L E A D E R NETWORKS      A practical guide to        social media forthe business and practice of law              Vaness...
L E A D E R NETWORKS                                                  Goals      • Examination of social media and how it ...
L E A D E R NETWORKS                                        Presenter’s BIO      •      Vanessa DiMauro is the CEO of Lead...
L E A D E R NETWORKS  Professional networking &         social media      It’s all about connecting                 online...
L E A D E R NETWORKS                             The Benefits of Using Social Media                           Social media...
L E A D E R NETWORKS  Social Connecting & Online Professional Networking Differences      Social connecting is about fun, ...
L E A D E R NETWORKS                           Lawyers Are Using Online Networking Now      According to the Networks for ...
L E A D E R NETWORKSThe Social Media Landscape                                            8
L E A D E R NETWORKS                           Example of Digital Channels for Lawyers               Blogs and            ...
L E A D E R NETWORKS        Primary Professional Networking Activities for Lawyers    •Alerts                             ...
L E A D E R NETWORKS                 Social Media = A Business Process Redesign for Online                             Col...
L E A D E R NETWORKS                           Maintaining a Positive Online Reputation             Career Builder did a s...
L E A D E R NETWORKS                           Listening: Reputation Management    • Discover your online identity        ...
L E A D E R NETWORKS                           Listening: Monitoring the Online Channels      Find blogs that you want to ...
L E A D E R NETWORKS                                  Three Main Business Drivers                                for Couns...
L E A D E R NETWORKS                     Factors for Choosing a Professional Network    Brand: Seek sites with a strong in...
L E A D E R NETWORKS                    Collaborating: Vetting a Professional Network      Be cautious when:      • The si...
L E A D E R NETWORKS                                Collaborating & Promoting:                           The Importance of...
L E A D E R NETWORKS      Case studies: Best Practice Social Networks for Lawyers      Martindale-Hubbell Connected       ...
L E A D E R NETWORKS      Collaborating: Creating an Effective Social Media Profile                                       ...
L E A D E R NETWORKS                           Another Effective Social Media Profile                                     ...
L E A D E R NETWORKS          Example: How a Professional Network Profile Is Used    Sam maintains a profile on 2-3 key pr...
L E A D E R NETWORKS                                    The Network Effect        Professional networking success         ...
L E A D E R NETWORKS                            How to Connect to a Peer Online      •      Find people to whom you want t...
L E A D E R NETWORKS                           Inviting Others to Connect Online      Call it “the Virtual Handshake” – Be...
L E A D E R NETWORKS                              Keeping Connections Alive                              Best Practices & ...
L E A D E R NETWORKS                               LinkedIn and Connected                           as an Online Promotion...
L E A D E R NETWORKS           Using Martindale-Hubbell Connected to Build Connections   Martindale Hubbell Connected – a ...
L E A D E R NETWORKS   Community Connects Network To Professional Context                                                 ...
L E A D E R NETWORKS       Professional Networks for Peer Collaboration   “You have a time-sensitive question you need ans...
L E A D E R NETWORKS               Professional Networks for Collaboration in Action                    “What is the word ...
L E A D E R NETWORKS                    Participating in Online Discussions and Groups                           In a disc...
L E A D E R NETWORKS                           Using Groups to Segment Your Audience      • Groups are a great way to segm...
L E A D E R NETWORKS           “I Want to Deepen My Relationship With Clients and                       Contacts” Using So...
L E A D E R NETWORKS                          “How Do I Use Social Media to Increase                         Professional ...
L E A D E R NETWORKS              Promoting: Using Social Media to Prospect                  Or ... How social media are j...
L E A D E R NETWORKS          Professional Networks for Sourcing Global Lawyers                                    “I need...
L E A D E R NETWORKS                         Use Social Media To Take The Pulse of                             Legal Issue...
L E A D E R NETWORKS     8 Minute Social Media Game Plan     For an effective Social Media savvy lawyer...     •      Spen...
L E A D E R NETWORKS                         Ethics, Guidelines & Best Practices     Be transparent and clear in identity ...
L E A D E R NETWORKS                               A Social Media Project Plan                 Innovation             Desi...
L E A D E R NETWORKS                         What You Need to Succeed: the Three P’s     • A Purpose for engaging         ...
L E A D E R NETWORKS                                 Managing Expectations     • Return on Social media takes time        ...
L E A D E R NETWORKS                          Social Media Is Here to Stay     OPPORTUNITY     • Still (great) room for ma...
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A Practical Guide To Using Social Media For Lawyers

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This presentation provides a detailed overview for how legal professionals can use social media to support the business and practice of law.

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A Practical Guide To Using Social Media For Lawyers

  1. 1. L E A D E R NETWORKS A practical guide to social media forthe business and practice of law Vanessa DiMauro CEO, Leader Networks 617 484 0778 vdimauro@leadernetworks.com
  2. 2. L E A D E R NETWORKS Goals • Examination of social media and how it applies to legal professionals – Survey of the applicable tools and an overview of how they work – Examination of Law 2.0 trends – Exploration of social media rules of engagement, ethics and participation guidelines • Case study application of social media to key drivers in the business and practice of law – Use cases built upon LinkedIn and Martindale Hubbell Connected professional networks • Best practice knowledge and planning guide for using social media in the legal profession(c) Leader Networks 2009 http://www.leadernetworks.com 2
  3. 3. L E A D E R NETWORKS Presenter’s BIO • Vanessa DiMauro is the CEO of Leader Networks. A pioneer in business-to-business community building, Vanessa has been creating successful virtual communities and networks for more than fifteen years. Vanessa is a popular speaker, researcher and author on social networking, online communities and Web 2.0 for businesses. With a research background, Vanessa takes the approach of a cultural anthropologist to guide businesses on the use of social networking and virtual community building to get closer to the customer, generate revenue and achieve significant ROI. She has founded and run leading online professional communities such as Cambridge Information Network (CIN), Computerworld Executive Suite and CXO Systems Peer Visibility Network. • Vanessa also serves as an Executive-In-Residence at Babson College for their MBA program. She has led executive education courses at UCLA’s Anderson School, the University of Miami and at the University of Chicago. Women in Technology International (WITI) named Vanessa DiMauro one of "Bostons Most Influential Women in Technology." She holds both a B.A. and an M.A. from Boston College. 3(c) Leader Networks 2009 http://www.leadernetworks.com
  4. 4. L E A D E R NETWORKS Professional networking & social media It’s all about connecting online 4(c) Leader Networks 2009 http://www.leadernetworks.com
  5. 5. L E A D E R NETWORKS The Benefits of Using Social Media Social media means you connecting and collaborating with other legal professionals using online tools Getting new business Extending your reputation online Finding new ideas and peers Discovering answers to questions online Reaching outside counsel Connecting online 5(c) Leader Networks 2009 http://www.leadernetworks.com
  6. 6. L E A D E R NETWORKS Social Connecting & Online Professional Networking Differences Social connecting is about fun, friends and family sharing online Online professional networking helps business professionals find each other, interact, collaborate, and share information essential to achieve a business objective • Virtual networks are today’s digital business cards • Examples of online professional networks include: – LinkedIn (www.linkedin.com) All types of professionals – Martindale-Hubbell Connected (www.martindale.com/connected) Legal professionals – Sermo (www.sermo.com) Physicians 6(c) Leader Networks 2009 http://www.leadernetworks.com
  7. 7. L E A D E R NETWORKS Lawyers Are Using Online Networking Now According to the Networks for Counsel (2008) study by Leader Networks and LexisNexis… Approximately 50% of counsel belong to a social network such as LinkedIn or MySpace (as of April 2008) • Corporate Counsel are over 3x more likely to use their network for professional reasons • Counsel prefer a private online network for just attorneys • Martindale-Hubbell Connected is the online network attorneys favor most And they believe it helps them work… – Access to information I can’t get anyplace else – 46% – Easier exchange of information – 45% – More quickly find and evaluate the right legal partners – 29% 7(c) Leader Networks 2009 http://www.leadernetworks.com
  8. 8. L E A D E R NETWORKSThe Social Media Landscape 8
  9. 9. L E A D E R NETWORKS Example of Digital Channels for Lawyers Blogs and Reputation Community Social Networks Online News Aggregators 9(c) Leader Networks 2009 http://www.leadernetworks.com
  10. 10. L E A D E R NETWORKS Primary Professional Networking Activities for Lawyers •Alerts 2. Collaborating •Enhance your profile •Feeds •Blogs •Scans •Join an appropriate community •Podcasts •Create a basic profile •Photos & videos •Connect with others •Social bookmarking •Ratings and rankings •Blog comments •Discussions & groups •Questions & answers 1. Listening 3. Promoting Utilizing Online Legal Business Tools • Preferred provider management • Integrated search • Client ratings 10(c) Leader Networks 2009 http://www.leadernetworks.com
  11. 11. L E A D E R NETWORKS Social Media = A Business Process Redesign for Online Collaboration and Promotion Strapping new tools onto an old process won’t yield the desired results 11(c) Leader Networks 2009 http://www.leadernetworks.com
  12. 12. L E A D E R NETWORKS Maintaining a Positive Online Reputation Career Builder did a study (Sept. 2008) on how employers and hiring managers use social media to vet candidates. Top factors that influenced their hiring decision included: • 48% - candidate’s background supported their qualifications • 43% - candidate had great communication skills • 40% - candidate was a good fit for the company’s culture • 36% - candidate’s site conveyed a professional image • 31% - candidate had great references posted about them by others • 30% - candidate showed a wide range of interests • 29% - candidate received awards and accolades • 24% - candidate’s profile was creative Keep your digital persona professional and appropriate Clean up any digital dirt on personal sites 12(c) Leader Networks 2009 http://www.leadernetworks.com
  13. 13. L E A D E R NETWORKS Listening: Reputation Management • Discover your online identity – Research yourself, your firm or company and your area of practice – http://www.google.com/alerts – Fix or edit any incorrect information about you or your firm. • If you find yourself quoted, mentioned or commented about on a blog or article, use comments area to respond – right away Activity + Credibility = Visibility 13(c) Leader Networks 2009 http://www.leadernetworks.com
  14. 14. L E A D E R NETWORKS Listening: Monitoring the Online Channels Find blogs that you want to read regularly and follow those blogs • Visit them regularly (manually) or • Use a web browser to follow that RSS feed or • Subscribe by email • Follow bloggers & journalists through RSS • Connect to peers and thought leaders via the Twitter follow feature • Search SlideShare and YouTube and join groups of like-minded professionals 14(c) Leader Networks 2009 http://www.leadernetworks.com
  15. 15. L E A D E R NETWORKS Three Main Business Drivers for Counsel’s Use of Social Media Online Professional Networks for lawyers are a unique opportunity to: 1. Build connections and advance relationships 2. Collaborate with peers to problem solve and create trust 3. Promote yourself and your organization; showcase your own or your firm’s legal expertise 15(c) Leader Networks 2009 http://www.leadernetworks.com
  16. 16. L E A D E R NETWORKS Factors for Choosing a Professional Network Brand: Seek sites with a strong industry footprints to ensure longevity Safety and security: – Participate in networks that you trust, and which provide sufficient security and authentication to make professional users feel safe – This is a key benefit to private, members-only and legal-focused networks Global membership: One of the great benefits of online networking is its global reach. Seek out international communities for business Diversity of features: Your Law 2.0 needs will change over time. Find a network that offers many different ways to participate Size: Look for a critical mass of members in your specialty to achieve your networking goals 16(c) Leader Networks 2009 http://www.leadernetworks.com
