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LMA We First Slides

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Simon Mainwaring
Simon Mainwaring

The document discusses the use of social media by lawyers and law firms. It provides tips on how to build a brand and generate business through blogging, curating industry news, using referrals on social media, and showing a human side. Examples are given of how brands have successfully used social media for community building, contributory consumption, and collaboration. The benefits of social media for businesses include employee retention, intellectual property research, reputation management, and word of mouth. The conclusion emphasizes that future profit depends on social purpose and brands becoming community celebrants rather than celebrities.

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@simonmainwaring 1. Global Recession [email_address] #LMALA
@simonmainwaring 2. Consumer Distrust #LMALA [email_address]
@simonmainwaring 3. Connected Citizens [email_address] #LMALA
@simonmainwaring 3. Connected Citizens [email_address] #LMALA
@simonmainwaring 3. Connected Citizens [email_address] #LMALA
@simonmainwaring 3. Connected Citizens [email_address] #LMALA
@simonmainwaring 3. Connected Citizens [email_address] #LMALA
Clients and customers want a better world, not just better widgets. @simonmainwaring [email_address] #LMALA
86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests. Edelman 2010 GoodPurpose® Study @simonmainwaring #LMALA [email_address]
Social Media and The Law [email_address] #LMALA @simonmainwaring GEOGRAPHY: Universal access is partly why social media and the Internet have been difficult to fit into one field of law. JURIES: Lawyers are pulling information from social networks like Facebook and LinkedIn to see what companies, brands, or affiliations jury members might have. EVIDENCE: In terms of legal evidence, social media is a lot like e-mail made public. BRANDING: Social media is helping lawyers establish a brand and identity. LEAD GEN: Social media was most effective at creating offline relationships.
“ In-house attorneys now are using new media platforms to deepen their professional networks; to obtain their legal, business, and industry news and information; and to enrich their social and personal lives. Most importantly, they expect that trend to accelerate in the future.” @simonmainwaring [email_address] #LMALA Greentarget 2010 Corporate Counsel New Media Engagement Survey Can you ignore social media?
So are you ready to be social? @simonmainwaring [email_address] #LMALA Define Purpose and Core Values Distil into Emotional terms Craft a Manifesto Write a Vision Statement Commit to Purpose Align Internally
5 Essentials Social Platforms @simonmainwaring [email_address] #LMALA Blog Facebook/Twitter/Google+/Linked In You Tube Channel Content (re Products/Services/Purpose) E-commerce (Offline/Online/Mobile)
@simonmainwaring 3. Connected Citizens [email_address] #LMALA
@simonmainwaring 3. Connected Citizens [email_address] #LMALA
@simonmainwaring [email_address] #LMALA
@simonmainwaring [email_address] #LMALA
“ LawPivot will charge both lawyers and startups to use it. If the company can pull this business model off, it will have devised a way to not only intercept fees lawyers sometimes collect for consultations but also collect fees from those lawyers themselves. If that doesn’t scream brilliant, we don’t know what it does.” @simonmainwaring [email_address] #LMALA Mashable, March 2011
1. Community Building @simonmainwaring [email_address] #LMALA
@simonmainwaring Brand Content/Values: Expedition 206 ‘Open Happiness’ [email_address] #LMALA
@simonmainwaring Brand/Consumer/Causes: Pepsi Refresh Project [email_address] #LMALA
@simonmainwaring Brand Community Architecture : Nike & Livestrong Foundation [email_address] #LMALA
@simonmainwaring Brand Community Architecture: Nike & Livestrong [email_address] #LMALA
2. Contributory Consumption @simonmainwaring [email_address] #LMALA
@simonmainwaring Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values [email_address] #LMALA
@simonmainwaring Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief [email_address] #LMALA
3. Brand Collaboration @simonmainwaring [email_address] #LMALA
@simonmainwaring Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative [email_address] #LMALA
@simonmainwaring Brand Collaboration: Nike GreenXChange [email_address] #LMALA
@simonmainwaring Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability [email_address] #LMALA
Brand Building Social Strategies/Tactics [email_address] #LMALA @simonmainwaring Blog : Allowing individual attorneys to to co-author the brand’s/firm’s message. See: ctemploymentlawblog.com Curate : Become a source of news creating, aggregating and filtering industry news and matters related to your specialty letting the information flow both ways. @dnajd Referrals : Use social media to connect with colleagues and thought leaders for client referrals by finding, following and engaging with blogs in your area of expertise and geographic area. See: @nikiblack Be human : Show your personality and humor so people want to work with you. See: @FAquila
Goodwill Building Social Strategies/Tactics Crowdsource ideas or funds or IP Collaborate with competitors/cross sector Build contribution into real/virtual consumption Launch/partner with employee volunteer programs Use social platforms to trigger donations/actions Use online platforms/mobile apps for credibility/reach @simonmainwaring [email_address] #LMALA
Added Return on Investment @simonmainwaring [email_address] #LMALA Employee Retention Intellectual Property Research & Development PR Reputation Management/Word of Mouth
1. The future of profit is purpose. 2. Brands must become community celebrants not celebrities. 3. Marketers must become data traders in social emotion. @simonmainwaring [email_address] #LMALA
Thank You, LMA. Twitter: @simonmainwaring Email: [email_address] For the slides, email: [email_address] To be part of the first ever WE FIRST SOCIAL BRANDING SEMINAR, see Morgan at the back of the room!

More Related Content

LMA We First Slides

  • 1.  
  • 2. @simonmainwaring 1. Global Recession [email_address] #LMALA
  • 3. @simonmainwaring 2. Consumer Distrust #LMALA [email_address]
  • 4. @simonmainwaring 3. Connected Citizens [email_address] #LMALA
  • 5. @simonmainwaring 3. Connected Citizens [email_address] #LMALA
  • 6. @simonmainwaring 3. Connected Citizens [email_address] #LMALA
  • 7. @simonmainwaring 3. Connected Citizens [email_address] #LMALA
  • 8. @simonmainwaring 3. Connected Citizens [email_address] #LMALA
  • 9. Clients and customers want a better world, not just better widgets. @simonmainwaring [email_address] #LMALA
  • 10. 86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests. Edelman 2010 GoodPurpose® Study @simonmainwaring #LMALA [email_address]
  • 11. Social Media and The Law [email_address] #LMALA @simonmainwaring GEOGRAPHY: Universal access is partly why social media and the Internet have been difficult to fit into one field of law. JURIES: Lawyers are pulling information from social networks like Facebook and LinkedIn to see what companies, brands, or affiliations jury members might have. EVIDENCE: In terms of legal evidence, social media is a lot like e-mail made public. BRANDING: Social media is helping lawyers establish a brand and identity. LEAD GEN: Social media was most effective at creating offline relationships.
  • 12. “ In-house attorneys now are using new media platforms to deepen their professional networks; to obtain their legal, business, and industry news and information; and to enrich their social and personal lives. Most importantly, they expect that trend to accelerate in the future.” @simonmainwaring [email_address] #LMALA Greentarget 2010 Corporate Counsel New Media Engagement Survey Can you ignore social media?
  • 13. So are you ready to be social? @simonmainwaring [email_address] #LMALA Define Purpose and Core Values Distil into Emotional terms Craft a Manifesto Write a Vision Statement Commit to Purpose Align Internally
  • 14. 5 Essentials Social Platforms @simonmainwaring [email_address] #LMALA Blog Facebook/Twitter/Google+/Linked In You Tube Channel Content (re Products/Services/Purpose) E-commerce (Offline/Online/Mobile)
  • 15. @simonmainwaring 3. Connected Citizens [email_address] #LMALA
  • 16. @simonmainwaring 3. Connected Citizens [email_address] #LMALA
  • 19. “ LawPivot will charge both lawyers and startups to use it. If the company can pull this business model off, it will have devised a way to not only intercept fees lawyers sometimes collect for consultations but also collect fees from those lawyers themselves. If that doesn’t scream brilliant, we don’t know what it does.” @simonmainwaring [email_address] #LMALA Mashable, March 2011
  • 20. 1. Community Building @simonmainwaring [email_address] #LMALA
  • 21. @simonmainwaring Brand Content/Values: Expedition 206 ‘Open Happiness’ [email_address] #LMALA
  • 22. @simonmainwaring Brand/Consumer/Causes: Pepsi Refresh Project [email_address] #LMALA
  • 23. @simonmainwaring Brand Community Architecture : Nike & Livestrong Foundation [email_address] #LMALA
  • 24. @simonmainwaring Brand Community Architecture: Nike & Livestrong [email_address] #LMALA
  • 25. 2. Contributory Consumption @simonmainwaring [email_address] #LMALA
  • 26. @simonmainwaring Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values [email_address] #LMALA
  • 27. @simonmainwaring Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief [email_address] #LMALA
  • 28. 3. Brand Collaboration @simonmainwaring [email_address] #LMALA
  • 29. @simonmainwaring Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative [email_address] #LMALA
  • 30. @simonmainwaring Brand Collaboration: Nike GreenXChange [email_address] #LMALA
  • 31. @simonmainwaring Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability [email_address] #LMALA
  • 32. Brand Building Social Strategies/Tactics [email_address] #LMALA @simonmainwaring Blog : Allowing individual attorneys to to co-author the brand’s/firm’s message. See: ctemploymentlawblog.com Curate : Become a source of news creating, aggregating and filtering industry news and matters related to your specialty letting the information flow both ways. @dnajd Referrals : Use social media to connect with colleagues and thought leaders for client referrals by finding, following and engaging with blogs in your area of expertise and geographic area. See: @nikiblack Be human : Show your personality and humor so people want to work with you. See: @FAquila
  • 33. Goodwill Building Social Strategies/Tactics Crowdsource ideas or funds or IP Collaborate with competitors/cross sector Build contribution into real/virtual consumption Launch/partner with employee volunteer programs Use social platforms to trigger donations/actions Use online platforms/mobile apps for credibility/reach @simonmainwaring [email_address] #LMALA
  • 34. Added Return on Investment @simonmainwaring [email_address] #LMALA Employee Retention Intellectual Property Research & Development PR Reputation Management/Word of Mouth
  • 35. 1. The future of profit is purpose. 2. Brands must become community celebrants not celebrities. 3. Marketers must become data traders in social emotion. @simonmainwaring [email_address] #LMALA
  • 36. Thank You, LMA. Twitter: @simonmainwaring Email: [email_address] For the slides, email: [email_address] To be part of the first ever WE FIRST SOCIAL BRANDING SEMINAR, see Morgan at the back of the room!