🔔 We’re thrilled to welcome Robin Dimond, the mind behind Fifth & Cor, for a timely session on “The Future of Marketing.”

Discover Robin’s journey from the foundation of Fifth & Cor to mastering omnichannel marketing and embracing cutting-edge tech like VR and the Apple Vision Pro. We’ll uncover how her strategies have transformed businesses and the importance of staying ahead in digital marketing.

This promises to be a session packed with actionable advice for marketers and business owners! 🚀

 

Navigating the Future of Branding and Marketing with Emerging Technologies

What is Omni-Channel Marketing?

Omni-channel marketing offers a seamless, integrated customer experience across all channels and touchpoints, leveraging various ways consumers interact with brands, from online to in-store. It’s about crafting a consistent narrative across platforms, ensuring every interaction contributes to a unified brand story.

Importance in Today’s Digital Landscape

In a world where consumer attention is divided across multiple platforms, omni-channel marketing is crucial for capturing and retaining interest. It harmonizes messaging, branding, and experience across all channels, strengthening customer connections and loyalty. Robin emphasizes its necessity for navigating modern consumer journeys, which often span multiple devices and touchpoints.

Omni-Channel vs. Multi-Channel Marketing

Robin delineates between omni-channel and multi-channel marketing, highlighting that while both use multiple platforms, omni-channel focuses on creating a cohesive customer experience. Unlike multi-channel marketing, where each channel might operate in isolation, omni-channel ensures consistency in messaging and brand experience across all platforms, meeting today’s consumer expectations for integrated brand encounters.

In essence, while multi-channel marketing spreads a brand’s presence across various platforms, omni-channel marketing weaves these disparate threads into a single, seamless fabric of brand experience. This distinction, as emphasized by Robin, highlights the evolution of marketing strategies in response to changing consumer expectations and the complex, interconnected nature of the digital landscape.

Navigating Digital Uncertainties: Adaptation and Diversification in Marketing

In the dynamic realm of digital marketing, agility and strategic foresight are paramount. Robin illuminates the path forward, emphasizing the critical need for brands to adapt to platform shifts and algorithm changes, diversify their online presence, and draw lessons from events like TikTok’s potential ban.

Adapting to Platform Shifts and Algorithm Changes

The digital marketing landscape is marked by its volatility, with frequent changes in platform policies and algorithms presenting ongoing challenges. The discourse around TikTok’s regulatory concerns underscores the importance of flexibility in a brand’s marketing strategy. Robin stresses the need for marketers to anticipate and swiftly adapt to such shifts to maintain effectiveness and resilience. This agility ensures that a brand’s messaging remains visible and engaging across the digital ecosystem, regardless of unforeseen changes.

The Necessity of Diversifying Platforms

In the digital marketing landscape, diversification is not just a strategy; it’s a safeguard against the unpredictability of online platforms. Relying too heavily on one platform exposes a brand to significant risks:

  • Algorithm Changes: Platforms frequently update their algorithms, potentially reducing the visibility of your content overnight.
  • Platform Policies: Sudden changes in policies or terms of service could limit your marketing activities or the type of content you can share.
  • User Migration: Trends change, and so do platform preferences. A once-popular platform may see a decline in active users, reducing your reach.
  • Bans and Restrictions: As seen with the uncertainties surrounding platforms like TikTok, legal and political actions can threaten your access to a platform and its audience.

Practical advice for effective diversification:

  • Evaluate and Engage: Understand where your target audience congregates online and tailor your content to fit the unique characteristics of each platform.
  • Leverage Cross-Promotion: Utilize your presence on one platform to boost your activities on another, facilitating a cohesive brand journey across your digital landscape.
  • Stay Informed and Flexible: Keep track of digital trends and be ready to pivot your strategy in response to the evolving digital marketing landscape.

Learning from TikTok’s Challenges

The potential ban of TikTok serves as a poignant reminder of the digital marketing environment’s unpredictability. Robin reflects on this scenario as a lesson in adaptability, illustrating the dangers of single-platform reliance and highlighting the necessity of a diversified, agile marketing strategy. To future-proof their efforts, brands are advised to cultivate a multi-platform strategy, invest in owned channels like websites and email lists, and foster authentic engagement, ensuring a stable and direct connection with their audience.

Building and Nurturing Online Communities 

In the digital age, Robin Dimond underscores the significance of building and nurturing online communities as a fundamental aspect of brand strategy, highlighting how these communities serve to deepen connections between brands and their audiences. Robin highlights both the power and the challenge of online communities in amplifying a brand’s presence and fostering customer loyalty. She notes that effectively managing these communities requires a strategy that’s both flexible and consistent, to maintain a coherent brand identity amidst the varied cultures and expectations of different platforms. This approach ensures that engagement across the digital landscape is unified, despite its inherent fragmentation.

Strategies for Engagement

  • Platform-Specific Content: Tailor your community engagement strategies to align with the unique characteristics and user expectations of each platform. This customization can increase relevance and foster deeper connections with your audience.
  • Active Listening and Engagement: Encourage dialogue by actively participating in conversations, acknowledging feedback, and demonstrating that your brand values its community’s voice. This two-way communication is essential for building trust and loyalty.
  • Consistent Brand Messaging: While the mode of engagement may vary across platforms, ensure that your brand’s core message and values remain consistent, reinforcing your brand identity and fostering a unified community experience.
  • Leverage Community Ambassadors: Identify and nurture relationships with key community members who can act as brand ambassadors. These individuals can help moderate discussions, generate content, and spread positive word-of-mouth.

Understanding Your Audience Through Data

Robin emphasizes that a profound understanding of your audience through data is crucial for any marketing strategy’s success. By integrating analytics and direct engagement methods, such as surveys and social media interactions, brands can achieve a detailed view of their audience’s preferences, behaviors, and needs. This combination of quantitative data and personal interaction not only enriches marketing strategies but also ensures they are more effectively resonant with the target audience, facilitating targeted and meaningful engagements.

 Tips for Data-Driven Strategy

  • Segment Your Audience: Use data to segment your audience based on behavior, preferences, and demographics. Tailored content and messaging can then be developed for each segment, increasing relevance and engagement.
  • Test and Learn: Utilize A/B testing to experiment with different content, messaging, and engagement tactics. Analyze the results to determine what resonates best with your audience.
  • Leverage Social Listening: Monitor social media and other online platforms to understand the conversations happening around your brand and industry. This real-time feedback can provide valuable insights into audience sentiment and emerging trends.
  • Integrate Data Across Platforms: Ensure that data collected across various platforms is integrated into a unified analysis framework. This holistic view can reveal comprehensive audience insights, informing more cohesive and strategic marketing efforts.

The Future of Marketing and Emerging Tech

The trajectory of marketing and the influence of emerging technologies on consumer experiences are subjects ripe with speculation and anticipation. As we navigate through the current digital marketing landscape, it’s evident that technology not only plays a crucial role in shaping marketing strategies but also in redefining the very fabric of consumer engagement.

Speculations on Future Marketing Trends

The future of marketing is invariably linked to the advancement of technology. Here are a few speculations on what we might expect:

  • Augmented Reality (AR) and Virtual Reality (VR) Integration: These technologies will continue to blur the lines between the digital and physical worlds, offering consumers immersive brand experiences that were previously unimaginable.
  • AI-driven Personalization: Artificial Intelligence (AI) will take personalization to new heights, enabling brands to tailor experiences, content, and recommendations with unprecedented precision, enhancing customer satisfaction and loyalty.
  • Voice and Conversational Marketing: With the rise of smart speakers and voice assistants, voice search and conversational marketing will become integral components of a comprehensive marketing strategy, emphasizing natural language interactions.
  • Sustainability and Ethical Marketing: Consumer awareness and concern about sustainability and ethical issues are on the rise. Brands that align their marketing strategies with these values will gain a competitive edge.

Embracing Emerging Technologies: The Apple Vision Pro Case Study

The Apple Vision Pro has emerged as a groundbreaking development in the realm of marketing and customer engagement, signifying a leap forward in how brands connect with their audiences through technology.

With the Apple Vision Pro, users can engage with brands in a fully immersive, three-dimensional space, enhancing the memorability and impact of customer interactions. By integrating digital content with the physical world, the Apple Vision Pro opens up new possibilities for brands to create meaningful and engaging narratives, highlighting their values and offerings in a compelling way.

Potential Applications of VR, AR, and XR in Creating Immersive Brand Experiences

  • Virtual Showrooms and Product Demonstrations: With VR, brands can create detailed virtual showrooms that allow customers to explore products in a highly interactive and engaging way. These virtual spaces can simulate the look, feel, and functionality of products, providing a rich, informative experience that can influence purchasing decisions.
  • Enhanced Training and Tutorials: AR and VR can be used to develop interactive tutorials and training materials that offer a hands-on learning experience. This can be particularly beneficial for complex products, allowing customers to gain a deeper understanding of how to use them effectively.
  • Immersive Brand Storytelling: XR technologies enable brands to craft immersive narratives that engage customers on an emotional level. By placing users within the story, brands can create a more profound connection, fostering loyalty and enhancing brand perception.
  • Personalized Shopping Experiences: AR can personalize the shopping experience by allowing customers to visualize products in their own space or on themselves before making a purchase. This technology can reduce the uncertainty associated with online shopping, leading to higher satisfaction and lower return rates.

The Apple Vision Pro underscores the vast potential of emerging technologies in transforming marketing strategies and customer engagement. By embracing VR, AR, and XR, brands can create unique, immersive experiences that captivate audiences, deepen connections, and drive engagement. As these technologies continue to evolve, they will undoubtedly play a pivotal role in shaping the future of marketing, offering new ways for brands to connect with their audiences in meaningful and memorable ways.

Conclusion: Embracing Innovation for Future-Ready Marketing

A few core themes stand out as we wrap up our exploration of the evolving landscape of digital marketing and the pivotal role of emerging technologies. Robin Dimond’s insights underscore the necessity of embracing innovation, diversifying platforms, and understanding your audience through data to craft marketing strategies that not only resonate today but will continue to do so in the future.

Innovation in marketing is no longer a choice but a necessity. The digital world is in constant flux, with new technologies reshaping how brands connect with their audiences. From the immersive experiences offered by AR, VR, and XR to the personalized engagement enabled by AI and data analytics, the tools at our disposal are more powerful and varied than ever before.

Encouragement for Brands to Experiment

To thrive in this landscape, brands are encouraged to experiment with new technologies and platforms. Experimentation is the key to discovering what resonates with your audience, what enhances your brand message, and what drives engagement and conversion. It’s through trying new approaches that brands can discover the unique mix of strategies that works best for them.

  • Foster a Culture of Curiosity: Encourage your team to seek out and experiment with new technologies. Whether it’s a new social media platform or an emerging tech like AR, each experiment provides valuable learning opportunities.
  • Listen to Your Audience: Use data and direct feedback to guide your experiments. What does your audience respond to? What do they value? Tailoring your innovations to meet their needs can significantly increase the impact of your efforts.
  • Embrace Failure as a Stepping Stone: Not every experiment will be a success, but each one offers insights that can refine your strategy and approach. The key is to learn, adapt, and iterate.

As we look to the future, the landscape of digital marketing will undoubtedly continue to evolve, bringing new challenges and opportunities. By fostering a culture of innovation, experimentation, and adaptability, brands can not only navigate these changes but thrive, staying connected with their audience in meaningful and engaging ways.

SHOW TRANSCRIPT

This transcript is automatically generated by Descript.  Any errors or omissions are unintentional.

[00:00:00] Jeff Sieh: Hello folks. Welcome to social media news live. I’m Jeff C. And you’re not.

[00:00:04] Paul Gowder: and I’m Paul. And this is the show that teaches you all things that’s going on in the world of social media.

[00:00:09] Jeff Sieh: have you ever found yourself pondering the future of your brand’s presence on social media?

[00:00:14] Amidst this news of platform TikTok, maybe you’re seeking Insight on how to

[00:00:19] safeguard your marketing strategy against such uncertainties as we’re in right now. So, do you want to know more about emerging tech and what might affect your business? If these concerns resonate with you, you’re in the right place.

[00:00:32] Today, we’re delighted to host Robin Diamond, an expert in leveraging omni channel strategies and emerging technologies to build resilient brands. Robin will share her

[00:00:41] expertise, her strategies for navigating these turbulent digital waters, and how to focus on them. Future proof your brand’s marketing strategy.

[00:00:48] So sit back, clear your schedule, clear your mind and get ready for this week’s episode of Social Media News Live. Robin, thank you so much for being here today.

[00:00:56] Robin Dimond: Thank you so much for having me. I’m super excited to be talking about this.

[00:00:59] Jeff Sieh: So I want to introduce you guys to Robin. Robin is the CEO and founder of Fifth and. Core, It’s a marketing and innovative company and Robin brings over 18 years of experience that has led to a successful team and client success stories over the years.

[00:01:14] She’s passionate about the human

[00:01:16] experience. She strives to bring sensory experiences to the heart and the heart back to all her team’s work and Thus lives up to the name Fifth, which means five senses, and Core, which is Latin for heart. What a cool name for a company. So, Robin, once again, thank you for being on the show today.

[00:01:32] She’s also the co host of Agorapulse, the summit you guys are doing. Can you talk a little bit about that, Robin, what you’re doing with Mike?

[00:01:38] Robin Dimond: Sure. So, I am the co host with Mike on MarTech. It is done by Agorapulse. and it’s every week we go in there and we talk about what’s new in marketing and technology. And honestly, it’s really just to help. People or brands see what’s coming because it’s, it’s coming at us all so fast. so we do the show just to talk about those latest and greatest updates that are happening and then tell them how they can solution to help their teams.

[00:02:03] Jeff Sieh: Yeah, they’ve got some great guests because secretly I’ve been editing their podcast and it’s, it’s, there’s, you guys got to check it out. It’s going to be amazing. When the podcast launches, I think at the end of this month, you guys need to sign up for it because it’s, they have some great guests, great

[00:02:15] conversation over there. Something else I want to do before we get going too far into the show is I want to give a shout out to our sponsor Ecamm. They’re what makes it happen. You saw me doing some crazy

[00:02:25] wild switcheroo stuff at the beginning. You can find out more about them at ecam.com/jeff. Thank you so much for Ecamm for sponsoring the show.

[00:02:32] You can actually use Code Jeff 15 to save 15% on your first purchase, so check that out at ecamm.com/jeff. Alright, let’s talk about the future of marketing. We are gonna dump right into this. So the thing I wanted to ask, first of all, because we’re gonna talk about omnichannel marketing, and that’s something that you, talk about a lot you’re passionate about and.

[00:02:56] Let’s just pretend some people may not know what omni channel marketing is. Can you tell people what that is

[00:03:00] and why it’s important?

[00:03:02] Robin Dimond: Absolutely. And we’re going to talk about even more why it is important, like a little bit later, but for Omnichannel, it’s seamless, consistent, personalized customer experience across multiple channels. And this is really focused on the customer centric of marketing instead of just It’s all about data driven ideas.

[00:03:21] It really creates a seamless journey to meet

[00:03:23] your people where they’re at.

[00:03:25] Jeff Sieh: Gotcha. So, my, my daughter who’s actually getting a marketing degree says, Dad, you’ve got to ask this next question. what’s the difference between omni channel marketing and multi channel marketing? Is there a difference?

[00:03:41] Robin Dimond: There, there actually is a difference. When you’re doing omni

[00:03:44] channel, you’re going across everything with that, with the whole same idea. So before we used to like hyper focus on one thing and none, it was almost like none of the parts of the body talked to each other. So I try to think of omni channel as your one body.

[00:03:59] If I only go in and work out my abs every

[00:04:00] single day, I’m not

[00:04:01] really going to get results. I need to be doing. All the things, but having the same structure

[00:04:05] in plan. So omnichannel is taking your

[00:04:08] messaging and kind of manipulating it to each platform, but making sure you’re consistent

[00:04:12] across each platform.

[00:04:14] Jeff Sieh: Gotcha. And, Paul, you can go ahead and take this next

[00:04:18] question because, I know, You know, you, you look at other companies and you, and you, cause Paul’s really, he has a

[00:04:24] huge Facebook group. He does, you know, live shows across the nation. Paul, what, what, what are your questions

[00:04:31] about this

[00:04:32] Paul Gowder: Yeah, you know, we’ve all heard that the possibility of what’s happening with TikTok. so how, how do we prepare our marketing strategy, not just for, for that, but, you know, with Google’s algorithm changes in, Facebook changing their organic reach. How do we prepare for that in all of these possible bans and changes?

[00:04:53] Robin Dimond: Paul, honestly, like that’s the best question. And you know, I used to tell everyone, create a roadmap. Take that roadmap. so much for joining me today, and I will see you in the next video. Bye. Bye. and then we’re seeing this ban with TikTok come,

[00:05:26] we’ve seen X or Twitter,

[00:05:28] however they want to be called. we saw all the changes that they’ve

[00:05:31] gone through.

[00:05:31] And so if you have a roadmap, you need to go and focus only 90 days. Don’t be focusing way out there. You need to come up with a channel

[00:05:39] strategy so that you’re across multiple channels because our brands who were able to be across multiple channels, like they had an X, they had a YouTube, they had a Pinterest.

[00:05:50] We had a heyday making memes all day about Meta being down.

[00:05:54] Jeff Sieh: Right,

[00:05:55] Robin Dimond: It really was just us making memes and making fun of the other channels for being down. With this TikTok ban, all these companies who were like ride or dying

[00:06:02] on TikTok and didn’t want to go onto their other platforms, we saw a

[00:06:06] really big, we’re seeing really big issues and a panic attack with that. so it’s really spreading across all of

[00:06:12] those. But to say that we’re going to be

[00:06:14] prepared, I would say the first couple years of my life in marketing was amazing. The last three have

[00:06:20] been terrible. Google strangers, meta going down this TikTok band, you’re like, I’m sorry, I don’t know what the heck we’re doing out there.

[00:06:29] So I think it’s like, we need to be very truthful and honest and really create a partnership in a community. I love that you have a Facebook group, but you should have a group on every single channel like that. There should be LinkedIn connections, brands to diversify.

[00:06:43] Jeff Sieh: So I want to talk about that because, you know, I’ve been doing this social media marketing and marketing stuff. We were talking with Mike, you know, Mike was on last week and we’ve been friends in this like back in the, here we go, Chris Stone, Google Plus days. And, One of the things is, you know, a lot of times people say niche down, niche, niche, niche, niche down, only be on one platform so you can concentrate on that.

[00:07:05] And, you know, that’s great until you’ve built your platform on a company like TikTok that may go away. And I, I under, listen, I understand why people say that. People are upset and like, why are they going to ban this thing? We’ve built our whole business on that.

[00:07:21] So what lessons can we

[00:07:23] learn? And like, especially from like, you know, fifth and cores ability

[00:07:26] to pivot, you know, quickly on this kind of stuff.

[00:07:29] What should, what should we do? I mean. It just seems

[00:07:32] like we can’t do anything right. And every time we start to build something up, we get slapped down. So what do you tell people who like, listen, I can barely do one platform. How am I supposed to diversify and do it everywhere?

[00:07:44] Robin Dimond: I think that’s a great question. And this is a question I’ve been getting asked a lot lately. Okay. Hey, I barely can keep up with my Twitter and it is really about coming up with a strategy, come up with a posting cadence for you. And what I mean is that as if your brand can only do it twice a week. Do it twice a week.

[00:08:03] Do all the channels. Maybe they’re going to all have the same content, but you can’t niche down. Get to know who your customer is, not who your customer is on each platform. Because the other thing that we’re doing wrong is everyone’s like boomers are on Facebook. Boomers aren’t my clients. Or boomers are on this and Gen Z’s over here.

[00:08:21] That’s not true. The worlds have merged so quickly now. My dad, I joked, I

[00:08:27] actually said this yesterday on the social summit podcast.

[00:08:30] I was like, my dad showed me something before. That’s why I was late to my own podcast was because my dad was showing me

[00:08:36] something on Instagram and he’s 71 years old and he’s out there and he’s like,

[00:08:39] yeah, this is how you do it.

[00:08:40] And I’m like, I’m

[00:08:41] a Gen X. How do I not know? He’s like, because you’re on all the platforms. So what I would tell a brand is find who your people are, what do they like to hear? And then meet them across every platform. It’s okay if it’s the same content, just serve it up differently.

[00:08:56] Jeff Sieh: So one of the things, you know, and, and tell me if I’m wrong, but technology now has made it easier than ever to go

[00:09:04] omnichannel because before it was hard. But like right now we are going live. On all these different places, I’m able to pull, with the magic of Ecamm, pull in comments from, YouTube, like, Chris Stone is over there, because I said Google it’s his drinking game, so he said, he said clink, he had to take a drink.

[00:09:22] And, you know, Dustin Stout’s over there, we got people over on Facebook telling me, like, hey, Facebook’s kind of weird since it went down, tons of spam ads and stuff like that. But the technology is here where I’m, I’m able to do this omni channel everywhere, and, And, when I do these clips that I repurpose, I use Agorapulse, which allows me to have buckets that I continue to rotate these clips out.

[00:09:42] So, do you think that advice saying, you know, niche down a specific platform is outdated because of technology, or is it just the world, you know, that we’re kind of living in and that people aren’t educated with the tools that you can use to go everywhere at once?

[00:09:58] Robin Dimond: I think people don’t know about the tools, because it’s exhausting to keep up with all of this. and I want to give, you know, those people credit, but I also think people are in an old school mindset. They heard something five years ago, and that’s not a thing anymore. It, we don’t control the platforms.

[00:10:14] The platforms control how we do content. And so if you’re not across all of them, if you don’t have a robust, Blog that people can go to a YouTube channel, Instagram, a Facebook. I didn’t even have LinkedIn five years ago. Not at all. My old CEO used to make fun of me about it. And now I have almost 27, 000 connections.

[00:10:34] I went ham on it because I realized that if meta goes down. I’m in trouble personally, business wise, all the things it’s going to personally affect us. And so I think don’t niche, like you really can’t niche down anymore. And also audiences are floating between things.

[00:10:50] Again, let’s go back to the Gen Z’s are going over to see their grandparents and, they’re talking and you’re seeing platforms really merge across everything. AI should have taught us this. Leverage AI. I’m not saying it’s going to replace you, but leverage it. Leverage Agorapulse. I can put my content in there. Shout out to Agorapulse. I can put my content in there and it gets served across platforms. There’s tools now that can help you. And if you don’t know those tools, connect with us, watch this show, connect with us on LinkedIn, and we’ll tell you those tools.

[00:11:18] Jeff Sieh: And one of them is, Dustin’s in here too. Paul, before you ask this question, because I know I have one that just came up to my mind and I know it’s going to be important to you. So one of

[00:11:25] the things that people struggle with, and we, we, agree that it’s important to build community on, on whatever, you know, as with our audience, right?

[00:11:34] We need to have

[00:11:34] community. That’s something important. But what do we build it on? Because you can’t have a community everywhere, right? You can’t really have omni channel community. Do you recommend using a third party tool like, you know, Oh, Circle or something like that, that you send people to for that community?

[00:11:51] Because I know that’s a big struggle. A lot of questions. I know Lou Mangiello is in the audience. I know Paul has a huge Facebook community and this meta stuff freaks him out. Like, what, where do we put our community that we, that we maybe own it a little bit better? Do you have any thoughts or, or, you know, advice on that?

[00:12:07] Robin Dimond: Absolutely. There’s so many platforms now. I’m in a lot of different women’s groups. I’m in Slack channels now too. So all of their social channels will connect them to one that I can control. And that’s something that’s really important. And Paul, like your, your energy about this is the same thing I have.

[00:12:24] Like I’m, I’m freaking out. Cause like, okay, now 19, 000 people on Facebook are not going to

[00:12:29] actually see it. It means nothing anymore. so being able to

[00:12:33] take them off the social platforms

[00:12:35] and move them into a community

[00:12:36] platform that can be attached to your website is going to help you serve it. And

[00:12:40] it also builds, builds like a VIP feeling.

[00:12:43] And we’re seeing a lot of brands do this. I’m not saying use Reddit because Reddit

[00:12:47] can go down as well, but we’re seeing Slack channels. We’re seeing, you know, boards go up that people

[00:12:52] can be part of and that’s a lot better. Get them, get all your social channels to go to one

[00:12:57] that you own that. So that if, if meta does go down, you can say, Hey, you, can tune into us on YouTube over here.

[00:13:02] Jeff Sieh: Great, great points.

[00:13:04] Paul Gowder: And I like what you’re talking about, how we need to know our audience, not just know, no platforms, but no audiences. So what are those key metrics that you use to kind of help identify where your, who your audience is and, and how you, appeal to them?

[00:13:20] Robin Dimond: So we ask them, because I’m gonna tell you meta does not give you the truth. They’re like, your audience is 30 to 40. And I’m like, no, they’re not. so we do polls on social. We ask them, where are you coming from? What location are you? there’s the bots out there and every single marketer right now is like.

[00:13:40] The bots are killing me. the bots out there are going to throw your, your algorithms off. They’re going to throw everything off. And so we ask people, where are you from? How’d you hear from us? We, we actually go back to this fricking

[00:13:52] device and I will actually write after people and say like, Hey, thanks so much for the feedback.

[00:13:57] Where’d you hear from

[00:13:58] us? And people are like, Oh

[00:14:00] my gosh, what, what do you mean? How did you know about it? And I’m like, okay,

[00:14:02] great. And I’ll start following them or I’ll like

[00:14:04] their community. It’s really, when I say it’s about going authentic, that’s the one thing that socials taught us recently is we need to be more authentic. I know I probably should be saying something else. Like I should be like, look at this or look at your insights. Your insights are skewed, skewed very, very heavily.

