How to Increase Your Visibility As a Lawyer Online

Transcription

1 Social Media Marketing:" " " Develop New Business " Without Leaving Your Desk" 2012 The Ackert Advisory & PBDI with David Ackert, MA Larry Bodine, Esq.

2 Sponsor The business development program that teaches lawyers how to become rainmakers Ackert Advisory and PBDI

3 Today s Faculty David Ackert" President, The Ackert Advisory" Founder, Practice Boomers" david@ackertadvisory.com Larry Bodine" Editor in Chief, Lawyers.com" Larry.Bodine@lexisnexis.com

4 Program Overview How Social Media Influences Your Clients Perception How to Use Social Media to Increase Your Visibility How to Use LinkedIn and Twitter to Establish Useful Connections How to Convert Your New Connections into Business Meetings

5 General Counsel Survey: Winning and Retaining Business in Today s Legal Marketplace" What makes GCs/executives decide to switch firms?" 1. A law firm s expert knowledge of their company s sector/ industry and their legal experience are of greater importance to GCs than competitive and flexible prices. 2. Reputation in the marketplace is crucial, as most GCs ask for recommendations and referrals from trusted sources when looking to select a law firm. 3. When it comes to law firm websites, GCs prioritize the ability to gain access to relevant information in a quick and straightforward manner. 4. In order to provide GCs with relevant information, law firms will need to convince them that content individualization is neither a waste of time, nor a risk to privacy. 5. Law firms will miss out on opportunities if they fail to actively engage with underutilized and undervalued communication channels, such as social media and extranets.

6 LinkedIn No Longer Optional 1,473,000 lawyer profiles 100 million executives in 200 countries 550,000 are senior level executives Over 71% of in-house counsel have joined LinkedIn - Leader Networks Source: Hubspot State of How to Get More Connections on LinkedIn Inbound as a Marketing Lawyer Larry Bodine ExecSense, Inc.

7 A Forum for Business Clients Businesses Consumers

8 Program Overview How Social Media Influences Your Clients Perception How to Use Social Media to Increase Your Visibility"

9 LinkedIn Pitfalls Avoid This" More lawyers than staff should have profiles A picture increases clicks on your profile by 6 times Be sure to include a link to your website profile Emphasize the kind of clients you represent, not your practice areas.

10 A profile that generates business

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12 Connect 78% of business decision makers who search for a lawyer online use LinkedIn - ABA

13 Join an Industry Group Look for groups that have in-person meetings Connect with members in advance Invite contacts to meet in person

14 Start or Join a Discussion

15 Announce an Event Article: Present a Webinar to Reach Clients and Prospects

16 Broadcast Your Update to 20,000 people Update your status on LinkedIn Home page Click on Share Can limit it to connections only

17 Broadcast Your Update to 20,000 people Choose Post to Groups Add as many groups as you belong to Extends your update to thousands of people with a single update Can select individuals and sort by city

18 Magic Multiplication Marketing Website Blog PING.FM

19 Program Overview How Social Media Influences Your Clients Perception How to Use Social Media to Increase Your Visibility How to Use LinkedIn and Twitter to Establish Useful Connections"

20 Invite & Accept Invitations Personal message" Check profiles and add to your network Check People You May Know suggestions Accept invitations from clients, colleagues, classmates, lawyers and inhouse counsel people whom you can actually meet. Ignore invitations from people with no picture or few connections.

21 How to Target a Company Use Advanced People Search Search for key execs at the company Review groups the belong to Join the groups and participate in a discussion Click Add to Network Ask your contacts for an introduction

22 How to Target a CEO, Technologist, Jazz fan Retweet when they post something you like. Anne Taylor Great article about the latest trends in consumer technology tnw.co/ny/34n DM them with comments about their tweets. Anne Taylor Good article, James. Biotech is def on the rise. I blog about it here st.ni/809/g0 James Axelrod Thanks for the RT, Anne. I like your blog.

23 Program Overview How Social Media Influences Your Clients Perception How to Use Social Media to Increase Your Visibility How to Use LinkedIn and Twitter to Establish Useful Connections How to Convert Your New Connections into Business Meetings"

24 Form Relationships Purpose of social media is to establish an online dialogue that you can convert into an in-person meeting. Profile Dialogue Meeting

25 Be In the Neighborhood This is a numbers game. Play liberally and don t get discouraged.

26 Use Your Blog To Meet Prospects 1. Approach one of your A clients or Connectors. Ask them to contribute to your article. 2. Contact a CEO or GC from your network and ask them to contribute. Tell them you already have your first contributor and you intend to compare 3 perspectives. Ask if they can recommend a 3 rd interviewee. 3. Schedule the interview in-person so you can meet the prospect. 4. Write and post your blog. 5. Thank your interviewees with a gift, in person if possible.

27 Program Overview How Social Media Influences Your Clients Perception How to Use Social Media to Increase Your Visibility How to Use LinkedIn and Twitter to Establish Useful Connections How to Convert Your New Connections into Business Meetings

28 Sponsor The business development program that teaches lawyers how to become rainmakers Ackert Advisory and PBDI

29 Business Development for Associates" Learn the strategies that are most effective (and most likely to be implemented) in the first ten years of a lawyer s career. Wednesday, October 17 th at 10am Pacific Register at