Download as PDF, PPTX
Uploaded byThe Franchise Company
Social Media for Franchising
This document outlines a strategy session for a franchise company's social media marketing. The session will involve creating a bespoke social media strategy, defining clear objectives to be achieved within 3 months, and producing a social media strategy and policy blueprint for the next 12 months. The strategy planning process will involve analyzing challenges, opportunities, resources and competition, and focusing on key objectives and the social media landscape to harness the power and growth of social media for the franchise company.
More Related Content
Similar to Social Media for Franchising
Social Media for Franchising
- 1. Social Media for Franchising
- 2. Overview of Day: aims & objec<ves Social Media & Franchising How Social media can make a difference to your business Key Social Media Issues
- 3. Now is the <me to get to grips with social media Aim: To understand how to harness the power of social media to drive up profits and grow your business
- 4. Objec<ves • Iden<fy and recruit new franchisees • AIract new business for your franchisees and help them increase their business profit • Gain new customers for your core business • Develop and implement a social media strategy/policy throughout your franchise network
- 5. Objec<ves • Build brand awareness • Keep your customers fully updated 24/7 • Recession proof your business • Understand the piRalls of social media and how to limit the damage when it goes wrong
- 6. Social Media: what is it? facts and figures
- 7. Legal Aspects of Social Media • SeUng up a Social Media Policy • What a social media policy should include • You may wish to consider the following points when draXing your social media policy: • Strategy: How social media ac<vity will support or promote your prac<ce's aims and objec<ves. • www.lawsociety.org.uk
- 8. • Guidelines for engaging: What the limita<ons are as to what can be discussed, commented on or promoted via social media to avoid poten<al for reputa<onal damage to an individual or prac<ce. To include: • details of how these guidelines will be communicated to those par<cipa<ng in social media • where relevant, details on the use of disclaimers sta<ng that the views expressed are those of the employee and are not representa<ve of the employee's view
- 9. • Management: Who will manage your prac<ce's social media policy and be responsible for ensuring compliance? To include: • any restric<ons in employment contracts • details of the training and support required for those using social media • details of the process for managing breaches of the social media policy, for example withdrawing an individual from a project.
- 10. • Roles and responsibili;es: Who will oversee social media ac<vity and take responsibility for the day-‐to-‐day administra<on of the different ac<vi<es, and who will be able to par<cipate in social media ac<vity within your prac<ce? To include: • details of who will 'own' social media contacts. If you are responsible for your prac<ce's page on a social media site, it will be the prac<ce that owns the content and contacts, whereas the contacts on your own personal page on a social media site belong to you. • Is it more appropriate to use a work or personal email address? For example, if you are seUng up a personal profile on LinkedIn it may be more prac<cal to use a personal email address as this would not be affected if you changed employers. On the other hand, a work email address would be more appropriate if you are promo<ng services.
- 11. • Compliance: How will you ensure that your social media ac<vity is compliant with the SRA Handbook and Code of Conduct 2011? • Confiden;ality: How will your prac<ce ensure that confiden<ality is maintained when social media is used? • Consistency: How will your prac<ce ensure consistency in its approach to draXing messages and contribu<ng to discussions that take place within different social media channels? You may also wish to ensure that the presenta<on of social media ac<vity is consistent with your prac<ce's branding guidelines.
- 13. Social Media Marketing FranchiseCompany Strategy Session Alan McGee: Say Consultancy Ltd
- 14. Your Social MediaPlatform: www.sayconsultancy.com Ken
- 15. My Objectives: • Createa Bespoke Strategy for ????? • Be Creative • Define clearly outlined outcomes • Achieve those outcomes within 3 Mths • Create Professional Inbound Marketing Profiles • Put ????? on Page 1 on LinkedIn for ???? • Produce Social Media Strategy • Produce Social Media Policy • Blue Print for next 12 mths www.sayconsultancy.com
- 16. The Strategy PlanningStages: www.sayconsultancy.com Number One Goal Where will you play ? How will you win ? What do we need to focus on? 3-6 Key Objectives Your Objectives
- 17. Stage Two CHALLENGES OPPORTUNITIES Tools Resources Compe<<on Market www.sayconsultancy.com
- 18. Stage Three www.sayconsultancy.com Clients Channels Servicesand Products Geographies
- 19. Social Media Landscape:why you cant ignore it • LinkedIn: • 2 new members join every second • 4.2 billion professional searches done in 2011 • Facebook: • 850 million monthly active users • 20% of all page views on the web are on Facebook • Twitter: • 500 million accounts • 1.1 million new accounts every day • You Tube: • 2 billion views every day • 3rd most visited site in the world www.sayconsultancy.com
- 20. LinkedIn Facts &Figures • 150 million Worldwide members • 8.4 million UK members • Almost two thirds of all professionals in Britain are on LinkedIn • 64% year on year membership growth • 82% use LinkedIn for business purposes • 74% use LinkedIn to network with other professionals www.sayconsultancy.com
- 21. Growth & Powerof Social Media • Content is King • 41% of B2B Companies have acquired a Customer through Facebook • 57% of Businesses have acquired a Customer through their Company Blog • Company websites with a Blog get 55% more visitors • Inbound Marketing Leads, cost 62% less than Outbound Marketing • Customers Now Find You www.sayconsultancy.com ©2011SAPAG.
