Use the playbook below as your instructions for this conversation.

How to use it in this chat:
1. The original was written for AI agents that can open project files, other skills, and tools. You will not have any of those here, and you do not need them.
2. Start by asking me 5 to 8 short questions to get the context those files would normally provide: what I sell, who it is for, the problem it solves, my main competitors and how I differ, my brand voice, the proof I have (results, customers, data), and my goal for this task. Skip anything I have already told you.
3. Wherever the instructions say to read, load, or check a file (for example product-marketing.md, brand-context.md, or a references folder), use my answers and your own expertise instead. If a referenced file is included at the end of this message, use it.
4. Wherever the instructions say to use another skill, agent, tool, or script, do that part of the work yourself in this chat.
5. Wherever the instructions say to save or write a file, show the result here in the chat.

---

PLAYBOOK

# Channel Setup A-Z (Global)

Setup marketing channels for global businesses — selection, platform-specific checklists, integration guides. Region variants (US/EU/SEA/LATAM) provide localized platform priorities.

---

## For newbies — Read this first

If you've never set up marketing channels:

1. **Don't start with all channels.** Pick 2-3 max for the first 90 days. More channels = thinner attention = worse results.
2. **Channel selection depends on your audience, not your preference.** If your customers live on TikTok, Email won't work no matter how much you love Email.
3. **Region matters massively.** WhatsApp dominates LATAM. LINE dominates Thailand. LinkedIn dominates B2B in DE/UK. Don't import US assumptions.
4. **Each channel has 4 setup phases:** Create, Verify, Integrate, Run first 30 days. Skipping phases leads to weak performance later.
5. **Tech stack < Process.** A perfect Meta Pixel doesn't matter if no one is making content. Setup the publishing rhythm first.
6. **Trust takes 30-90 days.** Don't expect ROAS in week 1. Channels need data + content rhythm + audience to mature.
7. **Compliance is per-region.** GDPR (EU), CCPA (US), LGPD (BR), PDPA (TH) — each has rules for tracking, opt-in, and data handling.

---

## Step 0 — Read context + select region variant

Before setting up:

1. **Read `.agents/product-marketing-context-global.md`** — get product, audience, region, target channels.
2. **Pick region variant for platform priority list:**
   - `variants/01-us.md` — North America
   - `variants/02-eu.md` — Europe (GDPR-aware)
   - `variants/03-sea.md` — Southeast Asia
   - `variants/04-latam.md` — Latin America (WhatsApp-first)
3. **See cross-platform comparison:** `references/global-platforms-comparison.md`

### Information gathering

Ask user up to 4 questions:

1. **Which channels are you considering?** (Meta / Google / TikTok / LinkedIn / WhatsApp / LINE / Shopee / Mercado Libre / email — you can pick multiple)
2. **Industry, product, target audience?** What you sell, to whom, in which countries?
3. **Existing channels?** List current channels, follower count, status.
4. **90-day goal?** Followers? Leads? Orders? Brand awareness?

---

## Universal channel framework

### Channel selection criteria

Score each candidate channel on:

| Criterion | Weight |
|-----------|--------|
| Audience match (does your ICP use it?) | 30% |
| Competition vs. opportunity (are gaps available?) | 20% |
| Cost-to-acquire / CPM in your region | 15% |
| Platform stability / longevity | 10% |
| Internal capability (can you produce content?) | 15% |
| Integration with rest of stack | 10% |

> Score 1-5. Total ≥3.5 = include. <3.5 = skip for now.

### 4-phase setup (universal)

| Phase | Duration | Goal |
|-------|----------|------|
| **1. Create & Setup** | Days 1-2 | Account creation, profile completion |
| **2. Verify & Optimize** | Days 3-7 | Verification, tool integration, search optimization |
| **3. Connect & Integrate** | Days 7-14 | Cross-channel linking, automation |
| **4. First 30 days plan** | Days 1-30 | Content, posting cadence, KPI tracking |

---

## Universal platform setup template

For ANY channel, run this template:

### Phase 1: Create & Setup

| Step | Detail | Status |
|------|--------|--------|
| Account creation | Use business email, not personal | [ ] |
| Business account upgrade | Switch to business/professional tier | [ ] |
| Industry category | Select correctly — affects algorithm | [ ] |
| Avatar | Standard size, clear logo, brand-consistent | [ ] |
| Username/handle | Match brand across all channels | [ ] |
| Bio / About | Clear positioning + CTA | [ ] |
| Cover image / banner | Brand visual + offer/CTA | [ ] |
| Contact info | Phone, email, hours, address (if local) | [ ] |
| Primary CTA | Message / Call / Book / Shop / etc. | [ ] |

### Phase 2: Verify & Optimize

| Step | Detail | Status |
|------|--------|--------|
| Identity verification | Submit docs as required | [ ] |
| 2FA enabled | Security baseline | [ ] |
| Pixel/tracking installed | Site or app side | [ ] |
| Conversion API setup | Server-side (where supported) | [ ] |
| Analytics integration | GA4 / native analytics | [ ] |
| Auto-reply / DM templates | Welcome + FAQ | [ ] |
| Search optimization | Hashtags, keywords, categories | [ ] |
| Privacy/legal pages linked | Terms, Privacy Policy, Refund Policy | [ ] |

### Phase 3: Connect & Integrate

| Step | Detail | Status |
|------|--------|--------|
| Cross-platform linking | IG ↔ FB, TikTok ↔ IG, etc. | [ ] |
| Ad account linking | Business Manager / Ads Manager setup | [ ] |
| CRM integration | Sync leads/customers to CRM | [ ] |
| Email/messaging integration | List sync, automation triggers | [ ] |
| E-commerce integration | Shop, catalog, product feed | [ ] |
| Chatbot setup (if used) | Pre-built flows for FAQ + intent | [ ] |
| Team access | Roles: admin / editor / analyst | [ ] |

### Phase 4: First 30 days plan

| Week | Volume | Content type | Goal |
|------|--------|--------------|------|
| 1 | TOFU (top of funnel) | Brand intro, value, behind-scenes | Test format, find voice |
| 2 | TOFU + light MOFU | Education, tips, demos | Build engagement, lead capture |
| 3 | MOFU + light BOFU | Social proof, case studies, comparisons | Trust + initial conversions |
| 4 | Mix 40/30/30 (TOFU/MOFU/BOFU) | Educational + promo balance | Establish recurring sales motion |

---

## Common platforms — neutral overview

> Detailed per-region setups in variants. This is universal context.

### Meta (Facebook + Instagram)

- Universal: works in all regions, strongest for B2C
- Setup: Page → Business Manager → Pixel + CAPI → Ads Manager
- Strengths: Massive audience, mature ad tools, Conversion API
- Weaknesses: iOS attribution gap (US), GDPR complexity (EU)

### Google (Search + Display + YouTube + Shopping)

- Universal: high-intent search ads everywhere
- Setup: Google Ads + Merchant Center (e-com) + GA4
- Strengths: Search intent, YouTube reach, Shopping for e-com
- Weaknesses: Lower brand-build than Meta, requires SEO foundation

### TikTok (Ads + Organic + Shop)

- Universal: works in most countries, strongest in SEA + US Gen Z
- Setup: TikTok Business → Ads Manager → Pixel
- Strengths: Lowest CPM in many regions, viral reach, TikTok Shop
- Weaknesses: Banned in India, restricted in some markets

### LinkedIn

- Universal: dominant for B2B in US, UK, DE, AU
- Setup: Company Page → Campaign Manager → Insight Tag
- Strengths: B2B targeting (job title, company size), thought leadership
- Weaknesses: Expensive CPM, weaker for B2C

### WhatsApp Business / LINE / Zalo (Messaging-first)

- Region-specific: WhatsApp = LATAM/IN/EU; LINE = TH/JP/TW; Zalo = VN
- Setup: Verified Business Account → Cloud API → Templates → Bot
- Strengths: 90%+ read rates, conversational sales
- Weaknesses: Requires staff to handle replies, opt-in compliance

### E-commerce platforms (Shopee / Lazada / Tokopedia / Mercado Libre / Amazon)

- Region-specific: Shopee/Lazada/Tokopedia = SEA; Mercado Libre = LATAM; Amazon = US/EU
- Setup: Seller account → Catalog upload → Internal ads
- Strengths: Built-in audience, payment, logistics
- Weaknesses: Platform takes 4-15% fee, less brand control

