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LIST OF PARTICIPANTS 2
TABLE OF CONTENTS 3
HIGHLIGHTS OF MAIN FINDINGS 10
QUANTITATIVE DATA ABOUT THE SAMPLE 13
1. CHAPTER ONE: CONTENT DEVELOPMENT AND EDITORIAL EMPLOYEES 18
1.1. Mean, Median, Minimum and Maximum Number of Writers and Editors Employed by the Firm 18
1.2. Mean, Median, Minimum and Maximum Number of Writers and Editors Employed by the Firm, Broken Out by Number of Distinct Practice Groups in the Firm 18
1.3. Mean, Median, Minimum and Maximum Number of Writers and Editors Employed by the Firm, Broken Out by The Number of Lawyers in the Firm 18
1.4. Mean, Median, Minimum and Maximum Number of Proofreaders Employed by the Firm 19
1.5. Mean, Median, Minimum and Maximum Number of Proofreaders Employed by the Firm, Broken Out by Number of Distinct Practice Groups in the Firm 19
1.6. Mean, Median, Minimum and Maximum Number of Proofreaders Employed by the Firm, Broken Out by The Number of Lawyers in the Firm 19
1.7. Trend in the Firm’s Spending on Editorial Staff 20
1.8. Trend in the Firm’s Spending on Editorial Staff, Broken Out by Number of Distinct Practice Groups in the Firm 20
1.9. Trend in the Firm’s Spending on Editorial Staff, Broken Out by The Number of Lawyers in the Firm 20
1.10. Percentage of Firms that Hire Freelancers to Produce Editorial Content 20
1.11. Percentage of Firms that Hire Freelancers to Produce Editorial Content, Broken Out by Number of Distinct Practice Groups in the Firm 21
1.12. Percentage of Firms that Hire Freelancers to Produce Editorial Content, Broken Out by The Number of Lawyers in the Firm 21
2. CHAPTER TWO: POLICIES ON USE OF BLOGS 22
2.1. Percentage of Firms that Publish Blogs 22
2.2. Percentage of Firms that Publish Blogs, Broken Out by Number of Distinct Practice Groups in the Firm 22
2.3. Percentage of Firms that Publish Blogs, Broken Out by The Number of Lawyers in the Firm 22
2.4. Mean, Median, Minimum and Maximum Mean Number of Blogs Maintained Per Firm 23
2.5. Mean, Median, Minimum and Maximum Mean Number of Blogs Maintained Per Firm, Broken Out by Number of Distinct Practice Groups in the Firm 23
2.6. Mean, Median, Minimum and Maximum Mean Number of Blogs Maintained Per Firm, Broken Out by The Number of Lawyers in the Firm 23
2.7. Percentage of Firms that Publish a Blog Specifically for Marketing Purposes 23
2.8. Percentage of Firms that Publish a Blog Specifically for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm 23
2.9. Percentage of Firms that Publish a Blog Specifically for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm 24
2.10. Percentage of Firms that Surf and Respond to Existing Blogs for Marketing Purposes 24
2.11. Percentage of Firms that Surf and Respond to Existing Blogs for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm 24
2.12. Percentage of Firms that Surf and Respond to Existing Blogs for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm 24
2.13. Law Firm Spending Plans to Develop Blogs as Promotional Vehicles 25
2.14. Law Firm Spending Plans to Develop Blogs as Promotional Vehicles, Broken Out by Number of Distinct Practice Groups in the Firm 25
2.15. Law Firm Spending Plans to Develop Blogs as Promotional Vehicles, Broken Out by The Number of Lawyers in the Firm 25
3. CHAPTER THREE: WEBSITE STRATEGIES 26
3.1. Percentage of Firms that Have a Website 26
3.2. Law Firm Management Practices for Last Major Revision of the Firm’s Website 26
3.3. Law Firm Management Practices for Last Major Revision of the Firm’s Website, Broken Out by Number of Distinct Practice Groups in the Firm 26
3.4. Law Firm Management Practices for Last Major Revision of The Firm’s Website, Broken Out by The Number of Lawyers in the Firm 27
3.5. Mean, Median, Minimum and Maximum Law Firm Total Spending (In $) for Consultants or Freelancers for the Last Major Revision of The Firm’s Website 27
3.6. Mean, Median, Minimum and Maximum Law Firm Total Spending (In $) for Consultants or Freelancers for the Last Major Revision of The Firm’s Website, Broken Out by Number of Distinct Practice Groups in the Firm 27
3.7. Mean, Median, Minimum and Maximum Law Firm Total Spending (In $) for Consultants or Freelancers for the Last Major Revision of The Firm’s Website, Broken Out by The Number of Lawyers in the Firm 28
