Social Network Presentation (2010)


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An overview of social media tools for law firms and attorneys

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  • Quickly go over popular social networks
  • Popular social networking sites. These are used more for connecting with family and friends but can be a great resource for business
  • – connect w/ existing contacts and people you meet at events. It is more personal so people feel like they get to know you better. Groups such as alumni networks. Same concept and technology as LinkedIn
  • Twitter is a “micro-blog”. Messages are “tweets” and can only be up to 140 characters long. You can follow anyone and they can follow you (as long as not blocked).
  • Following: Alumni groups, professional organizations, publications, industry consultants. Search: Use advanced search. Twitter is great if you are an active speaker, writer, blogger, networker who can tweet about upcoming projects, etc.
  • Can be great for BD – especially if you like to write. Most time consuming. Must be dedicated and post regularly.
  • John: how are attorneys using LinkedIn to build their professional networks? John: talk about your experience with FB - has it been helpful in growing your professional network? John: how are lawyers and law firms successfully using Twitter? John: why should lawyers be familiar with these tools and begin using them?
  • Social Network Presentation (2010)

    1. 1. Social Networking A New Marketing Tool PRESENTED BY Katherine Wilson Sr. Manager of Client Development Troutman Sanders LLP
    2. 2. What is Social Networking?
    3. 3. <ul><li>Social Networking: Focuses on building online communities of people who share interests and/or activities </li></ul><ul><li>Web 2.0: Second generation of Web development, facilitates communication, information sharing, interoperability, and collaboration (social networking, video-sharing, wikis, blogs, tagging) </li></ul><ul><li>Social networking is one part of an overall marketing and business development plan </li></ul><ul><li>Similar to traditional networking, social networks help you listen , collaborate , showcase your experience , and develop relationships </li></ul><ul><li>“ It’s not what you know, it’s who you know” </li></ul>Web 2.0 & Social Networking
    4. 4. <ul><li>Enhance Relationships: Make personal connections with existing contacts and strengthen your relationships </li></ul><ul><li>New Relationships: Gain “warm” introductions to new contacts via mutual contacts </li></ul><ul><li>Minimal Financial Cost: Typically free outside of your time investment </li></ul><ul><li>Online Presence: Be where your clients are – you are essentially creating your online brand </li></ul><ul><li>Flexible: You set your own deadlines and determine your involvement </li></ul><ul><li>Fun: Friendly and less formal way to stay in touch </li></ul><ul><li>Results: Social networking is an efficient platform that can eventually lead to new clients, requests for media interviews, speaking engagements, referrals and professional opportunities. </li></ul>Benefits of Social Networking Benefits of Social Networking
    5. 5. What is LinkedIn? What is LinkedIn?
    6. 6. What is LinkedIn? <ul><li>Definition: A free (with option to upgrade) business-oriented social networking site focused primarily on professional networking; shows how you are “linked” to someone through your contacts </li></ul><ul><li>Purpose: To allow registered users to maintain and grow a list of business contacts they know and trust (i.e. “connections”); users can invite anyone (whether a site user or not) to become a connection </li></ul><ul><li>Growth: As of February 2009, it had more than 35 million registered users, spanning 170 industries. Over 565 Troutman attorneys have joined. </li></ul><ul><li>Leads: Use to find connections and professional opportunities; join relevant discussion groups </li></ul><ul><li>Introductions: Search for a company or individual and determine who you know that can provide a warm introduction </li></ul>What is LinkedIn?
    7. 7. How Do Attorneys Use LinkedIn? <ul><li>Build Your Brand: Maintain a profile with practice experience </li></ul><ul><li>Connections: Build connections with past clients, colleagues, prospective clients, referral sources, etc.; your network of connections represents your real-world relationships and increases your exposure </li></ul><ul><li>Recommendations: Promote clients and peers by “recommending” their business and hope they will return the favor to offer third party validation </li></ul><ul><li>Research: Find additional information on prospects </li></ul><ul><li>Join or Create a Group: Allows for interaction among professionals with common interests and group discussions (i.e. Troutman Sanders Alumni Group) </li></ul>How Do Attorneys Use LinkedIn?
    8. 8. How Do Attorneys Use LinkedIn? <ul><li>Add Your Picture: Adding your picture helps you stand out among the large list of faceless wannabe experts </li></ul><ul><li>Use Your Headline to Tease Your Story: Your headline is your first shot to make a meaningful connection with people who find you on LinkedIn. Use it to describe how you solve problems </li></ul><ul><li>Make Your Summary More Efficient: Bullets are a great way to make the eye stop on key points of information. Keep the bullets to under 10 </li></ul><ul><li>Flesh Out Your Bio: Anything and everything that can connect you to the people you want to reach is good to include on your profile </li></ul><ul><li>Be Social: Join groups, participate in discussions. Research questions and answer authoritatively   </li></ul><ul><li>Update Your Status Regularly: This is a great way to stay top of mind because your contacts will receive a notification every time your status is updated </li></ul><ul><li>Need Help? The TS Marketing Department can help you create your profile and expand your network </li></ul>Additional Tips for Using LinkedIn
    9. 9. What is Facebook & MySpace? What is Facebook & MySpace?
    10. 10. What is Facebook & MySpace? <ul><li>Definition: Social networking site for connecting and interacting with other people through networks organized by city, workplace, school and region </li></ul><ul><li>Purpose: Find and add “friends”, send them messages, and update your personal profile to notify friends about yourself </li></ul><ul><li>Cost: Free, option to purchase advertising </li></ul><ul><li>Focus: Used primarily as a social tool for staying in touch with friends and family, reconnecting with old contacts, posting photos, and playing online games </li></ul>What is Facebook & MySpace?
    11. 11. How Do Attorneys Use Facebook & MySpace? <ul><li>Personalize Your Profile: Be conservative and professional if using for business purposes; consider creating a separate page for business </li></ul><ul><li>More Personal and Intimate: The family photos, vacations and “what you did last weekend” give you an opportunity to connect personally </li></ul><ul><li>Find and Add Friends: Be selective in choosing your network of friends as they can be a reflection of you </li></ul><ul><li>Incorporate All Social Networking: Add twitter, RSS Feeds, and other social networking tools to use together </li></ul><ul><li>Join or Create Groups: Choose groups related to your hobbies and business interests </li></ul><ul><li>Attend or Create Events: Incorporate “real” networking by attending or inviting others to posted events </li></ul>How Do Attorneys Use Facebook & MySpace?
    12. 12. What Is Twitter? What is Twitter?
    13. 13. What Is Twitter? <ul><li>Definition: Free social networking and micro-blogging service where users send and read other users' updates known as “tweets” </li></ul><ul><li>Format: “Tweets” are up to 140 characters </li></ul><ul><li>Purpose for Businesses: Stay connected with other professionals with similar interests </li></ul><ul><li>Leads: Today’s “tweets” often become tomorrow’s blog posts, headlines in the newspaper or newsletters </li></ul><ul><li>Focus: Expand network and knowledge base – Twitter is most often used as a professional tool to learn about others and have them learn about you </li></ul>What is Twitter?
    14. 14. <ul><li>Networking: Find and “follow” people you would like to know better </li></ul><ul><li>Research: Stay current on an industry (consultants often post great “tweets” on the latest trends) </li></ul><ul><li>Profile: Update your profile for maximum marketability (i.e. create recognizable name, add your bio Web site address, etc.) </li></ul><ul><li>Promote Yourself: “Tweet” about your practice area or a particular industry; “tweet” about others to facilitate cross-selling </li></ul><ul><li>Use Advanced Search: Twitter’s advanced search function lets you find users within a certain distance, “tweets” on a certain topic, etc. </li></ul><ul><li>Tweetdeck: As you become more sophisticated, use this program to help you stay organized with posts and people </li></ul>Attorney Best Practices for Twitter Attorney Best Practices for Twitter
    15. 15. What Is Blogging? What is Blogging?
    16. 16. What Is Blogging? <ul><li>Definition: A type of Web site, usually maintained by an individual or group of individuals, with regular posts of commentary, events, graphics, links to other sites or video </li></ul><ul><li>Cost: There are free blogging services like “Blogger” and “Wordpress” and paid services like “Lexblog” (approx. $5,000 for the first year) </li></ul><ul><li>Leads: Tap into a specific group of people interested in your topic area, including prospective clients, the media and referral sources </li></ul><ul><li>Growth: The majority of AmLaw 100 law firms have at least one blog </li></ul>What is Blogging?
    17. 17. How Do Attorneys Use Blogging? <ul><li>Stay Focused: Focus on a specific area of expertise to define your role as a leader in that space </li></ul><ul><li>Write Often and Well: Keep it current, fresh, succinct and interesting </li></ul><ul><li>Be Unique: Share unique insight and perspective </li></ul><ul><li>Be Passionate and Fair: Show your enthusiasm, but don’t say anything you wouldn’t want used against you in the future </li></ul><ul><li>Read: Follow other blogs so you can reference them and stay current on “hot” trends </li></ul><ul><li>Integrate: Promote your blog as part of your ongoing communications with clients and contacts </li></ul><ul><li>Cross-sell: Blog about others and they will return the favor </li></ul><ul><li>Track: Track who is following you </li></ul>How Do Attorneys Use Blogging?
    18. 18. Social Networking Best Practices <ul><li>Focus: Identify your goals and research what sites your competitors, potential clients, and industry leaders use. Prioritize your efforts to focus on one or two platforms </li></ul><ul><li>Profile: Your online profile on these sites is your online business card – what you do impacts your brand and reputation </li></ul><ul><li>Be Committed: Don’t look for instant gratification. Social networking can connect you to many people at a time but you still have to build solid relationships </li></ul><ul><li>Prioritize: Figure out how social networking will coincide with other client development activities and look at how you can integrate your business development tools (i.e. “tweet” about a client advisory) </li></ul><ul><li>Give, Give, Give: Promote others and they will promote you. By being willing to help the other person first, you will become known as the go-to person, and your network will become very strong in the process </li></ul>Social Networking Best Practices
    19. 19. How Do Attorneys Use RSS Feeds? Web 2.0 Questions?