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Marketers are building direct connections with consumers in Facebook and engaging them to: - build brand equity globally - support campaigns regionally - generate actionable insights They have 2 options when building global Facebook communities: a Single Global Page or Global Plus Regional Pages. This deck recommends the Global Plus Regional Pages approach and explains why.
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BUILDING GLOBAL BRANDS ON FACEBOOK: HOW MANY PAGES?
Global Social Media Strategies September 2010
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APPROACHES
Marketers are building direct connections with consumers in Facebook and engaging them to:
• Build brand equity globally • Support campaigns regionally • Generate actionable insights
OBJECTIVES
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APPROACHES
You have two options when building your global Facebook communities:
APPROACHES
Single global page Global plus regional pages
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APPROACHES
Syncapse recommends Global Plus Regional Pages for most global brands.
APPROACHES
SINGLE GLOBAL PAGE: HOW IT WORKS
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APPROACHES
Let’s say a UK employee wants to post a local UK status update to their wall. They’ll have to do it directly through Facebook’s admin screen instead of a centralized publishing platform*.
SINGLE GLOBAL PAGE
XYZ
BRAND
*The Facebook API allows for targeted content to tabs only
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APPROACHES
If they hit the little lock icon and filter the location before publishing then only UK fans see the update.
SINGLE GLOBAL PAGE
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APPROACHES
Unfortunately this approach faces challenges in 5 key areas:
We’ll look at each challenge then describe how a central publishing platform enables the preferred option: Global Plus Regional Pages.
SINGLE GLOBAL PAGE
XYZ
Engaging
Targeting
Reporting
Branding
Managing
SINGLE GLOBAL PAGE: CHALLENGES
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SINGLE GLOBAL PAGE - CHALLENGES
CHALLENGE: Most Facebook interactions occur on the wall, not on tabs. When local posts are not geo-targeted due to human error or lack of training the wall gets cluttered with noise from all languages.
RESULT: Fans are less likely to scroll through other languages in order to engage with the relevant posts.
ENGAGING A Single Global Page generates less community engagement
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SINGLE GLOBAL PAGE - CHALLENGES
CHALLENGE: Photos, videos, links, notes and events can be regionally targeted in Facebook’s tabs but they generate unfiltered global wall and newsfeed updates.
RESULT: Fans are inclined to unlike your Page when untargeted content meant for other regions overloads their newsfeed.
TARGETING Targeted tab content shows up in the newsfeeds of all global fans
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SINGLE GLOBAL PAGE - CHALLENGES
CHALLENGE: Because these post have to go through Facebook’s admin screen and not a central publishing platform they aren’t archived and are not included in reports.
RESULT: You won’t be able to draw insights, optimize posts, or pull aggregate campaign-level or social media stats from other networks.
REPORTING Accurate insights cannot be drawn since reports are incomplete
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SINGLE GLOBAL PAGE - CHALLENGES
BRANDING Search results may be lost and tabs will be empty to some regional fans
CHALLENGE: Your sole Official Brand Page could get bumped down by unofficial Pages. Also, tab content can be targeted but the tabs cannot be hidden so all non-participating regions will see blank space.
RESULT: Your brand might be represented first by off-brand fan Pages; regions may fight in a “land grab” to get their own contests and promos.
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SINGLE GLOBAL PAGE - CHALLENGES
MANAGING Community management is more time consuming, riskier, and doesn’t scale
CHALLENGE: Bypassing the platform means you cannot archive community responses into the database, cannot identify the influencers, and cannot post or respond using workflow tools with levels of authority.
RESULT: Content is hard to plan. Approvals are done by email. All users must be given full admin access. Other social networks are ignored.
GLOBAL PLUS REGIONAL: RECOMMENDATION
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GLOBAL PLUS REGIONAL
SocialTALK™ is a centralized platform to address these challenges. UK teams can post local content through SocialTALK™ to the UK Page only, eliminating the engaging and targeting issues.
GLOBAL PLUS REGIONAL PAGES
XYZ
BRAND
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XYZ
BRAND
GLOBAL PLUS REGIONAL
Global teams can syndicate equity messages to relevant regional pages in one click. All regional Pages roll up into one global counter. All posts are managed, governed and archived in SocialTALK™. All responses flow through SocialTALK™ allowing for influencer identification, complete reporting, and insight generation.
GLOBAL PLUS REGIONAL PAGES
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GLOBAL PLUS REGIONAL
Campaign messages can be published by local agencies or brand teams to their Pages only
Equity messages can be published by the Global team to all Pages at once
All posts and responses are archived, measured, actionable, and retrievable.
ENGAGING & TARGETING
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GLOBAL PLUS REGIONAL
Since all posts are published from SocialTALK™ to all Pages and social media platforms, you can:
Track your engagements globally and locally over time
Increase community sizes and engagements by optimizing post content and timing per brand or campaign
Draw actionable insights from a complete data set
REPORTING
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GLOBAL PLUS REGIONAL
The Worldwide tab aggregates fans across all regional Pages and shows each Page on a clickable global map
Top results are all official Pages showing a controlled brand image
BRANDING
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GLOBAL PLUS REGIONAL
SocialTALK™ allows you to:
• Manage all your social touch points from one easy central tool • Schedule your posts in advance across time zones • Archive and retrieve all your social media activities • Create custom workflows to record management and legal approvals • Reduce your risk by controlling who can approve and publish your content • Keep a time-stamped digital thumbprint of every interaction
MANAGING
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SUMMARY
BUILDING GLOBAL BRANDS ON FACEBOOK
Other Publishing Platforms Single Global Page
SocialTALK™ by Syncapse Global Plus Regional Pages
Engaging Fans are less likely to scroll through other languages in order to engage with the relevant posts they understand
All content is the right language and regional content; users are more likely to engage with it and spread it to their social graphs
Targeting Fans are inclined to unlike your Page when untargeted content and languages meant for other regions overloads their newsfeeds
Campaign messages can be published by local agencies or teams; Equity messages can be published by global teams with one click
Reporting You won’t be able to draw insights, optimize posts, or pull aggregate, campaign, or network-wide stats
Engagements can be tracked globally and locally, posts can be optimized per brand or campaign, actionable insights can be drawn
Branding Your brand might be shown first by off-brand fan Pages; regions may fight in a “land grab” to get their own contests
All Pages are centrally and locally controlled with consistent branding; top results are all official brand Pages
Managing Content is hard to plan, approvals are done by email, all users must be given full admin access, and other social networks are ignored
Cross-channel management, scheduling, archiving, retrieving, custom workflows, 3 levels of authority, digital thumbprints
Let’s start the conversation.
Andrew Cherwenka VP Sales – US [email protected] (646) 267-2474
41 East 11th St, 11th Floor New York, NY, USA 10003
www.syncapse.com
Thank You