3.8. Use of Webmasters 28
3.9. Use of Webmasters, Broken Out by Number of Distinct Practice Groups in the Firm 28
3.10. Use of Webmasters, Broken Out by The Number of Lawyers in the Firm 29
3.11. Percentage of Firms that have Ever Conducted a Formal Usability Study of the Firm’s Website 29
3.12. Percentage of Firms that have Ever Conducted a Formal Usability Study of the Firm’s Website, Broken Out by Number of Distinct Practice Groups in the Firm 29
3.13. Percentage of Firms that have Ever Conducted a Formal Usability Study of the Firm’s Website, Broken Out by The Number of Lawyers in the Firm 30
3.14. Percentage of Firms that have Conducted a Formal Usability Study of the Firm’s Website that Used Consultants to Conduct the Study 30
3.15. Percentage of Firms that have Conducted a Formal Usability Study of the Firm’s Website that Used Consultants to Conduct the Study, Broken Out by Number of Distinct Practice Groups in the Firm 30
3.16. Percentage of Firms that have Conducted a Formal Usability Study of the Firm’s Website that Used Consultants to Conduct the Study, Broken Out by The Number of Lawyers in the Firm 30
3.17. Percentage of Law Firm Websites that Offer RSS Feeds so that End Users Can be Automatically Sent Information and News Releases from the Firm 31
3.18. Percentage of Law Firm Websites that Offer RSS Feeds so that End Users Can be Automatically Sent Information and News Releases from the Firm, Broken Out by Number of Distinct Practice Groups in the Firm 31
3.19. Percentage of Law Firm Websites that Offer RSS Feeds so that End Users Can be Automatically Sent Information and News Releases from the Firm, Broken Out by The Number of Lawyers in the Firm 31
3.20. Mean, Median, Minimum and Maximum Number of Unique Visitors Per Month to the Law Firm Website 31
3.21. Mean, Median, Minimum and Maximum Number of Unique Visitors Per Month to the Law Firm Website, Broken Out by Number of Distinct Practice Groups in the Firm 32
3.22. Mean, Median, Minimum and Maximum Number of Unique Visitors Per Month to the Law Firm Website, Broken Out by The Number of Lawyers in the Firm 32
4. CHAPTER FOUR: USE OF E-NEWSLETTERS 33
4.1. Percentage of Firms that Publish E-Newsletters 33
4.2. Percentage of Firms that Publish E-Newsletters, Broken Out by Number of Distinct Practice Groups in the Firm 33
4.3. Percentage of Firms that Publish E-Newsletters, Broken Out by The Number of Lawyers in the Firm 33
4.4. Mean, Median, Minimum and Maximum Mean Number of E-Newsletters Maintained Per Firm 33
4.5. Mean, Median, Minimum and Maximum Mean Number of E-Newsletters Maintained Per Firm, Broken Out by Number of Distinct Practice Groups in the Firm 34
4.6. Mean, Median, Minimum and Maximum Mean Number of E-Newsletters Maintained Per Firm, Broken Out by The Number of Lawyers in the Firm 34
4.7. View of Email Newsletters as a Marketing Vehicle for the Firm 34
4.8. View of Email Newsletters as a Marketing Vehicle for the Firm, Broken Out by Number of Distinct Practice Groups in the Firm 34
4.9. View of Email Newsletters as a Marketing Vehicle for the Firm, Broken Out by The Number of Lawyers in the Firm 35
4.10. Percentage of Law Firms that Use Software for E-newsletters that Enables them to Track How Many Recipients Open or Read the Newsletters 35
4.11. Percentage of Law Firms that Use Software for E-newsletters that Enables them to Track How Many Recipients Open or Read the Newsletters, Broken Out by Number of Distinct Practice Groups in the Firm 35
4.12. Percentage of Law Firms that Use Software for E-newsletters that Enables them to Track How Many Recipients Open or Read the Newsletters, Broken Out by The Number of Lawyers in the Firm 35
4.13. "Open" or "Read" Rate of the Law Firm's E-Newsletters 36
4.14. "Open" or "Read" Rate of the Law Firm's E-Newsletters, Broken Out by the Number of Distinct Practice Groups in the Firm 36
4.15. "Open" or "Read" Rate of the Law Firm's E-Newsletters, Broken Out by the Number of Lawyers in the Firm 36
5. CHAPTER FIVE: USE OF LISTSERV’S 37
5.1. Percentage of Firms that Maintain Listservs or Newsgroups 37
5.2. Percentage of Firms that Maintain Listservs or Newsgroups, Broken Out by Number of Distinct Practice Groups in the Firm 37
5.3. Percentage of Firms that Maintain Listservs or Newsgroups, Broken Out by The Number of Lawyers in the Firm 37
5.4. Percentage of Law Firms that Sponsor Listservs Specifically to Market the FIrm 37
5.5. Percentage of Law Firms that Plan to Sponsor a Listserv Within the Next Two Years 38
5.6. Percentage of Law Firms that Plan to Sponsor a Listserv Within the Next Two Years, Broken Out by Number of Distinct Practice Groups in the Firm 38
5.7. Percentage of Law Firms that Plan to Sponsor a Listserv Within the Next Two Years, Broken Out by The Number of Lawyers in the Firm 38
5.8. Mean, Median, Minimum and Maximum Mean Number of Listservs Maintained Per Firm, Broken Out by Number of Distinct Practice Groups in the Firm 38
5.9. Mean, Median, Minimum and Maximum Mean Number of Listservs Maintained Per Firm, Broken Out by The Number of Lawyers in the Firm 39
6. CHAPTER SIX: USE OF OPT-IN EMAIL 40
6.1. Percentage of Firms that Use Opt-In Email Marketing 40
6.2. Percentage of Firms that Use Opt-In Email Marketing, Broken Out by Number of Distinct Practice Groups in the Firm 40
6.3. Percentage of Firms that Use Opt-In Email Marketing, Broken Out by The Number of Lawyers in the Firm 40
6.4. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm for Opt-In Email 40
6.5. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm for Opt-In Email, Broken Out by Number of Distinct Practice Groups in the Firm 41
6.6. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm for Opt-In Email, Broken Out by The Number of Lawyers in the Firm 41
6.7. Law Firm Spending Plans for Use of Opt-In Email for Promotional Purposes 41
6.8. Law Firm Spending Plans for Use of Opt-In Email for Promotional Purposes, Broken Out by Number of Distinct Practice Groups in the Firm 42
6.9. Law Firm Spending Plans for Use of Opt-In Email for Promotional Purposes, Broken Out by The Number of Lawyers in the Firm 42
7. CHAPTER SEVEN: USE OF BANNER ADS OR WEBSITE SPONSORSHIP 43
7.1. Percentage of Firms that Use Banner Ads or Website Sponsorship Advertising 43
7.2. Percentage of Firms that Use Banner Ads or Website Sponsorship Advertising, Broken Out by Number of Distinct Practice Groups in the Firm 43
7.3. Percentage of Firms that Use Banner Ads or Website Sponsorship Advertising, Broken Out by The Number of Lawyers in the Firm 43
7.4. Mean, Median, Minimum and Maximum Spending (In $) Per Firm for Banner Ads and Website Sponsorships 44
7.5. Mean, Median, Minimum and Maximum Spending (In $) Per Banner Ads and Website Sponsorships, Broken Out by Number of Distinct Practice Groups in the Firm 44
7.6. Mean, Median, Minimum and Maximum Spending (In $) Per Firm for Banner Ads and Website Sponsorships, Broken Out by The Number of Lawyers in the Firm 44
7.7. Law Firm Spending Plans for Banner Ads 45
7.8. Law Firm Spending Plans for Banner Ads, Broken Out by Number of Distinct Practice Groups in the Firm 45
7.9. Law Firm Spending Plans for Banner Ads, Broken Out by The Number of Lawyers in the Firm 45
7.10. Law Firm Spending Plans for Website Sponsorships 46
7.11. Law Firm Spending Plans for Website Sponsorships, Broken Out by Number of Distinct Practice Groups in the Firm 46
7.12. Law Firm Spending Plans for Website Sponsorships, Broken Out by The Number of Lawyers in the Firm 46
8. CHAPTER EIGHT: PAYMENTS FOR HIGHER SEARCH ENGINE PLACEMENT 47
8.1. Percentage of Firms that Have Made Payments to Search Engines for Higher Search Engine Placement 47
8.2. Percentage of Firms that Have Made Payments to Search Engines for Higher Search Engine Placement, Broken Out by Number of Distinct Practice Groups in the Firm 47
8.3. Percentage of Firms that Have Made Payments to Search Engines for Higher Search Engine Placement, Broken Out by The Number of Lawyers in the Firm 47
8.4. Mean, Median, Minimum and Maximum Spending (In $) Per Firm for Higher Search Engine Placement 48
8.5. Mean, Median, Minimum and Maximum Spending (In $) Per Firm for Higher Search Engine Placement, Broken Out by Number of Distinct Practice Groups in the Firm 48
8.6. Mean, Median, Minimum and Maximum Spending (In $) Per Firm for Higher Search Engine Placement, Broken Out by The Number of Lawyers in the Firm 48
8.7. Law Firm Spending Plans for Search Engine Placement 48
