On Wednesday morning we were lucky enough to host Ari Kaplan, a West author and professional networking guru, who took time out of his current book tour to stop at Thomson Reuters. Ari spoke about creating and building a network, the skills it takes to work the career ladder, and his new book – Reinventing Professional Services: Building Your Business in the Digital Marketplace.
Early in his presentation, Ari spoke about the importance of distinguishing yourself from competitors and exceeding expectations. He supplements this advice with an anecdote: the taxi driver who took him from the Minneapolis-St. Paul International Airport to Thomson Reuters in Eagan offered Ari a bottle of water. Ari learned that the driver buys water bottles in bulk and offers them to his customers. He said that he does this because it raises his tips by at least 20%. This taxi driver is paying attention to detail and exceeding customer expectations. Ask yourself: what are you offering that is unique? What is your bottle of water?
Ari also spoke about the increasing importance of networking and the role that technology, including social media, plays in this. Networking is about knowing who you want to meet, and being able to connect them to others. He pointed out that it is easier to share about others than about ourselves, and yet networking with another person reflects who you are.
The quality of relationships means more than the sheer number of connections one may have. Therefore being able to leverage technology to increase networking opportunities and differentiate yourself from others is increasingly important. As Ari insists, you must “be the guy with the bottle of water.”
To learn more about Ari’s new book visit the Wall Street Journal’s Law Blog or the Houston Chronicle and watch for our video interview with Ari. And while we’re on the subject, what is your favorite networking tip?
Posted by Morgan Smith in:
Client development | Law firm business |
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The concept of searcher intent deals with how and why a visitor to a website uses that site’s search function.
For a law firm website, searcher intent is a critical concept to understand. Helping visitors find what they want can obviously increase their satisfaction with the site.
Kalev Peekna provides some analysis and law firm examples on the Hubbard One blog, Hubbard Perspectives, in a post titled “Build it, and they will search: Searcher intent within your site.”
Peekna is a manager in the Web Solutions Practice for Hubbard One.
In his blog post, he outlines three recently emerging trends and tools in search functionality that relate to searcher intent: (more…)
Posted by Kevin Hunt in:
Client development | In Business |
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Good relationships are key to succeeding in the business world. Law firm marketers realize that it’s not just whom you know, but also how well you know them and manage your relationship with them that matters.
Many law firms are using enterprise relationship management (ERM) to track and manage those important relationships, and ultimately determine how they can be used to foster business growth. A post on the Hubbard One blog, The Hubbard Perspective, discusses a recent Hubbard One article that addresses the implications of ERM 2.0 that was featured in Marketing the Law Firm.
In “ERM 2.0 – What’s Next for Legal Marketers,” Wilbur Swan explains the evolution of ERM from version1.0, where importance was put on “who knows whom,” to ERM 2.0:
ERM 2.0 is about changing how the firm can use its relationship information as intelligence for a competitive advantage. Additionally, it encapsulates deep market and relationship data analytics, allowing firms to better understand their strategic business risks and opportunities. In other words, it really comes down to taking all relationship information and making it actionable.
Swan also believes that ERM 2.0 should be a part of a client development strategy as a broader best practice:
A client development strategy is a deliberate plan to leverage intelligence – relationship/business/competitive – to effectively deploy and measure marketing efforts as they relate to improving client development. At the core of this best practice is the understanding that relationships and experience are the keys assets that a firm brings to the table and that by leveraging them effectively a firm can outperform its peers in achieving a growth strategy.
Wilbur Swan is a senior director of Product Management at Hubbard One, and leads marketing and clients solutions for ContactNet.
You can read the full article that appeared in Marketing the Law Firm here.
Posted by Anne Lawver in:
Client development | In Business |
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Internet marketing isn’t easy, no matter what industry or business is involved. To help solicitors and law firms in all practice areas in the United Kingdom, FindLaw has announced the launch of FirmSites in the U.K.
FindLaw provides custom-designed websites that give potential clients helpful information about a firm, including details about its solicitors, firm history, areas of specialty and approach to handling cases. FirmSites also brings FindLaw expertise with search engine optimization and online directories to help draw traffic to a site, providing a steady stream of qualified prospective clients.
As we noted last month, FindLaw also is active in the U.K. with FindLaw UK (legal information for individuals and businesses) and Contact Law (which connects people with recommended solicitors who can provide legal advice).
Posted by Kevin Hunt in:
Client development | In Business |
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Editor’s note: Guest blogger Joseph Raczynski, an Applications Integrator for Thomson Reuters, Legal, is also a technology evangelist who specializes in social media and portal technology. He also has been a consultant in web and wireless development.
In the social media sphere within the legal industry there are several gaps which need attention. One chief oversight is the under utilization of the broadcasting ability of Twitter.
In its most simplistic nascent form, Twitter is a megaphone. “Payne & Suffrin, LLP wins medical case!” Or… “Partner Tom Thompson lands Megasaurus, LLC.”
Outlined below we see some firms are using Twitter in this capacity; however others remain silently “tweetless.”
The second more dynamic and critically important aspect of Twitter is the dialogue opened. That is, when people are frustrated or elated typically they tweet about it.
Companies and firms alike who have products or clients should be fully cognizant of these musings. The gesture by a firm in the form of a rapid reply satiates most because then their tweet does not fall into the abyss. Therefore the tweet becomes an actual two way conversation. It is a perfect opportunity for a firm to engage. This is easily accomplished via Twitter Search and the myriad of applications that allow access to aggregated tweets about a firm.
Here are some examples from firms using Twitter:
-Akin Gump Strauss Hauer & Feld (@akin_gump) is tweeting such announcements as wins, partner opinion on the international climate in the Middle East, and recaps of events on the Hill
-Howrey LLP (@HowreyLLP) transmits alerts regarding symposiums it hosts, awards won, and tasks forces created
-King & Spalding (@kslaw) announces new clients, partner discussions, and blogs
Some final thoughts to consider:
-Is your firm seeing Twitter as an open dialogue?
-Does your firm search tweets to see what people are saying so you can respond?
-What resources do you dedicate to answering tweets?
Ultimately a timely response creates tremendous goodwill on behalf of the firm. However it should be noted that the reply should be crafted from a customer facing department who can properly engage in the conversation as opposed to a general firm user with a Twitter account.
Joe Raczynski
Applications Integrator
Thomson Reuters, Legal
Posted by Joe Raczynski in:
Client development | In Business |
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At a time when law firms are likely more focused than ever on client development, attendees at the 2010 Legal Marketing Association (LMA) Annual Conference in Denver are getting insight for their work from some of the best practitioners from around the world.
That work also includes knowing how to work best with the leaders and key people within the walls of the firm.
Jonathan Fitzgarrald, director of marketing at Greenberg Glusker Fields Claman & Machtinger LLP participated in a session titled “Developing Your Communication Skills to Gain Influence and Increase Your Effectiveness in your Role.”
In a post on Hubbard One’s blog titled “Gaining Influence and Increasing Effectiveness as a Legal Marketer,” Chelsie Givan shares a video interview with Fitzgarrald in which he outlines five best practices for marketers in sometimes difficult and political environments in professional services firms, including law firms.
You can watch the video and read Chelsie’s full post on The Hubbard Perspective blog.
And for more information on the 2010 LMA Annual Conference, click here.
Posted by Kevin Hunt in:
Client development | In Business |
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The Legal Marketing Association (LMA) is holding its annual conference in Denver. Our colleagues at Hubbard One are covering some of the activity on The Hubbard Perspective blog.
In a post titled “Transitioning from Marketing to Business Development,” Jen Bullett recapped a panel discussion about the transition of a law firm marketer’s mindset, from marketing to business development. The panel featured José Cunningham, Chief Marketing & Business Development Officer, Crowell & Moring LLP, and Anne Malloy Tucker, Chief Marketing Officer, Goodwin Procter LLP.
Here are five of the points from the panel that Jen noted:
1. Understand your key partners’ top 5 clients
2. Know your firm’s top 100 clients and prospects
3. Be an agent for cross-selling
4. Focus on initiatives that get lawyers in front of clients
5. Identify and nurture those lawyers with untapped potential
You can read Jen’s full post on The Hubbard Perspective blog.
And for more information on the 2010 LMA Annual Conference, click here.
Posted by Kevin Hunt in:
Client development | In Business |
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Many law firms – all around the world – are finding new opportunities to leverage marketing technology with a focus on supporting and growing the business development efforts of their attorneys.
How can firms ensure the success of these technology initiatives by fostering meaningful and productive relationships between IT and marketing?
Shawn Samuel, chief architect at Hubbard One, contributed his thoughts on this topic in a white paper from the International Legal Technology Association (ILTA). Shawn’s article is titled “Social Networks to Firmwide Collaboration.” The ILTA white paper, published in October 2009, is Marketing Technology: Making Connections, Keeping Clients.
Samuel specifically looks at social media and the integration of those tools with enterprise systems to boost a firm’s business development efforts. He says:
Chief information officers (CIOs) and chief marketing officers (CMOs) in the legal field, many of whom encourage a close relationship between IT and marketing, are beginning to translate the advantages of social media and networks into terms legal eagles can understand.
Samuel also writes that it isn’t only CIOs promoting the partnership of marketing and IT and their combined role as proponents of marketing technology. He quotes Kim Perret, director of Marketing and Business Development at Hunton & Williams in Washington, D.C., about the marketing technology team at her firm that focuses on helping attorneys leverage technology to communicate with key audiences:
“Our team is focused on CRM, Web, electronic communications, webinar technologies and communications,” she said, “They serve as the coordinators working with the business development team and liaise with IT for more involved projects.”
For more of Samuel’s insight into law firm collaboration between marketing and technology, listen to this Westcast podcast interview with him or download the PDF of his article.
Posted by Kevin Hunt in:
Client development | In Business |
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SharePoint continues to gain ground in its use in law firm client service and business development. Aimed at fostering collaboration and efficiency across a firm, SharePoint also earns attention for the ways firms can customize it to meet their needs for sharing information. Microsoft even has a dedicated page about its specific benefits for the practice and business of law.
Bob Beach offers some ideas on how SharePoint can best be used on the Hubbard One blog, Hubbard Perspectives, in a post titled “SharePoint Best Practices Panel from Legal Tech NY.” Beach is a the director of XMLAW client services.
He writes:
SharePoint can and should be used as a platform for bringing together information about clients, matters, and practices/industries served by the firm. When done well, this can lead to new insights about the work the firm is doing, and opportunities to drive new business.
Beach also writes about client extranets in in SharePoint:
Client extranets are a great way to interact with clients beyond simple document sharing to include collaboration capabilities, billing-related information, and trending towards matter budgeting and task/project management.
To read Beach’s full post, including his keys to great content on SharePoint through intranets or extranets, click here.
For more information about SharePoint’s solutions for the law, visit Hubbard One and XMLAW.
Posted by Kevin Hunt in:
Client development | In Business |
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Hubbard One has posted results of its Pulse Survey, taken during the ILTA 09 conference, on its blog, The Hubbard Perspective.
Jeff Johnson writes:
We heard from many technology and marketing professionals about firm contact management, identified benefits, approaches and best practices, including how to engage all players in the firm and integrating it into firm workflows. We learned how SharePoint could add value to many facets of the business development process, from data aggregation to simplifying information exchange.
Jeff’s post ends with a video about the survey, from Preston McKenzie, vice president and general manager, Hubbard One.
Posted by Kevin Hunt in:
Client development | In Business |
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What’s in a word? The Black’s Law Dictionary, 9th edition from Thomson Reuters can provide both definition and pronunciation through a new Android App. When the word of the day isn’t a word you know, Black’s mobile applications is ready to find that content on your Android.
Black’s is available as an Android App and also [...]
Pangea3 CEO David Perla was a member on the panel for Legal Process Outsourcing 2.0 at the ACC Annual Conference in Denver recently.
With the rapid growth surrounding LPOs in the legal industry, the panel addressed numerous topics and issues ranging from: how each company addresses the relationship with the LPO differently to the best way [...]
We’ve got a great podcast this month to kick-off the New Year featuring an interview segment with attorney Yar Chaikovsky about monetizing patents and the forthcoming impacts of patent reform.
Then in our “On the Blawgs” segment we learn about one blogger’s top five social media tips for businesses.
In our “Chaos in the Courts” segment, we [...]
