Put out all the content. I have a thought, I make it. Got it. People demonize quality, people demonize quantity when it is the singular unlock of internet infrastructure. (Upbeat music) (shouting happily) You got your perspective.
(Engine roaring) (bright, upbeat music) (crowd cheering) I just wanna be happy. Don’t you wanna be happy? (Bright upbeat music) – [Andrea] Hey Gary. – How are you? – Fantastic. It sounds like these guys have had a very fruitful experience already. They had a conversation with Simon Sinek. – That’s awesome.
– This morning, yeah. – That’s awesome. Well, hello everybody, hope everybody’s well. – Got a whole bunch of folks coming in, and feel free to, we know this is lunchtime, so don’t be, Jim already set the tone, that if you wanna grab – Yeah. – A little something, feel free. And for the group, it was Gary’s birthday on Sunday, right Andrea? – On Saturday thank you.
– On Saturday. – Happy birthday. – [Sid] So Gary, a belated happy birthday. – Thank you so much. – One of the many things that we love about Gary is that he loves his birthday. There aren’t a lot of people that celebrate or get that excited, but we love that about him. – I heard a great guy, Steve Martin was talking, he’s doing some cartoons now.
And one of the cartoons is about a baby being born, and the baby, the little bubble, is the best birthday ever. (Laughing) It’s the first one, of course, it’s the best. – That’s so good, that’s so good. So we know we still have, we’re at 30, and I think we’ve still got a few more that are coming in, but I’m wondering if we don’t, maybe get things started if that’s okay Sid.
– That’s great, perfect. – Fantastic. So really excited. I’m Andrea Sullivan, the CMO of VaynerX. We’re thrilled to be here today, to have an interactive session with all of you, and talk a little bit more about marketing for the now, and what it takes to accelerate growth. And we’re lucky to have Gary here to spark the conversation.
We know that there’s a lot of you on the call today. We typically have people go around and do introductions and share different challenges and things like that. We wanna make sure that you get the most out of the session today, and get a tremendous amount of value. So we’re wondering if folks do wanna use the chat function, we’ll be using that kinda throughout, and would love for all of you to share different challenges or opportunities that you’re thinking about, as you’re looking into 2021, and that will help us to make sure that we’re dialing into the kind of key areas that might be most fruitful for you, and your businesses.
So with that, I’m gonna hand it over to you Gary, in part because my new puppy is eating everything in my bedroom. So I’m gonna pick him up, and throw him out the door if you don’t mind, and I’ll be back in one second. – Andrea real quick before you leave. Am I doing an opening kind of statement, and then we just go to hardcore Q and A? – Yeah, that’s exactly right.
– Awesome. – So I’m wondering if you can kinda set the tone, share a little bit about what you’re seeing right now, and then we’ll start jumping into the dialogue. – Team. Hi everybody. The reason I was asking about that format is I really wanna get into the details because what I’m seeing, I don’t think is extraordinarily difficult to understand, but unfortunately, remarkably hard for most organizations to execute.
And I think that goes into HR and human dynamics, more than the information on. What I mean by that everyone, is it’s extremely clear to those who are very narrow in their paying attention, of how money is spent to make something happen, what’s going on? And when I mean money is spent to something happen, I mean spending money on media amplification or spending money on pictures, videos, written words, audio, content, creative, to make something happen, whether that is to raise money for a nonprofit.
Early this year, I don’t know if this hits anybody’s radar, but I teamed up with Michael Rubin, the founder of Fanatics, and as soon as COVID hit, we created something called the all-in challenge, where you could get a role in a Robert DeNiro movie, or play golf with, it’s got a ton of money, but we raised $68 million.
And we did it because not only did we have star power, but everybody had star power, it was unlimited things going on as I’m sure everyone knows. We understood how to take pictures, videos, and written words, audio sounds, and how to amplify them on the internet. And then when I say the internet, YouTube, Facebook, Instagram, LinkedIn, whatever anyone wants to call it.
