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Leveraging Your Brand Investment10 Key Tactics
LMA Atlanta City GroupOctober 21, 2009
Kimberly Bell, McKenna Long & Aldridge LLPElonide Semmes, Right Hat LLC
Leveraging Your Brand InvestmentWith No Budget, Less Staff andNon-busy, Panicked Lawyers
LMA Atlanta City GroupOctober 21, 2009
Kimberly Bell, McKenna Long & Aldridge LLPElonide Semmes, Right Hat LLC
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Old Paradigm
Read a printednewsletter or
brochure
Call a colleague
Go to a seminar
Look in MartindaleWidgets R Us
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New Paradigm
Follow an onlinebanner ad
Web site
PrintCommunications
(brochures, stationery,invitations,
holiday cards)
Widgets R Us
Call a colleague
Do a Googlesearch
Attend aWebinar, speech,
tradeshow
Read about thefirm on Connect,Legal OnRamp,
Get 16 e-alertson the topic
Read a blog
See aTwitter post
Listen to aYouTube video
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New Paradigm ⇒ New Policies
Create a social media policy
Do not quote, reference or provide any personal information about any otherperson
Avoid controversial topics that have nothing to do with the mission of the firm
Act quickly to correct any mistakes that you make in your postings
Don't include defamatory, or racially/sexually offensive material
Don’t disparage the firm, its employees, or its competitors
Don't include work email addresses on personal social networking sites
If you receive any type of inquiry from an outside source (e.g. press) followthe requirements in the Public Communications Policy
Use appropriate disclaimers:
The opinions expressed on this site are mine and do not represent theopinion or position of the firm.
Representation, and legal advice
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New Landscape
300 Million Users
Source: Tech Crunch, September 2009
70,000,000 Videos
Careful Web tracking analysis
Publication sponsored research
Online survey of Website visitors
Comparative research
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1. Invest in Research
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1. Invest in ResearchI’m going to read a list of items and for each one I’d like you to tell me how well that item currently describes[INSERT FIRM NAME]. For each item, use a scale from “1” to “10,” where “1” means it ”does not describe[INSERT FIRM NAME]” and “10” means it “describes [INSERT FIRM NAME] completely.”
Has excellent litigation skills
Provides excellent merger & acquisitionassistance
Is innovative and entrepreneurial
Works primarily with the Fortune 500
Partners work well across various practices
Attracts and retains top associates
Offers clear and actionable strategic advice
Is known for excellent tax counseling
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2. Map Your Firm’s Touch Points
What are the touch points for each of these type of encounters?
What is value-added about the encounter?
What is the same as any other firm?
UnidentifiedProspects Initial Meetings Client Cross-
Selling Meetings RFP Responses Beauty Contests
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3. Creating a Rallying Cry
Taglines vs. Internal Campaigns
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4. Control First Impressions
Visit your lobby
Study your home page
DLA Piper
Arent Fox
Look at sponsorship ads
Scrub the boilerplate - tie to buyer values for your target audience
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4. Control First Impressions
Able & Cain is an international law firm with more than 1500 attorneys,with impeccable standards of service and ethics spanning more than 200years. We continuously attract top-notch attorneys with experience andcontacts in a myriad of industries and regulatory agencies. With offices inpreeminent centers of finance, technology and government, we are solelyfocused on providing the best advice possible, without compromise, tobusinesses and individuals around the world.
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4. Control First Impressions
Able & Cain, a global law firm, works with companies across allindustries on the most demanding legal and business issues. We helpcompanies protect their value, deal with unplanned events, resolvebusiness disputes and obtain the right financing for growth. Our 1500professionals bring an unparalleled passion for new ideas and truecollaboration to every matter.
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5. Test Your Ideas
Email alerts with various subject lines
One Focus group or IDI day can be invaluable
Comparative testing
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6. Video is Expected
Practice descriptions, Orientation videos, Firm overviews
Can be housed on YouTube, Flicker
Short, short, short
B-roll helps create interest
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7. Content is King
Thought leadership in small bites
Ghost writers/magazine journalists to get it done
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Increasing Distribution of Your Content
Your distribution lists are important … CRM
Increase distribution through service providers likeLexology (ACC members) and Mondaq (Lexis users)and others
Track readership, show specific reader
Follow up
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7. Content is King
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8. Tactile as a Differentiator
High touch
Paper makes an impression
Step away from traditional approach
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9. Create a Dialogue
Blogs – be aware of disclaimers and perceived conflicts
Twitter – when to use it and why
Surveys
Online Polling
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10. Integrate Across Platforms
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10. Integrate Across Platforms
Q & A
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