Facebook Marketing Plan Template - pamannmarketing.com€¦ · Web viewStrategic Facebook...

Brand Name

Facebook MarketingPlan Template

Month & Year

ConfidentialREV A – Updated 8/1/13

This template is provided by PamAnnMarketing.com 1

http://pamannmarketing.com/

CURRENT SITUATION ANALYSIS

GOALS, STRENGTHS, AND WEAKNESSES

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 brand’s 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 brand’s?

CURRENT FACEBOOK SITUATION

CURRENT USAGE OF THE PLATFORM

The brand is currently posting an average of X times per week, offering a mix of (event promotion / customer photos / fun facts / educational posts / industry news / etc.)

There are X apps in use on the brand’s Facebook page, and they serve the following functions: __________.

CURRENT FACEBOOK ENGAGEMENT

Current engagement rate is X% (“People Engaged” divided by Total Number of Fans, multiplied by 100)



What types of posts do fans seem to respond best to (‘Posts’ then ‘Best Post Types’)? Give examples.

COMPETITIVE ANALYSIS

Identify the brand’s 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)



http://simplymeasured.com/

STRATEGIC FACEBOOK MARKETING PLAN

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 brand’s Facebook page portray? What impression should visitors to the page get? Consider including the company’s 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

The current content mix of X (will / will not) be continued, and will be expanded to include the following types of posts (samples follow):



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.

DESIRED BRANDED/NON-BRANDED RATIO

Indicate the desired ratio of non-branded posts to brand-centric (i.e. 80% non-branded, 20% branded)

DESIRED MIX OF CONTENT / SCHEDULE

Indicate the desired mix of content and any relation to days of the week (i.e. post industry news on Mondays, fan content on Tuesdays, etc.)

Indicate whether a content calendar/schedule will be utilized and any related approval procedures.

INCREASE BRAND AWARENESS

DRIVE EXISTING BRAND LOVERS TO FACEBOOK

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 existing advertising in all forms of media, the company website, on employee business cards, email signatures, invoices/packing slips and other stationary, phone system hold messages, and more.



USE FACEBOOK ADVERTISING TO BUILD FAN BASE

See section below on advertising.

FOSTER BRAND-TO-BRAND ENGAGEMENT

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:

BRAND-TO-BRAND INTERACTION TARGETS / EXCEPTIONS

List industries to target and brands to avoid (competitors, etc.)

BRAND-TO-BRAND INTERACTION QUOTAS

Connect with approximately X other brand pages per week

Provide approximately X interactions per day with other brands in the brand’s News Feed (when using Facebook “as the brand” via the upper-right-hand menu)

INCREASE FAN ENGAGEMENT

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?”

RESPONSE TO FAN COMMENTS/POSTS

The brand will respond to (all / most / notable) user comments and timeline posts within X timeframe. (Indicate if weekends are / are not included)

Answer ALL questions asked by fans within X timeframe. (Indicate procedure and source for getting answers from the company if necessary).



Indicate any other guidelines for direct communication with fans (i.e. how to respond to mentions of the competition, criticism, etc.)

HARVEST COMPETITIVE INTELLIGENCE

Imitation is the highest form of flattery, but more importantly, what works well for the competition will work well for this brand.

The competitors with the highest engagement rates will be monitored on a regular basis to ensure that this brand’s 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 BEST PRACTICES

Clear rules

Easy actions

A great prize

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 Facebook’s Promotion Guidelines and the documentation for the contest app to be used.

Consider requiring fans to enter an email address if the brand uses email marketing.



http://www.facebook.com/page_guidelines.php#promotionsguidelines

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.

Indicate frequency and parameters for offers/coupons.

ADVERTISING

Facebook advertising is a very effective way of increasing a brand’s fan base. There are three options for advertising available:

GET MORE PAGE LIKES – BUILD A BIGGER AUDIENCE:

Solicits new fans by telling friends of existing fans that their friend likes the brand’s page. Has built-in “vote of confidence” and “word of mouth” effects.

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.

Example of Sponsored Story found in News Feed:



Example of ad in Right Column:

ADVANCED OPTIONS – CONFIGURE ADVANCED CREATIVE AND PRICING OPTIONS, SUCH AS BIDDING FOR CLICKS (CPC):

Similar to the ads found on the side of Google, to promote external sites, Facebook offers more traditional type ads with custom copy and images. Advanced targeting is available that allows the brand to serve the ads to users who meet a certain demographic, have indicated an interest in certain topics, and/or have “liked” specified brands.

Example of Targeting Options:

Indicate targeting metrics and budget.



PROMOTE PAGE POSTS – GET PEOPLE TO SEE AND ENGAGE WITH YOUR IMPORTANT MESSAGES:

Facebook lets brands pay for additional exposure for an individual post. Prices vary based upon the size of the page’s audience and the additional exposure desired.

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.

Example of Promoted Post Options:

REPORTING, MEASUREMENT, AND CONTINUOUS IMPROVEMENT

The following metrics will be reported on (weekly / monthly / quarterly), and will be used to find opportunities for continuous improvement.



http://ads.facebook.com/

TOTAL NUMBER OF FANS

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 didn’t 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.

OTHER PAGE-LEVEL METRICS

Total Page Likes as of Today (Compare your average performance over time)

Net Likes: What Changed (Unlikes, Organic Likes, Paid Likes, Net Likes)

Where Your Page Likes Came From (On Your Page, Page Suggestions, Mobile, Search, Others)

Post Reach (Organic vs. Paid)

Likes, Comments, & Shares

Hide, Report as Spam, & Unlikes (Hide Post, Hide All Posts, Report as Spam, Unlike Page)

Total Reach (Organic vs. Paid)

Page and Tab Visits (Timeline, Admin Tabs, Photos Tab, Info Tab, Others)

Other Activity (Mentions, Posts by other people, Checkins, Offers Purchased)

External Referrers



OTHER POST-LEVEL METRICS

Post Total Reach, Lifetime Post Organic/Paid/Viral Reach

Post Total Impressions, Lifetime Post Organic/Paid Viral Impressions

Engaged Users, Lifetime Talking About This (Post)

Post Stories

Post Consumers, Lifetime Post Consumptions

Negative Feedback Users, Lifetime Negative Feedback from Users

Post Impressions by people who have liked your Page

Post Reach by people who like your Page

Post Paid Impressions by people who have liked your Page

Post Paid Reach by people who like your Page

People who have liked your Page and engaged with your post

Post Stories by people who have liked your Page

People Talking About your post by those who have liked your Page

GOOGLE ANALYTICS METRICS

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

Indicate which ad metrics will be reported on and their targets:

Impressions

Social Impressions

Campaign Reach

Social Reach

Frequency

Actions

Page Likes

Clicks

Social Clicks

CTR (Click-Through-Rate)

Social CTR

Ad Spend

CPC (Cost-Per-Click)

CPM (Cost-Per-Thousand-Impressions)

CPA (Cost-Per-Acquisition)



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