online offline bizdev for lawyers - lichtman

8/7/2019 Online Offline BizDev for Lawyers - Lichtman

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ININ--PERSON AND ONLINE BUSINESSPERSON AND ONLINE BUSINESSDEVELOPMENT FOR LAWYERSDEVELOPMENT FOR LAWYERS

PRESENTED TO THE FAIRFIELD COUNTY BAR ASSOCIATIONPRESENTED TO THE FAIRFIELD COUNTY BAR ASSOCIATIONSEPTEMBER 15, 2009SEPTEMBER 15, 2009

Scott Lichtman / Vital Access


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ScottScott LichtmansLichtmans BackgroundBackground

20 years in marketing, business dev. and online services

MIT, LSE, Harvard MBA

Introduced secure instant messaging service for 150 law firms

Built network of 30,000 industry experts for witness testimonyand investor advice circleofexperts.com

Currently working with IP attorneys on business development,

while producing a crowdsourced business reality showHave used blogs ( vitalaccess.wordpress.com ), podcasts,webinars, social networks ( www.linkedin.com/in/scottlichtman ),IM, e-newsletters, video webisodes to expand clientele


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MAKING THE MOST OF NETWORKINGMAKING THE MOST OF NETWORKING



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Networking Event IntroductionsNetworking Event Introductions

Avoid

Im a [PRACTICE] attorney at[FIRM]. What do you do?

I think I could help you.Heres my card.

Attending without an actionplan, or leadership role

Create differentiation,benefit and action

Has your company thoughtthrough [the changing fiduciaryresponsibilities of boardmembers]?I just published a position noteon [online consumer protection].Whom could I send it to?Im the speaker today.

Q: What is your most effective introduction?


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Find/Create Speaking OpportunitiesFind/Create Speaking Opportunities

Hone a speaking theme thats business-oriented, interesting to clients,timely and repeatable

Optional: back it with a survey or paper

Build a list of associations and partner firms that use or would valuespeakersFocus on a few associations you will spend time with, but make it easy tocontact other organizations with letter/callOptional: find affiliates with complementary themes to co-present (egfinancial firms), or moderate a panel

Nurture your pipeline of speaking opportunities

If the audience enjoys the topic, youll enjoy presenting it repeatedly


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Sample Speaking Topics for IP LawSample Speaking Topics for IP Law

Before Topics:Trademarking primer; Licensing Dos and Donts; Trademark vs. Trade Dress

After (identified a target market and their interests, wrote letter & abstract):

Protecting Your Fashion Brand in Tough Economic Times Budget-Conscious Trademark and Copyright StepsYou Should Take Now

T he current economy isnt limiting the creative ideas at fashion firms, but it is forcing them to think deeply about howmuch to invest in protecting their brands. Holding back on protection now saves budget, but it can cause a high-potentialbrand to lose profitability just when success arrives. In this presentation, NAME explains the cost-effective steps thatfashion firms should take now to protect their names, designs and products. She draws on case studies from well-knownbrands including clients of her own. Questions she addresses include:

Why have copyrights, design patents, trade dress and unfair competition protection been limited in protecting fashion

firms? How can you select from among these protections? How to pick and protect names for your company and product lines. How do you best defend against copycats a nd ensure youre not sued as a copycat of a brand youre not aware of?

How is brand protection diluted when your items appear on sites like Facebook, You T ube, or eBay? What protective and value-enhancing steps must you take before distribution and marketing licensing agreements?

What about when youre outsourcing manufacturing? When is it worthwhile suing, or threatening to sue, infringing brands?


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Sample Speaking Opportunity ListSample Speaking Opportunity List

L ist of 30 speaking opportunities for IP lawyers in pharma, e-commerce, fashion sourced from industrycalendars, blogs, Garys L ist, industry associations. Build once, little maintenance thereafter.


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Following Up on a Successful Presentation

Ask your listeners (privately, one on one) for testimonials youcan post on your website and in marketing materials

Cliff Ennico combines the legal knowledge of F. Lee Bailey, the peopleskills of Dale Carnegie, and the wit and wisdom of Bill Cosby. You will

learn the law, and you WILL enjoy it! (actual testimonial Cliff received)

Thank the organization that gave you the opportunity, and donot hesitate to ask them to serve as a reference for futurespeaking events


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Backing a Presentation with a WriteBacking a Presentation with a Write- -upup

Sample paper produced byanother law firm

Became basis for a college classand most popular fashion lawpaper on Google

Researched and drafted by anassociate

Simpler approaches include:

Share your talk slides online(www.slideshare.net or L inkedIn)

Have a junior staff member or organizer blog your talk for you


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Distributing Your ContentDistributing Your Content

Reporters and bloggers are seeking contentPick 1-2 compelling themes you will promote repeatedlyBuild list of 10 writers you read and want to be covered by

Friendly bloggers will reprint anything of value / interview youReporters want ideas for trends and colleagues to quote, including you

Create a dialogue that gives you contentLinkedIn has a Q&A section for quick pollsBuild a quick online survey of market concerns and publish resultsZoomerang.com is one free survey builder


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More Ways to Be the Center of AttentionMore Ways to Be the Center of Attention

Partner with others for more unique offeringsE.g. Co-present with a social media marketer or estate advisor

Organize events

Birds-of-a-feather luncheons for executives in the same fieldArts or sports outingsLunches for client-facing professionals (bicycling enthusiasts in law,banking, accounting, etc)


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NETWORKING ONLINENETWORKING ONLINE



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Social Networks, Profiles & ContactsSocial Networks, Profiles & Contacts

