Ethics: Marketing, Social Media, & Online Presence

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Ethics: Marketing, Social Media & Online PresenceChris | @ChrisHomer24@gngfoundCHRIS HOMERChris Tres HomerSEO Team LeadOur BookYour Online PresenceOnline heavily used for research2005Online = Website2015Online = Presence2005 2015THE FUTURE IS MOBILE*IDC Research Report 2013have 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 up62% say they can't recall the last time their smartphone wasn't next to them.25%Among smartphone owners age 18-44Millenials 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@gngfoundKEYWORDSBrandedLaw Firm of LeBret & HomerJabez LeBretChris HomerNon-BrandedEstate Planning AttorneyProbate AttorneyReal Estate Attorney(Not Provided)@gngfoundGOOGLE: NOT PROVIDED20052015@gngfoundOLD STANDARD SEARCH@gngfoundSEARCH IS GETTING LOCALKnowledge GraphFirm WebsiteFirm WebsiteImages LinkedInYelpAvvoPage #1Pigeon and MapsPigeon and DirectoriesAnswer Cards@gngfoundHow do you influence Google Search to show the RIGHT INFORMATION about your firm at the RIGHT TIME?Directory ListingsDirectory Listingscreate graphic split down sides@gngfoundGOOGLE+ LOCAL@gngfoundGOOGLE+ LOCALBook an AppointmentFrom GoogleGoogle+ Local16,713 ViewsNo BrandingNo ImagesGoogle+ LocalReplace image with g+ pic with visits data@gngfoundGOOGLE+ LOCALGoogle+ LocalGoogle+ 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))@gngfoundETHICS 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:@gngfoundETHICS OF DIRECTORIES @gngfound@gngfound Arkansas Model Rule 7.1(1) A lawyer shall not make a false, deceptive or misleading communication about the lawyer orthe 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 tomake the statement considered as a whole not materially misleading; or(b) Is likely to create an unjustified expectation about results the lawyer can achieve, orstates or implies that the lawyer can achieve results by means that violate the rules ofprofessional conduct or other law; or(c) Compares the lawyer's services with other lawyers' services, unless the comparisoncan 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 DIRECTORIESONLINE REVIEWS:OPTIMIZATION AND ETHICSAnd 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 businessImage of search result with stars@gngfoundONLINE REVIEWSReviewsWhere to Get Reviews:Reviews@gngfoundONLINE REVIEWSReviewsReviews - 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 EthicsEXAMPLE: 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 ProfessionYOUR LAW FIRM WEBSITE@gngfoundYour Website@gngfound Design & Structure Conversion Content EthicsESTABLISHING 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 WebsiteYour WebsiteYour Website@gngfoundDO YOU UNDERSTAND MY PROBLEM?@gngfoundPROOF I SHOULD CALL YOUYour Website@gngfoundCONTACT FORMWARNING: Attorney Client Relationship@gngfoundCONTACT PAGEYour Website DisclaimerKeyword StuffingBlocks of text listing cities and states a webpage is trying to rank forPasadena, Sherman Oaks, Encino, Culver City, Van Nuys, Santa Clara, Ventura, Simi Valley, Thousands OaksWe 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.comWe 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.comKeyword Stuffing1.Repeating the same words or phrases so often that it sounds unnatural, for example:mailto:Custom.Cigar@humidor.commailto:Custom.Cigar@humidor.comContent: Blogging? SEO Value? Fewer Posts, Deeper Content Still Important Add PersonalityEthics: Dont use namesHunter vs. VirginiaGhostwriter?@gngfound Common questions? 10 FAQ / 10 SAQ Localize National Topics Curate Content Local PostsWHAT TO BLOG ABOUT?Creating ContentThis 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 PagesPractice Area PagesOther ContentLawyer Bio(s)@gngfound@gngfoundMOBILE WEBSITE30%@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 STATSMobile Website SearchResponsive 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 ConductWEBSITE 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 substantiatedWEBSITE 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 reviewsWEBSITE ETHICSSocial MediaOPTIMIZATION AND ETHICSSocial Media @gngfoundSOCIAL MEDIANot a FadGood For RankingLooking Beyond@gngfoundFACEBOOKBrandingCover ImageLikesGeo InfoKeywords@gngfoundFACEBOOKBrandingCover ImageLikesGeo InfoKeywords@gngfoundFACEBOOK@gngfoundTWITTERTwitter@gngfound Indexable by Google Increase your Followers Follow people, ReTweet, and share HootSuite / SocialOomph Be Careful interactingTWITTER@gngfoundLINKED IN@gngfoundYOUR PICTURE MATTERS@gngfoundLINKEDINSkills and Expertise now Skills & Endorsements@gngfoundSKILLS & ENDORSEMENTS@gngfoundRecommendation:Edit Profile and turn off the display of EndorsementsLINKEDIN@gngfoundGOOGLE+@gngfoundGOOGLE+ LOCALSocial Media Nicolle Schippers ARAGEthics 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 copyEthics 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 achieveresults by means that violate the Rules of Professional Conduct or other law Ethics: Marketing, Social Media & Online PresenceChris | @ChrisHomer24@mark_homer | @gngfoundAlternative Local Marketing StrategiesOLD SCHOOLTake traditional marketing strategies and maximize search and social value Win Win - Win@mark_homer | @gngfoundPress 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 | @gngfoundPress Outreach@mark_homer | @gngfound@mark_homer | @gngfoundScholarships Direct outreach to schools (.edu) Scholarship websites Social magnification Tie into geo-location and industry Cast a wide net@mark_homer | @gngfoundSponsorships@mark_homer | @gngfoundPay 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 placementEthics: Marketing, Social Media & Online PresenceChris | @ChrisHomer24