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Meghan

Fisher, Cameron W aterhouse, Giovanna Angulo, Brooke Witherow, Mackenzie Andrillon, Nicole Eisenmann

Orange County Bar Association: Social Media Proposal


Ask not what you can do for OCBA.


Ask what OCBA can do for you.

Background
The Orange County Bar Association is a not for profit association of attorneys
coming together to network and do good for the orange county area. The Orange County
Bar Association (OCBA) was founded in 1933 for young and veteran lawyers looking for
a place to connect with others with an inexpensive membership fee. The OCBA office is
conveniently located in Downtown Orlando and it is very close to the Orlando
Courthouse. This helps to get big key players to come to events that are held by the
OCBA.
According to the Orange County Bar Associations (OCBA) website, their
mission statement is one of many parts including to promote honor, dignity, truth and
professionalism within the legal community, and improvements in the law and aid in the
administration of justice. As well as enhance the delivery of and access to quality legal
services, educate the public about the legal system, provide for an inclusive bar; and
promote camaraderie, a forum for discussion on issues pertaining to the legal system and
education for its members.
An OCBA membership comes with many benefits including nine free luncheons,
nine free issues of The Briefs magazine, Exclusive, low-cost Lawyer Referral &
Information Service membership to build your practice, online Career Center postings at
member discount, free members-only access to our online Membership Directory and
Lawyer-to-Lawyer Specialty Index, free membership in committees and sections, free
registration or discounts to OCBA's social events, discounts on CLE seminars, CDs and
DVDs, advertising and mailing lists, priority scheduling for OCBA center facilities
rental, a variety of vendors and benefit providers in our Vendor Marketplace, and
eligibility to join the OCBA Members-Only LinkedIn Group (Membership Benefits).
Some of the aforementioned key players that hold an Orange County Bar
Association include lawyers, paralegals, county judges, law students, general employees
of the OCBA and any other publics that interact with the OCBA. These stakeholders can
range from current members to past presidents and even future members.
Business Goals:
This organization really admires their members and wants them to feel happy with
their choice to join the association so the main business goal is to keep members
informed and engaged through their social media and events. Most of the OCBA social
media platforms are directed towards members and informing them on events they are
holding, such as the OCBA 5k Law Day and the 2015 gala, so that current members can
participate and remain informed about such events.
Increase current membership engagement
Have more membership signups
Increase member retention
Statement of Problem:
The social media platforms are very one way. We want to build membership
engagement and use content curation and the 70/30 rule. Right now, it is all mostly
created content but in order to seem trusted and hold weight in the community, they
should be posting articles from key players in the industry to give people a reason to
retweet and get the OCBA name out there. The new quote retweet function on twitter is a
great way for them to add a tidbit as well as adding a prominent article.

The Orange County Bar Association wants to use their Facebook, Twitter and
LinkedIn almost exclusively for their members so we must put things to have them
engaged and using it as a resource. The OCBA Twitter has very few followers and
therefore very little engagement. This is a problem because there is a person using their
time and resources to update it with very little return on investment. The Facebook has
many more followers but still the same one-way communication as the Twitter has. We
want to use this as an opportunity to cross platforms and promote them on each other on
occasion as well as making it a better return on investment.
We also want to take on the problem that the OCBA social media platforms are
usually only beneficial to current members. We believe this is a problem because they
still need to use it to let non-members learn what the Orange County Bar Association can
do for them and what they can offer to members. Having people retweet and share their
content will allow their friends and colleagues to inquire about the OCBA.
The OCBA does not have a Google+ page set up yet and this can affect them
because 94% of Top 50 law firms have a Google+ page. This means that many attorneys
and lawyers are on Google+ and this could open a new reservoir of attorneys looking to
be a part of an association like this one. It also shows that people who are looking for a
lawyer or attorney are turning to Google+ pages and the Orange County Bar Association
has a lawyer referral service that could be used by these people. It has a very reputable
name and people could trust it more than others.
Research Methodology:
We must research current Orange County Bar Association members. See what
they truly enjoy about their membership and what would make them engage with
the social media platforms. We can send out a survey through Survey Monkey to
save money and get results of peoples thoughts.
Assess what key stakeholders in the Orlando attorney world know about the
Orange County Bar Association. Get their attitudes toward it and if they know
what a membership can offer.
Identify what our followers have been interacting with on our current social media
sites.
Identify what time our followers interact most with our current social media sites.
Identify best social media to reach active members with such as: Facebook,
Twitter, LinkedIN, etc.
SWOT:
Strengths:
o Large member base (3,500+) made of who have achieved regional, state
and national recognition for their professionalism, integrity, knowledge
and just application of the law.
o offers a wide variety of programs, committees and public service
opportunities that will enhance their career and personal goals.
o Location is in a large metropolitan area in close proximity to courthouse
and many public officials.
o Create personal and business relationships with colleagues through the
many events provided with a membership.

o
o

Members are required to do pro bono work as part of their membership,


which helps the community.
Functioning for 82 years now, therefore have a trustworthy name.

Weaknesses:
o Member base tends to be advanced in years (older) and not as familiar
with social media as younger members of society.
o Cost/ Pro Bono work needed to sign up might detour new members.
Lawyers make enough money to pay the extra fee if avoided and therefore
save time when they dont have to do any pro bono work.
It seems more like a hassle than a reason to do something good.
o Less than half of the members have liked the Facebook page.
o Members are portrayed or thought of as being stuffy and not familiar
with the pop culture that is usually used in social media.
o Limited/no budget.
o Not enough benefits in attending the nine free events given by the
membership.
o Have a difficult time promoting events with past photos, as they have to
get permission from each person in the photo.
o No past social media campaigns to compare and contrast.
o Website doesnt display the links to their social media outlets.

Opportunities:
o With growing numbers of mature-aged audiences joining social media (i.e.
Facebook, LinkedIn, etc.), huge opportunity to attain new social media
followers.
o Pro bono work easily puts the OCBA name out there, if they can
emphasize that more it.
o Problem: Twitter has links for flyers and not actual flyer Opportunity:
Save photo and post it to tweet separately to add color and be engaging to
the eye and have people open it
Brochures and pamphlets have great visuals and designs so they
have the ability to make engaging attachments and posts.
o Problem: Not enough engagement from current members; it is a very one
way conversation when social media is meant to open conversation.
Opportunity: get people involved with retweet contests for benefits of
some kind and begin more content curation; post from thought leaders and
create relationships.
Threats:
o Confusion with Orange County Bar Association of California.
o People may not have the money for the initial enrollment fee.
o Competition with other law associations in the Orlando area such as The
Florida Bar Association, The Association of Law Firm, and The Central
Florida Trial Lawyers Association.
o People can choose to simply not join an association at all and believe one
has the power to network by themselves.

o
o

Members dont want to do pro bono work.


Other law associations are more developed on social media.

Communication Goals:
Convince attorneys in the Orlando area that the OCBA is a worthwhile investment
that will lead to valuable networking opportunities
Show the importance of pro bono work in a big city such as Orlando
Enhance member loyalty to the OCBA
Increase awareness of the OCBA with potential members in mind.
Convey the ROI of an OCBA membership to potential members
Show the importance of following us on social media because we will be giving
away prizes towards members for events as well as spotlights to over 1,000
Facebook followers.
Increase attendance and member participation through social media

OBJECTIVES

Informational
o To increase the number of employees who know about Orange County
Bar Association events through stories in the company newsletter and
social media posts by twenty five percent (to be measured in surveys and
social media likes) by August 2015.
o To increase the percentage of non-OCBA members who may know about
our LinkedIn exclusive profile through members own personal social
media sites from 866 followers to 1,083 with an increase of 25% by
August 2015.
Motivational
o To increase the percentage in OCBA memberships to people who think
pro bono work is a waste of time and money through client spotlights as
well as member spotlights by 20% by August 2015 and 20 more spotlight
videos on our social media sites proving that people enjoy doing pro bono
work and helping those less fortunate through attorney services.
Behavioral:
o Members will retweet 20% more of our tweets on a weekly basis, which
will include articles from key stakeholders and leaders in the attorney
community, by August 2015.
o Members will post or share 2 pieces of content related to the OCBA on
their personal social media sites bringing awareness of the association to
their attorney and non-attorney colleagues by August 2015.
o See an increase of 100% of activity on the OCBA social media sites with
the help of giveaways and spotlights of exceptional members by August
2015.

Key Stakeholders

What all of your publics have in common:
a. Every key stakeholder to the OCBA will be involved in the law in some way.
b. Lawyers, paralegals, law students, general employees at the OCBA
a. Benefits:
i. Generally fall in the same education and intelligence level
1. Makes tailoring messages easier
ii. All held to same standards (standards provided by the Bar)
1. Makes them less of a risk to the organization
iii. They generally hold the same passion in life. The study,
execution and protection of the law.
1. Inspiring them is easier because, they draw their
passion from the same outlet.
Demographics of lawyers in America
a. Age: median 50-60
b. Gender: 70 percent male, 30 percent female.
Publics
1. Non publics
a. Those seeking membership or those who are unaware that
membership is a possibility
i.
What they look like:
1. Certified and practicing lawyers. (Can be recent
graduates)
2. Potential desire to be a member of an organization that
will give them a leg up in the field.
3. Generally not aware of your social media outlets
4. Potentially not aware they are looking to join something
a. Means you can win their trust if you are the first
to convince them that they need you.
5. Desire to make connections, be heard and continue
learning.
a. OCBA offers the connections, continued
education and credibility
2. Latent Publics: Engaging the middle third
a. Members of the OCBA who are involved at the lowest level possible
while still maintaining their membership
b. One of your most important publics.
i.
They are the middle third members who do the bare
minimum and make up the largest percentage of the group.
ii.
Benefits: There are so many of them, they have the potential
to sway their group one way or another. They have the
power to make change happen.
iii. Potential issues: If you never engage them, you loose a lot of
member involvement and possibly their membership
completely.

iv. What they look like:


1. Pay their dues.
2. Rarely, if ever, attend luncheons, social events and
general programming.
3. May or may not follow you on social media
4. Mildly interested in what OCBA has to offer
5. This could mean they are simply not educated on the
benefits offered past INSERT SAME WORD.
6. This is an opportunity to get them involved and make
them active members.

3. Aware publics
a. What they look like:
i. Pay dues, attend events, and participate in extra programming
when they can.
ii. Follow you on social media
iii. Stay updated on general OCBA information and news
iv. Keeping them engaged is key.
1. Dont have the time to be leading members
2. Still want to be recognized for the time they do commit.
3. Rewarding the aware public spreads the most positive
PR for OCBA
a. What this looks like: They read a social media
post about an event, they attend the event, they
bring a promotional item (i.e. a coupon) and get
a free beverage at the event.
Summary: They listened, participated actively and
will do it again because you said thank you.
4. Active publics
a. What they look like:
i. Attend every event and participate in its planning and
execution.
ii. They understand OCBA, they recognize its benefits past
general membership promotions and love what they are a part
of.
iii. You cant forget about them but they are less difficult to
persuade.
iv. They already follow you on social media
v. Most likely like or share your updates and check the portals
regularly.
vi. They are always listening. That means your goal is to keep
them listening but it wont require as much effort.

Key Messages

The City Council of Orlando is a huge part of Orlandos movement in centralized


government as well as participating in making this city one that works together to
achieve a beautiful place to be a part of. They share many of the same not for
profit ideas, as well as trying to work towards a great community. Many of their
county commissioner may play a huge voice as a stakeholder as they are the face
of the council
Joining forces with the City Council of Orlando will offer exclusive benefits and
opportunity to connect with like-minded people willing to do Pro Bono. Council
members Jim Gray as well as Tony Ortiz have established that they are both
highly involved in community work as well as attendance of many events in the
community.
Working with the City Council of Orlando will save OCBA money as their
council members can promote economic expansion and Pro Bono work, and
having their voice may lead to an expansion in the number of members willing to
do Pro Bono work for OCBA. There is an opportunity to save money in event and
board spaces by joining them, and lending space to OCBA.
The City Council of Orlandos voice is to work together as a community and get
involved in many dimensions including government and law as well as potential
Pro Bono work. Jim Grays motto and key to his success has been to, Be a Good
Neighbor. He is certainly a great stakeholder to have in regards to promoting Pro
Bono work, as well as a promising attendance to events being held. Tony Ortiz is
a director of several board committees allowing for the opportunity to reach many
new connections as well as being involved in law fields. This all really ties into
the idea of Ask not what you can do for OCBA, ask what OCBA can do for
you. Having these stakeholders that are a huge part of the community, will allow
them to reach out to those and spread the word of Pro Bono and the idea that we
should all try to Be a Good Neighbor.

