#1nwebinar – inspiration & innovation
DESCRIPTION
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.TRANSCRIPT
15 May 2013
Inspiration & Innovation
Webinar
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
“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
>$1B in sales on only $18M in advertising
75% of revenue from repeat customers
User experience – An example
How Can You Use Your Website to Grow Relationships?
Start Conversations Deliver Genuine Value
Make it Easy Move & Engage
START CONVERSATIONS
“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
"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
DELIVER GENUINE VALUE
“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
MAKE IT EASY
“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
Type-Ahead Search Features
Filter Results
Social-Media Style trending topics
User-Driven “Topics”
www.geckoboard.com
MOVE AND ENGAGE
“…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
Bianchicafecycles.com
Bianchicafecycles.comrei
The Relationship Experience The Relationship Experience
Questions?