This document outlines a social media roadmap to address Brand Ebela's problems of low visibility, engagement, and digital presence. It proposes building qualified audiences, promoting awareness, and leveraging best practices. A new content plan focuses on problem-solving, humanizing the brand, great targeted content, and calls-to-action. Proposed solutions include Facebook advertising, retargeting, and monitoring tools. Long-term plans involve a dedicated social media command center and developing a social reader app. Key takeaways are conducting a brand health study and optimizing the Facebook page in the short-term and taking the social media presence to the next level through the proposed plan of action long-term.

1. Social Media Roadmap for Brand Ebela

2. 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

3. Current problems identified:
a. Low Pagerank
b. Less visibility on NewsFeed
c. Low Interaction and engagement
d. Not omnipresent in digital sphere.

4. 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.

5. 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.

6. 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.

7. Content Strategy : The new content plan should contain the following
3. Great content
The content should be real time, fresh and target group oriented.

8. 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.

9. The Optimization Process:

10. 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.

11. 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.

12. 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.

13. Tailored Made Strategy:

14. 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?

15. 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.

16. 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.

17. 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.

18. 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.

19. Taking to the Next Level:

20. 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.

21. 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

22. 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

23. Budget :

24. Facebook:
Facebook Paid Campaign : 3 lacs pm
Facebook Re Targeting : 1 lac pm

25. 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

26. App development:
Rs. 10 lacs . ( Post development costs extra )

27. Key takeaway:

28. 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

29. KRAs and KPIs:
We shall discuss these once we agree on the basic proposal.