bob ambrogi avvo 2010
DESCRIPTION
Robert Ambrogi, Esq. Keynote Speaker at the Avvocating ConferenceTRANSCRIPT
Empowerment and Social MediaAvvocatingJan. 21, 2010
Robert J. Ambrogi
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
The Internet provides the power…
Robert J. Ambrogi Esq. ambrogimedia.com
… you need to plug it in.
Robert J. Ambrogi Esq. ambrogimedia.com
The social media
landscape
Robert J. Ambrogi Esq. ambrogimedia.com
More and more consumers use
social media
Robert J. Ambrogi Esq. ambrogimedia.com
Survey of active Internet users worldwide:
• 73% read blogs.
• 57% join social networks.
• 83% watch video online.
• 39% subscribe to RSS feeds.
• 36% think more positively about companies that have blogs.
Survey: Universal McCann Wave 3, March 2008
Robert J. Ambrogi Esq. ambrogimedia.com
2008: 35%
2006: 16%
2005: 8%
Survey: Pew/Internet, January 2009
Adult Internet users who use a social network site
Robert J. Ambrogi Esq. ambrogimedia.com
Survey: Pew/Internet, Fall 2009
Robert J. Ambrogi Esq. ambrogimedia.com
Younger adults more likely to use social networking.
• 75% of online adults 18-24.
• 57% of online adults 25-34.
• 30% of online adults 35-44.
• 19% of online adults 45 to 54.
• 10% of online adults 55 to 64.
• 7% of online adults 65 and older.
Survey: Pew/Internet, January 2009
Robert J. Ambrogi Esq. ambrogimedia.com
Median age of users:
• LinkedIn: 39.
• Facebook: 33.
• Twitter: 31.
• MySpace: 26.
Survey: Pew/Internet, Fall 2009
Robert J. Ambrogi Esq. ambrogimedia.com
More and more lawyers use social media
Robert J. Ambrogi Esq. ambrogimedia.com
Survey: ABA Legal Technology Survey Report
4%Firms that
have joined a social network
15%Lawyers who have joined a social network
12%Firms that have joined a social
network
43%Lawyers who have joined a social network
2008 2009
Robert J. Ambrogi Esq. ambrogimedia.com
Survey: Leader/LexisNexis, August 2009
Robert J. Ambrogi Esq. ambrogimedia.com
Survey: Leader/LexisNexis, August 2009
Robert J. Ambrogi Esq. ambrogimedia.com
Survey: Leader/LexisNexis, August 2009
Robert J. Ambrogi Esq. ambrogimedia.com
Survey: Leader/LexisNexis, August 2009
Robert J. Ambrogi Esq. ambrogimedia.com
Martindale-Hubbell Connected:
• March 2009: 3,000 members
• November 2009: 22,000 members
Legal OnRamp:
• Total members: 10,500
• In-house members: 5,300
Robert J. Ambrogi Esq. ambrogimedia.com
Social media empowers consumers
Robert J. Ambrogi Esq. ambrogimedia.com
“Markets are conversations…
“These conversations are most often about value: the value of products and of the businesses that sell them.”
- The Cluetrain Manifesto
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Consumers Most Trust Real Friends and Virtual Strangers
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
• 82% percent of small business owners use review and ratings sites for a various reasons, including legal needs.
• 49% of consumers use review and ratings Web sites for the same reasons.
• More than half of small business owners agree that ratings sites give customers more control over the quality of goods and services.
• More than half of small business owners agree that review and rating sites mean businesses are held to higher standards.
Source: LexisNexis, October 2009
Robert J. Ambrogi Esq. ambrogimedia.com
Social media empowers
lawyers
Robert J. Ambrogi Esq. ambrogimedia.com
1.2 million
Robert J. Ambrogi Esq. ambrogimedia.com
Consumers want to know:
• Who can do what I need done?
• Who can I trust to do it well?
Robert J. Ambrogi Esq. ambrogimedia.com
Marketing boils down to:
• Making yourself stand out as a choice.
• Establishing confidence in yourself as the choice.
