On the fifth day, our SIG's 2018-2019 co-chair, Stefanie Knapp of Allen Matkins, discusses communicating the power of social and digital media.
WHAT IS ON THE LIST OF YOUR TOP PRIORITIES IN SOCIAL AND DIGITAL MEDIA FOR 2020?
We've spent the last few years building out our marketing automation processes and collecting data. My top priority for 2020 is to find better ways to get the relevant data into the hands of the attorneys and our business development team quickly and efficiently to help drive business.
I also look forward to offering more training in 2020. I think it's important for our attorneys to understand the power of social and digital media and the information that we can provide them as a result of those efforts – from specific contacts who read their work to which title will perform better on their next article.
WHAT DIGITAL OR SOCIAL MEDIA CAMPAIGN/EFFORT ARE YOU MOST PROUD OF AND WHY?
For more than 11 years, Allen Matkins has partnered with UCLA Anderson Forecast to provide the California real estate industry a three-year ahead outlook of the market's health. Every six months, the Allen Matkins/UCLA Anderson Forecast California Commercial Real Estate Survey forecasts potential opportunities and challenges affecting the office, multi-family, retail, and industrial sectors.
About five years ago, we changed the way we were promoting the Survey results. Instead of only sending a PDF of the results to our clients and prospects and hand out hard copies at events, we decided to create an advertising campaign to raise awareness of the Survey and capture leads directly. We created videos featuring our attorneys and clients talking about the Survey results. We bought digital ads in real estate publications and on social media. All of the digital assets drove the user to a form where they would have to give us some contact information in exchange for a PDF of the Survey results. We were able to build a brand for our Survey that generated awareness (more than 35,000 impressions and 1,000 video views) and leads for the firm.
What I'm most proud of is how our team is able to build upon that initial success and continue to evolve the brand with each Survey release – even when the message doesn't change from the last release. After each release we analyze the numbers and talk about what we could change the next time around. We test a new idea (or several) with each release and aren't afraid to drop what didn't work. We've tried social retargeting, pop ups on our website, ads in different business and real estate publications, email drip campaigns to different audiences, very short videos on social vs. long videos, and even used one release to test the effectiveness and ease of use of the Hubspot marketing automation platform before we decided to make the switch.
Some of these tests proved fruitful and we've continued to use those tactics, and some have not. As a result of this experimentation we've greatly increased the effectiveness of the Survey. The last campaign, released in July 2019, garnered more than five times the number of impressions we received five years ago – in only 30 days – and we've more than doubled the number of downloads, resulting in hundreds of new contacts for the firm.
I can't wait to see the results of our next round of Survey experiments – releasing on February 5, 2020, at www.allenmatkins.com/ucla.
ABOUT Stefanie Knapp
Stefanie Knapp is the Senior Digital Marketing Manager for Allen Matkins, a California-based law firm serving the real estate industry. Stefanie manages the firm's digital communications initiatives, including the firm's website, videos, blogs, and email marketing and social media campaigns. Prior to joining the legal marketing profession, Stefanie was an award-winning reporter and editor at the Los Angeles Daily Journal. She holds a B.A. in magazine journalism from Syracuse University and an M.B.A. from UCLA Anderson School of Management.
Please join us on Thursday, December 19th for our final webinar of the year, "Looking Ahead to 2020: What's to Come in Social & Digital Media." During this program, three of our 12 Days contributors will discuss trends, lessons learned, and predictions for 2020.