Top 5 things every practice should know about social media. This presentation was delivered at Legal Tech West Coast Conference June 25, 2009. It contains results from the Networks For Counsel 2009 Study, blogging best practice and lessons learned from using social media to advance the business and practice of law.

1. JUNE 24 - 25, 2009 | LOS ANGELES CONVENTION CENTER
5 Things Every Practice Should
Know About Web 2.0
Vanessa DiMauro, Leader Networks
@vdimauro
Mark Beese, Leadership for Lawyers
@mbeese
David Gotlieb, No Fault Paradise
@nofaultparadise
John Lipsey, LexisNexis Martindale-Hubbell
@MHConnected

2. Goals For This Session
• Understand the state of the state of social media for Counsel
• Explore strategy and methods for using social media: personal
branding, market & business development
• Professional experiences and lessons learned from the blogosphere
and Twitter
• What Lawyers should know when engaging in social media
• Answer questions and engage in dialogue about social media best
practice
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3. Networks for Counsel 2009 study
Early Findings
What we examined
• Current use of social media
• Online preferences and ratings
• Perspectives on Social Networking
• Future impact of technology on legal practice
Who we surveyed
• 1474 Counsel – 764 Outside Counsel and 710 Corporate Counsel
in May and June of 2009.
• Internationally, 33 countries were represented.
• Company size ranged from less than 10 to greater than 10,000 staff.
• Age was well distributed with the greatest proportion in the 26-45 range.
• Most respondents were either the decision makers or influenced the
decision maker.
• The Networks for Counsel 2009 study was conducted by Leader Networks
and sponsored by LexisNexis Martindale-Hubbell
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4. Counsel’s Use of Online Networking is Increasing
 Both Corporate and Outside Counsel are significantly more likely to report being a
member of an online social network this year as compared to last
 Approximately three quarters of counsel now report being a member of a social
network
 63% percent also report a desire to join a professional network specifically for
counsel
% Yes
2009 2008 2009 2008
N
CC: 710 Question: Are you a member of an online social network such as LinkedIn, Plaxo, Facebook, Xing or
OC: 764 MySpace?
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5. Lawyers Use a Variety of Social Media
 Reading and adding comments to articles or blogs, listening to podcasts, and
membership in public social networks also common
 Social bookmarking, microblogging, and online collaboration are less commonly
reported among this group
% Engage In
N
CC: 710
OC: 764 Question: What type of social media activities do you engage in professionally? Select all that apply
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6. Counsel Are Seeking More From Their Legal
Networks Today Than They Were a Year Ago
 The importance that counsel place on most features has increased in the past year
 This is true for both Corporate and Outside Counsel
Corporate Counsel Outside Counsel
N
CC: 710 Question: How important are each of the following attributes in your decision to join a professional legal network? 1=
OC: 764 Not at all important, 7= Extremely important
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LEGALTECH® WEST COAST| JUNE 24 - 25, 2009

7. Many Counsel Believe that Online Networks Will Change
The Practice & Business of Law In The Next Five Years
 About 1 in 5 Corporate and 1 in 4 Outside Counsel feel that there is a
high likelihood this will happen
 There has been an increase this year in the number of OC who feel this is
a high likelihood event (26% vs. 18% in 2008)
N
CC: 710 Question: Do you think online networks (i.e. social media) will change the practice and business of law in the next five
OC: 764 years? From 1 = Not at all likely to 7 = Extremely likely.
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8. Be sure to watch
http://www.NetworksforCounsel.com for
survey report and discussions during
summer.
