This document discusses the importance of social media and content marketing for law firms. It notes that traditional marketing channels are still widely used by law firms. A survey on law marketing trends found that "beauty contests" are on the rise, where firms compete for new clients, and marketing is becoming as important as rainmaking. The document provides tips on developing an expert status online through specializing in a niche, sharing knowledge, and having opinions. It outlines establishing a social media strategy including defining targets and channels.

1. 18.03.2011
LEGAL MARKETING BRUSSELS
SoCIAL MEDIA & LAW FIRMS
Kristien Vermoesen
Managing Partnertner
www.FINN.be
kristien.vermoesen@FINN.be

2. 18.03.2011
CASE: BURGER KING
THE POWER OF GOOGLE
“FREE SAMPLE”
KNOWLEDGE, INSIGHT, ANALYSIS

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CONTENT
I. THE TIMES, THEY ARE A-CHANGIN’
II. THE SOCIAL NETWORK
III. ACTION!

4. 18.03.2011
FINN Survey 2010:
‘law marketing trends 2011’

5. 18.03.2011
Survey 2010: ‘law marketing trends 2011’
- THE RISE OF THE ‘BEAUTY CONTESTS’

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Survey 2010: ‘law marketing trends 2011’
- THE RISE OF THE ‘BEAUTY CONTESTS’ (2)

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Survey 2010: ‘law marketing trends 2011’
- FROM ‘rainmaker’ model To marketing
model

8. INHOUSE
COUNSEL
RAINMAKER
Cfr. Eversheds, Schultz,…

9. BUT!

10. 18.03.2011
Survey 2010: ‘law marketing trends 2011’
- LAW FIRMS USE traditional marketing
CHANNELS

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Survey 2010: ‘law marketing trends 2011’
- LAW FIRMS KEEP BELIEVING IN traditionAl
marketing CHANNELS

12. 18.03.2011
CONTENT
I. THE TIMES, THEY ARE A-CHANGIN’
II. THE SOCIAL NETWORK
III. ACTION!

14. Social media facts & figures
Male Female Mal & Female
Caucasian Caucasian Caucasian
41 37 35
72.885 € 51.515 € 51.692 €
BE: 910.000 BE: 4.238.340 BE: 90.000

15. Blogging & Leads
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

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STRATEGy: expert STATUS
CONTENT MARKETING
WHAT DOES AN EXPERT
DO?
ANALYSIS
INTERPRETATION
OPINION
~ INBOUND MARKETING

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Expert status
STEP 1 – SPECIALIZE
NICHE !

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Expert status
STEP 2 – experts ACCUMULATE KNOWLEDGE
KNOWLEDGE:
- articles
- research
- professional blogs/social networks

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Expertstatus
stEp 3 – experts SHARE KNOWLEDGE
“THE GUERILLA MARKETEER IS ALWAYS LOOKING
FOR AN OPPORTUNITY TO GIVE.” (Jay Conrad Levinson)
BOOKS
WHITEPAPERS
BLOGS
RESEARCH
PRESS RELEASES
SEMINARS
=> ALL SHARED ON SOCIAL MEDIA

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Expert status
stEp 4 – experts HAVE AN OPINION
CURATION VS. ORIGINAL CONTENT

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Expert status
stEp 5 – experts WORK HARD
“IT TAKES 10 YEARS AND 10 000 HOURS TO BECOME
AN EXPERT”

23. 18.03.2011
CONTENT
I. THE TIMES, THEY ARE A-CHANGIN’
II. THE SOCIAL NETWORK
III. ACTION!

24. THE Social media CIRCLE
“signpost”
“content”
“conversation”

25. THE Social media CIRCLE
“signpost”
“content”
“conversation”

26. THE IMPORTANCE OF A BLOG:
USE YOUR WEBSITE AS FOCAL POINT
BELANG VAN BLOG
5 redenen om te bloggen

27. 26.08.2010
THE IMPORTANCE OF CONVERSION
Newsletter
Email signature
Offline comm
Twitter, RSS,
Facebook, LinkedIn
CONVERSION-
RATE: 3 % – 7%

29. HOW TO GET STARTED

30. I. DEFINE TARGETS & TARGET GROUPS

31. II. CHOOSE YOUR CHANNELS
b2b b2c
+ NEWSLETTER

32. III. DEFINE A
‘SOCIAL MEDIA CIRCLE’

33. IV. DEFINE VALUES, CONCEPT & CONTENT

34. V. PLANNING:
CALENDAR,
FREQUENCE, CALENDAR, CONTENT MANAGER, GUIDELINES

35. VI. MONITOR and LISTEN!

36. 26.08.2010
Tips & tricks
DON’T HIDE YOUR BLOG

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Tips & tricks
USE LINKEDIN GROUPS & ANSWERS

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Tips & tricks
LISTEN
BE ACCESSIBLE

42. 26.08.2010
Tips & tricks
USE TWITTER TO GET KNOWN BY JOURNALISTS

43. 18.03.2011
PRESS

44. Vragen?
kristien.vermoesen@finn.be
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