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WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Social Media for Law...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
The Power of
Content...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Content Marketing: W...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Distribution of
Thou...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Social Media & Exter...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Distribution of a Ty...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Distributing
Thought...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Distributing
Mintz T...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
2012 Distribution Pa...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Mintz Case Study:
Di...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
ML LinkedIn1157
ML F...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Successful Strategy?...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
What's next?
Hot Top...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
10 days =
25,309 vid...
WWW.LMACONFERENCE.COM
2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
Questions?
(Scan to ...
What makes some
content pieces
more popular than
others?
TOPICS PAGE
INDIVIDUAL UPDATES
A BLOG ROUNDUP
VIDEO ANALYSIS
WHAT YOUR CONTENT & NELSON MANDELA
HAVE IN COMMON
US Patent Law Reform - What It Means to Your Corporation
Intellectual Property Networking
Patent Professionals
Society of ...
EVERYONE IS IN THE ‘SOCIAL CONTENT’ BUSINESS.
NOT EVERYONE HAS SOMETHING TO SAY.
Goal: become the
subject of other
people’...
Readable (Why)
Timely (When)
Relevant (What)
 The America Invents Act
 Important Patent Law Changes
 Top Ten Reasons To File Your Patent
Applications Before March 1...
READABLE
 Readers don’t need to work
to find your big takeaways
 Each element clarifies the
reason to be reading this
16
MAR
Before it happens After it happens
BREAKINGNEWS
TIMELY
DON'T TALK
ABOUT THE LAW
 Talk about how changes in the
law affect the people you serve
THE PROMISE OF WEB PUBLISHING: 1995 TO TODAY
CONTENT
Something to sayThe means to publish
TECHNOLOGY
An audience/readers
V...
Thanks – more info:
@adrianlurssen
adrian@jdsupra.com
Adrian Lursen and Linda Pepe Content Tag Team
Adrian Lursen and Linda Pepe Content Tag Team
Adrian Lursen and Linda Pepe Content Tag Team
Adrian Lursen and Linda Pepe Content Tag Team
Adrian Lursen and Linda Pepe Content Tag Team
Adrian Lursen and Linda Pepe Content Tag Team
Adrian Lursen and Linda Pepe Content Tag Team
Adrian Lursen and Linda Pepe Content Tag Team
Adrian Lursen and Linda Pepe Content Tag Team
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Adrian Lursen and Linda Pepe Content Tag Team

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Adrian Lursen and Linda Pepe Content Tag Team

