developing your strategy from top down vs. bottom up: the franchisor's digital blueprint
TRANSCRIPT
THE FRANCHISOR’S DIGITAL BLUEPRINT
Developing Your Strategy from Top Down vs. Bottom Up
Dan Monaghan – [email protected]
Franchisor’s Reality
• Some franchisees are tech savvy
• Some franchisees demanding – want results now
• Competition requires a response
• Market demands response
It used to be simple…
But…
Franchisors often choose Action before Strategy
The digital equivalent to this in the offline world
Or this…
Or this…
Or this…
• Great resources available for research
• Appoint 1 person to own the strategy (one of your smartest)
• Its as much about the questions as the answers
Required Digital Assets
• Franchisor website – must speak to:
– End customers – the expression of your brand in the market
– Potential franchisees
– Employees and potential employees (including those of the franchisee)
Required Digital Assets
• Franchisee websites?
– Yes
• Profile page?
• Microsite?
• Integration into the franchisor’s brand, strategy
• URL strategy – virtual, subdomain, unique domain
• Will you provide them the site? Direct them to a vendor partner? Provide them skins?
• Call tracking – an absolute must!
Required Digital Assets
• Franchisee websites?
– No
• How will you handle location finder? Google Maps API
• How will you address local presence? – Google+
• How will you police this? Fragmentation!
Required Digital Assets
• Franchise Development site
– Part of your corporate site?
– Separate site in FD CRM? (Captivate, Process Peak etc.)
• International Strategy
– Extension of corporate site? Master sites?
– Lock down domains (.ca, .co.uk, .mx, .com.au)
– How will you handle languages?
– Who controls the sites? You? Masters?
Required Digital Assets
• Social Properties – 1 listing or thousands?
– Facebook – franchisee pages?
– LinkedIn – people joining “wrong company”
– Twitter – monitoring twittersphere
– Google+
• Impact of social proof
Marketing Considerations
• Driving traffic
– PPC – enhanced campaigns – device, location, time
– Remarketing – 15% increase in cost, 50% in results
– SEO – AdaptiveSEO
– Content marketing – inbound marketing
• Marketing automation platform
– Eloqua, Hubspot, Marketo
Technology Decisions
• Platform choices – pros and cons
– Open source - WordPress, DNN, Joomla, Drupal
– Proprietary CMS systems
– Let the vendor choose?
“to the man with a hammer, everything looks like a nail”
Mobile
• Responsive or Adaptive site
• User Interaction Analysis (vs. same site, different
devices)
• Native apps
Testing
• Landing Page Optimization
• Digital Alchemy
– Traffic costs don’t change,
but results do!
• Multivariate analysis
CRM/ERP
• Zoho, Salesforce, Netsuite
– Workflow automation
– Ticketing/Support center
– Integration with Google Apps
• How will you choose an implementer?
Resources to Help
• Digital Blueprint Checklist
• Digital Minds book
• www.wsiworld.com/frantech
email me: [email protected]
THE FRANCHISOR’S DIGITAL BLUEPRINT
Developing Your Strategy from Top Down vs. Bottom Up
Stefania Sigurdson – [email protected]
Tutor Doctor Experience
• 215 locations running 390 units in 15 countries • Rapid sales growth and rapid internationalization • Rapid unit growth • 700 visitors/day to corporate sites • 11,000 followers on Facebook • Franchisees run their own PPC on their own
approved domain • Multi-vendor system • Social media content strategy for social and
newsletters
Core Challenges
-Variety -Lack of “one Tutor Doctor voice” -Franchisees not online marketing experts -Not gaining economies of scale
Phases
Goals Checklist
Test It
Measure It
Map It
Phased Rollout Plan
THE FRANCHISOR’S DIGITAL BLUEPRINT
Developing Your Strategy from Top Down vs. Bottom Up
Shayne Mehringer – [email protected]
Digital Presence = Rocket Surgery
• Strategic Partners are key to Digital Marketing
• They provide the Push, You provide the Pull
A/B Testing
• These tests aren’t graded on a curve!
• Make it fun for the team.
A/B Testing
• If you’re not A/B Testing…
Act Fast, React Faster
• Do something, NOW!
• The $10MILLION Website
– You cannot afford the price of perfection
– Launch and Learn
Act Fast, React Faster
PERFECTION IS NOT ATTAINABLE,
BUT IF WE CHASE PERFECTION
WE CAN CATCH EXCELLENCE!
-Vince Lombardi
Outrunning the Bear
KNOW YOUR COMPETITION…
AND OUTRUN THEM!