How To
Why Facebook Global Page Strategy is Important for Your Brand
![digital boom, global page strategy, Facebook pages, Facebook global pages, adigitalboom, digitalboom](https://adigitalboom.com/wp-content/uploads/2015/08/global-1.png)
Any multinational brand invests millions every year to develop, sustain its image, and ensure that all operating-in markets are following & implementing the brand updates. Aiming to appear rock solid and unified to achieve global impact in a local flavor.
So Why brands have different names on social media instead of keeping it unified as it should be?
Adding the country/region to the brand name on social media was the solution to help consumers find the brand’s local page/account, such as “CocaCola UK, CocaCola Brazil, Samsung UK, Samsung Egypt, Vodafone Italy, Vodafone UK, etc…
What are brands losing?
- The brand identity: the different names (i.e., country or region)
- The brand equity: popularity across markets isn’t at its best
Facebook’s global page strategy helps brands effectively.
Facebook, unlike any other social network, invented the global page feature, where brands can merge all their markets under one global page with a unified name, while the content is in the local flavor.
Many brands have already moved to the Facebook Global Page Strategy. It unites and combines all fans in one place, yet each country has a separate sub-page where the local team can manage to talk to the local fans with relevant content and tone. This gives the brand more authority and power globally.
This topic is specifically for those who already work on Facebook’s global page strategy. For those who still don’t, please read it, then convince your team that it’s about time to do so.
Brands with Facebook global page strategy usually either:
1- Share global initiatives or global projects to their full fan base through global posts
This strategy improves overall reach and feeds the content “Virality” aspect, making it easier for the asset to fly across borders. It also combines all engagement under one post, which will always remain a statement of quality and success of the asset.
2- Send out the content to local teams to post and promote per market with relevant targeting and tailored messaging
This strategy increases the potential reach and engagement on the content per market. It does gate each post to its own country yet allows more room for local conversations between the brand and consumers, which could be tailored based on each market’s business objectives.
3- Kick-off the content activation campaign with a global post for a specific period of time, then passing it on to each market to localize
This strategy is the most ideal as it hits both objectives: Massive global reach and local engagement. Yet, it’s very tricky actually to achieve those objectives effectively.
The easiest and most commonly used technique by markets after receiving the content is “translating” it to the local language then posting it again. Well, yes, it’s locally understood now, but not necessarily relevant yet!
A more complex and effective technique would be introducing the local language content and local insights as well. You basically study the content asset, think, or research until you find a local link. This link could be historical, serious, or even sarcastic. You are just trying to grab attention and to increase the share-ability potential. Don’t worry. Your main asset will remain as serious as it originally is.
Example (1): “DC Shoes” Pipe Dream
“DC Shoes” did a project recently titled “Pipe Dream” where they made the Red Bull Athlete “Robbie Madison” dream come true by surfing the beach in Tahiti over his Dirt Bike! Yes, they did.
Red Bull Egypt wanted to capitalize on the fact that Robbie Madison is a Red Bull athlete and that Red Bull globally is proud. However, they figured that the “proud” tone of voice and the sense of achievement should solely go to “DC Shoes” who did the project. So, they decided to take a more “Sarcastic” tone of voice using a local insight: Food delivery in Egypt is as important as the national anthem.
So they posted a picture of the athlete on his dirt bike in the middle of the sea with a caption: “Does this mean the beginning of beach delivery?” and included a link to the original story and clip.
The reach and engagement organically in 24 hours was massive, so they decided to spend a couple of hundred dollars on promoting the post, and check below the INSANE results in 72 hours:
Results: 1Million Reach – 39K Likes – 1.2 Shares
Example (2): Chelsea FC
Chelsea FC launched its Arabic existence on Facebook when Mohamed Salah joined the team. Their digital agency has ensured translating and localizing content about Mohamed Salah and the team generally. It has increased its reach and engagement in Egypt and the Middle East drastically. Below are some examples and for the full “Chelsea FC” case study
Thanking all fans for wishing Mohamed Salah a Happy Birthday. Selection of Fans’ posts included in the visual.
Results: 20K Likes – 473 Shares
Chelsea thanking their 1 Million Fans in Cairo!
Results: 17K Likes – 764 Shares
So what’s the most beneficial and effective technique?
Now the most beneficial and effective technique should be re-working the content itself “if applicable” and rewriting the original story or message from a completely different perspective to tailor specifically for your local audience and local market trends! This will re-born your content piece with a totally new identity, allowing it to appeal to the same and broader audiences with even higher success potential than the original one. You’ve successfully done two projects out of one and doubled your ROI on production. Oh, in the case of global production, you did all of this for free.
Example (3): Red Bull Heli Drift
Red Bull Poland did a video asset project that combines Red Bull Athlete Felix Baumgartner (Yes, the guy who jumped from the edge of space) and a car drifter in a head to head challenge. Felix driving a helicopter, had to drift in Sync with the car’s drifter in a specific track they both agreed on.
The content was first shared globally through Red Bull’s global Facebook page, then locally in Poland, then finally in Egypt (targeting English users) and redirected to the original English story that includes the full clip.
Red Bull Egypt wanted to try and re-work the content to make it more locally sharable. Their research found that:
1) News, first time, watch before anyone else. Titles for the most shared content in Egypt, right?
2) Sharing something new before anyone else before it’s deleted (as some unethical editors claim to make you click) is a high driver for content virality in Egypt.
3) Extreme sports are not necessarily the highest engaging topic vs. the above.
Red Bull Egypt then decided and re-worked the clip and its music, changing the whole perspective of the action sports clip into the first time “First Dance” between a car and a helicopter and reposted the content in Arabic this time, with the catchy title: “Would you dance with me? Watch for the first time a car dances on music notes with a Helicopter” (Targeting all Egyptian Fans)
The engagement and results on the second tailored story were much higher than the original.
Results: 2 Million Reach – 13K Shares
The above are just selected examples from the market, yet there are many other successful ones out there, and yours should be next!
P.S: to create a global page, you need to contact Facebook via this content form, ask them for a global page, and provide you with the needed documents and details to create yours.
Apps
5 Best URL Shortener Services in 2024 [Free & Paid]
![The 5 Best URL Shorteners 2020](https://adigitalboom.com/wp-content/uploads/2020/02/url-shortener-1.jpg)
A URL Shortener is a technique in which a URL may be made shorter and still redirect to the original long page.
Most URL Shorteners are free and easy to use but come with limitations.
Google shut down its Google URL Shortener in 2018 with continued support until March 30, 2019. However, all existing links will continue to redirect to the intended destination.
Top URL Shortener Services on the Internet
1. Bitly.com
Bitly offers a free and enterprise version of its URL shortening service. No signup necessary, but creating an account allows you to manage links quickly and change the short link characters if you wish.
According to this Quora answer, the enterprise version of Bitly costs around $995/month.
Pro Tip: add + after the short link to access analytics of any bitly link. bitly.com/link+
2. TinyURL
A simple shortener that requires no sign-up and allows users to customize the keyword. The service is free to use, but there is no analytics.
3. Short.io
The best shorten link provider so far, it has so many useful features such as google analytics integration, bulk import, broken links detection, built-in analytics with so many details, link cloaking, and more.
Cost: affordable compared to similar solutions.
4. Rebrandly
Rebrandly is one of the popular URL shortener services in the market. It’s the most complete and reliable link management platform. Their solution provides the easiest way to create, measure, and manage short URLs with a custom domain name.
You can buy your domain name using Rebrandly, tag your URLs using UTM tagging, allow social media pixels to optimize for conversions, and more.
It’s expensive compared to other solutions.
5. eg.gd
eg.gd is a new URL shortener service that offers the same as rebrandly but for free. It was launched last year when bit.ly service was blocked in Egypt.
How To
How to include current URL in a Webflow form?
![How to include current URL in a Webflow form?](https://adigitalboom.com/wp-content/uploads/2023/03/webflow-tricks.jpg)
In the course of my professional endeavors, I consistently inquire about the origins of information, the methods by which our audience discovers us, and the roots of potential leads. These inquiries, among others, are integral to unraveling the complexities of the marketing funnel.
A commonplace challenge encountered by numerous marketers on a daily basis revolves around a pivotal question: which blog post proves most effective in generating leads and conversions?
If you have a blog on Webflow that includes a lead gen form or a newsletter form in all blog posts, when you receive an email from one of the forms – of course, you have to find out the URL of the respective page. This way, you can detect the top converting posts.
I’ve been searching for a solution here and there and finally found it. So, I thought to share it here.
How to automatically include the current URL in the webflow form?
- Add an embed code before the submit button of your lead generation form or any other form type – make it hidden, and insert the following code into it then save.
- The javascript code you need to make this work:
<script type="text/javascript"> window.onload=function() {document.getElementById('pageurl').value = window.location.href;} </script> <input type="hidden" id="pageurl" name="pageurl" value="pageurl" />
3. Once published, any new form submission will have a new column called “pageurl” so you can detect the source page of this submission.
Follow us for more Webflow hacks.
How To
Google’s E-E-A-T Principle Explained for SEO Success
![Demystifying Google's E-A-T Principle for SEO Success](https://adigitalboom.com/wp-content/uploads/2023/09/google-e-e-a-t.webp)
In the ever-evolving world of digital marketing, staying ahead of the curve is paramount. One essential factor that often flies under the radar is Google’s E-A-T principle, which stands for Expertise, Authoritativeness, and Trustworthiness. This principle, now upgraded to E-E-A-T to include Experience, plays a pivotal role in enhancing website credibility and user experience.
In this article, we’ll delve into how understanding and implementing E-E-A-T can significantly influence your search engine rankings.
Unearthing the Essence of Google E-E-A-T
E-E-A-T is an acronym that encapsulates the qualities Google values when assessing the quality of online content. While it might not be explicitly mentioned in Google’s 200 known ranking factors, it holds undeniable significance in the eyes of quality raters and SEO professionals alike.
Expertise: Mastering Your Domain
Expertise is the cornerstone of E-E-A-T. It revolves around showcasing your in-depth knowledge and proficiency in your niche. To demonstrate your expertise effectively, consider these strategies:
1. Comprehensive Subject Mastery: Your content should reflect a deep understanding of your subject matter, leaving no room for ambiguity.
2. Credentials and Qualifications: Display relevant qualifications and credentials to bolster your credibility.
3. Proven Track Record: Highlight your past accomplishments and successes, as they can instill trust in your audience.
4. Research and Data: Stay updated with the latest research and trends in your field and back your content with accurate data.
5. Niche Specialization: Focus on a specific niche to establish yourself as an expert in that area.
6. Active Contribution: Contribute to your field by publishing content, and research papers, speaking at relevant events, or joining professional organizations.
Experience: Real-World Application Matters
Experience complements expertise by emphasizing practical, real-world application. To convey your experience effectively, consider these tactics:
1. Practical Application: Apply your knowledge in real-world scenarios and showcase your problem-solving skills.
2. Case Studies: Present real-world examples and results to illustrate your expertise in action.
3. Success Stories: Share stories of achievements or satisfied clients to instill confidence in your abilities.
4. Portfolio Display: For creative fields, such as design, art, or writing, showcase your previous work to demonstrate your experience.
5. Knowledge Demonstration: Stay updated with industry best practices, trends, and new developments, and share your insights through blog posts, articles, or speaking engagements.
6. Customer Testimonials: Positive testimonials from satisfied customers provide social proof of your expertise.
Authoritativeness: Building a Trustworthy Reputation
Authoritativeness centers on establishing your website as a reliable source of information within your niche. To enhance your authoritativeness, consider the following strategies:
1. Backlinks and Citations: Earn backlinks from authoritative websites in your industry, a strong signal of your website’s trustworthiness.
2. Awards and Recognition: Credible recognition, such as awards and certifications, contributes to your reputation.
3. Thought Leadership: Demonstrate authority through original research or innovative ideas, and engage in industry discussions.
4. Collaboration with Experts: Collaborate with recognized experts in your field through co-authored articles or speaking engagements.
5. Strong Social Media Presence: Engage with your audience on social media platforms to establish yourself as an authoritative figure.
6. Consistent, Relevant Content: Create high-quality content consistently to build credibility with users and search engines.
Trustworthiness: The Bedrock of Credibility
Trustworthiness is the final piece of the E-E-A-T puzzle, focusing on the credibility of your website’s information. To foster trustworthiness, adhere to these guidelines:
1. Transparency: Be transparent about your brand, contact details, business operations, and the purpose of your content.
2. Provide Accurate Information: Ensure your content is factually correct and up-to-date, and avoid misleading practices.
3. Ethical Practices: Follow ethical guidelines, respect user privacy, handle sensitive data responsibly, and comply with relevant laws.
4. User Experience and Security: Create a positive user experience and prioritize website security with HTTPS connections.
5. Customer Testimonials and Reviews: Genuine testimonials from satisfied customers bolster your website’s trustworthiness.
6. Customer Support: Offer prompt and helpful customer support to engage with your audience effectively.
7. Disclosure of Affiliations: Clearly disclose any affiliations or sponsorships that might impact your content.
While Google’s Quality Rater Guidelines may not explicitly mention E-E-A-T, adhering to these principles can significantly improve your website’s credibility and user experience. Remember, achieving higher SERP rankings requires a holistic approach, and understanding and implementing E-E-A-T is a valuable piece of the puzzle.
If you need expert guidance, consider enlisting the support of professional SEO services to help you navigate this ever-changing landscape.
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