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About usDeb Evans President & CEO Computer Explorers

Chad Cohen Vice President Fish Consulting

David Beyer Partner Quarles & Brady

Todd Leiser Director Franchise Sales - Valpak#TFIFA2012

2AgendaFranchisors PerspectiveFranchisees PerspectiveLegal PerspectiveBest PracticesToolsQ&A

#TFIFA20123Tweet your questions

#TFIFA2012#TFIFA20124Quick exerciseTweet that you are in the Twitter Frontier IFA session

Attending Twitter Frontier Session at the IFA Convention #TFIFA2012. Its awesome

#TFIFA2012How many of your have smart phones that can access the Internet right now?How many of you have it with you?How many of it in your hand?Show me (PHOTO) TweetWe know you are going to be looking at it during this session, so..We will pick one out and award a T-shirt (afterwards)

5Social media video

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#TFIFA2012

7Franchisor - Deb evansHello, I am @DebCE andeverything can be tweeted,any time, any where!

#TFIFA20128Create a raveNobody Cares About Your Products (Except You)Generate online buzz driving buyers to your virtual doorstep! Create Triggers that Encourage People to Share!

#TFIFA2012

World Wide Rave - A World Wide Rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there.

9Twitter agendaTo Do BusinessCorporate CommunicationsPublic RelationsBusiness DevelopmentMarketing and/or PR

#TFIFA2012

10Social sharingGreat Content will Create an Emotional ResponseBuilds Creditability OnlineAllow the Sharing Virus to Spread (add social buttons)

#TFIFA2012

11Sharing in 2011

Infographic byAddThisof ClearSpring

#TFIFA201212Ground ruleshttp://socialmedia.policytool.net/

#TFIFA2012

13Social media toolkitProvide step by step guide

#TFIFA2012

14Establish us policyTweets are Better as a Team

#TFIFA2012

15Tweet psychWhat will youTweet?

#TFIFA2012

16The twitter frontier

#TFIFA2012

75% of COMPUTER EXPLORERS Franchisees have a Facebook page17The twitter frontier

#TFIFA2012

Per Entrepreneur Magazine Jan issue: Massage Envy encourages franchisees to embrace social media. The Scottsdale AZ based company not only operates FB and Twitter accounts but each month distributes to franchisees a social media calendar with suggested FB and Twitter posts that easily can be customized for individual locations. Additionally, at its annual convention last year, Massage Envy held several sessions on social media to help franchisees understand the benefit and prepare them with the tools they need to be successful. Massage Envy uses targeted FB ads to attract franchisees to buy into the 700-location system. Last year, the company implemented a 60-day advertising campaign targeting 12 million FB users in key expansion markets. The initative generated more than 10 million impressions and nearly 2,500 click throughs to their website.18Tweet breakTweet a question @ValpakToddTweet a commentUse the Hashtag #TFIFA2012

#TFIFA201219Franchisee chad cohenWhat can you do for your franchise with 140 characters or less?

Find the people and the web intelligence that can help make your business successful.

#TFIFA201220The twitter frontierTwitter: Shes smart and unique, with a big mouth and lots of connections.Shes the friend who gossips and makes lots of noise. However, Twitter has her limits, but tell her the right things and shell hook you up with the right people.If you want to stay on her good side, make sure you have a theme for what youre going to tweet, and stay connected or youll never get anywhere with her.

#TFIFA201221The Twitter FrontierAs franchisees, remember the following:

The choice to participate is yoursRespect the brands proprietary informationBe respectful, unique and the expert in your fieldPause before postingSolve problemsKnow your voiceMonitor and participateReward your followers

#TFIFA201222The Twitter FrontierIf you, the franchisee, choose to engage, remember:

Your twitter account is not an island. It does not stand alone.Needs to be reinforced offline for it to have an impact and for customers to deem it useful. Twitter is not separate from your marketing and customer service efforts.Monitor and track your brand, address concerns, offer customer service or thank people for praise.Twitter is your megaphone to your local community. Use it. Get engaged.

#TFIFA201223Franchisor - franchisee

#TFIFA2012

24Tweet breakTweet a question @ValpakToddTweet a commentUse the Hashtag #TFIFA2012

#TFIFA201225Legal PerspectiveJust because its on social media does not mean that: Laws no longer apply The FA / Manual does not apply

Due to viral nature: Be More Vigilant !

Copyright InfringementTrademark InfringementDefamationAdvertising Fees

27Digital Millennium Copyright ActLimits copyright infringement liability for hosting third party contentNo actual knowledgeNo financial benefit from infringing activityRemove content on noticeDesignate agent for notices

28FTC / EndorsementsFTC actively monitoring advertising in social media Endorsements Disclosure Sellers & Third Parties Liable Sellers may be liable for what endorsers do Sellers must inform endorsers of rules

29Federal Trade Commission guidelines subject companies to liability for false or unsubstantiated statements made through endorsement, or for failing to disclose material connections between themselves and endorsersBe sure franchisees identify themselves as such

30The Communications Decency ActLimited ImmunitySite operators not liable as publisher of third party contentBe Careful: If edit or modify then can lose immunity

31Franchise SalesIf social media is used to offer and sell franchises, then must follow internet advertising rulesInclude disclaimerList on FDDDont direct

32Financial Performance RepresentationsNot if FPR is directed to general publicBut if directed to prospects, then risk of FPRFollow media claim rules with disclaimerFDD% exceeded claimPolicy to not post financial information

33Social Media PoliciesList prohibited social media conductIdentify appropriate identification practicesReinforce confidentiality policiesInform that you will monitor

34Social Media PoliciesNo financial informationHandling disparagementsProper use of MarksSpecify links to Franchisor sitesCommon naming convention and handlesSimilar photos like storefronts

35User-Generated ContentDescribe content restrictionsNo false or deceptive claimsNo defamation / privacyTakedown rights / Dont Edit / RemoveDisclaimers of responsibilityTerritorial Restrictions

36Whose Account Is It Anyway?Phonedog Media v. Kravitz

Twitter Account: Phonedog - Noah

37Whose LinkedIn Contacts Are They?Eagle v. Morgan

Employee may be liable for misappropriation

38Tweet breakTweet a question @ValpakToddTweet a commentUse the Hashtag #TFIFA2012

#TFIFA201239TechnologiesHere are a few tools:http://muckrack.com/abouthttp://mashable.com/2011/09/30/twitter-history-infographic/http://tweetpsych.comhttp://mashable.com/guidebook/twitter/http://addictomatic.com http://socialmention.com http://tweetchat.comhttp://tweepsearch.comhttp://tweetburner.com/http://tweetbeep.com/http://twellow.com

#TFIFA201240Tweeted questions

#TFIFA201241Final exercise

#TFIFA201242Wrap-up

#TFIFA201243Contact us#TFIFA2012Deb Evans

@DebCE

www.computerexplorers

800-531-5053

devans@iced.net

Chad Cohen

@chad_cohen

www.fish-consulting.com

954-893-9150

ccohen@fish-consulting.comDavid Beyer

@

www.quarles.com

813-387-0264

david.beyer@quarles.comTodd Leiser

@valpaktodd

www.valpak.com

727-399-3091

todd_leiser@valpak.com

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