video for law firms - director's cut
TRANSCRIPT
Video for Law Firms:Director’s Cut
Adam L. StockChief Marketing & Client Services Officer
Allen [email protected] @adamlstock
THE SIZE OF ONLINE VIDEO
Video is an increasingly important online format
78% of adults watch or download online video
- Pew Internet, October 2013
189M Americans watched 49.1B online videos in Oct. 2013
- Comscore VideoMetrix
260views/month
/person
WHY SHOULD LAW FIRMS USE ONLINE VIDEO?
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 inexpensiveBecause it is in demand, others will distribute it for us
Video is a persuasive medium
Aristotle’s Rhetoric
logos patterns of reasoning
ethos credibility and authority
pathos emotions and psychology
DISTRIBUTION
Our biggest challenge is standing out online
>2,010,000,000 web pages
WorldWideWebSize.com – December 2013Google – June 2013
5,600,000,000,000 searches/year
Video is a social medium
Traditional Social
“Every audience has an audience”
WHAT KINDS OF VIDEO CONTENT SHOULD LAW FIRMS PRODUCE?
There is a video version of every type of content you create…
Type
Legal Alerts / Legal Information
Press Releases
News / Earned Media
Attorney Bios
Practice Group Information
Education - Lead Generation
Client Profiles
Recruiting
Positioning / Event Promotion
Public Service / Charity
Culture
You need to explorewhat works for your
firm
Example: Legal AlertAllen Matkins
Example: Press ReleaseAllen Matkins
Example: Earned MediaTully Rinckey PLLC
Example: Education - Lead GenerationOginski-law.com – Medical malpractice education
Example: Practice Group InformationAllen Matkins
Example: Education – Industry insightsBaker Donalson
Example: Positioning/Event PromotionWomble Carlyle
Over 13,000 views!
Example: CultureAllen Matkins – Call Me Maybe Legal Parody
HOW DO YOU DISTRIBUTE VIDEO?
Your distribution strategy is dictated by your audience
Strangers Friends ClientsLoyalClients
But video is particularly strong in turning Strangers into Friends
Sales Funnel
Distribution by email
Distribution on your website – pop over
Distribution on your website – embedding
Distribution via online publication
Distribution via social media sites
WHAT IS EFFECTIVE?
HOW DO YOU PRODUCE VIDEOS?
Get buy-in
1. Build the case steal these slides!
2. Set objectives
3. Create a pilot project
4. Manage quality
5. Track returns
Build a video studio for $1,500
Editing software
iMovieCamtasia StudioFinal Cut ProAdobe Premiere
Video development stepsDetermine
type of videoDetermine audience
Develop script or briefing
Shoot videoDevelop script
Review script
Edit 1st draft video
Review/ Comment
Edit final video
Final sign-off
Upload video
Distribute video
Between 48 hours and 6 weeks
Video summary
1. Too big to ignore
2. Proven value for lawyers
3. Getting the tone and audience right is key
4. Significant technical/expertise curve to overcome