I’ve been touting the idea that, when all things being equal, clients hire attorneys that they know, like and trust, for quite a while now.

Numerous surveys and studies tell us that clients hire lawyers (not law firms) and they hire lawyers they know, like and trust. Well, there it is! Marketing legal services is all about being known, liked and trusted by people in the position to hire or refer you. But relationships don’t happen by accident. They must be grown and cultivated over time.

John Remsen, The Remsen Group

And while I am certain that this idea is not new to John,  he’s the first one I saw use it where lawyers and business development intersect. Hmmm. Turns out that the idea of building a rapport with your client isn’t just good for the legal industry. Jeffrey Gitomer has a great post Rapport is elusive business currency. Find it, build it, and bank it.

Jeffrey, In your presentation you said if you can’t build rapport, don’t start. I deal with attorneys. What is your recommendation if a prospect just won’t build rapport? Kevin Kevin, If an attorney prospect “just won’t build rapport,” it’s because you haven’t asked them the right rapport building questions. Ask about the toughest case they’ve ever had, or the reason they chose to get into law, or the most rewarding part about their career. Ask something significant about them. I’ve never met anyone that won’t spend a minute or two talking about themselves. Many salespeople make fatal mistakes trying to establish rapport around “things” – the weather, the ball game, the economy, or the news. That’s not rapport; that’s idle chatter. Real rapport has an emotional base to it. And it comes from the prospect’s personal experience, personal opinion, and personal wisdom. The key to earning rapport is keeping it light, and keeping it positive. There’s a secret of rapport, and the secret is “the link” – finding things in common that you both know about and like. The easiest example is children who are the same age, or having gone to the same college. These are both things you can talk about with a smile, and then move on to business. Professional people tend to be self-indulgent people. When you walk into their offices, their statues, trophies, and educational achievements are always in plain view. As are pictures of their family. Whenever I go into an office, I take a moment to walk around, not just look around. I look at educational achievements, other awards, and family photos. Sometimes the first question I ask is, “How old are your children?” because oftentimes the photograph will be several years old. Whatever it is that I’m looking at, I try to ask a question that will elicit personal information, personal history, or some type of positive emotional response.

It’s all about the PERSONAL CONNECTIONS people. It’s about uncovering those little nuggets of COMMONALITY where we can BOND at a different level. I cannot tell you how many people begin conversations with me around Girl Scouts and cookie sales (they just ended by the way … my troop rocked it!!). So many conversations with elementary school parents in Los Angeles begin with “what are you thinking about doing for middle school?” Coolerites, my greatest suggestion is to marry your personal and professional lives. Of course, social networking lends itself so well to this. Take Facebook. Think of your Facebook page as a party at your home. You’ve invited friends from different elements of your life into one room. Don’t offend anyone by overly discussing politics or religion (or the national health care bill). Introduce people who should meet. Don’t be afraid to discuss business, and don’t be afraid to discuss what’s happening in your personal life. Share links to the blog post you just wrote for the firm, the conference you’re about to attend, the vacation you’re about to take, the movie you just saw. As I mentioned last week, one of my highlights from the LMA conference was sitting at dinner when everyone pulled out their smart phones and started friending one another on Facebook. And, as Gina Rubel is right to point out, we’re still carrying on the conversations. Let people get to know you. Get to like you. Get to trust you. Who knows? You might end up building a rapport with your clients that <gasp> leads to new business.

I cannot believe it’s been a week since LMA’s 2010 Annual Conference in Denver, and a YEAR until we meet again in Orlando, April 4-6, 2011 @ Disney’s Yacht & Beach Club Resort. There’s so much to do, see and learn at LMA’s annual conference that you can’t do it all. Lance Goddard is tracking the recaps on his blog Are You Reading These Posts?, and I’m trying to post them all at The Legal Watercooler Facebook Fan page. One program that I did miss was the Wednesday Quick Start Sessions. Quick Start came about to give our newer colleagues (either to the industry or to their careers) a way of gaining insights into the world of legal marketing. My good friend Jonathan Fitzgarrald, CMO, Greenberg Glusker, presented Playing Politics: How to Successfully Navigate the Law Firm Environment. Jonathan presented his five top techniques/considerations for doing so … but, come on, it’s his political scenarios that are too fabulous (and true) to not discuss on The Legal Watercooler. Over the next few weeks I will submit one of Jonathan’s scenarios for us to have fun with … so, let’s have some Friday fun.

Scenario 1:

You are working with a litigation partner, Jim Crane, on a press release regarding his recent trial win. Jim is not particularly marketing focused, and he’s never been a big fan of the firm’s marketing program, so you decide to go out of your way to ensure this is a successful experience for him. During a conversation, Jim specifically asks that you focus the messaging on the fact that the firm has significant breadth and depth when it comes to trying cases. In the initial draft of the release (which only goes to a few people for review and comment), you use the phrase, “Further demonstrating the firm’s bench strength….” You hear through the grapevine that Jim is furious over the release because he interpreted the phrase you used to intimate that the firm “brought him off the bench” to handle this case (that is to say he’s a second rate trial lawyer who happened to win in this instance). What do you do?

I’ve been engaged in social media for a few years now. I started on LinkedIn, launched The Legal Watercooler in May 2008, Twitter soon after … and the rest is history. But, what is that history??

Here are some of my recent speaking opportunities, which were all a direct result of social media and social networking:

  • Social Media Strategies for Small to Mid-Sized Law Firms – Legal Marketing Association (March 11, 2010)
  • Yes, Lawyers need Publicists to (podcast) – PR Insider (January 29, 2010)
  • Blogging, Twittering and Social Networking: The Opportunities and Risks of Using Cutting Edge Internet Resources for Practice Development – Virginia Bar Association Summer Meeting (July 24, 2009)
  • Social Networking for Lawyers: A Roadmap for Success, Los Angeles County Bar Association Small Firm and Solo Practitioner Conference, (June 25, 2009)
  • Online Social Networking Gets Professional: The Pitfalls v. The Rewards – ABANet Webinar (February 19, 2009)
  • Social Media, Twitter & Law Firms (podcast) – Lawyer2Lawyer (October 29, 2008)

In addition to these speaking opportunities, there are the personal relationships I have developed. I have been asked to personally coach a few senior legal marketers to get them up to speed on social media.And I’ve had job offers.

As for my firm, we were in dire need of a presence on the Internet. By blogging, we’re able to differentiate some of our practices, and are now easily found via key search terms. Our strategy is evolving now that we have achieved our initial goals, and we have some nice announcements coming up.

I came across this article in a magazine I was reading, “The Power of Twitter: Still not sure what Twitter can do for your business? Read on,” by Joel Comm. First of all, I know … a MAGAZINE!! But that’s a different story. It was a great article with a focused audience … executives who are still unsure about Twitter. Like any good magazine article, it sucked you in with a personal story:

In the summer of 2009, as the Australian cricket team toured England in the two countries’ biennial contest, singer and actress Lily Allen surprised her million-plus followers by tweeting that she loved the sport and was looking forward to being in the crowd at the next match. Jonathan Agnew, BBC radio’s cricket commentator, saw the tweet and invited her into the studio for a live interview during a break in the day’s play.

It had some great truths and quotable quotes:

Tweets might be limited to 140 characters, but they can provide a direct link to useful contacts. They can communicate brands. And they can build communities that are exceptionally loyal and feel a direct connection with that brand. It’s the kind of relationship that marketers have been dreaming of since the first days of advertising.

Twitter is a personal medium. It works best when posts are delivered with a human voice that has personality and warmth, rather than from a corporation that speaks only through the voice of its PR representative.

