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Social media for solicitors


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How solicitors can use Twitter and LinkedIn to attract new clients

Published in: Business
  • Great advice here! Not enough solicitors have grasped the power of social media and the business that it can provide them.

    I did find it hard to find a trustworthy solicitor at first but I have come across a company for life when I found Bonallack and Bishop. Not only were they extremely helpful and knowledgable of the situation. But I could tell that every case was extremely important to them.

    If you're looking for solicitors in the Salisbury area I can easily recommend them.
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Social media for solicitors

  1. 1. Social Media for Solicitors Tuesday February 5th 2013@brainstormdsgn
  2. 2. Key Learnings• How to build up your audience and engage with your followers• How to integrate social media with your other marketing• How to convert your audience into leads and ultimately clients• The pitfalls and dangers of social media• Future trends you should know about• How to develop a successful social media strategy• Platforms we will cover: - Twitter - LinkedIn - Youtube - Google+ - Hootsuite5th February 2013Social Media for Solicitors2
  3. 3. What is social media?• “All forms of electronic communication (e.g. blogs, forums) through which users create online communities to share information, ideas, personal messages, and other content (such as video)” Merriam Webster• “Think of social media as a telephone conversation that you can hack into without breaking any laws” Danny Bermant5th February 2013Social Media for Solicitors3
  4. 4. 5th February 2013Social Media for Solicitors4
  5. 5. Twitter facts• Over 500 million users• Strong for both B2C and B2B• Over 340 million updates posted per day. Tweets have a short shelf life - you need to post regularly• Profiles can be both branded and personal• You can follow and communicate with anyone (provided they don’t have a protected profile)• 2012 saw introduction of promoted tweets - you can pay extra to see your updates at the top of a news feed• Tweets and profiles can be easily searched. The more niche your area, the easier it is to be discovered by your target market5th February 2013Social Media for Solicitors5
  6. 6. Twitter profiles can be branded orpersonal. Ensure bio is complete!5th February 2013Social Media for Solicitors6
  7. 7. How your firm should be usingTwitter• Your bio must have a USP• Twitter should be a two way communication not just a news feed• Educate, inform and engage with your audience• You need to reach out to influential tweeters. Ensure you follow relevant people• Showcase the firms achievements e.g. landmark court case• Share updates that are on other social media platforms• Share the firms view e.g. blog post from managing partner• Think of ways to promote user generated content:• Engage with potential clients by asking questions, participating in discussions and re-tweeting their posts5th February 2013Social Media for Solicitors7
  8. 8. Find influential followers using “discover” tool.5th February 2013Social Media for Solicitors8
  9. 9. Use Lists to track their activity5th February 2013Social Media for Solicitors9
  10. 10. Check a user’s Klout score5th February 2013Social Media for Solicitors10
  11. 11. Use keywords, #hashtags and liststo track relevant discussions5th February 2013Social Media for Solicitors11
  12. 12. Inform, educate and engage.Include hyperlinks where possible5th February 2013Social Media for Solicitors12
  13. 13. A monologue5th February 2013Social Media for Solicitors13
  14. 14. A dialogue5th February 2013Social Media for Solicitors14
  15. 15. Tweets have a short shelf life. It’sok to repost earlier updates5th February 2013Social Media for Solicitors15
  16. 16. Being active on Twitter is easy• Respond to, comment on, and re-tweet your followers• Mention your other social media channels• Share your blog post• Share a news item• Put out a tip• Ask a question• Mention your services and upcoming events• Repeat all the above (reworded)5th February 2013Social Media for Solicitors16
  17. 17. 5th February 2013Social Media for Solicitors17
  18. 18. LinkedIn facts• Over 175 million users• Often described as “Facebook for professionals”• Used mainly for B2B marketing but even B2C companies use it for sourcing staff and finding other businesses to collaborate with• Contains both personal and company profiles• Has groups where you can network with like-minded professionals• Has a high conversion rate. 2.74% of visits convert to leads (Hubspot)5th February 2013Social Media for Solicitors18
  19. 19. How your firm should be usingLinkedIn• Connect with both existing and potential clients. Use LinkedIn to keep in touch and continue educating them• Use the LinkedIn database to seek out and qualify potential leads• Recruitment of staff, consultants and other professionals• Brainstorming with other professionals and swapping ideas on best practice• Building alliances with others who will help promote you5th February 2013Social Media for Solicitors19
  20. 20. Profile should include a professionalheadshot and professional headlineexplaining how you add value5th February 2013Social Media for Solicitors20
  21. 21. Steps to completing your LinkedInprofile• Professional summary• Status updates• Full summary• Recommendations• Increase your connections• Experience• Projects• Languages• Certifications• Publications• Links to external files: images, videos, pdfs etc…• Displaying your profile in other languages5th February 2013Social Media for Solicitors21
