Social Media in the Legal Sector

Vizibility LexisNexis 8+ in f Social media in the legal sector > Fortune 500 companies with corporate Twitter account > Which legal directories and online lawyer profiles in-house legal professionals recognize > Law firms using Benchmark Data Legal Sector > Individual attorneys using social media for professional purposes in 2011 social media in 2011 62% of these have tweets Those in the legal profession are embracing 99.5% social media, not just individual attorneys in the last 30 days Martindale-Hubbel Giving some perspective to legal sector data 62% 40 Linkedin 97.9% 2009 I 2010 I 2011 35 Best LawyersUS News and World Report Super Lawyers 84.3% 30 37% 25 82.2% Source: Fortune Magazine 20 Chambers & Partners 48.8% 22% 15 19% Legal 500 43.4% ACC Value Index 40.2% 6% AVVO 31.8% 1-100 101-200 201-300 301-400 400-401 Linkedin Facebook Twiter Linkedin Facebook Twitter Suroe: BTI Consuting Group Source: 2011 American Bar Association technology survey report > What percent of your attorneys are active or have complete and up-to-date profiles on the following sites? > Monthly Google searches for the terms "attorney," "lawyer" > However, there are only 393,338 Linked profiles containing one of the following words in the current title (less than a third of all attorneys in the U.S.) Duplicates were removed Fortune 500 companies with public facing corporate blogs F500 companies have slowed Fortune 500 companies with Facebook page and "counsel" A slight increase, just like Twitter. Both are preferred to blogging down their social media efforts I Have profile at some point of completion I Have a complete and up-to-date profile "Counsel 823,000 58% 60% 56% 60 "Counser 23% 50 40 "Lawyer" 9.14m 22% 23% 23% 30 4% "Lawyer" 16% 20 "Attorney" "Attorney" 10 73% 13.6m Linkedin Facebook Twitter 2008 2009 2010 2011 2009 2010 2011 Souroe: VizbityLexisNexis Survey Source: Linkedin Souroe: Google Legal Social Media Survey Firm sizes of respondents Vizibility and LexisNexis sent formal invitations by email to the membership of the Legal Marketing Association (LMA). Additionally, the survey invitation was posted on more than two dozen Linkedin message boards for LMA local chapters, shared with Twitter and Facebook followers of both Vizibility and LexisN- exis, and posted on LexisNexis blogs. The LMA email invitations were sent to 2,144 members and had a 22.4% open rate. The overall click-through rate was 23.5%. As a benchmark, according to Constant Contact, the typical click-through rate for legal services mailings is 13%. Therefore this mailing generated almost two times the typical click-through rate for emails sent to this industry segment. The LMA represents 233 of the top 250 U.S. law firms. We received 258 responses to the survey, with 40% from the LMA members, and 4% from Linkedin groups. Of the respondents, 74% perform marketing/business development roles within law firms and 13.7% are attorneys. AmLaw 100 and AmLaw 200 firms represent 15.3% and 9% respectively. Approximately 73% of survey respondents were from firms with 21 or more attomeys. 1-5 attorneys 6-20 attorneys 21-50 attorneys 51-100 attorneys 100+ attorneys 19.6% 7.6% 12.4% 16.4% 44%. When do you plan to implement social media as part of your marketing programs? How important your firm's overall marketing strategy? Does your firm have a social media policy or guidelines for using social media? social media in We already use social media Extremely important Somewhat important Not very important Not important at al Within Within 12 months Within 24 months No immediate 6 months plans Yes No All respondents 81% 10.1 O 2.3 • 1.2 30.8 48.8 18.8 • 1.7 5.4 61.2 38.8 AmLaw 100 firms 88.2 5.9 5.9 31.3 50 15.6 O 3.1 84.4 15.6 AmLaw 200 firms 75 15.8 63.2 21.1 78.9 21.1 Number of 1-5 90.9 • 2.3 6.8 58.5 34.1 4.9 O 2.4 39 61 attorneys in firm 6-20 52.9 41.2 O5.9 37.5 31.3 31.3 37.5 62.5 21-50 82.1 10.7 7.1 23.1 73.1 O 3.8 69.2 30.8 51-100 67.6 16.2 8.1 8.1 17.6 41.2 38.2 O 2.9 58.8 41.2 101+ 85.9 5.1 5.1 21.3 56.4 20.2 • 2.1 73.4 26.6 What social media services do you plan to use in these marketing programs? How do you measure the success of your social media programs? QR codes for attormeys (Vizibility. Paperlinks, Kawya, etc.) Blogging Twitter Social Q&A social networks social networks (Wikipedia, (Facebook, Quora, Yahoo! Googlet, Answers, etc.) Professional Consumer Video (YouTube, Vimeo, etc.) Other Improved client satisfaction Increased website traffic Number of followers and online connections Lead generation New business Not sure yet We're not tracking Other (Linkedin etc.) etc.) All respondents 83.1% 74.9 93.1 57.1 19.9 46.8 34.2 3.5 15.9 64 56.8 55.9 47.1 21.6 7.5 10.6 AmLaw 100 firms 93.8 75 90.6 53.1 28.1 46.9 31.3 65.6 53.1 50 40.6 34.4 AmLaw 200 firms 94.7 94.7 89.5 63.2 36.8 52.6 47.4 5.3 57.9 68.4 47.4 42.1 15.8 Number of 1-5 87.8 73.2 90.2 68.3 19.5 51.2 22 • 2.4 24.4 61 53.7 75.6 70.7 12.2 2.4 12.2 attorneys in firm 6-20 87.5 62.5 93.8 62.5 37.5 37.5 31.3 18.8 43.8 37.5 50 43.8 37.5 21-50 3.8 7.7 76.9 61.5 93.8 57.7 7.7 50 34.6 7.7 23.1 73.1 61.5 61.5 53.8 11.5 51-100 82.4 73.5 95.7 17.6 47.1 • 5.9 41.2 41.2 58.8 47.1 47.1 35.3 35.3 11.8 20.6 101+ 84 80.9 95.7 57.4 22.3 45.7 37.2 • 1.1 10.6 63.8 61.7 51.1 37.2 23.4 10.6 5.3 Legal Directories and Online Lawyer Profiles As smartphones continue to become more popular, the number of people scanning QR codes will continue to increase. QR Codes for Attorneys Source: BTI Consuting Group > Which Legal Directories and Online Lawyer Profiles Legal Decision Makers Find Extremely Helpful > How in-house legal departments use legal directories and online lawyer profiles Over 70% of corporate counsel and legal staff turn to an online lawyer profile or legal directory to identify, evaluate or validate credentials of outside counsel > U.S. adults > 14 million QR codes scanned by US who scan 2D bar codes adults in June 2011 (QR codes) (000s) 1,693 TV Martindale-Hubbell 51.6% 1,850 Storefront Linkedin 18.9% 5% 13.4% of all QR Identify outside counsel in an unfamiliar jurisdiction when a personal referral is unavailable Super Lawyers 80.8% 7,138 15.4% code scans were 1,940 Validate the credentials of a referral 77.1% from a business Printed magazine or ACC Value Index 14.2% card or brochure Evaluate outside counsel qualifications 73.4% Chambers & Partners 11% newspaper 5,101 3,393 Identify outside counsel experts in an unfamiliar legal subject matter when a referral is unavailable Poster, Flyer or kiosk 70.1% Best LawyersUS News and World Report 1% Product packaging 9.8% 3,957 Compare outside counsel qualifications to competitors 56.1% Legal 500 4.5% Periodic reviews of current outside counsel 45.3% 2010 2011 Website on PC AVVO 3.3% Source: Forrester Research Source: ComScore > Legal directories and online lawyer profiles recommended by legal decision makers > How frequently do legal decision makers use legal directories and online lawyer profiles? > Percentage of users who scan 2D bar codes (by OS) > Lawyer smartphone use in 2011 Nine out of ten in-house legal professionals tum to online lawyer profiles or legal directories at least once a year While Android and iPhone are used most often to scan QR codes, BlackBerry is still the leading smartphone platform for attomeys Android comes preinstalled with a bar code scanner Chambers while iOS does not 8% BlackBerry None ACC Value Index 4% Daly 5.2% 23% 2% Other 2.6% Linkedin 12% Martindale- Hubbell Weekly 22.4% 1.6% Best Lawyers/ US News and World Report 71.2% Monthly 28.5% 46% 15% Android None Few times a year 1.4% Super Lawyers 35.5% 9.2% 0.3% Legal 500 Yearly 4.9% 31% 1.7% Other iPhone Do not use 3.5% IOS Source: Forester Research Android Rim Windows Souroe: 2011 American Bar Association technology survey report > Percent of legal decision makers unlikely to hire an attorney not listed in a directory or online lawyer profile > How do legal marketers plan > When do legal marketers plan to implement QR codes in their marketing programs? 80% of legal marketers will be using QR codes by 2012 One in two legal decision makers are less likely to hire an attorney not listed in a directory to use QR codes in their marketing programs? 46% plan to use QR codes on individual attorney business cards - Online bio pages No immediate Brochures and marketing collateral Less Likely Less Likely plans likely 51.4% likely 60.1% 16.8% 16.8% 48.6% 39.9% Website 17.5% Already use 38.1% 57.6% 5.2% 24 months 18.4% 21.6% Business cards 12 months 39.1% 46.4% We're not When conducting research to validate the credentials of a referral When identifying outside counsel in an unfamiliar jurisdiction or area of expertise (when a personal referral is unavailable) Source: Vizbility Survey Source: Vizbility Survey Vizibility LexisNexis © 2012 Vizibility Inc. 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