#AskGaryVee Episode 136: The Business Model Behind #AskGaryVee

why would you spend money
on a Facebook dark post on me when I follow you
and I have notifications on, isn’t it a waste of money? – This is tremendous,
because you read this. This is like so serendipitous. If you guys don’t know, Andy does a ton of the paid performance around my brand and Wine Library, and so Andy I think you actually
can answer this question better than I can. What we’re targeting is we’re targeting my fans on certain content, retargeting them, because
organically you’re not reaching everybody when
you post something, and there’s certain things
I want everybody to see. Andy, am I right or wrong
or do we even know yet what the new notification, with the way notifications are on there’s no way to exclude people that have put us on First Look or anything yet. – Yet. – Yet and that’s it. The answer to the
question is quite simple. The reason I’m targeting you is because there are certain pieces
of content that I wanna make sure as many people
as possible will see above and beyond my normal organic reach which is pretty high. We tend to get 60 or
100,000 of the 320,000 that we have, which is extremely high, but sometimes I want all 320,000 of you on Facebook to see something. I’m willing to waste those pennies. Not to mention, is it a waste sometimes? Think about, you know what, DRock, get back here. Get Andy out of the way. Let’s get focused for a second here. Here’s a little side question for statement of the day,
let’s go into the statement of the day number one here. In the comment section
on YouTube and Facebook please step up lurkers. You’re pissing me off. Summer’s over. Vacation is over lurkers. Get your asses in the comments. This show is ****ing free. I need comments from you. It is my oxygen. As you can tell I’m not joking around. Leave in the comments if you’ve watched a piece of content more than once. The answer is, let me
save you a lot of time, the answer is most of you have watched tons of my content more than once, and so even if it’s wasted, a lot of times somebody will watch a second time, a third time. One of the great ego boosts I get are the emails I get that says things like wow I just watched this
talk for the seventh time, and I picked up on new things, because as your career
evolves, same with mine, as our careers evolve, other things that were said now mean more than
they did six months ago. That’s why I do it. Andy.

What’s your business model behind the #AskGaryVee show? – The business model
behind the #AskGaryVee show is pretty simple. It is completely a broad awareness game. I want more exposure. Exposure is leverage, especially when you’ve got chops. The more people that know that I’m not just charisma, hyperbole, bullshit hype, and that I have depth is something that is important for my brand. Statement of the day,
in the comments leave if you originally thought
that I was just another bullshit marketer, and have I won you over with you doing the homework about me actually building real
business multiple times, and have listened to things
that I’ve talked about here that you won’t expect
from a bullshit marketer. Anything that puts me in a position to show my depth in a world where I know that my personality
creates a scenario where people may not think
that I have that depth is an important process for me. Once I have the infrastructure
to be able to do it, I did it and so the business
model is quite simple. It’s about more leverage around me which leads to in the short term things like getting paid
for public speaking, selling more books, getting asked to do TV and other things, and
getting on 40 under 40 list which creates more
exposure and it’s a rapid wheel. It leads to better employees coming into VaynerMedia. It leads to more people
buying on Wine Deals, the greatest place on
Instagram to buy wine. It leads to a lot of other things. It leads to depth with current employees, ’cause they get to see
so much more about me. As a matter of fact, here’s
a statement of the day. VaynerMedia lurkers, because
I know there’s a lot of you. Some of you have been
writing some awesome feedback notes that are completely
taken from the #AskGaryVee Show. VaynerMedia employee
lurkers, get in the comments on this episode and say hey. It’s given me the ability
to scale my thoughts and strategies to my own employees. There is, my mom gets to see me everyday. She watched yesterday’s episode twice, because A.J. was in it. Two for one, for mom, mom I love you. There’s enormous, enormous amounts of ROI business
models in the concept of putting out great content. Putting out great content, if I may say so myself,
is always the right idea. DeMayo they’re gonna like that one.

