May 3 - 4, 2012
Seattle, Washington
Bell Harbor Conference Center
Ticket Price $625
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Thursday, May 3rd
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View Agenda for May 4th
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7:30AM - 8:30AM
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Registration and Breakfast
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8:30AM - 9:30AM
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KEYNOTE: The Evolution of Local Search
- Rich Barton, Co-Founder and Executive Chairman, Zillow and Founder, Expedia
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9:30AM - 10:30AM
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Integrated Marketing for Lawyers
- Mark Britton, Founder and CEO, Avvo
Lawyers and legal marketers understand their firm needs a website, a logo and even business cards. Many also understand the benefit of blogging, email newsletters, answering questions on Avvo and having a business page on Facebook. But not many lawyers know where to focus their marketing efforts and how to strategically piece together each initiative so that they support the firm's overall brand and key messages. Learn how to develop an integrated marketing plan that will drive more business.
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10:30AM - 11:00AM
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Morning break
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11:00AM - 12:00PM
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Solo by Choice: Marketing a Successful Practice on Your Own
- Carolyn Elefant, Founder and Principal Attorney, Law Offices of Carolyn Elefant
Carolyn Elefant, lawyer, author and champion for solo and small firm practitioners at her blog MyShingle.com, will discuss how she built her energy regulatory practice while also creating a robust online presence and a social network of fans and followers. She will share her online marketing experiences and provide insight on the tools and tactics she believes are valuable for other solo and small firm attorneys to implement.
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12:00PM - 1:30PM
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Lunch
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1:30PM - 2:30PM
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Social Media for Lawyers: Bridging the Gap between the Online and Offline Worlds
- Matt Homann, Lawyer,
Innovational Speaker, Creative Facilitator
In the era of social media, the purpose of using these online tools is often clouded by the hype surrounding each platform. Facebook, LinkedIn, Twitter, YouTube and Google+ are all the rage, but how should lawyers decide where and how to engage? How is networking online different than networking offline? Or is it? During this session, Matt Homann will discuss how to approach social media as part of your overall marketing strategy, identify your target audience, set objectives and goals and measure activities for success. Hear examples of best practices that will get the right message in front of the right people.
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2:30PM - 3:30PM
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PANEL: Social Media for Lawyers
Social media panel discussion with practicing lawyers.
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3:30PM - 4:00PM
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Afternoon break
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4:00PM - 5:00PM
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Everything you Need to Know about Local Search and Google Places
- Michael Blumenthal, Online Search Consultant
People in your area are searching for your services - is your business being found? They are also telling others about their experiences - do you know what they are saying? Hear from Michael Blumenthal, an online search consultant, share the latest trends and best practices in local search and Google Places, and how that to make it an integral part of your firm's marketing strategy. He will also cover the topic of online reviews - how lawyers can maximize positive feedback and determine the best response to negative or lackluster reviews that demonstrates professionalism and willingness to solve problems.
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Time TBC
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Networking Reception (Location TBC)
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Friday, May 4th
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View Agenda for May 3rd
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7:30AM
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Breakfast
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8:00AM - 9:00AM
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Ethical Issues in Online Legal Advertising and Social Media Marketing (1hr CLE)
- Josh King, General Counsel, Avvo
Avvo's General Counsel will cover the latest decisions and opinions surrounding legal marketing, provide examples of how lawyers can and cannot promote their services as well as answer any questions about industry rules and regulations that impact online activities amidst a rapidly evolving technology marketplace. Specific topics include online advertising, attorney and law firm websites and social media.
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9:00AM - 9:45AM
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PANEL: How to Maximize Avvo
Hear how other lawyers are using Avvo to turn leads into clients.
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9:45AM - 10:00AM
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Morning break
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10:00AM - 11:00AM
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How to Build an Innovative Practice
- Ari Kaplan, Founder, Ari Kaplan Advisors
While the Internet offers a wealth of opportunities for lawyers to connect with potential clients, it has also created an extremely competitive landscape for lawyers seeking to stand out. In this session, learn how to reinvent your practice and raise your presence online in today's changing digital landscape. Ari Kaplan, Esq., author of Reinventing Professional Services - Building Your Business in the Digital Marketplace (Wiley, 2011) will discuss strategic cost-effective tactics for transforming your law practice, incorporating incremental innovation and targeting your efforts.
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11:00AM - 12:00PM
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Marketing in the Age of Google
- Vanessa Fox, Founder, Nine by Blue
A search engine optimization strategy is a critical component for all lawyers seeking to enhance their reputation and attract more business online. Vanessa Fox, author of the book Marketing in the Age of Google and creator of Google Webmaster Tools, will provide a clear outline for how lawyers can optimize their website to stand out in organic searches. Focusing on quality content and the customer experience, as well as keyword selection and getting indexed, lawyers will learn a comprehensive approach for achieving the search goal that matters most: engaging with the people who want to find information about your services. She will address issues around multimedia content, highlight common mistakes organizations make when optimizing their sites and cover how to track and measure SEO success.
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12:00PM - 1:30PM
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Lunch
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1:30PM - 2:30PM
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Pay-Per-Click Advertising: Keys to Success for Lawyers
- Mark Kelly, President, Chair 10 Marketing
Pay-per-click advertising for lawyers is one of the most competitive. With the average cost for each ad click often $10 to $20 or more, spending on pay-per-click advertising can add up fast. At the same time, search engines continue to dedicate more and more prime page "real estate" to pay-per-click ads. Success with pay-per-click is not just writing some ad text, setting a few bids and putting your ads live. Mark Kelly, President of Chair 10 Marketing, an Internet marketing agency, will explain that pay-per-click success comes from proper planning, setup, performance tracking, reporting, and ongoing optimization of your pay-per-click campaigns. He'll discuss real-world tips for law firms to drive increased client leads from pay-per-click advertising.
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2:30PM - 3:30PM
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Microsoft Bing and Beyond: The Future of Search
- Duane Forrester, Senior Product Manager, Microsoft Bing
Search continues to evolve and grow even more competitive as organizations strive to stay on top of the search results for terms and topics that are important to their business. How can you keep one step ahead? With new developments in mobile, video, voice and even social media - what does the future of search hold? Hear Duane Forrester, the Senior Product Manager with Bing's Webmaster Program, share what the search landscape will look like - and most important, what lawyers can do to adapt to these changes and keep driving clients to their website or blog.
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3:30PM - 4:00PM
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Afternoon break
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4:00PM - 4:30PM
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Sneak Peek: What's Next from Avvo
- Sendi Widjaja, Chief Technology Officer, Avvo
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4:30PM - 5:00PM
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20 Things in 20 Minutes & Closing
Instead of the traditional dull conference wrap-up, we'll end with a fast paced, lightening round of twenty of the hottest websites, gadgets and technologies poised to change the face of the legal profession in 2012 and beyond.
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