February 22, 2024

Episode 023:

Social Media Marketing World 2024, Bankified!

We are joined by marketing expert Eric Cook, fresh from Social Media Marketing World 2024, to discuss how banks can leverage Intelligence Augmentation, social media trends, and storytelling to revolutionize their marketing strategies. We delve into the use of AI in financial marketing, from crafting narratives that respect privacy to utilizing custom GPTs and digital doppelgangers for content creation. The episode offers insights into the latest marketing trends, the power of AI, and practical strategies for engaging digital audiences in the banking industry.

Episode 023: Social Media Marketing World 2024, Bankified!

by Banking On Disruption Podcast

Show Notes

Fresh off the plane from Social Media Marketing World 2024, Eric Cook joins us to reveal how banks and other financial institutions can implement cutting-edge approaches to drive customer and prospect engagement. Our conversation soars as we dissect Artificial Intelligence Intelligence Augmentation—think of it as steroids for your marketing muscles—providing bank marketers with a treasure trove of strategies to maximize their digital presence. We break down the shifts in content distribution, with a laser focus on the rise of LinkedIn and Substack, consider the intricate dance of SEO in an AI-driven world, and tackle the intimidating beast that is Google Analytics 4.

As algorithms continue to shape the future of content, we zero in on the importance of a tailored approach. The episode takes a deep dive into the realm of custom GPTs, where Eric and I dissect the process of refining AI to echo a brand’s unique voice—a time-intensive yet financially savvy move. We don’t shy away from the concept of digital doppelgangers either, sparking a debate on the future of these personalized digital entities and their role in consumer interaction.

Closing out with a look at the history of the banking industry’s foray into social media, we tip our hats to Central National Bank’s precedent-setting video ten years ago this year while recognizing the hurdles that remain for financial institutions to produce truly engaging content. To help banks and financial experts navigate these waters, Eric introduces the ‘D.A.T.E.’ framework—a strategic content and channel guide for moving from initial discovery to multi-product customer, ensuring content resonates at every touchpoint. Tune in for a rollercoaster ride through the marketing landscape, where the interplay of human ingenuity and artificial intelligence paints a vivid picture of the future.

(08:45) Marketing Trends and Strategies

(18:47) Leveraging Marketing Content and Analyzing Data

(34:02) Importance of AI Training and Collaboration

(39:26) Building Custom GPTs and Digital Doppelgangers

(52:23) Banking Industry Action Items

(01:03:54) Digital Marketing Buyer’s Journey Framework

Links & Mentions


Eric Cook

Eric Cook

Digital Strategist

Spending 15 years as a community banker before making the shift to a digital strategist in 2007, Eric is an award-winning agency owner with WSI Digital, author, speaker, educator, and most recently founder of TheLinkedBanker.com – a mentoring and mastermind community focused on helping banking professionals build their personal brand online.

Full Transcript

00:03 – Eric Cook (Guest)
AI is really IA. Ia stands for Intelligence Augmentation. It wasn’t artificial intelligence, it was intelligence augmentation. That was really cool because that reinforced a theme that I heard some of the others, like Chris Penn and Andy again over at Orbit talking about. This is not your replacement. This is a tool to make you faster, smarter. Imagine, if you want to run a four-minute mile, If you could put some special shoes on and some braces on your legs and all of a sudden you become the bionic man on an avatar. It just makes you run that faster. You can do more, you can be more places. You can achieve more than what you could without it.

00:54 – Fred Cadena (Host)
Hello and welcome to Banking on Disruption. I’m Fred Cadena. Holy moly, we have an amazing episode for you this week. First and foremost, I will give an apology If you’re a regular subscriber. Yes, this episode will drop has dropped on Thursday, February 22nd. We usually try to drop these episodes first thing in the morning so people on the East Coast can listen to them on their commute around 5.00, 5.30 AM on that Thursday morning every other week. This week I am recording this intro at 9.00 PM, Wednesday evening. The reason I’m doing it is because of our guests.

This week, we invite Eric Cook not to be participating as a panelist, but to be participating as a guest. Eric spent most of this week out in San Diego enjoying, regrettably, not the sun and cool breeze you would expect from San Diego lots and lots of rain. However, what he did experience was social media marketing world 2024. He was so over the top blown away with ideas and thoughts of how banks and other financial institutions can take all those concepts that we could not wait to get on the podcast and start to share some of those with you. Eric Cook is engaging in an amazing conversation. You’re going to want to get your pen and your paper out for this or take your iPad out to take some notes, because there’s a lot of amazing and interesting insights and findings. Very last thing I’ll tease this at the end of the episode he gives an amazing framework for thinking about how to use the different modalities and Instagram, and that’s just one takeaway.

Unfortunately, due to his travel schedule my travel schedule we don’t have a Quick Takes Roundtable this week. Kind of funny. Last week we didn’t have an interview. This week we don’t have a roundtable. I will get everything together and I promise you audience next week or two weeks from now, when our next episode drops, we will have a complete episode with an interview and a Quick Take segment. However, without further ado, I am going to let you hang tight and check out Eric Cook. So sit back and strap in because our episode is coming to you.

Right and welcome back. This week. I am super excited and so excited that this episode might be coming out a little bit later on Thursday because my editor needs a little bit of time to put it together. But I am sitting here at like 7.30 PM, wednesday, february 21st, with our mutual good friend, eric Cook, long-ago guest, ongoing panelist, marketing guru to the banks and credit union world and fresh off the plane from probably 18-hour days all week long at Social Media Marketing World, and I saw his LinkedIn post a couple days ago about how full of excitement and notes he was and how he’s been working on bankifying and I’m like we got to get this podcast in as soon as possible so I twisted his arm. You know he’s full of Sky Club cappuccinos and not much sleep. So, eric, welcome back.

04:31 – Eric Cook (Guest)
Hey, I’m excited to be here and because my eyes are crossed right now, because, probably due to the lack of sleep, it’s good to see the both of you.

04:42 – Fred Cadena (Host)
Well, thank you, I appreciate you making time to like do this as quickly as possible after the conference, but I always love to like get those quick takes. Now, this is a conference, you know, and it’s funny like I’m thinking about, like the conference I’m going to, like you know, cba Live’s coming up and Financial Brand and others. This is not a banking conference. So tell me a little bit about like your history and why you go.

05:07 – Eric Cook (Guest)
Yeah, it is not a banking conference. So gentlemen by the name of Michael Stelsner, who was previously known as the King of White Papers writer, did just a ton of that decided many moons ago to create this entity called Social Media Examiner, which I often refer to as a financial brand type of an environment, but for digital marketers and social media people and Social Media Examiner is a treasure trove If you want to know what’s going on in Facebook. Facebook we’ll post edit that right Facebook, instagram, tiktok, youtube, any of the trends that are going on in the social world of what’s working, what’s not. He does an industry report every year, which I think is now in its 18th, 20th year. Maybe don’t quote me, sorry, michael, I should know that, but I’m spacing on that right now.

I honestly don’t remember how I heard about the conference, but I attended my first one in 2018, went to San Diego. A colleague of mine from the WSI ecosystem, our agency network, joined me and we were both blown away and I said this is an event that I’m going to continue to go to up until it went virtual over the COVID. It was like the last physical event I attended in 2020. They actually had another medical conference going at the lower level at the convention center in San Diego. I don’t know what they were doing, but they were walking around with masks and were like what are you guys doing? What’s the big deal? I don’t, and then the whole world shut down. But it was great to be back. I couldn’t go physically in person.

Last year I attended virtually and it was really nice to just be back in person. A colleague of mine from Mexico City flew up and so we were together for two and a half days. Sunday was workshops hour and a half Monday, tuesday, breakout sessions. So you’ve got to pick your poison where you want to go. But the all access ticket that I bought provides me with the recordings and the slides and the audio and the transcripts.

So the learning certainly is not going to stop now that I’m back from San Diego. But I’m the proud owner of a 100 plus page document that I typed and took pictures with my iPad, and the brain, as we all know, when we come back from an awesome event, is just chuck full of ideas and thoughts. And how I can, like you said, bankify it, which is what I see myself as predominantly doing for our customers is taking the world of banking, taking the world of digital, blending them together and saying how can we turn this into something a bank can use, with compliance and regs and privacy and security and culture and all of the other things that are unique to the banking industry, because sometimes we just simply can’t. But my job is to try to figure out how we can and still keep a job.

08:09 – Fred Cadena (Host)
Yeah, no, I love that and it’s funny. So I first heard about social media examiner it’s probably been every bit of 12 or 14 years ago. It was shortly after, a few years after I moved to Chicago, was definitely involved in a lot of in-person networking there and met a lot of people in marketing, and at the time I was still working on the client side of financial services, working for a at the time, obviously Express but really dug in. It was a treasure trove of information back there. Admittedly and I’ll punch ice to Michael as well it’s kind of falling off of my list of things to read in on day over day and week over week in the last two years, but it’s back on the radar and I will say that, between your posts and your excitement and our texts back and forth, you hooked me. I registered, so, barring any complications, I will be there in 2025. So you’re kind of stuck with me then.

09:14 – Eric Cook (Guest)
Awesome. That means I get to attend two conferences together with you, because we’ll be together at the forum in Vegas.

09:21 – Fred Cadena (Host)
Can’t wait, can’t wait.

09:24 – Eric Cook (Guest)
That’ll be awesome.

09:26 – Fred Cadena (Host)
So let’s take into some of the meat, and I’ve got a lot of more detailed stuff. We went through the agenda a little bit and talked about some of the high points, but just as a software.

09:37 – Eric Cook (Guest)
I’m not going to read my 100 pages of notes today.

09:41 – Fred Cadena (Host)
We’ll publish that as a special agenda episode.

09:47 – Eric Cook (Guest)
I think my Grammarly hates me right now because it pulls that thing up and typing on an iPad from your lap at a conference never goes well in Grammarly.

09:58 – Fred Cadena (Host)
But I am sure it is all perfect prose. It is ready to publish content. Ok, so what did you see like valuable, or I’ll even say like surprising trends or strategies that you heard about that you’re planning to introduce to your clients?

10:21 – Eric Cook (Guest)
I don’t, and I saw this question and we talked a little bit about it. I’m trying to think what surprised me. I think I got a lot of validation and reassurance and I’m going to kind of skip ahead. Michael Stelsner he did the morning opening session on Monday, so we had the workshops on Sunday. He did the morning opening session. The thing that surprised me about his but it makes total sense and there’s not a shocker here a lot of reference to artificial intelligence and how AI is permeating its way. Not every session talked about it, but a lot of them did. But one of the things that Michael is always doing is he’s always testing, he’s always trying new things, and that was one of the common themes is, as marketers, the world is crazy. Tools are overwhelming. We feel like we’re less in control now than we ever have, but as marketers, that should be the world that we’re comfortable in. We’re always trying new things, we’re always experimenting. We’re not in compliance or legal for a reason. We’re in marketing.

And so don’t send my compliance friends or my legal friends, but he did some testing over the last year and he started testing with some heartfelt video content Just going to turn on the camera, I’m going to talk, and I’m going to talk and share what’s going on, not going to be formatted. Did it for several months, went back and looked at the results. Didn’t work, failed miserably. And everybody was like oh, genuine, you’re humble, you’re vulnerable, everything’s going to work great. Didn’t work.

11:58 – Fred Cadena (Host)
So he should have tried hopping out of a car while it was driving and hopping back in.

12:05 – Eric Cook (Guest)
Yeah, maybe dancing while he was doing it, or something Exactly he could talk algorithm to pick him up.

But that video experiment didn’t work and he talked about doing video several conferences ago and he always brings it up. So I was kind of surprised that that didn’t work, Because I would think, in an era of potential deep fakes and other sorts of things, if you can still tell when somebody’s being genuine and real I don’t know if this is going to be the case in six months when Sora and Heijen and all these other video generators are pretty much replicating us, but for right now it wasn’t something that could have been easily done by technology and it happened. The desire to connect with other people and to have interaction he found the best opportunity was in his emails. He tried something in his emails. He went long form no links. We’re not expecting you to click back and come to our website. We’re not trying to increase our click-through rates, but everything was in the email and asked the readers how they liked it and they loved it. Leveraging good, old-fashioned email in an era of AI-generated video and audio and imagery and content creation was showing him the best results so far, at least at this point in time, of any of the other platforms that he’s been trying.

Hanley, one of the speakers that kicked off on Tuesday morning heard that. She, of course, mentioned it because she does a ton of writing and content creation and does not like to use AI, and was really excited because she loves writing newsletters and sharing her story and being very much a storyteller. I think that is one of the things that I think we’re going to try to bring back to our banking customers is what is the story, what is the message, what is the community that you’re trying to build out of the story that you’re conveying? I haven’t figured out exactly how to do that yet, because banking tends to be a pretty private thing. Some banks were successful creating Facebook groups during PPP and bringing people together and sharing questions and frustrations about getting financing and what’s going to happen with COVID, but there doesn’t seem to be a common rally cry right now. But that is one of the big things that a lot of these creators were talking about is how can that community and the connection be facilitated in this online space?

14:59 – Fred Cadena (Host)
That’s interesting. I’m very curious. There’s three things that I think about thinking about that result that Michael got with the email, I think like, was it the medium? Did people prefer the simplicity of the text and the long form message and not graphics and not video and not links and not the rest? Was it the message or was it the audience? I’m assuming, as a good marketer, he had a permission-based double opt-in list of people that he was sending this to. This was not a spam spray and pray approach, or do you think it was a combination of the three? What do you think was the lever that really moved that?

15:51 – Eric Cook (Guest)
I think it’s definitely not a spray and pray. I think he has been very conscious about growing. Even I think in past social media marketing worlds talked about having his list just eviscerated by mail houses because of perceived how it was grown and the struggle with deliverability and everything else that goes on as you’re trying to send email to recipients. I think the audience was just ready for it. I think a lot of it might have been that the audience was just tired of all that. I think there was a lot of mention of LinkedIn’s newsletter functionality and how it’s tied to articles with Creator Mode. Once Creator Mode is finally deprecated and that disappears, everybody then gets access to newsletters if you want it. You get access to events, both live video and audio events. If you want it, you get access to the ability to have somebody follow you versus connect with you. But newsletters were and I know I’m shifting gears here but newsletters were a huge opportunity presented from a LinkedIn perspective, because you basically can thumb your nose to the algorithm. It doesn’t matter what LinkedIn says. Who needs to see it? If you put it in a newsletter, it goes out, it shows on your feed, but it also goes to everybody’s email that’s associated with their account on LinkedIn. It could very well be that there’s more or, I guess, a revisitation of trust in at least brands that we believe in being ready to get it that way versus.

I get into TikTok and maybe the For you page was a novelty Now that Facebook has introduced it. I heard Mari Smith, who is the Pied Piper of all things Facebook. She’s amazing. Now that Facebook has adjusted its algorithm to more of a discovery engine, they’re getting a little pushback because I get into Facebook, I go to Facebook to see my friends and I’m getting all this crap from people that I don’t know, which is what you got in TikTok. But that was okay for TikTok because it was brand new and you didn’t know anybody. But at the end of the day, I don’t think Facebook really cares, because their business model, tiktok’s model everybody with the exception of LinkedIn their model is to monetize ad revenue and visibility, whereas a small percentage of revenue from LinkedIn is generated to ads. The rest of it is about network connections, subscriptions, a personal navigator, buy HR and get the recruiter pay for LinkedIn learning and get access to training. So their algorithm, their business model, is vastly different than the other social networking platforms.

18:43 – Fred Cadena (Host)
Yeah, no, absolutely. It’s definitely much more diversified. I love that kind of leaning into what I might call like substantive content, and I’ve noticed the uptick in LinkedIn, newsletters, sub-stack and some of the other platforms where you can have free or even paid kind of distribution where people are opting in. I’ve definitely seen that be more and more popular. Do you think banks can harness that? Do you think that’s something that is?

19:18 – Eric Cook (Guest)
Yeah, so I’m going to tie this into SEO. Given the lack of sleep, I think I’m doing a really good job of remembering all these little nuances of what I learned over the last two and a half days. I’m going to tie it back to SEO a little bit and so let’s kind of stay on the newsletter. It’s own content, so you control it. It’s yours. It goes to who you want it to go to.

Google and Yahoo came out at the beginning of February with their DMARC verification requirements to make sure email is validated and more sender friendly, which was really great from our perspective, because a lot of our banks are actually dot bank banks. They’ve embraced the dot bank top level domain extension. Dmarc functionality already had to be in place for a bank to be able to pass the dot bank requirements because of their security, so majority of our banks was a non-issue. The only questions that we got from banks that were wondering what do we need to do were the banks that were still on a dot com because they hadn’t jumped that hurdle yet. But the email is your own channel. You got owned, earned and paid, so it’s your own channel. You control it, you know where it goes and, in an age where AI is starting to displace search and traffic and organic visibility, because people are going to platforms like chat, gpt and Perplexity and Claude and Google Gemini and asking questions that you would normally have to scroll through the first 10 listings on a search results page to come to a website to get an answer for they’re getting it conversationally through these large language models and so if you’re relying on spreading your message through visibility, through blog content and FAQs and product pages, that’s not going to happen. It’s going to continue to decrease.

I don’t know if it’s decreasing as fast in the banking industry as what everybody else was saying, because, again, banking is a little bit of an anomaly outside of e-commerce and some of these other people that are here at social media marketing world, but as traffic to your website starts to decline and you’ve got messaging, you’ve got content, you’ve got info that you want to share, whether it’s cybersecurity or financial information or home buying tips If people aren’t coming to you, you’re going to have to go to them, but get permission to go to them and make sure that the value is there. So the hey, let’s do an extract of all 10,000 online banking customers and stick them in an email platform and send them a blast with six different things in it. That is a strategy that unfortunately still goes on, not just in banking but in all industries. Thinking more strategically about that owned message that’s showing up in some of these inbox is, I think, one of the probably many takeaways.

That is a coachable moment for any business, banks included, to say how do you take that opportunity for that conversation, that communication, and get them info and get it delivered, get it in their eyeballs so that they can read it and understand it and digest it. But then maybe it’s not. Did they come back to the website because they got what they needed when they read the newsletter? They got what they needed in their inbox and then boom, archive and I’m done, and that’s okay that we don’t see inbound links coming from our newsletter in Google Analytics, because maybe that’s just going to be the way things are going to be in the future.

22:51 – Fred Cadena (Host)
I find, like with all of the like, hard, hard pivot in the last five, seven years to measurability and metrics. I feel like a lot of marketers are going to have a hard time dealing with that as a reality.

23:08 – Eric Cook (Guest)
Yeah, absolutely, and that may be a good segue to Chris Mercer’s session on GA4. So he goes by, mercer, and I’ve heard him speak a number of times and I always show up planning on leaving his session feeling dumber than when I walked in.

23:33 – Fred Cadena (Host)
I love sessions like that.

23:35 – Eric Cook (Guest)
Yeah, I mean it’s, but there’s a reason for that and he lives inside of analytics and I don’t think anyone that’s been inside of GA4, this is not going to come as a shock. But when the question was asked at the beginning, how many people feel comfortable in Google Analytics 4 and not a lot of hands went up. And then how many of you enjoy working in it? Pretty much no hands were up and it’s and it changes. And even he said I got something that wasn’t in my slides that I had to put in last night because somebody on the team just discovered it. It’s not in a documentation, it’s not in a help, it didn’t go out as a but boom. Now, all of a sudden, we’ve got another data layer that just showed up, as far as data retention goes, that we didn’t even know existed. One of his technicians discovered it.

24:29 – Fred Cadena (Host)
That’s insane to me. So, like I’m picturing the room, it’s a room of social media professionals, people that are advising clients, maybe some content creators, probably a lot of agency and maybe in-house execution type people, people still kind of 800 pound gorilla when it comes to measurement and metrics and very few hands go up to say I am comfortable and feel good about my level of understanding of the platform. That just blows my mind.

25:05 – Eric Cook (Guest)
It’s very much a cake that’s been in the oven not long enough and they keep pulling it out oh not right, yet they shove it back in. Let it bake a little more oh not right, yet they shove it back in. So I’m not going to even attempt to break down Mercer’s content, but he broke it into like three main areas and there are ways that you can go in. And now that I’ve discovered, I’m definitely going to have to go back and re-watch the sessions, but there is flexibility. And he said realize, this platform is built for engineers, not marketers. So it is very powerful, but it is not marketing friendly. So it’s not a surprise that marketers find it very, very off-putting. But from an engineering perspective, it has a lot of capabilities.

And so, formatting the data, I learned that there are things that you can do that I didn’t realize. There’s a library that you can house custom reports in. You can develop customized funnels, you have the ability to tailor specific events back to actions and activities that go on On your website, and you can even define them as to. And if a super duper checking account open, you can, it doesn’t have to be a conversion on a URL, if that’s what you wanna call it because your checking account’s a super duper checking and you wanna call it super duper checking conversion. You can go in and manipulate all of that and then getting into reporting identities, attribution and I’ll be honest, we’ve not really even scratched the surface much on attribution and it’s an area that I think we probably need to spend some time on.

But where did it come from? Was it social? Was it an advertisement? Was it organic? How long do you want to? Are you watching the activity for 90 days or seven days? And where Fred came to my website and decided to sign up for my newsletter or decided to click the button and go into online account opening, you saw an ad, you engaged on Facebook, you opened up an email newsletter blast. Which one of those do I need to attribute as to why you became a customer or you decided to start the application, and so there’s a lot of different ways to do that.

27:27 – Fred Cadena (Host)
And the answer? The answer is all of them.

27:30 – Eric Cook (Guest)
The question is the question is how do you distribute?

27:33 – Fred Cadena (Host)
what ratio do you use?

27:35 – Eric Cook (Guest)
Yeah, yeah, and the defaults that Google provides aren’t necessarily the ones that you wanna stay with, because you need to understand the business model, but he did a really good job of walking us through that and that’s definitely one that we’re gonna be spending some time going back and revisiting, for sure. But data was also very high on the list from everybody’s perspective as to what’s going on, what’s happening. How long are they watching videos? How long are they staying on a page?

Even LinkedIn, when Richard Bliss, who was one of the supporters of the recently released LinkedIn algorithm report, dwell time has gotten even more important. As to the amount of time that you spend on a post on LinkedIn is an indicator of how valuable it is, whether you click a like, whether you share it, whether you comment on it. If you’re there reading it and it’s long form content, that time that you spend looking at it is going to increase the likelihood that, hey, you looked at Fred’s post, read the whole thing. It took your while. Tomorrow you’re gonna see more of Fred’s stuff because we know that you’re interested, based off of dwell time.

28:46 – Fred Cadena (Host)
Most of my stuff is confusing and takes a while to get through. So I’m really juicing that dwell time metric.

28:54 – Eric Cook (Guest)
If you paid attention in English class when you were in school, it might have helped a little bit.

29:00 – Fred Cadena (Host)
No, of course, Of course. So you’ve teased it twice now and I haven’t taken the bait. But I gotta pivot a little bit. I don’t even know what I’ve changed there. What did I tease you with AI? You brought AI up twice, oh, and then in the answer you kind of pivoted a little bit. But I gotta come back right. I looked at the sessions, right. It seemed like AI was almost. Every other session was at least part of AI was at least part of the topic. So I’m a bank, I’m a credit union with some other financial brand. How can I effectively use AI for things like creating content or personalization or customer engagement? What’s the latest?

Yes, yes to everything I will start Just take all my PII and send it to chat. Gpt Got it.

29:54 – Eric Cook (Guest)
That was Fred, not Eric, just for the idea. I can’t make sure. No, that’s definitely not what you want to do Lots. I’m trying to really frame my response in a concise manner here. For our listeners, it is first and foremost a activity, a tool, an enhancer if that’s even the right word that we will all have to deal with or get the opportunity to work with in the not too distant future. It is not something that we can say I don’t want it. I’ve heard banks that have do these marketing forums for various state associations. We talk a little bit about it. We’ve got marketing people. They’re like yeah, my IT department said we’ll never have chat GPT in these four walls. We’re never going to have it. And I heard that from banks that we’re never going to be on Facebook. We’re never going to allow this. And I even heard some banks say that when email got introduced that’s how long I’ve been doing this but you’re never going to do email. You could attach a virus, you could leak customer info. It’s just too much of a threat.

31:09 – Fred Cadena (Host)
And these ATMs? They’re just a passing fad.

31:12 – Eric Cook (Guest)
Exactly who’s going to want to get money from a pin pad, so? But I think that’s coming from ignorance. Not ignorance just because not dumb, but it’s just you don’t know, you don’t understand that it’s not been something that you’ve been exposed to and of course everybody hears the horror stories.

31:33 – Fred Cadena (Host)
I was saying, yeah, let’s be fair, like it’s a little apprehensive, right, whether it’s people and I said it in Jess but like people copy and pasting sensitive information and putting into a chat bot with the best of intentions, right, maybe trying to like write a good customer email or something to reach out. I just saw it. It would have been a topic on the round table this week. But there was that case up in Canada of the airline Air Canada that lost a case where a customer had gone to the chat bot, asked about a bereavement fair policy, gotten bad information from the chat bot. Air Canada tried to say hey, we’re not responsible for what the chat bot says. And the judge was like you’re 100% responsible for what the chat bot says, right, absolutely. But it’s hard, right, it’s a black box, you don’t know what’s coming out. I get that level of apprehension. I think that the question is like did we learn anything about how to tackle that?

32:32 – Eric Cook (Guest)
Right. I think the last session that we had the closing keynote was Michael Stelsner from the Marketing AI Institute and he kind of blew everybody’s mind with all sorts of stuff during his presentation. But then at the end, when he was kind of answering that question not for banking, but just for social media people in the room is if your organization doesn’t have an AI council, if your organization doesn’t have an AI policy or a procedures document, or you have not spent the time to inventory business processes, functions and other activities that humans are doing that could potentially be augmented, enhanced or maybe replaced by technology. Not because you want to get rid of the human, but because you know what. I don’t really need Fred turning through all of these reports. Fred’s a really great guy. I would rather have Fred out with customers. I would rather have Fred picking up the phone and calling and thanking people for their business. I would rather have Fred out visiting the various offices and doing trainings and talking about the things that we need to be talking about as humans and allowing technology to take some of these other activities. So it was about look at your organization and start documenting what is going on inside the organization and looking at because people are using it.

If you are in an organization and you’re thinking that, well, nobody’s using this because we haven’t allowed it and we don’t have a policy, that is not the case, because, just like they go to the bathroom and check Facebook on their phone, they’re doing the same thing. They’re devices with these AI tools and so if we don’t provide which is even a greater risk if we don’t provide training, guidance, what you can and can’t do you’re I know you said it in jest, but if I don’t know that I’m not supposed to load personally identifiable information into the system, and I grab some info and I think, oh, I hear it does a good job of analyzing stuff and I do that because I’ve not been told that I shouldn’t. I’m not doing it because I wanna get the company in trouble or I wanna violate customer privacy. I’m just doing it because none of this stuff has an instruction manual. Chad, gpt, openai.

Sam Altman didn’t say oh, and, by the way, read this manual so you know how to drive this car. He said here’s a Lamborghini and figure it out. And you figured out it can drive across water. I figured out it can go climb trees. Somebody else figured out that it can actually fly, but we don’t know if that’s really what it should or shouldn’t be doing.

35:17 – Fred Cadena (Host)
Right and oh. By the way, if you hit it in just the wrong spot, it bursts into flames.

35:21 – Eric Cook (Guest)
It bursts into flames and you die and yeah, and you know, but you know there’s that no big deal. And so, thinking about you know and he was talking to a lot of the people that were in the audience that may not necessarily have senior positions you know, you and I are owners of the business, so I would like to say what we say goes, but that maybe isn’t always the case. That sounds a little pompous and arrogant, but for a marketing manager that you know maybe isn’t the decision maker, that can be an intimidating thing. But take the initiative, come back and say let’s learn, get educated. The podcasts and you know all the resources that are out there to be able to educate yourself on what’s going on and then determine what it is that you wanna do, pick a use case, try it, come back and talk about it.

You know this AI council or task force, whatever you wanna call it, but document some things and then, from a documentation perspective, as we’re doing things like prompting and giving the models instructions, making sure that you’re creating a repository of where those instructions are housed. So if you write a prompt, that’s really good, then I can get to it and then I can try it. And if there’s a way that I can tweak it and make it even better to get even better results, then I put it in there, because otherwise you got everybody in the organization working their own and nobody’s collaborating, and that’s not good either.

36:56 – Fred Cadena (Host)
So I’ve even talked to a couple of organizations that are not willing let’s say willing they’re not at a point yet to invest in kind of building their own model or building their own stuff, but like they’re building that infrastructure around it. So they’re very, very lightweight web applications where you know one of the benefits is you don’t have to have 50, 100 people running around with your own subscription. They’re leveraging one API framework and they’re building a lot of those prompts like in there, right. So you go to an institution, a bank, you know website, you know inside the internet you load it up. It’s got different prompts for different things. You kind of like copy paste your stuff in there. It sends it out. They’re trying to put some compliance framework around it. So there’s definitely some people that are starting to think about how to do that. It’s the exception, at least in my experience so far.

37:52 – Eric Cook (Guest)
Yeah, yeah, absolutely. And Andy Crestadina did a really good session on kind of leveraging AI for content creation for your website, and he was talking about you know walking through the process of building a customer persona or your ideal customer profile, and you know spending like the first four or five steps in the process before you even get to creating the content is documenting what it is who you’re talking to, what they’re buying signals are, and then what he was doing is feeding in examples of what they have created to teach the engine of what the expectation and the outcome should be, and not necessarily just relying on whatever open AI came across. But it’s like no, I want it to sound like this, I want it to behave like this and giving it giving examples and and that was that was a really, really amazing session that it sounds.

38:54 – Fred Cadena (Host)
It sounds fast. I’m curious. So, like people like Andy and kind of his recommendations, are they going right to you know chat, gpt, you know Claude or some of the other commercial like big a while kind of call wide application platforms, or are they going to some of the specialty tools that are out there? Any any kind of secret sauce around that?

39:17 – Eric Cook (Guest)
from what I could tell, they were all going back to chat GPT and a lot of people were using the custom GPTs that are part of GPT4, gpt pro. Your pay your 20 bucks, people get access to it. Because then you get dolly. You get image and video creation, you get access to data analysis. Used to be code interpreter they’ve given it a new name now that doesn’t sound nearly as nerdy. But being able to take your data and understand it better, that is really. And he didn’t. People didn’t come right out and say if you’re not doing it, you’re crazy, but it was kind of like if you’re not doing it, you’re missing out, you’re missing the track for what you’re getting.

You really should be, but they were building custom GPTs and these were released. Probably what, maybe? Four months ago.

40:06 – Fred Cadena (Host)
Five months ago yeah, yeah, very, very. Even I may not have been that long, may not.

40:11 – Eric Cook (Guest)
It’s been pretty recent yeah but building these custom GPTs with all this training knowledge. This is what you do, this is what you know, this is how you react, this is how you respond. This is the information that you need to collect and then you can go in and you can refine it and you can narrow it down and you can give it better instructions so that it produces information for you. We’ve my buddy from Mexico who’s telling me the things that they’re doing for content creation and building out GPTs at the client level. It was just really really phenomenal of of how the instructors, teachers, speakers down there were really just leaning into the tool and and they use it as a tool. It is not a replacement, it is not, you know, it’s not going to take your job at least not for the next several years, it’s way away from that but it is a tool to help you. Like Microsoft Word is a tool that you use but you still have to write the words it’s, you know, it’s kind of along those, along those lines it.

41:17 – Fred Cadena (Host)
It saves you up liquid paper and typewriter ribbons, but you still have to create the content taking you back to high school now, aren’t you?

so I I’m I’m curious like for you, like personally, like have you had any discussions? And obviously, like don’t add anybody, but like around you know banks or other institutions creating their own GPTs and their own voice. You know, do you have any idea, like if somebody’s listening and they’re interested in that, like how much content does that take to really like hone in on what that should sound like? Do I need like a hundred log posts? Do I need like 10? Like what’s the, what’s the secret sauce?

41:58 – Eric Cook (Guest)
there. Yeah, so andy over at orbit, he uh, I know this is gonna sound. He either said this is gonna sound really crazy when I say it, but I’m gonna preface this by saying two and a half hours of sleep. It was either like 50 or 500. I know I had a five and a zero. It could have had an extra zero, but it was. It was a lot or it was really a lot, but the articles that he, that he posted, what?

What springs to my mind more so is my conversation with carlos and his team and their process that they’ve been doing when his technicians are building out custom gpt’s for his clients.

He says it takes them about 15 hours to build that out through a very detailed and structured process of putting information in asking a question, putting more information in refining the output, putting more information in loading examples, brand standards, writing guides.

When they work with a client, they’re putting in that amount of time to make sure that that gpt is as on point and relevant to that organization as it can possibly be, and then that allows team to go back into that and say we’re working with brand x, let’s, let’s have a discussion and it’s not all content generation, blog post, it’s strategy, it’s product generation, it’s policies and procedures, it’s employee training, all of those things that go into that.

But you’re training your own einstein on brand, with your culture, your mission, your vision. Everything that you want that einstein to know about you is going into that process and it’s a perpetual refinement effort to keep it on task and on point. And each one of their clients has got its own little einstein that it’s created as its own custom gpt. And when I heard him say that my light bulb just went off and you know, and I still had another day and a half to go at the conference drinking out of the fire hose, so I was getting my mind blown from carlos and all the speakers that were there I mean, I’ll say this, like again, like you think I heard you say 15 hours.

44:16 – Fred Cadena (Host)
I don’t know, like what he and his team charge, but I’ll just say, like, when I was working for some of the big consulting firms, your partner, that you know they’d bill me out at, you know, six, seven hundred dollars an hour. You know, even if you’re saying seven hundred dollars an hour, 15 hours, team of four, you’re, you’re 50 grand, like that’s not, that’s not even a halftime employee for the year. So if you’re getting that kind of value from that kind of investment, I I think it’s like a no brainer to at least get your toe in the water right, like see, see, what that’s going to look like yep, absolutely, absolutely um, I, there’s another.

I mean and I don’t think you you talked about it yet there was one of the the sessions I saw I think it was andrew davis and it was a little bit light on description, but the title absolutely fascinated me, about a digital doppelganger. Yeah, it’s really, it’s really scary to think about like even another, like real life fred, but a digital fred out there. I’m not sure what was that session all about? You you?

45:22 – Eric Cook (Guest)
first would need to give it a new name, so it would be something like fredini, uh, frederico. Maybe we could do like a fred and eric hybrid. So it still wouldn’t have any hair, but you’d have a little more gray in your beard maybe. But andrew davis I actually had the opportunity to see andrew davis for the very first time a long time ago at this conference out in new jersey called bank social media conference like the first bank social media conference ever and he showed up and just blew our minds with social media at the time. It was let’s see how many banks are posting pictures of them giving away big checks and he went on and on and on and the crowd was just roaring.

But everybody was like guilty, guilty, guilty. But andrew davis if you don’t know him, I would strongly suggest finding him. Track him down on youtube, get some of him. But it was the digital doppelganger how to supercharge your content and your work using the magic of ai. And he introduced his doppelganger his, his, his likeness, called drew dini. He took a picture. He put it in the mid journey it came up with variations, created a hypercooler looking version of himself. He used hey jen to turn that picture into a talking avatar.

But behind the scenes he was feeding drew dini information about his writing style, the process that he goes through when he books a new speaking gig, how he writes his scripts, because whenever he does a new conference, he always writes a script, he always records it and shares it with the audience. Hey guys, it’s drew davis and I’m gonna do it. And he like talks about coming to orlando or coming to san diego and all the other people that are there. So he, he is amazing at what he does and he taught Drew Dini, through countless hours of consulting and coaching and feeding of data and examples, how to essentially emulate what it is that he would say and how he would talk and how he would write and the content that he would produce, and did it in an absolutely hysterical, like tears running down my face. I was laughing that hard at points, but I was able to convey the idea of having a digital assistant that basically becomes you, and to a lot of people in the audience that creeped him out Some like myself, it was pretty intriguing, because there are some people in organizations where you are just you are the subject matter expert and that relies on you.

That’s a big pressure. The team needs access and if you’re not there, the team gets slowed down. And so if you can take some of your knowledge and your insight and your capabilities and you can kind of put that into an agent or some sort of a digital doppelganger that is available when you’re not to be able to help with things, I could see where there’s real power with that. The entire presentation that he delivered at Social Media Marketing World was co-created by him and Drew Deney. They would go back and forth and he would ask questions well, what do you think this slide should be? And this, this? And so he actually collaborated with this digital entity because it basically was him, but it was in areas smarter and it could bring different perspectives and do better, faster, more efficient analytics and other sorts of things, but natural language knowledge extraction just absolutely mind blowing of what he’s got. I don’t know, as if the entire presentation is available online someplace, but I’m sure he’s got excerpts of it on his YouTube channel that you can go check out.

49:21 – Fred Cadena (Host)
I suppose available to anybody that purchased the All Access Pass.

49:25 – Eric Cook (Guest)
Well, and if you’ve got an All Access Pass. You’re going to get that as well. If you want to come over to my house and have some popcorn, we can watch it together.

49:32 – Fred Cadena (Host)
Watch Party. I love it.

49:34 – Eric Cook (Guest)
Yeah, watch Party. But he did something out of interesting where he basically at a couple of points in his presentation he said AI is really IA and IA stands for intelligence augmentation. So it wasn’t artificial intelligence, it was intelligence augmentation, and that was really kind of cool because that reinforced a theme that I heard some of the others, like Chris Penn and Andy again over at Orbit, talking about.

This is not your replacement. This is a tool to make you faster, smarter. Imagine if you want to run a four minute mile and if you could put some special shoes on and some braces on your legs and all of a sudden you become the bionic man on an avatar. It just makes you run that faster. You can do more, you can be more places, you can achieve more than what you could without it, and that yeah. So I could probably ramble on a lot about a lot of these sessions, but Drew’s was actually probably one of the most entertaining and insightful ones that I saw in the two and a half days that I was down there. If you get a chance to see Andrew Davis jump at it.

50:40 – Fred Cadena (Host)
Jump at it, I definitely will. Now, the whole thing is fascinating, right Like to me. I put it in the same category as they put, like you know, private jets right For years. That’s how senior executives and companies have kind of justified the expense, right Like it’s an effort multiplier. I can be that much more effective if I’m not going through TSA and, you know, waiting for commercial flights or anything like that.

You know this is a way to like be an effort multiplier that does not cost what a G4 or a G5 is going to cost you per hour to fly. I think, like for me, like, what comes up is, obviously, if it’s your secret sauce and it sounds like it is that needs to be built and stored in a way that it’s proprietary to you, right, like you don’t want to, then like let the secret sauce get out. So, but other than that, like if that problem is solved, I think that’s a phenomenon. I look forward to the day that there is a Fredini sitting in this chair. I can go live in Belize and dive every day and just let the checks keep coming in.

It’s a good life, right? Exactly.

51:54 – Eric Cook (Guest)
Yeah, totally, totally, totally.

51:58 – Fred Cadena (Host)
No, that’s phenomenal. I want to pivot back away from AI. I know I appreciate you being generous with your sleep deprived time. I want to ask something.

52:09 – Eric Cook (Guest)
I know you’re going to fire it up on AI now, so I’m good for at least the next 10 minutes.

52:15 – Fred Cadena (Host)
Perfect. Well, I’m going to pivot away, unfortunately. I’m going to pivot to something else that I think might also light your fire a little bit. I saw on the agenda a lot of sessions where they talked about leveraging. You know, video content, video marketing engagement. You know TikTok, youtube, instagram, et cetera. Ironically, it’s President’s Day week. You posted earlier this week one of my absolute favorite videos ever from Central National Bank their President’s Day video, I think it’s like 10 years old, right, yeah, 10 years old this year.

Oh, 10 years old this year, perfect. So it’s been 10 years and still I don’t think most banks get social video. For me, I’ll say that’s the gold standard of what I’ve seen out of financial institutions. There may be some that are newer and better out there, but it’s definitely the exception, not the rule, right? The rest of everything is kind of like the video equivalent of the big check pictures, yeah, yeah. So how can banks finally get it and get in on this video engagement?

53:27 – Eric Cook (Guest)
I think there is, because I mean there’s banks that are producing video, but it’s and I’m going to say this with all love and respect as a former banker myself but they are very much bank videos. It’s maybe the commercial that they did on the local cable or the TV station, or it’s a talking head just kind of giving good information, but it’s not really anything exciting or fun to watch, and right now in today’s attention-starved world, it’s got to have some sort of an entertainment value associated with it if you’re going to have any sort of chance of somebody wanting to watch it and engage with it. And so I just think that there is the hesitancy from what I’ll say. The people that probably should be the two gentlemen that are on the President’s Day video, I think President and CEO and an Executive Vice President and they are naturals on camera If you’ve not seen the video. But they’re unbelievable, they’re comfortable. You would look at them and go, this bank hired some actors to do this and that’s not the case, but that is definitely the exception at the norm.

People in that position, role whatever, probably want to be seen as more professional. They want to not be vulnerable, they don’t want to make themselves look silly, but I think that’s one of the things that makes video such a powerful medium, and one of the things they talked about in a lot of different sessions was the vulnerability, embrace, the weirdness. If you try to make everybody happy, you’re not going to influence anyone. You have to be okay with a little bit of controversy. That’s always been a challenge for bankers.

Not to say that you got to come out and say you’re pro dog versus pro cat. I went cat versus dog versus something else that could be more polarizing. But being able to come out and stand up for something and run the risk of someone jumping on the video and saying I don’t believe that, or you’re wrong, or how could you say that? Because when you do that, that means you’re resonating with a particular group. Now, grant, I don’t think anybody was going to say I don’t even know if that video, president’s Day, has even one thumbs down on, unless it’s historical buffs that truly want to debate whether Samuel Adams was a president of the United States of America. But how could he get a beer named after him if he wasn’t Right?

56:07 – Fred Cadena (Host)
And Benjamin Franklin for that matter.

56:09 – Eric Cook (Guest)
Yeah, and Benjamin Franklin discovered electricity best president next to Samuel Adams. I’ve heard the video a few times, but I think it’s that being vulnerable, being on camera. It’s one of the reasons why I like doing the LinkedIn live audio events and I think that that’s at least a good proxy opportunity for bankers to be able to explore a live event, to connect with others. Is it takes the risk or the threat or the fear of being on camera and having people see you because I might look uncomfortable, I might not have the right clothes on, my tie might be crooked. I mean, there’s all sorts of reasons why people don’t like to see themselves on camera. But just being comfortable with that conversation, it’s just not a world that they’ve grown up in and maybe that doesn’t need to be there.

And there’s a lot of faceless video content now that can be created. And I’m not saying that you’ve got robots without eyes and noses walking around that look like zombies. But you can take B-roll, you can take footage that doesn’t necessarily have to have the person in it. It can have the voice over, it can have narrative. You could do the voice in eleven labs and it sounds just like your c If you want to do that, conveying your message and sharing your story without you ever having to show your face on video. There’s so many different ways To be able to leverage videos medium to communicate your message without having to be comfortable with just.

Brian fans says press the damn button. You know, back in the day trying to get people to do video and to go live, you know, just press the button, it’s gonna be okay. The first one’s gonna suck, the next one’s gonna suck a little less and then eventually they’re not gonna be bad at all. They’re gonna actually be really good and people like them. But you gotta get over that home. But that’s like anything in life.

58:07 – Fred Cadena (Host)
So yeah, no, I think it is all great advice. I’m a little surprised. One of the things you said was like people have, you know, they haven’t grown up In it. And you know now, ten years later, right, I’m in my late forties. You know, I didn’t exactly grow up with. You know, everybody has a camera in their pocket all the time.

But it wasn’t that far behind me, right there’s plenty of you know, like I would even say new but seasoned bank professionals that have grown up with, with everybody has a camera in their pocket all the time that I am sure are posting on their own individual personal channels, their own personal content.

58:47 – Eric Cook (Guest)
Yeah, I just don’t know why it hasn’t translated yet to Well then, just like the AI council that I talked about earlier, as it relates to artificial intelligence and yes, I just worked artificial intelligence back into the conversation, so, thank you.

59:00 – Fred Cadena (Host)
One trick. Pony man, you’re one trick.

59:04 – Eric Cook (Guest)
But if you’re listening to this and you are thinking your organization should be using video and it’s not, come up with your own video council, come up with a media council. Come up with Some sort of an initiative within the organization to put together a business plan as to why, how, what. You’re going to talk about examples of others that are doing it, whether in or out of the industry, and use that as a as a as a springboard for inspiration, and not that you need to just start posting videos to your organization’s Facebook or Instagram or whatever account without permission, but don’t necessarily approach it as, hey, do you think we can do this? It’s. I think we need to do this because these are the things that people and this is the reason why and here’s the trends that we’re seeing, and here’s what our competition’s doing, or here’s what other industries are doing so we can, we can. We can create the same connections these other industries are doing, but we can do it in the banking industry because nobody else is doing it and put together that is to say, don’t ask for permission, but don’t necessarily beg for forgiveness either, but go out of the day. This is what we want to do, why we want to do it, how we’re going to measure it, how we’re going to mitigate the risk and what we’re going to do with the learning and frame it as a pilot.

Sometimes that works. When we do like LinkedIn training, it’s like, oh, we’re going to do it, we’re going to do a LinkedIn pilot, we’re going to take some loan officers and branch managers, we’re going to do some stuff on LinkedIn, just to see if it works. And the word pilot feels very much like, oh, it’s temporary, it’s not like we’re doing this forever because you know if it doesn’t work we don’t have to do LinkedIn anymore. But you know pilot, just to see how it works, measure some results.

You might be able to surprise some people within your organization and I bet if you were to release it, you’d probably get a lot of individuals at that younger level that would be like, oh my gosh, it’s about time. I’ve got so many cool ideas. We could do this, we could do this. Not all of them maybe would be appropriate in the banking space, which is where you need to kind of kind of tailor that from an expertise perspective. But be open to ideas and do it as a pilot and see if you could get it to actually fly and if you do, let us know because I can tell you the two of us right here are going to want to follow and engage and celebrate in your success. So don’t hesitate to reach out and tell us when you’re doing it.

01:01:41 – Fred Cadena (Host)
Absolutely. I’d love to put a panel together, listeners, anybody out there that’s leaning in, being bold and taking that risk and really putting something out there. I’d love to have you on and talk about that. Experience was. I think A lot of people could benefit from that. Eric, this has been phenomenal. Again, I appreciate your cappuccinos are probably wearing thin at this point. Thank you for hopping on.

01:02:07 – Eric Cook (Guest)
I did have a Red Bull too, so I can’t.

01:02:11 – Fred Cadena (Host)
They do give you wings, always bold, always in with the insight and I appreciate it as we wrap up, anything like Again you have a hundred pages of notes. We only covered like the first ten. Anything like that. You wish I had asked you about that. You didn’t get to tell our audience about coming out of social media marketing world.

01:02:38 – Eric Cook (Guest)
There’s. There’s so much. I guess the one strategy that made a lot of sense to me as it relates to video, just to kind of tie it back and then we’ll end for the day, and I appreciate the listeners hanging in there with us. So there was a process called date your followers DA TE. So Jerry Potter was the gentleman that delivered this had a really inspiring backstory that I won’t go into, but if you find him online, kind of learn a little bit about his journey. It’s really pretty impressive. But each one of those letters stands for a word that represents a process In the video discovery process and it ties back to Instagram reels. If you are Instagram, the video platform options. With an Instagram it would be do Facebook, it could be tick tock to an extent. But when you’re going through that process, just like when you’re dating, you don’t like hey, nice to meet you, how many kids are you gonna have?

01:03:39 – Fred Cadena (Host)
I believe was the phrase Stage and that line probably does not work very well yeah, probably not a real good pickup line.

01:03:48 – Eric Cook (Guest)
And he told the he’s like you’re gonna be really uncomfortable. But I’m just joking. But you know, my name is Jerry. How many kids are you gonna have?

So you gotta go through the dating process when you are first trying to be discovered by your audience, somebody. Nobody knows about your institution, about your company, about your organization. They are just discovering you, which is the D the reels platform or, in this case, tick tock, is what the discovery engine of vast majority of those consistently reach non followers of your brand. They don’t even know you are. They’re getting thrown into the discovery process while you’re doing scrolling and you’re like, oh, that’s kind of funny, oh, that person’s having a good time, all that’s, and so that gets you exposure and you gotta give them some value. You gotta kind of get them coming back. You gotta give him some ideas and thoughts.

But that’s not the place that you talk about your rates and your fees, your products and services. You’re giving them stuff about what happens, tips, suggestions. Then you get into the a of date, which is now you’re an acquaintance. This is where they’re gonna know a little bit about you and this is where if you think of the instagram journey. These are the posts that you put on your, the pictures with the filters. That’s pretty much what I do, but these are the posts, because these are people that are connected with you. Those posts can teach a little bit more, share a little bit more about your products and your services.

01:05:13 – Fred Cadena (Host)
You’ve got the attention. Maybe you bought the drink across the bar. Looking at you a little bit, you know you’re still not asking about the kids.

01:05:23 – Eric Cook (Guest)
Bar, yeah, you haven’t gone for the. You haven’t gone for the kill yet, not at all, but but now. So you’ve got that acquaintance, then you start talking. So that’s the T and this is where they’re now interested. Your goal is to try to get them to fall in love with you here, and the T strategy is these stories. These are the items that basically disappear after 24 hours.

People are going back. They know that they’re there, they want to watch them and this is where you’re getting more. You’re kind of connecting. You’re showing how you’re different, the values of the people in your organization, what you stand for. This is where you’re really trying to reinforce them. You’re talking them into whatever it is that you talk people into when you date, because I’ve not dated in a really, really, really long time.

But then the E stands for the enchanted phase. This is where now the kids come and this could be where they to use what the vernacular, the cool kids. They slide into your DMS, sending you direct messages. They’re communicating with you privately, behind the scenes. But that also could be where they decide they want to join you on a webinar, or they want to attend an event, or they’re going to sign up for your newsletter, or they’re gonna maybe if it’s an e-commerce going to download a trial or make a purchase or apply or set up an appointment to meet with a loan officer. But you get them enchanted with you and that’s when they’re now ready to ultimately get married.

And once you go through a date, then you get the S at the end dates and that’s when the sale happens, that’s when they get the mortgage, that’s when they open the account, that’s when they come in and say, all right, we want you to be our commercial banking, because we want to go through this expansion. We need whatever it is, and so, but each one of those different products, that Instagram, which is just it’s one platform, you think they’re all the same. They all do a very different thing. And your stories, your, your, your. Well, the story that you’re telling in each of those areas needs to have a different personality, different focus, a different vibe to it, or you’re missing an opportunity.

And I kind of known that, but I didn’t really appreciate it until I sat in his session and the light bulb went off. It’s like You’ve got to work them through that process. It’s the buyer’s journey. You’re just doing it from a video perspective and I thought that would be an appropriate thing to end on, because we were talking about video and that could go into your little video council initiative as a strategy and an example of how you could leverage it within your organization. So that’s, that’s my little golden nugget for you there, fred.

01:08:05 – Fred Cadena (Host)
I love that and I’ll tell you, I have personally been very confused, like I kind of intuitively understood like those reels. Like you know, they kind of come up like a lot of people I don’t follow and sometimes I found people to follow from reels like intuitively, that made sense, but like the new ones between a post and a story and I really hadn’t thought that through. So at least for me that was that was really valuable. I think that’s a phenomenal framework. This has been a fantastic discussion. I guess I really appreciate it. Obviously you’re going to be back week after week after week, so I appreciate you are we gonna do?

it. I appreciate you know coming out time to be come back as a guest and not not just a panelist. Obviously you just got back from San Diego. Anything else coming up any? Any other conferences or travel in the near future?

01:09:04 – Eric Cook (Guest)
I’m headed down to Indianapolis next week. I’m going to be with the Indiana bankers association run on their marketing forum and I will probably have a social media marketing world diarrhea of the mouth at that, but they are always a great group hungry for info. And then from there over to Columbus, ohio, for the community bankers association of Ohio, their marketing forum. So I get to do a little driving, which means podcasts and audio books and phone calls. But I’m super excited to hang out with some marketing folks and Kind of share more of this and see what they’re thinking. So what about yourself? Where are you off to?

01:09:46 – Fred Cadena (Host)
I think the next conference I have for sure on my calendar is back in the Salesforce world. I’ll be attending a trailhead DX at the beginning of March and then I know for sure that I will be at financial brand, that’s in May. There’s a couple of things that I am considering in the interim, but I’m definitely not confirmed for them, and just a lot of other kind of client travel over the next couple weeks. But it sounds like with all that real time you need an Eric Dini, maybe, maybe Eric Dini can take over the driving and you can do the thinking.

01:10:24 – Eric Cook (Guest)
Well, when my wife heard that Tesla’s had autopilot, she immediately wanted me to go out and buy one so it could drive me to the airport in Detroit and I could work in the backseat on the way down. And I had to break it to her that it’s not quite to that point yet.

01:10:40 – Fred Cadena (Host)
so I wouldn’t, I wouldn’t try that.

01:10:45 – Eric Cook (Guest)
I would. I would not so, but hey, as always, this has been awesome. I always really enjoy catching up with you and chatting, and I’m sure we could keep talking about a lot of stuff, but this has been great. Thanks for bringing me back as a guest and I’m looking forward to getting back over on the Crazy panel side here next time.

01:11:04 – Fred Cadena (Host)
So Can’t wait. Man, appreciate it, have a good one, take care, see everybody. Well, listeners, I hope you agree with me that that episode did not disappoint. Holy moly, just inside, after inside, after inside, I was so blown away in just my text with Eric over the course of the week that I’ve already registered for social media marketing world 2025. If you can, if you’re interested, definitely would love to meet up with you all there if you want to register as well, and if not, don’t worry, eric and I will be back and we’ll be dropping insights again from next year’s conference. Thank you for joining us on episode 23. We hope you really enjoyed it. While you’re here, why not take a moment and follow us on LinkedIn at the banking on disruption podcast? Until next episode, this is Fred Cadena, wishing you success in your digital pursuits.

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