{"version":"1.0.0","segments":[{"speaker":"Tara Thurber","startTime":0.21,"endTime":2.91,"body":"Hey everyone,"},{"speaker":"Tara Thurber","startTime":0.21,"endTime":2.91,"body":"welcome back to Top5 brought to"},{"speaker":"Tara Thurber","startTime":2.91,"endTime":7.08,"body":"you by DefineTalent. We are a"},{"speaker":"Tara Thurber","startTime":2.91,"endTime":7.08,"body":"results driven service working"},{"speaker":"Tara Thurber","startTime":7.08,"endTime":10.23,"body":"with clients to connect them"},{"speaker":"Tara Thurber","startTime":7.08,"endTime":10.23,"body":"with quality talent as well as"},{"speaker":"Tara Thurber","startTime":10.23,"endTime":14.37,"body":"working to make an impact within"},{"speaker":"Tara Thurber","startTime":10.23,"endTime":14.37,"body":"the recruiting industry. We talk"},{"speaker":"Tara Thurber","startTime":14.37,"endTime":16.89,"body":"straight about today's"},{"speaker":"Tara Thurber","startTime":14.37,"endTime":16.89,"body":"professional world with real"},{"speaker":"Tara Thurber","startTime":16.89,"endTime":20.58,"body":"world professionals, experts in"},{"speaker":"Tara Thurber","startTime":16.89,"endTime":20.58,"body":"recruitment, job seekers and"},{"speaker":"Tara Thurber","startTime":20.58,"endTime":25.02,"body":"business owners alike. Have a"},{"speaker":"Tara Thurber","startTime":20.58,"endTime":25.02,"body":"question for us. Send it in and"},{"speaker":"Tara Thurber","startTime":25.02,"endTime":29.97,"body":"you might spur our next"},{"speaker":"Tara Thurber","startTime":25.02,"endTime":29.97,"body":"conversation. I'm Tara Thurber,"},{"speaker":"Tara Thurber","startTime":30.0,"endTime":33.09,"body":"co founder and director of"},{"speaker":"Tara Thurber","startTime":30.0,"endTime":33.09,"body":"talent partnerships here at"},{"speaker":"Tara Thurber","startTime":33.09,"endTime":37.8,"body":"DefineTalent And joining me"},{"speaker":"Tara Thurber","startTime":33.09,"endTime":37.8,"body":"today is Joseph Rubelli, founder"},{"speaker":"Tara Thurber","startTime":37.8,"endTime":42.48,"body":"and digital strategy expert at"},{"speaker":"Tara Thurber","startTime":37.8,"endTime":42.48,"body":"Rubelli Digital. Rubelli Digital"},{"speaker":"Tara Thurber","startTime":42.48,"endTime":46.41,"body":"is a result driven boutique"},{"speaker":"Tara Thurber","startTime":42.48,"endTime":46.41,"body":"agency that offers full service"},{"speaker":"Tara Thurber","startTime":46.41,"endTime":49.92,"body":"creative social media"},{"speaker":"Tara Thurber","startTime":46.41,"endTime":49.92,"body":"capabilities. Hey, Joseph, how"},{"speaker":"Tara Thurber","startTime":49.92,"endTime":50.61,"body":"are you today?"},{"speaker":"Joseph Rubelli","startTime":50.88,"endTime":52.62,"body":"Very well, how"},{"speaker":"Joseph Rubelli","startTime":50.88,"endTime":52.62,"body":"are you? Thank you for having"},{"speaker":"Joseph Rubelli","startTime":52.62,"endTime":52.86,"body":"me."},{"speaker":"Tara Thurber","startTime":53.04,"endTime":56.1,"body":"No problem excited"},{"speaker":"Tara Thurber","startTime":53.04,"endTime":56.1,"body":"to have you as our guest today."},{"speaker":"Tara Thurber","startTime":56.76,"endTime":59.73,"body":"Why don't we just jump right"},{"speaker":"Tara Thurber","startTime":56.76,"endTime":59.73,"body":"into this Joseph and if you"},{"speaker":"Tara Thurber","startTime":59.73,"endTime":62.85,"body":"don't mind sharing a little bit"},{"speaker":"Tara Thurber","startTime":59.73,"endTime":62.85,"body":"about yourself your professional"},{"speaker":"Tara Thurber","startTime":62.85,"endTime":66.87,"body":"background and give us a little"},{"speaker":"Tara Thurber","startTime":62.85,"endTime":66.87,"body":"bit about what Rubelli Digital"},{"speaker":"Tara Thurber","startTime":66.87,"endTime":67.47,"body":"is."},{"speaker":"Joseph Rubelli","startTime":67.63,"endTime":71.59,"body":"Absolutely. So"},{"speaker":"Joseph Rubelli","startTime":67.63,"endTime":71.59,"body":"my name is Joseph. I am the"},{"speaker":"Joseph Rubelli","startTime":71.59,"endTime":75.55,"body":"founder and CEO of Rubelli"},{"speaker":"Joseph Rubelli","startTime":71.59,"endTime":75.55,"body":"Digital, I started my marketing"},{"speaker":"Joseph Rubelli","startTime":75.55,"endTime":80.77,"body":"career now 20 years ago, and I"},{"speaker":"Joseph Rubelli","startTime":75.55,"endTime":80.77,"body":"started in Italy. I worked in"},{"speaker":"Joseph Rubelli","startTime":80.77,"endTime":84.79,"body":"Milan, I worked in London, and I"},{"speaker":"Joseph Rubelli","startTime":80.77,"endTime":84.79,"body":"moved from Italy. I was born in"},{"speaker":"Joseph Rubelli","startTime":84.79,"endTime":88.6,"body":"Italy and moved from Italy to"},{"speaker":"Joseph Rubelli","startTime":84.79,"endTime":88.6,"body":"London when I was 20. I started"},{"speaker":"Joseph Rubelli","startTime":88.6,"endTime":91.72,"body":"working in sales in the beauty"},{"speaker":"Joseph Rubelli","startTime":88.6,"endTime":91.72,"body":"industry, I was working in the"},{"speaker":"Joseph Rubelli","startTime":91.72,"endTime":94.87,"body":"store and I was part of a"},{"speaker":"Joseph Rubelli","startTime":91.72,"endTime":94.87,"body":"program for executives that"},{"speaker":"Joseph Rubelli","startTime":94.87,"endTime":99.76,"body":"allow you to do many different"},{"speaker":"Joseph Rubelli","startTime":94.87,"endTime":99.76,"body":"roles within the company. So I"},{"speaker":"Joseph Rubelli","startTime":99.76,"endTime":102.82,"body":"grew up in the role and then I"},{"speaker":"Joseph Rubelli","startTime":99.76,"endTime":102.82,"body":"moved to London. And I started"},{"speaker":"Joseph Rubelli","startTime":102.82,"endTime":107.41,"body":"working initially as a sales"},{"speaker":"Joseph Rubelli","startTime":102.82,"endTime":107.41,"body":"coordinator. And then I was"},{"speaker":"Joseph Rubelli","startTime":107.44,"endTime":110.5,"body":"working on SAS coding with with"},{"speaker":"Joseph Rubelli","startTime":107.44,"endTime":110.5,"body":"this company which was a startup"},{"speaker":"Joseph Rubelli","startTime":110.5,"endTime":113.68,"body":"skincare at the time. And then I"},{"speaker":"Joseph Rubelli","startTime":110.5,"endTime":113.68,"body":"grew into a marketing role. I"},{"speaker":"Joseph Rubelli","startTime":113.68,"endTime":116.35,"body":"was a marketing executive, then"},{"speaker":"Joseph Rubelli","startTime":113.68,"endTime":116.35,"body":"I became a social media"},{"speaker":"Joseph Rubelli","startTime":116.35,"endTime":119.53,"body":"executive, then social media"},{"speaker":"Joseph Rubelli","startTime":116.35,"endTime":119.53,"body":"manager and influencer marketing"},{"speaker":"Joseph Rubelli","startTime":119.53,"endTime":124.15,"body":"manager and then I became a"},{"speaker":"Joseph Rubelli","startTime":119.53,"endTime":124.15,"body":"manager. And then I one of my"},{"speaker":"Joseph Rubelli","startTime":124.15,"endTime":127.69,"body":"last corporate job. I was a"},{"speaker":"Joseph Rubelli","startTime":124.15,"endTime":127.69,"body":"social media director during the"},{"speaker":"Joseph Rubelli","startTime":127.69,"endTime":128.17,"body":"pandemic."},{"speaker":"Tara Thurber","startTime":128.17,"endTime":128.26,"body":"Okay."},{"speaker":"Joseph Rubelli","startTime":128.29,"endTime":131.59,"body":"So I did many"},{"speaker":"Joseph Rubelli","startTime":128.29,"endTime":131.59,"body":"different jobs and all within"},{"speaker":"Joseph Rubelli","startTime":131.59,"endTime":134.65,"body":"the beauty and fashion industry."},{"speaker":"Joseph Rubelli","startTime":131.59,"endTime":134.65,"body":"But in the last few years, I'd"},{"speaker":"Joseph Rubelli","startTime":134.65,"endTime":139.0,"body":"be working more with real estate"},{"speaker":"Joseph Rubelli","startTime":134.65,"endTime":139.0,"body":"service based businesses and I"},{"speaker":"Joseph Rubelli","startTime":139.0,"endTime":142.96,"body":"started Rubelli Digital. During"},{"speaker":"Joseph Rubelli","startTime":139.0,"endTime":142.96,"body":"the pandemic, it was a time"},{"speaker":"Joseph Rubelli","startTime":142.96,"endTime":146.53,"body":"where everybody was looking for"},{"speaker":"Joseph Rubelli","startTime":142.96,"endTime":146.53,"body":"solutions driven marketing and"},{"speaker":"Joseph Rubelli","startTime":146.92,"endTime":150.97,"body":"extremely strong ROI because, of"},{"speaker":"Joseph Rubelli","startTime":146.92,"endTime":150.97,"body":"course, we had a lot of"},{"speaker":"Joseph Rubelli","startTime":150.97,"endTime":156.97,"body":"challenges during COVID. And I"},{"speaker":"Joseph Rubelli","startTime":150.97,"endTime":156.97,"body":"put together strategies, and,"},{"speaker":"Joseph Rubelli","startTime":157.21,"endTime":160.63,"body":"you know, a series of"},{"speaker":"Joseph Rubelli","startTime":157.21,"endTime":160.63,"body":"implementation that really"},{"speaker":"Joseph Rubelli","startTime":160.81,"endTime":164.71,"body":"worked. And I relocated to the"},{"speaker":"Joseph Rubelli","startTime":160.81,"endTime":164.71,"body":"US a couple of years ago, and I"},{"speaker":"Joseph Rubelli","startTime":164.71,"endTime":168.34,"body":"started to work with my agency"},{"speaker":"Joseph Rubelli","startTime":164.71,"endTime":168.34,"body":"in the US. And now we are a team"},{"speaker":"Joseph Rubelli","startTime":168.34,"endTime":172.66,"body":"of four. And it has been a great"},{"speaker":"Joseph Rubelli","startTime":168.34,"endTime":172.66,"body":"overall journey. Not an easy"},{"speaker":"Joseph Rubelli","startTime":172.66,"endTime":174.64,"body":"journey, but a very exciting"},{"speaker":"Joseph Rubelli","startTime":172.66,"endTime":174.64,"body":"journey."},{"speaker":"Tara Thurber","startTime":175.92,"endTime":178.29,"body":"Well, just your"},{"speaker":"Tara Thurber","startTime":175.92,"endTime":178.29,"body":"professional path in general"},{"speaker":"Tara Thurber","startTime":178.29,"endTime":180.93,"body":"seems like a pretty awesome"},{"speaker":"Tara Thurber","startTime":178.29,"endTime":180.93,"body":"journey, to say the least. And"},{"speaker":"Tara Thurber","startTime":180.93,"endTime":185.55,"body":"then to come to the US starting"},{"speaker":"Tara Thurber","startTime":180.93,"endTime":185.55,"body":"your own boutique agency and"},{"speaker":"Tara Thurber","startTime":186.15,"endTime":190.77,"body":"growing. It must be so exciting,"},{"speaker":"Tara Thurber","startTime":186.15,"endTime":190.77,"body":"too. I know. You know, during"},{"speaker":"Tara Thurber","startTime":190.77,"endTime":194.49,"body":"COVID, it was a tough time. It"},{"speaker":"Tara Thurber","startTime":190.77,"endTime":194.49,"body":"was definitely a tough time. But"},{"speaker":"Tara Thurber","startTime":194.85,"endTime":197.7,"body":"pushing through and getting to"},{"speaker":"Tara Thurber","startTime":194.85,"endTime":197.7,"body":"where you're at today. I mean,"},{"speaker":"Tara Thurber","startTime":197.88,"endTime":200.73,"body":"kudos to you, and"},{"speaker":"Tara Thurber","startTime":197.88,"endTime":200.73,"body":"congratulations on that growth."},{"speaker":"Joseph Rubelli","startTime":201.06,"endTime":203.43,"body":"Thank you. Thank"},{"speaker":"Joseph Rubelli","startTime":201.06,"endTime":203.43,"body":"you, I appreciate it. And yes,"},{"speaker":"Joseph Rubelli","startTime":203.43,"endTime":206.16,"body":"you have been a learning curve."},{"speaker":"Joseph Rubelli","startTime":203.43,"endTime":206.16,"body":"I think when you build your"},{"speaker":"Joseph Rubelli","startTime":206.16,"endTime":210.09,"body":"brand, the line and I did it in"},{"speaker":"Joseph Rubelli","startTime":206.16,"endTime":210.09,"body":"a way that was a bit different."},{"speaker":"Joseph Rubelli","startTime":210.09,"endTime":213.0,"body":"I was coming from a corporate"},{"speaker":"Joseph Rubelli","startTime":210.09,"endTime":213.0,"body":"background, so everything was in"},{"speaker":"Joseph Rubelli","startTime":213.0,"endTime":216.51,"body":"place where it needed to be. And"},{"speaker":"Joseph Rubelli","startTime":213.0,"endTime":216.51,"body":"I will just have to show up."},{"speaker":"Joseph Rubelli","startTime":216.54,"endTime":219.63,"body":"When you work in and you run"},{"speaker":"Joseph Rubelli","startTime":216.54,"endTime":219.63,"body":"your own business, you have to"},{"speaker":"Joseph Rubelli","startTime":219.63,"endTime":222.42,"body":"show up every day, even on the"},{"speaker":"Joseph Rubelli","startTime":219.63,"endTime":222.42,"body":"days that you really don't feel"},{"speaker":"Joseph Rubelli","startTime":222.42,"endTime":227.7,"body":"like it. So I started to build"},{"speaker":"Joseph Rubelli","startTime":222.42,"endTime":227.7,"body":"my social media presence online"},{"speaker":"Joseph Rubelli","startTime":227.79,"endTime":231.12,"body":"after I quit my corporate job."},{"speaker":"Joseph Rubelli","startTime":227.79,"endTime":231.12,"body":"And I wanted to build a"},{"speaker":"Joseph Rubelli","startTime":231.12,"endTime":234.24,"body":"community of other business"},{"speaker":"Joseph Rubelli","startTime":231.12,"endTime":234.24,"body":"owners and startups and I build"},{"speaker":"Joseph Rubelli","startTime":234.24,"endTime":237.6,"body":"a community at 45,000 people on"},{"speaker":"Joseph Rubelli","startTime":234.24,"endTime":237.6,"body":"social media. And then I started"},{"speaker":"Joseph Rubelli","startTime":237.6,"endTime":241.59,"body":"a podcast where I will interview"},{"speaker":"Joseph Rubelli","startTime":237.6,"endTime":241.59,"body":"different leaders and they allow"},{"speaker":"Joseph Rubelli","startTime":241.59,"endTime":245.16,"body":"me to build authority within the"},{"speaker":"Joseph Rubelli","startTime":241.59,"endTime":245.16,"body":"brand. And all of those steps"},{"speaker":"Joseph Rubelli","startTime":245.16,"endTime":248.85,"body":"were little but they allow me to"},{"speaker":"Joseph Rubelli","startTime":245.16,"endTime":248.85,"body":"gain the credibility and"},{"speaker":"Joseph Rubelli","startTime":248.85,"endTime":252.81,"body":"authority that I have today in"},{"speaker":"Joseph Rubelli","startTime":248.85,"endTime":252.81,"body":"the industry. And I feel this is"},{"speaker":"Joseph Rubelli","startTime":252.81,"endTime":258.06,"body":"something that is very important"},{"speaker":"Joseph Rubelli","startTime":252.81,"endTime":258.06,"body":"to remember is never a one size"},{"speaker":"Joseph Rubelli","startTime":258.06,"endTime":261.36,"body":"fits all. It is never really an"},{"speaker":"Joseph Rubelli","startTime":258.06,"endTime":261.36,"body":"overnight success. It's a step"},{"speaker":"Joseph Rubelli","startTime":261.9,"endTime":267.45,"body":"of different action that you"},{"speaker":"Joseph Rubelli","startTime":261.9,"endTime":267.45,"body":"take day by day to really lead"},{"speaker":"Joseph Rubelli","startTime":267.45,"endTime":268.56,"body":"you to where you want to be."},{"speaker":"Tara Thurber","startTime":269.98,"endTime":272.74,"body":"I love that a lot."},{"speaker":"Tara Thurber","startTime":269.98,"endTime":272.74,"body":"I love exactly how you put all"},{"speaker":"Tara Thurber","startTime":272.74,"endTime":277.81,"body":"that. So I want to dive in a"},{"speaker":"Tara Thurber","startTime":272.74,"endTime":277.81,"body":"little bit in regards to"},{"speaker":"Tara Thurber","startTime":277.84,"endTime":283.51,"body":"marketing ROI. Would you be able"},{"speaker":"Tara Thurber","startTime":277.84,"endTime":283.51,"body":"to briefly explain what"},{"speaker":"Tara Thurber","startTime":283.51,"endTime":287.86,"body":"marketing ROI means and why it"},{"speaker":"Tara Thurber","startTime":283.51,"endTime":287.86,"body":"is crucial for businesses?"