lma ne 2010 conference - social media session
DESCRIPTION
TRANSCRIPT
11/10/10
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Marketers: Meet your new challenge |!
SOCIAL LAWYERS
Presented by Jayne Navarre
social media
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• De-mystify • Simplify • Support
your job
Communications Tool!The Internet is OUR
Web 1.0 | static information | passive involvement
Web 2.0 | dynamic information | active involvement
Web 3.0 | data driven | decision making
WELCOME TO the 21st Century
telephone, email, chat, social, cloud computing, productivity, and more
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New ways for old things
Networking Cocktail party Twi5er
Country Club Facebook
Chamber of Commerce LinkedIn
Alumni Groups Facebook
Conferences Linkedin/Tw@5er
Bar Associa@on Mar@ndale Connected
Trade groups AM X Open Network
Media Public Rela@ons Google search
Newspapers RSS Feeds
Magazines Interac@ve ar@cles
OP Ed Blogs
Document management Cloud compu@ng
Encyclopedia Wikis
Ar@cle database JD Supra
| developing new business
Mid-west defense lawyer calls NJ lawyer; sends 10K retainer to defend a case “Googled” plaintiff’s name –article found on JDSupra written by NJ lawyer who previously defended against same plaintiff
Can I really find new business via the social web?
West-coast lawyer retained by Fortune 100 client without RFP GC was regular reader of lawyer’s blog – like “getting to hear the lawyer think out loud”
Tech savvy law firm creates blogs around precise search terms clients use to find Internet law services receives numerous calls every day, on average converting one new client per day
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| your online presence
placement
content
conversation
claim your name
create your profile
use keywords
align with others
create content
have conversation
give it time to work
monitor
ingredients
tools
computer/Internet connection
networking sites, applications
blog software, video and audio devices, cameras
directions
| reserve your name knowem.com - check usernames
on 400+ social networks and domains.
ud.com – simple site for domain name, social media user names and trademark availability
namechecklist.com – gauge popularity of social handles, domain names, and search engine penetration
tm.biz – good for simple monitoring to protect TM’s searching 500 social sites. (free and paid subscriptions)
claim.io. - $129 registers your name for 300 sites
Anyone grabbed your name? Your firm’s name?
Fears of cyber squatting and social media identity theft?
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WHY? | angry impostors
http://www.hklaw.com
impostor
official site
| the profile
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| the profile is a billboard give it a GREAT title
a GREAT image a KEYWORD rich summary
| the title
“High-touch Legal Services for Startup and Early-stage Companies.”
“Experienced Trial Lawyer in Business Disputes and Product Liability, Partner, Bowman and Brooke, Phoenix Arizona.”
John Doe, Attorney, Smith & Jones PC
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| keywords make a difference
| the summary What problems do you solve?
What do you do best that others may want to know about?
What type of work do you WANT to do more of?
Tell your story!
I develop close working relationships with clients based on positive attitude and rock solid dependability so I can deliver High-touch Legal Services®.
Commercial law focusing on trademark, copyright and litigation. I try cases and I write the LIKELIHOOD OF CONFUSION blog.
mom, tax lawyer, coffee drinker, manic blogger, iPod addict – not a sleeper
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| the persona
Business voices Proper grammar Add value Project confidence
Avoid inflammatory statements and conversations Squelch your urge to blurt out
loud opinion Don’t speak about the
judiciary, your competition or your clients!
Tread lightly re: politics, religion or other touchy subjects
Casual voices
Be personable, but always guarded
Add humor carefully
Light hand on self-promotion
Be authentic
Keep personal things private
People DO cross check your networking activity!
| the placement
For each tool, site or service, consider these questions:
what do I want to do? what is the primary activity? what drives the conversation? can this tool serve my goals?
who is my target audience? are they here? who are the key influencers?
what is the scale and reach? how much time and effort is needed
to maintain my presence on this site?
