FWBL

Facebook Plan

Objective
To create a constant digital presence for FWBL
that serves as a promotional, customer service
and brand building tool for FWBL

Presentation Structure

Digital Landscape
Competitive Analysis
Strategy for Social Media (Facebook)
Digital activity plan for
GEP events and Customer Day
Media Budget and Costing

Digital Media Landscape

Total Online
Audience
39 Million
(70:30 M/F split)

Social Audience
Facebook: 25 Mill
Twitter: 2 Mill
Instagram: 1.6
Mil

Social Audience
18 - 45 Years:
23,000,000
Males:
18,000,000
Females:
5,200,000

Source: Twitistan, Facebook

4

Significance of Digital Media

Competitive Analysis

Banks On Digital
Most Active: HBL, Alfalah and SCB

Websites

Mobile

Social
7

Banks On Digital - Websites

Owned space where product info, forms are available

Competition is using online advertising on search engines
like Google, social media, other websites to drive relevant
traffic
8

Banks On Digital - Social

Opportunity to add value
through online customer
service
Relatable and engaging
content leading to brand
recognition and even brand
preference
Exciting content on social
makes the brand talk worthy
Empowers the customer
9

Banks On Digital - Mobile

Makes bank services
accessible all the time
Aiming to bring utility
to customer
Encouraging repeat
usage of bank
services

10

Bank Loans Searched 10K 100K

Times/Month in Pakistan

Sudent Loan

Car Loan

Buiness Loan

Personal Loan

Top Searched Loans on

Google

11 Google Trends
Source:

No Sponsored Bank Ads on Loans

Faysal Bank
SCB
Tameer
NIB
Silk
Alfalah

Opportunity for FWBL to come

up in search results when
someone searches bank loans
or similar keywords on Google

12 Google Trends
Source:

FWBLs Current Digital Standing

13

NBP - Current Standing

Website
Social - Facebook

Informative
Not responsive
No social media integration
Design and customer experience can be improved

More than one platforms

present
No official presence
Unreliable source of
information
No customer service
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FWBL - Strategy for Facebook

15

Suggested Digital Platforms

Social media owned platforms

Ads on
websites,
for awareness, content, and
Google search
activities advertised for
and social
increased reach
platforms to
intercept and
direct audience
to FWBLs
owned
platforms

App launch
Responsive Emailers
in the future
website
sent to
increasing
acting as
Customers
accessibility
the
informatio
n hub

16

Ideas for GEP

#StandforGenderEquity
Men and women supporting gender equity on their
social platforms giving mileage to FWBLs cause

17

Event Pages
Roadshow events to be
promoted to Facebook TG
Geographic targeting to
get the right audience
Event location maps,
reminders and other
updates for those who
click Attending

18

FWBL Equity Booth

Selfie booth near media
wall for social influencers
to post photos
Props carrying messageladen hashtags to be
used
#StandforGenderEquity

19

Bloggers at GEP Events

Invited bloggers to cover
event via tweets, FB
updates carrying event
#hashtags to their
followers
#StandforGenderEquity

Re-sharing content from

FWBL page
Messages from bloggers to
show their solidarity with
FWBL/GEP and the cause
20

#StandforGenderEquity - Social
Extension
Posts from male and female
online influencers to post a
picture with a short message
about gender equity
Activity opened for the online
audience to use the #hashtags
giving the event coverage more
mileage
Best ones to be reposted by the
page/retweeted

21

#StandforGenderEquity - Social
Extension
Posts from male and female
online influencers to post a
picture with a short message
about gender equity
Activity opened for the online
audience to use the #hashtags
giving the event coverage more
mileage
Best ones to be reposted by the
page/retweeted

22

Online Articles
Get media partners online to
write blog posts and/or articles
and give coverage to the event
and the cause
Links to those articles to be
posted on FWBLs Facebook
Page/Twitter Account
Bloggers on-board will also be
asked to re-share

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Cross-Sharing Content
Posts and content from
GEP event to be shared
on Aurat Foundation and
USAIDs social media
accounts and vice versa
Would open up content
from event to a wider
audience, increase
FWBLs profile

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Live Videos from the Event

Anchor at the event to
engage speakers and
attendants who have
success stories with FWBL
Live videos of these short
interviews transmitted
directly to social media
audience on Facebook

25

Customer Week

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Blogger - A Day at FWBL

Bloggers asked to visit the
branch and experience quality
customer service and to learn
about FWBLs products
Visit to be captured on video
and edited in a short video for
social media
Content given paid boost
during Customer Week

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Chairpersons Welcome Video

To be posted to mark the beginning of
Customer Week
FWBL Chairperson would be welcoming
the audience to the official FWBL page
Chairperson to also talk about the online
feedback form for customers
Address would cover the scope of content
and services from FWBLs Facebook Page
Customer service queries to be answered
online
Info on existing and latest products
Coverage of events and activities

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Online Feedback Form

Online feedback form developed on
the website with links given on
Facebook, advertised for increased
reach
The form will also ask user to add
their information to build database
Customers who filled the form will be
picked via random selection to give
prizes to throughout Customer Week

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Testimonials
Testimonials of
famous faces and
regular people will
be shared on the
page leading the
audience to the
online feedback form

30

History/Milestones
Moments of importance
and other milestones
achieved by FWBL
since inception to be
added to Facebook
Page
Milestones to focus on
the continued legacy of
quality customer
service and
performance
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Info graphics
Information related
to the banks
achievement and
performance, awards
and ratings

32

Bringing Old Customers Back Videos

SMS FWBLs
customers to join the
page and get gifts
delivered to their
home
Pictures/videos of
the reactions on
receiving gifts to be
posted online
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Media Advertising
Facebook: Targeted Facebook Ads to gain following as well as
increase message reach
Age, Gender, Location for page audience, Job Title, Education

Google: Target keywords, placements specific to loans

Search (FWBL to get in product related Google search results)
Contextual & Placement (FWBL ads to show on websites covering relevant
topics)

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Media Advertising Reference

Snapshots

35

Campaign Reporting
Social Media Report
Social Platform performance report (Post Page likes, Post Reach, Post
Engagement, Paid and Organic Engagement)
User insights and feedback

Media Reports (Display, Search)

Ad spend
Ad performance (Impressions, Clicks, CTR%, CPC)

36

Way Forward for Facebook

FWBL FB page to be launched with GEP event followed by Customer Week

SMS/Emails sent to the FWBL customers to invite them to the page
Feature all campaigns on the Facebook page
FWBL to serve as a new customer service platform Connect Call Center Agent to
answer queries online and maintain FAQs List
FWBL page to have regular content and moderation even on non campaign days
Non campaign days to have at least 1 to 2 posts per week with regular moderation
More budget for campaign days Vs non campaign days
Marketing plans to be shared by the client beforehand to lock content areas
Weekly content to be shared by agency for approval prior to posting
All ATL, BTL campaigns to be shared with the Digital Agency for 360 impact

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Monthly Costing
Service
Media Creative
Media Spend

Media Commission

Details
Google advertising creative with design/animation and
variations
Facebook Advertising creative
Facebook:
Page promoted post Advertising (Images and videos)
Page Like Advertising (Ads)
Lead Generation Ads
Google:
Search Ads
Contextual and Placement Ads
Commission charged on Media Spend

Amount
(PKR)
Excluding
taxes
FOC

300,000 350,000

15% of Media
Spend
Facebook Page Management

No. of posts: 3 per week

Cover: 1 per campaign
Creative design and content updating
Daily page moderation during the campaign
Forwarding Queries to client and answering
Community Management

100,000

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