How the Top 10 Service-Based Franchises Leverage Social Media Empowerkit is a product of Learn Expert Tips to Jumpstart Your Franchise’s Social Media Program Countless discussions are happening all the time about your franchise, both good and bad, on social networks – you can take part in the conversations and exert a level of control and awareness over your brand on the social web, or stand by and do nothing Call 877.803.4213 | [email protected]
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How The Top 10 Service Franchises Leverage Social Media
Learn more and download this white paper at http://bit.ly/aECHB1. Freshout has released a white paper, "How the Top 10 Service Franchises Leverage Social Media", exposing the dilemmas franchisors face in adapting to the social web. The report profiles and ranks each franchise to show their activity in the top social media networks (Twitter, Facebook, LinkedIn and YouTube), how franchisee adoption has fared, and concludes with an overall assessment with actionable best practice tips for franchisors to start seeing results.
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Transcript
How the Top 10 Service-Based Franchises Leverage Social Media
Empowerkit is a product of
Learn Expert Tips to Jumpstart Your Franchise’s Social Media Program
Countless discussions are happening all the time about your
franchise, both good and bad, on social networks – you can take
part in the conversations and exert a level of control and awareness
over your brand on the social web, or stand by and do nothing
Home Instead Senior Care has become fairly active in social media, and has made some great strides in the right direction with a particularly strong
presence on LinkedIn and YouTube. The main area that could be improved is having better uniformity in the way franchisees are communicating the
brand, and more frequency and better engagement with its audiences. Building on the efforts of franchisees that are currently active in social media,
Home Instead has a great opportunity to tighten up its strategy and really push broader franchisee adoption.
• Number of Current Staff & Franchisee Profiles: 500+
• Average Number of Profile Connections: 87
LinkedIn Groups:
• Internet Marketing for Carebuzz Clients: 27 members
• Home Instead Senior Care Mountain View: 20 members
• Home Instead Senior Care Ireland: 13 members
• Home Instead Senior Care San Francisco: 9 members
• Home Instead Senior Care- Concord/Salisbury, NC: 9 members
• CSR Home Instead: 6 members
• Home Instead Senior Care Northern Colorado: 4 members
• Home Instead Senior Care North Wilkesboro NC: 3 members
• Home Instead Senior Care of Birmingham, MI: 1 member
• Home Instead Senior Care – WI: 1 member
• Home Instead Inc Channel: 8,821 channel views, 95 subscribers
Features customer and franchisee testimonials, exemplary employees (CAREGivers), and promotes Home Instead services.
• Home Instead Senior Care – Fairfax County Channel: 339 channel views, 3 subscribers
Features event coverage, client stories, and narratives from the franchisee about its services.
• Home Instead Senior Care – Portugal Channel: 29 channel views, 1 subscriber
Features photo montage videos and a Home Instead commercial.
• Stages of Senior Care Channel: 897 channel views, 6 subscribers
This channel features the authors of “Stages of Senior Care”, a book published by the founders of Home Instead Senior Care, discussing the content and value of the book.
• Number of Fans: 476
• Average Number of Updates: 6-8 per month
• Number of Franchisee Fan Pages: 90
- Average Number of Updates: 2-4 per month
• Number of Franchisee Groups: 14
• Number of Staff and Franchisee Profiles: 500+
• Number of Staff &
Franchisee Profiles: 19
Facebook
LinkedIn
Twitter
YouTube
Sample Tweets:
Volunteering helps fight frailty, study shows. http://seniorhomecareadvisor.blogsp
We’re in the News! http://www.homeinstead.com/701/mediaroom/default.aspx
Frequent Mental Lapses May Precede Alzheimer’s http://bit.ly/a8gq6L
2nd
* Twitter Tips
-Track Your Metrics: Make sure you closely track conversations about your franchise,
click-through rates of your posted links, conversions, and other success metrics you've
established. By tracking and measuring your metrics, you'll be able to identify ways to
Residential and commercial plumbing and drain cleaning
Roto-Rooter has built a great brand where humor plays a key roll in exposing its strong customer service, and the types of plumbing expertise offered by
franchisees. They seem to understand that the brand can really be leveraged across the social web to accomplish meaningful results, however they need
more momentum behind their efforts to realize the true benefits. The main elements Roto-Rooter is lacking in is higher frequency in its communications,
better inclusion of franchisees, and more engagement with its audiences – by focussing on improving these areas in refining its strategy, Roto-Rooter
would very likely see some dramatic improvements in the results of its social media initiatives.
