hangout marketing secrets module 5 training with alex … · 2013-07-02 · module 5 training with...

Hangout Marketing Secrets Module 5 Training with Alex Mandossian, Yifat Cohen & Joe Saad

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Alex M.: Hello and welcome. My name is Alex Mandossian and this is the Hangout number five, module five of Hangout Marketing Secrets. We’ve gone through story week. We’ve gone through engagement week. This is optimization week. This is Yifat Cohen. As number five she’s bringing in, really, our first monetization expert. Joe is going to be coming on in about half an hour. Tell a quick story of how you got to meet Joe. Then we’ll dive straight into content.

Yifat C.: I met Joe in person in South by Southwest, one of their first … not the first. It was one of their first Hangouts in real life, the Hurls. It was very interesting. He was doing shift Hangouts at the time; now he has another business. I was fascinated by the idea that someone actually built an entire system that teaches you how to cook and monetizes on it. At the time we just had a little chitchat and a meal. We stayed in touch still and here we are.

Alex M.: Remember, this is a teaching portion, it’s a learning session. Here is my action guide. You see Joe’s picture there, his background. These are the questions that will be answered. Yifat this time will be answering the questions. This is page two. We always have an inspirational quote on page two. Of course, if there are any leftovers, we’d like you to add those questions on the back.

The reason we do this, the reason we do this is so you can have the ink spilled from your hand. It’s not just through the keyboard. This is new school and so is this. What we want is old schools so that there’s a connection neurologically into your brain so that you remember. Just writing notes down gets you to remember faster, better and easier.

Let’s talk about the four E’s. We’ve been talking about it again and again and again. We’re going to get a nice, beautiful, full-color diagram of this to all of you. The four of the cycles, the four parts of that cycle’s, Expose, Engage, Expand and Enrich. It’s a sequence. The top at 12 is expose. Then you go to 3:00, that’s engage. Then expand that engagement and then enrich.

Then that little eye there in the middle, that’s called influence. It becomes socially influenced when the little guy here becomes the big gal here. That is your G+ nest, almost karmically. If you’re serving your followers then you get to borrow social influence and become more of a social influencer.




The first thing we want you to talk about is, who are the most engaged folks in part of this session. I want to once again acknowledge our +ers. The top +ers are, and you’ll see them right there. These guys have been coming in and out, but Christopher, thank you and Top, thank you. I like to see some new faces, but you are the top +ers. I want you to engage others to come on board. I’m sure you’ll be the top affiliates when we finally have our affiliate program.

Christopher Vogelmann and Tom Batkin, thank you for engaging and engaging is key. As we get to optimization, I’m going to ask you this question, so get ready. Yifat, what is optimization to you? We have to define this because we’ve talked about the story, the engagement. What does optimization mean to you? Go for it.

Yifat C.: To me, optimizing means knowing exactly what the message that you want to communicate with people is and then being able to test it so that you can improve or change it or modify it as you need. Because we’re all busy and part of it we’re doing it just for fun, but part of it we’re doing it for business and to actually get paid. If you cannot track your activities and actually optimize them and change them then you’re not going to get paid as much as you want to get paid.

Alex M.: I have these definitions, if you want to take notes, you can. Everything starts with productivity. You have 168 a week, 84,600 a day. Productivity is maximum results in minimum time, five-word definition. Leverage. Leverage is maximum productivity with less effort. Most of us that use the age-old Calvinist ethic or Protestant ethic where we’ve got to work harder and harder to get results, very Middle Eastern in many ways.

Maximum productivity with less effort is really alien to us. We call that leverage. Archimedes, the great philosopher originally developed the lever. With the lever you have a lot more leverage to, he said, to even move the world. Optimization, what does optimization really mean? If you’re in Australia, we spell it differently here, but no matter how you spell it, for me optimization is maximum leverage with minimum stress.

That means things are happening again and again and again. With Joe we’ll be talking about recurring income. You don’t even have to tweak it. Once you have it in place then it works for you. When you optimize something, first, it has to be set. Your story is set. Your




engagement process is set. Then you optimize and if you optimize too early you have a problem. Yifat, is it possible to optimize too soon and then you have a much bigger problem than you had before and if yes, why?

Yifat C.: If by optimization you mean type of marketing and going directly for the sale and trying to monetize right away then yes, that doesn’t work on Google+. You need to listen before you start to talk. You need to get to know your audience and you need to engage with them. If you don’t know what your audience is and you try to optimize it at the beginning you might not even serve them with what they want to be served. Yes, you need to listen and learn before you try to optimize and monetize.

Alex M.: Part of optimization is virility; having something go viral and we’re going to show you a case study in a moment. The quote for this Hangout is: “People who never get carried away should be.” The people who never get carried away should be, Malcolm Forbes said that. Mark Victor Hansen and Jack Canfield, good friends of mine, they got carried away for a year and a half.

They didn’t sell many Chicken Soup For The Soul books and all of a sudden they start selling again and again and again. They’ll sell over a billion of those, probably over 200 Chicken Soup titles in that franchise, very successful, because they got carried away.

Oprah Winfrey got fired, got carried away and had her own talk show and everything changed. J. K. Rowling got carried away and promoter after promoter and publisher after publisher and then Harry Potter was born and she got carried away and it worked. If you take Bill Gates or Steve Jobs, he got carried away. First go-round he got fired. He got carried away, came back in the best second act of business history. He changed the way we think. He democratized audio, as we know it with iTunes, basically changed everything.

Many, many people who you know today, the founders of Google, Facebook, Twitter; they get carried away with the passion. Wisdom of the crowd, I want you to type in right now, down below, what is one area where you just love to get carried away with. Because some passion that you’re totally committed to, you can do it if you did it for free. For me it’s teaching. What’s it for you? I’ll ask Yifat in a moment.




When do you get carried away with because what people see what you get carried away with and you’re so committed, you’re so passionate, you would be willing to do that thing for free then you’re going to have people identifying with you and that’s the purpose of engaging. So please, write that down below and remember, when you want to refresh the page just go to where it says “Comments” and click on “Reverse chronological” and you’ll see it refreshed.

Let’s go for 400 comments this go-around. We are making comment after comment; it’s going to be awesome. Let’s go for 400. Yifat, what is one area where you just get carried away with and you’d do it for free no matter what?

Yifat C.: I think I’m a great example of Google+, passionate. I’ve been doing it for two years, even before you and I met, Alex. I just love sharing it. For me it’s the engagement and the people in it. Maybe it’s the connections with other people. I can just talk to anyone on the street. Then these relationships for me manifest in Google+. I don’t know if it’s the relationship that I’m in love with or the platform, Google+ that allows these relationships to happen.

Alex M.: What’s important is the difference between content and context. What we begin with, the first ten minutes or fifteen, many times is the roots of the Hangout. You’ve got to have firm roots in order to have the fruit. The fruit is the content, what people say is content. People get carried away with content, but if you don’t have firm roots it’s like the eucalyptus tree. During the first wind it just falls over.

We want to be like bamboo. It takes time to build big roots, but once that is done it just pops up within six weeks. Bamboo is supposed to be the fastest growing plant on earth, but it’s not. Bamboo gets carried away, growing underneath. If you have bamboo in your backyard it’s taken over if you have it for more than a couple of years, but it shoots up very quickly once the foundation is there. That’s what we’ve been attempting to teach.

One area that is very content driven is the area of becoming a social influencer. The comments and questions we keep getting again and again and again, Alex, Yifat, asked are just how do we become social influencers. How do we have the credibility and the authority that your guests have in our area of expertise?




We’ve told you, follow people, like I have, ten people I follow, and start commenting, get to know them. Here’s another way, number two. I want you to handwrite your favorite posts of theirs. Just handwrite them. It may take you a few hours to find three or four or five posts that they’re posting, like handwriting an ad. That’s what I tell my copywriting students.

When you handwrite it, you’re not going to repost it. You start thinking like the social influencer or the thought leader. Everything, it seems to somatically make an impact on your brain, on your heart. Then the third thing, and this is critically important, is you want to get carried away in becoming a reporter. Napoleon Hill was a reporter and wrote the greatest personal development book of all time, “Think and Grow Rich.”

Dale Carnegie was a reporter. All the Chicken “Soup for the Soul” books, they’re reporting on stories. The best way for you to be an authority is to be a reporter on other authorities. Then you become the authority on authorities. Many people have done that. Some people have been lobbyists in doing that.

I don’t know what you’re doing to become an authority, but my tip today is to become a reporter. This woman right here is a reporter and she did something that was not that long ago and it went viral. The story is yours. Take it away. You’ve got some screenshots. You know I’m sore about one thing. One thing was missing, so you can talk about that later. Go for it.

Yifat C.: Guys, do you remember, in the last module, in the last training module, we showed how to, what did we call it, something with authority? Borrow authority. We showed you how to borrow authority. I created an image with Mike Elgan and the quote that we shared in the morning with them. I shared that. That image went viral that same day and I’ll share it with you.

Let me increase that. It got shared 202 times. It made it to the “What’s hot list” that same day. 492 +1s, 62 comments, thank you Doctor Alan, and what’s missing in that image, after it went to the “What’s hot list” I texted Alex and I was like, “Oh my god, we didn’t brand it.”

Alex M.: Wait a minute, wait a minute, wait a minute. Look at that. “We didn’t brand it.” See how she throws me on the bus? Let’s go back, nice accountability, thank you.




Yifat C.: I did not brand it.

Alex M.: Thank you.

Yifat C.: Thank you. This is my fault as a member of this team.

Alex M.: No, it’s our fault, but you didn’t brand it. Keep going.

Yifat C.: I did not brand it. The reason why not is because A, I am not thinking as a marketer yet. I am thinking as a reporter, as just like, “Hey, I’m sharing something that Mike Elgan has said and I’m not even thinking of putting my brand on it. I’m not thinking of whether or not it’s going to go viral even though some of my posts have gone viral. This is not sitting on the back of my mind.

That’s it. Right here on the bottom should have been our log, Hangout Marketing Secrets. Okay, this is the way it clicked for me. People started sharing this and saying, “Oh my god, this is so good. I’m going to download the image and use it in my presentation at blah.” That’s when I was like, “Oh, when you’re using it in a presentation would have been great to have our logo right here so you know where you got that image from.” Before, it didn’t click.

Alex M.: Stay right there because I want to show everyone the importance of borrowing authority. I really like Mike a lot. It was the first time I met him. I like him for a couple of reasons. Number one, he’s no nonsense. Number two, he has distinctions of posting for himself versus posting as a reporter. I think he’s authentic. I think he doesn’t sell out on any type of controversy.

Just based on half an hour of interacting with him I want to cross paths as often as possible. I’m saying this because he’s not on this particular Hangout, but I really do mean it because I’m looking at him. Now, with Mike, let’s say that that was someone else’s face, but it was the same question, what is Google+. Let’s say instead of Mike there was someone else’s name there and someone else’s, another date instead of February 2012.

