Once more with feeling (#LMA16): Perspectives from In-House Legal Marketers on Social/Digital Media

img_0348If you missed this week’s Social and Digital Media SIG webinar recapping our takeaways from #LMA16, the recording is now posted here: http://event.on24.com/wcc/r/1174915/B5ECC687155CBA1462A3D24E464C0D94. (You have to “register” to watch.)

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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LMA 16Reel 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.

The Digital Handshake #LMA16: ROI (Measuring So You Can Better Manage) … and PechaKucha!

pecha(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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LMA 16Reel 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.

#LMA16 – Keeping Austin Weird … and Making Legal Marketing GREAT (Again).

LMA 16 seriousI just returned from Austin, Texas where the annual Legal Marketing Conference was held. An amazing and eclectic city hosted an even more amazing and eclectic bunch of smart cookies, who shared their knowledge and insight freely, fiercely, graciously, profoundly.

If one could bottle the wit and wisdom in that hotel over the past three days, we could solve every world crisis, laughing and smiling every step of the way.

Yours truly was included in a number of session summaries posted by LexBlog (www.lxbn.com) throughout the event. You can check them out here …

Above the Law covered the conference here, and wonderful colleague Heather Morse offered her ode to LMA here. Check out these conference tips from talented legal PR expert (and attorney herself) Gina Rubel. You can also sign up for our LMA Social Media Special Interest Group wrap-up webinar here.

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Yes, there was no end of fun to be had as well, which you might detect from these photos (cheeky hats courtesy of Jonathan Fitzgarrald) …

LMA 16 3

(And, I promise … I’ll get back to movies soon.)

 LMA 16 2

LMA 16LMA 16 4

Join us Wednesday, April 20 for the Social Media SIG’s recap of the Annual Conference! (Registration Link)

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.

Learning Outcomes:

  • Discuss the main takeaways from a handful of social and digital media breakouts from the perspective of three types of in-house marketers
  • Compare and contrast which of these presentations resonated with and provided value to our panel of in-house marketers
  • Assess how the 2016 LMA Annual Conference will affect future behavior for our panel looking to implement what they learned practically within their firms

Featured Speakers:

  • Megan McKeon, Senior Business Development Manager, Katten Muchin Rosenman LLP
  • Roy Sexton, Senior Vice President of Corporate Affairs, Trott Law, P.C.
  • Jacqueline Madarang, Marketing Technology Manager, Bradley Arant Boult Cummings LLP
  • Jessica Aries (moderator), Business Development Manager, Andrews Kurth LLP

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 IMG_4792Reel 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.

 

When I’m not writing about movies … #LMA16

Sneak peek of my article in March/April issue of Legal Marketing Association’s Strategies Magazine. Thanks to talented and generous and fun Gail Lamarche, Gina Rubel, Lindsay Griffiths, Nancy Myrland, and Laura Toledo for their contributions.

Quote: “Regardless how we got there, we all find ourselves at a cultural crossroads upon occasion. How do you read your new environment effectively to ensure your success? How do you walk the fine line between deference and ingenuity, respecting what has come before but righteously challenging that which needs to change?”



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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 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.

 

#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 Second: San Diego Zoo, Jimmy Kimmel, Disneyland, La Jolla seals, Hollywood … and dirty jokes

1 Zoo Kids2 Zoo Kids 2Earlier this week, I gave you a glimpse into my “professional” side (or as professional as I ever get), sharing some material from my presence at the 30th annual Legal Marketing Association national conference in San Diego.

5 PandasBut I also promised I would share some of the tacky tourist-y stuff ‘cause if there’s anything this blog does well, it’s tacky! (Loads of photos documenting these adventures can be found here.)

3 Zoo Kids 3During some rare downtime at the conference, my talented, silly, kind-hearted, slightly nutty pals Lindsay Griffiths, Gail Lamarche, Nancy Myrland, and Laura and Josh Toledo (along with yours truly) spent an afternoon at the internationally renowned San Diego Zoo. (Remember watching the zoo’s countless animal ambassadors as some of Johnny Carson’s most memorable guests on The Tonight Show throughout the 70s and 80s? I sure do.)

Now, as a pretty vocal animal rights proponent, I’m not generally a fan of zoos, circuses, animal-centered theme parks, aquariums, or any place where animals are used (incarcerated?) for entertainment, amusement, revenue, or souvenir sales.

4 Arctic WolfHowever, my buddies made the wise choice to sign up for the Backstage Pass tour, which not only offers the ability to get up close and personal with animals as diverse as a rhinoceros and a cheetah, flamingos and an arctic wolf (the latter of which brought me to happy tears), but also provides a thoughtful review of the zoo’s ecological mission to educate and protect. Much information was provided to attendees about what products to buy (and not buy) that will protect these animals’ native habitats (e.g. sustainable harvesting of palm oil) as well as what we as individuals can do to save these beautiful creatures from extinction. I was also struck by the deep-feeling, kind-hearted animal handlers who had such obvious kinship with these exquisite animals. That cross-species bond is powerful and moving to observe.

6 Zoo KidsAs for the park itself, it is beautifully done, if veering dangerously close to a theme park’s epic scope and merchandising mania. I might have been less inclined to forgive that excess had we not attended the tour, so I highly recommend the add-on if you plan to visit the zoo, particularly if you are bringing kids (of all ages).

But, word to the wise, don’t even attempt to follow the zoo’s colorfully muddled maps. We got lost about 18 times, having to pass through the aviary about 12 of those 18 times and seemingly walking up (steep) hills everywhere. In fact, I can’t recall us ever walking downhill. It’s like being immersed in an MC Escher painting.

At the conclusion of the conference, John and I headed to Hollywood, baby. And Hollywood is gross.

8 JimmyAfter scoring tickets to a taping (yes, taping) of ABC’s Jimmy Kimmel Live (which ain’t so live … spoiler alert), we headed to a pre-show lunch at amazing vegetarian chain VeggieGrill. How are these not all over the country yet? With an astounding array of choices, breezy décor, fabulous staff, and just the right amount of corporate polish, this was easily my favorite food stop of the trip. And others seemed to concur as the line to get in (you order at a counter and they bring you your food when ready) extended outside the building, the patrons being a glorious collection of hipsters, studio employees, computer programmers, blue-haired genre geeks, and regular joes. I loved it.

7 MarioKimmel’s studio is smack dab on Hollywood Boulevard, with patiently waiting audience members queuing across the starry Walk of Fame (I’m pretty sure I stood atop Mario Lanza for about 45 minutes) and facing the Hollywood & Highland mall complex which houses the Oscar Awards venue The Dolby (formerly Kodak) Theatre.

The process of getting into Kimmel’s eponymous show? Not so great. Unless you enjoy standing for a couple hours in the hot California sun while skeezily assertive street performers dressed like Spider-Man, Minnie Mouse, and Don King (!) accost you for photo ops … and for your wallet.

9 Jimmy 2Once inside (Kimmel tapes in a former Masonic Temple), you are struck by how small the studio is. If you ever visited a local TV station newsroom, it’s not much bigger, but darn is Kimmel’s floor SHINY! I think it was mopped half a dozen times while we sat patiently waiting for Kimmel to arrive.

And once Kimmel arrived, things got all kinds of crazy? Right? Wrong.

Sadly, Kimmel in person seems like a cipher on his own program. The sweet, sparkly production assistant who got all of us situated in our seats had more zip and personality (and likely should have his own show). Kimmel wasn’t bad but he didn’t do a heckuva lot to engage his audience (creating even more irony around that “live” descriptor). When the cameras were on or guests would arrive, Kimmel lit up, but the minute cameras went dark, he would hang in a gloomy corner, looking downward at that eerily glistening floor. Perhaps that is just his process to retain his focus, but it stood in stark relief to the impish Kimmel persona that has been burnished over the years by the Mouse House.

