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Milano | Roma | Genova | Berlin | London | New York | São Paulo © 2015 Barabino & Partners - Rome • June 18th, 2015 www.barabino.it 2015 INTERNATIONAL MEETING Social Media Marketing: What’s In It for You?

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Page 1: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

Milano | Roma | Genova | Berlin | London | New York | São Paulo © 2015 Barabino & Partners - Rome • June 18th, 2015 www.barabino.it

2015 INTERNATIONAL MEETING

Social Media Marketing: What’s In It for You?

Page 2: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

2 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Why me as speaker…

The leading Italian PR Firm

Legal Market leader in Consultancy

to Law Firms

The international track record

Page 3: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

3 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Social Media Revolution

Page 4: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

4 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Authenticity

Trasparency

Dialogue

Respect

Collaboration

Social responsibiliy

Creation of value

Embrace A New Culture And Its Values!

Page 5: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

5 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

To get information, people trust search engines more than traditional media

Fonte

67%

63%

65%

62% 62%

60%

63% 64%

Search engines 72% (+8)

Traditional media 64% (+2) «millenials» trust them

even more

Page 6: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

6 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Page 7: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

7 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Key to your web reputation is (a lot of) engaging, visual, shareable equity content

Page 8: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

8 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Key to your web reputation is (a lot of) engaging, visual, shareable equity content /2

Page 9: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

9 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Key to your web reputation is (a lot of) engaging, visual, shareable equity content /3

Page 10: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

10 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

The Opportunity is Out There For You

Networking

Employer branding

Effective positioning

Thought leadership

Page 11: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

11 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Key Social Platforms for Legal Firms

Page 12: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

12 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Fonte 2013

All Am Law 50 firms are on LinkedIn and Twitter

64%

90%

100%

94%

0% 20% 40% 60% 80% 100%

Facebook

Twitter

Linkedin

Google +

30% hanno una pagina attiva

Page 13: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

13 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Fonte 2014

Social media engagement is not a matter of size

Law Firm Social Media Reach Ranking Am Law Rank

DLA Piper 1 1

Skadden 2 4

Baker McKenzie 3 2

Latham 4 3

Jones Day 5 7

Norton Rose 6 6

White & Case 7 10

Hogan Lovells 8 8

Kirkland 9 5

Greenberg Traurig 10 15

Law Firm Engagement Ranking Am Law Rank

Sidley 1 9

Fish 2 85

Latham 3 3

Jones Day 4 7

Greenberg Traurig 5 15

Nixon Peabody 6 70

Poisinelli 7 93

Wilmer 8 22

Hogan Lovells 9 8

Cooley 10 45

Page 14: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

14 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Beware: Your Boss Is Social!

Page 15: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

15 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Online boundaries between Personal and Professional are blurred

Page 16: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

16 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Social Media Policy

Key Social Project Pillars (besides Content Production)

Page 17: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

17 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Social Media Policy

Key Social Project Pillars (besides Content Production) /2

Page 18: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

18 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Key Social Project Pillars (besides Content Production) /3

Social Media Training

Page 19: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

19 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Tips and tricks

DON’TS

• Broadcast approach

• Begin if not fully convinced

• Forget a solid Social Media Policy

• Use promotional content

• Ignore what people say about you and the subjects you care about

• Staff inadequate people on the social media team

• Follow the latest technology trend

• Be afraid

DO

• Mobile first

• “Follow us” on firm’s website

• Develop “snack” social content

• Open accounts for storing valuable non-promotional content

• Build a community with a “pull” approach (if you build it, people will come)

• Involve partners, associates and employees

• Invest and update frequently

Page 20: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

20 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

At least, in case of web reputation problems…

Page 21: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

21 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

NO EXCUSES

Page 22: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

22 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

In case of interest…

Please contact us for:

• Consultancy

• Social media training

• Social media guidelines

Page 23: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

23 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

And now, nice visit to Vatican Museums

Page 24: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

Thanks for your attention

Milano | Roma | Genova | Berlin | London | New York | São Paulo © 2015 Barabino & Partners - Rome • June 18th. 2015 www.barabino.it

Page 25: Social Media Marketing: What’s In It for You? · 2018-12-17 · • Broadcast approach • Begin if not fully convinced • Forget a solid Social Media Policy • Use promotional

25 © 2015 Barabino & Partners SpA Barabino & Partners is the owner of all the contents illustrated in the document. All rights are reserved.

Contact

Federico Steiner Partner and Managing Director +39 02 72 02 35 35 [email protected]


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