Remember When the New York Times Interviewed Me About Social Media?

Remember When the New York Times Interviewed Me About Social Media?

You find the most amazing things when you Google yourself. A few months into my community management gig at Martindale.com, I had the privilege of being interviewed by award winning journalist John Schwartz for an article in the New York Times. We spoke about lawyers and social media, the subject of his piece, for almost half an hour. When published, all of my insights amounted to a single quote and link to my old technology blog, but hey – it was a major article in the Sunday edition of the New York Times (can’t argue with that!). Here is the write up I did about the experience. The New York Times Quoted Me … Cool So about 5-weeks ago, I’m sitting in an all-day team building conference for Martindale Hubbell Connected.  My phone rings.  It’s the PR team: (I must admit it is taking some getting used to having a PR team). “Lets talk about the New York Times,” they said.  John Schwartz, a reporter for the Times had emailed me the day before to talk about doing an interview.  He was writing an article on lawyers, social media, ethics, etc. and wanted to talk to me.  Being a diligent corporate citizen I told him I’d get back to him, emailed my team, and put the ball in play.  Surely there was someone more senior, more qualified, and more authoritative that John could talk to.  The PR reps said, “no, he wants the man on the street perspective.  That’s you.” “Cool,” I said and thought how proud my mom would be (her mother, ohevet v’shalom, LOVED the NY Times and would have...
What Is The ROI of Custom Content Marketing?

What Is The ROI of Custom Content Marketing?

Many businesses are in the dark when budgeting for online content and marketing. Picking a dollar amount based on available funds, taking a best guess or using past budget allocations without renewed analysis does not work.   Calculate the potential return on investment (ROI) before you devote employee time or hire a vendor to produce blog posts, videos or webinars. To get started, you need to determine the lifetime value of your customers.   How to Calculate Customer Lifetime Value   Customer Lifetime Value (CLV)represents the estimated amount of revenue a typical customer brings your business over a set period time. Professional practices like law firms and doctor’s offices can also determine the average revenue per client for a typical year, even though billings may vary greatly between clients or insurance company payments.   The 2013 Survey of Law Firm Economics provides some insight on what the ROI of content marketing should be for licensed professionals in the legal industry.   Average gross revenue per lawyer (1 to 10 in firm) = $300,000 Average gross revenue per lawyer (10 to 20 in firm) = $400,000 Firms spent 1.9% of gross receipts on promotional expenses (marketing)   For example, let’s say a personal injury law firm in Georgia has ten lawyers, working on 30 to 40 cases each per year. The firm earns around $4 million per year with 90% of cases yielding settlements at an average of $10,000 per settlement.   The CLV for each new client acquired through promotional efforts can therefore be set at $10,000, since the firm only takes on cases that it believes can be settled or won...
Outsourcing Helps B2B Marketers Meet Content Demands

Outsourcing Helps B2B Marketers Meet Content Demands

Any company can boost sales if they do one thing right: influence customers earlier in the purchase process. By the time most customers engage your sales department, they have already progressed 57% through the purchase process, says a study by the Marketing Leadership Council in partnership with Google. That means your customers minds are more than half made up about doing business with you before you even speak to them! Customers base these purchase decisions on the content they find about your business online.  Does your business have the right message out there? Dis-Content: The Role of Content Creator Goes To … High quality content plays a critical role in customer acquisition, often influencing customer decisions more than the actual product or service being sold. Despite content’s central role in generating sales, many companies lack in a clear and effective approach to creating it. One executive quoted in the MLC study said: “content still seems to be everyone’s job and no one’s job”. According to MLC, content has historically been a “minor aspect of the marketer’s role in supporting specific campaign objectives” such as product launches or corporate rebranding. In recent years, the demand for high quality content has soared in large part to five factors identified in the MLC study: Lead nurturing programs Blogging and social media Search Engine Optimization (SEO) Providing richer user experiences Consultative selling methodologies The assumption that marketing departments will have the time and subject matter expertise to effectively address enterprise content needs results in missed opportunities to generate truly qualified sales leads. This resource gap often results in delegation of content creation responsibilities to...
Internet Marketing Basics: What Great Marketers Do

Internet Marketing Basics: What Great Marketers Do

It’s All About Building Influence. One thing you will learn about me, I like simple answers. I think the most complex problems are solved by the easy answer, so here goes. An Internet Marketer uses the Internet to influence people’s decisions to do things. Notice I didn’t say “buy stuff.” There’s a reason for that. If you are an Internet Marketer for a not-for-profit trying to get awareness of an issue, or an Internet Marketer for a political candidate trying to get votes, or an Internet Marketer for a company trying to build brand awareness (the list could go on) you are not necessarily “selling” a product, rather you are trying to influence opinion. By influencing opinion you can do anything. Now Wikipedia and other sites will give you laundry lists of the things that Internet Marketers do. If you are interested in that click the link above. At the end of the day, however, Internet Marketing is really about getting people interested in what you are doing online. If you want to know what great marketers do, read on. What Great Marketers Do. Seth Godin is a great marketer. He has written a dozen best-selling books on marketing including the bluntly titled “All Marketers Are Liars” (Seth recently re-released this book with the work “Liars” crossed out, and the words “Story Tellers” written in). In a 2005 article Seth wrote his own laundry list of what every good marketer knows. He said things like: Anticipated, personal and relevant advertising always does better than unsolicited junk. Making promises and keeping them is a great way to build a brand....

What Happens When Someone Dies on Facebook?

This is a post that I originally published on my old personal, technology blog back in November 2009: An old friend died last week.  The circumstances of his death are still not clear: he was in good health, lived alone, and was getting ready to celebrate his 35th birthday that same week.  We hadn’t really hung out in a few years, having gone our separate ways in life, but we’d see each other on Facebook, trade a chat every now and then, and keep generally informed of each others’ life milestones.  When my father told me the terrible news I was shocked; wanting to get a sense of what was happening in his life prior to his death I went to his Facebook page. His November updates all seemed positive.  My friend had been a survivor of childhood cancer and possessed a courage that I always admired him for.  On November 10th he posted the status update: “22 years ago this Nov. was my last chemo-therapy treatment.  I have been Cancer free since then; Life is good ♥.”  Prior to that, in response to someone asking him how things were going he said, “Life is good – Had a great day so far and it’s not over yet- ♥ this life.”  The final update he posted, just 6-days before his birthday on November 14th, went as follows: “Going to be having a Tattoo party soon at my home.  My two friends are going to come here and Ink people if you want to get something let me know asap and we will work something out.  These are the people...