4. Video is an increasingly important online format
78%of adults watch or download
online video
- Pew Internet, October 2013
189M Americans watched 49.1B
online videos in Oct. 2013
- Comscore VideoMetrix
260
views/month
/person
6. Why video can be an effective medium
for law firms
Highlights the lawyer
Clients ultimately hire the lawyer not the firm
Complex information can be explained simply
We can communicate our expertise simply
Distribution is inexpensive
Because it is in demand, others will distribute it for us
7. Video is a persuasive medium
Aristotle’s Rhetoric
logos patterns of reasoning
ethos credibility and authority
pathos emotions and psychology
9. Our biggest challenge is standing out online
>2,010,000,000
web pages
WorldWideWebSize.com – December 2013
Google – June 2013
5,600,000,000,000
searches/year
10.
11. Video is a social medium
Traditional Social
“Every audience has an audience”
12. WHAT KINDS OF VIDEO CONTENT
SHOULD LAW FIRMS PRODUCE?
13. There is a video version of every type of content
you create…
Type
Legal Alerts / Legal Information
Press Releases
News / Earned Media
Attorney Bios
Practice Group Information
Education - Lead Generation
Client Profiles
Recruiting
Positioning / Event Promotion
Public Service / Charity
Culture
You need to explore
what works for your firm
28. Your distribution strategy is dictated by your audience
Strangers Friends Clients
Loyal
Clients
But video is particularly strong in turning Strangers into Friends
Sales Funnel
42. Video development steps
Determine
type of video
Determine
audience
Develop script
or briefing
Shoot video
Develop scriptReview script
Edit 1st draft
video
Review/
Comment
Edit final video Final sign-off Upload video
Distribute
video
Between 48 hours and 6 weeks
43. Video summary
1. Too big to ignore
2. Proven value for lawyers
3. Getting the tone and audience right is key
4. Significant technical/expertise curve to overcome