2. ABOUT US
• Deb Evans – President & CEO – Computer
Explorers
• Chad Cohen – Vice President – Fish Consulting
• David Beyer – Partner – Quarles & Brady
• Todd Leiser – Director Franchise Sales - Valpak
#TFIFA2012
5. QUICK EXERCISE
• Tweet that you are in the Twitter Frontier
IFA session
• “Attending Twitter Frontier Session at the
IFA Convention #TFIFA2012. It’s
awesome”
#TFIFA2012
8. FRANCHISOR - DEB EVANS
• Hello, I am @DebCE and
everything can be tweeted,
any time, any where!
#TFIFA2012
9. CREATE A RAVE
• “Nobody Cares About Your Products
(Except You)”
• “Generate online buzz driving buyers to
your virtual doorstep!”
• “Create Triggers that Encourage People
to Share!”
#TFIFA2012
10. TWITTER AGENDA
• To Do Business
• Corporate Communications
• Public Relations
• Business Development
• Marketing and/or PR
#TFIFA2012
11. SOCIAL SHARING
• Great Content will Create an Emotional
Response
• Builds Creditability Online
• Allow the Sharing Virus to Spread (add
social buttons)
#TFIFA2012
12. SHARING IN 2011
Infographic by AddThis of
ClearSpring
#TFIFA2012
19. TWEET BREAK
–Tweet a question @ValpakTodd
–Tweet a comment
–Use the Hashtag #TFIFA2012
#TFIFA2012
20. FRANCHISEE – CHAD COHEN
• What can you do for your franchise with 140 characters or less?
– Find the people and the web intelligence that can help make
your business successful.
#TFIFA2012
21. THE TWITTER FRONTIER
• Twitter: She’s smart and unique, with a big mouth and lots of
connections.
• She’s the friend who gossips and makes lots of noise.
• However, Twitter has her limits, but tell her the right things and she’ll
hook you up with the right people.
• If you want to stay on her good side, make sure you have a theme
for what you’re going to tweet, and stay connected or you’ll never
get anywhere with her.
#TFIFA2012
22. THE TWITTER FRONTIER
• As franchisees, remember the following:
– The choice to participate is yours
– Respect the brand’s proprietary information
– Be respectful, unique and the expert in your field
– Pause before posting
– Solve problems
– Know your voice
– Monitor and participate
– Reward your followers
#TFIFA2012
23. THE TWITTER FRONTIER
• If you, the franchisee, choose to engage, remember:
– Your twitter account is not an island. It does not stand alone.
– Needs to be reinforced offline for it to have an impact and for
customers to deem it useful.
– Twitter is not separate from your marketing and customer service
efforts.
– Monitor and track your brand, address concerns, offer customer
service or thank people for praise.
– Twitter is your megaphone to your local community. Use it. Get
engaged.
#TFIFA2012
25. TWEET BREAK
–Tweet a question @ValpakTodd
–Tweet a comment
–Use the Hashtag #TFIFA2012
#TFIFA2012
26. LEGAL PERSPECTIVE
Just because it’s on social media does
not mean that:
– Laws no longer apply
– The FA / Manual does not apply
Due to viral nature: Be More Vigilant !
28. Digital Millennium Copyright Act
• Limits copyright infringement liability
for hosting third party content
– No actual knowledge
– No financial benefit from infringing
activity
– Remove content on notice
– Designate agent for notices
29. FTC / Endorsements
• FTC actively monitoring advertising in
social media
– Endorsements – Disclosure
– Sellers & Third Parties Liable
– Sellers may be liable for what endorsers
do
– Sellers must inform endorsers of rules
30. • Federal Trade Commission guidelines
subject companies to liability for false
or unsubstantiated statements made
through endorsement, or for failing to
disclose material connections
between themselves and endorsers
• Be sure franchisees identify
themselves as such
31. The Communications Decency Act
• Limited Immunity
• Site operators not liable as
publisher of third party content
• Be Careful: If edit or modify
then can lose immunity
32. Franchise Sales
• If social media is used to offer
and sell franchises, then must
follow internet advertising rules
–Include disclaimer
–List on FDD
–Don’t direct
33. Financial Performance Representations
• Not if FPR is directed to general public
• But if directed to prospects, then risk of
FPR
• Follow media claim rules with
disclaimer
– FDD
– % exceeded claim
• Policy to not post financial information
34. Social Media Policies
• List prohibited social media
conduct
• Identify appropriate identification
practices
• Reinforce confidentiality policies
• Inform that you will monitor
35. Social Media Policies
• No financial information
• Handling disparagements
• Proper use of Marks
• Specify links to Franchisor sites
• Common naming convention and
handles
• Similar photos – like storefronts
36. User-Generated Content
– Describe content restrictions
• No false or deceptive claims
• No defamation / privacy
– Takedown rights / Don’t Edit / Remove
– Disclaimers of responsibility
– Territorial Restrictions
37. Whose Account Is It Anyway?
• Phonedog Media v. Kravitz
• Twitter Account: Phonedog - Noah
38. Whose LinkedIn Contacts Are They?
• Eagle v. Morgan
• Employee may be liable for
misappropriation
39. TWEET BREAK
–Tweet a question @ValpakTodd
–Tweet a comment
–Use the Hashtag #TFIFA2012
#TFIFA2012
40. TECHNOLOGIES
• Here are a few tools:
• http://muckrack.com/about
• http://mashable.com/2011/09/30/twitter-history-infographic/
• http://tweetpsych.com
• http://mashable.com/guidebook/twitter/
• http://addictomatic.com
• http://socialmention.com
• http://tweetchat.com
• http://tweepsearch.com
• http://tweetburner.com/
• http://tweetbeep.com/
• http://twellow.com
#TFIFA2012
44. CONTACT US
Deb Evans Chad Cohen David Beyer Todd Leiser
@DebCE @chad_cohen @ @valpaktodd
www.computerexplorers www.fish- www.quarles.com www.valpak.com
consulting.com
800-531-5053 954-893-9150 813-387-0264 727-399-3091
devans@iced.net ccohen@fish- david.beyer@quarles.com todd_leiser@valpak.com
consulting.com
#TFIFA2012
Hinweis der Redaktion
How many of your have smart phones that can access the Internet right now?How many of you have it with you?How many of it in your hand?Show me (PHOTO) TweetWe know you are going to be looking at it during this session, so…..We will pick one out and award a T-shirt (afterwards)
World Wide Rave - A World Wide Rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there.
75% of COMPUTER EXPLORERS Franchisees have a Facebook page
Per Entrepreneur Magazine Jan issue: Massage Envy encourages franchisees to embrace social media. The Scottsdale AZ based company not only operates FB and Twitter accounts but each month distributes to franchisees a social media calendar with suggested FB and Twitter posts that easily can be customized for individual locations. Additionally, at its annual convention last year, Massage Envy held several sessions on social media to help franchisees understand the benefit and prepare them with the tools they need to be successful. Massage Envy uses targeted FB ads to attract franchisees to buy into the 700-location system. Last year, the company implemented a 60-day advertising campaign targeting 12 million FB users in key expansion markets. The initative generated more than 10 million impressions and nearly 2,500 click throughs to their website.