Case Study - Social Media Innovation in a Law Firm
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Transcript of Case Study - Social Media Innovation in a Law Firm
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Presented by: Lorne MacLean
MacLean Family Law Group
Nov 2009
Innovation in a
Boutique Firm
BCFamilyLaw.ca
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MacLean Family Law Group Strategy:
Position ourselves as a niche
firm in medium to high net
worth family law practice
Rebrand to move upscale and
get away from commoditization
of family law fees ending up
with repositioning in market
place and identity change thatwon LMA best of show 2003
http://www.fishmanmarketing.
com/?t=26&PR=47
Winner: 2003 LMA Best
of Show "Most
Innovative" Award
http://www.fishmanmarketing.com/?t=26&PR=47http://www.fishmanmarketing.com/?t=26&PR=47http://www.fishmanmarketing.com/?t=26&PR=47http://www.fishmanmarketing.com/?t=26&PR=47 -
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Benefits of opening a branch in a small town
Be a big fish in a small pond
Keep an open mind and dont let
your ego block you from taking risks
and thinking outside the box We decided to accept files from a
small North Eastern BC boom town
called Fort St John BC and
discovered more millionaires there
per capita than Vancouver We built a brand new office with no
real competition booming fees
within days of opening
2006
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Family Law clients have long been price sensitive and are
clamouring to speed the process and reduce costs and we
face competition from: Do it yourself kits and unbundled legal services
Mediation/Collaborative Law
New family law settlement franchise companies
Who knows but I suspect the next killer iPhone App
for $9.99 will be called BC EASY FAMILY SPLIT UP!
It is clear that change is upon us and we need
to embrace it and swim with the current, not
perish by swimming against it
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What works & what does not work?
What are the Pros and Cons of fixed fee and alternative fee
arrangements for litigation boutiques?
Do individual clients as opposed to large companies reallywant a fixed fee or alternative fee arrangement?
Disincentives to prompt settlement from fixed
fee arrangements
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Shepherd Law Group in Boston USA
http://www.clientrevolution.com/
http://www.clientrevolution.com/2009/08/how-do-you-set-your-
prices.html
http://www.shepherdlawgroup.com/approach.php
Valorem Law Group and Founding Partner Patrick Lamb-9 man
firm- business litigation
http://www.valoremlaw.com/
http://www.valoremlaw.com/what/value-line-adjustment.html
http://www.patrickjlamb.com/archives/cat-hourly-rates-and-
alternatives.html
How canfixed fee and litigation budgeting work for a
small boutique litigation firm? Examples:
http://www.clientrevolution.com/http://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.shepherdlawgroup.com/approach.phphttp://www.valoremlaw.com/http://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.patrickjlamb.com/archives/cat-hourly-rates-and-alternatives.htmlhttp://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.valoremlaw.com/what/value-line-adjustment.htmlhttp://www.valoremlaw.com/http://www.shepherdlawgroup.com/approach.phphttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/2009/08/how-do-you-set-your-prices.htmlhttp://www.clientrevolution.com/ -
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Traverse Legal-Internet and IP law 6 man firm
http://www.traverselegal.com/about/
http://greatestamericanlawyer.typepad.com/greatest_american_lawyer/v
aluebased_billing/
Chinn and Associates 3 man divorce law firm
http://www.chinnandassociates.com/value.html
Rosen Law Firm
http://www.rosen.com/
http://www.rosen.com/feecalculator/
Illinois Divorce-unbundled services
http://www.illinoisdivorce.com/
http://www.traverselegal.com/about/http://greatestamericanlawyer.typepad.com/greatest_american_lawyer/valuebased_billing/http://greatestamericanlawyer.typepad.com/greatest_american_lawyer/valuebased_billing/http://www.chinnandassociates.com/value.htmlhttp://www.rosen.com/http://www.rosen.com/feecalculator/http://www.illinoisdivorce.com/http://www.illinoisdivorce.com/http://www.rosen.com/feecalculator/http://www.rosen.com/http://www.chinnandassociates.com/value.htmlhttp://greatestamericanlawyer.typepad.com/greatest_american_lawyer/valuebased_billing/http://greatestamericanlawyer.typepad.com/greatest_american_lawyer/valuebased_billing/http://www.traverselegal.com/about/ -
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Cut marketing costs and broaden reach by being in vanguard of social media
Use social media and video including BC Family Law TV to extend reach and
position as the go to BC family law firm
Be the first to build an online network through social media
Facebook business page, Twitter profile, LinkedIn profile, Flickr etc
Leverage social media marketing to build your brand
Build a family law minded community surrounding your brand
Reach out to your community of potential customers
Follow like minded individuals on social networks & learn from them (LinkedIn)
2009 Time to refresh &
leverage social media
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Reach out to your networks for answers!
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For example: Fixed fee & Litigation budgeting
Advertise
Facebook Cost Per Click
Google (Adwords)
Build supporting content and
organic search rankings
Website
Blog
Twitter
Distribute and share content
RSS Feeds
Twitter
Facebook business page
Announcing a new business initiative
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Advancing your reputation as the
go to firm for high end family law Interact with your social media community
Provide feedback to comments and questions on Facebook
Engage with other like minded individuals on Twitter
Find out what your competitors are saying online & induce your brand and
expertise into their conversations
Reply to their Twitter feeds
Comment on their blogs
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Twitter: @bcfamilylaw
Blog: http://www.bcfamilylaw.ca/resources/blog/
Flickr: http://www.flickr.com/photos/bcfamilylaw/
Website: www.bcfamilylaw.ca
Email: [email protected]
Facebook Business Page : BC Family Law - MacLean FamilyLaw Group
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What is Social Media Marketing?
Slides 9-12
What did we do?
MacLean Family Law Case Study
Slides 13-25
Supporting Material
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Social media is an umbrella term that defines
the various activities that integrate
technology, social interaction, and theconstruction of words, pictures, videos, and
audio.
But that doesnt quite do it
What is Social Media?
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Social Media allows people to
engage, participate, and share
their ideas online
Social Media is:
open decentralized
real time
impact
transparent measurable
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346,000,000
number of people globally who read blogs 700,000,000
number of photos added to Facebook monthly
273.1 minutes
time on average spent watching online video
each month 55%
internet users who have uploaded and shared
photos
57%
internet users who have joined a social network 93%
Americans online expect companies to have a
social media presence
Social media has reach!
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Low-cost
Increase Profitability
Community/ Supporters
Primary + Secondary Traffic
Better Search Engine Rankings
Benefits
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What we did?
What did we do?
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New Site
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New Blog
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New Twitter Account
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New Facebook Business Page + Facebook Advertising
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New LinkedIn Profile Page + LinkedIn Advertising
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New Yelp Business Listing
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Measuring Success
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Measuring Success
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Measuring Success Facebook + Demographics
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Measuring Success Facebook + Community Interaction
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Twitter Growing Followers
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The social Internet is a majoropportunity for brands,
advertisers and marketers - it
allows for a much more positive
relationship with consumers /
potential customers
3 themes must be embraced for a
SMM campaign to succeed:
CREATIVITY
INTERACTION
PARTICIPATION
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Online Marketing and Social Media
Marketing for MacLean Family Law
Group by 6S Marketing Inc.
http://www.6smarketing.com
Lyn Wilson
Manager, Client Services
6S Marketing Inc.
phone. 604.282.7605
http://www.6smarketing.com/?utm_source=power_point&utm_medium=MacLean_Family_Law&utm_campaign=November_presentationmailto:[email protected]:[email protected]://www.6smarketing.com/?utm_source=power_point&utm_medium=MacLean_Family_Law&utm_campaign=November_presentation