How lawyers use social media in 2014
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How lawyers use social media in 2014

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Presentation from early 2014 on how lawyers use social media - and how they can use it better to improve new business, cut costs and improve ROI.

Presentation from early 2014 on how lawyers use social media - and how they can use it better to improve new business, cut costs and improve ROI.

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How lawyers use social media in 2014 How lawyers use social media in 2014 Presentation Transcript

  • ©WEBER SHANDWICK 2013 All rights reserved 2014, Digital Engagement and Lawyers
  • ©WEBER SHANDWICK 2013 All rights reserved Where most lawyers go wrong on social media  Companies thinking scheduling tweets = engagement  Still far too much emphasis on broadcast instead of engagement  Not replying to people  Not starting conversations  A lack of goals regarding online  Trying to be conversational once a month  A lack of showing personality  Not looking after staff and stakeholders online  Events not being aligned with social media  A lack of linkbait tactics or using up to date communication styles  A lack of planning and being too slow to respond
  • ©WEBER SHANDWICK 2013 All rights reserved The biggest errors come from a lack of…  If you plan you cannot fail  Learn to plan so you can respond quickly  Make sure your tweets earn their keep and are aligned with blog posts  Think like the school edition of the local papers  Put your links in the right spot…
  • ©WEBER SHANDWICK 2013 All rights reserved The basics…  If on Twitter, use a tool like Hootsuite or Tweetdeck for better engagement and monitoring  Keep your tweets to under 120 characters so they are easy to share  Monitor for your Twitter name and brand name  Know what your keywords are and try to mention them in the first 100 characters of everything you do, especially blogs. SEO essential now  Tools like Google Alerts, Google Analytics and Mention.net make life a lot easier – and are free  Use Facebook Power Editor for better control over Facebook Ads  Respond quickly to people, engage lots  Mobile is only going to continue to grow  Bit.ly links are very useful (and you know to add a + at the end)  You might even see Google+ as a LInkedIn – not Facebook - killer
  • ©WEBER SHANDWICK 2013 All rights reserved Don’t forget the website
  • ©WEBER SHANDWICK 2013 All rights reserved Your 24/7 new business developer
  • ©WEBER SHANDWICK 2013 All rights reserved The biggest errors come from a lack of…
  • ©WEBER SHANDWICK 2013 All rights reserved The biggest errors come from a lack of…
  • ©WEBER SHANDWICK 2013 All rights reserved Let’s assume some basics. You all know…
  • ©WEBER SHANDWICK 2013 All rights reserved New York lawyers and digital engagement  Disappointment in Facebook – decling reach  They see value – or can understand value – in advertising  They know they should blog more but don’t  Confident with video, especially YouTube, but don’t do enough of it  Other visual mediums – Instagram, Pinterest, SnapChat – leave them baffled  Lack of co-ordination between comms channels and PR MarComms  All about tablets  They want to try and speed up response time – a blog post shouldn’t take three weeks.  Google+ isn’t even on the radar for most  Huge fear over offending someone so play it safe and dull
  • ©WEBER SHANDWICK 2013 All rights reserved Advertising you say?
  • ©WEBER SHANDWICK 2013 All rights reserved The digital talking points in 2014  Most firms will finally grasp digital/social media policies for staff that go beyond the company PC  Lots of chat around The Quantified Self – and there will be huge legal implications around it  More people to fundamentally fail at the basics of communication  Remarketing ads and retargeting ads to be huge for Google  Devices like SmartWatches and Google Glasses to create minefields  The home and office to be more networked – NEST devices and wifi lighting are only the beginning  Smarter push advertising on apps like Waze – you drive near a street with a home for sale, the SatNav tells you about it  Far more incredible stunts – many done inexpensively  Content will still rule the online world – especially video and text
  • ©WEBER SHANDWICK 2013 All rights reserved Ahh, content…  Use video, audio, text, visuals to reach out to people  Vary your platforms of engagement  Use tools like Piktochart and Prezzi to make data more interesting and visual  Plan your content – use an editorial calendar – and be consistent. Podcasts every Wednesday for example  Vary your styles like a newspaper – have humour
  • ©WEBER SHANDWICK 2013 All rights reserved Less reliance on text…  Content comes in more than one form  Will always have a role to play in SEO but people demand more now  Use videos – long and short – whitepapers, events, audio, staff training, presentations – get them all online if there’s relevance to an audience that will see you in a positive light  Always err on the side of brevity  Make sure it all loads quickly – and make sure people can share it  Use tools to see what works for others
  • ©WEBER SHANDWICK 2013 All rights reserved Ahh, content… #missionchristmas
  • ©WEBER SHANDWICK 2013 All rights reserved Engage? Yes, we always do… on our blog  Don’t spend all your time on your own sites or networks  Go out there, visit Reddit, leave comments on other blogs, pass on useful information to people out there in the digital lands  Don’t wait for people to come to you  At the same time, remember:  Be relevant  Be useful  Be helpful
  • ©WEBER SHANDWICK 2013 All rights reserved Will 2014 see better use of The 7:2:1 rule?  For every 10 pieces of content you post…  7 should be non-promotional and helpful to others  2 can be semi-promotional  1 can be a blatant plug  That doesn’t mean you abandon relevance. A restaurant can share recipes or cooking videos that people want  Accountants can share tax advice on donations to charities
  • ©WEBER SHANDWICK 2013 All rights reserved Believing Content is King
  • ©WEBER SHANDWICK 2013 All rights reserved Using social for stunts but never rely on just one channel…
  • ©WEBER SHANDWICK 2013 All rights reserved Going visual
  • ©WEBER SHANDWICK 2013 All rights reserved Going visual
  • ©WEBER SHANDWICK 2013 All rights reserved Going visual
  • ©WEBER SHANDWICK 2013 All rights reserved Going visual
  • ©WEBER SHANDWICK 2013 All rights reserved Going visual
  • ©WEBER SHANDWICK 2013 All rights reserved Going visual
  • ©WEBER SHANDWICK 2013 All rights reserved Going visual
  • ©WEBER SHANDWICK 2013 All rights reserved Going visual
  • ©WEBER SHANDWICK 2013 All rights reserved ROI is hard to justify! In 2013? Really? “Face-to-face” transaction can cost up to £11.28 whereas an equivalent contact centre episode expends £6.35 yet a similar transaction online incurs just 46 pence of cost. Scottish Government ICT Study http://www.scotland.gov.uk/Resource/Doc/351231/0117794.pdf
  • ©WEBER SHANDWICK 2013 All rights reserved Ways of judging effectiveness on the road to ROI
  • ©WEBER SHANDWICK 2013 All rights reserved Thank you Craig McGill Digital Strategist, Scotland/Ireland 0141 333 0557 07584 385 571 @craigmcgill @wsscotland uk.linkedin.com/in/craigmcgill/ cmcgill@webershandwick.com