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 a.cherwenka@syncapse.com (646) 267-2474

41 East 11th St, 11th Floor New York, NY, USA 10003

www.syncapse.com

Thank You