Integrating Facebook into

the Ascent Marketing Plan

Hannah Bradach 2016©

Index
What Can Facebook Do? 3-6
Gather More Leads 3
Reach Specifically Targeted Audiences 3
Utilizing Facebook Insights 4
Build Brand Loyalty 4
Increase Web Traffic 5
Aligning With Traditional Media Strategies 5
Other Perks 6
Where Do We Start? 7-9
Change Name of Ascent Profile - Not Page 7
Updating Each Page 7
Choose a Scheduling Method 8
Determining a Schedule 8
Facebook Phone Number 8
Opt-in and Opt-out Agreement 9
Sample of Agreement 10-11
Budget 12
Kick-Off 12
Monthly 12
Total Cost 12
No Other Platforms At This Time 13
Twitter, Instagram & YouTube 13
Google+ & LinkedIn 13
Sample Posts 14-15
Resources 16
What Can Facebook Do?

Gather More Leads

With the world constantly changing, more and more people are turning to online sources for news,
shopping and socializing. For those target patients that dismiss traditional media, Facebook creates
a new window of opportunity for businesses moving into the tech world. Building our pages up now
can create a way to communicate with current and future target audiences. Over time our brand
will become a familiar sight on Facebook, creating brand recognition and loyalty amongst the next
generation of customers.

Reach Specifically Targeted Audiences

Using Facebook advertising is a simple tool that holds
an immense amount of power. Unlike traditional forms of
media, you can target extremely specific groups of people.
This goes beyond age and location targeting, we can
target hobbies, interests, languages and even household
income.

Boosting Posts
This could be used specifically when we have a post
we want to get out there, such as a new product or
service launch. It can be used to push weak posts
and give powerful ones an extra kick, but MUST
be used in moderation. Facebook has the ability to track the amount of money you put into
boosting posts and will make your posts less visible to bait you into paying more.

Promotions
On Facebook we also have the
ability to create promotional
coupons that would run like ads
on the side of the screen. These
could line up with newspaper/
direct mail offers or be a
completely new item.

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 Events
Whenever a location is have a special event or will be on-sight at a specific assisted living/
nursing home we have the option to create an event. This simply makes another sources of
information for people and has the potential to track possible attendance at an event.

Utilizing Facebook Insights

What We Can Learn
Facebook insights can give us a number of statistics about our posts
and followers. On the postings and page side of things it can give
us actions done on page, views, likes, post engagements, how well
videos are doing and our average post reach over time. On the
people side it can give us a definitive list of what kinds of followers
we have based on age, gender, location and can even tell us when
they’re online most.

Testing Ads
This would be a great way to test new ad styles. While it wouldn’t be
the exact same ads as what is running in print we could test different
aspects, coupons and styles at a relatively cheap cost ($100 to run a
campaign for a week as opposed to thousands in print).

Learning from Competitors

On Facebook you also have the ability to watch your competitors
from the back end. You can see how well their page and posts are
doing and learn what kinds of online marketing is/isn’t working for
them. This is great was to weed out ideas that won’t work and get
new ideas.

Build Brand Loyalty

Recognition
This one is simple, the more people see our logos, the more familiar they become with the
brand. According to Why We Buy the mere exposure effect can have a huge impact on brand
loyalty and can cause us to grow to like a brand we’ve rarely or never used. Simply put, the
more we see it, the more we like it.

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 Gaining Followers
The most followers we have, the more potential reach we have. Our reach isn’t just about how
many followers we hit, but how many of their friends we can hit. Facebook allows it show up in
a new person’s timeline if one of their friends likes, comments or shares a post from us, giving
us a new opportunity to reach customers that had not previously known about us.

Increase Web Traffic

Regularity of Posts
According to a blog post on Meltwater, about 90-95% of followers on Facebook never return
to your page after they have liked it. This means that our best chance to get their attention
is by posting and posting often enough to keep up relevant. The blog also talks about the
widely accepted fact that Facebook rewards engagement. This means to be successful our
best options to encourage employees to like, share or comment on the posts until we can get
consistent engagement from our followers.

Boost SEO
Posting regularly can also boost our SEO (Search Engine Optimization). The more buzz words
we hit regularly, the more Google will find our page when those words are searched. This is
one of the easiest and low cost methods of boosting the SEO of your business.

Aligning With Traditional Media Strategies

Matching Offers
Since each locations has their own list of offers and coupons that are sent out during the
month we have two options. We can send out Facebook specific offers or we can align them
with the direct mail and newspaper efforts. Since we usually have the print ads selected
in advance it would be a great opportunity to make a united push for a certain deal or
promotion that we have going on that month.

Directing People
Facebook, if nothing else, is a great way to direct people to call or send them to our website.
Each page can have a custom button that can call the location or that will automatically open
our website, these can also placed in posts so that when people see them they don’t have to
search for our information.

