2:23

– [Voiceover] John asked, “What are your thoughts “on creating a successful, long term “social media strategy for yourself or your clients? “How long in advance do you create “the content you roll out?” – John, that’s a good question. I mean, I think this all comes down to something that I call reverse engineering. […]

– [Voiceover] John asked,
“What are your thoughts “on creating a successful, long term “social media strategy for
yourself or your clients? “How long in advance do you create “the content you roll out?” – John, that’s a good question. I mean, I think this all comes down to something that I call reverse engineering. The truth is everybody’s different. You know, my vision is very long-term. I don’t know how you define
long-term in your question, but some people think long-term
is three to five years. I think long-term is until the day I die. And so, my clients may not be as patient when your Fortune 500 company that needs to hit numbers each quarter, your patience to build a three to five
year plan is nonexistent. When you’re a Series C Startup company that just raised 200 million dollars, and you’re only burning
four million dollars, you’ve got a lot of patience, and the idea of building brand and
having a patience game to your execution becomes more attractive, then we reverse engineer that. Then it’s more about branding, Instagram, doing high-end video, long-form content with no right hook, lot of jabbing. If you’re a startup that’s
gonna go out of business in 24 weeks if you don’t sell some stuff, we’re in full right hook,
ya know, Facebook dark post, SEO, SEM, influencer marketing with calls to action to sell. Ya know, all that stuff
completely is determined based on the client’s current
short-term and long-term needs, but the truth is short-term
and long-term needs really balance based on a moment in time, and so, ya know, the reason I think I’m
good at business is, for all of my talking, I am 10X at my listening skills, and it all just comes down to listening, and so the way we strategize
is predicated on listening, and I think the biggest
challenge for so many of the VaynerNation
that’s watching right now is I don’t think a lot
of you, and this is, with all due respect,
this is for everybody, I’m just picking on you
’cause I love you, tough love. I think a lot of people aren’t really sure what they want to accomplish
in a one-year window versus a five-year window
versus a ten-year window, and their behavior doesn’t map to it. Ya know, to me I got lucky. I just decided it’s everybody
shows up to my funeral, hedge forever, build up equity,
cash it in as I need it, if I ever need it, which has
allowed me to be very patient and really has allowed
me to dictate my behavior being probably a better human being. And in a weird way, and
again, I think a lot of people would find this funny. In a lot of ways, I’ve been a pushover as a entrepreneur because if you would look
at it in the short-term, I’m leaving money on the table. I’m not fighting for every cent. I’m not trying to drill it
down to the biggest advantage. I’m not even getting mine everytime because I’m just hedging along the way, and so just comes down to what
you’re trying to accomplish. I think the better question
to this question is how can you help someone
or are you capable of really understanding what
you’re trying to accomplish?

0:49

“what is the future of blogging in all this “rented social media space?” – You know Thomas, I think the interesting thing about blogs and it’s really fascinating for me to watch what’s happening is in 2003, four, five, six, it was very commonplace to use the internet in a way where you would be […]

“what is the future of
blogging in all this “rented social media space?” – You know Thomas, I think the
interesting thing about blogs and it’s really fascinating for
me to watch what’s happening is in 2003, four, five, six, it was very commonplace to
use the internet in a way where you would be driving
someone to your home, right? Like, come here to consume me here. I think what we’re seeing a lot now is I’m over here. If you want me to know what’s up, you better learn how to speak to me here. And so I think that what’s happened is the attention graph that
I spend so much time paying attention to is shifting, and people’s willingness
to jump to some place to consume is not down
because the truth is I believe social networks,
specifically Twitter and Facebook and Pinterest, yeah those, LinkedIn, are really gateway drug pieces of content to drive to this before mentioned home, a blog, an e-commerce site, your download page to your app. So, I think what’s changed
is people understanding they need a great skill to
be a wonderful storyteller within social networks to
become a first impression to the, ya know, it’s like
you have to be really good at the bar before you get a
chance to do something at home. And I think that’s the
analogy that I’m looking for, if you know what I mean.

10:52

“How do you retain and increase followers after taking over social media from a company who bought their initial fans?” – Clayton this is a great question. I think this is a good one at this point. In the maturity of social networking, people realize buying fans on any platform has absolutely no value. You […]

“How do you retain and increase followers after taking over social
media from a company who bought their initial fans?” – Clayton this is a great question. I think this is a good one at this point. In the maturity of social networking, people realize buying fans on any platform has absolutely no value. You eventually get exposed for being the scum-bucket that you are. And so, I would say that the, the… Listen, there’s two different
ways to buy fans, right? Like, buying ads on Facebook and Twitter and Instagram, to then,
if people are interested, to follow is a smart move. Just buying, like you know, going on ebay and buying 5,000 bots makes no sense, but the funny thing is the
answer to your question is the same way you would if it was zero. Whether you have zero followers for a new wristband brand or you’re a coffee
company that they bought a thousand fans on ebay to try to make it seem like there was somebody, you’re move the next day is the exact same which is let’s start from the beginning and try to make it work. So, what you’re looking
for is engaged fans, converting fans, people
that will buy your book, your wine, will watch your show, will pass it on. Like, what you need to do for them is you need to provide them value, and so providing value is the whole game. Whether that’s listening
on Twitter and engaging. Whether that’s putting out great content. Whether that’s sweepstakes, entertainment, information. Whatever it is, you need to provide value. You need to put out good content, you need to listen. You can talk great, you
need to listen great. You can talk great, you
need to listen great. You can talk great, you
need to listen great. And if you’re Meerkat cooking
show is good, you win. And if your Meerkat cooking show is shit, you lose. It’s not really complicated. This stuff is quite basic. You need to put out good stuff, and the question is what is good stuff? Good stuff is different to everybody. You know, like Steve. Name three good music things. Musicians, bands, name three, any three music things that are good, go. – SoundCloud is good. – [Gary] No, no, no, no, acts.
– Acts? – [Gary] Yeah, things that you listen to. What are three things that
you want to listen to? You were willing to give your 20 minutes that is very valuable, and I will sit down and listen to these six songs. Name three acts. – Flux Pavilion. – [Gary] Good. – Maddy Young. – [Gary] Good. – And Lionize. – Good. I have no fucking idea who
any of those three people are. Staphon. Go to him. I know there’s a light but figure it out. Staphon, your turn. Name three good music things. – Kanye, Jay-Z, Kanye. – [Gary] There we go. Great. India? – Um, oh my God. – [Gary] I don’t care. Don’t blank, you know music, go. – I do, um, The White
Stripes, Colts and probably, like the Beach Boys. – Good. Let’s just figure out what just happened. Three lovely people that are into very different things. They would. Steve, what do you think about Kanye? – Um, I think he’s kind of a jackass, but I thought “Bound To” was a good song. – Good. Staphon, your overall
thoughts on the Beach Boys. – I’ll give you some when
I listen to the music. – There you go. India, what are your
thoughts on Lionel Richie, one of my favorites. – He’s great. – Good, me and India agree. So, bottom line is it’s
quite simple, right? What is quality is 100% subjective. There were plenty of people in Hollywood 20 years ago that said
this reality TV stuff will never work. It’s not produced well, it’s not good, it’s not interesting. There’s a million people that
think the Kardashian’s suck. There’s a million people
that think they’re great. There’s tens of thousands
that think I’m great. There’s tens of thousands that just don’t realize I’m great yet. I mean, the bottom line is
it’s all very, very simple. Quality content is subjective. What is not subjective
is what happens next. AKA, you may sit and say I’m
putting out great content, but after four and half years of 13 people are subscribed
and paying attention, you just might not be that good. You might not be good at the content. You might not be good at
getting the content out there. It’s a mix of the two. I’m a by-product of the mix of the two. I’m good enough to put out
content that people like. But I’m also good enough
getting it out there and using the marketing
to bring in awareness, and both matter. Both matter, but that’s really it, right? Like that’s really it. Like, whether you have a billion fake fans or zero fans, aren’t
you in the same place? Zero fans? Yes, you are, and thus, it’s like me. If I decided to start doing
wine content again, right? If I decided to do that, you know, I have to start kind of over. Like, of course I have my base. People that used to watch the show, and things of that nature, but if it’s not good. If episode 1,001 of Wine Library TV is just a disaster show,
then it’s very unlikely chance that it will be successful. So, the quality of the content
really, really matters. And then all the other growth hacking marketing strategies, all
the stuff we talk about, those are just support systems to give that stuff a better chance to succeed.

