introduction to social media for franchisors
DESCRIPTION
In introduction to how social media works, why franchisors should be involved, and how to get started. Originally delivered by Mike Sobol and Martin Greenbaum at Faegre and Benson's conference on growing unit revenues in July, 2009.TRANSCRIPT
Presented By: Mike Sobol & Martin Greenbaum, CFE
July 21, 2009
UsingSocial Networking To Expand Unit Revenues
Who’s Doing It?
• Sharing & Connecting• Publishing, Blogging, Linking, Bookmarking,
Rating, Commenting, Following, Asking, Answering, Tweeting and even...
Social Networking• Meeting-- online AND offline• It's technology-enabled interactivity• It's people acting like people
• We are social creatures
• We are individuals
• We want to be included and heard
• More integration, yet more segregation
• No one controls it
• Web 2.0, as you know it is only the beginning
Wayof the World
• 57% of 500 million internet users have joined a network
• 73% read blogs
• 83% watch video clips
• #1 platform for creating and sharing content (not newspapers, television, radio or books)
• 93% of 190 million Americans who use social media believe companies SHOULD be present there.
T
heS
TA
TS
T
heS
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• 70% use LinkedIn
• 65% use Facebook
• 30% use Twitter
• ??% are active and effective
• ??% use to drive unit revenue
IFA
Mem
bers
E
ven
Mor
eS
TA
TS
• Very Low Cost
• Genuine, Unpolished
• Engaging & Collaborative
• Attractive & Organic
• Real Time
• Massive Reach
• It's Googley!
Why Social
MediaMarketing
Works
Social MediaCan'tLie
So what's stopping you?• Time
• Fear
• Knowing Where to Start
• Network Adoption
• Maintaining Standards
• Policing Standards
• Continuity & Consistency
Challenges
How Do YouImplement?
• Make social networking an ethic, not a project or one department's job
• Choose which goals to target first
• Identify your audience
• Create content and items to share
• Start... small at first, but start!
• Use early adopters to teach and learn
Your Goals• Building a following?
• Increasing website visits?
• Special offer redemptions?
• Single store visits?
• Revenue per customer?
• Unit revenue?
• Be Authentic• Be Active• Respect Your Audience• Create Value• Deserve Trust• Nurture Relationships
Your Approach
Development & Content Strategy
• Cultivate a content mindset
• Use a visual map of your media
• Map out how a piece could travel the map• Make the Most of Your Sales Opportunities• Measure, Learn, Adjust & Repeat
Exa
mpl
e
•Complete your profile
•Follow people and retweet
•Funny & off-topic is OK
•Learn to use Search
•Use Twitter widgets to share
•Tweet other Social Media updates
•Think NOW
• Create a public profile
• Create a fan page
• Use landing pages to funnel traffic
• Give people good reasons to be a fan
• Employ applications to make functionality more interesting and addictive
• Cannibalize your website
• Make it a destination in and of itself
• Update your status regularly and share
• Interact on your wall-- don't police it
• Build your own channel
• What could you teach visually?
• What's funny and interesting?
• Leverage popularity
• Keep it short
• Re-purpose what you have
• Embed video everywhere
• Create an independent blog site
• Use a separate, unique URL
• Page-Sculpt for surfers and Google
• Maximize Search with Meta
• Link to everything
• Automate
• Keep an Eye on STATS
• Invite Guests and be a Guest
5 Habits For Franchise Execs
• Be your brand's conscience
• Don’t sell, share
• Be a real human being
• Write well
• Commit to the medium
Thank You