Building Relationships through the Web


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  • Among law firms, it’s practically total chaos
  • Web 2.0 created free-range data
  • Introduce the notion of personalization – that is how these relationships get built.
  • Building Relationships through the Web

    1. 1. Building Relationships on the Web<br />Kalev Peekna<br />Web Strategy Manager<br />
    2. 2. History of Legal Websites<br />
    3. 3. So there’s this thing called the World Wide Webs….<br />It starts in the 1990s<br />
    4. 4. Let’s put a small ‘i’ in front. No, wait, a small ‘e’!<br />Where does the floppy go?<br />We should call ourselves Cyberfirm<br />Can we get it in cornflower blue?<br />Total Chaos<br />Can that guy get me a web?<br />“Under Construction”<br />Look! I can make the text flash!<br />
    5. 5. Marketing & IT quickly step in<br />1996<br />1998<br />
    6. 6. By 2000<br />Introduction of CMS driven sites, including Hubbard One’s dedicated legal platform.<br />
    7. 7. The Web meets Data<br />Web Content<br />
    8. 8. 2000-2004: Extending the data platform<br />Web Content<br />Mini-sites<br />Intranets<br />Pitches<br />Extranets<br />
    9. 9. Data provides value<br />Data-driven web sites provided huge advantages that are simply assumed today:<br /><ul><li>Immediate updates
    10. 10. Content editing by non-technical resources
    11. 11. Information re-use and re-deployment
    12. 12. Integration into the law firm data ecosystem</li></li></ul><li>By 2005<br />Web technology advances to include new forms of content, distribution, and access<br />
    13. 13.
    14. 14. Web 2.0 was hard to define because it wasn’t really one thing.<br />At its heart, Web 2.0 was a constellation of technologiesthat extended data and how itis presented. More importantly, Web 2.0 made data actionable.<br />
    15. 15. Web 2.0<br />Data<br />Technology<br />Engagement<br />Thanks to “Web 2.0” technologies, we can now do more than just consume information on the internet. We can now do things with the information we discover.<br />
    16. 16. 2008<br />Recession<br /><br />
    17. 17. The BD Turn<br />Technology investment became not only more controlled during the recession, but also took a new direction. Organizations of all types quickly realized that survival meant shifting effort to problems of revenue retention and current client development. <br />Within professional services, the disciplines of Business Development (already trending strongly) received new emphasis. <br />
    18. 18. So what’s next? <br />Data<br />Technology<br /><br />?<br />Chaos<br />
    19. 19. People.<br />The Internet is made of People.<br />
    20. 20. Connecting with People<br />
    21. 21. What people?<br />Anonymity is woven into the fabric of the internet. <br />Technically, it’s one of the very reasons the Internet works so well. Tracking only information, and not who requests it, adds simplicity and robustness.<br />
    22. 22. Lifting the veil of anonymity<br />Influenced by the perspective of Business Development, firms are looking for new and better ways to ensure a connection with site visitors.<br />Fundamentally, this means breaking the veil of anonymity and reaching out to establish a relationship with the visitor.<br />
    23. 23. Personalization<br />Web<br />Establishing a relationship<br />Building a relationship on a website requires attention to key activities and communication. To be successful, these activities must be bi-directional.<br />Web<br />
    24. 24. Traditional challenges to breaking anonymity<br />
    25. 25. New investments in Web<br />Which applications do you plan to integrate with your Web content-management system?<br />Source: Forrester, Web Content Management for Online Customer Experience, Q3 2011 <br />
    26. 26. New investments in Web<br />Which of the following does your organization deploy, or plan to deploy in the next 12 months?<br />Source: Forrester, Web Content Management for Online Customer Experience, Q3 2011 <br />
    27. 27. Naming the trend<br />
    28. 28. Examples: The usual suspects<br />
    29. 29. Accenture<br />Accenture’s login doesn’t get you access to more content – all content is public – but it does get you personalized recommendations and alerts. <br />
    30. 30. Accenture<br />The profile page is simple and uncomplicated. <br />It’s not positioned as a way to gather information about you – avoiding the creepiness factor. <br />Instead is presented as a way to help refine the recommendation tools.<br />
    31. 31. Accenture<br />Recommendations are offered as soon as your profile is complete.<br />They are refined as your activity reveals more of your interests.<br />
    32. 32. Accenture<br />In addition to recommendations, registration gets you access to key tools that improve the usability of the site. <br />
    33. 33. IBM<br />IBM is engaged in a long-term transition away from a business based on hardware and B2C transactions, towards a software and business services firm for the B2B market.<br />Personalization is a key enhancement available as part of this transition.<br />
    34. 34. IBM<br />Registration is kept as simple as possible. <br />Like Accenture, IBM avoids the creepiness factor by not asking for any information beyond what is needed to drive recommendations and alerts.<br />
    35. 35. IBM<br />Once registered, you get access to the entire “MyIBM” section, including:<br />Interests<br />Community forums<br />Targeted support<br />Subscriptions<br />
    36. 36. No matter what you call it, building a relationship with your site visitors means:<br /><ul><li>Looking at your site from the perspective of Business Development
    37. 37. Adding personalization tools to provide more targeted and relevant content
    38. 38. Bringing together your CRM and communications strategies</li></li></ul><li>Why Personalization for Law Firms?<br />
    39. 39. Legal Business Acquisition Process<br />Despite continued efforts, most website communications focus on the last part of the acquisition process. At this point, it’s often too late. Taking a BD focus helps your firm:<br />Connect with clients earlier in the process.<br />Build a relationship over multiple points of contact.<br />Coordinate off-site BD activities with your site communications.<br />
    40. 40. Rethinking the role of your site<br />Marketing Communications Tools<br /><ul><li>Website
    41. 41. Blogs
    42. 42. Print Collateral
    43. 43. Social Media
    44. 44. Email Marketing
    45. 45. Events</li></ul>Business Development<br />Tools<br /><ul><li>CRM
    46. 46. ERM
    47. 47. Competitive Intelligence
    48. 48. Pitch Automation
    49. 49. Matter / Experience Management</li></li></ul><li>Personalization extends your CRM to the Web<br />CRM<br />Blogs<br />ERM<br />SocialMedia<br />Web<br />Pitching<br />Events<br />Matter Management<br />Print<br />
    50. 50. Mutual Benefits from Personalization<br />
    51. 51. Scenarios<br />
    52. 52.
