“Localization and Social Media” – from Retail Franchise Industry Report 2012

The following is from the Localization and Social Media section of the recently released Retail Franchise Industry Report 2012 as shared by Franchise Direct. We’re excited to see franchisEssentials President & CEO, Paul Segreto, quoted in this section of the report…

Localization and Social Media

“People want to do business with people. They buy from people. Sure, the brand may get them in the door, but it’s the person representing the brand that they want to do business with,” says franchising expert Paul Segreto. “So, as consumers technologically advance it’s not uncommon for them to check out the local franchisee’s Facebook page or LinkedIn profile, perform a Google search of the franchisee, etc.”

In fact, findings from the 2012 Customer Insights Survey showed roughly three of every four consumers use Facebook to make retail (or restaurant) decisions. With more choices in the marketplace than ever before, it’s important for franchises to go beyond the price and quality of the products being sold and reach out to consumers where they are. Because of this, franchises are well served by letting franchisees foster relationships within their local communities that could lead to brand loyalty. Increasingly, this is being done through social media.

Whether is with Facebook, Twitter, Pinterest, Yelp or any other site, engaging customers and informing them about the choices they have in their backyard is always a good move. Relating the flow of money to the human body, David Boyle, researcher at The New Economics Foundation said in a Time Magazine interview, “Money is like blood. It needs to keep moving around to keep the economy going. [When spent in non-locally owned entities] it flows out, like a wound.”⁷

A franchise with a good advertising and marketing strategy that includes attention to local initiatives is very valuable to franchisees because no two markets are alike. As such, the advertising and marketing for different markets should be similar for brand continuity, but not exactly the same. Furthermore, many consumers find products and services by performing local searches, not searching out the corporate website first. Cultivating local media with tailored messages for specific areas is important to make a franchisee’s services relevant to that area’s consumers.

According to Segreto, “franchisors should not take a rigid approach with respect to messaging and social involvement. New media is all about interaction and engagement, and as such, requires a ‘personal’ touch at the local level.” One franchise system that has adopted the personal, localized social media and website concept is Apricot Lane Boutique. Each Apricot Lane franchisee is provided social networking set-up programs (including support and content for a Facebook page for their store, as well as Twitter and Pinterest). Franchisees also have their own customized website for their store.

Localized social media efforts can translate from friend to friend resulting in the word-of-mouth recommendations businesses of all types crave. One emerging way of rewarding local patrons through social media is offered by Foursquare. Foursquare recently launched a “local updates” tool geared towards letting businesses send messages about specials and events to customers wherever they happen to be at the time. The specials and events aim to capitalize on word-of-mouth advertising from those who buy from their store and take actions that advertise that store to their circle of contacts.

Read the complete Retail Franchise Industry Report 2012

Effectively Using Linkedin

As social media continues to gain steam and obviously is not going away, more and more people are looking to participate. Unfortunately, many are intimidated and quickly give up. I routinely work with individuals, in both personal and business settings, explore and understand social media and its benefits. I have found simplicity is key in getting started.

I would like to share my response to a question previously posted on Linkedin, “If there was one piece of advice you would give someone who was new to Linkedin or had not really been effective at using it. What would you tell them or show them?”

The most important piece of advice I would share is defined in my own “Triple P Tripod” plan. A tripod as everyone knows, stands on three legs. If one leg isn’t as strong as the others, is different in length, or is missing altogether, the tripod falls. At best, it precariously stands when leaned against the wall only to fall at the slightest movement. The triple “P” refers to three action words, Personalization, Participation, and Patience.

Personalization – Just as when you enter a room full of people, it’s your personality and how you handle yourself that gets you noticed. On Linkedin, the same holds true. Starting with your profile, make sure it reflects you as you want to be perceived.

Misspelling and poor grammar are akin to an open fly or a skirt tucked in pantyhose at an in-person event. Yes, you’ll be remembered, but for the wrong reasons. Enter discussion groups with grace. In other words, without being obnoxious or obtrusive. Develop your own style, your own points of view. Just as when you leave an in-person event and thank your host and say adieu to the people you have been conversing with, also thank individuals that took the time to answer the questions you posted in a LinkedIn group. Keep in mind, as in anything that is written, your words will last forever as they become your personal stamp.

Participation – It’s important to participate in various groups on Linkedin. Be proactive in groups you’re directly interested in as well as “collateral” groups that touch on your areas of interest. For instance, if you’re interest is in franchising, you would most likely join several franchise groups. Now, look at entrepreneur, small business and marketing groups.

When posting a question in one group, post it in the others to gain a different perspective. For example, the question, “How would you define franchising?” is answered much differently in a franchise forum than in an entrepreneur forum. Certainly, much different in a marketing or sales forum.

At first, I would recommend responding to posts to get a feel for how it’s done and more importantly, a feel for the group. It’s always best to test the waters with your toe than it is to just jump right in. Yes, there may be sharks in the Linkedin waters and they’ll attack at the first sign of weakness.

Next, post simple discussions and remember to respond to and thank each person that has taken the time to participate in “your” discussion. As you’re comfortable, start your own group. If you’re very interested in a particular group and are unhappy with participation or feel membership is lacking, contact the group owner and offer to to help recruit members as a manager of the group.

Patience – At first, a newcomer to Linkedin will feel overwhelmed. Actually, that may be putting it mildly especially if you’re less than experienced in social networking, or texting and sending instant messages by phone. Take a deep breath and understand this is not rocket science. Take it one step at a time.

Preview the Linkedin Learning Center and refer to it again and again. Use the Help section. Search online for articles and tips on using Linkedin. Explore all aspects of Linkedin as a kid in a candy store. You’ll find things you never knew existed about Linkedin that can help you achieve your objectives. After considerable time working with Linkedin, I’m still amazed when I discover something new, either by accident or by learning from others.

To this day, I’m excited by signing in to Linkedin and exploring new groups, uncovering new opportunities, seeing who responded to my last post and who commented on my last response, and most importantly, meeting new people and developing online relationships that over time turn into rewarding personal relationships. I’ve actually connected with one of my boyhood heroes, a former ballplayer turned marketing executive, on Linkedin, that I now communicate with on a regular basis!

Happy networking!

Effectively Using Linkedin was originally posted on the franchisEssentials site November 2009.