Linked in training re - march 2014

Managing Your Online Brand

©2013 Seyfarth Shaw LLP

What We Will Cover Today

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• Real Estate Group’s BD Strategy

• What LinkedIn is NOT

• Why LinkedIn Is Important

• Building Your Best Profile

• How to Stay In Touch with Clients

• Why Joining Groups is Important

• How MBD Can Help


Our Market Strategy

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• Deepen Seyfarth’ s Real Estate brand externally

• Constantly demonstrate expertise and thought-leadership

• Exhibit national platform

• Offer competitive advantage via innovation and technology

• Be active in Industry Associations


What LinkedIn is NOT

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• LinkedIn is not a fast track to new business

• LinkedIn is not a replacement for customary business development

• LinkedIn is not the only networking you should be doing


Why LinkedIn?#1 Professional Social Network

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According to BTI Consulting Group’s “How Clients Hire: The Role of Legal Directories and Online Lawyer Profile Services” survey:

• 77.1% of in‐house counsel and staff use an online lawyer profile to validate the credentials of a referral.

• 80.8% of corporate counsel and staff use online lawyer profiles when a referral is unavailable

• 93% of Fortune 500 companies have legal department leaders with profiles on LinkedIn


Raise Your Profile: The Basics

• Be sure to include your headshot

• Create an interesting headline

• Customize your URL: www.linkedin.com/in/yourname

• Please DO NOT copy and paste your firm bio

• List your involvement in organizations and charities

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http://www.linkedin.com/in/yourname



Your Value Proposition

• What are the skills and experience that make you unique? • What are you known for in the firm?• What problem do you solve and for whom?

Think: I (verb) (target market) (problem solved)

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• Maintain a robust

online profile

• Tell the story of “you”

and why there is value

in connecting with you

Bad Example“Real Estate Attorney at Seyfarth Shaw”


Raise Your Profile: Updating Your Profile

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Raise Your Profile: Skills

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You are allowed to add up to 50 skills. If you decide to include this section:

• DO NOT list a skill that you are not proficient in.

• Focus on your practice and industry served.

• Pick skills that demonstrate what you have to offer and how your contacts can benefit.

• Select skills that resonate with your target audience.


Raise Your Profile: Skills

To add or revise skills or move the section location, click edit profile and scroll to the Skills and Endorsement section. Then click the “Edit” link to the right.

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Raise Your Profile: Publications

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Published books and articles add to your credibility and help establish thought leadership.


Raise Your Profile: Presentations

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Firm Page

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Consider how Seyfarth can enhance your personal brand.


Promoting Seyfarth Shaw

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Is the firm’s website clearly labeled on my profile?

Am I promoting the firm’s Twitter account?

Do I follow Seyfarth on LinkedIn?

Am I signed up to receive the firm’s alerts and memos?


Following Clients and Prospects

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LinkedIn can also be used as a research tool.

©2013 Seyfarth Shaw LLP19 |

Networking with Groups

• Participating in groups is an effective way to demonstrate thought leadership and build relationships.

• Use groups to share content or presentations, briefings and seminars your contacts would find valuable.

• Consider following groups that your clients and potential clients may be members of.

• Follow regional and national affinity organizations and bar associations.


Sample Groups on LinkedIn

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• The CRE Finance Council (CREFC)

• Commercial Real Estate Finance

• The International Council of Shopping Centers (ICSC)

• CREW Network

• NAIOP Commercial Real Estate Development and NAIOP Developing Leaders


Successful LinkedIn Networking

Networking is about building and fostering relationships.

Important Tips:• Quality vs. Quantity• Send personalized invitations• Follow up with your connections• Provide value to your network• Monitor who viewed your profile and reach out

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Making the most of your connections

• Remember what's most important about this contact.

• Make a note on how you met.

• Tag your contact with customized labels.

• Set reminders to connect.

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What Kind of LinkedIn Member Are You?

• The Absentee. "I know I have a LinkedIn account, but I have no clue what the password is.”

• The Duplicate. "I've set up a LinkedIn account already, but then I forgot about it and set up another one. What do I do now?"

• No Face. 1/3 of the profiles of AM Law 100 partners have no picture.

• Friends with Strangers. You get a 10 for effort but 1 for strategy.

• The Benevolent. These add value to everyone connected to them.

• The Closers. The most successful LinkedIn users. 500+ connections because they are active networking offline.

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Establish A Plan: What kind of LinkedIn Lawyer are you?

What type of participation makes sense for you personally and professionally?

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Action Task Frequency

Increasing connections

• Review Outlook contacts and send invitations

• Review who your current connections know

• Review who has viewed your profile

Once a week to once a month

Post Content • Update status with blog posts, updates, alerts, articles and presentations

• Advise your contacts about webinars, briefings and other events

Once a day to once a week

Engagement and Brand Management

• Engage in group discussions

• Reply to users who send direct messages

• Comment on updates related to key words, phrases, and industries

Monthly to Quarterly


Things Attorneys Should Consider

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Any social media activities should comply with applicable Rules of Professional Conduct and Seyfarth’s established policies.

Rules of professional conduct. The rules may prohibit solicitation of legal work without a previous relationship. Do not ask for legal work without establishing a prior relationship.

Confidentiality must be maintained. Never disclose proprietary or confidential information of the firm or any client.

Protect Firm confidentiality. Do not comment on confidential firm information.

Avoid creating unintended attorney-client relationships. Don’t give legal advice and avoid writing any content that could be construed as legal advice.

Fact-check your posts. Always evaluate your contribution’s accuracy and truthfulness.


Marketing and Business Development Contacts

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Toni Roesslein National Practice Group Manager 73-6458

Lisa Olney Senior Manager - Regional MBD New York/San Francisco/Sacramento

76-3358

Kenya Jiu Senior Associate - New York 76-4656

Trina Bazarte Regional Manager - Atlanta 71-7986

Diana Beaudet Regional Manager - Boston (M,T,Th) 72-4826

Alexis Swenson Regional Manager - Boston (W,Th,F) 72-4826

Maria Raynes-Pelino Regional Manager - Chicago 73-6213

Sarah Guigliano Regional Manager - Los Angeles 75-1555

Aeree Lee Regional Manager – Houston/Washington, D.C. 79-5377


Managing your brand online is a powerful tool

Remember that your online brand is:

• a tactic to help position yourself within the firm;

• a mode of demonstrating your knowledge and

thought leadership; and

• a way to impact the way others view you and

your capabilities.

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Remember to Connect Online to Offline

The strongest online connections and relationships develop

offline.

• Business development is the natural outcome of an authentic relationship

• Business development is providing solutions to problems that should be solved

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Thank you!

Questions??

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Linked in training re - march 2014

Marketing

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