Copyright 2012-2013, Notice Technologies Inc. YOUR SOCIAL SUCCESS STORY Chris Treadaway, Founder & CEO of Polygraph
Jan 21, 2015
Copyright 2012-2013, Notice Technologies Inc.
YOUR SOCIAL SUCCESS STORY
Chris Treadaway, Founder & CEO of Polygraph
Copyright 2012-2013, Notice Technologies Inc.
Copyright 2012-2013, Notice Technologies Inc.
Copyright 2012-2013, Notice Technologies Inc.
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THE TRENDS DRIVING BEHAVIOR
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Just 7 short years ago
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Today in 2013…
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Democratized & Connected Phones
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Participatory Media
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Seismic Shifts in Trust
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Generational Gap
Source: Pew Internet & American Life Study
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Source: Pew Internet & American Life Study
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Source: Buddy Media/Luma Partners
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SO WHAT?
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How does this affect your business?
• Marketing/Awareness– Clients will find other attorneys– Solution: make it easier for potential clients to find
you
• Advertising Efficiency– Ad spend doesn’t drive business like it used to– Solution: understand that advertising has changed
& adapt
• Competitive Disadvantage– Information will be used against you– Solution: become aware of what information now
exists
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Modernization & Digitization
SignageBillboardsNewspaperRadio & TVYellow PagesTraditional PressBrochureCash RegisterScheduling SystemDirect Mail ListWatercooler & WOM
Social MediaContent MarketingNews Feed OptimizationBloggingListings, Reviews, ReputationSearch Engine MarketingWeb SiteE-mail/CRM
Copyright 2012-2013, Notice Technologies Inc.
SignageBillboardsNewspaperRadio & TVYellow PagesTraditional PressBrochureCash RegisterScheduling SystemDirect Mail List
Today’s Conversion Funnel
Social MediaContent MarketingNews Feed OptimizationBloggingListings, Reviews, ReputationSearch Engine MarketingWeb SiteE-mail/CRMPersonal Referrals
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http://jacksonlo.com/benefits-of-local-search-marketing/
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Just over 60 percent said their firms now maintain one or more blogs.
Almost 85 percent of law firms now make use of social media and networking tools, such as LinkedIn, Facebook and Twitter.
More than half said that their firms plan to increase their budget for social media initiatives in 2012 and just over 20 percent said their firms already have a full-time social media specialist on staff.
Peer Pressure?
Source: ALM Legal Intelligence Study, January 2012
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49 percent of U.S. law firms reported that blogging and social networking initiatives have helped produce new business leads.
41 percent reporting that social media and blogging had helped them to actually land new work.
More than 40 percent said that blogs and social media networks have helped to increase the number of calls their firms receive from journalists in traditional and new media.
Roughly the same number said their presence in the blogosphere and on social media networks had also increased the number of speaking invitations their lawyers receive.
Successful Outcomes?
Source: ALM Legal Intelligence Study, 2012
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DECIDING WHERE TO FOCUS
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Two Approaches to Social
Go where the people are Do what fits your business
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Source: http://www.mindjumpers.com/blog/2012/05/time-spend-online/
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Source: http://www.mindjumpers.com/blog/2012/05/time-spend-online/
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Worksheet
• Search Engine Visibility• Sharing Articles and Your
Opinions with Customers• Publishing Videos• Listings, Ratings & Online
Reputation Management• Sharing Pictures with Customers• Answering Common Questions• Proactively write about your
business
Audience Size
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Google Local Business Listing
www.google.com/placesforbusiness
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The Many Opportunities of Google
• Google Adwords – paid advertising• Google Local Business – free listing• Organic search engine optimization – free
or paid, generally requires investment in creating content
• Google+ – social network, “hacked” search engine optimization
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• Facebook Pages– Edgerank – the algorithm that determines what
people see when they log in– You must encourage comments, likes, shares of
your content
• Facebook Notes• Facebook Advertising
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• Limited to 140 characters• Scope is international, not local• Tweets come & go very rapidly• Widely adopted by “tech” people, not as
much by mass market• Serious limitations for a local business
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• 83% women in the United States
• Create a free account at Pinterest.com
• Integrated with other social media
http://pinterest.com/jasonmiles/pinterest-facts-figures/
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YouTube
• Create your own Channel• Upload videos• Embed videos in web sites, blog posts, etc.• Search Engine Optimization benefit
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What percentage of local customers read reviews about local businesses? 67%
69% believe the general public as much as a friend
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Copyright 2012-2013, Notice Technologies Inc.http://www.quora.com
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Blogging Platforms
• Wordpress – blogging• Typepad – blogging• Tumblr – blogging & pictures
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MAKING IT HAPPEN
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Tools of the Trade
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Working the Plan
• Decide what you think fits your business best
• Pick the right outlets• Publish & curate content consistently• Listen to customers genuinely and respond• Attract new customers through
participation & direct advertising• Identify Influencers and make them really
happy
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Curate Content
• If you don’t have content or don’t want to create it, curate it
• Curation is referring to other people’s content on your own social media properties
• E.g. linking to an interesting article, sharing another person’s photo, commenting on someone else’s work
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Keyword Optimization
• Google Suggest• Tells you what search terms people use to
find you, competitors, etc.• Words with high search volume = good• Tip use them in your blog content,
Google+ posts, Facebook posts, Twitter
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Content Ideas
• “Behind the scenes” videos• “Staff” profiles• What people don’t know about what you
do• How to deal with weather changes• Taking care of their purchase• Related items of interest – landscaping,
being “ecofriendly” • Contests• Evocative imagery
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Create an Editorial Calendar
• Set the rules/policy• Mix up topics and outlets• Discipline• Take the thought out of the problem – “autopilot”
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Listen & Identify Influencers
• People are saying things about what they want, like, dislike all the time in social media
• Monitor to listen, understand what customers are saying
• Certain people are driving conversations online, in peer groups
• Win them and you win groups of people!
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A FINAL WORD OF ENCOURAGEMENT
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Source: Buddy Media/Luma Partners
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