Online Social Channels

There’s More to Life Than LinkedIn

Social Media, Communications and Today’s

River of News

Speakers

Melita Jampol Sr. Marketing Communications Manager

Fenwick & West LLP Twitter: @melitaz

Traci Stuart President

Blattel Communications Twitter: @tstuart

Jeff Yerkey Web & Interactive Director

Right Hat LLP Twitter@jeffbob

Lydia Bednerik Marketing Director

Wendel, Rosen, Black & Dean LLP Twitter: @LydiaBednerik

Dispelling the Myths

“Television won’t be able to hold on to any market it captures after

the first six months. People will soon get tired of staring at

a plywood box every night.”

— Darryl F. Zanuck, 20th Century Fox, 1946

Dispelling the Myths

• We have no need to change our current methods. • Change is inevitable. It is important to start somewhere.

• These things are fads. • You don’t have a website?

• Just keep saying no to these marcom initiatives.

• Resist “Irrational Rejectionism.”

• None of our clients use social media (beyond LinkedIn).

• Whether readily apparent or not, clients are using these channels.

• A company-wide ban/strict social media policy will suffice.

• There is no such thing as an airtight “No Social Media” policy.

Channel Guide Best in Breed is Winning

Twitter: Microblogging, 140

characters. Short, concise,

real-time or leading to more.

Facebook: Everything

from baby photos to

corporate news. No

character limit.

Foursquare: Check-Ins.

Aggregates users at

events.

Instagram: Photo-sharing

with attitude. 10-second

videos. Quirky and

addictive

YouTube: Everything from

homemade videos to

programmed channels.

LinkedIn: Professional

connections.

Pinterest: Image pinning.

Online, shareable

scrapbook.

Google+: Social networking

attempt. Important for SEO. Any

length permitted. User-created

video conferencing “hangouts.”

Channel Guide Continued

Vimeo: YouTube with

higher resolution.

Yelp: User-generated

reviews of businesses.

Vine: Six second, user-

generated videos. Owned

by and paired with Twitter.

AVVO: User-generated

reviews of lawyers.

Flickr: Photo-sharing site

used by amateurs and

professionals.

Yammer: Intra-co. or

intra-org. social media

network.

After 11 year run, RSS declared dead by many in the media.

March 13, 2013: Google Reader Discontinued

Now What? Time to jump into “The River of News”

Where Do We Get Our News?

• No longer rely on bundle dropped at our doorstep

• Medium matters less

• Newsprint and traditional broadcast (TV/radio) are supplemented and, often, surpassed as a conduit by Internet.

Where Do We Get Our News?

• Internet = democratizes news and redefines the “gatekeepers” • Old gatekeepers – editors, producers. • New gatekeepers – “trusted” sources (e.g.

friends, click-driven sites, thought leaders and other individuals followed.

• Disparate, definable regional tributaries of news have merged into a global raging river.

• Enormous opportunity to publish content (organic and paid/sponsored).

• The challenges are both reaching and engaging users.

The Next “Big Thing” is Here.

•The television that watches you is almost here. •Users are engaging with media properties more

than ever. –Comcast and Twitter “See It”

•Encourage user-generated content creation. –CNN iReport

–Reporters create multimedia articles (and promote them).

•For legal services providers, generational shift in creation/consumption of news (akin to radio/TV) is under way.

•Content can be viewed on a sliding scale of interaction.

–Poles: CBS Evening News story; Reddit “Ask Me Anything”

Static

Editor-Producer Driven

Dynamic

End-User/Consumer Driven

CBS

Evening

News

Reddit

“Ask Me

Anything”

Opportunities and Challenges

Smartphones and Tablets

● Communications now on myriad screens

● “Lean forward” vs “lean back” reading

● Format for responsiveness

● Factor for extended social sharing (e.g., location aware, share again)

Flipboard

Flipboard Custom Magazines

Invites users to create their own favorite feeds into sharable custom “magazines”

Distributing Content

We’re talking social media, but remember...

• Direct email/pushed content

• Self publishing (on all sites)

• Distributors (JD Supra, Lexology...)

• Newswires, press release posting sites (impact of Google’s new rules)

• Online advertising, promoted Tweets, AdWords campaigns

Strategy

• What’s driving your engagement?

• What messages and to whom?

• Who’s your audience for each platform?

– Alumni

– Recruiting

– Subject matter community/industry

– Media

Strategic Risks and Rewards

Consider strategies including: • Pushing existing content • Sharing media mentions with @handle mentions of the

reporter and publication • Using #hashtags and posting from your own events • Joining #hashtag conversations for events where your

attorneys are speaking • Celebrating client wins • Be generous

Who is Captain?

• Who is responsible?

• Who else is on the team?

• Interplay with individual attorney accounts

• Tools & tips for managing content

Mitch Jackson / Pinterest

Allen Matkins / Google+

Allen Matkins / Google+ (cont)

Fenwick & West / Google+

Fenwick & West / Google+ (cont)

Fenwick & West / Twitter

Fenwick & West / Twitter (cont)

Hanson Bridgett / YouTube

Hanson Bridgett / YouTube (cont)

Richard Hsu / One Page Blog

Richard Hsu / YouTube

Richard Hsu / Twitter

Wendel Rosen / Facebook

Wendel Rosen / Facebook (cont)

Fenwick & West / Facebook

Fenwick & West / Facebook (cont)

SF Business Times / Twitter

SFBT Reporter Mark Calvey / Twitter

Engagement

• It’s about listening to clients, journalists, prospects and stakeholders

• Share, respond, like and support the news of your community

• Respect the channel

Is It Working?

• Marketing and communications ROI is, by its nature, a soft science.

– A world dominated by anecdotal evidence.

• Value infrastructure building more than followers and likes.

• Participation reveals new dimensions of contacts, humanizes individuals and companies.

– Relationships are the currency of business.

• Be fluent in lexicon of the day.

• Determine what’s “enough” to make it worth your while?

• Be patient (and don’t let the intern handle).

Preparatory

Awareness

Online

Engagement

Real-Life

Engagement

New Business

Social Media ROI Continuum

Thank you!

Q&A