social media in 3-d at #mpf11
DESCRIPTION
social media in 3-dimensions: a practical guide for law firmsTRANSCRIPT
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
social media in 3-D:a practical guide
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
three phases of social media usage:
1. trial 2. transition 3. strategy
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
the staggering rise of internet use hascreated seismic shifts in behavior.
we’ve changed.
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
…but the unanswered question hasbeen, “are your buyers searching
for you online?”
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
finding and choosingprofessional serviceson the internet
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
there are six billion searches on150,000,000 websites and
200,000,000 blogs every day!
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
we know our buyers are lookingbut how do they find us?
#MPF11 @gbhalla @gbltd -- @douglassorocco @dunlapcodding -- @alicegrey @dixonhughespllc -- @paul_hastings
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings#MPF11 @gbhalla @gbltd -- @douglassorocco @dunlapcodding -- @alicegrey @dixonhughespllc -- @paul_hastings
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the first dimension: integration
#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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1. create pre-event buzz2. engage during the event3. continue the dialogue afterwards
social and digital media can amplify yoursignal
#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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traditional, offline promotion is episodic with aprecipitous drop post-event
EVENT
save--the-date postcard/email
invitation bypostcard/email
event networking
follow-up calls
TIME
RE
AC
H
#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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digital tactics amplify pre-event buzz…
save--the-date postcard/email
invitation bypostcard/email
EVENT
event networking
follow-up calls
TIME
RE
AC
H
link on website
posts on assn/member sites
event microsite
sem
post on social networks
#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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EVENT
and enable broadcast messages during event
save--the-date postcard/email
invitation bypostcard/email
follow-up calls
TIME
RE
AC
H
link on website
posts on assn/member sites
event microsite
eventnetworkingtransformed
EVENT• updates via social networks and blog posts• document event with content polls, photos, podcasts and interviews
post on social networks
sem
#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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EVENT
creating a long tail post-event, multiplying investment
save--the-date postcard/email
invitation bypostcard/email
follow-up calls
TIME
RE
AC
H
link on website
posts on assn/member sites
eventnetworkingtransformed
EVENT• updates via social networks and blog posts• document event with content polls, photos, podcasts and interviews
conversation continued on microsite viaemail followupand drive-to-site marketing
webinarsbased onevent content
updatesvia socialmedia andblog posts
post on social networks
event microsite
sem
#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
an award-winning,integrated campaign
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the challenge:• increase its brand awareness for recruiting purposes at
universities across the south• stand out in order to attract the best and brightest
real work + real fun: a recruiting campaign
#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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the challenge:• increase its brand awareness for recruiting purposes at
universities across the south• stand out in order to attract the best and brightest
real work + real fun: a recruiting campaign
#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
the solution:• an edgy, authentic and campaign that communicated in a
way that connected with a 20-year old target audience• incorporated print, an interactive website, social media
applications, video and display fixtures for live events
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budget - The overall budget for the re-branding developmentwas $50,000. The actual expenses were $48,000.
scope - The project included the initial research,development of creative strategy, website, socialmedia applications, display fixtures and brochure.
the campaign
#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
key attributes: Students chose Dixon Hughes because it offeredthe resources of a national firm but has a friendlyintimate atmosphere. Growth opportunities areimportant in selection of where to begin career.Students desired mentoring to help them developprofessionally.
awareness: Students were not as familiar with Dixon Hughes asthe national firms. We found that professors weremost familiar with the national firms, so those werethe firms they endorsed. We adapted the project toinclude the professors in our target audience.
insights
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• leverage the firm’s brand platform using attention-grabbingimages and visual metaphors
• concepts highlight current employees in the brochure andvia video and social media on the web
• factual attributes such as growth and focus are backed upby firm statistics . . .
• . . . combined with more personal attributes such asrelationships and comfort which are supported by employeetestimonials
the strategy
#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
• The website serves as the central hub of information for the campaignand features live twitter feeds from the employees, employee videosand links to social media sites such as YouTube and Facebook.
