Presentation made to the Canadian Franchise Association by Kim McWatt, Chantel Broten, and Mary Fearon.

1. Delivering an Integrated
Social Media Program Through
Your Franchise Network

2. 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
1
2

3. Session Agenda
Introduction
The Social Media Dilemma
5 Key Steps
Case Study
Closing Thoughts
Q&A

4. Introduction
Who we are & what we do

5. Specialists in
Network
Marketing
WE ARE

6. Marketing in a dealer / franchise
network is unique
DIRECT TO CUSTOMER
CORPORATION NETWORK DEALER

7. 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

8. The Social Media Dilemma
“SH!T HAPPENS”

9. The Dilemma
Corporate: Content overlapping with Franchisees
Inconsistencies emerging
CORPORATEFRANCHISE A
Posts infrequently
or stopped
Struggles
with content
Posts regularly
All local content
FRANCHISE B

10. The Inevitable Results
compliance
issues
ineffective
crisis
response
customer
service
concerns
Inadequate
complaint
sharing
nocontent
control
inconsistent
brand
experience

17. How can you manage
all the chaos and deliver
effective social media
programs through a
franchise network?
THE
BURNING
QUESTION

18. Leverage open
communication and
ongoing engagement to
build lasting customer
relationships
THE SOCIAL
MEDIA
OPPORTUNITY

19. 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

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

21. CORPORATION
STEP 1: Determine desired social media presence
Corporate Only Model
CUSTOMER

22. STEP 1: Determine desired social media presence
Local Only Model
NETWORK CUSTOMER

23. STEP 1: Determine desired social media presence
Shared Corporate/Local
CORPORATION NETWORK CUSTOMER

24. STEP 1: Determine desired social media presence
Considerations:
• Emphasis on corporate vs local programming
• # of franchise locations in each local geography
• Capacity and capability of franchise staff

25. Social Media Management
Define how you will work
with your franchisees

26. It’s a matter of
control...
Tight ControlContinuum Open

27. STEP 2: Outline Management Structure
Considerations:
• Capacity and capability of franchisee and
corporate staff
• Frequency of involvement
• Response time commitment

28. Community Management
Centralized: Corporate head office has
full control
Dispersed: Dealers/franchisees manage
all communications
Collaborative: Both the corporation and
network manage together
2
1
3

29. Clear Roles and
Responsibilities
Incorporate in franchise agreement

30. STEP 3: Clear Roles & Responsibilities
Considerations:
• Scope
• Ownership
• User name format
• Compliance

31. Content Strategy and
Outreach Plan
Bringing the Communications
Strategy to life

32. Knowing
what to say!
BIGGEST
ISSUE FOR
FRANCHISEES

33. Content is King

34. Photos (with permission), Video, Whitepapers / Brochures,
Newsletters, PR & News Releases, Industry News, Blogs, Testimonials /
Reviews, Events / Fundraisers, Milestones...and a whole lot more!

35. 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?

36. 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

37. 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

38. Enable Sharing
• Content repository
• Internal communications
• Advisory committees

39. Deployment Tools
Seamlessly engage customers with
corporate and local content

40. So many tools!

41. 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

42. 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 cbroten@jankelley.com

43. 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

47. 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

48. Case Study
Campaign support - Building trust

49. Social Media goal:
Create long term engagement
Campaigns are “one-offs”

50. Four critical
variables for campaign
success
Timing
Goalsand
Objectives
Content
Response
Requirements
BUT campaigns are still an important part of your
overall communications strategy

51. 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

52. Campaign support – Building Trust
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.

53. Campaign support – Building Trust
Content provide an outline of content
Response requirements outline
who/how/when customer comments
will be addressed

54. Include franchisees
early in the campaign
development stage
BOTTOM LINE

55. RESULTS IN
Increased
loyalty
buy-in
Increased
Trust
Higher
Opportunity
for Success

56. Closing Thoughts
Let’s recap

57. 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

58. Q&A
Any questions?

59. CONTACT INFO:
CHANTEL BROTEN VP Chief Strategy Officer
cbroten@jankelley.com @Chantel_Broten
MARY FEARON Communications Director
mfearon@jankelley.com @MaryFearon
KIM MCWATT Director, Social Media
kmcwatt@jankelley.com @KimMcWatt
Follow us
@JAN_Kelley
Note: JAN Kelley Marketing is the Canadian Zift Solutions agency partner.
For more information, contact cbroten@jankelley.com