Visa Colombia: Improving Facebook brand page's health for Visa through social network analysis

This case study describes how Visa, the financial services company, applied analytical techniques to improve its Facebook page performance in Colombia.

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...

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