#LMA16Selfie – wonderful people doing silly things and posting the photographic evidence (VIDEO)

SelfieHave you posted your ‪#‎LMA16Selfie yet? These people have!

Thanks to Nancy Leyes Myrland for this great kick-off video! #LMA16Selfie, ‪#‎LMA16, ‪#‎LMAMKT – post your photo to be included in the next edition!

For the second year, in advance of the Legal Marketing Association’s national conference, a mad selfie campaign has been launched whereby folks in legal marketing (and their buddies) do silly things and post the photographic evidence, using the hashtag #LMA16Selfie.

Here are the results to date …

Midwest BoardAll these fabulous faces on display! Maureen Fechter Farr, Megan McKeon, Sydney Iglitzen, Joni Radaszewski, Kate Harry, Suzanne Donnels, Jacqueline Madarang, Stefanie Knapp, Rachel Green, John Mola, Easter Roynny, Andrew Rundall, Kyle Lawson, Jessica Aries, Andrew Laver, Jim Jarrell, Melissa Thomas, Sheila McShane, Cynthia Voth, Elonide Caldwell Semmes, Robin Oliver, Taryn Dreyer Elliott, Peter Moyer, and (pictures IN pictures) Gail Porter Lamarche, Laura Toledo, Lindsay Griffiths, Lance Godard, Gina Furia Rubel, Heather Morse-Geller, Josh Toledo, Susie and Don Sexton, Ratana Therakulsathit … and don’t forget Lucy!!

Roynny____________________________

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 BookboundCommon 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.

12 Days of Social Media: Yours Truly

NERD Roy UpdateThanks to Gail Lamarche and the Legal Marketing Association‘s Social Media Special Interest Group for including me in their series of interviews this month “12 Days of Social Media.” Gail writes (very kindly, I might add): “I’m thrilled to participate today and share insights from a great in-house friend from the Motor City, Roy Sexton from Trott Law, PC. I first met Roy at a LMA National Conference in Orlando a couple years ago when he attended the Social Media SIG’s Tweet-up. Since then, Roy is quickly becoming an integral part of the LMA community and currently serves as a board member-at-large for the Midwest Chapter.”  You can read the original post here.

 

1. What’s the next big thing in social media marketing for law firms in 2016?

I think the next big thing remains the last big thing. And it’s not some kind of zippy technology or shiny new platform. It remains the ever-elusive crossroads of great content and authentic engagement. I had a relative give me grief once, querying “How can you have so many friends?” with a particularly sniffy emphasis on the word friends. I wish I’d had the presence of mind to reply, “How can you not?”

The reality is that we and our colleagues, as professionals (and, cough, being of a certain age) have accumulated hundreds, nay, thousands of connections in our lives. Some stronger than others, obviously, but social media in all its permutations offers us the ultimate efficiency machine in drawing all the threads of our respective lives in a one-stop shop. The problem therein is in the authenticity of those relationships as evidenced by the time we do – or even can – spend developing them, and perhaps that was the heart of my cousin’s question (though I rather doubt the inquiry was that nuanced).

lgfmlwmcYou can’t just gather up an army of digital acolytes and hope something magical happens in order to promote your service or to achieve your desired business outcomes. You have to engage these people in meaningful ways that add value to their daily lives. As in life, a social media relationship is a transaction. It can be small – making sure you acknowledge a client/co-worker/colleague birthday – or big – writing a killer blog post that gives great analysis on a developing legislative issue or case victory.

The point is this: figure out the recipe that brings you success in your in-person relationships and apply that to the digital world. And, if you figure that out for yourself, you will be able to work wonders for your attorneys or your clients. You will be bringing them value and insight personally, and you will also be able to provide coaching and mentoring to help them do the same for their own networks. It’s been said before, but don’t approach social media as a task or as a campaign tactic (even if that is basically what it is), but rather position social media as a key component of your (and your organization’s) daily voice, both personally and professionally.

 

2. Who do you see doing social media marketing right, and what can others learn from them?

I get frustrated when I see us only look at what other law firms are doing in this space. Competitive benchmarking is important, of course, but I think the biggest innovation and the best work is happening in other industries or even in the white hot glare of celebrity culture.

How many marketers fit in an elevator?

