“How do I use Twitter search for something “as unique as elevators?” – That’s a good question. I love talking about Twitter search, it’s something we haven’t
talked about in a long time. I think Twitter search is the most interesting
functionality in Twitter, maybe besides video replies, which I’ve been knocking out of the park. I think that that’s a tough one. You know, first of all, is it elevator repairs? Are they selling elevators? – [India] I think that it’s, What are they doing? To me, you know, Twitter
search is amazing, but there’s clearly certain
very narrow niche things that may not over index
in that environment, you know, I see India’s doing some work to try to figure this out. If you’re doing elevator repair or selling elevators, you know, Twitter’s not going
to be the most fertile grounds of people being like, you know, I feel like I’m building
a building right now as a developer in 2015, to, – [India] They make them
and they do the upkeep. – Yeah they make them and upkeep them. You know, I don’t think these developers, in today’s day and age, maybe in 20 years, something like Twitter, but I don’t think a developer’s like, “Hey building a building, “wondering what to do with the elevator.” You know, I think you’re better off going into the content game, maybe creating an infographic
of like seven unknown facts of elevator upkeep, and then
making that a Slideshare and a Pinterest pin, and then directing it into LinkedIn, and running ads against the
people that make those decisions you know, at developer firms. So I don’t think Twitter search is probably worth your while, I think the other thing you could do if you decide to make a very
heavy consumer-facing brand, I think the one whitespace for B2B people is to make some, make
really intriguing videos that aren’t boring, that could create
general awareness, right? I think general awareness, when you think about
Intel, it’s a chip, right? But there’s general awareness around it, and you start looking for it. There may be a play
where you make videos that are, whether they’re funny, whether they’re intriguing,
thought provoking, emotional, videos for B2B companies that create mass awareness, that then allude to, we’re
sitting in a room as developers, and saying, you know, we’re
building out the scope, and of course we’re
looking at RFPs and RFIs and looking at, like the cost, but, you know, having
our brand top of mind is good to even get into that play, and that’s branding versus sales. Twitter search is
a non-recommended play, in June 3rd, is it June 3rd? On June 3rd, 2015, on elevator manufacturers
and service providers, not a recommendation. No, no, no. – [Voiceover] Jason wants to know, “Who do you ask when you have
life or business questions?”

