2. Paul Segreto
• 25+ years franchise • Founder FranchisEssentials
experience Media Group
• Franchise Executive • Franchise Today – Internet
Radio Show
• Multi-unit Franchisee • FranSummit – Virtual Training
• President FAC Platform
• Consultant & Coach • Franchise Essentials Magazine
• President & CEO • Personal Branding for Franchise
franchisEssentials Professionals
• President & CEO • Active IFA Member &
Franchise Foundry Advocate
• Membership Committee
• Technology Committee
5. Today’s franchise candidates are…
More educated
More sophisticated
More technologically
advanced
…than ever before!
6. Today’s franchise candidates are…
More educated More diligent
More sophisticated More cautious
More technologically More anxious
advanced
…than ever before!
7. What does your franchise sales
process look like today?
Is it actually a process?
Is the target audience defined?
Is the process consistent with
marketing messages?
Do sales representatives know
and understand the
messaging?
8.
9.
10. Is the outlined and official
franchise sales process the actual
process being used?
11. Could your franchise sales
process work better?
Is it time for a franchise
sales process audit?
20. Social Media in Franchising
Candidate
Franchise
Sales Rep
Brand
21.
22.
23. Getting started - Social Media e-IDEA™
• Explore
• Identify
• Develop
• Execute
• Analyze
24. Social Media e-IDEA™
Exploring different aspects of Social Media – Including Social
Networking and key social technology that creates excitement and
brand awareness within your industry segment.
Identifying primary and secondary targets – Who will be targeted to
purchase and/or visit your franchise locations? How deep do the
target groups go and are there collateral groups that can be
tapped?
Developing a Strategy and Plan of Action – Customized to specific
targets in accordance with franchise development goals and
objectives?
Executing the Plan – Putting the plan in motion including monitoring,
managing the process including new content and updates. Keep it
fresh!
Analyzing & Quantifying the Results – Is it working? Do you continue
straight ahead or repeat the process from the beginning? What
are actual results in franchise sales and system revenue?
28. Understanding Your Targets
• Know who they are
– Based upon successful franchisees
– Based upon industry experience
– Based upon specific profession
– Based upon skills
• Know where they are
– Based upon where they congregate online
– Based upon where they communicate online
– Based upon their interests
29.
30.
31.
32. Develop…
• Human Resources
• Training
• Manage & Monitor
• In-house or Outsource
• Budget
• Goals & Objectives
• Policies & Procedures
• Tracking
• Brand Integrity
33. What are the objectives for using social media for
franchise sales?
Increase leads?
Keep leads and candidates engaged with your brand?
Improve cost per lead and cost per sale?
What about current franchisees?
34. Execute…
• Human Resources
• Training
• Manage & Monitor
• In-house or Outsource
• Budget
• Goals & Objectives
• Policies & Procedures
• Tracking
• Brand Integrity
37. Today’s consumers & franchise candidates are…
More educated More diligent
More sophisticated More cautious
More technologically More anxious
advanced
…than ever before!
48. Franchise sales requires
a seamless transition!
Sales representatives must be aware of all online marketing
messages
Sales representatives must be aware of all discussions
regarding the brand
Sales representatives must be aware sales process may not be
A to Z
Sales representatives must be aware franchise compliance still
prevails
Sales representatives must be aware people still buy from
people
THIS APPLIES TO BROKERS, TOO!
54. Online Brand Management
Google profiles
Google alerts
Brand
Keywords
Per targets
Geo-specific
Online brand audits
Blogging Community
55. Social Media Metrics
• Volume – The number of comments, blogs, posts,
tweets, links, etc., about the brand, the
competition, and the industry segment.
• Sentiment – The positive, negative, or indifferent
consumer reaction to the brand or a topic, which
can be measured by text analytics and natural-
language processing.
• Emotion – The reasons that a consumer felt, good,
bad, or indifferent that point how the company can
resolve his / her problem or how the business can
change and improve.
56. Social Media Metrics
• Topic / Issue – The context (e.g., product, customer
service, advertising, competitor, etc.) in which the
brand is being discussed.
• Source – Where the conversation is occurring (e.g.,
Twitter, blog, discussion board).
• Author (Influencer) – The people talking about the
brand and their social media impact (e.g. number of
followers, readers, comments).
• Virality – The reach of the brand and relevant topics
around the brand (e.g., how many people are
reading, posting, linking, and sharing).
60. Two different objectives
For local brand awareness and driving business to franchise
units
For regional and national brand awareness and generating
interest in franchise concept
Requires different strategies and plans.
However, they may feed off each other!
64. Paul Segreto CONTACT ME
• 25+ years franchise • Founder FranchisEssentials
experience Media Group
• Franchise Executive • Franchise Today – Internet Radio
Show
• Multi-unit Franchisee • FranSummit – Virtual Training
• President FAC Platform
• Consultant & Coach • Franchise Essentials Magazine
• President & CEO • Personal Branding for Franchise
franchisEssentials Professionals
• President & CEO Franchise • Active IFA Member & Advocate
Foundry • Membership Committee
• Technology Committee
(832) 838-4822 www.FMDpro.com
segreto.paul@gmail.com www.FranchisEssentials.com