Case Study: How Law is Greek engages customers

Name of Business: LawIsGreek.com
Website: www.lawisgreek.com
Industry: Legal
Target Audience: Laypersons, Lawyers and Law Students

Category of Business
Launched in February 2010, LawIsGreek.com (LIG) is an online platform for resolving legal issues, with a focus on India. It aims at increasing awareness of Indian laws among laypersons and does this by publishing articles that simplify legal jargon and through “how to” articles. The website also publishes legal news. LIG aims to resolve legal problems that people face through its “Ask for legal advice” section. The website features details and profiles of lawyers who offer their opinions through blogs as well as through legal counsel to people seeking information on specific law categories. There are forums that enable discussions on varied topics among laypersons and law experts. LIG provides specialized services to students, lawyers and laypersons.

Marketing Strategy
LawIsGreek.com has used social media integration for enhancing its visibility, popularity and awareness within and outside the legal sphere. Its Facebook Fan Page forms the primary tool to reach out to Indians across the globe. Updates on this page invite a lot of feedback. This interactivity has created a community that is loyal to the site and contributes to it. This fan page has been customized to include additional tabs. For example, the “Latest on LIG” tab is where Facebook users can take a look at all the recent activity on the site. This engages them by providing them the opportunity to express their thoughts around the content on LawIsGreek.com.

LIG has used Twitter to do much more than what businesses typically do. The profile encourages conversations rather than merely being a tool to send tweets to its followers. Additionally, LIG has a page on the site that displays legal updates from people on Twitter.

One medium that has helped LIG to connect with legal professionals is LinkedIn. Using discussion boards to involve experts in the field of law, LawIsGreek.com has built a strong group on this networking site. It focuses on converting this effort into greater activity on the site.

Palash Das, from the Strategic Alliances division of LawIsGreek.com, said, “Social media marketing is the backbone of our marketing initiative. This is what has helped us reach out to our target audience, engage them and create our brand.”

Result
LIG reached 20,000 fans on its Facebook Fan Page in September 2010. Activity of its fans has also grown. As of December 2010, there were more than 50 daily comments on various posts and more than 20,000 daily post views. Alexa’s global traffic rank improved from 800,000 in March 2010 to 66,956 in December 2010. Alexa’s Indian traffic rank improved from 60,000 in March 2010 to 10,383 in December 2010.

Investment
LIG began investing in social media integration in May 2010. Their marketing investment has been in the form of hiring dedicated SMO experts. The associated investment was around INR 60,000 ($1,350) per month for the first eight months. Once the foundation was laid, the investment for maintaining social media involvement declined significantly to about INR 16,000 ($350) per month.

LIG has two separate segments involved in social media integration. One segment focuses on building the base and the other focuses on increasing overall user engagement.