Social Mediafor Neutrals


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An updated version of 20th and 21st century marketing for you mediation practice.

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Social Mediafor Neutrals

  1. 1. Social Media for Neutrals<br />It’s Not Your Mentors’ Business Development Model Anymore<br />Victoria Pynchon, Esq. ADR Services, Inc. © 2009<br />
  2. 2. Jackie Hutter’sSocial Media Marketing for Dummies<br />Charles Fincher’s law comics<br />Kevin O’Keefe’s invaluable advice<br /><br />Acknowledgements<br />Victoria Pynchon ADR Services (c) 2009<br />
  3. 3. Victoria Pynchon, Esq.<br />Settle It Now! Negotiation Blog<br /><br />Member of Forbes Business & Financial Network<br /> Featured Blogger<br />IP ADR Blog<br /><br />Specialty group blog<br />Lexis-Nexis top 10 copyright blogs<br />LinkedIn<br />Twitter<br /><br />http://ipadrblog<br />Ning & Meetup<br />Founder: Professional Women’s Network of Southern California<br /><br />Victoria Pynchon ADR Services (c) 2009<br />
  4. 4. Tomorrow’s market <br />is here<br />Today’s market is here<br />We are here<br />Victoria Pynchon ADR Services (c) 2009<br />
  5. 5. These are mediation’s core values<br />People with expertise want to share it with others<br />People with access to people are eager to connect you<br />Social media has spread like wildfire because we want community and we want to be useful to our fellows<br />Web 2.0 is collaborative and reciprocal<br />Victoria Pynchon ADR Services (c) 2009<br />
  6. 6. Lawyers don’t read blogs (6/06)<br />No one who’s employed uses LinkedIn (12/06)<br />Twitter is a useless time suck (12/08)<br /> Stephen N. Goldberg, Esq.<br />partner Heller Ehrman (‘72-’08)<br />Dickstein Shapriro (‘08-present)<br />Victoria Pynchon ADR Services (c) 2009<br />
  7. 7. What’s in it for me?<br />Control of your “brand”<br />Unlimited access to your market<br />Your market’s unlimited access to you<br />Weak links = greatest opportunities<br />Connection with mass media<br />NPR<br /><br />L.A. and New York Times<br />High profile in local, state, national and international market<br />Fewer rubber chicken dinners<br />Victoria Pynchon ADR Services (c) 2009<br />
  8. 8. Business solutions to business problems<br />Resolution of justice issues<br />Fairness<br />Vindication<br />Revenge<br />Recognition of human frailty<br />Apology<br />Reconciliation<br />A productive future vs. a rancorous past<br />Being happy vs. being right<br />Selling Resolution<br />Victoria Pynchon ADR Services (c) 2009<br />
  9. 9. Selling the Resolver<br />Wisdom<br />Experience<br />Specialty knowledge<br />Skill<br />Evaluative ability<br />Negotiation skills<br />Results<br />Clients won’t leave $$ on table<br />Client satisfaction with legal representation<br />Client satisfaction with results<br />Attorney satisfaction with results<br />Victoria Pynchon ADR Services (c) 2009<br />
  10. 10. Lawyers<br />AmLaw 100 and 200<br />mid-sized firms<br />Solo practitioners<br />Business<br />Fortune 50 & 500<br />mid-market<br />Small business<br />People who refer people<br />church/temple members<br />therapists<br />Sports<br />PTA/rotary/clubs<br />Networks (legal; women; business; professional)<br />Who is your market?<br />Victoria Pynchon ADR Services (c) 2009<br />
  11. 11. Where is your market?<br />Bar associations?<br />ABTL<br />Defense and Plaintiff Bar Associations<br />Specialty bar associations and sections<br />Business associations?<br />Rotary<br />Chamber of commerce<br />Specialty industry organizations<br />Victoria Pynchon ADR Services (c) 2009<br />
  12. 12. Wisdom<br />Skill<br />Experience<br />Specialty knowledge<br />Relationship<br />Reputation<br />What is your unique value proposition to your market?<br />Victoria Pynchon ADR Services (c) 2009<br />
  13. 13. Victoria Pynchon ADR Services (c) 2009<br />
  14. 14. Attend bar meetings<br />Serve on bar/section committees<br />Attend events your market attends (mine below)<br />Annual CRF dinner<br />Annual ACCA dinner<br />Annual Public Counsel dinner<br />Annual Bet Tzedek dinner<br />Read what your market reads<br />Speak at Bar events & law firms<br />Write articles for legal/business publications<br />20th Century Marketing<br />Victoria Pynchon ADR Services (c) 2009<br />
  15. 15. Whether using 20th or 21st Century marketing methods<br />Identify your market<br />Identify information your market needs/wants<br />Identify what your market reads<br />Identify where your market congregates<br />Identify your own unique value proposition<br />Victoria Pynchon ADR Services (c) 2009<br />