    53. 53. The Challenge<br />Extend the Hubbard + Wells site by adding new personalization and CRM/ERM features<br />Enhance, but don’t disrupt the existing site design or information architecture<br />Design modular features that can be implemented independently or part of a larger project<br />
    54. 54. Personalization Scenarios<br />
    55. 55. Passive Identification<br />IP scanning<br />History tracking<br />Active Identification<br />Login / Register<br />Identification Options<br /><ul><li>Difficult
    56. 56. Imprecise
    57. 57. “Creepy”
    58. 58. Increasingly illegal
    59. 59. Accurate
    60. 60. More common and accepted
    61. 61. “Opt-in” nature avoids regulatory challenges</li></li></ul><li>Registration is a transaction<br />The key to ensuring participation is recognizing that Anonymity has value. In return for surrendering their anonymity, visitors expect something of value in return. Your registration process should be thought of as a transaction.<br />
    62. 62.
    63. 63. Identification: Registration Offer<br />
    64. 64.
    65. 65.
    66. 66. Identification Step 1: Signing Up<br />Keep your signup as simple as possible. Only collect information that is needed, especially on the first screen.<br />
    67. 67. Identification Step 2: Profile<br />Avoid the feeling that you are mining for personal data. Focus the profile on their interests, not on their identities.<br />
    68. 68. Identification Step 3: Acknowledging<br />Acknowledging a visitor is the critical first step to building a relationship.<br />Offered tools and information are presented clearly, consistently, and globally. <br />
    69. 69. Responding: Connecting with People<br />By integrating with an ERM solution or a social network like LinkedIn, you can easily show visitors their top contacts.<br />For existing clients, it adds usability. For prospective clients, it demonstrates that you already have a relationship.<br />
    70. 70. Responding: Recommendations<br />Sophisticated recommendation engines can pull information based on visitor history and activity on the site. If a site has a built-in taxonomy (or system of content categorization) then you can make recommendations based on simpler connections. Thankfully, almost all law firms categorize content based on:<br />
    71. 71. Responding: Recommendations Landing Page<br />Recommendations are another kind of navigation tool on your site. Like menus or search, the job of recommendations is to get let your clients take the easier path to new information.<br />A consolidated Recommendations page can be part of the profile, or even integrated into the site search.<br />
    72. 72. Responding: Recommendations In-Page<br />When embedded in a page, recommendations build “narrative navigation” by allowing clients to explore a topic link by link. <br />
    73. 73. Responding: Recent Searches & Recommendations<br />Options include:<br />Synonyms<br />Best Bets<br />Recent Searches<br />Recommendations<br />
    74. 74. Responding: Streamlined registrations<br />Most sites inflict a lengthy and cumbersome registration process on site visitors. Usually, visitors must complete long forms every time they register.<br />With personalization, you can greatly improve the subscription process for:<br />Events<br />Publications<br />
    75. 75. Responding: Tracking Events<br />Returning visitors can easily reference or revise their existing registrations<br />
    76. 76. Responding: Custom RSS<br />A custom RSS tool sustains the flow of content (and the relationship) after the visitor leaves the site.<br />
    77. 77. Responding: Binder / Saved Pages<br />Personalization increases the usability of the binder, and makes it easier to track usage.<br />
    78. 78. We could go further<br />Once you know who is on the other side of your website, the opportunities to connect are almost endless. Some recent ideas include:<br />Extending ERM/CRM to mobile presence<br />Simplified sharing for preferred social networks<br />Commenting & recommendation tools<br />Single access point & login for multiple web presences:<br />Main website<br />Client extranet<br />Mini-site / Blogs<br />Alumni site<br />Feeding recommended content to extranets, blogs, and mini-sites.<br />
    79. 79. Measuring: Tracking Activity<br />In the anonymous web, traffic information has significant limits. We know how many people are coming to a page, but we don’t know who they are or what they are doing.<br />With a website that has integrated personalization and CRM features, you can finally make connections between visits and people.<br />
    80. 80. Measuring: Tracking in CRM<br />Personalization allows you to incorporate site activity into your CRM platform.<br />
    81. 81. Measuring: ERM<br />The potential exists for feeding site behavior into ERM as well. In addition to activities like email, telephone, and billing, ERMS systems could measure relationships according to:<br />Site visits<br />Registrations<br />Events<br />
    82. 82. Measuring<br />How do you measure the success of an event?<br />Attendance<br />Site Visits<br />(Attendees vs Public)<br />ERM / Email Follow-up<br />Materials Download<br />(Attendees vs Public)<br />Video Views<br />(Attendees vs Public)<br />Subscriptions<br />(Attendees vs Public)<br />
    83. 83. Getting back to Data<br />
    84. 84. Questions?<br />