1:17

become too expensive for a new start-up to compete with larger companies for ad spots?” – Marc, the answer’s absolutely. I mean, that’s the whole point. That’s the whole point of everything I talk about which is jump into new places when the grass is greener, ahead of the market to create the arbitrage when […]

become too expensive for a new start-up to compete with larger
companies for ad spots?” – Marc, the answer’s absolutely. I mean, that’s the whole point. That’s the whole point of
everything I talk about which is jump into new places when the grass is greener, ahead of the market to create the arbitrage
when it’s under priced compared to the market, a la, email marketing for
Wine Library in 96 and 97, nobody else was doing it. I was asking for it. My conversions were better. More people came. The conversion rates went down, it became more expensive, and harder to get people
into the email funnel, that became the expense. Google Adwords, on the word
wine for five, ten cents. A hell of a lot better than
owning it for two bucks, right? Of course it will get more expensive. We’re seeing it on Facebook now. Facebook ads to get into the feed are more expensive than they were 12, 18, 24 months ago. Even when I started this show and told you to do dark posts, it’s
gotten more expensive since then. So the answer and the
question and the debate and the opportunity all
lie in the same place which is what are you
doing about Instagram and Snapchat and Meerkat and Periscope and all these new things. Are you moving there when
the audience is not as big, the returns are not as
big in the short term? My overall plan is to go to those places hold my breath for three
or four or five or six or seven months, when
it’s not as valuable, but be there when it does become more valuable, and then ride that wave for 12 to 24 months before those platforms become an add their ad product. Instagram’s ad product
is still not mature yet, so the organic reach for the people that jumped on three,
four, five years ago. Is it five years already for Instagram? Feels like it is. 2009 for Instagram feels right, right? Or 2010, trying to remember. Anyway, if you’ve been, you know, fuck charity right, and like
other people of that nature, they won, they moved quickly. They’ve got the biggest audience. They can command enormous dollars. So, I think the answer is yes depending on your budgets. It becomes more price prohibitive. What a small start-up or small business has is time versus a big brand’s money. Right, so are you willing
to work seven pm to three in the morning to
get the disproportion arbitrage of new platforms to over index before money becomes the variable. I hate when small businesses are like, oh, that’s it, we don’t
have enough money to compete with the big guys. What you have is speed and time. What I mean by that is they have time too, but people that work in corporate America don’t want to stay up til
four o’clock in the morning that often. And even if they do, they want to move within the system of corporate America, and they cannot do the
same things you can do. It’s not that same
entrepreneurial nimble system. By the time they even understand what Snapchat, Instagram,
Periscope, Meerkat are, it takes two years for it to get approved. In that time, you’re executing, and so, the answer’s yes, but that’s not a bad thing. It only speaks more to
my overall philosophy of jumping into these new platforms, extracting the value before the ad product becomes mature, and then using the ad
product, Facebook dark posts while everybody else is waiting. Now, in 2016, 17, 18, when Facebook darkposts unpublished
posts, the ad product become the mainstream, that’s when it becomes prohibitive for you, but you’re on to the next one.

1:37

“You’ve done two long-format web shows, “in a world where gurus advise keeping online videos “short and sweet. “What gives?” – Chris, a couple of things. First and foremost, it’s always very dangerous to listen to the advice of online marketing gurus. I think what gives, is very simply, something that I think is the […]

“You’ve done two long-format web shows, “in a world where gurus
advise keeping online videos “short and sweet. “What gives?” – Chris, a couple of things. First and foremost, it’s
always very dangerous to listen to the advice
of online marketing gurus. I think what gives, is very
simply, something that I think is the right advice, which
is quality trumps everything. Right? And so, I remember in 2007,
being flown out to Mountain View in Sunnyvale by Yahoo and
Google to try to figure out what gives with Wine Library TV. Now remember, this is eight years ago, trying to figure out why
my show was doing so well, even though it was long. And so the real answer was quite simple. Quality is quality is quality. If I’m able to put out a 15,
20 minute, 30 minute show, and I can captivate and hold the audience, well, then it has a chance of doing well. If I can’t, then it won’t. I mean it’s not super complicated. There are plenty of shit 14-second videos. There are plenty of waste-of-time,
never-get-off-the-ground, one minute shows. You will watch a three-hour
Avatar, because it’s good, you will not watch a 15-second commercial ’cause it’s crap. So the length is not the
variable of the quality. As a matter of fact,
to break DRock’s heart, neither is the sound, or the
lighting, or the production, it is the message, it is the
message, it is the message. I’m telling you, it’s the message. Now, DRock has come into my life and made everything much better. So I do respect the
production more than I did in 2006, ’07 and ’08. But the truth is, for the fist pump that he just put out behind the scenes, the bottom line is, if he
wasn’t dealing with this kind of quality, all the
production he put out still, wouldn’t, matter. – [Voiceover] Paul asks,
“Can you provide insight into

13:10

– Hey Gary, here’s my question, when will social marketing spending be bigger than television commercials? – Fred, great question. First of all, if you guys don’t know who Fred Wilson is, then you know nothing about the startup in the VC community in New York or the world. One of the great VCs of […]

– Hey Gary, here’s my question,
when will social marketing spending be bigger than
television commercials? – Fred, great question. First of all, if you guys
don’t know who Fred Wilson is, then you know nothing
about the startup in the VC community in New York or the world. One of the great VCs of all time, Fred. I don’t like you for that,
I like you because you’re a Jets fan. We got Revis, can you believe it? So, Fred, great question,
I appreciate you asking it. My gut answer, and I’m going
to use social as current digital platforms, let me explain why. My answer to that question
is somewhere in the ballpark of 35, 20, 22 years, long, and by then, I don’t think we’re going to be calling them
social networks, we’re going to evolve to whatever
they are, but digital is eating up a lot of TV,
but the web’s been around for 20 years, the consumer
web, since 95, and banners and email, and Google adwords,
they’re still not making an enormous dent against television. Now we’ve got over the top. My prediction is 22 years because all these things take longer. I also think advertising in
general is gonna change and the money is gonna go into
content and it’s all going to be native and interwoven much more, but you know, I’m not sure if
I’m right about the year– 22 years out, 2037, but what
I will tell you is this Fred, that the TV commercial
industry is in the early stages of looking very similar to the
late years of the newspaper advertising world. It was Craigslist that
really was a very important, kind of watershed moment
to the death of newspaper advertising, and I believe that it is Netflix that is the same
to the TV commercial world, because as everything
starts going over the top, and people don’t want
to consume commercials, and really you could even
say DVRs, right TiVo, probably was the first
precursor to it, but we’re well on our way, you know, question of the day, how many people in this room actually watch television commercials? and I don’t mean this room, I mean the people that are watching, I mean Meerkat, give it to me right now. Everybody’s watching when
they want, how they want, outside of live TV shows,
which are basically live result shows, awards shows, and
sports, guys without sports the TV industry would be in
such a different, different, different place. I asked my question of the day.

