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

Brand Control and Customer Acquisition have Evolved

Consumers dictate brand perception.

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

Website Mobile Website Social Pages

Listings Deal Page

Blogs Other

Owned Customers

Fans Reviews

WOM Visitors

Earned PPC

Display Radio

TV Paid Listings

Print

Paid

Media Strategy

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

Media Strategy

Getting Found Everywhere

Spreading the Word

Reputation Management

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

Local Search Ecosystem

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

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.

Facebook National / Local

Facebook National / Local

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)

Reputation

Which café would you go to?

Reputation

Café Elysa has raving fans too,

but Yelpers wouldn’t know it

Reputation

Average franchise system has a 29% Positive rating on review sites. Each location has an average of 7.2 reviews.

Reactive Management

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

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.

Reputation Building

Reputation Building

Reputation Building

Reputation Building

Growing a Database

A Bundtiful Summer Campaign on Facebook 7/1/12 - 7/21/12

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

Growing a Database

Growing a Database

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

2012 VALENTINE’S DAY PROMO • February • Coupon for all Facebook fans – new and existing

2012 FEATURED TEACHER VIDEO CONTEST

• September • Fans submitted videos honoring teachers

2012 GIVES BACK HOLIDAY CONTEST

• December • Fans submitted stories of people

unrelated to them who needed financial assistance during the holidays

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

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

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