We’re borrowing authority not on the content, folks. You folks watching right now, you’re always focused on content. It is not the content that counts. Folks who have no authority have delivered the greatest content in the world, and still they die starving or broke because they don’t have the influence to be heard. It happens again and again and again.




Maybe you’ve seen things out in the marketplace. “That was my idea!” What did you do about that? Did you go out there? Did you do what it takes like Oprah Winfrey did, J. K. Rowling did, Mark Victor Hansen and Jack Canfield and the rest of them? Steve Jobs, at 17 he was mailing the CEO of Hewlett Packard asking for parts. Bill Gates, my gosh, the things that he’s done. He has anti-Bill Gates websites against him.

You’re not going to be popular with everyone. Just think about what Zuckerberg and the rest of those creators have done. They’ve taken chances. Mike is a reporter. If it was someone else’s face with the same question I doubt that would have gone viral. What we did is borrow authority and it went viral. Do we know when it’s going to go viral? No, we do not, but it went viral and we’re just going to take a guess at why. Why do you think this went viral? Was it the right choice of words and face? What happened, Yifat?

Yifat C.: I think Google+ has matured to a point that people share more about Google. It matured to the point where there are a lot of people, but still many people don’t understand how to work it and this made sense to them. Like Mike was saying, the people in Google+ are die hard Google+. When there’s anything about Google plus that simplifies the system they love sharing it.

The last thing, I think this also came out when Google was changing their notification system and there was a big mess and people not understanding what’s Google+ and what’s happening and where things are. This really clarified it for them. I think it was just perfect timing, the right explanation and also, Mike Elgan’s picture there.

Alex M.: I think Mike Elgan had a lot to do with it. Come on back so we can see you. It had nearly 600 +es and it probably has more now. What’s the process of something going viral? You posted it. Take everyone through, where you posted it and then what happened from there so they get a sense of it because I still think as they see it, they go, “I know that’s a good thing, I know I’m supposed to be doing that, but what’s actually happening?” Go for it.

Yifat C.: The way it started going viral, guys, is also because of your participation. We shared it during the implementation session and you guys started sharing it and it just started being shared. I think having a post that has been shared encourages people to share it even more. Images are huge, huge, huge. People just take text and




put it in an image and start sharing. If you go to the “What’s hot list” you’ll see there’s tons of images.

If you create an image and you get it shared it has a better chance of getting viral. Also, I think, the hash tags that I’ve used, how to Google+. That’s a very popular hash tag. If people are using that hash tag and trying to figure out what Google+ is they’ll see that image and they’ll share it.

It was very simple. It was like the advice that you’re getting every day of how to use stuff. They felt that by sharing it they were being useful to their own stream. That’s why they shared it. Creating images, using good hash tags, something that pops up, and having a few shares will increase the chances of it going viral.

Alex M.: Hash tag is about optimization. You’re going to tell us in a moment what that means. Folks, if you don’t know what this term is start learning about this term. I’m getting as many resources I can about infographics. I know how to create a sales mechanism at a site. I know how to deliver curriculum. I know how to train others to do the same thing.

I haven’t been an infographic guy although it’s simple to do. You don’t have to be an artist, where you put a picture and you put something of importance with some words. For example, I would say that this qualifies as an infographic. It’s not a very good one, it’s just a word, optimism. It has more meaning because the trapeze, the flying trapeze metaphor that we’ve used here has meaning.

If you just put that out there people don’t really get what that would mean because it has more meaning for us. If you could get meaning in the form of words and a graphic people love to share that because there’s the visual part of it and there’s the kinesthetic or the auditory part. People are saying it to themselves as they see it.

That’s why images, as one of our guests said, are the most shared parts of Google+. Infographics is not the future. It’s today. Start learning how to use them and they are resources, which we’ll put in the resource section. What are hash tags in the context of G+ and why are they so important?

Yifat C.: Google started analyzing the images that we put on Google+. For example, if you put an image of the Eifel tower they will know that




it’s the Eifel tower and they will suggest a hash tag, which will be the Eifel tower. If anyone else is putting a similar picture they will suggest, they auto suggest the hash tags. People can find your images based on the hash tags.

It’s the same concept as Instagram and Twitter, but it’s wider and more significant in Google because it shows all over the platform. It will show up in YouTube, in search and of course, Google+. Using hash tags is a way for people to find their topic. You can create your own or you can jump on existing ones. You can find what’s trending even and jump on that train.

Alex M.: Optimization is modeling and the best way that you can model, just like Sam Walton did. Sam Walton, when he was alive he used to fly over; he had a single engine plane. He used to fly over parking lots in his area in Arkansas. Any time he saw a parking lot that was full and had a Five and Dime store he knew that there was a successful store there.

What he would do is land his plane, I don’t know if it was in a grass field or in a corn field, but his national headquarters are now in Bentonville. He used to land, go into the store and check out what was there. If there were a greeter at the front door, maybe a senior citizen, he’d bring that to Wal-Mart. If there was certain merchandising at the cash register that was selling again and again and again he would mimic that and model that by bringing it back.

Stealing from one is plagiarism. Stealing from many is research. He was a great researcher. Tony Robins does the same thing and so do many other thought leaders. Listen, Steve Jobs didn’t invent the mp3, but the was the one who optimized it. Think about who can you model, going back to being a reporter and here’s the tip. Create infographics about people who you’ve learned a lot from who are still living.

Because, just like a re-tweet, they could +1 and comment on that. If it’s about them then chances are that they will do it again and again and again and someone else reported on it. That is third party endorsement. If you have a picture with 40 people in your family who do you look at first? Your mother or your dad? No, you look at you! You don’t even look at your kids; you’ll always look at yourself!




