Friday, 21 October 2011

Become your case study

Some say that if you wait until there is another case study in your industry or a case study at all, you'll be too late.

If you can find the perfect case study, use it!
Long ago, when modern day social media was merely crawling into our lives it was strange that management was still asking for a case study. Their requests were so specific that what they were actually looking for was a case study on either a competitor or ideally, one on their OWN COMPANY...umm ok?!

Risk for reward
In 2008 when I put the concept of social media forward to the executives of a major plaintiff law firm. It was a relatively new concept for most businesses; in fact many individuals in Australia were still in the experimental phase of it all. So anyway, I was asked for a case study to support the brief 2 page strategy on how social media (Facebook & YouTube in this instance) would work for them and how it would work for an Australian law firm. I can positively tell you, that in 2008, this case study did not exist; in fact, no other Aussie law firm had signed up to Facebook at all! Some second tier law firms were dabbling in Wikipedia, which was great, but no Facebook, a little YouTube, but not a great deal.

They asked for a case study, and...I gave it to them.

I sold the concept of "Let's BE the case study", in the form of "how about I just go ahead and create a...proof of concept..?" and thankfully it worked!

So yes this great Australian law firm, which I love with all my heart was not only the world's first law firm's to be listed on the stock exchange, but they were also the first Australian law firm to have a presence on social media as we know it today.

This may not have been the first chapter in my legacy, but it was a big chapter at the time; a bigger chapter for the firm that was, and the one that is.

The moral:
Become your case study and NEVER be afraid to experiment with your marketing, the WORST that can happen, is that you get a case study out of it.