I think that something and I look around the room here, and I’m looking at the faces and I say to myself, okay, this is not an 18 to 25-year-old crowd. So I’m gonna make a general statement here that I think is going to land for a lot of us. For a lot of us, we lived in the business life, let alone live, before this device existing.
And established the way we worked, the way we thought, the way things worked. This is true, truly the remote control of society. It just is. We can sit here and have an hour’s debate, do you like that? Are you mad at technology? Did you like how it used to be? That’s fine. That’s a different conversation.
We’re here under the context of business, and the individuals, whether running for office, whether raising money for nonprofits and the organizations, whether B2B, how many people here are B2B, raise your hands. Just so I can get a sense. Wow, quite a bit. This excites me. The great misstep of B2B 2020 marketing, 2021 marketing, is not understanding that everybody that just raised their hands, in my opinion, one man’s point of view, needs to be put out five to 15 pieces of creative on LinkedIn a day, a day.
Excuse me for one second. – Jim, you put out, you put five or 15 pieces out a day, don’t you Jim? – At least. – At least. (Laughing) – And when you understand those pieces of content, whether a written word, a white, as big as a white paper, because you spent a month on it, or as little as a sentence, when you understand how to run media on LinkedIn, against the job descriptions, or job titles, of the decision-makers, or my favorite one, ’cause I’m in 401 lands, not 101 lands at this point in my career.
To put in front of the influencers of the decision-makers, to sign up your SAS product, let you be the service provider, let you consult. When people start understanding that, this group understands that being great, at LinkedIn pictures, videos, written words, SlideShares decks, and running media on LinkedIn, is more important than knowing how to balance your payroll and pay your taxes.
When people in this room, when this world understands what I’m saying is true, it changes every behavior. It changes every behavior. If I run every one of the companies that just raised their hands. If I run those, I do things that go against that religion. Let me give you a good real example. Let’s talk about this.
This is a shockingly bad use of my time, right now. If I’m being practical, the value of my time, my business, and what I’m doing, this is not a good ROI. I have a warm spot for Inc. I love entrepreneurs. I’m a human, but the real reason I’m doing this is ’cause I’m gonna get content out of it.
The reason I wanna go to Q and A, is Michelle or Brent, or all of them, are gonna ask me a question, which is gonna require me to go more narrow, and more detailed, on somewhere where I wouldn’t naturally go myself, which I can then strip the audio, or the video from this, and then reproduce it, post-produce it, with copy and distribute it.
Whether I wanna distribute it on LinkedIn, or Facebook. That is the incredible, incredible things. And so I think, it’s huge… I wanna see what Carol said, Carol, I love Q and A. Carol, I saw you wrote something. Can you read this? And we can jam on it. – Yes, it’s Carol Culhane. – Hi carol.
– Hi Gary. I’m eating my lunch, which is why– – Yeah, no worries. – When you said 15 a day, I just thought, oh no, there’s one person in that sort of our group cluster. And she’s in there at least twice a day, and we just tune her out. – Yup. – And so I’m shocked that you would recommend that.
– Let’s talk about it. – I might post once a month, and I like what I put up, It’s quality. I like the responses I get, but 15 a day. – Let’s talk about it. So let’s talk about it. So, first of all, I noticed, I listen very carefully, you said a word quality. You’re judging the quality Carol, about yourself, you’re grading your homework, right? Also on the other side, you and your colleagues are judging this individual, and that is a very small focus group of the entire perspective group.
Number three, you might be a hundred percent right. Let everybody be reminded here, that the variable of success is creative. So if this creation from this colleague is poor, self-centered, selfish, not bringing value, that could also very much make sense to me why it’s being tuned out. Now, let’s take a step back.
You, once a month, this colleague twice a day, is posting organically, and it’s hitting a lot of the same people. When I talk about everybody’s businesses here, and I say 15 a day, I talk about media planning. So I want you to make a video that might be targeting a certain state, a specific organization, a specific problem, narrow to one of the businesses that you’re trying to target, may have.
