New Approaches to Using Video for Business Development Presentation Transcript
New Approaches to Using Video for Business Development Aden Dauchess, Director of Digital Marketing Womble Carlyle Sandridge & Rice, PLLCAdam L. Stock, Director of Marketing & Business Development Allen Matkins Leck Mallory & Natsis LLP
HOW BIG IS ONLINE VIDEO?
Internet video is the fastest growingpart of the web U.S. Internet audience that viewed online video84.2% – Comscore, December 2010 Annual growth rate per year in the US 45% – Nielsen, February 2011 Video streams watched in U.S. in January 201114.5B – Nielsen, February 2011
HOW DOES ONLINE VIDEO HELP LAW FIRMS?
How can a web site stand out? 300,000,000 web sites 200,000,000,000 searches/year
How does video help you online?• Higher search rankings• Social medium• Effective for messaging• Builds your brand as a content provider
Video is a social medium Traditional Social “Every audience has an audience”
Levels of social media engagement I’d like to support you Buy/GiveI’d like others that I know Share/Tweet to know about you Friend/Subscribe I’d like to join your community Like I like your message
Why video can be an effective mediumfor law firmsHighlights the lawyerClients ultimately hire the lawyer not the firmComplex information can be explainedsimplyWe can communicate our expertise simplyDistribution is freeBecause it is in demand, others will distribute it for us
Key Steps for Video Marketing (Law Firm)Objectives Internal Tasks• Build Buy-in • Address Partners with plan• Assure Quality • Hire videographer or find• Proof of Concept internal resources • Create internal or „light‟• Be Organized videos• Track • Archive and reuse footage • Use channels and document success/failure
WHAT KINDS OF CONTENT? WHAT IS EFFECTIVE?
Industry / Event
What social media channels should youuse for your online video?
Distribution via social media sites
Distribution on sites focused on the law
Which drive traffic to your web site
WCSR Video Flowchart – Conception to Analysis Phase 1 Phase 2 Phase 3 Phase 4Video Conception & Video Taping Distribution Monitoring & Development & Editing KPI Video idea Scheduling and WCSR.com Views/clicks travel logisticsDetermine audience Video shoot Social media External & internal& type (series or one- feedback off)Copywriting (scripted Editing / post Creative channels Analysis of success or unscripted?) production metrics Determine what Formal approval Earned media branding and processgraphics need to be developed
Summary• Plan (personnel, equipment)• Prepare Your Organization• Identify Types of Videos• Select Channels• Produce Quality Content