Consumer Law Revolution - Online Marketing Tools

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These are the slides from my part of the panel presentation at the College of Law Practice Management Futures Conference at Georgetown Law, October 26, 2012.

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Consumer Law Revolution - Online Marketing Tools

  1. 1. College of Law Practice Management Futures Conference October 26, 2012 Stephanie Kimbro, M.A., J.D.
  2. 2.  As of February 2012, 46% of adults in the States are smartphones owners. (Report from the Pew Internet and American Life Project “Nearly Half of All American Adults are Smart Phone Owners” by Aaron Smith http://pewinternet.org/Reports/2012/Smartphone-Update- 2012/Findings.aspx) Mobile data traffic internationally is expected to increase eighteen fold between 2011 and 2016. One report states that by the end of 2012, the number of mobile devices will surpass the number of individuals on earth. (Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2011–2016 at http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11 -520862.html)
  3. 3.  Over half of all Americans over the age of 65 report using the Internet or email. Individuals are using their devices to schedule events with others, solve a problem or answer a question for themselves or someone else, and make purchasing decisions among other things. Future clients will want to text or use social media to engage with their lawyers.
  4. 4.  Cloud-based technology services produced by companies which allow lawyers to market services or products through a number of different techniques: • online forums • question and answer sites • hosting online profiles with contact information • hosting and sharing content • online brand building • providing a secure online communication space • matching services • expert systems • legal document assembly tools
  5. 5.  Developed by companies that wish to sell different forms of legal services to the public, such as legal document creation or legal forms. • Supplement with a network of lawyers who use the company’s tools to provide experienced legal advice and other professional services. Company benefits from association with licensed lawyers. Lawyers benefit having name and brand extended to a larger pool of prospective clients. • legal documents or forms the prospective client brings with him or her to the lawyer.
  6. 6.  Shift in control from service providers to consumers • See Cluetrain Manifesto, Project VRM Onlinemarketing tools are part of this conversation. Integrated with social media these tools expand the engagement.
  7. 7.  Where is the conversation around legal services? Who are the players? How can law firms connect? • Identify client base • Find out where they are and what applications they use the most often • Decide what “voice” the firm will have, how it will engage, which lawyers will be a part of the conversation
  8. 8.  Outside our industry marketing is shifting to storytelling. Findingways to relate to the consumer in terms of common interests – Just as you would when having a conversation. Connections may be established by relating experiences. Establishes trust, increases brand building.
  9. 9. Stephanie Kimbro, M.A., J.D.skimbro@burton-law.com@StephKimbroBlog: virtuallawpractice.org

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