How to get the most value out of social media in 2014

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

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

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.

@MANAMICA

.


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

.


.

@MANAMICA

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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

.


.

@MANAMICA

.


FACE THE TRUTH
WHAT IS NOT WORKING?
DOES MY WEBSITE CONVERT?
DO MY SALES EFFORTS WORK?
DO MY MESSAGES RESONATE?

5

MANA IONESCU

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@MANAMICA

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GET THE BEST…
WEBSITE!
FOLLOW THESE RULES TO IMPROVE WEBSITE CONVERSION:
UNDERSTAND YOUR VISITORS
TEST MULTIPLE OPTIONS
GIVE THE “WHY”
SIMPLIFY
6

MANA IONESCU

.


.

@MANAMICA

.


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

.


.

@MANAMICA

.


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

.


.

@MANAMICA

.


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

.


.

@MANAMICA

.


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

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@MANAMICA

.


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

.


.

@MANAMICA

.


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

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.

@MANAMICA

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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

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.

@MANAMICA

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How to get the most value out of social media in 2014

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How to get the most value out of social media in 2014