Posts Tagged ‘Social Media Marketing

03
Sep
14

Social Media and Franchises

Social media use has exploded in the past 10 years. For business, it has especially changed how we reach consumers. As social media constantly evolves, the world of franchising is still grappling with how best to utilize “the new word of mouth.”

From the perspective of franchisees, there are several options for social media. Managing a “fan page” for their local business is a great way to connect with customers. This is ideal for local information and offers targeted directly to their business community. Several companies (such as Buffalo Wild Wings – http://on.mash.to/1Cngwx8) utilize the “local location” social media strategy, but one size does not fit all. Some questions to consider before adopting a social media strategy:

  • What is the nature of your business? – The nature of your business will go a long way towards determining the nature of your social media presence. A restaurant franchise’s social media platform will look much different than an urgent care franchise. Where a restaurant might be pushing a deal on a specific product, an urgent care might be posting when they will start offering flu shots, or current wait times for a doctor.
  • Will the franchisee be able to manage a page on their own? With all of the responsibilities of getting a franchise up and running and then operating, it’s possible that managing a social media page might be too much for the franchisee. There should be a plan in place to address whether or not a location page is a good fit.
  • If they can manage, how much control will franchisees have? – This is something the franchisor needs to have planned out early. The franchisor will have the best idea of the desired image for the franchise, but the franchisee may have the best idea about what reaches their local audience.

From the perspective of the franchisor there is much unknown about social media’s effectiveness for franchise sales. It is true more franchisors are using social media as a sales tool, but its primary function is still about engagement. As a result, it is difficult to say how many franchise sales can be directly attributed to social media. The question everybody is trying to figure out is “How can I make social media work for franchise sales?”

To answer this question, there are several other questions to consider as well.

  • Which social networks yield the best results? – Each social network has its own target audience, which means some won’t be your best bet for recruitment. Networks like Twitter or Pinterest use casual language, and are focused around interaction and sharing experiences or photos. LinkedIn, however, is formal and business oriented. Facebook’s sheer volume of active users (1.11 billion active users each month – http://yhoo.it/1i02tpS) is reason enough to utilize Facebook as a tool.
  • How do I connect with users? LinkedIn and Facebook both have solutions to connect with your target audience. LinkedIn has many different groups with people who share similar interest; a quick search for “groups about franchises” yields more than 200 results. Facebook not only allows you to start a page promoting your franchise, you can purchase Facebook ads to target a specific audience.
  • How do I stand out? One method to consider is the use of video. YouTube is already one of the largest search engines in the world, and video results can improve SEO. Plus, videos provide a much deeper sense of engagement than plain text. A video explaining your franchise and how to become a part of it can have powerful results. Facebook ads are also a good tool. They are inexpensive and allow you to target the type of person you want.

Social media and its use within franchises has a wealth of untapped potential. Tell us your thoughts on social media and its uses in franchising in the comments below, or on our Facebook page: https://www.facebook.com/WeiseCommunications?ref=br_tf

13
Aug
13

Social Media Marketing: Chipotle’s Method to Their Faux Hack Madness

Last Sunday, Chipotle’s twitter account, known for having one of the most social, appeared to have fallen prey to the works of a hacker.  @ChipotleTweets released a stream of tweets that appeared to be a list of commands to Siri about directions, google searches, and texts. Tweets

Later on during the week, Chipotle admitted to the public that the twitter hack was just a publicity stunt tied to their 20th anniversary campaign, “Adventurrito.”  This announcement received mixed reviews from critics and fans, saying that the fake hack broke the trust of their customers.  This move is not that uncommon, with MTV and BET faking account hacks for publicity only a few months ago.

There is no doubt that the fake stunt increased Chipotle’s publicity; they gained 4,000 followers in a day, as well as publicity all over news and social media sites, but is this success worth their deception?

When it comes to faking account hacks, a real one is a nightmare for community managers to imagine.  But, a planned hack gives off an air of shameless self-promotion, leaving fans and followers feeling foolish.  Social media has helped many brands come closer to their customers, but alienating them on these sites can destroy their long built reputation.

 

chipotleChipotle was able to shy away from alienation and deception by giving their hack an underlying purpose; Adventurrito clues.  The puzzle of the day that Sunday was about the ingredients in Chipotle’s guacamole, so some of the tweets that appeared to be Google searches and texts were actually hints on the puzzle.  Chipotle has been hiding clues for their Adventurrito puzzles across all media, so the purpose of the hack was to follow along with these other hidden clues.

Instead of harmful tweets that might look even worse on the brand, Chipotle made sure their tweets were planned well, shying far away from anything hateful or controversial.

Planned social media hacks can appear to be bottom of the barrel self-promotion, but if executed with a deeper plan, such as clues for a contest, Chipotle is helping their customers, along with themselves.

Was Chipotle’s fake Twitter hack a terrible misstep in their otherwise untainted social media reputation?  Or was it a creative reinforcement to their Adventurrito campaign? Share your thoughts with us in the comment section below, and on our Twitter and Facebook!

08
Aug
13

Social Media Marketing: American Eagle’s Skinny Skinny Jeans Touches Millennials

Thanks to Twitter and Facebook, brand engagement is at an all time high.  Some brands have dormant accounts, rarely posting anything, while others have been able to turn their brands into personal, interactive and dynamic engagement tools.  The latter has been able to increase revenues and sales, while also building a positive brand image.  These lively accounts also provide a unique opportunity for followers, giving them exclusive information on the company, sales promotions and contests, as well as first looks at new products on the horizon.skinny-skinny-jeans

American Eagle Outfitters, a clothing store for the millennial market, was able to leverage their social media followers into customers when they brilliantly pulled off a hip, funny April Fools practical joke.  On April 1st, American Eagle made the announcement that they were producing the next big thing in fashion; spray on skinny jeans.  The “skinny skinny” jeans came in a spray can, and were going to be the tightest jeans in the market, following the trend in the millennial fashion world of skinny pant-cuts.  American Eagle produced photos of models, male and female, sporting the new jeans, as well as videos of the jeans in action.  The lighthearted joke received significant press coverage, increasing their exposure, and was a great success to their established brand image of a hip, young company with a fun side.

old_spice_internetOther brands, like Old Spice, have also been able to turn their brands into exciting sources of brand engagement.  Old Spice used their famous “Smell Like A Man” campaign model, Isaiah Mustafa, for an interactive Q&A with Twitter followers.  Followers would tweet their questions, and within minutes would receive a YouTube video response from Isaiah Mustafa and the Old Spice team.  Old Spice’s interactive accounts have made them the leader in body wash and deodorant sales.

It is clear that when used for its purpose, social media networks of brands can produce increased revenue and brand perception.  Social media is able to bring brands closer to their consumers and reinforce a continued brand experience.

What do you think of American Eagle’s April Fool’s gag?  Was it a positive use of brand engagement like Old Spice’s?  Let us know in the comments section, as well as on Twitter at @weise_ideas and Facebook!




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