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The Internet is increasingly social – and that means more than social media. We are seeing emerging uses in the legal industry for social firm intranets, social alumni websites and socially collaborative team environments. While many law firms still grapple with social media, some have taken the next steps moving beyond third-party social media to the introduction of their own social business environments. You will learn from the in-house experiences from executives of two firms who have pursued this path and a law industry digital marketer who claims that future is now. Today, as a rule, many law firm intranets are drab HR form repositories brightened occasionally with birthday announcements and plans for the firm picnic. Alumni communities are outsourced to an invite-only LinkedIn group or an alumni website offering little opportunity for two-way communication. Client teams brave their way through the constraints of limited project extranet collaboration. The best is yet to come. Known broadly as Enterprise Social Networks, social intranets foster collaboration, communication and knowledge-sharing among employees. And while not a household word in law firms, Deloitte predicts that by the end of 2013 more than 90 percent of Fortune 500 companies will have implemented one. These new platforms will connect industry teams, practice areas and serve to minimize the endlessly threaded, reply-all emails while promoting greater awareness of resources and experience. Law firm marketers will want to tune into these emerging communication strategies as social communities will not only engage internal participants but can also be extended to clients, prospects and your targeted industries and practice areas. Bring this thought leadership to your firm so that they may begin now to gain the experiences that are already permeating leading businesses. You will learn: •Law firm case stories to help you better understand the functions of social business communities •How you might gain awareness, project sponsorship, and implementation of social intranets based on the experiences of firms who have been here and done this •How your firm can achieve the baseline functionality of existing intranets while raising performance using a social platform •Performance, engagement and ROI indicators you should know •The business momentum driving development of privately managed social communities Moderator •Sonny Cohen, Director of Internet Marketing Strategy, Duo Consulting Speakers •Stuart Kay, Director, Global Business Systems, Baker & McKenzie •Dora Martinez, Chief Knowledge Officer, Sheppard Mullin
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The Emerging Social Law FirmWhy your next intranet, alumni
website or firm website will be a social network
Dora Martinez Sheppard Mullin
Stuart KayBaker & McKenzie
Sonny Cohen Duo Consulting
“Everything that can be social will be.”
JEFFREY DACHIS, CEO @ DACHIS GROUP
SOCIAL PERVADES OUR NON-BUSINESS LIFE
You already know social:
ProfilesConnectionsRating
Why is it easier to set up dinner plans with friends on Facebook than a business meeting via email?
SharingTagging
THE SOCIAL BUSINESS IS BUILT ON SOCIAL NETWORKS
AKA: Social PortalSocial Intranet
Social business is a connected business
Social BusinessSocial Network
“The future of work is social. I haven’t got a doubt about it.”
LUIS SUAREZ, SOCIAL COMPUTING EVANGALIST @ IBM
SOCIAL NETWORKS ARE THE NEW NORMAL
“…by the end of 2013 more than 90% of Fortune 500 companies will have partially or fully implemented an Enterprise Social Network.”
BRIAN SOLIS, PRINCIPAL @ ALTIMETER GROUP
“This is the end of business as usual.”
Your headlines should make a point, and not just be a label
Your headlines should make a point, and not just be a label
Your headlines should make a point, and not just be a label
DO WE HAVE ENOUGH SOCIAL NETWORKS?
No.
BUSINESS CASE FOR SOCIAL BUSINESS
It’s all about:
ContentCollaborationCommunication
LEW PLATT, FORMER CEO @ HEWLETT PACKARD
“If HP knew what HP knows we would be three times more productive.”
“You have to grab onto the new communication and collaboration systems or you will simply end up roadkill.”
GEOFFREY MOORE, CHAIRMAN EMERITUS @ TCG ADVISORS
“As a social enterprise, everyone in the company is a subject matter expert. It’s been totally transformational for us.”
CARL CADMEN, PRESIDENT & CEO @ KELLY SERVICES
DON TAPSCOTT, AUTHOR OF WIKINOMICS
“This is not an information age. It’s an age of networked intelligence.”
“Your social platform will become the motherboard of your business”
SANDY CARTER, VP OF SOCIAL BUSINESS @ IBM
Implement Your Firm’s Social Network
HighQ Intranet
Dora MartinezChief Knowledge Officer @ Sheppard Mullin
© Sheppard, Mullin, Richter & Hampton LLP 2013
The Emerging Social Law Firm
Our Story
Dora Martinez
Chief Knowledge Officer
Sheppard Mullin Richter & Hampton LLP
The Importance of Social Tools
“If what you are doing in IT or KMdoesn't have social in it then stop andstart again. It’s as simple as that.”
