2012 LMATECH - Wendy Bernero - Building a Stronger Law Firm Brand

Leveraging Market Intelligence & Social Media to Strengthen Your Brand

2012 Legal MarketingTechnology Conference West

October 11, 2012

Agenda

Brand Measurement and Client Segmentation:• Elizabeth Duffy, Acritas

Strategy Definition • Stefanie Marrone, Mayer Brown

Brand Visibility and Content Marketing• Adrian Lurssen, JD Supra

Discussion

Brand Measurement and Client Segmentation

Strategy Definition

What should you do at the outset of a strategic communications campaign?

Have a timely idea, practice or industry in mind.

Identify and assemble an internal team.

Define your audience.

Listen to your audience.

Engage in a two-way dialogue with your partners and the business development team.

Use research to develop a targeted campaign.

Research, research, research!

Research Tools • Competitive intelligence - competitors

• Market research – Acritas

• Analytics on email marketing campaigns (client memos, announcements, etc.)

• Analytics on web site traffic

• Client feedback interviews

• Internal surveys of partners

• Industry reports

• Market intelligence reports - ShiftCentral

Identify your platform, issue, topic

Put it all together!

(defined, targeted focus + informed research = thoughtful, effective campaign)

Communicate it!

Internal communication

External communication

Case studies

Brand Visibility and Content Marketing

Content marketing: what’s the story?…content marketing enables brands to share their story in long form and in their own words. An incredible sea of change in the way information is shared and distributed online means that for the first time ever, any brand can create its own content affordably and at scale. The story can come in the form of blogs, articles, reviews, ebooks or videos… It’s real, interesting content that delivers informational or entertainment value.

- Online Display Ads: The Brand Awareness Black Hole (Forbes)

“

Create content worth talking about

Content is currency — something we trade for our audience’s attention. That currency becomes more valuable every time it’s shared by someone other than ourselves. Those shares might be validation. There might be debate. There might be disagreement. It’s our job to create content worth sharing. How it’s shared isn’t up to us...

- Why Content Marketing is the New Branding (Copyblogger)

“

Content, Brand Visibility, and Sharing

SHARING BETWEENOTHERS

DIALOGUE BETWEEN OTHERS

YOUR OWN NETWORKING

& BROADCASTING

CurationMediaProfessionalsLawyersConsumersSyndicators

Market Intelligence

Connections

Give people what they want

Timely Wal-Mart and the Death

Knell for Amending the FCPA

The Impact of the New York Times Report on Wal-Mart’s Bribery Scandal

An overview on FCPA Reform? Who wants what changed, and why?

Internal compliance investigations in international business. Team make-up. Reporting structure. Accountability.

Characteristic of a good FCPA compliance program

Why can’t we do business on local terms? FCPA role in international business

Best senior management practices for FCPA compliance

“We can’t touch this topic.”

This type of editorial framing also allows your firm to participate, even on news stories involving sensitive client issues.

Evergreen Contentvs.

The Promise of Web Publishing: 1995 to Today

CONTENTSomething to sayThe means to publish

TECHNOLOGY

An audience/readersVISIBILITY

Discussion