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Vermont Bar Association
Seminar Materials
2017 Solo & Small Firm Conference
Social Media Marketing
May 18 & 19, 2017
Basin Harbor Club
Vergennes, VT
Speaker:
Anthony Marrone, Esq.
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THE SOCIAL MEDIA
MARKETING
BLUEPRINTFOR LAWYERS
ANTHONY A. MARRONE, II, ESQ.
WHY SOCIAL MEDIA?
90% of 18 to 29 year olds use social media And 1/3 of millenials say
Social media is their preferred channel for Communicating with businesses
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2
76% of law firms maintain an online presence in 2015compared to 55% in 2012
Your Law Firm isa Media CompanyFirst. PublishContent!GARYVAYNERCHUK
HOW CAN SOCIAL MEDIA
WORK FOR LAWYERS ?
2 SOCIAL MEDIA ADVERTISINGUse of various platforms to advertise, with a special focus on sponsored posts anddark posts on Facebook, giveaways and contests and outsourcing your socialmedia.
1 SOCIAL MEDIA PLATFORMS
& HOW TO USE THEMLearn how to which platforms to use and the basics of Facebook, LinkedIn,Instagram, Twitter. Avoid common pitfalls associated with each platform.
3 CREATING A SOCIAL MEDIA
PLANEstablishing goals for your social media, developing a consistent voice andimplementing a plan to achieve success.
4SOCIAL MEDIA ETHICSAnalyzing the Rules of Professional Conduct and ethics opinions as they apply tosocial media and insulating your social media profiles from ethical slip-ups.
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WHICH SOCIAL MEDIA
PLATFORM IS RIGHT FOR
YOU?
With an ever-growing list of different platforms, how do you know where to focus your limitedtime and attention in order to grow brand awareness and drive new business to your law
practice?
FACEBO
OK1.4 billion monthly activeusers;
66% of men and 77% ofwomen in the U.S.;
56% of people 65 & older; 35% law firms, 27%
lawyers
TWITTE
RMore fast-paced and international; 27% of
people with incomes over $75k and 30% of college
graduates
INSTAGR
AMOver 300 million userssharing 60 million photosper day; 53% of millenials;
only 6% of those 65 & older
LINKEDI
NEven distribution acrossall age demographics;
more than 50% of collegegraduates; 57% of lawfirms & 73% lawyers
PINTER
EST42% of women and 30% of people who live in rural
areas; this is the onlyplatform where rural usersare online at a higher rate
than urban users
SNAPCH
ATHuge among millenial, started off with a bad
reputation but has becomemuch more mainstream
Who is yourintendedaudience?
MARKETING
FOR
LAWYE
Facebook is everything for local businessesright now. If you’re not using Facebook tomarket to clients and prospects, yourcompetitors will.
Consistently developing and sharing content on your Facebook Page is asimportant as having an updated website that works on mobile devices.
MAXIMIZING YOUR
FACEBOOK PAGE
2 INTERACT & ENGAGE WITH
FOLLOWERSYou are building a community and this will only work if you treat your followers and peoplewho engage with your content as if they are part of your offline community
1 USE DIFFERENT KINDS OF CONTENTPost engaging content that is both visually-appealing and contains a mix of links to yourown content, curated content, video, live video, images, etc.
3 POST CONSISTENTLY &
FREQUENTLYYou need to develop a plan to post consistently and with enough frequency forFacebook’s algorithms to show your content to followers
4 GET PERSONAL...The types content that receive the highest level of engagement are behind-the-scenesstyle content from your office or share personal insight from members of your firm
5 KEEP IT SIMPLE TO PARTICIPATE &
SHAREDon’t create barriers to sharing and engaging with your content.
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MARKETING
FOR
LAWYE
The question isn’t should you be on LinkedIn,it’s how much money are you losing by notbeing on LinkedIn?
LinkedIn is the best way to stay in close contact with colleagues, former co-workers, referral sources and other professionals
CREATE A Winning
LINKEDIN PROFILE
2 Provide a complete experience
listThis is the best way to show your depth of experience and prior employment andvolunteer positions
1 GET A HEADSHOT and an
attention-getting headlineThere’s nothing worse than seeing the empty LinkedIn profile photo, keep it professional
3 Write a compelling summary in
narrative fashionThis is the chance for you to tell your story in plain English. Don’t pass up this opportunityto weave the narrative of your work history in compelling fashion.
