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Creating and Implementing Microsites - BDI 5/9/13 Social Media Marketing for Law Firms Summit
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Creating and Implementing Microsites - BDI 5/9/13 Social Media Marketing for Law Firms Summit

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Case Study: Creating and Implementing Microsites …

Case Study: Creating and Implementing Microsites
Learn about one Firm's approach to leverage existing content and position key attorneys as thought leaders in their respective fields of practice. The presentation will address how to build and implement a social media strategy that will serve as a valuable resource for target audiences.
Presented by: Jennifer Bankston, Chief Marketing Officer, Labaton Sucharow LLP

www.bdionline.com

Published in: Business, News & Politics

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  • 1. © 2013 Labaton Sucharow LLP. All rights reserved.Case Study:Creating and Implementing MicrositesBDI – Social Media Summit for Law FirmsPresented by: Jennifer S. Bankston, CMO, Labaton Sucharow LLPMay 9, 2013
  • 2. 2© 2013 Labaton Sucharow LLP. All rights reserved.“20% of enterprises that employ social mediabeyond marketing will lead their industries inrevenue growth by 2015” – GartnerSocial Media is a part of the mix; it is not the solutionBUT, MORE IMPORTANTLY,REMEMBER…
  • 3. 3© 2013 Labaton Sucharow LLP. All rights reserved.Who We Are• One of the oldest, largest and mostsuccessful firms specializing insecurities and complex litigation• Recovered more than $2 billion forinvestors in 2012• We vigorously fight for shareholderrights and seek to implementcorporate governance reforms• More than 100 attorneys, plus:– professional investigators/forensicaccountants– securities/financial analystsMarketing, businessdevelopment and publicrelations are criticalcomponents to help keepus positioned among thetop in our key fields
  • 4. 4© 2013 Labaton Sucharow LLP. All rights reserved.What Was Our Challenge?• Challenge = Effectively present our attorneys’ thought leadershipto our target audiences• Solution = Marrying our strong integrated approach to marketing,business development and PR• Solution = Developing a collection of insights + analyses thatwere relevant and tied to our brand
  • 5. 5© 2013 Labaton Sucharow LLP. All rights reserved.Content Marketing PlanningDevelop creativecompetence (authenticity,storytelling, and artistic vision)Hone technical skills(especially video production)Enable and support360-degree environment insocial-media usageCoordinate and channelactivities within span of controlUnderstand cross-platform dynamicsand what causesmessages to go viralBuild and sustain abody of social followersBalance verticalaccountability andhorizontal collaborationLeverage social media forkey business functionsMonitor dynamics ofsocial-media industryUnderstand culturaland behavioral impactCreate resonance viaselective replies/linkingMake sense of the noisethrough intelligent filteringSource:McKinsey
  • 6. 6© 2013 Labaton Sucharow LLP. All rights reserved.Assessing Your Social Media ToolsFactors to Consider:• Who is your audience?• Does your story matter toyour audience?– Timing– Perception• Have you identified the rightplaces to tell your story?
  • 7. 7© 2013 Labaton Sucharow LLP. All rights reserved.Average Time Spent Per Day with Major Mediaby US Adults, 2009-2012 (in minutes)Today, the numbers tell us somethingdifferent about reaching our audience(s)2009 2010 2011 2012TV 267 264 274 278Online 146 155 167 173Radio 98 96 94 92Mobile (nonvoice) 22 34 54 82Print* 55 50 44 38Newspapers 33 30 26 22Magazines 22 20 18 16Other 44 47 45 36Total 632 646 678 699Note: time spent with each medium includes all times spent with thatmedium, regardless of multitasking; for example, 1 hour of multitasking ona PC while watching TV is counted as 1 hour for TV and 1 hour for online;*offline reading onlySource: eMarketer, Oct 2012 146097 www.eMarketer.com
  • 8. 8© 2013 Labaton Sucharow LLP. All rights reserved.• In order to meet our goals, we decided to create twomicrosites as a way to display and organize our attorneys’publications• Why? EmailsCallsVisibleArticlesConferencesTweetsOur Solution: Part 1
  • 9. 9© 2013 Labaton Sucharow LLP. All rights reserved.
  • 10. 10© 2013 Labaton Sucharow LLP. All rights reserved.Case Studies• Let the photo be the doorway and the words that follow be thefoundation of the house• Our Solution: Implementing our Knowledge Network and Eyeson Wall Street
  • 11. 11© 2013 Labaton Sucharow LLP. All rights reserved.
  • 12. 12© 2013 Labaton Sucharow LLP. All rights reserved.
  • 13. 13© 2013 Labaton Sucharow LLP. All rights reserved.
  • 14. 14© 2013 Labaton Sucharow LLP. All rights reserved.
  • 15. 15© 2013 Labaton Sucharow LLP. All rights reserved.
  • 16. 16© 2013 Labaton Sucharow LLP. All rights reserved.
  • 17. 17© 2013 Labaton Sucharow LLP. All rights reserved.Sharing
  • 18. 18© 2013 Labaton Sucharow LLP. All rights reserved.Our ResultsSample leveraging ofKnowledge Network:• Public Relations• Meetings• Conferences• Other Activities
  • 19. 19© 2013 Labaton Sucharow LLP. All rights reserved.Our Solution: Part 2 – Social Media PlanTo maintainposition as leadersin our spaceBuild a good networkof followers; start withjournalist list,fellow speakersFind mediaopportunitiesi.e.: speaking, writing,appearances, meetingswith journalists/mediaIncrease relevant,targeted profile trafficMission: Why arewe doing this?Goals: What do wewant to accomplish?Strategies: How will weachieve our goals?Follow reporters, thoughtleaders, organizationsrelated to our “mission”Substantive content;frequency (at leastx times/week/account)Social media engagementwith followers and peoplewe wish to be followersEngage with high-caliberTweeters based on Klout;participate in discussions toserve as a thought leaderTweet links directing toyour site when possibleMeasure and reviewanalytics; adjust strategy
  • 20. 20© 2013 Labaton Sucharow LLP. All rights reserved.Integrating other social media platforms (Beta)Our Solution: Part 2 – Social Media Plan (cont’d)
  • 21. 21© 2013 Labaton Sucharow LLP. All rights reserved.• Create an editorial calendar– Plan a month or more in advance– Ensure you are covering multiple platforms and formats– Repurpose content• Twitter can get news out instantly• So timing is key– What can the marketing department tweet without approval?– What type of tweets must be approved in advance?– What should be the channel of approval?Editorial Calendar and Internal Approval Process
  • 22. 22© 2013 Labaton Sucharow LLP. All rights reserved.Take Away Tips –Creating and Implementing a Social Media Plan• If your goal is to be an industry leader,think about what you would want to read• Aim for personalized, unique contentthat is informative, provides advice and educates• Create an editorial calendar/daily log• Coordinate with PR campaigns and relevantmarketing and business development activities• Establish best practices and analyze metrics to assess engagementlevels – measure, analyze and adapt across all platforms
  • 23. 23© 2013 Labaton Sucharow LLP. All rights reserved.Your Homework / Q&AWhat are your goals?• Who are your audiences?• How diverse are your content topics?• What type of resourceare you looking to be?
  • 24. 24© 2013 Labaton Sucharow LLP. All rights reserved.Contact InformationJennifer S. BankstonCMO, Labaton Sucharow LLPEmail: jbankston@labaton.comTwitter: @Jenn_BankstonLinkedIn: www.linkedin.com/pub/jennifer-s-bankston/46/a80/753/