Topics include: -Social media strategy and tools like blogs, etc. -Economic impact of online marketing on firm growth and profitability -Appropriate expectations for blogging and social media -How social networking is being used to build relationships and drive word-of-mouth -Leveraging or repurposing your work product to maximize time and create efficiencies -Recommended strategies and tools you can use

1. Follow Hinge:
Blogging for Clients: @HingeMarketing
How Online Relationships Lead Subscribe to our Blog:
to Real World Clients Hingemarketing.com/blog

2. Today’s Hashtag
› Chat live on Twitter:
#blog4clients

3. Meet the Presenters
Lee Frederiksen, Ph.D.
www.hingemarketing.com/newbook
Managing Partner, Hinge Marketing
lfrederiksen@hingemarketing.com
Linkedin: in/leefrederiksen
About Hinge:
www.spiralingupbook.com
Hinge is a leading branding and marketing
firm for professional services. Our variety of
services include research, strategy and
creative. We also specialize in online
marketing.

4. Meet the Presenters
Kevin McKeown, Esq.
President, LexBlog, Inc.
kpm@lexblog.com
Twitter: @kevinmckeown
Linkedin: in/kevinmckeown
http://www.leadershipcloseup.com/
About LexBlog:
LexBlog was one of the first companies to
embrace and advocate social media
technology as a practice development tool for
attorneys. Today, LexBlog is helping more
than 7,000 lawyers & other professionals
create powerful, robust online identities that
enhance reputations and ultimately help
generate more work.

5. Agenda
› The economic case for online marketing
› How trust is developed online
› Developing your strategy and tools
› Implementing your plan

6. New Study for Professional Services
500 firms
20
319 average employees
Top Experts
$53,929,835
average revenue

7. Online Leads Drive Growth

8. Online Leads Drive Profit

9. Key Statistic
› 78% of Executive-level buyers go online to search for
outside legal, accounting & consulting professionals.
Source: Greenfield Belser
Law Perspective
› 40% of legal professionals surveyed said blogging &
social networking initiatives have already helped their
firms bring in new work. Source: ALM Legal Intelligence
› 55% of in-house counsel say a law firm's blog influences
hiring decisions. Source: InsideCounsel, Zeughauser & Greentarget
› 84% of in-house counsel perceive law blogs as credible.
Source: InsideCounsel, Zeughauser & Greentarget

10. The New Buyer
› Digital Native
› Time Pressured
› Free Education
› Transparency Expectation
› Collapse of Geography

11. TWO MARKETING MODELS
VS.

12. Traditional Model of Trust
1 You meet someone
2 You develop a relationship
3 They trust you
4 You get a new client

13. New Model of Trust
1 Someone finds you for a reason
2 Your work is helpful and valuable
3 They trust you
4 You get a new client

14. Communication Ecosystem: Web, social, mobile, search
Source: http://www.edelmandigital.com/2012/06/26/from-islands-
to-ecosystem/

15. Online Tool Effectiveness

16. The Content Marketing Model

17. Inside Online Marketing

18. How Do You Get Your Best Work?
relationships and word of mouth

19. Listen before you talk

20. Seven Big Picture Points

21. Social networking is about cultivating a more
powerful online persona

22. Complimentary Online Review
 What we’ll cover:
– Your current online activities
– Suggestions for improvement
– New strategies to consider
Contact LexBlog: Contact Hinge:
kpm@lexblog.com lfrederiksen@hingemarketing.com

23. Thank you! Questions?
Lee Frederiksen, Ph.D. Connect with Hinge
Managing Partner, Hinge Marketing
lfrederiksen@hingemarketing.com www.hingemarketing.com/blog
www.twitter.com/HingeMarketing
www.hingemarketing.com
www.facebook.com/HingeMarketing
703.391.8870
www.linkedin.com/companies/Hinge
Kevin McKeown, Esq. Connect with LexBlog
President, LexBlog, Inc.
kpm@lexblog.com
http://www.leadershipcloseup.com/ lxbn.lexblog.com
https://twitter.com/kevinmckeown kevin.lexblog.com
www.lexblog.com services.lexblog.com
206.890.6858 twitter.com/LXBN
facebook.com/TheLexBlogNetwork