The New Free Agent Economy

International Association ofSelf-Employed Communication Professionals

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The New Free Agent EconomyMake it work for you

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The Economy Has Shifted...

Make it Work for You!


Agenda:What • exactly has shifted?The New Reality—Make the adjustment•Technology & Social Media• are connectorsA simple effective strategy•Managing your time•


A Brief History of BusinessWhen you understand what’s going on, you can make better choices.

Before the mid 1800s… people were mainly free agents.

—OK, there was the whole Egyptian—Hebrew thing but….

People sold their time, knowledge, and skills to earn a living: blacksmiths, bakers, seamstresses, candlestick makers.



Railroad barons came up with the idea of having lots of people build their railroads for them so they, the barons, could make millions.

They had all the control and all the rewards.

Price of Progress?


People left farms and moved to cities to work in factories.

Introducing: an Economic Shift

Big Business | Employees


Unions demanded benefits, but no control for employees.

Employees play by the rules. The employer hold the leash.

Introducing: an Unstable Situation

High Overhead | Eats Profits


To reduce expenses, companies lay off employees.

People mistakenly think that if they work harder; come in earlier and stay later they can save their jobs. But they are not in control.

Decisions made according to profit.

Introducing: Outsourcing

Big Business | Consultants


People have focused on “staying on track”.

The corporate system has derailed.

The “track” is gone.

Entire industries—and the careers they represented—have been swept away in a tidal wave of change.

Hint: Stress & overwhelm come from trying to stay on a track that no longer exists.

So now what?

The Train Has Wrecked.


Get off the trackWasting energy & resources on things that don’t work causes stress. So Stop!

Then what?



Replace the “on track” mindset with a “Kayak” mindset.

Kayak Mindset Features: Go with the Flow•Change course as needed•Low overhead•You’re in control•Fun & exhilarating•

Kayak!


Quick Paddling Tips to Float your KayakBe nimble & open to new possibilities

Paddling Tip #1: Don’t swallow the river. There’s too much information. Trying to absorb everything will overwhelm you and cause frustration and stress. Limit what you spend your time on and focus on what’s got the highest return on investment. Filter.

Paddling Tip #2: Swim with your “school”. Connect to your tribe to help you find the way. Be aware of who you’re spending time with. Make sure they’re moving forward. Avoid negative energy and people that will drain your resources. Don’t anchor yourself to someone swimming against the current!

Paddling Tip #3: Make friends with technology. There are so many possibilities, but you need to be able to take advantage of them. Technology is the key. You can’t break it, so jump in and try new things. But be conscious of where you’re spending your time. Hint: You don’t have to program it—just know how to use it—or find someone who does.


The Age of The Consultant

Consultants sell their time, knowledge, and skills to earn a living.

Where have we heard that before?

Introducing: an Economic Shift

Projects | Consultants

(noun: a person who providers expert advise or services professionally)


The ManCEO

Groups of Accounting

Pee-Ons

Pee-Ons’Pee-Ons

Pee-Ons’Pee-Ons

Flossy, VPHR

Groups of HR

Pee-Ons

Pee-Ons’Pee-Ons

Pee-Ons’Pee-Ons

Muffy, VPAdmin

Groups of Admin

Pee-Ons

Pee-Ons’Pee-Ons

Pee-Ons’Pee-Ons

Groups of Development

Pee-Ons

Pee-Ons’Pee-Ons

Pee-Ons’Pee-Ons

Big Business Organization Chart

All the power.

No power. The person on top has all the power. Those below have no power no

matter how hard they work.

It’s a pyramid—Just like those Egyption guys! Guess who is playing the part of the Hebrew slaves?

The Big Difference


Consultant Organization Chart

The most quality connections has power.

Two-way connections are the most valuable— have the most power.

The Consultant

JanCopywriter

MarciaEditor

AliceSEO

MikeWeb Designer

CarolPR

Greg CPA

PeterIllustrator

BobbyPhotographer

CindyGraphic Designer

The most

power.


