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Social Media Marketing for Lawyers

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Social Media Marketing for Lawyers
Presented at Globalaw Americas Regional meeting 2009, Banff Springs.

Presented by: Michael Rabinovici, LL.B.,VP, Strategic Initiatives, AR Communications Inc.

Published in: Business, Technology
  • A presentation on Social Media Marketing delivered to Globalaw
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Social Media Marketing for Lawyers

  1. 1. Social Media Marketing for Law Firms Presented by: Michael Rabinovici, LL.B. VP, Strategic Initiatives, AR Communications Inc. Contact Information Michael Rabinovici, LL.B. [email_address] www.ar-com.com 416-720-5485 Skype: mrvoip9 9 March 19 th , 2009 Banff, Alberta www.ar-com.com
  2. 2. Say Goodbye to the Information Age <ul><li>Over the last 5 years the Internet and information delivery have fundamentally changed </li></ul><ul><li>Information is being produced faster than we can absorb </li></ul><ul><li>Google reached 1 trillion indexed pages excluding duplicate content locations (source: Softpedia, July 23, 2008) </li></ul><ul><li>In 2006, the number was 600 billion pages </li></ul><ul><li>Growth of knowledge is being matched by the growth of ignorance </li></ul>www.ar-com.com
  3. 3. Say Hello to the Attention Age The Attention Age Doctrine – Rich Schefren
  4. 4. This is Not your Daddy’s Internet <ul><li>Exponential data growth dramatically affects traditional marketing channels on the Internet </li></ul><ul><li>The sense of information overload has created a shift in client behavior </li></ul><ul><li>They are all reaching for and craving one thing: </li></ul>www.ar-com.com
  5. 5. The Easy Button www.ar-com.com
  6. 6. How to Become the Easy Button <ul><li>You can become the easy button by: </li></ul><ul><li>Positioning yourself and your firm as a thought leader or a leading expert in the field of your practice </li></ul><ul><li>Social media tools are ideal for positioning yourself in this way </li></ul><ul><li>You can use them to deliver bite-sized nuggets of relevant, timely information – information custom tailored to the Attention Age </li></ul>
  7. 7. Social Media Landscape The Short Version www.ar-com.com
  8. 8. The Longer Version www.ar-com.com
  9. 9. Social Media Tools <ul><li>What are they: blogs , social networks , podcasts , videos </li></ul><ul><li>SM tools makes the production of relevant, easy-to-consume content simple and cost effective </li></ul><ul><li>Become a prolific producer of content </li></ul>www.ar-com.com
  10. 10. Blogs <ul><li>A blog (a contraction of the term weblog ) is a website , usually maintained by an individual or company with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. &quot;Blog&quot; can also be used as a verb, meaning to maintain or add content to a blog . </li></ul><ul><li>source - Wikipedia </li></ul>www.ar-com.com
  11. 11. Social Media Best Practices for Blogs <ul><li>Relevant, timely content </li></ul><ul><li>Updated regularly </li></ul><ul><li>Once or twice a week unless a special event is taking place </li></ul><ul><li>This type of content does not come naturally so you have to practice saying more with less words </li></ul><ul><li>Repurpose existing content from commentaries, white papers or other content you’ve developed </li></ul><ul><li>Consider outsourcing </li></ul><ul><li>Expert positioning and SEO benefits </li></ul>www.ar-com.com
  12. 12. Podcasts <ul><li>A podcast is a series of audio or video digital media files which are distributed over the Internet by syndicated download , through Web feeds , to portable media players and personal computers . Though the same content may also be made available by direct download or streaming , a podcast is distinguished from most other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added </li></ul><ul><li>s ource: Wikipedia </li></ul>www.ar-com.com
