I ran into an article from Forbes which highlighted how Cold Stone Creameries turns to social media to increase their sales. There problem, like many others, is that they have MANY fans, but these fans are not really turning into sales. Actually, Cold Stone Creameries has over 600K fans on Facebook that they are now trying to convert into buying costumers.
I’m actually going to steal pieces of the comment I made on the Forbes article.
While eGifts and sweepstakes are good for brands like Cold Stone, they are still missing the point of social networking. I know they want to try to increase sales from their 600K+ eye balls within social media, but the platform is “Networking”, and they are simply not doing that.
Instead of creating these elaborate plans and large campaigns, how about create mini sweepstakes or even get local shops/employees personally talk and network within social media. Look into the @twelpforce way of doing things. I know I would get pumped up if an employee of Cold Stone would send me a msg saying, “Hey, I know you love coming visit us at Cold Stone and being that its your B-Day come by and I’ll hook you and a friend up with a 50% discount” or something to that effect. Thats much more powerful than adding myself to their “BClub” and getting an automated email sent to me for a free ice cream.
But anyway, the point i’m getting at is that brands like Cold Stone should become more individualized and socially networked with customers and employees so that when “oh, I want Ice Cream” pops into a fans head, they KNOW exactly where they are going to get some.
THIS IS THEIR PROBLEM!! There is NO networking! You can even go look on the Stone Cold Fan Page Wall for yourself. NO one replies to fan comments…. NO INTERACTION! There is even a lack of content! The number one rules of utilizing Facebook is adding content and engaging with fans. Its not about the quantity of followers, its the quality of the relationships.
Come on Cold Stone!! Socialize with your fans! If you want to increase your sales… start off by socializing with them. If not, stop crying over spilled cream!
Do you think increasing their social skills will improve sales? Do you think they are going about this in the wrong way?
