Working Social:Becoming a Collaborative Firm WebinarDavid BlumentalsDirector CRM/xRM StrategyxRM4Legal.com
Agenda•   Introduction•   What is working social?•   Why collaboration for law firms•   Examples•   Becoming a social firm...
About me• Founded Client Profiles Asia Pacific in May 2008 (Microsoft  Professional Services Industry Partner of the Year ...
What do we do?We use technology to help law firms achieve better client outcomes – to increase client billings with       ...
What is working social?
What is working social?                    A definition                    It’s not what it is, but what it               ...
Common misconceptions              •   Working social doesn’t deliver real                  business value and can waste a...
Components of (mass) collaboration •   Social media is an online environment     created for the purpose of (mass)     col...
Becoming a social firm • A firm becomes a social firm when it discovers the power of   collaboration and develops the nece...
Why collaboration for law firms
Who is searching for your services?
More time spent online
Why social for law firms?     NEW           IMPROVED       REDEFINING  ECONOMICS      ACCESSIBILITY   PRODUCTIVITY
The mobile, social cloud is                                       Your firm must be able to know                          ...
Working social makes you money!
Examples
Grow your firmFrom the perspective of:•   The partnership•   Clients & prospects•   Marketing team / business developmentG...
Client communications
Messaging, content & thought leadership
Collaboration platforms – SharePoint
Partner portals – web and mobile
CRM turns social into clients for life
Integrate LinkedIn, Facebook, Twitter
Public website with integrated CRM                               Phone Number Engaging                               Conta...
Google promotes mobile search
Becoming a social firm
Suitable for small and large firmsIt is imperative that your firm be able to answerthese questions in ways that are easily...
Questions to ask1.   People: Are you and your colleagues already     using social media, either personally and ad     hoc ...
Building your (social) plan                                               Evaluate what will work for      Direct Contact ...
Launching the community
The Internet, cloud and working  social = a world of opportunities                    Look what’s at our fingertipsNewsBlo...
The winning formula              Qualified   Successful  Relevant                Retention             Connection
The winning formula – part 1 WHAT IS      Email      Website                                    Integrated     External Re...
Is your social web a billboard in a desert?
The winning formula – part 2                                                        Email and  WHAT IS                   I...
The winning formula – part 3                                                      Email and  WHAT IS        Lasting       ...
Know your desired outcome        What do we want out of working social? • Increase revenues and profits? • Get better info...
Know your firm and critical processes                What makes our firm tick?• Do we have a defined, documented strategy?...
Know when to connect with an expert                What do we need help with?• Assessing firm needs/wants and knowing abou...
Working social technologies       General                     Specialized       Supporting       Social networking        ...
Adapting the firm
Guiding the firm Make the firm safe – reduce potential  competition and conflict Create interlocking leadership structur...
Takeaways
Working social can be overwhelming Working social is about collaboration and connecting  both internally & externally – g...
Special offer to ALPMA members Free “working social” health check
Thank you!   For more information:   David Blumentals   Director, CRM/xRM Strategy   Email: DBlumentals@xRM4Legal.com   Of...
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Working Social Becoming A Collaborative Firm ALPMA Webinar

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Today, every law firm increasingly relies upon being able to prosper online to succeed – or even to survive – competitively.
What this means is that every law firm needs to invest at least some resources into a specific goal: becoming a more “social” firm.

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Working Social Becoming A Collaborative Firm ALPMA Webinar

  1. 1. Working Social:Becoming a Collaborative Firm WebinarDavid BlumentalsDirector CRM/xRM StrategyxRM4Legal.com
  2. 2. Agenda• Introduction• What is working social?• Why collaboration for law firms• Examples• Becoming a social firm• Launching the community• Adapting the firm• Takeaways
  3. 3. About me• Founded Client Profiles Asia Pacific in May 2008 (Microsoft Professional Services Industry Partner of the Year 2009, 2010, 2011) – changed name to A/P Dynamics in May 2010• 20 years’ experience in IT and Professional Services (legal and accounting). With a background in economics, finance and insurance moved into marketing and business development in 1989• Since 1997, focused on the successful delivery of Client Relationship Management (CRM) systems, often integrating with Practice, Financial and Document Management: • xRM4Legal for Marketing & Business Development • xRM4Legal for Enterprise Matter Management • xRM4Legal for the Legal Call Centre • xRM4Legal for Corporate Administration & Compliance
  4. 4. What do we do?We use technology to help law firms achieve better client outcomes – to increase client billings with less effort• What we believe in is that it is no longer just enough to be good at what you do. You must also be good at winning new clients and have systems in place to retain them• We can help coach people to become systematic, organized, disciplined, innovative and tenacious in their business development activities• Why use us? Track record – We are more focused on change, not just systems and software
  5. 5. What is working social?
