October 2013 Living Ratings of Social Media & Brand Content in APAC Law Firms. Australia law firms shine; Hong Kong & Singapore yet to emerge from the shadows. Living Ratings of Social Media & Brand Content in APAC Law Firms Top firms by total criteria RANK FIRM LEADING FIRM IN WEBSITE FOCUS SCORE / 32 1 King & Wood Mallesons AUS APAC/ASIA 26 2 Slater & Gordon Ltd AUS AUS 25 3 Ashurst Australia AUS APAC/ASIA 24 As social media communication in the UK s leading law firms goes from strength to strength 1, Living Ratings looks at how leading law firms in Australia, Hong Kong and Singapore are faring. 4= Eversheds HK GLOBAL 23 4= Allens AUS APAC/ASIA 23 4= Corrs Chambers Westgarth AUS APAC/ASIA 23 7 Clayton Utz AUS APAC/ASIA 22 8 Minter Ellison AUS APAC/ASIA 20 9 Jones Day HK GLOBAL 19 10 Linklaters* HK/SING GLOBAL 18 While the leading international firms in the APAC region continue to make strong progress in social media, our study shows that local firms with the exception of those in Australia demonstrate little appetite for social media communication. Our study covers 60 firms in three countries; Australia, Hong Kong and Singapore. We anticipated the quality we found in leading international firms such as Eversheds and Linklaters but were surprised by the lack of social media communication from Hong Kong s and Singapore s local firms. For example, in Hong Kong and Singapore, of the 50 leading law firms we rated: 27 had an active Twitter channel (15 of these were international firms). 16 had an active LinkedIn page (All 16 of these were international firms). 16 had an active Facebook page (12 of these were international firms). 12 had a dedicated channel on YouTube (11 of these were international firms). In Hong Kong and Singapore, we found only three local law firms Stephenson Harwood, Spruson & Ferguson, Rajah & Tann are using what could be defined as effective and coordinated social media. Aussie rules! The evidence from our analysis shows that the social media communication of Australia s leading law firms is light years ahead of those in Hong Kong and Singapore. King & Wood Mallesons, the leading firm in our study, stands head and shoulders above some of the much larger international law firms. We rated just ten of Australia s leading law firms and the quality was impressive. 11= Norton Rose Australia AUS APAC/ASIA 16 11= Freehills AUS GLOBAL 16 11= Herbert Smith Freehills * HK/SING GLOBAL 16 14= Allen & Overy HK GLOBAL 15 14= Gadens Lawyers AUS APAC/ASIA 15 14= Skadden, Arps, Slate, Meagher & Flom HK GLOBAL 15 17= Linklaters HK ASIA/APAC 14 17= Clyde & Co HK ASIA/APAC 14 19= Harney Westwood & Riegels HK GLOBAL 13 19= Mayer Brown JSM HK ASIA/APAC 13 19= Norton Rose Fulbright SING APAC/ASIA 13 19= White & Case SING GLOBAL 13 23= Hogan Lovells HK GLOBAL 12 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. 1
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. Hong Kong & Singapore firms lacking local social media presence Top 25 firms by website focus Hong Kong Singapore In Hong Kong and Singapore, of the 50 leading law firms we rated: 27 16 10 15 Local Global APAC/ASIA had an active Twitter channel. 15 of these were international firms. had an active LinkedIn page. All 16 of these were international firms. Top 25 firms by country of leadership Australia had an active Facebook page. 12 of these were international firms. 16 12 had a dedicated channel on YouTube. 11 of these were international firms. 4 11 10 Singapore Hong Kong Australia 7 Australia firms in Living Ratings top 10 2
Company selection Living Ratings analysis covers leading law firms from industry rankings provided by three sources: Hong Kong Business inaugural top 25 law firm rankings for 2012. Published: 04 Jan 2013 BRW: Australia s Top 10 law firms by revenue, FY 11/12. Published 02 August 2012 Singapore Business Review: Singapore s top 25 law firms 2012. Published: 06 Dec 2012 Research was undertaken in July and August 2013. Methodology The starting point for our research was the firms websites. After an initial review, they were categorised as follows: International firms Firms with an HQ outside Hong Kong, Singapore or Australia and a network of international offices. Their websites typically dedicate a single page to their Australia, Hong Kong or Singapore offices. Social media content is mostly global with little specific local or regional focus. Asia / APAC firms Firms with a focus on the Asia or APAC region. These websites typically have a country-specific focus with detailed content for each of the offices. Social media content has a specific regional or local focus. Local firms Firms with a single office focused on Hong Kong, Singapore or Australia. These standalone websites have a single country focus. Only three Hong Kong and Singapore firms in this category had any social media presence. Living Ratings criteria. Our analysts rated 60 law firms across 22 criteria in five categories: 1. Brand presence: The number of social media channels that a firm is using. 2. Brand content: The quality and relevance of a firm s social media content and its alignment with their brand. 3. Twitter frequency: The frequency and consistency of a firm s Twitter output. 4. Response: The time taken to respond to an enquiry through Twitter. 5. KRED Influence. Social media influence according to kred.com: Your Kred story shows off your most influential content. Every firm or person on Twitter and Facebook has a Kred score made up of two parts: the Influence score and the Outreach score. What do the findings show us? Aside from the obvious that the leading local firms in Hong Kong and Singapore show virtually no appetite for social media our findings reveal a polarisation in the leading APAC law firms approach to social media. Social media. Do firms go global or local. Or both? Our analysis reveals, on one hand, a group of international firms with dedicated local offices, and country-specific web pages, who take a global approach to social media all communications are generated from corporate HQ 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 or Singapore who utilise no social media. This raises some interesting questions: Are both groups missing a timely opportunity to connect with local, Asia/APAC audiences about relevant local legal issues? Could social media offer these local firms a cost effective way to extend their reach and their capability beyond their size and scale? Three firms; three different approaches to social media. Are firms that ignore social media ignoring a key communications channel that has already been adopted by many of their clients, employees and professional bodies? 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. 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 and coverage but lacks local connections. Linklaters social media and brand content sits somewhere between the two firms above. Like Eversheds they take a global / local approach on their website. The key difference is that they use a dedicated @LinklatersAsia channel on Twitter and Facebook to engage directly with their Asia graduate audiences. It features relevant regional issues, content and local graduate opportunities. Take a look at our three case studies on the following pages for more detail on these different approaches. 3
Case study: King & Wood Mallesons Social media for the Asian Century. One of Australia s leading law firms Living Ratings #1 Website Twitter The @kwmlaw Twitter page is well branded with frequent tweets. 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. 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 law firm brand designed for the Asian Century. In addition there are clear links to four, country specific websites; Australia, China, Hong Kong and Europe & 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. 4
Living Ratings of Social Media & Brand Content in APAC Law Firms: October 2013 Facebook LinkedIn A look at this Facebook page provides the evidence that KWM understands how to use each different social media channel in a different way according to its strengths and its audiences. This is an excellent graduates page with bespoke and relevant graphics accompanying every update. It features clear, colourful links to photos, Your Role (graduate programmes), Key Dates and Who We Are pages. In line with its APAC focus, KWM s LinkedIn page greets visitors with a stunning red and gold photo of dried sunflower seeds and gold coins and the headline YOUR LAW FIRM FOR THE ASIAN CENTURY. Updates are frequent and recent, supported by logos or graphics, well aligned with Twitter, and contain links to the website and videos including a great feature, Disclose to ASX first, not social media. In addition to the Home tab there are three other tabs; Careers, Services and Insights. The Careers page has a bespoke banner graphic with the headline, Building great 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. Email us: life@living-group.com 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 5
Case study: Eversheds Connecting you globally, Supporting you locally. One of Hong Kong s leading law firms Living Ratings #4= Website Twitter The Eversheds Twitter profile is branded with a partly obscured photo of a reception area in one of their offices and the headline, A global law firm that sets the standards for quality, innovation and relationships. In the period we rated, regular tweets covered 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. 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. 6
Facebook Eversheds global Facebook channel is a mirror image of the firm s LinkedIn channel. It is high quality, well-managed and maintained with frequent updates. However it does raise the question about how firms can utilise the different channels for different audiences in different ways, rather than recycling shared content. LinkedIn Another global social media channel with the same banner image of a reception area in one of the firm s offices. Updates are predominantly US and UK focused and links take the viewer to external features such as thelawyer.com and Acritas London and UK Law Firm Brand Indexes 2013. In the period we rated we found no Asia or Hong Kong specific 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 global firm. App 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. 7
Case study: Linklaters Asia-centric social media for graduate engagement and recruitment. One of Hong Kong s and Singapore s leading law firms Living Ratings #10 Website YouTube 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 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 the Singapore page feature social media links, a quick search of the most popular channels led us to @LinklatersAsia. Twitter @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. Facebook The Linklaters Asia page has a stunning header graphic and a dedicated logo and is one of several local Facebook pages including Linklaters Sweden, Netherlands and Germany. Facebook posts cover a wide range of relevant APAC, Asia and China opportunities for graduates. All are supported by a host of photos, graphics, links, likes and company events. 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. 8
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 FOCUS SCORE /32 1 King & Wood Mallesons APAC/ASIA 26 2 Slater & Gordon Ltd AUS 25 3 Ashurst Australia GLOBAL 24 4= Allens APAC/ASIA 23 4= Corrs Chambers Westgarth APAC/ASIA 23 6 Clayton Utz APAC/ASIA 22 7 Minter Ellison APAC/ASIA 20 8= Norton Rose Fulbright APAC/ASIA 16 8= Herbert Smith Freehills APAC/ASIA 16 10 Gadens Lawyers APAC/ASIA 15 RANK FIRM WEBSITE FOCUS SCORE /32 1 Eversheds GLOBAL 23 2 Jones Day GLOBAL 19 3 Herbert Smith Freehills GLOBAL 16 4= Allen & Overy GLOBAL 15 4= Skadden, Arps, Slate, Meagher & Flom GLOBAL 15 6= Linklaters ASIA/APAC 14 6= Clyde & Co ASIA/APAC 14 8= Harney Westwood & Riegels GLOBAL 13 8= Mayer Brown JSM ASIA/APAC 13 10= Hogan Lovells GLOBAL 12 10= Spruson & Ferguson ASIA/APAC 12 12 Walkers GLOBAL 10 13 Orrick, Herrington & Sutcliffe GLOBAL 8 14 Baker & McKenzie GLOBAL 7 15 King & Wood Mallesons ASIA/APAC 6 16 Deacons ASIA/APAC 4 17= Simmons & Simmons GLOBAL 2 17= Robertsons ASIA/APAC 2 19= Cleary Gotleib Steen & Hamilton GLOBAL 1 19= Tanner De Witt ASIA/APAC 1 19= Fried, Frank, Harris, Shriver & Jacobson GLOBAL 1 DNS Woo Kwan Lee & Lo ASIA/APAC 0 DNS Howse Williams Bowers ASIA/APAC 0 DNS Vivien Chan & Co ASIA/APAC 0 DNS Stephenson Harwood ASIA/APAC 0 RANK FIRM WEBSITE FOCUS SCORE /32 1 Linklaters GLOBAL 18 2 Herbert Smith Freehills GLOBAL 16 3= Norton Rose Fulbright APAC/ASIA 13 3= White & Case GLOBAL 13 5 Spruson & Ferguson APAC/ASIA 12 6= Rajah & Tann APAC/ASIA 9 6= Allen & Overy GLOBAL 9 8= Baker & Mckenzie, Wong & Leow GLOBAL 7 8= RHT Law TaylorWessing APAC/ASIA 7 8= Allens APAC/ASIA 7 11= Colin Ng & Partners APAC/ASIA 4 12 Clifford Chance GLOBAL 3 13= Allen & Gledhill APAC/ASIA 1 13= Rodyk & Davidson APAC/ASIA 1 13= Stamford Law Asia APAC/ASIA 1 13= Harry Elias Partnership APAC/ASIA 1 DNS Shook Lin & Bok APAC/ASIA 0 DNS Wong Partnership APAC/ASIA 0 DNS Drew & Napier GLOBAL 0 DNS KhattarWong APAC/ASIA 0 DNS Advokatfirmaetvogt & Wigg Ass APAC/ASIA 0 DNS Lee & Lee APAC/ASIA 0 DNS Thomas Cooper GLOBAL 0 DNS TSMP Law Corporation APAC/ASIA 0 DNS YKVN LLP APAC/ASIA 0 *DNS: Did Not Score *DNS: Did Not Score 9
