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Digital Communications and the legal world

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An overview of how digital communications is impacting on the digital world

An overview of how digital communications is impacting on the digital world


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  • JOKE: And certainly don’t listen to any dodgy PR agency trying to sell you a digital programme
  • Transcript

    • 1. Social Media: How To a) effectively channel the power of the internet and communications tools for your business b) develop your international communications strategy Kevin Read, Managing Director Bell Pottinger Business & Brand
    • 2. Agenda
      • Reputation
      • The communications revolution
      • The impact of the internet
      • Understanding Social Media
    • 3. A Law Firm’s Reputation: What Makes It And Breaks It?
    • 4. “ A reputation for a thousand years may depend upon the conduct of a single moment.” Ernest Bramah, 1936
    • 5. Reputation What you say, what you do, what others say about you
    • 6. Corporate Reputation
      • A firms corporate reputation is defined by:
        • The cases it wins and loses
        • CSR and community work
        • Leisure activities
        • Marketing department
      “ London’s legal community yesterday smashed its own fundraising record by £20,000, generating £380,000 for the London Legal Support Trust. Over 4,000 members of the legal profession, including The Lawyer’s entire editorial team, took part in the annual London Legal Sponsored Walk, a 10k jaunt around central London.”
    • 7. Legal World
      • There are many factors which determine a firm’s reputation in its industry:
        • League tables
        • Awards
        • Lawyer rankings
        • Submissions
        • References
      The British Legal Awards set out to celebrate the achievements of those law firms, teams and individuals who have performed outstandingly during the most challenging business environment for a generation. Published for over twenty years, the Legal 500 Series provides the most comprehensive worldwide coverage currently available on legal services providers, in over 100 countries.
    • 8. Partners
      • The actions of seniors partners and associates has an important impact:
        • Professional networks
        • Social activities
        • Personal life
      A law firm partner who supplied drugs to an overdose victim was yesterday spared jail. Grant O’Connor, 37, gave cocaine to four men at the offices of Allan McDougall and Co. Scaffolder David Norris, 25, later died in a friend’s home.
    • 9. Recruitment
      • A firm’s ability to recruit and retain the very best staff is vital:
        • Law schools
        • Academic networks
        • Training and development
        • Recruitment firms
      The Times Top 100 Graduate Employers reveals Britain's most respected and sought–after graduate employers in 2009. It is compiled from research with over 16,000 graduates who left university this summer. Career lectures provide Law firms with the opportunity to speak directly to the students, highlighting the key aspects of the industry and in particular the benefits of working within a their particular company, including the many paths they make choose to take in their career.
    • 10. Reputations …
        • Lie with your clients
        • Belong to those who have knowledge of your firm
        • Are highly subjective, no two people have the same view
        • People reach conclusions via an exposure to a variety of routes
        • Impressions change subtly and imperceptibly and are influenced by competitors
        • Now significantly enhance by social media
    • 11. The Communications Evolution
    • 12. The Communications Evolution
    • 13. The Impact Of The Internet On Communications
    • 14. “ The online community is the largest, most honest and unselfconscious focus group in the world” Nicholine Hayward
        • “ The Internet is the most powerful social utility the world has ever seen”
        • Jonathan Schwartz
    • 15. The Impact Of The Internet On Communications
      • In today's fragmented world you can never control your brand
      • A societal shift from reference to deference means peers are a now a more important source of information than expert opinion
      • The internet enables peers to share information and interact in many more ways than they could before
    • 16. New Pointers
      • Communications specialists are now presented with more doors to unlock, more rooms to explore and more people to meet and understand
      • To do so we need to adopt a multi-faceted approach to communications so that we reach and influence as many people as possible
      • And carefully tailor message after message, for segment upon segment
    • 17. Joining The Conversation
      • After all…
      • If you’re not part of a conversation then you can't have any
      • influence on it
      • And…
      • If you can't control your brand what else is there to do?
    • 18. The Six Intents Self expression Entertainment News Information Community / Communication Transactional
    • 19. The Six Intents Self expression Entertainment News Information Community / Communication Transactional
    • 20. The Six Intents Self expression Entertainment News Information Community / Communication Transactional
    • 21. The Six Intents Self expression Entertainment News Information Community / Communication Transactional
    • 22. The Six Intents Self expression Entertainment News Information Community / Communication Transactional
    • 23. The Six Intents Self expression Entertainment News Information Community / Communication Transactional
    • 24. The Six Intents Self expression Entertainment News Information Community / Communication Transactional
    • 25. The Brain of the Communicator: 2009
    • 26. Social Media: What Is It? What Is It All About? Is It Important?
