Presents
A Social Media Marketing FrameworkFor
Why Social Media?
It’s where your markets are conversing Establish yourself as a trusted participant in
these conversations.
Search engine rankings Social media profiles not only add high quality
pages to your search engine results page, social media links are a primary factor in search engine rankings.
Why Social Media?
Our Program Outline for PKC
Compliance: Creation of Social Media Policy and Training Against the Policy;
Development of Strategic Marketing
Framework;
Social Media Training & Consulting.
Creation of Social Media Policy, Training, and Archiving
Compliance
Compliance Guidelines to Consider
No improper soliciting and anything that could be considered advertising must have disclaimer;
No false or misleading information; No confidential information; Don’t create attorney/client relationship; No ex-parte communications; No improper contact with parties:
opposing parties or attorneys in cases; Judges! Jury members!
Don’t discuss cases online!
Compliance
Disclaimers -
http://www.nixonpeabody.com/disclaimer.asp
Compliance: ABA Model Rules
1.6 – Confidentiality; 4.2 - Communication With Person Represented by
Counsel; 7.1 - Communications Concerning a Lawyer’s
Services; 7.2 - Advertising (don’t pay for LinkedIn
recommendations!); 7.3 - Direct Contact With Prospective Clients
(soliciting); 8.3 - Reporting Professional Misconduct (you can be
reported for social media violations); 8.4 – Misconduct.
Compliance: You Need a Written Policy!
We will work with you to create a written policy;
We will help train participating employees against the policy;
All participating employees will sign off on the policy;
We can provide a turnkey archiving solution.
Social Media Marketing Strategies
Social Media Strategies
Relay Station will develop a strategic framework for PKC;
We can execute comprehensive content dissemination;
Law is a highly specialized field – Many social tactics will be more effective
with active participation of PKC attorneys; Who’s going to Tweet?
Social Media Strategy
Objective: Attain new clients
and increase business with
existing clients
Social Media Goals:
Generate leads; Network and relationship building; Showcase your expertise and experience; Engage with relevant communities: legal, business,
government, and consumer; Gather Intelligence:
information to support your work; competitive/market intelligence;
Get and promote speaking engagements and media; Search Engine Rankings and branding; Increase traffic.
Social Media Strategies: Gathering Intelligence - Listening!
Monitor the web for discussions relevant to PKC practice areas: Blogs; LinkedIn; Twitter; Legal social media sites; Facebook and Google + (to a lesser extent).
*** PKC participation point: To what extent can PKC help select content sources, filter content, and review weekly?
Social Media Strategies: Blogging
The essential cornerstone of your social media and content strategy, you social media hub!
http://www.bakerlaw.com/news/blogs/ Build a blog into your website; 2 - 4 blog posts/week on topics relevant to PKC practice
areas; www.asylumist.com; Post all articles and publications to your blog; Syndicate all blog posts across the social web.
*** PKC participation point: To what extent can PKC produce blog posts? (We can provide estimates for ghost writers).
Social Media Strategies: Blog Commenting
Comment on 2 – 4 outside blog posts per week;
We will provide guidance as to posting opportunities.
*** PKC participation point: To what extent can PKC post comments on blogs?
Social Media Strategies: LinkedIn
The most important network for law firm marketing, consider these 2010 stats: 78% of lawyers have joined a social
network; 71% of in-house counsel use LinkedIn; 2.25 million lawyers have LinkedIn profiles!
LinkedIn Objectives
In-person meetings! Skype and phone calls!
LinkedIn Strategies
Build optimized profiles for several PKC attorneys and get connections;
Get Recommendations: Consider and choose what you want to be
recommended for; Decide who to ask; Tell them what to say; Use keywords and bullet points.
Content: Post all blog posts, events, seminars and
publications across all LinkedIn profiles.
LinkedIn Strategies
Groups: Research relevant groups; Join local groups with meetings!!! Start discussions!
Ask questions! Target and contact:
Use advanced search: i.e. “council” at “commercial real estate” or “specific targeted company”;
Click on their profile, join their groups, add as connection!
Use LinkedIn apps, add blog posts to your profile; Join American Corporate Council Group, and local
chapters....
LinkedIn Strategies
Add all events, speaking engagements, webinars, etc.;
Use LinkedIn Answers: You can use questions to message all your
connections; It’s good to answer questions!
LinkedIn Strategies
We will: Optimize existing profiles; Create new optimized profiles; Provide regular strategic guidance.
PKC participation point: To what extent can PKC engage in LinkedIn conversations and networking on a weekly basis?
Social Media Strategies: Twitter
Why Twitter?
Engage with existing and potential clients; Disseminate content, create links – reporters
monitor Twitter, ask Jason! Build communities; Real time research: Monitor what people are
saying about your firm and your practice areas; 200 million tweets/day! More than one million Twitter Apps! Twitter as a customer service tool (DMs).
Twitter Strategies
A Twitter strategy to gather intelligence, drive traffic, and generate leads: Search Twitter and monitor keyword
streams related to your marketing targets; Develop lists of relevant influencers; Answer questions; Ask questions; Retweet; Comment; Tweet PKC content!
Twitter Strategies
PKC participation point: To what extent can PKC engage in Twitter strategies, ask and answer questions, and tweet interesting information?
Social Media Strategies: Facebook The largest social network, near 700
million users! Generate brand awareness and loyalty; Reinforce customer loyalty and
leadership position in your practice areas; Facebook likes and recommendations are
better than advertising; Requires diligence, many pitfalls for
lawyers…. Be careful friending judges….
Facebook Strategies
Build up PKC Facebook page; Get likes (especially from clients and your
professional networks); Post comments, blog posts, and other
useful information; Get recommendations from clients; Post comments from the Facebook page;
Post content to PKC attorney profile pages.
Training and Consulting
Social Media Marketing
Social Media Training & Consulting
We will provide social media training and ongoing consulting that will enable PKC to execute the social media strategies presented:
LinkedIn - Optimizing profiles, getting recommendations, engaging targets, using Groups and Answers;
Twitter - Searching and monitoring Twitter, building and using lists, optimizing your Tweets for maximum impact;
Facebook – Building an engaging Facebook presence, attracting likes, generating content to Facebook, engaging with communities.
Blogger outreach - Developing blog lists, and comment posting strategies;
Content strategies - Developing engaging and effective content for use in social media;
Regular consulting sessions - to answer questions and suggest tactics.
Reporting and Analytics
Monthly Activity Reports; Google Analytics; SEO and Social Media Reporting with
Raven Tools.