Take Disney for example. None of us will ever have the budgets (or the legion of marketing minions) that the Mouse House has at its white-gloved disposal. However, you can still learn from what they are doing well, even if it borders on market saturation. With the launch of a new tent-pole like Avengers: Age of Ultron or the ubiquitous Star Wars: The Force Awakens, they have successfully leveraged the personal appeal of the professionals involved (the film stars), encouraging (and likely requiring) them to tweet, post, kvetch about their respective films in their own inimitable voices. Carrie Fisher alone, with her mix of cheek and charm, has been doing yeoman’s work singlehandedly making every Baby Boomer want to see a film about which they might have been otherwise indifferent. Disney has also supplied content across all levels of potential engagement – scientists to fanboys – in an endless series of articles, seriously journalistic and seriously not, using that old standby SEO to have a new wave of clickbait waiting on your device every time you log on.

I also look at celebrities – like Felicia Day (The Guild) or Katy Perry or even, heaven help us, Miley Cyrus and some of our politicians – who have used a digital space to expand their brand, personally and professionally, creating the very real illusion that they are interacting meaningfully with those who buy their stuff and sharing TMI as a channel for launching a new book/download/video. It’s the old Johnny Carson/Barbara Walters-confessional on steroids … but utterly controlled by the confessor.

2 Zoo Kids 2

So what? Why should we as legal marketers care? Because this is what we ourselves consume in our downtime and this is increasingly how the world expects to interact with its stars, its service providers, its industry, its government, and so on. No attorney should ever mimic Miley in their social media protocols. Ever. Yet, the days where you could legitimately say “Well, I use LinkedIn for professional contacts and Facebook for personal” are over. Social media is the new golf course or cocktail party where a conversation can flow naturally from the personal to the professional and back again. It doesn’t replace in-person interaction but it sure as heck enhances it.

And one final note – benchmark within LMA and look at your fellow members who do such a great job of branding themselves as individuals and as key members of their respective organizations: Nancy Myrland, Lindsay Griffiths, Heather Morse-Geller, Laura Toledo, Jonathan Fitzgarrald, Gail Lamarche, Tim Corcoran, Catherine MacDonagh, Lance Godard, Adrian Lurssen, Gina Rubel, Darryl Cross, and many others I’m leaving out so I don’t sound like a total sycophant.

Check out their pages – Facebook, LinkedIn, Twitter and their blogs – study how they glide between humor and insight, poignancy and camp, silliness and impressive data-driven analysis. Benchmark that and see what lessons you can import to the good work you do for yourself and your firm.

 

3. What’s the biggest challenge for law firms trying to be active in the social media space, and how can they overcome it?

I just hate that occasionally we still find ourselves in the defensive position of talking colleagues off a ledge about social media, but it is the reality we will always face. And, honestly, I think it’s a healthy tension to have. Marketers, (no offense, as I include myself in this) tend to get giddy about a glittering new creative idea, so having a countervailing force in our lives asking “Why, how much, what will be achieved, and what are the risks?” is really important. We may ask ourselves those questions, but, if we are already smitten with the idea, we may not be as objectively agnostic as warranted. Well-navigated pressure refines an idea and strengthens resolve. Use it to your advantage.

My fellow panelists

Beyond that, I think another hurdle is in creating crisp clarity of voice. The trick is creating a social media profile for our firms that has a collective consistency while still allowing the wonderful and accomplished individuals within those firms to shine through. There can be a tendency toward marketing homogenization where the writing all sounds like it is coming from a machine. You have to fight that, and create messaging that seems to be coming from real people. How do you do that? Well, let real people do the writing, and create the guidance/parameters for both marketing pieces and individual attorney efforts that will provide solace to managing partners who fear (rightly so) any erosion of client privilege or a glib post that devolves into a PR crisis.

Walking that high-wire act between inspiring creativity and controlling outcomes is the biggest challenge in this sphere, and I don’t think there is an easy answer. You have to look honestly at your own skills and deficiencies as a leader, to review opportunistically what are assets and what are limitations in your respective firm cultures, to gauge what your clients will accept/appreciate and how they themselves are interacting with their clients and business partners, and to be crystal clear about what is proper practice in the legal industry (regional/state/national). Once you’ve done that work – with integrity and enthusiasm – then you can properly achieve the right consensus that will engage your colleagues and help them connect with your clients.Me with Gail, Josh, Laura, Lindsay, Nancy


Connect with Roy …

 

Roy Sexton serves as Senior Vice President of Corporate Affairs at Trott Law, P.C., a Metro Detroit law firm specializing in all facets of real estate finance legal work, including litigation, bankruptcy, eviction, REO and default servicing – www.trottlaw.com. In addition to leading Trott Law’s marketing and strategic planning, Sexton is responsible for the overall organizational and cultural communication and change, business development, service line planning, facility planning and support, and other administrative oversight.

