Liveblogging the 2014 Agents of Change Digital Marketing Conference


As we did back in 2013, we will be attending and live-blogging the 2014 Agents of Change Conference.

I’ll be this guy:

Come up and say hi.

I will be updating every few minutes, so be sure to refresh away.


Nick Unsworth and Rick Mulready:

  • [4:00p] How do we optimize this strategy to bring earnings up: (1) Identify your ideal customers: (narrow niche, age, gender and FB pages they like), biggest challenges and frustrations, and choose ones that have influence. (2) Differentiate your lead magnet: Know your target market, webinar marketing funnel, referral contest marketing funnel, coupons, phone consultation, what problems do you solve? (3) Ad copy that converts: get attention, offer benefits rather than features, get to the point quickly, tell people what to click (4) Make a sale after opt-in: offset your ad expense, build a buyers list. (5) Connect your ledes. (6) Tracking - Know your math.
  • [3:50p] In the webinar, you add value, solve their biggest problem, offer that and make the sales. Follow up via email, phone, text, advertising and re-marketing. The fortune is in the follow-up. (5) Increase show-up rates: add phone number to registration, text / automated voicemails, 15% to 40% show up rates, and this equals more sales.
  • [3:45p] Example: Put up ad for an event, and put the cool people from the event in the ad. Target to those people so they can see that person will be there. This will convert very well. More than 50% of people who actually see it will opt in. With a lead magnet, provide the ability to get off the page. Make the sale. When they land on the landing page, when they opt in, a selfie-video offers a special offer and give the opportunity to buy now. They offer a bundle worth thousands, but offer it for $100. You can make the sale right after the opt-in.
  • [3:43p] We have never done content and continued status updates.
  • [3:37p]Strategy: One student spent $385 on FB ads and made $4,000 back. Not spending a lot per day. He roles that into his next campaign. BLUEPRINT: Facebook Ads go into a "lead magnet" (free giveaway), which leads into a sale being made, which leads to a webinar, then you follow up and convert. Get them off to Facebook as soon as possible (FB owns that page) and get that email as soon as possible. Build a relationship by autoresponders and a back and forth. Introduce to them your products and services. Invite them to your webinar. Sell directly from the webinar, or offer follow-up sequence.
  • [3:35p] It is important to leverage FB ads to be seen everywhere. Rick is seen everywhere. He had corporate advertising experience and taught himself FB ads.
  • [3:35p] Started by putting $50k into old school ads and saw $280 come back on that. Then he used $10 on FB and repeated, by this strategy they turned into more money, kept returning, kept upping the money into the ads, kept bringing in more money.
  • [3:32p] Talking about FB ads, but you don't need a huge budget.
  • [3:28p] Strategy will help you build email list, create celebrity-like brand, be seen everywhere, create likes, and rapidly increase your income.
  • [3:27p] "Facebook is so powerful that they asked two people to come up and talk about it."

Cynthia Sanchez:

  • [3:22p]Q: How would a NPO use Pinterest to spread awareness of causes instead of products? A: It depends on what the NPO is about. Perhaps bumperstickers, healthy affirmations, quotes, etc. Brand the cause, and put more information about the cause in the description.
  • [3:20p]Q: How do you optimize traffic? A: 200 or so words is optimal, use keyword, don't keyword stuff. Having a little more by way of words uses more of the screen. You CAN put a hyperlink in there, and I do sometimes. Pinterest doesn't lie hashtags. If you use one, use one specific to your business. #aoc2014 makes sense because it is specific and not a word, which trips up Pinterest for some reason. Also, it ensures all of your pictures go to YOUR product, versus someone else's.
  • [3:15p]Q: What are we looking at re: a time commitment on a daily or weekly basis for success? A: You get what you put in, as with everything. Pin multiple times a day. The conversation piece isn't there, though, so you pin and you're out.
  • [3:15p] Even lawyers and insurance providers have Pinterest. Creative content is tied to her pins, and the pins bring traffic back to her site.
  • [3:11p] Pinterest, via Android, can geo-map pins and ask if you want to go to the places you have pinned when you are close to them.
  • [3:08p] Extend customer service via Pinterest: A vet has an account that shows a good example of how to keep people educated about issues facing their pets. They offer additional information via the board. Keep offering name and additional info.
  • [3:06p] Reverse Showrooming: When people go to the store and look for it cheaper online. On Pinterest, people find things on store then go to buy it. At Harvard Business Review, a study showed how it puts people in stores.
  • [3:04p] Pinterest is good for local business.
  • [3:01p] Referral traffic grew 66.5% in one year.
  • [2:59p] Pinterest drives more referral traffic than Twitter, LinkedIn, Reddit, and Google + combined.
  • [2:56p] Myths: Pinterest is just for moms, sharing recipes, fashionistas, women, bored hosewives, time-rich females.
  • [2:55p] Pinterest, playa!


Stephanie Sammons:

  • [2:22p] Q: How do you make the most of groups? A: Actually engage with them. You need to put in the time.
  • [2:22p] Feed your network: Not peas and carrots. Give them what they want. Fries and Shiner Bock.
  • [2:17p]Go big or go home: Like bangs in the 80s. Bangs are big in Texas. Jumbotrons are big in Texas. Vegan nachos are big in Texas. A big profile on LinkedIn gets big results. Spend a day on it. Stephanie plays with her profile all the time. She sees what happens. Embed calls to actions. There were 6 billion people searches in 2012. It is a human search engine. 80% of Stephanie's business comes from LinkedIn. It is your default professional identity online.
  • [2:15p] Tip: Infuse personal identity into professional identity. In headline, summary, interests.
  • [2:18p] It is important to strategically weave piece of yourself into your LinkedIn self. Sallie Krawcheck, big executive, does this well. Her LinkedIn headline says personal things about her - her interests. If you can know someone, you like them, and you can trust them. Krawcheck writes about this stuff on LinkedIn.
  • [2:14p] Stephanie lost her job and then became an entrepreneur, but she is a bunch of other things. She loves Breaking Bad. She loved handstands. She loves little kids who play pin-the-tail on the donkey.
  • [2:13p] What are your personal and professional connection points? Stitch and weave it in to all of your networks.
  • [2:11p] LinkedIn success begins and ends with personal influence.
  • [2:11p] Big Tex died in a fire. RIP Bix Tex.
  • [2:10p] How to build LinkedIn influence Texas-style.

Chris Ducker:

  • [2:00p] Q: How does this apply to brick and mortar? A: You should be blogging from your business' perspective, and from your expertise. Create content people want to consume and answer their questions. If you focus, then the business will come your way. It needs to come from the top.
  • [1:56p] System / Process: Identify your niche, know who you're helping, create great content, build P2P relationships. Monetize your brand.
  • [1:53p] Monetizing your brand builds authority. You must be seen to sell. Don't be the guy who gives stuff away for free forever. You have to make some money. Sooner or later, you have to.
  • [1:53p] Entrepreneurship is a lonely existence. Nothing can substitute being in the presence of like-minded people. He hosts Tropical Thinktank, an event to bring entrepreneurs together to grow and break businesses together.
  • [1:53p] A good example is Pat Flynn, who spends a great deal of time, by Twitter in particular, responding to people directly and knowing them personally.
  • [1:48p] He is using the Amy's Bakery example. Good or bad P2P? Obi.
  • [1:45p] We eat up inspirational content. You are inspired being here at AOC. But we like entertainment as well. Shows a College Humor parody video of Photograph poking fun of Instagram. Got 8 million views. Greg decided to make a video that was funny and entertaining as well.
  • [1:44p] Chris produced a similar one on Virtual Assistants and it similarly got thousands of views.
  • [1:44p] Andrew Warner made an infographic called How Not to Look Ugly on a Webcam, which came from his experience as a webcam interview guy.
  • [1:43p] There are three types of content that work better, get more results, more shares, and more conversation. It's a secret. Figure it out yourself. JK. First, educational, second, inspirational, third, entertaining.
  • [1:41p] Answer: "There is only one Chris Ducker." Thank God. That alone set him apart from all of the other so-called competitors. When you build the business of you, nobody can copy you. It is 100% original.
  • [1:40p] He asked, "How will I be original?" There is a sea of blogs. New blog every 6 seconds. Surely every solution and answer he'd produce has already been produced?
  • [1:39p] He started blogging, then podcasting a few months later. He got a book offer, which has become a best seller. He is here not to boost his own ego, but show us what's possible.
  • [1:38p] Four and a half years ago, he had never written a blog post. He used to call Twitter "The Twitter."
  • [1:37p] Chris is here to talk about personal branding. He is here from halfway across the world.

