Human Media and WebRTC will be components of SEO and Web 3.0 because they allow real-time face-to-face communication over the Internet. All you need is a Web browser to see how to use them.

1. Human Media & Web Real-Time
Communication
See how the two will change SEO

2. Steve Jobs
Some people say, “Give the customers what they want.”
But that‟s not my approach. Our job is to figure out
what they‟re going to want before they do. I think
Henry Ford once said, “If I‟d asked customers what
they wanted, they would have told me, „A faster
horse!‟” People don‟t know what they want until you
show it to them. That‟s why I never rely on market
research. Our task is to read things that are not yet on
the page.*
*Disclaimer: Yes, I know I’m another SEO quoting Steve Jobs. I beg you to read on after you
finish rolling your eyes and groaning.

3. Human Media & Web Real-Time
Communication (WebRTC)
• They’re live & alive
– “Potentially, WebRTC and HTML5 could enable the
same transformation for real time that the original
browser did for information.” - Phil Edholm
• How long should it take to make a first
impression?
– The faster we come to a lead, the faster they can walk
into a home.
• Both hasten communication between customers &
us and results for both
– Helps SEO and the whole company.

4. #Human Media
• New social media layer
– Will change the landscape of human interaction.
– Both offline & online.
• Allows users to interact face-to-face in real time
• Opens the eyes of social media

5. Veterans Virtual Tours
Veterans Virtual Tours to See Memorials via Google+ Hangouts

6. VA Loan Live - Live every Thursday at Noon
VA Loan Live - VA Loan Q&A with Casey Martin

7. Google Plus & SEO Hangout
Google Plus and SEO Hangout with Sarah Hill, Matt Polsky & Kaye Putnam

8. #Web Real-Time Communication
• Not too sci-fi
• Like Skype, FaceTime&Hangouts
– Except no one owns it.
– Only need browser & webcam.
• Please watch WebRTC Demo from FireFox&Chrome

10. See-commerce
• Can you see me now?
• People want to see & hear
whom they’re talking with
• Be face-to-face with leads
before brick-and-mortar
lenders
• A blink of an eye is faster
than a click of a button

11. Current Situation
• VA loan process
– Internet, phones, fax machines, snail mail.
– A singing telegram for the seventh caller.
• Efficient but can lead to delays in process

12. Telegram includes a full baritone

13. Future Solution
• Loan process through Human media & WebRTC
– Relevance through speed For The Win.
• Invites us to homes faster than other marketing arms.
• People remember your face better than your avatar.
• Face-to-face communication quells truculence.
– Unburdens wounded veterans who can’t type.
– Saves time with e-signatures, e-documents & e-wallets.

14. SE(E)O
• Human media & WebRTC are organic
– Hear & see what they’re wanting, not what they want.
• Improves & enhances relevancy, thus content & context.
• Relevancy
– What’s more relevant than what’s happening right now?
– We can be relevant whenever customers need us.
• Can bring higher conversions.
– Google &YouTube are the most used search engines.
• Only two using human media & WebRTC.

15. SE(E)O
• Listening is a two-way street
– We’re increasing interaction & engagement
between both of us.
• More relevant questions & answers.
• More thanks yous & you’re welcomes.
• Answer’s right in front of their faces
– No need to scroll.
– No need to wait.

16. SE(E)O
• Sustainable content creation
– Talking with us can grow evergreen content through
multiple channels.
– Richer details in categories.
– Can recap big topics or forecast upcoming ones.
• Faster link building
– Faster information can lead to better content for most
relevant outlet.
– Builds higher authority for us.

17. Content Creation
• Human media & WebRTC
– Most organic outlets because content can grow
without stopping.
• Call centers open 24/7; Internet marketing team isn’t.
– Only outlets offering to add words on site in real
time.
– Not new because we picked keywords before
through text.
– Now a way to put spoken keywords on pages.

18. Content Creation
• Human media & WebRTC
– Only outlets nuanced to each & every lead.
• Give content when needed, bringing higher
conversions.
– Builds and strengthens more outlets than before.
– Helps tend & prune content & relationships, 24/7.

19. Link Building
• Great content > more content
– Great content brings better relationships.
– Stays current with text, link & social signals with
Google Hummingbird.
• Face-to-face link building
– Hard to measure in conversion funnel.
• Still a vital KPI.
• Staying power
– Can be with customers as we lead them to new home.

20. Home Bringing Process

21. Home Bringing Process
• Bring the home loan process to them
– Netflix brings movies to homes.
– How can we bring homes to homes?
• Stay with them from start to finish
– From top to bottom in the conversion funnel.
• We’re bridging the gap between their
service & the home they’re protecting
without the guarantee of returning to it

22. Military Communication
• Technological evolution and speed
– Military helped launch the Internet.
– GI Bill, Interstate & VA loan got veterans into
homes faster.
– Human media & WebRTC.
• Use the technology they gave us.
– We have since veterans returned from World War II.

23. Military Communication
• Speed & efficiency
– Can lead to higher trust & excitement.
– Can lead more veterans into homes.
• Be with them from 5,000 miles away to
housewarming
• Veterans should be last group to wait to
move into home

24. Conversions = Holy Grail
• Human media & WebRTC can help bring
higher conversions
– Relevancy & efficiency can decrease expenses
per loan.
• We can offer lower rates.
– Lower rates bring better options for borrowers.
• Can increase conversions.
• Higher conversions mean we can help more
borrowers into loans

25. Conversions = Holy Grail
• Bringing higher conversions improves our
advantages
• Increases competition for leads
– Allows us to pay more for initial exposure in
nearly every marketing channel.
• Essential for SEO, marketing team &
Veteran United’s success

26. Concerns
• Technical
– May lack resources & capabilities for everyone.
• Our computer monitors aren’t equipped with
webcams.
• Human media & WebRTC for 1,400 employees is a
large amount.
• Could be worth it for a few employees to try first.
• Each individual process may not need them

27. Concerns
• Potential for more spam leads
– If lead is further down conversion funnel, human
media & WebRTC could lower spam leads.
– Competition may use human media & WebRTC
more than us so their spam leads come to us.
• Spammers know they could stay anonymous with us.
• Please let me know of other concerns

28. Seeing Veteran United’s Future
• Fast eat the Slow, not the Big eat the Small
– Faster than the Rich getting richer.
– Out of business if we used tactics from 2005.
• Could be if we use today’s tactics in 2021.
– Competition, leads & closings are in real time.
• Keep seeing success in real time
• Human media & WebRTC helps our task of
showing our benefit that’s not yet on the page to
our customers.

29. Resources
1. Sarah Hill, The Birth Of Human Media
2. Sarah Hill, Matt Polsky & Kaye Putnam,
Google Plus and SEO Hangout
3. Sam Dutton, Getting Started With
WebRTC
4. The WebRTC Opportunity
5. How Can WebRTC Simplify
Communications for the Enterprise?

30. Thank you!