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Building Global Brands Online,[object Object],How brands like BlackBerry and Starbucks are building, managing and measuring highly engaged local communities,[object Object]
Objectives,[object Object],Marketers are building direct connections with consumers in Facebook and engaging them to:,[object Object],[object Object]
Support campaigns regionally
Generate actionable insights,[object Object]
Coca-Cola,[object Object],Community:,[object Object],5,783 interactions,[object Object],English-only posts,[object Object],Multilingual responses,[object Object]
Starbucks,[object Object],Main Page:,[object Object],1 Main Page,[object Object],17.3M fans,[object Object],Global map,[object Object]
Starbucks Taiwan,[object Object],25 Regional Pages,[object Object],394k fans,[object Object],2,321 interactions,[object Object],100% Chinese,[object Object]
Approaches,[object Object],There are two options when building a Global Facebook community:,[object Object],Single Global Page,[object Object],Global Plus Regional,[object Object]
Approaches,[object Object],For most brands we recommend the Global Plus Regional approach,[object Object]
Considerations,[object Object],Consider five key social factors:,[object Object],Targeting,[object Object],Branding,[object Object],Engaging,[object Object],Reporting,[object Object],Managing,[object Object]
Engaging,[object Object],A Single Global Page generates less engagement due to:,[object Object],Irrelevant posts,[object Object],Noisy walls,[object Object],Geo-targeting misses,[object Object]
Engaging,[object Object],Reactions to mistargeted posts vary:,[object Object],Humorous,[object Object],Angry,[object Object],Instructive,[object Object],But none are about the brand.,[object Object]
Engaging,[object Object]
Engaging,[object Object]
Engaging,[object Object],The 8 biggest brands average 0.4 interactions per 1k fans,[object Object]
Engaging,[object Object],Starbucks has regional Pages like Taiwan & Argentina with over 15x those interaction ratings,[object Object]
Engaging,[object Object],Blackberry has regional Pages like Indonesia & Mexico with over 10x those interaction ratings,[object Object]
Branding,[object Object],Search results can get buried by UGC Pages:,[object Object],The main Adidas Page is actually the 36th result,[object Object]
Branding,[object Object],Many official Pages allow you to own the first key search results,[object Object]
Reporting,[object Object],Aggregate insights can only be drawn from a central publishing platform,[object Object],Geo-targeted posts must bypass platforms and cannot be aggregated,[object Object],Platforms allow you to draw actionable insights across Facebook, Twitter, YouTube, WordPress,[object Object]
Reporting,[object Object],Publishing platforms can pull in all comments and identify the most influential responders in your community,[object Object],Frequency,[object Object],Propagation,[object Object],Recency,[object Object],Reach,[object Object],Tone,[object Object]
Managing,[object Object],Community management on a global scale is often time-consuming and risky,[object Object],Use a platform to govern access and workflow instead of granting full access to everybody,[object Object],Scale globally with control,[object Object]
Summary,[object Object],Regional teams post local content to their own Page,[object Object]
Summary,[object Object],Global teams syndicate equity messages to all Pages at once,[object Object]

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Global Brands in Social Media: BlackBerry and Starbucks Case Studies