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6S Academy:Social Media forLaw Firms:Do’s and Don’ts<br />May 17, 2011<br />Chris Breikss<br />6S Marketing  <br />
About Me<br />President, 6S Marketing<br />Founded 6S in 2001 (10 years!)<br />Expert in SEO, SEM, and Social Media<br />S...
Our Team<br />6S Marketing  <br />Skilled, dedicated and industry-savvy team of 25 employees<br />Project managers have 4 ...
Agenda<br />Facebook<br />Twitter<br />LinkedIn<br />Email Marketing<br />Blogs<br />Social Media Strategy<br />Examples i...
Objectives<br />Principles of social media<br />Keys to social media<br />Social media solutions offering the greatest ROI...
Goals<br />Increase brand awareness<br />Drive traffic to the website<br />Increase client contact and engagement<br />Str...
Principlesof social media<br />Relationship<br />Engagement<br />Strategic networking<br />Establishing a word of mouth re...
Keys tosocial media<br />Listening<br />Offering value<br />Establishing trust<br />Engaging in existing conversations<br ...
Solutions withthe greatest ROI<br />Blogs and RSS Feeds<br />LinkedIn<br />Twitter<br />Facebook<br />Chris Breikss, Presi...
“Facebook facilitates the sharing of information through the social graph, the digital mapping of people's real-world soci...
FacebookStats<br /><ul><li>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</li></ul>source: Social Media Today<br />Chris Breikss, Preside...
Facebook Activity<br /><ul><li>There are over 1 billion objects that people interact with (pages, groups, events and commu...
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<...
Facebook Mobile<br /><ul><li>There are more than 200 million active users currently accessing Facebook through their mobil...
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 </li></ul>...
Facebook Business Pages<br />
Why Use Facebook?<br /><ul><li>Generate brand awareness and exposure
Generate new leads
Reinforce customer loyalty and satisfaction
Reinforce position as an industry leader in your field of practice</li></ul>Chris Breikss, President | Law Firm Social Med...
Advertising on Facebook<br />
Facebook Advertising<br /><ul><li>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</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
Facebook Targeting<br />Demographic Targeting<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
Facebook Targeting<br />Geographic Targeting<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
Facebook Targeting<br />Targeting Interests<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
Facebook Analytics<br />Media Consumption<br />Fan Page Interaction<br />Fan Growth<br />Chris Breikss, President | Law Fi...
Facebook Places<br />
Who. What. When. And Now WHERE.<br />Facebook – with its population of 500 million plus – offers an invaluable marketing o...
Facebook Places<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
Why Use Twitter?<br /><ul><li>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</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<...
Twitter: Goals<br /><ul><li>Increase Twitter followers by __%?
Increase awareness?
Extend reach of marketing initiatives?
Online content distribution plan?
Increase traffic to website?</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
What should we talk about?<br /><ul><li>Reply to other people’s questions
Comment on other people’s tweets
Stick with the conversation
Build relationships
Don’t be a ME! ME!</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
What should we talk about?<br /><ul><li>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</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
What should we talkabout?<br /><ul><li>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</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s ...
