The Playbook For A Global Facebook Strategy 2011 Buddy Media

2010 Buddy Media lnc. Proprietary and Confdential www.buddymedia.com partner@buddymedia.
com
THE PLAYBOOK
FOR A GLOBAL
FACEBOOK STRATEGY
2010 Buddy Media lnc. Proprietary and Confdential www.buddymedia.com partner@buddymedia.com 1
Table of Contents
l IntroductionPage 2
II Content Management SystemPage 4
III ApplicationsPage 7
IV Publisher & ModerationPage 15
V AnalyticsPage 19
VI Going Global Made EasyPage 21
VII Conclusion: The Anatomy of a Scalable Global Facebook ProgramPage 27
Introduction
With more than 500 million people using Facebook monthly, many global brands have found that traffic
and engagement on their Facebook Pages far exceeds that of their own web sites. This is not surprising,
given that consumers spend more than half a TRILLION minutes on Facebook each month! Most analysts
only see that trend accelerating.
This is one reason that creating and maintaining robust and engaging Facebook Pages are proving to be
a powerful digital strategy for the largest global brands. The most popular brands on Facebook get hun-
dreds, thousands and even tens of thousands of likes, comments and shares on each post, while the same
content goes unnoticed on their web sites.
In addition to the massive reach and deep engagement on Facebook, brands are able for the first time
at scale to enter into an always-on, two-way communication with consumers. This provides brands the
opportunity build what is referred to as an owned media network, within Facebook. And the smartest
companies have realized that putting together an actionable and cost-effective game-plan to extend each
of their brands to Facebook in a unified way should be a major priority in 2011 and beyond.
To leverage this new opportunity, brands need to think about how to build a Facebook Page architecture
that will scale over time. This requires moving beyond one-off launches that are subsequently thrown away
to a connected presence.
Scalable Page architecture is a general concept that takes into account both your landing tabs the cus-
tomizable tabs, or landing Pages, that can be used to house your content and run promotions, offers and
campaigns and the Wall of your Facebook Page, where much of the user engagement will take place. For
the worlds largest brands, the Page architecture needs to be global in nature as more than 70 percent of
Facebooks users do not live in the United States. Yes, this means that your brands need to be available in
every language and in every market that matters. Failure to do so will ignore 70 percent of your customers.
There are four important legs to putting together a brands scalable Facebook Page management architec-
ture. Failure to pay attention to all four is hazardous to your brands health on Facebook.
Content Management System (CMS): The CMS is the base system your brand will use to manage
each Pages content and functionality. Its the heart of your Facebook presence. At a minimum, the
system will allow for administrative permissions by market and function. The CMS will also make it
easy to change content regularly and style the Pages to match global brand advertising campaigns
and initiatives. Lastly, the content management system must be global, allowing for the customization
of the experience by market.
Applications: In order to engage consumers, brands use both custom and out-of-the box applications
tied to Facebooks Platform that encourage user-to-user interaction and sharing. Custom applications
are expensive and take significant lead-time to build and should only be green lit with caution. More
nimble, modular out-of-the-box functionality often allows a brand to accomplish the same objectives
with a fraction of the time and money. Further, out-of-the-box applications do not require the user to
install an application, which may be lead to significant drop off.
Publisher: Once consumers have liked or connected with a brands Page or Pages, you need to
re-engage them through Wall posts that will appear in their feeds, updates and Facebook inboxes. A
brands Page architecture needs to take into account how you plan to communicate with fans over
time and failure to do so will ensure your brand will not fully optimize and take advantage of the Face-
book opportunity.
Analytics: One of the most important parts of scalable page architecture is a unified, real-time analyt-
ics system. What metrics should a brand be looking at and how can brands use real-time analytics to
drive actionable insight?
Introduction
Content Management System
At the core of each Page is a content management system, or CMS. The CMS is the heart of any scalable
Facebook deployment. The three most important functions of the CMS are (1) to control detailed permis-
sions to the Page; (2) to store content and styles that appears on the Page; and, (3) to allow non-technical
users to launch and manage the content and functionality on Pages without knowing Facebooks program-
ming language, FBML.