When you make that video of like, hey, are you… I’ll give you an example. I’ll jam with you, Carol. Hey guys, it’s Carol, are you an accountant? That’s the first thing you say. Well, good news Carol, we’ve spent $88, or $400 on LinkedIn, only against people who are accountants. So as you can see where I’m about to go, and I think some people are gonna start picking up the pieces from where I go with that master headline.
You’re making a piece of content just for accountants, and why you or your organization is valuable to them. And then you may be done with that video, or that written article, or the audio clip that you wanted to distribute. And then you may restart, and make another video, and say, hey, for all the real estate agents, let’s talk about what’s going on.
So now all of a sudden you can see how you can get to 15 very easily, because you might be saying the same thing, slightly different, to 15 different groups of people. So I always say that this is about Baskin-Robbins, instead of what I think everybody in the world is doing, which is they’re selling vanilla.
When you’re making one message for everyone, you’re only going to hit a very small group of people. When you understand how the internet’s structured, and these platforms are structured, you realize that you don’t have to waste money, or time and effort, to distribute messages that don’t necessarily hit the mark, for the person that’s on the other end of it.
And then to your point, without knowing anything about the individual that you guys are raising, she, or he may not be putting out content, I think one of the biggest things for everyone here, my career, and the other things that I’ve seen that have worked, are predicated on putting out content that brings value to the audience.
It’s not a sales call. It’s not a right, – Great. – What I call a right hook. It’s a jab. I’m trying to build a brand, and intrigue, and relevance, which then can create consideration and do something with me. Not trying to close somebody on my process, or they should hire me immediately on the first thing they see in their feed.
So that’s where some of the 15 come from. And then, by the way, there are also taking a video, and posting it, and then stripping the audio out of it, and posting it, ’cause some people like audio. And then transcribing the written word, because you’ve realized this all. I’m going to very advanced places, and I’m coming back down.
If everybody here knew that they could hire somebody from Fiverr, and pay them $5 to transcribe a video, all of a sudden like, oh, I can? Like there’s a stunning misunderstanding, and lack of education, of the production, and distribution of internet content today. And I come here today openhearted, hoping that I can get one of you to take this way more seriously because the financial impacts are extraordinary.
They are when you understand brand and sales in these environments. So makes sense to me, it’s what, Carol excuse me, which is why I wanted to call you in here because she’s going organic hitting the same people over, and over with that organic. Eventually, the algorithm will stop showing that to hurt you if you stop engaging with it.
If you and your colleagues enjoy looking at it, and then making fun of it, well then LinkedIn is gonna think you like it, so they’re gonna keep showing it to you. So that’s kind of how it works, in a little detail Carol. Makes sense? – Yes. Thank you. – And I think the team, for everybody here, real quick, B2C companies in here, raise your hands.
So for the hands that just went up, as you can imagine for you, 15 becomes entry-level, because B2B LinkedIn is a dream. B2C, Facebook, Twitter, Instagram, you can imagine, these 15 become 113. Now I don’t wanna overwhelm you with the number, back to Carol’s point. You know, you’re sitting here eating your sandwich offline, or salad, and you’re once a month, and I’m coming in here with all this energy, 15 a day, oh you’re dead.
Listen, there’s nothing, nobody is going out of business if they don’t do this properly. I don’t believe overnight, but I will promise all of you, and it’s very clear in the data, you’re losing market share by not. This is not about you go out of business, this is, hey, give 20 hours of your mind time.
Nobody got to this call by not putting in real work ethic. And no matter where you are in your career isn’t it worth getting 20 hours of education on this, with yourself on Google and YouTube. It’s not about paying anybody. This is about getting your hands dirty learning, at very low costs, about what it takes to be a good communicator on the internet, because it’s wildly playing out, from Netflix to Peloton, to every election.
