4. u|TOPIA
Event and field staff management, field data collection, measurement/reporting system
ü|MANAGE
Manage online content for web, blogs, social network feeds
u|SEND
Automate content repurposing from virtually any online source to execute email & print campaigns
u|KNOW
Yield insights on target behaviors, build profiles for greater response rates through personalization
u|ENGAGE
triggering definitive call-to-action directives within corporate CRM systems for final conversion
ü|TACTICS
The following tools have been developed by wedu and are easily integrated into many projects.
However, please note that wedu extensively tests and integrates 3rd party applications, as well.
6. What does Digital Marketing encompass?
Search Engine Marketing / Optimization (SEM/SEO)
Social Network Advertising, Community Management, Apps
(Facebook, Twitter, LinkedIn)
Mobile Advertising, Apps
Web Site
Blogs
YouTube
Flickr
Google+
Email – the original social network
…
7. Marketing Dollars
By 2016 average will shift to 75% digital and 25% traditional.
Advertising is becoming more local, more relevant, and more social.
Greater short term investments have greater long term results.
No One Lives Here Everyone is Here
8. Web SiteMarketing
The Digital Communication Path
Content & Analytics Position Web as Best Common Point
Programs
Blog
Social Networks
Communities
Email
Advertising
Public Relations
SEM / SEO
TheFirm
9. Web Site Central
All activity will eventually point to the web site.
Site must be friendly to all of these sources.
Integration will be key to future successes.
The most open platform and API friendly will win.
10. Enjoying the Open Web
Open Architecture has truly come to life.
API’s – Allow various programs, web sites, mobile apps, social apps, etc. to integrate and share information
across each of the platforms.
Facebook Open Graph & Social Graph – One of the most significant changes made to Facebook since its
release. The Social Graph of an individual allows to see their interests in music, fitness, lifestyles, etc. It is
the most advantageous tool for web site socialization and targeted advertising available.
Mobile Apps – The rise of mobile is astronomical. Professional Services must be aware of the
opportunities to utilize this trend for extensive audience engagement, reach, and activation.
OPEN matters
12. Being Smart in the Open Space
The integration of all digital aspects proves authenticity.
Organic Search – Search Engine results are influenced by your other activities, social performance, and
third-party integrations. Be active, authenticate and effective in all other areas and organic search will be
high.
Content Creation & Curation – Authenticity starts with who you are and what you talk about – ACROSS
your entire network. It doesn’t always have to be in your own words. What you share with your network is
still representative of you.
Quality Scores Digital Advertising – The open web also provides pitfalls which you may never see. Digital
advertising on google will involve Quality Scores which will influence your cost and reach. Appropriately
integrating custom landing pages and strong content is a must. Open means everyone sees everything.
Being authenticate is becoming more difficult without a significant digital concentration.
Landing Pages – Utilizing landing pages is the most effective method of conversion and measurement.
Regardless of the originating point of conversation the goal should be to drive individuals to unique
landing pages which are topical, relative to the conversation, and set the stage for more.
Private Web Network – Blogs, social platforms, law sites (JD Supra), etc. are all private web networks.
Learning – Key to future success. The above items are only a few ways we must be smart with open web
because everything is related.
13. Social CRM is becoming possible.
Complete integration across all mediums and interactions – physical
and digital
Firms must address their fears of compliance so they may proceed
with effective engagement
Internal parties must be involved
Adequate resources must be allocated to the digital realm
Once a client, always a client
Once a client, always a referral source
CRM in the Digital / Social world means keeping in touch
15. The Direction of Law Firm Marketing
It’s a digital world – for all people and businesses
Law Firms and attorneys need to be actively engaged in digital –
ACTIVELY!
It’s about community and single individuals
Awareness is not enough
Advocacy is still the new advertisement
Law firms with administration and marketing separate, but integrated
with the attorneys trust will be the leaders.
“It’s not about how many people you know.
It’s about how many people know you.”
17. SOCIAL matters
People Look at 4.8 Attorney Websites
BEFORE Contacting a Firm
89%
of Internet Users Go Online to Find an Attorney
65%
of People Begin Their Search for an Attorney Online
18. Compliance Guidelines to Consider
No improper soliciting and anything that could be considered advertising
must have disclaimer;
No false or misleading information;
No confidential information;
Don’t create attorney/client relationship;
No ex-parte communications;
No improper contact with parties:
opposing parties or attorneys in cases;
Judges!
