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The slides from Ross Fishman's popular program for lawyers and law firms, "Strategy, Branding, and Social Media: Standing out in a Crowd." It includes tips re Google+ LinkedIn Wikipedia Avvo Quora Yelp reviews etc. Presented at the Litigation Counsel of America (LCA), NALP, Association of Accounting Marketing (AAM), and the Association of Legal Administrators (ALA). © 2014 Fishman Marketing, Inc.
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LCA Terranea Strategy and Social Media: The Latest Trends in Ethics & the Internet
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Two types of Internet searches
•! Organic search –! K5"-11L",-",L+(/,9MN"9,ON1/"?,O,(("O*F"/1P/1)1-M)"(-QR/1L")1,+1-"(-"SF-1)"A6M"6,)1)7T"
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•! Secondary reference –! K5XY1"*1,/L"/1,99N"3FFL"M*(-3)",IFRM"A99,-"Z9,319""5XL"9(01"MF"91,/-"+F/1",IFRM"*(+7T"
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Two types of Internet searches
•! Organic search –! K5"-11L",-",L+(/,9MN"9,ON1/"?,O,(("O*F"/1P/1)1-M)"(-QR/1L")1,+1-"(-"SF-1)"A6M"6,)1)7T"
–!U1V-3"WFR-L"F-"UFF391"•! !"#$%&'"()*("+,-./*0#.,(+1!234+
•! Secondary reference –! K5XY1"*1,/L"/1,99N"3FFL"M*(-3)",IFRM"A99,-"Z9,319""5XL"9(01"MF"91,/-"+F/1",IFRM"*(+7T"
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Telling your story online Whom do you want writing on your bathroom wall? Who has your best interest at heart?
Telling your story online •! Own your reputation •! Be proactive –!8FF9"IN"MFF9"
•! Some info already exists, create the rest
•! How hard is it? –!C1MX)")11["
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Start now Get ahead of the Internet
The Internet will tell your story anyway.
Control the process. Tell your story.
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Ethics Break
Yelp Sues Firm that Posted Fake Reviews
•! Yelp sued a bankruptcy law boutique •! Alleged that firm posted fake glowing
Yelp reviews about itself •! Violated CA’s consumer-protection laws? –!K8*1".6.(99,-"C,O"U/FRPd)"1eF/M)"MF"+()91,L"6F-)R+1/)",/1"P,/26R9,/9N"I/,f1-"3(Y1-"M*1N"*,Y1"M,/31M1L"YR9-1/,I91"6F-)R+1/)"g"(-L(Y(LR,9)"W,6(-3"I,-0/RPM6N",-L"9FF0(-3"WF/"913,9"/1P/1)1-M,2F-7T"•! !"#$%&'%()(*##+,%-+.%/012$3+4#"5+EF67F8G+
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“Astroturfing” (fraudulent reviews)
•! NY’s Attorney General: –!K%a"6F+P,-(1)"*(/1L"O/(M1/)"MF"O/(M1"W,01",L)4"/1Y(1O)",M"h%7$$";"h%$"P1/"/1Y(1OT"
–!i19P4"UFF391"CF6,94"`(MNZ1,/6*""•! “Slam dunk” for bar discipline –!KDF"W,9)1",LY1/2)(-34"9N(-34"F/"L161(MT"–!DF"+(23,2F-""
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Google Searches
What does Google like?
•! Your website •! Wikipedia articles •! Blogs •! LinkedIn profiles •! Google+ profiles •! YouTube videos •! Twitter •! Facebook •! Media mentions •! Bylined articles •! Photo sites
–! ](6,),4"'9(60/"ji,*FFk"•! Avvo.com
•! Directories –! i199FO"],31)""–! .,-M,"
•! Review sites –! i19P4".1/6*,-M"`(/691"–! c(PFec1PF/M76F+"
•! Q&A sites –! @737"lRF/,"
•! Distribution platforms –! SB"ZRP/,"–! D,2F-,9"C,O"c1Y(1O"
•! Slideshare.net -- PPT slides, .pdfs, & videos
© 2014 Fishman Marketing, Inc.
Ethics Break
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Googling Yourself
Fast Company on Googling Yourself
•! “Why You Should Google Yourself and Not Feel Guilty About It.” –!!"#$%&'()"*+4"&>%\>%&"
•! “Curation is being aware of how you’re perceived.
•! “You want your image to be consistent and what comes up at the top of a search to match that.
•! “So, go ahead and Google yourself. Now.”
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What Should You Do?
So what should you do?
•! Create the things that Google likes –!C1,/-"M*1"/R91)4"P9,N"M*1"UFF391"3,+1"
•! Tell your story using the weighted tools –! 5W"UFF391X)"3F(-3"MF",#-"M*1+4".()/'0-"M*1+"
•! Create valuable, meaningful materials –!]R)*"M*1"1+PMN"L(/16MF/(1)",-L"QR-0"MF"P,31)"#"F/"\"
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Create “Marketing Monday”
•! Every Monday spend your lunch hour online, filling out another marketing tool –!`F-)()M1-M9N4"/13R9,/9N4")N)M1+,26,99N"FY1/"2+1"–!D1O"MFF9"1Y1/N"O110"–!H*(91"O,M6*(-3"8m""
•! Start with the short, easy, impactful ones •! You don’t need many
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Avvo.com
Avvo - Assignment
•! Fill out your Avvo profile •! Play the game –! J1"M*F/FR3*4"6F+P/1*1-)(Y1"–! C()M")P116*1)4"*F-F/)4",O,/L)4",62Y(21)"–! %;#".F-L,N)"
•! Include photo •! Request a client Review •! Seek a 9.0-10.0 rating –! ]/F)P16M)"O(99")11"(M",-NO,N7"–!BF"NFR"1--2"9(01","_7^n"
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Compare. . .
Website
Website
Blog
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Blog
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Google+
Google+
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JD Supra
Above Law
Family Guy
Avvo
Slideshare
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Dentist
YouTube
Blog 5+6789+:*;&/#(+<#$=".()>+?(%@+
Google+ Profile
Create a Google+ Profile
•! Create a Gmail (Google email) address –!U+,(9"-161)),/N"WF/"UFF391o""–!@,)N4"W/11"
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Google+
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Google+ Assignment
•! Create a Google+ profile •! Tell your story •! Fill it out thoroughly, creatively, persuasively –!b)1")M/,M13(6"Z@p"01NOF/L)"–!U1M","K`R)MF+"bcCT"j(717"NFR/"-,+1k"–! 5-69RL1"P*FMF""
•! Link to resources, articles, etc. residing across the Internet
•! Upload posts, articles, memos
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Stand out
•! Profile –!`F+P199(-3"Z@p"*1,L9(-1"–!C()M"NFR/"6R//1-M",-L"9,)M"MOF"PF)(2F-)"–!.,01">")110"c16F++1-L,2F-)"–! 5-M1/1)M)",-L"A))F6(,2F-)"–!]1/)F-,9"C(-01L5-"bcC"–!.,01"(M"PRI9(6"
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LinkedIn – Assignment
•! Draft a complete profile –! "b)1"-,//FO"Z@p"OF/L)""
•! Use Status updates •! Applications –!@737"Z9(L1)*,/1""
•! Upload your contacts •! Seek Recommendations •! Join / Create Groups
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Quora – Q&As
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Quora - Assignment
•! Identify a narrow practice area, niche, or issue where you’d like to be known
•! Find and answer a Quora question –!8*FR3*rR94"M*F/FR3*"/1)PF-)1"–!b)1"9FM)"FW"Z@p"01NOF/L)"
•! Repeat –!A-)O1/","W1O"sR1)2F-)"–!#$"+(-RM1)"
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Ethics Break
Can you look up jurors on social media?
•! Lawyers can look up jurors on social media –!1737"',61IFF04".NZP,614"C(-01L5-",-L"8O(t1/4"
•! Can’t connect with them –!AJA"1M*(6)"FP(-(F-"
•! May not communicate directly with jurors –!`,-XM",)0"MF"KW/(1-LT"M*1+"F-"',61IFF0"–!AJA"`F++(t114"@M*(6)",-L"]/FW1))(F-,9()+"
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Other Online Tools
JD Supra - Assignment
•! Create a JD Supra profile •! Upload an article on your most-important
practice or industry topic –! 5-69RL1"9FM)"FW"Z@p"01NOF/L)"
•! Fill out the Title, Description, and Tags carefully
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Slideshare - Assignment
•! Create a Slideshare.net account •! Upload an article and PPT presentation –!'(99"FRM"M*1"8(M914"B1)6/(P2F-4",-L"8,3)"6,/1WR99N"–!b)1"Z@p"01NOF/L)"
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Need a new website or marketing upgrade? Marketing training? Please call any time! cF))"'()*+,-4"SB"M23>+:*;&/#(+<#$=".()++N8@E9O@9G6@GP9Q++$,;;RS;&/#(/#$=".()@%,/+CCC@S;&/#(/#$=".()@%,/++
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