An updated version of 20th and 21st century marketing for you mediation practice.

1. Social Media for Neutrals It’s Not Your Mentors’ Business Development Model Anymore Victoria Pynchon, Esq. ADR Services, Inc. © 2009

2. Jackie Hutter’sSocial Media Marketing for Dummieshttp://tinyurl.com/c6g3m8 Charles Fincher’s law comics http://LawComix.com Kevin O’Keefe’s invaluable advice http://lexblog.com Acknowledgements Victoria Pynchon ADR Services (c) 2009

3. Victoria Pynchon, Esq. Settle It Now! Negotiation Blog http://negotiationlawblog.com Member of Forbes Business & Financial Network Mediate.com Featured Blogger IP ADR Blog http://ipadrblog.com Specialty group blog Lexis-Nexis top 10 copyright blogs LinkedIn Twitter http://twitter.com/vpynchon http://ipadrblog Ning & Meetup Founder: Professional Women’s Network of Southern California Pwnscal.ning.com Victoria Pynchon ADR Services (c) 2009

4. Tomorrow’s market is here Today’s market is here We are here Victoria Pynchon ADR Services (c) 2009

5. These are mediation’s core values People with expertise want to share it with others People with access to people are eager to connect you Social media has spread like wildfire because we want community and we want to be useful to our fellows Web 2.0 is collaborative and reciprocal Victoria Pynchon ADR Services (c) 2009

6. Lawyers don’t read blogs (6/06) No one who’s employed uses LinkedIn (12/06) Twitter is a useless time suck (12/08) Stephen N. Goldberg, Esq. partner Heller Ehrman (‘72-’08) Dickstein Shapriro (‘08-present) Victoria Pynchon ADR Services (c) 2009

7. What’s in it for me? Control of your “brand” Unlimited access to your market Your market’s unlimited access to you Weak links = greatest opportunities Connection with mass media NPR Law.com L.A. and New York Times High profile in local, state, national and international market Fewer rubber chicken dinners Victoria Pynchon ADR Services (c) 2009

8. Business solutions to business problems Resolution of justice issues Fairness Vindication Revenge Recognition of human frailty Apology Reconciliation A productive future vs. a rancorous past Being happy vs. being right Selling Resolution Victoria Pynchon ADR Services (c) 2009

9. Selling the Resolver Wisdom Experience Specialty knowledge Skill Evaluative ability Negotiation skills Results Clients won’t leave $$ on table Client satisfaction with legal representation Client satisfaction with results Attorney satisfaction with results Victoria Pynchon ADR Services (c) 2009

10. Lawyers AmLaw 100 and 200 mid-sized firms Solo practitioners Business Fortune 50 & 500 mid-market Small business People who refer people church/temple members therapists Sports PTA/rotary/clubs Networks (legal; women; business; professional) Who is your market? Victoria Pynchon ADR Services (c) 2009

11. Where is your market? Bar associations? ABTL Defense and Plaintiff Bar Associations Specialty bar associations and sections Business associations? Rotary Chamber of commerce Specialty industry organizations Victoria Pynchon ADR Services (c) 2009

12. Wisdom Skill Experience Specialty knowledge Relationship Reputation What is your unique value proposition to your market? Victoria Pynchon ADR Services (c) 2009

13. Victoria Pynchon ADR Services (c) 2009

14. Attend bar meetings Serve on bar/section committees Attend events your market attends (mine below) Annual CRF dinner Annual ACCA dinner Annual Public Counsel dinner Annual Bet Tzedek dinner Read what your market reads Speak at Bar events & law firms Write articles for legal/business publications 20th Century Marketing Victoria Pynchon ADR Services (c) 2009

15. Whether using 20th or 21st Century marketing methods Identify your market Identify information your market needs/wants Identify what your market reads Identify where your market congregates Identify your own unique value proposition Victoria Pynchon ADR Services (c) 2009

16. Whether using 20th or 21st Century Marketing Methods Make a plan with deadlines One event One article One lunch One seminar One social media platform Identify who/what you are selling Put plan into action Victoria Pynchon ADR Services (c) 2009

