2012 lmatech - prospecting through social media and mobile
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October 11, 2012 Hotel Nikko, San Francisco
WELCOME!
October 11, 2012 Hotel Nikko, San Francisco
Prospecting Through Social Media and Mobile
Moderator:James Stapleton, Chief Marketing and Business Development Officer, Littler Mendelson P.C.Speakers:David Ackert – CEO, Practice BoomersKevin O’Keefe – CEO and Publisher, Lexblog
LMA 2012 Legal Marketing Technology Conference October 11, 2012 Hotel Nikko, San Francisco
Prospecting Through Social Media and Mobile
Stakeholders
1. Shareholders2. Associates3. Clients4. Prospective Clients5. Third-party Referral Sources6. Colleague/Competitors7. Media8. Alumni9. Personal Contacts
Prospective Client Decision-Making Curve
Time
Excited
Satisfied
Irritated
Unhappy
Ready to Switch
Client Satisfaction
Index
85%
3%
12%
Demand Generation•Advertising•Public Relations•Web Site•Thought Leadership•Research
Demand Identification•Prospect information•Events & Sponsorships•Associations•Customer Relationship Management
Demand Fulfillment•Prospective Client Analysis•Proposals•Face to face sales•Follow up•Post Mortems
5
Marketing: Generating awareness and interest
Prospecting: Identifying a sales target with the intention of initiating a sales dialogue and procuring a business decision
Chronology: Prospecting Marketing Sales
Sales Decisions:
• Yes• Not yet (with a
deadline)• No
• Maybe• We need to think it
over
© 2012 Ackert Advisory
Pardot Marketing’s study of B2B (Business-to-Business) Marketers
mostly professionals
used by 91% of B2B marketers
more effective for B2C marketing
ranks well in search engines
32% of B2B marketers find LinkedIn to be the most effective platform for prospecting and selling their services.
• 1,473,000 lawyer profiles
• 100 million executives in 200 countries
• All Fortune 500 represented at Executive level
• 550,000 are senior level executives
• Over 71% of in-house counsel have joined LinkedIn
Source: Hubspot State of Inbound Marketing
Software General Counsel
© 2012 Ackert Advisory
Search results
© 2012 Ackert Advisory
Request an introduction in real-time
Consultant General Counsel© 2012 Ackert
Advisory
Pick up the phone “Hi Jon, it’s David. Listen, I was on LinkedIn today and I noticed that you’re connected to James, the GC of Toggle Software. I do a lot of business with GCs in his sector. Do you know him well enough to set up an introduction?”
find useful. Would you be interested in a presentation
Hi James. I see we have Jon Sommers in common.
or in reviewing the slides?
I just presented a CLE on EU privacy that I think you’d
reference the connections you have in common
conclude with a question
Establish a Direct Connection
© 2012 Ackert Advisory
@JamesAxelrod GC, Technologist, Jazz fan
Retweet when they post something you like. Anne Taylor
RT @JamesAxelrod Great article about the latest trends in consumer technology tnw.co/ny/34n
Anne TaylorDM @JamesAxelrod Good article, James. Biotech is def on the rise. I blog about it here st.ni/809/g0
DM them with comments about their tweets.
James AxelrodDM @AnneTaylor Thanks for the RT, Anne. I like your blog.
Establish a Direct Connection
Deepen the connection…
+1
1. The Prospect Interview
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.
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.
© 2012 Ackert Advisory
1. The Prospect Interview
• Turns a stranger on your prospect list into a new relationship.
• Delivers a first-hand experience of your expertise.• Shows your readership that you’re providing value to
the kinds of “A” clients you want them to refer.
© 2012 Ackert Advisory
2. The Co-Authored Blog
1. Select a referral source who also blogs on topics that would be of interest to your audience.
2. Propose the concept of co-authoring a blog post that you can cross-promote to each other’s networks.
3. Turn your co-authored blog into a joint presentation that you can offer to each other’s networks.
© 2012 Ackert Advisory
Mobile and Tablets for Business Development
LMA Technology Conference/West
San Francisco
October 11, 2012
@kevinokeefe
http://www.flickr.com/photos/virtualsugar/2818062680/
Relationships
@kevinokeefe
http://www.flickr.com/photos/marcopako/2344663066//
Word of mouth reputation
@kevinokeefe
FacebookInternet : Relationships and reputation accelerator
@kevinokeefe
http://www.flickr.com/photos/26101082@N00/3219209680/
Listen
There are already conversations taking place
@kevinokeefe
http://www.flickr.com/photos/diamondmountain/76720987/
Engagement. Who in my target audience am I engaging?
@kevinokeefe
http://www.flickr.com/photos/martin_thomas/3292783660/
You’re looking to build social media equity.
@kevinokeefe
@evinokeefe
Mobile : Listening & sharing
@kevinokeefe
Data Points of Note
• 75% of Americans have smart phone• Number of tablet owners up 50% in
last year, to about 20% of Americans• 23% of Americans get info/news
from tablet - smart phone• Social networking/media is how
most of these folks get their news/info
RSS Reader - Listening
@kevinokeefe
@kevinokeefe
Getting Lawyers to Engage
Carrot Stick
QUESTIONS?
October 11, 2012 Hotel Nikko, San Francisco
THANK YOU!