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© Allen & Overy 2015 1
Sarah Murray, Graduate Recruitment Specialist
Creating and executing
sustainable social media content
© Allen & Overy 2015
- A&O social media in context
- “How to” - Twitter & Facebook
- Challenges
© Allen & Overy 2015
A&O Social media in context
Legal industry – the social media late bloomer
July 2013
Current
A&O Corporate account
@allenovergrads 45 followers
Multiple A&O Corporate accounts
@allenoverygrads 2300 followers
Informative
Outsourced
3000 fans
In-house
5,500 fans
Community-building
© Allen & Overy 2015
Purpose: Engage & Educate
A&O Social media in context
© Allen & Overy 2015
“How to”
1. Approachable tone of voice
2. Methodical content plan
3. Shared ownership
4. Constant review
© Allen & Overy 2015
Approachable tone of voice
‘Best of luck to everyone getting their A Level results this
morning. We have our fingers crossed for you!’
‘Read up on…’
‘Take a quick look at…’
‘… Check it out’
‘First lunch of the
year out on the
terrace, beautiful!
#nofilter’
© Allen & Overy 2015 7
A&O fact
University
shout out
Top 5 tips
A&O
other feed
retweet
Trainee
post
Industry
news
University
shout out
Top 5 tips
A&O
other feed
retweet
Trainee
post
Website
link
University
shout out
Top 5 tips
A&O
other feed
retweet
Trainee
post
Interview
question
University
shout out
Top 5 tips
A&O other
feed
retweet
Trainee
post
A&O
news
University
shout out
Top 5 tips
A&O
other feed
retweet
Trainee
post
Twitter strategy – core content plan
© Allen & Overy 2015
Shared ownership – Trainee posts
– Sport
– Social
– Pro bono
– Secondment
– Work
“A day in the life of a …
… Banking trainee”
… Corporate trainee”
… ICM trainee”
… Litigation trainee”
… Real Estate trainee”
… Tax trainee”
© Allen & Overy 2015
Methodical reminders
1 2
EVENT
3 4 5
8 9 10 11 12
EVENT
15 16 17
EVENT
18 19
22 23 24 25
EVENT
26
29
DEADLINE
30 31
1 day
reminder
3 day
reminder
1 day
reminder
1 day
reminder
1 day
reminder
1 week reminder
1 week reminder
1 week reminder
1 week reminder
Real time reflection
Real time reflection
Real time reflection
Real time reflection
© Allen & Overy 2015
It’s cyclical, go with it
© Allen & Overy 2015
Facebook strategy – be visual
© Allen & Overy 2015
Facebook strategy – give an incentive
David, Banking
Partner
Shreya, TraineeGabi, Client Services
Assistant
© Allen & Overy 2015
Facebook strategy – make interaction clear
© Allen & Overy 2015
Facebook strategy – adapt and re-use content
© Allen & Overy 2015
© Allen & Overy 2015
Challenges
– De-coding what we do
– Keeping up momentum
– Interaction
– Differentiation
© Allen & Overy 2015
“How to”
1. Approachable tone of voice
2. Methodical content plan
3. Shared ownership
4. Constant review
Questions?

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AGR Attraction and Marketing Forum 09.03.15 - Allen & Overy

  • 1. © Allen & Overy 2015 1 Sarah Murray, Graduate Recruitment Specialist Creating and executing sustainable social media content
  • 2. © Allen & Overy 2015 - A&O social media in context - “How to” - Twitter & Facebook - Challenges
  • 3. © Allen & Overy 2015 A&O Social media in context Legal industry – the social media late bloomer July 2013 Current A&O Corporate account @allenovergrads 45 followers Multiple A&O Corporate accounts @allenoverygrads 2300 followers Informative Outsourced 3000 fans In-house 5,500 fans Community-building
  • 4. © Allen & Overy 2015 Purpose: Engage & Educate A&O Social media in context
  • 5. © Allen & Overy 2015 “How to” 1. Approachable tone of voice 2. Methodical content plan 3. Shared ownership 4. Constant review
  • 6. © Allen & Overy 2015 Approachable tone of voice ‘Best of luck to everyone getting their A Level results this morning. We have our fingers crossed for you!’ ‘Read up on…’ ‘Take a quick look at…’ ‘… Check it out’ ‘First lunch of the year out on the terrace, beautiful! #nofilter’
  • 7. © Allen & Overy 2015 7 A&O fact University shout out Top 5 tips A&O other feed retweet Trainee post Industry news University shout out Top 5 tips A&O other feed retweet Trainee post Website link University shout out Top 5 tips A&O other feed retweet Trainee post Interview question University shout out Top 5 tips A&O other feed retweet Trainee post A&O news University shout out Top 5 tips A&O other feed retweet Trainee post Twitter strategy – core content plan
  • 8. © Allen & Overy 2015 Shared ownership – Trainee posts – Sport – Social – Pro bono – Secondment – Work “A day in the life of a … … Banking trainee” … Corporate trainee” … ICM trainee” … Litigation trainee” … Real Estate trainee” … Tax trainee”
  • 9. © Allen & Overy 2015 Methodical reminders 1 2 EVENT 3 4 5 8 9 10 11 12 EVENT 15 16 17 EVENT 18 19 22 23 24 25 EVENT 26 29 DEADLINE 30 31 1 day reminder 3 day reminder 1 day reminder 1 day reminder 1 day reminder 1 week reminder 1 week reminder 1 week reminder 1 week reminder Real time reflection Real time reflection Real time reflection Real time reflection
  • 10. © Allen & Overy 2015 It’s cyclical, go with it
  • 11. © Allen & Overy 2015 Facebook strategy – be visual
  • 12. © Allen & Overy 2015 Facebook strategy – give an incentive David, Banking Partner Shreya, TraineeGabi, Client Services Assistant
  • 13. © Allen & Overy 2015 Facebook strategy – make interaction clear
  • 14. © Allen & Overy 2015 Facebook strategy – adapt and re-use content
  • 15. © Allen & Overy 2015
  • 16. © Allen & Overy 2015 Challenges – De-coding what we do – Keeping up momentum – Interaction – Differentiation
  • 17. © Allen & Overy 2015 “How to” 1. Approachable tone of voice 2. Methodical content plan 3. Shared ownership 4. Constant review Questions?