Where Is The Next FranCamp?


Franchisors, franchisees, agencies, and suppliers all had them same initial feedback as soon as Franchise Social Media Camp FranCamp – wrapped on Saturday:

When is the next FranCamp? And, where?!?

The FranCamp organizing team got together immediately to discuss, but we want to hear from the Franchising Community as to what areas of the country make the most sense for busy marketers and development pros. Please take a minute to tell us your choice for FranCamp cities.

Click Image to Take Poll and See Results


The desire of so many attendees to continue this discussion may have been based on the tight focus of all speakers and presenters. The discussions were neither too introductory nor too technical.  All presentations and roundtable discussions were geared to giving everyone usable social media tactics to put in place immediately.

This was a refreshing change from the IFA’s recent attempts at having social media panels and presentations at the annual convention, which were very elementary for many franchise marketers.

All of the presentations from FranCamp Nashville were streamed live on USTREAM and available to you for viewing now. These include:

Deb Evans, Computer Explorers – Engaging Your Company

BJ Emerson, Tasti D-Lite – Social Loyalty Programs

Thomas Scott, Brand Journalists – Business Blogs

Nate Griffin, Man of Action and Aimee Romero, Love and Science – Organic SEO

Joe Mathews, Franchise Performance Group – Social Franchise Development

Jack Monson, Engage121 – Twitter Tactics

Paul Segreto, franchisEssentials – LinkedIn Strategies

Jennifer MacDonald, WIN Home Inspection – Online Videos & YouTube

AK Stout, Saying It Social – Facebook Strategies

Ashley Betzendahl, Goddard Systems and Robin Scott, Computer Explorers – Franchisor and Franchisee Q&A

One final note – several attendees have asked to see the Engage121 case studies I mentioned. Please see links here for case studies of
franchise system Edible Arrangements and iconic brand Amtrak.

Thanks to everyone for their time and attention. See you in whatever city you want to bring FranCamp to next!

Monitoring Social Media Versus Engaging People


When asked “what are you doing in social media?” here are the four worst responses:


1. Nothing yet, but we know we should be

2. Developing a social media policy

3. Not doing anything until we finish developing the social media policy

4. Monitoring using ___________ (insert free or paid monitoring tool here)

 I submit that even those answering by #4 above are not really doing anything in social media.
Only monitoring social media is like having a telephone stuck on “mute”: you can listen all day, but you will never be part of the conversation.

Let’s also use the common cocktail party analogy for social media. Those who monitor are the folks at the party who lurk around the outsides of conversations, never introducing themselves and never asking you a question. You would never know they exist!

Don’t misunderstand – monitoring is a necessary part of brand management and corporate communications. It’s the same as monitoring and collecting clips from newspapers and TV.

And just like traditional clipping, when only monitoring, what are you really doing? You find some mentions, put them in a report or clipbook, and pass it along to your internal or external client. Perhaps the clips get analyzed for tone. Perhaps the analysis is considered for overall business decisions.
Companies who are engaging are not waiting for clips, reports, or analysis to solve business problems. They are actively executing tactics that serve business goals in real time, one-to-one with consumers.
Those who currently engage are responding to customer service issues (ComcastCares and Best Buy’s Twelpforce). They are cross-pollenating consumer-created content across other SM platforms (Buick’s MomentofTruth). They are sharing their customers’ experiences to build communities of interest (Ford, Computer Explorers).

So, what do you want to do? Monitor or Engage?