Considered an old deck now, this covers the parent-child relationship of Facebook pages prior to the Timeline launch for brand pages.

1. Parent-Child Local Pages
Stephanie King

2. Agenda
Parent-Child Overview
Why it Matters to Brands
Why it Matters to Fans
Localized Case Studies
Vendors
Takeaways
Appendix
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3. “Parent-Child” Model
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4. Overview
Parent-Child: relationship between main Facebook brand Page “parent,”
and local location Pages,“child”
e.g. Applebee’s Page vs. Brooklyn Applebee’s Page
parent child 4

5. Overview
To connect local “child” Pages with main “parent” Pages, Facebook
includes a link below the name on child Pages back to parent Page
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6. Overview
Likes & check-ins add up!
Check-ins and Likes from child Places or locations are
included in parent Page’s overall likes and check-ins
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7. Locating a Child Page
1. Search Facebook for main parent Page
2.Visit LOCATIONS tab
3. Options:
enter Zip code into Bing-powered map,
or hover over location on map,
or select from drop down list 7

8. Why it Matters
Implications for brands & fans
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9. Why Parent-Child model matters for brands
Connects brick &
mortar stores
with larger brand
Manage
consistent
Easier to
messaging,
localize voice
logos, slogans,
deals
Can encourage
local ad spend
to gain more
fans/traffic
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10. Why Parent-Child model matters for brands
Parent-child tool for Admins
Full control over children Places
(edit info, post or moderate content, change
settings, install apps)
View all children Places,
including store ID, address, Likes, check-ins
Admin can choose to make “Locations” tab visible
Not available to all brands
Need rep, 5 locations, ad spend
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11. Why Parent-Child model matters for brands
Brands have more control!
Quickly remove questionable posts from local admins/fans
Monitor performance of child Pages - if local reps are active
Push changes to all Pages at once - settings, apps, content
Manage launch of contests or sweepstakes apps,
regionally or nationwide
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12. Why Parent-Child model matters for fans
Easily locate
your local
store, hours,
address, etc.
Navigate Content can feel
between your personalized - find
local, relevant deals,
local location &
promos, coupons,
bigger brand contests
Potentially
engage with local
reps/employees
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13. Case studies
Local approaches to Parent-Child system
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14. Formats to link Parent & Child Pages
A Apps on parent Page, with curated local content on custom local tab
B Apps on parent Page, with curated local content on custom local tab
that redirects fans to individual separate child Pages
C Individual separate child Pages from the corporate parent Page
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15. A Apps: curated content in local tab
enter Zip code into custom tab active local tab or less active, but still relevant
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16. A Apps: curated content in local tab
search for your local location provided w/local curated deals & specials
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17. A Apps: curated content in local tab
set up an appointment through custom tab enter Zip code & book appointment 17

18. B Apps: curated content in local tab; redirects to child Pages
enter Zip code on local tab like-gate encourages fans to seamlessly redirects to a
like their local store seperate local store/child Page
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19. C Individual parent & child Pages
or
search for local store active local child Page vs. stagnant local child Page
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20. Vendors
Third Party tools for
management & content curation
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21. Vendor Options
PARENT-CHILD MANAGEMENT TOOLS CONTENT CURATION TOOLS
Helps agency or brand to manage Parent Helps populate local tab with
Page & all smaller local Child Pages relevant info for fans
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22. Parent-Child Model Management: Expion
Dashboard allows brand to control content/apps on all pages
Pre-populate calendars with assets for local Pages
Engagement dashboard; respond right in platform
Hierarchy of approvals
View competitor stats
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23. Parent-Child Model Management: Hearsay Social
Brand can control messaging across all Pages
Empowers brands to choose either a HearSay
rep, an agency, or themselves to engage/
respond on Pages
Works across other social channels
Search for mentions or content of your brand
Robust analytics
Rogue page finder
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24. Content to populate custom local tabs: Curation Station
Curates content across the web relevant to brand
Twitter Image of latest promo - Aggregates & pushes content from Twitter, blogs, RSS feeds,
Stream, like a big photo of the and websites to a customized tab
local Arby’s Fish Sandwich
tweets
Possible format could include carousel of local photos, videos
if possible
Helps create more personalized content on a local level
Photo:
fan in PHOTO PHOTO
local
Arby’s
Comp example of Local
module that agency would
Video - local fans at in-store event
provide Curation Station
to populate
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25. Content to populate custom local tabs: Percolate
Curates content across the web relevant to brand
With Percolate, would need to build custom tab
Create keyword list for Percolate to identify
relevant content
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26. Takeaways
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27. Takeaways
BRAND BENEFITS
•Connects local stores w/larger brand
•Consistent messaging/app deployment
•Can localize voice
FAN BENEFITS
•Access to local info- hours, address
•Personalized content: deals, promos,
coupons
•Ability to easily visit Parent brand
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28. Takeaways
3 WAYS TO APPROACH PARENT-CHILD
•Apps on Parent Page w/curated content within a local tab
•Apps on Parent Page w/curated content that redirect to child Page
•Separate Parent & Child Pages
THIRD PARTY VENDORS
•Management and creating/curating relevant local content
•Management tools: HearSay Social and Expion
•Content management tools: Curation Station and Percolate
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29. THANKS!
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