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Social Media Marketing for Law Firms
                October 27th, 2011



Mike Rabinovici, LL.B              Contact Information:rmation:
                                   michael@ar-com.com
VP, Web & Social Media Marketing   www.ar-com.com/blog
AR Communications Inc.             Twitter.com/mikerabinovici
                                   http://ca.linkedin.com/in/mikerabinovici
www.ar-com.com
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

• In 2009 – 12000 new URLs each day, in 2011 - 150,000

• By 2011, 20 typical households will generate more traffic then the
  entire Internet did in 2008 – the last full year of information looked
  in version 1.0 of this presentation

• Growth of knowledge is being matched by the growth of ignorance
Say Hello to the Attention Age
The Attention Age Doctrine – Rich Schefren
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
The Easy Button




   www.ar-com.com
What is Social Media?
• The term Social Media refers to the use of web-
  based and mobile technologies to turn
  communication into an interactive dialogue

• “Social Media tools introduce substantial and
  pervasive changes to communication between
  organizations, communities, and individuals”
Kietzmann, Jan H.; Kris Hermkens, Ian P. McCarthy, and Bruno S. Silvestre (2011). "Social media? Get serious! Understanding the functional building
blocks of social media".




                                                                                                                                                  6
Social Media Tools
•   Blogging – www.blogger.com
•   Podcasts – www.itunes.com
•   Microblogging – www.twitter.com
•   RSS – www.feedburner.com
•   Photo sharing – www.flickr.com
•   Social News & Bookmarking – www.technorati.com
•   Video Sharing – www.youtube.com
•   Wikis – www.wikipedia.org
Social Networks
• LinkedIn – www.linkedin.com
• Facebook – www.facebook.com
• Foursquare – www.foursquare.com
And so many more…
Which Social Media Tools Can Law Firms Use to
         Make the Greatest Impact?

•   Blogs
•   Podcasts
•   LinkedIn
•   Facebook
•   Twitter
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
•   Key Stat: B2B companies that blog
    generate 67% more leads per month
    than those who do not. Source:
    Hubspot, State of Inbound Marketing
    Lead Generation Report, 2011


                                      www.ar-com.com
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
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
• Awareness of podcasting has
  doubled since 2006
   Source: Wikipedia
                                  www.ar-com.com
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
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
– Great For Business

• Web’s largest professional network with over 120 million
  members in 200 countries. Canada has over 4 million
  members
• The average profile age on LinkedIn is 40 years
• More than 2 million companies have LinkedIn Company Pages
• As of June 30, 2011 (the end of the second quarter), LinkedIn
  counts executives from all 2011 Fortune 500 companies as
  members; its corporate hiring solutions are used by 75 of the
  Fortune 100 companies.
• App. 2% of LinkedIn user are in the legal profession
Facebook
• 800 Million users
• If Facebook were a country is would be the world’s third
  largest, after China and India
• Facebook's biggest age group of followers is now in the 35-54
  range
• 62 percent of Facebook users between 35-54 years of age
  have liked a brand (eMarketer)
• 61 percent of Facebook users who have liked a brand note
  that they are more likely to purchase from that brand
  (AllFacebook)
Twitter
• Over 200 million accounts
• 1 billion tweets per week
• 460,000 new accounts per day as of March, 2011
• A great tool for providing customer services and
  delivering important information in real time
• Monitoring your firm’s reputation and keeping an
  eye on the competition
• Increasingly used by law firms
Next Steps
Begin with a Social Media assessment:
• What has your law firm done with social media to
  date?
• Was it done in accordance with a plan or ad hoc
• Are there any analytics for current social media
  activities – you must establish a baseline
• Is there an employee social media policy in place?
• What are your competitors doing?
Key Elements of a Social Media Strategic
                   Plan
• Determine the audience you will focus on and where it
  spends most of it’s time
• Set your goals – these can include number of visits, leads
  generated, sales completed, etc., ROI expected
• Focus on the areas where we already know social media
  has the greatest impact
• Set aside a budget that is reasonable in terms of the
  goals you set
• Make sure to have a social media policy in place for
  employees
• Deploy social media analysis tools to measure progress
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
Contact Information
Mike Rabinovici, LL.B
VP, Web & Social Media Marketing
AR Communications Inc.
www.ar-com.com
michael@ar-com.com
www.ar-com.com/blog
Twitter.com/mikerabinovici
http://ca.linkedin.com/in/mikerabinovici
416-720-5485
4

