Social Media - Turning Your People & Your Network into Your Best Marketing Assets
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Learn how to effectively structure and target your efforts on social media. This session was originally presented in a webinar for ALFA International, a global legal network of independent law firms.
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Social Media - Turning Your People & Your Network into Your Best Marketing Assets
- 1. SOCIAL MEDIA 04.23.15 Turning Your People & Your Network into Your Best Marketing Assets ALFA Webinar
- 2. 2 Social media can seem overwhelming
- 3. 3 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
- 4. 4 Align Efforts with AudienceAudienceDigitalTouchpoint
- 5. 5 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:
- 6. 6 Research Helps Uncover Variation Geography Industry Title Relationship To Firm Audience’s Needs & Tendencies
- 7. Examples of Social Media Involvement
- 8. 8 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
- 9. 9 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.
- 10. 10 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.
- 11. 11 Listen: Firm SproutSocial Invest in SproutSocial so that you can see what is being said about your firm across multiple channels.
- 12. 12 Participate: Attorneys Twitter Curate content – help save others time by hand-picking the best and most interesting information.
- 13. 13 Participate: Firm Twitter The entire firm can curate content on Twitter and share via the website.
- 14. 14 Participate: Attorney LinkedIn Create a robust profile, connect with others, and regularly post experience and publications.
- 15. 15 Participate: Firm Blog Develop a blog and use multiple channels (like LinkedIn and Twitter) to drive people to visit the blog.
- 16. 16 Participate: Firm Slideshare Social Hosting Scribd YouTube/Vimeo Flickr/Instagram Post presentations, videos, and photos on various social hosting sites.
- 17. 17 Engage: Both (Attorney & Firm) Twitter Respond to other’s Tweets to show that you’re engaging with their ideas or content.
- 18. 18 Engage: Attorney Twitter Pose questions on Twitter and engage in conversation.
- 19. 19 Engage: Firm Facebook Conduct campaigns to raise money for good causes, but also awareness across social media.
- 20. 20 Engage: Firm LinkedIn Host groups and post interesting content to draw attention.
- 22. 22 Our Curiosity What are the top law firms and consulting firms doing on LinkedIn to build relationships?
- 23. 23 Who We Assessed Vault Top 10 Consulting Firms AmLaw Top 10 Law Firms
- 24. 24 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.
- 25. 25 What We Wanted to Learn Company Profile Leadership Profiles Company Posts Followers How are companies using LinkedIn? How does it impact audience engagement? ? Groups
- 26. 26 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?
- 27. 27 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.
- 28. 28 Follower to Employee Ratio 0 5 10 15 20 25 30 FollowertoEmployeeRatio 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
- 31. 31 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
- 32. 32 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?
- 33. 33 Posts: Types of Posts Firm News Thought Leadership External News
- 34. 34 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
- 35. 35 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
- 36. 36 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
- 37. 37 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
- 38. 38 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 ✔
- 39. 39 Groups: Example – Location Based
- 40. 40 Groups: Example – Alumni Focused
- 41. 41 Groups: Example – Program Focused
- 42. 42 Groups: Results Law Firms Consulting Firms Far fewer groups WINNER Who wins this battle? How many groups do they have?
- 46. 46 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
- 47. Key Takeaways
- 48. 48 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.
- 49. Questions?
- 50. 50 Questions? Alex Ziegler Strategist aziegler@onenorth.com Learn more by watching Alex’s webinar: http://www.onenorth.com/blog/ post/1nwebinar-battle-linkedin