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Dayton Knapp final session at #SMLF13

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Adrian Dayton
Adrian Dayton
BusinessTechnologie
1 von 49
developing ACTIONABLE SOCIAL MEDIA PLANS 12 MONTH
From Sherpa…
To Guide!
PRACTICE LIFE CYCLE Emerging Growth Mature Saturated
PRACTICE LIFE CYCLE Emerging Growth Mature Saturated
Y2K!
The Y2K of Our Generation?
PRACTICE LIFE CYCLE Emerging Growth Mature Saturated
PRACTICE LIFE CYCLE Emerging Growth Mature Saturated
PRACTICE LIFE CYCLE Emerging Growth Mature Saturated
Be a Trend-Watcher
Once you have the niche…
An Integrated Approach • Marketing PR Speaking Publishing Advertising Email marketing SEO • Business Development Blog Networking Social: Sharing/ Branding Meetings/ Pitches
Q1. Brand Awareness Q2. Listen & Refine Q3. Content Creation Q4. Conversion
Q1. Brand Awareness Q2. Listen & Refine Q3. Content Creation Q4. Conversion
Sometimes the best aggregation tool is a person Be the person other’s want to find
Q1. Brand Awareness Q2. Listen & Refine Q3. Content Creation Q4. Conversion
LinkedIn Groups
Q1. Brand Awareness Q2. Listen & Refine Q3. Content Creation Q4. Conversion
Know Your Target Finding your ideal client
The Law of Multiplication
RELATIONSHIP
How do we turn traffic into contacts?
• Whitepaper, opt-in required • Collect business cards at speaking events • Prompt newsletter sign-up • Connect blog efforts to email efforts
STRATEGY SERENDIPITY
Test against analytics • Traffic numbers • Who, not just how many • What drives traffic? • What search terms? • Responses on email and social
• Analytics slides!
Inform attorneys for: • More frequency • Better topics • Insight into client perspective • Client-centric language • Feed the bizdev cycle

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