The Power of a Lawyer's Online Presence
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Slides used during talk on bios and Social Media given by Adrian Dayton to the South West Chapter of the Legal Marketing Association in Phoenix, Arizona.
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The Power of a Lawyer's Online Presence
- 1. The Power of Online Presence adriandayton.com
- 2. $114 Million Vs. 39 Million
- 3. New York Yankees $114,000,000 vs. $39,000,000 Oakland A’s
- 5. They focused on the right stat- Batting average OBP- On base percentage
- 6. What were the lessons? Exploit inefficiencies Ignore precedent Focus on the data
- 8. Law Firm Bios 55-75% of web traffic goes to bios -Great Jakes
- 9. “Online presence is now so persuasive, 51.4% of corporate counsel will stop and think a minute before hiring a lawyer who lacks a credible online presence in addition to their official law firm bio.” -BTI Consulting 2011
- 11. 1. Online Presence 2. 7 Days of Twitter 3. 3 Overlooked LinkedIn tips
- 14. LOGOS “Harvard educated” “Partner at Amlaw 100 Firm” “Editor of Harvard Law Review”
- 15. ETHOS “Adjunct Professor” “He wrote the book” “Blog author”
- 17. 76% of in-house counsel say they attribute importance to a lawyers blogs when deciding… 55% say blogs influence hiring decisions. Greentarget / InsideCounsel 2011
- 18. PATHOS Likable Engaging Trustworthy
- 19. Where do you start?
- 24. 1st assignment- sign up for Twitter!
- 25. 7 Days of Twitter Follow Care Follow Share Connect Retweet Repeat
- 26. Day 1: FOLLOW
- 27. Day 2: CARE
- 28. Day 3: FOLLOW IDEAS
- 29. What is a hash tag? #obama #aba12 #lcmo
- 30. Day 4: SHARE
- 31. Day 5: CONNECT
- 32. Day 6: RETWEET
- 33. -
- 34. -
- 35. -
- 36. Two ways to re-tweet 1. Click “RETWEET”
- 37. Two ways to re-tweet 1. Click “RETWEET” 2. Modify the retweet
- 38. RT @katjahill: Cool story about the licensing of the Beatles' music for last night's episode of Mad Men (to the tune of $250K+) http://ow.ly/aL7Sj
- 39. Day 7: REPEAT
- 40. Where do you start?
- 41. 3 Degrees of LinkedIn 1st Degree- Direct connections 2nd Degree- Connections of your direct connections 3rd Degree- Connections of your 2nd degree connections
- 43. Complete LinkedIn Profile Recent picture Complete employment/education history Summary
- 44. 1. Import your contacts
- 45. 2. Search for alumni
- 48. 3. Find people you know
- 50. THE BEST SOCIAL MEDIA POLICY: Don’t say stupid things.
- 51. WHY I BELIEVE . . .
- 52. Does anybody know a contracts lawyer?
Editor's Notes
- Elevator presentation-The biggest challenge in marketing and business development is getting people’s attention.Think of the elevator pitch- you have 30 seconds, what do you say?Online you don’t have 30 seconds you have 3 – in the blink of an eye people make a first impression of you.Twitter gives you 150 characters to make your case-In 150 characters you need to convince them of three things-You are qualifiedYou are exceptionalYou are likableIf you could create a 150 character profile that would bring you 1 new client- how much would that be worth to you? How much would it be worth to you? Assignment 1: Set up a Twitter account I want all of you to spend 30 minutes over the next week thinking up your Twitter bio- 150 character- really helps you focus. This is really tough for attorneys that are used to measuring everything in billable hours.
- AmLaw 100 attorney, Nick Ackerman, had me help him design his bio, here it is.What do you think? (you need to be playing the slide show for this to appear right)
- I wrote a book, and a friend of mine said, use a blog and Twitter- and it can help you build a following and get published.So I said ok, started blogging, started using Twitter- and then something unexpected happened-One of the writers I was following said, “Does anybody know a contracts lawyer?” Within 48 hours my firm had a new client.This was just one client, but it was fascinating to me, so I started to research the legal industry- and discovered that law firms were for the most part ignoring social media. There were a firms that were doing more, Baker & Daniels was one of the first- so I started researching these firms, I spent probably a couple hundred hours learning everything I could about social media.Then something else unexpected happened, I blogged about a conference I attended- and within 2 weeks it was picked up by the Wall Street Journal Law blog.That was when it hit me that I had stumbled upon something truly powerful. Here I was 2 months from passing the bar, and I was getting attention on a pretty impressive scale. So I wrote Social Media for Lawyers: Twitter Edition, a step by step guide for using Twitter and social media to bring in business.
- -spoken all across the United States-Quoted in WSJ, Entreprenuer.com, and Fast Company Magazine-landed major consulting work-will be flying to Australia and New Zealand to speak in March.