Discussion of underlying business challenges in today's legal world and ways in which Social Media can be leveraged to meet these challenges. Discuss Risks/Rewards and need for clearly defined focus by Law Firms to make Social Media deliver true value.

1. Social Media & Law
Erik Schmidt - @thetechfarmer
Manager of eDOCS Product Marketing
and Business Development
January 25, 2011

2. Agenda
The Business Challenges Shaking Law
What Exactly is “Social” Anyway?
Risk vs. Reward
Using Social Media in the “Real World”
Conclusion
2

3. Declining/Flat Demand for Legal Services
“for the first time in ten years, law departments have
reduced their total legal spending, according to the
Hildebrandt Baker Robbins 2010 Law Department
Survey…..more than 60 percent of survey participants
decreased their spending on outside counsel”
counsel
Excerpt from Hildebrandt B k R bbi 2010 L
E tf Hild b dt Baker Robbins Law D
Department
t t
Survey
3

4. Significant Reduction in Resources
“According to the US Bureau of Labor Statistics,
34% of the legal services jobs created since the
2001 recession have been lost in the current
downturn. Since the recession began in
December 2007 th l
D b 2007, the legal i d t h l t an
l industry has lost
estimated 24,900 jobs.”
US Bureau of Labor Statistics
4

5. Increasing Mobility of Remaining Workforce
“As partners lateral into equity partnerships, how does
the culture of the hiring firm change? Does it coalesce
around the common denominator of maximizing current-
current
year profits? Or is there room for other, nonmonetary
values that have traditionally defined the profession? If
it's the latter how does the firm encourage them?”
latter,
Culture Shock – The AMLAW Daily Posted by Dimitra Kessenides
5

6. Consolidation by Corporate Clients
“While businesses struggle through the worst economic
downtown since the Great Depression, corporate
counsel are responding by taking a more active role in
managing their outside firms, and increasingly direct
purchasing decisions around legal service providers
and legal process outsourcing.”
outsourcing ”
Maximizing the Value of Outside Legal Service Providers – MRC
g g
6

7. Meanwhile Back in Gotham
Gotham….
7

8. Chief Marketing Officer
My firm expects
me to grow the business
8

9. Chief Legal Counsel
My firm expects me to
protect it from risk
Analyst Day - Boston - 2011 9

10. Managing Partner
My partners expect me to
make the business more
profitable
10

11. Chief Information Officer
My firm expects me to
protect it and make
t t d k
information available
11

12. A Tipping Point Has Been Reached
12

13. Suddenly
people matter
13

14. The New Normal - Ready Access to
Content
14

15. The World’s a’Changing
15

16. The World’s a’Changing
16

17. The World’s a’Changing
“It is clear that users are not reading online in the traditional sense; indeed there
are signs that new forms of “reading” are emerging as users “power browse”
horizontally through titles contents pages and abstracts going for quick wins It
titles, wins.
almost seems that they go online to avoid reading in the traditional sense.”
17

18. What Exactly is Social Media?
http://www.slideshare.net/mzkagan/what-is-social-media-2005829 18

19. Social Media is Not Going Away
Analyst Day - Boston - 2011 19

20. The Challenge Before Us
Us….
“the people making decisions at your firm need to take care not to dismiss social
media based on a reliance on the old ways or they may be setting themselves up
ways,
for failure. It was this kind of thinking that almost put the Eastman Kodak Co. out of
business when digital cameras came out. “
Social Media Is Not Snake Oil – Adrian Dayton, ESQ.
New School Old School 20

21. Can Social Media Be A Game Changer?
“what roles can information technology and IT professionals play in helping firms
deliver the legal services clients need and demand profitably now and in the
profitably,
future?
I believe there are three core benefits information technology offers law firms in
this regard:
• It can accelerate both the delivery and rate of innovation of legal services
• It can extend the reach of a firm's legal services to more clients
• It can combine and focus the expertise of the firm to produce a whole that is
greater than the sum of its parts
t th th f it t
How to Prevent the End of Lawyers - Mark Gerow
Legal Technology News
21

