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How to make the most out of social media - A guide for legal professionals
- 1. How to make the most out of social media? A guide for Legal Professionals
- 2. What is Digital Media? Digital media is the practice of promoting products and services using digital distribution channels to reach consumers (clients) in a timely, relevant, personal and cost-effective manner. (Wikipedia)
- 3. Using Digital Media is CHEAP EASY QUICK = DOES NOT NEED MUCH TIME / WORK INVESTMENT This presentation will show you that using Digital Media effectively is NOT CHEAP NOT EASY DOES REQUIRE MUCH TIME / WORK INVESTMENT
- 4. 5 most important Elements of Digital Media 1. Mobile Considerations 2. Organic Reach 3. Content Marketing 4. Nurturing website visitors / email marketing 5. Social Media Marketing (Forbes Entrepreneurs)
- 5. Digital Marketing Tools for Legal Professionals 1. MOBILE CONSIDERATIONS 90% of consumer transactions are started on one device and finished on another. (Neil Mohan, Google) Make sure all your digital activities are optimized for relevant devices.
- 6. 6 The GOOGLE Algorithm Page Rank (i)= ((1 – d) / N) Σ (jЄΜ (i)) PageRank(j) / L (j) HOW TO GET ON THE TOP OF GOOGLE SEARCH? Digital Marketing Tools for Legal Professionals 2. ORGANIC REACH / SEO
- 7. 7 1. Choose & use the right key words (right) 2. Create a link plan and use it effectively 3. Know the rules, avoid black hat SEO 4. Choose & use your platforms wisely and effectively 5. Quality over quantity 6. Blog, comment, publish = Be member of the right ”clubs” HOW TO GET ON THE TOP OF GOOGLE SEARCH? Digital Marketing Tools for Legal Professionals 2. ORGANIC REACH / SEO
- 8. Digital Marketing Tools for Legal Professionals 3. CONTENT MARKETING Content is a major driving factor in a digital marketing strategy. Utilizing a blog on a site is a great way to help provide visitors with fresh and relevant content. This will help lead to an increase in site visitors, user engagement, which both work to drive conversions. Creating new and impactful content for your website also creates business authority. Through proper content marketing strategies, you can establish recognition as a leader within your business vertical.
- 9. 9 Most legal professionals are hesitant about email marketing. Use email marketing to ”back up” your digital efforts. Use email marketing related to events, or publications. (backup your digital efforts, create relevant links, generate awareness in a personalized way) Always send personalized emails on your own behalf (even if using a marketing platform) Digital Marketing Tools for Legal Professionals 4. EMAIL MARKETING
- 10. 10 Social Media is… … a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content. .... operates in a dialogic transmission system, (many sources to many receivers). …. are different from traditional or industrial media in many ways, including quality, reach, frequency, usability, immediacy, and permanence. …. depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between businesses, organizations, communities, and individuals. (Wikipedia) Digital Marketing Tools for Legal Professionals 5. SOCIAL MEDIA MARKETING
- 11. 11 WATCH ME Social Media Revolution 2015 Digital Marketing Tools for Legal Professionals 5. SOCIAL MEDIA MARKETING
- 12. What do we want to achieve with Social Media Marketing in Legal Business? • More / Quality Assignments • More revenue • New Clients • Hiring new people • Profile Raising / Brand visibility • Impactful revenue generating opportunities / Sales • Establish and grow digital influence • Have Fun
- 13. 13 5+1 steps to make SMM work
- 14. 14 What are the factors we need to consider when engaging with SMM? COST: Many of the tools are free, but there is a very high cost to consider; your time. Know the platforms – understanding the types of social media: There are hundreds of tools available, choose the few that matches your goals, style, message and demographic. Ignore the rest. Know what you want to accomplish, have a strategy: Set your goals and be clear what you would like to accomplish. Add the right content: Create a content that fits to your business, industry, style and goals. The content must engage your target audience.
- 15. 15 How can we translate this to Legal Business? 1. YOU want to BE FOUND Create online presence – Website CV, LinkedIn profile all linked, using the right keywords 2. BECOME MEMBER OF THE RIGHT CLUB, ENGAGE WITH YOUR AUDIENCE Find your audience, become member of the right groups, follow the right companies and groups, eengage in conversations. 3. COME BEARING GIFTS Prepare valuable content, use all digital platforms to share it, link them all together. 4. MEASURE SUCCESS / START A NEW PROJECT
- 16. 16 The most popular Social Media tool for Legal Professionals in 2015 LinkedIn “connect the world's professionals to make them more productive and successful. When you join LinkedIn, you get access to people, jobs, news, updates, and insights that help you be great at what you do.” LinkedIn Mission
- 17. 17 Interesting facts: • founded in 2003 • 230 million members from over 200 countries • executives from every Fortune 500 company • 27% of users access from mobile devices • 27% of users that check LinkedIn daily • 3 million – total number of LinkedIn business pages • 17 minutes – average time a user spends on LinkedIn monthly • 2 people join every second • 64% of users are outside of the US • 79% of users are over the age of 34 The most popular Social Media tool for Legal Professionals in 2015 LinkedIn
- 18. 18 WATCH ME The most popular Social Media tool for Legal Professionals in 2015 LinkedIn
- 20. 20 Name, title, contact details Creating a Powerful LinkedIn Profile Using the right keywords: • Your name • Your title • A personalised URL • (Add Photo) • SETTINGS!!!
- 21. 21 • include contact details: • your company website • IBG website Creating a Powerful LinkedIn Profile
- 22. 22 Using the right keywords: • your specific areas • company name • Any business associations or other organisations you wish to be associated with Summary Creating a Powerful LinkedIn Profile
- 23. 23 Add your profile in a different language Creating a Powerful LinkedIn Profile
- 24. 24 Skills & Endorsements Creating a Powerful LinkedIn Profile
- 25. 25 Promoting your profile on LinkedIn Source: Jeff Bullas
- 26. 26 Be more active on LinkedIn Source: Jeff Bullas
- 27. 27 • Engage in conversations • Understand the power of community, and the power community members hold • Participate without expecting • Join a random conversation • Join conversation on several platforms (Li Evans, Social Media Marketing) Your activity on LinkedIn ROC = Return on Conversation
- 28. 28 • The conversation happens with or without you • Don’t be afraid of the negative • Understand each community • Come bearing gifts • Bloggers have no boundaries • Every business is different • Do not fall in love (Li Evans – Social Media Marketing) It’s all about the conversation
- 29. 29 IBG as a team can do to establish & increase digital influence 1. Create powerful profiles – personal profiles and as a team 2. Link them all together 3. Establish digital strategy, set up a plan 4. DO IT and LINK THEM ALL TOGETHER
- 30. 30 When you need to be active on LinkedIn?
- 31. 31 LinkedIn Success Stories in Professional Services Sector HSBC
- 32. 32 LinkedIn Success Stories in Professional Services Sector A lawyer has set up a group on employment law for HR directors and Managers. A year later the group had over 1000 members The firm has hosted HR Question times in its offices, more than 200 people attended The majority were not clients of the firm They could establish new relationships and generate more business
- 33. 33 7 things for you should do on LinkedIn today 1. Join LinkedIn 2. Include all your relevant keywords in all the relevant sections 3. Engage with your target clients 4. Create and share relevant content 5. Join industry groups on LinkedIn / establish your own (discussion group) 6. Remain active 7. Have fun
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- For a business to succeed in today’s world, it is important to have a strong digital footprint within the internet. Therefore, when a business is defining its marketing plan, it must incorporate a solid digital strategy. Without a digital marketing strategy in place, new client acquisitions, brand visibility, and impactful revenue generating opportunities will likely be damaged. The five most important elements of a digital campaign consist of mobile considerations, organic search, social media marketing, content marketing and lead nurturing. All of these elements combined make up a cohesive digital marketing strategy. How you define these elements have a direct correlation on a successful campaign. Mobile Considerations - 90% of consumer transactions are started on one device and finished on another. (Neil Mohan, Google) Further, in 2014, smartphone and tablet sales grossly outnumber pc sales. Learning what is possible with mobile and marketing to those users are crucial in today’s digital world. Every aspect of your digital marketing campaign should reflect mobile considerations. Organic Search - Consumers get wanted information online through a variety of methods, the most prominent being search engine results. The first part of getting your website in front of potential customers and clients is to correctly optimize your website. Optimizing your website correctly will help the search engines identify what your site is all about, and how it relates to what the user is looking for. Implementing a solid organic search strategy will increase your website’s visibility within the search engines and help drive more traffic to your website, increasing your potential for a variety of positive opportunities. Content Marketing - Content is a major driving factor in a digital marketing strategy. Utilizing a blog on a site is a great way to help provide visitors with fresh and relevant content. This will help lead to an increase in site visitors, user engagement, which both work to drive conversions. Creating new and impactful content for your website also creates business authority. Through proper content marketing strategies, you can establish recognition as a leader within your business vertical. Nurturing Website Visitors & Email Marketing - Statistics say that only 1-3% of website visitors make a buying decisions the first time they come to a website. When your digital marketing campaign is driving qualified traffic to your website, what do you do with the remaining 97% of visitors who did not buy from your site the first time around? This is where a strategic email marketing campaign helps to provide an ROI to your company. Marketing research shows that over 65% of consumers are inclined to make a purchase in association with a well planned email campaign. Remember, the majority of emails opened today are opened via mobile device so be sure that all email-marketing efforts are mobile-ready. Social Media Marketing - Social media marketing is a great medium for a business to build and increase brand presence throughout the Internet. It also provides a very powerful tool to share information and distribute content about products and services. Utilizing a variety of social media platforms creates new opportunities to interact and connect with potential customers and clients.
