social media - turning your people & your network into your best marketing assets
Post on 17-Jul-2015
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SOCIAL MEDIA
04.23.15
Turning Your People & Your Network into Your Best Marketing Assets ALFA Webinar
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But Luckily, It’s Not That Complicated
We tend to use each social media channel for different reasons. Not all channels will be relevant. How you engage with a channel should be dictated by: • Who’s using it • What are they using it for • When and where they’re using it
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Focus on Channels that are Most Relevant
• 73% use social media tools
• More than half said the quality of law firm blogs influences their hiring decisions
• More than 2/3 said they use LinkedIn for professional reasons during the past day or week
• 65% said they had turned to Wikipedia to conduct company and industry research
http://www.insidecounsel.com/2013/04/18/in-house-counsel-social-media-use-reaches-an-all-t
General Council Chief Legal Offices Deputy / Assistant GCs
Other In-house Council
Greentarget & Zeughauser Group surveyed 379 people with the following roles:
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Research Helps Uncover Variation
Geography
Industry
Title
Relationship To Firm
Audience’s Needs & Tendencies
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A Way to Structure Your Efforts
Engage • Actively interact in one-to-one, one-to-many,
or many-to-many conversation • Advance a discussion
Posts Groups Campaigns
Listen • Actively monitor and capture conversations • See what is trending and popular • Understand how it relates to your firm
LinkedIn Sprout Social Hootsuite Tweet Deck
Participate • Proactively publish content on social media • Communicate a message to an audience
Profiles Tweets Blogs Social Hosting
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Listen: Both (Attorneys & Firm)
LinkedIn Listen to posts (made by companies and individuals) and read the comments. Gives you insight into trends and areas of interest.
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Listen: Both (Attorneys & Firm)
TweetDeck Create a dashboard so that you can see what others are saying about you, as well as what your clients & attorneys are discussing.
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Listen: Firm
SproutSocial Invest in SproutSocial so that you can see what is being said about your firm across multiple channels.
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Participate: Attorneys
Twitter Curate content – help save others time by hand-picking the best and most interesting information.
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Participate: Firm
Twitter The entire firm can curate content on Twitter and share via the website.
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Participate: Attorney
LinkedIn Create a robust profile, connect with others, and regularly post experience and publications.
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Participate: Firm
Blog Develop a blog and use multiple channels (like LinkedIn and Twitter) to drive people to visit the blog.
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Participate: Firm
Slideshare
Social Hosting
Scribd
YouTube/Vimeo
Flickr/Instagram
Post presentations, videos, and photos on various social hosting sites.
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Engage: Both (Attorney & Firm)
Twitter Respond to other’s Tweets to show that you’re engaging with their ideas or content.
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Engage: Firm
Facebook Conduct campaigns to raise money for good causes, but also awareness across social media.
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Our Curiosity
What are the top law firms and consulting firms doing on LinkedIn to build relationships?
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How We Approached It
Score 0 1 2 3 4 5
Least Robust Most Robust
We created a scoring rubric to assess and compare LinkedIn Presence across multiple dimensions.
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What We Wanted to Learn
Company Profile
Leadership Profiles
Company Posts
Followers
How are companies using LinkedIn?
How does it impact audience engagement?
? Groups
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What We Found – Key Drivers
Company Profile
Leadership Profiles
Company Posts
Followers ? Groups
LEGAL
CONSULTING
How are companies using LinkedIn?
How does it impact audience engagement?
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What We Predict
We predict that as the presence of law firms on LinkedIn gets more mature, leadership profiles will be a main driver for this industry as well.
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Follower to Employee Ratio
0
5
10
15
20
25
30
Follo
wer
to E
mpl
oyee
Rat
io
Company
Consulting firms have much higher follower to employee ratios than law firms. They also have a larger spread of follower to employee ratios.
Legend
Consulting Firms
Law Firms
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Company Profile: Results
Main Company Page • Company Information • Recent Updates Section • Affiliated Pages • Featured Groups
Law Firms Consulting Firms
Not too far behind WINNER
Law Firms Consulting Firms
Much farther behind WINNER
Who wins this battle?
Careers Page • Visual Elements • Featured Employees • Recent Updates
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Posts: Results
Law Firms Consulting Firms
TIE
Law Firms Consulting Firms
Much more posting of firm news WINNER
Who wins this battle?
How frequently do they post?
What type of posts are they making?
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Posts: Example – Firm News
• Links to a press release on the DLA Piper site • Helps to “credentialize” the firm, but doesn’t provide information that audiences can use • Mixing in other types of posts of important
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Posts: Example – External News
• Links to an external news source (The Recorder) • Showcases firm’s perspective on something that is happening in the news • Both “credentializes” DLA Piper and offers useful information
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Posts: Example – Thought Leadership • Links to a publication on the
DLA Piper site • Includes an interesting info-
graphic • Demonstrates knowledge of
the retail industry • Guides users to explore more
information on the website
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Posts: Types of Posts - Law
Law firms tend to post primarily internal items with some amount of thought leadership posting.
Company Firm News Thought Leadership External News
DLA Piper ✔ ✔ ✔
Hogan Lovells ✔ ✔
Latham ✔ ✔
Skadden ✔ ✔
White & Case ✔ ✔
Jones Day ✔ ✔
Gibson Dunn ✔ ✔
Baker McKenzie ✔
Sidley ✔
Kirkland Ellis
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Posts: Types of Posts - Consulting Consulting firms tend to post more thought leadership than law firms and are less internally focused.
Company Firm News Thought Leadership External News
Bain ✔ ✔ ✔
Oliver Wyman ✔ ✔ ✔
Deloitte ✔ ✔ ✔
Booz Allen Hamilton ✔ ✔
PwC ✔ ✔
The Parthenon Group ✔ ✔
A.T. Kearney ✔
Accenture ✔
McKinsey ✔
BCG ✔
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Groups: Results
Law Firms Consulting Firms
Far fewer groups WINNER
Who wins this battle?
How many groups do they have?
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Leadership Profiles: Results
Leadership Team Overall
Who wins this battle?
Top Profile By Firm
Law Firms Consulting Firms
TIE (both are weak)
Law Firms Consulting Firms
Top profile not as strong WINNER
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What We Learned
1. Target Your Efforts: Start by focusing on your audiences and what channels are relevant to them.
2. Become Informed: Listen to what is happening and consider researching your audiences' unique tendencies and preferences.
3. Be Resourceful: Share your content across multiple channels so that you get the most value out of it.
4. Leverage Your People: Empower your people to be active - we tend to care more about content coming from a person than from an organization.
5. Deliver Valuable Content: Make sure to give users valuable content from your firm – not just content about your firm.
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