Hope Is Not a Content Marketing Strategy

14 Jul

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Facebook has made a big change that allows users to choose which friends’ or pages’ posts they can “See First” in their News Feeds.

We’re already seeing some pages asking, suggesting, and begging consumers to click on the More button and then click See First to move new posts to the top of their News Feed.

This is after spending the last 6 years asking, suggesting, and begging consumers to click the Like button.

This is not a Strategy; it’s a Hope.

Don’t waste the limited time, space, and attention fans are giving by you asking them to go click something that is not going matter to them and won’t matter much to you in the long run. A few fans may do this, but why would most fans bother? What’s in it for them?

 

Pages are scrambling to get you to "See First" or "Star" ... this is not a strategy.

Pages are scrambling to get you to “See First” or “Star”          This is not a Strategy; it’s a Hope.

 

Instead, let’s use the other part of Facebook’s new change to our advantage. The ability for consumers to see their most influential friends’ posts first is exciting and creates interesting opportunities.

Focus your resources on creating the best possible content. Then boost those posts to maximize exposure. If this content is relevant and interesting, you can count on those viewers to share it with their friends.

Users will see your content shared by their friends instead of more noise from other brands’ pages including your competitors’ pages!

 

The Strategy:

Create good content that is more likely to be shared.

 

The Tactics:

  1. Post content relevant to your audience (this is nothing new…)
  2. Boost it
  3. If it’s good, it gets shared by your fans or targeted audience to their friends

 

Again, you’re not gaming a system by begging for “Stars” or “See Firsts”; you’re providing good content that fans with share with their friends. That is always a good idea and it’s a winning strategy.

 

 

 

 

Facebook Content Marketing in 4 Steps

9 Jul

fRANCHISING

The most important place for your brand’s content marketing is likely Facebook. For franchise brands, here are the four steps to effectively tell your story to customers.

Three of these are controlled by the franchisor; the fourth and final step is in the hands of each franchisee.

  
Steps 1, 2, & 3 by the Franchisor:

1. The Franchisor Takes Control of brand on all social pages
Don’t drive consumers to your franchisees’ pages until they’re ready. Be confident that they are all up to date with current logos, images, names, and proper content.

2. The Franchisor Publishes organic content, curated news, great stories
Share valuable content to all franchisee pages for their local fans to consume.

3. The Franchisor Sets up Franchisees to Engage
This may be empowerment for some systems that set up franchisees to dive in.  Or this may be more controlled for some systems that want to approve content from franchisees before it goes out live.

 

Step 4 by the Franchisee:

4. The Franchisee Boosts Some of the Above Posts on Facebook
This will maximize local audience exposure at the local unit’s discretion and depending on its means. Instead of spending resources on creating content, the franchisee can efficiently choose some of the posts the franchisor published (in Step 2) and boost with local ad dollars. Boosting will vary based on the franchisee’s budget.

Need more info publishing to franchisees’ pages? Connect with my colleagues at Manalto to learn more.

 

Set up Your Future Facebook Pages Now!

16 Jun

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Is part of your business plan for 2016 to expand into Canada? Is your Franchise Development team focused on Texas? Are there big empty spots on your map with no pins in it?

Create Facebook pages now for those future locations, markets, or franchisees.

  • Share the same great content you’re putting on your brand’s corporate page as well as any of your current locations’  or franchisees’ pages. No need to worry about localized special content yet.  
  • Generate some local interest in the brand … and who knows, maybe some local franchise sales leads!
  • You own the page from day one. When a store opens in that market, you can update the name, address, and details.
  • You’re adding value to the sale. Part of what the new franchisee is buying is a pre-made Facebook page with great content already living there and a built in fan base!

The 3 Best Things I Heard at Google

11 May
SGR at Google

Social Geek Radio on the Wall at Google HQ!

Thanks to Google’s franchise team for hosting several Franchise brands, Google partners, and other marketers at last week’s Google International Franchise Assembly Summit.

We saw many fantastic presentations from Google at GIFA. Here are my 3 favorite speakers, along with a favorite quote:

  1. Monica Plaza, Consumer Surveys Head of Sales:
    “You Are Not Your Target Market.”
     .
  2. Gopi Kallayil, Chief Evangelist, Brand Marketing: 
    “Don’t be afraid to experiment in digital marketing!”
     .
  3. Todd Rowe, Director, Global Head of Channel Partnerships:
    “Are your industry’s emerging experts promoting YOUR brand? Or your competitor’s?”

