Competitive Analysis

February 12, 2014

 Social Sterling, 40
Family Man
C-Suite Dynamo, making at least $200k/year

The time I spend online has an end result. I am either using the Web as a resource
for my work, connecting with other influencers who can help me to advance my
efforts or connecting with friends and family when I have free time. I consider any
online partner who will help me to stay abreast of whats going on in my profession
and in the world an asset. Therefore I share their content meaningfully.

Traits that best describe me:

Legalistic but full of zeal. Intentional about life and about career.
Influencer. Leader of the pulsing business subculture of the Mid-Atlantic. Stand
out amongst high-powered peer group of fellow graduates from University of
Virginia, Georgetown Law, GW and the University of Marylands Robert H. Smith
My favorite things: School.
Celebs: Bradley Cooper, Always connected to social media through own networks and professional ones.
What I do:
Jennifer Lawrence I value the relationships with my I want to:
Movies: Silver Linings friends, family, co-workers, but Dominate industry rags with news of
Playbook; This is 40 Executive in real estate, my success and that of my
T.V.: House of Cards, manufacturing and dist., finance firm/business.
Breaking Bad or product safety. Be in the know about events and other
Athletes: Joe Flacco, I am career-focused; I still havent things going on in my industry.
RGIII figured out work-life balance. Give back to my community and to
Music: Pop, 80s, Classic I socialize meaningfully at larger charitable causes, particularly at
Rock networking events: happy hours a macro-level through my companys
with clients, influencers, etc. corporate giving program.
Website: LikedIn
I like to share my opinions with Link up with a community partner who
Magazines: Forbes, Fast
the career professionals in my can help me achieve my goals.
Company Access information quickly and easily
circle.
Stores: Nordstrom, I am dependent on my mobile while on the go.
Brooks Brothers phone and am focused on how Have personalized content and
Fashion: Business/ technology can advance my experiences that speak to me as an
Business Casual efforts. individual aligned with my interests
Issues: Income Tax I enjoy sharing videos, articles,
 Competition
Miles & Stockbridge is positioning itself
against the top law firms in the Mid-Atlantic
region.

Maryland DC
Venable LLP Covington & Burling LLP
DLA Piper Arnold & Porter LLP
Whiteford, Taylor & Preston Hogan Lovells US
LLP
 Social Influence

Firm M&S Venable DLA W, T & C&B A&P HL

Piper P LLP

Facebook N/A N/A 2,913 37 37 58 N/A

Likes
Twitter 104 375 15,000 N/A 1,409 218 3,885
Followers *Global
audience

LinkedIn 715 3,143 26,653 533 2,626 2,505 14,076

Connections

Assets
DLA Piper and Hogan Lovells: Clear leaders on LinkedIn and Twitter DLA Piper with
global presence.
Venable, C & B, A & P: Thriving LinkedIn, branded images, original content.
HL: Community pages and a UK page no US page in direct competition
Vulnerabilities
Venable and Whiteford, Taylor & Preston do not have clear Twitter strategies
The remaining competitors could be undone with a clear, cohesive strategy to push
out content through Miles & Stockbridge microblogs
Top Competitors on Twitter and LinkedIn
Other Competitors
Content Promotion - LinkedIn
Use LinkedIn to push
out microblog content
on a regular basis.
Push out one blog
from each of the
microblogs once a
week to show off
various capabilities.
Appoint one thought
leader from Miles &
Stockbridge for each
industry post blogs
from your microsites
to relevant LinkedIn
groups.
Bookmark content on
social book-
marking sites.
Content Promotion Twitter
Follow key industry
insiders in your industries:
real estate, manufacturing
and distribution, finance,
product safety.
Follow LinkedIn strategy of
pushing out one piece of
content from each blog
weekly. Include other
relevant industry news.
Secure their Twitter
handles and reach out to
them directly.
Create lists that apply to
these industries.
When you receive industry
news from others, respond
directly to influencers.
Key Performance Indicators Useful Posts
 Recommendations for Miles & Stockbridge
LinkedIn
Create branded images for the
page
Create engaging elements:
photos/videos to push out in posts
Push out content strategically
from three business categories
Post at least one blog to LinkedIn
per category per week
Find M & S Ambassadors to send
out blog posts using LinkedIn
groups in business categories
Connect with and engage
influencers in three focus
industries
Twitter
Extend branded imagery to Twitter
skin
Create engaging elements:
photos/videos to push out in
tweets
Push out content strategically
from three focus industries
Post at least one blog to Twitter
updates per category per week.
Also post quick bursts of content
daily
Create lists based on three focus
industries. Follow and retweet
those influencers