Time to Complete lesson: 30 mins

1.0 Introduction

This social media policy presents and explains the rules governing social media use for Pristine Water Systems Franchisees, Employees, Pristine Water Systems Australia (PWSA) and its team.

It follows that this policy describes how Franchisee’s, Employees and Staff must use their business or regional social media accounts.

We encourage Franchisee’s to be proactive with advertising strategies and engagement with customers through Social Media. However, to maintain the brand image of PWSA, we have guidelines in the posting and advertising procedures, the style of posts and communication requirements.

This Social Media Policy Guidelines is for all social media sites, including (but not restricted to) Facebook, Twitter, LinkedIn, Google Business, YouTube, Pinterest, Instagram, and Tumblr.

1.1 Why this Policy exists

This social media policy exists to ensure PWS Franchisees use their business social accounts in a safe and effective manner, congruent with the philosophy and goals of PWSA (Franchisor).

Guidelines for Employees/Staff are also provided for personal social media use during work hours, and what employees may say about PWS and business related issues on their personal accounts.

Although social media can benefit the Franchise Group — especially in terms of marketing, relationship building and prospect communication — poorly-judged or -timed activity can hurt the groups’ reputation.

1.2 Policy Scope

PWSA’s social media policy pertains to all Franchisee’s, staff members, as well as contractors and volunteers, who log onto social media platforms to complete PWS work-related activities.

It applies to social media activity that relies on company Internet, occurs on company premises, happens while travelling and happens while working from home.

For the purposes of this policy, social media may refer to:

Popular social networks such as Twitter and Facebook
Photo-sharing websites such as Pinterest and Instagram
Professional social networks such as LinkedIn
Review systems such as Yelp and Google Reviews

It is the policy of PWSA (Franchisor) to establish the Facebook account on behalf of the Franchisee. Access will be provided to the Franchisee for their regions’ account.

Prior to 2018, some Franchisee’s had established their own business accounts in Facebook. PWSA has worked with these Franchisee’s to ensure they abide by the policy guidelines established here, to stay congruent with their Franchise Agreement.

1.3 Goals and Purposes of PWS Social Media Accounts

As the social media landscape quickly changes and evolves, we encourage franchisees to think about new ways to use their business social media accounts.

However, account activity should not stray from the Franchise goals of engaging consumers and promoting products and services. Doing so builds stronger relationships with customers and prospects while driving traffic to other digital properties.

Franchisees can typically meet these goals by:

Distributing original content pieces such as blog posts, info-graphics, product photos and videos.
Sharing third-party content pieces relevant to company target audiences
Promoting special offers, including contests and discount events
Announcing and previewing new products and initiatives
Interacting with consumers, including responding to customer and prospect questions
Monitoring the social web for brand mentions and responding accordingly

1.4 Approved Users

Only approved users may access PWS social media accounts to perform the aforementioned tasks.

PWSA (Franchisor) will grant authorization. We will do so when a Franchisee chooses to take an active role in creating and executing social media strategies for their business.

PWSA only approves certain Franchisee’s and employees to ensure its social media voice and approach stay consistent, aligning with marketing and customer service objectives.

Contractors may be engaged to manage Social media post content, advertising/marketing, and management structure.

2.0 Creating Social Media Accounts Under the PWS Brand Name

Any social media account that utilizes the PWS Brand Image/Name etc, must be approved by PWSA management. If Franchisees see the opportunity to create a social media account that supports company goals, they should pitch their ideas to the PWSA management team.

As previously mentioned, Franchise Facebook accounts will be established and accessibility provided to the Franchise owner/operator.

2.1 Use of PWS Social Media Accounts

PWS Franchisee social media accounts must only be used by authorized individuals for the purpose of meeting defined Franchise goals.

2.2 Use of Personal Social Media Accounts at Work

The following relates to Franchisor and Franchisee employees or contractors.

As personal social media use can yield clear professional benefits, such as expanding industry knowledge and connections, PWSA understands it is advantageous for employees to use personal accounts.

Below are acceptable uses for accessing personal social media accounts during work hours:

Competitor research
Monitoring company accounts
Connecting and interacting with users who may benefit professional development
Emergency purposes, such as contacting friends and family members who cannot be reached otherwise

Below are unacceptable uses for accessing personal social media accounts during work hours:

Browsing friend photos and accounts
Adding contacts to your networks for non-professional reasons
Participating in conversations not pertaining to work-related topics
Social browsing

Note that during breaks and lunches, employees and contractors may use their personal social media accounts freely. However, activity should not conflict with the following sections.

2.3 Inappropriate Uses

Regardless of whether the social media account is personal or under company name, employees should not:

Conduct illegal or criminal activities
Distribute material that could be interpreted as libellous or defamatory
Share updates, images and messages that may tarnish the company’s public image
Discuss colleagues, customers and suppliers without their expressed consent
Harass others by sending them offensive content and messages
Communicate with company competitors in disrespectful fashions
Distribute spam and chain messages

2.4 Policy Enforcement

Employees who violate this social media policy could face disciplinary action.

Depending on the nature and severity of the violation, this could include termination of employment or a breach of Franchise Agreement.

Pristine Water Systems Australia reserves the right to monitor how social networks are used and accessed through company Internet resources. These include, but are not limited to, computers and mobile devices such as tablets and smartphones that are provided for business use.

Moreover, the company maintains official records that contain certain data related to social media activity. These include, but are not limited to, messages sent and received through the company’s computer systems and social media accounts.

3.0 Content and Advertising Posting Policy

PWSA encourages franchisees, employees and contractors to be proactive in posting in their business Facebook and Google My Business accounts. However, we have guidelines on what you should post, and best practices to achieve our goals of customer awareness and interaction.

We have defined posts under the following categories:

PWSA Brand/Business posts
Brand Image posts by Franchisees/Employees
Franchisee posts
Advertising/Boost posts
Promotional Campaign posts

Brand related posts must be approved by PWSA. This refers to:

Any post that includes the PWS brand image and logos,
Sales or promotional posts
Product related posts where PWSA Intellectual Property, Systems or Processes might be represented.

3.1 Basic Advice and General Guidelines

Whether PWS Franchisees are posting from business or personal accounts, we encourage them to follow basic best practice rules.

Adhere to these standards to avoid common social media mistakes:

Understand the social network. Different social media platforms have different purposes. For example, it’s common to see more personal status updates on Facebook than LinkedIn. Before posting, become familiar with the network by reading FAQs and quickly researching what is and is not acceptable.
Correct your own mistakes. When you make a factual error in a post, create an update to correct it. Deleting or editing the original post should come at your own discretion, depending on the situation.
Beware potential security threats. Hackers can use social networks to distribute spam and malware. They can also launch phishing attempts. You should report suspicious activity, including questionable comments and friend requests.
Be careful when sharing information about yourself or others. Hackers can also use personal information to their advantage.
Don’t escalate issues. Responding to other social media users, especially concerning a contentious subject, can result in a heated argument. To avoid such arguments, it may be best to avoid commenting if you feel you may spark conflict.
Think before posting. This is the golden social media rule. Not only should you check grammar and spelling, but ensure there won’t be any negative effects of posting a status update. These include creating arguments and divulging sensitive information.

3.2 Post Strategies

Following are details of the different types of post strategies you/we may implement through Social Media.

Launch Program:

The launch of your PWS Franchise will include posts that will be released periodically shortly after you start your business.

The purpose here is to build some content in your social media outlets.

Promotion Campaign:

All Promotional posts require authorisation from PWSA prior to release.

The purpose of a Social Media Promotional campaign includes;

Improving brand awareness in your region
Directly driving sales
Increasing website traffic
Getting feedback from customers
Building a marketing list of potential customers

Content:

Social Media is an engagement tool. Most people use it for entertainment, relaxation, and social interaction with friends, family and the outside world.

In particular, visual representation of problems with solutions is a strong method of engaging with customers and your target audience. This includes still images and videos.

Some Post content ideas

Before/After photos/video
Experiences in the field
Problems/Solutions

3.3 Post Messages

The following section provides guidelines for PWS staff, contractors and franchisees on how to present content when posting on social media.

3.3.1 Posting Style Guide

A Social Media Posting Style is how the public/customers view your brand/business voice. Certain types of customers will engage with different styles, and might turn away from other styles.

Following is the “Style” that PWS adopts in our posting and social media representation.

Brand Voice: Friendly/Helpful/Casual/Humorous, while remaining professional at all times.

Clean and playful humour. Posts and Responses should be upbeat, optimistic and positive with the goal of being friendly and helpful, yet remaining casual (as opposed to business like). Where possible, use humour. But not in a condescending or negative manner. But remain professional at all times (without a ‘stiff upper lip’)

Grammar & Terminology: Casual, without the slang, cursive or technological context.

Post Formatting: PWS posts will have the following formatting

Headline: short, but catchy
Text: no more than 2 or 3 paragraphs
Handles/Hashtags/Links: place after Text
Post from Business account, not personal

Graphics: Photos, images, or videos should represent PWS, products and services.

Ensure video is short, no longer than 20 seconds long
Limit the amount of text on images
Do not have any customer personal information, or location identifications (address, street number, known landmarks) represented
Use highest resolution possible
Be aware of sensitive material. This includes nudity, personal information, children (unless permission is provided), and photos of animal carcasses for example. Include a Warning where necessary.

Handling Competitor Interaction: follow the brand voice – casual, helpful, friendly and with humour. No need to be too sarcastic, condescending or derogatory. Be factual and funny (if possible). No one wins a ‘trolling’ war online.

3.3.2 Franchisor Posts

PWSA will produce posts for Facebook on a regular basis, which will be automatically accessible on Franchisee Business FB pages.

The management of these posts may be outsourced to a third party.

They will include content such as photos, videos, information on products and services, key events for PWSA and Franchisees.

3.3.3 Franchisee Posts

Franchisee’s are encouraged to make posts, however, must follow these guidelines stringently.

Authority/permission through PWSA is required for posts in the following categories:

Adverts or Promotional campaigns
Posts with Brand Images/Logos (IP)

The type of posts that we encourage Franchisees to make directly are:

Funny stories. Anything unusual or funny you might come across in the field
Photos/video
Unsightly things found in tanks
Beautiful settings where you work
Friendly faces of customers – especially if they have character.
Notifications of upcoming regional attendance, and if going away on holidays and will be unavailable.

Not every post should be a Sale or Promotion!

Because social media is about ‘engagement’, continually promoting or selling to your audience will quickly see them ignoring your brand/business.

As a guideline, we suggest the ratio of social posts to promotional posts should be 3 to 1. That is, for every 4 posts, there might be 1 promotion/offer. And depending on your frequency of posting, we prefer to only present 1 sale/promotion per month. And this should be aligned with your other marketing strategies/plans.

Your customers will “Like” your Facebook page for a number of reasons:

They are happy with your service/product
They will get information to help them
You offer them entertainment on a topic they are interested in
If they think they will get value from what you share
When promotions/prizes are offered.

All Sale/Promotion posts require authorisation by PWSA Head Office.

PWSA will coordinate all Sale/Promotion activity between different Franchise regions. To help alleviate any potential contradiction between regions and PWSA, you need to have sales/promotions authorised before posting. This may include graphic and text content.

3.4 Auto Messaging set-up (Message Bots)

PWSA and Franchise Location pages will be established with a Message Bot (short for Chat Robot). These systems allow customers to engage immediately, providing established responses.

Shows frequently asked questions to make it easier for people to start a conversation with your business. Go to FB page > Settings > Messaging > General Settings
Set-up response assistance

3.5 Responding to Questions and Enquiries

It is PWSA’s policy to respond to all enquiries (phone, email, SMS, online), as soon as possible. For Social Media sites, response rates are measured and promoted. Hence, early responding is in the benefit of the business.

All Franchisee’s, employees and contractors should look to respond to messages and enquiries within a 12-hour period (not including weekends).

The sooner you respond to online questions and enquiries, the more likely you will be of creating customer leads. That doesn’t mean you should be watching your Facebook feed all day and night.

Automatic notifications set on your mobile phone or tablet, can make it easy for you to check once a day, and respond in a timely fashion. Think of it just like your phone answering machine.

Failure to respond quickly could see a potential customer go to a competitor, or even worse with social media, create a negative post that everyone can see.

3.6 Ad Accounts and Advertising

As per your Franchise Agreement, your monthly contribution to your advertising/marketing budget is managed by PWSA. You are provided with an annual statement, or on request at any time.

To manage your spend on Social Media and online advertising/marketing, there are specific rules and processes for you to follow.

3.6.1 Google Ads (Adwords)

Google Ads (Adwords) Marketing allows for region specific targeting. This provides us with a direct billing method for individual Franchisees.

PWSA has established an Adword campaign that is automatically adopted for your region, with the keywords that drive our online business. This campaign is automatically billed to your advertising/marketing fund.

In addition, you can choose to increase your spend on Google Ads (Adwords). To do this, you need to notify PWSA and your billing account will be billed accordingly.

3.6.2 Facebook Boosts and Ad Campaigns

Promoting on Facebook can be achieved through Boosting posts and creating an Ad Campaign.

Your Facebook account will be established with its own Ad Account. Your spend on Boosts and Adverts will be billed directly to your advertising/marketing fund.

To implement a post Boost or Ad Campaign, you will need to submit and request this through PWSA.

4.0 PWS Franchisee Region Facebook pages

The following segment of the PWS Social Media Policy Guidelines provides details on how your Franchise Facebook page will be set-up/established, what type of posts will be managed for you, and posts you can host yourself.

