Burned by business partners in her college start up, Google plus trailblazer released, persisted to build a massive, loyal audience and successful, fun business
Most Popular to Share on Google+ and LinkedIN:
#1 Path to growth
“I identified the people I want to be associated with and learn from. Then I began building really long-term relationships with them.”
‘You ever notice how eulogies are very different than resumes? But we all live our resume rather than our eulogy.’ This is not the important stuff in life yet it’s what we spend most of our time on. Let’s live our eulogies now and leave that impact.”
How I Interviewed the Senior VP at Disney
“The senior vice president of digital marketing at Walt Disney Studios was speaking. I would love to have him on my show but he had no idea who I was. I went up to him and he handed me his business card. I go home and put him on my calendar to be on my show. His admin calls me asking how this appointment on his calendar happened. I told her I met him at South by Southwest and he agreed to be a guest on my show.”
“It’s very easy to fool people through text or audio. It’s much harder through video which is why I like hangouts and real-life face to face. My challenge and what I’m learning is trust your gut. If something doesn’t feel right, even if it sounds right, then trust your gut and don’t do it. I kept telling myself that I’m judging people and not giving them a chance.”
“Biggest mistake I made was to believe the hype. Looking out there and believing they have the magic bullet and I didn’t have to put in the work.”
Why Listen to Yifat Cohen:
In the audio, Yifat shares:
— Yifat shares the future of Google plus
— Find out the real reason Google created Google plus (it wasn’t to compete with Facebook like media outlets have reported)
— Yifat shares the most powerful thing about Google plus that magnifies your connecting ability and makes Google plus different from every other social platform
— The #1 reason (has to do with search) she’s been a Google plus cheerleader almost from the beginning
— The big posting advantage Google plus has over all the other social sites
— The 2 big things you can’t fake online and how Google plus uses these to eliminate spam
— The story of how she got a senior vice president of Disney to come on her unknown Google hangout show
— The counterintuitive thing she did to build a loyal audience that shows up to her live video broadcasts
Yifat Cohen has become the genius of Google Hangout technology, by pushing its capabilities beyond its limits she has secured herself an expert role in this growing platform.
She’s A Google Plus expert who founded G+GoToGal, and YCN (Yifat Cohen Network)
She’s been featured by Business Rockstars, DocStoc, DataMation, The Rise to the Top, Diamonds in Your Backyard and Entrepreneur on Fire, and Eben Pagan’s Accelerate and MetaMind in-person events and more.
She is one of the very few non-Google employees who have been invited by Google to present as an expert at a Google office. She is often flown to Mexico, Brazil, and Israel to speak on behalf of Google.
Yifat is a member of the Beta team, testing Hangout features before they’re available to the public.
Besides Google, her client roster includes The Office of the Governor of Texas, Mashable Social Good, and Versus to name a few.
She was also voted in 2011 as the Best Google+ user by the Google+ community and is still rising today.
She spent the weekend in Colorado at the Success 3.0 event. It was an invite only event for about 390 people. John Mackey the CEO of Whole Foods, Tony Hsieh the founder of Zappos were some of the attendees.
The conference was discussing what success 3.0 looks like which is a move away from defining success simply as the size of your bank account. They’re looking to define success more as the value of your impact on the world.
At the event she took “fist bump” pictures with a number of attendees. She got one of these photos with Tony Hsieh.
She graduated from the University of Texas in Austin. While she was there she was building a startup with two other business partners. They grew it to over 12 employees. Then she got fired. This experience soured her on the idea of business partners so she started working on her own. She dabbled with lots of different network marketing companies during this time period.
Around this time is when she received an early adopter invitation from Google plus. She received one of the first 100 invites. She fell in love with the platform because she was connected with people who shared her interests and passions… not just based on geographical location or random luck of being born into the same family.
Google plus is the unique social platform where you meet people online, grow deep bonds and then meet in-person. Usually with Facebook and LinkedIn, you meet someone in person and then connect on one of these platforms in order to stay in touch.
Some Shareables from Yifat in this episode…
“Someone said something really profound at the success 3.0 Summit. She said, ‘You ever notice how eulogies are very different than resumes? But we all live our resume rather than our eulogy.’ Nobody ever said at a funeral, ‘Wow he was such a great person. He increased our bottom line by 3%.’ This is not the important stuff in life yet it’s what we spend most of our time on. Let’s live our eulogies now and leave that impact.”
“There are really no shortcuts to a glorious life!”
“Biggest mistake I made was to believe the hype. Looking out there and believing they have the magic bullet and I didn’t have to put in the work. This false hype doesn’t apply to me. Just come to my site, give me $10,000, and the next day you’ll be rich and famous. The shiny object curse is real. You can spend a lot of time in learning mode. It’s not going to get you anywhere. Instead start doing. Fall forward as fast as you can.”
Shiny object trap
“The last two years I’ve fallen in the shiny object trap. I found two people that loved my knowledge and my talent. They wanted to build a brand together but it turned out I was building their brand rather than my brand. I spent two years thinking they knew what they were doing and they already had success. Turned out that wasn’t true.”
Favorite part of the entrepreneur’s journey
“It goes back again to the people I meet. The inspiration from the work and the possibilities of changing people’s lives and sharing my music with the world.”
“This was a hard question because I don’t ever think of the things I do as weird. It just comes naturally to me. When Google launched hangouts on air, they launched it to a selected few because they were worried about copyrights and wanted to make sure everything was kosher. I was one of the few that had that privilege and South by Southwest was happening. The senior vice president of digital marketing at Walt Disney Studios was speaking. I would love to have him on my show but he had no idea who I was.
After he finished his presentation, He was talking to someone. I jumped in there with my Israeli chutzpah and said I’d love to have you on my hangout show. He reaches into his pocket and hands me his business card then goes back to continue his previous conversation.
I go home and put him on my calendar to be on my show. His admin calls me asking how this appointment on his calendar happened. I told her I met him at South by Southwest and he agreed to be a guest on my show.”
“Hangouts on air is one of my fortes and how I build my brand. Many hangout hosts like to control who can come on their hangout because they don’t know what the person is going to say. My opinion is the only thing I can give you in return for your time is access to my guests. How cool will it be if I’m hosting the former US ambassador to the UN and you can just jump on my hangout and ask him anything you want. I allow the public to come into my hangouts, first come first serve, and for 30 minutes ask my guests anything they want unscripted. Because of that I was able to build a very loyal audience that shows up live to the hangout and doesn’t just wait to watch the replay.”
Bad conventional wisdom
“Bad conventional wisdom is believing someone else can build relationships for you… especially within social media. No social media manager unless they are just your manager or have your ‘voice’. It’s very difficult to be unique, connect and outsource relationships. You can’t outsource relationships. No one can have your voice of the brand. You might be able to outsource blogging or article writing. But if you really want to build meaningful relationships with brand ambassadors, people who will send referrals to you, you’re just going to have to put in the work.”
“I encourage you to find where your audience is and just concentrate on that one platform.”
“Many people host Google hangouts on Google plus. I host hangouts on my site. The reason why is because it increases time on site. I can control the layout however I want if I have a call to action. All the comments happen on my site. Social media is always changing so you’ll spend a lot of time making their system work for your benefit. Instead just make what ever you need for your own stuff and just drive traffic there.”
Learn more about Yifat Cohen: