“There for everyone to see “but people’s attention is elsewhere.” – No, I don’t think,
Glenn, that is the case. I actually think it’s more
like the Facebook newsfeed. I think it’s there and it’s in the front of your eye and base on the data of people clicking clearly the content there is valuable. I think the thing that
you need to understand about Facebook, excuse
me, Snapchat Discover is it is content, it is not ads. A billboard is an ad and you and I and Alex, let’s show Alex ’cause
the shirt he’s wearing, just needs its own attention today. Two days in a row he wore that shirt? Alex, what the– Oh, got it, got it. (laughs) – [India] He’d never
repeat a shirt. (laughs) Snapchat Discover is content. When you click that, you know, ESPN or Cosmo or the Snapchat logo you know you’re about to get content. You’re not gonna get ads. There’ll be some ads mixed in. That’s a very different value proposition than a billboard. And we’ve been all kind of trained to know that billboard doesn’t bring me any value, it’s trying to sell me something. Versus tv and print and radio, the reason we tolerate and still enjoy it is, okay, I’m gonna
get something of value. I’m gonna have to suffer
through being sold to which is why technology’s
shifting away from that is the big rub that I talk a lot about but Discover platform for me is a belief that it’s there as a billboard, sure it’s
in your face, it’s there but what is behind it, is the variable. Now if they program it
correctly, Daily Mail all the people that program there, the partners, Daily Mail, Cosmo, ESPN or Snapchat itself. If they program successfully,
you’ll go there. A la NBC, ESPN, ABC, A&E. When Walking Dead is what you program and people wanna go
there, they’ll go there. When Schmuck-A-Ma-Ma-Ga tv show that nobody wants to watch is there you don’t go there. So the content is the variable. Knowing that there’s content behind that makes it very different than a billboard. Make sense, right? – [India] Yeah.

“Tips for getting up and running?” – This is interesting. This is very much deja vu 20 years ago. Yeah, first and foremost you need to find the right kind of infrastructure, backbone, CMS tool to really get you guys to launch. Contact management system CMS. Magenta or Shopify or one of these platforms that can get you up and running in the retail capacity at a low cost. I would also highly, highly think about how you’re going to promote within your store to drive people to the .com. I think a lot of people
forget about that aspect. Obviously you have to learn how to do Google search ads, SEM, and you’ve gotta work on search SEO, and organic. You gotta figure out
how to use Facebook ads targeted within a two
mile radius of your shop, and a different kind of
marketing campaign for the 15 mile radius. If you’re going into the delivery of it. I think that what you have to really do is I’ve given you some
tactical stuff off the gate. Here’s some more high level things. First and foremost, you
need outrageous levels of patience. It is going to struggle
over the first 12 to 24 months because in general, it’s a high friction area. Obviously with Instacart and Fresh Direct, and there’s plenty of thing going on where people are thrilled to order but a family grocer to
become an internet player is a tough haul, and so patience I think is going to be an
incredibly important part of your success as you
go through this journey. I would make sure that every bag that you have at the store has a flyer in it with some
sort of creative call to action with a coupon that is online only as kind of a cherry to drive acquisition. I would also try to make sure your POS, point of sale system at the store is tied into the .com so that people can use club cards or you
can collect data there and remarket to them on .com environment. Email marketing is going
to be an enormously substantial part and
backbone of your success. I think a very strong
strategy of what to sell on a daily or at worse case every other day basis on your email service is quite important to muster up excitement and most of all, do not create friction. Make it valuable for people
to join your .com environment. Don’t force them into it, and so those are some
of the top line thoughts. It’s nice when you’ve done it before,

– My name is Caleb Maddix. I’m 13 years old, and I
just wrote my first book, Keys to Success for Kids, you can get it on Amazon.com, and my question is, if you were in my shoes, what would be the first step to promoting the book? #AskGaryVee show – Caleb, the first thing
I would do is I would try to find a thought leader, with
a very big audience, that had let’s say either a blog
or a podcast or a show, and I would try to make a piece
of content that would catch his or his team’s
attention, so that then that person would promote
it to that enormously large audience that probably has
a lot of kids or younger brother and siblings, and you would get a disproportion, organic,
awareness play that you didn’t have to pay for, and
an instance what you did was you hacked it by making
very compelling content. That would probably be what I would do.

“to Amish people if that
was your primary market? “#BuggyHustle.” – Galen, this is a tremendous question, and I think it opens up
an opportunity for me to give a broad answer. The truth is, I’d probably
spend six months to a year before I would say a word or market, for me personally, because I completely am undereducated on that market. I don’t know what makes that market tick, what do they, you know, obviously, what, if anything, are they buying? You know, obviously I’m
not deeply knowledgeable. Obviously I have headlines on what I think is going on there, preconceived notions, but I’ve learned in my 40 years of life those tend to lead you to disaster when you’re making
assumptions on the market when you don’t intimately know it. You know, for me, the two core businesses I’ve run in my career, the wine business and an agency that markets
within social media, if you pay attention
closely, they were markets that I spent five to seven, eight years being deeply in before I took the reins. One, obviously, in a family
business growing up in it, and two, really participating in it, being a thought leader
within it, jamming with it, using it, and I mean, I
was using social media hardcore for, you know, five, six years before I started VaynerMedia
to then give advice around it, and so that’s what I would
do, and that’s what I think a lot of you are making huge mistakes on. Interacting with so many
of you on Instagram, Facebook, Twitter, I notice this quick, you know, I wanna sell sneakers, right? I wanna be in the sneaker game, and yeah, you kinda like sneakers, but do you understand
the sneaker business? And I went with the huge pause there, Staphon, for a specific reason: When you decide to jump into business, yeah, you may like wine, but do you understand the wine business? Yeah, you may have a Twitter account, but do you understand
social media business? Yeah, you may have some kicks
and have six or seven pairs or even 50, but do you
understand the sneaker business? And so if I’m marketing, I’m in business, and if I don’t understand the market, if I don’t deeply understand
the competitive landscape, the supply and demand chain, what I’m gonna do, the
marketing opportunities, the white space that I
love to play in so much, then I’m gonna lose, and
that’s why so many people lose. They confuse enthusiasm or hobby for business skills, and
so before you do anything, before you jump into anything, I highly recommend, you know
so many of you are starting T-shirt companies without
doing a hardcore audit of the 50 hundred T-shirt
companies in the market, and what they’re doing and
how much they’re spending. Do your damn homework. – [Voiceover] Daniel asks,
I’ve started a startup

– Vayner Nation, my name’s
Jody Gowen, nice to meet you. – Nice to meet you.
– I’ve already met you. Alright so, we talk a lot about
press and the pros and cons of getting press, but even
in like bad press situations someone, like some troll will
always bring up the argument like, “Well, at least we’re
talking about it, right?” – Right, the thought of
all press is good press? – Yeah, what’s your thoughts
on that, agree or disagree? – Fundamentally disagree. Like if somebody said you’re a
murderer and a child molester if you think that’s good, if
you think that’s good press, you’re out of your (beep) mind, right? So like the thought that all press is good press is ludicrous. Everything matters contextually. It’s the same reason I feel
crazy about media in our world. Everybody thinks all
impressions are equal. They’re not, like the content matters. Like the way people
feel about you matters. If they think, I’m adamantly against that and I think that’s, I
think the people that say all press is good press are
people that get bad press. Like, I really do. I can’t wrap my head around
bad press being a good thing. Like. how? That completely does the thing
that pisses me the most off about media, it takes the
context out of the equation. Well you still reached 11 million people. Like really? Donald Trump’s getting a
(beep)-load of press right now, do we think that’s good? Who could possibly think that’s good? That’s a crazy thought. And so, I think that’s a massive misnomer. And I’m very disrespectful
to anybody that believes that to be true, Jody. – Alright, thank you! – You got it. – [Group] (applause)

“As a rookie, how much
should I allocate to “Facebook Dark Posts for
a Teespring Campaign?” – Javier as a rookie, which I like, I guess a rookie entrepreneur, I would allocate a
disproportionate amount of money into Facebook Dark Posts
for Teespring Campaigns. Especially if you make a
t-shirt that is very thematic meaning, if you made a t-shirt that was like, “Denver Truck Drivers Rule,” and then you dark post against people that live in Denver that are truck
drivers as a profession, you will crush. And so, I think it’s a
unbelievable platform to convert on. We’ve talked at nausea about this. And as a matter of fact, I’m even going to go completely
in a different direction. I actually would challenge
most people watching the show right now that
you should make a Teespring and actually run a $100
worth of dark posts. Go long tail with like, “Teachers From St. Louis Rock,” and learn the dynamics
of specific long tail, surgical Facebook
advertising because I think it will be successful. – [Voiceover] Paul asks,
(hip-hop music)

“Is it okay for celebs to
promote products on Instagram “without telling their
audience they get paid for it?” – No. And I’m sure it can happen. You know, like, listen, we
invest in so many things. I’m always scared, like,
talking about products and apps that we’re in. I’m like, “Ah.” Shyp right now, right? But is it okay? Absolutely not. Like, why in the world would that be okay? India? Like I don’t see any-
– [India] Why put it on the show.
– I don’t see, yeah, I wanted to put it on the show. because I wanna put
the line in the sand, like, ’cause people, “Oh, I know
why they put it in the show,” ’cause people, like, “Hey, this Pinterest “pay Gary to say it’s good,” I mean, are you crazy? Like, I made, like, I have– You know how much
money I have tied up in Twitter as I sit here on every
show saying it’s crap, it’s losing, it’s getting worse? Like, your word is always
your most valuable asset and celebrities that think
they can trick their fans are gonna be in for a rude awakening in the long tail of their career. It’s an insane play. It has no value, It’s stupid. It happen, like, look, I try to disclose
our investments all the time. Of course you are human,
something you have, but knowingly non-disclose
and be like, “This is great” and, “No,” like that’s insanity. Insanity. So also probably to be massively illegal as like the laws catch
up to full disclosure and things of that nature,
how about that part? So no, I don’t think it’s okay.

“if at all, should a brand
not use social media?” – Steve.
– [Steve] Chad. – Chad.
(all laughing) Chad, great question. You know, the funny thing is, is all that social media is is another, first of all, social media is a term, a slang term for the current state of the Internet right now. The term we used only
six or seven years ago was “web 2.0 sites.” Now we call them “social media sites.” We may call them something
else in the future, “mobile native,” “virtual this,” but there’s always a term to talk about the 20 to 30 sites that matter. Social media sites
happen to mean the sites that people actually go to, the apps that people actually go to in a mobile first world, which is what we live in now, and so people are confused if there’s something, if there is a thing called social media. There isn’t. I mean, anything that’s
a content site now, anything that, like, people refer to podcasts as social media. It’s just a term of relevancy, and so it’s a communication portal, right? And there are some high,
high, high end brands that think if they’re on Twitter or Snapchat or Instagram or Facebook that they cheapen their brand equity. I would say Apple, right? Apple is a brand that does very little. I still think they’re doing
basically nothing on social, or at least, definitely not on Twitter, I don’t think, right? So, you know, look, do I think that there is a place where
brands should not do it? Only if it’s a shtick. If it’s a very well-thought-out, “we are so exclusive, we’re
going against the grain,” and they make it part
of their overall thing, that they emphasize in other
channels of communication their lack of being there. It may position to a small group that is anti-establishment, that they think that’s cool, but more and more, what
people need to recognize is that social media is going through a legitimacy curve right now. Over the next five to ten years, this will be the establishment. Facebook and Twitter and Pin, well, I don’t know about
Twitter, I’m worried, but Facebook and Instagram and Snapchat, they’re gonna be the establishment. It’s like banner ads
or the Internet itself. It’s just gonna be the
establishment, my friends, and so I think eventually, that’s going to run out. If you wanna sell something,
you need to be able to communicate to the world, and if everybody’s eyes and ears are in a certain place
called the Internet, I think you need to be there, and I think you have a tough argument to justify the upside versus the downside of not communicating in the portals where people are living. Ben. Oh, I know Ben Phillips.

“You decide to not show
my book page to people. “Do you think a lack of success “will make me give you more money?” – Rusty, I feel you, but you know, Facebook is like any
other medium in the world. You know like, Fox channel network to put your commercial for your book isn’t gonna just do it for free. The Yellow Pages isn’t feeling your book and so they’re just gonna
put it in there for free. The postal service isn’t like, “Oh rad, “your book was creative. “Let’s just ship out flyers
for your book for free.” This notion that Facebook,
because it started as a social network, is not
giving free organic reach to people and, “What, you want my money?” Yes, they want your money because it’s one of the most efficient ways
to actually deliver content to people in the world, right? You know, like, you know, cool, use the alternative of
free, which is what? Oh, excuse me, use the
alternative of Facebook and keep staying free, which is what? E-mail? Cool. Build your list, do your thing, hit that Google button, boom, MailChimp in the house. Great, awesome, phenomenal, show me. Show me that you can build that list. That’s just the way it is,
and I think people’s feelings are hurt, but Facebook,
The Business World, The Market, doesn’t give a crap. – [Voiceover] Listen Give
asks, “Our co-founder

“of Instagram. Like now people
try to sell a fridge on it. The fuck?” I like how you delivered that. Yeah, I mean this is clearly
the theme of the show. Oh, by the way. Real
quick shout out to Scott. This is an incredible personal wine box. Let’s give them
PersonalizedWineBoxes.com shout out. I love how people are hacking
me for free promotion. I feel like a sucker right now, but like, I do love. And Chris, this is insane. I mean, Chris Green, this
is just absolutely insane. Show them up, D-Rock. This is unbelievable. He dismantled it. How about this? I mean, does Aton know about this? Listen, I just said it earlier. People are ruining Instagram. People are trying to sell their fridges, people are trying to sell clothes. There was one that I saw, “Why are people trying to
sell food on Instagram?” But I didn’t think I could stop from laughing through that question from India. The bottom line is attention,
attention, attention. That’s where the value prop is. You know, the reason I
picked both those questions is to thematicsize this episode. I don’t know what that means, sorry. Grammar police. But the theme of this show is very simple, which is Instagram has the attention, people are gonna sell on it, get over it. That’s what’s always gonna happen. And, so, the reason people
are trying to sell you a fridge on Instagram is the same reason you asked the question on Twitter. Which means, it caught your attention. Where as if they tried to
sell their fridge on Twitter, I’m not sure it would have. Get it?