Prior to joining Trott Law, Roy spent 10 years in various planning and communications roles at Oakwood Healthcare System, serving as the corporate director of strategic communications and planning. In this role he led a staff of 20 marketing professionals and developed the strategic direction for the $1 billion health care system. He also worked at Deloitte Consulting.

Keep CalmRoy earned his Bachelor’s degree from Wabash College in 1995 and is a 1997 graduate of The Ohio State University, where he earned his Master’s degree in Theatre. In 2007, Roy graduated with his MBA from the University of Michigan. He is a graduate of Leadership Detroit and Leadership A2Y, is a governor-appointed member of the Michigan Council of Labor and Economic Growth and was appointed to the Michigan Mortgage Lenders Association Board of Governors (local and now state) in 2012. Roy has been involved on the following nonprofit boards and committees: First Step, Michigan Quality Council, National MS Society, ASPCA, Wabash College Southeast Michigan Alumni Association, Penny Seats Theatre Company and the Spotlight Players. He is a published author with two books Reel Roy Reviews, Volumes 1 & 2 (based on his blog of the same name – www.reelroyreviews.com). He is a board member-at-large for the Midwest Chapter of LMA.

San Diego, Part the First: #LMA15 (as in Legal Marketing Association!)

My fellow panelists

My fellow panelists Heather, Megan, Gina

A week or so ago, I shared this wonderful coverage from my hometown and from The Legal News of an upcoming speaking engagement at the Legal Marketing Association’s national conference.

Well, mission accomplished!

My fellow panelists Gina Rubel of Furia Rubel (Philadelphia), Heather Morse Geller of Greenberg Glusker Fields Claman & Machtinger (Los Angeles), and Megan McKeon of Katten Muchin Rosenman (Chicago) and I were ecstatic by the response to our presentation. (And, yes, I did launch things with a Shakespearean monologue – Duke Senior from As You Like It to be exact. My poor colleagues who endure my shenanigans …)

LexBlog posted this summary (here) of our presentation “Collaboration and coexistence among barristers and ‘baristas'” – including tweets from audience members (and panelists) summarizing key points.

Me with Gail, Josh, Laura, Lindsay, Nancy

Me with Gail, Josh, Laura, Lindsay, Nancy

Gina added “10 post-event tips to get the most out of conference attendance” here at her marvelous The PR Lawyer blog.

Heather offered a more existential take in “The spirit and energy that connects us all” at her fabulous Legal Watercooler here.

Just for fun, click here for Lindsay Griffiths‘ media montage of the great #lma15selfie experiment! Lindsay (International Lawyers Network) also wrote an excellent piece regarding the LMA General Counsel panel here at her blog Zen & the Art of Legal Marketing.

For you tweeters out there, be sure to follow Gail Lamarche (Henderson Franklin), Laura Toledo (Nilan Johnson Lewis; blog: The Legal Shakeup), and Lance Godard (Fisher & Phillips) … among a whole bunch of other wonderful people I’ve now left out. I should never start these lists …

How many marketers fit in an elevator?

How many marketers fit in an elevator?

I know this is a strange collection of content for my blog that usually focuses on movies and culture and rampant silliness, but I thought you might enjoy seeing a glimpse into my daily life. Many of you readers are social media mavens so this information may be helpful in a variety of ways.

(And don’t worry – the second installment in a few days will be all about the San Diego Zoo, Jimmy Kimmel Live, Hollywood, Disneyland, and the seals of La Jolla. I live to be a tacky tourist. You can get a photographic preview here.)

Finally, what follows is a piece I wrote for LMA about another conference panel “Control your online reputation and image,” presented by the talented duo of Nancy Myrland (Myrland Marketing) and Amy Deschodt (Weil). (Nancy’s blog the Myrland Marketing Minute can be found here.) Enjoy!

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Nancy Myrland and Amy Deschodt (Photo tweeted by Cheryl Bame)

Nancy Myrland and Amy Deschodt (Photo tweeted by Cheryl Bame)

“When written in Chinese, the word ‘crisis’ is composed of two characters. One represents danger and the other represents opportunity.” – John F. Kennedy

At the 2015 LMA conference in San Diego, social media and public relations experts Nancy Myrland (Myrland Marketing & Social Media) and Amy Deschodt (Weil) confirmed this assertion but with a healthy dose of postmodern digital age caution.

Their session, titled “Control Your Online Reputation and Image,” offered attendees a strategic and tactical overview of how to navigate choppy PR waters in an era where Twitter, Facebook, YouTube, Tumblr, blogs, and other platforms can escalate media crises in a matter of minutes and seconds, not days and hours.

First and foremost, the panelists noted that if you don’t plan to initiate communication then you shouldn’t build social media into your communications strategies. Social media is at its most effective when it is used conversationally. To simply broadcast messages defeats its inherent power. Responding to and shaping commentary is key. Social media is dialogue.

Understanding this core assumption is vital to understanding how to respond in a crisis, let alone day-to-day brand management. According to Myrland and Deschodt, we live in a world that is increasingly accustomed to using, say, Twitter as an instantaneous means of offering complaint (or kudo).  Legal marketers, they say, disregard this cultural shift at their own peril.

The panelists offered a series of real-world examples (e.g. McDonald’s), wherein global companies found themselves in a quickly spiraling maelstrom of social media criticism. Controlling a PR nightmare is no longer about simply containing mainstream media but, arguably more crucial, tracking and responding to social media critique. What are your customers saying? How can and should you respond? When should you not respond and let a crisis run its course? These are all strategic questions that take on instantaneous tactical import. Myrland observed, “Do not ignore a bad situation that is brewing. Assess the risks and benefits, and plan your communication strategy accordingly,” with Deschodt adding, “Stay calm, distinguish what you can control, what you can only manage. Distinguish crisis versus drama.”

(Image tweeted by author from slide by Myrland)

(Image tweeted by author from slide by Myrland)

Whether in the digital realm or not, a media dust-up can erupt at any point. Some in the audience were agnostic that a law firm would be faced with the same vitriol that say a restaurant chain or bank might face.

Myrland was quick to point out that, whether via association with a client or due to the nature of a particular firm’s work, a firm could find itself with a PR target on its collective back. Deschodt added that when responding to a crisis be swift with thought, listen, and be factual. Never delete comments – the world is watching, and open and transparent dialogue is essential.

Myrland and Deschodt highly recommended hiring a seasoned social media manager who knows the ropes and that consulting the Bar on thorny issues is always advised. Build up a store of social capital (e.g. posts that add value, acknowledging and responding to commenters) before you “spend” it either for promotion or in a difficult situation, and follow your state’s social media ethical restrictions.

Social media may seem “fun” but it is not “frivolous.” It can provide incredible support to your brand recognition and to client engagement, and it can serve as a powerful tool in a crisis. However, always exercise restraint in what you solicit on social media. You may think you are opening a door, but you also are giving license to both positive and negative feedback. And if it’s something you would never say or do in person, you should not say or do it online either. As Myrland wryly observed of a culture prone to digital shaming, “Don’t pile on.  Just be nice.”

Keep Calm

Keep Calm (Image created by Myrland Marketing)

Also, there are a great number of tools out there for tracking, monitoring, and automation (e.g. HootSuite, Buffer, and the like).

The ability to monitor by key search terms (e.g. hashtag trending) is a huge advantage offered by something like HootSuite, both in monitoring the everyday impact of your branding efforts as well as chatter in the midst of a crisis.

Automation can be invaluable as well, but don’t let it detract from the need for interaction. Auto-posting content can quickly veer into blasting not conversing, so be mindful of that pitfall.

Finally, Myrland offered a handy social media rubric to follow, adding that it’s important to experiment with digital resources and to discover what works best for you and your firm. For Myrland, the seven stages of social media are as follows:

  • Preparation
  • Communication 1.0
  • Connection
  • Observation
  • Communication 2.0
  • Education
  • Collaboration (and then back to preparation)

Or, as Myrland succinctly offered, “You wouldn’t go into a conference and just start throwing business cards at people. Don’t do that online. As you might at a conference, research the people with whom you’d like to connect, offer an ice breaker, establish rapport, observe their reaction, communicate more, teach them about your firm or product, and then work together on something meaningful.”

But the best advice of all may have been when the panelists closed with the following recommendation: “Keep calm and call a legal marketer.”

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Reel Roy Reviews 2

Reel Roy Reviews 2

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.