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

1. BRAND 4.0
Marketing your law firm in the
Age of Convergence
January 16th, 2014
Dave Saunders
Chief Idea Officer, Madison+Main

2. Web 1.0 to 4.0
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•
•
•
•
•
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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. 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. 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. 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. …and 25 years later, I got to meet MC Hammer
Picture courtesy of MC Hammer, from Twitter.

7. From PC to 4.0

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. 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 CNN.com.
•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. 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. What’s next?
3.0

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. What does 4.0 look like?
Robots…
I’m not kidding.

14. Robots
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Amazon – delivery drones
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Boston Dynamics – robocops
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Google – robot cars
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SRI – intelligent agents (AI)
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Mazor Robotics – surgery

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. What Kind of Brand Are You?
•
1)
•
2)
•
3)

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. 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. 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. Call me.
(877) MAD-MAIN
Email me.
DavidS@ madisonmain.com
Read my blog.
www.madmain.com

21. Tweet me.
@madmain
or Google me.