A Series of Tubes

The Internet is not
“ something that you just
dump something on.
It's not a big truck. It's
a series of tubes.
Former U.S. Senator Ted Stevens
June 28, 2006 - Debating Net Neutrality Bill

Rule 7.6
“
7.6(a)
‘computer accessed communications’ are
defined as information regarding a
lawyer’s or law firm’s services that is read,
viewed, or heard directly through the use
of a computer.
“
7.6(d)
‘All computer accessed
communications...other than those
subject to subdivisions (b) and (c) of
this Rule, are subject to the
requirements of Rule 7.2

“
All other forms of computer-
p. 23
Handbook accessed communications -
i.e. not a lawyer or law firm’s
own Web Site or unsolicited
information disseminated by
e-mail - are subject to the
general rules applicable to all
forms of lawyer advertising...

What’s Exempt?

What’s Exempt?
“Homepages”
Emails

What’s Forbidden?

Traditional Advertising

Traditional Advertising

Google Ad Campaigns Have Multiple “Ad Groups”

Each Google Ad Group Has Multiple Variations

2008 - $160.63
5 Ad Groups
15 Ad Variations
$2,625.00
Based on Filing Fees Under Louisiana Rules

Title: 25 Characters
Ad: up to 35 Characters
Ad: up to 35 Characters
Link: up to 35 Characters
La. Rule 7.2(a): Required Content Of Advertisement
(1) Name of Lawyer
(2) Location of Practice

• Easy to Change
• Inexpensive
• Advertising is Keyword
Driven
• Easy to Experiment with
Variations

Non-Traditional
Advertising
Just Talking...

RSS Syndication
Users Can Subscribed to Feeds
Feeds Imported Into Other
Websites
Feeds Emailed

How to Stop All
This Talking?

A Series of Tubes