Strategies:

Promote Pro Bono work for the community through video testimonials.
o Have members discuss their pro bono cases and explain the positive
effects of doing such cases. This will inspire other members to do the
same and facilitate the change in the general publics attitude toward
lawyers.
Implement Membership Level System.
o This system will be composed of five different tiers of membership status:
(Justice System Levels?) Each tier will offer individual benefits and perks.
A member can increase their membership level through one of two options
(1) Members will steadily gain system points by retaining their member
status; (2) Or by participating in social events. The 1st level will be
available to new or former members and it will offer all the benefits that
come with a current membership.
Offer Incentives for Active Members.

Members active on Facebook will be entered into a monthly raffle for free
social event tickets, a discounted advertisement in the Briefs,
Create a Google+ profile for OCBA.
o Doing so will because it is one of the biggest growing social networks,
especially for professionals.
Host Twitter Give-Aways.
o These events will occur monthly in order to stimulate membership
involvement and encourage use of Twitter. Members will be prompted to
post a picture of them at their favorite social event of the year, (Give away
tickets to important events or discounted ticket prices)
o

Tactics

Reach out to key players in the industry through our social media
o Tweet them about OCBA events and hope them to come out and see what
the OCBA can do and the community it grows. Tweet responses to a
valuable article they share and use a specific hashtag they might have.
Share key players articles about relevant attorney information on our social media
sites to become a trusted source of information to our members
o Sharing articles written by key players in the Orlando attorney industry
will give value to our social media sites for our members and to these key
players. This will become content curation and help the OCBA become
trusted in the Orlando area. Of course, the OCBA is already a very trusted
association as it has been founded since 1933 but this will help in the
modern day to prove their trust to the newer generations.
Create contest giveaways through shares to promote our sites as well as member
loyalty
o Have members retweet a specific tweet, or share a specific hashtag and at
the end of the aforementioned period, pick a random username and give
them a reward. Rewards can range from a book of the month, free drink or
meal ticket at an event, or something from a sponsor. This can also be
used on the Facebook profile.
Create video spotlights and testimonials about what OCBA has done for them and
their families as well as their business life.
o This is meant to bring in solidarity and member engagement as well as
promote the OCBA and what their memberships can do for Orlando
attorneys. We could ask past presidents to start the spotlights and share
their experience and having members explain what the pro bono cases did
for their views on life.
Promote through some traditional media by getting an ad for an event or
membership in the Orange County Courthouse
o Traditional media is still valuable in aspects of return on investment.
Posting an OCBA ad in or near the Orlando courthouse will help get great
coverage to people who are, or need an attorney.
Create a similar campaign such as the ALS Ice Bucket Challenge but call it the
Donate or Wig-Out Challenge

Instead we will have attorneys make donations to a charity of the OCBAs


choosing. If lawyers fail to donate to the charity, they must wear a white
judge wig for the day. Once they post this video it will bring awareness of
the OCBA name and show what the OCBA stands for.
Create a blog with guest writers that would include key players and stakeholders
that otherwise wouldnt be heard on our social media and be a place for people to
pose questions and start discussions.
o This is another way to build up the OCBA name in todays generation as
well as be a formal informal site for the members. We would post blog
posts about news thats happening and having guest writers from the
community write a post biweekly. The blog would also highlight active
and participating OCBA members to help instill the feeling of pride within
current members.
Bi-Weekly Member newsletter
o Will include member spotlights, upcoming events, social media outlets,
which can be sent out in an HTML email with hyperlinks. This will be
made on a website like MailChimp that allows businesses to input and
create their own newsletter at a low price. We will share the signup
landing page and emphasize what will be featured every week on our
social media outlets to attract people to signup.
o Would be great to have an event or promotion only featured in the
newsletter so we can say, here we said to go and retweet this photo or go
to this event and sign in. That means that all of those people who did
those tasks actually read the newsletter and that proves its strength.
o

