White Paper - 9 Ways Today’s Legal Industry Uses Video to Succeed in a Changing Market - Panopto Video Platform

www.panopto.com855.PANOPTO

9 Ways

Uses Video to sUcceed in a changing Market

Todays LegaL IndusTry

2 of 19www.panopto.com

Panopto creates software that enables businesses and academic institutions to record and view searchable video presentations in minutes from any device. Businesses can use Panopto to record and live stream:

Employee training and onboarding video

Review, recap, and summary communications

Product demonstrations All-hands meetings Sales and marketing

presentations Web conferences Executive communications Events for customers, press,

and investors

Panopto also enables individual employees to record and share videos in a secure, centralized video library. This facilitates:

Social and informal learning Capturing the knowledge of retiring employees Sharing knowledge across a global workforce

Panoptos video library includes unique search functionality that enables employees to search inside videos for any word mentioned or shown onscreen during a video.

Panopto is currently in use at Fortune 500 companies around the world and is the fastest-growing lecture capture solution at leading universities. Privately-held, Panopto was founded in 2007 by technology entrepreneurs and software design veterans at Carnegie Mellon Universitys School of Computer Science.

Panopto was recently recognized by Gartner as a Leader in its 2014 Enterprise Video Content Management Magic Quadrant. Learn more at http://panop.to/gartner-leader.

Want to try Panopto for yourself? Visit www.panopto.com today for a free 30-day trial or to schedule a demonstration of our software.

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An Industry Built on Expertise Challenged to Meet Rapid Evolution ............... 4

How Todays Legal Industry Uses Video to Create a Competitive Advantage ..... 5

Enabling Efficient eDiscovery for Video Files ..................................................... 5

Recording & Searching Interviews, Discussions, and Conversations .............. 6

Preserving & Extending Internal Expertise ......................................................... 7

Supporting & Training Four Generations of Employees ................................... 8

Communicating Organizational Information and Cultural Expectations ...... 9

Establishing Credibility Through Content Marketing ....................................... 10

Developing & Monetizing a Library of On-Demand Counsel for Clients ....... 11

Supporting Work-Life Balance and the Accessible Virtual Law Firm .............. 12

Maintaining a Secure, Central Library of Video Assets ................................... 13

What to Look for in a Video Platform for a Legal Organization ........................... 14

In 155 Words: Panopto Helps You Manage and Scale Expertise with Video ...... 18

Get Started with Video in Less Than One Day ...................................................... 19

OVERVIEW

How todays LegaL Industry uses VIdeoTo succeed In a changIng markeT


An InDUSTRY BUILT On ExPERTISE Challenged To MeeT RapId evoluTIonWhat it means to be a law firm in todays marketplace is changing.

Large firms are experiencing the challenge of managing growth and expansion in a fundamentally service-oriented business. In an industry where reputation is everything, entering a new market as an outsider or an unknown is no small task.

Smaller firms, meanwhile, have taken the economic advice of Adam Smith and have focused on their specializations doubling down on existing areas of expertise and selectively targeting new practice opportunities in technology, contracts, international business, startup support, and other areas where demand may be outpacing available supply.

These twin movements have in turn added fire to the pace of M&A activity among firms as large organizations seek to scale through growth, established smaller or niche practice firms become attractive merger and acquisition candidates.

But the business models arent the only part of the law firm industry thats undergoing a seismic shift.

Simply put, reputation matters in the legal industry the prestige of the partners, the amount of relevant trial experience, the willingness of others to recommend the firm, its all essential to sustaining the business and growing revenue.

As such, the legal practice has become well-known as an industry where every member of the team can be found in the office working long hours most every day of the week. The accumulation of billable hours is a practice that starts with paralegals and junior staff, and continues throughout whole careers as team members move through the ranks to become attorneys and partners.

Success in todays legal industry depends on how well firms document information and share knowledge

To keep up, firms are turning to technology like video to manage and scale their expertise


Its also a practice that may have finally hit a breaking point. As many existing partners begin succession planning and an influx of new law school graduates enters the industry, a host of new work-life balance and multigenerational workforce support initiatives have found their way into firms around the world. The very culture of many firms is shifting, raising questions for how organizations can manage that change and still preserve the philosophies that helped to create a heritage that may span decades, generations, or even centuries.

