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Bar Association of San Francisco Member Benefits: Publications

Is There an App for That? Technology Conference Offers Tips for Solos and Large Firm Lawyers


By Sarah Gaston, Marketing Technology Specialist, Goodwin Procter LLP


On September 22, more than 100 people attended the Legal Marketing Association’s Bay Area Chapter 12th Annual Technology Conference “Innovation +: Is There An App For That?”

Keynote speaker Ralph Baxter, Chairman and CEO of Orrick, Herrington & Sutcliffe LLP, opened the day with a thought-provoking speech addressing the fundamental changes underway in how law is practiced when driven by technology, economics, and sociological factors and the paradigm shift in the relationship between large law firms and their clients. He also discussed his predictions for the future, touching on the current associate salary model and career track, the end of the billable hour, and the perception of Profits per Equity Partner. He concluded with the innovative approach that Orrick has taken to adapt to this changed world including moving finance and technology operations to a low-cost Global Operations Center in Wheeling, West Virginia, and breaking out of the Biglaw pricing and talent molds.

Rounding out the morning was the ever popular in-house general counsel panel led by Nat Slavin, founder and partner of the Wicker Park Group. The panel shared their perspectives on the use of technology in their jobs, communicating online through social media and email, and the continuing value of the personal touch.

In the afternoon, attendees had the option of going to two of four breakout sessions led by panels of high level experts. Topics included content development strategies for a successful online marketing effort; snapshots of technologies that any firm can use for under $500 per year; moving marketing communications beyond print into the audio and visual realms; and using website analytics tools strategically for website marketing and business development.

Look for more in-depth articles on the LMA’s 12th Annual Technology Conference in the Winter 2010 issue of San Francisco Attorney Magazine.


Sarah Gaston is the Marketing Technology Specialist at Goodwin Procter. She is a member of the Legal Marketing Association – Bay Area Chapter and has served on its board for the past two years as the chair of the Annual Technology Program.

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