new approaches to using video for business development
TRANSCRIPT
New Approaches to Using Video for
Business Development Aden Dauchess, Director of Digital Marketing
Womble Carlyle Sandridge & Rice, PLLC
Adam L. Stock, Director of Marketing & Business Development
Allen Matkins Leck Mallory & Natsis LLP
Internet video is the fastest growing part of the web
Annual growth rate per year in the US – Nielsen, February 201145%
Video streams watched in U.S. in January 2011
– Nielsen, February 201114.5B
U.S. Internet audience that viewed online video
– Comscore, December 201084.2%
How does video help you online?
• Higher search rankings
• Social medium
• Effective for messaging
• Builds your brand as a content
provider
Levels of social media engagement
Like I like your message
Friend/Subscribe I’d like to join your community
Share/TweetI’d like others that I know to know about you
Buy/GiveI’d like to support you
Why video can be an effective medium for law firms
Highlights the lawyerClients ultimately hire the lawyer not the firm
Complex information can be explained simplyWe can communicate our expertise simply
Distribution is freeBecause it is in demand, others will distribute it for us
Key Steps for Video Marketing (Law Firm)
Objectives• Build Buy-in
• Assure Quality
• Proof of Concept
• Be Organized
• Track
Internal Tasks• Address Partners with
plan • Hire videographer or
find internal resources• Create internal or
‘light’ videos• Archive and reuse
footage• Use channels and
document success/failure
Thought leadership
Industry / Event
WCSR Video Flowchart – Conception to Analysis
Video Conception & Development
Video Taping & Editing
Distribution Monitoring & KPI
Video idea
Phase 1 Phase 2 Phase 3 Phase 4
Video idea
Determine audience
& type (series or one-off)
Copywriting (scripted or unscripted?)
Scheduling and travel logistics
Video shoot
Editing / post production
Formal approval process
WCSR.com
Social media
Creative channels
Earned media
Views/clicks
External & internal feedback
Analysis of success metrics
Determine what branding and
graphics need to be developed