Social Network Presentation (2010)

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An overview of social media tools for law firms and attorneys

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Social Network Presentation (2010)

  1. 1. Social Networking A New Marketing Tool PRESENTED BY Katherine Wilson Sr. Manager of Client Development Troutman Sanders LLP
  2. 2. What is Social Networking?
  3. 3. <ul><li>Social Networking: Focuses on building online communities of people who share interests and/or activities </li></ul><ul><li>Web 2.0: Second generation of Web development, facilitates communication, information sharing, interoperability, and collaboration (social networking, video-sharing, wikis, blogs, tagging) </li></ul><ul><li>Social networking is one part of an overall marketing and business development plan </li></ul><ul><li>Similar to traditional networking, social networks help you listen , collaborate , showcase your experience , and develop relationships </li></ul><ul><li>“ It’s not what you know, it’s who you know” </li></ul>Web 2.0 & Social Networking
  4. 4. <ul><li>Enhance Relationships: Make personal connections with existing contacts and strengthen your relationships </li></ul><ul><li>New Relationships: Gain “warm” introductions to new contacts via mutual contacts </li></ul><ul><li>Minimal Financial Cost: Typically free outside of your time investment </li></ul><ul><li>Online Presence: Be where your clients are – you are essentially creating your online brand </li></ul><ul><li>Flexible: You set your own deadlines and determine your involvement </li></ul><ul><li>Fun: Friendly and less formal way to stay in touch </li></ul><ul><li>Results: Social networking is an efficient platform that can eventually lead to new clients, requests for media interviews, speaking engagements, referrals and professional opportunities. </li></ul>Benefits of Social Networking Benefits of Social Networking
  5. 5. What is LinkedIn? What is LinkedIn?
  6. 6. What is LinkedIn? <ul><li>Definition: A free (with option to upgrade) business-oriented social networking site focused primarily on professional networking; shows how you are “linked” to someone through your contacts </li></ul><ul><li>Purpose: To allow registered users to maintain and grow a list of business contacts they know and trust (i.e. “connections”); users can invite anyone (whether a site user or not) to become a connection </li></ul><ul><li>Growth: As of February 2009, it had more than 35 million registered users, spanning 170 industries. Over 565 Troutman attorneys have joined. </li></ul><ul><li>Leads: Use to find connections and professional opportunities; join relevant discussion groups </li></ul><ul><li>Introductions: Search for a company or individual and determine who you know that can provide a warm introduction </li></ul>What is LinkedIn?
  7. 7. How Do Attorneys Use LinkedIn? <ul><li>Build Your Brand: Maintain a profile with practice experience </li></ul><ul><li>Connections: Build connections with past clients, colleagues, prospective clients, referral sources, etc.; your network of connections represents your real-world relationships and increases your exposure </li></ul><ul><li>Recommendations: Promote clients and peers by “recommending” their business and hope they will return the favor to offer third party validation </li></ul><ul><li>Research: Find additional information on prospects </li></ul><ul><li>Join or Create a Group: Allows for interaction among professionals with common interests and group discussions (i.e. Troutman Sanders Alumni Group) </li></ul>How Do Attorneys Use LinkedIn?
  8. 8. How Do Attorneys Use LinkedIn? <ul><li>Add Your Picture: Adding your picture helps you stand out among the large list of faceless wannabe experts </li></ul><ul><li>Use Your Headline to Tease Your Story: Your headline is your first shot to make a meaningful connection with people who find you on LinkedIn. Use it to describe how you solve problems </li></ul><ul><li>Make Your Summary More Efficient: Bullets are a great way to make the eye stop on key points of information. Keep the bullets to under 10 </li></ul><ul><li>Flesh Out Your Bio: Anything and everything that can connect you to the people you want to reach is good to include on your profile </li></ul><ul><li>Be Social: Join groups, participate in discussions. Research questions and answer authoritatively   </li></ul><ul><li>Update Your Status Regularly: This is a great way to stay top of mind because your contacts will receive a notification every time your status is updated </li></ul><ul><li>Need Help? The TS Marketing Department can help you create your profile and expand your network </li></ul>Additional Tips for Using LinkedIn
  9. 9. What is Facebook & MySpace? What is Facebook & MySpace?
  10. 10. What is Facebook & MySpace? <ul><li>Definition: Social networking site for connecting and interacting with other people through networks organized by city, workplace, school and region </li></ul><ul><li>Purpose: Find and add “friends”, send them messages, and update your personal profile to notify friends about yourself </li></ul><ul><li>Cost: Free, option to purchase advertising </li></ul><ul><li>Focus: Used primarily as a social tool for staying in touch with friends and family, reconnecting with old contacts, posting photos, and playing online games </li></ul>What is Facebook & MySpace?
