I just battled stores, rain and disinterested people to drop off my Girl Scout Troop’s contributions to an Adopt-a-Family program. My parking space got snagged. My hair is frizzing from the rain. I broke a nail. And, apparently, I have not consumed enough caffeine.
Time to get back into the spirit with my favorite Christmas tune:
[youtube=http://www.youtube.com/watch?v=gbbdPuqpU10]
I’m speaking on a webinar next month with Ed Poll and Kevin O’Keefe. I’ll have more details on that once everything is finalized. The topic of social networking and advertising came up, and it got me thinking. Social media isn’t advertising, per se, but it is migrating into an umbrella term for everything we do on the social web. Sort of like how “legal marketing” is an umbrella term for everything we do, including MarComm, business development, PR, the dreaded holiday cards (by the way, shout out to Pillsbury for being one of the only firms to successfully implement an e-card). Social media is built around individuals. It is about connecting, publicizing, networking, advertising, branding, business development, education. It is done on different platforms, and those platforms can be used for a multitude of purposes. For instance, I can connect on Twitter. I can also publicize my blog, build my brand, advertise an upcoming event, broadcast news, ask for assistance, etc. Sometimes I’m connecting personally. Sometimes professionally. Sometimes I want to have a say in the conversation. And sometimes I just need to vent to the universe. Social media and social networking are not static, nor do they maintain a singleness of purpose. It has been bandied about that in the Internet-age there is no longer privacy. We share openly (sometimes too openly) on Facebook, LinkedIn, Twitter, Flickr, etc. Everything we do has the potential to be broadcasted to the world. Literally. No matter what your privacy settings are set at, you are part of this new world, whether you like it or not (Facebook photo-tagging, for instance). If you think about this way, everything we do is an advertisement of ourselves. We no longer have the luxury of separate “personal,” “professional” and “social” personas. They have all morphed into one person. At the school holiday program today, I chatted legal marketing with one parent; updated another on the adopt-a-family program I’m organizing with Girl Scouts; one mother asked to be introduced to the sports dude because she recognized him from my Facebook page; and the sports dude recognized a fraternity brother from college who was sitting in front of us. What I do online, at my kids’ school, in the Girl Scout meetings, at work, in my personal life are all now connected. By listening to those in my social network, I am seeing that my “brand” is that of an engaged, active mom and career woman who still makes time to have fun (seeing both Billy Idol and X this week!). There’s no more compartmentalizing me. I am a living, breathing, walking advertisement of what I do and who I am. So, while social media and social networking are not “advertising” per se, I’m starting to think of it as product placement. I am a product placement in my own life. What this means, to me, is that I have to protect my brand in all areas of my life. I cannot act up in one world, and not see the reverberations in another. People will make judgments of me based on what I post on my blog, on Twitter or my personal Facebook Wall (or, your Wall since Facebook is now posting those on MY Wall too #fail). Is this a good thing or a bad thing? I’m certain that only time will tell. People will get burned and learn the hard way. Others will master and succeed. Others will be clueless and just “wonder why”? Personally, I’m embracing this. I am finding benefits. I am also aware of the pitfalls. But, most of all, what I have found is that social media/networking is creating a more natural and authentic me. I am transparent, and I have very little to hide, and even fewer places to hide them.
I saw a great movie over the weekend, The King’s Speech. Don’t worry, this isn’t a movie review. You can read some of those here. The movie recounts the true story of King George VI (Elizabeth II’s father) — who suffered from a debilitating stutter — and his speech therapist, Lionel Logue, on the eve of World War II. There’s a repeated line/theme through the movie: For the relationship between the King and Mr. Logue, a commoner, to work, they must have a trusted relationship as equals.
Part of Lionel’s technique was ‘I’m treating you, the man, not you the King’ and he insisted on that level of equality,” explains [Geoffrey] Rush [who portrays Lionel Logue]. “A lot of the therapy was getting the Duke of York and, subsequently as he became, George VI to drop that royal mask and find out who he was as a person.” “What will I call you?” “Your Royal Highness, then ‘sir’ after that.” “How about ‘Bertie?'” “Only my family uses that.” “In here it’s better if we’re equals.” “If we were equals, I wouldn’t be here. I’d be at home with my wife and no one would give a damn.”
I get this. So much of the time, the resistance between legal marketer and lawyer has to do with the disparity of our roles:
But, it is true. For the relationship between us to work, there has to be a sense of equality between our roles. We are not adversaries. When I am coaching an attorney, editing a blog post, disagreeing on a position, promoting a contrary one, there has to be a level of trust between us for this whole thing to be successful. It starts with building that initial trust through little things. It continues through our professionalism, and treating one another with respect. It comes with our personal integrity – doing what we say we will do; meeting our commitments to one another. And it is ALWAYS a two-way street. As Bertie and Lionel were able to find a common ground between them to achieve their goal — providing the King his voice, which inspired the people during World War II — so must we. Photo courtesy of The King’s Speech.
This post has nothing to do with legal marketing, law firms, lawyers, Facebook, social media or anything else that might be considered “professional.” This post has to do with that which is outside our offices. This post has to do with that which is outside ourselves. Tis the season, I am reminded every time a commercial comes on, whatever your season might be. For anyone reading this, you most likely have a job, and you definitely have access to a computer and the Internet. You are, in my definition, blessed. If you’re like me, you are counting down the shopping days until Christmas, or getting ready to light the candles and open some gifts later this evening. If you’re like me, you are planning your menus for holiday dinners, and what you’ll serve to ring in the New Year, or munch on for those Bowl games. Let’s not forget, however, it’s not like that for everyone. Just take a look outside yourself. Listen to the conversations about you. There is panic and fear in the air.
So, do something. Do some good this weekend.
I truly hope that this “season of giving” means more to you than just scoring the latest DSi or Wii Game (both of which will be under our tree). My children and family will not go without this year … and we’ll definitely do our best to share our blessings with others. It’s really up to you what you do. The above list is just what we do. If you have a favorite holiday charity or program that you contribute to, please share with us in the comments below. I wish all of you a happy and healthy holiday season. Photo courtesy of World Vision.
Okay, I’ll admit it. I’ve got “end-of-year” fever. It’s similar to summer fever, vacation fever, and all the other fevers out there. My thoughts are elsewhere, and not really focused on marketing and business development. But wait … there’s still a whole month left before we ring in the New Year (okay, three weeks until the kids get out of school and it’s all about Christmas). So, what can we do?? It’s too late to set up a business trip to go visit clients. Holiday parties are kicking off … You can send a gift. Maybe sign a card. You can write that marketing plan you’ve always sworn you’d write and live by. Okay, stop laughing … we know you’re more interested in what Cyber-Monday has to offer. How’s this: REVIEW YOUR YEAR!
Marketing and business development isn’t always about what’s on the horizon. It’s also about reflecting on what you did right, what you did wrong, and what you’ll do differently next time. It’s about defining your objectives, and measuring your results against those objectives. It’s about realigning our efforts, and changing direction mid-stream, if need be. So, grab a cup of coffee, turn on some holiday tunes, and reflect on your year. List your accomplishments. And, maybe, lay out some goals and objectives for next year.
It’s that time of year. Should we send a traditional holiday card? Or an electronic card? What type of gift should we give? Should we do a donation to our favorites charity and let our clients know we did it for “them”? From all accounts, clients hire lawyers, not law firms. Yeah, I know the big consultants selling branding and advertising campaigns are telling you different, but I have yet to hear a general counsel say they wouldn’t walk with their lawyer (I’m not inferring that clients do not interview law firms. They do. They just hire the lawyer). So, this post is to all the lawyers (and consultants) out there. I’m talking about YOUR clients: SIGN THE DAMN CARD. And, while you’re at it, PULL OUT YOUR CREDIT CARD AND SEND A GIFT. If the firm wants to make a donation, fine. But this is YOUR client. Recognize them. I know the economy sucks right now, but, let’s face it, most everyone reading this post is doing okay. Big-law partners will still make in the high 6-figures to over a million dollars this year. Please explain to me why you cannot afford to send a nice basket, iPod or other chotchkie to your best clients and referral sources who directed hundreds of thousands, if not MILLIONS, of dollars in revenue to your firm (and to your personal bottom line)? And what’s with not signing the card? Or having your secretary or the receptionist do it for you? I’m not sure which is worse. Come on, nothing says “I care” and “thank you” as much as a generic card with a random scribble on it. PERSONALIZE it. Take a couple hours and write a little note in each one. It can be the same note, card after card … unless they work together. Then you have to have a second message. Here’s my #1 suggestion during the holidays. Buy a case of really nice wine. Buy some really nice wine bags. Call your best clients and referral sources. Take each one out to a nice lunch. Give them the wine. Ask how their year was … and LISTEN. 80/20 here. Listen 80% of the time. Talk 20%. And, if you’re going to send a donation on behalf of your client, call your client and ask which charity they would like you to support. It is about them, after all, and not the tax deduction … right??
Does your firm blog? Does Google know it?? I’ve been traveling and pretty busy, as many of you know, and I’m catching up on different posts and what’s happening in the industry. Now that Mad Men is over for the season, I need to find my inspiration elsewhere. Guest blogger Jon Ivanco‘s post, Dear Law Firms: Stop Hiding Your Blogs, caught my eye over on Adrian Dayton‘s blog, Marketing Strategy and the Law – Social Media Edition.
Last week I was tasked with creating a list of all the blogs that were run by AmLaw firms numbered 101-200. I visited every firm’s website one by one to see what blogs they were currently publishing to the public. This was a nightmare. Blogging by and large is not prominently displayed on the vast majority of their websites. The concept behind creating content for people to read and gain knowledge relies on their ability to find it. Content should be easily accessible when navigating these websites. It does not strike me as being too difficult to accomplish this; every website had a newsletter or publications tab, yet only about one third of the sites had a direct link to their blog(s).
A lot of firms are still hiding their blogs, if they have them. I don’t understand the reasoning behind this, but if you write it, don’t you want them to read it?? It’s like making the office locations part of a treasure hunt. I know you want your firm’s website to be cool and all original, but why hide the office locations?? I don’t get it. My firm doesn’t make the AmLaw 200, or the NLJ 250 … but did we pass the test?? The Google Test?? Do this:
If not, you need to fix your website. As for my firm … we passed with flying colors! Phew.
I’ve had a busy week. My firm is sponsoring a conference in Chicago on Tuesday. We’re doing an intimate, private client seminar, followed by the Bulls game on Monday night. I’ve had to take care of A LOT of details, big and small.
What I have come to realize this week is that we’re all in this together as a firm. We all have a common goal: A successful week in Chicago.
While I have the opportunity to coordinate and make things look pretty, I don’t have the ability to do other things. We all have a role. I have called on the resources of many different departments and teams to get the job done.
I’m looking forward to a successful (and busy) few days in Chicago. I feel confident that I have done my job to the best of my ability. I feel confident that we will be successful.
[youtube=http://www.youtube.com/watch?v=NDHYZtwjFTs]
I am, however, beating myself up over things I have no control over. And that’s my problem. I want 100% control over EVERYTHING so that the success or failure rests solely on my shoulders. I am weary of handing things over to others to do … what if they don’t do their part?? How will that make ME look??
After every event, I ask myself: What went right? What went wrong?? What would I do differently next time???
My event hasn’t even taken place, yet I am so focused on “what went wrong,” and not “what went right.”
