Social Media

SOCIAL MEDIA

04.23.15

Turning Your People & Your Network into Your Best Marketing Assets ALFA Webinar

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Social media can seem overwhelming

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But Luckily, It’s Not That Complicated

We tend to use each social media channel for different reasons. Not all channels will be relevant. How you engage with a channel should be dictated by: •  Who’s using it •  What are they using it for •  When and where they’re using it

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Align Efforts with Audience A

udie

nce

Dig

ital T

ouch

poin

t

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Focus on Channels that are Most Relevant

•  73% use social media tools

•  More than half said the quality of law firm blogs influences their hiring decisions

•  More than 2/3 said they use LinkedIn for professional reasons during the past day or week

•  65% said they had turned to Wikipedia to conduct company and industry research

http://www.insidecounsel.com/2013/04/18/in-house-counsel-social-media-use-reaches-an-all-t

General Council Chief Legal Offices Deputy / Assistant GCs

Other In-house Council

Greentarget & Zeughauser Group surveyed 379 people with the following roles:

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Research Helps Uncover Variation

Geography

Industry

Title

Relationship To Firm

Audience’s Needs & Tendencies

Examples of Social Media Involvement

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A Way to Structure Your Efforts

Engage •  Actively interact in one-to-one, one-to-many,

or many-to-many conversation •  Advance a discussion

Posts Groups Campaigns

Listen •  Actively monitor and capture conversations •  See what is trending and popular •  Understand how it relates to your firm

LinkedIn Sprout Social Hootsuite Tweet Deck

Participate •  Proactively publish content on social media •  Communicate a message to an audience

Profiles Tweets Blogs Social Hosting

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Listen: Both (Attorneys & Firm)

LinkedIn Listen to posts (made by companies and individuals) and read the comments. Gives you insight into trends and areas of interest.

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Listen: Both (Attorneys & Firm)

TweetDeck Create a dashboard so that you can see what others are saying about you, as well as what your clients & attorneys are discussing.

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Listen: Firm

SproutSocial Invest in SproutSocial so that you can see what is being said about your firm across multiple channels.

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Participate: Attorneys

Twitter Curate content – help save others time by hand-picking the best and most interesting information.

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Participate: Firm

Twitter The entire firm can curate content on Twitter and share via the website.

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Participate: Attorney

LinkedIn Create a robust profile, connect with others, and regularly post experience and publications.

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Participate: Firm

Blog Develop a blog and use multiple channels (like LinkedIn and Twitter) to drive people to visit the blog.

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Participate: Firm

Slideshare

Social Hosting

Scribd

YouTube/Vimeo

Flickr/Instagram

Post presentations, videos, and photos on various social hosting sites.

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Engage: Both (Attorney & Firm)

Twitter Respond to other’s Tweets to show that you’re engaging with their ideas or content.

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Engage: Attorney

Twitter Pose questions on Twitter and engage in conversation.

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Engage: Firm

Facebook Conduct campaigns to raise money for good causes, but also awareness across social media.

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Engage: Firm

LinkedIn Host groups and post interesting content to draw attention.

Spotlight on LinkedIn

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Our Curiosity

What are the top law firms and consulting firms doing on LinkedIn to build relationships?

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Who We Assessed

Vault Top 10 Consulting Firms

AmLaw Top 10 Law Firms

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How We Approached It

Score 0 1 2 3 4 5

Least Robust Most Robust

We created a scoring rubric to assess and compare LinkedIn Presence across multiple dimensions.

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What We Wanted to Learn

Company Profile

Leadership Profiles

Company Posts

Followers

How are companies using LinkedIn?

How does it impact audience engagement?

? Groups

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What We Found – Key Drivers

Company Profile

Leadership Profiles

Company Posts

Followers ? Groups

LEGAL

CONSULTING

How are companies using LinkedIn?

How does it impact audience engagement?

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What We Predict

We predict that as the presence of law firms on LinkedIn gets more mature, leadership profiles will be a main driver for this industry as well.

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Follower to Employee Ratio

0

5

10

15

20

25

30

Follo

wer

to E

mpl

oyee

Rat

io

Company

Consulting firms have much higher follower to employee ratios than law firms. They also have a larger spread of follower to employee ratios.

Legend

Consulting Firms

Law Firms

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Company Profile: Example

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Company Profile: Example

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Company Profile: Results

Main Company Page •  Company Information •  Recent Updates Section •  Affiliated Pages •  Featured Groups

Law Firms Consulting Firms

Not too far behind WINNER


Much farther behind WINNER

Who wins this battle?

Careers Page •  Visual Elements •  Featured Employees •  Recent Updates

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Posts: Results


TIE


Much more posting of firm news WINNER


How frequently do they post?

What type of posts are they making?

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Posts: Types of Posts

Firm News Thought Leadership External News

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Posts: Example – Firm News

•  Links to a press release on the DLA Piper site •  Helps to “credentialize” the firm, but doesn’t provide information that audiences can use •  Mixing in other types of posts of important

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Posts: Example – External News

•  Links to an external news source (The Recorder) •  Showcases firm’s perspective on something that is happening in the news •  Both “credentializes” DLA Piper and offers useful information

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Posts: Example – Thought Leadership •  Links to a publication on the

DLA Piper site •  Includes an interesting info-

graphic •  Demonstrates knowledge of

the retail industry •  Guides users to explore more

information on the website

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Posts: Types of Posts - Law

Law firms tend to post primarily internal items with some amount of thought leadership posting.

Company Firm News Thought Leadership External News

DLA Piper ✔ ✔ ✔

Hogan Lovells ✔ ✔

Latham ✔ ✔

Skadden ✔ ✔

White & Case ✔ ✔

Jones Day ✔ ✔

Gibson Dunn ✔ ✔

Baker McKenzie ✔

Sidley ✔

Kirkland Ellis

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Posts: Types of Posts - Consulting Consulting firms tend to post more thought leadership than law firms and are less internally focused.

Company Firm News Thought Leadership External News

Bain ✔ ✔ ✔

Oliver Wyman ✔ ✔ ✔

Deloitte ✔ ✔ ✔

Booz Allen Hamilton ✔ ✔

PwC ✔ ✔

The Parthenon Group ✔ ✔

A.T. Kearney ✔

Accenture ✔

McKinsey ✔

BCG ✔

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Groups: Example – Location Based

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Groups: Example – Alumni Focused

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Groups: Example – Program Focused

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Groups: Results


Far fewer groups WINNER


How many groups do they have?

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Leadership Profiles: Example

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Leadership Profiles: Results

Leadership Team Overall


Top Profile By Firm


TIE (both are weak)


Top profile not as strong WINNER

Key Takeaways

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What We Learned

1.  Target Your Efforts: Start by focusing on your audiences and what channels are relevant to them.

2.  Become Informed: Listen to what is happening and consider researching your audiences' unique tendencies and preferences.

3.  Be Resourceful: Share your content across multiple channels so that you get the most value out of it.

4.  Leverage Your People: Empower your people to be active - we tend to care more about content coming from a person than from an organization.

5.  Deliver Valuable Content: Make sure to give users valuable content from your firm – not just content about your firm.

Questions?

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Questions?

Alex Ziegler Strategist

[email protected]

Learn more by watching Alex’s webinar: http://www.onenorth.com/blog/post/1nwebinar-battle-linkedin

Social Media - Turning Your People & Your Network into Your Best Marketing Assets

Transcript of Social Media - Turning Your People & Your Network into Your Best Marketing Assets