    • 27. What Is Social Media? “ Social media is content created by people using highly accessible and scalable publishing technologies.” Wikipedia   “ Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content.” Bottle PR     “ S ocial media incorporates the online technology and methods through which people can share content, personal opinions, swap different perspectives and insights into world issues and generally discuss the evolution of media in itself.” Big mouth Media
    • 28. The Media vs Social Media
      • Many differences between traditional and social media
      • Yet, both enable us to perform our fundamental role
        • To influence or change someone’s behaviour
    • 29. How Does ‘The Old’ Fit With ‘The New’?
      • While social media enables you to go directly to the end client
      • You run the risk of a client backlash, e.g. ‘another corporate sales pitch’
      • Therefore, you still need the power of third party endorsement
      • And press coverage to generate a buzz and drive search
    • 30. More Bites At The Cherry
      • Social media is not an alternative to traditional media
      • It’s a new and powerful communication that opens new doors as well as supports traditional media
      • We can now use traditional media, plus:
        • Online media
        • Digital TV and radio
        • Bloggers
        • Social network users
        • And many more…
      • The key question is:
      • How do you do it?
      • And most importantly, how do you what’s effective and what’s not?
    • 31.
      • “ With every business now being a digital business – even a side-street hairdresser will have its customers comparing notes about it online – they have to engage.”
        • Peter Whitehead, Editor of FT Digital Business
      • “ The boardroom doesn’t get it. They see IT as a tool. But IT has escaped the toolbox and is affecting their business, in terms of work expectations, channel to market, feedback, and others. The secret is communities – work out how they work and tap into them.”
        • Steve Prentice, Gartner IT Consultancy
      Who Else Agrees?
    • 32. Social Media Communications: Where To Start?
    • 33. The Tool Kit
    • 34. Listening To Your Audience (i)
      • Listening should always be the first port-of-call
        • What is being said and by who?
        • Where are they saying it?
        • How are they getting the information across?
        • Are they influential?
      • To ensure nothing is missed you need to monitor 24-7, around the world
      • But this can be time-consuming and costly
      • And you can’t always tell if it is worth responding to
      • Some things that might help:
        • RSS
        • Google / Bing alerts
        • Technorati / BackType
        • BoardTracker / BoardReader
        • Monitter / Tweetdeck
        • Netvibes / Feedly / Google
    • 35. Listening To Your Audience (ii)
    • 36. Understanding Your Audience
      • So you’ve heard something…
        • Is it a ‘drop in the ocean’?
        • Or is it gaining traction within an influential network?
        • Does it warrant a response?
        • If so, what should you say and how should you say it?
      • Too many questions?!
      • Getting it right can be make or break
      • To do so you need to understand more about your audience
      • Luckily they are the most honest and unselfconscious focus group you will ever meet…
    • 37. Understanding Your Audience
      • Get some Google Juice!
      • Office for National Statistics:
        • 65% of UK households have access to the web (14.46m)
        • Many more have access at work, school and via mobiles
        • Google has approximately 80% of the search market, at least in the UK
        • Search is the most popular online activity after email
      • Therefore, Google covers a lot!
      • Some useful tools:
        • Google Insights for Search
        • Google Trends
        • Google KeyWord
        • Quarkbase
        • Quantcast
        • Alexa
        • Compete
        • Muckety
    • 38. Understanding Your Audience
    • 39. Google Insights For Search
    • 40. Planning Your Approach
      • You’ve come to terms with your audience and now know:
        • The different segments which make it up
        • The channels that they use
        • The influencers and gatekeepers
        • Their peer networks
        • Where they get their information from
    • 41. Planning Your Approach
      • Key considerations:
      • How will a social media campaign support traditional media relations?
      • And is there any crossover with your sales and marketing teams?
      • So…
      • Is it worth ‘doing social media’?
      • Don’t do it for the sake of doing it!
      • You’ll waste time and money
      • And it could be incredibly embarrassing
    • 42. Who Gets It?
    • 43. And Who Doesn’t?
    • 44. Getting The Messaging Right
      • Multi-faceted communications approach
      • Tailor different messages for different segments
      • What makes your audiences tick?
