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 Inc
Agency: PHD and BrandScience
Brand: Visa Colombia
Country: 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 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.

Market background and business objectives