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How can you squeeze productive, results-oriented social media and networking efforts into an already-packed schedule? This presentation from the 2014 Solo and Small Firm Conference sponsored by the Washington State Bar Association will help you identify the platforms that make sense for you to use to build stronger bonds with clients and with potential sources of referrals and business. You'll learn how to embrace your story and interests to make your social networking activities as engaging as possible and how to ensure that your time is well-spent.
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Portent, Inc. Make Social Media Make Sense
for Your Practice
Sara Lingafelter
July 24, 2014
Law school taught me to cite my sources: http://bitly.is/1r7qQE6
Hi. I’m Sara.
I play outside.
I’m a lawyer.
n inactive v
marketer.
For ethical
guidance,
consult the
REAL experts.
RPCs and advisory opinions on point have been addressed in CLEs including: • Jeanne Marie Clavere on
Ethics & Social Media, KCBA, December 2013
• Social Media PiHalls and Best PracIces, WSBA, April 2012
I love what I do.
I’m a marketer. ^ in part.
Portent, Inc. is one of North America’s elite Internet marketing companies. Located in Seattle, WA., Portent is a full-service agency with in-house design, creative, and development teams including experts in paid advertising, analytics, SEO, content strategy/writing, and social media.
Greetings from the #smithtower
About Portent
Ahead of
The Horizon
We create customer experiences worth talking about.
But first… how are other lawyers using social media?
65 lawyers answered up to 15 questions about their social media usage and here are the results.
Disclaimer: this is a survey, not a study.
0
10
20
30
40
50
60
Important
Not very important
Do not use to market my practice
0
5
10
15
20
25
30
35
Important
Not very important
Assuming Ime and money IS an object, start here!
Oh yes you do!
Why should you create customer experiences worth talking about?
Whether you think you “do marketing” or not, you ARE your marketing department.
Why social?
How do people weigh social in hiring service professionals?
Who is YOUR audience?
1. Clients 2. Prospects 3. Press / Influencers 4. Referrers
1. Professional 2. Non-‐
professional 3. Personal
hVp://bit.ly/1ukE1Wi
What is social media practice?
hVp://bit.ly/1oPxTNg
Truth: it’s WAY more than just playing on Facebook all day.
What IS social media practice, really?
Listen
hVp://bit.ly/1jVZEb0
Respond
hVp://mzl.la/UePoi0
Engage
Manage your reputation
• Who would you rather have impacIng your reputaIon: you, or others?
• Social profiles rank highly in search engines; can push down other pages in rankings.
Build community
hVp://bit.ly/1yzUHHN
Curate content
hVp://bit.ly/1r7UnO1
Create content & tell stories
hVp://bit.ly/1nREpXr
Trigger people to take action
hVp://bit.ly/1r7Vgq3
What are some realistic goals?
Think microconversions, not metrics.
Example microconversions: • Email list sign-‐ups • Reviews • Referrals • MenIons by influencers / press
What platforms should you consider?
There’s always the big three.
There’s always the big three. four.
personal professional
Nobody loves Google+ more than Google.
But don’t underestimate the “little guys.”
But what about [insert objection here]?
Time
A possible “ramp up” plan: Start with: • Take 15 minutes a day to listen and respond to inbound messages.
Then add: • Curated content • “Opportunity” listening • Networking groups / pracIce area
groups
Then add (if it’s right for you): • Content creaIon • Paid social
Tools There are many free / low-‐cost tools to make social management across plaBorms easier. • Sprout Social • Hootsuite
Talent Not everyone has to do social…
…but everyone who does social started somewhere.
Trolls 1. Count on your “got-‐yer-‐back posse”
2. Engage professionally and in public (when possible)
3. “Block” judiciously 4. Delete only when
absolutely necessary
Ethical obligations
• Consult the WSBA and KCBA CLEs on point
• Leverage LOMAP if you have specific quesIons not answered by those CLEs
Reputation risk
Build your confidence by:
• focusing on listening to start
• focusing your efforts on “closed” communiIes (but remember they’re not private) (e.g. LinkedIn groups, mailing lists, etc.)
Personal vs. professional boundaries
Operate in accordance with your ethical obligaIons AND your best judgment and comfort level.
“But I can’t stand social media.”
You don’t have to like social media to be present on social media plaHorms. Just be sure to set expectaIons for plaHorm visitors, so they know how to reach you. And, focus on what you DO like (a plaHorm, a community, etc. Build relaIonships with other aVorneys at a minimum, even if you never talk to a client or prospect online.
Questions?
Portent, Inc. is one of North America’s elite Internet marketing companies. Located in Seattle, WA., Portent is a full-service agency with in-house design, creative, and development teams including experts in paid advertising, analytics, SEO, content strategy/writing, and social media.
Greetings from the #smithtower
About Portent Small Business Solutions
Small practices mean big questions.
With 18 years in the industry, you can trust our expertise.
Strategy Analytics Content Creative
PPC SEO Social Media
About Portent
Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740
YOU.
Sara Lingafelter @saralingafelter http://www.portent.com