Register for the camp and you’ll gain access to 18 live panel conversations and six live podcast recordings this July and August.
ANSWERING LEGAL PRESENTS: Law Firm Summer Reboot Camp
Come join us at our 3rd annual Law Firm Summer Reboot camp! This year’s camp, which remains completely virtual, is expanding to two weeks. We’ll be hosting panels from July 23rd thru July 26th, then again from August 13th thru August 16th.
By signing up for our camp, attendees will gain access to 18 live panel conversations and six live podcast recordings, in which they’ll receive expert advice on reinventing their practice for the final stretch of 2024 and beyond.
This year’s camp will cover a wide variety of different topics!
July 23rd and August 13th will feature legal tech discussions.
July 24th and August 14th will feature legal marketing discussions.
July 25th and August 15th will feature law office management discussions.
July 26th and August 16th will focus on a variety of different topics, with special guest hosts.
All camp attendees will get to follow our live conversations virtually, and can submit questions for guest panelists via chat. Once registered, you’ll receive email reminders of when camp conversations are set to begin.
As the weather heats up, we’ll be gradually announcing the special guests who will be joining us virtually at summer bootcamp.
Thank you, David Ackert and Kevin Martin, for this opportunity to reflect on our amazing Legal Marketing Association – LMA International community and on 2023…
In this episode of The Market Leaders Podcast, join host David Ackert and special guest Roy Sexton, Director of Marketing at Clark Hill Law, for a conversation that looks back at the industry trends that defined 2023, Roy’s tenure as the President of the Legal Marketing Association, and where the legal marketing industry is heading in 2024 and beyond.
Tune in to hear about:
•Building community and collaboration in and after the pandemic
•Reflections on organizational impact and personal growth
•Exploring unique expression and authenticity in relationships
•Managing challenges and building unity in a diverse community
•The importance of data and accountability in organizational management
Finally got a chance to listen! (Yes, I know I should be asleep … but I’m still wired from seeing fab musical film Mean Girls tonight!) Thank you, David and Kevin for this therapeutic gift. Means a lot to have this kind of reflective moment and to share it broadly. My mom and I were dissectors after the fact (plays, movies, events … card games 😅), so this dialogue had a comforting, yes, healing familiarity. So thank you.
Thank you also to those who had an important impact on me this past year and beyond. I didn’t get to mention everybody I might have wished but these beautiful folks all get shout outs during the show.
Love you, all: Brenda Plowman , Maggie T. Watkins , Despina Kartson , Jill Huse , Deborah Brightman Farone , Jennifer Manton , Kevin Iredell , John Byrne , Ashley Stenger , Alycia Sutor , Susie Sexton , Don Sexton , John Mola , Nancy Myrland , Gail Lamarche , Heather Morse , Lindsay Griffiths , Laura (Toledo) Gutierrez , Gina Furia Rubel , Renee Branson, MA, CReC, CFT , Lisa M. Kamen, CAE , Athena Dion , Mosaic Youth Theatre of Detroit , Ronald McDonald House Charities Ann Arbor , Clark Hill. 💕
From Answering Legal: Heather Morse, Nancy Myrland, Roy Sexton and host Nick Werker gather for an hour-long discussion on the current state of the legal marketing world.
During this conversation we review some of the more interesting legal marketing developments that have taken place this year, and offer tips on how law firms can be more successful with their marketing efforts in 2024.
Click here to access Answering Legal’s year-end educational offerings.
Thank you, Wabash College (and Karen Linn Handley!), for this lovely shout out to my mom Susie Sexton in the latest alumni magazine. She and my father Don Sexton loved Wabash and the positive and profound impact attending and, later, working there had upon me.
I still remember vividly the day they dropped me off for freshman year, her standing in front of Sparks Hall (right after a shutter on the stately building crashed off its hinges to the ground) exclaiming with pride, “Go and have fun! Enjoy this!” That exhortation may have been an immediate response to me tearfully asking them to take me back home. As I understand, my mom herself cried during the entire car ride back to Columbia City when they left me that day, but I never got one hint of her own anxiety about setting me on my path. To be honest, I was even a bit shocked that she seemed so ready to get rid of me! 
My mom had an incredible superpower to be the eye of a hurricane in the truly important moments and to exemplify bravery when others were caving around her. That takes an incredible energy, selflessness, and love – it also takes a toll on the person who sets that intrepid tone day after day, year after year. The older I get the more I realize what a high wire act that can be. I will always be grateful for that quality my mother had and how I benefited from it.
I’m glad this particular issue’s theme is “gratitude” as that is what I’m feeling right now.
Please check out Editor Kim Johnson’s excellent foreword – she nails with candor and warmth and wit the anxiety we all are feeling these days and how moments of pause and of appreciation can re-center us.
Part 2 …
My grandma Edna Duncan had an inimitable way of decorating for the holidays. If I were to give her style a descriptor, I’d call it “how to avoid putting up a tree while still seeming festive for the grandkids by utilizing one’s fireplace, some tinsel and garland, and assorted marginally Christmas-related items.” There was a nurse doll (still scratching my head about that one), a handful of glass ornaments, some mid-century flocked reindeer, a half-drained snow globe or two, and THIS little item. (Well, not THIS very one pictured, but you get the idea.)
I’m guessing some liquor vendor gave this novelty promo item to my novelty-promo-item-loving grandpa Roy Duncan (this apple doesn’t fall very far from THAT tree) when he ran #ColumbiaCity’s “Blue Bell” (Wrangler Jeans) factory. I’m not sure how/if it survived years of inquisitive grandkids (myself included) pushing the lid down off sequence, shoving fingers in the automaton pups’ mouths, and plugging and unplugging and plugging it back in. I also don’t know where the original ended up, but I decided late one night the other week to see if I could find a replacement on eBay.
Lo and behold, my insomnia-fueled nite owl online shopping adventures struck gold. And $150 later (Merry Christmas to ME!), this very cute and, yes, incredibly annoying piece has been added to our own eclectic decor. Let the holiday traditions live on!
Now, when and if I start gifting bottles of Old Spice cologne with checks lovingly affixed (not to mention wearing little straw hats), you’ll know my transformation into Edna Duncan is complete!
Yoda does NOT look amused. 🤣
Part 3 …
I am truly lucky to have a wonderful friend with whom I also happen to work. I’ve known Megan McKeon maybe about 10 years now? But we first actually collaborated in 2015 on a Legal Marketing Association – LMA International annual conference quick start panel. Fellow panelists Heather Morse-Geller and Gina Furia Rubel said, “We gotta get Megan to join us!” They were absolutely right. Few people are as devoted, as hard-working, as caring as Megan.
Flash forward a few years later, and Megan introduced me to Clark Hill. Heather told me that I MUST take the job – as she saw it as the right next step for me. Don’t tell Heather I said this, but she’s darn right 99% of the time! 😉
This legal marketing community blesses us with guardian angels at every turn, and three years ago when I received the distinct privilege to work with Megan my life improved for the better. I’ve never worked harder in my life, been challenged to be a better professional, or had someone so consistently in my corner as I have had with Megan, and our wonderful boss Susan Ahern, and our incredible colleagues.
Why am I telling you all this? Well, it’s late. And I’m in a reflective mood. And this magical surprise (pictured above) appeared on our front doorstep. Admittedly, one can argue it’s a year early as I will be president elect of the international association next year and president the following. Nonetheless, when my husband opened this, thinking he was going to find new floor mats for his Jeep 😅, we both squealed with delight. Of course, being me, I couldn’t get this on our movie poster wall fast enough.
(NOTE: I added the word “elect” to the image in the hopes of avoiding controversy! 😅)
This gift puts such a big smile on my face after one hell of a year. Everyone knows I love movies obsessively, but Megan has a distinct giftgiving prowess and somehow she found somebody who could turn me into my own movie poster. The tagline is hysterical: “Only the marketing is legal.” 🤣
Fun fact, Megan took this picture of me – and it is one of my favorites. We were in Chicago, on a sidewalk patio, shortly after I had started with the firm (halfway between a couple of my quarterly nervous breakdowns 😂), waiting for Ray Koenig and Susan to join us for drinks. Little did that naive Roy know what incredible adventures were ahead. But I’m looking at this poster, reflecting on the past year, the past three years, the past 10 years, incredibly grateful for what our legal marketing community has given all of us and for this friendship with dear Megan. Love you, Megan.
I hope everyone rings in 2022 with love in their hearts and an appreciation for what makes us each uniquely perfect in our own beautifully fallible ways. My holiday prayer.
