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How to Market your Law Practice with Video
DREW KELLER
Background
WHY USE SOCIAL ENTERPRISE VIDEO
http://bit.ly/UPRcKw
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
PRODUCTION
Rules
• Really there are none
• More like Guidelines
• Common practices proven to be effective
And you are making a video…
Why?
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
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
STORYTELLING
Story
3 Big Questions
What are Expectations?
What is your story?
Who is Your Audience?
3 Big Questions
Engaging, not viral Shorter is better Find your passion Show don’t tell Edit Music
Will your message Stick?
SCRIPTING
Do You need a Script?
Extemporaneous is an option
Most every video improves with a script
Event interviews
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.
How Do You Script a Video?
How Do You Script a Video?
How do you film around the script?
How Do You Script a Video?
http://vimeo.com/3207870
How Do You Script a Video?
Storyboard Script
• 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
How Do You Script a Video?
SHOOTING YOUR STORY
How does environment shape your story?
Environment
http://bit.ly/TXAFTe
The environment is a character in your story. It frames your subject and gives clues to your audience.
How important is the location to the message?
Avoid unlit, unattractive, and unappealing backgrounds.
Even an abstract background should frame your story
When framing tells the audience all they need to know
Look carefully at the background of your shot. Get rid of clutter, white walls, distracting backgrounds
Don’t shoot your professional services video in your kitchen.
Avoid Trite Symbols
The Leather Chair
Avoid Trite Symbols
The Bookshelf of Case Law
Avoid Trite Symbols
The Wall of Degrees
Avoid Trite Symbols
The Scales of Justice
Avoid Trite Symbols
The Grip of Trust
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.
Focal Length
• There is a psychology to camera height
• There is a psychology to the size of your subject in their environment
http://bit.ly/P4F7AQ
Camera Height
Consider the height of the camera as you tell your story.
LIGHTING
Why should we light our productions?
Lighting will make your work look more professional
Lighting
3 point lighting
3 Point Lighting
Lighting Progression
No Lighting
Lighting Progression
Key Light
Lighting Progression
Key and Fill lights
Lighting Progression
Key , Fill & Hair lights
Light with Available Resources
• Look before you shoot
• Take inventory
• Figure out bright to dim
Lighting
Perils of available light
– Back lighting – those pesky silhouettes
– Overhead lighting – Raccoon Eyes
AUDIO
Microphones • Camera mics
– Stereo
– Mono
• External mics
– Mini v. XLR
connectors
– Omni directional
– Shotgun
– Lavaliere
– Wireless
http://bit.ly/Njzuyy
Microphones • Camera mics
– Stereo
– Mono
• External mics
– Mini v. XLR
connectors
– Omni directional
– Shotgun
– Lavaliere
– Wireless
Microphones • Camera mics
– Stereo
– Mono
• External mics
– Mini v. XLR
connectors
– Omni directional
– Shotgun
– Lavaliere
– Wireless
http://bit.ly/OyW3fI
Headphones
DISTRIBUTION
Share Your Video Publicly
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
YouTube Ranking Factors
http://www.youtube.com/TheStoryGuide
Successful Videos
http://bit.ly/UQYC0b
Animation is an engaging way to convey abstract ideas
Successful Videos
http://bit.ly/OSt0aC
While somewhat strident in tone, this video has a clear understanding of the clients and the target audience
Successful Videos
http://bit.ly/TwwwJA
This is the flip side of the strident tone. If I were in trouble and needed help, this would be someone I would trust.
Successful Videos
http://bit.ly/SjqYLn
The value in this example is consistent tone, message and number of posts. This channel helps the firm be seen as trusted advisors.
Channel Creation
http://bit.ly/Rfh5lp
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.
Do
o be informative, useful, or
entertaining
o create a summary and detailed
description
o post video replies to others
o allow commenting and participate in
the conversation
o save bandwidth costs on your website
by hosting videos on YouTube
Don’t
o be afraid to experiment until you find
a formula that works.
o pull down other people’s videos
(copyright infringement)
o make your video longer than it needs
to be – keep it concise and
entertaining
PRODUCTION RECOMMENDATIONS
WHICH CAMERA IS THE RIGHT CAMERA?
Small Format Cameras
Kodak Zi10 Playtouch $150
Flip Mino & Kodak Zi8 $???
Point and Shoot
Sony Cybershot DSC HX5V
Panasonic Lumix DSC zs7
Consumer HD Cameras
• Canon VIXIA HF M30 $550
• Sony Handycam HDR-CX130 $450*
• Sony Handycam HDR-XR160 $550*
• Canon VIXIA HF100 $675* • Canon VIXIA HF M41 $800* • Canon VIXIA HF G10 $1,500
* Discontinued but still available online
The Next Wave of DSLR
Sony VG20H $2,200 Nikon V1 $850 Sony NEX7 $1,350
“Prosumer” HD Cameras
• Canon XA10 $2,300
• Sony HDR-AX2000 $3,500
• Canon XF100 $3,000
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
Audio
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
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
Create Your Own Light Kit
www.storyguide.net/create-your-own-production-light-kit
Tripod
Silk, Joby, Monfrotto $150
Production Software
Sony Vegas Movie Studio HD $35 Adobe Premiere Elements 10 $80 Adobe Photoshop & Premiere Elements 10 Bundle $120
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
Thank You
drewkeller@storyguide.net
drewke@uw.edu
www.storyguide.net
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