Brands would never launch a blog or website without a blogging platform and CMS. The same is true of
Facebook. A Facebook Page management system does not require on-site deployment and can be offered
to brands for a monthly licensing fee. While it is possible to hook up existing content management systems
to your brands Facebook content management system, it is also important that you choose a content
management system built specifically for the Facebook Platform.
Before brands select a content management system for their Facebook presence, make sure that at a
minimum it offers the following functionality.
Manage access based on user roles: On Facebook, only the administrators of a Facebook Page
can add content to (or modif y in any way) a Page. A brands content management system allows it
to control user access to modif y a Facebook Page without making that user an admin of the Page.
This is extremely important as a brands Page grows. Brands may have dozens, or even hundreds, of
people working on their Facebook Page, or network of Pages. A powerful CMS will allow each user to
do exactly what they need to do without being an admin of the Page and having full rights to add to,
delete or publish to a Page. With a CMS, brands can provide their PR or marketing team the right to
publish to the Wall, their ad agency the ability to update the look and feel of the Page tabs and their
legal team the ability to review the Page content before it goes live.
Easy-to-use & intuitive interface: Make sure that the CMS is easy-to-use for the least technical
people on staff. If staffers need to know FBML to manage the Page, a company is not using a CMS,
its using a developer platform. At a minimum, staff should be able to update the text, photos, videos
and other content on the Page by just typing into forms and uploading content. Moving functionality
involves dragging and dropping Page elements. It does not involve writing code!
Ability to create templates but allow for full flexibility: Throughout the year, the brand can re-
use templates to showcase content inside their Pages tabs. The templates brands use may include
versions to run sweepstakes, showcase videos and other content, offer coupons and much more.
While its important to be able to re-use templates when necessary, a CMS needs to allow for full cus-
tomization. Any CMS tied only to rigid templates will break down for the largest brands in the future.
Preview mode: This may sound like a trivial feature. But its not. Facebook does not have a preview
mode for Facebook Pages. Pages and tabs are either live or theyre not. There is no preview mode or
staging mode. So without a CMS, brands need to launch the tab and content to get full buy in and
approval from the necessary parties in their organization. The CMS should offer a preview mode to
showcase content and functionality before it launches.
Full CSS customization: The design, or style, of most web sites is controlled by the cascading style sheet,
or CSS, a simple way to customize fonts, colors, spacing and more. CSS is what turns bland web sites into
dynamic branded experiences. By using a CMS that allows for the full customization of CSS on Facebook
tabs, brands are able to launch a tab with almost the same functionality and look and feel of their websites.
Many content management systems in the Facebook ecosystem work off of templates and themes that
dont provide the full exibility brands will need to offer a fully branded experience on their Facebook Page.
Michael Kors
has customized
the CSS of his
Facebook tab
to match global
branding
Asset manager: In order to keep everyone on the same Page (excuse the pun!), brands need to
make sure their content management system contains an asset manager to store all content assets.
Brands want one library that contains all text, images, videos, CSS and more. The library should be
hosted by the CMS provider and not on local computers or servers. This ensures that everyone who
needs access to the brand assets have them in one place.
Global capabilities: About 30% of Facebooks users live in the US. So that means that when brands
build on Facebook, they need to think about global right away. Failure to do so ignores 70 percent of
their potential customer base! A CMS should be able to support global, regional, and country spe-
cific initiatives and community building for global, regional, and country specific brands. This includes
auto-detecting a users country and language and serving the appropriate market-specific content.
This can be accomplished through the use of multiple Pages i.e. one Page per market or a single
Page that serves users in every market with a market-specific experience. Going global on Facebook
is now easy. However, its tough to fit it all in one paragraph so we have devoted an entire section
below to how brands can take your Page global right away (See Going Global Made Easy below.)
Note: Many of our clients have made mistakes with their content management systems.
Choosing the wrong CMS, or, more importantly, not choosing a content management
system at all and just coding directly in FBML in the Facebook Platform, will be inef-
ficient and un-scalable for most brands. Brands may be able to launch without a CMS.
