Read the board, steps, budget and timing

The board is one canvas, not a wizard. Everything stays on screen: what we found out about you, what we asked, and the plan itself, wired left to right in the order it happened.

The shape of it

Goal
 ├─ The idea
 └─ Direction
      └─ Step
           ├─ Who this step contacts
           ├─ What gets posted
           └─ What it costs, and when

• Goal, where the plan starts.
• The idea, the creative concept the plan is built around.
• Direction, a line of attack. A direction that has not been opened yet carries a Break this into steps button. Expanding one counts against your daily plan builds.
• Step, the unit you can actually act on. It decides a platform, a format, how many influencers and what it costs.
• Under a step sit its detail cards.

Zoom with plus and minus, press zero to fit the whole plan on screen, and use Collapse all or Expand all to work one layer at a time. On a phone the same plan is drawn as an ordered list instead of a canvas.

Reading a step card

A step card carries how many influencers it contacts, where they post, what it costs and where every number came from. Common figures:

Figure	What it is
Influencers contacted	How many the step reaches out to
Influencers who accept	The forecast of how many take it
People reached	The forecast audience
Cost	What the step costs
Units to ship	The boxes you pack, when the step ships product
Product value	What those units are worth
Typical influencer rate	The going rate behind the cost figure
Pay per result	Only spent when the result happens, and not part of the cost above

Each step also says whether we run it or you run it, and when it starts (at the start, or on a given day of the plan).

Where the numbers come from

Every figure sits beside a badge, and Where these numbers come from opens the reason behind it. It is a button and not a hover, so it works on a phone.

Badge	Meaning
Keepface data	A price or a number taken from agreements actually made on Keepface
Benchmark	An industry figure, not one of ours
Your answer	Something you told us
Assumption	Our own planning default, stated as one
Unknown	Not enough behind it to state a figure, so none is stated

Where figures are added together, the total takes the weakest badge it is made of.

Who this step contacts

This card says what the selection is: how many influencers, what size, which market, which category, which of our lists they were selected from, and how large the pool is. It shows a few of them without handles and links nowhere. A missing attribute is a dash, never a zero, because a follower count of nought is an account we have not synced rather than a person with no audience.

Outreach still fans out to everyone in the pool when you run the campaign, see why public lists show 6 samples.

What gets posted

Platform, format, what gets posted, what it says, anything it also says, the hashtag, and what the campaign does not claim. It also names what the brief will pin down and the disclosure your market requires by law, which is written into the brief when you start the step.

What it costs, and when

The budget card adds up the steps on the board. Two things to know:

• Nothing is charged until you start a step. The total is what the plan proposes, not a bill.
• Held in reserve is the share of a budget the plan deliberately does not spend. It is settled against a budget you set, so until you set one it shows as a dash. See Correct the plan for fitting the plan to a budget.

Phases and timing

The plan runs for 90 days, cut into phases. Exactly one goal is being optimised for at any point, and the phases never overlap. Each phase carries its order, its length in days, its goal and the steps under it. A step whose mechanism our ladder does not place is listed as not placed in a phase, with the reason, rather than dropped into a phase we picked for it.

Phases carry no dates. That is deliberate, see the FAQ above.

Related

• Correct the plan and what that changes
• The plan document and the PDF
• Turn a step into a campaign