Tag Archives: franchise marketing

What Should You Do with Rogue Facebook Pages?

28 Feb

duplicate facebook

 

Most Franchises, retail chains, or multi-unit restaurant systems have multiple Facebook pages that are not under the control of the brand or the local operator.

Maybe that former night manager set one up a few years ago. It could be that a customer wanted to check in, but that location wasn’t on Facebook yet so she just created her own location page…complete with a logo from 1982. Perhaps a dismissed employee took revenge by creating a phony page with nasty images.

It’s typically not as malicious as that last example; we usually find pages that were set up then innocently forgotten when the staff member left and now no one remaining can access the page.

We also find, at some point, the CMO who is suddenly haunted by these ghost pages. He or she is terrified by the thought of a customer or stakeholder discovering this abandoned page and thinking poorly of the brand.

 

Have No Fear

My advice lately to such marketers has been simply: have no fear. Don’t worry about it. In some cases, you may be able convince to Facebook to take down some pages, but for most of these, you will hit a dead end.

The good news is that no one is looking at those pages! What many people still don’t realize is that unless someone is driving traffic to a page, no one really sees it anymore. Very few Facebook users look up pages just to see what’s new on them. If there’s no new content being posted, there’s no new content showing up on anyone’s newsfeed. And, let’s face it, our own newsfeed is all any of us notice!

That rogue page is not really a haunted house that a customer may see as they walk down your brand’s street. It’s more of a junk drawer in a house that no one will see from the sidewalk.

 

Focus on What You Can Control

Spend your resources – your time and ad dollars – on driving traffic to the pages or places that you want to people to see. Frequent posting of quality content and purchasing of ads coming from your “real” page will far outweigh any ugly, off-message, or duplicate page.

 

 

Social Geek Radio in Top 20 Best Business Podcasts

6 Feb

social geek radio

 

Thanks Geeks!

Thanks to the Digital Marketing Geeks and the Social Media Geeks. And thanks to our guests from the business and franchise community…

Due to you, Social Geek Radio has been named to Emerge’s list of the 20 Best Business Podcasts for 2017!

Special thanks to Qiigo, Deb Evans Consulting, and The International Franchise Association for their continued support. 

 

 

What Should YOU Promote on Instagram or Snapchat?

15 Nov

instagram

 

Just when brands got their arms wrapped around posting good content on Facebook and Twitter, some of their audience emigrated to Instagram and Snapchat. If your customer base fits the demographic of either of these channels, ignoring them is as irresponsible as not moving your brand into Facebook five years ago.

Although Instagram is looking more and more like Facebook, and Facebook is looking more and more like Snapchat, these channels are used very differently by consumers than Facebook.

 

Earned & Organic

Depending on your brand and strategy, you should explore spending on some Instagram ads. I’m less bullish on paid opportunities in Snapchat for most brands so far. So, let’s focus organic / earned content.

The good news is that 60% of 13 to 34 year-olds in the US use Snapchat. That’s approximately 50 million consumers.

The better news is they are not passive; they’re engaged!

The bad news is they’re engaged only with their friends and probably don’t want to engage with your brand.

So, let’s build on that. Get your current customers to post for you – in other words, be Snapworthy!

 

Be Snapworthy

Even the most prolific and obnoxious social sharers only have so many snaps or posts they can do in an hour. You have a limited opportunity for them to take a picture of something in your store or say something about your brand.

This goes well beyond social media marketing. This is a challenge for all store managers, franchisees / owners, and especially local staff. You must do something to make that customer feel compelled to pull out their phone and tell a story. This won’t be due to an offer, a discount, or a coupon. It will be due to the way you made them feel.

 

Using this tactic on Facebook too

If the customer posts a pic to Facebook, it’s even better. Even younger demos still have a much larger friend community there than anywhere else. And, with the algorithm changes Facebook made on June 30, a user’s friends’ posts now claim higher positions in his or her newsfeed than anything else — even from news publishers. That’s bad news for traditional media, but great news for you if your customers find you interesting enough to share something that includes you!

 

 

 

 

 

Social Media Marketing: Beyond the Basics

3 Oct

IFA Women's Franchise Network

 

Chicago! Social Media! Franchising! 

If you’re a marketing pro in Chicago, join us October 13 for an evening of discussion about building social media marketing campaigns for global brands and local customers.

I’m pleased to be on this panel with some top level local talent including:

 

Thursday, October 13
5:30 – 7:30 PM

No Limit Agency
1 Prudential Plaza
130 East Randolph
Suite 1950
Chicago

Register Now!
Cost: $20

Thanks to Cheng Cohen and The International Franchise Association for organizing this event which is sponsored by No Limit Agency!

No Limit Agecny

 

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.

 

%d bloggers like this: