College of Law Practice Management Futures Conference October 26, 2012 Stephanie Kimbro, M.A., J.D.
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)
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.
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
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.
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.
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
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.