Social Networking
Social Networking
Social Networking
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<strong>Social</strong> <strong>Networking</strong> – Tools and Tips for<br />
Controlling the Face of Your Brand<br />
Jon Carlston<br />
V.P. <strong>Social</strong> Development<br />
Process Peak Marketing<br />
Ken Colburn<br />
CEO<br />
Data Doctors Franchise Systems<br />
Presented by:<br />
Gila Fox<br />
New Communications Specialist<br />
ValPak Direct Marketing Systems<br />
Lee Plave<br />
Partner<br />
Plave Koch PLC
• Google Alerts<br />
• Google Analytics<br />
• <strong>Social</strong> Mention<br />
• Addictomatic<br />
Monitoring Basics<br />
• Tweet Deck<br />
• HootSuite<br />
• Monitter<br />
• Board Reader<br />
• Twilert
• Who we are<br />
o B2B and B2C<br />
• How social media works<br />
for our brand<br />
o Home office vs.<br />
franchise<br />
• Platforms<br />
o Facebook, Twitter,<br />
LinkedIn<br />
<strong>Social</strong> media at Valpak
Our franchise social media solution<br />
• B2B Strategy<br />
• Researched and<br />
built platform for<br />
best results<br />
• Blogging,<br />
LinkedIn, Twitter
Providing the Tools
Providing the Tools
Providing the Tools
Providing the Tools
Protecting The Brand<br />
1. Set goals for your social media / social<br />
networking policy<br />
2. Players - who should be involved in goalsetting<br />
for your system<br />
3. Points your policy should cover<br />
4. Taboos
Protecting The Brand<br />
Goals<br />
No one-size-fits-all approach<br />
What’s best for your co. (probably<br />
not what another co. did)<br />
o Diff industries<br />
o Diff goals (S/N vs. S/M,<br />
B2C vs. B2B, communicate vs.<br />
drive traffic to units, etc.)<br />
o Diff players<br />
o Diff resources
Protecting The Brand<br />
Goals – Assess the Situation<br />
Is FR ahead or behind the curve re FE usage?<br />
What are corp. employees doing?<br />
What are competitors doing?<br />
Have “fans” already set up their own sites?<br />
What if anything is already being said about<br />
company / brand ?<br />
Resources avail. to address S/N and S/M?
Protecting The Brand<br />
Setting Policy<br />
Develop the policy with input from those likely to<br />
be involved:<br />
Employees<br />
Franchisees<br />
Cross-organizational approach:<br />
Mktg (incl. outside advisors)<br />
I.T.<br />
Franchise Development<br />
Operations<br />
Legal
Protecting The Brand<br />
The Policy<br />
Distinguish between personal vs. business<br />
pages<br />
Laws applicable to your business, to<br />
franchising, and to posting in gen.<br />
– Right to use photos – likeness + ©<br />
– Privacy laws<br />
– Regulated industries<br />
– Franchise-related laws (e.g., no FPRs)<br />
– Defamation, libel, and advertising laws
Protecting The Brand<br />
The Policy<br />
Standards re competitors’ sites<br />
Price competition – intrabrand<br />
Customer comments and complaints<br />
Flaming content / trolls<br />
Protect intellectual property: TM + ©<br />
Explain how stds apply to<br />
employees of FR and FE
Protecting The Brand<br />
10 Taboos<br />
1) No posts with confidential company<br />
information (especially if co. is public,<br />
consider Reg. FD).<br />
2) No posts to competitors’ sites<br />
3) No anon. postings<br />
4) Don’t register names that adopt or mimic<br />
competitors’ names, marks, etc.<br />
5) Only facts known to be true
Protecting The Brand<br />
10 Taboos<br />
6) Personal postings “sex, drugs, and rock-androll”<br />
std<br />
7) Posts on politics, hot-button social issues,<br />
and int’l matters<br />
8) Photos in company uniforms (Dominos – NC)<br />
9) Defamatory content, disparaging or<br />
threatening comments<br />
10) Pornography
<strong>Social</strong> <strong>Networking</strong> – Tools and Tips for<br />
Controlling the Face of Your Brand<br />
Discussion
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