But they cant succeed without one. The list above is a great checklist to use when
exploring whats best for your company.
Applications
If the CMS is the heart of scalable Facebook Page architecture, applications are the muscle. They are one
of the building blocks companies will use to do the heavy lifting to actually engage consumers. Brands will
use either individual social applications Sapplets - or a series of applications working together to boost
engagement about your brand or cause on Facebook.
Some content management systems include social applications out of the box. The Buddy Media Platform,
for example, comes with many social applications, or Sapplets, and growing. It also provides a power-
ful software developer platform that allows brands to add custom functionality easily and with little effort.
Ultimately, while brands will have one content management system, they will often be working with many
different types of application providers. Preferably, the CMS will be open, meaning a brand can evolve
the functionality in the future as needs arise.
There are 4 main types of applications brands will need in their toolkit to launch functionality to engage
customers. These are in addition to more specialized applications like commerce, mobile tie-in and game
functionality or whatever evolves in the future.
Content Applications: Applications that are tied to a CMS and contain content uploaded by the end
user. These are often social as well and encourage users to send, share, like or embed brand assets.
Feed Applications: Applications that pull in external feeds.
Social Applications: Applications that foster the sharing of content through social actions and gestures.
Embedded Applications: Applications that live on the web that are embedded on a Facebook Page.
Applications will live in three primary places tied to a brands Facebook presence Facebook tabs, inside
the Wall and on third-party web sites. In addition to outlining applications by type, we have included a
chart below that highlights the pros and cons of each location for applications.
The most important thing to keep in mind about using applications on Facebook Pages is to keep it simple.
What is the one thing you want the user to do when they visit your landing tabs? You can include support-
ing content and functionality. But be clear in what the ask and reward is. Some ideas include:
Like the Page and get exclusive content
Like the Page and get a chance to win
Like the Page and get a coupon
Like the Page and enter the challenge
Like the Page and show how much of a fan you are
Applications
Polls: Survey fans to find out what they think about your brand, services and products. Polls offer
the flexibility to create text or image surveys. Make sure that the polls on your Facebook Page prompt
users to publish their poll results to their Wall/Newsfeed upon completion, enabling engagers to
spread the word.
Options to drive success: In addition to text polls, use image-based polls. By adding images to
poll questions and answers, it will make them more discoverable on the Facebook Platform.
Advanced options: To drive connections and fans, make polls fan only. And try adding FB Com-
ments to polls to start a conversation around the polls.
Metrics to gauge success: Track total answers submitted, total results viewed, poll results for
each poll published
Gifts: Give users the ability to send custom-branded digital gifts and personal messages to Face-
book friends. The possibilities inherent within this application are endless. Gifting on one Page can be
branded as food fight on another and send a diaper on another.
Options to drive success: Link sent gifts to a URL to drive users deep into a Website. The
NHL, for example, sends recipients of gifts deep into NHL.com to buy the real gifts (team jerseys
and more!). Make sure to pay attention to how gifts are organized and what gifts are being sent and
clicked on.
Metrics to gauge success: Track total gifts sent (total and individual), gift performance (leader
board of top performing gifts)
Coupons: Give users the ability to print coupons and send coupons to Facebook friends. Face-
book users love to share discounts. Enable them right from the Facebook Page.
Options to drive success: Link coupons to any URL. Tell fans you will offer extended discounts if
certain fan milestones are reached.
Metrics to gauge success: Track total coupons viewed (total and individual and total coupons
printed (leader board of top performing coupons)
Content Driven Sapplets
Applications
My Picks: Give users the ability to rank content they like most and publish lists to Walls/News-
feeds. This is a great way to spread the word through the Facebook Newsfeed. My Picks is a social
tool that lets users share their preferences with the entire fan base. The Dallas Cowboys, for example,
let fans vote on which players the team should pick in the NFL draft.
Options to drive success: Think outside the box. What are ways brands can present a my favor-
ites type application to get users to interact? Newport News, for example, used this application to let
users build their own bikini and share it with their friends.