We have a recycling program
that’s specific to our county. – You weren’t on Andy there. Oh but you caught him? Good, edit that, because if you saw Andy’s reaction as the paid performance guy
it’s a ludicrous question. It means that as a matter of fact, what I just said, ludicrous question, can
you guys impose Ludacris in between, like next to me. – [Ludacris] Move get out the way – I oh baby, it’s a ludicrous question if
you’ve been watching the show. Who asked that question?
– [Andy] Liz. – Liz, if you’ve been
watching the show for the last whatsoever, 130 episodes,
then I think you’re just mailing in your question, but I’m glad you got on the show, because it’s fun to be on the show, but Liz, it’s so simple. Facebook targeting. That’s it. You can literally put
your business address and run a radius around it, or everybody in the 07081 zip code or the 08802 Asbury, Jersey in the house. Zip code, and everybody will see it in that zip code, in that feed. It’s a piece of cake. You can do localized
ads with Instagram now. You can do localized ads with Twitter. It’s the only place you can do this kind of stuff outside of direct mail, which
is very, very expensive for the ROI of the attention, because everybody throws their direct mail in the trash. Like this question. Next.

– What are the differences
in the way you deal with small vs big accounts/clients? – There’s a ton of differences. When you’re dealing with
small or big businesses senior or junior employees, big or small in all shapes and sizes in business really dictate very different strategies. Small accounts a lot of times don’t have the same budgets. Small accounts often have
chips on their shoulder and lack confidence. I think one of the great things we do for small accounts is
actually bring a little bravado to them. I’m more comfortable actually coming from small to going big, because that’s what I do. You need to be scrappier. You need to build self esteem more. I think big needs the
reverse a lot of times. We need to make sure they
don’t waste their money, because the sorrows of riches, or what is it, help me. What is it called? Anyway, right, thanks for being there for me Andy. The spoils of riches or
whatever it’s called. They have so much money sometimes they just mail in and waste a ton of it. I think a lot of time our biggest brands need a huge level of humility. It’s really the yin
and yang to each other. I think the small
accounts need that bravado and self esteem and like we can do this, screw the big guy. If we’re smarter we can beat them. They’re wasting money on TV and other dumb shit. Big accounts stop wasting money on dumb shit, you’re not as big and as cool as you think you are. Somebody small can come and catch you. Those tend to be the two
different religious pillars and they’re very important
and having those strategies at the top really really do matter.

reaching a max? I.E., it’s now a fight
between social platforms to grab the pieces. – I think I understand the question. We only have so many
hours in a day, right? I think the basis of the
question is very simply how many hours of attention are really up for play? You’ve got television. You’ve got sleeping. You’ve got eating. You’ve got working. You’ve got your phone
that has tons of content. You have video games. You have going to the bar. You have fantasy football. You have all these things
pulling at your attention. You have your kids. You have your book club. There’s only so many hours. The leisure hours or the consumption hours have absolutely stayed the same while the amount of content
vying for that attention has exploded. Our grandparents had three goddamn TV channels and two newspapers and two radio stations vying for our attention. That’s how you got big. That’s how Walter Chronkite was the most famous person in America. Now we have massive fragmentation, and so yeah I think the attention has not. The attention has stayed stable while the things pulling at that attention have grown exponentially
especially over the last 15 years, and the internet has I mean if you think cable television or video games of the Nintendo era, or all, or Direct TV then later compares at
all to what the internet is doing. It’s 1,000 to one. The web and the phone, I mean the phone has become. It’s unbelievable to me how absolutely essential that phone is. Xander dropped my phone on Sunday and me and Matt were scrambling on Monday. Me and Matt were scrambling, because Tuesday I was going to LA, and I didn’t have my phone for 15 hours and I was
freaking the hell out. It was unbelievable. It was kind of chill actually, but it only worked for me because it was Monday, Labor Day into Tuesday and I was home with the family. If I was not not have my phone now. The only time we ever
fix my phone otherwise is when I’m in the office. I’m here, okay, but literally I was walking
around with my laptop. Thank God I had my update on my iOS, so my text messages were coming in as chat, but otherwise I would have been like whatever. To answer your question, yeah I think it’s a war. It will be a continuous war and the size, the big
things in our society are gonna be smaller and smaller, because everybody is gonna
go into their niches. We’re gonna micro celebrity, micro trends, that long tail is gonna be really, really, really, really long. Real long, super long. Great episode. Tomorrow is one of the
most special episodes