This document discusses strategies for driving a global Facebook marketing campaign. It outlines two options for creating a Facebook presence: a single presence with language versions or multiple presences in each country. It provides examples of companies like Dove and Eat Pray Love that use a unified global page with many language versions. The document also discusses best practices like engaging fans, participating in discussions, and not being redundant across networks. Finally, it summarizes how Starwood Hotels created a massive global community network on Facebook with branded and property-level pages to generate engagement and offers.

2. Driving a Global Facebook Marketing Strategy That Works October 2010 © 2010 Buddy Media. Confidential.

4. Half login daily

5. 500B minutes/month

6. 30B pieces of content shared monthly

7. #1 site in US

8. Global marketing on one platform at scale for the first time!Facebook Penetration (% of online population) Russia: 4% Canada: 60% UK: 63% France: 47% Turkey 83% US: 63% Spain: 40% Indonesia: 100% Philippines: 100% Ghana 43% Chile: 85% Ecuador: 82% Columbia: 79% South Africa: 69% Australia: 55% SOURCE: Hitwise, Facebook.com, Checkfacebook.com. October 2010.

10. Create multiple presences in each country and create large network Once you’ve decided on your strategy -Drive engagement and interaction -Listen to your customers and take action -Build community 5

11. Dove + Global =1 unified Global Page, many versions

13. Metrics are reported in real-time

14. One solution manages every country

16. 10/11/2010 9 Utilize existing databases to grow fan bases

17. Utilize television to drive to Facebook

18. Power to the people – give them choices

19. 10/11/2010 12 Drive conversions within Facebook

20. Utilize “Fan Only” Content

22. If you are in multiple networks, don’t be redundant (e.g. duplicate posts on Twitter and FB).

23. Don’t lose the chance to engage your fans with social experiences. Facebook is meant to share things with friends.

24. Don’t ask closed questions. Get fans to converse with open-ended questions and comments.

25. Don’t ignore the conversations taking place within your newsfeed. Your fans love you. Show them love back by participating in the discussions. 14

26. Starwood creates a global community network October 2010 © 2010 Buddy Media. Confidential.

27. Starwood creates massive network within Facebook 16

29. Attract brand advocates

30. Connection to localized regional pages

31. Drive reservations 17

33. Greater focus around events

34. Greater connection with users who are advocates

35. Create localized presence

36. Drive distinct offers 18

37. Drive from web to Facebook – Implement “Like” Buttons 19

38. Create customized experiences for the user 20

39. Drive fans to engage with content 21

40. SPG rolls out +Global: US, China, Germany/ Single Page

41. SPG + Global: How does it work? United States UK (English) France 1. User has previously selected his or her language when they signed up for Facebook, and Facebook is able to pull their country location and pass that information to us. Our Platform uses the “fb_sig_locale” and the new “fb_sig_country” variables to allow brands to serve custom FB Pages by language and market globally. This methodology does not require a user to ‘click’ or activate for detection. 2. User visits a tab on a brand’s Facebook Page. The Platform detects the user’s language and country and serves a custom experience based on those language and country location parameters. UK (English) France United States (Country: US) (Language: English-US) (Country: UK) (Language: English-UK) (Country: France) (Language: English-US)

42. Thank You! 24