Size Doesn’t Matter How Innovative Small Firms and Solos  Can Use Social Media Marketing to Gain Clients  on a Shoestring ...
About Me
Social Media Marketing Will Change Your Legal Practice (If you will let it)
Why is Social Media Marketing a Great Idea for Lawyers?
Traditional Lawyer Marketing Model
Traditional Lawyer Marketing Model <ul><li>Rationale for Model </li></ul><ul><li>Lawyers need to get their names out to th...
Basic Problems with Traditional Lawyer Marketing Model
Why Social Media Marketing is Critical for Lawyers
SM Lawyer Marketing Model
Response to Common Objections to Social Media from Lawyers
Why Innovative Small Firms/Solos Have Unique Opportunity TODAY
The Basics of Social Media Marketing for Lawyers It’s all about you, Baby!
Key Takeaway from My  SM Marketing Journey <ul><li>Success in Social Media marketing is a  process  not an  event </li></u...
1 st  Step to Any SM Marketing Program
2 nd  Step to Any SM Marketing Program
3rd Step to Any SM Marketing Program
Fundamentals of SM Marketing Program for Lawyers <ul><li>Pick several areas in which to participate </li></ul><ul><ul><li>...
Blogs
Blogs
Blog Comments
LinkedIn
+/- of LinkedIn (IMHO) <ul><li>What I Like </li></ul><ul><li>What I Don’t Like </li></ul><ul><li>Can find people easily </...
Twitter
Twitter
Twitter
Twitter:  Sources of Info <ul><ul><li>Lextweet  http://www.lextweet.com/tweeters </li></ul></ul><ul><ul><ul><li>Legal Inde...
Facebook
Content Marketing
Content Marketing:  Just for Lawyers
Content Marketing:  More General
Other Emerging SM Marketing Sources for Lawyers and Others
Parting Thoughts
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Size Doesn’t Matter: How Innovative Small Firms and Solos Can Use Social Media Marketing to Gain Clients on a Shoestring Budget

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Social Media can put small firms and solo on the same paying field as large firms. Today, there is much opportunity for innovative lawyers to claim a niche space in which they can create a reputation as an expert to thereby drive business to themselves and their firms. Few big law firms "get" social media" and they are slow to develop a significant and substantive online presence, but that is likely to change soon, so small firms and solos need to get busy before the "sleeping giants" wake up.

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Size Doesn’t Matter: How Innovative Small Firms and Solos Can Use Social Media Marketing to Gain Clients on a Shoestring Budget

  1. 1. Size Doesn’t Matter How Innovative Small Firms and Solos Can Use Social Media Marketing to Gain Clients on a Shoestring Budget Atlanta Bar Association SPSF Section August 20, 2009 Jackie Hutter, MS, JD Chief IP Strategist The Hutter Group LLC & Patent Matchmaker Website: www.JackieHutter.com Blog: www.ipAssetMaximizerBlog.com Follow me on Twitter: @ipStrategist Blip.fm DJ JackieHutter
  2. 2. About Me
  3. 3. Social Media Marketing Will Change Your Legal Practice (If you will let it)
  4. 4. Why is Social Media Marketing a Great Idea for Lawyers?
  5. 5. Traditional Lawyer Marketing Model
  6. 6. Traditional Lawyer Marketing Model <ul><li>Rationale for Model </li></ul><ul><li>Lawyers need to get their names out to the relevant public, so must meet as many people as possible </li></ul><ul><li>Assumptions Upon which Model is Based </li></ul><ul><li>The more people you meet, the more likely it is that you will be remembered when an as-yet-unspecified legal issue arises </li></ul><ul><li>Winners Under this Model </li></ul><ul><ul><li>Large firm lawyers with moderate to extensive networking skills/opportunities </li></ul></ul><ul><ul><li>“ Gravity” combined with marketing departments </li></ul></ul><ul><ul><li>Small firm lawyers who extensively network or advertise </li></ul></ul><ul><ul><li>Losers Under this Model </li></ul></ul><ul><ul><li>Any lawyer who does not network </li></ul></ul><ul><ul><li>Can’t function in law firm environment without own business generation </li></ul></ul><ul><ul><li>Smaller firm lawyers in general </li></ul></ul><ul><ul><li>Cost/time required to meet required number of people </li></ul></ul><ul><ul><li>Arguably: all lawyers because “time is money” </li></ul></ul>
  7. 7. Basic Problems with Traditional Lawyer Marketing Model
  8. 8. Why Social Media Marketing is Critical for Lawyers
  9. 9. SM Lawyer Marketing Model
  10. 10. Response to Common Objections to Social Media from Lawyers
  11. 11. Why Innovative Small Firms/Solos Have Unique Opportunity TODAY
  12. 12. The Basics of Social Media Marketing for Lawyers It’s all about you, Baby!
  13. 13. Key Takeaway from My SM Marketing Journey <ul><li>Success in Social Media marketing is a process not an event </li></ul><ul><ul><li>But this is true for all legal marketing efforts </li></ul></ul><ul><li>Not enough to just show up, you have to participate </li></ul><ul><ul><li>More is more </li></ul></ul><ul><ul><li>You can’t hire someone to be you </li></ul></ul><ul><li>My journey continues </li></ul><ul><ul><li>Wherever I am, I am not yet there </li></ul></ul>
  14. 14. 1 st Step to Any SM Marketing Program
  15. 15. 2 nd Step to Any SM Marketing Program
  16. 16. 3rd Step to Any SM Marketing Program
  17. 17. Fundamentals of SM Marketing Program for Lawyers <ul><li>Pick several areas in which to participate </li></ul><ul><ul><li>More being developed everyday </li></ul></ul><ul><li>Goal is to build density/connections in pertinent niche </li></ul><ul><ul><li>Not just “lawyer” </li></ul></ul><ul><ul><ul><li>World is “lousy with lawyers” </li></ul></ul></ul><ul><li>Keys for raising search engine ratings </li></ul><ul><ul><li>New, consistent, regular </li></ul></ul><ul><ul><li>Can’t buy quality rankings </li></ul></ul>Deep connections lead to higher search engine rankings for relevant content
  18. 18. Blogs
  19. 19. Blogs
  20. 20. Blog Comments
  21. 21. LinkedIn
  22. 22. +/- of LinkedIn (IMHO) <ul><li>What I Like </li></ul><ul><li>What I Don’t Like </li></ul><ul><li>Can find people easily </li></ul><ul><li>Central place to put info about me </li></ul><ul><ul><li>Business information </li></ul></ul><ul><ul><li>Resume </li></ul></ul><ul><ul><li>Automatically posts blog updates </li></ul></ul><ul><li>Can enhance reputation </li></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>“ What am I doing” </li></ul></ul><ul><li>Can find collaborators for projects </li></ul><ul><ul><li>“ Everyone is a free agent” </li></ul></ul><ul><li>Emerging high level jobs board </li></ul><ul><ul><li>Low cost source of employees more likely to move or work virtually </li></ul></ul><ul><li>Has become crowded </li></ul><ul><ul><li>Specialness hard to extract </li></ul></ul><ul><ul><li>Lots of foreign users, especially in networks </li></ul></ul><ul><li>No peer review </li></ul><ul><ul><li>Not reputation based, promotion based </li></ul></ul><ul><ul><li>Answers often wrong, but no way to call out </li></ul></ul><ul><li>Increasingly requires substantial effort to extract value </li></ul><ul><ul><li>Hearing that lawyers have admins to mine for info and keep updated </li></ul></ul><ul><ul><li>Better for those with marketing professionals on staff? </li></ul></ul>
  23. 23. Twitter
  24. 24. Twitter
  25. 25. Twitter
  26. 26. Twitter: Sources of Info <ul><ul><li>Lextweet http://www.lextweet.com/tweeters </li></ul></ul><ul><ul><ul><li>Legal Index </li></ul></ul></ul><ul><ul><li>Justia Legal Birds http://legalbirds.justia.com/ </li></ul></ul><ul><ul><ul><li>Legal Rankings </li></ul></ul></ul><ul><ul><li>Basic guides </li></ul></ul><ul><ul><ul><li>http://lawfirmblogger.com/twitter-for-lawyers-resources/ </li></ul></ul></ul><ul><ul><ul><li>http://www.legalmarketingblawg.com/2009/02/to-twitter-or-not-to-twitter-t.html </li></ul></ul></ul><ul><ul><ul><li>http://www.10e20.com/blog/2009/02/06/twitter-for-lawyers-legal-professionals/ </li></ul></ul></ul>
  27. 27. Facebook
  28. 28. Content Marketing
  29. 29. Content Marketing: Just for Lawyers
  30. 30. Content Marketing: More General
  31. 31. Other Emerging SM Marketing Sources for Lawyers and Others
  32. 32. Parting Thoughts
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