Legal Lunch and Learn: LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx
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Legal Lunch and Learn: LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx

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Legal Lunch and Learn: Q&A on LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx ...

Legal Lunch and Learn: Q&A on LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx

Table of Contents:
- Social media impact overview
- Social media is mainstream in legal
- Content is the currency of the social web
- Q&A with the panelists

Learn To:
- Strengthen online branding
- Drive warmer leads faster
- Engage more with customers
- Coordinate content dissemination

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  • 1. Legal Lunch and Learn: Q&A on LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 2. Introductions Peggy Heffner PR & Social Media Manager @PeggyHeffner Dechert LLP Adrian Lurssen Co-Founder, JD Supra @AdrianLurssen VP, Strategic Relationships Patrick Baynes Co-Founder, PeopleLinx Formerly of LinkedIn Corp. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian @PatrickBaynes
  • 3. Agenda » Social media impact overview » Social media is mainstream in legal » Content is the currency of the social web » Q&A with the panelists @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 4. Empowered Consumer Today, your clients and prospects have access to more information than ever before about your: » Firm » Reputation » Competitors » People / Personal brand @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 5. Empowered Brand Today, you have access to more information about your clients than ever before: » Where they’ve worked » How long they’ve been there » Where they went to school » What they are interested in » How you are connected » Real time professional updates @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 6. Lawyers: Social Media Use Now Mainstream » In-house counsel using social media has increased from 57% in 2010 to 73% in 2013 » Invisible users: 74% of in-house counsel using social media consume content but do not engage » LinkedIn: “the serious social network for lawyers” • 40% of survey respondents had logged in during the past 24 hours, and additional 27% had logged in during the past week • 60% of those using LinkedIn for professional reasons use it to connect with outside counsel with whom they work Statistics courtesy of 2013 In-House Counsel New Media Engagement Survey (Greentarget, Inside Counsel, Zeughauser Group, February 2013). @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 7. Lawyers: Social Media Use Now Mainstream » Law firm blogs: preferred, influential news sources • In-house counsel read attorney-authored blogs (55 percent) as frequently as they read blogs authored by professional journalists (54 percent) • 53 percent envision a future in which a well-executed blog will influence hiring decisions » Marketing and Business Development Implications • Use LinkedIn strategically to connect and engage with clients and prospects • Optimize blogging strategy to produce serious, substantive blogs • Create compelling content to reach “invisible users” and demonstrate expertise Statistics courtesy of 2013 In-House Counsel New Media Engagement Survey (Greentarget, Inside Counsel, Zeughauser Group, February 2013). @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 8. Avoiding Online Pitfalls » Lawyers should follow ABA Guidelines for Professional Conduct » Protect client and firm confidences » Be careful not to inadvertently create attorney-client relationships • Do not provide legal advice • Do not respond to a specific set of facts » Be mindful of conflicts • Disconnect from individuals and/or entities that become adverse to a party you represent in a dispute » Do not solicit » Follow your firm’s social media policy » LinkedIn: Understand recommendations, Skills and Expertise/Endorsements @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 9. Ready, Set, Engage! » Ready: Update your LinkedIn profile so that it is a robust and up-todate reflection of your current practice as well as your firm’s brand » Set: Develop a strong network by identifying and connecting with decision-makers in targeted roles, industries » Engage: Regularly share meaningful content that your network will find valuable • @PeopleLinx © 2013 PeopleLinx Inc. “What are the issues that are keeping your clients up at night?” | #LunchWithAdrian
  • 10. WHAT YOUR CONTENT & @PeopleLinx | #LunchWithAdrian NELSON MANDELA © 2013 PeopleLinx Inc. HAVE IN COMMON
  • 11. “Engagement” Means More Than You Think Sharing & discussion between others Goal: become the subject of other people’s conversations Conversation between others Market intelligence: listen, learn, utilize Your own networking Connect with peers & others @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 12. Everyone Is In the “Social Content” Business. Not Everyone Has Something to Say Goal: become the subject of other people’s conversations: Your own networking Connect with clients & others Social sharing by • Sharing & discussion between others Executives • Referrals • Media members • Brands • Other lawyers New Media • Associations • Corporations • Government • Aggregators • Blogs Mainstream Media @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 13. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 14. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 15. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 16. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 17. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 18. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 19. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 20. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 21. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 22. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 23. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 24. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 25. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 26. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 27. Titles Tell Busy People Why to Read Now » The America Invents Act » Important Patent Law Changes » Top Ten Reasons to File Your Patent Applications Before March 16, 2013 @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 28. Don’t Talk About the Law » Talk about how changes in the law affect the people you serve. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
  • 29. Summary, Discussion, and Questions? Peggy Heffner PR & Social Media Manager @PeggyHeffner Dechert LLP Adrian Lurssen Co-Founder, JD Supra @AdrianLurssen VP, Strategic Relationships Patrick Baynes Co-Founder, PeopleLinx Formerly of LinkedIn Corp. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian @PatrickBaynes
  • 30. About PeopleLinx Strengthen online branding Drive warmer leads faster Engage more with customers Coordinate content dissemination @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian