/11-channel-setup-global

name: 11-channel-setup-global
description: "Use when the user needs to choose and stand up marketing channels and the tech behind them — channel selection scoring, platform-by-platform setup checklists, business account and verification steps, and integrations, with region priorities: US Meta plus Google plus LinkedIn, EU adding Xing, SEA adding TikTok, Shopee, Lazada and LINE, LATAM adding WhatsApp Business and Mercado Libre. Trigger on 'channel setup', 'which platforms should we be on', 'set up Google Business Profile', 'marketing tech stack', 'we are starting from zero on social', 'connect our accounts'. Not for — conversion tracking and pixels, see `53-tracking-setup-global`; ad account hierarchy, see `52-account-structure-global`; the posting plan once channels exist, see `01-content-calendar-global`."
metadata:
  version: 1.0.1
  category: operations
license: MIT
triggers:
  - "channel setup"
  - "platform setup"
  - "marketing tech stack"
  - "multi-channel marketing"
  - "platform selection"
related:
  - product-marketing-context-global
  - 00-marketing-plan-global
  - 14-email-marketing-global
  - references/global-platforms-comparison

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.

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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.

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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?

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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 |

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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-bui