Note this is for Pete’s section only as part of the SM pilot. Paid social media expenditures will likely make up a significant portion of your Client’s media budget, and reaching your target audiences with persuasive persuasive social media content driving awareness, consideration, and purchase intent will be key to the success of your campaign.

There should be three main sections in your social media plan: 1) social media platform/content approach/budget recommendations, 2) influencer/partnership recommendations, and 3) mock-up examples of content for each platform.

Social Media Platform/Content Approach/Budget Recommendations

In this section you are selling your overall social media strategy & tactics recommendations to your Client. Questions to answer in this section include:

• What percentage of the overall media budget will be comprised of paid social media executions? Why is this sufficient for your strategy?
• What platforms are you recommending and why? If any major platforms are omitted, why are you not pursuing them?
• What key elements from the creative brief/plan will be carried over to social media? How will this change or adapt to fit each platform (i.e. TikTok is video based, Reddit is static picture/text)?
• How will paid ads on the platforms differ from the OWNED brand handles/accounts? What type of frequency will the owned handles post with, and how will these posts integrate back into the overall campaign?
• Explain the “From-To” around the look, feel, tone and content for the owned brand handles/accounts. What needs to change to best match the brand in the overall campaign?
• Explain the key timeline points for your social media efforts. Are there any key drive periods where you’ll be pulsing in higher spend levels/more activity? What is your rational for these pushes?
• Visualize the social media calendar at a high level (diagram timeline)

Influencer/Partnership Recommendations

In this section your are selling your influencer and partnership recommendations to your Client. Questions to answer in this section include:

• What is the “From-To” for the Brand in terms of influencer strategy — are they going from none currently to building a roster of influencers that appeal to the target audiences, or is it a more subtle shift?
• Explain the approach to identifying the influencer strategy — example: “we know home cooking appeals strongly to our target audience, so the Brand should pursue social media relationships with short-form recipe and how-to cooking influencers…”. Lay out the strategic vision for your approach and the rationale for why you think it is the best path
• Will the Brand partner with any other brands or organizations as part of the social media strategy? Explain your rationale for any recommended alignments.
• Create a visual “dossier” of key information for each influencer/partner by providing the following information:
  • A brief summary of who the influencer/partner is and why they are a good fit for the campaign
  • Dollar rate for your proposed engagement (ex: $100,000 for X of posts about the Brand)
  • Subscriber count by platform
  • Reach by platform (if available)
  • Examples of current/past partnership with other brands

*Remember: social influencer/partner payments do not come out of your $20MM paid media budget. Like PR, this is a separate line item that we won’t hold you to a specific spending amount!

Mock-Up Examples of Posts by Platform (from official brand handles)

For the final client campaign books you will need to create at least one example post for each owned official brand handle. For example, if you’ll be making owned posts on your client’s Instagram, Snapchat and TikTok official accounts, you need one example of each for the final book.

These should maintain the (static) look and feel of the actual platform, so that an Instagram example will look like it came straight off of Instagram, Snapchat for Snapchat, etc. Explore any creative hallmarks or seasonality changes here as well.

Please note: PAID social media ad examples should be created by the Creative Directors and show up in the Creative Plan within the Tactical Plan.