SOCIAL MEDIA & BRAND MANAGEMENT FOR ATTORNEYS Dustin Ruge

Transcription

1 SOCIAL MEDIA & BRAND MANAGEMENT FOR ATTORNEYS Dustin Ruge Southwest Regional Manager Thomson Reuters - FindLaw / Super Lawyers (480) Search Dustin Ruge 1 Dustin.Ruge@TR.com

2 WHY SOCIAL MEDIA? 2

3 SOCIAL MEDIA CAN GENERATE HIGH VISIBILITY % Market Reach (Facebook + Instagram) 68% 3

4 COLORADO % USERS OF FACEBOOK & INSTAGRAM % Market Reach (Facebook + Instagram) 74% Population: 2.09M Social Media: 1.55M 4

5 MOBILE IS CHANGING EVERYTHING

6 YOUR MARKETING NEEDS TO RAPIDLY EVOLVE 6

7 4 KEYS TO MARKETING SUCCESS $ Trust Know + Like Advertising 7

8 YOU MUST DIVERSIFY YOUR MARKETING MIX The internet will disappear. - Eric Schmidt, Chairman 8

9 SOCIAL MEDIA IS THE BEST MOBILE ADVERTISING PLATFORM 71% By 2019 Over 237 million Americans will be smart phone users Over 200 million Americans will be social media users 85% of all US internet traffic will be video 9

10 VIDEO IS THE FUTURE OF SHARED CONTENT 10

11 SOCIAL MEDIA IS THE FUTURE OF ADVERTISING

12 2012: THE YEAR THE WORLD CHANGED FOREVER THE WORLD TODAY: 3.2 HRS 1 HR AVERAGE CONSUMER TIME SPENT TODAY 12

13 THE FIRST ATTORNEY CONTACTED WINS 72% Of NEW CLIENTS 72% of People Will Retain The FIRST Attorney They Contact.

14 SOCIAL MEDIA ACTIVITY VS. SOCIAL MEDIA ADVERTISING ACTIVITY 68% NEED TO SUCCEED: *BLOGS SOCIAL MEDIA PRESENCE QUALITY WRITTEN CONTENT *COMMUNITIES (REACH) *FREQUENCY *PATIENCE 14

15 SOCIAL MEDIA ACTIVITY VS. SOCIAL MEDIA ADVERTISING ACTIVITY (CHALLENGES) YOUR GREAT CONTENT = TIME + RESOURCES + MONEY 68% 15

16 COMMUNITY BUILDING LIKES ARE LOSING VALUE ADVERTISING IS NO LONGER FREE ON FACEBOOK! 16

17 SOCIAL MEDIA ACTIVITY VS. SOCIAL MEDIA ADVERTISING ADVERTISING 68% ADDITIONAL BENEFITS: CUSTOMER PROFILING & TARGETCASTING IMMEDIATE REACH NO COMMUNITY BUILDING NEEDED CUSTOMER RESPONSE PROFILING RETARKETING 17

18 ADDITIONAL SOCIAL MEDIA AD ADVANTAGES MicroTargeting Retargeting Profiling 18

19 TODAY S CLIENT: 9 SECONDS OF ATTENTION 19

20 ONLY TWO FORMS OF MARKETING: 20

21 WHAT IS YOUR BRAND? Your brand is the single most important investment you can make in your business. - Steve Forbes 21

22 4 KEYS TO MARKETING SUCCESS $ Trust Know + Like Advertising 22

23 BRANDS ARE SEARCHED BEFORE THEY CONTACT YOU People are Googled over 1 Billion times each day Source: ComScore

24 ATTORNEY BRANDING PROBLEMS Most attorneys today have a brand deficit when they decide to build a practice 24

25 WHAT OTHER ATTORNEYS SAY ABOUT BRANDING Of the firms I am considering, I look at each of their websites first and then narrow down the firms before culling them. Small and mid-sized firms need to have a quality site even more than large firms because the smaller firms have even less brand value on which they can sell me. Source: 2012 In-House Counsel Survey 25

