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Australia Law Firms Shine; Hong Kong & FIRM in FOCUS / 32

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Australia Law Firms Shine; Hong Kong & FIRM in FOCUS / 32 October 2013 Living Ratings of Social Media & Brand Content Living Ratings of Social Media & Brand Content in APAC Law Firms. in APAC Law Firms – Top firms by total criteria LEADING WEBSITE SCORE RANK FIRM Australia law firms shine; Hong Kong & FIRM IN FOCUS / 32 1 King & Wood Mallesons AUS APAC/ASIA 26 Singapore yet to emerge from the shadows. 2 Slater & Gordon Ltd AUS AUS 25 3 Ashurst Australia AUS APAC/ASIA 24 4= Eversheds HK GLOBAL 23 As social media communication in the UK’s leading law firms goes from 4= Allens AUS APAC/ASIA 23 4= Corrs Chambers Westgarth AUS APAC/ASIA 23 strength to strength1, Living Ratings looks at how leading law firms in 7 Clayton Utz AUS APAC/ASIA 22 Australia, Hong Kong and Singapore are faring. 8 Minter Ellison AUS APAC/ASIA 20 9 Jones Day HK GLOBAL 19 10 Linklaters* HK/SING GLOBAL 18 While the leading international firms • 27 had an active Twitter channel Aussie rules! 11= Norton Rose Australia AUS APAC/ASIA 16 in the APAC region continue to (15 of these were international firms). 11= Freehills AUS GLOBAL 16 make strong progress in social media, • 16 had an active LinkedIn page (All The evidence from our analysis shows 11= Herbert Smith Freehills* HK/SING GLOBAL 16 our study shows that local firms – 16 of these were international firms). that the social media communication with the exception of those in Australia • 16 had an active Facebook page of Australia’s leading law firms is light 14= Allen & Overy HK GLOBAL 15 – demonstrate little appetite for social (12 of these were international firms). years ahead of those in Hong Kong and 14= Gadens Lawyers AUS APAC/ASIA 15 media communication. • 12 had a dedicated channel on Singapore. King & Wood Mallesons, the Skadden, Arps, Slate, 14= HK GLOBAL 15 YouTube (11 of these were leading firm in our study, stands head Meagher & Flom Our study covers 60 firms in three international firms). and shoulders above some of the much 17= Linklaters HK ASIA/APAC 14 countries; Australia, Hong Kong and larger international law firms. We rated 17= Clyde & Co HK ASIA/APAC 14 Singapore. We anticipated the quality In Hong Kong and Singapore, we found just ten of Australia’s leading law firms 19= Harney Westwood & Riegels HK GLOBAL 13 we found in leading international firms only three local law firms – Stephenson and the quality was impressive. such as Eversheds and Linklaters but Harwood, Spruson & Ferguson, Rajah & 19= Mayer Brown JSM HK ASIA/APAC 13 were surprised by the lack of social media Tann – are using what could be defined 19= Norton Rose Fulbright SING APAC/ASIA 13 communication from Hong Kong’s and as effective and coordinated social media. 19= White & Case SING GLOBAL 13 Singapore’s local firms. For example, 23= Hogan Lovells HK GLOBAL 12 in Hong Kong and Singapore, of the 50 leading law firms we rated: 23= Spruson & Ferguson HK ASIA/APAC 12 1. Source: Living Ratings of Social Media & Brand Content in Professional Services, April 2013. * Herbert Smith’s & Linklaters’ Hong Kong & Singapore offices rated seperately but achieved identical scores as social media is global. Email us: [email protected] Call us in Hong Kong: +852 3711 3100 Call us in London: +44 (0)20 7739 8899 Connect on Twitter: @LivingGroup Website: www.living-group.com 1 To talk with our team about any of the issues in this study or organise a meeting to discuss how you could benefit from developing a social media and digital brand content strategy please contact us © 2013 Living Group. www.living-group.com Living Ratings of Social Media & Brand Content in APAC Law Firms: October 2013 Advantage Australia The top 25 in detail In terms of quality the social media communication of Australia’s leading law firms is way ahead of leading local firms in Hong Kong and Singapore. Top 25 firms by website focus Hong Kong & Singapore firms lacking local social media presence Hong Kong In Hong Kong and Singapore, of the 50 leading law firms we rated: Local 10 15 Global APAC/ASIA Singapore 27 16 …had an active Twitter …had an active LinkedIn page. channel. 15 of these were All 16 of these were international firms. international firms. Top 25 firms by country of leadership Australia 16 12 4 Singapore 10 …had an active Facebook …had a dedicated channel Hong Kong page. 12 of these were on YouTube. 11 of these 11 Australia international firms. were international firms. 