22. Social Media Is Not Without Risk
The Connor Riley Syndrome
Akin Gump reviewing social media policies in
Aki G i i i l di li i i
wake of partner’s blog post – ABA Journal
22

23. Enterprise Ready Social Media
Firm Memory
23

24. Finding Balance – The G20
24

25. Use Case #1 Create “Stickier” Relationships
#1- Stickier
25

26. Use Case #2 – Matter Collaboration
Common Operating Picture – Single source for news and what’s new
Slide 26

27. Use Case #2 – Matter Collaboration
Common Operating Picture – Single source for news and what’s new
Documents– A place for matter related documents, versions, comments
Slide 27

28. Use Case #2 – Matter Collaboration
Common Operating Picture – Single source for news and what’s new
Documents– A place for matter related documents, versions, comments
Wikis t k li t
Wiki –task lists, agendas, id li t embed d
d idea list; b d documents and URL’
t d URL’s
Slide 28

29. Use Case #2 – Matter Collaboration
Common Operating Picture – Single source for news and what’s new
Documents– A place for matter related documents, versions, comments
Wikis t k li t
Wiki –task lists, agendas, id li t embed d
d idea list; b d documents and URL’
t d URL’s
Search - Powerful, intuitive, experience based search
Slide 29

30. Use Case #2 – Matter Collaboration
Common Operating Picture – Single source for news and what’s new
Documents– A place for matter related documents, versions, comments
Wikis t k li t
Wiki –task lists, agendas, id li t embed d
d idea list; b d documents and URL’
t d URL’s
Search - Powerful, intuitive, experience based search
Slide 30

31. Use Case #3 – Strengthening Firm Culture
31

32. Use Case #3 – Strengthening Firm Culture
32

33. Use Case #4 – Tacit Knowledge Mgt
Mgt.
Analyst Day - Boston - 2011 33

34. Use Case #4 – Tacit Knowledge Mgt
Mgt.
Analyst Day - Boston - 2011 34

35. Use Case #5 - Event Planning
35

36. Frameworks vs. Applications
“It's all about organizational
It s
effectiveness. How fast, efficient
and correct all information is
disseminated, how effective hand-
overs in the workflow happens, how
visible and easy t understand th
i ibl d to d t d the
process is, how effective the
capture and subsequent
dissemination of knowledge is and
how little time you spend on
y p
making the flow happen.”
-Sigurd Rinde, 2010

37. Meet Open Text Social Workplace
The “Feed” – your source for news and what’s new
Documents Tab– All matter related documents, versions, comments
Wiki Tab –task lists, agendas, id li t embed d
T b t k li t d idea list; b d documents and URL’
t d URL’s
Built in Expertise Locator - Powerful, intuitive, socially based search
Slide 37

38. The S i l Workplace Th t W k F Lawyers
Th Social W k l That Works For L
Social
Safe
Compliant
C li t
Mobile
Automated
Integrated
38

39. Social Media Solutions F
S i l M di S l ti From O
Open T t
Text
3 Minute Demo - Search for “OTSW For Law Firms” on YouTube
Or Visit
www.opentext.com/otsw
Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 39

40. WANTED:
2 Law Firms
Vanilla Pilot Program
Email:
dlavoy@opentext.com
Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 40

41. In Conclusion
•Social Media is real & here to
stay
t
•Social Media is changing how
customers and business
communicate and expect to
interact
•Social Media tools offer law firms
Social
innovative ways to do more with
less while offering meaningful
value t th i customers
l to their t
•Recent events have shown your
staff will engage Social Media
even if the firm does not
Analyst Day - Boston - 2011 41

42. Sources for More Info On Social Media
Twitter:
@deblavoy
@legalerswelcome
@jeffrey_brandt
@LawyerKM
@llvingston
SlideShare: slideshare.com
YouTube: youtube.com
Wikipedia: wikipedia.org
p p g
Online Journals:
AMLAW Daily amlawdaily.typepad.com
Legal IT News legalitprofessionals com/
legalitprofessionals.com/
Legal Technology Insider theorangerag.com
Analyst Day - Boston - 2011 42

43. Open Discussion
p
www.twitter.com/thetechfarmer
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44. Thank You
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