For more on GIFA, tune in to Social Geek Radio Wednesday 5/20 at 8pm ET as Deb Evans and I welcome back Brandi Kloostra and Leah Stewart of Service Brands International to review everything GIFA!

Social Geek Radio’s 5th Anniv. Show – Live at Google!

4 May

GIFA

It’s Social Geek Radio’s 5th Anniversary – This Wednesday Night!

Please join us  for the broadcast & podcast Live at the GIFA Summit at Google Headquarters.

Listen live: http://bit.ly/GIFA2015

Or download on iTunes right after the show!

Interstate 5 SGR

New Social Media Management Functions from Manalto

28 Apr

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I am pleased to be working on the top-shelf Social Media Management Software Manalto and thrilled about a new set of functions added by client request. These new features are key for any brand with multiple locations, franchisees, local outlets, or business units.

The brand and marketing executives I speak with daily need advanced functionality to manage hundreds or thousands of social media pages. Here is a look at these updated functions:

 Manalto V4 Functions x

 

 

Social Geek Tip of the Week: Don’t Inadvertently Advertise Your Competitor

24 Apr

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Be careful of inadvertently advertising a competitor.

If you share curated content like news articles and blogs, be sure to read them thoroughly before posting to your company’s Facebook page or Twitter account to make sure you’re not giving a paid plug to a competitor.

I have been very close to sharing a post from a site but did a quick double-check to find that a competitor gets a big (and often paid) credit in the last paragraph.

 

What’s Your Personal Brand?

13 Apr

I am honored to speak as part of a panel about personal branding in digital media and represent Manalto at this upcoming event hosted by The WFN next Tuesday evening in Atlanta. Here are the details from WFN and a link to RSVP.

I hope to see you there!   atlanta-70847_1920   

WFN Atlanta Chapter Presents:

What’s Your Personal Brand and Why Does it Matter?

A panel of experts will discuss the importance of your personal brand and how the digital world affects how you may be perceived within your industry. Take control of your career by building, enhancing and developing a digital persona that speaks to your skills and experience. Understand how your personal brand is communicated and shared. Discover the steps you can take to control the message when it comes to your own personal brand! Three panelists will share their perspective on the personal branding in today’s complex environment:  

Jack Monson

Jack is the Global Head of Strategic Accounts at Manalto, Inc. He has been helping franchise systems and global brands with Digital Marketing for two decades.

 

Terri McCulloch

As the VP of Sales and Marketing for Any Lab Test Now, Terri manages the company’s brand, as well as all aspects of sales and marketing support to the company’s franchisees.

 

Yvonne Dwyer

Yvonne Dwyer has been a successful medical recruiter since 1998 and prides herself on identifying top personnel for medical practices in and around Atlanta.

 

Tuesday, April 21, 2015
Networking 6:00 – 6:30 p.m. Program 6:30-7:30 p.m.
JW Marriott 3300 Lenox Road NE Atlanta, GA 30326

RSVP by Friday, April 17, 2015. Please feel free to forward this to any franchise colleagues!  

Sponsored By:

Qiigo

Any Test Franchising, Inc.

We Sell Restaurants

Manalto, Inc.

Manalto Logo Big J

PRSA: What Would You Do in a Social Media Crisis?

10 Apr

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I am looking forward to speaking at the PRSA Suburban Chicago Chapter‘s event on Tuesday April 14 in Schaumburg. This will be a very interactive discussion on using social media to handle a crisis. Please join us for some conversation, networking, and great food!

Tuesday, April 14

6-8pm

Uno Pizzeria, Schaumburg

$25 Members, $35 Non-Members, $20 Students.

Register Here!

PRSA SCC

Tech and Digital Marketing at Multi-Unit Franchise Conference 2015

6 Apr

header MUFC

Top franchise brands will get together this week with entrepreneurs, investors, and small business owners from across the globe at the Multi-Unit Franchise Conference in Las Vegas.

If you’re attending the show, check out the app that Franchise Update Media has put together. It’s the best mobile app I’ve used yet for a conference and includes full access to connect with other attendees as well as publishing content to public channels such as Twitter, Facebook, and LinkedIn.

Also, I’ll be broadcasting this week’s Social Geek Radio show and podcast live from the expo hall. Please stop by the Manalto booth and say hello! I would love to hear about your experiences at the MUFC.

Manalto Logo Big J

 

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