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LEGAL MARKETING BRUSSELS SoCIAL MEDIA & LAW FIRMS 18.03.2011 Kristien Vermoesen Managing Partnertner www.FINN.be [email protected]
LEGAL MARKETING BRUSSELS
SoCIAL MEDIA & LAW FIRMS
18.03.2011
Kristien Vermoesen
Managing Partnertner
www.FINN.be
CASE: BURGER KING
THE POWER OF GOOGLE
“FREE SAMPLE”
KNOWLEDGE, INSIGHT, ANALYSIS
18.03.2011
CONTENT
I. THE TIMES, THEY ARE A-CHANGIN’
II. THE SOCIAL NETWORK
III. ACTION!
18.03.2011
FINN Survey 2010: ‘law marketing trends 2011’
18.03.2011
18.03.2011
Survey 2010: ‘law marketing trends 2011’- THE RISE OF THE ‘BEAUTY CONTESTS’
18.03.2011
Survey 2010: ‘law marketing trends 2011’- THE RISE OF THE ‘BEAUTY CONTESTS’ (2)
Survey 2010: ‘law marketing trends 2011’
- FROM ‘rainmaker’ model To marketing model
18.03.2011
INHOUSE COUNSEL
RAINMAKER
Cfr. Eversheds, Schultz,…
BUT!
Survey 2010: ‘law marketing trends 2011’
- LAW FIRMS USE traditional marketing CHANNELS
18.03.2011
Survey 2010: ‘law marketing trends 2011’
- LAW FIRMS KEEP BELIEVING IN traditionAl marketing CHANNELS
18.03.2011
CONTENT
I. THE TIMES, THEY ARE A-CHANGIN’
II. THE SOCIAL NETWORK
III. ACTION!
18.03.2011
Social media facts & figures
Male
Caucasian
41
72.885 €
BE: 910.000
Female
Caucasian
37
51.515 €
BE: 4.238.340
Mal & Female
Caucasian
35
51.692 €
BE: 90.000
Blogging & Leads
Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
18.03.2011
STRATEGy: expert STATUS
CONTENT MARKETINGCONTENT MARKETINGCONTENT MARKETINGCONTENT MARKETING
WHAT DOES AN EXPERT DO?
ANALYSISINTERPRETATIONOPINION
~ INBOUND MARKETING
18.03.2011
Expert statusSTEP 1 – SPECIALIZE
NICHE !
18.03.2011
Expert statusSTEP 2 – experts ACCUMULATE KNOWLEDGE
KNOWLEDGE:- articles- research- professional blogs/social networks
18.03.2011
ExpertstatusstEp 3 – experts SHARE KNOWLEDGE
“THE GUERILLA MARKETEER IS ALWAYS LOOKING FOR AN OPPORTUNITY TO GIVE.” (Jay Conrad Levinson)
BOOKSWHITEPAPERSBLOGSRESEARCHPRESS RELEASESSEMINARS
=> ALL SHARED ON SOCIAL MEDIA
18.03.2011
Expert statusstEp 4 – experts HAVE AN OPINION
CURATION VS. ORIGINAL CONTENT
18.03.2011
Expert statusstEp 5 – experts WORK HARD
“IT TAKES 10 YEARS AND 10 000 HOURS TO BECOME AN EXPERT”
CONTENT
I. THE TIMES, THEY ARE A-CHANGIN’
II. THE SOCIAL NETWORK
III. ACTION!
18.03.2011
THE Social media CIRCLE
“content”
“signpost”
“conversation”
THE Social media CIRCLE
“content”
“signpost”
“conversation”
BELANG VAN BLOGBELANG VAN BLOGBELANG VAN BLOGBELANG VAN BLOG
5 redenen om te bloggen
THE IMPORTANCE OF A BLOG: USE YOUR WEBSITE AS FOCAL POINT
26.08.2010
THE IMPORTANCE OF CONVERSION
Newsletter
Email signature
Offline comm
Twitter, RSS, Facebook, LinkedIn
CONVERSION-RATE: 3 % – 7%
HOW TO GET STARTED
I. DEFINE TARGETS & TARGET GROUPSI. DEFINE TARGETS & TARGET GROUPSI. DEFINE TARGETS & TARGET GROUPSI. DEFINE TARGETS & TARGET GROUPS
II. II. II. II. CHOOSE YOUR CHANNELSCHOOSE YOUR CHANNELSCHOOSE YOUR CHANNELSCHOOSE YOUR CHANNELS
+ NEWSLETTER
b2b b2c
III. III. III. III. DEFINE A DEFINE A DEFINE A DEFINE A
‘SOCIAL MEDIA ‘SOCIAL MEDIA ‘SOCIAL MEDIA ‘SOCIAL MEDIA CIRCLE’CIRCLE’CIRCLE’CIRCLE’
IV. IV. IV. IV. DEFINE DEFINE DEFINE DEFINE VALUES, VALUES, VALUES, VALUES, CONCEPT & CONTENTCONCEPT & CONTENTCONCEPT & CONTENTCONCEPT & CONTENT
V. PLANNING: V. PLANNING: V. PLANNING: V. PLANNING:
FREQUENCE, CALENDARFREQUENCE, CALENDARFREQUENCE, CALENDARFREQUENCE, CALENDAR, CONTENT MANAGER, GUIDELINES, CONTENT MANAGER, GUIDELINES, CONTENT MANAGER, GUIDELINES, CONTENT MANAGER, GUIDELINES
VI. VI. VI. VI. MONITOR MONITOR MONITOR MONITOR andandandand LISTEN!LISTEN!LISTEN!LISTEN!
DON’T HIDE YOUR BLOG
26.08.2010
Tips & tricks
USE LINKEDIN GROUPS & ANSWERS
26.08.2010
Tips & tricks
LISTENBE ACCESSIBLE
26.08.2010
Tips & tricks
USE TWITTER TO GET KNOWN BY JOURNALISTS
26.08.2010
Tips & tricks
PRESS
18.03.2011
Vragen?
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