BUILDING GLOBAL BRANDS ON FACEBOOK:  HOW MANY PAGES?<br />Global Social Media Strategies<br />January 2011<br />
approaches<br />Objectives<br />Marketers are building direct connections with consumers in Facebook and engaging them to:...
Support campaigns regionally
Generate actionable insights</li></li></ul><li>approaches<br />Approaches<br />You have two options when buildingyour glob...
approaches<br />Approaches<br />Syncapse recommends <br />the Hub and Spoke model<br />for brands requiring:<br /><ul><li>...
 regional campaigns
 cultural adaptation</li></li></ul><li>Single Page<br />
SINGLE PAGE<br />Single page<br />This approach faces challenges in 5 key areas:<br />Targeting<br />Branding<br />Engagin...
SINGLE PAGE<br />EngagingA Single Global Page generates less community engagement<br />CHALLENGE:  When local posts are no...
SINGLE PAGE<br />EngagingReactions to mistargeted posts range from funny to angry.  Most have nothing to do with the brand...
SINGLE PAGE<br />TARGETINGLanguage, campaign relevancy, and cultural preferences matter.<br />52.4% of consumers buy only ...
SINGLE PAGE<br />CHALLENGE:  Photos, videos, links, notes and events can be regionally targeted in Facebook’s tabs but the...
SINGLE PAGE<br />CHALLENGE: Despite best efforts and training, most brands and their agencies still bypass platforms when ...
SINGLE PAGE<br />BrandingSearch results get lost and tabs are empty to some regional fans<br />CHALLENGE:  Your sole Offic...
SINGLE PAGE<br />ManagingCommunity management is time consuming, riskier, & unscalable<br />CHALLENGE:  Bypassing the plat...
HUB AND SPOKE<br />
HUB AND SPOKE<br />GLOBAL PLUS REGIONAL PAGES<br />The Syncapse Platform™is a centralized platform to address these challe...
HUB AND SPOKE<br />GLOBAL PLUS REGIONAL PAGES<br />Global teams can syndicate equity messages to relevant regional pages i...
HUB AND SPOKE<br />Engaging & Targeting<br />Campaign messages can be published by local agencies or brand teams to their ...
HUB AND SPOKE<br />Reporting<br />Since all posts are published from The Syncapse Platform™to all Pages and social media p...
HUB AND SPOKE<br />Branding<br />The Worldwide tab aggregates fans across all regional Pages and shows each Page on a clic...
HUB AND SPOKE<br />Managing<br />The Syncapse Platform™allows you to:<br />Manage all your social touch points from one ea...
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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 this best? This deck presents the 2 models: Single Page and Hub & Spoke.

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Global Facebook Strategies: How Many Pages?

  1. 1. BUILDING GLOBAL BRANDS ON FACEBOOK: HOW MANY PAGES?<br />Global Social Media Strategies<br />January 2011<br />
  2. 2. approaches<br />Objectives<br />Marketers are building direct connections with consumers in Facebook and engaging them to:<br /><ul><li>Build brand equity globally
  3. 3. Support campaigns regionally
  4. 4. Generate actionable insights</li></li></ul><li>approaches<br />Approaches<br />You have two options when buildingyour global Facebook communities:<br />Single Page<br />Hub and Spoke<br />
  5. 5. approaches<br />Approaches<br />Syncapse recommends <br />the Hub and Spoke model<br />for brands requiring:<br /><ul><li> multiple languages
  6. 6. regional campaigns
  7. 7. cultural adaptation</li></li></ul><li>Single Page<br />
  8. 8. SINGLE PAGE<br />Single page<br />This approach faces challenges in 5 key areas:<br />Targeting<br />Branding<br />Engaging<br />Reporting<br />Managing<br />
  9. 9. SINGLE PAGE<br />EngagingA Single Global Page generates less community engagement<br />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.<br />RESULT: Fans are less likely to scroll through other languages in order to engage with the relevant posts.<br />
  10. 10. SINGLE PAGE<br />EngagingReactions to mistargeted posts range from funny to angry. Most have nothing to do with the brand.<br />
  11. 11. SINGLE PAGE<br />TARGETINGLanguage, campaign relevancy, and cultural preferences matter.<br />52.4% of consumers buy only at websites in their language<br />Posted campaigns that don’t apply to every region cause confusion<br />Color preferences vary tremendously by culture<br />Red Bull should expect 17,108 engagements per post*. They average just 18 (virtually zero).<br />*Syncapse studied 16,797 Facebook posts across 276 brands to determine the benchmark EPM (engagements per thousand fans) of 1.15<br />
  12. 12. SINGLE PAGE<br />CHALLENGE: Photos, videos, links, notes and events can be regionally targeted in Facebook’s tabs but they generate unfiltered newsfeed updates. <br />RESULT: Fans are inclined to unlike your Page when untargeted content meant for other regions overloads their newsfeed.<br />TargetingTargeted tab content appears in the newsfeeds of all fans<br />
  13. 13. SINGLE PAGE<br />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.<br />RESULT: You won’t be able to draw insights, optimize posts, or pull aggregate campaign-level or social media stats from other networks.<br />ReportingAccurate insights cannot be drawnfrom incomplete reports<br />
  14. 14. SINGLE PAGE<br />BrandingSearch results get lost and tabs are empty to some regional fans<br />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.<br />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.<br />
  15. 15. SINGLE PAGE<br />ManagingCommunity management is time consuming, riskier, & unscalable<br />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.<br />RESULT: Content is hard to plan. Approvals are done by email. All users must be given full admin access. Other social networks are ignored.<br />
  16. 16. HUB AND SPOKE<br />
  17. 17. HUB AND SPOKE<br />GLOBAL PLUS REGIONAL PAGES<br />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.<br />
  18. 18. HUB AND SPOKE<br />GLOBAL PLUS REGIONAL PAGES<br />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.<br />
  19. 19. HUB AND SPOKE<br />Engaging & Targeting<br />Campaign messages can be published by local agencies or brand teams to their Pages only<br />Equity messages can be published by the Global team to all Pages at once<br />All posts and responses are archived, measured, actionable, and retrievable.<br />
  20. 20. HUB AND SPOKE<br />Reporting<br />Since all posts are published from The Syncapse Platform™to all Pages and social media platforms, you can:<br />Track your engagementsglobally and locally over time<br />Increase community sizes and engagements by optimizing post content and timing per brand or campaign<br />Draw actionable insights from a complete data set <br />
  21. 21. HUB AND SPOKE<br />Branding<br />The Worldwide tab aggregates fans across all regional Pages and shows each Page on a clickable global map<br />Top results are all official Pages showing a controlled brand image<br />
  22. 22. HUB AND SPOKE<br />Managing<br />The Syncapse Platform™allows you to:<br />Manage all your social touch points from one easy central tool<br />Schedule your posts in advance across time zones<br />Archive and retrieve all your social media activities<br />Create custom workflows to record management and legal approvals<br />Reduce your risk by controlling who can approve and publish your content<br />Keep a time-stamped digital thumbprint of every interaction<br />
  23. 23. summary<br />Building global brands on facebook<br />
  24. 24. Thank You<br />Let’s start the conversation.<br />Andrew Cherwenka<br />VP Biz Dev<br />a.cherwenka@syncapse.com<br />(647) 638-7049<br />20 Duncan Street, Suite 301<br />Toronto, ON<br />M5H 3G8<br />www.syncapse.com<br />

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