"Strategy and Social Media: Standing out in a Crowd." A CLE, Ethics, and branding presentation. Including info re improving your Google+, LinkedIn, Wikipedia, Avvo, Quora, Yelp reviews etc. © 2014 Fishman Marketing, Inc.
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The slides from Ross Fishman's popular program for lawyers and law firms, "Strategy, Branding, and Social Media: Standing out in a Crowd." It includes tips re Google+ LinkedIn Wikipedia Avvo Quora Yelp reviews etc. Presented at the Litigation Counsel of America (LCA), NALP, Association of Accounting Marketing (AAM), and the Association of Legal Administrators (ALA). © 2014 Fishman Marketing, Inc.
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Semelhante a "Strategy and Social Media: Standing out in a Crowd." A CLE, Ethics, and branding presentation. Including info re improving your Google+, LinkedIn, Wikipedia, Avvo, Quora, Yelp reviews etc. © 2014 Fishman Marketing, Inc.
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"Strategy and Social Media: Standing out in a Crowd." A CLE, Ethics, and branding presentation. Including info re improving your Google+, LinkedIn, Wikipedia, Avvo, Quora, Yelp reviews etc. © 2014 Fishman Marketing, Inc.
- 1. LCA Terranea Strategy and Social Media: The Latest Trends in Ethics & the Internet !"#$%&"'()*+,-".,/012-34"5-67"" 819:"%;<&=>?@ABC5D@"""E/F))G)*+,-" H1I:"'()*+,-.,/012-376F+"" J9F3:"'()*+,-.,/012-376F+>I9F3""
- 2. Two types of Internet searches •! Organic search –! K5"-11L",-",L+(/,9MN"9,ON1/"?,O,(("O*F"/1P/1)1-M)" (-QR/1L")1,+1-"(-"SF-1)"A6M"6,)1)7T" –! U1V-3"WFR-L"F-"UFF391" •! !"#$%&'"()*("+,-./*0#.,(+1!234+ •! Secondary reference –! K5XY1"*1,/L"/1,99N"3FFL"M*(-3)",IFRM"A99,-"Z9,319"" 5XL"9(01"MF"91,/-"+F/1",IFRM"*(+7T" 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 3. Two types of Internet searches •! Organic search –! K5"-11L",-",L+(/,9MN"9,ON1/"?,O,(("O*F"/1P/1)1-M)" (-QR/1L")1,+1-"(-"SF-1)"A6M"6,)1)7T" –! U1V-3"WFR-L"F-"UFF391" •! !"#$%&'"()*("+,-./*0#.,(+1!234+ •! Secondary reference –! K5XY1"*1,/L"/1,99N"3FFL"M*(-3)",IFRM"A99,-"Z9,319"" 5XL"9(01"MF"91,/-"+F/1",IFRM"*(+7T" AB#(+!B#)B"+B#CD"$+%&*%#),+ 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 4. Telling your story online Whom do you want writing on your bathroom wall? Who has your best interest at heart?
- 5. Telling your story online •! Own your reputation •! Be proactive –!8FF9"IN"MFF9" •! Some info already exists, create the rest •! How hard is it? –!C1MX)")11[" 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 8. Start now Get ahead of the Internet
- 9. The Internet will tell your story anyway. Control the process. Tell your story. 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 10. Ethics Break
- 11. Yelp Sues Firm that Posted Fake Reviews •! Yelp sued a bankruptcy law boutique •! Alleged that firm posted fake glowing Yelp reviews about itself •! Violated CA’s consumer-protection laws? –!K8*1".6.(99,-"C,O"U/FRPd)"1eF/M)"MF"+()91,L" 6F-)R+1/)",/1"P,/26R9,/9N"I/,f1-"3(Y1-"M*1N"*,Y1" M,/31M1L"YR9-1/,I91"6F-)R+1/)"g"(-L(Y(LR,9)"W,6(-3" I,-0/RPM6N",-L"9FF0(-3"WF/"913,9"/1P/1)1-M,2F-7T" •! !"#$%&'%()(*##+,%-+.%/012$3+4#"5+EF67F8G+ 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 12. “Astroturfing” (fraudulent reviews) •! NY’s Attorney General: –!K%a"6F+P,-(1)"*(/1L"O/(M1/)"MF"O/(M1"W,01",L)4" /1Y(1O)",M"h%7$$";"h%$"P1/"/1Y(1OT" –!i19P4"UFF391"CF6,94"`(MNZ1,/6*"" •! “Slam dunk” for bar discipline –!KDF"W,9)1",LY1/2)(-34"9N(-34"F/"L161(MT" –!DF"+(23,2F-" " 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 13. Google Searches
- 14. What does Google like? •! Your website •! Wikipedia articles •! Blogs •! LinkedIn profiles •! Google+ profiles •! YouTube videos •! Twitter •! Facebook •! Media mentions •! Bylined articles •! Photo sites –! ](6,),4"'9(60/"ji,*FFk" •! Avvo.com •! Directories –! i199FO"],31)"" –! .,-M," •! Review sites –! i19P4".1/6*,-M"`(/691" –! c(PFec1PF/M76F+" •! Q&A sites –! @737"lRF/," •! Distribution platforms –! SB"ZRP/," –! D,2F-,9"C,O"c1Y(1O" •! Slideshare.net -- PPT slides, .pdfs, & videos © 2014 Fishman Marketing, Inc.
