“s using a forum to build a
community a dying practice?” – Alysha, Alysha, you know what’s funny? I’m a very big believer in this. That’s a pendulum swinging, right, so forums, then it’s all
social and it’s open. I actually think forums are the future, not the past. I’m going out on a limb
here and I’m gonna say that people are gonna
start closing down things. It’s kinda like social, right, Facebook, Twitter open,
along came Snapchat, right, closed, private. And I think after this
generation goes through that, the next generation, the eight-year-olds, the seven-year-olds, they’re
gonna want open again, because they haven’t
felt this generation play that we all felt with
Facebook and Twitter. This is what we do. We do it with celebrities,
build them up, crash them down, and then they come back. I mean, we want Britney back, bitch, you know, like that’s
what we wanna do, right. A-Rod, I mean, are you watching
what’s going on with A-Rod? We will build you up, we will destroy you, we will build you right back up. We love it, we absolutely, outside of murder,
we’ll do it for anybody. it’s unbelievable, and so, I think forums, because people are gonna wanna close. Look what’s going on
with the social networks. Pinterest, Facebook,
Twitter, they’re cutting out their ecosystem. Less API unless they’re
really valuing from it, right? Like, you know, YouTube doesn’t want MCN selling for half a billion dollars and them not making any money. People are gonna shut it down, and so, I think, look, we’ve talked about the Veechat, the Gary Vee
app, we tried it, like, owning the data and creating a CRM and keeping it in your world is valuable. I mean, as a matter of
fact, actually, we wanted to attack some stuff here. We’re almost ending with the show, I wanted to do this whole
Facebook thing, right? So we’ve got some
imagery behind this, we’re gonna show them,
are we gonna do a video? So, one of the things that
I’ve been thinking a lot about is the show’s exploding,
we’re doing well on YouTube, we’re exploding on Facebook, but the way the Facebook algorithm works, you’re not seeing this all the
time, so here, for example, let me take a step out
of the show for a second, here’s a, are we doing a video? Like, a quick little video? Something. Watch this. – [Voiceover] Head over
to Facebook.com/gary Hover over the ‘liked’ button, and hit ‘get notifications.’ This way, you’ll never miss
an episode of the show. – Alright, now that
gave you the opportunity to now always get the show in your feed, but I’m at the mercy of Facebook. I don’t wanna be at the mercy of Facebook, I don’t wanna be at the mercy of Google, I don’t wanna be at the mercy of anybody, which is why building
your own e-mail list, building your own forum,
on top of the web, which is what they’re building, they’re building products
on top of the web, is a very intriguing and important thing, and so I wanna build up, you know, making sure the algorithm shows my stuff. I wanna build up my
subscriptions on YouTube, I wanna build up my Gary VIP e-mail list, and having a side forum, I
did it with Wine Library TV. There was a forum for Wine Library TV, and it was important, it was an important place
where I could kind of, and so, I don’t think it’s going away, I think it’s, it’s fine, but, much like the Facebook question, getting somebody to leave where they actually wanna consume it, because time is the value prop, you have to give a value prop. You have to make that forum valuable. If you’re the celebrity,
or the Z-list celebrity, or the personality, you
need to spend time in there. When I stopped spending
time in the Wine Library TV forum, the community had been built, and then kept themselves together, but it lost momentum. It definitely lost growth
and over time, it waned. And that’s what’s just gonna happen, so, that’s what’s happening there. So, cool, we checked the
box on getting people,

