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I’m often asked what franchise companies are doing to successfully leverage social media. Where is the ROI? Can it be measured? Can we generate franchise leads with social media? How do we execute a strategy to drive business to our franchisees using social media?

There are thousands of “Social Media Consultants” that would love to talk to you about social media strategy, but few can demonstrate a clearly defined path. Rather than share concepts or ideas, we at Process Peak prefer to demonstrate through real and live examples.

Here’s one client of ours that sets a great example for what every franchisor can and should do when launching their Facebook page.

We recently launched the new-and-improved PostNet Facebook page. There were 3 primary deliverables or this project:

Custom landing page for any non-fans that visit
Don’t send new visitors to your Wall, where there’s no direction given. Create a default landing tab and welcome your new visitors to become a fan and “like” your brand. This is the first conversion opportunity we introduce on Facebook. Driving people to “like” your brand will grow your Facebook marketing database. This also serves as an example for your franchisees of proper use of brand standards on Facebook, something every franchisor should be focused on.

Welcome Tab on PostNet Facebook Page

Franchise Opportunities tab
Conversion opportunity #2 on Facebook is to get someone to fill out an actual form. This can be a promo page, or in PostNet’s case a franchise page. PostNet uses our Pipeline Catalyst service for franchise development, so any Facebook visitor that completes the form on their Opportunities tab will automatically feed into the Pipeline Catalyst system and begin the discovery process.

Franchise Request Form on Facebook

Microsite
Visitors to your Facebook page aren’t interested in leaving Facebook to go to your website, so bring your website to them. We’ve been tracking the analytics on PostNet.com for some time, so we know what information visitors to their corporate website are looking for. We built that content into a microsite for Facebook and included a store locator application to drive business to their franchisees (conversion #3). This microsite further sets brand standards that franchisees can have built into their own Facebook pages.

Postnet Website on Facebook

We of course include analytics in everything we build, so we’ll be tracking the results of PostNet’s Facebook conversions and will make monthly enhancements.

Learn more about what Process Peak can do to enhance your Social Media presence. Fill out the request form in the upper-right of this page and we’ll call you for a free Social Media Assessment.