How To Monitor and Leverage Social Platforms

LeveragingSocialPlatforms

Jack MonsonVice PresidentEngage121@jackmonson

• Enhancing the brand experience• Product launch• Customer service• Recruiting new Franchisees• Public Relations

• Employee engagement

• Franchise Relations• Reputation management• My daughter tells me we need

to do something on Facebook

Sell more stuff to more people at higher prices

- Frank Helmert, AON

Who?

Franchisors Empowering Franchisees

20% of Franchisees jump in

60% of Franchisees unsure

20% of Franchisees won’t touch it

Give them content

Give them tools, results

Do it for them

What Platforms?

800 Million Users

But what about the other 6 Billion people?

What Platforms?

Platforms Include Ratings and Review Sites

Monitor: Explore & Listen

Monitor Keywords: •Your brand(s)•Your competitors•Industry issues

Monitor People and Groups: •Your Franchisees•Your Customers•Industry Influencers•Franchising Voices•Potential Franchisees

Monitor Versus Engage

Monitoring & reporting: lurking at a cocktail party, then going home and writing about it in your diary.

Engagement: interacting with people at the party!

Respond

Negative Comments•Brief pause to see if a customer comes to your defense•Respond to all thoughtful criticisms•Respond on same platform•Take conversation offline as soon as possible•Don’t delete unless it violates your posted policy•If you delete, tell fans that you deleted it and why!

Questions•Reply as soon as possible – one hour?•Who should answer? Marketing, Customer Service, Sales?Local Franchisee?

Cross Pollinate

Remember, your Twitter followers may never read ratings and review sites.

Consumers who find your blog may not find your Facebook page.

Your Facebook fans may never leave Facebook!

Measure: Bottom Line Metrics vs. Social Media Activity

Next: Integrating Advertising

About Engage121, Inc.

– Communications Software for Franchises– Founded 1998– New York – Chicago – London– Sept 2010: Launched Engage121– Oct 2010: Mashable “Top Five SMMS for Business”– Nov 2011: Mashable Finalist Digital Company of Year– April 2012: Gartner “Cool Vendor”

Jack Monson, Vice President

[email protected]

www.jackmonson.com