“There are thousands of great minds all plugged into the same conversation who could help each other.

You’ve got sources of information, and you have the tools to connect it all.”

Chris Brogan said,

Chris Brogan: President of New Marketing Labs, the Inbound Marketing Summit conferences and Inbound Marketing Bootcamp. He is author of Social Media 101, co-author of the New York Times and Wall Street Journal bestselling book Trust Agents, with Julien Smith. Chris Brogan is an eleven year veteran of using social media and both web and mobile technologies. Chris speaks, blogs, writes articles. His blog is in the top 5 of the Advertising Age Power150, and in the top 100 on Technorati.



Marketing versus Connecting

The old-school concept of marketing is fading fast. Why?

Old-School Marketing (Push Marketing) Examples: Advertising, yellow pages, direct mail, etc... Marketing “at” people

Public is saturated, distracted, inpatient•High cost, low return on investment • (0.01% considered good)Public has lost trust and confidence•One size does not fit all•Not personal, annoying•Difficult to maintain•Trying to be everywhere and everything •to everyone doesn’t work any more


The new form of marketing is really an old idea: Connecting

Relationship Building (Pull Marketing) Examples: Email, newsletters, blogs, social media. Sharing “with” people

Authentic•Very targeted•No to low cost; High return on investment • (10-30% average)Easy to maintain•Leadership•Customized service and products•Community•Integrity•It’s more fun!•


A Simple Effective Strategy


Connecting is a journey not an eventPart of planning a journey is not only knowing where you’re going—but what it will look like when you get there.

Answer these simple questions:What is success to me?•Where’s my comfort zone?•Who • exactly am I trying to reach?Where are they looking?•

Have a plan | Work the planConsistency is key.


Complete the pictureMost solo-based business is done online—you need to present a united consistent front

Web StrategyA website is the foundation. It’s where customers get info about the company and products.

Internet Marketing StrategyHow you reach out with traditional affiliate networks, advertising on others sites, pay per click, search ad, and press and media relations online.

Social Media StrategyLeveraging relationships and networks. The power of networks, raw and open feedback, existing social network tools that people use.


Where you’re most comfortable

Where your ideal people are looking

Here’s your Sweet Spot

Where do you show up?Tip: Don’t waste resources trying to be everywhere.

Concentrate on showing up in your sweet spot.


Twitter: Immediate conversations

LinkedIn: Highlights professional life

FaceBook: Connect people

Blogs: Go the deepest — Direct the conversation

The basic toolsTip: Keep it simple—start with the basic four

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Google Reader: Collect all blog rss feeds in one place.

iGoogle. Dashboard to monitor it all in one place.

Security Notice: Each site has its own security features. You choose what information to display and which to hide. Never reveal personal information that you would not feel safe sharing with a room full of strangers. Social media sites are safe as long as your use common sense.

Add a tool and a nice dashboard.


Basic StrategyTip: Keep it simple—start where you are.

Action Step #1:Contact a few ideal clients for a quick survey.

Action Step #2: Compile your Master Profile.

Action Step #3: Set up profiles in: FaceBook, Linked In, Twitter.

Don’t worry about knowing everything about each application. Just set up your profiles.

Time Commitment: Less than an hour to do all three.


Create a Master ProfileTip: Do this once and update it, keep it on your hard drive.

Include a good pic:Friendly•Professional (not sexy)•Up to date (no high school pics)•Use .jpg or .png NOT .gif•Zero in —eye contact•Remember: relationship building•


Profile TipsEach social media platform is a little different

Be candid; show some personality •Be the expert; not a job seeker•Accomplishments and goals; not tasks•What makes you different•Include personal endeavors if they •give insight into youInclude a link to your website, blog•Write like you would • talk—Do not write to show how smart you areKeep it short•


Set up Your Twitter Profile.Go to: http://www.twitter.com/

Click “Sign up now”.

Fill in the form and click “Create my account”.


Set up Your Linked In Profile.Go to: http://www.linkedin.com/

Enter your name, email, and pick a password; then click “Join Now”.

Use your Master Profile info and upload your picture.

Linked In Tip: Your Linked In “Home” page will let your connect your profile with Twitter and FaceBook. You can send info to the all at one time.

Your Linked In “Home” page will suggest people you might know. You can also upload your own address book.

Linked In Tip: When you finish a client project, enter it into Linked In as a past job. You can use Linked In’s “Recommend Request” feature to ask your client to give you a recommendation for the completed project.


Set up Your FaceBook Profile.Go to: http://www.faceBook.com/pages/create.php

Select the type of business.

Name your page. Tip: Your own name is

your brand.

Click “Create Page”.Use your Master Profile & upload your picture.

You need to manage your business identity on

FaceBook. Filter people who might send

questionable content. If in

doubt, create a separate personal profile.


Catch your breath...We’re going to go a little deeper.

The true power of Social Media: Present yourself as the expert that you are.

You’ve just created your presence.

The next phase is to populate it with your expertise.

Action Step #4: Find blogs to follow & set up your reader—then get your own blog going.

Tip. Use Google keywords to find blogs.


Join the Blog-o-sphere.Present yourself as an expert

You should have your own blog, but until it gets rolling start by tracking and commenting on others’ blogs. This will helpyou stay current and it will give you content to share.

Track blogs with an RSS Reader like Google Reader:Google RSS Reader is a free tool•Pulls in the blogs that you follow•Excellent for using in your own tweets and blog posts •—you’re sharing information; you do not have to create it Be the resource in your niche•


Set up Google ReaderAll your blogs in one place—not your email in box

If you don’t already have a Google account, visit Google’s home page. At the top left of the screen you will see some options. Click on the “more” button and select “Reader”.

Create a Google Account. You be sent a verification email. If you already have an account, just sign in.


Google will send you an email with a verification link. Look for that email and click on the link. You will be taken to a new screen which says your email address has been verified. Click on the link to manage your account profile.

Look for the section on the right that says “My Services”. Reader should be listed there. Click on the link.

You’re all set to start adding rss feeds.


Set Up Your Feed ReaderKeep your email in box clear—and collect news in one place.

All of my feeds.

Add an rss feed here.These are the new feeds.


Copy a feed to your readerStep 1: Find a blog to track,

click on the RSS icon.

Step 2: Click on the “+Google” button.

Step 3: Copy this linkStep 4: Click “Add Subscription”.Step 5: Paste Link here.


Manage Your Time


Make monitoring easyCreate a simple dashboard to pull all your info together.

Pull it all into one location

Dip in regularly

See what’s going on

Respond quickly

Get back to work.


Pull it all togetherCreate and monitor your plan.

Action Step #5: Set up your iGoogle Dashboard and bookmark it. Keep it on its own tab so you get there quickly.


iGoogle DashboardYou add widgets to pull in info that you want to track

Customize your theme here.

My Twitter feed.

FaceBook is in the center.

Add widgets here.Search for widgets by

name or browse by interest. Move them to where you want them.

Pull in rss feeds here.

Tip: Keep your dashboard on a browser tab, so you can check it often.


Your Customized Strategy and Time Management SystemIt doesn’t work if it doesn’t work for you.


Start with the answers to those original questions:What is success to me?•

More visibility »More speaking opportunities »More clients »

Where’s my comfort zone?•Computer/email »In person/events »One-on-one contact/phone »

Who • exactly am I trying to reach?Potential partners »Solo business owners »Small or big business decision makers »

Where are they looking?•Most people start their search—whether it’s for personal or business—with Google »Networking events; trade shows; (90% of people still use the internet as the information source) »Online forums; email; almost all computer contact. »

Your Strategy & Your TimePut your plan into action

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How you’re doing.

How to approach them and what their needs are.

Where you’ll be the most successful.

Where to put the majority of your time and effort.


Jump in and get startedYou’ve got your profiles and rss feeds set up—what next?

Be an eavesdropper.Follow a people that you admire on Twitter—observe for a few days.

Keep your iGoogle page up in your browser and dip in occasionally.

Time commitment: 1 minute a couple of times a day.

Tip: Google a few keywords for the people you want to connect with.


Focus!A focused presence on one site is more effective than a barely active presence on many sites.

Stick with the Basic Three at first. You can develop a healthy network of contacts by using a small number of tools.

Tip: Dip in various times of the day to maximize the number that you reach.

Time commitment: 15-30 minutes a day.


Ramp up your contribution.Now you’re comfortable with the basic tools...

Understand First | Then ShareKeep up-to-date with your rss feeds Share what you read; Comment when you can Join the conversation Be the expert

Time commitment: 15-30 minute a couple of times a week.

Tip: Don’t just promote. Interact and engage. Resources are indispensable.


Next: add your blog and emailThese work together to polish your presence.

Now you leadYour list is the backbone of your business.Start the conversationDemonstrate your expertiseCopy and paste your article into your blog

Time commitment: 30 minute a week, or every other week

Tip: Email is still the #1 form of contact. Blogs build SEO and drive traffic to your site. They’re not separate “projects”. They’re partners.


Track time and ROIMeasure your time and results.

Time investment:You set up your profiles: •About 1 hour/onceFind blogs and set up your reader: •About 30 minutes/ once You eavesdropped: • About 5-10 minutes a dayYou began commenting: • About 15-30 minutes a few times a weekYou started your email/blog: • About 30 minutes a week

This is a simple, basic plan to get your started. Keep it as simple as you like. Ramp up when you’re ready.


Blogging:

Wordpress: The #1 Blog Publishing Platform. Free and easily customizable.Wordpress Plugins: Download any plugins, widgets, or customizable elements for your Wordpress blog.Woo Themes: The resource for premium looking Wordpress themes.Revolution 2: Another resource for premium Wordpress themes.

Hosting:

Bluehost: Easy to use, 1-click automatic Wordpress installation, and good customer service.PowWeb: Easy to use hosting service, includes 1-click Wordpress installation.Amazon S3: Simple Storage Service. Reliable internet storage, which is great for putting large files like podcasts and videos to avoid bandwidth problems on your own website.

Product Distribution & Shopping Carts:

E-Junkie: Shopping cart for digital products. Comes with an affiliate program for your products.Clickbank: Digital products retailer. Comes with an affiliate program for your products.Paypal.com: Selling your own products. Accepts payments from the above shopping carts.

Keyword Research:

WordTracker Free Keywords Tool: Spits out a number for the popularity of a keyword of your choice. Search volume numbers can be compared to find the perfect niche, or to choose keywords for your blog posts.Google Adwords Tool: Helps you decide what keywords to use for your Adwords campaigns. You can check the popularity of keywords and the competition.SEO Book Keyword Suggestion Tool: Keyword research tool, with more information and numbers to compare and select the perfect keywords.SEO Keyword Ranking: A tool to keep track of the keywords you’re working on.

Email Subscriptions & Marketing:

Aweber: The internet’s most powerful email opt-in service and email marketing/broadcasting tool.

Testing Results:

Google Analytics: Free website tracking and analytical tool. A must have for anyone with any type of website.Clicktale: Watch actual recordings of how people use your website. You can then optimize your website if you don’t like what you see. Google Optimizer: Free tool tests webpages with the same content, only changing one or two things to see which one works best.

A few resourcesWhen you’re ready do more...


Our Next Event:The Fantastic Power of Focus

Jackie B. has been an entrepreneur and author for over 30 years. Initially, with a CPA firm, her practice morphed into a small business consulting firm, Babicky Performance Partners.

Jackie’s Book | Better, Richer, Smarter!Creative entrepreneurs can practice their craft AND make money. Real life stories show entrepreneurs making choices for financially successful, sustainable enterprises.

Ten steps outline strategies of success. For our March event, Jackie will share The Fantastic Power of Focus.

Jackie B. PetersonMarch 25, 2010Webinar: 2pm PSTMembers: FreeNonmembers: $10

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The New Free Agent Economy