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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 of "Social Media for Law Firms"

    1. 1. 6S Academy:Social Media forLaw Firms:Do’s and Don’ts<br />May 17, 2011<br />Chris Breikss<br />6S Marketing <br />
    2. 2. About Me<br />President, 6S Marketing<br />Founded 6S in 2001 (10 years!)<br />Expert in SEO, SEM, and Social Media<br />Speaks at, sponsors, and attends industry events across North America<br />
    3. 3. Our Team<br />6S Marketing <br />Skilled, dedicated and industry-savvy team of 25 employees<br />Project managers have 4 to 10+ years SEM experience<br />Worked with 400+ clients<br />BC’s Top Ten company to work for in 2010 (BC Business Magazine)<br />
    4. 4. Agenda<br />Facebook<br />Twitter<br />LinkedIn<br />Email Marketing<br />Blogs<br />Social Media Strategy<br />Examples in the Legal Industry<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    5. 5. Objectives<br />Principles of social media<br />Keys to social media<br />Social media solutions offering the greatest ROI<br />Ethical, liability and practicality <br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    6. 6. Goals<br />Increase brand awareness<br />Drive traffic to the website<br />Increase client contact and engagement<br />Streamline online marketing efforts<br />Increase billable hours<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    7. 7. Principlesof social media<br />Relationship<br />Engagement<br />Strategic networking<br />Establishing a word of mouth reputation<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    8. 8. Keys tosocial media<br />Listening<br />Offering value<br />Establishing trust<br />Engaging in existing conversations<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    9. 9. Solutions withthe greatest ROI<br />Blogs and RSS Feeds<br />LinkedIn<br />Twitter<br />Facebook<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    10. 10. “Facebook facilitates the sharing of information through the social graph, the digital mapping of people's real-world social connections.” <br />
    11. 11. FacebookStats<br /><ul><li>Launched in 2004
    12. 12. Over 600 million active users as of January 2011
    13. 13. 42% of the North American population has a Facebook account
    14. 14. One in every 13 people on the entire planet is on Facebook</li></ul>source: Social Media Today<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    15. 15. Facebook Activity<br /><ul><li>There are over 1 billion objects that people interact with (pages, groups, events and community pages)
    16. 16. Average user is connected to 80 pages, groups and events
    17. 17. Average user creates 90 pieces of content each month
    18. 18. More than 30 billion pieces of content (links, news stories, blog posts, notes, photo albums, etc.) are shared each month</li></ul>source: Facebook<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    19. 19. Facebook Mobile<br /><ul><li>There are more than 200 million active users currently accessing Facebook through their mobile devices
    20. 20. People who use Facebook on their mobile devices are twice as active on Facebook than non-mobile users
    21. 21. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products </li></ul>source: Facebook<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    22. 22. Facebook Business Pages<br />
    23. 23.
    24. 24. Why Use Facebook?<br /><ul><li>Generate brand awareness and exposure
    25. 25. Generate new leads
    26. 26. Reinforce customer loyalty and satisfaction
    27. 27. Reinforce position as an industry leader in your field of practice</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    28. 28. Advertising on Facebook<br />
    29. 29. Facebook Advertising<br /><ul><li>Target people by Interests, Demographics and/or Geography
    30. 30. Pay only for clicks (pay-per-click, PPC)
    31. 31. Facebook has a very high volume of ad delivery
    32. 32. Low cost
    33. 33. Drive to Facebook Business Page or Website</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    34. 34. Facebook Targeting<br />Demographic Targeting<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    35. 35. Facebook Targeting<br />Geographic Targeting<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    36. 36. Facebook Targeting<br />Targeting Interests<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    37. 37. Facebook Analytics<br />Media Consumption<br />Fan Page Interaction<br />Fan Growth<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    38. 38. Facebook Places<br />
    39. 39. Who. What. When. And Now WHERE.<br />Facebook – with its population of 500 million plus – offers an invaluable marketing opportunity in the form of Places.” <br />Kevin Barenblat, CEO, Context Optional <br />“<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    40. 40. Facebook Places<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    41. 41.
    42. 42. Why Use Twitter?<br /><ul><li>Engage with existing clients and develop a community
    43. 43. Monitor what are people saying about your firm
    44. 44. Leverage content that you have developed (i.e. blog posts)
    45. 45. Get social referrals from your network
    46. 46. Become a source of news and an industry leader</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    47. 47.
    48. 48.
    49. 49.
    50. 50.
    51. 51.
    52. 52.
    53. 53.
    54. 54.
    55. 55.
    56. 56. Twitter: Goals<br /><ul><li>Increase Twitter followers by __%?
    57. 57. Increase awareness?
    58. 58. Extend reach of marketing initiatives?
    59. 59. Online content distribution plan?
    60. 60. Increase traffic to website?</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    61. 61. What should we talk about?<br /><ul><li>Reply to other people’s questions
    62. 62. Comment on other people’s tweets
    63. 63. Stick with the conversation
    64. 64. Build relationships
    65. 65. Don’t be a ME! ME!</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    66. 66. What should we talk about?<br /><ul><li>Share events that you are attending or planning to attend
    67. 67. Have you tweeted about being here?
    68. 68. Have you checked in on Foursquare or Facebook Places?
    69. 69. @chrisbreikss @6S_Marketing</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    70. 70. What should we talkabout?<br /><ul><li>Promote your own content like blogs, articles, and videos
    71. 71. Promote other’s content like articles that you find interesting or relevant to your field of practice
    72. 72. Re-tweet people that you want to build relationships with</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    73. 73. ContentStrategy<br /><ul><li>Proprietary content
    74. 74. Content development considerations (budget?)
