Tag Archives: franchise marketing

Why You Don’t Want 1 Million Likes on Facebook

10 Aug

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You DON’T want 1 Million Likes on Facebook.

You want 100 pages with 10,000 likes. Or 1,000 pages with 1,000 likes!

 

Many digital marketers have spent the past year spreading the news that Facebook posts are organically reaching a mere 1% or 2% of their fans’ newsfeeds.

While this may be the case for huge brands with millions of fans, there’s good news for midsize brands. Earlier this year Locowise reported the following average organic post reach for Facebook pages of these sizes:

1 Million+ Likes                     2.27%

500,000 Likes                       7.47%

50,000 Likes                         9.62%

Under 1,000 Likes              14.21%

 

Sure, you would rather reach 2% of One Million people than 14% of One Thousand people. But what if you could repeat that 14% over another 1,000 pages? 

Who has that potential and could benefit in this current situation? Franchises!  Why? Because they don’t just have one small page with 1,000 likes, but multiple.

 

It isn’t the number of Likes you have that matters; it’s the number of pages you have and the number of Likes on all those pages.

 

This has been the case for the past couple of years. In 2013, franchise and restaurant chain brands I consulted reported higher reach levels than brands with a single page. This local page gap is widening and those who have all Facebook eggs in one basket are losing out.

Example using the current organic reach rates – 
Brand A: company with 1 Million Likes on one page reaches 2,270 people.
Brand B: a Franchise brand with 1,000 Likes on 1,000 pages reaches 142,100 people.

Both brands have a total of 1 Million fans, but the Franchise system reaches far more fans with every post shared on all pages. Franchises are indeed greater than the sum of their franchisees.

Act now while the window is open! Fortune 500 companies should be looking for a way to divide their giant page into 1,000 pages. Their organic reach would skyrocket.

 

 

 

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!

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

 

 

Franchisors: Don’t Do Facebook Promoted Posts from Your Brand Page.

22 Mar

 

Facebook Dollar 11

 

You need Facebook ads and promoted posts not from your brand’s Facebook page, but from all of your franchisees’ Facebook pages.

By pushing out ads from your franchisees’ local pages, you’re ensuring that 100% of this investment is going toward potential customers near your local units. If you only boost posts from a brand page, you will be spending many dollars on advertising to people who are 500 miles from your nearest franchisee, even when using demographic targeting on your brand page.

And those people who are far away miles from your nearest franchisee? Target those folks with your Franchise Development story in promoted posts from your brand page or special Fran Dev pages!

 

IFA Tweetup 2015

11 Jan

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Just announced – The IFA Tweetup to kick off The 2015 International Franchise Association Convention.

Please stop by the 7th Annual IFA Tweetup on Saturday. Join us for some informal chats and network with franchise industry leaders.

Date: Saturday February 14

Time: 7:00 PM

Place: The West Wing lounge inside The MGM Grand Las Vegas

Click here to RSVP

IFA Convention 2015 2

 

15 For ’15: Franchise Pros to Follow on Social

4 Jan

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If you’re involved in marketing, management, or sales for a franchise brand, I recommend connecting with these 15 industry professionals on any social channel and follow their updates.

These pros come from all areas including operations, sales, executive management, and more. They may work as franchisors or consultants or suppliers. However, they all have one thing in common: they share great ideas about franchising and other business topics every day on their social media channels.

Click their names to see their LinkedIn profiles. But be sure to dive deeper to see their blog, Tweets, Facebook page, YouTube channel, or listen to a podcast.

 

Jerry Darnell, CEO, Jerry Darnell & Associates

 

Deb Evans, President, Franchise Foundry

 

Stan Friedman, President, FRM Solutions

 

Matt Kelton, Chief Operating Officer, Showhomes

 

Susan King Glosby, VP of Operations, FIT4MOM

 

Brandi Kloostra, Vice President of Marketing, Service Brands International

 

Joel Libava, Franchise King

 

Brendan Major, Chief Strategist, Accelerated Digital Strategies

 

Tim Miller, VP Enterprise Sales, Yext

 

Lee Plave, Owner, Plave Koch

 

Paul Pickett, VP of Franchise Development, Wild Birds Unlimited

 

Paul Segreto, CEO, Franchise Foundry

 

Ryan Vaspra, SVP of Product and Operations, Sightly

 

Rachael Wachstein, Vice President, Content Marketing, Fishman PR

 

Clarissa Windham-Bradstock, CEO, Any Lab Test Now

 

 

Social Media Driving Local Store Traffic for Franchises

25 Apr

 

I am sharing this presentation of best practices in using social media, specifically Facebook, to drive local traffic to local retail stores, restaurants, and outlets. 

 

This is part of Engage121 and our clients’ ongoing work not only to grow clients’ communities and engage new customers, but also to generate new consumer leads. This is done via our successful formula of engaging organic posts and advertising placement!

 

FranTech Preview: High Tech Lead Generation

26 Mar

 FranTech1

 

One of the FranTech panels to which I’m most looking forward is called The New Era of Lead Generation and will be led by my Social Geek Radio Co-Host Deb Evans.

The speakers on the panel include:

Jason Paulo, President & CEO, Monkey Bizness

Chad Stewart, Director of Marketing and Network Vision, AlphaGraphics, Inc

Susan King Glosby, CFE, VP of Operations, Fit4Mom

Moderator: Deb Evans, CFE, President, Franchise Foundry

 .
The panel will review new tools and technology franchisors are using to:

  • Get the attention of prospects and franchisees
  • Building relationships
  • Increasing visibility
  • Collaborate & Conference

 And – Tonight – Wednesday March 26 – 8pm ET / 7pm CT – join me live on Social Geek Radio as I ask Deb and special guest Susan King Glosby more about the tech they’re using to reach franchisees and get a taste of what to expect at FranTech!

 

Listen Live to Social Geek Radio

Or

Download from iTunes right after the show!

 

 

 

 

 

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