Adam L. Stock chief marketing & client services officer allen matkins | @adamlstock

Tech Tuesday brings the top programs from the 2014 Legal Marketing Technology Conference to a larger audience

10 webinars based on the most popular programs

A new webinar is available the 1st Tuesday of each month

$25 each; $75 “Season Pass” for all http://lmabayarea.com/techtuesday

What topics will be covered? (tentative schedule)

12/2/14 THE TECHNOLOGY HORIZON Essential technologies for legal marketers

1/6/15 LINKEDIN & LEGAL MARKETING How to use LinkedIn to drive business

2/3/15 MODERN LAW FIRM WEBSITES Four 12 minute talks about cutting edge issues: mobile, analytics and design

3/3/15 ONLINE RELATIONSHIPS The Relationship Game: How to build relationships online and off

4/7/15 THOUGHT LEADERSHIP How to build relationships and revenue through thought leadership microsites

5/5/15 SALESFORCE & LAW FIRMS How four law firms are using Salesforce. Is it right for your law firm?

6/2/15 SEO WORKSHOP How to help your website stand out in a crowded sea

7/7/15 SOCIAL MEDIA TOOLKIT Building a robust strategy for your firm’s online presence

8/4/15 POWER DEMOS: MARKETING TOOLS 10 minute demos of five marketing tools

9/1/15 POWER DEMOS: BIZDEV TOOLS 10 minute demos of five business development tools

http://www.slideshare.net/lmabayarea

My first college computer

Trends to follow

1. Chief Marketing Technologist

2. Cloud computing

3. Niche marketing

4. Multi device support

5. Marketing automation

6. Generational marketing

7. Relationship capital

8. Sales automation

9. Intelligence tools

10. Information platforms

11. Content marketing

12. Content branding

13. Social marketing

14. Multi-modal learning

“By 2017 the CMO will spend more on IT than the CIO” - Gartner

1. Chief Marketing Technologist

Marketing success will more tightly be coupled with mastering technology

Chief Marketing Technologist

What’s being affected? Marketers need to master technology What to do Create a marketing technology strategy Map trends & visualize your marketing processes in 4 years

We must track fast moving technologies to understand how to market effectively

2007 iPhone introduced 2015 More tablets than PCs!

Historically, marketers have ignored technology until it became an existential issue…

0 10

incremental existential

That would be nice to have

If we don’t master this we may not be around in 5 years!

The technology investment equation

new revenue + usability Value

Cost time + expense + IT support

Should we invest? =

… is getting much better

Marketing technology has been a 3rd tier IT support problem…

Tier 1

Tier 2

Tier 3 MISS

ION

CRIT

ICAL

Uptime

99.99%

99%

95% YOU ARE HERE

Is the Internet up? Can every attorney work in MS Word?

Is our time and billing system up? Can we check conflicts?

Is the 3rd floor copier working? Is our CRM system up?

We need to redefine our relationship with IT

2. The rise of cloud computing delivery models & standards is solving many of our time, expense and support problems

More cost effective to implement

Easier to use

Easier maintain & upgrade

More agile

Reduced dependence on IT department

Cloud computing delivery models & standards

What’s being affected? Marketing technologies are moving off of dedicated servers

What to do Discuss your cloud strategy with your IT department (esp. security) Plan how to integrate your information

Major technology & user trends

The Internet Our digital selves (social, mobile, things)

Big data

The Internet

The most ubiquitous, interactive and

inexpensive way to connect with customers and prospects

Marketing has become technological because WE are online

American adults 87% are online

90% have mobile phones

71% use social networks

And in-house counsel use online sources to vet outside counsel

Source: Kredible

We are online 24/7

Broadband

Mobile

Internet of Things (Wearables/Devices)

transactions; at fixed times

location info; waking hours

automatic; 24/7

24 24 02 04 08 10 12 14 16 18 20 22 06

During 2008 the number of things connected to the Internet exceeded the number of people on the earth

By 2020 there will be 50 billion

Internet of Things (IoT) devices we use are constantly collecting data

Source: Cisco

2003 2010 2015

Our information is being tracked 24/7

Source: Jawbone

How the Napa earthquake woke up half the Bay Area

The Long Tail the web has made it easier to profitably reach new and more targeted markets

The cost of client acquisition is reduced We can offer more products cost effectively And there are shortened sales cycles

The Long Tail: Why the Future of Business is Selling Less of More (2006), Chris Anderson

3. Niche marketing Success is driven by the reduced “friction” of customer acquisition

Small firms are competing effectively with large firms

3. Niche marketing Success is driven by the reduced “friction” of customer acquisition

Large firms are effectively marketing niche practices

Success of niche marketing and targeted marketing What’s being affected? Law firms are effectively using online tools to acquire customers What to do Evaluate your practices that can benefit from niche marketing Add dedicated web pages for each specialty

There are now more internet-connected smartphones and tablets than computers

4. Multi device support we need to optimize content for multiple devices

Responsive Design & Content Management Systems optimize content across devices.

Need for multi device support

What’s being affected? Mobile emails. Are your emails mobilized? (25-50% are being read on a mobile device)

Mobile website. Is your website mobile friendly? (20+% of web visitors are mobile)

What to do Look at your website/emails on mobile and improve them

5. Marketing automation we need to engage customers across screens (and offline)

Source: Google, Inc.

98% of people use multiple screens sequentially throughout the day to accomplish a task

Marketing Automation Platforms coordinate messages to prospects.

Need for marketing automation

What’s being affected? Coordinating message across social, online and offline

What to do Look at next generation CRMs Look at Marketing Automation solutions – Marketo, Eloqua, Pardot, Hubspot, etc.

Our digital selves (social, mobile, things)

we share our lives online and generations share differently

We live our lives online we choose to share our personal information online

2013 Social Media Stats – US Adults

71%

Facebook use Facebook frequency Multiple site use

42%

Source: Pew Research Center

Daily Weekly

Less

63%

22%

14%

Most in-house counsel use LinkedIn to engage with outside counsel

How recently did you use LinkedIn?

37% in the last week 62%

Source: "2014 State of Digital & Content Marketing Survey" Greentarget, ALM Legal Intelligence, Zeughauser Group

25% in the last month

To contact and/or build connections

To participate in groups on specific topics

To access content

56%

42%

37%

How do you use LinkedIn with outside counsel?

Should we be thinking of LinkedIn as the future “online store” for our attorneys?

6. Generational marketing There is a generational split in the way that people communicate online

“I visit social media sites several times a day”

48% millennials

Source: USC Annenberg Center for the Digital Future and Bovitz Inc.

20% 35+

Law firms are using Facebook to speak to younger demographics

Silent Leading-Edge Boomer

Trailing-Edge Boomer

GenX

Ages of Leaders AmLaw 100 Fortune 100 CEO Fortune 100 GC Nasdaq CEO

Social media will become more central as decision-makers fall into younger age cohorts

69+ 59-68 50-58

32-49

MP

Source: Heather Morse – Legal Water Cooler

AMLAW Man. Partner

Fortune 100 CEO

Fortune 100 GC

Nasdaq CEO

Nasdaq GC

Avg. 60 Avg. 52

Law firm leaders are older than leaders of large companies

Build a generational marketing strategy that integrates social media

What’s being affected? Need to communicate differently to different demographics

What to do Have a two pronged approach to communications (2x the work!) Use Facebook for recruiting; use LinkedIn for publishing/distribution

Big data

The explosion of data – private, public & social –

is offering new insights & opportunities and commoditizing information

Big data more data is being created than ever before!

Source: Intel

Increased product sales ahead of hurricanes

How Walmart uses big data

Start predicting what will happen as Hurricane Frances approaches based on consumer data from Hurricane Charley

Source: New York Times

Flashlights

Strawberry Pop Tarts

7x as many sold!

7. Unlock relationship capital Implement automated mapping tools

Automated relationship mapping using enterprise data (ERM systems)

ContactNet

6. Unlock relationship capital Implement automated mapping tools

Massing several information sources in one dashboard Using big data sources to make connections

Relationship Science

Capitalize on your firm’s relationships

What’s being affected? Automated mapping tools provide a unified view of firm relationships

What to do Implement some of these tools!

8. Sales automation tools Manage multiple data channels and increase data accuracy

Automating CRM updates

How signature scraping works Gwabbit, ContactNet, others

Invest in sales automation tools

What’s being affected? Keeping client and prospect information fresh

What to do Understand appropriate tools

9. Intelligence tools More choices and at lower costs

Take advantage of new intelligence tools

What’s being affected? New information is available – and at much cheaper prices

What to do Sample at the buffet! Integrate new tools into your Marketing/BD processes

There is more data, but our capacity to absorb information has not changed

We need ways to filter information that we value

10. Information platforms Help us understand markets, clients, competitors

Uses ShiftCentral to help gather relevant information

10. Information platforms Help us understand markets, clients, competitors

Using listening platforms to track information about industries, clients, competitors, emerging issues Manzama

10. Information platforms Help us understand markets, clients, competitors

On-demand dashboards are amassing multiple relevant sources (adding mobile to the mix) Thomson

Information tools help us turn data into information

What’s being affected? Filtering information relevant to our enterprise Turning “data” into “information”

What to do Understand how these tools fit into your business processes

11. Content marketing Marketing by sharing quality content – has become key for law firms

Important insights

That are valuable

Communicated well

Regularly

We have an entire organization that does this!

What do we need to do great content marketing?

Good information gets shared through social

networks

(Junk doesn’t)

Because there’s so much information, we look at things from people we trust

Growth of law firm content marketing

What’s being affected? An effective way to share expertise with new potential clients

What to do Integrate content marketing into your BD strategy

12. Law firm content “brands” Information overload is encouraging law firms to act like publishers

Bene

sch

MoFo

Allen

Matk

ins

Bake

r Don

elson

Emergence of law firm content brands

What’s being affected? Law firms are becoming trusted brands for information

What to do Integrate content branding into your sales strategy

1 click to share on LinkedIn or to email

Hi, everyone. Please share one of these articles below on your social networks.

13. Emergence of “social marketing”

Clearview Social

“Gamification” drives activity/behavior

Transparency shows a user’s

activity.

Leaderboards encourage competition

“Gamification” drives activity/behavior

Emergence of social marketing

What’s being affected? Law firms are using their attorneys’ networks to distribute content

What to do Consider using social marketing in your content distribution strategy

14. Multi-modal training An effective and convenient way to educate

Integrates online video, lessons and tracking – online and on-demand Practice Boomers

Distance learning and coaching companies are using video, internet & apps to bolster effectiveness

Employing online technologies for multi-modal learning

What’s being affected? People can learn effectively on their own time

What to do Evaluate new training options!

How can we organize technology to optimize our marketing efforts?

Plan

Create

Distribute

Convert

Analyze

We need to develop and integrate our marketing technology tool set

Research

Content production Content governance

CMS, Email marketing, Social media marketing, Syndication

Optimization

CRM, ERM Marketing automation

Plan

Create

Distribute

Convert

Analyze

We need to develop and integrate our marketing technology tool set

Research

Content production Content governance

CMS, Email marketing, Social media marketing, Syndication

Optimization

CRM, ERM Marketing automation

Plan

Create

Distribute

Convert

Analyze

We need to develop and integrate our marketing technology tool set

Research

Content production Content governance

CMS, Email marketing, Social media marketing, Syndication

Optimization

CRM, ERM Marketing automation

Plan

Create

Distribute

Convert

Analyze

We need to develop and integrate our marketing technology tool set

Research

CMS, Email marketing, Social media marketing, Syndication

CRM, ERM Marketing automation

Optimization

Content production Content governance

Plan

Create

Distribute

Convert

Analyze

We need to develop and integrate our marketing technology tool set

Research

CMS, Email marketing, Social media marketing, Syndication

CRM, ERM, Marketing automation

Optimization

Content production Content governance

Plan

Create

Distribute

Convert

Analyze

We need to develop and integrate our marketing technology tool set

Research

CMS, Email marketing, Social media marketing, Syndication

CRM, ERM, Marketing automation

Optimization

Content production Content governance

Proactively manage your career success The heat is being turned up! Major technology shifts are fundamentally changing our jobs!

It’s time to channel your inner geek!