networks for counsel 2009
TRANSCRIPT
L E A D E R NETWORKS
2009 Networks for Counsel Study
A Global Study of the Legal Industry’s Adoption of
Online Professional Networking, Preferences, Usage
and Future Predictions
L E A D E R NETWORKS
A Study Conducted by:
Leader Networks (http://www.leadernetworks.com)On behalf of LexisNexis Martindale‐Hubbell (http://www.martindale.com)On the Networks for Counsel Web site (http://www.networksforcounsel.com)
2Leader Networks © 2009
L E A D E R NETWORKS
Study Goals
We examined the global adoption and use of social media
among counsel in order to:
• Surface lawyer preferences for online networking features
and uses • Identify key professional benefits experienced through
professional networking • Benchmark counsel’s expectations of the future impact of
social media on the legal practice• Compare 2009 results to 2008 to identify areas where the
greatest change occurs
3Leader Networks © 2009
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Study BackgroundAnalysis:
• All results were examined by counsel type
(corporate counsel vs. private practice
lawyers)
• 2009 results were compared to the 2008
sample of 449 corporate counsel and 224
private practice lawyers
• Responses of U.S. counsel were compared
to those of international counsel
• Responses of counsel 45 years old and
under were compared to those 46 and
over
Sample Composition:
• The survey “Networks for Counsel”
was
administered to 1,474
counsel –
764 private
practice lawyers and 710 corporate counsel
– in May and June of 2009; 33 countries
were represented
• Financial Services, Manufacturing and
Healthcare were the top three industries
represented
• More than half of corporate counsel
surveyed work for companies with over
10,000 employees; private practice lawyers
generally work for firms with 100‐999
employees
• Age was well distributed with the greatest
proportion in the 26‐45 range
• Most respondents were either the decision
makers or influenced the decision maker
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Key Findings• Networking remains critical to the legal industry, yet resource constraints
make it more difficult than ever
• Use of social networking sites has grown significantly over the past year,
with three‐quarters of all counsel now reporting they are members of a
social or professional network
• Increasingly, counsel indicate a preference for a legal‐only professional
network – with nearly 10 % already having joined one
• Only a very small minority of counsel are engaging in other types of
popular social media activities such as microblogging
(e.g., Twitter), Wikis
and social bookmarking
• Inside counsel and private practice lawyers view the benefits of
online
networking differently
• While counsel are taking a “wait and see”
attitude about the strategic
value of the networks they’ve already joined, there is general belief that
online networking will change the business and practice of law over the
next five years
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7
Question: What is the most effective method currently in use for finding new business? Please select the two methods you use most often. NOTE: This question was asked of private practice lawyers only.
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Networking Remains Critical to the Legal IndustryThe top three most effective means to get business involve networking; other sources trail far behindImportance of alumni relationships is declining (down from 26% in 2008)Importance of responding to RFPs and publishing both declined considerably, from 8% in 2008
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8
Question: Please think about the following statements as they relate to your current networking practices. How strongly do you agree or disagree with the following statements? 1=Strongly agree, 7=Strongly disagree
Despite Its Importance, Networking Remains a Big Challenge for Corporate
Counsel and Private Practice Lawyers Globally Due to Resource Constraints
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9%
15%18%
27%
23%
5%4%
20% 21%
7%8%
16%
24%
4%5%
11%
18%
25%22%
15%
4%
24%
15%
9%
20%
5%
24%
4%
StronglyDisagree
6 5 Neutral 3 2 StronglyAgree
CC 2008CC 2009PP 2008PP 2009
It’s harder to stay connected with my
colleagues and peers
I don’t have the time or resources to
leverage current opportunities to
network with my peers
5%
9%
23%
29%
8%11%
16%
24%
12%
5%
9%
25%
29%
21%
9%8%
15%
21%
25%
7%
25%
2%
28%
6%
2%2%
22%
2%
StronglyDisagree
6 5 Neutral 3 2 StronglyAgree
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Question: Please think about the following statements as they relate to your current networking practices. How strongly do you agree or disagree with the following statements? 1=Strongly agree, 7=Strongly disagree
2%3%
6%
31%
15%
23%
20%
4%6%
5%
29%
12%
21%
24%
2%4%
7%
24%
17%
28%
18%
4% 4%
8%
26%
11%
22%
25%
StronglyDisagree
6 5 Neutral 3 2 StronglyAgree
CC 2008
CC 2009
PP 2008
PP 2009
Networking internationally is
particularly difficult
It’s hard to connect with everyone I want
or need to at conferences
2%
5%
11%
25% 25% 24%
9%7%
13%
29%
20%21%
6%
3%5%
10%
20%
28%
11%13%
23% 22%
9%
4%
25%
3%5%
25%
StronglyDisagree
6 5 Neutral 3 2 StronglyAgree
In‐Person Networking Also Remains Difficult for Counsel
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10
48%59%
71%78%
Corporate Counsel Private Practice
% Yes
Question: Are you a member of an online social network such as LinkedIn, Plaxo, Facebook, Xing or MySpace?
