If You Build It, Don’t Expect Them To Come….<br />Legal Marketing Association <br />Midwest Regional Conference<br />Octob...
In case you’re LiveTweeting<br />The “hashtag” is #LMAMWC<br />Nancy Myrland….@NancyMyrland<br />Laura Gutierrez…@lalaland...
THE YEAR WAS 1440…<br />“Typographical printing has changed the whole face and state of things throughout the world.”   --...
Today’s Presentation<br />Social Media: What is it?<br />Lessons from the Line: Inside Perspective<br />Lessons from the L...
Quick Show of Hands:<br /><ul><li>I’m here to learn about Social Media because I really want to learn.
My firm made me.
I’m sick of all the hype.
I love all the hype!
I’m skeptical but open.
My firm has a blog.
My firm wants a blog.</li></ul>5<br />
Quick Show of Hands (cont’d):<br /><ul><li>My firm has a Facebook Page.
My firm wants one.
My firm thinks they are evil!
My firm is on Twitter.
My firm wants to be on Twitter.
My firm thinks Twitter is stupid.
What did we miss?</li></ul>6<br />
Social Media What is it? <br />
6Stages of Social Media<br />Stage 1: Preparation <br />Stage 2: Observation<br />Stage 3: Connection<br />Stage 4: Commun...
Let’s Dive into the Numbers<br />9<br />
Is Anyone Else Out There? <br />LET’S TALK LINKEDIN… <br />LinkedIn currently has 75 million members from over 200 countri...
Let’s Talk Twitter….<br />As of spring this year…<br />Twitter had 105,779,710 users<br />300,000 new users a day<br />~ 6...
Can’t Forget Facebook….<br />500 million active users<br />70% outside the US<br />3rd most populated nation (China & Indi...
In-house CounselGreentarget, American Lawyer & Zeughauser Study<br />53% of in-house counsel expect their consumption of i...
In-house Counsel (cont’d)Greentarget, American Lawyer & Zeughauser Study<br />Personal use: Facebook, Wikipedia, YouTube<b...
Let’s Look at Law Firms<br />81 of AmLaw 100 are using Twitter.<br />38 of AmLaw 100 are blogging (LexBlog)<br />96 of AmL...
Let’s Look at Law Firms (Cont’d)<br />~ 5K law firms has business profiles on LI (Apollo)<br />4K LI groups with the word ...
Lessons from Within: The Law Firm Perspective<br />
Observation<br />Setting your goals<br />Identifying your audience<br />Start listening<br />18<br />
Connection and Communication<br />Communication<br />Conferences and networking events<br />Respond to questions<br />Answ...
Education<br />Conversations are two-way<br />Listen to the “experts”<br />Heed the advice of friends, colleagues, peers<b...
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If you build it, don't expect them to come.... How lawyers and legal professionals can use social media to communicate effectively.

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Presentation given at the Legal Marketing Association Midwest Regional Conference (October 14, 2010) with Nancy Myrland (Myrland Marketing) and Laura Gutierrez (Winthrop Weinstine).

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If you build it, don't expect them to come.... How lawyers and legal professionals can use social media to communicate effectively.

  1. 1. If You Build It, Don’t Expect Them To Come….<br />Legal Marketing Association <br />Midwest Regional Conference<br />October 14, 2010<br />
  2. 2. In case you’re LiveTweeting<br />The “hashtag” is #LMAMWC<br />Nancy Myrland….@NancyMyrland<br />Laura Gutierrez…@lalaland999<br />Lance Godard…..@lancegodard<br />2<br />
  3. 3. THE YEAR WAS 1440…<br />“Typographical printing has changed the whole face and state of things throughout the world.” --Francis Bacon, Philosopher, 1620<br />3<br />
  4. 4. Today’s Presentation<br />Social Media: What is it?<br />Lessons from the Line: Inside Perspective<br />Lessons from the Line: Outside Perspective<br />Moving to the Next Stage<br />Questions<br />4<br />
  5. 5. Quick Show of Hands:<br /><ul><li>I’m here to learn about Social Media because I really want to learn.
