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Introduction to Using On-Line Video for Professional Services Firms, Google Hangout

I recently hosted a brown bag lunch session for the LMA New England Social Media Group (SIG) at the Boston intellectual property law firm of Wolf Greenfield on what is going on and how to use on-line video in a professional services firm.  Below are the luncheon notes that I put together, thought others might find them interesting and helpful.

Recent meeting held at Wolf Greenfield with the LMA NE SIG on social media, on how are law firms and professional services firms using on-line video.
Recent meeting held at Wolf Greenfield with the LMA NE SIG on social media, on how are law firms and professional services firms using on-line video.

Intro
There are major changes happening in the on-line video world. We now have the ability to broadcast video conferencing and live events globally with costs that have dropped to almost zero. Events can also be recorded for later showings again at almost zero cost. All of this is getting matched up to a changing YouTube through their OneChannel upgrade that is refocusing itself to becoming a social media and marketing platform. We can now easily produce, market, broadcast, record, distribute and repurpose our video content globally for just about free across many different platforms. This is an exciting time for marketing and delivering your message.

The Main On-line Live Video Platforms
Google Hangout, Google Hangout with OnAir/YouTube, UStream.TV, LiveStream, Justin.TV, Skype, which can be distributed over desktop, laptop, tablet, and smart phones. All of these platforms are rapidly evolving and growing.

UStream.TV
• Free and Pro packages
• You can record, built in chat, Pro packages are approaching the abilities of commercial television.
• Add in Facebook and you can have live interactive broadcasting. UStream.TV is partnering with a lot of Internet marketers who are using this technology for producing long form, info commercial type broadcast with live interactions. Balancing guests with merchandising.

An excellent example of using the UStream.TV platform for building an interactive live workshop, https://www.creativelive.com/

Google’s GooglePlus/Hangout Video Chat Platform
• Similar to Skype, host up to 10 people in a video chat for free
• Variety of Screen share options
• Various apps, lower thirds, funny hats and glasses
• Using the OnAir feature you are able to broadcast and record directly to YouTube
• Works very well with PowerPoint and other desktop applications
• 100 to 1 ration of people watch the Hangout after it is posted not while it is live
• Once it is done, it is done, no post production needed
• Greatly helps with the massive HD video file sizes.

Some Basic YouTube Stats
YouTube, owned by Google, is the main video hosting platform on the web and should be the main distribution channel for your video efforts. Because video is so engaging and popular it needs to be a big part of any marketing plan. YouTube gives you global reach. A key thing to remember is that we all get the same web window. Coca Cola doesn’t get a bigger window, it is up to us what we do with it. Remember act local think global.
• More than 1 billion unique users visit YouTube each month
• 4 billion videos are watched every day
• Over 2 billion searches per day, #2 search after Google, videos show up as thumbnails in Google search
• Over 4 billion hours of video are watched each month on YouTube
• 72 hours of video are uploaded to YouTube every minute
• 70% of YouTube traffic comes from outside the US
• YouTube is localized in 53 countries and across 61 languages
• In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth
• 500 years of YouTube video is watch on Facebook everyday
• 700 videos shared every minute on Twitter
• 100 million people take a social action on YouTube every week

• YouTube is becoming much more marketing focused with the roll out of OneChanel, it now allows you to put live links in videos, consistent banding
• Most people don’t utilize YouTube best practices and benefit from its power. Title, Description, Tags/Keywords, Live Links
• It is FREE, across all platforms, smart phones, tablet, desktop, TV, broadcast free to the world
• 5 billion mobile phone with 1 of them smart phones

What are Law Firms Doing
• Using it to connect with their clients
• Depositions, Expert witnesses
• Brings video conferencing to firms of any size
• Meetings and consultations

• Broadcast your seminars and events live and record for future viewing. Increase your reach.
• iPad connections with clients, documents plus the ability to easily hold a video conference

An Excellent Hangout on How Law Firms are Adapting to New Technology.
By BrianMChase@gmail.com of Chase Law
https://www.chaselawaz.com/tech-live-stream/

Key Points
• Adoption will happen as the population changes to younger attorneys
• Adoption will happen as the technology getting simpler
• Changing the patterns of how work is being done, remote site
• Lawyers and social media. Google Plus can be sectioned to focus on specific groups
• It isn’t about how many connections you have, but who you are connected to.
• Attorneys can direct their efforts to specific connections
• Integrating Facebook and what is going on in the community
• Using Google hangout to connect with experts and depositions
• Great for smaller firms that don’t want to spend for a Cisco type of system
• Using Google to share documents in Google Docs
• Concerns about security need to be address but Google does use encryption on all of it platforms, using Dropbox and Google.
• Video conferences can be used for depositions and witness. Use iPads for recording deposition, save to the cloud or download to the Mac.
• Firms are using iPads to collect and hold all the relevant documents. Hold conference calls, using screen share to review, marking up documents with programs like Skitch and producing screen captures. Tablets offer tremendous mobility and the ability to hold a lot of information in a simple to use device.
• Firms are using iPads or Kindles for connecting with clients. Load all of the documents into them and send them off. On an iPad you can do a video chat for follow up. Documents can be stored in the cloud and updated as needed
• Have the clients buy whatever device they are comfortable with and then adapt your content to their machine, tablet

• Prezi presentation software, cloud based, online
• Ability for screen sharing
• Cloud allows for Mac and Windows sharing, bring your own device

Demo Google Hangout
• Show Google Plus
• How to get to Hangout and OnAir
• Different features, apps, chat, muting, screenshare great feature, camera man
• Go live to YouTube

Running a Seminar or Show using Hangout
• All participants need to be up on Google Plus unless you are using OnAir then just give them your YouTube Channel address.
• Host needs a YouTube Channel, basically just sign in
• Have a moderator
• Market with your social media platforms, Facebook, Twitter, your list, blog, YouTube Channel
• Practice a little
• Set up some communication channel for questions, Twitter with a hash tag, email, FaceBook group page, YouTube also puts up a chat box next to the video.
• Talk to your viewers, tell them things they need to do
• Using email for viewers on YouTube to communicate and send in questions. List it in your lower third on the screen

What Bruce has learned from the Boston Internet Marketing Meetup Group
• Turn on the lights
• Connections can break, this is still a Beta program
• Bandwidth can be an issue
• Logo in the background works well
• Don’t move around a lot
• You can go from live to web and back very easily using the screen share feature
• Getting people to go live with you.
• You can set up a 4 person panel in front of a laptop
• Do it a bunch to get used to it
• Going live to YouTube isn’t always live right away
• Adding a second camera
• This isn’t CBS television, but it is the future of television
• Invite your circles but never push the public button
• You will have almost no competition

Basic Equipment and Setup
• Google Account
• Google Plus Page
• YouTube Channel
• Decent Internet connection
• Laptop, built in camera, built in mic will work fine
• Download and install the Google Talk Plugin, free app
• Camera Man feature
• Have notes on the screen, stickies work great

For a little better quality, (see resources)
Upgrade to a LogiTech HD Webcam C920
USB Blue Yeti Microphone or Audio Technica AT2020USB Studio Condenser Microphone

Basic Marketing Setup
Video is successful when it is matched with an effective marketing system. Use your content to drive traffic and generate leads for your firm.
• Google Plus
• Facebook Page
• Twitter
• Blog or someplace to send people for more information and to post the YouTube video
• Email signup, AWeber, Constant Contact
• Test promotion to get viewers to your event, it is very channel dependent, an hour or two before going live
• Cross pollinate your Hangout on multiple channels, YouTube, FaceBook, Blog, Pinterest, Linkedin
• To get people to join your Hangout join other Hangouts, just go to Google Plus and click on live Hangouts
• Think like a TV producer, big picture, production and marketing
• Use a world time scheduler when you are promoting your show, remember you are a global broadcaster
• Interact with viewers, send the them to some place to download show notes, resources, white papers, reports.

Best Practices for Running a Google Hangout
• Turn on the lights
• Look at your backgound
• Good audio, people will forgive bad video but get upset if they can’t hear, sometimes a decent USB microphone will help a lot
• Try to be in a quiet room
•  If doing a live OnAir Hangout, non-speaking participants should hit the mute button when not speaking
• The panel is critical, monitor your guests and make sure they fit, a good moderator is a must
• Be careful of participants doing other things when not talking
• Close the door, looks bad if you have people walking in and out of the room
• If you are doing a Google OnAir Hangout, it is very helpful to have someone manage the questions coming in through email or social media.  Have that person feed the question to you.
• Edit and complete your YouTube description box for better search exposure, add a live http link to your description
• Test and get use to Hangout before doing a major seminar, especially if the participants haven’t done one before

Trends
• Future of TV
• YouTube OneChannel
• YouTube is going to be TV
• Ability for anyone to send your messages out to world
• Interact with your audience, conversations
• Reducing video conferencing costs dramatically
• News is moving to Google Hangout, discussions between the news
• Conference calls with a bigger world wide audience.
• Ability to deliver information and opinions very quickly
• Add a live streaming component to your conference or event. You can charge for these.
• Long form info commercial with interactivity
• Launching courses, training, consulting and coaching
• Hangouts are becoming bonuses for buying a course, online coaching

From Netflix, April 25, internet-delivered on-demand content, [with a reliance on data tracking for programing decisions]
Video to Watch for Great Tips

Sarah Hill’s excellent hangout on doing hangouts
http://sarahhillstories.blogspot.com/2012/07/how-to-host-hangout-on-air.html

And her blog
http://sarahhillstories.blogspot.com

Paul Collgan, YouTube OneChannel Updates
https://www.youtube.com/watch?v=ZwDBJEIKpi4

Resources

Mic
– Blue Microphones Yeti USB Microphone, $99.00
– Logitech Stereo Headset H250 – Graphite (981-000353), $20.00
– Audio Technica AT2020USB Studio Condenser Microphone

Camera
– Logitech HD Pro Webcam C920, 1080p Widescreen Video Calling and Recording (960-000764)  $69.99
– Logitech HD Webcam C310 $29.00
– Polaroid 8″ Heavy Duty Mini Tripod With Pan Head With Tilt For Digital Cameras & Camcorders, $8.00
– Steve Garfield equipment list, http://offonatangent.blogspot.com/p/cameras-lights-mics-etc.html

Please connect with me on Facebook

Lighting
– Cowboystudio Photography/Video Portrait Umbrella Continuous Triple Lighting Kit with Three Day Light CFL Bulbs, Umbrellas, Stands, and Carrying Case For Product, Portrait, and Video Shoots $60.00
– Contractor lights, Bayco, 150-Watt Incandescent Clamp Light, $9.00

Some cool tools
– Pro Studio for running your Hangout
http://hangoutapps.com/+/?gid=893851448980&app=Pro-Studio-Google-Hangout-App
– Webcam Settings” app in the App Store on a Mac, $8.00
-Screenflow or Camtasia for recording the screen, ability to edit

Presentation by Bruce Jones
Bruce Jones has been a business graphic designer for almost 30 years who loves exploring all sides of social and interactive media. He has produced over 300 videos, 20 books and several software products for presentations, design and education. Bruce will be releasing his newest business book, “Kickstart Your Blogging with 52 Great Ideas” this spring, available on Amazon.com. You can catch the latest episode his web based TV show “The Bruce Jones Design Show” on YouTube.

I would love to hear what think, please leave a comment

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