How Facebook Global Pages Can Drive a Brand’s Social Business Strategy

@Wendy | Strategy

“There’s about $800 billion in global advertising market … more than half of that will be online in five years.” reports Nikesh Arora from Google. Facebook making its play on that trend and is currently working with 10 global brands (including Unilever’s Dove, Disney’s Frankenweenie, IHG’s Holiday Inn, and Nestle’s KitKat) to reposition their existing Facebook pages on the Global Pages platform.


Convertiv is teaming up with our client, Kaspersky who will be migrating their Facebook pages to the global platform. Kaspersky will be leveraging the ability to route fans by region but will still get credit for their entire fan base but will be about to route relevant content by country or place from one centralized administration a la content syndication.

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

How do they align with a brand’s social business strategy?

Facebook Global Pages increases brand awareness through stronger amplification and consistency of your messaging and provides an optimal forum for engagement and community building. Content can be rolled up to a master brand message but tailored to a specific audience. Audience segmentation provides marketers with the ability to understand fan behavior in one single place and for each page and offers users a better localized experience, while letting the brand maintain its global presence. Fans will automatically be redirected to the most relevant brand page, based on their geographic location or select a place, and brands will be able to link to the main global page with a single vanity URL.

Sounds great, right? But how do you know if Global Pages are right for you? Let’s break it down for you.

How do they function?

By default, users will be redirected to the country page that corresponds with their IP address. If their country does not have a page associated with the Global Page group, they will see the Global Page by default. A user can choose to see one of the other pages associated with the Global Page using the “Switch Region or Place” under page settings. 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.

What are the essential facts I need to know?

  • Cumulative fan counts
  • URL consolidation for Facebook search
  • Individual country pages can represent geographic regions and multiple countries (but not cities or states)
  • Geo-targeting is still enabled for individual country pages for cities, states/regions, languages and countries
  • No administration is available for local pages content
  • Local page timelines, cover photos, profile pictures, insights, and apps
  • Local pages for both single countries or entire regions
  • Global fan ‘likes’ for both the global and local pages
  • Local fans can receive messages from both the global and local pages
  • Competitor country-specific fan counts (coming soon)

Why should brand activate?

Facebook is obviously looking to enable marketers to create richer engagement for targeted audiences as fan bases grow. There are several ways a brand can leverage this platform when considering the segmentation of their fan base into one unified presence.

Opportunities:

  • Consistent Brand Messaging: Brands that use the Global Page structure can maintain consistent core brand messaging tailoring it to local-specific flavor without geo-targeting individual posts. This dual feature will enable more fans to enter contests hosted on Facebook tabs, and more fans will be able to receive targeted promotions specific to their country.
  • Fan Intelligence:  Marketers will have insights into popular and active regions through their engagement and fan growth reporting enabling marketers to strategize on content that resonate with their fan base. Brands will be able to compare performance and share learnings from local markets across the globe to raise the knowledge of its global enterprise (global and local pages will have their own set of Insights, measuring the demographics and activity levels of their associated audiences).
  • Single, Branded URL: Brands can marketing themselves for Facebook using one URL and still route new visitors to their appropriate country-specific page via their IP address.
  • Better Facebook Search Results: The country page that is most relevant to a user will be be served up in the search results for a brand which is better than having to compete with other country-specific fan pages.
  • Richer Fan Engagement & Growth Potential: The country pages allow for the greater possibility that your brand will be found, liked and evangelized because the audience has more in common with one another and like minds breed healthy engagement.

What’s the process & timeline to activation?

The time involved in developing a strategy and action plan 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. On average, we’ve found that it takes approximately 1 week per page. Depending on how your brand wants to adopt regional or local pages, the planning time will vary.

We’ve adopted a process that ensures a smooth and successful roll out of the feature as follows:

Clean Up Existing Facebook Pages:

  • Locate all existing Facebook pages by location names (location, interest, profile pages)
  • Create new location pages for locations  including description, hours, phone #s, address, etc. across all locations
  • Remove ‘rogue’ pages

Completed Global FB Page Profile

  • Includes address, phone, website, store hours, and location specific stats (likes, check-ins, people talking about this).

Brand Page Setup

  • Parent-Child Spreadsheet: Complete the “Parent-Child” spreadsheet, including formatting guidelines, to be processed by Facebook
  • Identify Existing Locations in Facebook: Identify Parent Object ID (Facebook ID of main location page) and all unique IDs for each location & included corresponding Location ID
  • Identify New Existing Location in Facebook
  • Complete New Store Location Details (including address, store ID, latitude/longitude, and SIC code)
  • Complete Form Processing with Facebook (including rogue pages to be removed)

Brand Page Verification

  • Complete Facebook Verification: for each location page with the Facebook team
  • Create a New Master Brand Page: adding all locations as part of the drop down location menu
  • Update Map Selection: for fans are able to locate all locations & receive full details (address, locations, phone number, website, likes, check-ins, related photos, and # of people talking about the page)

Making the business case for my brand

To effectively use the global brand page feature, you must have either a global footprint and/or multi-site locations to support. It is also recommended that you develop  a regional content syndication strategy that delivers relevant content to the right audience. Doing so will ensure consistency in your brand messaging and experience which will, over time, increase engagement for each post.

If you’re interested in learning more about Facebook Global Pages and how it might fit into your social business strategy, contact us and we’d be more than happy to walk you through the new feature and discuss the potential opportunities for your brand – no obligation!

Additions & Feedback

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