Natalie Alesi
@legalerswelcome
@kraftkennedy
www.kraftkennedy.com
Linkedin.com/in/nataliealesi
alesi@kraftkennedy.com
Determining a Platform to Fit Your Goal
Social Media Series: Part 1 of 4
ILTA Webinars
Session Hashtag #ilta
What are we going to talk about?
Internal and External Social Media
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Law firms, lawyers and clients
are using social media:
Externally: raising brand awareness, establishing expertise, and business
development.
Internally: employee communications, collaboration, knowledge management,
internal processes and workflows.
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
How do I…
…determine which platform is best for
my firm, my department, my practice or me?
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
The Internal Socials
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
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Know what technology is available
Know what technology your firm owns
Know what technology is being used by your attorneys and staff
Know what technology is being used by clients
Understand users mobile habits
Understand users current knowledge on the technologies
Establish sponsors in your firm
Establish a focus group
Understand business needs and where communications fit into that need
Let it grow organically, but strategically
Think outside the box
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Biggest Challenge?
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Generation Now?
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
What happens when a node breaks?
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com











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Know what technology is available
Know what technology your firm owns
Know what technology is being used by your attorneys and staff
Know what technology is being used by clients
Understand users mobile habits
Understand users current knowledge on the technologies
Understand users personality types
Establish sponsors in your firm
Establish a focus group
Understand business needs and where communications fit into that need
Let it grow organically, but strategically
Think outside the box
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Case Study:
Penn State needed to
launch a new social
intranet.
(And it needed to be
done in 7 weeks.)
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
purpose
Purpose, but no
social network
Clear purpose
and social
social
No purpose,
not social
All social,
lacks purpose
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Bevin Hernandez
– Penn State – Presentation E20 Conf
Session Hashtag #ilta
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Christopher Finn, VP Microsoft E2Conf
Session Hashtag #ilta
http://www.youtube.com/watch?v=0Y6aceiLzCI&feature=share&list=TL26vJGeB9bekF
X6GR-FrlV-tcxfqhO4CA
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
The External Socials
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
How do I…
…determine which platform is best for
my firm, my department, my practice or me?
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Research a practice, your competition,
your clients, your new hires.
Everything has gone digital. Everything.
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Depth
Strategic Goal
Evolve
Reaction time
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Media rich
Depth
Text
Fast
Slower
Time
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
External
Internal
SWOT Analysis
Firm, Department, Practice
Favorable
Unfavorable
Strengths as Firm/Department/Practice
Attorneys ranked in top 40 under 40
Known for xyz Practice
Local Political Support
On the xyz Board
Weaknesses
Branding
Outdated website
Lack of Practice Leader Support
Opportunities
Attract local companies
Fixed Fee
Threats
Firm A
Firm B
Firm C
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Media rich
Depth
Text
Fast
Slower
Time
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Christopher Finn, VP Microsoft E2Conf
Session Hashtag #ilta
Current in Social
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Pulse replaces LinkedIn Today News
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Twitter is publically traded
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
JPMorgans #AskJPM is an Epic #Fail
Session Hashtag #ilta
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
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Get a sponsor
Educate those on the team, stakeholders
Conduct interviews with your ‘people’
Align with firm business strategies to social
channels
Understand what is currently being done on an
individual and practice level with social
technologies
Talk and engage with your clients
Client Online Analysis
Competitor Online Analysis
Understand the differences in platforms and
audiences
Research and brainstorm ideas
Find the Magic Quadrant
Resource – Gartner Magic Quadrants
Kraft & Kennedy, Inc. Developed for ILTA Webinar Series
www.kraftkennedy.com
Checklist
Natalie Alesi
@legalerswelcome
@kraftkennedy
www.kraftkennedy.com
Linkedin.com/in/nataliealesi
alesi@kraftkennedy.com
Join us for Social Media Series Part 2
December 19 at 12 pm ET
Creating Community and Engagement
on Your Platform