Law firm marketing in the digital age with LinkedIn. Learn how to promote individual attorneys, practice groups or the entire firm.

1. PNC Bank
LinkedIn for Law Firms
Digital Strategy - 2012

2. Introduction to the
talents and expertise
of wedü.

3. PNC Bank
Real-Time Everything
ü|TACTICS

4. u|TOPIA
Event and field staff management, field data collection, measurement/reporting system
ü|MANAGE
Manage online content for web, blogs, social network feeds
u|SEND
Automate content repurposing from virtually any online source to execute email & print campaigns
u|KNOW
Yield insights on target behaviors, build profiles for greater response rates through personalization
u|ENGAGE
triggering definitive call-to-action directives within corporate CRM systems for final conversion
ü|TACTICS
The following tools have been developed by wedu and are easily integrated into many projects.
However, please note that wedu extensively tests and integrates 3rd party applications, as well.

5. Conversations about
digital strategy must
encompass all marketing
media and have well
defined goals.

6. What does Digital Marketing encompass?
 Search Engine Marketing / Optimization (SEM/SEO)
 Social Network Advertising, Community Management, Apps
(Facebook, Twitter, LinkedIn)
 Mobile Advertising, Apps
 Web Site
 Blogs
 YouTube
 Flickr
 Google+
 Email – the original social network
 …

7. Marketing Dollars
 By 2016 average will shift to 75% digital and 25% traditional.
 Advertising is becoming more local, more relevant, and more social.
 Greater short term investments have greater long term results.
No One Lives Here Everyone is Here

8. Web SiteMarketing
The Digital Communication Path
Content & Analytics Position Web as Best Common Point
Programs
Blog
Social Networks
Communities
Email
Advertising
Public Relations
SEM / SEO
TheFirm

9. Web Site Central
All activity will eventually point to the web site.
Site must be friendly to all of these sources.
Integration will be key to future successes.
The most open platform and API friendly will win.

10. Enjoying the Open Web
Open Architecture has truly come to life.
API’s – Allow various programs, web sites, mobile apps, social apps, etc. to integrate and share information
across each of the platforms.
Facebook Open Graph & Social Graph – One of the most significant changes made to Facebook since its
release. The Social Graph of an individual allows to see their interests in music, fitness, lifestyles, etc. It is
the most advantageous tool for web site socialization and targeted advertising available.
Mobile Apps – The rise of mobile is astronomical. Professional Services must be aware of the
opportunities to utilize this trend for extensive audience engagement, reach, and activation.
OPEN matters

11. Enjoying the Open Web
Open Architecture has truly come to life.

12. Being Smart in the Open Space
The integration of all digital aspects proves authenticity.
Organic Search – Search Engine results are influenced by your other activities, social performance, and
third-party integrations. Be active, authenticate and effective in all other areas and organic search will be
high.
Content Creation & Curation – Authenticity starts with who you are and what you talk about – ACROSS
your entire network. It doesn’t always have to be in your own words. What you share with your network is
still representative of you.
Quality Scores Digital Advertising – The open web also provides pitfalls which you may never see. Digital
advertising on google will involve Quality Scores which will influence your cost and reach. Appropriately
integrating custom landing pages and strong content is a must. Open means everyone sees everything.
Being authenticate is becoming more difficult without a significant digital concentration.
Landing Pages – Utilizing landing pages is the most effective method of conversion and measurement.
Regardless of the originating point of conversation the goal should be to drive individuals to unique
landing pages which are topical, relative to the conversation, and set the stage for more.
Private Web Network – Blogs, social platforms, law sites (JD Supra), etc. are all private web networks.
Learning – Key to future success. The above items are only a few ways we must be smart with open web
because everything is related.

13. Social CRM is becoming possible.
 Complete integration across all mediums and interactions – physical
and digital
 Firms must address their fears of compliance so they may proceed
with effective engagement
 Internal parties must be involved
 Adequate resources must be allocated to the digital realm
 Once a client, always a client
Once a client, always a referral source
 CRM in the Digital / Social world means keeping in touch

14. Marketing a law firm
in the digital age.

15. The Direction of Law Firm Marketing
 It’s a digital world – for all people and businesses
 Law Firms and attorneys need to be actively engaged in digital –
ACTIVELY!
 It’s about community and single individuals
 Awareness is not enough
 Advocacy is still the new advertisement
 Law firms with administration and marketing separate, but integrated
with the attorneys trust will be the leaders.
“It’s not about how many people you know.
It’s about how many people know you.”

