The document outlines the 'parent-child' model used by brands on Facebook, where a main brand page ('parent') connects to local location pages ('child'). This model allows brands to manage consistent messaging, localization, and promotional offerings while providing fans easy access to local store information and deals. It also discusses the importance of third-party tools for managing and curating content across these linked pages.

1. Parent-Child Local Pages
Stephanie King

2. Agenda
Parent-Child Overview
Why it Matters to Brands
Why it Matters to Fans
Localized Case Studies
Vendors
Takeaways
Appendix
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3. “Parent-Child” Model
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4. Overview
Parent-Child: relationship between main Facebook brand Page “parent,”
and local location Pages,“child”
e.g. Applebee’s Page vs. Brooklyn Applebee’s Page
parent child 4

5. Overview
To connect local “child” Pages with main “parent” Pages, Facebook
includes a link below the name on child Pages back to parent Page
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6. Overview
Likes & check-ins add up!
Check-ins and Likes from child Places or locations are
included in parent Page’s overall likes and check-ins
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7. Locating a Child Page
1. Search Facebook for main parent Page
2.Visit LOCATIONS tab
3. Options:
enter Zip code into Bing-powered map,
or hover over location on map,
or select from drop down list 7

8. Why it Matters
Implications for brands & fans
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9. Why Parent-Child model matters for brands
Connects brick &
mortar stores
with larger brand
Manage
consistent
Easier to
messaging,
localize voice
logos, slogans,
deals
Can encourage
local ad spend
to gain more
fans/traffic
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10. Why Parent-Child model matters for brands
Parent-child tool for Admins
Full control over children Places
(edit info, post or moderate content, change
settings, install apps)
View all children Places,
including store ID, address, Likes, check-ins
Admin can choose to make “Locations” tab visible
Not available to all brands
Need rep, 5 locations, ad spend
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11. Why Parent-Child model matters for brands
Brands have more control!
Quickly remove questionable posts from local admins/fans
Monitor performance of child Pages - if local reps are active
Push changes to all Pages at once - settings, apps, content
Manage launch of contests or sweepstakes apps,
regionally or nationwide
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12. Why Parent-Child model matters for fans
Easily locate
your local
store, hours,
address, etc.
Navigate Content can feel
between your personalized - find
local, relevant deals,
local location &
promos, coupons,
bigger brand contests
Potentially
engage with local
reps/employees
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13. Case studies
Local approaches to Parent-Child system
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14. Formats to link Parent & Child Pages
A Apps on parent Page, with curated local content on custom local tab
B Apps on parent Page, with curated local content on custom local tab
that redirects fans to individual separate child Pages
C Individual separate child Pages from the corporate parent Page
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15. A Apps: curated content in local tab
enter Zip code into custom tab active local tab or less active, but still relevant
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16. A Apps: curated content in local tab
search for your local location provided w/local curated deals & specials
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17. A Apps: curated content in local tab
set up an appointment through custom tab enter Zip code & book appointment 17

18. B Apps: curated content in local tab; redirects to child Pages
enter Zip code on local tab like-gate encourages fans to seamlessly redirects to a
like their local store seperate local store/child Page
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19. C Individual parent & child Pages
or
search for local store active local child Page vs. stagnant local child Page
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20. Vendors
Third Party tools for
management & content curation
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21. Vendor Options
PARENT-CHILD MANAGEMENT TOOLS CONTENT CURATION TOOLS
Helps agency or brand to manage Parent Helps populate local tab with
Page & all smaller local Child Pages relevant info for fans
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22. Parent-Child Model Management: Expion
Dashboard allows brand to control content/apps on all pages
Pre-populate calendars with assets for local Pages
Engagement dashboard; respond right in platform
Hierarchy of approvals
View competitor stats
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23. Parent-Child Model Management: Hearsay Social
Brand can control messaging across all Pages
Empowers brands to choose either a HearSay
rep, an agency, or themselves to engage/
respond on Pages
Works across other social channels
Search for mentions or content of your brand
Robust analytics
Rogue page finder
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24. Content to populate custom local tabs: Curation Station
Curates content across the web relevant to brand
Twitter Image of latest promo - Aggregates & pushes content from Twitter, blogs, RSS feeds,
Stream, like a big photo of the and websites to a customized tab
local Arby’s Fish Sandwich
tweets
Possible format could include carousel of local photos, videos
if possible
Helps create more personalized content on a local level
Photo:
fan in PHOTO PHOTO
local
Arby’s
Comp example of Local
module that agency would
Video - local fans at in-store event
provide Curation Station
to populate
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25. Content to populate custom local tabs: Percolate
Curates content across the web relevant to brand
With Percolate, would need to build custom tab
Create keyword list for Percolate to identify
relevant content
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26. Takeaways
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27. Takeaways
BRAND BENEFITS
•Connects local stores w/larger brand
•Consistent messaging/app deployment
•Can localize voice
FAN BENEFITS
•Access to local info- hours, address
•Personalized content: deals, promos,
coupons
•Ability to easily visit Parent brand
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28. Takeaways
3 WAYS TO APPROACH PARENT-CHILD
•Apps on Parent Page w/curated content within a local tab
•Apps on Parent Page w/curated content that redirect to child Page
•Separate Parent & Child Pages
THIRD PARTY VENDORS
•Management and creating/curating relevant local content
•Management tools: HearSay Social and Expion
•Content management tools: Curation Station and Percolate
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29. THANKS!
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