How do we take that
same level of experience and put it online? – You know, I think you guys at team Human Cry need to
really think about what people want in a retail store, so
you’ve figured that out, and I think the way you do
it is through a survey monkey or a survey, or some data
of what do people want in an online experience? It’s about delivering
people what they want, where they want it. A lot of times people will
try to impose the old world to the new world, meaning, okay. On our website we’re gonna
make a video for everything, or we’re gonna put a live person app, or we’re gonna put our
toll free number, call net. You know, I and everybody
in this room wants good UI, UX. I want it to be fast. I want to get in and out, and speed matters to me when I online shop more than. It’s funny, I actually
and listen everybody has different behaviors, but
actually this will be fun. Steve, I’m gonna make a statement, and I wanna hear your version of it. Actually, I hate shopping, but if for God, I guess Jets shirt. I’m trying to think, I just
don’t like shopping, but I was about to say, in online shopping, but I can’t even order on like Seamless. Well actually I do order on Seamless. Do you know that I’m not
capable of calling a restaurant and ordering food for myself? That it is literally one
of the three or four things that cripples me the most. If Lizzie just said, can
you call and order dinner? – [Steve] What did
you do before Seamless? – I had somebody else do it My wife prior to that, A.J. prior to that, my parents prior to that, girlfriends. I would just never, I never did it. – [Steve] Was it just you would choke? – It just suffocates me. The notion of being on the
phone to order something suffocates me. Yeah, anyway, Seamless
worked for me, the app. Where I was about to
go was in online stuff I need fast and offline site,
I can schmooze a little bit, but then I realize, no I don’t. I only value speed,
because time is the thing that I like the most. India, do you like shopping? – [India] Yeah, once in awhile I guess. – [Gary] Okay, are your
habits different online than they are in real life? Will you spend 40 minutes
in a store looking at stuff? And will you spend 40
minutes looking at stuff on a website? – No, usually on a website
I know exactly what I want, so I’m going to get it. – [Gary] You’re more surgical. – Yeah, but then shopping in person I’m just kind of like browsing. – [Gary] Do you use
Pinterest or other things in theory that are
getting you there online? – Yeah, Pinterest. Definitely have bought
things because I found them on Pinterest. – That’s where it gets interesting. I think there’s something in there, and that’s where my intuition is. Even though I’m not a
shopper, I understand shoppers which is why I led the
questions, if you paid attention very carefully. I think it comes down to realizing that people wanna
be surgical and execution oriented on your site, and
you as a marketing engine need to be great at creating discovery across the whole web, and then funneling it to surgical execution on your site. That was tremendous advice. – [Voiceover] Andrew asks,
“if you were to tragically die

Matthew Berry here from
ESPN, and you and I are friends in real life,
so I happen to know, in addition to all the other
things that you’re into, you happen to love fantasy sports, especially your fantasy baseball. And you know that in addition to my duties at ESPN, I happen to
also own two websites, RotoPass.com and RotoPassBaseball.com. Both these sites cater to
fantasy sports enthusiasts, and frankly, I wanna know what I can do to take it to the next level. I’m lucky that I have a
nice platform here at ESPN, and on my Twitter, and Facebook, social media platforms to
be able to promote the site, but ultimately, it’s just me. And I wanna expand the
site beyond just my reach. What can I do to make the site go viral, what can I do to increase sales, to increase visibility of the site? I don’t wanna take on money or try to raise anything like that,
again, it’s just me. So, what can I do to take
those sites to the next level? – Matthew, first of all, big
shout out, love your work, we are friends in real life,
and digital life, two minutes. First of all, I hate fantasy football, and I’ve never played it, and
never will because my love for the Jets is too intense,
and I don’t wanna hear all the explanations from everybody in the comments section,
leave it for yourself, none of ’em are valid. I do love fantasy baseball,
getting ready for our draft, I’m super pumped. Look, I think it’s content,
content, content, my friend. So, first of all, the
first thing you should do is so many, so many people wanna be in the fantasy baseball, fantasy football, fantasy sports industry. So, first thing is the exposure
of this show’s question alone puts you in the game. I bet you that if, Matthew,
you go into my YouTube channel right now, you will see 11
people that will volunteer to be an intern to work on this project because they wanna put
themselves on the map, and you’ve got brand equity. Like, I kinda, you know what was weird, my first inclining to answer this is like, let me write
a guest weekly column about like, my sleeper picks each week because I want exposure in that world, and you’re the platform for it. And I’m busy, and I’m rich,
and I really still would do it because I don’t need to get paid, I want the exposure, right? And by the way, I said I was rich, and I want everybody to understand that because if you’re poor,
or not as many dollars, it should make you wanna do it even more. That’s the brain twist
that everybody doesn’t see. Anyway, you need to put
it out in the world, Matthew, that I need five
to, you need to take a day of your time and vet 50 to 100 people, and see if they can bring you value, create a team that you give exposure to, and then you need to put out content. Basically, you need to reread
Jab, Jab, Jab, Right Hook, and you need to put out
fantasy sports content, native. Look what’s happened to
this world with my content on Medium and LinkedIn, like, I mean, you need to put out,
where’s your weekly video that you put out on Facebook
of your sleeper pick that then gets amplified? You need to put out content. The answer to your question
in content, content, content. Especially in fantasy,
content is a gateway drug to subscription. You need to figure out how to
afford or use your leverage to bring value to youngsters,
youngsters normally, but maybe oldsters. Do you know how many
retired chicks and dudes would do this as well ’cause it’s fun? You need to find the right
person that matches up to this opportunity that
wants your brand equity in exchange for their work
’cause they love doing the work, ’cause they wanna talk
about how much of a sleeper James Paxton is gonna be
this year in baseball. I am preparing for my
fantasy baseball league,

– [Voiceover] Scout asks,
“Should all young companies “have a sleeper website as a strategy “to not let the competition know how big “you’re getting or will
it hurt the brand?” – Scout, I assume you’re asking this because Vayner had a website for quite a while that seemed, oh, I don’t know, like we were going out of business. By the way, big shout-out
to the creative team. That was all my, I don’t want
anybody who builds the website for the company to get upset about that. That was all on my head, my fault. Look, I think what you do with your website needs to have a strategy. At the time, when I was building Vayner where we had that website,
I didn’t think we needed to showcase our work or our people or awards to get new
business or new talent. I wanted to be really known for what we were doing internally, it
was a very internal time, and the strategy was I didn’t want anything outward messing up what I was head down doing during
that period of time. I think every website, every tweet, every Instagram photo, everything you do, the way you suck in the oxygen, needs to have strategy behind it. We should really, we should expand on the strategy of the
way you consume oxygen. I’d like to see where I’d go with that. So, every action needs
to be well thought out. Do I think companies need to do that? I absolutely do not, I
think my company needed to do that because that’s what I thought was the right course of action,
staying low, not making– One of the big things is that people thought I was starting an agency, that Mr. Gary Vee Crush It Twitter guy was starting an agency and
it would be a front, right? I’d sell ya on the sizzle
and then our work would suck. And that’s happened so many times. I was so obsessed with
actually building a company, and so obsessed that people forgot that I actually built a company before, that I didn’t want it
to be about the sizzle or me or putting all this out stuff. So we just put our head down
and executed and the website really represented where
we were at that time. So I don’t think it was tricking anyone, like, “Look over here, we stink,” and then “We’re great, we got you.” I think that that’s a romantic way to think about it, I think the actions that you put out to the world need to replicate exactly what you’re trying to achieve at that moment strategically for the purpose at hand,
whether that’s to raise money, whether that’s to become more famous, whether that’s to build a business. And so that’s how I see it.

“is 100% built before putting out content “or put out content
while I’m building it?” – Alan, there’s dude by
the name of Tommy Mottola, Google him up, who once
said something to me in a private meeting. He said, “I never let any
of my artists go on TV “until I was selling something,” and his notion was until the CD was out, which is his world, why
would I put Mariah on TV. If she was a week early and
the girl that got inspired, or guy, couldn’t run to
Virgin Megastore and get it, well that was a wasted opportunity and I’m a big believer in that. The only thing I wanted, so the answer is I would wait, but I want to
context this for everybody. My question is what’s the objective. If the objective is to put
out content that drives to the website but then gets people to sign up for something, buy
something, do something, if you’re able to execute
the business objective outside of the website,
I would do that now because you’re building
up storytelling and leverage and equity that later you can drive to your website. It feels like you’re wasting time and missing the opportunity. That’s a big problem I
have with a lot of people. They theoretically believe in a process when you can … I think that a lot of brands should be monetizing their social media content and a lot of them are trying
to use social media content to drive to a website where
they’re selling banner ads and I just think they
should be selling against the impressions of getting in social because it’s the same game. They’ve made a religious
and historical belief that they need to sell to the dotcom. I’m worried you’re doing the same thing, so my answer to you very simply is the way you’re going to make your money, the reason you’re doing it,
whatever you’re trying to do, if you’re able to do that through content in its native space and
not drive to a dotcom, then do it there. Even when you have the website, I would practice doing it there. – [Voiceover] Elliott asks,
” How would you recommend “looking for a co-founder?”

– [Voiceover] Kyle asks, “Gary, is there a way to
drive traffic to a website when posting content directly to Facebook?” – Kyle, yes. (bell ringing) As you can tell, that
Facebook post on my fan page drove a crap load of traffic
to my Medium article, which is content. I answered this question
because I wanted to show you raw details because I
think raw details is even a deeper version of this
show, and I continue to try to go deep within myself
to really drive you value, especially because this is
only a 50 episode experiment. Just kidding. And so, the answer is absolutely. Facebook is actually
probably one of the biggest drivers of content
awareness outside of itself to other destinations
in the world right now, so the question is, how
do you do it organically, how do you do it in a paid, targeted way? What I just showed you was organic. I have a pretty big foundation
of 150,000 fans on that page, but there’s people that I’ve
seen post content that have 800 fans, and enough people
shared it and enough people liked it, enough people commented
it and shared it not only within Facebook but outside
of it, that it created fire. Facebook is content
awareness infrastructure in a 2015 world. So not only is there a way, I
think it’s one of the singular best ways, and so I would
highly recommend making an investment in Facebook
fan pages, recognizing the distribution
opportunities that it creates for content you’re putting
outside of its network. – Hey Gary, I’m a realtor, and our team

– [Voiceover] Danami asks, “Why are you uploading
the episodes to Facebook “instead of attaching a photo “linking to your website of
the video or using YouTube?” – The reason I’m posting this
video in Facebook natively is because I fancy myself as an expert or someone who at least
wants to be one day an expert in really understanding things like, you know, what the book was written about. Can you get it back there, DRock? – [DRock] Yup.
– Jab, jab, jab, right hook. A lot of you read it. You know that I care about being native, being platform specific. I am seeing data that shows me that if I put the video
in natively and upload it versus linking it to
YouTube or my website, about 20 to 30,000 more
people see the video. I care about them seeing the video. I don’t need to feel good about
where my traffic comes from. I don’t need the vanity of
having more YouTube views. I don’t need to see my
website getting more traffic because I’m gonna sell ads on it. I want people to hear the
answers to the questions. I’m playing the long game. I want to bring value. The more people that see it,
the more value I’m providing, If the feed natively is going to allow me to reach more people, then
that’s what I’m going to do. – Hey Gary, how’s it going? – Just wanted to say
hello and ask you this.

I make YouTube videos, and I created the Twitter account, OMG Facts. Now I control and manage a
network of many different accounts on many different
social platforms. And my question for you today is do you believe creating my own website with valuable and original
content to drive traffic to is a reasonable investment
for long-term branding? Or do you believe that
websites are going to be irrelevant eventually with
this mobile revolution that’s happening. Should I be looking more
into app development or something that I’m not even looking at? Let me know, thanks. – You know, I think that’s
a really good question a lot of people are struggling with. I will say this. That, you know, I have garyvaynerchuk.com. Oh no, you can’t link
it out, but link there. Anyway, I have
garyvaynerchuk.com for a reason. Not the kicks and giggles. I want to have a platform
that I fundamentally control all aspects of. And so when you are
building brand on Twitter with a bunch of Twitter accounts
like you are, like I am, when you’re building a Facebook fan page and then all of a sudden
Facebook deems for itself and for its audience and
for you, believe it or not, that they need to drop down organic reach and everything you’re putting
out is not being delivered, you start understanding why
having your own email service, having your own website, matters. Having your own app matters if you deem that people are
gonna spend more of their time within the app than on
a mobile native website. Just because the world’s
going mobile or wristy or this, you know, or virtual reality, doesn’t necessarily mean
that the website is gone. It’s really just protocol
for a place that you can own. And so what I would say is
philosophically, you wanna have your own house. But doing business in your
vacation home or in a hotel also mattered. If you understood that
analogy, you’re on your way. – [Voiceover] Kyle asks,
“Do you set and track “personal/business goals –
aside from owning the Jets?

“call to action to push
subscribers from social channels “to a website or newsletter sign-up?” – Dawn, who says I ever thought it was a necessary call to action,
’cause the answer is I didn’t, and I don’t. No I don’t. No I didn’t. What I mean by that is, sure,
I think it’s a good idea to push to a website right now, especially if you’re selling
something on that website. But in a world where you
can buy that same product right on Twitter, right on Facebook, do you necessarily need to
schlep somebody to your site to make them buy that, when
it’s native right for them, and they could just buy it in there? No, the answer is no, isn’t it? ‘Cause friction sucks, right? Friction sucks, and consumers
do not want friction, so anything that allows you to execute within the place you’re in,
that’s what you’re gonna like. And so, my answer to your question is, less and less every day. People always say, Gary, why
aren’t you driving people to GaryVaynerchuk.com? Why are you putting
out content on YouTube? Why are you putting out content on Medium? Why are you putting content on LinkedIn? Because I want awareness,
so I’m putting out content for awareness and to build
relationships with all of you. That’s what I’m doing, and thus, what that is doing is creating a scenario where those channels allow me to do that. Just because I’m not
driving them to my dot– You know how many people give
you bad marketing advice? That say, “You have to
drive to your website.” For what? To collect the email? Last time I checked, a tweet
card that collects email has been the most efficient
way that I’ve collected email, better than driving to my dot com. For what? What are you, selling
advertising on your site? If you’re selling
advertising on your site, then maybe that’s the thing you could do, but you can also sell advertising to people within your social channels and run that arbitrage. So the fact of the matter is, Dawn, is that I think people are
just not really that educated on what they’re trying to achieve. And so I’ve never been
worried about forcing somebody to a dot com, unless that
was the right strategy at the right time to drive the result. The fact that even e-commerce, buying within a tweet and a Facebook post, has now gotten native the platform, has eliminated a lot of the reasons that you have to drive somebody.