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.
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Social media for agencies 2013
1. social media done with
purpose
mana ionescu, lightspandigital.com
mana@lightspandigital.com
@manamica
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. 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. 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. 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
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. 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
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. 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. 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