During this session, One North Strategist Alex Ziegler takes an in-depth look at LinkedIn and how top consulting and law firms are using this increasingly powerful social platform. She analyzes just how these firms utilize their company pages, updates, groups and individual employee profiles and examines the correlation between presence, follower activity and engagement. Which of these dimensions makes the biggest difference? To watch this presentation, visit http://bit.ly/11V9b9W.

1. December 3 2014
Battle LinkedIn: Law Firms vs.
Consulting Firms
Webinar

2. Introduction
Alex Ziegler
Strategist at One North
3 Fun Facts
• Used to be a consultant (but I
promise I am not picking sides)
• I have 622 connections on LinkedIn
(still way behind my father-in-law)
• Found my way to One North
through LinkedIn

3. Why LinkedIn matters
LinkedIn has been dubbed the “social network preferred
by executives” by:
with 88% of executives using LinkedIn “often”
and 73% saying that LinkedIn is their
“preferred social network”

4. LinkedIn is growing in importance
LinkedIn now has 332 million users
and is growing at 38% annually
0.081 1.6 4 8 15
33 40
65
100
187
200
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

5. …and it’s not just in the US
In Q3 of 2014
75%
of new members
came
outside
of the US

6. LinkedIn applies to every stage of your client relationships
Generate Awareness
Someone unaware of your firm
may become interested when
they see a relevant post.
Establish Trust & Advocacy
They can build a stronger
relationships through personal
connections.
Loyalty & Influence
Seeing others share and
recommend content can
influence their perception.

7. Our curiosity
What are the top law firms and
consulting firms doing on LinkedIn
to build relationships?

8. Who we assessed
Vault Top 10
Consulting Firms
AmLaw Top 10
Law Firms

9. What we wanted to learn
1 2
Company Profile
Company Posts
Leadership Profiles
Followers
How are companies
using LinkedIn?
How does it impact
audience engagement?
?
Groups
Which of these dimensions makes the BIGGEST impact?
3

10. How we approached it
We created a scoring rubric to assess and
compare LinkedIn Presence across multiple
dimensions.
Score 0 1 2 3 4 5
Least Robust Most Robust

12. Company Profile - Scoring
Does each company use the features that are available?
Main Company Page
• Company Information
• Recent Updates Section
• Affiliated Pages
• Featured Groups
0 5
No company page Utilize all features
included in assessment
0 5
No careers page Utilize all featured
included in assessment
Careers Page
• Visual Elements
• Featured Employees
• Recent Updates
LEAST ROBUST MOST ROBUST
LEAST ROBUST MOST ROBUST

13. Company Page – Example (Main Company Page)

14. Company Page – Example (Auxiliary Page)

15. Careers Page – Example (Careers Page)

16. Company Profile – Results
Main Company Page
• Company Information
• Recent Updates Section
• Affiliated Pages
• Featured Groups
Law Firms Consulting Firms
Not too far behind WINNER
Law Firms Consulting Firms
Much farther behind WINNER
Who wins this battle?
Careers Page
• Visual Elements
• Featured Employees
• Recent Updates

17. Company Profile – Law
On average, law firms tend to have a partially complete company page and tend to not
leverage a careers page.
Company Main Company Page Careers Page Total
Score
DLA Piper 5 4 9
White & Case 4 5 9
Hogan Lovells 5 3 8
Latham 3 5 8
Kirkland Ellis 3 4 7
Baker McKenzie 4 1 5
Skadden 3 1 4
Jones Day 3 1 4
Sidley 3 1 4
Gibson Dunn 3 0 3
Average 3.6 2.5
Most
Robust
Least
Robust

18. Company Profile – Consulting
In contrast, consulting firms tend to have more robust company pages and are more
likely to have a robust careers page.
Company Main Company Page Careers Page Total
Score
PwC 5 4 9
Accenture 5 4 9
Oliver Wyman 4 5 9
Deloitte 4 5 9
McKinsey 4 4 8
BCG 4 4 8
A.T. Kearney 4 4 8
Booz Allen
Hamilton 3 5 8
Bain 3 1 4
The Parthenon
Group 3 0 3
Average 3.9 3.7
Most
Robust
Least
Robust

