From touch-friendly sites and responsive design to content marketing and enhanced filtering/search, new trends and technologies are impacting the look, feel and functionality of law firm websites and mobile experiences. Join One North Founder and CEO John Simpson as he explores how law firms can use these sites to start conversations, deliver genuine value, engage clients and prospects and – ultimately – make it easier to grow relationships. During this webinar, we highlight some emerging trends and show examples of how they are being used by businesses, both in and out of the legal industry, to create engaging and interactive user experiences. We also weave in insights from a recent General Counsel Survey (http://bit.ly/QjevJK) to better understand how a law firm’s target audiences’ use of the Web is evolving. To view a recording of the webinar, visit http://bit.ly/YMAm1Z.

1. 15 May 2013
Inspiration & Innovation
Webinar

3.  Collapse of Mass Communication
 Fragmentation of our audiences’ “occasions for use”
 Primacy of trust
Its all about the user experience.
As marketers, if we are trying to flatter and
advertise our audience into submission, we are
doing it wrong

4. “As you have realized but most likely not come to
grips with, you are being evaluated 24/7 in
countless conversations that have zero to do
with your ad slogan. On the contrary, they are
about your brand's essential self--which behooves
you to think very hard about your essential self.
This has ceased to be an option. History has made
that decision for you.”
Source: Forget Product Positioning, This is the Dawn of the Relationship Era. Advertising Age. 2012

5. >$1B in sales on only $18M in advertising
75% of revenue from repeat customers
User experience – An example

6. How Can You Use Your Website to Grow
Relationships?
 Start Conversations
 Deliver Genuine Value
 Make it Easy
 Move & Engage

7. START CONVERSATIONS

8. “I would imagine that, through preferences that could
be set on a website, firms might be able to more
carefully tailor content so that more would
be useful to me”
One North General Counsel Survey
bit.ly/QjevJK

15. "How do you, as a marketer, get the subset of the
loyal customer who doesn't just buy your product again
but ... writes those positive reviews? They share your
links and retweet you on Twitter and post a photo of
themselves with your product on Facebook and "like'
you on Facebook and generate all these network
conversations.”
Source: Forget Product Positioning, This is the Dawn of the Relationship Era. Advertising Age. 2012

18. DELIVER GENUINE VALUE

19. “We would like to get the firm’s knowledge from their
website. We might pay for it, and it’s obviously better if
at least some of it is free, but we want to have access to
things like forms and other knowledge the firm has.”
One North General Counsel Survey
bit.ly/QjevJK

26. MAKE IT EASY

27. “Being able to search or dive down through the
listings of practice areas, and find
that type of expertise, find who the section
head is, can be quite helpful.”
One North General Counsel Survey
bit.ly/QjevJK

29. Type-Ahead Search
Features
Filter Results

30. Social-Media
Style trending topics
User-Driven “Topics”

33. www.geckoboard.com

34. MOVE AND ENGAGE

35. “…this company has the resources to put into
their website; they care about their reputation.
That does make a difference, there’s no
question about that.”
One North General Counsel Survey
bit.ly/QjevJK

36. Bianchicafecycles.com

37. Bianchicafecycles.comrei

47. The Relationship ExperienceThe Relationship Experience

48. Questions?