Metrics to gauge success: Track total lists submitted, total assets clicked
Message Maker: Allow users to choose from a defined list of messages and images to post
a customized Wall/Newsfeed story. One global brand (see below) used this functionality to enable us-
ers to take a specific challenge, which lead to a massive response. The Message Maker Sapplet is a
social tool that provides users with pre-written status updates alongside relevant themed imagery
that can be posted to the Wall/Newsfeed.
Options to drive success: Add themed images and themed messages, customize displayed text
(Sapplet title, instructions, call-to-action), change Newsfeed caption.
Metrics to gauge success: Track total posts published
My Plans: Facebook users love to tell their friends what they are doing. Let people tell their
friends what theyre doing or what theyre planning to do. Brands can build templates to include an
action, content messaging, and the option to include time/date.
Options to drive success: Choose messaging variables (action, time/date, activity/place/item),
choose photos to be associated with specific messages, add links to any message, categorize mes-
saging, customize displayed text (Sapplet title, instructions, call-to-action, publishing message).
Metrics to gauge success: Track total posts published
Quizzes: Engage fans with multiple-choice quizzes. The Quiz module allows brands to gauge
fans interest and knowledge about products and services. Avid fans love quizzes and letting passion-
ate customers to share their knowledge and compete is a great way to engage users on a Facebook
Page.

Options to drive success: Add a relevant image to highlight each question. Images keep people
interested and engaged. Customize displayed text (title, questions/answers, instructions, button
call-to-action, results message) to make sure that a standard application feels like a custom branded
experience. Include a start Page image that is simple, showcases an easy call to action and explains
the end result (compete with friends, enter to win, get a coupon, etc).
Metrics to gauge success: Track total quizzes completed, results published
Photo Gallery: Companies should be uploading all brand images to the Facebook Photos tab.
However, often times brands will need to showcase individual sets of images prominently and theres
no better place to do that than on their Facebook Pages.
Options to drive success: Attach URLs to images and share functionality.
Advanced options: Fan Only, FB Comment, ask users to upload images to a Photos tab and
showcase some of those images.
Metrics to gauge success: Track total photos viewed, total slideshows shared, links clicked
Video Player: Display video assets on your Facebook Page. A video Sapplet is best for brands
that have a handful of videos to share with fans and wants to showcase them on a Page tab versus
the Facebook Videos tab. Your CMS or application provider should have full functionality to embed
third-party videos from YouTube and other platforms.
Options to consider to drive success: Show gallery of all videos, share functionality (FB and
Twitter).
Metrics tracked to gaude success: Track videos viewed, videos tweeted, videos shared

Applications
YouTube Videos: Leverage a presence on the most popular video portal. This is effective for
brands that have a wealth of content within a branded YouTube channel. Videos seamlessly play on
the Facebook Page through a YouTube RSS feed.
Options to drive success: Customize YouTube video size, display thumbnail gallery of up to 50
videos, share functionality (FB and Twitter).
Metrics to gauge success: Track videos viewed, videos tweeted, videos shared
RSS Feeds: Provide users with up-to-date content through feed applications. Display catego-
rized RSS headlines from multiple sources, which can include brand information, news about the
brand and more. Allow users to share any story through Facebook or Twitter. While feeds can be ef-
fective, we discourage the use as the primary driver of engagement.
Options to drive success: To increase engagement, only show feeds with engaging headlines.
And when possible, show the first image from original post, share functionality (FB and Twitter), abil-
ity to include HTML.
Metrics to gauge success: Track total posts clicked, total stories shared, total stories tweeted
Twitter: Display tweets from an official Twitter account or display mentions of a brand keyword.
Use a Twitter search to generate an RSS feed of all mentions of a brand or use official Twitter posts
as an alternate conduit to brand messaging. Display categorized tweets from multiple accounts or
keyword feeds.
Options to drive success: Share functionality (FB and Twitter), display Twitter avatar, custom-
ize displayed text to make the appearance more inviting (title, call-to-action, link text), categorize to
display tweets from multiple feeds. Add a Follow button on the Facebook Page to build a Twitter
following as well.
