Multi-location brands can configure Facebook location pages for each of its locations. This presentation explains what Facebook Place Pages are, why they exist, why you need to take control of them and who should do so.
4. Heathrow Terminal 2 has two Facebook Pages
What’s the difference?
Official Page Unofficial Page
Managed Unmanaged
20,289 likes
4021 reviews
802 likes
204 reviews
186,750 visits (check-ins)
5. Are your customers checking-into;
unclaimed,
unmanaged and
unbranded Facebook location pages?
6. ▪ Facebook Place Pages for Multi-location Brands
▪ What they are
▪ How and why they exist
▪ Why they need to be managed
▪ Who should use them
What am I going to talk about?
29. Duplicates take traffic away from official pages.
Old (standalone) Page. New (verified) Page.
Last reviewed March 2018 Last reviewed in Nov 2015
30. Facebook Local
New
Discover places to go and
events near you!
▪ Facebook and Facebook
Local share the same code
▪ Accurate location information
and branding is important
38. Brand Followers Brand Posts are only
seen by brand followers
Branch Followers
Branch Posts
are seen by a
few followers.
Standalone pages lack brand consistency and have a small audience.
39. 39
Facebook Place Pages are a strategic asset that can
magnify the brand
Alone = Diluted Together = Stronger
40. ▪ Greater control
▪ Consistent branding for all locations
▪ Managed centrally
▪ More efficient to administer & monitor customer interactions
▪ Better able to administer local Facebook Ads
The Benefit
of managing Place Pages within a Location Hierarchy
49. There are 3 Facebook location hierarchy options
Most versatile.
Good for franchises
Brand Page
Best of both
Worlds
Brand Page
Local
Heroes
Brand Page
Central Content
Branch Content
Fill in the
Gaps
50. 50
Interaction Type Brand Page Place Pages
Like Yes Yes
Share Yes Yes
Check-In No Yes
Post Optional Optional
Review Optional Optional
Configuring how customers interact with your Brand and Place Pages
Configurable
Fixed
51. 1. Audit your Facebook locations. Identify locations with:
▪ Owned Pages
▪ Unofficial Pages, or
▪ No Pages
2. Devise a strategy for local Facebook management
3. Verify your Brand Page and configure it for locations
4. Set-up Places Pages for each location
5. Merge or delete UFLoPS and owned pages
6. Manage
Process:
Set-up and manage a Facebook Location Structure
52. Takeaways
1. Facebook is going local.
2. Do customers check-in to your brand?
3. Do you know where your customers are checking-in and
are you in control of those places?