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Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




          How Lawyers Can Upgrade
             Their Web Marketing,
     Client Relationships and Productivity


             New York County Lawyer’s Association



                   Scott Lichtman, Teten Advisors
                                                                                     Teten.com Slide 1
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




                       Tonight’s Discussion

  • Web 2.0: Technologies and techniques for
    marketing and work-product collaboration

  • Case studies at law firms

  • Direct experiences with blogging

  • Q&A



                                                                                     Teten.com Slide 2
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




          Web 2.0 – Characteristics & Benefits

     • What is Web 2.0?

     • Market your firm and make communications
          easier
     • Find new, valuable contacts and perform
          due diligence
     • Share knowledge more productively
     • Enhance relationships through rich, immediate
          interactions


                                                                                     Teten.com Slide 3
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




                             What is Web 2.0?
        Technology & culture that is transforming the Internet from
          “Read & Purchase” to “Customize, Connect & Critique”


• Marketing & Communication                           • Collaboration & Productivity
                                                          • Groupware
   • Blogs / RSS Feeds / Podcasts
                                                          • Tagging
   • Search Engine Optimization
                                                          • Wikis
• Connections & Due Diligence
                                                      • Interaction
   • Corporate Culture / Biography
                                                          • Instant Messaging / Presence
      Analysis
                                                          • Jams
   • Social Networks / Analysis
                                                          • Mashups
   • Relationship Management

                                                                                     Teten.com Slide 4
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




         Marketing & Communications




                                                                                     Teten.com Slide 5
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary



                                       Blogging
• Concept:
  • An easy means of sharing
    commentary & feedback
  • Branding of expertise requires
     focus, value and persistence
  • Tools for reading, search,
    publishing and use analysis
  • RSS feeds are multi-purpose

• Examples:
   • The Trademark Blog (www.schwimmerlegal.com)
   • List at legalblogwatch.typepad.com of IP law, HR law, law
     marketing, law & technology, law economics blogs, etc.
                                                                                     Teten.com Slide 6
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




                Search Engine Optimization
  • Google *is* your home page
       • Not just a link to your web site, but the top 10 things
          said about you

  • Blogs and blog links are very effective for
    generating search engine rankings
       • Corporate or personal, blog events and ideas, include phrases
          and links, have 3rd parties provide content

       • The early ’00s method of pay-for-position is increasingly less
         effective

                                                                                     Teten.com Slide 7
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




                Search Engine Prominence




                                                                                         A small
                                                                                      practice can
                                                                                     appear to be a
                                                                                       leader in IP
                                                                                     law on Google




                                                                                     Teten.com Slide 8
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




    Reputation Affected by Search Findings




      A law firm’s corporate site can be one
        click away from others’ criticisms


                                                                                     Teten.com Slide 9
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




          Connections & Due Diligence




                                                                                    Teten.com Slide 10
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary



               Be Alerted to Specific News
  • Learn when
    prospective
    clients expand or
    encounter issues

  • Topix.net




                                                                                    Teten.com Slide 11
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary



            Online Business Communities
• Build relationships with prospects in your niche
• Albourne Village for hedge
  funds & supporters
   • A visualized community
     where you can read,
     post, find jobs
• Yahoo! Groups
   • 1 in 10 Americans
     participate
• Your alumni
  community



                                                                                    Teten.com Slide 12
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




        Social Network Sites for Referrals
• Concept
   • Colleague of a
     colleague (of a…)
   • Supplements traditional
     bios, referrals & references
• Providers
   • LinkedIn
   • XING/OpenBC




                                                                                    Teten.com Slide 13
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




Relationship Capital Management Software
 • Contact Network Corp., Visible Path, Leverage Software
           Search for
             people,
          companies
          , industries



       Relationships
        ranked by                                                                        See which
         Strength                                                                        colleagues
                                                                                          have best
                                                                                        relationships
                                                                                           to target
                                                  Email traffic
                                                     patterns,                    Privacy
     Automatically
                                                address books,                 Access Layer
      discovered
                                                billing systems,               configured for
     from passive
                                                  employment                   firm’s culture
        sources
                                                  history, etc.
                                                                                         Teten.com Slide 14
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary



             Biography Analysis Software

• Aggregates
  online bios
  chronologically

• Find people by
  role, company
  name

• Has contact info

• ZoomInfo




                                                                                    Teten.com Slide 15
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




           Collaboration & Productivity




                                                                                    Teten.com Slide 16
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




                                    Groupware
• Modern Approach:
    • Fast to set up projects
      in/across organizations
    • Access via browser
    • Password- or Enterprise-
      level security
• Examples:
    • BasecampHQ – fast
      project management
    • Firmex – Extranet for
      transactional law



                                                                                    Teten.com Slide 17
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




                                          Tagging

• Each user picks &
  shares keywords for
  an issue, document
  or page

• Compatible with
  searching and,
  to some degree,
  taxonomies

• See also ‘social book-
  marking’, e.g.
  Del.icio.us
                                                                                      Teten.com Slide 18
  © 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




                                            Wikis
• A knowledgebase/website
  anyone can edit
• Wiki-law.org contains
  case commentary,
  statutes, dictionary
• Harvard’s Berkman
  Center
     • Cyber One: Law in the
        Court of Public Opinion
        project about public
        input on law, with
        open Wiki
     • OpenLaw forum for
       crafting arguments &
       briefs
                                                                                    Teten.com Slide 19
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




                                  Interaction




                                                                                    Teten.com Slide 20
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary



                         Instant Messaging
  • Consumer or corporate
    (private community) versions
  • Group chat replaces group
    email threads & clutter
  • Tools can control access,
    archive or monitor
    conversations
  • “Presence” tells you when
    someone is available
      • Embeddable in applications

  • See “The Strongest Links: Instant Messaging Resources” in ABA’s
    Law Practice Today

                                                                                    Teten.com Slide 21
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




                                            Jams
   • Large, town-hall opinion sharing
   • Organized top-down, e.g. gather input from partners nationwide,
     or by grassroots activists
   • IBM is a leader (see “Big Blue Brainstorm”, Business Week 8/06)




                                                                                    Teten.com Slide 22
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary



                       Online Meets Offline
 • Combine online
   interest groups with
   in-person get-
   togethers
    • Meetup
 • Easily schedule
   events & happy
   hours
    • Evite




                                                                                    Teten.com Slide 23
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary




                    Web 2.0 Characteristics
          • Adapts to the way you think

          • Easy publication

          • Quick collaboration and/or open participation

          • Commentary and critique

          • More than ever, requires that you commit to a
            focus, adding value and evolution for Web 2.0
            to be a marketing advantage

                                                                                    Teten.com Slide 24
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary



                                   Learn More
• TheVirtualHandshake.com:
   • Documents the approaches in
     this presentation
   • Blog & free book download
   • Directory of social software
   • Lead-authored by David Teten




                                                                                    Teten.com Slide 25
© 2008 Teten Advisors, LLC
Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary



                Scott Lichtman Biography
   • 20 years business experience at Deloitte, Oracle, several startups
   • Managed communities of tens of thousands of professionals
   • Advising firms about profiting from social networks
        • Several projects about building lawyers’ online presence for
          referrals, speaking opportunities and other business development
   • Recently co-led Evalueserve Circle of Experts, a network of executives
     serving as expert witnesses and investment advisors
   • Harvard Business School, London School of Economics, MIT




                                                                                    Teten.com Slide 26
© 2008 Teten Advisors, LLC

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How Lawyers Can Grow Billings Using Online Networks and Internet Marketing

  • 1. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary How Lawyers Can Upgrade Their Web Marketing, Client Relationships and Productivity New York County Lawyer’s Association Scott Lichtman, Teten Advisors Teten.com Slide 1 © 2008 Teten Advisors, LLC
  • 2. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Tonight’s Discussion • Web 2.0: Technologies and techniques for marketing and work-product collaboration • Case studies at law firms • Direct experiences with blogging • Q&A Teten.com Slide 2 © 2008 Teten Advisors, LLC
  • 3. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Web 2.0 – Characteristics & Benefits • What is Web 2.0? • Market your firm and make communications easier • Find new, valuable contacts and perform due diligence • Share knowledge more productively • Enhance relationships through rich, immediate interactions Teten.com Slide 3 © 2008 Teten Advisors, LLC
  • 4. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary What is Web 2.0? Technology & culture that is transforming the Internet from “Read & Purchase” to “Customize, Connect & Critique” • Marketing & Communication • Collaboration & Productivity • Groupware • Blogs / RSS Feeds / Podcasts • Tagging • Search Engine Optimization • Wikis • Connections & Due Diligence • Interaction • Corporate Culture / Biography • Instant Messaging / Presence Analysis • Jams • Social Networks / Analysis • Mashups • Relationship Management Teten.com Slide 4 © 2008 Teten Advisors, LLC
  • 5. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Marketing & Communications Teten.com Slide 5 © 2008 Teten Advisors, LLC
  • 6. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Blogging • Concept: • An easy means of sharing commentary & feedback • Branding of expertise requires focus, value and persistence • Tools for reading, search, publishing and use analysis • RSS feeds are multi-purpose • Examples: • The Trademark Blog (www.schwimmerlegal.com) • List at legalblogwatch.typepad.com of IP law, HR law, law marketing, law & technology, law economics blogs, etc. Teten.com Slide 6 © 2008 Teten Advisors, LLC
  • 7. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Search Engine Optimization • Google *is* your home page • Not just a link to your web site, but the top 10 things said about you • Blogs and blog links are very effective for generating search engine rankings • Corporate or personal, blog events and ideas, include phrases and links, have 3rd parties provide content • The early ’00s method of pay-for-position is increasingly less effective Teten.com Slide 7 © 2008 Teten Advisors, LLC
  • 8. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Search Engine Prominence A small practice can appear to be a leader in IP law on Google Teten.com Slide 8 © 2008 Teten Advisors, LLC
  • 9. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Reputation Affected by Search Findings A law firm’s corporate site can be one click away from others’ criticisms Teten.com Slide 9 © 2008 Teten Advisors, LLC
  • 10. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Connections & Due Diligence Teten.com Slide 10 © 2008 Teten Advisors, LLC
  • 11. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Be Alerted to Specific News • Learn when prospective clients expand or encounter issues • Topix.net Teten.com Slide 11 © 2008 Teten Advisors, LLC
  • 12. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Online Business Communities • Build relationships with prospects in your niche • Albourne Village for hedge funds & supporters • A visualized community where you can read, post, find jobs • Yahoo! Groups • 1 in 10 Americans participate • Your alumni community Teten.com Slide 12 © 2008 Teten Advisors, LLC
  • 13. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Social Network Sites for Referrals • Concept • Colleague of a colleague (of a…) • Supplements traditional bios, referrals & references • Providers • LinkedIn • XING/OpenBC Teten.com Slide 13 © 2008 Teten Advisors, LLC
  • 14. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Relationship Capital Management Software • Contact Network Corp., Visible Path, Leverage Software Search for people, companies , industries Relationships ranked by See which Strength colleagues have best relationships to target Email traffic patterns, Privacy Automatically address books, Access Layer discovered billing systems, configured for from passive employment firm’s culture sources history, etc. Teten.com Slide 14 © 2008 Teten Advisors, LLC
  • 15. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Biography Analysis Software • Aggregates online bios chronologically • Find people by role, company name • Has contact info • ZoomInfo Teten.com Slide 15 © 2008 Teten Advisors, LLC
  • 16. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Collaboration & Productivity Teten.com Slide 16 © 2008 Teten Advisors, LLC
  • 17. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Groupware • Modern Approach: • Fast to set up projects in/across organizations • Access via browser • Password- or Enterprise- level security • Examples: • BasecampHQ – fast project management • Firmex – Extranet for transactional law Teten.com Slide 17 © 2008 Teten Advisors, LLC
  • 18. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Tagging • Each user picks & shares keywords for an issue, document or page • Compatible with searching and, to some degree, taxonomies • See also ‘social book- marking’, e.g. Del.icio.us Teten.com Slide 18 © 2008 Teten Advisors, LLC
  • 19. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Wikis • A knowledgebase/website anyone can edit • Wiki-law.org contains case commentary, statutes, dictionary • Harvard’s Berkman Center • Cyber One: Law in the Court of Public Opinion project about public input on law, with open Wiki • OpenLaw forum for crafting arguments & briefs Teten.com Slide 19 © 2008 Teten Advisors, LLC
  • 20. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Interaction Teten.com Slide 20 © 2008 Teten Advisors, LLC
  • 21. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Instant Messaging • Consumer or corporate (private community) versions • Group chat replaces group email threads & clutter • Tools can control access, archive or monitor conversations • “Presence” tells you when someone is available • Embeddable in applications • See “The Strongest Links: Instant Messaging Resources” in ABA’s Law Practice Today Teten.com Slide 21 © 2008 Teten Advisors, LLC
  • 22. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Jams • Large, town-hall opinion sharing • Organized top-down, e.g. gather input from partners nationwide, or by grassroots activists • IBM is a leader (see “Big Blue Brainstorm”, Business Week 8/06) Teten.com Slide 22 © 2008 Teten Advisors, LLC
  • 23. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Online Meets Offline • Combine online interest groups with in-person get- togethers • Meetup • Easily schedule events & happy hours • Evite Teten.com Slide 23 © 2008 Teten Advisors, LLC
  • 24. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Web 2.0 Characteristics • Adapts to the way you think • Easy publication • Quick collaboration and/or open participation • Commentary and critique • More than ever, requires that you commit to a focus, adding value and evolution for Web 2.0 to be a marketing advantage Teten.com Slide 24 © 2008 Teten Advisors, LLC
  • 25. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Learn More • TheVirtualHandshake.com: • Documents the approaches in this presentation • Blog & free book download • Directory of social software • Lead-authored by David Teten Teten.com Slide 25 © 2008 Teten Advisors, LLC
  • 26. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Scott Lichtman Biography • 20 years business experience at Deloitte, Oracle, several startups • Managed communities of tens of thousands of professionals • Advising firms about profiting from social networks • Several projects about building lawyers’ online presence for referrals, speaking opportunities and other business development • Recently co-led Evalueserve Circle of Experts, a network of executives serving as expert witnesses and investment advisors • Harvard Business School, London School of Economics, MIT Teten.com Slide 26 © 2008 Teten Advisors, LLC