LMAtech2013: Positioning your firm as a thought leader through targeted digital communications,...

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Social media law, data security, the shale boom and regulatory developments such as the Dodd-Frank Act and the JOBS Act have spurred many firms to devise their own unique strategies and tools to position themselves as a thought leader in these hot areas ahead of the competition. Whether through custom web tools, social media (including blogs), mobile apps, webinars and smartly packaged digital client memos, a few smart firms are edging out their competition, identifying areas of the law and topics that are top of mind to clients, while bringing their thought leadership pieces to market quicker in a strategic way through campaigns, which help raise brand awareness and promote expertise while positioning firms as industry experts with the media and with clients. So what can other firms learn from these early adopters? Using case studies and a discussion on editorial distribution, the panel will explore how some firms have seized opportunities in the market, and provide pointers on how others can stay ahead of the competition, find the next hot area of the law, and find creative technologies to package information to their target audiences. Attendees will gain practical, actionable ideas for how to put thought leadership campaigns into action using technology to help them. You will leave with practical, actionable ideas for how to put thought leadership campaigns into action using technology tools. Specifically, you will learn: How to become a thought leader on a hot area of the law and/or business How to use digital technology and research to help create thought leadership campaigns How to raise brand awareness and position your firm and its lawyers as industry leaders How to outflank your competitors in this digital thought leadership area Moderator Adrian Lurssen, VP Strategic Development, JD Supra Speakers Julie Gurney, Senior Communications Manager, Benesch LLP Stefanie Marrone, Director of Marketing and Communications, Morrison & Foerster LLP Heather Morse, Director of Marketing, Barger & Wolen LLP Joeanne Thomson, VP, Client Development, ShiftCentral