COMMUNICATION S STRATEGY &

May 2012
Sue Ashe, Head of Communications

SOCIAL MEDIA
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1 billion per day .. thats just Twitter The printing press: mass communication which changed society

Fax / radio / telephone

Social media

20 million volumes .. in 60 years

The steam engine saw printing on an industrial scale

TV / internet

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I down to the water-side, and there got a boat and through bridge, and there saw a lamentable fire. Poor Michelle's house, as far as the Old Swan, already burned that way, and the fire running further, that in a very little time it got as far as the Steeleyard, while I was there. Everybody endeavouring to remove their goods, and flinging into the river or bringing them into lighters that layoff; poor people staying in their houses as long as till the very fire touched them, and then running into boats, or clambering from one pair of stairs by the water-side to another. And among other things, the poor pigeons, I perceive, were loth to leave their houses, but hovered about the windows and balconys till they were, some of them burned, their wings, and fell down. Having staid, and in an hour's time seen the fire: rage every way, and nobody, to my sight, endeavouring to quench it, but to remove their goods, and leave all to the fire, and having seen it get as far as the Steele-yard, and the wind mighty high and driving it into the City; and every thing, after so long a drought, proving combustible, even the very stones of churches, and among other things the poor steeple by which pretty Mrs.lives, and whereof my old school-fellow Elborough is parson, taken fire in the very top, an there burned till it fell down Diary of Samuel Pepys, Sunday, 2 September 1666.

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Just seen best friends house burn to the ground. People running from their homes with their treasured belongings. How sad.

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SOCIAL MEDIA AND LAW FIRMS

Do we? Dont we? Will it add to BD? Will it add / detract from our brand? Do our clients really care? Who are we communicating with? Why bother?

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SOCIAL MEDA AND LAW FIRMS

Opportunity to be early adopters

If you never, ever go, youll never, ever know

Northern Territories Advertising Campaign

Real conversations with key audiences Personality Reach Instant Risk management Its a new and dynamic channel for communications

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COMMUNICATIONS STRATEGY
Delivering the right message, in the right way at the right time. Simple as that.
Identify audiences
Graduates Alumni

Agree key messages delivered in the right way Reflect brand tone Make it relevant Maintain momentum campaign approach Link to other activity (depth and breadth) Measure / evaluate

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Link with firms strategic ambitions

Protect & enhance firms

reputation

Proactive /
reactive & 2 way communications

Campaign / thought leadership

support

Key

message
delivery

Practice Group and Sector focus Support values / brand

Maximise noise
around internal and external announcements

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SOCIAL MEDIA CHANNEL

Build a following Curate gather content once and use many times Create generate new content Post keep content new and up to date (1 3 posts per week) Moderate review and moderate all usergenerated content

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 Social media taskforce: partners / lawyers / communications / IT / people & development Social media code of conduct Social media strategy 6 month campaign - key messages / competitions / video Adequate resources

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Sharing commentary

Talking about more than the law

Giving an opinion

Using information many times in different ways

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Establish a communications plan with 3 core propositions 1. Accessible 2. Inquisitive 3. Responsive

Be..
1. 2. 3. 4. 5. Honest Relevant Interesting Fun Problem solving

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 Industry research shows 2 3 updates a week per day ensures followers hear from a brand regularly, but not so much that they become bored or feel spammed Plan in advance by creating content calendars Leave space for agility, make posts relevant to whats happening

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 Moderate daily can prevent a social disaster Remove controversial posts unless they specifically add value to a brand or conversation Create a standardised FAQ document to address controversial posts

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Moderate ?

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Generate videos that bring your business to life. Use staff, sponsorships and events to generate content for upload. Keep the description short and punchy with a URL driving back to your site. Use tags to help identify your videos in search. Law, Graduate Recruitment, etc

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WEB OF CONTENT

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THANK

YOU

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