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Toby Brown, Client Relations Manager for the E-Discovery Practice Group at Fulbright & Jaworski [LexBlog Q & A]

By Rob La Gatta
March 10, 2008

TechShow is just a few days away, and we’ve got two more themed LexBlog Q & A features to publish (this one, and another that will be go up tomorrow).

Today’s guest? Toby Brown, client relations manager for the e-discovery practice group at the AmLaw 200 firm Fulbright & Jaworski. Based out of Texas, Toby possesses a wealth of knowledge on technology and its potential application in a legal setting.

Toby has got a full course load at TechShow, where he’ll be speaking on the following panels

:

  • “VoIP: Should I Converty and What’s It Going To Cost Me?”, with John Simek (3/13, 8:30-9:30 a.m.)
  • “Winning the Beauty Pageant: Catching Corporate Counsel’s Eye With Technology”, with Ted Banks (3/14, 1:00-2:00 p.m.)
  • “Client Retention: Technology to Avoid the Seven-Year Itch”, with Carolyn Elefant (3/15, 9:45-10:45 a.m.)

Find out about Fulbright & Jaworski’s blogging policy, the values of VoIP and more after the jump.

1. Rob La Gatta: Does Fulbright & Jaworski have an official blog policy for its lawyers?

Toby Brown: Fulbright does not currently allow blogs due to the perceived ethical risks. Since our marketing department sees potential value in blogs, we continue to watch for specific opportunities to address this policy. We just need to make sure we address ethical concerns as we help move our firm in that direction.

2. Rob La Gatta: As someone in the marketing department at a large firm, do you see technology playing an increasing role in marketing tactics? Aside from blogs, what are some of the prominent technologies being used for marketing purposes by large firms?

Toby Brown: Absolutely. Many of our emerging marketing initiatives are highly technology dependent.

For instance, CRM is a major focus right now. Even though we have had that technology for some time, we are now very focused on using it more effectively to deepen our relationships with in-house corporate counsel departments. Besides, our marketing lists are solely dependent on the CRM system. So another focus is on new methods for improving the data in our CRM app and getting client contacts on the right marketing lists. Once that effort is in place, we will begin more detailed monitoring of marketing campaign success – another technology dependent effort.

Beyond CRM, we see a host of Knowledge Management technologies gaining ground. competitive intelligence tools, “firm experience,” firm produced content (e.g. documents) and even alternative billing are on our radar. I interact regularly with our CIO and strategize on what the future holds for our firm.

3. Rob La Gatta: Over the past 6 months, we’ve noticed a bit of an upswing in AmLaw 200 firm-produced blogs. Do you expect to see more growth in this area in the future?

Toby Brown: Yes, and I hope we are an important part of it.

4. Rob La Gatta: You’re speaking at a TechShow panel on VoIP. Why is VoIP valuable to law firms? Have you seen it becoming popular among lawyers?

Toby Brown: VoIP is still a bit of a nebulous term for many lawyers. It is definitely becoming popular in more technology aware populations of lawyers, but hasn’t really hit its stride in the legal market. It’s value is centered on the ability to integrate traditional phone and voice mail services with every other aspect of communication and information.

I continue to be amazed by the new VoIP applications coming into the market. VoIP, on its own, offers firms a well-defined, short term ROI just because it shares infrastructure with a network. When you combine that ROI angle with the value-add of integrated communications, to me it’s a no brainier. As lawyers discover value in using technologies that expand and deepen their client relationships, VoIP and its various value-add tools will become more and more popular.

5. Rob La Gatta: What do you hope to gain from attending the ABA TechShow, both personally and professionally?

Toby Brown: TechShow is a great way to stay in touch with emerging legal technologies and the people driving them. Every year of my involvement has given me some new important trend to watch and at least one new colleague with expertise I find interesting and valuable. The program is always exploring new paths, such as the Going Green and Client Relationship tracks new this year. I’m looking forward to my time in Chicago (minus the cold weather).

Interested in hearing more? Recent LexBlog Q & A posts:

Or, see our full list of legal blog interviews.

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