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New Approaches to Using Video for Business Development

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Presented with Aden Dauchess in 2011

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New Approaches to Using Video for Business Development

  1. 1. New Approaches to Using Video for Business Development Aden Dauchess, Director of Digital Marketing Womble Carlyle Sandridge & Rice, PLLC Adam L. Stock, Director of Marketing & Business Development Allen Matkins Leck Mallory & Natsis LLP
  2. 2. HOW BIG IS ONLINE VIDEO?
  3. 3. Internet video is the fastest growing part of the web Annual growth rate per year in the US – Nielsen, February 201145% Video streams watched in U.S. in January 2011 – Nielsen, February 201114.5B U.S. Internet audience that viewed online video – Comscore, December 201084.2%
  4. 4. HOW DOES ONLINE VIDEO HELP LAW FIRMS?
  5. 5. 300,000,000 web sites 200,000,000,000 searches/year How can a web site stand out?
  6. 6. How does video help you online? • Higher search rankings • Social medium • Effective for messaging • Builds your brand as a content provider
  7. 7. Video is a social medium Traditional Social “Every audience has an audience”
  8. 8. Levels of social media engagement Like  I like your message Friend/Subscribe I’d like to join your community Share/TweetI’d like others that I know  to know about you Buy/GiveI’d like to support you 
  9. 9. 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 free Because it is in demand, others will distribute it for us
  10. 10. Key Steps for Video Marketing (Law Firm) Objectives • Build Buy-in • Assure Quality • Proof of Concept • Be Organized • Track Internal Tasks • Address Partners with plan • Hire videographer or find internal resources • Create internal or ‘light’ videos • Archive and reuse footage • Use channels and document success/failure
  11. 11. WHAT KINDS OF CONTENT? WHAT IS EFFECTIVE?
  12. 12. Thought leadership
  13. 13. News
  14. 14. Industry / Event
  15. 15. Education
  16. 16. Community involvement
  17. 17. What social media channels should you use for your online video?
  18. 18. Distribution via social media sites
  19. 19. Distribution on sites focused on the law
  20. 20. Which drive traffic to your web site
  21. 21. WCSR Video Flowchart – Conception to Analysis Video Conception & Development Video Taping & Editing Distribution Monitoring & KPI Video idea Phase 1 Phase 2 Phase 3 Phase 4 Video idea Determine audience & type (series or one- off) Copywriting (scripted or unscripted?) Scheduling and travel logistics Video shoot Editing / post production Formal approval process WCSR.com Social media Creative channels Earned media Views/clicks External & internal feedback Analysis of success metrics Determine what branding and graphics need to be developed
  22. 22. Summary • Plan (personnel, equipment) • Prepare Your Organization • Identify Types of Videos • Select Channels • Produce Quality Content

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