Marketing Best Practices for Driving More Leads and Sales: SEO, SEM, Mobile, Social Media and Reputation Management

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2 Marketing Best Practices for Driving More Leads and Sales: SEO, SEM, Mobile, Social Media and Reputation Management

3 Moderator Amit Pamecha, CFE CEO and Founder FranConnect Panelists Jayson Pearl, CFE CMO Brightstar Care Brooke Budke Marketing Director TITLE Boxing Club Philip St. Jacques, CFE President St. Jacques Marketing

4 Results from Marketing Survey and Benchmark Report

5 Corporate Website 55% of brands have a mobile-friendly website 17% have a mobile-friendly franchise information site Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

6 Corporate Website 20% of brands have a Google+ link/plugin 87% have a Facebook link/plugin Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

7 Franchisee Website 66% of brands provide location microsites 33% have local plugins on these sites Plugins enable franchisees to more rapidly grow local marketing databases Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

8 Corporate G+ Page 73% have a Brand-level Google+ page, though many brands do not update it Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

9 Connecting with Customers 16% of brands have optimized Google listings Average of 7 reviews per location on Google Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

10 Connecting with Customers Less than 5% of brands have responded to negative reviews Reputation impacts Franchise sales, unit-level economics, and company morale Top performing brands utilize customer feedback to identify opportunities for improving operations and providing additional training Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

11 Facebook 32% have a map locator to enable customers to find and connect with a location

12 Facebook 21% have executed the FREE Facebook Locations tool for franchisors (formerly Parent/Child) Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

13 Facebook 84% have a dedicated Landing tab on Facebook 30% communicate that they have a franchise opportunity 25% have a built-in information request form Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

14 Facebook 85% of brands have franchisee/location Facebook pages 31% of those have mostlyconsistent branding Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

15 YouTube 83% of brands have a YouTube Channel 2 brands have developed custom applications on YouTube to drive customer conversions Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

16 LinkedIn 86% of brands have a company LinkedIn profile 75% have franchisees with LinkedIn profiles Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

17 LinkedIn 11% of brands have the franchise opportunity listed as a Product or Service 6% have recommendations from franchisees for the franchise opportunity Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

18 Twitter The average number of Twitter followers a brand has is 5% of the average number of Facebook fans Data Courtesy of: FranConnect Process Peak Annual Marketing Survey and Benchmark Report

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20 Local Owner Capacity

21 Marketing Complexity For Franchisees is Only Going to Increase!

22 Capacity? Expertise? Budget?

23 Getting Franchisees to Market KEEPING IT SIMPLE AUTOMATED AVOID MULTIPLE INTERFACES PROVIDING REPORTS AND ROI LEVERAGING THIRD PARTY HELP WHERE NEEDED 23

24 Jayson Pearl, CFE CMO Brightstar Care Marketing Best Practices for Driving More Leads and Sales: SEO, SEM, Mobile, Social Media and Reputation Management

25 About BrightStar Care Jayson Pearl Chief Brand Officer Marketing National Accounts Brand Incubation Regulatory Affairs 6 BSC 30 years in Franchising 3 seconds of fame! 25

26 About BrightStar Care Medical and non-medical home care and medical staffing agencies Founded in 2002, Franchising since locations in 38 states Joint Commission Accreditation 26

27 Digital Marketing Approach Leverage Captured Data Media Consumption & Types Age, HHI, education What they value most, value least Relationshi p to client Content SEO Web Design Deeper Learning Mobilize Opportunity for Franchisees ORM Social Media Research on Best Clients Used home care before? Price sensitivity (Value) Timing to Research Home Care Services Needed Integrated Systems

28 ROI Franchisee and Franchisor

29 ROI Franchisee and Franchisor Brand Consistency (Assurance) Local Customization (Reputation)

30 Engaging Content Video: Brand Overview Family Resources About our Director of Nursing About our Director of Nursing Video: Topic Specific

31 SEO / Web Design 1. Mobile Responsive (CSS Media Query) Prioritize What Collapses 3. SEO 2. Lead Generation 4. Social Sharing 5. Blog National Local Source: HubSpot Marketing Grader

32 Online Reputation Management Create higher ranking and clickability, more accurate local listings and franchisee engagement Create and Empower Promoters Monitor and Improve: Review Sites Local Listings Management Social Listening

33 Social Media Leverage as Key Lead Generation Platforms KPI s: Reach Frequency of publishing Engagement Optimizing Website for Social Sharing Brand Consistency Local Reputation Flexibility for Franchisees

34 Integrated Systems Central Data Center Partner Systems Franchisee Options Progress on Brand Goals Drive Franchisee Revenue Consumer Connections Grow and Protect Brand

35 Philip St. Jacques, CFE President St. Jacques Marketing Marketing Best Practices for Driving More Leads and Sales: SEO, SEM, Mobile, Social Media and Reputation Management

36 Communication is the real work of leadership. Nitin Nohria (Dean of Harvard Business School)

37 Local/Social Marketing Success What makes local/social programs work Why do local/social marketing not go as planned Maximize the investment of the required spend All stakeholders roles Performance improvement Avoid pitfalls

38 Complex, fractured, expensive, constantly evolving

39 So how do we strategically set up a local/social platform that solves a critical operational problem?

40 Building Blocks of Local/Social Platform Success Tendency to want dive right into the stuff Pressure from franchisees Want to be relevant Feel like you need to catch up / get something going Throw a vendor at the problem Digital Advertising Search $ $ Direct Social Mobile Content

