LinkedIn for Lawyers Looking for $Loot$

LinkedIn for Lawyers Looking for $Loot$

Presented by TC Public Relations

Selling It to Yourself

Attention Legal Marketing Professional!

Want fame and fortune from using at your firm?

“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

“LinkedIn is the channel most used by b2b marketers, according to BtoB's study, with 80% engaged in the professional profile site.”

BtoB Magazine, March 4, 2013

“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

LinkedIn is like…….

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

LinkedIn into Contact’s “Head”

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…

Business Development Objectives

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

What Metrics Matter?

Attractive Profiles

Active Corporate Pages

Growth – Followers and Connections

“Good Groupie”

Coach, Content, Connect

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

Coach: Attractive Profiles

Current clients

Referral sources

Connected prospects

Coach: Tagging Connections

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…

Active Corporate Pages

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

Growth: Using Target Audiences

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

Growth: Need More Followers for Your Firm Page?

Marketing materials

Press releases

Advertising

“Cold calls”

Facebook/Twitter duplicate posts

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.

“Good Groupie”

Summary

Demographics

Growth

Activity

How can a legal marketer use a “remote control” with attorneys’ LinkedIn activity?

Who is there already?

How are they doing?

What engagement is coachable?

What’s Your Blueprint?

What’s the “Combination”?

Known

Liked

Trusted

on

Our job is to help with….

Three to six month commitment

Building a reputation is business development

Recruiting relationships without “Rules” = Ruin

No place to copy and paste your bio

Is there a pot of gold atthe end of the LinkedIn Rainbow?

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

Website Resources

Books

Tom Ciesielka312-422-1333tc@tcpr.net