New Structure of Global Facebook Pages: Focus on Local Activation

The following post is part of the Mindjumpers Network series and written by our Community Manager, Sara Hansson. Mindjumpers Network is a global network of local country community managers enabling international companies to execute and maintain brand communities in a structured, quality assured and cost effective way across markets with the aim of creating effect and value.

 

Yesterday, Facebook announced that a new structure of Global Pages is available for all brands working with Facebook. The new structure enables brands to gather all their local brand pages on one centralized page and customize all content on a local level – everything from cover photo and apps to updates and “about” information. Facebook users will be directed to the best version of a page based on the country those users in which they are situated, creating a better localized experience for your customers while remaining a part of the global brand community.

The possibility to create one global brand identity at one single page with customized local targeting puts one central point in focus: the value of local community management. For international brands and companies, tactics should include leveraging local community management in order to engage local markets with authenticity to create business revenue.

 

The functionalities of the new Global Page

The new Global Page structure is effective for international brands that currently have one page using geo-targeted posts or brands with many country-specific pages. It will enable pages to have one global identity. Users from all countries will see the same page name (which can be translated into their local language), the same fan count and the same PTAT (People Talking About This), meaning that brands only have to promote one single URL that automatically will direct users to their individual local view of the page. The ‘Switch Region’ feature in the option panel enables fans to further choose between other different local page views available on the given Global Page. Lancome is one of the brands that have already implemented the new structure as shown below.

 


Insights and global benchmarking

Admins of the main Global Page will be able to see insights for all users on a global level in one easy-to-view dashboard. According to Facebook, functionalities will also come to include country level fan counts for all pages later this year (both those pages that are using the new structure of Global Pages as well as the pages that haven’t transitioned to the new structure), enabling tracking of how each market is performing. As a brand, this also provides you the possibility to compare your fan base on a local country level with your competitors’ pages on Facebook.

 

A Global Page needs local activation

Facebook launching this new structure of Global Pages is in my opinion yet another sign of how significant and up-coming it is for international brands to do local market activation based on one global social media strategy.

According to the Facebook IQ 2012 report, 41% of international brands maintain at least one local country page. These local Facebook pages have grown at twice the rate of global communities and register 50% higher engagement.

For international brands and companies, it has been a challenge to control and maintain product perception worldwide. There is a wish to convey a global identity across markets and at the same time have the possibility to do marketing initiatives on a local level. The new Global Pages thereby enable you to do globally controlled local activation. Still, it requires that brands prioritize local community management.

In a previous post, we have also elaborated on how executing local market activation is a vital part of an international brands social media success. First of all, culture is one of the largest components of how people communicate. Cultural trends and norms are therefore something marketers and advertisers closely have to track and take into consideration. International brands have to tap into local community management by having native people in the local country managing the given local community to assure three key points essential for successful communication are taken into consideration: languageculture adaption and real time. Having a structured process of local community management not only optimizes the engagement of the local pages implemented on the Global Page, it also helps create actual business revenue.

 

Mindjumpers Network

Possibilities for global brands to activate local markets is also something we work with through Mindjumpers Network. We enable international brands to do local social media management in a quality assured and cost efficient way across markets and countries through native Local Community Managers situated in the specific markets.

If interested in more information about the possibilities of Facebook’s new structure of global pages and local community management, you’re welcome to contact us.

 

 

Social Media Trends, Prospects, and Challenges in India

Our ever-growing global network of Local Social Media Managers around the world helps us ensure contextually relevant content through social listening, content production and response management. It’s a network of very talented people who possess great knowledge of social media in their local context – one of them being Nishanth Krish from India who shares his insights into the social media trends, prospects and challenges in India right now.

 

 

India is a mobile first country where 41% of total mobile users are active on social media. And it remains the fastest growing market for social networks in the world. The increasing affordability and use of Smartphones as internet devices means India is serving data to almost one billion mobile phones, and an individual spends an average of 3 hours on social media every day irrespective of device.
However, this rise of social media adoption among Indians has led to a growing concern over poor Internet speed in the country. Internet access is still unevenly distributed with connection speeds remaining disappointingly slow at just 2 Mbps on average, far below the global average of 4.5 Mbps.

Digital India, a program to transform India into a digitally empowered society and knowledge economy by the government is expected to enable high-speed Internet connectivity across the length and breadth of the country, which will ultimately join the social media bandwagon and create a positive network effect for further growth.

 

Personalized Content is the Key

As much as our counterparts in other countries do, we consume content, but are averse to sharing. We Indians are conservative by nature and often not as open to sharing content online. Brands have realized that social media is not only about posting brand updates, but also about driving engagement by creating meaningful conversations. In our country of diverse culture, language and practices, brands are developing customized content, which is both relevant and appealing. Top brands such as PepsiCo and Bharti Airtel have integrated regional languages into their digital campaigns, resulting in more than 150% engagement compared to identical English posts.

Indians today are looking for a more personalized social networking platform where they can communicate with different groups of people. As eyeballs have shifted into the digital world, media spend has been following suit. Indian advertisers are spending far more on social media ads compared to their global counterparts. India is projected to be amongst the top three countries in the APAC region as regards its CAGR (2012-2016) in digital media ad spend and many brands have effectively developed tactics to enhance visibility by investing in promoted posts/tweets that carry targeted information about offers, coupons and contests through custom targeting.

Social media platforms have been a melting pot for running promotional campaigns for e-tailers understanding the different user behavior attributes, interests and changing buying behavior patterns. Social networks such as Twitter and Facebook, and e-commerce brands like Amazon, Flipkart and Snapdeal are blending their assets across platforms to tap into customer preferences. Moreover, e-tailers are reducing the length of the purchase cycle by using features like the ‘Get Deals’ button.

 

Catching the Eye Balls

Images and short format videos are gaining traction in India. Visual rich media content clearly dominates the social media space and gains the majority of engagement with Indian audiences as more people than ever before are sharing, discovering and engaging with videos on Facebook and as content creators build and engage a global audience. From increasing audience traffic to digital publishers and the high level of online conversation during major events, this growth in content discovery and discussion is taking place across social platforms.

 

Reaching the Rural 

The soul of India lives in its villages with 60 percent of the population residing here. To reach the under-penetrated areas, Facebook has initiated the Internet.org project with a vision to provide basic mobile Internet services for free. The service is run by Internet.org in collaboration with a number of telecom players. This service is available in English and six local languages — Hindi, Tamil, Telugu, Malayalam, Gujarati and Marathi — and can be accessed via a dedicated Android app.

Facebook is by far the social networking platform with the widest reach, boasting of 118 million monthly active users in India, out of which 55-60 million are daily active users. 95 per cent of these users are ‘mobile-also’ users.

Twitter has specialized its service for the Indian audience with hashtags in regional languages and the ability to support regional language scripts, which has helped the social networking giant to reach out to the large number of non-English users in India who were previously untouched by the phenomenon of micro blogging.

Twitter in India takes center stage for breaking news and special events, bolstered by its partnership with broadcasters and media distributers. These partnerships have allowed Twitter to make the most of product innovations like polls, audio cards and the ability to share videos on the platform. Its rich media tweets gain far more reach than standard text-only tweets.

 

Focus on Social Mobile

Whether it’s discovering information about a breaking news story or an upcoming TV show, an exclusive screening of a movie trailer first or celebrities engaging with fans in authentic and meaningful ways, people converse on social media around the things that matter most.

As Indians continue to gain access to cheaper smartphones and data plans, with shifting platform preferences, it is imperative that brands shift focus to social mobile communications to reach out to an audience that are always on the go.

The future of social media marketing is expected to be mobile driven and in the year ahead it is most likely that we will be seeing more contextual and location centric content, helping brands to evaluate the different platforms better with accurate reporting capabilities for tracking engagement.