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ICA Conference 2014: Self-help Passive Income Strategies ICA Conference 2014: Self-help Passive Income Strategies Presentation Transcript

  • ICA Create Passive Income with Online, Self-help Products
  • Learning Objectives • 1. Identify at least 3 relatively quick and easy formulas to develop a research-based, self-help blog, eBook, podcast or continuity program within 2-6 months. • 2. Cite at least 3 ethical standards relevant to developing materials for the Internet-based consumer or professional. • 3. Name at least 3 ethical and legal strategies to successfully market self-help or professional training materials worldwide through the Internet.
  • Disclaimer • I am an MFT and clinical psychologist, not an attorney, physician or Information Technology specialist. The information presented is my best attempt to bring you timely and relevant information in a rapidly evolving area. I therefore make no warranty, guarantee, or representation as to the accuracy or sufficiency of the information contained in my training. • My goal is educational only. I seek to outline the issues and alert you to what's happening, including legal, ethical and other risk management issues. You are encouraged to seek specific advice related to your circumstance from your qualified authorities. • While I make reference to specific services in this presentation, I am not encouraging you to purchase from them, but rather, am informing you of their services so that you may investigate such services for your own specific needs. Buyer beware.
  • Today’s Agenda • • • • • • • • ​Distance Counseling vs. Distance Services Big Picture Considerations Basic Considerations Law & Ethics Social Media eBooks & eBook Promotions Podcasts & Webinars Affiliate Marketing​
  • Definition of Telehealth • Telehealth includes: – office management – educational services offered to health-related businesses and clinicians (CMEs and CEUs) – direct services from the provider to the patient – commercial products and services to consumers such as self-help programs and materials (Maheu, 2001, Journal of Computer Mediated Communication)
  • Psychotherapy or Psychoeducation? • Psychotherapy defined: a method of working with patients and clients to assist them to modify, change, or reduce factors that interfere with effective living (Corsini, 1998). • Psychotherapy - 5 commonalities: – 1) the development of a therapeutic contract in which the patient has an active role (including purpose, format, terms, and limits) – 2) therapeutic interventions (confrontation, immediacy of affective expression, etc.) – 3) resulting emergence of a therapeutic bond (also termed “therapeutic alliance”) – 4) the patient's self-relatedness (lack of defensiveness) and – 5) therapeutic realizations and impacts in-session (Orlinsky and Howard (1986)
  • Why does working as a behavioral or mental health entrepreneur make sense now?
  • Mental Disorders in America • 26.2 percent of Americans ages 18 and older — about one in four adults — suffer from a diagnosable mental disorder in a given year. • Equals 57.7 million people • http://www.nimh.nih.gov/health/publications /the-numbers-count-mental-disorders-inamerica/index.shtml
  • Mental Disorders in America • Mental disorders are the leading cause of disability in the U.S. • Many people suffer from more than one mental disorder at a given time. • 45% of those with any mental disorder meet criteria for 2 or more disorders, with severity strongly related to comorbidity • http://www.nimh.nih.gov/health/publications/th e-numbers-count-mental-disorders-inamerica/index.shtml
  • We Are Re-tooling Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • In-person Interventions vs. Selfhelp & Social Networking • In-person talk therapy will always be needed by some people • Not required for everyone suffering with a mental illness or experiencing a difficult time without mental illness – Health Care Reform will not support all services insurance covered now – What will happen to individual practitioners?
  • Distance Counseling vs. Distance Services
  • Jump Start Your Online Practice Many consumers are not comfortable with the thought of traditional counseling or therapy. – – – – – – Stigmatizing Embarrassing Expensive Confusing Time consuming Inconvenient
  • Develop Products and Services to Augment Your Practice • Free – low cost • Toe-in-the-water approach • International audience • Repeat sales with different products (“upsells”) • Develop mailing list for “alerts, specials and bonuses” but also to have an inexpensive way to reach people
  • 11 Reasons to Get Online Now • Reach people worldwide 24/7 • Spread Your Message • Give Back • Learn • Far fewer legal/ethical mandates than counseling – but you still may want to run your plans by your licensing board and malpractice carrier • Connection / Community / Support • Collegiality / Mentoring • Low cost for generating multiple streams of income • Very little competition • Exposure  Profits while you sleep • Health Care Reform supports your efforts
  • Big Picture Considerations
  • Why is mHealth important to consider?
