Powered by

LAW SOCIETY OF BRITISH COLUMBIAThis program has been accredited by the Law Society of British Columbia for up to 6 hours towards the professional development requirement for certification.

LAW SOCIETY OF ONTARIO (LSO)This program can be applied towards the 9 Substantive Hours of Continuing Professional Development (CPD) required by the Law Society of Ontario. This program is eligible for up to 6 Substantive Hours

BARREAU DU QUÉBECThe Barreau du Québec automatically recognizes the same number of hours for this training activity, as long as it has been accredited by another Law Society that has adopted MCLE.

Full refunds, less a $250.00 (plus applicable taxes) administration fee, will be given for cancellations received in writing 10 business days before the course start date. Unfortunately, refunds cannot be provided after this date. Substitution of delegates may be made at any time. Please note that Thomson Reuters reserves the right to cancel any course deemed necessary and will, in such an event, make a full refund of registration fees paid. With this said, Thomson Reuters is not responsible for any travel expenses incurred. For reasons beyond the control of the course organizer, it may be necessary to change the subject agenda of the program and no liability is assumed for any such changes in content.

Call: Toll free 1-877-298-5868 or 416-609-5868 | Fax: (416) 609-5841Email: For questions and registration inquiries, please contact cpd.centre@thomsonreuters.comMail: Professional Development, Media-Marketing EventsOne Corporate Plaza, 2075 Kennedy Road, 11th Floor, Toronto, ON, M1T 3V4Web: www.legalmarketingmasterclass.com

Climb higher withdigital marketingYour clients are online and they’re increasingly social. To grow your firm you need to build and harness your own personal brand and maximize traffic to your digital assets.

Thomson Reuters Customer Centre333 Bay Street | 29th Floor | Toronto

OCTOBER 15 | TORONTO In-Class or Webinar

ACCREDITATION

CANCELLATION AND REFUND POLICY

CONTACT US

PROGRAM OUTLINE

Davoud Salahi Rad | Digital Brand Strategist, FindLaw Canada Session A: Integrated Marketing & The Age of Analytics Davoud Salahi Rad is digital brand strategist at FindLaw Canada where he helps law firms create effective and profitable digital marketing strategies. He has a wealth of experience in digital marketing with a very strong understanding of search engine optimization, online conversion and lead generation.

He presents regularly at FindLaw and Thomson Reuters events, sharing practical steps and latest trends with law firms across Canada.

Davoud has a strong technical background, with a Bachelor’s Degree in Technology and over 15 years experience in the digital marketing and technology industry. He has been directing omnichannel marketing strategies that enhance the online customer journey across different sectors. His teaching experience and talks at local colleges has given him the skills to present information in an easy way to understand and implement.

Adrian Dayton | Founder, ClearView SocialSession B: Using Social Media to Gain a Competitive Advantage Adrian Dayton is an internationally recognized speaker on social media and business development. He has trained over 17,000 professionals in the US, UK, Canada and Australia on LinkedIn and successful social media use. At the end of 2013, Adrian launched ClearView Social. ClearView Social makes its easy to get professionals sharing to social media, and is currently in use by more than 150 professional services firms worldwide including Hogan Lovells, Shearman & Sterling, Quarles & Brady, Freed Maxick CPA’s, BeachFleischman, The Bonadio Group, Dorsey & Whitney, Akin Gump, Sheppard Mulllin, and Allen Matkins. The ClearView Social platform is also in use by Lawley Insurance and Assurance, top 100 insurance companies as well as the publicly traded company Munro Muffler.

Ari Kaplan | Ari Kaplan Advisors Session C: Harnessing the Digital Medium Ari Kaplan, an attorney and legal industry analyst, is an inaugural Fastcase 50 honoree, a fellow of the College of Law Practice Management, and a finalist for the International Legal Technology Association’s Thought Leader of the Year award. He is the author of Reinventing Professional Services: Building Your Business in the Digital Marketplace (Wiley, 2011) and The Opportunity Maker: Strategies for Inspiring Your Legal Career Through Creative Networking and Business Development (West Academic, 2nd Ed. 2016). Ari serves as the principal researcher for a variety of widely distributed benchmarking reports, has been the keynote speaker for events worldwide, and is the founder of the Lawcountability® business development software platform and iPhone app. He is an avid swimmer and a two-time Ironman triathlon finisher.

Sean Stanleigh | Managing Editor,Globe Content StudioSession D: Writing for Digital Channels Sean Stanleigh is Managing Editor of Globe Content Studio, the content-marketing arm of The Globe and Mail. His team blends audience data with journalistic intuition and experience to craft great storytelling on behalf of brands, positioning them as thought leaders with influential audiences across multiple platforms. He is also co-chair of Lab351, the company’s internal business incubator, which is training employees to think like entrepreneurs, and building new products and services. Sean has held a number of senior editing roles at The Globe and Mail and The Toronto Star in disciplines that include small business, national, foreign and local news, and entertainment. Sean is an active participant in Canada’s startup community, serving as a mentor and adviser for several non-profit organizations related to entrepreneurship, and regularly appearing at events as a host, speaker and moderator.

SPEAKERS

SESSION AINTEGRATED MARKETING & THE AGE OF ANALYTICS 9:00 AM - 10:30 AMDavoud Salahi Rad, Digital Brand Strategist, FindLaw Canada

Session Summary:The legal customer’s journey has changed dramatically but is your marketing strategy keeping up? Build a strong online presence using integrated marketing and analytics to increase your reach and visibility and implement strategies to convert better quality leads.

Session Details: A comprehensive and diverse approach helps you build a successful online brand through multiple levels of marketing to get your unique value proposition in front of prospects.

• Practical steps to leverage consumer behaviour changes in your marketing practices: • Understanding the legal customer journey and what prospects look for when choosing a lawyer • How lawyers and firms can use search-engine optimization (SEO) to dominate their markets • Take stock of your online presence and brand perception and action items to help you excel • How leading law firms are driving growth by focusing on strategy, differentiation and branding • Create a strategic marketing plan that makes you stand out from your competition

• Search engine optimization tactics: • The #1 way to rank higher on Google and get more clients • How mobile and local search have changed the marketing landscape • Top 3 factors that contribute to your online visibility and Google ranking • 7 common mistakes on websites that could be impacting your business negatively • Win the customer journey with micro-moments • 10 essentials for getting better and more quality leads • Content without strategy is useless: learn how to implement actionable on-page SEO tactics • Structure your website and content for best SEO results and lead generation • Over 30 action items to help you optimize your website for search engines and conversion

• The importance of analytics to drive your marketing efforts, investment and business growth: • A guide to best practices in data reporting and how you can use analytics to drive your ROI • Measuring success and key metrics to watch

Learning Outcomes:• How to build a strong online presence to increase your reach and visibility• Practical steps to leverage consumer behavior changes in your marketing practices• How to implement actionable on-page SEO strategies• The importance of analytics and key metrics to drive business growth

SESSION B

USING SOCIAL MEDIA TO GAIN A COMPETITIVE ADVANTAGE 10:45 AM - 12:15 PMAdrian Dayton, Founder, ClearView Social

Session Summary:Use social media in a meaningful way to gain a competitive advantage and develop thought leadership within your practice area.

Session Details: The business case for social media: Why engaging in social media is a prerequisite to leadership in the digital age How to position yourself as a thought leader within your practice area and maximize impact online.

• Why lawyers need to engage in social media: • Why social media? Key benefits of engaging in social media, featuring data from the latest surveys on the topic • Practical examples of other lawyers and business leaders on social media • Case study: M&A lawyer who used Twitter to create a high-powered network of prominent people in law, business and media • Implementing tactics to enhance firm brand and strengthen its narrative online

• How to use social media as a thought leadership platform: • Innovative strategies to build a thriving following on social media platforms, including Twitter and LinkedIn • Twitter hands-on application: Understanding of basic features, including setting up an account, composing a bio, writing good tweets, using hashtags and interacting with target audience • In-class activity: Participants will tweet using a specific hashtag set for the session. A tweeting competition will encourage everyone to participate! • Using LinkedIn as a thought leadership platform: LinkedIn profile checklist, summary and LinkedIn blog • Best practices for publishing to the LinkedIn blog • How to engage influencers and garner media attention

• Monitoring your online reputation: • Best practices for managing your online presence on an ongoing basis • Creating and maintaining a consistent digital presence across all social media platforms • How to respond to potentially negative commentary online • Session will include three activities that allow participants to interact with one another and enjoy the learning process

Learning Outcomes:• The business case for social media: Why engaging in social media is a prerequisite to leadership in the digital age• How to use basic features on Twitter: compose a bio, write a tweet and use hashtags• How to create a complete and compelling profile on LinkedIn• New ways to engage audiences online and cultivate relationships with prospective clients

SESSION CHARNESSING THE DIGITAL MEDIUM 1:15 PM - 2:45 PMAri Kaplan, Ari Kaplan Advisors

Session Summary:Leverage technology to boost your business development potential by building your brand, cultivating consistency, and networking more effectively.

Session Details:• Techniques for cultivating long-term professional relationships by leveraging technology to raise your profile, strengthening

connections to members of your target audience, and successfully reaching out to key prospects, including cross-selling colleagues and referral sources

• From social media and content creation to organic outreach and dynamic follow-up, participants will immediately be able to apply proven techniques for standing out and reinventing their practices

• Strategies for targeting your audience, including creative ways to find and engage with clients, prospects, and colleagues• Proven ways to schedule more time for business development, including productivity tips for busy professionals • Plans for generating interactive thought leadership, featuring tips for developing ideas and balancing content creation with

client responsibilities• Suggestions for harnessing the power of gratitude, with a specific focus on ‘thank you’ notes, introductions, and

community-building• Factors for successfully engaging alumni • The art of becoming a visible, enthusiastic expert with content, networking, and brand management• Effective techniques for following up

Learning Outcomes:• Navigating networking more effectively• Understanding the mechanics of producing content including distribution• Harnessing the power of technology to raise your profile

SESSION D WRITING FOR DIGITAL CHANNELS 3:00 PM - 4:30 PMSean Stanleigh, Managing Editor, Globe Content Studio

Session Summary:Times have changed - so should your content marketing strategy. Today, digital is king – and all roads should lead back to your biggest digital asset (your firm’s website!). But how? What? When? And WHY is it critical to get on board the digital train now? This session focuses on the top digital channels you MUST be leveraging - and delivers the best practices for doing so.

Session Details:• Analysing your target audience• Creating a content marketing program that includes all relevant digital platforms• Understanding how and when content is consumed• How your target audience receives information• Integrating content into a campaign• Use of content marketing to increase click-throughs from email campaigns• Creating clarity and getting results with your writing• Tracking and measuring results: connecting the ROI dots!• Optimizing your content for search

Learning Outcomes:• Best practices for leveraging top digital channels• Creating a content marketing program based on your target audience• Integrating content into your marketing campaigns to increase click-through and ROI• Tracking and measuring results