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placement | the activity
publishing…
networking…
promotion…
publishing
Blogs
Articles
Whitepapers
e-books
networking
peer to peer
special interest
open business
private networks
promotion
cross platform posting
bookmarking
buzz
publishing | written content law blogs on site blogs, forums whitepapers articles
Blogs + search = A++
whitepapers ar@cles
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publishing | multi-media
PowerPoint
SlideShare.net
screen sharing
screenr.com
jing.com
YouTube
videos
be a podcaster Legal Talk Network
You are no longer standing in the back of the room. You’re on the stage and you’re holding the microphone.
| the voice
Social media should be a little bit about you And A LOT about everyone else.
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networking |
listen
observe the culture
observe interactions
learn how influence is expressed
respect the community vernacular
get to know members, stakeholders and norms
identified company executives
checked in on discussions added connections answered a question about
getting a job applied to positions met new people linked my Outlook with Social
Connected searched for people to hire read posts
What did you do on LinkedIn today?
networking | opportunities
CONVERSATION not SELF PROMOTION
comment on others’ blogs
comment on news stories
link to others’ content
ask questions
use focus group tactic
be genuinely interested
despite the keyboard, be human
conversations self-promotion
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networking | use groups LinkedIn Facebook Martindale
Connected
Mining Industry Professionals
Law School Practice Focus
Bar Associations
promote | cross post distribution options | greater reach
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WHY are we doing this? more people reach for search search results become…
the online footprint is the new media bio social search
web search
firm bio
new media bio
support |
monitor Google alerts
social mentions
reputation management
research listening
monitoring others
privacy settings monitor change in services
terms
enlighten applications
deep web content
keep your eyes on the horizon
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monitor | socialmention.com [social media activity]
monitorthis.com [social media activity]
WHY? angry impostor?
death threat?
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monitor | reputation defender
paid monitoring and repair
reputationdefender.com Wild West 2.0: How to Protect and
Restore Your Reputation on the Untamed Social Frontier
opportunity | monitor others
clients
competitors
brands
executives
cases
topics employment law
learn by listening
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|
pace yourself
set up a listening tab track Twitter #searches interact with social networks read rss feeds news items for sharing and
discussion
set up a cloud tab To do list Gmail Evernote (evernote.com) Maps Calendar Docs Bookmarks
# [hashtag] searches
LinkedIn Network Updates
Google Reader RSS
TwitterGadget
FriendFeed
Evernote To do Mail
Calendar
guard | personal data
GUARD
birth date
signature
email address
Friends Only
Friends of Friends
Public Profile
10 Minute Mail
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| privacy
ONLY FRIENDS
FRIENDS OF FRIENDS
EVERYONE
share carefully
privacy doesn’t exist!
google “your name images”
Facebook Privacy Settings
| applications
applications share a lot of information about you and who you associate with
recommend stories to social networks = sharing data
logging into newspapers and magazines using a social network
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| levels of privacy
privacy settings do not guarantee privacy
only degrees
your permanent record
level of privacy is a matter of qualification:
• if I post this, to what extent do I want it to be visible
• if I post this how far do I want it to travel
the deep web | third party data
123people.com!
spokeo.com indexes third party data
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future | what’s ahead more information, interaction, integration
#conferences
debates
books!
interviews
22tweets.com
Create transcripts at www.wthashtag.com
future | life-streaming
life-streaming
time management
aggregation
cutting through the clutter and noise
Social CRM
openid.com
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future | expansion
social networks expand Google becomes a social
network Facebook becomes a search
engine
devices get smaller, more connected and convenient
with one device we can read a book, a newspaper and our favorite blogs
iPad for business apps
Build your database with registra@ons 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 Twi5er or Flickr Podcast syndica@on
Educa@onal Seminars
Virtual Panels
Online mee@ngs
Responses to proposals
Live document sharing
White boarding strategy
Interoffice mee@ngs
On demand listening:
Podcasts
Lead genera@on
Convenience for clients, members, colleagues
Improve search op@miza@on
Exposure to new audiences
Eliminate travel
future | multi-media
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• law firm applica@ons | clients benefit
future | mobile
user behavior and portable information = a Web of data
future | semantic web
Web 1.0 | static information | passive involvement
Web 2.0 | dynamic information | active involvement
Web 3.0 | behavior + data | influences decisions
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go forth and conquer! [email protected] linkedin.com/in/jaynenavarre twitter.com/jaynenavarre www.virtualmarketingofficer.com www.lawgravity.com