What is Your Social Media Marketing Strategy?

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The following was my response to a business executive that posted the following discussion on LinkedIn in a non-franchise group:

How are you and your business using social media to drive business and gain awareness? With the social media landscape becoming increasingly fragmented and complicated, how are you managing to gain the most from this medium?

“All of my clients are within the franchise industry which is a more difficult environment in which to effectively utilize social media because there are different elements to the relationship between franchisor, franchisee and customer as opposed to just B2B or B2C. That being said, it can and is being done quite effectively. However, it takes a very concentrated focus, or as I fondly describe as [E-IDEA], the acronym for franchisEssentials five step process to social media success:

social media types1. Exploring different aspects of Social Media, including Social Networking and key Web 2.0 technology that creates excitement and brand awareness within your industry segment.
2. 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?
3. Developing a Strategy and Plan of Action – Customized to specific targets in accordance with franchise development goals and objectives?
4. Executing the Plan – Putting the plan in motion including monitoring, managing the process including new content and updates. Keep it fresh!
5. 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?

Yes, there are many aspects of social media and more being added every day. That doesn’t mean it’s being fragmented. Instead, it’s providing more tools in which to cross-reference and link together. Unlike traditional marketing that is more or less a straight line, social media marketing, used most effectively, is a cross-platform, multi-tiered strategy that uses multiple Web 2.0 tools to cross in front of the targeted audience multiple times and from different directions.

It’s akin to the businesses with limited marketing budgets that only advertise on TV once or twice a month, at one specific time but on multiple channels simultaneously. Then, when the consumer changes the channel upon seeing the commercial, again and again, the perception is “this business is everywhere and must be spending a fortune on advertising. Therefore, it must be good.”

Unfortunately, social media marketing is not a one-size-fits-all strategy. The strategy must conform to the organization’s goals and objectives and must target the appropriate audience by the appropriate means (Web 2.0 tools). For instance, if the target is young adults age 15-18, MySpace would be an essential component of your strategy. Couple that with a lot of video and audio, as this age group gets bored very easily.

On the other hand, if the targets are businesses in the insurance industry, your strategy might include developing a blog for industry professionals and then linking the same through LinkedIn to insurance groups. Simultaneously, you may develop a Facebook page to refer interested parties to visit and/or join.

A key factor in an effective social media strategy is to be sure to integrate the same with your traditional marketing. As an example, if your company frequently uses direct mail, be sure to include the company’s various social network links, blog links, etc. In a B2B environment, do the same with your blast email campaigns. And, in a corporate environment where you may be attempting to attract a consulting client, personalize your traditional strategy with social network interaction and enhance it with video and audio messages.”

Now that you have read this article, I’ll ask you straight up, “What is your social media marketing strategy?”


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Female Franchise Candidates: The Smart Choice For Growing Your Brand?

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I just finished reading an interesting article about female entrepreneurs. It made me wonder how many franchisors have specifically targeted female entrepreneurs as franchise candidates. Even those “man-in-a-van” franchises could probably benefit by an influx of female franchisees. Maybe a paradigm shift is in order? It’s an interesting proposition to ponder.

Just recently, on Franchise Today, I had a conversation with Leslie Curran, Franchise Attorney and Partner at Plave Koch. As part of our time together, Leslie provided some insight on the Women’s Franchise Network. Of course, this group is mostly comprised of female franchise professionals within the upper ranks of franchise organizations, or at firms providing services to franchisors. A fabulous wealth of talent for sure.

I’m guessing there are female franchisees within the group. But most likely that number is relatively low. I wonder what the discussions would entail at a Women’s FRANCHISEE Network meeting? I envision discussions about improving systems and processes, as opposed to rants and raves about lack of support and other “blame it on the franchisor” issues as is typical in many predominantly male franchisee meetings. I know that may not be fair to say, but I can only go by what I’ve witnessed over the years.

As we know, the foundation of franchising is built upon relationships. And, what gender is better at relationships? Male or Female? No doubt, female. And, what gender pays more attention to detail? I cast my vote for female all the way. And, what gender is more apt to communicate and share information? Well, it’s unanimous, female once again.

