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Building Global Brands Online

How brands like BlackBerry and Starbucks are building, managing and measuring highly engaged local communities

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Objectives

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

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

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Coca-Cola

Brand:• 1 Page• 17.5M fans• Daily posts

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Coca-Cola

Community:• 5,783 interactions• English-only posts• Multilingual

responses

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Starbucks

Main Page:• 1 Main Page• 17.3M fans• Global map

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Starbucks Taiwan

25 Regional Pages• 394k fans• 2,321 interactions• 100% Chinese

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Approaches

There are two options when building a Global Facebook community:

Single Global Page Global Plus Regional

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Approaches

For most brands we recommend the Global Plus Regional approach

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Considerations

Consider five key social factors:

Engaging

Targeting

Reporting

Branding

Managing

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Engaging

A Single Global Page generates less engagement due to:

• Irrelevant posts• Noisy walls• Geo-targeting

misses

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Engaging

Reactions to mistargeted posts vary:

• Humorous• Angry• Instructive

But none are about the brand.

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Engaging

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Engaging

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Engaging

The 8 biggest brands average 0.4 interactions per 1k fans

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Engaging

Starbucks has regional Pages like Taiwan & Argentina with over 15x those interaction ratings

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Engaging

Blackberry has regional Pages like Indonesia & Mexico with over 10x those interaction ratings

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Branding

Search results can get buried by UGC Pages:

• The main Adidas Page is actually the 36th result

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Branding

Many official Pages allow you to own the first key search results

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Reporting

Aggregate insights can only be drawn from a central publishing platform

• Geo-targeted posts must bypass platforms and cannot be aggregated

• Platforms allow you to draw actionable insights across Facebook, Twitter, YouTube, WordPress

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Reporting

Publishing platforms can pull in all comments and identify the most influential responders in your community

Recency

Frequency

Reach

Propagation

Tone

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Managing

Community management on a global scale is often time-consuming and risky

• Use a platform to govern access and workflow instead of granting full access to everybody

• Scale globally with control

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Summary

Regional teams post local content to their own Page

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Summary

Global teams syndicate equity messages to all Pages at once

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Thank You

Let’s start the conversation.Andrew CherwenkaVP Sales – USa.cherwenka@syncapse.com(646) 267-2474

41 East 11th St, 11th FloorNew York, NY, USA10003

www.syncapse.com