I guarantee you. If you have an infographic of a thought leader, (without kissing up too much), Just make it so it’s acceptable, not shameless promotion of them. You’ll become friends and eventually you’ll become trusted advisors. Do you agree or disagree with that because that’s what I’m about to launch into this week?

Yifat C.: I completely agree. This is a part of making people like you right away and it’s part of mentioning. If you mention them and you are genuine they will come and check you out. They’ll probably share you and thank you and mention you back. Definitely.

Alex M.: Let’s think of one more tip to offer before we bring in Joe. Don’t bring him in yet. I’ll give it to you. I’m going to show this screen here of what you all should be seeing. First monetized training on Hangouts. So what? Big deal. We’re teaching you how to use this, so you’ll get in the habit. Doing little things consistently, so you get extraordinary results. Every time you want to change or do a change down here you go reverse chronological.

Right away, we have 116 comments. Nothing up here changes because there’s a delay. This is Hangout number five. This is the action guide. Hopefully you have that printed. If it’s not printed by now I’ve given you 28 minutes to do so. Here’s what we’re going to do. We’re going to do some crown sourcing right now. In the crowd sourcing area we’re going to show you that we have in this resources section, very, very hot area.

Resources, we click on resources, probably more valuable than any other area. These top areas are called anchor tags. When we click on tools you look at the tools. When we click on news it goes straight to news. See, news, right here. When we click on tutorials it goes straight to tutorials, which this is going to increase in size. When we click on books it goes straight to books. Of course, here are the comments. I’d like to see a few more comments here folks.

What I want to do is crowd source. What I want you to tell us is what should go first, second, third and fourth. Should it be tutorials, news, tools and recommended books, or should it be recommended books, tutorials, news and tools. You decide. Whatever order it is and we’ll take a vote. We’ll watch it. This is crowd sourcing. We’ll make sure we put it in that order up here. Because the web is looked upon vertically, when you click this it’ll go straight there as this increases.




15 tips for better Google Hangouts. This alone is worth the price of admission. This is worth ten times the price of admission, even for the $2,000 reunion that we’re holding, Mark’s Google guides, if you just click on that and see what’s he’s got, very, very, very important and that will continue. Add the Google+ Hangout extension to your Chrome browser. If you use Chrome there you go.

The Circle Count Extension is also a very powerful little tool to have. That will increase in power. We’re including it on one of the infographics Yifat gave me recently. Then, the recommended books are just coming out. We’ll probably be interviewing folks. Steven Leevy will probably be in interview because he’s here and we tell him, “Hey, look, there’s a picture with a bunch of people and here’s your book. Do you think he’s going to come and want to be a part of this?” Of course he is.

Here’s the assignment: right now, with some of the crowd, we’re going to bring in Joe in a moment, take two minutes and tell us what order you want these in. You have to have a good reason why. Tools, news, tutorials, recommended books or tutorials, tools, news, recommended books, you decide and just do it. One, two, three, four, and we’ll go by that. Let me, in the meantime; give you the link to bring in Joe.

The rest of you please go into the members commenting area. Right down below, Share! I’m going to Share mine, but I’m going to wait a little bit because there’s a reason why I think there’s supposed to be one first, second, third and fourth. Really, it’s the most relevant. I’ll give you a clue; books are not first. It should not, not as a teacher. Books should not be first.

Should news be first? No, news should not be first. Why, because news changes. What’s relevant today may not be relevant tomorrow. What should be first, tools or tutorials? That is the question, isn’t it? That’s only if you believe me. You decide by doing that process. Take your time and we will have Joe come in. Hey Joe, I’m going to have Yifat introduce you in just a moment. Right above your head there, there’s a, that’s a framed picture of the Texas flag, is that correct?

Joe S.: That’s a good guess, very good.




Alex M.: Man, what is it about Texas. They’ve got stars in their front yards and they’ve got flags inside. I go in Austin there are stars in every front yard I go. What’s up with that thing?

Joe S.: I’ll tell you what. There are a lot of people in Texas that think of Texas as a country. I don’t remember ever taking Illinois history when I grew up in Peoria Illinois, but everybody takes Texas history as they’re growing up in elementary school.

Alex M.: Missouri is the Show Me State and California is maybe the Easy Going State. However, Texas is the only state according to Texans.

Joe S.: Exactly.

Alex M.: What I love about it is there’s a lot of activity that happens in Austin which is not far from you in Dallas and that’s where Yifat is. I’m going to hand this over to Yifat. Dive straight into the action guys. The rest of you watching and listening pay close attention. Get out your action guides and let’s begin.

Yifat C.: Hey Joe.

Joe S.: Hi, Yifat, nice to see you. Thank you so much for having me on the show.

Yifat C.: My pleaser. Joe, how do I pronounce your last name, Saad?

Joe S.: Saad. Just Saad.

Yifat C.: Joe is an entrepreneur, entrepreneur, founder of ChefHangout.com and he’s also a merger acquisition investor. He works with a team of innovators to grow ChefHangout.com, which monetizes Google+ by offering cooking classes in the comfort of anyone’s kitchen. He graduated from Southern Methodist University with a degree in finance. He is the first guy that I know who actually built a system to monetize Hangouts. The first question I have for you Joe is how can Google+ Hangouts create recurring income for consultants?

Joe S.: Consultants is a broad terms because there are so many areas that I think that Google Hangouts can be a beautiful efficient way to deliver consulting. That consulting can be from business consulting to counseling. I image there are probably a whole other psychiatrists and psychologists around the world who can offer their services via this platform.




There’s a lot of different ways. The social component of Google+ and other social networks is only one way to go about marketing yourself. There’s all the other ways too. There’s a number of other traditional advertising and what have you. Having a way to reach out beyond your geographical barrier of a 20-minute drive is crucial in this next frontier on the web.

I’ll add one more thing to that. I know that we need to move this along, but I’m sure Yifat, you remember some of your very first Hangouts. I imagine they’re so memorable that they’re magical in your memory. Mine were too. When I met Paul Alan, the founder of Ancestry.com. He said, he was just so excited. So was I. I could barely sleep the night before I met him in a Hangout.

He said, “There’s going to be a huge boom of businesses that are able to market their products and sell their services, including consulting, right here via Google Hangouts.” He saw it as the next frontier. I’m going to add one more thing about Chef Hangout. We had a noted food podcaster, William Burdette from NoSatiation.com. After he took a cooking class, he did a podcast. In the podcast he said, “I left my kitchen euphoric.” When people talked about the promise of Internet 10, 15, 20 years ago this is what they were talking about. It truly is. It’s not just webcam technology. There’s so much more here.

Yifat C.: Yes, I totally agree with you. The relationships that are being built are amazing. How would you utilize Hangouts for crowd sourcing and funding? Did you do that with Chef Hangout?

Joe S.: No. We have not crowd sourced any of our verticals yet. So far there’s only two. There’s of course ChefHangout.com and we have the pre-launch landing page or soft launch for TechSupportHangout.com. You mentioned crowd funding. The answer is yes. We are going to investigate utilizing crowd funding to build these verticals. But could it be done just using this as a platform and Google+ as a platform?

I believe it could be. In other words, a self-crowd funded effort. In the old days I think it was just called preselling your services or your product and making sales before you built … anyways. That’s the idea. That’s the plan.

Alex M.: We’ll go to tutorials in a moment, but Joe, I’m going to have a chance to meet with Cake Boss. He has that reality show. He’s in




New Jersey. I wasn’t a fan. Actually, my daughter Brianna has been watching his show for a while and has actually learned a lot from that reality show. There are many reality shows from featuring honey booboo to … you name it there’s a reality show, between brides and whatever.

Cake Boss is fun because it’s all about baking. I don’t know if you can see this, but this is my daughter baking a cake for Cake Boss. Roslyn in back of her, she’s actually on this Hangout and she did it this weekend. I’m going to show you the final version of what it (and there are two cakes here) looks like.

Cake Boss is in a position to have his own Hangout just like you’ve created. You’d be a good link to him and possibly fund what’s already there. How do you create how-to tutorials and even make a new reality show with something that’s already in existence, like the Cake Boss show, and turn it over to Hangouts which are a lot less costly media-wise?

Joe S.: Far less costly. I think that what we’re going to see, and we’re already seeing a lot like of this, but I think that we’ll see folks like Cake Boss and a number of other celebrity chefs either broadcasting and Hangouts on air, or joining on existing platform like ChefHangout.com and either offering free, fun Hangouts on the air that are offered to the public r monetizing and selling a class.

Our customers, they pay for a class. They show up in their kitchen with their computer and their ingredients ready. The chef shows up and they join the class directly from our website. Right at class time, they find the button; it’s a big red button that says “Join class.” It doesn’t say join Hangout, it says join class. You can take a cooking class right there in the comfort of your own kitchen.

The reason that I think that the bigger celebrity type chefs will do a lot more Hangouts on air is for exposure. It’s a chance also to connect and to listen to your fans and to actually connect. Just like the president has. Heck, even Tiger Woods and a whole array of other big names!

Alex M.: I’ll show you the final result. She’s a baker. That’s a cake she made. I promise you. She used a mold that was half of a soccer ball. She put some paper underneath, so it would be nice and smooth. she used … that’s her, everything. She’s going to show that to him and




then of course, I’m going to be the marketing guy saying, “Hey, would you like to get on Hangouts.” Maybe there may be an introduction, maybe not, but …

Joe S.: Yes, we’ll see.

Alex M.: Here’s the key though. See, he doesn’t have any viral appeal on television like you do. There’s not that social influence. It’s almost like a dead end even though it’s on television. How do you expand the reach of using, let’s say a Hangout scenario where there is social influence, pulling out, having virility versus going on TV? TV may be going downhill?

Joe S.: I actually see a day where, think about it, where we have Hangout channels accessible on our TVs. People, companies build content and sell content specific to what people are looking for. Imagine … first of all, we have a confluence of acceptance to webcams. Maybe ten years ago people were scared to be on a webcam, but now when grandfathers and grandmothers are happy to get on their webcam to visit what their grandchildren, we know we have acceptance.

We have technological advances now. There’s a front-facing cam of every single piece of hardware we have. In the future, it won’t be long when they’re in every single TV we have. There’ll be a day when you take your personal trainer with you on the road, where you take your yoga class via Hangout, wherever you are. I know I got sidetracked there, but I get excited when I think about the next frontier on the web.

I believe this is it. We’re building it; our vision on Hangout planet is to build the primary destination on the planet for professional services delivered via webcam. We want to do it right here with Google Hangouts.

Alex M.: One of the things we’re doing is having micro Hangouts. Ten minutes Hangouts just by phone that could be texted out. When people are on the go, nice little tid bits, one little lesson at a time. What we’re doing, and I’ll go to you Yifat, afterwards, I want to focus on fitness in the future because in my day fitness was a big deal, the athletes were cool.

