Creating a Global Bodyguard Network


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This presentation was given at the Unsummit in St. Paul, MN on June 18, 2011. It profiles the rise of a business from website idea to industry gem to global social powerhouse

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Creating a Global Bodyguard Network

  1. 1. Creating a Global Bodyguard Network Through Social Media June 18, 2011 @jeffsauer at #Unsummit
  2. 2. 2005: Genesis I want to create the definitive website about executive protection
  3. 3. Skeptic Dude, there’s no way anyone would visit that site
  4. 4. Skeptic
  5. 5. Skeptic
  6. 6. Having Faith Trust me, I know my Industry
  7. 7. Executive Protection Industry <ul><li>Number of qualified specialists has doubled since late 1980 ’s to 100,000 </li></ul><ul><li>Executive Protection industry size range from $900 million to $1.2 billion in annual revenue </li></ul><ul><li>Hourly rates in most cities start at $40/hour </li></ul><ul><li>Rates rise as more specialized skills are needed (for example, a driver trained in automotive escape techniques) </li></ul>* All numbers and examples attributed to a trade group based in Berryville, Va
  8. 8. Introducing Harlan Austin <ul><li>Over 20 years of field experience as a Close Protection Operative/Bodyguard </li></ul><ul><li>Director of Security Services for Paisley Park Productions for 7 years </li></ul><ul><li>Assured the safety and welfare of the musical artist Prince, as well as celebrities with whom Prince collaborated or associated with </li></ul><ul><ul><li>Lenny Kravitz </li></ul></ul><ul><ul><li>Madonna </li></ul></ul><ul><ul><li>Morris Day </li></ul></ul><ul><ul><li>Sheena Easton </li></ul></ul><ul><ul><li>George Clinton </li></ul></ul><ul><ul><li>Kim Basinger </li></ul></ul><ul><li>Past clients include local political figures, foreign dignitaries, and celebrities ranging from musicians to actors to sports personalities. </li></ul><ul><li>International security details in Europe, Mexico, North and South America, Asia, Scandinavia, and the Caribbean. </li></ul><ul><li>Member of ASIS (American Society for Industrial Security) </li></ul>
  9. 9. Credibility
  10. 10. Believer You have a point. I will write the codez
  11. 11. Bodyguard Careers Or
  12. 13. 6 Months Later…
  13. 14. Media Exposure 1 Year Later 2 Years Later 3 Years Later 4 Years Later
  14. 15. How Did It Happen? <ul><li>Website </li></ul><ul><li>Content </li></ul><ul><li>Search </li></ul><ul><li>Social </li></ul>
  15. 16. Website Evolution
  16. 17. Website Evolution: 2.0
  17. 18. Website Evolution: 3.0
  18. 19. Website Evolution 3.1
  19. 20. Website Evolution: 4.0
  20. 21. Website Evolution: 4.1
  21. 22. Website Evolution: 5.0
  22. 23. Website Tips <ul><li>Use WordPress and start with a premium template </li></ul><ul><li>Borrow ideas from successful website publishers </li></ul><ul><li>Don’t be afraid to shake things up </li></ul><ul><li>Capture email addresses </li></ul><ul><li>Make contact forms accessible </li></ul><ul><li>Install </li></ul>
  23. 24. Produce Great Content
  24. 25. Recruit Writers
  25. 26. Optimize for Search
  26. 27. Consistently Deliver <ul><li>For most sites, traffic is a long term investment </li></ul>Whoops I forgot GA code!
  27. 28. Content Tips <ul><li>Write consistently, at least once a week </li></ul><ul><li>Mix featured articles with more lightweight pieces </li></ul><ul><li>Encourage and promote guest authors </li></ul><ul><li>Do keyword research and incorporate into posts </li></ul><ul><li>Read for inspiration </li></ul>
  28. 29. Get Social Let’s find out where bodyguards hang out
  29. 31. Collect Information <ul><li>Newsletter </li></ul>Resume Database
  30. 32. Make Contact Easy Five to ten contacts made per day
  31. 33. Leverage Network Effect <ul><li>Social Networks </li></ul>Contact Database Website
  32. 34. Facebook Fandom
  33. 35. Get LinkedIn
  34. 36. Social Media Tips <ul><li>Create accounts on all of the major social networks </li></ul><ul><li>Leverage your user database to build up networks </li></ul><ul><li>Integrate social networks with website </li></ul><ul><li>Understand the communication paradigms of each network </li></ul>
  35. 37. Start with your Local Network
  36. 38. Create a Global Network *Map of Bodyguard Careers Leads in past 12 months
  37. 39. <ul><li>Thank You </li></ul><ul><li>Jeff Sauer </li></ul><ul><li> </li></ul><ul><li>@jeffsauer </li></ul><ul><li>Download presentation at </li></ul>