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18.03.2011



LEGAL MARKETING BRUSSELS
SoCIAL MEDIA & LAW FIRMS




         Kristien Vermoesen
         Managing Partnertner


         www.FINN.be
         kristien.vermoesen@FINN.be
18.03.2011



CASE: BURGER KING




          THE POWER OF GOOGLE
          “FREE SAMPLE”
          KNOWLEDGE, INSIGHT, ANALYSIS
18.03.2011



CONTENT




I. THE TIMES, THEY ARE A-CHANGIN’
II. THE SOCIAL NETWORK
III. ACTION!
18.03.2011


FINN Survey 2010:
‘law marketing trends 2011’
18.03.2011



Survey 2010: ‘law marketing trends 2011’
- THE RISE OF THE ‘BEAUTY CONTESTS’
18.03.2011



Survey 2010: ‘law marketing trends 2011’
- THE RISE OF THE ‘BEAUTY CONTESTS’ (2)
18.03.2011


Survey 2010: ‘law marketing trends 2011’
- FROM ‘rainmaker’ model To marketing
model
INHOUSE
 COUNSEL
                            RAINMAKER

Cfr. Eversheds, Schultz,…
BUT!
18.03.2011


Survey 2010: ‘law marketing trends 2011’
- LAW FIRMS USE traditional marketing
CHANNELS
18.03.2011


Survey 2010: ‘law marketing trends 2011’
- LAW FIRMS KEEP BELIEVING IN traditionAl
marketing CHANNELS
18.03.2011



CONTENT




I. THE TIMES, THEY ARE A-CHANGIN’
II. THE SOCIAL NETWORK
III. ACTION!
Social media facts & figures




     Male          Female        Mal & Female
  Caucasian       Caucasian       Caucasian
      41              37              35
   72.885 €        51.515 €        51.692 €

  BE: 910.000    BE: 4.238.340    BE: 90.000
Blogging & Leads




   Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
18.03.2011




STRATEGy: expert STATUS



                 CONTENT MARKETING
                 WHAT DOES AN EXPERT
                 DO?
                 ANALYSIS
                 INTERPRETATION
                 OPINION

                 ~ INBOUND MARKETING
18.03.2011



Expert status
STEP 1 – SPECIALIZE




NICHE !
18.03.2011



Expert status
STEP 2 – experts ACCUMULATE KNOWLEDGE



KNOWLEDGE:
- articles
- research
- professional blogs/social networks
18.03.2011



Expertstatus
stEp 3 – experts SHARE KNOWLEDGE

“THE GUERILLA MARKETEER IS ALWAYS LOOKING
FOR AN OPPORTUNITY TO GIVE.” (Jay Conrad Levinson)
BOOKS
WHITEPAPERS
BLOGS
RESEARCH
PRESS RELEASES
SEMINARS
=> ALL SHARED ON SOCIAL MEDIA
18.03.2011



Expert status
stEp 4 – experts HAVE AN OPINION




CURATION VS. ORIGINAL CONTENT
18.03.2011



Expert status
stEp 5 – experts WORK HARD



“IT TAKES 10 YEARS AND 10 000 HOURS TO BECOME
AN EXPERT”
18.03.2011



CONTENT



I. THE TIMES, THEY ARE A-CHANGIN’
II. THE SOCIAL NETWORK
III. ACTION!
THE Social media CIRCLE


                       “signpost”
         “content”

                “conversation”
THE Social media CIRCLE


                       “signpost”
         “content”

                “conversation”
THE IMPORTANCE OF A BLOG:
USE YOUR WEBSITE AS FOCAL POINT




BELANG VAN BLOG

5 redenen om te bloggen
26.08.2010




THE IMPORTANCE OF CONVERSION



                         Newsletter
                         Email signature
                         Offline comm
                         Twitter, RSS,
                         Facebook, LinkedIn
                         CONVERSION-
                         RATE: 3 % – 7%
HOW TO GET STARTED
I. DEFINE TARGETS & TARGET GROUPS
II. CHOOSE YOUR CHANNELS



            b2b            b2c




                  + NEWSLETTER
III. DEFINE A

‘SOCIAL MEDIA CIRCLE’
IV. DEFINE VALUES, CONCEPT & CONTENT
V. PLANNING:

           CALENDAR,
FREQUENCE, CALENDAR, CONTENT MANAGER, GUIDELINES
VI. MONITOR and LISTEN!
26.08.2010




Tips & tricks

DON’T HIDE YOUR BLOG
26.08.2010




Tips & tricks

USE LINKEDIN GROUPS & ANSWERS
26.08.2010




Tips & tricks

LISTEN
BE ACCESSIBLE
26.08.2010




Tips & tricks

USE TWITTER TO GET KNOWN BY JOURNALISTS
18.03.2011




PRESS
Vragen?
kristien.vermoesen@finn.be

Volg ons via:
FINN newsletter: schrijf in op www.finn.be
Twitter: @kris10vermoesen
LinkedIn
Facebook
RSS feed: http://www.finn.be/finn.rss

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social media for lawyers