We all understand the value a strong social media program provides in driving sales results, establishing loyal customer relationships and building strong brands. The challenge is how to effectively and efficiently deliver these social media programs through a franchise network. The most powerful social media is authentic, transparent and delivered locally – this can be difficult to do across a large, independent network. This session will deliver practical tips and ideas on how-to deliver an integrated, well-branded social media program with both franchisor and franchisee content.
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
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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
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
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
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
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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
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
44.
45.
46.
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
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
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
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