This document outlines a social media case study for Burgs, a gourmet burger chain with locations in Mumbai and Pune. The objectives were to promote Burgs, build an online following, and increase foot traffic. Key challenges included an inactive Facebook page and negative comments on Twitter. Actions taken included regularly updating Facebook and Twitter with engaging posts, responding quickly to customer queries, and running contests to drive engagement. This resulted in significant growth in Facebook fans and positive sentiment, as well as increased followers and mentions on Twitter.

1. Social Media Management
Case Study

2. OBJECTIVE
• To spread awareness about Burgs
• To promote Gourmet Food
• To build a strong online Followers
• To increase footfalls at Burgs joint in Bandra
• Targeting social Media Platform
– Facebook
– Twitter

3. BACKGROUND
• Burgs started in March 2012
• First outlet in Bandra, Mumbai
• Second outlet in Amanora Park, Hadapsar
Pune
• High competition with McDonalds

4. KEY CHALLENGES
Hardly interactive Facebook Page
Drive conversation on Facebook/Twitter
Twitter platform full of negative comments
No follow up on Twitter platform
To promote the concept of Gourmet Burgers
Higher range of Burgers compared to McDonalds

5. WHAT WE DID
A strong presence
on Facebook as
well Twitter
A quick response Regular updates
to customers on on various Burgers
their queries & Shakes
Special attention
was given to the
different sauces
served at Burgs

6. ATTRACTIVE PROFILE

7. PICK UP LINE CONTEST
Contest winners every
month were given a free
Romantic Dinner @ Burgs
as gratification.

8. Engaging Posts

9. Engaging Posts other than their menu
EPL UPDATES
VIDEOS ON
RECIPES
OLYMPICS
UPDATES
MIND
TEASERS

10. FEEDBACK FORM
Feedback Form helped us in
getting
honest opinions from
customers.
This also helped in knowing the
areas
That needed improvement.

11. VIDEO TESTIMONIAL
A video testimonial on
Facebook page helped
in promoting Burgs.
Video also saw good
response from fans.

12. REGULAR INTERACTION ON
FACEBOOK

13. REGULAR INTERACTION ON TWITTER

14. IMPACT ON FACEBOOK
13239 + fans on Facebook
Handling 8-15%
customer People Talking
13239 queries about on
11923 &complaints Facebook
9432
6411
4737
3283 Change in sentiments
521 737 from negative to
positive
May June July August September October November December
Likes

15. IMPACT ON TWITTER
322+ Followers on Twitter
Increase in
mentions on
twitter
322
287 301
237 248
219
179 185
Change in
Handling
sentiments
criticism in
from negative
Polite manner
to positive
Followers

16. Thank You
Contacts
• Website
– www.ardortech.com
• E-mail id
– info@ardortech.com