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Brand Name

Facebook Marketing
Plan Template

Month & Year

Confidential
REV A Updated 8/1/13

This template is provided by 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

Does the brand already have a strong presence on Facebook?

Does the brands 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?

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 brands?

STRENGTHS

WEAKNESSES

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 brands 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)

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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)

This template is provided by PamAnnMarketing.com

This template is provided by PamAnnMarketing.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 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
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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

This template is provided by PamAnnMarketing.com

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 brands 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-toaction 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?

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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 brands 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 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

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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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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.

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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 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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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.
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
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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)

Hide, Report as Spam, & Unlikes


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

Net Likes: What Changed (Unlikes,


Organic Likes, Paid Likes, Net Likes)

Total Reach (Organic vs. Paid)

Where Your Page Likes Came From


(On Your Page, Page Suggestions,
Mobile, Search, Others)

Page and Tab Visits (Timeline, Admin


Tabs, Photos Tab, Info Tab, Others)

Other Activity (Mentions, Posts by


other people, Checkins, Offers
Purchased)

External Referrers

Post Reach (Organic vs. Paid)

Likes, Comments, & Shares

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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 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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