So, are female franchise candidates the smart choice for growing your brand? Or, maybe, it should be the obvious choice.

What We Can Learn From Female Entrepreneurs
By: Jill Brown on Entrepreneurs Mindset

Our latest recession created a revolution led by female entrepreneurs ready for a new beginning. According to the latest polls half of all businesses are owned by women and contribute roughly $3 trillion to our Female Entrepreneurs economy; a complete turn around from yesteryear.

Female Entrepreneurs were always held back from the business arena by stumbling blocks including sexual discrimination for being female. The negative images from the “old boy’s network” of overly emotional stressed out mommy’s wanting to “play business mogul” was always a major contributor to mental bombshells that attacked success.

Women were not given the same opportunities or access as men. But women learned how to cultivate positive images and turn those negative stumbling blocks into stepping stones.

The female entrepreneur learned early on that it was far more difficult to obtain funding as in bank loans than it was for a man. While a women’s business plan was just as good as any man’s business model, men seemed to have a more personal closer relationship with banks. But in the end, women are less eager to give up their vision and think their way into winning.

The future female entrepreneur learned the super conscious secret – to believe and achieve. Whatever your mind believes you can achieve. Women used it passionately to empower and eliminate negative mindsets. Female entrepreneurs tap into intuition and allow it to work for us. And female entrepreneurs have a different take on building a business.

Women can blend easier than a man; aspiring to balance their family life, leisure, and business, but the most important motive for both is the start of their own new enterprise.

Women are more motivated by the outlook of more flexibility and equilibrium between family, work, and leisure whereas men are motivated more by the aspiration of becoming an entrepreneur and escaping slaving for others.

Female entrepreneurs work smarter not harder when it comes to building a business. Not to say they are not challenged but they are in tuned to seek out technology and innovative ways to balance their lives and manage their time.

When it comes to creating new enterprise women’s goals differ from men’s. The fact that by starting their own business they attain a higher position for themselves and their family is less important to women than to men.

In general, female entrepreneurs know that they are responsible for where they are going; women have that positive action to conquer in the midst of adversity – meet it, greet it and defeat it.

While many of us still hold self-limiting fears and surrender to the dictates of others there are many up and coming female entrepreneurs that dare to be different and can visualize the success.


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Winners or Losers: Choices Are Made Everyday

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Winners and LosersThe Winner is always part of the answer; The Loser is always part of the problem.

The Winner always has a program; The Loser always has an excuse.

The Winner says, “Let me do it for you”; The Loser says, “That is not my job.”

The Winner sees an answer for every problem; The Loser sees a problem for every answer.

The Winner says,” It may be difficult but it is possible”; The Loser says,” It may be possible but it is too difficult.”

When a Winner makes a mistake, they say,” I was wrong”; When a Loser makes a mistake, they say,” It wasn’t my fault.”

A Winner makes commitments; A Loser makes promises.

Winners have dreams; Losers have schemes.

Winners say,” I must do something”; Losers say, “Something must be done.”

Winners are a part of the team; Losers are apart from the team.

Winners see the gain; Losers see the pain.

Winners see possibilities; Losers see problems.

Winners believe in win/win; Losers believe for them to win someone has to lose.

Winners see the potential; Losers see the past.

Winners are like a thermostat; Losers are like thermometers.

Winners choose what they say; Losers say what they choose.

Winners use hard arguments, but soft words; Losers use soft arguments, but hard words.

Winners stand firm on values, but compromise on petty things; Losers stand firm on petty things, but compromise on values.

Winners follow the philosophy of empathy: “Don’t do to others what you would not want them to do to you”; Losers follow the philosophy, “Do it to others before they do it to you.”

Winners make it happen; Losers let it happen.

~ Author Unknown.

Originally posted on franchisEssentials August 2009


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Rules of Engagement within the Social Web

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Recently, I posted, With Social Media Comes Great Responsibility, which included text from Brian Solis‘ new book, Engage! Solis talks about establishing guidelines before jumping blindly into social media. In essence, a plan of action must be developed before taking the plunge.

Today, I will take establishing guidelines a step further, and refer to Solis’ Rules of Engagement. In the We Are Champions section of Engage!, Brian lists 23 suggested rules of engagement that when defined, and in conjunction with establishing policies and procedures, will “help shape proactive and reactive dialogues to benefit the business, brand, customer, peers, and prospects.” But, so as not to cause any confusion, he does puts a fine point on this in stating that these rules are “not the same as implementing and managing rules of conduct.”

Rules of Engagement
from Engage! by Brian Solis
Chapter 17 – Pgs 201-202

1. Unveil the communities of influence and discover their choices, challenges, impressions, and wants.

2. Participate where your presence is advantageous and mandatory; don’t just participate everywhere and anywhere.

3. Consistently create, contribute to, and reinforce service and value.

4. Concentrate participation where it will offer the greatest rewards for both sides.

5. Assess pain points, frustrations, and also expressions of contentment to establish emotional connections.

6. Determine the brand identity, character, and personality you wish to portray – and match to the individual persona who’s in front of it when online.

7. Adapt predefined personalities with the voice of the community in which you engage.

8. Observe the behavioral cultures within each network and adjust your outreach accordingly.

9. Become a true participant in each community you wish to galvanize.

10. Don’t speak at audiences through messages.

11. Dig deeper to connect what transpires in the Social Web to your business objectives.

12. Learn from each engagement.

13. Ensure that any external activities are supported by a comprehensive infrastructure to address situations and adapt to market conditions and demands.

14. Establish a point of contact who is ultimately responsible for identifying, trafficking, or responding to all things that can affect brand perception.

15. Act, don’t just listen and placate – do something.

16. Earn connections through collaboration.

17. Empower advocacy.

18. Embody the attributes you wish to portray and instill.

19. Don’t get lost in conversation or translation; ensure your involvement strategically maps to objectives specifically created for the Social web.

20. Establish and nurture beneficial relationships online and in the real world as long as public perception and action is important to your business.

21. “Un-” campaign programs and ensure they’re part of a day-to-day cause.

22. “Unmarket” by offering solutions and becoming a resource to your communities.

23. Give back, reciprocate, acknowledge, add value, and contribute where it makes sense.


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Is The Internet Super Highway Destined to Become a Toll Road?

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Could the the flow of traffic on the internet frequently slow down or come to a stop like traffic on I-95 during rush hour? Will the internet continue to be a free digital highway or will it turn into a turnpike of sorts, complete with tolls and speed limits? What’s next, internet troopers giving out speeding tickets? To learn more I suggest you read the following article and keep an eye on the mighty Federal Trade Commission Board, consisting of only five people, that is the ultimate decision-maker. However, I cringe at the thought that just three decision-makers (majority vote) can control the future of internet traffic. God, I hope they value the internet as much as I do…

FCC at Crossroads of Internet’s Future
By David Hendricks, San Antonio Express-News

When a federal appeals court in Washington ruled last month that the Federal Communications Commission lacked the authority to regulate Internet networks, many operators thought at first it was great news.

The networks could continue to grow in size, flexibility and applications as fast as they had the past 15 years or so without government interference.

Then the networks realized the court ruling could backfire. The FCC has the option to reclassify Internet networks. The agency could declare the networks a public utility and then regulate them with rules similar to landline telephone services.

All it would take is a majority decision of the five-member FCC board.

If you care about the future of Internet speeds and accessibility, then you should watch what the FCC does next.

The FCC wants to stick to a good, but ultimately harmful, goal called net neutrality. Net neutrality calls for equal access to all websites, which restricts network operators, such as AT&T Inc. and cable companies, from favoring some website traffic over others with better access.

Large-traffic websites such as Google, eBay and YouTube favor net neutrality. They pay the same low rate for Internet network access as the smallest users.

The FCC tried to stick to the net neutrality concept with a hands-off approach. The agency two years ago, however, slapped sanctions on Comcast after the cable giant slowed traffic to BitTorrent, a file-sharing site that used a vast amount of broadband capacity at the expense of other Internet users.

