Tag: Social Media

Who, What, When, Where, Why & How of Social Media within a Franchise Organization

July 29, 2011July 29, 2011 · 2 Comments ·

So, you may be thinking that it’s about time you and your franchise organization jumped into the social media pool. Of course, it’s not too late! Throughout the day, we will take a shot at simplifying social media with the hope that all phobias and concerns will be put to rest and venturing into the social media pool will be a piece of cake. So, here we go!

Recently, we addressed developing a social media plan of action around our simple Social Media e-IDEA. Well, let’s simplify that even further and get you to do a little homework beforehand. Your assignment is to answer the key questions of Who? What? When? Where? Why? and How? to make certain you’re heading in the right direction.

Who? (Identify your targets)

Know your ideal franchisee profile
Know your targets

What? (Manage the conversation)

Determine and integrate social media responsibilities within current job function or position
Identify and train “voices” of the company and brand
Develop social media guidelines for the entire franchise system including negative response protocol

When? (Plan accordingly)

Review previous day’s activity
Determine today’s objectives
Determine corresponding activities
Divide the day accordingly
Be certain to monitor alerts
Use social media tools wisely
Encourage regular participation
Prepare for evenings & weekends
Key: Quality over Quantity

Where? (Locate your targets)

Know where your targets “listen and speak”

Why? (Some possible goals and objectives are listed)

Create or improve brand awareness
Increase business at unit level
Create or improve interest in franchise opportunity
Generate qualified franchise sales leads
Improve franchise sales efficiency
Improve communications throughout franchise system
Locally, regionally or nationally

How? (Making it happen)

Determine specific goals and objectives
Focus all marketing efforts
Know what’s going on at all times

*This post was originally published on this site March 2011

Integrating Social Media with Traditional Marketing

May 22, 2011May 24, 2011 ·

The following is a discussion on a blog by Michelle Bonat originally posted in late 2008 but still very relevant today. Michelle discusses taking small steps towards integrating Social Media Marketing with classic (traditional) marketing programs.

Babysteps…How to integrate social media with traditional marketing programs

Social media marketing is most effective when it is an integrated part of your overall marketing efforts. But how do you jump into social media when you already have some really effective classic marketing programs in play? Here are a few ways you can babystep into the world of social media by leveraging the good stuff you already have.

1) Maintain a single consistent marketing strategy through classic and social media marketing.

Your goals, objectives and messages should be consistent across all of your marketing. Sounds simple, but unless you define and enforce this it won’t happen.

The good news here is that you don’t have to re-figure this all out just for social media. It’s really just taking your existing marketing platform and extending it.

2) Extend your reach – Reach out to your influencers in ways that they like to communicate.

Use your existing marketing knowledge about who influences your product’s purchasing decisions, and use social media tools to create a discussion with them where they hang out.

Some specific examples: Are your influencers kids? Get on the social networks catering to the younger set. IT buyers? Figure out which bloggers are influencing this community. Mobile sales professionals? Deliver content in a mobile enabled way, such as Twitter.

3) Invite your customers into the process.

While you are planning your next product, refining your messaging, or even launching a marketing campaign, figure out a way to get your customers involved whenever possible as early as possible. When you do this they feel that they have been heard, feel more engaged and valued, which results in a tighter connection with your company and product. It also gives you the benefit of upfront input. A product that people actually want? Described in a manner that speaks to them? Wonderful!

A good way to on-ramp this customer involvement include online communities (public or private, even a public group on an existing social network). You can even ask them to deliver their thoughts in video form by way of a contest – “describe what our product means to you”.

4) Turn an online forum into a social media hub.

Make people feel more at home by adding profile information and allowing the posting of pictures (or pointers to a picture posting service like Flickr).

Recognize that you have to give to get. Start a genuine conversation with your audience by having company employees contribute to the forums in their own words. For example, instead of just asking for feature enhancements suggestions, tell them what direction you are headed and, if possible, the timing for these enhancements (without giving away too much info). Then ask them their opinion.

