Dayton Knapp final session at #SMLF13

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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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