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Adrian Lursen and Linda Pepe Content Tag Team
 

Adrian Lursen and Linda Pepe Content Tag Team

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  • Traditional marketing is becoming less and less effective, with most people so used to print and online ads that they don’t even see them anymore.The Future is Content Marketing.When Done Right it’s a Powerful Tool that will Help Raise the your Firms and your Attorneys Brand Awareness, and Increase Lead Generation!
  • Lets start with the basics – just what is Content Marketing?Basically, it’s the art of communicating with your clients and potential clients without selling.Instead of pitching your law firm, you are delivering useful information. The concept behind this strategy is that if weconsistently provide timely, useful thought leadership to potential clients, eventually they’ll reward us with their business.What are some of the most effective Content Marketing Tactics?Writing Articles/Alerts/AdvisoriesPosting to Blogs • Distributing via LinkedIn • Google+ • Twitter • Facebook • VideosUsing Distribution Partners to push your content out even further
  • Lets take a look at the Evolution of Thought Leadership Distribution:
  • Distributing Firm Thought Leadership:15 years ago: Communications like advisories were printed and mailed. Were seen by firm clients only5 years ago: Big improvement. Emailed and posted to website. More immediate. Reached many more clients - plus now some potential clientsToday: Huge change. Thought Leadership is posted, emailed, sent out via social media, and distribution partners
  • Here is what that “Today” looks like at Mintz Levin – we’re using a robust mix of Social Media & Syndication Partners to distribute our attorney thought leadership.
  • Just what does that distribution model look like?When an attorney writes an AdvisoryIt goes to our internal mailing list, Practice mailing lists, posts to the websiteWe send it out through our various social media channelsAnd we send it out to our distribution partnersOnly a small portion of these sources provide analytics, but virtually all of them are Google searchable and help thought leadership be found
  • We all know how important it is to show that your Firm and your attorneys are a thought leaders in their areas of practice. Lets talk a bit more about the social media portion of that distribution model
  • • Linkedin is the social network used more by In House Counsel than any other! Over 2/3 of In House Lawyers consult LinkedIn profiles. -Make sure you claim your LinkedIn Company Page so you can use it to push out Thought Leadership. • 2/3 of the Fortune 100 companies have at least one Twitter account - At Mintz we have Journalists • Biz executives • In House Counsel following us:• Facebook is the #1 Most popularSocial Media Platform worldwide with more than 1+ billion active Facebook users - It can be a difficult network for law firms to get engagement, but still well worth using.• Google+ is probably the best social network you aren’t using! - It’s now the 2nd most popular social network with 343 million active users - Because of the relationship between Google+ and Google search, using it can help get your content to the top of Google searches• Blogs are important way to help establish your firms attorneys as thought leaders in key practice areas and help raise the firm profile - More than 40% of corporate counsel rely on blogs as a top source of information - 55% said a law firm’s blog can influence hiring decisions–All of these networks provide a great opportunity for law firms to connect with their community and create valuable top-of-mind awareness.
  • Lets talk about the Distribution Partners we use and some of the reasons why we use them
  • Mondaq’s site has approximately 528,000 registered readers • Great analytics: Provides specific data about our readers, including name, company name, position, contact info, etcLexology has great distribution, the most important being the Association of Corporate Counsel! • They also register readers & can provide specific data about companies that are reading our thought leadership and about highest read articlesJD Supra doesn’t require registration. This means that we get far more views, but not actual readers names, positions, etc. in the analytics• Widely read and we alsoget a tremendous amount of shares for our thought leadership through themThe National Law Review is another great option, particularly for firms on a budget • Their site is highly SEO’d, which helps it get crawled quickly by search engines We are using Martindale for it’s well known profiles, but also as another distribution partner • Provide an Audience of qualified buyers of legal services
  • 2012: We got over a million article reads through our distribution partners!Pretty impressive, huh? And here are some other very impressive statistics::• Mintz ranks in top 3 contributors to the National Law Review!• In Sept and Dec Mintz had the most North American article reads of any firm on Mondaq!• Mintz total reads are over 2 ½ times higher than the AmLaw 100 competition on Lexology!• And - Mintz Levin had the highest number of article views & profile views of any firm on JD Supra!!!
