Recommendations for the Communication Strategy for LPI members - Final Presentation
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Recommendations for the Communication Strategy for LPI members Final Presentation Cologne, 19.12.2019 Participants: Julian Bamberger Arribas Sean Dietrich Sophia Freudig Laura Hiller Prof. Dr. Forster
AGENDA
01
AGENDA
Project Recap
02
02 Initial Situation
03 Evaluation Approach
04
Findings
05
Recommendations
Final presentation 19.12.2019 2
PROJECT RECAP Final presentation 19.11.2019 3
PROJECT OBJECTIVES
Recommendations for action for a more effective
communication strategy based on an international
benchmarking by comparing LPIs and Legal Techs
Recommendations for a long-term sustainable
positioning in the legal protection insurances
industry
Final presentation 19.12.2019 4
PROCEDURE
Time frame:
INTERIM PRESENTATION FINAL PRESENTATION
2 months
MONDAY, NOV 4TH THURSDAY, DEC 19TH
CW 43 CW 44 CW 45 CW 45-46 CW 47-48 CW 49-50
Literature research Preparation Reflection Analysis phase II Preparation of
Analysis phase I
& data collection of intermediate & adaptation & practical final project
project results of feedback investigation results
• Expert magazines, • Bundeling of • Finished • Evaluation of interim • Finalization of • Suggestested
Reference literature, information and benchmarking of LPIs and adjustment of LegalTech market recommendations
Specialist studies analysis of LPIs • Presentation of PM analysis for RIADs
• Intepretation of prevelant trends & • Expert knowledge communication
corporate landscape tendencies from interviews and strategy
congress
Final presentation 19.12.2019 5
INITIAL SITUATION Final presentation 19.12.2019 6
INITIAL SITUATION
LPI market shares in Europe "No lawyer's license needed for simple
and standardized legal activity."
(example wenigermiete.de)
*Nov. 2019 - Judgement by the German Federal Court, Spiegel Online.
Reasons for resistance against technology
* RIAD 2017 *ELTA Conference 2019
Final presentation 19.12.2019 7
INSIGHTS ABOUT DIGITALISATION IN THE LEGAL SECTOR
“67% of law firm leaders do not 23% of firms have
feel comfortable to manage the
75% of lawyers feel allocated an
the need to innovate innovation budget
required transformation“
“Law firms should overcome the business of keeping experts
busy - instead listen to clients and be solution-focused”
"Technology is a competitive advantage which leads
to higher profitability"
*ELTA Conference 2019
Sources: Insights are from the speakers during the
Final presentation 19.12.2019 8
ELTA conference 2019 (Sebastian Hartmann from
KPMG Germany and Chantal Vermeire from
Wolters Kluwer).
CONSUMER PERCEPTION
"We prefer to interact
with our LPI via telephone
and face to face."
Preferences for the resolution of a legal
In most countries, LPIs are gladly dispute
seen. Where LPIs are not seen as Netherlands France Most others
good value for money: 75% 71% 67%
France Germany
Most
Ireland
other
France Ireland Czech Hungary LPI Internet research Lawyers
Republic
Greatest fears of Europeans in a legal dispute:
Loss of time/energy
NL France Switzerland
Costs Czech Hungary
Republic
Source: Ipsos (2017), "Consumer Perception of Legal Issues and
Germany Legal Protection Insurance in France, Germany, the Netherlands,
Deprivation of rights Ireland, Hungary, the Czech Republic, Switzerland and Belgium", PP
9-10, 14-15, 19-21, 35-36, 41-46.
Due to the change in the market, LPIs must seize the opportunity to actively shape the trend with the aim of closing gaps in the consumer9market.
EVALUATION APPROACH Final presentation 19.12.2019 10
BENCHMARKING APPROACH
Recommendations for action
Website Social Media Company Engagement Expert Interviews
Final presentation 19.12.2019 11OBSERVED CATEGORIES
Score
Website Social Media Company Engagement
Events
Web presence Followers
Active contact
Information Posts per month
Content/Structure Channel differences
Image promotion
Design Target group
Practical knowledge 1 4
Language relevance
Community creation
Final presentation 19.12.2019 12ANALYZED
LPIs LegalTechs
# 10 LPIs # 30 LegalTechs
3 continents, 7 countries 4 continents, 8 countries
Litigation, Consumer services,
Litigation, Consumer services Analytics, Automation
10 30
Final presentation 19.12.2019 13SELECTED FIRMS
LPIs LegalTechs
Europe Europe
USA
USA
Rest
Rest
14Website Final presentation 19.12.2019 15
Example: Grade: 4,0
Web Presence
Visitors:
434.730/month
Average time per visit of
2:56 minutes
SEO:
Top 1
"Rechtsberatung"
Certificates:
Focus Money,
Trusted shops guarantee,
KfW Award 2016
Final presentation 19.12.2019 16Information &
Content/Structure Website Grade: 4,0
Content/Structure:
Informative and
General field of logic structure
operation:
Legal advice and lawyer
mediation
No focused target
group:
Advice for everyone
who is interested in
Advocado's services
17Language Grade:
Design & 4,0
call to action Language:
-Professional
-Direct
„Du“ and „Sie„
-Appropriate
word count
Grade:
Call to Action: 4,0
Describe your case,
Design in general:
find your lawyer
modern,
color-consistent
Semi-weak colors
Pictures:
Icons & realistic
high variety
self-explanatory and
auxiliary
high picture variation
and qualitySocial Media Final presentation 19.12.2019 19
Facebook
Followers:
1.789 subscribers
Average channel
Appropriate
activity:
channel use:
3 posts/month
No
too focused on
Content: company and
- product and events and too few
company-related educational and
(explanation videos news-related posts
about Advocado's
legal services)
- educational posts
(challenges within
the industry)
-events (fairs and
congresses)
20LinkedIn
Grade: 2,0
Followers All channel
1.835 followers target group
relevance score
Average channel Score range: 1-4
activity: 1-Poor
In General on all channels 2-Relatively Poor
2 posts/month
3-Relatively Good
strongly promote their
4-Good
company image but lack
Content knowledge transfer
-news Appropriate
(Lexfox judgment) channel use:
-company-related Yes,
(recaps of their although career-
engagement on fairs related topics
and other events) are missing
21Company Engagement Final presentation 19.12.2019 22
Company Events:
Engagement • Presence on legal events
• Presence on TV and print
media
They do good image promotion
but fail at involving their clients
Active contact:
• Hotline
• E-Mail address
• Request form
Score range: 1-4
3 scores:
Grade: 2,0 1-very poor
• Image promotion 2-rather poor
Final presentation 19.12.2019 • Practical knowledge 3-rather well
• Community creation 4-very good
Final presentation 19.12.2019 23FINDINGS Final presentation 19.12.2019 24
WEBSITE BEST LEGAL TECHS
1. 4,0
Legal Techs Ø3,15
2. 3,7
LPIs Ø2,63
Final presentation 19.12.2019 25COMPARISON WEBSITE
LPIs Legal Techs
VS
Weaker in customer guidance (Ø 2,63) Stronger in customer guidance(Ø 3,12)
The customer might not be clear about all necessary steps of Clear list of steps explaining their service / actual USP
how the LPI's services work at the beginning
Structure
& Logic
Diversified / Mature clients
Target group More specialized target group
Final presentation 19.12.2019 26COMPARISON WEBSITE
LPIs Legal Techs
Highly informative, they hesitate to VS Do not require much text and go straight
address their consumers directly to the point to present their solution
Solution-based
Mostly, they use several Calls to Action Many of them show a clear Call to Action
Call To Action
for their broad customer groups already on their first page
References by previous
Certificates create trust Trust building
customers creates trust
Final presentation 19.12.2019 27FINDINGS WEBSITE LEGAL TECHS
The best LTs
Simple design:
have a shorter Clear
Cut straight to
average visiting call to action
the chase
time
Legal Techs' websites are designed in a simple way and show their services/CTA
in a clear way which is easily understandable by the client.
