The Emerging Social Law Firm
Why your next intranet, alumni website or
firm website will beasocial network

Dora Martinez
...
“Everything that can
be social will be.”
JEFFREY DACHIS, CEO @ DACHIS GROUP
SOCIAL PERVADES OUR NONBUSINESS LIFE
You already know social:

Profiles
Connections
Rating

Sharing
Tagging

Why is it eas...
THE SOCIAL BUSINESS IS BUILT
ON SOCIAL NETWORKS
AKA:

Social Portal
Social Intranet

Social Business
Social Network

Socia...
“The future of work
is social. I haven’t
got a doubt about it.”
LUIS SUAREZ, SOCIAL COMPUTING EVANGALIST @ IBM
SOCIAL NETWORKS ARE THE
NEW NORMAL
“…by the end of 2013 more
than 90% of Fortune 500
companies will have
partially or full...
“This is the end of
business as usual.”
BRIAN SOLIS, PRINCIPAL @ ALTIMETER GROUP
Your headlines should make a
point, and not just be a label
Your headlines should make a
point, and not just be a label
Your headlines should make a
point, and not just be a label
DO WE HAVE ENOUGH SOCIAL
NETWORKS?

No.
BUSINESS CASE FOR SOCIAL
BUSINESS
It‟s all about:

Content
Collaboration
Communication
“If HP knew what HP
knows we would be
three times more
productive.”
LEW PLATT, FORMER CEO @ HEWLETT PACKARD
“You have to grab onto
the new communication
and collaboration
systems or you will
simply end up roadkill.”
GEOFFREY MOORE...
“As a social enterprise,
everyone in the company
is a subject matter
expert. It’s been totally
transformational for us.”
C...
“This is not an
information age. It’s
an age of networked
intelligence.”
DON TAPSCOTT, AUTHOR OF WIKINOMICS
“Your social platform
will become the
motherboard of your
business”
SANDY CARTER, VP OF SOCIAL BUSINESS @ IBM
Implement Your Firm’s Social Network

HighQ Intranet
Dora Martinez
Chief Knowledge Officer @ Sheppard Mullin
The Emerging Social Law Firm
Our Story

Dora Martinez
Chief Knowledge Officer
Sheppard Mullin Richter & Hampton LLP
© Shep...
The Importance of Social Tools

“If what you are doing in IT or KM
doesn't have social in it then stop and
start again. It...
Our Strategy
 Understand users raised expectations


Highly mobile
 Instant access, device agnostic
 Easy, intuitive, ...
Our Solution
 Chose the right partner with proven solution


Web site that adapts to any mobile device
 Provides an opt...
Our Journey
 Spin up our new site


Test, test and test again
 Get comfortable

 Migrate



Transition our data
Tran...
Our Results
 Greater user adoption


Our partners love it
 Our clients love it

 Creative uses






Deal rooms
C...
Social = Mobility = Flexibility
Our Future
 Evangelize
social collaboration



Discussion boards
Wikis

 Deliver current events (news aggregators)

...
Implement Your Firm’s Social Network

Yammer Intranet
Stuart Kay
Director of Global Business Services @ Baker & McKenzie
The Emerging Social Law Firm
Stuart Kay, Director Global Business Systems, Baker & McKenzie

Legal Marketing Association |...
Personal

© 2013 Baker & McKenzie LLP

Work

33
Baker & McKenzie

© 2013 Baker & McKenzie LLP

 74 Offices
 46 Countries
 4500+ Partners
and Lawyers
 55+ Nationalitie...
Some basics
© 2013 Baker & McKenzie LLP
Beliefs
–
–
–
–
–
–

There is demand
There is utility
Value (ROI) is (can) not accurately measured
Social media usage is a...
Foundations
–
–
–
–

Platforms must be stable, secure, scalable and flexible
UX is critical (intuitive, innovative, tested...
Nominal social media building blocks
Keitzman’s honeycomb framework
–
–

