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social media done with
purpose
mana ionescu, lightspandigital.com
mana@lightspandigital.com
@manamica
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Problem
92% of agencies use social media in client
campaigns*
YET
Only 37% say it’s...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Why Hasn’t Inbound Marketing
Been Effective For You?
2012 RSWUS STUDY IN PARTNERSHIP WI...
MANA IONESCU, LIGHTSPANDIGITAL.COM
The WHY
Studies show* most focus goes to creative tools
and channels not on process (ge...
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Truth
Marketers are getting more and more
sophisticated and aren't JUST demanding t...
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Challenge
Prepare
Out-Teach
Execute
Evaluate
MANA IONESCU, LIGHTSPANDIGITAL.COM
Prepare
Goals
Commitment
Narrative
Staff
Strategy and a plan
MANA IONESCU, LIGHTSPANDIGITAL.COM
Xecution
Think
Read
Write (not necessarily in this order)
Do
MANA IONESCU, LIGHTSPANDIGITAL.COM
Narrative
MANA IONESCU, LIGHTSPANDIGITAL.COM
Another Story
<<<<MY EMAIL
PAUL’S RESPONSE>>>
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Community
Narrative
Who are you, really?
What are you passionate about?
What do we ...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Strategy And a Plan
Goals
Social
focus
Strategies
Tactical
focus
Measure
of success
X c...
MANA IONESCU, LIGHTSPANDIGITAL.COM
The Routine
MANA IONESCU, LIGHTSPANDIGITAL.COM
A content tree
MANA IONESCU, LIGHTSPANDIGITAL.COM
Find your targets
My Targets What Motivates Them Approach
Journalists
§ High Social Med...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Use Tools
Find and add targets to Twitter lists using
SocialBro
Set up a management das...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Finish the
Foundation
Step 1: Build your lists:
Google+ Circles
Twitter Lists
Facebook ...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Convert
Monitor
Chat
Collect Data
Activate
Follow up
MANA IONESCU, LIGHTSPANDIGITAL.COM
Drive action
Always have an ask
Validate + State + Ask
Links. Always!
Follow up
Follow ...
MANA IONESCU, LIGHTSPANDIGITAL.COM
Activate
MANA IONESCU, LIGHTSPANDIGITAL.COM
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 wh...
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Social media for agencies 2013

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Although delivering highly valued social media content for their clients, many advertising and communication agencies are struggling to develop their own effective social media strategies. This presentation, delivered at AGA Chicago 2013, walks you through tips and a process to employ to drive traffic and leads to the top of your sales funnel, using social media.

Published in: Business, Technology
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Transcript of "Social media for agencies 2013"

  1. 1. social media done with purpose mana ionescu, lightspandigital.com mana@lightspandigital.com @manamica
  2. 2. 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
  3. 3. 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
  4. 4. 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/
  5. 5. 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
  6. 6. MANA IONESCU, LIGHTSPANDIGITAL.COM The Challenge Prepare Out-Teach Execute Evaluate
  7. 7. MANA IONESCU, LIGHTSPANDIGITAL.COM Prepare Goals Commitment Narrative Staff Strategy and a plan
  8. 8. MANA IONESCU, LIGHTSPANDIGITAL.COM Xecution Think Read Write (not necessarily in this order) Do
  9. 9. MANA IONESCU, LIGHTSPANDIGITAL.COM Narrative
  10. 10. MANA IONESCU, LIGHTSPANDIGITAL.COM Another Story <<<<MY EMAIL PAUL’S RESPONSE>>>
  11. 11. MANA IONESCU, LIGHTSPANDIGITAL.COM 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?
  12. 12. MANA IONESCU, LIGHTSPANDIGITAL.COM Strategy And a Plan Goals Social 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
  13. 13. MANA IONESCU, LIGHTSPANDIGITAL.COM The Routine
  14. 14. MANA IONESCU, LIGHTSPANDIGITAL.COM A content tree
  15. 15. MANA IONESCU, LIGHTSPANDIGITAL.COM Find your targets My 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
  16. 16. MANA IONESCU, LIGHTSPANDIGITAL.COM 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
  17. 17. MANA IONESCU, LIGHTSPANDIGITAL.COM Finish the Foundation Step 1: Build your lists: Google+ Circles Twitter Lists Facebook groups LinkedIn Saved Searches and Folders RSS Subscription folder and bundles Step 2: Watch, read and curate
  18. 18. MANA IONESCU, LIGHTSPANDIGITAL.COM Convert Monitor Chat Collect Data Activate Follow up
  19. 19. MANA IONESCU, LIGHTSPANDIGITAL.COM Drive action Always have an ask Validate + State + Ask Links. Always! Follow up Follow up Follow up
  20. 20. MANA IONESCU, LIGHTSPANDIGITAL.COM Activate
  21. 21. MANA IONESCU, LIGHTSPANDIGITAL.COM End with the next thoughts
  22. 22. 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:
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