We are preparing to meet with a potential new client who happens to be in the franchise business. They are evaluating overhauling their brand to address some PR challenges they have faced the past year. Before we can help them, we need to learn more about them. In order to brainstorm social media strategy options, we need to establish a baseline of performance, process, and expectations.
We put together the following agenda list for our first meeting together. If you are thinking about creating a social media strategy, you may want to consider answering these questions first. Please keep in mind this list was created for a company who is recruiting franchises so if this is not applicable to you then please replace “franchise” with “customer.” Also, the list was created for a specific client in mind, depending on certain factors the questions may be altered. If you’re not sure what to do once you have your answers, then please give us a call, we would love to help you!
- What is the message you are trying to convey?
- What is the brand identity you want created? What are your brand attributes?
- When people hear (your company name), what do you want those people to think?
- Is your primary purpose to recruit new franchises, engage with existing franchises or make the general public aware of the company services?
2. Resource availability
- What resources are used today for marketing and customer/franchise service?
- Do you have a resource(s) available to write blog posts, update facebook (I saw that there last update was in November), comment on forums?
- Do you resources fully understand the online landscape? Are they aware of how to identify, engage and manage top influencers?
- Do you have the tools and metrics available to monitor and measure progress?
3. Customer engagement
- How do you address customer/franchise service today? Do you have an 800 number? Email?
- Are you prepared to appropriately engage with negative sentiment?
- Do you have a process to respond digitally to requests/comments?
- What is your expectation regarding timely responses?
- What marketing are you doing today?
- What is your marketing mix?
- Are you participating in online marketing such as Pay Per Click, Banner Ads, Facebook ads, etc?
- What marketing support do you provide to Franchises?
- Do you offer promotions/discounts/contests? If so, how often?
- Do you sponsor anything?
5. Franchise/Recruitment Support
- Do you include online marketing as part of the marketing support to Franchises?
- Do you offer a specific site/resource portal/discussion board for Franchises?
- How are you targeting/recruiting Franchises?
- How often do you pro-actively check-in with Franchises?
We hope this helps give you a jump start to considering how you can adopt social media in to your business model. As always feel free to give us a call if you want to learn more.
•on November 2nd, 2009
Social Media Club of Kansas City Elects First Executive Board
KANSAS CITY, MO – The Social Media Club of Kansas City announced the results of their first-ever Executive Board elections at their monthly breakfast in October 2009.
Through their Ning community, hundreds of SMCKC members nominated candidates and voted for President and Vice President and board positions in Awareness, Education, Advocacy, Industry Leadership and Technology categories.
Social media use is growing at an accelerated rate, with over 75 percent of online adults in the U.S. interacting with social technology on a regular basis, according to Forrester Research. Newly elected SMCKC president, Lisa Qualls, said giving the local group official leadership will further legitimize the use of social media in the local business community.
“SMCKC started as a grass roots effort less than two years ago and has since experienced tremendous growth,” Qualls said. “With a membership of over 800, and as more businesses begin to use social media, having a well-organized group creates opportunities for members to assist these companies and find new methods for connecting online communities.”
The elected board:
• President: Lisa Qualls
• Vice President: Ryan Flannagan
• Industry Leadership Chair: Mike Burns
• Awareness Chair: Whitney Mathews
• Technology Chair: Jeff Smith
• Education Chair: Mark VanBaale
• Advocacy Chair: Jenn Bailey
• Board Advisor: Ed Roberts
The Executive Board members bring a diverse set of valuable skills to the organization. The group comes from all areas of Kansas City and as far west as Topeka, bringing knowledge in technology, media, project management, marketing and business. The board will focus on making SMCKC networking and education events easily accessible to every interested person in the Kansas City area, as well as highlighting the talent and vision of SMCKC members and cementing the region’s reputation as a national hub for social media innovation.
The next SMCKC breakfast will be held at the Kansas City Café (1532 Grand) on November 6, 2009 at 7:30 a.m.
