April 13, 2015
On Friday, I had the pleasure of speaking with another of the panelists for Wednesday’s General Counsel Panel here at the Legal Marketing Association’s Annual Conference. Joseph Otterstetter is the Managing Counsel and Associate General Counsel with 3M. The position was a new one created two and a half years ago, with Otterstetter acting as a type of “Chief of Staff” for the legal department. He overseas a range of areas, including budget, human resources, and operations, and works with the General Counsel and leadership to run the department.
I started off by observing that in Otterstetter’s LinkedIn biography, he indicates that he was appointed to lead the efforts to improve efficiency and effectiveness of 3M legal affairs. I asked him to comment on how he’s been focused on accomplishing that.
April 10, 2015
We’re at the end of another week here at the ILN, and I’m headed out tomorrow to San Diego for the Legal Marketing Association’s Annual Conference, where I’m looking forward to meeting new colleagues, seeing old friends, and learning a lot!
You’ll still see quite a bit of content come through here next week, and definitely tune in the following week when the conference recaps start – there should be a lot of excellent content for me to share with you!
But for right now, check out the top posts from this week on ILNToday!
April 7, 2015
Today’s Two for Tuesdays is really going to put you to work – it’s about measuring your content marketing.
While it is true that there’s a lot of subjectivity when it comes to content marketing, and that it’s not often easy to measure or track where business comes from (“I just *feel* like things are happening since I started blogging!”), there are some things you can do to keep an eye on your efforts and to see where your time is best invested.
Tip One: Identify Your Goals
It makes no sense to try to track any metrics before you identify what your goals are. What is it that you want to achieve with your content marketing? Start with a vague idea of what it is that you want, and then get very, very specific so that you have something that is measurable and actionable.
April 6, 2015
We’re one week away from the start of the Legal Marketing Association‘s Annual Conference, and if you’re a regular reader of Zen, you’ll know that my favorite session of the conference is always the general counsel panel.
This year, I thought I’d switch things up a little bit by reaching out to LMA before the conference to see if I could interview the GCs prior to the panel for a preview of their remarks. I spoke with one of the panelists on Friday, and will be speaking with another one this coming Friday, so tune in next Monday for our second preview interview!
April 3, 2015
I just finished a call with one of the panelists for the general counsel panel at the upcoming Legal Marketing Association’s Annual Conference – one of my favorite parts of my job is getting to speak with in-house counsel and share their thoughts here on Zen. I’ll be previewing her remarks on Monday, so stay tuned for that post (and then keep an eye out for the recap following the conference)!
In the meantime, let’s take a look at the top posts from ILNToday on this rainy Friday afternoon:
April 2, 2015
The final key in getting and communicating the value of any conference or event you attend is, of course, in the follow up. Follow up seems like an obvious piece of the puzzle, but because you’ve been out of the office for a couple of days, and there are demands on your time from the moment you land, it’s actually fairly easy for it to slip from the front of your mind to the back burner.
It’s essential not to let that happen, so that you don’t lose all of the value that you’ve gained from preparation and engaging in the conference.
As with preparation and engagement, there are a number of different ways to follow up after (and even while you’re still at) an event, culminating with a review for your colleagues and firm decision makers. The reason I suggest that the follow up end with the review is two-fold – one, when you do all of the other follow-up first, all of the conference value will be very fresh in your mind, and you’ll have your key points handy to share with them right away.
April 1, 2015
Today’s post from rainmaking expert Jaimie Field is no April Fools’ joke – and it’s an area I care deeply about. She’s talking about why your online presence matters. Hopefully, if you’re a regular reader of Zen, you already know that, but just in case, make sure to read what she has to say! Make sure to head on over to her blog and subscribe as well, so that you receive the future posts she mentions that she’ll be writing.
Recently, I have spoken with a few attorneys who have said that they have no interest in promoting themselves online. These were a few of their reasons:
- They wanted to have privacy;
- They didn’t want to have to do the work necessary to keep their online presence up-to-date;
- They didn’t have the time; and
- They didn’t think it was necessary to build their books of business because they had been doing fine without it for all of these years.
March 31, 2015
Supposedly, spring is coming here in the northeast, though with snow and continued single-digit temperatures, it’s hard to believe.
But April will start tomorrow regardless, and if you’re spring cleaning your house, why not “spring clean” your content marketing as well? (It’s a cheesy metaphor, but bear with me).
Last night, I was reading a post from Practical ECommerce that offered some content marketing ideas for April, using April holidays as a springboard. I was ready to discount this right off the bat as being not applicable to the legal industry, but it turns out that it may actually be quite useful…which serves as yet another good reminder as to why we’ve all got to stay open-minded when it comes to marketing and business development ideas.
March 31, 2015
We’re excited to announce today that the ILN is forming a Cybersecurity and Data Privacy Specialty Group, which will be co-chaired by James Giszczak of McDonald Hopkins (Cleveland, Ohio) and Stuart Gerson of Epstein Becker & Green (Washington, DC). The group joins the ILN’s thirteen other practice and industry-focused specialty groups.
I have the opportunity to work closely with the chairs of our specialty groups as their facilitator, and I particularly enjoy working with lawyers who have a passion for their work, which Jim and Stuart certainly do in this area. I expect great things to come from the CDP guys and gals!