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I will be co-presenting at the Legal Marketing Association‘s annual conference (March 10-12 | Denver, CO), along with the esteemed Jayne Navarre and Russell Lawson on Social Media Strategies for Small to Mid-sized Law Firms (Thursday, 4:00 – 4:45). Each of us jumped into social media and social networking with both feet and we haven’t looked back. We’ve blogged on the topics here, here and here. We’re regulars on Twitter, LinkedIn, MH Connected, and Legal OnRamp. We’re checking out the Wave and the Buzz to discern the applicability to the legal industry. We’ve spoken at different conferences, radio programs, webinars and seminars for different audiences across the country. And while we’re all three great friends, and forward thinking, we don’t always agree. Which makes this all so interesting. So, we’re ready to move the conversation to the next level. No more “you really should be doing social and this is why.” No more “what is Twitter” or “why should I have a blog.” This program is designed for the senior marketer who is already engaged in social media and social networking. As moderator (and participant) of the session, Jayne has posted her outline on her Virtual Marketing Officer blog. Take a look. What are we missing? What would you like to hear from us? Now’s your chance to speak up … your ideas are welcome! I’m looking forward to seeing you in Denver. And, if you can’t make it, not to worry, you can follow the conference at #lma10.

According to this article in the Wharton School’s Knowledge@Wharton periodical, it’s crowded enough to need some consolidation. The specific spaces such as Martindale Hubbell Connected or Legal OnRamp may not be at risk (yet?), but the large networks are certainly encroaching on each other in a way that suggests that some may need to merge in order to preserve their feature development, community density and critical mass. Whether the business model is advertising to eyeballs or transmutation to a paid membership, the larger the number, the greater the revenue potential.

One such example, for me, is LinkedIn.com and its ilk. Naymz.com and Plaxo.com are two places for professional and contact data where I have profiles, but for which I am only intermittently attentive. I get occasional messages from each, folks looking at my profile or looking to make a connection, but I do not employ either for that purpose. Naymz.com messages me that my profile has been viewed, but then requires a paid membership for me to access any information on the viewer. Plaxo.com lags behind LinkedIn.com in feature development, although its early online address book iteration was the first to allow Outlook contacts to be uploaded “automatically” from the outlook.adb file. If LinkedIn needed either the reputation rating feature or the developers and contacts base, I wouldn’t weep over the consolidation of either of these. In fact, I am looking for ways to avoid posting and maintaining multiple profiles. Social network management sites, take notice.

The Wharton article is instructive in its examination of potential in the online social media space, for which they see a lot of expansion. But, as Google has demonstrated and was confirmed in the recent Facebook-FriendFeed acquisition, the need for intellectual capital and feature expansion may lead to some near term grabs that will consolidate the online social space further. The niche potential is not well defined for smaller communities, but the battle lines are clear in the fight for mass use.

Are there any sites you or your firm/lawyers are using that you wish would disappear into another platform? How do you manage multiple profiles?

Back from vacation, $1500 in cash lighter and 4 lbs heavier. In the meantime, my Google Reader registered more than 1000 posts. Here are a few highlights (in no particular order):

I really enjoyed 50 Web Resources for the Suddenly Solo Lawyer by Jim Calloway and Allison C. Shields. But one thing lacking in the article were marketing, business development and sales resources for the legal professional.

I’ve asked some of my esteemed readers (Jayne Navarre, Nancy Myrland and Greg Lambert) for their must have blogs, resources and Websites. If we’ve missed your favorites, please share in the comments section.

BOOKMARKS WE CANT LIVE WITHOUT

SOCIAL NETWORKING
You should know by now how to find Twitter, LinkedIn, and Facebook, but here are some third party applications and other social networking applications that we can’t live without.

  • FriendFeed – share online content with your network
  • Legal OnRamp – a collaboration system for in-house counsel and invited outside lawyers and third party service providers.
  • LexTweet – lawyers and legal professionals who Tweet
  • Martindale Connected – a professional networking and online community for lawyers and legal professionals.
  • Ning – create your own social network
  • Seesmic – manage both Twitter and Facebook
  • Tweetdeck – manage your Twitter streams on your desktop, iPhone
  • YouTube – create and upload your own videos and stream onto your website

BLOGGING PLATFORMS

  • Blogger – free blogging software
  • LexBlog – legal blog developers and consultants
  • Typepad – free blogging software
  • WordPress – free blogging software

LEGAL MARKETING BLOGS (Twitter follow)

LEGAL NEWS BLOGS/WEBSITES

GENERAL MARKETING, PR, BUSINESS DEVELOPMENT, SOCIAL NETWORTING

PROFESSIONAL ASSOCIATIONS

BLOG/CONTENT SYNDICATORS

RANKINGS
Love them or hate them, here’s how to find them

Oh, we’re all quick to point out the law firm layoffs, the end of lock-step salaries, the postponement of OCI programs, and more job deferrals (all brought to you by Orrick).

But there are actually some companies out there trying to help.

LexisNexis recently rolled out their Lend-a-Hand Program which includes:

While not a perfect program, it is a beginning and definitely a step in the right direction.

I asked Dave Danielson, VP and Managing Director Small Law Client Development, LexisNexis, a few questions about the program, Cooler-style:

Q. Why is the program limited to firms with 50 or more attorneys?

A: The LexisNexis Lend-a-Hand program is available to all U.S.-based attorneys who recently worked for a law firm with more than 50 attorneys and are currently unemployed. We decided to offer it to this group of attorneys as large law firms have been most affected by the economic downturn in terms of layoffs. We decided it was important for LexisNexis to help this group of attorneys at this time.

Q. Are you planning on doing anything for the 2009 law school grads who have been “deferred” until next year … and whom I am hearing through the grapevine, will be subsequently fired.

A: Well, we certainly hope your grapevine sources are not correct on this but, to answer your question, Yes, LexisNexis launched a program entitled, “Associates Serving Public Interest Research Program (ASPIRE),” which provides complimentary LexisNexis access to deferred fall associates pursuing public interest work (non-profit or charitable). Complimentary LexisNexis access will be provided throughout these graduates’ public interest employment periods, up until September 2010. More information for interested graduates can be found here.

Q. What about the Class of 2010. Their job prospects are minimal as well.

A: We are hopeful that next year will indeed be a new year and things will have turned around. However, I think LexisNexis will always try to do what they can for our customers in need and we have demonstrated that with the ASPIRE program and Lend-a-Hand program.

I think most firms are beginning to accept that the economy (and the work load) will not simply “pick up” next year.

With more firms delaying the start dates of their 2009 first-year associates into 2010 and beyond, I hope that LexisNexis continues to see what they can do to assist these young men and women whom I have heard dubbed the “lost generation” of lawyers. With no jobs to speak of, yet mounting law school debts, these young lawyers will not have the opportunity to learn the skills necessary to begin their legal careers.

What I find most exciting about Web 2.0 is the effect it has had on how we approach marketing and business development, especially for lawyers and law firms.

I like to quip that Google killed the Martindale-Hubbell Rankings as we knew them (I said “quip,” it’s more complicated than that).

Because of Google, a general counsel no longer needs to pull a book down from his shelf to find the lawyer he is looking for; he just needs to Google the attorney or firm, or search on a key term. Coupled with law firm Web sites, a GC is, in many cases, able to find that specialist that they need, without depending on referrals.

But I digress.

I have found that Web 2.0, specifically blogging, LinkedIn, Twitter and Facebook, has changed the way we get to know, like and trust people in business.

Back in the day, I would coach an attorney to always try and meet with his or her client in their office rather than in a conference room. This would allow the client (or the attorney if they are at the client’s office) to take a look around. Look at the pictures, the knick-knacks, the awards. What magazines are sitting out? This personal setting would allow the client (or the attorney) to get a feel for who the attorney was as a person.

I encouraged attorneys to have personal items of interest in their office: A wine magazine; a photo of the attorney on the NCAA Championship basketball team; pictures of the family on vacation. (I also had them remove anything questionable or offensive.)

The overall goal was to to coach the attorney to look for common interests, things that they can touch on and start to build a personal relationship with the client, because we know, with all things being equal, clients hire attorneys they know, like and trust.

At a recent conference, in the midst of a Tweetup (a gathering of Twitter users), we started talking about how back in “the day,” you would meet someone AND THEN you would get to know, like and possibly trust them.

Web 2.0 has changed this.

In today’s world of social media and social networking, we get to know, like and trust someone BEFORE we ever get to meet them face-to-face, have a telephone conversation, or even exchange e-mail.

Think about your personal experiences getting to know me.

  • Many of you have seen personal pictures of me (who can forget 80s Hair Weekend on Twitter) and my family.
  • You know my personal opinions on many topics, both professional and personal.
  • We have uncovered personal connections (Vivian Hood is married to Darl, my grandmother’s name is Vivyenne Darl – go figure), and hidden commonalities (Girl Scouts, anyone??).

You have, in many cases, already determined whether or not you know, like and trust me. And while most of us will never meet face-to-face, you have already formed an opinion of who I am.

In fact, it can be months, even years, before you FINALLY meet the person you are networking with online, yet those bonds have already been established and built upon, (Jamie Mulholland, I’m talking about you!)

The same is true for the attorney/client/referral source relationships.

Through social networking tools, attorneys are identifying hidden relationships via LinkedIn; they are showcasing their knowledge through blogging; they are allowing the personal side of their personality to come through on Facebook; and, yes, they are building relationships that are turning into referrals and new business on Twitter.


If you are a lawyer in the favorable position of moving laterally, this one’s for you. I’m sure the COOLER think tank can add some more. Go for it!

Thinking outside the box…. for lawyers who are anticipating a move, or are being forced into a move, it might help you to have some of this in the playbook–so to speak –and be ahead of the game.

The Lateral Publicity Checklist:

  1. Save critical files to flash drives. Be mindful of proprietary work product.
  2. Update your Web profile. Make it match as closely as possible to the format of the new firm. Craft it to speak to benefits and value proposition, not just features.
  3. Upload your contact list to Plaxo. Your moves and your contacts’ moves update automatically in your address book (with a few clicks). Realizing that not everyone in your contact list is on Plaxo, it’s still a really great (and overlooked) tool.
  4. Secure digital copy of attorney photo. Don’t waste any time getting an updated photo done to match the new firm’s web site. Alternately, shell out the $250 to get a really good one. Show your firm you are willing to invest in your own success. (Entitlement is a thing of the past.)
  5. Write a short, to the point, press-worthy profile to be used with media releases. (This is different than web profile.) Don’t wait for the law firm marketing staff to have to pull it out of you. Help yourself by helping them. They ARE your advocates. They want you to succeed. They are on your team…right?
  6. Then, relinquish authorship. They are the pros.
  7. Respond immediately to all requests from new firm’s marketing department.
  8. Have marketing department prepare and print new business cards before start date.
  9. Search online for all iterations of your name. (Marital and pre-marital name too. While your at it, make sure your relatives and your mate have respectable foot prints. Oddly enough, it matters.)
  10. Search your name AND your old firm(s) + your name on MSN, Google, Yahoo, Twitter. Print off results and file.
  11. Set up a Google and/or Yahoo alert with your name and new firm/old firm.
  12. Do a search of your name every 2 weeks just to make sure things are moving forward with name association with new firm. Don’t forget #yourname or #yourlawfirm on Twitter.com.
  13. Begin building new content to push down any mentions of you with previous firm. (Sign up for new sites – see below)
  14. Update ALL social profiles as soon as possible. This will also send out update alerts to those in your networks.
  15. Mention your new firm name in any status updates on FB, LinkedIn, Plaxo, etc. several times in the first 3 months. Don’t forget to Tweet some content.
  16. Add a line to the beginning of your email signature: Please note new address. Keep it there for several months.
  17. Join JD Supra. Open profile with new firm information. Upload articles…quickly. They will likely return high on search result indexes.
  18. Join ABA social network Legally Minded, Legal OnRamp.
  19. Flesh out articles that you can re-purpose for publishing on new firm Web site, guest bloggging, Legal OnRamp, JDSupra, Legally Minded, etc.. They don’t have to be long. They need to have keywords and make sure that your by line reflects your new position. Get exposure. Get noticed.
  20. Press release should go to as many digital and print outlets as possible including law school, undergrad, and military alumni publications, as well as standard regional, national or international print media outlets. Don’t forget your hometown newspaper. Mom will love it. You never know where new work will originate. It’s all about connections.
  21. Notify directories. E.g. Findlaw, Martindale Hubbell, Chambers, Best Lawyers. New versions typically come out in the spring and early summer….hurry!
  22. Notify all organizations for which you might be listed as a board member or even on a membership list. (This may turn up in your Web search.)
  23. Create eNewsletter announcement for new firm’s general mailing list. Include your photo.
  24. Send hard copy letter to all clients letting them know of your new move. (I have a sample) Welcome them to inquire about your new firm –if this is not disallowed by any agreement with old firm.
  25. Send out personal email to your contact list (which you exported from Outlook to a CSV or Excel file to a flash drive…. see #1). Make it memorable. Include a photo and something unique about your new firm and how you make it stronger. Your new marketing department may have a branded template for your use. ALWAYS coordinate with your marketing professionals.
  26. Make a list of 15 people you should call or take to lunch in the next 90 days.

Advanced efforts include:

  1. Notify local, regional, national reporters that YOU know. Feed them background information on special topics or areas of interest. Or, provide your marketing PR folks with that information so they can help you. ALWAYS listen to your marketing people. My bets are that they know what they’re doing.
  2. Follow niche topics on Law.com and add comments to blog posts. Particpate in the social Web generally. Join the conversation. Pick your spots. There are dozens of special interest blogs – e.g. www.greenbuildinglawupdate.com
  3. Send internal email to your new partners (and associates) with a personal introduction. (not a mass email)
  4. Walk the halls and say hello. Not just once, but a lot. Have coffee, (If you’re in Minnesota this is not a problem. There are more coffee joints per square foot in the Skyway than any other place on earth. 🙂 ), do lunch, make time to establish key relationships. Talk to your marketing department for direction. They KNOW. Those key relationships aren’t always obvious.

Enjoy the adventure and congratulations!

Disclaimer: This post is cross posted at www.virtualmarketingofficer.com

I attended the Legal Marketing Association – Los Angeles Chapter lunch today, featuring Susan Hackett from the Association of Corporate Counsel.

As many of you know, for the past couple year’s ACC has been working on a Value Challenge for the legal community.

Ms. Hackett commented that while this is a client-driven initiative, law firms need to be ready to respond and to have meaningful conversations around these issues. Her message today is that the clamor we’ve been hearing is building to a roar, and action will be taken.

Today’s program focused on the next step … a Value Index for lawyers, legal practices and law firms. The ultimate goal of the Value Index is to develop trust and legacy between the client and attorney, rather than just one-off cases or matters.

ACC is looking to create a collaborative social media network to expand the list of law firms that corporate American can call upon. They are looking to even the playing field between big-law, solos, regional firms and boutiques. The ultimate goal is not to reduce the cost of legal services, per se, but to ascribe a value to the services provided.

As currently envisioned, the ACC Value Index will not be a ranking, á la Martindale AV Ratings or Chambers, but a “score card” system. It will be a place where clients can go and assess the VALUE they ascribe to the attorney/client relationship.

So what will go into the “value” of an attorney, practice or law firm? ACC is still working that out, but so far profitability, client satisfaction, attorney attrition rates, firm efficiency, pro-bono and green initiatives are all under consideration.

What will the Value Index look like when it’s rolled out? That’s what ACC is working on right now.

ACC needs to be commended for taking their time, engaging both the consumer and provider of legal services into the discussion. As they travel the country, having conversations with groups such as the Legal Marketing Association, Marketing Partner Forum, as well as at their own regional sessions on the topic, I encourage all of you to join the conversation and voice your opinions.

Many thanks to Barbara A. Finley, Finley Consulting, for her contributions to today’s post.

Change is in the air. Change is all about us. And change is hard. But hang in there. Don’t close your eyes to the light at the end of the tunnel.

This is the year that TV changes from analog to digital. Is your TV ready? Did you know that the U.S. government has spent $1.34 billion preparing those without cable or satellite for the change? Yet, according to the National Association of Broadcasters, there is only 92% awareness of the change. With 72 million TVs operating on rabbit ears, that’s a lot of people who will be without their Oprah on February 17th.

Law firm websites, blogs and Google searches have changed the way we search for and find lawyers. While some companies are adapting well to the change, others are withering on the vine.

The same holds true for print media. With circulation down and stock prices tanking, how will print media survive? Some innovative editors, such as BusinessWeek.com’s editor-in-chief and “Digital Journalism Advocate” John A. Byrne, are embracing the change.

The Legal Marketing Association is also in the middle of change in regards to their listserv technology. In December, the Association rolled out LMA-Connect, which will soon replace the listserv.

Since its inception, the listserv provided an e-mail ready tool for the membership to ask questions and receive replies from their peers. There were no opportunities to customize the delivery of messages, and the archive/search capabilities were poor, to say the least.

With his permission, below are Per Casey’s, chair of the LMA Technology Committee, comments on the transition:

By way of some background, the decision of the LMA to move away from the listserv to LMA Connect was not made in haste. From what I’ve experienced and heard, it’s been a topic for discussion for years as many members voiced frustrations with the ‘serv’. It was only last year that we found something (eGroups) that seemed like it could meet our needs. eGroups is from HigherLogic a company that makes software for associations like ours and they’ve taken into consideration many of the needs and challenges we face.

In the end, the main reason for the decision to change systems was efficiency. Numbering over 3000, the LMA membership can’t effectively communicate using one straight listserv. We simply have too many different interests and the potential for too many discussions to cram it all into one thread. The listserv was (or is) great for its directness, everything coming through one pipe, but consider that there are 800 people subscribed to the listserv and, typically, only one to three conversations happening at any one time. That seems anemic to me.

With LMA Connect there are several topic-oriented groups and each could have several different threads, all of which can be easily pulled out and reviewed independently without having to read through a long string of emails, footers, disclaimers, HTML and other distractions.

I know it’s going to be a bumpy migration. We have anticipated that. But in a few months, if not sooner, I think that most of us will look back on the listserv with nostalgia for a bygone application that didn’t hold a candle to the new system. If not, we can always subscribe to Larry [Bodines]‘s listserv and have the best of both
worlds.

Upgrading technology and adapting to change is never easy, but that is not a reason to avoid doing it. Change is different and change is hard. But hang in there. The light at the end of the tunnel might just be the sun.

The 2.0 ball is in full swing. The invitations have been sent out, the limos rented, and I’ve already found me a date.

The world is a Twitter, we’re hooking up with old friends on FB, and connecting and networking on LinkedIn.

Legal OnRamp, JD Supra and AVVO came along, catering to a specific need in the legal marketplace. They’ve got traction.

And, now the rest are sssslllllooooowwwwwllly coming on-line. Each new 2.0 application comes with promises of being new, better, cooler, different. Yet most seem outdated, clunky and difficult to use.

Riddle me this: If what I am doing works for me, and is working well, why should I abandon it and try something different? And, from what I’m hearing from my peers in the marketplace, they too are pretty satisfied with the 2.0 tools they are currently managing. There is room for improvements and enhancements, but not for more of the same.

It’s December 2008. Where’s the need now for Martindale Connected? I like the product. First heard about a year ago. It still hasn’t launched, and who knows how much it will cost when if finally does.

The ABA’s Legally Minded rolled out this week to lack-luster reviews. In addition to the frustrating registration process, I can’t figure out why I would need Legally Minded when I’ve got Legal OnRamp? And LinkedIn. And Twitter.

Unless your new application can fill a need not currently being met, or can improve on a current product (like Tweetdeck), I’m not interested. My 2.0 dance card is filled right now.