Ethics: Marketing, Social Media, & Online Presence

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  • Ethics: Marketing, Social Media & Online PresenceChris Homer

    tres@gngf.com | @ChrisHomer24

  • @gngfound

    CHRIS HOMER

    Chris Tres Homer

    SEO Team Lead

  • Our Book

  • Your Online Presence

  • Online heavily used for research

  • 2005

    Online = Website

    2015

    Online = Presence

  • 2005 2015

  • THE FUTURE IS MOBILE

    *IDC Research Report 2013

    have their phone on or

    near them for all but up to

    2 hours of their waking

    day.

    79

    % reach for their smartphone immediately

    after waking up

    62

    % say they can't recall the last time their smartphone

    wasn't next to them.

    25

    %

    Among smartphone owners age 18-

    44

  • Millenials

    18-33 years old now

    Yes, they are adults and many are middle managers

    with great income

    They grew up with mobile devices not phones

    On average send over 100 texts a day

    2/3 rather text than speak to someone on the phone

    They knew Amazon the retailer before Amazon the

    river

    75% are on social media (from a mobile device)

  • Gen Z

  • @gngfound

    KEYWORDS

    BrandedLaw Firm of LeBret & HomerJabez LeBretChris Homer

    Non-BrandedEstate Planning AttorneyProbate AttorneyReal Estate Attorney

    (Not Provided)

  • @gngfound

    GOOGLE: NOT PROVIDED

  • 2005

    2015

  • @gngfound

    OLD STANDARD SEARCH

  • @gngfound

    SEARCH IS GETTING LOCAL

  • Knowledge Graph

  • Firm Website

    Firm Website

    Images

    LinkedIn

    Yelp

    Avvo

    Page #1

  • Pigeon and Maps

  • Pigeon and Directories

  • Answer Cards

  • @gngfound

    How do you influence Google Search to show

    the RIGHT INFORMATION about your firm at

    the RIGHT TIME?

  • Directory Listings

  • Directory Listings

  • create graphic split down sides

  • @gngfound

    GOOGLE+ LOCAL

  • @gngfound

    GOOGLE+ LOCAL

    Book an

    Appointment

    From Google

  • Google+ Local

    16,713 Views

    No Branding

    No Images

  • Google+ Local

    Replace image with g+ pic with visits data

  • @gngfound

    GOOGLE+ LOCAL

  • Google+ Local

  • Google+ Local (My Business)

  • Ethics issues arise when you Claim the listing

    You are responsible for the content of the listing if you

    claim

    Online Directories are acceptable form of advertising

    (Rule 7.2-5(a))

    @gngfound

    ETHICS OF DIRECTORIES

  • You are responsible for the content of the listing

    Business description

    Categories / Services (Rule 7.4)

    A lawyer may communicate the fact that the lawyer does or

    does not practice in particular fields of law or limits his or her

    practice to or concentrates in particular fields of law.

    A lawyer shall not state or imply that a lawyer is a specialist in a

    particular field of law, unless both of the following apply:

    @gngfound

    ETHICS OF DIRECTORIES

  • @gngfound

  • @gngfound

    Arkansas Model Rule 7.1

    (1) A lawyer shall not make a false, deceptive or misleading communication about the

    lawyer or

    the lawyer's service. A communication is false, deceptive or misleading if it:

    (a) Contains a material misrepresentation of fact or law, or omits a fact necessary to

    make the statement considered as a whole not materially misleading; or

    (b) Is likely to create an unjustified expectation about results the lawyer can achieve, or

    states or implies that the lawyer can achieve results by means that violate the rules of

    professional conduct or other law; or

    (c) Compares the lawyer's services with other lawyers' services, unless the comparison

    can be factually substantiated; or

    (d) contains a testimonial or endorsement.

    ETHICS OF DIRECTORIES

  • @gngfound

    Be cautious when others are creating your directory listings,

    even if it is someone in house.

    Always double check the business description and practice areas

    that are listed on directories.

    ETHICS OF DIRECTORIES

  • ONLINE REVIEWS:

    OPTIMIZATION AND ETHICS

  • And that data is old2015 Survey: 92% of consumers now read online reviews (vs. 88% in

    2014)

    40% of consumers form an opinion by reading just 1-3

    reviews

    Only 13% of consumers consider using a business that

    has a 1 or 2 star rating

    Star rating is #1 factor used by consumers to judge a

    business

  • Image of search result with stars

  • @gngfound

    ONLINE REVIEWS

  • Reviews

    Where to Get Reviews:

  • Reviews

  • @gngfound

    ONLINE REVIEWS

  • Reviews

  • Reviews - The Ethics

    Dont make up profiles to write reviews

    You cant write your own online reviews

    Dont pay for reviews Rule 7.2c: A lawyer shall not give anything of value to a

    person for recommending the lawyers services except

    Be careful when asking for reviews You are responsible for the content of that review

  • Reviews - The Ethics

    EXAMPLE: Joe Smith leaves a review:

    Jim will win every time. He won $1 million for me in an auto accident lawsuit, Jim is the best Personal Injury attorney ever!!