Twitter is unlike any other advertising or marketing channel. Its most powerful effects aren’t instant and measurable in the same way as pay-per-click advertising. Its ability to create brand awareness through regular tweets and conversations demands more continued effort than a billboard campaign that can be designed and left to run. But no other marketing channel comes close to its ability to spread a name and guide leads through a process from “know me” and “like me” to “trust me” and “buy from me.”

And, best of all, it got me thinking. And, it made me want to share. And I took the time to look up the author, and I have started to follow him on Twitter. And I was inspired to write a blog post about it. Not too bad. Most importantly, the article has a great message: this whole social media, social networking, social web fad isn’t going away. If anything it is growing and the audience is too great to ignore. This week, for instance, Facebook became the #1 visited website, surpassing Google for the first time. The power of Twitter is not in the 140 characters, or the cute name, or the ease in identifying and building a brand. The power of Twitter comes from the personal messages, the ability to identify and form relationships, and the loyalty derived from these newly formed bonds. As Mr. Conn stated: It’s the kind of relationship that marketers have been dreaming of since the first days of advertising.

I’m still catching up on the 1000 or so posts in my Reader. Dumping stuff of no value, Tweeting out things I like, and now inspired to write a quick blog post.

First of all, when it comes to the “rules” of the social web (networking and media combined), there aren’t too many. Oh, we all have our personal best practices, but there isn’t an authoritative book on social web as there is on writing styles (are you an AP Style or Chicago Manual of Style person??).

I enjoyed What About Paris? (formerly What About Clients?) post Play Time on the Internet is over. Wanted: A few good rules.

You can’t, of course, legislate rules, and enforce them, for the Internet. You can, however, demand of yourself and others–in your own spheres and “virtual communities”–a bit of fair play, credibility and stepping-up:

1. Tell people who you are. Your real identity. Demand that others do the same. Virtual sandboxes are fun for everyone. Make them a separate zone(s), maybe. But anonymity should not be the norm. Exceptions, e.g.: CIA undercover operatives; Cuban, Iranian, Chinese dissidents; abused housewives; serious risk-takers, productive radicals and genuinely-deserving victims.*

2. Be accurate. You just gave us your name. Try to get it right. Work at your content. Don’t waste our time.

3. Be willing to take a hit. Again, you just gave us your name. You’re without armor–we are proud of you. Now step up and take the pain, if you are challenged, criticized or even called a worthless cretin. That’s the freight you pay. Respond if you want. But you have nothing to be ashamed of.

And, finally, our suggestion on anonymous “challengers”. Ignore them. They are rarely worth your time or respect.

That’s about all the rules you need.

I’m sure we need a few more rules, but this is a good place to start.

First of all, I’m seeing a glaring rule that is missing: Transparency.

All of the above rules cover parts of transparency, but not fully. I believe that we on the social web have an ethical obligation to build trust with our readers, followers, friends, fans, etc. We can only do that by actually standing behind what we write and say, without hidden agendas. Include links and hat tips (ht) to the authors from whom you garner inspiration. If you’re shilling a product or program, be up front about it. Nothing kills trust like feeling you’ve been deceived.

So, Coolerites … what say you?? What are your rules for the “Social Web” (ht to Jayne Navarre for introducing me to that term).

I just walked back into my office after spending four days at the Legal Marketing Association‘s annual conference where I spoke on panel, organized the LMA Tweeters, and have volunteered for the 2011 conference advisory committee. I returned to my office this morning to find hundreds of emails that need to be processed, 1000+ new posts in my reader, and a blinking light on my phone. All of which begs the question: where to begin? Here’s how I’m going to tackle my day:

  1. If it takes 2 minutes or less, I’ll do it now (thanks David Allen & Getting Things Done).
  2. Take care of any urgent or time-constrained matters.
  3. Return all partner/attorney calls and e-mails.
  4. Review the 50+ new Followers I have on Twitter, and FOLLOW all the  legal-related tweeps.
  5. Review the LMA registration list and CONNECT on LinkedIn with as many people as I can find.
  6. FRIEND on Facbook all those I am ready to introduce into my personal world.
  7. Get my expense report done.

The Legal Marketing Association‘s (#LMA10) annual conference is over. Moving on to #LMA11 … Orlando, April 4-6. In fact, I’m off this morning to the #LMA11 conference planning committee kick-off meeting. First off, this isn’t a conference recap post. I just want to share a bit about my overall experience from this year’s conference before moving on. If you’re interested in reading the transcript of the conference, you can read it here. Social media made my conference. I was part of a community within a community via Twitter. In 140 characters or less, I was connecting with people I really didn’t know too well. We were having a “conference within a conference” and we were growing as the hours went by. The absolutely incredible part is that the Twitter community wasn’t limited to those in Denver, people were joining in from their desktops across cyberspace. By inviting others to join the LMA Tweeters, individuals from across the country (and Canada) self-identified themselves and were starting to connect before getting on that airplane. At the conference, we were able to easily connect, meet and continue our conversations off line. I think this story about Laura Gutierrez speaks volumes to the value of social media and social networking:

Laura popped up on my radar at the beginning of the week. She was joining the LMA Tweeters and sent me her schedule. She arrived in Denver on Tuesday night and tweeted to see if anyone was going to dinner. She immediately hooked up with Nancy Myrland and Gail Lamarche. Not too shabby company, if you ask me. By Wednesday Laura was tweeting away, and I got to meet her face-to-face on Thursday. Big hugs were exchanged, because we were truly excited to FINALLY meet (mind you, it had only been a couple days since we “met” on Twitter). Laura’s been a legal marketer for three years in Minneapolis. This was her first LMA conference. Through social networking, she was able to identify a group of people to meet upon her arrival at the conference. By joining in on our conversations, she was able to establish a relationship with us, prior to meeting us. Laura joined a group of us for a dinner Thursday night which included Gina Rubel, Adrian Lurssen (better known as JDTwitt), Jayne Navarre, Aviva Cuyler, Rebecca Wissler, Lindsay Griffiths. Not a bad crowd to hang with, plus the meal was one of the best I have ever had. By Friday afternoon, Laura was hanging with us after the conference in the hotel lounge. Our group had now expanded to Tim Corcoran, 2010 conference co-chair David Freeman stopped by, Adam Severson – 2011 conference co-chair, Nancy Myrland, Ross Fishman and several others who came and went as they waited to leave to catch their planes home.

Why am I so inspired by this story?? Because I remember being new in my legal marketing career and seeing so many movers and shakers running about and feeling insecure and awkward, and on the outside looking in. I remember walking into rooms, not really knowing anyone, wondering how to break into conversations without feeling like an interloper. Everyone seemed to know each other and were so friendly, with each other. How was I going to tap into that? Before social media, it took a lot more work and effort to meet people. I got involved in LMA at the national level because Merry Neitlich was looking for volunteers for the Education Committee. We were asked to make an 18-month commitment and it was on those monthly conference calls I began to get to know other members of our community … slowly. It took me YEARS to build my presence in LMA. In fact, I was still blown away that Roberta Montafia knew me by name THIS YEAR!!! I keep feeling like I have to introduce myself to her and other LMA-lifers. I am so excited for our newest members, like Laura, who are able to tap into a resource of people so quickly. We, of course, have already volunteered her for a committee …

Remember when we were going to party like it’s 1999? Well, the technology around me might as well have stopped evolving as Prince took the stage that New Year’s Eve.

I’m sitting on a Southwest flight, typing this into Word, because there is no WiFi/Internet access. People, Jet Blue put WiFi on their flights way back in 2007. I know you’ve announced that WiFi is on its way … but where is it already? It’s worse than waiting around for the iPad to launch. Catch up with the program. (I must say, however, I really, really appreciate the free bag check. Considering mine was filled with Girl Scout cookies, and the skycab didn’t charge me for going over by 11 lbs, I really shouldn’t complain … except I’m writing this in Word and not directly into WordPress).

I’m headed to the Legal Marketing Association’s annual conference where I will be presenting, as well as live tweeting sessions for the next couple days. There’s no universal Internet access in the conference rooms. That’s just unacceptable in this day and age. Yes, I know it’s not the hotel’s fault, that the conference organizers have to turn it on, and that it costs $$ for WiFi access, but come on … give those of us who live, work, breath and blog in 2010 an opportunity to get online! Instead, I was forced to run out to Best Buy and purchased a refillable WiFi card for $130 and spent $30 for a week’s worth of Internet access. Completely unnecessary, but a work around, nonetheless.

And, then there’s my iPhone. Damn I love that bugger. The phone reception sucks. The battery life is a joke. But, Apple, you had me with the Apps. I can check-in online via Southwest, check my Wells Fargo account (no, my tax refund still hasn’t posted), update my DVR via Dish Network, approve blog comments via WordPress, all the while keeping my kids entertained with DoodleJump. Thank Goodness for Brookstone’s iPhone battery extender. Best $50 I ever spent in an airport.

But, come on, people … why do I have to work around your technology failures? It’s not as if I’m asking for too much. Where’s the technology love??

The LMA Tweeters are about to break out in tweets. If you’re following along the #LMA10 search, the traffic is going to pick up tremendously. So, rather than get annoyed, or tune out, focus your “listening” at the conference. I have prepared a list of who is tweeting which sessions for Wednesday, Thursday and Friday. To focus your search, why not following an individual person during that hour? Or, prepare a more complex search (easy to do in either Twitter or Tweetdeck), such as << “#LMA10” and “@heathermilligan” and “@nancymyrland” >> this way you only catch only me and Nancy Myrland chatting about LMA … By using the search tools available to us all, you can focus the message, and, hopefully, enjoy some of the conference with us. I’ll see you in Denver tomorrow!

Track Session Time LMA Tweeters
One: Professional Development Enhancing Your Leadership role Within Your Firm — Establishing and Gaining Credibility 09:00 – 10:00 @kateh32

@meganmckeon
Two: Business Development Creating and Implementing a Sales and Business Development Culture in Your Firm 09:00 – 10:00 @lalaland999

@duetsblog@lindsaygriffith

@rebeccawissler
Three: Strategy Developing Metrics for Measuring Your Marketing ROI 09:00 – 10:00 TBA
Four: Public Relations A Practucum: A Hands-on Exvercise in How to Successfully Develop and Pitch a Story 09:00 – 10:00 TBA
General Session What We Love Most About Our Lawyers – A client Panel 10:30 – 11:30 @heathermilligan

@meganmckeon
One: Service Side Managing Your Professional Repuation 11:30 – 12:15 @lindsaygriffith

@meganmckeon
One: Service Side Law Firm Budgeting Trends 12:15 – 1:00 @meganmckeon
Two: Business Development Practical Applications and Real-World Tactics for Harnessing the Power of the Internet and Research Databases for Competitive Intelligence 11:30 – 12:15

@heathermilligan
Two: Business Development Leveraging Knowledge Management to Increase Efficiency and Improve Your Firm’s Bottom Line 12:15 – 1:00 @heathermilligan
Three: Client Service Current Best Practices for Creating Substanative and Successful Client Teams 11:30 – 12:15 @mbeese
Three: Client Service Creating and Sustaining a Successful Client Feedback Program 12:15 – 1:00 @natslavin
Four: Marketing Technology The Marriage of CRM & ERM 11:30 – 12:15 @lalaland999

@duetsblog@CRMsuccess

@kateh32
Four: Marketing Technology The Digital Firm 1015 – The Changing Face of Professional Services Marketing Communications 12:15 – 1:00 @lalaland999

@duetsblog@kateh32

@lindsaygriffith
General Session Your Honor Awards Announcements – Part 3 2:00 – 2:15 @meganmckeon