How Lawyers are Using Social Media to Grow Their Firms - Panel Discussion


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How to Use Social Media to Build Your Professional Network and Market Your Law Practice.

Our panel of experts included:

Kenan Farrell, CEO of KLF Legal

Robert Pinchuck, CEO of Columbia Financial International

Your Host: John McTigue, EVP of Kuno Creative

Topics Discussed:

What are the facts and fiction about social media today?

How is social media being used for Networking with peers and other firms

Research and discovery

Marketing and lead generation

Community action and support

Examples of legal blogs and social media sites

What are the best practices for social media marketing?

Blogging, whitepapers, videos and webinars

LinkedIn, Twitter and Facebook

Lead generation and capture

E-mail marketing and lead nurturing

What are the rules of engagement for attorneys and firms?

Ethics and common sense

Social media policies

State and Bar Association regulations

Resources for learning more

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How Lawyers are Using Social Media to Grow Their Firms - Panel Discussion

  1. 1. A Panel Discussion With…<br />Kenan Farrell<br />CEO<br />KLF Legal <br />John McTigue<br />EVP<br />Kuno Creative <br />Robert Pinchuck<br />CEO<br />Columbia Financial Int’l <br />
  2. 2. Introductions<br />Kenan Farrell, Attorney<br />CEO, KLF Legal, Indianapolis, IN<br />Intellectual Property, Entertainment<br /><br /><ul><li>Chairman of the Indianapolis Bar Association’s Sports and Entertainment Committee
  3. 3. Past Chair of the Solo and Small Firm Committee
  4. 4. Manages Indiana Intellectual Property & Technology Blog and the Law Office of Kenan L. Farrell Blog</li></ul>Kenan Farrell<br />CEO<br />KLF Legal <br />@KLFLegal<br /><br />
  5. 5. Introductions<br />Robert Pinchuck<br /><ul><li>CEO, Columbia Financial Int’l Inc.</li></ul>Legal Products, Publishing and Services<br /><ul><li>ARM Consulting Specialist
  6. 6. Columbia Law List Collection Attorney Network Established 1905
  7. 7. Lawyer Network Development, Insurance and Maintenance.
  8. 8. - Saving Up to 65% on Office Products for Law Firms Through a Buying Consortium
  9. 9. Columbia Asset Locators – Bank and Brokerage Account Verified Data for Judgment Holders
  10. 10. Top Ten Marketing – Website Design, SEO Marketing, Social Network Development</li></ul>Robert Pinchuck<br />CEO<br />Columbia Financial Intl. <br /><br /><br />
  11. 11. Introductions<br />John McTigue<br />EVP, Co-Owner, Kuno Creative<br />Inbound Marketing Agency<br /><br /><ul><li>30 Years in IT, Web, Marketing
  12. 12. Inbound Marketing Handbook
  13. 13. Inbound Marketing Blueprint
  14. 14. New Legal Networking Guide</li></ul>John McTigue<br />EVP, Co-Owner<br />Kuno Creative <br />@jmctigue<br /><br />
  15. 15. Agenda<br />Social Media Facts & Fiction<br />Social Media & the Law<br />The New Marketing<br />Rules of Engagement<br />
  16. 16. Facts<br />Over 50% of the world population is under 30 yrs old<br />96% of them have joined a social network<br />Social Media has overtaken porn as the #1 activity<br />Facebook now has over 500 million users worldwide<br />The fastest growing segment on Facebook is 55 to 65-year-old females<br />
  17. 17. Fiction<br />Social media is just for kids and a waste of time<br />Twitter is all about what you had for breakfast<br />Facebook has no relevance in business<br />Social media has no legitimate role in the law<br />Social media is simply a lawsuit or disbarment waiting to happen<br />
  18. 18. Reality<br />There are 9,226 lawyer blogs in 74 subcategories, according to<br />Roughly one-third of the “AmLaw 100” top law firms are on Twitter<br />In 2009, 86% of attorneys between the ages of 25 and 35, and 66% of those aged 46 or older were using social networking sites<br />
  19. 19. Reality<br />
  20. 20. Social Media Use in The Law <br />Blogging<br />News and comment, resources, marketing <br />Networking via Social Networks<br />Professional networking (LinkedIn, Twitter)<br />Firm presence and engagement (Facebook)<br />Research<br />Background, Discovery, Voir Dire<br />
  21. 21. Question 1<br />How are law firms and attorneys <br />using social media today?<br />
  22. 22. Social Media Issues<br />Advertising & disclosure<br />Are bloggers who review “endorsers” => FTC?<br />Intellectual property<br />Privacy<br />Employer policies and employee use<br />Juror communication w. outside world<br />Wikileaks – trade secrets & national security<br />
  23. 23. Question 2<br />What are the hottest issues in<br />social media and how are<br />they likely to be resolved?<br />Pick one…<br />
  24. 24. Personal vs Firm Branding<br />Personal Brand<br />Firm Brand<br />Solo practitioners<br />Blog, website<br />LinkedIn networking, forums<br />Facebook & Twitter<br />Firm attorneys<br />Blog<br />LinkedIn networking, forums<br />Personal Facebook, Twitter<br />Website<br />Practice info, history<br />Partners, contact info<br />Blog<br />Facebook page<br />The firm’s “personal side”<br />Twitter<br />News & updates<br />
  25. 25. Question 3<br />How should attorneys<br />and firms approach<br />personal vs firm branding?<br />
  26. 26. The New Marketing<br />“Fish where the fish are…”<br />Social media, smart phones, texting<br />Content is King – the educational sell<br />Blogs, videos, webinars, e-books for FREE<br />Building Relationships<br />Engage, ask and answer questions, be helpful<br />Bring it Home<br />Capture leads, measure results, optimize<br />
  27. 27. Question 4<br />What are some examples<br />of law firms or attorneys<br />doing social media marketing?<br />
  28. 28. Examples<br />Sokolove Law<br /> – for women with side effects from Yaz<br />YazTalk on Facebook<br />YazTalk on Twitter<br />YazTalk on YouTube<br />
  29. 29. Examples<br />“… a partner-level attorney in Florida [who] uses Twitter to share the best tech articles he finds each week. After a few months of finding and sharing great tech articles, Bob was able to bring in a couple of tech companies as new<br />clients,”...“They came to recognize, by the quality of his research and the articles he shared, that he really gets it.”<br />“…we use LinkedIn to participate in groups relevant to our areas of expertise. We have gained a couple clients this past year based on relationships within groups as well as former colleagues or former classmates. We use Twitter to provide relevant, interesting information that we hope will be useful to clients and prospects…”<br />
  30. 30. Example – How Not To…<br />“…study by web consultancy Intendance found that 66% of firms had set up at least one account on Twitter. However, of the 48 accounts, 19 had issued zero tweets, despite some having hundreds of followers.”<br />“Not only is this a wasted opportunity to connect with a range of stakeholders, it suggests laziness, lack of strategy and lack of initiative. In many cases it would be better not to have a Twitter account rather than have one that is dormant.”<br />
  31. 31. Rules of Engagement<br />Ethics are Ethics<br />Same rules apply to in-person, phone, social med.<br />Be Aware of State, Bar regulations<br />Blogs, videos, webinars, e-books for FREE<br />Don’t Solicit, Build Relationships<br />As always, watch what you say or “retweet”<br />Develop and Follow a Social Media Policy<br />Guidelines for authorized use<br />
  32. 32. Question 5<br />What advice do you have<br />for firms and attorneys<br />starting out in social media?<br />
  33. 33. Special Offer for Attorneys & FirmsThe New Legal Networking GuideE-book: How to Use Social Media toGet New Clients for Your Law Firm<br />Facts & Fiction<br />Social Media & the Law<br />New Media Marketing<br />Lead Generation<br />Personal / Firm Brand<br />Rules of Engagement<br />Real-World Examples<br />6-month Plan<br />
  34. 34. Special Offer for Attorneys & FirmsThe New Legal Networking GuideE-book: How to Use Social Media toGet New Clients for Your Law Firm<br />Special offer: $50 off (reg. $249)<br /><br />Discount Code: “KunoLaw”<br />Includes:<br />A printed, bound edition<br />shipped to your address<br />-and-<br />An e-book download<br />
  35. 35. Special Offer for Attorneys & FirmsThe New Legal Networking Guide<br />Special bonus: Twitter, Facebook and SEO Cheatsheets<br /><br />Discount Code: “KunoLaw”<br />
  36. 36. Special Upcoming Event<br />Join Kenan Farrell &<br />Keynote Speaker: Scott Jones, CEO of ChaCha<br /><br />
  37. 37. Questions for the Panel<br />Use the Question box<br />In the Webinar Control Panel<br />-or-<br />Use the Twitter Hashtag<br />#kunolaw<br />
  38. 38. Special Thanks To Our Panel<br />Robert Pinchuck<br />Columbia Financial Intl.<br /> <br /><br /><br />Kenan Farrell<br />KLF Legal<br /> <br />Twitter: @KLFLegal<br /><br />Blog:<br />