Metrics to gauge success: Track total re-tweets, total tweets shared, total tweets clicked
Applications
Feed Driven Sapplets
Opt-In: Collect information from fans. Create an alternate channel of communications by prompt-
ing fans to submit information for access to news updates and special promotions.

Options to drive success: Be sure that users know that the information that they submit will not
be shared or sold in any way. Set their expectations and let them know what value/incentive they will
receive as a result of sharing their personal information.
Refer: Incent fans for inviting friends to a Page. Add a promo code to the referral application to
reward your fans for spreading the word about the Facebook Page.
Options to drive success: Use referral functionality to crowd-source the marketing of a Page. Tell
fans that you will do something for them (content, discounts, etc) if you reach certain fan thresholds
and empower them to easily send referrals.
Page Browser: Allow fans to Like other Pages associated with the brand on the canvas of a
single custom tab.
Options to drive success:Allow fans to like, refer, or see fan count and fan count goals for each
Page tied to the brand.
Advanced Options: FB Comment
Facebook Events: Display upcoming Facebook events and announcements. Provide fans
with an extended schedule of brand functions in addition to splitting official events into separate in-
vites on the Facebook Events platform.
Advanced Options: Allow fans to RSVP to Facebook Events or share those Event invites with
friends without leaving a custom tab
Applications
Social Tools
Widget: Leverage pre-existing assets with valid embed codes. These assets include creative built
internally and by agencies and currently housed on internal servers, Clearspring, Gigya and other wid-
get platforms. This also includes any Flash functionality. One thing to note is that all Flash on Face-
book must be user initiated. So reliance on heavy Flash assets is not recommended as best practice.
Options to drive success: Include static placeholder image, which displays prior to activation.
Include a compelling call to action.
Metrics to gauge success: Track total activations
Video: Leverage pre-existing assets built on third-party digital video platforms, like Vimeo,
Youtube and Brightcove.
Options to drive success: Include static placeholder image which displays prior to activation
Metrics to gauge success: Track total activations
Fan Only: On Facebook, each Sapplet or application on a Page tab can be designated Fan
Only in order to encourage users to interact with customized content on the Page. Upload a teaser
image and then once users become fans, the Page will reload with access granted to exclusive con-
tent. This is a great way for brands to increase the conversion from visit to connection or fan. Users
who are not fans of a Page will see a static graphic prompting them to become a fan in order to gain
access to the exclusive Fan Only content.
FB Comment: This is a mini-Facebook Wall that can be added to tabs in order to spur conversations
around specic content on the Page. Once enabled, this sapplet provides an alternate channel of communi-
cations for fans to chat. Posts made within the FB Comment box can be moderated by Page administrators.
Ratings: Many sapplets can include Rating functionality that will allow users to quickly rate the
content on the custom Facebook Page tab. Once users input their rating, the Page will automatically
refresh to display a dynamic total of all ratings and an average rating from all sapplet users. Users will
be prompted to publish their rating to the Facebook Newsfeed. Newsfeed messaging will dynamically
display the users rating within the Post.
Applications
Embed Driven Sapplets
Add-on Features to Applications
When the Facebook Platform launched to the public in May 2007, the only way for brands to connect with
consumers using the platform was through Facebook applications. These custom-built applications served
as a brands touch point with customers on Facebook.
Some of these applications were widely successful. But most never gained traction as viral applications
and died like any other creative unit used by brands on the web.
Many brands continue to give in to the shiny object syndrome. Spending three months and hundreds of
thousands of dollars building a one-off custom application just doesnt make sense in most instances.
While we encourage brands to use proven and battle-tested out-of-the-box applications to foster user
engagement, there are times when brands may need to consider custom applications. Heres the checklist
we use with clients to determine if it makes sense to green light a custom application:
All off-the-shelf solutions have been considered.
The idea is simple to understand, easy to build and reusable for other brands and properties.
The idea is social in nature the actual use of the application spreads the application.
The idea will be supported by a massive marketing campaign to get the application to
the right users.
Development will cost less than $50,000 and be built in less than 45 days.
It is possible to be successful with an application that does not meet any one of the checklist items above.