Pete Williams, Deloitte
Our Strategy
Understand users raised expectations Highly mobile Instant access, device agnostic Easy, intuitive, responsive Secure environment
Meet those expectation Take best ideas from consumer sites Add high-grade security and control Focus on user experience & innovation
Our Solution
Chose the right partner with proven solution Web site that adapts to any mobile device Provides an optimal user experience on any platform No need for an “app”
Offer more than a landing page Secure file sharing Team & matter collaboration Project management Communities of practice Enterprise social network
Our Journey
Spin up our new site Test, test and test again Get comfortable
Migrate Transition our data Transition our users
Settle in Talk up new features Market, market, market
Our Results
Greater user adoption Our partners love it Our clients love it
Creative uses Deal rooms Contract management Project Management Budget management Matter management
Main communications vehicle
Social = Mobility = Flexibility
Our Future
Evangelize social collaboration Discussion boards Wikis
Deliver current events (news aggregators) Events affecting client Events affecting client’s competitors Events affecting client’s industry
Implement Your Firm’s Social Network
Yammer Intranet
Stuart KayDirector of Global Business Services @ Baker & McKenzie
Baker & McKenzie LLP is a member firm of Baker & McKenzie International, a Swiss Verein with member law firms around the world. In accordance with the common terminology used in professional service organizations, reference to a "partner" means a person who is a partner, or equivalent, in such a law firm. Similarly, reference to an "office" means an office of any such law firm.© 2013 Baker & McKenzie LLP
The Emerging Social Law Firm
Stuart Kay, Director Global Business Systems, Baker & McKenzie
Legal Marketing Association | Legal Marketing Technology Conference | San Francisco, October 2013
© 2013 Baker & McKenzie LLP 33
Personal Work
© 2013 Baker & McKenzie LLP
Baker & McKenzie 74 Offices 46 Countries 4500+ Partners
and Lawyers 55+ Nationalities 70+ Languages
© 2013 Baker & McKenzie LLP
Some basics
© 2013 Baker & McKenzie LLP 36
Beliefs
– There is demand– There is utility– Value (ROI) is (can) not accurately measured– Social media usage is a personal choice– There are evangelists and skeptics– The process is evolutionary, and inescapable
© 2013 Baker & McKenzie LLP 37
Foundations
– Platforms must be stable, secure, scalable and flexible– UX is critical (intuitive, innovative, tested)– Agile development, iterative testing– Omni-channel is a goal
© 2013 Baker & McKenzie LLP 38
Nominal social media building blocks
Keitzman’s honeycomb framework
– Identity: The identity block represents the extent to which users reveal their identities in a social media setting.
– Conversations: The conversations block of the framework represents the extent to which users communicate with other users in a social media setting.
– Sharing: Sharing represents the extent to which users exchange, distribute, and receive content.
– Presence: Presence represents the extent to which users can know if other users are accessible.
© 2013 Baker & McKenzie LLP 39
Keitzman’s honeycomb framework – 2
– Relationships: The relationships block represents the extent to which users can be related to other users (i.e. have some form of association that leads them to converse, share objects of sociality, meet up, or simply just list each other as a friend or follower).
– Reputation: Reputation is the extent to which users can identify the standing of others, including themselves, in a social media setting.
– Groups: The group functional block represents the extent to which users can form communities and sub communities. The more ‘social’ a network becomes, the bigger the group of friends, followers, and contacts.
© 2013 Baker & McKenzie LLP 40
Keitzman’s framework – examples
– LinkedIn users are thought to care mostly about identity, reputation, and relationships
– YouTube's primary features are sharing, conversations, groups, and reputation.
IdentityConversations
SharingPresence
RelationshipsReputation
Groups
IdentityConversations
SharingPresence
RelationshipsReputation
Groups
© 2013 Baker & McKenzie LLP 41
SM @ BM evolution – parallels
– Late 1990s: Internal: “BakerWeb” – CoPs, but non-intuitive, static and out of date Public: “BakerNet” – static and out of date
– Mid to late 2000s: Internal: New collaborative intranet (portal) Public: New, more dynamic website, including blogs
– Early 2010s: Internal: + More teams, projects, blogs + presence + Public: + Alumni + more blogs + more presence on
© 2013 Baker & McKenzie LLP
Social intranet evolution
© 2013 Baker & McKenzie LLP 43
BakerWorld
– SharePoint 2007 intranet / portal– Objectives:
A platform that could evolve Centralized governance, decentralized content
management (for both publication and collaboration) Dynamic collaboration (project and team sites, blogs,
discussion boards, lists) Directories including expertise
IdentityConversations
SharingPresence
RelationshipsReputation
Groups
© 2013 Baker & McKenzie LLP
BakerWorld – team sites (incl. client teams)
IdentityConversations
SharingPresence
RelationshipsReputation
Groups
© 2013 Baker & McKenzie LLP 45
BakerWorld – project sites
© 2013 Baker & McKenzie LLP
Collaboration – virtual teams
– Recent core project team + critical contributors comprised: 20 people From 7 offices / 6 time zones
– PLUS: Contributions and guidance from IT managers and trainers from all offices in nearly all time zones
46
© 2013 Baker & McKenzie LLP
Time zones
47
© 2013 Baker & McKenzie LLP 48
BakerWorld – project collaboration
IdentityConversations
SharingPresence
RelationshipsReputation
Groups
© 2013 Baker & McKenzie LLP 49
BakerWorld - discussions
IdentityConversations
SharingPresence
RelationshipsReputation
Groups
© 2013 Baker & McKenzie LLP 50
BakerWorld – people / presence
IdentityConversations
SharingPresence
RelationshipsReputation
Groups
© 2013 Baker & McKenzie LLP 51
Yammer for discussions?
