Marketers are building direct connections with consumers in Facebook and engaging them to:
- build brand equity globally
- support campaigns regionally
- generate actionable insights
They have 2 options when building global Facebook communities: a Single Global Page or Global Plus Regional Pages.
This deck recommends the Global Plus Regional Pages approach and explains why.
Facebook has launched a new structure for global brands, using a new feature called Facebook Global Pages. This new feature allows for one global Facebook page to track insights and metrics across all of its pages. And thereby, have the opportunity to understand fan behavior in one single place and for each page.
Also as part of this change, Facebook offers users a better localized experience, while letting the brand maintain its global presence. Users will automatically be redirected to the most relevant brand page, based on their geographic location, and brands will be able to link to the main global page with a single vanity URL.
The purpose of the POV below is to:
1. discuss the implications of Facebook’s Global Page feature for brands,
2. provide strategies for how brands can leverage this new feature, and
3. provide suggestions in light of this announcement to make content management for Facebook more effective.
Facebook has launched a new structure for global brands, using a new feature called Facebook Global Pages. This new feature allows for one global Facebook page to track insights and metrics across all of its pages. And thereby, have the opportunity to understand fan behavior in one single place and for each page.
Also as part of this change, Facebook offers users a better localized experience, while letting the brand maintain its global presence. Users will automatically be redirected to the most relevant brand page, based on their geographic location, and brands will be able to link to the main global page with a single vanity URL.
The purpose of the POV below is to:
1. discuss the implications of Facebook’s Global Page feature for brands,
2. provide strategies for how brands can leverage this new feature, and
3. provide suggestions in light of this announcement to make content management for Facebook more effective.
The complete guide about Facebook Global pages that will help you to understand about the setup of global pages.
To know more about Facebook Global pages, read this useful blog:http://www.digitalknock.com/facebook-global-pages/
A primer to those already familiar with Facebook through personal profiles and the old style Pages. It addresses the new
upgrades, and provides ideas and thought starters to help you create - or
improve - your brand’s presence.
Facebook has launched a new structure for global brands, using a new feature called Facebook Global Pages. This new feature allows for one global Facebook page to track insights and metrics across all of its pages. And thereby, have the opportunity to understand fan behavior in one single place and for each page.
Also as part of this change, Facebook offers users a better localized experience, while letting the brand maintain its global presence. Users will automatically be redirected to the most relevant brand page, based on their geographic location, and brands will be able to link to the main global page with a single vanity URL.
The purpose of the POV below is to:
1. discuss the implications of Facebook’s Global Page feature for brands,
2. provide strategies for how brands can leverage this new feature, and
3. provide suggestions in light of this announcement to make content management for Facebook more effective.
Facebook has launched a new structure for global brands, using a new feature called Facebook Global Pages. This new feature allows for one global Facebook page to track insights and metrics across all of its pages. And thereby, have the opportunity to understand fan behavior in one single place and for each page.
Also as part of this change, Facebook offers users a better localized experience, while letting the brand maintain its global presence. Users will automatically be redirected to the most relevant brand page, based on their geographic location, and brands will be able to link to the main global page with a single vanity URL.
The purpose of the POV below is to:
1. discuss the implications of Facebook’s Global Page feature for brands,
2. provide strategies for how brands can leverage this new feature, and
3. provide suggestions in light of this announcement to make content management for Facebook more effective.
The complete guide about Facebook Global pages that will help you to understand about the setup of global pages.
To know more about Facebook Global pages, read this useful blog:http://www.digitalknock.com/facebook-global-pages/
A primer to those already familiar with Facebook through personal profiles and the old style Pages. It addresses the new
upgrades, and provides ideas and thought starters to help you create - or
improve - your brand’s presence.
Overview of the changes to brand pages with the introduction of Facebook Timeline. Screenshots of several brand examples with different elements being highlighted. Cover photo rules and dimensions discusses, along with apps, paid media and landing pages. Deck from presentation to colleagues. Feel free to get in touch with questions.
Marketer's guide to Facebook timeline: Tips for brands and marketers for the ...Jack Morton Worldwide
On 29 Feb 2012, Facebook launched its Timeline layout for brand Pages and several new advertising products. The new layout will have an impact on what brands have built on Facebook in the past and how brands can best use Facebook in the future.
What's your timeline for making the most of the new layout? How about starting now?
Jack’s guide to Facebook Timeline suggests new best practices and addresses how the changes put brands over communities, could distract marketers from the News Feed, necessitate visualization and encourage storytelling through brand heritage.
