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Legal Lunch and Learn: LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx
The document outlines a Q&A session regarding the impact of social media and content marketing within the legal industry, featuring insights from experts at JD Supra, Dechert LLP, and PeopleLinx. It highlights the growing prevalence of social media use among in-house counsel, the importance of content marketing, and strategic approaches for lawyers to enhance their online presence while adhering to professional guidelines. Additionally, it emphasizes the need for lawyers to create value through engaging and meaningful content to establish themselves within their professional networks.
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Legal Lunch and Learn: LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx
- 1. Legal Lunch andLearn: Q&A on LinkedIn and Content Marketing with JD Supra, Dechert LLP, and PeopleLinx @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 2. Introductions Peggy Heffner PR &Social Media Manager @PeggyHeffner Dechert LLP Adrian Lurssen Co-Founder, JD Supra @AdrianLurssen VP, Strategic Relationships Patrick Baynes Co-Founder, PeopleLinx Formerly of LinkedIn Corp. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian @PatrickBaynes
- 3. Agenda » Social mediaimpact overview » Social media is mainstream in legal » Content is the currency of the social web » Q&A with the panelists @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 4. Empowered Consumer Today, yourclients and prospects have access to more information than ever before about your: » Firm » Reputation » Competitors » People / Personal brand @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 5. Empowered Brand Today, youhave access to more information about your clients than ever before: » Where they’ve worked » How long they’ve been there » Where they went to school » What they are interested in » How you are connected » Real time professional updates @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 6. Lawyers: Social MediaUse Now Mainstream » In-house counsel using social media has increased from 57% in 2010 to 73% in 2013 » Invisible users: 74% of in-house counsel using social media consume content but do not engage » LinkedIn: “the serious social network for lawyers” • 40% of survey respondents had logged in during the past 24 hours, and additional 27% had logged in during the past week • 60% of those using LinkedIn for professional reasons use it to connect with outside counsel with whom they work Statistics courtesy of 2013 In-House Counsel New Media Engagement Survey (Greentarget, Inside Counsel, Zeughauser Group, February 2013). @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 7. Lawyers: Social MediaUse Now Mainstream » Law firm blogs: preferred, influential news sources • In-house counsel read attorney-authored blogs (55 percent) as frequently as they read blogs authored by professional journalists (54 percent) • 53 percent envision a future in which a well-executed blog will influence hiring decisions » Marketing and Business Development Implications • Use LinkedIn strategically to connect and engage with clients and prospects • Optimize blogging strategy to produce serious, substantive blogs • Create compelling content to reach “invisible users” and demonstrate expertise Statistics courtesy of 2013 In-House Counsel New Media Engagement Survey (Greentarget, Inside Counsel, Zeughauser Group, February 2013). @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 8. Avoiding Online Pitfalls »Lawyers should follow ABA Guidelines for Professional Conduct » Protect client and firm confidences » Be careful not to inadvertently create attorney-client relationships • Do not provide legal advice • Do not respond to a specific set of facts » Be mindful of conflicts • Disconnect from individuals and/or entities that become adverse to a party you represent in a dispute » Do not solicit » Follow your firm’s social media policy » LinkedIn: Understand recommendations, Skills and Expertise/Endorsements @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 9. Ready, Set, Engage! »Ready: Update your LinkedIn profile so that it is a robust and up-todate reflection of your current practice as well as your firm’s brand » Set: Develop a strong network by identifying and connecting with decision-makers in targeted roles, industries » Engage: Regularly share meaningful content that your network will find valuable • @PeopleLinx © 2013 PeopleLinx Inc. “What are the issues that are keeping your clients up at night?” | #LunchWithAdrian
- 10. WHAT YOUR CONTENT& @PeopleLinx | #LunchWithAdrian NELSON MANDELA © 2013 PeopleLinx Inc. HAVE IN COMMON
- 11. “Engagement” Means MoreThan You Think Sharing & discussion between others Goal: become the subject of other people’s conversations Conversation between others Market intelligence: listen, learn, utilize Your own networking Connect with peers & others @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 12. Everyone Is Inthe “Social Content” Business. Not Everyone Has Something to Say Goal: become the subject of other people’s conversations: Your own networking Connect with clients & others Social sharing by • Sharing & discussion between others Executives • Referrals • Media members • Brands • Other lawyers New Media • Associations • Corporations • Government • Aggregators • Blogs Mainstream Media @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 13. @PeopleLinx © 2013 PeopleLinxInc. | #LunchWithAdrian
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- 27. Titles Tell BusyPeople Why to Read Now » The America Invents Act » Important Patent Law Changes » Top Ten Reasons to File Your Patent Applications Before March 16, 2013 @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 28. Don’t Talk Aboutthe Law » Talk about how changes in the law affect the people you serve. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian
- 29. Summary, Discussion, andQuestions? Peggy Heffner PR & Social Media Manager @PeggyHeffner Dechert LLP Adrian Lurssen Co-Founder, JD Supra @AdrianLurssen VP, Strategic Relationships Patrick Baynes Co-Founder, PeopleLinx Formerly of LinkedIn Corp. @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian @PatrickBaynes
- 30. About PeopleLinx Strengthen onlinebranding Drive warmer leads faster Engage more with customers Coordinate content dissemination @PeopleLinx © 2013 PeopleLinx Inc. | #LunchWithAdrian