4 Create content that reaches
your intended audienceAlways be mindful of audience and goals on this platform
5 Use linkedin pulse & groupsUse the built-in features of LinkedIn to reach a wider audience and expand yournetworking base
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MARKETING
FOR
LAWYE
Instagram is the fastest growing social mediaservice right now and has replaced Facebook& Twitter as the platform of choice for thoseunder 40
Businesses on Instagram are creating a dominant presence in themarketplace with 18-29 year olds. Those may not be your clients today, butthey will be in 15 years.
INSTAGRAM: NOT
JUST FOOD
PICTURES
2 CONSIDER SOURCING USER-
GENERATED CONTENTOnce your page is up and running you’ll be able to get submissions using a #hashtag onrepurpose the content
1 FOCUS ON BEAUTIFUL CONTENT
WITH NARRATIVEInstagram is first and foremost a place to post beautiful pictures, but you don’t need to bea pro to do this.
3 USE OF THE HASHTAGBorn on Twitter, but vital on Instagram, you can use 20 different #hashtags per post and itwill be the #1 to organically grow your brand’s visibility
4 PERSONAL STORYTELLINGI made the bold choice to link my personal & business Instagram pages so you’ll seepictures of my family and my firm
5 CREATE YOUR SOCIAL MEDIA CLIQUEBy following and interacting with other small businesses you can lay the foundation fornew collaborations and new work
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MARKETING
FOR
LAWYE
I ignored Twitter for a long time because itwas difficult to manage, but for the right nicheit is the quickest way to build a big following
Oddly, you won’t find many 75 year olds on Twitter. You will find tons ofmillenials, entrepreneurs and celebrities
SO YOU WANT TO
KNOW ABOUT
TWITTER?
2 EFFECTIVE USE OF 140 CHARACTER
LIMITMake good use of the character limit, abbreviate where appropriate, use shortlinks to limitcharacters (bitly.com)
1 REQUIRES THE CORRECT NICHEYou can certainly become a thought leader, but finding new clients on Twitter will dependon your practice area
3 FOLLOW BRAND & THOUGHT
LEADERSFollow the leaders in your industry or practice area, including bar associations, and thosewho are in related fields
4 REQUIRES REGULAR ENGAGEMENTIf you’re not liking, re-tweeting and replying to Tweets, your Twitter follower count will notgrow
5 CREATIVE USE OF HASHTAGSUse appropriate, well-used/branded hashtags to grow your followers and broaden thebase for your message
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Introducing
You To The
World Of
Social
Media
ADVERTISING
Social media is becoming more of a “pay to play” environment, so it isvital to know how much you need to spend to yield results and whereto best spend those dollars
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13
Create a plan
with the
Social Media
Marketing
BLUEPRINT
1FIGURE
OUT
WHERE
YOU NEED
TO BE
You don’t need to be on every single platform, pick one or two to start out where you’recomfortable
3CREATE
GREAT
CONTENTThere’s no secret sauce here, you need to be able to produce content that is engaging and shareable
2DETERMINE
OPTIMAL
AUDIENCEWho are you trying to reach? This should be atthe core of all of your content
4DEPLOY
YOUR
MESSAGE
ACROSS
PLATFORM
Use a third-party software or post organically atconsistent times across platforms
6RINSE &
REPEATOne of my favorite approaches is to re-purposearchived content
5STAY ON
TOPIC &
ON
SCHEDULE
Be aware of mission drift and don’t go silent forweeks with no postings
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MY actual PLAN IS ON PAGES 159-161 in the book
HOW TO USE SOCIAL
MEDIA ETHICALLY?
2 ATTORNEY-CLIENT
RELATIONSHIPBe aware of inadvertenttly creating an attorney-client relationship or providing legaladvice in a jurisdiction where you are not licensed
1 FOLLOW ATTORNEY
ADVERTISING RULESRPC 7.1 and 7.3 will likely apply to many of the postings you make on socialmedia, but the RPC has not caught up with modern social media interactions
3 TECH TRAINING IS GOING TO
BE MANDATORYFlorida has already set the bar by mandating CLE training for lawyers on tech. Thisis a certainty, not a possibility.
ANTHONY A. MARRONE, II, [email protected]
CONTACT ME WITH
YOUR QUESTIONS
@
marronee
lderlaw
5/11/2017
15
THAN
K YOU
&HAPPY
