2012 Conference Program—Symposium 3
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 WEB 2.0: SOCIAL NETWORKING + DATA IN FRANCHISING
sponsored by: 
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 in English only. All symposium attendees receive free admission to the exhibits on all three days.
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Friday, January 20, 2012, 2:00 PM - 5:00 PM
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Advance: $149 includes exhibit hall admission and seminars
On-Site: $180 includes exhibit hall admission and seminars
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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.
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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.
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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
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Presented by: Lee Plave, Partner, Plave Koch PLC ; Theresa Huszka, CFE, Managing Member, Christopher Huszka Consulting and Paul Segreto, President and CEO, franchisEssentials
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Lee Plave is a co-founding partner of Plave Koch PLC, an entrepreneurial law firm in Reston, Virginia. Hehas extensive experience counselling distributors and franchisors, drafting and negotiating franchise agreements for complex international and domestic transactions, and advising clients on all aspects of franchise and distribution law. Lee also counsels clients on how to apply technology in franchise and distribution systems, including social networking and social media issues, e‑commerce, data, and security policies, cybersquatting and domain name disputes, as well as cybersmear/complaint sites. In addition, he represents clients before the Federal Trade Commission. The International Franchise Association Educational Foundation recognized Lee as a “Certified Franchise Executive.” London-based Chambers & Partners, which publishes an internationally-respected client guide, lists Lee in its global edition as one of the leading franchise lawyers in the world. Another London-based publication, Who's Who Legal, named Lee one of the global Top 10 franchise lawyers in The International Who's Who of Franchise Lawyers.
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Theresa’s consultancy is devoted to assisting companies with designing and developing their franchised business model. The company’s services include initial feasibility studies, FDD development, creation of operations manuals, structuring of training programs for franchisors and franchisees, design and development of franchise sales programs including marketing, advertising, and franchise sales process systems.
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 on the topics of lead generation and technology in franchising.
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For over twenty years Paul Segreto, President & CEO at franchisEssentials, has exclusively served the franchise industry as consultant, senior-level corporate executive, advocate, and multi-unit franchisee.
Understanding the franchise sales process from lead generation through franchise award, and the importance of forming interdependent relationships between franchisee and franchisor, Paul has embraced social technology and has identified it as essential to future franchise growth at all levels.
Paul frequently serves as a speaker and topic leader for webinars, workshops and industry panels, and is frequently called upon to utilize his expertise in the development of articles for industry blogs and publications.
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