5 Ways To Get Maximum Bang out of a Small Social Media Buck

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Duncan Alney of Indianapolis Internet and Social Media Marketing firm Firebelly Marketing, presented "5 Ways To Get Maximum Bang out of a Small Social Media Buck" at the Indiana Cultural Tourism convention held at IUPUI in downtown Indianapolis.

Tecnología Noticias y política

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

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

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 video & image search results for “Indianapolis apartments”

Video contest a hit with residents and is getting good publicity

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

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.

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.

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5 Ways To Get Maximum Bang out of a Small Social Media Buck

1. 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

2. Planning is key Don’t drive straight in

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

4. Fish where the ﬁsh are biting Maximize your chances of success

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

6. Measure your success Justify your existence

7. Best Practices

8. Comcast

9. Jet Blue

10. Barack Obama

11. Zappos

12. Case Studies

13. Case Study #1: Tahiti Tourism Board

14. 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

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

16. 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

17. Microsite

18. YouTube channel

19. Facebook fan page

20. Twitter stream

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

22. 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

23. 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

24. 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

25. Top 10 Website Trafﬁc Sources

26. Top video & image search results for “Indianapolis apartments”

27. Video contest a hit with residents and is getting good publicity

28. Case Study #3: Yats Restaurant

29. 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

30. 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

31. 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

32. Increased content and positive reviews in Google SERPs

33. Community of over 5,000 members

34. Hundreds of people volunteered to take part in Yats commercial

35. Great turnout at launch of Greenwood & Chicago stores

36. Case Study #4: Emergent Leadership Institutes

37. 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

38. 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.

39. Facebook group has 634 members

40. Twitter has 353 followers

41. 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.

42. Q&A Session

43. www.ﬁrebellymarketing.com

5 Ways To Get Maximum Bang out of a Small Social Media Buck

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