If video killed the radio star, online video will eventually beat down the slumbering mix of text and photos on most modern professional services firm websites. Thank goodness. The wide majority of professional services firm videos we’ve looked at are uncannily similar. They are long, winding video narratives with firm talking heads discussing early responsibility, collaborative environments, challenging work and “people making the difference.” In other words, most professional services videos look and sound oddly similar, like the interchangeable firm brochures of yore. That is, firms are investing in the same difference, or lack thereof. So beyond adopting the new media on our sites, how can we use it to make our firms unique? Join Burkey Belser for this show and tell presentation that will discuss how video can provide your firm with a better medium for building relationships with your clients and prospects as well as present real-life case studies on how video has helped firms go beyond the talking head. In this webinar, you'll learn: –How to unearth a driving concept and a unique creative idea –How to be authentic, but in a very practiced way –The importance of seeking talented professionals who know video, people and good creative –Why brevity is a common courtesy –Ideas for using video beyond your firm's recruiting page.

2. no signal strength
why videos fail to communicate
 begin at the beginning
 follow the trends
 fundamentals for great video
 go big or go home

3. begin at the beginning

5. the can without the brand is just soup.
website

6. communication begins with a
purpose. obvious? look around.

12. but most of us are stuck with
words, the least efficient—and
most persistent—form of
communication.

16. the leap from words all the way
to video is a big one.

17. but imagery, charts, graphs and motion
on your site are a bridge to video

19. follow the trends

20. The old media mix is breaking apart:
50% of Americans consider their
computer an equal option to
watching TV
(thanks, YouTube)

21. and it’s not just for the young
 gen Y or Millennials (18 - 34) has highest
percentage using the web to watch video
 but the same percentage of Gen X do so
 almost half of young boomers (45-54)
watch online video

23. 1.8 Million Words
“that’s the value of one minute of
video, according to Dr. James
McQuivey of Forrester Research.”
http://www.videobrewery.com/blog/18-video-marketing-statistics

24. 75%
that’s the percent of executives who told
Forbes that they watch work-related videos
on business websites at least once a week.
The results breakdown:
 50% watch business-related videos on
YouTube
 65% visit the marketer’s website after
viewing a video
http://www.videobrewery.com/blog/18-video-marketing-statistics

25. 59%
according to Forbes Insight, that’s the percentage
of senior executives who’d rather watch a video
than read text. About 50% of those who viewed an
online marketing video went on to make a
purchase for their business.
http://www.videobrewery.com/blog/18-video-marketing-statistics

26. 200%
the Forrester Marketing group surveyed
businesses in 2010 and found that when
marketers included a marketing or explainer video
in an email, the click-through rate increased by
200% to 300%.
http://www.videobrewery.com/blog/18-video-marketing-statistics

27. 51%
one online marketer reported a 51% increase in
subscriber-to-lead conversion rates when video
was included in an email marketing campaign
http://www.videobrewery.com/blog/18-video-marketing-statistics

28. more web video is inevitable but
getting yours watched and
remembered is not.

29. so far, it’s déjà vu all over again

32. okay, let’s be real…
1. my budget sucks
2. so I hired an in-house videographer
3. to capture our webinars originally
4. but now we figured he/she could make
marketing videos, too
5. but the result is not all that satisfying

33. okay, let’s be real…
1. we are not invested in great video
2. and all I got was “this lousy t-shirt”
3. to capture our webinars originally
4. but we’re starting to learn that
“marketing greatness” is a far cry from
“reporting events”
5. and the result is, yeah, I know, “you get
what you pay for.”

34. fundamentals for great video

35. brevity isn’t just courteous; it’s smart

36. —
10 seconds
that’s how long you have to grab the attention of
viewers in a video marketing clip.
according to research by Visible Measures,
—20% of your viewers will click away from a
video in 10 seconds or fewer.
—33% of your viewers will go by 30 seconds,
—45% of them by 1 minute
—60% by 2 minutes
http://www.videobrewery.com/blog/18-video-marketing-statistics

37. that probably means we should
develop a creative driving
concept to frame our videos

43. formula for success:
1. brand and vision
2. budget
3. actors
4. script
5. director
6. editing

45. formula for success:
1. brand and vision
2. tiny budget
3. employees
4. preparation
5. an engaged director
6. editing

47. formula for success:
1. imagination

49. formula for success:
1. imagination

51. formula for success:
1. imagination

53. formula for success:
1. imagination

54. success:
1. callback ratio increased from 54% to
87%
2. bleed ratio (the number rejecting
offers) decreased by 2.5%
3. the firm quickly moved up the class
ranks to appeal to better-performing
students

55. great video
begins not with a
camera but with
ideas and a
script in mind—
lots of ideas that
are rejected or
salted away for
next year

56. until you agree on a plan to improve on —
and expand—the original idea

60. connect left brain to right

65. be authentic…but practice

68. don’t limit video to recruiting

69. bring your positioning to life

70. https://www.youtube.com/watch?v=c2aP2VqYWQc

71. introduce your firm in a spirited way

74. explain how you approach your work

76. lend passion to your mission

77. gene for greenfield/belser

79. invest in video case studies

81. video—film, as it were—is not your only option

85. finish with polish

87. go big or go home

91.  six LED lights, cables and stands
 audio recorder, cables, headphones, microphones, adaptors,
second mic for on-camera sound
 two 7D cameras, extra batteries, battery chargers
 three lenses, four memory cards (2 16GB and 2 32GB)
external hard drive, AA Batteries, gaffer tape,
 make-up, memory card reader, FireWire, glider, steady-cam
Calumet monitor with extra battery extension cord,
 tripods for cameras, back-up camera tripods for
lights and backdrops, microphone stand, backdrops
 laptop with teleprompter software, if scripted
 cables for laptop to TV