Patrick:Welcome to the Business Spotlight. This is your host, Patrick Dougher. I have a fabulous show today. My guest, I met him actually recently. Paul Salfen is the co-host of the Drew Pearson Show. He produces it and does a lot of other work in that area as well.
He’s been an entrepreneur and a videographer, so to speak – a video interviewer – for a number of years. One of the things that’s been really exciting is to see how he’s been able to interview what I’ll call some of the greatest icons of our age whether it be Tom Cruise, Harrison Ford, Willie Nelson. There’s so many that he’s been able to actually sit down with, interview and bring some of the brightest moments to recorded history is what I’d say just because these guys have established so much of my generation. Thank you for being on the show.
Getting results from Youtube has become an SEO complex equation. The reason for this monthly segment is to help many entrepreneurs get their own Youtube Decoder Ring
Youtube Decoder Ring part 1
This is a reprint from an article that I wrote for the TAB newsletter. I thought it would be helpful information. Let me know what other areas of Youtube that you would like to learn more about.
Getting results from Youtube has become an SEO complex equation. The reason for this monthly segment is to help many entrepreneurs get their own Youtube Decoder Ring. Being from the generation that had to get theirs from Cracker Jack Boxes, getting one for YouTube has cost me a lot more. Each month I want to give good tips and tools that will unlock better results for you.
Patrick Dougher is the Host of The Business Spotlight TV show airing in DFW and Houston that many business owner tell their story and then Pat’s company promotes the show all over the internet. His Youtube.com channel has over 60K views and he has been able to create over 50K video links for the previous guests of the show driving traffic to their sites. https://www.youtube.com/marketing4maxresults
Media is changing so fast. Here are some predictions to help formulate your marketing plan for 2013 from the advisory team on The Business Spotlight TV show in the DFW area hosted by Patrick Dougher. Guest include Marc Harty of 30MinutePR.com and MainTopic Media, Kathy Brandon or ReadyforHappiness.com and Luis Estrada of ESCreativegang.com.
My top Predictions for 2013.
Patrick Dougher
1. TV is going to become much more interactive. ie, “Optional endings for shows, choose the ending you want,
2. Social Media integration… Facebook shows and the ability to ask questions of the guest on the show. Is being done on some shows already, will grow in a big way.
3. Youtube channels that will be an extension of the Network Channels already out there.
4. People will continue to pull away from Advertisement intensive stations. There are some channels on TV now that have 12-15 commercials at each commercial break. People are looking for Real and Authentic people that can give them good information in an Edutaining Way.
Bonus… SEO of your video will become a must for you to get the results you want from your video investment.
http://www.7NetworkingMistakes.com Genie Fuller is guest on The Business Spotlight TV show hosted by Patrick Dougher.
Transcript:
Patrick: When they’re coming in, they’re finding the ways to really attract the right people to them. Do you want to speak at conventions? The size of the corporation that you typically like to work for is how many sales people normally?
Genie: I like to work with big national ones, but where I really shine I believe is in their branch offices with about 50 people.
Patrick: So 50 at a time, but typically a branch office might have 2,000 or 3,000 sales reps around the country. But you would be able to mentor each of the mid-level management.
Genie: I’ve learned over the years that I just don’t go in and do a seminar. I can’t change behavior. We’ll do the workshop, but it’s got to follow up with implementation. I give them some things they can do in-house and then I come back and do another program to keep the implementation going. I like at least a 90-day commitment. Most of them are about six months.
Patrick: I wouldn’t doubt that because I’ve seen that model over and over in the past. Somebody comes in and they say, “Here’s a training,” and they throw it out there to the group. Only about 15% of what they say actually shows up is implemented.
What that means is, by doing the follow up, you’re able to internalize a big portion of what somebody is as hired or essentially purchased in the way of training. They’ve purchased that training from you, now they’re finally getting it in their people. http://youtu.be/DTGQJKgO9yo
http://www.7NetworkingMistakes.com Genie Fuller is guest on The Business Spotlight hosted by Patrick Dougher.
Transcript:
Patrick: Welcome back to the Business Spotlight. I’m Patrick Dougher. My guest today is Genie Fuller. Genie is a master at helping you, if you’re a business owner, understand how to attract an endless stream of referrals. I don’t know about you, but if you had your friends selling for you to their friends, does anybody go, “Oh my God, that’s the perfect answer to a business solution?” Yeah. Genie, thank you.
Genie: You’re welcome.
Patrick: You speak to a lot of groups and you are trying to get the message out — look, guys, you don’t have to do it the old fashion way. You also need to realize a personal element because technology is fun and there’s a lot of what I call Gen-Xers or Millennials — and if you’re in that group you know your name. Anybody that’s 45 and below is Gen-X to 35, and below 30ish are the Millenials. The thing is everybody needs the personal touch and the personal introduction. Who are you trying to reach and how would we identify that person for you?
Genie: Most people like to say the whole world, but being very specific targeting, I’ve traditionally worked a lot with financial advisors and financial planners. I really enjoy meeting the branch manager or the regional person. I have video training now that they can use in their meetings and then I go periodically to help with the implementation.
I also trained in law firms and accounting firms. They have to do referrals. Our method is very low key schmooze. Sometimes they ask me what I do. I’d say, “I can help you schmooze your way to business.”
That works really well with me and I like to preferably see the managing partner who wants to increase business. Actually, a managing partner after I did an accounting firm said, “After you’ve been here, marketing doesn’t look like marketing anymore. It’s part of the way we do business.”
Patrick: That’s exactly right.
Genie: That’s the key.
Patrick: A good friend of mine always uses the phrase “Everything is marketing and marketing is everything.” If you can get people to raise their hand and say, “Tell me more,” that’s 90% of the battle. What you’re doing is you’re training your people to introduce each other to their best.
Genie: That’s right.
Patrick: You’re giving them the keys to the kingdom. In fact, I’ve described it earlier when we were talking about this. This is kind of a skeleton key — a master key — that unlocks this endless flood of referrals that with the right people. I remember we’re talking about some research you did on valuable a referral is versus a cold call.
Genie: I was talking with one of my clients and he said that he had taken a list of all of his clients and that he put a list over here of the ones he enjoyed working with and here were the ones he didn’t like working with. Everything was just about the same.
Then he realized that all the ones he enjoyed came from a referral, a real live endorsement, recommendation. And the ones over here that he didn’t like all came from cold prospecting. Isn’t that amazing? They come in with a trust level.
Patrick: That’s such a key. You just hit it. You said one came in with the endorsement and the trust factor of “My good friend, Bob, recommended you. If he says you’re one of the good guys, then you must be one of the good guys because he says there’s only a few of them left.”
In your training, you’re actually giving them those keys. Aren’t you?
Genie: I am. http://youtu.be/G2ofq0yd7Eg
Patrick: Genie, thank you so much. I want to get into how people can connect to you. Where do you want them to go?
Genie: I would love for them to come to my new website where I’m giving away a free e-book. The title of the e-book is “How to Sidestep the 7 Costly Networking Mistakes and Attract Lucrative Prospects.” That website is www.7NetworkingMistakes.com.
Patrick: Very good. It’s on the screen, so they can read it there. They’ve got your phone number. Your phone number is the 713 number?
Genie: (713)702-6331.
Patrick: They’re going to get the e-book. That will get them started. That will also give you the opportunity to touch base with them afterwards. It’s a great book. When I looked at that I sit there and all I could see was “lucrative.”
Genie: That’s a good word.
Patrick: Lucrative referrals — I’ll connect those two in my mind. It’s just about lucrative referrals. But it is, isn’t it?
Genie: Yes. It’s establishing influence in order to increase affluence.
Patrick: I’ve heard that before. I don’t know where.
Genie: I think we talked about that before.
Patrick: We did talk about that before. But it is. You increase influence. You’ll increase affluence. It’s a byproduct, isn’t it? http://youtu.be/cSPcJjsj9H8
http://bobbare.com/contact/
What does your book really mean for you as a speaker and a mentor and a leader and a business owner?
Bob: What I discovered in the process of writing it and getting it published is that a book is not an end in itself. So many people think that, “Oh, I’m going to write this book and it’ll go up in the bookstores and people will buy it and I can just sit back and watch things happen.” Writing a book and then getting the book published is really the easy part.
The good thing is once you’ve become an author, once you’ve taken your specialized knowledge and put it into a book for other people, then it becomes a tool that you can use not only to assist other people in what the message of your book is, but it becomes a tool to let people see that you are an expert. It’s a demonstration of who you are and what you know. It opens so many doors.
Since I’ve published the book I’ve discovered that people like to hear people speak who are authors. I’m a Rotarian. I love rotary but I’ve ended up not only going to my own rotary club, I go up speaking to other ones. I usually speak on how to become a published author and I give people, in as much time as I have, some ideas and tips on how to get a book out of you.
I really enjoy helping people with that. I would say that maybe two out of three people feel like, or have the thought, or have someone tell them, “You ought to write a book,” but people don’t know where to start. I like to help people gather their thoughts. I like to help them discover if it would even be worthwhile for them to write that book, if what they’re thinking about writing is the right one for them, and then when they find what they really would love writing, giving them some steps and some suggestions and coaching them into getting themselves to the place where it turns into something that they can use to spread their message.
There are all kinds of different books: nonfiction, children’s books, fiction. Whatever the type, I like to help people who have a book that will make some form of a positive impact on the world. Typically that ends up being something in the self-help field or entrepreneurship, helping other entrepreneurs, or something that will help people.
We have an author that we’ve published a couple of books for who is the mother of one of the youngest firefighters who died in 9/11. She had written two children’s books — one called, “My Son Christopher” and another called, “The Day the Towers Fell” — and she basically took what was in her heart.
She had the desire to teach people how to tell their children about 9/11 and how to give them a positive message that this was, yes, an act of hate, but how you can turn it around and how you need to learn to love and share. It’s so rewarding to help people with a message like that get their message out to the world.
1431 Greenway Drive, Suite 610
Irving, TX 75038
888-556-7347
http://bobbare.com/about/
Bob: And it opens new doors. I have a second book I’m working on now that I’ve been asked to co-author with an author who sold 22 million of one of his books. He liked what I had to say. He read my book and liked it and endorsed it and he said, “You know, I’d like to co-write something with you.” I would have never gotten that opportunity if I hadn’t written one already.
Patrick: What is that going to mean for you when that book comes out? What doors do you think that will open for you?
Bob: Obviously it makes me feel good, and we all want to feel good about ourselves. But it also just adds another level of credibility. People will be able to say, “Wow, he co-authored a book with this person who is so well-known. He must know what he’s talking about.”
Patrick: Well even beyond that, his circle of influence becomes your circle of influence. And if he has co-authored a book with 22 million copies sold, your authority in the marketplace just shot up.
Bob: There’s a story I heard once and I don’t know if it’s about Rockefeller or one of the rich people of the past. A young man came up to him and said, “Would you lend me money?” He was a wise person. He said, “Well, no I won’t do that, but I’ll tell you what I will do.”
They were at the New York Stock Exchange and he said, “Take my arm and walk with me across the floor of the New York Stock Exchange and we’ll talk to each other and turn around and come back. By the time we get back to the other side, people will have seen you talking with me and you can borrow or get all the investors you need.”
Patrick: That’s influence and that’s what we’re really talking about, folks. Bob has a system to create massive influence and I’m convinced that if you raise someone’s influence, their affluence has to rise as well.
We’ll be right back. This is Pat Dougher. Thanks again.
Through over 40 years of success and struggles in business, Bob has accumulated wisdom and earned the title Serial Social Entrepreneur. Because he believes that we can often learn as much from failure as from victory, he encourages others to be willing to take risks in pursuit of their dream. However, he adamantly insists that core values, friends and family should never be scarified on the altar of success.
In 2011, Bob founded BestSelling Experts with a mission of amplifying other social entrepreneur’s messages thereby making the world a better place.
Bob is passionate about Vision, Innovation and Creativity. He loves inspired ideas and original systems to turn them into reality.
As a former Rotary Club president, Bob applies the 4 Way Test in all of his business endeavors:
1) Is it the truth?
2) Is it fair to all concerned?
3) Will it build good will and better friendships?
4) Will it be beneficial to all concerned?
1431 Greenway Drive, Suite 610
Irving, TX 75038
888-556-7347
Facebook – Originally used as a social networking site for college students, Facebook has gained acceptance and influence for all ages. On Facebook, it is easy to post pictures, videos and personal information. Users connect by posting information on walls. You have to accept invitations from friends and choose what information to share. Facebook accounts are created by an individual, but you can make a company page linked to your personal account to promote your company. Use Facebook ads to promote your company by designing an ad and choosing the demographics that will view the ads. Ads can be pay-per-impression or pay-per-click. The fasting growing Facebook demographic is women over 55 years of age.
