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Would $250 Million Worth of Recruiting Benchmarking Data Interest You?

First impressions are critical – so what happens when prospects find you online? Find out how you compare with the rest of the industry, with our FREE Top of Funnel conversion report and recommendations. We’ll show you how to manage those first impressions to grow your sales as well as share the lead sources responsible for generating over 1500 franchise sales in 2011.

How Well Do You Convert Compared to the Rest of the Franchise Industry? – are you ahead of the pack or behind?

You can collect a lot of intelligence with an enterprise CRM system.

Imagine the qualitative and quantitative data sets you can extract when that platform spans more than 100 franchise brands. And when that data was responsible for generating well over 1,500 franchise sales, it can get pretty interesting and quite useful.

When you can sort that data by investment level, then you really have something. We have gathered that data, and would welcome the opportunity to share it with you.

Understanding how you rank in inquiry-to-lead conversion and lead-to-deal conversion can empower you to zero in on the areas where you fall short, and make the adjustments that vault your franchise to the next level of sales success.

Imagine making decisions based on best practices and real data vs. your gut. No surveys. No emotions. Just real data.

Complete the form below to request your free top of funnel analysis and we will share how you compare to over 100 franchise brands responsible for generating 1500 sales in the last 18 months.

We hold this truth to be self-evident: Everyone loves free pizza!

Leveraging that undeniable fact, Hungry Howie’s added almost 30,000 new fans in October through the ‘Love, Hope, and Pizza’ campaign they ran with DBA Worldwide and Process Peak.  It began with Fangating, where visitors to Hungry Howie’s on Faecbook were presented with a landing page that featured the incentive to ‘Like’ in order to receive a coupon for a free small pizza.  In one week, 30,609 people landed on this tab, and of those, 27,592 clicked ‘Like,’ a 90% visitor-to-fan conversion rate!

After liking the page, fans were re-directed to a short form that they had to complete to receive their personalized coupon.  This form collected basic information such as name, email, phone and the location the fan wished to use their coupon, allowing Hungry Howie’s to grow their traditional marketing database as well.

Of the 27,592 new fans Hungry Howie’s obtained, 20,658 took the action of filling out the form and receiving their coupon, a 75% conversion rate.  From start to finish, 68% of visitors who arrived on the Hungry Howie’s landing page took the action of clicking the ‘Like’ button AND filling out the form to receive their coupon.

Beginning this campaign with around 100,000 fans, Hungry Howie’s increased their fan base by over 25%.  On top of it all, Hungry Howie’s made a donation to the National Breast Cancer Foundation on behalf of every new fan gained during the month of October.  That’s what you call a win-win-win!

Complete the form below to learn how Process Peak can develop a turnkey campaign to drive your corporate and franchisee objectives.

There’s a lot of buzz right now around Facebook’s changes to the individual profile, but more monumental for business are recent developments with Facebook Pages.

Specifically, Facebook has created a Parent – Child structure for businesses with multiple locations, including Franchises. For parents (Franchisors) it provides:

• A dashboard-style control system
• A built-in Bing maps location-finder

Included in the parent functionality is the ability to monitor check-ins at child locations. A list of near-by locations will be presented to individual users, and each child page will include a link back to the parent page.

These are some useful features being rolled out by Facebook as they try to further establish the platform as the online directory of choice for consumers – and thus the essential advertising avenue for businesses.

But here’s the kicker: This parent – child structure is available only to advertisers who spend $10,000 per month on Facebook advertising.

Clearly Facebook is the place to connect and engage with prospects and customers. But is there enough value in the parent – child structure for Franchisors to commit to that level of advertising spend?

At this point Facebook does not appear to be providing Franchisors with the ability to post updates on child pages – a critical function for maintaining brand integrity across the board from national to local.  And while it’s nice to see the aggregated data provided by Facebook Insights, the ability to effectively act upon that data with brand-compliant messaging seems quite limited.

In contrast, the Process Peak solution provides everything that Facebook does, plus:

• Better administrative control over child (Franchisee) pages
• A dashboard for posting branded content to Franchisee pages
• Landing page tabs on all parent and child pages to drive measurable conversions
• Brand consistency in logos and custom tabs
• Ongoing consulting on marketing campaign strategies

Best of all, Process Peak has no requirement for you to spend $10,000 or more per month on Facebook advertising. In fact, it’s a much more robust and effective solution for fan engagement – at a much more reasonable price.

Complete the form below to learn how Process Peak solution can produce a far more compelling “Return on your Investment.”

How does your social media marketing stack up with other franchisors – are you ahead of the pack or behind?

There’s one way to find out: Steve Olson recently shared his latest mystery shopping results at the Franchise Update Leadership and Development Conference. This year Process Peak had the honor of conducting the first-ever social media research for this event. As expected, we found that most franchisors are under-utilizing the major social channels, from both a consumer marketing and franchise development perspective.

For instance, of franchisors who have Facebook pages, only 46% mention that they have franchise opportunities, and only 16% provide a request form to enable franchisee candidates to take action. Use of LinkedIn wasn’t much better. 59% of franchisors have never updated their profile, and only 26% have a LinkedIn Group for recruiting franchisees. That’s a lot of lost opportunities!

The benchmark data covered many aspects and we would be happy to share it with you and help you determine how you benchmark against the industry and uncover areas where you can improve.

Complete the form to receive the report and learn how your social recruiting efforts stack up

Think fan count is where it’s at? That’s so mid-2011.  Winning in social media is about fan engagement, and extending your reach. Let the Process Peak elves show you how well you’re doing, and make specific recommendations that will help you grow your fan engagement in 2012.

