2. IB HISTORY MAJOR MILESTONES
1996 2001 2005 2007 2010
Law Firm Web
Development
ON-PAGE FACTORS PAGE RANK
‘96 SMALL SITES ‘01 AUTHORITY SITES
Very little competition. Search engines begin to favor
Early adoptors win big. larger, more established sites.
3. IB HISTORY MAJOR MILESTONES
1996
2001 2005
Injury Board
2007 2010
Launches
ON-PAGE FACTORS PAGE RANK LOCATION MODIFIERS
‘96 SMALL SITES ‘01 AUTHORITY SITES ‘05 LOCAL CONTENT
Very little competition. Early Search engines begin to Searchers become more
adoptors win big.. favor larger, more sophisticated.
established sites.
4. IB HISTORY MAJOR MILESTONES
2001
2005 2007
199 6 Injury Board
2010
Blog Network
PAGE RANK LOCATION MODIFIERS CROWD SOURCING
‘01 AUTHORITY SITES ‘05 LOCAL CONTENT ‘07 OPEN COMMUNICATION
Search engines begin to favor Searchers become more Members request ways to share
larger, more established sites. sophisticated. knowledge and referrals.
5. IB HISTORY MAJOR MILESTONES
2005
2007 2010
199 6 200 1 Injury Board
Listservs &
Conferences
LOCATION MODIFIERS CROWD SOURCING SOCIAL WEB
‘05 LOCAL CONTENT ‘07 OPEN COMMUNICATION ‘10 RELATIONSHIPS
Searchers become more Members request more ways to Traffic to social sites surpases
sophisticated. share knowledge and referrals. that of search engines.
6. IB HISTORY MAJOR MILESTONES
2007
2010
1996 200 1 200 5 Radius of
Influence
Approach
CROWD SOURCING SOCIAL WEB
‘07 OPEN COMMUNICATION ‘10 RELATIONSHIPS
Members request more ways to Traffic to social sites
share knowledge and referrals. surpases that of search
engines.
7.
8. Radius of Influence
Strategy
1 Relationships Beat Advertising
2 Relationships Can Be Built Strategically
3 Audience, Message & Medium
4 Your Identity Must Resonate
5 The Web Is Increasingly Social
9. For More on ROI
radiusofinfluence.com
1 Blog Posts & White Papers
2 Annual Conferences & Road Shows
3 Online Community
10. The Injury Board
Association
PURPOSE PROMOTION
1 Connect Bassed on a Common Set of Values 1 New Injury Board Web Site
2 Work Together for a Better Future 2 Refocused Social Media Campaigns
3 Create & Share Best Practices for WOMM 3 Public Relations Efforts & Media Connections
4 Lead through Local, State & National TLAs 4 Identity Packages
5 Contribute to Your Communities 5 One-on-One Strategic Planning
11. Planning for the Future
Afternoon Workshop
1 Group & Individual Community Campaigns
2 Group & Individual Traditional Marketing Initiatives
3 TLA Support & Leadership Efforts
4 Increased Member Communication & Referrals
12. Claris Legal Marketing
Implementation
Properties &
Agency Services Platforms
Publications
1 Design: Print & Online 1 The Safety Report 1 Claris Web
2 Social Media Campaigns 2 The Injury Board Blog Network 2 Claris TV
3 Writing 3 Civil Justice System (Beta)
4 Consulting
5 Training & Education
13. The Progression
From Strategy to Implementation
Radius of Influence:
Strategy A word-of-mouth marketing approach designed
specifically for plaintiffs firms.
The Injury Board:
Association An association of trial lawyers working
together to magnify their individual word-of-
mouth marketing efforts.
Claris Legal Marketing:
Implementation A word-of-mouth marketing agency dedicated
to helping plaintiffs firms execute ROI
concepts, individually and as a group.
14.
15. Why Change the Name of the Blog Network?
An ROI Analysis
The Blog Network The Association
1
Stage: 1
Stage:
First Touch Reinforcement Touch
2
Bias: 2
Bias:
Skeptical More Trusting
3
Goal: 3
Goal:
Relationships Conversion
16. Blog Network Name Change
Requirements
1 Clearly define site content for readers.
2 Minimize reader bias.
3 Present image of a professional news organization.
4 Enhance identity of contributors.
5 Allow for discussion of non-injury related legal issues.
17.
18. Blog Network Name Change
Additional Options
1 Consumer Law Daily
2 Civil Justice Journal
3 Injury Law Daily
4 Consumer Law Update
5 Consumer Law Report
