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Building Global Brands on Facebook: How Many Pages?

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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.

Publicado en: Empresariales

Building Global Brands on Facebook: How Many Pages?

  1. 1. BUILDING GLOBAL BRANDS ON FACEBOOK: HOW MANY PAGES? Global Social Media Strategies September 2010
  2. 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. 3. APPROACHES APPROACHES You have two options when building your global Facebook communities: Single global page Global plus regional pages 3
  4. 4. APPROACHES APPROACHES Syncapse recommends Global Plus Regional Pages for most global brands. 4
  6. 6. APPROACHES SINGLE GLOBAL PAGE 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*. XYZ BRAND *The Facebook API allows for targeted content to tabs only 6
  7. 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. 8. APPROACHES SINGLE GLOBAL PAGE Unfortunately this approach faces challenges in 5 key areas: XYZ Targeting Branding Engaging Reporting Managing We’ll look at each challenge then describe how a central publishing platform enables the preferred option: Global Plus Regional Pages. 8
  10. 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. 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 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. 11
  12. 12. SINGLE GLOBAL PAGE - CHALLENGES REPORTING Accurate insights cannot be drawn since reports are incomplete 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. 12
  13. 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. 14. 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. 14
  16. 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. 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. 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. 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. 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. 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. 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 won’t 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. 23. Thank You Let’s start the conversation. Andrew Cherwenka VP Sales – US (646) 267-2474 41 East 11th St, 11th Floor New York, NY, USA 10003