size doesn’t matter: how innovative small firms and solos can use social media marketing to gain...

Size Doesn’t MatterSize Doesn’t MatterHow Innovative Small Firms and Solos How Innovative Small Firms and Solos

Can Use Social Media Marketing to Gain Can Use Social Media Marketing to Gain Clients Clients

on a Shoestring Budgeton a Shoestring Budget

Atlanta Bar AssociationSPSF Section

August 20, 2009

Jackie Hutter, MS, JDChief IP Strategist

The Hutter Group LLC & Patent MatchmakerWebsite: www.JackieHutter.com

Blog: www.ipAssetMaximizerBlog.comFollow me on Twitter: @ipStrategist

Blip.fm DJ JackieHutter

About MeAbout Me

Social Media Marketing Social Media Marketing Will Change Your Legal Will Change Your Legal PracticePractice

(If you will let it)

Why is Social Media Why is Social Media Marketing a Great Idea for Marketing a Great Idea for Lawyers?Lawyers?

Traditional Lawyer Marketing Traditional Lawyer Marketing ModelModel

Traditional Lawyer Marketing Traditional Lawyer Marketing ModelModelRationale for Model

Lawyers need to get their names out to the relevant public, so must meet as many people as possible

Assumptions Upon which Model is Based

The more people you meet, the more likely it is that you will be remembered when an as-yet-unspecified legal issue arisesWinners Under this Model

Large firm lawyers with moderate to extensive networking skills/opportunities

“Gravity” combined with marketing departmentsSmall firm lawyers who extensively network or advertise

Losers Under this ModelAny lawyer who does not network

Can’t function in law firm environment without own business generation

Smaller firm lawyers in generalCost/time required to meet required number of

peopleArguably: all lawyers because “time is money”

Basic Problems with Basic Problems with Traditional Lawyer Marketing Traditional Lawyer Marketing ModelModel

Why Social Media Marketing Why Social Media Marketing is Critical for Lawyersis Critical for Lawyers

SM Lawyer Marketing SM Lawyer Marketing ModelModel

Response to Common Response to Common Objections to Social Media Objections to Social Media from Lawyersfrom Lawyers

Why Innovative Small Why Innovative Small Firms/Solos Have Unique Firms/Solos Have Unique Opportunity TODAYOpportunity TODAY

The Basics of Social Media The Basics of Social Media Marketing for LawyersMarketing for Lawyers

It’s all about you, Baby!

Key Takeaway from My Key Takeaway from My SM Marketing JourneySM Marketing Journey

Success in Social Media marketing is a process not an event◦ But this is true for all

legal marketing effortsNot enough to just

show up, you have to participate◦ More is more◦ You can’t hire

someone to be youMy journey

continues◦ Wherever I am, I am

not yet there

11stst Step to Any SM Marketing Step to Any SM Marketing Program Program

22ndnd Step to Any SM Marketing Step to Any SM Marketing ProgramProgram

3rd Step to Any SM Marketing 3rd Step to Any SM Marketing ProgramProgram

Fundamentals of SM Fundamentals of SM Marketing Program for Marketing Program for LawyersLawyers Pick several areas in

which to participate◦ More being developed

everyday Goal is to build

density/connections in pertinent niche◦ Not just “lawyer”

World is “lousy with lawyers”

Keys for raising search engine ratings◦ New, consistent, regular◦ Can’t buy quality

rankingsDeep connections lead to higher search engine rankings for relevant content

BlogsBlogs

BlogsBlogs

Blog CommentsBlog Comments

LinkedInLinkedIn

+/- of LinkedIn (IMHO)+/- of LinkedIn (IMHO)

What I Like What I Don’t Like

Can find people easily Central place to put info about

me◦ Business information◦ Resume◦ Automatically posts blog updates

Can enhance reputation◦ Answer questions◦ Presentations◦ “What am I doing”

Can find collaborators for projects◦ “Everyone is a free agent”

Emerging high level jobs board◦ Low cost source of employees

more likely to move or work virtually

Has become crowded◦ Specialness hard to extract◦ Lots of foreign users,

especially in networks No peer review

◦ Not reputation based, promotion based

◦ Answers often wrong, but no way to call out

Increasingly requires substantial effort to extract value◦ Hearing that lawyers have

admins to mine for info and keep updated

◦ Better for those with marketing professionals on staff?

TwitterTwitter

TwitterTwitter

TwitterTwitter

Twitter: Sources of InfoTwitter: Sources of Info◦Lextweet

http://www.lextweet.com/tweeters Legal Index

◦Justia Legal Birds http://legalbirds.justia.com/ Legal Rankings

◦Basic guides http://lawfirmblogger.com/twitter-for-lawyers-

resources/ http://www.legalmarketingblawg.com/

2009/02/to-twitter-or-not-to-twitter-t.html http://www.10e20.com/blog/2009/02/06/

twitter-for-lawyers-legal-professionals/

FacebookFacebook

Content MarketingContent Marketing

Content Marketing: Just for Content Marketing: Just for LawyersLawyers

Content Marketing: More Content Marketing: More GeneralGeneral

Other Emerging SM Other Emerging SM Marketing Sources for Marketing Sources for Lawyers and OthersLawyers and Others

Parting ThoughtsParting Thoughts