how to make the most out of social media - a guide for legal professionals
TRANSCRIPT
How to make the most out of social media?
A guide for Legal
Professionals
What is Digital Media?
Digital media is the practice of promoting products and services using digital distribution channels to reach consumers (clients) in a timely, relevant, personal and cost-effective manner.(Wikipedia)
Using Digital Media isCHEAPEASYQUICK = DOES NOT NEED MUCH TIME / WORK INVESTMENT
This presentation will show you that using Digital Media effectively is NOT CHEAPNOT EASYDOES REQUIRE MUCH TIME / WORK INVESTMENT
5 most important Elements of Digital Media
1. Mobile Considerations2. Organic Reach3. Content Marketing4. Nurturing website visitors / email marketing5. Social Media Marketing(Forbes Entrepreneurs)
Digital Marketing Tools for Legal Professionals1. MOBILE CONSIDERATIONS
90% of consumer transactions are started on one device and finished on another. (Neil Mohan, Google) Make sure all your digital activities are optimized for relevant devices.
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The GOOGLE Algorithm
Page Rank (i)= ((1 – d) / N) Σ (jЄΜ (i)) PageRank(j) / L (j)
HOW TO GET ON THE TOP OF GOOGLE SEARCH?
Digital Marketing Tools for Legal Professionals2. ORGANIC REACH / SEO
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1. Choose & use the right key words (right) 2. Create a link plan and use it effectively3. Know the rules, avoid black hat SEO4. Choose & use your platforms wisely and effectively5. Quality over quantity6. Blog, comment, publish = Be member of the right ”clubs”
HOW TO GET ON THE TOP OF GOOGLE SEARCH?
Digital Marketing Tools for Legal Professionals2. ORGANIC REACH / SEO
Digital Marketing Tools for Legal Professionals3. CONTENT MARKETING
Content is a major driving factor in a digital marketing strategy. Utilizing a blog on a site is a great way to help provide visitors with fresh and relevant content. This will help lead to an increase in site visitors, user engagement, which both work to drive conversions. Creating new and impactful content for your website also creates business authority. Through proper content marketing strategies, you can establish recognition as a leader within your business vertical.
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Most legal professionals are hesitant about email marketing.Use email marketing to ”back up” your digital efforts.Use email marketing related to events, or publications. (backup your digital efforts, create relevant links, generate awareness in a personalized way)Always send personalized emails on your own behalf (even if using a marketing platform)
Digital Marketing Tools for Legal Professionals4. EMAIL MARKETING
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Social Media is…
… a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.
.... operates in a dialogic transmission system, (many sources to many receivers). …. are different from traditional or industrial media in many ways, including quality, reach,
frequency, usability, immediacy, and permanence.…. depend on mobile and web-based technologies to create highly interactive platforms through
which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between businesses, organizations, communities, and individuals. (Wikipedia)
Digital Marketing Tools for Legal Professionals5. SOCIAL MEDIA MARKETING
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WATCH ME
Social Media Revolution 2015
Digital Marketing Tools for Legal Professionals5. SOCIAL MEDIA MARKETING
What do we want to achieve with Social Media Marketing in Legal Business?
• More / Quality Assignments• More revenue• New Clients• Hiring new people• Profile Raising / Brand visibility• Impactful revenue generating opportunities / Sales• Establish and grow digital influence • Have Fun
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What are the factors we need to consider when engaging with SMM?
COST: Many of the tools are free, but there is a very high cost to consider; your time.
Know the platforms – understanding the types of social media: There are hundreds of tools available, choose the few that matches your goals, style, message and demographic. Ignore the rest.Know what you want to accomplish, have a strategy: Set your goals and be clear what you would like to accomplish.Add the right content: Create a content that fits to your business, industry, style and goals. The content must engage your target audience.
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How can we translate this to Legal Business?
1. YOU want to BE FOUNDCreate online presence – Website CV, LinkedIn profile all linked, using the right keywords2. BECOME MEMBER OF THE RIGHT CLUB, ENGAGE WITH YOUR AUDIENCEFind your audience, become member of the right groups, follow the right companies and groups, eengage in conversations.3. COME BEARING GIFTSPrepare valuable content, use all digital platforms to share it, link them all together.4. MEASURE SUCCESS / START A NEW PROJECT
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The most popular Social Media tool for Legal Professionals in 2015LinkedIn
“connect the world's professionals to make them more productive and successful. When you join LinkedIn, you get access to people, jobs, news, updates, and insights
that help you be great at what you do.”LinkedIn Mission
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Interesting facts:• founded in 2003• 230 million members from over 200
countries• executives from every Fortune 500
company• 27% of users access from mobile
devices• 27% of users that check LinkedIn daily
• 3 million – total number of LinkedIn business pages• 17 minutes – average time a user spends
on LinkedIn monthly• 2 people join every second• 64% of users are outside of the US• 79% of users are over the age of 34
The most popular Social Media tool for Legal Professionals in 2015LinkedIn
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WATCH ME
The most popular Social Media tool for Legal Professionals in 2015LinkedIn
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Name, title, contact detailsCreating a Powerful LinkedIn Profile
Using the right keywords:• Your name• Your title• A personalised URL• (Add Photo)• SETTINGS!!!
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• include contact details:
• your company website
• IBG website
Creating a Powerful LinkedIn Profile
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Using the right keywords:• your specific areas• company name• Any business associations
or other organisations you wish to be associated with
SummaryCreating a Powerful LinkedIn Profile
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Add your profile in a different language
Creating a Powerful LinkedIn Profile
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• Engage in conversations• Understand the power of community, and the power community members hold• Participate without expecting• Join a random conversation• Join conversation on several platforms(Li Evans, Social Media Marketing)
Your activity on LinkedInROC = Return on Conversation
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• The conversation happens with or without you• Don’t be afraid of the negative• Understand each community• Come bearing gifts• Bloggers have no boundaries• Every business is different• Do not fall in love(Li Evans – Social Media Marketing)
It’s all about the conversation
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IBG as a team can do to establish & increase digital influence
1. Create powerful profiles – personal profiles and as a team
2. Link them all together3. Establish digital strategy, set up a plan4. DO IT and LINK THEM ALL TOGETHER
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LinkedIn Success Stories in Professional Services Sector
HSBC
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LinkedIn Success Stories in Professional Services Sector
- A lawyer has set up a group on employment law for HR directors and Managers. A year later the group had over 1000 members
- The firm has hosted HR Question times in its offices, more than 200 people attended
- The majority were not clients of the firm- They could establish new relationships and generate
more business
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7 things for you should do on LinkedIn today
1. Join LinkedIn2. Include all your relevant keywords in all the relevant sections3. Engage with your target clients4. Create and share relevant content5. Join industry groups on LinkedIn / establish your own (discussion group)6. Remain active7. Have fun