Tag: franchise social media

Franchise Failure – Why Does it Occur?

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Ivan Widjaya, author of the Franchise Note blog, recently posted about franchise failure. In the post, Ivan listed these five reasons why established franchises fail:

1. Franchisors compromise too much, franchisees demand too much.
2. Franchisors don’t listen to their franchisees, and vice versa.
3. Franchisors are busy taking care of bad franchisees, bad performing franchisees are becoming “traitors.”
4. Franchisors don’t have strong Management Team, franchisees ask the franchise support team too much.
5. Franchisors make things too complicated, franchisee can’t seem to be able to follow simple rules.

His thoughts behind each may be reviewed HERE.

Certainly, this list is not complete, and I felt compelled to add as follows:

Poor franchise training program – A sustainable franchise system must have an effective, comprehensive training program complete with well-defined and documented process and procedures. Such processes and procedures should be tried and true, and relatively simple to replicate at the unit level. In addition, it is imperative to franchise succees to offer continued training as well as initial training. I agree as the author has indicated, that many franchisors make things too complicated. So, the key is simplicity, but not at the expense of diminishing best practices.

Inadequate franchise marketing programs – Strong franchise marketing programs are essential to franchise success at both the franchisor and franchisee levels, and should be integrated to ensure brand awareness. Poor brand awareness is a key component in many franchise system failures. The failures are the result of poor unit level sales, minimal interest in the franchise opportunity, and of course, poor communications throughout the system. The latter occurs as the system begins to crumble. In the years since I’ve been responsible for directing two major franchise systems, I’ve been repeatedly asked what I would do differently today? My answer is always, “drive leads to the franchisees!” as everything revolves around franchisee success… increased royalty stream, franchisee profitability, system validation, brand expansion, etc…

Of course, there are many other factors leading to franchisor failure that could be debated until the cows come home. But, this is a great start, and it’s important to get this out in the open and discuss so as to minimize failure at any level. For that, I applaud Ivan for choosing this topic, and encourage many more responses.


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Optimizing Your Social Networking Presence

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Whether you’re establishing your presence on Facebook, LinkedIn or any of the other social networking sites, it’s important to get the most out of your experience for it to be effective in your marketing efforts. Basically, it’s important to optimize your social networking presence. In the book, The New Rules of Marketing & PR, the author, David Meerman Scott, detailed how to get the most out of social networking sites for marketing with the following suggestions:

Target a Specific Audience – Create a page that reaches an audience that is important to your organization. It is important to be thinking about a small niche market.

Be a Thought Leader – Provide valuable and interesting information that people want to check out. It is better to show your expertise or at solving problems than to blabber on about your product or company.

Be Authentic and Transparent – Don’t try to impersonate someone else. It is sleazy and could do irreparable harm to your company and to your reputation.

Create Lots of Links – Link up to your own sites and blogs, and those of others in your industry and network!

Encourage People to Contact You – Make it easy for people to reach you online, and be sure to follow up personally on your fan mail.

Participate – Create groups and participate in online discussions. Become an online leader and organizer.

Make it Easy to Find You – Tag your pages and add your pages into the subject directories. Encourage others to bookmark your pages.

Experiment – These sites are great because you can try new things. If it isn’t working, tweak it, or try something new.


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Making the Case for Social Media Policies in Franchising

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Yesterday, within the IFA Group on LinkedIn, a discussion entitled Why You Don’t Need A Social Media Policy was started regarding social media policies within franchising. Of course, I was compelled to chime in…

It is my position that franchisors would be negligent and irresponsible not to have a social media policy in place. At the very least, they should be working towards one. I could go on about protecting the trademark, system development, etc but with everyone’s experience and understanding of franchise best practices in this group, I’ll just focus on social media for now.

While I do agree “local” is where it’s at, it is still communications, marketing, pr, messages that are being put out there on socail media and just as franchises have established policies, procedures, guidelines, processes, etc for operations, marketing, advertising, etc, it is imperative the same be done for social media.

I’ve spent most of the morning trying to find any article, blog, comment taking the position of not having a social media policy within franchising. I have not found one. But, I have found many franchise professionals that have written and posted about the necessity of having social media polciies within franchising. So, if you don’t agree with my position, allow me to direct you to links from several franchise professionals that feel it is best practice to develop social media policies for franchise brands.

http://blog.wsidigitalmarketing.com/index.php/social-media/do-we-need-a-social-media-policy/

http://www.allbusiness.com/company-activities-management/company-structures/14292073-1.html

http://www.franchise.org/Franchise-Industry-News-Detail.aspx?id=50532

http://www.expansionexperts.com/blog/tag/social-media/

By the way, I don’t believe social media policies should be one-size-fits-all just as I believe a social media program should not be cookie-cutter. To arbitrarily state that all franchisees should have a facebook account and / or a twitter account is not a good or well-thought out recommendation. Determining what social media to effectively use within a franchise system is a process in and of itself. The key word here is “effectively.”

Being effective within social media takes planning. It takes identifying targets and where they congregate and communicate online. It takes determining financial and human resources to engage, monitor and manage the chosen social media platforms. It takes an understanding of the objectives to utilize social media and to have clear, concise expectations. In essence, it takes a strategy to develop, a plan to execute and results to analyze.

Once this phase is complete, a social media toolkit should be developed, franchisees (and franchisor personnel) should be trained, and the program launched. Anything less, in my opinion and from my perspective is less than best practices within franchising.

Franchising is all about uniformity and consistency from one location to another. It’s about systems that provide the foundation to uniformity and consistency. And, it’s about the policies and procedures that ensure that uniformity and consistency that makes franchising successful… And, I don’t believe that’s just my opinion!


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Integrated Franchise Marketing For Franchise Success At All Levels

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Integrated Franchise Marketing (IFM) is a term we use at franchisEssentials to describe a comprehensive approach to achieving multiple goals and objectives within start-up, emerging and mature franchise organizations. IFM directs its focus on creating or improving brand awareness for the franchise organization at local, regional and national levels, driving revenue for franchisees, and generating genuine interest in the franchise concept itself.

The key to IFM is the development of a comprehensive marketing strategy that benefits the entire franchise organization, and is in line with the goals and objectives of all parties to the franchise agreement. It includes coordination at all levels to deliver concise, consistent messages that ultimately ensures positive results at franchisee and franchisor levels including:

Franchisee Level

* Local brand awareness
* Increased sales
* Improved communications with corporate office
* Improved communications with fellow franchisees
* Improved profitability
* Increased business value

Franchisor Level

* Regional & National brand awareness
* Increased royalty revenue
* Improved communications with franchisees
* Improved franchisee validation
* Increased interest in franchise concept
* Improved profitability

IFM works within traditional marketing methods and processes through and in conjunction with a very wide spectrum of non-traditional marketing and today’s unique, innovative tools and technology including the many aspects of social media, mobile, and email marketing. In addition, IFM encourages a cohesive, team effort at all levels of the franchise organization through information sharing and process awareness, enhanced by a solid educational approach.

As we are at the halfway point in 2010, and understanding that making things happen in the third quarter is crucial to overall success for the year, there’s no time like the present to develop and implement a plan that will help all within your franchise organization achieve their goals and objectives.

For more information about utilizing Integrated Franchise Marketing (IFM) within your franchise organization please contact Paul Segreto by email or by phone at 832.838.4822.


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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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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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Social Media Training For Employees

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Yesterday, I read an informative article by Ben Parr (Mashable) about training new employees in social media. The article, “How to Train New Employees in Social Media” was posted on the American Express Open Small Business site and included the following seven tips to social media training:

1. Consider writing guidelines or a social media policy: A policy can clear up confusion and help you keep employee focus away from what they shouldn’t do and towards what they should be doing. We wrote great guides on whether you should have a policy and 10 must-haves for any social media policy over at Mashable.

2. Make it clear you aren’t policing: The focus is on ways to use social media to promote the business, rather than ways to avoid embarrassment. Make that clear to new recruits and stress that you won’t be policing. Rather, you’ll be trusting in their good judgment and their ability to control privacy settings. The Associated Press quickly learned what happens when you become overbearing.

3. Test their social media knowledge: You’re going to have to individualize each employee’s social media training. While one may have 10,000 followers on Twitter, the other may have no idea what a blog even is. Don’t assume everyone’s at the same level.

4. Have them start their own blog: If your employees have writing-specific duties, give them a homework assignment: start your own blog. The practice of setting up a WordPress account, writing posts, and promoting them is real-world education.

5. Give them required reading: Give them a good book or two on using Twitter or pitching to blogs. Give them a set of blogs (don’t forget Mashable!) that they need to read. Have them subscribe via RSS for efficiency’s sake. Finally, encourage them to subscribe to other blogs and explore their interests.

6. Hand them the reigns: They can read and learn, but you have to trust them eventually with the reigns. Once your new employees are getting comfortable, have them tweeting, making videos, and coming up with initiatives. The more they submerge themselves, the faster they’ll learn.

7. Impress upon them the importance of social media: Yes, some employees simply won’t get it unless you put it into context. Explain how far your reach goes with a single tweet, or provide examples of how businesses were hurt by an inability to understand Facebook.