10 Jamie FoxxAs for Kimmel’s guests, we were treated to two musical performances by and an interview with Jamie Foxx (on hand to launch his new album, oddly enough titled Hollywood) and an appearance by legendary Betty White. It was the latter guest that got the biggest response from us (and the entire audience for that matter). She was as charming and sly, sweet and gracious as you might expect. And Foxx, of course, was a live wire, exuding charm and energy. (Though at times he seemed like that show choir kid you hated in high school … you know the one, right? Look at me! Look at me!)

11 DickyI also had a special treat in meeting Dicky Barrett, Kimmel’s announcer and the lead singer for a college favorite band of mine The Mighty Mighty Bosstones. He was warm and funny and an absolute pleasure, kindly accepting copies of my books as a gift to him and to the show. (I hope they don’t mind my snark in the preceding paragraphs. That’s just how I roll.)

I should add that I was going through my own personal hell watching the show unfold. I had told everyone (including my parents) to watch the broadcast that evening and to look for us in the audience, only to feel totally mortified by how “blue” the humor skewed that particular episode. I’m no prude, but you know that particular phenomenon you feel as an adult watching something a little risqué in the company of your parents? That hot, clammy, bottom-fell-out-of-the-elevator feeling that creeps over you? Well, the minute Foxx launched into his musical interpretation of sundry Tinder (!) profiles, I thought I might die. (If you didn’t see the show, just let your mind wander … and then go a little filthier than that.)

And the next day we went to Disneyland …

12 Cali DreaminSpecifically, Disney’s California Adventure, which holds the dubious distinction of being a theme park in California dedicated to attractions about California that you could basically drive an hour or two in any direction in California and see in person in California. It wins the prize for one-stop shopping, and, to its credit, no one gropes you, picks your pockets, or tells a naughty joke!

16 Chip n DaleIn all seriousness, it is a beautiful park and, like Epcot, ideal for a meandering stroll. The actual rides seem few and far between, a fact which, as I plummet through middle age, was fine by me. From a vintage boardwalk (replete with Ferris wheel, carny games, and a truly terrifying roller coaster) to a quaint wharf district to chilled out wine country, there’s a “land” for every taste.

14 CozyMy favorite, hand’s down, was the recently added “Cars Land,” a pitch perfect recreation of the settings from Pixar’s critically-reviled but wildly popular Cars movie franchise.

13 McQueenThe utter immersion in a world populated by life-size, anthropomorphic autos is an intoxicating fever dream (and I don’t think it’s because I was hopped up on DayQuil from my unsurprising “oh, I’ve been on a plane and at a conference and now I have a cold” cold). Even if you hated the films (and a lot of adults seem to – I don’t), you will be floored when Doc Hudson or Lightning McQueen roll by and offer you a pleasant salutation. Well played, Imagineeers!

15 CarsSpecial thanks to my longtime pal (and fellow Deloitte Consulting alum) Ratana Therakulsathit, now a happy Angelino and successful actress and voiceover artist, for being our expert Disney tour guide. We’d still be wandering lost around the ticketing area if not for her. Please check out her website, including samples of her exceptional work, here.17 Beauty Beast

We rounded out our trip to California with a stop in La Jolla, a place that is not only vegetarian friendly (I felt like we were back in Ann Arbor, only with better climate, exceptional views, and prettier people) but also seal and sea lion friendly.

18 SealsLocals and tourists alike share La Jolla’s sandy beaches with a playful and relaxed population of seals and sea lions. Live and let live, dude. I could get used to that.

19 SealThere are plenty of signs that caution you not to touch or approach the animals as they will become understandably territorial, but a resident told us that if you swim in the water and let the seals just be, well, seals, they will come up to you and want to play. Now that is my idea of the perfect vacation!

(Photos throughout by Lindsay Griffiths, Gail Lamarche, Nancy Myrland, Laura and Josh Toledo, Ratana Therakulsathit, John Mola, and yours truly.)

20 Home____________________________

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.

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.