### Email (Klaviyo / Mailchimp / Brevo / ActiveCampaign)

- Universal but highest ROI in US/EU
- Setup: Domain auth (DKIM/SPF/DMARC) → list import → automation flows
- Strengths: Highest ROI when list grows, owned channel
- Weaknesses: Slow to grow, lower priority in LATAM/SEA

---

## Decision tree — which variant to use

| Region | Variant | Primary platform priority |
|--------|---------|---------------------------|
| US, Canada | `01-us.md` | Meta + Google + LinkedIn (B2B) + Klaviyo |
| EU, EEA, UK | `02-eu.md` | Meta + Google + LinkedIn + Xing (DE) + GDPR-compliant ESP |
| SEA | `03-sea.md` | TikTok + Shopee/Lazada + Meta + LINE/Zalo |
| LATAM | `04-latam.md` | WhatsApp Business + Meta + Mercado Libre + TikTok |

---

## Cross-channel integration patterns

### Lead capture pattern

```
Ad (Meta/TikTok/Google)
  → Landing page or Click-to-Message
  → Lead form / Inbox conversation
  → CRM (HubSpot, Pipedrive, RD Station, Bitrix)
  → Email/WhatsApp nurture sequence
  → Sales handoff or self-serve checkout
```

### E-commerce pattern

```
Ad (Meta/TikTok/Google Shopping)
  → Product page (own site or platform)
  → Cart / Checkout (with retargeting pixel)
  → Email/SMS abandoned cart sequence
  → Post-purchase upsell (email + on-site)
  → Repeat purchase reactivation (email/SMS/WhatsApp)
```

### Service business pattern

```
Ad (Meta/TikTok/Google Local)
  → Click-to-message (WhatsApp/Messenger/LINE/Zalo)
  → Inbox conversation (qualify lead)
  → Booking link (Calendly/Setmore/native scheduler)
  → Pre-appointment reminder (SMS/WhatsApp)
  → Post-service review request → repeat booking
```

### B2B pattern

```
Ad (LinkedIn/Google Search)
  → Whitepaper or webinar landing page
  → Lead capture form (name, company, role)
  → Email nurture sequence (5-7 emails)
  → SDR outreach (cold email + LinkedIn DM)
  → Demo / discovery call → close
```

---

## 30/60/90-day milestones (universal)

| Day | Milestone | KPI |
|-----|-----------|-----|
| Day 7 | All accounts created, profiles complete | 100% setup checklist |
| Day 14 | First content published on each channel | 5+ posts/channel |
| Day 30 | Cadence established, first leads | 20+ posts, 50+ followers, 5+ leads |
| Day 60 | Content rhythm + paid ads running | 100+ followers, 20+ leads, ROAS measurable |
| Day 90 | Optimization phase begins | First repeat customers, ROAS target hit |

---

## Common mistakes — universal

| Mistake | Cost | Fix |
|---------|------|-----|
| Setting up too many channels at once | Thin attention, weak content on each | Start 2-3 max |
| Skipping pixel/tracking setup | Cannot measure ROI accurately | Setup BEFORE first ad spend |
| Inconsistent branding across channels | Trust gap | Brand kit + asset library |
| No content calendar | Random posting → algorithm punishes | 1 calendar across all channels |
| Ignoring platform-specific norms | Look out of place, low engagement | Lurk first, observe norms |
| No automation | Manual work doesn't scale | Email/SMS/WhatsApp automation flows from day 1 |
| Compliance oversight | Account ban, fines | Region-specific compliance per variant |
| No analytics dashboard | Cannot see across channels | One BI tool (Looker Studio, GA4, etc.) |

---

## Cross-reference

| Need | Skill |
|------|-------|
| Marketing strategy first | `00-marketing-plan-global` |
| Content calendar | `01-content-calendar-global` |
| Email marketing deep dive | `14-email-marketing-global` |
| Customer insight before channel pick | `09-customer-insight-global` |
| Performance evaluation | `03-performance-eval-global` |
| Reverse KPI for budget | `10-reverse-kpi-global` |

