Social Media for Law Firms

6S Academy:Social Media forLaw Firms:Do’s and Don’ts

Chris Breikss6S Marketing

M ay 1 7 , 2 0 1 1

Abou

t Me

President, 6S Marketing

Founded 6S in 2001 (10 years!)

Expert in SEO, SEM, and Social Media

Speaks at, sponsors, and attends industry events across North America

Our T

eam

Skilled, dedicated and industry-savvy team of 25 employees

Project managers have 4 to 10+ years SEM experience

Worked with 400+ clients

BC’s Top Ten company to work for in 2010 (BC Business Magazine)

6S Marketing

Agenda• Facebook

• Twitter

• LinkedIn

• Email Marketing

• Blogs

• Social Media Strategy

• Examples in the Legal Industry

Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts

Objectives• Principles of social media

• Keys to social media

• Social media solutions offering the greatest ROI

• Ethical, liability and practicality


Goals• Increase brand awareness

• Drive traffic to the website

• Increase client contact and engagement

• Streamline online marketing efforts

• Increase billable hoursChris Breikss, President | Law Firm Social Media: Do’s and Don’ts

Principlesof social media

Relationship

Engagement

Strategic networking

Establishing a word of mouth reputation


Keys tosocial media

Listening

Offering value

Establishing trust

Engaging in existing conversations


Solutions withthe greatest ROI

Blogs and RSS Feeds

LinkedIn

Twitter

Facebook


“Facebook facilitates the sharing of information through the social graph, the digital mapping

of people's real-world social connections.”

Facebook Stats• Launched in 2004

• Over 600 million active users as of January 2011

• 42% of the North American population has a Facebook account

• One in every 13 people on the entire planet is on Facebook

source: Social Media Today


Facebook Activity• There are over 1 billion objects that people interact with

(pages, groups, events and community pages)

• Average user is connected to 80 pages, groups and events

• Average user creates 90 pieces of content each month

• More than 30 billion pieces of content (links, news stories, blog posts, notes, photo albums, etc.) are shared each month

source: Facebook


Facebook Mobile• There are more than 200 million active users currently

accessing Facebook through their mobile devices

• People who use Facebook on their mobile devices are twice as active on Facebook than non-mobile users

• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products

source: Facebook


Facebook Business Pages

Why Use Facebook?• Generate brand awareness and exposure

• Generate new leads

• Reinforce customer loyalty and satisfaction

• Reinforce position as an industry leader in your field of practice


Advertising on Facebook

Facebook Advertising• Target people by Interests, Demographics and/or Geography

• Pay only for clicks (pay-per-click, PPC)

• Facebook has a very high volume of ad delivery

• Low cost

• Drive to Facebook Business Page or Website


Facebook TargetingDemographic Targeting


Facebook TargetingGeographic Targeting


Facebook TargetingTargeting Interests


Facebook Analytics


Fan Page Interaction Media Consumption

Fan Growth

Facebook Places

Who. What. When. And Now WHERE.


“ Facebook – with its population of 500 million plus – offers an invaluable marketing opportunity in the form of Places.”

Kevin Barenblat, CEO, Context Optional

Facebook Places


Why Use Twitter?• Engage with existing clients and develop a community

• Monitor what are people saying about your firm

• Leverage content that you have developed (i.e. blog posts)

• Get social referrals from your network

• Become a source of news and an industry leader


Twitter: Goals• Increase Twitter followers by __%?

• Increase awareness?

• Extend reach of marketing initiatives?

• Online content distribution plan?

• Increase traffic to website?


What should we talk about?• Reply to other people’s questions

• Comment on other people’s tweets

• Stick with the conversation

• Build relationships

• Don’t be a ME! ME!


What should we talk about?• Share events that you are attending or planning to attend

• Have you tweeted about being here?

• Have you checked in on Foursquare or Facebook Places?

• @chrisbreikss @6S_Marketing


What should we talk about?• Promote your own content like blogs, articles, and videos

• Promote other’s content like articles that you find interesting or relevant to your field of practice

• Re-tweet people that you want to build relationships with


Content Strategy• Proprietary content

• Content development considerations (budget?)

• Repurpose content for other mediums

• Repurpose archived content (past articles, print campaigns, photos)


Content Creation Strategy• Regularly recurring content on social media profiles

• 20% - 25% unpredictable, unique content

• Ad hoc updates (on the fly and mobile)

• Contests


“It’s not just jobs. It’s also clients and services.”

- Reid Hoffman, LinkedIn founder

“Being on LinkedIn puts you in the company of people with impressive credentials: The average member is a college-educated 43-year-old making $107,000. More than a quarter are senior executives.”


Jessi Hempel, Fortune

LinkedIn Elements• Network• Profile• Connections• Groups• Email• Search• Questions and answers


LinkedIn to Grow Business

• Finding a contact in any company• Selling a product• Looking for an employee• Looking for information• Doing business in a new city• Looking for a business partner• Creating a reputation


Questions and Answers

• Ask Questions or Answer Questions

• Asking – gets people to connect with you

• Answering – gets you a reputation and lets others learn your expertise

• Look for interesting people and questions


Useful Tools on LinkedIn


Status updates

Recommendations

Answers

Follow companies

LinkedInMobile


Email Marketing


Email Marketing

• Email + CRM Integration:• Single access point to campaign tracking• One-to-one relationships with contacts and leads• Leverage your CRM investment

• Generate brand awareness and exposure

• Generate new client leads

• Reinforce client loyalty and satisfaction

• Reinforce firm positionChris Breikss, President | Law Firm Social Media: Do’s and Don’ts

Email to Social Media

• Which social networks are your clients using?

• Start with your email database

• Use your email database to help seed your social media accounts

• Transition them over to each social network using campaigns specifically targeted at them


Seeding Accounts

• Process of building up your initial user base

• Start by inviting friends, family, colleagues, and clients

• Export your Outlook contacts then filter

• A Facebook advertising campaign can dramatically expedite the process of building fans and likes

• Automated software can help for Twitter such as Tweet Adder - tweetadder.com (but be careful with this)Chris Breikss, President | Law Firm Social Media: Do’s and Don’ts

MailChimp

• MailChimp Social Pro allows you to see which of your email subscribers are on each social network and segment into lists by social network

• MailChimp will even pull in pictures into MailChimp Faces to segment your lists and “put a face to that email”


MailChimp Faces

Blogging


Blog / RSS Integration

• Use your blog as your social media hub

• Integrate your blog with all your social media platforms

• In the open and transparent age of social media, blogs are vital for reputation management

• Proper blog integration, distribution and strategy is vital to the success of any corporate blogging initiative


Why Blog?

• Enhance your reputation as a reliable and trusted authority in your field of practice

• Gain superior search engine rankings

• Add content as easily as writing an email

• Push content to target audience by RSS and email


Social Media Strategy•Measurable objectives

•Build supporting content•Blog development•Twitter, Facebook, LinkedIn

•Distribute and share content•RSS feeds•Social media integration – mobile•Social media account management


Facebook Example: BC Family Law

Twitter Example: BC Family Law

Blog Example: Clark Wilson LLP


[email protected]@6S_Marketing

Social Media for Law Firms

Technology

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