Social Media: Turning Your People & Your Network into Your Best Marketing Assets
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Social Media: Turning Your People & Your Network into Your Best Marketing Assets
- 1. 27 August 2013 Social Media: Turning Your People & Your Network into Your Best Marketing Assets USLAW NETWORK
- 2. Agenda • Social Media Today • Social Framework & Examples • Getting Started • Our “Personal” Experience
- 5. It’s Not That Complicated
- 6. Why This Is Important To Legal Marketers • 70 percent of law firms maintain blogs. • Nearly 50 percent of firms report that blogging and social networking had helped produce leads for new clients. • Around 40 percent said those same efforts had actually helped them land new work. • More than half of respondents said that their firms plan to increase their budget for social media initiatives. SOURCE: http://insidecounselsurvey.com/2013/08/08/this-social-media-thing-might-not-be-a-fad-law-firms-acknowledge/
- 7. Value Seen by B2B Marketers SOURCE http://blog.marketo.com/blog/2012/06/how-b2b-marketers-are-scoring-big-with-social-media-infographic.html
- 8. Tools Used by B2B Marketers SOURCE http://blog.marketo.com/blog/2012/06/how-b2b-marketers-are-scoring-big-with-social-media-infographic.html
- 10. AudienceDigitalTouchpoint Align Efforts with Audience
- 11. A Way To Structure Your Efforts Engage Actively interact in one-to-one, one-to-many or many-to-many conversation with social media in order to freely exchange information and advance a discuss • Groups • Campaigns • Initiate Listen Actively monitor and capture conversations to analyze and understand the meaning of what is being said is it relates to the firm, the industry, an attorney or a client • Google Alerts • Newsle • Tweetdeck Participate Proactively post and publish content on social media-enabled platforms to communicate a message to an audience, but not necessarily engage them in a conversation • Tweeting • Posting • Curating
- 12. Listen: Attorneys LinkedIn ChannelsLinkedIn Channels
- 16. Listen: Out Of The Box/Out of Industry Facebook & Hospital E-AdvisorsFacebook & Hospital E-Advisors
- 19. Participate: The Firm Multi-Channel ReachMulti-Channel Reach
- 21. Participate: Out Of The Box/Out of Industry Multi-Channel ReachMulti-Channel Reach
- 22. Participate: The Firm Socially Hosted ContentSocially Hosted Content Slideshare Scribd YouTube/Vimeo Flickr/Instagram
- 27. Participate: Managing “Social” Persona
- 31. Engage: Attorney LinkedIn GroupsLinkedIn Groups
- 33. Google+
- 35. Getting Started
- 37. Assets You Can Use To Participate AttorneysAttorneys Referral Networks Referral Networks ContentContent ActivitiesActivities • Publications • Press Coverage • Media Coverage • Experience • New wins • Client success • Education • Associations • Surveys • Articles • Media coverage • Video • Case studies • Interviews • Alerts • Press Releases • Events • CSR • Webinars • Newsletters • Tradeshows • Partner retreats • Connections • Introductions • Webinars • Events • Associations
- 38. 6 Things You Can Do Now 1. Update your LinkedIn company page 2. Expand who you “follow” 3. Analyze your traffic reports. Update attorney LinkedIn profiles of most trafficked attorneys 4. Assess your content and determine how you can re-use 5. Ask “connected” firm members to share links/tweets 6. Make content available “socially”
- 39. Social Media: A One North Case Study
- 40. The Art of Social Media – 4 Main Objectives GENERATE AWARENESS: • Promote news, content & culture » Ex – One North launch & LinkedIn MAKE CONNECTIONS: • Grow your network » Followers, connections, contacts, etc. on both an agency and individual employee level ENCOURAGE ENGAGEMENT…AND BE ENGAGED: • Regularly provide quality content, and your users will always come back for more. » They’ll also like, retweet, share with their own networks. • Remember: It’s important to return the favor! LISTEN TO: • Your followers – What do they want to hear, see & read? • Those you follow – What are the latest trends? Generate Awareness Make Connections Engage Listen
- 41. Top 5 Best Practices/Lessons Learned Designate a ‘Hub’ for All of Your Content Go Where Your Followers Are Use Different Channels for Different Audiences Aspire to Keep Followers, Not Just Gain Them Use Tools to Help You Listen
- 42. At One North = #Latitude41 Blog Designate a Hub for All of Your Content
- 43. • Devote the most time, effort and resources to the channel with the most followers. – Take an audit of your profiles. You might be missing out on an opportunity to connect. Go Where Your Followers Are » However, there’s ONE exception to this rule: There may be times when your followers are low, but overall engagement is high. 5 followers; 1500+ Weekly Views 270 Followers 257 Followers 109 Likes 40 Followers
- 44. Use Different Channels for Different Audiences One Northerners Facebook
- 45. Aspire to Keep Followers, Not Just Gain Them Amazing tweet & follow… …But, we didn’t stop there • Assigned one of our strategist a blog post on the topic. • Posted the entry to the blog. • Mentioned Peter in the promotion tweet.
- 46. Use Tools to Help You Listen TweetDeck • Tweets • Interactions • Hashtags