This document discusses building relationships on websites through personalization. It outlines how registration allows lifting the veil of anonymity to connect with visitors. Personalization extends CRMs to websites by offering profile creation, recommendations based on interests, and connecting visitors to contacts. Tracking activity through CRMs and ERMs then allows measuring relationships and the success of content, events and other online activities.

1. Building Relationships on the WebKalev PeeknaWeb Strategy Manager

2. History of Legal Websites

3. So there’s this thing called the World Wide Webs….It starts in the 1990s

4. Let’s put a small ‘i’ in front. No, wait, a small ‘e’!Where does the floppy go?We should call ourselves CyberfirmCan we get it in cornflower blue?Total ChaosCan that guy get me a web?“Under Construction”Look! I can make the text flash!

5. Marketing & IT quickly step in19961998

6. By 2000Introduction of CMS driven sites, including Hubbard One’s dedicated legal platform.

7. The Web meets DataWeb Content

8. 2000-2004: Extending the data platformWeb ContentMini-sitesIntranetsPitchesExtranets

9. Data provides valueData-driven web sites provided huge advantages that are simply assumed today:Immediate updates

10. Content editing by non-technical resources

11. Information re-use and re-deployment

12. Integration into the law firm data ecosystemBy 2005Web technology advances to include new forms of content, distribution, and access

14. Web 2.0 was hard to define because it wasn’t really one thing.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.

15. Web 2.0DataTechnologyEngagementThanks 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.

16. 2008Recession

17. The BD TurnTechnology 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. Within professional services, the disciplines of Business Development (already trending strongly) received new emphasis.

18. So what’s next? DataTechnology?Chaos

19. People.The Internet is made of People.

20. Connecting with People

21. What people?Anonymity is woven into the fabric of the internet. 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.

22. Lifting the veil of anonymityInfluenced by the perspective of Business Development, firms are looking for new and better ways to ensure a connection with site visitors.Fundamentally, this means breaking the veil of anonymity and reaching out to establish a relationship with the visitor.

23. PersonalizationWebEstablishing a relationshipBuilding a relationship on a website requires attention to key activities and communication. To be successful, these activities must be bi-directional.Web

24. Traditional challenges to breaking anonymity

25. New investments in WebWhich applications do you plan to integrate with your Web content-management system?Source: Forrester, Web Content Management for Online Customer Experience, Q3 2011

26. New investments in WebWhich of the following does your organization deploy, or plan to deploy in the next 12 months?Source: Forrester, Web Content Management for Online Customer Experience, Q3 2011

27. Naming the trend

28. Examples: The usual suspects

29. AccentureAccenture’s login doesn’t get you access to more content – all content is public – but it does get you personalized recommendations and alerts.

30. AccentureThe profile page is simple and uncomplicated. It’s not positioned as a way to gather information about you – avoiding the creepiness factor. Instead is presented as a way to help refine the recommendation tools.

31. AccentureRecommendations are offered as soon as your profile is complete.They are refined as your activity reveals more of your interests.

32. AccentureIn addition to recommendations, registration gets you access to key tools that improve the usability of the site.

33. IBMIBM 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.Personalization is a key enhancement available as part of this transition.

34. IBMRegistration is kept as simple as possible. Like Accenture, IBM avoids the creepiness factor by not asking for any information beyond what is needed to drive recommendations and alerts.

35. IBMOnce registered, you get access to the entire “MyIBM” section, including:InterestsCommunity forumsTargeted supportSubscriptions

36. No matter what you call it, building a relationship with your site visitors means:Looking at your site from the perspective of Business Development

37. Adding personalization tools to provide more targeted and relevant content

38. Bringing together your CRM and communications strategiesWhy Personalization for Law Firms?

39. Legal Business Acquisition ProcessDespite 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:Connect with clients earlier in the process.Build a relationship over multiple points of contact.Coordinate off-site BD activities with your site communications.

40. Rethinking the role of your siteMarketing Communications ToolsWebsite

41. Blogs

42. Print Collateral

43. Social Media

44. Email Marketing

45. EventsBusiness DevelopmentToolsCRM

46. ERM

47. Competitive Intelligence

48. Pitch Automation

49. Matter / Experience ManagementPersonalization extends your CRM to the WebCRMBlogsERMSocialMediaWebPitchingEventsMatter ManagementPrint

50. Mutual Benefits from Personalization

51. Scenarios

53. The ChallengeExtend the Hubbard + Wells site by adding new personalization and CRM/ERM featuresEnhance, but don’t disrupt the existing site design or information architectureDesign modular features that can be implemented independently or part of a larger project

54. Personalization Scenarios

55. Passive IdentificationIP scanningHistory trackingActive IdentificationLogin / RegisterIdentification OptionsDifficult

56. Imprecise

57. “Creepy”

58. Increasingly illegal

59. Accurate

60. More common and accepted

61. “Opt-in” nature avoids regulatory challengesRegistration is a transactionThe 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.

63. Identification: Registration Offer

66. Identification Step 1: Signing UpKeep your signup as simple as possible. Only collect information that is needed, especially on the first screen.

67. Identification Step 2: ProfileAvoid the feeling that you are mining for personal data. Focus the profile on their interests, not on their identities.

68. Identification Step 3: AcknowledgingAcknowledging a visitor is the critical first step to building a relationship.Offered tools and information are presented clearly, consistently, and globally.