legal tech 2009 social media presentation
DESCRIPTION
Top 5 things every practice should know about social media. This presentation was delivered at Legal Tech West Coast Conference June 25, 2009. It contains results from the Networks For Counsel 2009 Study, blogging best practice and lessons learned from using social media to advance the business and practice of law.TRANSCRIPT
JUNE 24 - 25, 2009 | LOS ANGELES CONVENTION CENTER
5 Things Every Practice Should Know About Web 2.0
Vanessa DiMauro, Leader Networks @vdimauro
Mark Beese, Leadership for Lawyers @mbeese
David Gotlieb, No Fault Paradise@nofaultparadise
John Lipsey, LexisNexis Martindale-Hubbell@MHConnected
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 2
Goals For This Session
• Understand the state of the state of social media for Counsel• Explore strategy and methods for using social media: personal
branding, market & business development• Professional experiences and lessons learned from the blogosphere
and Twitter• What Lawyers should know when engaging in social media
• Answer questions and engage in dialogue about social media best practice
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Networks for Counsel 2009Highlights Vanessa DiMauro
CEO, Leader Networks
3
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Networks for Counsel 2009 studyEarly Findings
What we examined• Current use of social media • Online preferences and ratings• Perspectives on Social Networking• Future impact of technology on legal practice
Who we surveyed• 1474 Counsel – 764 Outside Counsel and 710 Corporate Counsel
in May and June of 2009. • Internationally, 33 countries were represented. • Company size ranged from less than 10 to greater than 10,000 staff. • Age was well distributed with the greatest proportion in the 26-45 range.• Most respondents were either the decision makers or influenced the
decision maker.
• The Networks for Counsel 2009 study was conducted by Leader Networks and sponsored by LexisNexis Martindale-Hubbell
4
LEGALTECH® WEST COAST| JUNE 24 - 25, 20095
% Yes
NNCC: 710CC: 710OC: 764OC: 764
Question: Are you a member of an online social network such as LinkedIn, Plaxo, Facebook, Xing or MySpace?
Counsel’s Use of Online Networking is Increasing Both Corporate and Outside Counsel are significantly more likely to report being a
member of an online social network this year as compared to last Approximately three quarters of counsel now report being a member of a social
network 63% percent also report a desire to join a professional network specifically for
counsel
2009 20092008 2008
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Lawyers Use a Variety of Social Media Reading and adding comments to articles or blogs, listening to podcasts, and
membership in public social networks also common Social bookmarking, microblogging, and online collaboration are less commonly
reported among this group
6Question: What type of social media activities do you engage in professionally? Select all that apply
NNCC: 710CC: 710OC: 764OC: 764
% Engage In
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Counsel Are Seeking More From Their Legal Networks Today Than They Were a Year Ago The importance that counsel place on most features has increased in the past year This is true for both Corporate and Outside Counsel
7
Question: How important are each of the following attributes in your decision to join a professional legal network? 1= Not at all important, 7= Extremely important
NNCC: 710CC: 710OC: 764OC: 764
Corporate Counsel Outside Counsel
LEGALTECH® WEST COAST| JUNE 24 - 25, 20098
Question: Do you think online networks (i.e. social media) will change the practice and business of law in the next five years? From 1 = Not at all likely to 7 = Extremely likely.
NNCC: 710CC: 710OC: 764OC: 764
Many Counsel Believe that Online Networks Will Change The Practice & Business of Law In The Next Five Years About 1 in 5 Corporate and 1 in 4 Outside Counsel feel that there is a
high likelihood this will happen There has been an increase this year in the number of OC who feel this is
a high likelihood event (26% vs. 18% in 2008)
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Be sure to watch http://www.NetworksforCounsel.com for survey report and discussions during summer.
9
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Mark BeeseLeadership for Lawyers
Social Media A Marketing Guy’s Perspective
10
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 11
Who you are
What is important
to your clients
How you want to be perceived
BRANDING
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Branding takes…
• Multiple Channels• Consistent Message• Time
12
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Personal Brands
13
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Branding 1.0
• Advertising• Earned Media (PR)• Speaking & Writing• Rankings & Recognition• Networks: Receptions, Chamber, Bar
Associations, etc…
14
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Branding 2.0 Social Media
• Promise of the Internet – Interactivity• Broadcast U – Blogs• Connect – Facebook, LinkedIn, Twitter
• 43% of internet users use social networking (source: Conference Board)
15
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
How people buy legal services
• Choose lawyer, not firm• With low differentiation, people buy on emotion• Trust = Credibility + Reliability + Intimacy
Self-Orientation
T – Trust (Relationship)C – Credibility (Expert) R – Reliability (Client Service – doing what you say you will do)I – Intimacy (Knowing Client)S – Self Orientation (It’s all about you vs. them.
Opposite of “other-orientation”)
16
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Why do marketers care about Social Media?
• Platform for consistent message• Multiple channels, highly targeted• Builds message over time• Builds/establishes credibility• Leads to intimacy • Opportunity to show ‘other-orientation’
17
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Social Media for Personal Branding
18
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009 19
• online resume bank• 40 million in network• connect with 3 degrees*
Best Practices• Numbers count – build network• Complete profile – message• Recommendations – credibility• Show personal interests• Join and create GROUPS• Participate in conversation
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Blogs• 41% of Amlaw
200 are blogging• 110% increase
over past 12 months
• 82 firms have 227 blogs
• Source: Lexblog.com
20
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Blogs
• Google loves blogs• Team blogging spreads the work• Leverage blogs using rss, email subscription• Take a stand, but be prepared • Narrow and targeted is better• Track traffic to understand audience
21
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
22
• What’s on your mind?• The Wall – 24/7 news feed.• Profile – be yourself, but be careful• Fan & Group Pages = Community• Post notes, links, articles, video, audio,
pictures, etc… Message, Credibility and Intimacy
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
23
• What are you doing (in 140 characters)?• Content still rules – articles, insights, blog posts• Follow, and you will be followed• Frequency counts, but don’t be a bother• Good tweets get re-tweeted. Multiplier effect• Follow Friday• Get on a list – 99 Lawyers that Tweet• Tweetdeck• Think message, credibility, intimacy
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
David M. Gottlieb, Esq.Baker, Sanders, Barshay, Grossman, Fass, Muhlstock & Neuwirth
(Long name. I know. Not my fault)
24
(Long name. I know. Not my fault)
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
LESSONS I’VE LEARNED
25
1. BE YOURSELF (UNLESS NO ONE LIKES YOU)2. THIS WILL TAKE MORE TIME THAN YOU THINK3. YOU PROBABLY WONT MIND IT SO MUCH4. IT’S NOT AN ADVERTISEMENT 5. OK, IT MIGHT BE AN ADVERTISEMENT, BUT THAT CAN’T BE
YOUR ONLY CONTENT6. ADD SOMETHING TO YOUR FIELD 7. GIVE CREDIT WHERE CREDIT IS DUE8. BE CAREFUL, IT’S VERY HARD TO TAKE SOMETHING OFF THE
INTERNET9. YOU CAN’T DO EVERYTHING10. FOR BLOGS, PICK THE RIGHT PLATFORM11.ADMIT WHEN IT’S TOO COMPLICATED; HAVE SOMEONE ELSE
SET UP THE BLOG12.STREISAND EFFECT13.LUNCHMEATS AND NAMES 14. I SHOULD NOT BE ALLOWED TO MAKE POWERPOINT
PRESENTATIONS
...
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
WHERE YOU CAN FIND ME
26
[email protected]@bakersanders.comhttp://twitter.com/nofaultparadisewww.nofaultparadise.blogspot.comwww.theCPLRblog.comwww.DavidMGottlieb.com
BIO
David M .Gottlieb is an associate at Baker, Sanders, Barshay, Grossman, Fass, Muhlstock, & Neuwirth, where he focuses his practice on No-Fault litigation. Mr. Gottlieb earned a B.A. from the University of Colorado at Boulder and his J.D. from Brooklyn Law School where he served as an Articles Editor on Law Review.
Mr. Gottlieb is the author of No-Fault Paradise, a widely read blog on New York No-Fault law. He has been published in the New York Law Journal and has lectured on developments in the No-Fault arena including recent decisions and their interpretation.
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Lessons from the Trenches:What lawyers should know
when engaging in social media
John Lipsey, Vice President, Corporate Counsel Services,
www.martindale.com/connected
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
The Boundaries Between Traditional Legal Research & New Media are blending
Outside CounselExperts
DiscussionForums,Blogs,Q&A
Articles,News,
Analysis,Wikis
Communities
RelationshipConnections
Research, Opinions,
Regulations MaritimeContract
Law
CorporateCounselExperts
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Ignoring Social Media is Not an Option
Domino’s Pizza:• The conversations
are happening whether you are a part of them or not.
• Opportunities await those who listen.
• Enormous risksawait those who don’t.
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Online Reputations Impacted Whether or Not Lawyers Actively Engage
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Larger Networks & More Activity Mean Greater Exposure Where Decisions are Being Made
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Research & Choose Wisely Before Engaging
Be cautious when:
• The site allows legal advice to be offered• The site’s Terms and Conditions do not
respect your privacy, or will sell or rent your contact information
• Company or entity creating the site is vague or unidentified
• Site allows solicitation and spamming• There is no authentication process
following a registration to ensure member identity
• Site allows anonymity• Lacks robust privacy and
communications settings
32
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Establishing a Social Media Policy is Imperative
• Review existing policies In light of the company’s orientation towards social media: – Including privacy, confidentiality, email use, legal holds, and
employee ethics• Form a Social Media Team to guide executives on social
media policy • Team should monitor web traffic about the company
– Report adverse communications to someone with authority to act as soon as possible.
• Training programs to disseminate the policy and to remind employees of existing policies. – In-house online self study programs, presentations, or
outsourced to consultants.
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Social Media Policy Resources• “Social Media Policy Group”
(www.martindale.com/connected)– Group Created by James Wong, ACC So.
Cal Member & General Counsel of UMA Enterprises
– Share social media best practices with other legal departments
• Social Media Policy Week July 20-30– Webinar July 23, moderated by James Wong– Guest bloggers posting on policy issues– Special discussion threads to “crowdsource” a
model best practice34
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Closing Remarks
Vanessa DiMauroCEO, Leader Networks
35
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Key To Success
Define your main goals for using social media
What are your top 3 goals?How much time to dedicate to the effort? How will you know when you are succeeding?
Find the right approach to support those goals.
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
A Social Media Lifecycle
SEARCH
Find clients or colleagues who are members of the network, identify relationships and connect with them
CONTRIBUTE
• Send a link to a story that would be relevant or interesting to them• Watch blogs and use the comment feature • Answer questions in the discussion groups• Feature others on your blog or reference them favorably in the community
INVITE
Ask others to participate in an online discussion topic with you
CONNECT
Engage with others and be a connector
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
What To Expect
Social Media takes timeRoadmaps and process exposure is key
Social Media takes planningClients need to know where they want to go
Social Media takes effortExecutives and key spokespeople need to be more involved than with traditional PR
and Marketing
Social Media is less structured Risk management is important but ...Must allow for serendipity to occur
Social Media outcomes CAN be measuredBuzzmetrics, ROI, customer retention, revenue generation, cross-sell/up sell,
competitive information value, new client acquisition
LEGALTECH® WEST COAST| JUNE 24 - 25, 2009
Thank you!
39