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Social Media Marketing for Lawyers 2.0

  • 1. Social Media Marketing for Law Firms October 27th, 2011 Mike Rabinovici, LL.B Contact Information:rmation: michael@ar-com.com VP, Web & Social Media Marketing www.ar-com.com/blog AR Communications Inc. Twitter.com/mikerabinovici http://ca.linkedin.com/in/mikerabinovici 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 • In 2009 – 12000 new URLs each day, in 2011 - 150,000 • By 2011, 20 typical households will generate more traffic then the entire Internet did in 2008 – the last full year of information looked in version 1.0 of this presentation • Growth of knowledge is being matched by the growth of ignorance
  • 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. What is Social Media? • The term Social Media refers to the use of web- based and mobile technologies to turn communication into an interactive dialogue • “Social Media tools introduce substantial and pervasive changes to communication between organizations, communities, and individuals” Kietzmann, Jan H.; Kris Hermkens, Ian P. McCarthy, and Bruno S. Silvestre (2011). "Social media? Get serious! Understanding the functional building blocks of social media". 6
  • 7. Social Media Tools • Blogging – www.blogger.com • Podcasts – www.itunes.com • Microblogging – www.twitter.com • RSS – www.feedburner.com • Photo sharing – www.flickr.com • Social News & Bookmarking – www.technorati.com • Video Sharing – www.youtube.com • Wikis – www.wikipedia.org
  • 8. Social Networks • LinkedIn – www.linkedin.com • Facebook – www.facebook.com • Foursquare – www.foursquare.com And so many more…
  • 9. Which Social Media Tools Can Law Firms Use to Make the Greatest Impact? • Blogs • Podcasts • LinkedIn • Facebook • Twitter
  • 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 • Key Stat: B2B companies that blog generate 67% more leads per month than those who do not. Source: Hubspot, State of Inbound Marketing Lead Generation Report, 2011 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 • Awareness of podcasting has doubled since 2006 Source: 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. – Great For Business • Web’s largest professional network with over 120 million members in 200 countries. Canada has over 4 million members • The average profile age on LinkedIn is 40 years • More than 2 million companies have LinkedIn Company Pages • As of June 30, 2011 (the end of the second quarter), LinkedIn counts executives from all 2011 Fortune 500 companies as members; its corporate hiring solutions are used by 75 of the Fortune 100 companies. • App. 2% of LinkedIn user are in the legal profession
  • 16. Facebook • 800 Million users • If Facebook were a country is would be the world’s third largest, after China and India • Facebook's biggest age group of followers is now in the 35-54 range • 62 percent of Facebook users between 35-54 years of age have liked a brand (eMarketer) • 61 percent of Facebook users who have liked a brand note that they are more likely to purchase from that brand (AllFacebook)
  • 17. Twitter • Over 200 million accounts • 1 billion tweets per week • 460,000 new accounts per day as of March, 2011 • A great tool for providing customer services and delivering important information in real time • Monitoring your firm’s reputation and keeping an eye on the competition • Increasingly used by law firms
  • 18. Next Steps Begin with a Social Media assessment: • What has your law firm done with social media to date? • Was it done in accordance with a plan or ad hoc • Are there any analytics for current social media activities – you must establish a baseline • Is there an employee social media policy in place? • What are your competitors doing?
  • 19. Key Elements of a Social Media Strategic Plan • Determine the audience you will focus on and where it spends most of it’s time • Set your goals – these can include number of visits, leads generated, sales completed, etc., ROI expected • Focus on the areas where we already know social media has the greatest impact • Set aside a budget that is reasonable in terms of the goals you set • Make sure to have a social media policy in place for employees • Deploy social media analysis tools to measure progress
  • 20. 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
  • 21. Contact Information Mike Rabinovici, LL.B VP, Web & Social Media Marketing AR Communications Inc. www.ar-com.com michael@ar-com.com www.ar-com.com/blog Twitter.com/mikerabinovici http://ca.linkedin.com/in/mikerabinovici 416-720-5485 4