–
–

Identity: The identity block represents the ...
Keitzman‟s honeycomb framework – 2
–

–
–

Relationships: The relationships block represents the extent to which
users can...
Keitzman‟s framework – examples
–

–

LinkedIn users are thought to care mostly about
identity, reputation, and relationsh...
SM @ BM evolution – parallels
– Late 1990s:



Internal: “BakerWeb” – CoPs, but non-intuitive, static and out of date
Pu...
Social intranet
evolution
© 2013 Baker & McKenzie LLP
BakerWorld
– SharePoint 2007 intranet / portal
– Objectives:


A platform that could evolve



Centralized governance, d...
BakerWorld – team sites (incl. client teams)

© 2013 Baker & McKenzie LLP

Identity
Conversations
Sharing
Presence
Relatio...
BakerWorld – project sites

© 2013 Baker & McKenzie LLP

45
Collaboration – virtual teams
– Recent core project team + critical contributors
comprised:


20 people



From 7 office...
Time zones

© 2013 Baker & McKenzie LLP

47
BakerWorld – project collaboration

© 2013 Baker & McKenzie LLP

Identity
Conversations
Sharing
Presence
Relationships
Rep...
BakerWorld - discussions

© 2013 Baker & McKenzie LLP

Identity
Conversations
Sharing
Presence
Relationships
Reputation
Gr...
BakerWorld – people / presence

© 2013 Baker & McKenzie LLP

Identity
Conversations
Sharing
Presence
Relationships
Reputat...
Yammer for discussions?
– SharePoint discussions limited


Quest web part acquired to enhance SharePoint



Quest better...
Yammer for discussions!
– First Yammer groups set up early 2010


In the cloud



No publicity, slow adoption



Mostly...
BakerWorld – Yammer integration
– We acquired an enterprise license in December 2011


We still did not publicize it



...
Yammer – available everywhere

© 2013 Baker & McKenzie LLP

Identity
Conversations
Sharing
Presence
Relationships
Reputati...
Yammer – organic growth

© 2013 Baker & McKenzie LLP

55
Lessons learned
– Must be seamless (lack of single sign-on was a huge
problem)
– Most effective where there is an influent...
The Future?
–
–
–
–

Have already federated Lync with 1 of our clients
Investigating federation of Yammer with other clien...
Social Alumni
© 2013 Baker & McKenzie LLP
Alumni – system
– Proprietary Alumni website
– Single database manages all lawyer & staff (current &
alumni) information
–...
Alumni – social
– 1000+ registered in first year; 35,000 possible
– Enables current lawyers & staff to connect with alumni...
© 2013 Baker & McKenzie LLP

61
© 2013 Baker & McKenzie LLP

62
The Emerging Social Law Firm
Stuart Kay, Director Global Business Systems, Baker & McKenzie

Legal Marketing Association |...
Implement Your Firm’s Social Network

Drupal Intranet
Sonny Cohen
Director of Internet Marketing Strategy @ Duo Consulting
ANONYMOUS (BUT REAL) EAST
COAST LAW FIRM
Drupal “Open Atrium” Open Source
< $20,000
170 Attorneys
“Social business:
This is not a
drill, people.”
JEFF GIBBARD, PRESIDENT @ TRUE VOICE MEDIA
“It’s about
relationships, not
technology.”
DENNIS AGUSI, GLOBAL INTERNATIONAL COMMUNICATIONS OFFICER @ PHILIPS
RESOURCES
End of Business as Usual, Brian Solis
Social Business by Design, Dion Hinchcliffe
Capturing Community, Michael S...
REFERENCES
Content from:

Inside Communications: Social
Networking Quotes
Deloitte Touche Tohmatsu Ltd:
Technology, Media ...
Dora Martinez

Stuart Kay

Sonny Cohen

Sheppard Mullin

Baker & McKenzie

Duo Consulting

Chief Knowledge Officer

Direct...
LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a...
LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a...
LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a...
LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a...
LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a...
LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a...
LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a...
LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a...
LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a...
LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a...
Upcoming SlideShare
Loading in …5
×

LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a social community

1,036 views

Published on

The Internet is increasingly social – and that means more than social media. We are seeing emerging uses in the legal industry for social firm intranets, social alumni websites and socially collaborative team environments. While many law firms still grapple with social media, some have taken the next steps moving beyond third-party social media to the introduction of their own social business environments. You will learn from the in-house experiences from executives of two firms who have pursued this path and a law industry digital marketer who claims that future is now.

Today, as a rule, many law firm intranets are drab HR form repositories brightened occasionally with birthday announcements and plans for the firm picnic. Alumni communities are outsourced to an invite-only LinkedIn group or an alumni website offering little opportunity for two-way communication. Client teams brave their way through the constraints of limited project extranet collaboration. The best is yet to come.

Known broadly as Enterprise Social Networks, social intranets foster collaboration, communication and knowledge-sharing among employees. And while not a household word in law firms, Deloitte predicts that by the end of 2013 more than 90 percent of Fortune 500 companies will have implemented one. These new platforms will connect industry teams, practice areas and serve to minimize the endlessly threaded, reply-all emails while promoting greater awareness of resources and experience.

Law firm marketers will want to tune into these emerging communication strategies as social communities will not only engage internal participants but can also be extended to clients, prospects and your targeted industries and practice areas. Bring this thought leadership to your firm so that they may begin now to gain the experiences that are already permeating leading businesses.

You will learn:
•Law firm case stories to help you better understand the functions of social business communities
•How you might gain awareness, project sponsorship, and implementation of social intranets based on the experiences of firms who have been here and done this
•How your firm can achieve the baseline functionality of existing intranets while raising performance using a social platform
•Performance, engagement and ROI indicators you should know
•The business momentum driving development of privately managed social communities

Moderator
•Sonny Cohen, Director of Internet Marketing Strategy, Duo Consulting

Speakers
•Stuart Kay, Director, Global Business Systems, Baker & McKenzie
•Dora Martinez, Chief Knowledge Officer, Sheppard Mullin

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,036
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

LMAtech2013: THE EMERGING SOCIAL LAW FIRM - Why your firm’s next intranet, alumni website or project environment will be a social community

