New Approaches to Using Video for Business Development
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Online video is growing rapidly, with 84% of the US internet audience viewing online videos in 2010. Video can help law firms stand out from the 200 million websites and gain higher search rankings by providing an engaging social medium to effectively communicate complex legal information. There are different levels of social engagement that videos can achieve, from passive likes to active sharing and support. Law firms should create a video strategy with objectives, assign internal roles, develop content like thought leadership and education, and distribute videos through social media and law-focused sites while monitoring key performance indicators.
New Approaches to Using Video for Business Development
- 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. HOW BIG IS ONLINE VIDEO?
- 3. Internet video is the fastest growing part of the web U.S. Internet audience that viewed online video 84.2% – Comscore, December 2010 Annual growth rate per year in the US 45% – Nielsen, February 2011 Video streams watched in U.S. in January 2011 14.5B – Nielsen, February 2011
- 4. HOW DOES ONLINE VIDEO HELP LAW FIRMS?
- 5. How can a web site stand out? 300,000,000 web sites 200,000,000,000 searches/year
- 6. How does video help you online? • Higher search rankings • Social medium • Effective for messaging • Builds your brand as a content provider
- 7. Video is a social medium Traditional Social “Every audience has an audience”
- 8. Levels of 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
- 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. Key Steps for Video Marketing (Law Firm) Objectives Internal Tasks • Build Buy-in • Address Partners with plan • Assure Quality • Hire videographer or find • Proof of Concept internal resources • Create internal or „light‟ • Be Organized videos • Track • Archive and reuse footage • Use channels and document success/failure
- 11. WHAT KINDS OF CONTENT? WHAT IS EFFECTIVE?
- 13. News
- 14. Industry / Event
- 15. Education
- 17. What social media channels should you use for your online video?
- 18. Distribution via social media sites
- 19. Distribution on sites focused on the law
- 20. Which drive traffic to your web site
- 21. WCSR Video Flowchart – Conception to Analysis Phase 1 Phase 2 Phase 3 Phase 4 Video Conception & Video Taping Distribution Monitoring & Development & Editing KPI Video idea Scheduling and WCSR.com Views/clicks travel logistics Determine audience Video shoot Social media External & internal & type (series or one- feedback off) Copywriting (scripted Editing / post Creative channels Analysis of success or unscripted?) production metrics Determine what Formal approval Earned media branding and process graphics need to be developed
- 22. Summary • Plan (personnel, equipment) • Prepare Your Organization • Identify Types of Videos • Select Channels • Produce Quality Content