  22. 22. Regularly review your profile stats5th February 2013Social Media for Solicitors22
  23. 23. For LinkedIn to work effectively,you need to grow your network5th February 2013Social Media for Solicitors23
  24. 24. Use your LinkedIn company pageto send status updates to followers5th February 2013Social Media for Solicitors24
  25. 25. You can display different serviceofferings for different markets5th February 2013Social Media for Solicitors25
  26. 26. Groups enable you to brainstormand network with potential clientsas well as other professionals5th February 2013Social Media for Solicitors26
  27. 27. Create your own LinkedIn group5th February 2013Social Media for Solicitors27
  28. 28. Other social media tools5th February 2013Social Media for Solicitors28
  29. 29. YouTube• Over 800 million monthly users• Accepts most video formats• Can be easily shared on all social media platforms making it easy for the videos to go viral• Can be easily uploaded from a smartphone• Can be easily embedded on websites and blogs• You can stream live events• Popular with both B2C and B2B sectors. Used for ads, client testimonials, interviews with staff, sharing product information5th February 2013Social Media for Solicitors29
  30. 30. If you run events, share them on Youtube 5th February 2013Social Media for Solicitors30
  31. 31. Video testimonials from clients willgive more credibility than videocontent from employees of the firm5th February 2013Social Media for Solicitors31
  32. 32. Share interviews with seniorpartners5th February 2013Social Media for Solicitors32
  33. 33. Google+• Has the appearance and many of the features of Facebook• Users can post status updates and other users who are connected can respond.• Users can also hold video conversations, known as a hangout, with their audience. Up to 9 people can join these conversations• Hangouts can also be streamed via Youtube and embedded within the user’s website• Like Twitter, users follow each other rather than more formally connecting with them• Because it is integrated with Google’s search engine, it has the potential to upstage both Facebook and Twitter. It currently has 400 million users, 235 million of whom are active monthly users5th February 2013Social Media for Solicitors33
  34. 34. Create photo albums, events andeven communities5th February 2013Social Media for Solicitors34
  35. 35. “Hangouts” can include up to 9 delegatesand can be streamed5th February 2013Social Media for Solicitors35
  36. 36. Developing a successful strategy• Internal responsibilities for social media• Internal processes and tools• Developing an integrated strategy• Measurements and effectiveness: KPIs• Social media policy for the staff5th February 2013Social Media for Solicitors36
  37. 37. Internal responsibilities• Does your marketing executive have a clear job description?• Social media is a full time job!- What are your target audience saying about you?- Several major social media platforms to monitor plus smaller ones your audience may be using- Researching and generating ideas for content- Engaging with your audience- Finding followers / new connections- Online networking- Integrating social media with other marketing activity- Is your marketing executive communicating with employees who are managing your other marketing channels?5th February 2013Social Media for Solicitors37
  38. 38. Internal processes• Is there time blocked out in your schedule for social?• Do you have a power hour where you can brainstorm with colleagues?• Do you have a strategy and content plan?5th February 2013Social Media for Solicitors38
  39. 39. Having a strategic plan• In order to build up a loyal audience that will engage and ultimately buy from you, your marketing team needs to have a social media strategy. By having a weekly/monthly/quarterly plan, you can a) Ensure that you send out a deliberate, consistent message across all your social media platforms and that new content builds on what was previously posted (e.g. a series of blog articles). b) Plan ahead for local events e.g. If your busiest time is Easter, you may need to start planning and executing the build-up from before January. c) Regularly check that all efforts are leading towards its desired objectives. d) Have content prepared in advance without struggling at the last minute to think of something to say.5th February 2013Social Media for Solicitors39
  40. 40. What a strategy should include• Key message to get across• Will there be a personal brand as well as a corporate brand?• Who is responsible• Job description for those implementing the campaign• Which platforms to focus on• Who to target, who to follow and connect with• Driving traffic and engagement• How to “capture” clients / subscribers• Guidelines on posting - ratio of educational to promotional posts• Technology to use e.g. Facebook apps, smartphone apps• Frequency of posting and response times• Where will you source content from?• Content plan• How social will be integrated with other marketing activity• Social media guidelines for staff5th February 2013Social Media for Solicitors40
  41. 41. Do you have a strategy for drivingtraffic to your social media channels?5th February 2013Social Media for Solicitors41
