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Issue 22
Marketing Hope Is Alive and Well:
Top Firm Marketers Reveal Their Plans for the Year Ahead
By Burkey Belser and Sue Allison
We surveyed AmLaw 200 marketers and found that there is a planned uptick in some marketing activities on the horizon for the coming months, including some surprises. Read the full article as it first appeared in the ABA's Law Practice magazine.
Issue 21
Your Client Feedback Program May Not Lead to Satisfied Clients
By Sue Allison
I was recently talking with a colleague about how a majority of management event attendees say their law firms are doing client feedback in a systematic way; but when we ask clients if their law firms request feedback on service and performance, the answer is almost always “rarely” or “never.”
Issue 20
In Client Interviews, How Questions Are Asked Really Matters
By Greg Newman
In our recent "Marketing Hope" survey of plans for 2009 and 2010, 64% of Am Law 200 marketers indicated they will be investing in client loyalty interviews. That's a smart move in any economy. But how do you extract the most value from those interviews?
Recent Posts
What Professional Services Firms Can Learn From Avatar (that would be the film, not the earthly deity)
By Gayatri Bhalla
Posted on 01/13/10 at 5:23 pm
Image Credit: Twentieth Century Fox Corporation
Avatar has been a runaway blockbuster hit of the holiday movie season. Of course it is a film with spectacular visual effects, amazing new technologies and an original story, but we marketers also find it notable for its smart use of social media.
Avatar isn’t the first film to promote itself on Twitter, Facebook or MySpace—far from it. Every movie these days has its own Web site with rich video, Twitter handle, MySpace presence and more. What Avatar did that was unique was use these platforms in ways BETTER than anyone else has and APPLY LEARNINGS from other films.
For example, nearly all films run trailers online—it helps to drive traffic to the site and introduce the content to a broader audience. Avatar, however, did this twice as well: Not only did it roll out three different trailers (including one interactive one), but when fans re-mixed one of its trailers and mashed it up with other movies, the movie house stood by and let the fans have at it. It trusted its fans with the brand and permitted passion to spread and grow.
While service firm sites will never see the kind of adulation and interaction as a movie or consumer brand site, lessons abound for professional services firm CMOs and their events, thought leadership efforts and other promotional efforts:
- Use your digital presences in concert with one another. Each site/page/link should fit into the larger constellation of the Web presence you currently manage, and you should have a clear strategy for how they play off one another.
- Even if you are not the first to market in using social media, the opportunity to use it better than anyone else still exists. Professional services firms lag sorely behind in social media use, never mind using it for differentiation. That’s an opportunity.
- Web 2.0 by definition encourages interaction with your brand. Embrace it. Monitor it, but jump in. Allow—nay, encourage—your employees, clients and prospects to interact with you in the online space, be it through reviews (both good and bad), citations, links, etc. The conversation will happen anyway—you may as well be a part of it.
Tags: Facebook, MySpace, Social Networking, Twitter, Web 2.0
Does the New Form of Social Networking Matter to You?
By Burkey Belser, Nanther Thangarajah and Pete Rutkowski
Posted on 10/15/07 at 5:02 pm
In our work across the professional services landscape, we hear the following client refrain on a daily basis: “Ours is a relationship business.” And so it goes that we also hear: “Who you know often matters as much as what.” Driving home this point, a recent New York Times article and accompanying graphic illustrates the interconnected and small world of Wall Street investment bankers, lawyers, hedge fund managers and private equity firms. It also diagrams the college ties that bind them.
These types of social networks are ageless. But the concept of online social networking is all the current rage—in part, because it’s very big business. So we asked ourselves, what effect, if any, will social networking sites have on the professional services (or relationship) business? With this question as a guide, we look this month at three of the most popular social networking sites and offer some insights about their implications for your marketing and recruiting efforts.
Tags: Facebook, LinkedIn, MySpace, Social Networking, Web 2.0
