ED’S LETTER
Franchisor News Editorial & Publishing 111 Upper Richmond Road, Putney, London SW15 2TJ t: 020 8394 5100 f: 020 8785 3388 e:
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Editor
Alison Ledger t: 020 8394 5216 e:
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Create a buzz
One franchisee recently used their Facebook business page to upload pictures of himself ‘planking’ – the Internet photo craze that involves people lying face down in unusual situations. Controlling social media in franchising is no easy feat...
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Meet the Franchisor News and Business Franchise teams on the Franchise Starting Point at The National Franchise Exhibition, 30 September & 1 October 201l, NEC, Birmingham.
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www.franchisornews.co.uk
avid Beckham popped into a Subway store in LA this month. The pic was uploaded within seconds to the franchise’s Facebook page, attracting 1,968 ‘likes’ and 742 comments. When social media is used well, the effect can be astounding. T-mobile had a crack at it with seven million viewing the ‘Royal Wedding’ advert earlier this year, although how many of us actually remember the advertiser? As social media matures, it’s less about numbers and vast fan-bases and more about engagement.
Big budgets and famous footballers aside, there is a multitude of ways to create a buzz through social media. Domino’s Pizza offers discounts for its ‘fans’, a useful tool that can boost business on less busy days. One Dream Doors’ franchisee has been updating its page by creating discussions on the BBC’s The Great British Bake Off, viewers of which are in line with it’s target market. Apollo Blinds Salisbury has uploaded a photo album of its new range of blinds that are now available in-store. As many franchisees do not have a local website of their own, social media is a great way to connect with their local market at a low cost.
As we all begin to embrace social media, are we using it in the right way and how can we ensure our franchisees are using it appropriately, effectively and efficiently? See page 24 to learn more. Perhaps in the not too distant future, Facebook users – all 750 million of them – will regularly buy products without needing to go to any destination site, turning Facebook into one of the major channels for online shopping. There’s lots more advice pieces for the ambitious franchisor, too, covering a range of topics from taxes, marketing at franchise exhibitions, PR, international franchising in Spain, lease services and much more. Alison Ledger, Editor
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