Author: Paul Segreto

Passionate About Fueling Entrepreneurial Spirit; Entrepreneurship Coaching; Management & Development Advisory & Consulting; Franchises, Restaurants, Service Businesses; Thought Leader, Influencer, Content Creator & Author.

What Social Media Marketing Trends Will Emerge In 2011?

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Day in, and day out, I field 10-20 questions about social media. While exploring and learning about social media many are still coming to grips how to use social media, how to use it effectively, and how to use it for marketing purposes. Seeming to be overwhelmed by the possibilities, often the next questions focus on the future of social media, whether or not it’s a fad, and is it here to stay? All reasonable questions.

In December 2010, Focus Research released the report, 2011 Trends Report: Social Media Marketing, which will certainly help me answer the questions about the future of social media.

The report’s Executive Summary states: Social media’s days as a “fad” and “the next big thing” are long gone. It’s here to stay, and it’s a rapidly changing space — especially in terms of marketing. What social media marketing trends will emerge in the coming year? In this Focus Trends Report, Focus Experts Jay Baer, Michael Brenner, Frank Days, Paul Dunay, Maggie Fox, Stephanie Marx, Tom Pick, Mark Schaefer and Lee Traupel share their 2011 predictions for social media marketing.

According to the report, social media marketing trends for 2011 include:

1. Social efforts will permeate the enterprise.
2. Widespread consolidation will occur on multiple fronts.
3. Stronger focus on global audiences.
4. Social media will become increasingly mobile.
5. Metrics will mature.
6. Social media will become targetable.
7. Facebook advertising will continue to improve — and get more expensive.
8. Listening will improve and become increasingly important.
9. Marketers and brands will think like publishers/broadcasters.
10. ‘Hard’ ROI will remain elusive.

The complete report may be downloaded HERE.

After reading the report, be sure to check out the entire discussion and join the conversation HERE.


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Moms Are Super In Social Media

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There have been ample examples of how mommy bloggers are a powerful, influential group. Now comes data to back it up.

A study commissioned by Child’s Play Communications from the NPD Group Inc. found that 79 percent of moms with children under 18 are active in social media. One in four of those moms has also purchased a children’s product because of a recommendation from a social networking site or blog.

The numbers go up as moms are more active online. It found that 43 percent of moms are daily users of social media, and have bought something for their children because of a recommendation from these sites.

Breaking it down further, 55 percent said they purchased a product because of a personal review blog while 40 percent said they did so because of a Facebook recommendation.

Read more Social Media info HERE.


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Many 2011 Predictions Focus on Female Perspective and Influence

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As you might imagine, I spend a great deal of time reading and keeping up with both franchising and social media. Over the past week I’ve seen many predictions for 2011. Some are surprising. Many were anticipated. However, the predictions I’ve seen time after time, across various channels and platforms, both in social media AND franchising, cearly include women in the equation. If the comments haven’t been directly about women, they’ve been about things women heavily influence such as being consumers and bloggers, and of course, developing relationships via social media. Here’s two of the predictions that have been typical in much of what I’ve recently read:

Women Power

The recent report put out by Intuit shows that over the next decade, women around the world will enter the workforce at an unprecedented rate. Close to 1 billion women, who had not previously participated in the mainstream global economy will do so by 2020.

The fastest growing demographic of Facebook user is currently 55 year old plus women. We are creating a She-conomy. Plus women are naturally more social so it makes sense that we are adapting well to the social media sites.

Prediction: Women will overcome the legal or traditional barriers that prevented them from participating in some regions by using virtual, mobile and Internet technologies to run businesses without having to be physically present. Businesses will recognize this and start creating customized products and services online to cater to them.

Consumers Shape the Online Marketplace

Thanks to the number of amazing tools and services we have out our disposal these days it’s starting to transform the communities we build and the relationships we make online and offline.

Recent results have shown that nontraditional influencers, such as bloggers and social network contacts are the key people we turn to before making a purchasing decision. It makes sense really, you generally buy on recommendations from friends. Now you have these social networks where you’re exposed to your friend’s friends’ too and their influence will continue to expand.

Prediction: Businesses are going to be forced to step up and take on multiple, inter-connected approaches to reach new customers, most of whom are hanging out on the web. We will see more companies using their customers as the face of their business – either by sponsoring bloggers or highlighting top customers in their online campaigns.


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CNBC and P&G… too cozy a relationship?

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I find it curious that CNBC would post a clarification and edit an already aired documentary because a willing participant supposedly misspoke in making a misleading statement about franchise royalty calculations? If there was a misstatement it certainly was not one made by CNBC and therefore should not have warranted a correction by CNBC.

In addition, it also may be lost on viewers that the Mr. Clean Car Washes, Tide Dry Cleaners and Dunkin Donuts were beneficiaries of the documentary. And of course it is apparent that Mr. Clean Car Washes, Tide Dry Cleaners are both franchises sold by a subsidiary of Proctor & Gamble, what is not obvious is that Dunkin Donuts brand coffee is roasted and sold under license by Proctor & Gamble in grocery stores across the country and NBC owner of CNBC generates millions of dollars of advertising revenue from Proctor & Gamble.

Did CNBC edit this documentary to protect its advertising revenue from Proctor & Gamble? Did Proctor & Gamble exert undue pressure on NBC / CNBC to change the documentary? This kind of thing is unheard of.


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CNBC’s Untold Story or Sensational Journalism: You be the Judge!

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As most everyone in franchising is aware, CNBC recently aired a segment on franchising, Behind the Counter: The Untold Story of Franchising. Well, as I’ve stated on several franchise social media groups and blogs, from my perspective, I believe the show didn’t present any revelation as the title hinted. I don’t believe there was anything that even closely related to the untold story. To me it was just another shot at sensational journalism.

Anyway, all that being said, it did present Five Guys Burgers in a fantastic light. Actually, a bright spotlight within franchising. Maybe even perceived as the model for franchising to follow. Proctor and Gamble’s concepts Tide and Mr Clean looked good as well (to the public – see why below) and I think it will help open the public’s eyes that franchising is more than fastfood. I was happy to see the Dunkin Donuts segment shedding a nice light on minority involvement within franchising. Actually, even though I have spent many years working with Indian franchisees, I was not quite aware how deep franchising goes within the Indian community.

As for the other concepts discussed on the CNBC show, personally, I don’t believe they fared as well. In fairness to them, giving them each an opportunity to [continue to] release statements and present their side of the story, I’ll reserve my comments and thoughts at this time.

A mistake? CNBC issues clarification

Now, a few days since the show aired, CNBC posted a clarification (below) about statements made on the show by Bill Van Epps, CEO of the Proctor & Gamble franchise subsidiary that franchises Tide Dry Cleaners and Mr. Clean Car Washes.

CNBC posted, During an exchange in our documentary with Bill Van Epps, CEO of Agile Pursuits, Procter & Gamble’s wholly owned franchise subsidiary, Mr. Van Epps told us that P&G was basing its royalties on net sales, rather than gross sales. It has come to our attention that P&G’s definition of net sales is what other companies call gross sales. Our documentary calls into question the practices by franchisors and shows the viewer how, sometimes, the difference between the franchise business being a profitable one and a losing venture is in the details. We have removed that exchange from the documentary.

I would like to comment about CNBC’s clarification, which I might add, is conveniently buried on the bottom of the page, and looked to do so, only to find there is no place for comments. So, I’ll post it here.

What about the many viewers that heard the exchange, and/or will hear as they replay the show? This is a perfect case of not being able to put the toothpaste back in the tube. Am I to understand that a long-time franchise professional, Van Epps, didn’t understand the difference between gross and net, to the point that he seemed to jump at making that distinct differentiation between the P&G franchise brands and other franchise brands?

I can’t help think this may have been a strategic statement, but I’ll give Mr. Epps the benefit of the doubt and instead, say that he probably needs to read his disclosure document more closely. As for CNBC, shame on them for not verifying facts before airing the show. Another case in point the show was more sensational journalism than an untold story, and further clarification in my mind why CNBC did not include the International Franchise Association when doing their research for the show.

I have one more question… As franchising is a key component, and probably the cornerstone of small business in America and beyond, maybe a correspondent specializing in franchising and small business should have done the reporting, as opposed to a sports business reporter? But, the precedent has been established, so I may consider writing about my beloved Steelers or Celtics in the near future.


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Attention Franchisors! Is this a legitimate way to attract franchise candidates?