Jury members!
Don’t discuss cases online!
19. Compliance: ABA Model Rules
1.6 – Confidentiality;
4.2 - Communication With Person Represented by Counsel;
7.1 - Communications Concerning a Lawyer’s Services;
7.2 - Advertising (don’t pay for LinkedIn recommendations!);
7.3 - Direct Contact With Prospective Clients (soliciting);
8.3 - Reporting Professional Misconduct (you can be reported for
social media violations);
8.4 – Misconduct.
20. Need Centric Marketing
Engagement & Reach
The successful campaigns encompass the WHY
factor in messaging, but remember that
community engagement is driven by where the
individuals are mentally, emotionally, and
psychologically at the time of engagement.
Research conducted by wedu confirms that all
actions in social space are dictated by one of
the E’s. It is evident that every demographic –
from millenials to business people to seniors
responds to one of the Five E’s:
SOCIAL PROFESSIONAL
Ego Ego
Entertainment Entertainment
Emotion Enticement
Education Enrichment
E-currency E-Currency
Awareness
Perception
Need
Consider-
ation
BUY
23. Law Firm Strategy
Socializing the Firm’s Professional Network
Social
Media
Communities
WEB
SITE
Digital
Advertising
Areas of
Practice
Facebook
Twitter
YouTubeLinkedIn
Pinterest
Law
Pages
Mobile
Apps
3rd Party
Sites
Microsites
Landing
Pages
Employment
Environment
Corporate
Med Mal
Search
Engine Mktg
Instagram
Energy
Email
Campaigns
24. What Does LinkedIn Offer?
Access to a Network
More business leads
A business network based on 3 degrees of separation
Showcase your expertise
Build & discover relationships, get referrals
Engage with relevant communities: industries, colleagues, business
leaders, etc.
Network with previously unobtainable contacts
Win more speaking engagements and media exposure
Stronger client/stakeholder relationships
Enhanced brand VALUE awareness
Increased revenue
27. LinkedIn Strategies
Build optimized profiles for several attorneys and the firm, get connections;
Get recommendations
Distribute content - Post all blog entries, events, and publications across all
LinkedIn profiles.
Groups – join, participate, share
Target and contact:
Use advanced search or “specific targeted company”;
Click on their profile, join their groups, add as connection!
Use LinkedIn apps, add blog posts to your profile;
Add all events, speaking engagements, webinars, etc.;
Use LinkedIn Answers:
You can use questions to message all your connections;
28. The Law of the Social Few
The activity level of communities relies on individuals.
The 50-20-10-1 Rule
• 50% of people will passively participate/repeat
• 20% will actively and frequently consumer/trade content
• 10% chime in opinions/rate and vote on content
• 1% develop and innovate content
Traffic is found in the social aspects of a community
• 80% of Facebook users post on a wall
• 77% of the visitors to LinkedIn are regular users, visiting multiple times per month
• The top two reasons people join communities are to:
• Connect with other like-minded people
• Ability for members to help others
45. Account Types
Paid accounts give more
feedback and more
opportunity:
• See who’s viewing
your profile
• View beyond the 2nd
degree relationships
(more than just a
first name)
• Send more InMails
• See more search
results
46. Peer collaboration, advocacy, and engagement is imperative in legal marketing.
Your clients and their family & friends are your new advertisement.
• Customers trust, rely, and act on advice from people they know
• 90% of people trust their spouse
• 82% their friends
• 69% their work colleagues
• BUT….
• 27% trust manufacturers/retailers
• 14% advertisers
• 8% celebrities
• Community members are LOYAL and last longer, try other products or
services from same brand, even seek them out.
We don’t create communities – we give them meeting places.
SOCIAL peers
48. Why
Do I understand why this
organization exists, what
it believes, and the values
it lives by?
Personal
Do I believe the same
things? If yes, then I
KNOW them viscerally, I
see myself and my own
values reflected in the
organization. I am
connected.
Loyalty
I don’t need to be “sold.”
I will follow willingly.
I will be loyal. I will NOT
change simply for a
better offer.
WHY matters
The most effective communications and
brands start with WHY
49. • It’s about what they believe, how they see themselves
– I’m a rebel = buy a Mac (“Think Different”)
– I’m an everyman, a conformist = buy the PC that 95% of the population owns (“A PC on
every desk”)
– Both are right, the product is just a manifestation of how they see themselves
• How many of those 250,000 people showed up for Dr. King?
– Zero. They showed up for themselves. For their belief in a better America.
– He gave the “I have a Dream” speech (WHY), not the “I have a Plan speech” (HOW)
– They shared his dream – his WHY
• They see your brand as a manifestation of themselves, their own values
– Inspires passionate loyalty (tattoos), they don’t need to be sold or convinced
The most effective communications are about
the audience more than the organization
50. Guiding Principal: The Golden Circle
50
WHAT do you do? Everyone in the
organization can answer this. Offer estate,
employment, real estate, med mal, etc….
HOW do you do it?
Some in the organization can answer this.
These are the unique value proposition, or
proprietary capabilities. The ways you do
WHAT you do.
WHY do you do it? Very few can usually answer
this. And the answer is not “To Make Money”.
That’s a result. WHY is your purpose, cause or
belief. The reason the firmexists. The reason
anyone should care.
51. Apple: Think (and Communicate) Different
51
We do this by re-imagining entire industries
and making products that are more beautiful
and easier to use than ever before.
We believe in challenging the status quo and
conventional wisdom in everything we do. We
think differently to change the world.
We happen to make great computers. But we
also cell phones, MP3 players, books, music…
They START with WHY because people don’t buy
WHAT you do they buy WHY you do it.
52. It’s Biological…
52
Decision MADE….
Drives “gut” feelings,
emotions and decisions.
Has no capacity for
language.
The Golden Circle
Neocortex
Limbic &
Reptilian
Brain
The Human Brain
Decision JUSTIFIED…
Shapes logic,
rational and analytic
thought. Grounded
in language and
numbers.
Absent a WHY, decisions WILL be made in the Neocortex!
More stressful, less enjoyable, not loyal.
53. What is
Rath Young Pignatelli’s WHY?
Is that the foundation of all
engagement marketing?
54. Thank you!
Sean Owen
wedü, CEO
New York, NY
(646) 502-7447
www.wedu.com
sean@wedu.com
www.twitter.com/seanmowen
www.linkedin.com/in/seanmowen
55. Our partners
Throughout the years, wedü has had the pleasure of working with some of the worlds premier brands.
Editor's Notes
2:30
Confusion around the words – SEO SEM…Misinformation is extremely high.Youtube – 2nd highest number of searches on web
Open also means complicated.
Look at the responses – Friend / colleague – outspoken social media person.Co-worker – with detalisFinancial advisor – you may think your connections are strongAttorney!----- Meeting Notes (7/25/12 12:50) -----broadcaster
Enticement – need for sales – offering a product, attempting to entice with some offerEnrichment – job, career, knowledge, etc.E-currency -
Leveraging activity the firm already does is key to performance and cost control.One speaking event = 2-3 emails, a few social posts on linkedin and other networks, slideshare upload, youtube video.Content creation is the most difficult part, yet the distribution is seen as hardest.
WHAT it does
HOW it does it.LinkedIn – quality network.8 out of 10 – biz decisions81% separate networks – more what you’re seeking
WHY it works.Perceived value – posting out information – big wins, new clients, successes.Differential Value – giving something of value – changes in law, updates in employment, real estate, etc. Contributing to groups and Q&A.
New York market story – connecting only through linkedin initially.Some things are public – most things.Some are private to admin.
What you see as an admin is different than public.
LinkedIN changed the rules for twitter to auto-post.They want the traffic.Someone goes on vacation. OLD posts still working – hence new followers – OR individual attorneys posting and relationship.
Aside from your attorney list – the most prominent items to view on your page would be… Departures and other law firms
Answers are there forever.People search for these. Linkedin results on google for news items, business items, etc. all becoming high.
LinkedIn has over twenty applications with which you can createcontent with high visual interest.In “Edit” mode while viewing your LinkedIn Profile, look for theApplications header and click on “Add an application” to view thecurrent list.
Dinner with an attorney last night – talking about matchmaking for clients and other attorneys.
Best brands act as a mirror
Use why to overcome stigma of “troubled kids”Go from what->why-> how to why->how->what