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CONNECTING THE DOTS: BUSINESS
DEVELOPMENT AND SOCIAL MEDIA
ProVisors OC LLP
December 6, 2012
“Movies are a fad. Audiences really want to see live actors on a stage.”
- Charlie Chaplin
WHAT SOCIAL MEDIA CAN DO FOR YOU
Build your brand
Gain insight into your clients and
industry
Position you as an expert
Promote your services
Connect referral sources and leads
Increase traffic to your website
Bring in new business
LAW FIRMS USING SOCIAL MEDIA IN 2011
0
5
10
15
20
25
30
35
40
45
0 20 40 60 80 100 120 LinkedIn Facebook Twitter
ATTORNEYS USING SOCIAL MEDIA FOR
PROFESSIONAL USE IN 2011
-10
0
10
20
30
40
50
60
70
80
0 50 100 150LinkedIn Twitter Facebook
PV SOCIAL MEDIA SURVEY
CURRENT FEELINGS ABOUT SOCIAL MEDIA
Actively Use
Use a Bit - StillLearning
Does it Work?
SOCIAL MEDIA STATS OF PV LLP MEMBERS
85% Would like to see examples of successful
programs
35% Blog but not regularly
80% Think SM will raise firm visibility
47% Think SM helps attorneys stay abreast of new
trends
41% Use SM to gain information about clients and
prospects
OUR MEMBERS USE OF SOCIAL MEDIA
WE WANT TO LEARN MORE ABOUT:
0%
10%
20%
30%
40%
50%
60%
Blogging LinkedIn Twitter Video
WE WOULD LIKE HELP WITH:
0%
10%
20%
30%
40%
50%
60%
70%
80%
Creation ofContent
Developing aStrategy
Gathering Infoon Marketplace
AnalyzingEffectiveness
STILL NOT CONVINCED THAT ATTORNEYS ARE
USING SOCIAL MEDIA?
ABA Legal Tech 2012 Survey reports 77% of lawyers
joined a social media network in 2012
WHAT DOES THIS MEAN? (LEXUS NEXUS RESEARCH)
Website and blog are the anchors of online
marketing
A clear SM strategy helps develop an online
persona – be the “expert” in your field
Publish relevant info – not all personally created
Get active in online groups/networks that clients
and targets frequent
Continually post content, others’ blog posts with
commentary, recent articles, summaries of new
laws
USE SOCIAL MEDIA CHANNELS APPROPRIATELY
Blog – allows you to position yourself as an expert
LinkedIn – make contacts with clients, potential clients and referral sources
Twitter – position yourself as an information source, share content
TIPS FOR BLOGGING
Brand your blog and firm consistently
across channels
Search engines reward new and
relevant content
Select the key words to include in
content
Blog ideas come from many sources
Repurpose content
Create “Top 10 Lists” or “how to” on
legal issues
What are your clients biggest
concerns?
CONSISTENT BLOGGING PAYS OFF
Get visitors to comment
Comments can be moderated before they post
Ask a guest blogger to post
Post a link to a recently published article and
critique it
Configure your blog content to automatically
coordinate with LinkedIn, Twitter and/or Facebook
A blog should be the cornerstone of your social
media strategy
START BUILDING YOUR NETWORK!
CONNECT ON LINKEDIN WITH:
College friends
Former clients
Referral sources
Former colleagues
Neighbors and friends
HOW TWITTER WORKS
Search for people, companies to follow
I.D. thought leaders in your specialty
Read, click, absorb, learn
Retweet
Cut through red tape to decision-makers
Post links
Join the conversation
PLANT SOCIAL MEDIA “SEEDS”
Blogs
Reconnect with contacts, gather new ones, expand your network
Leverage its popularity to create a fan base, target market, showcase your talents
Follow thought leaders, research prospects, join the conversation
Share your passion, create a dialogue
ET
HIC
AL C
ON
ST
RA
INT
S
Ensure compliance with State Bar
Approve all comments before posting to any SM site
Social media changes the media,
not the message.
78% GO ONLINE WHEN SELECTING
COUNSEL 78% Go Online When Selecting Counsel
MANZAMA – ONLY DELIVERS RELEVANT RESULTS
FOR BUSINESS AND SOCIAL INTELLIGENCE
Creates custom content for your SM program
Manzama is Google on steroids for PSO
All social media – even content from Twitter
Blogs
Business intelligence and bus dev
Proactive instant client and industry intelligence
Instant streamlined information for branded custom
alerts
Research on competitors, companies, trends, cases
Whose doing the legal work?
Creating a pitch that stands above
SOCIAL MEDIA SUCCESS STORIES
Moving ahead of the pack Landing new clients
ALLEN MATKINS
Manufacturers, Importers and Retailers Await
Transformative California Consumer Product
Regulations
8/23/2012
The California Department of Toxic Substances
Control (“DTSC”) recently issued its long awaited
draft Safer Consumer Products regulations. The
proposed regulations would prohibit exposure to
certain chemicals, making it far more stringent than
Propositions 65 which only requires a warning label.
The proposed regulations require DTSC to publish a
list of “chemicals of concern.” DTSC will then
evaluate products containing these chemicals and
produce a list of products that need to be evaluated.
If you're a maker or importer of one of these
products, you will need to notify DTSC and later
provide a preliminary assessment.
Eileen Nottoli discusses the importance of having a
game plan for your product if it contains "chemicals
of concern." She encourages companies selling
consumer products in California to read the
proposed regulations, understand them and make
comments. There is a public hearing on September
10 and written comments will be accepted until
October 11 at 5 pm.
URL to view Video:
http://www.youtube.com/watch?v=-K2v8GZ1MbU
ANGELO PAPARELLI – IMMIGRATION
ATTORNEY WITH SEYFARTH SHAW
Began blogging in 2004
Began Tweeting in 2009
Central pieces:
Creation of fresh content weekly leveraged by SM
Content client/industry specific and educational
Repurposed with alacrity
Requests to be a guest blogger
1,700 following him on his blog and Twitter
Frequent requests to speak and write
Retweets good content of others
ANGELO PAPARELLI (CONTINUED)
Success stories
Positioned as thought leader in immigration
Scholarly articles in NY Law Journal
Daily Journal hungry for content
Dream Act not passed in 2010 - NY Times linked to his
blog
Contacted by reporters with consistency: WSJ,
Washington Post, New York Times (HARO)
Contacts reporters with scoop – they quote him
1/3 of new clients come from his social media efforts
MERRY NEITLICH
FOUNDING PARTNER
2222 MARTIN STREET, STE. 255
IRVINE, CA 92612
949-260-0936
WWW.EXTREMEMARKETING.ORG