Robert J. Ambrogi Esq. ambrogimedia.com
Old ways not very good at either.
Robert J. Ambrogi Esq. ambrogimedia.com
Early Web not much better.
• No good search
• Limited audience.
Robert J. Ambrogi Esq. ambrogimedia.com
Fast forward to today.
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Survey: Leader/LexisNexis, 2008, 2009
Robert J. Ambrogi Esq. ambrogimedia.com
Lawyers ConsumersTrust
The nexus of lawyers online and consumers online
Robert J. Ambrogi Esq. ambrogimedia.com
Social media are a set of tools for building and
strengthening your network of trusted relationships.
Robert J. Ambrogi Esq. ambrogimedia.com
Conversation
Community
Commenting
Collaboration
Contribution
Robert J. Ambrogi Esq. ambrogimedia.com
tips for putting the power to work
10
Robert J. Ambrogi Esq. ambrogimedia.com
1. Ramp up your visibility.
Robert J. Ambrogi Esq. ambrogimedia.com
Blog
Robert J. Ambrogi Esq. ambrogimedia.com
Blogs = Social
Web sites = Wallflowers
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
2. Distinguish your ability.
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
3. Engage in the conversation.
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
19% of online adults
use Twitter.
Robert J. Ambrogi Esq. ambrogimedia.com
4. Make yourself ubiquitous.
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
5. Fish where the fish are.
Robert J. Ambrogi Esq. ambrogimedia.com
• 300 million-plus active users.
• 4th most trafficked Web site.
• More than half post-college
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
6. Nurture your networks.
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Firm Name Members Type
Skadden, Arps 839 Alumni
Heller Ehrman 323 Alumni
White & Case 281 Alumni
Baker & McKenzie 278 Employee & Alumni
Orrick, Herrington 183 Employee & Alumni
Troutman Sanders 159 Alumni
Fish & Richardson 88 Alumni
Womble Carlyle 61 Current Employees
Dewey Ballantine 53 Alumni
Morgan, Lewis 52 Alumni
Cooley Godward 51 Alumni
Venable 51 Alumni
Cadwalader 45 Alumni
Pillsbury Winthrop 45 Alumni
Cleary Gottlieb 40 Alumni
Goodwin Procter 40 Employee & Alumni
Duane Morris 31 Alumni
Holland & Knight 21 IP Attorneys
Firm Name Members Type
Stroock & Stroock 17 Employee & Alumni
Mayer Brown 15 Derivatives Lawyers
Bryan Cave 10 Alumni
Jones Day 10 Washington Alumni
Hunton & Williams 9 Alumni
Sonnenschein 9 Alumni
Drinker Biddle 8 Alumni
McDermott Will 5 Current Employees
Sullivan & Cromwell 4 Employee & Alumni
Davis Polk & Wardwell 3 Alumni
Baker Botts 2 Current Employees
Baker & Hostetler 1 Current Employees
Gibson, Dunn 1 Alumni
Kirkland & Ellis 1 Current Employees
K&L Gates 1 Current Employees
Seyfarth Shaw 1 Alumni
Steptoe & Johnson 1 Paralegals
Survey: Large Firms with LinkedIn Groups, October 2008
Source: 3 Geeks and a Law Blog
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
7. Know your audience.
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
8. Share knowledge generously.
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Would you consider hiring a lawyer who provided an answer to your question?
• 21%: Yes.
• 47%: Maybe, it’s just one factor in deciding.
• 15%: No, I’m not happy with the answer provided.
• 17%: No, I don’t need to hire a lawyer.
Source: Avvo, December 2009
Robert J. Ambrogi Esq. ambrogimedia.com
9. Be transparent.
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
10. Embrace ratings.
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
• Ratings tiered by relation.• Lawyer ratings will include
price comparisons. • Better metrics to ‘rate’
lawyers.• Search tools will better
rank influencers.
What’s ahead?
Robert J. Ambrogi Esq. ambrogimedia.com
Robert J. Ambrogi Esq. ambrogimedia.com
Seize the power!