Legal Tech 2009 Social Media Presentation
 

Legal Tech 2009 Social Media Presentation

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Top 5 things every practice should know about social media. This presentation was delivered at Legal Tech West Coast Conference June 25, 2009. It contains results from the Networks For Counsel 2009 ...

Top 5 things every practice should know about social media. This presentation was delivered at Legal Tech West Coast Conference June 25, 2009. It contains results from the Networks For Counsel 2009 Study, blogging best practice and lessons learned from using social media to advance the business and practice of law.

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Legal Tech 2009 Social Media Presentation Legal Tech 2009 Social Media Presentation Presentation Transcript

  • JUNE 24 - 25, 2009 | LOS ANGELES CONVENTION CENTER 5 Things Every Practice Should Know About Web 2.0 Vanessa DiMauro, Leader Networks @vdimauro Mark Beese, Leadership for Lawyers @mbeese David Gotlieb, No Fault Paradise @nofaultparadise John Lipsey, LexisNexis Martindale-Hubbell @MHConnected
  • Goals For This Session • Understand the state of the state of social media for Counsel • Explore strategy and methods for using social media: personal branding, market & business development • Professional experiences and lessons learned from the blogosphere and Twitter • What Lawyers should know when engaging in social media • Answer questions and engage in dialogue about social media best practice LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 2
  • Networks for Counsel 2009 Highlights Vanessa DiMauro CEO, Leader Networks LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 3
  • Networks for Counsel 2009 study Early Findings What we examined • Current use of social media • Online preferences and ratings • Perspectives on Social Networking • Future impact of technology on legal practice Who we surveyed • 1474 Counsel – 764 Outside Counsel and 710 Corporate Counsel in May and June of 2009. • Internationally, 33 countries were represented. • Company size ranged from less than 10 to greater than 10,000 staff. • Age was well distributed with the greatest proportion in the 26-45 range. • Most respondents were either the decision makers or influenced the decision maker. • The Networks for Counsel 2009 study was conducted by Leader Networks and sponsored by LexisNexis Martindale-Hubbell 4 LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Counsel’s Use of Online Networking is Increasing  Both Corporate and Outside Counsel are significantly more likely to report being a member of an online social network this year as compared to last  Approximately three quarters of counsel now report being a member of a social network  63% percent also report a desire to join a professional network specifically for counsel % Yes 2009 2008 2009 2008 N CC: 710 Question: Are you a member of an online social network such as LinkedIn, Plaxo, Facebook, Xing or OC: 764 MySpace? 5 LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Lawyers Use a Variety of Social Media  Reading and adding comments to articles or blogs, listening to podcasts, and membership in public social networks also common  Social bookmarking, microblogging, and online collaboration are less commonly reported among this group % Engage In N CC: 710 OC: 764 Question: What type of social media activities do you engage in professionally? Select all that apply 6 LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Counsel Are Seeking More From Their Legal Networks Today Than They Were a Year Ago  The importance that counsel place on most features has increased in the past year  This is true for both Corporate and Outside Counsel Corporate Counsel Outside Counsel N CC: 710 Question: How important are each of the following attributes in your decision to join a professional legal network? 1= OC: 764 Not at all important, 7= Extremely important 7 LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Many Counsel Believe that Online Networks Will Change The Practice & Business of Law In The Next Five Years  About 1 in 5 Corporate and 1 in 4 Outside Counsel feel that there is a high likelihood this will happen  There has been an increase this year in the number of OC who feel this is a high likelihood event (26% vs. 18% in 2008) N CC: 710 Question: Do you think online networks (i.e. social media) will change the practice and business of law in the next five OC: 764 years? From 1 = Not at all likely to 7 = Extremely likely. 8 LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Be sure to watch http://www.NetworksforCounsel.com for survey report and discussions during summer. LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 9
  • Mark Beese Leadership for Lawyers Social Media A Marketing Guy’s Perspective LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 10
  • BRANDING Who you are What is How you important want to be to your perceived clients LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 11
  • Branding takes… • Multiple Channels • Consistent Message • Time LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 12
  • Personal Brands LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 13
  • Branding 1.0 • Advertising • Earned Media (PR) • Speaking & Writing • Rankings & Recognition • Networks: Receptions, Chamber, Bar Associations, etc… LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 14
  • Branding 2.0 Social Media • Promise of the Internet – Interactivity • Broadcast U – Blogs • Connect – Facebook, LinkedIn, Twitter • 43% of internet users use social networking (source: Conference Board) LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 15
  • How people buy legal services • Choose lawyer, not firm • With low differentiation, people buy on emotion • Trust = Credibility + Reliability + Intimacy Self-Orientation T – Trust (Relationship) C – Credibility (Expert) R – Reliability (Client Service – doing what you say you will do) I – Intimacy (Knowing Client) S – Self Orientation (It’s all about you vs. them. Opposite of “other-orientation”) LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 16
  • Why do marketers care about Social Media? • Platform for consistent message • Multiple channels, highly targeted • Builds message over time • Builds/establishes credibility • Leads to intimacy • Opportunity to show ‘other-orientation’ LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 17
  • Social Media for Personal Branding LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 18
  • • online resume bank • 40 million in network • connect with 3 degrees* Best Practices • Numbers count – build network • Complete profile – message • Recommendations – credibility • Show personal interests • Join and create GROUPS • Participate in conversation LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 19
  • Blogs • 41% of Amlaw 200 are blogging • 110% increase over past 12 months • 82 firms have 227 blogs • Source: Lexblog.com LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 20
  • Blogs • Google loves blogs • Team blogging spreads the work • Leverage blogs using rss, email subscription • Take a stand, but be prepared • Narrow and targeted is better • Track traffic to understand audience LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 21
  • Facebook • What’s on your mind? • The Wall – 24/7 news feed. • Profile – be yourself, but be careful • Fan & Group Pages = Community • Post notes, links, articles, video, audio, pictures, etc…  Message, Credibility and Intimacy LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 22
  • Twitter • What are you doing (in 140 characters)? • Content still rules – articles, insights, blog posts • Follow, and you will be followed • Frequency counts, but don’t be a bother • Good tweets get re-tweeted. Multiplier effect • Follow Friday • Get on a list – 99 Lawyers that Tweet • Tweetdeck • Think message, credibility, intimacy LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 23
  • David M. Gottlieb, Esq. Baker, Sanders, Barshay, Grossman, Fass, Muhlstock & Neuwirth (Long name. I know. Not my fault) (Long name. I know. Not my fault) LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 24
  • LESSONS I’VE LEARNED 1. BE YOURSELF (UNLESS NO ONE LIKES YOU) 2. THIS WILL TAKE MORE TIME THAN YOU THINK 3. YOU PROBABLY WONT MIND IT SO MUCH 4. IT’S NOT AN ADVERTISEMENT 5. OK, IT MIGHT BE AN ADVERTISEMENT, BUT THAT CAN’T BE YOUR ONLY CONTENT 6. ADD SOMETHING TO YOUR FIELD 7. GIVE CREDIT WHERE CREDIT IS DUE 8. BE CAREFUL, IT’S VERY HARD TO TAKE SOMETHING OFF THE INTERNET 9. YOU CAN’T DO EVERYTHING 10. FOR BLOGS, PICK THE RIGHT PLATFORM 11. ADMIT WHEN IT’S TOO COMPLICATED; HAVE SOMEONE ELSE SET UP THE BLOG 12. STREISAND EFFECT 13. LUNCHMEATS AND NAMES 14. I SHOULD NOT BE ALLOWED TO MAKE POWERPOINT PRESENTATIONS LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 25 ...
  • WHERE YOU CAN FIND ME dgottlie@gmail.com dgottlieb@bakersanders.com http://twitter.com/nofaultparadise www.nofaultparadise.blogspot.com www.theCPLRblog.com www.DavidMGottlieb.com BIO David M .Gottlieb is an associate at Baker, Sanders, Barshay, Grossman, Fass, Muhlstock, & Neuwirth, where he focuses his practice on No-Fault litigation. Mr. Gottlieb earned a B.A. from the University of Colorado at Boulder and his J.D. from Brooklyn Law School where he served as an Articles Editor on Law Review. Mr. Gottlieb is the author of No-Fault Paradise, a widely read blog on New York No-Fault law. He has been published in the New York Law Journal and has lectured on developments in the No-Fault arena including recent decisions and their interpretation. LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 26
  • Lessons from the Trenches: What lawyers should know when engaging in social media John Lipsey, Vice President, Corporate Counsel Services, www.martindale.com/connected LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • The Boundaries Between Traditional Legal Research & New Media are blending Outside Corporate Counsel Counsel Experts Experts Research, Opinions, Communities Regulations Maritime Contract Law Articles, Discussion News, Forums, Analysis, Blogs, Wikis Relationship Q&A Connections LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Ignoring Social Media is Not an Option Domino’s Pizza: • The conversations are happening whether you are a part of them or not. • Opportunities await those who listen. • Enormous risks await those who don’t. LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Online Reputations Impacted Whether or Not Lawyers Actively Engage LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Larger Networks & More Activity Mean Greater Exposure Where Decisions are Being Made LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Research & Choose Wisely Before Engaging Be cautious when: • The site allows legal advice to be offered • The site’s Terms and Conditions do not respect your privacy, or will sell or rent your contact information • Company or entity creating the site is vague or unidentified • Site allows solicitation and spamming • There is no authentication process following a registration to ensure member identity • Site allows anonymity • Lacks robust privacy and communications settings 32 LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Establishing a Social Media Policy is Imperative • Review existing policies In light of the company’s orientation towards social media: – Including privacy, confidentiality, email use, legal holds, and employee ethics • Form a Social Media Team to guide executives on social media policy • Team should monitor web traffic about the company – Report adverse communications to someone with authority to act as soon as possible. • Training programs to disseminate the policy and to remind employees of existing policies. – In-house online self study programs, presentations, or outsourced to consultants. LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Social Media Policy Resources • “Social Media Policy Group” (www.martindale.com/connected) – Group Created by James Wong, ACC So. Cal Member & General Counsel of UMA Enterprises – Share social media best practices with other legal departments • Social Media Policy Week July 20-30 – Webinar July 23, moderated by James Wong – Guest bloggers posting on policy issues – Special discussion threads to “crowdsource” a model best practice LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 34
  • Closing Remarks Vanessa DiMauro CEO, Leader Networks LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 35
  • Key To Success Define your main goals for using social media What are your top 3 goals? How much time to dedicate to the effort? How will you know when you are succeeding? Find the right approach to support those goals. LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • A Social Media Lifecycle INVITE CONNECT Ask others to Engage with participate in an others and be online discussion a connector topic with you SEARCH Find clients or CONTRIBUTE colleagues who are members of the • Send a link to a story that would be network, identify relevant or interesting to them relationships and • Watch blogs and use the comment feature connect with them • Answer questions in the discussion groups • Feature others on your blog or reference them favorably in the community LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • What To Expect Social Media takes time Roadmaps and process exposure is key Social Media takes planning Clients need to know where they want to go Social Media takes effort Executives and key spokespeople need to be more involved than with traditional PR and Marketing Social Media is less structured Risk management is important but ... Must allow for serendipity to occur Social Media outcomes CAN be measured Buzzmetrics, ROI, customer retention, revenue generation, cross-sell/up sell, competitive information value, new client acquisition LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
  • Thank you! LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 39