How Lawyers Can Upgrade Their Web Marketing,Client Relationships, and Productivity

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

5. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary
Marketing & Communications
Teten.com Slide 5
© 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

10. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary
Connections & Due Diligence
Teten.com Slide 10
© 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

16. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary
Collaboration & Productivity
Teten.com Slide 16
© 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

20. Intro – Web 2.0 – Marketing – Referrals – Collaboration – Interaction – Summary
Interaction
Teten.com Slide 20
© 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