Rich Brooks:

  • [1:34p] Q: How do you start a video? A: I introduce myself and say what we're doing and get right to it.
  • [1:34p] Use a colon to use a title twice. "Eating a Lobster: How to Use the Lobster Properly." Two titles for the price of one.
  • [1:32p] Mini-skirt rule on video. Long enough to cover topic, but short enough to keep interest. You can use annotations to link a bunch of short videos, though, which maintains various attention levels.
  • [1:30p] People want to know how to do things. That's what they search for. Share that with your larger audience. Our best marketing is our best, most valuable stuff. Success is found by telling all your secrets.
  • [1:28p]Q: Do you use anything fancy to produce video? A: I use ScreenFlow on my Mac for tutorials. Other times I use the video camera on my phone. Note from Knack Factory:We produce video, so please feel free to get in touch about this!
  • [1:27p]Q: Without having a team, how do you get started if you're one person? A: Grow your company by hiring, assistants, PTO, freelancers, contractors. Hire people who do what you don't do well. Also, do keyword analysis and writing good quality content.
  • [1:25p] Do the research. Search research is market research. Make videos. Put out high quality content that speaks to the needs of your audience.
  • [1:25p] How do you get viewers to come to the page? Put links in description, of course, but in annotations, create links that come back to the site. Have a FB page, LinkedIn, Pinterest, Google Plus, and Twitter. Go to Google my Business and see if you already have a business presence.
  • [1:23p] YouTube is the number two search engine in the world. When you search for something, videos come up on top of the web result via YouTube. Make video versions of blog posts with a script. Say those words in the search, as YouTube transcribes and uses those in the search results. Use the keywords in title, in the description, etc. Make sure all your keywords are tagged. Use your company's name in the tags too, so you come up in related media.
  • [1:20p] Rich LOVES Yoast, the Wordpress plugin which helps you walk through all of this.
  • [1:20p] Find the trends via keywords, find out what people are searching for, target based on that, then CREATE CONTENT that also leads to these searches. If people are looking for information about hair loss, make content that leads to that. Then, based on what people are searching for, make sure you touch on that anywhere various tags can go.
  • [1:16p] Don't use keywords, use questions. That said, imagine the key words they come up with. If selling guitar lessons, and looking for keywords in Google, put in possible questions and find potentially specific keyword searches. Throw in the word best as people are searching for "the best." Looking for phrases that make sense, but don't have a lot of competition. Getting harder these days are more are in the business of doing this.
  • [1:15p] Do you provide value? Are you a credible resource?
  • [1:15p] There might be a day when Google doesn't count links. Google is trying to put more searches into context of what is culturally relevant.
  • [1:15p] Google keeps getting smarter and changing the algorithm. We are not keeping up and being smart.
  • [1:13p] Rich has been doing SEO since 1997.
  • [1:13p] The problem is this wouldn't work today. What worked 8 years ago doesn't work today. Sometimes what worked 8 months ago doesn't work.
  • [1:12p] Rich had a weird experience with chopsticks and wrote a blog post about how to use chopsticks. This was 8 years ago. "How to use chopsticks" was the name of the post. It had been top ranked and it has been bringing a bunch of traffic.
  • [1:07p] Rich will be talking about SEO. He came out to Jump Around.

