Friday, September 16, 2016

Build Organizational Empathy Through Personas

Empathy: the ability to understand and share the feelings for another

Is your business empathic? If like me, you’ve read Joel Bakan’s 2003 book The Corporation, you may have a bleak perspective on the answer to that question. In his book, Bakan lays out a very compelling case that corporations are, by their very nature, psychopathic. So, can a business truly be empathic?

Yes it can. And it starts with fully understanding your customer by moving from a set of demographic data to a fully fleshed-out archetype with hopes, fears, and motivations.

Look at wildly successful companies such as Apple, Google and Audi; they are in the empathy market. They understand and anticipate their customer’s needs, sometimes before their customers know what they are. Empathy is also profitable. You can draw a straight line from empathy to the bottom line. If you’re curious, Lady Geek publishes an annual empathy index. Check out the 2015 list here.

Your business or product exists to fill a fundamental gap – something that your customer needs to be or do better. Our universal tendency is to get wrapped up in a list of our product’s features; what we should focus on are the problems we solve for our clients.

A mainstay of today’s marketing machine, personas are something you’ve probably read about; you may have even started your own. I like Tony Zambito’s definition of personas from more than a decade ago:

Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, where they buy, when buyers decide to buy, and why they make buying decisions.

However, it’s one thing to understand what personas are and quite another to create and refine them over time. What’s important is that if you haven’t given them your attention you start, now. They provide your company with a focus for empathic decision making. Here’s a very simple recipe for creating a buyer persona.

1. Define or narrow down your focus. Most businesses have more than one persona. Instead of trying to figure out how many personas you need at this stage, approach this exercise from the standpoint of a particular problem or priority area, vertical or product offering in your mix.

2. Gather qualitative feedback. Often people assume that this will be the most difficult information to pull together. What many fail to realize is that you already have a treasure trove of firsthand information about your clients at your disposal. Pull together cross-disciplinary feedback from across your organization. Find out what sorts of questions your sales or customer service teams get asked again and again. And yes, you may want to engage in one-on-one customer interviews.

3. Gather quantitative data. Pull marketing and website analytics, CRM data, sales pipeline data, industry data, any data to help you fill in the picture of who your clients are. If you don’t have a lot of data at this point, don’t get discouraged. If you are missing big chunks of insight into who your customers are, then aim to find a way to narrow that gap.

4. Start filling in the picture. HubSpot has created a great road map of 20 questions to ask when generating a persona. Here is HubSpot’s step-by-step online tool, if you want a guided exercise. For a B2B persona, you want to step into that person’s shoes in a given role at a company. Instead of Mary, the individual, you’ll be creating a picture of Mary, the law firm IT director, or Bob, the paralegal.   However, if you find that personal details and information about who they are outside of work are relevant, by all means, include those too.

5. Refine, refine, refine. Personas are living, breathing organisms. They are never done. The idea is to create the beginning of your ideal customer’s story and then optimize this story over time with more qualitative and quantitative data.

Personas can help inform marketing tactics, messaging, website copy, the customer journey and even product decisions. While some companies get caught up in robot-like marketing around their personas, personas are simply meant to be one tool in your toolbox, a tool that helps drive a much better understanding of your clients across your organization.


About the author
Kim Tidwell is an account manager with Edge Legal Marketing. She has more than 15 years of experience with brand development, retail product development and both outbound and inbound marketing. In her spare time, she loves to run in Austin’s Hill Country, and enjoys cooking and yoga.


Tuesday, June 14, 2016

Barack Ferrazzano Selects iManage Cloud

Barack Ferrazzano Selects iManage Cloud for Work Product Management

 

Security and Mobility Key Drivers in Moving Firm to the Cloud

 

SAN FRANCISCO - Legaltech West Coast – June 14, 2016 – iManage today announced that Barack Ferrazzano Kirschbaum & Nagelberg LLP, a mid-sized law firm with offices in Chicago and Minneapolis, has selected iManage Cloud for work product management including document and email management, and collaboration. iManage Cloud enables Barack Ferrazzano to securely and easily access iManage’s leading work product management solutions with no additional on-premises IT infrastructure.

 

“Mobility and security go hand-in-hand when considering a move to the cloud,” said John Jelderks, director of IT at Barack Ferrazzano.  “Our attorneys work in a wide variety of locations, and secure access to their content is extremely important. With mobility, they can now be productive in and out of the office.  Soon, we will have the ability to get an email from a client, open it from a mobile device, make changes to it and save as a new version within iManage Work.  Functionality is the same inside the office or outside the office.”

 

“Data security is essential to every business, and it was a big motivator for moving to iManage Cloud,” continued Jelderks.  “Because iManage is managing the infrastructure, we know they will have teams of people in place to insure all security is up-to-date.”

 

iManage work product management is available as an on-premises installed product, as a cloud service in the iManage Cloud, or as a hybrid implementation with some information on-premises and some information in the cloud. This gives iManage clients ultimate freedom in deciding how to use cloud services based on their specific needs.

 

“The way people work is changing so it’s critical for law firms to give their attorneys and professionals access to client information anytime, anywhere – whether they are connected to the Internet or offline,” said Dan Carmel, chief marketing officer at iManage. “By deploying iManage Cloud, Barack Ferrazzano is able to provide its attorneys with innovative tools that enable them to provide more responsive service to their clients without compromising security.”

 

Visit iManage at Legaltech West Coast in booth #309.

 

About iManage

iManage is the leading provider of work product management solutions for legal, accounting and financial services firms and the corporate departments they serve worldwide. Every day iManage helps professionals streamline the creation, sharing, governance and security of their work product. Nearly 3,000 organizations around the world—including more than 1,800 law firms—rely on iManage to help them deliver great client work. Headquartered in Chicago, iManage is a management-owned company.

By Guest Blogger: iManage

UniCourt makes federal and state legal data more widely accessible, manageable, and insightful.

20 Million+ Federal & State Cases | 5 Million+ Crowd Sourced Documents
Search. Track. Manage. Analytics. Legal Data

UniCourt is a nationwide case research, tracking, management, and analytics platform that integrates court data from federal (PACER) and state courts into a single, cloud based application.  Our solution allows organizations to reduce costs, increase productivity, make data driven decisions, and identify marketing opportunities.


By leveraging big data methodologies to acquire, analyze, and correlate disparate legal data, UniCourt makes legal data more widely accessible, manageable, and insightful.

By Guest Blogger: UniCourt Inc.

Thursday, June 9, 2016

Dean Leung to Speak at Legaltech West Coast 2016

Dean Leung to Speak at Legaltech West Coast 2016

Former CIO at Holland & Knight and Current Chief Customer Success Officer at iManage to Speak on Emerging Legal Technology

 

WHAT:              Dean Leung, former CIO at Holland & Knight and Current Chief Customer Success Officer (CCSO) at iManage, will speak on the Legaltech West Coast 2016 panel entitled What's That? The Newest and Coolest in Legal Technology. Leung will be joined by fellow industry leaders from Prosperoware and Fish & Richardson P.C. Jim McKenna, Director, Infrastructure and Administrative Systems at Morrison & Foerster, LLP will serve as moderator.

The session will serve as an opportunity to discuss  emerging technologies over the next few years as well as predictions on the future of everything from the Internet of Things, the latest in Microsoft software, security problems/innovation and technology developments that will impact the legal industry.

WHO:             Leung’s primary focus at iManage is driving initiatives that further improve the customer experience and ROI by ensuring investments in the right technology. He has over 23 years of IT experience, most of which he has spent working with international law firms to drive efficiency, productivity and revenue generation through the use of technology.

Most previously, Dean was Chief Information Officer at Holland & Knight LLP. In his role as CIO of a Global 100 ranked, multinational firm, Dean specialized in aligning the business’ IT, and eDiscovery ecosystems with the strategic business drivers of the organization and implementing the resulting technology plan.

In recognition of his achievements, Dean was awarded the International Legal Technology Association’s (ILTA) Distinguished Peer Award for Infrastructure Technologies.

WHERE:        Legaltech West Coast 2016 will be held at the Hyatt Regency in San Francisco, CA.  iManage will be at booth #309.

WHEN:          Monday, June 13th from 10:30 -11:45 AM

 

 

About iManage

iManage is the leading provider of work product management solutions for legal, accounting and financial services firms and the corporate departments they serve worldwide. Every day iManage helps professionals streamline the creation, sharing, governance and security of their work product. Nearly 3,000 organizations around the world—including more than 1,800 law firms—rely on iManage to help them deliver great client work. Headquartered in Chicago, iManage is a management-owned company.

# # #

By Guest Blogger: iManage

Wednesday, June 8, 2016

#TwitterForBusiness an 8-point Check-up

Is your firm or company on Twitter? Can you explain your Twitter strategy and the metrics you use to measure success in two sentences? If your history with Twitter is short, or if you are taxed for resources, you may simply have a public face on Twitter, without the longer-term vision required to be successful.

Once per quarter – or at a minimum, once per year – take a couple of days to revisit your Twitter strategy, activity and results. You may learn some important facts that will help you hone your message, build your following, and increase engagement. This eight-point checklist can serve as an audit tool.

1    Have you developed a strategy?
Many companies jump on Twitter to build a social media presence, but fail to first define the goals and strategy for being there. When it’s realized that social media requires dedicated time and energy, they split the effort among several employees who are free to post whatever they like. In this situation, you’ll see an overuse of direct sales pitches, photos of Dan’s dog and party shots from the latest trade show.

Manage your identity and brand on social media as you would on your website or in print. Define core business or industry interest areas and perhaps several related topic areas that will be addressed in your tweets and content links. Document this strategy along with key terms and phrases, and share the vision with every employee who has access to post on the company Twitter account.

2.       Do your profile and bio introduce you effectively?
The 160-character bio description should convey your identity quickly to Twitter users who view your profile. The bio content will be indexed by search engines and may provide additional web exposure. Use keywords effectively here.

3.       Are you using the Twitter Advanced Search tool effectively?
The search tools in Twitter allow you to tailor searches to find content with specific terms and phrases, from specific users or in a particular geographic location. Run searches on the terms and keywords that are important in your industry to identify people or companies you want to follow.
Similarly, run searches on the thought leaders in your industry to see which terms and hashtags they are using that you may want to adopt.

4.       Are you using hashtags effectively?
A hashtag is created when the # symbol is used as a prefix on keywords or topics in a tweet. A hashtag provides an easy way to categorize messages. If you use a hashtag in a tweet from a public account, anyone who does a search for that hashtag may find your tweet; this gives your posts wider exposure and may help you find new followers.

It’s important not to overdo it. Don’t #add #excessive #hashtags to your #tweets. One or two hashtags per tweet is a good rule of thumb, and you can write an effective tweet without any hashtags at all.
Observe and adopt the widely used hashtags in your industry or topic areas. Broaden your exposure by tweeting about and using hashtags from:

  •          Events and conferences you attend or sponsor.
  •         Authoritative sources in the industry, such as regulatory bodies, industry analysts or partners.
  •         New technologies, trends and newsworthy events in your industry.


When creating a new hashtag, look for existing use of that tag (perhaps in an unrelated space). Make new tags unique and short. Reuse effective hashtags across other media: Instagram, YouTube, ads and even print.

5.       Are you sharing high-quality content?
Followers choose to follow you because of the relevance, timeliness and value that your posts provide. Keep the quality of shared content high to retain followers and gain new followers. There are three key types of content to include in your tweeting strategy:

·         Content you create: Tell a story with case studies. Share technical vision with a white paper. Offer practical tips and guides that educate your audience on how they can be more successful at selecting software, hiring employees, creating a compliance policy or some other endeavor in your area of expertise.

·         Content you curate: Become known as a well-read expert on the key resources and trends in your space. Locate and share high-quality research, academic articles, regulatory decisions, infographics, surveys and other content from subject matter experts.

·         Promotional messages: On occasion, it’s perfectly fine to make a promotional post about your products or services. Ideally, promotion posts should be fewer than 20 percent (1 in 5) of your tweets. 

      Focus on specific, helpful information, such as a screen shot of a new feature that solves a particularly thorny challenge or a news event. Invite local metro users to attend a product demo or speaking engagement.

6.       Are you writing effective tweets?
Once you have framed out your identity and strategy on Twitter, take care to tweet consistently and to tweet high-quality content that followers will appreciate, share and respond to. There are a few tricks to creating an effective tweet:

  •          Write a short and concise message that makes a clear point; if you want to say three things, make each one an individual tweet.
  •         Include visuals whenever possible; a picture truly is worth a thousand words, especially on Twitter.
  •        Try out Twitter polls – a great tool to invite engagement.


7.       Does your Twitter activity truly engage followers?
Twitter is not simply a medium to broadcast like television or radio. It is meant for both broadcasting and interaction. Create opportunities for your follower community to discuss and share ideas and opinions. Answer back to people who tweet you. When someone retweets you, consider following that person.

8.       Are you tracking key metrics?

The best way to improve any business process is to measure, analyze and improve as you go. Analyzing engagement patterns will tell you which topics and types of information are important to focus on and may build your following. Regular auditing will help you keep a balance between thought leadership, retweets and promotional content.

Tuesday, June 7, 2016

Join Palamida Jun.13 - IP Protection Networking Cocktails after LegalTech

Palamida invites you to attend a post LegalTech Intellectual Property Protection networking reception on Monday, June 13th from 6:30pm - 8:00pm at Sens Restaurant on the Embarcadero. Cocktails and appetizers will be provided - space is limited, so register today!

Learn from leaders and network with your peers in the Legal IP and Open Source Technology field.  Palamida's Founder & CTO, Jeff Luszcz, along with Andrew Hall (Attorney & Computer Engineer) will kick-off discussion topics for Open Source Compliance and IP Governance.

If you haven’t signed up for LegalTech West Coast you can register here using code: PALAMIDALT2016.  Stop by our booth #307. *PLEASE NOTE: registration for this event is NOT dependent upon attending LegalTech West Coast.

REGISTER HERE!

About Palamida, the Open Source Compliance & Due Diligence Experts:
A typical software project today contains 50% or more Open Source or other external content and most companies are not tracking this code - leaving them vulnerable to license violations and security vulnerabilities.

Many of the largest software organizations around the world use Palamida products and services to ensure full transparency for development teams. Palamida's patented search technology, combined with the domain expertise of our Professional Services team means that we can respond to the tight deadlines of M&A as well as assist organizations with baseline analysis of hundreds of millions of lines of code.

The world of software development has changed.  Talk to use about how we can jumpstart your organizations policy and usage initiatives.

  • Create timely and accurate third party notices
  • Respond to security issues
  • Continuously improve transparency and reuse of code

For more information:
www.palamida.com
415-777-9400

sales@palamida.com

By Guest Blogger: Palamida, Inc

Wednesday, June 1, 2016

The Future of Processing Audio and Video Media to Support the Rapidly Evolving Regulatory Industries

Veritone launched an enterprise SaaS application of its CMP to address one of the law enforcement industry’s major challenges - managing the avalanche of unstructured audio and video content generated from body cameras, interrogation videos, surveillance cameras and dispatcher audio recordings. Veritone’s SaaS-based, camera and hardware agnostic service enables local, state and federal law enforcement agencies to optimize existing investments, and cost effectively analyze, index, archive, and share insights to solve crimes and uncover critical relationships. 

In conjunction, Veritone introduced an enterprise SaaS application for the Legal industry that significantly exceeds the capabilities of standard eDiscovery services for audio and video content that leverages our powerful cognitive engines to extract critical information and insights such as whowas talking, where the conversation took place and whatthe sentiment of the conversation was. Veritone’s CMP also provides near real-time, synchronized playback with transcription, multi-language translation, facial ID and object recognition for video content, and much more. Veritone’s law firm and in-house legal department customers can now easily organize media content, find the "needle in the haystack" within thousands of hours of audio/video media content, collaborate with colleagues by compiling and sharing collections of pertinent case clips, and analyzecase discovery content via intuitive analytics and reporting dashboards.  

Veritone Enterprise is the future of processing audio and video media to support the rapidly evolving needs of regulatory industries, legal professionals and public safety. Nearly every business and organization is at risk of being overwhelmed by the challenge of managing the massive growth of audio-video content generated from in house systems, social media, public broadcasts, government agencies, and surveillance systems. In this session, Veritone explains cognitive computing and how this technology architecture supports the critical new requirements of legal and compliance professionals. 

 

Key Takeaways 

1. Digital audio and video content creates a new and growing risk across industries

2. New audio-video technologies must be available to support secure discovery, review and collaboration across large and small organizations  

3. Cloud based cognitive computing provides the scale, speed and simplicity required by professionals in eDiscovery, litigation services and compliance. 

By Guest Blogger: Veritone Enterprise