Tag Archives: Internet Marketing

Episode 81: Twitter and Relationship Building | John Sparks, Owner of Online ImageWorks

John Sparks talks Twitter and building relationships online in this episode of the Defining Success Podcast.John Sparks owns his own social media company, an internet marketing business where he helps businesses expand their reach online: Online Image Works. One of the things he prides himself on is his experience on Twitter and how he’s been able to use Twitter to build a massive following and build some word-of-mouth marketing. In this interview he has some great tips and advice on using Twitter.

John Sparks is the Owner and CEO of Online ImageWorks. He has a passion for helping others learn about social media and technology and has become known as a nationally recognized social media coach.

Zeb’s Take – Twitter and Building Relationships Online

It was a blast talking with John. It’s always great to talk with someone in the same space as I am. We were talking about Twitter. I love the examples he gave and how he was able to help people out with Twitter. One of the things that he said that I thought was interesting was strategically stalking people with excellence in a good way. He mentioned it a couple of times. It’s something he uses to build a Twitter following and get people to engage and interact with him on Twitter and it could be used on other social media channels as well.

What he does is, if there is a person he wants to go after (he used the example of Oprah) he will do a little research and find out who is really connected to that person. Then he reaches out to those people, works to build a relationship, a genuine relationship, and potentially get that opportunity to meet the person you’re trying to go after.

I’ve never used Twitter in that sense, but it’s not a bad idea. On LinkedIn they do have that function sort of built in to their system. One of the cool things LinkedIn does is show your connections and how you are connected to them. For example, if I wanted to target golf course general managers, I could search for that and in the results it will show my connections. 1st Degree Connections are people that I’m already connected with. 2nd Degree Connections are people who are connected to someone that I know. If that is the case, I can ask for an introduction from the person I know who is connected with the person I’m trying to get a hold of.

LinkedIn is great for that, but I really like how John is using that same idea and strategy for Twitter. That has been working well for him. He’s been able to build up quite the following. He’s one of the top Tweeters in Dallas, which is very cool.

It was a great interview. I hope you learned a lot about using twitter and social media. Thanks to John for the great interview.

Go out there and find your success.

Find out more about John Sparks or Online ImageWorks

Visit OnlineImageWorks.com, which is his website hub.
John can also be found on all the social media platforms at /iamJohnSparks (ex. facebook.com/iamJohnSparks, twitter.com/iamJohSparks and at gplus.to/iamJohnSparks)Online ImageWorks

Quotes

  • “It’s building those relationships online and then taking them offline.”
  • “You can have anything that you want in life if you just help enough other people get what they want.”
  • “People reach out to people who reach out.”
  • “Make sure when you’re messaging people that your intentions are coming across as being good natured.”

sparks

More From the Interview

John has a media background working at television stations across the country. He was a newscast writer for broadcast journalism. Then ventured into the business world, then into education and finally was able to bring all that together when he started his business Online ImageWorks.

Social media, and the whole idea of people being able to access things when they want to and to interact was really exciting to John. The idea of using his background and skills to help people use these tools properly convinced him to start his own company.

Among other things John works on SEO, conducting social media campaigns, websites, design and coaching. It’s important to make sure people’s name looks good out there online. Coaching, how to use social media; sharing the idea that people reach out to people who reach out and that it’s a powerful tool if it’s used correctly.

Twitter
Twitter is John’s favorite social media platform. The area where we can have instant communication is interesting.

Businesses can use twitter to engage customers and as a listening tool.

John says businesses should use social media for several reasons. Social media increases your visibility. It shows people that you have something of value that you are offering in the market. It gives your business the chance to show what makes you different from everybody else. It can help you stand out in the crowd. And, it’s a great relationship builder; everyone wants to feel like they are welcome, special and appreciated. It’s building those relationships online and then taking them offline. It’s a great stepping stone for the offline conversations that happen later on for businesses to convert customers into possible clients down the line.

John sees so many companies that put up a twitter logo or pinterest logo and then you go there and there’s nothing there. There is nobody managing it. John’s advice for those companies is that if you’re not using the tools then get rid of the links.

What’s one trick or piece of advice that the average person may not know about social media and how to use it effectively?
Strategically stalking people in excellence in a good way.

The people that they are most socially influenced by on Twitter are the people at the very bottom of their friends list. Those are the people that instantly came to their mind when they first joined Twitter.

Oprah, just for an example, follows about let’s say 230 people. So if you can interact with and build a relationship with one of those people on Twitter. Then you could potentially get an introduction from that person. Thinking about LinkedIn and their 1st 2nd and 3rd connections, look through her list, look through their lists, look for Oprah’s 3rd connections. Look towards the bottom of the list and pick out the ones that do not have the verified account, the blue checkmark. Those people are probably going to be easier to connect with.

John says a lot of cool things have happened over the last 2 years owning Online ImageWorks. Just having the opportunity to work with some of these people and watching their businesses grow. John says seeing these Twitter accounts grow to a point where they’re getting verified on Twitter and build a following by thousands, and it’s not just about the number of the followers, but about the quality of the followers you have.

Mistakes
In conversations with people on twitter you have to be really careful how you talk with people so you don’t offend them. Twitter has the reputation of being light and fluffy. Where people don’t hear your voice, they don’t know your voice, they don’t know your true intentions. So make sure when you’re messaging people that your intentions are coming across as being good natured.

How did you get where you are?
Going out there and basically, I wanted to be a social media influencer. I’m soon to be on the Forbes and Huffington Post list of top 50 social media influencers. Going through and doing my research and finding out, okay if this is what I want to be who are the people that are on that list right now, and who is following those people, and how can I get some of those people to come follow me. And what can I add of value to get those people to follow me.

Advice
I would say finding those people that are in your industry that you’re interested in. And making a list of those people. And then going out and seeing who’s following those people. Provide good content and follow those individuals and see if you can engage with those people and follow them as well.

On Twitter, you just have to get out there and do it. Get out there follow people, engage, you’re going to make some mistakes, it’s gonna happen; mentioning people incorrectly, retweeting incorrectly… but you just gotta do it.

Define Success
John recommends the book, See You at the Top.
You can have anything that you want in life if you just help enough other people get what they want. That’s what success is about.

You have to have that positive mindset and take every positive thought captive. Turn those negative thoughts into thoughts of being successful. Even in your darkest moment. If not, you’re going to get sidetracked.

That positive self talk that’s so critical when starting a business and being successful on social media. John prides himself on his positive uplifting tweets — It’s amazing how many people go out there and will retweet those over and over again.

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Episode 80: Networking vs Working a Room with the Mingling Maven | Susan RoAne, Author of How To Work a Room

Author Susan RoAne talks about networing and working a roomThis episode I interview the Mingling Maven, Susan RoAne. She is the author of How to Work a Room. In the interview she gives great ideas on having conversations with people, how to start those conversations, and how to feel comfortable in those scenarios. One of the things she highlighted was the difference between working a room and networking. The real key to networking is in the follow-up.

Susan RoAne, or the Mingling Maven, is the best selling author of How to Work a Room. If you’ve ever walked into a roomful of strangers and felt uncomfortable, you’re not alone. According to research, over 90% feel the same way. Because it’s essential, to building our businesses as well as our personal life, we must be able to comfortably attend gatherings and meet, connect and converse with people we don’t know as well as the ones we do.

Working a room and networking in Susan Roane's book How To Work a Room

Zeb’s Take

What a great interview with Susan. She gave a lot of really great tidbits of information about how you can work a room, how you can feel comfortable in networking situations and meeting new people. I really love the advice she gave.

One of the things she pointed out that I’d like to talk about more is the difference between networking and working a room. Working a room is the initial interactions, initial discussions, and how to make sure your presence is known throughout the room. The networking side of it is through the follow-up. Networking isn’t the mingling and interacting at the location, it’s the follow-up afterwards and that is where the value comes in with networking.

I’ve seen it a lot at networking events. Business owners go wanting to grow their business and they expect outcomes the first time they show up. They walk in, they’re interacting with everybody, they are very outgoing, shaking everyone’s hand and exchange business cards. But they don’t get any business that one day and you’ll never see those people return again. I know from experience with our Chamber of Commerce that my continued presence there, the follow up I did with the people I met at the chamber, that ultimately it led to a lot of sales for me and my business down the road, as people began to trust and know me. Now that I’ve gotten better and gotten more experience at networking I have a good system set in place that encourages follow up, that promotes myself and reaching out to people. Then it’s either getting coffee with them or just connecting through email or social media networks.

The networking at the event is not the goal, it’s about the follow-up afterwards. If you are going to networking events to get the most value out of it make sure you follow up with the people you meet at those events. Because there is always an opportunity. Even if they are not going to be a customer for your business they have the potential to refer your business or connect you with people who can benefit your business. You can also help them in different capacities and build a relationship that way.

Go out there and find your success!

Find out more about Susan Roanne, The Mingling Maven

Go to www.SusanRoane.com or HowToWorkARoom.com
Email Susan at Susan@SusanRoane.com with your questions

Her Book, How To Work a Room
She says, “Please go to your local bookstore, if they don’t have it on the shelf they will order it for you. We have to support our local book stores. But of course it’s in online bookstores. The book is How to Work a Room, the Silver Anniversary Edition.”

Susan RoAne, Best-Selling Author and Keynote Speaker

Quotes

  • “I think that’s part of success, being willing to say yes and stretching ourselves.”
  • ” If you are not re-tweeting, letting someone know you appreciated a tweet, responding, engaging, commenting then you are a lurker, not a worker.”
  • “I found that the people who created their own luck[…], they said yes when they wanted to say no.”
  • “Real networking happens over time, it’s a process. It’s not something that happens once at an event.”
  • “The people who I find with the most success are people that have diverse relationships with people of different ages, different backgrounds, different interests; as well as those who are in their field.”
  • “Some of the best networkers are people who used to be shy, but they realized there was a benefit to meeting interesting people.”
  • “The banquet of banter is a potluck: what are you bringing to the banquet?”
  • “Bring who you are to what you do.”
  • “At a certain point the stuff that we have isn’t as important as the stuff we’re made of.”

susan      susan2

More from the Interview

Susan was a former public school teacher in Chicago and San Francisco. In San Francisco they had massive layoffs, Susan was one of them. She was then able to help former teachers find new career paths. That evolved into Susan writing books including How to Work a Room. She designed a career change workshop for teachers. Made sure it got on radio. When the editor of the San Francisco Examiner contacted her to do a local career series she said, “Yes.” She immediately got a headache because she wasn’t sure what she had gotten herself into.

“I think that’s part of success, being willing to say yes and stretching ourselves.”

Susan’s Book – How To Work A Room

The main premise of her book is to make it easy for any person that has to walk into a room, a meeting, a party, a reunion, a wedding, a conference, a retreat. So that no one stands at the door and feels uncomfortable walking into a room full of people they may not know. Susan’s mission is to take away that discomfort and help people prepare so they can make the most of whatever event they are going to.

In a Room

If Susan is at an event and sees someone standing alone, she’s the one that will seek them out and try to start a conversation with them. Because, she says, one of the top traits of people we really remember are the people who noticed us, came over to us, made us feel included. For the people already in the room, being cognizant of the people who are alone and welcoming them is not only a wonderful trait, it’s a brilliant business strategy.

