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 law firms shine; Hong Kong & FIRM IN FOCUS / 32

1 King & Wood Mallesons AUS APAC/ 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= 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 * 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= 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= 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= 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.

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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

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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.

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Case study: King & Wood Mallesons “Social media for the ‘Asian Century’ ”. Twitter One of Australia’s leading law firms The @kwmlaw Twitter page is well branded with frequent tweets. Living Ratings #1 A browse through their tweets shows evidence of a social media communications plan that is clearly relevant to their audiences in the region. Tweets contain much less third-party content than many firms which is good to see. There are also a good number of links to feature-rich “Media” and “Publications” pages on their website. Website

A Google search for KWM ranks them with the words “Leading Asian Lawyers.” In addition to a firm grasp of SEO they also show great understanding of the value of website user experience. First, the “Global Site” states “King & Wood Mallesons is a powerhouse brand designed for the Asian Century.” In addition there are clear links to four, country specific websites; Australia, China, Hong Kong and & Middle East. The Australia site is the starting point for a unique and comprehensive social media experience. It features links to Facebook, LinkedIn, Twitter, YouTube, Instagram and four blog sites.

Blog

KWM Law’s website provides links to four different blog sites. “IP Blog” (shown right), “China Law Insight”, “Comp Blog” and “ASK – a free legal advice service for youth”. Check out the IP Blog for one of the smartest blog sites we’ve seen in the sector.

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Facebook LinkedIn

A look at this Facebook page provides the In line with its APAC focus, KWM’s LinkedIn page greets visitors evidence that KWM understands how to with a stunning red and gold photo of dried sunflower seeds use each different social media channel and gold coins and the headline “YOUR LAW FIRM FOR THE in a different way according to its strengths ASIAN CENTURY.” Updates are frequent and recent, supported by and its audiences. This is an excellent logos or graphics, well aligned with Twitter, and contain links to the graduates page with bespoke and relevant website and videos including a great feature, “Disclose to ASX first, graphics accompanying every update. not social media”. In addition to the “Home” tab there are three It features clear, colourful links to photos, other tabs; “Careers”, “Services” and “Insights”. The Careers page “Your Role” (graduate programmes), has a bespoke banner graphic with the headline, “Building great “Key Dates” and “Who We Are” pages. things together” and features links to KWM’s Facebook, Twitter and YouTube pages. YouTube

This dedicated channel features a limited range of videos but is relevant and well produced. KWM uses YouTube to promote the firm to graduates and trainees with videos including, “Creating the Power of Together”, and “Put Your Best Foot Forward.”

Instagram

Among the many UK and APAC law firms Living Ratings has analysed, this is a first. Click on the Instagram link on the website and you land on KWM Law’s Instagram page; “King & Wood Mallesons – This account is run by King & Wood Mallesons staff. Follow us to find out what life is like working for a global law firm based in Asia”. And, “We’ve asked 8 clerks to capture life @kwmlaw. Follow us at bit.ly/TuA36D @instagram”. Simple, saavy, and relevant to its audience.

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Case study: Eversheds Twitter “Connecting you globally, Supporting you locally”. The Eversheds Twitter profile is branded with a partly obscured photo of a reception area in one of their offices and the headline, One of Hong Kong’s leading law firms “A global law firm that sets the standards for quality, innovation and relationships”. In the period we rated, regular tweets covered Living Ratings #4= issues and updates from across the globe, including the UK, Ireland and Africa. It is interesting to note that individual UK and international practice groups – @EvershedsPrivacyLaw, @EvershedsRealEstate, @EvershedsCleanEnergy – are tweeting. In our ratings analysis we found no Hong Kong or Asian specific Twitter content. Website

Eversheds is one of the leading law firms in Hong Kong. Their website welcomes visitors with the words “Connecting you globally, Supporting you locally”. On the “Global Home” page there are links to Facebook, Flickr, LinkedIn, Twitter and YouTube. To find the relevant Hong Kong social media channels we were looking for we clicked on the “Locations” tab to a “Where we are” page where a link was available to “Hong Kong”.

The Hong Kong page at www.eversheds.com/ global/en/where/asia/hong-kong is clearly branded with relevant photography – a Chinese junk in Hong Kong harbour, and features the same social media links – with the same global content – as the “Global Home” page. We found no Hong Kong specific or Asia specific social media channels.

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Facebook LinkedIn

Eversheds’ global Facebook channel is a Another global social media channel with the same banner image mirror image of the firm’s LinkedIn channel. of a reception area in one of the firm’s offices. Updates are It is high quality, well-managed and maintained predominantly US and UK focused and links take the viewer to with frequent updates. However it does raise external features such as thelawyer.com and Acritas’ London and the question about how firms can utilise the UK Law Firm Brand Indexes 2013. In the period we rated we found different channels for different audiences no Asia or Hong Kong specific content. in different ways, rather than recycling shared content.

YouTube

The YouTube icon on the Hong Kong web page links direct to the dedicated UK “Eversheds LLP” channel. There are a variety of videos on topics such as “Meet our Trainee”, “Business in the Community Give & Gain Day”, and “Take a tour of our new purpose-built London headquarters in the heart of the City.” A UK-centric channel, for a global firm.

Flickr

The Flickr link from the Hong Kong web page goes directly to the dedicated “Eversheds International Photostream”. It features over 300 photos of the firm’s employee engagement activities across the UK such as; “Human Table Football”, Birmingham Charity Calendar”, and One Wood Street”. A UK-centric channel for a App global firm. No apps were available through the Hong Kong page but we found an ”Interactive global employment and pensions law guide” app on the global site.

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Case study: Linklaters “Asia-centric social media for graduate engagement and recruitment”. YouTube One of Hong Kong’s and Singapore’s leading law firms Living Ratings #10 Linklaters provides a range of individual videos but no dedicated channel. Linklaters’ only dedicated YouTube channel is Linklaters Graduates UK. Although there is little Asia-centric content it is worth highlighting due to its high quality and presentation. It also promotes the “Linklaters Insights” app and features Website Linklaters’ China reports.

Linklaters.com is a global website with a dedicated and detailed “Linklaters in Singapore” page available under the “Locations” tab. Although neither the global home page nor Facebook the Singapore page feature social media links, a quick search of the most popular channels led us to @LinklatersAsia. The Linklaters Asia page has a stunning header graphic and a dedicated logo and is one of several local Facebook pages including Linklaters , Netherlands and . Facebook posts cover a wide range of relevant APAC, Asia and Twitter China opportunities for graduates. All are supported by a host of photos, graphics, links, likes and company events. @LinklatersAsia is based in Hong Kong and is Linklaters’ Asia graduates channel. It is strongly branded with a global logo and Asia specific header. The frequency of tweets varies depending on news flow and there are often large gaps between updates. Tweets are linked to relevant graduate content such as, “Bowling Night” and the “2013 Hong Kong Law Fair”. The majority of links go to the LinklatersAsia Facebook page.

App

Linklaters “Insights” is the new Linklaters iPad app – “Your legal library on the go”. It offers rich features and content to help clients stay informed about key business and legal issues affecting organisations around the world.

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Rankings by country – which firms lead the way in Australia, Hong Kong & Singapore? The tables below show how law firms are ranked in each country against total Living Ratings criteria across 5 categories: Brand presence, Brand content, Twitter frequency, Twitter response and Kred influence.

Australia: Hong Kong: Singapore:

