social media & brand management for attorneys … · social media & brand management for...
TRANSCRIPT
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SOCIAL MEDIA & BRAND
MANAGEMENT FOR
ATTORNEYS
Dustin Ruge
Southwest Regional Manager
Thomson Reuters - FindLaw / Super Lawyers
Search “Dustin Ruge”
(480) 689-1494
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WHY SOCIAL MEDIA?
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SOCIAL MEDIA CAN GENERATE HIGH VISIBILITY
% Market Reach (Facebook + Instagram)
68%
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COLORADO % USERS OF FACEBOOK & INSTAGRAM
% Market Reach (Facebook + Instagram)
74% Population: 2.09M
Social Media: 1.55M
MOBILE IS CHANGING EVERYTHING
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YOUR MARKETING NEEDS TO RAPIDLY EVOLVE
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4 KEYS TO MARKETING SUCCESS
Know + Like
Advertising
Trust
$
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YOU MUST DIVERSIFY YOUR MARKETING MIX
“The internet will
disappear.”
- Eric Schmidt,
Chairman
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SOCIAL MEDIA IS THE BEST MOBILE ADVERTISING PLATFORM
71%
By 2019…
Over 237 million
Americans will be smart
phone users
Over 200 million
Americans will be social
media users
85% of all US internet
traffic will be video
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VIDEO IS THE FUTURE OF SHARED CONTENT
SOCIAL MEDIA IS THE FUTURE OF
ADVERTISING
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THE WORLD TODAY: 3.2 HRS 1 HR
2012: THE YEAR THE WORLD CHANGED FOREVER
AVERAGE
CONSUMER
TIME SPENT
TODAY
THE FIRST ATTORNEY CONTACTED WINS 72%
Of NEW CLIENTS
72% of People
Will Retain The
FIRST Attorney
They Contact.
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ACTIVITY
68%
NEED TO SUCCEED:
• *BLOGS
• SOCIAL MEDIA PRESENCE
• QUALITY WRITTEN
CONTENT
• *COMMUNITIES (REACH)
• *FREQUENCY
• *PATIENCE
SOCIAL MEDIA ACTIVITY VS. SOCIAL MEDIA ADVERTISING
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ACTIVITY (CHALLENGES)
68%
SOCIAL MEDIA ACTIVITY VS. SOCIAL MEDIA ADVERTISING
YOUR GREAT CONTENT =
TIME +
RESOURCES +
MONEY
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COMMUNITY BUILDING “LIKES” ARE LOSING VALUE
ADVERTISING
IS NO
LONGER
“FREE” ON
FACEBOOK!
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ADVERTISING
68%
SOCIAL MEDIA ACTIVITY VS. SOCIAL MEDIA ADVERTISING
ADDITIONAL BENEFITS:
CUSTOMER PROFILING &
TARGETCASTING
IMMEDIATE REACH
NO COMMUNITY BUILDING
NEEDED
CUSTOMER RESPONSE
PROFILING
RETARKETING
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ADDITIONAL SOCIAL MEDIA AD ADVANTAGES
• MicroTargeting
• Retargeting
• Profiling
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TODAY’S CLIENT: 9 SECONDS OF ATTENTION
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ONLY TWO FORMS OF MARKETING:
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WHAT IS YOUR BRAND?
“Your brand is the
single most important
investment you can
make in your business.”
- Steve Forbes
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4 KEYS TO MARKETING SUCCESS
Know + Like
Advertising
Trust
$
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BRANDS ARE SEARCHED “BEFORE” THEY CONTACT YOU…
People are Googled over
1 Billion times each day
Source: ComScore 2014
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ATTORNEY BRANDING PROBLEMS…
Most attorneys today have a brand deficit
when they decide to build a practice
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WHAT OTHER ATTORNEYS SAY ABOUT BRANDING…
“Of the firms I am considering, I
look at each of their websites
first and then narrow down the
firms before culling them.”
“Small and mid-sized firms
need to have a quality site even
more than large firms because
the smaller firms have even less
brand value on which they can
sell me.”
Source: 2012 In-House Counsel Survey
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WHO DEFINES YOUR BRAND?
“If YOU do not define
your brand, OTHERS
will define it for you”
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BRAND VALUE
“What Is Your Brand Potentially Worth?”
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BRAND OPPORTUNITY COST
“What Is Your Brand Costing You?”
