1. David Whatley
MISHOP.LOCAL
Facebook Locations for Multi-location Brands
@mishoplocal
https://www.slideshare.net/davidwhatley338

2. What’s the difference …. ?

3. Heathrow Terminal 2 has two Facebook Pages
What’s the difference?

4. Heathrow Terminal 2 has two Facebook Pages
What’s the difference?
Official Page Unofficial Page
Managed Unmanaged
20,289 likes
4021 reviews
802 likes
204 reviews
186,750 visits (check-ins)

5. Are your customers checking-into;
unclaimed,
unmanaged and
unbranded Facebook location pages?

6. ▪ Facebook Place Pages for Multi-location Brands
▪ What they are
▪ How and why they exist
▪ Why they need to be managed
▪ Who should use them
What am I going to talk about?

7. What are Facebook Place Pages?

8. FACEBOOK
BRAND PAGE
FACEBOOK
LOCATION
PAGE
1
FACEBOOK
LOCATION
PAGE
2
FACEBOOK
LOCATION
PAGE
3
FACEBOOK
LOCATION
PAGE
n
Multi-location brands can have
a Facebook Brand Page AND Facebook Location Pages (Place Pages)
Likes
Reviews
Check-ins
Social
Likes
Customer
Interaction
…

9. Multi-location brands can have a Facebook Place Page for each location
connected to the brand page
Locations

10. Location Specific URL
www.facebook.com/Brand+location/
Locations Tab
Locations Name
Location specific:
• Address,
• Category
• Weblinks and
• Opening Times
Locations specific likes & follows
Locations specific reviews
Anatomy of a Place Page

11. Shared
Brand
Content
Shared
Customer
Interactions
Location
Specific
NAP & Map
Location
Specific Likes
& Follows
Location
Specific
Reviews
Location
Specific URL
How Place Pages can vary for multi-location brands

12. How Place Pages appear in “All” search
Places Nearby

13. How Place Pages appear in “Pages” search

14. How Place Pages appear in “Places” search

15. Do you suffer from UFLoPs?
Unofficial Facebook Location Pages
If you are a multi-location brand,
the chances are you do!

16. Unofficial Facebook Location Page
What are UFLoPs?

17. UFLoPs

18. There are two types of UFLoPs
1. Organic UFLoPs
2. User created UFLoPs

19. Organic UFLoP - Created from 3rd party business listings.
Full Address Details.
Not always correct!

20. Full address details
User content
Organic UFLoP - with user content

21. User Created UFLoPs –
Created by users “checking-in” to unlisted locations.
Users can
add
locations

22. User created UFLoP
No address details
User content

23. Facebook is getting better at organic listings,
however,
brands need to make sure they are correct.

24. Why should brands care about location pages?

25. Duplicates and UFLoPs confuse customers wanting to check in
Which one ?

26. Search
UFLoP
Owned
Page
Same location
2 different pages
UFLoPs take traffic away from official pages.

27. UFLoPs take traffic away from official pages.
UFLoPOwned Page
6,944 likes
6,882 follows
7,676 likes
1,923,369 visits

28. Search
Old
(unverified)
New
(verified)
Same location
2 different pages
Duplicates take traffic away from official pages.

29. Duplicates take traffic away from official pages.
Old (standalone) Page. New (verified) Page.
Last reviewed March 2018 Last reviewed in Nov 2015

30. Facebook Local
New
Discover places to go and
events near you!
▪ Facebook and Facebook
Local share the same code
▪ Accurate location information
and branding is important

31. locations come from Facebook locations

32. Google LOCAL ‘knowledge graphs’ links to Facebook local reviews

33. UFLoP interactions are invisible to the brand

34. Yo! offers a great sushi experience!
Many fans check-in and write reviews in Facebook

35. Yo! has a Brand Page with lots of followers
But it does not have
a location tab

36. Yo! has multiple standalone Business Pages

37. Each Yo! branch has a standalone business page

38. Brand Followers Brand Posts are only
seen by brand followers
Branch Followers
Branch Posts
are seen by a
few followers.
Standalone pages lack brand consistency and have a small audience.

39. 39
Facebook Place Pages are a strategic asset that can
magnify the brand
Alone = Diluted Together = Stronger

40. ▪ Greater control
▪ Consistent branding for all locations
▪ Managed centrally
▪ More efficient to administer & monitor customer interactions
▪ Better able to administer local Facebook Ads
The Benefit
of managing Place Pages within a Location Hierarchy

41. Who should use Facebook Place Pages?

42. Who should use Facebook Place Pages?
▪ Brands with locations
▪ Franchises
▪ Concession

43. People love checking-in to luxury brands

44. People love checking-in to luxury brands

45. People like checking-in to cafes

46. People love checking into restaurants

47. Concession Brands

48. Setting-up a Facebook Location Structure

49. There are 3 Facebook location hierarchy options
Most versatile.
Good for franchises
Brand Page
Best of both
Worlds
Brand Page
Local
Heroes
Brand Page
Central Content
Branch Content
Fill in the
Gaps

50. 50
Interaction Type Brand Page Place Pages
Like Yes Yes
Share Yes Yes
Check-In No Yes
Post Optional Optional
Review Optional Optional
Configuring how customers interact with your Brand and Place Pages
Configurable
Fixed

51. 1. Audit your Facebook locations. Identify locations with:
▪ Owned Pages
▪ Unofficial Pages, or
▪ No Pages
2. Devise a strategy for local Facebook management
3. Verify your Brand Page and configure it for locations
4. Set-up Places Pages for each location
5. Merge or delete UFLoPS and owned pages
6. Manage
Process:
Set-up and manage a Facebook Location Structure

52. Takeaways
1. Facebook is going local.
2. Do customers check-in to your brand?
3. Do you know where your customers are checking-in and
are you in control of those places?

53. Thank You

54. For more information, please contact:
MiShop.Local Ltd.
 info@mishoplocal.co.uk
01273 987498
www.mishoplocal.co.uk
© MiShop.Local 2018