For the first version of her book, Susan did most of her research at her local chamber. She saw things that people did that were wonderful. She also saw things that made her question how some people were raised.

Being able to work a room is a skill. To be a networker is a different skill. There are people that are wonderful in a room; we’ve all seen them, they are very conversant, they are interesting, fun to be around, but they have no interest in following up and no skill at following up. In her book Susan refers to these people as One-Night-Stands.

There are people out there with phenomenal networking skills. Networking is really the key to success. They have immense follow-up. They do what they say they’re going to do when they say they’re going to do it. They stay in touch. Those same people may feel very uncomfortable when they walk into a room full of strangers.

Those two skills together, working a room and networking, really are dramatic and they contribute to our personal and professional success.

New Rooms

Whether it’s Twitter, Facebook, LinkedIn, Google+, there are new rooms that we need to appropriately work, appropriately be social in, and behave appropriately in. Each one has a different etiquette. If you are not re-tweeting, letting someone know you appreciated a tweet, responding, engaging, commenting then “you are a lurker, not a worker.”

Twitter is the most fascinating time-suck Susan has ever experienced that does not involve the TV.

In video chats for Skype and Google Hangouts, make sure you look great. Make sure you have the right lighting and that it’s not too dark. It’s different on the camera than it is to your eyes. Look at your office and make sure it looks they way you want it to be seen. When you are doing something face to face remember that you are really in that room with them, so you have to remember the same manners you would have in a real room. It’s still about paying attention and listening. Don’t look at your smartphone while you’re in a Google Hangout.

Teaching

Susan still loves speaking at a to universities and colleges. Sharing these techniques to empower a whole new group of people so they can go to places and meet people and get the first job, or the second or third. Even at high schools; giving kids the tools so they can connect with each other and people they need to know. “I think it’s wonderful.”

“I found that the people who created their own luck[…], they said yes when they wanted to say no.”

Advice

For people that feel uncomfortable going to an event, know that if you come prepared you will feel more comfortable. There are some things you can prepare ahead of time. There’s no reason now, with the internet, that you can’t do some research on the event ahead of time so you’re not walking in cold. Prepare your own self introduction, it should be specific to the event. Susan says her introduction at her chamber of commerce meetings is very different than at a friend’s wedding. Tailor your introduction to give people context for how to talk to you. It’s not the 30 second upchucking of an elevator speech; it’s 7-9 seconds, it’s a pleasantry. Give the benefit of what you do set in an interesting fun way that engages people so they get to ask what it means. Then you are invited to speak more. Only go on a little bit. Stop, look at the other person and say, “How about you?” not, “What do you do?” how about you, it allows them to talk about their passion which could be something different than their job.

How are networking and working the room different?

Working a room, you’re really just socializing. You’re mixing, meeting, greeting, you’re having a lot of little conversations and you’re circulating. It’s a social party. Nobody invites you to hog the time of one other guest.

Networking is very specific in that it’s the follow-up. You can’t network a room. Networking is a mutually beneficial process whereby we change ideas, information, ideas, advice, laughter. The real networking happens over time, it’s a process, it’s not something that happens once at an event. When you are developing a network you are developing a group of people where there is a stronger connection and it is the beginning of building relationships.

“The people who I find with the most success are people that have diverse relationships with people of different ages, different backgrounds, different interests; as well as those who are in your field.”

Icebreakers

Just look at the room/the event you’re going to. That’s what’s happening to everyone, it’s something in common. Susan talks about the food, she talks about how long it took to find a parking space. Look for name tags. If you are at a fundraiser, ask how someone came to support the cause. Say something that’s relevant to the event at hand, because that makes sense. It’s easy, it starts the conversation with small talk and then you can move from there.

Complement a tie, a nice scarf, an interesting necklace. It’s okay to compliment someone as long as it’s sincere. Notice things: pins, ties, jewelry; then you are in an easier conversation.

If you want to have something interesting to talk about make sure you know what’s going on in the world. Get it from a newspaper, online, TV, anywhere. Know what’s going on and you can always talk to other people.

For the Shy

In 1980 about 80% of people considered themselves shy, by 2000 it jumped to 93%. If you think you are shy, know that at least 90% of people in that room also feel shy sometimes. Some of the best networkers are people who used to be shy, but they realized there was a benefit to meeting interesting people. So they approach it as, “Oh my goodness, isn’t this great! I’m going to meet interesting people therefore I’m going to learn new things.” and it’s that attitude that gets them over the shyness.

“Some of the best networkers are people who used to be shy. but they realized there was a benefit to meeting interesting people.”

Susan suggests that if you walk into an event with someone that you don’t stay with them for the whole evening. Decide to split up and talk to other people then come back and introduce people to each other. Even for couples. Don’t stand face-to-face talking to each other; stand side-by-side facing room.

Susan’s Top Tips for a Great Conversation

Number one: Listen. Listen. Listen.

Two: “The banquet of banter is a potluck: what are you bringing to the banquet?” Be sure to bring your favorite stores. Listen to other people’s stories. Susan does this thing where she barrows other people’s stories, you can relate to people with kids even if you don’t have any. If you listen and pay attention to their stories that’s another story you can share to someone that has similar interests.

For conversation it’s listen, participate, don’t be afraid to ask questions, and don’t ask only questions. Share something of yourself.

“Bring who you are to what you do.”

On Success

“Can you look in your own mirror and feel comfortable with the person you are, how you treat people, how you’ve walked around this planet; and what your contribution has been?”

“It’s how you treat people.”

“I have a wonderful network of people around the world that I’ve stayed in touch with that has made me have the most wonderful life.”

“I want to know that when you’ve listened to me that you’ve got something that you can do to make your life just a little bit easier, better, and that to me is success.”

“At a certain point the stuff that we have isn’t as important as the stuff we’re made of.”

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Episode 79: Social Media and ROI | Brian Basilico owner of B2b Interactive Marketing

Brian Basilico, owner of B2B Interactive MarketingBrian Basilico is the owner of his own social media company. One of the things we talked about was return on investment, and looking at ROI when you are using social media and actually for many things you are probably doing.

B2B Interactive MarketingBrian Basilico is the owner of B2B Interactive Marketing. B2b Interactive Marketing combines audio, video, interactive, web, communications, and advertising, with branding and marketing experience of almost 30 years in the communications industry.

 

Zeb’s Take – Social Media and ROI

It was a blast talking with Brian about social media and all the different things that he’s doing. We had some great back and forth while talking about social media marketing.

The thing I want to expand on is the return on Investment or ROI of social media, which I think is very important for business owners understand when they are getting into the social media space. Social Media and ROI. People will ask me, “Should every business use social media?” My response is always yes. I honestly think every single business should use social media. Having said that, I don’t always think paying for someone to run a social media presence is the best investment of your money. Timewise, yes you should use social media, use it as much as you can. But sometimes the cost doesn’t make sense for the returns that you’re getting from the social media usage.

It is important to analyze time versus money and how you’re going to spend that using social media. Sometimes people think it’s a just one-stop-shop; it’s not, it’s a long term goal. If your goal in a business is to grow as large as you possibly can then social media is a no-brainer. Hire people to do it and realize that it’s an investment. If you are looking to use social media to make instant sales to cover the cost of what you’re paying for the social media, especially in the first few months, you’re going to be disappointed. With social media, you’re putting in the time, money and resources now for gains down the road.

Go out there and find your success!

Find out more about Brian Basilico and B2B Interactive Marketing

Go to his business website: B2B-IM.com and the website for his book: NotAboutU.com

Quotes

  • “It’s been something I’ve had to do for myself and since I was able to do it for myself I was able to do it for other people.”
  • “I’m a student first, I got to learn it. Then I’m a teacher second, and a purveyor or presenter last. You got to learn it, teach it, then do it.”
  • “Marketing has to be an investment and never an expense.”
  • “Marketing is a participation sport, it’s not like advertising where you pass it off to somebody.”
  • “The whole point of social media is crowdsourcing; getting other people to talk about your brand.”
  • “Get to know people, ask them for advice, and find out what happens.”
  • “When people are better when you are done, that’s success.”
  • “The reason I consider myself successful is because I have a message, I have a methodology and I provide value to people when it’s all said and done.”

brian-wm

More From the Interview

Growing up Brian was a musician. At 18 years of age he started a recording studio in his Dad’s basement. He had to learn to promote himself. At first, he used a word processor to print out articles, cut and paste them together into a newsletter that he would take to a copy shop and print and put together his newsletters. Since then he’s been a video editor and producer, he owned a commercial recording studio (produced jingles, radio programs and commercials), and online marketing.

“It’s been something I’ve had to do for myself and since I was able to do it for myself I was able to do it for other people.”

He says, the funny thing about marketing is marketing has never changed. It is always about people, knowing who the audience is and how they want to be communicated to. The thing that has changed is the technology and tools. You have to learn to adapt over the years.

Not too long no one knew what the smartphone was and now it’s updated every day.

“I’m a student first, I got to learn it. Then I’m a teacher second, and a purveyor or presenter last. You got to learn it, teach it, then do it.”

The smartest and most profitable people learn how to adapt to where their audience is. If you want to reach a 20 year old you need to text them. If you’re talking to 70 year olds, you still need to put out a print newsletter. You have to know where your audience is and you have to learn to adapt to get your message there. The message and the content has always been the same. It’s always been really good content and great articles. But, you have to know the channels where you can connect with them.

Branding
Branding is part logo, part image and part message. You need to know who your audience and know what your audience is looking for. An example Brian shared was for a company that made ferrules, a small part on a golf club. Once an industry staple, this company had lost a lot of their customers to cheaper overseas competition. Their business model was to sell high quality at a low price to the largest golf manufacturers. While doing research Brian spoke with someone who builds clubs for professional golfers around the world. This person agreed that this company made the highest quality part and it never broke, whereas the competitor’s part did break. He mentioned that fixing that one part cost $150 each time the repair needed to be made. He said I don’t care what I have to pay for that thing I want that ferrule. Now she manufactures custom versions of this and what sells she used to sell for $0.07 for $1.50. She learned that the marketplace had changed, without her noticing it. We completely reinvented her business.

Success Story
Brian shares his success story with a fortune 100 company that was making a $1k a month in online sales, Brian convinced them to put in a true ecommerce system on their site. By creating a very familiar interface for their ecommerce their online sales skyrocketed to $25k in sales a month.

What I see a lot of people doing wrong in marketing is throwing a lot of good money at bad. You have to consider social media and ROI. “Marketing has to be an investment and never an expense.” People don’t understand the concept of using marketing as an investment and how to measure their return on investment so they do get ripped off.

“The whole point of social media is crowdsourcing; getting other people to talk about your brand.” If you reward people for promoting you to your friends and give them something relatively inexpensive, you’re winning.

Brian’s Book
It’s Not About You it’s About Bacon: Relationship Marketing in a Social Media World by Brian BasilicoIt’s Not About You it’s About Bacon: Relationship Marketing in a Social Media World is Brian’s book. It is a why-to book about social media. It takes you through a whole journey of marketing. There are chapters on Facebook, LinkedIn, Pinterest and all that other stuff. It doesn’t tell you how to do things, it tells you why it’s important and who is there. The whole purpose of the book is getting you to understand the concept of what social media marketing means. From there, there’s lots of other opportunities to learn how to use it.

The title is from Brian’s experience at a conference. One of the other presenters encouraged people to use a hashtag, #bacon. She got 20 new followers. After that Brian started posting pictures of bacon and #bacon and breakfast with bacon online. Brian got an incredible response. What he came to find out was that the two most shared things on the internet were kittens and bacon. The whole concept is that social media marketing is not able sales and about you, and bacon is about creating a brand that is memorable and something that people will search out.

Advice for New Businesses
Go out and network. Go out and meet people. Find people you can have a 1-on-1 conversation with ask them about their experiences and their life. From there, ask them for referrals, for whatever you need. connect with them and then ask them for advice. Get to know people, ask them for advice, and find out what happens. Getting good proper referrals is the best way to get the best return on investment of quality. Look for good consultants and people who really have your best interests in mind and are not just trying to take your money. Then go learn as much as you possibly can, take online classes, community college classes, buy books, research; invest in yourself and in your own knowledge.

Success
Success for is seeing his clients blossom and make money. The biggest success that Brian gets is when they recommend him to somebody else. From a personal standpoint, it is making a difference in a way that changes people’s lives. I don’t care whether it’s through my business, or donating my time. “When people are better when you are done, that’s success.”

I’ve reinvented myself so many times, I’m very successful and always working harder to be better. The reason I consider myself successful is because I have a message, I have a methodology and I provide value to people when it’s all said and done.

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Episode 42: Engagement vs. Automation | Rick Mulready from the Inside Social Media Podcast

In Episode 42 of the Defining Success Podcast, Rick Mulready shares his thoughts and ideas on social media for small and medium-sized businesses.  During our conversation we discuss the pros and cons of engagement and automation.  We also discuss the power of social media and how building genuine, authentic relationships can help grow any business.

Rick Mulready from the Inside Social Media Podcast discussing Engagement vs. Social Media

Rick Mulready

Rick Mulready is the host of the Inside Social Media Podcast.  His podcast is a place to learn secrets, insights and strategies from heads of social media for some of the most powerful brands in the world.

Rick has been in the Internet marketing world for 12 years.  He spent 5 years at AOL in Virginia.  He moved to the West Coast after that and spent 2 years at Yahoo as an advertiser.  After Yahoo, he went to Vibrant Media and then he went to Funny or Die and went back to Vibrant.  While Rick was at Funny or Die, he saw that there was a minimum spend that people had to invest in order to advertise, but it left a lot of small businesses out.  At that time Rick saw Facebook starting to grow and he began to see the opportunities that small business could have in Facebook.  He jumped into Facebook advertising and taught himself everything he could about it.

During a flight, Rick was listening to a podcast with Gary Vaynerchuk who recommended two publications, Advertising Age, so you can get the big brand perspective and TechMe.com so you can get the perspective of what’s going on in the tech world.  Rick then saw that there was an opportunity to reach out to big brand companies and help share what big brands were doing in social media with small businesses.

Rick Mulready Automation vs. Engagement

Rick Mulready

The whole purpose of Rick’s podcast comes from a Tony Robbins quote where he finds someone who’s doing something successful and then copy what they’re doing.  Rick has been able to show his listeners what big brands are doing and how they can apply that to their small business.

Rick built up a large safety net, and had a lot of planning.  The job that Rick was doing paid really well, but he wasn’t happy, so he saved up a lot of money and made the jump to running the podcast.  He is working with clients showing them how they can achieve their business goals through social media.

As an advertiser, Rick didn’t like the way the advertising industry was set up because no matter how hard you worked you always were striving to meet new goals which Rick found very taxing.

Rick loves Twitter because it allows Rick to have quick conversations with people he wants to have conversations with.  It also allows Rick to listen to conversations that are going on in the social media world where he can jump in, engage and add value wherever he can.  Rick does enjoy Facebook advertising more than he loves Facebook itself.

Too many people don’t understand Facebook advertising and there is a great opportunity to reach out to highly targeted customers if you can understand and grasp how Facebook advertising works.

A common mistake many people make in social media is that they go out there and they start yelling.  Another common mistake is that people spread themselves too thin, get overwhelmed and then say social media doesn’t work.

Rick recommends finding one or two platforms that you love using and then stick with those and really dive in and engage deeply.  If you can do that you’ll soon see immense benefits in your business.

Rick says that some businesses may not even need social media and it may not be the best platform for them to get their business goals.  He recommends that businesses first establish goals and then determining the best course of action to reach their goals.  The explanation starts with what is your goal and then work backwards.

There are two trends that are really important.  Listening and engaging with you customers and using social media as an opportunity to serve your customers.  A lot of brands get it really well and many do not.  Rick says that in the future, location based social media marketing will take place, meaning that when you arrive at a destination, deals and discounts will be sent to people’s smart phones in an attempt to drive business.  Another trends that Rick sees is these short videos which can be used to tell a story for a business.

Rick says that the people who are automating their message are missing the point of social media.  One of the big problems people who jump onto social media face is dealing with automation vs. engagement.  The point of social media is to develop genuine relationships designed to lead to sales, and not to continually blast your sales message.  People do business with people they know, like and trust.  Show them they can know, like and trust you by authentically engaging with them.

When working with a business, Rick starts to figure out their goals and if social media can help them achieve their goals, you have to know what social media platform would be the best for them.  Learn your target market, figure out their goal and then learn how to be there.

The podcast has been working very well for Rick Mulready and the podcast was something he never thought he would be doing.  He’s always loved interviewing people and he still doesn’t know much about it, but a lot of people pushed him to start it.  And Rick understands that the podcast is a great way to connect with people.