Dear friend Beth Kennedy always slays (sleighs?) with her clever handmade birthday cards. We have glitter EVERYWHERE. And we LOVE it. Fun fact: she’s also statistically the most prolific commenter on this blog – after my mom! I reach tens of people with each post! 🤣Hudson and I are modeling “The Comfy” – in essence a ginormous velour sweatshirt billed as a “wearable blanket.” It’s an apt description 😍🥰❤️. A Christmas gift from my adorable, gracious, generous, QVC-loving mother-in-law.Loving this fabulous card from Alexis Menard. So grateful UM-Flint School of Management brought us together – she’s a gem!
Rob Kates and I had a delightful chat with superstar Greg Griffin of Jaffe. Rob and I also learned our mothers have the same birthday, and we heard from my mom Susie Sexton that apparently Robert Mitchum has been paying her nightly visits. 😳
Greg shared with us the joys of his new role at Jaffe, the importance of authenticity and listening in effective business development, his commitment to volunteering and fitness, and how he gave the Houston mayor a catnip (nee mint) mojito. Missed opportunity: he didn’t bring his adorable pup on camera!
Show mentions include: Terry M Isner , Vivian Hood , Melanie Trudeau , Evyan O’Keefe , Amy Verhulst , Gigi Zientek , Jenna Schiappacasse , Heather Morse , Megan McKeon , Nancy Myrland , Gina Furia Rubel (she/her) 🌏 , Laura Toledo , Lindsay Griffiths , Gail Lamarche , Deborah Brightman Farone , Sally Schmidt , Clayton Dodds , Cheryl Bame , Robin Devereux Gerard , Andrew Laver , Tahisha Fugate, MBA [she/her] , Jessica Aries (she/her/hers) , Stacy Monohan Payne, Tom Hanks, Denzel Washington, and Howard the Duck. 🦆
I adore my Clark Hill colleague Emilie Strozier McCarthy. She always knows exactly what I need to hear and/or see … and this image is no exception. I am so happy that serendipity brought us together. She has made me a better human being and professional. We will be friends for life.
“Oh, I went to the emergency room last night. They took me from the veterinarian’s in an ambulance. The EMS boy looked like Aquaman.” – Susie Duncan Sexton
Wait. What?! So began a phone call with my mother about a month ago. To clarify a few things: no, she does not receive her health care AT the veterinarian BUT got light-headed while she was there and, then … nearly passed out. And, no, Jason Momoa is not moonlighting for Whitley County EMS, but my mom is threatening to call 911 again, just so she can hang with the young man who apparently bears a striking resemblance to Game of Thrones’ Khal Drogo.
My mom has gone through a battery of tests over the past month, and the good news is that her exuberance for life and her candor and her irreverence have apparently served her well physically in that an army of doctors have found no issues of concern. As my mother notes, “I don’t want to go into that medical world if I don’t have to.” Who can blame her? I do wish she wouldn’t have such a propensity to read and believe all of the side effects listed on any and all medications, but, hell, that wariness has likely served her quite well in this pharmacologically reckless culture.
What my mother has learned from this experience is that when others don’t listen or behave like outright jackholes, it can cause her to experience justified exasperation to the point of plummeting-elevator-wooziness. I think too many of us are still trying to learnthat lesson.
“At 46, I’m coming to the realization that I want life to be less about ‘stuff.’ I’ve had so much fun collecting and gathering and accumulating, but now it all just feels like a weight around my neck.” – Roy Sexton
Two weekends ago, I went to visit my parents. After her chance encounter with a hunky Momoa-look-alike, life flashed before my mother’s eyes, and she wanted to call a family meeting to discuss our “plan.” Note: we are NOT a “family meeting” kind of family, and we might have “plans” but for some reason we don’t actually share them. We are more of a “something unanticipated just happened so let’s light our hair on fire” kind of family. My mother has always been the one who says the things that need to be said but aren’t always heard. This time, it felt like my father and I stopped being idiots long enough to listen. I was cautiously optimistic that we might talk about what the future could hold. And, then …
“I’m getting up at 10 am tomorrow to take the LaCrosse in to trade for an Impala.” – Don Sexton
Unclear if that was invitation for me to assist in the car-buying process or not, but I volunteered to tagalong on a task that has pretty much eluded me my entire adult life. I inherited a hand-me-down Buick Century from my grandmother when I was in college. My parents were kind enough to buy me a Honda Civic when I was in graduate school. Then, I was wise enough to marry an automotive engineer, and I never set foot in an auto dealership again.