  1. 1. The Emerging Social Law Firm Why your next intranet, alumni website or firm website will beasocial network Dora Martinez Stuart Kay Sonny Cohen Sheppard Mullin Baker & McKenzie Duo Consulting
  2. 2. “Everything that can be social will be.” JEFFREY DACHIS, CEO @ DACHIS GROUP
  3. 3. SOCIAL PERVADES OUR NONBUSINESS LIFE You already know social: Profiles Connections Rating Sharing Tagging Why is it easier to set up dinner plans with friends on Facebook than a business meeting via email?
  4. 4. THE SOCIAL BUSINESS IS BUILT ON SOCIAL NETWORKS AKA: Social Portal Social Intranet Social Business Social Network Social business is a connected business
  5. 5. “The future of work is social. I haven’t got a doubt about it.” LUIS SUAREZ, SOCIAL COMPUTING EVANGALIST @ IBM
  6. 6. SOCIAL NETWORKS ARE THE NEW NORMAL “…by the end of 2013 more than 90% of Fortune 500 companies will have partially or fully implemented an Enterprise Social Network.”
  7. 7. “This is the end of business as usual.” BRIAN SOLIS, PRINCIPAL @ ALTIMETER GROUP
  8. 8. Your headlines should make a point, and not just be a label
  9. 9. Your headlines should make a point, and not just be a label
  10. 10. Your headlines should make a point, and not just be a label
  11. 11. DO WE HAVE ENOUGH SOCIAL NETWORKS? No.
  12. 12. BUSINESS CASE FOR SOCIAL BUSINESS It‟s all about: Content Collaboration Communication
  13. 13. “If HP knew what HP knows we would be three times more productive.” LEW PLATT, FORMER CEO @ HEWLETT PACKARD
  14. 14. “You have to grab onto the new communication and collaboration systems or you will simply end up roadkill.” GEOFFREY MOORE, CHAIRMAN EMERITUS @ TCG ADVISORS
  15. 15. “As a social enterprise, everyone in the company is a subject matter expert. It’s been totally transformational for us.” CARL CADMEN, PRESIDENT & CEO @ KELLY SERVICES
  16. 16. “This is not an information age. It’s an age of networked intelligence.” DON TAPSCOTT, AUTHOR OF WIKINOMICS
  17. 17. “Your social platform will become the motherboard of your business” SANDY CARTER, VP OF SOCIAL BUSINESS @ IBM
  18. 18. Implement Your Firm’s Social Network HighQ Intranet Dora Martinez Chief Knowledge Officer @ Sheppard Mullin
  19. 19. The Emerging Social Law Firm Our Story Dora Martinez Chief Knowledge Officer Sheppard Mullin Richter & Hampton LLP © Sheppard, Mullin, Richter & Hampton LLP 2013
  20. 20. The Importance of Social Tools “If what you are doing in IT or KM doesn't have social in it then stop and start again. It‟s as simple as that.” Pete Williams, Deloitte
  21. 21. Our Strategy  Understand users raised expectations  Highly mobile  Instant access, device agnostic  Easy, intuitive, responsive  Secure environment  Meet those expectation    Take best ideas from consumer sites Add high-grade security and control Focus on user experience & innovation
  22. 22. Our Solution  Chose the right partner with proven solution  Web site that adapts to any mobile device  Provides an optimal user experience on any platform  No need for an “app”  Offer more than a landing page  Secure file sharing  Team & matter collaboration  Project management  Communities of practice  Enterprise social network
  23. 23. Our Journey  Spin up our new site  Test, test and test again  Get comfortable  Migrate   Transition our data Transition our users  Settle in   Talk up new features Market, market, market
  24. 24. Our Results  Greater user adoption  Our partners love it  Our clients love it  Creative uses      Deal rooms Contract management Project Management Budget management Matter management  Main communicationsvehicle
  25. 25. Social = Mobility = Flexibility
  26. 26. Our Future  Evangelize social collaboration   Discussion boards Wikis  Deliver current events (news aggregators)    Events affecting client Events affecting client‟s competitors Events affecting client‟s industry
  27. 27. Implement Your Firm’s Social Network Yammer Intranet Stuart Kay Director of Global Business Services @ Baker & McKenzie
  28. 28. The Emerging Social Law Firm Stuart Kay, Director Global Business Systems, Baker & McKenzie Legal Marketing Association | Legal Marketing Technology Conference | San Francisco, October 2013 Baker & McKenzie LLP is a member firm of Baker & McKenzie International, a Swiss Verein with member law firms around the world. In accordance with the common terminology used in professional service organizations, reference to a "partner" means a person who is a partner, or equivalent, in such a law firm. Similarly, reference to an "office" means an office of any such law firm. © 2013 Baker & McKenzie LLP
