Embed Size (px)
DESCRIPTION
Presentation by Jack Monson of Engage121 at FranCamp - May 4, 2012 - Atlanta, GA"Levera
Citation preview
LeveragingSocialPlatforms
Jack MonsonVice PresidentEngage121@jackmonson
• Enhancing the brand experience• Product launch• Customer service• Recruiting new Franchisees• Public Relations• Employee engagement• Franchise Relations• Reputation management• My daughter tells me we need
to do something on Facebook
Sell more stuff to more people at higher prices
- Frank Helmert, AON
Who?
Franchisors Empowering Franchisees
20% of Franchisees jump in
60% of Franchisees unsure
20% of Franchisees won’t touch it
Give them content
Give them tools, results
Do it for them
What Platforms?
800 Million Users
But what about the other 6 Billion people?
What Platforms?
Platforms Include Ratings and Review Sites
Monitor: Explore & Listen
Monitor Keywords: •Your brand(s)•Your competitors•Industry issues
Monitor People and Groups: •Your Franchisees•Your Customers•Industry Influencers•Franchising Voices•Potential Franchisees
Monitor Versus Engage
Monitoring & reporting: lurking at a cocktail party, then going home and writing about it in your diary.
Engagement: interacting with people at the party!
Respond
Negative Comments•Brief pause to see if a customer comes to your defense•Respond to all thoughtful criticisms•Respond on same platform•Take conversation offline as soon as possible•Don’t delete unless it violates your posted policy•If you delete, tell fans that you deleted it and why!
Questions•Reply as soon as possible – one hour?•Who should answer? Marketing, Customer Service, Sales?Local Franchisee?
Cross Pollinate
Remember, your Twitter followers may never read ratings and review sites.
Consumers who find your blog may not find your Facebook page.
Your Facebook fans may never leave Facebook!
Measure: Bottom Line Metrics vs. Social Media Activity
Next: Integrating Advertising
About Engage121, Inc.
– Communications Software for Franchises– Founded 1998– New York – Chicago – London– Sept 2010: Launched Engage121– Oct 2010: Mashable “Top Five SMMS for Business”– Nov 2011: Mashable Finalist Digital Company of Year– April 2012: Gartner “Cool Vendor”
Jack Monson, Vice [email protected]
www.jackmonson.com
