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Why Should Big Law do Social Media

Oct 21, 2014




Sample Bliss PR PPT Ideas

Exploring Social Media for Law Firms

Your brand isnt what YOU say it is, its what GOOGLE says it is- Chris Anderson, Wired MagazineJune 28, 2010

Start Your Engines *

Today well talk about:Why social media mattersBrief overviewDeeper dive into LinkedInGetting startedIndustry resources


Why Social Media Matters*

Lawyers are already experimenting, even BiglawLeads: 10% of lawyers have had a client retain them as a result of use of online SM, according to an ABA reportBlogging: 96 of the 2009 AmLaw 200 law firms are now blogging. This number is up from 39 firms since August 2007Reading Online: Blogs are most frequently used tool among in-house lawyers at the largest companies (revenue of $1.5 billion to $9.9 billion) with 35% visiting a blog in past 24 hours and 54% in the past weekNearly 70% of Corporate Counsel aged 30 to 39 expect their consumption of business and legal industry news through SM platforms to increase within the next six monthsTweeting: 29 of AmLaw 100 firms have a Twitter account, though many blast like @WeilGotshalUpdating: 37 percent of Counsel aged 30-39 have used Facebook for professional reasons in the past 24 hours, and 48 percent nearly half have used it professionally in the past weekMore than 10% of law firms in the country are on Facebook and more than 40% of attorneys, per ABA


A Part of Marketing OUTBOUND MARKETINGDirect Mail / emailPrint AdsMarketing collateralINBOUND MARKETINGBloggingSocial/Digital MediaPublic RelationsWebsite


Social Media is for Leads and SalesSource: State of Inbound Marketing Report - *


What You Need to Know Now*

Is your company ranked on the first page of Google? If not, 3,923,869 sets of eyeballs missed your website *Source:

Search is the most performed action on the internet. Email is a close second. By 2014, mobile and internet technology will help over 3 billion of the worlds adults interact electronically By 2015, online marketing will control more than $250 billion internet spending worldwide

Did You Google Today? Google: 34,000 searches per second (2 million per minute; 121 million per hour; 3 billion per day; 88 billion per month, figures rounded)Yahoo: 3,200 searches per second (194,000 per minute; 12 million per hour; 280 million per day; 8.4 billion per month, figures rounded)Bing: 927 searches per second (56,000 per minute; 3 million per hour; 80 million per day; 2.4 billion per month, figures rounded)

Sources: Gartner; Engine Land

* Photo Credit:

More Tools/Channels = Less Control Are you and your company being found by the right people?Do you know what search terms are used to reach your website?Do you have a plan to convince the search engines to rank you more highly than a competitor?Your digital footprint is your resume

Take Control*

RSS (Real Simple Syndication) is a format for delivering regularly changing web content

It allows you stay easily informed by retrieving the latest content from the sites you are interested in, without having to go to specific websites

Real Simple Syndication (RSS)*RSS feeds allow organizations to keep clients and prospects up-to-date on news, thought leadership, company updates

Common RSS aggregators include Google Reader, MyYahoo, BlogLines, Feedburner, Microsoft Outlook

Get More For Less (Time) Separate the wheat from the chaff Archive all the information you want to readbut dont have time toKeep clients, prospects and influencers up-to-date, without clogging inboxesUniversity of Arkansas*

Twitter is a social networking and micro-blogging tool in which users send and read posts of up to 140-characters called tweets. Tweets are distributed to followers on a feed which displays the tweets in real time

Twitter now has 105,779,710 registered usersNew users are signing up at the rate of 300,000 per day180 million unique visitors come to the site every monthTwitter's search engine receives around 600 million search queries per day

Source: Huffington Post, 4/21/10


Why should legal marketers care?Generational shifts: Older attorneys may be reluctant, but younger folks are increasingly curious. Are you positioned to respond to that? Further, participation by younger attorneys puts the firms best foot forward without the risk of putting the face of the practice on initiative.Content distribution: We are each being taught to consume information on the go through our phones. Wont our marketing strategies ultimately need to reflect that trend?Dying Outlets: Do you believe The Wall Street Journal can drive leads? If so, do you know what will happen when internet ad revenue overtakes newspapers by 2014?Your own future: Even if the attorneys dont want to changeshould you, just a little?


