Rewriting the Rules of Global Social Media

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Last week, Facebook announced the rollout of Global Pages, allowing brands to
seamlessly establish one, centralized global identity. Fresh off of their 1 billion user
milestone, Global Pages confirms that Facebook is investing in the brand and consumer
experience by allowing brands to create one overarching global community for fans and
brands alike

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Rewriting the Rules of Global Social Media

  1. 1. POV26 October 2012 Last week, Facebook announced the rollout of Global Pages, allowing brands to seamlessly establish one, centralized global identity. Fresh off of their 1 billion userRe-Writingthe Rules of milestone, Global Pages confirms that Facebook is investing in the brand and consumer experience by allowing brands to create one overarching global community for fans and brands alike.Global Social As an industry, we have long lobbied and advocated for this sort of control, as ourMedia philosophy is that global social media is fluid and constant. Governed by specific prin- ciples for success – as outlined below – it is possible to provide brand fans with localized and humanized experiences to their specific region. With the advent of Global Pages, that can now be done under one umbrella. The technology has finally caught up to our established best practice recommendations. Here is our framework for ensuring that the new Facebook capability is maximized across your global brand and key local markets. Global Brand Social Rationale Global Facebook Solutions Media Rules If you are social, you are Social media’s global reach offers the average Localized versions of your brand pages, trans- global brand with at least 20% - 80% of lated based on your users’ Facebook region and a following outside of the US selected language settings Maintain one undiluted A multitude of disparate social presences A single destination for your brand on Face- brand global presence are more difficult to find, control and engage book, as opposed to country or language within social media specific pages Localize content through Investing in localized in-language content A centralized administrative hub enabling a unified brand voice garners considerably higher engagement than translators to ensure messaging is translated catered to each market a universal post in English consistently across all regions Leverage social local Social data informs business decisions across Facebook insights specific to each regional data as a predictive the organization down to hyper-local markets page, allowing for more granular, relevant modeling tool through its in-depth use of demographic and metrics competitive data Social proceeds your Strategic global expansion will lower market The next logical iteration of this feature is to al- brick and mortar retail launch costs if you leverage consumer habits low for state/province/city or borough specific location and interest in existing local audiences content, allowing for deeper segmentation and customization of your user base 160 Varick Street, 5th Floor | New York, NY 10013 | attentionusa.com 1
  2. 2. POV26 October 2012 In order to be successful, brands need to engage customers and that engagement needs to be channeled towards an end result, whether it is path to purchase or a simple awareness play. With the introduction of Global Pages, brands can now easily target and localize con- tent and, more importantly, highly relevant updates and ads. Facebook’s latest update presents brands with an enormous opportunity to increase the impact of their content, therefore boosting engagement and social ROI at a local level. There are still questions to be answered, however, we are excited to see the continued unveiling of native technologies that support the true fundamentals of global social media. Attention is an award winning global, data-driven and social media marketing agency. We work with companies around the world to drive measurable business results byAbout Attention integrating social behavior across the customer journey. We are rare experts in multi- channel marketing. We build the tools to help top brands create and maintain relation- ships with their consumers across the social web. No dead ends. For more information, visit http://www.attentionusa.com. 160 Varick Street, 5th Floor | New York, NY 10013 | attentionusa.com 2

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