The document discusses two approaches for building global brands on Facebook: the single page approach and the hub and spoke approach. The single page approach faces challenges with targeting, branding, engagement, reporting, and managing a global community. The hub and spoke approach uses a centralized platform to allow regional teams to post local content while a global team can syndicate messages to relevant regional pages. This approach addresses the challenges of the single page model by improving engagement, targeting, reporting, and management across regional communities.

1. BUILDING GLOBAL BRANDS ON FACEBOOK: HOW MANY PAGES? Global Social Media Strategies January 2011

3. Support campaigns regionally

6. regional campaigns

8. SINGLE PAGE Single page This approach faces challenges in 5 key areas: Targeting Branding Engaging Reporting Managing

9. SINGLE PAGE EngagingA Single Global Page generates less community engagement 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. RESULT: Fans are less likely to scroll through other languages in order to engage with the relevant posts.

10. SINGLE PAGE EngagingReactions to mistargeted posts range from funny to angry. Most have nothing to do with the brand.

11. SINGLE PAGE TARGETINGLanguage, campaign relevancy, and cultural preferences matter. 52.4% of consumers buy only at websites in their language Posted campaigns that don’t apply to every region cause confusion Color preferences vary tremendously by culture Red Bull should expect 17,108 engagements per post*. They average just 18 (virtually zero). *Syncapse studied 16,797 Facebook posts across 276 brands to determine the benchmark EPM (engagements per thousand fans) of 1.15

12. SINGLE PAGE CHALLENGE: Photos, videos, links, notes and events can be regionally targeted in Facebook’s tabs but they generate unfiltered newsfeed updates. RESULT: Fans are inclined to unlike your Page when untargeted content meant for other regions overloads their newsfeed. TargetingTargeted tab content appears in the newsfeeds of all fans

13. SINGLE PAGE 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. RESULT: You won’t be able to draw insights, optimize posts, or pull aggregate campaign-level or social media stats from other networks. ReportingAccurate insights cannot be drawnfrom incomplete reports

14. SINGLE PAGE BrandingSearch results get lost and tabs are empty to some regional fans 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. 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.

15. SINGLE PAGE ManagingCommunity management is time consuming, riskier, & unscalable 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. RESULT: Content is hard to plan. Approvals are done by email. All users must be given full admin access. Other social networks are ignored.

16. HUB AND SPOKE

17. HUB AND SPOKE GLOBAL PLUS REGIONAL PAGES 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.

18. HUB AND SPOKE GLOBAL PLUS REGIONAL PAGES 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.

19. HUB AND SPOKE Engaging & Targeting Campaign messages can be published by local agencies or brand teams to their Pages only Equity messages can be published by the Global team to all Pages at once All posts and responses are archived, measured, actionable, and retrievable.

20. HUB AND SPOKE Reporting Since all posts are published from The Syncapse Platform™to all Pages and social media platforms, you can: Track your engagementsglobally and locally over time Increase community sizes and engagements by optimizing post content and timing per brand or campaign Draw actionable insights from a complete data set

21. HUB AND SPOKE Branding The Worldwide tab aggregates fans across all regional Pages and shows each Page on a clickable global map Top results are all official Pages showing a controlled brand image

22. HUB AND SPOKE Managing The Syncapse Platform™allows you to: Manage all your social touch points from one easy central tool Schedule your posts in advance across time zones Archive and retrieve all your social media activities Create custom workflows to record management and legal approvals Reduce your risk by controlling who can approve and publish your content Keep a time-stamped digital thumbprint of every interaction

23. summary Building global brands on facebook

24. Thank You Let’s start the conversation. Andrew Cherwenka VP Biz Dev a.cherwenka@syncapse.com (647) 638-7049 20 Duncan Street, Suite 301 Toronto, ON M5H 3G8 www.syncapse.com