The federal appeals court said March 6 the FCC never gave itself the authority to issue sanctions.

Now the network operators fear the FCC will give itself the authority. They have a solid concern.

READ MORE HERE


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Fear and Consequences of Failure: A Story Worth Repeating

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I’ve been asked time and again to post the following article that I’ve written about my own personal experience as a multi-unit franchisee where I succeeded at first, only to crash and burn later on. This article has been posted on several of my blogs, and picked up by numerous other blogs and online magazines. I have received numerous comments and inquiries about the article, individuals sharing their personal experiences and requests for assistance. Although I cringe at the thought of any business failing, I admire and respect the fact that franchisees and franchisors alike know when to put their pride aside and ask for assistance, and I look forward to providing my experience and expertise to help determine a practical resolve to their problems.

I’m proud to say this article has been instrumental in helping a number of businesses keep their doors open and work towards recovery. On the other hand, I’m also sad to say several businesses were not as fortunate, but at least the owners were able to exit with dignity and in few cases, with less liability than they previously thought possible. And, in one case, the owner actually exited in the black when we were able to facilitate the sale of her business when she previously thought about just walking away.

Fear and Consequences of Failure

I can personally relate to the trials and tribulations of owning franchise businesses as I have “been there and done that” and have experiences on both ends of the spectrum from achieving overwhelming success to dealing with bitter failure. I have definitely come to understand the fine line between success and failure in trying to nail down the American Dream.

I know it is sometimes counterproductive to even mention failure which is why the subject is always avoided and never discussed. Yet, it’s out there and it’s real. Once franchisees face the possibility of failure and its very real consequences they can be motivated to understand that failure is not an option and commit 100% to a plan that addresses immediate problems and provides solutions accordingly. Even if it’s necessary for the plan to be quite drastic or aggressive due to prevailing circumstances, franchisees that unequivocally realize that failure is not an option are prepared for immediate action.

Let me emphasize one point. Franchisees should not view poor sales and disappointing profits as either potential or immediate failure and stick their heads in the sand. I made that mistake in the past and suffered the consequences. Instead, franchisees should build upon the courage it took to become a franchise business owner and recommit to success as they did when they first took the entrepreneurial plunge.

They need to remember their wishes, hopes and dreams that prompted the decision to own their own business? They need to remember the admiration of family and friends when they heard about the new venture? They need to remember the excitement when they actually signed the franchise agreement?

Unfortunately, there’s a very distinct possibility the root of the problem is embedded in the franchisee’s actions, non-conformity to the franchise system and unwillingness to face reality. However, as there was some shining light evident during the franchise award process, it may not be a totally lost cause if the franchisee is made to completely understand the implications and consequences of failure.

As franchisors are faced with the potential of closed units during this recession that may be the result of things out of their control, it’s imperative they don’t lose even a single unit just because a franchisee just flat out needs a snap back to reality. It’s worth the effort.

Let me clarify something. I failed as a franchisee. Not because of anything the franchisor did or didn’t do but because I put and kept my head in the sand and did not face reality. I could go on and make excuses about things that happened around me but at the end of the day I could have turned things around if I got my own head out of the sand, made some difficult decisions and took full, immediate responsibility.

Unfortunately I was scared of failing. I was afraid of what people would think. I was ashamed at what other franchisees, ones I put in business, would think of me. I couldn’t even think of facing my family. All lame excuses for not taking responsibility. Maybe a hard swift kick you-know-where would have helped.

Did I mention that I previously ran the franchise company where I failed as a franchisee? Did I mention I was elected by fellow franchisees, President of the National Advisory Council? Did I mention that I owned and operated five franchise units?

If I had clearly understood the implications and consequences that were looming on the horizon and if I was able to get my big ego out of the way and address things head on, maybe I could have survived. Maybe I could have at least implemented an exit strategy that would have, in some small way, paid back the loyalty and support of my employees, family and friends.

In the end, I may not have survived because it may very well have been too late when and if I finally took action and responsibility. But maybe I could have at least exited with some dignity. Also, I could have saved many innocent people a great deal of hardship, embarrassment, wasted effort and ill-spent resources if I did face reality. This includes my family, my employees and yes, my franchisor; all who believed in me.

Yes, it was a tremendous learning experience but not one I would bestow or wish on anyone. Now, all I can do is to offer my experience to anyone in the franchise industry that needs assistance. If just one franchise business is saved from the consequences of failure, then we’ve made progress. Progress we’ll continue to build upon.


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Exclusive Mobile Marketing Program for Franchise Organizations

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Are your franchisees struggling for new customers, or to get more business from their existing customers, in today’s difficult economic environment

Do your franchisees complain that they can’t afford to advertise to get more customers?

Does your corporate staff have a difficult time getting franchisees to read important emails or updates on the company Intranet?

Does your franchise development staff need additional methods of generating leads for prospective franchisees?

Would you like an easy-to-use, high ROI, low-cost way to solve these problems?

If so, please continue reading because Mobile Marketing is the answer!

Studies have shown that mobile marketing has the highest ROI of any direct marketing medium, are read by 97% of recipients within 15 minutes, and because 84% of consumers keep their cell phone within 10 feet of them at all times, mobile messages have an AVERAGE response rate of 15%.

Strategic Partnership Benefits Franchise Industry

And we can help your franchise organization take advantage of this incredible marketing medium through a new strategic partnership between franchisEssentials and Strategic Growth Concepts, who recently entered into an agreement to become a Certified Solutions Provider for a leading Mobile Marketing services firm.

Because of franchisEssentials Integrated Franchise Marketing initiatives, we have requested and received authorization from our strategic partner and the Mobile Marketing services firm to offer a special Franchise Incentive Program for franchise organizations interested in taking advantage of the benefits of Mobile Marketing.

FREE Mobile Marketing Account

For a limited time only, we’re offering franchisors a FREE mobile marketing account for the corporate office that achieves a minimum percentage of franchisees signing up to participate in the program individually. And the FREE corporate account remains in force as long as the franchise system maintains the minimum percentage of franchisees also participating in the program! And we’ll help sign them up!

This means that your franchisees can begin sending unlimited text messages for as little as $25 per month, and the corporate office can begin sending them for FREE! Since text messages are typically read within 15 minutes and have an exceptional ROI, franchisees can start increasing revenue immediately, and you can start generating franchisee leads, marketing on a chain-wide basis, and communicating more effectively with your current franchisees!

Franchise Organizations Are Using Mobile Marketing

Click the links below to learn how several franchise organizations are using Mobile Marketing, and the successful results they’re experiencing:

Little Caesar’s Mobile Campaign Nets 62% Opt-in

Popeye’s Mobile Campaign Garners 54% Opt-in

Mobile Marketing Ideas from National Brands

Learn More About Our Special Offer and New Mobile Club

If you would like to learn more about Mobile Marketing and to take advantage of this special offer, please TEXT the word FRANCHISE to 244326. This will opt your organization in to franchisEssentials Mobile Club, and notify us to schedule a FREE demonstration for your organization.

Members of our Mobile Club will be eligible for future special offers, and will receive weekly tips on using Mobile Marketing to benefit your business. If you prefer not to join the Mobile Club but would still like to receive the FREE demonstration, contact us by email at paulsegreto@FMDpro.com. Please be sure to mention keyword FRANCHISE.


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Squeezing ROI From Social Media Marketing

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Recently, Christopher Petix, President at Clash-Media US wrote an article about the changing world of Digital Marketing and how it would evolve in 2010. The article, The World of Digital Marketing 2.0, touches upon how brands utilizing social media marketing must establish baselines and understand metrics as part of their social media marketing strategy Doing so is paramount to their marketing success.

The past couple of years have been all about squeezing as much Return on Investment as possible from every marketing effort. As a result, advertisers and marketers have a new set of parameters and broad goals for establishing a campaign. The good news for these groups is that there are a number of tools and techniques available to help them achieve these goals.