  6. 6. My firm made me.
  7. 7. I’m sick of all the hype.
  8. 8. I love all the hype!
  9. 9. I’m skeptical but open.
  10. 10. My firm has a blog.
  11. 11. My firm wants a blog.</li></ul>5<br />
  12. 12. Quick Show of Hands (cont’d):<br /><ul><li>My firm has a Facebook Page.
  13. 13. My firm wants one.
  14. 14. My firm thinks they are evil!
  15. 15. My firm is on Twitter.
  16. 16. My firm wants to be on Twitter.
  17. 17. My firm thinks Twitter is stupid.
  18. 18. What did we miss?</li></ul>6<br />
  19. 19. Social Media What is it? <br />
  20. 20. 6Stages of Social Media<br />Stage 1: Preparation <br />Stage 2: Observation<br />Stage 3: Connection<br />Stage 4: Communication<br />Stage 5: Education<br />Stage 6: Collaboration<br />8<br />
  21. 21. Let’s Dive into the Numbers<br />9<br />
  22. 22. Is Anyone Else Out There? <br />LET’S TALK LINKEDIN… <br />LinkedIn currently has 75 million members from over 200 countries.<br />Executives from every Fortune 500 company<br />JD Supra: 800K have law or legal in their profile.<br />Hubbard One: 3% are lawyers = 2,250,000<br />10<br />
  23. 23. Let’s Talk Twitter….<br />As of spring this year…<br />Twitter had 105,779,710 users<br />300,000 new users a day<br />~ 60% of them outside the U.S.<br />180 million unique visitors per month<br />Over 600 million search queries every day<br />11<br />
  24. 24. Can’t Forget Facebook….<br />500 million active users<br />70% outside the US<br />3rd most populated nation (China & India)<br />New York, LA, Chicago, Houston, Phoenix<br />50% log on every day<br />Over 700 billion minutes a month<br />30 billion pieces of content shared each month<br />12<br />
  25. 25. In-house CounselGreentarget, American Lawyer & Zeughauser Study<br />53% of in-house counsel expect their consumption of industry news & info via new media will increase in 6-12 months.<br />Professional use: LinkedIn, Blogs, Wikipedia<br />An increasing number want info on their PDAs and Smart Phones<br />13<br />
  26. 26. In-house Counsel (cont’d)Greentarget, American Lawyer & Zeughauser Study<br />Personal use: Facebook, Wikipedia, YouTube<br />43% cited blogs are leading source for news<br />26% cited use of Social Networking sites…TW, FB, LI<br />50% use LinkedIn<br />68% are on Facebook<br />14<br />
  27. 27. Let’s Look at Law Firms<br />81 of AmLaw 100 are using Twitter.<br />38 of AmLaw 100 are blogging (LexBlog)<br />96 of AmLaw 200 are blogging (LexBlog)<br />Every AmLaw 200 firm company profile on LI by default (Apollo)<br />15<br />
  28. 28. Let’s Look at Law Firms (Cont’d)<br />~ 5K law firms has business profiles on LI (Apollo)<br />4K LI groups with the word Law (Apollo)<br />31 of AmLaw 100 have Pages on Facebook<br />Primary reasons for use: Networking, Socializing, Client Development, Career Development, Case Investigation (ABA)<br />16<br />
  29. 29. Lessons from Within: The Law Firm Perspective<br />
  30. 30. Observation<br />Setting your goals<br />Identifying your audience<br />Start listening<br />18<br />
  31. 31. Connection and Communication<br />Communication<br />Conferences and networking events<br />Respond to questions<br />Answer questions / provide direction<br />Connection<br />People with similar interest and experience<br />Opposites who help you learn and grow<br />19<br />
  32. 32. Education<br />Conversations are two-way<br />Listen to the “experts”<br />Heed the advice of friends, colleagues, peers<br />20<br />
  33. 33. Collaboration and Getting Your Firm Involved<br />Lead by example<br />Attorneys want examples of gaining $$$<br />Find examples within LMA<br />Look to your clients (they ARE out there) <br />Be prepared for negative feedback<br />Have a backup plan<br />Weigh your options – don’t be everywhere, just be where it makes sense <br />21<br />
