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    2020 SocialMediaPlan Brief Template Public

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    green cloth
    This document provides a template for creating a social media campaign plan. It includes sections for setting the context and goals, identifying target audiences, outlining content and messaging strategies, and defining the tactics and timeline for implementation. The template offers guidance on the key information to include in each section, such as specifying objectives that are strategic, measurable, attainable, relevant and time-bound. It also provides an example of how the template can be customized for a particular campaign promoting a company that helps businesses drive repeat revenue through social media marketing.

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    2020 SocialMediaPlan Brief Template Public

    Uploaded by

    green cloth
    43 views6 pages
    This document provides a template for creating a social media campaign plan. It includes sections for setting the context and goals, identifying target audiences, outlining content and messaging strategies, and defining the tactics and timeline for implementation. The template offers guidance on the key information to include in each section, such as specifying objectives that are strategic, measurable, attainable, relevant and time-bound. It also provides an example of how the template can be customized for a particular campaign promoting a company that helps businesses drive repeat revenue through social media marketing.

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    This document provides a template for creating a social media campaign plan. It includes sections for setting the context and goals, identifying target audiences, outlining content and messaging strategies, and defining the tactics and timeline for implementation. The template offers guidance on the key information to include in each section, such as specifying objectives that are strategic, measurable, attainable, relevant and time-bound. It also provides an example of how the template can be customized for a particular campaign promoting a company that helps businesses drive repeat revenue through social media marketing.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    43 views6 pages

    2020 SocialMediaPlan Brief Template Public

    Uploaded by

    green cloth
    This document provides a template for creating a social media campaign plan. It includes sections for setting the context and goals, identifying target audiences, outlining content and messaging strategies, and defining the tactics and timeline for implementation. The template offers guidance on the key information to include in each section, such as specifying objectives that are strategic, measurable, attainable, relevant and time-bound. It also provides an example of how the template can be customized for a particular campaign promoting a company that helps businesses drive repeat revenue through social media marketing.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 6

    💬 SOCIAL MEDIA CAMPAIGN PLAN BRIEF 💬

    Updated August 2020

    How To Use:
    1. File >> Copy (do not request edit access) 📑
    2. Swap the logo and delete the example version ✍️
    3. Personalize for your short-term campaign or program ✅
    4. Share with your team to get everyone on the same page 👍
    5. Email with us questions or feedback: humans @ wearesculpt.com

    CONTEXT | essential background to setup the campaign


    What important information should set up this campaign for success?
    Key messages, a mission statement, or key dates.
    Two examples below:

    ⚡️CORE PROBLEM WE’RE SOLVING ⚡️KEY CAMPAIGN MESSAGES


    Most campaigns start with a business - Message #1 to reinforce
    problem you’re solving through marketing. - Message #2 to reinforce
    Describe it here.

    GOAL | what do you need to achieve & how is it measured


    PRIMARY STRATEGIC OBJECTIVE SECONDARY STRATEGIC OBJECTIVE
    - SMART company goal that your - SMART company goal that your
    social media goal will ladder to social media goal will ladder to

    SOCIAL MEDIA TACTICAL GOAL #1 SOCIAL MEDIA TACTICAL GOAL #2


    - What will happen by when? - What will happen by when?

    AUDIENCE | who do we need to reach to hit our goals


    PRIMARY AUDIENCE #1 SECONDARY AUDIENCE #2
    Describe who they are or link to personas Describe who they are or link to personas

    THEIR PAIN POINTS WE SOLVE THEIR PAIN POINTS WE SOLVE


    THEIR OBJECTIVES AND HOW WE THEIR OBJECTIVES AND HOW WE
    OVERCOME THEM OVERCOME THEM
    - -

    THE STRATEGY | a statement to frame your campaign’s big idea


    ● A GET / TO / BY statement will summarize the who, what, and how together
    ● Get [target audience] / To [do the desired response] / By [doing, showing, or
    saying something—your message or action]

    SOCIAL MEDIA CHANNELS | what are our required channels


    PRIMARY CHANNELS SECONDARY CHANNELS (OPTIONAL)
    1.
    2.
    3.

    CHANNEL EXAMPLE - DESCRIPTION OF THE ROLE IT PLAYS


    - What role will it play
    - How will it be used

    CHANNEL EXAMPLE - DESCRIPTION OF THE ROLE IT PLAYS


    - What role will it play
    - How will it be used

    CONTENT PILLARS | what are the types of content we will share


    1. Content Theme Name Overview: What is it?

    How will we bring it to life?

    2. Content Theme Name Continue adding these below ⬇️

    PUBLISHING SCHEDULE | what we’re posting, where, & how often


    CALENDAR 📅 Post a link to an external content calendar here (optional)

    CHANNEL 📣 Which content themes or Frequency: Timing:


    NAME messages are you posting? X posts / month Days of week/mo

    CHANNEL 📣 Continue adding below ⬇️ Frequency: Timing:


    NAME X posts / month Days of week/mo

    COMMUNITY MANAGEMENT | activities to engage & grow the audience


    ⚡️Activities to engage our audience X activities / month
    CHANNEL
    NAME ⚡️Activities to grow our audience X activities / month

    PAID MEDIA | campaigns to amplify reach and drive action


    💰Description of campaigns planned $ spend / month
    CHANNEL
    NAME 💰Description of campaigns planned $ spend / month

    ROLLOUT SCHEDULE | projected timeline & milestones


    DATE Key step Description of planning or production activities

    DATE Key step Description of planning or production activities

    EXAMPLE BRIEF BELOW 👇

    --------------------------------------------------------------------------------------------------------------
    BACKGROUND | about you or the campaign
    The leading resource on B2B social media
    We believe it takes Hustle & Heart to grow faster ⚡️

    ⚡️UNIQUE ADVANTAGE / DIFFERENCE ⚡️CORE FOCUS


    - We care about brand & biz growth Helping B2Bs drive repeat revenue with
    - We’re flexible & agile social media marketing.

    GOAL | what does social need to achieve & how is it measured


    DRIVE & NURTURE LEADS (20%) DRIVE AFFINITY & AWARENESS (80%)
    Supporting the sales process by engaging Expanding the number of positive
    and surfacing new leads and prospects. experiences with people that know, like,
    and refer us.

    MEASURED BY MEASURED BY
    - Measured by 10 guide downloads (MQLs) - 10% growth in visits/mo to site (3mo avg)
    and 1 discovery call (SQL) by 12/31/19 - 50% growth in comments per post (3mo)
    - 50 monthly Instagram follows (3mo avg)

    AUDIENCE | who do we want to reach


    PROSPECTS & CUSTOMERS (PAID) COMPANY ADVOCATES (ORGANIC)
    People that hire us People that know, like, and refer us
    -CEO/COO of B2B SMB (persona A) -Team members (past and present)
    -Marketing Lead at B2B SMB (persona B) -Community partners regionally
    -Peer agencies and service providers

    THEIR HUMAN PROBLEMS THEIR HUMAN PROBLEMS


    Generating more revenue while… Advancing in their careers while…
    Focusing on the things that matter Getting more done with less time

    THE STRATEGY | a statement to frame your campaign or big idea


    ● Get resource-strapped B2B marketing leaders to see that they can generate
    more revenue with social media by being the best practices case study for B2B
    social (hustle) — and showing BTS how it's made (heart).
    CHANNELS | what are our required channels
    PROSPECTS & CUSTOMER CHANNELS COMPANY ADVOCATES
    - Entertain and delight - Entertain and delight
    - Show behind the scenes - Show behind the scenes
    - Answer hard, interesting questions - Answer hard, interesting questions

    PRIMARY CHANNELS - ROLE IT PLAYS


    Facebook: Spark fun conversation (ask questions), show BTS, celebrate wins
    (milestones), drive traffic to blog, convert leads (retargeting)
    LinkedIn - Page: Traffic to blog and celebrate wins
    LinkedIn - Personal / Leaders: Build relationships, inspire action with information
    Instagram Feed: Show BTS, inspire action with information
    Instagram Stories: Show BTS, celebrate wins, inspire action with information, spark fun
    conversation (ask questions)

    SECONDARY CHANNELS - ROLE IT PLAYS


    Twitter: Traffic to blog, build relationships, answer questions
    Youtube: Traffic to blog, inspire action with information
    TikTok: Just post dogs

    CONTENT PILLARS | what are the types of content we will share


    2. Conversation Starters 😊 Overview:
    Engage audience in fun, interesting conversations
    on-platform without driving traffic to external sites.

    Detail:
    Posting interesting Qs with poll features

    3. Lead Nurturing 📈 Overview:


    Videos and articles that answer consideration-level
    questions further down the funnel.

    Detail:
    Retargeting ‘how we work’ videos
    PUBLISHING SCHEDULE | what we’re posting where & how often
    Facebook 📣Spark fun conversation, show BTS, celebrate 10 posts / month
    wins, traffic to blog, convert leads

    IG Stories Show BTS, celebrate wins 24 stories / month

    Youtube Traffic to blog, inspire action with information 2 videos / month

    Blog Inspire action with information, convert leads 2 / month

    COMMUNITY MANAGEMENT | activities to engage & grow the audience


    ⚡️Comment replies 20 comments / month
    IG FEED &
    STORIES ⚡️Proactive DMs 20 DMs / month

    PAID MEDIA | campaigns to amplify reach and drive action


    💰Retargeting videos to 30-day visitors $1000 / mo
    FACEBOOK
    💰New blog post traffic generation $500 / month

    ROLLOUT SCHEDULE | projected timeline & milestones


    11/30/2019 Approve plan Present to CMO and review assets

    1/5/2020 Launch on YT Launch video series episode #1 on YouTube

    5/25/2020 Review Q1 Review Q1 and Q2 performance

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