The slides from Ross Fishman's popular program for lawyers and law firms, "Strategy, Branding, and Social Media: Standing out in a Crowd." It includes tips re Google+ LinkedIn Wikipedia Avvo Quora Yelp reviews etc. Presented at the Litigation Counsel of America (LCA), NALP, Association of Accounting Marketing (AAM), and the Association of Legal Administrators (ALA). © 2014 Fishman Marketing, Inc.

1. LCA Terranea
Strategy and Social Media:
The Latest Trends in Ethics & the Internet
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2. Two types of Internet searches
•! Organic search
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3. Two types of Internet searches
•! Organic search
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•! Secondary reference
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4. Telling your story online
Whom do you want writing on your bathroom wall?
Who has your best interest at heart?

5. Telling your
story online
•! Own your reputation
•! Be proactive
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•! Some info already
exists, create the rest
•! How hard is it?
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8. Start now
Get ahead of
the Internet

9. The Internet will tell
your story anyway.
Control the process.
Tell your story.
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10. Ethics Break

11. Yelp Sues Firm that Posted Fake Reviews
•! Yelp sued a bankruptcy law boutique
•! Alleged that firm posted fake glowing
Yelp reviews about itself
•! Violated CA’s consumer-protection laws?
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12. “Astroturfing” (fraudulent reviews)
•! NY’s Attorney General:
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•! “Slam dunk” for bar discipline
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13. Google Searches

14. What does Google like?
•! Your website
•! Wikipedia articles
•! Blogs
•! LinkedIn profiles
•! Google+ profiles
•! YouTube videos
•! Twitter
•! Facebook
•! Media mentions
•! Bylined articles
•! Photo sites
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•! Avvo.com
•! Directories
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•! Review sites
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•! Q&A sites
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•! Distribution platforms
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•! Slideshare.net -- PPT
slides, .pdfs, & videos
© 2014 Fishman Marketing, Inc.

15. Ethics Break

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18. Googling Yourself

19. Fast Company on Googling Yourself
•! “Why You Should Google Yourself and Not
Feel Guilty About It.”
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•! “Curation is being aware of how you’re
perceived.
•! “You want your image to be consistent and
what comes up at the top of a search to match
that.
•! “So, go ahead and Google yourself. Now.”
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20. What Should You Do?

21. So what should you do?
•! Create the things that Google likes
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•! Tell your story using the weighted tools
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•! Create valuable, meaningful materials
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22. Create “Marketing Monday”
•! Every Monday spend your lunch hour
online, filling out another marketing tool
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•! Start with the short, easy, impactful ones
•! You don’t need many
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23. Avvo.com

26. Avvo - Assignment
•! Fill out your Avvo profile
•! Play the game
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•! Include photo
•! Request a client Review
•! Seek a 9.0-10.0 rating
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27. 5+6789+:*;&/#(+<#$=".()>+?(%@+

28. Compare. . .

29. Website
Website
Blog
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30. Blog
LinkedIn
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31. Google+
Google+
Twitter
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32. JD Supra
Above Law
Family Guy
Avvo
Slideshare
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33. Dentist
YouTube
Facebook
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34. Google+ Profile

35. Create a Google+ Profile
•! Create a Gmail (Google email) address
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36. Google+
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40. Google+ Assignment
•! Create a Google+ profile
•! Tell your story
•! Fill it out thoroughly, creatively, persuasively
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•! Link to resources, articles, etc. residing
across the Internet
•! Upload posts, articles, memos
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41. LinkedIn

42. Stand out
•! Profile
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45. LinkedIn – Assignment
•! Draft a complete profile
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•! Use Status updates
•! Applications
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•! Upload your contacts
•! Seek Recommendations
•! Join / Create Groups
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46. Quora – Q&As

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50. Quora - Assignment
•! Identify a narrow practice area, niche, or
issue where you’d like to be known
•! Find and answer a Quora question
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•! Repeat
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51. Ethics Break

52. Can you look up jurors on social media?
•! Lawyers can look up jurors on social media
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•! Can’t connect with them
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•! May not communicate directly with jurors
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53. Other Online Tools

55. JD Supra - Assignment
•! Create a JD Supra profile
•! Upload an article on your most-important
practice or industry topic
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•! Fill out the Title, Description, and Tags
carefully
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57. Slideshare - Assignment
•! Create a Slideshare.net account
•! Upload an article and PPT presentation
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62. Need a new website or marketing upgrade?
Marketing training? Please call any time!
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