By Vikram Gupta, LMA Marketing Technology SIG Co-Chair
On the fourth day, Vikram Gupta, LMA Marketing Technology SIG co-chair, shares how his team took a fresh look at data to meet the demands and needs of this new post-pandemic world.
How did the pandemic change how you, your attorneys and/or how your firm approached social media?
It truly put a highlight on developing actionable business development tasks as opposed to standard reporting and analytics. Pre-pandemic, a generic reports detailing followers, clicks and activities was sufficient because it was a small part of a larger cohesive client/prospect outreach strategy. With the removal of the majority of high touch activities such as events, it was crucial to not only provide those social media analytics, but provide a deeper dive by cross referencing that data with all relevant internal databases to look for any additional traction (alumni, dedicated client service teams, key top prospects, etc.). The more specific and targeted we could narrow the scope to, the better the results for the recommended direct outreach via personal email, direct calls or even text messages to our clients and prospects.
"Social and digital media are absolutely intertwined and a necessary component of any marketing technology stack, but diversifying outside of the traditional law firm approach (LinkedIn and Twitter) is definitely becoming more prevalent."
As law firms engage more and more with social media, how are you seeing social and digital media relate to your SIG/committee/task force area?
Social and digital media are absolutely intertwined and a necessary component of any marketing technology stack, but diversifying outside of the traditional law firm approach (LinkedIn and Twitter) is definitely becoming more prevalent. Using platforms geared toward younger users for softer content (aimed toward diversity and inclusion, recruitment, pro bono, community outreach and support) is providing ways to reach a new demographic while raising brand awareness.
Vikram Gupta is an experienced marketing and team leader skilled in driving branding, marketing operations, marketing communications and events in support of business development activities throughout larger international organizations. He has more than 18 years of experience spanning both Canada and the United States. Gupta is recognized as an innovative problem solver with the ability to respond quickly and logically to complex challenges to achieve business results. He is the co-chair of the LMA Marketing Technology SIG.