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  • 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 ins on Facebook and

    Instagram through contest and sale promotions

  • SOCIAL MEDIA AUDIT

    Karma Cream is an organic ice cream caf 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 caf style treats.

  • SOCIAL MEDIA OBJECTIVES

    Increase check ins 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 ins on Facebook