  13. 13. The Power of Podcasting <ul><li>Device shifting: </li></ul><ul><li>Listen on any device </li></ul><ul><li>Time shifting: </li></ul><ul><li>Listen anywhere at any time </li></ul><ul><li>Fireside chats </li></ul><ul><li>A 15 -20 minute conversation </li></ul><ul><li>Focus on a relevant timely topic </li></ul><ul><li>Upload to iTunes </li></ul><ul><li>Approx. 100-200 million podcast listeners </li></ul>www.ar-com.com
  14. 14. Social Media Best Practices for Podcasts <ul><li>Content should focus on educating, not selling </li></ul><ul><li>The podcast should sound like a “fireside chat”, not an infomercial </li></ul><ul><li>Interview formats work well </li></ul><ul><li>Podcasts can be divided into three categories: </li></ul><ul><li>Educating about the service or field of expertise with a lawyer being the interviewee </li></ul><ul><li>Interviewing a client – the social proof aspect </li></ul><ul><li>Interview with a third party expert – a combination of education and social proof </li></ul>www.ar-com.com
  15. 15. Recommendations for Law Firms <ul><li>Develop a social media road map </li></ul><ul><li>Decide what precisely you want to be known as the thought leader or expert for </li></ul><ul><li>Focus on Blogs and Podcasts to begin with </li></ul><ul><li>Blogs – update a minimum of 1-2 times per week </li></ul><ul><li>Podcasts – aim for one per month </li></ul><ul><li>Make sure you leverage existing content </li></ul><ul><li>Encourage clients and business partners (other professionals) to become part of your community </li></ul><ul><li>Offer ethical bribes - an iPod or a gift certificate to the person with the most posts each quarter </li></ul><ul><li>KNOW THY METRICS </li></ul>www.ar-com.com
  16. 16. The Fundamentals Still Apply <ul><li>Forget about the technology </li></ul><ul><li>Focus on the trend </li></ul><ul><li>Leverage the tools technology is making available </li></ul><ul><li>Use it to: </li></ul><ul><li>Position yourself or your firm as the thought leader or expert in your field </li></ul><ul><li>Strengthen relationships </li></ul><ul><li>and build trust </li></ul><ul><li>Stay front of mind </li></ul>
  17. 17. Recommended Net Resources <ul><li>Google Web Trends - http://www.google.com/trends </li></ul><ul><li>Legal Blogs - http://www.blawg.com/ </li></ul><ul><li>WordPress - http://wordpress.org/ </li></ul><ul><li>Google Analytics - http://www.google.com/analytics/ </li></ul><ul><li>Google Web Optimizer – Google Web Optimizer Home Page </li></ul><ul><li>Marketing Experiments - http://www.marketingexperiments.com/ </li></ul>www.ar-com.com
  18. 18. Recommended Reading <ul><li>Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant </li></ul><ul><li>by  W. Chan Kim  (Author),  Renée Mauborgne  (Author ) </li></ul><ul><li>Influence: The Psychology of Persuasion (Collins Business Essentials)   by Robert B. Cialdini </li></ul><ul><li>Predictably Irrational: The Hidden Forces That Shape Our Decisions  by Dan Ariely </li></ul><ul><li>Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership  by Joseph Jaffe </li></ul>www.ar-com.com
  19. 19. Blog Samples <ul><li>www.lawfirmtransformation.com </li></ul><ul><li>http://blog.jackvinson.com/ </li></ul><ul><li>http://www.negotiationlawblog.com/ </li></ul><ul><li>http://www.njlawblog.com/ </li></ul>www.ar-com.com
  20. 20. Podcast Samples <ul><li>http://www.brandprotect.com/podcasts/Interview_with_Susan_Orr_July_3_2008.mp3 </li></ul><ul><li>http://www.brandprotect.com/resources/podcasts/Interview_with_Kevin_Joy_March_28_2008.mp3 </li></ul><ul><li>http://www.internetcases.com/mp3/IC-2007-02-16.mp3 </li></ul>www.ar-com.com
  21. 21. AR Communications Inc. Contact Information <ul><li>Michael Rabinovici, LL.B. </li></ul><ul><li>VP, Strategic Initiatives, AR Communications Inc. </li></ul><ul><li>[email_address] </li></ul><ul><li>www.ar-com.com </li></ul><ul><li>416-720-5485 </li></ul><ul><li>Skype: mrvoip99 </li></ul>

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