As the market determines how social media will ultimately impact businesses, you should be positioning your company to take advantage of this new wave of advertising. Depending upon your marketing strategy, you may decide to just test the waters or jump in with both feet. Either way, develop a marketing plan for your social media endeavors. Be sure that you have a policy for anyone (even the owner) that participates in online conversation. Remember, you want to promote a positive corporate image and attract high quality customers and employees.
At our seminars on social media, we present an overview of how to get started in social media. We concentrate on LinkedIn, Twitter, Facebook, YouTube and Blogging as these are popular, fast-growth platforms that look like they are here to stay.
Social media takes time. Beginners spend approximately 2 hours a week. After a few months, the amount of time spent jumps to about 10 hours a week. Those who actively practice social media marketing, commit 20 hours a week or more to keeping up with their social media activities. As with any initiative before you start, make sure you can devote the time and energy needed to have a consistent presence. Starting small with steady growth is preferable to a big splash then fizzling out.
Many people are struggling with an effective social media strategy and evaluating the social media return-on-investment. There are some who claim you can make money with social media, but quantifying the revenue has been difficult. For most, social media is a model for positive promotion, reputation monitoring and networking. Remember, social media is an extension of the more traditional forms of networking. So approach your social media communications with the same integrity and etiquette that you would use in face-to-face exchanges.
LinkedIn – A business-oriented social media site used for networking. You can create your personal profile and make a company page. You approve people that want to link to you and send invitations to others to link. Once linked, you get notification on posts, groups, updates and other details about your connections. LinkedIn is powerful for connecting to business professionals, researching companies and participating in industry and topical groups. You can send your Facebook, Twitter, Blog and other posts directly to your LinkedIn page
Facebook – Originally used as a social networking site for college students, Facebook has gained acceptance and influence for all ages. On Facebook, it is easy to post pictures, videos and personal information. Users connect by posting information on walls. You have to accept invitations from friends and choose what information to share. Facebook accounts are created by an individual, but you can make a company page linked to your personal account to promote your company. Use Facebook ads to promote your company by designing an ad and choosing the demographics that will view the ads. Ads can be pay-per-impression or pay-per-click. The fasting growing Facebook demographic is women over 55 years of age.
Twitter – A social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-bases posts of up to 140 characters displayed on the author’s profile page and delivered to the author’s subscribers who are known as followers. Find followers that are interested in your industry, products or services. Follow those who tweet information of interest or value. Use tweets to drive followers to your blog or other social media sites. Send tweets on a variety of topics, but don’t just tweet advertisements or your followers will dwindle.
YouTube – A video-sharing website on which users can upload, share, and view videos. Most of the content on YouTube has been uploaded by individuals but some media corporations offer content. Users can watch the videos and registered users are permitted to upload an unlimited number of videos. Use YouTube to upload video blogs, interview, tutorials and presentation to name a few. YouTube content can be used on your website or blog to provide information through video. Some markets prefer video and recording demonstrations, instructions and interviews can be a powerful addition to the printed word. Photos can be uploaded to YouTube, set to music and made into a video with captions. On your YouTube account you can monitor how many views each video has received and allow viewers to leave comments.
Blogging – Blog comes from the term web log. A business blog is a website with regular entries of information, commentary, and events. Blogs can be maintained by a single individual or group. There are many group blogs on broad topics of interest Blogs are mainly text, but often add graphics, music or video for meaning and content. Entries are commonly displayed in reverse-chronological order. Most blogs allow readers to leave comments in an interactive format, but it is important that comments should be reviewed before being posted to your business blog. Blogs should be professional and well written. Your posts should be used to establish your expertise in an industry or on a topic. Use other social media sites to drive users to your blog where you can explore topics more deeply. Microblogging is another type of blogging, featuring very short posts.
Want to try social media, but don’t know where to start?
Try LinkedIn first. It’s easy to get started, find connections and add content.
Then try Facebook. It’s a bit more complicated, but worth the effort. Once you get your personal page and some friends, make a company page and suggest it to your friends.
Now you’re ready for Twitter. Set up your account and tweet once or twice a day. Remember to make your tweets interesting and minimize advertisement.
Now start blogging! Use the other sites to drive traffic to your blog. Create content that can also be used on your social media sites, web pages and newsletters.
Ms. Hester is the CEO of LAN Systems which provides IT solutions in the Greater Metro Atlanta Area. LAN Systems is dedicated to providing business technology that works for people. In 2004, Mary founded Intelligent System Solutions, Inc. (ISS) which provides high-tech consulting, sales and service to utility customers. Mary brings extensive experience managing a support and service group renowned for its “Best in the Industry” rating and standards. She is an expert in customer loyalty and retention. She has designed and delivered numerous training courses and workshops on a variety of topics.
With 2010 finally here and staring us in the face, every small business needs to acknowledge the 100 pound elephant in the room, and his name is social media. Many Small Businesses have the same questions circling in their heads…”how do we deal with social media, what are our social media strategies and is it right for my business? Should we ignore it and hope it goes away like another passing fad like Cherry Coke or Members Only jackets?” It’s time for small business to start utilizing social media’s benefits and incorporate it into their daily lives as a small business public relations strategy. Social media is exactly what the small business needs. The small businesses who embrace social media first will be the ones who have an advantage over their competition 5 years down the road.
How is Social Media going to benefit my business?
Small businesses would love to have the public relations team that most Fortune 500 companies have. What small businesses don’t realize is that social media has a lot of the same benefits as a high retainer Advertising agency/PR firm. Social media provides an outlet for small businesses to transmit and share news, events, press releases, success stories, and other business-related information in real-time.
Some of the core benefits are:
Real-time communication to your customers Instant feedback on a product/service Raising brand awareness Lead Generation Drive website traffic Virtual focus groups Search engine optimization links
Outline your objectives
Social media websites are a dime a dozen. There seems to be a new social media website popping up every day. Some websites are more niche specific while others are broader. Choosing the right social media platform to spend your valuable time can be frustrating. Before small businesses start subscribing to the thousands of social media websites out there, they first need to outline what their goals are for a social media strategy. Most objectives align with social media’s core benefits but some small businesses look for different goals.
Some common small business social media goals include:
Brand perception Competitive analysis Customer Service / Support Networking Everyone else is doing it
Once a small business outlines its objectives, it can then decide which social media platform is right for their business.
Which social media websites are the best for my business?
Some of the more popular social media websites are Twitter, Facebook, YouTube, LinkedIn, Flickr, Digg, and many others. LinkedIn is great for networking while Digg is great for bookmarking websites you find interesting on the Internet. Twitter is great for announcing what your company is working on and Flickr is great at sharing recent corporate outing photographs. Anything that you would want to share with your customers, there is a social media website that will meet your needs.
One of the more commonly known social media websites is Facebook. And it recently made news that small businesses need to pay attention to. ComScore just released its November 2009 Media Metrix data, which shows an important milestone recently reached by Facebook, which is 100 million monthly U.S. visitors. Those numbers put Facebook in the same group as Google, Yahoo, and Microsoft websites when talking about website traffic volume. That is a staggering metric that illustrates that social media is not a passing fad but rather a strategic public relations tool for the small business.
Time commitment
One school of thought in deciding which social media platform to spend your time promoting your company is to determine where your target demographic spends their social media time. By default, most people/companies are either on Facebook, Twitter, LinkedIn, YouTube or are starting to develop a strategy for creating their own web page. Time is valuable so choosing wisely is a critical element in launching an effective social media strategy. The more active you are within a social media community, the more you will get out of it. If a small business gets into the rhythm of posting and communicating within their social media websites on a daily basis then it becomes routine. The more your communicate and become a valuable member within a community, the greater the return on investment.
New Years Resolution
Start your 2010 Marketing Strategy on the right foot! Small businesses need to incorporate social media into their marketing plan and measure their results. I bet you find your original skepticism and preconceived notions on social media not to be true, and you will quickly see that sharing information in real-time is only going to benefit your business and its bottom line
You can see how you can use this information in the local DFW area.
Michael Delpierre is President and Chief Marketing Officer of Conversion Pipeline, a Washington D.C. area based Strategic Marketing Communications firm. For more information please visit: http://www.conversionpipeline.com