If it works for other firms, what kind of potential could it hold for yours?Sullivan & Cromwell partner Frank Aquila, who was named a Legal Rebel by the ABA Journal in part because of his use of Twitter (@FAquila). He now writes for BusinessWeek, too.

Dr. Lisa Haile, Partner and co-chair of DLA Pipers global life sciences sector uses Twitter extensively to demonstrate her thought leadership. It netted an inquiry from a general counsel of a large target company

Freshfields Bruckhaus Deringer set up an internal wiki to encourage collaboration and knowledge sharing among its top rainmakers


Mastering LinkedIn*

Global: LinkedIn has over 65 million members in over 200 countriesFortune 500: Executives from all Fortune 500 companies are LinkedIn membersFocused: LinkedIn is the worlds largest professional audienceInfluential: Users are younger, richer and more powerful than Wall Street Journal, Forbes and Business Week readersPowerful: Your LinkedIn profile automatically shows high up on Googles first page

*Needed to Play: Your peers and competitors are already there66% of LinkedIn users are decision makers or have influence in the purchase decisions at their companies Responses to questions posed can be ranked. Over time, rankings create another community of respected experts based on the helpfulness of their advice.

First Step: Get yourself off to the right startEstablish your profile: Complete 100%, add a picture and leverage the summary sectionUse your own name to create a vanity profile: your website links: Match search phrases that you know your prospects useInvite your contacts to join the network: Remember bigger is better and you are never doneUpdate your status several times a week: Every time you act, it appears on the home page of your 1st degree connections



Second Step: Take advantage of LinkedIn tools and features to deepen connectionsShared Connections: Find potential clients/employees and then see what connections you have in commonLinkedIn Answers: Establish authority and expertise by participating in ongoing discussionsLinkedIn Groups: Interact with other business professionals on relevant topics, add your own RSS feedAd campaigns: Identify highly qualified targets by seniority, industry, job function, company size, etc.Events: View at a glance all of your networks upcoming eventsRecommendations: Market your business by having your colleagues and clients share your expertiseCreate a Group: Potentially the most powerful way to use LinkedIn build your own community


How can your firm get started?Recognize that you dont have to start by getting socialCombat distrust & cynicism with competitive intelligence and emerging insights Audit online activity on at least a quarterly basisRadian6, Techrigy, Scout Labs Construct early warning systems on key issues, competitors & conversationsTweetBeep, Backtype, BoardAlertsHarvest your existing contacts on LinkedIn, even if the lawyers are not readyFlowtownBenchmark & monitor clients/peers using social media & LI report Consider targeted SEO project, perhaps for an up and coming practiceConstruct recruiting SM strategy to demonstrate that firm is evolvingHarvest analytics from website and current email blasts


ResourcesLegal MarketersJayne Navarre: Virtual Marketing officer, upcoming book on SM case studies for lawyersNancy Myrland: Myrland Marketing, former in-houseHeather Milligan: The Legal Watercooler Adrian Dayton: Marketing Strategy & The Law blog, Social Media for Lawyers: Twitter EditionNicole Black: Social Media for Lawyers: The Next Frontier Mailing List: Both the LMA and Larry Bodines mailing list offer good SM nuggets


Legal Networks: Leads orreferral sources?Legal On Ramp: invite only community with in house counsel & attorneysMartindale-Hubbell Connected: just won an award for Best Closed CommunityJD Supra: cross-share lawyer contributed articles (Mintz Levin has given nearly 600 documents)Civile.IT: has more than 100,000 users per month (Italian)ACC listservLexBlog: is blog publishing platform used by 65% of AmLaw bloggers (incl. Russell Jacksons)Avvo: has free lawyer profiles and a content network


Questions? Please contact me:

Email: [email protected]: @elizabethsosnowLinkedIn: Elizabeth Sosnow*