Social Media for Law Firms

6S Academy:Social Media forLaw Firms:Do’s and Don’ts
May 17, 2011
Chris Breikss
6S Marketing

About Me
President, 6S Marketing
Founded 6S in 2001 (10 years!)
Expert in SEO, SEM, and Social Media
Speaks at, sponsors, and attends industry events across North America

Our Team
6S Marketing
Skilled, dedicated and industry-savvy team of 25 employees
Project managers have 4 to 10+ years SEM experience
Worked with 400+ clients
BC’s Top Ten company to work for in 2010 (BC Business Magazine)

Agenda
Facebook
Twitter
LinkedIn
Email Marketing
Blogs
Social Media Strategy
Examples in the Legal Industry
Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts

Objectives
Principles of social media
Keys to social media
Social media solutions offering the greatest ROI
Ethical, liability and practicality

Goals
Increase brand awareness
Drive traffic to the website
Increase client contact and engagement
Streamline online marketing efforts
Increase billable hours

Principlesof social media
Relationship
Engagement
Strategic networking
Establishing a word of mouth reputation

Keys tosocial media
Listening
Offering value
Establishing trust
Engaging in existing conversations

Solutions withthe greatest ROI
Blogs and RSS Feeds
LinkedIn
Twitter
Facebook

“Facebook facilitates the sharing of information through the social graph, the digital mapping of people's real-world social connections.”

FacebookStats
Launched in 2004
Over 600 million active users as of January 2011
42% of the North American population has a Facebook account
One in every 13 people on the entire planet is on Facebook
source: Social Media Today

Facebook Activity
There are over 1 billion objects that people interact with (pages, groups, events and community pages)
Average user is connected to 80 pages, groups and events
Average user creates 90 pieces of content each month
More than 30 billion pieces of content (links, news stories, blog posts, notes, photo albums, etc.) are shared each month
source: Facebook

Facebook Mobile
There are more than 200 million active users currently accessing Facebook through their mobile devices
People who use Facebook on their mobile devices are twice as active on Facebook than non-mobile users
There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
source: Facebook

Facebook Business Pages

Why Use Facebook?
Generate brand awareness and exposure
Generate new leads
Reinforce customer loyalty and satisfaction
Reinforce position as an industry leader in your field of practice

Advertising on Facebook

Facebook Advertising
Target people by Interests, Demographics and/or Geography
Pay only for clicks (pay-per-click, PPC)
Facebook has a very high volume of ad delivery
Low cost
Drive to Facebook Business Page or Website

Facebook Targeting
Demographic Targeting

Facebook Targeting
Geographic Targeting

Facebook Targeting
Targeting Interests

Facebook Analytics
Media Consumption
Fan Page Interaction
Fan Growth

Facebook Places

Who. What. When. And Now WHERE.
Facebook – with its population of 500 million plus – offers an invaluable marketing opportunity in the form of Places.”
Kevin Barenblat, CEO, Context Optional
“

Facebook Places

Why Use Twitter?
Engage with existing clients and develop a community
Monitor what are people saying about your firm
Leverage content that you have developed (i.e. blog posts)
Get social referrals from your network
Become a source of news and an industry leader

Twitter: Goals
Increase Twitter followers by __%?
Increase awareness?
Extend reach of marketing initiatives?
Online content distribution plan?
Increase traffic to website?

What should we talk about?
Reply to other people’s questions
Comment on other people’s tweets
Stick with the conversation
Build relationships
Don’t be a ME! ME!

What should we talk about?
Share events that you are attending or planning to attend
Have you tweeted about being here?
Have you checked in on Foursquare or Facebook Places?
@chrisbreikss @6S_Marketing

What should we talkabout?
Promote your own content like blogs, articles, and videos
Promote other’s content like articles that you find interesting or relevant to your field of practice
Re-tweet people that you want to build relationships with

ContentStrategy
Proprietary content
Content development considerations (budget?)
Repurpose content for other mediums
Repurpose archived content (past articles, print campaigns, photos)

Content Creation Strategy
Regularly recurring content on social media profiles
20% - 25% unpredictable, unique content
Ad hoc updates (on the fly and mobile)
Contests

“It’s not just jobs. It’s also clients and services.”
- Reid Hoffman, LinkedIn founder

“Being on LinkedIn puts you in the company of people with impressive credentials: The average member is a college-educated 43-year-old making $107,000. More than a quarter are senior executives.”
JessiHempel, Fortune

LinkedIn Elements
Network
Profile
Connections
Groups
Email
Search
Questions and answers

LinkedIn to Grow Business
Finding a contact in any company
Selling a product
Looking for an employee
Looking for information
Doing business in a new city
Looking for a business partner
Creating a reputation

Questions and Answers
Ask Questions or Answer Questions
Asking – gets people to connect with you
Answering – gets you a reputation and lets others learn your expertise
Look for interesting people and questions

Status updates
Recommendations
Answers
Follow companies
Useful Tools on LinkedIn

LinkedInMobile

Email Marketing

Email Marketing
Email + CRM Integration:
Single access point to campaign tracking
One-to-one relationships with contacts and leads
Leverage your CRM investment
Generate brand awareness and exposure
Generate new client leads
Reinforce client loyalty and satisfaction
Reinforce firm position

Email to Social Media
Which social networks are your clients using?
Start with your email database
Use your email database to help seed your social media accounts
Transition them over to each social network using campaigns specifically targeted at them

Seeding Accounts
Process of building up your initial user base
Start by inviting friends, family, colleagues, and clients
Export your Outlook contacts then filter
A Facebook advertising campaign can dramatically expedite the process of building fans and likes
Automated software can help for Twitter such as Tweet Adder - tweetadder.com (but be careful with this)

MailChimp
MailChimpSocial Pro allows you to see which of your email subscribers are on each social network and segment into lists by social network
MailChimpwill even pull in pictures into MailChimp Faces to segment your lists and “put a face to that email”

MailChimp Faces

Blogging

Blog / RSS Integration
Use your blog as your social media hub
Integrate your blog with all your social media platforms
In the open and transparent age of social media, blogs are vital for reputation management
Proper blog integration, distribution and strategy is vital to the success of any corporate blogging initiative

Why Blog?
Enhance your reputation as a reliable and trusted authority in your field of practice
Gain superior search engine rankings
Add content as easily as writing an email
Push content to target audience by RSS and email

Social Media Strategy
Measurable objectives
Build supporting content
Blog development
Twitter, Facebook, LinkedIn
Distribute and share content
RSS feeds
Social media integration – mobile
Social media account management

Facebook Example: BC Family Law

Twitter Example: BC Family Law

Blog Example: Clark Wilson LLP

Contact
chris@6smarketing.com
@6S_Marketing

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Social Media for Law Firms

by 6S Marketing on Jun 06, 2011

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