legal lunch and learn: linkedin and content marketing with jd supra, dechert llp, and peoplelinx

© 2013 PeopleLinx Inc.

Legal Lunch and Learn: Q&A on LinkedIn and Content Marketing

with JD Supra, Dechert LLP, and PeopleLinx

@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



»Social media impact overview

»Social media is mainstream in legal

»Content is the currency of the social web

»Q&A with the panelists

Agenda



Empowered Consumer

Today, your clients and prospects have access to more information than ever before about your:

» Firm

» Reputation

» Competitors

» People / Personal brand



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



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).



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).



» 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



» 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!


@PeopleLinx | #LunchWithAdrianWHAT YOUR CONTENT & NELSON MANDELA HAVE IN COMMON



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



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



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



Don’t Talk About the Law

» Talk about how changes in the

law affect the people you serve.



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



Engage more with customers

Strengthen online branding

Coordinate content dissemination

Drive warmer leads faster

About PeopleLinx

legal lunch and learn: linkedin and content marketing with jd supra, dechert llp, and peoplelinx

Marketing

social media use

lunchwithadrian nelson

social content business

serious social network

legal content

social web qa

outside counsel

content marketing