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First Place
Morris, Manning & Martin, LLP and Thornton Communications — MMM Social Media

What the Judges said:

[The judges] were particularly impressed with the innovative idea to utilize social media and Yates’ trip to India to promote the business practice in India. This creative idea resulted in a lot of good PR for the firm.

Few law firms use social media effectively, integrating both strategic and daily marketing efforts on multiple platforms. MMM is one of very few firms to have a well thought-out, active social media policy. Partner John Yates wanted to blog about his trip to India on behalf of both the firm and the Metro Atlanta Chamber of Commerce.

Working with Terri Thornton of Thornton Communications, the team established the blog through TechDrawl  and purchased a tiny video camera that would be used throughout the journey. As Yates traveled through India, he wrote and uploaded videos and interviews. Thornton edited and headlined the posts and tagged and captioned the videos. The firm posted daily Twitter updates and Tweeted with reporters who requested interviews; blog posts were also posted on LinkedIn.

Thornton got accredited through MMM to offer Georgia CLE credits for social media training. Thornton coaches attorneys and staff on optimizing LinkedIn for networking. Thornton and the marketing team wrote an internal social media policy educating attorneys and staff about acceptable – and unacceptable – uses.

Summary of Outcomes

Local Tech Wire re-posted TechDrawl’s posts, giving double coverage. Both promoted the posts in daily subscriber e-mails. Thousands of people in the target market — business leaders and entrepreneurs interested in India, technology and venture capital — viewed the video blog. Key thought leaders responded positively and posted comments. Dozens of news stories ran in targeted publications. The firm placed columns written by Yates in The Atlanta Journal Constitution and other news outlets; this put Yates at the top of the Google search for India news. More than a dozen sites including MSNC.com posted the Marketwire press release. A reporter on Twitter arranged a conversation with a reporter for the Times of India. The Downtown Rotary asked Yates to speak on a program with Steve Forbes. The firm used his video in the PowerPoint. “Tech Trek” won PR awards from the Public Relations Society of America and the International Association of Business Communicators.