Global Facebook Strategies: How Many Pages?
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17-Oct-2014 -
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Transcript of 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 [email protected](647) 638-7049
20 Duncan Street, Suite 301Toronto, ONM5H 3G8
www.syncapse.com
Thank You