– [Voiceover] Neil asks, “Looking
for a marketing job right out of college is tough,
especially finding one that’s not sketchy. How do you find a
job that’s the right fit?” – The answer– Who asked the question, again? – [India] Neil. – Neil, it sounds like, by
the way you’re asking the question, I’m glad we’re
getting to attack this, that you’re looking at what is deemed as “Internet Marketing”, right?
When you say that all marketing jobs are scummy out of school,
I think what you’re falling into, is kind of those
e-book, kind of landing page, the bad version of all these
great growth hackers out there, the bad version of that, right?
Lowest common denominator, playing arbitrage, internet
marketing, buy my e-book in the back room, and the discs, MLM. It sounds like you’re going down a funnel, and what you deem as marketing
is scummy, and I understand a lot of that gets into dark
marketing but 98% of the marketing jobs in the world are
like working at VaynerMedia, this is marketing. So
first of all, I recommend recalibrating how you’re
positioning marketing, and make sure that you’re not
going down the rabbit hole of “Internet Marketing”, and
I keep quoting it like this– First, I love air quotes and
we all know that but second, there is that term for just
copywriting, make landing pages of red and yellow, and buy
this, and whether you’re selling supplements, or an e-book, or information, play that game out, that’s
not the world of marketing that I believe in or think about. So I would tell you that there
are eight billion agencies marketing, digital,
social agencies out there, and I would immediately
go get an internship, if you can’t get a job, and
prove that you’ve got the chops. It’s unbelievable how high of
a percentage of the interns that we get here at VaynerMedia we offer a job to. One, we’re growing fast, so that makes sense, but they’ve
come in and they’ve hustled and so the lack of
internship, out of college, if the market is bad, blows me away. It seems like the market
is getting better, jobs are being created more at this scale, than say, 24-36 months ago.
But the famous DRock story, or any other story like,
the ability for you to go and work for somebody pro
bono to get a résumé– Look, to me, if you’re
struggling to get a job for two, three, four, five
months out of school, why in the world you wouldn’t
take a half of your day, each day, to then work
somewhere for free, or intern, whatever it is, to a) pick
up skills, b) network, c) learn your craft in
action and watch it, d) create the leverage and
almost guilt your employer into hiring you, or making
them tell somebody else to hire you. You know,
better than sitting around and moping about why it’s not working out. Unless you’re out there,
literally, in job interviews or sending résumés, you’ve
got 18 hours in a day to execute this. To me, you
could be doing that from seven p.m. to two in the morning, and then from nine to seven, you could go do it. Go work at a pro bono place, or a museum, put your skills into action
if you’re a marketer. – [Voiceover] Dana asks,
“How would you advise

of building products, how
much time and money should we spend on marketing to
consumers versus customers? Or am I better off trying
to brand myself as an expert and a resource, and let people
figure out what we can do to add value?” – Jason, first of all, DRock,
let’s put the picture back right now and let’s circle the cow. I’m scared crapless of that cow. Just wanted to get that out there. Completely scared. I think you’ve got an answer. You know, it’s funny, a lot
of times people say to me that I lead the question in business meetings. I’m asking a question but really
I’m just trying to make you tell me what I want to hear. You just did that. Yes, the answer’s yes. You should become the expert. Put out content with scary
ass cows, and dominate, and put it out there and
let it be a gateway drug and breadcrumb to what you’re doing. That’s it, man, content rules the world. It just does. I just thought of Lauryn Hill,
did it sound like Lauryn Hill when I said content rules the world? I don’t know, it felt a little. Anyway. I think that that is
the way to go about it. I’m a big fan of becoming the
honey and letting the bees come to you, and I think that
that is what great content is today. Watching Tony Robbins retweet yesterday’s One Is Greater Than Zero video,
and then seeing the new CMO of Hyatt reply to it because
she saw it from Tony, and then seeing the President
of Cinnabon respond to her because of her reaction, is
word of mouth content marketing social media execution 2015. Bitches.

