lma we first slides
TRANSCRIPT
86% of global consumers believe that business needs to place at least equal weight on society’s interests
as on business’ interests.
Edelman 2010 GoodPurpose® Study
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Social Media and The Law
GEOGRAPHY: Universal access is partly why social media and the Internet have been difficult to fit into one field of law.
JURIES: Lawyers are pulling information from social networks like Facebook and LinkedIn to see what companies, brands, or affiliations jury members might have.
EVIDENCE: In terms of legal evidence, social media is a lot like e-mail made public.
BRANDING: Social media is helping lawyers establish a brand and identity.
LEAD GEN: Social media was most effective at creating offline relationships.
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“I n-house attorneys now are using new media platforms to deepen their professional networks; to obtain their legal, business, and industry news and information; and to enrich their social and personal lives. M ost importantly, they expect that trend to
accelerate in the future.”
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Greentarget 2010 Corporate Counsel New Media Engagement Survey
Can you ignore social media?
So are you ready to be social?
Define Purpose and Core Values
Distil into Emotional terms
Craft a Manifesto
Write a Vision Statement
Commit to Purpose
Align Internally
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5 Essentials Social Platforms
Blog
Facebook/Twitter/Google+/Linked In
You Tube Channel
Content (re Products/Services/Purpose)
E-commerce (Offline/Online/Mobile)
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“LawP ivot will charge both lawyers and startups to use it. I f the company can pull this business model off, it will have devised
a way to not only intercept fees lawyers sometimes collect for consultations but also collect fees from those lawyers themselves.
I f that doesn’t scream brilliant, we don’t know what it does.”
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Mashable, March 2011
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Brand Community Architecture : Nike & Livestrong Foundation
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Brand/Consumer Partnership: P&G supporting causes in alignment with brand core values
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Contributory Consumption: Zynga uses the sale of virtual goods for earthquake relief
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Brand Cooperation: Brands support First Lady’s ‘Let’s Move’ Initiative
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Brand Coalitions: Patagonia-led coalition of apparel brands addressing sustainability
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Brand Building Social Strategies/Tactics
B lo g : Allowing individual attorneys to to co-author the brand’s/firm’s message. See: ctemploymentlawblog.com
C u r a t e : Become a source of news creating, aggregating and filtering industry news and matters related to your specialty letting the information flow both ways. @dnajd
R e f e r r a ls : Use social media to connect with colleagues and thought leaders for client referrals by finding, following and engaging with blogs in your area of expertise and geographic area. See: @nikiblack
B e h u m a n : Show your personality and humor so people want to work with you. See: @FAquila
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Goodwill Building Social Strategies/Tactics
Crowdsource ideas or funds or IP
Collaborate with competitors/cross sector
Build contribution into real/virtual consumption
Launch/partner with employee volunteer programs
Use social platforms to trigger donations/actions
Use online platforms/mobile apps for credibility/reach
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Added Return on Investment
Employee Retention
Intellectual Property
Research & Development
PR
Reputation Management/Word of Mouth
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1. The future of profit is purpose.
2. Brands must become community celebrants not celebrities.
3. Marketers must become data traders in social emotion.
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T h a n k Yo u , L M A .
Twitter: @simonmainwaring
Email: [email protected]
For the slides, email:[email protected]
To be part of the first everW E F IR S T S O C IA L B R A N D IN G
S E M IN A R , see Morgan at the back of the room!