Presents

A Social Media Marketing FrameworkFor

Why Social Media?

It’s where your markets are conversing Establish yourself as a trusted participant in

these conversations.

Search engine rankings Social media profiles not only add high quality

pages to your search engine results page, social media links are a primary factor in search engine rankings.

Why Social Media?

Our Program Outline for PKC

Compliance: Creation of Social Media Policy and Training Against the Policy;

Development of Strategic Marketing

Framework;

Social Media Training & Consulting.

Creation of Social Media Policy, Training, and Archiving

Compliance

Compliance Guidelines to Consider

No improper soliciting and anything that could be considered advertising must have disclaimer;

No false or misleading information; No confidential information; Don’t create attorney/client relationship; No ex-parte communications; No improper contact with parties:

opposing parties or attorneys in cases; Judges! Jury members!

Don’t discuss cases online!

Compliance

Disclaimers -

http://www.nixonpeabody.com/disclaimer.asp

Compliance: ABA Model Rules

1.6 – Confidentiality; 4.2 - Communication With Person Represented by

Counsel; 7.1 - Communications Concerning a Lawyer’s

Services; 7.2 - Advertising (don’t pay for LinkedIn

recommendations!); 7.3 - Direct Contact With Prospective Clients

(soliciting); 8.3 - Reporting Professional Misconduct (you can be

reported for social media violations); 8.4 – Misconduct.

Compliance: You Need a Written Policy!

We will work with you to create a written policy;

We will help train participating employees against the policy;

All participating employees will sign off on the policy;

We can provide a turnkey archiving solution.

Social Media Marketing Strategies

Social Media Strategies

Relay Station will develop a strategic framework for PKC;

We can execute comprehensive content dissemination;

Law is a highly specialized field – Many social tactics will be more effective

with active participation of PKC attorneys; Who’s going to Tweet?

Social Media Strategy

Objective: Attain new clients

and increase business with

existing clients

Social Media Goals:

Generate leads; Network and relationship building; Showcase your expertise and experience; Engage with relevant communities: legal, business,

government, and consumer; Gather Intelligence:

information to support your work; competitive/market intelligence;

Get and promote speaking engagements and media; Search Engine Rankings and branding; Increase traffic.

Social Media Strategies: Gathering Intelligence - Listening!

Monitor the web for discussions relevant to PKC practice areas: Blogs; LinkedIn; Twitter; Legal social media sites; Facebook and Google + (to a lesser extent).

*** PKC participation point: To what extent can PKC help select content sources, filter content, and review weekly?

Social Media Strategies: Blogging

The essential cornerstone of your social media and content strategy, you social media hub!

http://www.bakerlaw.com/news/blogs/ Build a blog into your website; 2 - 4 blog posts/week on topics relevant to PKC practice

areas; www.asylumist.com; Post all articles and publications to your blog; Syndicate all blog posts across the social web.

*** PKC participation point: To what extent can PKC produce blog posts? (We can provide estimates for ghost writers).

Social Media Strategies: Blog Commenting

Comment on 2 – 4 outside blog posts per week;

We will provide guidance as to posting opportunities.

*** PKC participation point: To what extent can PKC post comments on blogs?

Social Media Strategies: LinkedIn

The most important network for law firm marketing, consider these 2010 stats: 78% of lawyers have joined a social

network; 71% of in-house counsel use LinkedIn; 2.25 million lawyers have LinkedIn profiles!

LinkedIn Objectives

In-person meetings! Skype and phone calls!

LinkedIn Strategies

Build optimized profiles for several PKC attorneys and get connections;

Get Recommendations: Consider and choose what you want to be

recommended for; Decide who to ask; Tell them what to say; Use keywords and bullet points.

Content: Post all blog posts, events, seminars and

publications across all LinkedIn profiles.

LinkedIn Strategies

Groups: Research relevant groups; Join local groups with meetings!!! Start discussions!

Ask questions! Target and contact:

Use advanced search: i.e. “council” at “commercial real estate” or “specific targeted company”;

Click on their profile, join their groups, add as connection!

Use LinkedIn apps, add blog posts to your profile; Join American Corporate Council Group, and local

chapters....

LinkedIn Strategies

Add all events, speaking engagements, webinars, etc.;

Use LinkedIn Answers: You can use questions to message all your

connections; It’s good to answer questions!

LinkedIn Strategies

We will: Optimize existing profiles; Create new optimized profiles; Provide regular strategic guidance.

PKC participation point: To what extent can PKC engage in LinkedIn conversations and networking on a weekly basis?

Social Media Strategies: Twitter

Why Twitter?

Engage with existing and potential clients; Disseminate content, create links – reporters

monitor Twitter, ask Jason! Build communities; Real time research: Monitor what people are

saying about your firm and your practice areas; 200 million tweets/day! More than one million Twitter Apps! Twitter as a customer service tool (DMs).

Twitter Strategies

A Twitter strategy to gather intelligence, drive traffic, and generate leads: Search Twitter and monitor keyword

streams related to your marketing targets; Develop lists of relevant influencers; Answer questions; Ask questions; Retweet; Comment; Tweet PKC content!

Twitter Strategies

PKC participation point: To what extent can PKC engage in Twitter strategies, ask and answer questions, and tweet interesting information?

Social Media Strategies: Facebook The largest social network, near 700

million users! Generate brand awareness and loyalty; Reinforce customer loyalty and

leadership position in your practice areas; Facebook likes and recommendations are

better than advertising; Requires diligence, many pitfalls for

lawyers…. Be careful friending judges….

Facebook Strategies

Build up PKC Facebook page; Get likes (especially from clients and your

professional networks); Post comments, blog posts, and other

useful information; Get recommendations from clients; Post comments from the Facebook page;

Post content to PKC attorney profile pages.

Training and Consulting

Social Media Marketing

Social Media Training & Consulting

We will provide social media training and ongoing consulting that will enable PKC to execute the social media strategies presented:

LinkedIn - Optimizing profiles, getting recommendations, engaging targets, using Groups and Answers;

Twitter - Searching and monitoring Twitter, building and using lists, optimizing your Tweets for maximum impact;

Facebook – Building an engaging Facebook presence, attracting likes, generating content to Facebook, engaging with communities.

Blogger outreach - Developing blog lists, and comment posting strategies;

Content strategies - Developing engaging and effective content for use in social media;

Regular consulting sessions - to answer questions and suggest tactics.

Reporting and Analytics

Monthly Activity Reports; Google Analytics; SEO and Social Media Reporting with

Raven Tools.