Rankings by category Brand presence The number of social media channels a firm is using out of Twitter, LinkedIn, Facebook, YouTube, App, Blog or Pinterest. Top firms by social media presence RANK FIRM LEADING FIRM IN WEBSITE FOCUS SCORE / 7 1= King & Wood Mallesons AUS APAC/ASIA 6 1= Slater & Gordon Ltd AUS AUS 6 3= Allens AUS APAC/ASIA 5 3= Clayton Utz AUS APAC/ASIA 5 3= Eversheds HK GLOBAL 5 3= Minter Ellison AUS APAC/ASIA 5 3= Jones Day HK GLOBAL 5 3= Rajah & Tann SING APAC/ASIA 5 9= Ashurst Australia AUS APAC/ASIA 4 9= Norton Rose Fulbright AUS/SING APAC/ASIA 4 9= Allen & Overy HK/SING GLOBAL 4 9= Spruson & Ferguson HK/SING ASIA/APAC 4 13= Corrs Chambers Westgarth AUS APAC/ASIA 3 13= Herbert Smith Freehills HK/SING/AUS GLOBAL 3 13= Linklaters HK/SING APAC/ASIA 3 13= Skadden, Arps, Slate, Meagher & Flom HK GLOBAL 3 13= Gadens Lawyers AUS APAC/ASIA 3 13= Baker & McKenzie HK GLOBAL 3 13= Baker & Mckenzie, Wong & Leow SING GLOBAL 3 Brand content The quality and relevance of a firm s social media content and its alignment with their brand. Top firms by brand content RANK FIRM LEADING WEBSITE FOCUS SCORE / 8 FIRM IN 1= Slater & Gordon Ltd AUS AUS 8 1= King & Wood Mallesons AUS APAC/ASIA 8 1= Ashurst Australia AUS APAC/ASIA 8 1= Corrs Chambers Westgarth AUS APAC/ASIA 8 1= White & Case SING GLOBAL 8 6= Clayton Utz AUS APAC/ASIA 7 6= Allens AUS APAC/ASIA 7 6= Linklaters HK/SING APAC/ASIA 7 9= Eversheds HK GLOBAL 6 9= Freehills AUS GLOBAL 6 9= Herbert Smith Freehills HK/SING GLOBAL 6 9= Clyde & Co HK ASIA/APAC 6 9= Allens SING APAC/ASIA 6 14= Minter Ellison AUS APAC/ASIA 5 14= Norton Rose Fulbright AUS/SING APAC/ASIA 5 14= Skadden, Arps, Slate, Meagher & Flom HK GLOBAL 5 14= Gadens Lawyers AUS APAC/ASIA 5 18= Jones Day HK GLOBAL 4 18= RHT Law TaylorWessing SING APAC/ASIA 4 20= Rajah & Tann SING APAC/ASIA 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 as social media is global. * Linklaters, Herbert Smith s and Allen & Overy s Hong Kong & Singapore offices rated seperately but achieved identical score as social media is global. 10
Rankings by category Twitter frequency The frequency and consistency of a firm s Twitter output. Kred influence Measuring social media influence on Twitter. Top firms by Twitter frequency RANK FIRM LEADING FIRM IN WEBSITE FOCUS SCORE / 4 1= Slater & Gordon Ltd AUS AUS 4 1= Ashurst Australia AUS APAC/ASIA 4 1= White & Case SING GLOBAL 4 1= King & Wood Mallesons AUS APAC/ASIA 4 1= Allens AUS APAC/ASIA 4 1= Eversheds HK GLOBAL 4 1= Herbert Smith Freehills HK/SING GLOBAL 4 1= Minter Ellison AUS APAC/ASIA 4 1= Mayer Brown JSM HK ASIA/APAC 4 10= Clayton Utz AUS APAC/ASIA 3 10= Corrs Chambers Westgarth AUS APAC/ASIA 3 10= Jones Day HK GLOBAL 3 13= Linklaters HK/SING APAC/ASIA 2 13= Skadden, Arps, Slate, Meagher & Flom HK GLOBAL 2 13= Walkers HK GLOBAL 2 13= Orrick, Herrington & Sutcliffe HK GLOBAL 2 13= Hogan Lovells HK GLOBAL 2 13= Spruson & Ferguson HK/SING ASIA/APAC 2 19= Clyde & Co HK ASIA/APAC 1 19= Gadens Lawyers AUS APAC/ASIA 1 19= RHT Law TaylorWessing SING APAC/ASIA 1 Top firms by Kred influence RANK FIRM LEADING WEBSITE FOCUS SCORE / 1000 FIRM IN 1 Eversheds HK GLOBAL 758 2 Allen & Overy HK GLOBAL 731 3 Jones Day HK GLOBAL 727 4 Slater & Gordon Ltd AUS APAC/ASIA 726 5 Allens AUS APAC/ASIA 703 6 King & Wood Mallesons AUS APAC/ASIA 698 8 Corrs Chambers Westgarth AUS/HK APAC/ASIA 669 9 Harney Westwood & Riegels HK GLOBAL 651 10 Hogan Lovells HK GLOBAL 633 11 Clayton Utz AUS APAC/ASIA 600 12 Gadens Lawyers AUS APAC/ASIA 588 13 Linklaters HK/SING APAC/ASIA 545 15 Mayer Brown JSM HK ASIA/APAC 513 16 Skadden, Arps, Slate, Meagher & Flom HK GLOBAL 510 17 Spruson & Ferguson HK/SING APAC/ASIA 489 19 Ashurst Australia AUS APAC/ASIA 470 20 Minter Ellison AUS APAC/ASIA 450 21 Norton Rose Fulbright AUS/SING APAC/ASIA 420 22 Clyde & Co HK ASIA/APAC 400 23 Walkers HK GLOBAL 340 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. 11
About Living Group Specialists in joined-up brand, digital and marketing communications for financial and professional services firms. Connected expertise and experience Every firm is unique with its own set of circumstances and communication challenges. Understanding those challenges takes experience and insight; meeting them takes informed strategy, cutting-edge creativity and exceptional service. Our team s joined-up skills in brand, digital and marketing - in London, Hong Kong and New York - enable us to tailor communications to meet the specific requirements of some of the world s largest financial and professional services firms. And, with our consultative approach at the heart of all that we do you can be assured that the outcome will be relevant, reliable and get results. 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: Email us: life@living-group.com 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 12