Social Media Roadmap for Brand Ebela

Generic objectives:

• Build your brand by getting people to recognize your name and associate it with your product.

• Attract new visitors by driving traffic to website.

• Increase Interaction by answering questions and addressing their queries .

• Engage with your fans by giving them a reason to talk about your brand

Current problems identified:

a. Low Pagerank

b. Less visibility on NewsFeed

c. Low Interaction and engagement

d. Not omnipresent in digital sphere.

Proven Methods to Address the problems: Our methodology

• Build, sustain and leverage qualified audiences on social platforms.

• Promote brand awareness.

• Create brand champions and advocates.

• Overcome negative social interaction with positive, strategic communication.

• Leverage best practices in social media to build loyalty.

• Engage audiences over time to drive clicks to promotions or the website.

• Promote conversion of audiences to customers.

Content Strategy : The new content plan should contain the following

1. Problem solving

The Facebook page should focus on the needs of the consumer/Target Group . This means it should solve their problems or resolve any issues they may have.

Content Strategy : The new content plan should contain the following

2. Humanization

One objective most of the brands do not have thought about is humanizing the brand. This increases the interaction and loyalty.

Content Strategy : The new content plan should contain the following

3. Great content

The content should be real time, fresh and target group oriented.

Content Strategy : The new content plan should contain the following

4. Call-to-action

A call-to-action prompts users to dig deeper into your Facebook page.

The Optimization Process:

Research

We learn about your business, industry and product/services. We research who are your target group on Facebook and how you can connect with them.

Facebook Page Setup & Optimisation

We will recommend ways to improve and optimise your Facebook Page that generate a genuine buzz to your campaign.

• Facebook Campaign Ideas

A campaign on Facebook is defined by the objective of the client. Typically campaigns are focused on increasing your fan-base, brand awareness, and conversions or some form of

promotion.

• Facebook Advertising We can create targeted Facebook PPC campaigns that speak to your existing fan base and

encourage them to join in conversations, 'like‘ your posts, and share your updates.

• On-going consultancy and monitoring After a campaign, it is important to maintain your Facebook Marketing Strategy and keep you fans

engaged and talking about your brand. We will provide on-going consultancy and monitoring of your Facebook Campaign so that your Facebook page continues to consistently achieve

your objectives.

Reporting

We will use social analytics to provide you with statistics on your fan base growth, demographic, conversions, engagement rates, response types and customer personas so that we can

identify opportunities and management strategy on an on-going basis.

Tailored Made Strategy:

Creating Marketing Persona:

Developing personas for your various market segments requires an understanding of your customer base.

We will create a detailed report on following:

What are their demographics?

What is their lifestyle? What are their interests?

Who influences their product choices? What are their personal goals?

What are they like from an emotional perspective? What are their past behaviours?

Why do they interact with your company and your competitors? What do they want from the brand

What type of information do they want? Where are they when they look for information?

Proposed solutions:

Facebook PPC : We help you reach your audience in Facebook's native ad units on mobile and desktop, and

provide all the reporting and optimization tools you need in one transparent platform.

Proposed solutions:

We will create several ads and test them against each other to see which ones have the highest performance and will properly analyze the results to see where you can improve the ads to

perform even better.

1. A/B test multiple Facebook audience segments Will find your audience sweet spot by auto splitting targeting in granular segments and get a side

by side comparison. We will split your audience in multiple segments based on any targeting criteria for better result.

2. A/B test multiple ad variations

Will find out which combination of text and image make up the best performing ad, Also will test all sorts of ad types and placements, including News feed ads for your website and Mobile app

install ads.

Facebook retargeting:

Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online.

Retargeting generates greater traffic by keeping your brand front and centre and bringing "casual visitors" back when they're ready to engage. Every time your customer sees your retargeting ads,

your brand gains traction and more recognition. The high click-through rates and increased conversions that are typical with retargeting campaigns underscore the value of good branding

and repeated exposure.

Monitoring and Analytics:

The amount of daily social posts directed toward a brand can seem infinite. We will use industry standard tools to triage and respond to online posts from influencers and detractors alike or route

category-specific comments for follow-up across your organization.

Taking to the Next Level:

The Dedicated Social Media Command Center:

A social media command center is a dedicated facility where a company can monitor and engage in social conversation around their brand and market.

We will create an integrated platform to create a social showcase, providing live details about what’s happening on social media. View your social campaigns, events, community, and more

with visually engaging displays that highlight conversations, volume, sentiment, geographic hotspots, and more.

The purpose:

• Monitoring social conversations of key audiences such as customers, media, and employees

• Real-time marketing and engagement during events

• Insights and analytics

• Uncovering social marketing opportunities

• Social community management

• Monitoring competitors

• Monitoring industry trends

• Engaging the stakeholders

Social reader:

• An cross platform app for best daily news stories picked by people who share an individual reader's interests.

• It will stream in news in real time so that a reader can

• Follow topics care about

• Pick stories to highlight for others

• Get the best stories picked by people who share the same interests

•It will be primarily built for Facebook and will developed for mobile platforms as well

Budget :

Facebook:

Facebook Paid Campaign : 3 lacs pm

Facebook Re Targeting : 1 lac pm

Commercials:

Monthly Consultancy Fee : 50,000

Monthly Maintenance Fee : 50,000

Ad Artwork creation Cost : Included in Monthly Fees

Command Center & Integrated Social monitoring : 1.5 lacs pm

Only Social Monitoring : Rs. 30,000

App development:

Rs. 10 lacs . ( Post development costs extra )

Key takeaway:

Summing up:

Short-term plans: 1. Brand health study

2. What are the optimization needed around the page

Long-term plans: 1. Taking the SM presence to the next level through the above proposed POA

KRAs and KPIs:

We shall discuss these once we agree on the basic proposal.