Facebook marketing plan template

Brand Name
Facebook Marketing
Plan Template
Month & Year
Confidential
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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
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.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, offering a mix of
(event promotion / customer photos / fun facts / educational posts / industry news

/ etc.)
• There are X apps in use on the brand’s Facebook page, and they serve the
following functions: __________.
CURRENT FACEBOOK ENGAGEMENT
 Current engagement rate is X% (“People Talking About This divided by Total
Number of Fans, times 100)
 What types of posts do fans seem to respond best to? Give examples.
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COMPETITIVE ANALYSIS
Identify the brand’s 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)
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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 brand’s Facebook page portray? What impression should visitors to the

page get? Consider including the company’s vision/mission statements here.
POSTING FREQUENCY
For maximum brand exposure, posting frequency will be set at X times per day, X days per
week.
(Use a tool such as Crowdbooster or EdgeRankChecker to determine optimal times/frequency
for existing pages).
POST CONTENT
The current content mix of X (will / will not) be continued, and will be expanded to include the
following types of posts (samples follow):
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• 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
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.
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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 brand’s 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-to-
action 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?”
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)
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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 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).

CONTESTS
To increase both brand awareness and fan engagement, contests can be held using a Facebook-
approved 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:___________.
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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 Facebook’s 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 who 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 brand’s fan base (additional fees for
ad spend apply). 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.
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.
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Example of sponsored story in right hand column:
Example of sponsored story found in News Feed:
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PAY-PER-CLICK:
Similar to the ads found on the side of Google, these are 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.
Indicate targeting metrics and budget.
PROMOTED POSTS:
Facebook lets brands pay for additional exposure for an individual post. Prices vary
based upon the size of the page’s 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 for this particular brand. Recommend
frequency and budget.

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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 VIRALITY
The target virality percentage for individual posts is a minimum of X%.
Any posts that fall below that threshold will be assessed to try to determine what didn’t work well
in that post.
Similarly, 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.
OTHER PAGE-LEVEL METRICS
• People Talking About This
• Page Stories
• Lifetime Total Likes, New Likes, Unlikes
• Friends of Fans
• Page Engaged Users
• Total Reach, Organic/Paid/Viral Reach
• Total Impressions
• Organic/Paid/Viral impressions
• Logged-in Page Views
• Reach of page posts, Organic/Paid/Viral

Reach of Page posts
• Total/Organic/Paid Impressions of your
posts
• Total Consumers, Page consumptions
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• Negative Feedback Users, Negative
Feedback from Users
• Total check-ins, Total check-ins using
mobile devices
• Lifetime Total Subscriptions, New
Subscribes Users, Unsubscribes Users
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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:
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• Impressions
• Social Impressions
• Campaign Reach
• Social Reach
• Frequency
• Actions
• Page Likes
• Clicks
• Social Clicks
• CTR (Click-Through-Rate)
• Social CTR
• Ad Spend
• CPC (Cost-Per-Click)
• CPM (Cost-Per-Thousand-
Impressions)
• CPA (Cost-Per-Acquisition)