May 13
Online Reputation Management
Duncan Alney
Indiana Cultural Tourism Conference
Indianapolis, IN

June 3
Social Media Marketing
Duncan Alney and Chad Richards
Physician Office Managers Association of America
Indianapolis, IN

July 25-27
Duncan Alney
RealPage User Conference
Las Vegas, NV

August 21
Online Reputation Management
Duncan Alney
BlogIndiana
Indianapolis, IN

September 13-17
Crisis Communication
Duncan Alney
Brainstorming
Dallas, TX

September 13-17
Strategic Marketing
Chantelle Flannery
Brainstorming
Dallas, TX

Approach
Firebelly developed the Cinco de Mayo Sweepstakes campaign to run during the month of April. People could enter for a chance to win Qdoba Hot Bar for 20 people. The sweepstakes was seamlessly built into a custom tab on the J.C. Hart Facebook Page using a Facebook-approved third party application.

The entry form included a “Like” button that allowed those who were not already a fan of the Qdoba Central Indiana Facebook page to become a fan instantly. Entrants were also informed that they must be “like” the page in order to be eligible to win.

Firebelly also identified and reached out to people tweeting about Qdoba and related keywords from within a 30 mile radius of Indianapolis, directing them to the Sweepstakes tab on Qdoba of Central Indiana’s Facebook page.

Results
Nearly 1,500 people entered the Cinco de Mayo Sweepstakes and Qdoba of Central Indiana more than doubled the number of the fans on their Facebook page with a 103% increase.

Approach
Firebelly created the Sizzling Summer Sweepstakes – with a grand prize of free spray tans for the Summer – and launched it on the Air-Tan Facebook Page. The entry form informed people that they needed to “Like” Air-Tan’s Facebook Page in order to be eligible to win.

To promote the sweepstakes, notifications were sent to Air-Tan’s email list and signs and flyers were placed in the salon. Firebelly also identified people tweeting about tanning within a 30 mile radius of Indianapolis so that Air-Tan could reach out to them via Twitter with information about the contest.

Results
In four weeks, views of the Air-Tan Facebook Page increased dramatically and their fan numbers increased by 41%.

Approach
Firebelly proposed and built a blog for easy syndication of email marketing news and thought leadership. Several Delivra staff members were trained on blogging best practices and the platform backend to unsure that a variety of ideas were shared and that content would be produced on a consistent basis.

Blogs posts were set up to automatically syndicate to Delivra’s Facebook and Twitter accounts.

Results
From Delivra’s Director of Marketing Carissa Newton: “Since implementing our blog efforts in October of 2009, we have seen our inbound leads increase by over 50%. We believe much of that can be attributed to the increased online presence our blog provides. Our blog is obtaining higher level search engine results than our website and people are staying on the blog twice as long as they do on our website. Our search engine ranking for the term ‘email marketing’ has also moved up 5 pages in the search results over this time period as well.”

Approach
Firebelly built a blog or easy syndication of news, updates and stories to Indy Jazz Fest’s Twitter account and Facebook page (both were also set up by Firebelly).

Firebelly was also brought in to consult Indy Jazz Fest staff and volunteers on blogging and social marketing best practices, as well as ways for them to best leverage their existing network to help share the message.

In addition to creating regular blog, photo and video content for Indy Jazz Fest’s social media assets leading up to and during the event, Firebelly also recruited area bloggers with a background or interest in music to supplement the Indy Jazz Fest blog with their unique perspectives.

Results
The Indy Jazz Fest Facebook page gained nearly 3,000 fans in one month. Interactions on their Facebook page increased 1,186% between the first and final week of the program. Their Twitter account gained 1,300 new followers in one month and a 640% increase in interactions was witnessed between the first and final week.

Approach
Firebelly developed two one-hour hands-on consulting sessions to answer questions and cover Twitter etiquette and best practices with Boogie Burger staff.

Firebelly also helped Boogie Burger create a Twitter account and set up their page. A button that links to their Twitter page was also added to the Boogie Burger website.