  6. 6. What is working social? A definition It’s not what it is, but what it allows Working social is a means to an end, not the end itself. Working social is all about collaboration, creating connections, in which typically large and diverse groups of people pursue a mutual purpose that creates value In other words, it’s about getting people working together on the same page
  7. 7. Common misconceptions • Working social doesn’t deliver real business value and can waste a lot of employee time • Working social poses unacceptable risks to privacy, IP protection, regulatory compliance, HR infractions, client service, and more • Working social is just another marketing channel. Get a Facebook page, open a Twitter account, give your CEO a blog, and maybe load some cool videos on YouTube and you’re done • All you need to do is provide social media technology and the rest will happen on its own. After all, that’s how it happens on the Internet • You don’t need a business justification for working social because it’s so cheap and you can’t anticipate or measure the benefits anyway
  8. 8. Components of (mass) collaboration • Social media is an online environment created for the purpose of (mass) collaboration. It is where collaboration occurs, not the technology. For example, Facebook is a social media environment built on social networking technology, and Wikipedia is a social media environment built on wiki technology • Communities are collections of individuals who come together to pursue a common purpose • Purpose is what draws people together into a community (business, sports, politics, SIGs etc). It is the cause around which people rally, the link that turns individuals into members of a community
  9. 9. Becoming a social firm • A firm becomes a social firm when it discovers the power of collaboration and develops the necessary skills to address challenges by readily and repeatedly working in a connected way, creating collaborative communities (internal and external) • To do this requires a new and different mind-set. The people in a social firm no longer think entirely in terms of hierarchy and traditional management. They don’t automatically respond to a challenge by assigning its resolution to some person or group or by creating a structured process to deal with it. Because they’ve integrated community collaboration into the way they work and think every day, they ask instead: “Can a community do it better? Can we form a community to deal more effectively with this?” If the answer is yes, it takes that approach
  10. 10. Why collaboration for law firms
  11. 11. Who is searching for your services?
  12. 12. More time spent online
  13. 13. Why social for law firms? NEW IMPROVED REDEFINING ECONOMICS ACCESSIBILITY PRODUCTIVITY
  14. 14. The mobile, social cloud is Your firm must be able to know Social technologies, processes already here. Most of your how it is being perceived and and practices are alreadycolleagues, clients, business discussed online and how best to influencing how you collaboratepartners, prospects and key respond in order to remain and do business internallyinfluencers are already there competitive
  15. 15. Working social makes you money!
  16. 16. Examples
  17. 17. Grow your firmFrom the perspective of:• The partnership• Clients & prospects• Marketing team / business developmentGrowing the firm• Return on investment (ROI)• Brand building / reputationKey clients• Client acquisition (new clients)• Online & offline marketing activities…Engaging with clients:• According to their expectations, and• Via their preferred channel (email, website, social/business network)
  18. 18. Client communications
  19. 19. Messaging, content & thought leadership
  20. 20. Collaboration platforms – SharePoint
  21. 21. Partner portals – web and mobile
  22. 22. CRM turns social into clients for life
  23. 23. Integrate LinkedIn, Facebook, Twitter
  24. 24. Public website with integrated CRM Phone Number Engaging Contact Form StatementCall to Action Contact Form TotalLiveChat
  25. 25. Google promotes mobile search
  26. 26. Becoming a social firm
  27. 27. Suitable for small and large firmsIt is imperative that your firm be able to answerthese questions in ways that are easilyunderstood and readily actionable bywhomever is asking:1. What is being said about your firm online?2. How can/should you and your colleagues respond?3. What can you and your colleagues learn from the mobile, social cloud?4. How can you use what you learn to make your firm more successful?
