2012 lmatech - prospecting through social media and mobile
DESCRIPTION
TRANSCRIPT
![Page 1: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/1.jpg)
October 11, 2012 Hotel Nikko, San Francisco
WELCOME!
![Page 2: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/2.jpg)
October 11, 2012 Hotel Nikko, San Francisco
Prospecting Through Social Media and Mobile
Moderator:James Stapleton, Chief Marketing and Business Development Officer, Littler Mendelson P.C.Speakers:David Ackert – CEO, Practice BoomersKevin O’Keefe – CEO and Publisher, Lexblog
![Page 3: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/3.jpg)
LMA 2012 Legal Marketing Technology Conference October 11, 2012 Hotel Nikko, San Francisco
Prospecting Through Social Media and Mobile
![Page 4: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/4.jpg)
Stakeholders
1. Shareholders2. Associates3. Clients4. Prospective Clients5. Third-party Referral Sources6. Colleague/Competitors7. Media8. Alumni9. Personal Contacts
![Page 5: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/5.jpg)
Prospective Client Decision-Making Curve
Time
Excited
Satisfied
Irritated
Unhappy
Ready to Switch
Client Satisfaction
Index
85%
3%
12%
Demand Generation•Advertising•Public Relations•Web Site•Thought Leadership•Research
Demand Identification•Prospect information•Events & Sponsorships•Associations•Customer Relationship Management
Demand Fulfillment•Prospective Client Analysis•Proposals•Face to face sales•Follow up•Post Mortems
5
![Page 6: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/6.jpg)
Marketing: Generating awareness and interest
Prospecting: Identifying a sales target with the intention of initiating a sales dialogue and procuring a business decision
Chronology: Prospecting Marketing Sales
Sales Decisions:
• Yes• Not yet (with a
deadline)• No
• Maybe• We need to think it
over
© 2012 Ackert Advisory
![Page 7: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/7.jpg)
Pardot Marketing’s study of B2B (Business-to-Business) Marketers
mostly professionals
used by 91% of B2B marketers
more effective for B2C marketing
ranks well in search engines
32% of B2B marketers find LinkedIn to be the most effective platform for prospecting and selling their services.
![Page 8: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/8.jpg)
• 1,473,000 lawyer profiles
• 100 million executives in 200 countries
• All Fortune 500 represented at Executive level
• 550,000 are senior level executives
• Over 71% of in-house counsel have joined LinkedIn
Source: Hubspot State of Inbound Marketing
![Page 9: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/9.jpg)
Software General Counsel
© 2012 Ackert Advisory
![Page 10: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/10.jpg)
Search results
© 2012 Ackert Advisory
![Page 11: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/11.jpg)
Request an introduction in real-time
Consultant General Counsel© 2012 Ackert
Advisory
![Page 12: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/12.jpg)
Pick up the phone “Hi Jon, it’s David. Listen, I was on LinkedIn today and I noticed that you’re connected to James, the GC of Toggle Software. I do a lot of business with GCs in his sector. Do you know him well enough to set up an introduction?”
![Page 13: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/13.jpg)
find useful. Would you be interested in a presentation
Hi James. I see we have Jon Sommers in common.
or in reviewing the slides?
I just presented a CLE on EU privacy that I think you’d
reference the connections you have in common
conclude with a question
Establish a Direct Connection
© 2012 Ackert Advisory
![Page 14: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/14.jpg)
@JamesAxelrod GC, Technologist, Jazz fan
Retweet when they post something you like. Anne Taylor
RT @JamesAxelrod Great article about the latest trends in consumer technology tnw.co/ny/34n
Anne TaylorDM @JamesAxelrod Good article, James. Biotech is def on the rise. I blog about it here st.ni/809/g0
DM them with comments about their tweets.
James AxelrodDM @AnneTaylor Thanks for the RT, Anne. I like your blog.
Establish a Direct Connection
![Page 15: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/15.jpg)
Deepen the connection…
+1
![Page 16: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/16.jpg)
1. The Prospect Interview
1. Approach one of your “A” clients or Connectors. Ask them to contribute to your article.
2. Contact a CEO or GC from your network and ask them to contribute. Tell them you already have your first contributor and you intend to compare 3 perspectives.
3. Schedule the interview in-person so you can meet the prospect.
4. Write and post your blog.5. Thank your interviewees with a gift, in person.
© 2012 Ackert Advisory
![Page 17: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/17.jpg)
1. The Prospect Interview
• Turns a stranger on your prospect list into a new relationship.
• Delivers a first-hand experience of your expertise.• Shows your readership that you’re providing value to
the kinds of “A” clients you want them to refer.
© 2012 Ackert Advisory
![Page 18: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/18.jpg)
2. The Co-Authored Blog
1. Select a referral source who also blogs on topics that would be of interest to your audience.
2. Propose the concept of co-authoring a blog post that you can cross-promote to each other’s networks.
3. Turn your co-authored blog into a joint presentation that you can offer to each other’s networks.
© 2012 Ackert Advisory
![Page 19: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/19.jpg)
Mobile and Tablets for Business Development
LMA Technology Conference/West
San Francisco
October 11, 2012
@kevinokeefe
![Page 20: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/20.jpg)
http://www.flickr.com/photos/virtualsugar/2818062680/
Relationships
@kevinokeefe
![Page 21: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/21.jpg)
http://www.flickr.com/photos/marcopako/2344663066//
Word of mouth reputation
@kevinokeefe
![Page 22: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/22.jpg)
FacebookInternet : Relationships and reputation accelerator
@kevinokeefe
![Page 23: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/23.jpg)
http://www.flickr.com/photos/26101082@N00/3219209680/
Listen
There are already conversations taking place
@kevinokeefe
![Page 24: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/24.jpg)
http://www.flickr.com/photos/diamondmountain/76720987/
Engagement. Who in my target audience am I engaging?
@kevinokeefe
![Page 25: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/25.jpg)
http://www.flickr.com/photos/martin_thomas/3292783660/
You’re looking to build social media equity.
@kevinokeefe
![Page 26: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/26.jpg)
@evinokeefe
Mobile : Listening & sharing
@kevinokeefe
![Page 27: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/27.jpg)
Data Points of Note
• 75% of Americans have smart phone• Number of tablet owners up 50% in
last year, to about 20% of Americans• 23% of Americans get info/news
from tablet - smart phone• Social networking/media is how
most of these folks get their news/info
![Page 28: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/28.jpg)
RSS Reader - Listening
@kevinokeefe
![Page 29: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/29.jpg)
@kevinokeefe
![Page 30: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/30.jpg)
![Page 31: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/31.jpg)
![Page 32: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/32.jpg)
![Page 33: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/33.jpg)
![Page 34: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/34.jpg)
![Page 35: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/35.jpg)
![Page 36: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/36.jpg)
Getting Lawyers to Engage
Carrot Stick
![Page 37: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/37.jpg)
QUESTIONS?
![Page 38: 2012 LMATECH - Prospecting through Social Media and Mobile](https://reader033.vdocument.in/reader033/viewer/2022051411/545986a4af795994188b589f/html5/thumbnails/38.jpg)
October 11, 2012 Hotel Nikko, San Francisco
THANK YOU!