http://firebellymarketing.com Social Media Marketing Case Study of Yats, a popular restaurant in Indianapolis. Yats' social media marketing agency is Firebelly Marketing.

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

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

5. OVERALL GOALS
Stay People focused
Sustainable communication
YATS brand experience oriented

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

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

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

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

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.

15. CONTACT PEOPLE
Identified under Facebook Info tab.

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

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

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

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

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

21. CONTENT:
USER GENERATED
CONTENT
Photos
Videos
P2P Interactions

22. 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

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

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

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

26. CONVERSATION
STRATEGY:
MAINTAINING
Feed it

27. CONVERSATION
STRATEGY:
ENDING
Overly negative
Haters
irrelevance at times

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

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

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

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

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

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

35. RESULTS
SOCIAL MENTIONS
Overall mentions online

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

37. 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

38. RESULTS:
PARTICIPATION
7300 in indy & surrounding cities

39. PARTICIPATION
Male: Female Split is almost equal

40. RESULTS:
INTERACTIONS

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

43. TWITTER
ANALYSIS
8 am to 9 pm

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

45. FAN VIDEO

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

47. PARTNER WITH
ADVOCATES
Retweets
Blogger Dinner
Facebook advocate event

48. CALLS
TO ACTION
Questions, discussions, and leading questions

49. ADDRESS
PROBLEMS
No menu posted online
Styrofoam

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

51. STYROFOAM
Crowd sourced discussion group
Open approach

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

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

55. Duncan Alney
@firebelly