Post on 21-May-2020
Social Networking – Tools and Tips for Controlling the Face of Your Brand
Presented by:
Jon Carlston V.P. Social Development Process Peak Marketing
Gila Fox New Communications Specialist ValPak Direct Marketing Systems
Ken Colburn CEO Data Doctors Franchise Systems
Lee Plave Partner Plave Koch PLC
Monitoring Basics
• Google Alerts • Google Analytics • Social Mention • Addictomatic
• Tweet Deck • HootSuite • Monitter • Board Reader • Twilert
Social media at Valpak
• Who we are o B2B and B2C
• How social media works for our brand o Home office vs.
franchise • Platforms
o Facebook, Twitter, LinkedIn
Our franchise social media solution
• B2B Strategy • Researched and
built platform for best results
• Blogging, LinkedIn, Twitter
Providing the Tools
Providing the Tools
Providing the Tools
Providing the Tools
Protecting The Brand
1. Set goals for your social media / social networking policy
2. Players - who should be involved in goal-setting for your system
3. Points your policy should cover 4. Taboos
Protecting The Brand Goals
No one-size-fits-all approach What’s best for your co. (probably
not what another co. did) oDiff industries oDiff goals (S/N vs. S/M,
B2C vs. B2B, communicate vs. drive traffic to units, etc.)
oDiff players oDiff resources
Protecting The Brand Goals – Assess the Situation
Is FR ahead or behind the curve re FE usage? What are corp. employees doing? What are competitors doing? Have “fans” already set up their own sites? What if anything is already being said about
company / brand ? Resources avail. to address S/N and S/M?
Protecting The Brand Setting Policy
Develop the policy with input from those likely to be involved: Employees Franchisees Cross-organizational approach: Mktg (incl. outside advisors) I.T. Franchise Development Operations Legal
Protecting The Brand The Policy
Distinguish between personal vs. business pages
Laws applicable to your business, to franchising, and to posting in gen. – Right to use photos – likeness + © – Privacy laws – Regulated industries – Franchise-related laws (e.g., no FPRs) – Defamation, libel, and advertising laws
Protecting The Brand The Policy
Standards re competitors’ sites Price competition – intrabrand Customer comments and complaints Flaming content / trolls Protect intellectual property: TM + © Explain how stds apply to
employees of FR and FE
Protecting The Brand 10 Taboos
1) No posts with confidential company information (especially if co. is public, consider Reg. FD).
2) No posts to competitors’ sites 3) No anon. postings 4) Don’t register names that adopt or mimic
competitors’ names, marks, etc. 5) Only facts known to be true
Protecting The Brand 10 Taboos
6) Personal postings “sex, drugs, and rock-and-roll” std
7) Posts on politics, hot-button social issues, and int’l matters
8) Photos in company uniforms (Dominos – NC) 9) Defamatory content, disparaging or
threatening comments 10)Pornography
Social Networking – Tools and Tips for Controlling the Face of Your Brand
Discussion