Social Media Risk. Moderator Brad Fishman, CFE, CEO Fishman PR

Transcription

1 Social Media Risk

2 Social Media Risk Moderator Brad Fishman, CFE, CEO Fishman PR Speakers Heather Neary, Chief Marketing Officer, Auntie Anne s, Inc. Harvey Homsey, CFE, Vice President, Franchise Systems, Express Services, Inc. Ama Romaine, Vice President & Senior Counsel-Brands, Hilton Worldwide

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5 SOCIAL MEDIA PRESENCE Platform December 2012 December 2013 Growth Facebook (Consumer) 735, , % Facebook (Retail) 1,972 4, % Twitter (Consumer) 28,030 33, % Twitter (Franchising) % Instagram Not active 1,077 LinkedIn Not active 252 Vine Not active 651 Pinterest 665 1, %

6 Establish Policies Pay to Play Partner with Agencies SOCIAL MEDIA STRATEGY Respond, Respond, Respond Collaborate Stay Relevant

7 SOCIAL MEDIA STRATEGY Establish Policies Social Media policies aren t just around for increasing workplace productivity anymore. Respond, Respond, Respond It s a 24/7 social media economy. What used to be an acceptable 1-hour response time is now expected to be a 5- minute response time. Collaborate Ultimately, the Community Manager should not be the only individual with eyes and ears in the social realm. Partner with Agencies Let s just admit it: we re not all social media experts. Stay Relevant You ve all heard it before we re in the ever-changing world of social media. Pay to Play It s increasingly difficult to gain the attention of the consumer in social media.

8 LOCAL SOCIAL MEDIA USE Using social media outlets such as Facebook and Twitter allows us to reach our customers in a whole new way. We can now customize ads and posts to be more personal; to make the customer feel like we are talking specifically to him/her. With the ability to geo-target Facebook ads and post about local community and mall events, customers feel like they can relate to the content on a personal level. I highly recommend using specialized platforms to organize social media marketing. They make life much easier with the option to schedule out postings, events, and statuses for future dates. The bottom line is that social media is not going anywhere anytime soon, and it is an outlet we must take advantage of if we want to reach and relate to the future generation of consumers at a local level. - Amanda Allen, Marketing Specialist, AMA Pretzels, Inc.

9 LOCAL SOCIAL MEDIA USE Lisa and Jim Fullerton (A Novel Idea) of the San Antonio/San Marcos Market are committing time, effort and resources to determine the monetary value that social media brings to the local Franchisee. By being able to post pictures of mall events and local content to entice our customers, Facebook pages for individual stores have come alive. Auntie Anne s corporate page has created an excellent footprint for Franchisee s to mimic. It is possible to add RSS local feeds, current campaigns, and coupons for each store s page. Maintaining a library of graphics to be used is essential and has been supplied by Auntie Anne s. A Like us on Facebook counter card has been strategically placed at all store fronts to engage customers. Fanning out to other social media outlets such as Foursquare, Twitter, Pinterest and Instagram will ensure the freshness of our message which will mirror the freshness of our products. - Val Marshall, Director of Marketing, A Novel Idea, LLC

10 R I S K

11 WHAT WE VE LEARNED KNOW YOUR FANS PROVIDE SHARABLE, REALISTIC, & CONSISTENT CONTENT PREPARE TO BE IN IT FOR THE LONG HAUL KNOW WHAT YOUR FANS WANT FROM YOU EDUCATE THE FRANCHISE COMMUNITY

12 COLLABORATE EDUCATE MONITOR RESPOND REACT From the beginning Cooperative team of A-players Mix of disciplines Develop a policy/guidelines Corporate Community Franchise Community Talk benefits 24/7 No breaks in the social media world Always on the lookout Response rate is key Be timely Be impactful Be flexible when risks arise React quickly Be thoughtful

13 CONTACT INFO Heather Neary, CMO, Auntie Anne s, Heather Leed Neary

14 THANK YOU. ANY QUESTIONS?

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16 Harvey H. H. Homsey Vice President Franchise Systems International Staffing Franchise Headquartered Oklahoma City Provide full time and part time in all niches 100% franchised individual owners 680+ offices worldwide Paid 400,000 people companywide in 2013

17 Social Media and Website Sites Corporate Website and Individual Offices Sites Facebook: Clients and Prospects Job Seekers Office Facebook Pages LinkedIn: Corporate and Individual Twitter: Etc. Company Wide Franchising Office Twitter Accounts

