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Video for Law Firms - Director's Cut

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How law firms are using video

Publicada em: Educação
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Video for Law Firms - Director's Cut

  1. 1. Video for Law Firms: Director’s Cut Adam L. Stock Chief Marketing & Client Services Officer Allen Matkins astock@allenmatkins.com @adamlstock
  2. 2. OUR ONLINE VIDEO STORY
  3. 3. THE SIZE OF ONLINE VIDEO
  4. 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
  5. 5. WHY SHOULD LAW FIRMS USE ONLINE VIDEO?
  6. 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. 7. Video is a persuasive medium Aristotle’s Rhetoric logos patterns of reasoning ethos credibility and authority pathos emotions and psychology
  8. 8. DISTRIBUTION
  9. 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. 10. Video is a social medium Traditional Social “Every audience has an audience”
  11. 11. WHAT KINDS OF VIDEO CONTENT SHOULD LAW FIRMS PRODUCE?
  12. 12. 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
  13. 13. Example: Legal Alert Allen Matkins
  14. 14. Example: Press Release Allen Matkins
  15. 15. Example: Earned Media Tully Rinckey PLLC
  16. 16. Example: Attorney Bios Levenfeld Perlstein LLC
  17. 17. Example: Education - Lead Generation Oginski-law.com – Medical malpractice education
  18. 18. Example: Practice Group Information Allen Matkins
  19. 19. Example: Education – Industry insights Baker Donalson
  20. 20. Example: Blog Hsutube.com
  21. 21. Example: Positioning/Event Promotion Womble Carlyle
  22. 22. Example: Public Service / Charity Allen Matkins
  23. 23. Example: Recruiting Choate Hall & Stewart LLP
  24. 24. Over 13,000 views! Example: Culture Allen Matkins – Call Me Maybe Legal Parody
  25. 25. HOW DO YOU DISTRIBUTE VIDEO?
  26. 26. Video-centric website
  27. 27. 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
  28. 28. Distribution by email
  29. 29. Distribution on your website – pop over
  30. 30. Distribution on your website – embedding
  31. 31. Distribution via online publication
  32. 32. Hosting & distribution via YouTube
  33. 33. Distribution via social media sites
  34. 34. Distribution thru sites/syndicators focused on law
  35. 35. WHAT IS EFFECTIVE?
  36. 36. YouTube & Google Analytics show what works
  37. 37. HOW DO YOU PRODUCE VIDEOS?
  38. 38. Get buy-in 1. Build the case  steal these slides! 2. Set objectives 3. Create a pilot project 4. Manage quality 5. Track returns
  39. 39. Build a video studio for $1,500
  40. 40. Editing software iMovie Camtasia Studio Final Cut Pro Adobe Premiere
  41. 41. 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
  42. 42. 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

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