Video for Law Firm Business Development

Video for Law Firm Business Development

Adam L. StockDirector of Marketing & Business Development

Allen Matkins

HOW BIG IS ONLINE VIDEO?

Video is the fastest growing part of the web

Or 169.3M U.S. Internet users will watch video in 2012 (up 7.1% from 2011). - eMarketer

70.8%

Video streams watched in U.S. in November 2011- Nielsen, December 2011

21.9B

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

Our biggest challenge is standing out online

366,000,000 web sites

Netcraft - December 2011Comscore 2011

200,000,000,000 searches/year

Video is favored in Internet search

Video is a social medium

Traditional Social

“Every audience has an audience”

There are many “small steps” in 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

Good content gets shared

WHAT KINDS OF VIDEO CONTENT SHOULD LAW

FIRMS PRODUCE?

Content should be dictated by your audience and how they select counselBusiness-oriented

Thought leadership

Brand/Reputation Building

Changes in Law/Solution

Business Insights/Opportunities

Reputation driven

Consumer -oriented

Call to Action/Solution

Education/Insights

Brand/Reputation Building

Thought leadership

Solution driven

hsutube.com – education

Oginski-law.com – malpractice education

Tully Rinckey PLLC – Thought leadership

Business Insights/Opportunities – Womble Carlyle

Content-rich website – Allen Matkins

HOW DO YOU DISTRIBUTE VIDEO?

Your distribution strategy is dictated by your audience

Strangers Friends ClientsLoyal

Clients

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

Hosting & distribution via Youtube

Distribution via social media sites

Distribution on sites focused on the law

Which drive traffic to your web site

WHAT IS EFFECTIVE?

YouTube & Google Analytics show what works

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 ProAfter Effects

Video development steps

Determine type of video

Determine audience

Develop script or briefing Shoot video

Develop scriptReview scriptEdit 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. Seems to have good value for lawyers

3. Getting the tone and audience right is key

4. There is a technical/expertise curve to overcome