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MacLean Family Law - Social Media for Lawyers


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Innovation in a Boutique Family Law Firm - Reach out to your networks and leverage social media to communicate with potential clients and peers. Enter the world of Blogs, Facebook, Twitter, Linkedin and Search to gain clientele. Discover the benefits of opening a branch in a small town and being a "big fish in a small pond".

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MacLean Family Law - Social Media for Lawyers

  1. 1. Innovation in a Boutique Firm<br /><br />Presented by: Lorne MacLean MacLean Family Law GroupNov 2009<br />
  2. 2. Winner: 2003LMA Best of Show &quot;Most Innovative&quot; Award<br />MacLean Family Law Group Strategy:<br />Position ourselves as a niche firm in medium to high net worth family law practice <br />Rebrand to move upscale and get away from commoditization of family law fees ending up with repositioning in market place and identity change that won LMA best of show 2003<br /><br />
  3. 3. Benefits of opening a branch in a small town<br />Be a big fish in a small pond<br />2006<br /><ul><li>Keep an open mind and don’t let your ego block you from taking risks and thinking outside the box
  4. 4. We decided to accept files from a small North Eastern BC boom town called Fort St John BC and discovered more millionaires there per capita than Vancouver
  5. 5. We built a brand new office with no real competition – booming fees within days of opening</li></li></ul><li>It is clear that change is upon us and we need to embrace it and swim with the current, not perish by swimming against it<br />Family Law clients have long been price sensitive and are clamouring to speed the process and reduce costs and we face competition from:<br />Do it yourself kits and unbundled legal services<br />Mediation/Collaborative Law<br />New family law settlement franchise companies<br />Who knows but I suspect the next killer iPhone App<br /> for $9.99 will be called BC EASY FAMILY SPLIT UP!<br />
  6. 6. What works & what does not work?<br />What are the Pros and Cons of fixed fee and alternative fee arrangements for litigation boutiques?<br />Do individual clients as opposed to large companies really want a fixed fee or alternative fee arrangement? <br />Disincentives to prompt settlement from fixed<br /> fee arrangements<br />
  7. 7. How can fixed fee and litigation budgeting work for a small boutique litigation firm? Examples:<br /><ul><li>Shepherd Law Group in Boston USA
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  11. 11. Valorem Law Group and Founding Partner Patrick Lamb-9 man firm- business litigation
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  14. 14.</li></li></ul><li><ul><li>Traverse Legal-Internet and IP law 6 man firm
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  17. 17. Chinn and Associates 3 man divorce law firm
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  19. 19. Rosen Law Firm
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  22. 22. Illinois Divorce-unbundled services
  23. 23.</li></li></ul><li>2009 Time to refresh &<br />leverage social media<br />Cut marketing costs and broaden reach by being in vanguard of social media<br />Use social media and video including BC Family Law TV to extend reach and position as the go to BC family law firm <br />Be the first to build an online network through social media<br />Facebook business page, Twitter profile, LinkedIn profile, Flickr etc…<br />Leverage social media marketing to build your brand <br />Build a “family law” minded community surrounding your brand<br />Reach out to your community of potential customers<br />Follow like minded individuals on social networks & learn from them (LinkedIn)<br />
  24. 24. Reach out to your networks for answers!<br />
  25. 25. Announcing a new business initiative<br />For example: Fixed fee&Litigation budgeting<br /><ul><li>Advertise
  26. 26. Facebook Cost Per Click
  27. 27. Google (Adwords)
  28. 28. Build supporting content and organic search rankings
  29. 29. Website
  30. 30. Blog
  31. 31. Twitter
  32. 32. Distribute and share content
  33. 33. RSS Feeds
  34. 34. Twitter
  35. 35. Facebook business page</li></li></ul><li>Advancing your reputation as the <br />“go to firm” for high end family law<br />Interact with your social media community<br />Provide feedback to comments and questions on Facebook<br />Engage with other like minded individuals on Twitter<br />Find out what your competitors are saying online & induce your brand and expertise into their conversations<br />Reply to their Twitter feeds<br />Comment on their blogs<br />
  36. 36. Twitter: @bcfamilylaw<br />Blog:<br />Flickr:<br />Website:<br />Email:<br />Facebook Business Page : BC Family Law - MacLean Family Law Group<br />Thank you!<br />
  37. 37. Supporting Material <br />What is Social Media Marketing?<br />Slides 9-12<br />What did we do?<br />MacLean Family Law Case Study<br />Slides 13-25<br />
  38. 38. What is Social Media?<br />Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.<br />But that doesn’t quite do it…<br />
  39. 39. Social Media allows people to engage, participate, and share their ideas online<br />Social Media is:<br /><ul><li> open
  40. 40. decentralized
  41. 41. real time
  42. 42. impact
  43. 43. transparent
  44. 44. measurable</li></li></ul><li>Social media has reach!<br /><ul><li>346,000,000number of people globally who read blogs
  45. 45. 700,000,000number of photos added to Facebook monthly
  46. 46. 273.1 minutes time on average spent watching online video each month
  47. 47. 55%internet users who have uploaded and shared photos
  48. 48. 57%internet users who have joined a social network
  49. 49. 93% Americans online expect companies to have a social media presence</li></li></ul><li>Benefits<br />Low-cost<br />Increase Profitability <br />Community/ Supporters<br />Primary + Secondary Traffic<br />Better Search Engine Rankings<br />
  50. 50. What did we do?<br />What we did?<br />
  51. 51. New Site<br />
  52. 52. New Blog<br />
  53. 53. New Twitter Account<br />
  54. 54. New Facebook Business Page + Facebook Advertising<br />
  55. 55. New LinkedIn Profile Page + LinkedIn Advertising<br />
  56. 56. New Yelp Business Listing<br />
  57. 57. Measuring Success<br />
  58. 58. Measuring Success<br />
  59. 59. Measuring Success – Facebook + Demographics<br />
  60. 60. Measuring Success – Facebook + Community Interaction<br />
  61. 61. Twitter – Growing Followers<br />
  62. 62. Take Away<br />The social Internet is a major opportunity for brands, advertisers and marketers - it allows for a much more positive relationship with consumers / potential customers <br />3 themes must be embraced for a SMM campaign to succeed:<br />CREATIVITY <br /> INTERACTION <br />PARTICIPATION<br />
  63. 63. Online Marketing and Social Media Marketing for MacLean Family Law Group by 6S Marketing Inc. <br /><br />Lyn WilsonManager, Client Services6S Marketing<br />