– SharePoint discussions limited Quest web part acquired to enhance SharePoint Quest better, but still patchy adoption (used extensively
by IT)
– Yammer advantages Intuitive functions and layout New product buzz Not authorized by B&M! Available on any mobile device
© 2013 Baker & McKenzie LLP 52
Yammer for discussions!
– First Yammer groups set up early 2010 In the cloud No publicity, slow adoption Mostly IT, with some social network evangelists As of 3 March 2011, there were 122 members
– An influencer in BD / Marketing joined Yammer in February 2011 By December 2011, there were 587 users, and loud
demand
© 2013 Baker & McKenzie LLP 53
BakerWorld – Yammer integration
– We acquired an enterprise license in December 2011 We still did not publicize it Lack of single sign-on was the largest obstacle to wider
adoption
– Integration with BakerWorld around September 2012 By December 2012, there were 1972 unique users
© 2013 Baker & McKenzie LLP 54
Yammer – available everywhere
IdentityConversations
SharingPresence
RelationshipsReputation
Groups
© 2013 Baker & McKenzie LLP 55
Yammer – organic growth
© 2013 Baker & McKenzie LLP 56
Lessons learned
– Must be seamless (lack of single sign-on was a huge problem)
– Most effective where there is an influential thought leader who adopts (or mandates) it
– Evangelists require it; skeptics ignore it until they can’t– Groups and discussions come and go – it’s an organic
process; they thrive where there is a specific topic– File sharing is simple, but basic (too basic)– Transition from email is challenging
© 2013 Baker & McKenzie LLP 57
The Future?
– Have already federated Lync with 1 of our clients– Investigating federation of Yammer with other clients– Upgrading SharePoint for additional social features– Real omni-channel is a way off
© 2013 Baker & McKenzie LLP
Social Alumni
© 2013 Baker & McKenzie LLP 59
Alumni – system
– Proprietary Alumni website– Single database manages all lawyer & staff (current &
alumni) information– Synchronized with central people billing system, and
multiple CRMs
© 2013 Baker & McKenzie LLP 60
Alumni – social
– 1000+ registered in first year; 35,000 possible– Enables current lawyers & staff to connect with alumni– Photobooks, and videos of our history & meetings
1950 to present are popular– Cross channel approach with– 6 established regional groups with regular events
© 2013 Baker & McKenzie LLP 61
© 2013 Baker & McKenzie LLP 62
Baker & McKenzie LLP is a member firm of Baker & McKenzie International, a Swiss Verein with member law firms around the world. In accordance with the common terminology used in professional service organizations, reference to a "partner" means a person who is a partner, or equivalent, in such a law firm. Similarly, reference to an "office" means an office of any such law firm.© 2013 Baker & McKenzie LLP
The Emerging Social Law Firm
Stuart Kay, Director Global Business Systems, Baker & McKenzie
Legal Marketing Association | Legal Marketing Technology Conference | San Francisco, October 2013
Implement Your Firm’s Social Network
Drupal Intranet
Sonny CohenDirector of Internet Marketing Strategy @ Duo Consulting
ANONYMOUS (BUT REAL) EAST COAST LAW FIRM
Drupal “Open Atrium” Open Source< $20,000170 Attorneys
JEFF GIBBARD, PRESIDENT @ TRUE VOICE MEDIA
“Social business: This is not a drill, people.”
“It’s about relationships, not technology.”
DENNIS AGUSI, GLOBAL INTERNATIONAL COMMUNICATIONS OFFICER @ PHILIPS
RESOURCES
End of Business as Usual, Brian Solis
Social Business by Design, Dion Hinchcliffe
Capturing Community, Michael Silverman
The Collaborative Organization, Jacob Morgan
REFERENCES
Content from:
Inside Communications: Social Networking Quotes
Deloitte Touche Tohmatsu Ltd: Technology, Media & Telecommunications predictions 2013
Dora Martinez Sheppard MullinChief Knowledge
m
Stuart KayBaker & McKenzieDirector of Global Business Services
Sonny Cohen Duo Consulting
Director of Internet Marketing Strategy
