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27 August 2013
Social Media: Turning Your People & Your Network into Your Best Marketing Assets
USLAW NETWORK
Agenda
• Social Media Today• Social Framework & Examples• Getting Started• Our “Personal” Experience
Social Media Today
It’s Not That Complicated
Why This Is Important To Legal Marketers
• 70 percent of law firms maintain blogs.
• Nearly 50 percent of firms report that blogging and social networking had helped produce leads for new clients.
• Around 40 percent said those same efforts had actually helped them land new work.
• More than half of respondents said that their firms plan to increase their budget for social media initiatives.
SOURCE:http://insidecounselsurvey.com/2013/08/08/this-social-media-thing-might-not-be-a-fad-law-firms-acknowledge/
Value Seen by B2B Marketers
SOURCEhttp://blog.marketo.com/blog/2012/06/how-b2b-marketers-are-scoring-big-with-social-media-infographic.html
Tools Used by B2B Marketers
SOURCEhttp://blog.marketo.com/blog/2012/06/how-b2b-marketers-are-scoring-big-with-social-media-infographic.html
Social Frameworks
Aud
ienc
eD
igita
l Tou
chpo
int
Align Efforts with Audience
A Way To Structure Your Efforts
Engage
Actively interact in one-to-one, one-to-many or many-to-many conversation with social media in order to freely exchange information and advance a discuss
• Groups• Campaigns• Initiate
Listen
Actively monitor and capture conversations to analyze and understand the meaning of what is being said is it relates to the firm, the industry, an attorney or a client
• Google Alerts• Newsle• Tweetdeck
Participate
Proactively post and publish content on social media-enabled platforms to communicate a message to an audience, but not necessarily engage them in a conversation
• Tweeting• Posting• Curating
Listen: Attorneys
LinkedIn ChannelsLinkedIn Channels
Listen: Attorneys
NewsleNewsle
Listen: Firm
TweetDeckTweetDeck
Listen: Firm
SproutSocialSproutSocial
Listen: Out Of The Box/Out of Industry
Facebook & Hospital E-AdvisorsFacebook & Hospital E-Advisors
Participate: Attorneys
CurationCuration
Participate: The Firm
CurationCuration
Participate: The Firm
Multi-Channel ReachMulti-Channel Reach
Participate: Attorneys
Multi-Channel ReachMulti-Channel Reach
Participate: Out Of The Box/Out of Industry
Multi-Channel ReachMulti-Channel Reach
Participate: The Firm
Socially Hosted ContentSocially Hosted Content
Slideshare
Scribd
YouTube/Vimeo
Flickr/Instagram
Participate: LinkedIn Firm
Participate: LinkedIn Attorney
Participate: LinkedIn Attorney
Participate: LinkedIn Attorney
Participate: Managing “Social” Persona
Engage: Individuals
TwitterTwitter
Engage: Attorney
TwitterTwitter
Engage: The Firm
FacebookFacebook
Engage: Attorney
LinkedIn GroupsLinkedIn Groups
Engage: Attorney
Attorney BioAttorney Bio
Google+
A Cautionary Tale
Getting Started
Assets You Can Use To Participate
AttorneysAttorneys Referral NetworksReferral
NetworksContentContent ActivitiesActivities
• Publications• Press Coverage• Media Coverage• Experience• New wins• Client success• Education• Associations
• Surveys• Articles• Media coverage• Video• Case studies• Interviews• Alerts• Press Releases
• Events• CSR• Webinars• Newsletters• Tradeshows• Partner retreats
• Connections• Introductions• Webinars• Events• Associations
6 Things You Can Do Now
1. Update your LinkedIn company page2. Expand who you “follow”3. Analyze your traffic reports. Update attorney LinkedIn
profiles of most trafficked attorneys4. Assess your content and determine how you can re-use5. Ask “connected” firm members to share links/tweets6. Make content available “socially”
Social Media:A One North Case Study
The Art of Social Media – 4 Main Objectives
GENERATE AWARENESS:• Promote news, content & culture
» Ex – One North launch & LinkedIn
MAKE CONNECTIONS:• Grow your network
» Followers, connections, contacts, etc. on both an agency and individual employee level
ENCOURAGE ENGAGEMENT…AND BE ENGAGED:• Regularly provide quality content, and your users will
always come back for more.» They’ll also like, retweet, share with their own networks.
• Remember: It’s important to return the favor!
LISTEN TO:• Your followers – What do they want to hear, see & read?• Those you follow – What are the latest trends?
Generate Awareness
Make Connections
Engage
Listen
Top 5 Best Practices/Lessons Learned
Designate a ‘Hub’ for All of Your Content
Go Where Your Followers Are
Use Different Channels for Different Audiences
Aspire to Keep Followers, Not Just Gain Them
Use Tools to Help You Listen
At One North = #Latitude41 Blog
Designate a Hub for All of Your Content
• Devote the most time, effort and resources to the channel with the most followers.
– Take an audit of your profiles. You might be missing out on an opportunity to connect.
Go Where Your Followers Are
» However, there’s ONE exception to this rule:
There may be times when your followers are low, but overall engagement is high.
5 followers; 1500+ Weekly Views
270 Followers
257 Followers
109 Likes
40 Followers
Use Different Channels for Different Audiences
One Northerners Facebook
Aspire to Keep Followers, Not Just Gain Them
Amazing tweet & follow…
…But, we didn’t stop there
• Assigned one of our strategist a blog post on the topic.
• Posted the entry to the blog.
• Mentioned Peter in the promotion tweet.
Use Tools to Help You Listen
TweetDeck• Tweets• Interactions• Hashtags
Thank you!
Questions?