16. A post at 11:30pm… just 2 lines…. By 8:30 am…

17. SOCIAL matters
People Look at 4.8 Attorney Websites
BEFORE Contacting a Firm
89%
of Internet Users Go Online to Find an Attorney
65%
of People Begin Their Search for an Attorney Online

18. Compliance Guidelines to Consider
 No improper soliciting and anything that could be considered advertising
must have disclaimer;
 No false or misleading information;
 No confidential information;
 Don’t create attorney/client relationship;
 No ex-parte communications;
 No improper contact with parties:
 opposing parties or attorneys in cases;
 Judges!
 Jury members!
 Don’t discuss cases online!

19. Compliance: ABA Model Rules
 1.6 – Confidentiality;
 4.2 - Communication With Person Represented by Counsel;
 7.1 - Communications Concerning a Lawyer’s Services;
 7.2 - Advertising (don’t pay for LinkedIn recommendations!);
 7.3 - Direct Contact With Prospective Clients (soliciting);
 8.3 - Reporting Professional Misconduct (you can be reported for
social media violations);
 8.4 – Misconduct.

20. Need Centric Marketing
Engagement & Reach
The successful campaigns encompass the WHY
factor in messaging, but remember that
community engagement is driven by where the
individuals are mentally, emotionally, and
psychologically at the time of engagement.
Research conducted by wedu confirms that all
actions in social space are dictated by one of
the E’s. It is evident that every demographic –
from millenials to business people to seniors
responds to one of the Five E’s:
SOCIAL PROFESSIONAL
Ego Ego
Entertainment Entertainment
Emotion Enticement
Education Enrichment
E-currency E-Currency
Awareness
Perception
Need
Consider-
ation
BUY

22. Using the LinkedIn
Professional Network
to build your practice.

23. Law Firm Strategy
Socializing the Firm’s Professional Network
Social
Media
Communities
WEB
SITE
Digital
Advertising
Areas of
Practice
Facebook
Twitter
YouTubeLinkedIn
Pinterest
Law
Pages
Mobile
Apps
3rd Party
Sites
Microsites
Landing
Pages
Employment
Environment
Corporate
Med Mal
Search
Engine Mktg
Instagram
Energy
Email
Campaigns

24. What Does LinkedIn Offer?
Access to a Network
 More business leads
 A business network based on 3 degrees of separation
 Showcase your expertise
 Build & discover relationships, get referrals
 Engage with relevant communities: industries, colleagues, business
leaders, etc.
 Network with previously unobtainable contacts
 Win more speaking engagements and media exposure
 Stronger client/stakeholder relationships
 Enhanced brand VALUE awareness
 Increased revenue

26. Perceived
Value
Differential
Value
Brand Value Awareness

27. LinkedIn Strategies
 Build optimized profiles for several attorneys and the firm, get connections;
 Get recommendations
 Distribute content - Post all blog entries, events, and publications across all
LinkedIn profiles.
 Groups – join, participate, share
 Target and contact:
 Use advanced search or “specific targeted company”;
 Click on their profile, join their groups, add as connection!
 Use LinkedIn apps, add blog posts to your profile;
 Add all events, speaking engagements, webinars, etc.;
 Use LinkedIn Answers:
 You can use questions to message all your connections;

28. The Law of the Social Few
The activity level of communities relies on individuals.
The 50-20-10-1 Rule
• 50% of people will passively participate/repeat
• 20% will actively and frequently consumer/trade content
• 10% chime in opinions/rate and vote on content
• 1% develop and innovate content
Traffic is found in the social aspects of a community
• 80% of Facebook users post on a wall
• 77% of the visitors to LinkedIn are regular users, visiting multiple times per month
• The top two reasons people join communities are to:
• Connect with other like-minded people
• Ability for members to help others

29. Profile
Perception
Photo?
Summary?
Experience?
Education?
Groups?
Recommendations?

32. If you don’t
think your
next client is
checking you
out…

33. Company Profile

37. If you don’t have
time to maintain
your profiles…
LinkedIn will do it
for you, but it may
not be as appealing.

38. Groups - Energy

40. Answers

43. Advanced search for
people can be
extremely effective
for introductions.
…Unless you prefer
to go to the
Chamber’s Annual
Dinner.