  16. 16. Whether using 20th or 21st Century Marketing Methods<br />Make a plan with deadlines<br />One event<br />One article<br />One lunch<br />One seminar<br />One social media platform<br />Identify who/what you are selling<br />Put plan into action<br />Victoria Pynchon ADR Services (c) 2009<br />
  17. 17. 21st Century Marketing<br />Victoria Pynchon ADR Services (c) 2009<br />
  18. 18. The blawg experts<br />An effective internet presence is bigger than a website—it does not come from having a website that can be seen all the time. Effective Internet presence is the ability to communicate and demonstrate expertise. It is what causes people to talk about you online. We network more online now than we do offline.<br />Kevin O’Keefe, <br />President LexBlog<br /><br />Victoria Pynchon ADR Services (c) 2009<br />
  19. 19. Types of blogs<br /><ul><li>Subscribe to google alerts
  20. 20. Set up news reader
  21. 21. Follow blogs
  22. 22. Adr
  23. 23. Legal niche
  24. 24. Peace & justice
  25. 25. Become part of the conversation
  26. 26. News
  27. 27. Blogs
  28. 28. comments</li></ul>Aggregators<br />Pundits<br />Scholarly<br />Topical<br />Practical<br />Theoretical<br />Mediation blogs (a sampling):<br /> DIANE LEVIN (hub of all mediation blogs)<br /> GEOFF SHARP (New Zealand mediator)<br /> JOHN DEGROOTE (in-house counsel)<br /> PHYLLIS POLLACK Los Angeles SCMA Board member<br /> JAN SCHAU Past President of SCMA<br />http://firstmediation/blog JEFF KRIVIS of Improvisational Mediation<br /> TAMMY LENSKI: Queen of Mediation Marketing Blogs<br /> STEPHANIE WEST ALLEN: work-life balance<br /> JEFF THOMPSON: NYPD Mediator<br />Victoria Pynchon ADR Services (c) 2009<br />
  29. 29. Update your blog at least once a week (3x is standard)<br />Post quality content.<br />Read other blogs/link to them<br />Be succinct<br />Focus on one niche or practice area<br />Join a blogging network<br />Register with online legal blog directories<br />Post comments on other related blogs<br />Easy Secrets to Blawg Success<br />Victoria Pynchon ADR Services (c) 2009<br />
  30. 30. Networking on speed<br />Your colleagues<br />Your colleagues’ contacts<br />Your colleagues’ contacts’ contacts<br />Not just a resume<br />Blog posts<br />Recommendations<br />Questions and answers<br />Slide presentations<br />LinkedIn Groups<br />L.A. Mediators<br />Industry Arbitration and Mediation Group<br />Professional Women’s Network of Southern California<br />LinkedIn<br />Victoria Pynchon ADR Services (c) 2009<br />
  31. 31. More on LinkedIn<br /> &gt; 8 million members & 200K lawyers (11/08)<br />single source of online visibility<br />Fishing line in water<br />Searched by reporters<br />Continuous<br />Victoria Pynchon ADR Services (c) 2009<br />
  32. 32. Victoria Pynchon ADR Services (c) 2009<br />Twittertwitter-facebook link listsLexTweet<br />
  33. 33. A is for Asshole, the ABC’s of Conflict Resolution<br />Fan page connected to twitter account<br />Creation of writers, publishers, agents, book fair twitter lists<br />Joining and following book sites<br /><br /><br /><br />Victoria Pynchon ADR Services (c) 2009<br />Facebook Fan Pages<br />
  34. 34. “virtual water cooler” in 140 characters or less<br />People hire and recommend those whose names they recognize and trust as experts<br />i.e., @Labor_Lawyer posts news and views on employment law & is followed by HR people at Fortune 500 companies<br />@ipstrategist followed and was followed by Business Week & published short piece in online Business Week as result of twitter<br />Drive traffic to blog <br />Publicize news<br />Create personal relationships with people in market<br />Where to find lawyers on twitter<br />Networking on steroids<br />Lawyers to follow:<br /><br />@kevinokeefe<br />@minasirkin<br />@ipstrategist<br />@dianelevin<br />@adrianos<br />@vpynchon<br />@SCartierLiebel<br />@blawgreview<br />Victoria Pynchon ADR Services (c) 2009<br />
  35. 35. Online Affinity groups<br />Legal marketing<br />Professional women<br />Online presence<br />Free Platform:<br />Posting to group blog<br />Announcing events<br />Forming groups<br />Ning communities<br />Victoria Pynchon ADR Services (c) 2009<br />
  36. 36. What about boundaries?<br />As Anne LaMotte says in Bird by Bird, we each have our own emotional acre and we can do anything we want on it. We can also include and exclude anyone we want. <br />If you are a private person, draw a clear boundary between your private life and your online life. <br />You have a multiplicity of selves and you do not need to bring all of them online. <br />The ones you DO bring online, however, must be AUTHENTIC.<br />Victoria Pynchon ADR Services (c) 2009<br />
  37. 37. Wherever you market and however you market, follow your bliss<br />Victoria Pynchon ADR Services (c) 2009<br />