How to Market your Law Practice         with Video           DREW KELLER
Background
WHY USESOCIAL ENTERPRISE VIDEO
http://bit.ly/UPRcKw
The YouTube Statistics You Shouldn’t Ignore•   +3 Billion video views per day•   +55% Market-share of video-hosting•   2nd...
PRODUCTION
Rules • Really there are none • More like Guidelines • Common practices   proven to be effective
And you are making a video…    Why?
The Mistakes that will Kill Your Video•   Technical Flaws•   Too many points•   No emotion•   The REALLY hard sell•   Tool...
Keep Your Audience Engaged                                            Most online video                                   ...
STORYTELLING
Story
3 Big QuestionsWhat are Expectations? What is your story?
3 Big QuestionsWho is Your Audience?
Will your message Stick?    Engaging, not viral    Shorter is better    Find your passion    Show don’t tell    Edit    Mu...
SCRIPTING
Do You need a Script? Extemporaneous is an option Most every video improves with a script Event interviews
How Do You Script a Video? Outlining ideas   – Leverage the work you have already done   – Even if Ad-Libbing write it out...
How Do You Script a Video?
How Do You Script a Video?How do you film around the script?                                     http://vimeo.com/3207870
How Do You Script a Video? Storyboard Script
How Do You Script a Video? • Alternatives to Scripting     –   Post-it notes off camera     –   Cue cards / White board   ...
SHOOTING YOUR STORY
How does environment shape your story?
Environment              http://bit.ly/TXAFTe
The environment is a character in your story. It frames yoursubject and gives clues to your audience.
How important is the location to the message?
Avoid unlit, unattractive, and unappealing backgrounds.
Even an abstract background should frame your story
When framing tells the audience all they need to know
Look carefully at the background of your shot.Get rid of clutter, white walls, distracting backgrounds
Don’t shoot your professional services video in your kitchen.
Avoid Trite Symbols      The Leather Chair
Avoid Trite Symbols    The Bookshelf of Case Law
Avoid Trite Symbols     The Wall of Degrees
Avoid Trite Symbols     The Scales of Justice
Avoid Trite Symbols      The Grip of Trust
Avoid Trite Symbols• These items are so common in legal videos  they are predictable and do not add value to  your narrati...
Focal Length
• There is a psychology to camera height• There is a psychology to the size of your  subject in their environmenthttp://bi...
Camera HeightConsider the height of the camera as you tell yourstory.
LIGHTING
Why should we light our productions?Lighting will make your work look more professional
Lighting  3 point lighting
3 Point Lighting
Lighting ProgressionNo Lighting
Lighting ProgressionKey Light
Lighting ProgressionKey and Fill lights
Lighting ProgressionKey , Fill & Hair lights
Light with Available Resources     • Look before you shoot     • Take inventory     • Figure out bright to dim
Using office lightinghttp://bit.ly/TwDH4s
LightingPerils of available light   – Back lighting – those pesky silhouettes   – Overhead lighting – Raccoon Eyes
Using office lightinghttp://bit.ly/Sw8zAG
AUDIO
Microphones•   Camera mics     – Stereo     – Mono•   External mics     – Mini v. XLR            connectors     – Omni dir...
Microphones•   Camera mics     – Stereo     – Mono•   External mics     – Mini v. XLR            connectors     – Omni dir...
Microphones•   Camera mics     – Stereo     – Mono•   External mics     – Mini v. XLR            connectors     – Omni dir...
http://bit.ly/OyW3fI
Headphones
DISTRIBUTION
Share Your Video Publicly
o   helps you gain exposure and direct    traffic back to your websiteo   sparks interesto   videos can be low-fi and chea...
YouTube Ranking Factors
http://www.youtube.com/TheStoryGuide
Successful VideosAnimation is an engagingway to convey abstractideashttp://bit.ly/UQYC0b
Successful VideosWhile somewhat stridentin tone, this video has aclear understanding of theclients and the targetaudienceh...
Successful VideosThis is the flip side of thestrident tone. If I were introuble and needed help,this would be someone Iwou...
Successful VideosThe value in this exampleis consistent tone,message and number ofposts. This channel helpsthe firm be see...
Channel CreationThe overall branding, lookand fee of this channel onYouTube is very successful.If you compare it to theirs...
Do                                          Don’to    be informative, useful, or             o   be afraid to experiment u...
PRODUCTION RECOMMENDATIONS
WHICH CAMERA IS THE RIGHT CAMERA?
http://bit.ly/Sj8KJO
Small Format CamerasKodak Zi10 Playtouch $150Flip Mino & Kodak Zi8 $???
Point and ShootSony Cybershot DSC HX5VPanasonic Lumix DSC zs7
Consumer HD Cameras• Canon VIXIA HF M30 $550                                 • Canon VIXIA HF100 $675*• Sony Handycam HDR-...
The Next Wave of DSLRSony VG20H $2,200Nikon V1   $850Sony NEX7 $1,350
“Prosumer” HD Cameras•   Canon XA10 $2,300•   Sony HDR-AX2000 $3,500•   Canon XF100 $3,000
AudioPearstone OLM-10 Lavaliere Microphone $23Azden EX505U Unidirectional Lavaliere Microphone $30Audio Technica ATR3350 O...
Small on-camera light• Bescor LED-70 70W LED $60• Bescor Morning Star Series LED-125 Dimmable 125W On-  Camera Light $70• ...
Green Screen | Lighting Kit          Westcott uLite Green Screen Lighting Kit          (w/ Still backgrounds) (B&H)       ...
Create Your Own Light Kitwww.storyguide.net/create-your-own-production-light-kit
TripodSilk, Joby, Monfrotto $150
Production Software Sony Vegas Movie Studio HD $35 Adobe Premiere Elements 10 $80 Adobe Photoshop & Premiere Elements 10 B...
Cheap & Free Music   Pond
Resources• How To   –   StoryGuide   –   Izzy Video   –   TV Production       http://www.internetcampus.com/tvp_ind2.htm  ...
Thank Youdrewkeller@storyguide.net    drewke@uw.edu   www.storyguide.net
Avvo video webinar distribution
Avvo video webinar distribution
Avvo video webinar distribution
Avvo video webinar distribution
Avvo video webinar distribution
Avvo video webinar distribution
Avvo video webinar distribution
Avvo video webinar distribution
Upcoming SlideShare
Loading in …5
×

Avvo video webinar distribution

449
-1

Published on

Slides from the September 25, 2012 Avvo webinar, "How to Market you Law Practice with Video" by Drew Keller

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
449
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Avvo video webinar distribution

  1. 1. How to Market your Law Practice with Video DREW KELLER
  2. 2. Background
  3. 3. WHY USESOCIAL ENTERPRISE VIDEO
  4. 4. http://bit.ly/UPRcKw
  5. 5. The YouTube Statistics You Shouldn’t Ignore• +3 Billion video views per day• +55% Market-share of video-hosting• 2nd largest search engine• 3rd most visited website• Broad spectrum of demographics: 18-54 y/o• Average visitor spends +15 minutes per day http://youtube-global.blogspot.com/2011/05/thanks-youtube-community-for-two-big.html
  6. 6. PRODUCTION
  7. 7. Rules • Really there are none • More like Guidelines • Common practices proven to be effective
  8. 8. And you are making a video… Why?
  9. 9. The Mistakes that will Kill Your Video• Technical Flaws• Too many points• No emotion• The REALLY hard sell• Tool long, too short, just wrong• No call to action• Not aligned with brand and company voice
  10. 10. Keep Your Audience Engaged Most online video viewers watch mere seconds, rather than minutes, of a video. Visible Measures http://www.storyguide.net/archives/769
  11. 11. STORYTELLING
  12. 12. Story
  13. 13. 3 Big QuestionsWhat are Expectations? What is your story?
  14. 14. 3 Big QuestionsWho is Your Audience?
  15. 15. Will your message Stick? Engaging, not viral Shorter is better Find your passion Show don’t tell Edit Music
  16. 16. SCRIPTING
  17. 17. Do You need a Script? Extemporaneous is an option Most every video improves with a script Event interviews
  18. 18. How Do You Script a Video? Outlining ideas – Leverage the work you have already done – Even if Ad-Libbing write it out first… focus thoughts and ideas – Keep it singularly focused – Keep it short.
  19. 19. How Do You Script a Video?
  20. 20. How Do You Script a Video?How do you film around the script? http://vimeo.com/3207870
  21. 21. How Do You Script a Video? Storyboard Script
  22. 22. How Do You Script a Video? • Alternatives to Scripting – Post-it notes off camera – Cue cards / White board – Memorize and adlib – Describe the action after you have recorded it • Please don’t: – Read your script to the camera (sigh) – Wildly make stuff up – Forget to blink – Constantly look off camera like you are about to be arrested
  23. 23. SHOOTING YOUR STORY
  24. 24. How does environment shape your story?
  25. 25. Environment http://bit.ly/TXAFTe
  26. 26. The environment is a character in your story. It frames yoursubject and gives clues to your audience.
  27. 27. How important is the location to the message?
  28. 28. Avoid unlit, unattractive, and unappealing backgrounds.
  29. 29. Even an abstract background should frame your story
  30. 30. When framing tells the audience all they need to know
  31. 31. Look carefully at the background of your shot.Get rid of clutter, white walls, distracting backgrounds
  32. 32. Don’t shoot your professional services video in your kitchen.
  33. 33. Avoid Trite Symbols The Leather Chair
  34. 34. Avoid Trite Symbols The Bookshelf of Case Law
  35. 35. Avoid Trite Symbols The Wall of Degrees
  36. 36. Avoid Trite Symbols The Scales of Justice
  37. 37. Avoid Trite Symbols The Grip of Trust
  38. 38. Avoid Trite Symbols• These items are so common in legal videos they are predictable and do not add value to your narrative or credibility• If you must use one, use only one.
  39. 39. Focal Length
  40. 40. • There is a psychology to camera height• There is a psychology to the size of your subject in their environmenthttp://bit.ly/P4F7AQ
  41. 41. Camera HeightConsider the height of the camera as you tell yourstory.
  42. 42. LIGHTING
  43. 43. Why should we light our productions?Lighting will make your work look more professional
  44. 44. Lighting 3 point lighting
  45. 45. 3 Point Lighting
  46. 46. Lighting ProgressionNo Lighting
  47. 47. Lighting ProgressionKey Light
  48. 48. Lighting ProgressionKey and Fill lights
  49. 49. Lighting ProgressionKey , Fill & Hair lights
  50. 50. Light with Available Resources • Look before you shoot • Take inventory • Figure out bright to dim
  51. 51. Using office lightinghttp://bit.ly/TwDH4s
