Page 74 - The Handbook - Law Firm Networks
P. 74
Law Firm Networks – The Future of the Legal Profession
Marketing and Technology – Pushing Content
This section deals with the marketing and practical aspects of technology and how it can be used internally
and externally to push information with the objective of both awareness and engagement. Chapter 8 deals
with the theoretical aspects of technology and its applications to networks of the future. Publications and
guides are now online, and press releases are disseminated broadly.
Networks have experimented with having registered users and paid subscribers. The registered user method
is the best because it provides a number of specific individuals. The network must assure that the articles are
in fact well written and relevant to the readers.
The network should also not underestimate the power of search engines in distributing their publications
directly to clients and potential clients. Once indexed in Google, they will be available to anyone looking for
this type of content. If a network is a repository for all of the member’s content, Google will serve it up to
potential clients.
Marketing strategies for networks have shifted to include the latest technologies. This is for two primary
reasons. First, technology is more cost-effective in reaching individuals. The second reason is that the clients
use the same technology to promote their own business operations. Having a common platform is a great
way to reach clients.
While there is a separate chapter on technology, there are specific products that relate directly to marketing
and are referenced in this chapter. There are two types of changes that have taken place in the use of
technology. One is in traditional marketing tools, such as press releases, publications, business guides, etc.,
which are now online. Technology integrates what has traditionally been print media with online versions.
This is cross-media marketing.324 The second are the new social media technologies that greatly expand the
number of internal and external professionals who can become aware of a network.
Cross-media marketing also allows for the repackaging of materials. They can be repackaged in podcasts,
webinars, and blogs.326 The information can be further repackaged and disseminated through Twitter,
LinkedIn, Facebook, YouTube, and other social media networks. Collecting information to use can easily
and cost-effectively be done on such sites as Wufoo,327 SurveyMonkey,328 Zoomerang,329 and Meebo,330 to
name only a few.
Technology developments have made the cost of delivering information by networks almost free. The
challenge in finding an audience is focusing these types of marketing efforts to address both the internal
market and the external presence to achieve the objectives that the network has set out.
324 Cross Media, WIKIPEDIA, en.wikipedia.org/wiki/Crossmedia (last visited Feb. 5, 2016): “Cross-media communication is communication in which
the storyline will invite the receiver to cross-over from one medium to the next. Making it possible to transform from one-dimensional communication
(sender -> receiver(s)) to multi-dimensional communication (sender(s) <-> receiver(s)). Good cross-media communication will enhance the value of
communication: The level and depth of (message) involvement will be more personal and therefore more relevant and powerful. Advantages can be:
1. Financial profits can be gained through equal or decreasing costs for the same or better communication effects with single medium communication.
It is possible to shift costs for communicating from the sender to the receiver if the story is attractive enough for the receiver to want to interact with
it. 2. Deepening relations between story (teller) and "receivers" on several levels of communication.”
326 See infra Chapter 7, Regulations and Other Legal Considerations for Networks.
327 Wufoo is a way to collect and collate information on the web. WUFOO, www.wufoo.com/ (last visited Feb. 5, 2016).
328 SurveyMonkey provides survey tools that are user friendly. SURVEYMONKEY, www.surveymonkey.com (last visited Feb. 5, 2016).
329 Zoomerang is also an online survey site. ZOOMERANG, www.zoomerang.com (last visited Feb. 5, 2016).
330 Meeboo is a site that allows member to use all forms of chat from a single location. This is useful in providing member services. MEEBOO,
www.meeboo.com (last visited Feb. 5, 2016).
63
Marketing and Technology – Pushing Content
This section deals with the marketing and practical aspects of technology and how it can be used internally
and externally to push information with the objective of both awareness and engagement. Chapter 8 deals
with the theoretical aspects of technology and its applications to networks of the future. Publications and
guides are now online, and press releases are disseminated broadly.
Networks have experimented with having registered users and paid subscribers. The registered user method
is the best because it provides a number of specific individuals. The network must assure that the articles are
in fact well written and relevant to the readers.
The network should also not underestimate the power of search engines in distributing their publications
directly to clients and potential clients. Once indexed in Google, they will be available to anyone looking for
this type of content. If a network is a repository for all of the member’s content, Google will serve it up to
potential clients.
Marketing strategies for networks have shifted to include the latest technologies. This is for two primary
reasons. First, technology is more cost-effective in reaching individuals. The second reason is that the clients
use the same technology to promote their own business operations. Having a common platform is a great
way to reach clients.
While there is a separate chapter on technology, there are specific products that relate directly to marketing
and are referenced in this chapter. There are two types of changes that have taken place in the use of
technology. One is in traditional marketing tools, such as press releases, publications, business guides, etc.,
which are now online. Technology integrates what has traditionally been print media with online versions.
This is cross-media marketing.324 The second are the new social media technologies that greatly expand the
number of internal and external professionals who can become aware of a network.
Cross-media marketing also allows for the repackaging of materials. They can be repackaged in podcasts,
webinars, and blogs.326 The information can be further repackaged and disseminated through Twitter,
LinkedIn, Facebook, YouTube, and other social media networks. Collecting information to use can easily
and cost-effectively be done on such sites as Wufoo,327 SurveyMonkey,328 Zoomerang,329 and Meebo,330 to
name only a few.
Technology developments have made the cost of delivering information by networks almost free. The
challenge in finding an audience is focusing these types of marketing efforts to address both the internal
market and the external presence to achieve the objectives that the network has set out.
324 Cross Media, WIKIPEDIA, en.wikipedia.org/wiki/Crossmedia (last visited Feb. 5, 2016): “Cross-media communication is communication in which
the storyline will invite the receiver to cross-over from one medium to the next. Making it possible to transform from one-dimensional communication
(sender -> receiver(s)) to multi-dimensional communication (sender(s) <-> receiver(s)). Good cross-media communication will enhance the value of
communication: The level and depth of (message) involvement will be more personal and therefore more relevant and powerful. Advantages can be:
1. Financial profits can be gained through equal or decreasing costs for the same or better communication effects with single medium communication.
It is possible to shift costs for communicating from the sender to the receiver if the story is attractive enough for the receiver to want to interact with
it. 2. Deepening relations between story (teller) and "receivers" on several levels of communication.”
326 See infra Chapter 7, Regulations and Other Legal Considerations for Networks.
327 Wufoo is a way to collect and collate information on the web. WUFOO, www.wufoo.com/ (last visited Feb. 5, 2016).
328 SurveyMonkey provides survey tools that are user friendly. SURVEYMONKEY, www.surveymonkey.com (last visited Feb. 5, 2016).
329 Zoomerang is also an online survey site. ZOOMERANG, www.zoomerang.com (last visited Feb. 5, 2016).
330 Meeboo is a site that allows member to use all forms of chat from a single location. This is useful in providing member services. MEEBOO,
www.meeboo.com (last visited Feb. 5, 2016).
63