- 22. 6 Social MediaPitfalls: 1. Rush To Action without a Plan 2. Lack of Objectives & Measurement 3. No Content Guidelines 4. Failing To Engage Audiences 5. Limited Social Reach 6. Choosing the wrong Tools & Tactics www.sayconsultancy.com
- 23. Importance of aSocial Media Strategy • Target audience • Key Objectives • How to Integrate • Culture change • Capacity • Tools & tactics • Measurement • How to Be Creative Identify
- 24. How To GetThe Best From Linkedin To Generate Referrals & Leads Alan McGee: Say Consultancy Ltd
- 25. Steps to MaximiseFranchise Marketing: • Tools & Tactics • Maximise Professional Profile, Keywords • LinkedIn Groups • Questions & Answers • Slideshare • Behance • Company Profile • Box Net • Skills • News • Events…….. www.sayconsultancy.com
- 26. Maximise Professional Profile: • PremiumSecret • Keywords • Client Focused • Twitter Feed • Snapshot • Social Currency • Customised Web Links • Customised Twitter Feeds www.sayconsultancy.com
- 27. Profile Page • Photo: • Chinese proverb: “One picture is worth ten thousand words." • People want to network with people they can see, so smile, make an impression • Keywords: • Maximise SEO words think like your customer • Customise: All hyper –links e.g. web sites & Vanity URL • Recommendations: Ask for them & showcase them • Social Media Links: Twitter, Facebook, Blog……..add • Professional Headline: maximise your bio….Keywords www.sayconsultancy.com
- 28. LinkedIn Groups: www.sayconsultancy.com LinkedIn Groups is Probably the Best Resource of all Social Networking Sites
- 29. LinkedIn Groups 1. Identifyand join your best prospect target group, focus on 3 to 5 groups with 200 to 1000 members to maximise your exposure (too big you get lost) 2. Target popular discussions in each group and join in, don’t leave conversations open 3. Become a Top Influencer Start your own discussion, create social value 4. Create your own Brand Group focus on people who can benefit from sharing experiences and insights • Ultimately: you have control of the content www.sayconsultancy.com
- 30. Create Your OwnBranded Group: www.sayconsultancy.com 3,363 members
- 31.
- 32. Social Media NELinkedin Group www.sayconsultancy.com
- 33. Questions & Answers • Post a Question: tap into the wisdom and experience of your network, who may be facing similar challenges to you • Post it in a targeted category or the discussion board of a related group • Answer a Question in LinkedIn answers, get yourself recognised as an industry expert, a great opportunity to win new business, at the least find new prospective clients www.sayconsutlancy.com
- 34. Ask A Question: • Questionrelated to your clients & sector • Targeted • Specific • Relevant www.sayconsultancy.com
- 35.
- 36.
- 37.
- 38.
- 39. Slideshare: • Why Slideshare: • Another Free Stand Alone Web Site • It gets over 50 million monthly visitors • It is one of the most visited 250 websites in the world. • Helps you create a branded Offering • It is another Social Network • The Paid account can generate leads www.sayconsultancy.com
- 40. Slideshare: • Integrate intoLinkedin • Promote campaigns • Showcase Pension Developments • Tips, Tricks & News • Market Events • Promote Case Studies • Also • Creates additional search engine traffic • Viral to Blogs, Facebook, Twitter, LinkedIn & You Tube www.sayconsultancy.com
- 41.
- 42. Behance: Creative PortfolioDisplay www.sayconsultancy.com
- 43.
- 44.
- 45.
- 46.
- 47.
- 48. Change Order OfPage: • Example, Check my Profile • Profile fully utilised • Slideshare • Video • Blog • Box Net • Summary • Recommendations • Keywords, via Skills & Interests www.sayconsultancy.com
- 49. Social Media Marketing HowTo Network
- 50. How to Network: www.sayconsultancy.com 6.Ask for the business 1. Identify Prospect 2. Research Profile 3. Social Footprint4. Link up 5. Build a Relationship
- 51. 5 Steps onhow to Connect Professionally: 1. Research the Target contact, check their profile, see who they are and who they know 2. If you know them from business, networking, college or a friend you can ethically connect 3. Never send them the default invite, show some respect, let them know you have made an effort 4. If you don’t know them, find someone you know who does, ask for a referral introduction 5. If none of the above, look at which groups of common interest you have and join the same group, another box will appear in the invite section, then join them www.sayconsultancy.com
- 52. How to ConnectProfessionally: • Sending an invite to Rachel • www.sayconsultancy.com Only if it is true! Please don’t send the default invite
- 53. Review & AgreeActions: www.sayconsultancy.com
- 54. Companies we haveworked with to date: www.sayconsultancy.com