      • Provide rich multi-media content
        • Video, audio, images Encourage sharing via social bookmarking
      • Create editorial programme for YouTube
      • Create debate and problems to solve
      • Encourage crossover between all online communities
      • Put your brand at the heart of all communications
    • 45. Contemporary Tools
    • 46. Web Map: Allen & Overy
    • 47. The Digital Circle 3. Engage, Interact & Respond 4. Monitor, Measure & Evaluate 1. Planning 2. Content Creation & Delivery Video Social Networks Wiki Blogs Social bookmarking Twitter Online Media
        • Forums
    • 48. The Digital Circle Explained
      • Snapshot of what client’s social media environment should look like
      • The client’s website sits at the heart of all communications (traditional and online)
      • Online community is currently interacting within each social medium, but:
        • Little crossover between channels
        • Not enough information provided, particularly rich multimedia content
      • Bell Pottinger can help to integrate and stimulate the social media circle by:
      • Planning – which channels and forms of communication are best for the community
      • Create content – news/information/competitions etc. distributed via digital press releases
      • Engaging, Interacting, Responding – provide information and explanation, voice opinion, respond and encourage community to do same with peers
      • Monitoring, Measuring ,Evaluating – use WebMaps/RSS/monitoring software to identify chatter/new users and channels etc. and adapt strategy if necessary
    • 49. Digital Press Release
      • Designed for online community
      • Rich multimedia content
        • Bullet pointed news section
        • Dedicated quote section
        • Hyperlinks
          • Social networking
          • Neutral information
        • Downloadable video, audio and images
        • Embedded YouTube footage
        • Win-zipped image library
        • Social bookmarking tags
          • Technorati
          • Delicious
          • Digg
    • 50. The Digital Legal Landscape
    • 51. Legal blogs and gossip websites
      • Alex Aldridge stated in Legal Week earlier this year that: “the huge success of sites such as Roll on Friday, the City law gossip website, and the US self-styled ‘legal tabloid’ Above the Law, sites that due to their popularity have morphed into proper websites.”
      • The online conversation between legal professionals is on the increase and the use of social media in the legal community is also rising steadily.
    • 52. Personal Professional Clients International Firms National Students Legal News Specific Groups Gossip Immediacy, Accuracy, Accountable, Speed of news/ gossip, Response
    • 53. Legal blogs and gossip websites
      • Websites such as Roll on Friday provide news, views and gossip on the legal profession that aims to promote communication through reader contribution, specifically through online comments.
      • These online resources are enabling legal professionals to share information and broaden knowledge in their field, whilst forming new approaches and opinions on current topics that can benefit their careers.
      • Larger social media platforms, such as Twitter, are already providing space for similar conversations, further connecting the customer with businesses.
      • The feedback gained through online conversations provides a significant opportunity for law firms to begin online relationships potential customers.
    • 54. How it works
      • Links can be shared to legal information online, communicating breaking news and current topics that would not have otherwise been easily accessible to the public.
      • This provides the platform for conversation with new potential clients and allows the sharing of ideas, creating new relationships.
      • The system would maintain the current communication channels, encouraging outsiders to become part of a legal community and voice their opinions while learning from an existing wealth of online information.
    • 55. The International Landscape (i)
      • Messages, good or bad, can now be rapidly spread through a large or small number of internet users to the other side of the world.
      • Information can be translated into numerous different languages so that the transition from source to end user is even faster.
      • Information can follow both formal and informal routes, reaching a wide demographic of people with the potential to affect each individual or group differently.
      • A status update on one of the many social networking sites, or a blog comment can easily lead to misinterpretation and eventually damage business reputation.
    • 56. The International Landscape (ii)
      • A milestone was reached when the one billionth internet user went online in 2005 and has grown at a rate of around 18% per year since.
      • Alongside the falling cost of computers and growing Internet networks, the number of Internet users is rising, especially in poorer countries, further adding to the power of online communication.
    • 57. Impact On The Legal Sector (iii)
      • The largest demographic on twitter is made of ‘adult males 34-44…an extremely attractive demographic to almost any business’ ( Social Media for Lawyers: Twitter edition).
      • As a result of the increased popularity of twitter there have been numerous articles released on legal blogs and websites, focusing on it and other digital communication tools, many of them lamenting the failure of law firms and lawyers to adopt the new systems and reap their benefits.
    • 58. Impact On The Legal Sector
      • An article featured in Legal Week , written by Larry Bodine entitled ‘Social Club’ provides and overview of the various social media tools available to lawyers and law firms.
      • For Bodine, Twitter is useful as a supplemental marketing tool. It is also useful to monitor your own name and firm name.
      • Furthermore, he notes the power of Facebook for recruitment but stresses that in his opinion LinkedIn is the most powerful tool.
      • According to Stemlegal.com 840,000 lawyers have LinkedIn profiles; making it another powerful resource for recruitment, networking and legal conversation.
    • 59. Contact: Kevin Read Managing Director Bell Pottinger Business & Brand 5th Floor Holborn Gate 26 Southampton Buildings London WC2A 1BP Tel: 020 7861 2506 Email: kread@bell-pottinger.co.uk