bob ambrogi avvo 2010
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Robert Ambrogi, Esq. Keynote Speaker at the Avvocating ConferenceTRANSCRIPT
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Empowerment and Social MediaAvvocatingJan. 21, 2010
Robert J. Ambrogi
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Robert J. Ambrogi Esq. ambrogimedia.com
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The Internet provides the power…
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… you need to plug it in.
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The social media
landscape
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More and more consumers use
social media
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Survey of active Internet users worldwide:
• 73% read blogs.
• 57% join social networks.
• 83% watch video online.
• 39% subscribe to RSS feeds.
• 36% think more positively about companies that have blogs.
Survey: Universal McCann Wave 3, March 2008
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2008: 35%
2006: 16%
2005: 8%
Survey: Pew/Internet, January 2009
Adult Internet users who use a social network site
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Survey: Pew/Internet, Fall 2009
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Younger adults more likely to use social networking.
• 75% of online adults 18-24.
• 57% of online adults 25-34.
• 30% of online adults 35-44.
• 19% of online adults 45 to 54.
• 10% of online adults 55 to 64.
• 7% of online adults 65 and older.
Survey: Pew/Internet, January 2009
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Median age of users:
• LinkedIn: 39.
• Facebook: 33.
• Twitter: 31.
• MySpace: 26.
Survey: Pew/Internet, Fall 2009
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More and more lawyers use social media
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Survey: ABA Legal Technology Survey Report
4%Firms that
have joined a social network
15%Lawyers who have joined a social network
12%Firms that have joined a social
network
43%Lawyers who have joined a social network
2008 2009
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Survey: Leader/LexisNexis, August 2009
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Survey: Leader/LexisNexis, August 2009
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Survey: Leader/LexisNexis, August 2009
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Survey: Leader/LexisNexis, August 2009
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Martindale-Hubbell Connected:
• March 2009: 3,000 members
• November 2009: 22,000 members
Legal OnRamp:
• Total members: 10,500
• In-house members: 5,300
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Social media empowers consumers
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“Markets are conversations…
“These conversations are most often about value: the value of products and of the businesses that sell them.”
- The Cluetrain Manifesto
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Consumers Most Trust Real Friends and Virtual Strangers
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• 82% percent of small business owners use review and ratings sites for a various reasons, including legal needs.
• 49% of consumers use review and ratings Web sites for the same reasons.
• More than half of small business owners agree that ratings sites give customers more control over the quality of goods and services.
• More than half of small business owners agree that review and rating sites mean businesses are held to higher standards.
Source: LexisNexis, October 2009
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Social media empowers
lawyers
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1.2 million
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Consumers want to know:
• Who can do what I need done?
• Who can I trust to do it well?
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Marketing boils down to:
• Making yourself stand out as a choice.
• Establishing confidence in yourself as the choice.
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Old ways not very good at either.
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Early Web not much better.
• No good search
• Limited audience.
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Fast forward to today.
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Survey: Leader/LexisNexis, 2008, 2009
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Lawyers ConsumersTrust
The nexus of lawyers online and consumers online
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Social media are a set of tools for building and
strengthening your network of trusted relationships.
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Conversation
Community
Commenting
Collaboration
Contribution
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tips for putting the power to work
10
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1. Ramp up your visibility.
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Blog
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Blogs = Social
Web sites = Wallflowers
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2. Distinguish your ability.
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3. Engage in the conversation.
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19% of online adults
use Twitter.
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4. Make yourself ubiquitous.
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5. Fish where the fish are.
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• 300 million-plus active users.
• 4th most trafficked Web site.
• More than half post-college
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6. Nurture your networks.
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Firm Name Members Type
Skadden, Arps 839 Alumni
Heller Ehrman 323 Alumni
White & Case 281 Alumni
Baker & McKenzie 278 Employee & Alumni
Orrick, Herrington 183 Employee & Alumni
Troutman Sanders 159 Alumni
Fish & Richardson 88 Alumni
Womble Carlyle 61 Current Employees
Dewey Ballantine 53 Alumni
Morgan, Lewis 52 Alumni
Cooley Godward 51 Alumni
Venable 51 Alumni
Cadwalader 45 Alumni
Pillsbury Winthrop 45 Alumni
Cleary Gottlieb 40 Alumni
Goodwin Procter 40 Employee & Alumni
Duane Morris 31 Alumni
Holland & Knight 21 IP Attorneys
Firm Name Members Type
Stroock & Stroock 17 Employee & Alumni
Mayer Brown 15 Derivatives Lawyers
Bryan Cave 10 Alumni
Jones Day 10 Washington Alumni
Hunton & Williams 9 Alumni
Sonnenschein 9 Alumni
Drinker Biddle 8 Alumni
McDermott Will 5 Current Employees
Sullivan & Cromwell 4 Employee & Alumni
Davis Polk & Wardwell 3 Alumni
Baker Botts 2 Current Employees
Baker & Hostetler 1 Current Employees
Gibson, Dunn 1 Alumni
Kirkland & Ellis 1 Current Employees
K&L Gates 1 Current Employees
Seyfarth Shaw 1 Alumni
Steptoe & Johnson 1 Paralegals
Survey: Large Firms with LinkedIn Groups, October 2008
Source: 3 Geeks and a Law Blog
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7. Know your audience.
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8. Share knowledge generously.
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Would you consider hiring a lawyer who provided an answer to your question?
• 21%: Yes.
• 47%: Maybe, it’s just one factor in deciding.
• 15%: No, I’m not happy with the answer provided.
• 17%: No, I don’t need to hire a lawyer.
Source: Avvo, December 2009
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9. Be transparent.
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10. Embrace ratings.
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• Ratings tiered by relation.• Lawyer ratings will include
price comparisons. • Better metrics to ‘rate’
lawyers.• Search tools will better
rank influencers.
What’s ahead?
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Seize the power!