Brand Name

Facebook Marketing Plan Template

Month & Year

Confidential

This template is provided by PamAnnMarketing.com

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

COMPETITIVE ANALYSIS Identify the brand’s competitors. both those with and without a Facebook presence. 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 -3- . List some strengths and weaknesses of each.com) This template is provided by PamAnnMarketing.

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

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

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

etc. since that is most powerful at converting fans to customers. nearly every post will contain a call-toaction to solicit comments and re-shares. criticism. what works well for the competition will work well for this brand. Although it will be a goal to move the brand up in this rank. 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). engagement rate will be focused on heavily as well. This template is provided by PamAnnMarketing. (Indicate procedure and source for getting answers from the company if necessary). Indicate any other guidelines for direct communication with fans (i. CALLS TO ACTION In order to increase fan engagement. 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.) HARVEST COMPETITIVE INTELLIGENCE Imitation is the highest form of flattery. how to respond to mentions of the competition. but more importantly.INCREASE FAN ENGAGEMENT The brand currently has the X largest presence for a ____ company on Facebook.e.com -7- . In most cases this will be a simple question.

This template is provided by PamAnnMarketing. 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.com -8- . Consider requiring fans to enter an email address if the brand uses email marketing. Indicate frequency and parameters for offers/coupons. CONTEST BEST PRACTICES    Clear rules Easy actions A great prize CONTEST PRIZES Offer the following products/services as prizes:___________. preferably something highly relevant to the current season or closest holiday. contests can be held using a Facebookapproved contest app such as Top Tab. Be sure to review Facebook’s Promotion Guidelines and the documentation for the contest app to be used. Theme ideas for this brand include: _____________.CONTESTS To increase both brand awareness and fan engagement. CONTEST FREQUENCY Contests will be held on a (monthly / weekly / quarterly) monthly basis. 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. CONTEST STEPS Indicate the steps that fans need to take to qualify for contest entry. CONTEST THEMES Each contest will have a theme.

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

contests. This template is provided by PamAnnMarketing.com . 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. Indicate targeting metrics and budget. PROMOTED POSTS: Facebook lets brands pay for additional exposure for an individual post.10 - . Prices vary based upon the size of the page’s audience and the additional exposure desired. webinars. Indicate the intended uses of Promoted Posts for this particular brand.PAY-PER-CLICK: Similar to the ads found on the side of Google. Recommend frequency and budget. This option is useful for the promotion of one-time events. etc. and/or have “liked” specified brands. have indicated an interest in certain topics.

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

Lifetime Post Organic/Paid Viral Impressions Engaged Users.OTHER POST-LEVEL METRICS              Post Total Reach. such as Visits. Lifetime Post Organic/Paid/Viral Reach Post Total Impressions. Lifetime Post Consumptions Negative Feedback Users.12 - This template is provided by PamAnnMarketing.com . 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 . Lifetime Talking About This (Post) Post Stories Post Consumers. Visit Duration. Also consider including Facebook traffic as a % of total socially-driven web traffic. Pages/Visit. 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. and Bounce Rate for Facebook-driven website traffic. % New Visits.

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