2018 Conference Program - Workshop 7


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This session will delve into how franchisors and franchisees can protect their brand while making the best use of social networking sites. Among other things, this session will explore some of the do’s and don’ts of setting up social networking sites for an entire system – addressing rogue franchisees and licensees who set up their own sites – and establish a system-wide strategy and policy for social networking and social media. This session will also explore data collection, use, and protection in franchise companies. Finally, this session will address using online tools to manage and enhance your company’s online franchise development efforts.

All course materials are presented in English only. All attendees receive admission to the exhibits on all three days.


Friday, June 1, 2018
9:00 AM - 12:30 PM


Advance: $160 includes exhibit hall admission and seminars
On-Site: $210 includes exhibit hall admission and seminars

CFE Accreditation

Individuals enrolled in the Certified Franchise Executives program will earn 100 education credits towards completion or recertification of the Certified Franchise Executive (CFE) designation by attending The Use of Technology in Franchising. For more information about the Certified Franchise Executives program, please call or email Rose DuPont (202-662-0771 -- rdupont@franchise.org) or visit www.franchise.org/certification.aspx.

Who Should Attend

Franchisors, master franchisees, prospective franchisors and franchisees, and franchise lawyers and consultants seeking to improve their efficiency and operational capabilities as well as their understanding of new technologies.

This Workshop Will Look At

  • Best practices review: how franchise systems use social media and social networking sites
  • How franchisors can let their franchisees use social media and social networking sites and yet still protect their brand
  • Developing a social media/networking policy for a franchise system
  • Training for, implementing, and enforcing a social media/networking policy
  • What you should include in your social media/networking policy
  • Dealing with customer photos posted to your site
  • Coordinating all of the social media/networking sites in your system – vendor solutions, solutions offered by Facebook, Google and Foursquare
  • What to avoid in using social media/networking sites
  • Using social media/networking sites to prompt customer visits
  • Using social media/networking sites to assist in franchise recruitment
  • Data considerations in using social media/networking sites and operating a franchise system
  • Online tools for managing franchise recruitment

Presented by: Lee Plave, Partner, Plave Koch PLC; Theresa Huszka, CFE, Senior Consultant, MSA Worldwide; Paul Segreto, CEO, Franchise Foundry

Lee Plave devotes his practice to counseling franchisors on complex domestic and international transactions and in all aspects of franchise and distribution law. He has been named to the Who's Who in America, Who's Who in American Law, the International Who's Who of Franchise Lawyers, the International Who's Who of Business Lawyers, and The Best Lawyers of America.

Mr. Plave has had extensive experience counseling clients in connection with the application of technology to franchise and distribution systems, including matters such as the development and implementation of e-commerce strategies, system-wide internet roll-out policies and procedures, cybersquatting and domain name disputes, consumer complaint and "cybergripe" web sites, unauthorized e commerce, software and hardware licensing, and issues relating to online and internet services. His practice involves business, technology, franchise, distribution, and antitrust matters. He also represents clients in matters before the Federal Trade Commission, where he served in the Enforcement Division of the Commission's Bureau of Consumer Protection before entering private practice. You can follow Lee on Twitter at @LJPlave and you can follow Plave Koch at @PlaveKoch.

Theresa’s has over 18 years of experience in franchising and her consultancy is devoted to assisting companies design and develop their franchised business model.  MSA Worldwide’s services include feasibility assessments, creation of training programs and operations manuals, design and development of franchise sales programs including marketing, advertising, and franchise sales process systems and long range strategic planning.

Theresa was the Director of Franchise Sales Development for TSS Photography. Prior to TSS, Theresa was Executive VP of Development for Cianci European Eatery, a joint partnership with MFV Expositions and joined MFV Expositions as Director of Development to head up the development and launch of its sales automation software, MyBruno.com Theresa was also VP of Franchise Development for SmallBizPros, Inc., which she joined in 2002 to redevelop their franchise development programs.

Theresa is a graduate of the International Franchise Association’s Certified Franchise Executive (CFE) program and has been a regular speaker for the IFA and Franchise Update Media group on the topics of lead generation, effective resale programs, effective franchise sales processes, the use of technology in franchising and candidate profiling.  She has co-authored an article for Franchise World magazine and participated in Caliper Human Strategies study on sales excellence in Franchise Development.

Paul Segreto, CFE currently holds the position of CEO at Franchise Foundry. For over thirty years he has exclusively served the franchise industry as consultant and coach, senior-level corporate executive, advocate, multi-unit franchisee and area developer. Paul is a proud and active member of the International Franchise Association, currently serving on its Franchise Relations, Marketing & Technology and Membership Committees. Paul has founded, and hosts weekly the popular internet radio show, Franchise Today where the focus is on best practices in franchising. In addition, Paul has co-founded FranSummit, a virtual training platform, to provide effective eLearning solutions for the franchise community, and founded Personal Branding for Franchise Professionals to assist all who work within franchising to develop personal branding strategies to align individual experience and expertise with brand and business development.


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