---

## Quality checklist

Before delivering channel setup plan:

- [ ] Region variant selected — platform priorities match user's market
- [ ] User confirmed channel selection (no "set up everything" pattern)
- [ ] 4-phase setup checklist filled per channel
- [ ] Cross-channel integration path mapped
- [ ] Pixel/tracking + Conversion API status confirmed
- [ ] CRM integration planned
- [ ] Compliance per region (GDPR/CCPA/LGPD/PDPA) addressed
- [ ] Content calendar for first 30 days defined
- [ ] Team access + roles assigned
- [ ] 30/60/90-day KPIs realistic for region
- [ ] Mobile-first design verified for SEA/LATAM
- [ ] Common mistakes review done

---

REFERENCE FILE: skills/en/references/global-platforms-comparison.md

# Global Ad Platforms Comparison

> Last updated: 2026-Q1. Review cadence: every 3 months. Sources: eMarketer, Statista, Meta Investor Reports, TikTok for Business, LinkedIn Marketing Solutions, Insider Intelligence.

---

## 1. Platform Usage by Region (Active Users + Ad Reach)

| Platform | US/Canada | EU/UK | SEA | LATAM |
|----------|-----------|-------|-----|-------|
| Facebook | High (180M MAU) | High (310M MAU) | Very High (530M MAU) | Very High (440M MAU) |
| Instagram | Very High (170M MAU) | High (270M MAU) | High (250M MAU) | Very High (290M MAU) |
| TikTok | High (150M MAU) | High (200M MAU) | Very High (340M MAU) | High (175M MAU) |
| YouTube | Very High (250M MAU) | Very High (370M MAU) | Very High (430M MAU) | Very High (340M MAU) |
| LinkedIn | High (220M users) | High (240M users) | Medium (130M users) | Medium (90M users) |
| Twitter/X | High (95M MAU) | Medium (75M MAU) | Low (40M MAU) | Low (35M MAU) |
| Snapchat | Very High Gen Z | Medium Gen Z | Low | Low |
| Pinterest | Very High women 25-54 | High women 25-44 | Low | Low |
| Reddit | Very High tech/gaming | Medium | Low | Low |
| WhatsApp | Medium (95M MAU) | High (300M MAU) | Very High (560M MAU) | Very High (480M MAU) |

```mermaid
%% Approximate ad-spend share by region (2026)
graph TD
    US[US/Canada] --> M1[Meta 38%]
    US --> G1[Google 32%]
    US --> T1[TikTok 12%]
    US --> O1[Other 18%]
    EU[EU/UK] --> M2[Meta 35%]
    EU --> G2[Google 33%]
    EU --> T2[TikTok 14%]
    EU --> O2[Other 18%]
    SEA[SEA] --> T3[TikTok 31%]
    SEA --> M3[Meta 29%]
    SEA --> G3[Google 22%]
    SEA --> O3[Shopee/Lazada 18%]
    LATAM[LATAM] --> M4[Meta 41%]
    LATAM --> G4[Google 27%]
    LATAM --> W4[WhatsApp 15%]
    LATAM --> O4[Other 17%]
```

---

## 2. Per-Platform Deep Dive

### Meta (Facebook + Instagram)
- **Best for:** B2C e-commerce, lead-gen, retargeting, lookalike audiences
- **Geography strength:** Strongest in US/EU/LATAM; very strong in SEA (especially Vietnam, Philippines, Indonesia)
- **CPM range:**
  - US/Canada: $8-22
  - EU/UK: $5-18
  - SEA: $1.50-7
  - LATAM: $1-5
- **Notes:** Advantage+ Shopping campaigns dominate 2026 playbook. iOS 14.5+ tracking still impacts attribution — use Conversions API. Best creative: short UGC video, carousels for catalog.

### Google Ads
- **Best for:** Search intent, YouTube reach, Performance Max for e-commerce, lead-gen
- **Geography strength:** Universal — works everywhere with sufficient search volume
- **CPM range:**
  - US/Canada: $7-15 (Display); $35-90 (Search CPC for competitive niches)
  - EU/UK: $5-12 (Display); $20-60 (Search CPC)
  - SEA: $1.50-6 (Display); $0.30-3 (Search CPC)
  - LATAM: $1-4 (Display); $0.20-2 (Search CPC)
- **Notes:** Performance Max consolidates all inventory. Demand Gen campaigns (formerly Discovery) for visual social-style placements. YouTube Shorts ads now bidded separately.

