Social media no longer exists on the outskirts of successful franchise marketing strategy. In the modern landscape, successful branding and marketing campaigns must have a social element at their core in order to be relevant and sustainable. Prepared for Griffith Univeristy's Asia Pacific Centre for Franchising Excellence, this Franchise Marketers Begginers Guide to Social Media is an up-to-the-minute resource for all marketing proffesionals in the franchising sector looking to make a start in Social Media.

1. FRANCHISE MARKETER’S
BEGINNERS GUIDE
TO SOCIAL MEDIA
2011

2. THE NEW SOCIAL LANDSCAPE
• Social media no longer exists on the outskirts of successful
marketing strategy.
• In the modern landscape, successful branding and marketing
campaigns must have a social element at their core in order to be
relevant and sustainable.
• This Guide provides a snapshot of the franchise industry as it
currently exists on the 5 major social media platforms
• Facebook
• YouTube
• Twitter
• LinkedIn
• Google+
www.traffika.com.au

3. FACEBOOK
In Australia…
There are 11 10,000 new We are one of the
million active Australian users most active countries,
Australian sign up to Facebook with 60-70% of us
Facebook users every day logging in daily
www.traffika.com.au

4. FACEBOOK
MUSIC
NEWS
Facebook is becoming
TRAVEL integrated into every
part of our social lives.
SHOPPIN
G
POLITIC
S
www.traffika.com.au

5. FACEBOOK – GETTING STARTED
MUSIC
NEWS
1 Head to http://facebook.com/pages and click
Subscribe to http://fb.me/FacebookPages and
2 browse the tabs on the left
TRAVEL
Kick start your fan-base by clicking “Invite
3 friends” on the right hand side
POLITIC
S
www.traffika.com.au

6. FACEBOOK – CASE STUDY
• Domino’s Australia
• 250,000 fans
• Fresh content
• Daily deals
• Engaging content
• Interesting Tabs
• Active fan-base
• Shareable topics
www.traffika.com.au

7. YOUTUBE
There are 48 hours YouTube receives It’s the world’s largest
of content 3 billion daily social network,
uploaded to video views (100 receiving more traffic
YouTube every million are on than Facebook!
minute mobile)
www.traffika.com.au

8. YOUTUBE – GETTING STARTED
MUSIC
NEWS
1 Head to http://www.youtube.com/create_channel
Devise the goals you want to achieve with your video
2 content (education, entertainment, branding).
TRAVEL
Grow your channel rather than “launching” it, and
3 focus on quality of content, not quality of production.
POLITIC
S
www.traffika.com.au

9. YOUTUBE – CASE STUDY
Nando’s Australia
• Information resource for people looking to buy a franchise.
• High value content with the goal of franchise recruitment
• Positions the Nando’s brand as authoritative, helpful, and
forward-thinking
• Could be improved further by including more local case
studies.
www.traffika.com.au

10. TWITTER
Started out as an 65% of Fortune Ease of use and
enhanced SMS 100 companies mobile capability
platform, now are active on means it’s perfect for
used widely in B2B Twitter (vs just reaching modern
communication 54% on Facebook) businesspeople
www.traffika.com.au

11. TWITTER – GETTING STARTED
MUSIC
NEWS
1 Check that your brand name is available by signing up
Set up a dedicated RSS Reader and add interesting blogs
2 TRAVEL your industry. This is where you’ll find quality
from
content to Tweet out.
Monitor your profile regularly and reach out to anyone
3 who mentions you or ReTweets your content. HootSuite
POLITIC
S
is a useful free tool for managing this.
www.traffika.com.au

12. TWITTER – CASE STUDY
Grill’d Burgers
Very active with a large social
community
Provides value to their
followers
Encourages engagement
with the brand
Uses Twitter for
customer service
www.traffika.com.au

13. LINKEDIN
The world’s largest Dedicated to Adding 2 new
professional making members every
network – 100 professionals second (1 million
million members more productive every week)
& successful
www.traffika.com.au

14. LINKEDIN – GETTING STARTED
MUSIC
NEWS
1 Head to LinkedIn and create a Company Page for your
business, and ask all employees to nominate it as their
employer on their own LinkedIn profiles.
Fill out your company description, using key terminology to
2 promote the value your business provides. This description
TRAVEL
also appears on Google searches.
POLITIC
Populate your Services tab so people can see what you
3 S
provide and can recommend specific services to friends.
www.traffika.com.au

15. LINKEDIN – CASE STUDIES
Company Pages
• Pages are the ideal place to build a corporate
profile of your organisation.
• Allow people to follow you for updates,
Starbucks’ LinkedIn
Page represents the size provides a place to go for people to get
and professionalism of
the company information on events, careers, news.
LinkedIn Groups
• Utilising LinkedIn Groups to share knowledge
The Franchise Professionals
LinkedIn Group provides a
among Franchisees.
valuable forum for its
members
• LinkedIn Groups provide a common forum for
professionals to ask and answer questions
www.traffika.com.au

16. GOOGLE+
Newest and Straddles the Recently opened up
fastest-growing information-focus Company Pages,
social network, of Twitter with allowing businesses to
leverages the the interactivity grow their online
ubiquity of Google. of Facebook. presence.
www.traffika.com.au

17. GOOGLE+ – GETTING STARTED
MUSIC
NEWS
1 Log into any Google product (igoogle, gmail, etc) and
create your G+ Page.
During the sign-up process, link your G+ page to your
2 TRAVEL company website to help Google identify the
official
relationship between your web and social presence.
POLITIC
Use gplus.to to create a vanity (shortened) URL for
3 S
your Business Page so it can be easily shared and
remembered.
www.traffika.com.au

18. GOOGLE+ - CASE STUDIES
Men In Kilts
Promotional images
and videos
Sharing Franchising
news & information
www.traffika.com.au

19. GOOGLE+ - CASE STUDIES
Perm-a-Dry
Uses their Google+ Page as a resource for
information about their product
By providing technical product
information they are marketing for
interested franchisees.
www.traffika.com.au

20. GO FOR IT!
• Congratulations on taking the important step of
recognising social media’s importance to the
future of your franchise.
• Social media is about building a community around
your franchise’s brand by building relationships
and providing value.
• Be patient and consistent with your social media
efforts and your franchise will experience
sustainable and long term success.
www.traffika.com.au

21. STAY IN TOUCH
facebook.com/traffika traffika.com.au/blog
twitter.com/traffika linkedin.com/company/traffika
slideshare.net/traffika gplus.to/traffika
traffika.tv
www.traffika.com.au