roi of social media
DESCRIPTION
This presentation was designed given to the San Francisco Bar Association to answer the question, "Is there any value in social media marketing for lawyers and others in the legal profession" (or similar professions) This presentation explains the potential ROI of social media for professionals and provides concrete recommendations on how to begin or how to take it to the next level.TRANSCRIPT
Facebook, LinkedIn, Twitter!
Oh My! What’s the Real ROI?
© 2013 LydiaSnider.com
© 2013 LydiaSnider.com
Who am I?
Philosophy on social media
© 2013 LydiaSnider.com
What is the potential ROI of social media?
Make an informed decision on your social media strategy.If so, where to start? Already started? Next step.
© 2013 LydiaSnider.com
Housekeeping
Tweet @lydiasnider @sfbar
Slides will be available on Slideshare
Silence phones.
© 2013 LydiaSnider.com
Twitter is stupid &
Instagram is Twitter for
people who can’t read.
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Who are you
following?
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© 2013 LydiaSnider.com
Even your grandma is online these days!
© 2013 LydiaSnider.com
© 2013 LydiaSnider.com
If Facebook were a country it would be the 3rd largest.
.
(Behind China & India)
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LinkedIn200 Million Users
.
Twitter passed 500 Million Users
in 2012
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Social Media is today’s cocktail party,and chatting over the fence or around the water cooler.
© 2013 LydiaSnider.com
Social Networks
Influence 74% of buying decisions.
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On Twitter, 53% of consumers recommend companies or products in their Tweets.
Of those, 48% follow through with the intent to buy that product or service.
© 2013 LydiaSnider.com
The days when companies could tightly control brand messaging and progress consumers along a linear purchase funnel have long ended. Social media has fundamentally changed the consumer decision journey.
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially larger, global pool of friends, peer and influencers.Neilson.com Social Media Report 2012
8-10 touches to turn a looky
lou into a client.
© 2013 LydiaSnider.com
The biggest mistake most people make
in social media.© 2013 LydiaSnider.com
© 2013 LydiaSnider.com
© 2013 LydiaSnider.com
Every Fan or Follower is a real person with real hopes, dreams, worries & fears.
My Perfect Average ClientGender?Age?Relationship Status?Income?Job?Kids?Pets?What is home like?Eat for breakfast?Do in morning?Lunch?Afternoon?Dinner?
Evening?Hobbies?Read?Watch on TV?Where do they hang out online?Weekends?Where to they buy groceries?How do they dress?What worries keep them up at night?What are their secret dreams?What will they regret on their deathbed?
© 2013 LydiaSnider.com
The other biggest mistake
people make.© 2013 LydiaSnider.com
© 2013 LydiaSnider.com
They direct people to a lame
website.
One chance to make 1st
impression.
© 2013 LydiaSnider.com
Considerations for Website
• Easy to find contact & other information.
• Option to sign up for email list.
• Easy to add new content.• Shares well on social
media.
Authority &
expertise, like beauty
is in the eye of the beholder.
© 2013 LydiaSnider.com
© 2013 LydiaSnider.com
© 2013 LydiaSnider.com
© 2013 LydiaSnider.com
© 2013 LydiaSnider.com
© 2013 LydiaSnider.com
Identify Your Expertise:
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• What do friends and family ask you?
• Reviews of books/articles you read.• Thoughts on trending news stories• Insights from your practice• What do you wish you clients
knew?• What do people need to believe or
know to hire you?
© 2013 LydiaSnider.com
Now, combine your expertise with your clients’ secret fears and hopes for posts
that they will want to read, “like” and re-
share.
© 2013 LydiaSnider.com
Be sure to include the
keywords people are searching
and using.
© 2013 LydiaSnider.com
ROI of Social Media1.Directing people to your
website.2.Generating 8-10 touches to
turn prospects into clients.3.Where people talk & refer
these days.4. Demonstrate & disseminate
your expertise.5. Source of information.
© 2013 LydiaSnider.com
Pick One.
Which social network do you most enjoy?
Which social network do your clients & potential clients use most?
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Demonstrate Your Expertise.
Be you – use your voice
Create content.
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Engage in the Conversation.Re-share related non-
competition sources.
Post comments on expertise sites Forbes, WSJ, Quora, LinkedIn Groups
Reply & comment.
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Schedule It.
Use it during dead time unused time.
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LinkedIn:
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LinkedIn:Are you maximizing your profile?
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How many recommendations/endorsements do you have?
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Have you created a company page?
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Are you utilizing groups & status updates?
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Have you “won” the LinkedIn game
yet?
© 2013 LydiaSnider.com
Twitter:
Reply & Retweet.
Write 200-300 tweets.
© 2013 LydiaSnider.com
Pinterest:
Infographics.
Only if you really love it.
© 2013 LydiaSnider.com
Facebook:
Consider a company page – post there first then share.
OK to talk about insights from work. Share as would in real life.
© 2013 LydiaSnider.com
YouTube:
Short information videos.
Surpasses Google for information search.
© 2013 LydiaSnider.com
When adding an additional network remember:What learned on one network applies to others.
Like driving a different model car.
© 2013 LydiaSnider.com
What value could it bring to your business?Can you delegate it?Do you want to?
© 2013 LydiaSnider.com
Use it within the next 24 Hours or Lose It
Identify ONE thing to do in next 24 hours.
Brain dump all ideas for your social media.
Mark in calendar next time will look at this list and do one more thing.