Topic: The Digital Experience and the Human Experience - Digital experience – the new heart of customer engagement - Working with nothing to create something: Halebury’s digital journey - People led platforms, personal branding and the SocialHuman lawyer - Connecting with content - Three mantras to live by

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The Digital Experience and the Human Experience
Helen Burness
Head of Business Development and Marketing
@HBurness

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Confessions of a legal marketeer
The Digital Experience and the Human Experience, October 2015

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Today’s aims
The Digital Experience and the Human Experience, October 2015
• Back to basics
• Simplify the vast world of digital and social media
• Remind you what is at the end of every digital interaction (a person)
• Provide an insight into how a smaller, agile business has harnessed the
power of digital and social media
• Provide support and inspiration on how to be digitally creative on a more
limited budget

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Back to basics
The Digital Experience and the Human Experience, October 2015
“The digital experience is a customer experience”

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• Dynamic, diverse leadership team who wanted a voice
• Senior in-house lawyers from businesses including Amazon, Accenture,
Ericsson
• Great story of Halebury inception, evolution, model
• Senior lawyers, GCs and HoL’s who could provide insight and thought
leadership
• WBE and EMB = genuine passion for wider issues that affect the legal
industry
• Lean operation, no partnership structure, decisions pushed through quickly
• Lawyers empowered and encouraged to raise profile on individual level
• Small, agile business
• Responsive culture
Halebury: our digital journey
5
PEOPLE
CONTENT
AGILITY
The Digital Experience and the Human Experience, October 2015

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The Digital Experience and the Human Experience, October 2015

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• Shop window; individual pitch to market
• Highly optimised
• Ability to network and do BD on virtual basis person to person
• Position lawyers as specialists in their area
• Between a team of 32 lawyers, over 10,000 contacts largely in-house legal
• Every lawyer trained on LinkedIn at onboarding
• Primary BD platform, used to launch as consultant
• Content shared via both corporate presence and individual lawyers
• Anecdotal rather than hard metrics
• New instructions from existing clients
• Client approaches by new clients
• Approaches by industry experts, conference organisers, journalists
People-led platforms: LinkedIn
7
BENEFITS
SUCCESSES
ROI
The Digital Experience and the Human Experience, October 2015

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People-led platforms: LinkedIn
8
The Digital Experience and the Human Experience, October 2015
• 296 million users
• Covers all bases: profile, BD, networking, knowledge-sharing, publishing
via Pulse
• 60% of lawyers have used LinkedIn professionally in the past week
• 37% have used it in the past 24 hours
• Higher than the number of lawyers on FaceBook, Twitter and YouTube
combined
Do not underestimate the power of LinkedIn
Stats from survey carried our by John Corey, President and Co-founders of communications firm Greentarget

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People-led platforms: Twitter
The Digital Experience and the Human Experience, October 2015
• Helped shape our voice in the legal industry
• Be part of the conversation
• Cultivate 1:1 relationships which led to business opportunities
• Be present in the UK market from US base
• Platform for informal engagement
• Be active part of in-house community and NewLaw market

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People-led platforms: Twitter
The Digital Experience and the Human Experience, October 2015

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The Digital Experience and the Human Experience, October 2015

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The Digital Experience and the Human Experience, October 2015

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The SocialHuman Lawyer
The Digital Experience and the Human Experience, October 2015
“The rate of acceptance in this Digital Age
in embracing technology, AI and robotics
and the transition towards AI and the
Robotic Age may vary incrementally across
jurisdictions, nations, cultures and
individuals, but one thing will remain
constant: the human spirit. Our human
spirit will differentiate man from machine, in
whatever guise.”
Chrissie Lightfoot
@entrepreneurlaw

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• A voice
• Original content
• Thought-leadership backed up by research and insight
• Stories to connect with and be inspired by
• Other people’s views
• Documented content strategy
• Resonate with In-house legal teams, General Counsel, HR professionals,
business owners, C Suite Executives, diversity champions
Blog now (or forever hold your peace)
14
WE WANTED
OUR AUDIENCE
WANTED
WE CREATED
The Digital Experience and the Human Experience, October 2015
AGENDA
• Wide commercial agenda with authentic content
• GC Interviews; Female Founders for IWD; agile working and flexible business
models; diversity; career management and mentoring for in-house lawyers

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Blog now (or forever hold your peace)
15The Digital Experience and the Human Experience, October 2015
“Content is every part of the marketing mix. Purposeful marketing is about
engaging with our customers in a meaningful, relevant and inspiring ways.
Marketing is shifting from talking at people and focusing on transitions to
engaging with people, building meaningful, lifelong and personalised
relationships. This is the era of engagement marketing.”
Heidi Taylor
@TaylorMadeInKew

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Halebury: our digital journey
The Digital Experience and the Human Experience, October 2015
• Rapid business expansion: 52% in 2014
• Recruitment: 16 senior in-house lawyers in 2014/2015
• Panel appointments: BT alternative providers panel; Barclays Legal
Contractors Panel
• Clients: Expedia, HSBC, Virgin Media, BSkyB
• Now working with PR agency, SEO agency, investing in new social
media tools such as Passle

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1: Be a conversationalist
The Digital Experience and the Human Experience, October 2015
 Learn how to talk
 Build relationships
 Engage and listen
 Role of listening
 Establish good tone of voice
 Learn how to make your personality stand out

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2: Be authentic
The Digital Experience and the Human Experience, October 2015
 Don’t try and be something you’re not
 Connect with people on an emotional level
 Write and share what you are passionate
about

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3: Be relevant
The Digital Experience and the Human Experience, October 2015
 Don’t be random
 The difference between being heard and
remembered or dismissed and forgotten
 Keep your finger on the pulse
 Navigate the changing currents of conversation

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Food for thought
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“The most interesting challenge that marketers now face is not how to best
tackle specific social media platforms or how best to leverage the
technologies we have, but how best to be as human as possible on the
web. As funny as it is, it is easy to forget how to be a human. We're so
driven by data that we often overlook the human aspect of marketing and
business. It's crucial that we begin this process of delivering of real, human
experiences on the web. Otherwise, we may not face a world in which
machines replicate humanity, but where humanity replicates machines.
Now that is a scary thought.”
Danny Chan
@dannyc_c
Huffington Post
The Digital Experience and the Human Experience, October 2015

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The Digital Experience and the Human Experience, October 2015
JUST BE HUMAN
THANK YOU FOR LISTENING

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Halebury Ventures Limited is a recognised body registered in England and Wales, registered
number: 4797938, and is regulated by the Solicitors Regulatory Authority (Law Society
registration number: 427995). A list of directors is available for inspection at the registered
office, First Floor, Kirkland House, 11-15 Peterborough Road, Harrow, Middlesex HA1 2AX.
T: 0207 127 2500 | F: 0207 990 9200
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