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Similaire à Manzama lma - 9-26-12
Similaire à Manzama lma - 9-26-12 (20)
Manzama lma - 9-26-12
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- 2. A Business Case For New Media – Serving Up Content (Manzama™) September 28th, 2012 Law Marketing Association, Southern CA Chapter Peter Ozolin, CEO Manzama, Inc.
- 4. Social Intelligence • Bees cannot talk. • Maintain communication through dances, vibrations, and body chemical signals. • Identify a food source’s distance and abundance, competitive threats & environments most suitable for hive (done each year)
- 5. Roles in social framework Maintain social harmony w/in colony
- 6. Conclusions – honey bees & social learning • Honey Bee Life Cycle, depends greatly on social structure. • Very adept at social learning. • Studies suggest they develop a cognitive map. • Learning is essential for efficient foraging.
- 7. Three remaining questions 1. Are we as adept as the honey bee when it comes to social learning? 2. What is content’s role in the case for new media ? 3. How can we benefit from social listening and content analysis?
- 8. 1. Are we as adept as the honey bee when it comes to social learning? • Identify food source’s distance (Who should we target? Is there any low hanging fruit here?) and abundance (there’s work there now, but how about the future?), competitive threats (are any of our peers already there, if so, in what capacity?) & environments most suitable for hive (does this align with the overall vision of the firm and new growth opportunities?). • Produce content and maintain social relations (Blogger Bee) • Maintain communication through dances, vibrations, and body chemical signals : basically, engage with clients and prospects in a manner where personal relationships can be fostered.
- 9. 2. What is content’s role in the case for new media ?
- 10. Social Media = New Sources = New Challenges • Traditional Media • New Media – National & Regional Press – Blogs – Industry Press • Traditional Media, Law Firm – Press Releases Branded Practice • Corporate, Law Firms, Industry Specific, Individual Associations bloggers, etc. – Facebook, Twitter, LinkedIn – Internet only publications • Distinctions are blurring • Means of publication becoming less relevant • Emerging benchmarks – Relevance, speed of publication, number of followers, perceived as thought leaders – Can we anticipate a legal need (risk or opportunity) and bring to attention of client(s).
- 11. Conclusion: better understanding of content will help drive strategy
- 12. And, we’ll be more adept at: • Client Monitoring • Marketing • Competitive Benchmarking • Content Positioning • Stay current with developing • Lead generation, opportunity issues in their practice areas to connect with clients industries • Scale our people • Analyzing Trends and getting • Organizing BI Practices ahead of issues. • Legal Research 12
- 13. 3. How can we benefit from social listening and “serving” up content?
- 14. Changing The Standards of BI…
- 15. Traditional Approach Micromarket Strategy Data Management Sales collects customer data from internal sources Sales combines very large databases of internal and (CRM, billing, customer service databases, external data such as demographics, social media experience management systems) chatter, and competitive intensity. Data are updated and analyzed quarterly or semi- Data are updated and analyzed monthly, weekly annually and daily. Outside analysts provide tools, advice and Data collection and analytics are done by in-house statistical services experts. Resource Allocation Sales coverage is defined by large regions and Sales coverage is segmented into dozens or territories hundreds of micromarkets. Sales resources are allocated according to a Resources are deployed at the micromarket level region’s historical performance accordingly to expected future opportunity. Performance Management Rep (and channel partner) performance is assessed Performance is assessed relative to the opportunity relative to other reps (and other channel partners) within the micromarkets. Collaboration Sales, marketing, and other departments are siloed Sales, marketing, strategy, customer service, and other functions are collaborative.
- 16. Examples
- 17. Market Awareness – strong as you perceive?
- 18. Positioning Article Count in Manzama =
- 19. Parting Thoughts… Conclusion – new media demands new approaches to both learn and interact. “Learning would be exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their own actions to inform them what to do. Fortunately, most human behavior is learned observationally through modeling: from observing others one forms an idea of how new behaviors are performed, and on later occasions this coded information serves as a guide for action." -Albert Bandura, Social Learning Theory, 1977
Notes de l'éditeur
- Exciting subject –right? What’s content’s role in new media (I should have worked on a more intriguing title)To make a case for serving content, one needs to understand social behaviours and in some for “social intelligence, otherwise, folks will say “what’s the point?”Given this, I’d rather talk to you about Bees, in order to understand contents role, I think we need to take a step back and understand “social learning” and “social behaviour”
- 1. I did a report on Bees in the 8th grade….
- 1. I am pretty sure most people know this, but there is a small group of bee enthusiast that suggest otherwise, but they are mostly frowned upon
- Drones – mating role, not surprisingly little else.Another role that has come to light to bee enthusiast – “blogger”
- We know we need “to do” social media, but how do we measure, anaylze and turn data into intelligence.
- Part of contents role is to engage, share and connect; Analyze or forage , just like the Bee
- If all you are doing is serving up content in traditional media, then you are missing the point.
- Maybe “serving up content” is not such a bad title after all.Better Understanding = helps you understand what to serve up
- Content is where you find the answers to targeting, prospecting, intelligence, etc.
- 1.InformationDemocracy – people decide what gets disseminated and published. “Thomas Jefferson – Information is the currency of democracy. People are looking at what you do and deciding the “importance” of what you do instantly. 2. By serving up content when needed, you have the potential of influencing behaviour – some of that is finding content, but it’s also in sharing it, we are a part of the ecosystem.; Forget Ad placements in Managing Partner – not saying not helpful, but those that are interested in what’s transpiring in certain areas of law, related to certain issues, etc. They are getting engaged and “learning” as part of the framework of social learning.
- Align with where the world is going in terms of skill of focusing on microstrategies – another general purpose labor employment blog doesnot do the trick.How Corporate America is looking at new opportunities -- so should law firms: a. internal / external data; b. we know in-house counsel read blogs, Green Target Study this past year that indicated that GCs prefer firm branded blogs OVER other editorial sources (hence the 114% increase in new blogs by AMLAW 200 last year).# 2. Duke, strategy w/in the strategy – they don’t just run at “renewable energy” but choose a microstrategy (wind) and are looking for who are the experts that can help drive their decisions.
- Content is where you find the answers to targeting, prospecting, intelligence, etc.
- Lots of mentions in blogs, even though the firm does not itself have any blogs. However, I learned that this is changing.
- Well, if you can’t see that, guess I need to practice my 15 minute pitch. I certainly don’t have all the answers, but I do know that much.As we engage in new media – that’s really what’s all about: different ways to understand, interact and identify with our clients, partners of folks of interest.Have a good day – and remember “Listen, Analyze & Act”