Video for Law Firm Business Development

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Online video is a growth area for law firms. This presentation highlights the "best of" videos for several law firms. Presented at the Marketing Partner Forum 2012

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Video for Law Firm Business Development

  1. 1. Video for Law FirmBusiness Development Adam L. Stock Director of Marketing & Business Development Allen Matkins
  2. 2. HOW BIG IS ONLINE VIDEO?
  3. 3. Video is the fastest growing part of theweb Or 169.3M U.S. Internet users will70.8% watch video in 2012 (up 7.1% from 2011). - eMarketer Video streams watched in U.S. in21.9B November 2011 - Nielsen, December 2011
  4. 4. WHY SHOULD LAW FIRMS USE ONLINE VIDEO?
  5. 5. 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 inexpensiveBecause it is in demand, others will distribute it for us
  6. 6. Video is a persuasive mediumAristotle’s Rhetoriclogos patterns of reasoningethos credibility and authoritypathos emotions and psychology
  7. 7. Our biggest challenge is standing outonline 366,000,000 web sites 200,000,000,000 searches/yearNetcraft - December 2011Comscore 2011
  8. 8. Video is favored in Internet search
  9. 9. Video is a social medium Traditional Social “Every audience has an audience”
  10. 10. There are many “small steps” in socialmedia engagement I’d like to support you  Buy/Give I’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
  11. 11. Good content gets shared
  12. 12. WHAT KINDS OF VIDEOCONTENT SHOULD LAW FIRMS PRODUCE?
  13. 13. Content should be dictated by youraudience and how they select counselBusiness-oriented Consumer -orientedThought leadership Call to Action/SolutionBrand/Reputation Building Education/InsightsChanges in Law/Solution Brand/Reputation BuildingBusiness Insights/Opportunities Thought leadership Reputation driven  Solution driven
  14. 14. hsutube.com – education
  15. 15. Oginski-law.com – malpracticeeducation
  16. 16. Tully Rinckey PLLC – Thoughtleadership
  17. 17. Business Insights/Opportunities –Womble Carlyle
  18. 18. Content-rich website – Allen Matkins
  19. 19. HOW DO YOU DISTRIBUTE VIDEO?
  20. 20. Your distribution strategy is dictated by youraudience Loyal Strangers Friends Clients Clients Sales Funnel But video is particularly strong in turning Strangers into Friends
  21. 21. Distribution by email
  22. 22. Distribution on your website – pop over
  23. 23. Distribution on your website –embedding
  24. 24. Distribution via online publication
  25. 25. Hosting & distribution via Youtube
  26. 26. Distribution via social media sites
  27. 27. Distribution on sites focused on the law
  28. 28. Which drive traffic to your web site
  29. 29. WHAT IS EFFECTIVE?
  30. 30. YouTube & Google Analytics showwhat works
  31. 31. HOW DO YOU PRODUCE VIDEOS?
  32. 32. Get buy-in1. Build the case  steal these slides!2. Set objectives3. Create a pilot project4. Manage quality5. Track returns
  33. 33. Build a video studio for $1,500
  34. 34. Editing software iMovie Camtasia Studio Final Cut Pro After Effects
  35. 35. Video development steps Determine Determine Develop script Shoot video type of video audience or briefing Review/ Edit 1st draft Review script Develop script Comment video DistributeEdit final video Final sign-off Upload video video Between 48 hours and 6 weeks
  36. 36. Video summary1. Too big to ignore2. Seems to have good value for lawyers3. Getting the tone and audience right is key4. There is a technical/expertise curve to overcome

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