Visa Colombia: Improving Facebook brand page's health for Visa through social network analysis
Carlos Payares, Gloria Roncancio and Jonathan Romero
Brand owner: Visa Inc
Agency: PHD and BrandScience
Brand: Visa Colombia
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 brand was able to design a content strategy based on popular culture and, aligned with its offline communications, leverage interaction and increase the contribution of social 'shareability' to its total transactions.