http://firebellymarketing.com Social Media Marketing Case Study of Yats, a popular restaurant in Indianapolis.
Yats' social media marketing agency is Firebelly Marketing.
2. RELEVANT
SOCIAL BRAND
Part of the conversation
Fresh and hip
Cross demographic appeal
Referenced in local pop culture
Must use social experience
effectively
3. BACKGROUND
Founded in 2001
Founder: Joe Vuskovich
4 cajun creole restaurants
Indianapolis original
Early social adopters
Media buzz
Best of Indy
4. PHILOSOPHY
We’re in the people business
We buy in to a social approach
We will create content
We will engage
We will measure
10. SOCIAL BRAND
GUIDELINES (PT 1)
Always be human
Sustainable
Brand relevant
Consumer focused
Organically funny
Irreverent at times
Compassionate
11. SOCIAL BRAND
GUIDELINES (PT 2)
Respond quickly
Solve problems
Be open
Be conversational
We will not bribe people with free food
Will not overload Joe’s personality in approach
12. SET COMMUNITY
EXPECTATIONS
Our common values: we all love Indy, we
appreciate original food, we’re a sometimes
irreverent group.
Please be a part of our community. It’s for you and
us.
Tell us how you feel. Tell us what you want. Talk to
each other. Make plans. Be happy.
13. SET COMMUNITY
EXPECTATIONS
On Facebook, our efforts exist for many reasons:
To exchange information
To understand each other better
To offer access behind the scenes on occasion
To provide special promotions
To solve problems
14. SET COMMUNITY
EXPECTATIONS
Our community is vital to us. We care about our
community both online and in the real world.
Joe has always said, “We’re in the people business
first. We serve food second.”
Our work is simple. We’re a community
restaurant.
24. CONVERSATION
Use content to start
Must be maintained in a timely manner
Probing questions
Ask for different perspectives
Offer incentives
Offer a diversity of moods
29. COMMUNITY
MINDED
The community is our people and our asset
We must protect the community
We must water the community
We must meet the expectations we set
30. COMMUNITY
MANAGEMENT
Regular content / conversation
Mine preferences and behavioral trends
Solve problems
Events updates
Negative is okay
Keep it real
Major news
Promos
Integration
41. INTERACTIONS
Post Impressions ÷ Comments and Likes = Feedback %
Excellent: 1-2% Good: .5-1% Average: .1-.4%
consistent use of CTA’s
42. TWITTER
ANALYSIS
Followers: 2,462
Klout Score: 35
Specialist, Highly Engaged
Used for conversation, some
announcements, traffic to other assets
Sustainable and not overload follower
twitter feed
53. SHARED VALUES
The essence of community is this!
It starts with Cajun food
“Our common values are we all love
Indianapolis, we appreciate original food, and
we’re a sometimes irreverent group of people.”
54. SHARED MISSION
For a community to get to the next level, it
must have a shared mission.
Solving problems
Community projects