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developing
ACTIONABLE
SOCIAL MEDIA
PLANS
12 MONTH
From Sherpa…
To Guide!
PRACTICE LIFE CYCLE
Emerging Growth Mature Saturated
PRACTICE LIFE CYCLE
Emerging Growth Mature Saturated
Y2K!
The Y2K of Our Generation?
PRACTICE LIFE CYCLE
Emerging
Growth Mature Saturated
PRACTICE LIFE CYCLE
Emerging Growth
Mature Saturated
PRACTICE LIFE CYCLE
Emerging Growth Mature
Saturated
Be a Trend-Watcher
Once you have the niche…
An Integrated Approach
• Marketing
PR
Speaking
Publishing
Advertising
Email marketing
SEO
• Business Development
Blog
Netw...
Q1. Brand Awareness
Q2. Listen & Refine
Q3. Content Creation
Q4. Conversion
Q1. Brand Awareness
Q2. Listen & Refine
Q3. Content Creation
Q4. Conversion
Sometimes the best
aggregation tool is a person
Be the person other’s want
to find
Q1. Brand Awareness
Q2. Listen & Refine
Q3. Content Creation
Q4. Conversion
LinkedIn Groups
Q1. Brand Awareness
Q2. Listen & Refine
Q3. Content Creation
Q4. Conversion
Know Your Target
Finding your
ideal client
The Law of
Multiplication
RELATIONSHIP
How do we turn
traffic into
contacts?
• Whitepaper, opt-in required
• Collect business cards at
speaking events
• Prompt newsletter sign-up
• Connect blog effor...
STRATEGY
SERENDIPITY
Test against analytics
• Traffic numbers
• Who, not just how many
• What drives traffic?
• What search terms?
• Responses ...
• Analytics slides!
Inform attorneys for:
• More frequency
• Better topics
• Insight into client perspective
• Client-centric language
• Feed ...
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
Dayton Knapp final session at #SMLF13
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Dayton Knapp final session at #SMLF13

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Transcript of "Dayton Knapp final session at #SMLF13"

  1. 1. developing ACTIONABLE SOCIAL MEDIA PLANS 12 MONTH
  2. 2. From Sherpa…
  3. 3. To Guide!
  4. 4. PRACTICE LIFE CYCLE Emerging Growth Mature Saturated
  5. 5. PRACTICE LIFE CYCLE Emerging Growth Mature Saturated
  6. 6. Y2K!
  7. 7. The Y2K of Our Generation?
  8. 8. PRACTICE LIFE CYCLE Emerging Growth Mature Saturated
  9. 9. PRACTICE LIFE CYCLE Emerging Growth Mature Saturated
  10. 10. PRACTICE LIFE CYCLE Emerging Growth Mature Saturated
  11. 11. Be a Trend-Watcher
  12. 12. Once you have the niche…
  13. 13. An Integrated Approach • Marketing PR Speaking Publishing Advertising Email marketing SEO • Business Development Blog Networking Social: Sharing/ Branding Meetings/ Pitches
  14. 14. Q1. Brand Awareness Q2. Listen & Refine Q3. Content Creation Q4. Conversion
  15. 15. Q1. Brand Awareness Q2. Listen & Refine Q3. Content Creation Q4. Conversion
  16. 16. Sometimes the best aggregation tool is a person Be the person other’s want to find
  17. 17. Q1. Brand Awareness Q2. Listen & Refine Q3. Content Creation Q4. Conversion
  18. 18. LinkedIn Groups
  19. 19. Q1. Brand Awareness Q2. Listen & Refine Q3. Content Creation Q4. Conversion
  20. 20. Know Your Target Finding your ideal client
  21. 21. The Law of Multiplication
  22. 22. RELATIONSHIP
  23. 23. How do we turn traffic into contacts?
  24. 24. • Whitepaper, opt-in required • Collect business cards at speaking events • Prompt newsletter sign-up • Connect blog efforts to email efforts
  25. 25. STRATEGY SERENDIPITY
  26. 26. Test against analytics • Traffic numbers • Who, not just how many • What drives traffic? • What search terms? • Responses on email and social
  27. 27. • Analytics slides!
  28. 28. Inform attorneys for: • More frequency • Better topics • Insight into client perspective • Client-centric language • Feed the bizdev cycle
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