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The Twitter Frontier - IFA 2012l

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Social Media & Franchising - Presentation from 2012 International Franchising Association Annual Convention

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The Twitter Frontier - IFA 2012l

  1. 1. 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
  2. 2. AGENDA • Franchisor’s Perspective • Franchisee’s Perspective • Legal Perspective • Best Practices • Tools • Q&A #TFIFA2012
  4. 4. 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
  6. 6. #TFIFA2012
  7. 7. FRANCHISOR - DEB EVANS• Hello, I am @DebCE andeverything can be tweeted,any time, any where! #TFIFA2012
  8. 8. 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
  9. 9. TWITTER AGENDA• To Do Business• Corporate Communications• Public Relations• Business Development• Marketing and/or PR #TFIFA2012
  10. 10. SOCIAL SHARING• Great Content will Create an Emotional Response• Builds Creditability Online• Allow the Sharing Virus to Spread (add social buttons) #TFIFA2012
  11. 11. SHARING IN 2011 Infographic by AddThis of ClearSpring #TFIFA2012
  12. 12. GROUND RULES• http://socialmedia.policytool.net/ #TFIFA2012
  13. 13. SOCIAL MEDIA TOOLKIT• Provide step by step guide #TFIFA2012
  14. 14. ESTABLISH “US” POLICY• Tweets are Better as a Team #TFIFA2012
  15. 15. TWEET PSYCH• What will youTweet? #TFIFA2012
  18. 18. TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012 #TFIFA2012
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  24. 24. TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012 #TFIFA2012
  25. 25. 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 !
  26. 26. • Copyright Infringement• Trademark Infringement• Defamation• Advertising Fees
  27. 27. 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
  28. 28. 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
  29. 29. • 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. Social Media Policies • List prohibited social media conduct • Identify appropriate identification practices • Reinforce confidentiality policies • Inform that you will monitor
  34. 34. 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
  35. 35. 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
  36. 36. Whose Account Is It Anyway? • Phonedog Media v. Kravitz • Twitter Account: Phonedog - Noah
  37. 37. Whose LinkedIn Contacts Are They? • Eagle v. Morgan • Employee may be liable for misappropriation
  38. 38. TWEET BREAK –Tweet a question @ValpakTodd –Tweet a comment –Use the Hashtag #TFIFA2012 #TFIFA2012
  39. 39. 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
  42. 42. WRAP-UP #TFIFA2012
  43. 43. CONTACT USDeb Evans Chad Cohen David Beyer Todd Leiser@DebCE @chad_cohen @ @valpaktoddwww.computerexplorers www.fish- www.quarles.com www.valpak.com consulting.com800-531-5053 954-893-9150 813-387-0264 727-399-3091devans@iced.net ccohen@fish- david.beyer@quarles.com todd_leiser@valpak.com consulting.com #TFIFA2012