C4 Cm Linked In For Lawyers Final

LinkedIn for Lawyers: Building Business & Profits
through Tools, Ads & Applications

FEATURED FACULTY:

Randy Wilson, Co-Founder, DSD Law Site Solutions
510-250-2450 rwilson@dsdlawsitesolutions.com

Wayne Breitbarth, LinkedIn Guru, President of M&M Office Interiors, Inc.
262-317-1602 wbreitbarth@mmoffice.com

Speaker Info

Randy Wilson, Co-Founder, DSD Law Site Solutions

Randy is an attorney who assists other attorneys with their business
development and marketing needs including website development, social
networking strategy and ethics. He has worked with law firms for more than
twenty years in a variety of capacities including library services, business
development and marketing.
In 2010, he co-founded DSD Law Sites Solutions with Rocky Laber, a company
dedicated to providing solos and small law firms dynamic websites and effective
marketing. Before that, he established the first practice focus marketing for
Sedgwick, Detert, Moran & Arnold’s complex litigation division including
coordinated public relations, marketing communications, proposal generation,
marketing event planning and business development initiatives.
Randy has a B.A. from UC Berkeley and J.D. from the University of Santa Clara
School of Law. He is an active member of the California Bar, the Alameda
County Bar Association and the Contra Costa Bar Association. He is the co-
chair of the Alameda County Bar Association’s Business Law Section Executive
Committee and a member of the Communications Advisory Committee.
Randy has presented and written on ethical use of social networking by
attorneys, legal marketing, and competitive intelligence for attorneys, legal
marketers, legal administrators and law librarians. He has spoken at Santa Clara
University Law School to attorneys about marketing their practices and
developing dynamic websites and to members of the Alameda County Bar
Association, Contra Costa County Bar Association and the Stanislaus County
Bar Association about lawyers’ ethical use of social networking.
He has written an article on the competitive intelligence function in the law firm
setting and presented on that topic to the Bay Area Chapter of the Legal
Marketing Association in San Francisco. Randy maintains a blog, “Reading Tea
Leaves” (www.rlwilsonconsulting.wordpress.com) focused on legal marketing,
social networking issues and legal ethics. Randy has also started an exclusive
Facebook group called, “Lawyers who Tweet” that tracks the increasing number
of social networking issues they impact the legal profession.
He has also recently written on social networking issues as they pertain to law
firms for the Golden Gate Chapter of the Association of Legal Administrators and
that article has been updated and published in the ACBA Bulletin, Spring 2010
issue. This article is also reprinted as a Contra Costa County Bar Association
article of the week in July 2010.

Wayne Breitbarth, LinkedIn Guru, President of M&M Office Interiors, Inc.

Wayne Breitbarth was once a skeptic and now is an outspoken proponent of
LinkedIn, "LinkedIn Guru" Wayne Breitbarth is passionate about helping business
professionals--from entry level to CEO--learn how to combine their previous
experience and relationships with this innovative tool in order to more
successfully brand and market themselves and their businesses. Wayne's
diverse professional background uniquely positions him to assist not only
individuals but corporate entities as well. With thirty years' experience in the
areas of operations, finance, management, consulting, and business ownership,
he is able to "put it all together" for his corporate and individual clients. In addition
to his consulting work, Wayne is a dynamic speaker. His practical yet
entertaining presentations have inspired audiences both locally, at many of
Milwaukee's most prominent companies and organizations, and nationally, at
conventions, industry association events, and corporate training sessions. You
can download a free chapter from his upcoming book "The Power Formula for
LinkedIn Success" Kick-start your Business, Brand and Job Search" at:
http://budurl.com/m4bm. You can also get free weekly LinkedIn tips by email by
contacting him at wbreitbarth@mmoffice.com.

**Certificates of attendance and CEUs, when available,
must be requested through the online evaluation.**

Evaluation for Live Event:

We’d like to hear what you thought about the audio conference. Please
take a moment to fill in the survey located here:
http://www.c4cm.com/handouts/linkedin-for-lawyers.htm

Requests for continuing education credits and certificates of attendance
must be submitted within 10 days of the live event.

Evaluation for CD Recording:

Please use the following link to submit your evaluation of the recorded
event:
http://www.c4cm.com/handouts/CDEval.htm
Please note: All links are case sensitive

CLE:

CCM provides audio conference attendees with CLE credit processing services. To expedite
CCM processing your CLE request, please complete and submit the evaluation form available
from CCM at the conclusion of the audio conference. It will be necessary to enter the following
information: name of each attorney requesting CLEs with full contact information, including e-mail
address, bar number, and the state in which the attorney wants credits. Each attorney requesting
credits must submit an evaluation.

Please be advised CCM audio conferences are subject to approval from each CLE issuing
organization and approval is not guaranteed (state bar associations in Delaware, Indiana,
Kansas, Ohio, and Pennsylvania do not grant CLE credits for audio conferences). The approval
process takes approximately 6 - 8 weeks for most organizations but can take as long as 3 - 4
months. You will be notified via e-mail with the final status of your CLE application.

Any person applying for CLE credits must attend the audio conference from start to finish
(attendance will be taken for compliance reasons). Requests for CLE credits must be received no
later than two weeks following the conclusion of the audio conference or live conference. CLE
credits are not available for CD recordings.

If you have any questions regarding CLE credits, contact Jill Adler at 631.368.2082 x 21 or
jill.adler@meeting-matters.com.

