Page 78 - The Handbook - Law Firm Networks 2018
P. 78
The Handbook: Law Firm Networks
can be distributed through RSS342 feeds to other sites to other social media outlets. The International Lawyers
Network’s home page is a series of blogs about the network and content from its members.343
Summary
The marketing of networks internally has had more than 20 years to develop. The result is very strong
relationships between the attorneys that are the principal contacts at the member firms. The issue is how
successful the internal marketing has been to create awareness of attorneys that are not the contacts. It is this
awareness that will create the highest ROI.
However, awareness of membership in a network or networks varies considerably depending on many
factors ranging from the type of network (Level 2, 3, or 4) to the number of networks in which an individual
law firm participates. Without establishing brands associated with members, awareness is difficult to
achieve. Technology can change this by broader distribution of materials in alternative format such as groups
and videos.
Organic or three-dimensional internal marketing is limited as a result of the lack for financial and other
resources. Interaction must produce a return on investment beyond simply making contacts. Jointly
producing a tangible product requires staff coordination or the investment of one firm. Most networks do not
have these resources.
External marketing to individuals and corporate clients have been often limited. How does a network present
itself and its members to corporate counsel? The obvious is to have a corporate counsel association meeting.
Because it is obvious, everyone does it — including the largest law firms. There is usually only a small
amount of differentiation.
The best would be to develop a uniqueness that develops a relationship with clients and potential clients. The
relationship must be reciprocal.
342 RSS, WIKIPEDIA, en.wikipedia.org/wiki/RSS (last visited Feb. 5, 2016).
343 INTERNATIONAL LAWYERS NETWORK, www.ilntoday.com/ (last visited Feb. 5, 2016).
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can be distributed through RSS342 feeds to other sites to other social media outlets. The International Lawyers
Network’s home page is a series of blogs about the network and content from its members.343
Summary
The marketing of networks internally has had more than 20 years to develop. The result is very strong
relationships between the attorneys that are the principal contacts at the member firms. The issue is how
successful the internal marketing has been to create awareness of attorneys that are not the contacts. It is this
awareness that will create the highest ROI.
However, awareness of membership in a network or networks varies considerably depending on many
factors ranging from the type of network (Level 2, 3, or 4) to the number of networks in which an individual
law firm participates. Without establishing brands associated with members, awareness is difficult to
achieve. Technology can change this by broader distribution of materials in alternative format such as groups
and videos.
Organic or three-dimensional internal marketing is limited as a result of the lack for financial and other
resources. Interaction must produce a return on investment beyond simply making contacts. Jointly
producing a tangible product requires staff coordination or the investment of one firm. Most networks do not
have these resources.
External marketing to individuals and corporate clients have been often limited. How does a network present
itself and its members to corporate counsel? The obvious is to have a corporate counsel association meeting.
Because it is obvious, everyone does it — including the largest law firms. There is usually only a small
amount of differentiation.
The best would be to develop a uniqueness that develops a relationship with clients and potential clients. The
relationship must be reciprocal.
342 RSS, WIKIPEDIA, en.wikipedia.org/wiki/RSS (last visited Feb. 5, 2016).
343 INTERNATIONAL LAWYERS NETWORK, www.ilntoday.com/ (last visited Feb. 5, 2016).
- 65 -