Facebook "Pages" represents an inexpensive way for organizations and brands to establish a social networking presence. Pages can be used to create brand awareness, generate leads, introduce a product/campaign, improve reputation, collect data/content, keep an ongoing dialogue with customers
Oxford Communications is an agency deeply committed to understanding the way consumers live, eat, sleep, socialize, make decisions and (ultimately) buy. So, believe me, we definitely like tracking changes. This report is less about how consumers change, and more about the nitty gritty details of the recent changes to Facebook - the platform that fuels the social lives of half of the people living in the United States.
On Feb. 10, 2011, Facebook released its first major update to Facebook Pages, its product offering for businesses, in over six months. The changes, billed by Facebook as ‘upgrades’, move Pages closer to the newly re-designed Facebook Profile Pages, which users have been enjoying (or complaining about) since Dec. 2010.
Rewriting the Rules of Global Social MediaAttention
Last week, Facebook announced the rollout of Global Pages, allowing brands to
seamlessly establish one, centralized global identity. Fresh off of their 1 billion user
milestone, Global Pages confirms that Facebook is investing in the brand and consumer
experience by allowing brands to create one overarching global community for fans and
brands alike
Facebook Graph Search - Implications for Brand PagesDavid Jones
On January 15, 2013 Facebook launched Graph Search, an enhnanced search functionality aimed at Facebook users. With very little said about the impact of this feature on Brand Pages, this POV outlines the new feature and the things Brand Page admins should be taking into consideration in preparation for the launch of Graph Search in the future.
Client report for PR and advertising agency offering guidance into digital marketing, SEO, and social media strategy as well as website recommendations for improvement. Brand bible for agency to use throughout relationship with Pro Feet Inc., a small business specializing in athletic performance socks
Brands are building direct connections with consumers in Facebook and engaging them to build brand equity globally, support campaigns regionally, and generate actionable insights. But how can they do this best? This deck presents the 2 models: Single Page and Hub & Spoke.
Global Brands in Social Media: BlackBerry and Starbucks Case StudiesAndrew Cherwenka
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.
Hiring the right fit for the right role is the most important thing you will probably ever do as manager. Use these three basic questions to define the role, responsibilities and requirements to successfully hire your next social media or community manager.
Tech Talk with HYFN: Building Integrated Social Campaigns for the Nations Top...Digiday
Leading digital creative agency HYFN will discuss the HYFN Full Social Stack (FSS), an integrated and innovative approach to social campaigns. Learn how they take an initiative from strategy to launch to reporting using a bold vision, a finely tuned production process, and their proprietary social listening platform, HYFN8.
How Can Social CRM Drive Marketing Results, Richard Jones, Engage SciencesOur Social Times
This session will examine how marketing results can be supported by a Social CRM approach. Using experience gained from running 1000s of social media campaigns with brands such as Nokia, Stella Artois and Rakuten across more than 50 countries, Richard will discuss how it is Social CRM data that is beginning to shape the way brands approach social marketing programs.
Overview of the changes to brand pages with the introduction of Facebook Timeline. Screenshots of several brand examples with different elements being highlighted. Cover photo rules and dimensions discusses, along with apps, paid media and landing pages. Deck from presentation to colleagues. Feel free to get in touch with questions.
Marketer's guide to Facebook timeline: Tips for brands and marketers for the ...Jack Morton Worldwide
On 29 Feb 2012, Facebook launched its Timeline layout for brand Pages and several new advertising products. The new layout will have an impact on what brands have built on Facebook in the past and how brands can best use Facebook in the future.
What's your timeline for making the most of the new layout? How about starting now?
Jack’s guide to Facebook Timeline suggests new best practices and addresses how the changes put brands over communities, could distract marketers from the News Feed, necessitate visualization and encourage storytelling through brand heritage.
Facebook "Pages" represents an inexpensive way for organizations and brands to establish a social networking presence. Pages can be used to create brand awareness, generate leads, introduce a product/campaign, improve reputation, collect data/content, keep an ongoing dialogue with customers
Oxford Communications is an agency deeply committed to understanding the way consumers live, eat, sleep, socialize, make decisions and (ultimately) buy. So, believe me, we definitely like tracking changes. This report is less about how consumers change, and more about the nitty gritty details of the recent changes to Facebook - the platform that fuels the social lives of half of the people living in the United States.
On Feb. 10, 2011, Facebook released its first major update to Facebook Pages, its product offering for businesses, in over six months. The changes, billed by Facebook as ‘upgrades’, move Pages closer to the newly re-designed Facebook Profile Pages, which users have been enjoying (or complaining about) since Dec. 2010.
Rewriting the Rules of Global Social MediaAttention
Last week, Facebook announced the rollout of Global Pages, allowing brands to
seamlessly establish one, centralized global identity. Fresh off of their 1 billion user
milestone, Global Pages confirms that Facebook is investing in the brand and consumer
experience by allowing brands to create one overarching global community for fans and
brands alike
Facebook Graph Search - Implications for Brand PagesDavid Jones
On January 15, 2013 Facebook launched Graph Search, an enhnanced search functionality aimed at Facebook users. With very little said about the impact of this feature on Brand Pages, this POV outlines the new feature and the things Brand Page admins should be taking into consideration in preparation for the launch of Graph Search in the future.
