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23rd Annual AILA California Chapters Conference






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23rd Annual AILA California Chapters Conference 23rd Annual AILA California Chapters Conference Presentation Transcript

  • 23rd Annual AILA California Chapters Conference
    Social Media Panel—“The Pearl”
    Presented by: Nikki Mehrpoo Jacobson
  • I already havea web site… isn’t that enough?
  • Social Media Landscape
  • 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
  • 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
  • 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…”
  • General Tips for Using Social Media
    Start out small.
    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.
    Select and understand your target market.
    Be a good listener: take the time to hear what’s being said before jumping in.
    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.
  • General Tips (continued)
    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.
    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.
    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.
    Work smart: Google Alerts, you can set up a fairly sophisticated Internet listening program at virtually no cost.
    Measure your effectiveness.
  • Be Professional
    • Individual versus firm
    • Personal versus information
    • Add value to the discussion
    • Reference context of post
  • 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.
  • Regulate
    Do not make them hate you!
    Use Twitter and Facebookoften but don't bombard people's feeds
  • Be personable
    Operate on same level as your audience
    Be personable but professional
  • 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.
  • Tying Traditional Marketing to Social Media & Cross Marketing   
  • Social Media: The Usual Suspects
    • YouTube
    • Facebook
    • Myspace
    • Twitter
    • Del.icio.us
    • Digg
  • LinkedIn
    • 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
  • 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
  • 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.
  • 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
  • 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
  • Negatives
    Social Media takes up time.
    Social Media takes you away from other productive work.
    Without a strategy, it’s just typing.
    There are other ways to do this, however, more costly!
    Social Media does not replace customer service.
    Social Media does not replace marketing.
    Social Media opens the firm up to more criticism and griping.