ROI Conference 2013 - Your Social Success Story

Copyright 2012-2013, NoticeTechnologies Inc.
YOUR SOCIAL SUCCESS STORY
ChrisTreadaway, Founder & CEO of Polygraph

THETRENDS DRIVING BEHAVIOR
5

Just 7 short years ago
6

Today in 2013…
10

Democratized & Connected Phones
13

Participatory Media
14

Seismic Shifts inTrust
15

Generational Gap
Source: Pew Internet & American Life Study

Source: Pew Internet & American Life Study

Source: Buddy Media/Luma Partners

SO WHAT?
21

How does this affect your business?
• Marketing/Awareness
– Clients will find other attorneys
– Solution: make it easier for potential clients to find you
• Advertising Efficiency
– Ad spend doesn’t drive business like it used to
– Solution: understand that advertising has changed &
adapt
• Competitive Disadvantage
– Information will be used against you
– Solution: become aware of what information now exists

Modernization & Digitization
Signage
Billboards
Newspaper
Radio &TV
Yellow Pages
Traditional Press
Brochure
Cash Register
Scheduling System
Direct Mail List
Watercooler &WOM
Social Media
Content Marketing
News Feed Optimization
Blogging
Listings, Reviews, Reputation
Search Engine Marketing
Web Site
E-mail/CRM

Signage
Billboards
Newspaper
Radio & TV
Yellow Pages
Traditional Press
Brochure
Cash Register
Scheduling System
Direct Mail List
Today’s Conversion Funnel
Social Media
Content Marketing
News Feed Optimization
Blogging
Listings, Reviews,
Reputation
Search Engine Marketing
Web Site
E-mail/CRM
Personal Referrals

http://jacksonlo.com/benefits-of-local-search-marketing/

Just over 60 percent said their firms
now maintain one or more blogs.
Almost 85 percent of law firms now
make use of social media
and networking tools, such as
LinkedIn, Facebook and Twitter.
More than half said that their firms
plan to increase their budget
for social media initiatives in 2012
and just over 20 percent said
their firms already have a full-time
social media specialist on staff.
Peer Pressure?
Source: ALM Legal Intelligence Study, January 2012

49 percent of U.S. law firms reported that blogging and social networking
initiatives have helped produce new business leads.
41 percent reporting that social media and blogging had helped them to actually
land new work.
More than 40 percent said that blogs and social media networks have helped to
increase the number of calls their firms receive from journalists in traditional and
new media.
Roughly the same number said their presence in the blogosphere and on social
media networks had also increased the number of speaking invitations
their lawyers receive.
Successful Outcomes?
Source: ALM Legal Intelligence Study, 2012

DECIDING WHERETO FOCUS
28

Two Approaches to Social
Go where the people are Do what fits your business

Source: http://www.mindjumpers.com/blog/2012/05/time-spend-online/

Worksheet
• Search EngineVisibility
• Sharing Articles andYour Opinions with
Customers
• PublishingVideos
• Listings, Ratings & Online Reputation
Management
• Sharing Pictures with Customers
• Answering Common Questions
• Proactively write about your business
AudienceSize

Google Local Business Listing
www.google.com/
placesforbusiness

The Many Opportunities of Google
• Google Adwords – paid advertising
• Google Local Business – free listing
• Organic search engine optimization – free or paid,
generally requires investment in creating content
• Google+ – social network, “hacked” search engine
optimization
36

Facebook
• Facebook Pages
– Edgerank – the algorithm that determines what people
see when they log in
– You must encourage comments, likes, shares of your
content
• Facebook Notes
• Facebook Advertising

Twitter
• Limited to 140 characters
• Scope is international, not local
• Tweets come & go very rapidly
• Widely adopted by “tech” people, not as much by
mass market
• Serious limitations for a local business

Pinterest
• 83% women in
the United
States
• Create a free
account at
Pinterest.com
• Integrated with
other social
media
http://pinterest.com/jasonmiles/pinterest-facts-figures/

YouTube
• Create your own Channel
• Upload videos
• Embed videos in web sites, blog posts, etc.
• Search Engine Optimization benefit

What percentage of local customers read reviews
about local businesses?
67%
69% believe the general public as much as a friend

http://biz.yelp.com/claiming

http://www.quora.com

Blogging Platforms
• Wordpress – blogging
• Typepad – blogging
• Tumblr – blogging & pictures

MAKING IT HAPPEN
51

Tools of theTrade

Working the Plan
• Decide what you think fits your business best
• Pick the right outlets
• Publish & curate content consistently
• Listen to customers genuinely and respond
• Attract new customers through participation &
direct advertising
• Identify Influencers and make them really happy

Curate Content
• If you don’t have content or don’t want to create it,
curate it
• Curation is referring to other people’s content on
your own social media properties
• E.g. linking to an interesting article, sharing another
person’s photo, commenting on someone else’s
work

Keyword Optimization
• Google Suggest
• Tells you what search terms people use to find you,
competitors, etc.
• Words with high search volume = good
• Tip  use them in your blog content, Google+ posts,
Facebook posts,Twitter

Content Ideas
• “Behind the scenes” videos
• “Staff” profiles
• What people don’t know about what you do
• How to deal with weather changes
• Taking care of their purchase
• Related items of interest – landscaping, being
“ecofriendly”
• Contests
• Evocative imagery

Create an Editorial Calendar
• Set the rules/policy
• Mix up topics and outlets
• Discipline
• Take the thought out of the problem – “autopilot”

Listen & Identify Influencers
• People are saying things about what they want, like,
dislike all the time in social media
• Monitor to listen, understand what customers are
saying
• Certain people are driving conversations online, in
peer groups
• Win them and you win groups of people!

A FINAL WORD OF
ENCOURAGEMENT

Thank you!
ChrisTreadaway
ctreada@polygraphmedia.com
@ctreada onTwitter

ROI Conference 2013 - Your Social Success Story

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