introduction to social media for franchisors

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.

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• 70% use LinkedIn

• 65% use Facebook

• 30% use Twitter

• ??% are active and effective

• ??% use to drive unit revenue

IFA

Mem

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• 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