Author Archive: Becks Moring

The Lowdown On Global Facebook Pages

Posted on November 13, 2012 by Becks Moring | Comments (0)

 

A single global Facebook Page or several local Pages?

Until now, if you were a brand posting on Facebook, those were your options.

Historically, this choice has been tricky when deciding on a strategy for your brand, as both came with their own set of pros and cons.

Single Global Page

  • Large global fan count
  • One Page in search
  • One vanity URL

BUT…

  • No way to localize content/look (i.e. cover photo, profile picture)
  • Limited regional insights data
  • Geo-targeting can be tiresome

Local Pages

  • Localized look to Pages
  • Regional insights data

BUT…

  • Search is cluttered
  • Fan counts are smaller (Fans tend to check the validity of the Page by the Fan count first)
  • No global community

Facebook has eliminated some of these pain points by introducing Global Pages for those brands with managed accounts (i.e. those with an Account Manager at Facebook).

What does this bring to the table? Read on…

  • Brands can have a Global Page and localized Pages (Local Pages), all using one Facebook URL.
  • Users will automatically see their most relevant Local Page, determined by a number of factors, including the users IP address.
  • Brands will have the ability to learn about all customers through one set of global insights, which include robust localized data.
  • Aggregated Like count and PTAT stats shown across all Pages.
  • Eliminates a cluttered Facebook search experience by only offering one brand Page option. Which also eliminates the possibility of a Fan liking the wrong Local Page.

Global Pages can…

  • Offer a localized look, such as localized cover photo, profile picture, news feed, apps, milestones, ‘about’ section and even a translated brand name.
  • Direct those fans without a Local Page to the Global Page as the default.
  • Group audiences by language. i.e. All English-speaking fans could be directed to one Local Page for US, UK etc. – N.B. This approach is not recommended if detailed demographic data is important to you
  • Geo-target posts on Local Pages to specific cities

Global Pages can’t…

  • Cover markets, you don’t cover – therefore if you want Local Pages, you must have the support in place in those countries to run those Pages, as Fans directed to Local Pages, will not receive updates posted by the default Global Page.
  • Show Local Page Managers stats from other Local Pages or the Global Page.
  • Publish from the Global Page to all Local Pages – Local Page Managers must post their own separate updates.

One of the major issues when choosing the single brand Page strategy was that brands lose the detailed demographic data they have with the individual local brand Pages. This update means that brands get the best of both worlds, one simple, clean URL and the robust analytics of a local Page.

Aside from a simpler search process, the user experience will remain unchanged. Fans won’t see the redirect; they will automatically see the localized Page. If a Fan prefers to receive updates from a different region, they still have the ability to select an alternative Local Page by clicking ‘Switch Region” in the gear menu near the cover photo.

Brands are now only left asking themselves two questions:

  • Do we have adequate support in local markets?
  • Do we have local audiences, which would benefit from regular targeted content and a localized look?

If the answer to both is yes, then leveraging Global Pages is the solution.

Global Pages are a great addition for large global organizations with worldwide markets and a support infrastructure to match. For these organisations, the decision is a no-brainer. If they have the support necessary to run several Pages and they desire the clout of a global Fan count and a single URL, then this is the obvious choice for them. They can localize the look and the content and keep track of their local audiences’ wants and needs – all without losing out on any Global stats.

For those brands that don’t have adequate support in local markets or don’t feel they could generate enough local content to warrant a separate Local Pages? — The old single brand Page structure is the most beneficial. Local Pages can, of course, be added as the brand and it’s markets change and grow.

For smaller brands, aside from probably having less of a need for a global presence, it is likely that they won’t have a Facebook Account Manager and therefore the Global Pages option won’t yet be available to them.

Five Reasons Not To Abandon Email

Posted on June 28, 2012 by Becks Moring | Comments (1)

At this point, we all know that social media is a powerful tool for business and, if leveraged correctly, can be an essential part of your marketing plan. Does this mean that social media should replace email? We say no and here’s why…

1. Road to Conversion

Email marketing is the perfect bedfellow to social media; together they form a holistic approach to project your message to a broad audience. For example, social media campaigns or newsletter opt-in promotions can be used to gain email addresses from fans and bring them into your contact list. Email marketing allows a brand to be more directly sales orientated than may be acceptable on a social media site.

2. Perfect Partner

Chances are, your email-marketing list is more robust than your fan or follower counts. Email can also be used to promote your social presence, drive awareness that you exist on social media, and provide more opportunities for you to connect with your customers. Users can be encouraged to follow you on social channels for daily updates and social sharing can be enabled to help grow your audience and drive traffic to your website. Judging by Twitter’s recent decision to start sending personalized weekly updates to their users, they also must agree that email is a useful ally.

3. Freedom Of Choice

Some of your customers may still be reluctant to let brands into their social space and most still expect to be able to subscribe to email updates. An email address can be procured at the point of sale, and this puts you in the driving seat to start a relationship. Customers who are already interested in your brand or have already bought from you are your most valuable contacts and email is a great way to get advertising copy to those people.

4. Permanence

Email is not as time sensitive as the transient social media update which lives in an ever-moving News Feed. It can be opened by the recipient at their leisure and can be referenced time and again. Whilst it is true that a subscriber can still choose not to open an email, they will at least have the choice. Email messages also allow you the freedom to get your full message across rather than the more fun and engaging but truncated messages via social media.

5. Personal Touch

Emails can be customised using details from your database to add a personal touch to your communications. A users name can be added, a product review of a recent purchase can be requested, or you can send directly relevant content to them based on their interest preferences. This customisation allows your messages to be personal and targeted, meaning users are less likely to unsubscribe – allowing you to build longer-term relationships and encourage repeat business.

Social media and email should be complementary channels that promote your business and each other. Maximise the potential of both by ensuring that they are fully integrated with each other in your marketing plan.