My father used to call on auto dealers across northern Indiana in the late 80s when he was a lending officer for Merchants National Bank. He knows a thing or two about this world; the finer points of operating an iPad may befuddle him but he knows his Carfax from his Kelley Blue Book. Nonetheless, the game of buying a car remains one rife with swaggering toxic masculinity.
“I’m sorry. With whom am I negotiating on this? You or your dad or John,” whined the auto salesman as I handed him my cell phone and asked him to work everything out with an auto engineer stationed at his home computer in Ann Arbor, Michigan.
My father and I both gestured toward the phone and then promptly closed our traps. The best way to cut through toxic masculinity? Introduce a well-informed curve ball who doesn’t cotton to preening peacocks. We walked out of there with a gently used Ford Fusion at a third of the expected price, paid in cash, leaving behind a small army of Dockers-wearing salesmen scratching their heads.
“Good. I’m glad John got involved. He reminds me of me. When he gets to talk about what he loves, he’s unstoppable.” – Susie Sexton, upon our return.
You see, all along, my mom had suggested their ancient Buick LaCrosse needed a retirement. My mom is the one saying, “Can we slow down and just take care of the things we love before time is completely gone?” My mom is the one urging people to live their best lives and to enjoy the moments they are in. My mom is the one asking for authentic conversation that isn’t transmitted via digital device in tweets, texts, and cynical memes.
KNOCK! KNOCK! “We’re at the door here for breakfast and swimming and to tell you our plan.” – my parents at my hotel room door the last morning of my weekend visit. (I may have asked for them to call before heading over … that didn’t happen.)
At some point in the past couple of years, my parents and I transitioned to that mid-stage milestone of the child (gleefully) staying at a hotel when he/she comes to visit said parents. It’s not meant to be rude or controlling, but as one ages, as one becomes set in their ways, as one’s midsection grows more pear-shaped … the idea of retreating to a hotel room, collapsing in a heap, and breathing solitary air at the end of a day’s family visit carries a touch of appeal.
And my parents get to come use the pool like two 12-year-olds who’ve just run away from home.
Here’s the thing: those two 12-year-olds who these days spend as much time plotting each other’s demise as they do reflecting wistfully on their 50 (!) years of wedded “bliss,” came bounding into my room, speaking a mile a minute, finishing each other’s sentences, sharing their “plan” with me. I was half awake and a little cranky, but their zeal was a tonic.
And that plan? It’s a pretty good one. It’s not for me to tell, but I feel good about the future. Possibly for the first time ever. You see, I have a vision of the fun we will have, reminiscent of those special days I lived at home and had nary a care in the world, other than what cartoons were airing on Saturday morning or passing an algebra test. And that vision is shared. That makes all the difference.
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It was quite an honor to offer the keynote address alongside ProfessionalMovers.com’s spectacular Andrew Androff at last week’s Sterling Heights Regional Chamber of Commerce/Goldman Sachs 10,000 Small Businesses Sales & Marketing Conference. Video of my presentation “How to Win the Room (When You’d Rather Stay Home)” courtesy the lovely Brenda Meller of Meller Marketing: https://youtu.be/xnvDZFDYGI8
I adore Brenda whose kindness and generosity know no bounds. She authentically cares and celebrates. That is a rare quality. And thanks to the equally loving and supportive Heather Morse-Geller who got this ball rolling with a lovely post last year and to my sweet friend Blaine D. Fowler for reading it aloud at this very conference (same day it was posted, in fact, when HE gave the keynote).
Thank you, Melanie Hughes Davis and Sterling Heights Regional Chamber of Commerce for this fantastic opportunity. #BeARoySexton😊❤️
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Reel Roy Reviews is now TWO books! You can purchase your copies by clicking here (print and digital). In addition to online ordering at Amazon or from the publisher Open Books, the first book is currently is being carried by Bookbound, Common Language Bookstore, and Crazy Wisdom Bookstore and Tea Room in Ann Arbor, Michigan and by Green Brain Comics in Dearborn, Michigan. My mom Susie Duncan Sexton’s Secrets of an Old Typewriter series is also available on Amazon and at Bookbound and Common Language.