Much like Google has their algorithm that determines where you show up in the list of search results, Facebook has Edgerank scores, which determine if your updates show up in your fan’s newsfeeds. Edgerank scores are determined by the following formula: Affinity X Weight X Time Decay. Let’s take a closer look at what that really means.

Affinity. Those Fans who frequently engage with your content (Like, Comment, Share) are more likely to see your updates in their Newsfeeds.

Weight. Facebook gives priority to certain types of content. Those can be broken into two groups, Your Content and the Engagement of your Fans.

Your Content: It is believed that the Question/Poll function receives the greatest weight, followed by videos, photos, links, and then status updates.

Fan Engagement: Comments require the most effort by your Fans, so they receive greater weight than Likes.

Time Decay. Social media is about real-time engagement. New content ranks higher than old.

What does all this mean to you and your franchisees? It is more important than ever to post updates that compel your fans to respond. The more responses, the higher your Edgerank, and the more people that will be exposed to your messaging.

Complete the form below to receive your free Edgerank analysis and learn how we can help you develop a winning strategy for your corporate and franchisee Facebook pages.

Google+, the answer to Facebook’s brand / location page is finally here.

What is it and why should you care?

Google+ pages enable brands and franchisee locations to establish a presence that customers can recommend by clicking the +1 button (which they will do via their smartphones) or follow updates by adding the Page to their circles (like a friend list).

The pages are simple at this point, and are limited to:

• Posts (your updates, comments)
• About (a short description of your brand and offerings)
• Photos
• Videos

While Facebook has a sizable lead in subscribers, Google+ will deliver SEO impact through its integration with Google’s unmatched search capability. As you gain more +1s for your content and website pages, it positively impacts your search ranking on Google.

This is reason enough to establish your Google+ page and install the plugin on your website right away. Fill out the form below and Process Peak will create your Google+ page at no cost.

I’m sure everyone has noticed more Facebook and Twitter logos appearing on print ads these days. It seems that franchisors are finally encouraging their franchisees to implement social elements into marketing campaigns as opposed to fighting that trend, yet I’m always amazed at how poorly they execute on the fundamentals.

For example, adding a Facebook logo to a coupon insert sounds like a good idea, right? There’s certainly no harm in driving offline readers to become Fans and opt in to another format for receiving your messages. But have you tried searching for a company on Facebook? What a mess! I’m in Carlsbad, CA and I often have to click through several pages of results before I find a location page that’s anywhere near me. Often times the official corporate page isn’t even in the first series of results. Your customers aren’t nearly as patient and diligent with Facebook search results as I am, so I think it’s safe to say they won’t end up finding your page. A Facebook logo sounds like a good idea, but it simply does not produce results.

With all that in mind, I find it very refreshing when I come across an ad that connects the dots for the consumer. Take this KFC ad for example.

KFC SoCal showing proper social execution

What I immediately noticed was the use of the vanity URL, facebook.com/KFCSoCal. This sends the consumer directly to the local KFC page without the nightmare of Facebook search. I was further pleased to find that upon reaching the KFC SoCal page, I landed on a Welcome tab that encouraged me to become a Fan for access to exclusive deals.

Local Facebook Page Overlay Image

Upon clicking the LIKE button I then received an additional coupon offer.

Local Franchisee Coupon

Now I’m a happy consumer with 2 discount options and 2 reasons to visit my local KFC. The local KFC franchisee now has me as a Fan and can communicate more offers to me going forward. Simple, right? So why aren’t all ads created this way?

Want some more examples of simple and effective ways to leverage Facebook at a national and local level? Check out our portfolio: http://www.facebook.com/ProcessPeak?sk=app_131260880283797

When Cellairis, a cellular accessory retailer, teamed up with Process Peak and completed a foundation for its social media efforts, they launched into a Facebook campaign to generate more fans, spending a total of $5,000—$2,500 for advertising on Facebook and $2,500 in giveaways. Every week for five weeks, Cellairis gave away $500, doubling their fan base within the first week and producing an end result of 2,388 new fans and 3,994 new contacts for their Fan Exclusives database—equating to only $1.25 spent per contact. That was only the beginning…

In an age where cell phones have become the number one accessory people can’t leave home without, Cellairis saw a need to properly, and fashionably, dress them. Enter Elle & Blair—one of the most popular YouTube personalities, known for their beauty how-tos and fashion tips. Cellairis partnered with Elle & Blair in April 2011 to design an exclusive line of fashionable cellular accessories set to debut this August. Recognizing another opportunity to capture even more fans and database contacts, Cellairis capitalized on this unique collaboration through announcements on the Elle & Blair blog and YouTube channels and on the Cellairis website and Facebook page, increasing their fan base from 3,569 to 7,252 (and counting) and leading to a whopping 18,000 people opting into their Fan Exclusives database. In order to efficiently support the magnitude of this campaign, Process Peak created a custom Facebook landing page that directed visitors to complete an online Fan Exclusives form.

As the social media partners for Cellairis, Process Peak continues to push multi-media content—Elle & Blair YouTube videos, weekly polls and Elle & Blair product releases—through the Cellairis Facebook page, as a way to not only engage Cellairis’ fans, but also those of Elle & Blair.

Can’t wait to get your hands on the latest, most stylish mobile digs? Visit the Cellairis Facebook page (by clicking here) for fan exclusives and check out the Elle & Blair tab to see a live countdown for their cellular accessories product launch this August.