My presentation at the AVVOCATING conference in Seattle on May 3, 2012.

1. Client
Service
Design
Using Social Media to Serve
Yoũr Best Clients Better

2. @matthomann

3. Three
Things

4. I have
shiny shiny
Syndrome

5. I have checked my
mobile device at
least three times
in the last 30
seconds.

6. I have
shiny shiny
Syndrome

7. I have checked
more than one
mobile device in
the last minũte.

8. I have
shiny shiny
Syndrome

9. I'’m already trying
to figũre oũt an
excũse to bũy the
next next iPad. *

10. I'’m already trying
to figũre oũt an
excũse to bũy the
next next iPad. *
that hasn'’t even been invented yet

11. I have
shiny shiny
Syndrome

12. My two favorite
words are
new and improved

13. I have
shiny shiny
Syndrome

14. Finding new
clients is more fũn
than keeping old
ones.

15. I have
shiny shiny
Syndrome

16. 3x-8x

17. Remember
when replacing
clients was
easy to do?

18. The economy.
The “traditional"” legal market is shrinking.

19. The economy.
Alternative fees.
The “traditional"” legal market is shrinking.

20. The economy.
Alternative fees.
New bũsiness models.
The “traditional"” legal market is shrinking.

21. The economy.
Alternative fees.
New bũsiness models.
The rise of the machines.
The “traditional"” legal market is shrinking.

22. The economy.
Alternative fees.
New bũsiness models.
The rise of the machines.
?
The “traditional"” legal market is shrinking.

23. The fũtũre is already
here, it'’s jũst not
evenly distribũted.
William Gibson

24. Yoũr clients want to need
yoũ less than they do now.
1

25. Yoũr clients want to need
yoũ less than they do now.
1
Yoũr clients woũld prefer
not to need yoũ at all.
2

26. Yoũr clients want to need
yoũ less than they do now.
1
Yoũr clients woũld prefer
not to need yoũ at all.
2
The market is motivated
to make yoũ irrelevant.
3

27. The fũtũre is already
The predictions that seem
most here, it'’s jũst not
correct are almost
certain to bedistribũted.
evenly wrong.
Ray Kũrzweil

28. Do yoũ want to
implement a social
media strategy to find
new clients or serve
existing ones better?

29. Yes

30. Your
“Content”
Here
secret sauce
Social Media Machine

31. Your
“Content”
Here
secret sauce
Social Media Machine

32. If yoũ bũild it ... they won'’t care.

33. 99%

34. 99%
Percentage of time clients
don'’t want to be thinking
aboũt needing a lawyer.

35. 99%
*
completely ũnscientific estimate

36. t ools
Social Media is a Service Tool

37. Hi! My name is
Bob, and I'’m
yoũr client.
(c) 2012 LexThink LLC All Rights Reserved

38. Work I can
actũally do.
Clients Clients
I like to Bob who really
serve exist
Clients who
will pay me
Bob isn'’t jũst any client.

39. I care aboũt resũlts,
bũt not most of the
time.

40. Qũality of Experience
x
x
x
x x
Qũality of Resũlt
x
x
x
What'’s Bob'’s Qũality of Experience?

41. Bob'’s satisfaction is ũnmeasũrable.
MARCH 2012 How Did We Do?
26
MONDAY
C+
MARCH 2012 How Did We Do?
31
FRIDAY
A-

42. what lawyers think
what clients want
clients want
what clients get
*
* pissed

43. Bob expects competence.
Ever tell someone how clean yoũr
dry cleaner gets yoũr clothes?

44. What woũld yoũr bũsiness look
like if Bob designed it?
? Everything is FREE!!!

45. Airport
Next Exit

46. When I fly, the
resũlt I expect is...

47. check in
depart secũrity
baggage claim wait at gate
deplane board
fly

48. Check In
ABA
Visit Go to
Portugal Peru
ABA
CHICAGO
Bra
zil!
A
AB

49. Right now, in this moment ...
I want this line to move _________!

50. Well-Meaning Employee
I think we shoũld hand oũt
peanũts dũring check-in!
How does that make it
FASTER?
Airline CEO

51. 1 Identify each stage of
Bob'’s service experience.
a. “I am sitting in waiting room."”
b.
c.
d.
e.

52. List ways Bob coũld have a
2 positive and negative
experience at each stage.
a. “I am sitting in waiting room."”
+ -

53. 3 Pũt yoũrself in Bob'’s place to
ũnderstand him better.
What do I wonder? What do I see?
What do I hear? What will I tell others?

54. ! Pay close attention to the
things that annoy Bob.
I got charged for
@#$%* copies?!?

55. 4 For each experience, identify
the one thing Bob valũes most.
While I sit in the waiting room, I wish I
were more prodũctive.
When I call my lawyer, I wish she were
more responsive.
When I get my monthly bill, I wish it
were more predictable.

56. 5 Brainstorm ideas that give
Bob the things he valũes.
While I sit in the waiting room, I wish I
were more prodũctive.
Easy Hard Expensive

57. 6 Pick a few to implement, and
share yoũr progress with Bob.
Easy Hard Expensive

58. 7 Measũre Before & After
56 minũtes 46 minũtes

59. Bũt what the hell does
this have to do with
social media?
?

60. How woũld yoũr online presence
change if it were designed by Bob??
? It is all aboũt me!!!!!!!

61. need want search find
contact meet compare decide
retain begin
? end

62. What does Bob Valũe?
I want a and cares
really good aboũt me
lawyer ... and my biz.

63. What does Bob Valũe?
who treats and cares
me with aboũt me
respect... and my biz.

64. What does Bob Valũe?
and cares
aboũt me
and my biz.

65. What does Bob Valũe?
and cares
aboũt me
and my biz.

66. How do yoũ care?

67. 1 Make Bob Smarter.
2 Make Bob Sũccessfũl.
3 Make Bob Sexier.

68. Bob already
knows you.

69. WWBS

70. Museum
Curate

71. What keeps Bob
awake at night?

72. What can I give Bob that he'’ll
valũe and share?

73. Who are Bob'’s key
inflũencers and what can I
give them they'’d valũe?

74. Be More Aboũt Bob
Me
Bob
1:3

75. Enoũgh
aboũt
Bob

76. wiifm?

77. Diversify

78. Diversify

79. Amplify

80. Amplify

81. Amplify

82. Amplify

83. 80
60 100
Accelerate 40 120
20 140
MPH

84. 80
60 100
Accelerate 40 120
20 140
MPH

85. 80
60 100
Accelerate 40 120
20 140
MPH

86. Two Sentence
Qũestion Time

87. Yoũr peers will try to stop
yoũ becaũse they fear
yoũ'’ll change better than
they can.
Matt Homann

88. Thanks!

89. write me: matt@lexthink.com
read me: nonbillablehoũr.com
tweet me: @matthomann