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Facebook Global Pages for Brands

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Facebook has launched a new structure for global brands, using a new feature called Facebook Global Pages. This new feature allows for one global Facebook page to track insights and metrics across all …

Facebook has launched a new structure for global brands, using a new feature called Facebook Global Pages. This new feature allows for one global Facebook page to track insights and metrics across all of its pages. And thereby, have the opportunity to understand fan behavior in one single place and for each page.

Also as part of this change, Facebook offers users a better localized experience, while letting the brand maintain its global presence. Users will automatically be redirected to the most relevant brand page, based on their geographic location, and brands will be able to link to the main global page with a single vanity URL.

The purpose of the POV below is to:

1. discuss the implications of Facebook’s Global Page feature for brands,

2. provide strategies for how brands can leverage this new feature, and

3. provide suggestions in light of this announcement to make content management for Facebook more effective.

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  • 1. Facebook GlobalPages for Brands Dan Schreibstein, Dhara Naik and Rose Reid November 2012
  • 2. 2 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012 Table of Contents POV: Facebook Global Pages 3 How does Global Pages affect the functionality of the other pages? 4 Facebook’s Global Pages feature allows a brand to communicate to its customers globally, as well as locally. 5 Why should a brand take advantage of this new feature? 7 How are brands activating Global Pages? 8 Frequently Asked Questions 9 About Social@Ogilvy 11
  • 3. 3 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012 POV: Facebook Global Pages The purpose of this POV is to: 1 discuss the implications of Facebook’s Global Page feature for brands, 2 provide strategies for how brands can leverage this new feature, and 3 provide suggestions in light of this announcement to make content management for Facebook more effective. Summary Facebook has launched a new structure for global brands, using a new feature called Facebook Global Pages. This new feature allows for one global Facebook page to track insights and metrics across all of its pages. And thereby, have the opportunity to understand fan behavior in one single place and for each page. Also as part of this change, Facebook offers users a better localized experience, while letting the brand maintain its global presence. Users will automatically be redirected to the most relevant brand page, based on their geographic location, and brands will be able to link to the main global page with a single vanity URL.
  • 4. 4 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012How does Global Pagesaffect the functionality of theother pages? How does my main brand page work? There will be one main global page as the default experience just like you are currently used to – local fans will be directed to a bespoke local experience, when created by the brand. Based on the brand’s organizational structure and communication strategy, it will be important to ensure that the default global experience is the main hub of interaction, while other key markets have their own versions as needed. How will the local page experience differ from the global page? Each local page will have its own Timeline, cover photo, profile picture, insights, and apps that can be attached to it in addition to what already exists from the global page. Local pages can be created for both single countries or entire regions. Will my fans hear global brand page or local brand page? Either, it is the brand’s preference. A fan will always hear from a local or global page, not from both. All fans will “Like” the same brand globally, but fans in regions that have local pages will potentially receive targeted local updates from these as well, depending on the local/ regional communication strategy.
  • 5. 5 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012Facebook’s Global Pages featureallows a brand to communicateto its customers globally,as well as locally.How does my brand utilize How will my fansthis change if I currently have see posts now?multiple local pages? Brands have two options that are not mutuallyTake inventory of your current localized pages, exclusive with how posts will be displayed:and create any additional pages for your majormarkets. Map out which countries should be 1 After moving to the new Global Pagesassigned to each regional page, and record framework, Facebook will migrate all fansit in the global pages Excel file provided by to the best local Pages for them. Usersyour Facebook representative. Be sure to sync will always hear from the best market forwith your global team ahead of time, so that them.they’re aware of the upcoming changes. Addpages to the Global Pages structure one at a 2 If you want users to stay mapped to theirtime, to get comfortable with the process. If existing Pages the users will continue toyour brand only has a single global brand hear from whichever Page they liked mostpage, they have to create local pages for key recently (but this is not a recommendedmarkets, to allow for better targeting and strategy).engagement.
