Evan Carmichael Evan Carmichael believe this guy is a force of nature he is a
this guy is a force of nature he is a
this guy is a force of nature he is a nuclear-powered professional he’s flown
nuclear-powered professional he’s flown
nuclear-powered professional he’s flown from Toronto and you probably think that
from Toronto and you probably think that
from Toronto and you probably think that he is here to speak about social media
he is here to speak about social media
he is here to speak about social media and you’re wrong he is here to dance
and you’re wrong he is here to dance
and you’re wrong he is here to dance salsa he really is and he invited me out
salsa he really is and he invited me out
salsa he really is and he invited me out tonight to dance salsa but i expect that
tonight to dance salsa but i expect that
tonight to dance salsa but i expect that we’re going to have separate partners
we’re going to have separate partners
we’re going to have separate partners right ninety-five percent of businesses
right ninety-five percent of businesses
right ninety-five percent of businesses should not be spending money on social
should not be spending money on social
should not be spending money on social media advertising let me say it again
media advertising let me say it again
media advertising let me say it again ninety-five percent of you guys should
ninety-five percent of you guys should
ninety-five percent of you guys should not be spending any money on your social
not be spending any money on your social
not be spending any money on your social media campaigns on the advertising side
media campaigns on the advertising side
media campaigns on the advertising side the problem is advertising improves
the problem is advertising improves
the problem is advertising improves already existing successful campaigns
already existing successful campaigns
already existing successful campaigns and the problem is your current
and the problem is your current
and the problem is your current campaigns aren’t good enough the current
campaigns aren’t good enough the current
campaigns aren’t good enough the current campaign suck and so throwing
campaign suck and so throwing
campaign suck and so throwing advertising dollars on top of it is not
advertising dollars on top of it is not
advertising dollars on top of it is not going to help you I like to think of
going to help you I like to think of
going to help you I like to think of campaigns as franchises so if you’re
campaigns as franchises so if you’re
campaigns as franchises so if you’re going to start a restaurant and you want
going to start a restaurant and you want
going to start a restaurant and you want to franchise it out you have to have one
to franchise it out you have to have one
to franchise it out you have to have one location be successful first right you
location be successful first right you
location be successful first right you can’t franchise if you’re one location
can’t franchise if you’re one location
can’t franchise if you’re one location doesn’t work I like to think of it as a
doesn’t work I like to think of it as a
doesn’t work I like to think of it as a fire so you’re successful social media
fire so you’re successful social media
fire so you’re successful social media campaign is your fire and advertising is
campaign is your fire and advertising is
campaign is your fire and advertising is the gasoline on top of it advertising
the gasoline on top of it advertising
the gasoline on top of it advertising can make your campaign explode it can
can make your campaign explode it can
can make your campaign explode it can make it go to new heights but you have
make it go to new heights but you have
make it go to new heights but you have to have the fire if you pour gasoline on
to have the fire if you pour gasoline on
to have the fire if you pour gasoline on nothing you’re not going to get a huge
nothing you’re not going to get a huge
nothing you’re not going to get a huge spark right you need to have the fire
spark right you need to have the fire
spark right you need to have the fire and that’s having a quality social media
and that’s having a quality social media
and that’s having a quality social media campaign your campaigns aren’t good
campaign your campaigns aren’t good
campaign your campaigns aren’t good enough yet I also believe that you can
enough yet I also believe that you can
enough yet I also believe that you can build a huge fire you can build a forest
build a huge fire you can build a forest
build a huge fire you can build a forest fire without any advertising just by
fire without any advertising just by
fire without any advertising just by having a really good quality campaign
having a really good quality campaign
having a really good quality campaign something that you can be proud of
something that you can be proud of
something that you can be proud of something that you believe in
something that you believe in
something that you believe in if the conditions are there if you’re
if the conditions are there if you’re
if the conditions are there if you’re standing for something important you
standing for something important you
standing for something important you don’t even need the advertising to help
don’t even need the advertising to help
don’t even need the advertising to help you grow this hopefully is not you today
you grow this hopefully is not you today
you grow this hopefully is not you today during my presentation this is most of
during my presentation this is most of
during my presentation this is most of your campaigns they’re boring they put
your campaigns they’re boring they put
your campaigns they’re boring they put people to sleep they suck that’s most of
people to sleep they suck that’s most of
people to sleep they suck that’s most of your campaigns that’s ninety five
your campaigns that’s ninety five
your campaigns that’s ninety five percent of the campaign’s out there they
percent of the campaign’s out there they
percent of the campaign’s out there they suck think about what you’re putting out
suck think about what you’re putting out
suck think about what you’re putting out there are you actually proud of it is
there are you actually proud of it is
there are you actually proud of it is there any feeling behind it would you
there any feeling behind it would you
there any feeling behind it would you retweet your tweets if it wasn’t you if
retweet your tweets if it wasn’t you if
retweet your tweets if it wasn’t you if it wasn’t your company would you share
it wasn’t your company would you share
it wasn’t your company would you share this stuff probably not and that’s the
this stuff probably not and that’s the
this stuff probably not and that’s the problem that’s the problem with your
problem that’s the problem with your
problem that’s the problem with your campaigns right now you throw
campaigns right now you throw
campaigns right now you throw advertising on top of this nothing’s
advertising on top of this nothing’s
advertising on top of this nothing’s going to happen you have to make your
going to happen you have to make your
going to happen you have to make your campaigns better the key thing to think
campaigns better the key thing to think
campaigns better the key thing to think about is how many people are actually
about is how many people are actually
about is how many people are actually sharing your stuff whatever you put up
sharing your stuff whatever you put up
sharing your stuff whatever you put up right now you have a little bit of a
right now you have a little bit of a
right now you have a little bit of a following Twitter Facebook whatever your
following Twitter Facebook whatever your
following Twitter Facebook whatever your use and you have a little bit of a
use and you have a little bit of a
use and you have a little bit of a following our people actually sharing
following our people actually sharing
following our people actually sharing your stuff even though you have a small
your stuff even though you have a small
your stuff even though you have a small sample size do they care enough to share
sample size do they care enough to share
sample size do they care enough to share it because if they don’t throw in
it because if they don’t throw in
it because if they don’t throw in advertising dollars is not going to do
advertising dollars is not going to do
advertising dollars is not going to do anything for you you have to produce
anything for you you have to produce
anything for you you have to produce something that you are proud of this is
something that you are proud of this is
something that you are proud of this is an example of a video i launched a month
an example of a video i launched a month
an example of a video i launched a month ago the slides a couple days old in one
ago the slides a couple days old in one
ago the slides a couple days old in one month we meet this video we put it live
month we meet this video we put it live
month we meet this video we put it live on youtube it now has almost 160,000
on youtube it now has almost 160,000
on youtube it now has almost 160,000 views it has what 2,000 thumbs ups
views it has what 2,000 thumbs ups
views it has what 2,000 thumbs ups 200-plus comments I did zero advertising
200-plus comments I did zero advertising
200-plus comments I did zero advertising for this zero advertising it took off
for this zero advertising it took off
for this zero advertising it took off because it’s a really good campaign you
because it’s a really good campaign you
because it’s a really good campaign you watch this video and for those of you
watch this video and for those of you
watch this video and for those of you who are sitting on my Thursday chefs
who are sitting on my Thursday chefs
who are sitting on my Thursday chefs session I’m going to plane this video
session I’m going to plane this video
session I’m going to plane this video live you watch this video and you feel
live you watch this video and you feel
live you watch this video and you feel something and that makes you want to
something and that makes you want to
something and that makes you want to share it your campaigns have to be this
share it your campaigns have to be this
share it your campaigns have to be this good they have to be something that when
good they have to be something that when
good they have to be something that when people see it they want to share it I
people see it they want to share it I
people see it they want to share it I could throw advertising dollars on top
could throw advertising dollars on top
could throw advertising dollars on top of this I make it explode but it’s
of this I make it explode but it’s
of this I make it explode but it’s already trending pretty well right now I
already trending pretty well right now I
already trending pretty well right now I come from the school where money is
come from the school where money is
come from the school where money is important okay i’m the founder of my own
important okay i’m the founder of my own
important okay i’m the founder of my own business my very first company i was 19
business my very first company i was 19
business my very first company i was 19 years old to software com
years old to software com
years old to software com honey I was struggling to make anything
honey I was struggling to make anything
honey I was struggling to make anything i was making three hundred dollars Oh a
i was making three hundred dollars Oh a
i was making three hundred dollars Oh a month three hundred dollars american
month three hundred dollars american
month three hundred dollars american dollars per month that’s what i was
dollars per month that’s what i was
dollars per month that’s what i was pulling out you can’t survive on that
pulling out you can’t survive on that
pulling out you can’t survive on that right i was eating beans for lunch every
right i was eating beans for lunch every
right i was eating beans for lunch every day to make my company grow money is
day to make my company grow money is
day to make my company grow money is important when i invest dollars in
important when i invest dollars in
important when i invest dollars in something that has to work if you come
something that has to work if you come
something that has to work if you come from the school where you have tons of
from the school where you have tons of
from the school where you have tons of budget you got you know some big partner
budget you got you know some big partner
budget you got you know some big partner supporting you you have lots of money to
supporting you you have lots of money to
supporting you you have lots of money to spend on advertising and go for it but
spend on advertising and go for it but
spend on advertising and go for it but if you come from the school where money
if you come from the school where money
if you come from the school where money is really tight when you invest
is really tight when you invest
is really tight when you invest something it has to work then your
something it has to work then your
something it has to work then your dollars especially at the beginning are
dollars especially at the beginning are
dollars especially at the beginning are better spent creating an amazing
better spent creating an amazing
better spent creating an amazing campaign something that means something
campaign something that means something
campaign something that means something instead of advertising martin luther
instead of advertising martin luther
instead of advertising martin luther king he got 250,000 people to come to
king he got 250,000 people to come to
king he got 250,000 people to come to Washington DC with him in 1963 to talk
Washington DC with him in 1963 to talk
Washington DC with him in 1963 to talk about equal rights for black people in
about equal rights for black people in
about equal rights for black people in America 250,000 people how did he do
America 250,000 people how did he do
America 250,000 people how did he do that he didn’t have a Twitter account he
that he didn’t have a Twitter account he
that he didn’t have a Twitter account he didn’t have a newsletter he wasn’t
didn’t have a newsletter he wasn’t
didn’t have a newsletter he wasn’t posting blogs there was no YouTube and
posting blogs there was no YouTube and
posting blogs there was no YouTube and yet 250,000 people came out to see him
yet 250,000 people came out to see him
yet 250,000 people came out to see him speak why because he had an important
speak why because he had an important
speak why because he had an important message because he stood for something
message because he stood for something
message because he stood for something because when you listen to him speak it
because when you listen to him speak it
because when you listen to him speak it made you feel something and this is
made you feel something and this is
made you feel something and this is what’s missing in all of your campaigns
what’s missing in all of your campaigns
what’s missing in all of your campaigns people don’t feel anything reading your
people don’t feel anything reading your
people don’t feel anything reading your tweets about a promotional coupon you
tweets about a promotional coupon you
tweets about a promotional coupon you have or the latest blog post you wrote
have or the latest blog post you wrote
have or the latest blog post you wrote they don’t care you have to make them
they don’t care you have to make them
they don’t care you have to make them feel something and that comes from you
feel something and that comes from you
feel something and that comes from you staining for something important when
staining for something important when
staining for something important when you figure that out then you can create
you figure that out then you can create
you figure that out then you can create a great campaign and then you can throw
a great campaign and then you can throw
a great campaign and then you can throw advertising on top of it and it’ll
advertising on top of it and it’ll
advertising on top of it and it’ll explode on you but this is a step that
explode on you but this is a step that
explode on you but this is a step that you’re all missing this is just that
you’re all missing this is just that
you’re all missing this is just that most people are missing you’re just
most people are missing you’re just
most people are missing you’re just spamming stuff out there you have to
spamming stuff out there you have to
spamming stuff out there you have to stand for something important so what
stand for something important so what
stand for something important so what are you staying for what I want to do is
are you staying for what I want to do is
are you staying for what I want to do is have you guys pick one word one word
have you guys pick one word one word
have you guys pick one word one word that defines who you are you have your
that defines who you are you have your
that defines who you are you have your one word biography this is what you
one word biography this is what you
one word biography this is what you staying for this is the positive change
staying for this is the positive change
staying for this is the positive change that you want to make in the world one
that you want to make in the world one
that you want to make in the world one word and when you figure out what that
word and when you figure out what that
word and when you figure out what that one word is that becomes a theme for
one word is that becomes a theme for
one word is that becomes a theme for your entire social media campaign I’m
your entire social media campaign I’m
your entire social media campaign I’m going to give you some examples
going to give you some examples
going to give you some examples Martin Luther King stood for quality
Martin Luther King stood for quality
Martin Luther King stood for quality right and the people who have a lot of
right and the people who have a lot of
right and the people who have a lot of success you can you can sum them up in
success you can you can sum them up in
success you can you can sum them up in one word because it’s easy to spread
one word because it’s easy to spread
one word because it’s easy to spread their message Nelson Mandela stood for
their message Nelson Mandela stood for
their message Nelson Mandela stood for freedom Oprah Winfrey heart Steve Jobs
freedom Oprah Winfrey heart Steve Jobs
freedom Oprah Winfrey heart Steve Jobs innovation you guys all know him this
innovation you guys all know him this
innovation you guys all know him this guy is incredible he is a consummate
guy is incredible he is a consummate
guy is incredible he is a consummate entertainer I’m belief and for me this
entertainer I’m belief and for me this
entertainer I’m belief and for me this isn’t a marketing thing okay this isn’t
isn’t a marketing thing okay this isn’t
isn’t a marketing thing okay this isn’t coming up with a marketing slogan for
coming up with a marketing slogan for
coming up with a marketing slogan for your company this is a personal
your company this is a personal
your company this is a personal positioning statement this is your
positioning statement this is your
positioning statement this is your personal branding everything I do is
personal branding everything I do is
personal branding everything I do is about believe this isn’t just what I’m
about believe this isn’t just what I’m
about believe this isn’t just what I’m positioning myself as a company I
positioning myself as a company I
positioning myself as a company I believe in entrepreneurs I can’t help
believe in entrepreneurs I can’t help
believe in entrepreneurs I can’t help but it’s Who I am and so whatever
but it’s Who I am and so whatever
but it’s Who I am and so whatever company i bring it to whatever social
company i bring it to whatever social
company i bring it to whatever social media campaign i launch has to
media campaign i launch has to
media campaign i launch has to incorporate believe and i sell a lot of
incorporate believe and i sell a lot of
incorporate believe and i sell a lot of programs and seminars and worksheets and
programs and seminars and worksheets and
programs and seminars and worksheets and advertising and sponsorships but if you
advertising and sponsorships but if you
advertising and sponsorships but if you read my twitter and facebook and all the
read my twitter and facebook and all the
read my twitter and facebook and all the social media channels it’s never a pitch
social media channels it’s never a pitch
social media channels it’s never a pitch because you have to get people to feel
because you have to get people to feel
because you have to get people to feel something before they’re going to take
something before they’re going to take
something before they’re going to take action if they don’t feel anything with
action if they don’t feel anything with
action if they don’t feel anything with your business and what you’re putting
your business and what you’re putting
your business and what you’re putting out there you’re not going to get any
out there you’re not going to get any
out there you’re not going to get any results you can be sitting there saying
results you can be sitting there saying
results you can be sitting there saying why aren’t people sharing this stuff
why aren’t people sharing this stuff
why aren’t people sharing this stuff this is going to be right now the most
this is going to be right now the most
this is going to be right now the most important exercise that you ever do with
important exercise that you ever do with
important exercise that you ever do with your business we’re going to find your
your business we’re going to find your
your business we’re going to find your one word today right now there is one
one word today right now there is one
one word today right now there is one word that strings together your entire
word that strings together your entire
word that strings together your entire life okay think about the books that you
life okay think about the books that you
life okay think about the books that you like to read your friends the people who
like to read your friends the people who
like to read your friends the people who are in your life where you enjoy their
are in your life where you enjoy their
are in your life where you enjoy their company the movies you like to watch the
company the movies you like to watch the
company the movies you like to watch the songs you listen to the company’s you’ve
songs you listen to the company’s you’ve
songs you listen to the company’s you’ve worked at or found that the jobs you’ve
worked at or found that the jobs you’ve
worked at or found that the jobs you’ve had the quotes you like to read the art
had the quotes you like to read the art
had the quotes you like to read the art you like to look at and consume there is
you like to look at and consume there is
you like to look at and consume there is one word that strings them all together
one word that strings them all together
one word that strings them all together you have to figure that out for me it’s
you have to figure that out for me it’s
you have to figure that out for me it’s belief I read books that are about
belief I read books that are about
belief I read books that are about believe I like reading books about
believe I like reading books about
believe I like reading books about people who have come from nothing and
people who have come from nothing and
people who have come from nothing and become something they overcame huge odds
become something they overcame huge odds
become something they overcame huge odds the friends that I have believed and
the friends that I have believed and
the friends that I have believed and believe the movies that i watch are
believe the movies that i watch are
believe the movies that i watch are about believe you know my favorite movie
about believe you know my favorite movie
about believe you know my favorite movie I like the jobs movie you guys have seen
I like the jobs movie you guys have seen
I like the jobs movie you guys have seen jobs it’s a great movie you haven’t go
jobs it’s a great movie you haven’t go
jobs it’s a great movie you haven’t go check it out I like Seabiscuit you guys
check it out I like Seabiscuit you guys
check it out I like Seabiscuit you guys know Seabiscuit me what the horse why
know Seabiscuit me what the horse why
know Seabiscuit me what the horse why has nothing to the entrepreneurship has
has nothing to the entrepreneurship has
has nothing to the entrepreneurship has nothing to do with business what I would
nothing to do with business what I would
nothing to do with business what I would like this movie so much because is about
like this movie so much because is about
like this movie so much because is about the little guy you know like the horse
the little guy you know like the horse
the little guy you know like the horse everybody gave up on and he made it
everybody gave up on and he made it
everybody gave up on and he made it through all that the struggles and in
through all that the struggles and in
through all that the struggles and in the the pain he made it the company’s I
the the pain he made it the company’s I
the the pain he made it the company’s I founded the quotes are like the read are
founded the quotes are like the read are
founded the quotes are like the read are all about belief so i challenge you
all about belief so i challenge you
all about belief so i challenge you today to think about what that one word
today to think about what that one word
today to think about what that one word is in your life and we’re throwing up a
is in your life and we’re throwing up a
is in your life and we’re throwing up a new hashtag hashtag ms MW the number one
new hashtag hashtag ms MW the number one
new hashtag hashtag ms MW the number one word I want you to put it up right now
word I want you to put it up right now
word I want you to put it up right now so you can see what people are doing I
so you can see what people are doing I
so you can see what people are doing I can’t see it on the screen but I see a
can’t see it on the screen but I see a
can’t see it on the screen but I see a few passion can’t read it I need to work
few passion can’t read it I need to work
few passion can’t read it I need to work on my glasses I need to get some better
on my glasses I need to get some better
on my glasses I need to get some better vision I want you to put it up there
vision I want you to put it up there
vision I want you to put it up there right now though guys this is important
right now though guys this is important
right now though guys this is important this becomes a foundation for all of our
this becomes a foundation for all of our
this becomes a foundation for all of our social media campaigns for everything
social media campaigns for everything
social media campaigns for everything you do in business it’s not just social
you do in business it’s not just social
you do in business it’s not just social media your company has to stand
media your company has to stand
media your company has to stand something saying for something that has
something saying for something that has
something saying for something that has to make people feel you have to get
to make people feel you have to get
to make people feel you have to get people to feel something to have an
people to feel something to have an
people to feel something to have an emotional connection to your brand
emotional connection to your brand
emotional connection to your brand before they’re going to take any action
before they’re going to take any action
before they’re going to take any action think about nike okay nike in their
think about nike okay nike in their
think about nike okay nike in their commercials in advertisement in all of
commercials in advertisement in all of
commercials in advertisement in all of their positioning they don’t compare
their positioning they don’t compare
their positioning they don’t compare themselves the Reebok they don’t talk
themselves the Reebok they don’t talk
themselves the Reebok they don’t talk about how their shoe was better than
about how their shoe was better than
about how their shoe was better than reebok or better than puma or whatever
reebok or better than puma or whatever
reebok or better than puma or whatever other company what does nike do they
other company what does nike do they
other company what does nike do they talk about athletics they’ll throw up a
talk about athletics they’ll throw up a
talk about athletics they’ll throw up a picture of LeBron James because when you
picture of LeBron James because when you
picture of LeBron James because when you put on a Nike shoe you feel like you’re
put on a Nike shoe you feel like you’re
put on a Nike shoe you feel like you’re a champion that’s the feeling that they
a champion that’s the feeling that they
a champion that’s the feeling that they get out there you have to make people
get out there you have to make people
get out there you have to make people feel something with your business first
feel something with your business first
feel something with your business first you may not have you one word right now
you may not have you one word right now
you may not have you one word right now okay I see some of them kind of
okay I see some of them kind of
okay I see some of them kind of streaming in you may not have you one
streaming in you may not have you one
streaming in you may not have you one word all figured out right now but this
word all figured out right now but this
word all figured out right now but this is such an important exercise guys
is such an important exercise guys
is such an important exercise guys because when you’re thinking of founding
because when you’re thinking of founding
because when you’re thinking of founding your next company we’re thinking of
your next company we’re thinking of
your next company we’re thinking of bringing on people on your team when
bringing on people on your team when
bringing on people on your team when you’re thinking about launching your
you’re thinking about launching your
you’re thinking about launching your book we were think
book we were think
book we were think about creating a social media campaign
about creating a social media campaign
about creating a social media campaign it has to embody this feeling until you
it has to embody this feeling until you
it has to embody this feeling until you do that it’s hopeless it’s lost your
do that it’s hopeless it’s lost your
do that it’s hopeless it’s lost your campaign isn’t going to go anywhere so
campaign isn’t going to go anywhere so
campaign isn’t going to go anywhere so make people feel something first and
make people feel something first and
make people feel something first and that sets up your campaign for success
that sets up your campaign for success
that sets up your campaign for success on thursday i’m going to be breaking
on thursday i’m going to be breaking
on thursday i’m going to be breaking this down a little more detail I’ve got
this down a little more detail I’ve got
this down a little more detail I’ve got you know 15 minutes today to try to hit
you know 15 minutes today to try to hit
you know 15 minutes today to try to hit you with something there’s a five-step
you with something there’s a five-step
you with something there’s a five-step process i go through we’re going to
process i go through we’re going to
process i go through we’re going to spend a whole hour talking about this on
spend a whole hour talking about this on
spend a whole hour talking about this on thursday so hope you’re going to join me
thursday so hope you’re going to join me
thursday so hope you’re going to join me and we talked about salsa I do love
and we talked about salsa I do love
and we talked about salsa I do love salsa dancing that’s me doing a flip
salsa dancing that’s me doing a flip
salsa dancing that’s me doing a flip with my dance partner and if you guys
with my dance partner and if you guys
with my dance partner and if you guys are interested in joining mmm tonight
are interested in joining mmm tonight
are interested in joining mmm tonight nine o’clock is that legal in Malaysia
nine o’clock is that legal in Malaysia
nine o’clock is that legal in Malaysia is that legal I don’t know you tell me I
is that legal I don’t know you tell me I
is that legal I don’t know you tell me I hope so looks good to me I hope so find
hope so looks good to me I hope so find
hope so looks good to me I hope so find me after the conference find me up to
me after the conference find me up to
me after the conference find me up to the session I’d be I’d love to go with
the session I’d be I’d love to go with
the session I’d be I’d love to go with you guys if you’re doing salsa and
you guys if you’re doing salsa and
you guys if you’re doing salsa and believe hey everyone Evan Carmichael
believe hey everyone Evan Carmichael
believe hey everyone Evan Carmichael thank you very much fantastic
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