Legal News coverage of #LMA15 presentation – and home again in #Indiana

Thanks to the Detroit Legal News for this coverage of my upcoming presentation – alongside Gina Rubel, Heather Morse, and Megan McKeon – at the national Legal Marketing Association conference.  You can find out more about LMA at legalmarketing.org – here’s a scan of the article and the full text follows …

(Congratulations also to my colleague Marcy Ford and her recognition here as a recipient of the inaugural “Career Mastered: Women’s Leadership in Action” award in Southeast Michigan!)

Marcy Ford and Roy Sexton April 2015 Detroit Legal News

IMG_1410Trott Law, a Farmington Hills-based real estate finance law firm, announced today that Senior Vice President of Corporate Affairs Roy Sexton has been selected to participate in a panel on legal marketing at the 2015 Legal Marketing Association (LMA) Annual Conference. The conference will take place on April 13-15 at the Hilton San Diego Bayfront in San Diego, California.

As the authority for legal marketing that brings together marketing and business development professionals from firms across the Unites States, LMA invited Sexton to sit on a four-person panel, titled “Collaboration and Coexistence among Barristers and ‘Baristas.’” Sexton and his fellow panelists will focus their discussion on practical advice on effectively communicating with lawyers, leveraging generational commonalities, delivering results that will build credibility and establishing a career network.

IMG_1395Sexton 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, he graduated with his MBA from the University of Michigan. He is a graduate of Leadership Detroit, 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 in 2012. Currently, Sexton is an active participant in the Leadership Ann Arbor/Ypsilanti program.

Additionally, Sexton has been involved in a number of nonprofit boards and committees, including First Step, Michigan Quality Council, National MS Society, ASPCA, Wabash College Southeast Michigan Alumni Association, Penny Seats Theatre Company and the Spotlight Players. He recently published two books, Reel Roy Reviews, Volumes 1 & 2, collections of essays on film, theatre, and culture culled from his blog, reelroyreviews.com.

IMG_1403Prior to joining Trott Law, Sexton 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. 

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IMG_1399And I had a great visit to Indiana this past weekend – yes, that Indiana (the one I famously excoriated in my last entry, which was reprinted in my mom’s “Old Type Writer” column here) – to spend time with parents and to celebrate my dad’s birthday and Easter and whatnot.

Well, we had a fabulous time, and the Easter Bunny brought me (via my thoughtful, clever parents) a beautifully custom-made “Reel Roy Reviews” sweatshirt.

We had some great meals out and about, catching up, at these various local eateries, with sweet Nancy Hartman, my high school classmate Cammie Simmons Casey, and Mad Men fan Steven Wegman.

Happy spring, everyone! Let’s hope for increased tolerance, acceptance, and love for all creatures … be they two-legged, four-legged, finned, feathered, insectoid, or reptilian.

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And a little hometown love from The Columbia City Post & Mail …

Roy Post and Mail LMA____________________________

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.

“and i was so happy to be a part of it all” – April 26 author event at Ann Arbor’s Bookbound

Wonderful friends [Photo by Megan Blackshear]

Wonderful friends [Photo by Megan Blackshear]

With references to forgotten Broadway musicals and even more forgotten films (Buckaroo Banzai or Time Bandits, anyone?), analysis of my ongoing “war” with the Cher-army, many funny asides, boffo binge-book-buying by all in attendance, and a whole lot of zany fun, yesterday’s book signing/singing event was a hit!

With Peter Blackshear [Photo by Don Sexton]

Magic to do [Photo by Don Sexton]

Magic to do [Photo by Don Sexton]

Description: Film poster; Source: Wikipedia [linked]; Portion used: Film poster only; Low resolution? Sufficient resolution for illustration, but considerably lower resolution than original. Other information: Intellectual property by film studio. Non-free media use rationales: Non-free media use rationale - Article/review; Purpose of use: Used for purposes of critical commentary and illustration in an educational article about the film. The poster is used as the primary means of visual identification of this article topic. Replaceable? Protected by copyright, therefore a free use alternative won't exist.

[Image Source: Wikipedia]

Songs were sung: “Corner of the Sky” from Pippin, “Pure Imagination” from Willy Wonka and the Chocolate Factory, “Send in the Clowns” from A Little Night Music, “My Funny Valentine” from Pal Joey, and “This is the Life” from Golden Boy.

 

Film musings were read: both entries from the book on the beautiful black and white comic weepie Penny Serenade – one by my mom, author and columnist Susie Duncan Sexton and one by yours truly.

And we got to catch up with some wonderful, kind, supportive friends (photos here)…

[Photo by Megan Blackshear]

[Photo by Megan Blackshear]

With accompanist Rebecca Biber [Photo by Don Sexton]

With accompanist Rebecca Biber [Photo by Don Sexton]

John Mola, Susie and Don Sexton, Sean Murphy, Jim Lynch, Melynee Weber, Lauren M. London and the London kids, Angie Choe and Sean and kids, Matthew Theunick, Zaida Hernandez, Karen Southworth, Beth Kennedy, Jenna Jacota Anderson, Sarah Rauen, Marjorie and Patricia Lesko.

Thanks to Rebecca Biber for the wonderful accompaniment and witticisms. And thanks again to Bookbound and Peter Blackshear and Megan Andrews Blackshear (and Chester!) for hosting such a fun event.

[Thanks to BroadwayWorld for this coverage – click here to view.]

Signing actress Sarah Rauen's book [Photo by Megan Blackshear]

With actress Sarah Rauen [Photo by Megan Blackshear]

Description: Film poster; Source: Wikipedia [linked]; Portion used: Film poster only; Low resolution? Sufficient resolution for illustration, but considerably lower resolution than original. Other information: Intellectual property by film studio. Non-free media use rationales: Non-free media use rationale - Article/review; Purpose of use: Used for purposes of critical commentary and illustration in an educational article about the film. The poster is used as the primary means of visual identification of this article topic. Replaceable? Protected by copyright, therefore a free use alternative won't exist.

[Image Source: Wikipedia]

Here is Bookbound’s write-up:

“Bookbound (1729 Plymouth Road, Ann Arbor) hosted local community theater actor, blogger, and author Roy Sexton for an afternoon of laughs and music. He read from his new book of cheeky movie reviews, Reel Roy Reviews, and entertained with movie themes and show tunes with Rebecca Biber accompanying.”

Description: Film poster; Source: Wikipedia [linked]; Portion used: Film poster only; Low resolution? Sufficient resolution for illustration, but considerably lower resolution than original. Other information: Intellectual property by film studio. Non-free media use rationales: Non-free media use rationale - Article/review; Purpose of use: Used for purposes of critical commentary and illustration in an educational article about the film. The poster is used as the primary means of visual identification of this article topic. Replaceable? Protected by copyright, therefore a free use alternative won't exist.

[Image Source: Wikipedia]

Finally, what an honor and a privilege for us to be included in dear and talented and beautiful Beth Kennedy’s fantastic blog I Didn’t Have My Glasses On.

Here’s a quote: “there were so many sextons, so little time……and i was so happy to be a part of it all, and in awe of the heartfelt and mutual support shared by all.” We love you, Beth! Read the rest by clicking here.

ReelRoyReviews is officially launched, y’all! Time for me to collapse…

 

Celebratory dinner at vegetarian restaurant Seva

Celebratory dinner at vegetarian restaurant Seva

Reel Roy Reviews is now a book! Thanks to BroadwayWorld for this coverage – click here to view. In addition to online ordering at Amazon or from the publisher Open Books, the book currently is being carried by Bookbound, Common Language Bookstore, and Crazy Wisdom Bookstore and Tea Room in Ann Arbor, Michigan; by Green Brain Comics in Dearborn, Michigan; and by Memory Lane Gift Shop in Columbia City, Indiana. Bookbound, Common Language, and Memory Lane also have copies of Susie Duncan Sexton’s Secrets of an Old Typewriter series.