JAN Kelley Marketing - Social Media for Franchise Networks

Delivering an Integrated Social Media Program Through Your Franchise Network

Session Objectives

Gain insight into options for managing social media within your organization

Learn practical tips and ideas on how-to deliver an integrated, well-branded social media program with both franchisor and franchisee content

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Session Agenda

Introduction

The Social Media Dilemma

5 Key Steps

Case Study

Closing Thoughts

Q&A

Introduction Who we are & what we do

Specialists in Network

Marketing WE ARE

Marketing in a dealer / franchise network is unique

DIRECT TO CUSTOMER

CORPORATION NETWORK DEALER

FROM: Interruption Efficiency Media as Channels Consumers as Audience One-to-Many Persuasion Controlled Communications

TO: Engagement Effectiveness

Everything as Channels Consumers as Media

One-to-One Utility

Open Communications

The Social Media Dilemma “SH!T HAPPENS”

The Dilemma

Corporate: Content overlapping with Franchisees Inconsistencies emerging

CORPORATE FRANCHISE A

Posts infrequently or stopped Struggles with content

Posts regularly All local content

FRANCHISE B

The Inevitable Results

compliance issues

ineffective crisis

response customer

service concerns

Inadequate complaint

sharing no content

control

inconsistent brand

experience

How can you manage all the chaos and deliver

effective social media programs through a franchise network?

THE BURNING QUESTION

Leverage open communication and

ongoing engagement to build lasting customer

relationships

THE SOCIAL MEDIA OPPORTUNITY

5 Critical Steps 1. Determine desired social media model

2. Outline social media management structure

3. Incorporate well-defined social media roles and responsibilities in franchise agreement

4. Develop content strategy and outreach plan

5. Select and implement a deployment and monitoring tool

Build trust through open

communication

Desired Social Media Presence Decide ‘what’ you want to achieve before jumping into ‘how’

CORPORATION

STEP 1: Determine desired social media presence

Corporate Only Model

CUSTOMER


Local Only Model

NETWORK CUSTOMER


Shared Corporate/Local

CORPORATION NETWORK CUSTOMER


Considerations:

• Emphasis on corporate vs local programming

• # of franchise locations in each local geography

• Capacity and capability of franchise staff

Social Media Management Define how you will work with your franchisees

It’s a matter of control...

Tight Control Continuum Open

STEP 2: Outline Management Structure

Considerations:

• Capacity and capability of franchisee and corporate staff

• Frequency of involvement

• Response time commitment

Community Management

Centralized: Corporate head office has full control Dispersed: Dealers/franchisees manage all communications Collaborative: Both the corporation and network manage together

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Clear Roles and Responsibilities Incorporate in franchise agreement

STEP 3: Clear Roles & Responsibilities

Considerations:

• Scope

• Ownership

• User name format

• Compliance

Content Strategy and Outreach Plan Bringing the Communications Strategy to life

Knowing what to say!

BIGGEST ISSUE FOR

FRANCHISEES

Content is King

Photos (with permission), Video, Whitepapers / Brochures, Newsletters, PR & News Releases, Industry News, Blogs, Testimonials /

Reviews, Events / Fundraisers, Milestones...and a whole lot more!

Develop a content strategy

Considerations:

• What brand attributes are unique/valuable to customers?

• Role of corporate vs. local content?

• How does the brand address customer needs?

Develop a content strategy

Considerations (continued):

• How involved is the purchase decision?

• What community or cultural aspects are aligned with the brand?

• Identify key customer questions and responses to enable quick response times

Develop an outreach program

Considerations:

• Consider the value and benefits of different channels (e.g. Facebook engages brand advocates, Twitter is a platform for news, thought leadership,etc)

• Map annual activities at a corporate and local level

• Align company events with key customer events (corporate and local)

• Develop rolling editorial calendar with pre-populated posts across platforms

Enable Sharing

• Content repository

• Internal communications

• Advisory committees

Deployment Tools Seamlessly engage customers with corporate and local content

So many tools!

How Zift solutions helps with social media

Zift allows Corporate to provide seed content for Franchisees

– Provides library of posts that dynamically adjust for franchisee

– Preschedule suggested posts to support best practice frequency

– Tags posts into categories so franchisees can filter to relevant content

– Consolidates publication so posts automatically go out on multiple platforms

– Allows franchisees to schedule their own supplemental posts

How Zift solutions helps with social media

Zift automatically extends current analytics with social interactions

– Visits to websites linked to social links followed

– Lead activity records automatically extended with social activity

– Social activity can be linked to the franchisee CRM

Note: JAN Kelley Marketing is the Canadian Zift Solutions agency partner. For more information, contact [email protected]

Corporation inputs content

Franchisees review, edit, discard

or approve

Franchisee’s social media sites update with posts

Corporation publishes content directly to franchisee social media sites where franchisees have agreed

Customers read posted content and interact

with franchisees

How Syndicated Social Media comes together

It is easy for the franchisee – Well branded, high quality content is automatically published to

social accounts

The franchisee stays in control – Posts pre-screened by selecting filters

– Individual posts can be reviewed and removed

– Supplemental post can be added

The franchisee can see results – Social interactions are automatically included in analytics

– Social interactions are tied to lead records

Case Study Campaign support - Building trust

Social Media goal: Create long term engagement

Campaigns are “one-offs”

Four critical

variables for campaign success

Timing

Goals and Objectives

Content

Response Requirements

BUT campaigns are still an important part of your overall communications strategy

Campaign support – Building Trust

• National restaurant franchise

• Launched a Facebook campaign to drive awareness of new menu items

• Over a five week period

• Posts made by head office directly to franchisee Facebook pages through Hootsuite


Goals and Objectives set clear objectives and measureable goals, publish to the network prior to launch

Timing provide details on the length of the overall campaign, frequency of posts, and timing of individual posts.


Content provide an outline of content

Response requirements outline who/how/when customer comments will be addressed

Include franchisees early in the campaign

development stage

BOTTOM LINE

RESULTS IN

Increased loyalty buy-in

Increased Trust

Higher Opportunity for Success

Closing Thoughts Let’s recap

5 Critical Steps 1. Determine desired social media model

2. Outline social media management structure

3. Incorporate well-defined social media roles and responsibilities in franchise agreement

4. Develop content strategy and outreach plan

5. Select and implement a deployment and monitoring tool

Build trust through open

communication

Q&A Any questions?

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CONTACT INFO:

CHANTEL BROTEN VP Chief Strategy Officer

[email protected] @Chantel_Broten

MARY FEARON Communications Director

[email protected] @MaryFearon

KIM MCWATT Director, Social Media

[email protected] @KimMcWatt

Follow us @JAN_Kelley

Note: JAN Kelley Marketing is the Canadian Zift Solutions agency partner. For more information, contact [email protected]

mailto:[email protected]



JAN Kelley Marketing - Social Media for Franchise Networks

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Transcript of JAN Kelley Marketing - Social Media for Franchise Networks