The Social Web

Beyond the Basics

LMA OHIO

Walking in your shoes…

A. You wear many hats

B. Some of your lawyers are not ready [some will never be good business developers]

C. [Some] of your leaders are risk averse

D. You need some “proof”

E. You need the right information fast!

Two Questions…

1. What do I know now?

2. What do I need to know to get through the next six months?

Here’s what we know…

We’re not doing anything different, we’re just doing it differently…

[social]Cocktail party Twitter

Country Club Facebook

Chamber of Commerce

LinkedIn

Alumni Groups Facebook

Conferences Linkedin/Twtitter

Bar Association Martindale Connected

Tradegroups AM X Open Network

Public Relations Google search

Newspapers RSS Feeds

Magazines Interactive articles

OP Ed Blogs

Document management

Cloud computing

Encyclopedia Wikis

Article database JD Supra

[media]

Follow the Yellow Brick Road

85% of all Website visits start with [SEARCH]

we know…

Google

•1,000,000,000,000 - approximate number of unique URLs in

Google's index

•2,000,000,000 (two billion) - number of Google searches on

indexed pages daily

•$39.96 - the average cost per click for the phrase "consolidation

of school loans”

Social and Search…

A decent work around for expensive search engine marketing and extensive organic optimization

Join the conversation

Use your real name

Publish lots of content

Distribute it widely

Consistently use keywords

Add links on words

Monitor your activity

Manage your reputation

we know…

[Fundamentals don’t change]

+=

we know…

[Brand is powerful and…]

we know…

…permanent

There are two tactics

1. [Publishing]

2. [Networking]

we know…

[Networking and publishing…]

[Skills and objectives vary…]From attorney to attorney, from law firm to law firm

we know…

[It’s not about the tools]It’s about the problems they solve…

we know…

Find the right tool… for each [objective] desired outcome…

[Websites need to be groomed]

we know…

[There’s no place like home]Make it easy to navigate

Consistent navigation

Welcoming and attractive

Emphasize benefits

Direct point of contact on every page

Optimize bios

Blogs are a viable centerpiece

Your chance to roar….

we know…

Go together like love and marriageBlogs and Search

Multi author blogging works!

Social Networks aren’t for

BILLBOARDS

ENGAGE, INTERACT, PARTICPATE

Your Message Here…

we know…

the more people you know…

Twitter reaches masses

we know…

appeals to sentiment

8 Friends 4,480 People Like This

we know…

Bad people exist

we know…

A brand is a good thing

to protectMonitor and manage

we know…

EDUCATE [Give Permission]

Best practices

Good will

Provide value

Respect others

Give credit

Associations reflect on the firm

It’s your best weapon

Honor professional codes

Speak generally

Secure permission

Respect the law

Business only please

Terms of service/privacy settings

we know…

[Barriers exist]Too busy

My clients aren’t there

Sounds juvenile

Inability to grasp financial returns

Risk outweighs benefits

Leadership doesn’t understand it

IT doesn’t like it

Best practices aren’t in place

we know…

What’s ahead????

Who knows? six months from now….

Strategy gets personal

Multi-platform

Multidimensional

Corporations are there

General counsel is there

Individual branding

Sales fundamentals

People are buying and selling

Management is essential

Road maps are helpful…

Entrepreneur Magazine reports:

Personality is the “it” thing

The Party

The Journey

The Responsive

The Authority

The Entrepreneur

Groups and mavericks

Groups

Mavericks

What continues to work…

Blogging prevails

It’s not what you know it’s who you know…networks never go out of style

Individual branding

Sales fundamentals remain

Multimedia ROCKS the YouTube search…more bang for your buck

Create a channel[On-site and public search juice]

Build your database with registrations

Repurpose content on Websites and blogs

Joint host with other professionals/guest speakers

Create a You Tube or Vimeo channel

Add to LinkedIn Profile

Add to Facebook Fan Page

Share on Twitter or Flickr

Podcast syndication

Multi-media :

Educational Seminars

Virtual Panels

Online meetings

Responses to proposals

Live document sharing

White boarding strategy

Interoffice meetings

On demand listening:

Podcasts

Lead generation

Convenience for clients, members, colleagues

Improve search optimization

Exposure to new audiences

Eliminate travel

Taking leads off line

Still alludes many

Follow up, follow up and follow up

Educate

Reputation [repair]

Smear tactics

Guerilla response

Value add?

Wake up call [clients…]

Inc. 500

39% of Inc. 500 are blogging

77% report full adoption of at least one social media tool

44% believe “social media is very important to our business and marketing strategy”

2009 Fortune 500

22% blog

173 Twitter accounts

69% of those are interactive

19% use podcasting, 31% use video on blogs

TWEET DECKFollow# and lists….Mentions DMMultiple accounts…..

@jaynenavarre

Have the debate Create the transcript

Stay organized

Cross pollinate [communications]

Integrated communications

Outlook

Kindle

Mobile Apps

THANK YOU LMA OHIO!

Let’s connect @Twitter.com/jaynenavarre

Facebook.com/jayne-navarre

Linkedin.com/in/jaynenavarre

Virtualmarketingofficer.com

jln@lawgravity.com

Lawgravity.com