Google+ for Brands

Google+
Last week at Social Media Breakfast Chicago, I was pleased to lead a lively discussion with several smart marketers and community managers on Google+. Everyone is in the planning stages and waiting to see exactly what Google has in store for brands hopefully still this year!

It feels like Google+ is moving forward ever so methodically. There is now an API available though it’s limited to public data at the moment. In fact, this week I connected my Google+ profile to my Engage121 account.

The group relayed stories how their brands and clients are anxiously waiting for the business pages to be rolled out. Here is a list of things you can do now to prepare.

1. Get in and use it as a personal profile now to get the feel.

2. Get your colleagues and valued connections from other platforms to join now and learn together. Share some posts with each other or start a Hangout (my favorite function!).

3. Start setting up circles of your brand’s communities. Think of segmenting them just like you would segment targeted mailing lists. We are assuming that one could share circles built in one’s personal profile over to the brand, so much of your targeting prep work can be done here and now.

4. Start collecting Google+ profiles now of your customers, industry experts, and other important influencers – just like Twitter handles in 2009 or phone numbers in 1940.

5. Get your photo to show up in Google searches. This is a great little tip I found from the always-informative marketing blog by Jim Connolly.

6. Watch what the beta test brands are doing. Check out Ford.

7. Connect with me on Google+ and we’ll all figure it out together!

This Saturday at FranCamp in Nashville, I will be leading a roundtable lunch discussion on Google+ for Franchise Systems with my friend Deb Evans. If you’re in the area and interested n social marketing or franchising – or just want a good reason to go spend a day in Music City – please join us! Agenda and registration details below:

What Are You Going to Do with Google+ ?


I’m looking forward to leading a discussion at this month’s Social Media Breakfast Chicago at Sprint in Chicago on the topic of Google+. I’m interested to hear how participants are using G+ now and what their plans are for business pages when they are finally rolled out. We will share some ideas for getting your brand ready for the business pages launch.

If you were able to jump in fast enough to SMB Chicago’s registration, I’ll see you there (it’s now sold out). If not, do yourself a favor and subscribe to the email list to get on the list for future SM Chicago events here.

PRSA Chicago Update

Thanks to all participants in PRSA Chicago’s September luncheon with Chicago agency leaders. I enjoyed moderating this panel of our city’s communications leaders and appreciate the excellent questions asked by attendees and via Twitter, LinkedIn, Facebook, and this blog. Edward Bury wrote an excellent summary of the discussion here on his PR Dude Blog.

L-to-R: Jack Monson, Engage121; Rick Murray, Edelman; Maxine Winer, Fleishman-Hillard; Bill Zucker, Ketchum


.

Franchising Equals Jobs

IFA

In advance of the Franchise Social Media Summit next week and October’s FranCamp, both of which will offer advanced discussion on who franchise systems can leverage social media to grow their business, here’s the latest from the franchising front. My colleague Jack Serpa of Engage121 participated in this week’s International Franchise Association Public Affairs Conference and offers this guest post as a refresher on the importance of the franchise industry to the US economy. 

Franchising Equals Jobs

If you believe that economic recovery is dependent on job creation, you’ll be both impressed and frustrated with the impact the franchise industry holds in the balance.   

I just returned from Washington DC where the International Franchise Association held their annual IFA Public Affairs Conference.   

Consider that one out of every eight jobs in the private sector is with a franchise company. When a local Dunkin Donuts/Baskin Robbins opens in your area, 30 new jobs are created.  There are 828,000 franchise businesses in theUS, employing 9.1 million people who are paid $304.4 billion in direct payroll. That creates $468.5 billion to GDP.

It gets bigger.  Each franchise establishment needs supplies, services and professional support.  Roll that up nationwide and franchising fuels 17.4 million jobs,  $707.6 billion in payroll, which is 9.7% of all private/non-farm payroll, and $1.2 TRILLION to GDP

Now comes the frustration.   So jobs grow when Franchising grows, right?  To start a franchise business, a local business person (the employer) needs capital funding.  The funding is not coming through. No new lending means no new jobs.

Ken Walker, the Chairman and CEO of Driven Brands (owners of MAACO, Meineke and EconoLube) said his company has 100 people signed up to open new franchises. They can’t get funding.  Karen Powell, CEO and Founder of Décor For You, told me she has two new franchisees inPennsylvania, but the banks aren’t coming forth with the capital.

What’s being done? 

The IFA’s Public Affairs Conference is a well-orchestrated lobbying blitz where owners of both local franchisees and corporate franchisors meet with their US Senators and Representatives.  After great networking and instructional events at the JW Marriott on Pennsylvania Avenue, the IFA literally buses this franchise army to the Capitol.  With pre-scheduled meetings in the office of senators and congressmen, the franchise army presses the case for easing capital lending to franchisees to fuel economic growth.

The power of the purse strings in our nation’s banks can stymie or stimulate our economy.  If you agree, send a tweet or post or a good ol’ fashion letter to your local congressional representative.  For contact information on your local congressman or senator, go to http://www.congress.org. They work for you and you pay them.  Be heard!

Franchise Social Media Summit

Franchise Social Media Summt 

I am thrilled to be speaking at Franchise Social Media Summit 2011.  As part of Social Media Week 2011, organizers Paul Segreto and Jeremy LaDuque have put together a one-day virtual conference for franchisors, franchisees, and any one involved in franchising.

 


Date: September 21, 2011

Time: 8am – 4pm (CT)

Place: Online and everywhere!


Here’s what you will learn at the summit:

> Why social media is different for franchising than other business models

> How to develop a social media program, including policies and procedures, specific to the franchise organization

> How to integrate new technology with traditional marketing and why you shouldn’t be afraid to do so

> Why today’s consumer and franchise candidates act differently than from years past

> How to create multiple benefits to the franchise organization through powerful brand awareness methods 

> How to generate genuine interest in franchise opportunities and why a seamless transition from virtual world to in-person is essential to closing franchise sales

> Why improving communications and information sharing at all levels of the franchise organization is necessary for stability and future growth

 

Summit Speakers:

Keynote: Lon Safko, author of The Social Media Bible

Jon Carlston, Vice President, Process Peak

Joe Caruso, President, Capital Area Franchise Association

BJ Emerson, VP Technology, Tasti D-Lite

Jack Monson, Vice President, Engage121, Inc.

David Murray, Social Web Communications Director, re:group

Lee Plave, Partner, Plave Koch PLC

Nick Powills, CEO, No Limit Media Consulting

Debra Vilchis, COO, Fishman Public Relations

Paul Segreto, President & CEO, franchisEssentials

Jeremy LaDuque, President & CEO, Elements, Inc.

 


 

Public Relations Agency Leaders Roundtable

 

PRSA Chicago

I’m looking forward to moderating a panel of the Public Relations industry’s top agency leaders. We will address current PR challenges and opportunities in a wide-ranging roundtable discussion. This leadership forum is one of the most popular Chicago Chapter events held each year and is back by popular demand!

Issues to be discussed and debated include social, political, economic, and cultural trends affecting the practice of PR in agencies and companies including:

• Predictions for 2012

• The Communications role within the marketplace and current economy

• Issues that are critical to all in the C-suite, especially in driving economic growth

• New insights, solutions, and strategies under the label of innovation that agencies provide clients

• How do forward-thinking agency leaders stay in front of clients’ needs?


Our panelists for the program are: 



• Susan Howe, President – Chicago, Weber Shandwick


• Bill Zucker, Midwest Director, Ketchum 


• Rick Murray, President, Edelman
 Chicago

• Maxine Winer, Senior Partner & GM, Fleishman-Hillard

 • Moderated by Jack Monson, Vice President, Engage121, Inc.

Register Now

SXSW 2012 – Creepy or Creative Social CRM?

SXSW 2012


Where is the fine line between Creepy and Creative Customer Service?

For the 2012 SXSW Interactive event in Austin, TX on March 9-13, I am putting together a panel discussion with BJ Emerson of Tasti D-Lite and my colleagues from Engage121. We wish to dive deep into how brands can avoid the creep factor and make customer service a positive experience.

The limits are being tested as the competition is heating up for the hearts of consumers and brands contend for trust and ultimately loyalty. This interactive session will explore these boundaries and make you both squirm and cheer as we discuss both repulsive and responsive customer service. You’ll come away equipped with ideas for bridging the gap without burning the bridge when it comes to building and managing customer relationships online.  The panel will include answering questions such as:

  1. Do customers really want a personalized and consistent online/offline experience?
  2. How do we push the envelope without pushing them away?
  3. How does Location Based Marketing fit into Social CRM and providing a great experience?
  4. How do you keep from drowning in too much information?
  5. What are best practices for Social CRM?
We would appreciate your support and your vote in making this panel happen. Please vote here on the SXSW Panel Picker and we hope to see you in Austin!
.
.

Franchising Goes Social

Franchise Social Media


FranCamp 2011 is the first social media “un-conference” for the franchising industry and is happening this October in Nashville. All franchisors and franchisees are encouraged to attend to learn and share what’s working in social media marketing for franchise systems.

The format is simple: a low-cost, one-day event loaded with a fast-paced and aggressive agenda loaded with super-helpful content. After some sessions at this year’s IFA Convention, several IFA members and I discussed the need for a social media event for franchise systems that was more than just the typical “why use social media” discussion and really get down into useable, actionable takeaways.

I’m excited to be presenting on the topic of Twitter tactics and best practices for franchises. Some of the points we will be discussing are:

  • The dirty little secret of how your customers are actually using Twitter
  • Why Twitter requires completely different tactics than Facebook or Google+
  • 4 things to do if your Tweets are not driving business

Here’s the current lineup of speakers and panelists with franchise leaders who are making an impact with social:

Deb Evans, CEO, Computer Explorers

BJ Emerson, VP Technology, Tasti D-Lite

Timothy Nobles, Founder, Words Go Here SEO

Jack Monson, VP, Engage121

Paul Segreto, CEO, FranchiEssentials

Jennifer MacDonald, Online Community Manager, WIN Home Inspection

AK Stout, CEO, Saying it Social

Joe Mathews, Founder, Franchise Performance

Amy Olson, Director of Marketing, The Maids International

Kurt Schusterman, CEO, Verlo Mattress Factory Stores

Thomas Scott, CEO, Brand Journalists

This daylong event will take place October 22 at CoLab in downtown Nashville. Plus, there will be a Tweet-Up on Friday evening at a Tasti D-Lite location in Nashville!

Outcome-Based Marketing – John Leavy

If you’re in or near Chicago next Tuesday, July 19, I suggest attending a special presentation by PRSA Chicago: New Rules of Marketing presented by marketing leader John Leavy.

John Leavy

I recently devoured his latest book, Outcome-Based Marketing. It’s a fascinating guide for all communicators and marketers to growing any business via the web.

 

Date: Tuesday, 7/19
Time: 11:30am
Place: Maggiano’s , 516 North Clark, Chicago

 

Google+ Insiders

Google+
What are you calling the people in your circles on Google+ ?  They’re not Facebook Friends or Twitter Followers or LinkedIn Connections.

I’m using the term Insiders, as in someone Inside the Circle.  That seems appropriate, simple, and just cheesy enough to work. And once the business edition pages get rolling, I can just hear the tagline “Want to be a ______ Insider?” rolling out of marketing meetings.

What do you think we should call them?

And, if you’re on G+ and want to connect, catch me here.