44. Add Applications to Your LinkedIn Profile
Enhance what people see about you.
Turbo ChargeYour LinkedIn Profile
JD Supra
© Copyright 2011 Upward Action LLC All Rights Reser ved.
Turbo ChargeYour LinkedIn Profile
Martindale-Hubble
© Copyright 2011 Upward Action LLC All Rights Reser ved.

45. Account Types
Paid accounts give more
feedback and more
opportunity:
• See who’s viewing
your profile
• View beyond the 2nd
degree relationships
(more than just a
first name)
• Send more InMails
• See more search
results

46. Peer collaboration, advocacy, and engagement is imperative in legal marketing.
Your clients and their family & friends are your new advertisement.
• Customers trust, rely, and act on advice from people they know
• 90% of people trust their spouse
• 82% their friends
• 69% their work colleagues
• BUT….
• 27% trust manufacturers/retailers
• 14% advertisers
• 8% celebrities
• Community members are LOYAL and last longer, try other products or
services from same brand, even seek them out.
We don’t create communities – we give them meeting places.
SOCIAL peers

47. Engagement message
must resonate with the
community and it must
be authentic.

48. Why
Do I understand why this
organization exists, what
it believes, and the values
it lives by?
Personal
Do I believe the same
things? If yes, then I
KNOW them viscerally, I
see myself and my own
values reflected in the
organization. I am
connected.
Loyalty
I don’t need to be “sold.”
I will follow willingly.
I will be loyal. I will NOT
change simply for a
better offer.
WHY matters
The most effective communications and
brands start with WHY

49. • It’s about what they believe, how they see themselves
– I’m a rebel = buy a Mac (“Think Different”)
– I’m an everyman, a conformist = buy the PC that 95% of the population owns (“A PC on
every desk”)
– Both are right, the product is just a manifestation of how they see themselves
• How many of those 250,000 people showed up for Dr. King?
– Zero. They showed up for themselves. For their belief in a better America.
– He gave the “I have a Dream” speech (WHY), not the “I have a Plan speech” (HOW)
– They shared his dream – his WHY
• They see your brand as a manifestation of themselves, their own values
– Inspires passionate loyalty (tattoos), they don’t need to be sold or convinced
The most effective communications are about
the audience more than the organization

50. Guiding Principal: The Golden Circle
50
WHAT do you do? Everyone in the
organization can answer this. Offer estate,
employment, real estate, med mal, etc….
HOW do you do it?
Some in the organization can answer this.
These are the unique value proposition, or
proprietary capabilities. The ways you do
WHAT you do.
WHY do you do it? Very few can usually answer
this. And the answer is not “To Make Money”.
That’s a result. WHY is your purpose, cause or
belief. The reason the firmexists. The reason
anyone should care.

51. Apple: Think (and Communicate) Different
51
We do this by re-imagining entire industries
and making products that are more beautiful
and easier to use than ever before.
We believe in challenging the status quo and
conventional wisdom in everything we do. We
think differently to change the world.
We happen to make great computers. But we
also cell phones, MP3 players, books, music…
They START with WHY because people don’t buy
WHAT you do they buy WHY you do it.

52. It’s Biological…
52
Decision MADE….
Drives “gut” feelings,
emotions and decisions.
Has no capacity for
language.
The Golden Circle
Neocortex
Limbic &
Reptilian
Brain
The Human Brain
Decision JUSTIFIED…
Shapes logic,
rational and analytic
thought. Grounded
in language and
numbers.
Absent a WHY, decisions WILL be made in the Neocortex!
More stressful, less enjoyable, not loyal.

53. What is
Rath Young Pignatelli’s WHY?
Is that the foundation of all
engagement marketing?

54. Thank you!
Sean Owen
wedü, CEO
New York, NY
(646) 502-7447
www.wedu.com
sean@wedu.com
www.twitter.com/seanmowen
www.linkedin.com/in/seanmowen

55. Our partners
Throughout the years, wedü has had the pleasure of working with some of the worlds premier brands.