By Kim McWatt
In my white paper “Harnessing the Power of Social Media within a Dealer / Franchise Network”, I discussed how providing your dealer/franchise network with the strategies, processes, and support tools for managing social networks locally ensures that consistent brand experience can be delivered to the customer. Setting the expectations up front makes sure that greater trust is established between the corporation and dealers/franchisees since all parties are clear on their roles and responsibilities within the overall company social network.
In addition, consider these best practices for increasing the success of your social media program implementation: 1) listening to the customer, 2) selecting the right social media management system, and 3) collaborating effectively on campaign development.
Listen to Your Customer
Having a deep understanding of your customer, how they interact with your company, what kind of relationship they want to have with you and your brand, and how they respond to your marketing strategies is critical to your success. It often seems as if the customer is an afterthought, especially when it comes to social media. There is such a concentration on using social media to market to customers, the technology often becomes the driver rather than the other way around – aligning customer behaviors and needs to the technology.
There are abundant examples of companies who get on the social media bandwagon without really thinking if it’s the right thing to do for their customers or their business. Unfortunately, good intentions don’t always equate to good results. When starting on the road to developing sound marketing strategies which include social media as an outreach channel, consider questions like:
- What are your customer’s dominant buying motives?
- What is the strength of your current relationship? Do you have advocates of your business? How loyal are they to you?
- What is their preferred method of communication? Email? Online / Social? Personal Selling? Direct Mail?
- Are there any common needs within your customer base? Can you cluster customers based on their preferences?
- Are they currently using social media? If so, how?
- Are our customers currently talking about us online?
By listening to your customers online using Google search, HootSuite, or other social media monitoring tools such as MeltwaterBuzz or Radian 6, you can effectively start to plan your social media communications strategy. From your analysis, you gain the background needed to determine the right content, the right social communications channels, and the right voice needed for your current and potential customer audience.
Social Media Management Systems
Social media management systems (e.g. HootSuite Pro/Enterprise, Zift Solutions) offer dealer/franchise networks a way to streamline communications and cascade content through these channels. Corporate head office can deliver content directly through the local channels while still allowing their dealers/franchisees the ability to post local content. Team based channel management can be set up to enable head office to listen, engage and measure all from a single interface. Management permissions can also be set at an enterprise level and enable as little or as much control of content posted through the local social networks as necessary (i.e. approvals required on all posts versus no approval required).
Selection of a management system should be determined by the corporation and based upon:
- Business size and engagement points (i.e. size of dealer/franchise network)
- Expectation of customer engagement frequency/volume (e.g. expecting a high volume of customer posts related to customer support)
- Volume of marketing content to be posted (i.e. deals, news, campaigns being managed)
- Custom support options (e.g. specialized reporting or if the organization is multinational)
Not all systems are created equal. The corporation needs to determine what systems will work best for their unique network requirements.
Local Campaign Support
Corporations need to make sure all dealer/franchisees are fully aware of the goals, objectives, timing, content, and response requirements for social media campaigns (e.g. product promotions/product launches).
- Goals and Objectives – clear objectives and measureable goals need to be published to the franchise network so they understand the success measures for the promotional campaign. Is the campaign designed to increase brand awareness? Drive lead generation? Improve online customer engagement? Franchisees need to understand the objectives and goals in order to provide support at a local grassroots level, just as they would for a traditional media campaign.
- Timing – this includes length of the overall campaign, frequency of posts, and timing of individual posts. From a recent experience with a food service franchise, we learned that discussion of this aspect of the campaign is critical for local support. The Facebook promotional campaign for a new menu was not clearly outlined to the franchisees both in terms of length of campaign (5 weeks), number of posts (varied weekly) and timing of posts (twice a day to once every 2 days). Franchisees became concerned that the frequency and timing corporate posts impacted on the visibility of their local posts. A discussion with follow up outline of the campaign prior to launch would have alleviated any concerns and allowed franchisees to time their local posts accordingly.
- Content – Dealers/franchisees need to be aware of the content of the campaign so they can follow up with supporting content, answer customer questions, and ensure they do not post duplicate content during the campaign time frame.
- Response requirements – the corporation must outline how customer comments will be responded to – will corporate provide all responses to corporate posts? Is the dealer/franchisee responsible for managing comments? If the responsibilities are unclear, customers will become frustrated with either a lack of response or duplication of response.
Including dealers/franchisees upfront in the discussions about social media campaigns can significantly increase the chances of delivering a successful promotion and supports the development of deeper trust between the franchisee and franchiser.
Successful implementation of social media programs takes a collaborative effort between the corporation and its dealer/franchise network. What other best practices are you using to manage social media in your network?