LEGAL MARKETING BRUSSELS

SoCIAL MEDIA & LAW FIRMS

18.03.2011

Kristien Vermoesen

Managing Partnertner

www.FINN.be

kristien.vermoesen@FINN.be

CASE: BURGER KING

THE POWER OF GOOGLE

“FREE SAMPLE”

KNOWLEDGE, INSIGHT, ANALYSIS

18.03.2011

CONTENT

I. THE TIMES, THEY ARE A-CHANGIN’

II. THE SOCIAL NETWORK

III. ACTION!

18.03.2011

FINN Survey 2010: ‘law marketing trends 2011’

18.03.2011

18.03.2011

Survey 2010: ‘law marketing trends 2011’- THE RISE OF THE ‘BEAUTY CONTESTS’

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Survey 2010: ‘law marketing trends 2011’- THE RISE OF THE ‘BEAUTY CONTESTS’ (2)

Survey 2010: ‘law marketing trends 2011’

- FROM ‘rainmaker’ model To marketing model

18.03.2011

INHOUSE COUNSEL

RAINMAKER

Cfr. Eversheds, Schultz,…

BUT!

Survey 2010: ‘law marketing trends 2011’

- LAW FIRMS USE traditional marketing CHANNELS

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Survey 2010: ‘law marketing trends 2011’

- LAW FIRMS KEEP BELIEVING IN traditionAl marketing CHANNELS

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CONTENT

I. THE TIMES, THEY ARE A-CHANGIN’

II. THE SOCIAL NETWORK

III. ACTION!

18.03.2011

Social media facts & figures

Male

Caucasian

41

72.885 €

BE: 910.000

Female

Caucasian

37

51.515 €

BE: 4.238.340

Mal & Female

Caucasian

35

51.692 €

BE: 90.000

Blogging & Leads

Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn

18.03.2011

STRATEGy: expert STATUS

CONTENT MARKETINGCONTENT MARKETINGCONTENT MARKETINGCONTENT MARKETING

WHAT DOES AN EXPERT DO?

ANALYSISINTERPRETATIONOPINION

~ INBOUND MARKETING

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Expert statusSTEP 1 – SPECIALIZE

NICHE !

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Expert statusSTEP 2 – experts ACCUMULATE KNOWLEDGE

KNOWLEDGE:- articles- research- professional blogs/social networks

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ExpertstatusstEp 3 – experts SHARE KNOWLEDGE

“THE GUERILLA MARKETEER IS ALWAYS LOOKING FOR AN OPPORTUNITY TO GIVE.” (Jay Conrad Levinson)

BOOKSWHITEPAPERSBLOGSRESEARCHPRESS RELEASESSEMINARS

=> ALL SHARED ON SOCIAL MEDIA

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Expert statusstEp 4 – experts HAVE AN OPINION

CURATION VS. ORIGINAL CONTENT

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Expert statusstEp 5 – experts WORK HARD

“IT TAKES 10 YEARS AND 10 000 HOURS TO BECOME AN EXPERT”

CONTENT

I. THE TIMES, THEY ARE A-CHANGIN’

II. THE SOCIAL NETWORK

III. ACTION!

18.03.2011

THE Social media CIRCLE

“content”

“signpost”

“conversation”

THE Social media CIRCLE

“content”

“signpost”

“conversation”

BELANG VAN BLOGBELANG VAN BLOGBELANG VAN BLOGBELANG VAN BLOG

5 redenen om te bloggen

THE IMPORTANCE OF A BLOG: USE YOUR WEBSITE AS FOCAL POINT

26.08.2010

THE IMPORTANCE OF CONVERSION

Newsletter

Email signature

Offline comm

Twitter, RSS, Facebook, LinkedIn

CONVERSION-RATE: 3 % – 7%

HOW TO GET STARTED

I. DEFINE TARGETS & TARGET GROUPSI. DEFINE TARGETS & TARGET GROUPSI. DEFINE TARGETS & TARGET GROUPSI. DEFINE TARGETS & TARGET GROUPS

II. II. II. II. CHOOSE YOUR CHANNELSCHOOSE YOUR CHANNELSCHOOSE YOUR CHANNELSCHOOSE YOUR CHANNELS

+ NEWSLETTER

b2b b2c

III. III. III. III. DEFINE A DEFINE A DEFINE A DEFINE A

‘SOCIAL MEDIA ‘SOCIAL MEDIA ‘SOCIAL MEDIA ‘SOCIAL MEDIA CIRCLE’CIRCLE’CIRCLE’CIRCLE’

IV. IV. IV. IV. DEFINE DEFINE DEFINE DEFINE VALUES, VALUES, VALUES, VALUES, CONCEPT & CONTENTCONCEPT & CONTENTCONCEPT & CONTENTCONCEPT & CONTENT

V. PLANNING: V. PLANNING: V. PLANNING: V. PLANNING:

FREQUENCE, CALENDARFREQUENCE, CALENDARFREQUENCE, CALENDARFREQUENCE, CALENDAR, CONTENT MANAGER, GUIDELINES, CONTENT MANAGER, GUIDELINES, CONTENT MANAGER, GUIDELINES, CONTENT MANAGER, GUIDELINES

VI. VI. VI. VI. MONITOR MONITOR MONITOR MONITOR andandandand LISTEN!LISTEN!LISTEN!LISTEN!

DON’T HIDE YOUR BLOG

26.08.2010

Tips & tricks

USE LINKEDIN GROUPS & ANSWERS

26.08.2010

Tips & tricks

LISTENBE ACCESSIBLE

26.08.2010

Tips & tricks

USE TWITTER TO GET KNOWN BY JOURNALISTS

26.08.2010

Tips & tricks

PRESS

18.03.2011

Vragen?

kristien.vermoesen@finn.be

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