Case Study - Social Media Innovation in a Law Firm

8/9/2019 Case Study - Social Media Innovation in a Law Firm

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Presented by: Lorne MacLean

MacLean Family Law Group

Nov 2009

Innovation in a

Boutique Firm

BCFamilyLaw.ca


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MacLean Family Law Group Strategy:

Position ourselves as a niche

firm in medium to high net

worth family law practice

Rebrand to move upscale and

get away from commoditization

of family law fees ending up

with repositioning in market

place and identity change thatwon LMA best of show 2003

http://www.fishmanmarketing.

com/?t=26&PR=47

Winner: 2003 LMA Best

of Show "Most

Innovative" Award
http://www.fishmanmarketing.com/?t=26&PR=47http://www.fishmanmarketing.com/?t=26&PR=47http://www.fishmanmarketing.com/?t=26&PR=47http://www.fishmanmarketing.com/?t=26&PR=47


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Benefits of opening a branch in a small town

Be a big fish in a small pond

Keep an open mind and dont let

your ego block you from taking risks

and thinking outside the box We decided to accept files from a

small North Eastern BC boom town

called Fort St John BC and

discovered more millionaires there

per capita than Vancouver We built a brand new office with no

real competition booming fees

within days of opening

2006


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Family Law clients have long been price sensitive and are

clamouring to speed the process and reduce costs and we

face competition from: Do it yourself kits and unbundled legal services

Mediation/Collaborative Law

New family law settlement franchise companies

Who knows but I suspect the next killer iPhone App

for $9.99 will be called BC EASY FAMILY SPLIT UP!

It is clear that change is upon us and we need

to embrace it and swim with the current, not

perish by swimming against it


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What works & what does not work?

What are the Pros and Cons of fixed fee and alternative fee

arrangements for litigation boutiques?

Do individual clients as opposed to large companies reallywant a fixed fee or alternative fee arrangement?

Disincentives to prompt settlement from fixed

fee arrangements


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Shepherd Law Group in Boston USA

http://www.clientrevolution.com/

http://www.clientrevolution.com/2009/08/how-do-you-set-your-

prices.html

http://www.shepherdlawgroup.com/approach.php

Valorem Law Group and Founding Partner Patrick Lamb-9 man

firm- business litigation

http://www.valoremlaw.com/

http://www.valoremlaw.com/what/value-line-adjustment.html

http://www.patrickjlamb.com/archives/cat-hourly-rates-and-

alternatives.html

How canfixed fee and litigation budgeting work for a

small boutique litigation firm? Examples:
http://www.clientrevolution.com/http://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.shepherdlawgroup.com/approach.phphttp://www.valoremlaw.com/http://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.valoremlaw.com/http://www.shepherdlawgroup.com/approach.phphttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/


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Traverse Legal-Internet and IP law 6 man firm

http://www.traverselegal.com/about/

http://greatestamericanlawyer.typepad.com/greatest_american_lawyer/v

aluebased_billing/

Chinn and Associates 3 man divorce law firm

http://www.chinnandassociates.com/value.html

Rosen Law Firm

http://www.rosen.com/

http://www.rosen.com/feecalculator/

Illinois Divorce-unbundled services

http://www.illinoisdivorce.com/
http://www.traverselegal.com/about/http://greatestamericanlawyer.typepad.com/greatest_american_lawyer/valuebased_billing/http://greatestamericanlawyer.typepad.com/greatest_american_lawyer/valuebased_billing/http://www.chinnandassociates.com/value.htmlhttp://www.rosen.com/http://www.rosen.com/feecalculator/http://www.illinoisdivorce.com/http://www.illinoisdivorce.com/http://www.rosen.com/feecalculator/http://www.rosen.com/http://www.chinnandassociates.com/value.htmlhttp://greatestamericanlawyer.typepad.com/greatest_american_lawyer/valuebased_billing/http://greatestamericanlawyer.typepad.com/greatest_american_lawyer/valuebased_billing/http://www.traverselegal.com/about/


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Cut marketing costs and broaden reach by being in vanguard of social media

Use social media and video including BC Family Law TV to extend reach and

position as the go to BC family law firm

Be the first to build an online network through social media

Facebook business page, Twitter profile, LinkedIn profile, Flickr etc

Leverage social media marketing to build your brand

Build a family law minded community surrounding your brand

Reach out to your community of potential customers

Follow like minded individuals on social networks & learn from them (LinkedIn)

2009 Time to refresh &

leverage social media


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Reach out to your networks for answers!


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For example: Fixed fee & Litigation budgeting

Advertise

Facebook Cost Per Click

Google (Adwords)

Build supporting content and

organic search rankings

Website

Blog

Twitter

Distribute and share content

RSS Feeds

Twitter

Facebook business page

Announcing a new business initiative


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Advancing your reputation as the

go to firm for high end family law Interact with your social media community

Provide feedback to comments and questions on Facebook

Engage with other like minded individuals on Twitter

Find out what your competitors are saying online & induce your brand and

expertise into their conversations

Reply to their Twitter feeds

Comment on their blogs


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Twitter: @bcfamilylaw

Blog: http://www.bcfamilylaw.ca/resources/blog/

Flickr: http://www.flickr.com/photos/bcfamilylaw/

Website: www.bcfamilylaw.ca

Email: [email protected]

Facebook Business Page : BC Family Law - MacLean FamilyLaw Group


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What is Social Media Marketing?

Slides 9-12

What did we do?

MacLean Family Law Case Study

Slides 13-25

Supporting Material


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Social media is an umbrella term that defines

the various activities that integrate

technology, social interaction, and theconstruction of words, pictures, videos, and

audio.

But that doesnt quite do it

What is Social Media?


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Social Media allows people to

engage, participate, and share

their ideas online

Social Media is:

open decentralized

real time

impact

transparent measurable


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346,000,000

number of people globally who read blogs 700,000,000

number of photos added to Facebook monthly

273.1 minutes

time on average spent watching online video

each month 55%

internet users who have uploaded and shared

photos

57%

internet users who have joined a social network 93%

Americans online expect companies to have a

social media presence

Social media has reach!


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Low-cost

Increase Profitability

Community/ Supporters

Primary + Secondary Traffic

Better Search Engine Rankings

Benefits


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What we did?

What did we do?


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New Site


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New Blog


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New Twitter Account


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New Facebook Business Page + Facebook Advertising


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New LinkedIn Profile Page + LinkedIn Advertising


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New Yelp Business Listing


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Measuring Success


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Measuring Success


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Measuring Success Facebook + Demographics


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Measuring Success Facebook + Community Interaction


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Twitter Growing Followers


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The social Internet is a majoropportunity for brands,

advertisers and marketers - it

allows for a much more positive

relationship with consumers /

potential customers

3 themes must be embraced for a

SMM campaign to succeed:

CREATIVITY

INTERACTION

PARTICIPATION


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Online Marketing and Social Media

Marketing for MacLean Family Law

Group by 6S Marketing Inc.

http://www.6smarketing.com

Lyn Wilson

Manager, Client Services

6S Marketing Inc.

phone. 604.282.7605

[email protected]
http://www.6smarketing.com/?utm_source=power_point&utm_medium=MacLean_Family_Law&utm_campaign=November_presentationmailto:[email protected]:[email protected]://www.6smarketing.com/?utm_source=power_point&utm_medium=MacLean_Family_Law&utm_campaign=November_presentation

Case Study - Social Media Innovation in a Law Firm

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