Post on 21-Jan-2015
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© 2013 PeopleLinx Inc.
Legal Lunch and Learn: Q&A on LinkedIn and Content Marketing
with JD Supra, Dechert LLP, and PeopleLinx
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Introductions
Patrick Baynes
Co-Founder, PeopleLinx
Formerly of LinkedIn Corp.
Peggy Heffner
PR & Social Media Manager
Dechert LLP@PeggyHeffner
@AdrianLurssen
@PatrickBaynes
Adrian Lurssen
Co-Founder, JD Supra
VP, Strategic Relationships
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
»Social media impact overview
»Social media is mainstream in legal
»Content is the currency of the social web
»Q&A with the panelists
Agenda
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Empowered Consumer
Today, your clients and prospects have access to more information than ever before about your:
» Firm
» Reputation
» Competitors
» People / Personal brand
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Empowered Brand
Today, you have access to more information about your clients than ever before:
» Where they’ve worked
» How long they’ve been there
» Where they went to school
» What they are interested in
» How you are connected
» Real time professional updates
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Lawyers: Social Media Use Now Mainstream
» In-house counsel using social media has increased from 57% in 2010 to 73% in 2013
» Invisible users: 74% of in-house counsel using social media consume content but do not engage
» LinkedIn: “the serious social network for lawyers”
• 40% of survey respondents had logged in during the past 24 hours, and additional 27% had logged in during the past week
• 60% of those using LinkedIn for professional reasons use it to connect with outside counsel with whom they work
Statistics courtesy of 2013 In-House Counsel New Media Engagement Survey (Greentarget, Inside Counsel, Zeughauser Group, February 2013).
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Lawyers: Social Media Use Now Mainstream
» Law firm blogs: preferred, influential news sources
• In-house counsel read attorney-authored blogs (55 percent) as frequently as they read blogs authored by professional journalists (54 percent)
• 53 percent envision a future in which a well-executed blog will influence hiring decisions
» Marketing and Business Development Implications
• Use LinkedIn strategically to connect and engage with clients and prospects
• Optimize blogging strategy to produce serious, substantive blogs
• Create compelling content to reach “invisible users” and demonstrate expertise
Statistics courtesy of 2013 In-House Counsel New Media Engagement Survey (Greentarget, Inside Counsel, Zeughauser Group, February 2013).
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
» Lawyers should follow ABA Guidelines for Professional Conduct
» Protect client and firm confidences
» Be careful not to inadvertently create attorney-client relationships
• Do not provide legal advice
• Do not respond to a specific set of facts
» Be mindful of conflicts
• Disconnect from individuals and/or entities that
become adverse to a party you represent in a dispute
» Do not solicit
» Follow your firm’s social media policy
» LinkedIn: Understand recommendations, Skills and Expertise/Endorsements
Avoiding Online Pitfalls
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
» Ready: Update your LinkedIn profile so that it is a robust and up-to- date reflection of your current practice as well as your firm’s brand
» Set: Develop a strong network by identifying and connecting with decision-makers in targeted roles, industries
» Engage: Regularly share meaningful content that your network will find valuable
• “What are the issues that are keeping your clients up at night?”
Ready, Set, Engage!
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrianWHAT YOUR CONTENT & NELSON MANDELA HAVE IN COMMON
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Conversation between others
Goal: become the subject of other people’s conversations
Market intelligence:listen, learn, utilize
Connect with peers & others
Your own networking
Sharing & discussionbetween
others
“Engagement” Means More Than You Think
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Goal: become the subject of other people’s conversations:
Social sharing by• Executives• Referrals• Media members• Brands• Other lawyers
New Media• Associations• Corporations• Government• Aggregators• Blogs
Mainstream Media
Connect with clients & others
Your own networking
Sharing & discussion
betweenothers
Everyone Is In the “Social Content” Business. Not Everyone Has Something to Say
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Titles Tell Busy People Why to Read Now
» The America Invents Act
» Important Patent Law Changes
» Top Ten Reasons to File Your Patent Applications
Before March 16, 2013
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Don’t Talk About the Law
» Talk about how changes in the
law affect the people you serve.
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Summary, Discussion, and Questions?
Patrick Baynes
Co-Founder, PeopleLinx
Formerly of LinkedIn Corp.
Peggy Heffner
PR & Social Media Manager
Dechert LLP@PeggyHeffner
@AdrianLurssen
@PatrickBaynes
Adrian Lurssen
Co-Founder, JD Supra
VP, Strategic Relationships
© 2013 PeopleLinx Inc.
@PeopleLinx | #LunchWithAdrian
Engage more with customers
Strengthen online branding
Coordinate content dissemination
Drive warmer leads faster
About PeopleLinx