Paul Segreto, FranchisEssentials presents at Houston Franchise Business Network meeting

1. Franchise Development –
What is the New Normal?
Presented by Paul Segreto
August 2, 2012

2. Paul Segreto
• 25+ years franchise • Founder FranchisEssentials
experience Media Group
• Franchise Executive • Franchise Today – Internet
Radio Show
• Multi-unit Franchisee • FranSummit – Virtual Training
• President FAC Platform
• Consultant & Coach • Franchise Essentials Magazine
• President & CEO • Personal Branding for Franchise
franchisEssentials Professionals
• President & CEO • Active IFA Member &
Franchise Foundry Advocate
• Membership Committee
• Technology Committee

3. Let’s start at the beginning…

4. Check out their eyes!

5. Today’s franchise candidates are…
More educated
More sophisticated
More technologically
advanced
…than ever before!

6. Today’s franchise candidates are…
More educated More diligent
More sophisticated More cautious
More technologically More anxious
advanced
…than ever before!

7. What does your franchise sales
process look like today?
Is it actually a process?
Is the target audience defined?
Is the process consistent with
marketing messages?
Do sales representatives know
and understand the
messaging?

10. Is the outlined and official
franchise sales process the actual
process being used?

11. Could your franchise sales
process work better?
Is it time for a franchise
sales process audit?

13. Integrate Social Media with
Traditional Marketing

14. Your franchise sales process
must have continuity with
your online messaging.

15. Franchise Social Media is about amplifying
your recruitment messaging.

16. Using Social Media to amplify
an inconsistent message and
incorrect or non-compliant
content will lead to poor results
or worse consequences…

17. What you tweet, post, share, blog, YouTube,
IM and discuss in the digital world you can
never fully take back the message.

18. Remember, in the digital world
of Social Media, everything you
say is for eternity…

19. Social Media in
typical business environments

20. Social Media in Franchising
Candidate
Franchise
Sales Rep
Brand

23. Getting started - Social Media e-IDEA™
• Explore
• Identify
• Develop
• Execute
• Analyze

24. Social Media e-IDEA™
Exploring different aspects of Social Media – Including Social
Networking and key social technology that creates excitement and
brand awareness within your industry segment.
Identifying primary and secondary targets – Who will be targeted to
purchase and/or visit your franchise locations? How deep do the
target groups go and are there collateral groups that can be
tapped?
Developing a Strategy and Plan of Action – Customized to specific
targets in accordance with franchise development goals and
objectives?
Executing the Plan – Putting the plan in motion including monitoring,
managing the process including new content and updates. Keep it
fresh!
Analyzing & Quantifying the Results – Is it working? Do you continue
straight ahead or repeat the process from the beginning? What
are actual results in franchise sales and system revenue?

25. Social Media e-IDEA™

26. Explore…

27. Identify…

28. Understanding Your Targets
• Know who they are
– Based upon successful franchisees
– Based upon industry experience
– Based upon specific profession
– Based upon skills
• Know where they are
– Based upon where they congregate online
– Based upon where they communicate online
– Based upon their interests

32. Develop…
• Human Resources
• Training
• Manage & Monitor
• In-house or Outsource
• Budget
• Goals & Objectives
• Policies & Procedures
• Tracking
• Brand Integrity

33. What are the objectives for using social media for
franchise sales?
Increase leads?
Keep leads and candidates engaged with your brand?
Improve cost per lead and cost per sale?
What about current franchisees?

34. Execute…
• Human Resources
• Training
• Manage & Monitor
• In-house or Outsource
• Budget
• Goals & Objectives
• Policies & Procedures
• Tracking
• Brand Integrity

35. Candidates expect franchise
companies to be Social Media
savvy and for franchisors to be
active in the digital world.

37. Today’s consumers & franchise candidates are…
More educated More diligent
More sophisticated More cautious
More technologically More anxious
advanced
…than ever before!

39. LinkedIn
http://www.linkedin.com/in/segreto

40. Integrated Franchise Marketing

41. Cross-platform & Multi-tier

42. Does that mean traditional marketing
should not be utilized?
Does that mean the franchise sales
process should change?

44. Keeping Prospects Engaged

45. Closing the Sale

46. Keeping prospects engaged

48. Franchise sales requires
a seamless transition!
Sales representatives must be aware of all online marketing
messages
Sales representatives must be aware of all discussions
regarding the brand
Sales representatives must be aware sales process may not be
A to Z
Sales representatives must be aware franchise compliance still
prevails
Sales representatives must be aware people still buy from
people
THIS APPLIES TO BROKERS, TOO!

53. Analyze & Quantify…

54. Online Brand Management
Google profiles
Google alerts
Brand
Keywords
Per targets
Geo-specific
Online brand audits
Blogging Community

55. Social Media Metrics
• Volume – The number of comments, blogs, posts,
tweets, links, etc., about the brand, the
competition, and the industry segment.
• Sentiment – The positive, negative, or indifferent
consumer reaction to the brand or a topic, which
can be measured by text analytics and natural-
language processing.
• Emotion – The reasons that a consumer felt, good,
bad, or indifferent that point how the company can
resolve his / her problem or how the business can
change and improve.

56. Social Media Metrics
• Topic / Issue – The context (e.g., product, customer
service, advertising, competitor, etc.) in which the
brand is being discussed.
• Source – Where the conversation is occurring (e.g.,
Twitter, blog, discussion board).
• Author (Influencer) – The people talking about the
brand and their social media impact (e.g. number of
followers, readers, comments).
• Virality – The reach of the brand and relevant topics
around the brand (e.g., how many people are
reading, posting, linking, and sharing).

58. Before Changing Course…

60. Two different objectives
For local brand awareness and driving business to franchise
units
For regional and national brand awareness and generating
interest in franchise concept
Requires different strategies and plans.
However, they may feed off each other!

61. Additional Benefit
Improving communications and information
sharing at all levels of the franchise system

62. Social Media & Franchise Sales
4 Common Steps
• Share
• Interact
• Engage
• Call-to-Action

63. I’d love to hear from you!

64. Paul Segreto CONTACT ME
• 25+ years franchise • Founder FranchisEssentials
experience Media Group
• Franchise Executive • Franchise Today – Internet Radio
Show
• Multi-unit Franchisee • FranSummit – Virtual Training
• President FAC Platform
• Consultant & Coach • Franchise Essentials Magazine
• President & CEO • Personal Branding for Franchise
franchisEssentials Professionals
• President & CEO Franchise • Active IFA Member & Advocate
Foundry • Membership Committee
• Technology Committee
(832) 838-4822 www.FMDpro.com
segreto.paul@gmail.com www.FranchisEssentials.com