However, if a custom application idea does not meet two or more of the checklist items, we would strongly
encourage you to hold off on any lengthy development effort. The Facebook Platform is littered with many
custom application carcasses. Save time and money and simplif y Facebook Page efforts by trying not to
recreate the wheel with every campaign.
Applications
Custom Applications
The Page is live. Your brand has fans, or connections. And you are now running campaigns and content
through your Facebook Page. Its now time to re-engage with everyone who has connected with the brand.
The sheer act of posting and participating will increase fans and engagement dramatically. Having a pow-
erful publisher tool at your disposal is critical.
Publisher & Moderation
While the CMS is the heart of Facebook Pages and the applications are the muscle, the Publisher is the
mouth. When a user comes to a Facebook Page and likes it, he or she is agreeing to enter into a two-way
dialogue. They are able to post on the Wall. And brands are able to update the Wall and those updates
flow through the users news feed.
Were not going to get into each publishing tool in this document. However, the following will outline why
its necessary to use a third-party system and ways brands can think about tying in your publishing strat-
egy to your larger Facebook Page presence.
The Facebook publisher is powerful in its own right and should be used in parallel with any third-party
tools you select. However, every person on the team who needs to publish on your Page will need to be
an admin of the Page if you rely exclusively on the Facebook tools. Because of that, many brands select
third-party tools to provide the full rights management, security and rights provisioning necessary in larger
enterprises.
The most important features of a third-party Publisher include, at a minimum:
Ability to schedule posts: Many brands want to plan their Facebook Wall posts ahead of time.
Most of the major Facebook publishing clients allow you to schedule your posts.
Multi-media content: In addition to updating status with text, you will need to post videos, photos
and flash applications to the Wall and into users news feeds. Make sure that any tool used includes
the ability to publish multi-media content. Inserting wall applications into the Wall is a great way to get
current fans to engage.
Multiple admins: Allow various people in your organization to publish to your Facebook Page. Your
third-party Publisher should include the ability to provision publishing rights to multiple people without
making them an admin of your Page.
Preview functionality: The Facebook publisher does not offer brands a way to preview posts
before they go live. A brands publisher should let you share posts with others in your organization
before they go live.
Multiple account support: Over time, a brand may have two, three or even dozens or hundreds
of Facebook Pages. Make sure that the publishing tool provides full support of multiple Facebook
Pages. Ideally, one should be able to publish to multiple Pages through the same system without hav-
ing to go into Facebook.com to post.
Track likes & comments: After a brand posts, fans of the brand Page will like your content or
comment on it. Brands want a system that shows how fans are interacting with the Wall so they can
make better decisions moving forward about what to post, and when. By knowing what posts are
most engaging, brands will be able to optimize future posts to get more response from fans.
Moderation, Filtering, and Labeling: Once brands have a dashboard that aggregates the user
generated posts that come into their Page, they can begin monitoring the word of mouth content that
is being generated. Moderation for negativity and objectionable language is a no-brainer. Brands can
take things to the next level by filtering posts by keyword or labeling posts by key influencers. Then
be sure that the publisher has email notification functionality. That way, each time a questionable post
comes through your feed, the right people will be informed instantly. A good Publishing tool will allow
these admins to approve or delete any post directly from a CMS dashboard.
While publishing to the Wall and to fans is critical to succeed in Facebook, brands often need to moder-
ate the Wall to make sure its brand appropriate and safe for fans of all ages. There are two primary rea-
sons brands need to moderate the Wall: the first is to remove objectionable content (offensive and abusive
language); and the second is to remove content inconsistent with the brand. Both are possible through the
Facebook system but often third-party technologies provide more in-depth and powerful functionality.
In general, we encourage brands to remove offensive and abusive language. If someone threatens another
brand fan or uses foul language, immediate removal of the content and potential blocking of the user is in
order. If a user criticizes the brand in an appropriate manner, the best practice is to respond on behalf of
the brand. Ultimately, moderation and rules of engagement on Facebook Pages is a broad subject and dif-
ferent for each brand.
