DRIVING GROWTH in CHALLENGING TIMES. February 22-25, 2014 New Orleans Convention Center/Hilton Riverside & Towers New Orleans, LA

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2 Facebook and Google+ Essentials for Franchise Systems February 24, 2014

3 Facebook and Google+ Essentials for Franchise Systems Todd Juneau President / COO Aviatech Dan Monaghan Co-Founder WSI Digital Jon Carlston, CFE VP of Social Development Process Peak

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5 Search Engines algorithms have shifted fresh is better than stale links Social Media has ignited a new signal within the search engines and how your customers are finding you A virtual popularity contest has begun and you don t make the rules

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12 1. Backfill your company history in the timeline 2. Use strong timeline images 3. Complete the About Us section in full 4. Implement the Locations tab if parent/child is setup at a corporate level 5. Use as much photo and video content as you can 6. Regularly check your page insights and make adjustments based on trends 7. Create a spreadsheet of industry news resources 8. Create a list of locally relevant content outlets, local news sites, local sports sites, community sites

13 9. Standard Facebook ads should be used for community growth, utilize both the standard right hand side bar and newsfeed ad versions to extend reach and impact 10. Segment these ads to target specific ad groups and change creative to suit each ad group, i.e. Males v. Females, Young v. Old, etc. 11. Sponsored Stories and Promoted posts should be used to push your best content to a broader audience, on average posted content is seen by only 15% of your audiences, paid promotion will make sure more people see it

14 12. CRM ads can be used to try and connect your past customers 13. Companies like Google s WildFireApp lets you easily launch various campaign types ranging from sweepstakes to contests and even charity efforts, it s a great tool to organize and execute a good promotional campaign 14. All sweepstakes and contests must be executed through a 3 rd party and cannot use Facebook functionality such as liking as part of the process.

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31 1. Make sure your G+ profile is fully complete 2. Verify your listing 3. Develop a compelling story, basically an about us 4. Select your proper category 5. Input your hours, address, etc. 6. Insert links including your other social profiles 7. Create an early posting plan to show your profile as active 8. Try to make some connections in order to fill out your profile more 9. Add photos to make your profile more robust in as well.

32 10. Add videos if you have them available 11. Get some reviews as this will serve as even stronger social signals from your profile, 12. Consider using the advertise your Google+ page early on to generate some traction 13. Include social annotations to your ads, in order to do this it requires recent, high quality posts and a significant number of followers, usually about Remember the goal of this content is different from Facebook, here it should be more business relevant and factor in your search strategies

33 Google and Facebook Advertising Google Facebook Landing Page Optimization (LPO) Pitfalls/Risks Advertising on other social platforms Twitter, LinkedIn, Pinterest

34 Google Advertising What is paid search? AdWords Remarketing Display YouTube

35 Google Advertising INSERT SLIDE WITH IMAGES FOR EACH

36 What is AdWords You pay for a keyword auction based pricing Quality score drives your pricing and positioning Impressions are free clicks are paid for Clicks can be VERY expensive AdWords (and other traffic) seeds remarketing

37 Google Advertising INSERT REMARKETING IMAGE

38 Remarketing A marketer s secret weapon Increases campaign cost by 15-20% Increases performance by 50% Powerful branding impact is the bonus

39 Google Advertising Video Very cost effective (geo targeting, low adoption) Big branding impact Video required Display Great for big brands with big budgets Pick the low hanging fruit first

40 Google Advertising Critical success factors Geo-targeting and leakage Broad search vs. long tail Call tracking 80% of service based leads are calls Speed to lead (MIT/Harvard Research) Landing Page Optimization

41 Google Advertising Issues/Risks Dangers of being #1 Enhanced Campaigns Click fraud Elasticity of demand leverage the business cycle

42 Understanding Business Cycles 2012 RAM. All

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44 Facebook Advertising Facebook Advertising what is it? Page post ads Right side-bar ads Dark ads (unpublished posts) Advantages Allows you to be active vs. passive (google) Still untapped by advertisers Capture more information campaign building

45 Pricing models Facebook Advertising CPC (Facebook equivalent to PPC) CPM Optimized CPM (ocpm)

46 Facebook Advertising Critical success factors Building audiences Your own Targeting others audiences Power Editor (tool for power users) Driving traffic outside vs. inside your FB page Retargeting (leverage Google, SEO, etc.)

47 Facebook Advertising Issues/Risks The pursuit of likes Importance of social proof All leads not created equal (high vs. low in funnel) Track your cost per sale analytics, call tracking etc.

48 Landing Page Optimization Digital Alchemy Traffic costs don t change, but results do! Multivariate analysis

49 Landing Page Optimization

50 Landing Page Optimization

51 PAGE A:

52 PAGE B:

53 WHICH PAGE PEFORMED THE BEST? A B

54 PAGE B GENERATED: 24% MORE SALES 47% INCREASE IN REVENUE PER VISITOR A B

55 PAGE A:

56 PAGE B:

57 WHICH PAGE PEFORMED THE BEST? A B

58 PAGE A GENERATED: 40% INCREASE IN SALES 41% INCREASE IN REVENUE PER SALE A B

59 ORDER TODAY

60 MARKETERS ALWAYS MEASURE!

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62 Thank You! Todd Juneau Dan Monaghan Jon Carlston, CFE

63 Give Us Your Feedback! Log on to the IFA App. Find our session under the appropriate day on the Schedule Tab. Click on the green button that says Tap here to take a survey for this event. Follow along with the instructions. It will take just a minute or two but will help us for future programming! Thank you!!