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

1. Video for Law Firm
Business Development
Adam L. Stock
Director of Marketing & Business Development
Allen Matkins

2. HOW BIG IS ONLINE VIDEO?

3. Video is the fastest growing part of the
web
Or 169.3M U.S. Internet users will
70.8% watch video in 2012 (up 7.1% from
2011).
- eMarketer
Video streams watched in U.S. in
21.9B November 2011
- Nielsen, December 2011

4. WHY SHOULD LAW FIRMS
USE ONLINE VIDEO?

5. 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

6. Video is a persuasive medium
Aristotle’s Rhetoric
logos patterns of reasoning
ethos credibility and authority
pathos emotions and psychology

7. Our biggest challenge is standing out
online
366,000,000
web sites
200,000,000,000
searches/year
Netcraft - December 2011
Comscore 2011

8. Video is favored in Internet search

9. Video is a social medium
Traditional Social
“Every audience has an audience”

10. There are many “small steps” in social
media 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. Good content gets shared

12. WHAT KINDS OF VIDEO
CONTENT SHOULD LAW
FIRMS PRODUCE?

13. Content should be dictated by your
audience and how they select counsel
Business-oriented Consumer -oriented
Thought leadership Call to Action/Solution
Brand/Reputation Building Education/Insights
Changes in Law/Solution Brand/Reputation Building
Business Insights/Opportunities Thought leadership
 Reputation driven  Solution driven

14. hsutube.com – education

15. Oginski-law.com – malpractice
education

16. Tully Rinckey PLLC – Thought
leadership

17. Business Insights/Opportunities –
Womble Carlyle

18. Content-rich website – Allen Matkins

19. HOW DO YOU DISTRIBUTE
VIDEO?

20. Your distribution strategy is dictated by your
audience
Loyal
Strangers Friends Clients
Clients
Sales Funnel
 But video is particularly strong in turning Strangers into Friends

21. Distribution by email

22. Distribution on your website – pop over

23. Distribution on your website –
embedding

24. Distribution via online publication

25. Hosting & distribution via Youtube

26. Distribution via social media sites

27. Distribution on sites focused on the law

28. Which drive traffic to your web site

29. WHAT IS EFFECTIVE?

30. YouTube & Google Analytics show
what works

31. HOW DO YOU PRODUCE
VIDEOS?

32. Get buy-in
1. Build the case  steal these slides!
2. Set objectives
3. Create a pilot project
4. Manage quality
5. Track returns

33. Build a video studio for $1,500

34. Editing software
iMovie
Camtasia Studio
Final Cut Pro
After Effects

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
Distribute
Edit final video Final sign-off Upload video
video
 Between 48 hours and 6 weeks

36. Video summary
1. Too big to ignore
2. Seems to have good value for lawyers
3. Getting the tone and audience right is key
4. There is a technical/expertise curve to overcome