1. social media done with
purpose
mana ionescu, lightspandigital.com
mana@lightspandigital.com
@manamica

2. MANA IONESCU, LIGHTSPANDIGITAL.COM
The Problem
Small Businesses spend only 3% of their ad
budget on digital marketing as compared to 15%
the average national spend.

3. MANA IONESCU, LIGHTSPANDIGITAL.COM
The Truth
Many small-business executives are not fully aware of all the digital-
advertising options available to them. And to the extent that they are aware
of those options, they are often not sure what to do with them. This is why
digital-advertising activity in the U.S. is driven by large companies.
The Boston Consulting Group Study (published March 2013):
https://www.bcgperspectives.com/content/articles/digital_economy_marketing_sales_unlocking_
digital_marketing_small_businesses/

4. MANA IONESCU, LIGHTSPANDIGITAL.COM
The Challenge
Learn
Prepare
Execute
Evaluate

5. MANA IONESCU, LIGHTSPANDIGITAL.COM
Prepare
Goals
Commitment
Narrative
Staff
Strategy and a plan

6. MANA IONESCU, LIGHTSPANDIGITAL.COM
Xecution
Think
Read
Write (not necessarily in this order)
Do

7. 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?

8. MANA IONESCU, LIGHTSPANDIGITAL.COM
A content tree

9. MANA IONESCU, LIGHTSPANDIGITAL.COM
<<<<MY EMAIL
PAUL’S RESPONSE>>>
Narrative

10. MANA IONESCU, LIGHTSPANDIGITAL.COM
Showcase products:
• Pictures of products
• Videos of products or
videos from the field
• Industry infographics
Narrative
Who thought trucking can
be “social media sexy”?
BigRigTalk’s Trucking 101
tips get over 10,000 views
per episode.

11. MANA IONESCU, LIGHTSPANDIGITAL.COM
Infographics publishing sites like
Visual.ly offer additional exposure to
your brand and website.

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. 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

14. MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon
Find Your Targets:
Twitter

15. MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon
Find Your Targets:
LinkedIn

16. 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

17. MANA IONESCU, LIGHTSPANDIGITAL.COM
Convert
Monitor
Chat
Collect Data
Activate
Follow up

18. MANA IONESCU, LIGHTSPANDIGITAL.COM
“Read” 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

19. MANA IONESCU, @manamica LIGHTSPANDIGITAL.COM #mpitechcon
Focus: Your
Attention

20. MANA IONESCU, LIGHTSPANDIGITAL.COM
Drive action
Always have an ask
Validate + State + Ask
Links. Always!
Follow up
Follow up
Follow up

21. MANA IONESCU, LIGHTSPANDIGITAL.COM
Activate

22. MANA IONESCU, LIGHTSPANDIGITAL.COM
Connect into Your
B2B Sales Process

23. MANA IONESCU, LIGHTSPANDIGITAL.COM
The Routine