},{"speaker":"Joseph Rubelli","startTime":288.35,"endTime":291.38,"body":"Absolutely. So"},{"speaker":"Joseph Rubelli","startTime":288.35,"endTime":291.38,"body":"marketing ROI is really the"},{"speaker":"Joseph Rubelli","startTime":291.38,"endTime":295.49,"body":"return of investment that you"},{"speaker":"Joseph Rubelli","startTime":291.38,"endTime":295.49,"body":"have when you are investing"},{"speaker":"Joseph Rubelli","startTime":295.49,"endTime":299.6,"body":"money within your marketing. And"},{"speaker":"Joseph Rubelli","startTime":295.49,"endTime":299.6,"body":"the reason why as an agency we"},{"speaker":"Joseph Rubelli","startTime":299.6,"endTime":302.39,"body":"focus a lot on conversion"},{"speaker":"Joseph Rubelli","startTime":299.6,"endTime":302.39,"body":"marketing lead generation is"},{"speaker":"Joseph Rubelli","startTime":302.39,"endTime":305.39,"body":"because when I was working in"},{"speaker":"Joseph Rubelli","startTime":302.39,"endTime":305.39,"body":"corporate and I was in sales,"},{"speaker":"Joseph Rubelli","startTime":305.87,"endTime":308.48,"body":"before I went to marketing, my"},{"speaker":"Joseph Rubelli","startTime":305.87,"endTime":308.48,"body":"first question would be like,"},{"speaker":"Joseph Rubelli","startTime":308.48,"endTime":311.6,"body":"okay, great, but how is this"},{"speaker":"Joseph Rubelli","startTime":308.48,"endTime":311.6,"body":"bringing any revenue? Whatever"},{"speaker":"Joseph Rubelli","startTime":311.6,"endTime":315.8,"body":"strategy they might have, it was"},{"speaker":"Joseph Rubelli","startTime":311.6,"endTime":315.8,"body":"always about the revenue, and"},{"speaker":"Joseph Rubelli","startTime":315.8,"endTime":319.19,"body":"why the revenue is not the only"},{"speaker":"Joseph Rubelli","startTime":315.8,"endTime":319.19,"body":"thing, it is one of the most"},{"speaker":"Joseph Rubelli","startTime":319.19,"endTime":322.88,"body":"important things. And I always"},{"speaker":"Joseph Rubelli","startTime":319.19,"endTime":322.88,"body":"say, it does not really matter"},{"speaker":"Joseph Rubelli","startTime":323.12,"endTime":326.39,"body":"what type of marketing you do,"},{"speaker":"Joseph Rubelli","startTime":323.12,"endTime":326.39,"body":"if it doesn't bring you any"},{"speaker":"Joseph Rubelli","startTime":326.39,"endTime":330.74,"body":"return, which could be traffic,"},{"speaker":"Joseph Rubelli","startTime":326.39,"endTime":330.74,"body":"it could be lead generation, it"},{"speaker":"Joseph Rubelli","startTime":330.74,"endTime":335.18,"body":"could be sales, you really are"},{"speaker":"Joseph Rubelli","startTime":330.74,"endTime":335.18,"body":"not maximizing your opportunity"},{"speaker":"Joseph Rubelli","startTime":335.18,"endTime":338.15,"body":"with marketing. So ROI is really"},{"speaker":"Joseph Rubelli","startTime":335.18,"endTime":338.15,"body":"making sure that everything you"},{"speaker":"Joseph Rubelli","startTime":338.15,"endTime":341.39,"body":"share, whether there is an"},{"speaker":"Joseph Rubelli","startTime":338.15,"endTime":341.39,"body":"email, whether it is a post on"},{"speaker":"Joseph Rubelli","startTime":341.39,"endTime":345.14,"body":"Instagram, or a video on Tiktok"},{"speaker":"Joseph Rubelli","startTime":341.39,"endTime":345.14,"body":"is really moving the needle of"},{"speaker":"Joseph Rubelli","startTime":345.14,"endTime":349.22,"body":"your customer journey from"},{"speaker":"Joseph Rubelli","startTime":345.14,"endTime":349.22,"body":"discovery to purchase. And one"},{"speaker":"Joseph Rubelli","startTime":349.22,"endTime":353.51,"body":"of the key parts of my services"},{"speaker":"Joseph Rubelli","startTime":349.22,"endTime":353.51,"body":"that I really highlight the"},{"speaker":"Joseph Rubelli","startTime":353.51,"endTime":356.63,"body":"importance of creating an"},{"speaker":"Joseph Rubelli","startTime":353.51,"endTime":356.63,"body":"ecosystem. Funnily enough, I had"},{"speaker":"Joseph Rubelli","startTime":356.63,"endTime":360.98,"body":"a meeting today, where I was"},{"speaker":"Joseph Rubelli","startTime":356.63,"endTime":360.98,"body":"talking to these very big"},{"speaker":"Joseph Rubelli","startTime":360.98,"endTime":365.81,"body":"corporation, they had a full"},{"speaker":"Joseph Rubelli","startTime":360.98,"endTime":365.81,"body":"marketing team, that they have a"},{"speaker":"Joseph Rubelli","startTime":365.81,"endTime":368.3,"body":"person that does TikTok, they"},{"speaker":"Joseph Rubelli","startTime":365.81,"endTime":368.3,"body":"have a person that has an"},{"speaker":"Joseph Rubelli","startTime":368.3,"endTime":371.78,"body":"Instagram, they have a person"},{"speaker":"Joseph Rubelli","startTime":368.3,"endTime":371.78,"body":"that does Threads, you know, all"},{"speaker":"Joseph Rubelli","startTime":371.78,"endTime":374.63,"body":"the socials are covered, but"},{"speaker":"Joseph Rubelli","startTime":371.78,"endTime":374.63,"body":"none of the social is linked."},{"speaker":"Joseph Rubelli","startTime":375.05,"endTime":380.6,"body":"And when you go through, the way"},{"speaker":"Joseph Rubelli","startTime":375.05,"endTime":380.6,"body":"they manage them is very much"},{"speaker":"Joseph Rubelli","startTime":380.63,"endTime":384.92,"body":"content focused rather than"},{"speaker":"Joseph Rubelli","startTime":380.63,"endTime":384.92,"body":"return of investment focused. So"},{"speaker":"Joseph Rubelli","startTime":384.92,"endTime":387.44,"body":"why the two things are very"},{"speaker":"Joseph Rubelli","startTime":384.92,"endTime":387.44,"body":"different, they should be"},{"speaker":"Joseph Rubelli","startTime":387.44,"endTime":388.28,"body":"complimentary."},{"speaker":"Tara Thurber","startTime":388.28,"endTime":388.37,"body":"Right."},{"speaker":"Joseph Rubelli","startTime":388.37,"endTime":392.15,"body":"So I set it to"},{"speaker":"Joseph Rubelli","startTime":388.37,"endTime":392.15,"body":"work with them to really make"},{"speaker":"Joseph Rubelli","startTime":392.15,"endTime":395.54,"body":"sure that we connect all the"},{"speaker":"Joseph Rubelli","startTime":392.15,"endTime":395.54,"body":"dots. And it is one of the most"},{"speaker":"Joseph Rubelli","startTime":395.54,"endTime":400.04,"body":"difficult part for businesses"},{"speaker":"Joseph Rubelli","startTime":395.54,"endTime":400.04,"body":"because often what happens you"},{"speaker":"Joseph Rubelli","startTime":400.04,"endTime":404.45,"body":"have different type of content"},{"speaker":"Joseph Rubelli","startTime":400.04,"endTime":404.45,"body":"that gets created. And the way"},{"speaker":"Joseph Rubelli","startTime":404.45,"endTime":408.44,"body":"you create content is an"},{"speaker":"Joseph Rubelli","startTime":404.45,"endTime":408.44,"body":"interpretation that everybody"},{"speaker":"Joseph Rubelli","startTime":408.44,"endTime":409.28,"body":"has differently."},{"speaker":"Tara Thurber","startTime":409.28,"endTime":409.37,"body":"Right."},{"speaker":"Joseph Rubelli","startTime":409.49,"endTime":413.42,"body":"And often when I"},{"speaker":"Joseph Rubelli","startTime":409.49,"endTime":413.42,"body":"talk to different, they talk to"},{"speaker":"Joseph Rubelli","startTime":413.42,"endTime":416.24,"body":"me about content marketing, like"},{"speaker":"Joseph Rubelli","startTime":413.42,"endTime":416.24,"body":"they are content creators or"},{"speaker":"Joseph Rubelli","startTime":416.24,"endTime":419.24,"body":"influencers, which is a"},{"speaker":"Joseph Rubelli","startTime":416.24,"endTime":419.24,"body":"different type of job compared"},{"speaker":"Joseph Rubelli","startTime":419.24,"endTime":421.88,"body":"to having a business that you"},{"speaker":"Joseph Rubelli","startTime":419.24,"endTime":421.88,"body":"market it online. And I think"},{"speaker":"Joseph Rubelli","startTime":421.88,"endTime":424.22,"body":"that's one of the biggest"},{"speaker":"Joseph Rubelli","startTime":421.88,"endTime":424.22,"body":"misconception there."},{"speaker":"Tara Thurber","startTime":425.57,"endTime":427.73,"body":"It's so"},{"speaker":"Tara Thurber","startTime":425.57,"endTime":427.73,"body":"interesting when it comes down"},{"speaker":"Tara Thurber","startTime":427.73,"endTime":432.44,"body":"to it, because you can have all"},{"speaker":"Tara Thurber","startTime":427.73,"endTime":432.44,"body":"the channels and be putting"},{"speaker":"Tara Thurber","startTime":432.44,"endTime":435.29,"body":"stuff out there. But you're"},{"speaker":"Tara Thurber","startTime":432.44,"endTime":435.29,"body":"right, it all needs to kind of"},{"speaker":"Tara Thurber","startTime":435.29,"endTime":439.34,"body":"come together to show a"},{"speaker":"Tara Thurber","startTime":435.29,"endTime":439.34,"body":"relationship to build that"},{"speaker":"Tara Thurber","startTime":439.34,"endTime":443.33,"body":"environment for that one"},{"speaker":"Tara Thurber","startTime":439.34,"endTime":443.33,"body":"particular business. And if"},{"speaker":"Tara Thurber","startTime":443.33,"endTime":447.02,"body":"you're going in, if you're it's"},{"speaker":"Tara Thurber","startTime":443.33,"endTime":447.02,"body":"not all inter connected, and"},{"speaker":"Tara Thurber","startTime":447.02,"endTime":450.38,"body":"it's going in all different"},{"speaker":"Tara Thurber","startTime":447.02,"endTime":450.38,"body":"directions, then what is the"},{"speaker":"Tara Thurber","startTime":450.38,"endTime":452.33,"body":"point I'm putting it even out"},{"speaker":"Tara Thurber","startTime":450.38,"endTime":452.33,"body":"there? Right?"},{"speaker":"Joseph Rubelli","startTime":452.54,"endTime":456.26,"body":"Correct. I"},{"speaker":"Joseph Rubelli","startTime":452.54,"endTime":456.26,"body":"always bring this example. When"},{"speaker":"Joseph Rubelli","startTime":456.29,"endTime":460.4,"body":"you are thinking about a social"},{"speaker":"Joseph Rubelli","startTime":456.29,"endTime":460.4,"body":"media strategy for a business"},{"speaker":"Joseph Rubelli","startTime":460.4,"endTime":463.16,"body":"and never invested in social"},{"speaker":"Joseph Rubelli","startTime":460.4,"endTime":463.16,"body":"media, the first thing they will"},{"speaker":"Joseph Rubelli","startTime":463.16,"endTime":467.21,"body":"tell you is that they are"},{"speaker":"Joseph Rubelli","startTime":463.16,"endTime":467.21,"body":"looking to increase the brand"},{"speaker":"Joseph Rubelli","startTime":467.21,"endTime":470.99,"body":"awareness, right? So really,"},{"speaker":"Joseph Rubelli","startTime":467.21,"endTime":470.99,"body":"what they're telling you is they"},{"speaker":"Joseph Rubelli","startTime":471.02,"endTime":475.1,"body":"are looking to get more"},{"speaker":"Joseph Rubelli","startTime":471.02,"endTime":475.1,"body":"attention towards the brand. And"},{"speaker":"Joseph Rubelli","startTime":475.4,"endTime":478.79,"body":"why this is the first step"},{"speaker":"Joseph Rubelli","startTime":475.4,"endTime":478.79,"body":"towards the next part, it is"},{"speaker":"Joseph Rubelli","startTime":478.79,"endTime":484.7,"body":"really important to do that,"},{"speaker":"Joseph Rubelli","startTime":478.79,"endTime":484.7,"body":"what happens often they will get"},{"speaker":"Joseph Rubelli","startTime":484.7,"endTime":486.53,"body":"the attention, they will get the"},{"speaker":"Joseph Rubelli","startTime":484.7,"endTime":486.53,"body":"likes, they will get the"},{"speaker":"Joseph Rubelli","startTime":486.53,"endTime":488.93,"body":"followers, they will get the"},{"speaker":"Joseph Rubelli","startTime":486.53,"endTime":488.93,"body":"views, they will get the"},{"speaker":"Joseph Rubelli","startTime":488.93,"endTime":492.17,"body":"engagement, but then they forget"},{"speaker":"Joseph Rubelli","startTime":488.93,"endTime":492.17,"body":"about the retention, okay, how"},{"speaker":"Joseph Rubelli","startTime":492.17,"endTime":496.1,"body":"many of these people that I am"},{"speaker":"Joseph Rubelli","startTime":492.17,"endTime":496.1,"body":"captivating online, I am"},{"speaker":"Joseph Rubelli","startTime":496.1,"endTime":500.21,"body":"actually converting? So I always"},{"speaker":"Joseph Rubelli","startTime":496.1,"endTime":500.21,"body":"say the strategy has to be a"},{"speaker":"Joseph Rubelli","startTime":500.21,"endTime":502.82,"body":"very good hybrid between"},{"speaker":"Joseph Rubelli","startTime":500.21,"endTime":502.82,"body":"attention and retention."},{"speaker":"Joseph Rubelli","startTime":502.0,"endTime":505.66,"body":"It has to be a"},{"speaker":"Joseph Rubelli","startTime":502.0,"endTime":505.66,"body":"great balance between the two."},{"speaker":"Tara Thurber","startTime":502.82,"endTime":502.91,"body":"Right."},{"speaker":"Tara Thurber","startTime":505.66,"endTime":508.93,"body":"And often what happens you have"},{"speaker":"Tara Thurber","startTime":505.66,"endTime":508.93,"body":"two different types of scenarios"},{"speaker":"Tara Thurber","startTime":508.93,"endTime":513.85,"body":"that I work with, I have people"},{"speaker":"Tara Thurber","startTime":508.93,"endTime":513.85,"body":"with very big following 500 to a"},{"speaker":"Tara Thurber","startTime":513.85,"endTime":518.14,"body":"million to two million, they had"},{"speaker":"Tara Thurber","startTime":513.85,"endTime":518.14,"body":"a great presence online, but"},{"speaker":"Tara Thurber","startTime":518.14,"endTime":521.29,"body":"their revenue is not coming from"},{"speaker":"Tara Thurber","startTime":518.14,"endTime":521.29,"body":"social media. And they cannot"},{"speaker":"Tara Thurber","startTime":521.29,"endTime":525.01,"body":"really work on the conversion."},{"speaker":"Tara Thurber","startTime":521.29,"endTime":525.01,"body":"It's just not converting as much"},{"speaker":"Tara Thurber","startTime":525.01,"endTime":528.19,"body":"as they should be. Because what"},{"speaker":"Tara Thurber","startTime":525.01,"endTime":528.19,"body":"happens, they build a very"},{"speaker":"Tara Thurber","startTime":528.19,"endTime":531.4,"body":"strong community, they have the"},{"speaker":"Tara Thurber","startTime":528.19,"endTime":531.4,"body":"engagement. But what happens is"},{"speaker":"Tara Thurber","startTime":531.4,"endTime":535.48,"body":"their page became a commodity"},{"speaker":"Tara Thurber","startTime":531.4,"endTime":535.48,"body":"for their followers, they go"},{"speaker":"Tara Thurber","startTime":535.48,"endTime":539.95,"body":"there, they consume the content,"},{"speaker":"Tara Thurber","startTime":535.48,"endTime":539.95,"body":"they get the information, but"},{"speaker":"Tara Thurber","startTime":539.95,"endTime":542.92,"body":"they don't move to the next"},{"speaker":"Tara Thurber","startTime":539.95,"endTime":542.92,"body":"stage of the customer journey"},{"speaker":"Tara Thurber","startTime":542.95,"endTime":545.98,"body":"because they get everything they"},{"speaker":"Tara Thurber","startTime":542.95,"endTime":545.98,"body":"need on social."},{"speaker":"Tara Thurber","startTime":546.1,"endTime":547.54,"body":"So that's it."},{"speaker":"Tara Thurber","startTime":546.1,"endTime":547.54,"body":"That's done."},{"speaker":"Tara Thurber","startTime":547.0,"endTime":547.36,"body":"Right."},{"speaker":"Joseph Rubelli","startTime":547.11,"endTime":549.66,"body":"Exactly you"},{"speaker":"Joseph Rubelli","startTime":547.11,"endTime":549.66,"body":"become a commodity there."},{"speaker":"Joseph Rubelli","startTime":549.64,"endTime":552.67,"body":"So that's the"},{"speaker":"Joseph Rubelli","startTime":549.64,"endTime":552.67,"body":"that's the biggest challenge."},{"speaker":"Joseph Rubelli","startTime":552.67,"endTime":555.64,"body":"And the second type of client I"},{"speaker":"Joseph Rubelli","startTime":552.67,"endTime":555.64,"body":"work with is someone that is"},{"speaker":"Joseph Rubelli","startTime":556.0,"endTime":558.82,"body":"clueless when it comes to social"},{"speaker":"Joseph Rubelli","startTime":556.0,"endTime":558.82,"body":"media. So they need to start"},{"speaker":"Joseph Rubelli","startTime":558.82,"endTime":562.69,"body":"from zero. And they are probably"},{"speaker":"Joseph Rubelli","startTime":558.82,"endTime":562.69,"body":"doing their own marketing and"},{"speaker":"Joseph Rubelli","startTime":562.69,"endTime":564.79,"body":"they are thinking okay, where"},{"speaker":"Joseph Rubelli","startTime":562.69,"endTime":564.79,"body":"the heck do I start?"},{"speaker":"Joseph Rubelli","startTime":564.81,"endTime":567.178,"body":"What's the next"},{"speaker":"Joseph Rubelli","startTime":564.81,"endTime":567.178,"body":"step for me? There's so many"},{"speaker":"Tara Thurber","startTime":564.82,"endTime":565.18,"body":"Right (laughs)."},{"speaker":"Tara Thurber","startTime":567.232,"endTime":570.731,"body":"platforms so many reel do I need"},{"speaker":"Tara Thurber","startTime":567.232,"endTime":570.731,"body":"to dance? Do I need to lip sync?"},{"speaker":"Tara Thurber","startTime":570.785,"endTime":574.015,"body":"What do I need to do? And I'm"},{"speaker":"Tara Thurber","startTime":570.785,"endTime":574.015,"body":"like, No, you don't have to do"},{"speaker":"Tara Thurber","startTime":574.069,"endTime":577.353,"body":"any of that. We need to work on"},{"speaker":"Tara Thurber","startTime":574.069,"endTime":577.353,"body":"something that works with you"},{"speaker":"Tara Thurber","startTime":577.406,"endTime":580.26,"body":"need to work with the platform,"},{"speaker":"Tara Thurber","startTime":577.406,"endTime":580.26,"body":"not for the platform."},{"speaker":"Tara Thurber","startTime":580.27,"endTime":583.63,"body":"Okay, I like that"},{"speaker":"Tara Thurber","startTime":580.27,"endTime":583.63,"body":"a lot. I like that a lot. Do"},{"speaker":"Tara Thurber","startTime":583.63,"endTime":589.0,"body":"you? Do you get a lot of"},{"speaker":"Tara Thurber","startTime":583.63,"endTime":589.0,"body":"companies that come to you that"},{"speaker":"Tara Thurber","startTime":589.0,"endTime":596.38,"body":"already know who their ideal"},{"speaker":"Tara Thurber","startTime":589.0,"endTime":596.38,"body":"client is? Or is it do you get"},{"speaker":"Tara Thurber","startTime":596.38,"endTime":598.9,"body":"clients that come to you that"},{"speaker":"Tara Thurber","startTime":596.38,"endTime":598.9,"body":"are just like I have this"},{"speaker":"Tara Thurber","startTime":598.9,"endTime":602.71,"body":"service or I have this product"},{"speaker":"Tara Thurber","startTime":598.9,"endTime":602.71,"body":"and how do I start making"},{"speaker":"Tara Thurber","startTime":602.71,"endTime":603.25,"body":"revenue?"},{"speaker":"Joseph Rubelli","startTime":604.27,"endTime":605.38,"body":"I had both."},{"speaker":"Tara Thurber","startTime":605.41,"endTime":605.8,"body":"Yeah."},{"speaker":"Joseph Rubelli","startTime":605.84,"endTime":608.12,"body":"Through the"},{"speaker":"Joseph Rubelli","startTime":605.84,"endTime":608.12,"body":"years and I have to say,"},{"speaker":"Joseph Rubelli","startTime":608.45,"endTime":614.6,"body":"usually, the people that don't"},{"speaker":"Joseph Rubelli","startTime":608.45,"endTime":614.6,"body":"know, the ideal client that they"},{"speaker":"Joseph Rubelli","startTime":614.63,"endTime":616.73,"body":"are looking to speak to are the"},{"speaker":"Joseph Rubelli","startTime":614.63,"endTime":616.73,"body":"same people that think they have"},{"speaker":"Joseph Rubelli","startTime":616.73,"endTime":621.77,"body":"no competitors. And when it"},{"speaker":"Joseph Rubelli","startTime":616.73,"endTime":621.77,"body":"comes to the people there, they"},{"speaker":"Joseph Rubelli","startTime":621.77,"endTime":625.94,"body":"know who they're speaking to,"},{"speaker":"Joseph Rubelli","startTime":621.77,"endTime":625.94,"body":"really, my job is to come there"},{"speaker":"Joseph Rubelli","startTime":625.94,"endTime":628.52,"body":"and help them to fine tune the"},{"speaker":"Joseph Rubelli","startTime":625.94,"endTime":628.52,"body":"messaging, because you might"},{"speaker":"Joseph Rubelli","startTime":628.52,"endTime":630.47,"body":"have an idea who your"},{"speaker":"Joseph Rubelli","startTime":628.52,"endTime":630.47,"body":"demographic is or who your"},{"speaker":"Joseph Rubelli","startTime":630.47,"endTime":635.63,"body":"client avatar might look like."},{"speaker":"Joseph Rubelli","startTime":630.47,"endTime":635.63,"body":"When you posted the content, the"},{"speaker":"Joseph Rubelli","startTime":635.63,"endTime":639.95,"body":"content is not, it doesn't have"},{"speaker":"Joseph Rubelli","startTime":635.63,"endTime":639.95,"body":"the right messages. So for"},{"speaker":"Joseph Rubelli","startTime":639.95,"endTime":642.98,"body":"example, I'm targeting"},{"speaker":"Joseph Rubelli","startTime":639.95,"endTime":642.98,"body":"millennials, with a service"},{"speaker":"Joseph Rubelli","startTime":642.98,"endTime":647.96,"body":"based business. And I am using a"},{"speaker":"Joseph Rubelli","startTime":642.98,"endTime":647.96,"body":"copywriting that is just not"},{"speaker":"Joseph Rubelli","startTime":647.96,"endTime":651.08,"body":"really speaking to them in a way"},{"speaker":"Joseph Rubelli","startTime":647.96,"endTime":651.08,"body":"that is understood and"},{"speaker":"Joseph Rubelli","startTime":651.08,"endTime":651.62,"body":"perceived."},{"speaker":"Tara Thurber","startTime":651.89,"endTime":652.25,"body":"Right."},{"speaker":"Joseph Rubelli","startTime":652.25,"endTime":653.54,"body":"In a way,"},{"speaker":"Joseph Rubelli","startTime":652.25,"endTime":653.54,"body":"there's way too corporate. So"},{"speaker":"Joseph Rubelli","startTime":653.54,"endTime":656.42,"body":"people feel like, Oh, my God,"},{"speaker":"Joseph Rubelli","startTime":653.54,"endTime":656.42,"body":"that's not the right stage for"},{"speaker":"Joseph Rubelli","startTime":656.42,"endTime":659.9,"body":"this. And they might be but the"},{"speaker":"Joseph Rubelli","startTime":656.42,"endTime":659.9,"body":"messaging the communication"},{"speaker":"Joseph Rubelli","startTime":659.9,"endTime":663.38,"body":"channels are not optimized in"},{"speaker":"Joseph Rubelli","startTime":659.9,"endTime":663.38,"body":"line to make them feel like they"},{"speaker":"Joseph Rubelli","startTime":663.38,"endTime":666.38,"body":"are the right stage of business"},{"speaker":"Joseph Rubelli","startTime":663.38,"endTime":666.38,"body":"for them to invest. So they move"},{"speaker":"Joseph Rubelli","startTime":666.38,"endTime":666.59,"body":"on."},{"speaker":"Tara Thurber","startTime":668.15,"endTime":670.76,"body":"Very interesting"},{"speaker":"Tara Thurber","startTime":668.15,"endTime":670.76,"body":"how that is. And then, kind of"},{"speaker":"Tara Thurber","startTime":670.76,"endTime":675.47,"body":"going into my next question"},{"speaker":"Tara Thurber","startTime":670.76,"endTime":675.47,"body":"here. According to recent"},{"speaker":"Tara Thurber","startTime":675.47,"endTime":680.45,"body":"research, statistics show that"},{"speaker":"Tara Thurber","startTime":675.47,"endTime":680.45,"body":"influence marketing is expected"},{"speaker":"Tara Thurber","startTime":680.45,"endTime":684.86,"body":"to be worth $24 billion by the"},{"speaker":"Tara Thurber","startTime":680.45,"endTime":684.86,"body":"end of the year. What are your"},{"speaker":"Tara Thurber","startTime":684.86,"endTime":689.39,"body":"thoughts on this tactic? Is Go"},{"speaker":"Tara Thurber","startTime":684.86,"endTime":689.39,"body":"ahead, answer that one. First."},{"speaker":"Tara Thurber","startTime":689.39,"endTime":690.2,"body":"We'll start there."},{"speaker":"Joseph Rubelli","startTime":690.6,"endTime":693.51,"body":"Influencer"},{"speaker":"Joseph Rubelli","startTime":690.6,"endTime":693.51,"body":"marketing is a very powerful"},{"speaker":"Joseph Rubelli","startTime":693.51,"endTime":697.05,"body":"tool, however, the ways to do"},{"speaker":"Joseph Rubelli","startTime":693.51,"endTime":697.05,"body":"influencer marketing are plenty."},{"speaker":"Joseph Rubelli","startTime":697.05,"endTime":701.88,"body":"And I feel even though this has"},{"speaker":"Joseph Rubelli","startTime":697.05,"endTime":701.88,"body":"been an avenue of marketing that"},{"speaker":"Joseph Rubelli","startTime":701.88,"endTime":705.54,"body":"has been happening for a long"},{"speaker":"Joseph Rubelli","startTime":701.88,"endTime":705.54,"body":"time, people still don't really"},{"speaker":"Joseph Rubelli","startTime":706.38,"endTime":709.32,"body":"optimize it to the way it should"},{"speaker":"Joseph Rubelli","startTime":706.38,"endTime":709.32,"body":"be. So, when it comes to"},{"speaker":"Joseph Rubelli","startTime":709.32,"endTime":711.87,"body":"influencer marketing, you want"},{"speaker":"Joseph Rubelli","startTime":709.32,"endTime":711.87,"body":"to make sure that the creators"},{"speaker":"Joseph Rubelli","startTime":711.87,"endTime":715.92,"body":"you are working with the right"},{"speaker":"Joseph Rubelli","startTime":711.87,"endTime":715.92,"body":"people for your business."},{"speaker":"Joseph Rubelli","startTime":715.95,"endTime":718.544,"body":"Now, something"},{"speaker":"Joseph Rubelli","startTime":715.95,"endTime":718.544,"body":"that a lot of people do not"},{"speaker":"Tara Thurber","startTime":716.07,"endTime":716.82,"body":"For your business."},{"speaker":"Tara Thurber","startTime":718.606,"endTime":722.375,"body":"understand what you feel as a"},{"speaker":"Tara Thurber","startTime":718.606,"endTime":722.375,"body":"marketer is that their main job"},{"speaker":"Tara Thurber","startTime":722.437,"endTime":725.835,"body":"of a content creator or"},{"speaker":"Tara Thurber","startTime":722.437,"endTime":725.835,"body":"influencer is that they need to"},{"speaker":"Tara Thurber","startTime":725.897,"endTime":729.542,"body":"sell content. That's what they"},{"speaker":"Tara Thurber","startTime":725.897,"endTime":729.542,"body":"offer, they sell content and"},{"speaker":"Tara Thurber","startTime":729.604,"endTime":733.496,"body":"they sell a space in their page"},{"speaker":"Tara Thurber","startTime":729.604,"endTime":733.496,"body":"to brands in light to advertise"},{"speaker":"Tara Thurber","startTime":733.558,"endTime":737.204,"body":"a product that the brand wants"},{"speaker":"Tara Thurber","startTime":733.558,"endTime":737.204,"body":"to sell to their demographic"},{"speaker":"Tara Thurber","startTime":737.265,"endTime":740.972,"body":"because that's who they want to"},{"speaker":"Tara Thurber","startTime":737.265,"endTime":740.972,"body":"speak to. So that's a direct"},{"speaker":"Tara Thurber","startTime":741.034,"endTime":744.68,"body":"channel to consumer compared to"},{"speaker":"Tara Thurber","startTime":741.034,"endTime":744.68,"body":"a magazine a few years ago,"},{"speaker":"Tara Thurber","startTime":744.741,"endTime":748.572,"body":"where you will have an advert"},{"speaker":"Tara Thurber","startTime":744.741,"endTime":748.572,"body":"there, but you will not know how"},{"speaker":"Tara Thurber","startTime":748.634,"endTime":752.403,"body":"many people actually look at"},{"speaker":"Tara Thurber","startTime":748.634,"endTime":752.403,"body":"that or how many people actually"},{"speaker":"Tara Thurber","startTime":752.464,"endTime":756.295,"body":"convert. So influence marketing"},{"speaker":"Tara Thurber","startTime":752.464,"endTime":756.295,"body":"is brilliant. However, the way"},{"speaker":"Tara Thurber","startTime":756.357,"endTime":760.311,"body":"influence marketing is changing"},{"speaker":"Tara Thurber","startTime":756.357,"endTime":760.311,"body":"is through a different approach."},{"speaker":"Tara Thurber","startTime":760.373,"endTime":764.018,"body":"We went from the very salesy"},{"speaker":"Tara Thurber","startTime":760.373,"endTime":764.018,"body":"approach, I love this product,"},{"speaker":"Tara Thurber","startTime":764.08,"endTime":767.972,"body":"this is what I'm obsessed with,"},{"speaker":"Tara Thurber","startTime":764.08,"endTime":767.972,"body":"you should buy it to more about"},{"speaker":"Tara Thurber","startTime":764.3,"endTime":839.87,"body":"It can be tricky"},{"speaker":"Tara Thurber","startTime":764.3,"endTime":839.87,"body":"it sounds (laughs)! It's almost"},{"speaker":"Tara Thurber","startTime":768.034,"endTime":771.865,"body":"the storytelling of the brand."},{"speaker":"Tara Thurber","startTime":768.034,"endTime":771.865,"body":"It's using influencer marketing"},{"speaker":"Tara Thurber","startTime":771.927,"endTime":775.51,"body":"as a way to tell the story of"},{"speaker":"Tara Thurber","startTime":771.927,"endTime":775.51,"body":"the company from a different"},{"speaker":"Tara Thurber","startTime":775.572,"endTime":779.032,"body":"angle. And you know, you have"},{"speaker":"Tara Thurber","startTime":775.572,"endTime":779.032,"body":"company like, Tiffany's or"},{"speaker":"Tara Thurber","startTime":779.094,"endTime":782.924,"body":"company like they've been in the"},{"speaker":"Tara Thurber","startTime":779.094,"endTime":782.924,"body":"business for a long time. But"},{"speaker":"Tara Thurber","startTime":782.986,"endTime":786.693,"body":"they haven't really invested in"},{"speaker":"Tara Thurber","startTime":782.986,"endTime":786.693,"body":"influencer marketing before,"},{"speaker":"Tara Thurber","startTime":786.755,"endTime":790.339,"body":"they are starting to do it now"},{"speaker":"Tara Thurber","startTime":786.755,"endTime":790.339,"body":"in a way that is like Okay,"},{"speaker":"Tara Thurber","startTime":790.4,"endTime":794.169,"body":"great. Let me show you what we"},{"speaker":"Tara Thurber","startTime":790.4,"endTime":794.169,"body":"are about through this person."},{"speaker":"Tara Thurber","startTime":794.231,"endTime":797.815,"body":"So I think what's happening is"},{"speaker":"Tara Thurber","startTime":794.231,"endTime":797.815,"body":"we going from the classical"},{"speaker":"Tara Thurber","startTime":797.876,"endTime":801.522,"body":"message copy and paste that"},{"speaker":"Tara Thurber","startTime":797.876,"endTime":801.522,"body":"every content creator requested"},{"speaker":"Tara Thurber","startTime":801.583,"endTime":805.352,"body":"from last week to something that"},{"speaker":"Tara Thurber","startTime":801.583,"endTime":805.352,"body":"requires a bit of a bit more"},{"speaker":"Tara Thurber","startTime":805.414,"endTime":808.936,"body":"strategy and I work with many"},{"speaker":"Tara Thurber","startTime":805.414,"endTime":808.936,"body":"different content creators,"},{"speaker":"Tara Thurber","startTime":808.998,"endTime":812.828,"body":"content creators are great but,"},{"speaker":"Tara Thurber","startTime":808.998,"endTime":812.828,"body":"you know, you need to find the"},{"speaker":"Tara Thurber","startTime":812.89,"endTime":816.844,"body":"good ones and people that really"},{"speaker":"Tara Thurber","startTime":812.89,"endTime":816.844,"body":"understand the brand's strategy"},{"speaker":"Tara Thurber","startTime":816.906,"endTime":820.922,"body":"overall and they put some effort"},{"speaker":"Tara Thurber","startTime":816.906,"endTime":820.922,"body":"on what they create and you need"},{"speaker":"Tara Thurber","startTime":820.984,"endTime":824.876,"body":"to give a good creative freedom"},{"speaker":"Tara Thurber","startTime":820.984,"endTime":824.876,"body":"to the person like to make them"},{"speaker":"Tara Thurber","startTime":824.938,"endTime":828.336,"body":"feel that the content they"},{"speaker":"Tara Thurber","startTime":824.938,"endTime":828.336,"body":"created is aligned what they"},{"speaker":"Tara Thurber","startTime":828.398,"endTime":832.105,"body":"usually do but is also aligned"},{"speaker":"Tara Thurber","startTime":828.398,"endTime":832.105,"body":"with the company which is why"},{"speaker":"Tara Thurber","startTime":832.167,"endTime":834.33,"body":"there needs to be a system in place"},{"speaker":"Tara Thurber","startTime":839.9,"endTime":846.62,"body":"what happens if you choose the"},{"speaker":"Tara Thurber","startTime":839.9,"endTime":846.62,"body":"wrong influencer and you kind of"},{"speaker":"Tara Thurber","startTime":846.62,"endTime":851.93,"body":"put all this money with"},{"speaker":"Tara Thurber","startTime":846.62,"endTime":851.93,"body":"businesses that have a small"},{"speaker":"Tara Thurber","startTime":851.93,"endTime":857.66,"body":"budget or are trying things what"},{"speaker":"Tara Thurber","startTime":851.93,"endTime":857.66,"body":"happens then if that doesn't"},{"speaker":"Tara Thurber","startTime":857.66,"endTime":860.81,"body":"work and you're sinking your"},{"speaker":"Tara Thurber","startTime":857.66,"endTime":860.81,"body":"money into this how do"},{"speaker":"Tara Thurber","startTime":860.81,"endTime":862.64,"body":"businesses find their way out?"},{"speaker":"Joseph Rubelli","startTime":863.14,"endTime":867.13,"body":"I will share a"},{"speaker":"Joseph Rubelli","startTime":863.14,"endTime":867.13,"body":"simple example of this because I"},{"speaker":"Joseph Rubelli","startTime":867.16,"endTime":870.16,"body":"work with content creators and"},{"speaker":"Joseph Rubelli","startTime":867.16,"endTime":870.16,"body":"influencers with small budget"},{"speaker":"Joseph Rubelli","startTime":870.19,"endTime":873.64,"body":"and so that way based on the"},{"speaker":"Joseph Rubelli","startTime":870.19,"endTime":873.64,"body":"campaign you're you're looking"},{"speaker":"Joseph Rubelli","startTime":873.64,"endTime":878.35,"body":"to work with you want to divide"},{"speaker":"Joseph Rubelli","startTime":873.64,"endTime":878.35,"body":"your strategy into different"},{"speaker":"Joseph Rubelli","startTime":878.35,"endTime":883.66,"body":"sizes of influences. So if you"},{"speaker":"Joseph Rubelli","startTime":878.35,"endTime":883.66,"body":"want to gain awareness, you want"},{"speaker":"Joseph Rubelli","startTime":883.66,"endTime":887.47,"body":"to go with the bigger numbers."},{"speaker":"Joseph Rubelli","startTime":883.66,"endTime":887.47,"body":"So the bigger the content"},{"speaker":"Joseph Rubelli","startTime":887.47,"endTime":890.29,"body":"creator the more reach there"},{"speaker":"Joseph Rubelli","startTime":887.47,"endTime":890.29,"body":"will have and so therefore, if"},{"speaker":"Joseph Rubelli","startTime":890.29,"endTime":894.01,"body":"your main goal is to get"},{"speaker":"Joseph Rubelli","startTime":890.29,"endTime":894.01,"body":"awareness for the brand or to"},{"speaker":"Joseph Rubelli","startTime":894.01,"endTime":896.41,"body":"get attention, those are the"},{"speaker":"Joseph Rubelli","startTime":894.01,"endTime":896.41,"body":"people you need to work with."},{"speaker":"Joseph Rubelli","startTime":896.44,"endTime":899.41,"body":"You want them to create some"},{"speaker":"Joseph Rubelli","startTime":896.44,"endTime":899.41,"body":"content that is predominantly"},{"speaker":"Joseph Rubelli","startTime":899.41,"endTime":903.37,"body":"video that you can use or"},{"speaker":"Joseph Rubelli","startTime":899.41,"endTime":903.37,"body":"repurpose on an ad later on."},{"speaker":"Tara Thurber","startTime":903.67,"endTime":904.03,"body":"Okay."},{"speaker":"Joseph Rubelli","startTime":904.09,"endTime":906.01,"body":"And then if you"},{"speaker":"Joseph Rubelli","startTime":904.09,"endTime":906.01,"body":"instead are looking for"},{"speaker":"Joseph Rubelli","startTime":906.01,"endTime":909.73,"body":"attention, and you say, okay,"},{"speaker":"Joseph Rubelli","startTime":906.01,"endTime":909.73,"body":"great, we have the attention,"},{"speaker":"Joseph Rubelli","startTime":909.73,"endTime":912.67,"body":"but we need to start the"},{"speaker":"Joseph Rubelli","startTime":909.73,"endTime":912.67,"body":"conversion, you can start to"},{"speaker":"Joseph Rubelli","startTime":912.67,"endTime":916.27,"body":"work with content creators that"},{"speaker":"Joseph Rubelli","startTime":912.67,"endTime":916.27,"body":"are a little bit smaller, we're"},{"speaker":"Joseph Rubelli","startTime":916.27,"endTime":921.43,"body":"talking, you know, 50, to 100k,"},{"speaker":"Joseph Rubelli","startTime":916.27,"endTime":921.43,"body":"those usually are the one that"},{"speaker":"Joseph Rubelli","startTime":921.43,"endTime":924.31,"body":"have the community that is the"},{"speaker":"Joseph Rubelli","startTime":921.43,"endTime":924.31,"body":"most invested. They're the one"},{"speaker":"Joseph Rubelli","startTime":924.31,"endTime":927.04,"body":"that are bringing the"},{"speaker":"Joseph Rubelli","startTime":924.31,"endTime":927.04,"body":"conversion, they're bringing the"},{"speaker":"Joseph Rubelli","startTime":927.04,"endTime":931.69,"body":"lead. So you can track that in"},{"speaker":"Joseph Rubelli","startTime":927.04,"endTime":931.69,"body":"different ways. I've done this"},{"speaker":"Joseph Rubelli","startTime":931.69,"endTime":934.06,"body":"in the over the years, many"},{"speaker":"Joseph Rubelli","startTime":931.69,"endTime":934.06,"body":"different ways, I did this"},{"speaker":"Joseph Rubelli","startTime":934.06,"endTime":939.22,"body":"through a link where the person"},{"speaker":"Joseph Rubelli","startTime":934.06,"endTime":939.22,"body":"will use the link, and sometimes"},{"speaker":"Joseph Rubelli","startTime":939.22,"endTime":942.19,"body":"they get permission. They're not"},{"speaker":"Joseph Rubelli","startTime":939.22,"endTime":942.19,"body":"again, it was a marketing isn't"},{"speaker":"Joseph Rubelli","startTime":942.19,"endTime":945.34,"body":"affiliate marketing. So you"},{"speaker":"Joseph Rubelli","startTime":942.19,"endTime":945.34,"body":"should pay as a company, the"},{"speaker":"Joseph Rubelli","startTime":945.34,"endTime":948.61,"body":"content of the campaign that the"},{"speaker":"Joseph Rubelli","startTime":945.34,"endTime":948.61,"body":"person is with, because usually"},{"speaker":"Joseph Rubelli","startTime":948.61,"endTime":953.38,"body":"what happens is I mean, I as an"},{"speaker":"Joseph Rubelli","startTime":948.61,"endTime":953.38,"body":"agency, we work with brands, and"},{"speaker":"Joseph Rubelli","startTime":953.38,"endTime":956.56,"body":"I have to partner in my agency"},{"speaker":"Joseph Rubelli","startTime":953.38,"endTime":956.56,"body":"that I work with, and we create"},{"speaker":"Joseph Rubelli","startTime":956.56,"endTime":958.87,"body":"content for them what we do, we"},{"speaker":"Joseph Rubelli","startTime":956.56,"endTime":958.87,"body":"create campaigns together."},{"speaker":"Tara Thurber","startTime":959.17,"endTime":959.29,"body":"Okay."},{"speaker":"Joseph Rubelli","startTime":959.29,"endTime":961.66,"body":"And then the"},{"speaker":"Joseph Rubelli","startTime":959.29,"endTime":961.66,"body":"campaigns is involving a set"},{"speaker":"Joseph Rubelli","startTime":961.66,"endTime":964.54,"body":"amount of placements, which are"},{"speaker":"Joseph Rubelli","startTime":961.66,"endTime":964.54,"body":"the set amount of posts. And"},{"speaker":"Joseph Rubelli","startTime":964.54,"endTime":969.73,"body":"that's what you pay for. And you"},{"speaker":"Joseph Rubelli","startTime":964.54,"endTime":969.73,"body":"can also add to it a link where"},{"speaker":"Joseph Rubelli","startTime":969.76,"endTime":974.29,"body":"the person can share this link"},{"speaker":"Joseph Rubelli","startTime":969.76,"endTime":974.29,"body":"through their community. So you"},{"speaker":"Joseph Rubelli","startTime":974.29,"endTime":977.17,"body":"can track the conversion of that"},{"speaker":"Joseph Rubelli","startTime":974.29,"endTime":977.17,"body":"account. And that's usually the"},{"speaker":"Joseph Rubelli","startTime":977.17,"endTime":981.43,"body":"best way to work with content"},{"speaker":"Joseph Rubelli","startTime":977.17,"endTime":981.43,"body":"creators, again, 50 to 100k"},{"speaker":"Joseph Rubelli","startTime":981.43,"endTime":984.52,"body":"200k, those are the ones that"},{"speaker":"Joseph Rubelli","startTime":981.43,"endTime":984.52,"body":"will convert the most the one"},{"speaker":"Joseph Rubelli","startTime":984.52,"endTime":987.4,"body":"over a million are great for"},{"speaker":"Joseph Rubelli","startTime":984.52,"endTime":987.4,"body":"attention, but not brilliant for"},{"speaker":"Joseph Rubelli","startTime":987.4,"endTime":987.97,"body":"retention."},{"speaker":"Tara Thurber","startTime":988.42,"endTime":992.14,"body":"Okay, that's"},{"speaker":"Tara Thurber","startTime":988.42,"endTime":992.14,"body":"understandable. So then, in"},{"speaker":"Tara Thurber","startTime":992.14,"endTime":996.19,"body":"looking at well established"},{"speaker":"Tara Thurber","startTime":992.14,"endTime":996.19,"body":"companies that have existed for"},{"speaker":"Tara Thurber","startTime":996.22,"endTime":1002.07,"body":"decades, that are reluctant to"},{"speaker":"Tara Thurber","startTime":996.22,"endTime":1002.07,"body":"change marketing tactics, or try"},{"speaker":"Tara Thurber","startTime":1002.07,"endTime":1007.32,"body":"new channels, what is your"},{"speaker":"Tara Thurber","startTime":1002.07,"endTime":1007.32,"body":"advice to a young marketer"},{"speaker":"Tara Thurber","startTime":1007.32,"endTime":1011.76,"body":"dealing with generation gaps and"},{"speaker":"Tara Thurber","startTime":1007.32,"endTime":1011.76,"body":"trying to, I don't want to say"},{"speaker":"Tara Thurber","startTime":1011.76,"endTime":1014.1,"body":"recreate the wheel, but expand?"},{"speaker":"Joseph Rubelli","startTime":1015.56,"endTime":1019.67,"body":"Yeah, so this is"},{"speaker":"Joseph Rubelli","startTime":1015.56,"endTime":1019.67,"body":"a great question. Because this"},{"speaker":"Joseph Rubelli","startTime":1019.67,"endTime":1024.38,"body":"has been a significant part of"},{"speaker":"Joseph Rubelli","startTime":1019.67,"endTime":1024.38,"body":"my job for a long time. Because"},{"speaker":"Joseph Rubelli","startTime":1024.53,"endTime":1026.93,"body":"when I started working on social"},{"speaker":"Joseph Rubelli","startTime":1024.53,"endTime":1026.93,"body":"media, social media was really"},{"speaker":"Joseph Rubelli","startTime":1026.93,"endTime":1030.26,"body":"new. So I remember going to my"},{"speaker":"Joseph Rubelli","startTime":1026.93,"endTime":1030.26,"body":"boss and say, I think we should"},{"speaker":"Joseph Rubelli","startTime":1030.26,"endTime":1033.98,"body":"make an effort to invest time"},{"speaker":"Joseph Rubelli","startTime":1030.26,"endTime":1033.98,"body":"and energy into this, because"},{"speaker":"Joseph Rubelli","startTime":1033.98,"endTime":1037.19,"body":"that's what is going to generate"},{"speaker":"Joseph Rubelli","startTime":1033.98,"endTime":1037.19,"body":"revenue with. And I remember"},{"speaker":"Joseph Rubelli","startTime":1037.19,"endTime":1040.46,"body":"preparing a whole case study and"},{"speaker":"Joseph Rubelli","startTime":1037.19,"endTime":1040.46,"body":"and whole business case to show"},{"speaker":"Joseph Rubelli","startTime":1040.46,"endTime":1044.66,"body":"them how to do it. What happens,"},{"speaker":"Joseph Rubelli","startTime":1040.46,"endTime":1044.66,"body":"and the advice I will give to"},{"speaker":"Joseph Rubelli","startTime":1044.66,"endTime":1048.95,"body":"any young marketer that is"},{"speaker":"Joseph Rubelli","startTime":1044.66,"endTime":1048.95,"body":"looking to work with bigger"},{"speaker":"Joseph Rubelli","startTime":1048.95,"endTime":1055.25,"body":"companies, is to focus less on"},{"speaker":"Joseph Rubelli","startTime":1048.95,"endTime":1055.25,"body":"the metrics, or social media,"},{"speaker":"Joseph Rubelli","startTime":1055.25,"endTime":1057.98,"body":"which I call the vanity metrics,"},{"speaker":"Joseph Rubelli","startTime":1055.25,"endTime":1057.98,"body":"the lives the followers, the"},{"speaker":"Joseph Rubelli","startTime":1057.98,"endTime":1062.63,"body":"engagement, you want to really"},{"speaker":"Joseph Rubelli","startTime":1057.98,"endTime":1062.63,"body":"talk about the real marketing"},{"speaker":"Joseph Rubelli","startTime":1062.63,"endTime":1065.36,"body":"behind it, how do you take that"},{"speaker":"Joseph Rubelli","startTime":1062.63,"endTime":1065.36,"body":"person from discovery to"},{"speaker":"Joseph Rubelli","startTime":1065.36,"endTime":1069.89,"body":"purchase in the customer"},{"speaker":"Joseph Rubelli","startTime":1065.36,"endTime":1069.89,"body":"journey? So focus on how is this"},{"speaker":"Joseph Rubelli","startTime":1069.89,"endTime":1075.59,"body":"post is going to generate more"},{"speaker":"Joseph Rubelli","startTime":1069.89,"endTime":1075.59,"body":"revenue for the business? Or if"},{"speaker":"Joseph Rubelli","startTime":1075.59,"endTime":1079.43,"body":"it's not revenue? How is it"},{"speaker":"Joseph Rubelli","startTime":1075.59,"endTime":1079.43,"body":"going to generate more leads? So"},{"speaker":"Joseph Rubelli","startTime":1079.46,"endTime":1083.03,"body":"if you create an Instagram"},{"speaker":"Joseph Rubelli","startTime":1079.46,"endTime":1083.03,"body":"strategy? How is this post gonna"},{"speaker":"Joseph Rubelli","startTime":1083.09,"endTime":1086.21,"body":"increase the traffic to the"},{"speaker":"Joseph Rubelli","startTime":1083.09,"endTime":1086.21,"body":"website? So instead of talking"},{"speaker":"Joseph Rubelli","startTime":1086.21,"endTime":1089.81,"body":"about awareness, you can say,"},{"speaker":"Joseph Rubelli","startTime":1086.21,"endTime":1089.81,"body":"okay, great, you can you know,"},{"speaker":"Joseph Rubelli","startTime":1089.81,"endTime":1093.95,"body":"I've been in rooms before with"},{"speaker":"Joseph Rubelli","startTime":1089.81,"endTime":1093.95,"body":"younger social media managers"},{"speaker":"Joseph Rubelli","startTime":1093.95,"endTime":1097.04,"body":"talking about percentages of"},{"speaker":"Joseph Rubelli","startTime":1093.95,"endTime":1097.04,"body":"awareness for the company"},{"speaker":"Joseph Rubelli","startTime":1097.07,"endTime":1101.0,"body":"awareness is not quantifiable"},{"speaker":"Joseph Rubelli","startTime":1097.07,"endTime":1101.0,"body":"because awareness doesn't really"},{"speaker":"Joseph Rubelli","startTime":1101.0,"endTime":1104.72,"body":"pay the bills, what really you"},{"speaker":"Joseph Rubelli","startTime":1101.0,"endTime":1104.72,"body":"can switch that is, okay, great,"},{"speaker":"Joseph Rubelli","startTime":1104.75,"endTime":1108.53,"body":"this strategy will increase,"},{"speaker":"Joseph Rubelli","startTime":1104.75,"endTime":1108.53,"body":"there is a forecast that he will"},{"speaker":"Joseph Rubelli","startTime":1108.53,"endTime":1112.64,"body":"increase traffic by 50% on the"},{"speaker":"Joseph Rubelli","startTime":1108.53,"endTime":1112.64,"body":"website. So that's how you can"},{"speaker":"Joseph Rubelli","startTime":1112.91,"endTime":1116.9,"body":"quantify and really understand"},{"speaker":"Joseph Rubelli","startTime":1112.91,"endTime":1116.9,"body":"what language the person who is"},{"speaker":"Joseph Rubelli","startTime":1116.9,"endTime":1119.72,"body":"in front of you speaks, if the"},{"speaker":"Joseph Rubelli","startTime":1116.9,"endTime":1119.72,"body":"person is all about numbers, you"},{"speaker":"Joseph Rubelli","startTime":1119.72,"endTime":1122.27,"body":"need to make the case about"},{"speaker":"Joseph Rubelli","startTime":1119.72,"endTime":1122.27,"body":"that."},{"speaker":"Tara Thurber","startTime":1122.51,"endTime":1123.56,"body":"The numbers talk"},{"speaker":"Tara Thurber","startTime":1122.51,"endTime":1123.56,"body":"(laughs)."},{"speaker":"Joseph Rubelli","startTime":1123.84,"endTime":1126.48,"body":"Exactly. At the"},{"speaker":"Joseph Rubelli","startTime":1123.84,"endTime":1126.48,"body":"end of the day, numbers speak."},{"speaker":"Joseph Rubelli","startTime":1126.57,"endTime":1130.44,"body":"And even in marketing, posting"},{"speaker":"Joseph Rubelli","startTime":1126.57,"endTime":1130.44,"body":"on Instagram is not marketing,"},{"speaker":"Joseph Rubelli","startTime":1130.59,"endTime":1133.95,"body":"you need a strategy that"},{"speaker":"Joseph Rubelli","startTime":1130.59,"endTime":1133.95,"body":"involves posting on it, you"},{"speaker":"Joseph Rubelli","startTime":1133.95,"endTime":1136.32,"body":"know, I always bring this"},{"speaker":"Joseph Rubelli","startTime":1133.95,"endTime":1136.32,"body":"example in my community, there's"},{"speaker":"Joseph Rubelli","startTime":1136.32,"endTime":1140.34,"body":"a difference between content"},{"speaker":"Joseph Rubelli","startTime":1136.32,"endTime":1140.34,"body":"marketing and marketing content."},{"speaker":"Joseph Rubelli","startTime":1140.52,"endTime":1143.76,"body":"Content marketing is the content"},{"speaker":"Joseph Rubelli","startTime":1140.52,"endTime":1143.76,"body":"that is moving the needle from"},{"speaker":"Joseph Rubelli","startTime":1143.76,"endTime":1147.27,"body":"discovery to purchase on social"},{"speaker":"Joseph Rubelli","startTime":1143.76,"endTime":1147.27,"body":"media. Marketing content, is"},{"speaker":"Joseph Rubelli","startTime":1147.27,"endTime":1149.46,"body":"making sure that the content"},{"speaker":"Joseph Rubelli","startTime":1147.27,"endTime":1149.46,"body":"that you create and is"},{"speaker":"Joseph Rubelli","startTime":1149.46,"endTime":1152.67,"body":"distributed in a way that is"},{"speaker":"Joseph Rubelli","startTime":1149.46,"endTime":1152.67,"body":"actually bringing the return of"},{"speaker":"Joseph Rubelli","startTime":1152.67,"endTime":1155.07,"body":"investment when a company wants"},{"speaker":"Joseph Rubelli","startTime":1152.67,"endTime":1155.07,"body":"and that's where the expertise"},{"speaker":"Joseph Rubelli","startTime":1155.07,"endTime":1157.92,"body":"comes in. It's all about"},{"speaker":"Joseph Rubelli","startTime":1155.07,"endTime":1157.92,"body":"creating the video, it's about"},{"speaker":"Joseph Rubelli","startTime":1157.92,"endTime":1161.97,"body":"making sure that what you're"},{"speaker":"Joseph Rubelli","startTime":1157.92,"endTime":1161.97,"body":"doing is effectively moving that"},{"speaker":"Joseph Rubelli","startTime":1161.97,"endTime":1163.29,"body":"needle that we mentioned before."},{"speaker":"Tara Thurber","startTime":1164.89,"endTime":1167.86,"body":"It's very"},{"speaker":"Tara Thurber","startTime":1164.89,"endTime":1167.86,"body":"interesting how it kind of is in"},{"speaker":"Tara Thurber","startTime":1167.86,"endTime":1176.17,"body":"two different ways. But being"},{"speaker":"Tara Thurber","startTime":1167.86,"endTime":1176.17,"body":"able to create campaigns and"},{"speaker":"Tara Thurber","startTime":1176.17,"endTime":1181.78,"body":"build or have that ROI. It's"},{"speaker":"Tara Thurber","startTime":1176.17,"endTime":1181.78,"body":"really important for businesses"},{"speaker":"Tara Thurber","startTime":1181.78,"endTime":1185.38,"body":"to understand the two different"},{"speaker":"Tara Thurber","startTime":1181.78,"endTime":1185.38,"body":"aspects that we that you just"},{"speaker":"Tara Thurber","startTime":1185.38,"endTime":1187.93,"body":"brought up there where it's"},{"speaker":"Tara Thurber","startTime":1185.38,"endTime":1187.93,"body":"marketing content or content"},{"speaker":"Tara Thurber","startTime":1187.93,"endTime":1192.07,"body":"marketing, right? So what and"},{"speaker":"Tara Thurber","startTime":1187.93,"endTime":1192.07,"body":"you know, let me ask you a"},{"speaker":"Tara Thurber","startTime":1192.07,"endTime":1196.09,"body":"question like this too. For"},{"speaker":"Tara Thurber","startTime":1192.07,"endTime":1196.09,"body":"smaller businesses and startups"},{"speaker":"Tara Thurber","startTime":1196.09,"endTime":1200.02,"body":"what happens if maybe they've"},{"speaker":"Tara Thurber","startTime":1196.09,"endTime":1200.02,"body":"got a strategy, but they don't"},{"speaker":"Tara Thurber","startTime":1200.02,"endTime":1206.47,"body":"have a budget to put into"},{"speaker":"Tara Thurber","startTime":1200.02,"endTime":1206.47,"body":"content marketing? Is there any"},{"speaker":"Tara Thurber","startTime":1206.47,"endTime":1209.2,"body":"advice you would give some of"},{"speaker":"Tara Thurber","startTime":1206.47,"endTime":1209.2,"body":"the smaller businesses that"},{"speaker":"Tara Thurber","startTime":1209.2,"endTime":1212.17,"body":"really have like zero to no"},{"speaker":"Tara Thurber","startTime":1209.2,"endTime":1212.17,"body":"budget?"},{"speaker":"Joseph Rubelli","startTime":1212.57,"endTime":1215.6,"body":"Absolutely. Like"},{"speaker":"Joseph Rubelli","startTime":1212.57,"endTime":1215.6,"body":"if you're doing your marketing,"},{"speaker":"Joseph Rubelli","startTime":1215.66,"endTime":1220.22,"body":"the best way to market your"},{"speaker":"Joseph Rubelli","startTime":1215.66,"endTime":1220.22,"body":"business is to really make sure"},{"speaker":"Joseph Rubelli","startTime":1220.22,"endTime":1223.16,"body":"you're showing up on social"},{"speaker":"Joseph Rubelli","startTime":1220.22,"endTime":1223.16,"body":"media. And instead of talking"},{"speaker":"Joseph Rubelli","startTime":1223.16,"endTime":1228.92,"body":"about what you sell,"},{"speaker":"Joseph Rubelli","startTime":1223.16,"endTime":1228.92,"body":"predominantly talk about why you"},{"speaker":"Joseph Rubelli","startTime":1228.92,"endTime":1232.94,"body":"started and how are you taking"},{"speaker":"Joseph Rubelli","startTime":1228.92,"endTime":1232.94,"body":"the person from point A to point"},{"speaker":"Joseph Rubelli","startTime":1232.94,"endTime":1236.21,"body":"B, making sure you are the face"},{"speaker":"Joseph Rubelli","startTime":1232.94,"endTime":1236.21,"body":"of what you're selling the"},{"speaker":"Joseph Rubelli","startTime":1236.21,"endTime":1239.15,"body":"product because realistically,"},{"speaker":"Joseph Rubelli","startTime":1236.21,"endTime":1239.15,"body":"what happens, especially in"},{"speaker":"Joseph Rubelli","startTime":1239.15,"endTime":1243.02,"body":"platforms, such as Instagram, or"},{"speaker":"Joseph Rubelli","startTime":1239.15,"endTime":1243.02,"body":"Facebook, they are very"},{"speaker":"Joseph Rubelli","startTime":1243.08,"endTime":1246.26,"body":"emotional platform, people build"},{"speaker":"Joseph Rubelli","startTime":1243.08,"endTime":1246.26,"body":"a connection with the person in"},{"speaker":"Joseph Rubelli","startTime":1246.26,"endTime":1249.71,"body":"that screen. And that person"},{"speaker":"Joseph Rubelli","startTime":1246.26,"endTime":1249.71,"body":"becomes a medium between what"},{"speaker":"Joseph Rubelli","startTime":1249.71,"endTime":1254.18,"body":"they sell in and who they sell"},{"speaker":"Joseph Rubelli","startTime":1249.71,"endTime":1254.18,"body":"it to. And so what happens there"},{"speaker":"Joseph Rubelli","startTime":1254.18,"endTime":1257.66,"body":"is, if you're able to document"},{"speaker":"Joseph Rubelli","startTime":1254.18,"endTime":1257.66,"body":"your journey as an entrepreneur,"},{"speaker":"Joseph Rubelli","startTime":1257.66,"endTime":1265.73,"body":"and show what you are working on"},{"speaker":"Joseph Rubelli","startTime":1257.66,"endTime":1265.73,"body":"in taking the audience, along"},{"speaker":"Joseph Rubelli","startTime":1265.73,"endTime":1268.82,"body":"with you, people will feel"},{"speaker":"Joseph Rubelli","startTime":1265.73,"endTime":1268.82,"body":"invested. And that's how you're"},{"speaker":"Joseph Rubelli","startTime":1268.82,"endTime":1271.52,"body":"going to warm them up to"},{"speaker":"Joseph Rubelli","startTime":1268.82,"endTime":1271.52,"body":"ultimately purchase. Don't feel"},{"speaker":"Joseph Rubelli","startTime":1271.52,"endTime":1274.25,"body":"ashamed to sell a product. I"},{"speaker":"Joseph Rubelli","startTime":1271.52,"endTime":1274.25,"body":"think that's another problem. I"},{"speaker":"Joseph Rubelli","startTime":1274.25,"endTime":1277.82,"body":"feel like a lot of times, small"},{"speaker":"Joseph Rubelli","startTime":1274.25,"endTime":1277.82,"body":"entrepreneurs to do their own"},{"speaker":"Joseph Rubelli","startTime":1277.82,"endTime":1281.12,"body":"marketing. They don't want to"},{"speaker":"Joseph Rubelli","startTime":1277.82,"endTime":1281.12,"body":"sound salesy, so they never talk"},{"speaker":"Joseph Rubelli","startTime":1281.12,"endTime":1284.15,"body":"about the product. And they get"},{"speaker":"Joseph Rubelli","startTime":1281.12,"endTime":1284.15,"body":"the engagement because they"},{"speaker":"Joseph Rubelli","startTime":1284.15,"endTime":1286.7,"body":"create a lot of educational"},{"speaker":"Joseph Rubelli","startTime":1284.15,"endTime":1286.7,"body":"content, and it's great, but"},{"speaker":"Joseph Rubelli","startTime":1286.7,"endTime":1289.64,"body":"then it doesn't sell. So it's a"},{"speaker":"Joseph Rubelli","startTime":1286.7,"endTime":1289.64,"body":"lot of time that you put into"},{"speaker":"Joseph Rubelli","startTime":1289.64,"endTime":1292.55,"body":"something that is not bringing"},{"speaker":"Joseph Rubelli","startTime":1289.64,"endTime":1292.55,"body":"you anything back, other than"},{"speaker":"Joseph Rubelli","startTime":1292.73,"endTime":1295.19,"body":"great vanity metrics, if you"},{"speaker":"Joseph Rubelli","startTime":1292.73,"endTime":1295.19,"body":"will. So you want to make sure"},{"speaker":"Joseph Rubelli","startTime":1295.19,"endTime":1299.45,"body":"that the way you invest that"},{"speaker":"Joseph Rubelli","startTime":1295.19,"endTime":1299.45,"body":"time was social, it's super"},{"speaker":"Joseph Rubelli","startTime":1299.45,"endTime":1302.75,"body":"valuable. I actually did"},{"speaker":"Joseph Rubelli","startTime":1299.45,"endTime":1302.75,"body":"recently a masterclass where I"},{"speaker":"Joseph Rubelli","startTime":1303.23,"endTime":1305.9,"body":"teach my community how to spend"},{"speaker":"Joseph Rubelli","startTime":1303.23,"endTime":1305.9,"body":"less time on social media more"},{"speaker":"Joseph Rubelli","startTime":1305.9,"endTime":1310.88,"body":"time in their business. And it's"},{"speaker":"Joseph Rubelli","startTime":1305.9,"endTime":1310.88,"body":"all about understanding this"},{"speaker":"Joseph Rubelli","startTime":1310.88,"endTime":1313.85,"body":"pattern, and what type of"},{"speaker":"Joseph Rubelli","startTime":1310.88,"endTime":1313.85,"body":"content they should be putting"},{"speaker":"Joseph Rubelli","startTime":1313.85,"endTime":1317.09,"body":"out there and when. So it's a"},{"speaker":"Joseph Rubelli","startTime":1313.85,"endTime":1317.09,"body":"whole 60 minutes social media"},{"speaker":"Joseph Rubelli","startTime":1317.12,"endTime":1320.21,"body":"training that I do and is"},{"speaker":"Joseph Rubelli","startTime":1317.12,"endTime":1320.21,"body":"completely free. So it's like it"},{"speaker":"Joseph Rubelli","startTime":1320.21,"endTime":1325.28,"body":"gives a lot of perspective. And"},{"speaker":"Joseph Rubelli","startTime":1320.21,"endTime":1325.28,"body":"I talk about this all the time,"},{"speaker":"Joseph Rubelli","startTime":1325.31,"endTime":1331.31,"body":"I started to post significantly"},{"speaker":"Joseph Rubelli","startTime":1325.31,"endTime":1331.31,"body":"less this year, because I"},{"speaker":"Joseph Rubelli","startTime":1331.34,"endTime":1335.24,"body":"started to focus more on"},{"speaker":"Joseph Rubelli","startTime":1331.34,"endTime":1335.24,"body":"business development, and why I"},{"speaker":"Joseph Rubelli","startTime":1335.24,"endTime":1338.3,"body":"post less the amount of leads"},{"speaker":"Joseph Rubelli","startTime":1335.24,"endTime":1338.3,"body":"and sales that comes from my"},{"speaker":"Joseph Rubelli","startTime":1338.3,"endTime":1340.67,"body":"social media is exactly the same"},{"speaker":"Joseph Rubelli","startTime":1338.3,"endTime":1340.67,"body":"as it was last year, because the"},{"speaker":"Joseph Rubelli","startTime":1340.67,"endTime":1345.44,"body":"strategy's right. So it's really"},{"speaker":"Joseph Rubelli","startTime":1340.67,"endTime":1345.44,"body":"about replaces recipe strategy,"},{"speaker":"Joseph Rubelli","startTime":1345.44,"endTime":1347.03,"body":"I always mentioned that it's"},{"speaker":"Joseph Rubelli","startTime":1345.44,"endTime":1347.03,"body":"very important."},{"speaker":"Tara Thurber","startTime":1346.85,"endTime":1351.091,"body":"I like that a lot."},{"speaker":"Tara Thurber","startTime":1346.85,"endTime":1351.091,"body":"Because there is a lot of stress"},{"speaker":"Joseph Rubelli","startTime":1347.0,"endTime":1356.03,"body":"Yeah, exactly."},{"speaker":"Joseph Rubelli","startTime":1347.0,"endTime":1356.03,"body":"And it's really about opening a"},{"speaker":"Joseph Rubelli","startTime":1351.175,"endTime":1356.248,"body":"under it. And to come up with a"},{"speaker":"Joseph Rubelli","startTime":1351.175,"endTime":1356.248,"body":"strategy and maybe you launch"},{"speaker":"Joseph Rubelli","startTime":1356.331,"endTime":1361.072,"body":"that strategy, and maybe it"},{"speaker":"Joseph Rubelli","startTime":1356.331,"endTime":1361.072,"body":"fails. But talking about that"},{"speaker":"Joseph Rubelli","startTime":1359.15,"endTime":1363.26,"body":"conversation. That's the whole"},{"speaker":"Joseph Rubelli","startTime":1359.15,"endTime":1363.26,"body":"point of social is I'm gonna"},{"speaker":"Joseph Rubelli","startTime":1361.155,"endTime":1366.478,"body":"journey talking about that. And"},{"speaker":"Joseph Rubelli","startTime":1361.155,"endTime":1366.478,"body":"from what I gather, too, when we"},{"speaker":"Joseph Rubelli","startTime":1363.53,"endTime":1386.45,"body":"bring you an example, if you"},{"speaker":"Joseph Rubelli","startTime":1363.53,"endTime":1386.45,"body":"allow me to."},{"speaker":"Joseph Rubelli","startTime":1366.562,"endTime":1371.386,"body":"think about social media, it's"},{"speaker":"Joseph Rubelli","startTime":1366.562,"endTime":1371.386,"body":"tied to emotions, it's that"},{"speaker":"Joseph Rubelli","startTime":1371.469,"endTime":1376.293,"body":"feeling behind it, that you want"},{"speaker":"Joseph Rubelli","startTime":1371.469,"endTime":1376.293,"body":"your audience to feel. So"},{"speaker":"Joseph Rubelli","startTime":1376.376,"endTime":1381.367,"body":"instead of it just being print"},{"speaker":"Joseph Rubelli","startTime":1376.376,"endTime":1381.367,"body":"in a newspaper or a magazine,"},{"speaker":"Joseph Rubelli","startTime":1381.45,"endTime":1386.191,"body":"it's really showing up and"},{"speaker":"Joseph Rubelli","startTime":1381.45,"endTime":1386.191,"body":"bringing that emotion to it in"},{"speaker":"Joseph Rubelli","startTime":1386.274,"endTime":1388.52,"body":"order to create engagement."},{"speaker":"Tara Thurber","startTime":1388.49,"endTime":1388.85,"body":"Yeah."},{"speaker":"Joseph Rubelli","startTime":1396.2,"endTime":1400.31,"body":"Of a client of"},{"speaker":"Joseph Rubelli","startTime":1396.2,"endTime":1400.31,"body":"mine works in accounting and"},{"speaker":"Joseph Rubelli","startTime":1400.31,"endTime":1403.58,"body":"bookkeeping, very different"},{"speaker":"Joseph Rubelli","startTime":1400.31,"endTime":1403.58,"body":"industry to market on social"},{"speaker":"Joseph Rubelli","startTime":1403.58,"endTime":1409.1,"body":"media. So we work together on a"},{"speaker":"Joseph Rubelli","startTime":1403.58,"endTime":1409.1,"body":"strategy. And my client is a"},{"speaker":"Joseph Rubelli","startTime":1409.1,"endTime":1411.77,"body":"millennial, but she's very"},{"speaker":"Joseph Rubelli","startTime":1409.1,"endTime":1411.77,"body":"introverted. Very, very good at"},{"speaker":"Joseph Rubelli","startTime":1411.77,"endTime":1413.54,"body":"what she does very"},{"speaker":"Joseph Rubelli","startTime":1411.77,"endTime":1413.54,"body":"knowledgeable, but she's not one"},{"speaker":"Joseph Rubelli","startTime":1413.54,"endTime":1415.37,"body":"of those people that would jump"},{"speaker":"Joseph Rubelli","startTime":1413.54,"endTime":1415.37,"body":"on camera and talk to the"},{"speaker":"Joseph Rubelli","startTime":1415.37,"endTime":1416.93,"body":"audience. Because her style."},{"speaker":"Joseph Rubelli","startTime":1417.0,"endTime":1419.97,"body":"When we work"},{"speaker":"Joseph Rubelli","startTime":1417.0,"endTime":1419.97,"body":"together on the strategy, we"},{"speaker":"Tara Thurber","startTime":1417.08,"endTime":1417.44,"body":"Right."},{"speaker":"Tara Thurber","startTime":1419.97,"endTime":1422.88,"body":"work on a strategy where she"},{"speaker":"Tara Thurber","startTime":1419.97,"endTime":1422.88,"body":"posts three times a week, and"},{"speaker":"Tara Thurber","startTime":1422.88,"endTime":1427.59,"body":"she shows up predominantly on"},{"speaker":"Tara Thurber","startTime":1422.88,"endTime":1427.59,"body":"LinkedIn, and Instagram. And the"},{"speaker":"Tara Thurber","startTime":1427.59,"endTime":1430.83,"body":"first question I asked you as"},{"speaker":"Tara Thurber","startTime":1427.59,"endTime":1430.83,"body":"Okay, great, what do you feel"},{"speaker":"Tara Thurber","startTime":1430.86,"endTime":1433.89,"body":"more comfortable in terms of"},{"speaker":"Tara Thurber","startTime":1430.86,"endTime":1433.89,"body":"content to create? Because"},{"speaker":"Tara Thurber","startTime":1433.89,"endTime":1436.29,"body":"everybody's different. Some"},{"speaker":"Tara Thurber","startTime":1433.89,"endTime":1436.29,"body":"people like to jump on camera"},{"speaker":"Tara Thurber","startTime":1436.32,"endTime":1438.99,"body":"and do a video, some people like"},{"speaker":"Tara Thurber","startTime":1436.32,"endTime":1438.99,"body":"to write a blog, some people"},{"speaker":"Tara Thurber","startTime":1438.99,"endTime":1442.68,"body":"like to post a picture and put a"},{"speaker":"Tara Thurber","startTime":1438.99,"endTime":1442.68,"body":"caption on it, you need to"},{"speaker":"Tara Thurber","startTime":1442.68,"endTime":1447.81,"body":"understand what makes you feel"},{"speaker":"Tara Thurber","startTime":1442.68,"endTime":1447.81,"body":"comfortable, and what you can do"},{"speaker":"Tara Thurber","startTime":1447.81,"endTime":1450.93,"body":"a lot of it without getting"},{"speaker":"Tara Thurber","startTime":1447.81,"endTime":1450.93,"body":"burnout. So she said I love"},{"speaker":"Tara Thurber","startTime":1450.93,"endTime":1452.82,"body":"writing. And I said, brilliant."},{"speaker":"Tara Thurber","startTime":1450.93,"endTime":1452.82,"body":"So we're going to start with a"},{"speaker":"Tara Thurber","startTime":1452.82,"endTime":1457.08,"body":"writing. So I said, Why don't we"},{"speaker":"Tara Thurber","startTime":1452.82,"endTime":1457.08,"body":"do a blog per week, and we pick"},{"speaker":"Tara Thurber","startTime":1457.08,"endTime":1459.81,"body":"a topic, and this is the topic"},{"speaker":"Tara Thurber","startTime":1457.08,"endTime":1459.81,"body":"that we're going to talk about"},{"speaker":"Tara Thurber","startTime":1459.99,"endTime":1462.9,"body":"on the page. For the whole week."},{"speaker":"Tara Thurber","startTime":1459.99,"endTime":1462.9,"body":"This is the topic we're gonna"},{"speaker":"Tara Thurber","startTime":1462.9,"endTime":1465.81,"body":"use. So I said, the way we're"},{"speaker":"Tara Thurber","startTime":1462.9,"endTime":1465.81,"body":"going to distribute this"},{"speaker":"Tara Thurber","startTime":1466.32,"endTime":1468.6,"body":"information will be different."},{"speaker":"Tara Thurber","startTime":1466.32,"endTime":1468.6,"body":"We're going to use the blog and"},{"speaker":"Tara Thurber","startTime":1468.6,"endTime":1471.09,"body":"then we're going to create an"},{"speaker":"Tara Thurber","startTime":1468.6,"endTime":1471.09,"body":"infographic where we're going to"},{"speaker":"Tara Thurber","startTime":1471.09,"endTime":1473.55,"body":"talk about the key points of"},{"speaker":"Tara Thurber","startTime":1471.09,"endTime":1473.55,"body":"that blog. And we're going to"},{"speaker":"Tara Thurber","startTime":1473.55,"endTime":1477.0,"body":"open up conversation on the"},{"speaker":"Tara Thurber","startTime":1473.55,"endTime":1477.0,"body":"comments by using a very"},{"speaker":"Tara Thurber","startTime":1477.03,"endTime":1481.65,"body":"engaging caption, and then you"},{"speaker":"Tara Thurber","startTime":1477.03,"endTime":1481.65,"body":"can jump on stories. And she is,"},{"speaker":"Tara Thurber","startTime":1481.68,"endTime":1484.56,"body":"again one on one of those people"},{"speaker":"Tara Thurber","startTime":1481.68,"endTime":1484.56,"body":"that will never speak on story."},{"speaker":"Tara Thurber","startTime":1484.56,"endTime":1486.81,"body":"So what we set out to do is I"},{"speaker":"Tara Thurber","startTime":1484.56,"endTime":1486.81,"body":"want you to film yourself while"},{"speaker":"Tara Thurber","startTime":1486.81,"endTime":1489.33,"body":"you're working while you're"},{"speaker":"Tara Thurber","startTime":1486.81,"endTime":1489.33,"body":"typing on the phone. When you"},{"speaker":"Tara Thurber","startTime":1489.33,"endTime":1490.89,"body":"type it on the phone. When"},{"speaker":"Tara Thurber","startTime":1489.33,"endTime":1490.89,"body":"you're tapping on the laptop,"},{"speaker":"Tara Thurber","startTime":1490.89,"endTime":1494.19,"body":"you put your phone on the side"},{"speaker":"Tara Thurber","startTime":1490.89,"endTime":1494.19,"body":"and you start recording on a"},{"speaker":"Tara Thurber","startTime":1494.19,"endTime":1498.78,"body":"time lapse. Then you say that"},{"speaker":"Tara Thurber","startTime":1494.19,"endTime":1498.78,"body":"and you take the information of"},{"speaker":"Tara Thurber","startTime":1498.78,"endTime":1501.06,"body":"the blog that you paraphrase"},{"speaker":"Tara Thurber","startTime":1498.78,"endTime":1501.06,"body":"them and you post them on"},{"speaker":"Tara Thurber","startTime":1501.06,"endTime":1504.87,"body":"stories, then you ask the"},{"speaker":"Tara Thurber","startTime":1501.06,"endTime":1504.87,"body":"audience what they think. And in"},{"speaker":"Tara Thurber","startTime":1504.87,"endTime":1508.05,"body":"reality, what happens is we have"},{"speaker":"Tara Thurber","startTime":1504.87,"endTime":1508.05,"body":"a 20% creation, which is the"},{"speaker":"Tara Thurber","startTime":1508.05,"endTime":1511.56,"body":"blog and 80% distribution,"},{"speaker":"Tara Thurber","startTime":1508.05,"endTime":1511.56,"body":"because the content is the same,"},{"speaker":"Tara Thurber","startTime":1511.83,"endTime":1514.68,"body":"this allow her to be consistent."},{"speaker":"Tara Thurber","startTime":1511.83,"endTime":1514.68,"body":"And this allows her to be"},{"speaker":"Tara Thurber","startTime":1514.68,"endTime":1518.58,"body":"present in a way that feels"},{"speaker":"Tara Thurber","startTime":1514.68,"endTime":1518.58,"body":"right to her. It is not working"},{"speaker":"Tara Thurber","startTime":1519.03,"endTime":1521.28,"body":"for the platform, when you are"},{"speaker":"Tara Thurber","startTime":1519.03,"endTime":1521.28,"body":"working with a platform. That's"},{"speaker":"Tara Thurber","startTime":1521.28,"endTime":1524.79,"body":"a very simple example of how we"},{"speaker":"Tara Thurber","startTime":1521.28,"endTime":1524.79,"body":"develop a strategy or Rubelli"},{"speaker":"Tara Thurber","startTime":1525.12,"endTime":1527.79,"body":"together to make sure that the"},{"speaker":"Tara Thurber","startTime":1525.12,"endTime":1527.79,"body":"person feel comfortable, but"},{"speaker":"Tara Thurber","startTime":1527.79,"endTime":1530.76,"body":"also that the marketing works."},{"speaker":"Tara Thurber","startTime":1527.79,"endTime":1530.76,"body":"Hopefully that makes sense."},{"speaker":"Tara Thurber","startTime":1531.57,"endTime":1534.81,"body":"Yeah, no, and I, I"},{"speaker":"Tara Thurber","startTime":1531.57,"endTime":1534.81,"body":"love it. I love how you it's"},{"speaker":"Tara Thurber","startTime":1534.81,"endTime":1537.93,"body":"kind of it's specialized, it's"},{"speaker":"Tara Thurber","startTime":1534.81,"endTime":1537.93,"body":"individualized and specialize"},{"speaker":"Tara Thurber","startTime":1537.93,"endTime":1542.88,"body":"per the type of client, the"},{"speaker":"Tara Thurber","startTime":1537.93,"endTime":1542.88,"body":"person behind it, which I think"},{"speaker":"Tara Thurber","startTime":1542.88,"endTime":1545.76,"body":"is really important, because you"},{"speaker":"Tara Thurber","startTime":1542.88,"endTime":1545.76,"body":"need to make sure that you're"},{"speaker":"Tara Thurber","startTime":1545.76,"endTime":1549.6,"body":"tied to the product or the"},{"speaker":"Tara Thurber","startTime":1545.76,"endTime":1549.6,"body":"business itself that you're"},{"speaker":"Tara Thurber","startTime":1549.6,"endTime":1553.2,"body":"trying to put out there. So that"},{"speaker":"Tara Thurber","startTime":1549.6,"endTime":1553.2,"body":"you show up authentically,"},{"speaker":"Tara Thurber","startTime":1553.66,"endTime":1559.18,"body":"Exactly and the way we share"},{"speaker":"Tara Thurber","startTime":1553.66,"endTime":1559.18,"body":"content, usually. And I always"},{"speaker":"Tara Thurber","startTime":1559.18,"endTime":1562.21,"body":"say this the way when I work"},{"speaker":"Tara Thurber","startTime":1559.18,"endTime":1562.21,"body":"with strategies, and when I"},{"speaker":"Tara Thurber","startTime":1562.21,"endTime":1566.62,"body":"create strategy with clients,"},{"speaker":"Tara Thurber","startTime":1562.21,"endTime":1566.62,"body":"the way I create the content, is"},{"speaker":"Tara Thurber","startTime":1566.62,"endTime":1569.71,"body":"to target each part of the"},{"speaker":"Tara Thurber","startTime":1566.62,"endTime":1569.71,"body":"customer journey, the customer"},{"speaker":"Tara Thurber","startTime":1569.71,"endTime":1572.38,"body":"journey for every one of us,"},{"speaker":"Tara Thurber","startTime":1569.71,"endTime":1572.38,"body":"depending on the industry, but"},{"speaker":"Tara Thurber","startTime":1572.38,"endTime":1575.56,"body":"pretty much is always the same."},{"speaker":"Tara Thurber","startTime":1572.38,"endTime":1575.56,"body":"It's like page one, I don't"},{"speaker":"Tara Thurber","startTime":1575.56,"endTime":1578.2,"body":"really know I have a problem. I"},{"speaker":"Tara Thurber","startTime":1575.56,"endTime":1578.2,"body":"don't know, I need a solution."},{"speaker":"Joseph Rubelli","startTime":1578.35,"endTime":1578.59,"body":"Right?"},{"speaker":"Tara Thurber","startTime":1578.59,"endTime":1581.32,"body":"So it's what I"},{"speaker":"Tara Thurber","startTime":1578.59,"endTime":1581.32,"body":"call problem awareness content,"},{"speaker":"Tara Thurber","startTime":1581.62,"endTime":1585.43,"body":"stage number two, I know I have"},{"speaker":"Tara Thurber","startTime":1581.62,"endTime":1585.43,"body":"a problem, I don't really know"},{"speaker":"Tara Thurber","startTime":1585.43,"endTime":1588.58,"body":"what this solution is. So that's"},{"speaker":"Tara Thurber","startTime":1585.43,"endTime":1588.58,"body":"consideration content, that's"},{"speaker":"Tara Thurber","startTime":1588.58,"endTime":1592.0,"body":"where you have your educational"},{"speaker":"Tara Thurber","startTime":1588.58,"endTime":1592.0,"body":"tutorial content. Stage number"},{"speaker":"Tara Thurber","startTime":1592.0,"endTime":1595.48,"body":"three is like great. I know I"},{"speaker":"Tara Thurber","startTime":1592.0,"endTime":1595.48,"body":"have a problem. I know what the"},{"speaker":"Tara Thurber","startTime":1595.48,"endTime":1598.66,"body":"solution is, I don't really know"},{"speaker":"Tara Thurber","startTime":1595.48,"endTime":1598.66,"body":"where to buy it from. So that's"},{"speaker":"Tara Thurber","startTime":1598.66,"endTime":1600.91,"body":"why you said to look at the"},{"speaker":"Tara Thurber","startTime":1598.66,"endTime":1600.91,"body":"reviews, and you start to look"},{"speaker":"Tara Thurber","startTime":1600.91,"endTime":1605.08,"body":"at the different type of people"},{"speaker":"Tara Thurber","startTime":1600.91,"endTime":1605.08,"body":"that work with that person to"},{"speaker":"Tara Thurber","startTime":1605.08,"endTime":1608.92,"body":"understand whether you can be"},{"speaker":"Tara Thurber","startTime":1605.08,"endTime":1608.92,"body":"one of those person too is stage"},{"speaker":"Tara Thurber","startTime":1608.92,"endTime":1611.68,"body":"number four. Okay, great. Now I"},{"speaker":"Tara Thurber","startTime":1608.92,"endTime":1611.68,"body":"know what I want, I'm ready to"},{"speaker":"Tara Thurber","startTime":1611.68,"endTime":1615.46,"body":"invest. Can I trust this person?"},{"speaker":"Tara Thurber","startTime":1611.68,"endTime":1615.46,"body":"So that's where you go through"},{"speaker":"Tara Thurber","startTime":1615.46,"endTime":1617.71,"body":"the whole journey again, you're"},{"speaker":"Tara Thurber","startTime":1615.46,"endTime":1617.71,"body":"like, Okay, great. So I feel"},{"speaker":"Tara Thurber","startTime":1617.71,"endTime":1619.72,"body":"like this is the right person"},{"speaker":"Tara Thurber","startTime":1617.71,"endTime":1619.72,"body":"for me. And that's where the"},{"speaker":"Tara Thurber","startTime":1619.72,"endTime":1623.35,"body":"content has to this is what I"},{"speaker":"Tara Thurber","startTime":1619.72,"endTime":1623.35,"body":"mean, by taking the person from"},{"speaker":"Tara Thurber","startTime":1623.35,"endTime":1624.55,"body":"discovery to purchase."},{"speaker":"Tara Thurber","startTime":1624.67,"endTime":1624.94,"body":"Right."},{"speaker":"Joseph Rubelli","startTime":1624.94,"endTime":1626.65,"body":"You're selling"},{"speaker":"Joseph Rubelli","startTime":1624.94,"endTime":1626.65,"body":"through your content at"},{"speaker":"Joseph Rubelli","startTime":1626.65,"endTime":1629.74,"body":"different stages. And when"},{"speaker":"Joseph Rubelli","startTime":1626.65,"endTime":1629.74,"body":"people find you, they might be"},{"speaker":"Joseph Rubelli","startTime":1629.74,"endTime":1632.29,"body":"one of those four stages, but"},{"speaker":"Joseph Rubelli","startTime":1629.74,"endTime":1632.29,"body":"you've given them some pay for"},{"speaker":"Joseph Rubelli","startTime":1632.32,"endTime":1634.87,"body":"each one of them in a way that"},{"speaker":"Joseph Rubelli","startTime":1632.32,"endTime":1634.87,"body":"makes sense to them at that"},{"speaker":"Joseph Rubelli","startTime":1634.87,"endTime":1639.07,"body":"time. And that's where, you"},{"speaker":"Joseph Rubelli","startTime":1634.87,"endTime":1639.07,"body":"know, strategy comes in, because"},{"speaker":"Joseph Rubelli","startTime":1639.28,"endTime":1642.1,"body":"that's what I help clients to do"},{"speaker":"Joseph Rubelli","startTime":1639.28,"endTime":1642.1,"body":"to make sure that each piece of"},{"speaker":"Joseph Rubelli","startTime":1642.1,"endTime":1643.09,"body":"content has a purpose."},{"speaker":"Tara Thurber","startTime":1644.29,"endTime":1647.32,"body":"That's fantastic,"},{"speaker":"Tara Thurber","startTime":1644.29,"endTime":1647.32,"body":"Joseph, it's very eye opening."},{"speaker":"Tara Thurber","startTime":1647.62,"endTime":1653.98,"body":"For me, when we think about how"},{"speaker":"Tara Thurber","startTime":1647.62,"endTime":1653.98,"body":"businesses can fail relating to"},{"speaker":"Tara Thurber","startTime":1653.98,"endTime":1656.62,"body":"all of this because they're not"},{"speaker":"Tara Thurber","startTime":1653.98,"endTime":1656.62,"body":"listening, they're not paying"},{"speaker":"Tara Thurber","startTime":1656.62,"endTime":1661.48,"body":"attention. So it's very"},{"speaker":"Tara Thurber","startTime":1656.62,"endTime":1661.48,"body":"interesting and it sounds to"},{"speaker":"Tara Thurber","startTime":1661.48,"endTime":1667.66,"body":"that the types of businesses are"},{"speaker":"Tara Thurber","startTime":1661.48,"endTime":1667.66,"body":"the range. So to be able, for"},{"speaker":"Tara Thurber","startTime":1667.69,"endTime":1672.16,"body":"you to be able to share all this"},{"speaker":"Tara Thurber","startTime":1667.69,"endTime":1672.16,"body":"information is is very valuable,"},{"speaker":"Tara Thurber","startTime":1672.16,"endTime":1677.68,"body":"because a lot of businesses"},{"speaker":"Tara Thurber","startTime":1672.16,"endTime":1677.68,"body":"engage socially in so many"},{"speaker":"Tara Thurber","startTime":1677.68,"endTime":1683.44,"body":"different ways. And by opening"},{"speaker":"Tara Thurber","startTime":1677.68,"endTime":1683.44,"body":"up the ideas or the strategies"},{"speaker":"Tara Thurber","startTime":1683.44,"endTime":1688.84,"body":"behind it, I feel it can hit"},{"speaker":"Tara Thurber","startTime":1683.44,"endTime":1688.84,"body":"everybody in a different way in"},{"speaker":"Tara Thurber","startTime":1688.84,"endTime":1695.32,"body":"order to help them. I want to"},{"speaker":"Tara Thurber","startTime":1688.84,"endTime":1695.32,"body":"kind of jump in with a fun"},{"speaker":"Tara Thurber","startTime":1695.32,"endTime":1699.76,"body":"question here really quickly. As"},{"speaker":"Tara Thurber","startTime":1695.32,"endTime":1699.76,"body":"a marketer, I'm sure you've"},{"speaker":"Tara Thurber","startTime":1699.76,"endTime":1704.05,"body":"probably analyzed hundreds of"},{"speaker":"Tara Thurber","startTime":1699.76,"endTime":1704.05,"body":"advertising campaigns. What is"},{"speaker":"Tara Thurber","startTime":1704.05,"endTime":1708.1,"body":"one campaign that stood out to"},{"speaker":"Tara Thurber","startTime":1704.05,"endTime":1708.1,"body":"you perhaps one of those jingles"},{"speaker":"Tara Thurber","startTime":1708.1,"endTime":1711.46,"body":"that you can't quite get out of"},{"speaker":"Tara Thurber","startTime":1708.1,"endTime":1711.46,"body":"your head and I don't know if I"},{"speaker":"Tara Thurber","startTime":1711.46,"endTime":1713.92,"body":"want to share it, because then"},{"speaker":"Tara Thurber","startTime":1711.46,"endTime":1713.92,"body":"it's going to be stuck in my"},{"speaker":"Tara Thurber","startTime":1713.92,"endTime":1717.49,"body":"head. But tell me something fun."},{"speaker":"Joseph Rubelli","startTime":1717.73,"endTime":1720.13,"body":"I wouldn't sit"},{"speaker":"Joseph Rubelli","startTime":1717.73,"endTime":1720.13,"body":"so in terms of you wouldn't be a"},{"speaker":"Joseph Rubelli","startTime":1720.13,"endTime":1723.82,"body":"jingle but it was I'm going to"},{"speaker":"Joseph Rubelli","startTime":1720.13,"endTime":1723.82,"body":"bring to the example number one"},{"speaker":"Joseph Rubelli","startTime":1723.82,"endTime":1727.12,"body":"is the Dunkin Donuts and Ben"},{"speaker":"Joseph Rubelli","startTime":1723.82,"endTime":1727.12,"body":"Affleck collaboration for the"},{"speaker":"Joseph Rubelli","startTime":1727.12,"endTime":1731.5,"body":"Superbowl. I love the way that"},{"speaker":"Joseph Rubelli","startTime":1727.12,"endTime":1731.5,"body":"was done. I thought that was"},{"speaker":"Joseph Rubelli","startTime":1731.5,"endTime":1737.47,"body":"creative, different. And we"},{"speaker":"Joseph Rubelli","startTime":1731.5,"endTime":1737.47,"body":"should they've shown a pot of"},{"speaker":"Joseph Rubelli","startTime":1737.47,"endTime":1739.72,"body":"Ben Affleck that you wouldn't"},{"speaker":"Joseph Rubelli","startTime":1737.47,"endTime":1739.72,"body":"necessarily see."},{"speaker":"Tara Thurber","startTime":1739.75,"endTime":1740.17,"body":"Yeah."},{"speaker":"Joseph Rubelli","startTime":1740.24,"endTime":1742.94,"body":"And there was a"},{"speaker":"Joseph Rubelli","startTime":1740.24,"endTime":1742.94,"body":"different personality that can"},{"speaker":"Joseph Rubelli","startTime":1742.94,"endTime":1745.85,"body":"now and he was quite"},{"speaker":"Joseph Rubelli","startTime":1742.94,"endTime":1745.85,"body":"interesting. And there was also"},{"speaker":"Joseph Rubelli","startTime":1746.18,"endTime":1749.51,"body":"that celebrity status with J. Lo"},{"speaker":"Joseph Rubelli","startTime":1746.18,"endTime":1749.51,"body":"I thought that was really fun"},{"speaker":"Joseph Rubelli","startTime":1749.51,"endTime":1752.45,"body":"and creative. I did a whole"},{"speaker":"Joseph Rubelli","startTime":1749.51,"endTime":1752.45,"body":"brand analysis on my page about"},{"speaker":"Joseph Rubelli","startTime":1752.45,"endTime":1755.93,"body":"that campaign. And I broke it"},{"speaker":"Joseph Rubelli","startTime":1752.45,"endTime":1755.93,"body":"down on why did they decide to"},{"speaker":"Joseph Rubelli","startTime":1755.93,"endTime":1759.8,"body":"use Ben Affleck and the idea was"},{"speaker":"Joseph Rubelli","startTime":1755.93,"endTime":1759.8,"body":"that they were trying to appeal"},{"speaker":"Joseph Rubelli","startTime":1759.83,"endTime":1764.81,"body":"to make Dunkin Donuts more of a"},{"speaker":"Joseph Rubelli","startTime":1759.83,"endTime":1764.81,"body":"fun brand. And also moving away"},{"speaker":"Joseph Rubelli","startTime":1764.81,"endTime":1767.27,"body":"from donuts because now they"},{"speaker":"Joseph Rubelli","startTime":1764.81,"endTime":1767.27,"body":"rebranded to Dunkin."},{"speaker":"Tara Thurber","startTime":1768.47,"endTime":1769.43,"body":"Just Dunkin'."},{"speaker":"Joseph Rubelli","startTime":1769.46,"endTime":1773.24,"body":"Yeah. And the"},{"speaker":"Joseph Rubelli","startTime":1769.46,"endTime":1773.24,"body":"second one, it's in fashion. I'm"},{"speaker":"Joseph Rubelli","startTime":1773.24,"endTime":1777.59,"body":"a huge fashion fan. I love"},{"speaker":"Joseph Rubelli","startTime":1773.24,"endTime":1777.59,"body":"fashion. And I think the way"},{"speaker":"Joseph Rubelli","startTime":1777.68,"endTime":1782.36,"body":"Mary Kate and Ashley Olsen"},{"speaker":"Joseph Rubelli","startTime":1777.68,"endTime":1782.36,"body":"marketed the Row recently for"},{"speaker":"Joseph Rubelli","startTime":1782.36,"endTime":1786.32,"body":"their fashion week in Paris was"},{"speaker":"Joseph Rubelli","startTime":1782.36,"endTime":1786.32,"body":"phenomenal because they did a"},{"speaker":"Joseph Rubelli","startTime":1787.13,"endTime":1792.35,"body":"whole strategy campaign where"},{"speaker":"Joseph Rubelli","startTime":1787.13,"endTime":1792.35,"body":"you will go as an influencer to"},{"speaker":"Joseph Rubelli","startTime":1792.35,"endTime":1795.05,"body":"their fashion to the fashion"},{"speaker":"Joseph Rubelli","startTime":1792.35,"endTime":1795.05,"body":"show, but you were not allowed"},{"speaker":"Joseph Rubelli","startTime":1795.05,"endTime":1798.02,"body":"to take pictures or share"},{"speaker":"Joseph Rubelli","startTime":1795.05,"endTime":1798.02,"body":"anything on social media. It was"},{"speaker":"Joseph Rubelli","startTime":1798.02,"endTime":1802.4,"body":"completely blackout, you are not"},{"speaker":"Joseph Rubelli","startTime":1798.02,"endTime":1802.4,"body":"allowed to have any phones."},{"speaker":"Tara Thurber","startTime":1802.61,"endTime":1802.79,"body":"Wow."},{"speaker":"Joseph Rubelli","startTime":1802.88,"endTime":1806.69,"body":"And what this"},{"speaker":"Joseph Rubelli","startTime":1802.88,"endTime":1806.69,"body":"did was triggered a lot of PR."},{"speaker":"Tara Thurber","startTime":1806.9,"endTime":1807.32,"body":"Yeah."},{"speaker":"Joseph Rubelli","startTime":1807.35,"endTime":1808.76,"body":"PR generate"},{"speaker":"Joseph Rubelli","startTime":1807.35,"endTime":1808.76,"body":"sales."},{"speaker":"Tara Thurber","startTime":1808.94,"endTime":1809.48,"body":"Yeah."},{"speaker":"Joseph Rubelli","startTime":1809.81,"endTime":1812.12,"body":"Also keeping the"},{"speaker":"Joseph Rubelli","startTime":1809.81,"endTime":1812.12,"body":"exclusivity of the brand because"},{"speaker":"Joseph Rubelli","startTime":1812.12,"endTime":1815.54,"body":"they are looking to be an"},{"speaker":"Joseph Rubelli","startTime":1812.12,"endTime":1815.54,"body":"exclusive brand, someone that is"},{"speaker":"Joseph Rubelli","startTime":1815.54,"endTime":1817.85,"body":"listening who doesn't know what"},{"speaker":"Joseph Rubelli","startTime":1815.54,"endTime":1817.85,"body":"the role is the role is the"},{"speaker":"Joseph Rubelli","startTime":1817.85,"endTime":1821.72,"body":"brand created the Mary Kate from"},{"speaker":"Joseph Rubelli","startTime":1817.85,"endTime":1821.72,"body":"Mary Kate and Ashley Olsen. The"},{"speaker":"Joseph Rubelli","startTime":1821.75,"endTime":1823.85,"body":"concept that they have a few"},{"speaker":"Joseph Rubelli","startTime":1821.75,"endTime":1823.85,"body":"years ago was to create a"},{"speaker":"Joseph Rubelli","startTime":1823.85,"endTime":1827.51,"body":"perfect t shirt. And from there,"},{"speaker":"Joseph Rubelli","startTime":1823.85,"endTime":1827.51,"body":"they created a whole brand where"},{"speaker":"Joseph Rubelli","startTime":1827.51,"endTime":1830.57,"body":"the unique selling point is the"},{"speaker":"Joseph Rubelli","startTime":1827.51,"endTime":1830.57,"body":"material you have 100% cotten"},{"speaker":"Joseph Rubelli","startTime":1830.6,"endTime":1835.31,"body":"100% cashmere, very particular"},{"speaker":"Joseph Rubelli","startTime":1830.6,"endTime":1835.31,"body":"high end material, super high"},{"speaker":"Joseph Rubelli","startTime":1835.31,"endTime":1840.2,"body":"quality, and also captivating a"},{"speaker":"Joseph Rubelli","startTime":1835.31,"endTime":1840.2,"body":"style that is very significant"},{"speaker":"Joseph Rubelli","startTime":1840.2,"endTime":1843.77,"body":"to them, which is something that"},{"speaker":"Joseph Rubelli","startTime":1840.2,"endTime":1843.77,"body":"went from very gaudy to what"},{"speaker":"Joseph Rubelli","startTime":1843.77,"endTime":1848.3,"body":"nowadays define quiet luxery."},{"speaker":"Joseph Rubelli","startTime":1843.77,"endTime":1848.3,"body":"And what happens with this"},{"speaker":"Joseph Rubelli","startTime":1848.3,"endTime":1850.82,"body":"campaign, and the reason why I"},{"speaker":"Joseph Rubelli","startTime":1848.3,"endTime":1850.82,"body":"thought it was genius is because"},{"speaker":"Joseph Rubelli","startTime":1850.85,"endTime":1856.25,"body":"in a world where everything you"},{"speaker":"Joseph Rubelli","startTime":1850.85,"endTime":1856.25,"body":"do doesn't really count, unless"},{"speaker":"Joseph Rubelli","startTime":1856.25,"endTime":1861.53,"body":"you share it. Is sort of trigger"},{"speaker":"Joseph Rubelli","startTime":1856.25,"endTime":1861.53,"body":"the question to every person"},{"speaker":"Joseph Rubelli","startTime":1861.53,"endTime":1864.5,"body":"that obviously make a lot of"},{"speaker":"Joseph Rubelli","startTime":1861.53,"endTime":1864.5,"body":"money out of creating content,"},{"speaker":"Joseph Rubelli","startTime":1865.22,"endTime":1868.07,"body":"if you're not sharing it on"},{"speaker":"Joseph Rubelli","startTime":1865.22,"endTime":1868.07,"body":"social media, were you even"},{"speaker":"Joseph Rubelli","startTime":1868.07,"endTime":1872.0,"body":"there? That's the whole question"},{"speaker":"Joseph Rubelli","startTime":1868.07,"endTime":1872.0,"body":"that they wanted to create"},{"speaker":"Joseph Rubelli","startTime":1872.03,"endTime":1875.24,"body":"around the and I thought that"},{"speaker":"Joseph Rubelli","startTime":1872.03,"endTime":1875.24,"body":"was a thought provoking angle"},{"speaker":"Joseph Rubelli","startTime":1875.24,"endTime":1878.87,"body":"that made a lot of people talk"},{"speaker":"Joseph Rubelli","startTime":1875.24,"endTime":1878.87,"body":"created a lot of buzz and"},{"speaker":"Joseph Rubelli","startTime":1878.9,"endTime":1882.41,"body":"marketed the brand through the"},{"speaker":"Joseph Rubelli","startTime":1878.9,"endTime":1882.41,"body":"old PR strategy, because they"},{"speaker":"Joseph Rubelli","startTime":1882.41,"endTime":1885.26,"body":"had a lot of press through that."},{"speaker":"Joseph Rubelli","startTime":1882.41,"endTime":1885.26,"body":"Because there was a way it went"},{"speaker":"Joseph Rubelli","startTime":1885.26,"endTime":1888.32,"body":"completely the opposite"},{"speaker":"Joseph Rubelli","startTime":1885.26,"endTime":1888.32,"body":"direction of any brands. We have"},{"speaker":"Joseph Rubelli","startTime":1888.32,"endTime":1891.59,"body":"Tarte cosmetics, which is a"},{"speaker":"Joseph Rubelli","startTime":1888.32,"endTime":1891.59,"body":"beauty brands that spent"},{"speaker":"Joseph Rubelli","startTime":1891.74,"endTime":1894.02,"body":"millions of dollars to send"},{"speaker":"Joseph Rubelli","startTime":1891.74,"endTime":1894.02,"body":"people to the Middle East to"},{"speaker":"Joseph Rubelli","startTime":1894.02,"endTime":1898.22,"body":"have a great time and create a"},{"speaker":"Joseph Rubelli","startTime":1894.02,"endTime":1898.22,"body":"lot of content in Dubai. And"},{"speaker":"Joseph Rubelli","startTime":1898.22,"endTime":1903.29,"body":"then we have the Row, which is"},{"speaker":"Joseph Rubelli","startTime":1898.22,"endTime":1903.29,"body":"sending 10 influencer 20 to a"},{"speaker":"Joseph Rubelli","startTime":1903.29,"endTime":1905.66,"body":"fashion week and then not"},{"speaker":"Joseph Rubelli","startTime":1903.29,"endTime":1905.66,"body":"allowed their phone. So what is"},{"speaker":"Joseph Rubelli","startTime":1905.66,"endTime":1908.18,"body":"left for them to share? So I"},{"speaker":"Joseph Rubelli","startTime":1905.66,"endTime":1908.18,"body":"thought that was very"},{"speaker":"Joseph Rubelli","startTime":1908.18,"endTime":1911.69,"body":"interesting. And I like things"},{"speaker":"Joseph Rubelli","startTime":1908.18,"endTime":1911.69,"body":"that are contrary is something"},{"speaker":"Joseph Rubelli","startTime":1911.69,"endTime":1914.69,"body":"that is completely different."},{"speaker":"Joseph Rubelli","startTime":1911.69,"endTime":1914.69,"body":"And I thought you know, if you"},{"speaker":"Joseph Rubelli","startTime":1914.69,"endTime":1917.96,"body":"look at the way the Road works,"},{"speaker":"Joseph Rubelli","startTime":1914.69,"endTime":1917.96,"body":"and the brand, the way they do"},{"speaker":"Joseph Rubelli","startTime":1917.96,"endTime":1921.65,"body":"it, they ultimately are"},{"speaker":"Joseph Rubelli","startTime":1917.96,"endTime":1921.65,"body":"competing with Hermes, they want"},{"speaker":"Joseph Rubelli","startTime":1921.65,"endTime":1926.45,"body":"to be the new Hermes. So they"},{"speaker":"Joseph Rubelli","startTime":1921.65,"endTime":1926.45,"body":"want to be associated to that."},{"speaker":"Joseph Rubelli","startTime":1926.69,"endTime":1930.98,"body":"Like they have a bag now that"},{"speaker":"Joseph Rubelli","startTime":1926.69,"endTime":1930.98,"body":"became the seat bag. And now the"},{"speaker":"Joseph Rubelli","startTime":1930.98,"endTime":1934.01,"body":"sisters are really upset about"},{"speaker":"Joseph Rubelli","startTime":1930.98,"endTime":1934.01,"body":"it. Because the bread, the the"},{"speaker":"Joseph Rubelli","startTime":1934.04,"endTime":1936.98,"body":"the bag is getting a lot of"},{"speaker":"Joseph Rubelli","startTime":1934.04,"endTime":1936.98,"body":"press, but he's losing the"},{"speaker":"Joseph Rubelli","startTime":1936.98,"endTime":1939.98,"body":"acquisition of the brand. So"},{"speaker":"Joseph Rubelli","startTime":1936.98,"endTime":1939.98,"body":"they might discontinue that"},{"speaker":"Joseph Rubelli","startTime":1939.98,"endTime":1940.43,"body":"back."},{"speaker":"Tara Thurber","startTime":1940.58,"endTime":1941.63,"body":"Wow."},{"speaker":"Joseph Rubelli","startTime":1941.66,"endTime":1944.09,"body":"That's how they"},{"speaker":"Joseph Rubelli","startTime":1941.66,"endTime":1944.09,"body":"are. You know, it's really about"},{"speaker":"Joseph Rubelli","startTime":1944.09,"endTime":1947.72,"body":"that. And I thought that's a"},{"speaker":"Joseph Rubelli","startTime":1944.09,"endTime":1947.72,"body":"very refreshing angle to me. And"},{"speaker":"Joseph Rubelli","startTime":1947.72,"endTime":1950.09,"body":"I thought that campaign really"},{"speaker":"Joseph Rubelli","startTime":1947.72,"endTime":1950.09,"body":"caught my attention because he"},{"speaker":"Joseph Rubelli","startTime":1950.09,"endTime":1950.93,"body":"was just interesting."},{"speaker":"Tara Thurber","startTime":1952.28,"endTime":1954.89,"body":"But all of those"},{"speaker":"Tara Thurber","startTime":1952.28,"endTime":1954.89,"body":"are very interesting. And it's"},{"speaker":"Tara Thurber","startTime":1954.89,"endTime":1959.57,"body":"almost taking a step back and"},{"speaker":"Tara Thurber","startTime":1954.89,"endTime":1959.57,"body":"being able to get creative, but"},{"speaker":"Tara Thurber","startTime":1959.66,"endTime":1965.36,"body":"making an impact in a different"},{"speaker":"Tara Thurber","startTime":1959.66,"endTime":1965.36,"body":"way. It just it's to me, it's"},{"speaker":"Tara Thurber","startTime":1965.36,"endTime":1968.0,"body":"very interesting. I want to go"},{"speaker":"Tara Thurber","startTime":1965.36,"endTime":1968.0,"body":"do more research on it now."},{"speaker":"Joseph Rubelli","startTime":1968.03,"endTime":1970.16,"body":"Yeah, you go"},{"speaker":"Joseph Rubelli","startTime":1968.03,"endTime":1970.16,"body":"check it out. There was a big"},{"speaker":"Joseph Rubelli","startTime":1970.16,"endTime":1973.7,"body":"conversation around this. And"},{"speaker":"Joseph Rubelli","startTime":1970.16,"endTime":1973.7,"body":"one last one I want to share if"},{"speaker":"Joseph Rubelli","startTime":1973.7,"endTime":1974.69,"body":"you allow me to"},{"speaker":"Tara Thurber","startTime":1974.78,"endTime":1975.26,"body":"Yeah."},{"speaker":"Joseph Rubelli","startTime":1975.0,"endTime":1978.0,"body":"A bit different"},{"speaker":"Joseph Rubelli","startTime":1975.0,"endTime":1978.0,"body":"is when we look at the world of"},{"speaker":"Joseph Rubelli","startTime":1978.0,"endTime":1982.5,"body":"collaboration between brands,"},{"speaker":"Joseph Rubelli","startTime":1978.0,"endTime":1982.5,"body":"right? We seen a collaboration"},{"speaker":"Joseph Rubelli","startTime":1982.5,"endTime":1985.47,"body":"that I thought was really"},{"speaker":"Joseph Rubelli","startTime":1982.5,"endTime":1985.47,"body":"interesting was Adidas and Gucci"},{"speaker":"Joseph Rubelli","startTime":1985.47,"endTime":1989.94,"body":"together completely different."},{"speaker":"Joseph Rubelli","startTime":1985.47,"endTime":1989.94,"body":"Why do they do it? Well, Adidas"},{"speaker":"Joseph Rubelli","startTime":1989.94,"endTime":1993.6,"body":"is ultimately looking to"},{"speaker":"Joseph Rubelli","startTime":1989.94,"endTime":1993.6,"body":"captivate a newer demographic,"},{"speaker":"Joseph Rubelli","startTime":1993.63,"endTime":1998.49,"body":"someone who has more power than"},{"speaker":"Joseph Rubelli","startTime":1993.63,"endTime":1998.49,"body":"then someone who is a Gen Z"},{"speaker":"Joseph Rubelli","startTime":1999.84,"endTime":2003.62,"body":"belonging to a specific socio"},{"speaker":"Joseph Rubelli","startTime":1999.84,"endTime":2003.62,"body":"economic demographic. So what"},{"speaker":"Joseph Rubelli","startTime":2003.62,"endTime":2007.34,"body":"they did was, well, why don't we"},{"speaker":"Joseph Rubelli","startTime":2003.62,"endTime":2007.34,"body":"partner with Gucci, why don't we"},{"speaker":"Joseph Rubelli","startTime":2007.34,"endTime":2011.96,"body":"do something that is very"},{"speaker":"Joseph Rubelli","startTime":2007.34,"endTime":2011.96,"body":"different, very unique, and we"},{"speaker":"Joseph Rubelli","startTime":2011.99,"endTime":2017.15,"body":"are putting the price up really"},{"speaker":"Joseph Rubelli","startTime":2011.99,"endTime":2017.15,"body":"high, we increasing a price. So"},{"speaker":"Joseph Rubelli","startTime":2017.15,"endTime":2020.33,"body":"this will open the door to then"},{"speaker":"Joseph Rubelli","startTime":2017.15,"endTime":2020.33,"body":"create a new collection in the"},{"speaker":"Joseph Rubelli","startTime":2020.33,"endTime":2024.98,"body":"future there will be a higher"},{"speaker":"Joseph Rubelli","startTime":2020.33,"endTime":2024.98,"body":"price. So Gucci was at the same"},{"speaker":"Joseph Rubelli","startTime":2024.98,"endTime":2029.36,"body":"time looking to have more of a"},{"speaker":"Joseph Rubelli","startTime":2024.98,"endTime":2029.36,"body":"athletic wear, type of customer"},{"speaker":"Joseph Rubelli","startTime":2029.39,"endTime":2032.63,"body":"because they spend a lot of time"},{"speaker":"Joseph Rubelli","startTime":2029.39,"endTime":2032.63,"body":"and money to create a lot of"},{"speaker":"Joseph Rubelli","startTime":2032.69,"endTime":2036.29,"body":"athletic wear and a lot of you"},{"speaker":"Joseph Rubelli","startTime":2032.69,"endTime":2036.29,"body":"know sportswear and stuff so"},{"speaker":"Joseph Rubelli","startTime":2036.29,"endTime":2039.59,"body":"what they set out to do they"},{"speaker":"Joseph Rubelli","startTime":2036.29,"endTime":2039.59,"body":"combined together so Gucci could"},{"speaker":"Joseph Rubelli","startTime":2039.98,"endTime":2043.4,"body":"have that athletic wear consumer"},{"speaker":"Joseph Rubelli","startTime":2039.98,"endTime":2043.4,"body":"and Adidas could raise their"},{"speaker":"Joseph Rubelli","startTime":2043.4,"endTime":2045.77,"body":"price in a way that felt"},{"speaker":"Joseph Rubelli","startTime":2043.4,"endTime":2045.77,"body":"organic, even though he wasn't"},{"speaker":"Joseph Rubelli","startTime":2045.8,"endTime":2047.24,"body":"because it was related to a"},{"speaker":"Joseph Rubelli","startTime":2045.8,"endTime":2047.24,"body":"campaign."},{"speaker":"Tara Thurber","startTime":2047.99,"endTime":2052.19,"body":"Wow. The sky's the"},{"speaker":"Tara Thurber","startTime":2047.99,"endTime":2052.19,"body":"limit. I feel like there's so"},{"speaker":"Tara Thurber","startTime":2052.19,"endTime":2057.41,"body":"many different ideas. Coming in"},{"speaker":"Tara Thurber","startTime":2052.19,"endTime":2057.41,"body":"differently, is really something"},{"speaker":"Tara Thurber","startTime":2057.41,"endTime":2061.7,"body":"that allows businesses to step"},{"speaker":"Tara Thurber","startTime":2057.41,"endTime":2061.7,"body":"outside of that, that comfort"},{"speaker":"Tara Thurber","startTime":2061.7,"endTime":2065.45,"body":"zone, where it's the monotony of"},{"speaker":"Tara Thurber","startTime":2061.7,"endTime":2065.45,"body":"the day to day and opening up"},{"speaker":"Tara Thurber","startTime":2065.45,"endTime":2074.27,"body":"the doors to a different"},{"speaker":"Tara Thurber","startTime":2065.45,"endTime":2074.27,"body":"audience. And that is where"},{"speaker":"Tara Thurber","startTime":2074.27,"endTime":2079.01,"body":"growth happens. It's not dumping"},{"speaker":"Tara Thurber","startTime":2074.27,"endTime":2079.01,"body":"more money into their current"},{"speaker":"Tara Thurber","startTime":2079.01,"endTime":2082.52,"body":"strategy, but thinking outside"},{"speaker":"Tara Thurber","startTime":2079.01,"endTime":2082.52,"body":"of the box, and opening up to"},{"speaker":"Tara Thurber","startTime":2082.52,"endTime":2086.45,"body":"more to a different audience in"},{"speaker":"Tara Thurber","startTime":2082.52,"endTime":2086.45,"body":"order to create growth."},{"speaker":"Joseph Rubelli","startTime":2086.99,"endTime":2089.42,"body":"Mm hmm. Yeah,"},{"speaker":"Joseph Rubelli","startTime":2086.99,"endTime":2089.42,"body":"absolutely. And it's really"},{"speaker":"Joseph Rubelli","startTime":2089.42,"endTime":2093.95,"body":"about the way you communicate."},{"speaker":"Joseph Rubelli","startTime":2089.42,"endTime":2093.95,"body":"And if someone wants to see I"},{"speaker":"Joseph Rubelli","startTime":2093.95,"endTime":2098.45,"body":"talk about communication through"},{"speaker":"Joseph Rubelli","startTime":2093.95,"endTime":2098.45,"body":"visual branding, for example,"},{"speaker":"Joseph Rubelli","startTime":2098.45,"endTime":2100.73,"body":"quite a lot of my page talks"},{"speaker":"Joseph Rubelli","startTime":2098.45,"endTime":2100.73,"body":"about how hollows can make a"},{"speaker":"Joseph Rubelli","startTime":2100.73,"endTime":2103.43,"body":"huge impact in your messaging"},{"speaker":"Joseph Rubelli","startTime":2100.73,"endTime":2103.43,"body":"and stuff like that on my page,"},{"speaker":"Joseph Rubelli","startTime":2103.43,"endTime":2105.26,"body":"you're more than welcome. If"},{"speaker":"Joseph Rubelli","startTime":2103.43,"endTime":2105.26,"body":"you're listening to check that"},{"speaker":"Joseph Rubelli","startTime":2105.26,"endTime":2108.05,"body":"out, I do a series called visual"},{"speaker":"Joseph Rubelli","startTime":2105.26,"endTime":2108.05,"body":"branding, where I take each"},{"speaker":"Joseph Rubelli","startTime":2108.05,"endTime":2110.9,"body":"color of the palette and I"},{"speaker":"Joseph Rubelli","startTime":2108.05,"endTime":2110.9,"body":"explain how does that affect"},{"speaker":"Joseph Rubelli","startTime":2110.9,"endTime":2113.81,"body":"your sale and your sales page?"},{"speaker":"Joseph Rubelli","startTime":2110.9,"endTime":2113.81,"body":"So it's really interesting."},{"speaker":"Tara Thurber","startTime":2114.38,"endTime":2116.93,"body":"We'll definitely"},{"speaker":"Tara Thurber","startTime":2114.38,"endTime":2116.93,"body":"have to share that when we post"},{"speaker":"Tara Thurber","startTime":2116.93,"endTime":2117.8,"body":"this podcast."},{"speaker":"Joseph Rubelli","startTime":2117.8,"endTime":2118.25,"body":"Yes!"},{"speaker":"Tara Thurber","startTime":2119.36,"endTime":2122.81,"body":"So Joseph, please,"},{"speaker":"Tara Thurber","startTime":2119.36,"endTime":2122.81,"body":"please, please share your Top5"},{"speaker":"Tara Thurber","startTime":2122.81,"endTime":2126.95,"body":"Reasons Businesses Fail Relating"},{"speaker":"Tara Thurber","startTime":2122.81,"endTime":2126.95,"body":"to Marketing ROI."},{"speaker":"Joseph Rubelli","startTime":2127.5,"endTime":2131.7,"body":"Right. Number"},{"speaker":"Joseph Rubelli","startTime":2127.5,"endTime":2131.7,"body":"one is creating content. And,"},{"speaker":"Joseph Rubelli","startTime":2133.11,"endTime":2135.54,"body":"you know, briefing their social"},{"speaker":"Joseph Rubelli","startTime":2133.11,"endTime":2135.54,"body":"media team to create content"},{"speaker":"Joseph Rubelli","startTime":2135.54,"endTime":2139.83,"body":"like content creators, they are"},{"speaker":"Joseph Rubelli","startTime":2135.54,"endTime":2139.83,"body":"focusing on content, they're not"},{"speaker":"Joseph Rubelli","startTime":2139.83,"endTime":2143.79,"body":"focusing on business strategy,"},{"speaker":"Joseph Rubelli","startTime":2139.83,"endTime":2143.79,"body":"they are separating the two. The"},{"speaker":"Joseph Rubelli","startTime":2143.79,"endTime":2148.59,"body":"second reason why they fail is"},{"speaker":"Joseph Rubelli","startTime":2143.79,"endTime":2148.59,"body":"they don't stick to strategy for"},{"speaker":"Joseph Rubelli","startTime":2148.59,"endTime":2151.47,"body":"long enough to make it work. I"},{"speaker":"Joseph Rubelli","startTime":2148.59,"endTime":2151.47,"body":"always say when you're testing"},{"speaker":"Joseph Rubelli","startTime":2151.47,"endTime":2155.16,"body":"something new, you need to give"},{"speaker":"Joseph Rubelli","startTime":2151.47,"endTime":2155.16,"body":"at least six months to that to"},{"speaker":"Joseph Rubelli","startTime":2155.28,"endTime":2158.49,"body":"have enough data for you to then"},{"speaker":"Joseph Rubelli","startTime":2155.28,"endTime":2158.49,"body":"optimize it and repeat what"},{"speaker":"Joseph Rubelli","startTime":2158.49,"endTime":2161.94,"body":"works anything before that is"},{"speaker":"Joseph Rubelli","startTime":2158.49,"endTime":2161.94,"body":"just a trial it's not a"},{"speaker":"Joseph Rubelli","startTime":2161.94,"endTime":2167.43,"body":"strategy. Number three is"},{"speaker":"Joseph Rubelli","startTime":2161.94,"endTime":2167.43,"body":"definitely been behind. When it"},{"speaker":"Joseph Rubelli","startTime":2167.43,"endTime":2172.14,"body":"comes to the way the platform"},{"speaker":"Joseph Rubelli","startTime":2167.43,"endTime":2172.14,"body":"work. If you are looking to do a"},{"speaker":"Joseph Rubelli","startTime":2172.14,"endTime":2175.83,"body":"digital marketing strategy, you"},{"speaker":"Joseph Rubelli","startTime":2172.14,"endTime":2175.83,"body":"need to be willing to get"},{"speaker":"Joseph Rubelli","startTime":2175.83,"endTime":2178.59,"body":"updates and make sure that you"},{"speaker":"Joseph Rubelli","startTime":2175.83,"endTime":2178.59,"body":"are on top of the game when it"},{"speaker":"Joseph Rubelli","startTime":2178.59,"endTime":2180.75,"body":"comes to what's going on within"},{"speaker":"Joseph Rubelli","startTime":2178.59,"endTime":2180.75,"body":"that platform."},{"speaker":"Tara Thurber","startTime":2180.0,"endTime":2180.21,"body":"Right."},{"speaker":"Joseph Rubelli","startTime":2181.86,"endTime":2186.45,"body":"And another one"},{"speaker":"Joseph Rubelli","startTime":2181.86,"endTime":2186.45,"body":"is spreading yourself too thin"},{"speaker":"Joseph Rubelli","startTime":2186.48,"endTime":2189.51,"body":"and be present everywhere in"},{"speaker":"Joseph Rubelli","startTime":2186.48,"endTime":2189.51,"body":"every single platform and just"},{"speaker":"Joseph Rubelli","startTime":2189.51,"endTime":2191.79,"body":"repurpose what you have every"},{"speaker":"Joseph Rubelli","startTime":2189.51,"endTime":2191.79,"body":"way in the in the hope that"},{"speaker":"Joseph Rubelli","startTime":2191.79,"endTime":2195.57,"body":"something is going to stick."},{"speaker":"Joseph Rubelli","startTime":2191.79,"endTime":2195.57,"body":"It's better to be in less"},{"speaker":"Joseph Rubelli","startTime":2195.57,"endTime":2198.72,"body":"platform, and with a strategy"},{"speaker":"Joseph Rubelli","startTime":2195.57,"endTime":2198.72,"body":"that is connecting all of them"},{"speaker":"Joseph Rubelli","startTime":2198.72,"endTime":2201.45,"body":"together rather than going"},{"speaker":"Joseph Rubelli","startTime":2198.72,"endTime":2201.45,"body":"everywhere and just doing copy"},{"speaker":"Joseph Rubelli","startTime":2201.45,"endTime":2212.16,"body":"and pasting. And then another"},{"speaker":"Joseph Rubelli","startTime":2201.45,"endTime":2212.16,"body":"one, I will say it's usually the"},{"speaker":"Joseph Rubelli","startTime":2212.16,"endTime":2218.94,"body":"way people look at marketing is"},{"speaker":"Joseph Rubelli","startTime":2212.16,"endTime":2218.94,"body":"very much is like mono channel"},{"speaker":"Joseph Rubelli","startTime":2218.94,"endTime":2222.93,"body":"instead of being omni channel,"},{"speaker":"Joseph Rubelli","startTime":2218.94,"endTime":2222.93,"body":"right? It's really that lack of"},{"speaker":"Joseph Rubelli","startTime":2222.93,"endTime":2225.66,"body":"ecosystem that we mentioned"},{"speaker":"Joseph Rubelli","startTime":2222.93,"endTime":2225.66,"body":"before, making sure that all the"},{"speaker":"Joseph Rubelli","startTime":2225.66,"endTime":2228.54,"body":"points are connected, to get up"},{"speaker":"Joseph Rubelli","startTime":2225.66,"endTime":2228.54,"body":"from your email, to your"},{"speaker":"Joseph Rubelli","startTime":2228.72,"endTime":2231.93,"body":"podcasts, from your podcasts, to"},{"speaker":"Joseph Rubelli","startTime":2228.72,"endTime":2231.93,"body":"your social everything should be"},{"speaker":"Joseph Rubelli","startTime":2232.08,"endTime":2232.74,"body":"connected."},{"speaker":"Unknown","startTime":2234.34,"endTime":2240.82,"body":"I love all of these"},{"speaker":"Unknown","startTime":2234.34,"endTime":2240.82,"body":"only because it gives people and"},{"speaker":"Unknown","startTime":2240.82,"endTime":2244.75,"body":"businesses. It's shedding light"},{"speaker":"Unknown","startTime":2240.82,"endTime":2244.75,"body":"on different things that"},{"speaker":"Unknown","startTime":2244.75,"endTime":2248.83,"body":"companies are doing and maybe"},{"speaker":"Unknown","startTime":2244.75,"endTime":2248.83,"body":"not succeeding in. And so being"},{"speaker":"Unknown","startTime":2248.83,"endTime":2255.61,"body":"able to take the reasons that"},{"speaker":"Unknown","startTime":2248.83,"endTime":2255.61,"body":"businesses can fail for that."},{"speaker":"Unknown","startTime":2256.21,"endTime":2262.15,"body":"Taking that and shifting it to"},{"speaker":"Unknown","startTime":2256.21,"endTime":2262.15,"body":"then find success. And I think"},{"speaker":"Unknown","startTime":2262.15,"endTime":2264.58,"body":"with everything that you've"},{"speaker":"Unknown","startTime":2262.15,"endTime":2264.58,"body":"shared today, Joseph, there's"},{"speaker":"Unknown","startTime":2264.82,"endTime":2267.91,"body":"definitely some businesses out"},{"speaker":"Unknown","startTime":2264.82,"endTime":2267.91,"body":"there that will find success in"},{"speaker":"Unknown","startTime":2267.91,"endTime":2272.5,"body":"a different way. And I just I"},{"speaker":"Unknown","startTime":2267.91,"endTime":2272.5,"body":"really value everything that"},{"speaker":"Unknown","startTime":2272.5,"endTime":2274.51,"body":"you've brought to the table"},{"speaker":"Unknown","startTime":2272.5,"endTime":2274.51,"body":"today because I think it's"},{"speaker":"Unknown","startTime":2274.51,"endTime":2278.59,"body":"important for companies to"},{"speaker":"Unknown","startTime":2274.51,"endTime":2278.59,"body":"understand what can work and"},{"speaker":"Unknown","startTime":2278.59,"endTime":2283.06,"body":"what can't work, but it's really"},{"speaker":"Unknown","startTime":2278.59,"endTime":2283.06,"body":"a matter of just showing up and"},{"speaker":"Unknown","startTime":2283.06,"endTime":2287.05,"body":"making that strategy and having"},{"speaker":"Unknown","startTime":2283.06,"endTime":2287.05,"body":"that and pushing forward."},{"speaker":"Joseph Rubelli","startTime":2287.74,"endTime":2289.78,"body":"Yeah,"},{"speaker":"Joseph Rubelli","startTime":2287.74,"endTime":2289.78,"body":"absolutely. I can bring if you"},{"speaker":"Joseph Rubelli","startTime":2289.78,"endTime":2291.28,"body":"allow me an example."},{"speaker":"Tara Thurber","startTime":2291.49,"endTime":2291.97,"body":"Please."},{"speaker":"Joseph Rubelli","startTime":2292.0,"endTime":2295.96,"body":"Of a good"},{"speaker":"Joseph Rubelli","startTime":2292.0,"endTime":2295.96,"body":"ecosystem that I think we all"},{"speaker":"Joseph Rubelli","startTime":2295.96,"endTime":2300.25,"body":"fell for less once Apple is the"},{"speaker":"Joseph Rubelli","startTime":2295.96,"endTime":2300.25,"body":"best at doing this. Because you"},{"speaker":"Joseph Rubelli","startTime":2300.25,"endTime":2304.03,"body":"will go and either you start"},{"speaker":"Joseph Rubelli","startTime":2300.25,"endTime":2304.03,"body":"with an iMac or with an iPhone,"},{"speaker":"Joseph Rubelli","startTime":2304.66,"endTime":2307.72,"body":"then they get you into the"},{"speaker":"Joseph Rubelli","startTime":2304.66,"endTime":2307.72,"body":"iCloud so all your data is in"},{"speaker":"Joseph Rubelli","startTime":2307.72,"endTime":2311.65,"body":"the iCloud. And so what happens"},{"speaker":"Joseph Rubelli","startTime":2307.72,"endTime":2311.65,"body":"the next person that you do will"},{"speaker":"Joseph Rubelli","startTime":2311.65,"endTime":2314.23,"body":"be an Apple product because you"},{"speaker":"Joseph Rubelli","startTime":2311.65,"endTime":2314.23,"body":"want to be linked to the iCloud."},{"speaker":"Tara Thurber","startTime":2314.26,"endTime":2314.59,"body":"Yup."},{"speaker":"Joseph Rubelli","startTime":2314.68,"endTime":2317.38,"body":"iCloud is the"},{"speaker":"Joseph Rubelli","startTime":2314.68,"endTime":2317.38,"body":"magnet to everything in the"},{"speaker":"Joseph Rubelli","startTime":2317.38,"endTime":2319.66,"body":"ecosystem because all your"},{"speaker":"Joseph Rubelli","startTime":2317.38,"endTime":2319.66,"body":"information is there. You don't"},{"speaker":"Joseph Rubelli","startTime":2319.66,"endTime":2322.21,"body":"want to be bothered to change"},{"speaker":"Joseph Rubelli","startTime":2319.66,"endTime":2322.21,"body":"everything. So you go with the"},{"speaker":"Joseph Rubelli","startTime":2322.21,"endTime":2326.29,"body":"iMac, then you go on iPhone. And"},{"speaker":"Joseph Rubelli","startTime":2322.21,"endTime":2326.29,"body":"then well I want some"},{"speaker":"Joseph Rubelli","startTime":2326.29,"endTime":2329.02,"body":"headphones, I might as well get"},{"speaker":"Joseph Rubelli","startTime":2326.29,"endTime":2329.02,"body":"the airport's because they're"},{"speaker":"Joseph Rubelli","startTime":2329.02,"endTime":2332.62,"body":"connected, my phone is just"},{"speaker":"Joseph Rubelli","startTime":2329.02,"endTime":2332.62,"body":"easy. And then Okay, great. I"},{"speaker":"Joseph Rubelli","startTime":2332.62,"endTime":2334.99,"body":"can't see very well, I need"},{"speaker":"Joseph Rubelli","startTime":2332.62,"endTime":2334.99,"body":"something bigger. But I already"},{"speaker":"Joseph Rubelli","startTime":2334.99,"endTime":2337.39,"body":"have a Mac and I don't want to"},{"speaker":"Joseph Rubelli","startTime":2334.99,"endTime":2337.39,"body":"get anything else. Maybe again,"},{"speaker":"Joseph Rubelli","startTime":2337.39,"endTime":2339.76,"body":"iPad, there we go. They got you"},{"speaker":"Joseph Rubelli","startTime":2337.39,"endTime":2339.76,"body":"into the ecosystem."},{"speaker":"Tara Thurber","startTime":2339.76,"endTime":2339.79,"body":"(laughs)"},{"speaker":"Joseph Rubelli","startTime":2342.25,"endTime":2344.35,"body":"And it's just a"},{"speaker":"Joseph Rubelli","startTime":2342.25,"endTime":2344.35,"body":"you know, and it's just"},{"speaker":"Joseph Rubelli","startTime":2344.35,"endTime":2346.96,"body":"brilliant to me, because you"},{"speaker":"Joseph Rubelli","startTime":2344.35,"endTime":2346.96,"body":"know, I am a huge Apple fan. And"},{"speaker":"Joseph Rubelli","startTime":2346.96,"endTime":2349.3,"body":"I'm happy to be in their"},{"speaker":"Joseph Rubelli","startTime":2346.96,"endTime":2349.3,"body":"ecosystem. But if I was gonna go"},{"speaker":"Joseph Rubelli","startTime":2349.3,"endTime":2352.45,"body":"to like, I went with a friend"},{"speaker":"Joseph Rubelli","startTime":2349.3,"endTime":2352.45,"body":"the other day in Chelsea in New"},{"speaker":"Joseph Rubelli","startTime":2352.45,"endTime":2355.72,"body":"York City, we went to the Google"},{"speaker":"Joseph Rubelli","startTime":2352.45,"endTime":2355.72,"body":"store and I said, I could never"},{"speaker":"Joseph Rubelli","startTime":2355.72,"endTime":2358.24,"body":"go Google I can't be bothered to"},{"speaker":"Joseph Rubelli","startTime":2355.72,"endTime":2358.24,"body":"change everything. I might as"},{"speaker":"Joseph Rubelli","startTime":2358.24,"endTime":2359.17,"body":"well stick with Apple."},{"speaker":"Tara Thurber","startTime":2359.17,"endTime":2359.2,"body":"(laughs)"},{"speaker":"Joseph Rubelli","startTime":2359.71,"endTime":2362.352,"body":"You know, it's"},{"speaker":"Joseph Rubelli","startTime":2359.71,"endTime":2362.352,"body":"like, but it's just it is like,"},{"speaker":"Joseph Rubelli","startTime":2362.409,"endTime":2365.339,"body":"this is what I mean. And"},{"speaker":"Joseph Rubelli","startTime":2362.409,"endTime":2365.339,"body":"marketing can do this, you"},{"speaker":"Joseph Rubelli","startTime":2365.396,"endTime":2368.958,"body":"actually have and it happens,"},{"speaker":"Joseph Rubelli","startTime":2365.396,"endTime":2368.958,"body":"you know, if we do an example of"},{"speaker":"Joseph Rubelli","startTime":2369.015,"endTime":2372.347,"body":"digital products it can be I"},{"speaker":"Joseph Rubelli","startTime":2369.015,"endTime":2372.347,"body":"have that podcast that I love"},{"speaker":"Joseph Rubelli","startTime":2372.404,"endTime":2375.85,"body":"and I cannot have enough of it."},{"speaker":"Joseph Rubelli","startTime":2372.404,"endTime":2375.85,"body":"I just want to listen to it."},{"speaker":"Joseph Rubelli","startTime":2375.908,"endTime":2379.354,"body":"From the podcasts, you can get"},{"speaker":"Joseph Rubelli","startTime":2375.908,"endTime":2379.354,"body":"the person to join your email"},{"speaker":"Joseph Rubelli","startTime":2379.412,"endTime":2382.858,"body":"list. So they get their email"},{"speaker":"Joseph Rubelli","startTime":2379.412,"endTime":2382.858,"body":"with the last episode on their"},{"speaker":"Joseph Rubelli","startTime":2382.916,"endTime":2386.247,"body":"inbox, rather than go through"},{"speaker":"Joseph Rubelli","startTime":2382.916,"endTime":2386.247,"body":"Spotify and get it there and"},{"speaker":"Joseph Rubelli","startTime":2386.305,"endTime":2389.809,"body":"then so they're gonna be there"},{"speaker":"Joseph Rubelli","startTime":2386.305,"endTime":2389.809,"body":"and then you can repurpose the"},{"speaker":"Joseph Rubelli","startTime":2389.866,"endTime":2393.14,"body":"next week on Instagram or"},{"speaker":"Joseph Rubelli","startTime":2389.866,"endTime":2393.14,"body":"LinkedIn as a video whatever is"},{"speaker":"Joseph Rubelli","startTime":2393.198,"endTime":2396.644,"body":"good. So the ecosystem can be"},{"speaker":"Joseph Rubelli","startTime":2393.198,"endTime":2396.644,"body":"easy and super straightforward"},{"speaker":"Joseph Rubelli","startTime":2396.702,"endTime":2399.746,"body":"or very complicated and"},{"speaker":"Joseph Rubelli","startTime":2396.702,"endTime":2399.746,"body":"everything in between is just"},{"speaker":"Joseph Rubelli","startTime":2399.803,"endTime":2402.159,"body":"metric testing, optimizing and repeating."},{"speaker":"Tara Thurber","startTime":2403.419,"endTime":2406.683,"body":"I love this and I"},{"speaker":"Tara Thurber","startTime":2403.419,"endTime":2406.683,"body":"could probably keep picking your"},{"speaker":"Tara Thurber","startTime":2406.749,"endTime":2407.859,"body":"brain for longer."},{"speaker":"Tara Thurber","startTime":2407.859,"endTime":2411.435,"body":"But thank you. We"},{"speaker":"Tara Thurber","startTime":2407.859,"endTime":2411.435,"body":"will stop here and I appreciate"},{"speaker":"Tara Thurber","startTime":2411.508,"endTime":2415.742,"body":"you Joseph. I would love to"},{"speaker":"Tara Thurber","startTime":2411.508,"endTime":2415.742,"body":"share links to Rubelli Digital"},{"speaker":"Tara Thurber","startTime":2415.815,"endTime":2420.341,"body":"and anything else that we can"},{"speaker":"Tara Thurber","startTime":2415.815,"endTime":2420.341,"body":"share with our audience. When we"},{"speaker":"Tara Thurber","startTime":2420.414,"endTime":2424.794,"body":"go live, I'll make sure to get"},{"speaker":"Tara Thurber","startTime":2420.414,"endTime":2424.794,"body":"that in there. And thank you,"},{"speaker":"Tara Thurber","startTime":2424.867,"endTime":2428.079,"body":"thank you so very much for"},{"speaker":"Tara Thurber","startTime":2424.867,"endTime":2428.079,"body":"joining us today."},{"speaker":"Tara Thurber","startTime":2428.079,"endTime":2430.09,"body":"Thank you. It was a pleasure."},{"speaker":"Tara Thurber","startTime":2428.079,"endTime":2430.09,"body":"Thank you so much."},{"speaker":"Tara Thurber","startTime":2431.89,"endTime":2435.442,"body":"We are DefinedTalent at"},{"speaker":"Tara Thurber","startTime":2431.89,"endTime":2435.442,"body":"DefinedLogic service coming to"},{"speaker":"Tara Thurber","startTime":2435.508,"endTime":2437.68,"body":"you at Top5. Make it a great day."}]}