avvo webinar: 7 steps to producing a legal video, with michael mogill

HOSTED BY MICHAEL MOGILLPRESIDENT, CRISP VIDEO GROUP

7 steps to producing a legal video

1@mmogill

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about me• President of Crisp Video Group & Crisp Legal Video• Corporate Video & Digital Media Production Company• Team of experienced directors, producers, script writers, and digital marketing

professionals• Clients include both high-profile global brands and small community based

businesses• Mission is to help clients enhance their brand and expand their reach online

through videoweb — www.crispvideo.comtwitter — @mmogilllinkedin — www.linkedin.com/in/mogill

http://www.crispvideo.com/

http://www.linkedin.com/in/mogill

as featured in…

@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)

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who we work with


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The value of one minute of video is equivalent to 3,600 typical Web pages - it would take 150 days to write enough pages to get the same amount of exposure.

36% of online consumers trust video ads, establishing the company as a trustworthy business and knowledgable expert on the ad’s subject matter.

Videos in e-mail campaigns increase how often people follow the link from the email to the ad’s Web site by 96%

Videos improve the chances of a site appearing on the first page of Google search results by 50% Why should

you invest in online video marketing for your business?

Videos significantly increase how long viewers stay on a Web site - up to 2 minutes longer, on average.

35.2 billion video ads were viewed by Americans in December 2013 alone.

40% of people respond better to visual information than plan text.

After watching a video ad, brand consideration improves 21% for brands the consumer initially felt negatively toward, and 61% for brands they already liked. 57% of clients say video

increases confidence in a legal firm

VIDEO MARKETING 101


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If you’re not marketing with video,you’re committing marketingmalpractice.


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Testimonial

Practice Areas

OverviewEducationAL

TYPES OF VIDEOS


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7 Steps

to Producing

a Legal Video

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1. DEFINE THE GOAL

7 STEPS TO PRODUCING A LEGAL VIDEO

It is critical that the goal is

explicitly defined before the production

process begins.


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1. DEFINE THE GOAL

Every subsequent step should correlate to the overall goal

Crucial to ensure there is a way of tracking the goal

Metrics help determine whether or not the goal is being met

Know minimum ROI before the video is produced


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2. DEVELOP A CONCEPT AND CREATE A STORY

The video concept and story should

align with the goal of the

project



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2. DEVELOP A CONCEPT AND CREATE A STORY

Consider your audience and determine how to make an emotional connection with them

Focus each video on a specific topic Keep length of videos between one

and two minutes Maintain brand standards across

every video that you create


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3. PRE-PRODUCTION

Pre-production is arguably the

most important step in producing

a legal video.



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3. PRE-PRODUCTION WHO IS GOING TO BE FILMED? For a more ‘human touch’, feature people

involved in your business rather than using a voiceover

Assign roles ahead of time, including client testimonials

WHERE ARE YOU FILMING? The setting plays a role in telling the story and

should correlate to how you want your business to be portrayed

Multiple locations help facilitate movement of the story


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3. PRE-PRODUCTION

WHAT ARE YOU FILMING? Review topics that will be discussed ahead of time to

create a mental outline of key points that need to be mentioned

Write leading questions that will guide desirable responses Free-flowing speech is more natural and engaging to the

audience

HOW ARE THINGS BEING FILMED? Create a detailed shot list for the videographer and project

manager, so they can make sure every scene is captured Head-on shots vs. looking away from the camera Use b-roll as supplemental footage to break up long

speeches


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4. EQUIPMENT

The equipment that you use can directly correlate

with the production

quality of your video.



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4. EQUIPMENT

Use a high definition camera, such as a DSLR

Use external lighting, mics, and a tripod It is important to know which lenses, audio

equipment, and lighting are needed for specific shots

Videographer needs to know which exposure is most appropriate for intended shots


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5. DATE OF SHOOT

Proper preparation can alleviate a lot of the stress and

potential problems that

may arise on the day of a video

shoot.



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5. DATE OF SHOOT

Make sure there is a clearly defined schedule for the entire day including who is covering specific topics, what time people will arrive, and an allotted time slot for each interview

It is important to account for set-up and break-down time for each location

A half-day shoot (4 hours) is adequate for a single promotional video or two testimonial videos

A full day shoot (8+ hours) is necessary when multiple videos with different content are filmed in one day

Key to stick to the story that was developed during pre-production


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6. EDITING

The entire editing process is a series of steps

that can take anywhere from a

few hours to several days

depending on a variety of factors.



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6. EDITING Transfer footage from camera to computer Review every clip of footage to determine the best

shots Align the footage to assemble a clear and concise

story Color correction may be needed depending on

lighting sources Sync the audio from the external audio sources to

the corresponding video Unwanted external sounds may need to be

cleaned up from the audio to create clear and consistent levels

Obtain a license for music you intend to use in your video


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7. PLACEMENT

There is no purpose in

producing a legal video if it is not

utilized properly.



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7. PLACEMENT

There are multiple platforms that video can be utilized

Video is most commonly placed on company websites, social media pages, and email newsletters

Your video should be implemented on a platform that supports your goal

Place the video where people are searching for you in order to reach the intended audience, i.e. YouTube or Yelp

Tracking the video for goal metrics can begin once the video is placed online


1. Define a goal that can be measured

2. Develop a concept and create a story that aligns with your goal and target audience

3. Pre-Production: failing to plan is planning to fail

4. The quality of the equipment directly correlates to the quality of the video

6. Editing varies and requires a great amount of time and knowledge7. Placement of your video is one of the most important things to consider

SUMMARY

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5. Stick to the plan on the day of the shoot



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FREE eBOOK DOWNLOAD:CRISPLEGALVIDEO.COM/AVVO

Craft your video marketing strategy andmake video your competitive advantage!

Thank you!

Video is the most effective, yet underutilized, tool available to attorneys looking to gain more clients.

web — www.crispvideo.comtwitter — @mmogilllinkedin — www.linkedin.com/in/mogill

http://crisplegalvideo.com/avvo

http://www.crispvideo.com/

http://www.linkedin.com/in/mogill

avvo webinar: 7 steps to producing a legal video, with michael mogill

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