If you are kind and polite, the world will be right. (A prelude to the 2018 Legal Marketing Association annual conference – #LMA18)

[Image Source: Wikipedia]

My legal marketing buddy Nancy Myrland and I both love movies. Notably, we particularly love movies where kindness is prevalent and inclusive behaviors are modeled.

At least that’s how I rationalize the fact that two grown legal marketers both adore the Paddington films. That little bear from deepest, darkest Peru has a mantra: “If we are kind and polite, the world will be right.”

Lovely, isn’t it?

This concept couldn’t be more important in our tumultuous times. “Disruption” is the word of the day, and, man, are we ever disrupted.

Of course, we see this culturally and politically, but we also see it in our legal industry. Technology brings amazing advances, efficiencies, and “super powers” we never knew we could possess. Would I have imagined 20 years ago, I would have a device in my pocket and social networks therein that would allow me to access friends and experts around the globe in an instant? Nope.

[Image Source: Wikipedia]

However, this technology also brings great change. As the music industry, the print media industry, the photography industry, and many others have all witnessed, technology can cause customer migration, profit erosion, infrastructural change, and wholesale business model reinvention.

We in the legal space have known for years that this is coming for us – at what speed and in what fashion is still being determined. We are living in our own history right now, and we won’t see the forest for the trees for quite a while. However, we as marketing and communications and strategy and business development professionals must be on the forefront of these conversations, must embrace the new ideas, must socialize them within our organizations, and must be active participants in the writing of that history.

Fine, Roy. So where does Paddington come in?

Empathy and understanding and listening are crucial business skills that are too often dismissed as “soft.” Yet, having finely calibrated emotional antennae helps us predict the future and navigate the present. Culture eats strategy for lunch. A cliché but an apt one. Without accurately assessing the anxiety ridden waters in which we swim and finding ways to engage and allay our partners’ emotional pain points, we will never achieve the organizational focus required to create lasting, meaningful change.

[Image Source: Wikipedia]

The next time you are in a heated conversation with partners over an issue close to your heart, stay calm, stay empathetic, stay committed, and don’t meet their energy at a heightened level. Underplay it, keep the facts on your side, and use empathy: why are they arguing your idea? why are they pushing back? Trust me, it’s not to torture you. Don’t make it about you.

First, lawyers learn through argumentation. That’s how they burnish ideas. Also, the money you spend, at the end of the day, comes out of their pockets. Understand that business model and appreciate it. Further, change isn’t easy for any of us. Who has bought an exercise book somehow thinking it will magically transfer abs to them without actually following the prescribed routines? This guy for one. Knowing that none of us want to change but that we must change, take the time to understand your partners’ histories, training, experiences and how all of that will impact their willingness to adopt the very ideas they must adopt to survive.

And first and foremost, be kind and polite (even if others aren’t … and especially if others aren’t). The world will be right.

Postscript …

[Image Source: Wikipedia]

This is why I go to LMA’s annual conference: my energy and emotional “work reservoir” are replenished being around like-minded professionals.

I learn new skills and trends and issues facing us all, not just in the sessions but in the hallway chatter and the cocktail parties and the late night coffee runs.

In fact, do not flee the social interaction or run off to take a conference call in your downtime. Talk to people, learn from them, include them.

LMA can feel like the biggest clique in the world. It ain’t.

[Image Source: Wikipedia]

It’s just that we don’t get to see each other that often, and, for new people, it can seem like we don’t want you to play our reindeer games. Nothing could be farther from the truth. I was one of those new people (what feels like yesterday), but I tweeted and I facebook’d and I got out of my own head and I approached people.

And we old guard, in turn, need to be mindful and empathetic about what it was like to be “new.” Be kind. Be polite. Be supportive. Be inclusive. Those skills will serve you well at LMA, at your firms, and in life.

So says Paddington Bear.

Wow! Thank you, Blaine Fowler! He read this piece by Heather Morse at the Sterling Heights Chamber/Chemical Bank Sales & Marketing Conference. Thanks to Joan Giffels for capturing. And Heather for making me a hashtag. I feel pretty damn special this week. #bearoysexton#bearoysextonchallenge#lmamkt

Second version, captured by Brenda Meller of Meller Marketing and Social Media below …

________________________ [My street cred follows … ] _____________________

Roy Sexton is responsible for leading Kerr Russell’s marketing, business development, communications, and strategic planning efforts.

He has nearly 20 years of experience in marketing, communications, business development, and strategic planning, having worked at Deloitte Consulting, Oakwood Healthcare (now Beaumont), Trott Law (formerly Trott & Trott), and St. Joseph Mercy Health System. He has been heavily involved regionally and nationally in the Legal Marketing Association as a board member, content expert, and presenter. He is treasurer-elect currently for the Legal Marketing Association’s Midwest Regional Board of Directors.

He earned his Bachelor’s degree from Wabash College, and holds two masters degrees: an MA in theatre from The Ohio State University and an MBA from the University of Michigan. He is a graduate of Leadership Detroit and Leadership A2Y, was 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.

He served as an at-large member of LMA’s Midwest Regional Board, served on the advisory committee for Strategies Magazine, and was a member of the Social Media SIG steering group. He 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 currently sits on the boards of Ronald McDonald House Charities of Ann Arbor, Royal Starr Film Festival (Royal Oak, Michigan) and encoremichigan.com. He is a published author with two books Reel Roy Reviews, Volumes 1 & 2.

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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.

I feel like I won an #Oscar today. I have my own hashtag #BeARoySexton ?!?

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.”

This is such an honor: https://www.legalwatercoolerblog.com/2018/03/20/roy-sexton-effect-win-friends-influence-content/ #lmamkt

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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.

In Whitley County covers BroadwayWorld recognition – PLUS, video of numbers from “Life is a Cabaret” #cabaret4relay

Thank you, Bridgett Hernandez and In Whitley County, for this lovely coverage of my recent BroadwayWorld Detroit / BroadwayWorld / Cennarium Award for Ann Arbor Civic Theatre’s Mystery of Edwin Drood. And for the connections you make between play and work and how important it is to have both.

Plus, enjoy these videos of numbers from the final dress rehearsal of “Life is a Cabaret” – click to view. Thanks, Lia, for capturing! You can also view as a continuous playlist here – more videos will be added as available.

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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.

Canton Chamber of Commerce Business Spotlight on “Life is a Cabaret,” February 7, benefiting American Cancer Society’s Relay for Life (VIDEO)

Enjoy this video coverage of our upcoming cabaret performance: https://youtu.be/B5HoWBkM3wU – the Canton Chamber sure did a lovely job covering our event. Cabaret producer/director Denise Staffeld is exceptional, isn’t she? As is music director Kevin Robert Ryan – and, yes, you get to hear me sing in this clip. (And, to my animal loving friends, I have nothing to do with that coyote commercial in the middle of this, nor am I particularly thrilled with the guidance it offers toward the end.) Tix for Feb 7 are going fast! Click here.

A live musical fundraiser featuring Broadway tunes. Hosted by Relay for Life in partnership with Women’s Life Society Chapter 827, Chicks for Charity. Enjoy delicious desserts & a Cold Stone Creamery Ice Cream Bar; while bidding on the Silent Auction. Cash Bar will also be available. Join us with residents of Canton, Plymouth and surrounding communities to kick-off the annual fund-raising season. All proceeds and donations will benefit the American Cancer Society’s Relay For Life of Canton and Plymouth to attack cancer from every angle. Be entertained at ‘Life is a Cabaret’ while attacking cancer. Relay For Life of Canton and Plymouth is May 19, 2018 in Heritage Park, Canton. Relay for Life is a team fundraising event where team members take turns walking around the pond in Heritage Park. A complementary luncheon for Cancer Survivors is also held during the event. Relay is the signature fundraising event of the American Cancer Society. Reception 6pm-7pm. Performance 7pm-9pm.

www.cantonvillagetheater.org

Ticket Information

Adults  $22.00

Senior  $22.00

Youth  $22.00

Tickets: Online or visit or call the theater 10am-2pm Monday-Friday. 734-394-5300 ext 3. PLEASE LEAVE A MESSAGE. CALLS WILL BE RETURNED WITHIN 24 HOURS OR WEEKEND CALLS BY END OF DAY MONDAY. All ages must have a ticket. No refunds or exchanges.

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.

“She skated better when she was enraged.” I, Tonya (Plus, poetry readings, resolutions, and cabarets, oh my!)

[Image Source: Wikipedia]

I, Tonya is a troubling film … and not for just the obvious reasons. Yes, director Craig Gillespie’s take on the Tonya Harding/Nancy Kerrigan scandal does a good job highlighting America’s obsessive and misogynistic need to pit women against one another, regardless the tragic outcomes that may result. Yes, Steve Rogers’ script addresses the notion that competitive ice skating is a sport that often favors artifice over reality, faux-elegance over athleticism. The film nails the tragic economic disparity in this country that can toxify and curdle unfulfilled and unrecognized raw talent into resentment, rage, and unbridled violence.

Yet, it’s the film’s tone that I found most unsettling. There is probably no other way to go than “dark comedy” for an insane and still-somewhat-unresolved story like this: one skater from the “wrong side of the tracks” and one skater with a perceived “princess complex,” surrounded by a band of male idiots who thought it would be a nifty idea to turn the lead-up to the 1994 Winter Olympics (with an eventful stop at Detroit’s Cobo Hall) into a road-show Goodfellas as performed by the cast of Green Acres.

[Image Source: Wikipedia]

The cast is beyond reproach. Deserving Golden Globe winner Allison Janney (Spy, Tammy, The Help) dazzles and horrifies as Tonya’s “mommie dearest” LaVona whose intentions may be noble but whose approach to child rearing is two shades to the right of the Marquis de Sade. Sebastian Stan (Captain America: Winter Soldier, Logan Lucky) is perhaps a bit too pretty but nonetheless gives us a hauntingly comic portrayal of an abusive milquetoast in Jeff Gillooly. Ethereally engaging Julianne Nicholson (August: Osage County) is suitably and allegorically icy as Tonya’s coach.

Of course, Margot Robbie (Suicide Squad, Wolf of Wall Street) rocks the title role. Robbie is an absolute firecracker of a performer, and, while exceptional as Harding, I’m not sure we’ve yet seen that one landmark career-making turn from her. I’m certain it’s on the horizon, but I, Tonya in its entirety doesn’t quite rise to the commitment of what Robbie is doing here.

I also admit that, while Robbie gets Harding’s swagger and little-girl-lost qualities just so, she doesn’t quite have the look. I, like most of America, have wearied of Amy Adams, but watching a documentary of Harding following the film, it was clear that Adams is more of a doppelganger for the troubled athlete.

[Image Source: Wikipedia]

And that brings me back to the film’s tone: a bit Coen Brothers (Raising Arizona, Fargo), a bit Gus Van Sant (To Die For), and a heaping helping of postmodern cynicism, but not nearly enough heart. The tragic circumstances of  Harding’s upbringing are bandied about as cutesy one-liners, and the choreographed sequences of domestic abuse (Harding’s mother and husband both dish out brutal beatings on the poor soul) are almost treated like musical interludes. Even the heartbreaking yet admittedly hilarious lament from Robbie’s Harding that “I get hit every day, but Nancy Kerrigan gets hit once, and the whole world sh*ts!” comes off more like a punchline than an authentic assessment of America’s trivialization of violence toward women.

[Image Source: Wikipedia]

Perhaps I am overly sensitive in this moment of “#MeToo/#TimesUp. Perhaps I have seen too often how insidious and destructive the evil-that-men-do can be to the self-esteem and self-worth of women. Perhaps I just thought I, Tonya was trying to have its cake and eat it too -painting Harding as this heartbreaking misunderstood ice queen Icarus while lobbing spitballs at the back of her head, just in case America wasn’t quite ready to forgive her yet.

As Janney’s LaVona intones in one of the many “mockumentary” style interviews sprinkled throughout the film, “She [Tonya] skated better when she was enraged.” The film gives us an ugly, bruising, arguably self-indulgent depiction of why Harding should be and was enraged, but  it is never quite brave enough to offer her much sympathy or redemption. That may be the saddest crime of all.

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Miscellany …

  • [Biber with – clockwise – Sexton, Rachel Biber, & Rebecca Winder]

    Had a great time Saturday, January 14 with these crazy kids celebrating the launch of pal Rebecca Biber’s first book of poetry Technical Solace from Fifth Avenue Press. [Photos by Rebecca Winder here.] Enjoyed playing Johnny Carson to Rebecca for the reading/Q&A at lovely Megan and Peter Blackshear’s exceptional store Bookbound in Ann Arbor. Thanks to a great crowd including Rebecca Winder, Rachel Biber, Barry Cutler, Beth Kennedy, Toby Tieger, Russ Schwartz, Peggy Lee, Steven Wilson, John Mola, and more. You can purchase the book at Bookbound or via Amazon. Click here. Ann Arbor District Library’s Pulp reviews the event here.

[Musical director Kevin Robert Ryan and Sexton – photo by Denise Staffeld]

  • Thanks, Jennifer Zartman Romano and Talk of the Town Whitley County, for running this announcement! Whitley County native Roy Sexton is among the cast of “Life is A Cabaret,” a live musical theatre fundraiser for the American Cancer Society. The performance is planned for February 7, 2018, at 7 p.m. in Canton, Michigan at Canton Village Theater. The live musical fundraiser will feature Broadway tunes. The event is hosted by Relay for Life in partnership with Women’s Life Society Chapter 827, Chicks for Charity. Attendees will enjoy delicious desserts from a Cold Stone Creamery ice cream bar while bidding on the silent auction. A cash bar will also be available. All proceeds and donations will benefit the American Cancer Society’s Relay For Life of Canton and Plymouth, MI to attack cancer from every angle. Tickets are $22. For ticketing information, click here or call 734-394-5300 ext 3. If there is no answer, leave a message and your call will be returned within 24 hours.
  • Thanks, Legal Marketing Association, for this shout out in the latest Strategies magazine.

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[Image Source: Wikipedia]

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.

[Biber & Sexton, photo by Rebecca Winder]

From JDSupra: “We need a sidewalk” – strategy is the ultimate reminder of why we do what we do

A little change of pace. Thanks to Adrian Lurssen for publishing my essay “’We need a sidewalk’ – strategy is the ultimate reminder of why we do what we do” as part of JDSupra’s Marketing Perspectives: The Inside Story series.

Here’s an excerpt:

Shortly after Disneyland opened its magical gates to the public for the first time, panicked groundskeepers reportedly approached Walt Disney all in a dither. Their concern? Patrons without fail tromped through one particular flower bed on their giddy sojourn from Main Street to Tomorrowland. The gardeners’ solution? Erect a decorative-but-impenetrable fence to protect the landscaping and redirect the crowds.

Uncle Walt’s response? “We don’t need a fence there. We need a sidewalk.”

I suspect we’ve all worked alongside colleagues like these well-meaning but misguided caretakers. Heck, you may find yourself being one of these obstructionist types, thinking the silo you inhabit needs defending at all costs. And that is the genius in Walt Disney’s response. In one deftly pragmatic, folksy, customer-centric quip, he reminded his staff that the turf isn’t theirs to defend; it belongs squarely to the market forces they are there to serve.

You can read the rest herehttp://www.jdsupra.com/legalnews/we-need-a-sidewalk-strategy-is-the-98731/

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And thanks to Nancy Myrland of Myrland Marketing for including my musings regarding conference prep here: http://www.myrlandmarketing.com/2017/03/lma17-conference-networking-tips-from-our-friends/

“Use social media actively leading up to (and following) to get to know the attendees and any issues that are pressing/trending. Engage with them virtually – comment and reciprocate. When you arrive, make a point to connect with those whose experiences and views you have found interesting. Spend time between sessions in conversation with those folks, genuinely learning about their interests and their careers. And be sincere and humane. The worst feeling is when you’re talking to someone, and you get the vibe they are waiting for someone seemingly ‘more important’ to enter the frame. Your best (lifelong) business contacts will start from kinship, not opportunism.”

Thanks, Nancy! Appreciate you helping me represent … virtually. Have a marvelous time at #LMA17. I’m there in spirit! Love you and the whole #LMAMkt family .

Nancy writes: “#LMA17 Networking Tip #12 is from @roysexton – More: http://bit.ly/2nXm0A6 Thanks Roy! We miss you & wish you were here.” pic.twitter.com/TfXFrrAOBe

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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.

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) …

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

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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.