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Working with many franchisor clients in developing lead generation strategies, I’ve run into a situation time after time that really has me perplexed. The situation has to do with a particular franchise organization using a franchise brand name, not their own, to direct franchise candidates to their site.

Often, the appearance of the site appears legitimate, complete with Google Ads and a great deal of reference to franchising. In fact, there’s often a quote from the unsuspecting franchise brand’s site included on the directing site. So, what appears to be a legitimate person as author to the site leads candidates to believe the author is also the author of the unsuspecting brand’s quote.

Confusing, right? Wait, it gets better…

The reply forms on the page give the perception the candidate is providing information to the brand they searched, and as listed across the top of the page, only to have the completed form directed to the franchisor that developed the directing site.

Take a close look at the actual link provided below to see for yourself. Then, check for a similar page online that includes your brand name because I have found hundreds of similar situations with the same franchisor behind this practice.

http://www.wsicorporate.com/article/mcdonalds_franchise_for_sale

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Attracting Female Franchise Candidates via Social Media

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“Men are from Mars and women are from Venus, right? On Venus, there’s allegedly a lot more touchy-feely, emotional stuff going on…you know, talking, crying, connecting. Well, according to a study by The Guardian Life Small Business Research Institute, there’s a lot more of something else going on too: social networking.”

Read more about how women are utilizing social media in small business in the blog at Information Week SMB Technology for Small and Mid-size Business. The article, Social Media for Small Business: It’s a Girl Thang! refers to a study in which 1,200 small-business owners across 12 verticals (including financial services, high-tech, hospitality, and real estate) were surveyed, found that female entrepreneurs value social media “at three times the level” of male small-business owners!

This corresponds with our experience in working with franchise clients across various industry segments, where we continue to see more and more women explore franchising as a career alternative. And, for a variety of reasons, women choose to control their own destiny and take matters into their own hands.

Joining the force of today’s more sophisticated, educated and technologically advanced transitioning corporate executives, women are using social media to explore and investigate franchise opportunities. Tending to be more diligent and thorough than men in general, women relish relationship building and sharing of information making social media marketing perfect to attract female franchise candidates.

Several key steps to an effective social media strategy include, identifying targets, identifying where they congregate and communicate online, and identifying the online influencers of the target audience. In the case of women as a target audience, the blogging community is a perfect place to start, providing direction to other social media via links within the blogs along with direct “follow me / join me / like me” buttons. It’s within these captive “online communities” where franchisors can share information about their brand, interact with community members, and create interest in their franchise concept.

* Here’s another article supporting the case that women are embracing social media more than their male counterparts.


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Social Media Facts & Fiction

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As I often do on the weekend, I spend time reading about social media, among other subjects, always looking for new trends, technology, and ways to effectively use the same within marketing strategies for my franchise clients. Today I came across an interesting article about whether or not social media is a fad, or actually a part of our future. The article pointed out some fact and fiction that really sheds light on where social media is today, and a glimpse into its future.

In addition, I came across another article listing 11 Twitter and social media tools to try in 2011. Which poses the question, do we really need more tools? I say, “yes” but then again, I love social media, and all it has to offer!

Social Media: A Fad or the Future
By: Sital Ruparelia
As posted on Career Hub Blog

“We don’t have a choice on whether we DO use social media; the question is how well we DO it”
– Erik Qualman, Author of Socialnomics [Video Review]

FICTION: “Facebook is for kids”

FACT 1: Actually, the 40 – 55 years age group is the fastest growing demographic on Facebook.

And, of course, this demographic also has the highest disposable income, lowest debt levels and strongest professional network. Which is why businesses and recruiters are flocking to set up Facebook pages to engage with this group.

FACT 2: Over 50% of the world’s population are under 30

So in the next 10 years years ”The Facebook Generation” will be leading businesses, hiring people, making key commercial decisions (what a scary thought!) – and, of course, buying products and services

So if you don’t learn to engage and interact with this generation using the tools they use – both you and your business will be in serious trouble.

FICTION: “Facebook is just a fad”

FACT 1: Facebook has 500 million users across the world.

So if Facebook were a country it would have the 3rd highest population in the on the planet. Hardly a fad?

FACT 2: Two months ago, in September 2010, Forbes released its list of the 400 richest Americans.

