2018 Winners – Technology Management: Applications and Innovative Use of Technology
Orrick's GDPR Global Marketing Campaign
Summary: Orrick wanted to create an innovative market solution to make Europe’s new privacy law accessible. Its GDPR Global Marketing Campaign had three goals: (1) raise Orrick’s EU profile as the go-to firm for data privacy; (2) increase lawyer engagement with their clients and contacts; and, (3) win new client retentions using the GDPR Tool as a value add. The firm sought to demonstrate the value of marketing campaigns, over random acts of marketing, and create a blueprint and inspiration for future campaigns.
Orrick created a global marketing campaign based on innovation involving collaboration between eight departments. The opportunity spotting, strategy and implementation were led, created and managed by marketing. The lawyers created the content and with sales conducted client outreach. KM led the tool creation, with collaboration from tech; communications led media engagement and branding; digital media led online engagement activities; and region marketing led local activities. On September 6, 2017, Orrick began its choreographed rollout. At 9 a.m. EST, its web pages went up, its internal announcement was sent and the firm began media outreach. At 10 a.m. EST, the firm sent its news alert and blog post and began its social media campaign. The firm followed the sun around the globe, and on September 7, started its regional campaign in Asia and then its EU targeted efforts. Since launch, Orrick has continued its efforts, including region marketing, contact outreach, media, social media, thought leadership, pitches, internal marketing and mini campaigns.
Based on the goals Orrick set and shared with management, at the three-month review, the team had exceeded expectations.
- Media: 14 placements, including the Wall Street Journal, Asia Business Law Journal and The American Lawyer
- Orrick.com GDPR Web traffic: 5200 unique visits; top visited practice
- Social media referrals: LinkedIn 939, Twitter 508
- Contact outreach: 320-plus outreaches, 17 offices, 13 practices, three continents, 75 revenue generators
- GDPR tool interviews: 100-plus users in 16 countries on three continents
- Revenue generation: New engagements as a direct result of campaign
Orrick immediately knew it had succeeded in demonstrating the value of innovation and campaigns when partners around the firm inquired. “Our team has turned to Orrick’s tool several times as a resource. They clearly spent a lot of time understanding the impact GDPR will have on their firm and their clients and have stepped forward as an expert on the topic. Automating a personal compliance tool is a tremendous resource," said Liz Cerasuolo, director of communications at Fish.
K&L Gates LLP
HUB Podcast Center
Summary: Driven by dedication to clients and the success of a new K&L Gates microsite, HUB, the firm launched a podcast center in 2017 to expand and enhance the way it shares thought leadership. The firm's initial goal was to use a popular, portable medium to provide a faster, more convenient way to consume the firm's content. K&L Gates also leveraged the podcasts to gather client feedback, which helped to shape future episodes. Ultimately, the firm improved client relationships as its podcasts stimulated dialogue and forged new connections.
K&L Gates' HUB Podcast Center was designed to expand the reach of the HUB microsite by providing clients with relevant content that is easy to access on-demand. K&L Gates' lawyers record and narrate the podcasts, and listeners can download them directly from HUB or subscribe via apps like Google Play or iTunes. K&L Gates produces podcasts with clients in mind, focusing on critical issues at the intersection of business and law. The firm's flagship series, HUB Talks, hosts stand-alone episodes as well as programs such as Triage, Working Wise, Arbitration World and an upcoming insurance coverage series. Triage: Rapid Legal Lessons for Busy Health Care Professionals is an extremely successful weekly podcast geared toward the health care sector. To help streamline podcast production, the firm created a step-by-step guide for operating the recording software, identifying new ideas for episodes, maintaining an editorial calendar and distributing the final piece. A final checklist guides the implementation of each podcast.
Since its first pilot with a small group of lawyers, the HUB Podcast Center has gained significant traction and is generating promising results:
- Grown to feature nearly 50 episodes on a variety of topics
- Accumulated 3,500 direct podcast downloads
- Increased downloads 228 percent from August to November, 2017
- Garnered international exposure (32 percent of downloads from outside the United States)
Part of what drives these results is the extended shelf life of the podcasts. Many episodes continue to draw an audience, and downloads, long after they’re published. In November, more than 78 percent of downloaded podcasts had been released in prior months. The monthly average is about 50 percent. Perhaps the most encouraging result has been improved relationships with clients. Hearing valuable information in a lawyer’s own voice instills trust and encourages dialogue. The Triage team, in particular, capitalizes on this connection by surveying listeners for feedback, and using it to shape future episodes.
Great Jakes Marketing Company
Great Jakes – The Dynamic Sidebar Module
Summary: High-engagement websites like NYTimes.com and McKinsey.com share a common feature: They offer visitors “suggested content.” As soon as a reader finishes one article, they are teased to others. This keeps visitors engaged. Great Jakes Marketing Company felt that law firm websites should work the same way. So the group built the Dynamic Sidebar Module. The goal was simple: Give clients complete control over sidebar content teasers so they can effectively cross-promote any type of content across all pages of their website.
The Dynamic Sidebar Module is the antidote to old-fashioned, rigid, hard-coded website content. Today’s marketers expect CMS tools to offer much more flexibility and control — so Great Jakes Marketing Company gave it to them. This module is designed to tease content from the unused area in the right margin of each page. With just a few clicks in the CMS, you can add an unlimited number of sidebar widgets that display content like photos, videos, pull-quotes, calls-to-action and various types of “suggested content.” Additionally, the content displayed can be administered manually or set to work automatically. When “auto” is selected, a proprietary algorithm finds relevant content to tease, based on the subject of the page. For example, on a page about M&A, the algorithm would populate the sidebar with “suggested content” related to M&A (e.g., upcoming events, news, case studies, articles or blog posts). See a video demo of the Dynamic Sidebar Module here: https://www.greatjakes.com/dynamic-sidebar-demo/.
Websites with the Dynamic Sidebar Module get the following benefits:
- No dead ends – When a visitor is finished reading an article or blog post, they are offered other related content to keep them engaged.
- Greater control – The Dynamic Sidebar tool provides tremendous control over website content. Furthermore, the tools are quick-and-easy to use.
- Fresh content – The Dynamic Sidebar can be set to automatically promote your newest content. So your website always appears up-to-date (with a minimum of effort).
- Visibility for the best content – Websites with the Dynamic Sidebar Module are built for content promotion, so your best content never gets lost in the “Publications” section or the “Multimedia” module.
- More engagement – Boring, gray, text-heavy pages are remedied by adding graphical sidebar content. It takes just seconds to add teasers that will engage visitors.
Bradley, contactease and clientsFirst consulting
Summary: With an expanded footprint and increased practice offerings, Bradley knew it needed to revisit its marketing processes. The first priority was to select a CRM — one that could grow with the firm and was easy to use. Next, the firm established its initial goals to improve data quality and relationship intelligence by enabling attorneys to easily identify “who knows whom" and reach out to colleagues directly rather than circulate burdensome and redundant emails.
With two implementations under its belt, Bradley learned from its mistakes. Branding the CRM system as Bradley Connect tied it to the firm’s recent and successful rebrand. Identifying stakeholders and tech partners to guide the firm and champion the CRM’s value enabled the implementation team to achieve buy-in from the start, which was something prior implementations lacked. Providing individualized, deskside training enabled the team to appeal to various learning styles and generational preferences (creating additional buy-in). Utilizing the technology to automate internal email campaigns and manage attendee lists for training also helped show value. With the rollout complete in two offices and almost 500 users trained in less than six months, the firm is seeing increased usage among attorneys and staff who are tagging contacts by contact type and adding them to mailing and event lists. More importantly, they are using the CRM to mine relationship data and better understand these relationships.
The implementation was a tremendous effort on behalf of the firm’s teams. Attorneys and staff had little faith in prior systems because contacts could not be globally updated and relationships couldn’t be identified or segmented, resulting in redundant emails asking “who knows whom” and an inability to track open and bounceback rates. Looking past the implementation process, it was important that users understood the firm’s goals for the system. It was also important to staff the firm properly, starting with the marketing technology team led by Jacqueline Madarang and Bradley partner, Justin McDonald. Users can now see “who knows whom” and other relationships a client may touch. They can add contacts to mailings and are seeing the results of this relationship intelligence – a significant culture shift at the firm. Attorneys once hesitant to share contacts are now doing so. Of the almost 500 users trained, the few not participating are due only to scheduling and not resistance.