Presented to the Legal Marketing Association, Midwest Chapter in Detroit, 2013.

1. Presented by
TC Public Relations

2. Attention Legal Marketing Professional!
Want fame and fortune from using
at your firm?

3. “LinkedIn leads all other social
networks in professional usage and
perceived credibility (88%)….”
2012 In-House Counsel New
Media Engagement Survey
by Greentarget, InsideCounsel, Zeughauser Group

5. “For law firms and lawyers an effective LinkedIn
presence is as important as a telephone. Don’t
buy that? Well, it’s more important than a
Martindale-Hubbell listing was, something we all
believed critical and for which we paid big dollars
for decades.”
Kevin O’Keefe, Lexblog

7. Trade Shows/Professional
Events/Civic Organizations
LinkedIn
Make New Connections Make New Connections
Increase the “Know,” “Like” and
“Trust” with New Connections
Increase the “Know,” “Like” and
“Trust” with New Connections
Share too many printed materials
that likely will be tossed
Share information that stays
accessible
Leverage strategic indirect
professional activities when you
can’t “sell”
Leverage strategic indirect
professional activities when you
can’t “sell”
Months of preparation and
thousands of dollars of costs
Put new relationships on a faster
development track

9.  Define KPIs for LinkedIn
 Data Used to Make Decisions
 Leverage LinkedIn Data Content Marketing
 Reduce Costs to Study Your Prospects
which means we now need to ask…

10. Should Do Maybe
New Invitations Total Connections
LinkedIn Profile Views Likes and Comments on Updates
Firm Page Followers Search Results
Requests From Prospects Inbox Activity
Group Topics Relevant to Firm’s
Practices
Recommendations

11.  Attractive Profiles
 Active Corporate Pages
 Growth – Followers and Connections
 “Good Groupie”

12.  Dress up before you go out
◦ Add a professional headshot
◦ Update professional headline to include keywords
◦ Summary - Include keywords used in your headline, repeat
keywords using a combination of full sentences and bullet
points
◦ Skills and Areas of Concentration

13.  Current clients
 Referral sources
 Connected prospects

14.  Eye-catching Call to Action and Link
◦ Rotate among different linkable banners on
“products & services” page
 Add Legal Practices and/or Industries to
Products & Services Page
◦ Case Study, White Paper, PowerPoint, Webinar
 Use Target Audiences for Specific Updates
by…

15.  Remember you’ll need at least 100 followers, so….

16.  Leverage Owned Media:
Draw attention to your LinkedIn company page to increase your
followers with a blog post about LinkedIn in firm’s industry and
include a link to your company page. It should provide value, such
as the 10 top Groups in your industry.
 Add Company Page Link to Your Email Signature:
Email is still the preferred communication medium for most businesses,
so don’t miss the opportunity to include a link to your LinkedIn company
page at the end of each message. Encourage other employees to do the
same.
 Add Company Page Link to Your Group Post Signature:
Rather than sign your Group messages with a link to your website, link
to your company page. People in LinkedIn are more likely to view a page
in LinkedIn than go look at your website.
Adapted from http://socialmediab2b.com

17.  Marketing materials
 Press releases
 Advertising
 “Cold calls”
 Facebook/Twitter
duplicate posts

18.  Summary: Where you can see information such as number
of members, comments made in the last week, location
and job function of the majority of members, and ranking
of position titles.
 Demographics: Section breaks down analytics across
seniority, job function, location, and industry for the
members of the group.
 Growth: In the Growth view you can see how the group has
grown over time, the number of members in the group,
and the number of new members in the last week.
 Activity: See comments, discussions, jobs, and promotions
over the last week. Includes a monthly chart to see the
number of comments and discussions over time.

24.  Who is there already?
 How are they doing?
 What engagement is
coachable?

26.  Known
 Liked
 Trusted
on

27.  Three to six month commitment
 Building a reputation is business development
 Recruiting relationships without “Rules” = Ruin
 No place to copy and paste your bio

28.  In-House Counsel New Media Engagement Survey
◦ http://bit.ly/YpndZ9
 Social Media Examiner
◦ http://www.socialmediaexaminer.com
 Executive Guide to Social Networks
◦ http://executivesguide-socialnetworks.com
 Linked Into Business
◦ http://linkedintobusiness.com/
 Lexblog
◦ http://www.lexblog.com

30. Tom Ciesielka
312-422-1333
tc@tcpr.net