Social Mediafor Neutrals
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Transcript of 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
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 ADR Services (c) 2009
Victoria Pynchon, Esq.
We are here
Today’s market is here
Tomorrow’s market
is here
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009
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)
Victoria Pynchon ADR Services (c) 2009
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?
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009
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?
Victoria Pynchon ADR Services (c) 2009
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?
Victoria Pynchon ADR Services (c) 2009
Wisdom Skill Experience Specialty
knowledge Relationship Reputation
What is your unique value proposition to your market?
Victoria Pynchon ADR Services (c) 2009
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009
21st Century Marketing
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009
> 8 million members & 200K lawyers (11/08)
single source of online visibility◦ Fishing line in water◦ Searched by
reporters Continuous
More on LinkedIn
Victoria Pynchon ADR Services (c) 2009
Victoria Pynchon ADR Services (c) 2009
Twitter twitter-facebook link
listsLexTweet
Victoria Pynchon ADR Services (c) 2009
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
http://twitter.com/vpynchon
Facebook Fan Pages
“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
Victoria Pynchon ADR Services (c) 2009
Lawyers to follow:http://Twitter.com@kevinokeefe@minasirkin@ipstrategist@dianelevin@adrianos@vpynchon@SCartierLiebel@blawgreview
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
Victoria Pynchon ADR Services (c) 2009
Victoria Pynchon ADR Services (c) 2009
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
Victoria Pynchon ADR Services (c) 2009