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Social Media Marketing for Law Firms

Laud, David
Heftet / 2011 / Engelsk

Produktdetaljer

ISBN
9781907787911
Publisert
2011-09-30
Utgiver
Vendor
Ark Group
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
111

Forfatter
Laud, David

Biographical note

David Laud is the chief executive of Samuel Phillips Law Firm, a chartered marketer and a fellow of the Chartered Institute of Marketing. In addition, he is a mentor to business executives and runs his own marketing consultancy and smartphone application company. His early career saw him spend ten years with global travel company Thomas Cook where he headed the project team to build a new money transfer product, Moneygram. Following this successful launch, David joined US telecoms giant AT&T as head of marketing for the 'Systemedia Division'. For the past 16 years, David has worked closely with the legal sector and has featured in articles in The Lawyer and the Law Society Gazette where he is also a book reviewer. His interest in social media started with the need to keep up with two teenage daughters on MSN Messenger, Facebook and Myspace. Over time, David identified, as many have done, the potential of the medium and now manages a variety of accounts that include Facebook, Twitter, LinkedIn, YouTube, Vimeo, Foursquare, Instagram, Flickr, Tumblr, Quora, Qype, Audioboo and WordPress. He is also part of the beta testing group currently reviewing and making use of Google+. Despite business interests and social media taking a large part of David's time, he still finds a spare moment to take part in the odd run. To date he has completed 11 half marathons and is scheduled for his 12th before the end of 2011. David is married and lives in the north east of England with his wife, Jo, and three children.

Social Media Marketing for Law Firms

Laud, David
Heftet / 2011 / Engelsk
Laud, David
Heftet / 2011 / Engelsk
Nettpris:
Ikke i salg
Linked-In, Facebook, Twitter, Google+, YouTube, StumbleUpon, Flickr - Is your firm fully utilising the potential that new technologies have to offer? Those bold enough to engage are already claiming success in the form of new clients, stronger relationships and new business opportunities. So what can social media do for you? Written by David Laud, chartered marketer and law firm CEO, Managing Partner's Social Media Marketing for Law Firms report introduces key social media tools and explains how they can deliver value within your firm as part of a tailored social media strategy. It examines the appropriate use of prominent platforms including Twitter, LinkedIn and Facebook for law firms and suggests useful applications to ensure you get the most out of each. Practical guidance, tips and insights are provided throughout the report to help you understand and maximise the opportunities that social media present for your firm, including: * How social media is changing the way your clients communicate; * The key differentiators between social media platforms in terms of use, behaviour and trends; * How to create a profile, communicate and grow your network on each major platform; * Where to concentrate your efforts to generate the best return for your firm; * How to utilise tools and apps to ensure you are reaching your intended audience; * How to review your firm's business plan to ensure that your social media initiatives support your firm's overall aims; * How to implement a project plan to ensure the initiative meets its goals; * How to mitigate the risks associated with social media use - reputational damage, reduction in staff productivity and loss or leakage of sensitive information; and * How to implement an effective social media strategy and overcome the common obstacles to success. Real-life case studies Find out how Samuel Phillips, Morton Fraser Solicitors, Doyle Raizner, Womble Carlyle Sandridge & Rice, PLLC, Brett Oaten Solicitors and CBW are successfully using social media as a strategic marketing and communication tool, along with the key pitfalls to avoid. You will also find useful appendices - A jargon-buster glossary and a sample communications and equipment policy which can be adapted and implemented immediately within your firm.
Les mer
Social Media Marketing for Law Firms will assist you in understanding and maximising the opportunities that social media tools present for your firm.