  34. 34. Time<br />Start-up <br />Implementation <br />Tools and technology<br />22<br />
  35. 35. Lessons from the Front Line: The Consultant’s Perspective<br />
  36. 36. What I Learned<br />Everybody has a great story to tell <br />The medium is not the message<br />The message received is the message<br />Effective communication is hard work <br />Value is king<br />
  37. 37. What Else?<br />Social Media is not a volume equation<br />Social Media is not just for fun<br />Social Media is not formulaic<br />Social Media is not going away<br />Social Media is not difficult<br />25<br />
  38. 38. Moving to the Next Stage<br />How do we make sense of all of this? <br />
  39. 39. Getting Started and Moving Ahead<br />Sell your firm based on knowledge and need.<br />Strengthen your weaknesses.<br />Make sure commitment is secure.<br />Decide who will be in charge.<br />Build Social Media guidelines.<br />Communicate, communicate, communicate!<br />27<br />
  40. 40. What’s In A Social Media Plan?<br />It fits within your Marketing Plan.<br />It’s not a cure-all for existing challenges.<br />Similar components as your Marketing Plan<br />Benchmark your & your competitors’ digital presence.<br />Set realistic goals based on existing Plan.<br />28<br />
  41. 41. What’s In A Social Media Plan?<br />(Continued)<br />Decide how you are going to measure progress.<br />Identify your social media brand.<br />Identify clients, influencers & advocates.<br />Create strategy for each group.<br />Create a Social Media editorial calendar.<br />29<br />
  42. 42. Questions…?Laura Gutierrez: Winthrop & Weinstine, P.A……………….(612) 604-6309Email: lgutierrez@winthrop.com Website: http://www.winthrop.com Blog: http://www.duetsblog.com LinkedIn: http://www.linkedin.com/in/laurajgutierrez Lance Godard: The Godard Group……………………….(216) 235-3214 Email: lance@thegodardgroup.com Website: http://thegodardgroup.com Blog: http://writingthisdown.blogspot.com Twitter: http://twitter.com/lancegodard Facebook: http://www.facebook.com/22Tweets Nancy Myrland: Myrland Marketing……………………….(317) 370-9684Email: nancy@myrlandmarketing.com Blog: www.myrlandmarketing.com Twitter:  http://www.twitter.com/nancymyrlandLinkedIn: http://www.linkedin.com/in/myrlandmarketing Facebook: http://www.facebook.com/nancymyrlandYouTube: http://www.youtube.com/nancymyrland <br />30<br />
  43. 43. Just remember….<br />If you build it, don’t expect them to come.<br />KICK FEAR TO THE CURB!<br />IT’S ALL ABOUT THE RELATIONSHIPS & CONVERSATION.<br />IT’S ABOUT PEOPLE, NOT LOGOS.<br />IT’S ABOUT MAKING YOUR FIRM APPROACHABLE.<br />IT’S CALLED SOCIAL NETWORKING FOR A REASON.<br />31<br />
  44. 44. THANK YOU….Laura Gutierrez: Winthrop & Weinstine, P.A……………….(612) 604-6309Email: lgutierrez@winthrop.com Website: http://www.winthrop.com Blog: http://www.duetsblog.com LinkedIn: http://www.linkedin.com/in/laurajgutierrez Lance Godard: The Godard Group……………………….(216) 235-3214 Email: lance@thegodardgroup.com Website: http://thegodardgroup.com Blog: http://writingthisdown.blogspot.com Twitter: http://twitter.com/lancegodard Facebook: http://www.facebook.com/22Tweets Nancy Myrland: Myrland Marketing……………………….(317) 370-9684Email: nancy@myrlandmarketing.com Blog: www.myrlandmarketing.com Twitter:  http://www.twitter.com/nancymyrlandLinkedIn: http://www.linkedin.com/in/myrlandmarketing Facebook: http://www.facebook.com/nancymyrlandYouTube: http://www.youtube.com/nancymyrland <br />32<br />

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