- 15. Ethics Break
- 19. Fast Company on Googling Yourself •! “Why You Should Google Yourself and Not Feel Guilty About It.” –!!"#$%&'()"*+4"&>%>%&" •! “Curation is being aware of how you’re perceived. •! “You want your image to be consistent and what comes up at the top of a search to match that. •! “So, go ahead and Google yourself. Now.” 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 20. What Should You Do?
- 21. So what should you do? •! Create the things that Google likes –!C1,/-"M*1"/R91)4"P9,N"M*1"UFF391"3,+1" •! Tell your story using the weighted tools –!5W"UFF391X)"3F(-3"MF",#-"M*1+4".()/'0-"M*1+" •! Create valuable, meaningful materials –!]R)*"M*1"1+PMN"L(/16MF/(1)",-L"QR-0"MF"P,31)"#"F/"" 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 22. Create “Marketing Monday” •! Every Monday spend your lunch hour online, filling out another marketing tool –!`F-)()M1-M9N4"/13R9,/9N4")N)M1+,26,99N"FY1/"2+1" –!D1O"MFF9"1Y1/N"O110" –!H*(91"O,M6*(-3"8m"" •! Start with the short, easy, impactful ones •! You don’t need many 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 23. Avvo.com
- 26. Avvo - Assignment •! Fill out your Avvo profile •! Play the game –! J1"M*F/FR3*4"6F+P/1*1-)(Y1" –! C()M")P116*1)4"*F-F/)4",O,/L)4",62Y(21)" –! %;#".F-L,N)" •! Include photo •! Request a client Review •! Seek a 9.0-10.0 rating –! ]/F)P16M)"O(99")11"(M",-NO,N7" –! BF"NFR"1--2"9(01","_7^n" 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 28. Compare. . .
- 32. JD Supra Above Law Family Guy Avvo Slideshare 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 34. Google+ Profile
- 35. Create a Google+ Profile •! Create a Gmail (Google email) address –!U+,(9"-161)),/N"WF/"UFF391o"" –!@,)N4"W/11" 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 40. Google+ Assignment •! Create a Google+ profile •! Tell your story •! Fill it out thoroughly, creatively, persuasively –! b)1")M/,M13(6"Z@p"01NOF/L)" –! U1M","K`R)MF+"bcCT"j(717"NFR/"-,+1k" –! 5-69RL1"P*FMF"" •! Link to resources, articles, etc. residing across the Internet •! Upload posts, articles, memos 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 41. LinkedIn
- 42. Stand out •! Profile –!`F+P199(-3"Z@p"*1,L9(-1" –!C()M"NFR/"6R//1-M",-L"9,)M"MOF"PF)(2F-)" –!.,01">")110"c16F++1-L,2F-)" –!5-M1/1)M)",-L"A))F6(,2F-)" –!]1/)F-,9"C(-01L5-"bcC" –!.,01"(M"PRI9(6" L! `F--162F-)"g"%$q"NFR/",31" 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 45. LinkedIn – Assignment •! Draft a complete profile –!"b)1"-,//FO"Z@p"OF/L)"" •! Use Status updates •! Applications –!@737"Z9(L1)*,/1"" •! Upload your contacts •! Seek Recommendations •! Join / Create Groups 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 46. Quora – Q&As
- 50. Quora - Assignment •! Identify a narrow practice area, niche, or issue where you’d like to be known •! Find and answer a Quora question –!8*FR3*rR94"M*F/FR3*"/1)PF-)1" –!b)1"9FM)"FW"Z@p"01NOF/L)" •! Repeat –!A-)O1/","W1O"sR1)2F-)" –!#$"+(-RM1)" 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 51. Ethics Break
- 52. Can you look up jurors on social media? •! Lawyers can look up jurors on social media –!1737"',61IFF04".NZP,614"C(-01L5-",-L"8O(t1/4" •! Can’t connect with them –!AJA"1M*(6)"FP(-(F-" •! May not communicate directly with jurors –!`,-XM",)0"MF"KW/(1-LT"M*1+"F-"',61IFF0" –!AJA"`F++(t114"@M*(6)",-L"]/FW1))(F-,9()+" 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 55. JD Supra - Assignment •! Create a JD Supra profile •! Upload an article on your most-important practice or industry topic –!5-69RL1"9FM)"FW"Z@p"01NOF/L)" •! Fill out the Title, Description, and Tags carefully 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 57. Slideshare - Assignment •! Create a Slideshare.net account •! Upload an article and PPT presentation –!'(99"FRM"M*1"8(M914"B1)6/(P2F-4",-L"8,3)"6,/1WR99N" –!b)1"Z@p"01NOF/L)" 5+6789+:*;&/#(+<#$=".()>+?(%@+
- 62. Need a new website or marketing upgrade? Marketing training? Please call any time! cF))"'()*+,-4"SB" M23>+:*;&/#(+<#$=".()++ N8@E9O@9G6@GP9Q++ $,;;RS;&/#(/#$=".()@%,/+ CCC@S;&/#(/#$=".()@%,/+ + 3,4#5/.4-%61%120%7#189%%%+ +CCC@S;&/#(/#$=".()@%,/FI9F3" + `F--16M+C*J&+T;U+ +8O(t1/:+R$,;;S;&/#(++ +C(-01L5-7%,/F*(F$,;;S;&/#(+ + 5+6789+:*;&/#(+<#$=".()>+?(%@+