Ala presentation 1.16.14


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Brand 3.0
Marketing in the Age of Convergence
(Richmond ALA)

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Ala presentation 1.16.14

  1. 1. BRAND 4.0 Marketing your law firm in the Age of Convergence January 16th, 2014 Dave Saunders Chief Idea Officer, Madison+Main
  2. 2. Web 1.0 to 4.0 • • • • • • • Where have we been? 1.0 What’s Convergence? 4.0 Where are we now? 2.0 What’s next? 3.0 What kind of brand are you? 1, 2 or 3? 5 Social Media Strategies for law firms 7 Steps toward Brand 3.0
  3. 3. The web for me, since VCU Top Gun Was Tops At The Box Office 1987 “Walk Like An Egyptian” Topped The Charts Dynasty Was The Top Rated TV Show Pizza Hut Was First Company To Use Web for Ads There Were 15,000 Cell Phones in the United States
  4. 4. 1987 I was at VCU I didn’t have a cell phone, but I did eat lots of Pizza Hut I owned parachute pants I idolized MC Hammer Picture courtesy of Mark East, high school friend from Facebook.
  5. 5. 2013 80% of Companies Use Social Media 6.8 Billion People Have Mobile Phones Facebook has 1.2 Billion Users Miley Cyrus Tops The Charts American Idol Is Top Rated TV Show
  6. 6. …and 25 years later, I got to meet MC Hammer Picture courtesy of MC Hammer, from Twitter.
  7. 7. From PC to 4.0
  8. 8. What is convergence? The literal definition of convergence is “the act of moving toward union or uniformity.” governments, politics, trade, markets, currencies, communications, media, transportation, logistics, energy, education, healthcare, manufacturing, professional services, supply chain, technology, research, tourism, banking, non-profits, wholesale, retail, military, hospitality, aviation, utilities, mining, agriculture, etc.
  9. 9. Where are we now? •Fortune 2500 companies now average more than 50% of marketing spend digital. •The average web user spends 3.5 minutes on •The average web user spends 35 minutes using Facebook. •63% of the US population watches online video. •The average web user spent 23.2 hours watching videos online. (approximately 45 minutes a day) •We’re in the process of leaving web 2.0 and moving into 3.0
  10. 10. Where are we now? •7.1 Billion people in the world •6.8 Billion cell phones •4.5 Billion people have toilets •2.4 Billion people on the Internet
  11. 11. What’s next? 3.0
  12. 12. Here’s what 3.0 looks like: 1. Physical and digital world becomes more highly connected. (Geo-location) 2. Our perception of reality will be altered by technology. (Augmented Reality) 3. Web users will have more rights and less privacy. (Government v. Google) 4. Human relationships will become more dependent on digital communications. (Mobile) 5. In the future, we won’t search for information. It will find us. (Semantic Web) 6. We, as consumers and citizens, will become less passive and more engaged. (Hyperlocal and “Buy Local”) 7. Everything will be connected on one platform. (?)
  13. 13. What does 4.0 look like? Robots… I’m not kidding.
  14. 14. Robots • Amazon – delivery drones • Boston Dynamics – robocops • Google – robot cars • SRI – intelligent agents (AI) • Mazor Robotics – surgery
  15. 15. What Kind of Brand Are You? There are only 3 kinds of Brands. 1.Brands you know and love. 2.Brands you know, but don’t love. 3.Brands you never heard of.
  16. 16. What Kind of Brand Are You? • 1) • 2) • 3)
  17. 17. The 7 P’s of Marketing These are the old 4 P’s of marketing (explicit): •Product •Price •Place •Promotion These are the new 3 P’s (implicit): •People •Process •Physical Evidence
  18. 18. 5 Strategies for Marketing in the Age of Convergence 1. 2. 3. 4. 5. Awareness Building Proactive Customer Service Influence/Positioning Customer Engagement Optimization (SEO, SMO, Mobile)
  19. 19. 7 Steps Towards Brand 3.0 I. Build a better brand II. Get a better website III. Stake your claim on the web IV. Get Interactive (allow collaboration & access to web) V. Create multi-media content VI. Go mobile VII. People, Process or Physical Evidence (pick one)
  20. 20. Call me. (877) MAD-MAIN Email me. DavidS@ Read my blog.
  21. 21. Tweet me. @madmain or Google me.