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It's the message in the medium. Practical tips for lawyers looking to use the social web. Tips on tools, attitudes, privacy and what's the next big thing.
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The Message and the Medium | Update on Social Media and Networking for Law Firms
Presented by Jayne Navarre
New ways for old things
NetworkingCocktail party Twitter
Country Club Facebook
Chamber of Commerce LinkedIn
Alumni Groups Facebook
Conferences Linkedin/Twtitter
Bar Association Martindale Connected
Trade groups AM X Open Network
MediaPublic Relations Google search
Newspapers RSS Feeds
Magazines Interactive articles
OP Ed Blogs
Document management Cloud computing
Encyclopedia Wikis
Article database JD Supra
| developing new business
Mid-west lawyer calls NJ lawyer; sends 10K retainer to defend a case “Googled” plaintiff’s name –
article found on JDSupra written by NJ lawyer who previously defended against same plaintiff
Can lawyers find new business via the social web?
West-coast lawyer retained by Fortune 100 client without RFP
GC was regular reader of lawyer’s blog – like “getting to hear the lawyer think out loud”
Tech savvy law firm creates blogs around precise search terms clients use to find Internet law services
receives numerous calls every day, on average converting one new client per day
You are no longer standing in the back of the room. You’re on the stage and you’re holding the microphone.
KEY: add value to all communications be ready with stories dig up answers promote others find good people to introduce to others two way conversations social media is a little bit about you and A LOT about everyone
else
| web 2.0 Web 1.0 | static information | passive involvement
Web 2.0 | dynamic information | active involvement
| your online presence
placement
content
conversation
claim your name
create your profile
use keywords
align with others
create content
have conversation
give it time to work
monitor
ingredients
tools computer/Internet connection
networking sites, applications
blog software, video and audio devices, cameras
directions
| reserve your name knowem.com - check
usernames on 400+ social networks and domains.
ud.com – simple site for domain name, social media user names and trademark availability
namechecklist.com – gauge popularity of social handles, domain names, and search engine penetration
tm.biz – good for simple monitoring to protect TM’s searching 500 social sites. (free and paid subscriptions)
claim.io. - $129 registers your name for 300 sites
| angry impostors
http://www.hklaw.com
impostor
official site
| your profile
| your profile is a billboard give it a GREAT title
a GREAT image a KEYWORD rich summary
| your titleTell something about THE PROBLEMS YOU SOLVE…beyond your job title.Tell something about THE PROBLEMS YOU SOLVE…beyond your job title.
“High-touch Legal Services for Startup and Early-stage Companies.”“High-touch Legal Services for Startup and Early-stage Companies.”
“Experienced Trial Lawyer in Business Disputes andProduct Liability, Partner, Bowman and Brooke, Phoenix Arizona.”“Experienced Trial Lawyer in Business Disputes andProduct Liability, Partner, Bowman and Brooke, Phoenix Arizona.”
John Doe, Attorney, Smith & Jones PC John Doe, Attorney, Smith & Jones PC
title | keywords make a difference
| title + avatar = billboard
Jon Smith, Proactive Legal Counsel to Entrepreneurs and Mid-Market Corporations, Protecting Intellectual Property, Trademarks, Patents, ABC Law, Any town, U.S.
Jane Doe, Associate General Counsel, ABC Corporate Law Department, managing new ventures and acquisitions
Founded in 1901, 800 lawyers and broad client base...
We solve legal problems for the business challenges companies, from Fortune 100 to privately held regional entities, face each day in a transitioning global environment. ABC Law has the depth and breadth to handle complex mergers and acquisitions, contract disputes, real estate deals, employment issues and more.
| your summary What problems do you solve?
What do you do best that others may want to know about?
What type of work do you WANT to do more of?
Tell your story!I develop close working relationships with clients based on positive attitude and rock solid dependability so I can deliver High-touch Legal Services®.
I develop close working relationships with clients based on positive attitude and rock solid dependability so I can deliver High-touch Legal Services®.
Commercial law focusing on trademark, copyright and litigation. I try cases and I write the LIKELIHOOD OF CONFUSION blog.
Commercial law focusing on trademark, copyright and litigation. I try cases and I write the LIKELIHOOD OF CONFUSION blog.
mom, tax lawyer, coffee drinker, manic blogger, iPod addict – not a sleeper
mom, tax lawyer, coffee drinker, manic blogger, iPod addict – not a sleeper
| your persona
Business voices Proper grammar Add value Project confidence
Avoid inflammatory statements and conversations Squelch your urge to blurt
out loud opinion Don’t speak about the
judiciary, your competition or your clients!
Tread lightly re: politics, religion or other touchy subjects
Casual voices
Be personable, but always guarded
Add humor carefully
Light hand on self-promotion
Be authentic
Keep personal things private
People DO cross check your networking activity!
| your placement
For each tool, site or service, consider these questions: what do I want to do?
what is the primary activity? what drives the conversation? can this tool serve my goals?
who is my target audience? are they here? who are the key influencers? what is the scale and reach?
how much time and effort is needed to maintain my presence on this site?
placement | LinkedIn
What did you do on LinkedIn today? identified company
executives checked in on discussions added connections answered a question about
getting a job applied to positions met new people linked my Outlook with Social
Connected searched for people to hire read posts
placement | your activity
publishing
networking
promotion
publishing
Blogs
Articles
Whitepapers
e-books
networking
peer to peer
special interest
open business
private networks
promotion
cross platform posting
bookmarking
buzz
publishing | written content law blogs on site blogs, forums whitepapers articles
Blogs + search + A++
whitepapersarticles
publishing | multi-media
PowerPoint SlideShare.net
screen sharing screenr.com jing.com
YouTube videos
be a podcaster
promote | cross postdistribution options | greater reach
networking | communities
listen
observe the culture
observe interactions
learn how influence is expressed
respect the community vernacular
get to know members, stakeholders and norms
networking | opportunities
think CONVERSATION not SELF PROMOTION
social media is a little bit about you, and A LOT about everyone else
comment on others’ blogs
comment on news stories
link to others’ content
focus group tactic
ask questions
be genuinely interested
despite the keyboard, be human
conversations conversations self-promotion self-promotion
networking | use groups
LinkedIn Facebook Martindale Connected
WHY?| is social media important? more people reach for search search results become…
your online footprint, your new media bio
social searchsocial search
web searchweb search
firm bio
new media bio
monitor | Google alerts [all the web] Yahoo! alerts [all the web]
you
your law firm
clients
competitors
brands
executives
cases
topics
topic alerttopic alert
monitor | socialmention.com [social media activity] monitorthis.com [social media activity]
WHY? angry impostor?
death threat?
monitor | reputation defender
paid monitoring and repair reputationdefender.com
Wild West 2.0: How to Protect and Restore Your Reputation on the Untamed Social Frontier
opportunity | monitor others
clients
competitors
brands
executives
cases
learn by listening
| get organized
pace yourself
set up a listening tab track Twitter #searches interact with social networks read rss feeds news items for sharing and
discussion
set up a cloud tab To do list Gmail Evernote Maps Calendar Docs Bookmarks
# [hashtag] searches
LinkedIn Network Updates
Google Reader RSS
TwitterGadget
FriendFeed
EvernoteTo do Mail
Calendar
guard | personal data
GUARD birth date signature
email address
Friends Only
Friends of Friends
| privacy
ONLY FRIENDS
FRIENDS OF FRIENDS
EVERYONE
share carefully
privacy doesn’t exist!
photos of you and your associates
| applications applications share a lot of
information about you and who you associate with
recommend stories to social networks = sharing data
logging into newspapers and magazines using a social network
| your privacy privacy settings do not
guarantee privacy only degrees
your permanent record
level of privacy is a matter of qualification:
• if I post this, to what extent do I want it to be visible
• if I post this how far do I want it to travel
the deep web | third party data
123people.com
spokeo.com indexes third party data
future | what’s ahead more information, interaction, integration
#conferences
debates
books!
interviews
22tweets.com
Create transcripts at www.wthashtag.com
future | life-streaming
life-streaming time management aggregation
cutting through the clutter and noise
Social CRM
openid.com
future | expansion
social networks expand Google becomes a social
network Facebook becomes a search
engine
devices get smaller, more connected and convenient
with one device we can read a book, a newspaper and our favorite blogs
iPad for business apps
Build your database with registrations
Repurpose content on Websites and blogs
Joint host with other professionals/guest speakers
Create a You Tube or Vimeo channel
Add to LinkedIn Profile
Add to Facebook Fan Page
Share on Twitter or Flickr
Podcast syndication
Educational Seminars
Virtual Panels
Online meetings
Responses to proposals
Live document sharing
White boarding strategy
Interoffice meetings
On demand listening:
Podcasts
Lead generation
Convenience for clients, members, colleagues
Improve search optimization
Exposure to new audiences
Eliminate travel
future | Multi-media
• law firm applications | clients benefit
future | Mobile
user behavior and portable information = a Web of data
future | semantic web
thank [email protected]/in/jaynenavarretwitter.com/jaynenavarrewww.virtualmarketingofficer.comwww.lawgravity.com