Photos courtesy Brenda Zawacki Meller, Milan Stevanovich (w/ Chanel Stevanovich), Ziggy Whitehouse, and my iPhone.
View video – courtesy Brenda Meller of Meller Marketing – here.
What do you do when you know you need to network and market yourself but the introvert within says, “Uh, maybe later”? On August 9, 2018, Kerr Russell Director of Marketing Roy Sexton (that’s me!) presented strategies for embracing your qualities as an introvert (or for those occasions when you aspire to introversion!) and establishing and maintaining a successful personal brand, both online and in person.
About the session, co-chair Brenda Zawacki Meller of Meller Marketing wrote, “Today my friend and marketing idol Roy Sexton of Kerr Russell presented ‘How to Win the Room When You’d Rather Stay Home’ to a PACKED ROOM at Inforum Michigan Troy. Video link below. Now that the meeting is over, I have to confess: I was freaking out a bit this week. We typically have 30 attendees at this monthly meetup and our registration was at 62 people earlier this week. We were getting pretty close on seating. It was almost going to be ‘standing room only’ at one point! But we brought in extra chairs. This is what happens when you book a ROCK STAR MARKETER for your speaker. I think both his marketing and the topic itself were both reasons for our outstanding turnout. Roy was an amazing presenter. I knew he would be great, but he was even better than I anticipated. Roy has a genuine, approachable, and relatable speaking style. He reminded us introverts that we’re OK to be an introvert. We don’t need to apologize for it, and we can be effective at networking, too. I learned that if you give introverts an assignment at a meeting (live tweeting, taking pics, helping at the registration table), it eases our anxiety. Need a keynote or conference presenter? Check out Roy Sexton. And tell him Brenda sent you. Then, check out the hashtag #BeARoySexton.”
Roy (me again!) has nearly 20 years of experience in marketing, communications, business development, and strategic planning. He earned his BA from Wabash College, his MA (theatre) from The Ohio State University, and his MBA from University of Michigan. He is a graduate of Leadership Detroit and Leadership A2Y. He sits on the boards of Ronald McDonald House Charities of Ann Arbor, Royal Starr Film Festival, Mosaic Youth Theatre of Detroit, EncoreMichigan.com, and Legal Marketing Association – LMA International. A published author with two books (ReelRoyReviews), Roy is an active performer, awarded 2017 Best Actor (Musical) by BroadwayWorld Detroit. He recently received recognition as one of Michigan Lawyers Weekly’s “Unsung Legal Heroes.”
My mother Susie Sexton’s critique of my first (and probably last) radio gig as vacationing Rochelle Burk’s stand-in alongside Robby Bridges on their 96.3 WDVD drive-time show Friday, August 10. This is one of the funnier things I’ve read in a while: “stayed for nearly every second? geesh? you both were fabulous….nice repartee all the way around…I now am no longer a music lover as I was listening to stuff about the smell of sexy sheets and such just to hear your patter? one little bit I missed was when I needed to medicate issie with her pill and she was hiding? the word mousey was said and something about walking down a street? and sears called with a mix-up….they had changed delivery date to aug. 17 and then just called to robot me about tomorrow delivery again…that was sure effing fun. maybe straightened out now. damn 4 hours of choreography, engineering and listening to countless sex-crazed songs….but the patter was mighty fine…spell-check? no…I am exhausted.”
Postscript – she added when we chatted on the phone: “I liked that man (Robby) a lot. He has a kind, sweet quality that is inviting and not snarky, but also very funny. That is rare.” ❤️
And – bonus – Brian Cox, editor of Detroit Legal News, ran my “tech thoughts” article from the Legal Marketing Association’s Strategies Magazine. Whew! You can read the full text here.
Reel Roy Reviews is now TWO books! You can purchase your copies by clicking here (print and digital).
I can’t even begin to express how much this means to me. Heather Morse-Geller has been an inspiration and a mentor to me, and I’m happy that whatever influence I’ve mustered has helped spread the word about her insight and expertise.
“Roy is as important to me as any content redistributor I could pay. And the best way I can return the favor is to pay it forward. So I challenge us all to #BeARoySexton. Share some content, include a note of WHY it’s important for your network to stop what they are doing and read it. And do it for fun and for free.”
