adrian lursen and linda pepe content tag team

WWW.LMACONFERENCE.COM

2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADA

Social Media for Law Firms 2013A Deep Dive Work Session for Firms Taking Digital Seriously

Content Is King: Creating Better Content, Getting Greater Distribution

Linda Pepe, Director of Marketing, Mintz Levin

Adrian Lurssen, Founder, JD Supra



The Power of Content Marketing:

How to Leverage Thought Leadership



Content Marketing: What is it?



Distribution of Thought Leadership

Then & Now


2013 LMA ANNUAL CONFERENCE | APRIL 8-10, 2013 | ARIA RESORT | LAS VEGAS, NEVADATODAY515



Social Media & External Partners

•LinkedIn•Twitter•Facebook•Google+•Blogs•Videos

•Mondaq•National

Law Review•Lexology•JD Supra•Martindale



Distribution of a Typical Advisory

Practice Group Mailing Lists

Posted to Mintz website

Mintz LinkedIn

Mintz Facebook

Mintz Google+

Mintz Blog Postings

LexisNexis Martindale-Hubbell

Lexology

JD Supra

Mintz Twitter

Moreover.com

Bloomberg

Thompson Gale

Bureau Van Dijk

Google News Service

Mondaq Newsletter + Site

Yahoo News Service

Mondaq Twitter Feed

MSN News

BingReuters

Datastar

Westlaw

Lexis-Nexis

BBC

MediaFed

Quicklaw America

Barrons Factivia

Financial Times

Justia

ComplinetOneSource

Australian Corporate Lawyers Association Wall Street Journal

Smartbrief

Newstex

Yellowbrix

E-space.co.uk

25+ Twitter Accounts 200 LinkedIn groups

National Law Review site

RSS Feeds to various State Bar Associations

14 National Law Review newsletters

JD Supra Linkedin Legal

Channel

JD Supra Site

JD Supra Newsletter Subscribers

JD Supra Facebook Page

JD Supra Twitter FeedJD Supra

RSS feed

Justia

Google

Newstex

Alltop

Complinet

NuWire

Lexology Newsletter + Site

The French Corporate Counsel Association (AFJE)

The Association of Corporate Counsel

(ACC)

The Corporate Lawyers Association of South

Africa (CLASA)

The Corporate Lawyers Association of New Zealand

(CLANZ)

The State Bar of Texas

The State Bar of California

The American Intellectual Property

Law Association

The International Technology Law

Association ITechLaw

The Singapore Corporate Counsel Association

(SCCA)

The Society for Computers

and Law

The Association of Media and

Entertainment Counsel AMEC

Attorneys & Senior Professionals

National Law Review

Mondaq

Shared through followers and connections

Shared + liked

Tweeted/Retweeted

Martindale-Hubble site

Law.com

Lawyers.com + Attorneys.com

American Bar Assoc

Inside Counsel

Minority Corporate Counsel Assoc



Distributing Thought Leadership via Social Media

LinkedIn | Twitter | Facebook | Google+ | Blogs



Distributing Mintz Thought Leadership via External Partners

Mondaq | Lexology | JD Supra National Law Review | Martindale-Hubbell



2012 Distribution Partner Article Views

Mondaq 52,209Lexology 100,030JD Supra 843,813National Law Review 61,650Martindale 9,336

Total Tracked Views 1,067,038

(88,920 average reads per month)



Mintz Case Study:

Distribution of a Blog Post



ML LinkedIn1157

ML Facebook53

ML Google+29

ML Twitter326

Blog Posting 1116

Lexology 373

Mondaq 302

National Law Review

812

JD Supra 2088

Pushed out via social media: 1565 Total Trackable Reads: 4691

Canada SingaporePoland China

Switzerland England New ZealandHong Kong Japan

Countries Reading: Companies Reading:

GreeceLiechtenstein AustraliaNetherlands Brazil

ItalySouth Africa Germany India

Google Yahoo! Xerox Canon Nestle

American Express Verizon Boeing Marriott

Barnes & Noble Merck Red Bull Nationwide Mutual

GlaxoSmithKline The Hartford TD Ameritrade T-Mobile

Law360Thompson Reuters CBS

+ ? Non-Trackable Reads



Successful Strategy? Yes!

•Social Media & Distribution Partnerships:–Led to many re-tweets & shares, such as one by an

Associate GC of a major corporation, others by columnists, (one with 267,234 followers)

–Picked up by major publications like the New York Times–Led to print & broadcast interview requests from the

Wall Street Journal, Business Week, Adweek, National Law Journal, Law 360, Corporate Counsel, Reuters, and others

–Led to meetings with potential clients & new client engagements



What's next?

Hot Topic Videos!



10 days = 25,309 video views!



Questions?

(Scan to connect with me.)

What makes some content pieces more popular than others?

TOPICS PAGE

INDIVIDUAL UPDATES

A BLOG ROUNDUP

VIDEO ANALYSIS

WHAT YOUR CONTENT & NELSON MANDELA HAVE IN COMMON

US Patent Law Reform - What It Means to Your Corporation

Intellectual Property Networking

Patent Professionals

Society of Physician Entrepreneurs (SoPE)

Chemical Angel Network

The Linked CXO / President, CEO, COO…

Rockies Venture Club

Global Innovations (GI)

Angel Capital Association Patents - Intellectual Property

Patent and Intellectual Property Practitioners

GROUPS

EVERYONE IS IN THE ‘SOCIAL CONTENT’ BUSINESS.NOT EVERYONE HAS SOMETHING TO SAY.

Goal: become the subject of other people’s conversations:

Social sharing by• Executives• Referrals• Media members• Brands• Other lawyers

New Media• Associations• Corporations• Government• Aggregators• Blogs

Mainstream Media

Connect with clients & others

Your own networking

Sharing & discussion

betweenothers

Readable (Why)

Timely (When)

Relevant (What)

The America Invents Act

Important Patent Law Changes

Top Ten Reasons To File Your Patent Applications Before March 16, 2013

TITLES TELL BUSY PEOPLE WHY TO READ NOW

READABLE

Readers don’t need to work to find your big takeaways

Each element clarifies the reason to be reading this

16MAR

Before it happens After it happensB

RE

AK

ING

NE

WS

TIMELY

DON'T TALK ABOUT THE LAW

Talk about how changes in the law affect the people you serve

THE PROMISE OF WEB PUBLISHING: 1995 TO TODAY

CONTENTSomething to sayThe means to publish

TECHNOLOGY

An audience/readersVISIBILITY

Thanks – more info:

@adrianlurssen

[email protected]