Tag Archives: franchise marketing

Managing Social Media’s Role in Franchise Sales

19 Sep

facebook and franchising

I’m looking forward to moderating an all-star panel discussing Social Media in Franchise Sales. At the 2016 Franchise Leadership and Development Conference in Atlanta on September 29, we will dive deep into best social media practices for franchise marketing and sales executives. From Franchise Update:

What is Social Media’s role in franchisee recruitment to generate leads, provide validation, get people talking about your brand? This session will help you understand the options and opportunities Social Media offers to help grow your brand.

Facilitator: Jack Monson, Director, Digital Strategy, Qiigo

Panelists: Aaron Goldberg, VP, Franchise Development, ZIPS Franchising; Paul Pickett, CDO, Wild Birds Unlimited; Philip Schram, CDO, Buffalo Wings & Rings

Register Now!

aaron goldberg

 

Aaron Goldberg
VP, Franchise Development
ZIPS Franchising

 

philip schram

 

Philip Schram
Chief Development Officer
Buffalo Wings & Rings

 

paul pickett

 

Paul Pickett
Chief Development Officer
Wild Birds Unlimited

 

jack monson

 

Jack Monson
Director of Digital Strategy
Qiigo

 

 

 

 

 

Post Every Day on All of Your Facebook Pages

6 Sep

Facebook log eyes

 

In the presentation titled 9 Social Media Best Practices for Franchisors, the practice that is most challenging for some marketers is also my favorite:
 
Post Every Day on All of Your Facebook Pages.

Few argue with the value of good, regular content flowing to their fans’ newsfeeds. And, in case consumers seek and discover your page on their own, my observation is that having a page with nothing new on it in the past two weeks looks like you’re out of business.

But some marketers are challenged by this daunting daily task looming over their content calendars. The reluctance may be caused by a feeling that daily posts are too much for their fans and that it’s just too hard to produce.

 

Too much? No.

With today’s painfully low organic reach, your risk of overserving content to a fan is nonexistent. When only 1% to 10% of your organic posts is actually seen by your fans, your daily posts will rarely hit their news feeds once each week.

Tell any fans who think you post too often the same thing I would tell radio listeners 20 years ago, when they would call my station and complain, “You played that same Pearl Jam song yesterday at 8am and then again at 10pm!” I would respond, “You’re right. THANKS for listening so much! Let me send you a t-shirt!” They may have been an irritated listener (or more likely, one who just wanted to show they caught a perceived flaw). But, to me we had someone who was engaged and listening for 14 straight hours! Now if only they had an Arbitron ratings diary…

 

Too hard? No.

Posting this much can be hard. It’s especially hard if it’s in addition to your current marketing workload or job description (whatever that is). But being too hard is no longer a reason to not do something. I frequently tell friends and groups with whom I speak that it’s now okay to ignore anyone who gives the excuse of not improving because it’s too hard. They will be soon gone from their current position and will no longer block you.

 

Exceptions? Yes.

Are there days when you shouldn’t post at least once? Yes, but it has less to do with the quantity of posts, and more about special occasions when your content is best throttled back. See these suggestions on days to skip posting.

Social Media Marketing for Franchises Best Practices

27 Jun

SEFFLogoIFA logo

I’m excited about speaking at the Southeast Franchise Forum / IFA Franchise Business Network July 12 in Atlanta. We will be discussing best practices in Social Media Marketing specifically for Franchises.

I’ve been working with franchise systems to help their consumer and franchise development using social media for about as long as social been around. But tactics that worked in the “old days” of 4 or 5 years ago may not cut it this year or next. We’ll explore:

Yesterday v. Tomorrow

National v. Local

Paid v. Earned

What are we doing v. what should we be doing?

 

If you’re near Atlanta, please join us! Save your seat today and I’ll look forward to chatting with you.

 

qiigo-logo-320x132

Franchise Consumer Marketing Conference 2016

14 Jun

FCMC1

Three times per year social geeks in the franchise industry have the opportunity to network, sharpen skills, learn, and share in person on a national scale:

At the marketing / tech sections of the IFA Annual Convention

At IFA’s FranTech

At Franchise Update’s Franchise Consumer Marketing Conference (#FCMC)

The FCMC is taking place next Monday night through Wednesday. I look forward to this show as it’s in Atlanta so I can catch up with many of my Qiigo teammates and some old friends in franchising. It’s also one of the best places to share marketing strategies and learn from other brands, other marketers, and even a competitor or two.

If you have the opportunity to join us, please make a point of saying hello – I would love to hear your franchise story!

 

FranTech 2016

1 Jun

FranTech

 

Digital Marketing … Technology … Franchising … if your business depends on any 2 of these 3, then you should attend FranTech this year. Registration just opened for FranTech2016 October 26-27 in Austin and the agenda looks outstanding.

I am looking forward to moderating a discussion along with my Social Geek Radio co-host Deb Evans on the digital marketing plans of an up & coming franchise system. We’ll be interviewing the marketing pros from SafeWay Driving who will share how their marketing tactics are growing their business (and saving lives along the way!).

Join me and my team from Qiigo in Austin and register for FranTech 2016 today!

qiigo-logo-320x132

 

 

A Twitter Trend for Franchise Brands

10 May

twitter-1138524_1920

One or Many?

For several years most successful digital marketers with multiple locations or franchises have “gone local with social” and built a social media page or account for each location. This continues to be the winning strategy with Facebook.

But a trend I’m seeing from brand marketers is to merge multiple local Twitter accounts into one account for all brand awareness, news, and customer feedback for the entire brand. The areas where Twitter is currently most useful are increasingly being housed centrally instead of for each individual location.

What about all of the other platforms and channels? Which are best for a local presence versus a national brand voice?  Here’s my recommended number of pages your system should have:

Facebook: 1 brand page + 1 page per location

Google+: 1 brand page + 1 page per location

LinkedIn: 1 company page per brand

Instagram: 1 account per brand

Snapchat: 1 account per brand

YouTube: 1 channel per brand

Twitter: 1 account per brand

 

Why is there a difference for Facebook and Google+? Why should these two – and only these two – have multiple pages? It’s the local or regional presence that is resonating on Facebook with local engagement and converting search results on Google to local store traffic. Think of Facebook and Google+ pages in the same way you would think of websites for each individual location or franchisee. Even for service brands like cleaning and maintenance services without a storefront, conversations and conversions are happening locally through these two platforms. But, the other platforms are skewing to centralized, national brand engagement and conversations.

Multiple Departments?

What about multiple Twitter accounts for multiple departments or functions within a brand? No – not even a separate account for “customer service.” Your brand on Twitter is your entire brand. Customers don’t care about your fiefdoms!

The multiple Facebook and Google+ pages should only be location-specific and nothing else. From a national level there should only be one page. Far too many franchisors still employ separate Facebook pages for consumer marketing and franchise sales marketing. As discussed at this year’s IFA convention in the Facebook for Franchise Sales session, don’t have a separate page for Fran Dev!  Use targeted ads and boosted posts to hit candidates with specific messages about owning a franchise.

 

DIFF: Do It For Franchisees

5 Apr

facebook-1261834_1920

What’s The DIFF?

One of the best things a Franchisor can offer Franchisees has been good content for marketing and social media engagement. And now this includes leading the franchisees’ content publishing efforts.

Creating content for your entire organization is great. But if that content never gets in front of consumers, it’s worth nothing.

 

DIY Doesn’t Work in Social Media for Franchisees

I spent several years creating social media marketing models where franchisees would “get with the program” and engage daily in social. Do It Yourself social media is a great idea in theory for franchisees, but not all practical. Getting 10% of franchisees in any system to engage was considered success.

We’re now in a Do It For Franchisees world of social marketing.

Local business owners know that marketing is one of the disciplines that they need to tackle. But that’s the problem: it’s just one of things they need to tackle! And when the hours in a day get tight, marketing gets dropped every time.

 

Don’t Be Overhead. Be Air Cover.

Operators, owners, and Franchisees need to focus on running their business, managing their employees, serving customers, and making product, but not becoming a digital marketing expert.

That’s where you come as the expert to figure out the best social approach for your brand and the microcosm of the brand that is the local franchisee’s Facebook page.

You not only can create the appropriate content for that page, but also you can decide the suitable number of daily postings, choose the right timing, and replicate for all franchisees in your system.

That’s where you come in as marketing air cover.

    

It’s good for them. It’s even better for your brand!

