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© Allen & Overy 2015 1
Sarah Murray, Graduate Recruitment Specialist
Creating and executing sustainable social media content
© Allen & Overy 2015
- A&O social media in context- “How to” - Twitter & Facebook - Challenges
© Allen & Overy 2015
A&O Social media in context
Legal industry – the social media late bloomer
July 2013
CurrentA&O Corporate account@allenovergrads 45 followers
Multiple A&O Corporate accounts @allenoverygrads 2300 followers
Informative
Outsourced3000 fans
In-house5,500 fans
Community-building
© Allen & Overy 2015
Purpose: Engage & Educate
A&O Social media in context
© Allen & Overy 2015
“How to”
1. Approachable tone of voice
2. Methodical content plan
3. Shared ownership
4. Constant review
© Allen & Overy 2015
Approachable tone of voice
‘Best of luck to everyone getting their A Level results this morning. We have our fingers crossed for you!’
‘Read up on…’
‘Take a quick look at…’
‘… Check it out’
‘First lunch of the year out on the terrace, beautiful! #nofilter’
© Allen & Overy 2015 7
A&O fact
University shout out
Top 5 tips
A&O other feed retweet
Trainee post
Industry news
University shout out
Top 5 tips
A&O other feed retweet
Trainee post
Website link
University shout out
Top 5 tips
A&O other feed retweet
Trainee post
Interview question
University shout out
Top 5 tips
A&O other feed retweet
Trainee post
A&O news
University shout out
Top 5 tips
A&O other feed retweet
Trainee post
Twitter strategy – core content plan
© Allen & Overy 2015
Shared ownership – Trainee posts
– Sport
– Social
– Pro bono– Secondment– Work
“A day in the life of a …… Banking trainee”… Corporate trainee”… ICM trainee”… Litigation trainee”… Real Estate trainee”… Tax trainee”
© Allen & Overy 2015
Methodical reminders
1 2EVENT
3 4 5
8 9 10 11 12EVENT
15 16 17EVENT
18 19
22 23 24 25EVENT
26
29DEADLINE
30 31
1 day reminder
3 day reminder
1 day reminder
1 day reminder
1 day reminder
1 week reminder
1 week reminder
1 week reminder
1 week reminder
Real time reflection
Real time reflection
Real time reflection
Real time reflection
© Allen & Overy 2015
It’s cyclical, go with it
© Allen & Overy 2015
Facebook strategy – be visual
© Allen & Overy 2015
Facebook strategy – give an incentive
David, Banking Partner
Shreya, TraineeGabi, Client Services Assistant
© Allen & Overy 2015
Facebook strategy – make interaction clear
© Allen & Overy 2015
Facebook strategy – adapt and re-use content
© Allen & Overy 2015
© Allen & Overy 2015
Challenges
–De-coding what we do
–Keeping up momentum
– Interaction
–Differentiation
© Allen & Overy 2015
“How to”
1. Approachable tone of voice
2. Methodical content plan
3. Shared ownership
4. Constant review
Questions?
