Global vs.

Local Page Architecture

Global vs. Local Page Architecture

1. Global Page

2. Global Page + Local Pages

3. Multiple Local Pages

Global vs. Local Page Architecture

More Centralized

More Localized

Centralized: Dove

Centralized: Dove

Centralized: Dove

Pros
One centralized global community for conversation and content

Cons
Organizational challenges, multiple administrators with publishing control by region Content may not be relevant to every country/region Global wall, conversation may not be country specific Language barriers

Centralized: Dove
Allows for one unified community with tab where content can be localized, relevant, and country specific Tab can be templatized to allow easy localized content upload Easy to start conversation and maintain authentic, consistent voice Publishing can be segmented by country and language

Hybrid: Starbucks

Pros
Maintains one centralized hub for global communication

Cons
Multiple pages to manage Segmented communities Global wall, conversation may not be country specific

Hybrid: Starbucks
Universal world tab allowing users to easily navigate to multiple communities around the world Allows relevant conversation and content publishing for specific regions with autonomous pages Brand identity can adapt to specific region i.e. aspiration, value, etc

Decentralized: Captain Morgan

Pros

Cons
Multiple pages to manage Segmented communities May be difficult to effectively control brand voice Potential consumer confusion

De-centralized: Captain Morgan

Ability to amplify local sponsorship (Events, UEFA, US Open, etc) Easy to tailor conversation to audience World tab allowing users to navigate to other communities

All content and conversation is relevant and specific to region or country

Can be language specific