  • A Culture of Reviews Ask for paper internal review at closing meeting

    Good review: whats their email address?

    Ask and provide a how-to guide

    Provide guidance on what NOT to say

    Its not easy in Legal Profession

  • YOUR LAW FIRM WEBSITE

  • @gngfound

  • Your Website

  • @gngfound

    Design & Structure

    Conversion

    Content

    Ethics

    ESTABLISHING YOUR WEBSITE

  • @gngfound

    Name / Brand

    Where are you located? How can I get a hold of you?

    Phone Number / Contact Form

    Do you understand my problem? What can you do for me?

    Proof I should call you?

    Easy to navigate and find things

    Schema Markup for Google (ask your webmaster)

    WEBSITE COMPONENTS

  • @gngfound

    Rule 7.5a: A lawyer shall not use a firm name, letterhead or other

    professional designation that violates Rule 7.1. A trade name

    may be used by a lawyer in private practice if it does not imply a

    connection with a government agency or with a public or

    charitable legal services organization and is not otherwise in

    violation of Rule 7.1.

    NAME - ETHICS

  • How do I call you?

    What do you do?

    What can you do for

    me?

    Proof I should call

    you?

  • Your Website

  • Your Website

  • Your Website

  • @gngfound

    DO YOU UNDERSTAND MY PROBLEM?

  • @gngfound

    PROOF I SHOULD CALL YOU

  • Your Website

  • @gngfound

    CONTACT FORM

    WARNING: Attorney Client Relationship

  • @gngfound

    CONTACT PAGE

  • Your Website Disclaimer

  • Keyword Stuffing

    Blocks of text listing cities and states a webpage is trying to rank for

    Pasadena, Sherman Oaks, Encino, Culver City, Van Nuys, Santa Clara, Ventura, Simi Valley, Thousands Oaks

  • We sell custom cigar humidors. Our custom cigar humidors are handmade. If youre thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at Custom.Cigar@humidor.com

    We sell custom cigar humidors. Our custom cigar humidors are handmade. If youre thinking of buying a custom cigar humidor, please contact our custom cigar humidorspecialists at Custom.Cigar@humidor.com

    Keyword Stuffing

    1.Repeating the same words or phrases so often that it sounds unnatural, for example:

    mailto:Custom.Cigar@humidor.commailto:Custom.Cigar@humidor.com

  • Content: Blogging?

    SEO Value?

    Fewer Posts, Deeper Content

    Still Important

    Add Personality

    Ethics:

    Dont use names

    Hunter vs. Virginia

    Ghostwriter?

  • @gngfound

    Common questions?

    10 FAQ / 10 SAQ

    Localize National Topics

    Curate Content

    Local Posts

    WHAT TO BLOG ABOUT?

  • Creating Content

    This does not mean that you cannot do your

    divorce yourself. However, many people who

    do not consult with attorneys may leave out

    certain very important provisions that can

    come back to haunt them later on, and cost

    them a great deal.

    Nevada Divorce Attorney + 12 Other States

  • City Pages

    Practice Area

    Pages

    Other Content

    Lawyer

    Bio(s)

  • @gngfound

  • @gngfound

    MOBILE WEBSITE

    30%

  • @gngfound

    34% of mobile internet users admit that their smartphone is their primary device for

    going online. (Pew Internet Project - May 2013)

    74% of adult smartphone owners aged 18 or older say they use their phone to get

    information based on their current location. (Pew Internet Project - May 2013)

    35% of Americans aged 16 or older own a tablet. (Pew Internet Project - September 2013)

    30% of mobile owners had used their phone in the previous 30 days to decide

    whether to visit a business (Pew Internet Project - April 2012)

    MOBILE STATS

  • Mobile Website Search

  • Responsive Design

    Fast Load Time Access to All Content Difficult to Code Correctly THE RIGHT ANSWER

  • @gngfound

    Make sure your web and content developers understand what

    you can and cant say about your experience, expertise, trial

    publicity, etc.

    Hiring Someone: the partner or lawyer must take reasonable

    efforts to ensure that the [company] they retain's actions are

    within the professional obligation of the lawyer and not violate the

    Rules of Professional Conduct

    WEBSITE ETHICS

  • @gngfound

    Do not mislead with your website copy

    Communications Concerning a Lawyer's Services

    No testimonials on website

    Avoid saying "I can save your business" or "higher my firm and you will

    walk free" - nothing that could lead someone to expect results

    Dont compare your firm to another like "Our firm is better than Smith

    and Smith" unless you can factually substantiated

    WEBSITE ETHICS

  • @gngfound

    Watch the content of your website pages

    Comparative Speech in title tags, meta descriptions, copy

    If you have pages in another language, e.g. In Spanish, then you must

    have a disclaimer in that language. Simple stating that your firm

    Hablamos Espanol does not require a Spanish disclaimer

    Disclaimer on your website should be on every page.

    A copy or recording of advertisements or written communication needs

    to be submitted to the state bar and retained by the law firm for 5 years

    (n) a lawyer can not pay anyone for a recommendation of the

    lawyer's services including reviews

    WEBSITE ETHICS

  • Social Media

    OPTIMIZATION AND ETHICS

  • Social Media

  • @gngfound

    SOCIAL MEDIA

    Not a Fad

    Good For Ranking

    Looking Beyond

  • @gngfound

    FACEBOOK

    Branding

    Cover Image

    Likes

    Geo Info

    Keywords

  • @gngfound

    FACEBOOK

    Branding

    Cover Image

    Likes

    Geo Info

    Keywords

  • @gngfound

    FACEBOOK

  • @gngfound

    TWITTER

  • Twitter

  • @gngfound

    Indexable by Google

    Increase your Followers

    Follow people, ReTweet, and share

    HootSuite / SocialOomph

    Be Careful interacting

    TWITTER

  • @gngfound

    LINKED IN

  • @gngfound

    YOUR PICTURE MATTERS

  • @gngfound

    LINKEDIN

    Skills and Expertise now Skills & Endorsements

  • @gngfound

    SKILLS & ENDORSEMENTS

  • @gngfound

    Recommendation:

    Edit Profile and turn

    off the display of

    Endorsements

    LINKEDIN

  • @gngfound

    GOOGLE+

  • @gngfound

    GOOGLE+ LOCAL

  • Social Media Nicolle Schippers ARAG

    Ethics Game:Case is finally over.

    Unanimous verdict!

    Celebrating tonight.

  • Social Media

    Ethics Game:Another great victory

    in court today! My

    client is delighted.

    Who wants to be

    next?

  • Social Media

    Ethics Game:Won a million

    dollar verdict. Tell

    your friends and

    check out my

    website.

  • Social Media

    Ethics Game:Won another

    personal injury case.

    Call me for a free

    consultation.

  • Social Media

    Ethics Game:Just published an article on wage and

    hour breaks. Let me

    know if you would like

    a copy

  • Ethics

    What counts as advice: (rule 4.3)

    When the lawyer knows or reasonably should know that the unrepresented person misunderstands the lawyers role in the matter, the lawyer shall make reasonable efforts to correct the misunderstanding. The lawyer shall not give legal advice to an unrepresented person, other than the advice to secure counsel, if the lawyer knows or reasonably should know that the interests of such a person are or have a reasonable possibility of being in conflict with the interests of the client.

  • Ethics

    Is this Advertising: (rule 7.3)

    A lawyer shall not by in-person, live telephone, or real-time electronic contact solicit professional employment from a prospective client when a significant motive for the lawyers doing so is the lawyers pecuniary gain

  • Ethics

    Dont Imply Results or Mislead

    Rule 7.1: A lawyer shall not make or use a false, misleading, or nonverifiable communication about the lawyer or the lawyers services. A communication is false or misleading if it contains a material misrepresentation of fact or law or omits a fact necessary to make the statement considered as a whole not materially misleading.

  • Ethics

    Creating a client relationship (1.6-1.8 Conflict of Interest)

    Discovery issues - Oops I didnt want to know that

    Rule 3.3 Candor to Tribunal

    Keep records of ads - screenshots

    The contents of advertisements and communications permitted under Rule 7.2 can be permanently recorded so that they cannot be disputed.

  • Ethics

    Mentioning Judicial Officers, Neutrals etc.

    Rule 8.4(d): state or imply an ability to influence improperly a government agency or official or to achieve

    results by means that violate the Rules of Professional Conduct or other law

  • Ethics: Marketing, Social Media & Online PresenceChris Homer

    tres@gngf.com | @ChrisHomer24

  • @mark_homer | @gngfound

    Alternative Local Marketing Strategies

    OLD SCHOOL

    Take traditional

    marketing strategies

    and maximize search

    and social value

    Win Win - Win

  • @mark_homer | @gngfound

    Press Outreach

    Use targeted Facebook posts to journalists

    Everyones a publisher Promote to trusted

    audience

    Dont just shout about your own stuff

    Get to know local press Twitter and

    LinkedIn

  • @mark_homer | @gngfound

    Press Outreach

  • @mark_homer | @gngfound

  • @mark_homer | @gngfound

    Scholarships Direct outreach to schools

    (.edu)

    Scholarship

    websites

    Social

    magnification

    Tie into geo-

    location and

    industry

    Cast a wide net

  • @mark_homer | @gngfound

    Sponsorships

  • @mark_homer | @gngfound

    Pay to Play Promote quality content via social media

    paid posts save money by targeting!

    Get some rich markup back by using

    Adwords

    Adwords is often 2/3 of mobile top of fold

    Figure out what directories are crushing it in

    your area and spend $$ for premium

    placement

  • Ethics: Marketing, Social Media & Online PresenceChris Homer

    tres@gngf.com | @ChrisHomer24