Global Pages A global structure for Pages

Lex Bradshaw-Zanger, Client Partner

One global brand. Many localized experiences.

Agenda

1   How the product works

2   Setting it up

3   What to expect during transition

Before Global Pages – Single page strategy One single Page with geo-targeted publishing

PR

OS

• Sense of global community: ‣  One single presence on Facebook

‣  Global fan count

‣  Global “Talking About This”

• One vanity URL

CO

NS

• No localization capabilities. Brands were limited to one cover photo, profile picture, applications, timeline, etc.

• Geo-targeting each post can be cumbersome

UK France Mexico Japan

Strategy #1: Single global presence

Before Global Pages – Multi-page strategy Multiple Pages representing different regions

PR

OS

• Full localization on Page: ‣  Cover photo, apps, profile photo,

milestones, timeline, etc

•  Insights on regional performance

CO

NS • Lack of global community

• Cluttered in search, fans may have liked the wrong Page, etc

UK France Mexico APAC

Strategy #2: Multiple Pages to represent each global region

UK France Mexico APAC

Global Pages combines the best of both strategies

UK

UK

EMEA

EMEA

Mexico

Mexico

Japan

Japan

Main

Global Pages allow brands to:

• One global Page name, Like count and PTAT across all Pages

• Automatically redirect customers to the most relevant local Page

• Promote your Page with just one vanity URL

• Learn about all customers through one set of global insights

US and all others

How the product works

Global Pages – The Main Page

• Your main worldwide Page

• Redirects customers to the best local Page

• Aggregated global Insights about all fans across Pages

• Default experience for customers who cannot be redirected (very low number of users)

• Best practice: Assign all “other” countries to the Main page, and create a separate Page for each important market. Keep the Main page up to date.

UK

UK

EMEA

EMEA

Main

Global Pages – The Local Page

• A Facebook Page that caters to a specific geographic region (country or countries)

• Can represent multiple countries or just one country (ex. UK Page can cater to UK, US, Australia, New Zealand, etc)

• A fully localized Page with its own news feed stories, cover photo, profile picture, timeline, apps, etc

• Each Page has its own Insights for its local fans

UK

UK

EMEA

EMEA

Main

The Local Page = an entirely localized experience

The Local Page = an entirely localized experience

• Cover photos

• Profile pictures

• Apps

• Timeline & milestones

• About information

• News feed stories

• Translated Page Name

Publishing is the same with Global Pages

• Simply publish from the appropriate local Page

• You can add on additional targeting criteria to refine your audience

•  Example scenarios:

•  To reach users in France, publish from your French Page.

• To reach users in Paris, publish from your French Page and target it to only fans in Paris

France

Paris

UK

UK EMEA

Benchmark your Pages against one another today

• Page by Page fan count break down

• Internal, admin-facing only

Benchmark your Pages against one another and your competitors – later in 2012

• Country-level fan counts will be publicly available for all Pages through the API (whether or not they’re using the Global Pages structure)

• You can access this data for all Pages and use it to benchmark yourself vs. the competition

• May add to the Page UI in the future

Setting it up

Step Two Map out which countries should be assigned to each regional Page and record it in the Global Pages excel file.

Be sure to sync with your global team, so that they’re aware of the changes

Step Three Return excel spreadsheet to your account manager and they’ll work with our Pages team to transition your Page

Add Pages to the Global Pages structure one at a time to get comfortable

How to get started with Global Pages

Step One .

For brands with One single global Page

For brands with Multiple local Pages

Step One Take inventory of your current localized Pages and create any additional Pages for your major markets

Create new local Pages for your major markets

What to expect during the transition

What exactly will happen after we turn on Global Pages Immediately

•  Your main Page will redirect people according to their location information

Over the next 3-4 days (may be longer depending on the number of fans you have)

•  Fans will migrate to their appropriate regional Page

Over the next week AFTER fan migration is complete

•  Insights across will continue to correct itself to reflect new fan counts for the main Page all

local Pages

IMPORTANT! Make sure to communicate this change to your regional teams, so that they’re prepared for the change.

• All your fans will Like the same brand, but will get updates from the local Page

• For example, a fan from Mexico will get migrated to the local Mexican Page:

• Receive updates from the localized Page for Mexico in News Feed

•  See sponsored stories from the Mexico Page

Option #1 (best practice) Migrate your fans to the right local Page

Mexico France UK

What happens with my fans? For multi-Page brands

Migration algorithm

Migration algorithm

• All your fans will “like” the brand, and will continue to hear from the same Page

• For example, if a fan from Mexico “liked” the US page, they will continue to:

• Receive updates from the US page in the news feed

•  See sponsored stories from the US page

Option #2: Keep fans mapped to the same Page

Mexico France UK

What happens with my fans? For multi-Page brands

• All your fans will Like the same brand, but will get updates from the local Page

• For example, all your fans from your single Page will migrate to the local Page.

• Receive updates from the local Page in the News Feed

•  See sponsored stories from the local Page

Your fans will hear from your new local Pages

Single Page

France UK

What happens with my fans? Single-Page brands

Appendix

Which countries should I assign to my Main Page?

PR

OS

• Fewer pages to manage

‣  Just continue to maintain existing Pages – no need to create a new “other” Page

• All users see great content & engagement

CO

NS

• No unique insights for fans of your best Page

‣  The Main Page has insights for the entire global fanbase – insights for fans from your best country won’t be distinguishable

Option 2: Your best country

PR

OS

• Separate insights for your most important markets

‣  Each local Page will have its own insights (whereas the Main Page will only show total, global insights)

CO

NS

• An additional Page to manage

‣  If this Page has “non priority” markets, it is more likely to become stale than actively managed Pages for core markets

Option 1: Your “other” countries