Leveraging Your Brand Investment10 Key Tactics

LMA Atlanta City GroupOctober 21, 2009

Kimberly Bell, McKenna Long & Aldridge LLPElonide Semmes, Right Hat LLC

Leveraging Your Brand InvestmentWith No Budget, Less Staff andNon-busy, Panicked Lawyers

LMA Atlanta City GroupOctober 21, 2009

Kimberly Bell, McKenna Long & Aldridge LLPElonide Semmes, Right Hat LLC

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Old Paradigm

Read a printednewsletter or

brochure

Call a colleague

Go to a seminar

Look in MartindaleWidgets R Us

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New Paradigm

Follow an onlinebanner ad

Web site

PrintCommunications

(brochures, stationery,invitations,

holiday cards)

Widgets R Us

Call a colleague

Do a Googlesearch

Attend aWebinar, speech,

tradeshow

Read about thefirm on Connect,Legal OnRamp,

LinkedIn

Get 16 e-alertson the topic

Read a blog

See aTwitter post

Listen to aYouTube video

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New Paradigm ⇒ New Policies

Create a social media policy

Do not quote, reference or provide any personal information about any otherperson

Avoid controversial topics that have nothing to do with the mission of the firm

Act quickly to correct any mistakes that you make in your postings

Don't include defamatory, or racially/sexually offensive material

Don’t disparage the firm, its employees, or its competitors

Don't include work email addresses on personal social networking sites

If you receive any type of inquiry from an outside source (e.g. press) followthe requirements in the Public Communications Policy

Use appropriate disclaimers:

The opinions expressed on this site are mine and do not represent theopinion or position of the firm.

Representation, and legal advice

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New Landscape

300 Million Users

Source: Tech Crunch, September 2009

70,000,000 Videos

Careful Web tracking analysis

Publication sponsored research

Online survey of Website visitors

Comparative research

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1. Invest in Research

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1. Invest in ResearchI’m going to read a list of items and for each one I’d like you to tell me how well that item currently describes[INSERT FIRM NAME]. For each item, use a scale from “1” to “10,” where “1” means it ”does not describe[INSERT FIRM NAME]” and “10” means it “describes [INSERT FIRM NAME] completely.”

Has excellent litigation skills

Provides excellent merger & acquisitionassistance

Is innovative and entrepreneurial

Works primarily with the Fortune 500

Partners work well across various practices

Attracts and retains top associates

Offers clear and actionable strategic advice

Is known for excellent tax counseling

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2. Map Your Firm’s Touch Points

What are the touch points for each of these type of encounters?

What is value-added about the encounter?

What is the same as any other firm?

UnidentifiedProspects Initial Meetings Client Cross-

Selling Meetings RFP Responses Beauty Contests

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3. Creating a Rallying Cry

Taglines vs. Internal Campaigns

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4. Control First Impressions

Visit your lobby

Study your home page

DLA Piper

Arent Fox

Look at sponsorship ads

Scrub the boilerplate - tie to buyer values for your target audience

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4. Control First Impressions

Able & Cain is an international law firm with more than 1500 attorneys,with impeccable standards of service and ethics spanning more than 200years. We continuously attract top-notch attorneys with experience andcontacts in a myriad of industries and regulatory agencies. With offices inpreeminent centers of finance, technology and government, we are solelyfocused on providing the best advice possible, without compromise, tobusinesses and individuals around the world.

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4. Control First Impressions

Able & Cain, a global law firm, works with companies across allindustries on the most demanding legal and business issues. We helpcompanies protect their value, deal with unplanned events, resolvebusiness disputes and obtain the right financing for growth. Our 1500professionals bring an unparalleled passion for new ideas and truecollaboration to every matter.

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5. Test Your Ideas

Email alerts with various subject lines

One Focus group or IDI day can be invaluable

Comparative testing

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6. Video is Expected

Practice descriptions, Orientation videos, Firm overviews

Can be housed on YouTube, Flicker

Short, short, short

B-roll helps create interest

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7. Content is King

Thought leadership in small bites

Ghost writers/magazine journalists to get it done

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Increasing Distribution of Your Content

Your distribution lists are important … CRM

Increase distribution through service providers likeLexology (ACC members) and Mondaq (Lexis users)and others

Track readership, show specific reader

Follow up

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7. Content is King

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8. Tactile as a Differentiator

High touch

Paper makes an impression

Step away from traditional approach

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9. Create a Dialogue

Blogs – be aware of disclaimers and perceived conflicts

Twitter – when to use it and why

Surveys

Online Polling

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10. Integrate Across Platforms

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10. Integrate Across Platforms

Q & A