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9. Mark Beese
Leadership for Lawyers
Social Media
A Marketing Guy’s Perspective
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10. BRANDING
Who you are
What is
How you
important
want to be
to your
perceived
clients
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11. Branding takes…
• Multiple Channels
• Consistent Message
• Time
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12. Personal Brands
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13. Branding 1.0
• Advertising
• Earned Media (PR)
• Speaking & Writing
• Rankings & Recognition
• Networks: Receptions, Chamber, Bar
Associations, etc…
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14. Branding 2.0
Social Media
• Promise of the Internet – Interactivity
• Broadcast U – Blogs
• Connect – Facebook, LinkedIn, Twitter
• 43% of internet users use social
networking (source: Conference Board)
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15. How people buy legal services
• Choose lawyer, not firm
• With low differentiation, people buy on emotion
• Trust = Credibility + Reliability + Intimacy
Self-Orientation
T – Trust (Relationship)
C – Credibility (Expert)
R – Reliability (Client Service – doing what you say you will do)
I – Intimacy (Knowing Client)
S – Self Orientation (It’s all about you vs. them.
Opposite of “other-orientation”)
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16. Why do marketers care about
Social Media?
• Platform for consistent message
• Multiple channels, highly targeted
• Builds message over time
• Builds/establishes credibility
• Leads to intimacy
• Opportunity to show ‘other-orientation’
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17. Social Media for
Personal Branding
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18. • online resume bank
• 40 million in network
• connect with 3 degrees*
Best Practices
• Numbers count – build network
• Complete profile – message
• Recommendations – credibility
• Show personal interests
• Join and create GROUPS
• Participate in conversation
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19. Blogs
• 41% of Amlaw
200 are blogging
• 110% increase
over past 12
months
• 82 firms have 227
blogs
• Source: Lexblog.com
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20. Blogs
• Google loves blogs
• Team blogging spreads the work
• Leverage blogs using rss, email subscription
• Take a stand, but be prepared
• Narrow and targeted is better
• Track traffic to understand audience
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21. Facebook
• What’s on your mind?
• The Wall – 24/7 news feed.
• Profile – be yourself, but be careful
• Fan & Group Pages = Community
• Post notes, links, articles, video, audio,
pictures, etc…
 Message, Credibility and Intimacy
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22. Twitter
• What are you doing (in 140 characters)?
• Content still rules – articles, insights, blog posts
• Follow, and you will be followed
• Frequency counts, but don’t be a bother
• Good tweets get re-tweeted. Multiplier effect
• Follow Friday
• Get on a list – 99 Lawyers that Tweet
• Tweetdeck
• Think message, credibility, intimacy
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23. David M. Gottlieb, Esq.
Baker, Sanders, Barshay, Grossman, Fass, Muhlstock & Neuwirth
(Long name. I know. Not my fault)
(Long name. I know. Not my fault)
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24. LESSONS I’VE LEARNED
1. BE YOURSELF (UNLESS NO ONE LIKES YOU)
2. THIS WILL TAKE MORE TIME THAN YOU THINK
3. YOU PROBABLY WONT MIND IT SO MUCH
4. IT’S NOT AN ADVERTISEMENT
5. OK, IT MIGHT BE AN ADVERTISEMENT, BUT THAT CAN’T BE
YOUR ONLY CONTENT
6. ADD SOMETHING TO YOUR FIELD
7. GIVE CREDIT WHERE CREDIT IS DUE
8. BE CAREFUL, IT’S VERY HARD TO TAKE SOMETHING OFF THE
INTERNET
9. YOU CAN’T DO EVERYTHING
10. FOR BLOGS, PICK THE RIGHT PLATFORM
11. ADMIT WHEN IT’S TOO COMPLICATED; HAVE SOMEONE ELSE
SET UP THE BLOG
12. STREISAND EFFECT
13. LUNCHMEATS AND NAMES
14. I SHOULD NOT BE ALLOWED TO MAKE POWERPOINT
PRESENTATIONS
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...

25. WHERE YOU CAN FIND ME
dgottlie@gmail.com
dgottlieb@bakersanders.com
http://twitter.com/nofaultparadise
www.nofaultparadise.blogspot.com
www.theCPLRblog.com
www.DavidMGottlieb.com
BIO
David M .Gottlieb is an associate at Baker, Sanders, Barshay, Grossman, Fass, Muhlstock, & Neuwirth, where
he focuses his practice on No-Fault litigation. Mr. Gottlieb earned a B.A. from the University of Colorado at
Boulder and his J.D. from Brooklyn Law School where he served as an Articles Editor on Law Review.
Mr. Gottlieb is the author of No-Fault Paradise, a widely read blog on New York No-Fault law. He has been
published in the New York Law Journal and has lectured on developments in the No-Fault arena including
recent decisions and their interpretation.
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26. Lessons from the Trenches:
What lawyers should know
when engaging in social
media
John Lipsey, Vice President, Corporate
Counsel Services,
www.martindale.com/connected
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27. The Boundaries Between Traditional Legal Research & New
Media are blending
Outside Corporate
Counsel Counsel
Experts Experts
Research,
Opinions, Communities
Regulations Maritime
Contract
Law
Articles, Discussion
News, Forums,
Analysis, Blogs,
Wikis Relationship Q&A
Connections
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28. Ignoring Social Media is Not an Option
Domino’s Pizza:
• The conversations
are happening
whether you are a
part of them or not.
• Opportunities await
those who listen.
• Enormous risks
await those who
don’t.
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29. Online Reputations Impacted Whether or Not Lawyers Actively Engage
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30. Larger Networks & More Activity Mean Greater Exposure
Where Decisions are Being Made
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31. Research & Choose Wisely Before Engaging
Be cautious when:
• The site allows legal advice to be offered
• The site’s Terms and Conditions do not
respect your privacy, or will sell or rent
your contact information
• Company or entity creating the site is
vague or unidentified
• Site allows solicitation and spamming
• There is no authentication process
following a registration to ensure member
identity
• Site allows anonymity
• Lacks robust privacy and
communications settings
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32. Establishing a Social Media Policy is Imperative
• Review existing policies In light of the company’s
orientation towards social media:
– Including privacy, confidentiality, email use, legal holds, and
employee ethics
• Form a Social Media Team to guide executives on social
media policy
• Team should monitor web traffic about the company
– Report adverse communications to someone with authority to act
as soon as possible.
• Training programs to disseminate the policy and to
remind employees of existing policies.
– In-house online self study programs, presentations, or
outsourced to consultants.
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33. Social Media Policy Resources
• “Social Media Policy Group”
(www.martindale.com/connected)
– Group Created by James Wong, ACC So.
Cal Member & General Counsel of UMA
Enterprises
– Share social media best practices with other
legal departments
• Social Media Policy Week July 20-30
– Webinar July 23, moderated by James Wong
– Guest bloggers posting on policy issues
– Special discussion threads to “crowdsource” a
model best practice
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34. Closing remarks and
discussion
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35. Key To Success
Define your main goals for
using social media
What are your top 3 goals?
How much time to dedicate to the effort?
How will you know when you are succeeding?
Find the right approach to
support those goals.
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36. A Social Media Lifecycle
INVITE
CONNECT
Ask others to
Engage with
participate in an
others and be
online discussion
a connector
topic with you SEARCH
Find clients or
CONTRIBUTE colleagues who are
members of the
• Send a link to a story that would be network, identify
relevant or interesting to them relationships and
• Watch blogs and use the comment feature connect with them
• Answer questions in the discussion groups
• Feature others on your blog or reference
them favorably in the community
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37. What To Expect
Social Media takes time
Roadmaps and process exposure is key
Social Media takes planning
Clients need to know where they want to go
Social Media takes effort
Executives and key spokespeople need to be more involved than with traditional PR
and Marketing
Social Media is less structured
Risk management is important but ...
Must allow for serendipity to occur
Social Media outcomes CAN be measured
Buzzmetrics, ROI, customer retention, revenue generation, cross-sell/up sell,
competitive information value, new client acquisition
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38. Questions? Comments?
Discussion?
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