41 Regionalization Corporate Culture ORGANIZATIONAL Legacy New Franchisee Balance Franchisee Communication/Alignment Insights/Positioning BRAND Messaging/Content/Creative Marketing and Media Strategy Test Digital Advertising Search $ $ Direct Social Mobile Content Implementation System wide

42 So where do we start and how do we set this up effectively?

43 Brooke Budke Marketing Director TITLE Boxing Club

44 Alignment, Strategy, Execution and Engagement leads to greater ROI Experienced-based brand Monthly brand campaigns must live online and in the club Tapping into the power of social influence

45 7 Step Strategic Process 1. Local/Social Goals & Needs Assessment 2. Establish Communications Protocol 3. Social/Local Infrastructure Development 4. Franchisee Education/Enrollment 5. Social/Local Campaign & Asset Development 6. Rollout Annual Calendar 7. Analysis/Reporting

46 7 Step Strategic Process 1. Local/Social Goals & Needs Assessment 2. Establish Communications Protocol 3. Social/Local Infrastructure Development 4. Franchisee Education/Enrollment 5. Social/Local Campaign & Asset Development 6. Rollout Annual Calendar 7. Analysis/Reporting

47 7 Step Strategic Process 1. Local/Social Goals & Needs Assessment Identifying Goals Align Stakeholders; Corporate, FAC, legacy and new franchisees Social/Local Audit Quantitative; how many channels, what kind Qualitative; how confident are you Reputation What are people saying pro and con Successes and Failures Competitive Review

48 Corporate Franchisee

49 7 Step Strategic Process 1. Local/Social Goals & Needs Assessment 2. Establish Communications Protocol 3. Social/Local Infrastructure Development 4. Franchisee Education/Enrollment 5. Social/Local Campaign & Asset Development 6. Rollout Annual Calendar 7. Analysis/Reporting

50 7 Step Strategic Process 2. Establish Communications Protocol Announcement plan to FAC as well as established ongoing progress communications Outlining Team Members and Roles Program Goals Stages Procedures Process to manage franchisee requests/questions

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52 7 Step Strategic Process 1. Local/Social Goals & Needs Assessment 2. Establish Communications Protocol 3. Social/Local Infrastructure Development 4. Franchisee Education/Enrollment 5. Social/Local Campaign & Asset Development 6. Rollout Annual Calendar 7. Analysis/Reporting

53 7 Step Strategic Process 3. Social/Local Infrastructure Development Establish Strategy Target audience identification Franchisees Existing Customers Prospects Employees Develop local/social Guidelines Develop/upgrade existing CORPORATE social/local online properties Establish Franchisee Social Pages (that currently do not exist) Scalable Technology Platform aligned with strategy

54 7 Step Strategic Process It s more straightforward if a brand starts from zero, but many brands have social infrastructures already operating without guidelines. Legacy franchisees vs Newly opened franchisees Digitally savvy vs Novice

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56 7 Step Strategic Process 1. Local/Social Goals & Needs Assessment 2. Establish Communications Protocol 3. Social/Local Infrastructure Development 4. Franchisee Education/Enrollment 5. Social/Local Campaign & Asset Development 6. Rollout Annual Calendar 7. Analysis/Reporting

57 7 Step Strategic Process 4. Franchisee Education & Enrollment Present Strategy, Process Social/Local Technology Set-up Franchisee Social Properties Hook Up Local/Social Platform Development (aligned with brand strategy)

58 7 Step Strategic Process 1. Local/Social Goals & Needs Assessment 2. Establish Communications Protocol 3. Social/Local Infrastructure Development 4. Franchisee Education/Enrollment 5. Social/Local Campaign & Asset Development 6. Rollout Annual Calendar 7. Analysis/Reporting

59 7 Step Strategic Process 5. Social/Local Campaign & Asset Development Campaign Set-up; Graphic and Copy Elements Photo/Image Guidelines and Specs Social Asset Distribution (Franchisor & Franchisee) Implementation

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61 7 Step Strategic Process 1. Local/Social Goals & Needs Assessment 2. Establish Communications Protocol 3. Social/Local Infrastructure Development 4. Franchisee Education/Enrollment 5. Social/Local Campaign & Asset Development 6. Rollout Annual Calendar 7. Analysis/Reporting

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67 Theme Roles

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69 7 Step Strategic Process 1. Local/Social Goals & Needs Assessment 2. Establish Communications Protocol 3. Social/Local Infrastructure Development 4. Franchisee Education/Enrollment 5. Social/Local Campaign & Asset Development 6. Rollout Annual Calendar 7. Analysis/Reporting

70 7 Step Strategic Process 7. Analysis/Reporting Report on what you need/more than what you can Make sure its complete and tied to ROI Analysis: what the data is telling you is critical Benchmark to test new ideas

71 SUCCESS OF CAMPAIGNS November: Black Friday: Member Acquisition December: Cyber Monday: Member Retention Holiday Hits: Member Referral January: New Year: Member Acquisition RESULTS: JANUARY 2015 LARGEST 1 MONTH REVENUE INCREASE YOY

72 Q&A Moderator Amit Pamecha, CFE CEO and Founder FranConnect Panelists Jayson Pearl, CFE CMO Brightstar Care Brooke Budke Marketing Director TITLE Boxing Club Philip St. Jacques, CFE President St. Jacques Marketing

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