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Lethal Generosity – What happens when you leverage your firm’s brand on behalf of your clients? This panel helps us all understand the value of law firms leveraging the strength of their own online presence to shine a spotlight on others, specifically: on clients. We’ll explore the strategic thinking behind this approach, including a look at the power of “lethal generosity” (a phrase coined by tech analyst, Jeremiah Owyang, who once described how, when helping others online, you help yourself the most). Panelists will offer three different examples/case studies of how they are “generous” to others, with a look at the subsequent results, and a measure of the value for the firm/lawyers involved. Panelists to include: Courtney Cregan of Fenwick & West (tweeting client successes via @FenwickWest); Stefanie Knapp of Allen Matkins (whose firm has developed a program to work with its clients as a “marketing partner”).
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Lethal Generosity is the concept that the most generous members of any social media company are the most credible and influential and as such, they can devastate their competition in the marketplace.
In short, the company whose representative posts the most tips, links, advice, case studies, best practices that followers find useful will always [rise] to the top, not just in influence but also in search results. The more outbound links you post, the more inbound links you are likely to receive.- Shel Israel
Those companies that give away their industry insight and expertise on a consistent basis, and publish that information free and through multiple channels, can dominate their industry niche – including social media and communications in general.- Joe Pulizzi
Lethal Generosity…Is when a corporation applies its core competencies to advance social change in a way that contributes to business results and gives it a competitive advantage.- Kami Huyse, Zoetica
“On one day, the firm tweeted twice with links to articles about Flipboard, a start-up that makes a popular app for mobile devices. (“Very cool news for our client: Half a million @Flipboard magazines have been created in the last 2 weeks” read one.) In just a couple of tweets, Fenwick managed to convey several important messages: The firm is keeping an eye on what its client is up to, is helping to promote that business, and understands and uses the same technologies—mobile devices and social media—that its client is involved with. That seemed like a pretty smart use of Twitter.”
Who are our buyers?
In-house counsel Start-up founder/ CFO/ CEO
Follow me on Twitter at @_CREGS
Are you as excited about our business as we are?
Who are your other clients? Are you working with hot companies?
The CEO may be running social media himself or the community manager knows him/ her
Start-up Founders/ CEOs/ CFOs
Follow me on Twitter at @_CREGS
Co-founder of Sosh
Follow me on Twitter at @_CREGS
CEO of Good.Co
Follow me on Twitter at @_CREGS
Are you interested in our business? Are you using our products?
The community manager running social media may know the GC
If the company is well known, the congratulatory note is a subtle brag
General Counsel at Medium-Sized Companies
Follow me on Twitter at @_CREGS
Fortinet GC thanks Fenwick partners
Follow me on Twitter at @_CREGS
- Fortinet Director of Corporate Communications to General Counsel
- General Counsel to Fenwick partners
We’re just bragging
Fortune 500 Companies
Follow me on Twitter at @_CREGS
Your client’s Twitter handle is promoting a white paper, an event, feature in the press
Your client’s CEO is quoted in the media Your client wins an award
Great Opportunities
Follow me on Twitter at @_CREGS
Do Not Disclose List Negative press for your client
Never Tweet
Follow me on Twitter at @_CREGS
Work highlights: financings, acquisitions and especially initial public offerings
If the client’s Twitter handle hasn’t tweeted an article If the article is negative about another company
Additional Caution
Follow me on Twitter at @_CREGS
Here’s what it looks like
Follow me on Twitter at @_CREGS
Fenwick attorneys love it
Follow me on Twitter at @_CREGS
Charities need help telling and sharing their stories
Clients need help getting their message out too
Use third-party events to promote firm and clients
Case Study: View From the Top
Case Study: View From the Top
Case Study: View From the Top
Case Study: View From the Top
Case Study: View From the Top
Celebrate client successes & milestones on firm’s social media channels
Amplify client content; share their work with your readers
Q&A with client CEO or GC (text, audio, video)
Co-author legal analysis/commentary with client GC (or potential client!)
Profile client business in your branded publication (like MoFo Tech)
Guest author: give client leadership team a byline in the firm’s publications
At your next in-house event, invite clients to be speakers and panelists
Host an industry webinar with clients as speakers
Organize panel at industry conference. You moderate; your clients present.
Become a marketing partner
