Legal Lunch and Learn: LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx

Legal Lunch and Learn:
Q&A on LinkedIn and Content Marketing with
JD Supra, Dechert LLP, and PeopleLinx
@PeopleLinx
© 2013 PeopleLinx Inc.

|

#LunchWithAdrian

Introductions
Peggy Heffner
PR & Social Media Manager

@PeggyHeffner

Dechert LLP
Adrian Lurssen

Co-Founder, JD Supra

@AdrianLurssen

VP, Strategic Relationships
Patrick Baynes
Co-Founder, PeopleLinx
Formerly of LinkedIn Corp.

@PeopleLinx

|

#LunchWithAdrian

@PatrickBaynes

Agenda

» Social media impact overview
» Social media is mainstream in legal

» Content is the currency of the social web
» Q&A with the panelists

@PeopleLinx

|

#LunchWithAdrian

Empowered Consumer
Today, your clients and prospects have access to more information
than ever before about your:

» Firm
» Reputation
» Competitors
» People / Personal brand

@PeopleLinx

|

#LunchWithAdrian

Empowered Brand
Today, you have access to more information about your clients
than ever before:

» Where they’ve worked
» How long they’ve been there
» Where they went to school
» What they are interested in
» How you are connected
» Real time professional updates

@PeopleLinx

|

#LunchWithAdrian

Lawyers: Social Media Use Now Mainstream
» In-house counsel using social media has
increased from 57% in 2010 to 73% in 2013

» Invisible users: 74% of in-house counsel using
social media consume content but do not
engage

» LinkedIn: “the serious social network for
lawyers”
• 40% of survey respondents had logged in during the past
24 hours, and additional 27% had logged in during the
past week
• 60% of those using LinkedIn for professional reasons
use it to connect with outside counsel with whom they
work
Statistics courtesy of 2013 In-House Counsel New Media Engagement Survey (Greentarget, Inside Counsel, Zeughauser Group, February 2013).

@PeopleLinx

|

#LunchWithAdrian

Lawyers: Social Media Use Now Mainstream
» Law firm blogs: preferred, influential news sources
• In-house counsel read attorney-authored blogs (55 percent) as frequently as
they read blogs authored by professional journalists (54 percent)

• 53 percent envision a future in which a well-executed blog will influence hiring
decisions

» Marketing and Business Development Implications
• Use LinkedIn strategically to connect and engage with clients and prospects

• Optimize blogging strategy to produce serious, substantive blogs
• Create compelling content to reach “invisible users” and demonstrate expertise
Statistics courtesy of 2013 In-House Counsel New Media Engagement Survey (Greentarget, Inside Counsel, Zeughauser Group, February 2013).

@PeopleLinx

|

#LunchWithAdrian

Avoiding Online Pitfalls
» Lawyers should follow ABA Guidelines for Professional Conduct
» Protect client and firm confidences
» Be careful not to inadvertently create attorney-client relationships
• Do not provide legal advice
• Do not respond to a specific set of facts

» Be mindful of conflicts
•

Disconnect from individuals and/or entities
that become adverse to a party you represent in a dispute

» Do not solicit
» Follow your firm’s social media policy
» LinkedIn: Understand recommendations, Skills and Expertise/Endorsements
@PeopleLinx

|

#LunchWithAdrian

Ready, Set, Engage!
» Ready: Update your LinkedIn profile so that it is a robust and up-todate reflection of your current practice as well as your firm’s brand

»

Set: Develop a strong network by identifying and connecting with
decision-makers in targeted roles, industries

»

Engage: Regularly share meaningful content that your network will
find valuable

•

@PeopleLinx

“What are the issues that are keeping your clients up at night?”

|

#LunchWithAdrian

WHAT YOUR CONTENT &
@PeopleLinx | #LunchWithAdrian NELSON MANDELA

HAVE IN COMMON

“Engagement” Means More Than You Think

Sharing &
discussion
between
others

Goal: become the
subject of other
people’s conversations

Conversation
between others
Market intelligence:
listen, learn, utilize

Your own
networking
Connect with peers & others

@PeopleLinx

|

#LunchWithAdrian

Everyone Is In the “Social Content” Business.
Not Everyone Has Something to Say
Goal: become the
subject of other
people’s conversations:

Your own
networking
Connect with
clients & others

Social sharing by
•

Sharing &
discussion
between
others

Executives

•

Referrals

•

Media members

•

Brands

•

Other lawyers

New Media
•

Associations

•

Corporations

•

Government

•

Aggregators

•

Blogs

Mainstream Media

@PeopleLinx

|

#LunchWithAdrian

@PeopleLinx

|

#LunchWithAdrian

Titles Tell Busy People Why to Read Now

»

The America Invents Act

»

Important Patent Law Changes

»

Top Ten Reasons to File Your Patent Applications

Before March 16, 2013

@PeopleLinx

|

#LunchWithAdrian

Don’t Talk About the Law

» Talk about how changes in the

law affect the people you serve.

@PeopleLinx

|

#LunchWithAdrian

Summary, Discussion, and Questions?
Peggy Heffner
PR & Social Media Manager

@PeggyHeffner

Dechert LLP
Adrian Lurssen

Co-Founder, JD Supra

@AdrianLurssen

VP, Strategic Relationships
Patrick Baynes
Co-Founder, PeopleLinx
Formerly of LinkedIn Corp.

@PeopleLinx

|

#LunchWithAdrian

@PatrickBaynes

About PeopleLinx
Strengthen online branding
Drive warmer leads faster
Engage more with customers

Coordinate content dissemination
@PeopleLinx

|

#LunchWithAdrian

Legal Lunch and Learn: LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Legal Lunch and Learn: LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx

Similar to Legal Lunch and Learn: LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx (20)

Recently uploaded

Recently uploaded (20)

Legal Lunch and Learn: LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx