linkedin and lawyersdigital network • market size • low cost • mobile access content...

28.05.20

LinkedIn and Lawyers

A Webinar in collaboration with the European Law Student Association (ELSA) Tobias Steinemann, HeadStarterz GmbH

28.05.20

He!dSt!"te"z GmbHOetlinge!st!. 35, 4057 B"sel+41 61 554 55 74

hello@he"dst"!te!z.com

www.he"dst"!te!z.com

2

3 Common LinkedIn-Questions From Lawyers (and Law Students)

Why should I use LinkedIn?1

How can I use LinkedIn to acquire clients?2

What and how do I post on LinkedIn?3




28.05.20

1. Why Should I Use LinkedIn?

3

28.05.20




4

What’s your reason to be on LinkedIn?

28.05.20




5

What’s your reason to be on LinkedIn?

Networking

1

Information

2

Personal Branding

3

4

Communication5

Job Search

28.05.20




6

The LinkedIn Environment

LinkedIn is not a sales tool!

28.05.20




7



LinkedIn is a Marketing and Communications Channel

28.05.20




SOCIAL (Media)

• Exchange

• Relationship

• Interests/Needs

8




28.05.20




SOCIAL (Media)

• Exchange

• Relationship

• Interests/Needs

9



BUSINESS

• Business Content

• Professional Appearance

• Professional Contacts


28.05.20




SOCIAL (Media)

• Exchange

• Relationship

• Interests/Needs

10



BUSINESS




DIGITAL NETWORK

• Market Size

• Low Cost

• Mobile Access


28.05.20




SOCIAL (Media)

• Exchange

• Relationship

• Interests/Needs

11



BUSINESS




DIGITAL NETWORK

• Market Size

• Low Cost

• Mobile Access

CONTENT (Marketing)

• Thought Leadership

• Be Helpful

• Target Oriented





28.05.20

2. How do I use LinkedIn to acquire clients?

12

28.05.20




SOCIAL (Media)

• Exchange

• Relationship

• Interests/Needs

13



BUSINESS




DIGITAL NETWORK

• Market Size

• Low Cost

• Mobile Access

CONTENT (Marketing)

• Thought Leadership

• Be Helpful

• Target Oriented


«Visible Experts»: On LinkedIn, the most successful lawyers are those, who are helpful to their target audiences;

i.e. the ones that communicate interesting and relevant content.

28.05.20




14

What does it need?

Planning

28.05.20




15

Target AudiencesTargets Description LinkedIn Activity Topics / Interests Opportunity / Offer

How can I describe the target audiences? Who are they? What drives them?

What are these people doing on LinkedIn? Why are they active on the platform?

What topics / content is interesting to them? What information are they looking for?

What information or skill do I have that would be useful to them? Or: Where can I get such information?

Recruiters

Law Firm Managers

Clients

Colleagues

Legal Talent

Institutions

Auhorities

Other Professionals

28.05.20




Activity

16

What does it need?

Planning Adapting

28.05.20




Activity

17

What does it need?

Planning Adapting

Patience

28.05.20




Activity

18

What does it need?

Planning Adapting

Patience




28.05.20

3. What and how do I post?

19

28.05.20




20

28.05.20




21

Publication-System

Base

LinkedIn- Activity

Goal (Targets)

Content Production / Research / Redaction of LinkedIn relevant content

What?

Source?

Who?

Driver

Who helps?

28.05.20




22

Publication-System

Base Own Website

Link to own content

Direct

Post/Article/Comment

LinkedIn-Share

Share LinkedIn-Content

LinkedIn- Activity

Other Websites

Link to third source

Goal (Targets)


What?

Source?

Who?

Driver

Who helps?

28.05.20




23

Publication-System

Base Own Website

Link to own content

Direct

Post/Article/Comment

LinkedIn-Share

Share LinkedIn-Content

LinkedIn- Activity

Other Websites

Link to third source

Goal (Targets)

Engagement LinkedIn-User

Like, Share, Comment


What?

Source?

Who?

Driver

Who helps?

28.05.20




1. GOAL: To whom is this content relevant?

2. BASE:

• Where does the content come from?

• What information does already come with the source and how does it influence my post?

3. CONTENT:

• What is the essence of the message that I am trying to bring across?

• Why is this message relevant?

• Text: Which elements of text do I need?

• Storytelling

• Hashtags and mentions

• Language(s)

• Visual Elements?

• Do I need an image?

• Video: Do I post the video directly or do I post a link to a streaming platform?

• Documents: Shall I post a PDF-document instead of an image or video?

4. DRIVER:

• Are there relevant other users that I could mention/link in my post?

• Are there useful hashtags that I could add to my content?

24

Checklist:

Lesson LinkedIn: Your Questions!

Thank You. Let’s stay in touch!

Find me on LinkedIn: linkedin.com/in/steinemanntobias/

or email me to: [email protected]

http://linkedin.com/in/steinemanntobias/

mailto:[email protected]