Establishing the Digital Relationship

On Thursday morning I will be presenting to the New England Chapter of the Professional Marketing Forum in Boston on Web 2.0 as a marketing tool for professional service organizations. Here is more information:

Establishing The Digital Relationship

While other industries have been far more aggressive in using the latest Web technologies, professional services firms have not been sitting on the sidelines. As of this March, more than 25% of the 200 largest U.S. law firms had blogs, with the number of blogs growing by 49% since August 2007. Consulting firms such as Accenture are encouraging employees to blog. A number of management consulting firms have made their Websites more interactive and informative, using tools like RSS feeds to update clients and prospects on new articles and other information that they publish. Others have Facebook profiles that give job seekers and prospects information on a professional firm and allow people to talk to others about the firm. Accounting firms such as Deloitte has numerous webcasts and podcasts on different topics, and email subscriptions based on viewers’ preferences.

Despite all the excitement, convincing partners at many professional firms to experiment with and invest in such “Web 2.0” technologies is not easy. In this session, we’ll hear from two professional firms at the leading edge of using such technologies about their experiences – good, bad and ugly. We’ll also hear the interim results of a new study on the Web practices of the 80 largest consulting, law, accounting and IT services firms.

Featuring speakers from:

• Goodwin Procter – Attorney Douglas E. Cornelius, a senior attorney in the law firm’s real estate practice and a member of its Knowledge Management department. He will discuss how his blogs have helped this major law firm create client awareness and share knowledge internally.
  
  
• Molecular Inc. – Mr. Yuval Zukerman, a consultant at this large Boston-based interactive agency, who has worked with a number of firms including Ernst & Young, Sprite, PC Connection, Belo to develop highly engaging and interactive Web experiences. He will also discuss Molecular’s growing use of blogs to cultivate business.
  
  
• The Bloom Group – Mr. Tim Parker, a principal of this professional services marketing firm, who will discuss the interim results of the firm’s research on how the largest professional firms are using Web 2.0 and other online technologies to market and sell their services.