Final presentation 19.12.2019 28SOCIAL MEDIA TOP LEGAL TECHS
1. 4,0
Legal Techs Ø2,6
LPIs Ø3,0
Final presentation 19.12.2019 29COMPARISON SOCIAL MEDIA
LPIs Legal Techs
VS
Facebook, Twitter, YouTube (80% each) Most prominent Facebook (93%), Twitter and LinkedIn
*% of LPIs using channels (87% each)
*% of LTs using
Big LPIs try to be present on every channel LTs generally use more social media channels
Channel variation
while smaller ones are more selective and they use them more intensely
Appropriate Room to improve since many channels
Well experienced in social media use channel use are not appropiately managed
Final presentation 19.12.2019 30COMPARISON SOCIAL MEDIA
LPIs Legal Techs
VS
Most contents are news-related or Most contents are directly product-
firm-related based or news-related
Social media serve to inform and or educate the Social media serve to inform and sell to the
consumer consumer
Contents
40% of all LPIs are inconsistent Consistency of 50% of all LTs are inconsistent
LPIs are more aware of their consistency on social media posts
platforms
on social media
Final presentation 19.12.2019 31FINDINGS SOCIAL MEDIA LEGAL TECHS
Intense but not
Inconsistent Instagram is the
always Social media as a
posting least used
appropriate sales platform
behaviour channel
social media use
Legal Techs are highly present on all social media channels, but not in an optimal way and not
consistent enough as most of them are new to the market and have limited budgets
Final presentation 19.12.2019 32COMPANY ENGAGEMENT TOP LEGAL TECHS
1. 3,7
Legal Techs Ø2,14
LPIs Ø2,83
Final presentation 19.12.2019 33COMPARISON COMPANY ENGAGEMENT
LPIs Legal Techs
VS
Diverse range of events Events concentrated on professional
Job fairs, Conferences, Sponsoring of leisure events, Workshops, know-how
Publications, Get togethers, etc.
Job fairs, Webinars, Conferences, Workshops, Podcasts
Events
Great range of active contact Limited nr. of active contact
Contact form, mail, contact form, office, Newsletter &
Active contact Typically concentrate on 2-3: Live-chat, Contact form,
much more mail, contact form, office, Newsletter
Final presentation 19.12.2019 34COMPARISON COMPANY ENGAGEMENT
LPIs Legal Techs
VS
Stronger in Community Weaker in Community
Community
Creation(Ø2,50) creation Creation (Ø1,67)
Encourage meetups, workshops, Through concentration on online, real
conference meeting communities are hard to create (exception:
online forums)
Higher importance on Image Lower importance on
Image Promotion(Ø3,30) promotion Image Promotion (Ø2,17)
Sponsor leisure events, demonstrate CSR, Promote image through social media,
show more of internal events but often lack real-life events
Similar commitment in Knowledge Similar commitment in
knowledge transfer (Ø2,70) transfer knowledge transfer (Ø2,60)
Articles, News, Workshops, Articles, News, Webinars, Conferences,
Conferences, Round tables, Guides Podcasts, Case studies
Final presentation 19.12.2019 35FINDINGS COMPANY ENGAGEMENT
LEGAL TECHS
Limited Lack in offline
Few contact Knowledge-
community image
possibilities transfer events
creation promotion
Legal Techs lack behind in the area of Company Engagement
Final presentation 19.12.2019 36RECOMMENDATIONS Final presentation 19.12.2019 37
LIFE CYCLE STAGES
People who are taking their first
Nest leavers independent steps (freshly moved out)
Individuals who increasingly take over more
Providers responsibilities (family)
Care about their retirement while family
Old rabbits responsibilities decrease
Firms Professional services for firms
Final presentation 19.12.2019 38NEST LEAVERS
Specialties of their digital communication
Millenials value experiences: Skeptical of business’s Trend from Facebook to new,
They aspire to travel and help motives more media intensive social
their community media channels
Home: 65% prefer to communicate
online more often than in person Expect rapid responses.
Work: face-to-face Hence, they want fast and rapidly responding websites.
*Gen Z
Final presentation 19.12.2019 39RECOMMENDATIONS
Finding Recommendation Example
Average time Clear solution-based approaches
on website Clear and fast processes help consumers
orientate themselves and thus increase the
On the most conversion rate
prevelant LTs
websites customers
take less effort to
find the solution to
their problem
Final presentation 19.12.2019 40RECOMMENDATIONS
Finding Recommendation Example
Changing Capture young audience by increasingly
trends focusing on
upcoming social media channels
500 million
Younger active users
generations are
moving away from
Facebook and 3rd most downloaded
on app store
towards new more Outranking Youtube, Instagram, Facebook,
media intensive Snapchat
platforms
41%
of users between 16 and 24
Final presentation 19.12.2019 41Contents Ads on TikTok Brand example
1. Infeed native content
• Entertainment ✓ 9-15 seconds full-screen video
focused ✓ Similar to Instagram stories
• Constantly changing
content 2. Brand Takeovers
• Follow trends from ✓ One brand a day
✓ Images, animated GIFs and videos
real-life (ex: ✓ Embedded links c
challenges)
3. Hashtag Challenge
• Influencer marketing
✓ Animates users to take part in
a challenge
✓ Link to main challenge
Still very new to businesses, so it is 4. Branded Lenses
comparively cheap to advertise
✓ 2D and 3D lenses
(Similar to Snapchat)
*Lookfamed *The Influencer Marketing Factory *hubspot
Final presentation 19.12.2019 42RECOMMENDATIONS
Finding Recommendation Example
Customer Add customer reviews and ratings
feedback on to your website
the website Younger clients increasingly value customer
reviews and rating as it creates an
Legal Techs use authentic, transparent and credible image
customer reviews of the products and services offered
and ratings in order
to create customer
trust
Final presentation 19.12.2019 43PROVIDERS
Specialties of their digital communication
They are reachable almost anywhere, Entertainment preferences: Main communication channels:
since they are splitting their time Digital video but Facebook, MySpace and Twitter.
between new and old media. also traditional TV
High financial burdens, so they want a good Sustainability and social responsibility are
reason to buy. They often use digital tools to get highly valued and desired
the most for their money.
Final presentation 19.12.2019 44RECOMMENDATIONS
Finding Recommendation Example
Concentrate on a clear target group:
Clear target
Mature clients due to LPI's business model
group Rechtsschutzver-
Younger clients can be addressed by creating/aquiring sicherung
Legal Tech-like subsidiaries
Legal Techs have
clear target groups
which makes it
easier to address
Rechtsberatung
them appropriately
Final presentation 19.12.2019 45RECOMMENDATIONS
Finding Recommendation Example
CSR Use the ability of doing CSR campaigns to
commitment differentiate from (Legal Tech) competitors
LPIs should further strengthen their lead in Company
LPIs inform their Engagement, as it provides a clear differentiation
followers better from Legal Techs.
about CSR
activities than
their competitors.
Providers support
social or environ-
mental actions.
Final presentation 19.12.2019 46OLD RABBITS
Specialties of their digital communication
Old rabbits have become heavy technology They are used to communicate Preference of talking to a real person before
users (over 90% of 55-74 year olds use mobile with businesses face-to-face, making a purchase decision, desire the feeling of
phones and many have social media profiles) by phone or e-mail personal care and contact
Videos are good for targeting and building trust
They expect to be addressed with respect Old rabbits are loyal to companies
and recognition which keep their promises
Final presentation 19.12.2019 47RECOMMENDATION
Finding Recommendation Example
Put emphasis Use follow-up calls or personal meetings on
on personal how the service is working for them or a
contact personalized e-mail.
Older clients like to be addressed in a personal way,
with respect & dignity.
Old rabbits mainly
use Facebook,
followed by YouTube
in order to gain
information.
Final presentation 19.12.2019 48FIRMS
Specialties of their digital communication
Fast responses, As a firm customer with less affinity Mainly used channel: LinkedIn
trustworthy online presence, to technology, competent advisors
no bots are an important factor
Final presentation 19.12.2019 49RECOMMENDATION
Finding Recommendation Example
Online Extend online presence of professional
knowledge events
transfer Firms are require personal attention, which is why
online & offline presence should be used
Legal Techs are complementary
Job fairs, Webinars, Conferences, Workshops, Podcasts
increasingly
concentrating on
conveying know-how
through online events
Final presentation 19.12.2019 50ADDITIONAL RECOMMENDATIONS
Communication strategy may differ from region to region
North America Europe Japan South Africa
Intensive social Reliable and High High community and
Value: service oriented
media use professionalism CSR involvement
Post consistency is the most important for a sustainable follower-base
Know which channels serve what purpose and concentrate on the ones
relevant for your target group
Final presentation 19.12.2019 51Recommendations for the Communication Strategy for LPI members Final Presentation Cologne, 19.12.2019 Participants: Julian Bamberger Arribas Sean Dietrich Sophia Freudig Laura Hiller Prof. Dr. Forster
Website
Category Focus on Goal
Web Presence Visitors / SEO* Determine relevance / size in
market
Information Topic / Certificates Characterize core portfolio
Content / Structure* Logic / Informative Ascertain comprehensibility
for user
Design* Overall / Colors / Media use Verify audience and method
of communication
Language Form / Call to Action / How directly one feels
Personal Engagement* addressed
*Scores were assigned
Final presentation 19.12.2019 53Social Media
Category Focus on Goal
Informational Channels / Account name / Determine most important
Followers channels
Posts Posts per month / Consistency See how consistent
communication is
Content Content of posts What content was published
most often by LPIs vs LTs
Appropriate channel Content and frequency Ability of successful promotion
via online channels
use
Target group relevance* Relevance for target group Effectiveness of their social
media activities
*Scores were assigned
Final presentation 19.12.2019 54Company Engagement
Category Focus on Goal
Image promotion* How well is the company
Events (workshops, fairs, perceived
sponsoring, others) How much do they contribute
Practical knowledge
to conveying theoretical &
transfer* Active contact (newsletter & practical knowledge
print, hotline, office, others)
Community* To what extent do they
succeed in bringing like-
minded people together
*Scores were assigned
Final presentation 19.12.2019 55SOCIAL MEDIA USE
Channel Purpose Contents Target group age
Social relationship networks: The News-/product-related, 25-55+
broadest possible spectrum educational, Events
Micro-Blogging-network: Real-time News / opinions about 22-40
channel current topics
Image promotion: Micro-Blog for Company culture-related 18-34
Photos & Videos (values), Internal event,
Leisure-related
Firms & Career: Articles & Firm Carrer- / Education- 25-55+ (Firms)
specific events related
Image promotion: Video social Product-related, 15-35
media focused on image promotion Educational, Promotion
Image promotion: Short-video
Leisure 17-24
social media
Final presentation 19.12.2019 56Example: ARAG
Web Presence
Visitors:
654.710/month
Average time per visit of
2:20 minutes
SEO:
Top 1
"Rechtschutzversich-
erung Deutschland"
Certificates:
Focus Money,
Handelsblatt, Stiftung
Warentest, TÜV
Final presentation 19.12.2019 57Information,
Content & Website
Design
Design in general:
Modern,
General field of
color-consistent
operation:
LPI for Private & Firms
Pictures:
diversified range
Icons & realistic
high variety
self-explanatory
Content:
Logical & informative
Interim presentation 04.11.2019 58Language &
call to action
Call to Action:
Hotline
Live Chat
Professional
Direct
„Du“ and „Sie"
Appropriate
word count
Final presentation 19.12.2019 59Facebook
Broad target
group:
15.200 followers Advice for
-students
(e.g. Bafög)
-parents
(e.g. internet use
of children)
Explanation -retirees
videos about (e.g senior care)
insurance types
Content: Design:
Informative, Color consistent,
diverse and modern, up-to-
professional date, simple
60Instagram
1.720 followers
Content Highlights
"InsideARAG"
posts about Digi-
Lunches, After-
Work-Events, New
Work Cafés und
Bar Camps
61Company Events:
Engagement DigiLunches, After-Work-
Events, New Work Cafés und
Bar Camps
> Focus on community creation
Active contact: and knowledge transfer
Hotline
> Great image promotion
Option to find an advisor
Account creation
Live chat
Web@aktiv
(about network crime)
Free newsletter
ARAG Newsroom,
service calculator
Final presentation 19.12.2019 62You can also read