8.8. Law Firm Spending Plans for Search Engine Placement, Broken Out by Number of Distinct Practice Groups in the Firm 49
8.9. Law Firm Spending Plans for Search Engine Placement, Broken Out by The Number of Lawyers in the Firm 49
8.10. Percentage of Firms that have Ever Hired a Consultant to Advise on How to Appear Higher in Search Engine Rankings 49
8.11. Percentage of Firms that have Ever Hired a Consultant to Advise on How to Appear Higher in Search Engine Rankings, Broken Out by Number of Distinct Practice Groups in the Firm 50
8.12. Percentage of Firms that have Ever Hired a Consultant to Advise on How to Appear Higher in Search Engine Rankings, Broken Out by The Number of Lawyers in the Firm 50
8.13. Likelihood that Within the Next Two Years the Firm Will Hire a Consultant to Advise it on How to Appear Higher in Search Engine Rankings 50
8.14. Likelihood that Within the Next Two Years the Firm Will Hire a Consultant to Advise it on How to Appear Higher in Search Engine Rankings, Broken Out by Number of Distinct Practice Groups in the Firm 51
8.15. Likelihood that Within the Next Two Years the Firm Will Hire a Consultant to Advise it on How to Appear Higher in Search Engine Rankings, Broken Out by The Number of Lawyers in the Firm 51
9. CHAPTER NINE: PODCASTING AND WEBCASTING 52
9.1. Percentage of Firms that have ever done a Podcast to Help Market the Law Firm 52
9.2. Percentage of Firms that have ever done a Podcast to Help Market the Law Firm, Broken Out by Number of Distinct Practice Groups in the Firm 52
9.3. Percentage of Firms that have ever done a Podcast to Help Market the Law Firm, Broken Out by The Number of Lawyers in the Firm 52
9.4. Percentage of Firms that have ever Used Webcasts, Streaming Video or any other Form of Video on Demand to Market the Law Firm 53
9.5. Percentage of Firms that have ever Used Webcasts, Streaming Video or any other Form of Video on Demand to Market the Law Firm, Broken Out by Number of Distinct Practice Groups in the Firm 53
9.6. Percentage of Firms that have ever Used Webcasts, Streaming Video or any other Form of Video on Demand to Market the Law Firm, Broken Out by The Number of Lawyers in the Firm 53
9.7. Use of Outside Services Vs. In-House Resources for those Firms that Use Webcasting, Streaming Video or Other Forms of Downloadable VIdeo 53
9.8. Use of Outside Services Vs. In-House Resources for those Firms that Use Webcasting, Streaming Video or Other Forms of Downloadable VIdeo, Broken Out by Number of Distinct Practice Groups in the Firm 54
9.9. Use of Outside Services Vs. In-House Resources for those Firms that Use Webcasting, Streaming Video or Other Forms of Downloadable VIdeo, Broken Out by The Number of Lawyers in the Firm 54
9.10. Mean, Median, Minimum and Maximum Annual Spending (in $) on Webcasting, Podcasting, Streaming Video or Other Forms of Downloadable Video 54
9.11. Mean, Median, Minimum and Maximum Annual Spending (In $) on Webcasting, Podcasting, Streaming Video or Other Forms of Downloadable Video, Broken Out by Number of Distinct Practice Groups in the Firm 54
9.12. Mean, Median, Minimum and Maximum Annual Spending (In $) on Webcasting, Podcasting, Streaming Video or Other Forms of Downloadable Video, Broken Out by The Number of Lawyers in the Firm 55
9.13. Law Firm Plans for Podcasting Over the Next Two Years 55
9.14. Law Firm Plans for Podcasting Over the Next Two Years, Broken Out by Number of Distinct Practice Groups in the Firm 55
9.15. Law Firm Plans for Podcasting Over the Next Two Years, Broken Out by The Number of Lawyers in the Firm 55
9.16. Law Firm Plans for Webcasting Over the Next Two Years 56
9.17. Law Firm Plans for Webcasting Over the Next Two Years, Broken Out by Number of Distinct Practice Groups in the Firm 56
9.18. Law Firm Plans for Webcasting Over the Next Two Years, Broken Out by The Number of Lawyers in the Firm 56
10. CHAPTER TEN: USE OF ONLINE DIRECTORIES AND LAW PORTALS FOR MARKETING PURPOSES 57
10.1. Estimation of the Marketing Value of Superpages.com 57
10.2. Estimation of the Marketing Value of Superpages.com, Broken Out by Number of Distinct Practice Groups in the Firm 57
10.3. Estimation of the Marketing Value of Superpages.com, Broken Out by The Number of Lawyers in the Firm 57
