Legal Tech 2009 Social Media Presentation

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

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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

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% 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


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


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

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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


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)


Be sure to watch http://www.NetworksforCounsel.com for survey report and discussions during summer.

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Mark BeeseLeadership for Lawyers

Social Media A Marketing Guy’s Perspective

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Who you are

What is important

to your clients

How you want to be perceived

BRANDING


Branding takes…

• Multiple Channels• Consistent Message• Time

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Personal Brands

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Branding 1.0

• Advertising• Earned Media (PR)• Speaking & Writing• Rankings & Recognition• Networks: Receptions, Chamber, Bar

Associations, etc…

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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)

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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”)

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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’

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Social Media for Personal Branding

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• 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


Blogs• 41% of Amlaw

200 are blogging• 110% increase

over past 12 months

• 82 firms have 227 blogs

• Source: Lexblog.com

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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

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Facebook

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• 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


Twitter

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• 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


David M. Gottlieb, Esq.Baker, Sanders, Barshay, Grossman, Fass, Muhlstock & Neuwirth

(Long name. I know. Not my fault)

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(Long name. I know. Not my fault)


LESSONS I’VE LEARNED

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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

...


WHERE YOU CAN FIND ME

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[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.


Lessons from the Trenches:What lawyers should know

when engaging in social media

John Lipsey, Vice President, Corporate Counsel Services,

www.martindale.com/connected


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


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.


Online Reputations Impacted Whether or Not Lawyers Actively Engage


Larger Networks & More Activity Mean Greater Exposure Where Decisions are Being Made


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

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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.


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


Closing Remarks

Vanessa DiMauroCEO, Leader Networks

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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.


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


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


Thank you!

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Legal Tech 2009 Social Media Presentation

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Transcript of Legal Tech 2009 Social Media Presentation