How to Attract the Influence of Celebrities to Your Digital Content

Using Google+ Hangouts on AirThursday, October 24, 2013

Who is Social Sparkle & ShineSocial Sparkle & Shine, Debbie HorovitchProducer | Consultant | Professional Speaker | Author | Media Resourcehttp://theSparkleAgency.com Toronto Advertising Career Professional Since 1993

Specializing In: •Google+ Hangouts on Air Producing & Consulting• How to Attract the Influence of Celebrities & Key Influencers to

Your Online Content - Using Google+ Hangouts on Air•Digital Innovations:• Digital Gift Bags < replaces real-life event gift bags & can go

“extreme” in size; provides completely measurable ROI of low-cost, low-effort, high-value event activity

• G+ HoA Affiliate Broadcast Network Strategy < builds audience (YouTube video views!), for your G+ HoA programming fast!

Niche: Native Media Organizations, Events, Experience

Will Weinraub - LiveNinja.com CEO & co-founder

Guy Kawasaki & Shawn WelchAPE: Author, Publisher, Entrepreneur –

How to Publish a Book

Chris Guillebeau The $100 Startup

Dorie Clark – Forbes.com & Harvard Business Review

Mike Michalowicz – MSNBC Business “Fixer” & Author The Pumpkin Plan

Benefits

• Social Proof: Celebrities & influencers will be more open to you when they see their peers on your content

• Google SEO efforts & Google Adwords (SEM) campaigns are more effective & require less $$ to achieve the same leads

• Much easier and lower cost than most other forms of social media, blogging, video marketing, etc.

#SCANDALspin Aftershow

• Creates conversational programming for an existing enthusiastic audience

• #SCANDAL tweets & conversation are embedded on-screen TV by ABC & CityTV, live conversation is most active during first-run episodes & immediately following

#SCANDALspin Aftershow

• Initial notes – brainstorming details & links

• Pitch overview doc• Timing• Contact links• Episode outlines• Social setup – FB & G+ event pages• Casting weekly experts as hosts

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G+ HoA Producers’ Training• Live training beginning November, 2013– Personal assessment of G+ HoA

programming to meet biz objectives– 6 weeks of step-by-step training calls,

recorded for later review– 24/7/365 G+ HoA Mastermind Group– Your Hangout promoted & possibly

featured in my book– $297 Beta; $197 TONIGHT

1 – Dream Big, Start Small

• Think about the group of people you most want to help, prioritize– (September) wanted to help everyone!–Multi-format & weekly show planned

• Propose multiple categories, but channel energies to subjects where successful– Focusing efforts on #SparkleSOS Book

Authors & Publishers, monthly show

2 – Expect to Iterate

• A refined process grows your audience• Expect to start off crappy– Execute & iterate to work out the kinks– Started with QSR / resto: not good tech– Tried “Hangouts” Hangout: NOT good– Tried “Twitter” Hangout: so/so

attendees– Have been beating to pulp #SparkleSOS

tweetchat, still working to work

3 – Pre & Taping Promotions

• Twitter is a much more known network– Pre - promotion & connection with

likely interested people / biz orgs– During - Interns assigned to:• tweet out live quotes on

#SparkleSOS hashtag• ask live audience Q’s on HoA

– Leverage “newness” of G+ & HoA

4 – Creating Audience

• Like TV, most audience comes AFTER live taping event–Optimize video with keywords / SEO– Introduce speakers & guests before

“live” taping begins– Select 10 people (including hosts &

special guests), for ON Hangout video who are most excited & connected

5 – Share Video w/Open Mind

6 – Optimize the Video

• Send celebrity Hangouts video to other celebrities & ask them to participate– Dorie Clark (HBR / Forbes writer)

joined us on Chris Guillebeau early–Mike Michalowicz said “yes” to guest

spot, day before Guy Kawasaki live– Keyword, category, links

7 – Post Taping Marketing

• Share your video– In gmail/email to potentially

interested audience / fans of subject– Provide everyone on the Hangout with

live YouTube embed code & invite to post to their own communities

– “Celebrity” guests likely to post to their own blogs / communities

8 – Follow Up, Ass Kisser!

• Follow up w/link in email to participants– Share video with their email list– Ask for a review quote of the show– Invite them back to the panel– Ask if they know anyone else who

would be a fit for the show– Review their book; drop in link

to video of Hangout

9 – Leverage the Opportunity

• Google+ Hangouts on Air are NEW to most people– You’re likely 1st asking for G+ HoA– Teaching the experts something new – Now:• Sheblogs LINK Toronto October 2013• Catersource Event Industry Conference in

Las Vegas March 2014• Live G+ HoA Producers’ Training Oct 13• G+ HoA Book Proposal Oct-Dec 13

10 – Repeat the Process

Even SM “Wastelands”…

Connect With #SparkleDebbie Horovitch

http://theSparkleAgency.comDebbie.horovitch@gmail.com

416-553-2157

UX/IA Partners 26Mondays