The first episodes Rick launched were with the social media managers of Ford, McDonald’s and City.  He loves doing interviews and gets pumped up after he has an interview with people.

Rick Mulready Inside Social Media Podcast Zeb Welborn Defining Success Podcast Engagement vs. Automation

Rick Mulready

Engaging Discussion Questions:

  • What is your favorite social media platform?
  • What do you think of Vine and Instagram videos?
  • What is the best way to connect with potential customers on social media?

Links to Great Stuff:

  • Inside Social Media Podcast – “Through this blog and my podcast Inside Social Media, I give you inside access to heads of social media from the most successful brands in the world, as well as the smartest social media influencers around.”

Success Quotes:

  • “Success is having control of your time and being able to set how you spend that time.”
  • “If you’re automating your message and not really having that personalized conversation with people, they pick up on that very quickly.”
  • “Remember that it’s just as easy to unfollow someone in social media as it is to follow them and to remember that.”
  • “I like Twitter because it allows me to engage with my target audience and my customers the best.”
  • “Too many people get on social media and just start shouting.”
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Episode 41: Take Action and Adjust Along the Way | Lain Ehmann from Layoutaday.com

Lain Ehmann does a lot of work online in the scrapbooking industry where she does online events, webinars, and has been able to monetize that to make a very successful business for herself.  In Episode 41 of the Defining Success Podcast Lain discusses how she’s been able to build a massive online following and been able to monetize her online efforts through event, webinars, and more.  When Lain first started she had no idea on the direction her business would take her, but she’d advice anyone interested in starting a new business to take action and adjust along the way.

Lain Ehmann Take Action and Adjust Along the Way on the Defining Success Podcast with Zeb Welborn

Lain Ehmann

Lain is a fast-talking, fast-scrapping human dynamo with three kids, tons of ideas, and more books than she could ever read in this lifetime. The author of several books on scrapbooking, including “Snippets: Mostly True Tales from the Lighter Side of Scrapbooking” and “20 Simple Secrets of Happy Scrapbookers” (co-authored with Stacy Julian), Lain loves sharing her philosophy of guilt-free, simple scrapbooking.

Lain Ehmann got involved in scrapbooking shortly after her son was born. Lain was a freelance journalist who mostly wrote on business and finance.  She was invited to a Scrapbooking party where people bought and shared scrapbooking ideas and she fell in love with scrapbooking.  She was also a born story-teller and scrapbooking fit in very well with her passion.  She started working less and less in journalism and she began writing more and more in scrapbooking magazines.  She began teaching classes and then dove headfirst into scrapbooking as her career.

The scrapbooking magazines that Lain were working for were declining and eventually both magazines she was working for folded and so, she was without a job.  She started a blog as a way to keep in touch with the people she was meeting as she was meeting at scrapbooking conventions.  She saw that a lot of knitters were doing webinars and she spent a year learning about Internet marketing, podcasting and hosting and in May 2010 she launched her website layoutaday.com.

The favorite thing Lain enjoys doing is live events which have really become the cornerstone of her online presence.  She does live virtual events and every month she puts on a scrapinar, a free monthly education session that is centered around a video training in a state-of-the-art webroom.  They use Cisco’s webex event center that Cisco uses for its international sales meetings.  It’s very robust and steady and is a great platform for everything they want to do.

They do video trainings once a month where Lain gets on the camera live and either provides some kind of training or announces someone who is going to give the training.  The training session is recorded, there is live chat and people arrange their schedule in order to attend the virtual event live.

In addition to her monthly session, several times a year she puts on larger events with 15 or 16 instructors in two days.  Lain serves as the host, produces the event and features the instructors.  It’s kind of like a Scrapapalooza.

Scrapbooking companies love the event because companies can’t be everywhere and this live event gives them access to scrapbookers all over the world.  These companies are allowed to target their customers like never before during these live events that Lain holds several times a year.

In the chatroom, people will chat and you get immediate feedback that you can not get in any other way and people love it.  The instructors can get the replay again and instructors can see where people were engaged and where they lost momentum.

Lain Ehmann Take Action Defining Success Podcast

Lain Ehmann

If you live in rural Ohio, the idea of traveling to a foreign city to attend an event is a barrier for a lot of people.  Lain realized she could bring instructors to people.  Scrapbookers have a lot of stuff and it becomes difficult to transport.  With these online virtual events, people can enjoy, chat and scrapbook along with others.  It’s really a lot of fun and they enjoy the live virtual events.

When you go to an online event there are no clicks, everyone is talking to everyone and it’s very friendly, open and supportive.

Many people find Lain online through social media.  She does a lot of YouTube videos, search engine optimization, relationship marketing, affiliate marketing, and podcasting.

Lain Ehmann has multiple streams of income:

  • Several big events a year where attendees pay to attend.
  • Monthly scrapinars are free to attend, but after a month, Lain charges her customers to get access to the content.
  • A membership site, scraphappy.org where people pay a monthly fee to have access to the site.
  • Sponsorship opportunities

It seems like Lain does a lot of work, but she’s been really good at establishing repeatable systems.  She’s also been fortunate enough to hire people who have been able to help her manage the workload.

Lain started with one product, the layout a day class that she offered several times a year.  Originally she did it for free and didn’t see it as a big revenue generator and things began to evolve over time.  Things began gradually improving from there in order to get more customers and make more revenue for her business.  Everything grew from the natural progression of the business with people offering suggestions for improvement and Lain seized those opportunities and has been able to grow a successful business as a result.

Lain is most proud of bringing a group of passionate scrapbookers together who are willing to help each other learn and grow.  People know that they are going to come to Lain and get a dose of positivity.

In the future, Lain hopes to take the events she’s doing and model that for companies and manufacturers to reach her audience.  She has a large audience of scrapbookers who listen and follow her and there are companies that want access to that.  She can create these live events for companies and bring it to her audience.

Sometimes there is a tendency to look for the cheapest way to do anything and when I started I wish I didn’t do that.  The first live event I held was the cheapest and she had a problem with it.  But, finding people you trust for advice and investing where they tell you to invest.

A layout is a scrapbook page with the photos on it, also known as a scrapbook page.  A month-long class where she started a layout a day which she’s built on since to incorporate more of her business.

If you’re interested in hosting your own live events, Lain recommends taking a look at your audience and what you’re trying to accomplish to determine the best route to take when starting your live events/webinar.  Write down what you have to have and find the solution for that.  Once you find a handful of solutions, test them out to make sure it works before you do your event.

Lain Ehmann Take Action

Lain Ehmann

Engaging Discussion Questions:

  • Have you ever attended a webinar?
  • What are your thoughts on scrapbooking?
  • Have you been procrastinating to take action?  Why or why not?

Links to Great Stuff:

  • Layout a Day – “Take a helping of Rachael Ray, a sprinkle of Martha Stewart, and a dash of Ellen DeGeneres, shake well until blended, and what do you get? Lain Ehmann, scrapbook lover!”
  • Scrap Happy – “Want to Join the Happiest Group of Scrapbookers on the Interner? Well, We’d Love to Have You!”
  • Layout a Day: The Simple Scrapbooking Podcast – “Professional scrapbooker, author, and instructor Lain Ehmann talks the scrappy talk. Simple scrapbooking advice, fun stuff, updates, and more!”
  • Scrapbook Expo – The Premier Scrapbook Show
  • Weekly Scrapper – For the Everyday Scrapper

Success Quotes:

  • “Success is knowing what your passion is, working hard and helping other people through that.”
  • “Start by finding mentors, experts or coaches and following their advice.”
  • “Life is good, even if it’s not perfect.”
  • “A lot of it was really listening to my audience, hearing what resonated with them and doing more of that.”
  • “My number 1 goals was to make enough money so I didn’t have to go to work in an office.”
  • “These scrapinars allow the instructor or manufacturers to reach customers all over the world.”

Special Requets:

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Episode 9: Building an Online Golfing Community | Ken Lee from Bunkers Paradise

Ken Lee is the Editor-in-Chief and Director of Social Media at Bunkers Paradise. Ken talks about how sometimes he tried to do too much too quickly and the importance of quality of quantity when posting on Facebook and Twitter. Learn how to build an online golfing community in Episode 9 of the Defining Success Podcast with Zeb Welborn.

Ken Lee from Bunkers Paradise

Ken Lee from Bunkers Paradise

Recap:

Ken Lee has been involved in sports his entire life.  Golf was something that his granparents got him into.  They played golf together for 40 years and he watched them play as a young child.  Ken loved playing all types of sports and while personally using social media he established contact with Gary Lee from Lakers Nation who had established Bunkers Paradise as a place for used golf clubs reviews.  In 2012, Ken came aboard and changed the direction of Bunkers Paradise to make it an online golfing community and they use social media as a platform to build a strong social media community.

Ken’s vision for Bunkers Paradise was to create an online golfing community for anything and everything golf.  “We live, learn, and love everything golf.”  Any golfer from beginner to pro can connect and interact with us.  They will learn news, the newest golf club releases, and they make it fun.  They also want to help grow and appreciate the game.

Facebook and Twitter work well for Ken Lee to reach customers and clientele.  Ken likes Twitter because there is quick and fast feedback.  Facebook, to Ken, is an avenue to expose people to different articles, fun photos and an opportunity for other golfers to engage with one another.

One tip Ken would give for Facebook is to encourage people to interact with Facebook posts.  If you write an article don’t just submit it, encourage people to discuss the article that you’ve written.  That interaction will give you an opportunity to connect with other golfers.

On Twitter, Ken recommends implementing a strategy and they use it as a gateway for everything.  Use introduction tweets to start discussions and then through the interaction start to develop relationships that can bring people to their Facebook page or to their website.

Social media is the reason why Ken Lee came on board with Bunkers Paradise and he says that it’s been the catalyst for the success of his business.  What people don’t realize is that nowadays, people want instant feedback and any company can do that now.  Anybody can utilize social media in a positive way.

As a result of social media, Bunkers Paradise has been in contact with hundreds of companies including Callaway Golf.  Callaway golf has figured out that social media is huge for the game of golf.  And they have struck up a strong relationship with Callaway through the social media presence Bunkers Paradise has established.

Ken feels he is a good communicator who interacts with people well in the community and people enjoy talking with him and engaging with Bunkers Paradise.  They’re just a bunch of golfers who love this game.  He interacts with people well and has fun while he’s doing it.

Sometimes, in the social media world you can push to fast and sometimes pushing too fast hurts your growth in terms of what you’re trying to accomplish.  Ken’s trying to get Bunkers Paradise too big, too fast and he tends to think he should slow down sometimes and just enjoy the ride.

To Ken, success is different for each individual, but for the most part it’s setting up a goal and it’s not necessarily reaching a goal, but it’s a journey along the way that help people get to that goal.  And whether you have failures or successes along the way, as long as you’re learning the entire time you’ll be successful.  Ken considers himself successful because of the people he works and connects with on a daily basis.

Bunkers Paradise

Bunkers Paradise

Please connect with their Twitter @BunkersPGolf, search for Bunkers Paradise on Facebook and Instagram.  You can also connect with Ken at @GolfingwithLee on Twitter.  They will be giving away some prizes as they reach 6,000 Twitter followers.

Engaging Discussion Questions:

  • What is better to use for businesses, Facebook or Twitter?
  • Do you think moving too fast is a problem for some businesses?
  • How do you know how good a post is when you’re creating a Facebook or Twitter post?

Links to Great Stuff:

  • Bunkers Paradise – Bunkers Paradise is an online community for anything and everything golf.  Ken Lee is the Editor-in-Chief and Director of Social Media for Bunkers Paradise.
  • Callaway Golf – Callaway Golf has figured out the importance of social media.  Visit their website.
  • 19th Hole Media – Although not mentioned in this podcast, I, Zeb Welborn have experienced a lot of success using social media at golf courses here in Southern California and recently started a new website with that goal, 19th Hole Media. Let us show you how we’ve been able to help golf courses grow using social media to build stronger relationships with current golfers and reach out to new golfers.
  • Welborn Media – Located in Chino, CA learn how we can use Internet marketing and social media to reach more customers.

Success Quotes:

  • “Social media has been our forum for success.”
  • “To get people to follow you, you have to tweet things that matter.”
  • “It’s not about quantity, it’s about the quality of the tweets.”

Special Requests:

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Episode 1 – An Introduction to the Defining Success Podcast by Zeb Welborn

Welcome to the Defining Success Podcast with Zeb Welborn. The Defining Success Podcast will be an interview style podcast, but for this episode, learn about Zeb Welborn, the man behind the podcast.

Recap:

This is the introductory episode for The Defining Success Podcast with Zeb Welborn.  My goal with the introductory podcast was to introduce myself to future listeners. . . (aka YOU!)

In 2007, I thought I had become a success.  I achieved everything I wanted to when I was younger, I found a career, got married and bought my first house.  Just two years later I found myself divorced, jobless and living at my parents.

After some time, I found a job tutoring one student in Norco, CA.  I found tutoring to be so fulfilling that I decided to make a business out of it, while at the same time my sister, Lacey was learning to design websites.  She helped design the website for The Tutoring Solution and we never looked back.

Tutoring to me became very fulfilling as I was charged with helping to motivate students who seemed to lack motivation.  In the process of helping students achieve their goals, I became much more aware of my own belief systems and began changing my habits which helped me become more and more successful.

A year after starting the tutoring business, Lacey and I started a new business venture, Welborn Social Media.  An interesting fact, the mother of Nick, the first parent who hired me for tutoring was also the owner of Scrapbook Expo who became our first client.

Lacey and I loved working with business owners, because business owners were some of the most passionate people I have come across . . . and even more so with successful business owners.

It has become my mission to help business owners become successful because I’ve found that business owners are, more often than not, passionate individuals.  They are passionate because they feel they are providing a valuable service to others.  This passion and service to others has made them happier as a result.

As a student, I performed adequately in school.  Mostly A’s and B’s with a few C’s thrown in for good measure, but I mostly just floated through life with no clear direction or purpose.  Becoming a business owner has helped me develop a clearly defined purpose and I am happier as a result.

I want to share that happiness with others.  I want to encourage people who are passionate about something to pursue their dreams.  The road will not be easy, but if it is something you truly desire than nothing can stop you but yourself.

Thank you for listening to the Defining Success Podcast with Zeb Welborn.  If you are passionate, and excited about what you do, please let me know how I can help you.

Engaging Discussion Questions:

  • Define Success . . . Are You Successful?  Why or Why Not?
  • How Are You Sabotaging Your Success?

Links to Great Stuff:

  • The Tutoring Solution – A Fond Farewell from Zeb Welborn – Zeb Welborn passes the reigns of The Tutoring Solution into the very capable hands of Cynthia De La Torre
  • Welborn Media – The Story of Welborn Social Media – The first blog post of Welborn Social Media
  • Scrapbook Expo – Welcome Scrapbookers! – Because of our strong relationship with Scrapbook Expo we’ve been able to work with numerous local and national scrapbooking companies.
  • Mike Jiminez – If you’d like more information on podcasting or podcasting equipment, Mike Jiminez is an excellent resource.  You can email him at slightreturn@gmail.com

Quote of the Episode:

“Looking forward to better things to come.”

Special Requests:

  • Please download, review and subscribe to the Defining Success Podcast on iTunes.
  • Please follow us on Facebook and Twitter.
  • If you are a business owner who wants to unleash the power of the Internet please visit the Welborn Media website.
  • Sign Up for the Defining Success Podcast Newsletter to keep you updated on new episodes, upcoming guests and exciting opportunities.

Special Thank You’s:

  • Mike Jiminez – Thank you for conducting our podcasts and for getting us started.  We’re excited to be working with you for the duration of the podcast.
  • Richard McKinnon – Thank you for adding the intro music to our podcasts.  Thanks for using our services at Welborn Media for your acoustic ceiling removal business, System 1.  And thanks for being a great friend.
  • Brian Roberts – Thank you for the amazing introductory skills you’ve lended to the Defining Success Podcast if anyone out there needs voice work for anything I encourage you to contact Brain.  Brian is also the owner of In-Store Radio which creates a customized radio station for any retail shopping environment.  Please visit In-Store Radio for more information about Brian Roberts.
  • Jennifer Davis – Thank you for hiring me to tutor you son and for hiring my sister and I to jump start our businesses.  Thank you for your guidance and support.  And thank you for being a great friend.
  • Nick Cianflocco – Thank you for the work you put into becoming a better person.  Thank you for giving me the opportunity to work with you.  And thank you for teaching me as much, or more than I taught you.
  • Cindy De La Torre – Thank you for being the most amazing woman a guy could ask for.
  • Lacey Welborn – Thank you for being awesome!
  • Rocky Welborn – Thank you for being a good brother.
  • Annie & Larry Welborn (aka Mom & Dad) – Thank you for being there for your oldest son when he needed you most.
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