• Number of Current Staff & Franchisee Profiles: 172
• Average Number of Profile Connections: 86
LinkedIn Groups:
• Roto-Rooter Franchisee Association: 11 members
• Fans of the Roto-Rooter Bathroom Reader: 2 members
• Number of Fans: 653
• Average Number of Updates: 2 per week
• Number of Franchisee Fan Pages: 8
- Average Number of Updates: 1 per week
• Number of Franchisee Groups: 1
• Number of Staff and Franchisee Profiles: 314
• Roto-Rooter TV Channel: 660 channel views, 6 subscribers
This channel appears to be managed by the franchisor, and features Roto-Rooter commercials, media coverage, customer testimonials, and educational videos about its services.
Features a series of “how-to” decorating videos with host Sue Pelley.
• Number of Fans: 194
• Average Number of Updates: 2-3 times per week
• Number of Franchisee Fan Pages: 16
- Average Number of Updates: 1 per month
• Number of Franchisee Groups: 5
Franchisor Performance**:
• Influence: 21.5
• Popularity: 37.1
• Engagement: 23.1
• Trust: 13.6
Facebook
LinkedIn
Twitter
YouTube
Interiors by Decorating Den 425 US Units
Interior decorating services & products
The social media strategy for Interiors by Decorating Den that appears to be in place focuses almost exclusively on distributing information about recent
projects completed by its designers to followers, fans, and group members. Although they are doing fairly well in terms of being active across the key
platforms, their social media marketing would be much more effective if they spent more time interacting with their audiences. Encouraging interaction
on Facebook fan pages and on Twitter would help by giving customers a place to ask questions, give praise and feedback, and share ideas, not to mention
provide a much more fertile environment for sending out sales and marketing messages.
Sample Tweets:
We’re so excited to introduce you to our Decorating Den Interiors Canadian $ 10,000 Dream Bedroom Makeover Contest... http://bit.ly/922Fn9
We love our franchise owners. Happy Valentines Day! http://bit.ly/bOzXMR
Beautiful Condo in Atlanta by Barbara Elliott and Jennifer Woods fo Decorating Den http://bit.ly/aKTrpe
* Facebook Tips
-Welcome Discussion: Make sure you're encouraging discussions on your fan page by
posing questions to your fans, holding contests, and responding to comments.
ServiceMaster Clean has a fairly good presence on LinkedIn, but could really use some more energy put towards strengthening its other social media
efforts. The franchisor, in this case, needs to have more control and participation in the discussions happening around its brand and services, because
currently we have observed a number of questions and comments from consumers that have gone unanswered.
• Number of Current Staff & Franchisee Profiles: 500+
• Average Number of Profile Connections: 95
LinkedIn Groups:
• ServiceMaster Alumni: 314 members
• ServiceMaster QRV Marketing Professionals: 259 members
• ServiceMaster Alumni Group: 23 members
• ServiceMaster Franchises pursuing growth and success: 20 members
• ServiceMaster Clean: 16 members
• ServiceMaster Clean of Traverse City Area: 15 members
• ServiceMaster Clean of Grand Traverse: 5 members
Paul Davis Restoration clearly is trying to build a stronger social media presence, but like many other franchises, they would see greatly improved results
through initiating better audience engagement in conversations and increased franchisee adoption of a cohesive strategy. We see an opportunity to
really showcase Paul Davis Restoration’s technical expertise, as they appear to be innovating in the renovation services industry. Content around this
expertise could be leveraged through the YouTube channel and LinkedIn Groups to educate consumers and build even greater brand awareness and
credibility.
• Number of Current Staff & Franchisee Profiles: 370
• Average Number of Profile Connections: 41
LinkedIn Groups: • Paul Davis Restoration: 9 group members
• Paul Davis Restoration, Inc. Channel: 547 channel views, 19 subscribers
Feature Paul Davis Restoration commercials.
• Number of Fans: 214
• Average Number of Updates: 2 per day
• Number of Franchisee Fan Pages: 77
- Average Number of Updates: 2 per week
• Number of Franchisee Groups: 4
• Number of Staff and Franchisee Profiles: 500+
• Number of Staff & Franchisee Profiles: 17
Franchisor Performance**:
• Influence: 20.5
• Popularity: 27.2
• Engagement: 17.5
• Trust: 11.8
Facebook
LinkedIn
Twitter
YouTube
Sample Tweets:
PDR Northeast Wisconsin completes fire restoration project for Univ. Wisconsin: http://bit.ly/azBBKi
Got mold in your bathroom? Spraying bleach makes mold spores go airborne. Moisture control & keeping the surface dry is the key.
Paul Davis Restoration reveals the best ways to avoid accidents from electric space heaters http://bit.ly/bEyikK
* Facebook Tips
-Publishing Schedule: Create a manageable publishing schedule on your official fan page, and try to vary the types of content you publish. Try to work in photo and video updates whenever
you can, share helpful links, and update your fans on news about your franchise.
Jani-King does not appear to have taken any steps towards building a social media presence, and with well over 10,000 franchisees, there’s great
potential to leverage that network to really promote and strengthen its brand through. There is a particularly good opportunity for Jani-King on LinkedIn,
where there is a large pool of prospective customers that can be reached, as well as a place where franchisee recruitment can be promoted.
• Number of Current Staff & Franchisee Profiles: 206
• Average Number of Profile Connections: 64
• Jani-King Australia Channel: 54 channel views; 0 subscribers
The one video on this channel promotes Jani-King’s history and industry credibility, and is geared towards attracting new franchisees.
• Number of Franchisee Fan Pages: 1
-Average Number of Updates:
No updates since December 2009
No presence on Twitter
Facebook
LinkedIn
Twitter
YouTube
* Facebook Tips
* LinkedIn Tips
-Ensure Brand Continuity: Make sure the profile image you use is clear and doesn't crop out any parts of your logo or name. Provide the most optimal image file to your franchisees, and request
they use it on their franchise fan pages and groups. Also establish a consistent naming convention for franchisees to use for fan pages and groups they may start, so that you don't end up with
dozens of pages and groups with the same name and no visible differentiation.
- Optimize your Profile: Having a complete profile with keyword-rich content will help improve your SEO. Make sure to include relevant hyperlinks to news stories and other relevant content about
Linc Network has practically no presence in social media, which is surprising for a franchise of its size. Depending on its current business objectives
and strategy, Linc Network could benefit greatly from building its activity on LinkedIn particularly, where it could engage potential customers through
distributing information about its services, discussing industry best practices, and opening up conversations about potential customers’ projects.
LinkedIn could also be a great platform for franchisee recruitment efforts, as well as better engaging its current community of franchisees through
discussing customer successes, challenges, and new ideas in a closed group environment.
• Number of Current Staff & Franchisee Profiles: 46
• Average Number of Profile Connections: 40
No presence on Facebook Franchisor Performance**:
• Influence: 4.9
• Popularity: 16.1
• Engagement: 3
• Trust: 4.5
Facebook
LinkedIn
Twitter
Sample Tweets:
Linc Network continues to provide energy solutions to commercial business owners!
* LinkedIn Tips
-Post Status Updates Regularly: The status update is a great way to remain active
on LinkedIn, attract visitors to your profile, and promote news about your franchise.
You can now also sync up your Twitter profile, so that status updates publish to both
LinkedIn and Twitter.
-Give Recommendations, Seek Recommendations: The more positive
recommendations you have the better. Recommendations showcase your credibility,
and give people an outside perspective on how you are to work with. By giving
recommendations to others, you'll find that many will return the favor by posting a