Social Media Landscape

The Top 10

The 4 Cs of Social Media
Community
Connectivity
Collaboration
Conversation

Conversations are positive...

and not so positive...

Case Study #1: J.C. Hart

Goals
Increase exposure and traffic to company site

Goals
• Increase the J.C. Hart website ranking in the
Google SERPs for the term “Indianapolis
apartments”
• Increase J.C. Hart’s results in image and video
searches
• Be a market leader in social media and generate
buzz with prospects and residents

Strategies
Create online “spaces” for residents and prospects

Strategies
• Replace traditional paper community newsletters
with blogs. Each blog post contains backlinks to
the J.C. Hart website with the term “Indianapolis
apartments”
• Establish Myspace and Facebook pages for each
community. Use existing email lists to invite
residents to join.
• Create a Flickr account with property photos
optimized for image search
• Establish a YouTube channel and launch a
resident video contest for user-generated content
and testimonials

Results
Traffic to site up. Property occupancy rates ahead of industry
averages by 10-15%

The J.C. Hart website went from being ranked #530 in
the Google SERPs for the term “Indianapolis
apartments” to #14.
*More work is being done to get site on the 1st page
of the Google SERPs

Top 10 Website Traffic Sources

Top video & image search results for “Indianapolis apartments”

Video contest a hit with residents and is getting good publicity

Case Study #2: Mo’s Irish Pub

Goals
Launch restaurant and build community

Goals
• Help the restaurant launch in a new market using
a combination of traditional and social media
• Build buzz to build traffic for restaurant

Strategies
Build SNS-based communities and generate conversations

Strategies
• Create a Myspace community and target people
21+ who drink alcohol and live within a 5 mile
radius of the pub.
• Engage print and TV media on opening day and
create online video for social media of opening
day activities
• Create an “I Love Mo’s Irish Pub” group on
Facebook. Fans receive free T-shirt for joining
• Distributed “virtual pints” to all new Myspace
friends. These could be redeemed for real pints on
“Myspace Monday” meetups
• Create more results on first page of Google SERPs

Results
Huge opening with all launch goals being met and...

Over 1,100 local friends on Myspace

Thriving online community with ongoing conversations

Increased traffic on Monday nights

Identified & resolved a major customer dissatisfaction issue

Featured in Hospitality Technology magazine

Case Study #3: Yats

Goals
Generate awareness, online traffic, and traffic to the restaurants

Goals
• Duplicate Yats onsite energy in the online space
• Converge traditional and social media
• Increase website traffic
• Create more Yats results in the Google SERPs
• Increase the number of positive reviews online
• Create awareness for Greenwood and Chicago
store openings

Strategies
Extend community feel online and generate participation

Strategies
• Create Myspace and Facebook accounts to facilitate
dialog online
• Create Facebook profile for Joe Vuskovich allowing
access and dialog that people generally are unable to
obtain in the restaurant
• Use these Myspace and Facebook pages to create
awareness and generate traffic to new stores
• Use online friends to recruit from for a Yats commercial
to be posted on YouTube and other social media
profiles

Results
Vibrant online community with insight and energy

The Yats website receives over 7K visits a month.
The online menu receives 5K visits a month.
There are 10K patrons who eat at an Indiana Yats
location every month.

Increased content and positive reviews in Google SERPs

Community of 5,000 members

Hundreds of people volunteered to take part in Yats commercial

Great turnout at launch of Greenwood & Chicago stores

To learn more about how Firebelly Marketing can
help you develop and implement a successful social
media marketing campaign, visit us online at:
www.firebellymarketing.com