Social Media for Law Firms
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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.

Social Media for Law Firms Social Media for Law Firms Presentation Transcript

  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
  • 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
  • Keys tosocial media
    Listening
    Offering value
    Establishing trust
    Engaging in existing conversations
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Solutions withthe greatest ROI
    Blogs and RSS Feeds
    LinkedIn
    Twitter
    Facebook
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • “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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Facebook Targeting
    Demographic Targeting
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Facebook Targeting
    Geographic Targeting
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Facebook Targeting
    Targeting Interests
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Facebook Analytics
    Media Consumption
    Fan Page Interaction
    Fan Growth
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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

    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Facebook Places
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Twitter: Goals
    • Increase Twitter followers by __%?
    • Increase awareness?
    • Extend reach of marketing initiatives?
    • Online content distribution plan?
    • Increase traffic to website?
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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!
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • ContentStrategy
    • Proprietary content
    • Content development considerations (budget?)
    • Repurpose content for other mediums
    • Repurpose archived content (past articles, print campaigns, photos)
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Content Creation Strategy
    • Regularly recurring content on social media profiles
    • 20% - 25% unpredictable, unique content
    • Ad hoc updates (on the fly and mobile)
    • Contests
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • “It’s not just jobs. It’s also clients and services.”
    - Reid Hoffman, LinkedIn founder
  • LinkedIn
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • “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
  • LinkedIn Elements
    • Network
    • Profile
    • Connections
    • Groups
    • Email
    • Search
    • Questions and answers
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Status updates
    Recommendations
    Answers
    Follow companies
    Useful Tools on LinkedIn
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • LinkedInMobile
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Email Marketing
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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)
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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”
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • MailChimp Faces
  • Blogging
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • 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
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Facebook Example: BC Family Law
  • Twitter Example: BC Family Law
  • Blog Example: Clark Wilson LLP
    Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
  • Contact
    chris@6smarketing.com
    @6S_Marketing