Global Brands in Social Media: BlackBerry and Starbucks Case Studies
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Lionbridge, a 4,200-strong global translation and localization company, invited key clients and prospects to their Lionworld Boston conference to discuss global marketing challenges. As a global leader in social media technology enabling global brands to build, manage and measure their social media presence, Syncapse was asked to present. This deck follows BlackBerry and Starbucks as case studies using only publicly accessible data to showcase how it's done right.
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Global Brands in Social Media: BlackBerry and Starbucks Case Studies
- 1. Building Global Brands Online How brands like BlackBerry and Starbucks are building, managing and measuring highly engaged local communities
- 5. Coca-Cola Community: 5,783 interactions English-only posts Multilingual responses
- 6. Starbucks Main Page: 1 Main Page 17.3M fans Global map
- 7. Starbucks Taiwan 25 Regional Pages 394k fans 2,321 interactions 100% Chinese
- 8. Approaches There are two options when building a Global Facebook community: Single Global Page Global Plus Regional
- 9. Approaches For most brands we recommend the Global Plus Regional approach
- 10. Considerations Consider five key social factors: Targeting Branding Engaging Reporting Managing
- 11. Engaging A Single Global Page generates less engagement due to: Irrelevant posts Noisy walls Geo-targeting misses
- 12. Engaging Reactions to mistargeted posts vary: Humorous Angry Instructive But none are about the brand.
- 13. Engaging
- 14. Engaging
- 15. Engaging The 8 biggest brands average 0.4 interactions per 1k fans
- 16. Engaging Starbucks has regional Pages like Taiwan & Argentina with over 15x those interaction ratings
- 17. Engaging Blackberry has regional Pages like Indonesia & Mexico with over 10x those interaction ratings
- 18. Branding Search results can get buried by UGC Pages: The main Adidas Page is actually the 36th result
- 19. Branding Many official Pages allow you to own the first key search results
- 20. Reporting Aggregate insights can only be drawn from a central publishing platform Geo-targeted posts must bypass platforms and cannot be aggregated Platforms allow you to draw actionable insights across Facebook, Twitter, YouTube, WordPress
- 21. Reporting Publishing platforms can pull in all comments and identify the most influential responders in your community Frequency Propagation Recency Reach Tone
- 22. Managing Community management on a global scale is often time-consuming and risky Use a platform to govern access and workflow instead of granting full access to everybody Scale globally with control
- 23. Summary Regional teams post local content to their own Page
- 24. Summary Global teams syndicate equity messages to all Pages at once
- 25. Thank You Let’s start the conversation. Andrew Cherwenka VP Sales – US a.cherwenka@syncapse.com (646) 267-2474 41 East 11th St, 11th Floor New York, NY, USA 10003 www.syncapse.com