Social Media Marketing for Law Firms

{ {How Social Media Can Help
Your Law Firm Grow and Develop

๏ CEO & Principal,
Findsome & Winmore
๏ 20+ years of digital marketing
experience
๏ Has worked with several hundred
brands and 20+ law firms
๏ Frequent speaker to law firms and
legal marketing associations
๏ Served as expert witness in the field
MATTHEW W. CERTO

FOUND
๏ Should my company be on Facebook?
๏ Does anyone really use Twitter?
๏ How do you get to the top of a Google
search?
๏ Should I have a blog?
๏ Is Google+ important to my business?
๏ What should I post on social media?
SIMPLE QUESTIONS WITH NOT-SO-SIMPLE ANSWERS
www.FoundTheBook.com
?

© 2016 Findsome & Winmore
๏ Social Media 101
๏ Social Media Misconceptions
๏ Common Law Firm Problems & Solutions
๏ Q&A
{ To d a y ’ s A g e n d a }

Social Media 101#1

๏ Social media has permeated every aspect of our
society
๏ Social media is ever-evolving—at an incalculable
pace
๏ Social media is the new news cycle
๏ Social media is happening whether you agree with it
or not
{ S o c i a l M e d i a 1 0 1 }

FOUND
๏ Set Goals
๏ Build a team
๏ Identify the RIGHT social
networks
๏ Decide on a plan to share
content
๏ Set policy
๏ Measure success
๏ Adjust
WADING INTO THE WATER

Social Media
Misconceptions
#2

{ S o c i a l M e d i a i s n o t … }

…simply another advertising medium

…linear

{ S o c i a l M e d i a d o e s n o t … }
…does not exist in a vacuum.

DIGITAL MARKETING: A FOUR STEP MODEL FOR FINDING NEW CUSTOMERS
2. Create Original
Content via Blog
3. Optimize for
Search Engines
1. Define
Your Audience
4. Engage with
Social Media

Common Law
Firm Problems &
Solutions
#3

{ P r o b l e m : N o b l o g / w e a k b l o g }

๏ Partners don’t believe
๏ Share data: clients spend 16 mins of every hour on
social media
๏ Share anecdotes
๏ Ask if they want to be found on Google?
{ P r o b l e m : N o b l o g / w e a k b l o g }

“My BLOG has been the BEST DAMN MARKETING TOOL
I’ve ever had. And it’s FREE”
- Tom Peters

FOUND
๏ 57% of all marketers gained
customers by blogging (Hubspot)
๏ 81% of US online consumers trust
information and advice from blogs
(BlogHer)
๏ B2B marketers who use blogs
generate 67% more leads than
those that do not (InsideView)
BLOGGING: BY THE NUMBERS

{ P r o b l e m : R e l u c t a n c e t o g i v e
f r e e a d v i c e }

“58% of survey respondents indicated that
when they encounter a COMMON PROBLEM
they turn to the INTERNET”
- Pew Research Center

The creation and distribution of
content that informs and
influences a particular audience,
but does not advertise or sell.
WHAT IS CONTENT MARKETING?

“The currency of a law ﬁrm is intellectual capital”
—Andrew Meranus, PR Newswire
{ P r o b l e m : R e l u c t a n c e t o g i v e
f r e e a d v i c e }

๏ What should I do if my employer isn’t paying me
overtime?
๏ What should I do if I get a DUI?
๏ How is alimony calculated in the State of Florida?
{ A n s w e r q u e s t i o n s ! }

{ P r o b l e m : I n a c t i v e a t t o r n e y s }

๏ Enlist senior partners
๏ Train and educate
๏ Show links between activity and efﬁciency
๏ Remind them that people buy from people
๏ Appeal to the competitive element
{ P r o b l e m : I n a c t i v e a t t o r n e y s }

{ P r o b l e m : O v e r w h e l m e d s t a f f }

๏ Look before you leap: plan
๏ Start small
๏ Develop a content calendar
๏ Engage others / divide and conquer
๏ Don’t delegate strategy to the interns
๏ Use tools like HootSuite/Sprout Social
{ P r o b l e m : O v e r w h e l m e d s t a f f }

{ P r o b l e m : B o r i n g c o n t e n t }

FOUND
DEVELOPING AUDIENCE PERSONAS
Audience Profiles - XYZ Law Firm
Name Demographic Snapshot Motivational Overview Online Communities
Herb
64-year-old male, high net worth,
drives a Mercedes
Interested in estate planning
issues as he heads into
retirement.
Facebook, LinkedIn,
Forbes
Nancy
29-year-old female, shares an
apartment with a roommate,
commutes on the subway, very
little disposable income
Interested in the ins and outs
of pre-nuptial agreements as
she prepares for marriage.
Facebook,
Instagram, Twitter
Thomas
42-year-old in-house counsel for a
publicly-traded corporation
Wants to know more about
creative ways to manage his
caseload effectively
LinkedIn, Twitter,
Medium

BLOG WRITER’S BLOCK
What’s
Happening
In Your
Business
What
Truly Matters
To Your
Customers
What You Should
Blog About

Write About This: Not This:
A shift in your industry
A problem you solved
An idea that helps your clients
3rd party endorsements
Testimonials
Important personnel changes
A new product
Something original
Staff Birthdays
Summer vacations
A profile on the interns
Your favorite coffee drink
Pet names
Hobbies
Off-topic musings
How great you think you are
WEB CONTENT DO’S &DON’TS

Q&A#5

{Thank You}

Social Media Marketing for Law Firms

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Social Media Marketing for Law Firms