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 …

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