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Engagement and Consumer Law

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This is a presentation I gave to the South Carolina Law Review Symposium entitled: On Task?: Expanding the Boundaries of Legal Education, February 28, 2014.

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Engagement and Consumer Law

  1. 1. Engagement and Consumer Law Stephanie L. Kimbro - Copyright (c) 2014
  2. 2. Empowered Consumers Stephanie L. Kimbro - Copyright (c) 2014
  3. 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. 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. 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. 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. 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. 8. Gamification of law firm websites Games for legal services Example Engagement Methods Collaborating with Branded Networks Stephanie L. Kimbro - Copyright (c) 2014
  9. 9. Games for Social Good • Teaching legal issues, creating engagement and empowering with fun. • Proven psychology behind games Copyright 2014 (c) Stephanie Kimbro
  10. 10. Experimenting with Games for Legal Services Stephanie L. Kimbro - Copyright (c) 2014
  11. 11. Branded Networks Stephanie L. Kimbro - Copyright (c) 2014
  12. 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. 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. 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. 15. Ethics Stephanie L. Kimbro - Copyright (c) 2014
  16. 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