2012 lmatech - prospecting through social media and mobile

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

Facebook

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

Facebook

RSS Reader - Listening

@kevinokeefe

@kevinokeefe

Getting Lawyers to Engage

Carrot Stick

QUESTIONS?

October 11, 2012 Hotel Nikko, San Francisco

THANK YOU!