Client report for PR and advertising agency offering guidance into digital marketing, SEO, and social media strategy as well as website recommendations for improvement. Brand bible for agency to use throughout relationship with Pro Feet Inc., a small business specializing in athletic performance socks
Brands are building direct connections with consumers in Facebook and engaging them to build brand equity globally, support campaigns regionally, and generate actionable insights. But how can they do this best? This deck presents the 2 models: Single Page and Hub & Spoke.
Global Brands in Social Media: BlackBerry and Starbucks Case StudiesAndrew Cherwenka
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.
Hiring the right fit for the right role is the most important thing you will probably ever do as manager. Use these three basic questions to define the role, responsibilities and requirements to successfully hire your next social media or community manager.
Tech Talk with HYFN: Building Integrated Social Campaigns for the Nations Top...Digiday
Leading digital creative agency HYFN will discuss the HYFN Full Social Stack (FSS), an integrated and innovative approach to social campaigns. Learn how they take an initiative from strategy to launch to reporting using a bold vision, a finely tuned production process, and their proprietary social listening platform, HYFN8.
How Can Social CRM Drive Marketing Results, Richard Jones, Engage SciencesOur Social Times
This session will examine how marketing results can be supported by a Social CRM approach. Using experience gained from running 1000s of social media campaigns with brands such as Nokia, Stella Artois and Rakuten across more than 50 countries, Richard will discuss how it is Social CRM data that is beginning to shape the way brands approach social marketing programs.
NMS team members Alex Redmond (Mid-Atlantic Business Development) and Leslie Bradshaw (Communications Manager) shared social media best practices and specific ideas for the agriculture industry during two presentations to the DC Ag Communicators in May and June 2009.
DC Ag Communicators - Social Media for AgricultureLeslie Bradshaw
This is a deck that I put together with a colleague of mine at New Media Strategies, Alex Redmond, to present to the DC Ag Communicators -- a group of professional communicators who work on behalf of various agriculture organizations in Washington, DC.
The content is a combination of my personal experience as a digital strategist executing dozens of social media campaigns, as well as my specific experience using social media with my family and their vineyard in Oregon (Bradshaw Vineyards | Willamette Valley, OR).
Nuke Suite, one unique tool to activate and supervise all your Social Marketing operations.
1 platform, 5 modules.
Engage
Create, validate, schedule and publish content across all social accounts.
Answer
Moderate all Fan Content, assign and manage tasks with team members.
Analyse
Analyse communities, engagement, content perf ‘& competitors.
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Create web and mobile-compatible social-optimised applications.
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Score and segment fan profiles as well as export to CRM tools.
I'm curious to know how people view the differences between "utility" vs. "content" in social media.
Most major web and wireless success stories are rooted in utility, not content-- Facebook (social networking), Twitter (microblogging), Google (Search), YouTube (video sharing), Flickr (media sharing), Eventful (event planning), Match (date facilitation), etc. That said, there is always a dance between "broad" and "niche" in media and commerce. Walmart sells shoes and computers but Nike Town and Apple Store do pretty well. ABC, NBC and CBS are broadcasters, but nichecasters Food Network, SyFy and Cartoon Network are killin' it.
So what happens as "utility" gets subsumed by "affinity"? That is, there is "genetic engineering" happening right now around cross-pollinating editorial cultural (Hollywood, Publishing, etc) with utility culture (Silicon Valley, Silicon Alley, Silicon Slopes, etc). Can Facebook be all things to all passion/affinity groups? Or is there an opportunity to provision integrated social marketing and messaging (ISM) apps that merge editorial POV with utility focused on a single affinity group (golfers, foodies, church-goers, brides-to-be, moms, etc)?
To start the discussion, I've included "Six Slides on Social Nicheworking" from the original blog post at http://jimbanister.com/?p=324
Kick ass social media strategy to win electionsSimplify360
The presentation is the hands on training for using Social Media in Politics. It is specifically targeted towards using Social Media targeting Indian Assembly Elections 2014. #election2014
Social media in the enterprise has predominantly been a haven for marketers, who use its power to engage target audiences along multiple points of the conversion funnel, while being able to track the eicacy of messages and content in a very precise way.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
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Building Global Brands on Facebook: How Many Pages?
1. BUILDING GLOBAL BRANDS ON
FACEBOOK: HOW MANY PAGES?
