size doesn’t matter: how innovative small firms and solos can use social media marketing to gain...
DESCRIPTION
Social Media can put small firms and solo on the same paying field as large firms. Today, there is much opportunity for innovative lawyers to claim a niche space in which they can create a reputation as an expert to thereby drive business to themselves and their firms. Few big law firms "get" social media" and they are slow to develop a significant and substantive online presence, but that is likely to change soon, so small firms and solos need to get busy before the "sleeping giants" wake up.TRANSCRIPT
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