The biggest headline: Facebook founder and CEO Mark Zuckerberg posted the largest wealth increase on the list, with his estimated net worth jumping 245% to $6.9 billion. Love him or loathe him, Zuckerberg has changed the way people around the world connect and engage – and it continues to grow as more businesses start leveraging Facebook.

FICTION: “Twitter is just some silly thing that kids and celebrities use”

FACT: Actually 60% of Fortune 500 firms now use Twitter.

In my opinion, Twitter is the fastest, smartest tool to get real-time information on any market news. I often know more about industry news in my clients’ worlds than they do – simply because I use Twitter as a real-time news channel from my mobile phone.

It’s also a super way to engage and build relationships with people and organisations you’d have difficulty doing in the offline world.

With the advent of smart phones (iPhone, Droid and new Blackberry) Twitter has opened up all kinds of commercial opportunities for building a tribe of followers, potential customers and potential employees.

FICTION: “LinkedIn is just for job seekers who can’t find work”

FACT 1: 70% of clients, prospects and potential employees will Google you before meeting with you. And when they do, your LinkedIn profile will often be on the first page.

So just remember, your LinkedIn profile will paint a picture of you before you’ve even spoken to or met anyone. It’s very much your online branding tool regardless of whether you’re job searching or not.

Have you got a profile so that you gain an advantage even before you speak or meet? If so, does it reflect how you want to be perceived by clients, stakeholders, recruiters and potential employers?

FACT 2: Every recruiter and HR team I know use LinkedIn as a sourcing and networking tool.

Especially when trying to headhunt passive candidates who may not actively be searching – but are open to hearing about interesting opportunities.

FACT 3: LinkedIn is currently fairly unsophisticated. But in the pipeline are a series of upgrades which will transform how many firms use LinkedIn to recruit talent and how many of you will find jobs in the future.

FICTION: “You MUST be on these platforms. Twitter, LinkedIn and Facebook are the future”

FACT: Well actually it’s not about the platforms or tools – but about the message. About the way you use social media to engage, interact and build your brand.

The internet and social media are still very much in their infancy. What we’re seeing is just the tip of the iceberg. There’s much more to come – so don’t obsess about one or two platforms. Focus on your message and your brand so that you can adapt to the tools that seem most relevant to your needs and style.

FICTION: “You need to be really good with technology to fully leverage social media”

FACT: I’m rubbish with technology so if it were all about technology, I wouldn’t have a clue!

But I am good at relationship building and engaging with people – which is what social media is all about.

So focus on learning how to use social media as an engagement tool and brand-building platform – instead of worrying about how to use the technology and which button to press – you’ll figure that out as you go. So just get started.

Many “social media experts” will have you believe that social media represents the “biggest shift since the industrial revolution.”

That’s quite a statement.

Others will tell you it’s a complete time dump; just a fad which will pass. The reality is that no one really knows where it’s heading. But one thing we do know is that social media is here to stay and will continue to play a bigger part of our lives and careers.

Serious businesses are making profits, selling products, building brands and hiring talent using social media tools.

And they’re doing it today – not some time in the future. Which means you simply can’t afford to ignore it….


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Local Business Listing Wars!

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Local business listing websites are trying to attract local consumers to use their websites to find local businesses, to rate businesses and to post their reviews. Businesses dependent upon the local market for their revenue need to be aware how local business marketing is achieved with local business listings and how all these websites will affect your business. The following is a blog post by franchisEssentials’ strategic partner, SmartFinds Internet Marketing, describing the upcoming local business listing wars.

Local Business Listing Wars
As posted on SmartFinds Internet Marketing Blog on October 24, 2010

Have you noticed the number of commercials being run by high-profile tier one companies and websites that are in the local listing industry?

For example you may have seen TV commercials for Angie’s List, SuperMedia, Yellow Book, and of course AT&T. If you add Internet advertising that includes but not limited to Google, Yahoo, Bing, Merchant Circle, Yelp and Citysearch many others, you have to start wondering how all these websites can attract a finite number of businesses and visitors to use their website. The other more significant question is how a business will manage their local business listing at all the local listing websites?

History of Local Business Listings

As a business, if you have not kept up with the evolution of local business listings you will need a quick primer to know where things started and where things are today.