Results
Boogie Burger has become a proficient “tweeter” that engages with followers and fans on a daily basis. The owners are excited about the businesses it generated, saying that approximately 10% of their followers come into their restaurant on a regular basis. They are hosting their first “tweetup” for followers in April.

As part of on overall Internet marketing strategy, the J.C. Hart Facebook page is used primarily as an “online playground” for residents with special offers and promotions.

Approach
Firebelly developed the Show The Love Sweepstakes campaign to run during the month of February. Residents could enter for a chance to win an 8GB (PRODUCT) RED iPod Nano. The sweepstakes was seamlessly built into a custom tab on the J.C. Hart Facebook Page using a Facebook-approved third party application.

The entry form included a “Become a Fan” button that allowed those who were not already a fan of the J.C. Hart Facebook page to become a fan instantly. Entrants were also informed that they must be a fan of the page in order to be eligible to win.

Firebelly also created a custom email template for the Show The Love Sweepstakes that was emailed to all existing J.C. Hart apartment community residents informing them of the sweepstakes.

Results
Over 400 people entered the Show The Love Sweepstakes and J.C. Hart more than doubled the number of the fans on their Facebook page with a 102% increase.

March 17th
Are You Ready For The Social Revolution?
Duncan Alney
Construction Financial Management Association Central Indiana
Indianapolis, IN

March 23rd
Content, Conversation, Community – Building The Social Media Mullet*
Duncan Alney
Social Media Optimization Summits
Dallas, TX
*use promo code DUNCAN for $100 off conference registration

March 23rd
Using Social Networking To Grow Your Business
Chad Richards
The Presidents’ Forum of Indianapolis
Indianapolis, IN

March 24th
New Media Integration Luncheon
Duncan Alney
Social Media Optimization Summits
Dallas, TX

April 6th
Personal Branding: Finding Your True Personal Potential
Duncan Alney
Hanover College
Hanover, IN

April 14th
Social Media For Small Business Owners
Chad Richards
National Bank of Indianapolis
Carmel, IN

Approach
Firebelly built a blog and microsite for easy syndication of news, updates and stories about the campaign to UWCI’s Twitter account, Facebook page, and LUGU microsite. The microsite also contained sharing functionalities that made it easy for vistors to share the page with their family and friends on their social networks and via email.

Firebelly was also brought into the United Way of Central Indiana office to consult staff on social marketing best practices, as well as ways for them to best leverage their existing network to help share the message.

After identifying and reaching out to Indianapolis-area online influencers, Firebelly produced and marketed a video with those influencers asking their Facebook and Twitter networks to watch the video, share it with their friends, and donate.  Two versions of the video were made – one specifically for distribution on Facebook and another for Twitter.

Below is the Facebook version of the video:

Results
Overall giving was up over the 2008 campaign. United Way of Central Indiana witnessed a 75% increase in donations in the $5-$10 dollar range and a 94% increase in fans on their Facebook page that they can now engage and mobilize during future campaigns.

How can Firebelly help you develop your social marketing campaign?

Strategies
J.C. Hart and Firebelly Marketing formed a marketing partnership approximately 14 months ago. The objectives were to increase awareness and improve the company’s reputation online. The first step was to create MySpace and Facebook assets and begin inviting residents to be friends. Next all newsletters were eliminated and all content repurposed into blogs for each of the company’s communities. The website was broken into two components – a comprehensive corporate site and a site for each community. The branding was extended consistently and all community sites focused on vibrant imagery, floor plans, and immediate pricing (with an option to lease online). All sites included a solid SEO approach to assist with search. A video contest focused on residents was launched with the goal of capturing user generated content, to activate evangelists, and to get great testimonials. J.C. Hart also eliminated all print/guide marketing which placed a greater emphasis on web marketing including ILS generated traffic and leads.

Results

• Increased website traffic 75% compared to June 2008
• Eliminated print/guide marketing (saving thousands of dollars)
• Increased foot traffic and showings 4.15% Year to Date 08 vs 09
• Received nearly 50 video testimonials via a YouTube video contest (plus the JC Hart YouTube Channel received over 10,000 views in 2 months)
• Generated qualified traffic/leads via Twitter

Click to find out how we can help your apartment communities!