Timeline
The entire campaign will run for about four months and ideally starting in May to
catch people when they may be spending some vacation days outside of the office and
more time on their social media outlets. This timeline gives people time to not only be on
their social media but also more free time to record the video testimonials and attend
more events.
Research has been conducted and more research will be conducted throughout the
campaign. Including analytics of peoples social media habits on our outlets. We will also
find primary research on how people respond to our social media posts. If nobody posts a
video testimonial days after we post the post including all of the rewards it brings then we
know that people do not like that. We will take that information and use it towards our
future goals and either alter or completely extract that part of the campaign. The analytics
I mentioned earlier are also a very important part to an ongoing campaign for that and
future campaigns. Knowing who likes your posts and at what time they view or comment
helps to tailor your message better to leverage the likes and shares. More shares means
more eyes and coverage towards the Orange County Bar Association pages.
Our tactics will span throughout the entire four months. We want them spread out
and to become regular things that people can look forward to finding on their news
feeds or timelines to enjoy. For example, our OCBA Newsletter will be sent out biweekly meaning we will go through 8 in the campaign timeline. After that we will take
the research again and see the bounce rate and how many people just deleted them to see
if we should keep it, alter our subject lines, or extract it entirely for the future.

Of course, we hope that all of our research comes up with positive results and we
will find that members and non members alike will love our content curation and
creation. We hope to see more people attending events with the rewards they won on our
social media outlets through one of our contests. It would show the success and keep
members happy and updated with todays society.
Budget/Materials

Printing flyers to put in and around the Orlando City Courthouse.


o 400 flyers printed in house with only the cost of reams of paper, which
would approximate $15.
Cost of rewards throughout the four months for social media contests including,
but not limited to, discount on event tickets, free drink ticket at an event, and
OCBA promotional items.
o Most events range from $100-$450 for attendance and if we offer a 20%
discount that would be a loss of $20-$90 for each event that is offered a
discount. A free drink could range from $12-$20 depending on the venue
and event. OCBA promotional items can be in house and could cost $75$100 to produce in bulk.
Graphic Designer
o If possible, someone from inside the OCBA corporate office would be
able to contribute some valuable time to do this or we could employ
someone from Toucan Design found in the Orlando area for a cost ranging
from $150-$300.
Evaluation

Pre-Research/ Post-Research:
o Pre-Research: What we hope to accomplish during the pre-research
evaluation phase is to determine exactly who our audience is and what we
need them to do. By working closely with the OCBA through secondary
research, we hope to discover the demographics and psychographics of of
our target market, the current members of the OCBA. During pre-research,
we will analyzing current members activity with OCBA through social
media, mainly Facebook, Twitter, LinkedIn, etc. These actions will be
completed by primary research such as surveying current members of the
OCBA and the orange county community. By completing pre-research, we
should obtain baseline numbers and estimates of active members and their
demographic of current OCBA members.
o Post-Research: Upon evaluation and post-research of the OCBA
campaign, we hope to find that member activity, as well as registering
members, has drastically increased. Through the analytics of Facebook
and other social media, the OCBAs social media reach and frequency
should have increased among members in the community.
Sales:
o In reference to sales, the OCBAs primary objective is to retain current
members and increase activity rather than obtaining new members

necessarily. Although, the acquisition of new members will not be denied.


