Presented By: Susan Ramsey Highlights of LMA 2016 Conference

Breakthroughs in PR, Content and Communications Social Media – Top 10 Tips #10Share Your Content #9Work with Technology #8Invest in Your Efforts #7Benchmark, Measure & Adjust #6Be Efficient #5Develop Self-Service Resources #4Be a Strategic Coach #3Be Brilliant #2Teach Attorneys to Fish #1Go Beyond LinkedIn

Content Amplification Critical Part of Content Generation Process 33% of all content gets read on social media Attorneys vs. Accountants – Accounting wins the content battle Share more of their effective visual content Accounting firms - our biggest competitor Use of video, photos, infographics makes biggest difference for increasing readership, shares and ROI

Content Development Co-Produce content with clients, thought leaders and influencers Re-post old content to increase shares, change text, space out, 2xs per week minimum Importance of video – get attorneys engaged, visual message, short/easy way to communicate message Importance of SEO – Choose words carefully for greater search

Show vs. Tell Show Why Ranked High, Don’t Tell No more B2B or B2C, it is now H2H – Human to Human Website is not main place audience going to now – it’s social media Choose powerful images/photos to get more shares, evoke emotions, raise engagement 44% more people read your news with infographics

Content Optimization Main Reason for Content Marketing – to Drive BD Opportunities & Relationships Top SM Channels: LI, FB, Twitter, YouTube, G+ Instagram less, Snapchat to be mainstream Use quotes, visuals to bring stats to life, emojis Share firm history Do 360 degree – Use all 3 platforms/channels Blogs – find influencers, reference in blog, track followers, rainmakers should blog – passionate about their expertise, excited to share

Writing Content Earn reader one piece of content at a time Give clients what you know they want Fill in blank – 6 lines: I am often asked ___ Don’t write about the law – write about how changes to the law impact your client

Content User Experience (UX) Focus: High quality content on web Understand clients and their business Content with client perspective Value Proposition – the pinnacle of content strategy – why should client buy from you? Emphasis on features and benefits of services Think strategically about benefits you offer vs. list of rankings

Evoke Emotion Turn brochures into emotional engagement with clients Events – make clients “feel the experience,” have spectacular event, leaves impression, sets brand for firm, confirms place on map Create ideas that evoke emotion Deviate with marketing message, surprise Marketing skills required to be effective: Engage, Analyze, Create

Building Law Firms with Marketing at the Helm Factors to win competitive work: Pricing, Technology, Innovation, Different/Outside box Law firms today won’t be the same in 2 years As Marketers, we are the voice of the client –analytical skills –financially savvy –technology oriented Use these skills to analyze and assess plans to move the firm forward and grow

Law Firms of the Future New Positions created for Management Team: –Pricing Management –Knowledge Management –Market Technology –Lateral Integration –Strategic Officer What will stay the same? Events, MarCom Important to be Change Agents as the legal world changes

Law Firm Marketing Professionals Make a Difference Learn attorneys’ practices Get ahead of the lawyer, ask what business goals they want to accomplish Understand their client base and targets Develop/build relationships with attorneys Engage attorneys to promote themselves Drive Change, ask right questions Drive Process, define value, utilize resources to increase effectiveness

Key Attributes for Success of Law Firm Invest in people at firm Have a point of view Ask how can you help? Be proactive – step forward with ideas Invest in the culture – understand values, history of firm – “culture eats strategy for lunch”