1. D.C. Bar Association Thought Leadership I: Using Web2.0 to Show Expertise May 21, 2009

2. Agenda Thought Leadership 101 Web 2.0 Why bother? Landscape Basic Rules Basic Tools Special Legal Considerations Introduce Presenters

3. What Thought Leadership IS A strategic decision about your firms market position in 2-5 years Positioning your staffs expertise to achieve those goals

4. What Thought Leadership ISNT Legal jargon-filled press releases (as one example)

5. Thought Leadership Planning READY AIM FIRE

6. READY Pick area of focus that: Supports strategic thrust Leverages firm core competencies Has market space to establish leadership Conduct research to substantiate viability ie: what are investment banks, large consulting firms doing; what are other law firms doing and how large are their marketing staffs comparatively?

7. AIM: Planning Goal Where currently positioned? Growth potential in 2, 5, 10 years? Benefit What are core differentiators? Strategy Tactics (tools) Establish case with white papers/legal journal articles Consider seminars and webinars invite current clients to participate Well be talking today about Web 2.0 and on June 11th about traditional media Resources partner time, staff commitment, hard costs Success Measures

8. FIRE Implement plan Establish and monitor success measures Make necessary course corrections

9. Web 2.0: Why Bother?

10. Everyones Doing It According to the Networks for Counsel (2008) study by Leader Networks and LexisNexis Approximately 50% of counsel belong to a social network such as LinkedIn or Facebook (as of April 2008) Corporate Counsel are over 3x more likely to use their network for professional reasons Counsel prefer a private online network for just attorneys Martindale-Hubbell Connected is the online network attorneys favor most And they believe it helps them work Access to information I cant get anyplace else 46% Easier exchange of information 45% More quickly find and evaluate the right legal partners 29% 10

11. The Social Media Landscape

12. Primary Professional Networking Activities for Lawyers Utilizing Online Legal Business Tools Referral management Integrated search Client ratings 12

13. Maintaining a Positive Online Reputation Career Builder did a study (Sept. 2008) on how employers and hiring managers use social media to vet candidates. Top factors that influenced their hiring decision included: 48% - candidates background supported their qualifications 43% - candidate had great communication skills 40% - candidate was a good fit for the companys culture 36% - candidates site conveyed a professional image 31% - candidate had great references posted about them by others 30% - candidate showed a wide range of interests 29% - candidate received awards and accolades 24% - candidates profile was creative Keep your digital persona professional and appropriate. Clean up any digital dirt on personal sites. 13

14. Listening: Reputation Management Discover your online identity Research yourself, your firm or company and your area of practice http://www.google.com/alerts Fix or edit any incorrect information about you or your firm. If you find yourself quoted, mentioned or commented about on a blog or article, use comments area to respond right away Activity + Credibility = Visibility 14

15. Listening: Monitoring the Online Channels Find blogs that you want to read regularly and follow those blogs Visit them regularly (manually) or Use a web browser to follow that RSS feed or Subscribe by email Follow bloggers & journalists through RSS Connect to peers and thought leaders via the Twitter follow feature Search SlideShare, YouTube, key social networks and join groups of like-minded professionals 15

16. BASIC RULES Its a conversation Authentic and personal You dont control the medium and thats a good thing You get by giving starting a conversation topic, commenting on someone elses blog, etc Use your dinner party manners

17. BASIC TOOLS (these and your own website/blog) Blogs and Reputation Community Social Networks Online News Aggregators 17

18. Existing social media sites strengths and weaknesses Twitter immediate, breaking news, cool kids club LinkedIn very professional Facebook quirkier, more personal Legal Communities JD Supra Legal On Ramp Martindale Hubble Connected (www.martindale.com /connected) Communities where potential clients congregate Example: Sermo (physicians)

19. Best Practice Social Networks for Lawyers 19

20. An Effective Social Media Profile (NOT written by your assistant) She is reachable and accessible Effective photo and contact information Expertise and area of practice is clear and well defined Credible authority established Bio is first person She has spoken on 6 continents about the rule of law, women in the law, and the future of the law. Links to others = well connected Interests give personal feeling Activity and frequency of use establishes commitment 20

21. The Network Effect I have a real Professional networking estate success matter in Seattle. means making connections Who can do And using them well the work? Who do I know that can serve as a referral? 21

22. Using Groups to Segment Your Audience Groups are a great way to segment the growing audience of professional network users Connect with other around a common professional interest Narrow peer groups into smaller, more focused clusters and allows for more substantial professional conversation Enables deep dives into subject matter with others who understand the nuances, language and issues of a specific topic Joining a group is a more intimate experience than joining a network Introduce yourself to the group and offer brief background Participate frequently and offer ideas, questions and insights Above all, be helpful and pro-active to maximize value for all 22

23. SPECIAL TIPS FOR LAWYERS - 1 Law firm social web policy Appropriate business behavior guidelines Respectful and polite Employers time vs my time

24. SPECIAL TIPS FOR LAWYERS - 2 Professional legal ethics Commercial speech is subject to advertising rules Copyright and fair use laws Avoid use of proprietary and confidential information Dont make misleading statements

25. SPECIAL TIPS FOR LAWYERS - 3 Legal liabilities Admissions Trade libel/trade secrets Disclosure of non-public information Patentable information Securities fraud Information that could undermine firm or client position w competitors

26. 8 Minute Social Media Game Plan 5 min scanning RSS feeds and blogs 10 seconds check Google alerts (respond if need be) 3 minutes Tweet links to key articles; ideal #Tweets/day=4 5 minutes log onto professional network of choice - connect to 1-3 people every few visits -write personal e-mail to 1-2 connections -scan for a or blogs/brief comments or post message 5 minutes or less daily respond to comments on your blog posts 1-2/month write or co-write blog entry - Tweet link to blog post - Post blog on network profile -RSS feed sends blog entry to all subscribers 26

27. Todays Guests Scott Oswald, Employment Law Group Website best practices/SEO/Using technology during trial Lyle Denniston, SCOTUS Blog SCOTUS editorial emphasis Shaun Dakin, Executive Director, Citizens for Civil Discourse Using Twitter and Facebook/other social media Ryan Ozimek, PicNet Search engine optimizing legal briefs and websites to dominate searches; Integrating and centralizing social media tools Stan Magniant, Linkfluence Measuring social media.

28. Thank You! Turner Strategies 1001 Connecticut Ave. NW Suite 710 Washington, DC 20036 202-466-9633 CREDITS: Legal Marketing Association; Lexis/Nexis