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Facebook Marketing | Global Pages & Parent Child - Die Lösung von Facebook für globale und lokale Strategien

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Global Pages & Parent Child - Die Lösung von Facebook für globale und lokale Strategien. Vortrag von Thomas Hutter an der All Facebook Marketing Conference 2014

Publicada em: Marketing
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Facebook Marketing | Global Pages & Parent Child - Die Lösung von Facebook für globale und lokale Strategien

  1. 1. AllFacebook Marketing Conference 25. März 2014 Die Lösung von Facebook für globale und lokale Strategien! Global Pages & Parent/Child
  2. 2. Globale Strategien Globale Strategien
  3. 3. Globale Strategien Global Marken & Unternehmen Marken mit länder-/ regionen- spezifischen Ausrichtungen
  4. 4. Globale Strategien | Beispiele
  5. 5. Globale Strategien | Strategie Möglichkeiten «vor» Global Pages Single Page Strategie Eine Seite für alle Länder GER UK USA
  6. 6. Globale Strategien | Strategie Möglichkeiten «vor» Global Pages Single Page Strategie Eine Seite für alle Länder GER UK USA Eine globale Community  eine einzelne Präsenz auf Facebook  eine globale Fanzahl  ein globales PTAT + Eine Vanity-URL+
  7. 7. Globale Strategien | Strategie Möglichkeiten «vor» Global Pages Single Page Strategie Eine Seite für alle Länder GER UK USA Keine Lokalisierungsmöglichkeit  Limitierung auf einen Seitennamen, ein Titelbild, ein Profilbild, eine Chronik, Applikationen, etc  Eine globale Fanzahl  Ein globales PTAT - Geo-Targeting für jeden Beitrag- Keine spezifische Rechtevergabe-
  8. 8. Globale Strategien | Global Pages Multi-Page Strategie Eine Seite pro Land GER GER UK UK USA USA
  9. 9. Globale Strategien | Global Pages Multi-Page Strategie Eine Seite pro Land GER UK GER UK USA USA Komplette Lokalisierung  Eigener Seitenname, individuelles Titel- und Profilbild, eigene Chronik, Meilensteine.  Kein Geo-Targeting für Beiträge notwendig.  Länderspezifische VanityURL + Insights-Daten auf Länderebene+
  10. 10. Globale Strategien | Global Pages Multi-Page Strategie Eine Seite pro Land GER UK GER UK USA USA Keine globale Community- Kleiner Markt = kleine Fanzahl- Keine organisatorische Verbindung - Viele Suchtreffer, Fans können Fans der falschen Seite werden. - Keine zentrale Brand-Kontrolle-
  11. 11. Globale Strategien Global Pages
  12. 12. Globale Strategien | Global Pages Global Pages Alle Vorteile aus beiden Strategien vereint! MAIN Alle anderen SA Süd- amerika USA USA JPN JPNRestl. Europa EMEA UK UK GER GER
  13. 13. Globale Strategien | Global Pages Global Pages Alle Vorteile aus beiden Strategien vereint! GER UK Alle anderen GER UK MAIN JPN USA USAJPNRestl. Europa EMEA SA Süd- amerika Eine globale Seite mit einheitlichen Namen und kummulierten Fanzahl, PTAT- Werten + Automatische Weiterleitung des Besuchers auf die Länder- / Regionenseite +
  14. 14. Globale Strategien | Global Pages Global Pages Alle Vorteile aus beiden Strategien vereint! GER UK Alle anderen GER UK MAIN JPN USA USAJPNRestl. Europa EMEA SA Süd- amerika Globale & länder- / regionen- spezifische Insights + Komplette Lokalisierung pro Länder-/Regionenseite  Eigener Seitenname, eigene Kurz-URL  Individuelles Titel- und Profilbild  Eigene Chronik, Meilensteine  Applikationen  Kein Geo-Targeting für Beiträge notwendig, aber möglich +