“Gary Vee, your Facebook
numbers don’t reflect “how influential you are. “How do you explain that to clients?” – This is a good question. It’s funny. I think people are lost. Let me explain. Here’s how I explain it to clients, I assume what you’re saying is Gary, you’ve built a personal brand and you only have 336,000 followers on Facebook, and there’s a lot of
people that have way more, and your influence is bigger, and I like you. Being very nice, and I think
you’re bigger than that. I see other people that have
400,000 or 180,000 that are way less than you. How do you explain that? I explain it very simply. My goal in life is not to amass Facebook fans. I explain it by saying, look at all these people that have way more
social media followers who sell nine books when
their book comes out, and I sell hundreds of thousands. I explain and say, look. You know I tell you I’m
good at building businesses? Look at this building,
business called VaynerMedia. Three years ago, the three million and is gonna do 65 million. That’s good, right? I explain it, because a top line, how many
followers do you have on social media proxy is straight bullshit. You want more fuckin Twitter followers? Go to eBay.com and buy them. You trick them. I can go buy a bunch of Facebook pages and merge it. It doesn’t mean anything, because a top line awareness number has nothing to do with the thing that I care
about the most in the world which is selling stuff. Show me it all the way through. Show it all the way through, because the amount of people that can create perception. It’s like being pretty. Cool, you’re pretty, but
are you a good person? Because pretty only gets you so far. Cool, you have 500,000
fans on Facebook, and? If you’re saying that
you’re a business leader, are you making money? Do you sell stuff? Are you good like that? I explain it very easily as you can tell, because I promise you that Pepsi and Toyota and Unalever and Budweiser, and all those
characters that hire VaynerMedia could care less
about how many followers the CEO has. They care a lot more about selling shit.

– [Voiceover] Rocky asks,
“What’s your opinion “of Nielsen ratings and how do you “benchmark traditional versus social media “success for big brands?” – Rocky, this is a great
question as you can imagine, this is the world I live in, I do think that all reporting, if
it’s not black and white and quant, hold on, Tim
is like being weird. Come here, look at, what? (laughter) Are you all right? – Yeah. – Good. So, you know, traditional
metrics, you know, reporting versus black
and white quantifiable data on the back end are very different. Attribution models done on the web, the whole way where you
can see the whole funnel, you can take more in that
than you can the reporting, and whether that’s
reporting from traditional, like TV Nielsen’s, or
even digital reporting, like there’s plenty of digital reporting. And so you gotta look at ’em differently, and look, I’m a very big believer in branding and marketing,
what are called qual data, and so to me that stuff’s very important, and I believe in brand. I don’t look at the hardcore
quant data of this show, I think I’m building
brand, I’m bringing value. Over the last several episodes, I felt an absolute uptick
in my Twitter stream, and the Instagram comments
of the show’s getting good, I’m bringing, you know,
literally in the last week, anecdotally, not hardcore data, I’ve seen like 13, 14
people tweet or Instagram about like, how the more they go into my rabbit hole of content, the more value, or like he’s really hitting his stride, so I can feel it. It’s like a branding thing. Like I can feel this
show and the last show and the last show, like
we’re taking it up a notch a little bit as we head into the crescendo that is episode 100. And so I think they both matter. If I’m looking at data, I’m
gonna look for something as pure as possible, and so in general, digital stuff attracts me more. But I think there’s a place for both. – Hey Gary, what’s a
good place to get pizza?

How would you price
sponsorships for an episode of a show like #AskGaryVee? Would you go by
the number of views? By the number of sales they get? What do you think? Thanks Gary. – Yes. I think that there’s a
very simple answer to this. My big belief, when
you’re selling sponsorship to something new is you ask
for as much as possible. And I’m not kidding. You don’t know where your ceiling is. If you go by cpm’s and views you’re really in a tough spot because views and impressions
have been commoditized to such a level that you’ll
never hit enough scale. Most people are
gonna make four dollars on their show sponsorship
if they go that route. It’s the association,
notice I don’t run ads or sell sponsorship on this show and if I did, I would
expect substantial bank. Because not only,
it’s not about the 20, 30, 40, 50 thousand YouTube and 50, 60, 70, 80 thousand
Facebook imperssions and awareness and
all that nature. It’s about the brand association. I’m endorsing it by accepting it ’cause I’ve never
done it before. And so there’s an
extra value on that. So I think, the thing that
you really need to think about is if it’s a small
business, start up, you need to negotiate. There needs to be just a
price and you start high. If it’s a media buying agency, you’re already in trouble
because they’re looking to buy scale and they’re really looking
to commoditize your traffic and that is not gonna make
sense for 99.9% of the people listening and watching
this show and so my advice is to price it– and then the second
part of your question about the conversion of sales. You don’t wanna
be in direct response, conversion based
business either. What you wanna be is in the
brand association pricing, right. You can’t put a price on a
small business-oriented solution being a sponsor of this
show because they’re getting to entrepreneurs and
executives through this channel and there’s more depth than width. So I would price it as
high as humanly possible and let it land to where
the market actually says. I think one of the big mistakes
that a lot of my friends who watch this show and lot
of people that negotiate in general, they don’t
price accordingly because they ask
for what they want. And usually, you should
at least double or triple what you want to leave
room for the negotiation. Or, you know, a lot of times
you’re limiting your upside by not recognizing
that you missed or underpriced your value prop. – [Voiceover] Bunch of
Deckheads wants to know,

