– [Voiceover] Sarah asks, “How can a consumer
soft goods company “capitalize on the exposure of
being in a department store “this holiday season?” – Sarah, great question. You know, a couple things. I think Twitter search is incredible, so anybody mentioning a Macy’s or a Sax or a Bloomingdales or any of the store that you could be mentioning, anybody that mentions it, anybody that mentions it on Twitter, for you to jump in as you as a human, or as the logo of the company, and engage with them. Not for the right hook,
you know, but find a sweet or clever or interesting way to mention that you’re there, you know, you could literally reply,
like, somebody says, ‘Going to Macy’s to shop,’ you could literally reply of like, ‘Oh, have a great time, we
love them, we now are there.’ You know, like, just like, or, like, our new home for the holiday season. If you stumble upon us, let us know, or you make it cheeky and fun and you say, hey, take a selfie with
one of our products and we could do something cool, and then you do a random contest. Depends on how much you wanna go from right hook to a jab, but I would
mix in the acknowledgement. Even if it’s as simple as, like, we’re happy to be there,
too, have a good time there. We’re so thankful for them. You know, something a
little more self-depricating and appreciative to the organization that gave you distribution, but I think Twitter search
is probably number one. If you have some ad
dollars, I would run it against fans of that organization, a lot of people follow
these department stores for their coupons and deals
on Facebook or Instagram, you can run some ads against them because you know you’re there. If you have a small test around zip codes, if you’re in 13 locations, you can run ads amongst people that are most likely to buy that product depending on interests within a one mile radius of that store, because you know they’re
probably going to that store. So there’s some tactics you can do there that would be an, I would use it for content, like, if you or any of your salespeople or anybody in your organization, or just you, I would buy inexpensive plane tickets and go to different stores and take pictures with the products, showing that you’re hustling in Texas and New York and San Francisco, so that could be a cool thing for content. You could make some Periscopes, live from, like, you know,
it’s a very proud moment. I’m planning on doing
some really cool shit with my book’s distribution this year. I think I’m gonna go to a
lot of Barnes and Nobles and bookstores and just sign them and leave Easter eggs and, like, I’m gonna pick a page in the new book, whatever’s a white page,
and I’m gonna come up with codes that if you email me and take a selfie that you
actually bought that book, that you then win,
like, DRock for a year. DRock, you’re gonna
work for somebody else. You know, like, stuff like that, like cool stuff like that. So, I think there’s a lot
of clever things you can do. Those are just a couple that
came off the top of my head.

– Good, what’s cooking? – I’ve seen this Extra
commercial trending everywhere. – The Extra commercial,
the gum commercial, yes. – How do you foresee cinematic commercials within a social space? – I think the reason the
Extra commercial’s doing well is ’cause it’s a good piece of content. It’s a beautiful love story played out. The brand is integrated
smartly, and not forced, and I think Facebook is the environment to produce video for, and that’s why we’re seeing it do well. There’s been great love
stories executed on television, but if that ran on TV, I don’t know, do you know how long it is? Two minutes? – I don’t know. – It’s longer than 30 seconds, right? – The song is just catchy.
– [Gary] If they did it during the Super Bowl,
or during the MTV Awards, and blocked off the time, and ran it, it would be like, “Aw, that was nice.” It wouldn’t be like this,
’cause people are sharing it, passing it on. This is the kind of work I
wanna be doing at Vayner. This is the kind of work that I think people are gonna be forced into. In a world where people
don’t wanna watch prerolls or commercials, brands are
gonna have to find ways to actually make great stories, and actually integrate their
brand where it’s not forced. It’s not like this is our show, and this was a bottle company we had, and we’re like, “Oh, I’m
just answering your–” It’s actually part of it. I think it’s an absolute preview
to where things are going. We’ve seen things like this on YouTube. I think the power of
Facebook is the targetting and the shareability that is extreme. So I’m excited about it. – Yeah, me too.
– [Gary] Good, great question. – Thank you.
– [Gary] Awesome. – Ben, over there.

and how they recently
started their own creative in-house agency. What do you think about that? How that gonna affect the work we do? And how do we remain the experts on social when more platforms are
doing work in-house? – Platforms have done
in-house from the get. They’re never gonna replace agencies. And by the way, if they do, cool, then we’ll adjust, we’ll
start selling popcorn here at VaynerMedia or something. I mean, the reality is that there’s too much danger for
Facebook to start doing that because the agencies are
gonna push back against that, and then start recommending other things. I think what they’re doing is, they’re trying to show best of class work, things that they believe in. They’re pissed off at agencies
for not doing Facebook stuff, trying to do TV stuff, and the
other things of that nature. I think they’re looking
for it to be a North Star. They’re looking to find other
agencies to follow that lead, but all of them, Snapchat,
Twitter, Pinterest, Facebook, they all have got some level of this. To me, it’s something
I’ve never worried about, or other agencies, I think,
should really worry about, mainly because, one, if they’re good enough, and
that brings the most value to the customers, then that’s
what the market should be, and then all of you will work at Facebook. That’s the way it should be. But, two, I don’t think it’s
in their vested interest as a platform to get in the
client service business. I think it’s a very tiny
dot in the ecosystem to try to move the creative in a direction that I think is meaningful
for their platform, and it’s a good way to spark, look, you’re asking the question. So it’s a good way to spark the market. For me, I default in
living in that environment that you have to make that content, so I’m not scared, and good
for them, and whatever. – Awesome. – Congrats to your Eagles.

“How do you feel about a
short video in place of “your profile picture on Facebook? “Motion sick or sick move, you decide.” – Motion sickness or sick move? You know, I think gif culture
is real, people like it. You know, I think
storytelling is storytelling. I think they both can work. I think it comes down
to how good the gif is. You know, like, I think it comes, just like how it comes
down to the picture. To me, there’s more
upside in the fact that it just creates a little
bit more creative freedom. DRock, is that what you
were emailing me about? You want one of those, right? Um, yeah, I mean, DRock wants it cause
he’s all about the video. – [India] A lot of people were asking you, that’s why–
– [Gary] No, I’m glad. I mean, I appreciate everybody
asking and, you know, this is not something I’m
massively passionate about, meaning I think this
falls in the same category about a company’s name. If your animated gif, your
little video is good and clever, it’ll capture people’s attention, I think for the short term,
over the next three months it’s probably a smart tactic. Because in the world of the feed you’ll stand out cause it’s new. And so I think if you wanna go there for a little bit more
awareness, you do it right now. As a matter of fact, I’m
gonna now tell DRock to pick some part of this answer
to be my motion video just for kicks and giggles. It’ll be very meta. And so yeah, I think
over the next 3-6 months it’s a smart tactic that might give you a little more uptick in awareness in a feed, crowd-noise feed culture. But I think it comes down to the video or it comes down to the picture. One of the biggest reasons, one thing I will say is, I didn’t change my picture on Twitter for a very long time, even though I no longer
looked like that dude. Which I think is a pet peeve of mine. But I just couldn’t
give up the consistency of, you know, you’re so visual. The amount of times I’m
on Twitter where I’m like, “Wait a minute, that’s Rick? “He must’ve changed his profile.” So I would say that I like the idea of keeping something consistent
in these small icon worlds after you pick something
for a long period of time. If you’re trying to build a brand, if you’re trying to get your content seen. – [Voiceover] Irina asks,

– David. Oh, it’s a video. – Hey, Gary. It’s David
Shaheen, husband and manager of recording artist, Amanda Vernon. She’s about to sing the
National Anthem here at Lambeau Field– – [India] This is amazing. – For Monday night football.
She’s about to go on in a little bit here. (crowd cheering) So I was wondering if
you could give any tips on how to capitalize on
this exposure. Thank you. – That’s fantastic. I
would immediately buy the Google Adword “National Anthem”, “Singing the National Anthem”,
I would buy all the long-tail words on search, on Google
for National Anthem. Singing the National
Anthem, National Anthem, National Anthem at Half-Time, How do I get picked to
sing the National Anthem, that’s a long tail. And I
would have your video embedded somewhere with a story about her. So create a landing page
on Tumblr, RebelMouse, where it doesn’t cost you a lot, where you don’t have to design. Embed the video, tell a story
about her, and all her work. And buy keywords on social around that, I would also buy Facebook ads against Green Bay Packer fans, fans
of the Green Bay Packers. And say, “Do you wanna see the video?” or “Do you wanna meet the person that sang the National Anthem last Monday night?” Some of them will, as well.
Those would be the two black and white executional
things that I would do. That was good. Some real advice. That’s some real advice! – [Gary] Pam. That’s some real advice.

“market themselves and
distinguish themselves “from the competition?” – Ooh, that’s nice. I look like Jake Benrubi,
a little bit, in that. You see it? I’m changing my angle here
on ya, a little bit, DRock. I think illustrators should
really focus on Snapchat. I think Snapchat’s a
really interesting place where they can pop. I think that Facebook,
targeting publishers. So, creating illustrations,
and then running $50 worth of ads against
employees of publishers, I think is a very smart place to go, because I think people will notice. Shh. (girls laugh) And then I think what
really, really would work is responding to people on
Twitter around subject matters and then creating illustrations around those subject matters,
I think has enormous upside. If you can show your speed to
illustrate around conversation in that environment, I think
there’s a real opportunity. So those are three tactics. I mean, look, an illustrator’s
gonna break out from the heap by being a great illustrator. How often you could put
yourself in a position to have people see your
work is going to become the way that you’re successful. I also think, illustrate hacking. Meaning, making illustrations of Gary Vee, I don’t like using the third person, making illustrations of me
is gonna make me see it. I would go after other microinfluencers, not A-list celebrities, sort
of immune to that stuff, other microinfluencers, illustrate them, reply to them, I think that’s
an enormous opportunity. Put it on Instagram and then tag them, ’cause they’ll see it,
those kinda things are cool. – [Voiceover] Anthony asks, “Hey Gary Vee,

“from the producers/hedgers
to the consumers. “All of my current and potential customers “are large commercial and
industrial property owners. “What would be the best
way for me to leverage “social media marketing to try and increase “my customer base in this
strictly B2B atmosphere? PS, Chris Ivory is a boss.” – Chris Ivory is a boss, I think
he might not play this week for the Jets, I’m concerned. I would go out and create white papers on SlideShare and then run
LinkedIn and Facebook ads against those white papers. What I mean by that is, when
you into a B2B environment, I believe that long form
becomes much more valuable than short form. I think that you reverse the
headlines that people think that it needs to be
all short form content, I think you know your audience, you know who your buyers
are in a B2B environment, you know what they value, and you need to deliver on that. And so, that’s exactly what I would do, I would go out, and I would
create long form content that’s valuable to them,
and not a sales pitch that’s valuable to you. But content that those
decision makers need, not just for what you do for a living, but holistically, let
me give you an example. Even though I’m trying
to get CMOs as clients, I might be able to put out content that teaches them about Cloud computing, or IT infrastructure, or I
would make a white paper of how the CMO needs to
interact with the CIO. These are valuable pieces of content that I brought to them
that have nothing to do with hire me as an agency to do your work, but I brought you value
in a nine page deck that you saw on LinkedIn
because I targeted you properly, so that’s what I would think about, create long form content in video, in audio, but in definitely deck form, B2B people love decks. And get that in front of
them through targeting on LinkedIn and Facebook, put
your branding on the bottom, make the last click go to your world, provide them value, do what I always say, become a media company, not just around what you do for a
living, but what actually brings them value, and
so what I would do is I would call, and let’s get real tactical, I would literally call the
25 customers, 50 customers you have right now,
call them and say “Hey.” Real quick, if you’ve got two minutes, maybe email them, ’cause people
don’t like people calling. Email them, say, “Do you
have two minutes for me, “I’m looking to provide you more value,” you call them and say, “Hey, what are “your other business problems or frictions “besides what we do
together in the world.” If eight out of 25 of
them say the same thing, that would become my first content pillar to put out to the world. Bringing value to people is
an amazing way to guilt them into doing business with
you, even if you bring value to them in a genre
that has nothing to do with your own, but is still
within the collective, cohesive unit of what
they do for a living. Stefan, fire emoji out of my mouth,

– The dislike button. This might have to be an article as well. I don’t know a lot about it and I think you know, Ben Leventhal, the CEO of Resy, aforementioned in the prior video and I had dinner last night
strategizing around Resy. Download it if you’re in LA,
New York, Miami, Washington DC. R-E-S-Y. You know what Staphon? Put a glove on me there
when I did the right hook. Oh, my man! This wonderful man is going
to be shadowing me today. Hey brother! – You never said I was joining it. – Good to see you. I’m live by the way. – Oh. – You can just sit. I’m finishing up the show. So the dislike button introduces
some interesting stuff. Ben’s point was when negativity
comes into the ecosystem, it can really crash and burn a platform. He was talking about how
Twitter got more negative after the Kumbya moments
of 2007, eight, nine. And there’s a lot of truth to that. To me the dislike button allows Facebook to make its algorithm even stronger. But that was kind of how
I first thought about it as if it was a hide, you wouldn’t know. But it seems to me, and
this is where I think Facebook may have a problem. It seems to me that they want to, in the quotes that I read late last night. It was two o’ clock in the morning when I wanted to read it real fast. So I haven’t invested in
a very smart answer yet on this Steve or Derek, thank
you for asking the question. It seems that they want to allow people to express other emotions. To me where I think
they’re going with this is we see a lot of
people post, for example, we see my friend Drew
is an incredible friend. And his father passed away. And he wrote an incredible piece and it was a beautiful picture of his dad and a wonderful peace about how hardcore of a Philly sports fan he
was, which kind of struck me. I kind of already even
thought about my own demise and how my kids were going
to talk about my Jets fandom of how he was a fan and
then he bought the team. What an amazing man he was. But that’s not what makes him amazing. He was the best dad. I’m giving you guys some material Xander. So I think that what Facebook is trying to figure out a cadence around is you look and a lot of
people are hitting like. And there’s all these life events that maybe you wouldn’t in real life, in real communication say I like that. There’s other things. Now I don’t know if you’re
going to say dislike to that. But I think what Facebook is
starting to show with this move and clearly has a enormous upside in its continuation of evolution. Very similar to my first
answer on the Snapchat question is I can see an environment
where multiple buttons exist. We have a much stronger way
to express our actual thoughts on the content we’re seeing in front of us and that intelligence becomes the backbone of making a much better
product for Facebook itself. Anybody who’s into data science or understands how these things work and even if you just deploy common sense, you recognize that the like is too broad for Facebook to do enough with that data to make the product better. So if they had more options
to create more context, they’d be able to create a
far better curated experience. So I think that’s what they’re up to. It’s intriguing to me that
it’s a dislike button. You know, if my thesis was right, my intuition is that they would go with a different kind of button and that’s why I’m not so sold that I’m right with my
point of view there. But those are the curiosities that are running through my head. So what do I, to answer
it black and white, what I think about, actually turn me into black and white here even though it’s part of the official show because I think that’s funny to
answer it black and white. Thank you Staphon. Actually, no, go back to color because the show’s always
full time in color. But in that one little weird
period make it black and white. I think it’s a very clever
and very important step. One that I do believe has major impact. And one that this market will look back at five years from now and recognize it was a massive moment in Facebook’s, you know, lineage, including
it became a chip aaway at becoming more negative and not going in the right direction or started creating the framework for even smarter better experiences for all of us on their platform. And don’t forget that platform deploys to Instagram so
a lot of you are saying “Yeah, but I’m not there any more.” Oh yes you are. It’s called Instagram. You live there. And so I think it’s important. I’m excited to see what happens with it. That’s it? Good show.

– Hey, Gary, this is John McAlpine, reaching out to you from Toronto, Ontario. My question for you here
– T-Town – is in regard to my
father-in-law’s business. My father-in-law is from
Minsk, Belarus, originally, so his English is very poor and moved here about three years ago, but he’s an amazing, fantastic contractor, and he wants to grow his
business, and I wanna help him. So, given the scope of,
let’s say, about $1,000, because we’re really small, what are some baby steps you could suggest me, as a marketer of his business, to do so I can help him out and so we can start gaining some traction here. You keep answering our questions, Gary, and I promise we’ll keep asking. Thanks for everything you do. – John, great question. Obviously, you know how
to hit my emotional center by going back to the old country. And that’s a great, great question, and a real practical one. And $1,000, I think, is
really so much more realistic for a lot of people that listen. Way more the clients that
we have here on Vayner, spending hundreds of
thousands, millions of dollars each month in different
marketing activities. Couple different things. Number one, I noticed
you said a heavy accent, which made me believe that you were alluding to
don’t give me the advice to put him on camera or put him out there. Now, if his personality is like my mom’s, who never shows up, actually asked my mom for the first time at the Jets game yesterday, I said, mom, I think it might be time for you to be on the show and make your first ever appearance. She said no, she really,
it’s just not her thing. And so that crushed my heart, mom, and you crushed the entire
Vayner Nation’s heart, mom, they all want you to be on the show. So, now, if his accent is something you’re worried about but
he’s willing to do content and become Bob Vila, which,
I know you’re in Canada, but I think Vila might be an
international star, right, but if you don’t know
who it is, look it up, he became like the home, he became America’s
contractor in the 80s on PBS, when people weren’t
doing the kind of content we see on cable these days, when chefs and real estate
agents became famous, and so I would put, I
would make videos of him, if he’s that great of a
contactor, and I believe you, I think, you know, you
get different skills from different parts of the world, he’ll bring a little of
that Eastern European flair or soundness or whatever that angle is to the Canadian building market. I think you put him on and start
doing Bob Vila-like videos. Now, with $1,000, I would
spend that on the 10, 15, 20, 30 mile radius of your guys’ area to get those videos out
to people that are fans of things like Architectural Digest or things that are into
building and interior design, into the culture of home
building, contract work, renovations, things of that nature, so, now, if he’s not
willing to go on camera because he’s introverted,
shy, worried about his accent, I know a lot of those variables, you need to figure out how to make content that is compelling to people, maybe you translate his
advice into written form, and then you run ads on
Facebook in a 20 mile radius, ‘Did you know you could fix
cabinets by doing this?’ ‘Replacing new floors.’ And you gotta target
people based on interests that may find that interesting. Content is the gateway
drug for small businesses, that don’t have a lot of money, have to put out great
contents, spend little dollars, just like I did with Wine Library TV, but now there’s more things. Instagram accounts, those kinds of things, that’s what I would do.

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.