Social Media Marketing
mxglor
SOCIALMEDIAPLAN-TEMPLATESMEUBS.xlsxSM Plan
| Social Media Plan |
| Define Social media goals, aligned with the marketing plan and the business goals |
| •Competitive Analyse |
| •Audit your brand Social Media presence |
| •Analyse the audience – Define your target persona |
| •SM SWOT |
| •Social Media Campaign |
| –Define your Social media key priorities - Define specific SMART goals and strategies |
| –Social media mix - Network channel (platforms) selection to reach the Target Audience - define specific goals per network |
| –Define metrics per action/network |
| –Define relevant content (key messages aligned with your objective, strategy and mission). |
| –Create an activity calendar |
| –Budget |
Competitive analysis
| Analysis 2021 | Last Month | ||||||||||||||||||||||||||||||
| Last week | per week | ENGAGEMENT | Engagement | 1 -bad / 10 good | Engagement | Total engagement | Total engagement | Competitor | Ask them | average | Goals & | ORGANIC | PAID | Paid | Last month/week | ||||||||||||||||
| Channels | Followers | Follow | Ratio Followers/follow | Page / fan page | Followers | Nº New Followers | publishing Frequence | average likes | likes/followers | comments | comments/followers | Comments grade | share | share/followers | (l+s+c)/followers | Answers | Questions | answer Time | Strategy | Type of Content | Type of advertising | Influencers | Best Post description | Best Post achievement | Best Campaign | ||||||
| Date X | Date Y | Time of publishing? | 0,5-1% EXCELLENT | We do not know | UGC | ||||||||||||||||||||||||||
| 0,1-0,5% Normal | @ youtube not possible | Content | |||||||||||||||||||||||||||||
| less than 0,1 Low | engagement | # Instagram & Twitter | Video | Link | Infography | Download | |||||||||||||||||||||||||
| Competitor 1 | 65,545 | N/A | ERROR:#VALUE! | 67000 | 1,455 | 5 | 0.008% | 5 | 0.008% | 5 | 5 | 0.008% | 0.023% | LOW | very good | Leads | Call to action | Video - Leads | Image / Video and message | Engagement | # | ||||||||||
| Competitor 2 | ERROR:#DIV/0! | 10 | Good | Traffic-Web | (questionnaire) | ||||||||||||||||||||||||||
| Competitor 3 | ERROR:#DIV/0! | 1 | Bad | Promo - Discount | |||||||||||||||||||||||||||
| Competitor 1 | 10000 | 900 | 11.1111111111 | no | Branding | Photo | |||||||||||||||||||||||||
| Competitor 2 | ERROR:#DIV/0! | Video | Photo - Branding | ||||||||||||||||||||||||||||
| Competitor 3 | ERROR:#DIV/0! | ||||||||||||||||||||||||||||||
| Competitor 1 | 1 | 0 | |||||||||||||||||||||||||||||
| Competitor 2 | 1 | no | |||||||||||||||||||||||||||||
| Competitor 3 | 1 | ||||||||||||||||||||||||||||||
| Youtube | |||||||||||||||||||||||||||||||
| Competitor 1 | 1 | ||||||||||||||||||||||||||||||
| Competitor 2 | 1 | ||||||||||||||||||||||||||||||
| Competitor 3 | 1 | ||||||||||||||||||||||||||||||
Brand Audit
| Analysis 2021 | Last Month | |||||||||||||||||||||||||||||
| Last week | per week | ENGAGEMENT | Engagement | 1 -bad / 10 high | Engagement | Total engagement | Total engagement | Competitor | Ask them | average | Goals & | ORGANIC | PAID | Paid | Last month/week | |||||||||||||||
| Channels | Followers | Follow | Ratio Followers/follow | Page / fan page | Nº New Followers | publishing Frequence | average likes | likes/followers | comments | comments/followers | Comments grade | share | share/followers | l+s+c/followers | Answers | Questions | answer Time | Strategy | Type of Content | Type of advertising | Influencers | Best Post description | Best Post achievement | Best Campaign | ||||||
| 0,5-1% EXCELLENT | We do not know | |||||||||||||||||||||||||||||
| nº impressions | @ youtube not possible | Content | ||||||||||||||||||||||||||||
