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Facebook Parent Child Model


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Considered an old deck now, this covers the parent-child relationship of Facebook pages prior to the Timeline launch for brand pages.

Facebook Parent Child Model

  1. 1. Parent-Child Local Pages Stephanie King
  2. 2. AgendaParent-Child OverviewWhy it Matters to BrandsWhy it Matters to FansLocalized Case StudiesVendorsTakeawaysAppendix 2
  3. 3. “Parent-Child” Model 3
  4. 4. OverviewParent-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. 5. OverviewTo connect local “child” Pages with main “parent” Pages, Facebookincludes a link below the name on child Pages back to parent Page 5
  6. 6. OverviewLikes & check-ins add up!Check-ins and Likes from child Places or locations areincluded in parent Page’s overall likes and check-ins 6
  7. 7. Locating a Child Page1. 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. 8. Why it MattersImplications for brands & fans 8
  9. 9. Why Parent-Child model matters for brands Connects brick & mortar stores with larger brand Manage consistent Easier to messaging, localize voicelogos, slogans, deals Can encourage local ad spend to gain more fans/traffic 9
  10. 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-insAdmin can choose to make “Locations” tab visible Not available to all brands Need rep, 5 locations, ad spend 10
  11. 11. Why Parent-Child model matters for brands Brands have more control! Quickly remove questionable posts from local admins/fansMonitor 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 11
  12. 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 12
  13. 13. Case studiesLocal approaches to Parent-Child system 13
  14. 14. Formats to link Parent & Child PagesA Apps on parent Page, with curated local content on custom local tabB Apps on parent Page, with curated local content on custom local tab that redirects fans to individual separate child PagesC Individual separate child Pages from the corporate parent Page 14
  15. 15. A Apps: curated content in local tab enter Zip code into custom tab active local tab or less active, but still relevant 15
  16. 16. A Apps: curated content in local tab search for your local location provided w/local curated deals & specials 16
  17. 17. A Apps: curated content in local tab set up an appointment through custom tab enter Zip code & book appointment 17
  18. 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 18
  19. 19. C Individual parent & child Pages orsearch for local store active local child Page vs. stagnant local child Page 19
  20. 20. Vendors Third Party tools formanagement & content curation 20
  21. 21. Vendor OptionsPARENT-CHILD MANAGEMENT TOOLS CONTENT CURATION TOOLSHelps agency or brand to manage Parent Helps populate local tab withPage & all smaller local Child Pages relevant info for fans 21
  22. 22. Parent-Child Model Management: ExpionDashboard 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 22
  23. 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 23
  24. 24. Content to populate custom local tabs: Curation Station Curates content across the web relevant to brandTwitter Image of latest promo - Aggregates & pushes content from Twitter, blogs, RSS feeds,Stream, like a big photo of the and websites to a customized tablocal Arby’s Fish Sandwichtweets Possible format could include carousel of local photos, videosif 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 24
  25. 25. Content to populate custom local tabs: PercolateCurates content across the web relevant to brand With Percolate, would need to build custom tab Create keyword list for Percolate to identify relevant content 25
  26. 26. Takeaways 26
  27. 27. TakeawaysBRAND BENEFITS•Connects local stores w/larger brand•Consistent messaging/app deployment•Can localize voiceFAN BENEFITS•Access to local info- hours, address•Personalized content: deals, promos, coupons•Ability to easily visit Parent brand 27
  28. 28. Takeaways3 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 PagesTHIRD PARTY VENDORS•Management and creating/curating relevant local content•Management tools: HearSay Social and Expion•Content management tools: Curation Station and Percolate 27
  29. 29. THANKS! 28