Greg Hickman:

  • [12:00p] Q: How do you build up your text messaging list? Mobile database? A. Create incentive. Send out an offer every week. Do so intelligently. Don't give away everything. Offer a mobile coupon. Offer discount on amount higher than average order. Give 20% off $130 if your average order is $100, and that way, people are also given incentive to spend more than they do on average. Think about average and privileges.
  • [12:00p] Q: You didn't mention QR codes or mobile apps. A: Apps are for loyalists. Those are for raving fans. I don't see the reason for an app as people will find you through mobile. As you build raving fans, create an app that has utility. The apps you use the most solve problems. 80% of apps are used once then never again. Don't use QR codes.
  • [11:59a] Mobile users will do anything and everything desktop users will do if it is made easily possible for them.
  • [11:56a] When you have a webinar, use a mobile reminder. The reminder 15% in advance can bump show up rates 10% - 25%. By using these bumps, you can generate more money.
  • [11:52a] Text messaging is the least sexy, but 90% are opened within three minutes. Text drives a lot of action. Coca Cola spends 70% of mobile marketing budget on text messaging. Use it for loyalty by sending out tips. Send out coupons if you are brick and mortar. Announce a free training and provide a link that goes to your video or webinar.
  • [11:52a] Make all the content snackable. Make a bulletpointed list. Use big subheads. Break out points. Make summary at the end. Break up your content.
  • [11:50a] 65% of all emails are opened via mobile. Look at the emails you send and those you receive. Count words in subject lines. You have 5-9 words, basically, in most browsers. Between there, it will get cut off. Focus on those first 5 words.
  • [11:49a] Make sure NAP (Name Address Phone) all match, and make sure they are all text.
  • [11:44a] 65% went to the business they looked up for locally (when say, looking for a copy shop), 47% looked the store vian a map, 29% bought the product they looked for at the store they gotto.
  • [11:44a] First impressions are key: 46% of users are unlikely to come back if they have a bad mobile experience. This is bad is more than half of browsers are mobile.
  • [11:44a] Make all design amendable to mobile. Ensure your site tapers with the browser. Make it responsive. Not bulletproof, but good! Sites that AREN'T responsive are being penalized in search via Google.
  • [11:42a] Another reference to toilet users. Toilet users everywhere. Confession: I am a toilet user. Apparently, we're all marketing to people using Twitter while pooping.
  • [11:40a] As a business owner, you have no choice about how people share on your behalf.
  • [11:38a] Lots of statistics about how we're all using mobile. 70% of Twitter users go through mobile. 80% of mobile users use during TV. 90% of shares on Twitter come from mobile.
  • [11:36a] Apps can get to 50mm users in a matter of days. For TV, it took 38 years.
  • [11:33a] "Texting and driving is the worst thing ever, so be careful when you're doing that. But it's exploding."
  • [11:29a] We're talking about mobile marketing!

Heather Jackson:

  • [11:24a]Subject lines: 5 ways to cast your flyline better. 3 killer apps you need for your iPhone 6. You need something specific. Look to magazines for inspiration. Where to drink great beer now (and send that at 4 on a Friday) so it gets out to the right time. "Fall Newsletter" is gone. For fall, how about 2 tricks for easier leave pickup? Numbers are good. They spend a second on it. They read the first two words then decide whether to keep reading. Do you want to sell your house in 28 days? versus Real estate news. Funny equals money. A plumber sent out an email about 10 tips to avoid clogging the disposal. It avoided calls on Thanksgiving because they don't want to go out on the holiday, and by giving away the farm, they got calls of support from their client base. Is that the plumber sitting next to grandpa? was their line. Funny.
  • [11:24a] How to get email opened? When you send an email out, people think now, later, or never. We want them to think NOW. We will have good info, have a compelling line, and have likable content. Who is it from? It should be you or your business. What does the end user recognize you as? Put your name comma company name in case people know you, but some just know your business. Increasing open rates is just the start, but are they taking the call to action? Are they clicking through to your site, or doing what you're asking?
  • [11:22a] Video ups click through, as do images, but you need to be careful that it can be read by mobile. A lot of browsers don't allow photos and so you see a text description. In the spot of the default photos, take out their default names, put a call to action to click a link for more photos. In text, have all of your company contact info. Don't imbed in case photos don't go through based on browser preference. Always test on your own mobile phone.
  • [11:16a] What to write about? Put yourself in the end-user position. What could you help them with to save them from doing tasks? What do we know that they don't? How can we help them avoid mistakes? Get people to know, like and trust you by giving to them what you have access to that they don't. Ex. Immigration lawyer knew that new immigration law was going to affect local hospitality businesses. She took it and translated it to everyday language so they could see and understand that. Give away the farm. Give people your best advice. Show them that you know what they're talking about. Be the expert. Put yourself in the mindset of the end-user. Sign maker let the list know what process from a city level what they have to go through to get a sign up.
  • [11:15a] A call to action that Snickers employed, where they suggested "buy a couple snickers" versus just buy one, showed a 200% return in sales. We respond to specific calls to action.
  • [11:12a] "Click here to visit our site" or "schedule an appointment" or "share on Facebook if you like it." We need an actual call to action. That's what resonates with us, not something general like, "Click for more information."
  • [11:12a] Make branding consistent by building a template that matches your website.
  • [11:11a] People listen to you / read your email when they know they can trust you. First, you need to look good. Otherwise, you lose that trust.
  • [11:11a] You own your content, you own your page, and you own your email list. You don't own FB because you are renting space.
  • [11:11a] Asks presenters if they use email and if it is valuable to them. All do.
  • [11:10a] If you are marketing and not measuring, it is not effective because you don't know.

John Lee Dumas

  • [11:04a]Q: What are some ideas for podcast sponsorship? A: This is why niche is important. When your content is targeted, and when your audience grows around that, it makes it easier to attract specific sponsors. Give a free sponsorship to show them the traffic they can get. It gives the podcast legitimacy with the sponsor, and it shows the sponsor what can happen with sponsorship so you can later work out a paying sponsor agreement. His podcast gets $1,000 per sponsor, 2 sponsors per episode, which comes out to $60,00o/mo. in sponsorship money alone.
  • [11:02a]Q: This is about focus. I have hundreds of ideas, but how to I focus those? How do you know what to move forward with and what to put aside without feeling bummed out about that. A: You talk to a lot of entrepreneurs and you see these people are people with lots of ideas. Favorite acronym: Follow One Course Until Success. Without focus, you get taken down by Weapons of Mass Distraction. 80% of desired outcomes come from just 20% of your actions. If you can drill in to that 20% that works for you, keep drilling down until you are absolutely focuses. Figure out where your revenue is coming from and focus on that.
  • [11:00a] With webinars, even if it is not for that audience, make sure it is valuable so even people who walk away from it feel like it is of import and maybe they want to get involved early.
  • [10:57a]Q: How did you start creating the avatar? A: People ask if it is okay to be your own avatar? Yes. John WAS his avatar at one point, and that's where he came from. It's okay if it starts being you. But once you launch, you STOP being your business because you are something different. Your avatar is no long you. Keep adjusting it.
  • [10:55a] Opened Podcasters paradise out of that proof of concept. They now have 1,400 members and generated $1.2 million in sales.
  • [10:52a] Google Hangouts makes it easy to hose webinars, same with a live Webinar. Get people to the webinar, look them in the eye, and give the audience what it was they asked for. Give them the solutions they're asking for. He creates it for them by asking the audience to vote with their dollars by investing into creating the community. Webinars build trust and remove barriers. This created proof of concept.
  • [10:51a] Now that you asked those questions, figure out the solutions to offer to the audience.
  • [10:50a] If you try to resonate with everyone, you will resonate with no one.
  • [10:47a] It is important to create one perfect avatar - the ideal customer - this way, you don't waste time on everyone. John has a really thorough, detailed Avatar. A man with a family, drives to work every day, specific drive, listens to podcasts alone, he is wondering why he is still at work and thinks about something else, another plan. He is a listener to John's podcast because he is looking to other folks' experience and a-ha moments.
  • [10:45a] The iPhone comes with a native Podcast link, which can't be removed. Everyone who has an iPhone is a potential listener, plus everybody else who seeks out podcasts.
  • [10:45a] John offers a free book giveaway to the audience featuring a link on his site. Smooth move.
  • [10:41a]Create social credibility: A mentor told John to go to conferences, be in the front row, and ask questions, create a community, and find people to interview for an upcoming podcast. Using the people he learned / who agreed, he was able to ask other people to participate. This allowed him to build what he did.
  • [10:40a] With no experience, John launched his podcast. Over 700 episodes later, he has been featured in Time, Inc., Forbes, and has developed a community.
  • [10:39a] This is about how you can augment an audience and sell a product.
  • [10:37a] John points out that he is the only native Maine speaker.

Nathan Latka:

  • [10:04a]Q: "Not a question, but you started at 5:30 in the morning, but it didn't occur to me until your bathroom commentary what you might have been doing." Pooping.
  • [10:03a] Stalk fans to figure out what they want. Even if it is one fan and you find out, ideally, there is a snowball effect. If you get that one fan to enter, they become the marketing force for you.
  • [10:02a]Q: Are those campaign examples standard Facebook formatting? A: There is no standard. All examples from an app, which he doesn't think are going away. The set up was optimal for catching email addresses.
  • [10:00a]Q: With no tabs on mobile, how are you making context tabs on mobile work? A: When you click the smart URL, it is activating a mobile responsive website.
  • [10:00a] Own an asset which is usable no matter which stream is most important. Cultivate a list always, always.
  • [9:55a] Give away excess products, old models, etc. Sawdust at the sawmill.
  • [9:54a] Don't give away products you are trying to sell. This cheapens your products.
  • [9:53a] Use one link, a smart URL, so you can track behavior.
  • [9:52a] 53% of FB users are using mobile so if there is no mobile version, you lose those folks. These are the toilet users - people who use mobile in the morning while sitting on the toilet. DON'T LOSE THE TOILET LEADS.
  • [9:50a] Brand trust: Do not jam up the instructions and info with too much other information. Brand by using your photo in it.
  • [9:45a] Do not distract. On FB, on average, there are 130 things someone could click. You need to create urgency so people feel like they NEED to participate now. 7 days is the time they have tested and seems optimal. Make it easy to enter via email. Continue to engage. Hit them with a follow-up after they are engaged by encourage them to increase their odds.
  • [9:45a] Contests on FB should be targeted. You should have give-aways that emotionally target your brand. Everyone wants an iPad, right? So everyone will sign up. Use a give-away that makes sense in the context of your brand.
  • [9:42a] Ah, okay. Now I got it. Nate will be telling us how to double our list and drive paying customers from FB.
  • [9:40a] He started calling NPO Executives and told them they really needed some fan page tabs if they wanted to be "real executives."
  • [9:35a] Nathan became nervous that he was not going to find a job after graduating, so he wanted something he could sell.

Pat Flynn:

  • [9:32a] It takes hard work to build an audience, and it takes a lot of time. You'll want to quit, but you need to keep going.
  • [9:29a] Q: How much is too personal? A: Do what makes the most sense for you and what you're most comfortable with.
  • [9:26a] Q: Is there a limit to what you should show behind the scenes? A: Sure, remember to focus first and foremost on why people are there. Don't distract too much from why they are coming to you, but offer enough to make them feel engaged.
  • [9:24a] Q: What do you do to keep me motivated? A: People I surround myself help motivate me. Understanding why I do what I do is also important. It is easy to forget when bogged down. I do it for my kids, and I want to be around them as much as possible. Some people who I looked up to but don't talk to, their brands inspire me.
  • [9:23a]Q: Regardless of the size of audience, what happens if you are not getting a response from these approaches? A: Reach out to single individuals through your email list. Ask them if they're happy. What can we do to make things better? That little nice interaction - a surprise - is huge and they tell their friends. Recommendations from friends are stronger than yours.
  • [9:21a]Q: Have you ever had too raving a fan? A: One time a drunk guy was too zealous, but not really.
  • [9:18a] Q: Is there a particular media that works best for you when engaging your audience? A: Pat had a blog, then started a Podcast. He asked his audience this and 20% of people find him through his Podcast, where he also says people feel more familiar with him.
  • [9:14a]Create magical moments to be memorable. Flynn does this literally by doing magic. There are a lot of different ways to do it without being literal. There are different ways to make change in a person's life - to make magic. Ask yourself: How can you make magic for your audience?
  • [9:10a]The Factory Tour: Share the process of making whatever you make. Give the audience an opportunity to experience the factory tour so that they feel involved. Make Events: Give people something to talk about, something to look forward to, create anticipation, give an experience to remember, get the audience involved by referring to / back to the events. Pat's wife April became obsessed with the Backstreet Boys by anticipating the context 7 months out. You can have Google Hangouts for live Q+As. At a conference, Pat had an event at a pizza place, and someone who came pointed out he didn't come out for him, she came to see everyone else at the event. The rationale for showing up is different for each member.
  • [9:02a] Rather than asking questions, ask for the answer. We blurt out the answer while watching game shows alone because we love to know we know the answer. So when we ask for the answer, we give people the opportunity to give that and feel engaged. (1) Steve Spangler had success engaging his YouTube channel by making experiments and then asking the audience what they think happened. (2) Ask the community for an answer: Lego CUUSOO asks the community for ideas about sets to build, and they make the winners. Pat asks via Facebook: "Do you like A or B" and there are thousands of answers. We might know these answers, but it gives the audience an opportunity to feel involved.
  • [8:59a] World of Warcraft and Angry Birds are great examples of how to activate audiences and move them up the pyramid: Offer a small, quick win up front to get them hooked. What can you give to your audience to offer the same? We want to change lives with what we do, but we should start but changing their day first.
  • [8:55a] Pat just hit 10 million downloads on his podcast.
  • [8:54a] To move the Casual Audience to the Active Audience: (1) Use the same language as your audience. (2) Definite the problem better than your target audience / customers by better understanding who they are and what they are looking for. (3) The Backstreet Boys resonated with Quit Playing Games With My Heart because they wrote a song about heartbreak and put it into teenage vernacular. (4) Put some of you in your brand. He puts interesting facts about himself in all of his podcasts, which resonates with his Casual Audience and turns them into Active Audience members.
  • [8:49a] Creating Raving Fans does not happen over time. They're created by the moments you create for them over time.
  • [8:45a]Affinity Pyramid (different levels of fandom): Base is made up of Casual Audience (people casually aware), next level above is made up of Active Audience (subscribers, people who know you're around and are partly bought in), next level above is the Connected Community (people who identify with your brand, and you identify with them - this is where culture fits into the brand like Beliebers, Smilies, Trekkies, Twihearts), then at the top are the Raving Fans).
  • [8:45a] Raving fans are those who market for you on your behalf. They defend from trolls and haters. They would cry if you went away because part of themselves would be missing.
  • [8:42a] How to turn casual users / audience members into huge fans.
  • [8:40a] Off to a good start by coming on stage to Power of Love.

It begins:

  • [837a] Rich nods to Jimmy Fallon. Funny jabs at the iPhone fitting the contour of his ass, and the Press  Herald pay wall.
  • [836a] A "Susan Collins is the Queen of Maine" Maine Meme made it into the introductory slides.
  • [832a] Rich is nervous. Wifi is UMSGuest. There is a contest for Maine Brew Bus Tour tickets.


  • [8:08a] I wrote a short profile on Rich and the 2013 AOC for my Bangor Daily News blog last year.
  • [8:00a] Here. Bob Marley is playing and coffee is flowing. Rich Brooks is wearing a suit for some reason.
  • [6:46a] Donuts consumed. Time to get on the road.