Clients and customers want a better world, not just better widgets. @simonmainwaring [email_address] #LMALA
86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests. Edelman 2010 GoodPurpose® Study @simonmainwaring #LMALA [email_address]
Social Media and The Law [email_address] #LMALA @simonmainwaring GEOGRAPHY: Universal access is partly why social media and the Internet have been difficult to fit into one field of law. JURIES: Lawyers are pulling information from social networks like Facebook and LinkedIn to see what companies, brands, or affiliations jury members might have. EVIDENCE: In terms of legal evidence, social media is a lot like e-mail made public. BRANDING: Social media is helping lawyers establish a brand and identity. LEAD GEN: Social media was most effective at creating offline relationships.
“ In-house attorneys now are using new media platforms to deepen their professional networks; to obtain their legal, business, and industry news and information; and to enrich their social and personal lives. Most importantly, they expect that trend to accelerate in the future.” @simonmainwaring [email_address] #LMALA Greentarget 2010 Corporate Counsel New Media Engagement Survey Can you ignore social media?
So are you ready to be social? @simonmainwaring [email_address] #LMALA Define Purpose and Core Values Distil into Emotional terms Craft a Manifesto Write a Vision Statement Commit to Purpose Align Internally
5 Essentials Social Platforms @simonmainwaring [email_address] #LMALA Blog Facebook/Twitter/Google+/Linked In You Tube Channel Content (re Products/Services/Purpose) E-commerce (Offline/Online/Mobile)
“ LawPivot will charge both lawyers and startups to use it. If the company can pull this business model off, it will have devised a way to not only intercept fees lawyers sometimes collect for consultations but also collect fees from those lawyers themselves. If that doesn’t scream brilliant, we don’t know what it does.” @simonmainwaring [email_address] #LMALA Mashable, March 2011
1. Community Building @simonmainwaring [email_address] #LMALA
Brand Building Social Strategies/Tactics [email_address] #LMALA @simonmainwaring Blog : Allowing individual attorneys to to co-author the brand’s/firm’s message. See: ctemploymentlawblog.com Curate : Become a source of news creating, aggregating and filtering industry news and matters related to your specialty letting the information flow both ways. @dnajd Referrals : Use social media to connect with colleagues and thought leaders for client referrals by finding, following and engaging with blogs in your area of expertise and geographic area. See: @nikiblack Be human : Show your personality and humor so people want to work with you. See: @FAquila
Goodwill Building Social Strategies/Tactics Crowdsource ideas or funds or IP Collaborate with competitors/cross sector Build contribution into real/virtual consumption Launch/partner with employee volunteer programs Use social platforms to trigger donations/actions Use online platforms/mobile apps for credibility/reach @simonmainwaring [email_address] #LMALA
Added Return on Investment @simonmainwaring [email_address] #LMALA Employee Retention Intellectual Property Research & Development PR Reputation Management/Word of Mouth
1. The future of profit is purpose. 2. Brands must become community celebrants not celebrities. 3. Marketers must become data traders in social emotion. @simonmainwaring [email_address] #LMALA
Thank You, LMA. Twitter: @simonmainwaring Email: [email_address] For the slides, email: [email_address] To be part of the first ever WE FIRST SOCIAL BRANDING SEMINAR, see Morgan at the back of the room!