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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1. BUILDING GLOBAL BRANDS ON FACEBOOK: HOW MANY PAGES? Global
Social Media Strategies September 2010
2. APPROACHES OBJECTIVES Marketers are building direct
connections with consumers in Facebook and engaging them to: Build
brand equity globally Support campaigns regionally Generate
actionable insights 2
3. APPROACHES APPROACHES You have two options when building
your global Facebook communities: Single global page Global plus
regional pages 3
4. APPROACHES APPROACHES Syncapse recommends Global Plus
Regional Pages for most global brands. 4
5. SINGLE GLOBAL PAGE: HOW IT WORKS
6. APPROACHES SINGLE GLOBAL PAGE Lets say a UK employee wants
to post a local UK status update to their wall. Theyll have to do
it directly through Facebooks admin screen instead of a centralized
publishing platform*. XYZ BRAND *The Facebook API allows for
targeted content to tabs only 6
7. APPROACHES SINGLE GLOBAL PAGE If they hit the little lock
icon and filter the location before publishing then only UK fans
see the update. 7
8. APPROACHES SINGLE GLOBAL PAGE Unfortunately this approach
faces challenges in 5 key areas: XYZ Targeting Branding Engaging
Reporting Managing Well look at each challenge then describe how a
central publishing platform enables the preferred option: Global
Plus Regional Pages. 8
9. SINGLE GLOBAL PAGE: CHALLENGES
10. SINGLE GLOBAL PAGE - CHALLENGES ENGAGING A Single Global
Page generates less community engagement 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. 10
11. SINGLE GLOBAL PAGE - CHALLENGES TARGETING Targeted tab
content shows up in the newsfeeds of all global fans CHALLENGE:
Photos, videos, links, notes and events can be regionally targeted
in Facebooks 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. 11
12. SINGLE GLOBAL PAGE - CHALLENGES REPORTING Accurate insights
cannot be drawn since reports are incomplete CHALLENGE: Because
these post have to go through Facebooks admin screen and not a
central publishing platform they arent archived and are not
included in reports. RESULT: You wont be able to draw insights,
optimize posts, or pull aggregate campaign-level or social media
stats from other networks. 12
13. 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. 13
14. SINGLE GLOBAL PAGE - CHALLENGES MANAGING Community
management is more time consuming, riskier, and doesnt 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. 14
15. GLOBAL PLUS REGIONAL: RECOMMENDATION
16. GLOBAL PLUS REGIONAL GLOBAL PLUS REGIONAL PAGES XYZ BRAND
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. 16
17. GLOBAL PLUS REGIONAL GLOBAL PLUS REGIONAL PAGES XYZ BRAND
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. 17
18. GLOBAL PLUS REGIONAL ENGAGING & TARGETING 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. 18
19. GLOBAL PLUS REGIONAL REPORTING 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 19
20. GLOBAL PLUS REGIONAL BRANDING 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 20
21. GLOBAL PLUS REGIONAL MANAGING 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 21
22. SUMMARY BUILDING GLOBAL BRANDS ON FACEBOOK Other Publishing
Platforms SocialTALK by Syncapse Single Global Page Global Plus
Regional Pages Engaging Fans are less likely to scroll through
other All content is the right language and regional languages in
order to engage with the relevant content; users are more likely to
engage with it and posts they understand spread it to their social
graphs Targeting Fans are inclined to unlike your Page when
Campaign messages can be published by local untargeted content and
languages meant for agencies or teams; Equity messages can be other
regions overloads their newsfeeds published by global teams with
one click Reporting You wont be able to draw insights, optimize
Engagements can be tracked globally and locally, posts, or pull
aggregate, campaign, or posts can be optimized per brand or
campaign, network-wide stats actionable insights can be drawn
Branding Your brand might be shown first by off-brand All Pages are
centrally and locally controlled with fan Pages; regions may fight
in a land grab consistent branding; top results are all official to
get their own contests brand Pages Managing Content is hard to
plan, approvals are done by Cross-channel management, scheduling,
email, all users must be given full admin archiving, retrieving,
custom workflows, 3 levels of access, and other social networks are
ignored authority, digital thumbprints 22
23. Thank You Lets 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