We operate in an increasingly dynamic and global business environment. Things are changing quickly and what is considered normal today only, a few years ago would have spun heads. Let’s face it, using 3D printers to create three dimensional objects, wearable electronics to monitor our health and communicate, and Facebook using lasers to beam internet access to dead zones were no more than outrageous fantasies of daydreamers even 3 years ago. The changes in every industry are happening so fast that many are still figuring out how to adopt the last launch before the next 3 have availability dates.
We understand that for the professional services world, adoption of new communication methods can prove even more difficult than in other industries. After all, this industry is meant to provide stability to clients; tweeting, commenting and posting for the world to see with no take-backs is not exactly natural. Some firms have decided that a “wait and see” approach is best. Data from the 2014 Greentarget survey says otherwise. Over 74% of in-house counsel mentioned attorney-authored articles and speeches as somewhat or very important in selecting outside firms for hire, and over 69% of in-house counsel listed attorney-authored blogs as somewhat or very important in selecting outside firms for hire. So now what?
- Start by doing your research and understanding your audience. Who you are writing for? Where are they getting their information and what problems do they need solved? What pages and content on your site are viewed most?
- Set objectives based on your firm’s/clients’ needs and desires (as opposed to everything that is possible); implement what makes the most sense and what the firm can handle (i.e., blogs, LinkedIn, Twitter).
- Provide regular, fresh content. Make sure your website and social media accounts are kept current and utilize a variety of formats, topics and experts.
- Leverage and promote content across firm and WSG channels. The number one rule today is to increase the impact of your content by leveraging it across sources that are highly viewed and regarded by your clients (not the world). Your affiliation with WSG helps to elevate your authority and relevance as a firm among the industry. Remember content in today’s world of cross referencing at your fingertips is only as good as what comes with it on the search engines.
- Set measurable short-term and long-term goals; determine and implement measurement tools; review regularly.
Know that the statistics are real, focus on what works for you and make sure you are optimizing the power and reach of the WSG network to efficiently and effectively distribute and promote your expertise and experience to the world.
The WSG 2014 Africa/Middle East Regional was a success with over 20 WSG delegates from over 10 different jurisdictions. The host firm ENSafrica welcomed the delegates at their Cape Town office restaurant, 14[fourteen] which offered breath-taking views of Table Mountain. Program highlights held in ENSafrica’s state-of-the-art auditorium, focused on topics such as The Changing Political/Economic Environment in the Africa/Middle East Region and Multinational Law Firms Friends or Foe. The Friday program concluded at the traditional South African Moyo restaurant on the famous Victoria & Alfred Waterfront.
“It was great to see everyone representing their jurisdictions come together to share their valuable ideas, thoughts and opinions. We are looking forward to next year.” Koos Pretorius, ENSafrica
WSG's 2014 Africa/Middle East Regional Meeting photos:
Michael Schilling, ENSafrica (Mauritius) giving a presentation on Lessons Learned from the Expansion of Multinational Law Firms Into Eastern Europe.
View of Table Mountain
Delegates enjoy cocktails on the balcony of Moyo Restaurant on the Waterfront.
To see the full list of presentations and photos please visit our WSG 2014 Africa/Middle East Regional Meeting Post Event Page.
Referrals and Collaborations are an important part of a firm’s networking portfolio. Such relationships foster trust and promote new and innovative connections around the world. WSG understands the importance of keeping track of your referrals and collaborations. Our new tool makes it easier to keep track of referral and collaboration details such as a brief overview of the facts, referrer/referee, type of transaction, and fees involved. It allows you to easily see immediate benefits of your membership not only through referral business, but also through less tangible advantages such as servicing of the client, speaking engagements, the free advice policy and many more collaborative opportunities. Many members have begun using this tool since we first launched it last month, and we invite you to join in and start considering the many benefits your membership has already offered your firm.
To view the Full Press Release Click Here