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Change Management at King & Wood Mallesons — A Social Media Case Study using Springboard to share information and participate in conversations. The system rewards users for participation and allows colleagues to assign points to their peers for great work (whether performed within or outside the system). This has added an element of fun, transparency and a little healthy rivalry, creating a more engaging and personal experience for users. We expect that mainstream use of social tools by lawyers may take months to achieve, analogous perhaps to the transition from letters and faxes to email in the 1990s. With a concerted, informed and sustained change process, we are hopeful that the transition to new forms of communicating, sharing, collaborating and engaging will take place with the same speed with which consumers have embraced Facebook, YouTube and Twitter. Change Management Outcomes Our social media activities can be categorized broadly as either external or internal in focus. The firm has an active external social media presence through its: • @KWMLaw and @IPWhiteboard Twitter accounts • LinkedIn company page and alumni group • YouTube careers channel • IP Whiteboard and China Law Insight blogs • King & Wood Mallesons Facebook page The firm also makes use of social media tools internally with: • A blog platform to curate and deliver current awareness services • An integrated internal social media platform, Springboard (currently in pilot) • Gauge the reaction of law graduates to our talent attraction campaigns Having done all of this, we can be satisfied with the results of our efforts. However, one of the more intangible benefits of the firm's social media program has been the personal and collective fulfillment derived from having participants involved in the firm's programs. Social media can be fun, interactive and engaging in a way that conventional media cannot. While the business benefits and strategic drivers for using social media are clear, it may be the sense of individual satisfaction that social media provides that will continue to propel the expansion of social media engagement at King & Wood Mallesons. • Wikis for sharing knowledge and information • Monitoring and capture of the growing volume of business-relevant content published through social media channels The breadth of tools is evidence of success, but accurately measuring the outcomes from the firm's social media change program is somewhat of an imperfect science. We can: • Monitor traffic to our sites • Track direct work referrals • Identify blog posts that lead to features in mainstream print media ILTA White Paper 57