your firm has a blog, a twitter and a linkedin account. now what?

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NYLMA Social Media SIG "I have a blog, a Twi9er handle, and a LinkedIn page, now what?” October 8, 2014 Guy Alvarez, CEO Good2bSocial www.Good2bSocial.com @guylaw1313

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What law firms can do to take their social media strategy to the next level

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Page 1: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

NYLMA  Social  Media  SIG  

"I  have  a  blog,  a  Twi9er  handle,  and  a  LinkedIn  page,  now  what?”  

 October  8,  2014  Guy  Alvarez,  CEO  Good2bSocial  

www.Good2bSocial.com  @guylaw1313  

 

Page 2: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

AGENDA  v  Panelist  IntroducAons  v  Can  a  Law  Firm  Have  a  Firm  Wide  Strategy?  v  It  All  Starts  and  Ends  with  Content  v Why  invest  in  Content  MarkeAng?  v  Developing  Your  Content  MarkeAng  Plan  v  Using  Social  Media  to  Expand  Reach  and  Engagement  v  Don’t  Build  where  you  Rent  v  PromoAng  Your  Content  on  Social  Networks  v What  is  Content  CuraAon?  v  CreaAon  vs  CuraAon:  The  80-­‐20  Rule  v  How  do  you  get  everyone  involved?  v  How  do  you  measure  your  ROI?  v  PaXerson  Belknap  Case  Study  

Page 3: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

@guylaw1313  

Our  Panel  

Moderator:  Guy  Alvarez,  Chief  Engagement  Officer  -­‐  Good2bSocial    

Panelists:  Brandie  Knox,  Principal-­‐  Knox  Design  Strategy  Jenni  Dickson,  Business  Development  &  MarkeMng  Manager  –  PaOerson  Belknap  Webb  &  Tyler,  LLP  

Page 4: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

Should  your  law  firm  have  a  firm  wide  strategy?  

•  Who  is  your  target  audience?  

•  What  are  your  business  objecAves?  

•  Does  your  content  markeAng  and  social  media  strategy  closely  align  with  your  business  objecAves?  

 

Page 5: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

It  all  Starts  and  Ends  with  Content  •  You  cannot  have  a  successful  social  media  strategy  without  the  right  content  

•  What  is  the  right  content?  –  Client  centric  –  Provides  guidance  or  value  –  Non  –  promoAonal  –  Free  of  jargon  –  Easily  consumable  –  Shareable  –  Personable  

Page 6: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

Why  invest  in  Content  MarkeAng  •  AXract  a  broader  audience  (reach)  •  Build  your  firm’s  brand  (thought  leadership)  •  Drive  revenue  (new  clients)  •  Engage  with:  –  ExisAng  Clients  –  Prospects  –  Press  –  Talent  (new  associates  &  lateral  hires)  –  Employees  

Page 7: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

Developing  a  Content  MarkeAng  Plan  

•  Define  your  content  markeAng  mission  –  Who?  –  What?  –  How  will  it  help?  

•  Define  and  develop  your  target  personas  –  What  are  the  issues  or  problems  they  face?  –  What  inspires  them?  –  Where  do  they  “hang  out”?  –  How  can  you  gain  their  aXenAon  &  trust?  

•  Conduct  a  content  audit  •  Develop  an  editorial  calendar  

Page 8: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

Using  Social  Media  to  expand  reach  and  engagement  

Your  site  or  blog  

TwiXer  

Google+  

LinkedIn  

Facebook  

What  is  wrong  with  this  picture?  

Page 9: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

Don’t  build  where  you  rent!  •  You  don’t  control  public  social  

networks.  They  can  change  at  any  Ame.  

•  Spend  your  Ame  and  effort  on  your  owned  properAes  

•  Use  social  networks  to:  – Drive  traffic  back  to  your  site  – Develop  relaAonships  –  Expand  your  network  –  Raise  awareness  

 

Page 10: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

PromoAng  your  Content  on  Social  Networks  

Seven  Tweets  3X  on  day  post  is  published,  2X  next  two  days  

One  Ame  on  your  personal  profile  One  Ame  on  firm  or  pracAce  group  page  Post  on  relevant  groups  (always  in  the  form  of  a  quesAon)  

One  Ame  on  personal  profile  One  Ame  on  company  page  Post  on  relevant  communiAes  (always  in  the  right  secAon)  

One  Ame  on  firm  page  (always  with  an  image  of  media  file)  

Page 11: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

What  is  Content  CuraAon?  “Content  CuraMon  is  the  pracMce  of  finding,  organizing  and  sharing  the  best  and  most  relevant  content  on  a  specific  topic,  rather  than  solely  creaMng  all  content  yourself.”    

-­‐Pawan  Deshpande,  CEO  of  Curata  

Page 12: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

CreaAon  vs  CuraAon:  The  80-­‐20  rule  

Page 13: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

How  do  you  get  everyone  involved?  

YOUR  FIRM   YOUR  LAWYERS  

Page 14: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

How  do  you  Measure  ROI?  Reach    •  Number  of  visitors  to  Web  Site  •  Number  of  Fans  on  Facebook  •  Number  of  Followers  on  

TwiXer  •  Number  of  Followers  on  

LinkedIn  •  Number  of  subscribers  to  

YouTube  Channel  •  Number  of  inbound  links  from  

other  web  sites  •  Keywords  SEO    

Engagement      •  Likes  Shares  and  Comments  on  

FB  •  +1’s,  Shares  and  Comments  on  

Google+  •  Retweets  and  menAons  on  

TwiXer/LinkedIn  •  Comments  on  firm  website  or  

blog  •  MenAons  on  other  blogs  •  Links  from  other  web  sites    

Page 15: Your firm has a blog, a Twitter and a LinkedIn account. Now what?

Case  Study: