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Engagement

and

Consumer Law

Stephanie L. Kimbro - Copyright (c) 2014
Empowered Consumers

Stephanie L. Kimbro - Copyright (c) 2014
Online Legal Conversations
Consumers

Rocket Lawyer
Pearl.com

LegalZoom

Other Branded Networks
Bloggers

Press

Where are the lawyers?
Stephanie L. Kimbro - Copyright (c) 2014
From placeholders to
conversations

• Online marketing tools are a part of
the online conversation around legal
services.
• Integrated with social media these
tools expand the engagement.
Stephanie L. Kimbro - Copyright (c) 2014
• Positive experience
– Removing the intimidation of working with lawyers
– Encouraging people to learn the law and their legal rights
BEFORE something happens
– Identifying Legal Need

• 2014 LSC
Report of the Summit on the Use of Technology to Expand A
• Kimbro’s International Report for Ark Publishing
Stephanie L. Kimbro - Copyright (c) 2014
Engagement Comes First
• How?
– Educational, self-help resources available online
•
•
•
•
•
•

Web advisors, web calculators
Expert systems, checklists
Document Automation and Assembly
Free legal forms with instructions
Video tutorials
Online tri-age methods to identify
the existence of a legal need
• Matching legal need of consumer with appropriate
service – whether that’s the law firm, unbundled, selfhelp, legal aid, etc.
Stephanie L. Kimbro - Copyright (c) 2014
What We Know
• Easier with a personal or law firm brand in
place and an online presence
• Human touch is still necessary
– Middle-person, virtual assistant or receptionist
– Minimal handholding before transfer and/or
conversion from lead to paying client

• Consumers still prefer to find lawyers by
referral from friends and family
– But are they using Social Media to obtain these
referrals? Are they online when they are making
this connection? L. Kimbro - Copyright (c) 2014
Stephanie
Gamification of
law firm websites
Games for legal
services

Example
Engagement Methods

Collaborating
with Branded
Networks

Stephanie L. Kimbro - Copyright (c) 2014
Games for Social Good
• Teaching legal
issues,
creating
engagement
and
empowering
with fun.
• Proven
psychology
behind games

Copyright 2014 (c) Stephanie Kimbro
Experimenting with Games for Legal Services

Stephanie L. Kimbro - Copyright (c) 2014
Branded Networks

Stephanie L. Kimbro - Copyright (c) 2014
Online Marketing Tools
•
•
•
•
•
•
•
•
•

Q&A sites, Forums
Online profiles
Hosting and sharing content
Online brand building
Secure online communication
space
Video conferencing tools
Document automation and assembly systems and document
libraries
Expert systems to advise decision making
Matching services to connect the user to a consumer
Stephanie L. Kimbro - Copyright (c) 2014
Outcomes?
• Analytics to determine successful engagement
– Depends on the method(s)
– What data do you want to collect?
– Define successful

• Tailor to meet needs of law firm target client
base
• Different from Lead/Conversion Monitoring?
• Tools:
– Hubspot
– Google Analytics
– Wordpress Analytics L.-Kimbro - Copyright (c) 2014
Lead Generation Monitoring Tools
Stephanie
AFTER Engagement
• The transfer and conversion
• Mobile Access
– Secure Client Portals
– Video conferencing, real-time chat, virtual
assistance, etc.
– Alternative methods of communicating with the
lawyer

• Unbundling
– with Adequate Self-Help Resources and instructions

• Alternative Payment Methods
Stephanie L. Kimbro - Copyright (c) 2014
Ethics

Stephanie L. Kimbro - Copyright (c) 2014
Stephanie Kimbro, M.A., J.D.
 www.virtuallawpractice.org
 @StephKimbro
BOOKS:
-Virtual Law Practice: How to Deliver Legal Services Online,
ABA/LPD (2010)
-Limited Scope Legal Services: Unbundling and the Self-Help
Client, ABA/LPD (2012)
-Consumer Law Revolution: Lawyer’s Guide to the Online Legal
Marketplace, ABA/LPD, (2013)
- Online Legal Services for the Client-Centric Law Firm,
Managing Partner, Ark Group Publishing, 2013
Stephanie Kimbro Copyright (c) 2014

