12 month social media plans - west …...ml linkedin 53 ml facebook 29 ml google+ 326 ml twitter...
TRANSCRIPT
developing ACTIONABLE
SOCIAL MEDIA PLANS
12 MONTH
From Sherpa…
To Guide!
PRACTICE LIFE CYCLE
Emerging Growth Mature Saturated
PRACTICE LIFE CYCLE
Emerging Growth Mature Saturated
Y2K!
PRACTICE LIFE CYCLE
Emerging Growth Mature Saturated
PRACTICE LIFE CYCLE
Emerging Growth Mature Saturated
PRACTICE LIFE CYCLE
Emerging Growth Mature Saturated
Be a Trend-Watcher
Once you have the niche…
Should I launch a blog?
An Integrated Approach
• Marketing PR Speaking Publishing Advertising Email marketing SEO
• Business Development Blog Networking Social: Sharing/ Branding Meetings/ Pitches
Q1. Build the Funnel Q2. Feed the Funnel Q3. Conversion Q4. Learn & Adjust
Q1. Build the Funnel Q2. Feed the Funnel Q3. Conversion Q4. Learn
Know Your Target
12 months from now, what result would make you say, “I’m glad I put in all the time and effort into this initiative?”
Q1. Build the Funnel Q2. Feed the Funnel Q3. Conversion Q4. Learn
Distribution of a Typical Advisory
Practice Group Mailing Lists
Posted to Mintz website
Mintz LinkedIn
Mintz Facebook
Mintz Google+
Mintz Blog Postings
LexisNexis Martindale-Hubbell
Lexology
JD Supra
Mintz Twitter
Moreover.com
Bloomberg
Thompson Gale
Bureau Van Dijk
Google News Service
Mondaq Newsletter + Site
Yahoo News Service
Mondaq Twitter Feed
MSN News
Bing Reuters
Datastar
Westlaw
Lexis-Nexis
BBC
MediaFed
Quicklaw America
Barrons Factivia
Financial Times
Justia
Complinet OneSource
Australian Corporate Lawyers Association Wall Street Journal
Smartbrief
Newstex
Yellowbrix
E-space.co.uk
25+ Twitter Accounts 200 LinkedIn groups
National Law Review site
RSS Feeds to various State Bar Associations
14 National Law Review newsletters
JD Supra Linkedin Legal Channel
JD Supra Site
JD Supra Newsletter Subscribers
JD Supra Facebook Page
JD Supra Twitter Feed JD Supra
RSS feed
Justia
Newstex
Alltop
Complinet
NuWire
Lexology Newsletter + Site
The French Corporate Counsel Association (AFJE)
The Association of Corporate Counsel (ACC)
The Corporate Lawyers Association of South Africa (CLASA)
The Corporate Lawyers Association of New Zealand (CLANZ)
The State Bar of Texas
The State Bar of California
The American Intellectual Property Law Association
The International Technology Law Association ITechLaw
The Singapore Corporate Counsel Association (SCCA)
The Society for Computers and Law
The Association of Media and Entertainment Counsel AMEC
Attorneys & Senior Professionals
National Law Review
Mondaq
Shared through followers and connections
Shared + liked
Tweeted/Retweeted
Martindale-Hubble site
Law.com
Lawyers.com + Attorneys.com
American Bar Assoc
Inside Counsel
Minority Corporate Counsel Assoc
The Law of Multiplication
ML LinkedIn 1157
ML Facebook 53
ML Google+ 29
ML Twitter 326
Blog Posting 1116
Lexology 373
Mondaq 302
National Law Review 812
JD Supra 2088
Pushed out via social media: 1565 Total Trackable Reads: 4691
Canada Singapore Poland China
Switzerland England New Zealand Hong Kong Japan
Countries Reading: Companies Reading:
Greece Liechtenstein Australia Netherlands Brazil
Italy South Africa Germany India
Google Yahoo! Xerox Canon Nestle
American Express Verizon Boeing Marriott
Barnes & Noble Merck Red Bull Nationwide Mutual
GlaxoSmithKline The Hartford TD Ameritrade T-Mobile
Law360 Thompson Reuters CBS
+ ? Non-Trackable Reads
Q1. Build the Funnel Q2. Feed the Funnel Q3. Conversion Q4. Learn
RELATIONSHIP
How do we turn traffic into contacts?
• Whitepaper, opt-in required • Collect business cards at
speaking events • Prompt newsletter sign-up • Connect blog efforts to email
efforts
STRATEGY
SERENDIPITY
Q1. Build the Funnel Q2. Feed the Funnel Q3. Conversion Q4. Learn & Adjust
Test against analytics
• Traffic numbers • Who, not just how many • What drives traffic? • What search terms? • Responses on email and social
Inform attorneys for:
• More frequency • Better topics • Insight into client perspective • Client-centric language • Feed the bizdev cycle