✓ How does one become a thought leader? ✓ What is a thought leadership platform? ✓ 10 step process to build your thought leadership platform ✓ The type of content should you use for thought leadership marketing ✓ The channels needed to build a thought leadership platform? ✓ Allen & Overy Case Study: Block Chain

1. Guy Alvarez
CEO & Founder
Good2bSocial
RP Sagner
Senior Manager, Business Development
Allen & Overy LLP
How to Build a Thought Leadership Platform

2. Learning Outcomes
✓ How does one become a thought leader?
✓ What is a thought leadership platform?
✓ 10 step process to build your thought leadership
platform
✓ The type of content should you use for thought
leadership marketing
✓ The channels needed to build a thought
leadership platform?
✓ Allen & Overy Case Study: Block Chain

4. How to Become a Thought
Leader

6. What is a Thought Leadership
Platform?

7. Examples of Allen &
Overy Thought Leadership
Brexit – Website

8. Examples of Allen &
Overy Thought Leadership
Brexit – Client Presentations

9. Examples of Allen &
Overy Thought Leadership
Political Law Microsite

10. 10 Step Process to Build
Thought Leadership Platform

11. What Type of Content Do You
Need?

12. What Channels Should You Use?

13. Case Study

14. What is Blockchain?
• A blockchain is a distributed database that maintains a
continuously growing list of ordered records called blocks. Each
block contains a timestamp and a link to a previous block.
• Inherently resistant to modification of the data — once recorded,
the data in a block cannot be altered retroactively.
• Through the use of a peer-to-peer network and a distributed
timestamping server, a blockchain database is managed
autonomously.
• An open, distributed ledger that can record transactions between
two parties efficiently and in a verifiable and permanent way.

15. What is Blockchain?

16. Why Blockchain?
• Allen & Overy has already established itself as a leader in the
fintech space.
• We are also starting to develop experience and expertise with
blockchain specifically.
• Blockchain, however, impacts a much broader industry group
than just financial services.
• We want to create a thought leadership platform that’s outside
the banner of fintech.

17. Benefits of a Blockchain
Thought Leadership Platform
• Focused path – Compared to a larger website, a microsite provides a more focused and clearer presentation of our
specific service. Since it highlights and features only Blockchain, the microsite gives potential clients a clearer and
faster experience.
• More focused content – Microsite helps give prospects and clients a place to go to find detailed information specific
to the topic. The microsite can also be updated regularly to provide relevant, detailed content that users will find
valuable and want to come back for.
• Faster development – With few pages and content, microsites are easier and faster to develop. We can put up the
microsite quickly and then take it enhance it as time goes by and new content is created.
• Cost efficiency – Microsites are generally less expensive than doing a major revision to the existing website. The
microsite can serve the purpose you need for the right price.
• Search benefits – Since a microsite has its own URL, the firm will now have another website that prospects and
clients can land on to learn about A&O. The microsite will contain an assortment of keyword-rich language specific to
the topic of the site, which is highly valued by Google and search engines. If we add a blog to the microsite, then this
will increase SEO value even more.
• Less Overcrowded Homepages – homepage is safe from overcrowding and online congestion. Many online users
may visit and view your website but do you connect with them? Offering too many choices and details on a single
website can turn off online users and prompt them to just leave your website.
• A Low-Cost Way to Try Out Ideas for the Main Site – A&O is exploring an update to the
main webpage, Allenovery.com, and a microsite would provide a low-cost approach to testing
design ideas for the new site.