Hey Gary, great show. Totally obsessed. My favorite thing now,
ahead of Game of Thrones. Anyway, here’s a question for you. If you had a business or a blog or a personal brand or a book, how would you get more people to know about you and to buy that? How would you get results? I guess at the end of the
day, Gary, I’m asking you how would you get results? Thanks, love the show. Gary, great question. Looking great, by the way. (giggles) Ya know, one of the things I haven’t talked about on the show a lot, I’ve talked about it a little bit, and I saw people get value from it in that local, small
business biz to dev thing is the gross underestimation
of distribution in a JV, joint venture environment. There are so many of you on this show with businesses that
have locked so heavily into social media, ’cause
that’s how you view me, as the way to get distribution, you have left some of the
greatest opportunities on the table including if you are not hitting up the
top 100 blogs in your space, if you’re selling cupcakes, and you literally aren’t
spending the time to figure out what the top 100 cupcake content
sites are on the internet, and then sending an e-mail and saying, “Hey, I’m India from India’s Cupcake Shop. “I love reading your site, Cupcake Daily,” This is me, typing the e-mail. “I love reading your site, Cupcake Daily. “I’m very passionate. “Here’s my site. “Here’s my Instagram. “I would love to write for you once a week “on new sprinkles concepts or
on decorations that matter. “I will give you my labor for free, “and what you’ll give me is
distribution and awareness.” If you don’t realize that, ya know, it’s like Kendrick Lamar. Did anybody pay attention
to what Kendrick Lamar did? If you don’t know who Kendrick Lamar is, he’s a rapper, an artist, and he went on to a lot of other albums as he was starting to get a little fame. He leveraged that to get on, and he came in trying to kill it on, like he basically went on everybody’s track and he tried to be so much better than the persons whose song it was that everybody was listening be like, “Oh shit, that guy’s dope. “Like, I’m gonna check him out.” That’s what India, the cupcake lady, wants to do on Cupcake Daily. Oh, crap, that was such a good thought. Let me follow that. And so, in the earliest
earliest earliest days of me building my brand,
I went on wine blogs and wrote blog posts to contribute, and because I had the chops, ya know, Kendrick spits incredible lyrics, India writes about incredible toppings, and I talked about
incredible things about wine that people hadn’t thought about, that gave me the ammo for my
work to have a positive ROI. The truth is a lot of you
don’t wanna put in the work because the output of your content in video form, in audio
form, in written form, isn’t good enough. You just aren’t good enough. What you’re selling, they’re not buying, and the quickest way to find out is to actually go on a road show, put in the 40 hours a day
to get yourself into places where you, why can’t you
e-mail all 500 people on YouTube that have
some level of audience and ask them to be
interviewed on their show? Or to be part of it? Why can’t you? Why can’t you ask? Why can’t you ask? Why can’t you ask? That, my friend Gary,
is what you need to do. If you’ve got something to sell, you need to go and knock on doors, right? Ya know, you gotta know how to build ’em and walk through them. You gotta knock on doors,
and you’ve gotta ask like, “Can I guest contribute to your world? “Can I write a blog post? “Can I just show up and like?” How do I bring value to what you need because all these people that have homes that have audiences, they need more content to feed them. Content costs money, so people
coming in and contributing, it’s the ultimate kind of leverage deal. You come and you write for
me for free ’cause I need it, ’cause I need to keep feeding
the kids I have in the room, and you need kids for
what you’re gonna do, and that is something that 99.999999999 of you are absolutely not doing enough of. Putting in the work to get in front of
audiences to be discovered. Putting out a picture on
Instagram and holding your breath and hoping somebody’s gonna see it ’cause you used a (censored)
hashtag isn’t enough. Go out and take it, and
that, my friend Gary, is what you should do if you
want something to happen. Two minutes.

“when they write essays in
their Instagram captions? “We’re here to look at pictures,
not read endless shit.” – Reg, don’t say we. Say I. You are here to just see pictures. Plenty of people like Humans of New York, like all these things. People like the long-form
written context around a photo. Reg, you can continue to
just go through the photos, and you should, and do
you, and I appreciate that, and 90% of the people are
down for that as well, but I see an emerging
opportunity for people to write long-form copy on
top of photos on Instagram. India, do you ever find
yourself reading something that’s more than a sentence? Let’s get over, DRock, you’re not showing
India’s, you’re not gonna. Do you find yourself reading more, have you ever read two
sentences on Instagram? – Yeah, oh yeah. – How about three? Give me three. – Like, five, six. – [Both] Yeah. – Seven? – Yeah, some accounts, ya know,
that’s what they do great. They’re good at storytelling, and they tell the story in the captions– – And do you like it? – Yeah, I really like it. – See Reg? There’s no we. There’s you. You don’t want to read, but India, and platforms evolve. Like, that’s just the way it is, right? And so, the answer to your question is people are gonna do their thing, and you should say I
next time instead of we.

“What kind of headlines
attract you on social media?” – Lyndon, it’s a great question. I think the interesting
part about this question is I think a lot of different
headlines attract me and I think the headline
copy reading call it the Buzzfeed-ification of Media is fully in play now. I mean, when you go look with a, it’d be fun to ask
Steve this question. It probably hurts your, actually nah, that’s not true. I’m curious what your take is on the fact that like the New York
Times now does this, right? Like literally the whole
world has gone slang and five, you know, ways to do this. Like it’s all headline copy marketing. It’s the stuff I built Wine Library on on email marketing headlines. It’s just become the game. I’m not quite sure exactly
what’s grabbing my attention. Usually it’s around the subject matter, so usually things that scare me, like, “Jets running backs in trouble.” Oh no! You know, like? But I’m not sure but the reason I wanted to answer the question is because I think it’s very important for everybody who’s watching the show. I know a lot of people
here are go-getters, entrepreneurs, and do-gooders, whether you’re trying to
raise money for your charity or whether you’re trying to sell a boot for the winter, you need to really think about the copy on everything you put out. It is an absolute variable to success. You can follow all the structural advice that I’m giving you, but when you get to writing the copy on a Facebook dark post or a
Pinterest post or on Twitter, if you’re not good at that, if you’re not good at
grabbing someone’s attention, you’re in big trouble and so I’m not sure what’s
grabbing my attention but I know that the
person behind writing it is doing a good job.

I’m from Queens. I’m co-founder of a brand
of vodka called Pruv. – Are you a Jets fan? – I love the Jets. – Are you telling the
truth cause that felt soft? (audience laughing) – No, I absolutely love the Jets. – I need you to name
two offensive linemen. – Two offensive linemen? Could I talk about Wide
Receivers or Running Backs? – No, dick. Because “people that love a football team” know the offensive line. – Should I have meant to say like? I like, I like the Jets.
– [Gary] Respect. (audience laughing) – It’s given that you’ve
started your career with Wine Library
– [Gary] Yes. – I wanted to see where do you
see the biggest opportunity for innovation for Wine and Spirits brand in the market today? – So, look, you’re going into, first of all, I like you already because that’s ballsy to go into vodka because vodka is past it’s trend which I actually think
begins it’s next opportunity. Two, it’s crowded. Three, it’s really, really
financially intensive. You need money. Right, so I think you know, the nice thing is this falls perfectly aligned
to the world we live in. Right, like you being
part of this community, that’s your only prayer. Your only prayer is to know
what’s going on Meerkat. Your only prayer to win is
knowing what’s going on Yik Yack. Right, and all these things. So, I think place to
innovate is in story telling it’s not about huge billboards anymore. It’s not about going to wholesalers and giving them tons of
dollars for their sales people to kick in the store. It’s about creating a grounds well, but you’ve got to create content and you’ve got create
it in relevant places. You’ve got to find micro-influencers there’s a ton to be done,
but it’s a tough game, man. It’s a real tough game. – It’s tough and I guess
one of the episodes that you said kind of
clearing out the cave – Yes. – before (mumbling)
– [Gary] Yes. – That’s something that
we’re trying to do is just go where other brands are
not going to right now. – 100%, there’s a ton you
need to become the vodka of like elderly Lego builders. (audience laughs) – Like you’re gonna
have to go super niche. – We’re going more
towards like dance music so like EDM influencers,
everybody is there dick face. (audience laughs) – What are you talking about? You’re finished you’re out of business. Next. (audience laughs) – Let’s go up here. We’re going to where other people aren’t. right, like EDM. That’s it, you’re out of your Mike.

and I know you love wines
so you know my country– – Of course.
– I read about you a lot, and what I like is that in one of your videos you say one is better than the zero.
– Yes. – I love it. I love these words
and I always do this. – I think that’s one of the best videos. Staphon, let’s hear it
for Staphon on that one! (crowd cheers) – So, I believe in the same so. – [Gary] Yes. – This way I say I’m holding
the food business today – [Gary] Okay. – And I believe in healthy eating so, my question is if
I target New York City as healthy eaters and
healthy eating city in the future it might be right. I know I will have one or more followers. One is still better than zero,
but should I go in this and should I create some
social media content in those terms and which it should be like, video or deals or blogging or stuff. What do you suggest?
– I understand what you’re saying. – Let’s take a step
back, hold on to the mic. What are you actually doing? What’s the business actually you do? ‘Cause that will dictate the answer. – All right, we have a product
start up with my friends and I’m working at a restaurant. – Got it. What’s the product? – So, the product is a
Georgian recipe well modernized for the American market. – Interesting.
– I mean, the retail market. – Is it an actual like food? – Yeah, it’s a food.
– [Gary] It’s a food. – It’s dip, you know. – Like a humus? – Yeah, like a hummus, but
we are much different. – We’re much better
than hummus. Fuck hummus! Okay. – (mumblling) (Gary laughing) – So, are you asking about
marketing that product? – No, I’m asking about
social media term? Should I go into social media and create some social content about healthy eating
– [Gary] No. – No
[Davey] will it be successful? – You should make content
about your product. Your product
– [Davey] Yeah, of course – well that’s it, there’s not of course you just fuckin’ asked me about some fuckin’ food shit in New York. Your product, focus on making
content around your product and around the lifestyle of that product but not for the sake of New
York City health enthusiasts. Right?
– [Davey] No. – (mumbling) Your so small. Like you can’t worry
about going that abstract. Nobody knows, there’s
not a single person here that knows what the fuck
you are talking about. They are like Georgian Dip,
you mean Georgia like Atlanta? No, the former fuckin’
Soviet Union fuckers. You know, so you know what I mean? So like, you have to understand
like nobody understands you have to educate, it’s
kind of like, you know, I don’t if this, I left Russia young, but like when I was growing up we ate a ton of pomegranates.
– [Davey] Yeah. – Right? But nobody in America ate
Pomegranates in the ’80s. Like my friends would
come over to play Legos and they’d be like what the fuck is that? You know, that’s not an apple. You know, like we ate pomegranates for years, and years, and years. Before Pom juice came and pomegranate became like, you know a Pinkberry flavor so like, I think that you have a lot of educating to do. Like I don’t know what
you’re talking about and I was born in that area. I don’t know what you’re talking about so, I think that you need focus there, you’re going too abstract, and
that’s a good piece of advice for a lot of people
like way too many people back to I said it before,
because it’s just so important. How many people here know who I am? 90% don’t, people make
way too many assumptions they think they are bigger
than they actually are you know, and it’s fine,
it makes people feel good. But like for as much ego
and bravado as I have 24 hours, 25 I think I
can build any business I’m always grounded in reality.
I think you need to focus on building a story around your product. – [Davey] Thanks so much.
– You got it, man. (audience applauding)

“I feel like it’s not as popular as it was “a number of years ago. – Jared, good question about blogging. Blogging, you know, what’s
happened with blogging, is blogging is massively important it’s just not the thing
that people talk about. Not only that, blogging became so big it become the establishment. I mean if you have a website and you’re putting out content on
it, you’re blogging. And what has also happened
is social networking has in theory become the micro
version of that blogging. And so now everybody in theory, as a matter of fact
Twitter was flat out known as a microblogging platform for many. Zak? Can you just show Zak’s face? (laughter) I feel like you were
hacking the show, right. Like you put them on knowing
that I would respond to that and then get on camera.
– [Zak] I just want fame. Got it, okay, okay, cool. That was amazing. Twitter was known as a
microblogging platform. So I think Facebook and Instagram and you know Medium, there’s platforms that
people are now using. Because what people
started understanding was they want exposure. If you’re blogging you
wanna talk to the world. What people aren’t as good
at is actually getting people then to come and see that. They’re relying on SEO back in the day and things of that nature. What people realized is that people are living in Instagram and in Pinterest and in Facebook and in Twitter. And so they’re now going to
the people and blogging there. You know, telling a story in your home and nobody’s there is quite lonely and not that interesting. That was what would
happen to a lot of people in the blogging sphere. Whereas going to town
hall and getting on there and grabbing a mic and talking, maybe some people will listen. But maybe that person was better. Everybody’s talking, everyone’s listening. So it’s just the evolution. The thesis of people wanting communicate on the Internet hasn’t changed, the formation, the way it’s looked at, the terminology that we
use, the new, you know, recarnation of it is just what
you’re living in right now. – [Voiceover] Soundspace
asks, “My business is

“You say you don’t consume much media “but isn’t it kind of necessary in order “to put out relevant, current content?” – Albi, that is a tremend, man! I’m feelin’ really good about
this show, some new kind of topic stuff, like India’s
hacking, India needs new articles, so she’s forcing me in
a different direction, so I’m impressed India, I
see what you’re doing here. – [India] They’re all planned. – Albi, that’s a great question. The reason I think I produce
such relevant, good content, is because I’m listening
to my community and that is my consumption of media. So, I don’t listen to
other thought leaders, I don’t watch other shows, I don’t, this is my relaxation, right? Like I don’t need things to unwind, I’m always unwinding, even
though it doesn’t seem so. And so, to me, I think
the reason I’m able to produce good content, is I’m listening. Look at the content of this show. Ya know, don’t have to do
much, just gotta answer your Goddamn question, right? Giving people value by listening. It’s funny, I said
something the other day, that really makes sense. If you ever get a chance
to jam with me, or this is something interesting
for you guys to hear. When you know what somebody’s ask, so I cut people off constantly, right? As you guys all can
attest to, because if I, and I have good intuition
very often, like very often, I already know what you’re about to say, and I’d much rather us move on
to the next part of execution that giving you the extra
13 seconds to finish your fucking sentence. So, people don’t think I
listen, but all I do is listen, and so I think the reason
I produce good content is I’m watching, do you know
how many of you I’m watching of what you’re tweeting
about, when it doesn’t have to do with me? When you’re putting out at other places? Why do you think I get
so pissed at all of you? Right, because you all say, “Yeah Gary, “he’s right about this,” and
none of you are doing it! Do you know few of you
were actually listening? Do you know how many of
you that have watched all 97 of these episodes still still aren’t putting in that work, aren’t executing properly
on that platform, aren’t playing the long game, are cutting shortcuts,
aren’t putting in the time, having tested dark posts,
not playing enough. Like, do you know how many? Too many. (bass-heavy music)
– [Nicole] Benjamin asks,

“manager of a nonprofit
on a heavy topic such as “human trafficking make the
depressing content dynamic?” – Fwarg, I think the
first thing you need to do is make sure that you realize the content doesn’t have to be dynamic. Right, I think everybody thinks like, ugh, how do we make it social. How do we make it fun? Certain content has to
be done a certain way. It’s contextual. I mean, this is really hardcore stuff that you’re dealing with. I actually think the content needs to be educational while not being too complicated. I mean, it’s a depressing manner. You’re not gonna be able
to light it up, right. You need to focus on what it is and so I would educate and create
narratives through white papers, infographics, SlideShares, videos, pictures, quote cards that actually educate the market. None of us here, none of us here, and when I say here, I mean everyone listening and watching. I would argue that less
than one percent of us are really educated on the matter. So how do you get the information out? And I don’t think that
it needs to be dynamic. I think it needs to be truthful and it needs to be
contextual to the platform. Is that a 45 second video on YouTube with the right tone music behind it that is giving me the information? Is that an infographic with the right color tones that aren’t bright orange and– I don’t think bright orange
and yellow and sparklers on my Pinterest board
around this subject matter. And so I think, I think respecting subject matter and making in contextual for the platform are way more important
than pigeon-holing yourself in a world where you see other people having the option to be
dynamic in a social media world and you wanting to be
in that world because either you want to be there or two, you think that’s the way to win. I think the best way to respect content is to respect the content. And I think that matters. – [Voiceover] Thomas
asks,”Would you be willing

and I’m doing a 59-week,
59 National Park road-trip to celebrate the 100th anniversary of the National Park Service. I’m quitting my job, and I was wondering how I can use social
media to get sponsorships. Thank you. – Darius, you’re using social media to get sponsorship right now, right? Your actions are leading
you to what you want. You hacked your way into the show, and now you’re on the show, and now you’ve got a bunch of exposure, all the people watching and listening. I thought that was really clever. I’m sure five to seven of the viewers also agree that it’s clever. One of those five to seven may
have a business proposition. But I think the number-one
way for you to sponsorship is to search terms on Twitter
around national parks, and see which businesses
are already engaging by putting out content, or
engaging with content around it. And then replying to
them, in a conversation, not throw the right-hook
right away, buy saying, “Hey, here’s a picture
I put on Instagram.” I think content, Instagram, Meerkat. You know, I think these things matter. So, I think it’s a heavy-level of content, putting it out there and creating
some level of serendipity. I think it’s hacking, and
hustling, and biz-devving, which you clearly know how
to do ’cause you’re now on this show and getting that exposure. I think you reach out to every other blog that covers national parks. The top-50 big ones, and just
pound them into submission there and find with right-hooks. In an email form, or
hitting them up on social. And then in the cocktail
party that is Twitter, engaging with companies that have money to spend on sponsorship
that already talking about counter-punching. Already, that’s Floyd’s
shoulder thing he does. Counter-punching and engaging with content in Twitter as it’s going on now. So, that’s what I would do.