Serving Client Communities Online
It used to be that the thickest sections of the yellow pages were for lawyers and glass repair shops. It wasn’t just that the law and glass were breaking all the time, but often they were breaking at the same time. They still are. Crisis is often an entry point for new clients. But it’s safe to say that new clients aren’t using the yellow book if they’re interested in speed. They’re using the net. To that end, in this talk we’ll address something called online earned advertising. It’s not the kind of advertising you buy. It the kind you earn and share online in service of your clients. Once earned, it’s something you help others to share online. Serving individual clients often means serving online communities. Clients are discussing your firm, sharing notes, reading your blogs, or looking up your briefs online. The power of the online referral taps into something the net does best: group forming around what people know best. In this talk we’ll look at tools and methods for serving 21st century client communities online.