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Lawyers know that clients are using online social media but they feel overwhelmed by the options offered by LinkedIn, Facebook, Twitter and Youtube. Business Development Trainer Larry Bodine, Esq., spells out a simple approach to social media that generates new business by using them as listening channels.
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Presented by Larry Bodine, Esq.
Business Development Advisor 20 yearsAssisted 250+ firmsFormer Marketing Director: Sidley AustinFormer litigatorOperator of 4 websites, a blog, a listserv, a LinkedIn account and a Twitter account
Business development trainingLawyer coachingWebsite Updates 630.942.0977
Lbodine@LawMarketing.comwww.linkedin.com/in/
larrybodine
MASSIVE OVERHYPE OF SOCIAL MEDIA!!!!!!!!!!!!
Cutting through the overwhelming choicesA whole new approach: stop pumping out
content and start collecting info for business development
Analysis of key social networksSocial CRM
• On LinkedIn, 3% are lawyers = 1,473,000 lawyer profiles
• LinkedIn has 100,000,000 users in 200 countries
• Facebook has 500,000,000 users• YouTube videos were viewed 700,000,000,000 times in 2010 • Twitter transmits
95,000,000 tweets per day,& has 170,000,000 accounts
• 78% of Lawyers have joined an Online Social Network• 71% of in-house counsel have also joined.
-- Leader Networks 2009
• 60% of accounting firms are participating in social media • 76% of firms using LinkedIn
-- Association for Accounting Marketing (AAM)http://bit.ly/hCtec8
74%
54%
39%
0%10%20%30%40%50%60%70%80%
55% of firms have a Facebook page
93% of Americans have cell phonesFrom 06/09 – 06/10, subscribers sent 1.8 trillion text
messages (up 33% from the previous year)We confuse continual connectivity with making real
connectionsYou call and leave a voicemail, and get an email in reply
“Although LinkedIn has been useful it is has not achieved the expected ROI” – AAM Survey, 12/9/10
“…no definitive data showing that social media create business or..translates into dollars earned” – ABA Journal, “Social Media or Snake Oil,” 1/11 issue
“Worse, law firm management gives [Facebook] little or no strategic value” – Jayne Navarre, Virtual Marketing Officer Blog, 1/6/11, http://bit.ly/eLDdtr
"Which sources of information affect your purchase decision-making process?"
-- Forrester Research, 1/4/2011, http://bit.ly/hfdMtl
Stop talking and start listening Stop pushing out content and start collecting info True purpose of social networking: building relationships Connect with people you will see face-to-face
Twitter LegalOnRampFacebookMySpaceLawLinkWikipedia
TumblrOrkutLinkedInFriendsterSlideshare
Martindale Connected
Del.icio.usLegallyMind
ed
FacebookLinkedIn
190 million monthly visitors • 72%: personal life• 62% work life & activities• 55% links to news• 54% humorous or philosophical observations about life in general• 52% retweet• 52% send direct messages to each other• 40% share photos -- Pew Internet Research
12/9/10
94%
Listen and Research – not a strategy of collecting followers
1.Twitter “Find People”2.Tweetbeep: Email alerts of mentions of you, a client or prospect3.Monitter: monitor real-time for mentions of any words or phrases4.Search.twitter.com – use any term5.TweetDeck – display columns based on search terms
• Social site,not business network• Works great for recruiting students• Consumer clients for small firms, solos, GPs
Search Facebook1.Openbook: Facebook status updates2.Google: [search term] site:facebook.com
Use Realtime and Discussions filters “law firm” - 195,000 results “accounting firm” - 13,200 results
3.Bing.com/social - FB & Twitter in real time
4.Facepinch.com – what’s being written about any company on Facebook
“…was the message Dan Goodman,
director of marketing, Alcoa
Aerospace, told attendees at the
American Metal Market (AMM)
Aerospace Materials Conference today in
Pittsburgh.”
• 100 million professionals• 200 countries• Execs from all Fortune 500 companiesbelong
The best LinkedIn Profile I’ve ever seen
Target a Company• Use
“Advanced People Search”
• Search for key execs at the company
• Review groups the belong to
• Click “Add to Network”
• Ask your contacts for an introduction
6,110 results
Network Locally• Look for
groups that have meetings
Connect with members
• Invite contacts to meet in person
CRM
SocialCRM
Social Media
What you know about the contact
Data Repository of client interactions
Collect client information for new business
New medium to harvest discussions and comment
Feedback about services and brand value
Now in use at 60 large law
firms
1. Find company record: Advent International2. Find two contacts3. Click to find more contacts on LinkedIn
Don’t fall for the overhype of social mediaCut through the overwhelming choicesUse a whole new approach: stop pushing
out content and start collecting information
Focus on LinkedIn, Facebook and TwitterInvestigate Social CRM
Larry Bodine, Esq.Business Development Advisor
Tel: 630.942.0977E-mail: LBodine@LawMarketing.com
Business development trainingLawyer coachingWebsite Updates
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