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LinkedIn for Lawyers Looking for $Loot$

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LinkedIn for Lawyers Looking for $Loot$

  1. 1. Presented by TC Public Relations
  2. 2. Attention Legal Marketing Professional! Want fame and fortune from using at your firm?
  3. 3. “LinkedIn leads all other social networks in professional usage and perceived credibility (88%)….” 2012 In-House Counsel New Media Engagement Survey by Greentarget, InsideCounsel, Zeughauser Group
  4. 4. “For law firms and lawyers an effective LinkedIn presence is as important as a telephone. Don’t buy that? Well, it’s more important than a Martindale-Hubbell listing was, something we all believed critical and for which we paid big dollars for decades.” Kevin O’Keefe, Lexblog
  5. 5. Trade Shows/Professional Events/Civic Organizations LinkedIn Make New Connections Make New Connections Increase the “Know,” “Like” and “Trust” with New Connections Increase the “Know,” “Like” and “Trust” with New Connections Share too many printed materials that likely will be tossed Share information that stays accessible Leverage strategic indirect professional activities when you can’t “sell” Leverage strategic indirect professional activities when you can’t “sell” Months of preparation and thousands of dollars of costs Put new relationships on a faster development track
  6. 6.  Define KPIs for LinkedIn  Data Used to Make Decisions  Leverage LinkedIn Data Content Marketing  Reduce Costs to Study Your Prospects which means we now need to ask…
  7. 7. Should Do Maybe New Invitations Total Connections LinkedIn Profile Views Likes and Comments on Updates Firm Page Followers Search Results Requests From Prospects Inbox Activity Group Topics Relevant to Firm’s Practices Recommendations
  8. 8.  Attractive Profiles  Active Corporate Pages  Growth – Followers and Connections  “Good Groupie”
  9. 9.  Dress up before you go out ◦ Add a professional headshot ◦ Update professional headline to include keywords ◦ Summary - Include keywords used in your headline, repeat keywords using a combination of full sentences and bullet points ◦ Skills and Areas of Concentration
  10. 10.  Current clients  Referral sources  Connected prospects
  11. 11.  Eye-catching Call to Action and Link ◦ Rotate among different linkable banners on “products & services” page  Add Legal Practices and/or Industries to Products & Services Page ◦ Case Study, White Paper, PowerPoint, Webinar  Use Target Audiences for Specific Updates by…
  12. 12.  Remember you’ll need at least 100 followers, so….
  13. 13.  Leverage Owned Media: Draw attention to your LinkedIn company page to increase your followers with a blog post about LinkedIn in firm’s industry and include a link to your company page. It should provide value, such as the 10 top Groups in your industry.  Add Company Page Link to Your Email Signature: Email is still the preferred communication medium for most businesses, so don’t miss the opportunity to include a link to your LinkedIn company page at the end of each message. Encourage other employees to do the same.  Add Company Page Link to Your Group Post Signature: Rather than sign your Group messages with a link to your website, link to your company page. People in LinkedIn are more likely to view a page in LinkedIn than go look at your website. Adapted from http://socialmediab2b.com
  14. 14.  Marketing materials  Press releases  Advertising  “Cold calls”  Facebook/Twitter duplicate posts
  15. 15.  Summary: Where you can see information such as number of members, comments made in the last week, location and job function of the majority of members, and ranking of position titles.  Demographics: Section breaks down analytics across seniority, job function, location, and industry for the members of the group.  Growth: In the Growth view you can see how the group has grown over time, the number of members in the group, and the number of new members in the last week.  Activity: See comments, discussions, jobs, and promotions over the last week. Includes a monthly chart to see the number of comments and discussions over time.
  16. 16.  Who is there already?  How are they doing?  What engagement is coachable?
  17. 17.  Known  Liked  Trusted on
  18. 18.  Three to six month commitment  Building a reputation is business development  Recruiting relationships without “Rules” = Ruin  No place to copy and paste your bio
  19. 19.  In-House Counsel New Media Engagement Survey ◦ http://bit.ly/YpndZ9  Social Media Examiner ◦ http://www.socialmediaexaminer.com  Executive Guide to Social Networks ◦ http://executivesguide-socialnetworks.com  Linked Into Business ◦ http://linkedintobusiness.com/  Lexblog ◦ http://www.lexblog.com
  20. 20. Tom Ciesielka 312-422-1333 tc@tcpr.net

Editor's Notes

  • Ask how they see LinkedIn fitting into their firm’s overall marketing and public relations efforts? Share story about Tom speaking at PCC event with leading social media experts
  • You need to be sold first before selling it to the firm’s attorneys, and manage expectations, uniform compliance is almost impossible
  • Compare cost of attending one-hour networking event verses time on LinkedIn
  • Look at their profiles regularly; touch base with a sincere note; cross connect LinkedIn verses email; do the sort process
  • Leverage “Early Adapters” with “fence sitters”
  • This is worth $200,000
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