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The document discusses strategies for small law firms to use social media effectively. It begins by outlining the top reasons why social media matters for law firms, including that it provides cost-effective ways to build exposure and influence buying decisions. However, many attorneys do not use social media due to concerns about the time commitment and not having interesting content. The document then provides examples of how attorneys can use social media to increase their exposure and protect their online reputation while identifying business goals. Finally, it stresses the importance of increasing visibility through consistent engagement across various marketing activities.
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- 1. Why Blogging and Social Media Ma1ers to Law Firms Social Media Strategies for Specialized Law Firms & Solo PracAAoners 1 Social Media Strategies for Small Law Firms February 6, 2013
- 2. Let’s Get Started 2 Social Media Strategies for Small Law Firms February 6, 2013
- 3. Today’s Topics: • Top 4 Reasons Why Social Media Ma1ers • Why Don’t A1orneys Use Social Media? • How Will You Use Social Media? • Social Media History and Where Were Going • Blogging & Social Media Best PracIces • What’s Happening out there? • Next Steps 3 Social Media Strategies for Small Law Firms February 6, 2013
- 4. Top 4 Reasons Why Social Media Ma1ers 4 Social Media Strategies for Small Law Firms
- 5. 1. Cost EffecIve Ways to Build a Massive PlaRorm -‐How many people know who you are? -‐ How you’re different Source: Survey by TechnoraA.com, 2011 5 Social Media Strategies for Small Law Firms February 6, 2013
- 6. 2. Increased Traffic To Your Website -‐ Social Media -‐ Blogs Source: Survey by TechnoraA.com, 2011 6 Social Media Strategies for Small Law Firms February 6, 2013
- 7. 3. Influence Buying Decisions Source: Survey by TechnoraA.com, 2011 7 Social Media Strategies for Small Law Firms February 6, 2013
- 8. 4. Business Development B2C B2C B2B B2B Source: “State of Inbound MarkeAng,” HubSpot, 2011 8 Social Media Strategies for Small Law Firms February 6, 2013
- 9. Why Don’t A1orneys Use Social Media? 9 Social Media Strategies for Small Law Firms
- 10. Why Don’t A1orneys Use Social Media? TIME Taking part in social media takes up valuable Ime and most a1orneys I speak with would rather be billing than posIng on Twi1er or Facebook. This is a warranted concern that needs to be addressed when implemenIng your social media strategy. 10 Social Media Strategies for Small Law Firms February 6, 2013
- 11. Why Don’t A1orneys Use Social Media? Current Strategy is Working Why get involved with social media if you already have tons of work? This is a great problem to have by the way, and I’d like to know your secret. This type of a1orney does extremely well in social media as his social acIviIes will complement his offline acIviIes. For example, a^er a1ending an event, why not add all your business cards to LinkedIn? It’s one more way of keeping your name in front of everyone you met. The more acIve he is offline, the more his social acIviIes benefit. 11 Social Media Strategies for Small Law Firms February 6, 2013
- 12. Why Don’t A1orneys Use Social Media? Nothing Interesting to Say Why would anyone care about what I ate for breakfast? Who I’m daIng? Where I’m working out? Many a1orneys have personal Facebook profiles and get annoyed at the mundane comments they see on a daily basis. This is a very common reason why a1orneys don’t get involved with social media. 12 Social Media Strategies for Small Law Firms February 6, 2013
- 13. How Will You Use Social Media? 13 Social Media Strategies for Small Law Firms
- 14. 1. Increase My Exposure Source: Survey by Social Media Examiner of 3,800 companies, March 2012 14 Social Media Strategies for Small Law Firms February 6, 2013
- 15. 2. Protect Your Reputation LN Profile Linked In Profile Facebook Profile My Blog Profile Google+ Profile White Pages LisAng My YouTube Videos 15 Title name goes here February 6, 2013
- 16. 3. Identify Business Goals Start by idenAfying your business goals. Answer these criAcal quesAons to get started • In which areas of pracAce do I want to be known? • In what geographies do I want to compete for business? • Do I have the Ame to learn and set up my social media pla_orm? • How much Ame will I be able to devote to blogging? 16 Social Media Strategies for Small Law Firms
- 17. 4. Increase Visibility Visibility is essenAal to being top-‐of-‐mind. Consumers are more likely to find you if: • You engage them with a mix of markeAng acAviAes, including blogging and social media • You appear on leading legal sites, like Lawyers.com SM • Your blog and website are content-‐rich and inviAng and opAmized for search engines 17 Social Media Strategies for Small Law Firms
- 18. Social Media History and Where Were Going 18 Social Media Strategies for Small Law Firms
- 19. 1. History 150 million 845 million 100 million 1994 2000 2003 2004 2006 2010 2012 First LinkedIn Twider Today websites launch launch • 845 million and blogs use Facebook appear • 150 million Facebook launch use LinkedIn • 100 million Source: Larry Bodine blog post, “Nearly All Small Firms Use Social Media in Legal MarkeAng” use Twider 19 Social Media Strategies for Small Law Firms February 6, 2013
- 20. 2. Why Don’t A1orneys Use Social Media? Confusion Yesterday Today 20 Social Media Strategies for Small Law Firms February 6, 2013
- 21. 3. At the Very least Social media channels can be leveraged for varying purposes. Firm Blog PosiAon yourself as an expert, generate calls from the news media, respond to comments. LinkedIn Make contact with business clients and potenAal clients, meet referral Sources, market yourself with recommendaAons. Facebook Be found where social media users spend the most Ame, collect fans and converse directly with the target audience Twi1er PosiAon yourself as an informaAon source, syndicate your own content, adract followers. 21 Social Media Strategies for Small Law Firms
- 22. Social Media Best PracIces 22 Social Media Strategies for Small Law Firms
- 23. 1. LinkedIn • 1,473,000 lawyer profiles worldwide* • Average household income is $109,000† LinkedIn best pracAces. The #1 social media network for business professionals • Create a comprehensive profile • Start by connecAng with people you know • à Tip: Use LinkedIn Toolbar for Outlook • Recommend Others 1st...then ask to be recommended • Join groups for adorneys, referral sources & prospects • Start a group for your target market • Answer quesAons • Update your status at least 3x per week • List all your events on LinkedIn 23 Social Media Strategies for Small Law Firms February 6, 2013
- 24. 2. Facebook Facebook best pracAces. • People have profiles, businesses have pages • Update your status regularly • Include calls-‐to-‐acAon, logos, pictures, and video • Referrals are all about RelaAonships! 24 Social Media Strategies for Small Law Firms February 6, 2013
- 25. 3. Twitter Twider best pracAces. • 145 characters – headline of your blog entry + link • Don’t adverAse • Use to research trending topics & learn what people are talking about: www.bing.com/social (shows results of what’s being talked about on Twider – real Ame!) NOT effecAve VERY effecAve 25 Social Media Strategies for Small Law Firms February 6, 2013
- 26. 4. Blogging Blogging should be the cornerstone of your social media strategy. • Showcase legal experAse • Establish your firm as an authority for a pracAce area/industry • Respond quickly to Amely news and events • Be rewarded by search engines for fresh, Amely content • Build relaAonships responding to feedback and commentary • Project your personality 26 Social Media Strategies for Small Law Firms
- 27. What’s Happening out there? 27 Social Media Strategies for Small Law Firms
- 28. Companies that blog have 55% more website visitors and generate 88% more leads.* * Source: Hubspot, 2010 28 Social Media Strategies for Small Law Firms February 6, 2013
- 29. WEB & BLOG On a Search Website Homepage On-‐Domain Blog Page 29 LFMS SoluAon Selling
- 30. Questions are being asked Blogs rank well when people “ask” Google quesAons! 30 LFMS SoluAon Selling
- 31. Consistent Branding 31 LFMS SoluAon Selling February 6, 2013
- 32. Consistent Branding 32 LFMS SoluAon Selling February 6, 2013
- 33. Consistent Branding 33 LFMS SoluAon Selling February 6, 2013
- 34. Blog Topics from many Sources InteresAng blog topics can spring from many sources. • Google Alerts, newspapers, and magazines • Read compeAtors’ blogs and comments. • Ask yourself, “What is my client’s biggest concern?” • Write a sequel or follow up to a past post. • Ask a quesAon based on a current event. ie. What do you think of the Connec2cut Shoo2ng Massacre and Gun Control Laws? • Create a regular feature. • Read your comments • Read your social-‐media group’s quesAons. What are people charng about? • Do an Interview. Make a predicAon. Recruit a guest. 34 Social Media Strategies for Small Law Firms February 6, 2013
- 35. It takes Time Social media markeIng takes Ime: The majority of marketers (59%) are using social media for 6 hours or more each week, and a third (33%) invest 11 or more hours weekly. Design and development, analyAcs and content creaAon are the top three areas that social media marketers are outsourcing. * Source: 2012 Social Media Marke2ng Industry Report: How Marketers Are Using Social Media to Grow Their Businesses, Sponsored by Social Media Examiner, April 2012 35 Social Media MarkeAng Takes Time February 6, 2013
- 36. Investments are being Made Small Businesses Spending More on Social Media in 2012: In 2012, small businesses (1 to 5 employees) plan to spend 43% of their lead generaAon budgets on inbound markeAng (blogs, social media, search engine opAmizaAon). In contrast, in 2012, small business (1 to 5 employees) plan to spend only 14% of their lead generaAon budget on outbound markeAng (direct mail, telemarkeAng, trade shows). * Source: The 2012 State of Inbound Marke2ng, HubSpot 36 There Is Spend to Go Around February 6, 2013
- 37. Next Steps? 37 Social Media Strategies for Small Law Firms
- 38. Next Steps Take what you’ve learned and apply it to help grow your firm’s business Set ObjecAves Determine Your Social Media Strategy Determine How You Will ParAcipate in Social Media and What You Will Measure Understand What It Takes to Be Successful and Keep At It 38 Social Media Strategies for Small Law Firms February 6, 2013
- 39. Next Steps Take what you’ve learned and apply it to help grow your firm’s business Make it a Priority Don’t be Lost If you can’t do it yourself partner with a third party. Set a appointment with a expert Have Zach do a comprehensive review on your firm. 39 Social Media Strategies for Small Law Firms February 6, 2013
- 40. Conclusion Social Media Early Adopters Will Be Rewarded “While it is clear that businesses are gravita2ng towards inbound marke2ng, some are moving more aggressively than others. Those who move first are more likely to reap the tremendous business benefits of this new era of marke2ng.” * Source: The 2012 State of Inbound Marke2ng, HubSpot 40 Early AdopAon Is Rewarded February 6, 2013