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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.

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.

Published in: Business, Technology
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Global Brands in Social Media: BlackBerry and Starbucks Case Studies

  1. 1. Building Global Brands Online<br />How brands like BlackBerry and Starbucks are building, managing and measuring highly engaged local communities<br />
  2. 2. 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>Coca-Cola<br />Brand:<br />1 Page<br />17.5M fans<br />Daily posts<br />
  5. 5. Coca-Cola<br />Community:<br />5,783 interactions<br />English-only posts<br />Multilingual responses<br />
  6. 6. Starbucks<br />Main Page:<br />1 Main Page<br />17.3M fans<br />Global map<br />
  7. 7. Starbucks Taiwan<br />25 Regional Pages<br />394k fans<br />2,321 interactions<br />100% Chinese<br />
  8. 8. Approaches<br />There are two options when building a Global Facebook community:<br />Single Global Page<br />Global Plus Regional<br />
  9. 9. Approaches<br />For most brands we recommend the Global Plus Regional approach<br />
  10. 10. Considerations<br />Consider five key social factors:<br />Targeting<br />Branding<br />Engaging<br />Reporting<br />Managing<br />
  11. 11. Engaging<br />A Single Global Page generates less engagement due to:<br />Irrelevant posts<br />Noisy walls<br />Geo-targeting misses<br />
  12. 12. Engaging<br />Reactions to mistargeted posts vary:<br />Humorous<br />Angry<br />Instructive<br />But none are about the brand.<br />
  13. 13. Engaging<br />
  14. 14. Engaging<br />
  15. 15. Engaging<br />The 8 biggest brands average 0.4 interactions per 1k fans<br />
  16. 16. Engaging<br />Starbucks has regional Pages like Taiwan & Argentina with over 15x those interaction ratings<br />
  17. 17. Engaging<br />Blackberry has regional Pages like Indonesia & Mexico with over 10x those interaction ratings<br />
  18. 18. Branding<br />Search results can get buried by UGC Pages:<br />The main Adidas Page is actually the 36th result<br />
  19. 19. Branding<br />Many official Pages allow you to own the first key search results<br />
  20. 20. Reporting<br />Aggregate insights can only be drawn from a central publishing platform<br />Geo-targeted posts must bypass platforms and cannot be aggregated<br />Platforms allow you to draw actionable insights across Facebook, Twitter, YouTube, WordPress<br />
  21. 21. Reporting<br />Publishing platforms can pull in all comments and identify the most influential responders in your community<br />Frequency<br />Propagation<br />Recency<br />Reach<br />Tone<br />
  22. 22. Managing<br />Community management on a global scale is often time-consuming and risky<br />Use a platform to govern access and workflow instead of granting full access to everybody<br />Scale globally with control<br />
  23. 23. Summary<br />Regional teams post local content to their own Page<br />
  24. 24. Summary<br />Global teams syndicate equity messages to all Pages at once<br />
  25. 25. Thank You<br />Let’s start the conversation.<br />Andrew Cherwenka<br />VP Sales – US<br /><br />(646) 267-2474<br />41 East 11th St, 11th Floor<br />New York, NY, USA<br />10003<br /><br />