[00:14:21] Jeff Sieh: So, I’m gonna go back and, and, you know, you, authenticity is something everybody talks about. So how do you do that at scale? Or is it something you can’t scale and that’s okay?

[00:14:32] Robin Dimond: You, you can, there’s certain times that you can go on live and you let people know We let people know, Hey, we’ll be answering

[00:14:38] this from 10 to 11. Hey, we’ll do a poll and we’ll follow up tomorrow. Like

[00:14:43] we, you have to share it. And it’s, I’m going to go to dating. I can’t, if I don’t tell you the expectations of dating me, then how can you expect that?

[00:14:51] Same thing with your clients, same thing with your customers, same thing with your groups. If you’re really wanting a community, let them know. Hey, every day from 10 to 11, these are what I, I answer your questions. I’ll get through as many as I can. If I don’t see you tag me again. It’s really being more transparent with people.

[00:15:06] Jeff Sieh: Well, I think one of the things we’ve just learned in this first section is like, be authentic, but also be everywhere. And one of the things is the, you know, the technology we talked about and AI. I know Dustin Stout, who you just interviewed not very long ago, he goes, he had his new BFF because he was on your show, so, with

[00:15:25] Robin Dimond: We’re getting matching bracelets dusted. I know I’m sending material.

[00:15:29] Jeff Sieh: So, and Gary says, you know, omni channel chat comments are awesome in Ecamm. So, like, I know that Gary usually watches over on YouTube, and then I know, like, there’s a lot of people who watch over on LinkedIn, and it’s, it’s turning into a thing, like you mentioned before, is where people prefer it.

[00:15:43] My dad, like you said, he, he, he’s, like, I’ve given him all these other channels to watch. He loves YouTube. That’s his thing. He watches, like, you know, the cop shows

[00:15:53] and all the, the stuff. He, and it’s so funny that It’s a, it’s a place that they wouldn’t. And my mom’s on

[00:15:58] Instagram and like, it’s, people watch where they

[00:16:01] want to consume content. So in that vein, I want to jump, and I know you’re really passionate about this. And I’m really excited to talk to you about it is the impact of emerging tech. because one of the things you do at Fifth and Core is you, you know, I’m really interested in how you use VR and AR and XR and all that stuff.

[00:16:19] You do a lot of medical stuff with that, training people about that. So with your interest in emerging tech. What are

[00:16:26] your thoughts on the Apple Vision Pro? Because,

[00:16:29] it’s stupid expensive. it’s, it’s the first gen. it’s very, very cool. But how can marketers leverage some of this technologies for like immersive customer experiences?

[00:16:41] Cause I want to know kind of your thoughts on that.

[00:16:43] Robin Dimond: Great. so it is stupid expensive. Let’s let me, let me just say, I should pre get an insurance policy out on mine. it’s super expensive. it does have

[00:16:54] some weird hitches. Let’s just think about the marketing of

[00:16:57] Apple though. Let’s give them some credit. They said Apple

[00:16:59] vision. Meaning there is going to be another one

[00:17:04] that’s more junior coming out.

[00:17:05] That will be more affordable for everybody. So don’t rush out and buy this if you don’t need to. they also then on top of it, their marketing people are geniuses or their PR team is they announced the Apple, ring that’s coming out. So now you have the Apple Vision Pro, which is going to be able to take you into XR, it’s augmented reality, virtual reality, and mixed reality, or extent was what they call it as extended reality.

[00:17:30] It’s going to be able to take you into all of those things. When I put mine on, it’s easier for me to use than the Oculus. And I’m going to share why. I had a stroke several years ago, and so any VR that I’m completely shut off makes me nauseous within like 30 seconds. I cannot do it. I’ve gone to shows. I was at CES in Orlando, and I put on a headset.

[00:17:50] The Apple Vision allows you to see through, and it is very adaptable. Their hand tracking, their eye tracking, is also super quick. Yes, it’s still clunky and

[00:18:01] everything is. The first phone that

[00:18:03] came out was not that great, but this is where people are going to. Now, the other thing is men say it’s not that heavy on my face.

[00:18:11] It’s like. Like you pick up your, it’s like, and you get those nice dents underneath your face. It’s not practical. They will come out with the next version.

[00:18:20] We’re seeing this, but

[00:18:22] it took what other

[00:18:23] brands like Google, Glass and Magic Leap, and it merged them together. And then they started adding on layers.

[00:18:32] Jeff Sieh: Yeah. So, Go ahead, Paul. I’m sorry. I’m so excited. So

[00:18:37] Paul Gowder: so,

[00:18:38] with all the things coming out, do you recommend, and if so, how can we as businesses leverage it to really create interactive, engaging customer experiences?

[00:18:48] Robin Dimond: I do recommend it as a business. if you can make the investment, make it, if you can’t, Hold, there’s going to be another one coming. Like we have to know that’s what they do every year. if you can use it, there is, and you have the Apple or the Apple phone 15. If, if you have this, go into where you’re shooting video, hold your phone horizontally, and you will actually see a little mask pop up.

[00:19:12] we started shooting content for all of our clients with that little mask. And so now that content is created for the Apple vision pro. And that is something that businesses need to jump on, start playing with, because now you’re shooting content that

[00:19:26] can be 180 degrees in

[00:19:28] front of you. It is set in front of that. That’s how social is

[00:19:31] going to be. And so brands who were paying all this money for these photo shoots, this just solutioned all of it. The LIDAR Solution Day and it’s better than any cameras. It’s better than a photographer and you can actually go out there and I understand because I do have photography as an asset.

[00:19:46] My brother’s a great photographer. I’m not pooping on photographers or videographers, but they solutioned all of this really quickly. And so yeah, Paul, if you can make the investment, make the investment. If you can’t and you have an app, you have an Apple phone that’s a 15, start shooting content that way.

[00:20:03] Start capturing it now so that it will be ready for the people who

[00:20:06] can afford those things.

[00:20:08] Jeff Sieh: I want to talk about, because I,

[00:20:10] it appears right here. Yes, I brought it right here. I had to show it. So I’ve got this little protective thing on it because I’m scared to death to break this thing. So what you just said about the spatial, computing, that’s the one thing I think is going to change how we take photos.

[00:20:25] Because you mentioned with the Apple 15. And so I can talk about it all, you know, until my face turns blue, but until you experience it, you don’t, you can’t understand it. I wish that I was able to go back and take my kids photos in spatial, because it is, if you ever watch Harry Potter, it’s like a pensive, like it feels like you’re going into a memory.

[00:20:46] It is, it is, it’s like that. And I can shoot it, like I can put this on my head and like shoot video, but that’s ridiculous. But they have it, like you said, for the Apple 15, that you can shoot it natively on that. I think that’s how it’s going to change the way we take photos because, like for me, like I know I’m going to die, hopefully not soon, but eventually, but I would love to have me talking to my kids in this, this spatial video and spatial photos.

[00:21:11] It reminds me, okay, spoiler alert, remember in Avengers Endgame when Tony, they’re watching Tony say goodbye to his kids and he’s got it. It’s like that! It’s like I could do that kind of stuff for my kids. So I think that one thing everybody’s like, what’s the killer app? What’s the killer app?

[00:21:28] I think it’s that it’s not there yet for everybody.

[00:21:31] Like it is

[00:21:32] ridiculously expensive. it is ridiculously heavy on your face. but the tech on that stuff is amazing. And I think it’s going to change. we shoot photos as a home, you know, video person, and that kind of thing. So that’s just me. want to bring up this comment by Corey. He goes, VR Ed Tech is going to change the world based biased as his company is doing it, but believe me, you know, he’s saying it’s going to happen.

[00:21:54] So, that’s where I want to talk about a little bit right now, Robin is, you know, educating clients. It’s like, how do you approach You’re educating your clients, particularly like in this medical space where you’re teaching people like this is an asset that you can use to train your people with or to, you know, explain things or even procedures.

[00:22:13] So how do you, you know, educate clients who are like, okay, I know it’s, it just came out. What do I do? How do you, do you have to go and show it to them? What do you do to kind of explain this technology to your clients?

[00:22:25] Robin Dimond: well, absolutely. I want to touch back about what you said about your family because

[00:22:29] what we’re seeing is the greatest

[00:22:31] exodus of boomers leaving businesses right now. And so

[00:22:35] the same emotional connection that you just had about your children and like leaving your legacy with them and being able to shoot it is what business owners are doing.

[00:22:44] And before these private equity companies come in or before they leave it, they’re going to be shooting content that someone can come in on a day of training and know why Robin came up with the name Fifth and Core. Why

[00:22:54] was it important to me? It is going to be an educational factor. It’s going to be a

[00:22:59] legacy factor of businesses.