As mentioned earlier, if you can get 10% of franchisees from any system to log in and use a social media platform, you’re doing great. But that’s a horrible number! You can’t accomplish much with only 10% of your system.

Doing It For Franchisees (or at least the inactive 90%) means no more worry about policing the messages for consistency. You manage the message and empower the franchisees to run their business.

 

 

 

Facebook for Franchise Development

1 Mar

facebook-1103707_1920

 

Thanks to everyone who attended our Facebook for Franchise Development panel at the International Franchise Association annual convention last week. It was just 500 or so friends getting together on a Sunday in San Antonio to chat about Facebook. Fellow panelists Paul Pickett, Ashley Pollard Sawyer, Lorne Fisher, and I were thrilled with level of engagement and enthusiasm from the crowd.

 

Facebook Ads, Not Just Posts

I should note that when I say Facebook for Franchise Development, I’m talking about Facebook Ads. Your consumer marketing counterparts can and should rely heavily on organic / unpaid content and updates. But when trying to reach potential franchisees, it’s all about the paid posts where you can target specific messages to certain groups of people based on demographics, interests, and location.

 

Surprise Audience Engagement

Three things from the audience have really stuck with me. First, an amazing crowd of 500+ came to hear about best practices in using Facebook for Franchise Sales. The overflow crowd was spilling out into the hallways by the time we started. 15 to 20% of the entire IFA Convention was attending this session on a Sunday morning!

Second, I was shocked and impressed that a majority of the CEOs and Franchise Development executives in the room answered affirmative when I asked if they were at least starting to use Facebook ads for franchise lead generation. One year ago it would have been under 20%. Five years ago I would have been laughed at for asking that question. When I first attended IFA in 2009 to discuss “emerging media” in franchising, suggesting spending money on Facebook would have gotten me kicked out of the convention.

Third, a great question from the audience allowed our panelists to drill down into a deeper discussion of what to do if you’re not getting results.  A franchisor had tried some Facebook ads, got a lot impressions or clicks, but no real prospects and no deals. Many see this as Facebook advertising not working; I see it as working well, just with the wrong content. She had touched many people but didn’t tell the story she wanted to tell the first time out. 

If you’re not getting the results you require from Facebook ads, you have only three options:

  1. Step on the gas and get that content in front of more people
  2. Change your content & try again
  3. Quit!

(And #3 is not an option)

 

 

 

Franchise Sales Using Facebook

5 Oct

fRANCHISING

How much of your brand’s Facebook activity should be devoted to franchise sales efforts versus consumer marketing and engagement?
 
Many franchise systems with whom I’ve spoken in the past several years have struggled with balancing their social media communication for consumers and their engagement with potential franchisees. Some designate a certain amount of content on the page for consumer marketing and an amount for franchise development. Others create completely separate Facebook pages for their franchise sales messages.

I don’t recommend either of these practices; all goals of marketing a franchise on Facebook can be achieved in a more holistic approach.

 

Your Page Versus Their Feed

First, let’s stop thinking of Facebook pages like websites with certain amount of real estate devoted to various parts of your organization. A Facebook page is really just your starting point.

The true power of Facebook communication lies in users seeing your brand and your news on his or her news feed, not on your Facebook page.

It doesn’t really matter what’s on your page. Very few people are ever going to seek out your page and view it the way people once did with websites. Typical consumers won’t be confused by your franchise sales messages because they don’t see them.

 

Organic Versus Paid Target

Your messages may be seen as organic (free) posts, which will reach 2% to 20% of your fans, depending on your fanbase size. But more likely, your messages will be seen in the form of boosted posts or other types of paid advertising. The reach or size of audience depends how many dollars you want to spend.

Target your paid content by the demographics of your franchise sales candidates. This goes beyond just age and gender; target according to your typical candidates’ interests, industries, and more.

Even within your group of franchise sales posts, you may want to change up content or demographics based on location. Messages promoted to Texas candidates might need to be different than those promoted to Florida candidates.

Your brand’s fans and your franchisees’ customers won’t see that content. With a few exceptions, I typically don’t see anything wrong with showing consumers some franchise sales-specific social media content. But when paying to boost and target Facebook posts, it is cost prohibitive to show all messages to all people.

 

 

Why You Don’t Want 1 Million Likes on Facebook

10 Aug

facebook-715811_1920

 

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.

 

 

 

%d bloggers like this: