Digital Marketing: Driving Business Growth With An Eye to In-House Counsel
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Transcript of Digital Marketing: Driving Business Growth With An Eye to In-House Counsel
DIGITAL MARKETING: DRIVING BUSINESS GROWTH WITH AN EYE TO IN-HOUSE COUNSELLegal Marketing Association
November 16, 2010
By MaryJane MuddFull Tilt Communications
DURING THIS PRESENTATION
Social Media Birds-Eye View In-House Counsel Survey Results ABA Commission Social Media Study What It All Means Resources
SOCIAL MEDIA: A BIRDS-EYE VIEW
TWEET TWEET?
HOW SOCIAL MEDIA WORKS
“Turn strangers into friends,Turn friends into customers,
And then… do the most important job:Turn your customers into sales people.”
- Seth Godin
6
6
HOW LINKEDIN, FACEBOOK,TWITTER AND BLOGS WORKTOGETHER TO ENHANCE RELATIONSHIPS
The continuum of “professional” to “personal” online environments
LinkedIn, Facebook and Twitter are the virtual handshake
Biography and professional profile vs. interaction, engagement and conversation
Business-oriented social networking site
Improves your Google page rank, search engine results
Increases the relevancy of a job search
Makes meetings go more smoothly
Gauges health of companies and industries
LINKEDIN TIPS
Create a compelling profile Write regular status messages Use the Q&A function Become an “expert” Join groups Start a group Promote your blog Use URL on signature block
FACEBOOK The largest social networking site Users create a profile and share photos,
videos, events, messages and more 500 million active users Fastest growing demographic is over 30
years old Average user has 120 friends on the site More than 3 billion minutes are spent on
Facebook each day (worldwide)
HOMEPAGE
FAN PAGE
FACEBOOK The largest social networking site Users create a profile and share photos,
videos, events, messages and more 500 million active users Fastest growing demographic is over 30
years old Average user has 120 friends on the site More than 3 billion minutes are spent on
Facebook each day (worldwide)
FACEBOOK TIPS
Post content worth reading Post frequently Encourage interaction Link back to web site List all events, speaking engagements Thank people for comments, input Turn firm’s site into a water cooler location
A microblogging service that allows users to post short updates
Some 19% of internet users now say they use Twitter or another service to share updates about themselves
Marketers can create a community of followers to which they push information while developing a corporate personality
Twitter is not a sales call!
TWITTER TIPS
Start with the end in mind:Stay informed?Do research?Build a personal
brand? Create compelling
profile Give as much as you
take Don’t be that guy!
E-MAIL MARKETING According to Marketing Sherpa:
75% of social media experts say e-mail is the best way to interact with customers
50% of all content shared today is shared using e-mail
E-mail plus social sharing equals more customers
E-MAIL MARKETING MUSTS FROM OMS 2010
Use brand in subject line Include welcome in the body Use links back to web site Include call to action on newsletter, or on site Personalize with client names Personalize with your signature Use customer-centric language Offer incentives, if appropriate Educate recipients Remind recipients of firm benefits
CORPORATE COUNSEL NEW MEDIA ENGAGEMENT SURVEY
SURVEY POOL
Survey conducted in spring 2010 by ALM Legal Intelligence, Zeughauser Group and Greentarget Strategic Communications
164 GCs/Chief Legal Officers, Deputy/Assistant GCs across the United States
FOR STARTERS…
Blogs: AmLaw 200 are blogging with 297 blogs among them; 245 of which are firm branded. A 147% increase from 2007 (Source: LexBlog)
LinkedIn: Every AmLaw 200 firm has a Company Profile on LI. Of the 50 million users on LI, 1.5 are lawyers (Source: Apollo Business Development)
Facebook: 31 of AmLaw100 have “fan pages.” Not well branded but potential is there (Source: Stem Legal Blog)
Twitter: 76 of AmLaw 100 have Twitter pages, but haven’t posted a single tweet. 39 firms are using it, but not well (Source: The Byne Blog)
DIGITAL WHAT?
DIGITAL WHAT?Familiarity decreases
with age…63% in 40 – 49 age group worth noting
MY KIDS SIGNED ME UP…
MAYBE THERE’S SOMETHING TO ALL THIS…
Younger lawyers are much more active on LinkedIn than older lawyers
Blog use is more consistent across all age groups: 35% visited a blog within past 24 hours, 54% in past week
SOCIAL NETWORKING TOOLS USED FOR PERSONAL REASONS
SOCIAL NETWORKING FOR PERSONAL REASONS…AGE GROUPS
Blurred lines: 37% counsel age 30-39 have used FB for professional reasons; 50% in the past week
PERSONAL VS. PROFESSIONAL
PRIMARY MEDIA SOURCES FOR LEGAL, BUSINESS, INDUSTRY NEWS AND INFO
45% of companies with revenue of less than $10 million cited blogs among their top sources of information; as did 48% of companies with revenue of $1.5 billion to $9.9 billion
WHO’S ONLINE
53% of in-house counsel ages 30 – 39 cited social media web sites as their leading sources of information
47% of in-house counsel at companies with $10 million or less in revenue and 65% at companies with $10M - $100M cite social media web sites as leading sources of information
$1B and above—not so much
RESOURCE CREDIBILITY
IS IT WORTH IT?
SEND IT TO MY PHONE
WHAT DOES THE FUTURE HOLD?
ABA COMMISSION REGARDING SOCIAL MEDIA
ABA COMMISSION ON ETHICS 20/20 WORKING GROUP ON THE IMPLICATIONS OF NEW TECHNOLOGIES
Pay per click Online social
networking Blogging Lawyer websites Case histories on law
firm web sites Gathering information
through networking websites
Discussion forums
JD Supra document uploads
COMMISSION’S GOALS
“The Commission seeks to determine what guidance it should offer to lawyers regarding their use of social and professional networking sites, especially when lawyers use those sites for both personal and professional purposes.”
“This guidance could take the form of a policy statement that could be submitted to the House of Delegates for its adoption or a white paper that sets out certain guidelines regarding lawyers’ use of networking sites…”
WHAT IT ALL MEANS
TAKEAWAYS
Digital marketing has its place in the strategic marketing mix
Referrals still primary Social media is used
more, and considered more credible, among younger set
More prevalent in smaller companies
There is a future in blogging and mobile marketing
Stay tuned regarding ABA Commission
RESOURCES
Greentarget Survey: http://bit.ly/agQnuV
ABA PDF: http://www.abanet.org/cpr/issuepaper.pdf
The State of Law Firm E-Mail Marketing, by Joshua Fruchter http://bit.ly/eLmReport [email protected]
ADDITIONAL RESOURCES
www.marketingprofs.com
www.webmarketcentral.blogspot.com
www.tengoldenrules.com
www.amahouston.org
www.technorati.com
MaryJane Muddmjm@fulltiltcomm.comwww.fulltiltcommunications.comwww.twitter.com/MJMuddwww.linkedin.com/in/fulltilthttp://www.facebook.com/FullTiltCommhttp://maryjanemudd.wordpress.comWork: 281.589.2256Cell: 281.562.2954
Thank you!