### TikTok Ads
- **Best for:** Brand awareness, Gen Z/Millennial reach, viral product launches, dropshipping
- **Geography strength:** Dominant in SEA (Indonesia, Vietnam, Thailand, Philippines); growing fast in US/EU; weaker in LATAM but rising
- **CPM range:**
  - US/Canada: $6-14
  - EU/UK: $4-11
  - SEA: $1-5
  - LATAM: $1.50-6
- **Notes:** Spark Ads (boosting organic creator content) outperform standard ads 2-3x. TikTok Shop attribution now native in EU/SEA/US. Banned in some markets — confirm before launch.

### LinkedIn Ads
- **Best for:** B2B lead-gen, recruitment, professional services, high-ticket SaaS
- **Geography strength:** Universal for B2B but strongest in US, UK, Germany, India, Singapore, Australia
- **CPM range:**
  - US/Canada: $30-90
  - EU/UK: $25-75
  - SEA: $12-40
  - LATAM: $10-35
- **Notes:** Highest CPMs of any major platform but unmatched B2B targeting (job title, seniority, company size). Conversation Ads + Document Ads outperform single-image. Min budget $10/day per campaign.

### Twitter/X Ads
- **Best for:** Real-time conversation, news, tech/crypto, US political/cultural moments
- **Geography strength:** US-heavy (~50% of ad revenue); secondary in UK, Japan, India
- **CPM range:**
  - US: $5-12
  - EU/UK: $4-9
  - SEA: $2-6
  - LATAM: $1.50-5
- **Notes:** Volatile post-2022 ownership change — many advertisers paused. Verified accounts get distribution boost. Best for brands with strong cultural commentary.

### YouTube Ads
- **Best for:** Brand awareness, product demos, long-form storytelling, retargeting
- **Geography strength:** Universal — top platform globally for video consumption
- **CPM range:**
  - US/Canada: $9-20 (in-stream); $4-10 (Shorts)
  - EU/UK: $7-16 (in-stream); $3-8 (Shorts)
  - SEA: $2-7 (in-stream); $0.80-3 (Shorts)
  - LATAM: $2-6 (in-stream); $0.70-2.50 (Shorts)
- **Notes:** Bought through Google Ads (Video campaigns or PMax). Skippable in-stream is workhorse format. CTV (Connected TV) inventory growing rapidly — premium pricing.

### Snapchat Ads
- **Best for:** US Gen Z (13-24), AR try-on, app installs
- **Geography strength:** US dominant; meaningful UK, France, Saudi Arabia, India
- **CPM range:**
  - US: $3-8
  - EU/UK: $2-6
  - SEA: $1-4
  - LATAM: $1-4
- **Notes:** AR Lenses are signature format — branded filters can drive 1-3M+ organic plays. Story Ads + Spotlight (their TikTok-clone) for video. Niche but cheap reach for young audiences.

### Pinterest Ads
- **Best for:** E-commerce (women 25-54), home/decor, wedding, beauty, food, fashion
- **Geography strength:** US (60% of revenue), UK, Germany, France; weak in SEA/LATAM
- **CPM range:**
  - US/Canada: $5-12
  - EU/UK: $3-9
  - Other: $2-7 (limited inventory)
- **Notes:** Pinterest Trends tool shows what's emerging 6 months early. Idea Pins (formerly Story Pins) for organic. Shopping ads + Catalog Sales for DTC brands. Long sales cycle — users plan purchases.

### Reddit Ads
- **Best for:** Tech, gaming, finance, B2B SaaS, niche enthusiast communities
- **Geography strength:** US (~50% of users); UK, Canada, Australia secondary
- **CPM range:**
  - US: $4-10
  - Other English markets: $3-8
- **Notes:** Subreddit targeting is unique value — reach r/personalfinance, r/buildapc, etc. Conversation ads (in-feed) + Promoted Posts. Audience hates ads — needs native, helpful tone.

