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Global Brands in Social Media: BlackBerry and Starbucks Case Studies

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Lionbridge, a 4,200-strong global translation and localization company, invited key clients and prospects to their Lionworld Boston conference to discuss global marketing challenges. ...

Lionbridge, a 4,200-strong global translation and localization company, invited key clients and prospects to their Lionworld Boston conference to discuss global marketing challenges.

As a global leader in social media technology enabling global brands to build, manage and measure their social media presence, Syncapse was asked to present.

This deck follows BlackBerry and Starbucks as case studies using only publicly accessible data to showcase how it's done right.

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Global Brands in Social Media: BlackBerry and Starbucks Case Studies Global Brands in Social Media: BlackBerry and Starbucks Case Studies Presentation Transcript

  • Building Global Brands Online
    How brands like BlackBerry and Starbucks are building, managing and measuring highly engaged local communities
  • Objectives
    Marketers are building direct connections with consumers in Facebook and engaging them to:
    • Build brand equity globally
    • Support campaigns regionally
    • Generate actionable insights
  • Coca-Cola
    Brand:
    1 Page
    17.5M fans
    Daily posts
  • Coca-Cola
    Community:
    5,783 interactions
    English-only posts
    Multilingual responses
  • Starbucks
    Main Page:
    1 Main Page
    17.3M fans
    Global map
  • Starbucks Taiwan
    25 Regional Pages
    394k fans
    2,321 interactions
    100% Chinese
  • Approaches
    There are two options when building a Global Facebook community:
    Single Global Page
    Global Plus Regional
  • Approaches
    For most brands we recommend the Global Plus Regional approach
  • Considerations
    Consider five key social factors:
    Targeting
    Branding
    Engaging
    Reporting
    Managing
  • Engaging
    A Single Global Page generates less engagement due to:
    Irrelevant posts
    Noisy walls
    Geo-targeting misses
  • Engaging
    Reactions to mistargeted posts vary:
    Humorous
    Angry
    Instructive
    But none are about the brand.
  • Engaging
  • Engaging
  • Engaging
    The 8 biggest brands average 0.4 interactions per 1k fans
  • Engaging
    Starbucks has regional Pages like Taiwan & Argentina with over 15x those interaction ratings
  • Engaging
    Blackberry has regional Pages like Indonesia & Mexico with over 10x those interaction ratings
  • Branding
    Search results can get buried by UGC Pages:
    The main Adidas Page is actually the 36th result
  • Branding
    Many official Pages allow you to own the first key search results
  • Reporting
    Aggregate insights can only be drawn from a central publishing platform
    Geo-targeted posts must bypass platforms and cannot be aggregated
    Platforms allow you to draw actionable insights across Facebook, Twitter, YouTube, WordPress
  • Reporting
    Publishing platforms can pull in all comments and identify the most influential responders in your community
    Frequency
    Propagation
    Recency
    Reach
    Tone
  • Managing
    Community management on a global scale is often time-consuming and risky
    Use a platform to govern access and workflow instead of granting full access to everybody
    Scale globally with control
  • Summary
    Regional teams post local content to their own Page
  • Summary
    Global teams syndicate equity messages to all Pages at once
  • 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