As the mapping of the math is very clear. There is an incredible upside to buying attention at a better price. It worked in radio, it worked in television, it worked in the cable, it worked in early internet. I’ll give you an example. I built my daddy’s wine shop. The thing I’m known for, from a lot of people, when we had no money, I took it from a three to a $65 million business, with no money, because I knew that Google AdWords was cheap.
Nobody was buying them, I was the first person to buy all the wine terms. They were 5 cents a click. And because nobody knew, I was able to build a very big company. Meanwhile, while I was doing that, a gentleman by the name of Jeff Bezos, had a lot of capital, had a lot of talent, and he became by far Amazon.
Amazon was Google AdWords biggest ad spender, for the first six years of that platform, stick with me here now, by a 30 X multiplier against E-bay, which was number two. That organization figured out the attention was so underpriced on Google search, that they bet the house on it, and used many things, but that move is a foundational brick to why Amazon is a company that eventually will have to probably be broken up by the government because of their dominance.
There is nothing more valuable my friends, than you being able to get the attention of the person that decides to give you money, right? How one does that? I think about all of the golfing, and steak dinners, and booths you buy at conferences, and direct mail, and print. And then I think about the last seven years of people doing some social media, but then doing it with their niece, or a come-by lately person that says they knew how to do it because most business owners didn’t know how to judge it.
And so I understand why we sit here today in 2021, with people confused about is this important or not? Is it good or not? Does it do anything for my business or not? But I would leave at this, and I’ll go into the next questions. Andrea, Caitlin feel free to navigate me by calling on someone. The ROI of a basketball, for Gary Vaynerchuk, is about a negative $150,000 at this point, given the injuries that I’ve incurred in the last five years, of two torn meniscus and a broken foot.
The ROI of a basketball for LeBron James is gonna be North of a billion dollars when that gentleman goes through his life. This is about knowing how to use the tool. But the ROI is there, and I wanna motivate people to take a second third, fifth, ninth look, at the content and media ecosystem for your businesses, because I see it work every day of the week, every day of the week.
– Gary there’s an interesting question from Cory. Cory, I don’t know if you wanna maybe address your question about measurement. – Sure. Hey Gary, it’s Cory from J and J. – Hey Corey. One of the questions I have is just if you think about the infinite number of things that you can measure track of the volume of data, I’m just curious, like what is the, if you had to bring it down to one metric that matters, like what would you measure as a leading indicator for whether or not you’re being successful in this space? – I only measure sales.
And, as you know, because I work with Fortune 500 CPG brands, everything that that world does, does not measure sales. This is why I’m so happy about Amazon and direct to the consumer because it’s gonna bring that DNA into the J and J’s of the world. As a leading indicator that you’re on the right path, what we do is we do isolated media spend, and show clean and clear.
I’m working on this in real-time. I’m gonna show clean and clear, that in Chicago at Walgreens, we’re selling more stuff. It took us getting the clean and clear team, to allow us to make thousands of pieces of creativity, with micro media spends so that you can measure because you’re isolating.
An indicator is a qualitative feedback. The number one thing that has shown me actual business results, more than clicks, follows, shares, is real humans saying things about the product or service, that not only leads to an indicator, but usually leads to the iteration of the creative, or the product and service, to fulfill the real human’s needs, aka insights from the written words of people when you run the ads.
So for example, back to the Carol example, if she gets 29 comments from those real estate agents, if she reads that and sees an inspiration, or an observation, or gets positive sentiment from there, it’s been a real indicator for business success. But I suffocate the media and the creative. You live in a world where, because media and creativity are separate, and nobody wants to be accountable, every agency that works with J and J doesn’t wanna be accountable, which is why there’s no measurement.
We come in and wanna be very accountable, and so we suffocate media and creative, to prove sales lift at steel shelves and retail. – Right, thank you. – Yeah, of course. – And what did you post there? You have a tracer. tech. – This was a company that we incubated internally. We just took it out of our ecosystem.
