5 Ways To Get Maximum Bang
out of a Small Social Media Buck
Ideas you can implement tomorrow at work
Duncan Alney, Firebelly Marketing
www.firebellymarketing.com

Planning is key
Don’t drive straight in

Listening is the first step
It’s like being at a cocktail party

Fish where the fish are biting
Maximize your chances of success

Use the right tools
What’s the right mix for your group?

Measure your success
Justify your existence

Best Practices

Comcast

Jet Blue

Barack Obama

Zappos

Case Studies

Case Study #1: Tahiti Tourism Board

Tahiti Tourism Board stats
$1.4 million annual budget (vs Hawaii’s $67 million)
$140K allocated to social media agency services
Gets same # of tourists a year that Hawaii gets in 12 days
Target visitor has annual HHI of $150K and $1M in investable assets

Tahiti Tourism Board objectives
Keep awareness going
Can’t compete on price; differentiate on messaging
No longer cool to spend lavishly; communicate frugal investment

Tahiti Tourism Board strategies
Launch InvestInYourLove.com microsite
Coincides with Invest In Your Love YouTube video contest
Facebook Fan Page
Travel writer and blogger outreach via Twitter

Microsite

YouTube channel

Facebook fan page

Twitter stream

Case Study #2: J.C. Hart Apartment Communities

J.C. Hart objectives
Increase exposure and traffic to company site
Increase J.C. Hart’s results in image and video searches
Community-building to retain existing residents

J.C. Hart strategies
Replace paper community newsletters with blogs
Flickr account with images optimized for
search
Establish a YouTube channel and launch a
resident video contest for user-generated
contest and testimonials

J.C. Hart results
Traffic to the website increased substantially
Social media sites delivered qualified traffic and leads
Property occupancy rates are ahead of industry average by 10-15%
YouTube channel received over 10,000 views in 2 weeks

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 #3: Yats Restaurant

Yats objectives
Generate awareness and traffic to the website and restaurants
Create more Yats restaurant results in the Google SERPs
Awareness for Greenwood & Chicago store openings
Increase the number of positive reviews online

Yats strategies
Extend community feel online and generate participation
Presence on Myspace & Facebook to facilitate dialogue
Make Joe Vuskovich more accessible to “fans” via a Facebook profile
Use online friends to recruit from for a promo
video to be posted on YouTube and shared on
other social media profiles

Yats results
Vibrant online community with insight and energy
Yats website receives over 7K visits a month
Yats’ online menu receives over 5K visits a month
10K patrons eat at an Yats location every month

Increased content and positive reviews in Google SERPs

Community of over 5,000 members

Hundreds of people volunteered to take part in Yats commercial

Great turnout at launch of Greenwood & Chicago stores

Case Study #4: Emergent Leadership Institutes

Emergent Leadership Institutes objectives
Use social media to engage Indianapolis’ young people to volunteer
Use social media presence to refer people to our primary website

Emergent Leadership Institutes strategies
Promote specific volunteer opportunities
via Facebook and Twitter
Refer our social media audience to our
website where they can find the information
they need to get involved.

Facebook group has 634 members

Twitter has 353 followers

After posting a photo of volunteers with Jack Johnson and “tagging”
each of them on Facebook, the group grew by 150 people because
all of their friends saw this picture.

Q&A Session

www.firebellymarketing.com