If you were going to market
a brick and mortar bookshop, where would you start?” – So Josh, first of all,
this is a great question. Second of all, I really appreciate
the love you’ve given me. Obviously you put Thank
You Economy in one of your, your Instagram’s tremendous. Obviously the question
was posted, so if you guys could catch his name or slow
it down, go back and watch it, go check out his Instagram. I think your Instagram is really tight. I’ve always said that
marketing doesn’t fix your shit product. Now after being such a
great guy, you’re like, crap, where’s he going with this? Being a bookstore in the
traditional sense of the word is over, right? There’s something called
Amazon, it’s chipping away, it’s just starting. Let me say that one more
time because I think people are confused.
It’s just starting. The corrosion of people going
to bricks and mortar for books has been on like Donkey
Kong, in an iPad, Kindle, and Amazon world. I think if I was to buy 17
bookstores at a bankruptcy, and I had to do it, what I
would do is I would turn them into a live events space
where bookselling was the secondary aspect of it. I would turn it into a coffee
shop, I would turn it into a coworking space, I would
turn it into an events spot. I would turn the physical,
and the fun part is, guys, and this is a little preview,
I’m getting my hands into Wine Library a little bit,
Wine Library’s second floor that has a lot of square
footage, I’m about to turn into an events space. I’m eating my own dogfood on this one. I would say the content you’re
putting out on the ‘Gram, and I didn’t have time to
look at everything else you’re doing, is really strong. But as you can imagine, is that
going to make somebody want to buy a book from you,
for 30 to 70 percent more? Yeah, hippies like India, show her. She would do that, right? But that is a very, no, loving
books is one thing, India. Going and spending 70 percent
more, I can see you, because I know you a little bit, maybe
doing that once in a while. Actually, do you buy
your books from Amazon? – No, I buy my books from
Alexander book company. Yay! Shameless plug! – You know. (laughs) I think that there are some
hipsters out there, but they’re not going to drive your
bottom line, right? That’s the anomaly, not the standard. I’ve done this show for a little
while now, and I would say that India and Staphon’s
head nodding as I was giving that answer was a really good
indication that we’re barking up the right tree here. I would sell 30 to 50 percent
less books to clear up the square footage, within
the store, no matter how big you are, 100 square
feet, 1000 square feet, 5000 square feet, to really
activate the physical location and find other ways and
means to make dollars, because I think bookselling
within a bricks and mortar needs to be the secondary
income, not the first play. I think that’s something
people need to wrap their head around. By the way, real quick,
don’t finish the editing. That is pretty much my
theory on retail, period. Multi use, events, experiential, McDonalds, a lot of people talking about McDonalds. I think they need to triple
down on the playground thesis, right? I mean, I don’t know. People have got to realize,
retail’s in a very new place. – Just leaving this
message because you wanted

– [Voiceover] Ashey asks, “Do you think brands need to be represented across all social platforms, or just the most popular ones?” – Ashley, good job by
the double enforcement because you put up the Instagram, but you also hit me up on Twitter and said, “Yo, answer my question.” I like that gusto. Way to get it, girl. I do not think that
every brand in business should be on every platform. I actually don’t also
think that they should be just on the popular ones. If you do not know how to communicate, or your audience is
not there, for example, if you sell mattr- (thoughtful groan) If you sell adult diapers,
I would argue that SnapChat is not gonna kill it for you, even though it is
massively popular, right? If you sell selfie sticks
that are only made… That are pink and only marketed to fifteen year old girls, you know, Facebook’s starting to become a place where you could debate
is not really for you, and so I think you need
to be in the right place regardless of its size. YikYak’s not the biggest, but I think a lot of
college campus pizza shops should be all in on that, right? So, it’s not the size of the platform. (laughter)
There’s something funny about that. It’s not the size of the platform, and it’s definitely not on everything. It’s what’s right for your business, based on who you are trying to reach, and so if you’re looking to try to reach 60 year old, grey haired
business executives, you’ve gotta look at Linked In with a much more crucial
eye than on Instagram. If you’re trying to reach
25 to 45 year old women, now you get into the Instagram
and Facebook game for sure, and a little bit less Twitter. Definitely Pinterest as well. If you’re trying to
reach 28 year old dudes, Pinterest not as much, right? So, you’ve gotta understand the demo. You’re gotta reverse engineer
the demo you’re selling to or you’re aspiring to sell to, and that’s where you need to story tell. Around the attention graph of that person, predicated on the platform
that most matters.

– [Voiceover] Rob asks “On Facebook the separate business pages are easy to handle, on
Twitter I can switch between accounts on my iPhone with ease, but not on Instagram. Do I need separate accounts that the app hasn’t made it easy to handle, or is there a way to
successfully use one account for all three things without it being jumbled and ineffective.” – Rob, this is a tremendous question, and what I love about this show, somebody in the comments said, this is becoming more like
a master class mentorship, and I think it’s because we’re doing very specific questions. That’s what’s great about Q and A. Oh, a couple of things
by the way, real quick, DRock, Staphon, team, everyone, great new video that just came out about – you’re giving Staphon the credit? Right, ’cause you did the new Twitter one that’s about to come
out later today as well. We are crushing the video game. Show Staphon, and Staphon, you
look at him with the camera. It’s like a little meta thing going on. Let’s link that up right here. Will the Twitter video be up by the time this episode goes up? Great, let’s put that over here, and that one’s for you, DRock. And so a couple of new videos, and why I love Twitter
video, and more importantly, ’cause it’s just true, more importantly, the One Is Greater Than Zero thesis. These videos are great. They’re top line thinking. This show is great
because it’s practitioner. Let’s get to the answer, ’cause I’m being long winded here. You know, Twitter,
Facebook do make it easy. Instagram’s newer, even
though it’s become humongous. People forget how young the company is, and it’s a pain in the ass, much like it was the pain the ass for me, with Wine Library and Gary Vaynerchuk, GaryVee, and on Facebook,
when I used to have personal pages, before fan pages existed, and I maxed out my friends limit. That was a humblebrag. And yeah, so it’s a pain in the butt, but I think you should separate the three. Instagram has become a safe haven for people to consume content. They don’t want ads. They don’t wanna see things
they don’t wanna see, and I think it’s actually very important on Instagram specifically for you to segment out all three. I do think over time
Instagram will figure that out as it evolves as a product, or maybe not, ’cause they wanna make that friction so people aren’t hitting it too hard from too many different directions, but to answer your question practically, you need to create the three accounts, and it’s gonna be a pain in the butt because you gotta sign out, sign back in, but is that really that tough?

– Hi Gary! It’s Alesya from Alesyabags, and I have one important question for you, this year I’ve got a great bag coming out, way higher quality than
anything that I’ve ever done, but, they’re more expensive too, how do I work at that
to my current audience? That’s a good question, you know the weird answer
is maybe you shouldn’t. If the price point of
your new bag is 300 bucks and you’ve been selling 25 dollar bags, you just might not want to
market to your current audiences, because they can’t maybe
afford to buy that bag. Now maybe they can, like you know, I buy 20 dollars or 500
dollars things in same category, so, you know that’s not whole
H&M like you know, like the way fashion got so
interesting to me by the way, little fun fact but any way, I think that it is very important for you to understand, much they give advise
the prior two questions, that you may have to go out,
and find a new audience, and that’s scary that
might not be the, look I’m thinking right know as your watching, I’m curious how you’re watching, leave in the comments, are
you watching like this? or on the laptop, or, really curious how you’re consuming this. Do it. But the truth is you may have to
go out and find a new audience and that’s by putting yourself out there, and engaging with others. I think influences on Instagram
are massively important, so I think you can get away with
giving away some of these bags, to some of those influencers, and getting them on the
cheap at my opinion. So I would definitely
go down the instagarm, influencer path. I think if you give away 5 to 10 bags, to the peole that have
let’s say $250,000 and more, who actually would take the
bag and give that love, I think you have a shot of
being stunned by the ROI, In todays world, so that’s
what I would go out and do, so the answer to your question is, how do you remarket them or
market to them to go up, you let them know about it and, you know five to 15% of
that audiences will grow up, with you financially or aspirationally, but I think you have
to go out and find out, and find and hunt the 85%
of the rest of the audience.

“Gary, I’m interested
in your thoughts about marketing opportunities on Yik Yak!” – Andre, so this is a great question. Back to the attention graph
that I just told India that we need to drill on. The biggest reason I’m
talking about Yik Yak so much is, it does have the
overwhelming attention at scale of this kind of 18-22 year
old demo that’s on college campuses. The truth is, I’m not really
prepared to answer this question that’s why I took it. The truth is, I haven’t put
in enough work on Yik Yak, it’s here, but look where Yik Yak is, this is important, this is
another insight, this is why I grab so many people’s phones. Look where Yik Yak is. As you can see Social
is really jamming here. But, Yik Yak’s in this little
folder that says Social. And, it’s not even on
the first one, it’s here so clearly… Are you laughing because
you’re not getting a good zoom? – [DRock] No, it’s hiding.
– Oh, it’s hiding. That’s right, DRock
it is hiding. (laughter) So even though I’m talking
a big game about my belief in Yik Yak, my actions
aren’t following my words right now. I’m doing a bad job, I’m
not being the best expert at Yik Yak. I haven’t spent a lot of time in there. Obviously, the kind of
anonymous commenting how do you get away with
promoting your burger joint or a pizza shop or Wine Library, to 21 and 22 year olds
Yik Yak users, what do you do? Do you ask a question
about your own business? Or do you make a statement
about your own business? That’s a little spammy. The problem with Yik Yak
as a marketing platform right now is that it’s like
the old forums back in the day when everybody was anonymous
in the 90’s and I would go to wine spectators, wine
bulletin board and be like Wine Library is an amazing store in town. You don’t know how to do it right. I guess in theory, you
can make a comment of, I hear that the Johnny
Burgers own cook is really hot hahaha ’cause it’s me. I guess there’s a way if
you’re very authentic you can win that game. And there’s clearly ways to market. Unfortunately, the thing I
make fun of so many of you of and so many people of, which
is you’re not a practitioner, you’re reading headlines,
I unfortunately in this situation am a lack of a
practitioner and I need to do a little bit more of my own work. As you can tell I have
enough dangerous knowledge of giving you an example
of some of the things you can do, but the question would become what would Yik Yak allow
brands to do if anything, but clearly, if you have
a restaurant or hang-out in the college demo right now
and you’re not desperately trying to figure out Yik Yak every minute, you’re making a huge mistake. – [Voiceover] Coach asks, “Gary, we spend all of our time
pouring our creativity into

– [Voiceover] Chris asks, “What
surprises or interests you “about brands with High Brand Equity, “but don’t have huge budgets?” – Chris, this is a great question. That was a lovely Instagram photo. This whole Instagram
thing is gonna be awesome. As a matter of fact, you know what? I almost didn’t do this episode, so DRock, I know you’re disappointed with only two questions, but that’s better than zero
and you’ve heard that before. You like that? You like that, Staphon? So, that actually gives me a second here to push the VaynerNation ’cause I know we went out
super late the other night. Instagram photos, Instagram questions, let’s link up how you do that, let’s get on that for
the rest of the week. Chris, it’s a great question. You know, look, this is
why I love social media. I believe that social
media is the plumbing to word of mouth in our society and I think there’s a lot of brands that don’t spend marketing that just win on having a great product. If you make a great product and you get people to taste
it, physically and literally, meaning try your app,
check out your store, wear your hoody, or actually
try sauce and it’s delicious, word of mouth will kick in. I think the world we live in now, it actually speeds that up because when somebody had that sauce, now they take a photo
and put on Instagram, be like, “This is delicious.” That’s a lot better than 1997 where, like, I had this sauce and then, like, Staphon and
I are playing basketball, we go, “By the way, the sauce,”
like, what? I did that once? Like, I think it was impossible to amplify the way we are now on an
individual person level, so I actually think the era of companies with very limited or zero
marketing budgets is here and I do think social
media is that foundation. So, what interests me is that
this is the greatest time ever to not have a marketing budget
in a world as a marketer because so much of it can
be organic and authentic. It’s hard, you have to be great, and most of all, your product
has to be sensational. So I think the brands that will break out, the products that will break
out in the next half decade with zero dollars are gonna be anomalies, but that’s predicated on them actually making a phenomenal product. – [Voiceover] BlueArcher
ask, “If you could create

Jeff, this question, and
photo accompanying it, is probably the reason
we made this switch. I mean, this is incredible.
I’m so excited about this. I know some people are
like, “Oh, Instagram.” Get over yourselves. Let’s attack the ‘gram
with your questions. This is a tremendous question, which makes it even more interesting. The answer, my man, is very simply like, what you need to decide is short term cash versus long term wealth. Let me explain. My answer to you would be, okay, you’re making the products– By the way, I had a big
business at the time, but the way I did Wine Library TV was all-encompassing myself, except to Chris Mott’s
credit, Mott videotaped, but there was no editing the way DRock– It was just uploading, and in
theory, I could’ve done that for an hour, but probably
not. So big shout out to Mott. You have to decide if you want to make– I don’t know how long it takes you to make one of your pieces, right? I would make seven pieces
instead of 13 in a year, if I can live off of
that. I would do that. I would then spend more
time on building my brand, because that’s really what an artist is. Doing the Instagram stuff
you’re doing, building up your Pinterest, being
smart and knowing the world and look at all the exposure. I really feel confident
one person will buy one of your pieces from this show. You knew about me, you commented on my comments, Alex hit up a bunch of people
over the last couple of days. Not that many replied. You took the initiative to do
it, now you’re on the show. Now you’ve got this exposure,
20-30 thousand views. Now what you do with that
is you’re leveraging that, and all of a sudden it
becomes supply and demand. There are artists who make one– I’m sure, I’m not very
strong in the art world. India, you can help me here a little bit. I know what the answer
is, there’s some artists who make one piece every couple of years. That’s how they make their whole living because it’s worth a ton of money, because they’ve got the brand. Now that you can go brand direct– By the way, Crush It! is
literally the blueprint of the current state of the Internet. I don’t wanna go there, but
I was ridiculously right. Not even kind of. So we’re
all living that world now. Grape Story, my agency
that represents Vine Talent is basically the agency of what
Crush It! was talking about. It’s a very simple thing. Cash, wealth. If you decide to make
seven pieces this year and that’s enough for you to live, then it makes me happy
because you can take the rest of that time, instead of 13, I don’t know all the numbers
but you see where I’m going, to build your brand, to
engage, to put out content, to write a Medium post, to
put up Instagram photos, and that builds up your
supply and demand curve. If you’re equally good enough at both, then the demand will get to
a place where you can start charging more for your pieces
to build up your brand. It’s very simple, it’s
been going on forever. Independent people have always done that, Should you make pieces or
should you open a gallery? It’s chicken and egg. The other thing to debate
is can you bring in somebody at a low cost to do it full-time and help you scale. You’re the only one that can answer. But guess what? I’m the
only one that can answer, but India is here to
make it quicker for me. I do this show so India
has something to transcribe of off, add some grammar,
ask me a couple of clarification questions, and we’ve got two of the top four posts on Medium right now. It all depends on how you wanna roll, I had to build up to that. This is the first time I’ve got
this kind of infrastructure. But it’s just chicken and
egg, cash flow versus wealth. There’s two ways to go about doing it. You can make 13 pieces and then you’re making the money on it that allows you to afford your person and place. Or you make 7 and you do
it yourself for a while. It just depends on how you wanna roll. If you’re not building up your equity, you’re always going to be making pieces that are hundreds of
dollars instead of pieces that are millions of dollars. That’s it. That was a good show.

“relevance to the funeral
business industry?” – Columbia, great question. This was a fun one. India, you’re dark. Because India was like,
pumped for this question. I assume you’re talking
the funeral home business. Ironically, I’ve addressed
this in other places, either in a blog post or a public speech. This is an industry I’m fascinated by. I once gave the recommendation to somebody in the funeral business to become the number one flower
content site on the Internet, because that was the connection
to something positive that I could make, and it was
a really really interesting, you know, back to
everybody’s a media company, you guys have heard my spiel on this. If you haven’t, Google it around. I think companies should
become media companies and play in sections that are
related to their industry. If you’re a funeral
home, you can’t start a reviewing other funeral homes business, you have vested interest,
but something like flowers is an interesting
gateway to that business. You know, look. I’m gonna use your question as it ended, which is innovation is what awakes sleepy gray-haired industries. I came along in the wine world. That was a very pretentious, very this, very look down on, very gray haired. Wine experts were 60 year old dudes. They definitely weren’t 25
year old Jet fans from Jersey, and so I came in there and I innovated. First it was launching
a dot com site in 1996. Later it was doing a YouTube show less than a year after YouTube came out around the subject. The way you wake up an industry is by innovating. Looking at things like Snapchat, looking at things like smart technology and augmented reality and Pinterest and things of that nature, and so obviously, it sounds like you’re
in a very sensitive space. You’ve got to be careful. Obviously death is at the height
of emotion in our society. One thing I’ve been spending
a lot of weird zen time on is we don’t know how to
die gracefully in America. I’m very fascinated by that, meaning we fight and like medicine
ourselves up so intensely. I’m getting on a little bit of a tangent, but I get it, because boy, out
of all the passions I have, the number one core passion I have is I do not want to die, and it is not even a
remotely close second. Fuck the Jets and everything else. That is my number one passion. So I get it, so I would
say navigate carefully based on the question, but
to go on a higher level of waking up a gray haired industry, disrespect the gray haired industry. Understand your history, understand it, but don’t respect it to a fault. Get it? – [Voiceover] Kobus asks, “What
would be your top three tips