In conclusion, we project a consistent level of sales during the campaign
with perhaps a slight raise in membership.
Awareness/Acceptance/Action:
o Awareness will be assessed, during the research phase, through proper
online analytics of activity of OCBAs social media participation. After
the campaign, the post data will be compared to pre-research data to assess
the effects of the campaign on awareness throughout the community. We
hope to discover that awareness of the OCBAs social media presence will
have increased by 25%.
o Acceptance will be determined by member participation during the
campaign. Activity of members can be calculated throughout the
campaign with member engagement in key campaign tactics such as:
contest giveaways, video spotlights, Pro Bono challenge, and other
social media interactions. Depending on the amount of participating
members to the ratio of total members, we will be able to measure the
acceptance of the campaign and accurately view which tactics succeeded
over others.
o Action will be deduced through the same examination as acceptance.
Based on the ratio of participating members to total amount of members,
we can accurately depict how many members of the OCBA have moved
past the acceptance phase and into the action phase. Our data will be
pulled from the actions and compiled into the post campaign research data
collection. We project that action and member participation will increase
by 100%.
Message Content:
o With the Ask not what you can do for OCBA, ask what OCBA can do for
you campaign, we wanted the message to be that the OCBA can be a
trusted tool for lawyers in the orange county community. With social
media engagement, we hope to become the leading trustworthy source by
building relationships via two-way communication between members and
the organization. We expect to see membership loyalty and excitement for
OCBA events to grow due to the campaign. While evaluating this
campaign, we hope to find that member participation has increased by
100% and the campaign message is well received. An easy way to assess
if the message has been properly received is to send surveys to current
members who may or may not have participated throughout the
progression of the campaign.
Gross Readership:
o Gross readership will be interpreted as gross membership. The goal of
OCBAs social media campaign is not to increase membership, but instead
to retain members and increase their activity among the community. While
evaluating the campaign, we hope to discover an increase in member
activity due to the social media tactics that will be implemented. If
membership increases, it will not be met by a denying force, but with
acceptance and warm welcomes.

Achievement of Measurable Objectives:


o With the close of the campaign, we hope to see an increase of member
participation by 100% by August 2015. Although the number seems
daunting, we believe the results are obtainable due to the many tactics set
in place throughout the campaign. Membership engagement is expected to
increase due to the creation of a social OCBA blog, video spotlights,
implementation of a membership level system and incentives, contest
giveaways and viral media challenges. The blog and video spotlights are
to highlight active members and key stakeholders of the community and
the OCBA. Similar to a newsletter, the blog will keep members updated
about special events and will create a forum to pose questions and start
discussions among members. With the implementation of a membership
level system, we hope to see not only an increase in engagement, but also
an increase in pride associated with the OCBA. Contest giveaways and
viral media challenges will be the main driving force for the increase on
member participation. Giveaways will also assist in completion of the
social media sharing goals such as: share two pieces of content with
OCBA and retweet 20% more of our tweets by August 2015.
Unexpected Results
o Despite valiant efforts to expect the unexpected, it is nearly impossible to
foresee every outcome. A possible unexpected result could be that our
viral media challenge Donate or Wig-Out Challenge will branch outside
of the OCBA and become a regional/national media sensation. The
likelihood of such a result is possible since members will be posting on
their social media pages where friends and other OCBA members will be
able to view the content. Another possible result might be that OCBA blog
gets highlighted and praised on specialty lawyer websites such as
lawyer.com. There are also negative results that could occur that we did
not expect to find throughout the campaign such as: blogs, viral media
challenges, video spotlights and giveaway contests being ignored by
OCBA members.
Future Campaign Recommendations
o With this social media campaign, we hope to pave a golden brick road for
the future success of the OCBA. What we would recommend for the
future would be to continue the path to membership engagement. The
more the members of a community feel like a family the easier it becomes
for them to trust and accept future decisions of the OCBA. We would
recommend the following actions to continue into the future:
Continue highlighting key stakeholders and OCBA members with
the social media blog.
Continue contest giveaways that promote the OCBAs websites as
well as member loyalty.
Continue to reach out to key industry members via social media
such as Twitter.
Continue to keep social media sites updated regularly as well as
adding content that encourage engagement with followers.

Have people post photos from OCBA events and post with a
specific hashtag to share them.
Leverage the success of the Donate or Wig-Out Challenge and
maybe remind people about it in a year.

Works Cited
Membership Benefits. (n.d.). Retrieved April 14, 2015, from
https://www.orangecountybar.org/membership_benefits
About OCBA. (n.d.). Retrieved April 14, 2015, from
https://www.orangecountybar.org/about_us
Orlando City Council. (n.d.). Retrieved April 20, 2015, from
http://www.cityoforlando.net/council/
American Bar Association. (2014). Lawyer Demographics. ABA.

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