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Online Thought Leadership for Lawyers - Blogs, Social Media, and Twitter

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Austin presentation on online thought leadership & management to group of lawyers selected for their leadership potential.

Publicado en: Empresariales, Tecnología
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Online Thought Leadership for Lawyers - Blogs, Social Media, and Twitter

  1. 1. Online Thought Leadership & Reputation Management LeadershipSBOT Hyatt Lost Pines - Bastrop October 17 2008 1 Building Blogs for Lawyers lex Blog TM
  2. 2. What we’ll cover <ul><li>Why become a thought leader? </li></ul><ul><li>Ability to become a thought leader online </li></ul><ul><li>Online tools for becoming a thought leader </li></ul><ul><li>Small town lawyer who became national thought leader solely via online tools </li></ul>2 Building Blogs for Lawyers lex Blog TM
  3. 3. Why? <ul><li>Professionally rewarding </li></ul><ul><li>Personally rewarding </li></ul><ul><li>Opportunity to serve others </li></ul><ul><li>Right thing to do </li></ul>3 Building Blogs for Lawyers lex Blog TM
  4. 4. Professionally rewarding <ul><li>Become “lawyers’ lawyer” </li></ul><ul><li>Learn from other leaders </li></ul><ul><ul><li>Professionally </li></ul></ul><ul><ul><li>Personally </li></ul></ul><ul><li>Better skills </li></ul><ul><li>More confidence </li></ul>4 Building Blogs for Lawyers lex Blog TM
  5. 5. Personally rewarding <ul><li>Feels good </li></ul><ul><li>Spouse/partner happier </li></ul><ul><li>Role model for children </li></ul><ul><li>Financially rewarding </li></ul><ul><ul><li>You & spouse/partner </li></ul></ul><ul><ul><li>Children & grandchildren </li></ul></ul><ul><ul><li>Society </li></ul></ul>5 Building Blogs for Lawyers lex Blog TM
  6. 6. Helps others <ul><li>Bar </li></ul><ul><li>Lawyers </li></ul><ul><li>Civic & business groups </li></ul><ul><li>Society </li></ul><ul><li>Image of our profession </li></ul>6 Building Blogs for Lawyers lex Blog TM
  7. 7. Ability to do it <ul><li>Easier than ever </li></ul><ul><li>Build muscles by acting outside your comfort zone </li></ul><ul><li>Opportunity lies online </li></ul><ul><li>Online for all ages </li></ul>7 Building Blogs for Lawyers lex Blog TM
  8. 8. The how: online tools <ul><li>Blogging </li></ul><ul><li>Social media </li></ul><ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul>8 Building Blogs for Lawyers lex Blog TM
  9. 9. What’s a professional law blog? <ul><li>Web site </li></ul><ul><li>Covers niche area of law or locale </li></ul><ul><li>Published by one lawyer or practice group </li></ul><ul><li>Directed to regular readers within target audience of blog publisher </li></ul><ul><li>As easy to update as writing an email - no coding experience needed </li></ul><ul><li>Distributes content via RSS and email </li></ul><ul><li>Unique domain name & url address </li></ul><ul><li>Found via search engines or known domain </li></ul>9 Building Blogs for Lawyers lex Blog TM
  10. 10. What it’s not? <ul><li>Journal </li></ul><ul><li>Posts archived by calendar </li></ul><ul><li>Blend of personal information, random thoughts and political views with legal information & insight </li></ul>10 Building Blogs for Lawyers lex Blog TM
  11. 11. lex Blog TM
  12. 12. Blog advantages <ul><li>New blog launched quickly </li></ul><ul><li>Easy to use - learning curve is low </li></ul><ul><li>Inexpensive </li></ul><ul><li>Comprehensive publishing, content syndication (RSS) and interactive communication tool </li></ul>11 Building Blogs for Lawyers lex Blog TM
  13. 13. Relationship to your firm’s Web site <ul><li>Complementary to site </li></ul><ul><li>How you network and enter conversation with thought leaders </li></ul><ul><li>Draw traffic to site & lawyer bios </li></ul>12 Building Blogs for Lawyers lex Blog TM
