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Lionbridge, a 4,200-strong global translation and localization company, invited key clients and prospects to their Lionworld Boston conference to discuss global marketing challenges. As a global leader in social media technology enabling global brands to build, manage and measure their social media presence, Syncapse was asked to present. This deck follows BlackBerry and Starbucks as case studies using only publicly accessible data to showcase how it's done right.
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Company Confidential – distribution prohibited without permissionCompany Confidential – distribution prohibited without permission
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 – [email protected](646) 267-2474
41 East 11th St, 11th FloorNew York, NY, USA10003
www.syncapse.com
