January

302009

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lexBlog

TM

Building Blogs for Lawyers

Taking Full Advantage of the Blogosphere to Build

your Firm Profile

Canadian Institutes 2nd Annual Forum on Law Firm Management

Toronto

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lexBlog

TM

Building Blogs for Lawyers

• Risks of no action• 6 Steps to effective blogging• Quantifiable results of blogging• Entry into social media

What we’ll cover

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TM

Building Blogs for Lawyers

Risk of no action

• Appear to lack innovation• Competition gains edge• Absence from thought leader’s

discussion• How do conduct effective PR?• Lose innovative lawyers

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lexBlog

TM

Building Blogs for Lawyers

Step one: Understand what blogging is

• Discussion among thought leaders• Marketing is a conversation• Not web publishing• Goal is not to bring world to you

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lexBlog

TM

Building Blogs for Lawyers

Two: Indentify your goals

• Be careful what wish for• What legal work & for who?• Niche

• Area of law• Geography

• What defines success

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TM

Building Blogs for Lawyers

Three: Find conversation

• Look for thought leaders in niche• Look by source

• A-list blogs• A-list news sites & publications

• Look by subject

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lexBlog

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Building Blogs for Lawyers

• RSS• New way of getting news• Lifeblood of net dialogue

• Use Google reader• Adjust antenna as go on

Four : Listen to conversation

lexBlog Google Reader

Subscribe to blog’s posts

lexBlog

TM

lexBlog

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Subscribe to News Website

By Subject: Google Blog Search

lexBlog

TM

Google Blog Search

lexBlog

TM

Subscribe to Google Blog Search Result

lexBlog

TM

Subscribe to Blog Search Results

lexBlog

TM

Google News

lexBlog

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Google News

lexBlog

TM

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TM

Building Blogs for Lawyers

Five : Engage in conversation

• Don’t shout alerts from bullhorn• Reference others• Rotary meeting• Dinner conversation in tone

lexBlog Referencing content from RSS

feeds

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lexBlog

TM

Building Blogs for Lawyers

Six: Be proactive

• Clients/prospective clients• Media want to be quoted in• Conferences wish to presenting• Business associations• Network with individuals

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lexBlog

TM

Building Blogs for Lawyers

Results of effective blogging

• Viewed as thought leader• Great Google search results

• Long tail• On you

• Reporters calling• Conference coordinators calling• Client retention / new clients

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TM

Building Blogs for Lawyers

Blogging : Entry into social media

• What is social media• Blog is home base• You will spread the word• Community members will spread word

lexBlog References = word of mouth =

trusted authority

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lexBlog

TM

Building Blogs for Lawyers

• Real Lawyers Have Blogs (kevin.lexblog.com)• Blog posts• Marketing blog resource section

• LinkedIn Legal Blogging Group• LinkedIn > Groups > Search groups

Blogging resources

Thanks & for more info or questions:Kevin O’KeefeCEO, LexBlog, Inc.Seattle, WAkevin@lexblog.com206 340 8204

lexBlog

TM

Building Blogs for Lawyers