Social Mediafor Neutrals

Social Media for Neutrals

It’s Not Your Mentors’ Business Development Model Anymore

Victoria Pynchon, Esq. ADR Services, Inc. © 2009

Jackie Hutter’s Social Media Marketing for Dummies http://tinyurl.com/c6g3m8

Charles Fincher’s law comics http://LawComix.com

Kevin O’Keefe’s invaluable advice

http://lexblog.com

Acknowledgements

Victoria Pynchon ADR Services (c) 2009

http://tinyurl.com/c6g3m8

http://tinyurl.com/c6g3m8

http://LawComix.com/

http://LawComix.com/

http://lexblog.com/

Settle It Now! Negotiation Blog◦ http://negotiationlawblog.com◦ Member of Forbes Business & Financial Network◦ Mediate.com Featured Blogger

IP ADR Blog◦ http://ipadrblog.com◦ Specialty group blog◦ Lexis-Nexis top 10 copyright blogs

LinkedIn Twitter

http://twitter.com/vpynchon http://ipadrblog

Ning & Meetup◦ Founder: Professional Women’s Network of

Southern California◦ Pwnscal.ning.com


Victoria Pynchon, Esq.

http://negotiationlawblog.com/

http://ipadrblog.com/

http://twitter.com/vpynchon

http://ipadrblog/

We are here

Today’s market is here

Tomorrow’s market

is here


These are mediation’s core values

People with expertise want to share it with others

People with access to people are eager to connect you

Social media has spread like wildfire because we want community and we want to be useful to our fellows

Web 2.0 is collaborative and reciprocal


Lawyers don’t read blogs (6/06) No one who’s employed uses LinkedIn (12/06) Twitter is a useless time suck (12/08)

Stephen N. Goldberg, Esq. partner Heller Ehrman (‘72-’08) Dickstein Shapriro (‘08-present)


Control of your “brand” Unlimited access to your market Your market’s unlimited access to you Weak links = greatest opportunities Connection with mass media

◦ NPR◦ Law.com◦ L.A. and New York Times

High profile in local, state, national and international market

Fewer rubber chicken dinners

What’s in it for me?


Business solutions to business problems

Resolution of justice issues◦ Fairness◦ Vindication◦ Revenge◦ Recognition of human frailty◦ Apology◦ Reconciliation

A productive future vs. a rancorous past

Being happy vs. being right

Selling Resolution


Wisdom Experience Specialty knowledge Skill

◦ Evaluative ability◦ Negotiation skills

Results◦ Clients won’t leave $$ on

table◦ Client satisfaction with legal

representation◦ Client satisfaction with

results◦ Attorney satisfaction with

results

Selling the Resolver


Lawyers◦ AmLaw 100 and 200◦ mid-sized firms◦ Solo practitioners

Business◦ Fortune 50 & 500◦ mid-market◦ Small business

People who refer people◦ church/temple members◦ therapists◦ Sports◦ PTA/rotary/clubs◦ Networks (legal; women;

business; professional)

Who is your market?


Bar associations?◦ ABTL◦ Defense and Plaintiff Bar

Associations◦ Specialty bar

associations and sections

Business associations?◦ Rotary◦ Chamber of commerce◦ Specialty industry

organizations

Where is your market?


Wisdom Skill Experience Specialty

knowledge Relationship Reputation

What is your unique value proposition to your market?


Attend bar meetings Serve on bar/section

committees Attend events your

market attends (mine below)

Annual CRF dinner Annual ACCA dinner Annual Public Counsel

dinner Annual Bet Tzedek dinner

Read what your market reads

Speak at Bar events & law firms

Write articles for legal/business publications

20th Century Marketing


Identify your market Identify information your

market needs/wants Identify what your

market reads Identify where your

market congregates Identify your own unique

value proposition

Whether using 20th or 21st Century marketing methods


Make a plan with deadlines◦ One event◦ One article◦ One lunch◦ One seminar◦ One social media

platform Identify who/what you

are selling Put plan into action

Whether using 20th or 21st Century Marketing Methods


21st Century Marketing


An effective internet presence is bigger than a website—it does not come from having a website that can be seen all the time. Effective Internet presence is the ability to communicate and demonstrate expertise. It is what causes people to talk about you online. We network more online now than we do offline.

Kevin O’Keefe, President LexBloghttp://lexblog.com

The blawg experts


Mediation blogs (a sampling): http://mediationchannel.com DIANE LEVIN (hub of all mediation blogs)http://mediatorblahblah.blogspot.com GEOFF SHARP (New Zealand mediator)http://settlementperspectives.com JOHN DEGROOTE (in-house counsel)http://pgpmediation.com PHYLLIS POLLACK Los Angeles SCMA Board memberhttp://schausmediationinsights.com JAN SCHAU Past President of SCMAhttp://firstmediation/blog JEFF KRIVIS of Improvisational Mediationhttp://mediatortech.com TAMMY LENSKI: Queen of Mediation Marketing Blogshttp://idealawg.com STEPHANIE WEST ALLEN: work-life balancehttp://enjoymediation.blogspot.com: JEFF THOMPSON: NYPD Mediator

Aggregators Pundits Scholarly Topical Practical Theoretical

Types of blogs•Subscribe to google alerts•Set up news reader•Follow blogs• Adr• Legal niche• Peace & justice

•Become part of the conversation• News• Blogs• comments


http://mediationchannel.com/

http://mediatorblahblah.blogspot.com/

http://settlementperspectives.com/

http://pgpmediation.com/

http://schausmediationinsights.com/

http://firstmediation/blog

http://mediatortech.com/

http://idealawg.com/

http://enjoymediation.blogspot.com/

Update your blog at least once a week (3x is standard)

Post quality content. Read other blogs/link to

them Be succinct Focus on one niche or

practice area Join a blogging network Register with online legal

blog directories Post comments on other

related blogs

Easy Secrets to Blawg Success


Networking on speed Your colleagues Your colleagues’ contacts Your colleagues’ contacts’

contacts Not just a resume

Blog posts Recommendations Questions and answers Slide presentations

LinkedIn Groups◦ L.A. Mediators◦ Industry Arbitration and

Mediation Group◦ Professional Women’s

Network of Southern California

LinkedIn


> 8 million members & 200K lawyers (11/08)

single source of online visibility◦ Fishing line in water◦ Searched by

reporters Continuous

More on LinkedIn



Twitter twitter-facebook link

listsLexTweet


A is for Asshole, the ABC’s of Conflict Resolution◦ Fan page connected to

twitter account◦ Creation of writers,

publishers, agents, book fair twitter lists

◦ Joining and following book sites http://www.facebook.com/pag

es/A-is-for-Ahole-The-ABCs-of-Conflict-Resolution/172123543445?ref=nf

http://twitter.com/ABCsofConflict


Facebook Fan Pages

http://www.facebook.com/pages/A-is-for-Ahole-The-ABCs-of-Conflict-Resolution/172123543445?ref=nf








“virtual water cooler” in 140 characters or less

People hire and recommend those whose names they recognize and trust as experts◦ i.e., @Labor_Lawyer posts news and views on

employment law & is followed by HR people at Fortune 500 companies

◦ @ipstrategist followed and was followed by Business Week & published short piece in online Business Week as result of twitter

Drive traffic to blog Publicize news Create personal relationships with people

in market Where to find lawyers on twitter

http://lextweet.com

Networking on steroids


Lawyers to follow:http://Twitter.com@kevinokeefe@minasirkin@ipstrategist@dianelevin@adrianos@vpynchon@SCartierLiebel@blawgreview

http://lextweet.com/

http://Twitter.com/

Online Affinity groups◦ Legal marketing http://lawmarketing.ning.com

◦ Professional women http://pwnscal.ning.com

Online presence Free Platform:

◦ Posting to group blog◦ Announcing events◦ Forming groups

Ning communities


http://lawmarketing.ning.com/

http://pwnscal.ning.com/


What about boundaries?

As Anne LaMotte says in Bird by Bird, we each have our own emotional acre and we can do anything we want on it. We can also include and exclude anyone we want.

If you are a private person, draw a clear boundary between your private life and your online life.

You have a multiplicity of selves and you do not need to bring all of them online.

The ones you DO bring online, however, must be AUTHENTIC.

Wherever you market and however you market, follow your bliss


Social Mediafor Neutrals

Business

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