### WhatsApp Business / Click-to-WhatsApp Ads
- **Best for:** Customer service-driven sales, LATAM/SEA conversational commerce, lead nurturing
- **Geography strength:** Dominant in LATAM (Brazil, Mexico, Argentina), SEA (India, Indonesia, Malaysia); growing EU
- **CPM range:** N/A — bought as Meta Ads "Click-to-WhatsApp" objective, prices match Meta CPMs in region
- **Notes:** Cheapest CAC channel in LATAM/India for many DTC brands. Requires WhatsApp Business API for >50 conversations/day. Template messages need pre-approval. Conversation pricing model (utility/marketing/authentication tiers).

---

## 3. Decision Tree by Use Case

```mermaid
flowchart TD
    Start[Define Goal] --> Q1{B2B or B2C?}
    Q1 -->|B2B| B2B{Region?}
    Q1 -->|B2C| B2C{Region?}

    B2B -->|US/EU| BUS[LinkedIn primary + Google Search + YouTube retargeting]
    B2B -->|SEA/LATAM| BSEA[Google Search + LinkedIn + Meta retargeting]

    B2C -->|US/Canada| US[Meta + TikTok + Google PMax]
    B2C -->|EU/UK| EU[Meta + TikTok + Google PMax + YouTube]
    B2C -->|SEA| SEA[TikTok + Meta + Shopee/Lazada Ads]
    B2C -->|LATAM| LAT[Meta + WhatsApp Click-to-Chat + TikTok]

    US --> Niche{Niche?}
    Niche -->|Gen Z| Snap[Add Snapchat]
    Niche -->|Women DTC| Pin[Add Pinterest]
    Niche -->|Tech/Gaming| Red[Add Reddit]
```

### Quick rules
- **B2B SaaS/services:** LinkedIn + Google Search are 70-80% of budget; supplement with retargeting on Meta/YouTube
- **DTC e-commerce:** Meta + TikTok + Google PMax are core; add Pinterest if audience skews female/lifestyle
- **Local services:** Google Search + Meta + Local listings (Google Business Profile)
- **Apps:** Meta App Ads + Google App Campaigns + TikTok App; ASA on iOS
- **Regulated industries (finance, health, alcohol):** LinkedIn + Google + retargeting; TikTok/Snap restrict

---

## 4. CPM Benchmarks per Region (USD, 2026 estimates)

| Platform | US/Canada | EU/UK | SEA | LATAM |
|----------|-----------|-------|-----|-------|
| Meta Feed | $8-22 | $5-18 | $1.50-7 | $1-5 |
| Meta Reels | $4-12 | $3-10 | $1-4 | $0.80-3.50 |
| Instagram Stories | $6-15 | $4-13 | $1.50-6 | $1-4.50 |
| TikTok In-Feed | $6-14 | $4-11 | $1-5 | $1.50-6 |
| TikTok Spark Ads | $4-10 | $3-9 | $0.80-4 | $1-5 |
| Google Display | $7-15 | $5-12 | $1.50-6 | $1-4 |
| Google Search CPC (avg) | $3-8 | $2-6 | $0.30-2 | $0.20-1.50 |
| YouTube In-Stream | $9-20 | $7-16 | $2-7 | $2-6 |
| YouTube Shorts | $4-10 | $3-8 | $0.80-3 | $0.70-2.50 |
| LinkedIn Sponsored | $30-90 | $25-75 | $12-40 | $10-35 |
| Twitter/X | $5-12 | $4-9 | $2-6 | $1.50-5 |
| Snapchat | $3-8 | $2-6 | $1-4 | $1-4 |
| Pinterest | $5-12 | $3-9 | $2-7 | $2-6 |
| Reddit | $4-10 | $3-8 | N/A | N/A |

> Ranges reflect Q1 2026. Auction prices fluctuate ±30% by quarter and vertical. Premium verticals (insurance, legal, finance, B2B SaaS) command 2-5x higher CPMs.

---

## Update Log
- 2026-01: Initial release for Global Cluster v2.5.0

---

Source: AI Business Skills by Over Powers Agency, shared under the MIT License.

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