Grow From Here

Facebook 101:

1. Some companies use personal pages to promote their business
2. Some companies have brand pages set up to promote their business
3. Facebook introduced the new ‘timeline’ feature publicly in mid December 2011 (to much controversy) – this features displays your data differently and allows viewers to scroll through all past posts and activity way back to when you first created your page.  Originally the Timeline was optional.
4. Yesterday, Facebook announced that the Timeline will be rolled out to all personal pages (i.e. no longer optional) over ‘the next few weeks’ – no more optional.  Once you get timeline (it will appear at the top of your profile, unless you choose to get it now) you will have 7 days to update it and preview it and then it will be rolled out live.

Business Implications

Currently only businesses using personal pages are impacted.  So if you are one of those (or if your personal page is connected to your business profile) you may want to get the timeline at your own convenience (i.e. schedule the time in and then get it yourself) to ensure that you can choose what will show up in the timeline.  You can hide items and delete them from the profile, and you can feature other items.  But don’t let your profile switch without you knowing what is there.

If your company uses a brand page, you are not affected yet (assuming your personal page is completely separate from that brand page).  There has been much speculation about whether the Timeline will be rolled out to brand pages, but no word yet on any plans for that.  However, this may be a good opportunity to do a quick brand review:

• Does your page reflect your brand accurately?
• Has this changed over time?
• Do you need to be concerned if an when the timeline is rolled out for brand pages?  If so, is there someone in your organization that is aware of these possible changes and watching for them?

The biggest risk here is ignorance – when you know it’s coming, you can manage the process and keep aware of what is happening, and make sure that your brand continues to be reflected the way your company wants.

Communication, Technology, Tips

What is your motivation behind starting a social media campaign?

Social media is all the buzz; it’s unavoidable whether you are at work or play.  It is extolled online by bloggers and web writers, and is ballyhooed in traditional learning environments like conferences and seminars.

Not only are we constantly being bombarded by social media, we are being sold on it.

Most of the information serves to hype the various platforms and to illustrate how ‘easy’ it is to get up and running.  This hype gets people eager to join in, or feeling like they should join in when they don’t want to.  A critical component has been left out.  The secret weapon behind a successful foray into social media lies in your answer to one question:

What are you trying to achieve?

Without asking this question first, it is easy to get overwhelmed and confused.  Multiple options, peer pressure and media hype can leave you stressed and unsure where or how to begin.  You may shut down at this point, or -worse- jump in feet-first, ending up frustrated and entangled in an unproductive task.

Once you know clearly what your goals are, building an effective social media strategy is almost formulaic – just follow the steps to get to your goal.  Social media is a tool to help you get where you’re going:  it is not an end in itself.

A social media campaign is strategically no different than a traditional marketing campaign: it all begins with specifically identifying what you want to accomplish.

You can’t hit a target you can’t see, and you can’t see a target you do not have. (Zig Ziglar)

This means that before you commit to a social media plan, you need to know what the success measures will be.

• Are you looking for more customers?
• Increased sales from existing customers?
• Are you looking to increase traffic to your website?  If so, why?
• Is it a branding exercise?  A public relations move?
• Are you trying to build credibility with prospects reached by your sales team?
• Are you trying to find strategic partners to work with?

Know what you want to accomplish, and then check out companies that have successfully done what you want to do, and see how they did it.  For example, Blenz Coffee has been extremely successful in getting great PR using social media.  They also use it to increase sales to existing customers and to find new customers.  Do a simple google search for ‘Blenz Social Media’ for some great examples of ways to get achieve business results.

But before you try to jump in, remember the question – what do you want to accomplish? And if you look at the best ways to accomplish your goal, is social media the right tool for your company?

Best Practices, Business Growth, Technology, Tips

It’s not just techies who need to be able to remote connect.

Have you ever wished you could see what someone is talking about during a phone conversation?

Has someone ever asked you how to do something & you’re trying to describe the steps?

Have you ever wondered what someone was stuck on when they couldn’t explain it?

Communications problems cost all businesses a lot of money (watch for our upcoming video series about the trials and tribulations of communications in business!) and one fabulous tool that lets you see the other person’s screen (or show them yours) instantly and for free is Join.Me

It works with macs, pcs, iphones, androids and much much more.  All you need is an internet connection on both ends.  Try it out and see how much time and frustration you can save.

