Social Media and Blogging for Lawyers

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  • - Highlight the biggest social media mistakes - Beware of what you outsource. Your voice is your reputation. Use a trusted and reputable vendor to ensure compliance with your state bar.- Be sure you approve all comments made on all social media platforms before they are posted by a vendor.- Refrain from making false, misleading blog post comments, website content, tweets, status updates, and client testimonials. Even if you’re not making the communication, you’re still responsible.- DOUse a trusted vendor for search engine optimization and blogging.- DOPost “attorney advertising” disclosures on blogs and websites—especially if your blog is associated with your website. DOBe careful when blogging about your cases. Your state bar may cite you for inappropriate advertising.
  • Social Media and Blogging for Lawyers

    1. 1. Maximum Exposure: Social Media Marketing for Lawyers 1 How Social Media Can Help You Attract New Clients December 9, 2013
    2. 2. Introducing Today’s Presenters Law Firm Marketing & Social Media Specialists Featured Presenters Jason Weingarten LexisNexis® Law Firm Marketing Solutions Product Manager Jason.Weingarten@LexisNexis.com Clay Cazier PM Digital Sr. Director, Search Strategy ccazier@pmdigital.com 2 How Social Media Can Help You Attract New Clients December 9, 2013
    3. 3. Agenda Today’s Topics: • Why Social Media Marketing Matters to Law Firms • Top 10 Tips for Social Media Lead Generation • Next Steps • Q&A 3 How Social Media Can Help You Attract New Clients December 9, 2013
    4. 4. Why Social Media Marketing Matters to Small Law Firms 4 How Social Media Can Help You Attract New Clients December 9, 2013
    5. 5. The Rapid Evolution of Blogging & Social Media 200 million 901 million 500 million 1998 2000 2003 2004 1994 First websites and blogs appear LinkedIn launch Google launch 2006 2010 Twitter launch Facebook launch Source: LinkedIn, Facebook, Twitter 5 How Social Media Can Help You Attract New Clients December 9, 2013 2012 Today • 901 million use Facebook • 200 million use LinkedIn • 500 million use Twitter
    6. 6. The Current Reality of Law Firm Marketing 3 out of 4 consumers seeking an attorney over the last year used online resources at some point in the process*. They look for legal services using search engines, websites, YouTubeTM, Facebook®, and other tools. *Based on a survey of 4,000 adult internet users (internet users comprise 78% of the US adult population** and the US adult population comprises 235 million according to the US Census 2010) conducted by The Research Intelligence Group (TRiG), March 2012. ** According to The Pew Research Center's Internet & American Life Project's Spring Tracking Survey conducted April 26-May 22, 2011. 6 How Social Media Can Help You Attract New Clients December 9, 2013
    7. 7. Decisions are Made Based on Social Media Social media is attracting more and more consumers searching for answers. 78% of business decision-makers search for lawyers online.1 74% 1 Source: Greenfield/Belser, 2010 2 Source: ODM Group, 2011 7 How Social Media Can Help You Attract New Clients December 9, 2013 of consumers are using social networks in some way to guide purchase decisions.2
    8. 8. Qualified Visitors Convert to New Business Use social media effectively to engage more prospects and drive more business. 50 percent of small law firms reported landing new clients as a result of their blog.* * Source: The American Bar Association’s 2012 Legal Technology Survey Report. 8 How Social Media Can Help You Attract New Clients December 9, 2013
    9. 9. Social Media Lead Generation Increasing Social Media Lead Generation Growing in 2012: LinkedIn, Facebook, and Twitter are becoming more useful ways to acquire customers with significant growth in 2012. Company blogs continue to be strong performers as 57% of companies have acquired a customer from that channel. * Source: The 2012 State of Inbound Marketing, HubSpot 9 How Social Media Can Help You Attract New Clients December 9, 2013
    10. 10. Spending Increase on Blogging and Social Media Small Businesses Spending More on Social Media in 2012: In 2012, small businesses (1 to 5 employees) plan to spend 43% of their lead generation budgets on inbound marketing (blogs, social media, search engine optimization). In contrast, in 2012, small businesses (1 to 5 employees) plan to spend only 14% of their lead generation budget on outbound marketing (direct mail, telemarketing, trade shows). * Source: The 2012 State of Inbound Marketing, HubSpot 10 How Social Media Can Help You Attract New Clients December 9, 2013
    11. 11. Top 10 Tips for Social Media Lead Generation 11 How Social Media Can Help You Attract New Clients December 9, 2013
    12. 12. 1. Identify Your Business Goals Start by identifying your business goals. Answer these critical questions to get started with your social media campaign: • • • • 12 For which area(s) of practice do I want to be known? In what geographies do I want to compete for business? Within social media, where do my likely clients “hang out”? What content do I have to offer that people will find valuable? How Social Media Can Help You Attract New Clients December 9, 2013
    13. 13. 2. Determine How You’ll Measure Success Before we talk tactics, let’s discuss a useful way to think about social media: social media as a sales funnel. less M a k e A w a r e Influence E d u c a t e more E n g a g e C o n v e r t R e v e r b less “Noise” more Artwork: getsatisfaction.com 13 How Social Media Can Help You Attract New Clients December 9, 2013
    14. 14. 2. Determine How You’ll Measure Success With this framework, we can now associate real value with common social media data points: Awareness & Education • # of visits • # of followers, likes, +1s, s ubscribers, etc. Engagement • # of page likes • # of retweeted posts • # of shares • # of inbound links • # of mentions • # of comments • # and quality of ratings Conversion • # of calls • # of forms submitted (lead gen) • # of site & store visits • # and AOV of purchases • # of downloads • Event Attendance Unfortunately, measurement will require an array of reporting tools: Google Analytics for your website/blog & G+, Facebook Insights, LinkedIn Analytics and Twitalyzer are among the best sources. 14 How Social Media Can Help You Attract New Clients December 9, 2013
    15. 15. 3. Select Relevant Topics to Engage Your Audience Audience Engagement can spring from many sources. • In social media, talk about problems you solve, not areas of practice (“hurt in a car crash” instead of “trial lawyer”) • Research what’s trending on social media, Google alerts, newspapers, and magazines and talk about it on your blog… then post to social media. • Ask a question based on a local or current event, like “What’s up with the way the Anaheim BOA treated M. Smith? No experience???” or “What do you think of the Trayvon Martin shooting?” • Post a picture with a yes/no question. • Create a Top 10 list about a recurring legal issues. • Create a regular feature. • Respond to your posts’ comments and comment on others’. 15 How Social Media Can Help You Attract New Clients December 9, 2013
    16. 16. 4. Have a Complete Social Media Strategy Maximize your investment and reach with a comprehensive social media presence (including blogging), designed to drive leads to the firm. HOW MANY OF THESE DOES YOUR FIRM HAVE?  A Blog – audience engagement is far easier to attain within a blog format than with a “traditional” website  Social Media Profiles – secure your firm’s reputation and engage consumers by creating business pages within Facebook®, Twitter®, Google+ and LinkedIn® that are all branded uniformly and linked to your website/blog.  Pinterest and Instagram are of value but, for most attorneys, should be a secondary focus.  A Content Plan and Calendar containing quality content in consumerfriendly language. Plan a quarter at a time.  Automated Sharing of Blog Content to social profiles and external sites  Website Analytics reporting traffic and leads by social media referrer.  Call Tracking Number and Custom Contact Form to track leads. 16 How Social Media Can Help You Attract New Clients December 9, 2013
    17. 17. 5. Best Way(s) for Attorneys to use a Firm Blog Own More of the Search Engine Results Page • Establish your firm as an authority on a specific legal topic • Post fresh content quickly • Target search rankings for “long tail” keyword searches (eg “Lake Street Accident Investigation”) • Participate in social media in a way you can more easily control • Create links pointed to the attorney’s primary website • Write about things attractive to influencers 17 How Social Media Can Help You Attract New Clients December 9, 2013
    18. 18. 6. Best Way(s) for Attorneys to use LinkedIn Social media channels can be used for varying purposes LinkedIn Make contact with business clients and potential clients, meet referral sources, market yourself with recommendations Top Tips • Make sure your personal profile is as complete as possible, including reference to your areas of practice. – • • • • 18 Pay attention to the Summary + Skills & Expertise sections Encourage all employees to do the same Ensure your Business Profile page is also as complete as possible, including your company logo and descriptions of your areas of practice under Products & Services LinkedIn Groups and Answers are good ways to show thought leadership. You must give something to get something. Frequently go through business cards you’ve collected and connect with them via LinkedIn How a Blog Can Help You Attract New Clients December 9, 2013
    19. 19. 7. Best Way(s) for Attorneys to use Facebook Social media channels can be used for varying purposes Facebook Be found where social media users spend the most time, collect fans and converse directly with your target audience Top Tips • • • • • • • • 19 Create a Facebook Business Page and populate all About and Location information Choose a cover photo that represents your firm’s areas of practice. It's the first thing people will see when they visit your Business Page. Post only as often as you have something unique to say or show (image/video). Generally, 3-5 times a week. It depends on market, but generally post in the afternoon (4-5pm). WednesdaySunday will generally be the best times to engage followers. Share photos and videos because they tend to be more engaging Ask questions or seek input Share exclusive information that people are likely to want to pass along to their friends Explore the options under the Build Audience button on your admin panel to find new “friends” How a Blog Can Help You Attract New Clients December 9, 2013
    20. 20. 8. Best Way(s) for Attorneys to use Twitter Social media channels can be used for varying purposes Twitter Position self as an information source, share your own content, attract followers Top Tips • • • • • • • 20 If anywhere in social media, consider tweeting under a personal profile here instead of a business profile. That means using your image instead of a logo. Tweet on the weekends Add links within Tweets to get higher Retweet rates Follow and Retweet local or topical influencers – you can find them using Advanced Search Share content that’s “behind the scenes” or to show things in development at your firm – photos work well Share things from your community Watch your Mentions tab and always respond to positive things people say about you. Carefully consider responses to negative tweets. How a Blog Can Help You Attract New Clients December 9, 2013
    21. 21. 9. What NOT To Do Some are common sense and some are funny, but all are important: • DO NOT mix business and personal accounts • DO NOT create false identities • DO NOT type in all caps – it’s considered shouting • DO NOT drink and post – Facebook & red wine do not mix • DO NOT post information or images that could embarrass you – even if you THINK it’s private • DO NOT self promote all the time (spam) • DO NOT post to other’s Facebook timelines (spam) • DO NOT share an idea without citing the source • DO NOT ignore comments/questions • DO NOT continue to reply to a negative comment thread. Some people can continue the argument forever and very publicly. Take it offline. 21 How Social Media Can Help You Attract New Clients December 9, 2013
    22. 22. 10. Research Ethical Considerations Advertising involves an active quest for clients, contrary to the tradition that a lawyer should not seek clientele. Learn: ABA Model Rule 7.1 (Communications Concerning a Lawyer’s Services) Learn : ABA Model Rule 7.2 Advertising 22 How Social Media Can Help You Attract New Clients December 9, 2013
    23. 23. Next Steps 23 How Social Media Can Help You Attract New Clients December 9, 2013
    24. 24. Next Steps Applying a few best practices can make you much more effective with social media. • Create a “To Do” list to keep yourself on track, put tasks on you or your assistant’s calendar • Use your posts to update, educate and stay in touch - not to market • Commit to updating regularly and maintaining conversations • Focus your content on the areas of law you practice • Write about the challenges facing your clients and potential clients • Use images & video, not just text. Nobody likes reading a wall of text 24 How Social Media Can Help You Attract New Clients December 9, 2013
    25. 25. Schedule Your Free Social Media Consultation + Evaluation • Compare your blog or website with those of competitors • Evaluate whether you are using the latest best practices • Learn how to measure ROI • Talk with a law firm marketing expert Receive your own, free, custom “Blogging & Social Media Grader Report Card” with your evaluation. To schedule your free evaluation today, please visit: www.lexisnexis.com/free-evaluation. MCGUIRE & ASSOCIATES LAW FIRM 25 How a Blog Can Help You Attract New Clients Questions? December 9, 2013
    26. 26. LexisNexis Martindale-Hubbell, martindale.com and the Knowledge Burst logo are registered trademarks, Martindale-Hubbell Peer Review Ratings is a trademark and Lawyers.com is a service mark of Reed Elsevier Properties Inc., used under license. Other products and services may be trademarks or registered trademarks of their respective companies. Copyright 2012 LexisNexis. All rights reserved. 26 How Social Media Can Help You Attract New Clients December 9, 2013 December 9, 2013

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