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The Enchanting Lawyer Podcast. the Show That Walks You Step by Step to Improving Strategies You Can Use Today to Grow Your Business

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The Enchanting Lawyer Podcast. the Show That Walks You Step by Step to Improving Strategies You Can Use Today to Grow Your Business Introduction: Welcome to the Enchanting Lawyer Podcast. The show that walks you step by step to improving strategies you can use today to grow your business. We show you how being kind, useful and, of course, enchanting will bring you more clients and build a thriving community. Now here’s your host from sunny San Diego, Jacob Sapochnick. Jacob: Hello everybody, this is Jacob Sapochnick and you’re listening to the Enchanting Lawyer podcast. This is a show where we interview the most inspiring entrepreneurs from all over the world who share their ideas and help us do our work better and inspire us to be innovative and creative. Today, I’m on the road again – actually I’m in Palo Alto right now – at the Computer Museum, International Computer Museum here. Just finished the day of amazing conference with international entrepreneurs, seen so many interesting technologies, innovative technologies that are coming out so I’m super excited and pumped. I’m even more excited to have a special guest today with this international flavor. My guest today is all the way in Australia. His name is Antonio Calero and he’s a social media strategist and coach who specialize in user behavior management – which is a very, very important area. He helps businesses understand better their unique audiences to create effective social media content and campaigns and other communications which are very highly important. Today we’re going to talk about very exciting things, mostly the technology of live streaming. Antonio, welcome to the show. Antonio: Hi Jacob! Thank you very much for having me on the show. Jacob: Yeah. We kind of coordinated our time difference. I’m here on a Wednesday, you’re already on Thursday over there, right? Antonio: For me it’s Thursday noon. So technically I’m speaking from the future. Jacob: Yeah, absolutely. Exactly. First of all, thank you for taking the time to be on the show. I introduced you briefly but why don’t you tell a little bit about yourself. Where you’re from, what you do, and then we can dive in to this exciting content we have. Antonio: Absolutely! My career in marketing started like 16 years ago back in Spain. I’m Spanish myself. That’s the accent you’re hearing at the moment. Back then I had a business, couple of businesses, but I was not so interested in user behavior management. It was just purely international marketing. But, a few years later, in 2002, I decided to move to Italy. I wanted to have an international experience. So I moved to Italy. I started working for a global company. In that company I had the opportunity to travel a lot through Europe. Mainly UK, Netherlands, Germany, Italy, Spain, Portugal. That’s the moment in which I realized something quite fascinating to me. Even if people were the same, apparently, but behavioral patterns could change from one country to a different country. And even sometimes within the same country, from one region to a different region. It got my attention because the global company – and that happens with many, many global companies – they try to implement some policy or some strategy in the whole world. Sometimes that’s not the right approach. Sometimes what works in one country may not work in different country. That’s the moment which I got hooked to this thing of behavioral marketing. How some things are different from country to country or from region to region or from … even in the same region from one season to the next season, things could change. How some other traits are unique to human beings are universal and standard. That’s how I got into this whole thing of behavioral marketing. Jacob: Excellent. And I think, Antonio, just so you know, a lot of our listeners are professionals. We have a lot of attorneys who listen to this show, we have a lot of other professionals who provide service to people. I think understanding the behaviors, the drive engagement, we all try to get attention from our customers. I can tell you that in my business, only the law firm, I always try to find new ways to get engagement from my audience. I want to understand curiosity, I want to understand their desires, I want to understand what makes them feel belong. I think what you do is super important. Antonio, today I wanted to focus on something that drives my curiosity in the past few months, and I’ve been using personally live streaming video technology for myself, for my business. And I know that you’ve been diving into this and you’ve been writing a lot of articles. So, why don’t we talk about that. Why don’t you explain, first of all, what is live streaming video and how we can start using it for business. Then we’re going to go through different points. Antonio: Yup. Absolutely. Live streaming video is basically a video done online, that it’s happening right here, right now. It’s happening on the moment. The most basic concept of live streaming could be Skype. I call through Skype. This is something that just probably ten, 15 years ago – we don’t need to go further back – was unbelievable. It was just something that happened on the science fiction movies, you know? Jacob: Right. Antonio: Having someone on the other side of the computer, on the other side of the world, and be speaking to that person. So that’s the very basic concept of live streaming videos. However, in recent times, the technology has evolved. We are now being able to do live streaming from mobile, from many other devices, so I think that’s exactly what you want to talk about, right? Jacob: Absolutely. I’m very curious about two very, very innovative applications that just came out a few months ago. I think there’s probably quite a few of our listeners that are not even familiar with those, and I’m referring to Meerkat and Periscope. Why don’t you talk about a little bit of those apps and then I want to go into few ways how live streaming can help our businesses and how we can use something different. Because, again, we always want to get something different to get our message out there, being different than the others, and I think today we’re going to get into some of those ways. Let’s start with Meerkat and Periscope. What are they? Antonio: Meerkat and Periscope are two apps for smartphones. They started being available only for iPhones but I think, at the moment, they are also rolling out for Android as well. Breakthrough revolution of these apps is that they allow broadcasting to a large audience, in real time, but with extra factor of mobility. So, as I said before, live streaming is not something new. You could be doing Google Hangout or you could be doing a Skype call in the past. However, these things require planification, they were complex, you need to … When it comes to Skype it usually works one-on-one. If you have the premium version you could have like 1 or 2 or 1 or 3 but that was it, you know? And then everything was mostly relying on a desktop computer. So, you are quite limited. Meerkat and Periscope take live stream into a whole new level in which you could be anywhere in the world; take out your mobile phone out. Of course, depending on internet connection, you need to have a good signal, but you could be broadcasting that live to the world. You could have like hundreds and hundreds of followers connecting with you. It has an extra good thing is that you can interact with audience. It’s not just, like in television, where you are live talking to people and they are just viewers. Those viewers are active and they can also drive and engage and influence the broadcast. So people could make comments, they could ask you things to show around and so on. That’s exactly how these two apps have become so powerful and it’s a whole new revolution. Jacob: And so mentioning that, the first thing that we can do with those things is actually share live events, share our experiences. I just want to share a quick example. A couple of weeks ago I went to see U2 live in Los Angeles. At some point during the show, I live streamed on Meerkat a portion of the show. Maybe about 5 minutes were my favorite song, With or Without you was there. It was just amazing that … Within minutes I had about 80 people on the live stream. I was able to bring 80 people to comment. And you know, Antonio, what amazing thing about this is that 10 minutes afterwards U2, on a live screen, broadcasted the same thing on Meerkat, basically doing the same thing. And it’s one of the few bands that actually do that which is unbelievable. So, sharing that experience is absolutely powerful. Antonio: Exactly. In fact [unclear 00:09:35] could you have just touched something that it’s actually on the … or the most important [unclear 00:09:39] of these apps, and it’s a legal complications because now you could be broadcasting anywhere, anytime. Some companies have started to be concerned about how this could affect the copyright issues and so on. But that’s not our thing.
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