Try these few tips to help ease into a social media program that leverages your existing marketing – and you will soon be on your way!

Franchise Social Media – Beyond the Basics: An Overview

April 16, 2011April 16, 2011 ·

On Wednesday, April 20th at 12 PM CDT, franchisEssentials is proud to present a complimentary webinar, Franchise Social Media – Beyond the Basics. A couple of weeks ago, an article by the same title was posted on Franchising.com, a popular Franchise Update Media Group site. Since the article was published, we’ve received numerous requests for additional information, and registrations for the upcoming webinar has increased significantly.

Leading into the webinar, as many within the franchise community are still hesitant and reluctant to venture into social media, and embrace social technology, we’re posting the article on this site, in segments, over the next few days. The article serves two purposes. One, it provides an overview of the basis for the webinar. And two, it provides a detailed explanation of franchise social media in very simplistic terms, and defines a simple process to embracing social media within a franchise organization.

Franchise Social Media – Beyond the Basics

What is Franchise Social Media? Basically, it’s more than just social media. It’s the application and utilization of social media within a franchise environment. Sure, many of the same principles apply. But, franchising is different than most small business models. It’s unique in many ways beyond the typical B2B or B2C model. There are specific disclosure laws that are a major part of the franchise candidate recruitment process. Even from a consumer proposition standpoint, the integrity of the entire franchise organization must be considered. And, one cannot discuss social media in a franchise environment without touching upon guidelines, policies and procedures, and brand uniformity.

So, Franchise Social Media is how social media is tailored to not only fit within the various levels of franchising, it must also be integrated within processes and methods within franchise marketing and development. Certainly, utilizing social media within franchising is more than just asking an administrative assistant to set up a Facebook and Twitter account and post and tweet away; especially, without a purpose or specific objective, and definitely not without a well-defined plan of action.

Despite what many marketing professionals believe, Franchise Social Media must be more than what is defined and implemented across most small business segments. The interdependency of the franchise relationship, the franchise dynamic, if you will, must be considered and focused upon as a social media plan is put into action. At all times, the question, “How does today’s [social media] activity affect others within the organization?” must be on the forefront of administrators’ minds as they post, tweet, connect, and engage… every day! A simple mistake can send a ripple effect throughout an organization. A major error, which could include a slow reaction to a potential crisis (remember Dominos employees’ You Tube video?), could be akin to a tsunami racing ashore at 500 miles an hour, with little or no warning to the people (franchisees) along the coast, and possibly inland as well.

Are you afraid or frightened yet? Are your thoughts circling around the decision to just leave social media alone? Or, if you’re already entrenched within social media, are you now considering slowing down, pulling back on your efforts, or maybe even bailing out altogether? Well, you shouldn’t be afraid or frightened, and certainly, you should not bail out. Actually, there needs be more focus beyond the basics of social media, with a very detailed, comprehensive plan to direct efforts specifically to Franchise Social Media.

At franchisEssentials, we utilize a basic acronym of e-IDEA as a guideline when developing franchise social media strategies for clients. The acronym translates to Explore, Identify, Develop, Execute and Analyze. Five easy steps to keep in mind and remember to remain focused and stay on track in your efforts.

Over the next few days we’ll break down each segment of e-IDEA.

Social Media: Definition & Resources

March 23, 2011March 23, 2011 ·

The following is directly from Wikipedia, and represents the definition for Social Media. As the definition includes numerous links to various social media tools and technology, and resources, I thought it would benefit our loyal readers to include the entire section on this site. Certainly, reviewing the basics from time to time can’t hurt, right?

Social Media – As defined on Wikipedia

Social media can take many different forms, including Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking. By applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme for different social media types in their Business Horizons article published in 2010. According to Kaplan and Haenlein there are six different types of social media: collaborative projects, blogs and microblogs, content communities, social networking sites, virtual game worlds, and virtual communities. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP, to name a few. Many of these social media services can be integrated via social network aggregation platforms.

What Social Media Marketing Trends Will Emerge In 2011?

January 8, 2011January 8, 2011 · 1 Comment ·

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.

Social Media Facts & Fiction

November 13, 2010November 13, 2010 · 1 Comment ·

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….

With Social Media Comes Great Responsibility

October 12, 2010October 12, 2010 ·

Within the LinkedIn franchise groups we continue to see discussions about social media. There’s great interest in what still appears to be the unknown. With fundamental questions being asked and basics being discussed, there is still a level of exploration and discovery going on. Yes, and uncertainty as well.

But, there are also discussions about how to utilize social media better, more efficiently and effectively. Many are exploring ways to expand their social media reach into franchise marketing and lead generation. While others are determining how it can help drive business to franchise locations. And, others are looking into improving system-wide communications, support and training through the many facets of social media. Certainly, the franchise community is embracing social media more and more each day.

Discussions have also centered around social media guidelines, policies and procedures. Who’s allowed to do what is an often repeated question? Other questions touch upon Facebook Fan Pages, Twitter presence, types of posts, information to be shared and continue through to crisis management. All are very important topics of discussion and all must be addressed prior to launching a social media program.

That being said, it’s essential an overall strategy be developed that addresses these questions as well as establish goals and objectives of utilizing social media within your organization. Brian Solis, globally recognized as one of the most original and most prominent thought leaders in social media, is very insightful as to how organizations should embrace social media. In his recent book, Engage!, A Complete Guide for Brands and Businesses to Build, Cultivate and Measure Success in the New Web, he shares that insight.

Mark Cuban, owner of the Dallas Mavericks, investor, entrepreneur and Chairman, HDNet, is quoted as saying, It’s no longer an era of business as usual. Executives and entrepreneurs must embrace new media in order to not only compete for the future, but for mind share, market share, and, ultimately, relevance. [Engage!] helps you engage. Without it, you’re competing for second place.

In Chapter 17 of Engage!, Defining the Rules of Engagement, I believe Solis truly delivers the message, and addresses many of the underlying questions I’ve outlined above. At the very least, with respect to these questions, Solis provides what is in essence an outline of what must be considered as businesses take the next step within social media.

With Social Media Comes Great Responsibility
from Engage! by Brian Solis
Chapter 17, Page 205

Please remember these words…

Perhaps the biggest mistakes committed by businesses, personalities and brands in social media occur when people jump into social networks blindly without establishing guidelines, a plan of action, a sense of what people are seeking and how and why they communicate, an understanding of where people are congregating, a definition of what they represent and how they will personify the brand online, and the goals, objectives, and metrics associated with participation.

Everything starts with education and the instruction of policies to protect individuals and brands.

In addition to setting the guidelines and regulations for how and when employees [and franchisees] should and shouldn’t engage online when it relates to the company, we must teach our spokespersons, ambassadors, and advocates how to leverage the immediacy, extent, and potential of these powerful social media tools. Our communities will follow by example.

Holding informal and infrequent workshops and/or publishing internal guidelines for self-consumption and interpretation is not nearly enough to satisfy the substantial requirements for an in-depth comprehension of the scenarios, circumstances, objectives, hazards, and nuances associated with engagement, influence, and community building.

This is more than publishing and it’s far more important than empowering employees [and franchisees] with the ability to chat online.

It is our responsibility to contribute to the increase of a significant, tuned, and strategic signal, with a high ratio to noise. I assure you that in doing so, you will earn a place among the elite in the ranks of social, new, and emerging media practices within your organization.

Recently, on Franchise Today, my guest, BJ Emerson, Social Technology Officer at Tasti D-Lite, mentioned social negligence. At the time, I thought it was a powerful statement and was intrigued by its implications. But now that I’ve read Engage!, I truly understand what BJ was referring to, and now realize the power and magnitude of social negligence… and social responsibility.

This post was originally posted on this site April 2010.

Integrated Franchise Marketing For Franchise Success At All Levels

July 11, 2010July 11, 2010 · 4 Comments ·

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.

Communication

Collaboration/authority building

Multimedia

Reviews and opinions

Entertainment

Brand monitoring