SOCIAL MEDIA MARKETING 3/2/2017. Agenda. Social media defined

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1 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 2 Agenda What New Attorneys Need To Know About Social Media Marketing, Websites & Attorney Advertising & Rule 7.1 Carol Schiro Greenwald, Ph.D. MarketingPartners NYSBA Bridging the Gap 2017 CLE Program March 8, 2017 Social media marketing Social media definition Marketing basics Rules for lawyers Rule 7: Can Do / Can t do / Should Do Attorney advertising Websites Social media sites March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 3 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 4 Social media defined SOCIAL MEDIA MARKETING 1

2 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 5 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 6 Putting it together: Traditional media to social media continuum Begin here: Target your ideal client Analyze your client base 80/20 clients Favorite clients characteristics Define your ideal client Anthropomorphize her name her Give your person a name, a job, a hobby, opinions Picture how he or she looks, where she works, where she goes, what she reads, who she follows Target your ideal client Where you would be most likely to run across him? Focus your business development on clients who fit the target s description March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 7 Focus on comfortable marketing activities March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 8 Tie everything together with targeted marketing messages Persuasive litigator? Try public speaking Life of the party? Try in-person networking Intellectual introvert? Try blogging Write articles Better to be relevant to a few than irrelevant to many. Relevant messages are: Memorable Appropriate Timely Clear Interesting Personal Valuable Thoughtful and therefore, Important to your audience 2

3 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 9 Social media: do s & don ts March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 10 Networking: Integrate online and off-line activities DO S Be clear as to your objectives & who can help you achieve them Make it personal people hire people - thought leadership Make it relevant to your audience Be aware of the content/audience balance Content increases audience Audience is key to create interactive content DON TS Don t post anything you wouldn t want in the NY Times Don t talk about specific cases even without naming names Don t run afoul of the expert or specialist prohibitions [Rule 7.4] Remember everything is discoverable there is no privacy Relationship-building In-person networking Online activities March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 11 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 12 Putting it together: Planning Your Mission/ Vision ATTORNEY ADVERTISING: RULE 7.1 Plan Strategies Tactics Brand You Specific Targets Locations where will be active Websites Social media Marketing basics 3

4 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 13 NYS Rules of Professional Responsibility: The logic of rule 7 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 14 Communications Concerning a Lawyer s Services Rule 7.1: Key Phrase Rule 7.1 Any communication about a lawyer or lawyer s services must NOT BE FALSE, DECEPTIVE OR MISLEADING No false, deceptive or misleading communications Rule 7.1 ADVERTISING communications the primary purpose of which is retention of the lawyer or firm Rule 7.3 SOLICITATIONS advertising targeted at a specific person or group intended to result in the lawyer s pecuniary gain Language that: Contains a material misrepresentation of fact or law Omits a necessary fact Leads to an unjustified expectation Implies the ability to influence government officials [Rule 8.4(e)] March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 15 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 16 Continuum of speech / activities Not advertising Advertising Continuum examples Last week the NY Court of Appeals passed a law forbidding women to wear red dresses. Our firm just won a judgment in an important case dealing with the question of whether it is lawful for women to wear red dresses. Our firm just won a judgment in an important case dealing with the question of whether it is lawful for women to wear red dresses... To understand how this ruling impacts you, please call.... 4

5 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 17 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 18 A BIT ABOUT WEBSITES March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 19 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 20 Websites: #1 online marketing tool Websites & NY Rules of Professional Conduct Successful websites include Your value proposition Responsive design Most important page = bio Professional portrait Strong visuals, clean design Readable, colorful Tell stories Make it easy for the visitor to move around: Clear navigation, legible text An obvious call to action on every page Ethically your site MUST Say attorney advertising on the home page If you use stories/cases: Prior results do not guarantee a similar outcome Include complete contact information in footer All online content has to be approved by a lawyer Protect yourself with a disclaimer/privacy statement Document contents & retain MAY Use a trade name Include Basic bio information Fee information, but... Client testimonials, but... Statements about the quality of the lawyer s services, but... Comparisons to other lawyers services, but.... MAY NOT Include false, deceptive or misleading content Use pop-ups or meta-data that goes to other sites Use endorsements from current, active clients Use paid endorsers unless you say on the page that compensation is involved Use a fictitious portrayal of firm or lawyers unless you say so Use the word specialist unless you are one 5

6 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 21 March 8, 2017 Carol Schiro Greenwald, MarketingPartners, Bridging the Gap Conference 22 Key steps PERSONAL APPROACH TO SUCCESS Focus Define your niche Identify who needs/wants what you offer then, market to them Think long term Have a plan and stick to it Do something daily Create & maintain an integrated image Branding: From your business card to your blog everything brands SHARE useful, proactive knowledge that is relevant and important to your target audience. What New Attorneys Need To Know About Social Media Marketing, Websites & Attorney Advertising & Rule 7.1 Carol Schiro Greenwald, Ph.D. MarketingPartners Thank you for listening. To continue the conversation contact Carol at or carol@csgmarketingpartners.com NYSBA Bridging the Gap, March 8, Carol Schiro Greenwald Ph.D., All rights reserved. 6