18 Social Media Risks/Challenges Damage to Your Brand or Reputation Liabilities to Franchisor/Franchisee Relationships Compliance Issues for Highly Regulated Industries Exposure/Possible Legal Risks/Actions Not doing anything at all; not being social Spending too much time on an issue Arguing/disagreeing/emotions online Letting your message get stale

19 Requirements for Social Media Risk Programs Knowledge of Associated Risks with Your Business Policies and Procedures/Best Practices/Guidelines Franchisor and Franchisee A Plan of Action Should an Emergency or Crisis Arise Training Programs: Franchisor and Franchisee Monitoring/Managing Tools A Reporting System Consistent Clean Branding/Messages/Responses

20 How Often to Monitor Social Media Franchisor Level: 24/7 Monitoring System Team Concept Franchisee Level: A Few Times a Day We are 100% franchised Owners sell, recruit, and live in their territory They are responsible for monitoring They respond locally: guidelines available Note 1: Watch Others! Note 2: If not actively using social but have a presence, monitor periodically.

21 How/What to Control For Your Brand How How to Guides Graphic Support Content Library Comments Library Training From HQ What Brand/Look/Etc. General Content Franchise Owner Level Provide Brand/Look/Etc. Posts/Comments on Their Own Sites with Guidance

22 Actions to Take for Less Than Excellent Reviews Build Relationships Where Possible: Think Be Authentic/Real/Nice Once Posted It s There If Needed, Engage the Person One on One Franchisor/Franchisee Work Together Contact Legal

23 Five Suggestions To Improve Social Media Risk Programs 1. Be Social: Be Authentic, Respond, Monitor 2. Run a Great Store or Office 3. Keep it Simple: Stay On Top/Ahead 4. Communicate and Work Together 5. Keep the Brand Pure

24 Questions and Contact Info Questions? Contact

25 Social Hospitality Social Media - Beyond the Front Desk Presented by: Ama Romaine VP & Senior Counsel, Brands

26 A generational platform shift In St. Peter s Square Between screens

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28 If you re awake, you re connected The average person looks at their phone every 6 minutes times per day

29 We constantly need to balance Social & Online Franchise Principles 2/9/

30 Comprehensive Online Support The goal of EDGE is to offer hotels comprehensive online support in order to compete effectively in today s highly competitive and ever-changing online environment. 30

31 Hands-on Support Every hotel is assigned a dedicated ecommerce Manager 1. Hotel s single point of contact for their Global Web site and online marketing strategy 2. Aligned by region to provide in-depth understanding of the market, need periods and competitive landscape 3. Guide hotels through the process of making the most of online presence 4. Optimize each hotel s participation in various online programs 5. Manage paid advertising centrally (as we do offline) to optimize our investment 31

32 Navigating the Online Space customer reviews Social Media Strategy Paid Search Global Web Content Mobile TripAdvisor Analytics & Reporting Local Search Listings Online Retailing Brand Marketing Opportunities In years past, Joe may have shared his frustrations with his family (perhaps by Search Engine making a phone call that he would pay Optimization for by the minute) or with a colleague if he remembered when they met for meetings the next TripAdvisor day. 32

33 The New Customer Experience Now, Joe can share with a much larger audience before he even pays the bill. However, by listening, we have the opportunity to provide resolution, making Joe happy Hilton Worldwide Confidential & Proprietary 33

34 Importance of Responding to Reviews Before booking a trip, 66% of our guests read ratings / reviews, 32% read travel blogs and 29% read travel forums. All hotels are expected to respond to all TripAdvisor reviews based on certain parameters

35 It is important to integrate social media across all channels copy Guest Assistance and BPS on the review s. Guest Assistance agents will work with the hotel to resolve the issue with the guest (just as they did when we didn t have social media and we had call centers). Social media seems loud, but it s important not to over-amplify. Do the research respond, but be consistent. Don t favor social channels over nonsocial channels.

36 Reality Bites... 70% of companies ignore customer complaints on Twitter 1. xxx 2. xxx 3. xxx Notes: xxx Source: xxx 36

37 The ideal outcome Same as if we called customer service and got a great rep

38 Hilton Suggests Surprise & Delight Extension of the front desk 1. xxx 2. xxx 3. xxx Notes: xxx Source: xxx

39 Questions? Ama Romaine

40 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!!