You should inquiry. I know that Sanofi is a client of theirs. It’s part of the VaynerX family, they’re a SAS data analytics, almost like Datorama 3.0, of really measuring the true indication of how to measure creative, for a company as global as you, with so many other things that you’ll be activating at the same time.
So it might be worth you getting at least a little demo with them. – And Charlie, you might wanna share your question about how and when do you jump on new formats that are coming out in the B2C world? Maybe Charlie’s not, he’s not here. – I think you’re on mute. – [Charlie] How’s that? Is that better? – There you go, Charlie.
– Fantastic. – Wow, I was on mute. – No worries brother. There’s an explosion, I’m Charlie Harte, I’m with LEDVANCE, better known as Sylvania. that’s the brand, we sell in the B2C space. – Yeah. – And my question is there’s an explosion of platforms. You can interface with cost consumers over what appears to be a myriad of different platforms.
The last one that came to my attention was Pala. – Correct. – When do you know when you need to jump on? You just jump on as soon as you can, is it splash, paint on everyone, or what? – I’m a big fan that this is all about consumer insights Charlie, and so for me, Pala is the greatest indication of how to understand the psyche of the conservative point of view Americans right now.
And so I’m on it, watching and listening, and learning, as a human, but to be frank as a businessman. And so I believe that people think of these platforms as I have to go on there and sell, make money. This has to be worth my time. To me going on these platforms early, the worth my time is getting early indications of the psychology, and the anthropology of how humans think, which then I factor into how I create and do.
So I don’t see how, in any shape or form, when everybody here is selling to at least 50% of humans, that think the way that Pala does, why that’s not a good use of two hours. Even if you’re the most liberal-left person in this room. When you put on your business hat, the insights are very important.
And so, but you also have to know the demo, right? I know that that skews dramatically far right to the middle right, and that’s the psyche, and why they’re there. I know that TikTok was a young girl at first, now it’s a 30 and 40-year-olds, all of a sudden may hit the radar here. The reason when I saw so many, all I’m doing is listening to all the time.
The reason I asked how many people here are B2B, and I see 80% of the hands go up, now all of a sudden I’m gonna talk a lot about LinkedIn because I wanna bring as much value to this audience right now when I’m with you. So I think it’s context, distribution, things of that nature. You gotta know whom you’re selling to, what you’re selling.
And then there’s, so if you’re a consumer product, you have to have a massive Facebook and Instagram, strategy and execution, because it consumes, it takes up so many people’s hours of mind time. It’s like, Facebook and Instagram combined, is like running commercials on MASH in the eighties, everyone’s seeing it if you’re good at it.
And so that’s how I think about that Charlie. I think for everybody here if you have ambition, if you have professional ambition, every one of these things that pop up, is worth five hours of your time. If you’re a private person, create a fake account, make it about your business, not you.
Create a fake person, I don’t care. But learn what people are doing on it, and how they’re thinking when they’re in that room. Because once you understand that Charlie’s a different person when he’s going through his LinkedIn, then he is when he’s going through his Facebook, once you understand that, you’re gonna put out different videos and pictures on those platforms.
This is a creative strategy. And that’s something that a lot of people miss the mark on as well. Everybody just wants to use all these platforms as distribution Charlie. Everybody’s looking for efficiencies. Hey Gary, can I just make one video and post it everywhere? No, you cannot. Do you act the same way with your grandchildren that you act with your boss, that you do with your girlfriends on your 50th anniversary, meet up in Las Vegas? No.
You have different angles to your personality. Why would you put the same video on TikTok, that you’re gonna put on LinkedIn? You couldn’t be more different with the potential people that are gonna be consuming that. You have to make your product, service, and what you’re trying to accomplish, completely contextually different in those environments.
But people value scale, and lower (indistinct), versus relevance. Corey, back to your world, this is my biggest problem with big corporations. The value potential reach, over actual consumer relevance, which is why you get one commercial, and you get one big media to spend, and then you get a little bit of bullshit matching luggage for digital, that’s usually done on programmatic garbage inventory, and you call it a day, and then everybody’s trying to figure out why we’re losing market share.
It’s ’cause we’re not consumer-centric. Putting the same video on LinkedIn, Twitter and Facebook are not being consumer-friendly. It’s being efficient for you on distribution, but you’re wasting your time more than you’re winning, because you’re not getting to anybody, back to the vanilla analogy that I told Carol, ’cause nobody gives a shit.
– The reason for that though, is they’re trying to be brand consistent, right? So they’re doing the same thing across multiple platforms to be consistent across your brand. – But that’s a thing that’s taught at business school, and taught at university. It doesn’t play out to real humans.
Nobody walks around and talks about brand consistency. Nobody. – No, but that promise of the brand needs to be relevant in whatever space. – Yes, but think about it. If I said to everybody right now, everybody writes down what Nike means to them. Everybody writes down what Coca-Cola means for them. You’re gonna get different answers.
They may be some thematics, but you’re gonna get different answers. And until we as companies understand that, that it’s more about relevance, this brand consistency that big companies play on, is academia, it’s corporation talk, it’s politics. It doesn’t manifest in true practicality on the consumer level.
– [Charlie] Okay. Think about even back to the B2B people, what you might say to the actual CFO or CIO, may be very different from somebody you would say two layers down if you’re a salesperson in here. And you have to replicate that in the content that may inspire them to bring awareness to the decision-maker.
Context, it’s incredibly important. It’s how you get to 15 pieces of content. If you’re religious about context, you now understand 15. If you’re thinking about efficiencies for distribution, you’re thinking of one piece of content. – [Standabic] I had a question if I can. – Please.
– It was just on content. But, before I ask the question, my 17-year-old daughter was walking by my office, and said, “Is that Gary V, online?” And I honestly didn’t know, I mean I did look you up. She goes, I follow him on TikTok. I watch the YouTube videos, and so I’m clearly out of touch.
– But you’re not out of touch, what’s your name, my friend? ‘Cause I can’t see basically. – Stan from Toronto. – Thank you, my friend. Stan, what you just did, is the greatest thing that any teacher ever wants, which is you just gave affirmation to everything I’ve just been talking about.
My ability to have 17-year-old girls in Toronto know who I am, and 64-year-old businessmen and women on LinkedIn, like I am cross-platform and what I put out on TikTok, as you can imagine, let me say, hi, what’s her name? – She’s like wow. – Hello. – Hi. Thanks for listening to my content, I appreciate it.
– Yeah, thank you. – What do you like about his content? Honestly, I love how passionate you feel about your work, ’cause when you talk you sound super cool, and it’s inspiring. So thank you. – Thank you for saying that. It’s nice to meet you, thank you. – You too, thank you.
– As everybody can imagine, what I’m putting out on TikTok, to bring that inspiration, might be talking about the pressure of parents worrying about grades, or hey, you’re 17. I promise you as a 45-year-old, you’re way younger than you think, you don’t have to have life figured out, or hey, try a lot of different things because the world’s gonna change a lot.
Nobody thought that Esports, playing video games 20 years was a good idea, now those people make tens of millions of dollars. There’s a lot of parents that are upset that they, Kurt I’ll never be able to, until I buy the Jets Kurt, I won’t be able to figure it out how to, that’s my goal.
I gotta buy the Jets to figure that one out. But Stan– – So my question is on content. Like just this morning, my head of digital marketing, who’s an engineer saying, hey, you gotta like all this stuff we’re doing on LinkedIn, you gotta amplify it, I guess, I mean this is eyeopening to me, is I guess I’m content, I feel like as the head of the company, that if I’m putting out content, it should be of different or higher quality.
And does that make me a content snob or should I, am I looking at it differently? I guess the question is that as a head of an organization, the content that we’re putting out if you’re putting out 10 or 15 pieces of content, it’s gonna be really hard for it to all be good unless someone’s doing it for you, but how should we view that? Or I guess I’m looking at it very differently.