  15. 15. Globale Strategien | Global Pages Global Pages Alle Vorteile aus beiden Strategien vereint! GER UK Alle anderen GER UK MAIN JPN USA USAJPNRestl. Europa EMEA SA Süd- amerika Zentrale Organisationseinheit mit Kontrolle über sämtliche Länder-/ Regionenseiten + Länder- / regionenspezifische Berechtigungen + Zentrale Brand-Kontrolle+
  16. 16. Globale Strategien | Global Pages Global Pages Alle Vorteile aus beiden Strategien vereint! GER UK Alle anderen GER UK MAIN JPN USA USAJPNRestl. Europa EMEA SA Süd- amerika Keine übergeordnete Publishing- Funktionen >> CMS notwendig - Keine zentralen Management- Funktionen für Brand-Kontrolle -
  17. 17. Globale Strategien | Global Pages Beispiel
  18. 18. Globale Strategien | Global Pages Beispiel
  19. 19. Globale Strategien | Global Pages Beispiel
  20. 20. Globale Strategien | Global Pages Beispiel
  21. 21. Globale Strategien | Global Pages Umstellung GER UK USA GER UK GER UK USA USA Schritt 1 Länder-/ Regionen- seiten erstellen Schritt 1 Inventarliste und allfällige zusätzliche Länder-/ Regionen- seiten erstellen Schritt 2 Mapping der Länder- und Regionen zu den Seiten erstellen. Schritt 3 Transition in Global Pages Struktur.
  22. 22. Globale Strategien | Global Pages Umstellung GER UK USA Option 1 «Fanmigration» bei einer Multi-Page Strategie Migrationsalgorithmus
  23. 23. Globale Strategien | Global Pages Umstellung GER UK USA Option 2 «keine Fanmigration» bei einer Multi-Page Strategie Migrationsalgorithmus
  24. 24. Globale Strategien | Global Pages Umstellung GER UK USA Option 3 «Fanverteilung» bei einer Single-Page Strategie Single Page
  25. 25. Lokale Strategien Lokale Strategeien
  26. 26. Lokale Strategien Unternehmen mit vielen lokalen Standorten (Filialen) Franchise Unternehmen
  27. 27. Lokale Strategien | Beispiele
  28. 28. Lokale Strategien | Strategie Möglichkeiten «vor» Parent/Child Single Page Strategie Eine Seite für alle Fans
  29. 29. Lokale Strategien | Strategie Möglichkeiten «vor» Parent/Child Single Page Strategie Eine Seite für alle Fans Eine landesweite Community  Eine einzelne Präsenz auf Facebook  Eine Fanzahl  Ein PTAT + Eine VanityURL+
  30. 30. Lokale Strategien | Strategie Möglichkeiten «vor» Parent/Child Single Page Strategie Eine Seite für alle Fans Keine Lokalisierungsmöglichkeit- Geo-Targeting für lokale Beiträge- Lokale Promotionen aufwändig- Lokale Veranstaltungen aufwändig-
  31. 31. Lokale Strategien | Strategie Möglichkeiten «vor» Parent/Child Single Page Strategie Eine Seite für alle Fans Keine CheckIn-Möglichkeiten am Filial-Standort - Landesweiter Support oft aufwändig und meistens eine organisatorische Herausforderung - Möglicher Wildwuchs durch lokalen Aktionismus -
  32. 32. Lokale Strategien | Strategie Möglichkeiten «vor» Parent/Child Page & Multi-Place Strategie Eine Seite, lokale Standorte MUC HAM BERFRA
  33. 33. Lokale Strategien | Strategie Möglichkeiten «vor» Parent/Child Page & Multi-Place Strategie Eine Seite, lokale Standorte MUC HAM BERFRA komplette Lokalisierung  eigener Seitenname, individuelles Titel- und Profilbild, eigene Chronik, Meilensteine.  kein Geo-Targeting für Beiträge notwendig.  lokale Applikationen möglich + lokale CheckIn-Möglichkeit+ dezentraler Support möglich+ Insights-Daten auf lokaler Ebene+