  1. 1. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Social Media for Law Firms 2013 A Deep Dive Work Session for Firms Taking Digital Seriously Content Is King: Creating Better Content, Getting Greater Distribution Linda Pepe, Director of Marketing, Mintz Levin Adrian Lurssen, Founder, JD Supra
  2. 2. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA The Power of Content Marketing: How to Leverage Thought Leadership
  3. 3. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Content Marketing: What is it?
  4. 4. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Distribution of Thought Leadership Then & Now
  5. 5. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
  6. 6. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Social Media & External Partners • LinkedIn • Twitter • Facebook • Google+ • Blogs • Videos • Mondaq • National Law Review • Lexology • JD Supra • Martindale
  7. 7. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Distribution of a Typical Advisory Practice Group Mailing Lists Posted to Mintz website Mintz LinkedIn Mintz Facebook Mintz Google+ Mintz Blog Postings LexisNexis Martindale- Hubbell Lexology JD Supra Mintz Twitter Moreover.com Bloomberg ThompsonGale Bureau Van Dijk Google News Service Mondaq Newsletter + Site Yahoo News Service Mondaq Twitter Feed MSN News Bing Reuters Datastar Westlaw Lexis-Nexis BBC MediaFed Quicklaw America Barrons Factivia Financial Times Justia ComplinetOneSource Australian Corporate Lawyers Association Wall Street Journal Smartbrief Newstex Yellowbrix E-space.co.uk 25+ Twitter Accounts 200 LinkedIn groups National Law Review site RSS Feeds to various State Bar Associations 14 National Law Review newsletters JD Supra Linkedin Legal Channel JD Supra Site JD Supra Newsletter Subscribers JD Supra Facebook Page JD Supra Twitter FeedJD Supra RSS feed Justia Google Newstex Alltop Complinet NuWire Lexology Newsletter + Site The French Corporate Counsel Association (AFJE) The Association of Corporate Counsel (ACC) The Corporate Lawyers Association of South Africa (CLASA) The Corporate Lawyers Association of New Zealand (CLANZ) The State Bar of Texas The State Bar of California The American Intellectual Property Law Association The International Technology Law Association ITechLaw The Singapore Corporate Counsel Association (SCCA) The Society for Computers and Law The Association of Media and Entertainment Counsel AMEC Attorneys & Senior Professionals National Law Review Mondaq Shared through followers and connections Shared + liked Tweeted/Retweeted Martindale-Hubble site Law.com Lawyers.com + Attorneys.com American Bar Assoc Inside Counsel Minority Corporate Counsel Assoc
  8. 8. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Distributing Thought Leadership via Social Media LinkedIn | Twitter | Facebook | Google+ | Blogs
  9. 9. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
  10. 10. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Distributing Mintz Thought Leadership via External Partners Mondaq | Lexology | JD Supra National Law Review | Martindale-Hubbell
  11. 11. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
  12. 12. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA 2012 Distribution Partner Article Views Mondaq 52,209 Lexology 100,030 JD Supra 843,813 National Law Review 61,650 Martindale 9,336 Total Tracked Views 1,067,038 (88,920 average reads per month)
  13. 13. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Mintz Case Study: Distribution of a Blog Post
  14. 14. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA ML LinkedIn1157 ML Facebook53 ML Google+29 ML Twitter326 Blog Posting 1116 Lexology 373 Mondaq 302 National Law Review 812 JD Supra 2088 Pushed out via social media: 1565 Total Trackable Reads: 4691 Canada SingaporePoland China Switzerland England New ZealandHong Kong Japan Countries Reading: Companies Reading: GreeceLiechtenstein AustraliaNetherlands Brazil ItalySouth Africa Germany India Google Yahoo! Xerox Canon Nestle American Express Verizon Boeing Marriott Barnes & Noble Merck Red Bull Nationwide Mutual GlaxoSmithKline The Hartford TD Ameritrade T-Mobile Law360Thompson Reuters CBS + ? Non-Trackable Reads
  15. 15. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
  16. 16. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Successful Strategy? Yes! • Social Media & Distribution Partnerships: – Led to many re-tweets & shares, such as one by an Associate GC of a major corporation, others by columnists, (one with 267,234 followers) – Picked up by major publications like the New York Times – Led to print & broadcast interview requests from the Wall Street Journal, Business Week, Adweek, National Law Journal, Law 360, Corporate Counsel, Reuters, and others – Led to meetings with potential clients & new client engagements
  17. 17. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA What's next? Hot Topic Videos!
  18. 18. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA
  19. 19. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA 10 days = 25,309 video views!
  20. 20. WWW.LMACONFERENCE.COM 2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA Questions? (Scan to connect with me.)
  21. 21. What makes some content pieces more popular than others?
  22. 22. TOPICS PAGE
  23. 23. INDIVIDUAL UPDATES
  24. 24. A BLOG ROUNDUP
  25. 25. VIDEO ANALYSIS
  26. 26. WHAT YOUR CONTENT & NELSON MANDELA HAVE IN COMMON
  27. 27. US Patent Law Reform - What It Means to Your Corporation Intellectual Property Networking Patent Professionals Society of Physician Entrepreneurs (SoPE) Chemical Angel Network The Linked CXO / President, CEO, COO… Rockies Venture Club Global Innovations (GI) Angel Capital Association Patents - Intellectual Property Patent and Intellectual Property Practitioners GROUPS
  28. 28. EVERYONE IS IN THE ‘SOCIAL CONTENT’ BUSINESS. NOT EVERYONE HAS SOMETHING TO SAY. Goal: become the subject of other people’s conversations: Social sharing by • Executives • Referrals • Media members • Brands • Other lawyers New Media • Associations • Corporations • Government • Aggregators • Blogs Mainstream Media Connect with clients & others Your own networking Sharing & discussion between others
  29. 29. Readable (Why) Timely (When) Relevant (What)
  30. 30.  The America Invents Act  Important Patent Law Changes  Top Ten Reasons To File Your Patent Applications Before March 16, 2013 TITLES TELL BUSY PEOPLE WHY TO READ NOW
  31. 31. READABLE  Readers don’t need to work to find your big takeaways  Each element clarifies the reason to be reading this
  32. 32. 16 MAR Before it happens After it happens BREAKINGNEWS TIMELY
  33. 33. DON'T TALK ABOUT THE LAW  Talk about how changes in the law affect the people you serve
  34. 34. THE PROMISE OF WEB PUBLISHING: 1995 TO TODAY CONTENT Something to sayThe means to publish TECHNOLOGY An audience/readers VISIBILITY
  35. 35. Thanks – more info: @adrianlurssen adrian@jdsupra.com

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