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.

1. BUILDING GLOBAL BRANDS ON
FACEBOOK: HOW MANY PAGES?
Global Social Media Strategies
September 2010

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
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3. APPROACHES
APPROACHES
You have two options when building
your global Facebook communities:
Single global page Global plus regional pages
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4. APPROACHES
APPROACHES
Syncapse recommends
Global Plus Regional Pages
for most global brands.
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5. SINGLE GLOBAL PAGE:
HOW IT WORKS

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
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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.
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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.
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9. SINGLE GLOBAL PAGE:
CHALLENGES

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.
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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.
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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.
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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.
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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.
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15. GLOBAL PLUS REGIONAL:
RECOMMENDATION

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.
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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.
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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.
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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
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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
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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
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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
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23. Thank You
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