26 WHO DEFINES YOUR BRAND? If YOU do not define your brand, OTHERS will define it for you 26

27 BRAND VALUE What Is Your Brand Potentially Worth? 27

28 BRAND OPPORTUNITY COST What Is Your Brand Costing You? 28

29 BRAND HIJACKING Why Are Others Using My Brand? 29

30 THERE ARE ONLY TWO TYPES OF SEARCH YOU / YOUR FIRM Practice Areas BRANDED SEARCH NON- BRANDED SEARCH 30

31 BRAND MANAGEMENT & SEARCH BRANDED SEARCH NON- BRANDED SEARCH You / Firm How MOST People Attorney Search Today!! Practice Areas 31

32 60%: DELAYED CONVERSIONS 60% Delayed Conversions 32

33 BRAND MANAGEMENT & CONTACTS You / Firm Practice Areas 33

34 34 ADVERTISING & MARKETING ARE NO LONGER LINEAR

35 BRANDED SEARCH EXAMPLE: TOM GIRARDI How Does Your Brand Compete with your Referral Competitors? 35

36 BRAND REVIEWS Following the rash of negative Yelp reviews, business sank [ for carpet cleaning company ] 30% in 2012 July study by AC Nielson; 70% of people now indicate that they trust online consumer opinions 36

37 BE PROACTIVE IT GETTING REVIEWS ONLINE 37

38 VOICE-BASED SEARCH & REVIEWS 10 Billion: Total Number Of Voice- Based Searches on Siri Each Month 50%: Expected % of Searches That Will Be Voice-Based by

39 REFERRAL BRANDING Do As Your Referrals Do 1. Identify Your Top 3-5 Referral Competitors 2. Google Your Name and Theirs 3. Compare Your Branded Search Results and Reviews 4. Compare Your Website Conversion Quality & Consumer Reviews 5. Ask Yourself: If I did not know these people WHO WOULD I CHOOSE? 39

40 THE MOST COMMON PLACES YOU WILL SEE YOUR BRAND TODAY 40

41 CLAIM AND OPTIMIZE YOUR HIGH VALUE BRANDED PROPERTIES FREE PAID 41

42 CREATE & OPTIMIZE OTHER HIGH VALUE BUSINESS LISTINGS Why Paid Listings? -Leverages existing high value non-branded search results (new biz) -Provides high and relevant SEO authority / value to your web properties -Typically display very high in branded searches (along with your website) 42

43 USING GOOGLE ALERTS TO TRACK YOUR BRAND ONLINE Google Alerts: Daily / Weekly News Feed: - Newspapers - Blogs - Web - Video - Discussions - Books - etc 43

44 GOOGLE ALERTS Setup Google Alerts Today!!: 1.) Create a Google Account 2.) Go to: Alerts.Google.com 3.) Create Multiple Alerts (Weekly Updates) Your Name Your Firm Name Your Client s Names Your Practice Areas 44

45 USING GOOGLE PPC TO HELP PROTECT YOUR BRAND Google PPC Google Your Name / Firm Name (Any Ads showing up??) If Yes - Other People May Be Hijacking YOUR Brand - Create a PPC Campaign in Your Name / Firm Name 45

46 FREQUENCY AND THE 10% RULE 46

47 5 WAYS TO CREATE GREAT CONTENT 1. Schedule Writing / Video Blocks Daily / Weekly in Outlook (Calendar) 2. Utilize Google Alerts Daily/Weekly Topics To Write On Keywords: Your Name, Practice Area News 3. Create a Content Calendar Time-driven content (holidays) 4. Use Third Party Writers Most Attorneys / Law Firms Use External Writers 5. ALWAYS include a call-to-action in all content created 47

48 HOW TO DISTRIBUTE YOUR GREAT CONTENT 1. Make Sure You Have Your Social Media Properties Created For MAXIMUM REACH Facebook, LinkedIn, Twitter, etc. 2. Tie Your Blog To Your Social Media Create RSS feeds to Auto-Publish 3. Monitor & Track Your Content Activity Hootsuite & Facebook 4. Boost Your Top Performing Facebook Posts 5. Create Video Content For Maximum Conversions 41% higher conversion rates Works best on social media and mobile devices 48

49 BE PROACTIVE IT GETTING Thank REVIEWS you! ONLINE For your free consultation, please contact your local consultants 49 Melissa Valles Albuquerque (505)