Social Media Marketing: The 411 for CLE Growth
Presented By:
Sema Jeffers Notorious 208
Preston, ID
Martin Jones Cox Communications
Phoenix, AZ
Presented at: ACLEA 55th Mid-Year Meeting
January 25, 2019 Phoenix, Arizona
Sema Jeffers Notorious208Preston,ID
Irasema G. Jeffers is a marketing consultant and founding partner of OnCall Discovery. Focusing on the legal and healthcare industries, she helps transform marketing teams with data‐driven initiatives that leverage digital resources to expand company educational efforts and promote organic growth. Ms. Jeffers worked on some of Amazon.com’s early eCommerce projects, and helped develop websites for companies such as Target, Timex, and Benefit Cosmetics. Having subsequently led product development and marketing efforts for start‐up brands and payment services, Ms. Jeffers created her own marketing consultancy in 2013, which specialized in business development for legal technology and eDiscovery firms and was sold in 2017. She continues to work as a marketing consultant, and in 2018 launched her latest venture, OnCall Discovery, to create an online ecosystem that brings lawyers and eDiscovery firms together. Ms. Jeffers received a B.S from Marquette University in 1998 and served as a Marine Corps Officer from 1998 to 2006.
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2/4/19
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Social Media Marketing: The 411 for CLE GrowthIrasema Jeffers, Founder - OnCall Discovery
Martin Jones, Sr. Marketing Manager - Cox Business Social Media, Content Marketing &
Employee Advocacy
Overview - What Will Be
● Why do you need social? ● The Basics - Starter Pack ● Best Practices
Why Do I Need Social?
Your customers are out there: In the last 5 years, the growth of lawyers, firms and corporations with inside counsel has grown on Twitter and LinkedIn.
It’s a cost effective way to market your brand: Compared to print or ads in digital publications or paid google ads, social is free.
Ability to keep up to date on trends in industry: Trending topics help you find out what lawyers are in need of and what training they may want.
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Getting Started
Your brand voice and messaging: In a herd of horses, be the unicorn.
➔ Are you slightly funny or fully professional ➔ Determine Your “Known Personal Brand” ➔ What type of content do you want to be known for providing
Have a goal and agreed success metrics: Know and educate other internal stakeholders on expectations
➔ Brand reach and engagement are common goals and easy to measure. ➔ Total sign ups by channel is ideal, but ok to start with overall sign up as goal. ➔ All social platforms give you metrics for free. Additional web tracking is also
plus (ex. Google search console). ➔ Establish baselines for comparison (this is difficult to find for legal, so you
may need to make your own)
.
Getting Started
Determine what are ideal social channels for you to manage:
➔ Twitter is great for interactions and quick growth. Easy to measure. Wonderful for those that have US and International presence.
➔ LinkedIn is great for using existing networks for growth. Easy to measure and use targeted demographics in future paid campaigns. Wonderful for those that have US and International presence.
➔ Facebook is great for posting the event, pictures after the event, and livestreams.
Tool Tip: Paid/Targeted Facebook Short form Video
Getting Started
Get a schedule and topics
➔ Plenty of blogs that will get you started with ideal times to post (ex. Hubspot and Buffer), or use your current social analytics to determine best days and time.
➔ What are the main topics to push? Have a team brainstorm monthly, look at trending topics, and use your current social analytics to determine best performing topics
➔ Get original content from internal and external sources. This can be blogs or other posts for resharing or your own spin on both.
Iterate.Iterate.Iterate. Take a look at how your initial plan is going after 3 months, make changes and remeasure.
Tool Tip: Buzzsumo
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Example Schedules
Example Schedules
Best Practices : Images
Good images matter
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Best Practices: Images
Images of real people vs stock and of your brand colors will always work best for the promotional posts. Keep promotional posts to a 10-20% max of all your posts
➔ Have a template for events. ➔ Take photos the day of the event: can use in future post and make a great
thank you post the day of or the day after. ➔ Twitter: ok to post frequently on the day of as long as you let people know
you’ll be doing it. At a maximum, posting every 15- 20 minutes. Even better...create a hashtag that you can use throughout the year and encourage others to post images.
Best Practices: Engagement
Mention other people and companies...but in a non-spammy way
Best Practices : Engagement
Building a community is probably the hardest, but the one that gets your brand noticed.
➔ Twitter: Probably the easiest to have community discussions, but also the one that has the highest rate of trolling. Tread carefully, don’t be afraid and own up to any mistakes. ◆ Create lists for groups, areas, interests: Allows you to have a more localized conversation.
◆ Retweet and comment directly when you can, liking posts is the quickest engagement ◆ Mention people using handle vs. tag◆ Do a Q & A or polls
➔ LinkedIn: Finally has ability for corporate commenting! ◆ Liking and commenting on shares and post ◆ Mentions of companies are great ways to get further reach. May have to go back and edit your
post for the mention if using a scheduling tool.
➔ Facebook Group Page: Multiple Benefits ◆ Easy to build a highly engaged audience
◆ Extends organic reach◆ Establishes personalized value and thought leadership◆ Creates a community of brand ambassadors
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Best Practices: Video
Video isn’t as hard as it looks and definitely not as expensive as it used to be
➔ Use Your iPhone: Take pictures throughout your sessions, use iMovie and post on all platforms.
➔ Use facebook livestream and video editor: Download and post on other platforms.
➔ Ask participants if you can use their posted photos and videos to create your own.
A Few Tools to Consider
➔ Lumen 5 - A Great New Tool to Create Amazing, Professional Short Form Video in Minutes
➔ Videoshop - Create Engaging Instagram Videos (Videoshop.net)➔ BufferApp - Scheduling and Analytics➔ Grammarly - Editing - Content and social posts➔ ClearVoice - Content Creation➔ Feedly - Content Curation
Q&A
