B Y : B R E N N A M C K E N N A F E B U A R Y 1 9 , 2 0 1 7

KARMA CREAM

TABLE OF CONTENTS

1. Executive Summary 2.  Social Media Audit 3.  Social Media Objectives 4. Online Brand Persona and Voice 5. Strategies and Tools 6. Timing and Key Dates 7. Social Media Policy 8.  Critical Response Plan 9. Measurement and Reporting Results

EXECUTIVE SUMMARY

•  To grow Karma Creams social media following and create awareness of the business in the Gainesville area •  Increase revenue and traffic at Karma Cream •  Increase tags and check in’s on Facebook and

Instagram through contest and sale promotions

SOCIAL MEDIA AUDIT

•  Karma Cream is an organic ice cream café that focuses on serving environmentally and socially responsible product in the Gainesville community.

•  Karma Cream has social media accounts on Twitter, Instagram and Facebook.

•  For the most part Karma Cream is active on Facebook and Instagram, but their last tweet is from 2015.

•  Karma Cream post on Instagram on average around 5 times a week with a following of 2,120.

•  They also post 5 times per week on average, but the content is the same from their Instagram. Facebook has 9,110 likes and 3,572 people have checked into their location.

SOCIAL MEDIA ASSESMENT

Social Network

URL Follower Count

Average Weekly Post

Average Engagement Rate

Facebook https://www.facebook.com/karmacream/

9,110 likes 5 12%

Instagram https://www.instagram.com/karma_cream/

2,120 followers

5 15%

SOCIAL MEDIA ASSESSMENT CONTINUED…

•  At this time I have made the executive decision to continue the use of twitter because of the lack of involvement.

•  Focusing on providing original creative content for Facebook an Instagram will be the main focus of the social media campaign.

•  Increase hashtag use to provide more reach •  The campaign will also implement contest and check in

opportunities to receive discounts to increase social media followers and prominence online

•  The demographic will be aimed at people between the ages of 18-30 that enjoy eating organic or vegan food.

•  Karma Creams competitors consist of three natives, Wyatts, Pascals, Maudes and other local places that sell specialty coffee and café style treats.

SOCIAL MEDIA OBJECTIVES

•  Increase check in’s and likes on Facebook by 500 over a six month period •  Increase Instgram followers by 1,000 over a six

month period •  KPIs •  Number of unique visitors from Facebook, Twitter and

LinkedIn •  Number of Instagram followers •  Raise daily photo creativity and originality post to Facebook

and Instagram

ONLINE BRAND, PERSONA AND VOICE

•  Adjectives that describe the brand: •  Organic •  Fun •  Original •  Unique •  Vegan

•  When interacting with customers, employees are: •  Wholesome •  Kind •  informative

STRATEGIES AND TOOKS

•  Increase awareness on social media by offering a 15% off discount for each check in on Facebook •  Implement the Hashtag #GoKarmaCream to

increase reach on Instagram •  Offer incentives for tagging Karma Cream in

instagram post or sharing the Facebook page.

TIMING AND KEY DATES

•  Earth Day •  Valentines day •  Midterm week •  Final week

SOCIAL MEDIA POLICY

•  Karma cream encourages all employees to be: •  Respectful •  Use common sense •  Be polite •  Helpful •  Well behaved •  Appropriate on social media

CRITICAL RESPONSE PLAN

•  If an incident occurred with an employee or a customer being severely injured, Karma Cream, will issue a Facebook post updating the public on the status of the employee or customer.

•  If a customer has been reported sick from the product, Karma Cream, will reach out to the sick customer to see how they can improve the product to endure the product is not harming customers.

•  If the product has been contaminated in anyway, Karma Cream will post a public Facebook post updating the public on what has happened and ensure them that actions are taking place to ensure their customers safety and well being.

MEASUREMENT AND REPORTING RESULTS

•  The social media campaign will be measured by seeing an increase in transactions occurred •  It will also be evaluated on number of increase of

followers on instagram as well as likes and check in’s on Facebook