Zen & The Art of Legal Networking : Lawyers & Attorneys in an International Legal Network for Relationships & Referrals

Welcome to ILN-terviews, a series of profiles of ILN member firm attorneys, designed to give a unique insight into the lawyers who make up our Network.

For our latest interview, we chose ILN member, Tore Hjelseth of Hjelseth, Kilstad & Borgen DA in Norway.

In one sentence, how would you describe your practice?
Our law firm, Advokatfirmaet Hjelseth, Kilstad & Borgen DA ("HKB") is a small firm having its specialisation in corporate law, particularly Mergers & Acquisitions (including cross-border transactions), stock exchange/securities law, tax, and general contract law.

Who would be your typical client?
Our typical client is a Norwegian mid-sized corporation acting in Norway and internationally, being owned either directly or ultimately by a larger foreign company and thus forms part in an international group. Our work will consist both of counselling for the Norwegian entity and for the owner (or ultimate parent), then relating to doing business in Norway through the Norwegian subsidiary.

What would you like clients and potential clients to know about you?
That we, as a small and expedient law firm, are known for providing efficient services with top quality, that the internal communication within HKB leads to quick deliveries not involving a number of lawyers pulverizing the responsibility to respond or enhancing of the legal fees.

What has been your most challenging case? Why?
Dealing with all legal aspects on behalf of a listed restructured company with an overseas management, carrying with it complicated inherited pre-restructuring issues, particularly related to erroneous accounts (in need of restating) dubious actions taken by the previous board of directors, hidden control mechanisms, loss making contracts and possible disloyalty.  The challenges in respect of clarifying historical facts from a regime under a management no longer in place, were numerous.

What has been your proudest moment as a lawyer?
Every time I can call a client late a night (when the client has gone to bed "knowing" that the deal was off), and say the following "we have solved it - they agreed."

What do you do when you're not practicing law?
Tennis, long cooking sessions accompanied with great wine, skiing/playing monopoly with my daughters, Wilma (8) and Andrea (6) in the mountains of "Norefjell" where I have a cottage.

What would surprise people most about you?
That I am an Ayn Rand libertarian, and the compatibility I feel this has with philanthropy and social consciousness (yes, actually!).

What has been your most memorable ILN experience?
I will never forget the first visit with ILN in San Francisco and the exceptionally friendly way in which we were met, and the positive energy this created.

What career would you have chosen if you weren't a lawyer?
Teacher - love to teach and the feeling of hitting the right string with pupils/students/audiences.

If a movie were made out of your life, who would you want to play you?
James Dean (alive!)

How would you like to be remembered?
Fair, friendly, helpful and with integrity to take on the burden to go against the majority and political correctness.

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Welcome to ILN-terviews, a series of profiles of ILN member firm attorneys, designed to give a unique insight into the lawyers who make up our Network.

For our latest interview, we chose ILN member, Ricardo Cordero of Cordero & Cordero Abogados in Costa Rica.

In one sentence, how would you describe your practice?
Our law firm is a general practice law firm specializing in corporate and business law.

Who would be your typical client?
International corporate clients and individuals doing business or investing in Costa Rica who require general assessment in areas such as corporate law, financial law, and insurance law, as well as real estate and development law.  In addition, our firm also deals with issues related to civil litigation, labor and immigration law, competition and regulation, intellectual property, and telecom law.

What would you like clients and potential clients to know about you?
That our law firm has the sufficient experience and we are professionals with strong legal backgrounds and a set of standards that will help them to achieve their goals in Costa Rica, whether for a particular investment, transaction, or a long-term business.  In addition, we work closely with all of our clients in order to make sure there is a sense of teamwork and co-participation.

What has been your most challenging case? Why?
Our most challenging cases have been a couple of international project finance facility projects that we have worked on during the past year.  Due to the economic crisis, both lenders and borrowers are more cautious and the sources of funding have been very limited.  Thus, we have had to go the extra mile and use a lot of legal creativity, long work hours, and careful strategy to be able to secure such transactions.

What has been your proudest moment as a lawyer?
I think I am living my proudest moment as a lawyer. Together with my firm's partners, we have managed to continue the expansion of our firm's practices, international clientele and exposure as one of the most renowned law firms in Costa Rica. I have also been able to achieve my personal goals as a professional and as co-managing partner of the firm.

What do you do when you're not practicing law?
During my spare time, I try to have a balance between my family, traveling and playing golf.

What would surprise people most about you?
My age.

What has been your most memorable ILN experience?
Since we recently joined the ILN, I would have to say that the most memorable ILN experience has been the Annual ILN Meeting held in San Francisco this past June. On a personal level, I was surprised by the good environment, which seems to be the common denominator for all ILN meetings.  We were greeted very kindly by existing members. On a professional level, I was very impressed by the professionalism and reputation held by all ILN members.

What career would you have chosen if you weren't a lawyer?
I always knew I wanted to be a lawyer. However, if I had to choose another career, I probably would have chosen Business Administration/Entrepreneurship.  I have always enjoyed the business side associated with the practice of law.

If a movie were made out of your life, who would you want to play you?
Tom Hanks. I think he is a great actor who has always chosen the parts he plays very well.  In addition, he seems to be a down to earth, personable guy who lives his life working hard and close to his family.

How would you like to be remembered?
I would like to be remembered as someone who enjoyed life, his family and work; as someone who always tried to do things the right way in the pursuit of excellence. I would like to be remembered as someone affable, who passed on good moral values and the sense of hard work to my next generations.

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In the legal industry, we know how important it is to keep our clients happy, to find ways to work with them that show them we understand their business and their pains.  But how good is your firm's customer service, really?  Generally, you're not the only one interacting with your clients, so do the other people at your firm who work with your clients give them the same level of attention and service that you do?

You may ask, how important is that, when I already work so hard on my relationship with my clients? Well aside from comments from general counsel like we heard at the LMA conference, when they said that surprises in their bills made them wonder if their relationship-partner was reviewing them at all, I have two non-legal stories that I think illustrate why good, and bad, customer service can really affect your relationship with clients.

A couple of weeks ago, I was returning from Social Fresh in Portland. For some reason, I'd chosen to take the red-eye flight, which meant that because I'd been there for less than 24 hours, I felt like it was 2:30am when we were supposed to board.  The incoming flight was delayed because of weather on the east coast, and when they got there, it turned out that they were having some difficulty with the de-icing light on the plane. The Jet Blue agents at the gate made an announcement, told us what the problem was and that they didn't know how long we would be delayed. They continued to update us at regular intervals until we finally were able to board and take off (on the same plane).  I slept for a bit on the plane, and woke up when they turned the cabin lights on. That was also when they announced that the de-icing light had come back on, and because of the weather in New York, we had to land somewhere that wasn't experiencing icing conditions - Buffalo. 

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The first question was about how branding is defined in each of the panelists' organizations and translated to social media. Sinkov said at Evernote, they ask themselves, "what is the impression we want to give people?"  Their answer is that they want to be a company that people trust and believe in.  In Brater's mind, your brand is your business.  Bolsinger said that she considers social media channels to be a way to strengthen their brand and make it something "living."  She encourages using the same brand and message across all channels in marketing, including social media.  Social media can also help to define your brand, because through engagement, you can learn what your customers think your brand is.  Singley said that while he promised not to use these buzzwords for the remainder of the panel, it's true that branding is about consistency and engagement.  To make sure everyone was listening, he suggesting using liquor to transition the Old Guard to this new media.  More seriously, he said that one of the main questions he gets about using social media is how you can effectively measure it.  He said that he responds by asking how you can measure the effectiveness of a conversation or a relationship - you can't.  Social media requires a leap of faith.  For bigger brands, this can be a little bit easier because they're used to being sued for being transparent.  For smaller brands, this might be more difficult.  But Singley pointed out that it's more about opportunities lost because of not being a part of a conversation, and those brands that ignore social media will lose.  He did agree that at some point, it's necessary to show the value of social media and Bolsinger said that ROI can be more about what you save the company than what you bring in.  Singley added that persistence and education is how you get people on board.  An audience member asked if there was value in trying to measure the effectiveness of social media. Singley said yes, but he has yet to figure out how.  "Metrics are a necessary evil of agency life," he commented.  Bolsinger commented that if there isn't a lot of differentiation between your company and your competitors, social media can be a way to differentiate.  Depending on your brant/product, you can show how social media has a better return on investment than traditional channels.  For showing how pervasive social media channels are, the panel recommended Do You Know 4.0.  Brater also recommended looking at Olivier Blanchard's presentation on ROI in social media.

 

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Another great session at Social Fresh Portland was the afternoon panel on Corporate Blogging with Mike Volpe of Hubspot, Kristy Bolsinger of RealNetworks, and Andrew Sinkov from Evernote.  Starting the panel off with a bang, their first question was "should you, as a business, be blogging?"  The short answer was "yes."  The long answer was "you're an idiot if you don't."  Sinkov said that blogging is an incredibly important part of getting your company's voice out there.  The panel discussed whether blogging should be considered a part of social media, or in its own category, and Sinkov commented that it's a "long form of social media."  Volpe agreed, saying that a blog should be the first step in social media, before Twitter or Facebook, because you're not that interesting without it - it's your social media home base.  They took an informal poll of the room showing that pretty much everyone in the audience had a corporate blog. 

Volpe pointed out that blogging is not about you or your company, it's about your customers.  And if they segregate, you should similarly have separate blogs.  Bolsinger cautioned that from an SEO perspective though, they should all be on the same site.  Sinkov added that the more content you put on the blog, the more you see spikes of people coming to it.  So as soon as you have good content, put it out there, don't wait for it to stack up. Bolsinger said that in her case, she does have a calendar of certain types of posts, which helps to get people coming back and set audience expectations.  She suggested Outspokenmedia.com/blog as a great blog to be reading to help audience members learn how to blog better. 

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The third session of the day for me was "Social Media for Small Business - A Fresh Conversation" moderated by Ryan Lewis of Bonfire Social Media.  He took an informal poll of the room, which was made up of mostly small businesses, with some agencies.  Since the format of the session was a roundtable, we went right into questions from the room.  An audience member asked, for a small business strapped for time, how do you find a balance between hiring an outside consultant to handle social media versus doing it in-house.  Another audience member responded with a success story of how doing social media in-house has really worked for them, with their preferred medium being Twitter.  There has been a lot of debate recently about this very issue, and I also fall on the side of doing social media in-house - when people engage with someone on Twitter, Facebook or other social media channels, even when they are engaging with a brand, they want to be talking to someone who represents the voice of that company, and knows the company well.  There's an implied sense of trust that comes along with following or becoming a "fan" of something, and if those clients/customers find out that they're dealing with a consultant and not someone from the company, that trust can be broken with serious consequences.  I talked about this issue in a little more depth with respect to ghostblogging.

Another audience member asked about who is using Facebook applications, adding that there's huge success there for those who are.  Someone commented that Facebook adds a layer of demographic targeting that can be extremely useful, though it's sometimes necessary to test different advertisements to find success.  Another audience member wanted to know if there was an average price point for the products that are selling, using tools like Facebook. He's found that social media tools are better for branding, because he sells an expensive product.  He wanted to know if a company would be throwing money away if their product is expensive and so they're only using social media for branding.  The room seemed to agree that the answer was no - even if the sales process is not happening through these tools, developing a reputation for a certain expertise is useful in leading to an offline sales process.  (*Applicable to law firms)

The group then talked a bit about whether Facebook or Twitter was a more useful tool for companies.  Someone commented that Twitter is a great tool for communications, but for indexing and critical mass, Facebook will become a much bigger player.  It was suggested that companies incentivize their fans to join their Facebook pages, which we'd heard in the previous panel.  Incentivizing them to become a "fan" of your company and product is one step, but leveraging this group to build a database is what's really important.  HubSpot was mentioned again as a company who does this very well.  To get "fans" to sign up their email addresses and information with a company, an audience member suggested reserving some content for release when they give you this data.  Another audience member cautioned that some small businesses think you go right from getting someone to become a "fan" to getting a sale, and said that it's important to remember to build the relationships further first.  (*Great lesson for law firms)

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The second session that I attended while at Social Fresh Portland was the "Social Media B2B Panel," with Greg Cangialosi of Blue Sky Factory, Jason Peck of eWayDirect, Adam Holden-Bache of Mass Transmit, and Schneider Mike of Allen and Gerristen.  A lot of great information came out of the panel, starting with the first comment that "social media doesn't just happen."  The panelists agreed that companies need to put a smart person behind the tools, and get buy-in from everyone in the company, not just the executives.

For B2B companies, their goal is to make their customers more successful than their competitor's customers.  To identify what they want from a specific social media strategy, they need to start with the bottom line in mind.  Cangialosi commented that social media is just an extension of every other area of the company, but that it's largely happening out of marketing departments.  The panel advised that the marketing department should lead with their messages, but customer service should be involved as well, and whoever is responsible for CRM, for a more complete strategy.  Peck added that B2B companies need to have communication skills and subject matter expertise to effectively deploy a social media strategy.

Cangialosi said that the true promise of social media is when you can engage with people, which the legal marketers I know in social media would agree with.  When engaging, it's important to be transparent in social media channels about why you're there. If you're not planning to use it for customer service, let them know, but expect people to ask questions anyway.  The panel also suggested working with a public relations team in advance to forecast out what prickly issues could come up.

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Welcome to ILN-terviews, a series of profiles of ILN member firm attorneys, designed to give a unique insight into the lawyers who make up our Network.

For our latest interview, we chose ILN member, Sebastian Laboga of Kübler GbR in Germany.

In one sentence, how would you describe your practice?
With more than 230 employees and 27 locations, KÜBLER is one of the leading German law firms concerning insolvency and reorganization law.

Who would be your typical client?
Our typical clients are companies of all sizes or private individuals that are either insolvent, afraid of becoming insolvent or have business with any of these groups.

What would you like clients and potential clients to know about you?
That we are one of the largest and most effectively organized law firms in Germany dealing with financial crises, restructuring and insolvency. We have the staff and know-how to literally run even very large companies in times of trouble or insolvency. In addition we are very hands on - good at producing words and paper of course, but even better at actually providing help and taking action.

What has been your most challenging case? Why?
Running a mine sweeping company as insolvency administrator. Etiquette was very military and the management scheduled their meetings at 6 o clock in the morning. Attending on time was a true challenge.

What has been your proudest moment as a lawyer?
I guess helping companies to a successful restart after a crisis or insolvency makes me a little proud every time. My proudest moment though was definitely managing to attend the mine-sweepers' meetings at 6 o' clock a.m. AND understanding what they were talking about!

What do you do when you're not practicing law?
I have five kids - what do you think?

What would surprise people most about you?
My broad knowledge regarding movies and TV shows.

What has been your most memorable ILN experience?
Standing in Rome on the top of the Castel St` Angelo, looking at the illuminated Vatican by night with a glass of Champagne in my hand.

What career would you have chosen if you weren't a lawyer?
 I would almost have ended up as a Tax Adviser. But I am very happy that I didn't.

If a movie were made out of your life, who would you want to play you?
Jeff Bridges, aka "the Dude."

How would you like to be remembered?
Too early to think about it, really - the Dude still abides, doesn't he. But people shouldn't think they could get away with peeing on my rug easily...

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The first session of Social Fresh, Portland that I attended was "Real Facebook and Twitter Results Panel."  Since I know many law firms are hesitant to get involved with Facebook and Twitter, the comments from this panel might be especially useful for you in evaluating whether these platforms will work for your firm.  The panel featured Justin Kistner of Webtrends, Carri Bugbee of Big Deal PR, Kevin Tate of StepChange, and moderator and panelist Shauna Causey from Comcast. 

After each of the panelists introduced themselves, they focused on their experiences using Facebook and Twitter for themselves and their clients.  Tate said, about starting a Facebook page, that a company can often learn as much from its failures as its successes.  Kistner agreed with this, saying that his company had thought about starting a new blog, separate from their original one, and quickly realized that it would make more sense to leverage their existing web presence and audience, because they already have put their trust in you.  But in addition to thinking about the external audience, when deploying a social media strategy, it's just as important to bring your internal audience in and show them the value. 

Tate used the Travelocity gnome campaign on Facebook as an example of a successful use of social media to engage the audience (the panelists agreed that audience engagement should be a key goal when using a social media tool like Facebook or Twitter).  Facebook users could become a "Fan" of the Travelocity gnome, and were able to interact by voting on where he would go next.  This was very successful and continues to see fan engagement.  Tate pointed out that once people feel that they have ownership of something, you have to be careful about taking it away - an example of this from my own experience was when a Facebook user created a Fan page for the Norwegian curling team's pants.  The page was not endorsed or created by the team, but during the Olympics, it suddenly grew very popular and attracted a lot of fans and activity.  Facebook realized that the page wasn't created by the team (even though they had contacted the user who started it and invited him to their next match) and they took it down, citing their fan page rules.  But because so many fans were attached to the page, they launched a campaign to get Facebook to bring it back.  After a few hours, Facebook relented because of the outcry. So even though the Norwegian curling team didn't start the page, the fans were invested in it and didn't want to lose it.  Tate also pointed out that even when a brand creates the Facebook page, the fans really own it and define the content and interaction. 

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Welcome to ILN-terviews, a series of profiles of ILN member firm attorneys, designed to give a unique insight into the lawyers who make up our Network.

For our latest interview, we chose ILN member, John Verrall of Verralls Barristers and Solicitors in Gibraltar.

In one sentence, how would you describe your practice?
I would describe my practice as progressive, motivated, contemporary and inspired.

Who would be your typical client?
Typical client - probably either a young married couple purchasing a property or a commercial client.

What would you like clients and potential clients to know about you?
That I am the fresh face of a new generation of talented lawyers who are responsive to client's needs and committed to the timely delivery of the highest standards of legal work based on ethical principles.

What has been your most challenging case? Why?
My most challenging case involved a widow and a trust fund left by her husband.  It was challenging because of the legal principles and issues it threw up, mixed with the vulnerability of her position as a mere potential beneficiary under the trust along with other beneficiaries from the husband's first marriage.

What has been your proudest moment as a lawyer?
Opening my own law firm 10 years ago.

What do you do when you're not practicing law?
Sail, snow ski, gardening, gym, read, travel and dine out with friends.

What would surprise people most about you?
Not sure. You'd probably have to ask them!

What has been your most memorable ILN experience?
Meeting the members. I particularly enjoyed the ILN conference in Prague.

What career would you have chosen if you weren't a lawyer?
Something to do with geography and environment.

If a movie were made out of your life, who would you want to play you?
George Clooney!

How would you like to be remembered?
As a fun, relaxed and easygoing, but caring person, who prided himself on the quality of his work and his problem-solving skills.

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