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What lawyers need to know about social engagement

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I was recently invited to share some of the socal engagement basics to a division of the King County Bar Association. It's surprising how few of the attorneys in attendance were taking the use of …

I was recently invited to share some of the socal engagement basics to a division of the King County Bar Association. It's surprising how few of the attorneys in attendance were taking the use of social media seriously.

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    Rod BrooksVP & Chief Marketing Officer, PEMCO InsurancePresident: Word of Mouth Marketing Association
  • 2. <?xml version="1.0"?><AllQuestions />
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    Social Engagement:
    What Every Professional Needs to Know
    [Especially lawyers that want to be successful]
  • 3. Who is PEMCO?
    Personal-lines mutual insurance company founded in 1949
    Serves niche market of preferred risk policyholders
    Provides coverage to ~200k Washington households
    Historically conservative and legacy oriented
    Leads with relationship
  • 4. The BHAG: Our Big Hairy Audacious Goal
    4
    “Never have to advertise
    for a lead again”
    PEMCO customers can’t stand the thought of friends & family doing business with anyone else.
  • 5. Challenges: Old and New.
    1
    2
    Industry
    Highly regulated industry
    Viewed as an unsought commodity-like product
    Orientation is conservative, cautious, risk adverse
    Environment
    • Dynamic, open, engaged, and on the move
    • 6. Consumers influenced by peers, friends, and strangers
    • 7. Unfamiliar channels are sustaining brand conversations
  • BHAG Sounds Great: But How?
    Build engagement opportunities by enabling
    audiences to:
    1
    2
    3
    Do Something
    Share Something
    Get Something
  • 8. BHAG Sounds Great: But How?
    Build engagement opportunities by enabling
    audiences to:
    1
    2
    3
    Do Something
    Share Something
    Get Something
    SOCIAL MEDIA
  • 9. Awareness To Advocacy
    TransactionStage
    Preference
    Awareness
    Perception
    Advocacy
    Renewal
    Selection
    Referral
    Identify, Engage, Enable, Encourage Advocates
  • 10. PEMCO’s Winning Strategy
    Different because we live, work, learn and play in the same communities.
    Invest in long-term relationships with consumers through consistent engagement
    Extend responsibility to build customer relationships & integrate VOC across the org.
  • 11. PEMCO’s success depends on the positive opinion of people like me. They listen, participate, encourage and enable me to share with others.
    10
    +
    Partnership
  • 12. My clients success depends on the positive opinions of people like me. We listen, participate, encourage and enable them to engage via S.M.
    11
    Partnership
  • 13. Develop A Game Plan:
    Establish the rules
    Select the teams
    Practice safely
    Listen to the fans
    Inform stakeholders
    Enter the game
  • 14. Develop A Game Plan:
    Social Media Guidelines
    Boot Camps
    Yammer
    Ratings and Reviews
    Leadership Summits
    Pilot Projects
  • 15. Social Media Guidelines
    • Clear statement of purpose
    • 16. Inform and reassure reluctant stakeholders
    • 17. Establish engagement expectations
    • 18. Educate employees on best practices
    14
    Appease reluctant stakeholders
    and empower employees
  • 19. Be consistent with corporate culture
    15
    Values based empowerment balanced with risk management.
    • Integrity and ethics
    • 20. Use common sense
    • 21. Speak in the first person
    • 22. Use good judgment
    • 23. Don’t tell secrets
    • 24. Respect those in the community
    • 25. Fix mistakes first
    • 26. Transparency matters
    • 27. If it gives you pause, pause.
    • 28. Don’t forget your day job!
  • Boot Camp
    Increase familiarity & comfort of employees
    Explain guidelines
    Tutorials provide a step-by-step how-to approach
    Examples demonstrate consumer use
    Case studies explore social media engagement and suggested responses
  • 29. Finding The Right Tools
    Reduce communication barriers with
    employee networking tools
    1
    Share Voice of the Customer
  • 30. Empowering Employees
    Reduce communication barriers with
    employee networking tools
    2
    Share Business Ideas
  • 31. Real Time News Updates
    Reduce communication barriers with
    employee networking tools
    3
    Share News and Updates
  • 32. It’s Not ALL Business
    Reduce communication barriers with
    employee networking tools
    4
    Foster Employee Community
  • 33. Ratings and Reviews
    Increase customer-focus through direct access to Voice of the Customer
    Give back office employees
    access to customer voice
    Celebrate & share your success stories
    Learn from mistakes and
    consistently improve
    Own the results
    • Start every meeting with a customer story!
  • Customer comes first!
    “In my business, I understand and appreciate the importance of customer service, and everyone I have dealt with at PEMCO has been terrific.”
    When Paul learned that his dream home had been burglarized and stripped of $10,000 of new hardware, he didn’t know where to turn. Though a unfortunate setback to the project, Shelly from PEMCO helped make a quick decision and the project moved forward on time.
  • 34. Appreciate PEMCO!
    “I wanted to show you my appreciation for the awesome job you’ve been doing… I’ve never had customer service as professional and
    thorough as what you have provided.
    Pulling into a parking spot, a passenger
    in the car next to Jack opened their door. Both
    cars were damaged – but Denise, Jack’s PEMCO claims
    adjuster, was friendly, efficient, and made the customer feel like taking care of his claim was her top priority!
  • 35. Social Media Leadership Summits
    1
    2
    3
    Do Something
    Share Something
    Get Something
  • 36. Social Media Leadership Summits
    1
    2
    3
    Do Something
    Share Something
    Get Something
    Engagement
  • 37. Pilot Projects:
    Empower employees & encourage innovation
    Decentralize ownership
    Enrich social media team
    Decrease concentrated
    demand
    Experiment with new
    channels
    Facilitate idea sharing
  • 38. Social Media Partner:
    Facilitates the journey
    Inspire, define & defend business opportunity.
    Encourage participation and effective use of social tools
    Implement social listening & gathers/shares insights
    Help brainstorm, create, deploy engagement programs
    Define & measure analytics
  • 39. Social Media Partner: A lawyer?
    The Lawyer that Gets It and Facilitates It!
    Protecting the client / business from the social media maverick.
    Slowing things down, avoiding personal use of the new tools
    In search of clear evidence and the rule book
    Or are you viewed as hoping it will just go away?
    • Paranoid – Controlling – Lacking trust
  • Looking for the lawyer that gets it
    Where are YOU?
    “Lawyers that get social media”
    • Less than 15 seconds to think of, type, and return
    • 40. 21,800,000 results
  • The big three… a place to start:
    You can’t learn to swim on the beach!
    No one knows more about your opinion than you do. Blog about it!
    Build your brand, expand network, grow reputation. Tweet about it!
    Leverage contacts, share insights, get valuable referrals.Link others to it!
  • 41. The big three… a place to start:
    You can’t learn to swim on the beach!
    No one knows more about your opinion than you do. Blog about it!
    Build your brand, expand network, grow reputation. Tweet about it!
    Leverage contacts, share insights, get valuable referrals.Link others to it!
  • 42. I’m a lawyer not a writer. Why blog?
    Communicates your passion, philosophy, reasoning and skills.
    Builds credibility for you and your practice. Positions you/your firm in thought leadership role.
    Makes you easy to find when people are searching.
    Makes you a local, regional, national news source.
    Allows for engagement with your readers.
    Makes you human, less intimidating, one of us.
  • 43. I’m a lawyer not a writer. Why blog?
  • 140 characters just aren’t enough!
    King of learning, brand building, network expanding, reputation enhancing tools.
    “The most powerful branding tool since television.”
    You become the media providing the relevant news.
    Provides easy access to information from others.
    Easy to balance between expertise & personality.
    Makes you human, less intimidating, one of us.
  • 48. 140 characters just aren’t enough!
    • Shares the best tech articles weekly
    • 49. Not legal advice
    • 50. After 3 months, added 2 new clients
    • 51. Shows that “he gets it”
  • 3 degrees: Link in or be locked out.
    Game over! Linked In has won the social networking directory space.
    The power is in the quality of the YOUR network… and THEIR networks.
    Connect to people you know / answers you don’t.
    Activate discussions and relevant groups.
    Potential clients can’t hire you if they can’t find you.
    Makes you human, less intimidating, one of us.
  • 52. 3 degrees: Link in or be locked out.
    • Local - Seattleite
    • 53. 17 recommendations
    • 54. 500+ connections
    • 55. Website, Blog, FB
    • 56. Human / Nice smile
    • 57. 2 degrees to 8 friends
  • 3 degrees: Link in or be locked out.
  • 3 degrees: Link in or be locked out.
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    Listen
    Practice
    Teach
    Learn
    Invite
    Participate
    Monitor
    Are You Engaged?
    Join
    Engage
  • 66. <?xml version="1.0"?><AllQuestions />
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    Listen
    Practice
    Teach
    Learn
    Invite
    Participate
    Monitor
    QUESTIONS?
    Join
    Engage
  • 67. A Shameless Plug “To advance and advocate the discipline of credibleword of mouth marketing both online and offline.”
    • Credible word of mouth marketing and use of social media.
    • 68. Ethical Leadership: Protect consumers. Protect your brand.
    • 69. Best Practices: Helping you become a better WOM marketer.
    • 70. Measurable ROI: Standards that improve impact and accountability.
    • 71. Community: Enthusiasts – Brands – Service Providers
    www.womma.org
  • 72. <?xml version="1.0"?><AllQuestions />
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    Let’s ConnectTwitter: @NW_Mktg_GuyFacebook: Rod Brookse-mail: Rod.Brooks@PEMCO.comNEW - Blog:www.rodbrooks.com