Understanding and using social media
One of the hot topics in franchising (and marketing, in general) is social media, aka Web 2.0. During the franchise convention in San Diego last month I co-hosted a round table discussion titled, “Using the Web in the Sales Process” and probably 90% of the discussion focused on corporate blogs, integrating video into your marketing and improving the company’s overall visibility online. And then on Tuesday night, I experienced first hand how this entire Web 2.0 thing really works.
Late Tuesday evening, around 10:00p, I received a call on my business line from a local area code (my phone was forwarded to my cell phone as I was out of the office for meetings). The person was not already in my address book so all I got on my caller ID was the phone number. To answer, or not to answer … that is the question.
I always answer my phone if I am available. The gentleman on the other end is interested in franchising, actually, interested in starting a franchise concept from ground zero. It’s a great idea, I think, and he has a lot of the work started. After a brief conversation my question was, “How did you find me?”
“Well,” he says. “First, searched the word “franchise,” found FranchiseWorks.com and I saw your profile on FranchiseWorks.com. Then I decided to search your name in Google (Jack Burris search on Google).” From there, I found your blog on StartupNation.com and also the website for Red Beard Marketing. Your phone number is on your website.”
Amazing. With just a few clicks, we were having a conversation.
Franchisors and franchisees alike are beginning to experiment with social media. Some companies (think Burger King’s ‘Subservient Chicken campaign’) have been taking advantage of Web 2.0 tactics for quite some time. Others are still trying to understand why having a company blog makes sense.
How are you using new web techniques for new business? Client retention? Gaining exposure?
March 14th, 2009 at 10:06 am
I sincerely fail to see how this article explains how to use social media; or how entrepreneurs can use social media for their business. The only tenuous connection is that the man found your phone number on your blog by doing a google search. Blogs have been around for years at this point and have replaced websites or used complementary to a company’s site. I think the title should probably read put your number on your blog and watch the phone ring off the hook; other than that I really did not get anything out of your post.
March 14th, 2009 at 4:32 pm
Social media does work effectively if you engage the community. This is totally different from “old” school marketing/sales where it was all about “you” selling yourself. This new forum is about “giving” and learning from the community.
I highly suggest reading the book “Tribes” by Seth Godin. This book totally explains what this social media is all about and how it is taking over in our society.
I have to be honest I was late to this “party” because I was not sure if it worked at all until I utilized it for our TV show. I was in broadcasting for 20 years but until I really tapped into a community my concepts never really took off until now.
I am a believer of this and am glad I finally joined the “party”.
Chris Yates
http://www.linkedin.com/in/yateshuddleproductions
March 16th, 2009 at 5:09 am
I can’t speak for Jack, but I imagine what he is getting at is that you can no longer expect all your business to come via your own website. If Jack hadn’t been participating in social media the enquiry never would have reached him, and may have gone to a competitor who was participating