global facebook strategies: how many pages?

BUILDING GLOBAL BRANDS ON FACEBOOK: HOW MANY PAGES?

Global Social Media StrategiesJanuary 2011

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APPROACHES

Marketers are building direct connections with consumers in Facebook and engaging them to:

• Build brand equity globally• Support campaigns regionally• Generate actionable insights

OBJECTIVES

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APPROACHES

You have two options when buildingyour global Facebook communities:

APPROACHES

Single PageHub and Spoke

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APPROACHES

Syncapse recommends the Hub and Spoke modelfor brands requiring:

- multiple languages- regional campaigns- cultural adaptation

APPROACHES

SINGLE PAGE

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SINGLE PAGE

This approach faces challenges in 5 key areas:

SINGLE PAGE

Engaging

Targeting

Reporting

Branding

Managing

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SINGLE PAGE

ENGAGINGA Single Global Page generates less community engagementCHALLENGE: 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.

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SINGLE PAGE

ENGAGINGReactions to mistargeted posts range from funny to angry. Most have nothing to do with the brand.

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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

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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

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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 drawn from incomplete reports

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SINGLE PAGE

BRANDINGSearch results get lost and tabs are empty to some regional fansCHALLENGE: 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.

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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.

HUB AND SPOKE

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HUB AND SPOKE

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.

GLOBAL PLUS REGIONAL PAGES

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HUB AND SPOKE

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.

GLOBAL PLUS REGIONAL PAGES

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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.

ENGAGING & TARGETING

HUB AND SPOKE

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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

REPORTING

HUB AND SPOKE

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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

BRANDING

HUB AND SPOKE

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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

MANAGING

HUB AND SPOKE

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SUMMARY

BUILDING GLOBAL BRANDS ON FACEBOOK

Other Publishing ToolsSingle Page

The Syncapse Platform™

Hub and Spoke

Engaging Fans are less likely to scroll through other languages in order to engage with the relevant posts they understand

All content is the right language and regional content; users are more likely to engage with it and spread it to their social graphs

Targeting Fans are inclined to unlike your Page when untargeted content and languages meant for other regions overloads their newsfeeds

Campaign messages can be published by local agencies or teams; Equity messages can be published by global teams with one click

Reporting You cannot draw insights, optimize posts, or pull aggregate, campaign, or network-wide stats from incomplete data

Engagements can be tracked globally and locally, posts can be optimized per brand or campaign, actionable insights can be drawn

Branding Your brand might be shown first by off-brand fan Pages; regions may fight in a “land grab” to get their own contests

All Pages are centrally and locally controlled with consistent branding; top results are all official brand Pages

Managing Content is hard to plan, approvals are done by email, all users must be given full admin access, and other social networks are ignored

Cross-channel management, scheduling, archiving, retrieving, custom workflows, 3 levels of authority, digital thumbprints

Let’s start the conversation.

Andrew CherwenkaVP Biz Deva.cherwenka@syncapse.com(647) 638-7049

20 Duncan Street, Suite 301Toronto, ONM5H 3G8

www.syncapse.com

Thank You