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Digital Marketing: 4 Trends from Top Franchises

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Learn about the top digital marketing trends that leading franchises are leveraging to grow their brand. You'll Learn how top franchises are using mobile, why search is moving from national to local, and what consumers expect in digital today.

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Page 1: Digital Marketing: 4 Trends from Top Franchises

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Page 2: Digital Marketing: 4 Trends from Top Franchises

Consumers are on mobile 24/7

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of adults say their mobile phones are within arms reach

Source:  h-p://pewinternet.org/Commentary/2012/February/Pew-­‐Internet-­‐Mobile.aspx  

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»  Enhance  your  store's  image  in  the  community  

»  Increase  customer  loyalty  »  Grow  store  traffic,  sales  and  

awareness  

of consumers will wait only

seconds for a web page to load on their mobile device before abandoning the site

Source:  h-p://www.whitepapersource.com/socialmedia2013/PDF/SMSS13_Greg_Hickman.pdf  

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out  of  mobile  searches    Lead  to  acRon.    

OVER  HALF  lead  to  purchase.  

Source:  h-p://www.motleycreaRons.com/blog.php  

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Great  locaRon  finder,  you  can  also  order  and  pay  for  food  through  

app  

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Starbucks

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•  Mobile  Brand  of  the  Year  2012  •  1  billion  in  mobile  payments  in  2013  

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Pearle Vision

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•  Clean  mobile  opRmized  site  

•  All  informaRon  quickly  accessible  

   

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How Do Top Franchises Dominate Mobile?

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•  Apps  •  OpRmized  Sites  

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Search is moving from

national to local

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Source:  Based  on  20BN  Desktop  US  Searches  (May  2013,  Comscore)  

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Search Is Going Local Not National

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•  1  in  3  searches  are  for  places  or  locaRons  – This  is  expected  to  grow  to  50%  in  2014  

 Personalized  Search  

Search    History  

 

LocaRon    

Social    History  

 Source:  h-p://blumenthals.com/blog/2012/11/13/ed-­‐parsons-­‐1-­‐in-­‐3-­‐searches-­‐at-­‐google-­‐are-­‐local/  

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Local Franchise Sites

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•  Goal:  Create  very  focused,  simple,  local  sites  

that  drive  lead  genera4on  or  convert  leads  

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Lifetime Fitness

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How Do Top Franchises Rule Search Results?

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•  Local  Search  •  Local  Sites  

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Social media is getting bigger (and stronger)

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What To Use?

Source:  h-p://www.socialmediaexaminer.com/SocialMediaMarkeRngIndustryReport2014.pdf  

Facebook  is  sRll  #1  

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Wendy’s

Single  Facebook  page  with  local  &  regional  messaging  

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Applebee’s

Very  nice  use  of  Parent/Child  Facebook  pages  

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monthly  acRve  users…    

 Source:  h-p://www.staRsRcbrain.com/facebook-­‐staRsRcs/    

 

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What to pay for?

h-p://www.socialmediaexaminer.com/SocialMediaMarkeRngIndustryReport2014.pdf  

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Meineke of Burnsville

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Timeline: Invoice Count Per Day

Soj  Open  1/6  

Facebook  Campaign  Starts  2/26  

Facebook  Campaign  Ends  3/30  

•  Average  number  of  daily  invoices  increased  by  79.5%  once  the  Facebook  campaign  started    

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How Do Top Franchises Win at Social?

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•  Pick  the  right  social  channels  •  Create  a  presence  •  Expand  with  ads  

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Consumers expect real time response

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Customers are 22% more likely to consider a brand after experiencing real time marketing

Source:  h-p://www.cmo.com/content/cmo-­‐com/home/arRcles/2013/10/14/RealTimeMarkeRng_15Stats.html  

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Almost 50% of engagement happens within the first 30 minutes 80% of engagement in the first 180 minutes

When People Interact with a Post on Facebook:

Source:  h-p://www.socialbakers.com/blog/1662-­‐facebook-­‐real-­‐Rme-­‐markeRng-­‐50-­‐post-­‐reach-­‐happens-­‐in-­‐30min  

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•  32%  expect  a  response  within  30  minutes  •  42%  expect  a  response  within  60  minutes  •  57%  expect  the  same  response  Rme  at  night  and  on  

weekends  as  during  normal  business  hours    Source:  h-p://www.convinceandconvert.com/social-­‐media-­‐research/42-­‐percent-­‐of-­‐consumers-­‐complaining-­‐in-­‐social-­‐media-­‐expect-­‐60-­‐minute-­‐response-­‐Rme/  

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Show your audience they can expect timely, relevant interactions with your brand

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•  Pizza  Hut  teamed  up  with  Foursquare  for  a  Super  Bowl  real-­‐Rme  campaign  

•  By  the  end  of  the  campaign  303,445  people  had  check  in  (people  were  checking  in  at  the  rate  of  1,000  per  minute  when  the  campaign  was  running)  

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Home Helpers

Home  Helpers  receives  60%  of  their  leads  through  live  chat  

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Call Centers & Website Chat Features Can Increase Conversion by 36%

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Source:  FranTech  2014  conference  

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Learn from Top Franchises

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•  Listen  and  respond  well  or  don’t  do  it  at  all  •  Have  a  dedicated  resource  

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Get the Infographic!

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www.bluewaterbrand.com/digital  

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Craig  Boyte  Director  of  1:1  Digital  Strategy  

MaK*  Wangsness  Digital  MarkeRng  Manager  

Thank you!    

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Connect with Us!

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@BluewaterBrand  

facebook.com/bluewaterbrand  

Bluewater  Inc.  

bluewaterbrand.com/blog