% Yes
Age
Are You a Member of an Online Social Network?
Counsel’s Use of Online Social Networks Is Expanding RapidlyBoth corporate and private practice lawyers are significantly more likely to report being a member of an online social network this year as compared to lastApproximately three‐quarters of counsel now report being a member of such a networkGrowth in online network use is seen across all age groups
NNCC: 710CC: 710PP: 764PP: 764
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2008
2009
2008
2009
67%
49%36%
86%76%
66%
25‐35 36‐45 46‐55+
20082009
L E A D E R NETWORKS
30% 27%
43%
28%
20%
51%
36%
8%
55%
23%
52%
26%
0%
20%
40%
60%
80%
100%
Personal Professional Both
CC 2008
CC 2009
PP 2008PP 2009
Online Network Use Is a Growing Trend
12%
24%
33%
8%
22%
35%
0%
20%
40%
60%
80%
100%
25‐35 36‐45 46‐55+
Question: Do you use your ONLINE SOCIAL NETWORK MEMBERSHIP personally or professionally?
Use of Online Social Networks
Professional Use by AgeUse by Role
2008
2009
The decline in CC use of professional‐only networks is largely offset by the increase in the number of CC using online networks overall for both personal and professional useMoreover, while the percentages by age of those who use a network professionally did not change appreciably, due to the large increase in those who have joined a network over the last year, professional use has grown overall
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12
Question: What type of social media activities do you engage in professionally? Select all that apply. NOTE: New question for 2009.
Social Media Activities Engagement
More than half of counsel are members of professional online communities More than a third also read and add comments or ratings to online content Very few counsel participate in social bookmarking, microblogging (e.g., Twitter) or online collaboration tools
Counsel Rely Professionally on Many Social Media Activities, but
Twitter Has Not Yet Caught On, Especially Among Corporate Counsel
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2%
4%
7%
12%
19%
25%
34%
35%
52%
4%
6%
5%
9%
13%
37%
28%
42%
58%
0% 20% 40% 60%
Use social bookmarking services (Digg, de.li.cious, etc.)
Microblogging (Twitter, Plurk, etc.)
Online collaboration tools (Wikis, Basecamp, etc.)
Online content sharing (SlideShare, Flickr, YouTube, etc.)
Online Q&A and expert search services (e.g., Yahoo! Answersor WikiHow)
Member of public social networks (Facebook, MySpace, Orkut,etc.) for professional purposes
Listening to podcasts
Reading and adding comments or ratings to articles, blogsand other online content
Member of professional online communities (LinkedIn,Viadeo, Xing, Martindale‐Hubbell Connected, etc.)
Private Practice
Corporate Counsel
NCC: 710PP: 764
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31%
40%
43%
49%
50%
62%
64%
68%
75%
34%
39%
38%
45%
62%
75%
65%
73%
79%
0% 20% 40% 60% 80% 100%
Listening to podcasts
Online content sharing (SlideShare, Flickr, YouTube, etc.)
Online Q&A and expert search services (e.g., Yahoo!Answers or WikiHow)
Online collaboration tools (Wikis, Basecamp, etc.)
Member of professional online communities (LinkedIn,Viadeo, Xing, Martindale‐Hubbell Connected, etc.)
Reading and adding comments or ratings to articles, blogsand other online content
Use social bookmarking services (Digg, de.li.cious, etc.)
Microblogging (Twitter, Plurk, etc.)
Member of public social networks (Facebook, MySpace,Orkut, etc.) for professional purposes
Private Practice
Corporate Counsel
13
% Use Weekly or More
Of Counsel Who Do
Engage in Each of the Following Social
Media Activities, They Are Likely to Use Them RegularlyWhen counsel engage in activities such as social and professional networking, microblogging (e.g., Twitter), social bookmarking, commenting on content – they are likely to do so at least weeklyOther activities they are engaged in, such as online collaboration (e.g., Wikis and SlideSharing) and listening to podcasts – they do so less frequently
N=281N=173
N=48N=31N=31N=11N=318N=246
N=432N=365
N=38N=51N=97N=129N=70N=81N=216N=237
Question: How frequently do you engage in this online activity?NCC: 710PP: 764
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14
Question: What do you think are the top advantages of participating in an online legal professional network? Select up to three.
AdvantagesCorporate
CounselPrivate Practice
Facilitates easier exchange of information and experiences between peers 48% 36%
Access to information I couldn’t get elsewhere 34% 23%
More quickly identify, evaluate and select outside counsel 27% 15%
Lower costs associated with traditional networking 27% 33%
Ability to increase my visibility among peers 24% 52%
Creates a formal and exclusive forum for professional collaboration 20% 18%
It increases the speed with which collaboration can take place 20% 21%
Facilitates finding the “right”
lawyer directly 16% 17%
Increase speed of selection and decision‐making process 14% 10%
Reduce scheduling demands associated with travel to and attendance at events 10% 8%
Improves the reliability of information 10% 8%
Corporate counsel identify ease of exchange of information and experiences between peers as the top advantage of an online legal professional network Private practice lawyers most value the ability to increase visibility among peers
While Lawyers See the Benefits of Online Networking, Corporate
and Private Practice Lawyers View Those Benefits Differently
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15
Corporate Counsel Continue to Value Online Networking for
Access to Unique Content and Collaboration
10%
10%
14%
16%
20%
20%
24%
27%
27%
34%
48%
13%
13%
16%
26%
18%
21%
18%
29%
18%
46%
45%
0% 20% 40% 60%
Reduce scheduling demands associated with events
Improves reliability of information
Increase speed of process
Facilitates finding the “right” lawyer
Forum for professional collaboration
Increases speed of collaboration
Increase visibility among peers
More quickly select outside counsel
Lower costs
Access to information I couldn’t get elsewhere
Easier exchange of information
2008
2009
Corporate Counsel
Question: What do you think are the top advantages of participating in an online legal professional network? Select up to three.
Note: Item names have
been shortened for display
purposes
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Leader Networks © 2009
Easier exchange of information, desire to lower cost of networking and increase visibility among peers have grown in importance compared to last year; access to unique content, while still critical, is seen as less important compared to last yearOutside counsel selection remains an important driver for corporate counsel participation in online networking
L E A D E R NETWORKS
16
Question: What degree of confidence do you have that the professional networks and online communities you belong to can help you do your job more efficiently and cost effectively? 1 = Not confident at all, 7 = Completely confident
6%
18% 19%
31%
20%
5%
1%
13%
19%21%
28%
17%
3%
0%
8%
21%24%
30%
16%
1% 1%
10%
21% 22%
28%
15%
3% 2%
No Confidence 2 3 4 5 6 CompletelyConfident
CC 2008CC 2009PP 2008PP 2009
Degree of Confidence
Despite Growth Trends, Counsel Continue to “Wait and See”
Regarding the Strategic Value of Networks They’ve Already Joined
Majority still respond neutrally regarding level of confidence that online networks will help them do their jobs more efficiently
NCC: 710PP: 764
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17
Question: Would you be interested in joining an online professional network designed specifically for lawyers?NOTE: Response options changed in 2009 from Yes/No/Don’t Know to Yes/No/Already Belong.