Executive summary...VII About the author...IX Acknowledgements...XI Foreword...XIII Part One: Introducing social media as a marketing tool for lawyers Chapter 1: An introduction to social media...3 Social media platforms explained...3 In the beginning... ...3 Technology...7 Web 2.0...8 Statistics...10 Behaviour...11 Trends...15 Chapter 2: The importance of social media for law firms...21 The changing patterns of client communication and interaction...21 Examples of other sectors' usage of social media...22 Commercial and private client scenarios...25 Profiles, networks, circles, groups, friends and followers...28 Chapter 3: A strategic approach...33 Reviewing your business plan...33 Assembling a social media team...34 Goal setting...36 A social media plan to succeed...38 Implementation of the plan...38 Choosing the right platform(s)...40 Implementation phases...41 Marketing pick and mix...43 Chapter 4: Measurement and analysis...45 What does social media success look and feel like?...45 Tools...46 Reporting and communication...48 Chapter 5: Managing the risks of social media usage...51 Risk and reputation...51 Staff engagement...53 Guidelines...54 An example communications and equipment policy...57 Chapter 6: Putting plans into practice...67 Step by step...67 Obstacles to success...69 Time and team management...72 It's time for action...73 Chapter 7: The future...75 Smartphone apps...75 Part Two: Case studies Case study 1: Samuel Phillips Law Firm...79 Social media and Samuel Phillips...79 Case study 2: Carter Backer Winter LLP...83 Definition of the problem...83 Research and competitor review...83 What we changed...83 Results...84 Case study 3: Morton Fraser LLP...85 Case Study 4: Doyle Raizner LLP...87 Use of social media...87 Effective steps in using social media...88 Case study 5: Womble Carlyle Sandridge & Rice, PLLC...91 Our firm's structure and markets...91 Overview of social media strategy...91 Activities taken and outcomes...91 The place of social media in our practice...93 V Social Media Marketing for Law Firms Case study 6: Brett Oaten Solicitors LLP...95 The benefits of using social media applications...95 Part Three: Appendices Appendix 1: Applications...99 Appendix 2: Useful links and further reading...101 Appendix 3: Glossary and jargon translation...103 Index...111
Les mer
WANT TO KNOW YOUR TWEETS FROM YOUR BLOGS? SOCIAL MEDIA MARKETING FOR LAW FIRMS BY DAVID LAUD I remember the panic in the eyes of one of my colleagues as we were given training on our shiny new iPhones. Getting to grips with smartphones is nothing compared to getting to grips with social media, unless you have teenagers in the house, in which case you are likely already to be far too familiar with the impact of Facebook and Twitter. I sense a lot of heads in the sand around social or new media in the legal profession and David Laud's book will be a very useful resource for those willing to take their heads out of the sand for long enough to recognise that law firms need to embrace it. David brings the very useful perspective of experience working with lawyers and law firms and this shines through throughout the book, in which he provides sound advice as to how to introduce the topic of social media and means of winning over the sceptics. His book sensibly puts social media in perspective, ie not as a significant sales channel on its own but as one of any number of marketing initiatives which a firm should be undertaking. His approach of taking a firm back to basics on their business plan and ensuring that all marketing is aligned with that plan and ensuring that social media sits as part of this plan is important. The book provides simple explanations of the various social media, which are likely to be most relevant and how a law firm might use them. I like the fact that, whilst the book is not jargon free, it does provide a glossary and the top tips which are scattered through the book are all useful and practical. With advice on implementation, examples of a social media plan and sample policy, I think this book gives an excellent introduction and is a practical handbook for any lawyer or member of the marketing team of a firm looking to embrace social media. Linda Urquhart, Chairman, Morton Fraser November 2011
Les mer

Relaterte produkter

Linked-In, Facebook, Twitter, Google+, YouTube, StumbleUpon, Flickr - Is your firm fully utilising the potential that new technologies have to offer? Those bold enough to engage are already claiming success in the form of new clients, stronger relationships and new business opportunities. So what can social media do for you? Written by David Laud, chartered marketer and law firm CEO, Managing Partner's Social Media Marketing for Law Firms report introduces key social media tools and explains how they can deliver value within your firm as part of a tailored social media strategy. It examines the appropriate use of prominent platforms including Twitter, LinkedIn and Facebook for law firms and suggests useful applications to ensure you get the most out of each. Practical guidance, tips and insights are provided throughout the report to help you understand and maximise the opportunities that social media present for your firm, including: * How social media is changing the way your clients communicate; * The key differentiators between social media platforms in terms of use, behaviour and trends; * How to create a profile, communicate and grow your network on each major platform; * Where to concentrate your efforts to generate the best return for your firm; * How to utilise tools and apps to ensure you are reaching your intended audience; * How to review your firm's business plan to ensure that your social media initiatives support your firm's overall aims; * How to implement a project plan to ensure the initiative meets its goals; * How to mitigate the risks associated with social media use - reputational damage, reduction in staff productivity and loss or leakage of sensitive information; and * How to implement an effective social media strategy and overcome the common obstacles to success. Real-life case studies Find out how Samuel Phillips, Morton Fraser Solicitors, Doyle Raizner, Womble Carlyle Sandridge & Rice, PLLC, Brett Oaten Solicitors and CBW are successfully using social media as a strategic marketing and communication tool, along with the key pitfalls to avoid. You will also find useful appendices - A jargon-buster glossary and a sample communications and equipment policy which can be adapted and implemented immediately within your firm.
Les mer
Social Media Marketing for Law Firms will assist you in understanding and maximising the opportunities that social media tools present for your firm.
Executive summary...VII About the author...IX Acknowledgements...XI Foreword...XIII Part One: Introducing social media as a marketing tool for lawyers Chapter 1: An introduction to social media...3 Social media platforms explained...3 In the beginning... ...3 Technology...7 Web 2.0...8 Statistics...10 Behaviour...11 Trends...15 Chapter 2: The importance of social media for law firms...21 The changing patterns of client communication and interaction...21 Examples of other sectors' usage of social media...22 Commercial and private client scenarios...25 Profiles, networks, circles, groups, friends and followers...28 Chapter 3: A strategic approach...33 Reviewing your business plan...33 Assembling a social media team...34 Goal setting...36 A social media plan to succeed...38 Implementation of the plan...38 Choosing the right platform(s)...40 Implementation phases...41 Marketing pick and mix...43 Chapter 4: Measurement and analysis...45 What does social media success look and feel like?...45 Tools...46 Reporting and communication...48 Chapter 5: Managing the risks of social media usage...51 Risk and reputation...51 Staff engagement...53 Guidelines...54 An example communications and equipment policy...57 Chapter 6: Putting plans into practice...67 Step by step...67 Obstacles to success...69 Time and team management...72 It's time for action...73 Chapter 7: The future...75 Smartphone apps...75 Part Two: Case studies Case study 1: Samuel Phillips Law Firm...79 Social media and Samuel Phillips...79 Case study 2: Carter Backer Winter LLP...83 Definition of the problem...83 Research and competitor review...83 What we changed...83 Results...84 Case study 3: Morton Fraser LLP...85 Case Study 4: Doyle Raizner LLP...87 Use of social media...87 Effective steps in using social media...88 Case study 5: Womble Carlyle Sandridge & Rice, PLLC...91 Our firm's structure and markets...91 Overview of social media strategy...91 Activities taken and outcomes...91 The place of social media in our practice...93 V Social Media Marketing for Law Firms Case study 6: Brett Oaten Solicitors LLP...95 The benefits of using social media applications...95 Part Three: Appendices Appendix 1: Applications...99 Appendix 2: Useful links and further reading...101 Appendix 3: Glossary and jargon translation...103 Index...111
Les mer
WANT TO KNOW YOUR TWEETS FROM YOUR BLOGS? SOCIAL MEDIA MARKETING FOR LAW FIRMS BY DAVID LAUD I remember the panic in the eyes of one of my colleagues as we were given training on our shiny new iPhones. Getting to grips with smartphones is nothing compared to getting to grips with social media, unless you have teenagers in the house, in which case you are likely already to be far too familiar with the impact of Facebook and Twitter. I sense a lot of heads in the sand around social or new media in the legal profession and David Laud's book will be a very useful resource for those willing to take their heads out of the sand for long enough to recognise that law firms need to embrace it. David brings the very useful perspective of experience working with lawyers and law firms and this shines through throughout the book, in which he provides sound advice as to how to introduce the topic of social media and means of winning over the sceptics. His book sensibly puts social media in perspective, ie not as a significant sales channel on its own but as one of any number of marketing initiatives which a firm should be undertaking. His approach of taking a firm back to basics on their business plan and ensuring that all marketing is aligned with that plan and ensuring that social media sits as part of this plan is important. The book provides simple explanations of the various social media, which are likely to be most relevant and how a law firm might use them. I like the fact that, whilst the book is not jargon free, it does provide a glossary and the top tips which are scattered through the book are all useful and practical. With advice on implementation, examples of a social media plan and sample policy, I think this book gives an excellent introduction and is a practical handbook for any lawyer or member of the marketing team of a firm looking to embrace social media. Linda Urquhart, Chairman, Morton Fraser November 2011
Les mer

Produktdetaljer

ISBN
9781907787911
Publisert
2011-09-30
Utgiver
Vendor
Ark Group
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
111

Forfatter
Laud, David

Biographical note

David Laud is the chief executive of Samuel Phillips Law Firm, a chartered marketer and a fellow of the Chartered Institute of Marketing. In addition, he is a mentor to business executives and runs his own marketing consultancy and smartphone application company. His early career saw him spend ten years with global travel company Thomas Cook where he headed the project team to build a new money transfer product, Moneygram. Following this successful launch, David joined US telecoms giant AT&T as head of marketing for the 'Systemedia Division'. For the past 16 years, David has worked closely with the legal sector and has featured in articles in The Lawyer and the Law Society Gazette where he is also a book reviewer. His interest in social media started with the need to keep up with two teenage daughters on MSN Messenger, Facebook and Myspace. Over time, David identified, as many have done, the potential of the medium and now manages a variety of accounts that include Facebook, Twitter, LinkedIn, YouTube, Vimeo, Foursquare, Instagram, Flickr, Tumblr, Quora, Qype, Audioboo and WordPress. He is also part of the beta testing group currently reviewing and making use of Google+. Despite business interests and social media taking a large part of David's time, he still finds a spare moment to take part in the odd run. To date he has completed 11 half marathons and is scheduled for his 12th before the end of 2011. David is married and lives in the north east of England with his wife, Jo, and three children.

Relaterte produkter