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A Business Case For New Media – Serving Up Content (Manzama™)

September 28th, 2012Law Marketing Association, Southern CA Chapter

Peter Ozolin, CEOManzama, Inc.

Social Intelligence

• Bees cannot talk.

• Maintain communication through dances, vibrations, and body chemical signals.

• Identify a food source’s distance and abundance, competitive threats & environments most suitable for hive (done each year)

Roles in social framework

Maintain social harmony w/in

colony

Conclusions – honey bees & social learning

• Honey Bee Life Cycle, depends greatly on social structure.

• Very adept at social learning.

• Studies suggest they develop a cognitive map.

• Learning is essential for efficient foraging.

1. Are we as adept as the honey bee when it comes to social learning?

3. How can we benefit from social listening and content analysis?

2. What is content’s role in the case for new media ?

Three remaining questions

1. Are we as adept as the honey bee when it comes to social learning?

• Identify food source’s distance (Who should we target? Is there any low hanging fruit here?) and abundance (there’s work there now, but how about the future?), competitive threats (are any of our peers already there, if so, in what capacity?) & environments most suitable for hive (does this align with the overall vision of the firm and new growth opportunities?).

• Produce content and maintain social relations (Blogger Bee)

• Maintain communication through dances, vibrations, and body chemical signals : basically, engage with clients and prospects in a manner where personal relationships can be fostered.

2. What is content’s role in the case for new media ?

• Traditional Media– National & Regional Press– Industry Press– Press Releases

• Corporate, Law Firms, Industry Associations

• New Media– Blogs

• Traditional Media, Law Firm Branded Practice Specific, Individual bloggers, etc.

– Facebook, Twitter, LinkedIn– Internet only publications

• Distinctions are blurring• Means of publication becoming less relevant• Emerging benchmarks

– Relevance, speed of publication, number of followers, perceived as thought leaders

– Can we anticipate a legal need (risk or opportunity) and bring to attention of client(s).

Social Media = New Sources = New Challenges

Conclusion: better understanding of content will help drive strategy

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• Client Monitoring• Competitive Benchmarking• Stay current with developing

issues in their practice areas industries

• Analyzing Trends and getting ahead of issues.

• Marketing• Content Positioning• Lead generation, opportunity

to connect with clients• Scale our people• Organizing BI Practices • Legal Research

And, we’ll be more adept at:

3. How can we benefit from social listening and “serving” up content?

Changing The Standards of BI…

Traditional Approach Micromarket StrategyData ManagementSales collects customer data from internal sources (CRM, billing, customer service databases, experience management systems) Data are updated and analyzed quarterly or semi-annually Outside analysts provide tools, advice and statistical services

Sales combines very large databases of internal and external data such as demographics, social media chatter, and competitive intensity. Data are updated and analyzed monthly, weekly and daily. Data collection and analytics are done by in-house experts.

Resource AllocationSales coverage is defined by large regions and territories Sales resources are allocated according to a region’s historical performance

Sales coverage is segmented into dozens or hundreds of micromarkets. Resources are deployed at the micromarket level accordingly to expected future opportunity.

Performance ManagementRep (and channel partner) performance is assessed relative to other reps (and other channel partners)

Performance is assessed relative to the opportunity within the micromarkets.

CollaborationSales, marketing, and other departments are siloed

Sales, marketing, strategy, customer service, and other functions are collaborative.

Examples

Market Awareness – strong as you perceive?

PositioningArticle Count in Manzama

=

Parting Thoughts…

Conclusion – new media demands new approaches to both learn and interact.

“Learning would be exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their own actions to inform them what to do. Fortunately, most human behavior is learned observationally through modeling: from observing others one forms an idea of how new behaviors are performed, and on later occasions this coded information serves as a guide for action."-Albert Bandura, Social Learning Theory, 1977