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Global Facebook Strategies: How Many Pages?
 

Global Facebook Strategies: How Many Pages?

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Brands are building direct connections with consumers in Facebook and engaging them to build brand equity globally, support campaigns regionally, and generate actionable insights. But how can they do ...

Brands are building direct connections with consumers in Facebook and engaging them to build brand equity globally, support campaigns regionally, and generate actionable insights. But how can they do this best? This deck presents the 2 models: Single Page and Hub & Spoke.

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    Global Facebook Strategies: How Many Pages? Global Facebook Strategies: How Many Pages? Presentation Transcript

    • BUILDING GLOBAL BRANDS ON FACEBOOK: HOW MANY PAGES?
      Global Social Media Strategies
      January 2011
    • 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
    • approaches
      Approaches
      You have two options when buildingyour global Facebook communities:
      Single Page
      Hub and Spoke
    • approaches
      Approaches
      Syncapse recommends
      the Hub and Spoke model
      for brands requiring:
      • multiple languages
      • regional campaigns
      • cultural adaptation
    • Single Page
    • SINGLE PAGE
      Single page
      This approach faces challenges in 5 key areas:
      Targeting
      Branding
      Engaging
      Reporting
      Managing
    • SINGLE PAGE
      EngagingA Single Global Page generates less community engagement
      CHALLENGE: When local posts are not geo-targeted due to human error or usability issues the wall gets cluttered with noise from all languages. Plus, the community doesn’t geotarget their own posts so the user wall is hard to follow.
      RESULT: Fans are less likely to scroll through other languages in order to engage with the relevant posts.
    • SINGLE PAGE
      EngagingReactions to mistargeted posts range from funny to angry. Most have nothing to do with the brand.
    • SINGLE PAGE
      TARGETINGLanguage, campaign relevancy, and cultural preferences matter.
      52.4% of consumers buy only at websites in their language
      Posted campaigns that don’t apply to every region cause confusion
      Color preferences vary tremendously by culture
      Red Bull should expect 17,108 engagements per post*. They average just 18 (virtually zero).
      *Syncapse studied 16,797 Facebook posts across 276 brands to determine the benchmark EPM (engagements per thousand fans) of 1.15
    • SINGLE PAGE
      CHALLENGE: Photos, videos, links, notes and events can be regionally targeted in Facebook’s tabs but they generate unfiltered newsfeed updates.
      RESULT: Fans are inclined to unlike your Page when untargeted content meant for other regions overloads their newsfeed.
      TargetingTargeted tab content appears in the newsfeeds of all fans
    • SINGLE PAGE
      CHALLENGE: Despite best efforts and training, most brands and their agencies still bypass platforms when publishing geotargeted posts, meaning 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.
      ReportingAccurate insights cannot be drawnfrom incomplete reports
    • SINGLE PAGE
      BrandingSearch results get lost and tabs are 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.
    • SINGLE PAGE
      ManagingCommunity management is time consuming, riskier, & unscalable
      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.
    • HUB AND SPOKE
    • HUB AND SPOKE
      GLOBAL PLUS REGIONAL PAGES
      The Syncapse Platform™is a centralized platform to address these challenges. Regional teams can post local content to their Page only, eliminating the engaging and targeting issues.
    • HUB AND SPOKE
      GLOBAL PLUS REGIONAL PAGES
      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 The Syncapse Platform™. All responses flow through the Platform,allowing for influencer identification, complete reporting, and insight generation.
    • HUB AND SPOKE
      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.
    • HUB AND SPOKE
      Reporting
      Since all posts are published from The Syncapse Platform™to all Pages and social media platforms, you can:
      Track your engagementsglobally 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
    • HUB AND SPOKE
      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
    • HUB AND SPOKE
      Managing
      The Syncapse Platform™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
    • summary
      Building global brands on facebook
    • Thank You
      Let’s start the conversation.
      Andrew Cherwenka
      VP Biz Dev
      a.cherwenka@syncapse.com
      (647) 638-7049
      20 Duncan Street, Suite 301
      Toronto, ON
      M5H 3G8
      www.syncapse.com