Ethical Implications of Legal Marketing in a Web 2.0 World

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Scott Wolfe is a named plaintiff in a federal suit against the Louisiana State Bar Association, whereby he challenges new regulations on attorney advertising. Specifically, advertising online.

Scott used these slides in a presentation at the American Bar Associations' Young Lawyers Spring 2009 conference, in a seminar titled: Ethical Implications of Marketing in a Web 2.0 World.

The presentation examines the new Louisiana rules, and how the practical effects of the rules to attorneys advertising and marketing online.

Published in: Business, Design
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Ethical Implications of Legal Marketing in a Web 2.0 World

  1. 1. A Series of Tubes
  2. 2. 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
  3. 3. 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
  4. 4. “ 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...
  5. 5. What’s Exempt?
  6. 6. What’s Exempt? “Homepages” Emails
  7. 7. What’s Forbidden?
  8. 8. Traditional Advertising
  9. 9. Traditional Advertising
  10. 10. Google Ad Campaigns Have Multiple “Ad Groups”
  11. 11. Each Google Ad Group Has Multiple Variations
  12. 12. 2008 - $160.63 5 Ad Groups 15 Ad Variations $2,625.00 Based on Filing Fees Under Louisiana Rules
  13. 13. 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
  14. 14. • Easy to Change • Inexpensive • Advertising is Keyword Driven • Easy to Experiment with Variations
  15. 15. Non-Traditional Advertising Just Talking...
  16. 16. RSS Syndication Users Can Subscribed to Feeds Feeds Imported Into Other Websites Feeds Emailed
  17. 17. How to Stop All This Talking?
  18. 18. A Series of Tubes

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