“Three seconds counting as
a view for Facebook video… “Moderately misleading metric “or incredibly bullshit metric?” – So, this is a great question, Kevin, but before I get into the question, that picture is adorable. Big shout out. VaynerNation, you can
learn from the creativity of that picture when you ask a question. Look, I think, first of all, marketing right now in general got a real problem of
width over depth, right? So, is three seconds pre-roll view on Facebook bull crap compared to people
buying views on YouTube as pre-rolls that are, I’m not sure if that’s
one, two or three seconds, but they’re pre-rolls, they’re actual ads whereas Facebook is putting it in feed. I don’t know, I mean I think, look, I don’t care about width
metrics to begin with. Any brand, startup, that is saying, “Oh, this got eight million
views or this got 87 views,” and that’s the definition of success, doesn’t realize the
technology can game that game, and so the interesting part is I’m not worried about that metrics, I’m looking at the
engagement, the comments, the click-throughs to the product or whatever else you’re trying to do, or I’m taking the width
for the width value. If I want 100,000 people, 500,000 people to at least see my face
once in their lives, that three seconds made them do that. It depends on what you’re trying to drive. It’s similar to question
number one on the show today. What is the KPI? Is the KPI is the number of views, you should be challenging that as your KPI in a world with YouTube and Facebook counting
the way they’re counting.

– Gary, it’s magician and
corporate entertainer, David Ranalli here. What’s the deal with
Facebook’s video push? Do you think they’re going
to become a monetized video platform? And what does that mean
for people who are starting a YouTube show in the
coming weeks like I am? Thanks. – David, it means that, first of all, to answer your question, yes, it means for people
starting YouTube shows, they should seriously
start considering starting Facebook shows. Now that is people that
actually have money, right? Because where Facebook
video gets really valuable is when you start spending
$200 to $500 a day targeting audiences because
you can target at a level we’ve never seen before. And so you know, look, I
think Facebook is a massive, it’s already a massive
competitor to YouTube. YouTube should actually be concerned when you layer the data. Listen, I keep yelling about this. The data, the data. The data that Facebook
sits on top that allows you to target against creates
an ultimate machine. And you know, I’m spending a ton of time, I’m looking at Andy. No I’m not, I thought that was Andy. I’m trying to look at
Andy K right now, my team, who grows audience with me, and Facebook video is at
the top, the tippy top of our concern. And I think now that
they’re showing view count and now that they’re
embedded, one of the reasons I like using YouTube is it
shows perception is reality, how many views. It builds brand. Now that I can do the
same thing with Facebook, my intentions are to
maybe even switch some… If you ask me if my primary
embed was Facebook video over YouTube video six months from today on Gary Vaynerchuk business
videos, I would say yes. Think about that. So it’s a huge, huge deal. It also, I think, competition
breeds innovation. And so I’m excited because
I think YouTube gets scared a little bit here. Google gets scared a little bit here, and we’ll actually see
better quality innovation come out of YouTube because
they’ve been pretty stale for a half decade in a lot of ways. And I think that they’re
going to both push each other. Now you’ve got live streaming video. Video is king, and we’re living some of the picture revolution, right, Instagram at the forefront. But I think video still
has a long way to go, and we’re living through
it, and I just think there’s more upside, more
in both categories actually. But I think Facebook
video is probably grossly underestimated by the far majority of this audience right now. I think the upside is enormous. I myself am paying a
ton of attention to it. You know what that speaks. – [Voiceover] Michelle
asks, “What’s your take

whose interests are private to them?” – A.J., great name first of all. Facebook. Facebook dark posts. There’s a way to use the interest graph to get to these people who
don’t wanna talk about whatever misgivings or
things they’re embarrassed of or not interested in, you can go and look at. You can get into the MasterCard data and see what they’re buying. There’s obviously a lot
of brands in this space. Actually, hair loss, is that
what we’re talking about? Can somebody pull up Rogaine’s
Facebook page right now? Just for kicks and giggles. A little real time action. Just gonna wait, I’m gonna wait. A.J. – [Steve] Pretty small audience. – Of course, nobody wants to talk about. Who wants to be like, oh cool. I’m losing my hair. I can’t wait to be a fan of Rogaine, but how big is it? – [Steve] There’s no brand page. There’s like a default drug page that’s 870 likes. – There’s no brand page for Rogaine? – [Steve] I’m gonna
do some more looking. – You sure. Nonetheless, as he’s going through that, the 870 people that were okay with going on the offical page,
there probably is a page, because I think Steve
will eventually find it, or there’s alternative
brands playing in the space. The truth is there’s a couple ways to go about it. I would target men in certain age groups. There’s also female hair loss. Facebook has enough data
for you to get there whether you’re going
after doctors fan pages that play in the space, brands, again, it’s absolutely correct that most people aren’t gonna talk about it on Twitter or follow, but some are, and that’s enough. What I would say is you
get to the four or five, 15, 17 pages that people are fans of, you go against that, and
then you create a look a like audience against that. You also take the data you have. I don’t know if you’re selling direct, but if you have any email data or anything of that nature, you can
create lookalike audiences that’s people’s behavior
is similar on Facebook, and that’s where you’re
getting your scale from. You got something Staphon? – [Staphon] 32 – Yeah there we go. – [Staphon] It had 36,000. Yeah, so I mean look there’s 36,000 people that are a fan of the Rogaine page, and
so you’re able to actually go after the people that did that. I would go after that crew and lookalike auidences against that, and I think SEM this is an example where I think search probably wins very heavily,
because that’s more private action. I would buy a lot of
keywords on Google, Bing, Yahoo. – [Voiceover] Laurie
asks, “If Lizzie opened

– Hi Gary, it’s Amanda from here in LA.
– [Gary] Hey Amanda. – My question is, roughly what percentage of your business decisions
are based on a gut feeling versus being backed by actual data? – Oh, that’s a very good question. (laughter) I think all of my strategy is completely intuition, because if you look at my 20 year career, most of it has been guessing, I’d like to think projecting
where the market’s gonna go. And there was no data on what
e-commerce would do in 1996, there was no data on email
marketing when you’re one of the first hundred people
that’s doing email marketing. There was no data on the ROI of Twitter four or five months after Twitter came out and you’re starting to
use it for marketing. There was no data on what
a YouTube show less than a year after YouTube came out
was going to bring in value. There was no data on
what Instagram was gonna bring us in value when
AJ sold Brisk Iced Tea an Instagram campaign 13 days
after Instagram had come out. There was no data around what
Vine celebrities would mean when we started a Vine agency
110 days after Vine came out. So, from a strategy
standpoint, I mean truly I believe that I get
the accolades and have the luxury of doing a show that people actually watch, completely on intuition, because that’s what I have
that other people don’t have. It’s no different than
being great at basketball or being attractive or
all the other good things that can happen in life,
it’s just there, right? It was just always there. And so that’s my X factor. Now, I think that is equally then 50% quantified against data, right? So I make these predictions,
but then to run an actual business, this is where my
practicality gets underestimated. You know, this company grew very quickly, you don’t do that if you
can’t make payroll, right? There’s a lot of practicality
(laughter) that goes into running a business. And so, for me I’ve always thought I was a super 50/50 guy,
obviously my personality and communication style
gets most people’s attention and they bucket me into
that kind of place, but I take enormous pride
out of the fact that, for the first ten years
of my professional career, I didn’t say a single word
to anybody about anything and all I did was execute, and
I’ll be very honest with you, it’s been extremely gratifying to me to shut up all the people that thought, when I was building VaynerMedia that, “Mister Lot of Twitter Followers,” like there was a
substantial amount of buzz when I started VaynerMedia of like, “Oh, “this social media guru thinks
he can build an agency.” And now building one of the biggest and fastest growing agencies of all time and sticking that directly in
their throat feels tremendous. (laughter)
– [Voiceover] Yeah!

“for teenage bloggers to show brands “that they mean business?” – Tanner, brands don’t care
if you’re 14 or 41 or 4,000.

“I know you hate talking about ROI, “but how do you show someone
there’s a true return “on your efforts on social media?” (sighs) – Well, how did he set
the question up again? “I know you hate talking.” – [Steve] I know you
hate talking about ROI — – Yup. – [Steve] but how do you show someone there’s a true return on your efforts — – Robert, I love you for this question. DRock, definitely edit this
out and make it one question. It’s called “ROI of Your Mother, Part Two” because I want to put this
right to bed once and for all. The “ROI of your Mother”
concept is to make fun of traditional media ROI, not to get away from social media ROI. I, Robert, I love to talk
about the ROI of social media. I don’t want to run away from it. I’m all-in on it. Once and for all, I wanna talk about this. I love ROI. I sell stuff. It’s what I do. Nothing matters to me otherwise. No marketing media reports, no rewards, no AdAge mentions, that’s
not what I play for. I wanna sell coffee, I wanna
sell cheese, I wanna sell wine, I wanna sell gadgets,
I wanna sell sweaters. I wanna sell you if you let me. That’s how I roll. And so, how do you prove it? You prove it. Meaning, there’s a lot of ways to do it. I don’t know what you’re trying to sell and I know a lot of brand
managers from big brands kind of follow me and watch me here. It’s very easy to prove
the ROI of social media. When we post the T-shirt
that we want to sell, let’s link that up. By the way, never got
around to posting T-shirts, so now it’s 20 bucks not 14,
the reverse engineer thing. I apologize, VaynerNation. We see the sales. When I post, when we run
dark posts for Wine Library, we see the sales. When we ran that campaign
for that one organization, we got 2400 sign-ups, versus
the 60 sign-ups they got for doing YouTube videos
and billboards and all that, and they spent 10 times more there. It is very easy, my friend, if you have the direct channel connect. What I mean by that, I
don’t know what that meant, it just spewed. But if you can prove
it out on the back end. So for example, let me explain. For most of the clients we work with, when you’re a CPG company, and you sell your product to
Walmart and then they sell it, it gets hard to prove the ROI of a post. But when you’re Gary Vaynerchuk and you have winelibrary.com
and you post it, and it goes directly back
to you, you can see it. Guys, the only reason
I have so much bravado is I’m seeing the math. I come with bravado when
I have intuition, right? But I’m always hedging. Watch my narrative. I’m always like, “There’s
something happening here.” Look what I just did with virtual reality. I’m nuancing it. Yes, I’m making, I’m hedging, but I’m still making a commitment. But the insanity that you’ve seen from me on Facebook dark posts,
or the emerging insanity on Pinterests’ ad product once it gets a little bit more price
effective in that scale, that’s nothing you’ve seen
from me since maybe 2009 “Crush It!,” when I really
believed in YouTube because I was feeling it. Guys, I’m feeling it right now. How do you prove the ROI? You create a connective
tissue to show you that this thing did that. Now that’s direct response selling, right? That’s D.R., and that’s fine. I’m a branding guy. You need a mix. Because if you keep throwing right hooks, it has diminishing returns. But it’s never been more easy to prove the ROI of social
media than it is right now, because you can just link it directly to the dot com attribution,
whereas you cannot do that for print, outdoor, radio, or television. You just can’t. You can’t do it in the same exact way. You can create a call to
action in those commercials, and you could track it,
and you can and you will, and that’s why those channels
matter still as well, but it’s very easy to put a
link in any piece of content, even an Instagram where
I put in my headline, you guys know what I’m talking about. So, you know, misnomer. I do like talking about
the ROI of social media. I just don’t like that
it’s not understood that it’s more obvious to track
it than it is in traditional. And more importantly, I don’t wanna talk, turn, t-t-t-turn all of you into direct response sellers, because then you’re far
too much right-hooking. So a lot of times the
best pieces of content are engaging and jabbing where there is no link
out to a call to action, so there’s a drop in the
correlation of sales, but you’re doing the better
overall thing for the brand. My friends, it’s branding and marketing, not just sales, but social
media can show you sales. – [Voiceover] Roberto asks,