Thanks to the incomparable Megan McKeon for joining me on this presentation! And listen for shout outs to Nancy Leyes Myrland, Lindsay Griffiths, Tasneem K. Goodman, Jabez LeBret, Jonathan Fitzgarrald, Heather Morse-Geller, Melissa Thomas, Amber Bollman, Bree Harms, Jim Jarrell, Gina Rubel, and more …
“As the influence of social and digital media continues to evolve and cross-over into all aspects of marketing the legal profession, legal marketers continue to become less generalized, and more focused on specific areas of expertise. These varying focuses and roles, result in differing approaches to the social and digital media in our profession. In other words, what a business development professional finds valuable about a digital media presentation, may differ from that of a marketing technologist. As such, the Legal Marketing Association Social Media SIG invites you to attend our LMA Annual Conference Recap Webinar involving in-house legal marketers from various areas of our profession to discuss their favorite digital and social media programs from this year’s conference. Discussion topics include key takeaways from our favorite sessions, general discussion of the hot topics you may have missed, and the impact of the 2016 LMA Annual Conference programming on our behavior as legal marketers.”
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Reel Roy Reviews is now TWO books! You can purchase your copies by clicking here (print and digital).
(Originally written for and posted on Legal Marketing Association Social and Digital Media Special Interest Group blog. This piece is summarizing two sessions I attended at the 2016 annual conference in Austin, Texas.)
In her blog entry “Referrals and First Impressions: How Technology Has Changed Them” (summarizing a recent Legal Coffee Break podcast by GNGF founders Mark Homer and Jabez LeBret), Lindsay Griffiths, Director of Global Relationship Management at International Lawyers Network, writes …
When a prospective client Googles you, and the only thing that comes up is a bio that is outdated, with a few lines about your practice, the year you graduated law school and passed the bar, it won’t matter if you are the smartest and most talented lawyer in the world. The firm’s website and your social media profiles are designed to support the word of mouth referral and their decision to hire you, to provide a level of comfort that we all seek when looking online for information these days – that feeling of “oh yes, I’m making the right decision in trusting this person with my business.”
What Lindsay has captured here is a key theme that resonated repeatedly for me during the recent Legal Marketing Association Annual Conference (LMA16) in Austin, Texas. The notions that digital and social media somehow exist in a vacuum and are to be discussed as some glorious abstraction or, worse, funky sideline experiment are defunct (not that they ever had any validity to start). We don’t have a special task force for “telephone usage” or “the art of cocktail conversation” (though, in fact, those are not terrible ideas, come to think of it). Social/digital presence is now essential to the business development and marketing conversation, from prospect research through lead generation, from ongoing client engagement to every facet of brand management. Let’s face it. Our digital footprint is often the first thing anyone sees about us these days.
That said, this blog entry, which started life as an assignment to summarize one social media-leaning presentation at LMA16 is going to be a mash-up of takeaways from two utterly unrelated sessions, sessions which nonetheless showed the essential value of digital and social as a matter of accepted course in the world of legal marketing.
Jonathan Fitzgarrald, Equinox Partners, presented “ROI: Measuring So You Can Better Manage,” an effervescent boot camp on law firm managing up and leaning in and breaking out. In the surest sense of “getting more flies with honey,” Fitzgarrald returned frequently to the truism that what you can’t measure doesn’t matter – and more to the point, if you don’t know what matters to your clients, no measurement in the world will help you. And if you are still encountering difficulty selling the importance of digital client engagement to law firm leadership, follow this recipe …
Ask your attorneys about their priorities. Don’t assume.
Are you mining social media to understand what your clients are seeking and how they are communicating? What are your competitors saying and to whom?
Form an unofficial board of advocates in your firm – mix of attorneys & other colleagues.
With firm growth priorities in mind, how can social/digital help? What are stakeholder concerns/fears?
Socialize unfamiliar concepts using data, outcomes, competitor examples, non-legal examples. Plant the seed, and let others champion the idea. Doesn’t matter who gets “credit,” if it benefits the firm.
Measure your social media efforts – quantitatively and anecdotally. Proactively circulate internal monthly measures/outcomes: reach/impressions, shares/likes, media mentions.
Actively demonstrate your value and that of social/digital.
Help linear folks see in 3D.
