social media: worth the time and...

Social Media:

Worth the Time and Effort?

Toni Minick

Senior Product Manager

Lexis Nexis

Ann Meyer

Technology Manager, Marketing &

Business Development

McDermott Will & Emery LLP

Michael Layman

Sr. Manager - Workplace Policy

Institute (WPI)

Littler Mendelson, P.C.

OUR PANEL

Use Social Media as a Listening Tool

Benefits

• Take in a lot of information in a short period of time

Benefits


• Learn important information about clients or prospects

Benefits



• Quickly promote other’s ideas or announcements

Benefits



• Quickly promote other’s ideas or announcements

• Connect with people that interest you

Spend only 10-15 minutes a day on social media

Start Small

• Follow top customers

Start Small


• Look for people you know

Start Small



• Follow people you like who blog or have written articles you like

Start Small



• Follow people you like who blog or have written articles you like

• Follow publications you like

Organize & Create Lists

Find a Tool You Like

• Twitter Native App

• TweetDeck



• TweetDeck

• Tweetbot



• TweetDeck

• Tweetbot

• Hootsuite

Toni’s Favorite Tool - Flipboard

Toni’s Tip

• Use Twitter’s Recommendations to find others to follow

Toni’s Tip


• Find a consistent time of the day to “listen”

Toni’s Tip


• Find a consistent time of the day to “listen”

• Diligently Unfollow

A LinkedIn Initiative @McDermott

• History of LinkedIn at McDermott

• Our Firm’s LinkedIn Partner Initiative Launch, Development and Tracking

• Creating a Presence on LinkedIn with Company Profile & Branded Groups

• McDermott Discovery – Seizing a LinkedIn Group Opportunity

• Successes

• Where We Are Today


History of LinkedIn @McDermott

• Firm had a LinkedIn Company Profile managed by Marketing

www.linkedin.com/company/mcdermott-will-&-emery

• Initial page created December 2008. Those following the Firm’s LinkedIn account including lawyers, staff, alumni and clients

• Firm newsletters and events appear as activities on the Firm’s LinkedIn profile to showcase thought-leadership on business legal issues and industry trends

• We had a small number of partners with a limited presence on LinkedIn and not proactively engaged

• LinkedIn Groups were created randomly and not managed nor branded

• Untapped value to attorneys, staff or Firm


Created Awareness to Firm Leaders

• CMO presents data and background to Co-Chairs and Executive Committee on benefits of LinkedIn, partners having profiles and actively using the network

• Firm Leadership sees value in the initiative to build and enhance the Firm’s marketing strategies and individual partner presence

• Firm Chairmen Kick-Off LinkedIn Initiative at Firm’s Partner Retreat (Spring 2013)

Created a Communications Strategy

Used Firm e-Mail Campaign System to share individual communications on training sessions, best practice materials and gathering profile data


• Hired a Social Media Consultant

Conducted training sessions for partners on importance of LinkedIn, the benefits to creating a profile and using the network

Hosted across U.S. and European offices (video and in-person)

Conducted training sessions for key Firm practice groups: McDermott Discovery

Hosted small partner coaching groups

• Leveraged Firm Tools to Track Metrics and Progress Throughout the Initiative

Utilized InterAction for tracking lawyer profile data

Analyzed data by practice and office

Shared information with office leaders and practice group/business development leaders to create some competitive spirit and drive more profiles


• Created a suite of resource materials for using LinkedIn, posted to the Firm’s intranet

Training video

Best practices

Guidelines


“McDermott Discovery” LinkedIn Group

• Focused on discovery and legal technology issues

• Resource to share news, article links, thought leadership

• Started in May 2013 and has grown to 196 followers

• Open for anyone to join and includes staff and lawyers from McDermott, other law firms, professionals from discovery vendors

• 100% McDermott Discovery participation

• Active management and contributions

• Cross-office and cross-practice connections

• Industry interaction and networking


Success Stories

• Lawyers have reconnected with old schoolmates and colleagues, opening up a dialogue and have gained business and referrals

• Lawyers have connected with others they’ve admired in the industry which then in turn has opened up new opportunities for speaking and writing engagements

• Partners have been surprised to find the path to an introduction to a new prospect can come easily just by connecting with associates


Where we are now

• 90% of our partners have profiles on LinkedIn, a 30% increase

• Shared LinkedIn training tools/resources with Firm associates and integrating profile link with online bios

• New hire onboarding now includes requesting LinkedIn data

• Launched a 4th LinkedIn Group focused on a specific practice

• Brought in HootSuite to help with updates to LinkedIn and Twitter

Added in Google+ and YouTube to our social media accounts

• Enhanced the activities/postings being made to the Firm’s Company Profile and created targeted social networking campaigns surrounding large events or sponsorships

We have seen a 61% increase in followers to our Firm’s LinkedIn Company Profile in the last 12 months

http://www.buzzfeed.com/gavon/social-media-explained-with-donuts

Content Driving Engagement

• Initial Launch: November 15, 2010 • Launch of Founders 2.0: February 21, 2013 • Free, online resource to help entrepreneurs navigate many of the legal

and organizational challenges (boxed subtopics) • Site includes self-service tools for generating basic company legal

documents

Founder’s Workbench

Document Driver—Free Legal Documents

Capital Calculator—Free Answer

Founder’s Workbench Blog

YouTube

Deal Dictionary

CONTENT

Twitter

CHANNELS

Email Subscription

Posts

Facebook

• Legal service as engagement / “wow” factor • Mobile app vs. mobile website • Top-level buy-in • Content challenges

Lessons

• The more people who are using social media correctly for your company, the greater the benefits

• Direct benefits through retweets / reshares of content

• Indirect benefits through reputation, conversations

Leveraging Network Effect

Twitter Lists & Daily Publishing

• Twitter lists organize groups of accounts • Automated assembly of links from proven accounts

Twitter View of a list

We’ll now open it up for questions

Questions

Thank You