  52. 52. LightingPerils of available light – Back lighting – those pesky silhouettes – Overhead lighting – Raccoon Eyes
  53. 53. Using office lightinghttp://bit.ly/Sw8zAG
  54. 54. AUDIO
  55. 55. Microphones• Camera mics – Stereo – Mono• External mics – Mini v. XLR connectors – Omni directional – Shotgun – Lavaliere – Wireless http://bit.ly/Njzuyy
  56. 56. Microphones• Camera mics – Stereo – Mono• External mics – Mini v. XLR connectors – Omni directional – Shotgun – Lavaliere – Wireless
  57. 57. Microphones• Camera mics – Stereo – Mono• External mics – Mini v. XLR connectors – Omni directional – Shotgun – Lavaliere – Wireless
  58. 58. http://bit.ly/OyW3fI
  59. 59. Headphones
  60. 60. DISTRIBUTION
  61. 61. Share Your Video Publicly
  62. 62. o helps you gain exposure and direct traffic back to your websiteo sparks interesto videos can be low-fi and cheap to produce - immediacy and content is more important than quality.o videos can be a place to showcase your leadership, including your skills as a trusted advisor
  63. 63. YouTube Ranking Factors
  64. 64. http://www.youtube.com/TheStoryGuide
  65. 65. Successful VideosAnimation is an engagingway to convey abstractideashttp://bit.ly/UQYC0b
  66. 66. Successful VideosWhile somewhat stridentin tone, this video has aclear understanding of theclients and the targetaudiencehttp://bit.ly/OSt0aC
  67. 67. Successful VideosThis is the flip side of thestrident tone. If I were introuble and needed help,this would be someone Iwould trust.http://bit.ly/TwwwJA
  68. 68. Successful VideosThe value in this exampleis consistent tone,message and number ofposts. This channel helpsthe firm be seen as trustedadvisors.http://bit.ly/SjqYLn
  69. 69. Channel CreationThe overall branding, lookand fee of this channel onYouTube is very successful.If you compare it to theirsite you will find it worksin harmony with theiroverall branding.http://bit.ly/Rfh5lp
  70. 70. Do Don’to be informative, useful, or o be afraid to experiment until you find entertaining a formula that works.o create a summary and detailed o pull down other people’s videos description (copyright infringement)o post video replies to others o make your video longer than it needs to be – keep it concise ando allow commenting and participate in entertaining the conversationo save bandwidth costs on your website by hosting videos on YouTube
  71. 71. PRODUCTION RECOMMENDATIONS
  72. 72. WHICH CAMERA IS THE RIGHT CAMERA?
  73. 73. http://bit.ly/Sj8KJO
  74. 74. Small Format CamerasKodak Zi10 Playtouch $150Flip Mino & Kodak Zi8 $???
  75. 75. Point and ShootSony Cybershot DSC HX5VPanasonic Lumix DSC zs7
  76. 76. Consumer HD Cameras• Canon VIXIA HF M30 $550 • Canon VIXIA HF100 $675*• Sony Handycam HDR-CX130 $450* • Canon VIXIA HF M41 $800*• Sony Handycam HDR-XR160 $550* • Canon VIXIA HF G10 $1,500 * Discontinued but still available online
  77. 77. The Next Wave of DSLRSony VG20H $2,200Nikon V1 $850Sony NEX7 $1,350
  78. 78. “Prosumer” HD Cameras• Canon XA10 $2,300• Sony HDR-AX2000 $3,500• Canon XF100 $3,000
  79. 79. AudioPearstone OLM-10 Lavaliere Microphone $23Azden EX505U Unidirectional Lavaliere Microphone $30Audio Technica ATR3350 Omnidirectional Condenser Lavaliere Microphone $20 Sony ECM-CS3 $14 DualEyes Audio sync software $150 Zoom H4n Handy Portable Digital Recorder $350
  80. 80. Small on-camera light• Bescor LED-70 70W LED $60• Bescor Morning Star Series LED-125 Dimmable 125W On- Camera Light $70• Neewer® CN-160 LED $35
  81. 81. Green Screen | Lighting Kit Westcott uLite Green Screen Lighting Kit (w/ Still backgrounds) (B&H) Westcott uLite 2-Light Video Lighting Kit (w/ animated Backgrounds) (B&H) $250 New York Times Article | Pogue
  82. 82. Create Your Own Light Kitwww.storyguide.net/create-your-own-production-light-kit
  83. 83. TripodSilk, Joby, Monfrotto $150
  84. 84. Production Software Sony Vegas Movie Studio HD $35 Adobe Premiere Elements 10 $80 Adobe Photoshop & Premiere Elements 10 Bundle $120
  85. 85. Cheap & Free Music Pond
  86. 86. Resources• How To – StoryGuide – Izzy Video – TV Production http://www.internetcampus.com/tvp_ind2.htm – Vimeo Film School• Links – Little Digital Video Book – How to Shoot Video that Doesn’t Suck – Premier Elements Classroom in a Book – In The Blink of an Eye – The Bare Bones Camera Course – WindowsLive MovieMaker Tutorial – IntoWindows MovieMaker Tutorials
  87. 87. Thank Youdrewkeller@storyguide.net drewke@uw.edu www.storyguide.net

×