  • 6. 6 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012What will happen to Facebook Do global page admins haveInsights after the transition? access to each local page?Both global and local pages will have their own No. There will be no special super-adminset of Insights, measuring the demographics permissions granted with global pages. Ifand activity levels of their associated admins would like permission to a particularaudiences. For example, a local page will page in the brand page family, they’ll haveonly be able to show Insights about fans who to request it from the current admins of thatare subscribed to that page. The global page, page.however, will have aggregated insights aboutfans across all brand pages. Can admins ban a user from posting on all of its pages?Can admins see country-specificFacebook Insights for the main Banning a user from a local page or the globalglobal page? page will only ban them from that particular page. In order to ban a user from posting onNot yet. Facebook recommends building a all pages, brands will have to manually banseparate page for every country/region for them from each of their pages. Alternatively,which brands want Insights. For example, brands can work with a third-party developerif a brand wants US-specific Insights, we to auto-ban a user from all of its local pages.recommend creating a US-specific regionpage. For each page created, there will be anadditional need to manage the conversationwith the local audience.
  • 7. 7 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012Why should a brand takeadvantage of this new feature?F acebook’s Global Pages allows a brand to convey a cohesive global message, while maintaining country-specific versions for product/communicationdifferences that vary by market.Brands can consolidate multiple countries to a singleregional page for efficiency in management, based ondivision of responsibility:Through this new feature, brands will be able to compare performance and share learningsfrom local markets across the globe to raise the knowledge of its global enterprise:
  • 8. 8 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012How are brandsactivating Global Pages?Are there any examples of Can you show me what it looksother brands that have already like when one of the brandsadopted Global Pages? activated the new Global Pages feature?Yes, in Facebook’s announcement, theyspecifically referred to the following Nestle’s Kit Kat team has adopted GlobalFacebook pages: Unilever’s Dove, Disney’s Pages. The verbatim below displays Kit Kat’sFrankenweenie, IHG’s Holiday Inn, and global Facebook page. If the user visits KitNestle’s Kit Kat. Kat’s page from another location, say, from the United Kingdom, then users would be directed to the default landing page for Kit Kat’s United Kingdom page.
  • 9. 9 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012FrequentlyAsked QuestionsHow does my brand use the varies, whether or not there are similaritiesglobal brand page effectively? in language, demographics, content types typically shared on each page, as well asTo effectively use the global brand page parameters of your business. Lastly, it’sfeature, it is recommended that your brand important to analyze the overall performancedevelops a regional content strategy to deliver of the page, to pinpoint any common trends inthe most relevant content to the right people, engagement and interactions and to determinewhile still remaining cost-effective. Doing so whether or not combining pages into regionalwill help you ensure your brand is delivering pages is the most effective strategy for yourthe most relevant and targeted message to brand.an audience member, which will increaseengagement for each post. How involved is the strategy and planning for launching a globalHow does my brand determine brand page for my brand? whether to combine countriesfor a regional page, or maintain The time involved in developing a strategy to launch a global brand page depends on theexisting individualized country scale of your brand’s existing global presence,pages? and how quickly your brand wants to be in-In order to determine whether countries market with this new feature. Depending onshould be combined for a regional page, how your brand wants to adopt regional orit’s important to evaluate key factors, such local pages, the planning time will vary.as how the audience for each of your pages
  • 10. 10 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012If my brand wants to implement I want to get started today.this new feature and we are What do I do?using a CMS tool like Buddy The Social@Ogilvy team can set up timeMedia, how does this affect us? to walk through this new feature as wellJohn Bell, Global Managing Director, Social@ as discuss its implications for your brand.Ogilvy spoke to Buddy Media about Global Contact your Ogilvy partner representative forPages. Here’s what they had to say: additional details.“This doesn’t really affect us. While thereare no more roll-up pages, it’s really notneeded anymore. Could be something smallerbrands are still interested in doing, if theydon’t have the resources for a full network ofcountry pages, but for big brands, it is not agood option. Our solution for that was moreof a workaround for FB’s shortcomings thananything else. One timeline and one set ofinsights was never a recommended solution.But now, brands can use the new FB nativecapes [capabilities] to have a single URL/page name with a redirect, consolidated fanbase. There is a ton of value in managing allseparate country pages in one place via ourtools. Category tabs, seeded posts, unifiedanalytics, better permissions, work flowmanagement, other networks, and the otherstandard benefits by using a platform.”
  • 11. About Social@OgilvyS ocial@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practiceleverages social media expertise across all Ogilvy & Mather disciplines,offering an extensive list of services within the foundational businesssolutions – Listening and Analytics; Social Business Solutions; SocialMedia Marketing and Communications; Social Shopping; Social CRM;Social Care; and Conversation Impact.For more information, visit social.ogilvy.com and connect withus at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy.Contact: dan.schreibstein@ogilvy.com and john.bell@ogilvy.com