Using Facebook to Grow Your Law Firm

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Webinar presented by Dave Kerpen for the International Lawyers Network on January 19, 2011.

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  • Vin Diesel has 19,061,630 fans on FB
  • Warshafsky Law Firm…based in Milwaukee, Wisconsin…218 likers
  • Haymond Law Firm based in the Northeast/Mid-Atlantic US area…3224 likers
  • Using Facebook to Grow Your Law Firm

    1. 1. International Lawyers Network January 19, 2010 @DaveKerpen, CEO, @LikeableMedia Using to Grow Your Law Firm
    2. 2. our heritage
    3. 3. meet Likeable Media’s clients *partial list
    4. 4. Likeable Social Media, the book (May 2011, McGraw-Hill)  
    5. 5. 3 warnings <ul><li>Social media is not free. </li></ul><ul><li>Social media will not bring you instant results. </li></ul><ul><li>Social media cannot make up for a bad product or service . </li></ul>
    6. 6. like is the new link
    7. 7. it’s not about you…
    8. 8. Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on (& other social networks) 18 ways…
    9. 9. <ul><li>listen first and never stop listening </li></ul>
    10. 10.
    11. 11. 2. way beyond women 25-54: define your target audience better than ever before
    12. 12.
    13. 13. 3. think like your customer and be “likeable”, literally
    14. 14.
    15. 15.
    16. 16. 4. convert your current customers to like you first
    17. 17.
    18. 18.
    19. 19. 5. engage!
    20. 20.
    21. 21.
    22. 22. 6. respond quickly to all of the bad comments
    23. 23. 01/20/11
    24. 24.
    25. 25. 7. respond to the good comments too, in your brand voice
    26. 26.
    27. 27. online influencers… the new celebrities?
    28. 28. 8. be authentic (and even vulnerable!)
    29. 29.
    30. 30. 9. be honest & transparent
    31. 31.
    32. 32. 10. should you ask a lot of questions?
    33. 33. in a recent study, Likeable Media looked at status updates that… 1. Pose a question or challenge directly to fans (ex: “what’s your favorite type of flower?” or “fill in the blank: summer is _____”)
 2. Ask fans to “like” it (ex: “Like this status if you’re ready for the weekend!”) 3. Announce winners of a Facebook-hosted contest or sweepstakes (ex: “Congrats to Devin Sugameli, winner of a $25 gift card from us!”) 4. Include “everything else” – all remaining status updates that didn’t fit any of the above categories
    34. 34. Likeable Media found the following… <ul><li>• In 100% of cases, engagement rates for posts that asked fans to “‘Like’ this” were up to 5.5 times (on average 2.7x) higher than those for “other updates”.* </li></ul><ul><li>In 9 out of 10 cases, status updates that posed a question directly to fans were 2-6 times as engaging as “other updates”. </li></ul>
    35. 35.
    36. 36. 11. provide value (yes, for free!)
    37. 37.
    38. 38. 12. share stories (stories are social currency for companies)
    39. 39.
    40. 40. 13. inspire your customers to share stories
    41. 41.
    42. 42.
    43. 43. 14. integrate social media in the entire customer experience
    44. 44.
    45. 45. 15. use social network ads carefully & efficiently
    46. 46.
    47. 47.
    48. 48.
    49. 49. 16. admit when you f—k up - & then leverage it
    50. 50.
    51. 51. 17. consistently deliver excitement, surprise, & delight
    52. 52.
    53. 53. free chillzones
    54. 54. 18. don’t sell! just make it easy & compelling for customers to buy
    55. 55.
    56. 56. but how do we get started today?
    57. 57. facebook: profiles If you can add a business as a “FRIEND”, it’s not properly set up on Facebook. Individual profiles are for Individuals.
    58. 58. facebook: groups Groups are organized around common interest. Limited functionality, but able to organize large groups of people. Can be public or private.
    59. 59. facebook: fan pages Established for businesses: Become a LIKER Completely public, don’t need to be a member of Facebook to view HIGHLY functional.
    60. 60. facebook: community pages
    61. 61. facebook: the 5 most engaging status updates
    62. 62. if 18 rules is too much to remember… Listen Up! Be Transparent! Respond to Everyone! Just Be Likeable!
    63. 63. thank you / grand prize / I love feedback Likeable.com Engage with us @LikeableMedia on Twitter Ask us questions @ Facebook.com/LikeableMedia Or, email me anytime dave@likeable.com
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