LinkedIn for Lawyers
Building Business & Profits through
Ads, Tools & Applications

Randy Wilson
• Active California attorney – co chair of
Alameda County Bar Business Law
Alameda County Bar Business Law
Section
• Co‐founder of DSD Law Site Solutions,
website and marketing company
focused on solo practitioners and
small firms
• Bl
Blogger & social media advocate
& i l di d
focused on ethical use

www.dsdlawsitesolutions.com
info@dsdlawsitesolutions.com
(510) 250-2450

1

LinkedIn: Why Important
for Attorneys?
• Hundreds of thousands of lawyers have
LinkedIn profiles
Li k dI fil
• But many are reluctant to take full advantage
– Concerned about ethical and advertising
restrictions
• One goal of this presentation is to clarify what
One goal of this presentation is to clarify what
is and isn’t okay on LinkedIn for attorneys

(510) 250-2450

2

LinkedIn – Advertising?
• Most likely yes – how different than website?
• Make assumption that you are governed by
same rules
• Should LinkedIn provide a disclaimer that the
profile may constitute attorney advertising?
– Maybe in some states
Maybe in some states

(510) 250-2450

Viewable Connections – all or nothing

(510) 250-2450

3

LinkedIn – Connecting to clients
Open Connections Closed Connections
•

(510) 250-2450

Confidentiality Issue
• Could you violate a clients confidentiality by
displaying their name and relationship to you?
displaying their name and relationship to you?
• If you are a business attorney and have referrals,
business associates and clients as connections,
may not be issue
• What if you are a divorce attorney and husband
becomes connection reasonable for wife to
becomes connection – reasonable for wife to
assume husband is a client?

(510) 250-2450

4

Recommendations
State bar rules such as those in California require such testimonials
to have disclaimers such as: “this outcome doesn’t guarantee a
positive result in your claim.”

LinkedIn doesn’t allow the person receiving the recommendation
to add their own disclaimer language

(510) 250-2450

Specialties
• Many states have legal certification programs that require attorneys
to take additional courses and pass practice exams.
• Because of this, they have restrictions on attorneys who don’t have such
certifications to claim they are specialists in these areas.
certifications to claim they are specialists in these areas.
• LinkedIn uses “specialties” to call out special skills and attorneys who may not be
specialists could be running afoul of state bar rules

(510) 250-2450

5

Q & A
• Increases visibility and credibility

(510) 250-2450

Q & A
• May Want to Include Disclaimer

(510) 250-2450

6

Proactive LinkedIn Steps
• Advanced people searching
• Saved searches
S d h
• Reordering searches
• Answers
• Status Updates
• Groups
• Connections

Use Boolean search logic
y
Be sure to try variations on terms
Add additional search criteria to narrow search
(region, company, industry etc.)

7

For every additional 1st level
For every additional 1 level
connection I potentially get 149 2nd
level and 4500 3rd level

11

Passive LinkedIn Steps
• Profile
– Keywords
– Tell your story
– Applications
• Groups (Up to 50)
– People may find you
People may find you
• Recommendations

LinkedIn Profile Sections to place keywords

Headline (120 characters; extra points from LinkedIn search
rankings)
Summary (2000 characters)

Specialties (500 characters)

Skills (Add to profile)

Experience: Job titles (100 characters: extra points from
LinkedIn search rankings)

Experience: (2,000 characters; Description of jobs)

Recommendations

12

LinkedIn Profile Applications

13

LinkedIn Apps, Ads & Accounts
• Legal Specific Applications

• LinkedIn Advertising

• LinkedIn Account – Basic, Business, Business
Plus & Executive

(510) 250-2450

Martindale Lawyer Ratings

(510) 250-2450

14

Example of Martindale Lawyer Rating

(510) 250-2450

JD Supra Application

(510) 250-2450

15

JD Supra Application

(510) 250-2450

LinkedIn Ads ‐ Targeted

(510) 250-2450

16

LinkedIn Ads – Pay Per Click

(510) 250-2450

LinkedIn Ads ‐ Examples

(510) 250-2450

17

LinkedIn‐ Various Accounts

(510) 250-2450

Q&A

(510) 250-2450

18

Additional Resources
o www.powerformula.net
• Get the most out of LinkedIn in 15 min a day
• LinkedIn Business Development‐The Top 10 Gotta D ’
Li k dI B i D l t Th T 10 G tt Do’s
• LinkedIn Groups‐Ca$h in on this powerful tool
• LinkedIn People Searching‐Your ticket to improved ROI
• Free tip loaded chapter from the book “The Power
Formula for LinkedIn Success: Kick‐start your Business,
Brand and Job Search”
• Videos and audio Linkedin training presentations
• Weekly email of LinkedIn tips & helps

Additional Resources Continued

Get your copy of Wayne s
Get your copy of Wayne’s
book at Amazon

Available in book stores
in March 2011

“Wayne Breitbarth has written a great how‐to on one of the fastest‐growing
social marketing platforms.  This concise book will teach any business person
the value of being LinkedIn.  Read it and learn.”
‐‐Jack Covert, Founder, 800‐CEO‐Read, and Author of  The 100 Best Business Books of All Time

19

Additional Resources Continued
Reading Tea Leaves by Randy Wilson
http://rlwilsonconsulting.wordpress.com/
http://rlwilsonconsulting wordpress com/

Real Lawyers Have Blogs by Kevin O'Keefe
http://kevin.lexblog.com/

LinkedIn Blog
http://blog.linkedin.com/
p g

LinkedIn Group: Legal Updates by JD Supra
http://www.linkedin.com/groups?about=&gid=2976360&t
rk=anet_ug_grppro

C4CM Upcoming Events

• To view C4CM Upcoming Events please visit
To view C4CM Upcoming Events please visit:

http://www.c4cm.com/lawfirm/audioconferences.htm

• To view C4CM CD Recording please visit:

http://www.c4cm.com/lawfirm/recordings.htm

20

C4 Cm Linked In For Lawyers Final

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