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Un-WebOnomics: iProfits Unleashed

Dominating the New iWorld as it Rises From the Ashes of the Web

www.UnWebOnomics.com

By Scott Paton

Un-WebOnomics

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embedded in critical articles or reviews.

Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, nor its dealers or distributors will be held liable for any damages caused or alleged to be caused directly or indirectly by this book.

Scott Paton has endeavoured to provide trademark information about all the companies and products mentioned in this book by the appropriate use of capitals. However, he cannot guarantee the accuracy of this information.

First published: January 2010

Published by Scott Paton

Canada

www.MeetScottPaton.com

Introduction

Imagine meeting a new potential business partner. In the good old days, after talking for a while, you exchanged business cards. Quaint, wasn’t it?

And on that card, you expected to see their name, position, company name, phone number and fax. Oh, yes, you also expected to see their web site address.

If you were serious about doing business with them, you would check out their site and then see if Google searches turned up anything.

But what if they said they didn’t have a web site?

Chances are the response was a quick “cya”.

Today, you would be hard pressed to find someone without a web site.

And why exchange business cards when all you have to do now Is “Bump”?

With the dramatic growth in mobile devices, the old web site is about to be replaced by ‘Podsites’. These are mobile applications which communicate with your prospects and
customers in real time, in ways THEY want to be

communicated in. Some people like to read. Others learn better by listening. And most love watching video.

Of course, most of us use all three modalities, reading, listening, and watching. And often, the activities we are doing influence which modality we prefer. It’s not a good idea to watch a product video while driving... But many people will listen to hours of audio as they commute to and from work; drive the kids to their sports activities; walk the dog; clean the house.

And chances are they will do the majority of these activities on their Smartphone, iPad or iPod. Unfortunately, your old web site won’t cut it on these devices. In fact, you will frustrate your customers, turn off your new business partners and alienate your prospects is you try to force them to interact with you through old static hard-to-read-on-smartphone web pages.

An Axiom of Success

Question: “Where is the best place to build a restaurant?” Answer: “Where the hungry people are.”

With over 7 Billion cell phones on a planet of 6 Billion people, the chances are your clients are on a cell phone. The major trend right now is towards Smartphones. And the 800 pound gorilla in Smartphones today is Apple with the iPhone.

We’ll be keeping a sharp eye on Google and their Android OS, but for now the action is all in iTunes.

Apple has made downloading and using Apps as simple and easy as possible. Once you go to the App Store, you select an App and click “Install”. After it is loaded on your iPhone (or iPod or iPad), you tap on the icon and it starts up.

There are Apps for cooking, travel, business, games, music, sports, health, and almost anything you can think of...

Since you have to start somewhere, let’s start where you have the best chance of success.

And momentum is firmly on Apple’s side, according to recent information from Morgan Stanley. Your prospects and customers are voting for Apple with their time and dollars.

Mobile is ramping up faster than the Desktop Internet did and will be much bigger than most analysts think.

There are five major converging trends:

1) 3G and 4G
2) Social Networking
3) Video
4) VOIP – Skype anyone? Google Talk?
5) Impressive Smartphone functionality

And a sixth consideration is the impact from the Emerging Markets. There is huge potential there for mobile Internet growth due to low penetration now for broadband Internet connections, but there is already many mobile value added services in use throughout Africa, Asia and South America.

More users will connect to the Internet through mobile devices than desktop PC’s within 3 years. Google announced in 2010 that all their new program initiatives will be developed for Mobile Internet users first and laptops second.

Recently, Vice President of Google Global Ad Operations, John Herlihy, predicted that in three years, desktop computers will be completely irrelevant.
In today’s fast paced world, text and pictures no longer cut it. Audio doesn’t make the grade, and truthfully, neither does Video.

Today’s consumer wants all three and they want it now. Along with interactivity... Delivered to them automatically. Conveniently.

They want it where they are, when they want it and how they want it.

All this means: if they are on their iPhone and have to look at a non-mobile optimized web site - you know those sites - You have to flip your fingers and expand the page so you can see the text, then slide back and forth trying to read it.

Well, they won’t be staying long.

But if you give consumers what they want when they want it, a whole new world of opportunity opens up for your business. We call it the “Un-Web Business Model”

The Un-Web Business Model

Apple changed the way consumers shop.

With over 8.5 billion songs downloaded via iTunes, and over 3 billion Apps downloaded thru the App Store, Apple has become the world’s largest Music Store and Software seller. They recently added the iBookstore. Watch for them to be the world’s largest bookstore very soon.

And what are these consumers used to doing?

They spend an average of 111 minutes on iTunes every time they sign in.

They are used to hearing something they like and spending 99 cents to get it.

They are used to seeing an App they like, and spending 99 cents to $4.99 to download it.

With the iPad, we are seeing higher prices as developers add more value and functionality.

And now you can buy ebooks.

When they buy, however, they never give their name, address, credit card information. It is a one click buy. Apple, a trusted vendor, already has all their credit card information. So no long drawn out checkout process.

Apple is the World’s Number One Affiliate
When you plug into the Apple ecommerce system, you have access to 200 million buyers. You have the number one Affiliate in the world working around the clock for you, and they don’t ask for the usual 50% either!

You don’t worry about whether the check will come, or if it does, will it bounce? You don’t handle refunds. You don’t handle most customer support issues.

Every Christmas, millions of new iPad, iPhone and iPod Touch owners head straight to the App Store, the iTunes store and the iBookstore looking for ways to spend their money. And that bump continues throughout the year as Apple regularly re-launches each product with new and updated features.

As this growth continues, you are riding that wave to success.

Your audio and video podcasts dominate the iTunes podcast rankings. Your premium audios sell like hot cakes in the iTunes Music Store, where already over 8.5 Billion downloads have occurred. Your eBooks are sold via the iBookstore. Your Pod-site distributes all your information directly to their iPhone, iPad and iPod Touch. Other problem-specific Apps (LeadApps™) create another income stream as well as new sources of customers for you.

The combined impact of all this activity is positioning yourself as an expert in your field.

Mobile Web Versus Pod-Sites

Once you look at your web site on an iPhone or iPod, you will immediate see a problem that will shortcircuit your success. Chances are your web site doesn’t fit. The text is way too small. If you increase the size of the font, you end up sliding back and forth as you try to read the lines of text.

If your web site is based on the popular Wordpress blogging platform, you can upload a mobile theme and plugins so that your web site is readable on an iPhone. You will lose the design of your site, but at least it won’t be unreadable.

The other problem you will have is people finding your site. Mobile search is popular but mostly for “Local Search”, and bookmarking sites on an iPhone can be an adventure for novice iPhones users (that would be the majority, right now).

Here are your options:

1) Your prospect has to remember to start their iPhone browser, type in your URL and see a web site that doesn’t fit.
2) Your prospect isn’t even sure which icon is the browser... Or
3) Your prospect taps on the icon of your Pod-Site sitting on their screen and goes directly to your information.

Hmmm... Let’s see. Tap, Tap, Type, Tap.... hmmm, spelt it wrong... ReTap, Type,etc. Or...

One tap and they have all your information at their fingertips. Plus they can read, watch or listen, choices which they probably wouldn’t have at your web site.

So what exactly is a “Pod-Site”?

Business Pod-Sites

Pod-Sites are custom-designed iPhone Applications or Apps (and one day, Android, Blackberry and Window Phone Apps) which can be downloaded for free or for a small fee from Apple’s App Store.

Over 3 BILLION downloads of iPhone Apps have taken place since Apple opened its App Store. The growth is phenomenal and it’s just starting.

Successful Pod-Sites are fresh, interesting and engaging.

They combine your Blog posts, Twitter, Audio and video podcasts to keep a never-ending stream of intriguing content on your prospects and customers’ iPhone, iPod and iPad.

And if you have a sale or special event, you can easily advertise it on your Pod-Site.

So let’s break down the different sections of your Pod-Site:

Blog Posts
The most under-rated aspect of Blogging is the RSS feed that comes
automatically with your blogs. Most people love the ease and simplicity of
posting articles to their blog. The power of Blogging however comes from the
automatic distribution system that your RSS feed creates.

The RSS feed makes it possible for people to see if you have posted a new

article and read it without ever going to your blog.

Seth Godin recently posted on his blog that with a good RSS Reader anyone can follow 200 blogs in less than an hour. If Knowledge is Power, then RSS Feeds are the key to quickly gaining Knowledge.

Just like they are a key to your Pod-Site.

Imagine posting on your blog and it appears automatically on your prospects’ iPhone via your App.

Twitter
With over 100 million active users, Twitter, a Micro-Blogging site, has a created a niche for people who want to be kept up-to-date without spending hours getting into all the details. And yes, it comes with an RSS Feed, too.

Audio Podcast
A few years ago, the Internet was a glorified newspaper. It had text and pictures, just like your local paper. It forced people to learn in ways that were not necessarily the way they preferred. Many people are auditory learners.

With faster processors, broadband Internet and larger hard drives all that changed.

Video Podcasts

With the dominance of YouTube, video is even bigger that audio online now.

And recently trends suggest that 65% of mobile data flowing thru your iPhone
will be video within three years. So if you have avoided adding video to your
marketing and communication channels, you continue at your own risk.

You will be surprised at how easy video is. Flipcams and Sony’s Bloggie make it easy to transfer videos to your computer where Apple’s iMovie almost makes editing movies something you look forward to.

Facebook
With over 500 million users, Facebook is challenging Google for dominance. The latest survey by Hitwise shows Facebook inching ahead of Google.

And if that curve continues on its trajectory, which it may well do for a while (Facebook’s market share is 185% up over the same week in 2009, for example,)

Facebook will become number one by a huge margin, versus the tiddly little 0.04% separation it currently has above Google's 7.03% share of average weekly market share.

Facebook interactivity is built into Pod-Sites so your followers can interact and virally promote your content to their friends. Facebook's iPhone app currently has 57.3 million "monthly active users," meaning the number of people who have used the app in the last month, and it is growing dramatically each month.

Advertising on Your Pod-Site

Got a new book launch coming soon? Speaking at the

UN next month? Hosting a special MasterMind session?

You can advertise anything you want on your Pod-Site
using iAd, Apple’s newly launched mobile advertising
platform or AdMob, one of the largest mobile
advertising platforms, recently purchased for $750
million by Google.

The ads are placed either at the top or bottom of the screen.

Here is an example:

Other Types of Pod-Sites

Aside from the information sharing Pod-Site described above, other exciting variations can be easily created.

LeadApps™

LeadApps™ are iPhone/iPad Apps designed to generated targeted leads for your business.

Spam-Free Messaging/Push Notifications

Have a special event? A Sale? Launching a new product? Tell all users that have your app installed. Never worry about Spam filters blocking your messages. Even if your app is not running, they will receive a pop-up with your notification message instantly. It is a great way to keep your users informed with the latest News or Announcements.

InApp Purchase
This is not about selling your app. This is selling part of your app, other apps, or other products like audios and ebooks. You can choose to distribute your app for free, but make some content available only to users that purchased it. Add an inApp Purchase link on any section. To see the content of that section, users will need to complete a transaction first. You set the price. Apple or you collect the money.

InApp Email
Every page can be sent to other people by Email. Your application will not close. An InApp Email window will slide from bottom. The page content will be taken as a snapshot in PNG format and attached to an email message. User will choose one or several contacts from his address book and send the message. You can also pre-define message subject and body.

InApp SMS
Add a Send SMS button to your app. Predefine your SMS message. Users will be able to send it to one or several recipients from their address book.

Interactive Google Maps
Add a google maps links. Copy paste and address and type some anchor text. This link will bring up an interactive Google Maps with specified address pin-pointed.

You can zoom in and out, switch to Map or Satellite view and see your current GPS location. There will also be a Get Directions button available. This will give your users the ability to get directions from their current location to the address you specified.

Share Page on Facebook
After Facebook login, users can share a page content with their friends on Facebook or publish it in their Facebook Live Feeds.

Dominate Your Market

With 300,000 Apps crowding the App Store, it can be difficult sometimes to be found. With the high production costs of Apps, many businesses opt for only one App. BIG mistake.

The ultimate App strategy is to build one ‘Portal’ App, which has all your products, services and information. Then ‘surround’ it with a number of LeadApps™, which drive traffic and customers to your main App and products.

Pretty soon, you have what the World’s Top Perceptual Engineer, Stephan Stavrakis, calls “The Only” position in your market. In other words, when you achieve “The Only” position, your competition is irrelevant.

But it is not enough for the LeadApps™ to have dominance in search. They have to excel at their function.

And their function is to position you as an Expert. Your information will solve your customer’s specific problem. One LeadApp™ – one problem.

The structure of LeadApps™ is very simple:

• Problem
• Step One to solve it
• Step Two to solve it
• Step Three to solve it
• Upsell

Each time you solve an important problem for your customers, you strengthen yourposition as an Expert in your Market. And you create greater demand for your other products, i.e. more LeadApps™, Audios, eBooks, Podcasts, courses and seminars.

Targeting Keywords

The beauty of LeadApps™ lie in their ability to focus on extremely targeted keywords.

iTunes and Apple give you a very limited number of keywords and tags to use. These keywords are words and phrases that your customers may use to search for your content in iTunes. Now the iTunes search engine while better than it was four years ago, is still no “Google”.

So imagine the number of searches you won’t show up in, or you will rank low in, because you didn’t have that keyword or tag.

By following the LeadApp™ traffic generation strategy you cover all the main keywords in your market. And then some.

Furthermore each LeadApp™ upsells your customer to another LeadApp™. Who is most likely to buy from you a second time? Your customer. Not your prospect.<