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7:30 Registration7:30 Breakfast in the Exhibit HallThursday, March 15, 2012Conference Day One8:30 a.m.-12:00 p.m. Plenary Session8:30 Opening Remarks and LMA Annual ReportJoin LMA’s president and executive director for a look back on recent accomplishments –at the international, chapter and individual member levels, as well as looking ahead to2012 goals and activities.Betsi RoachExecutive DirectorLegal Marketing AssociationAlycia SutorPartnerAkina Corporation2012 President, Legal Marketing Association9:00 Keynote Speaker - James KaneIn this fascinating and highly entertaining presentation, James Kane takes hisaudiences on a journey into the human brain and explains the secret to buildingand maintaining loyal relationships. Supported by more than 40 years of HarvardUniversity research, Kane will make the case that human beings have a fundamentalneed to be loyal and actively seek out the specific clues from others that tell themwhen they can and should be. When an organization or an individual is able to understandand communicate those loyalty-building behaviors, they can develop relationships that willlast a lifetime and result in unwavering and unlimited support.10:00 Networking and Refreshment Break in the Exhibit Hall10:45 Recognition Committee Announcements11:00 How to Lead the Way to Picture Perfect ChangeJonathan Michael Bowman, Esq.Clear Picture Leadership ®Have you ever wanted to create a brand new social media marketing plan,initiate a strategy to develop business through tradeshows or revamp your firm’sphilosophy on how to retain existing clients? Change can be difficult for anybody. Leadingchange can be even more difficult and, at times, seemingly impossible. This program willteach attendees change leadership principles that every marketing professional – fromthe entry-level practitioner to the marketing director – can employ to bring about positivetransformations at your firm.12:00 Networking Lunch in the Exhibit HallJDSSponsored by:TMUPRANew for 2012It’s unanimous that the programming at the 2011 conference in Orlando was great,but we’re more than confident that the 2012 LMA Annual Conference will beatPlusexpectations and live up to our conference theme: “You Ain’t Seen Nothing Yet!”Following the conference best practices we’ve established and live by, the focus of theWe’re keeping the elements we introduced last year that you liked.2012 program has been determined by soliciting input from hundreds of legal marketing ✓ A speaker faculty predominantly comprised of in-house marketingand business development professionals, to truly understand the predominant issues, and business development executives.challenges and opportunities you face on a daily basis. In addition, we analyzed andembraced the feedback we received after the 2011 conference to hone and improveupon the structure and format of the agenda.✓ Longer breakout sessions to allow speakers to address every topic in-depth.Join Us In Texas For:✓ A balanced speaker faculty, from firms large, mid-sized, and smallto reflect the range of the LMA membership base.✓ 3 days of rigorous professional development including 30+ hours of outcomebasededucational programming.✓ All sessions are categorized by the desired outcome versus themeto help guide you in your programming choices.✓ More built-in networking time throughout the conference to deliver greatercollaboration and idea sharing among attendees and speakers.✓ Wi-Fi coverage the exhibit hall. Sponsored by:✓ Case study based sessions designed to deliver real-world practical information ✓ The MOBI – The LMA Conference is mobile! Stay connected before, during andyou can act on immediately upon your return to the office.after the conference via your smartphone at www.lmaconference.mobi.✓ Dedicated curriculum for the Solo/Small Firm Marketer that will provideattendees the opportunity to learn the strategies behind turning your small firmDesigned by:marketing team into a powerhouse.✓ Enhanced CMO programming including a brand new, one day “CMO Summit”designed to provide greater depth for busy marketing executives.✓ Name Badge QR CodesYour conference name badge will include your personal QR code complimentsWhat’s This?of Vizibility. Scan other attendees’ codes via your smart phone and instantly seeA QR code is a two-dimensional bar code that can betheir curated online identity in a true mobile experience. The Vizibility personalscanned using a smart phone or mobile device and leads tobranding service allows law firms to proactively control, organize and share theinformation in a ton of forms:online identities for their legal professionals.text, maps, vCards, web sites and more.Designed byWhen you get to the 2012 LMA Annual Conference, you’llsee QR codes scattered all around the conference center.Using your smart phone or tablet and the QR readerapp of your choice, scan the codes as you come acrossthem. They’ll lead you to valuable information about theconference and a fun, interactive game to participate inwhile you’re at the show.Designed by:Software, Web, IT | EXPERTS
