These are the slides from my part of the panel presentation at the College of Law Practice Management Futures Conference at Georgetown Law, October 26, 2012.

1. College of Law Practice Management
Futures Conference
October 26, 2012
Stephanie Kimbro, M.A., J.D.

3.  As of February 2012, 46% of adults in the States
are smartphones owners.
(Report
 from the Pew Internet and American Life Project “Nearly Half of All American Adults are Smart
Phone Owners” by Aaron Smith http://pewinternet.org/Reports/2012/Smartphone-Update-
2012/Findings.aspx)
 Mobile data traffic internationally is expected to
increase eighteen fold between 2011 and 2016.
 One report states that by the end of 2012, the
number of mobile devices will surpass the number
of individuals on earth.
 (Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2011–2016 at
http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11
-520862.html)

4.  Over half of all Americans over the age of 65 report using the
Internet or email.
 Individuals are using their devices to schedule events with
others, solve a problem or answer a question for themselves
or someone else, and make purchasing decisions among
other things.
 Future clients will want to text or use social media to engage
with their lawyers.

5.  Cloud-based technology services produced by
companies which allow lawyers to market services or
products through a number of different techniques:
• online forums
• question and answer sites
• hosting online profiles with contact information
• hosting and sharing content
• online brand building
• providing a secure online communication space
• matching services
• expert systems
• legal document assembly tools

6.  Developed by companies that wish to sell different
forms of legal services to the public, such as legal
document creation or legal forms.
• Supplement with a network of lawyers who use the
company’s tools to provide experienced legal advice and
other professional services.
 Company benefits from association with licensed
lawyers.
 Lawyers benefit having name and brand extended
to a larger pool of prospective clients.
• legal documents or forms the prospective client brings with
him or her to the lawyer.

7.  Shift
in control from service
providers to consumers
• See Cluetrain Manifesto, Project VRM
 Onlinemarketing tools are part of
this conversation.
 Integrated
with social media these
tools expand the engagement.

8.  Where is the conversation around legal
services?
 Who are the players?
 How can law firms connect?
• Identify client base
• Find out where they are and what applications they
use the most often
• Decide what “voice” the firm will have, how it will
engage, which lawyers will be a part of the
conversation

9.  Outside our industry marketing is shifting to
storytelling.
 Findingways to relate to the consumer in
terms of common interests – Just as you
would when having a conversation.
 Connections may be established by relating
experiences.
 Establishes trust, increases brand building.

17. Stephanie Kimbro, M.A., J.D.
skimbro@burton-law.com
@StephKimbro
Blog: virtuallawpractice.org