In October, more than 60 marketers and technologists from 40 leading law firms and professional services organizations joined us in Chicago for the 2nd annual One North Experience Lab. This year, we played The Relationship Game and focused on discovering new ways we can use digital to build stronger relationships with our current and potential clients. For a recap of the event, check out this post.
Watch video from the event above and find a short description of each session below, along with a link to download the presentation slides:
Reinventing Marketing for the Digital Age
David Rogers, Faculty Director of Digital Marketing Strategy at Columbia Business School and this year's keynote speaker, discusses the new realities of customer networks in The Relationship Era.
Building Digital Relationships
John Simpson, Founder and CEO of One North Interactive, shares his insights on how organizations can build digital relationships with their clients by creating unique experiences with their audiences.
Needs | Service: The Client Service Pyramid
Alyson Fieldman, Account Supervisor at One North Interactive, explores how Maslow’s hierarchy of needs can be leveraged when striving for transformational client service. How do companies move from loyalty to evangelism?
Understanding | Information: Using Analytics to Gain Insight
Chris Wigley, Solutions Architect at One North Interactive, argues that analytics should be about more than pageviews and discusses how firms can build stronger client relationships through a better understanding of their analytics data.
Context | Communication: Knowing How and When to Reach Your Audiences
Jen Bullett, Managing Director of Marketing at One North Interactive, helps firms understand the different types of “context” that should be considered when communicating with clients. When are they most motivated to listen to you? How should you communicate so they will listen? What specifically are they looking for and how can you deliver on that?
Narration | Connection: Building Stories amid a Nest of Links
Kalev Peekna, Managing Director of Strategy at One North Interactive, shares a brief history of how storytelling has connected people and provides real-world examples of how you can do the same on the web. His examples explore how firms can combine different media to create an immersive experience for clients and build stronger relationships.
Trust | Authenticity: Setting the Right Tone for Your Relationships
Sarah Levine Meyer, Manager of Strategy at One North Interactive, demonstrates how firms can generate stronger relationships by being authentic. She provides examples of how businesses have proven to be relatable and successfully conveyed trust, characteristics that are critical in building long term relationships.
Attraction | Personality: Getting Noticed Through Design
Nate Denton, Managing Director of Creative Services at One North Interactive, explores how firms can design with personality and attract their audiences visually on the web. Using ingredients such as authenticity, quality, attitude, organization and visual language, Nate shows examples of how businesses have triggered an emotional response from their audiences using a method he calls attractonality.
Resilience | Strength: Seizing Moments of Adversity to Solidify Relationships
Ryan Horner, Managing Director of Technology at One North Interactive, explores how businesses have both flourished and failed in the face of adversity and gives advice on how you can thrive in this new world of omni-channel communication and engagement.
Partnerships | Inspiration: Creating Digital Experiences
Jessica DeJong, Associate Art Director, and Pete Amundson, Architect, of One North Interactive discuss the concept and importance of microinteractions – the details that delight. Learn how you can fuse the power of creative and technology to introduce microinteractions on your site, and create an experience your audience loves…rather than simply tolerates.
Panel Discussion - What Clients Want: How to Build Better Relationships
Deborah Knupp of Akina and Nat Slavin of Wicker Park Group head up a candid panel discussion on how to build better relationships with your audience. Moderator Dawn Michalak, Senior Account Director at One North Interactive, helps set the tone – which is, “let’s get real about what clients want.” Nat acts as the voice of the client, sharing with attendees the insight he’s gained from interviewing countless of their clients, and Deborah uses her experience coaching attorneys to help operationalize Nat’s suggestions.