  • Smartphones
  • Smart Phone Explosion • More than half of American adults are smartphone owners • Smartphone owners are now more prevalent within the overall population than owners of more basic mobile phones • Rates will only increase • 85% of healthcare will be delivered “to the home” within 5 years • Many existing services will be delivered via smart devices
  • Internet vs. Mobile Device Users • Most likely Internet users: caregivers, women, whites, younger adults, and adults with at least some college education. • Least likely to look online for health information include: African Americans, Latinos, people living with disability, older adults, and adults with a high school education or less.
  • Internet vs. Mobile Device Users • Young people, Latinos, and African Americans are increasingly likely to use mobile devices to gather information, including health advice.
  • 2013
  • So what? • Issue is one of “penetration” • Be sure your service or product is accessible through smart devices
  • Basic Considerations
  • Which products are best for you to develop online as an online entrepreneur?
  • Where to Start • Your Own Content – Handouts – Book tables, images or chapters you’ve copied – Stories – Drawings – Presentations / Webinars / Podcasts – Blogs / Articles – Book Chapters – Video Training Copyright 2013 TeleMental Health Institute, Inc. All rights reserved.
  • Start w/ Something You Have Done (Retain Your Copyrights If Possible)
  • How do you identify the best format for your program: audio, video, text or a combination of them?
  • For you, which one of these is the easiest to develop ? • • • • • • • • • eBook Audio book Virtual book tour “Apps" Webinar Podcast Continuity program and Professional training program Proprietary blend, like our Telehealth Summit
  • Where can you find the quickest, most relevant research base from which to draw when developing your materials?
  • FREE Online Research • • • • Google Books Google Scholar Google Alerts Subscribe to the Index Pages of Relevant Journal Articles • Go to Cybertowers.com for more
  • Which areas are potentially the most lucrative?
  • The U.S. Market For Self-Improvement Products & Services (March, 2012) • Attendance at live events and small training seminars (a $400-500 million market) has taken a major hit, due to increased travel costs. Webinars have filled the void, more popular due to lower cost and 24/7 availability.
  • Convergence: Multimedia Programs & Mobile Phone Applications (iPhone Apps)
  • The U.S. Market For Self-Improvement Products & Services (March, 2012) Market Value • The U.S. self-improvement market was worth an estimated $11.17 billion last year. We forecast 5.5% average yearly gains from 20102014. The recession took a toll on most market segments
  • Do Market Research w/in Your Area(s) of Interest • Conduct a “keyword analysis” – Many keyword analysis tools online – No need to pay for one at first – Secret Strategies • Have a teenager this work for you • Go to Fiverr.com
  • How can programs be layered to easily feed each other with both content and marketing efforts over time?
  • Re-purpose Your Material to Maximize Sales
  • Where do you find help?
  • “Experts” • • • • • • • Local colleges Craigslist.com Barefootstudent.com Fiverr.com Odesk.com Freelancer.com Bestjobs.ph
  • Start with a Business Plan • Will organize you • Will let you know your areas of strength and weakness • Will give you an idea of finances up front • Find business plans online – some are free – www.NoloPress.com
  • 5 Internet Marketing MYTHS • • • • • It takes a long time to make a product Need a book Need to understand technology Need to be the authority Need to have money to make money
  • 7 Basic Principles 1. 2. 3. 4. 5. 6. Start w/specialty area Do market analysis Outline sales path Organize content Follow legal & ethical requirements Re-purposed content a. b. c. d. Blog / Webinar Newsletter / YouTube Other Social Media Revise Online Marketing Plan 7. Write it all out into a business plan and have it reviewed Copyright 2013 TeleMental Health Institute, Inc. All rights reserved.
  • Law & Ethics
  • All Legal & Ethical Rules Apply
  • ACA Code of Ethics (2005) • A.12.h. Sites on the World Wide Web Counselors maintaining sites on the World Wide Web (the Internet) do the following: 1. Regularly check that electronic links are working and professionally appropriate. 3. Provide electronic links to relevant state licensure and professional certification boards to protect consumer rights and facilitate addressing ethical concerns. Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • ACA Code of Ethics (2005) A.12.h. Sites on the World Wide Web 6. Strive to provide a site that is accessible to persons with disabilities. 7. Strive to provide translation capabilities for clients who have a different primary language while also addressing the imperfect nature of such translations. 8. Assist clients in determining the validity and reliability of information found on the World Wide Web and other technology applications. Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Directory & Brochure Websites • Are they social media? • Are they subject to legal and ethical codes? Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Membership Sites
  • ACA Code of Ethics (2005) • Discuss time zone differences, local customs, and cultural or language differences that might impact service delivery. Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Boundaries of Competence 64 Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Linguistic & Cultural Diversity Copyright 2012 TeleMental Health Institute, Inc. All rights reserved. 65
  • Multicultural/Multilingual Issues SelfhelpMagazine.com • • • • • • • Canada Netherlands United Kingdom Australia Japan Germany New Zealand • • • • • • • Singapore Greece South Africa Malaysia Israel Belgium Sweden Copyright 2012 TeleMental Health 2009 Inc. All rights reserved. Copyright Institute, TeleMental Health Institute, Inc. 66
  • Multicultural/Multilingual Issues SelfhelpMagazine.com • • • • • • • Malaysia Israel Belgium Sweden Mexico Finland Saudi Arabia • • • • • • • Ireland France Russia Spain Brazil Austria Poland Copyright 2012 TeleMental Health Institute, Inc. 67
  • Multicultural/Multilingual Issues SelfhelpMagazine.com • • • • • • • • Denmark Argentina Turkey Philippines Portugal Peru Hong Kong Pakistan • • • • • • • • Thailand Croatia Indonesia Norway Romania Italy United Arab Emirates Cyprus Copyright 2012 TeleMental Health Institute, Inc. 68
  • Multicultural/Multilingual Issues SelfhelpMagazine.com • • • • • • • • Brunei Darussalam Latvia Ecuador Venezuela Mauritius Bosnia-Herzegovina Slovak Republic South Korea • • • • • • • • Bulgaria Uruguay Former USSR Lithuania Kazakhstan Ukraine Zimbabwe Georgia Copyright 2012 TeleMental Health Institute, Inc. 69
  • Multicultural/Multilingual Issues SelfhelpMagazine.com • • • • • • • • Iran Nicaragua Guatemala Virgin Islands (USA) Macedonia Netherlands Antilles Botswana Oman • • • • • • • • • Aruba Qatar El Salvador Jordan Kenya Papua New Guinea Dominica Madagascar Malta Namibia Copyright 2012 TeleMental Health Institute, Inc. 70
  • Multicultural/Multilingual Issues SelfhelpMagazine.com • • • • • • • • Andorra Jamaica Maldives Sri Lanka Faroe Islands Zambia Estonia Trinidad and Tobago • • • • • • • • Iceland Egypt China Chile Czech Republic Luxembourg India Colombia Copyright 2012 TeleMental Health Institute, Inc. All rights reserved. 71
  • Multicultural/Multilingual Issues SelfhelpMagazine.com • • • • • • • • Taiwan Lebanon Dominican Republic Yugoslavia Bermuda Slovenia Hungary Costa Rica • • • • • • • • Moldavia Yemen Switzerland Bolivia Ethiopia Burkina Faso Bahamas Belarus Copyright 2012 TeleMental Health Institute, Inc. 72
  • What are the legal and ethical codes that rule program development and marketing?
  • Legal and Ethical Codes • Federal Trade Commission – Tax code for online products is being discussed now • • • • State Business Laws Professionals  Licensing Law Ethical codes issued by professional associations Some state professional codes mimic professional association ethical codes – California
  • Federal Trade Commission (FTC) • What is an unfair ad?  When it is likely to cause substantial consumer injury (physical or economic).  It is not reasonably avoidable by consumers themselves.  And it is not outweighed by benefits to consumers or competition.
  • Dot Com Disclosures: FTC Business Education/Guidance To make disclosures clear and conspicuous, online advertisers should: • Place disclosures close to the triggering claim. • When using hyperlinks to disclosures, make the link uniform and obvious, label the type of information it leads to, and monitor click-through rates for effectiveness. • Disclose material purchase terms on order page, near order button, as well as in Terms & Conditions. 12
  • Competent and Reliable Scientific Evidence What It Isn’t  Anecdotal evidence from consumers  Popular press articles  Sales materials from manufacturer  Low return rate  Money-back guarantee What It Is  Methodologically sound tests, studies, scientific research  Based on expertise of professionals in field  Objectively conducted by qualified people  Using procedures accepted as accurate  Yielding statistically significant results 9
  • FTC Substantiation Standard • Weight Loss Claims – at least 2 controlled clinical studies on advertised product by separate, independent researchers 10
  • Revised FTC Endorsement Guides • Testimonials still must represent what consumers “typically” will achieve • BUT: if they don’t, “Results not typical” disclaimer no longer suffices, clear & conspicuous disclosure of “generally expected results” now required, unless advertiser can prove consumers don’t think the results are typical. No FTC enforcement of this yet but cases can be expected 16
  • Revised FTC Endorsement Guides (cont.)  Disclosure of material connections between advertisers and lay (non-expert) endorsers must be made. This now applies to bloggers endorsing products, who also can be held liable for making false claims, and to celebrities endorsing products in unconventional formats (i.e., talk shows) or social media where consumer may not think celebrity is being paid. Advertiser principally liable for failure to disclose. 17
  • Federal Trade Commission (FTC) • FTC Powers to Regulate Deception & Unfairness • FTC/AG Enforcement Priorities • Ad Substantiation • Clear & Conspicuous Disclosure/Negative Option • FTC Endorsement Guidelines Merchant-Advertiser Responsibility & Liability Affiliate/Network Responsibility & Liability Merchant-Advertiser/Affiliate Best Practice-Compliance Tips Mobile Marketing Privacy 1
  • Legal Issues  Speak with an attorney familiar with laws in your state for direction related to you and your business
  • Legal Issues • Other groups may be involved: – Copyright – Taxation – Privacy
  • How do you need to portray yourself as a professional to make your products successful online?
  • APA Ethics Code – Standard 5 • 5.01 Avoidance of False or Deceptive Statements ads, endorsements, resumes, CVs, published materials • 5.02 Statements by Others - we remain responsible, do not compensate media, clearly identify paid ads – webmasters and plagiarism • 5.03 Descriptions of Workshops and Non-Degree-Granting Educational Programs – accurate • 5.04 Media Presentations – based on literature and practice • 5.05 Testimonials – not from current clients • 5.06 In-Person Solicitation – protect others from our undue influence
  • Why & How to Think about Social Media
  • Use a Blend of Social Media • • • • • • • • • Google – search and advertising Blogs - writing Facebook – connection, pictures, games Twitter – 140 characters of text Pinterest - images Yelp - ratings LinkedIn – professional contacts YouTube - videos Social bookmarking sites – links to your material
  • Do you need websites or blogs anymore?
  • Yes, we need websites • Mobile devices are where the action is, • But they often use websites
  • Where do you buy domain names and hosting accounts?
  • Domain Names & Hosting Accounts • GoDaddy • Hostgator • Liquid Web
  • Where can you go online to get the best, free legal advice for your website or blog?
