Social Media

360i Report: Facebook’s Global Brand Pages

October 25, 2012

Executive Summary
Facebook’s global growth has impacted the way that marketers use the social platform to reach a larger audience. As a result, Facebook is now making it easier for brands with an international presence to build a following and engage its fans with the launch of Facebook Global Pages.

Key Takeaways

With this update, Facebook is helping large brands bridge the gap between local and global. Before, global brands needed to create separate pages if they wanted to deliver customized content by region, or simply have one global account with limited opportunities for segmentation. With this update, brands can create regionally specific sub-pages that function together as a single, multi-faceted community.
Geo-targeting options now extend beyond just posts and ads. With this update, brands can optimize the timeline, cover photo and apps by region. This means that individual markets can use their own creative and app experiences that are more aligned with their audience.
For global marketers, this update underscores the importance of Social Media Content Management tools. Given the higher degree of segmentation — and greater amount of data originating from various sub-pages — brands stand to benefit more than ever by leveraging technology partners such as Expion. These tools will allow administrators to streamline content management and moderation across pages.

Global Brand Pages mark a step forward for Facebook and one that will allow brands to be relevant on a local level while still allowing them to show their global reach.

How do Global Pages work?
There will be a default landing Page (or “Global Page”) for non-segmented regions and Local Pages that are unique to a specific nation or region.

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If a fan is located in a region for which a brand has built a Local Page, that fan will be directed to the Local Page (targeting is based on IP and Facebook location settings).
Each Page, whether it is a centralized Global Page or a Local Page, has one main URL. However, Local Pages will have a unique URL that is different from the Global Page.
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The Global Page and the Local Page will share an aggregated Fan count and PTAT.
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Each Local Page can develop its own customized experience (About section, Profile Photo, apps, Milestones, Cover Photo, unique tabs, etc.).
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Global Pages will have aggregated Insights that incorporates all Local Page data. Each Local Page will also have its own unique Insights.
What do Global Pages mean for brands?
For brands that will leverage the new Global Pages option, using a Social Media Content Management tool like Expion is now more important than ever. Such a tool will allow administrators to message multiple Local Pages (and the default Global Page) at once, aggregate moderation across Pages and establish access roles. Expion enables the management of ALL Pages from one location, opening up areas for deeper Page analytics and measurement, as well.

Closing Thoughts
Previously, a global brand could only geo-target content to countries within one Page. This remains a great option for brands unable or unwilling to cede more control to country-specific brand managers or marketers. This original model, however, limits the ability for local markets to customize Facebook Page assets like the Profile Picture or Cover Photo in ways that might be more relevant to regional audiences. This framework is currently utilized by many of the largest brands in the world, but relies on a centralized Page owner to share analytics with each local market. Now, a brand can establish a Global Page and still fully localize a fan’s experience, thus fostering deeper engagement to grow brand affinity.

While Facebook has limited this new Page localization feature to country-level, this could ultimately be a good sign for brands with presences on a state or city level, such as retail locations or brands with brick and mortar franchises. If and when Facebook allows for state or city segmentation, those brands can build better relationships with hyper-relevant experiences.

Marketers crave more options and customization, and this gives them just that. We can only hope that other social platforms and networks take a page from Facebook’s book and create similar targeting and segmentation features.