  14. 14. Advantages to you <ul><li>Enhances your reputation as trusted and reliable authorities </li></ul><ul><li>Establish brand based on expertise </li></ul><ul><li>Educational & tasteful </li></ul><ul><li>Syndication of content via RSS </li></ul><ul><li>Far superior search results to Web sites </li></ul><ul><li>Cost savings vs other networking </li></ul>13 Building Blogs for Lawyers lex Blog TM
  15. 15. Why superior search results? <ul><li>Relevant content </li></ul><ul><li>Regular content updates </li></ul><ul><li>Incoming links </li></ul><ul><li>“ Blog = b etter l isting o n G oogle” </li></ul>14 Building Blogs for Lawyers lex Blog TM
  16. 16. Importance of search engines 15 Building Blogs for Lawyers <ul><li>Two-thirds of people do online research before selecting a service or product </li></ul><ul><li>Nearly 70% of business executives and in house counsel go online to research lawyers during the hiring process </li></ul>lex Blog TM
  17. 17. Advantages over current Internet networking <ul><li>Web site articles </li></ul><ul><ul><li>Poorly indexed & optimized for search engines </li></ul></ul><ul><ul><ul><li>Pdf’s especially </li></ul></ul></ul><ul><ul><li>Frequency of content? </li></ul></ul><ul><ul><li>Difficult search </li></ul></ul><ul><ul><li>No table of contents/navigation with each article </li></ul></ul><ul><ul><li>Users do not return to site </li></ul></ul><ul><li>Email newsletters </li></ul><ul><ul><li>Corporate firewalls may block </li></ul></ul><ul><ul><li>Spam filters may block </li></ul></ul><ul><ul><li>Far less viral marketing effect </li></ul></ul>14 Building Blogs for Lawyers lex Blog TM
  18. 18. Lawyers’ adoption of blogs 15 Building Blogs for Lawyers <ul><li>3,000 plus law blogs </li></ul><ul><li>4 new law blogs per day </li></ul><ul><li>> 30% of large law firms </li></ul><ul><li>49% growth in large law firm blogs from November to March </li></ul>BBC News 5/21/04 lex Blog TM
  19. 19. Who is reading blogs? 16 Building Blogs for Lawyers <ul><li>75% of reporters to locate experts & get insight on stories </li></ul><ul><li>Senior executives </li></ul><ul><ul><li>20% plus read business blogs </li></ul></ul><ul><ul><li>96% familiar with blogs </li></ul></ul><ul><ul><li>30% have familiarity with blogs </li></ul></ul><ul><li>Busiest people read blogs </li></ul>lex Blog TM
  20. 20. RSS feeds 17 Building Blogs for Lawyers <ul><li>Oxygen of Internet today </li></ul><ul><li>Streams content to target audience </li></ul><ul><li>Syndicates content </li></ul><ul><li>Content reaches amplifiers </li></ul><ul><ul><li>Bloggers </li></ul></ul><ul><ul><li>Media - trade & general mass media </li></ul></ul><ul><li>Email as well </li></ul>lex Blog TM
  21. 21. Newsreader Collects RSS feeds lex Blog TM
  22. 22. Blogs are a Rotary meeting <ul><li>Find the discussion </li></ul><ul><li>Listen to the discussion </li></ul><ul><li>Engage in the discussion </li></ul><ul><li>Empower your audience </li></ul>lex Blog Building Blogs for Lawyers 18
  23. 23. Early blog design (preconceived notion of blogs)
  24. 25. Professional marketing blogs -- The LexBlog Way
  25. 27. lex Blog TM
  26. 28. lex Blog TM
  27. 29. lex Blog TM
  28. 30. lex Blog TM
  29. 31. http://privacylaw.proskauer.com/
  30. 32. lex Blog TM
  31. 33. CT Employment Law Blog Dan Schwartz <ul><li>5000 visits in first 6 weeks </li></ul><ul><li>Few calls a week, new client </li></ul><ul><li>Nearly 100 incoming links from third party websites and blogs </li></ul><ul><li>Regularly cited by leading law & employment bloggers (3 of the most read) </li></ul><ul><li>CT law periodical coverage </li></ul>19 Building Blogs for Lawyers lex Blog TM
  32. 34. Where’s content coming from? <ul><li>Current content - extend it’s reach </li></ul><ul><li>Online news </li></ul><ul><li>Legal cases </li></ul><ul><li>Info from trade magazines & newsletters </li></ul><ul><li>Info from CLE’s </li></ul><ul><li>RSS feeds = “The Discussion” </li></ul>20 Building Blogs for Lawyers lex Blog TM
  33. 35. 21 Building Blogs for Lawyers Time commitment? <ul><li>Brief posts </li></ul><ul><ul><li>2 to 3 paragraphs, 2 to 3 sentences each </li></ul></ul><ul><ul><li>Expectation is less than that of articles </li></ul></ul><ul><li>Harvard Business School - 1x/week * </li></ul><ul><li>Less than articles, newsletters & alerts </li></ul>* Harvard Management Communication Letter, Vol. 2, No. 4, November 2005 lex Blog TM
  34. 36. Blogging in current economy <ul><li>Forget the economy </li></ul><ul><li>Time to grab market share & be bold </li></ul><ul><li>Let others run scared </li></ul><ul><li>Be deliberate </li></ul><ul><li>Invest in your network and reputation </li></ul><ul><li>Have long-term eyes & vision to succeed </li></ul>22 Building Blogs for Lawyers lex Blog TM
  35. 37. Backend of Blog Platform
  36. 38. LinkedIn <ul><li>Professional networking tool </li></ul><ul><ul><li>“ Facebook for business people” </li></ul></ul><ul><li>216,000 private practice profiles </li></ul><ul><li>Law firm profiles with demographics </li></ul><ul><li>20 million users </li></ul><ul><li>150 industries </li></ul><ul><li>3.2 million visitors/month </li></ul>Building Blogs for Lawyers 23 lex Blog TM
  37. 39. lex Blog TM
  38. 40. lex Blog TM
  39. 41. lex Blog TM
  40. 42. lex Blog TM
  41. 43. lex Blog TM
  42. 44. lex Blog TM
  43. 45. lex Blog TM
  44. 46. lex Blog TM
  45. 47. lex Blog TM
  46. 48. Twitter <ul><li>“ Microblogging” </li></ul><ul><li>Updates are called “Tweets” </li></ul><ul><ul><li>140 characters </li></ul></ul><ul><ul><li>Links are shortened </li></ul></ul><ul><li>Who? </li></ul><ul><ul><li>Lawyers </li></ul></ul><ul><ul><li>Reporters </li></ul></ul><ul><ul><li>Fire departments </li></ul></ul><ul><ul><li>New York Times </li></ul></ul><ul><ul><li>Fortune 200 </li></ul></ul>Building Blogs for Lawyers 24 lex Blog TM
  47. 49. Small talk leads to big things <ul><li>What talk? </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Professional </li></ul></ul><ul><ul><li>Social media - ‘pass it along’ </li></ul></ul><ul><li>Twitter amplifies </li></ul><ul><li>News of China’s earthquake broke on Twitter </li></ul>25 Building Blogs for Lawyers lex Blog TM
  48. 50. lex Blog TM
  49. 51. Search.twitter.com – Twitter Search lex Blog TM
  50. 52. TweetDeck– Desktop Twitter application lex Blog TM
  51. 53. Re lex Blog Results of blogging, networking & social media
  52. 54. Ethics 26 Building Blogs for Lawyers <ul><li>Governed by cannons of ethics </li></ul><ul><li>Cannot give specific advise </li></ul><ul><li>Cannot breach client confidences </li></ul><ul><li>Do not create attorney client relationship </li></ul><ul><li>No false or misleading communication </li></ul><ul><li>Use disclaimer </li></ul>lex Blog TM
  53. 55. Building Blogs for Lawyers lex Blog TM
  54. 56. Building Blogs for Lawyers lex Blog TM
  55. 57. Who is LexBlog, Inc.? <ul><li>Leading provider of professional marketing blogs to law firms </li></ul><ul><li>500 blogs, almost 1,500 lawyer authors </li></ul><ul><li>75% of AmLaw 200 firm blogs use LexBlog </li></ul><ul><li>96% client retention over 5 years </li></ul><ul><li>Led by former practicing lawyers </li></ul><ul><li>Team of IT, design, web development, client service, and marketing professionals </li></ul><ul><li>Founded by Kevin O’Keefe </li></ul><ul><ul><li>Practicing lawyer of 17 years </li></ul></ul><ul><ul><li>Successfully marketed own law firm on Internet </li></ul></ul><ul><ul><li>Founder of Internet consumer & small business legal resource, now sold to LexisNexis </li></ul></ul><ul><ul><li>Former VP of Martindale-Hubbell </li></ul></ul>27 Building Blogs for Lawyers lex Blog TM
  56. 58. Thanks & for more info or questions: Kevin O’Keefe CEO, LexBlog, Inc. 411 First Avenue, Suite 304 Seattle, WA 98104 Direct: 206 340 8204 Cell: 206 321 2627 mailto:kevin@lexblog.com Building Blogs for Lawyers lex Blog TM
  57. 59. www. lexBlog .com

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