Now it’s shifted where the brainiacs are really cool and the fitness kind has gone away. I’m sure there’s a happy median in between.




I’m launching the World’s Fittest Internet Marketer campaign where I’m going to do the 300-workout that the actors used for 300, the movie, and then see who else can beat that time. It’s going to be just for fun. I’ll probably get a lot of stones thrown at me, but it’ll be the beginning of a process where Internet marketers need to get fit so they can live longer.

Joe S.: Absolutely. I may have to join you in that Alex.

Alex M.: It’ll be on air next month. It has nothing to do with what I do or me. It has to do with lifestyle, which is what we’re forgetting about. Yifat, what’s the next question?

Yifat C.: Joe, how do Google Hangouts lower the human effort with new product training?

Joe S.: I look at what we’ve done at Chef Hangout. It’s a new service, if you will, that we have a how-it-works video. That’s the most viewed video at ChefHangout.com in terms of training people. Here’s what you do: you click here and you do this. I think for product tutorials and so forth, it’s just a natural; it’s an absolute natural. Being able to record a Hangout on air and then even just being able to capture and record vide and use that.

I think that you’ll see situations where companies set up on their website a full group of people that are available to give tutorials about their products and utilize Hangouts. Where people will be on call and be able to give tutorials for new products or just products that the company is selling via Hangout.

Alex M.: Do you think, Joe, there’s a future for there being a Google+ Yelp type of service where there’s a video involvement and then they’re giving star ratings?

Joe S.: I don’t know about doing it in terms of Yelp. The star ratings, our vision for tech support is that you’ll be able to walk up to your computer, engage a professional when you have a tech problem of virtually any kind and open up your computer, talk to that individual and solve your ten minute problem in ten minutes, not two hours. We want to, we’re going to, right here, within the Hangout, build a rating system, a payment system, a timing system so that professional services can be delivered and done efficiently.

Yes, rated experts reviewed by the customers just like you would at Yelp is what we envision tech support. I will say, building that has




been vastly larger than building simple classes at Chef Hangout. That platform is not nearly as complicated.

Yifat C.: Let’s dive into that, actually, giving a case study. You had the first one, Chef Hangout. Now you have Tech Support Hangout. What have you learned from both companies and how do they work? How do you monetize them? Step by step, what’s happening there?

Alex M.: Don’t assume we know the story. Start at the beginning, what you take for granted. From the idea, the inception, the funding then take us all the way through.

Joe S.: So far, I will funding by the way. So far I’ve funded it personally. We are just starting to open that door to looking at other funding options so that we can grow. I’ve been interviewing a number of CTO candidates. The funding part, that’s a whole other story. So far I’ve funded it personally. Some of the CTO candidates that have come forward are absolutely phenomenal.

Going back to the very first attempt, I knew what we needed. We needed a site, as I told our developer, Google fast. We want it to be extremely simple. I want people to be able to join class from our website. I can tell you about the things that I wanted. I can’t tell you exactly how our developer does it because that part I don’t understand. I just know what the customer wants and the customer wants simplicity and easy. They want something that’s colorful, it just makes sense.

I will tell you that the first developer that I hired to do it after a couple of months of working on it, he unveiled his creation to me around 11 o’clock on a Friday night and it was awful. It was absolutely awful. Extremely complicated. I had to fire that first developer and move on to another company. That’s the company we’re using now. I guess it’s not as easy as it looks to build. I just expect things to just work like this.

Yifat C.: You have the idea and you want it to be done yesterday, right?

Joe S.: Yes, absolutely, just make it do this.

Yifat C.: Yes, exactly, and why is it not working? How is it different from Chef Hangout to Hangout Tech Support?




Joe S.: I’m sorry, but at Tech Support Hangout we’re going to … the way I envision Tech Support Hangout is that people … of course, right now it’s a pre-launch landing page. Right now we’re just looking for the experts to apply at TechSupportHangout.com. We’re getting applications in. We’re going to take the, we’re going to look at those and we’re going to select 50 as our first group of tech support explorers. They’re going to help us as we build this using the lean startup method. Lean Startup is a book by Eric Ries.

In the end it’s going to be a vastly different platform than classes. Classes are scheduled. People buy the class in advance. This is walking up to TechSupportHangout.com and going, “Aaaaa, I’ve got a problem. I need it solved.” I don’t know, it can be with your iPhone, with your android device.

It could be with some sort of software issue. Whatever it may be. You want to be able to engage somebody quickly. I cannot tell you how many times I’ve needed that. I want to be able to walk up to my computer and engage a professional not just for tech support, but for a whole array of other professional service needs.

Alex M.: I would say be prepared to offer tech support for Google because Google doesn’t have tech support. Usually it relies on its own members. You’ll probably get a lot of tech support just Google alone. I think that level of karma will come back to you as you serve folks coming up. What goes around comes around, as we’ve talked about throughout this process. Serving, internet is driven by servers and it will definitely come back.

I have noticed that when you do something of that nature, like we did teleseminars eight years ago. We were doing tech support for the teleseminar bridge lines because we were the only folks to come to. You probably will be doing tech support on behalf of Google. Do you anticipate that?

Joe S.: I don’t know. The enterprise-level tech support is something that I believe will cost us a lot of money to build. You’ve got to hire a lot of employees in order to handle it. Enterprise level tech support, like Michael Dell spoke of. He saw this platform and said, “This is something we could incorporate into our tech support at Dell.” I don’t know what they’ve done with that. I know that when he saw this platform he just thought, “Boy, there’s something we could do here.” I don’t know if, I guess that they haven’t done anything yet, Yifat?




Yifat C.: No, no they haven’t. Tell to me, Joe, what you’re doing, you’re crowd sourcing and you’re providing recurring income to the people who will be doing the tech support for you?

Joe S.: Absolutely. These will be independent contractors. They are people, and they could be anybody. Our little video gives you an idea, at TechSupportHangout.com, gives you an idea of what we’re talking about. It talks about, Amanda is a computer genius, but she has nowhere to sell her genius consulting. Now she can at TechSupportHangout.com. It’s a cute little video we put together to bring efficiency to very inefficient industries. We can do that utilizing this as a platform to do that.

Alex M.: Monetization. There has to be a business model. As a business person I think, how are we going to monetize this in the first place versus for me, the question is not how am I going to deliver the content or what’s my content going to be, what format is it going to be in. The first question for me is how do I monetize it because without a business model I don’t eat and my kids don’t eat and my friends don’t get to maintain a lifestyle that if they’re working for me and with me that they’re living now of the level of freedom, having a virtual company.

Money does matter and this woman here was not focused on money. She would give away everything for free and then through some, let’s call it social psychology and a little bit of brain manipulation, she is not monetizing. I gravitated towards you Joe because I didn’t think you would be attacking me once I talked about monetization. What’s your business model? You started with it. I think there are probably a few flaming arrows coming in your direction. What’s the business model for Chef Hangout and then let’s go to Tech Support?

Joe S.: Good. For Chef Hangout, our business model is that chefs make their own schedule. They, again, are independent contractors. They utilize our platform to sell their cooking classes. They own their content. We don’t. We’re acting as a platform. We collect the money and then we pay the chefs. We take a percentage of the class fee as our way to monetize hangouts.

As I see it … you can say monetize Hangouts, but more importantly, we’re selling cooking classes. We’re selling an experience. Our customers look at this as a way to learn how to make tiramisu. There’s a specific service. If I were to advise




someone how am I going to make money with Google Hangouts my question is what are you going to offer.

Because, you can put your, say you have a tie store. You can put your tie store out on Route 74 and no one’s ever going to drive by, or you can put it in the middle of the busiest mall in town and you’re going to have tens of thousands of people walk by. To me, a chef can go and sell a cooking class. Anybody can go and sell or consult one on one using Hangouts, but to me it’s better when there’s a lot of traffic and building … You need to partner, I’d say, with platforms or create the platforms that create a lot of traffic to site so you could have a lot more people walking by your store.

Alex M.: Great answer. Great answer. Yifat, what’s the final question?

Yifat C.: Moving forward, what are the most critical steps entrepreneurs must be aware of if they want to effectively monetize their Google+ Hangouts?

Joe S.: I’ll tell you. I think first and foremost, I go back to the advice my father, my late father gave me many years ago. He said, “Do whatever you want to do for living,” he said, “but just make sure you create value.” I think that there are some things out there that really, you look at it and say, “Yeah, I’m really not creating value. I might be making a living.” To me deliver something that’s really valuable.

That may sound generic, but I think it’s sound and solid advice. Think in terms of what a customer wants. That advice from marketing 101 and that is design a product that you like. There’s going to be a lot of other people out there that like the same thing. But again, think in terms of what a customer wants. There was another thought I had regarding that. Can you repeat the question again, Yifat?

Yifat C.: Yes, definitely. Moving forwards, what are the most critical steps entrepreneurs must be aware of if they want to effectively monetize their Google+ Hangouts?

Joe S.: I would definitely, as an entrepreneur, consider the … number one, do I have a specific service that I want to create that’s a part of a talent that I have or do I want to create a platform that goes out and sells a certain, sells to a need? I would look for things that you need. There was a guy who approached us; there are a lot of people that they like to repair their own bicycles.




He wanted to create a platform using our technology that would have a lot of bicycle repair people that would sell their consulting, if you will, to other people that want to take classes on how to repair their bicycles or how to build very fancy bicycles. I don’t know what he’s done with that. We didn’t sell him our technology, but at the same time, that’s a small niche where I’m sure he can sell that service via Hangouts.

Yifat C.: Awesome. Would you like me to summarize that, Alex?

Alex M.: Yes, you get ready for the summary. I’m going to give a monetization idea. Then we end with a final word, Joe. It’s just one word. Not even with a hyphen. Start thinking about what that word is. It could be anything, but it’s yours. Stay tuned for that. Then Yifat will give a summary.

Something that Joe said and it really rings true for me. Value, for me, delivers impact. When you take a dollar bill or a tell dollar bill or a hundred dollar bill, what is that? Let me show you. We’ve got a hundred dollar bill here. I like this because Ben Franklin, he’s America’s first millionaire. By adding a couple of zeros this has more value, but ultimately, what is this?

That’s a promise. If this promise has lost its confidence like, let’s say, after a war in Europe, then you can get truckloads of these and they’ll buy a loaf of bread. The zeros behind the one mean nothing. It’s about confidence and promise. If it delivers the promise of an impact, high impact then you have greater value.

Here’s what’s interesting that I’ve learned, from my mentors is if your prescribed price that you think you’re going to purchase something is higher than what the listed price is then that has really high value because you thought you’re paying more, like this course, than is actually on the sticker price. Instead of $2,000 it’s $200 for reasons I’ve given why in the enrollment letter.

If what you intended to pay is lower than the price is then the value is low from your mind. Value is psychological and it really changes from person to person. There is not one binary form of value. This is me talking. I don’t expect anyone to believe a word I say. The reason I say that is because as much as we want monetizing Google Hangouts or Google or any type of social media or social influence engine there’s always going to be people who will never pay a cent for it, really intelligent people.




Take a look at books. I’ll have people go to a library, like my mother, get the book for free. Spend at least half an hour of getting out of her car, talking to the librarian, coming back home, another half hour. Wasted an hour, which for me is about $2,500 of my billing time. Then starts reading and then sometimes is fined for taking the book late, all right, and then has to pay.

Whereas what I do, I spend five times the fine, go to Amazon. Get it really fast and I read, probably, I overspend and I get the Kindle version. I start reading it. I start listening to it in the car and then it comes and then I go back to it again and again. You have Amazon book buyers and you have library book readers. You decide. You have browsers on Google and you have buyers on eBay.

What you want are both. The moment you transform a browser into a buyer then hopefully you have a listener for life. The easiest way to monetize a Hangout, a private one, is have a coaching and then make sure that that’s on a Hangout. You record it and you can ultimately find a way. You have to record it with Camtasia because it’s not a Hangout on air and you’ve monetized the Hangout.

Here’s the easiest way to get a relationship with a thought leader, make money at the same time. This is what I’ve done. Let’s say I’ve gone to a thought leader. Let’s say his name is Harvey Mackay, bestselling author, now a good friend of mine. Let’s say I go to Harvey, I say, “What’s your hourly fee for consulting?” Let’s say he says $2,000. I say “Great. Can I do a public consultation with you for one hour and sell tickets for 20 bucks?”

He says, “Sure.” I say, “Can I make it public?” He says, “Sure.” Is that more value to him because I’m bringing people to watch now that public private consultation which I pay for and I’m getting that money back. Now, let’s say I got 150 people who said yes to that for 20 bucks. I made money, right? I paid him. He got value. He got value because he got more exposure.

I made money and people got in for 20 bucks because we syndicated, like limited partnerships, that content, which, I go back to them and say, “Hey, would you like to sell this for $20 on Clickbank?” which they say yes and that is a model that’s worked again and again and again. Go back and watch the recording, because if you didn’t get it I’m not going to say it again. That’s how you create value to monetize a Hangout and you get a thought




leader to love you at the same time because you’re getting more exposure that way. Yifat, did that make sense to you?

Yifat C.: Totally, totally whole. I can think of so many of our guests. There are such thought leaders that just leveraging their own knowledge would be awesome.

Alex M.: Okay. Go ahead. Let’s do a rampage review, go for it.

Yifat C.: How can Google+ create recurring income for consultants? Joe said to reach outside your geographical area so you won’t be limited by only knowing the people around you. How can Google+ Hangouts be utilized for crowd sourcing and funding? Joe said that Chef Hangout was using crowd funding a little bit, right? Joe, is that right?

Joe S.: We are looking at utilizing crowd funding to bring in some more money to Chef Hangout and Tech Support. We haven’t done that yet.

Yifat C.: Got you. How can Google+ Hangouts improve how-to tutorials for new products? Joe said that they bring the connection between the teacher and the audience and some of his chefs are having the best experience of their life, just teaching through Hangouts. How can Hangouts expand the marketing reach for product launches? Joe thinks that big celebrities will start using Hangouts on air for exposure and connections. He also sees a day when Hangouts will be available as TV channels for purchase and viewing.

How can Hangouts lower the human effort with new product training while professional services can be delivered through Hangouts? It’s a huge system to develop. it might take time. What’s a case study of a company optimizing Google+ and how can they do it step by stem and why is it working? Joe personally funded Chef Hangout. He wanted something that will work fast and simple. He is now using it with Tech Support Hangouts and crowd sourcing 50 tech support explorers. They can support the public from any device. He gives them value and he offers work to all people who are willing to provide that.

What should entrepreneurs do to monetize Google Hangouts? Joe talked about advice from his father, who said that you have to deliver value. If it’s something valuable people will pay you. Joe suggests that you either figure out what you want to offer. Do you




want to offer a service or do you want to offer a platform and he gave the example of a bicycle parts, replace parts.

Alex M.: Excellent. Nicely done. That’s your first review like that. Awesome, good job! High five, give me a high five right there. Good job. As we go to the final word all of you watching give us your “Pack my bag” moments. If you could pack your bags right now because you have everything you needed, one idea, what would that be? That’s a P&B moment or an a-ha moment, big idea, something that you could apply immediately.

Please write it down, submit it as people will identify with it and you will start networking for folks, with folks who are on this course. Many people don’t watch live, so when they see it they will reach out to you as well. Write down, community wisdom time. Write down the “Pack my bag” moment, “Pack your bag” moment, a-ha moment right now and let’s do final word. Joe, I want to talk to you offline because I’m so excited with some of the stuff that you just shared. Hopefully we can put that together in the next month. Go ahead Yifat, final word.

Yifat C.: Value, all for value.

Alex M.: Value. Joe?

Joe S.: Execute.

Alex M.: Execute. CEOs get fired when they don’t execute. Mine is simplicity. Simplicity. It’s easier to execute and build value when you have something simple, like the iPod. On behalf of Yifat Cohen and Joe Said and …

Joe S.: Saad.

Alex M.: Saad. I know how to remember that now. Let’s do that again. Replay. On behalf of Yifat Cohen, Joe Saad and Alex Mandossian I will wish you good luck, good sales. Our path will cross again during the implementation period with Dan Safkow. That’ll be tonight or you can come back and watch the replay. Thank you.

hangout marketing secrets module 5 training with alex … · 2013-07-02 · module 5 training with...

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