social media for law firms
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6S Academy:Social Media forLaw Firms:Do’s and Don’ts
Chris Breikss6S Marketing
M ay 1 7 , 2 0 1 1
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Abou
t Me
President, 6S Marketing
Founded 6S in 2001 (10 years!)
Expert in SEO, SEM, and Social Media
Speaks at, sponsors, and attends industry events across North America
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Our T
eam
Skilled, dedicated and industry-savvy team of 25 employees
Project managers have 4 to 10+ years SEM experience
Worked with 400+ clients
BC’s Top Ten company to work for in 2010 (BC Business Magazine)
6S Marketing
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Agenda• Facebook
• Email Marketing
• Blogs
• Social Media Strategy
• Examples in the Legal Industry
Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
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Objectives• Principles of social media
• Keys to social media
• Social media solutions offering the greatest ROI
• Ethical, liability and practicality
Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
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Goals• Increase brand awareness
• Drive traffic to the website
• Increase client contact and engagement
• Streamline online marketing efforts
• Increase billable hoursChris Breikss, President | Law Firm Social Media: Do’s and Don’ts
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Principlesof social media
Relationship
Engagement
Strategic networking
Establishing a word of mouth reputation
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Keys tosocial media
Listening
Offering value
Establishing trust
Engaging in existing conversations
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Solutions withthe greatest ROI
Blogs and RSS Feeds
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“Facebook facilitates the sharing of information through the social graph, the digital mapping
of people's real-world social connections.”
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Facebook Stats• Launched in 2004
• Over 600 million active users as of January 2011
• 42% of the North American population has a Facebook account
• One in every 13 people on the entire planet is on Facebook
source: Social Media Today
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Facebook Activity• There are over 1 billion objects that people interact with
(pages, groups, events and community pages)
• Average user is connected to 80 pages, groups and events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (links, news stories, blog posts, notes, photo albums, etc.) are shared each month
source: Facebook
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Facebook Mobile• There are more than 200 million active users currently
accessing Facebook through their mobile devices
• People who use Facebook on their mobile devices are twice as active on Facebook than non-mobile users
• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
source: Facebook
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Facebook Business Pages
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Why Use Facebook?• Generate brand awareness and exposure
• Generate new leads
• Reinforce customer loyalty and satisfaction
• Reinforce position as an industry leader in your field of practice
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Advertising on Facebook
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Facebook Advertising• Target people by Interests, Demographics and/or Geography
• Pay only for clicks (pay-per-click, PPC)
• Facebook has a very high volume of ad delivery
• Low cost
• Drive to Facebook Business Page or Website
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Facebook TargetingDemographic Targeting
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Facebook TargetingGeographic Targeting
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Facebook TargetingTargeting Interests
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Facebook Analytics
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Fan Page Interaction Media Consumption
Fan Growth
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Facebook Places
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Who. What. When. And Now WHERE.
Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
“ Facebook – with its population of 500 million plus – offers an invaluable marketing opportunity in the form of Places.”
Kevin Barenblat, CEO, Context Optional
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Facebook Places
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Why Use Twitter?• Engage with existing clients and develop a community
• Monitor what are people saying about your firm
• Leverage content that you have developed (i.e. blog posts)
• Get social referrals from your network
• Become a source of news and an industry leader
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Twitter: Goals• Increase Twitter followers by __%?
• Increase awareness?
• Extend reach of marketing initiatives?
• Online content distribution plan?
• Increase traffic to website?
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What should we talk about?• Reply to other people’s questions
• Comment on other people’s tweets
• Stick with the conversation
• Build relationships
• Don’t be a ME! ME!
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What should we talk about?• Share events that you are attending or planning to attend
• Have you tweeted about being here?
• Have you checked in on Foursquare or Facebook Places?
• @chrisbreikss @6S_Marketing
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What should we talk about?• Promote your own content like blogs, articles, and videos
• Promote other’s content like articles that you find interesting or relevant to your field of practice
• Re-tweet people that you want to build relationships with
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Content Strategy• Proprietary content
• Content development considerations (budget?)
• Repurpose content for other mediums
• Repurpose archived content (past articles, print campaigns, photos)
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Content Creation Strategy• Regularly recurring content on social media profiles
• 20% - 25% unpredictable, unique content
• Ad hoc updates (on the fly and mobile)
• Contests
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“It’s not just jobs. It’s also clients and services.”
- Reid Hoffman, LinkedIn founder
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“Being on LinkedIn puts you in the company of people with impressive credentials: The average member is a college-educated 43-year-old making $107,000. More than a quarter are senior executives.”
Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
Jessi Hempel, Fortune
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LinkedIn Elements• Network• Profile• Connections• Groups• Email• Search• Questions and answers
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LinkedIn to Grow Business
• Finding a contact in any company• Selling a product• Looking for an employee• Looking for information• Doing business in a new city• Looking for a business partner• Creating a reputation
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Questions and Answers
• Ask Questions or Answer Questions
• Asking – gets people to connect with you
• Answering – gets you a reputation and lets others learn your expertise
• Look for interesting people and questions
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Useful Tools on LinkedIn
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Status updates
Recommendations
Answers
Follow companies
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LinkedInMobile
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Email Marketing
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Email Marketing
• Email + CRM Integration:• Single access point to campaign tracking• One-to-one relationships with contacts and leads• Leverage your CRM investment
• Generate brand awareness and exposure
• Generate new client leads
• Reinforce client loyalty and satisfaction
• Reinforce firm positionChris Breikss, President | Law Firm Social Media: Do’s and Don’ts
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Email to Social Media
• Which social networks are your clients using?
• Start with your email database
• Use your email database to help seed your social media accounts
• Transition them over to each social network using campaigns specifically targeted at them
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Seeding Accounts
• Process of building up your initial user base
• Start by inviting friends, family, colleagues, and clients
• Export your Outlook contacts then filter
• A Facebook advertising campaign can dramatically expedite the process of building fans and likes
• Automated software can help for Twitter such as Tweet Adder - tweetadder.com (but be careful with this)Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts
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MailChimp
• MailChimp Social Pro allows you to see which of your email subscribers are on each social network and segment into lists by social network
• MailChimp will even pull in pictures into MailChimp Faces to segment your lists and “put a face to that email”
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MailChimp Faces
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Blogging
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Blog / RSS Integration
• Use your blog as your social media hub
• Integrate your blog with all your social media platforms
• In the open and transparent age of social media, blogs are vital for reputation management
• Proper blog integration, distribution and strategy is vital to the success of any corporate blogging initiative
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Why Blog?
• Enhance your reputation as a reliable and trusted authority in your field of practice
• Gain superior search engine rankings
• Add content as easily as writing an email
• Push content to target audience by RSS and email
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Social Media Strategy•Measurable objectives
•Build supporting content•Blog development•Twitter, Facebook, LinkedIn
•Distribute and share content•RSS feeds•Social media integration – mobile•Social media account management
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Facebook Example: BC Family Law
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Twitter Example: BC Family Law
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Blog Example: Clark Wilson LLP
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[email protected]@6S_Marketing