Visa Colombia: Improving Facebook brand page's health for Visa through social network analysis
Carlos Payares, Gloria Roncancio and Jonathan Romero
Campaign details
Brand owner: Visa IncAgency: PHD and BrandScienceBrand: Visa ColombiaCountry: Columbia
Executive summary
This case study describes the application of analytical techniques to deliver actionable insights, in order to improve Visa's Brand Page performance in Colombia. In May 2013, Visa had a large community on Facebook but was struggling to increase engagement and create business value. Through a deep understanding of the behaviour of its network (anatomy, structure and key metrics), the...