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Facebook Marketing
Plan Template
Confidential
REV A Updated 8/1/13
Provide a(n) (engaging / fun / educational / etc.) experience for Facebook fans
Does the brands blog/website have social media sharing tools in place?
Does the page have high-quality and properly formatted banner and profile
images?
List any of the above that not up to par (move from strengths to weaknesses)
Which competitors social media presences are stronger than this brands?
STRENGTHS
WEAKNESSES
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 brands Facebook page, and they serve the
following functions: __________.
What types of posts do fans seem to respond best to (Posts then Best Post
Types)? Give examples.
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
This template is provided by PamAnnMarketing.com
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
Fill-in-the-Blank Posts
Funny Photos (indicate parameters of what types of humor are / are not acceptable)
Etc.
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.
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
Provide approximately X interactions per day with other brands in the brands News Feed
(when using Facebook as the brand via the upper-right-hand menu)
CONTESTS
To increase both brand awareness and fan engagement, contests can be held using a Facebookapproved 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 Facebooks 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.
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 brands 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 brands 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:
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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 pages 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:
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The following metrics will be reported on (weekly / monthly / quarterly), and will be used to find
opportunities for continuous improvement.
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 didnt work well
in that post.
Similarly, any posts that greatly exceed the target engagement rate will be assessed to determine
This template is provided by PamAnnMarketing.com
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what worked so well and how that can be incorporated into future post content.
OTHER PAGE-LEVEL METRICS
External Referrers
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Post Stories
People who have liked your Page and engaged with your post
People Talking About your post by those who have liked your Page
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
Impressions
Social Clicks
Social Impressions
CTR (Click-Through-Rate)
Campaign Reach
Social CTR
Social Reach
Ad Spend
Frequency
CPC (Cost-Per-Click)
Actions
Page Likes
CPM (Cost-Per-ThousandImpressions)
Clicks
CPA (Cost-Per-Acquisition)
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