Continue to grow as a franchise in the global market and throughout the United States using Social Media

1. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results
Cold Stone Creamery - Social Media Strategy

2. Executive Summary
Our major social media priorities for 2017 will be to rapidly grow our online community on various social
media platforms.
Two major social strategies will support this objective:
1. Provide more interactive content published on all social profiles.
2. Respond to feedback from our customers; make them feel a part of our brand.
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Social Media Audit
The following is an audit of Cold Stone Creamery’s social media presence to date.
Social Media Assessment
Website Traffic Sources Assessment
Cold Stone Creamery - Social Media Strategy
Social Network URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/
ColdStone
60.1K 8 posts per week 2%
Facebook https://
www.facebook.co
m/
coldstonecreamery
/
1,916,378 4 posts per week 4%
Instagram https://
www.instagram.co
m/coldstone/
281K 2 posts per week Average interactions
per post: 1,500
LinkedIn https://
www.linkedin.com/
company-beta/
14029/
5,243 1 post per month 0%
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 4,000 unique visits 25% 3%
Facebook 3,000 unique visits 20% 1.8%
Instagram NO DATA NO DATA NO DATA
LinkedIn 100 unique visits 0.4% 0.01%

3. Audience Demographic Assessment
Competitor Assessment
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Social Media Objectives
This year, 2017, the primary focus of our social media strategy will be to support revenue goals by driving
more traffic to our website from our social channels. Cold Stone Creamery uses several different
marketing programs to increase consumer awareness and build relationships with ice cream lovers
worldwide. Through various social media platforms, Cold Stone hopes to reach more consumers and
provide them with the ultimate ice cream experience.
- Implement new marketing strategies to increase customer awareness throughout the U.S.
- Increase website interaction at www.ColdStoneCreamery.com
- Increase social media platform interactions
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Strengths Weaknesses
Marble Slab Twitter: @marbleslab a lot of visual content;
customer interactions;
good promotions
can make their visual
content more unique to
standout more
Haagen-Dazs IG: haagendazs_us post a lot of promotions could do more than
“free cone day”
Baskin Robins FB: Baskin-Robbins good visual content-
responsive to customers
could provide more
promotions
Ben & Jerry’s IG: benandjerrys well-known brand Do not post a lot of
promotions
Cold Stone Creamery - Social Media Strategy
Age Distribution Gender Distribution Primary Social
Network
Primary Need
75% : 18-35 60% female 50% twitter Displaying their own
unique creation at Cold
Stone Creamery - the
ultimate ice cream
experience.
25% : 35-50 40% male 30% instagram
10% : >50 20% facebook

4. Online Brand Persona and Voice
Cold Stone Creamery: To young adults and families, who like to indulge in super premium ice cream, Cold
Stone is where you can go to create your own customized ice cream treat. At Cold Stone, ice cream
treats come with superior customer service and a unique customer experience.
Adjectives that describe our brand: Fun; delightful; delicious
When interacting with customers we are: Friendly; interested; concerned
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Strategies and Tools
Paid: Every Saturday boost the most popular organic Facebook posts for the weekend. The post must
have a minimum organic reach of 150, as well as a minimum of 85 likes or 15 comments.
Owned: Introduce the use of #likelovegottahaveit to Coldstone’s instagram and twitter posts. Posts
should let customers know if they get a gotta have it size and use the hashtag with a picture of their ice
cream they will get a free waffle cone on this or their next visit.
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Timing and Key Dates
Holidays
- Valentines Day
- Easter
- Memorial Day
- 4th of July
- Labor Day
Internal Events
- National Ice Cream Day
Quarterly Reporting Dates
- 4 times a year; dates TBD
_____________________________________________________________________________________
Social Media Roles
• Marketing Director
• Social Media Manager
• Social Media Coordinator
• Supporting Social Media Team Members
Cold Stone Creamery - Social Media Strategy

5. _____________________________________________________________________________________
Social Media Policy
Social media is a part of everyone’s daily life. When we are using social media, we are Cold Stone
Creamery’s voice. We represent Cold Stone 100%. As an employee and representative of Cold Stone
Creamery you are expected to demonstrate proper etiquette in your use of social by following some
simple guidelines:
Be respectful to all; Use common sense; Do not engage in negative behavior; Be polite, not rude or
insensitive; Be the solution, not the problem; Be kind and willing to address customers in a positive way;
Do not be negative towards other ice cream shops;
Cold Stone Creamery is serious about the appropriate use of social media by our employees. Violation of
the social policy may result in corrective action, up to, and including, termination. You may also be
subject to legal action, including criminal prosecution. The company also reserves the right to take any
further action it believes is appropriate. Should you have any questions or concerns please speak to your
Manager or anyone on the HR team.
_____________________________________________________________________________________
Critical Response Plan
Inappropriate Tweet/FB or Instagram post sent from @ColdstoneCreamery Action Plan
1. When Tweet is detected: Take screenshot; Alert Social Media Manager. If unavailable, alert
Marketing Director.
2. SMM and Marketing Director discuss impact and reach, and evaluate further action.
3. SMM to develop appropriate follow up Tweet, Marketing Director to approve.
4. If media has picked up the post, marketing director to manage all direct contact.
5. Both the SMM and Marketing Director to sync with employee responsible for publishing the Tweet
to see if disciplinary action is required.
_____________________________________________________________________________________
Cold Stone Creamery - Social Media Strategy

6. Measurement and Reporting
Website Traffic Sources Assessment
Social Network Data
Proposed Action Items
- Continue the #likeitloveitgottahaveit campaign
- Consider #iscreamuscreamforicecream campaign: gift 100 free waffle promo for social media followers
for posting their favorite cold stone creamery creation.
Cold Stone Creamery - Social Media Strategy
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Twitter 3000 unique visits + 10%
growth
25% 1.5%
Facebook 1500 unique visits + 10%
growth
15% 2.5%
LinkedIn 150 unique visits + 5% growth 2% 0.01%
Social Network URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/
ColdStone
8000 +12%
growth
18 posts per
week +10%
increase
5%
Facebook https://
www.facebook.co
m/
coldstonecreamery
/
5500 +20%
growth
9 posts per week
+300 increase
7%
Instagram https://
www.instagram.co
m/coldstone/
9500 +10%
growth
6 posts per week
+300% increase
Average interactions
per post: 2,000
LinkedIn https://
www.linkedin.com/
company-beta/
14029/
250 +10%
growth
1 post per month
no change
1.5%