  11. 11. How Do Attorneys Use Facebook & MySpace? <ul><li>Personalize Your Profile: Be conservative and professional if using for business purposes; consider creating a separate page for business </li></ul><ul><li>More Personal and Intimate: The family photos, vacations and “what you did last weekend” give you an opportunity to connect personally </li></ul><ul><li>Find and Add Friends: Be selective in choosing your network of friends as they can be a reflection of you </li></ul><ul><li>Incorporate All Social Networking: Add twitter, RSS Feeds, and other social networking tools to use together </li></ul><ul><li>Join or Create Groups: Choose groups related to your hobbies and business interests </li></ul><ul><li>Attend or Create Events: Incorporate “real” networking by attending or inviting others to posted events </li></ul>How Do Attorneys Use Facebook & MySpace?
  12. 12. What Is Twitter? What is Twitter?
  13. 13. What Is Twitter? <ul><li>Definition: Free social networking and micro-blogging service where users send and read other users' updates known as “tweets” </li></ul><ul><li>Format: “Tweets” are up to 140 characters </li></ul><ul><li>Purpose for Businesses: Stay connected with other professionals with similar interests </li></ul><ul><li>Leads: Today’s “tweets” often become tomorrow’s blog posts, headlines in the newspaper or newsletters </li></ul><ul><li>Focus: Expand network and knowledge base – Twitter is most often used as a professional tool to learn about others and have them learn about you </li></ul>What is Twitter?
  14. 14. <ul><li>Networking: Find and “follow” people you would like to know better </li></ul><ul><li>Research: Stay current on an industry (consultants often post great “tweets” on the latest trends) </li></ul><ul><li>Profile: Update your profile for maximum marketability (i.e. create recognizable name, add your bio Web site address, etc.) </li></ul><ul><li>Promote Yourself: “Tweet” about your practice area or a particular industry; “tweet” about others to facilitate cross-selling </li></ul><ul><li>Use Advanced Search: Twitter’s advanced search function lets you find users within a certain distance, “tweets” on a certain topic, etc. </li></ul><ul><li>Tweetdeck: As you become more sophisticated, use this program to help you stay organized with posts and people </li></ul>Attorney Best Practices for Twitter Attorney Best Practices for Twitter
  15. 15. What Is Blogging? What is Blogging?
  16. 16. What Is Blogging? <ul><li>Definition: A type of Web site, usually maintained by an individual or group of individuals, with regular posts of commentary, events, graphics, links to other sites or video </li></ul><ul><li>Cost: There are free blogging services like “Blogger” and “Wordpress” and paid services like “Lexblog” (approx. $5,000 for the first year) </li></ul><ul><li>Leads: Tap into a specific group of people interested in your topic area, including prospective clients, the media and referral sources </li></ul><ul><li>Growth: The majority of AmLaw 100 law firms have at least one blog </li></ul>What is Blogging?
  17. 17. How Do Attorneys Use Blogging? <ul><li>Stay Focused: Focus on a specific area of expertise to define your role as a leader in that space </li></ul><ul><li>Write Often and Well: Keep it current, fresh, succinct and interesting </li></ul><ul><li>Be Unique: Share unique insight and perspective </li></ul><ul><li>Be Passionate and Fair: Show your enthusiasm, but don’t say anything you wouldn’t want used against you in the future </li></ul><ul><li>Read: Follow other blogs so you can reference them and stay current on “hot” trends </li></ul><ul><li>Integrate: Promote your blog as part of your ongoing communications with clients and contacts </li></ul><ul><li>Cross-sell: Blog about others and they will return the favor </li></ul><ul><li>Track: Track who is following you </li></ul>How Do Attorneys Use Blogging?
  18. 18. Social Networking Best Practices <ul><li>Focus: Identify your goals and research what sites your competitors, potential clients, and industry leaders use. Prioritize your efforts to focus on one or two platforms </li></ul><ul><li>Profile: Your online profile on these sites is your online business card – what you do impacts your brand and reputation </li></ul><ul><li>Be Committed: Don’t look for instant gratification. Social networking can connect you to many people at a time but you still have to build solid relationships </li></ul><ul><li>Prioritize: Figure out how social networking will coincide with other client development activities and look at how you can integrate your business development tools (i.e. “tweet” about a client advisory) </li></ul><ul><li>Give, Give, Give: Promote others and they will promote you. By being willing to help the other person first, you will become known as the go-to person, and your network will become very strong in the process </li></ul>Social Networking Best Practices
  19. 19. How Do Attorneys Use RSS Feeds? Web 2.0 Questions?

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