Download - Global Brands in Social Media: BlackBerry and Starbucks Case Studies

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Building Global Brands Online

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

Company Confidential – distribution prohibited without permission

Objectives

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

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


Coca-Cola

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


Coca-Cola

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

responses

http://www.facebook.com/cocacola


Starbucks

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

http://www.facebook.com/Starbucks%23!/Starbucks?v=app_142063194423


Starbucks Taiwan

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


Approaches

There are two options when building a Global Facebook community:

Single Global Page Global Plus Regional


Approaches

For most brands we recommend the Global Plus Regional approach


Considerations

Consider five key social factors:

Engaging

Targeting

Reporting

Branding

Managing


Engaging

A Single Global Page generates less engagement due to:

• Irrelevant posts• Noisy walls• Geo-targeting

misses


Engaging

Reactions to mistargeted posts vary:

• Humorous• Angry• Instructive

But none are about the brand.


Engaging


Engaging

The 8 biggest brands average 0.4 interactions per 1k fans

http://www.facebook.com/Starbucks%23!/Starbucks?v=app_142063194423

http://www.facebook.com/redbull

http://www.facebook.com/skittles

http://www.facebook.com/oreo


Engaging

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


Engaging

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


Branding

Search results can get buried by UGC Pages:

• The main Adidas Page is actually the 36th result


Branding

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


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


Reporting

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

Recency

Frequency

Reach

Propagation

Tone


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


Summary

Regional teams post local content to their own Page


Summary

Global teams syndicate equity messages to all Pages at once


Thank You

Let’s start the conversation.Andrew CherwenkaVP Sales – [email protected](646) 267-2474

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

www.syncapse.com