[00:23:01] Imagine going to Hershey and seeing

[00:23:03] everything that Hershey did, like in a headset and like really being brought in instead of watching

[00:23:08] an old school video like that. So you’re, it’s going to be the legacies of companies, companies that have been

[00:23:14] around for 98 years who want to pass it to their

[00:23:16] next, to the grandchildren.

[00:23:18] Imagine being able to see your great grandfather

[00:23:20] talk to you about something. and I think that it’s just as much.

[00:23:24] Personal as it is business. And I love that you had said that. And I was like, I need to like go back

[00:23:28] Jeff Sieh: Oh, yeah, yeah, yeah.

[00:23:30] Robin Dimond: because as

[00:23:30] for a business owner, and you’re like, Hey, what is my legacy?

[00:23:33] I put all this time, this effort. I barely, I got to sacrifice time

[00:23:36] with my family. I can now have to go

[00:23:39] over to a business. I want that legacy to be lived throughout. And so I think that’s where we’re going to start seeing businesses adapt

[00:23:44] this business owners, companies that have been passed down. Now, what you said about the VR

[00:23:49] and medical, next week, we’re going to be in

[00:23:52] Dallas, Texas, at the Beauty Boss Conference. And we actually show where nerves,

[00:23:58] veins, muscles, skin, how to do injections. we did one in, Boston, in Cambridge, actually, we did a cadaver

[00:24:06] course. And being able to layer

[00:24:08] on the face, we actually used my face as an example. So you get to put on augmented reality and actually see the work that I’ve done.

[00:24:16] I said, Before we get started, I want to give you a little bit of background on what we’re talking about it. So we’re seeing the medical

[00:24:35] field advance drastically. Let’s also talk about

[00:24:41] the automotive world.

[00:24:45] We’re seeing a lot

[00:24:46] of blue collar people. Now you’re talking about you’re driving this in every day.

[00:24:49] If someone doesn’t do this correctly, if they don’t put a tire on back on, or their training’s not done, your life is

[00:24:55] in their hands. So being able to put a headset on somebody and

[00:24:58] train them, you have now a

[00:24:59] retired generation who can sit at home, remote in, they’re in the comfort of an air conditioning, but they can also

[00:25:05] teach the younger generation. And that’s where we’re seeing this educational part take off rapidly.

[00:25:10] Paul Gowder: So, I’m taking notes while

[00:25:12] you’re

[00:25:12] Robin Dimond: I was like, whoa, okay, what’s

[00:25:14] happening?

[00:25:15] Paul Gowder: yeah, and we have one of our biggest events of the year coming up in April, so I’m writing down, oh, I gotta do this here, I gotta, you know, make sure I shoot video for VR. But at the same time, then I’m thinking, this is our biggest event, this is where we get video and film.

[00:25:29] And photos and all the things for the rest of the year. And I am really, really easily tempted by the shiny new thing. And I will run off and chase it and neglect everything else. So we’re with omni channel marketing, where, how do I draw the balance and how do I find that, that right balance of, and mixing in the new emerging tech within trying to be everywhere.

[00:25:51] Robin Dimond: It’s like finding balance in life though. It’s, you know, we go to these events and we’re like, okay, let’s get a certain amount of content this way.

[00:25:58] And we just follow a script. And

[00:26:00] then we, classic is always going to be there. There’s always going to

[00:26:02] be that retro, that spin, that classic. So get the regular

[00:26:06] photos, and then look at it from

[00:26:08] different ones. Shoot this way, shoot this way, ta da, and make sure you have a checklist. And that’s what we tell

[00:26:14] my team as we go through. It’s like, okay, we shot all this content. That’s great. And we have two people always going, one’s always shooting this way. One’s always shooting

[00:26:21] content this way. and then you have

[00:26:23] the photographer who’s capturing whatever, but don’t be exhausted.

[00:26:27] Use what works,

[00:26:28] put it out there and then give feedback. If it’s the best content you’ve ever shot, then you know you’re

[00:26:33] doing something right. Or maybe your audience is just not ready for it, but Paul, don’t be

[00:26:37] exhausted.

[00:26:38] Jeff Sieh: And

[00:26:38] Paul, I’m just thinking, like, it would be so cool, cause, he does powwows across the

[00:26:42] country for, for, what’s the big event that’s coming up?

[00:26:46] Paul Gowder: Gathering nations.

[00:26:47] Jeff Sieh: yeah, and so, being able to see that in, like, the spatial video, that would be

[00:26:52] sweet, Paul, that would be, like, really, really cool. So, anyway, I mean, and the thing is, it’s like, yeah, maybe a lot of people don’t have to be able

[00:27:00] to watch it back, but now, even, the MetaQuest

[00:27:03] is allowing you to watch spatial videos inside of that, and so, it’s starting to open up, but I just think

[00:27:08] it’d be a cool thing. Anyway, Corey has

[00:27:10] a great, point here, and I wanna know your,

[00:27:14] So, your thoughts on this, Robin. He goes, my company’s biggest hurdle is convincing some of the older generations that VR has advanced since the 80s and demonstrate the capability to achieve better learning outcomes than traditional schools.

[00:27:27] So, how do you do that? Because, I mean, even the medical profession, they have some emerging tech and they’re maybe a little bit more open to that, but still, I’m sure that’s a struggle for you as educating young people. clients about this new technology.

[00:27:40] Robin Dimond: Corey, I feel like a broken record. They can watch every podcast. They can be like, it’s so cool. We’re not going to do it. I’m like, what the, come on. so yeah, I agree. And it’s, I think the bridge and I, I’m going to use my parents as an example. If you can’t tell, I absolutely adore my parents. Augmented reality is that

[00:27:58] bridge.

[00:27:59] Virtual reality is very hard for people for me, especially, but augmented reality, being able to

[00:28:04] see through something, it is way more

[00:28:07] adaptable and. My parents are not tech people. They’re real life people. Now, my mom was a teacher. And so when I put

[00:28:14] an augmented reality headset and

[00:28:15] she can build blocks, she’s like, oh, okay, but we’re also doing augmented reality without a headset.

[00:28:20] And I want to

[00:28:20] talk about that for the older generation. There are. 2D barcodes. There are. QR

[00:28:26] codes that you can scan over

[00:28:28] and something can pop up on your phone. One, you’re getting user generated content, but you’re also being able to see something. So we did this for a

[00:28:35] seafood restaurant. We took a picture of the oysters.

[00:28:38] We actually made the ice cube, the QR code. Scanned over it. And it actually told where each oyster came from. So you’re like, this is a blue point. This goes with this wine. Well, people were playing with it so much. And it was such a, like the restaurant got user generated content. The people were enticed.

[00:28:55] We didn’t have to worry about a server, not telling the right thing. we didn’t have to worry about allergies. So we’re doing this for a lot of different people and when they can see it and it’s not a headset, it’s a lot

[00:29:04] easier. So the bridge is augmented reality and augmented reality can be done on On a TV, it can be done

[00:29:10] in a headset and it can be done on your phone with a

[00:29:12] QR code.

[00:29:13] And I think that’s where brands need to start looking at. But yeah, it’s not just the

[00:29:18] older generation either. I have to say boomers are more accepting

[00:29:23] of it. It’s the

[00:29:24] Gen X and I’m a Gen X that are. We are just pushing back so hard and

[00:29:29] I don’t understand why and it is, it’s, the boomers are great. They have plenty of time to learn.

[00:29:33] They’re at home. They’re

[00:29:34] retired. They’re looking through stuff. It is our

[00:29:36] generation. And so it’s an educational thing and it’s like social 15 years ago and not, not to call you out Jeff, but you, we were all

[00:29:45] Paul Gowder: Have

[00:29:47] Robin Dimond: And I remember people being like, this is a phase. Facebook is a phase. Cool. It didn’t go anywhere. So for a brand to pay attention right now,

[00:29:56] pay attention to this. It’s not going anywhere. It’s going to be how we talk to each other. You must jump on it immediately.

[00:30:03] Jeff Sieh: So I want to talk about, a little bit. First of all, I want, I want to give a shout out to, some of my, people watching. And thank you, Jim. He says, I’m watching the show on YouTube because it helps his minutes go towards monetization. That’s awesome. And Corey has something really good. He was like, just imagine a single mom who can’t go to school during the day because she has to work and now she can go to school at night.

[00:30:25] And, you know, I want another big shout out, so everybody wish, Chris Stone, it’s his birthday today, so happy birthday, Chris.

[00:30:34] Paul Gowder: a great I’m, I don’t know, you know, how, yeah, so, Jim called it out, let’s wish Chris Stone an early happy birthday, so

[00:30:40] Jeff Sieh: awesome, awesome, you know, Chris Stone. One of the things that I wanted, before we move on, Oh, this is a great point by Kira.

[00:30:49] She goes, remember when people said, don’t film it in 4k because nobody has a TV to showcase it. It’s crazy to think about that now, but every piece of tech we have used daily now was once thought of as inaccessible. So that is very, very cool. one of the things I, before we go on too much more, and we, and I talked about before the show, there’s a difference between VR.

[00:31:12] AR and then like mixed reality. And Apple is the first one. that’s, and they have coined a new term called spatial computing, which is so Apple,

[00:31:22] but, the, let’s talk about the differences between that, because this is the first headset that has that clear enough pass through. Now MetaQuest has pass through and pass through means you can see, like I put it on and I can still see, it’s got cameras that show me what I’m, you know, and, and I don’t have to have, like, I’m not, I don’t feel blind with it on and it has a great camera.

[00:31:43] So, Robin, talk a little bit about VR, you know, and, and all the different R’s and mixed reality and all that stuff.

[00:31:51] Robin Dimond: Okay. so let’s try to break it. And I, I love this question because it’s, and when I started saying AI people, or I’ll say augmented reality, people are like, I love AI. I’m like, Nope, Nope. Nope, that’s artificial intelligence. So let’s, let’s take a couple steps back. Virtual reality is like virtual training.

[00:32:08] So it’s like a simulation. You cannot see anything else out there. You are completely encompassed. If you’ve gone, you’ve talked about Disney, Jeff, this is like, you know, Epcot, virtual reality. We are completely encompassed in that. We cannot see past it.

[00:32:22] Jeff Sieh: Beat Saber.

[00:32:23] Robin Dimond: Augmented is digital elements in the real world. So it is that you might have a headset or you might have a phone and it brings that digital element to life.

[00:32:33] So you can still see everything. I cannot run around my house with an oculus headset and not run into a wall.

[00:32:40] Jeff Sieh: Right, right.

[00:32:41] Robin Dimond: Sucks. tried it, done it, have some bruises. but with Augmented reality like the Magic Leap headset or the Apple Vision Pro when it’s in more augmented reality. You can see the real world, you can see furniture, you can, you can walk around, you can do all of those things.

[00:32:56] That is why we say augmented reality is a lot better. We’re also seeing the older demographic, they don’t get that balance impairment. If you want to be completely in virtual reality, and I would say some people who are younger can do that, That is it. Now, mixed reality, or what they like to call, it’s MR or XR, whatever you want to call it, is more computer technology that’s graphics blended into the physical and digital world.

[00:33:21] So it goes back and forth between

[00:33:23] those. That makes sense for it. So, a lot of people, when you’re really thinking about it, XR is great for like, Training, Instructional Design, Project Management. That’s what those are going to be for. Where augmented reality is walking me through a futuristic home and saying, Hey, this is where your artwork could be or bring something to life.

[00:33:41] Where virtual reality, I’m not really walking around with it. And we’ve all watched, we’ve all watched the YouTubes of people running into two things. Reality is where you’re going to be completely encompassed, immersed in it. Broke

[00:33:53] Jeff Sieh: Yeah, that was great. So one of the, one of the cool things about the Apple Vision Pro is right here on the top. There’s this digital crown, right? And it’s like the digital crown on your watch. And the cool thing is you can have that pass through where you can see everything around you, which would be the mixed reality.

[00:34:06] But you can dial it in, so you can dial your reality down. And I don’t know, Apple has done it. Where it has this fog where you can like fade out the real world and you’re sitting and, you can sit on the moon and watch a movie in 4k in each eye. it is amazing and that is the first time I think, now like the meta quest you can tap on the side and you can enter to pass through and you can see around you in a kind of a

[00:34:29] black and white, not very, it’s really grainy, not really great.

[00:34:32] But with the Apple, you can like leave it on. I can look at my computer and throw up a big monster screen and actually do my video editing with a huge 4k. Monitor. So that kind of stuff where you can dial into reality is, I think, the thing that makes Apple kind of set itself apart because of the, the quality.

[00:34:50] So anyway, thank you for clarifying that because that was something that I, I, I, I know a little bit about, but I’m glad I got your take on it. So, I want to dive into this next section. but first I’m going to do a big shout out once again to our folks at Ecamm who make this possible. they are, you can find out more about them at Ecamm.

[00:35:10] com forward slash Jeff. They’re the ones who sponsored the show. Use code JEFF15 to save up to 50%, 15%, 15 percent on your first purchase. So, we’ve got, this is a great question before we move on to, from Richard. He goes, if you shoot in spatial video, can you still use it now for traditional videos on social and they just won’t get the full experience until they get headsets or watch it in a different way?

[00:35:32] Robin Dimond: Yes.

[00:35:33] Jeff Sieh: I wasn’t sure about that, so good to know. All right, so we’re going to talk about some strategies and opportunities that, that are with omnichannel marketing, and I really wanted to focus on what you guys have done at 5th Core, you know, your expertise. So what criteria should businesses consider most critical when selecting new channels to add to their omnichannel marketing strategy?

[00:35:54] Somebody just asked in the comments, what about threads? Should I be on that? So what do you tell, somebody who’s trying to, you know, figure out if this new channel is, should I be on Mastodon? I mean, all this stuff, because they’re cropping up all over. Which one should you use for this multi channel, omni channel strategy?

[00:36:10] Well,

[00:36:14] Robin Dimond: And I’m going to name those that you have to be on and then there’s the like to be on. So I want to say that. so you have to be on, and they’re the evils of the world, but we’re just going to mention them. Facebook. Instagram, Pinterest, Twitter or X, LinkedIn, and YouTube.

[00:36:34] And I’m going to give you reasons on why you have to be on that. Meta still runs everything, even though we’re making fun of them for getting shut down, they still run everything. And so you need to be on there for advertisement at this current time. For Pinterest, for just the SEO purposes and the discoverability, Pinterest right now, every brand we put on Pinterest, It is still the most affordable one.

[00:37:00] It is still the biggest one. Don’t think old school like I’m putting recipes in a baby book. No, no one cares about that. We go and find it, but it helps you rank higher on Google. When Twitter and Tesla merged, we’re going to talk about crazy Elon for a hot second. What was Tesla? Everyone’s going to go, it’s a car.

[00:37:17] No, it’s not. It was a data collection. I would put in where I go. I would show the different, how fast I was going. I would show my drive every day. Tesla was all about data collection, still is. So when he merged that, think about Twitter and data collection and what you’re able to do with that. And that is

[00:37:34] something that brands need to pay attention.

[00:37:36] I can geo target better than I’ve

[00:37:38] ever been able to do because of what X is doing. YouTube

[00:37:44] is bought by

[00:37:44] Google. So if you want to rank on Google,

[00:37:46] freaking go to YouTube. YouTube is also

[00:37:48] like hating on TikTok and Instagram right now, and they’re trying

[00:37:52] to do this. So YouTube Shorts are outperforming any other channel right now.

[00:37:57] And now my Google ranking, my SEO, is really launching. Also, with all these platforms, if you’re still thinking about SEO, you need to be thinking about GEO. And that is really going to be more AI driven content, so

[00:38:09] you want to have more visuals across those platforms, and you want to be

[00:38:12] data riched with those. So those are the platforms. If you can do all the other ones, first of all,

[00:38:17] threads was the biggest scam we all got

[00:38:19] brought into, and now we can’t get rid of it. If you delete your threads, you delete your Instagram, you’re like,

[00:38:24] oh oh sorry, are we allowed to curse on here? Sorry. you, you, you know, that was, it was, it was like a whole thing.

[00:38:32] And we’re like, what just happened here? I would say, if you can go onto Reddit, if you have time and you know, your audience, Reddit people are so smart. I don’t know where the heck they come from, but if you’re not ready to stay on that, don’t go on those. Look at those six pillar. And then expand from there if you can.

[00:38:49] Jeff Sieh: gotcha. So you said Geo. Can you explain what that was? Because that was, went really fast.

[00:38:54] Robin Dimond: So it’s generative. so you have SEO, which is, you know, where you’re going into generative. So what we’re looking at is they’re now, because of Google’s new algorithm, because of how they’re looking at content, they’re looking for data rich content, and they’re looking for it to be optimized that way.

[00:39:11] So the more data that you have, the more

[00:39:13] vision, visionary visuals that you have, is actually what they’re saying in GEO. It’s not

[00:39:18] replacing SEO yet. But it will. So writing a blog just to write a blog doesn’t

[00:39:24] matter anymore. You must have data. You must have visuals to back up that data. And that’s where that generative search engine

[00:39:30] is going to start going.

[00:39:32] Jeff Sieh: Yeah, I read something about they’re thinking in about a year or

[00:39:35] whatever that, like, the old school SEO tactics. Don’t tell Lauren I’m

[00:39:39] saying this, Paul. it’s gonna go, it’s like

[00:39:42] gonna be 40 percent lower than it is now. So, just as they start switching this stuff out. So, once again, more things to think

[00:39:48] about.

[00:39:49] But, Paul, you had a question?

[00:39:51] Paul Gowder: Yeah. So for people out there that maybe aren’t on all of the six, when we’re looking at a new channel, we’re heading, you know, wanting to dive into Pinterest, for example, what, what, how do we do that? You know, how do we start on that platform to make sure that we do engage the right people, the right customer?

[00:40:08] You know, how do we kind of set ourselves up and establish ourselves on a new platform?

[00:40:12] Robin Dimond: That’s a great question, Paul. I’m going to make it super easy. You’ve been at, you have. All of these followers on that Pinterest or on that Facebook group, you want to go back and take your old content that performed well and move it over to the new platform. The one thing that’s great about Pinterest is that your, your feed is not going to blow up just because it, so you can go in and put a hundred new pins on today because you have extra time.

[00:40:35] And then you can optimize them later on. So that is the one thing it’s

[00:40:39] not going to blow up someone’s feet. If I wouldn’t

[00:40:40] put up a hundred Instagram posts, people would

[00:40:42] unfollow me immediately. so when you’re looking at a new platform, look at what

[00:40:47] it has to benefit and come up with a schedule,

[00:40:49] use your old content that performed really well. start

[00:40:53] testing on this platform and maybe rewrap it in a totally different

[00:40:56] way. But to go back to the generative engine optimization, leverage AI. Say, take this Facebook post in ChatGPT and make it a Pinterest post.

[00:41:07] Jeff Sieh: So, I did

[00:41:09] Robin Dimond: your, I don’t, I do it

[00:41:11] Jeff Sieh: I did. And, so you, so you keep mentioning Pinterest, which I love, because that’s how I got started. It was mainly Pinterest tips. Asked Mike about it, cause he was,

[00:41:18] he and I were doing the mainly

[00:41:19] Pinterest tip show back in the

[00:41:21] day on. Google Plus, Google

[00:41:23] Plus, Google Plus. See, now it’s your birthday, Chris Stone, there you go.

[00:41:28] but yeah,

[00:41:28] so, using, and once again, it’s a tool,

[00:41:32] it’s not gonna, it’s not, you have to craft, there’s still some crafting going on, even

[00:41:35] Dustin Stout will say that with his great tool Magi. so you, you have to craft it for those different things. How do you do that, like, with video? So, like, there’s this, there’s going to be a challenge of, you know, this content adaptation across these different channels.

[00:41:52] Like, how do you, as, as the CEO of 5th Co, approach the challenge of, like, adapting this content to suit different platforms? I’m, I’m thinking specifically of video, because sometimes, like, horizontal video does better, I’m Jeff Sieh, you take all that into effect, and then craft that strategy? Because, once again, for a lot of people, this can get overwhelming really, really quickly.

[00:42:15] Robin Dimond: and no. so I told you people shoot this way and this way. and there’s a reason why we’re doing that because obviously this does not perform very well on Instagram stories. It does not, you know, we’re on YouTube. It is. And so we take the content, we shoot two different ways. that’s, what’s really helped us.

[00:42:34] Now, if we don’t, we go back and we add it. There’s

[00:42:37] things. Dustin will help you out with this, but there’s other platforms that can really

[00:42:42] help your content and, and treat it differently, but there’s also Canva that reshapes it. So we have all these

[00:42:47] tools and I think as marketers or as You know, I don’t look at myself as marketer.

[00:42:52] I look at myself as an innovator. As an innovator,

[00:42:55] go out there and find out what tools there

[00:42:56] are. There’s a lot of AI tools that will help You with video content and we’ll tell you the best way to do it, but then test and don’t kill yourself.

[00:43:04] Don’t go make a ton of content. Put a piece

[00:43:06] of content out there, see how it does.

[00:43:08] If it doesn’t perform well, okay, let’s, let’s do it again.

[00:43:11] If I say third time’s a charm or you break up with it, like third time, it’s like, okay, this type of content is not

[00:43:16] working, so let’s, let’s try something different and

[00:43:18] then ask people like, look at the the goats in the place. And I’m like, Hey, Jeff is using this platform.

[00:43:24] This is way better. I probably should be doing my

[00:43:26] podcast from this. Didn’t know about it till I met him. So You

[00:43:29] have to use your network too and your partnerships out there.

[00:43:33] Jeff Sieh: So that is really cool, because, I mean, that’s actually what

[00:43:35] Paul and Lauren and Gary, I mean, all these

[00:43:37] people who, kind of in our network, we’re always sharing, like, hey,

[00:43:40] I just found You know, AI stuff is

[00:43:42] changing so

[00:43:43] fast. Like, hey, I

[00:43:44] found this new tool called Magi. It’s amazing. And Dustin’s even saying, hmm,

[00:43:48] I wonder if I should content repurposing, like remixing, that would be cool.

[00:43:50] So, So, I love it that he’s

[00:43:52] always thinking, he’s seeing problems that we’re trying to do, and he’s

[00:43:55] trying to make, you know, fix it. and, and Mike even said, you know, Robin first introduced me to this geo

[00:44:00] just this week and it’s fascinating.

[00:44:02] So, that’s where this

[00:44:04] community comes into and that’s why I love,

[00:44:07] like you were talking about podcasting and live video where you can have this community where you

[00:44:11] can bounce ideas off each other.

[00:44:13] So, I think that is great. So, thank you for sharing that, that, that tip. Were we, were you going to say it, Paul? Go ahead, Robin.

[00:44:21] Robin Dimond: I was just gonna say like we need each other and I know I Jeff I told you you’re like I’ve been friends with Mike So I’m gonna give Mike one more shout out. I’ve been friends with him. But like it wasn’t just about a friendship He taught me. Okay. Hey, this is how you’re gonna podcast better get a better light No one can see you Robin, but then there’s things like CEO

[00:44:38] that I’m like It’s I’m in cold plunging in the morning.

[00:44:41] I read about Geo and I was

[00:44:42] like, what the heck? I got to tell Mike about this. And so

[00:44:45] it’s all of us in a network pulling together to come up with that. I

[00:44:48] didn’t meet Dustin until a week ago and he like opened my mind. I was like, literally, I had no questions for him on our own podcast. Cause I was like, my mind has been blown.

[00:44:56] It’s all of us

[00:44:57] pulling together. You cannot do this alone. You can’t,

[00:45:00] that’s It’s an isolation if you do it that way. And so Paul, when I look at your Facebook I want to be like, how did you get a Facebook

[00:45:06] community? Can you teach me that? And I’ll teach you anything else you need to

[00:45:09] know.

[00:45:10] Jeff Sieh: Paul’s amazing in email

[00:45:12] marketing. That’s his like secret sauce is right there and contest.

[00:45:16] Paul Gowder: You know, you mentioned the six platforms and we got to make sure we always put email in there too. Cause for me, that’s where my community exists. We have a Facebook group and it does really well, but I really view my email as the place where I get to talk to them in a more intimate way. So yeah, make sure you add email to that seventh one.

[00:45:34] Jeff Sieh: Right.

[00:45:35] Paul Gowder: Yeah. but also for everybody out there that’s thinking about, okay, now I need to move into the more, be everywhere. The more, Omnipresent thing. As you’ve seen other companies and you’ve worked with other companies, what are some of those pitfalls that you’ve seen? What, what should we be looking for to make sure that we don’t fall into any traps or, or, you know, start off on the wrong foot?

[00:45:56] What are things you can tell us that, that will help us avoid any issues you’ve seen?

[00:46:01] Robin Dimond: I think one in, and I, I’m, thank you so much for asking this

[00:46:04] question. One is lack of authenticity. I have watched

[00:46:09] small business owners get bought by private

[00:46:12] equity and they come in and it’s just like, it’s overwhelming. They’re not connecting to their audience anymore. And so I would say, be careful of that, be authentic.

[00:46:21] And if you can only post three times a week. Frickin

[00:46:23] great. Post three times a week. That is okay. If you can post

[00:46:27] one time a week, then keep it consistent that every Monday I’m going to drop Monday news or Friday, Friday come vibe with me on

[00:46:33] LinkedIn. That’s all you need to do. But so

[00:46:36] authenticity, be consistent.

[00:46:39] And like, don’t go gangbusters. That’s what everyone does. They’re like, we’re going to post 7, 000 times. We’re going to do eight

[00:46:44] YouTubes. And you’re like, that’s great. can you stay on that little hamster wheel for the rest of your life? No, I don’t, I don’t go to CrossFit as my

[00:46:52] first thing back in the gym, cause I’m not a wackadoo.

[00:46:55] You literally need to go in and start, let’s take a yoga class or maybe let’s stretch a little bit before we go and jump in and go hardcore.

[00:47:02] Jeff Sieh: Yeah.

[00:47:03] Robin Dimond: I think that’s where,

[00:47:04] as business owners or as people who are doing it, it is one of

[00:47:07] those things that you have to, okay, what platforms are we going to do? We’re going to test

[00:47:10] this for 90 days. Then we’ll, if we see

[00:47:13] results, let’s increase it by one more post a week. Don’t go crazy. And business owners who

[00:47:19] make their marketing team die, they can’t keep up with

[00:47:23] it. And you’re going to be

[00:47:24] replacing a ton of people. If you, if you, you’re just going to burn through people. and I do like the Paul said, email. I want to give like email and SMS a huge shout out. If you’re not on that, don’t even worry about all your social platforms. You need to be in email. You need to be able to be texting people. You need to do in person events. For your brand, come up with something. But yeah, there’s other branches of marketing.

[00:47:46] Jeff Sieh: Yeah. Or live video because you can repurpose stuff. And I know Mike’s watching because he does a really great job of repurposing everything. And he taught me a lot about that. one of the things, you know, you mentioned going to the gym. I used to lift weights, but they’re so heavy. Right. So I stopped, but being consistent, I

[00:48:04] think is very, very important. You know, like that, like doing a show a week, like we’ve been doing this

[00:48:09] show for three years, every Friday, like

[00:48:12] that, to me, I think the secret sauce for everything and you touched

[00:48:15] on it is being consistent and having those people, in your life that can keep you accountable and help, you know, like Dustin said, we make each

[00:48:23] other better.

[00:48:24] And I thought that was a great thing. And Dustin’s, you know, he

[00:48:26] always is dropping stuff like that. It’s probably cause he looks like Jesus, but, I mean, that is the core

[00:48:33] thing I think is to, we make each other better. So on this last, the kind of this last

[00:48:38] question because we’re, gosh, we’re running out of time, this is so fascinating.

[00:48:41] It’s been so great talking with you, Robin. One of the questions I want to talk about, kind of like some brass tacks, some really practical

[00:48:46] things, because we were talking about, you know, how you guys measure success at, At Fifth and Core and these emerging trends, like how much budget should we allocate?

[00:48:57] Like, you know, I’m, we’ve, a lot of people have read, read Profit First, where you, you have a, you always take so much profit out. How much should we be taking out? For Emerging Tech. Like, how much should we be putting in our coffers so that we can actually invest

[00:49:10] back in ourselves with some of these new things like the Apple Vision Pro or something like that?

[00:49:15] Because money’s tight, and if we have money, we spend it.

[00:49:17] We’re people. That’s how it works. So, do you have like a

[00:49:21] ballpark figure that you’re kind of thinking, like a percentage base of what we should hold back to invest in ourselves in this way?

[00:49:27] Robin Dimond: Oh man, I thought he was going

[00:49:28] in marketing question of percentage. And I was like, okay, I got this. Everyone asked that question.

[00:49:32] I’m good. Then he threw in no new emerging tech. And I’m like,

[00:49:37] so I

[00:49:38] Jeff Sieh: part of marketing

[00:49:39] though. It’s kind of that, you know, now it is.

[00:49:41] Robin Dimond: thank you. That’s why we’re a marketing and innovation company because

[00:49:44] they go there now they’re together like this. What I would say is

[00:49:50] do 10 percent of your budget, if you can, and be thinking about, okay, is this really the investment?

[00:49:57] You probably don’t need the Apple Vision Pro. You, you really don’t, but there are other tools like get Magi, get Canva, get these other things that you need to start working towards.

[00:50:09] Maybe sign up for the paid version of chat GPT, because that is emerging tech. The results that you get, measure it. If your team saved time. And you didn’t pay their salaries during that time, then great. Now you have that bucket to use for a new headset and that’s how we try to do it. Okay. How much time did this new platform save you?

[00:50:29] Great. Did we get to use more money for someplace else? And that as a business owner, please do that with yourself. It’s the same thing. If I want to go on vacation, I’m going to maybe not eat out as much that month. So think about what you’re saving so that you can use it and reallocate funds. It’s really how fast you want to grow.

[00:50:45] But when Chachi PT hit the world. Our computers almost shut down. That’s all we heard about

[00:50:51] for months. AI, every conference I go to, everyone does

[00:50:54] AI. Did you know there’s new AI Disney rides? They’re not, but everyone

[00:50:58] is using it because it’s a buzzword. So this is not going away.

[00:51:02] This is like social. It’s going to be here forever and you need to start investing in it, even if it’s small amounts of money from your business.

[00:51:09] Or partner with people like me, and I, if you’re in Miami, come on, I’ll take you to coffee and we’ll put a headset on you, or if you’re in one of the locations that I’m traveling to, come over and put on a different headset. Start working

[00:51:20] with people and finding those partnerships because you can probably help me in some other way.

[00:51:23] Jeff Sieh: Yeah, that’s it. And once again, once you experience stuff, that’s what you

[00:51:26] really need is go do the demo at Apple store, even if you’re not going to

[00:51:29] buy it, take the time, set up an appointment and go see what it’s all the talk is about, because it really is kind of mind blowing. Paul, do you have any final thoughts, questions?

[00:51:37] Paul Gowder: No, I just have a page full of notes here.

[00:51:39] So

[00:51:40] Jeff Sieh: That’s right. This has been great. So like Gary, Gary had to bug out early, but he is, you know, once again, there is a podcast that we’ll be dropping about this, but Gary, thank you so much for stopping by today. This has been eye opening. It’s fascinating. We could talk for another hour, but I want to let Robin go because she’s got stuff to do.

[00:51:56] But Robin, where can people find out more about you? You mentioned some speaking things that you’re doing in the near future. So Talk about that. Where can people connect with you? All those things. That is Robin Diamond.

[00:52:07] Robin Dimond: Absolutely. First of all, Paula, you better send me this thing that you’re doing, this event, this gathering. I need to know about that. So send that to me after. But, so I’m Robin Diamond. I’m at fifthandcore. com. So fifth represents the five senses. Core is the root word of heart or courage. So that’s c o r dot com.

[00:52:25] please connect with me

[00:52:26] on LinkedIn. I would love to connect with you

[00:52:28] there. we put Every event that we’re doing out there. So if you see an event and you’re like, Hey, I need tickets, or I want to know more about

[00:52:35] this event, please connect with me on LinkedIn, follow our fifth and core LinkedIn as well, and we can get you newsletters and update you.

[00:52:41] But that’s the best way to connect. again, I’m an open book. So if you have any questions, we’ll try to do our

[00:52:47] best to connect with you. I always say coffee or

[00:52:49] cocktails that can happen virtually. So please reach out.

[00:52:52] Love to talk to you. If there’s a solution that I missed, please

[00:52:55] tell me, so that I can be better for

[00:52:57] the next one and I can share that information.

[00:52:59] Jeff Sieh: Awesome. The amazing Paul Gowder. Where can we find out more about what’s going on? And even some of the stuff that you kind of mentioned today where people can find out more about that.

[00:53:06] Paul Gowder: Yeah. so, my main website, paulgatter. com. But if you’re interested in Native American Powwows or Gathering of Nations coming up, the largest powwow of the year, head over to powwows. com I’d love to help you explore Native American culture.

[00:53:19] Jeff Sieh: Yeah. And it’s amazing. It is a great group. he has done some amazing stuff. How long have you been doing the business, Paul? How many, how, how long have you been streaming it?

[00:53:26] Paul Gowder: We started it in 1996.

[00:53:28] Jeff Sieh: Yeah. So he’s been around doing it for a while. Anyway, thank you guys so much for watching. Jim. Thank you. He says fascinating episode.

[00:53:36] Thank you And Kira always loves Paul’s shirts. It’s awesome. Thank you Dustin for chiming in as always and Chris Stone And Jim, Fuse, everybody who’s, been on the show. And Corey, thank you for tuning in today. We appreciate you guys. We wouldn’t be able to do the show without you. And once again, thank you for Ecamm, our sponsor.

[00:53:55] You can find out more about them at

[00:53:56] ecamm. com forward slash Jeff. Use code JEFF15 to save 15 percent of your first purchase. And with that, we’ll see you guys next time. Thanks so much for watching and listening. Bye, everybody.

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