Social Media Marketing for Lawyers

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    Social Media Marketing for Lawyers - Presentation Transcript

    1. Social Media Marketing for Law Firms Presented by: Michael Rabinovici, LL.B. VP, Strategic Initiatives, AR Communications Inc. Contact Information Michael Rabinovici, LL.B. [email_address] www.ar-com.com 416-720-5485 Skype: mrvoip9 9 March 19 th , 2009 Banff, Alberta www.ar-com.com
    2. Say Goodbye to the Information Age
      • Over the last 5 years the Internet and information delivery have fundamentally changed
      • Information is being produced faster than we can absorb
      • Google reached 1 trillion indexed pages excluding duplicate content locations (source: Softpedia, July 23, 2008)
      • In 2006, the number was 600 billion pages
      • Growth of knowledge is being matched by the growth of ignorance
      www.ar-com.com
    3. Say Hello to the Attention Age The Attention Age Doctrine – Rich Schefren
    4. This is Not your Daddy’s Internet
      • Exponential data growth dramatically affects traditional marketing channels on the Internet
      • The sense of information overload has created a shift in client behavior
      • They are all reaching for and craving one thing:
      www.ar-com.com
    5. The Easy Button www.ar-com.com
    6. How to Become the Easy Button
      • You can become the easy button by:
      • Positioning yourself and your firm as a thought leader or a leading expert in the field of your practice
      • Social media tools are ideal for positioning yourself in this way
      • You can use them to deliver bite-sized nuggets of relevant, timely information – information custom tailored to the Attention Age
    7. Social Media Landscape The Short Version www.ar-com.com
    8. The Longer Version www.ar-com.com
    9. Social Media Tools
      • What are they: blogs , social networks , podcasts , videos
      • SM tools makes the production of relevant, easy-to-consume content simple and cost effective
      • Become a prolific producer of content
      www.ar-com.com
    10. Blogs
      • A blog (a contraction of the term weblog ) is a website , usually maintained by an individual or company with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog .
      • source - Wikipedia
      www.ar-com.com
    11. Social Media Best Practices for Blogs
      • Relevant, timely content
      • Updated regularly
      • Once or twice a week unless a special event is taking place
      • This type of content does not come naturally so you have to practice saying more with less words
      • Repurpose existing content from commentaries, white papers or other content you’ve developed
      • Consider outsourcing
      • Expert positioning and SEO benefits
      www.ar-com.com
    12. Podcasts
      • A podcast is a series of audio or video digital media files which are distributed over the Internet by syndicated download , through Web feeds , to portable media players and personal computers . Though the same content may also be made available by direct download or streaming , a podcast is distinguished from most other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added
      • s ource: Wikipedia
      www.ar-com.com
    13. The Power of Podcasting
      • Device shifting:
      • Listen on any device
      • Time shifting:
      • Listen anywhere at any time
      • Fireside chats
      • A 15 -20 minute conversation
      • Focus on a relevant timely topic
      • Upload to iTunes
      • Approx. 100-200 million podcast listeners
      www.ar-com.com
    14. Social Media Best Practices for Podcasts
      • Content should focus on educating, not selling
      • The podcast should sound like a “fireside chat”, not an infomercial
      • Interview formats work well
      • Podcasts can be divided into three categories:
      • Educating about the service or field of expertise with a lawyer being the interviewee
      • Interviewing a client – the social proof aspect
      • Interview with a third party expert – a combination of education and social proof
      www.ar-com.com
    15. Recommendations for Law Firms
      • Develop a social media road map
      • Decide what precisely you want to be known as the thought leader or expert for
      • Focus on Blogs and Podcasts to begin with
      • Blogs – update a minimum of 1-2 times per week
      • Podcasts – aim for one per month
      • Make sure you leverage existing content
      • Encourage clients and business partners (other professionals) to become part of your community
      • Offer ethical bribes - an iPod or a gift certificate to the person with the most posts each quarter
      • KNOW THY METRICS
      www.ar-com.com
    16. The Fundamentals Still Apply
      • Forget about the technology
      • Focus on the trend
      • Leverage the tools technology is making available
      • Use it to:
      • Position yourself or your firm as the thought leader or expert in your field
      • Strengthen relationships
      • and build trust
      • Stay front of mind
    17. Recommended Net Resources
      • Google Web Trends - http://www.google.com/trends
      • Legal Blogs - http://www.blawg.com/
      • WordPress - http://wordpress.org/
      • Google Analytics - http://www.google.com/analytics/
      • Google Web Optimizer – Google Web Optimizer Home Page
      • Marketing Experiments - http://www.marketingexperiments.com/
      www.ar-com.com
    18. Recommended Reading
      • Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
      • by  W. Chan Kim  (Author),  Renée Mauborgne  (Author )
      • Influence: The Psychology of Persuasion (Collins Business Essentials)   by Robert B. Cialdini
      • Predictably Irrational: The Hidden Forces That Shape Our Decisions  by Dan Ariely
      • Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership  by Joseph Jaffe
      www.ar-com.com
    19. Blog Samples
      • www.lawfirmtransformation.com
      • http://blog.jackvinson.com/
      • http://www.negotiationlawblog.com/
      • http://www.njlawblog.com/
      www.ar-com.com
    20. Podcast Samples
      • http://www.brandprotect.com/podcasts/Interview_with_Susan_Orr_July_3_2008.mp3
      • http://www.brandprotect.com/resources/podcasts/Interview_with_Kevin_Joy_March_28_2008.mp3
      • http://www.internetcases.com/mp3/IC-2007-02-16.mp3
      www.ar-com.com
    21. AR Communications Inc. Contact Information
      • Michael Rabinovici, LL.B.
      • VP, Strategic Initiatives, AR Communications Inc.
      • [email_address]
      • www.ar-com.com
      • 416-720-5485
      • Skype: mrvoip99
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