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Facebook Marketing
Plan Template
Confidential
REV A Updated 8/1/13
GOALS:
Expand brand awareness
Provide a(n) (engaging / fun / educational / etc.) experience for Facebook fans
Drive traffic to website
Promote awareness of local events the brand is participating in
Foster customer loyalty
STRENGTHS
Does the brand already have a strong presence on Facebook?
Does the brands blog/website have social media sharing tools in place?
Is the brand username claimed and in use (Facebook.com/BrandName)?
Does the company have a great story to tell?
Does the page have high-quality and properly formatted banner and profile
images?
WEAKNESSES
List any of the above that not up to par (move from strengths to weaknesses)
Is the industry a very competitive one?
Which competitors social media presences are stronger than this brands?
COMPETITIVE ANALYSIS
Identify the brands competitors, both those with and without a Facebook presence. List some strengths
and weaknesses of each, both with and without relation to their social media marketing.
(Generate the following charts for the brand and up to 9 competitors with SimplyMeasured.com)
AUDIENCE
Define your target audience. Include applicable demographics such as age, gender, occupation,
education, income level, and location, as well as psychographics like values, beliefs, fears, needs,
and behavioral characteristics.
BRAND MESSAGE
What message should the brands Facebook page portray? What impression should visitors to the
page get? Consider including the companys vision/mission statements here.
POSTING FREQUENCY
For maximum brand exposure, posting frequency will be set at X times per day, X days per wk.
(Use tool such as Crowdbooster or EdgeRankChecker to determine optimal times/frequency for
existing pages. Using new FB Page Insights, click Posts then When Your Fans Are Online).
POST CONTENT
Product Photos
Industry News
Re-sharing Fan Content
Fill-in-the-Blank Posts
Either/Or Posts (asking fans if they prefer this or that)
Questions / Conversational Posts
Re-sharing Other Brands and/or Charities Content (indicate parameters of which
brands can and cannot be re-shared)
Screenshots
Funny Photos (indicate parameters of what types of humor are / are not acceptable)
Behind the Scenes Content
Meet our Team Photos/Info
Funny / unusual holidays
This Day in History
Reviews of movies / books / products / services
Company and/or Community Events
Tips / Advice / How-to Articles / Infographics
Videos (indicate parameters)
News / Current Events
Seasonal / Holiday Content
Etc.
Indicate which ways the brand will encourage existing brand-lovers to become Facebook fans.
Where will the brand include the Like Us on Facebook call-to-action? Consider adding the call to
Brand-to-Brand focused engagement helps facilitate reciprocal promotion and exposure from
other complimentary brands, in turn gaining exposure to their consumer fan base who are highly
likely to be interested in the brand.
Brand-to-Brand engagement will be fostered by liking and interacting with other brand pages as
the brand page, particularly those related to the following targets:
The brand currently has the X largest presence for a ____ company on Facebook. Although it will
be a goal to move the brand up in this rank, engagement rate will be focused on heavily as well,
since that is most powerful at converting fans to customers.
CALLS TO ACTION
In order to increase fan engagement, nearly every post will contain a call-to-
action to solicit comments and re-shares.
In most cases this will be a simple question, such as How many weddings are
you attending this spring? or How would this look in your kitchen?
The competitors with the highest engagement rates will be monitored on a regular basis to ensure
that this brands Facebook page is keeping up with the latest trends and to get ideas for posting
content (without directly copying or too closely mimicking any particular page).
CONTESTS
To increase both brand awareness and fan engagement, contests can be held using a Facebook-
approved contest app such as Top Tab, TabSite or Wildfire (additional app fees may apply).
CONTEST FREQUENCY
Contests will be held on a (monthly / weekly / quarterly) monthly basis.
CONTEST PRIZES
Offer the following products/services as prizes:___________.
CONTEST THEMES
Each contest will have a theme, preferably something highly relevant to the
current season or closest holiday. Theme ideas for this brand include:
_____________.
CONTEST STEPS
Indicate the steps that fans need to take to qualify for contest entry. Be sure to
review Facebooks Promotion Guidelines and the documentation for the contest
app to be used.
COUPONS / OFFERS
To increase conversion from the segment of fans that are already aware of the brand and ready to
purchase but are concerned about price, the brand will occasionally offer coupons through the
native Facebook Offers feature and/or a Facebook application.
ADVERTISING
Facebook advertising is a very effective way of increasing a brands fan base. There are three
options for advertising available:
These are often found in the right hand column of Facebook as well as in the News
Feed.
Indicate measurable brand objectives for sponsored stories (i.e. build fan base up to X
fans by X date), metrics for targeting, and budget.
This option is useful for the promotion of one-time events, webinars, contests, etc.
Indicate the intended uses of Promoted Posts (also called boosted posts) for this
particular brand. Recommend frequency and budget.
Note that posts can be boosted (promoted) on a one-off basis by going to the post and
clicking on boost, but this provides less targeting options than setting up promoted
posts through the Facebook advertising interface at http://ads.facebook.com. There is
also an option to automatically promote the newest post on a page when using that
interface.
The following metrics will be reported on (weekly / monthly / quarterly), and will be used to find
opportunities for continuous improvement.
We will aim to increase the total number of fans by a minimum of X% per (week / month / quarter)
OVERALL ENGAGEMENT RATE
We will aim to increase the overall engagement rate by a minimum of X% per (week / month /
quarter).*
(*Since willingness to engage varies by industry, this target may need to be adjusted at some
point)
POST ENGAGEMENT
The target engagement rate for individual posts is a minimum of X%, calculated by dividing the
number of Likes, Comments & Shares by the total reach for that post.
Any posts that fall below that threshold will be assessed to try to determine what didnt work well
in that post.
Similarly, any posts that greatly exceed the target engagement rate will be assessed to determine
what worked so well and how that can be incorporated into future post content.
Indicate any desired Google Analytics metrics, such as Visits, Pages/Visit, Visit Duration, % New
Visits, and Bounce Rate for Facebook-driven website traffic. Also consider including Facebook
traffic as a % of total socially-driven web traffic.
AD METRICS