    75. 75. Repurpose content for other mediums
    76. 76. Repurpose archived content (past articles, print campaigns, photos)</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    77. 77. Content Creation Strategy<br /><ul><li>Regularly recurring content on social media profiles
    78. 78. 20% - 25% unpredictable, unique content
    79. 79. Ad hoc updates (on the fly and mobile)
    80. 80. Contests</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    81. 81. “It’s not just jobs. It’s also clients and services.”<br />- Reid Hoffman, LinkedIn founder<br />
    82. 82. LinkedIn<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    83. 83.
    84. 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.” <br />JessiHempel, Fortune<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    85. 85. LinkedIn Elements<br /><ul><li>Network
    86. 86. Profile
    87. 87. Connections
    88. 88. Groups
    89. 89. Email
    90. 90. Search
    91. 91. Questions and answers</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    92. 92. LinkedIn to Grow Business<br /><ul><li>Finding a contact in any company
    93. 93. Selling a product
    94. 94. Looking for an employee
    95. 95. Looking for information
    96. 96. Doing business in a new city
    97. 97. Looking for a business partner
    98. 98. Creating a reputation</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    99. 99. Questions and Answers<br /><ul><li>Ask Questions or Answer Questions
    100. 100. Asking – gets people to connect with you
    101. 101. Answering – gets you a reputation and lets others learn your expertise
    102. 102. Look for interesting people and questions</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    103. 103. Status updates<br />Recommendations<br />Answers<br />Follow companies<br />Useful Tools on LinkedIn<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    104. 104. LinkedInMobile<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    105. 105. Email Marketing<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    106. 106. Email Marketing<br /><ul><li>Email + CRM Integration:
    107. 107. Single access point to campaign tracking
    108. 108. One-to-one relationships with contacts and leads
    109. 109. Leverage your CRM investment
    110. 110. Generate brand awareness and exposure
    111. 111. Generate new client leads
    112. 112. Reinforce client loyalty and satisfaction
    113. 113. Reinforce firm position</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    114. 114. Email to Social Media<br /><ul><li>Which social networks are your clients using?
    115. 115. Start with your email database
    116. 116. Use your email database to help seed your social media accounts
    117. 117. Transition them over to each social network using campaigns specifically targeted at them</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    118. 118. Seeding Accounts<br /><ul><li>Process of building up your initial user base
    119. 119. Start by inviting friends, family, colleagues, and clients
    120. 120. Export your Outlook contacts then filter
    121. 121. A Facebook advertising campaign can dramatically expedite the process of building fans and likes
    122. 122. Automated software can help for Twitter such as Tweet Adder - tweetadder.com (but be careful with this)</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    123. 123.
    124. 124.
    125. 125.
    126. 126.
    127. 127. MailChimp<br /><ul><li>MailChimpSocial Pro allows you to see which of your email subscribers are on each social network and segment into lists by social network
    128. 128. MailChimpwill even pull in pictures into MailChimp Faces to segment your lists and “put a face to that email”</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    129. 129.
    130. 130. MailChimp Faces<br />
    131. 131.
    132. 132.
    133. 133. Blogging<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    134. 134. Blog / RSS Integration<br /><ul><li>Use your blog as your social media hub
    135. 135. Integrate your blog with all your social media platforms
    136. 136. In the open and transparent age of social media, blogs are vital for reputation management
    137. 137. Proper blog integration, distribution and strategy is vital to the success of any corporate blogging initiative</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    138. 138. Why Blog?<br /><ul><li>Enhance your reputation as a reliable and trusted authority in your field of practice
    139. 139. Gain superior search engine rankings
    140. 140. Add content as easily as writing an email
    141. 141. Push content to target audience by RSS and email</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    142. 142. Social Media Strategy<br /><ul><li>Measurable objectives
    143. 143. Build supporting content
    144. 144. Blog development
    145. 145. Twitter, Facebook, LinkedIn
    146. 146. Distribute and share content
    147. 147. RSS feeds
    148. 148. Social media integration – mobile
    149. 149. Social media account management</li></ul>Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    150. 150. Facebook Example: BC Family Law<br />
    151. 151. Twitter Example: BC Family Law<br />
    152. 152. Blog Example: Clark Wilson LLP<br />Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts<br />
    153. 153. Contact<br />chris@6smarketing.com<br />@6S_Marketing<br />
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