LMA We First Slides

@simonmainwaring 1. Global Recession [email_address] #LMALA

@simonmainwaring 2. Consumer Distrust #LMALA [email_address]

@simonmainwaring 3. Connected Citizens [email_address] #LMALA

Clients and customers want a better world, not just better widgets. @simonmainwaring [email_address] #LMALA

86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests. Edelman 2010 GoodPurpose® Study @simonmainwaring #LMALA [email_address]

Social Media and The Law [email_address] #LMALA @simonmainwaring GEOGRAPHY: Universal access is partly why social media and the Internet have been difficult to fit into one field of law. JURIES: Lawyers are pulling information from social networks like Facebook and LinkedIn to see what companies, brands, or affiliations jury members might have. EVIDENCE: In terms of legal evidence, social media is a lot like e-mail made public. BRANDING: Social media is helping lawyers establish a brand and identity. LEAD GEN: Social media was most effective at creating offline relationships.

“ In-house attorneys now are using new media platforms to deepen their professional networks; to obtain their legal, business, and industry news and information; and to enrich their social and personal lives. Most importantly, they expect that trend to accelerate in the future.” @simonmainwaring [email_address] #LMALA Greentarget 2010 Corporate Counsel New Media Engagement Survey Can you ignore social media?

So are you ready to be social? @simonmainwaring [email_address] #LMALA Define Purpose and Core Values Distil into Emotional terms Craft a Manifesto Write a Vision Statement Commit to Purpose Align Internally

5 Essentials Social Platforms @simonmainwaring [email_address] #LMALA Blog Facebook/Twitter/Google+/Linked In You Tube Channel Content (re Products/Services/Purpose) E-commerce (Offline/Online/Mobile)

@simonmainwaring [email_address] #LMALA

“ LawPivot will charge both lawyers and startups to use it. If the company can pull this business model off, it will have devised a way to not only intercept fees lawyers sometimes collect for consultations but also collect fees from those lawyers themselves. If that doesn’t scream brilliant, we don’t know what it does.” @simonmainwaring [email_address] #LMALA Mashable, March 2011

1. Community Building @simonmainwaring [email_address] #LMALA

@simonmainwaring Brand Content/Values: Expedition 206 ‘Open Happiness’ [email_address] #LMALA

@simonmainwaring Brand/Consumer/Causes: Pepsi Refresh Project [email_address] #LMALA

@simonmainwaring Brand Community Architecture : Nike & Livestrong Foundation [email_address] #LMALA

@simonmainwaring Brand Community Architecture: Nike & Livestrong [email_address] #LMALA

2. Contributory Consumption @simonmainwaring [email_address] #LMALA

@simonmainwaring Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values [email_address] #LMALA

@simonmainwaring Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief [email_address] #LMALA

3. Brand Collaboration @simonmainwaring [email_address] #LMALA

@simonmainwaring Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative [email_address] #LMALA

@simonmainwaring Brand Collaboration: Nike GreenXChange [email_address] #LMALA

@simonmainwaring Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability [email_address] #LMALA

Brand Building Social Strategies/Tactics [email_address] #LMALA @simonmainwaring Blog : Allowing individual attorneys to to co-author the brand’s/firm’s message. See: ctemploymentlawblog.com Curate : Become a source of news creating, aggregating and filtering industry news and matters related to your specialty letting the information flow both ways. @dnajd Referrals : Use social media to connect with colleagues and thought leaders for client referrals by finding, following and engaging with blogs in your area of expertise and geographic area. See: @nikiblack Be human : Show your personality and humor so people want to work with you. See: @FAquila

Goodwill Building Social Strategies/Tactics Crowdsource ideas or funds or IP Collaborate with competitors/cross sector Build contribution into real/virtual consumption Launch/partner with employee volunteer programs Use social platforms to trigger donations/actions Use online platforms/mobile apps for credibility/reach @simonmainwaring [email_address] #LMALA

Added Return on Investment @simonmainwaring [email_address] #LMALA Employee Retention Intellectual Property Research & Development PR Reputation Management/Word of Mouth

1. The future of profit is purpose. 2. Brands must become community celebrants not celebrities. 3. Marketers must become data traders in social emotion. @simonmainwaring [email_address] #LMALA

Thank You, LMA. Twitter: @simonmainwaring Email: [email_address] For the slides, email: [email_address] To be part of the first ever WE FIRST SOCIAL BRANDING SEMINAR, see Morgan at the back of the room!

LMA We First Slides

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