- Mobile Considerations - 90% of consumer transactions are started on one device and finished on another. (Neil Mohan, Google) Further, in 2014, smartphone and tablet sales grossly outnumber pc sales. Learning what is possible with mobile and marketing to those users are crucial in today’s digital world. Every aspect of your digital marketing campaign should reflect mobile considerations.
- Google reads from TOP Left to Down Right Add relevant name to your Pictures Create and use relevant links Do not duplicate pages Real Time Counts – Love your page Avoid Black-Hat SEO methods; Google’s guidelines go back to a single philosophy: webmasters should optimize for humans, not machines, because Google doesn’t like to be cheated. BMW 2006 Example, The German websites of car maker BMW have been kicked out of the Google index. BMW.de at this time has a PageRank of 0. A search for BMW Germany, which only days ago yielded BMW.de as a top result, now doesn’t show any sign of BMW.de at all. Instead, BMW.com – BMW’s international site – is on top for this search. The reason for that was BMW.de’s SEO company creating a doorway page; a page that is stuffed full of keywords that the site feels a need to be optimized for; however, as opposed to real pages, this doorway is only displayed to the Googlebot. Human visitors will be immediately redirected to another page upon visit. And that’s exactly what happened at BMW.de.
- Sources: (Linksmanagement.com, www.oma.hu Searchenginewatch.com
- Content is a major driving factor in a digital marketing strategy. Utilizing a blog on a site is a great way to help provide visitors with fresh and relevant content. This will help lead to an increase in site visitors, user engagement, which both work to drive conversions. Creating new and impactful content for your website also creates business authority. Through proper content marketing strategies, you can establish recognition as a leader within your business vertical.
- Nurturing Website Visitors & Email Marketing - Statistics say that only 1-3% of website visitors make a buying decisions the first time they come to a website. When your digital marketing campaign is driving qualified traffic to your website, what do you do with the remaining 97% of visitors who did not buy from your site the first time around? This is where a strategic email marketing campaign helps to provide an ROI to your company. Marketing research shows that over 65% of consumers are inclined to make a purchase in association with a well planned email campaign. Remember, the majority of emails opened today are opened via mobile device so be sure that all email-marketing efforts are mobile-ready.
- World Wide Web originally designed as screenfulls of text and graphics A Web 2. site allows users to interact and collaborate with each other – Virtual community has been created These sites include social networking sites, blogs, wikis, video sharing sites & more What is Web 2.? It is a system that breaks with the old model of centralized Web sites and moves the power of the Web / Internet to the desktop, Web 2.0 allows users to do more than just retrieve information. IT is very fast! – Grows exponentially – Real-time counts of content being generated online Decentralized Dissemination Content Easy to Generate Content Easy to share; instantaneous sharing Permanent records – the Internet remembers everything! The effect is two-fold: The exchange of data is taking place as we have never experienced it before; more information is circulating and faster - nevertheless, the individual messages are diluted by the sheer volume of information and data being exchanged
- Social media appeals across generations because so many different types of social media sites allow users to generate their own content, commonly referred as User-Generated Content UGC. Social media also allows community members to share their experiences in many different ways. The idea that social media is only for the younger generations just coming out of high school is increasingly incorrect. Some of the fastest-growing demographics in social media are those above the age of 40. So what are the various types of Social Media? Social News Sites (DIgg, Reddit, NewsVine, Kirtsy for example) Social Networking Sites (FB, MySpace) Social Bookmarking Sites (Magnolia) Social Sharing Sites (YouTube, Flickr) Social Events Sites (Eventful, MeetUp) Blogs Microblogging Wikis Forums and Message Boards Source: Social Media Marketing (Li Evans)
- Optimising your social media marketing efforts involves everything from making sure your profile has the right keywords to ensuring the content that you are placing out into the social media communities you become involved is not only findable but relates to what those community members are talking about. A lot of companies miss perfect opportunities on making the link between social media and search marketing in their online marketing plans, because they do not realize the link between social media and SEO is BEING FOUND. People of your target communities need to find out what you are providing, so understanding HOW to optimise what you are doing with social media with your social media strategy is imperative.
