Linked in training re - march 2014

What We Will Cover Today
©2013 Seyfarth Shaw LLP2 |
• Real Estate Group’s BD Strategy
• What LinkedIn is NOT
• Why LinkedIn Is Important
• Building Your Best Profile
• How to Stay In Touch with Clients
• Why Joining Groups is Important
• How MBD Can Help

Our Market Strategy
• Deepen Seyfarth’ s Real Estate brand externally
• Constantly demonstrate expertise and thought-
leadership
• Exhibit national platform
• Offer competitive advantage via innovation and
technology
• Be active in Industry Associations

What LinkedIn is NOT
• LinkedIn is not a fast track to new business
• LinkedIn is not a replacement for customary business
development
• LinkedIn is not the only networking you should be
doing

Why LinkedIn?
#1 Professional Social Network
According to BTI Consulting Group’s “How Clients Hire:
The Role of Legal Directories and Online Lawyer
Profile Services” survey:
• 77.1% of in‐house counsel and staff use an online
lawyer profile to validate the credentials of a referral.
• 80.8% of corporate counsel and staff use online lawyer
profiles when a referral is unavailable
• 93% of Fortune 500 companies have legal department
leaders with profiles on LinkedIn

RaiseYour Profile: The Basics
• Be sure to include your headshot
• Create an interesting headline
• Customize your URL: www.linkedin.com/in/yourname
• Please DO NOT copy and paste your firm bio
• List your involvement in organizations and charities

Your Value Proposition
• What are the skills and experience that make you unique?
• What are you known for in the firm?
• What problem do you solve and for whom?
Think: I (verb) (target market) (problem solved)

• Maintain a robust
online profile
• Tell the story of “you”
and why there is value
in connecting with you
Bad Example
“Real Estate Attorney at
Seyfarth Shaw”

RaiseYour Profile: UpdatingYour Profile

RaiseYour Profile: Skills
You are allowed to add up to 50 skills. If you decide to
include this section:
• DO NOT list a skill that you are not proficient in.
• Focus on your practice and industry served.
• Pick skills that demonstrate what you have to offer and
how your contacts can benefit.
• Select skills that resonate with your target audience.

RaiseYour Profile: Skills
To add or revise skills
or move the section
location, click edit
profile and scroll to the
Skills and Endorsement
section. Then click the
“Edit” link to the right.

RaiseYour Profile: Publications
Published books and articles
add to your credibility and
help establish thought
leadership.

RaiseYour Profile: Presentations

Firm Page
Consider how
Seyfarth can
enhance your
personal brand.

Promoting Seyfarth Shaw
Is the firm’s website clearly labeled on my profile?
Am I promoting the firm’s Twitter account?
Do I follow Seyfarth on LinkedIn?
Am I signed up to receive the firm’s alerts and
memos?

Following Clients and Prospects
LinkedIn can also be used as a research tool.

Networking with Groups
• Participating in groups is an effective way to
demonstrate thought leadership and build
relationships.
• Use groups to share content or presentations,
briefings and seminars your contacts would find
valuable.
• Consider following groups that your clients and
potential clients may be members of.
• Follow regional and national affinity organizations and
bar associations.

Sample Groups on LinkedIn
• The CRE Finance Council (CREFC)
• Commercial Real Estate Finance
• The International Council of Shopping Centers (ICSC)
• CREW Network
• NAIOP Commercial Real Estate Development and NAIOP Developing
Leaders

Successful LinkedIn Networking
Networking is about building and
fostering relationships.
Important Tips:
• Quality vs. Quantity
• Send personalized invitations
• Follow up with your connections
• Provide value to your network
• Monitor who viewed your profile and reach out

Making the most of your connections
• Remember what's
most important
about this contact.
• Make a note on
how you met.
• Tag your contact
with customized
labels.
• Set reminders to
connect.

What Kind of LinkedIn Member Are You?
• The Absentee. "I know I have a LinkedIn account, but I have no
clue what the password is.”
• The Duplicate. "I've set up a LinkedIn account already, but then I
forgot about it and set up another one. What do I do now?"
• No Face. 1/3 of the profiles of AM Law 100 partners have no
picture.
• Friends with Strangers. You get a 10 for effort but 1 for strategy.
• The Benevolent. These add value to everyone connected to
them.
• The Closers. The most successful LinkedIn users. 500+
connections because they are active networking offline.

Establish A Plan: What kind of LinkedIn
Lawyer are you?
What type of participation makes sense for you personally and professionally?
Action Task Frequency
Increasing
connections
• Review Outlook contacts and send invitations
• Review who your current connections know
• Review who has viewed your profile
Once a
week to
once a
month
Post Content • Update status with blog posts, updates, alerts,
articles and presentations
• Advise your contacts about webinars, briefings
and other events
Once a day
to once a
week
Engagement and
Brand Management
• Engage in group discussions
• Reply to users who send direct messages
• Comment on updates related to key words,
phrases, and industries
Monthly to
Quarterly

Things Attorneys Should Consider
Any social media activities should comply with applicable Rules of
Professional Conduct and Seyfarth’s established policies.
Rules of professional conduct. The rules may prohibit solicitation of legal
work without a previous relationship. Do not ask for legal work without
establishing a prior relationship.
Confidentiality must be maintained. Never disclose proprietary or
confidential information of the firm or any client.
Protect Firm confidentiality. Do not comment on confidential firm
information.
Avoid creating unintended attorney-client relationships. Don’t give legal
advice and avoid writing any content that could be construed as legal advice.
Fact-check your posts. Always evaluate your contribution’s accuracy and
truthfulness.

Marketing and Business Development
Contacts
Toni Roesslein National Practice Group Manager 73-6458
Lisa Olney Senior Manager - Regional MBD
New York/San Francisco/Sacramento
76-3358
Kenya Jiu Senior Associate - New York 76-4656
Trina Bazarte Regional Manager - Atlanta 71-7986
Diana Beaudet Regional Manager - Boston (M,T,Th) 72-4826
Alexis Swenson Regional Manager - Boston (W,Th,F) 72-4826
Maria Raynes-Pelino Regional Manager - Chicago 73-6213
Sarah Guigliano Regional Manager - Los Angeles 75-1555
Aeree Lee Regional Manager – Houston/Washington, D.C. 79-5377

Managing your brand online is a powerful
tool
Remember that your online brand is:
• a tactic to help position yourself within the firm;
• a mode of demonstrating your knowledge and
thought leadership; and
• a way to impact the way others view you and
your capabilities.

Remember to Connect Online to Offline
The strongest online connections and relationships develop
offline.
• Business development is the natural outcome of an
authentic relationship
• Business development is providing solutions to problems
that should be solved

Thank you!
Questions??

Linked in training re - march 2014

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