RANK FIRM WEBSITE SCORE RANK FIRM WEBSITE SCORE RANK FIRM WEBSITE SCORE FOCUS /32 FOCUS /32 FOCUS /32 1 King & Wood Mallesons APAC/ASIA 26 1 Eversheds GLOBAL 23 1 Linklaters GLOBAL 18 2 Slater & Gordon Ltd AUS 25 2 Jones Day GLOBAL 19 2 GLOBAL 16 3 Ashurst Australia GLOBAL 24 3 Herbert Smith Freehills GLOBAL 16 3= Norton Rose Fulbright APAC/ASIA 13 4= Allens APAC/ASIA 23 4= Allen & Overy GLOBAL 15 3= White & Case GLOBAL 13 4= Corrs Chambers Westgarth APAC/ASIA 23 4= Skadden, Arps, Slate, Meagher & Flom GLOBAL 15 5 Spruson & Ferguson APAC/ASIA 12 6 Clayton Utz APAC/ASIA 22 6= Linklaters ASIA/APAC 14 6= Rajah & Tann APAC/ASIA 9 7 Minter Ellison APAC/ASIA 20 6= Clyde & Co ASIA/APAC 14 6= Allen & Overy GLOBAL 9 8= Norton Rose Fulbright APAC/ASIA 16 8= Harney Westwood & Riegels GLOBAL 13 8= Baker & Mckenzie, Wong & Leow GLOBAL 7 8= Herbert Smith Freehills APAC/ASIA 16 8= Mayer Brown JSM ASIA/APAC 13 8= RHT Law TaylorWessing APAC/ASIA 7 10 Gadens Lawyers APAC/ASIA 15 10= Hogan Lovells GLOBAL 12 8= Allens APAC/ASIA 7 10= Spruson & Ferguson ASIA/APAC 12 11= Colin Ng & Partners APAC/ASIA 4 12 Walkers GLOBAL 10 12 GLOBAL 3 13 Orrick, Herrington & Sutcliffe GLOBAL 8 13= Allen & Gledhill APAC/ASIA 1 14 Baker & McKenzie GLOBAL 7 13= Rodyk & Davidson APAC/ASIA 1 15 King & Wood Mallesons ASIA/APAC 6 13= Stamford Law Asia APAC/ASIA 1 16 Deacons ASIA/APAC 4 13= Harry Elias Partnership APAC/ASIA 1 17= Simmons & Simmons GLOBAL 2 DNS Shook Lin & Bok APAC/ASIA 0 17= Robertsons ASIA/APAC 2 DNS Wong Partnership APAC/ASIA 0 19= Cleary Gotleib Steen & Hamilton GLOBAL 1 DNS Drew & Napier GLOBAL 0 19= Tanner De Witt ASIA/APAC 1 DNS KhattarWong APAC/ASIA 0 19= Fried, Frank, Harris, Shriver & Jacobson GLOBAL 1 DNS Advokatfirmaetvogt & Wigg Ass APAC/ASIA 0 DNS Woo Kwan Lee & Lo ASIA/APAC 0 DNS Lee & Lee APAC/ASIA 0 DNS Howse Williams Bowers ASIA/APAC 0 DNS Thomas Cooper GLOBAL 0 DNS Vivien Chan & Co ASIA/APAC 0 DNS TSMP Law APAC/ASIA 0 DNS ASIA/APAC 0 DNS YKVN LLP APAC/ASIA 0

*DNS: Did Not Score *DNS: Did Not Score

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Rankings by category Brand presence Brand content The number of social media channels a firm is using out of Twitter, The quality and relevance of a firm’s social media content and its alignment LinkedIn, Facebook, YouTube, App, Blog or Pinterest. with their brand.

Top firms by social media presence Top firms by brand content

RANK FIRM LEADING WEBSITE SCORE / 7 RANK FIRM LEADING WEBSITE FOCUS SCORE / 8 FIRM IN FOCUS FIRM IN 1= King & Wood Mallesons AUS APAC/ASIA 6 1= Slater & Gordon Ltd AUS AUS 8 1= Slater & Gordon Ltd AUS AUS 6 1= King & Wood Mallesons AUS APAC/ASIA 8 3= Allens AUS APAC/ASIA 5 1= Ashurst Australia AUS APAC/ASIA 8 1= Corrs Chambers Westgarth AUS APAC/ASIA 8 3= Clayton Utz AUS APAC/ASIA 5 1= White & Case SING GLOBAL 8 3= Eversheds HK GLOBAL 5 6= Clayton Utz AUS APAC/ASIA 7 3= Minter Ellison AUS APAC/ASIA 5 6= Allens AUS APAC/ASIA 7 3= Jones Day HK GLOBAL 5 6= Linklaters HK/SING APAC/ASIA 7 3= Rajah & Tann SING APAC/ASIA 5 9= Eversheds HK GLOBAL 6 9= Ashurst Australia AUS APAC/ASIA 4 9= Freehills AUS GLOBAL 6 9= Norton Rose Fulbright AUS/SING APAC/ASIA 4 9= Herbert Smith Freehills HK/SING GLOBAL 6 9= Allen & Overy HK/SING GLOBAL 4 9= Clyde & Co HK ASIA/APAC 6 9= Spruson & Ferguson HK/SING ASIA/APAC 4 9= Allens SING APAC/ASIA 6 13= Corrs Chambers Westgarth AUS APAC/ASIA 3 14= Minter Ellison AUS APAC/ASIA 5 14= Norton Rose Fulbright AUS/SING APAC/ASIA 5 13= Herbert Smith Freehills HK/SING/AUS GLOBAL 3 14= Skadden, Arps, Slate, Meagher & Flom HK GLOBAL 5 13= Linklaters HK/SING APAC/ASIA 3 14= Gadens Lawyers AUS APAC/ASIA 5 13= Skadden, Arps, Slate, Meagher & Flom HK GLOBAL 3 18= Jones Day HK GLOBAL 4 13= Gadens Lawyers AUS APAC/ASIA 3 18= RHT Law TaylorWessing SING APAC/ASIA 4 13= Baker & McKenzie HK GLOBAL 3 20= Rajah & Tann SING APAC/ASIA 3 13= Baker & Mckenzie, Wong & Leow SING GLOBAL 3 20= Allen & Overy HK GLOBAL 3

* Allen & Overy’s, Spruson & Ferguson’s, Herbert Smith’s, Norton Rose’s and Linklaters’ Hong Kong & Singapore offices rated seperately but achieved identical score * Linklaters’, Herbert Smith’s and Allen & Overy’s Hong Kong & Singapore offices rated seperately but achieved identical score as social media is global. as social media is global.

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Rankings by category Twitter frequency Kred influence The frequency and consistency of a firm’s Twitter output. Measuring social media influence on Twitter.

Top firms by Twitter frequency Top firms by Kred influence

RANK FIRM LEADING WEBSITE FOCUS SCORE / 4 RANK FIRM LEADING WEBSITE FOCUS SCORE / 1000 FIRM IN FIRM IN 1= Slater & Gordon Ltd AUS AUS 4 1 Eversheds HK GLOBAL 758 1= Ashurst Australia AUS APAC/ASIA 4 2 Allen & Overy HK GLOBAL 731 1= White & Case SING GLOBAL 4 3 Jones Day HK GLOBAL 727 1= King & Wood Mallesons AUS APAC/ASIA 4 4 Slater & Gordon Ltd AUS APAC/ASIA 726 1= Allens AUS APAC/ASIA 4 5 Allens AUS APAC/ASIA 703 1= Eversheds HK GLOBAL 4 6 King & Wood Mallesons AUS APAC/ASIA 698 1= Herbert Smith Freehills HK/SING GLOBAL 4 8 Corrs Chambers Westgarth AUS/HK APAC/ASIA 669 1= Minter Ellison AUS APAC/ASIA 4 9 Harney Westwood & Riegels HK GLOBAL 651 1= Mayer Brown JSM HK ASIA/APAC 4 10 Hogan Lovells HK GLOBAL 633 10= Clayton Utz AUS APAC/ASIA 3 11 Clayton Utz AUS APAC/ASIA 600 10= Corrs Chambers Westgarth AUS APAC/ASIA 3 12 Gadens Lawyers AUS APAC/ASIA 588 10= Jones Day HK GLOBAL 3 13 Linklaters HK/SING APAC/ASIA 545 13= Linklaters HK/SING APAC/ASIA 2 15 Mayer Brown JSM HK ASIA/APAC 513 13= Skadden, Arps, Slate, Meagher & Flom HK GLOBAL 2 16 Skadden, Arps, Slate, Meagher & Flom HK GLOBAL 510 13= Walkers HK GLOBAL 2 17 Spruson & Ferguson HK/SING APAC/ASIA 489 13= Orrick, Herrington & Sutcliffe HK GLOBAL 2 19 Ashurst Australia AUS APAC/ASIA 470 13= Hogan Lovells HK GLOBAL 2 20 Minter Ellison AUS APAC/ASIA 450 13= Spruson & Ferguson HK/SING ASIA/APAC 2 21 Norton Rose Fulbright AUS/SING APAC/ASIA 420 19= Clyde & Co HK ASIA/APAC 1 22 Clyde & Co HK ASIA/APAC 400 19= Gadens Lawyers AUS APAC/ASIA 1 23 Walkers HK GLOBAL 340 19= RHT Law TaylorWessing SING APAC/ASIA 1 24 Herbert Smith Freehills AUS GLOBAL 258

* Herbert Smith’s, Linklaters’ and Spruson & Ferguson’s Hong Kong & Singapore offices rated seperately but achieved identical score as social media is global. * King & Wood Mallesons’s, Linklaters’ and Spruson & Ferguson’s Australia, Hong Kong & Singapore offices rated seperately but achieved identical score as social media is global. Twitter response Top firms for Twitter response

FIRM LEADING FIRM IN WEBSITE FOCUS Norton Rose Fulbright AUS APAC/ASIA Clayton Utz AUS APAC/ASIA Corrs Chambers Westgarth AUS APAC/ASIA Minter Ellison AUS APAC/ASIA Clyde & Co HK ASIA/APAC

* Many firms did not respond to an enquiry through their Twitter channel.

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Connect with us about planning or enhancing your social media communication. 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:

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