  29. 29. Personal © 2013 Baker & McKenzie LLP Work 33
  30. 30. Baker & McKenzie © 2013 Baker & McKenzie LLP  74 Offices  46 Countries  4500+ Partners and Lawyers  55+ Nationalities  70+ Languages
  31. 31. Some basics © 2013 Baker & McKenzie LLP
  32. 32. Beliefs – – – – – – There is demand There is utility Value (ROI) is (can) not accurately measured Social media usage is a personal choice There are evangelists and skeptics The process is evolutionary, and inescapable © 2013 Baker & McKenzie LLP 36
  33. 33. Foundations – – – – Platforms must be stable, secure, scalable and flexible UX is critical (intuitive, innovative, tested) Agile development, iterative testing Omni-channel is a goal © 2013 Baker & McKenzie LLP 37
  34. 34. Nominal social media building blocks Keitzman’s honeycomb framework – – – – Identity: The identity block represents the extent to which users reveal their identities in a social media setting. Conversations: The conversations block of the framework represents the extent to which users communicate with other users in a social media setting. Sharing: Sharing represents the extent to which users exchange, distribute, and receive content. Presence: Presence represents the extent to which users can know if other users are accessible. © 2013 Baker & McKenzie LLP 38
  35. 35. Keitzman‟s honeycomb framework – 2 – – – Relationships: The relationships block represents the extent to which users can be related to other users (i.e. have some form of association that leads them to converse, share objects of sociality, meet up, or simply just list each other as a friend or follower). Reputation: Reputation is the extent to which users can identify the standing of others, including themselves, in a social media setting. Groups: The group functional block represents the extent to which users can form communities and sub communities. The more „social‟ a network becomes, the bigger the group of friends, followers, and contacts. © 2013 Baker & McKenzie LLP 39
  36. 36. Keitzman‟s framework – examples – – LinkedIn users are thought to care mostly about identity, reputation, and relationships YouTube's primary features are sharing, conversations, groups, and reputation. © 2013 Baker & McKenzie LLP Identity Conversations Sharing Presence Relationships Reputation Groups Identity Conversations Sharing Presence Relationships Reputation Groups 40
  37. 37. SM @ BM evolution – parallels – Late 1990s:   Internal: “BakerWeb” – CoPs, but non-intuitive, static and out of date Public: “BakerNet” – static and out of date – Mid to late 2000s:   Internal: New collaborative intranet (portal) Public: New, more dynamic website, including blogs – Early 2010s:  Internal: + More teams, projects, blogs + presence +  Public: + Alumni + more blogs + more presence on © 2013 Baker & McKenzie LLP 41
  38. 38. Social intranet evolution © 2013 Baker & McKenzie LLP
  39. 39. BakerWorld – SharePoint 2007 intranet / portal – Objectives:  A platform that could evolve  Centralized governance, decentralized content management (for both publication and collaboration)  Dynamic collaboration (project and team sites, blogs, discussion boards, lists)  Directories including expertise © 2013 Baker & McKenzie LLP Identity Conversations Sharing Presence Relationships Reputation Groups 43
  40. 40. BakerWorld – team sites (incl. client teams) © 2013 Baker & McKenzie LLP Identity Conversations Sharing Presence Relationships Reputation Groups
  41. 41. BakerWorld – project sites © 2013 Baker & McKenzie LLP 45
  42. 42. Collaboration – virtual teams – Recent core project team + critical contributors comprised:  20 people  From 7 offices / 6 time zones – PLUS: Contributions and guidance from IT managers and trainers from all offices in nearly all time zones © 2013 Baker & McKenzie LLP 46
  43. 43. Time zones © 2013 Baker & McKenzie LLP 47
  44. 44. BakerWorld – project collaboration © 2013 Baker & McKenzie LLP Identity Conversations Sharing Presence Relationships Reputation Groups 48
  45. 45. BakerWorld - discussions © 2013 Baker & McKenzie LLP Identity Conversations Sharing Presence Relationships Reputation Groups 49