41%
14%
45%
65%
28%
8%
48%
16%
36%
25%
9%
66%
0%
20%
40%
60%
80%
100%
Yes No Don't Know Belong
CC 2008CC 2009PP 2008PP 2009
49%44%
34%
67%71%
58%
0%
20%
40%
60%
80%
100%
25‐35 36‐45 46‐55+
% Yes
Age
Response by Role
Interest in Private Legal Networks Is Growing Significantly24% increase in corporate counsel interest; 18% increase in interest in private practice lawyersAlso growth in “No Interest” suggesting counsel are more educated on these networks and are taking a positionTrend to watch: Counsel are beginning to join legal‐only professional networks (8% of CC and 9% of PP have already joined)There has been an increase in the percent interested across all age groups
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2008
2009
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46%
41%
35%
44%
41%
33%
34%
26%
33%
39%
An emphasis on connections and legalrelationships
A large membership base
A variety of information and services forlegal decision makers (or to support legal
decision‐making processes)
A trusted brand behind the professionalnetwork
A secure membership process that isl imited to Legal Professionals
2008
2009
Counsel Are Seeking More From Their Legal Networks Today
Than They Were a Year AgoThe importance that counsel place on most features has increased in the past yearThis is true for both corporate and private practice lawyers
38%
42%
42%
44%
56%
30%
34%
42%
38%
47%
An emphas is on connections and lega lrelationships
A large membership base
A variety of information and services forlega l decis ion makers (or to supportlega l decis ion‐making processes)
A trus ted brand behind the profess ionalnetwork
A secure membership process that i sl imited to Legal Profess ionals
2008
2009
18
Question: How important are each of the following attributes in your decision to join a professional legal network? 1= Not at all important, 7= Extremely important
*Top Two Box = % of respondents who selected 6 or 7 on the 7-point scale
Corporate Counsel Private Practice
Top Two Box %* Top Two Box %*
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1%
2%
3%
5%
6%
8%
10%
17%
20%
21%
35%
52%
0%
1%
3%
5%
13%
12%
23%
15%
26%
48%
44%
0% 20% 40% 60%
Avvo
Legal Onramp
Corporate Legal Exchange
Thomson
Chambers
Findlaw
GC Roundtable
ABA
ACC
LexisNexis Martindale-Hubbell
2008
2009
19
Corporate & Private Practice Lawyers Continue to View Martindale‐Hubbell
as Best Positioned
to Deliver a Professional Network for LawyersMartindale‐Hubbell grew supporters over the past year, while several other organizations were less likely to be identified as delivering on the value proposition* this year, including the ABA, ACC and GC RoundtableGoogle also lost ground compared to 2008LinkedIn gained some ground among corporate counsel, while increasing significantly (38% vs. 26%) among private practice lawyers
2%
2%
3%
6%
9%
18%
9%
3%
38%
26%
4%
52%
1%
1%
9%
20%
29%
13%
7%
26%
30%
5%
49%
0% 20% 40% 60%
Avvo
Legal Onramp
Corporate Legal Exchange
Thomson
Chambers
Findlaw
GC Roundtable
ABA
ACC
LexisNexis Martindale-Hubbell
2008
2009
Corporate Counsel Private Practice
*The value proposition statement was “An online global legal community where counsel can connect with peers and expand professional referral networks, share information and insights, and access compelling content essential to the business and practice of law.”
Question: Of the organizations listed below which two [2] do you believe can best deliver on this value proposition?
