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Brand Name

Facebook Marketing Plan Template

Month & Year


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This template is provided by PamAnnMarketing.CURRENT SITUATION ANALYSIS GOALS. offering a mix of (event promotion / customer photos / fun facts / educational posts / industry news / etc. times 100) What types of posts do fans seem to respond best to? Give examples. and they serve the following functions: __________. STRENGTHS.) There are X apps in use on the brand’s Facebook page. engaging and educational 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.  CURRENT FACEBOOK ENGAGEMENT   Current engagement rate is X% (“People Talking About This divided by Total Number of 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. AND WEAKNESSES GOALS:      Increase brand awareness Provide a -2- .

both those with and without a Facebook presence. List some strengths and weaknesses of -3- .com) This template is provided by PamAnnMarketing. both with and without relation to their social media marketing.COMPETITIVE ANALYSIS Identify the brand’s competitors. (Generate the following charts for the brand and up to 9 competitors with SimplyMeasured.

com -4- .This template is provided by PamAnnMarketing.

(Use a tool such as Crowdbooster or EdgeRankChecker to determine optimal times/frequency for existing pages). education. occupation. 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. needs. posting frequency will be set at X times per day. POSTING FREQUENCY For maximum brand . gender. as well as psychographics like values. POST CONTENT The current content mix of X (will / will not) be continued.STRATEGIC FACEBOOK MARKETING PLAN AUDIENCE Define your target audience. and behavioral characteristics. -5- This template is provided by PamAnnMarketing. X days per week. and location. income level. beliefs. fears. Include applicable demographics such as age. 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.

on employee business cards. USE FACEBOOK ADVERTISING TO BUILD FAN BASE See section below on advertising.) 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) This template is provided by PamAnnMarketing.) Indicate whether a content calendar/schedule will be utilized and any related approval procedures. the company website. Brand-to-Brand engagement will be fostered by “liking” and interacting with other brand pages as the brand page. FOSTER BRAND-TO-BRAND ENGAGEMENT Brand-to-Brand focused engagement helps facilitate reciprocal promotion and exposure from other complimentary brands. phone system hold -6- . and more. etc. in turn gaining exposure to their consumer fan base who are highly likely to be interested in the brand. post industry news on Mondays. etc. 80% non-branded. email signatures. fan content on Tuesdays.DESIRED BRANDED/NON-BRANDED RATIO Indicate the desired ratio of non-branded posts to brand-centric (i.  INCREASE BRAND AWARENESS DRIVE EXISTING BRAND LOVERS TO FACEBOOK Indicate which ways the brand will encourage existing brand-lovers to become Facebook fans. particularly those related to the following targets: BRAND-TO-BRAND INTERACTION TARGETS / EXCEPTIONS List industries to target and brands to avoid (competitors. invoices/packing slips and other stationary.e. 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. 20% branded) DESIRED MIX OF CONTENT / SCHEDULE  Indicate the desired mix of content and any relation to days of the week (i.

Indicate any other guidelines for direct communication with fans (i. criticism.INCREASE FAN ENGAGEMENT The brand currently has the X largest presence for a ____ company on -7- . In most cases this will be a simple question. since that is most powerful at converting fans to customers. but more importantly. etc. nearly every post will contain a call-toaction to solicit comments and re-shares. Although it will be a goal to move the brand up in this rank. how to respond to mentions of the competition. This template is provided by PamAnnMarketing. (Indicate if weekends are / are not included) Answer ALL questions asked by fans within X timeframe. 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. 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). (Indicate procedure and source for getting answers from the company if necessary).) HARVEST COMPETITIVE INTELLIGENCE Imitation is the highest form of flattery. engagement rate will be focused on heavily as well. what works well for the competition will work well for this brand. CALLS TO ACTION In order to increase fan engagement.e.