  46. 46. BakerWorld – people / presence © 2013 Baker & McKenzie LLP Identity Conversations Sharing Presence Relationships Reputation Groups 50
  47. 47. Yammer for discussions? – SharePoint discussions limited  Quest web part acquired to enhance SharePoint  Quest better, but still patchy adoption (used extensively by IT) – Yammer advantages  Intuitive functions and layout  New product buzz  Not authorized by B&M!  Available on any mobile device © 2013 Baker & McKenzie LLP 51
  48. 48. Yammer for discussions! – First Yammer groups set up early 2010  In the cloud  No publicity, slow adoption  Mostly IT, with some social network evangelists  As of 3 March 2011, there were 122 members – An influencer in BD / Marketing joined Yammer in February 2011  By December 2011, there were 587 users, and loud demand © 2013 Baker & McKenzie LLP 52
  49. 49. BakerWorld – Yammer integration – We acquired an enterprise license in December 2011  We still did not publicize it  Lack of single sign-on was the largest obstacle to wider adoption – Integration with BakerWorld around September 2012  By December 2012, there were 1972 unique users © 2013 Baker & McKenzie LLP 53
  50. 50. Yammer – available everywhere © 2013 Baker & McKenzie LLP Identity Conversations Sharing Presence Relationships Reputation Groups 54
  51. 51. Yammer – organic growth © 2013 Baker & McKenzie LLP 55
  52. 52. Lessons learned – Must be seamless (lack of single sign-on was a huge problem) – Most effective where there is an influential thought leader who adopts (or mandates) it – Evangelists require it; skeptics ignore it until they can‟t – Groups and discussions come and go – it‟s an organic process; they thrive where there is a specific topic – File sharing is simple, but basic (too basic) – Transition from email is challenging © 2013 Baker & McKenzie LLP 56
  53. 53. The Future? – – – – Have already federated Lync with 1 of our clients Investigating federation of Yammer with other clients Upgrading SharePoint for additional social features Real omni-channel is a way off © 2013 Baker & McKenzie LLP 57
  54. 54. Social Alumni © 2013 Baker & McKenzie LLP
  55. 55. Alumni – system – Proprietary Alumni website – Single database manages all lawyer & staff (current & alumni) information – Synchronized with central people billing system, and multiple CRMs © 2013 Baker & McKenzie LLP 59
  56. 56. Alumni – social – 1000+ registered in first year; 35,000 possible – Enables current lawyers & staff to connect with alumni – Photobooks, and videos of our history & meetings 1950 to present are popular – Cross channel approach with – 6 established regional groups with regular events © 2013 Baker & McKenzie LLP 60
  57. 57. © 2013 Baker & McKenzie LLP 61
  58. 58. © 2013 Baker & McKenzie LLP 62
  59. 59. The Emerging Social Law Firm Stuart Kay, Director Global Business Systems, Baker & McKenzie Legal Marketing Association | Legal Marketing Technology Conference | San Francisco, October 2013 Baker & McKenzie LLP is a member firm of Baker & McKenzie International, a Swiss Verein with member law firms around the world. In accordance with the common terminology used in professional service organizations, reference to a "partner" means a person who is a partner, or equivalent, in such a law firm. Similarly, reference to an "office" means an office of any such law firm. © 2013 Baker & McKenzie LLP
  60. 60. Implement Your Firm’s Social Network Drupal Intranet Sonny Cohen Director of Internet Marketing Strategy @ Duo Consulting
  61. 61. ANONYMOUS (BUT REAL) EAST COAST LAW FIRM Drupal “Open Atrium” Open Source < $20,000 170 Attorneys
  62. 62. “Social business: This is not a drill, people.” JEFF GIBBARD, PRESIDENT @ TRUE VOICE MEDIA
  63. 63. “It’s about relationships, not technology.” DENNIS AGUSI, GLOBAL INTERNATIONAL COMMUNICATIONS OFFICER @ PHILIPS
  64. 64. RESOURCES End of Business as Usual, Brian Solis Social Business by Design, Dion Hinchcliffe Capturing Community, Michael Silverman The Collaborative Organization, Jacob Morgan
  65. 65. REFERENCES Content from: Inside Communications: Social Networking Quotes Deloitte Touche Tohmatsu Ltd: Technology, Media & Telecommunications predictions 2013
  66. 66. Dora Martinez Stuart Kay Sonny Cohen Sheppard Mullin Baker & McKenzie Duo Consulting Chief Knowledge Officer Director of Global Business Services Director of Internet Marketing Strategy stuart.kay@bakermckenzie.com scohen@duoconsulting.com dmartinez@sheppardmullin.com

×