| engagement | # Instagram & Twitter | Video | Link | Infography | Download | |||||||||||||||||||||||||
| 5 | ERROR:#DIV/0! | 5 | ERROR:#DIV/0! | 5 | ERROR:#DIV/0! | ERROR:#DIV/0! | 0,5-1% EXCELLENT | Image / Video and message | Engagement | # | ||||||||||||||||||||
| Youtube |
Brand Audit Target persona
| Past campaign or Last year | ||||
| Target Persona1 | Target Persona1 | |||
| Male and female | Male and female | |||
| 40-50 yo | 20-50 yo | |||
| interest in sports | interest in sports | |||
| Interest in healthy life | Interest in healthy life | |||
| Urban people | Urban people | |||
| Channels | Instagram & Facebook | |||
| Service 1 | Service 2 | |||
| Service description | Recycling | Promos |
Social Media SWOT
| SWOT - ALL related to Social media | ||||
| Strengths of the BRAND | Weaknesses of your BRAND | This Is the most important | ||
| Content | Video | |||
| Competitive advantage | Complaints | Traffic | ||
| Brand influencer X | Slow response | Intention | ||
| Brand advocate X | ||||
| Not so important | ||||
| Actions | Photos | |||
| Videos | ||||
| Opportunities of the MARKET | Threats of the MARKET | |||
| Google Trends | Competitors launch | |||
| News | Competitors campaign # | |||
| Influencers | Regulation on Social Media | |||
| Bloggers | ||||
SMART Goals
| Plan 2022 - Spain | |||||
| Marketing | Social Media | Social Media | |||
| Goals | Goals total year | goals 8 weeks (June -July) | Strategies | Tactics | |
| ?@influencers | |||||
| Grow 10% in sales | Grow 10% Brand awareness | 19.000 new followers | Organic growth - Posts | #Campaigns | It has to be a NEW ONE!! |
| Grow 20% email Data Base | 5.000 new leads | Paid Ads | Promos | ||
| Influencers | App downloads | ||||
| Channels: Instagram & Facebook | Lead magnets |
Campaign Target persona
| For Social media plan | ||||
| Target Persona1 | Target Persona2 | |||
| Male and female | Male and female | |||
| 20-30 yo | 20-50 yo | |||
| interest in sports | interest in sports | |||
| Interest in healthy life | Interest in healthy life | |||
| Urban people | Urban people | |||
| Very worried about 0 footprint | ||||
| Channels | Instagram & Facebook | |||
| Service 1 | Service 2 | |||
| Service description | 0 Footprint | New Product |
Campaigns
| TACTICS: Paid Ads | Budget | |||||||||
| Estructure | Estimated | |||||||||
| Channel | Campaign | Target persona | Group of Actions | Ads | GOALS per group of actions | Reach | Follow instructions | Average cost | ||
| Videos | A1 - Video Person A - Link | 1% Leads - Fill Form at landing Page | leads | |||||||
| Christmas | Persona 2 | A2 - Video Person B - Link | 500,000 | 5,000 | 7 euros / lead | 3,500.00 € | ||||
| #MYBRANDXmas | Promo | A3 -Offer 10% - App | 0,5% App install | apps downloads | ||||||
| A4 - Offer 1 item for free - App | 200,000 | 1,000 | 5 euros/ App install | 5,000.00 € | ||||||
| A5 -3x2 - App | ||||||||||
| B1 Title 0 foot print | 10% traffic to website | Click | ||||||||
| B2 Title We are making it possible | 100,000 | 10,000 | 0,99 x Click | 9,900.00 € | ||||||
| Sustainability | Persona 1 | Brand Video | B3 Title Be a Sustainable mamber | |||||||
| Testimonials | B4 Testimonial 1 | 10% Video watching to rise awareness | 50,000 | click to watch | 0,99 x Click | 4,950.00 € | ||||
| B5 Testimonial 2 | 5,000 | |||||||||
| 850,000 | 23,350.00 € | |||||||||
| Total Budget | ||||||||||
| Channel | Campaign | Target persona | Group of Actions | Ads | GOALS per group of actions | Follow instructions | Average cost | |||
| Videos | A1 - Video Person A - Link | 1% Leads - Fill Form at landing Page | leads | |||||||
| Christmas | Persona 2 | A2 - Video Person B - Link | 500,000 | 5,000 | 7 euros / lead | 3,500.00 € | ||||
| Promo | A3 -Offer 10% - App | 0,5% App install | apps downloads | |||||||