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Other Perks
FB is Mobile Ready
A Facebook page can be viewed anywhere, anytime, on any device. This makes it easily found
and viewed no matter where our customers are or what they’re doing.

Can Be There The Website Isn’t

On the rare occasion that the website is under construction or down Facebook will almost
always be there. It is rare that Facebook is completely shut and therefore can essentially be a
stand in website when we need it.

Website, Book Now, Call Buttons

With these pages we also have the potential
to create a custom button. For our services
the best button would most likely be a Book
Now or a Call Now button, but we can create
a button that works best for the area. Basically
if there is an area that books almost all of it’s
appointments over the phone and only receives handful of online requests it would be much
more productive to have a Call Now button. However, if a location feels they are flooded with
calls it could be better to have a book now button instead. It’s important to not only have one
of these buttons, but to have the most useful button available for each location.

Simple Review Posting Platform

Facebook can also give us another place to collect reviews and address concerns with
patients. Since they can’t be controlled we can get an honest review of each location on their
page. Then if/when issues arrive we have the ability to publicly respond and show our concern
for their problems.

Community Engagement
Our offices have a personal touch to them, so it would make sense that their online presence
does as well. With a website you can submit questions and wait for the response. However,
if someone had the pages up through out the day we would have the ability to immediately
respond to simple questions and make people feel like there really is a person right there to
help them out. We can respond to comments, reviews and shares when the owners are busy
and keep the conversations going. This all boosts overall page engagement and gets us seen
by other users.

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Where Do We Start?

Change Name of Ascent Profile - Not Page

Facebook Rules
According to Facebook’s strict guidelines in their help center we cannot have a profile listed a
business. I understand that this profile used to belong to Meghan, I believe it would work to
simply turn it into a generic Ascent Employee Profile. It could be a resource for owners that
are using Facebook Pages and have questions but wouldn’t be labeled as a business.

Risk Factor
The Reason making this minor change is so important is because if we violate Facebook rules
they can, at any time, strike back. This can as small as a warning and as large as wiping the
profile and all attached pages whether they are Ascent, NuEar or Auidibel.
**Can not be updated for a few weeks since it was changed so recently

Updating Each Page

Specific Design
Using a simple profile image that uses the logo. Since the image is usually very small it’s best
to keep it as simple as possible while still representing the business (either the owner’s photo
or brand logo). For the cover photo, it should be eye catching yet simple. Lifestyle photos and
business colors can make the photo feel like part of the brand without pushing it too much.

Keeping Information Relevant

Checking the pages every 2-4 weeks to make sure all phone numbers, URLs and other
business information is correct and up to date. This prevents any customer confusion or anger
when using our pages. Making sure all page names include the brand (i.e. NuEar, Ascent,
Audibel) and the location in the name.
**Already began process of deleting pages of closed locations

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Choose a Scheduling Method
Buffer
This application has the ability to schedule
mass posts across multiple page at a time,
can schedule months in advance and gives us
a number of analytics and data. We can not
tag other pages or businesses through the
application and it would add an extra cost to
have an account large enough for our use. Can
be used in the future if we ever decided to
pursue other social media platforms.

Facebook Scheduler
Scheduling must be done one page at a time, but
has the ability to tag other pages and businesses
directly (nursing homes, ascent, ect.). Can give
us analytics on posts and types of customers
engaging with posts. Only used for Facebook,
can not post across other platforms.

Determining a Schedule
Selective Days
Choosing the days we post can be just as
important as what we post. According to a post on
CoSchedule Blog which compiles 16 independent
studies, there are 4 major days we should be
posting and 3 rough time estimates. I believe our
best times would be Saturday & Sunday mornings
so that the posts have a chance to run through
the day and Thursday between 12:30 and 1:30 so
that we have a chance to catch people who would
be checking Facebook during lunch. Posts on any
other days would come directly from the owners/
locations themselves.

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 Following Content Calendar
I have already found and updated
a Google sheet that can be
used for this process. It would
follow a color coded system
that would list off various events
and advertisements that would
going on every week for each
location with a Facebook page.
This will give us the opportunity
to plan out week, even months in
advance some of what we will be
posting.

Facebook Phone Number

Just like any other advertising platform we will need a phone number that would be used for
Facebook posts and pages only to better track our numbers.

Opt-in and Opt-out Agreement

I believe it would be best to have an agreement about Facebook that the owners could sign
so that they have to follow the guides that we set. They could elect to:

Opt-in completely: They have a page, we control 3 posts a week and they are able to post
other/local posts that can go out on days of the week that we do not control. They can not
create campaigns and ads as we will have control over those.

Opt-in partially: They will have a page but not our assistance posting.

Opt-out: They will not have a Facebook page at all. This prevents owners being upset that we
may be helping another location but not them and makes it easier to find fake accounts that
we can report to have removed.