  • At the beginning of this section I took you through the distribution process a typical Advisory takes.Now lets look at a real life example – a blog post
  • Lets follow the distribution of ablog post about trademark issues related to Beyoncé and Jay-z’s daughter, Blue Ivy Carter:Keep in mind that we can track and get numbers on only a fraction of the potential reads
  • The post was read and picked up all over the webAdditionally, it led to three separate media interviews in one day! Key takeaway? Try to write on an interesting subject that captures the attention of readers Write in an engaging and easy to read styleAnd use as many methods as possible to get the word out
  • Of course the real question is “Is our Content Marketing Strategy paying off?” Yes!!!Led to many shares & retweets • had pick ups by major pubs like the NY Times • Led to interviews with pubs like Wall Street Journal, Business Week, National Law Journal, etcMost importantly – led to new client work!One of our attorneys did did three separate media interviews in one day. Law 360, LXBN, and American Lawyer/Corporate Counsel!And all came about because of blog posts she wrote.Here is one of my favorite stories:One of our blogging attorneys got a voice mail at 7:30 am one morning from out of nowhere. A panicked-sounding general counsel of a video game producer in California found her post about data breach laws online, read the her blog, and called to engage us for a data breach investigation. it was 4:30 am his time, and as he put it they“were under attack”. She returned his call while on her way to work and he hired us on the spot!  And that is just one of many new clients who have found us through our Content Marketing Strategy!So, the big question!! What is our Return on Investment for using Social Media & Distribution Partners for Thought Leadership Distribution?While it is very difficult to gauge success based on any traditional ROI, overall efforts have been very successful. Our alerts and advisories are being pushed out far wider. More journalists and others are looking to our attorneys and the firm as industry experts. And more clients are finding us us because of our efforts in social media.To paraphrase Eric Qualman: WHAT IS THE ROI OF CONTENT MARKETING? YOU MIGHT JUST AS EASILY ASK WHAT IS THE ROI OF YOUR PHONE?Its tool, and tool that we all need make use of
  • As I said at the beginning I believe that the Future of marketing is Content Marketing. But I predict that over the next five years the REAL future of content marketing will be quick, easily digestible videos!Research shows that more and more people are watching videos online. And with the way technology is going – the viewing experience isn't just great on a desktop or laptop, its great on tablets like the iPad and even on smartphones, which opens up a real opportunity to create short engaging videos that can help explain a topic and set your attorneys apart as thought leaders..We began producing what I call “Hot Topics” content driven videos earlier this year, and just about two weeks ago began posting them to our website, our YouTube Channel, and began distributing them through our distribution partners.What we’ve found is that it is successful beyond my wildest dreams!
  • We are all pulled in too many directions, and people no longer have the time or inclination to spend a long time with a subject. These “hot Topic” videos are a great way to have our attorneys show off their expertise by discussing timely, interesting topics. Plus, Video helps give potential clients a real feel for your attorneys personality, and helps them get a feel for if they want to work with them.Not to mention the fact that Google loves videos, so having videos can get your firm higher in search results.We have videos on our home page, “About Us” and “Careers” sections of the website, plus on attorney bio pages.Let me show you a few examples of some of our videos:Alden - Affordable Care ActMitch – Social Media Policy for EmployersKaren – Sunshine ActDavid Barmak – Class ActionHope – Health Care Enforcement
  • As I mentioned we just started distributing videos to some of our distribution partners. It was literally just two weeks ago.What we’ve found is that it is successful beyond my wildest dreams!We started uploading videos to JD Supra September 4th. I think you can see what started to happen… a huge spike!We chose to upload three videos a day. On the first day all three videos got over 600 views, and one got 878 views!I pulled this chart on Sunday, less than 1 ½ weeks since we began posting the videos, we had 25,309 video views!!!Now that’s impressive!!
  • I know time is tight - I will be around after the session if you want to ask me any QuestionsAlso – Feel free scan the QR code to access my mobile business card.

Adrian Lursen and Linda Pepe Content Tag Team Adrian Lursen and Linda Pepe Content Tag Team Presentation Transcript

  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Social Media for Law Firms 2013 A Deep Dive Work Session for Firms Taking Digital Seriously Content Is King: Creating Better Content, Getting Greater Distribution Linda Pepe, Director of Marketing, Mintz Levin Adrian Lurssen, Founder, JD Supra
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA The Power of Content Marketing: How to Leverage Thought Leadership
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Content Marketing: What is it?
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Distribution of Thought Leadership Then & Now
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Social Media & External Partners • LinkedIn • Twitter • Facebook • Google+ • Blogs • Videos • Mondaq • National Law Review • Lexology • JD Supra • Martindale
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Distribution of a Typical Advisory Practice Group Mailing Lists Posted to Mintz website Mintz LinkedIn Mintz Facebook Mintz Google+ Mintz Blog Postings LexisNexis Martindale- Hubbell Lexology JD Supra Mintz Twitter Moreover.com Bloomberg ThompsonGale Bureau Van Dijk Google News Service Mondaq Newsletter + Site Yahoo News Service Mondaq Twitter Feed MSN News Bing Reuters Datastar Westlaw Lexis-Nexis BBC MediaFed Quicklaw America Barrons Factivia Financial Times Justia ComplinetOneSource Australian Corporate Lawyers Association Wall Street Journal Smartbrief Newstex Yellowbrix E-space.co.uk 25+ Twitter Accounts 200 LinkedIn groups National Law Review site RSS Feeds to various State Bar Associations 14 National Law Review newsletters JD Supra Linkedin Legal Channel JD Supra Site JD Supra Newsletter Subscribers JD Supra Facebook Page JD Supra Twitter FeedJD Supra RSS feed Justia Google Newstex Alltop Complinet NuWire Lexology Newsletter + Site The French Corporate Counsel Association (AFJE) The Association of Corporate Counsel (ACC) The Corporate Lawyers Association of South Africa (CLASA) The Corporate Lawyers Association of New Zealand (CLANZ) The State Bar of Texas The State Bar of California The American Intellectual Property Law Association The International Technology Law Association ITechLaw The Singapore Corporate Counsel Association (SCCA) The Society for Computers and Law The Association of Media and Entertainment Counsel AMEC Attorneys & Senior Professionals National Law Review Mondaq Shared through followers and connections Shared + liked Tweeted/Retweeted Martindale-Hubble site Law.com Lawyers.com + Attorneys.com American Bar Assoc Inside Counsel Minority Corporate Counsel Assoc
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Distributing Thought Leadership via Social Media LinkedIn | Twitter | Facebook | Google+ | Blogs
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Distributing Mintz Thought Leadership via External Partners Mondaq | Lexology | JD Supra National Law Review | Martindale-Hubbell
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA 2012 Distribution Partner Article Views Mondaq 52,209 Lexology 100,030 JD Supra 843,813 National Law Review 61,650 Martindale 9,336 Total Tracked Views 1,067,038 (88,920 average reads per month)
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Mintz Case Study: Distribution of a Blog Post
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA ML LinkedIn1157 ML Facebook53 ML Google+29 ML Twitter326 Blog Posting 1116 Lexology 373 Mondaq 302 National Law Review 812 JD Supra 2088 Pushed out via social media: 1565 Total Trackable Reads: 4691 Canada SingaporePoland China Switzerland England New ZealandHong Kong Japan Countries Reading: Companies Reading: GreeceLiechtenstein AustraliaNetherlands Brazil ItalySouth Africa Germany India Google Yahoo! Xerox Canon Nestle American Express Verizon Boeing Marriott Barnes & Noble Merck Red Bull Nationwide Mutual GlaxoSmithKline The Hartford TD Ameritrade T-Mobile Law360Thompson Reuters CBS + ? Non-Trackable Reads
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Successful Strategy? Yes! • Social Media & Distribution Partnerships: – Led to many re-tweets & shares, such as one by an Associate GC of a major corporation, others by columnists, (one with 267,234 followers) – Picked up by major publications like the New York Times – Led to print & broadcast interview requests from the Wall Street Journal, Business Week, Adweek, National Law Journal, Law 360, Corporate Counsel, Reuters, and others – Led to meetings with potential clients & new client engagements
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA What's next? Hot Topic Videos!
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA 10 days = 25,309 video views!
  • WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Questions? (Scan to connect with me.)
  • What makes some content pieces more popular than others?
  • TOPICS PAGE
  • INDIVIDUAL UPDATES
  • A BLOG ROUNDUP
  • VIDEO ANALYSIS
  • WHAT YOUR CONTENT & NELSON MANDELA HAVE IN COMMON
  • US Patent Law Reform - What It Means to Your Corporation Intellectual Property Networking Patent Professionals Society of Physician Entrepreneurs (SoPE) Chemical Angel Network The Linked CXO / President, CEO, COO… Rockies Venture Club Global Innovations (GI) Angel Capital Association Patents - Intellectual Property Patent and Intellectual Property Practitioners GROUPS
  • EVERYONE IS IN THE ‘SOCIAL CONTENT’ BUSINESS. NOT EVERYONE HAS SOMETHING TO SAY. Goal: become the subject of other people’s conversations: Social sharing by • Executives • Referrals • Media members • Brands • Other lawyers New Media • Associations • Corporations • Government • Aggregators • Blogs Mainstream Media Connect with clients & others Your own networking Sharing & discussion between others
  • Readable (Why) Timely (When) Relevant (What)
  •  The America Invents Act  Important Patent Law Changes  Top Ten Reasons To File Your Patent Applications Before March 16, 2013 TITLES TELL BUSY PEOPLE WHY TO READ NOW
  • READABLE  Readers don’t need to work to find your big takeaways  Each element clarifies the reason to be reading this
  • 16 MAR Before it happens After it happens BREAKINGNEWS TIMELY
  • DON'T TALK ABOUT THE LAW  Talk about how changes in the law affect the people you serve
  • THE PROMISE OF WEB PUBLISHING: 1995 TO TODAY CONTENT Something to sayThe means to publish TECHNOLOGY An audience/readers VISIBILITY
  • Thanks – more info: @adrianlurssen adrian@jdsupra.com