Announced on October 17, 2012, Facebook global pages allow brands to maintain one URL of their Facebook organizational page and at the same time offer localized experience to different geo-targeted locations. This slidedeck attempts to give the reader a basic understanding of Facebook global pages.

1. Facebook Global Pages
(A basic understanding)
- Umananda Mukherjee

2. Facebook Global Pages
Announced on October 17, 2012, Facebook global pages allow brands to
maintain one URL of their Facebook organizational page and at the same time
offer localized experience to different geo-targeted locations. This attempts to
tackle the issues which the erstwhile Facebook system posed, where brands
could either maintain a single fan page across all of their markets, or create
local pages for each market.

3. Broadly summed up in 3 points:
1
One global brand: Irrespective of the page users land in, Facebook will
dish out the same page name (translated into their local language), a
consolidated fan count and People Talking About This (PTAT) stats hence,
fortifying a brand’s social proof and build trust with existing and potential
customers.
2 One single URL: Brands who have been maintaining facebook pages for
multiple locations with multiple URL will now have the liberty to only
manage and promote a single URL and at the same time catering to users
from several regions.
3 One consolidated control panel: Instead of going to each page and
checking for insights of the particular page, administrators of the global
page will now be able to see insights for all global users in one centralized
control panel. This will enable brand managers to measure their worldwide
and local reach, compare regions against each other and gaining greater
understanding of the global markets.

4. Few key facts:
• Although, "Facebook global pages" features a
consolidated "Like" and "People Talking About This"
statistics, the local language, timeline cover photo,
profile photo, applications, 'About' information and
even news feed stories will vary according to a
specific region.
• Facebook users who will be identified with their IP
addresses will be routed to the most relevant page
of the brand and will also have the option to visit
other region pages of the brand via a drop-down
menu.
• At present, Facebook is offering this new structure
only at country level and not on a state or city level.

5. The good points:
• Many brands on Facebook have huge fan base, however, brand
managers on Facebook have often realized that their posts reach
only a small group of people and largely fail to extract any
worthwhile action from its fans. That is where, Facebook global
pages promises to bring in its worth. Giving brands the option to
share region-customized content to their targeted audience,
brands can greatly increase their chances of making their product
campaigns on Facebook a successful one.
• Administrators of the global page can set up local versions of its
Facebook page, plus a default page for everyone else. Users will
be dynamically directed to the most relevant page available for
their region, relieving brands from having to set up separate,
country-specific Facebook Pages which will surly turn out to be a
big resource saver.

6. The not-so-good points:
• Although global Pages are free, not all brands can take
advantage of this. Only those spending enough on Facebook ads
(roughly around 10,000 plus per month) to justify a named
account manager at Facebook are eligible.
• Brands who have a large fan base concentrated in one region,
might also not find the new structure of "Facebook global pages"
useful.
• A distinct feature of Facebook global pages is the automatic
translation of the content to match a user's location. Facebook will
translate the page name and content to match a user’s country.
The downside lies in the Facebook relying on "Bing translation",
an automatic translation service which often results in
grammatically incorrect sentences and even misinterpreted ones.

7. Kit Kat Facebook Global Page
Kit Kat, one of the world's leading chocolate brands, was one of the first
few brands to make use of Facebook's latest offering in the form of
Global pages.

8. 46 Kit Kat Facebook Global Pages
Trying to cater to as many locations as possible, Kit Kat Facebook Global
pages is available in 46 different locations/countries/versions.

9. Kit Kat Australia and Brazil
Kit Kat Australia Facebook page
Kit Kat Brazil Facebook page

10. Connect with me on:
http://www.linkedin.com/pub/umananda-mukherjee/18/aa8/638
http://www.slideshare.net/UmanandaM
http://twitter.com/umanandaM
Sources:
http://www.facebook-studio.com/news/item/announcing-a-new-pages-structure-for-global-brands
http://wearesocial.net/blog/2012/1 1/facebooks-global-pages-answer/
Disclaimer: I don’t own rights to any of the images used on this presentation. The purpose of this presentation is only
informative and not commercial in anyway. The published information in no way reflects the views and opinion of my
employer and represents only my personal viewpoint.