Yet while markets may be evolving and cultures may be changing, the expertise at the heart of the legal practices services is stronger than ever. The wisdom of their team has always been whats set firms apart now, many offices are investing in technology to manage, scale, extend, and amplify that knowledge.

While many of the technologies now breaking into the legal market designed as proprietary specialized tools that address niche opportunities, one tool stands apart as a flexible, versatile means that helps firms develop their competitive advantages video.

How TODAYS LEGAL InDUSTRY USeS VIdeo To CReaTe a CoMpeTITIve advanTageVideo is helping law firms make their expertise more agile extending cultures into new markets, new nations, and new acquisitions, preserving and sharing the expertise of partners, onboarding new hires and supporting the needs of a multigenerational workplace, and even facilitating new trends in work-life balance.

enabLIng effIcIenT edIscovery FOR VIDEO FILESIdentifying, collecting, producing, and reviewing electronically stored information and content required for audits and lawsuits a process known as electronic discovery or eDiscovery has become an essential service offering many law firms.

As organizations of all sizes move away from the printed document and conduct more and more of their business through digital means, eDiscovery practitioners are charged with being able to fully discern not only what information exists, but also where its stored, and how it can be collected, reviewed, and produced for broader consumption often under enforced deadlines with potential to draw fines and penalties.


While eDiscovery certainly includes traditional office documents and emails, increasingly it also includes organizational video. Video is one of the fastest growing types of content in the corporate world today, used for everything from conference calls and webinars to training, marketing, executive and investor communications, sales prospecting, customer service, and more. At businesses today, the use of unstructured information growing 5 times as fast as structured data.

With more and more video being created, searching inside videos is becoming critical to eDiscovery. Yet video creates three distinct problems for electronic discovery professionals.

Searching the actual content of a video has traditionally been very difficult. Most video services can only search a videos title and description not the actual contents of the video itself.

Disjointed video storage in many organizations opens the possibility that important files may be overlooked during review.

Reviewing each video file takes significant time and can mean high costs.

Thats why many legal teams both in-house at large organizations and independent firms are turning to video platforms to assist with video eDiscovery. Modern video platforms offer much more efficient video search Panopto, for example, indexes every word spoken and every word that appears on-screen for every video in a corporate library, allowing for video files to be reviewed in seconds instead of hours.

recordIng & searchIng InTERVIEWS, DISCUSSIOnS, & COnVERSATIOnSAlong with the potential value in being able to search clients video for eDiscovery, many firms are finding that the usefulness of comprehensive video search extends to their own offices as well.

Click for a video demonstration of how panopto searches every video in your library for any word

spoken or shown on-screen.


The practice of law may be evolving, but a core part continues to be built on interactions with clients, witnesses, defendants, experts, and a host of other parties, all with the intent of helping attorneys come to understand any particular project or request in full, so that an informed case can be made.

In practice, this has traditionally involved pages and pages of detailed notes, taken as legal professionals work to document all the ins and outs. Its extensive, time-consuming manual labor and results in an unsearchable stack of paper.

Video, however, is changing all that. Recording those interactions as permitted enables the team to quickly sift through each conversation at a later date. With a tool like Panopto, such discussions can be easily captured with just about any video recording device. And because Panopto indexes and time-stamps every word spoken in a recording, lawyers can quickly find and re-watch any part of that conversation again as needed without sorting through a mountain of paper notes.

preservIng & exTendIng InTERnAL ExPERTISEIn an industry where firms trade on their reputations, being recognized as the expert in a given subject creates a competitive advantage like no other. But practice specialization can create a crisis-in-waiting employing the best minds in the field may help a firm secure more business today, but what happens when that expert leaves the firm?

Most firms with a practice specialty take care to include in their ranks a junior team member who can serve as protg to their expert. Still, such a relationship doesnt always guarantee an expert-in-waiting many subjects are too complicated to learn by watching over someone elses shoulder. In the legal industry especially, many subject areas are fraught with complexity vague laws, contradictory precedent, and rapidly evolving real-world applications are just a few of the sources that generate the detailed nuances that great legal teams use to win cases and claims.

Often legal teams will pass on this level of insight informally through simple conversation. But when this is the case, such wisdom is often easily lost unrecorded and inaccessible unless perfectly memorized when heard.

Capturing and preserving any discussion for on-demand review


Video offers a better option to helping firms capture, preserve, and share the expertise that they depend on to establish their reputations as the best minds in the business.

With video, specialists can record their insights for later reference often without even adding any steps to their normal workflow. Simply by recording training sessions, strategy meetings, document reviews, and other points where experts commonly share their knowledge they can easily record all the insights they use in their work, and make them all searchable and shareable as part of the firms central video library ready for the next generation of in-house experts to learn from.

supporTIng & TraInIng FOUR GEnERATIOnS OF EMPLOYEESThere may be no other industry on Earth that has experienced the challenge of supporting multiple generations of employees in the workplace quite as the legal profession has. Ripple effects of the worldwide economic recession have been felt keenly in the legal industry creating challenges at both ends of the demographic spectrum.

At the top, many partners and other experienced employees who count themselves as members of the Silent and Baby Boom generations have opted to delay retirement, staying on to see their firms through hard times as well as secure their own retirement accounts.

At the other end, a new wave of JD graduates stemming from the spike in law school admissions that coincided with the collapse of the job market during the recession is putting new pressure on firms to identify top talent in a saturated market, and to onboard those new hires efficiently to bring them up to speed on the firms particular approach to the practice of law.

When it comes to supporting organizational training, video is a flexible tool that can support and scale virtually any application for just about any audience. Video can extend existing corporate classrooms, allowing internal learning and development teams to easily scale and share essential compliance training or technology update information and make it available on-demand, anytime and anywhere for anyone to learn from.

Click for a sample recording sharing firm expertise


For supporting established employees, video can help trainers become more efficient allowing them to create a library of training content that can be referenced anytime, rather than require trainers to deliver the same sessions over and over.

For supporting new hires, video is an ideal way to support extended onboarding allowing firms to create a first 30 days experience where new team members can learn everything about how to succeed in the organization from HR and benefits information to explanations of corporate strategy, practice specialties, and whos who in the firm.

communIcaTIng organIzaTIonaL InformaTIon AnD CULTURAL ExPECTATIOnSAs many legal practices adapt to evolving market conditions, maintaining strong internal communications is essential to ensuring that every member of the team is on the same page and working with the same priorities.

Yet thats no small challenge not only can these corporate values shift with the market, today they are also often recalculated any time a global expansion or acquisition occurs that instantly changes the face of the firm (or one of its competitors).

Video is an exceptionally valuable tool to help firms manage their cultures and share the heritage that makes their offices unique. For ordinary day to day communications, video can expedite executive communications making quarterly results, internal announcements, and any other message both easier to create and more engaging to view than a typical email.

on-demand video enables firms to support and scale virtually any training initiative from simple how-tos on internal processes to detailed instruction on procedural considerations.


And for those dramatic shifts in corporate structure, video can be a crucial tool for bringing a newly acquired firm into the fold, or bridging communications between the home office and new satellite locations, whether they are around the corner or around the globe.

Best of all, video is a versatile medium. Firms may deliver important meetings and events live streaming on the web by webcasting a one-click technology that can broadcast a video via the internet to thousands or even tens of thousands of viewers. Or, firms may find that some subjects are best suited for on-demand video, where information or training can be recorded and shared for viewers to watch wherever and whenever suits their schedules.

esTabLIshIng credIbILITy THROUGH COnTEnT MARkETInGAs firms seek to grow their reputations across markets and specialties, a new approach to marketing has swept through the legal industry. Its now almost impossible to open an industry journal without finding counsel to take up content marketing promotion not by traditional advertising but instead through the sharing of helpful insights, strategic advice, and industry thought-leadership.

Content marketing has won enthusiastic support in the legal community as a scalable marketing initiative with a high ROI unlike traditional ads, which disappear when the media budget dries up, content marketing lives on through web sites, blog posts, news articles, and other venues online, where potential clients may find them as they search for a related service. Because content is typically developed in-house and lives on firm-owned web pages, its cost is limited, and its availability lasts forever. Google never forgets a valuable web page a single blog post may help bring clients to a firm for years and years.

Yet as more and more firms take up the practice of content marketing, its no longer enough to jot down a few ideas and count the effort complete. Content must stand out in order to make an impact and thats where video again can assist.

Click for a sample thought leadership video


More compelling than text and more engaging than a brochure, video is the secret to helping content marketing stand out. The data is compelling. Up to 85% of people are more likely to engage with a company if they saw an explainer video first. Even just including the word video in an email subject line increases click-through rates about 10%.

And while many marketers connect video first with traditional, high-cost and high-production television ads, some of the most valuable and popular uses for video today arent commercials but explanations. Simple interviews with experts on considerations for a common inquiry, or walkthroughs of common legal practices and procedures, are often just the type of content potential clients want to see that can also be quickly and professionally produced in-house.

deveLopIng and moneTIzIng A LIBRARY OF On-DEMAnD COUnSEL FOR CLIEnTSIn an industry where organizational revenue is dependent on available billable hours, time is the ultimate resource. An attorneys ability to find ways to squeeze in an extra hour of client time is often essential both to the success of each individual clients case, as well to that of the firm as well.

Yet of course there are only ever 24 hours in a day and seven days in a week, and no one has yet mastered the ability to be in two places at once. These hurdles, and the desire to help their clients and firms succeed, are the challenges that have in the past pushed members of the legal industry to put in 80, 90, and 100-hour work-weeks.

On-demand video, however, may be ready to change all that. A growing number of firms have begun testing new ways to monetize their services and more and more often, are finding that video can play a key part.

While the specifics of the strategy varies from firm to firm, in general, practitioners are turning to video to record and share standard legal advice as video. Typically this is foundational

on-demand consultation videos are an easy, scalable way to add value or build revenue


information, meant to cover the basics of a topic or respond to frequently-asked-questions the firm may receive. Where appropriate, these recordings can also serve as a precursor to more tailored counsel delivered in person.

These on-demand recordings drive value to the firm in two ways. First, by allowing attorneys to answer a question once and share the response as on-demand video, these recordings free up key staff from needing to repeat the same information over and over and instead allows them to focus on more strategic work. Second, a robust library of recorded information can also be presented as an added service for clients. Firms may share these resources as a value-add on top of existing counsel contracts, or as additional revenue streams that clients pay for each time they to watch a recording. In either case, video analytics built into a video platform can quickly reveal which clients are taking advantage of the service.

supporTIng WORk-LIFE BALAnCE & THE ACCESSIBLE VIRTUAL LAW FIRMAcross every industry, the modern workplace is changing. Employees expect greater work-life balance, greater accessibility for working remotely, and greater flexibility to work the hours that are most productive for them. The legal profession has not been immune to this trend.

More than ever before, firms have been tasked to enable employees to work the schedules that meet their own needs. This means firms now must find opportunities to deliver information that previously would have been simply handed off in person. It also means organizations need to find ways to facilitate interactions that before would have taken place in a conference room.

Here again, video offers an answer that allows firms to meet the expectations of the modern employee and build flexibility into the workplace.

By using video to support internal training and communications, firms are able to package up information that previously would have required an employee to attend a session in person. now with video, employees can access a recording of that very same session on-demand from anywhere, enabling them to study compliance on their bus ride commute home, or catch up on the quarterly announcement at night after the kids are in bed. Employees can even search for content they may need as part of an ongoing project and find all the related videos on the corporate library right from any laptop or smartphone.

Likewise, video offers the opportunity to broadcast events and meetings via the internet meaning that team members can follow along on the latest strategy discussions live from anywhere in the world with just a laptop and a wifi connection.


And video is more than a one-way communication tool. With a modern video platform like Panopto, employees can quickly record and share their own video with the organization, as easily as pressing record on the built-in webcam on their laptops or smartphones. This opens the door for employees to share ideas and expertise, capture client discussions, record demonstrations, and more.

MAInTAInInG a secure, cenTraL LIbrary OF VIDEO ASSETSno matter how any legal practice uses video most often, in the end, nearly every one creates a robust library of video files in the process. Panopto is the only video platform that integrates best-of-breed recording and webcasting with a secure video library. All of your Panopto recordings and live webcasts are automatically uploaded into the library and converted for optimal viewing on any computer, tablet, or smartphone. Pre-recorded videos can also be uploaded and converted for playback on any device.

And as the video library grows, Panopto provides a unique video search engine that makes finding information inside your videos as easy as searching for content within email and documents. Simply enter a phrase or world like Compliance into Panoptos video search engine youll find every relevant recording in your collection and be able to fast-forward to each point in your videos where the term is mentioned. not only can comprehensive video search help your team find what they were looking for more quickly it can also help them find recordings they didnt even know existed.

Click to learn more about how a vCMS works


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WhaT To Look for In a VIdeo plaTform FoR a legal SeRvICeS oRganIzaTIonAs video becomes ever more integral to how legal organizations communicate, teach, and share ideas and information, many are finding that now is the right time to review how theyve managed video content in the past and how they plan to manage it in the future.

Thats because video is unlike any other content:

Different video recorders often produce different types of video files many of which cannot be played back on other devices

Video files are significantly larger than text documents and can quickly exceed maximum file size restrictions on common content management systems

And video files are traditionally impossible to search, limiting the value of any recording to only those who already know what topic the video covers

The growing prevalence of video has prompted Forrester Research to recommend organizations Plan for video content, not just videoconferencing. Doing so, contends Forrester, offers the promise of a variety of rewards, including reducing the cost of meetings and events, improving training and executive communications effectiveness, driving remote employee engagement, and encouraging social learning and sharing best practices.

Delivering those returns starts with finding the right video platform and that, in turn, starts with asking the right questions. Every organization will have its own list of video must-haves; here are 10 items to consider when your organization drafts yours.

are aLL spoken and wrItten words automatIcaLLy Indexed for searcH?In the legal industry, its not uncommon for compliance training, process demonstrations, or conference videos to run 30-60 minutes or longer. That means being able to find and fast-forward to specific moments is essential. Youll want a video platform that searches not only by title and description, but that can actually index any word spoken or shown on-screen in the video, and allow viewers to instantly fast-forward right to the exact relevant moment.


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wHat steps must a user take to record a VIdeo,tHen sHare It wItH tHe Intended audIence?There are two simple requirements for virtually every organizational video. First, it must be recorded. Second, it must be shared. And while that may sound straightforward, many video platforms simply dont fully support video workflow meaning what should be an easy, seamless process may end up requiring additional software, added support, and a steep learning curve for new users.

Ideally, you want an end-to-end solution that runs on any computer, recognizes any and all recording equipment, and automatically takes care of the technical video management steps meaning your employees will be able to simply click record, capture their video, and click stop, while the video platform takes care of the rest.

wHat Hardware Is requIred to record, LIVe stream, upLoad, manage, and VIew VIdeos?A constant issue in producing video is the ever-growing number of devices for video recording and video viewing, and the wide variety of file types those devices may produce or play. Some video platforms have sought to manage that complexity by requiring specific hardware and limiting the types of devices their systems can work with. In the legal industry, however, this can create hurdles to organizational video adoption, as this means firms are forced to either purchase compatible recorders for every employee, or manage a limited library of recorders that employees must plan ahead to check out before using. For better results, you want a video platform that can support virtually any video or audio recording device from HD camcorders to inexpensive webcams and even specialty recorders.

For video management, editing, and playback, meanwhile, availability is the key feature. Web-based tools that run in any web browser tend to be easier, more flexible options. And as mobile recording and viewing becomes more commonplace, youll also want to consider the availability and functionality of the video platforms native mobile apps.

wHat steps must a user take to LIVe stream a presentatIon?Live streaming video of a conference, simulation, or presentation are quickly becoming essential for training and communications. But as organizations seek to broadcast events, announcements, and even internal meetings in large organizations, many have found themselves exceeding the maximum audience capacity for traditional video conferencing solutions.


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Webcasting offers a solution the ability to live stream a presentation over the web, to an external or internal audience of thousands or even tens of thousands. But not every video platform offers webcasting as a standard feature, and even fewer include it as an option in the normal video workflow meaning it can be hard for first-time users to find and take advantage of. Be sure to check with your video platform options to see exactly how each enables webcasting, and how much work is required to set up each live broadcast.

How many VIdeo Inputs can be sImuLtaneousLy recorded?When it comes to legal counsel and other professional services common to the industry, a single video feed is seldom enough to fully capture the relevant information. Whether its a detailed contract review, a courtroom process training video, a multi-person conference panel, or a number of other potential uses, its helpful to have a video platform that can record more than one stream of video. not all platforms, however, can meet this need.

You want a platform that makes it easy to record video from a virtually unlimited sources recorders plugged into a laptop, mobile devices recording independently, one or multiple computer monitors the more flexible your solution, the better.

can tHe VIdeo pLatform be extended or customIzed to fIt In your organIzatIons Infrastructure?Today most legal firms have developed their own formal or informal workflows for managing video. Without the ability to easily integrate into those existing workflows, any new video platform risks becoming more work for your team and less likely to be used to its full potential.

What you want is a video platform built to integrate with your organizations learning management systems (LMS) and identity providers, and one that includes admin tools and developer APIs for extending and customizing the video platform further.

wHat eLements are IncLuded In tHe VIdeo pLatform, and wHIcH must be purcHased as add-ons?Total cost of ownership (TCO) is a concern for virtually any technology youll purchase, and video platforms are no exception. Some platform solutions offer an impressive feature list, but force customers to purchase each as a separate add-on to a much more basic set of core capabilities.


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Every organization has different priorities in managing total cost of ownership. For most, a single comprehensive solution for capturing any kind of video, streaming live events, and managing videos in a secure, searchable library will offer the greatest ROI.

How does tHe pLatform protect agaInst outages and system faILures durIng recordIngs & eVents?no provider, no server, and no data center is immune to outage in some form. When bad things happen, whether its a power failure, a network outage, hardware crash, a blue screen, or a misbehaving driver, you should expect your video platform to have a plan in place to prevent data loss.

Ideally, you want a platform that relies on geographically dispersed redundant servers to protect against server issues, and failsafe recording features to protect against problems on local machines to ensure interrupted recordings are repaired and restored as quickly as possible.

can tHe pLatform scaLe wItH ongoIng growtH and spIkes In user demand?Video is only just reaching the tipping point in most legal firms. Virtually every technology analyst expects the total amount of video organizations produce and consume will increase exponentially in the coming few years which means any video solution you buy today will need to scale to meet your needs tomorrow.

With a video platform, scalability applies to a number of elements in the system, including: web servers which require scalability to accommodate increasing HTTP requests, encoding servers which need to scale as more and more encoding jobs are submitted, and data scalability to accommodate a rapidly increasing amount of video storage. Youll want to be sure your platform can account for each of these factors.

are tHere natIVe mobILe apps tHat proVIde support for VIdeo searcH and VIewIng?More and more legal professionals are using tablets and smartphones to view video. With trends like bring your own device (BYOD), flex time, and a host of other modern working arrangements, enabling mobile access to video viewing, sharing, recording, and managing absolutely essential.

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Your video platform needs to make sure youre covered. At a minimum, every video uploaded into your video content management system should be encoded for playback on mobile devices. Ideally, your platform should include native mobile apps for both iOS and Android, providing support for your team to view and search your videos from anywhere.

In 155 Words: panopTo HelpS YoU Manage and SCale expeRTISe wITh vIdeoExpertise will always be the heart of the legal profession. Firms will continue to stake their reputations to the proficiency of their partners and the skilled know-how of their bench. Today however we are fast approaching the practical cap on how far individual intelligence can be applied without assistance. Which is why now is the time for firms to invest in technology that can manage, scale, extend, and amplify the knowledge upon which theyve built their businesses.

Panopto is a video platform that enables you to incorporate multimedia presentations, live broadcasts, and other video content into your communication, documentation, and training strategies, helping firms operate smarter, act more productively, and scale more efficiently.

named a Leader in Gartners Magic Quadrant for Enterprise Video Content Management and commended by Forrester for the best support for video search, Panopto makes it easy for your organization to record anything and find everything.

For more, visit www.panopto.com.


Fill out a free trial form at panopto.com/free-trial/ or give us a call at 855.PanoPto

our team will contact you to discuss how youd like to put video to work in your organization, and help you determine if Panopto would be a good fit

Well set up your video platform site with you that same day, help you brand it for your organization, and include a set of welcome and how-to videos for first-time users

From there, youll be ready to go! Youll have complete access to upload existing videos, record new videos, share and view recordings, and search your videos for specific details

geT sTarTed In Less Than 1 day