* LinkedIn best for cross-industry business & clientsAlso,

* Martindale Connected complete lawyer coverageLegallyminded is ABAs social network; still improving

Plaxo Outlook add-on that informs you of colleagues job/addresschanges, good if you have hundreds of contactsZoomInfo automatically collects information from your career mentiononline but needs correctingFacebook & Twitter uptick in business use, most efficient for quick helprequests and commentary

StrategyBuild one client-oriented profile for LinkedIn and use on multiple sitesBuild a list of everyone relevant you know and connect via 1-2 sitesFind reasons to stay in touch questions, group lunches, bdays 1x/day


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Sample Q&A in LinkedInSample Q&A in LinkedIn

I use d thi s ques ti on a nd 4 respo nses as the bas i s f or a c onsul ti ng proposal, a blog e n t ry a nd new c on t a ct s ma d e i n the i nv es tme n t fi el d.


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LinkedIn Before ExampleLinkedIn Before Example

Title was Attorney

No photo, statement of benefits to clients, cases, education, industry credentials, jobhistory, keywords

2 connections, 0 views in last month before update

Personal description cut-and-paste from web siteMs. As practice focuses on advising clients on a wide-variety of domestic and international intellectualproperty matters, including trademark, unfair competition, copyright, false advertising, licensing, litigationand counseling. She has experience in all aspects of federal district court litigation of intellectual propertymatters and in opposition and cancellation proceedings before the Trademark Trial and Appeal Board ofthe U.S. Patent and Trademark Office. She has further experience in Internet and related trademark andcopyright issues, including, domain name protection, metatags and keywords. She represents a variety of

clients ranging from start-up businesses to large multi-national corporations in the area of Internet/e-commerce, clothing, financial products/services, health care, computer technology andservices, biotechnology, and the food and beverage industry.


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LinkedIn After = CredibleLinkedIn After = Credible

ActionsProfile re-written to speak to potential business clients and their needsCredentials all listed, including articles, news quotes, teaching

Title is Leader in Copyright and Trademark Law PracticeJoined 6 groups, including Licensing and Brand Management and TTABBusiness cards entered in Outlook, imported to LinkedIn

Results55 connections in first month

5 testimonials in 3 omnths26 views in September, including 2 potential clients, law school alumni, industryassociation, former colleagues


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Linked In After = Profile SummaryLinked In After = Profile Summary

NAME is a leader in the Trademark and Copyright Practice at FIRM, a highly-regardedintellectual property law firm based in Washington DC and serving clients worldwide.

I help clients design and protect their brands - including naming selection, copyrightingoriginal content, implementing e-commerce sites, negotiating licensing rights, monitoringcompetitors use of similar ideas and litigating/settling disputes. In each situation, I

teach my clients the most relevant legal considerations around the world, enabling yourmanagement, marketing, inside counsel and other teams to make informed decisions andtrade-off business protection with agility and cost considerations. Together we evaluateand apply each tool available to you, including trademarks, copyrighting, designpatents, and unfair competition law.

Clients consistently regard my work, and that of my firm, to be based on deepexperience, fast, specific to your strategy and situation, and cost-sensitive.

I have particular experience with leading companies in e-commerce, fashion, healthcare/biotechnology, food and beverage, telecommunications and financial services. I ampleased to represent the interests of companies ranging from multi-national corporationsto start-ups.


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LinkedIn AfterLinkedIn After Professional CredentialsProfessional Credentials

Adjunct Trademark Law Professor, George Mason School of Law (2007-present)

International Trademark Association; Member

Member of the D.C. Bar Association

Contributing Author for Trademark Infringement Remedies treatise published by theBureau of National Affairs 2008 Supplement, Chapter 5 "Permanent Injunctions"Contributing Author for Keyword Search Advertising: The Competing Interests ofConsumers and Trademark Owners , World Trademark Yearbook

Available for presentations on brand protection strategies, including:

Protecting Your Brand in Tough Economic Times Budget-Conscious Trademark and Copyright StepsYou Should Take Now

Maximizing the Value for your Brand and Ideas when Licensing to Marketers or Manufacturers

Preventing your Brands Dilution in the Web world of eBay, Facebook and Twitter

Considering importing or exporting? Registering and protecting your Ideas, from Canada to Europe,Asia, Latin America and beyond.


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Use a Blog Reader as Your PersonalUse a Blog Reader as Your PersonalClient/Prospect TrackerClient/Prospect Tracker

Blog readers can work as a page in your browserCompile the most relevant alerts, advice and business news in one pagethats always up to date

Event (speaking oppty) calendars can be read in blogs,e.g. GarysGuide.org for comprehensive NYC area tech events

Google and Yahoo accounts let you monitor custom searches every day inyour blog reader, e.g. any news about clients


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Summary: Practical StepsSummary: Practical Steps

Find a billables-generating topic you stay abreast of and publish insights

In position papers, emails, several online channels at once

Play a leadership role

Speak, or organize events

Allocate time to online presence and networking

E.g. 90 minutes a week on Friday afternoon plus 30 minutes a day

Get help inexpensively

Interns, Internet Research firms, Technology tutors

Find partner(s) that makes an initiative more fun and fruitful

Marketers, financial advisors, artists, etc.


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ININ--PERSON AND ONLINE BUSINESSPERSON AND ONLINE BUSINESSDEVELOPMENT FOR LAWYERSDEVELOPMENT FOR LAWYERS

SCOTT LICHTMANSCOTT LICHTMANVITAL ACCESS, ONLINE CONSULTINGVITAL ACCESS, ONLINE [email protected]@VITALACCESS.NET203203--321321--86418641


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