“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,

– Yo, what’s up, Gary?
And DRock, of course. – DRock?
– My name’s Daniel Dennehy, I’m a music producer slash freestyle soccer athlete with Red Bull, check out my freestyle
soccer videos on Instagram, @ImDanDennehy.
– The plug, I love the plug. – Okay, get that (bleep) out of the way, no one wants to hear about that. – Well, you wanted to drop it.
– My question is, is there ever such thing
as too much jabbing? You know, like, is there ever any time where you should just not
really give out much content, or maybe not reply to everybody, so you keep a sort of mystique,
or a bit of aura about you? Or should we just open the floodgates and just have everything transparent? What’s your thoughts on that? Thank you very much, God bless, peace! – Peace! Dee, as I’m gonna call you, this is a great question! And this is where I, you
know I wrote that piece, maybe we should link this, Stunwin, follow along
here, of the one like, maybe my advice isn’t good for you? Yeah, the answer’s yes, there is an absolute time
where there’s too much jabbing, and there’s an absolute time where maybe you should not be in the exact jabbing business at all. You actually asked two questions, Dee, you asked, is there too many jabs? Sure, the reason I wrote the book Jab, Jab, Jab, Right-Hook? Is ’cause the people that I thought best understood social media were in the jab, jab, jab, jab business. And so, the other
question you’re asking is, should I build a brand
or create a scenario where there’s no jabbing? You know who did that? Apple. Apple is just in the right hook business. Look at Apple’s social media engagement. Look at Apple’s real care for their fans over that 10 year period. They just made the best
crap they could make, and then they dominated for that period. Now, then, Samsung came along and started playing
with that vulnerability, and now we have what we have. But for a lot of people there’s mystique. Mystique or exclusivity, look, there’s a business model for me. Here’s a good example! I’m announcing right now that the #AskGaryVee
Show is paywall only, four dollars an episode. How many of you are paying? How many? Leave in the comments. Don’t (bleep) me. And here’s what I know. 90% of you are not paying. But if I have enough of 10% of you paying for four bucks an episode, it might be a better
ROI than what I’m doing. I don’t believe that, because I like the jab business, and I like building up the equity and the awareness, and
you passing on the video. You know, to people.
Caught that, DRock? And, you know, I want that, oh, that was, passing on would be sharing, I actually did subscribe call-to-actions. Subscribe anyway! And so… you know, there’s absolutely a way to play through exclusivity, like the reverse of me is that person, and that works, too. It’s about self awareness. Do you know why I play the jab business? ‘Cause I like you guys. I just like people. If I didn’t like people,
I would go the other way. Never get to me, paywall, hard to get to, secret events where you pay a lot of money, have an island where I charge you a lot of money to come to. But I like people, I
wanna touch all of you. Yeah, I know that sounded weird, but I wanna touch all of you! And not that weird way. And so the answers were clearly in that given response. I am on fire today.

great for jabs, but not for right hooks. Any ideas or predictions on
using it to make right hooks? – David, there’s an
interesting thing here, and I’m gonna deep today, because I just got a
whiff of the questions, and so this could be a very deep episode. A deep and deep episode. I said it twice. Deep and deep episode
of the #AskGaryVee Show is coming guys, so like, a lot of you have left in the comments, like, I like when you get very detailed, I’m gettin’ detailed today. Let’s get into it. First, you have to debate the philosophy of a holistic social media approach of, should you just use Instagram as a jabbing platform by itself? Should Instagram be a
place where you’re jabbing, because you also know a lot of your fans follow you on Twitter and Facebook and things of that nature, and a lot of times, I mean, look, I used Instagram as jabbing
for the first couple of years, a lot of selfies, a lot of sneaker shots. Right? But if you’ve noticed,
with the #AskGaryVee Show, I’m using Instagram as a
right hook platform, lately. If you look by percentage, over my last 15-25 photos, as a matter of fact, lately, I’ve tried to throw some more jabs in ’cause I felt there was a little too much right hook going on. I’m now putting up 15 second
versions of this episode and in the copy saying “Go into my profile, because in my profile “I am linking to the current episode.” So the only way to actually
drive people out of Instagram is by changing your
URL in the edit profile part of your profile, and so that’s the way
to throw a right hook. And so, yes, you could put a piece of creative on Instagram, that works, and then, in the copy, drive people that see
that into your profile and then link out and
convert your right hook as driving them there. And so I’ve done both. Though, I for a long time, and still, probably, at this point and that’s why I’m testing, I’m always going against my own stuff, all of you could call me out and say “Gary, didn’t you say not to do that?” I’m always going against my own POVs to always taste, right now I’m
not sure exactly where I fit, but like, intuitively, I’m feeling that the jabbing on Instagram
is a great way to go. So if you look at your whole
thing as a holistic play, and you’re on all these platforms and your core group is following
you in multiple places, maybe Instagram is where you’re jabbing, maybe Facebook is where you’re
throwing that right hook. So, that’s the deep
steak on the bone, today. Answer to that one. – [Voiceover] Mount Dream asks:

