NYLMA Social Media SIG
"I have a blog, a Twi9er handle, and a LinkedIn page, now what?”
October 8, 2014 Guy Alvarez, CEO Good2bSocial
www.Good2bSocial.com @guylaw1313
AGENDA v Panelist IntroducAons v Can a Law Firm Have a Firm Wide Strategy? v It All Starts and Ends with Content v Why invest in Content MarkeAng? v Developing Your Content MarkeAng Plan v Using Social Media to Expand Reach and Engagement v Don’t Build where you Rent v PromoAng Your Content on Social Networks v What is Content CuraAon? v CreaAon vs CuraAon: The 80-‐20 Rule v How do you get everyone involved? v How do you measure your ROI? v PaXerson Belknap Case Study
@guylaw1313
Our Panel
Moderator: Guy Alvarez, Chief Engagement Officer -‐ Good2bSocial
Panelists: Brandie Knox, Principal-‐ Knox Design Strategy Jenni Dickson, Business Development & MarkeMng Manager – PaOerson Belknap Webb & Tyler, LLP
Should your law firm have a firm wide strategy?
• Who is your target audience?
• What are your business objecAves?
• Does your content markeAng and social media strategy closely align with your business objecAves?
It all Starts and Ends with Content • You cannot have a successful social media strategy without the right content
• What is the right content? – Client centric – Provides guidance or value – Non – promoAonal – Free of jargon – Easily consumable – Shareable – Personable
Why invest in Content MarkeAng • AXract a broader audience (reach) • Build your firm’s brand (thought leadership) • Drive revenue (new clients) • Engage with: – ExisAng Clients – Prospects – Press – Talent (new associates & lateral hires) – Employees
Developing a Content MarkeAng Plan
• Define your content markeAng mission – Who? – What? – How will it help?
• Define and develop your target personas – What are the issues or problems they face? – What inspires them? – Where do they “hang out”? – How can you gain their aXenAon & trust?
• Conduct a content audit • Develop an editorial calendar
Using Social Media to expand reach and engagement
Your site or blog
TwiXer
Google+
What is wrong with this picture?
Don’t build where you rent! • You don’t control public social
networks. They can change at any Ame.
• Spend your Ame and effort on your owned properAes
• Use social networks to: – Drive traffic back to your site – Develop relaAonships – Expand your network – Raise awareness
PromoAng your Content on Social Networks
Seven Tweets 3X on day post is published, 2X next two days
One Ame on your personal profile One Ame on firm or pracAce group page Post on relevant groups (always in the form of a quesAon)
One Ame on personal profile One Ame on company page Post on relevant communiAes (always in the right secAon)
One Ame on firm page (always with an image of media file)
What is Content CuraAon? “Content CuraMon is the pracMce of finding, organizing and sharing the best and most relevant content on a specific topic, rather than solely creaMng all content yourself.”
-‐Pawan Deshpande, CEO of Curata
CreaAon vs CuraAon: The 80-‐20 rule
How do you get everyone involved?
YOUR FIRM YOUR LAWYERS
How do you Measure ROI? Reach • Number of visitors to Web Site • Number of Fans on Facebook • Number of Followers on
TwiXer • Number of Followers on
LinkedIn • Number of subscribers to
YouTube Channel • Number of inbound links from
other web sites • Keywords SEO
Engagement • Likes Shares and Comments on
FB • +1’s, Shares and Comments on
Google+ • Retweets and menAons on
TwiXer/LinkedIn • Comments on firm website or
blog • MenAons on other blogs • Links from other web sites
Case Study: