lmatech2014 - track 2 social media toolkit: building a robust strategy for your firm’s online...
DESCRIPTION
In this workshop, we will dissect the firm pages on social media networks, debunk common myths about blogging, show you how to give your content nine lives, and provide a template for tracking key analytics across platforms. Social Media Are LinkedIn, Facebook, Google+ and Twitter firm pages a waste of time? Come away armed with information about the use of firm company pages on social media networks. 20 Social Media Strategies in 20 minutes We will look at some of the lesser-used tools, networks and strategies and give you a brief overview and suggested use for each. Overcoming Blogging Myths Starting a blog and creating a process Writing to your audience How to keep the momentum going How to measure success for a blog Giving Your Content Nine Lives We will break into a group activity to explore all the ways that you can repurpose your content. Analytics How to use analytics to evaluate the success of content Walk away with a template that highlights the important stats that marketers and your attorneys need to know Presenters: Adrian Dayton, Founder Clearview Social Stefanie Knapp, Online Marketing Specialist, Allen Matkins Jacqueline Madarang, Marketing Technology Manager, Bradley Arant Boult Cummings LLP Jasmine Trillos-Decarie, Director of Marketing & Business Development, Foley Hoag LLPTRANSCRIPT
Social Media Tool Kit
@STEFANIEKNAPP
@JHMadarang
@JasmineDecarie
@adriandayton
Poll: Does your firm manage a Company LinkedIn page?
LinkedIn – Why a Firm Page
• Another tool to highlight and share your content• Less communication activity required in many cases• Strong tool to communicate with prospective new
hires – both legal and administrative – can tell your story differently than on your website
• Easy way to post content and have your attorneys share it with their network from the firm page
• Not the best business development tool…..
100% of AmLaw 50 firms have a LinkedIn page but only 26% own a group - @Good2BSocial
Poll: Does your firm manage a Company Twitter page?
Poll: Does your firm manage a Google+ page?
If you aren’tmeasuring
you aren’t improving
When sharing to firm channels do you track your shares?
How often do you checkGoogle analytics or other similar tracking tools for your firm’s
website and/or blog?
How often do you read the analyticsfrom your email marketing software?
If you aren’tmeasuring
you aren’t improving
RAPID FIRE SOCIAL MEDIA TIPS
Live Tweet Events and Try Q&A
RT – When People Talk About You
• Other people sharing your content is always better than you doing it
Leverage Influence For Attorneys
• Help your attorneys build their audience and connect with media
Leverage Influence for Clients & Friends
Keep it Fun
#lmamkt | @petershankman | @jasminedecarie | @gaillamarch
Best Practices to Target Media – Journalists are on Twitter
• Use hash tags but search before you use them to find the best ones. Be VERY wary of acronyms
–#LOT is not a good hashtag for License of Transfer but it’s great if you have an empty lot to sell
• Use proper SEO from your site, and blogs, to help your topics appear
• Keep linked content easy to read and not legal jargon, think proper blog content not client alert content
• People read if you keep them interested, relate legal issues to topical issues
#lmamkt | @petershankman | @jasminedecarie | @gaillamarche
Alumni GroupsGoals:• Keep in touch• Leverage those who
know you best to help spread the word about the firm
• Most alumni, at least from our firm, go in-house or into govt.
Groups for Business Development
Member Titles:• Chief Legal Officer• Assistant GC• General Counsel• Chief Compliance
Officer
Goals:• INTERACTION with
prospects and clients
• Share content• Comment on
regulatory happenings
• BUILD RELATIONSHIPS
Highlight Up to Four Groups on Home Page
#x Use Facebook to show culture of firm
#x Memes provide more space for message
#x Consider boosting posts to increase reach
#x Welcome new team members on Facebook
Split up into groups of 5-8
Choose a scenario
Come up with 9 ways to repurpose the content
Choose a representative to share
LEARN
BUILD
MEASURE
LEARN
BLOG
MEASURE
Paid Distribution
3 reports to help you measure…
LEXOLOGYJD SUPRAGOOGLE ANALYTICS
Social Distribution
How many of your lawyers share tweets or updates at least once each month?
Questions to ask-
Which articles get the most views?Who is reading them?How can I improve?
LEARN
POST
MEASURE