Creating and Implementing Microsites - BDI 5/9/13 Social Media Marketing for Law Firms Summit

© 2013 Labaton Sucharow LLP. All rights reserved.
Case Study:
Creating and Implementing Microsites
BDI – Social Media Summit for Law Firms
Presented by: Jennifer S. Bankston, CMO, Labaton Sucharow LLP
May 9, 2013

2© 2013 Labaton Sucharow LLP. All rights reserved.
“20% of enterprises that employ social media
beyond marketing will lead their industries in
revenue growth by 2015” – Gartner
Social Media is a part of the mix; it is not the solution
BUT, MORE IMPORTANTLY,
REMEMBER…

Who We Are
• One of the oldest, largest and most
successful firms specializing in
securities and complex litigation
• Recovered more than $2 billion for
investors in 2012
• We vigorously fight for shareholder
rights and seek to implement
corporate governance reforms
• More than 100 attorneys, plus:
– professional investigators/forensic
accountants
– securities/financial analysts
Marketing, business
development and public
relations are critical
components to help keep
us positioned among the
top in our key fields

What Was Our Challenge?
• Challenge = Effectively present our attorneys’ thought leadership
to our target audiences
• Solution = Marrying our strong integrated approach to marketing,
business development and PR
• Solution = Developing a collection of insights + analyses that
were relevant and tied to our brand

Content Marketing Planning
Develop creative
competence (authenticity,
storytelling, and artistic vision)
Hone technical skills
(especially video production)
Enable and support
360-degree environment in
social-media usage
Coordinate and channel
activities within span of control
Understand cross-
platform dynamics
and what causes
messages to go viral
Build and sustain a
body of social followers
Balance vertical
accountability and
horizontal collaboration
Leverage social media for
key business functions
Monitor dynamics of
social-media industry
Understand cultural
and behavioral impact
Create resonance via
selective replies/linking
Make sense of the noise
through intelligent filtering
Source:
McKinsey

Assessing Your Social Media Tools
Factors to Consider:
• Who is your audience?
• Does your story matter to
your audience?
– Timing
– Perception
• Have you identified the right
places to tell your story?

Average Time Spent Per Day with Major Media
by US Adults, 2009-2012 (in minutes)
Today, the numbers tell us something
different about reaching our audience(s)
2009 2010 2011 2012
TV 267 264 274 278
Online 146 155 167 173
Radio 98 96 94 92
Mobile (nonvoice) 22 34 54 82
Print* 55 50 44 38
Newspapers 33 30 26 22
Magazines 22 20 18 16
Other 44 47 45 36
Total 632 646 678 699
Note: time spent with each medium includes all times spent with that
medium, regardless of multitasking; for example, 1 hour of multitasking on
a PC while watching TV is counted as 1 hour for TV and 1 hour for online;
*offline reading only
Source: eMarketer, Oct 2012 146097 www.eMarketer.com

• In order to meet our goals, we decided to create two
microsites as a way to display and organize our attorneys’
publications
• Why? Emails
Calls
Visible
Articles
Conferences
Tweets
Our Solution: Part 1

Case Studies
• Let the photo be the doorway and the words that follow be the
foundation of the house
• Our Solution: Implementing our Knowledge Network and Eyes
on Wall Street

Sharing

Our Results
Sample leveraging of
Knowledge Network:
• Public Relations
• Meetings
• Conferences
• Other Activities

Our Solution: Part 2 – Social Media Plan
To maintain
position as leaders
in our space
Build a good network
of followers; start with
journalist list,
fellow speakers
Find media
opportunities
i.e.: speaking, writing,
appearances, meetings
with journalists/media
Increase relevant,
targeted profile traffic
Mission: Why are
we doing this?
Goals: What do we
want to accomplish?
Strategies: How will we
achieve our goals?
Follow reporters, thought
leaders, organizations
related to our “mission”
Substantive content;
frequency (at least
x times/week/account)
Social media engagement
with followers and people
we wish to be followers
Engage with high-caliber
Tweeters based on Klout;
participate in discussions to
serve as a thought leader
Tweet links directing to
your site when possible
Measure and review
analytics; adjust strategy

Integrating other social media platforms (Beta)
Our Solution: Part 2 – Social Media Plan (cont’d)

• Create an editorial calendar
– Plan a month or more in advance
– Ensure you are covering multiple platforms and formats
– Repurpose content
• Twitter can get news out instantly
• So timing is key
– What can the marketing department tweet without approval?
– What type of tweets must be approved in advance?
– What should be the channel of approval?
Editorial Calendar and Internal Approval Process

Take Away Tips –
Creating and Implementing a Social Media Plan
• If your goal is to be an industry leader,
think about what you would want to read
• Aim for personalized, unique content
that is informative, provides advice and educates
• Create an editorial calendar/daily log
• Coordinate with PR campaigns and relevant
marketing and business development activities
• Establish best practices and analyze metrics to assess engagement
levels – measure, analyze and adapt across all platforms

Your Homework / Q&A
What are your goals?
• Who are your audiences?
• How diverse are your content topics?
• What type of resource
are you looking to be?

Contact Information
Jennifer S. Bankston
CMO, Labaton Sucharow LLP
Email: jbankston@labaton.com
Twitter: @Jenn_Bankston
LinkedIn: www.linkedin.com/pub/jennifer-s-bankston/46/a80/753/

Creating and Implementing Microsites - BDI 5/9/13 Social Media Marketing for Law Firms Summit

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Creating and Implementing Microsites - BDI 5/9/13 Social Media Marketing for Law Firms Summit