Indicate frequency and parameters for offers/coupons. CONTEST FREQUENCY Contests will be held on a (monthly / weekly / quarterly) monthly basis.CONTESTS To increase both brand awareness and fan engagement. Be sure to review Facebook’s Promotion Guidelines and the documentation for the contest app to be used. TabSite or Wildfire (additional app fees may apply). the brand will occasionally offer coupons through the native Facebook “Offers” feature and/or a Facebook application. This template is provided by PamAnnMarketing. contests can be held using a Facebookapproved contest app such as Top Tab. CONTEST THEMES Each contest will have a theme. CONTEST BEST PRACTICES    Clear rules Easy actions A great prize CONTEST PRIZES Offer the following products/services as prizes:___________. Consider requiring fans to enter an email address if the brand uses email -8- . Theme ideas for this brand include: _____________. COUPONS / OFFERS To increase conversion from the segment of fans who are already aware of the brand and ready to purchase but are concerned about price. CONTEST STEPS Indicate the steps that fans need to take to qualify for contest entry. preferably something highly relevant to the current season or closest holiday.

Facebook advertising is a very effective way of increasing a brand’s fan base (additional fees for ad spend apply).ADVERTISING . These are often found in the right hand column of Facebook as well as in the News Feed. There are three types of advertising available: SPONSORED STORIES: Solicits new fans by telling friends of existing fans that their friend likes the brand’s page. metrics for targeting. Example of sponsored story in right hand column: Example of sponsored story found in News Feed: This template is provided by PamAnnMarketing. Has built-in “vote of confidence” and “word of mouth” effects. build fan base up to X fans by X date).e. and budget. Indicate measurable brand objectives for sponsored stories ( -9- .

contests. Indicate targeting metrics and . PROMOTED POSTS: Facebook lets brands pay for additional exposure for an individual post. This template is provided by PamAnnMarketing.10 - . Advanced targeting is available that allows the brand to serve the ads to users who meet a certain demographic. these are more traditional type ads with custom copy and images. Recommend frequency and budget. Prices vary based upon the size of the page’s audience and the additional exposure desired. Indicate the intended uses of Promoted Posts for this particular brand. etc. and/or have “liked” specified brands. webinars.PAY-PER-CLICK: Similar to the ads found on the side of Google. have indicated an interest in certain topics. This option is useful for the promotion of one-time events.

Negative Feedback from Users Total check-ins. and will be used to find opportunities for continuous improvement. Total check-ins using mobile devices Lifetime Total Subscriptions. Any posts that fall below that threshold will be assessed to try to determine what didn’t work well in that post. New Likes.* (*Since willingness to engage varies by industry. Similarly. Organic/Paid/Viral Reach of Page posts Total/Organic/Paid Impressions of your posts Total Consumers. Organic/Paid/Viral Reach Total Impressions Organic/Paid/Viral impressions Logged-in Page Views       Reach of page posts. any posts that greatly exceed the target virality will be assessed to determine what worked so well and how that can be incorporated into future post content. 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 R ATE We will aim to increase the overall engagement rate by a minimum of X% per (week / month / quarter). MEASUREMENT. Page consumptions Negative Feedback Users.REPORTING. New Subscribes Users. AND CONTINUOUS IMPROVEMENT The following metrics will be reported on (weekly / monthly / quarterly). Unlikes Friends of Fans Page Engaged Users Total Reach. this target may need to be adjusted at some point) POST VIRALITY The target virality percentage for individual posts is a minimum of X%.11 - . Unsubscribes Users This template is provided by . OTHER PAGE-LEVEL METRICS          People Talking About This Page Stories Lifetime Total Likes.

Also consider including Facebook traffic as a % of total socially-driven web traffic.OTHER POST-LEVEL METRICS              Post Total Reach. 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. Lifetime Post Organic/Paid Viral Impressions Engaged Users.12 - This template is provided by PamAnnMarketing. Lifetime Talking About This (Post) Post Stories Post Consumers. Pages/Visit. 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       CTR (Click-Through-Rate) Social CTR Ad Spend CPC (Cost-Per-Click) CPM (Cost-Per-ThousandImpressions) CPA (Cost-Per-Acquisition)  Social Clicks . Visit Duration. and Bounce Rate for Facebook-driven website . Lifetime Post Organic/Paid/Viral Reach Post Total Impressions. such as Visits. % New Visits.