23rd Annual AILA California Chapters Conference


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23rd Annual AILA California Chapters Conference

  1. 1. 23rd Annual AILA California Chapters Conference Social Media Panel—“The Pearl” Presented by: Nikki Mehrpoo Jacobson
  2. 2. I already have a web site… isn’t that enough? 2
  3. 3. Social Media Landscape 3
  4. 4. What is Web 2.0 (Social Media)? • What is Web 2.0? – The 2nd generation of the World Wide Web – Movement away from static web pages to dynamic web applications • Web 2.0 sites are Social Media that help us communicate A LOT faster! • “It’s Word-of-Mouth on steroids!” • Web 1.0: one way communication, static home pages, minimal multimedia, site as destination 4
  5. 5. How Can Social Media Help? • It can help you promote your law firm by: – Allowing you to easily manage individual or mass communication – Assisting you in managing your brand – Creating and presenting your business identity – Generating customer trust and loyalty • It can connect you with customers, vendors, and potential business partners • Spread the word about your business • Increase your credibility and relevance on the Internet 5
  6. 6. Top Social Media Mistakes • Not doing it – “I don’t have time…” • Not having a purpose + plan – Random, meaningless content • Being too promotional – Beware of the “Amway” guy • Not sticking with it – “I got busy…” 6
  7. 7. General Tips for Using Social Media 1. Start out small. 2. Clearly define your marketing objectives: Whether you want to improve awareness of your brand, listen for customer comments about your business, or track what your competitors are up to, it’s important to establish your objectives and focus on them. Otherwise, social media can be incredibly time-consuming. 3. Select and understand your target market. 4. Be a good listener: take the time to hear what’s being said before jumping in. 5. Think of social media as a conversation rather than a marketing vehicle: In many respects, social media is like a giant room with millions of people in it, talking about thousands of subjects. Your task is to locate the part of the conversation that matters to you and find a way to participate. And, just like a conversation in the real world, if you bully your way in and try to dominate, people will just turn away. 7
  8. 8. General Tips (continued) 6. Join in: You may as well participate, because the conversation goes on whether you choose to take part or not. By participating, you get to tell your part of the story. 7. Inform rather than “me-form”: When you encounter a post, or series of posts, that you can add value to, do it. But you would do well to think in terms of contributing to the conversation rather than making a blunt sales pitch. 8. Practice makes perfect: Refining your social media efforts by testing different ways to improve your engagement with agents and small business owners is a smart approach. Social media is definitely not a one-size-fits-all environment. Find what works best for you. 9. Work smart: Google Alerts, you can set up a fairly sophisticated Internet listening program at virtually no cost. 10. Measure your effectiveness. 8
  9. 9. Be Professional •Individual versus firm •Personal versus information •Add value to the discussion •Reference context of post 9
  10. 10. Build a relationship • If you use Twitter and Facebook, maintain a dialogue with your followers. Don't just broadcast headlines... • Converse and answer questions. They'll trust you more, and come to you with stories. 10
  11. 11. Regulate • Do not make them hate you! • Use Twitter and Facebook often but don't bombard people's feeds 11
  12. 12. Be personable • Operate on same level as your audience • Be personable but professional 12
  13. 13. Content and posting patterns • Establish a regular posting schedule. • Identity the optimal amount of content. • Variety works. • Conversational tone. • Use Web writing style, especially on the page wall. • Become a participant. 13
  14. 14. Tying Traditional Marketing to Social Media & Cross Marketing 14
  15. 15. Social Media: The Usual Suspects • YouTube • Facebook • Myspace • Twitter • Del.icio.us • Digg 15
  16. 16. LinkedIn • Linkedin.com • One of the oldest and most established social networking sites • Conservative • Business-oriented • Good search engine visibility • An easy entry-point for law firms • Historically - an online CV/bio • Link to firm website • An online rolodex • Ask questions/provide answers in the “Answers” section Law & Legal category • Improved functionality of groups several legal groups exist 16
  17. 17. Facebook What is it? Facebook is a social networking web site where users can join networks organized by city, workplace, school, and region to connect and interact with other people Why use it? Create a customizable presence for your business and connect with your customers on a more personal level How to use it? Go to Facebook.com and create a page for your law fimr, advertise your Facebook page and grow your connections 17
  18. 18. Twitter • What is it? Twitter is a service to communicate and stay connected through the exchange of quick, micro- messages • Why use it? Communicate with your customers about events, promotions, special offers, and more • How to use it? Go to Twitter.com and create a free account, grow your list of “followers” and start communicating with them via “Tweets” • “Blogging on Crack” Brief text messages of 140 characters or less. 18
  19. 19. Yelp What is it? Yelp is a social networking site that allows users to provide their reviews and opinions on restaurants, stores, and other businesses Why use it? Monitor your customer feedback and keep your business details up to date How to use it? Go to Yelp.com and look up your business to see what people are saying about you, use the user feedback to improve your business 19
  20. 20. YouTube What is it? YouTube is a video sharing web site where users can upload, view and share video clips Why use it? Upload videos about your products or services and embed your videos in your web site How to use it? Go to YouTube.com and sign up for a free account, start uploading videos and advertising your YouTube channel 20
  21. 21. Negatives 1. Social Media takes up time. 2. Social Media takes you away from other productive work. 3. Without a strategy, it’s just typing. 4. There are other ways to do this, however, more costly! 5. Social Media does not replace customer service. 6. Social Media does not replace marketing. 7. Social Media opens the firm up to more criticism and griping. 21