  • FREE Legal Advice • Search for these key terms: – Internet Lawyer – Internet Law Blog Sites (look for recent posts) • Findlaw – directory for lawyers of all types • Partner with a lawyer • Invite a lawyer to do a webinar with you and ask them all the questions you have • Invite a lawyer to do a guest blog post for you
  • What size font, color, and layout are the most successful for behavioral and mental health clients and patients?
  • Size, Font & Layout • Best to use 10 or 12 point font • Ariel or Myriad Pro font • Most consumer-oriented sites are blue and white, with an occasional pop of yellow, red or orange
  • How do you choose a content management system that will make it easy and fun for you to create new pages and publish them immediately?
  • Wordpress & Blogger • • • • Easy to use WYSYWG Free Can buy “themes” Have them installed by a reputable company who understands your limits • Use a service such as manageWP.com for managing multiple blog sites, too • We use elegantthemes.com for our themes Copyright 2013 TeleMental Health Institute, Inc. All rights reserved.
  • How do you profit financially from a website or blog?
  • Repurpose a Blog Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Newsletter Dissemination – Email Newsletter • Aweber • Constant Contact • PHPList – Where to Promote • Have opt-in box on your website Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • path #5 Process Review • • • • • • • • Blog LinkedIn Newsletter Facebook Twitter YouTube Courses *** Consultation ***
  • Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • eBooks
  • Start w/ Something You Have Done (Retain Your Copyrights?)
  • Copyright • Many different types • “Compilation” copyright allows you to own the copyrighted elements of others if • You have their permission • You assemble them in a unique way
  • Which Areas Have Most Potential for Profit? • • • • • Anything related to primary health and disease Formats that deliver education and interactivity Pick one and stay focused – will take a while Products that deliver convenience Areas with natural “upsells”
  • Conduct Keyword Searches Regularly Many sites can help – Google Adwords is a good place to start
  • Ebook Approaches • Ebook • Weight loss – Outline Method • 5 major topics – Divide each one into 5 subtopics – Write 3-5 pages for each subtopics • = 100 page book • Put pictures • Goal – 1 subtopic a day, 3-5 pages = less than 30 days – – – – Positive Facts Mind Games Nutrition Exercise • Strength training • Cardio – Stories • Start with your favorite topic
  • Plan Ahead • Front End – eBook, OR best chapter of your book • Go for the “thud factor” • The more the better – Bonus: “Organize your ADD child checklist” – Free Webinar • Easiest is to not take live calls • Ask for questions to be mailed in • Back End – Continuity Program – Up-sells • Individual Treatment • Master Mind Groups – Platinum Group • Consultation • Supervision
  • Path #1: Writing a Book vs. eBook • Advantages • Positions you as an expert • Gives you highest credibility – TV shows – Radio • Easy to sell • Low resistance • Disadvantages – Time – Cost • • • • Printing Fulfillment Agent/Publicist Publisher
  • Book vs. eBook • • • • • • Zero delivery costs No printing No inventory No shipping Instant access Can charge premium prices • List on Amazon
  • What are five easy strategies to write an eBook in less than three months?
  • eBookOnline Clinical Practice Model Strategy#1: (OCPM) Write You Own eBook
  • eBook Writing Strategy #1: • Start w/specialty area • Do market analysis • Re-purposed content – Blog / Webinar – Newsletter / Youtube – Other Social Media • Boil down concept • Outline 10 chapters / 10 pages per chapter = 100 page eBook (at most) • Write 1 page per day • Get best domain name • Outline Product Path
  • eBookOnline Clinical Practice Model Strategy#2: (OCPM) Transcribe a Webinar
  • Transcribe a Webinar • Record webinar • Transcribe • Edit transcription or ask a friend to edit • Build in links • Sell from website • Email list
  • eBookOnline Clinical Practice Model Strategy#3: (OCPM) Expert Interview
  • Expert Interview • Interview on telephone / video – Have some one ask you questions, or you ask them questions related to your topic • Record • Make it a webinar (live or recorded) • Transcribe / PDF – eBook Cover • Sell from website • Email list
  • eBookOnline Clinical Practice Model Strategy#4: (OCPM) Hire Help
  • Hire Help • Hire someone, research, layout or record content for you (fiverr, odesk, elance, guru etc.) – Royalty-free books, papers, articles – YouTube Links – Images – Quotes • Use as a lead generator on your newsletter subscription sign-up box (on your website) Copyright 2013 TeleMental Health Institute, Inc. All rights reserved.
  • Keep it Simple
  • Use Powerful Images
  • Negotiating for Hired Help • $500 - $10k “Looking for 100 page book, here’s my budget,” then wait for bids • Carefully review samples – Behavioral sample • Contract – “Work for hire” – You own copyright – Get a copy of everything in WORD and PDF
  • eBookOnline Clinical Practice Model Strategy#5: (OCPM) Look for Contributors
  • Where to Find Contributors • Paid – – – – – HelpaReporter -- want a site with some traffic Ebay – authors with products for sale Amazon.com / TURK Answers.yahoo.com Clickbank – mention you in their book for crosspromotion – EzineArticles.com – RTIROnline.com – experts pay to be interviewed • Volunteers – Interns & Colleagues  LinkedIn – mental health or coaches  Partner with Colleagues
  • SelfhelpMagazine (SHM) CyberInfidelity Survey in 1998
  • How much does it cost to publish an eBook?
  • Costs of Publishing • • • • • Cost of webinar platform (FREE) Cost of transcribing Cost of layout template ($150) Cost of images ($1.75 - $2 in bulk) Cost of software (WORD, PDF, Camtasia, ScreenFlow) • Go to www.cybertowers.com for links
  • How do you include selfpromotional material on your website without looking unprofessional?
  • Self-Promotional Material • Testimonials or “What others are saying…” – Be sure to include picture of person with eyes pointed inward toward page – Do not solicit testimonials from clients/patients – Use your colleagues to review your materials and give you short statements to post on your website (no more than 15-20 words)
  • Where can you go for free or low-cost resources to build your products?
  • TMH Institute Resources • www.cybertowers.com • www.pinterest.com/TMHInstitute/boards/
  • What is a reasonable price-point for an eBook?
  • Pricing Your Front End Product • eBook – Usually $4.95 to $10.58 – You never know until you split test! • Bottom Line: – The more people you get into the front end, the more people will buy your continuity program, courses, consul tation
  • Consumer Sweet Spot • Keep costs low • Understand and let them kick the tires • Provide value • Retain members over time • Develop your reputation
  • Should eBooks include a CD? How much do CDs cost, and who ships them?
  • CDs • Two types: Music and data • Our experience with Summit was 33% of audience purchased CDs • Cost is under $5 each • Upload mailing list for a bit more, and they mail them out immediately • Many sites offer such services • We use: Kunaki -- http://www.kunaki.com/
  • eBook Cover & eBook Layout • Not home-made – 99designs.com – eBook cover $5 at Fiverr.com • Google “book layout” – Inside chapters & headers • $5 - $20 per page independent designers • $.50 per page at Fiverr.com (high end)
  • Power of Titles, Images, Keywords & Colors
  • Power of Titles, Images, Keywords & Colors Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • Which would you buy? Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • What’s the Difference? Copyright 2012 TeleMental Health Institute, Inc. All rights reserved.
  • eBook Promotions
  • GIVE AWAY SOMETHING OF VALUE
  • Copyright 2013 TeleMental Health Institute, Inc. All rights reserved.
  • Email from Poonam Sharma, Ph.D. January 21, 2014
  • Podcasts & Webinars
  • What's the difference between a podcast and webinar? Does it matter?
  • Webinar vs. Podcast Webinar • Can be live or recorded • Usually used for promotion • Can be hosted and stored in many places, including your own website – Amazon S3 – Has an intro Podcast • Usually recorded • Often has sponsorship, much like a radio show • Stored on large MP3 sites like iTunes – License & Markup language – Has a jingle, often prerecorded
  • What are the 5 best functions of webinars?
  • 5 Functions of Webinars 1. 2. 3. 4. Develop your skills Name recognition – allow others to find you Establish your audience / grow your list Product promotion 1. Series of three 5. Create add-on “bonuses” for your products
  • Which online vendor should you choose and why?
  • Vendors Must Meet Your Needs • • • • • Meetingburner Meistroconference GotoWebinar / GotoMeeting StealthWebinar Adobe Connect
  • Which webinar platform features are needed and which are preferred?
  • Needed vs. Preferred Platform Features Needed • Live Tech Support • Easy to configure • Recording capacity • Skype access Preferred • Send reminders • Sales mechanism • Give you copy of attendees for you to email afterwards • External Camera? • Screen capture? • Show your desktop? • High resolution (HD?)
  • How much content vs. promotion should be presented?
  • Content vs. Promotion? Content • Presentations • Q&A (15 minutes is optimal) – Have people start submitting questions immediately Promotion • Jinggle • Intros • Hints • Product pitch with discount • Discount Reminder
  • How do you structure and develop your podcast or webinar?
  • Interview an Expert – Podcasts & Webinars • Interview on telephone or video – Have some one ask you questions, or you ask them questions related to your topic • Record (always have back-up recording) • Make it a webinar or Podcast (live or recorded) • Transcribe / PDF – eBook Cover • Sell from website • Email list
  • Process Tips For Interviews, Webinars And Podcasts • Content – Outline + Q&A • Technology – WebEx, GotToMeeting, InstantTeleseminar • Transcripts – Pay an expert – roughly $.50 a page • Guests, Editors or Readers – Friends or family for 1st few times – Ask for feedback
  • Webinar and Podcast Recording Tips
  • Webinar / Podcast Formulas • Music clips – It is pirating to just take a clip from any album – Must buy a commercial podcast license – Some record labels allow you to obtain free music for non-commercial podcasts (educational) – Use music that is royalty-free • Breaking Up Show
  • Webinar / Podcast Formulas • Equipment Issues: Audio Clarity & Continuity – Equipment Quality • Type of Microphone – Headsets vs. Free Standing • Microphone Placement • Speaker Location
  • Create PowerPoint Presentation w/ Voiceover • • • • Camtasia (PC) ($200??) Screenflow (Mac) ($100) Burn to DVD Burn it on DVD or Digital Download
  • Online Video Accessibility • • • • • Required in 2013 Captioning Enables audiences with different abilities Consider multiple languages Kaltura 508 Compliance Player – Features: Audio narration, controlling everything from keyboard
  • Where do you find people to help you with your webinars or podcasts?
  • Service Monetization Fiverr.com
  • Transcriptionist & Layout Artist Lorie Dworkin WordsIntoProfits.com
  • Royalty-free, Paid Images • • • • • Pond5.com iStockphoto.com Getty.com Dreamstime.com Many more
  • Where do you market your webinars or podcasts?
  • Marketing • Build mailing list • Webinars • Set up SM accounts, post regularly • Send press releases • Collaborate with colleague who have complimentary products • Research internet marketing • Find master-mind groups • Be careful w/ “social proof” • Avoid falling for the get-rich quick sales pitches that promise to do it all for you
  • Social Media & Bookmarking Sites • • • • • • • • • • • Facebook LinkedIn Twitter Pinterest Myspace Google+ DeviantArt Livejournal Tagged Orkut Ning • • • • • • • • • • Bookmarking Sites REDDIT Stumble Buzzfeed Delicious Digg Fark Friendfeed Clipmarks Newsvine
  • Belcher Buttons
  • Questions? Marlene M. Maheu, Ph.D. TeleMental Health Institute, Inc. Email: mmaheu@telehealth.ORG Phone: 619-255-2788