The law firm’s online brand operation department builds the core! Help lawyers quickly enter online cases...1. Operational thinking before law firms build brands. With the vigorous development of toda

The law firm’s online brand operation department builds the core! Help lawyers quickly enter online cases...1. Operational thinking before law firms build brands. With the vigorous development of today's legal industry and the intensification of competition, there are many newly established law firms, but there are also many original Law firm directors who do not pay attention to the brand and network effects of the law firm are interested in this shortcoming. I also want to find a third party or build a small operation team by myself to do related new media operations and promote the law firm. I won’t go into details about finding a third party. Lao He will definitely recommend our team. But in this issue, I mainly want to talk about how to configure staffing if a law firm wants to build its own brand operations department? What issues need attention? Thoughts on production cost efficiency and more. So let’s talk about it. First, as the person in charge of a law firm, you should think about the following questions: 1. What effect do you expect from this matter? 2. How long will it take to do this? 3. How much money are you willing to invest in this? 4. Are you willing to spend extra time coordinating the participation of lawyers from the law firm? Core tip: Comprehensive cost and production efficiency are the key. Lao He will share my own opinions based on the above issues: 1. If you expect to quickly get the results of the network case after completing this department, this matter There is no need to continue the discussion. The answer is that the case will almost never get through. Because this is the value benefit of the law firm brand, for each lawyer, the law firm brand can help the lawyer's probability of closing the entrustment. 2. The operation cycle of a law firm network requires a certain amount of time. It may be one month, it may be three months, it may be half a year or even a year. Only in this way can the effect be seen, and the effect depends on the scene. Yes, I think law firm branding requires continuous investment. It’s just a matter of time. 3. This depends on the size, business form and development plan of the law firm. I can’t say specifically. I can only say that if you want to run your own brand , for most small and medium-sized enterprises, 1-3 people are enough, and the annual cost ranges from 100,000 to 500,000. According to my execution system, I can achieve a law firm with a certain degree of popularity and brand power among users. . 4. This will probably consume 3-12 hours of time and energy of the main coordinator every week, because the professional content and the promotion of the law firm’s brand activities will still occupy part of the lawyers’ non-case handling time. Lao He suggested how to build a law firm brand operations team? Please read the following: 1: In the budget decision-making work, I have come across many directors of law firms who say boldly from the beginning that money is not a problem, only results. This sentence is actually meaningless for any industry, but the operation of law firms Just like Internet marketing, results are not immediate, there is a process. In partnership law firms, decision-making is often troublesome. Lawyers work on their own cases to make money. If they have inconsistent ideological understandings, there will always be some partners who are unwilling to bear costs or are only willing to bear limited costs. Therefore, it is best to plan according to the cost budget you can afford. My suggestions are (when the Internet basically does not have much brand effect): 1. For new employees or small law firms with less than 30 people, the annual budget is 6-10 Around 10,000 yuan; 2. For a law firm with 30-100 people or a law firm with professional subdivisions, the annual budget is 150,000-300,000 yuan; 3. For a law firm with 100-300 people, the annual budget is 300-300 people. For a law firm, the annual budget is 3 million to 5 million; 4. If you want to position a law firm that focuses on the development of a certain professional direction, the cost in the first two years will be increased by 60,000 to 150,000; 5. It is also necessary to establish a national branch The firm's law firm and other special strategic goals; the above is the approximate psychological budget given by the author, which is calculated by the author based on the overall average of the lowest labor costs of law firms in tier 1-3 cities. 2: Personnel Function Structure I have always said that the best brand operation structure of a law firm is: 1. Operations person in charge (1 person) = trader 2. Shooting and editing (1 person) = shooting and editing product effects 3. Copywriting planning/director (1 person) = creative content 4. New media operation (1 person) = operation execution because this system can solve more than 95% of the actual work of the law firm brand, such as official website operation (official website development), law firm maintenance third party, law firm Protect third parties, law firms protect third parties. I don’t think it’s cost-effective for a law firm to maintain a technical team if it is handed over to a third party), public accounts, short video platforms, event planning and execution, product design and packaging promotion, live broadcasts, law firm lawyers assisting in new media operations, etc. Of course, the above is a very ideal state, and each field is an all-rounder, each specializing in unique skills. However, only large law firms or large-scale brand law firms can afford such a configuration. Most small and medium-sized companies Law firms can't afford it. Therefore, for small and medium-sized law firms, I think the most cost-saving way is to recruit a new media operator who is as versatile as possible. At least he can write, shoot, basic design and packaging, and understands operations. That way Although there is only one person, the efficiency will definitely be slower! Another suggestion is that the intern lawyers of the law firm are responsible for writing the manuscripts, and they can hire an operator to handle the operation and connection, and hand over individual content to third-party services. This can also save costs and see certain effects. Third: The operation management of law firm brand operations personnel must be promoted by OKR, not transactions as many directors think, because some law firms see that the recruited brand operations personnel do not generate direct case income, so the brand operation The value is denied. The above is very unreasonable. If you form such a small team, you must quantify the weekly and daily OKR target plan and achievement, as well as the subsequent brand operation plan. In addition to internal content output and publicity, external business links, brand exposure, etc. Work is also very important. After all, in addition to influencing users, the brand of a law firm must also influence peers. Because of the particularity of the lawyer's business, the proportion of cooperation cases between lawyers is not low, and a good law firm brand culture mechanism and support for young lawyers The degree of help can attract and retain excellent lawyers. In general, it must be goal-oriented, node-oriented, and result visualization! The results of brand operation must be visible, and the management of a law firm must also train the brand operation team on industry expertise from time to time. They must also require them to regularly learn about industry trends and summarize and report, otherwise you will operate 1- My thinking has become stagnant after 2 years. I have seen the brand management of so many law firms, all of which have been with law firms for several years or even more than ten years, but the chief lawyers all have a kind of paternalistic love, but in fact their thinking and operation capabilities have been OUT. , the brand operation results of such a law firm cannot be improved to a higher level. That’s it for today. This topic actually has a lot of content. I will share more details later, including some excellent cases and methods and models that can be implemented.