Delivering and measuring social media value is not a simple math exercise. It's a discipline which starts with setting channel-based objectives, building strategic maps and executing flawlessly. It takes courage and expertise. Here are the steps to take to ensure you are ready to get the most value out of social media in 2014.

1. HOW TO GET THE MOST VALUE
OUT OF SOCIAL MEDIA IN
2014
MANA IONESCU
LIGHTSPANDIGITAL.COM
@MANAMICA
MANA@LIGHTSPANDIGITAL.COM

2. HOW CLEAR IS YOUR
TARGET?
HE WHO WOULD ARRIVE AT THE APPOINTED END MUST FOLLOW A SINGLE ROAD
AND NOT WANDER THROUGH MANY WAYS. ~ SENECA
SOCIAL MEDIA IS NOT A GOAL IN ITSELF - WHERE DO YOU WANT IT TO
LEAD TO?
ARE YOU READY AND WILLING TO COMMIT TO ONE WAY TO GET
THERE?
2
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

3. FROM “AWARENESS" TO
“BUY”
RESULT
WEBSITE CONFIRMATION, EMAIL CONFIRMATION, PERSONAL
WELCOME
ACTION
ACTION
EMAIL, REMARKETING ADS, SALES, MARKETING AUTOMATION,
SOCIAL MEDIA
DESIRE
DESIRE
SOCIAL, EMAIL, ADS, PR, CELEBRITY ENDORSEMENTS,
ONLINE REVIEWS, WORD OF MOUTH
SOCIAL, CONTENT MARKETING, ONLINE REVIEWS,
WORD OF MOUTH, PR, CUSTOMER SERVICE.
OPINION
OPINION
SOCIAL, CONTENT MARKETING, SEO, AD
SERVING, WORD OF MOUTH, DIRECT MAIL,
OUTDOOR ADS, PRINT ADS,
SPONSORSHIPS, PR.
AUDIENCE AWARENESS
AUDIENCE AWARENESS
3
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

4. WHAT WORKED LAST YEAR?
WHAT’S MY AVERAGE VALUE PER WEBSITE VISITOR?
WHERE ARE MY LEADS COMING FROM?
WHAT DO MY LEADS CARE ABOUT?
WHY SHOULD THEY BUY FROM ME?
4
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

5. FACE THE TRUTH
WHAT IS NOT WORKING?
DOES MY WEBSITE CONVERT?
DO MY SALES EFFORTS WORK?
DO MY MESSAGES RESONATE?
5
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

6. GET THE BEST…
WEBSITE!
FOLLOW THESE RULES TO IMPROVE WEBSITE CONVERSION:
UNDERSTAND YOUR VISITORS
TEST MULTIPLE OPTIONS
GIVE THE “WHY”
SIMPLIFY
6
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

7. GOALS ARE NOT ENOUGH
OBJECTIVES
DRIVE AN X% INCREASE IN WEBSITE VISITS FROM SOCIAL MEDIA
KPI
WEBSITE VISITS PER SOCIAL AUDIENCE MEMBER
VISITS PER CHANNEL PER PERIOD
INCREASE IN SOCIAL AUDIENCE
MEASUREMENTS
PERFORMANCE BY CONTENT AND
CAMPAIGN
7
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

8. SOCIAL MEDIA IS A WALKWAY NOT A CASH
REGISTER
SPEND RESOURCES TO CREATE COMPELLING REASONS FOR PEOPLE
TO USE YOUR SOCIAL MEDIA WALKWAY:
STOP SELLING, START SOLVING PROBLEMS
“HOW TO…”
“WHY…”
“TOP 10 WAYS TO…”
8
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

9. DON’T WORRY… & DON’T BE
IGNORANT
WHAT YOU CAN GET OUT OF SOCIAL MEDIA IS ONLY LIMITED BY THE
LIMITS OF YOUR UNDERSTANDING.
BE INVOLVED!
9
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

10. GET COMFORTABLE WITH BEING
UNCOMFORTABLE
LEARN A NEW SOCIAL MEDIA TOOL - TRY SOCIALBRO
HIRE SOMEONE AND GIVE THEM TRUST
DECIDE TO SHARE YOUR STORIES VIA BLOGGING
TALK TO 5 NEW SOCIAL MEDIA STRANGERS EVERY DAY
10
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

11. DO MORE THAN YOU EVER
DID
TAKE THE SIMPLEST EMAIL NEWSLETTER
TEMPLATE FROM CONSTANT CONTACT AND
SEND A MESSAGE TO YOUR LIST:
•
3 THINGS YOU LEARNED IN 2013
•
3 THINGS YOU HOPE FOR 2014
•
INVITE YOUR LIST TO JOIN YOU FOR AN
EVENT OR JUST COFFEE
•
STOP ALL “BUTS, WHAT IFS, ETC” READ THE
WORDS OF BRUCE. FINISH NEWSLETTER,
PRESS SEND.
11
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

12. BE PERSISTENT
#PROTIP: AVOID THE TEMPTATION TO CONSTANTLY LOOK FOR BIG
MARKETING CAMPAIGN IDEAS. YOU ONLY NEED ONE OR TWO OF
THOSE A YEAR. YOUR BEST RESULTS WILL COME FROM PUMPING UP
THE VOLUME AND EXECUTING FLAWLESSLY.
12
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM

13. BE A LITTLE DATA
OBSESSED
LOG ON TO YOUR GOOGLE ANALYTICS ACCOUNT
GO TO THIS LINK: HTTP://LDIG.IT/GADASHBOARD
SELECT YOUR WEBSITE
CLICK: “CREATE”
ENJOY YOUR DASHBOARD
13
MANA IONESCU
.
LIGHTSPANDIGITAL.COM
.
@MANAMICA
.
MANA@LIGHTSPANDIGITAL.COM