Practical Tools for Law Firm Business Development: Increase your Sales with Social Media Scott Lichtman

1. PRACTICAL TOOLS FOR LAW
FIRM BUSINESS DEVELOPMENT
PRESENTED BY:
Scott Lichtman
Teten Advisors (www.Teten.com) / Vital Access (VitalAccess.net)
scott.lichtman@vitalaccess.net
203-321-8641
Stamford, CT
www.vitalaccess.net
© 2009, Vital Access

2. Overview
Presenter Background

Practical business development tools

Social networks and contact management

 Speaking opportunities and press coverage
 Tracking clients, prospects and trends
 Finding templates and advice to improve productivity
Steps You Can Take Now

www.vitalaccess.net

3. Scott Lichtman Experience
20 years in marketing, business dev. and

online services
MIT (computer science), LSE (economics),

Harvard (MBA)
Ran licensing at Oracle

Introduced secure instant messaging service for law firms

Most recent company built network of 30,000 industry experts for

witness testimony and investor advice
Have used blogs (vitalaccess.wordpress.com), podcasts, webinars,

video streams, social networks (www.linkedin.com/in/scottlichtman),
IM, e-newsletters to expand clientele
Currently working with IP attorneys on business development –

wrote online best practices guidebook
www.vitalaccess.net

4. EFFECTIVE & PRACTICAL
BUSINESS DEVELOPMENT
Scott Lichtman / Vital Access
www.vitalaccess.net

5. Results vs. Efforts
Online Efforta
Online Objective Results
Present “Sure, I’m online and 1-2 hrs upfront +
welcome connections.” 1-2 hrs qtrly
* Credible Prospects who know you 5 hours upfront +
are impressed enough to 2-4 hrs monthly
pursue relationship
** Facilitative Impression is strong; multi- 8 hours upfront +
site presence encourages 6-8 hrs monthly
referrals, speaking, quotes
Leader New clients and orgs. 10 hrs upfront +
approach you as domain 5 hrs wkly
expert
** Sweet spot for most law firms
a Effort is at least 1/3 less per person if a team engages in parallel. Doesn’t
include in-person networking time .
www.vitalaccess.net

6. Business Development & Marketing
is best done as a Team Effort
 There are strong efficiency and impact effects of coordinating business development across a practice
area or entire firm. Avoid a “he/she will try marketing for the firm and see what happens…” approach.
www.vitalaccess.net

7. SOCIAL NETWORKS &
CONTACT MANAGEMENT
Scott Lichtman / Vital Access
www.vitalaccess.net

8. Social Networks, Profiles &
Contacts
* LinkedIn – best for cross-industry business & clients

* Martindale Connected – complete lawyer coverage

Also,

ZoomInfo – automatically collects information from your career

mention online but needs correcting
Plaxo – Outlook add-on that informs you of colleagues’ job/address

changes, good if you have hundreds of contacts
Legallyminded is ABA’s social network; still improving

Facebook – school friends and “hip” factor

Strategy

Build one client-oriented personal profile for LinkedIn and use in

multiple sites
Build a list of everyone relevant you know and connect via 1-2 sites

Find reasons to stay in touch – questions, group lunches, b’days

www.vitalaccess.net

9. Checklist for Your Profile on
LinkedIn and Beyond
Professional headshot photo – clients choose people to work with, not resumes

A noteworthy title – e.g., “Practice Leader in Trademark and Copyright Law” vs.

“Attorney”
Description of your services that speaks to your audience, e.g. “I help your team

design and protect its brand” instead of “Relevant services are trade marks, trade
dress, unfair competition.”
Note all relevant credentials – articles published, classes taught, Bar affiliations,

community awards
Mention industries you have served and public cases – quote that conference

Join online affiliation groups in the network – both alumni groups and respectable

industry discussion forums; 4 – 8 groups is reasonable #
Make connections with clients, affiliate law firms, former employer colleagues, law

school friends – compile your list, import in spreadsheet format, find those already in
the social network to link to; a dozen is reasonable, 25-50 is impressive
If you are available for quotes or speaking, note the topics

Use consistent style across lawyers at the firm; and enter Company profile if available

See this link for a superlative, mock profile example:

www.superlawyers.com/examples/attorney_expanded_profile.html
www.vitalaccess.net

10. LinkedIn Sample One – State Qualifications
in Terms of Client Benefits
I help clients design and protect their brands - including

naming selection, copyrighting original content, implementing
e-commerce sites, negotiating licensing rights, monitoring
competitors’ use of similar ideas and litigating/settling
disputes.
In each situation, I teach my clients the most relevant legal

considerations around the world, enabling your management,
marketing, inside counsel and other teams to make informed
decisions and trade-off business protection with agility and
cost considerations.
Together we evaluate and apply each tool available to you,

including trademarks, copyrighting, design patents, and unfair
competition law.
From www.linkedin.com/in/annesterba. Text is from a Vital Access attorney client.
www.vitalaccess.net

11. LinkedIn Sample Two –
Establish Credibility
[NAME] represents clients in general corporate, antitrust, intellectual

property and business litigation matters. His practice focuses on
assisting clients in navigating the unique challenges that
businesses face in the rapidly growing e-commerce market. He is
an attorney in [FIRM’s] Corporate/Securities, Business Litigation
and Intellectual Property Practice Groups.
[NAME] is a founding member of the firm's Brand Equity and
Strategic Distribution Group. He helps companies devise
distribution strategies that focus on growing and promoting a
company's brand in the ever-evolving online marketplace. Previous
strategies have successfully limited unauthorized resale of product
in various online markets (eBay, Amazon, etc.) and have quelled
the importation of grey-market and counterfeit products by targeting
a myriad of international websites (Alibaba, Marktplaats, eBay.de,
etc.).
[NAME] is a member of the Anti-Trust and Litigation sections of both
the American Bar Association and the Boston Bar Association.
From www.linkedin.com/in/morgann. This content is not associated with a Vital Access client or colleague.
www.vitalaccess.net

12. LinkedIn Sample Three – Indicate Your
Specialties within a Practice Area
I have worked extensively with both manufacturing and non-

manufacturing technology entities, such as universities and the NIH,
and have developed expertise in assisting in the transition of
technology among such organizations. I focus on both the planning
and execution of intellectual property strategies for both emerging
and mature businesses. I and my colleagues participate often in
intellectual property-related business activities such as due
diligence inquiries, freedom to operate analysis, portfolio planning,
and opinion writing. While I have background in wide ranging
technical fields, my recent work tends to concentrate in
chem/bio/pharma, medical devices, and in nanotechnology. I look to
integrate intellectual property in the overall scheme of business
planning in order to maximize cost effectiveness.
 I am a senior partner in one of America's largest law firms dedicated
solely to patent, trademark and copyright law. While I have a
background in intellectual property litigation, in recent years, I have
concentrated upon client counseling, patent planning, patent
procurement and the business opportunities and challenges which
attend these activities
From www.linkedin.com/pub/1/a2/424. This content is not associated with a Vital Access client or colleague.
www.vitalaccess.net

13. Martindale Connected Sample
Account
www.vitalaccess.net

14. Plaxo
An add-on to

Outlook
Checks if your

contacts are
among its 10m
members, then
keeps their job
and address
information up
to date for you
(if you mutually
agree)
Now also

updates you on
their questions,
blogs,
connections
www.vitalaccess.net

15. GETTING THE WORD OUT
Scott Lichtman / Vital Access
www.vitalaccess.net

16. Broadening Your Presence
Strategy

Focus on 1-2 compelling themes that drive new business, for

branding
Repurpose your content, for efficiency

Get published on others’ sites, for awareness

Tactics

Systematically seek speaking opportunities

Be quoted in an article or blog

Use surveys and Q&A to create dialogue around you

www.vitalaccess.net

17. Find/Create Speaking
Opportunities
Hone a speaking theme that’s business-oriented,

interesting to clients, timely and repeatable
Optional: back it with a survey or paper

Build a list of associations and partner firms that use or

would value speakers
Focus on a few associations you will spend time with, but make it

easy to contact other organizations with letter/call
Optional: find affiliates with complementary themes to co-present

(eg financial firms), or moderate a panel
Nurture your pipeline of speaking opportunities

www.vitalaccess.net

18. Sample Speaking Topics for IP
Law
“Before” Topics:

Trademarking primer; Licensing Do’s and Don’t’s; Trademark vs. Trade

Dress
“After” (identified a target market and their interests, wrote letter &

Protecting Your Fashion Brand in Tough Economic Times – Budget-Conscious Trademark and Copyright Steps
abstract):
You Should Take Now
The current economy isn’t limiting the creative ideas at fashion firms, but it is forcing them to think deeply about how
much to invest in protecting their brands. Holding back on protection now saves budget, but it can cause a high-potential
brand to lose profitability just when success arrives. In this presentation, NAME explains the cost-effective steps that
fashion firms should take now to protect their names, designs and products. She draws on case studies from well-known
brands including clients of her own. Questions she addresses include:
•Why have copyrights, design patents, trade dress and unfair competition protection been limited in protecting fashion
firms? How can you select from among these protections?
•How to pick and protect names for your company and product lines.
•How do you best defend against copycats and ensure you’re not sued as a copycat of a brand you’re not aware of?
•How is brand protection diluted when your items appear on sites like Facebook, YouTube, or eBay?
•What protective and value-enhancing steps must you take before distribution and marketing licensing agreements? What
about when you’re outsourcing manufacturing?
•When is it worthwhile suing, or threatening to sue, infringing brands?
www.vitalaccess.net

19. Sample Speaking Opportunity List
List of 40 speaking opportunities for IP lawyers in pharma, e-commerce, fashion sourced from industry
calendars, blogs, Gary’s List, industry associations. Build once, little maintenance thereafter.
www.vitalaccess.net

20. Backing a Presentation with a
Write-up
• Sample paper produced by a
law firm
• Became basis for a college class
• Simpler approaches include:
• Share your talk slides online
(www.slideshare.net or LinkedIn)
• Have a junior staff member or
organizer blog your talk for you

21. Distributing Your Content
Reporters and bloggers are seeking content

Pick 1-2 compelling themes you will promote repeatedly

Build list of 10 writers you read and want to be covered by

Friendly bloggers will reprint anything of value / interview you

Reporters want ideas for trends and colleagues to quote,

including you
Create a dialogue that gives you content

Build a quick online survey of market concerns and publish

results
LinkedIn has a Q&A section for quick polls

Zoomerang.com is one free survey builder

www.vitalaccess.net

22. Sample Article Quote
I let the writer know my interest, introduced her to
others for interviews, and became the lead quote.
www.vitalaccess.net

23. Sample Q&A in LinkedIn
I used this question and 4 responses as the
basis for a consulting proposal to a midsize
financial firm and obtained new contacts in the
investment field.
NAME
NAME

24. Sample Survey
• 6-question survey designed and published in 60 minutes for free at zoomerang.com.
• Survey responses also identify prospective clients and the best ways to reach them.
www.vitalaccess.net

25. TRACKING CLIENTS, PROSPECTS
& TRENDS
Scott Lichtman / Vital Access
www.vitalaccess.net

26. Use a Blog Reader as Your Personal
Client/Prospect Tracker
Blog readers can work as a page in your browser

Compile the most relevant alerts, advice and business news in one

page that’s always up to date
Event (speaking oppty) calendars can be read in blogs,

e.g. GarysGuide.org for comprehensive NYC area tech events
Google and Yahoo accounts let you monitor custom searches every

day in your blog reader, e.g. any news about clients
www.vitalaccess.net

27. Read Blogs for Legal/Business
Commentary
Try ABA’s blawg directory or Larry Bodine blog, highest rated for law marketing

www.vitalaccess.net

28. IMPROVING PRODUCTIVITY WITH
TEMPLATES & ADVICE
Scott Lichtman / Vital Access
www.vitalaccess.net

29. Sites with Sharable Resources &
Advice
JDSupra.com

Free online publishing for legal documents and work product

Includes court filings, decisions, forms, articles, newsletters

Suggested: try a few document searches to validate depth

Precydent.com

Specialized search engine for law cases, government regs and

forms
Fastcase.com

Access to decades of state and federal case documents for

$95/mo.
LegalOnRamp.com

Social network of a few thousand, best for advice sharing

Robert Ambrogi’s blog tracks useful web sites for lawyers

www.legaline.com/lawsites.html
www.vitalaccess.net

30. NEXT STEPS
Scott Lichtman / Vital Access
www.vitalaccess.net

31. Achieving Traction
Pick modest goals to start

1-2 “Credible” presence actions, plus

1-2 “facilitative” networking activities

Agree that a critical mass in the practice will participate

Reward staff for being the go-to’s for a technique

Consider additional resources – writing, speaking

arrangements, data input, – to supplement your time
Allocate time each week / move purposefully

www.vitalaccess.net

32. Suggested Early Steps
Connect

LinkedIn & Martindale Connected profiles & connections for

everyone
Plan to touch ‘x’ contacts / month / person… & measure activity

Be recognized

Identify 1+ theme per practitioner you will demonstrate expertise

in
Use 2+ outlets for your ideas and materials outside MLC website

Reach out

Identify 2+ associations or affiliates you will invest in co-

marketing
Senior practitioners to organize 3+ presentations/gatherings per

www.vitalaccess.net

33. Contributing when You’re not the
Most Senior Professional (Yet)
Perform research, draft surveys and papers for industry themes

Be credited as co-author

Reach out for your partners’ speaking opportunities

Begin relationships with influential associations

Get invited on committees

Be the firm’s eyes and ears on important trends and issues

Coordinate events at your practice or at an association

You are the host for speakers and every guest at the door

Be a technology or marketing champion, e.g. coordinate LinkedIn

Hone your skills for promoting your brand and that of your firm’s

www.vitalaccess.net

34. Starting Checklist
Are all your contacts stored electronically?

Have you identified ideal prospective clients?

What prospecting techniques work best for you, and

which online techniques complement those?
How much time can you invest in client development

and how can you leverage others’ time?
What associations, complementary firms, affiliate law

firms, are you prepared to invest time with?
What topics are you especially well qualified to speak

about (versus others in your specialty)?
www.vitalaccess.net

35. Client Development is a Relationship
Skill…
…but online tools make it easier.
www.vitalaccess.net

36. PRACTICAL TOOLS FOR LAW
FIRM BUSINESS DEVELOPMENT
PRESENTED BY:
Scott Lichtman
Teten Advisors (www.Teten.com) / Vital Access (VitalAccess.net)
scott.lichtman@vitalaccess.net
203-321-8641
Stamford, CT
www.vitalaccess.net
© 2009, Vital Access