“a Kickstarter campaign
beyond providing content “to raise awareness and
reach funding goals?” – Matt, you know. (stammers) I’m bumbling on this. No, no, I’m sticking, DRock,
I just fucking told you that I’m not editing
on any of my mistakes. Jesus with this guy. All you editors are the same, want to take out the natural, authentic. You guys like when I
struggle with my words cause it happens so rarely. (ding) I treat Kickstarter no
different than anything else. Just cause you have an ice
thing that you want to do and you decide to do it on Kickstarter because that’s a platform
that has virality, back to the question
about Medium and Linkedin, that’s fine. The answer is the same. Facebook dark posts, targeting
people that give a crap about ice cream and ices,
putting out content in blog form. Guest contributing. I would literally email
every single person that has a blog of any size or magnitude that plays in your space. I didn’t look deeply, but
if you’re in organic ices or just ices, or desserts
or ice cream culture, I would map out the 700
people that are in that space that have blogs or media outlets and reach out to them and say, “I’d like to guest contribute.” Talk about Italian ices or ice cream or dessert culture in America
or the world, generally, not spamming like, “I want to
tell you about my product.” It’s all about being content and not being about infomercials. Too many of the people watching this show and the rest of the world,
when they think about content they hear Billy Mays, an infomercial. When I think about content, I hear New York Times and Scandal. Get it? It’s about making that decision, and so getting distribution,
putting out good content, and that means guest contributing, Facebook dark posts if you’ve
got money to drive towards it, reaching out to influencers and chefs that are in the dessert space to see if you can JV what I would
call business development. “Hey,” you know, “Mario Batali,” “Here’s what I can do for you. “Give you 8% of my company if you “can get me the spark that
starts out my awareness. “Hey, Carla Hall, I think you’re amazing “in your southern cusisine, I’ll give you “five years worth of my product for free “if you give me a little love. “How can you give me love? “A tweet’s not enough.” So it’s biz dev, it’s content creation that’s not infomercial but actual content, and then it’s proper internet marketing, which right now to me is creme dela creme is Facebook dark posts. You’ve been watching the #AskGaryVee show. My question of the day
for you is very simple.

“on my blog and mention on social “or post natively on sites “like Linkedin, Medium,
and Facebook, or both?” – Brian, great question,
and it’s a loaded question, because you’ve probably looked at the new garyvaynerchuk.com (ding) and you probably realized
that I’m doing a mix. Like, you know, you land on a page and I’ve got the place for
Medium posts and Linkedin posts. When you land on it, some of the posts literally link out to Linkedin and Medium, and then obviously I have my own posts, and actually, Steve and
I were just talking. Did we put up the first post where it’s just for garyvaynerchuk.com? – [Steve] Yes, we did. – Got it. So that’s there too. And so what I think is
interesting about this question is most people in the
internet marketing world want to keep telling you
to do it on your own site, monetize your own traffic, it’s yours, Facebook reach can’t be taken away. All this “own it, own it, own it.” The problem with “own it, own it, own it” is when you’re doing it on your own site, you’re at the mercy of how much traffic you’re able to establish on your own site, and so from the 99.999% of
you that are watching this that don’t have four million unique people coming to your site
every day, every month, the reality is is placed like Medium, for example, I had a
Medium go extremely viral, viral as in it did really well on Medium, and right now it’s sitting
as number six or seven on Medium’s top stories where I’ve noticed that 950 people have clicked
over and read the article because of that place,
and that’s 950 people that I’m gonna guess 787 of them have never even heard of me before. And so too many people are worried about monetizing the now, posting on their page, versus using things like
Linkedin and Medium, and notice I use those two
because they have viral loops. Linkedin, when articles go
well, it shows up in Pulse. Medium sends out an email
and has the top stories. So I like being in places
where there’s viral loops, that if you put out a
nice piece of content, I noticed the kid on
Twitter today tweet out, “Hey, I’m number four on Medium, “two spots ahead of Gary V,” and then I looked at his profile and he has 1,400 Twitter followers, and that got me excited, I’m like “See, great content can raise to the top and bring awareness,” and so I think a heavy mix of both. I’m a big fan of picking
spots strategically that give you awareness and
then builds leverage for you that then eventually you can
monetize in your own world. – [Voiceover] Sean asks, “You
are always answering questions

“jab, jab, jab, jab, big right hook “but when it comes to the
mechanics of making sales online “you need identification,
call to action, no? “Both here and on your Facebook post, “you have no links, no email signup. “Do you just trust that with
enough goodwill and trust “people will find your
website/email when it’s time to buy? “If I need my content to drive bookings, “should I not at least
have a link for more info “when people are ready for it? “Thanks, Big G.” – Jayce, you’re lucky you’re
catching me on Episode 22, because my favorite new rookie on the Jets is Jace Amaro, our tight end,
so I’m gonna give you that. Listen, spoken like a real
salesman and I’m a real salesman. I’m a real salesman but you’re not wrong, I’m all about the CTR,
right, the call to action, I’m into that, right, but
at the end of the day, you’re talking about the difference between salesmanship and branding. Anybody can be a good salesman, but being a great brander,
that’s where it gets going. The lift of being a brand,
being a Nike, being a Puma versus just selling a new
sneaker, that’s a big difference and so, tactically you’re correct and I’m sure a lot of
people who watch this think about those things where, “Why didn’t Gary create
a call to action?”, “Why doesn’t he have a pop
up when I land on his website “to collect my email?”, all this growth hacking thing,
as many other people do. The reason, at times, I don’t
do it, ’cause at times I do, and at times, I’m very comfortable
throwing the right hook is because I do believe in the jam, the jab, not the jam, and the jam. I believe that branding matters. I believe that there’s a time and a place. I believe there’s context. In this setting, yes, I do
think that in a 2015 world, people watch this show,
they see that I’m not trying to sell them
anything, I’m bringing value, I’m sitting here during my
favorite time in the world which is Jets parking lot time because I want to put out content and I’m just trying to give the best business advice that I can. And I do believe that when
somebody stumbles across this, yes, there could be a call
to action, and they can click and they can buy, but by
me asking for something like sign up for this or
buy that in this video or in this world of YouTube,
I’m also leaving a way, the situation where that person
can then look at my name, find this interesting,
control copy it, go to Google, search my name, go down a rabbit hole and let me build brand, because I asked, like everybody else out
there, for the quick sale in this context, and
I took away the chance for us to kinda, you know,
it’s kinda like relationships. Because I went to sleep with
that person on the first night, maybe I took away the chance
for us to get married. I, my friend, am playing the long game, the depth game, not the width game. So there’s a time and place
for a call to action, a CTA but that isn’t every single
at bat, every single time, every single channel,
because then you just become a sleazy salesman. Thank you for watching Episode 22,

As you know, I’ve talked
to you about it before. I’m working on building an app with one of my business partners and while I’m in charge of adoption, the app is probably six months away from actually having a working prototype. So, what would you
suggest I start doing now to make sure that I’m building it up so that when it does come to adoption time and the app is released, we have plenty of users that
are going to be using it. Thanks a lot, Gary. – Dom, first of all, good to see you. Thanks for your hardcore
followingship over the last years. I can’t quantify it, but I know we been jamming
hard for multiple years. I’m going to give you
a really good answer, and this is the answer that’s
going to work for everybody, no matter whether you have
an app or you sell clocks, content, content, content. Clock broke. Content, content, content, content. I think you need to put up. So let’s say you’re
putting out a fitness app, or a productivity app for time management, you then need to create
timemanagement.com, which is not available, but dailytimemanagement.com or something, and putting out content around the genre. You need to create a
content portal on Medium or your own blog or on RebelMouse, which I believe in clearly. Link it up. And you need to, you need to basically create content to get like-minded people in that are, you know, you come out with Fitness Daily and yours is fitness
utility app and then boom, you’ve got this audience
and when the app comes out, you pound them with it and it comes out. You need to gather people in a place that are like-minded or
most likely to use the app, and then when the time’s
right, shout to them. Jabbing and then right hooking. – [Voiceover] Daniel asks,

– [Voiceover] And Tory
asks, as I launch The Shift in paperback, what were
the three most effective things you did to drive book sales? Tory, thanks for the
question, really was excited to put your question on the show because I just really want the
Vayniacs to know about you, I’m a fan, we’ve done
some events together, good luck with the book. Without knowing the true
contents of the book, though, and everybody will have
to do their own homework on that part, there’s
a couple secrets I have for everybody who wants
to write a book that have really worked for me and
they’re not really secrets they’re actually quite boring. My belief is that you actually
sell your book a year to two before you’re actually selling your book. By providing, by the global
jab jab jab right hooding, here’s an example Tory. I’m actually selling my
fourth book right now. I’m putting out a show
everyday, I’m taking time which is my number one asset, I like time. I like time more than money. I prefer time, wish I
had a watch, over cash. That’s how valuable it is. And here I am taking time
every day out to just answer questions, to provide
value, to give value, to entertain, to give an
answer to make somebody think, to provide value in their
entrepreneurial venture to the people that have
deemed me worth their time, thank you, and so,
you know, I’m selling my fourth book right now
because I’m providing value to a whole new
audience, as a matter of fact, a quick question of the
day, leave in the comments section if you’ve discovered
me because of #AskGaryVee. That’ll be interesting to
see what happens to comments. Please do that if you
are, don’t be a lurker. Okay, I haven’t used
that term in a long time. So that’s number one. Number two, and this
is a big unknown thing to a lot of people. It surprises me how many people have not figured this out. People don’t want more content as much as they want more access. Everybody wants to do book
offers where if you buy three books you can get
a free Ebook or this that more content, right? Get into this. What they want is access. One of the biggest things
that I did Tory that really sold a lot of books for me was give myself to the audience. If you did this many books
or bought this many books I would do this live stream Q and A, I would come to your
school. I would make a video for happy birthday. I
would literally give, sell, the number one thing people want from me, which is more access, and
it’s the thing you want from everybody that you appreciate. You wanna spend more
time with that person. Those are two I’m giving
you, I’m not giving you a third one ’cause those
are the two that matter. – Hey Gary this is Ian Westerman from EssentialTennis.com, I’ve
got a quick question for you

– [Voiceover] Chip asks, if
you owned a winery in Napa, what your left jabs look like? – Chip, thanks for the question. And honestly, I’ve been
reading the feedback. Thanks for the critiques yesterday. Some of your took it a little to far. I mean, what I was really
saying from critique this show was, give me compliments, not actually nitpick and
find something to upset me. But anyway, you know, I want
to start answering these questions in a different
little bit of a way, and so thank you guys. You guys continue to evolve this show. Big shout-out to the people
that have been tweeting and Instragramming the fact that it’s been interesting to watch the
show evolve from one to ten. It is pretty crazy for the
amount of shows I’ve done and videos I’ve done to
watch it actually have an evolution even with intention. You grew with that, Steve. Show Steve. – [Gary] Zak, do you agree with that? – Yes. – So to answer your
question, I’m gonna answer it in a way that I hope
everybody who’s listening doesn’t miss the point that
this works for everybody, not just wineries. If I was a winery in California,
I would actually make my jabs Wine Library TV. Let me explain. Could you imagine if a
winery in Napa Valley did a show where they
tasted wines from all over the world that were not
from Napa and critique them and gave their thoughts. All of a sudden you start looking at them as an authority instead
of somebody who’s just pitching their wine, right? Everybody wants to go the route of like, let’s show the day in
the life, and they take video, like cropping the
crap and like tasting. Nobody cares about that. They will care a little bit
about the dog running around. And if you teach them
the dog’s name is Goldie and make more videos about Goldie, they’ll care about that. But what they really want
and what you really want is utility. The reason this show
exists is this is the next coming of my ability to give utility. I’m giving content that actually
is a little more tangible. Now it’s opinions, so take
it for what it’s worth but you’ve decided you’re
gonna allocate your time and I’ve somehow become
important enough to you, or you’re curious enough
about my POV and brings value. Value comes in entertainment,
value comes in a lot of forms, but I really do think
opinion, context, information, these things are very powerful. And so to answer your
question is, I would just review other wines from
the world and give my two cents on that, because
then, you’re leveling up and not just pitching. In the same way that everybody
here, instead of talking about their products or
their ebook, or their blog, can talk about other stuff. Hence, look at the structure of this show. These are questions from you
that I have to respond to, thus they matter more to you. You have to put out things
that matter more to others. That’s a little bit of my curve ball. Take it for what it’s worth. – [Voiceover] Ivan asks, do
you respond to posts, tweets,

but I don’t feel like I’m
hitting much of anything. Any advice? – I have advice. I don’t know if you heard,
I’ve gotta show, #AskGaryVee. Subscribe. So, here’s my advice. If you follow boxing or MMA, one would understand that some people are great technical boxers. They know how to jab and when they land the perfect right hook on somebody’s chin who
wasn’t even expecting it, they don’t have the power
to knock that person out. Robert, the truth is, my man, there might be just a situation where you’re just not good at closing. And that’s something I want, you know, not to pick on you, Robert. This is something I
want everybody to hear. You just might not be a
great saleswoman, salesman to actually make the close. In fact, you may need two people. This is something I
haven’t talked a lot about. This is why the #AskGaryVee
show is a good show. It’s forcing me to say new stuff. I haven’t talked about and
probably blew it in the book, the reason I pointed there,
you want show them DRock, they might be like why did he point there? There’s a huge, Jordan! I’m kidding, I’m kidding. (laughs) That was the best. You may need a partner, Robert. You might be the greatest
jabber in the world and you may need a partner
right hooker, right? And so, I just happen to be
both in one amazing body, but the fact of the matter
is you may need a partner where you do the jabbing and she or he does the right hooking. – [Voiceover] Chad asks:
“How do I get the cute old lady