social media marketing: what’s in it for you? · 2018-12-17 · • broadcast approach • begin...
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Milano | Roma | Genova | Berlin | London | New York | São Paulo © 2015 Barabino & Partners - Rome • June 18th, 2015 www.barabino.it
2015 INTERNATIONAL MEETING
Social Media Marketing: What’s In It for You?
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2 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Why me as speaker…
The leading Italian PR Firm
Legal Market leader in Consultancy
to Law Firms
The international track record
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3 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Social Media Revolution
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4 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Authenticity
Trasparency
Dialogue
Respect
Collaboration
Social responsibiliy
Creation of value
Embrace A New Culture And Its Values!
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5 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
To get information, people trust search engines more than traditional media
Fonte
67%
63%
65%
62% 62%
60%
63% 64%
Search engines 72% (+8)
Traditional media 64% (+2) «millenials» trust them
even more
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6 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
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7 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Key to your web reputation is (a lot of) engaging, visual, shareable equity content
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8 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Key to your web reputation is (a lot of) engaging, visual, shareable equity content /2
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9 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Key to your web reputation is (a lot of) engaging, visual, shareable equity content /3
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10 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
The Opportunity is Out There For You
Networking
Employer branding
Effective positioning
Thought leadership
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11 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Key Social Platforms for Legal Firms
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12 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Fonte 2013
All Am Law 50 firms are on LinkedIn and Twitter
64%
90%
100%
94%
0% 20% 40% 60% 80% 100%
Google +
30% hanno una pagina attiva
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Fonte 2014
Social media engagement is not a matter of size
Law Firm Social Media Reach Ranking Am Law Rank
DLA Piper 1 1
Skadden 2 4
Baker McKenzie 3 2
Latham 4 3
Jones Day 5 7
Norton Rose 6 6
White & Case 7 10
Hogan Lovells 8 8
Kirkland 9 5
Greenberg Traurig 10 15
Law Firm Engagement Ranking Am Law Rank
Sidley 1 9
Fish 2 85
Latham 3 3
Jones Day 4 7
Greenberg Traurig 5 15
Nixon Peabody 6 70
Poisinelli 7 93
Wilmer 8 22
Hogan Lovells 9 8
Cooley 10 45
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14 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Beware: Your Boss Is Social!
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15 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Online boundaries between Personal and Professional are blurred
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16 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Social Media Policy
Key Social Project Pillars (besides Content Production)
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17 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Social Media Policy
Key Social Project Pillars (besides Content Production) /2
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18 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Key Social Project Pillars (besides Content Production) /3
Social Media Training
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19 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Tips and tricks
DON’TS
• Broadcast approach
• Begin if not fully convinced
• Forget a solid Social Media Policy
• Use promotional content
• Ignore what people say about you and the subjects you care about
• Staff inadequate people on the social media team
• Follow the latest technology trend
• Be afraid
DO
• Mobile first
• “Follow us” on firm’s website
• Develop “snack” social content
• Open accounts for storing valuable non-promotional content
• Build a community with a “pull” approach (if you build it, people will come)
• Involve partners, associates and employees
• Invest and update frequently
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20 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
At least, in case of web reputation problems…
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21 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
NO EXCUSES
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22 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
In case of interest…
Please contact us for:
• Consultancy
• Social media training
• Social media guidelines
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23 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
And now, nice visit to Vatican Museums
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Thanks for your attention
Milano | Roma | Genova | Berlin | London | New York | São Paulo © 2015 Barabino & Partners - Rome • June 18th. 2015 www.barabino.it
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25 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.
Contact
Federico Steiner Partner and Managing Director +39 02 72 02 35 35 [email protected]