Global Social Media Strategies
September 2010
2. APPROACHES
OBJECTIVES
Marketers are building direct connections with
consumers in Facebook and engaging them to:
• Build brand equity globally
• Support campaigns regionally
• Generate actionable insights
2
3. APPROACHES
APPROACHES
You have two options when building
your global Facebook communities:
Single global page Global plus regional pages
3
6. APPROACHES
SINGLE GLOBAL PAGE
Let’s say a UK employee wants to post a local UK status update to their
wall. They’ll have to do it directly through Facebook’s admin screen
instead of a centralized publishing platform*.
XYZ
BRAND
*The Facebook API allows for targeted content to tabs only
6
7. APPROACHES
SINGLE GLOBAL PAGE
If they hit the little lock icon and filter the location before
publishing then only UK fans see the update.
7
8. APPROACHES
SINGLE GLOBAL PAGE
Unfortunately this approach faces challenges in 5 key areas:
XYZ
Targeting Branding
Engaging Reporting Managing
We’ll look at each challenge then describe how a central publishing
platform enables the preferred option: Global Plus Regional Pages.
8
10. SINGLE GLOBAL PAGE - CHALLENGES
ENGAGING
A Single Global Page generates
less community engagement
CHALLENGE: Most Facebook
interactions occur on the wall, not on
tabs. When local posts are not geo-
targeted due to human error or lack of
training the wall gets cluttered with noise
from all languages.
RESULT: Fans are less likely to scroll
through other languages in order to
engage with the relevant posts.
10
11. SINGLE GLOBAL PAGE - CHALLENGES
TARGETING
Targeted tab content shows up in
the newsfeeds of all global fans
CHALLENGE: Photos, videos, links,
notes and events can be regionally
targeted in Facebook’s tabs but they
generate unfiltered global wall and
newsfeed updates.
RESULT: Fans are inclined to unlike
your Page when untargeted content
meant for other regions overloads their
newsfeed.
11
12. SINGLE GLOBAL PAGE - CHALLENGES
REPORTING
Accurate insights cannot be drawn
since reports are incomplete
CHALLENGE: Because these post
have to go through Facebook’s admin
screen and not a central publishing
platform 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.
12
13. SINGLE GLOBAL PAGE - CHALLENGES
BRANDING
Search results may be lost and tabs
will be 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.
13
14. SINGLE GLOBAL PAGE - CHALLENGES
MANAGING
Community management is more time
consuming, riskier, and doesn’t scale
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.
14
16. GLOBAL PLUS REGIONAL
GLOBAL PLUS REGIONAL PAGES
XYZ
BRAND
SocialTALK™ is a centralized platform to address these challenges. UK teams can
post local content through SocialTALK™ to the UK Page only, eliminating the
engaging and targeting issues.
16
17. GLOBAL PLUS REGIONAL
GLOBAL PLUS REGIONAL PAGES
XYZ
BRAND
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 SocialTALK™. All responses flow through SocialTALK™
allowing for influencer identification, complete reporting, and insight generation.
17
18. GLOBAL PLUS REGIONAL
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.
18
19. GLOBAL PLUS REGIONAL
REPORTING
Since all posts are published
from SocialTALK™ to all Pages
and social media platforms,
you can:
Track your engagements
globally 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
19
20. GLOBAL PLUS REGIONAL
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
20
21. GLOBAL PLUS REGIONAL
MANAGING
SocialTALK™ 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
21
22. SUMMARY
BUILDING GLOBAL BRANDS ON FACEBOOK
Other Publishing Platforms SocialTALK™ by Syncapse
Single Global Page Global Plus Regional Pages
Engaging Fans are less likely to scroll through other All content is the right language and regional
languages in order to engage with the relevant content; users are more likely to engage with it and
posts they understand spread it to their social graphs
Targeting Fans are inclined to unlike your Page when Campaign messages can be published by local
untargeted content and languages meant for agencies or teams; Equity messages can be
other regions overloads their newsfeeds published by global teams with one click
Reporting You won’t be able to draw insights, optimize Engagements can be tracked globally and locally,
posts, or pull aggregate, campaign, or posts can be optimized per brand or campaign,
network-wide stats actionable insights can be drawn
Branding Your brand might be shown first by off-brand All Pages are centrally and locally controlled with
fan Pages; regions may fight in a “land grab” consistent branding; top results are all official
to get their own contests brand Pages
Managing Content is hard to plan, approvals are done by Cross-channel management, scheduling,
email, all users must be given full admin archiving, retrieving, custom workflows, 3 levels of
access, and other social networks are ignored authority, digital thumbprints
22
23. Thank You
Let’s start the conversation.
Andrew Cherwenka
VP Sales – US
a.cherwenka@syncapse.com
(646) 267-2474
41 East 11th St, 11th Floor
New York, NY, USA
10003
www.syncapse.com