DIGITAL MARKETING: DRIVING BUSINESS GROWTH WITH AN EYE TO IN-HOUSE COUNSELLegal Marketing Association

November 16, 2010

By MaryJane MuddFull Tilt Communications

DURING THIS PRESENTATION

Social Media Birds-Eye View In-House Counsel Survey Results ABA Commission Social Media Study What It All Means Resources

SOCIAL MEDIA: A BIRDS-EYE VIEW

TWEET TWEET?

HOW SOCIAL MEDIA WORKS

“Turn strangers into friends,Turn friends into customers,

And then… do the most important job:Turn your customers into sales people.”

- Seth Godin

6

6

HOW LINKEDIN, FACEBOOK,TWITTER AND BLOGS WORKTOGETHER TO ENHANCE RELATIONSHIPS

The continuum of “professional” to “personal” online environments

LinkedIn, Facebook and Twitter are the virtual handshake

Biography and professional profile vs. interaction, engagement and conversation

LINKEDIN

Business-oriented social networking site

Improves your Google page rank, search engine results

Increases the relevancy of a job search

Makes meetings go more smoothly

Gauges health of companies and industries

LINKEDIN TIPS

Create a compelling profile Write regular status messages Use the Q&A function Become an “expert” Join groups Start a group Promote your blog Use URL on signature block

FACEBOOK The largest social networking site Users create a profile and share photos,

videos, events, messages and more 500 million active users Fastest growing demographic is over 30

years old Average user has 120 friends on the site More than 3 billion minutes are spent on

Facebook each day (worldwide)

HOMEPAGE

FAN PAGE

FACEBOOK The largest social networking site Users create a profile and share photos,

videos, events, messages and more 500 million active users Fastest growing demographic is over 30

years old Average user has 120 friends on the site More than 3 billion minutes are spent on

Facebook each day (worldwide)

FACEBOOK TIPS

Post content worth reading Post frequently Encourage interaction Link back to web site List all events, speaking engagements Thank people for comments, input Turn firm’s site into a water cooler location

TWITTER

A microblogging service that allows users to post short updates

Some 19% of internet users now say they use Twitter or another service to share updates about themselves

Marketers can create a community of followers to which they push information while developing a corporate personality

Twitter is not a sales call!

TWITTER TIPS

Start with the end in mind:Stay informed?Do research?Build a personal

brand? Create compelling

profile Give as much as you

take Don’t be that guy!

E-MAIL MARKETING According to Marketing Sherpa:

75% of social media experts say e-mail is the best way to interact with customers

50% of all content shared today is shared using e-mail

E-mail plus social sharing equals more customers

E-MAIL MARKETING MUSTS FROM OMS 2010

Use brand in subject line Include welcome in the body Use links back to web site Include call to action on newsletter, or on site Personalize with client names Personalize with your signature Use customer-centric language Offer incentives, if appropriate Educate recipients Remind recipients of firm benefits

CORPORATE COUNSEL NEW MEDIA ENGAGEMENT SURVEY

SURVEY POOL

Survey conducted in spring 2010 by ALM Legal Intelligence, Zeughauser Group and Greentarget Strategic Communications

164 GCs/Chief Legal Officers, Deputy/Assistant GCs across the United States

FOR STARTERS…

Blogs: AmLaw 200 are blogging with 297 blogs among them; 245 of which are firm branded. A 147% increase from 2007 (Source: LexBlog)

LinkedIn: Every AmLaw 200 firm has a Company Profile on LI. Of the 50 million users on LI, 1.5 are lawyers (Source: Apollo Business Development)

Facebook: 31 of AmLaw100 have “fan pages.” Not well branded but potential is there (Source: Stem Legal Blog)

Twitter: 76 of AmLaw 100 have Twitter pages, but haven’t posted a single tweet. 39 firms are using it, but not well (Source: The Byne Blog)

DIGITAL WHAT?

DIGITAL WHAT?Familiarity decreases

with age…63% in 40 – 49 age group worth noting

MY KIDS SIGNED ME UP…

MAYBE THERE’S SOMETHING TO ALL THIS…

Younger lawyers are much more active on LinkedIn than older lawyers

Blog use is more consistent across all age groups: 35% visited a blog within past 24 hours, 54% in past week

SOCIAL NETWORKING TOOLS USED FOR PERSONAL REASONS

SOCIAL NETWORKING FOR PERSONAL REASONS…AGE GROUPS

Blurred lines: 37% counsel age 30-39 have used FB for professional reasons; 50% in the past week

PERSONAL VS. PROFESSIONAL

PRIMARY MEDIA SOURCES FOR LEGAL, BUSINESS, INDUSTRY NEWS AND INFO

45% of companies with revenue of less than $10 million cited blogs among their top sources of information; as did 48% of companies with revenue of $1.5 billion to $9.9 billion

WHO’S ONLINE

53% of in-house counsel ages 30 – 39 cited social media web sites as their leading sources of information

47% of in-house counsel at companies with $10 million or less in revenue and 65% at companies with $10M - $100M cite social media web sites as leading sources of information

$1B and above—not so much

RESOURCE CREDIBILITY

IS IT WORTH IT?

SEND IT TO MY PHONE

WHAT DOES THE FUTURE HOLD?

ABA COMMISSION REGARDING SOCIAL MEDIA

ABA COMMISSION ON ETHICS 20/20 WORKING GROUP ON THE IMPLICATIONS OF NEW TECHNOLOGIES

Pay per click Online social

networking Blogging Lawyer websites Case histories on law

firm web sites Gathering information

through networking websites

Discussion forums

JD Supra document uploads

COMMISSION’S GOALS

“The Commission seeks to determine what guidance it should offer to lawyers regarding their use of social and professional networking sites, especially when lawyers use those sites for both personal and professional purposes.”

“This guidance could take the form of a policy statement that could be submitted to the House of Delegates for its adoption or a white paper that sets out certain guidelines regarding lawyers’ use of networking sites…”

WHAT IT ALL MEANS

TAKEAWAYS

Digital marketing has its place in the strategic marketing mix

Referrals still primary Social media is used

more, and considered more credible, among younger set

More prevalent in smaller companies

There is a future in blogging and mobile marketing

Stay tuned regarding ABA Commission

RESOURCES

Greentarget Survey: http://bit.ly/agQnuV

ABA PDF: http://www.abanet.org/cpr/issuepaper.pdf

The State of Law Firm E-Mail Marketing, by Joshua Fruchter http://bit.ly/eLmReport josh@emailmessaging.net

ADDITIONAL RESOURCES

www.marketingprofs.com

www.webmarketcentral.blogspot.com

www.tengoldenrules.com

www.amahouston.org

www.technorati.com

MaryJane Muddmjm@fulltiltcomm.comwww.fulltiltcommunications.comwww.twitter.com/MJMuddwww.linkedin.com/in/fulltilthttp://www.facebook.com/FullTiltCommhttp://maryjanemudd.wordpress.comWork: 281.589.2256Cell: 281.562.2954

Thank you!