19. Company Profile – Visual Comparison
Legal Consulting
vs
Most
Robust
Least
Robust

20. Company Profile – Observations & Questions
• Many law firms have the bare minimum when it
comes to their careers page – why is this?
• LinkedIn charges for use of various features
• Benefit to careers page beyond just recruits

22. Posts – Scoring
How frequently do
they post? 0 5
No posts Post at least once a day
Firm News External News Thought
Leadership
Does each company post updates?
What type of posts are
they making?
LEAST ROBUST MOST ROBUST

23. Firm News Example
• Links to a press release on the DLA Piper site
• Helps to “credentialize” the firm, but doesn’t provide information that audiences can use
• Mixing in other types of posts of important

24. External News Example
• Links to an external news source (The Recorder)
• Showcases firm’s perspective on something that is happening in the news
• Both “credentializes” DLA Piper and offers useful information

25. Thought Leadership Post Example
• Links to a publication on the
DLA Piper site
• Includes an interesting info-graphic
• Demonstrates knowledge of
the retail industry
• Guides users to explore more
information on the website

26. Posts – Results
Law Firms Consulting Firms
TIE
Law Firms Consulting Firms
Much more posting of
firm news WINNER
Who wins this battle?
How frequently do
they post?
What type of posts are
they making?

27. Posts – Law
On average, law firms tend to post items relatively regularly.
Company Post Frequency
Baker McKenzie 5
DLA Piper 4
Skadden 4
Sidley 4
White & Case 4
Gibson Dunn 4
Latham 4
Jones Day 4
Hogan Lovells 3
Kirkland Ellis 0
Average 3.6
Most
Robust
Least
Robust

28. Posts – Consulting
In contrast, consulting firms post more frequently.
Company Post Frequency
BCG 5
Booz Allen Hamilton 5
PwC 5
Bain 4
McKinsey 4
Oliver Wyman 4
A.T. Kearney 4
Accenture 4
The Parthenon Group 4
Deloitte 3
Average 4.2
Most
Robust
Least
Robust

29. Posts – Visual Comparison
Legal Consulting
vs
Most
Robust
Least
Robust

30. Types of Posts – Law
Law firms tend to post primarily internal items with some amount of thought leadership
posting.
Company Firm News Thought
Leadership External News
DLA Piper ✔ ✔ ✔
Hogan Lovells ✔ ✔
Latham ✔ ✔
Skadden ✔ ✔
White & Case ✔ ✔
Jones Day ✔ ✔
Gibson Dunn ✔ ✔
Baker McKenzie ✔
Sidley ✔
Kirkland Ellis

31. Types of Posts – Consulting
Consulting firms tend to post more thought leadership than law firms and are less
internally focused.
Company Firm News Thought
Leadership External News
Bain ✔ ✔ ✔
Oliver Wyman ✔ ✔ ✔
Deloitte ✔ ✔ ✔
Booz Allen Hamilton ✔ ✔
PwC ✔ ✔
The Parthenon Group ✔ ✔
A.T. Kearney ✔
Accenture ✔
McKinsey ✔
BCG ✔

32. Posts – Observations & Questions
• Law firms are not posting as much thought
leadership content – why is this?
• Often times it’s easier to post firm news
• Law firms have the content, but may not be
leveraging it the way they could be (e.g., curating
select blog posts, developing info-graphics to draw
interest to publications)

34. Groups – Scoring
Does each company have groups?
How many groups
do they have?
LEAST ROBUST MOST ROBUST
0 5
No groups 16 or more

35. Groups – Example (Location Based)

36. Groups – Example (Alumni / Expertise Focused)

37. Groups – Example (Program Focused)

38. Groups – Results
Law Firms Consulting Firms
Far fewer groups WINNER
Who wins this battle?
How many groups
do they have?

39. Groups – Law
On average, law firms do not create a lot of groups.
Company Number of Groups
Baker McKenzie 1
DLA Piper 1
Skadden 1
Sidley 1
White & Case 1
Hogan Lovells 1
Gibson Dunn 1
Latham 0
Jones Day 0
Kirkland Ellis 0
Average 0.7
Most
Robust
Least
Robust

40. Groups – Consulting
In contrast, consulting firms create many more groups.
Company Number of Groups
Bain 5
BCG 4
Booz Allen Hamilton 4
PwC 4
McKinsey 4
Oliver Wyman 2
A.T. Kearney 2
Accenture 2
The Parthenon Group 1
Deloitte 0
Average 2.8
Most
Robust
Least
Robust

41. Groups – Visual Comparison
Legal Consulting
vs
Most
Robust
Least
Robust

42. Groups – Observations & Questions
• Law firms don’t utilize groups as much – why is
this?
• There may be regulatory reasons why law firms
are more hesitant to use groups
• Opportunity to have alumni groups (past
employees can become future clients, and they
refer people as well)

44. Leadership Profiles – Scoring
Does each leader have a robust profile?
Number of Connections
LEAST ROBUST MOST ROBUST
0 5
No connections 500 +
LEAST ROBUST MOST ROBUST
0 5
No features Using all features listed
Profile Features
Publications
LEAST ROBUST MOST ROBUST
0 5
No publications More than 10 publications
• Groups
• Skills / expertise
• Following
• Picture
• Summary
• Experience /
education

45. Leadership Profiles – Number of Connections

46. Leadership Profiles – Profile Features

47. Leadership Profiles – Publications

48. Assessment Challenges
We couldn’t consistently identify leaders for all firms.
Legal Firms # of Leaders
Identified
Latham 12
Baker McKenzie 8
DLA Piper 4
Jones Day 4
White & Case 6
Kirkland Ellis 5
Hogan Lovells 3
Sidley 5
Gibson Dunn 5
Skadden 4
Consulting Firms # of Leaders
Identified
PwC 27
BCG 17
Booz Allen Hamilton 8
McKinsey 5
Bain 5
The Parthenon Group 3
Accenture 3
Deloitte 2
A.T. Kearney 1
Oliver Wyman 1

49. Leadership Profiles – Results
Who wins this battle?
Leadership Team Overall
Top Profile By Firm
Law Firms Consulting Firms
TIE (both are weak)
Law Firms Consulting Firms
Top profile not as strong WINNER

50. Leadership Team Overall – Legal
On average, the leadership of the top legal firms have relatively low scores in terms of
the robustness of their presence on LinkedIn.
Company Leaders
Identified Connections Profile
Features Publications Total
Score
Latham 12 2.08 2.67 0.17 4.92
Baker
McKenzie 8 2.13 2.63 0 4.75
DLA Piper 4 2.25 2.25 0 4.5
Jones Day 4 1.5 1.25 0 2.75
White & Case 6 1 1.5 0 2.67
Kirkland Ellis 5 1.2 1.4 0 2.6
Hogan Lovells 3 1.33 1 0 2.3
Sidley 5 1 0.8 0 1.8
Gibson Dunn 5 0.8 0.8 0 1.6
Skadden 4 0 0 0 0
Average 1.33 1.43 0.02
Most
Robust
Least
Robust

51. Leadership Team Overall – Consulting
Overall, consulting firms tend to have more robust leadership profiles than the legal
firms we assessed, however findings are likely skewed by number of leaders identified.
Company Leaders
Identified Connections Profile
Features Publications Total Score
A.T. Kearney 1 5 5 2 12
Oliver Wyman 1 5 4 0 9
McKinsey 5 3 3.2 2 8.2
PwC 27 2.48 2.33 0.22 5.03
Bain 5 2.2 2.6 0.2 5
The Parthenon
Group 3 2.33 1.67 0 4
BCG 17 1.41 1.76 0.24 3.41
Accenture 3 1.67 1.67 0 3.33
Booz Allen
Hamilton 8 1.88 1.38 0 3.25
Accenture 3 1.67 1.67 0 3.33
Deloitte 2 0 1 0 1
Average 2.42 2.39 0.42
Most
Robust
Least
Robust

52. Leadership Profiles – Visual Comparison
Most
Robust
Least
Robust
Law Firms Consulting Firms
Leadership Team
Overall
Top Individual
Profile

53. Leadership Profiles – Observations & Questions
• Lowest utilized feature was “publications” –
missed opportunity to share interesting content
• We looked at just leadership - what would we find
if we assessed all employees?
• Firms are doing poorly in this area - does this
dimension even matter?

55. How does all of this impact audience engagement?
1 2
Company Profile
Company Posts
Leadership Profiles
Followers
How are companies
using LinkedIn?
How does it impact
audience engagement?
?
Groups
Which of these dimensions makes the BIGGEST impact?
3

56. Ideal ways to measure engagement
Company Analytics View

57. Follower to Employee Ratio
Followers
Engagement: “following” a company
means you choose to subscribe to
updates from them in your feed.
Normalization: larger companies
have a larger network, so we
normalized this number by looking at
the ratio of followers to employees.

58. Follower to Employee Ratio – Comparison
Consulting firms have much higher follower to employee ratios than law firms. They also
have a larger spread of follower to employee ratios.
30
Follower to Employee Ratio Company
25
20
15
10
5
0
Legend
Consulting Firms
Law Firms

59. Does follower ranking align to LinkedIn ranking?
We found that the LinkedIn rankings were somewhat indicative of the follower rankings,
but they did not always match up for a number of different reasons.
Company Type A. Follower Ranking B. LinkedIn Ranking
McKinsey Consulting 1 2
BCG Consulting 2 5
Bain Consulting 3 9
Oliver Wyman Consulting 4 3
The Parthenon Group Consulting 5 15
A.T. Kearney Consulting 6 1
Booz Allen Hamilton Consulting 7 6
Accenture Consulting 8 8
Deloitte Consulting 9 14
Hogan Lovells Legal 10 13
A. Follower Ranking- Ranking of companies by their Follower to Employee Ratio
B. LinkedIn Ranking- Ranking of companies by their total LinkedIn score from this assessment

60. Does follower ranking align to LinkedIn ranking? (continued)
Company Type A. Follower Ranking B. LinkedIn Ranking
Baker McKenzie Legal 11 12
DLA Piper Legal 12 7
PwC Consulting 13 4
Skadden Legal 14 20
White & Case Legal 15 11
Latham Legal 16 10
Sidley Legal 17 16
Kirkland Ellis Legal 18 18
Jones Day Legal 19 17
Gibson Dunn Legal 20 19
A. Follower Ranking- Ranking of companies by their Follower to Employee Ratio
B. LinkedIn Ranking- Ranking of companies by their total LinkedIn score from this assessment

61. Which dimension has the biggest impact?
1 2
Company Profile
Company Posts
Leadership Profiles
Followers
How are companies
using LinkedIn?
How does it impact
audience engagement?
?
Groups
Which of these dimensions makes the BIGGEST impact?
3

62. LinkedIn features with the most Impact
We identified two statistically significant correlations suggesting that company profile
robustness and leadership profiles may impact how many followers were achieved.
Follower to
Employee
Ratio
Follower to
Employee
Ratio
Company
Profile
Robustness
Leadership
Profile
Robustness
p < 0.05
p < 0.05
Legal
Consulting
Less than 5% chance that the correlation is a fluke.

63. Impact – Observations & Questions
• Frequency of content posting did not surface as a big
differentiator
• Currently company profile pages make the biggest
impact for law firms – in a few years, once their presence
on LinkedIn is more mature, will leadership profiles be more
impactful?
• Makes sense that leadership profiles are so impactful for
consulting firms:
• we are curious about other people
• we like to network
• we are far more interested in content that comes
recommended by an individual

65. What We Learned
• Overall, consulting firms win the battle. But it isn’t really a battle.
The consulting and legal industries are different, so we expect
differences in their LinkedIn behavior. This doesn’t mean that law
firms can’t learn from consulting firms are doing.
• What your people do matters. The most impactful LinkedIn
features for consulting firms is leadership profiles. If law firms were
to boost their profiles, they may see similar results.
• LinkedIn presence is no longer a “nice to have.” There are big
disparities between firms that have a robust LinkedIn presence and
those that don’t across various dimensions. There is a lot of
opportunity to not just be on LinkedIn but to do more on LinkedIn.

66. What You Should Do
Checklist (In Order of Priority)
Stay updated LinkedIn is always changing. Find out what new
features are out there to take advantage of.
Company
profile
Create a strong company page. Careers pages are
important!
Profiles
Urge employees to complete their profiles, form
connections, and engage audiences with interesting
posts and publications.
Posts Ensure that your company is not just firm-centric
content, but also content that audiences can really use.
Groups Explore utilizing groups, particularly for alumni,
because they can become future clients and refer others.
Analytics Track your engagement on LinkedIn through the robust
analytics that are available to you.

67. Questions?
Alex Ziegler
Strategist
aziegler@onenorth.com