  28. 28. Questions to ask1. People: Are you and your colleagues already using social media, either personally and ad hoc or under guidelines provided by your firm?2. Processes: Do key processes at your firm (especially those that “touch” clients, business partners, prospects or influencers or that support collaboration) already address or embrace working social?3. Tools: Do the tools used for collaboration, client care, marketing and/or business development at your firm include working social features or integration that you and your colleagues also use?4. Providers: Do the providers of solutions, advice and influence regarding your business and technology infrastructures “get” working social and your firm?
  29. 29. Building your (social) plan Evaluate what will work for Direct Contact Industry you and then commit to it Functions and engage regularly Marketing Business Development Newsletters Blog articles Public Blogs Speaking Events  Get your story out! LinkedIn/Facebook  Tie traditional and online marketing together Twitter Keep The Conversation Going!  Build followers and keep the conversation going
  30. 30. Launching the community
  31. 31. The Internet, cloud and working social = a world of opportunities Look what’s at our fingertipsNewsBlogs • A way to communicate with colleagues, clients, prospects, partners, friends, family • Access to business applications – use anywhere, anytime • A means to learn, meet people, connect and collaborate
  32. 32. The winning formula Qualified Successful Relevant Retention Connection
  33. 33. The winning formula – part 1 WHAT IS Email Website Integrated External Relevant? Marketing Social Media Advertising
  34. 34. Is your social web a billboard in a desert?
  35. 35. The winning formula – part 2 Email and WHAT IS Instant Phone Web Events Great Engagement Qualified Website Number Connection? (LiveChat) (ReachSearch) Working Social
  36. 36. The winning formula – part 3 Email and WHAT IS Lasting Web Events Remarketing Phone Successful Impression Number Working Retention? on the Client Social
  37. 37. Know your desired outcome What do we want out of working social? • Increase revenues and profits? • Get better information about our clients, referrers, staff, alumni? • Manage marketing investments better? • Track business development opportunities? • Measure performance of our practice areas? • Gain consistency/repeatable processes across practice areas? • Reduce IT costs by moving to the cloud? • Improve time to market through outsourcing and offshoring?
  38. 38. Know your firm and critical processes What makes our firm tick?• Do we have a defined, documented strategy?• Is the partnership wholly supportive?• What can be – or shouldn’t be – collaborated on?• Will we have to change our firm to take advantage?
  39. 39. Know when to connect with an expert What do we need help with?• Assessing firm needs/wants and knowing about working social, and what solutions are most worth considering• Determining if working social is a fit for our firm?• Learning from the experiences of other projects?• Adapting approaches to our firm needs?
  40. 40. Working social technologies General Specialized Supporting Social networking Idea engine Alerts Wikis Prediction market Tagging, badging Blogs Crowsourcing Social analytics Microblogs Answer marketplace Subscriptions Threaded discussions Web reputation Social status Social feedback Viral campaign Mobile Social publishing Social learning Context aware CRM xRM Outlook Search Re-marketing Web/email events
  41. 41. Adapting the firm
  42. 42. Guiding the firm Make the firm safe – reduce potential competition and conflict Create interlocking leadership structures Recognize that working social is not cost-free – it requires time and work Ensure staff behave appropriately Evaluate and reward performance Work with IT to create the right experience
  43. 43. Takeaways
  44. 44. Working social can be overwhelming Working social is about collaboration and connecting both internally & externally – get everyone working on the same page Social media is only one part of working social The primary purpose is building community – attracting new clients; engaging & retaining existing ones Working social can make you money – and save you cost We are here to help!
  45. 45. Special offer to ALPMA members Free “working social” health check
  46. 46. Thank you! For more information: David Blumentals Director, CRM/xRM Strategy Email: DBlumentals@xRM4Legal.com Office: +61 2 9571 4853 Mobile: +61 409 245 354

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