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Digital Marketing: Driving Business Growth With An Eye to In-House Counsel
MaryJane Mudd presented on digital marketing and how it can drive business growth. She discussed results from a survey of in-house counsel on their use of social media which found younger lawyers are more active on LinkedIn and blogs. Younger in-house counsel and those at smaller companies cited social media sites as leading sources of information. The ABA Commission is examining lawyers' use of social media and may provide guidance on balancing personal and professional use of these sites.
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Digital Marketing: Driving Business Growth With An Eye to In-House Counsel
- 1. DIGITAL MARKETING: DRIVING BUSINESSGROWTH WITH AN EYE TO IN-HOUSE COUNSEL Legal Marketing Association November 16, 2010 By MaryJane Mudd Full Tilt Communications
- 2. DURING THIS PRESENTATION Social Media Birds-Eye View In-House Counsel Survey Results ABA Commission Social Media Study What It All Means Resources
- 3. SOCIAL MEDIA: ABIRDS-EYE VIEW
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- 5. HOW SOCIAL MEDIAWORKS “Turn strangers into friends, Turn friends into customers, And then… do the most important job: Turn your customers into sales people.” - Seth Godin
- 6. 6 6 HOW LINKEDIN, FACEBOOK, TWITTERAND BLOGS WORK TOGETHER TO ENHANCE RELATIONSHIPS The continuum of “professional” to “personal” online environments LinkedIn, Facebook and Twitter are the virtual handshake Biography and professional profile vs. interaction, engagement and conversation
- 7. LINKEDIN Business-oriented social networkingsite Improves your Google page rank, search engine results Increases the relevancy of a job search Makes meetings go more smoothly Gauges health of companies and industries
- 9. LINKEDIN TIPS Createa compelling profile Write regular status messages Use the Q&A function Become an “expert” Join groups Start a group Promote your blog Use URL on signature block
- 10. FACEBOOK The largestsocial networking site Users create a profile and share photos, videos, events, messages and more 500 million active users Fastest growing demographic is over 30 years old Average user has 120 friends on the site More than 3 billion minutes are spent on Facebook each day (worldwide)
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- 13. FACEBOOK The largestsocial networking site Users create a profile and share photos, videos, events, messages and more 500 million active users Fastest growing demographic is over 30 years old Average user has 120 friends on the site More than 3 billion minutes are spent on Facebook each day (worldwide)
- 14. FACEBOOK TIPS Postcontent worth reading Post frequently Encourage interaction Link back to web site List all events, speaking engagements Thank people for comments, input Turn firm’s site into a water cooler location
- 15. TWITTER A microbloggingservice that allows users to post short updates Some 19% of internet users now say they use Twitter or another service to share updates about themselves Marketers can create a community of followers to which they push information while developing a corporate personality
- 17. Twitter is not asales call!
- 18. TWITTER TIPS Startwith the end in mind: Stay informed? Do research? Build a personal brand? Create compelling profile Give as much as you take Don’t be that guy!
- 19. E-MAIL MARKETING Accordingto Marketing Sherpa: 75% of social media experts say e-mail is the best way to interact with customers 50% of all content shared today is shared using e-mail E-mail plus social sharing equals more customers
- 20. E-MAIL MARKETING MUSTSFROM OMS 2010 Use brand in subject line Include welcome in the body Use links back to web site Include call to action on newsletter, or on site Personalize with client names Personalize with your signature Use customer-centric language Offer incentives, if appropriate Educate recipients Remind recipients of firm benefits
- 21. CORPORATE COUNSEL NEW MEDIAENGAGEMENT SURVEY
- 22. SURVEY POOL Surveyconducted in spring 2010 by ALM Legal Intelligence, Zeughauser Group and Greentarget Strategic Communications 164 GCs/Chief Legal Officers, Deputy/Assistant GCs across the United States
- 23. FOR STARTERS… Blogs:AmLaw 200 are blogging with 297 blogs among them; 245 of which are firm branded. A 147% increase from 2007 (Source: LexBlog) LinkedIn: Every AmLaw 200 firm has a Company Profile on LI. Of the 50 million users on LI, 1.5 are lawyers (Source: Apollo Business Development) Facebook: 31 of AmLaw100 have “fan pages.” Not well branded but potential is there (Source: Stem Legal Blog) Twitter: 76 of AmLaw 100 have Twitter pages, but haven’t posted a single tweet. 39 firms are using it, but not well (Source: The Byne Blog)
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- 25. DIGITAL WHAT? Familiarity decreases withage…63% in 40 – 49 age group worth noting
- 26. MY KIDS SIGNEDME UP…
- 27. MAYBE THERE’S SOMETHING TOALL THIS… Younger lawyers are much more active on LinkedIn than older lawyers Blog use is more consistent across all age groups: 35% visited a blog within past 24 hours, 54% in past week
- 28. SOCIAL NETWORKING TOOLSUSED FOR PERSONAL REASONS
- 29. SOCIAL NETWORKING FOR PERSONALREASONS…AGE GROUPS Blurred lines: 37% counsel age 30-39 have used FB for professional reasons; 50% in the past week
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- 31. PRIMARY MEDIA SOURCES FORLEGAL, BUSINESS, INDUSTRY NEWS AND INFO 45% of companies with revenue of less than $10 million cited blogs among their top sources of information; as did 48% of companies with revenue of $1.5 billion to $9.9 billion
- 32. WHO’S ONLINE 53%of in-house counsel ages 30 – 39 cited social media web sites as their leading sources of information 47% of in-house counsel at companies with $10 million or less in revenue and 65% at companies with $10M - $100M cite social media web sites as leading sources of information $1B and above—not so much
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- 35. SEND IT TOMY PHONE
- 36. WHAT DOES THEFUTURE HOLD?
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- 38. ABA COMMISSION ONETHICS 20/20 WORKING GROUP ON THE IMPLICATIONS OF NEW TECHNOLOGIES Pay per click Online social networking Blogging Lawyer websites Case histories on law firm web sites Gathering information through networking websites Discussion forums JD Supra document uploads
- 39. COMMISSION’S GOALS “The Commissionseeks to determine what guidance it should offer to lawyers regarding their use of social and professional networking sites, especially when lawyers use those sites for both personal and professional purposes.” “This guidance could take the form of a policy statement that could be submitted to the House of Delegates for its adoption or a white paper that sets out certain guidelines regarding lawyers’ use of networking sites…”
- 40. WHAT IT ALLMEANS
- 41. TAKEAWAYS Digital marketinghas its place in the strategic marketing mix Referrals still primary Social media is used more, and considered more credible, among younger set More prevalent in smaller companies There is a future in blogging and mobile marketing Stay tuned regarding ABA Commission
- 42. RESOURCES Greentarget Survey:http://bit.ly/agQnuV ABA PDF: http://www.abanet.org/cpr/issuepaper.pdf The State of Law Firm E-Mail Marketing, by Joshua Fruchter http://bit.ly/eLmReport josh@emailmessaging.net
- 43. ADDITIONAL RESOURCES www.marketingprofs.com www.webmarketcentral.blogspot.com www.tengoldenrules.com www.amahouston.org www.technorati.com
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