How to Market your Law Practice with Video
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This document provides guidance on how to market a law practice using video. It discusses why social media video is important due to the large viewership on platforms like YouTube. It then covers best practices for video production, including using storytelling techniques, developing scripts, choosing appropriate environments and lighting, using effective audio equipment, distributing videos online, and recommended affordable video production tools and software. The goal is to help lawyers effectively promote their services and expertise to new clients through video.
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How to Market your Law Practice with Video
- 1. How to Market your Law Practice with Video DREW KELLER
- 2. Background
- 3. WHY USE SOCIAL ENTERPRISE VIDEO
- 5. The YouTube Statistics You Shouldn’t Ignore • +3 Billion video views per day • +55% Market-share of video-hosting • 2nd largest search engine • 3rd most visited website • Broad spectrum of demographics: 18-54 y/o • Average visitor spends +15 minutes per day http://youtube-global.blogspot.com/2011/05/thanks-youtube-community-for-two-big.html
- 6. PRODUCTION
- 7. Rules • Really there are none • More like Guidelines • Common practices proven to be effective
- 8. And you are making a video… Why?
- 9. The Mistakes that will Kill Your Video • Technical Flaws • Too many points • No emotion • The REALLY hard sell • Tool long, too short, just wrong • No call to action • Not aligned with brand and company voice
- 10. Keep Your Audience Engaged Most online video viewers watch mere seconds, rather than minutes, of a video. Visible Measures http://www.storyguide.net/archives/769
- 11. STORYTELLING
- 12. Story
- 13. 3 Big Questions What are Expectations? What is your story?
- 14. 3 Big Questions Who is Your Audience?
- 16. Will your message Stick? Engaging, not viral Shorter is better Find your passion Show don’t tell Edit Music
- 17. SCRIPTING
- 18. Do You need a Script? Extemporaneous is an option Most every video improves with a script Event interviews
- 19. How Do You Script a Video? Outlining ideas – Leverage the work you have already done – Even if Ad-Libbing write it out first… focus thoughts and ideas – Keep it singularly focused – Keep it short.
- 20. How Do You Script a Video?
- 21. How Do You Script a Video? How do you film around the script? http://vimeo.com/3207870
- 22. How Do You Script a Video? Storyboard Script
- 23. How Do You Script a Video? • Alternatives to Scripting – Post-it notes off camera – Cue cards / White board – Memorize and adlib – Describe the action after you have recorded it • Please don’t: – Read your script to the camera (sigh) – Wildly make stuff up – Forget to blink – Constantly look off camera like you are about to be arrested
- 25. How does environment shape your story?
- 26. Environment http://bit.ly/TXAFTe
- 27. The environment is a character in your story. It frames your subject and gives clues to your audience.
- 28. How important is the location to the message?
- 29. Avoid unlit, unattractive, and unappealing backgrounds.
- 30. Even an abstract background should frame your story
- 31. When framing tells the audience all they need to know
- 32. Look carefully at the background of your shot. Get rid of clutter, white walls, distracting backgrounds
- 33. Don’t shoot your professional services video in your kitchen.
- 34. Avoid Trite Symbols The Leather Chair
- 35. Avoid Trite Symbols The Bookshelf of Case Law
- 36. Avoid Trite Symbols The Wall of Degrees
- 37. Avoid Trite Symbols The Scales of Justice
- 38. Avoid Trite Symbols The Grip of Trust
- 39. Avoid Trite Symbols • These items are so common in legal videos they are predictable and do not add value to your narrative or credibility • If you must use one, use only one.
- 40. Focal Length
- 41. • There is a psychology to camera height • There is a psychology to the size of your subject in their environment http://bit.ly/P4F7AQ
- 43. Camera Height Consider the height of the camera as you tell your story.
- 46. LIGHTING
- 47. Why should we light our productions? Lighting will make your work look more professional
- 48. Lighting 3 point lighting
- 49. 3 Point Lighting
- 52. Lighting Progression Key and Fill lights
- 53. Lighting Progression Key , Fill & Hair lights
- 55. Light with Available Resources • Look before you shoot • Take inventory • Figure out bright to dim
- 57. Lighting Perils of available light – Back lighting – those pesky silhouettes – Overhead lighting – Raccoon Eyes
- 59. AUDIO
- 60. Microphones • Camera mics – Stereo – Mono • External mics – Mini v. XLR connectors – Omni directional – Shotgun – Lavaliere – Wireless http://bit.ly/Njzuyy
- 61. Microphones • Camera mics – Stereo – Mono • External mics – Mini v. XLR connectors – Omni directional – Shotgun – Lavaliere – Wireless
- 62. Microphones • Camera mics – Stereo – Mono • External mics – Mini v. XLR connectors – Omni directional – Shotgun – Lavaliere – Wireless
- 64. Headphones
- 65. DISTRIBUTION
- 66. Share Your Video Publicly
- 67. o helps you gain exposure and direct traffic back to your website o sparks interest o videos can be low-fi and cheap to produce - immediacy and content is more important than quality. o videos can be a place to showcase your leadership, including your skills as a trusted advisor
- 73. Successful Videos Animation is an engaging way to convey abstract ideas http://bit.ly/UQYC0b
- 74. Successful Videos While somewhat strident in tone, this video has a clear understanding of the clients and the target audience http://bit.ly/OSt0aC
- 75. Successful Videos This is the flip side of the strident tone. If I were in trouble and needed help, this would be someone I would trust. http://bit.ly/TwwwJA
- 76. Successful Videos The value in this example is consistent tone, message and number of posts. This channel helps the firm be seen as trusted advisors. http://bit.ly/SjqYLn
- 77. Channel Creation The overall branding, look and fee of this channel on YouTube is very successful. If you compare it to their site you will find it works in harmony with their overall branding. http://bit.ly/Rfh5lp
- 78. Do Don’t o be informative, useful, or o be afraid to experiment until you find entertaining a formula that works. o create a summary and detailed o pull down other people’s videos description (copyright infringement) o post video replies to others o make your video longer than it needs to be – keep it concise and o allow commenting and participate in entertaining the conversation o save bandwidth costs on your website by hosting videos on YouTube
- 80. WHICH CAMERA IS THE RIGHT CAMERA?
- 82. Small Format Cameras Kodak Zi10 Playtouch $150 Flip Mino & Kodak Zi8 $???
- 83. Point and Shoot Sony Cybershot DSC HX5V Panasonic Lumix DSC zs7
- 84. Consumer HD Cameras • Canon VIXIA HF M30 $550 • Canon VIXIA HF100 $675* • Sony Handycam HDR-CX130 $450* • Canon VIXIA HF M41 $800* • Sony Handycam HDR-XR160 $550* • Canon VIXIA HF G10 $1,500 * Discontinued but still available online
- 85. The Next Wave of DSLR Sony VG20H $2,200 Nikon V1 $850 Sony NEX7 $1,350
- 86. “Prosumer” HD Cameras • Canon XA10 $2,300 • Sony HDR-AX2000 $3,500 • Canon XF100 $3,000
- 87. Audio Pearstone OLM-10 Lavaliere Microphone $23 Azden EX505U Unidirectional Lavaliere Microphone $30 Audio Technica ATR3350 Omnidirectional Condenser Lavaliere Microphone $20 Sony ECM-CS3 $14 DualEyes Audio sync software $150 Zoom H4n Handy Portable Digital Recorder $350
- 88. Small on-camera light • Bescor LED-70 70W LED $60 • Bescor Morning Star Series LED-125 Dimmable 125W On- Camera Light $70 • Neewer® CN-160 LED $35
- 89. Green Screen | Lighting Kit Westcott uLite Green Screen Lighting Kit (w/ Still backgrounds) (B&H) Westcott uLite 2-Light Video Lighting Kit (w/ animated Backgrounds) (B&H) $250 New York Times Article | Pogue
- 90. Create Your Own Light Kit www.storyguide.net/create- your-own-production-light-kit
- 91. Tripod Silk, Joby, Monfrotto $150
- 92. Production Software Sony Vegas Movie Studio HD $35 Adobe Premiere Elements 10 $80 Adobe Photoshop & Premiere Elements 10 Bundle $120
- 93. Cheap & Free Music Pond
- 94. Resources • How To – StoryGuide – Izzy Video – TV Production http://www.internetcampus.com/tvp_ind2.htm – Vimeo Film School • Links – Little Digital Video Book – How to Shoot Video that Doesn’t Suck – Premier Elements Classroom in a Book – In The Blink of an Eye – The Bare Bones Camera Course – WindowsLive MovieMaker Tutorial – IntoWindows MovieMaker Tutorials
- 95. Thank You drewkeller@storyguide.net drewke@uw.edu www.storyguide.net