helen burness - digital experience human experience

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your external in-house adviser

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The Digital Experience and the Human Experience

Helen Burness

Head of Business Development and Marketing

@HBurness

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Confessions of a legal marketeer

The Digital Experience and the Human Experience, October 2015

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Today’s aims


• Back to basics

• Simplify the vast world of digital and social media

• Remind you what is at the end of every digital interaction (a person)

• Provide an insight into how a smaller, agile business has harnessed the

power of digital and social media

• Provide support and inspiration on how to be digitally creative on a more

limited budget

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Back to basics


“The digital experience is a customer experience”

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• Dynamic, diverse leadership team who wanted a voice

• Senior in-house lawyers from businesses including Amazon, Accenture,

Ericsson

• Great story of Halebury inception, evolution, model

• Senior lawyers, GCs and HoL’s who could provide insight and thought

leadership

• WBE and EMB = genuine passion for wider issues that affect the legal

industry

• Lean operation, no partnership structure, decisions pushed through quickly

• Lawyers empowered and encouraged to raise profile on individual level

• Small, agile business

• Responsive culture

Halebury: our digital journey

5

PEOPLE

CONTENT

AGILITY


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• Shop window; individual pitch to market

• Highly optimised

• Ability to network and do BD on virtual basis person to person

• Position lawyers as specialists in their area

• Between a team of 32 lawyers, over 10,000 contacts largely in-house legal

• Every lawyer trained on LinkedIn at onboarding

• Primary BD platform, used to launch as consultant

• Content shared via both corporate presence and individual lawyers

• Anecdotal rather than hard metrics

• New instructions from existing clients

• Client approaches by new clients

• Approaches by industry experts, conference organisers, journalists

People-led platforms: LinkedIn

7

BENEFITS

SUCCESSES

ROI


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People-led platforms: LinkedIn

8The Digital Experience and the Human Experience, October 2015

• 296 million users

• Covers all bases: profile, BD, networking, knowledge-sharing, publishing

via Pulse

• 60% of lawyers have used LinkedIn professionally in the past week

• 37% have used it in the past 24 hours

• Higher than the number of lawyers on FaceBook, Twitter and YouTube

combined

Do not underestimate the power of LinkedIn

Stats from survey carried our by John Corey, President and Co-founders of communications firm Greentarget

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People-led platforms: Twitter


• Helped shape our voice in the legal industry

• Be part of the conversation

• Cultivate 1:1 relationships which led to business opportunities

• Be present in the UK market from US base

• Platform for informal engagement

• Be active part of in-house community and NewLaw market

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People-led platforms: Twitter


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The SocialHuman Lawyer


“The rate of acceptance in this Digital Age

in embracing technology, AI and robotics

and the transition towards AI and the

Robotic Age may vary incrementally across

jurisdictions, nations, cultures and

individuals, but one thing will remain

constant: the human spirit. Our human

spirit will differentiate man from machine, in

whatever guise.”

Chrissie Lightfoot

@entrepreneurlaw

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• A voice

• Original content

• Thought-leadership backed up by research and insight

• Stories to connect with and be inspired by

• Other people’s views

• Documented content strategy

• Resonate with In-house legal teams, General Counsel, HR professionals,

business owners, C Suite Executives, diversity champions

Blog now (or forever hold your peace)

14

WE WANTED

OUR AUDIENCE

WANTED

WE CREATED


AGENDA

• Wide commercial agenda with authentic content

• GC Interviews; Female Founders for IWD; agile working and flexible business

models; diversity; career management and mentoring for in-house lawyers

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Blog now (or forever hold your peace)

15The Digital Experience and the Human Experience, October 2015

“Content is every part of the marketing mix. Purposeful marketing is about

engaging with our customers in a meaningful, relevant and inspiring ways.

Marketing is shifting from talking at people and focusing on transitions to

engaging with people, building meaningful, lifelong and personalised

relationships. This is the era of engagement marketing.”

Heidi Taylor

@TaylorMadeInKew

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Halebury: our digital journey


• Rapid business expansion: 52% in 2014

• Recruitment: 16 senior in-house lawyers in 2014/2015

• Panel appointments: BT alternative providers panel; Barclays Legal

Contractors Panel

• Clients: Expedia, HSBC, Virgin Media, BSkyB

• Now working with PR agency, SEO agency, investing in new social

media tools such as Passle

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1: Be a conversationalist


Learn how to talk

Build relationships

Engage and listen

Role of listening

Establish good tone of voice

Learn how to make your personality stand out

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2: Be authentic


Don’t try and be something you’re not

Connect with people on an emotional level

Write and share what you are passionate

about

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3: Be relevant


Don’t be random

The difference between being heard and

remembered or dismissed and forgotten

Keep your finger on the pulse

Navigate the changing currents of conversation

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Food for thought

20

“The most interesting challenge that marketers now face is not how to best

tackle specific social media platforms or how best to leverage the

technologies we have, but how best to be as human as possible on the

web. As funny as it is, it is easy to forget how to be a human. We're so

driven by data that we often overlook the human aspect of marketing and

business. It's crucial that we begin this process of delivering of real, human

experiences on the web. Otherwise, we may not face a world in which

machines replicate humanity, but where humanity replicates machines.

Now that is a scary thought.”

Danny Chan

@dannyc_c

Huffington Post


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JUST BE HUMAN

THANK YOU FOR LISTENING

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London

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