#1NWebinar – Inspiration & Innovation
From touch-friendly sites and responsive design to content marketing and enhanced filtering/search, new trends and technologies are impacting the look, feel and functionality of law firm websites and mobile experiences. Join One North Founder and CEO John Simpson as he explores how law firms can use these sites to start conversations, deliver genuine value, engage clients and prospects and – ultimately – make it easier to grow relationships. During this webinar, we highlight some emerging trends and show examples of how they are being used by businesses, both in and out of the legal industry, to create engaging and interactive user experiences. We also weave in insights from a recent General Counsel Survey (http://bit.ly/QjevJK) to better understand how a law firm’s target audiences’ use of the Web is evolving. To view a recording of the webinar, visit http://bit.ly/YMAm1Z.
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#1NWebinar – Inspiration & Innovation
- 1. 15 May 2013 Inspiration & Innovation Webinar
- 3. Collapse of Mass Communication Fragmentation of our audiences’ “occasions for use” Primacy of trust Its all about the user experience. As marketers, if we are trying to flatter and advertise our audience into submission, we are doing it wrong
- 4. “As you have realized but most likely not come to grips with, you are being evaluated 24/7 in countless conversations that have zero to do with your ad slogan. On the contrary, they are about your brand's essential self--which behooves you to think very hard about your essential self. This has ceased to be an option. History has made that decision for you.” Source: Forget Product Positioning, This is the Dawn of the Relationship Era. Advertising Age. 2012
- 5. >$1B in sales on only $18M in advertising 75% of revenue from repeat customers User experience – An example
- 6. How Can You Use Your Website to Grow Relationships? Start Conversations Deliver Genuine Value Make it Easy Move & Engage
- 8. “I would imagine that, through preferences that could be set on a website, firms might be able to more carefully tailor content so that more would be useful to me” One North General Counsel Survey bit.ly/QjevJK
- 15. "How do you, as a marketer, get the subset of the loyal customer who doesn't just buy your product again but ... writes those positive reviews? They share your links and retweet you on Twitter and post a photo of themselves with your product on Facebook and "like' you on Facebook and generate all these network conversations.” Source: Forget Product Positioning, This is the Dawn of the Relationship Era. Advertising Age. 2012
- 19. “We would like to get the firm’s knowledge from their website. We might pay for it, and it’s obviously better if at least some of it is free, but we want to have access to things like forms and other knowledge the firm has.” One North General Counsel Survey bit.ly/QjevJK
- 26. MAKE IT EASY
- 27. “Being able to search or dive down through the listings of practice areas, and find that type of expertise, find who the section head is, can be quite helpful.” One North General Counsel Survey bit.ly/QjevJK
- 30. Social-Media Style trending topics User-Driven “Topics”
- 34. MOVE AND ENGAGE
- 35. “…this company has the resources to put into their website; they care about their reputation. That does make a difference, there’s no question about that.” One North General Counsel Survey bit.ly/QjevJK
- 47. The Relationship ExperienceThe Relationship Experience
- 48. Questions?