2. three phases of social media usage:
1. trial 2. transition 3. strategy
3.  lack of credible evidence of online
buying behavior
 lack of understanding about how to
initiate an integrated strategic
approach to today’s media choices
10. MAKE YOUR FIRM UNIQUE
…but the unanswered question has
been, “Are your buyers searching
for you online?”
11. do you go online to search for outside
professionals to provide legal, accounting
or consulting work for your company?
3/4 go online to search for professionals
(up from 2/3 in 2000)
12.
13. how often do you go online to search for a
professional to provide services?
75% of decisionmakers search for
professionals monthly or less often
matching how often you pitch
completely new business…
14. what has changed most about the way you find
and choose professionals in the past five years?
15. how important are these Internet sources for
learning about professionals?
85% consider Web sites important; younger decisionmakers
are especially likely to find all digital sources important
16. if this is true—and it is—
how do I respond?
how do I adjust my marketing?
22. there are three ways people find you:
1. search engine optimization (SEO)
2. search engine marketing (SEM)
3. social media
23. 1/2 of decision makers always search for specific
expertise & industry (industry search—69% in 2000, now 96%)
they search for expertise via industry…
24. seo is a disciplined, labor intensive
process
 set goals and expectations to develop a keyword search
strategy: what you can and should be known for
 optimize your site structure (re-submit site map, improve
title and metatags, increase keyword density, build
internal links, etc.) called “on-page seo”
 build inbound links called “off-page seo”
 start regionally; scale nationally
 report, refine, and test
25. search engine marketing (SEM)
is the the practice of buying paid
search listings. Google owns 92%
of adwords marketshare and 70% of
search share. But buyers must also
pay attention to Yahoo and Bing.
26. sem is also a disciplined process
 set goals and expectations to develop a keyword spend:
how are you supporting your strategic goals?
 coordinate with other online and offline activities (your
website, blogs, social media)
 enhance relevancy: dial campaigns up or down during
key events to intercept qualified traffic
 watch weekly, report monthly, examine quarterly in
order to optimize your response
 report, refine, and test
28. social media is often associated with
gated communities like Facebook or
LinkedIn but blogs are also “social”
and websites that encourage reviews
and comments are also social. In other
words, the Internet itself has become
“social.”
35. why blog?
1. communicate your point of view
2. build your brand intelligently - seed the substance and
amplify your voice; by nature, blogs are resonant
3. raise online visibility by creating more content to
search (so use keywords!)
36.
37. marketers or PR folks posting press
releases or excerpts from brochures;
this is NOT blogging
WHAT NOT
TO
BLOG
1. show the human, relatable side of
a firm
2. connect with the audience
3. tell deeper stories than marketing
materials permit
4. be personal; don't write on behalf
of the company anonymously
The Do’sI will . . .
I will . . .
I will . . .
I will . . .
39. technically speaking: blog on your domain
(why promote someone else’s URL?)
www.firmname.com/blogwww.firmname.com/blog
www.typepad.myblog.com www.wordpress.myblog.com
40. technically speaking: use keywords in posts and
title tags
• just like with SEO,
you have to know
what terms your
audience uses in
search queries
• blog posts AND titles
should be keyword
rich
41. technically speaking: integrate your blog with
your marketing activities
• highlight your blog on
your homepage with
callouts
• add links to recent
posts in your email
signatures
• your blog should serve
as your social media
hub - your Twitter
profile page,
Facebook Page,
newsletters, etc.
• . . . connect the dots
44. best blogging practices:
focus your voice and content
• your brand personality comes to
life in a blog - voice, tone, target
• different practices should maintain
different blogs
• build a body of work overtime: it
demonstrates thought-leadership
and helps your SEO
• be personal; don't write on behalf
of the company anonymously
45. best blogging practices:
calendarize
• blogs require regular care
and feeding: people
subscribe via a news feed
• put together an editorial
calendar and post it
• rotate authors; consider
regular “columnists”
• flex for breaking news,
industry events
47. you gotta get out there
• broadcast your messages - let people know your have
a blog
• you can’t just sit in your office writing compelling
content; you have to share it with others interested in
similar topics; this is why it’s called social media
• contribute and comment on other blogs (which ones?
fish where the fish are - know what your clients read)
• as with all good marketing, include specific calls to
action: "comment", "download", "subscribe”
49. adjust for breaking news? a missed opportunity
target and intercept the audience
50.  augment seo
 bridge the gap while seo ramps up
 intercept competitive searches
 dial up or down the campaign
seasonally/during events/when relevant
news breaks
search engine marketing allows you to…
target and intercept the audience
51. engage across a broad range of digital channels
guest blog post
Twitter and Linked In
target and intercept the audience
52. build a digital relationship
with prospective and existing clients
build a digital relationship
53. twitter: # tag for health care
build a digital relationship
56. 1. join the right industry discussion groups
2. participate in those group discussions; only individuals
can do this, so set up a rotation within the firm to expose
more individuals as authors/experts
3. discuss and promote your services only when relevant;
don’t turn this into a gorilla-gram—“me, me, me” chest
thumping
4. post links to your thought-leadership (e.g. white papers,
articles, webinars, blog posts) when relevant
5. create a specific landing page for people coming to your
website via LinkedIn and collect data on who downloads
those materials by requesting their email address
6. encourage your employees to promote themselves and
your firm via LinkedIn
what to do on LinkedIn
build a digital relationship
57. a business scenario:
own an event
build enthusiasm, interest and awareness
before during and long after the event
own an event
58. 1. creating pre-event buzz
2. engaging during the event
3. continuing the dialogue afterwards
own an event by…
own an event
59. traditional, offline promotion is episodic with a
precipitous drop post-event
EVENT
save--the-date postcard/email
invitation by
postcard/email
event networking
follow-up calls
TIME
REACH
own an event
60. effort spent on promotion rarely matches
investment in time and costs of event
own an event
61. digital tactics amplify pre-event buzz…
save--the-date postcard/email
invitation by
postcard/email
EVENT
event networking
follow-up calls
TIME
REACH
link on website
posts on assn/
member sites
own an event
event microsite
sem
post on social networks
62. EVENT
and enable broadcast messages during event
save--the-date postcard/email
invitation by
postcard/email
follow-up calls
TIME
REACH
link on website
posts on assn/
member sites
event microsite
event
networking
transformed
EVENT
• updates via social networks and blog posts
• document event with content polls, photos,
podcasts and interviews
post on social networks
own an event
sem
63. EVENT
creating a long tail post-event, multiplying
investment
save--the-date postcard/email
invitation by
postcard/email
follow-up calls
TIME
REACH
link on website
posts on assn/
member sites
event
networking
transformed
EVENT
• updates via social networks and blog posts
• document event with content polls, photos,
podcasts and interviews
conversation
continued on
microsite via
email followup
and drive-to-
site marketing
webinars
based on
event content
updates
via social
media and
blog posts
own an event
post on social networks
event microsite
sem
<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
<number>
Recently overheard at the IAB conference in CA (Interactive Advertising Bureau)
The unfettered rise of digital, and of social media in particular, has brought about staggering shifts in consumer behavior -- and this requires equally dramatic changes to the way brands connect with consumers in this new dimension.
Not surprisingly, social marketing serves as an indispensable leg to this stool for the simple reason that it provides a channel for developing a direct, unadulterated relationship between a consumer and a brand. And building relationships is becoming a more critical component of brand marketing as the media landscape becomes increasingly fragmented and cluttered.
Today we will cover:
Brands need commit to keeping pace with consumer behavior and bolstering their skills at fostering consumer relationships across all channels
Recently overheard at the IAB conference in CA (Interactive Advertising Bureau)
The unfettered rise of digital, and of social media in particular, has brought about staggering shifts in consumer behavior -- and this requires equally dramatic changes to the way brands connect with consumers in this new dimension.
Not surprisingly, social marketing serves as an indispensable leg to this stool for the simple reason that it provides a channel for developing a direct, unadulterated relationship between a consumer and a brand. And building relationships is becoming a more critical component of brand marketing as the media landscape becomes increasingly fragmented and cluttered.
Today we will cover:
Brands need commit to keeping pace with consumer behavior and bolstering their skills at fostering consumer relationships across all channels
So your opportunity to sell to each prospect is limited so this further increases your responsibility to be visible ALL the time online.
Sue, how does this relate to our earlier position that Martindale no longer matters? Says here 70% use directories and Martindale can certainly claim a share of that.
Optimization is important.
Reaching out to clients is important
Blogging might surprise you
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This is a drum we have been beating for over 10 years with only moderate success. Finding ways to tout industry knowledge is very important.
<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
<number>
<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
<number>
<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
<number>
<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
<number>
<number>
understand your baseline
determine what you want to be known for; prioritize the keywords
evaluate and optimize your site structure
implement site structure improvements and submit revised site map
ensure tags and URLs are search friendly
review copy for tags and keyword density
generate incoming links
enhance your social media profile
<number>
<number>
<number>
goal is to engage your target audience in a meaningful way
keyword development is not a “set-it-and-forget-it” exercise
it requires monitoring, updating and analysis to optimize
develop online personas based on research and interviews to inform both site design and search marketing
personas give us linguistic cues and illustrate search intent, as do social networks
analyze campaign results and implement test-and-learn campaigns
<number>
<number>
<number>
SEO
SEM
online display (contextual relevance; clear CTA; movement where possible; targetted msg; DR does better than awareness)
online social networks (the Big 3: LinkedIn, Twitter, Facebook)
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<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week
<number>
twitter is just a micro-blog; 140 characters is easy to do and do regularly; it’s less commitment than writing blog posts
what to tweet?
relevant professional content to tweet: industry events, industry articles, awards, etc.
your blog can automatically feed your Twitter account
tweet what’s relevant to business, not your personal status
general rule of thumb: 70-80% of your tweets should be RTs
twitter page background list all of the was to reach you
follow others in within your firm, and ask them to follow you - this builds your following
who you follow demonstrates your interests; likewise, you can find great people to follow by looking at who they follow; who you follow is like a blogroll
If a follower looks like a spammer (e.g. YellowBook), you can block them and should not thank or RT them
have your fed your Twitter today? updating your Twitter status (this happens every time you send a tweet or RT) helps your Google ranking; aim to tweet AT LEAST once/week