Yours truly as a guest on Brenda Meller’s video series Social Media P.I.E. – “Celebrate. Advocate. Reciprocate.” #Superfan #BeARoySexton

Facebook VIDEO: https://fb.watch/3BEXFKi1b7/

YouTube: https://youtu.be/wJES5jcS93g

LinkedIn VIDEO: https://www.linkedin.com/posts/brendameller_linkedinlive-socialmediapie-bearoysexton-activity-6764372643287195648-BweD

Thank you, dear Brenda Meller of Meller Marketing and Social Media P.I.E., for having me on today! We unveiled “C.A.R.” – an acronym I devised about 20 minutes before 🤣 – to help people become #socialmedia superfans. Celebrate. Advocate. Reciprocate. In retrospect, I should add an “E” for “elevate,” because I really do “C.A.R.E.” See what I did there?


In addition we discussed my hair care regimen, the power of silly tshirts, my favorite songs, and the goddesses Deborah Harry and Miley Cyrus.

Find out more about – and purchase! – Brenda’s best selling new book Social Media Pie here.

Shout outs in the show to Susie Sexton, Jay Harrington, Nancy Leyes Myrland, Gina Furia Rubel, Jessica Aries, Renee Branson, Heather Morse-Geller, Susan Ahern, Megan McKeon, Clark Hill Law, Mark Ostach, Kathy Kvasnak, Tina Marie Wohlfield, MiVida Burrus, Mosaic Youth Theatre of Detroit, Ronald McDonald House Charities Ann Arbor, Legal Marketing Association – LMA International, Beth Kennedy, and more!

https://www.linkedin.com/pulse/how-make-your-photo-public-when-you-comment-live-videos-meller-

P.S. Today’s chat inspired this blog post from Brenda as well. “Have you noticed that when you’re commenting in a live stream on LinkedIn, your photo is a gray avatar? It may be one of two items in your privacy settings. Here’s how to fix it.”

“Hair care investigator” Mark Ostach, my beloved Leadership Detroit 30 classmate

THIS THURSDAY, February 4th, 3 pm ET! Heather and Jay Harrington with yours truly on Legal Marketing Coffee Talk

Join me and guests Heather and Jay Harrington, founders of Harrington Communications, as we discuss the importance of thought leadership and PR in legal marketing, marrying smart design with good content, and what it took to start their own agency that has turned top professional services firms into titans of industry.

Jay and Heather also have fascinating interests that include Heather’s spectacular art career – Life and Whim – and Jay’s books and publications. We are looking forward to picking the brains of this outstanding duo, and we know it’s a conversation you won’t want to miss.

Join us live on Thursday, February 4th at 3 pm ET. On Facebook: https://www.facebook.com/155057871244919/posts/3747637818653555/?d=n

Legal Marketing Coffee Talk is brought to you by: Jessica Aries’ By Aries and Rob Kates’ Kates Media: Video Production.

Miscellany …

Thanks, Wabash College! I’m a “treasure.” 😉

Original post: https://blog.wabash.edu/alumninews/2021/01/26/roy-sexton-95-appointed-as-treasure-to-the-lma-board-of-directors/

Roy Sexton ’95 has been appointed as treasurer of the 2021 Legal Marketing Association – LMA International (LMA) Board of Directors. LMA represents thousands of legal marketing and business development professionals in 48 U.S. states and 24 countries.

“Being on the LMA Board of Directors is the apex of one’s volunteer leadership within the Legal Marketing Association and is significant in advancing the legal marketing profession as a whole,” LMA Executive Director Danielle Holland said in a news release.

Sexton, director of marketing at Clark Hill Law, has nearly 20 years of experience in marketing, communications, business development and strategic planning.

He has been heavily involved in the LMA as a regional and international leader and has served on numerous nonprofit boards and committees including the Ronald McDonald House Charities Ann Arbor, Mosaic Youth Theatre of Detroit, Royal Starr Arts Institute, EncoreMichigan.com.

“I am honored to serve on the 2021 LMA Board of Directors, and I look forward to the opportunity to help guide the association’s important work,” Sexton said in the release. “LMA will continue to provide outstanding programming and opportunities for professional development and networking to our members and advocate for our profession, locally, regionally and internationally.”

While at Wabash College, Sexton majored in English and theater and was a member of Lambda Chi Alpha and involved with the Wabash Theater, the Bachelor and Student Senate.

Sexton’s LMA appointment became effective January 1, 2021.

Our Clark Hill marketing and business development team has been on quite the journey over the last couple of years. It has been a great growth opportunity and one of the more enriching work experiences of my life. Out of the blue, REDSTARKIM LIMITED Managing Director Kim Tasso wrote about our work, based on a webinar we did six months ago! A lovely surprise!

Original post: https://kimtasso.com/legal-marketing-case-study-clark-hill-redesigns-its-marketing-and-bd-team/

Grateful for our exceptional and supportive leader Susan Ahern and for wonderful and inventive colleagues Megan McKeon , Guinevere Lehman Anderson , Emilie Strozier McCarthy , Shayna McCloskey , Tommy Franz , Dani Carter , Alexandra France , Gloria Pak , Elizabeth C. Jeffries , Stacey Marie , Maureen Denney , Keith Hobbs , Katelynn Schwalm , Alé Simmons , Amy Oldiges , Kimberly Reisman , Leslie Smithson.

From the blog entry’s intro: “In September, the international senior marketing and business development team at Clark Hill presented a webinar for the Professional Marketing Forum. The topic was ‘Clark Hill redesigns its marketing and BD team’. The work to re-imagine its marketing and business development (M&BD) team won Clark Hill the Best Marketing Initiative Award at the 2020 Managing Partners’ Forum Management Excellence Awards.”

SAVE THE DATE! February 11, 12:05 pm ET. Brenda Meller of Meller Marketing and I return to thunderdome! We will discuss what it means to be a superfan and how that can benefit your networking, branding, and marketing efforts. Celebrate, advocate, reciprocate.

More: https://www.mellermarketing.com/upcoming-live-interviews

Legal Marketing Association – Midwest “Your Honor Awards” … hosted by yours truly #lmamkt

<giggle>

WATCH VIDEO: https://fb.watch/2-3FH_lfg5/

ICYMI – LMA Midwest Your Honor Awards were hosted today by yours truly. And only about eight technical snafus this time. 🤣 Thank you, LMA Midwest Region, Maureen Fechter Farr, Liz Highley Boehm, Megan McKeon, Laura Toledo, Rob Kates for the opportunity and for putting up with me.

Original event description: “Let’s celebrate! Please join us on Wednesday, January 13 at 11:30am CST/12:30pm EST to recognize the winners of our 2020 LMA Midwest Your Honor Awards. The virtual program will be live streamed courtesy of Kates Media: Video Production. Hosted by Roy Sexton, LMA International Treasurer and Director of Marketing at Clark Hill PLC, the program will feature video clips and visuals from award winners. What better way to start off 2021 than by showcasing the great work of legal marketers in the Midwest!

“THANK YOU TO OUR SPONSORS: A special thanks to Rothschild Marketing for sponsoring the 2020 Your Honor Awards. Rothschild Marketing solves firms’ promo problems – and puts the fun back in swag! The company produces super cool client gifts and unforgettable events for professional services companies. We also thank Rob Kates of Kates Media, producer of high quality, high value, high ROI video content and live steaming programming for the legal industry, for his role in making the live program possible.”

WATCH VIDEO: https://fb.watch/2-3FH_lfg5/ – ❤️

A series. Titled: “A study in moments of white hot panic when one’s husband turns on the TV and suddenly internet slows to a crawl.” Catchy, huh?

The Other History of the DC Universe … eye-opening, transformative, damning, beautiful, human

Yes, I’m an adult (sort of) who reads (and enjoys) comic books. I’ve always relished the escapist interludes comics frequently provide. But sometimes they are transcendant.

A few times in my life, be they in epic scale (Marv Wolfman’s and George Pérez’ Crisis On Infinite Earths, Brad Meltzer’s and Rags Morales’ Identity Crisis, Grant Morrison’s and Howard Porter’s JLA) or clear-eyed cultural critique (Alan Moore’s and Dave Gibbons’ Watchmen, Art Spiegelman’s Maus, Reggie Hudlin’s and John Romita, Jr.’s Black Panther), the books left me speechless and deeply moved, notably in terms of how metaphorically revelatory these pieces can be about our sometimes joyous, often painful human condition.

Add The Other History of the DC Universe to that storied (pun intended) list. Oscar-winning 12 Years a Slave screenwriter John Ridley pens a compelling, heartrending, corrosive yet loving treatment of the history of the DC Universe from the eyes of heroes of color left in the (literal) margins. Giuseppe Camuncoli and Andrea Cucchi provide gorgeous illustrations that are expansive, exhilarating, and somehow both retro AND forward-leaning.

In the first issue, Jefferson Pierce AKA Black Lightning takes us from 1972 through 1995, juxtaposing “real” world and “DC Comics’ world” events of that era with an incisive point-of-view that is eye-opening, transformative, damning, beautiful, and human. You might never look at Superman the same way again, yet you are even more appreciative of these characters and their ability to reflect our own ever-evolving societal perspectives on equality, fair play, and inclusion. Can’t wait to read the rest.

More on the series here: https://ew.com/books/john-ridley-the-other-history-of-the-dc-universe/

“Once Upon a December” from Anastasia

Want to join me in supporting a good cause? For my birthday this month (December 28 to be exact!), I’m raising money for Ronald McDonald House Charities Ann Arbor and your contribution will make an impact, whether you donate $5 or $500. Just click donate on this fundraising page: https://lnkd.in/eQ_NVZD

I’m a proud board member and have seen firsthand how every little bit helps. This little fundraiser is nearing the two thousand dollar mark because of wonderful support from kind and generous friends like you!

“Winter” (Tori Amos)

Thanks to our donors-to-date: Beth Kennedy, Greg Griffin, Terry Branoff, Paola Armeni, Chris Sheeren, Aaron Bebee, Rachel Shields Williams, Megan McKeon, Morgan Leigh Horvitz, Monica Phillips, Dianne Rychlewski, Kristen Bateman Leis, Becky Felix, Anna Ostrander, Eric Walkuski, Donna Ballantyne, Christine N. Harris, Jennifer Munsayac, Barry Solomon, Kate Meltzer, Laurin Hawkins, Connie Harris, Cynthia Voth, Tina Paraventi, Amy Oldiges, Tammy Gales Mangan, Kelly MacKinnon, Sally Feldman, Petrea Schumacher, Brook Weeks Redmond, and Sarah Gallagher. Love you ❤️

Thank you for your support.

#KeepingFamiliesClose

“Swee’Pea’s Lullaby” from Popeye

Legal Marketing Coffee Talk is back Monday with host Roy Sexton (ME!), Director of Marketing at Clark Hill, and guest Stephanie D. Preston, PhD and professor of psychology at the University of Michigan. Dr. Preston examines how the brain evolved to use emotions to influence decisions across species, particularly in interpersonal and investment contexts.

How does this apply to legal marketing!?

Well, Dr. Preston focuses her attention on our desires and how our neural processes that originally evolved to guide mammals toward resources that are necessary but scarce may mislead us in our current modern conditions of material abundance. In other words, she will help us understand how our brains work. She will also explain to us the interesting connection between marketing and psychology and how their connection has led to overconsumption in some areas.

Tune in Monday, December 7th at 2:00 PM ET Live on https://www.facebook.com/KatesMedia/.

Legal Marketing Coffee Talk is brought to you by By Aries and Kates Media.

Open Book Theatre’s incisive, ingenious iPoppy + #LMA20 … it’s a wrap (yet so energizing!)

Thank you to Krista Schafer Ewbank and Open Book Theatre Company for continuing to find innovative, fun, and provocative ways to deliver theatre to our community in these dark days. iPoppy is by turns riotous, satirical, poignant, incisive, but always engaging. A one-woman ten minute show delivered 1:1 to each audience member via the quarantine-ubiquitous #Zoom, iPoppy is a frothy yet searing indictment of our present “culture,” one that wallpapers over socioeconomic inequities, familial trauma, rampant materialism, and the corrosive intersection of racism and sexism with a relentless and soul-crushing press of social media self-promotion and digital deception. iPoppy packs a wallop in its brisk and breezy ten minute run-time. Give it a go, and support local theatre.

“Check out some clips from iPoppy, along with some quotes from audience members. Sign up for your own 10 minute, live performance of this original piece! Written by M.X. Sotero. Directed by Topher Payne. Featuring Marcela Gazaro.”

Preview clip: https://www.facebook.com/699433083431924/posts/4543148755726985/?vh=e&extid=0&d=n

Tickets: http://openbooktheatrecompany.net/one-to-one-virtual-theatre/

This year’s Legal Marketing Association annual conference was a virtual affair, and it was just as vibrant and engaging (if not more so) than our in-person meetings. I’m happily energized AND utterly exhausted. I’m one proud international board member tonight! Below are some highlights …

Enjoy this #lma20 chat with the ever-charming Ashraf Lakhani, Matt Parfitt, and Rob Kates! We discuss their conference sessions (general counsel interviews and email marketing trends respectively), the finer points of long-distance chess, the importance of family, quarantine basketball, and outback policemen!

VIEW VIDEO HERE: https://www.facebook.com/KatesMedia/videos/929010134294388/?vh=e&extid=0&d=n

Yes, there is singing. Dave Matthews, in fact. And a shiny gold jacket. ⭐️ Rob Kates, Meghan Frank from Lexis Nexis, and yours truly with fab host Michelle Friends talk #lma20 🥰

VIEW VIDEO HERE: https://www.facebook.com/KatesMedia/videos/345659206511172/?vh=e&extid=0

Enjoy this final “coffee talk” of #lma20 with yours truly, Rob Kates, Joe Przybyla, Amy Payton Verhulst! We talk about the amazing discoveries of this year’s conference, the wonders of Introhive, what makes a great Legal Marketing Association leader, children’s art, online car shopping, and frosty treat rewards.

Yes, one more song – that I barely make it through without crying. One of my mom Susie Sexton’s favorites from “On the Town” and a fitting tribute to this incredible week. Kudos to conference chairs Kristen Bateman and Jon Mattson and the conference committee and support team (including Kristy Perkins, Malaika Palmer, Christina Abes) as well as rock star president Jill Mason Huse for their truly remarkable work.

Thanks to the SmithBucklin team, including Danielle Holland , Holly Amatangelo , JenaShay Russell , Ashley Stenger , Kimberly McBride , Kat Seiffert , Kristin Frankiewicz, Alexia Malamis for all of the ongoing support.

Thanks to all of the guest hosts and guests this week who made this show such a special addition! Shout outs during the show to Carman Janenne Akins, Jim Jarrell, Megan McKeon, Vanessa Vines Petrea, Jessica Jaramillo, Tahisha Fugate, Andrew Laver, Jessica Aries, Brenda Plowman, Stefanie Marrone, Jennifer Petrone Dezso, Tanya Riggan, Nikki Girard Sherrill, Michelle Friends, Kelly MacKinnon, Christine Mitchell Harris, Patrick Fuller, Gina Rubel, and more!

Lord, this was a neat week!

VIEW VIDEO HERE: https://www.facebook.com/LegalMarketingAssociation/videos/347783449831325/?vh=e&extid=0&d=n

LOVING these stats from now-legendary #lma20!

5 days of crucial content
1 excellent keynote speaker named Baratunde Thurston
1 new hashtag #LMACitizen inspired by #HowToCitizen
140+ speakers
40+ interactive live sessions
3+ hours of 1:1 attendee networking sessions
5 engaging virtual social events
17 countries and 43 states represented
45+ sponsoring organizations
1200+ legal marketing professionals
10 costume changes (MY contribution 🤣)
Too many “skills” to count

Read more: http://view.exacttarget.com/?qs=9be0d726adac2acc771141161d225ef964e0067928f9a4660847b8f66ff4b7921605091cc412d0fd7821fa4d731e442c2583b46ff6dd4b65a54d7607a01428d2eac6e4ae282ba9dc5ba1b9a0c148ac560c3592cae46130d6

LMA20 tribute to the ever-delightful Patrick Fuller … this will only mean something to the people who watched the comedy night event with Last Comic Standing winner and celebrity comedian John Heffron. To the rest of you, I’m sorry … not sorry. 🤣 I generally hate inside jokes. But I can’t resist this one. #skills!
Some final thoughts on #lma20
A closing song – “Some Other Time” from the musical “On The Town”
Smart sartorial choices of #lma20 … “The first but not the last.” Kamala Harris

Want to hear me attempt to sing Whitney Houston? February 6 cabaret “Lights. Camera. Cure.” (Plus, a bit of good news!)

Enjoy this preview of the Feb. 6 #LightsCameraCure cabaret to benefit American Cancer Society – video here: https://youtu.be/EA2MW45itFI. Includes some schmoozing and singing from yours truly. My attempt to channel #WhitneyHouston 😂 … as well as a throwback to Oklahoma! (oh, what a beautiful melody) are all at the 9:45 mark. Plus, I will be emceeing the event this year again.

Tickets are going fast – last year’s event sold out and raised nearly $15,000 dollars. Get your tickets at http://www.cantonvillagetheater.org today.

Thank you, Thomas Paden and Canton Chamber for this coverage. Great job, Denise Isenberg Staffeld, Megan Schaper, Tammy Schenck Brown, and Kevin Robert Ryan. Canton Chamber of Commerce Business Spotlight: December 2018

 

_____________________

Proud to announce that my fabulous colleague Megan McKeon and I were both promoted to director-level roles at Clark Hill PLC, in the Marketing and Business Development group, effective January 1. We report to a truly amazing and supportive Chief Marketing and Business Development Officer Susan Ahern (she is the best!). I feel fortunate to be part of this incredible team and to be part of this organization, and I am very grateful for their appreciation of my individuality, of my quirks, and of my contributions thus far. More to come! Happy New Year!

_____________________

Me, Kevin Ryan, and an unnamed holiday conifer. “The breeze is so busy, it don’t miss a … Christmas tree?”

 

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.

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/

__________________

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

_______________________________

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.”

______________

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.

______________

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.