Thursday, March 15, 2012Conference Day One1:30-2:45 p.m. Concurrent Breakout SessionsTrack OneToday’s Lawyers and Social Media – How Are Theyor Should They Be Using It?SuperSessionTrack ThreeData + Relationships + Design: The Web StrategyRevolutionMasterClassToday’s business environment demands that legal marketers have and maintain a familiaritywith online marketing tools and, increasingly, a vibrant online marketing presence. Law firmsface unique risks and limitations, due to the nature of our business, but studies have stillshown that social media usage in law firms – for marketing purposes – is up considerably justin the past year. This discussion will focus on three distinct issues facing legal marketers whenit comes to social media: planning and implementing a social media strategy; how firms areactually using social media tools; and potential opportunities and pitfalls with social media.PanelistsMarcy SaloDirector of Client ServicesCairncross & HempelmannPeter S. VogelPartnerGardere Wynne & Sewell, LLPCamille StellDirector of Client ServicesLawyers Mutual Liability Ins. Co. of NCMelissa CroteauChief Marketing OfficerNixon Peabody LLPModeratorRuth DavisSenior Director, Web ServicesLexisNexisTrack TwoLeveraging the Big 4 Consulting Best Practices to BolsterYour Business Development StrategiesMany people believe law firm marketing and business development programs, strategiesand tactics are behind those of public consulting firms. This panel will bring together seniorconsulting marketers with senior legal marketers who moved from the consulting industryto discuss what legal marketers and business developers can learn from their colleagues inconsulting, and where they see the future of professional services marketing and businessdevelopment.PanelistsMari-Anne KehlerNational Tax MarketingFirm DirectorDeloitte Services (tbc)Maureen MigliazzoChief Marketing OfficerDLA Piper LLP (US)David WorleyNational Sales and Business Development LeaderPricewaterhouseCoopersAndrew Murray-BrownChief Business Development OfficerRopes & GrayModeratorJonathan MattsonChief Marketing & Business Development OfficerTucker Ellis & West LLPSuperSessionClients’ evolving expectations and preferences are changing the way people interact on theweb. From greater collaboration through the web to social searching and interactive design,firms are leveraging technology in novel ways to engage legal buyers on the web. Forwardthinkingfirms are also discovering their sites can be used as a powerful extension of theirrelationship management programs. This session will examine how firms are turning theirwebsites into a foundation for relationship building, using collaborative technologies andinteractive design. It will also explore emerging web trends and creative strategies for bringingyour website into a new era of engagement.Scott KilburgGroup Director, Marketing and Business PlanningFoley LardnerKalev PeeknaWeb Strategy ManagerHubbard One, A Thomson Reuters CompanyTrack FourThe Next Dr. Sanjay Gupta? Expertise, Contentand Engaging with the MediaNew media makes news organizations and journalists more accessible. However, with moremedia (and fewer resources in a 24/7 breaking news cycle), journalists have a greater needthan ever for expert commentary and content from trusted sources. This interactive sessionwill offer strategic insight, practical tips and advice on how you can position your attorneys asexperts and help them more successfully engage with the media through online bios, socialmedia networking sites such as LinkedIn, Google+, Twitter and Facebook, as well as throughpersonal or firm blogs.PanelistsReilly StarrProject Lead, Strategic Programs and Social MediaIBM Global Business ServicesKatherine HollarChief Marketing OfficerLathrop & Gage LLPAdriana GardellaJournalistThe New York TimesModeratorKelly HoeyBusiness StrategistTrack FiveLaw Firm CMO Roundtable DiscussionsNow a staple of the LMA Annual Conference, the CMO roundtable discussions are designedfor and facilitated/attended exclusively by CMOs (or marketing director equivalents). They arean excellent opportunity for our more senior-level attendees to participate in working grouproundtable discussions with industry peers. These sessions will be invaluable in helping youfocus your strategic thinking.Attendance is limited and restricted to in-house law firm attendees who are their firm’stop marketing or business development professional. Pre-registration is required, oneparticipant per firm. If you are interested in attending, please email Kristy Perkins atk.perkins@americanconference.com and add ‘CMO Roundtables’ in the subject line.2:45 p.m. Networking Refreshment Breakin the Exhibit HallMasterClassEach breakout session is structured around desired outcomes, to help guide you to the programs that will most help you meet your professionals goals. Choose from one of the following:Outcome: Driving Growth and Profitability Outcome: Maximizing Client Retention and Value Outcome: Improving Visibility2012 Legal Marketing Association Annual Conference13
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