As social media has evolved from being a standalone topic to a vital communications/ engagement tool, discussions of use, value, measurement were woven throughout many LMA16 presentations across varied topics. Nowhere was that truer than in Tas Gooman and Jabez LeBret’s “Your Honor Awards Meet PechaKucha,” with presentations by Jann E. Dudley of Archer Norris; Daryl Drabinsky of DLA Piper; Sarah Fougere, of Oblon, McClelland, Maier, & Neustadt; Morgan Hall from McBrayer, McGinnis, Leslie & Kirkland; and Andrea (Crews) Maciejewski from Levenfeld Pearlstein.
In fact the very presentation-style of the session reflected how social media has impacted our speaking styles and absorption of information. What is PechaKucha you ask? It’s a timed presentation – six minutes and your slides keep moving whether you are ready or not – requiring the speakers (in this case the 2016 Your Honor recipients) to focus on the key narrative points: what they did, how they did it, and what results they achieved.
Here’s the thing. Nearly every one discussed how social media/digital was essential to their strategy: targeting messages by audience segment, creating agility and ability to customize what is viewed/received, and offering bigger impact for lower costs. Some of the most memorable tips …
Microsites (as opposed to traditional web bios) for attorneys. One size does NOT fit all. For more digitally/socially active subjects, a microsite rewards by including social links, blog posts, etc.
In designing “book of content” style sites/microsites, send out private links for measurement and create customized marquees for respective audience interest.
Use images rather than text (which I’m failing at presently), and find ways to present information as stories, as narrative, not as cascades of bragging points.
Use social/digital to make your campaigns “come to life” with real voices – people want to talk to people, not entities.
What issues are trending on social media (e.g. marriage equality), and does that present a growth opportunity? Move fast, and engage … but “non-lawyer-ly.”
Hire a local up-and-coming fashion photographer to differentiate photos used in social.
Feature profiles, news in-line with business you hope to attract.
Explore platforms that allow you to provide easy-to-share content to attorneys, but avoid dreaded “auto-posting” appearance.
Based on these various ideas ping ponging around my brain (thanks, LMA16!), here are the challenges I see going forward …
Think less about social media in a “tactical bubble” and more as the accepted (and at times primary means) of strategically communicating. Why is there this “fire wall” around social/digital?
Build social/digital more prominently into reporting mechanisms. Where are our clients learning about us? What are they saying and where?
Think visually, communicate concisely, speak personally. There is a necessary precision to legal communications; however, our digital/social presence is competing against millions of messages (legal and non-legal) every day. How can we stand out, while walking that fine line of credibility and promotion?
And remember that the first handshake your attorney may have with a potential client is more likely than ever to occur in cyberspace.
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Roy Sexton is Senior Vice President of Corporate Affairs at Trott Law, P.C., a Michigan-based real estate law firm serving the mortgage industry (www.TrottLaw.com). A graduate of Wabash College, he holds an MBA from the University of Michigan and an MA in theatre from the Ohio State University. He has nearly 20 years of experience in strategic planning, business development, marketing and communications, having worked previously at Deloitte Consulting and Oakwood Healthcare.
He is a published author with two books of arts criticism Reel Roy Reviews, compiled from his blog of the same name (www.ReelRoyReviews.com). He is an at-large member of LMA’s Midwest Board, serves on the state Board of Governors of the Michigan Mortgage Lenders Association, and is a co-founder and board member of Ann Arbor’s Penny Seats Theatre Company. He is active in the Social & Digital Media SIG and is on the advisory board for Strategies. You can reach him by emailing rsexton@trottlaw.com or via the following social media channels:
Twitter: @roysexton
LinkedIn: /royesexton
Facebook: /roy.sexton
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Reel Roy Reviews is now TWO books! You can purchase your copies by clicking here (print and digital).
Reel Roy Reviews is now TWO books! You can purchase your copies by clicking 
Reel Roy Reviews is now TWO books! You can purchase your copies by clicking 
If you missed this week’s Social and Digital Media SIG webinar recapping our takeaways from #LMA16, the recording is now posted here: 
Reel Roy Reviews is now TWO books! You can purchase your copies by clicking 
(Originally written for and posted on Legal Marketing Association Social and Digital Media Special Interest Group blog. This piece is summarizing two sessions I attended at the 2016 annual conference in Austin, Texas.)