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Engagement and Consumer Law

  • 1. Engagement and Consumer Law Stephanie L. Kimbro - Copyright (c) 2014
  • 2. Empowered Consumers Stephanie L. Kimbro - Copyright (c) 2014
  • 3. Online Legal Conversations Consumers Rocket Lawyer Pearl.com LegalZoom Other Branded Networks Bloggers Press Where are the lawyers? Stephanie L. Kimbro - Copyright (c) 2014
  • 4. From placeholders to conversations • Online marketing tools are a part of the online conversation around legal services. • Integrated with social media these tools expand the engagement. Stephanie L. Kimbro - Copyright (c) 2014
  • 5. • Positive experience – Removing the intimidation of working with lawyers – Encouraging people to learn the law and their legal rights BEFORE something happens – Identifying Legal Need • 2014 LSC Report of the Summit on the Use of Technology to Expand A • Kimbro’s International Report for Ark Publishing Stephanie L. Kimbro - Copyright (c) 2014
  • 6. Engagement Comes First • How? – Educational, self-help resources available online • • • • • • Web advisors, web calculators Expert systems, checklists Document Automation and Assembly Free legal forms with instructions Video tutorials Online tri-age methods to identify the existence of a legal need • Matching legal need of consumer with appropriate service – whether that’s the law firm, unbundled, selfhelp, legal aid, etc. Stephanie L. Kimbro - Copyright (c) 2014
  • 7. What We Know • Easier with a personal or law firm brand in place and an online presence • Human touch is still necessary – Middle-person, virtual assistant or receptionist – Minimal handholding before transfer and/or conversion from lead to paying client • Consumers still prefer to find lawyers by referral from friends and family – But are they using Social Media to obtain these referrals? Are they online when they are making this connection? L. Kimbro - Copyright (c) 2014 Stephanie
  • 8. Gamification of law firm websites Games for legal services Example Engagement Methods Collaborating with Branded Networks Stephanie L. Kimbro - Copyright (c) 2014
  • 9. Games for Social Good • Teaching legal issues, creating engagement and empowering with fun. • Proven psychology behind games Copyright 2014 (c) Stephanie Kimbro
  • 10. Experimenting with Games for Legal Services Stephanie L. Kimbro - Copyright (c) 2014
  • 11. Branded Networks Stephanie L. Kimbro - Copyright (c) 2014
  • 12. Online Marketing Tools • • • • • • • • • Q&A sites, Forums Online profiles Hosting and sharing content Online brand building Secure online communication space Video conferencing tools Document automation and assembly systems and document libraries Expert systems to advise decision making Matching services to connect the user to a consumer Stephanie L. Kimbro - Copyright (c) 2014
  • 13. Outcomes? • Analytics to determine successful engagement – Depends on the method(s) – What data do you want to collect? – Define successful • Tailor to meet needs of law firm target client base • Different from Lead/Conversion Monitoring? • Tools: – Hubspot – Google Analytics – Wordpress Analytics L.-Kimbro - Copyright (c) 2014 Lead Generation Monitoring Tools Stephanie
  • 14. AFTER Engagement • The transfer and conversion • Mobile Access – Secure Client Portals – Video conferencing, real-time chat, virtual assistance, etc. – Alternative methods of communicating with the lawyer • Unbundling – with Adequate Self-Help Resources and instructions • Alternative Payment Methods Stephanie L. Kimbro - Copyright (c) 2014
  • 15. Ethics Stephanie L. Kimbro - Copyright (c) 2014
  • 16. Stephanie Kimbro, M.A., J.D.  www.virtuallawpractice.org  @StephKimbro BOOKS: -Virtual Law Practice: How to Deliver Legal Services Online, ABA/LPD (2010) -Limited Scope Legal Services: Unbundling and the Self-Help Client, ABA/LPD (2012) -Consumer Law Revolution: Lawyer’s Guide to the Online Legal Marketplace, ABA/LPD, (2013) - Online Legal Services for the Client-Centric Law Firm, Managing Partner, Ark Group Publishing, 2013 Stephanie Kimbro Copyright (c) 2014