Driving Brand Consistency Across Social Media from Infancy to Scale

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2 Driving Brand Consistency Across Social Media from Infancy to Scale Moderator Ronald Feldman, CFE Panelists: Debra Vilchis COO - Fishman Public Relations Anthony Owen CEO - Manalto Renee Maloney, CFE Co- Founder Painting with a Twist Frank Milner, CFE President Tutor Doctor

3 Agenda Background Case Studies Franchisors Channel Discussion Debate on hot topics Audience Open Microphone

4 Mobile has changed the consumer journey: of all Internet activity in the U.S. 60% originates from mobile devices FACEBOOK TABS S LOCAL Time spent on the Facebook mobile app per month (441 minutes) finally surpassed time spent on Facebook s website (391) minutes DEALSSSSS Consumers will spend $5.5 billion by 2016 on daily deals, flash sales and other online discounts, up 53% from $3.6 billion this year EXLNCIA AMERICAN BISTRO & BAR BRGR 50% of mobile searches are conducted in hopes of finding local results. 61% of those searches results in a sale TWITTER Twitter s top mobile client is m.twitter.com (Twitter s mobile website) with 14% of total users CLICK TO CALL L L Leads generated from click to call campaigns are times more likely to convert than leads generated from website forms CLICK TO has reared its head and is now a viable, most powerful mobile call to action

5 Where are your competitors?

6 ROI Trumps All Single Most Influential Factor in System's Decision to Deploy Marketing Programs Proof of return on investment (ROI) Costs Ability to manage and control system- Franchisee enthusiasm and engagement Ease of use Other Seamless implementation Franchisee support and training Support from supplier of marketing 0% 10% 20% 30% 40% 50%

7 7 DOMINO EFFECT SOCIAL MEDIA CAN COMPOUND THE IMPACT ACROSS A FRANCHISE GROUP BRAND AND REPUTATION. BOTH GOOD AND BAD. $ The more social media pages there are across your entire Franchise Group, the more rigorous and efficient you need to be in controlling your brand group-wide, on social media.

8 FRANCHISE GROUPS WITH MULTIPLE SOCIAL MEDIA PAGES DO FACE CHALLENGES TODAY TYPICALLY, A FRANCHISE GROUP CAN HAVE 50, 100, 500 OR THOUSANDS OF SOCIAL MEDIA PAGES - independently managed - spanning multiple platforms - many content authors, of whom may not be employees - not linked to head office CHALLENGES AT SCALE NO LINKAGE OF SOCIAL MEDIA WITH HEAD OFFICE MAY CAUSE A FRANCHISE GROUP TO BE FACED WITH THE CHALLENGES OF: - lack of control over message, - brand consistency - Publishing offers at scale, efficiently - Managing reputational risk effectively for the group 8

9 BRAND CHALLENGES EXIST BRAND CHALLENGES DO EXIST ON SOCIAL MEDIA REPUTATIONAL DAMAGE CAN INFLAME ON SOCIAL MEDIA

10 FRANCHISE GROUP CAN MANAGE AT SCALE THE SOCIAL MEDIA MANAGEMENT INDUSTRY HAS EVOLVED TO MAKE IT EASIER FOR A FRANCHISE GROUP TO MANAGE SOCIAL MEDIA. AT SCALE. Efficient brand management, publishing and user management at scale. - Centralized Management of social media while ensuring local engagement - Head Office and Branch Structure Management - Ability to publish across 50, 500 or thousands of pages, across multiple platforms in just one click - Centralized Reporting & Analytics - Centralized Management of Users - Built in Workflow Approvals - Approved branding and image sharing - Broadcast updates to profile and cover images can be made across numerous social media assets and platforms simultaneously 10

11 11 The more social media pages there are across your entire Franchise Group, the more rigorous and efficient you need to be in controlling your brand group-wide, on social media. All while ensuring and enabling local engagement on social media at a franchise level. Anthony Owen, CEO Manalto

12 12 Social Media Versus Influencer Relations Social Media Strategy - How you engage directly with customers or potential franchisees via your own brand s social media accounts. It s a part of your brand identity. You are judged by it. Franchise brands should also have a strategy to leverage the power of social media influencers. Social media influencers are powerful! They influence the decision-making process of your potential customers or franchisee prospects.

13 Who Are Influencers? People within a specific industry, demographic or geography that influence the target audience you are trying to reach. They are peers, thought leaders or simply regular people who have built huge online followings on number of channels that consumers and prospective franchisees use to educate and entertain themselves. Influencers inspire action, whether that s trying your brand s product or service or further exploring your franchise opportunity. Creators: Produce content such as blog articles, SM posts and other content for their audience to position themselves as thought leaders. Sharers gravitate toward great content and messages and give it a larger reach by sharing it through a variety of channels, including social networks, forums and blogs.

14 The Power of Influencer Relations People increasingly rely on others to help them form a complete opinion or validate their decisions.

15 Ideal Influencer to Promote Franchise Opportunity

16 Case Study

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18 Inspirational Quotes & Brainteasers

19 Star Student of the Week

20 Internal News

21 Choose Your Own Adventure Award

22 Tutor of the Year Award

23 Cover Photos for Franchisees

24 Social Media Guide

25 269 Units 33 States

26 Managing the Brand on Social Media Provide resources for our franchisees

27 Utilizing Social Media Facebook

28 Utilizing Social Media Instagram

29 Twitter

30 Pinterest

31 Measuring Success Call-to-action/User Engagement

32 Social Media Branding Guidelines Brand Standards

33 Social Media Branding Guidelines Brand Message

34 Impact of Social Media

35 Getting value out of content

36 Best Practices for Franchise Systems Consistency: uniformity across your franchises Tone: similar guidelines for content style and taste Personality: franchisees have their own voices within guidelines that ensure consistent customer experience

37 Channel Discussion

38 Discussion Topics Is your spend incremental or taking from other channels? Spend from Ad fund How much is out of the Zor pocket? How do you measure/monetize How do you manage/police social media Resources Content creation Social Media Policy/Branding Guide NLRB Joint Employer affecting it? Franchisor Driven Content Franchisee Content Reviews Impact of Social Media Examples

39 Thank You to our Panelists!

40 FISHMAN PUBLIC RELATIONS Founded in 1991 Customized PR programs for franchise brands Franchise lead generation PR Consumer brand awareness PR National and local level PR Traditional PR - Content Marketing - Influencer Relations

41 Financing for Franchisees Certified Business Valuations Call Exit and Succession Planning National Business Broker Network Helping to create the American Dream. day after day.

42 VIDEO 42

43 269 Units 33 States

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45 Review of this session