4.1 Facebook Page Set-up

All PWS Facebook pages will follow the same set-up:

Picture: The PWS logo will be used initially. Franchisees have permission to replace this with a personal photo, wearing PWS uniform/cap as this provides some personalization.

Cover Picture: A picture of a PWS truck with the 1300 number will be uploaded initially. Franchisees have permission to replace this with a picture of their vehicle, with mobile phone number. The replacement photo must be authorised by PWSA Management.

About page: Details for your Franchise Business will be uploaded. We require a business address that is located in your region. Your email, contact business number and text for About and Story will also be uploaded. Following is an example.

4.2 Graphics - Branded / Not Branded

Any graphic that has a PWS logo must be approved for use in social media.

PWSA has high standards in the presentation of our corporate logo, and can provide authorised graphics where necessary.

Over many years, PWSA has accumulated a large library of photos in-field and of authorised products. We recommend contacting our PWSA head office staff to discuss what authorised graphics we have available for social media.

4.3 Facebook Launch Process

At the end of your Induction training, a Facebook page for your region will be established. Four posts will be scheduled for the following week.

In your first week, we recommend sharing this page with all your existing family and friends and social network. Particularly if they are located in your operating region.

We have prepared an email template for you to send out to friends and family. Use this to quickly advise a large group of people, using the BCC (Blind copy) function so that you are not sending an email where everyone will receive email addresses of your friends and family.

PWSA will also post a “Welcome” message on the franchisor Facebook page, and share through to other PWSA regions.

For beginners, knowing when and what to post can be the hardest aspect of managing your business social media.

The whole purpose of social media in business is to create engagement with your customers. Remember, this will only be a portion of your customers, however, due to the nature of social media, a reminder about a problem or the release of a promotional incentive can easily be shared with others who are not in your social media group.

PWSA will work with you in developing your skills in managing your FB business account. However, we also outsource to independent contractors who you can choose to engage to manage your FB account.

4.4 Managing your Regional FB page or Outsourcing

We encourage Franchisees to manage their own Facebook business page, but also understand that it takes time to learn and develop understanding on how to effectively engage your audience.

PWSA has engaged an outside contractor who can assist in managing content and communications. You may choose to engage them for a period of time, or indefinitely. Only authorised contractors are permitted to assist in social media account management.

This is considered part of your Advertising/Marketing strategy, and can be charged accordingly.

6.0 PWS Social Media (Online) Policy Guidelines

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1.0 Introduction

2.0 Franchise Service Fee

3.0 Franchisee Obligations

4.0 Franchisor - Franchisee Structure

5.0 Creating a Successful Franchise Business

6.0 Franchisee Support

Module 1 Appendix Items

Module 1 Quiz

1.0 Introduction

2.0 Administration

3.0 Franchise Inventory Lists

4.0 PODAC (Pristine Online Data Accounts & Clients)

5.0 ITF - In The Field APP

6.0 PWS Social Media Policy Guidelines

Module 2 - Appendix

Module 2 Quiz

1.0 Background of the Water Industry

2.0 Australian Drinking Water Guidelines (ADWG) Introduction

3.0 Common Water Borne Diseases

4.0 Chemicals and Substances found in Water

5.0 Pristine Water Systems Chemicals and Treatments

6.0 Water Testing/Analysis & Results

7.0 Industry Certifications

8.0 Safe Work Australia / Workplace Health & Safety / Occupational Health & Safety

9.0 Filtration & UV Products

10.0 Types of Tanks

11.0 Other PWS Products & Equipment

12.0 Glossary of Terms

Module 3 - Appendix

Module 3 Quiz

1.0 Introduction

2.0 The PWS Process

3.0 Planning your Work Schedule

4.0 Planning Product Ordering

5.0 Water Testing

6.0 AqueousPro™ 50 Water Sanitiser

7.0 Water Tank Cleaning

8.0 Filtration / Sterilisation Supply (Assembly)

9.0 Ongoing Service & Maintenance

10.0 PWS Standards

11.0 AqueousAir™ Assembly & Installation Instructions

Module 4 - Appendix

Module 4 Quiz

Module 5 Video Lessons

1.0 Introduction

2.0 Advertising & Marketing

3.0 Planning your Advertising & Marketing

4.0 Selling PWS / Selling Yourself

5.0 Assessments & Quoting

6.0 Invoicing

Module 5 Appendix

Module 5 Quiz

1.0 Introduction

2.0 Vehicle Maintenance

3.0 Equipment Maintenance

4.0 Process for Equipment Replacement / PWS Repair Request

Module 6 Quiz

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