  34. 34. Lokale Strategien | Strategie Möglichkeiten «vor» Parent/Child Page & Multi-Place Strategie Eine Seite, lokale Standorte MUC HAM BERFRA Viele Suchtreffer, Fans können Fans der falschen Seite werden - Kleine Region = kleine Fanzahl- Keine organisatorische Verbindung, keine zentral Kontrolle, häufig Wildwuchs - Keine landesweite Community-
  35. 35. Lokale Strategien Parent / Child Pages
  36. 36. Lokale Strategien | Parent/Child Lösung Parent/Child Alle Vorteile aus beiden Strategien vereint! GER FRAHAMBER MUC LEJ DUS
  37. 37. Lokale Strategien | Parent/Child Lösung Parent/Child Alle Vorteile aus beiden Strategien vereint! GER FRAHAMBER MUC LEJ DUSRegionenspezifische Insights+ Eine landesweite Seite mit  einheitlichem Namen  kumulierten CheckIn-Zahlen  einer Kurz-URL für die Bewerbung +
  38. 38. Lokale Strategien | Parent/Child Lösung Parent/Child Alle Vorteile aus beiden Strategien vereint! GER FRAHAMBER MUC LEJ DUS komplette Lokalisierung  eigener Seitenname, eigene Kurz-URL  individuelles Titel- und Profilbild  eigene Chronik, Meilensteine  Applikationen  Kein Geo-Targeting für Beiträge notwendig, aber möglich + Lokale Promotionen / Veranstaltungen möglich +
  39. 39. Lokale Strategien | Parent/Child Lösung Parent/Child Alle Vorteile aus beiden Strategien vereint! GER FRAHAMBER MUC LEJ DUS Zentrale Organisationseinheit mit Kontrolle über sämtliche Regionenseiten +
  40. 40. Lokale Strategien | Parent/Child Lösung Parent/Child Alle Vorteile aus beiden Strategien vereint! GER FRAHAMBER MUC LEJ DUS Viele Suchtreffer, Fans können Fans der falschen Seite werden- Keine CMS-Funktionalität für zentrales Publizieren in alle Orte - Keine Brand-Verwaltungsfunk- tionen (Profilbilder, Titelbilder) -
  41. 41. Lokale Strategien | Parent/Child Lösung Parent/Child Alle Vorteile aus beiden Strategien vereint! GER FRAHAMBER MUC LEJ DUS Nutzerverwaltung bei dezentraler Verwaltung aufwändig - Fanzahlen werden nicht kummuliert (nur CheckIns) - Schulungsaufwand bei dezent- raler Verwaltung aufwändig -
  42. 42. Lokale Strategien | Parent/Child Map
  43. 43. Lokale Strategien | Parent/Child Map
  44. 44. Lokale Strategien | Parent/Child BackEnd
  45. 45. Lokale Strategien | Parent/Child BackEnd
  46. 46. Lokale Strategien | Parent/Child Herausforderung Content Management zentrale / dezentrale Verwaltung sämtlicher Orte, Nutzer und Inhalte zentrales / dezentrales Publishing auf einzelnen, mehreren oder allen Seiten Vorlagenpool für Beiträge Ticketing und Knowledge-Base Statistiken und Analyse
  47. 47. Lokale Strategien | Parent/Child Umstellung Schritt 1 Liste neu zu erstellende lokale Seiten Schritt 1a Inventarliste bestehende lokale Seiten Schritt 2 Transition in Parent/Child Struktur. MUC HAM BER Schritt 1b Inventarliste bestehende lokale Seiten
  48. 48. Globale / Lokale Strategien | Herausforderungen Herausforderungen Eine umfassende Strategie ist zwingend notwendig !Organisatorischer Aufwand darf nicht unterschätzt werden !Eine Content Management Lösung bietet Facebook nicht ! Ein stimmiges globales/lokales AdsKonzept ist notwendig !
  49. 49. Thank you.
  50. 50. Hutter Consult GmbH Schüracker 6 8362 Ifwil / Balterswil Tel. 052 366 22 93 info@hutter-consult.com www.hutter-consult.com Kontakt skype:th.hutter facebook.hutter-consult.com twitter.hutter-consult.com gplus.hutter-consult.com xing.hutter-consult.com linkedin.hutter-consult.com thomashutter.com

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