facebook global pages for brands

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Dan Schreibstein, Dhara Naik and Rose Reid November 2012 Facebook Global Pages for Brands

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Page 1: Facebook global pages for brands

Dan Schreibstein, Dhara Naik and Rose Reid November 2012

Facebook Global Pages for Brands

Page 2: Facebook global pages for brands

2 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012

Table of Contents

POV: Facebook Global Pages 3

How does Global Pages affect the functionality of the other pages? 4

Facebook’s Global Pages feature allows a brand to communicate to its customers globally, as well as locally. 5

Why should a brand take advantage of this new feature? 7

How are brands activating Global Pages? 8

Frequently Asked Questions 9

About Social@Ogilvy 11

Page 3: Facebook global pages for brands

3 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012

POV: Facebook Global Pages

Summary

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 this POV 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.

Page 4: Facebook global pages for brands

How does my main brand page work?

There will be one main global page as the default experience just like you are currently used to – local fans will be directed to a bespoke local experience, when created by the brand. Based on the brand’s organizational structure and communication strategy, it will be important to ensure that the default global experience is the main hub of interaction, while other key markets have their own versions as needed.

How will the local page experience differ from the global page?

Each local page will have its own Timeline, cover photo, profile picture, insights, and apps that can be attached to it in addition to what already exists from the global page. Local pages can be created for both single countries or entire regions.

Will my fans hear global brand page or local brand page?

Either, it is the brand’s preference. A fan will always hear from a local or global page, not from both. All fans will “Like” the same brand globally, but fans in regions that have local pages will potentially receive targeted local updates from these as well, depending on the local/regional communication strategy.

4 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012

How does Global Pages affect the functionality of the other pages?

Page 5: Facebook global pages for brands

5 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012

How does my brand utilize this change if I currently have multiple local pages?Take inventory of your current localized pages, and create any additional pages for your major markets. Map out which countries should be assigned to each regional page, and record it in the global pages Excel file provided by your Facebook representative. Be sure to sync with your global team ahead of time, so that they’re aware of the upcoming changes. Add pages to the Global Pages structure one at a time, to get comfortable with the process. If your brand only has a single global brand page, they have to create local pages for key markets, to allow for better targeting and engagement.

How will my fans see posts now?

Brands have two options that are not mutually exclusive with how posts will be displayed:

1 After moving to the new Global Pages framework, Facebook will migrate all fans to the best local Pages for them. Users will always hear from the best market for them.

2 If you want users to stay mapped to their existing Pages the users will continue to hear from whichever Page they liked most recently (but this is not a recommended strategy).

Facebook’s Global Pages feature allows a brand to communicate to its customers globally, as well as locally.

Page 6: Facebook global pages for brands

6 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012

What will happen to Facebook Insights after the transition?

Both global and local pages will have their own set of Insights, measuring the demographics and activity levels of their associated audiences. For example, a local page will only be able to show Insights about fans who are subscribed to that page. The global page, however, will have aggregated insights about fans across all brand pages.

Can admins see country-specific Facebook Insights for the main global page?Not yet. Facebook recommends building a separate page for every country/region for which brands want Insights. For example, if a brand wants US-specific Insights, we recommend creating a US-specific region page. For each page created, there will be an additional need to manage the conversation with the local audience.

Do global page admins have access to each local page?

No. There will be no special super-admin permissions granted with global pages. If admins would like permission to a particular page in the brand page family, they’ll have to request it from the current admins of that page.

Can admins ban a user from posting on all of its pages?

Banning a user from a local page or the global page will only ban them from that particular page. In order to ban a user from posting on all pages, brands will have to manually ban them from each of their pages. Alternatively, brands can work with a third-party developer to auto-ban a user from all of its local pages.

Page 7: Facebook global pages for brands

7 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012

Facebook’s Global Pages allows a brand to convey a cohesive global message, while maintaining country-specific versions for product/communication

differences that vary by market.

Brands can consolidate multiple countries to a single regional page for efficiency in management, based on division of responsibility:

Why should a brand take advantage of this new feature?

Through this new feature, brands will be able to compare performance and share learnings from local markets across the globe to raise the knowledge of its global enterprise:

Page 8: Facebook global pages for brands

8 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012

Are there any examples of other brands that have already adopted Global Pages?Yes, in Facebook’s announcement, they specifically referred to the following Facebook pages: Unilever’s Dove, Disney’s Frankenweenie, IHG’s Holiday Inn, and Nestle’s Kit Kat.

Can you show me what it looks like when one of the brands activated the new Global Pages feature? Nestle’s Kit Kat team has adopted Global Pages. The verbatim below displays Kit Kat’s global Facebook page. If the user visits Kit Kat’s page from another location, say, from the United Kingdom, then users would be directed to the default landing page for Kit Kat’s United Kingdom page.

How are brands activating Global Pages?

Page 9: Facebook global pages for brands

9 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012

How does my brand use the global brand page effectively?

To effectively use the global brand page feature, it is recommended that your brand develops a regional content strategy to deliver the most relevant content to the right people, while still remaining cost-effective. Doing so will help you ensure your brand is delivering the most relevant and targeted message to an audience member, which will increase engagement for each post.

How does my brand determine whether to combine countries for a regional page, or maintain existing individualized country pages?In order to determine whether countries should be combined for a regional page, it’s important to evaluate key factors, such as how the audience for each of your pages

varies, whether or not there are similarities in language, demographics, content types typically shared on each page, as well as parameters of your business. Lastly, it’s important to analyze the overall performance of the page, to pinpoint any common trends in engagement and interactions and to determine whether or not combining pages into regional pages is the most effective strategy for your brand.

How involved is the strategy and planning for launching a global brand page for my brand? The time involved in developing a strategy to launch a global brand page depends on the scale of your brand’s existing global presence, and how quickly your brand wants to be in-market with this new feature. Depending on how your brand wants to adopt regional or local pages, the planning time will vary.

Frequently Asked Questions

Page 10: Facebook global pages for brands

10 HOW THE FACEBOOK GLOBAL PAGES INNOVATION AFFECTS BRANDS NOVEMBER, 2012

If my brand wants to implement this new feature and we are using a CMS tool like Buddy Media, how does this affect us?John Bell, Global Managing Director, Social@Ogilvy spoke to Buddy Media about Global Pages. Here’s what they had to say:

“This doesn’t really affect us. While there are no more roll-up pages, it’s really not needed anymore. Could be something smaller brands are still interested in doing, if they don’t have the resources for a full network of country pages, but for big brands, it is not a good option. Our solution for that was more of a workaround for FB’s shortcomings than anything else. One timeline and one set of insights was never a recommended solution. But now, brands can use the new FB native capes [capabilities] to have a single URL/page name with a redirect, consolidated fan base. There is a ton of value in managing all separate country pages in one place via our tools. Category tabs, seeded posts, unified analytics, better permissions, work flow management, other networks, and the other standard benefits by using a platform.”

I want to get started today. What do I do?

The Social@Ogilvy team can set up time to walk through this new feature as well as discuss its implications for your brand. Contact your Ogilvy partner representative for additional details.

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About Social@Ogilvy

Social@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice

leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact.

For more information, visit social.ogilvy.com and connect with us at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy.

Contact: [email protected] and [email protected]