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© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Use Storytelling to Define Your
Brand and Connect o...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Branding and Business Development
are about relatio...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Know you. Like you. Trust you.
3
Relationships Matt...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Content Overload?
2010 In-house counsel beginning t...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Blah Blah Blah
• Client alert published
• Client al...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
A Story Told One Way…can be
Retold in Many Ways
• U...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Connect Through Storytelling
Authentic
Relatable
Un...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
The Art of the Title
• Is your title Tweetable?
• I...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.9
Tell the Story of Your Clients
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.10
Tell Your Story
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Tell a Visual Story
11
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.12
Tell a Memorable Story
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.13
Tell a Human Story
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
What Are You Waiting For?
• Only a quarter of firms...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Goals & Challenges
• Law firm CMOs’ top goals for c...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Turbulence for the CMO
• More than a 1/3 of CMOs sa...
© 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.
Consider Yourself Challenged!
There is tremendous o...
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Use Storytelling to Define Your Brand and Connect on Social Media - BDI 12/11 Social Media Marketing Summit for Law Firms

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Presentation: Use Storytelling to Define Your Brand and Connect on Social Media
Presented by: Tammy Mangan, Director of Marketing, Sterne Kessler Goldstein & Fox
Storytelling is not just for campfires. Good stories compel action, change, even forge relationships. This presentation will cover the fundamentals of storytelling and the use of stories to create a connection with your brand and services and grow business.

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Use Storytelling to Define Your Brand and Connect on Social Media - BDI 12/11 Social Media Marketing Summit for Law Firms

  1. 1. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. Use Storytelling to Define Your Brand and Connect on Social Media Tammy Mangan Director of Marketing December 12, 2014
  2. 2. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. Branding and Business Development are about relationships. 2 Law is About Logic, but…
  3. 3. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. Know you. Like you. Trust you. 3 Relationships Matter
  4. 4. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. Content Overload? 2010 In-house counsel beginning to consume content from digital platforms.  Law firms dramatically increase content production. 2014 In-house counsel show signs of information overload —struggling to separate good content from the merely mediocre. 2015 How does a firm make its content stand out? 4
  5. 5. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. Blah Blah Blah • Client alert published • Client alert turned into a video • Client alert posted on website • Same client alert posted on LinkedIn • Tweet link to client alert 5
  6. 6. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. A Story Told One Way…can be Retold in Many Ways • Use a variety of media formats – Written word – Video – Animation – Photos – Infographics Goal – connect with your audience 6
  7. 7. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. Connect Through Storytelling Authentic Relatable Unique Sharable Is your content connecting this way? 7
  8. 8. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. The Art of the Title • Is your title Tweetable? • Is it unique? • Is it engaging? • Is it shareable? • Is it SEO effective? 8
  9. 9. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.9 Tell the Story of Your Clients
  10. 10. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.10 Tell Your Story
  11. 11. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. Tell a Visual Story 11
  12. 12. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.12 Tell a Memorable Story
  13. 13. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved.13 Tell a Human Story
  14. 14. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. What Are You Waiting For? • Only a quarter of firms surveyed say they have a documented content strategy 14 Source: 2014 State of Digital & Content Marketing Survey
  15. 15. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. Goals & Challenges • Law firm CMOs’ top goals for content marketing: a) demonstrate practice and industry thought leadership b) build brand awareness c) increase awareness and exposure for individual attorneys • Their biggest challenges are related to what they lack: a) engagement from attorneys b) writing talent or content-focused staff c) dedicated professional to oversee content-marketing efforts Source: 2014 State of Digital & Content Marketing Survey 15
  16. 16. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. Turbulence for the CMO • More than a 1/3 of CMOs say they don’t have the right people, tools, and resources to meet their marketing objectives • Rise of the marketing technologist Source: Turbulence for the CMO, an Accenture Study 16
  17. 17. © 2014 Sterne, Kessler, Goldstein, & Fox P.L.L.C. All Rights Reserved. Consider Yourself Challenged! There is tremendous opportunity for those who seize the chance to differentiate their brands and drive business results through content. 17

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