2. 1. Global Recession
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3. 2. Consumer Distrust
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4. 3. Connected Citizens
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5. 3. Connected Citizens
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6. 3. Connected Citizens
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7. 3. Connected Citizens
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8. 3. Connected Citizens
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9. Clients and customers want a better world,
not just better widgets.
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10. 8 of global consumers believe that business needs to place at least equal weight
6%
on society’s interests
as on business’ interests.
Edelman 2010 GoodPurpose® Study
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11. Social Media and The Law
GEOGRAPHY: Universal access is partly why social media and the
Internet have been difficult to fit into one field of law.
JURIES: Lawyers are pulling information from social networks like
Facebook and LinkedIn to see what companies, brands, or
affiliations jury members might have.
EVIDENCE: In terms of legal evidence, social media is a lot like e-
mail made public.
LEAD GEN: Social media was most effective at creating offline
relationships.
BRANDING: Social media is helping lawyers establish a brand and
identity.
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12. Can you ignore social media?
“I n-house attorneys now are using new media platforms to deepen
their professional networks; to obtain their legal, business, and
industry news and information; and to enrich their social and
personal lives. M ost importantly, they expect that trend to
accelerate in the future.”
Greentarget 2010 Corporate Counsel New Media Engagement Survey
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13. So are you ready to be social?
Define Purpose and Core Values
Distil into Emotional terms
Craft a Manifesto
Write a Vision Statement
Commit to Purpose
Align Internally
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14. 5 Essentials Social Platforms
Blog
Facebook/Twitter/Google+/Linked In
You Tube Channel
Content (re Products/Services/Purpose)
E-commerce (Offline/Online/Mobile)
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15. 3. Connected Citizens
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16. 3. Connected Citizens
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17. seminar@wefirstbranding.com #LMALA @simonmainwaring

18. seminar@wefirstbranding.com #LMALA @simonmainwaring

19. “L awP ivot will charge both lawyers and startups to use it. I f
the company can pull this business model off, it will have devised
a way to not only intercept fees lawyers sometimes collect for
consultations but also collect fees from those lawyers themselves.
I f that doesn’t scream brilliant, we don’t know what it does.”
Mashable, March 2011
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20. 1. Community Building
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21. Brand Content/Values: Expedition 206 ‘Open Happiness’
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22. Brand/Consumer/Causes: Pepsi Refresh Project
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23. Brand Community Architecture : Nike & Livestrong Foundation
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24. Brand Community Architecture: Nike & Livestrong
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25. 2. Contributory Consumption
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26. Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values
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27. Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief
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28. 3. Brand Collaboration
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29. Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative
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30. Brand Collaboration: Nike GreenXChange
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31. Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability
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32. Brand Building Social Strategies/Tactics
B l o g : Allowing individual attorneys to to co-author the
brand’s/firm’s message. See: ctemploymentlawblog.com
C u r a t e : Become a source of news creating, aggregating and
filtering industry news and matters related to your specialty letting
the information flow both ways. @dnajd
R e f e r r a l s : Use social media to connect with colleagues and
thought leaders for client referrals by finding, following and engaging
with blogs in your area of expertise and geographic area. See:
@nikiblack
B e h u m a n : Show your personality and humor so people want to
work with you. See: @FAquila
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33. Goodwill Building Social Strategies/Tactics
Crowdsource ideas or funds or IP
Collaborate with competitors/cross sector
Build contribution into real/virtual consumption
Launch/partner with employee volunteer programs
Use social platforms to trigger donations/actions
Use online platforms/mobile apps for credibility/reach
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34. Added Return on Investment
Employee Retention
Intellectual Property
Research & Development
PR
Reputation Management/Word of Mouth
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35. 1. The future of profit is purpose.
2. Brands must become community celebrants not celebrities.
3. Marketers must become data traders in social emotion.
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36. T h a n k Yo u , L M A .
Twitter: @simonmainwaring
Email: simon@wefirstbranding.com
For the slides, email:
slides@wefirstbranding.com
To be part of the first ever
W E F IR S T S O C IA L B R A N D IN G
S E M IN A R ,
see Morgan at the back of the room!