He goes on to talk about how brands are partnering up with digital marketers and focusing efforts on evaluating their campaigns. Doing so helps them achieve optimum efficiency as they can turn on a dime if they’re need achieving their goals and objectives. Sure, conversion rates will fluctuate during a campaign, but quick reactions can improve the campaign’s performance.

Another point Petix makes is about niche websites and networks. As today’s consumer (and franchise candidates) are more technologically advanced and social media savy, more time is being spent outside the realm of typical social media circles of Facebook, LinkedIn and Twitter. Instead, being more diligent is more the norm rather than the exception. Diligence that takes marketing targets to industry sites, brand-specific social networks and blogs to gather even more information. More importantly, it takes them to places of interaction and information sharing between and among others with similar goals and objectives.

Using Social Media as written by Christopher Petix

Burger King’s “Sacrifice Whopper” was one of the most infamous campaigns of 2009 to have created a social media buzz. One of the biggest on-going hot spots for 2010 will be how can more companies tap into the vast resource of social media.

Social media accurately gauges consumer brand perception and sentiment, though the avenue for more direct marketing and advertising opportunities is harder to navigate. The key to using social media for marketing and customer acquisition is targeting, which helps ensure that the highly coveted user experience is not affected.

Individual organizations can use several approaches to identify customers through social media, they include: post-registration offers, banner advertising, Facebook CPC or social media apps. All of these ensure consumer exposure, but which ones deliver measurable and effective results is individual to every organization. Those advertisers that have learned what they need to look for in a campaign should be a step ahead as they explore new avenues of customer engagement – so by the end of 2010, most will have a coherent social media strategy producing bottom line dollars.

Christopher Petix serves as the President of Clash-Media working in the US office. With over 15 years of online experience he brings a wide variety of knowledge working at company’s including Double-Click Media in the start-up, founding his own tri-lingual travel site, heading up Vendare Media’s team on the East coast, as well as CoregMedia. His emphasis on client services and retention have allowed him to cultivate numerous longstanding business relationships in the online advertising industry.


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Great Facebook Apps for Business

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Great article in this month’s issue of Website Magazine, Making the Case for Facebook by Matt Goulart, Founder and Lead Consultant with Webstar Content. In this article, Matt states, “With the decline of traditional television and print advertising, it is getting harder and harder to find effective ways to attract consumer attention. Increasingly, many businesses are moving toward online and social networking tools. Facebook can be a highly effective cost-free solution.”

So, why Facebook? Well, as many are aware, Facebook is the world’s largest social network!

Seven Great Facebook Apps for Business
From the Staff at Website Magazine

Contests – Businesses can create and launch branded contests on Facebook Fan Pages within minutes. Available formats include photo contests, video contests, design contests, logo contests, essay-based contests and more. Contests are a great way to build brand awareness, build content on Fan Pages and recruit new fans.

SocialToo – Enables users to update their personal profile pages, any Facebook Fan page they administer and even remotely to Twitter from the convenience of the status update box.

SocialOomph – Provides productivity tools for social media users and includes tools for Twitter, StatusNet, and Facebook. Facebook users can schedule status updates for their accounts to be published at dates and times of their choosing.

NetworkedBlogs – Promote your blog on Facebook and discover new blogs. NetworkedBlogs is a community of bloggers and blog lovers. Join the fun, add your blog, and connect with others who read and write about subjects you like, as well as promote your blog to active social media users.

RatePoint – Lets users create e-mail newsletters, collect reviews and testimonials and build surveys for free. Connects to Facebook and Twitter easily and allows for share reviews and newsletters with Facebook Friends and Fans, and Twitter followers.

Jobmagic – A social media recruiting application that expands a recruiter’s reach by leveraging Facebook, LinkedIn and Twitter social media channels to help start a dialogue with other candidates which other recruiters cannot.

Social Store Builder – Enables a Volusion store owner to display and sell products directly on their Facebook page. After clicking on a featured product, the customer is taken to the store owner’s secure, one-page checkout to complete the transaction.


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