ROI Conference 2013 - Your Social Success Story

YOUR SOCIAL SUCCESS STORY

Chris Treadaway, Founder & CEO of Polygraph

THE TRENDS DRIVING BEHAVIOR

Just 7 short years ago

Today in 2013…

Democratized & Connected Phones

Participatory Media

Seismic Shifts in Trust

Generational Gap

Source: Pew Internet & American Life Study

Source: Buddy Media/Luma Partners

SO WHAT?

How does this affect your business?

• Marketing/Awareness– Clients will find other attorneys– Solution: make it easier for potential clients to find

• 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

Modernization & Digitization

SignageBillboardsNewspaperRadio & TVYellow PagesTraditional PressBrochureCash RegisterScheduling SystemDirect Mail ListWatercooler & WOM

Social MediaContent MarketingNews Feed OptimizationBloggingListings, Reviews, ReputationSearch Engine MarketingWeb SiteE-mail/CRM

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

http://jacksonlo.com/benefits-of-local-search-marketing/

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

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

DECIDING WHERE TO FOCUS

Two Approaches to Social

Go where the people are Do what fits your business

Source: http://www.mindjumpers.com/blog/2012/05/time-spend-online/

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

Google Local Business Listing

www.google.com/placesforbusiness

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

Facebook

• 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

Twitter

• 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

• 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/

YouTube

• Create your own Channel• Upload videos• Embed videos in web sites, blog posts, etc.• Search Engine Optimization benefit

What percentage of local customers read reviews about local businesses? 67%

69% believe the general public as much as a friend

Blogging Platforms

• Wordpress – blogging• Typepad – blogging• Tumblr – blogging & pictures

MAKING IT HAPPEN

Tools of the Trade

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

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

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

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

Create an Editorial Calendar

• Set the rules/policy• Mix up topics and outlets• Discipline• Take the thought out of the problem – “autopilot”

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!

A FINAL WORD OF ENCOURAGEMENT

Source: Buddy Media/Luma Partners

Thank you!

Chris Treadawayctreada@polygraphmedia.com@ctreada on Twitter

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