Productivity, Technology, Time Savers, Tips

Reduce the number of choices you offer your customers.

Sound too simplistic?  In a way it is, but what matters more is that it works.

People faced with too many choices will be drawn and interested, but less likely to buy.

There have been some fascinating studies on this topic, starting with Sheena Iyengar and her jam experiment at Draeger’s.  For all the details, read her publications (links below) or watch her Ted talk (broader than this one question – she branches into the question of whether choices are linked to upbringing and culture – but fascinating) or check out her telling her story about this experiment and what led to it.

In short, she set up an experiment where people had either 24 choices of types of jam, or 6 choices.

The findings were that the 24 choices drew more people to look at the options, but actually led to fewer sales.

6 choices made it easier for people to make a selection and actually complete the purchase.

I know which one I prefer

To quote Sheena Iyengar, “they were actually less likely to make a choice if they had more to choose from than if they had fewer to choose from.”

Psychology Driving Business Growth

I’m fascinated by how psychology & the knowledge of psychologists can help drive business growth.  It’s not actually surprising – what we as people chose to do and buy and be is rooted in our brains – but it’s easy to think of psychology as a slightly wishy-washy ‘how do we feel’ science.  Where the real value comes in is the data driven research that helps us learn about how people behave and how we are wired – that will all tie in to helping drive business success.

For those who want do want more choices, here are some other fascinating links:

Related to Sheena Iyengar & the jam experiment:

• Her bio & links to her actual publications
• Her TED talk
• Talking about her famous jam experiment – great details on exactly what they did & the numeric results

Other useful articles online referencing this study or other similar ones and drawing additional conclusions:

• Product Variety Management & Sales Volume – references the Sheena Iyengar study
• Too Many Choices – references another paper called “When More Alternatives Lead to Less Choice.”

Interesting (and useful) psychology links:

• Mind-Blowing Psychological Facts – part 1 – from BusinessInsider.com
• Mind-Blowing Psychological Facts – part 2

Have you ever tried this?  What psychological insights have helped grow your business?

Best Practices, Business Growth, Communication, Marketing, Tips

Guest Post by Nancy Baye

‘Reduce, Reuse, and Recycle’ is not just a motto: it’s a mindset.

I find waste offensive.  If it’s not needed, don’t use it.  If it is needed, then reuse and recycle it.  Go ahead and laugh at the re-used zip-lock bags and gently-damp paper towels that hang drying in my dish-rack; just know that this attitude is prevalent among today’s consumers.

Is it on the mind of your franchise operations?

On a recent visit to McDonald’s for a (relatively healthy) chicken wrap, I specifically stated that I did not need a bag.  My comment was noted by the girl who took my order and my money, then went to retrieve the order.  Another staffer (highly bored) ventured to the counter and glanced at my order.  He automatically reached for a paper bag and shook it open.  I tried to stop him, but he was quick as a bullet.  When I re-iterated my request he shrugged his shoulders, indifferently crumpled the bag and – to my horror –threw it into the garbage.

I explained to the blemished offender my attempt to avoid waste, adding that had I used a bag, (forgive me old growth forests) it would have been respectfully recycled.  Again, he shrugged his shoulders, and then walked away.  

My request was dismissed and I felt dismissed.

What recourse do I have?  What is the likelihood of the burger jockey reporting my feedback?  About two shoulder shrugs out of ten.

How do you, as a franchisor, keep up with consumers’ shifting mindsets and resultant requests?

Some encouraging examples to consider

• many grocery and liquor stores now give away reusable bags (with logos smartly displayed) to brace customers for the upcoming ban on plastic bags
• ‘Mom & Pop shops’ seem sensitive to their customers needs, perhaps because the owner is on the front lines to witness those glances of approval / disapproval

It’s too late for that McDonalds’ bag which now faces years in a landfill.  But my tale is not simply about a wasted bag: it’s about a principle. 

Today’s consumers want to be as socially and environmentally responsible as possible.   Can you afford to overlook this way of thinking?

How do you get feedback from the front line:  your consumers?

Best Practices, Focus, Franchise, Tips consumer's shifting mindset, franchise operations, franchisor, Nancy Baye, recycle, socially and environmentally responsible

Recently I came across an interesting tool on Google Labs that show’s how most people using the world’s top search engine view content.

Using the tool, you can input any URL and get an insider’s look at how visitors see the site:

Click on the image to visit Google Labs...

Most people using Google to search don’t have a full sized browser window open. When a visitor does click on your website link, they will only see a certain amount of the content. The smaller the window, the greater percentage of visitors.

This tool is a fascinating insight into what people see when they look at a website – especially as our fixed computer screens get wider and wider.

Looking at these results, the first assumption would be that the ideal website would fit into the small purple area that most visitors see.  I disagree.  I think it is important to be aware of what people on mobile or other devices will see, but at the same time, you don’t want to waste the real estate screen that other visitors will see.

So my advice is to design your website so that the most important message is getting seen by everyone, be aware of what is most common and how changing behaviors will start to affect website design, and then make an informed decision about what will be best for your company.

What would a visitor to YOUR site see if they had a smaller window open?

Click here to learn more about this tool and check it out.  Or visit Google Labs to take a look at all the other fun stuff they’re working on.  And come back to tell us what you find

Search Engine Optimization, Technology, Tips browser size, Design, Google Labs, search engine, Website

Continuing from the last post, “Your Secret Weapon for Social Media,” keep in mind that social media is one marketing tool among many.  Remember the keys to success:

1. know what success looks like for your company
2. use that knowledge to select your strategy
3. implement and then
4. measure using your key metrics
5. adapt direction as necessary based on your results
6. repeat

With a good plan, social media can be a great boost to your business.  Your first step lies in defining exactly what it is you seek to accomplish.   There are five common business needs that social media can facilitate.

Choose the most appropriate one for your company:

• You want to grow sales directly
• You are trying to drive online traffic
• You want to learn about what your customers are thinking and get product feedback
• You are building your brand
• You are looking for people who will make good strategic partners

Focussing on your goal will dictate what particular strategy to follow and what to avoid. We’ll describe strategies that one might adopt for each of these goals using fictitious companies.

1-          Grow sales directly. ‘Sock-It-To-Ya’ is a new company that manufactures ladies socks and tights (their customers are young, fashion-conscious women).  They have a website, have set up e-commerce and are eager to begin direct sales and are sure that having a presence online will serve them well.

2-         Drive online traffic to the company blog. ‘The Hard Software Company’ is expanding rapidly.  The highly creative owner knows that she has a high level of expertise, and wants to establish herself as an industry expert so that she can be invited to speak at conferences and further grow her business.  She has recently set up a content-rich blog and wants to drive traffic to it so that she can expand her influence and firmly entrench her industry position.

3-         Learn what my customers are thinking and get product feedback.

‘Juicy’s’ is a regional chain of juice bars.  They are about to introduce a new high-protein smoothy, targeted to fitness fanatics.  The samples have been well-reviewed, but the owners are deliberating what to call the new offering.  They decide to launch a contest that allows customers to vote on name choices.  Juicy’s already has a website and a mailing list; now they want to harness the power of social media to get as many people involved as possible, so they have a wide base of feedback.

4-         Build our brand.   Texas is no longer big enough for ‘Texas’ Biggest Buns,’ bakers and wholesalers of hamburger, hotdog and sandwich buns, and it is high time to move into the surrounding states.  Siggy, the CEO, turns the task over to Johnson, telling him to, “Spread the word over the internet waves!”  An anxious Johnston needs to formulate an online strategy to build the brand online so that other states will want to buy franchises.

5-         Find strategic partners. ‘Cats vs. Dogs’ find themselves in an enviable position:  their business has soared to new heights.  They have done so well, that they are ready to expand into bigger -perhaps international – markets.  They want to find experts in financing & business expansion in other countries that they can joint venture with.

Each business knows specifically what they want to accomplish.  But how will they do it?  Tune in to the next posts to follow their progress.

Best Practices, Business Growth, Technology, Tips

A recent UK study showed that nearly twice as many consumers would rather buy from a franchise than a non-franchised business (‘Franchise Awareness & Preferences survey,’ 2006.)

Queried consumers both understood the business model of franchising and preferred using them over non-franchised outlets.   

The problem was that they were often unclear as to which was which. With an estimated 22% increase in customer attainment, the evidence for franchises to increase their visibility became clear.

