2012 LMATECH - Wendy Bernero - Building a Stronger Law Firm Brand
2012 LMATECH - John Corey - In-House Counsel New Media Survey State of the Market
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Transcript of 2012 LMATECH - John Corey - In-House Counsel New Media Survey State of the Market
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At a Glance
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• Second generation of inaugural 2010 survey• Conducted in November and December 2011• Data analyzed, reported in early 2012• 334 in-house respondents
o GCs, Deputy/Associate GCs, other in-house counsel
• 4.2 percent response rate• Only study to measure how in-house counsel are
using new media + impact on business development
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Key Highlights
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Top New Media Tools – Professional Usage
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Top New Media Tools – Personal Usage
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Blogs
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Prominent Blogs Influence Hiring
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Blogs – Readership Frequency Changing
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Law Firm Blogs Preferred
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LinkedIn the “Serious” New Media Platform . . .
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. . . But Personal Usage is Growing Too
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LinkedIn Personal Usage
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Wikipedia
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Wikipedia Being Used For Research . . .
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. . . Not to Vet Outside Counsel
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Other “Key Themes”
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Hardware Fuels “Consumption on the Go”
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Vetting Outside Counsel
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Which Industry Rankings Matter?
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Which New Media Sources are Most Credible?
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How Are You Using Social Media Today?
“I observe only; I do not participate or contribute to the conversations taking place.”– General Counsel, Fortune 1000 company
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Implications
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Implications•Opportunity exists to self publish via firm-branded blogs•LinkedIn the most captive audience of in-house counsel•Older counsel–40 to 60–are using new media more•“Engagement” not a viable measure for social media ROI•Use Wikipedia to credential lawyers, not to brand firms•Content is king – focus on quality over quantity
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Discussion