- A couple of settings worth considering: Before making any changes in your current job title make sure that you enable alerts to your network. Otherwise they will be notified that you have a new job even though you have been working in the same place for years, only working on your title / keywords now. What others see when you view their profile. There is an option where you can choose to appear anonymus. Who can see your connections; Preferably only you. Your network has a value in itself. Also due to confidentiality you will not want your clients and connections seeing who else you have connected to.
- Whether you are a new user or have been on LinkedIn for a while it is easy to update your profile. You can either click on the ‘Improve your profile’ and LinkedIn will make some suggestions on what you should update. The other method is the edit profile option that I’ll be showing you today – this allows you to edit any section of your profile at any time. Note for those with an existing profile and contacts – if you are making a lot of changes to your profile you will want to change your settings to prevent your connections from receiving an update each time you change something. Your title appears below your name both on your profile and in search results. When others search not just via LinkedIn but also via Google, having a keyword for your practice or sector group will increase the likelihood of your profile showing further up the results. This applies for the rest of your profile too, the more use of keywords the more likely it is you will be found. When we run some searches later on you will see how important this can be.
- It is a good idea to include your professional contact details. You can list up to 3 websites too. List here your company website and websites of organisations, charities, etc. You want to be associated with. Ensure you comply with your firm’s Social Media Policy.
- Avoid making you CV look like just a CV. Follow these point to make your profile stand out Write in third person (writing in first person makes your profile look more personal, but you are losing all those opportunities to include your name = your main keywords in the profile) Describe your key skills and experience – Your second best chance to include all the keywords you want to use and you want to be associated with. Make your summary look impressive. Describe what results have you achieved? Define your experience outside your legal role. Add board positions, CSR.
- LinkedIn offers you the option of setting up another version of your profile in a wide variety of languages, with a different content tailored specifically to readers of that language. To create a profile in a different language follow the below steps: Click on the downward arrow next to the gray „Edit” button. Select Create your profile in Another Language option from the drop-down menu. Choose the language you want to create the profile in. Press the blue Create Profile button. To navigate among profiles just place your cursor over the downwards arrow next to Profile; English and you will see a drop down menu listing all the other language versions you have created. For more detailed information visit the LinkedIn webiste and follow the below link: https://help.linkedin.com/app/answers/detail/a_id/1717/~/creating-or-deleting-a-profile-in-another-language
- Skills and Endorements is the next section where you can make sure that you have all keywords included in your profile. Listing your skills or expertise is a good way of demonstrating what you offer and are another way of ensuring you will be listed high up on search results. Once you list an area of expertise those you are connected with can ‘endorse’ it. See my profiel as an example. A contact can simply hit the plus button and you will be endorsed by them for that particular skill or area of expertise. LinkedIn will automatically try to prompt people to endorse you for various skills when they visit your profile and many will simply hit yes. If you want to hide the fact you have been endorsed by certain contacts you can do so by hitting the manage endorsements tab. Different to endorsements, LinkedIn allows you to write a recommendation about someone you have worked with, and to ask your connections to recommend you. Your firm’s Social Media Policy most probably recommends not to provide public recommendations or feedback on LinkedIn or any other professional networking sites in case it creates legal liability for the firm. However, in practice, if a client asks you to recommend them on LinkedIn, it could be difficult and potentially damaging to your relationship with them to decline. Use your professional judgment. If you do judge it would be harmful to decline a client’s request and you are comfortable to recommend them, make it clear in the body of the text that you are doing so in a personal capacity and not on behalf of the firm. Also be aware that providing a recommendation may make it clear that a lawyer-client relationship exists and consider whether you should speak to the Client Relationship Partner before making the recommendation.
- Source: Jeff Bullas
- You can not just join a conversation and expect to become a digital influencer instantly. The path to digital fame is similar to the Real World story, only much faster. You have to know what your audience wants, or what they need. You have to give it to them. Some will love you for it, some will envy you for it, but they will LISTEN, and then you can start using your influence to take things to the right direction for you.
- The conversations happen with or without you The question is if you can afford NOT to be part of it. Don’t be afraid of the negative People will comment, blog and share information about you and your company. Even if it is negative this is your chance to turn it into positive. Handle the negative. Handle it with style . Handle it all the time. Understand each community RESEARCH – know your audience. Observe, look, listen and learn. Communities do not want to be marketed to. Come bearing gifts Understand what the community finds valuable. Valuable content is a gift. The community members’ time is as valuable as yours. Give without expectations. Bloggers have no boundaries Bloggers and no journalists. They are passionate about their topic. They know their power and understand the power of their words. They do not need you to love them. Give link love. Every business is different There is no cookie-cutter approach = you must establish your own SMM mix alone, and do it right. Effective SMM involves research, strategy, planning and measuring Competitors’ SMM efforts – just because your competitors blog, it does not mean you need to set up a blog right away. Listen to your clients. = this is how you make a true difference to your competitors Do not fall in love Change is the only constant thing and when it comes to Internet it is always happening. What was popular a while ago may not be popular today.
- Source: http://marketing.linkedin.com/blog/on-off-or-around-the-clock-when-linkedin-members-read-professionally-relevant-content-on-the-web/ Source: LinkedIn Marketing Soulutions Blog 31 March 2014 Professionals thrive on knowledge and insights, but they are also strapped for time. So, when do they find time to read professionally-relevant content? We surveyed 828 LinkedIn members in the US to find out when they are likely to read professionally-relevant articles on the web. We defined professionally-relevant articles as: “articles that you read because they are relevant to your profession or professional growth.” We found that, based on their web-reading preferences, LinkedIn members can be grouped into three distinct groups. The figure below shows the percentage of people in each group who say they are likely to read professionally-relevant articles on the web at various times. Segment: On the Clock (~40% of respondents) This group of LinkedIn members are likely to wait until they get to work before they start reading professionally-relevant content on the web. Once they are at work, they are very likely to read before, during, and after lunch. These members drive to work, so they don’t read during their commute and, compared to the other segments, they are the least likely to read in the evening or on the weekend. Segment: Off the Clock (~40% of respondents) These members do not read during their commutes or while they are at work. Instead, they are likely to jump on the web and read in the morning, at lunch, in the evening, or at bedtime. For whatever reason, they might not have time, access, or permission to read articles on the web while at work. Not surprisingly, to get their fix, this segment is the most likely to read in the evening, near bedtime, and on the weekend. Segment: Around the Clock (~20% of respondents) These members are not tied to a particular time of day for reading professionally-relevant articles on the web. Starting with their morning commute, this segment is likely to read throughout the day and on the weekend. Mobile access to the web is key for this segment. Seventy-six percent of them take public transportation to work, which represents a sizeable number of hours they can spend reading on the web. They reported a median commute time of 40 minutes. Assuming they can spend half of it reading, they enjoy over 40 hours of reading time per quarter. Key Takeaway for Marketers Consider which segment your target consumers are likely to fall into and plan the timing of your company updates accordingly. For example, if your target audience works in highly-regulated or scheduled environments that make it hard for them to read while at work (e.g., finance or healthcare industries) try posting company updates in the morning, evening, and on the weekend. If they are likely to commute on public transportation (e.g., professionals who live in New York City, Chicago, etc.), try posting during morning and evening commute times. Bonus Insight: When Senior Members Engage Most Somewhat surprisingly, individual contributors, managers, directors, VP’s, and CXO’s all have very similar preferences for when they read professionally-relevant articles on the web. While there is no correlation between seniority and the three segments described above, there are a few interesting findings. Compared to individual contributors and managers, LinkedIn members with higher seniority (directors, VP’s, and CXO’s) are: 1.5x more likely to read in the morning before work (32% versus 22%) 1.9x more likely to read during vacation (14% versus 8%) Less likely to read during lunch (38% versus 48%)
- Source: LinkedIn For Business
- Source: LinkedIn For Business
- Opinion leaders on LinkedIn Marketing say these are the top 5 things you should do on LinkedIn Today. Did we cover everything? What will you do?