INCLUDED - from Social Media Marketing World: Fast Track to Know Like Trust · The 3 Jobs of the Future & How to Prepare · Retail AI Read Shoppers’ Intent · Which Bot May Be for You? · What Should You Automate? · Snapchat Insights for Business Application · Educate to Entice Customers · Live Video Still Requires a Strategy · A Helpful Bot for Marketers · Should You Post or Tweet That? · How Social Gratitude Works · Bonus: Facebook Ads GuideRead More
Included: Houseclean Google Analytics · UX Mistakes Cost Millions · The Pi Star Catalogue · FastCase Paces Westlaw, Lexis · LegalTech? Be Relentless · SXSW Tackles E-Privacy · If Planes Can Be Tracked, So Can Cases · "Yes, and..." Practice from Improv Would Benefit Legal Practice · How's Your Customer Service Grade? · Video May Help Machines Learn Common Sense · Blockchain & Venture CapitalRead More
Included: Machine Learning is Regulable · Northern Trust & IBM to Disrupt PE Lawyers · The Only Thing Changing Faster than Tech? Consumer Expectation · Where Live Video/Marketing is Heading · Self-Esteem, the Ultimate Drug · SEC Rules re: Exhibit Hyperlinks & HTML · 5 Overlooked Principles Shaping Your Business' Destiny · The First $100m Client · Has the Grim Reaper Come for the Law Firms?Read More
Included: Tips for a Legal CMO from a Tech CMO · 10 Tools for Data Visualizing & Analysis for Business · Top 3 Characteristics of High-growth Law Firms · Why Storytelling is so Important · Help Your Community Find You · Clients Just Aren't That Into YouRead More
Included: Downside of Single Relationship Partners · Risk of Client Departure When Relationships are Few · Lawsuit Challenging PACER Fees Gets Class Cert. · A Business Development Challenge Reaps $3.5m · Ask: What Does Success Look Like to You? · GC: Bring NOTHING to Pitch, Come to Listen, Engage · Rankings? We Don't Care 'bout No Stinkin' Rankings! · GC: Give Us Relevant Info & Good AssociatesRead More
Included: WHY Analytics? Predictability · There's Only 1 Mistake in Legal Pricing · 40% Don't Know · If You Aren't Measuring ROI, What Are You Doing? · Has Your Firm Discovered the Value of Client Teams? · Clients are not Buying... · How to Win in the Age of Analytics · The Mismatch Between Marketing Spend and ReturnRead More
Included: AI shows off · Linkedin has conversion tracking · The FTC challenge for a cyber security solution for home IoT · This genius bar went to medical school · Un examen de las predicciones para la práctica digital y legal · 10 ideas for content · Will Snapchat's style survive the IPO?Read More
Included: Blockchain - impact for lawyers · Employees' right to disconnect after hours · No lawyers in the Kansas Senate · Chart of the Collaborative Economy · What Twitter does better · Future-proofing HRRead More
Included: Building the 21st century law firm · Where is your business on the digital spectrum? · Consumers optimistic about the IoT · Leverage courtroom skills for negotiation strategy · Kickstart the year with 5 sales tactics · New tech: 3-screen laptopRead More
Twitter Round-up: hackers make millions targeting merger firms · content structure for SEO · reference guide of social media tools for lawyers · your biggest critic is inside you · hierarchy can stifle collaboration · is your marketer prepared to buy and run IT?Read More
Included: Does your firm fit its business to clients'? · Learn more about clients with systems for data collections · DC bar ethics opinions (more of the same?) · What's Automation, and why should I use it in my law practice?Read More
Included: Convert leads into appointments · You can't be technologically incompetent and practice law · Phishing for lawyers · The technical bias of westlaw et al. · Privacy & law in the US, EU · Garner's app now on AndroidRead More
Generally each year, I attend three conferences: one related to legal marketing and business development; Social Media Marketing World (SMMW), the social media mega-conference; and Dallas Digital Summit (DDS). I've followed @annhandley for years on Twitter and heard her at SMMW, so it was great to see her in Dallas this past December. A point from her presentation is worth consideration by the legal world:
In the slide above, Handley shows that a business (law firm, corporation, entrepreneur, non-profit) must define:
1. CULTURE: Who are you?
2. STORY: Why you do what you do
3. EMPATHY: What are you like to deal with?
Ann also suggested considering:
- What is the knowledge gap you can offer your customer?
- Smart companies don’t follow trends. They lead them.
- What story can you tell with a depth & breadth that doesn’t otherwise exist?
When you sit down to answer Handley's three questions on Culture, Story, and Empathy, follow each one up with, "Is it the TRUTH?" Often, a founder's Mission Statement becomes lost down the road. When hiring is pressed to meet a present need, it's possible to neglect ensuring the new hire will be compatible with the objective mission -- espcially if the Mission or Value Proposition has not been effectively communicated from the leadership and across teams. Soon, the culture ideal, whether realized or only dreamed, fades. Also, while there may be answers on paper as to Culture, Story, and Empathy - leadership must instill the beliefs, related purposes, and underlying practices, throughout the firm's systems. If you fail to share the vision completely, people will come up with their own version.
Thoroughly sharing the vision of the firm over and over - with leadership, staff, clients, prospects - reminds everyone of the primary goal, and that they all have a role on the team. Without cohesive and well-communicated vision, dissent and confusion may arise and negatively impact productivity, efficiency, and...culture.
If you don't lead in telling your story...others will tell it for you.
Flip Cat Consulting works with law firms, practice groups, individual attorneys, and other professionals to design marketing and business development strategy. We work onsite or remotely, on specific projects or global change management. Contact us to arrange a free consultation.
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