5:03

to engage with customers, even if they’re not in your market and will never buy from you? – Robert, this is a great, great, great, great question, because riding the hashtag, I wrote a blog post about that, ding, you know, and all that stuff, but your questions is the right question, which is what’s […]

to engage with customers, even
if they’re not in your market and will never buy from you? – Robert, this is a great,
great, great, great question, because riding the hashtag, I
wrote a blog post about that, ding, you know, and all that stuff, but your questions is the
right question, which is what’s the ROI of jumping in– So the Apple watch comes
out, and everybody’s talking about it, what’s
the ROI of you know Twinkie putting a Twinkie
on their wrist and saying yea this is our version of it,
or riding a trend and putting out content of what
everybody’s talking about whether it’s that new
technology, a new app, Meerkat, a new celebrity, you know, whatever it is, if they are not likely to buy from you. Look, I think the value is
very low, and I think that that may throw somebody
for a loop, but the truth is, the one upside is the home run, the anomaly, which is,
you get somebody because they care about that trending
topic, and they amplify you, which then brings people
awareness to your high end shoe store, or purses, or your $50,000 pieces of art. So, as people
have become the infrastructure of media distribution, riding
the conversation of what people care about, with
the hope that they create the retweet, the reblog, the
share, that then creates the amplification of awareness
to somebody who is connected to them, does have some Hail Mary, some rogue, long tail upside, but speaking to,
and communicating with, people who are not going
to buy your product no matter what, does not
have enormous ROI. Never did in the old world,
has a little bit more now, because they have the
opportunity to share it and bring awareness to people
who may buy, but it is absolutely limited and it’s
a tactic that needs strong strategy around it. – [Voiceover] Brendan asks,
“I’m biking across Canada

6:55

“for musicians wanting to make their living “playing music in the 21st century?” – Justin, thank you so much for your question. Amazing picture, great job to have your community give some love and it allowed me to see this question. I’m really excited to answer this question. You know, I think the answer is, […]

“for musicians wanting
to make their living “playing music in the 21st century?” – Justin, thank you so
much for your question. Amazing picture, great
job to have your community give some love and it allowed
me to see this question. I’m really excited to
answer this question. You know, I think the answer is, as a musician, you need to be everywhere where the people who care
about your genre of music are, and obviously the youth
is an overindexing play, so, look, if you’re not on SoundCloud, if you’re not on SnapChat
and Vine and Instagram, then you’re not living to
a 25 year-old and under, and I think that’s an
important place for you to be. So, one, you need to be
putting out content everywhere. Once you build the leverage, there’s ways to monetize, right? Brands are gonna continue
to pay for music, live events will happen. I think what really
matters is creating content and putting them out
on all these platforms, and then interacting with
your audience, right? So, it’s not good enough
to just put out a song and use DistroKit and
get it out everywhere, and then it’s on every platform, great. It’s on SoundCloud and iTunes and Spotify, great, that’s fine. But then, how do you actually harness, what is being a musician? It’s always been, look,
Grateful Dead and Phish, those are very successful bands because they actually have a community, and what happens is, people who are very hard-core about music,
I’m not one of them, but the reason they make fun of pop music is it’s fleeting, right? It sits for a second and then goes away. The best pop music,
you know, the Madonnas, the Michael Jacksons,
the Justin Timberlakes, they cultivated community. You know, it’s so funny. Everyone is like “woe is me! “You can’t make money with tools anymore.” Do you know how many people have popped and made money because of YouTube and Vine and SnapChat and
Instagram, that would have never been signed 15 years ago, and then would have had to
just go on and do what they, so what’s happened, my friend, is there’s less people at the tippy-top. There’s less acts, right? There’s not 50 people anymore, making a gadrillion just on selling music, but what’s happened is that the internet has created a longer tail, and so there’s a lot
more people right now, a lot more, making thousands
and tens of thousands and hundreds of thousands, and I’ve got to tell you something, if you’re an artist, and musicians are, you just want to be able to do your art. Do you know how many people are happy making $41,000 a year from AdSense or a random show, or
things of that nature, who now, because of modern technology, can make $41,000 a year
and play their music, who had to do something else 15 years ago to make $41,000, ’cause you couldn’t make $41,000 playing your music? So, my friend, we’re in a long tail. We’re in a long tail. You want to make enough to realy crush it and play your music? Well, then you’ve got to
care about the audience. One by one by one by one, and you gotta do things for your audience, and what I mean by that
is you’ve got to start using tools like Meerkat and create behind the scenes footage,
you have to keep innovating, you have to keep making that connection, you have to keep taking
away the velvet rope, I mean, look, Meerkat
is a preview to the fact that I’m gonna be wearing wearable devices and you guys are gonna be
following me everywhere I go, all the time, always. Truman Show, bitch. The Vaynerchuk Show. It’s coming. Get ready. Get your fucking popcorn, ’cause I’m coming at
you, and that connection is the game. So that’s episode 78 in the bag.

4:52

“We’re an improv comedy group that performs both in “New York City and throughout the country. ” How do we use social media to get input “about each town we’ll be performing in ahead of time “so that we can create unforgettable shows “full of in-the-know references?” – Broadwaysnexthitmusical, let me answer this question for […]

“We’re an improv comedy
group that performs both in “New York City and throughout the country. ” How do we use social media to get input “about each town we’ll be
performing in ahead of time “so that we can create unforgettable shows “full of in-the-know references?” – Broadwaysnexthitmusical, let me answer this question for you, it’s called a very simple tactic
that I used to overindex in social in 2007, 8, and 9. It’s called listening. You go to twitter.com/search, and you search the zip code of the town you’re coming into, and it will show you every single person tweeting in that town. You read the comments, and
then you make references to being “in-the-know”. You’re welcome.

2:16

and on a recent podcast of Carl and Mike, we answered five of your questions of the day in five minutes. So, we want you to answer one of ours. – Just one, Gary Vee. – That’s it. – [Voiceover] Carl and Mike ask, “Gary, what do most people want to get out of social […]

and on a recent podcast of Carl and Mike, we answered five of your
questions of the day in five minutes. So, we want you to answer one of ours. – Just one, Gary Vee. – That’s it. – [Voiceover] Carl and Mike ask, “Gary, what do most people want
to get out of social media?” Carl, Mike, first and foremost,
I just instructed India, let’s show India, you know,
because India just told me an awesome story that
like, people are starting to recognize her from the show. You’re India from the #AskGaryVee Show? I love that. Carl, Mike, listen, it’s very simple. What people want out of social media completely maps to what
they want out of life. They’re, you know, social
media, internet life, internet culture, I was
saying something the other day that meme culture has taken over culture, I was talking today to
the VaynerMedia team, you know, because the internet is life. And so, what people
want out of social media are the things they want in real life. They want the fame and notoriety, India, they want, you know, they want this. You know what they want
out of social media? They want this, my friend, right? ‘Cause they want this in real life. They want a place to express their art and show the world their art, India. You know, and so like,
these are the things that people want, exactly
what you want in life. What do I want out of social media? I wanted to interact with more people, I wanted the vanity of being
like, are you Gary Vee? Sure am, you wanna take a selfie? Like, I wanted to fulfill the
things that were in my heart getting out there, leaving a legacy, not realizing how much I loved to teach, but that’s what Wine Library TV and the #AskGaryVee Show
are, who knew? F student, A teacher. And so, like, the things are
really interesting to me are that people want what they actually want, and what social media allows
them to do, my friend, is use the backbone of the internet to cut out the middle of the gatekeepers that used to keep us away from that. Who the (beeping) would have hired me as a college professor
teaching marketing? No one. Guess what? That is what’s interesting about the world we’re living in now. Direct the consumer, my friends. You wanna watch me on the show? You wanna follow me? How many people are on Meerkat right now in the middle of the day? There’s 318 people that are
busy in the middle of the day, get back to work, that
are deciding that this is valuable to their time. A bunch of people are about to reply, this is work, and you’re
right. This is good content. I appreciate it. And so, that’s what it allows to do, it allows to actually map exactly what you actually want
in life ’cause you have no restrictions to actually achieve it. – [Voiceover] Sandy asks,

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