BRANDS GO GLOBAL-LOCAL ON FACEBOOK
December 1, 2012
Kit-Kat, Dove, Holiday Inn, Frankenweenie, Playstation, Burger King, Swatch and Clarins are just a handful of brands that have all begun using Facebook’s global pages, Facebook’s new structure for globalised brands.
Brands can promote a single URL in all off-Facebook campaigns, and users will be automatically directed to the best (regional) version of the Page for them (detected by a users IP address). However, users can manually access any page through a drop down menu and all are linked by their ‘like’ and ‘people talking about this’ figures. This is perfect for any brands that use creatives across markets, meaning that they can streamline their marketing, no longer having to change end frames for each playout or alter artwork.
Global pages are useful for brands as they allow for one global Facebook page to track insights and metrics across all of its pages. And thereby, have the opportunity to understand fan behaviour in one single place and for each page.
It also allows a global brand to offer a better localized experience, which is more relevant for its users in different markets (and different languages!), whilst still retaining its global presence and conveying a cohesive message and brand identity.
Customisation at a local level on Facebook has proven to be an extremely successful endeavour for marketeers. Pages that are locally focussed at a store level location often have a much higher engagement rate as the content is far more relevant, personal and engaging. However, this doesn’t mean that all brands should quickly convert to Facebook’s global pages. Firstly, it’s not relevant for those without a global footprint. Secondly, it is likely to significantly increase a brand’s Facebook marketing costs. However Global Pages does offers localisation on a much deeper level, including News Feed, Timeline, cover photos, photo albums, apps and about info, rather than just page posts.
A brand will also need to consider their content approval process and ensure that they have the appropriate controls in place to manage their social community in each market. Each community management team will need to ensure that they’re conversations are market relevant from the conversation style and social etiquette to the colloquial language.
Another teeny thing to consider is that for brands to even qualify for Global Pages and subsequently warrant their own Account Manager at Facebook they will have to spend a colossal amount on Facebook ads! Therefore I predict it will be a while before Global pages become the norm for most brands.