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Social Media Marketing for Lawyers

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Social Media Marketing for Lawyers …

Social Media Marketing for Lawyers
Presented at Globalaw Americas Regional meeting 2009, Banff Springs.

Presented by: Michael Rabinovici, LL.B.,VP, Strategic Initiatives, AR Communications Inc.

Published in: Business, Technology
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  • 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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