Mischelle + Mockingbird Mastermind Agenda


The agenda is somewhat padded in order to make it easy to make additions/changes over the course of the meeting as needed.  It is a general guide and can be altered at any time to meet the needs of the group.  In an effort to structure the day more logically and make efficient use of time, I have elected to forego the usual round-Robin structure of mastermind meetings in favor of focused group discussions.  Firm-focus problem-solving time is carved out for any firm that needs it.

We can completely trash any topics that don’t appeal to the majority of the group.  We can explore and brainstorm ANYTHING!

Group Discussions – During group discussion times all firms should be prepared to share specific experiences, successes and/or failures with the group.  Ask questions, challenge assumptions, ask for data/proof….dig in.  Firms with well-known competencies in a specific area may be asked to kick off the sharing.  Note that time allocated for specific group discussion topics is shorter on the afternoon of day two because it is assumed that some aspects may already have been touched on over the course of the meeting and thus less time is required.

Dedicated Firm Time – Several time slots are blocked out for giving any firm that needs it focused time to brainstorm solutions for a specific problem.  Time will be allocated by request at the beginning of the day.  If no one needs dedicated time or if potential solutions to problems get addressed during the course of the meeting then the time can be reallocated.

Lunch – Buffet lunch will be served in the room.  We have a separate dining area and can relax there or we can eat in the meeting area and keep working.  Whatever the group wants.

Breaks – Breaks are scheduled so people can check in with their offices, etc.  The group can decide together to shorten or lengthen break times as necessary.

Dinner – Excellent atmosphere, great food, relaxation, and plenty of big screen TVs for your March Madness viewing pleasure.


8:00am – Breakfast

8:30am – Introductions, announcements, allocate dedicated firm time, alter agenda if necessary, etc.

9:00am – Marketing Plans – Mischelle Davis
Using a marketing plan to set goals, outline strategies and tactics, and define success metrics helps you manage marketing staff and vendors.  Mischelle shares her marketing plan template with the group giving those that choose to use it immediately the opportunity to flesh it out over the course of the meeting. 

9:30am – 10:30am –  Google Analytics Benchmarking – Conrad Saam & The Mockingbird Team
You thought you knew Google Analytics.  Benchmark performance of each firm against each other – perform in depth analysis of advanced key metrics to uncover SEO insights, reporting and paid advertising tracking infrastructure.

10:30am – Break

11:00am – Noon – Group Discussion – Search Engine Optimization
Website content strategies, latest Google algorithm changes and technical fine points of optimization. Specific emphasis on mobile search/geo considerations.  Share your experience, learn from the group.

Noon – Lunch

1:00pm – 2:30pm – Advanced Pay-Per-Click Strategies & Tactics – Google, Conrad Saam, & The Mockingbird Team
The evolving Google advertising strategy is pushing organic search results further and further down the page.  And forcing more of us to utilize PPC.  Avoid après lunch coma by deep-diving into ONE of the attendee’s AdWords account setup as a case study for the whole group.    Follow along in real time with your own AdWords account to uncover tactical misses and expose wasted spend or missed opportunities.

This topic is also expected to informally dovetail into group discussion on advertising on directory sites and/or buying leads—which none of us should ever want/need to do. 

2:30pm – Break

3:00pm – 4:00pm – Group Discussion – Website Design & User Experience
Mobile vs. desktop.  What on-site influences turning a website visitor into a contact/potential client? Is it different for desktop vs. mobile?  Latest form, chat, and call tracking trends.  A/B testing (Optimizly/Google Optimize) of design elements and user experience to uncover best-practices.  Share your experience, learn from the group.

4:00pm – 4:30pm – Group Discussion – Videos
Does video still matter?  Videos on site, YouTube, Facebook, Facebook Live, etc. Pros and cons of video.  DIY video vs. high-cost production. Share your experience, learn from the group.

4:30pm – 5:00pm – Dedicated Firm Time



8:00am – Breakfast

8:30am – 10:00am – Advanced Link Building – Conrad Saam & The Mockingbird Team
Overall discussion on importance of link building and difficulty in doing so for legal.  Conrad and his team reveal advanced link building strategies, showcase each attendee’s most linked to content, review a series of case studies and ideally brainstorm ideas for each firm  to take link building to a much, much higher level.

10:00am – 10:30am – Group Discussion – Intakes
Converting leads into clients.  Intake personnel, tools, training, etc. Calls, web forms, chats, texts, after-hours, etc.  Lead nurturing strategies, scripts, templates, lead follow-up, runners, electronic sign-ups, associations, etc. Share your experience, learn from the group.

NOTE:  Conrad’s team would like to run each firm through their intake mystery shop benchmarking study prior to the meeting. This includes recording front desk calls. If you do NOT want them to do this, please let Conrad know by 3/5/18.  

10:30am – Break

11:00am – Noon – Group Discussion – Social Media
Facebook, Twitter, Instagram, LinedIn: does any of it still matter?  Why should we care?  Posts, communities, comments, reviews, search, advertising, etc.  Share your experience, learn from the group.

Noon – Lunch

1:00pm – 2:00pm – Group Discussion – Client Relations
Client communications, expectations management, case management, case life-cycle, staffing, getting reviews. Share your experience, learn from the group.

2:00pm – 2:30pm – Group Discussion – Competitive Landscape
Competitive analysis, directory sites, defecting associates, bar restrictions, politics, etc.  Any and all outside factors that may negatively impact your firm.  Share your experience, learn from the group.

2:30pm – 3:00pm – Group Discussion – Big Game Hunting
Targeting specific catastrophic events to get cases.  Example: Case Study.  Share your experience, learn from the group.

3:00pm – 3:30pm – Group Discussion – Television & Radio Advertising
Does it still work in the age of cable cord-pulling and internet-based subscription content providers? Should you consider placing ‘tv ads’ in online video?  Share your experience, learn from the group. 

3:30pm – 4:00pm – Group Discussion – Media Relations
Getting news coverage that helps attract more cases.  How news coverage and online news mentions help with SEO.  Share your experience, learn from the group.

4:00pm – 4:30pm – Group Discussion – Getting It Done
Staffing, tools, training, services, software, vendors/partners, outsourcing vs in-sourcing, etc. Share your experience, learn from the group.

4:30pm – 5:00pm – Dedicated Firm Time