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
MANA IONESCU, LIGHTSPANDIGITAL.COM
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
MANA IONESCU, LIGHTSPANDIGITAL.COM
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/
MANA IONESCU, LIGHTSPANDIGITAL.COM
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
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Challenge
Prepare
Out-Teach
Execute
Evaluate
MANA IONESCU, LIGHTSPANDIGITAL.COM
PrepareGoals
Commitment
Narrative
Staff
Strategy and a plan
MANA IONESCU, LIGHTSPANDIGITAL.COM
Xecution
Think
Read
Write (not necessarily in this order)
Do
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Narrative
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Another Story
<<<<MY EMAIL
PAUL’S RESPONSE>>>
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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?
MANA IONESCU, LIGHTSPANDIGITAL.COM
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
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Routine
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A content tree
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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
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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
MANA IONESCU, LIGHTSPANDIGITAL.COM
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
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Convert
Monitor
Chat
Collect Data
Activate
Follow up
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Drive action
Always have an ask Validate + State + Ask Links. Always! Follow up Follow up Follow up
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Activate
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End with the next thoughts
MANA IONESCU, LIGHTSPANDIGITAL.COM
We started with what isn’t going well
Here is what success is looking like for those who apply these principles: