27 August 2013
Social Media: Turning Your People & Your
Network into Your Best Marketing Assets
USLAW NETWORK
Agenda
• Social Media Today
• Social Framework & Examples
• Getting Started
• Our “Personal” Experience
Social Media Today
It’s Not That Complicated
Why This Is Important To Legal Marketers
• 70 percent of law firms maintain
blogs.
• Nearly 50 percent of firms report tha...
Value Seen by B2B Marketers
SOURCE
http://blog.marketo.com/blog/2012/06/how-b2b-marketers-are-scoring-big-with-social-medi...
Tools Used by B2B Marketers
SOURCE
http://blog.marketo.com/blog/2012/06/how-b2b-marketers-are-scoring-big-with-social-medi...
Social Frameworks
AudienceDigitalTouchpoint
Align Efforts with Audience
A Way To Structure Your Efforts
Engage
Actively interact in one-to-one, one-to-many
or many-to-many conversation with soci...
Listen: Attorneys
LinkedIn ChannelsLinkedIn Channels
Listen: Attorneys
NewsleNewsle
Listen: Firm
TweetDeckTweetDeck
Listen: Firm
SproutSocialSproutSocial
Listen: Out Of The Box/Out of Industry
Facebook & Hospital E-AdvisorsFacebook & Hospital E-Advisors
Participate: Attorneys
CurationCuration
Participate: The Firm
CurationCuration
Participate: The Firm
Multi-Channel ReachMulti-Channel Reach
Participate: Attorneys
Multi-Channel ReachMulti-Channel Reach
Participate: Out Of The Box/Out of Industry
Multi-Channel ReachMulti-Channel Reach
Participate: The Firm
Socially Hosted ContentSocially Hosted Content
Slideshare
Scribd
YouTube/Vimeo
Flickr/Instagram
Participate: LinkedIn Firm
Participate: LinkedIn Attorney
Participate: LinkedIn Attorney
Participate: LinkedIn Attorney
Participate: Managing “Social” Persona
Engage: Individuals
TwitterTwitter
Engage: Attorney
TwitterTwitter
Engage: The Firm
FacebookFacebook
Engage: Attorney
LinkedIn GroupsLinkedIn Groups
Engage: Attorney
Attorney BioAttorney Bio
Google+
A Cautionary Tale
Getting Started
Assets You Can Use To Participate
AttorneysAttorneys
Referral
Networks
Referral
Networks
ContentContent ActivitiesActiviti...
6 Things You Can Do Now
1. Update your LinkedIn company page
2. Expand who you “follow”
3. Analyze your traffic reports. U...
Social Media:
A One North Case Study
The Art of Social Media – 4 Main Objectives
GENERATE AWARENESS:
• Promote news, content & culture
» Ex – One North launch ...
Top 5 Best Practices/Lessons Learned
Designate a ‘Hub’ for All of Your Content
Go Where Your Followers Are
Use Different C...
At One North = #Latitude41 Blog
Designate a Hub for All of Your Content
• Devote the most time, effort and
resources to the channel with the
most followers.
– Take an audit of your profiles.
You...
Use Different Channels for Different Audiences
One Northerners Facebook
Aspire to Keep Followers, Not Just Gain Them
Amazing tweet & follow…
…But, we didn’t stop there
• Assigned one of our stra...
Use Tools to Help You Listen
TweetDeck
• Tweets
• Interactions
• Hashtags
Thank you!
Questions?
Social Media: Turning Your People & Your Network into Your Best Marketing Assets
Social Media: Turning Your People & Your Network into Your Best Marketing Assets
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Social Media: Turning Your People & Your Network into Your Best Marketing Assets

  1. 1. 27 August 2013 Social Media: Turning Your People & Your Network into Your Best Marketing Assets USLAW NETWORK
  2. 2. Agenda • Social Media Today • Social Framework & Examples • Getting Started • Our “Personal” Experience
  3. 3. Social Media Today
  4. 4. It’s Not That Complicated
  5. 5. Why This Is Important To Legal Marketers • 70 percent of law firms maintain blogs. • Nearly 50 percent of firms report that blogging and social networking had helped produce leads for new clients. • Around 40 percent said those same efforts had actually helped them land new work. • More than half of respondents said that their firms plan to increase their budget for social media initiatives. SOURCE: http://insidecounselsurvey.com/2013/08/08/this-social-media-thing-might-not-be-a-fad-law-firms-acknowledge/
  6. 6. Value Seen by B2B Marketers SOURCE http://blog.marketo.com/blog/2012/06/how-b2b-marketers-are-scoring-big-with-social-media-infographic.html
  7. 7. Tools Used by B2B Marketers SOURCE http://blog.marketo.com/blog/2012/06/how-b2b-marketers-are-scoring-big-with-social-media-infographic.html
  8. 8. Social Frameworks
  9. 9. AudienceDigitalTouchpoint Align Efforts with Audience
  10. 10. A Way To Structure Your Efforts Engage Actively interact in one-to-one, one-to-many or many-to-many conversation with social media in order to freely exchange information and advance a discuss • Groups • Campaigns • Initiate Listen Actively monitor and capture conversations to analyze and understand the meaning of what is being said is it relates to the firm, the industry, an attorney or a client • Google Alerts • Newsle • Tweetdeck Participate Proactively post and publish content on social media-enabled platforms to communicate a message to an audience, but not necessarily engage them in a conversation • Tweeting • Posting • Curating
  11. 11. Listen: Attorneys LinkedIn ChannelsLinkedIn Channels
  12. 12. Listen: Attorneys NewsleNewsle
  13. 13. Listen: Firm TweetDeckTweetDeck
  14. 14. Listen: Firm SproutSocialSproutSocial
  15. 15. Listen: Out Of The Box/Out of Industry Facebook & Hospital E-AdvisorsFacebook & Hospital E-Advisors
  16. 16. Participate: Attorneys CurationCuration
  17. 17. Participate: The Firm CurationCuration
  18. 18. Participate: The Firm Multi-Channel ReachMulti-Channel Reach
  19. 19. Participate: Attorneys Multi-Channel ReachMulti-Channel Reach
  20. 20. Participate: Out Of The Box/Out of Industry Multi-Channel ReachMulti-Channel Reach
  21. 21. Participate: The Firm Socially Hosted ContentSocially Hosted Content Slideshare Scribd YouTube/Vimeo Flickr/Instagram
  22. 22. Participate: LinkedIn Firm
  23. 23. Participate: LinkedIn Attorney
  24. 24. Participate: LinkedIn Attorney
  25. 25. Participate: LinkedIn Attorney
  26. 26. Participate: Managing “Social” Persona
  27. 27. Engage: Individuals TwitterTwitter
  28. 28. Engage: Attorney TwitterTwitter
  29. 29. Engage: The Firm FacebookFacebook
  30. 30. Engage: Attorney LinkedIn GroupsLinkedIn Groups
  31. 31. Engage: Attorney Attorney BioAttorney Bio
  32. 32. Google+
  33. 33. A Cautionary Tale
  34. 34. Getting Started
  35. 35. Assets You Can Use To Participate AttorneysAttorneys Referral Networks Referral Networks ContentContent ActivitiesActivities • Publications • Press Coverage • Media Coverage • Experience • New wins • Client success • Education • Associations • Surveys • Articles • Media coverage • Video • Case studies • Interviews • Alerts • Press Releases • Events • CSR • Webinars • Newsletters • Tradeshows • Partner retreats • Connections • Introductions • Webinars • Events • Associations
  36. 36. 6 Things You Can Do Now 1. Update your LinkedIn company page 2. Expand who you “follow” 3. Analyze your traffic reports. Update attorney LinkedIn profiles of most trafficked attorneys 4. Assess your content and determine how you can re-use 5. Ask “connected” firm members to share links/tweets 6. Make content available “socially”
  37. 37. Social Media: A One North Case Study
  38. 38. The Art of Social Media – 4 Main Objectives GENERATE AWARENESS: • Promote news, content & culture » Ex – One North launch & LinkedIn MAKE CONNECTIONS: • Grow your network » Followers, connections, contacts, etc. on both an agency and individual employee level ENCOURAGE ENGAGEMENT…AND BE ENGAGED: • Regularly provide quality content, and your users will always come back for more. » They’ll also like, retweet, share with their own networks. • Remember: It’s important to return the favor! LISTEN TO: • Your followers – What do they want to hear, see & read? • Those you follow – What are the latest trends? Generate Awareness Make Connections Engage Listen
  39. 39. Top 5 Best Practices/Lessons Learned Designate a ‘Hub’ for All of Your Content Go Where Your Followers Are Use Different Channels for Different Audiences Aspire to Keep Followers, Not Just Gain Them Use Tools to Help You Listen
  40. 40. At One North = #Latitude41 Blog Designate a Hub for All of Your Content
  41. 41. • Devote the most time, effort and resources to the channel with the most followers. – Take an audit of your profiles. You might be missing out on an opportunity to connect. Go Where Your Followers Are » However, there’s ONE exception to this rule: There may be times when your followers are low, but overall engagement is high. 5 followers; 1500+ Weekly Views 270 Followers 257 Followers 109 Likes 40 Followers
  42. 42. Use Different Channels for Different Audiences One Northerners Facebook
  43. 43. Aspire to Keep Followers, Not Just Gain Them Amazing tweet & follow… …But, we didn’t stop there • Assigned one of our strategist a blog post on the topic. • Posted the entry to the blog. • Mentioned Peter in the promotion tweet.
  44. 44. Use Tools to Help You Listen TweetDeck • Tweets • Interactions • Hashtags
  45. 45. Thank you! Questions?

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