social media: turning your people & your network into your best marketing assets

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

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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?