Upload
cherubin13
View
11
Download
0
Tags:
Embed Size (px)
Citation preview
Before Global Pages – Single page strategy One single Page with geo-targeted publishing
PR
OS
• Sense of global community: ‣ One single presence on Facebook
‣ Global fan count
‣ Global “Talking About This”
• One vanity URL
CO
NS
• No localization capabilities. Brands were limited to one cover photo, profile picture, applications, timeline, etc.
• Geo-targeting each post can be cumbersome
UK France Mexico Japan
Strategy #1: Single global presence
Before Global Pages – Multi-page strategy Multiple Pages representing different regions
PR
OS
• Full localization on Page: ‣ Cover photo, apps, profile photo,
milestones, timeline, etc
• Insights on regional performance
CO
NS • Lack of global community
• Cluttered in search, fans may have liked the wrong Page, etc
UK France Mexico APAC
Strategy #2: Multiple Pages to represent each global region
UK France Mexico APAC
Global Pages combines the best of both strategies
UK
UK
EMEA
EMEA
Mexico
Mexico
Japan
Japan
Main
Global Pages allow brands to:
• One global Page name, Like count and PTAT across all Pages
• Automatically redirect customers to the most relevant local Page
• Promote your Page with just one vanity URL
• Learn about all customers through one set of global insights
US and all others
Global Pages – The Main Page
• Your main worldwide Page
• Redirects customers to the best local Page
• Aggregated global Insights about all fans across Pages
• Default experience for customers who cannot be redirected (very low number of users)
• Best practice: Assign all “other” countries to the Main page, and create a separate Page for each important market. Keep the Main page up to date.
UK
UK
EMEA
EMEA
Main
Global Pages – The Local Page
• A Facebook Page that caters to a specific geographic region (country or countries)
• Can represent multiple countries or just one country (ex. UK Page can cater to UK, US, Australia, New Zealand, etc)
• A fully localized Page with its own news feed stories, cover photo, profile picture, timeline, apps, etc
• Each Page has its own Insights for its local fans
UK
UK
EMEA
EMEA
Main
The Local Page = an entirely localized experience
• Cover photos
• Profile pictures
• Apps
• Timeline & milestones
• About information
• News feed stories
• Translated Page Name
Publishing is the same with Global Pages
• Simply publish from the appropriate local Page
• You can add on additional targeting criteria to refine your audience
• Example scenarios:
• To reach users in France, publish from your French Page.
• To reach users in Paris, publish from your French Page and target it to only fans in Paris
France
Paris
UK
UK EMEA
Benchmark your Pages against one another today
• Page by Page fan count break down
• Internal, admin-facing only
Benchmark your Pages against one another and your competitors – later in 2012
• Country-level fan counts will be publicly available for all Pages through the API (whether or not they’re using the Global Pages structure)
• You can access this data for all Pages and use it to benchmark yourself vs. the competition
• May add to the Page UI in the future
Step Two Map out which countries should be assigned to each regional Page and record it in the Global Pages excel file.
Be sure to sync with your global team, so that they’re aware of the changes
Step Three Return excel spreadsheet to your account manager and they’ll work with our Pages team to transition your Page
Add Pages to the Global Pages structure one at a time to get comfortable
How to get started with Global Pages
Step One .
For brands with One single global Page
For brands with Multiple local Pages
Step One Take inventory of your current localized Pages and create any additional Pages for your major markets
Create new local Pages for your major markets
What exactly will happen after we turn on Global Pages Immediately
• Your main Page will redirect people according to their location information
Over the next 3-4 days (may be longer depending on the number of fans you have)
• Fans will migrate to their appropriate regional Page
Over the next week AFTER fan migration is complete
• Insights across will continue to correct itself to reflect new fan counts for the main Page all
local Pages
IMPORTANT! Make sure to communicate this change to your regional teams, so that they’re prepared for the change.
• All your fans will Like the same brand, but will get updates from the local Page
• For example, a fan from Mexico will get migrated to the local Mexican Page:
• Receive updates from the localized Page for Mexico in News Feed
• See sponsored stories from the Mexico Page
Option #1 (best practice) Migrate your fans to the right local Page
Mexico France UK
What happens with my fans? For multi-Page brands
Migration algorithm
Migration algorithm
• All your fans will “like” the brand, and will continue to hear from the same Page
• For example, if a fan from Mexico “liked” the US page, they will continue to:
• Receive updates from the US page in the news feed
• See sponsored stories from the US page
Option #2: Keep fans mapped to the same Page
Mexico France UK
What happens with my fans? For multi-Page brands
• All your fans will Like the same brand, but will get updates from the local Page
• For example, all your fans from your single Page will migrate to the local Page.
• Receive updates from the local Page in the News Feed
• See sponsored stories from the local Page
Your fans will hear from your new local Pages
Single Page
France UK
What happens with my fans? Single-Page brands
Which countries should I assign to my Main Page?
PR
OS
• Fewer pages to manage
‣ Just continue to maintain existing Pages – no need to create a new “other” Page
• All users see great content & engagement
CO
NS
• No unique insights for fans of your best Page
‣ The Main Page has insights for the entire global fanbase – insights for fans from your best country won’t be distinguishable
Option 2: Your best country
PR
OS
• Separate insights for your most important markets
‣ Each local Page will have its own insights (whereas the Main Page will only show total, global insights)
CO
NS
• An additional Page to manage
‣ If this Page has “non priority” markets, it is more likely to become stale than actively managed Pages for core markets
Option 1: Your “other” countries