The origins go back to the early 1990s when search engines had directories listing businesses by categories in addition to their basic search results. These basic business listings gave way to business directories giving the business the opportunity to add more information to their business. Of course, while this evolution was taking place so did having the yellow pages on the web. Business directories then gave way to the idea of rating a business with companies like Angie’s List, Merchant Circle and Yelp in social communities. In 2007 business listings began showing up in search engines and consumer reviews were already showing up in these local business listings.

So, in summary, a local business listing is a combination of yellow pages information, business description, business marketing information, consumer ratings and consumer reviews.

Local Business Listings as Interactive Yellow Pages

Calling these listings a business directory does not do them justice considering all the content that is available. Not only is this about getting your business marketing information into these listings, but they also become mini-websites for your business and more importantly allow consumers to quantitatively rate and subjectively provide commentary about their experience with the business, products and services.

Local business listing websites that are social communities allow customers and consumers to collaborate. We are distinguishing between customers being B2B and consumers being B2C. We will discuss B2B customer comments in a future article.

Live social communities that provide location based services like Four Square, Twitter and Facebook create instantaneous feedback to friends, family and followers alike. This collaboration not only allows for ratings and comments, but the information is posted permanently. This will require a business to ask satisfied customers to post commentary and manage those postings that are negative…..at multiple local listing websites.

Manage Your Local Business Listings Everywhere!

Unlike the traditional yellow pages where business information was located in a single source, the Internet lets business information be found everywhere. With so many sources, it becomes imperative for a business to stay on top of its information, description, marketing materials and consumer reviews at various local listing websites.

If you wonder why, the answer is simple. Your business information shows up in search engine results, mobile search results and is available to mobile application developers for mobile apps. Since you don’t know what source your local customers or mobile application developers are using, you need a way to manage many sources simultaneously.

Select a Company to Help

Whether we are talking about website local optimization, local business listings, mobile marketing or geo-social marketing, a business needs proper support to succeed in this new era of local business marketing. You need a partner with experience and expertise in multiple digital marketing fields and can adapt to the progression of new technologies that will become available over the next few years.

Some key elements for a company to provide local business listing marketing services include:

* Claim your local listing at multiple local listing websites
* Providing both data and marketing services
* Update your basic business data information monthly
* Update and manage your business marketing information that include photos, videos, coupons, offers, discounts, and events monthly
* Consumer review monitoring and management monthly
* Analytics review of local business listings analytics and the appropriate changes to your local business listings monthly
* Expertise in Mapping Technologies and GPS

Certainly your time resources are limited and Local Marketing Services are provided by SmartFinds Internet Marketing. You will find this to be of great benefit to your time resources and the low cost service may eliminate your yellow page ad costs. Let the experts of over 16 years Internet marketing experience help you use this local business marketing tool properly and prevent brand security issues from occurring.

Need more information please visit HERE.


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Social Media Policies Within Franchising: The Debate Continues

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In the continuing debate about making the case for social media policies within franchising, below is an article by Attorney, Chad Finkelstein, expressing his opinion on the matter. So, as a franchise professional, we’d love to hear your opinion as well!

Franchising and Social Media
by Chad Finkelstein
As posted: Financial Post on October 25, 2010

Whether you are a franchisor or a franchisee, the realities of social media likely already affect you. Franchisors need to determine whether, from a marketing perspective, it makes sense for them to have profiles on forum such as Facebook, Twitter and MySpace. Many already do, but depending on the nature of your business, it is not always an ideal method of promotion.

If that type of online marketing suits the strategies of the franchise system, then the next question to ask is whether franchisees should be permitted to have their own social media websites – for instance, a Facebook page for that particular franchised location. The franchisor will need to decide whether the benefits of widespread marketing on these popular websites outweigh the costs of giving its franchisees that much control over advertising the brand.

Accordingly, it is a good idea for franchisors to develop social media policies, and for franchisees to ensure that those policies are not too restrictive. If you are an existing franchisor or franchisee, your franchise agreement likely already states that franchisees cannot conduct any internet advertising without the consent of the franchisor. While that may have made sense at the time it was drafted and agreed to, the practical realities of business today means that franchise law in Canada has to evolve to reflect new technologies and marketing platforms.

As a result, franchisors should consider adding social media policies to their standard agreements, and franchisees should consider requesting them where they do not already exist, so that the franchise system as a whole can benefit from this new world of online marketing.

Chad Finkelstein is a franchise lawyer at Gowling Lafleur Henderson LLP in Toronto.


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