  42. 42. Having a content plan• The content plan can be monthly, weekly or even daily. By using tools such as Hootsuite, companies can schedule updates on Facebook and Twitter weeks or months ahead. A content plan should include: • A table summarizing what content should go on each media platform daily/weekly/monthly • A main theme that will be promoted in different ways across the various platforms • Secondary themes that will help keep content varied • A detailed plan to promote key local events or promotions in plenty of time before they actually take place, in order to drum up interest • Details of any specific client group to be targeted and engaged with in a given period • The goals the firm wants to achieve in each stated period e.g. 20% increase in web traffic from social, 30% increase in conversion rate.5th February 2013Social Media for Solicitors42
  43. 43. Sample content plan5th February 2013Social Media for Solicitors43
  44. 44. Setting Objectives and KPIs• It’s commonly assumed that you can’t set up a KPI for social media because of the difficulty in linking activity with leads. In fact, there are several ways you can measure leads. And there are many other functions of social media that can be directly measured as well, and which are part of the sales process: • If you want to measure brand awareness, you need to look at page impressions, frequency of visits and reach. Who’s receiving its messages and how far are the messages spreading? Don’t get obsessed with superficial elements such as ‘likes’ and number of followers alone. • When building brand engagement, look at retweets, comments, replies, shares, and likes. How often are people participating in discussions or talking about the brand? • When measuring website traffic, which URLs are shared and clicked on and which website visits lead to conversions?5th February 2013Social Media for Solicitors44
  45. 45. Metrics• LinkedIn offers detailed stats for company pages, groups and your personal profile. Results include seniority, industry, function, region and company size. In particular, your profile page stats show exactly who has viewed your profile during the last 90 days (although you will need to have the premium package to view this).• LinkedIn Signal can be used to measure the number of people talking about a company or its products. You can see who is talking and what industries they are coming from.• Google Analytics measures how many visitors have come from your social channels and what the conversion rate is5th February 2013Social Media for Solicitors45
  46. 46. Tools for managing and monitoringsocial media• Schedule updates from all the main social media platforms. Monitor the volume of discussions on Twitter, Facebook and LinkedIn that contain specific keywords or phrases. Also produces customised reports detailing a company’s social influence, reach and engagement. These can include charts and graphs• is a monitoring tool that enables companies to track their influence on all digital media, giving detailed stats. A company can track clients or anyone else talking about their products on websites, blogs, forums, video sharing sites etc• enables you to measure you social influence. The score goes up as you reach larger audiences and as their interaction increases. A receptive audience is more likely to make a purchase.• to notify you about relevant content on the web• to stay abreast of what is being said in relevant publications5th February 2013Social Media for Solicitors46
  47. 47. Hootsuite enables you to managemultiple platforms5th February 2013Social Media for Solicitors47
  48. 48. Use Hootsuite to schedule tweetsdirectly from any article5th February 2013Social Media for Solicitors48
  49. 49. Using Hootsuite to monitor keywords,phrases or hashtags5th February 2013Social Media for Solicitors49
  50. 50. Hootsuite can also run off reportsabout your activity5th February 2013Social Media for Solicitors50
  51. 51. Google Alerts will notify you on allthe relevant stories5th February 2013Social Media for Solicitors51
  52. 52. Google Reader enables you to readyour favourite publications on onepage5th February 2013Social Media for Solicitors52
  53. 53. Monitor how much of your contentis being shared5th February 2013Social Media for Solicitors53
  54. 54. Do you have a social media policyfor your staff?• Tone to be used (serious/playful/non-aggressive etc)• Frequency of posts• Percentages of posts that are (a) informative (b) educational (c) interactive (d) sales related• Where to source content from and keywords to track.e.g. Google Rader and Google Alerts• How, and how quickly, clients’ complaints are to be responded to• When, if ever, it is acceptable to refer to business matters on a personal account and vice versa. Is it enough for an employee to use a disclaimer stating that their views are their own?• Infringement of copyright – what material can employees post from elsewhere?• Avoiding conflicts of interest• Rectifying mistakes• Disclosing confidential information• Not damaging the reputation of the employer or their clients, partners, and suppliersExamples to follow:•• February 2013Social Media for Solicitors54
  55. 55. Future trends?• Gradual move away from PCs to mobile and handheld devices as 4G network grows• Social media increasingly used on the move• Social media on mobile devices have location based functionality• As a result, social media become increasingly localised e.g.Facebook mobile search results bring up local businesses• Users are becoming increasingly wary of who they connect with and what they share online due to privacy concerns e.g. employment• Private networks such as Yammer and Communispace will become increasingly valuable• Google+ monopoply of search will enable them to to erode Facebook and Twitter’s domination of social5th February 2013Social Media for Solicitors55