  17. 17. L E A D E R NETWORKS Collaborating: Vetting a Professional Network Be cautious when: • The site allows legal advice to be offered electronically • The site’s Terms and Conditions do not respect your privacy, or will sell or rent your contact information • You cannot tell what company or entity created the site ... or why • Members are allowed to advertise or solicit in the forums or interactive areas on the site without permission from the site operator. • There is no authentication process following a registration to ensure you are who you say you are. • Anonymity is allowed throughout the site 17(c) Leader Networks 2009 http://www.leadernetworks.com
  18. 18. L E A D E R NETWORKS Collaborating & Promoting: The Importance of Your Online Profile • Peer referral is the strongest source of jobs, recommendations, new business relationships. • Professionals are increasingly going online first to research firms, people and topics • Online profiles are today’s virtual business card – And they can be forwarded, emailed, bookmarked and linked to • Profiles form the basis for connections as online networking grows in relevance. 18(c) Leader Networks 2009 http://www.leadernetworks.com
  19. 19. L E A D E R NETWORKS Case studies: Best Practice Social Networks for Lawyers Martindale-Hubbell Connected LinkedIn 19(c) Leader Networks 2009 http://www.leadernetworks.com
  20. 20. L E A D E R NETWORKS Collaborating: Creating an Effective Social Media Profile • She is reachable and accessible • Effective photo and contact information • Expertise and area of practice is clear and well defined • Credible authority established • Bio is first person • “She has spoken on 6 continents about the rule of law, women in the law, and the future of the law.” • Links to others = well connected • Interests give personal feeling • Activity and frequency of use establishes commitment 20(c) Leader Networks 2009 http://www.leadernetworks.com
  21. 21. L E A D E R NETWORKS Another Effective Social Media Profile • Approachable photo • Bio written in the 1St person and includes summary – Focus on helping others understand who he is not on impressing with how important he is. • Invitation to connect in introduction • Accessible summary of accomplishments – authentic voice and tone • Recommendations • Blog feed imbedded in profile • Links to website and blog in profile • Groups displayed to show affiliation • Inclusion of human experience – Volunteer focus, travel interests 21(c) Leader Networks 2009 http://www.leadernetworks.com
  22. 22. L E A D E R NETWORKS Example: How a Professional Network Profile Is Used Sam maintains a profile on 2-3 key professional networks • 1 is public, 2 are private legal communities • Sam’s profiles have links to articles, discussion posts, recommendations, & peer connections The profile in action: • Peter is seeking a legal expert to contract out a matter • Peter searches Google and surfaces Sam’s Martindale.com profile based on a key word search • Peter discovers Sam’s Connected profile and logs in or joins Connected • Peter sees Sam has extensive experience in the legal matter under consideration • On LinkedIn, Peter notices that both he and Sam know Louis – Peter calls or emails Louis to get the info on Sam as they are both connected • On Martindale Hubbell Connected, Peter logs in to his account, reads Sam’s contributions in the discussions and requests a connection to him on Connected. • Peter is pleased he has found an expert and hires Sam to handle the matter • Because Peter reminded Louis about Sam through the referral network online, Louis updates Sam’s contact information on his preferred provider list. 22(c) Leader Networks 2009 http://www.leadernetworks.com
  23. 23. L E A D E R NETWORKS The Network Effect Professional networking success means making connections And using them well • Jim connects to 14 people upon joining a Network • Those 14 people live in 12 different states and 1 different country • And represent 7 different areas of expertise • Jim now has the ability to connect with all 14 people’s connections • Jim is now connected to about 400 people • Just by connecting to 14 people 23(c) Leader Networks 2009 http://www.leadernetworks.com
  24. 24. L E A D E R NETWORKS How to Connect to a Peer Online • Find people to whom you want to connect by searching the networks to which you belong or, if you encounter someone you want to know, invite them to connect with you on your preferred network. • If someone initiates a connection and you want to connect: – Accept the invitation – Send a brief thank you note to them – Best practice: If they are a remote connection: email them or send an InMail to them occasionally to keep the connection alive. Be sure to include updates to your work such as recent articles or information. • If you do not want to be connected to someone initiating a connection: – If you do not know the person, it’s OK to ignore the invitation – If you are uncomfortable with ignoring the invitation, send an email or InMail message offering a reason for not connecting (i.e. don’t use that channel often, trying to limit connections, etc.) 24(c) Leader Networks 2009 http://www.leadernetworks.com
  25. 25. L E A D E R NETWORKS Inviting Others to Connect Online Call it “the Virtual Handshake” – Best practices include: • Asking permission to connect is encouraged • Individually decide if it is appropriate to initiate a connection • Always write a personal email – do not use an email template • If a person doesn’t respond, generally do not send a reminder • Thank people for connecting to you 25(c) Leader Networks 2009 http://www.leadernetworks.com
  26. 26. L E A D E R NETWORKS Keeping Connections Alive Best Practices & Opportunities • OK -- you’re connected. Now what? • Unfortunately, people often ignore connections until they need something! Instead .... • Outreach to your contacts every so often – Choose a few a month and email them • Focus on accomplishments, recent wins, new blog post etc. • Send them articles, ideas, discussions they may be interested in • Use feeds and other features on networks to keep your profile active (i.e. Slideshare or blog feed on profile) • Keep track of what your connections are doing to benchmark yourself 26(c) Leader Networks 2009 http://www.leadernetworks.com
  27. 27. L E A D E R NETWORKS LinkedIn and Connected as an Online Promotion Channel • “What are you working on” feature (LinkedIn) – Use to promote or market ideas or activities • Drive traffic to your blog and presentations – Blog, Slideshare, comments feed • Premium service offerings – Pay subscription rate to raise search result visibility – Ability to reach out and contact people you do not know via InMail • Ad Network (LinkedIn) Use all aspects of the profile opportunity to demonstrate – Targeted advertising for a fee to select your thought-leadership so demographic segments when others look you up, you stand apart 27(c) Leader Networks 2009 http://www.leadernetworks.com
  28. 28. L E A D E R NETWORKS Using Martindale-Hubbell Connected to Build Connections Martindale Hubbell Connected – a strong channel for finding others and extending your referral network in single location Legal professionals only membership base = all connections are safe and relevant Recommendation engine helps members find other members contextually Interactive areas like forums, blogs and updates enable knowledge of people, practice and firms to come together 28(c) Leader Networks 2009 http://www.leadernetworks.com
  29. 29. L E A D E R NETWORKS Community Connects Network To Professional Context • Forums, podcast, blog posts, quickpolls offer insight and 360 degree view of your network (and you) • 24X7 online conference of expertise and specialty • Payoff for participation is high. With legal-only networks, 100% target audience. 29(c) Leader Networks 2009 http://www.leadernetworks.com
  30. 30. L E A D E R NETWORKS Professional Networks for Peer Collaboration “You have a time-sensitive question you need answered.”• Post a message in a discussion group – Choose the universe for responses (i.e. LinkedIn = everyone) – Legal professionals only (i.e. Martindale Hubbell Connected) – A private group of select or selected individuals (LinkedIn or Martindale Hubbell Connected)• Launch a quickpoll or survey (i.e. Martindale Hubbell Connected)• Use network mail to reach out to connections (LinkedIn or Martindale Hubbell Connected)• Majority of professionals use peer networks to make strategic decisions Information is gathered, connections are built, decisions are made quickly and effectively online. (c) 30
  31. 31. L E A D E R NETWORKS Professional Networks for Collaboration in Action “What is the word on the street about the impact of this new tax code amendment that just passed?” • You find a group dedicated to tax issues on Martindale Hubbell Connected and join the group. • You look to LinkedIn Answers for a discussion about the new tax code and read the responses. • You search the Membership Directories and profiles for a peer who has expertise in this new tax code and invite him to a discussion • You search Twitter and see what people are saying about the topic. • Once you have a point of view, you continue to participate in the forums and also do a brief podcast on the topic for the online tax group 31(c) Leader Networks 2009 http://www.leadernetworks.com