Analytics
Now that your social media house is in order and your Page architecture is set up, you need to understand
whats happening on your Facebook Page. This includes your Wall, tabs and any third-party web sites that
include Facebook social plugins or other Facebook tools.
Your primary analytics system must be tied into your CMS, applications and publisher to give you a full view
of everything thats going on within your world on Facebook, as well as allow you to compare performance
against historical benchmarks for your own brand, or the category, and optimize your activity accordingly.
While Facebook is a treasure trove of data, it is critical to work with your strategy team (internal and exter-
nal) to determine your custom KPIs (key performance indicators) that will drive your business.
Your KPIs should be shared with everyone responsible for managing and growing your Facebook Page.
The purpose of the KPIs is to ensure that everyone is working toward the same goal. Incent the team to hit
the KPIs, however, most importantly, make sure everyone understands them. Your team cant hit them if
they dont know what they are, or dont understand them.
While the KPIs can be different from one brand to another, here is my recommendation for a starting dash-
board, which can be thought of as the CMO Dashboard.
Number of fans vs. previous week with growth rate
Percentage engagement (average per week based on all the posts) vs. previous week
Percentage of total fans unsubscribed vs. previous week
Number of updates/post and + or vs. previous week
Day most often posted
Time most often posted
Application engagement (gifts sent, etc.)
Clicks (to external sites and other FB Pages) by week
Wall post comments (Number and pull in actual comments)
Wall post likes (Number and pull in profiles)
In addition to the data, your Facebook analytics platform should be able to do the following to ensure that
your Facebook Page is adequately connected to your overall business intelligence and analytics platforms.
Export data into third-party analytics systems
Leverage existing analytics systems and tags to track downstream data
Export images for inclusion in management reports and other knowledge sharing needs
Export raw data for more advanced sorting and analysis
Ability to aggregate data from multiple Facebook Page tabs and Walls for easy analysis
Advance filtering (day, week, month, custom, etc.)
Analytics
Going Global Made Easy
Facebook is a global web property unlike any other in the world. The social network is now available in
more than 70 languages thanks to a passionate team of 300,000 users who have helped translate the site
through Facebooks translations application.
The rapid international expansion of Facebook poses significant opportunities to global brands to reach
consumers worldwide through one unified platform. Until just recently, global brands did not have a way
to empower local markets to build engaging experiences for each market. Rather, each deployment was a
one-off, uncoordinated exercise.
Thanks to language-specific tags in the Facebook Platform, the 70 translations and powerful new Facebook
Page management systems like the Buddy Media Platform, Facebook now makes it possible for brands
to build a unified Facebook Page, or a series of Facebook Pages, to serve language - and market-specific
content. As a result, thanks to Facebook and its global footprint it has NEVER been easier to build a global
digital presence in the history of the Internet.
The benefits to launching a unified and scalable global Page architecture for each brand are significant:
Reach 100% of customers and potential customers, versus just 30% in the US
Reduce the going rogue problem of every market doing their own thing
Save costs by removing the need to hire programmers, strategists and agencies in every market
Provide master templates while also allow full customization on the regional level
Leverage social applications and functionality in each market
All analytics roll up into one CMO Dashboard fans, engagement, clicks, likes and more
Publish to every Page at once versus disparate publishing efforts
Dynamically customize content by language and country without the need to hire experts in
FBML and FBJS
Pay smaller monthly licensing fees versus larger one-time development efforts as well as signif-
icant on-going support and development efforts to keep up with the changing Facebook Platform
Quite simply, global Facebook architecture allows brands to manage country-specific Facebook Page con-
tent from a single, collaborative dashboard, accessible by both global and local-level administrators. Full
rights-provisioning by market ensure that representatives only get rights to publish to their local Pages.
In a simple analysis of the costs of using a global Facebook CMS versus letting markets go at it alone,
Buddy Media discovered that leveraging a unified system worldwide saves brands 90% of the cost of de-
ploying global Pages.
There are two major decisions that brands need to make before launching a global Facebook Page strategy
for your brand. Specifically, do you launch one global Page that is managed regionally by the local markets?
Or do you launch one global Page that redirects to market-specific Pages?
Today, strategies based on both options are being launched by many leading brands and it really depends
on how much of a showstopper the downsides of each option are. Well provide a simple overview of both
options below and, at the end, explain the pros and cons of each.
It is now possible to launch one global Facebook Page for a brand and customize the experience based on
where the user lives and the language the user speaks. Facebook provides developers the ability to read
where users are coming from (country) and what language users set when they signed up for Facebook
(language). Using these tags, we can now program one Facebook Page tab with different content based on
where users come to the Page from.
Imagine a fictional global organization named Gold Star Chocolate. In the past year, the companys market-
ing team has spent considerable time and effort building a Facebook presence, but they have only figured
out a way to reliably reach English-speaking users in the United States. Their single Facebook Page is tar-
geted at American consumers which leaves 70% of Facebooks global audience out in the cold.
As the holiday season approaches, Gold Star Chocolate decides to ramp up their global Facebook pres-
ence, by leveraging Facebooks APIs for language and locale recognition. But, with so many countries in
the mix, theyll need to be able to serve different content to different countries while concentrating on the
unique ways in which each region celebrates the holiday season.
The United States gets an early start on the winter holiday season with Thanksgiving. So in early November,
the United States landing tab for Gold Star Chocolate offers a celebration of all the things that their fans
should be thankful for (see below)!
Global Architecture
One Global Page with Regional Market Control
ln France, however,
Thanksgiving is not cel-
ebrated. So it would be
silly to run the same tab
to French visitors to the
Page. So while visitors
from the United States get
the Thanksgiving content
in early November, visitors
from France can get an en-
tirely different Page, which
concentrates on kicking off
the Christmas celebration
one month early.
This is accomplished by
using a powerful content
management system like
the Buddy Media Platform
that detects the users'
country and language set-
ting and provides admin-
istrative rights to regional
marketing teams to pro-
gram the Facebook Page
separately for each market.
Local markets are given
granular rights to program
the Page for users who
come from their market.
The diagram below shows the Page architecture for global brands that want to use one Facebook Page to
serve users in various markets around the world.

The other way to tackle global brand Page architecture on Facebook is to launch one Facebook Page and
redirect users to local market Pages. Rather than serve all users through one Page, each market gets its
own Page and users are sent to their local-market Page. The only purpose of the unified global Page is to
send users to the regional Pages.
Like the first solution, the regional market Pages are managed by the local marketing teams (or corporate)
by logging into a unified platform or CMS. Brands get the same benefits as the first option, which includes
the elimination of the going rogue issue, use of master templates when possible, unified analytics and
publishing, dynamic serving of content specific to the language and market and more.
One Global Page that Redirects to Regional Market Pages
Which solution will work best for you? That really comes down to the pros and cons of each.
One Global Page One Global Page
w/ Redirects to Regional Market Page
3526
You only have one brand Page that
serves users worldwide. This makes
global Page management much more
streamlined.
Each Page has its own Wall. So local markets
can post content to their Wall and only users
from their country who connect with the Page
will see the posts. This allows for fully exible
Wall publishing strategies by market.
&216
You cannot customize the Wall by region-
al market. You can use the Facebook site
to update the Wall by market. But every-
one who needs to post to the Wall needs
to be an administrator of the Page since
there currently is no API for geo-targetted
Wall posts. And Wall posts by individual
users of one country will be visible by us-
ers in all the other countries.
You may end up with a network of 50+ Pages
that need to be managed individually. This
works well if there is a strong local presence. It
is harder to manage without the local market-
ing teams in place. Numbers for each Pages
will need to be rolled up through a widget that
appears on each Page. Lastly, you will need to
include pulldowns for users to toggle between
countries and language.
Rather than wasting more of your valuable time with words and explanations, were going to conclude by
showing, rather than telling. Below are screenshots from several global campaigns that have utilized the
key ingredients to brand success on Facebook. Well let the big brand examples speak for themselves
Conclusion
The Anatomy of a Scaleable Global Facebook Campaign

The Playbook For A Global Facebook Strategy 2011 Buddy Media

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