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SOCIAL MEDIA: WAYS TO USE IT AND HOW TO STAY IN “CONTROL”
Moderator Debbie Gardner, CFE SCHLOTZSKY’S VP, Franchise Services Speakers Jon Carlston, CFE PROCESS PEAK VP, Social Development Brent Alvord, CFE LENNY’S SUBS President Lauren Barash MOE’S SOUTHWEST GRILL Director of Marketing
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Brand Control and Customer Acquisition have Evolved
Consumers dictate brand perception.
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But You’re Not Helpless
Connect with customers on the local level to start swaying public opinion.
Brand Exposure
Competition
WOM/Community Brand Control
Promotions
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Website Mobile Website Social Pages
Listings Deal Page
Blogs Other
Owned Customers
Fans Reviews
WOM Visitors
Earned PPC
Display Radio
TV Paid Listings
Paid
Media Strategy
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Media Strategy
Data
• Business name, address, phone
• Community size
• Online assets
• Social activity
• Customer activity
Strategy
• Fix business listings
• Promote review generation
• Build mobile site, facebook page, etc
• Increase social engagement
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Media Strategy
Getting Found Everywhere
Spreading the Word
Reputation Management
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Your Local Directory Listings
Average franchise system has less than 1% accuracy on top 3 Search Engine Listings and 4% on other online directories NAP are all important for SEO purposes – no variance in naming conventions This company is paying an SEO company to manage their directories
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Local Search Ecosystem
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Options for Management
Ad Feed – Yext Immediate results, highly effective in the short-term, costly in the long term $480/year per location
Primary Data Providers – Infogroup, Acxiom, Localeze Provide your NAP (name, address, phone) to the search engine directories, but not guarantee that the directories will use it, or update their listings with that data $300/year per location
Owner Verified – ecinity, Manual Entry Most trusted data source, takes a while to fix but best long-term solution $300/year per location for ecinity, or ~ 30 hours per year per location if manually managed
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Facebook National / Local
Create pages for all locations in your system and gain admin access to all existing pages. Maintain brand-integrity with
consistent profile images and cover photos for each location.
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Facebook National / Local
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Facebook National / Local
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Reputation
90% of online consumers trust recommendations from people they know 70% trust unknown users 27% trust experts 4% trust advertising 8% trust celebrities (Econsultancy, July 2009, Erik Qualman, Socialnomics)
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Reputation
Which café would you go to?
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Reputation
Café Elysa has raving fans too,
but Yelpers wouldn’t know it
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Reputation
Average franchise system has a 29% Positive rating on review sites. Each location has an average of 7.2 reviews.
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Reactive Management
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Reputation Building Gathering customer feedback can be important for multiple reasons…
Shows the customer that you value their opinion.
Provides you with fresh ideas on how to improve your business.
Engaging Inspiring
Helps you uncover and correct flaws in your business.
Informational
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Reputation Building It’s how you segment your customer database
This helps identify which of your customers would be likely to write a positive review about your business.
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Reputation Building
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Reputation Building
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Reputation Building
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Reputation Building
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Growing a Database
A Bundtiful Summer Campaign on Facebook 7/1/12 - 7/21/12
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Growing a Database
50 LOCATIONS - 21 DAYS Over 7,000 New Fans Systemwide (11% Growth)
Friends of those Fans = Over 20,000,000 Over 5,400 New Emails Added to the System Database
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Growing a Database
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Growing a Database
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2011 NEW SUB CONTEST • September • Fans submitted recipes for a new sub
to be added to our menu • Ultimate BBQ Melt • Black Bean Veggie • Buffalo Chicken Philly
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2012 VALENTINE’S DAY PROMO • February • Coupon for all Facebook fans – new and existing
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2012 FEATURED TEACHER VIDEO CONTEST
• September • Fans submitted videos honoring teachers
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2012 GIVES BACK HOLIDAY CONTEST
• December • Fans submitted stories of people
unrelated to them who needed financial assistance during the holidays
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WELCOME TO MOE’S
#welcometomoes | @lbarash | @Moes_HQ
Goal: Encourage
Moe’s fans to tell others about Free Queso Day
Goal: Educate Moms about Moe’s Food Mission
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WELCOME TO MOE’S
#welcometomoes | @lbarash | @Moes_HQ
Goal: Reward advocates for visiting Moe’s and sharing their
experience
Goal: Enhance the dining experience in the spirit of
our brand positioning: Celebrate Originality
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SCHLOTZSKY’S SWEEPSTAKES Goal: Reward Schlotzsky’s fans
with trip for two to New Orleans and weekly
Schlotzsky’s gift card prizes
Goal: Build Facebook fanbase, build eClub database, drive in-store traffic through coupon offer
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