The first NYLMA luncheon program of 2016 picked up on a hot topic from 2015 and previous years: Integrating Digital Marketing & Your Firm's Business Development Strategies.The sold-out event, hosted by Allen & Overy on January 27, focused on the fundamentals of building a successful business development strategy using digital marketing.
The diverse panel, which covered the full spectrum of the digital universe, included:
- Guy Alvarez, Founder and CEO, Good2BSocial
- Kate Boyd, VP Americas Marketing & Client Services, HighQ (past Director of Marketing Technology at White & Case)
- Susan Chan, Manager, Experience Delivery, Deloitte Services LP
- Daryl Drabinsky, Digital Communications Leader, DLA Piper
- Yolanda Cartusciello, who recently moved to Bernero & Press LLC from Debevoise, pinch hit at the last minute as the program moderator.
Some of the key points made by the panel:
- A digital marketing strategy should not be separate. It should be a given part of an overall marketing strategy (Guy Alvarez).
- Use a pilot program to launch digital marketing at your organization (Daryl Drabinksy).
- The biggest challenge is getting people involved at the very start (Susan Chan).
- Educate your firm and colleagues about the platforms, process and impact of digital marketing. Make them comfortable with the tools. (Kate Boyd).
- Law firms continue to evolve digitally, from having a website with little substance to a website serving as an online brochure to social media to incorporating all digital tools. (Yolanda Cartusciello).
- How do you take the digital experience and have it make money for your organization? (Kate Boyd).
- Determine what your goals are, what you want to accomplish and what you want with an internal consensus before proceeding (Susan Chan).
- Make the digital experience consistent across the board (Guy Alvarez).
- Getting to 2.0 is past the point of just thinking about going digital (Daryl Drabinsky).
- Make content more palatable (Yolanda Cartusciello).
- Bring tech people into the conversation early (Kate Boyd).
- Microsites can be valuable digital tools when used appropriately (Daryl Drabinsky).
- Write more content for mobile applications; make sure the design is responsive and carries through on all devices (Susan Chan).
- Have a plan and stick to the plan and don’t neglect it (Guy Alvarez).
- Push awareness to get more visitors (Yolanda Cartusciello).
You can follow the entire Jan. 27 Digital Marketing program on Twitter using the hashtag #NYLMA0116.
For more photos of the luncheon - CLICK HERE