Social Media Club of Kansas City Executive Board
Lisa Qualls, President – Lisa is co-founder and Chief Development Officer of LightThread, LLC, a next generation strategy, interactive services and web development firm specializing in optimizing business performance and brand. She brings significant professional experience in technology, sales, product development, program management and business operations. Lisa serves as author for two blogs, speaks on social media topics at various events, and enjoys helping businesses learn how new media and technology can make a positive impact to their bottom line. You can find her on Twitter: @lqualls4444
Ryan Flannagan, Vice President – Ryan is the President of Myriad Tech LLC, creating and launching such products as TweetNewz and Geekvolution.com, featured at TechCrunch 50, Demopit 2008 and South by Southwest (SXSW) Interactive VIP Room 2009. Ryan also has strong technical expertise, including over four years of experience in social media and project management. He has helped organize the Kansas City Ruby User Group and is an active member of the Lawrence Twitter Group. You can find him on Twitter: @ryanflannagan
Mike Burns, Industry Leadership Chairperson – Mike works as a marketing manager for Shawnee-based Perceptive Software where he applies his 13 years of experience in business communications, proposal development and contract management. He has served as a web editor for The Sporting News Online and HRBlock.com, worked as a proposal manager for Sprint-Nextel, and is a graduate of Washington University in St. Louis. You can find him on Twitter: @wrytir
Whitney Mathews, Awareness Chairperson – Whitney is an Online Consultant in social media strategy for the industry-leading Lawrence Journal-World. She works with local and regional businesses to develop and manage their online communities. Whitney studied multimedia journalism at the University of Kansas and was nominated for a 2008 Emmy Award for her online coverage of the Bodies Revealed exhibit at Union Station. She authors a personal blog, speaks on social media at various events and brings an unrivaled passion for Jayhawk athletics to the SMCKC executive board. You can find her on Twitter: @whitneymathews
Jeff Smith, Technology Chairperson – Jeff is a blogger, podcaster and geek. He is a fan of all things social media, technology and the social tools available for us to use for work and play. Jeff’s blog (jeffisageek.net) has gained so much regional attention that he was recently invited to live Tweet from the Kansas City Chiefs press box. You can follow him and his technology discoveries on Twitter: @jeffisageek
Mark VanBaale, Education Chairperson – Mark loves to connect and interact with people and communities via social media. He has served as chairperson for two Kansas City Twestivals, most recently raising money for Wayside Waifs in September 2009. Mark loves to mentor and help others learn how to use social media tools to improve communication among businesses, friends or strangers. You can find him on Twitter @markvanbaale
Jenn Bailey, Advocacy Chairperson – Jenn is a native Rhode Islander who lived in a number of towns before landing in Kansas. She is an active speaker and head of The Social Lites, a business focused on social media education and consultation. When not Tweeting Jenn writes children’s books and roams the world on freelance photography assignments. You can find her on Twitter: @jennbailey
Ed Roberts, SMCKC Founder – Ed is the founder and former lead organizer of SMCKC. He now serves as an advisor to the Executive Board. Ed is a former broadcast meteorologist and the co-owner of LRC Weather, LLC. He is also an award-winning podcaster. You can find his daily Kansas City Weather podcast at kcweather.org. You can find him on Twitter: @EdRoberts
Cell: (785) 979-7842
Kansas City, Missouri — April 10, 2009. LightThread LLC, a Kansas City based strategy, platform social media services firm announced today that it has signed a 1-year partnership agreement, renewable for additional years, with Washington D.C.-based Impera Group LLC. Under the terms of the agreement LightThread will serve as a value-added provider for Impera Group’s Market Generation Service™. Market generation integrates B2B Marketing and Sales strategy and communications expertise, strong knowledge of industries and functional areas, a consultative and executive-focused approach, and Impera Group’s proprietary sales resources to provide highly qualified sales opportunities to diverse companies with non-commoditized products or services. This allows Impera Group’s clients to focus on building relationships and closing deals with prospects instead of the upfront marketing and sales process of finding potential new customers and directly generating demand.
“Our partnership with Impera Group provides a key part of the portfolio of services that will position us to be a comprehensive business solutions provider for firms of all sizes who need low-risk options to enhance their sales,” said Simon Kuo, LightThread’s Chief Executive Officer.
“We are pleased to reach this agreement with LightThread and we look forward to extending our relationship into other business to business services in the future,” said David Carter, President, Impera Group.
About LightThread-LightThread is a next generation strategy, services and intellectual venture capital firm specializing in optimizing business performance. Through the use of the Web 2.0 technology, strategy development and business process improvement, we assist businesses in reaching the next level. For more information about LightThread, LLC please visit: http://www.lightthread.com
About Impera Group-Impera Group is a business-to-business marketing and sales firm enabling clients to dramatically improve profitable new client growth. We combine exceptional experience helping diverse companies sell their products or services to C-level executives within Fortune 500 companies to small local companies. Impera Group provides a suite of synergistic services focused on the first half of the sales process helping clients with: Developing new sales opportunities; Developing their own internal sales capabilities; Becoming a world-class sales organization. For more information about Impera Group, please visit: http://www.imperagroup.com
Contact: Lisa Qualls (816) 298-9913. email: email@example.com