This document outlines a social media marketing plan for Karma Cream, an organic ice cream cafe. The plan aims to increase social media following and awareness to boost in-store traffic and sales. Key objectives include growing Facebook likes and Instagram followers. Strategies include contests, hashtags, and discounts for check-ins. Progress will be measured by analytics like followers, visits from social media, and transactions from new customers.

1. 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

2. 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

3. 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

4. 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.

5. SOCIAL MEDIA ASSESMENT
Social
Network
URL Follower
Count
Average
Weekly Post
Average
Engagement
Rate
Facebook https://
www.facebo
ok.com/
karmacream
/
9,110 likes 5 12%
Instagram https://
www.instagr
am.com/
karma_crea
m/
2,120
followers
5 15%

6. 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.

7. 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

8. ONLINE BRAND, PERSONA AND VOICE
• Adjectives that describe the brand:
• Organic
• Fun
• Original
• Unique
• Vegan
• When interacting with customers, employees are:
• Wholesome
• Kind
• informative

9. 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.

10. TIMING AND KEY DATES
• Earth Day
• Valentines day
• Midterm week
• Final week

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

12. 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.

13. 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