Creating & Managing A Global Facebook Brand

The Historical Approach: Individual Country Pages

Historically, brands have been forced to maintain multiple brand pages for each market. Pros Local subsidiaries are often faster than corp. Greater ability to customize products and offers Cons Removes corp. control On messaging On design Creates clutter on Facebook Greater confusion Possibly challenging for the customer to land on the right page Risky in terms of managing customer response No consolidated data

ICON Worldwide The contents of this document are the exclusive property of Inter-Corus AG, Bhler, Switzerland, and may not be used without permission.

Example: Lindt
Search results in multiple country pages, free to the customer to choose Connection to the other country pages is not prominent Lack of coordinated imagery and content

ICON Worldwide The contents of this document are the exclusive property of Inter-Corus AG, Bhler, Switzerland, and may not be used without permission.

Coming Soon: Facebook Global Fanpages

The new Global Fanpage product is in Beta. Global brands can prepare by creating the necessary infrastructure. The new Facebook Global Fanpage will feature: A centralized brand presence With ability to localize messaging for relevant markets. Fans are routed to the most relevant page automatically From a single FB url Country or Regional pages Likes are consolidate across all pages Global Apps across local pages Example Global Fanpage Architecture
Global Fanpage

Germany

France

Italy

Europe

Asia

US and all others

Spain

Russia

Italy

Japan

Korea

ICON Worldwide The contents of this document are the exclusive property of Inter-Corus AG, Bhler, Switzerland, and may not be used without permission.

Example: FB Global Fanpage Prototype

2 1

features: 1. Users automatically routed to most relevant page based on location 2. Localized headers 3. Ability to manage local promotions via timeline posts 4. Global Apps for a richer brand experience 5. Consolidated likes

us

switzerland

ICON Worldwide The contents of this document are the exclusive property of Inter-Corus AG, Bhler, Switzerland, and may not be used without permission.

Apps May Be Implemented Across Global & Local Pages

features: Facebook Apps deliver a more robust brand experience Apps., which are developed by corp., can be installed across all local pages

ICON Worldwide The contents of this document are the exclusive property of Inter-Corus AG, Bhler, Switzerland, and may not be used without permission.

FB Global Fanpage Consolidated Analytics

features: Measure national or regional activity from a single admin dashboard The global admin can post on local pages Control of local pages resides with local admins

ICON Worldwide The contents of this document are the exclusive property of Inter-Corus AG, Bhler, Switzerland, and may not be used without permission.

Setting Up Global Fanpages

1. Determine which nations or regions are relevant 2. Reserve the local/regional fanpages 3. Create brand guidelines for FB Brand assets, etc 4. Create message/update strategy Test coordinated advertising campaigns 5. Develop Apps., for global and local pages Larger brand experiences National Pages Regional Pages

Germany

France

Italy

NA

Europe

Asia

US and all others

Spain

Russia

Italy

Japan

Korea

ICON Worldwide The contents of this document are the exclusive property of Inter-Corus AG, Bhler, Switzerland, and may not be used without permission.

Thank You!
The contents of this document are the exclusive property of ICON Worldwide, Inter Corus AG Buhler Switzerland and may not be used without permission For more information please contact: ICON Worldwide Inter-Corus AG Untere Au 292 9055 Bhler Switzerland T: +41 71 790 06 70 F: +41 71 790 06 71 office@icon-worldwide.com www.icon-worldwide.com twitter.com/icon-worldwide facebook.com/iconww
ICON Worldwide The contents of this document are the exclusive property of Inter-Corus AG, Bhler, Switzerland, and may not be used without permission.