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Social Media for Law Firms

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  • •             The principles of Social Media: relationship, engagement, strategic networking, and establishing a word of mouth reputation•             The keys to Social Media: Listening, offering value, establishing trust, and entering existing conversations•             Social Media solutions offering he greatest ROI: RSS Feeds, LinkedIn, Blogs, Twitter, and Face book•             Ethical, liability and practical concerns.   How the benefits outweigh the risks - know the risks they are important to the development of a Social Media Strategy.
  • Transcript

    • 1. 6S Academy:Social Media forLaw Firms:Do’s and Don’ts
      May 17, 2011
      Chris Breikss
      6S Marketing
    • 2. 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
    • 3. 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)
    • 4. 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
    • 5. Objectives
      Principles of social media
      Keys to social media
      Social media solutions offering the greatest ROI
      Ethical, liability and practicality
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 6. Goals
      Increase brand awareness
      Drive traffic to the website
      Increase client contact and engagement
      Streamline online marketing efforts
      Increase billable hours
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 7. Principlesof social media
      Relationship
      Engagement
      Strategic networking
      Establishing a word of mouth reputation
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 8. Keys tosocial media
      Listening
      Offering value
      Establishing trust
      Engaging in existing conversations
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 9. Solutions withthe greatest ROI
      Blogs and RSS Feeds
      LinkedIn
      Twitter
      Facebook
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 10. “Facebook facilitates the sharing of information through the social graph, the digital mapping of people's real-world social connections.”
    • 11. FacebookStats
      • Launched in 2004
      • 12. Over 600 million active users as of January 2011
      • 13. 42% of the North American population has a Facebook account
      • 14. One in every 13 people on the entire planet is on Facebook
      source: Social Media Today
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 15. Facebook Activity
      • There are over 1 billion objects that people interact with (pages, groups, events and community pages)
      • 16. Average user is connected to 80 pages, groups and events
      • 17. Average user creates 90 pieces of content each month
      • 18. More than 30 billion pieces of content (links, news stories, blog posts, notes, photo albums, etc.) are shared each month
      source: Facebook
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 19. Facebook Mobile
      • There are more than 200 million active users currently accessing Facebook through their mobile devices
      • 20. People who use Facebook on their mobile devices are twice as active on Facebook than non-mobile users
      • 21. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
      source: Facebook
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 22. Facebook Business Pages
    • 23.
    • 24. Why Use Facebook?
      • Generate brand awareness and exposure
      • 25. Generate new leads
      • 26. Reinforce customer loyalty and satisfaction
      • 27. Reinforce position as an industry leader in your field of practice
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 28. Advertising on Facebook
    • 29. Facebook Advertising
      • Target people by Interests, Demographics and/or Geography
      • 30. Pay only for clicks (pay-per-click, PPC)
      • 31. Facebook has a very high volume of ad delivery
      • 32. Low cost
      • 33. Drive to Facebook Business Page or Website
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 34. Facebook Targeting
      Demographic Targeting
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 35. Facebook Targeting
      Geographic Targeting
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 36. Facebook Targeting
      Targeting Interests
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 37. Facebook Analytics
      Media Consumption
      Fan Page Interaction
      Fan Growth
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 38. Facebook Places
    • 39. 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

      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 40. Facebook Places
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 41.
    • 42. Why Use Twitter?
      • Engage with existing clients and develop a community
      • 43. Monitor what are people saying about your firm
      • 44. Leverage content that you have developed (i.e. blog posts)
      • 45. Get social referrals from your network
      • 46. Become a source of news and an industry leader
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 47.
    • 48.
    • 49.
    • 50.
    • 51.
    • 52.
    • 53.
    • 54.
    • 55.
    • 56. Twitter: Goals
      • Increase Twitter followers by __%?
      • 57. Increase awareness?
      • 58. Extend reach of marketing initiatives?
      • 59. Online content distribution plan?
      • 60. Increase traffic to website?
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 61. What should we talk about?
      • Reply to other people’s questions
      • 62. Comment on other people’s tweets
      • 63. Stick with the conversation
      • 64. Build relationships
      • 65. Don’t be a ME! ME!
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 66. What should we talk about?
      • Share events that you are attending or planning to attend
      • 67. Have you tweeted about being here?
      • 68. Have you checked in on Foursquare or Facebook Places?
      • 69. @chrisbreikss @6S_Marketing
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 70. What should we talkabout?
      • Promote your own content like blogs, articles, and videos
      • 71. Promote other’s content like articles that you find interesting or relevant to your field of practice
      • 72. Re-tweet people that you want to build relationships with
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 73. ContentStrategy
      • Proprietary content
      • 74. Content development considerations (budget?)
      • 75. Repurpose content for other mediums
      • 76. Repurpose archived content (past articles, print campaigns, photos)
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 77. Content Creation Strategy
      • Regularly recurring content on social media profiles
      • 78. 20% - 25% unpredictable, unique content
      • 79. Ad hoc updates (on the fly and mobile)
      • 80. Contests
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 81. “It’s not just jobs. It’s also clients and services.”
      - Reid Hoffman, LinkedIn founder
    • 82. LinkedIn
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 83.
    • 84. “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
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 85. LinkedIn Elements
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 92. LinkedIn to Grow Business
      • Finding a contact in any company
      • 93. Selling a product
      • 94. Looking for an employee
      • 95. Looking for information
      • 96. Doing business in a new city
      • 97. Looking for a business partner
      • 98. Creating a reputation
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 99. Questions and Answers
      • Ask Questions or Answer Questions
      • 100. Asking – gets people to connect with you
      • 101. Answering – gets you a reputation and lets others learn your expertise
      • 102. Look for interesting people and questions
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 103. Status updates
      Recommendations
      Answers
      Follow companies
      Useful Tools on LinkedIn
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 104. LinkedInMobile
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 105. Email Marketing
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 106. Email Marketing
      • Email + CRM Integration:
      • 107. Single access point to campaign tracking
      • 108. One-to-one relationships with contacts and leads
      • 109. Leverage your CRM investment
      • 110. Generate brand awareness and exposure
      • 111. Generate new client leads
      • 112. Reinforce client loyalty and satisfaction
      • 113. Reinforce firm position
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 114. Email to Social Media
      • Which social networks are your clients using?
      • 115. Start with your email database
      • 116. Use your email database to help seed your social media accounts
      • 117. Transition them over to each social network using campaigns specifically targeted at them
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 118. Seeding Accounts
      • Process of building up your initial user base
      • 119. Start by inviting friends, family, colleagues, and clients
      • 120. Export your Outlook contacts then filter
      • 121. A Facebook advertising campaign can dramatically expedite the process of building fans and likes
      • 122. Automated software can help for Twitter such as Tweet Adder - tweetadder.com (but be careful with this)
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 123.
    • 124.
    • 125.
    • 126.
    • 127. MailChimp
      • MailChimpSocial Pro allows you to see which of your email subscribers are on each social network and segment into lists by social network
      • 128. MailChimpwill even pull in pictures into MailChimp Faces to segment your lists and “put a face to that email”
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 129.
    • 130. MailChimp Faces
    • 131.
    • 132.
    • 133. Blogging
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 134. Blog / RSS Integration
      • Use your blog as your social media hub
      • 135. Integrate your blog with all your social media platforms
      • 136. In the open and transparent age of social media, blogs are vital for reputation management
      • 137. Proper blog integration, distribution and strategy is vital to the success of any corporate blogging initiative
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 138. Why Blog?
      • Enhance your reputation as a reliable and trusted authority in your field of practice
      • 139. Gain superior search engine rankings
      • 140. Add content as easily as writing an email
      • 141. Push content to target audience by RSS and email
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 142. Social Media Strategy
      • Measurable objectives
      • 143. Build supporting content
      • 144. Blog development
      • 145. Twitter, Facebook, LinkedIn
      • 146. Distribute and share content
      • 147. RSS feeds
      • 148. Social media integration – mobile
      • 149. Social media account management
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 150. Facebook Example: BC Family Law
    • 151. Twitter Example: BC Family Law
    • 152. Blog Example: Clark Wilson LLP
      Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
    • 153. Contact
      chris@6smarketing.com
      @6S_Marketing