1. Franchise Development What is the New Normal?Presented by Paul SegretoAugust 2, 2012

2. Paul Segreto 25+ years franchise Founder FranchisEssentialsexperienceMedia Group Franchise Executive Franchise Today InternetRadio Show Multi-unit Franchisee FranSummit Virtual Training President FAC Platform Consultant & Coach Franchise Essentials Magazine President & CEO Personal Branding for FranchisefranchisEssentialsProfessionals President & CEO Active IFA Member &Franchise Foundry Advocate Membership Committee Technology Committee 3. Lets start at the beginning 4. Check out their eyes! 5. Todays franchise candidates areMore educatedMore sophisticatedMore technologicallyadvancedthan ever before! 6. Todays franchise candidates areMore educatedMore diligentMore sophisticated More cautiousMore technologically More anxiousadvancedthan ever before! 7. What does your franchise sales process look like today?Is it actually a process?Is the target audience defined?Is the process consistent with marketing messages?Do sales representatives know and understand the messaging? 8. Is the outlined and officialfranchise sales process the actualprocess being used? 9. Could your franchise salesprocess work better?Is it time for a franchisesales process audit? 10. Integrate Social Media with Traditional Marketing 11. Your franchise sales process must have continuity withyour online messaging. 12. Franchise Social Media is about amplifyingyour recruitment messaging. 13. Using Social Media to amplifyan inconsistent message andincorrect or non-compliantcontent will lead to poor resultsor worse consequences 14. What you tweet, post, share, blog, YouTube,IM and discuss in the digital world you cannever fully take back the message. 15. Remember, in the digital worldof Social Media, everything yousay is for eternity 16. Social Media intypical business environments 17. Social Media in FranchisingCandidate Franchise Sales RepBrand 18. Getting started - Social Media e-IDEA Explore Identify Develop Execute Analyze 19. Social Media e-IDEAExploring different aspects of Social Media Including Social Networking and key social technology that creates excitement and brand awareness within your industry segment.Identifying primary and secondary targets Who will be targeted to purchase and/or visit your franchise locations? How deep do the target groups go and are there collateral groups that can be tapped?Developing a Strategy and Plan of Action Customized to specific targets in accordance with franchise development goals and objectives?Executing the Plan Putting the plan in motion including monitoring, managing the process including new content and updates. Keep it fresh!Analyzing & Quantifying the Results Is it working? Do you continue straight ahead or repeat the process from the beginning? What are actual results in franchise sales and system revenue? 20. Social Media e-IDEA 21. Explore 22. Identify 23. Understanding Your Targets Know who they are Based upon successful franchisees Based upon industry experience Based upon specific profession Based upon skills Know where they are Based upon where they congregate online Based upon where they communicate online Based upon their interests 24. Develop Human Resources Training Manage & Monitor In-house or Outsource Budget Goals & Objectives Policies & Procedures Tracking Brand Integrity 25. What are the objectives for using social media forfranchise sales? Increase leads? Keep leads and candidates engaged with your brand? Improve cost per lead and cost per sale? What about current franchisees? 26. Execute Human Resources Training Manage & Monitor In-house or Outsource Budget Goals & Objectives Policies & Procedures Tracking Brand Integrity 27. Candidates expect franchisecompanies to be Social Mediasavvy and for franchisors to beactive in the digital world. 28. Todays consumers & franchise candidates areMore educated More diligentMore sophisticatedMore cautiousMore technologicallyMore anxiousadvanced than ever before! 29. LinkedInhttp://www.linkedin.com/in/segreto 30. Integrated Franchise Marketing 31. Cross-platform & Multi-tier 32. Does that mean traditional marketing should not be utilized? Does that mean the franchise salesprocess should change? 33. Keeping Prospects Engaged 34. Closing the Sale 35. Keeping prospects engaged 36. Franchise sales requiresa seamless transition!Sales representatives must be aware of all online marketing messagesSales representatives must be aware of all discussions regarding the brandSales representatives must be aware sales process may not be A to ZSales representatives must be aware franchise compliance still prevailsSales representatives must be aware people still buy from peopleTHIS APPLIES TO BROKERS, TOO! 37. Analyze & Quantify 38. Online Brand ManagementGoogle profilesGoogle alerts Brand Keywords Per targets Geo-specificOnline brand auditsBlogging Community 39. Social Media Metrics Volume The number of comments, blogs, posts,tweets, links, etc., about the brand, thecompetition, and the industry segment. Sentiment The positive, negative, or indifferentconsumer reaction to the brand or a topic, whichcan be measured by text analytics and natural-language processing. Emotion The reasons that a consumer felt, good,bad, or indifferent that point how the company canresolve his / her problem or how the business canchange and improve. 40. Social Media Metrics Topic / Issue The context (e.g., product, customerservice, advertising, competitor, etc.) in which thebrand is being discussed. Source Where the conversation is occurring (e.g.,Twitter, blog, discussion board). Author (Influencer) The people talking about thebrand and their social media impact (e.g. number offollowers, readers, comments). Virality The reach of the brand and relevant topicsaround the brand (e.g., how many people arereading, posting, linking, and sharing). 41. Before Changing Course 42. Two different objectivesFor local brand awareness and driving business to franchiseunitsFor regional and national brand awareness and generatinginterest in franchise conceptRequires different strategies and plans.However, they may feed off each other! 43. Additional BenefitImproving communications and informationsharing at all levels of the franchise system 44. Social Media & Franchise Sales 4 Common Steps Share Interact Engage Call-to-Action 45. Id love to hear from you! 46. Paul Segreto CONTACT ME 25+ years franchise Founder FranchisEssentialsexperience Media Group Franchise Executive Franchise Today Internet Radio Show Multi-unit Franchisee FranSummit Virtual Training President FACPlatform Consultant & Coach Franchise Essentials Magazine President & CEO Personal Branding for FranchisefranchisEssentials Professionals President & CEO Franchise Active IFA Member & AdvocateFoundry Membership Committee Technology Committee(832) 838-4822 www.FMDpro.comsegreto.paul@gmail.com www.FranchisEssentials.com