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Increase the Authority of Your Events With Celebrity Google+ Hangouts on Air

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Watch the video of my presentation here: http://youtu.be/LX8fnAyutUo ...

Watch the video of my presentation here: http://youtu.be/LX8fnAyutUo

Presentation for Meeting Planning & Event Professionals at the Event Solutions Conference & Trade Show in Las Vegas.
March 24th 2014

If you'd like to request a custom presentation for your audience or event, please let me know here: http://www.thesparkleagency.com/celebrity-hangouts-on-air/request-a-hangout-on-air-presentation/

Google SEO & Google Adwords Optimization

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  • You get people to show up and be interested, and even promote & share it with their audiences, but the tools they’re using (and you’re using) are a little old-fashioned? They’re GREAT EVENTS, you put a lot into making them a success, but still…
  • 1. It can be hard to stay on top of how Google’s latest search algorythim will work for your events & business2. YouTube videos are incredibly time consuming and high effort to create, often with disappointing results (tip: video quality is not the top reason a video gets watched)3. We’ve all been talking about trying to go “viral” for years, but your attempts over the years really haven’t returned your investment of time, energy & money 4. ANYONE even social media professionals have realized that it’s impossible to be amazing at your skill, plus run your business, plus market effectively on all the relevant social channels > you have to pick a few key tools to focus on and become really excellent at finding new ways to make those tools each achieve your business goals5. While it would be nice in some ways if everything stayed the same, the truth of the matter is what used to work SO WELL for you now give lackluster results
  • Ho w G+ and HOAs impact your digital footprintHow Celebrity Hangouts on Air help ensure your successesBasics of Google+ HOA tech5 power strategies for a successful HOA
  • Even though you know the value of Hangouts on Air, many don’t and will be resistant to participating and supporting your efforts to create compelling HOA content
  • >> even “influencers” and people who know about social media may prefer to ignore the value of Hangouts
  • Even though this was 18 months ago & just as I was starting my 1st HOA show, you’ll still encounter a lot of people who don’t like the idea of a new social network that was once seen as largely unnecessary > – you’ll want to have the proof & examples to show them how HOA can impact and support their efforts, make life easier >>
  • Even though you know the value of Hangouts on Air, many don’t and will be resistant to participating and supporting your efforts to create compelling HOA content
  • *NEW* in 2014
  • *NEW* Prior to December 2013 – this did not exist!
  • *NEW* in 2014 – Noticed on February 23, Sunday morning watching as the Olympic Gold Medals were awarded to Canada
  • What I’ve learned over the last 18 months of focusing my efforts increasingly on G+ HOA innovation and opportunities is that it’s really not about the obvious use of the tool, success in Hangout on Air…
  • It’s about identifying the business objectives of your key stakeholders and creating human relationship value, and then focus on the technology as you choose
  • So working with clients and organizations to help them launch their own G+ HOA shows, what I’ve realized is that while the focus and outcome are similar for HOA and other events, in order to make the process of planning, launching and growing the value of your G+ HOA investments, systems are needed to make it easier and faster to find success with EACH Hangout on Air event that you take on, regardless of your experience with the technology or tools… So I created Celebrity Hangouts on Air as the system for planning your Hangouts on Air so that they’re a clear series of themed video chat shows, that attract celebrity guests, allow you to build exponential audiences, and generate sponsor reveneue, while meeting specific business objectives.
  • If today is the first time you’re meeting me…My work has been featured in HARVARD BUSINESS REVIEW, Inc., and just last week a 2nd feature in SproutSocial on the importance and value of Social Media Advertising like Facebook CPC and testing with small investments like $10/dayI’m most well known for my 1st … BY SHOW OF HANDS – HAVE YOU HEARD OF GUY KAWASAKI?... NEXT SLIDE
  • And even other video marketing services & platforms
  • And you can see how when I 1st started looking at HOA and what I could use them to create in my business, why I looked at them like a chance to become the Oprah Winfrey of my peer business community
  • BASICS of G+ HOAAnd it’s not just YOU, hosting the HOA that distributes the video…
  • I like to Hangout with leaders >>> Getting together on A Hangout on Air is an escape from your everyday routine to collaboratively create thought leadership conversation, focused on a specific subject and for a specific business outcome << Like a corporate retreat with a video camera on the wall over the meeting table
  • And it’s not just the Google SEO and organic search awareness that makes Hangout on Air a unique tool for video development (and I would dare say, a necessary tool in your marketing mix), Hangouts on Air also have the unique abilities to AUTOMATICALLY DISTRIBUTE your HOA videos to private social networks)
  • Participants distribute the G+ video on their own G+ channel, and apps unique to Hangout (like snap/capture app you can see here) further promote the live chat for more exposure & awareness to new people for you (their communities are new to your offer)
  • So working with clients and organizations to help them launch their own G+ HOA shows, what I’ve realized is that while the focus and outcome are similar for HOA and other events, in order to make the process of planning, launching and growing the value of your G+ HOA investments, systems are needed to make it easier and faster to find success with EACH Hangout on Air event that you take on, regardless of your experience with the technology or tools… So I created Celebrity Hangouts on Air as the system for planning your Hangouts on Air so that they’re a clear series of themed video chat shows, that attract celebrity guests, allow you to build exponential audiences, and generate sponsor reveneue, while meeting specific business objectives.
  • When you’re planning a wedding, your own or for someone else, you have the option of making each wedding an event of an elopement, or a big HUGE wedding event. They’re both equally valuable to the host, and each has their limitations and benefits. With an elopement, it doesn’t take as many hours to plan so you need less lead time before the event, elopements will usually have fewer guests, and frequently are in a less obvious location, with less choices needed & available, but equally powerful results IF you’ve made the commitment to develop relationships. Choose carefully for EACH HOA event, the key outcome (business results), the key celebrity / influencer guest who is also working to persuade people to take action on the general business outcome, your conversation host, guests on the panel, sponsors & advertisers, vendors, supporters, etc. based on the OUTCOME results for EVERYONE involved.
  • I started #SparkleSOS Book Authors & Publishers because I knew myself that I was struggling with self confidence about my ability to write a book (as an aspiring author) and saw that there were no opportunities for me to have a personal conversation with successful book authors, as peers. I created it as an opportunity for book authors & publishers at all levels, from aspiring to celebrity.#SparkleSOS Book Authors & PublishersEp 1 - Toronto Public Library author eventsEp 2 - Authors & pub’s in my social sphereEp 3 - MJP presenting on B2Community webinarEp 4 - 1st Celebrity Guest changes everything
  • It was that initial focus & purpose that made me place the Hangout where it would be seen by Guy Kawasaki. While I didn’t know it was a community OWNED by him that I had shared the video to, I did know it was an active community of book authors talking about self-publishing, and that this conversation didn’t exist yet in their community
  • My intent with launchin #SparkleSOS was to create a valuable conversation experience for EVERYONE, including the feature guest < so to do so I knew the conversation would have to focus on something we all want to talk about – the experience of being a book author, and what our experiences have been like. I wanted the opportunity to connect with REALLY successful book authors and have them mentor me, and develop social proof for publishers in the future so my book proposal will be better accepted. I also wanted to create the same opportunity for my peers who didn’t have the confidence or opportunity to create a show like I did, and for the feature guests, they have a chance to gain more exposure and reach for their book, in a conversation that IS UNIQUE ONLINE, so my content would be selected (and on top) when it’s relevant
  • It’s important to remember that no one else knows what you imagine your Hangout show can be in the future, so you have to be able to communicate it. FOR THIS I’VE CREATED A Hangout Pitch Overview Doc that includes press release copy, what the intended outcome is, who the intended audience is, potential sponsors and how they can be involved, potential guests, number of episodes, frequency of taping, distribution plans & methods, and a proposed production schedule, that is a template for communicating the long term vision and valuable outcome for all participants in your Hangouts, even if you haven’t launched yet… It’s a changing document like your business plan is
  • It’s important to remember that no one else knows what you imagine this show can be, so you have to be able to communicate it.
  • If I created this plate of sushi, I would be incredibly proud of the fresh ingredients and artistry of the presentation
  • Where as to you, this might not be so appealing – anyone in the audience agree? What are the reasons why it’s unappealing to you? Right, yes, all correct, but unique, and still not reducing the value overall of the plate of sushi as FOOD. This is a lot like Hangouts on Air shows when you 1st launch, all your plans, just like business plans, are flexible as you gain experience and proof of which plans work and don’t'
  • While I might change my Hangout on Air presentation or show format to portion out the content so that it’s not overwhelming to too much, it still might not work…
  • If what they really need in instructions on how to use chopsticks, so they won’t feel embarrassed and have to eat with their hands
  • I’ve always said that I like to plan the look & feel & experience of my Hangouts on Air like a dinner party where I am inviting 1 key guest, and a selected group of my contacts, to join me for an unscripted, casual but intimate conversation about what really goes on behind the scenes – SET UP CLIP BEFORE PLAYING – In this scene from the movie Notting Hill, Anna Scott an American celebrity attends a casual dinner party of her new friend Will’s friends, for his baby sister’s birthday. After the meal, they have a fun contest to see who deserves the last brownieAFTER CLIP - You can see Anna is a celebrity and appreciated as so in the conversations, but because they are Hanging Out casually, she’s able to open up and share elements of her life that she would never feel comfortable sharing with mass media. And it establishes a connection between the other guests and the celebrity, to understand how they ARE just regular people with goals, and dreams, just like us.In KNOWING MY INTENDED EMOTION – I wanted to create a safe place for successful / celebrity book authors to be themselves, to feel comfortable, like they are around peers - friends
  • It’s not just about showing you and your conversations with celebrities, Be the person in your professional peer community who REFLECTS THE CELEBRITY IN OTHERS, bring non-celebrity guests on your Hangout on Air who are on the same path your influencers / celebrities have been on themselves, or ARE on currently – Celebrities are real people and equally real people have celebrity inside of them; use your Hangouts to inspire others to do the same
  • Including Celebrities in your Google+ Hangouts on Air make them the prize fighter of communications tools in 3 areas: 1) Organic Google SEO 2) Paid Google Adwords Efficiency 3) Key Relationship Strengthening >> BUT THE REAL UNIQUE CHARACTERISTIC is the distribution method that allows EXPONENTIAL AUDIENCE GROWTH before you even launch.
  • BEFORE YOU EVEN LAUNCH your 1st episode of your HOA series, or special event Hangout, you can distribute the embed code to other media channels who already have established audiences, the same/similiar target group to your own, so that ahead of launch, you can document a large enough audience for testing purposes and to sell the opportunity to sponsors < your Hangout on Air production could be a profitable business activity before you even launch your first episode.
  • Ho w G+ and HOAs impact your digital footprintHow Celebrity Hangouts on Air help ensure your successesBasics of Google+ HOA tech5 power strategies for a successful HOA

Increase the Authority of Your Events With Celebrity Google+ Hangouts on Air Increase the Authority of Your Events With Celebrity Google+ Hangouts on Air Presentation Transcript

  • Debbie Horovitch InstantAuthority forYour Events with Celebrity Hangouts on Air #HangoutTips @Sparkle_Agency
  • Do Your Events Look a Little Like This?
  • Great Events, But… 1. Struggling to stay on trend with SEO content? 2. Pressured to “master” YouTube videos? 3. Challenged to create viral content? 4. Too many social media tools & channels? 5. Traditional promotional tools aren’t working quite as well as they used to?
  • AUTHORITY CHANGES EVERYTHING... When Done Right, EachDocumented ConversationBuilds Your Value in the Business Community Credibility & social proof for you & your Hangout events with: 1. Google SEO as a trendsetter, conversation spark point 2. Top of Google & YouTube search for video 3. Automatically shared on the social channels (and search results!) of influencers & celebrities 4. Compelling video content for YouTube, Facebook, Twitter, LinkedIn, Pinterest… and Google+ 5. Refreshes & enhances the value of all your social activities
  • Today’s Talk Will Cover: • Digital Impact of Google+ • Benefits of Working With Celebrity • Getting Started With Google+ HOA • 5 Power Strategies for Successful Celebrity Hangouts on Air
  • Google+ and Hangouts on Air Impact Your Digital Footprint
  • …Even If Some Prefer to Ignore It
  • “…. it’s a barren wasteland of marketers talking to themselves.”
  • The Ripple Effect of G+ Hangouts on Air
  • Your Google+ Profile on Google Search Now Gets Extra Visible Real Estate … So Title Additional G+ Pages Your Solution
  • Everyone’s HOA EventComments Are Automatically on YourYouTubePage …Including of Your Celebrity Guests
  • G+ HOA YouTube Videos Rank on Google Search for Title Keywords Instantly …Schedule Your Hangout Now & Adjust
  • But… It’s NOT All About the Technology or Your Hardware
  • It’s About The Relationships You Develop Creating & Giving Authority to Everyone… Who Participates In Making Your Events Successful Adds to event awareness & benefits participants: 1. Social proof of celebrity & influencers 2. Exponential audience growth 3. [Additional] Revenue from brand sponsors 4. Proof of ROI towards business objectives
  • Celebrity Hangouts on Air Create Memorable Experiences & Strengthen Relationships Between you & your event: • Clients • Vendors • Community Members • Brand Ambassadors • Celebrity Endorsements • Media Partners & Editors • Sponsors
  • About Me… • 20 years Toronto ad agency media management • $375+ million in client media budgets negotiated • Featured in HBR, Inc., SproutSocial • 1st Google+ Hangouts on Air show #SparkleSOS Book Authors & Publishers attracted Guy Kawasaki after 3 episodes • Celebrity content is what we’ll talk about today!
  • #SparkleSOS Book Authors & Publishers
  • #SparkleSOS Book Authors & Publishers
  • #SparkleSOS Book Authors & Publishers
  • #SparkleSOS Book Authors & Publishers
  • #SparkleSOS With CEO of LiveNinja 1stVersion of Authority Profiles Hangouts
  • YouTube live-streaming video events Best A/V quality as “round-table” chat All YouTube privacy & editing abilities Max. 10 people on live-recorded video Unlimited viewers live & YouTube archive GETTING STARTED WITH GOOGLE+ HANGOUTS
  • Hangout With Thought Leaders… Is Like a Corporate Retreat or VIP Mastermind, Online Escape From Everyday Distractions to Focus on Solutions
  • Your Hangouts Are Automatically Distributed on Private Networks The YouTube LIVE Channel of Your G+ HOA Producer G+ Channel of Each Person ON Your Hangout Your Agreed Network of Blogs& Websites
  • EveryoneParticipates in Promo & Dist
  • 5 Power Tips For Successful Celebrity Hangouts on Air
  • Plan Your Commitment Carefully… Your Relationships Depend on Your Choices Power Tip 1
  • Focus on Purposeful Conversation... Standout With Unique Content and More Value Power Tip 2
  • Share Your Hangout Videos With Confidence Describe Your Intent, Welcome Your Guests, and New Participants
  • You Never Know What It Could Lead To…
  • “Plan for the future because that’s where you’re going to spend the rest of your life.” Mark Twain Power Tip 3
  • AND EXPECT TO ADJUST
  • Even Though You Invest Time, Energy, and Resources Into Creating A Valuable & Appealing Video Conversation…
  • Not Everyone Will Find it Appetizing…
  • So You Might Make Changes & Try Giving Out Information Piece by Piece…
  • But What They Really Need Might Be Entirely Different
  • KNOW YOUR INTENDED EMOTION Power Tip 4
  • “If you don’t know where you are going, you might end up somewhere else.” Yogi Berra
  • Use Your Events to Connect People Who Share the Same Purpose Power Tip 5
  • Scheduled G+ HOA YouTube Videos Exist for Promotion & Engagement Immediately Pre-Arrange to “Guest Blog” Your Hangout Show on Partner Websites &Blogs Syndicating Your Content Live Partner Site 1 Audience 125,000 Partner Site 2 Audience 350,000 Partner Site 3 Audience 1,250,000 Total G+ HOA Potential Audience for Sponsor $ 1,725,000
  • What We Covered: • Digital Impact of Google+ • Benefits of Working With Celebrity • Getting Started With Google+ HOA • 5 Power Strategies for Successful Celebrity Hangouts on Air •BONUS!G+ HOA Knockout Punch
  • Debbie Horovitch #HangoutTips@Sparkle_Agency