That’s my ego talking, and no one will be served well by that. My role up until now has been to manage, coordinate, drive, push, cajole, package, distribute. I’ll move my way to cheerleader, therapist, go-to person for whatever needs to get done on the day of the event. I’ll then become the measurer of the event’s success.
The success of the next few days will be driven by many factors. The main one being: new client relationships. There’s also raising us to “top of mind” with our current clients. We will then plan how we can drive these new/enhanced relationships into successful business development opportunities. Well, we got our first new matter last week, and I’m counting that in my win column.
Okay, it’s time to stop bitching and check my ego at the door. I’ve got last minute details to attend to, and I’m really not sure what the “real” time it is where I’m at (lol), or where the closest Starbucks is located.
(And, yes, I did link a High School Musical video. Try and get THAT song out of your head!)
For everyone out there wondering when the ABA would have an opinion on social media and social networking the answer appears to be “soon.” The ABA has a really cool commission with a really long name, ABA Commission on Ethics 20/20 Working Group on the Implications of New Technologies who have come out with an Issues Paper Concerning Lawyers’ Use of Internet Based Client Development Tools. I’m not a lawyer, and I don’t even pretend to play one in the office, so I have to turn any legal opinions over to to my friends and colleagues with JDs after their names. 
I am, however, on the front line when it comes to “hey, can we do that” in my office. I’m also looked to for answers within the legal marketing community. In the coming days and weeks, I will be looking to people like Jayne Navarre, Larry Bodine, Bob Ambrogi, Kevin O’Keefe and Conrad Saam (to name just a few … the list will get longer, I assure you) to help me formulate my personal thoughts and opinions on the subject. My knee jerk reaction is “NO WAY, we already have federal and state regulations that regulate business and professional conduct,” and “Don’t tread on my First Amendment rights.”
States already have laws in place for “truth-in-advertising,” for ALL businesses. In California, businesses are governed under Business and Professions Code at §17200 and §17500. Federally, the Lanham Act (15 U.S.C. 1125), which is generally enforced by the Federal Trade Commission (FTC) can, and should, cover law firms.
But, then I have to remember that I’m working with lawyers. Let’s face it. Lawyers really like structure. They like rules. They like their i’s dotted and their t’s crossed. They like to point to things, such as the ABA and their personal state’s bar association, to confirm and approve whether or not they can or cannot do or say something. According to the ABA’s Issues Paper, the panel is looking at four main areas of online client development:
I’m not ready to scream “Big Brother,” yet, but I am concerned that the ABA will overly regulate the PRACTICES, INTEGRATION and ADOPTION of social media and social networking to the extent that personal speech, along with the ability to generate new business or advertise your current practice, in the social web will be jeopardized. You can join the discussion on the CMO Forum Group on LinkedIn (join the group and you’ll be approved) and/or follow on Twitter at #ABARegs. (UPDATED) In the meantime, what say you, Coolerites??
I was recently zipping through my Google Reader and came across an interesting article recapping a guru’s recent presentation (is that general enough??). The guru was pontificating on what the guru pontificates on, and I thought to myself “bullshit.” Before taking the opinion of a guru as gospel, I urge you to look behind the curtain. Who’s standing there?? Is it the “entrepreneur who has incredible ideas and has put them into action” guru. Or is it the “can’t play well in the sandbox so they started their own business” guru. And, my personal favorite, the “been fired from their last three jobs and no one will hire them” guru. Each of these gurus is selling some sort of a product, which may or may not include him or her. And the product may or may not have value and application to your business problem. But none of that really matters. The guru has a brand that they have to get you to buy into, even at the expense of other “truths.” When I hear a “there’s only one way, my way” message, that’s when I have to call “bullshit.” Before taking the word of a guru, do your due diligence. Are others repeating the same or similar messages?? Does an equally gifted guru have a altogether different message that they are promoting? Don’t let a really nifty PowerPoint presentation or reputation blind you to what may or may not be the whole truth. Listen to that gut feeling, your intuition. If it’s screaming “bullshit,” most likely it is.