| A4 - Offer 1 item for free - App | 400,000 | 2,000 | 6 euros/ App install | 12,000.00 € | ||||||
| Inatagram | A5 -3x2 - App | |||||||||
| B1 Title 0 foot print | 10% traffic to website | Click | ||||||||
| B2 Title We are making it possible | 100,000 | 10,000 | 0,99 x Click | 9,900.00 € | ||||||
| Sustainability | Persona 1 | Brand Video | B3 Title Be a Sustainable mamber | |||||||
| Testimonials | B4 Testimonial 1 | 10% Video watching to rise awareness | 50,000 | click to watch | 0,99 x Click | 4,950.00 € | ||||
| B5 Testimonial 2 | 5,000 | |||||||||
| 1,050,000 | 30,350.00 € | |||||||||
| Total Budget |
Metrics
| METRICS | Goal - Total 8 week | Goal - avaeage Weekly Tracking | |||
| Organic | New Followers | 1600 | 200 | ||
| Engagement - Likes/post | 1.0% | 1.0% | |||
| Engagement - Share/post | 0.5% | 0.5% | |||
| Engagement - chat interactions | 60 | 5 | |||
| Negative comments | 0 | 0 | |||
| Posts per week | 84 | 7 | |||
| PAID | Impressions | 4,000,000 | 500,000 | ||
| New Followers | 18,000 | 100 | |||
| CTR Click/impressions % | 1% | 0.5% | |||
| Leads | 5,000 | 625 | |||
| Engagement - Likes/post | 0.06 | 0.5% | |||
| Engagement - Share/post | 0.012 | 0.1% | |||
| Engagement - chat interactions | 0.012 | 0.1% | |||
| Negative comments | 0 | 0 | |||
| Influencers | Number of influencers | 50 | 6.25 | ||
| 5000-20000 followers | Posts | 150 | 18.75 | ||
| Organic | New Followers | 1600 | 200 | ||
| Engagement - Likes/post | 1.0% | 1.0% | |||
| Engagement - Share/post | 0.5% | 0.5% | |||
| Engagement - chat interactions | 60 | 5 | |||
| Negative comments | 0 | 0 | |||
| Posts per week | 84 | 7 | |||
| PAID | Impressions | 4,000,000 | 500,000 | ||
| New Followers | 800 | 100 | |||
| CTR Click/impressions % | 1% | 0.5% | |||
| Engagement - Likes/post | 0.06 | 0.5% | |||
| Engagement - Share/post | 0.012 | 0.1% | |||
| Engagement - chat interactions | 0.012 | 0.1% | |||
| Negative comments | 0 | 0 | |||
| Influencers | Number of influencers | 50 | 6.25 | ||
| 5000-20000 followers | Posts | 150 | 18.75 |
Influencers
| Goal - Total 8 week | Weekly Tracking | Budget | ||||
| Influencers | Number of influencers | 50 | 6.25 | |||
| 10000-20000 followers | Posts & Stories | 150 | 18.75 | 7,500.00 € | ||
| Influencers | Number of influencers | 50 | 6.25 | |||
| 10000-20000 followers | Posts & Stories | 150 | 18.75 | 7,500.00 € | ||
| 15,000.00 € | ||||||
| Total Budget Influencers |
Social Media Content Calendar T
| SOCIAL NETWORK | DATE (MONTH/DAY/YEAR) | TIME (EST) | CONTENT TYPE | TOPIC | Key Message | LINK / call to action | NOTES (e.g., specific images, etc.) |
| WEEK 1 | |||||||
| 06/01/2020 | 7:00 AM | NEW PRODUCT POST | Launch new product #NewP | New technology 0 footprint | Link to website | Video NewP | |
| 06/02/2020 | 15:00 pm | CURATED CONTENT | Interview to Expert | Tested at the Univ | Comment | Expert with NewP | |
| 06/03/2020 | S Responsability POST | #RecycleWithMe | New technology 0 footprint - award | Link to website | |||
| 06/04/2020 | LIVE VIDEO | #NewP | 0 foot print Q&A | Link to website | |||
| 06/05/2020 | PROMOTION | #50%ForYou | Try it for 50% | Try it! | |||
| STORY | #NewP | Prod Demo - = foot print | |||||
| ORIGINAL IMAGE | Image #NewP | Design | |||||
| PROMOTION | #50%ForYou | ||||||
| CURATED CONTENT | Category P | comparision vs category | |||||
| Chat | 0 foot print | 0 foot print Q&A | |||||
| S Responsability POST | #RecycleWithMe | New technology 0 footprint - award | |||||
| NEW PRODUCT POST | #NewP | ||||||
| WEEK 1: FRIDAY | 01/11/2020 | ||||||
Calendar
| 8 weeks SM Plan | ||||||||||||
| Jan | Feb | March | April | May | June | July | ag | sep | oct | nov | dec | |
| Influencers | ||||||||||||