17. 21st Century Marketing Victoria Pynchon ADR Services (c) 2009

18. The blawg experts An effective internet presence is bigger than a website—it does not come from having a website that can be seen all the time. Effective Internet presence is the ability to communicate and demonstrate expertise. It is what causes people to talk about you online. We network more online now than we do offline. Kevin O’Keefe, President LexBlog http://lexblog.com Victoria Pynchon ADR Services (c) 2009

20. Set up news reader

21. Follow blogs

22. Adr

23. Legal niche

24. Peace & justice

25. Become part of the conversation

26. News

27. Blogs

28. commentsAggregators Pundits Scholarly Topical Practical Theoretical Mediation blogs (a sampling): http://mediationchannel.com DIANE LEVIN (hub of all mediation blogs) http://mediatorblahblah.blogspot.com GEOFF SHARP (New Zealand mediator) http://settlementperspectives.com JOHN DEGROOTE (in-house counsel) http://pgpmediation.com PHYLLIS POLLACK Los Angeles SCMA Board member http://schausmediationinsights.com JAN SCHAU Past President of SCMA http://firstmediation/blog JEFF KRIVIS of Improvisational Mediation http://mediatortech.com TAMMY LENSKI: Queen of Mediation Marketing Blogs http://idealawg.com STEPHANIE WEST ALLEN: work-life balance http://enjoymediation.blogspot.com: JEFF THOMPSON: NYPD Mediator Victoria Pynchon ADR Services (c) 2009

29. Update your blog at least once a week (3x is standard) Post quality content. Read other blogs/link to them Be succinct Focus on one niche or practice area Join a blogging network Register with online legal blog directories Post comments on other related blogs Easy Secrets to Blawg Success Victoria Pynchon ADR Services (c) 2009

30. Networking on speed Your colleagues Your colleagues’ contacts Your colleagues’ contacts’ contacts Not just a resume Blog posts Recommendations Questions and answers Slide presentations LinkedIn Groups L.A. Mediators Industry Arbitration and Mediation Group Professional Women’s Network of Southern California LinkedIn Victoria Pynchon ADR Services (c) 2009

31. More on LinkedIn > 8 million members & 200K lawyers (11/08) single source of online visibility Fishing line in water Searched by reporters Continuous Victoria Pynchon ADR Services (c) 2009

32. Victoria Pynchon ADR Services (c) 2009 Twittertwitter-facebook link listsLexTweet

33. A is for Asshole, the ABC’s of Conflict Resolution Fan page connected to twitter account Creation of writers, publishers, agents, book fair twitter lists Joining and following book sites http://www.facebook.com/pages/A-is-for-Ahole-The-ABCs-of-Conflict-Resolution/172123543445?ref=nf http://twitter.com/ABCsofConflict http://twitter.com/vpynchon Victoria Pynchon ADR Services (c) 2009 Facebook Fan Pages

34. “virtual water cooler” in 140 characters or less People hire and recommend those whose names they recognize and trust as experts i.e., @Labor_Lawyer posts news and views on employment law & is followed by HR people at Fortune 500 companies @ipstrategist followed and was followed by Business Week & published short piece in online Business Week as result of twitter Drive traffic to blog Publicize news Create personal relationships with people in market Where to find lawyers on twitter http://lextweet.com Networking on steroids Lawyers to follow: http://Twitter.com @kevinokeefe @minasirkin @ipstrategist @dianelevin @adrianos @vpynchon @SCartierLiebel @blawgreview Victoria Pynchon ADR Services (c) 2009

35. Online Affinity groups Legal marketing http://lawmarketing.ning.com Professional women http://pwnscal.ning.com Online presence Free Platform: Posting to group blog Announcing events Forming groups Ning communities Victoria Pynchon ADR Services (c) 2009

36. What about boundaries? As Anne LaMotte says in Bird by Bird, we each have our own emotional acre and we can do anything we want on it. We can also include and exclude anyone we want. If you are a private person, draw a clear boundary between your private life and your online life. You have a multiplicity of selves and you do not need to bring all of them online. The ones you DO bring online, however, must be AUTHENTIC. Victoria Pynchon ADR Services (c) 2009

37. Wherever you market and however you market, follow your bliss Victoria Pynchon ADR Services (c) 2009