7 Australia firms in Living Ratings top 10 Email us: [email protected] Call us in Hong Kong: +852 3711 3100 Call us in London: +44 (0)20 7739 8899 Connect on Twitter: @LivingGroup Website: www.living-group.com 2 To talk with our team about any of the issues in this study or organise a meeting to discuss how you could benefit from developing a social media and digital brand content strategy please contact us © 2013 Living Group. www.living-group.com Living Ratings of Social Media & Brand Content in APAC Law Firms: October 2013 Company selection Asia / APAC firms Firms with a focus on the Asia or Living Ratings analysis covers leading law APAC region. These websites typically What do the findings show us? firms from industry rankings provided by have a country-specific focus with three sources: detailed content for each of the offices. Aside from the obvious – that the leading local firms in Hong Kong and Singapore show virtually no appetite Social media content has a specific for social media – our findings reveal a polarisation in the leading APAC law firms’ approach to social media. Hong Kong Business regional or local focus. inaugural top 25 law Social media. Do firms go global or local. Or both? firm rankings for 2012. Local firms Our analysis reveals, on one hand, a group of international firms with dedicated local offices, and country-specific Published: 04 Jan 2013 Firms with a single office focused on web pages, who take a global approach to social media – all communications are generated from corporate HQ Hong Kong, Singapore or Australia. in either the UK or the US. On the other hand we find a group of leading firms with only one office in Hong Kong BRW: Australia’s Top 10 These standalone websites have a single or Singapore who utilise no social media. This raises some interesting questions: law firms by revenue, country focus. Only three Hong Kong FY 11/12. and Singapore firms in this category had • Are both groups missing a timely • Could social media offer these local • Are firms that ignore social media any social media presence. opportunity to connect with local, firms a cost effective way to extend ignoring a key communications Published 02 August 2012 Asia/APAC audiences about their reach and their capability channel that has already been relevant local legal issues? beyond their size and scale? adopted by many of their clients, Singapore Business Review: Living Ratings criteria. employees and professional bodies? Singapore’s top 25 law firms 2012. Three firms; three different approaches to social media. Our analysts rated 60 law firms across Published: 06 Dec 2012 22 criteria in five categories: King & Wood Mallesons, the leaders in our study, deliver Asia-focused social media content – aligned with their Asia focused proposition – through a range of channels. They deal with local issues for local audiences. Research was undertaken in July 1. Brand presence: The number of social and August 2013. media channels that a firm is using. Eversheds have created a social media strategy that has clearly been designed to support their global business proposition. They use a range of social media channels with comprehensive global content. It conveys global scale 2. Brand content: The quality and and coverage but lacks local connections. Methodology relevance of a firm’s social media content and its alignment with Linklaters’ social media and brand content sits somewhere between the two firms above. Like Eversheds they The starting point for our research was their brand. take a global / local approach on their website. The key difference is that they use a dedicated @LinklatersAsia the firms’ websites. After an initial review, channel on Twitter and Facebook to engage directly with their Asia graduate audiences. It features relevant 3. Twitter frequency: The frequency they were categorised as follows: regional issues, content and local graduate opportunities. and consistency of a firm’s Twitter output. Take a look at our three case studies on the following pages for more detail on these different approaches. International firms 4. Response: The time taken to respond Firms with an HQ outside Hong Kong, to an enquiry through Twitter. Singapore or Australia and a network 5. KRED Influence. Social media of international offices. Their websites influence according to kred.com: typically dedicate a single page to their “Your Kred story shows off your most Australia, Hong Kong or Singapore influential content”. Every firm or person offices. Social media content is mostly on Twitter and Facebook has a Kred score global with little specific local or made up of two parts: the “Influence” regional focus. score and the “Outreach” score. Email us: [email protected] Call us in Hong Kong: +852 3711 3100 Call us in London: +44 (0)20 7739 8899 Connect on Twitter: @LivingGroup Website: www.living-group.com 3 To talk with our team about any of the issues in this study or organise a meeting to discuss how you could benefit from developing a social media and digital brand content strategy please contact us © 2013 Living Group. www.living-group.com Living Ratings of Social Media & Brand Content in APAC Law Firms: October 2013 Case study: King & Wood Mallesons “Social media for the ‘Asian Century’ ”.
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