**At any point an owner can re-sign the agreement and change their option.

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 Facebook Agreement Options

As a part of the Ascent team (Ascent, NuEar & Audibel) you are eligible to have a Facebook page
for your office. With that page you are allowed to choose your plan for the page from one of our 3
options.

Please Read Each Option Carefully

Complete Opt-In: A page will be created for your office that will be owned by Ascent. You
will be given full Administrator permissions to post, make edits and update the page. As a
part of the Complete Opt-in the Ascent marketing team will post 3 time a week on your behalf
on Sundays, Saturdays and Thursdays. These posts will be hearing and business related. On
any other day you may post any local events, updates or news that you see fit (you may also
email an Ascent team member for assistance in creating and planning these posts). The Ascent
marketing team will have full control over cover photos and profile photos to keep them in
line with our brand and image. If you would like to have a temporary cover or profile photo to
advertise an event/deal/time of year you will contact an Ascent marketing team member and
they will create this for you to keep it consistent with the brand. The Ascent marketing team will
create and control advertising efforts on Facebook. If you would like input or have certain deals/
offers you wish to run you may contact an Ascent marketing team member to discuss them.

Partial Opt-In: A page will be created for your office that will be owned by Ascent. You will be
given full Administrator permissions to post, make edits and update the page. You as the owner
will have complete responsibility for any and all posts you wish to have on your page. The
Ascent marketing team will have full control over cover photos and profile photos to keep them
in line with our brand and image. If you would like to have a temporary cover or profile photo
to advertise an event/deal/time of year you will contact Ascent marketing team member and
they will create this for you to keep it consistent with the brand. The Ascent marketing team will
create and control advertising efforts on Facebook. If you would like input or have certain deals/
offers you wish to run you may contact an Ascent marketing team member to discuss them.

Opt-Out: You do not wish to have a Facebook page for your business.

If you decide later on that you wish to change your option you may contact an Ascent marketing
team memeber. They will send you a new a agreement that can be re-signed and sent back.

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 Facebook Agreement Contract

I, , as the owner of
Owner Name Office Name/Location

have decided that my office will use the following Facebook Agreement Option:

Select One Option

o Complete Opt-In

o Partial Opt-In

o Opt-Out

I also acknowledge that the option I chose does not have to be permanent and that I
have the ability to request a new agreement at any time.

Owner Signature/E-Signature Date

Ascent Team Member Signature/E-Signature Date

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Budget

Kick-Off
Each page would have start with a likes campaign which is referred to as a “Promote Page”
campaign on Facebook. This would help refresh and boost the followers on each page. I
suggest a 14 day campaign on each page for $20 (total est. $600, a complete estimate can
not be completed until we determine which pages would like to opt into having a
Facebook page).

Monthly
Every month after the initial run I suggest we do 1 likes campaign per page, per month using
only $5 per page for 1 year. This come out to an estimated $150 per month. This will continue
to grow the pages at a steady pace over time.

Then I suggest we begin posting regularly on the pages and find the types of posts that get
the most organic traction. We would then individually boost the posts that are getting organic
reach by $10.

Estimated $1500 per month

Approx. 30 pages x (5 posts x $10)

Most offices won’t have 5 extremely successful organic posts in a month. The goal is to post
regularly enough that we will be able to slowly grown our organic reach and therefor avoid
spending excess amounts of money of Facebook.

Total Cost
Initial kick-off: $600

Monthly Budget: $1700

**We also have the option to post without boosting for a few months to build up content and
the reputations of each page.

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No Other Platforms At This Time

Twitter, Instagram & YouTube

Twitter for businesses works best when you have new content at each location that can be
posted each day, I do not feel like it is a good route for the offices at this time.

Instagram caters to a world that wants to see amazing photos of food, scenery, travel and
animals which is not the type of content that we would be posting to help our offices.

Like Instagram, YouTube is all about the content and if it is engaging enough for people to
watch repeatedly. We currently do not have the resources or content necessary to keep up a
YouTube for each office.

Google+ & LinkedIn

For each of these platforms it is more about having a static page. People don’t interact much
on either of these and therefore they would not serve a purpose for us.

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Sample Posts

Newspaper Offer
Similar to the offer running on
that particular week in print
advertising.

Giveaway
Simple give away, easily tracked.
Winner selected at random and
coupon sent through FB.

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Simple Posts
Eye catching images and
informational post.

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Resources

https://blog.bufferapp.com/facebook-ads-guide

https://blog.hootsuite.com/best-time-to-post-on-facebook-twitter-instagram/

http://coschedule.com/blog/best-times-to-post-on-social-media/

https://www.b2bmarketing.net/en/resources/blog/7-benefits-using-facebook-business-promotion

https://www.facebook.com/business/learn/facebook-page-basics

http://www.ninahale.com/blog/facebook-360-photos/

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