10.4. Estimation of the Marketing Value of Lawinfo.com 58
10.5. Estimation of the Marketing Value of Lawinfo.com, Broken Out by Number of Distinct Practice Groups in the Firm 58
10.6. Estimation of the Marketing Value of Lawinfo.com, Broken Out by The Number of Lawyers in the Firm 58
10.7. Estimation of the Marketing Value of Findlaw.com 58
10.8. Estimation of the Marketing Value of Findlaw.com, Broken Out by Number of Distinct Practice Groups in the Firm 59
10.9. Estimation of the Marketing Value of Findlaw.com, Broken Out by The Number of Lawyers in the Firm 59
10.10. Estimation of the Value of Martindale.com for Marketing Purposes 59
10.11. Estimation of the Value of Martindale.com for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm 59
10.12. Estimation of the Value of Martindale.com for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm 60
10.13. Estimation of the Value of Law.com for Marketing Purposes 60
10.14. Estimation of the Value of Law.com for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm 60
10.15. Estimation of the Value of Law.com for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm 60
10.16. Estimation of the Value of Yellowpages.com for Marketing Purposes 61
10.17. Estimation of the Value of Yellowpages.com for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm 61
10.18. Estimation of the Value of Yellowpages.com for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm 61
10.19. Estimation of the Value of UsetheExperts.com for Marketing Purposes 61
10.20. Estimation of the Value of UsetheExperts.com for Marketing Purposes, Broken Out by Number of Distinct Practice Groups in the Firm 62
10.21. Estimation of the Value of UsetheExperts.com for Marketing Purposes, Broken Out by The Number of Lawyers in the Firm 62
11. CHAPTER ELEVEN: USE OF ELECTRONIC PRESS RELEASE DISTRIBUTION SERVICES 63
11.1. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm on Electronic Press Release Services 63
11.2. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm on Electronic Press Release Services, Broken Out by Number of Distinct Practice Groups in the Firm 63
11.3. Mean, Median, Minimum and Maximum Annual Spending (In $) Per Firm on Electronic Press Release Services, Broken Out by The Number of Lawyers in the Firm 63
11.4. Law Firm Spending Plans on Electronic Press Release Transmission Services 64
11.5. Law Firm Spending Plans on Electronic Press Release Transmission Services, Broken Out by Number of Distinct Practice Groups in the Firm 64
11.6. Law Firm Spending Plans on Electronic Press Release Transmission Services, Broken Out by The Number of Lawyers in the Firm 64
11.7. Evaluation of the Firm’s Use of Web-Based Press Release Distribution Services 65
11.8. Evaluation of the Firm’s Use of Web-Based Press Release Distribution Services, Broken Out by Number of Distinct Practice Groups in the Firm 65
11.9. Evaluation of the Firm’s Use of Web-Based Press Release Distribution Services, Broken Out by The Number of Lawyers in the Firm 65
11.10. Mean, Median, Minimum and Maximum Size of the List of Press Contacts to Which Firms Email Press Releases 65
11.11. Mean, Median, Minimum and Maximum Size of the List of Press Contacts to Which Firms Email Press Releases, Broken Out by Number of Distinct Practice Groups in the Firm 66
11.12. Mean, Median, Minimum and Maximum Size of the List of Press Contacts to Which Firms Email Press Releases, Broken Out by The Number of Lawyers in the Firm 66
11.13. Percentage of Firms that Maintain a List of Press Contacts to which to Email Press Releases 66
11.14. Percentage of Firms that Maintain a List of Press Contacts to which to Email Press Releases, Broken Out by Number of Distinct Practice Groups in the Firm 66
11.15. Percentage of Firms that Maintain a List of Press Contacts to which to Email Press Releases, Broken Out by The Number of Lawyers in the Firm 67
11.16. Level of Centralization of Public Relations Efforts 67
11.17. Level of Centralization of Public Relations Efforts, Broken Out by Number of Distinct Practice Groups in the Firm 67
11.18. Level of Centralization of Public Relations Efforts, Broken Out by The Number of Lawyers in the Firm 68
OTHER REPORTS FROM PRIMARY RESEARCH GROUP 69
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