Social media for agencies 2013

social media done with purpose

mana ionescu, [email protected]

@manamica

MANA IONESCU, LIGHTSPANDIGITAL.COM

The Problem

92% of agencies use social media in client campaigns*

YET

Only 37% say it’s effective for themselves**

*STRATA SURVEY, NOV 29, 2012: http://www.gotostrata.com/news-article/strata_survey_finds_91.9_of_ad_agencies_using_social/**RSWUS- CHANCES IN SOCIAL MEDIA 2009-2012: http://www.rswus.com/images_and_uploads/Changes-in-Social-Digital-Media-2009-2012.pdf


Why Hasn’t Inbound Marketing Been Effective For You?

2012 RSWUS STUDY IN PARTNERSHIP WITH ADAGE - http://www.rswus.com/images_and_uploads/2012-Agency-Client-Perspective-on-Topics-Related-to-Agency-New-Business2.pdf


The WHY

Studies show* most focus goes to creative tools and channels not on process (getting bang for the buck) or strategy

STRATA SURVEY, NOV 29, 2012: http://www.gotostrata.com/news-article/strata_survey_finds_91.9_of_ad_agencies_using_social/


The Truth

Marketers are getting more and more sophisticated and aren't JUST demanding that firms help them place banner ads and create great Facebook promotions - RSW/US' Mark Sneider


The Challenge

Prepare

Out-Teach

Execute

Evaluate


PrepareGoals

Commitment

Narrative

Staff

Strategy and a plan


Xecution

Think

Read

Write (not necessarily in this order)

Do


Narrative


Another Story

<<<<MY EMAIL

PAUL’S RESPONSE>>>


The Community Narrative

Who are you, really?

What are you passionate about?What do we want others to say about you?

Why are you doing this?

How do you plan to change status-quo?


Strategy And a Plan

GoalsSocial focus

Strategies

Tactical focus

Measure of

success

X clients per year

Get xy leads from website via content marketing

Increase website traffic and SEO by publishing content that out-teaches the competition and positions us as thought-leaders

• Increase website traffic through blogging

• Improve traffic and key-phrase-specific SEO through guest blogging

•%traffic to blog vs total site traffic

•% change in key-phrase rank

•increase in lead data capture from blog

•Lead quality score

Get xy leads from website

via social outreach

Increase website traffic share from social outreach

•Daily social media workouts(tm)

•Distribute content (smartly) through social networks

•% social traffic •% traffic by channel•data capture from social•lead quality score


The Routine


A content tree


Find your targetsMy Targets What Motivates Them Approach

Journalists§ High Social Media numbers§ Quality introductions to sources§ Genuine people not PRish

§ Share and give credit§ Listen and offer help§ Be real, don’t pitch

New runners§ Finishing that first race§ Getting fit

§ Give them tips§ Listen and offer help§ Offer inspiration


Use Tools

Find and add targets to Twitter lists using SocialBro

Set up a management dashboard: Hootsuite, SproutSocial, Sendible are our faves

Set up an analytics dashboard


Finish the FoundationStep 1: Build your lists:

Google+ CirclesTwitter ListsFacebook groupsLinkedIn Saved Searches and FoldersRSS Subscription folder and bundles

Step 2: Watch, read and curate


Convert

Monitor

Chat

Collect Data

Activate

Follow up


Drive action

Always have an ask Validate + State + Ask Links. Always! Follow up Follow up Follow up


Activate


End with the next thoughts


We started with what isn’t going well

Here is what success is looking like for those who apply these principles:

Date post:	14-Sep-2014
Category:	Business
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