How law firms are using video

1. Video for Law Firms:
Director’s Cut
Adam L. Stock
Chief Marketing & Client Services Officer
Allen Matkins
astock@allenmatkins.com @adamlstock

2. OUR ONLINE VIDEO STORY

3. THE SIZE OF ONLINE VIDEO

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. WHY SHOULD LAW FIRMS
USE ONLINE VIDEO?

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

8. DISTRIBUTION

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

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

14. Example: Legal Alert
Allen Matkins

15. Example: Press Release
Allen Matkins

16. Example: Earned Media
Tully Rinckey PLLC

17. Example: Attorney Bios
Levenfeld Perlstein LLC

18. Example: Education - Lead Generation
Oginski-law.com – Medical malpractice education

19. Example: Practice Group Information
Allen Matkins

20. Example: Education – Industry insights
Baker Donalson

21. Example: Blog
Hsutube.com

22. Example: Positioning/Event Promotion
Womble Carlyle

23. Example: Public Service / Charity
Allen Matkins

24. Example: Recruiting
Choate Hall & Stewart LLP

25. Over 13,000 views!
Example: Culture
Allen Matkins – Call Me Maybe Legal Parody

26. HOW DO YOU DISTRIBUTE VIDEO?

27. Video-centric website

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

29. Distribution by email

30. Distribution on your website – pop over

31. Distribution on your website – embedding

32. Distribution via online publication

33. Hosting & distribution via YouTube

34. Distribution via social media sites

35. Distribution thru sites/syndicators focused on law

36. WHAT IS EFFECTIVE?

37. YouTube & Google Analytics show what works

38. HOW DO YOU PRODUCE VIDEOS?

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

40. Build a video studio for $1,500

41. Editing software
iMovie
Camtasia Studio
Final Cut Pro
Adobe Premiere

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