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Question: Do you think online networks (i.e., social media) will change the practice and business of law in the next five years? 1 = Not at all likely, 7 = Extremely likely
Counsel Continue to Be Optimistic That Online Networks Will
Change the Business and Practice of Law in the Next Five Years
6%
11%
14%
25%27%
11%
5%4%
13%
16%
22%
26%
13%
6%4%
11%
16%
25%27%
12%
6%4%
10%
14%
17%
30%
15%
11%
Not at All Likely 2 3 4 5 6 Extremely Likely
CC 2008CC 2009PP 2008PP 2009
Likelihood of Change
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About one in five corporate and one in four private practice lawyers feel that there is a high likelihood this will happenOnly about one in six corporate and one in eight private practice lawyers consider this a low‐likelihood eventPrivate practice lawyers increasingly (26% vs. 18% in 2008) believe this is a high‐likelihood event
L E A D E R NETWORKS
Conclusions• Online networking is a fast‐growing strategy for legal professionals to accelerate or augment
traditional networking activities
• Online networking demographics are changing– Older professionals are now embracing social media more than in 2008– Personal and professional usage of social media are becoming intertwined and more counsel are
using online networking for both personal and professional reasons
• As legal professionals become more sophisticated, they are demanding a greater variety of Web 2.0
features to support their needs
– Access to exclusive information in a single destination site appears to be a critical requirement for
meaningful online engagement
– Information exchange and peer‐peer connections within a secure (private) network grows
increasingly more important
– Interactive engagement (e.g., blogging, online discussions and article exchange) is more important
than other services such as microblogging
(e.g., Twitter) or social bookmarking• Martindale‐Hubbell Connected online community remains the preferred network
that most counsel
feel is likely to deliver on the value proposition of a legal‐only network
– LinkedIn is considered the second‐most popular by private practice lawyers and the ACC as an
online resource specifically by corporate counsel
– Notably, Google’s position has declined since 2008• Online networking is anticipated by many, especially private practice lawyers, to change the business
and practice of law over the next five years
21Leader Networks © 2009
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Supplemental Data
• Additional survey data on counsel’s use of social media, along with more
demographic details of the respondents, can be found in a supplemental
presentation• The supplemental presentation can be accessed and downloaded in the
Social Media for Lawyers group on Martindale‐Hubbell Connected• To join this group and download the supplemental deck, go to
www.martindale.com/connected
L E A D E R NETWORKS
Questions?
Contact Vanessa DiMauroCEO, Leader Networkshttp://[email protected]
Or visit the project Web site: http://www.networksforcounsel.com
23Leader Networks © 2009
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5%
9%
32%
55%
0% 20% 40% 60% 80% 100%
Do research in support ofdecision maker
Not involved
Final decision maker
Participate in identifying,evaluating, selecting, but
do not make finaldecision
25
Question: Which of the following best describes your responsibilities regarding your organization’s need to hire outside counsel?NCC: 710
Close to Nine in Ten Corporate Counsel Reported That They Are Either the Final
Decision Maker in Regard to Hiring Private Practice Lawyers, or That They Participate
in the Process
Responsibilities
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13%
23%
64%
0% 20% 40% 60% 80% 100%
Not directly involved
Majority of job is to seeknew businessopportunities
Small percentage of job isto seek new business
opportunities
26
Question: What is your role in new business development for your firm?NPP: 764
Close to Nine in Ten Private Practice Lawyers Reported Some
Role in Seeking New Business Opportunities for Their Firms
Role in New Business Development
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0% 0% 0%
5% 6% 6%
19%
11%
26% 26%
10%12%
6%
18%
26%
19%
10%
0% 0% 0%
< 10 10‐49 50‐99 100‐249 250‐499 500‐999 1,000‐4,999 5,000‐9,999 10,000‐49,999
50,000 ormore
Corporate Counsel
Private Practice
27
Question: Approximately how many employees does your company have worldwide, including all divisions and locations?NOTE: Percentages may not total 100 due to rounding.
More Than Half of Corporate Counsel Work for Companies
With Over 10,000 Employees; Private Practice Lawyers
Generally Work for Firms With 100‐999 Employees
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Number of Employees in Organization
L E A D E R NETWORKS
0%
17%
52%
23%
8%
0%1%
33%31%
22%
11%
2%
20‐25 26‐35 36‐45 46‐55 56‐65 66 or Older
Corporate Counsel
Private Practice
28
Question: What is your current age?
More Than Half of Corporate Counsel and Almost a Third of Private
Practice Lawyers Report Being 36‐45
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Age of Respondent
L E A D E R NETWORKS
29
Question: Please tell us in which country your offices are located.
9%
87%
4%
UnitedStatesCanada
Other
Results Show That 87% of Counsel Report Their Offices Are in the
United
States; About Another Nine Percent Are in Canada, With the Remainder in
Other Countries
Office Locations by Country
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