Page 70 - Professional Services Networks
P. 70
The Handbook: Law Firm Networks
through the network. The relationships become more collaborative because the members themselves take the
initiatives rather than being directed by the network.
Today the use of internal engagement marketing is increasing. An example of engagement marketing is
described in the DuPont network.312 It uses technology to create groups in which members of the group are
able to interact with each other across firms.
Exhibit 6 – Internal Marketing and Brand Development
Budget Type of Branding Level 1 Level 2 Level 3 Level 4
Website x No Yes 6 figures Multi-million
Directory dollar
Meetings Awareness No Yes Yes Yes
Newsletters (Printed) Awareness No Yes Yes Yes but internal
Network Overview to Awareness Yes Yes Yes Yes
Professionals No No Yes Employee- typed
General Information Awareness No No Yes Yes
Seminars
Webinars Awareness No No Yes Yes
Awareness No No Yes Yes - Advanced
Awards Awareness No No Yes Yes
Engagement
ExtraNet Awareness No No Yes Yes
Engagement
Committees Awareness No No Yes Yes
Engagement
Practice Groups Awareness No No Yes Yes
Engagement
Regional Groups Awareness No No Yes Yes
Engagement
Industry Groups Awareness No No Yes Yes
Engagement
Awareness No No Yes Yes
Engagement
Inter-Member Marketing
Inter-member marketing is a form of relationship marketing when members take the initiative to meet with
one another fully apart from the network activities. It is an internal marketing function, since no one in the
network except the participants may be aware of the meeting. The objective of the meeting is to find a
common interest, which can be in practice areas, sharing management or technical information, and/or
establishing a joint undertaking to attract clients.
The different types of interchanges are listed in the table below.
Exhibit 7 – Inter-Member Marketing313
312 DUPONT LEGAL MODEL, supra note 241. “At the time of the Knowledge Base’s creation, law firms were not widely using the internet, and the
internet did not yet promise sufficient security as a collaborative client law firm tool. But with recent advances, DuPont Legal has implemented a
virtual private network that uses the internet. The virtual private network, which is essentially an extranet with appropriate levels of security, has
increased flexibility and reduced costs, while maintaining the same functionality previously offered on the KB. It has taken DuPont Legal and its
PLFs and service providers to the next level of technological sophistication. Now, Network members directly access the KB via a secure internet link-
much as one would access any other internet site-rather than via a dedicated fractional T1 line.”
- 58 -
through the network. The relationships become more collaborative because the members themselves take the
initiatives rather than being directed by the network.
Today the use of internal engagement marketing is increasing. An example of engagement marketing is
described in the DuPont network.312 It uses technology to create groups in which members of the group are
able to interact with each other across firms.
Exhibit 6 – Internal Marketing and Brand Development
Budget Type of Branding Level 1 Level 2 Level 3 Level 4
Website x No Yes 6 figures Multi-million
Directory dollar
Meetings Awareness No Yes Yes Yes
Newsletters (Printed) Awareness No Yes Yes Yes but internal
Network Overview to Awareness Yes Yes Yes Yes
Professionals No No Yes Employee- typed
General Information Awareness No No Yes Yes
Seminars
Webinars Awareness No No Yes Yes
Awareness No No Yes Yes - Advanced
Awards Awareness No No Yes Yes
Engagement
ExtraNet Awareness No No Yes Yes
Engagement
Committees Awareness No No Yes Yes
Engagement
Practice Groups Awareness No No Yes Yes
Engagement
Regional Groups Awareness No No Yes Yes
Engagement
Industry Groups Awareness No No Yes Yes
Engagement
Awareness No No Yes Yes
Engagement
Inter-Member Marketing
Inter-member marketing is a form of relationship marketing when members take the initiative to meet with
one another fully apart from the network activities. It is an internal marketing function, since no one in the
network except the participants may be aware of the meeting. The objective of the meeting is to find a
common interest, which can be in practice areas, sharing management or technical information, and/or
establishing a joint undertaking to attract clients.
The different types of interchanges are listed in the table below.
Exhibit 7 – Inter-Member Marketing313
312 DUPONT LEGAL MODEL, supra note 241. “At the time of the Knowledge Base’s creation, law firms were not widely using the internet, and the
internet did not yet promise sufficient security as a collaborative client law firm tool. But with recent advances, DuPont Legal has implemented a
virtual private network that uses the internet. The virtual private network, which is essentially an extranet with appropriate levels of security, has
increased flexibility and reduced costs, while maintaining the same functionality previously offered on the KB. It has taken DuPont Legal and its
PLFs and service providers to the next level of technological sophistication. Now, Network members directly access the KB via a secure internet link-
much as one would access any other internet site-rather than via a dedicated fractional T1 line.”
- 58 -