• Web videos take a fun approach to communicating what it is like towork for Dixon Hughes.
• Both the brochure and videos use the brand strategy of word pairingsto create a connection between the firm attributes and real people.
• To complete the synergistic approach, the same employees who arefeatured in the print and web tactics made personal visits to recruitingevents and career fairs. These personal visits authenticated ourcommunications and truly brought the campaign to life for our targetaudience. Students often commented on the latest twitter feeds andmade reference to employees’ hobbies and interest which facilitated apersonal approach to making career decisions.
the tactics
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
objective #1• Monthly web site hits increased by 64%. Average time on the
site increased by 23%.• Students who stopped by recognized the familiar faces from
the website and almost always made reference to tweets orinteresting facts on the website.
• We had the opportunity to interview students who wepreviously would not have had the opportunity to interviewbecause they would have only interviewed with the nationalfirms.
objective #2• The average GPA for full time hires remained 3.7.• The percentage of acceptance of the offer remained the same
in this tough market.
the results
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
the second dimension: intelligence
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Case Study: Technology Industry Group
- mining social media
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
What is social media intelligence?
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
What is social media intelligence?
“Social media intelligence is the combination ofquantitative and qualitative insights gained from
monitoring a specific brand, competitors,product, service, or subject matter in social
media. All in real-time.”
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Social Intelligence Drivers
• 500 million users who collectively spend over 700 billionminutes a month on Facebook
• Of the total number of conversations about your “brand”,1 out of 10 are actionable – meaning they need to beresponded to. - 2010 Position² social media data*
• Corporate America is creating “Social Media CommandCenters”.
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Case Study:Technology Industry Group
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Take Inventory & Gather Intelligence
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Tools
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
400%increase
Projected1.6MMusers
LinkedIn Network
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Sites and Blogs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Blogs
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Technology Tag Cloud
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Risk/Issue Cloud
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Results
• Ahead of trending issues
• Tripled our network contacts
• Identified client risks
• Increased practice penetration
• Focused client outreach
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#MPF11
@gbhalla @gbltd @douglassorocco @dunlapcodding
@alicegrey @dixonhughespllc @paul_hastings
the third dimension: insistence
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
(Client:PleaseQuitTalkingtoMe!)
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
400+SocialMarke<ngSites
400+NewWaysforClientstoContactMe
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
WhyDon’tThey…call,write…?
Leavemealone!
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Doug’sLaw:Clientswilladoptthemediumforcommunica<onthatismostconvenientandfamiliartothem…andtheleastfamiliarandconvenienttoyou.Oh–itwillalsobetheleastsecure.Andnotmakesense.
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
“Noway!Urkidn’gme!
w00t!”‐StartupCEOtextgivingmese<lementauthority.
(“w00t”=exclama<onofjoy.)
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Bingo!Ihaveagreatidea. Patentit!
X=Y,3#‐9/23 Q.E.D.–freeenergy!
Viafax…
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
“I’llsendyoustuffwithmysupersecretaccountandlabelitwiththetag“hdey7G53f44lf”–followit,reviewit,andletmeknowwhatyou
think.”(Everymorning,ofcourse.)
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
“Idon’twanna.”
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#MPF11@gbhalla@gbltd‐‐@douglassorocco@dunlapcodding‐@alicegrey@dixonhughespllc‐@paul_has<ngs
Iwill!*
*Aswill3,093,938,456,345currentlawstudentsintheUS
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www.greenfieldbelser.com
www.greenfieldbelser.com/blog
@gbhalla or @gbltd
www.youtube.com/greenfieldbelser
www.facebook.com/greenfieldbelser
www.dixon-hughes.com
www.dixon-hughes.com/recruit
www.alicegreyharrison.com
@alicegrey or @dixonhughespllc
http://www.youtube.com/user/DixonHughes
www.dunlapcodding.com
www.dunlapcodding.com/phosita
@douglassorocco or @dunlapcodding
@paul_hastings