BRAND 4.0

Marketing your law firm in the Age of Convergence

January 16th, 2014

Dave Saunders

Chief Idea Officer, Madison+Main

Web 1.0 to 4.0

• Where have we been? 1.0 • What’s Convergence? 4.0• Where are we now? 2.0• What’s next? 3.0• What kind of brand are you? 1, 2 or 3?• 5 Social Media Strategies for law firms• 7 Steps toward Brand 3.0

The web for me, since VCUTop Gun Was Tops At The Box Office

“Walk Like An Egyptian” Topped The Charts

Dynasty Was The Top Rated TV Show

Pizza Hut Was First Company To Use Web for Ads

There Were 15,000 Cell Phones in the United States

1987

I was at VCU

I didn’t have a cell phone, but I did eat lots of Pizza Hut

I owned parachute pants

I idolized MC Hammer

Picture courtesy of Mark East, high school friend from Facebook.

1987

201380% of Companies Use Social Media

6.8 Billion People Have Mobile PhonesFacebook has 1.2 Billion UsersMiley Cyrus Tops The Charts

American Idol Is Top Rated TV Show

…and 25 years later, I got to meet MC Hammer

Picture courtesy of MC Hammer, from Twitter.

From PC to 4.0

What is convergence?

The literal definition of convergence is “the act of moving toward union or uniformity.”

governments, politics, trade, markets, currencies, communications, media, transportation, logistics, energy, education, healthcare, manufacturing, professional services, supply chain, technology, research, tourism, banking, non-profits, wholesale, retail, military, hospitality, aviation, utilities, mining, agriculture, etc.

Where are we now?

•Fortune 2500 companies now average more than 50% of marketing spend digital.•The average web user spends 3.5 minutes on CNN.com.•The average web user spends 35 minutes using Facebook.•63% of the US population watches online video.•The average web user spent 23.2 hours watching videos online. (approximately 45 minutes a day)•We’re in the process of leaving web 2.0 and moving into 3.0

Where are we now?

•7.1 Billion people in the world

•6.8 Billion cell phones

•4.5 Billion people have toilets

•2.4 Billion people on the Internet

What’s next?

3.0

Here’s what 3.0 looks like:

1. Physical and digital world becomes more highly connected. (Geo-location)

2. Our perception of reality will be altered by technology. (Augmented Reality)

3. Web users will have more rights and less privacy. (Government v. Google)

4. Human relationships will become more dependent on digital communications. (Mobile)

5. In the future, we won’t search for information. It will find us. (Semantic Web)

6. We, as consumers and citizens, will become less passive and more engaged. (Hyperlocal and “Buy Local”)

7. Everything will be connected on one platform. (?)

What does 4.0 look like?

Robots…

I’m not kidding.

Robots

• Amazon – delivery drones

• Boston Dynamics – robocops

• Google – robot cars

• SRI – intelligent agents (AI)

• Mazor Robotics – surgery

What Kind of Brand Are You?

There are only 3 kinds of Brands.

1.Brands you know and love.

2.Brands you know, but don’t love.

3.Brands you never heard of.

What Kind of Brand Are You?

• 1)

• 2)

• 3)

The 7 P’s of Marketing

These are the old 4 P’s of marketing (explicit):

•Product•Price•Place•Promotion

These are the new 3 P’s (implicit):

•People•Process•Physical Evidence

5 Strategies for Marketing in the Age of Convergence

1. Awareness Building

2. Proactive Customer Service

3. Influence/Positioning

4. Customer Engagement

5. Optimization (SEO, SMO, Mobile)

7 Steps Towards Brand 3.0

I. Build a better brand

II. Get a better website

III. Stake your claim on the webIV. Get Interactive (allow collaboration & access to web)

V. Create multi-media content

VI. Go mobile

VII. People, Process or Physical Evidence (pick one)

Call me.

(877) MAD-MAIN

Email me.

DavidS@madisonmain.comRead my blog.

www.madmain.com

Tweet me.

@madmain

or Google me.