21st Century Law Firm - Is Every Law Firm Now a Media Company

Presentation given to members of Avrio Advocati, a network of international law firms. Provides a high level overview of content marketing including a simple 10 step content strategy.

Transcript

1. THE 21ST CENTURY LAW FIRM IS EVERY LAW FIRM NOW A MEDIA COMPANY?
2. Mike Bean MANAGING DIRECTOR Isaac Parker Creative Services Ltd mike.bean@isaacparker.co.uk +44 (0)20 7993 4895 @mikedbean THE DIGITAL MARKETING AGENCY FOR THE WORLD’S LEADING COMMERCIAL LAW FIRMS
4. In this presentation 1. THE CHALLENGES OF MARKETING A LAW FIRM 2. WHAT WE CAN LEARN FROM MEDIA COMPANIES 3. HOW LAW FIRMS MIGHT USE THESE STRATEGIES 4. OPPORTUNITIES FOR MEMBERS OF AVRIO ADOVOCATI 5. YOUR ROLE AS LEADERS OF LAW FIRMS
5. THE CHALLENGES OF MARKETING A LAW FIRM
6. Marketing a Law Firm can be a frustrating experience.
7. Five challenges 1. INTANGIBLE PRODUCTS 2. LEGAL SERVICES ARE A RELUCTANT PURCHASE 3. OFTEN NOT POSSIBLE TO CELEBRATE SUCCESS 4. BUGETS SPREAD THINLY OVER DIVERSE MARKET 5. HARD TO MEASURE IMPACT
8. Where can we find a solution? Colleagues? Competitors? Professional bodies?
9. LOOK OUTSIDE
10. WHAT WE CAN LEARN FROM MEDIA COMPANIES
11. Why look at media companies? 1. INTANGIBLE PRODUCTS 2. INCREASING CONSUMER CHOICE 3. COMPETITION RESULTING FROM GLOBALISATION 4. DIVERSE MARKET 5. NO LONGER ‘OWN’ THEIR AUDIENCE
12. Media products Entertainment Information Know-how Ideas Documentation Content
13. A media company’s core competency is creating and distributing compelling content
14. CONTENT IS KING
15. Great content is: 1. CUSTOMER FOCUSSED 2. ENGAGING 3. DEMANDS ATTENTION 4. IS EASILY SHARED
16. DISTRIBUTION IS QUEEN
17. Great distribution: 1. SPREADS CONTENT TO A WIDE AUDIENCE 2. EACH CHANNEL PROMOTES OTHERS 3. COMBINES CONTENT INTO MORE VALUABLE PRODUCTS 4. CHUNKS CONTENT TO MAKE IT SPREAD
18. An Example
25. Social Media Online Print DVD Live Syndicate
26. Twitter: Short messages 190 million Tweets per day Facebook: Connect with friends 750 million users LinkedIn: Connect with colleagues 101 million members YouTube: Watch and share video 800 million visitors per month Pinterest: Share images Fastest to break 10 million users
27. But law firms are not media companies... “
28. ...and they are not designed for producing and sharing content “
29. What are the obstacles? 1. WE DON’T UNDERSTAND THE POSSIBILITIES 2. WE DON’T HAVE MEDIA SKILLS 3. WE DON’T HAVE ENOUGH TIME 4. WE DON’T HAVE THE SUPPORT OF OUR PEERS 5. WE DON’T HAVE A CLEAR PLAN OF ACTION
30. HOW LAW FIRMS MIGHT USE THESE STRATEGIES
31. What are the possibilities? DEVELOP MARKETING STRATEGIES THAT TAKE ON A LIFE OF THEIR OWN AND SPREAD WITHOUT OUR INVOLVEMENT. BUILD A MARKETING MACHINE THAT DELIVERS A CONSTANT STREAM OF NEW BUSINESS ENQUIRIES FROM THE TYPE OF CLIENTS YOU WANT TO WORK WITH. DO ALL THIS COST-EFFECTIVELY AND WITH RESPECT TO FEE-EARNERS’ TIME.
32. 16 hours CPD per year required in England & Wales
33. 160 hours in a 10 lawyer firm.
34. + =
35. An Example
36. Social Media Print Live Online Syndicate
37. Content Marketing In 10 Simple Steps
38. 1FOCUS ON A SINGLE PROFITABLE CLIENT.
39. 2MAKE A LIST OF EVERYTHING THAT CLIENT SHOULD KNOW.
40. 3SHARE THE LIST. EACH ITEM OWNED BY ONE LAWYER.
41. 4TAKE TURNS TO WRITE A NEWSLETTER EACH MONTH.
42. 5POST THE NEWSLETTER TO YOUR WEBSITE.
43. 6USE AN EMAIL SERVICE TO SEND IT TO YOUR CLIENTS.
44. 7CONTACT INDUSTRY PRESS & OFFER ARTICLE FOR PUBLICATION
45. 8TAKE THE 20 BEST LINES FROM YOUR ARTICLE AND TWEET 1/ DAY
46. 9PRESENT NEWSLETTER TO CAMERA & POST IT ON YOUTUBE.
47. 10COMBINE 12 NEWSLETTERS TO MAKE A GUIDEBOOK
48. Start with a newsletter Combine several to make more valuable products Break it down into small pieces that are easily shared
49. OPPORTUNITIES FOR MEMBERS OF AVRIO ADOVOCATI
50. Share your Networks
51. Avrio Advocati
52. Avrio Advocati
53. YOUR ROLE AS LEADER IN YOUR FIRM
54. Next steps: 1. DISCOVER WHAT YOUR CLIENTS WANT & NEED 2. INSPIRE YOUR TALENT TO TAKE ACTION 3. LEARN AND LEAD BY EXAMPLE 4. WORK TOGETHER TO DEVELOP TOOLS AS A NETWORK
55. Good Luck!