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Leiser 2013 IFA CFE Social Media Special Session "Beyond the Basics"

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Case studies and strategies for leveraging social media to increase franchise sales leads.

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Leiser 2013 IFA CFE Social Media Special Session "Beyond the Basics"

  1. 1. ICFE SPECIAL SESSIONS FEBRUARY 17-18, 2013
  2. 2. Social Media Strategies Beyond the Basics:How to Market, Monitor & Defend Your Brand
  3. 3. FRANCHISE MEDIA UPDATE GROUP RESEARCH
  4. 4. 2012
  5. 5. 2011
  6. 6. GOAL: QUALIFIED LEADS• Better qualified• Better educated about the concept• Faster conversion• Reduced cost per lead
  7. 7. TWO STRATEGIES One on One A Marketing Channel Engagement
  8. 8. DIRECTION 1 LinkedIn Engagement • Advertising • Groups/Searches/Newsfeed Facebook • Advertising • Posting Twitter • Filtering / Searching • Posting
  9. 9. LINKEDIN
  10. 10. CASE STUDY 1 - UFG
  11. 11. UFG
  12. 12. UFG
  13. 13. CASE STUDY 2 – HOME HEALTHCARE 2011 – 3 Awards 2012 – 4 Awards
  14. 14. ENGAGEMENT STRATEGY SUMMARY• Didn’t find anyone who has had success with Twitter or Google+• Time intensive• Dedicated resource or significant time investment• LinkedIn Advertising for inquiries• Facebook Advertising for branding
  15. 15. FACEBOOK ADVERTISING• Insert Jon’s Facebook Advertising slides here
  16. 16. DIRECTION 2 Blog Posting Facebook LinkedIn Twitter YouTube/Google+
  17. 17. CASE STUDY 1 CAFÉ2U
  18. 18. CAFE2U
  19. 19. CAFE2U
  20. 20. CAFE2U
  21. 21. CASE STUDY 2 – NURSE NEXT DOOR
  22. 22. NURSE NEXT DOOR
  23. 23. CASE STUDY 3 –IN HOME HEALTH CARE
  24. 24. ANATOMY OF FRANCHISE PROSPECT SELF-DISCOVERY Search Misspelling PPC Advertising Websites News Social Networks Reviews Public Corporate Facebook Yelp etc Relations Local Facebook Page Franchising Local Locations Blog Third Party LinkedIn YouTube Wikipedia Competition Twitter
  25. 25. MARKETING CHANNEL SUMMARY• Blog• Breadcrumbs• Enable self-discovery• Education• Story Telling• Trust & Familiarity• Easier to Implement
  26. 26. SUMMARY
  27. 27. LEGAL ISSUES - RECRUITMENT Some concerns are similar to issues related to consumer social media• Remember the “Kindergarten Rules”• Advertising and Endorsement traps• USG concerns• Avoid defamation, disparagement and misleading comparative advertising
  28. 28. SUMMARY•

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