Contrary to the common misperception of a franchise being a ‘big bad chain’, and media buzz promoting shopping small and local as the noble way to support local economy, these new findings on popular opinion offer a much more positive perspective.  The British Franchise Association (BFA) has acted on this information and developed a brand, ‘Proud to Franchise’ (PTF) which quickly and easily allows consumers to better identify franchises.  BFA member companies (all stringently screened) join at no charge, and are promoted through logo displays and various online as well as print media channels.

How can this data improve your business?

Focus on the advantages that consumers perceive; review your marketing materials and see where they can be improved.

The study shows that consumers want to shop at franchises because they perceive these benefits:

1. Familiar products and services with quality controlled consistency,  high standards of  service levels
2. Support of local economy with the backing of a secure and stable national brand
3. Increased value-for-money due to low purchasing costs
4. Knowledgeable and invested (local!) owners display pride, expertise and commitment
5. A sense of being a valued customer

Remember: 22% more customers are available to you.

Today’s increasingly sophisticated consumers say they see franchises as the best of both worlds:  the dedicated local with the friendly touch; and the broader national network which ensures consistency, support and lower costs.  For business owners, franchises offer a strong supply chain in tough economic times.  Finally, franchise opportunities are offering a safe foothold for people looking to start a business.  All in all, you have many great reasons to be proud to franchise and to find new ways to increase your visibility! 

Have you tried something similar to the BFA’s Proud to Franchise campaign?  If not, is there a simple way you could use these findings to increase sales for your franchises (and therefore interest from prospective franchisees)?

Best Practices, Franchise, Tips

Developmental psychologist and author, Robert Kegan once stated that, “Behind every complaint lies a commitment.”

The theory behind this is that people do not complain about something unless they care about it.  If they didn’t care, they wouldn’t bother to comment.

Sometimes, I am very hard on my credit union.  I love what they stand for, and want them to live up to it.  But every time they fall short of their high standards I am all the more disappointed.   So I complain.  But unless things get too bad, I am fiercely loyal to them as long as I believe that they are doing their best to live up to their brand promise.  Companies that I don’t think care, I don’t bother to contact with complaints - I just leave and go elsewhere, silently.

Complaints often spring from a person’s frustration.  Attempts to voice their frustrations often come out as complaints.   As the person receiving the complaint, it can be seen as a negative (oh no, what a pain) or as a positive (this person cares about my franchise and believes it can be better).  The perspective you bring to the complaint will make a huge difference in what you do with it.

Although you are on the receiving end of the belligerence, you are also the one in control.   It is up to you to turn things around, and it will definitely benefit both parties.

How can you turn a complaint around?  Change the dynamic by changing the way you listen.

If you can create an atmosphere of safety and allow full expression, then several things happen.

• The relationship stays strong
• The speaker no longer feels victimized, but is now empowered
• The complainer is no longer part of the problem, they are part of the solution
• You become known as a good listener
• More importantly… You have accessed new information
• The complaint is turned inside out, becoming useful data
• This constructive feedback can improve systems and operations

The potentially disagreeable situation can be turned around, by the way that you chose to see and respond to it.

You have shifted the complainer from being a problem to being a part of the solution.

Open ears and an open mind are very welcome to an agitated speaker; it leaves them feeling heard as well as reinforcing the feeling that you are committed to your brand promise.  This creation of a safe space will work wonders to diffuse the frustration of the beleaguered grouch.

Who in your franchise complains a lot?

Why do they bother? 

Are they trying to make things better? 

Are they committed but caught up in feelings of frustration? 

Even when a complaint appears as a self-centered attempt to increase profits, bear in mind that you can turn the situation around, and use the feedback to benefit you both.  And yes, I know that not every complaint indicates commitment, but I have found been impressed by how some of our customers have managed to add huge value to their franchises by changing their perspective on how they receive complaints.

Remember, if they didn’t care, they wouldn’t complain.

Best Practices, Business Growth, Communication, Tips

We’re doing lot of work right now with systems that automate accountability systems for franchises.    I always like to find interesting quotes on topics that we’re working on, and yesterday I came across the best description of accountability - it’s from Michael Armstrong, former CEO of AT&T.

“The ancient Romans had a tradition: whenever one of their engineers constructed an arch, as the capstone was hoisted into place, the engineer assumed accountability for his work in the most profound way possible: he stood under the arch.”

 I love it.  Accountability is such a popular phrase, but how often does one’s life actually depend on being accountable?  And what better definition is there?

Fun, Tips