Social Media Marketing Case Study: Yats

CASE STUDY: Using content, conversation & community to build a relevant social brand.

RELEVANT SOCIAL BRAND Part of the conversation Fresh and hip Cross demographic appeal Referenced in local pop culture Must use social experience effectively

BACKGROUND Founded in 2001 Founder: Joe Vuskovich 4 cajun creole restaurants Indianapolis original Early social adopters Media buzz Best of Indy

PHILOSOPHY We’re in the people business We buy in to a social approach We will create content We will engage We will measure

OVERALL GOALS Stay People focused Sustainable communication YATS brand experience oriented

GOALS YATS as part of everyday Facebook experience Stay in touch Replace paid media Foster brand advocacy Be part of the community

OBJECTIVES Maintain high levels of awareness Maintain traffic to website Increase participation Increase interactions Increase event traffic Influence daily traffic

COMMUNITY 1ST We’re a social brand Our people matter ﬁrst The media comes second Announced Bar Yats decision to community ﬁrst

SOCIAL PERSONALITY APPROACH Work off deﬁned personality traits Friendly, sincere, caring, funny, irreverent Focused on people, update consistently

SOCIAL BRAND GUIDELINES (PT 1) Always be human Sustainable Brand relevant Consumer focused Organically funny Irreverent at times Compassionate

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

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.

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

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.

CONTACT PEOPLE Identiﬁed under Facebook Info tab.

CONTENT STRATEGY Must be about the brand, the people, the experience Build in call to actions for conversation Build community

CONTENT STRATEGY: LIVE AUTHENTICITY/ QUICK RESPONSE Always understand Try to respond as fast as possible Be real. Be human.

CONTENT Use interesting, brand relevant, experience related content Social personality to be used at all times Questions, Videos, UGC Demo Speciﬁc

CONTENT: QUESTIONS Dish Wars Experience (bread, rituals, drinks) Persona stretch Requests for food Life

CONTENT: VIDEOS User generated Created by our team 4 ﬁlms to date

CONTENT: USER GENERATED CONTENT Photos Videos P2P Interactions

CONTENT: DEMO SPECIFIC Involve people Questions and content for teenagers, students, early 20’s, 30 to 40 somethings People with kids People having a bad day

CONVERSATION STRATEGY Conversations are critical Conversations must be relevant Conversations must be inclusive Conversations can inﬂuence behavior

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

CONVERSATION STRATEGY: STARTING Content to affect: Involvement Empathy Afﬁnity Opinion

CONVERSATION STRATEGY: MAINTAINING Feed it

CONVERSATION STRATEGY: ENDING Overly negative Haters irrelevance at times

CONVERSATION STRATEGY: RESTARTING On occasion Very difﬁcult You can repost - that can work, but it may just be played out, not timely & irrelevant

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

COMMUNITY MANAGEMENT Regular content / conversation Mine preferences and behavioral trends Solve problems Events updates Negative is okay Keep it real Major news Promos Integration

COMMUNITY: CROWDSOURCE PROBLEM SOLVING Understand and empathize Apologize when necessary Be open Involve people with solving problems

OBJECTIVES Maintain high levels of awareness Maintain traffic to website Increase participation Increase interactions Increase event traffic Influence daily traffic

RESULTS: AWARENESS 1 out of 20 store visitors make social mentions

RESULTS: SHARE OF VOICE 30 days - vs nearest category competitor

RESULTS SOCIAL MENTIONS Overall mentions online

RESULTS: WEB TRAFFIC Facebook is #5 source, Twitter is the #9 source

RESULTS: PARTICIPATION Facebook Fan Page: 12K+ members Joe’s Facebook Proﬁle: 2K friends Twitter (@Yats): 2.4K followers Twitter (@yatsmenu): 161 followers Mobile club: 2.5K subscribers Other assets: roughly 1,500 additional

RESULTS: PARTICIPATION 7300 in indy & surrounding cities

PARTICIPATION Male: Female Split is almost equal

RESULTS: INTERACTIONS

INTERACTIONS Post Impressions ÷ Comments and Likes = Feedback % Excellent: 1-2% Good: .5-1% Average: .1-.4% consistent use of CTA’s

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

TWITTER ANALYSIS 8 am to 9 pm

MOBILE 2,500 subscribers Promote events Push slow days Greenwood TYPICALLY OVER SUBSCRIBED

FAN VIDEO

PEER TO PEER INTERACTION Make plans on Facebook or Twitter You might be rewarded

PARTNER WITH ADVOCATES Retweets Blogger Dinner Facebook advocate event

CALLS TO ACTION Questions, discussions, and leading questions

ADDRESS PROBLEMS No menu posted online Styrofoam

NO MENU POSTED Be real Try harder Post on Facebook @yatsmenu

STYROFOAM Crowd sourced discussion group Open approach

APP FOR SUBMITTING PROBLEMS There is a process We have a form We respond to everything that is direct

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.”

SHARED MISSION For a community to get to the next level, it must have a shared mission. Solving problems Community projects

Duncan Alney @ﬁrebelly

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Social Media Marketing Case Study: Yats

by Firebelly Marketing on Nov 04, 2010

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Social Media Marketing Case Study: Yats — Presentation Transcript