  32. 32. L E A D E R NETWORKS Participating in Online Discussions and Groups In a discussion In a group • Best for engaging a wide audience on • More private, with a smaller number a topic, question or issue of participants and specific topics • Open to all community members • Often closed and available only to who can read and respond members of the group • Expect quick but only moderately • Participation tends to evolve over deep responses in most cases time and group dynamics apply • Very common to invite others to join • When you join a group, be sure to you in a discussion introduce yourself and participate • Some discussions are transactional – • Make contributions and not sit on the “how do I, where can I” and others sidelines. If you have nothing to add, are more thoughtful and reflective. perhaps the group is not right for you 32(c) Leader Networks 2009 http://www.leadernetworks.com
  33. 33. L E A D E R NETWORKS Using Groups to Segment Your Audience • Groups are a great way to segment the growing audience of professional network users – Connect with other around a common professional interest – Narrow peer groups into smaller, more focused clusters and allows for more substantial professional conversation – Enables “deep dives” into subject matter with others who understand the nuances, language and issues of a specific topic • Joining a group is a more intimate experience than joining a network – Introduce yourself to the group and offer brief background – Participate frequently and offer ideas, questions and insights – Above all, be helpful and pro-active to maximize value for all 33(c) Leader Networks 2009 http://www.leadernetworks.com
  34. 34. L E A D E R NETWORKS “I Want to Deepen My Relationship With Clients and Contacts” Using Social Media INVITE ~ CONNECT ~ SEARCH ~ CONTRIBUTE – Send them a link to a story that would be relevant or interesting to them – Watch their blog on Connected, for example, and use the comment feature – Answer their questions in the discussion groups – Feature them on your blog or reference them favorably in the community Also/Or … – Invite them to participate in an online discussion topic with you – Connect them to others with whom they may want to be connected – Reach out to them every month or so, using the network as the catalyst – Search for all of the lawyers at a client who are members of the network, identify relationships and connect with them 34© Leader Networks 2009 http://www.leadernetworks.com
  35. 35. L E A D E R NETWORKS “How Do I Use Social Media to Increase Professional Credibility & Raise Visibility?” # 1 Opportunity: Be a Thought Leader and share your POV • Through social media the opportunity is there for the taking! • Professional networks offer MANY opportunities to showcase your knowledge • Participation is key to using social media successfully IT is yours for the taking Discuss IT, blog IT, answer IT, poll IT, comment on IT, podcast IT Use the tools of social media to take charge of IT 35© Leader Networks 2009 http://www.leadernetworks.com
  36. 36. L E A D E R NETWORKS Promoting: Using Social Media to Prospect Or ... How social media are just like being at a face-to-face event Prepared Connected In step with others Graceful 36© Leader Networks 2009 http://www.leadernetworks.com
  37. 37. L E A D E R NETWORKS Professional Networks for Sourcing Global Lawyers “I need to hire an IP lawyer in China for an infringement case, but don’t know Chinese law or have any contacts in China” • Search the connections of your peers for Chinese lawyers – Use InMail or contact Connections for references or greater detail on the lawyers surfaced. – Use professional network search and Web search to surface lawyers – Research/vet those found on the professional network • Examine discussion posts, blog entries and profile for relevance© Leader Networks 2009 – Request a connection through peer http://www.leadernetworks.com 37
  38. 38. L E A D E R NETWORKS Use Social Media To Take The Pulse of Legal Issues and Peer Experts Example: “My company is dealing with a new ERISA law. What are other companies doing about it?” Many ways to take the pulse using social media: • Use quickpoll feature on professional communities to launch an anonymous inquiry of your peers. • Start a discussion group • Blog the question and your POV. Invite comments and peer review. • Use search on the network to find other peers and invite them into a group to discuss. Establish a private group for maximum information exchange. • Use search and Google alerts to track news and POV commentary 38© Leader Networks 2009 http://www.leadernetworks.com
  39. 39. L E A D E R NETWORKS 8 Minute Social Media Game Plan For an effective Social Media savvy lawyer... • Spends 5 minutes a day scanning RSS feeds, blogs and emails • 1 second to check reputation alert, topic or company key word alert – 5 minutes to respond-- if need be -- to a blog post or social media entry – Send email to author of great article – invites to connect if she responds • Logs into professional network every few days for about 8-10 minutes – Connects to 1-3 people every few visits – Writes a personalized email to 1-2 connections – Scans forums or blogs • Comments briefly or posts a message • Once or twice a month (at least) – writes or co-writes a blog entry – Twitters new blog post – Posts blog on network profile – RSS sends blog entry automatically to all subscribers – Responds to comments 39© Leader Networks 2009 http://www.leadernetworks.com
  40. 40. L E A D E R NETWORKS Ethics, Guidelines & Best Practices Be transparent and clear in identity and intention Adhere to ethical rules and guidelines governing counsel YOYOW - You own your own words Be responsive & trustworthy Finish what you start Value and create thought leadership 40© Leader Networks 2009 http://www.leadernetworks.com
  41. 41. L E A D E R NETWORKS A Social Media Project Plan Innovation Design Development Assessment Plan Goals and System Design Tools & Metrics and Key Objectives Techniques Milestone Align with Prototype tools Marketing Design document Revisit goals & Who – do you want to attract continue or connect with What – is your point of view: What’s working Identify key goals expert, learner, specialty, tone what’s not? i.e. reputation When – timeframe for mini- milestones that support goals Identify management, channels peer group collaboration, Where- what digital channels online do you want to use thought leadership Why- measurement goals. evangelization 41© Leader Networks 2009 http://www.leadernetworks.com
  42. 42. L E A D E R NETWORKS What You Need to Succeed: the Three P’s • A Purpose for engaging – Know what you want to get out of online professional networking – Define the social media program goals and plans (increase awareness of partners capabilities, share thought leadership) • A Point of View – Use the virtual podium wisely – photo, info & ideas and update – Power to showcase knowledge • let your attorneys show what they know • Transparency is key • If they would be allowed to attend an event without regulation, let them online without controls • Patience – Returns come over time - expect results after 3-6 months. – In person rules of engagement = online rules of engagement 42© Leader Networks 2009 http://www.leadernetworks.com
  43. 43. L E A D E R NETWORKS Managing Expectations • Return on Social media takes time – Roadmaps and process exposure is key • Social media success takes planning – Clients need to know where they want to go • Social media is less structured – Accept that you can not control the outcome of social media efforts entirely – Need to be responsive and proactive at the same time • Social media outcomes CAN be measured – Buzzmetrics, ROI, customer retention, revenue generation, cross-sell/up sell, competitive information value, new client acquisition 43© Leader Networks 2009 http://www.leadernetworks.com
  44. 44. L E A D E R NETWORKS Social Media Is Here to Stay OPPORTUNITY • Still (great) room for market domination in the Legal profession • The barrier to entry is low and returns are high VELOCITY • Greater reach, greater efficiency, low cost • Attract and retain new business (if private practice) or • Connect and grow practice and connections (if corporate counsel) • Can target regional, national & specialty at the same time. BEST PRACTICES • Other industries and people have succeeded so lawyers can learn from those (individuals and industries) who have already succeeded • Treat social media efforts like any other thought leadership or marketing program: set goals, employ best practices, measure and grow 44© Leader Networks 2009 http://www.leadernetworks.com

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