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Alabama State Bar Social Media Marketing for Lawyers (Ethics)

Alabama State Bar Social Media Marketing for Lawyers (Ethics). Eric Anderson, Alabama State Bar 5 th Annual Construction Law Summit CLE December 4, 2018. But Before We Get Started…. LRS (Lawyer Referral Service) Join Sections Member Benefits Local Hospitality Orlando Employee Discounts

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Alabama State Bar Social Media Marketing for Lawyers (Ethics)

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  1. Alabama State BarSocial Media Marketing for Lawyers (Ethics) Eric Anderson, Alabama State Bar 5th Annual Construction Law Summit CLE December 4, 2018

  2. But Before We Get Started… • LRS (Lawyer Referral Service) • Join Sections • Member Benefits • Local Hospitality • Orlando Employee Discounts • Avis Budget Group • Conference America

  3. Why Online Marketing?

  4. Why Online Marketing? • Millennials: • 18-33 • Many are moving into middle management/corresponding incomes • Raised on mobile devices not phones • Average 100+ texts/day • 2/3 rather text than speak to someone on the phone • They knew Amazon the retailer before Amazon the river • 75% are on social media

  5. Why Online Marketing? • In a single internet minute today: • 481,000 Tweets • 973,000 FB Logins • 174,000 Scrolling Instagram • 3.7 million search queries on Google • 187 million emails sent Source: internet live stats

  6. Why are Websites & Design Critical? • Foundation of professional online presence • Open 24/7 • First impressions… • Potential clients – going online to find/compare • Facts: • Google search – 3.7 million/minute • You have <10 seconds

  7. User Experience < 10 seconds • Goals: • Capture their interest • Who you are • What you do • Why should they hire you • Call to action

  8. Key Components – What am I looking for? • Name/”Brand” • How can I contact you? • Can you help me with my problem? • Why should I call you? • Easy to navigate and find what I need • Responsive design

  9. Examples: The Good (lawyerist.com)

  10. The Bad… (abovethelaw.com) How do I contact them?

  11. And the Ugly.

  12. Website: Tools • Content Management System (CMS) • Yoast SEO • Web hosting • Google Analytics • Blogging • Photography

  13. Website: Content Management Systems (CMS) • What is it? • A CMS is a computer application that supports the creation and modification of digital content. • WordPress is industry standard (FREE) • Web developer can help • Intuitive enough for DIY’ers • #ProTip: Plug-ins

  14. Website: Yoast SEO • SEO – Search Engine Optimization • WordPress plug-in • Easily write page titles and descriptions • Create an XML sitemap to submit to Google Search Console • Helps with organic search rank

  15. Website: Web Hosting • Plenty of options! ($10 - $30/month) • Important factors: • Security • Site speed • Backups • Customer service • #ProTip: Consider an SSL Certificate

  16. Website: Google Analytics • FREE • Access to wealth of useful info about your website visitors. • Primary Metrics: • Audience • Acquisition • Behavior

  17. Google Analytics: Audience • Insight Into Users of Your Website: • Total Site Visits • Unique vs. Returning Visitors • Pages per Visit • Avg. Time on Site • Demographics • Location • Devices (Mobile vs. Desktop)

  18. Google Analytics: Acquisition • Focus on Sources of Website Users: • Organic Search • Paid Search • Social • Referral • Direct

  19. Google Analytics: Behavior • User behavior on your website • Pages that generate the most traffic • Evaluate user patterns • Evaluate new content • Most popular page on ASB website?

  20. Google Analytics –ASB October 2017 • 300,000+ Page Views • 79,300 Sessions • 34,239 Users • Most Popular Pages: • Homepage - 21.14% • Find A Member – 16.58% • Member Dashboard – 10.99% • No other page over 4%

  21. Website: Blogging • Why? Content, Content, Content • Go beyond your contact information • Demonstrate expertise/knowledge • No names please • Do not talk about clients without their consent • Examples: • Keith Lee • Jeremy Richter • Robert Lockwood

  22. Website: Photography • Stock Photos • DIY • Professional Photographer • Build a Portfolio • Individual attorneys and staff • Team photos • Candid shots • Interior & exterior office photos

  23. Ethics of Websites • Few specifics • Stating the Obvious: The rules still apply. • Advertising (Rules 7.1-7.3) • Invitations to email or contact, chat windows, etc., and potential conflicts (Rules 1.6-1.10) • If in doubt, contact our Ethics Counsel – Tripp Vickers: tripp.vickers@alabar.org.

  24. Ethics of Websites • Alabama Ethics Opinion 1996-07 • Rules focus on content, not means • Information available on internet subject to rules. • Advertising • Solicitation

  25. Social Media

  26. Twitter: 10 Tips in 10 Minutes(or so)

  27. Twitter: Tip #1 – Join

  28. Tip #2: Set Up Your Profile

  29. Bonus Tip: Don’t Be an Egg

  30. Profile Pictures Are Important

  31. Profile Pictures Are Important

  32. Tip #3: The Rule of Thirds • 1/3 of your time promoting others • 1/3 of your time promoting yourself • 1/3 of your time engaging/entertaining

  33. Promoting Others • Retweet and Like to show you care • #GoldenRule • Demonstrate Value: share the interesting/ informative • Follow Friday • Check your Notifications

  34. Follow Friday (on Thursday) • @associatesmind #AwardWinning • @richterjw #AwardWinning • @judgedillard #AwardWinning • @AlabamaStateBar • @ABAJournal #AwardGranter

  35. Promoting Yourself • Share the things that your firm is doing professionally and in the community • Blog Posts • Activities • #LawyersRenderService • #LawyersGiveBack • #BetterBar

  36. Bonus Tip: Use #HashTags • #dontbeexcessive • #buthashtagshelp • #andhelpyouconnectwithyouraudience • #savesspace • #coolkidsaredoingit • See – too many are annoying • Use discretion and caution

  37. Engage & Entertain • Start a conversation (Reply/Quote Retweet) • #appellatetwitter #lawtwitter • Polls? Yes or No? • Humor (with discretion) works • Know your tribe

  38. Tip #4: GIFs – Yes or No

  39. Tip #4: GIFs

  40. Tip #4: GIFs • Why? • Allow you to succinctly convey emotion/reaction • Connect with common experience • How? • Twitter – built-in for Tweets/Replies. • No go when Quoting Tweets.

  41. Tip #4: GIFS within Twitter

  42. Tip #4: GIFs – Other Options • GIF Websites: • https://giphy.com/ • https://www.reddit.com/r/gifs/ • http://www.reactiongifs.com/

  43. Tip #5: Pictures/Memes • Memes are captioned photos that are intended to be funny (normally).

  44. Successful Memes

  45. Tip #5: Pictures/Memes • Why use them? • Humor • Convey emotion/message visually • Tag other users • Pictures (and video) draw attention: #VISUALSGOOD • Create your own from your photos • Meme Generator Tools

  46. Tip #5: Memes • Generators/Sources: • https://memegenerator.net/ • https://www.reddit.com/r/memes/ • https://imgflip.com/memegenerator • https://imgur.com/memegen • http://www.quickmeme.com/

  47. Tip #5: Pictures/Memes

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