How Lawyers Can Grow Billings Using Online Networks and Internet Marketing

1. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary How Lawyers Can Upgrade Their Web Marketing, Client Relationships and Productivity New York County Lawyer’s Association Scott Lichtman, Teten Advisors Teten.com Slide 1 © 2008 Teten Advisors, LLC

2. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Tonight’s Discussion • Web 2.0: Technologies and techniques for marketing and work-product collaboration • Case studies at law firms • Direct experiences with blogging • Q&A Teten.com Slide 2 © 2008 Teten Advisors, LLC

3. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Web 2.0 – Characteristics & Benefits • What is Web 2.0? • Market your firm and make communications easier • Find new, valuable contacts and perform due diligence • Share knowledge more productively • Enhance relationships through rich, immediate interactions Teten.com Slide 3 © 2008 Teten Advisors, LLC

4. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary What is Web 2.0? Technology & culture that is transforming the Internet from “Read & Purchase” to “Customize, Connect & Critique” • Marketing & Communication • Collaboration & Productivity • Groupware • Blogs / RSS Feeds / Podcasts • Tagging • Search Engine Optimization • Wikis • Connections & Due Diligence • Interaction • Corporate Culture / Biography • Instant Messaging / Presence Analysis • Jams • Social Networks / Analysis • Mashups • Relationship Management Teten.com Slide 4 © 2008 Teten Advisors, LLC

6. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Blogging • Concept: • An easy means of sharing commentary & feedback • Branding of expertise requires focus, value and persistence • Tools for reading, search, publishing and use analysis • RSS feeds are multi-purpose • Examples: • The Trademark Blog (www.schwimmerlegal.com) • List at legalblogwatch.typepad.com of IP law, HR law, law marketing, law & technology, law economics blogs, etc. Teten.com Slide 6 © 2008 Teten Advisors, LLC

7. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Search Engine Optimization • Google *is* your home page • Not just a link to your web site, but the top 10 things said about you • Blogs and blog links are very effective for generating search engine rankings • Corporate or personal, blog events and ideas, include phrases and links, have 3rd parties provide content • The early ’00s method of pay-for-position is increasingly less effective Teten.com Slide 7 © 2008 Teten Advisors, LLC

8. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Search Engine Prominence A small practice can appear to be a leader in IP law on Google Teten.com Slide 8 © 2008 Teten Advisors, LLC

9. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Reputation Affected by Search Findings A law firm’s corporate site can be one click away from others’ criticisms Teten.com Slide 9 © 2008 Teten Advisors, LLC

11. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Be Alerted to Specific News • Learn when prospective clients expand or encounter issues • Topix.net Teten.com Slide 11 © 2008 Teten Advisors, LLC

12. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Online Business Communities • Build relationships with prospects in your niche • Albourne Village for hedge funds & supporters • A visualized community where you can read, post, find jobs • Yahoo! Groups • 1 in 10 Americans participate • Your alumni community Teten.com Slide 12 © 2008 Teten Advisors, LLC

13. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Social Network Sites for Referrals • Concept • Colleague of a colleague (of a…) • Supplements traditional bios, referrals & references • Providers • LinkedIn • XING/OpenBC Teten.com Slide 13 © 2008 Teten Advisors, LLC

14. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Relationship Capital Management Software • Contact Network Corp., Visible Path, Leverage Software Search for people, companies , industries Relationships ranked by See which Strength colleagues have best relationships to target Email traffic patterns, Privacy Automatically address books, Access Layer discovered billing systems, configured for from passive employment firm’s culture sources history, etc. Teten.com Slide 14 © 2008 Teten Advisors, LLC

15. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Biography Analysis Software • Aggregates online bios chronologically • Find people by role, company name • Has contact info • ZoomInfo Teten.com Slide 15 © 2008 Teten Advisors, LLC

17. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Groupware • Modern Approach: • Fast to set up projects in/across organizations • Access via browser • Password- or Enterprise- level security • Examples: • BasecampHQ – fast project management • Firmex – Extranet for transactional law Teten.com Slide 17 © 2008 Teten Advisors, LLC

18. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Tagging • Each user picks & shares keywords for an issue, document or page • Compatible with searching and, to some degree, taxonomies • See also ‘social book- marking’, e.g. Del.icio.us Teten.com Slide 18 © 2008 Teten Advisors, LLC

19. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Wikis • A knowledgebase/website anyone can edit • Wiki-law.org contains case commentary, statutes, dictionary • Harvard’s Berkman Center • Cyber One: Law in the Court of Public Opinion project about public input on law, with open Wiki • OpenLaw forum for crafting arguments & briefs Teten.com Slide 19 © 2008 Teten Advisors, LLC

21. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Instant Messaging • Consumer or corporate (private community) versions • Group chat replaces group email threads & clutter • Tools can control access, archive or monitor conversations • “Presence” tells you when someone is available • Embeddable in applications • See “The Strongest Links: Instant Messaging Resources” in ABA’s Law Practice Today Teten.com Slide 21 © 2008 Teten Advisors, LLC

22. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Jams • Large, town-hall opinion sharing • Organized top-down, e.g. gather input from partners nationwide, or by grassroots activists • IBM is a leader (see “Big Blue Brainstorm”, Business Week 8/06) Teten.com Slide 22 © 2008 Teten Advisors, LLC

23. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Online Meets Offline • Combine online interest groups with in-person get- togethers • Meetup • Easily schedule events & happy hours • Evite Teten.com Slide 23 © 2008 Teten Advisors, LLC

24. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Web 2.0 Characteristics • Adapts to the way you think • Easy publication • Quick collaboration and/or open participation • Commentary and critique • More than ever, requires that you commit to a focus, adding value and evolution for Web 2.0 to be a marketing advantage Teten.com Slide 24 © 2008 Teten Advisors, LLC

25. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Learn More • TheVirtualHandshake.com: • Documents the approaches in this presentation • Blog & free book download • Directory of social software • Lead-authored by David Teten Teten.com Slide 25 © 2008 Teten Advisors, LLC

26. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary Scott Lichtman Biography • 20 years business experience at Deloitte, Oracle, several startups • Managed communities of tens of thousands of professionals • Advising firms about profiting from social networks • Several projects about building lawyers’ online presence for referrals, speaking opportunities and other business development • Recently co-led Evalueserve Circle of Experts, a network of executives serving as expert witnesses and investment advisors • Harvard Business School, London School of Economics, MIT Teten.com Slide 26 © 2008 Teten Advisors, LLC

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