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BRAND HIJACKING
“Why Are Others Using My Brand?”
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THERE ARE ONLY “TWO” TYPES OF SEARCH…
YOU /
YOUR FIRM Practice Areas
BRANDED SEARCH NON- BRANDED
SEARCH
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BRAND MANAGEMENT & SEARCH
You /
Firm Practice
Areas
BRANDED
SEARCH
NON- BRANDED
SEARCH
How MOST
People
Attorney
Search
Today!!
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60%: “DELAYED” CONVERSIONS
Delayed
Conversions
60%
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BRAND MANAGEMENT & CONTACTS
You /
Firm Practice
Areas
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ADVERTISING & MARKETING ARE NO LONGER LINEAR
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BRANDED SEARCH EXAMPLE: TOM GIRARDI
How Does
Your Brand
Compete with
your Referral
Competitors?
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BRAND REVIEWS
“Following the rash of negative Yelp
reviews, business sank [ for carpet
cleaning company ] 30% in 2012”
July 7 2009 study by AC
Nielson; 70% of people now
indicate that they trust online
consumer opinions
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BE “PROACTIVE” IT GETTING REVIEWS ONLINE
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VOICE-BASED SEARCH & REVIEWS
10 Billion: Total Number Of Voice-
Based Searches on Siri Each
Month
50%: Expected % of Searches That
Will Be Voice-Based by 2020
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REFERRAL BRANDING
Do As Your Referrals Do…
1. Identify Your Top 3-5 Referral Competitors
2. Google Your Name and Theirs
3. Compare Your Branded Search Results and
Reviews
4. Compare Your Website Conversion Quality &
Consumer Reviews
5. Ask Yourself: If I did not know these
people…
WHO WOULD I CHOOSE?
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THE MOST COMMON PLACES YOU WILL SEE YOUR BRAND TODAY
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CLAIM AND OPTIMIZE YOUR “HIGH VALUE” BRANDED PROPERTIES
FREE PAID
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CREATE & OPTIMIZE OTHER “HIGH VALUE” BUSINESS LISTINGS
Why Paid Listings?
-Leverages existing
high value non-branded
search results (new
biz)
-Provides high and
relevant SEO authority
/ value to your web
properties
-Typically display very
high in branded
searches (along with
your website)
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USING GOOGLE ALERTS TO TRACK YOUR BRAND ONLINE
Google Alerts:
Daily / Weekly
News Feed:
- Newspapers
- Blogs
- Web
- Video
- Discussions
- Books
- etc…
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GOOGLE ALERTS
Setup Google Alerts
Today!!:
1.) Create a Google Account
2.) Go to: Alerts.Google.com
3.) Create Multiple Alerts
(Weekly Updates)
• Your Name
• Your Firm Name
• Your Client’s Names
• Your Practice Areas
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USING GOOGLE PPC TO HELP “PROTECT” YOUR BRAND
Google PPC
Google Your Name /
Firm Name (Any Ads
showing up??)
If Yes…
- Other People May Be
Hijacking YOUR Brand
- Create a PPC
Campaign in Your
Name / Firm Name
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FREQUENCY AND THE “10%” RULE
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5 WAYS TO CREATE “GREAT” CONTENT
1. Schedule Writing / Video Blocks
• Daily / Weekly in Outlook (Calendar)
2. Utilize Google Alerts
• Daily/Weekly Topics To Write On
• Keywords: Your Name, Practice Area
News
3. Create a Content Calendar
• Time-driven content (holidays)
4. Use Third Party Writers
• Most Attorneys / Law Firms Use
External Writers
5. ALWAYS include a call-to-action in
all content created
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HOW TO DISTRIBUTE YOUR ‘GREAT’ CONTENT
1. Make Sure You Have Your Social
Media Properties Created For
MAXIMUM REACH
• Facebook, LinkedIn, Twitter, etc.
2. Tie Your Blog To Your Social Media
• Create RSS feeds to Auto-Publish
3. Monitor & Track Your Content Activity
• Hootsuite & Facebook
4. “Boost” Your Top Performing
Facebook Posts
5. Create Video Content For Maximum
Conversions
• 41% higher conversion rates
• Works best on social media and
mobile devices
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BE “PROACTIVE” IT GETTING REVIEWS ONLINE Thank you!
For your free consultation, please
contact your local consultants
Melissa Valles
Albuquerque
(505) 453-2353