– We do this at VaynerX, right? Our company puts out a lot of content, and I put out a lot of content, and they’re very different. Caitlin and Andrea here who deal with a lot of our business, content is just created, is a video of anything that you see on a social network, that’s content, a video, a picture, a written word, you know, that’s content.
It’s just, it’s a print ad, a billboard, a radio ad, a jingle, like anything that’s consumed. Stan back to you. I would argue that some of the content that I put out, actually makes it hard for Andrea and Caitlin, to get our company to get business. Because I curse, because I’ve got a different edge, and sometimes a very conservative company that wants to work with VaynerMedia, may be turned off by a founder, that’s a little too Jersey.
I would argue that because I’m authentic, and I’m passionate, and it’s not coming from a bad place, that there’s a lot of people that find that refreshing, and want to work. I think the content you need to put out is the content that’s true to you. You know, the truth of the energy of the intent and truth, always over-performs, whether you’re very conservative, very silly.
Your sense of humor is your strength, not your weakness, this whole notion of suit and tie, look professional, it’s dying by the second. And we need to recognize that. Now one may think that’s bad, and I understand that, I genuinely do. I just am not in the business of judging society, I’m in the business of reacting to society.
And I think a lot of people get caught up in that. And I think your company should be putting out a certain piece of content, and different kinds of content. And I think you should be putting out content. You being an avid fisherman or loving hockey, or being into a bourbon, or liking golf, maybe the connection point in that one video, or in that one article that leads to somebody considering to do something with you.
– Thank you. – You’re welcome, thank you. – Gary, there’s an interesting question that might kind of piggyback off on that theme that comes from, and I apologize, I might mispronounce this Ruback wealth team, talking about how do they make sure that they’re putting out content that can be picked up by the media, meaning PR.
– That takes being PR savvy, understanding what, understanding that PR is selfish. They’re not in the business of amplifying your business, they’re in the business of getting people to view things. It’s why we all get mad at the news for being sensationalist. The problem is they were forced into it as a business because that’s what we react to.
We like rubbernecking, unfortunately, it’s the human spirit. You know it is what it is. I think you need to be clever. You need to understand a different take. I think being very culturally relevant. This is why I like everybody producing content because it’s gonna teach you about what’s going on.
I love Craig earlier for bringing up Pala, right? Maybe you put out like a post on, for example, if I wanted to press, I would immediately write a LinkedIn post right now saying why I’m considering Pala, and what I see there. I guarantee (snaps fingers) you get somebody reaching out to you wanting to be in an article.
‘Cause, they all wanna write about it, ’cause it’s a polarizing thing right now. I think understanding that the media is selfish, they’re not in the business to be your publicist, is the biggest mindset that I see people not understanding. And so that’s, you need to bring them value, not them.
They’re not there for you. So it’s a mindset of what you wanna talk about, and what you put out there. – There’s an interesting question from Shon Bayer. They’re a B2C company, and they’re interested in– – Let’s get Shon here, yeah. – Yeah, we’re a B2C company. So we have consumer services, spot services, but then we also manufacture products that are sold – Okay, you’re on both sides.
– B2C and wholesalers. Yeah, I love that. – What’s that? – You’re on both sides, B2B and B2C. – Yeah. My question is, we’re trying to ramp up the amount of content marketing that we’re doing across multiple channels, but we still have a very large paid digital budget.
What are your thoughts on how to determine, how do you set your budgets for resources and time for that? – Yup. I am far more allocated to content creation, then media amplification, than almost anything, or anyone I’ve ever seen. In a world of 80, 20, and I don’t know if you’re even more extreme, ’cause big companies will go 80, 20.
For everybody to catch up with what we’re saying, 80% of the money that you do for marketing, is spent on placing the ads, amplifying them, media spending. In the old days it was 80% of the money was to buy the print slot, and then 20% was to make the ad. 80% was to buy the television, and 20% was to make the commercial.
80% is to buy the Facebook ads, and the Google ads, and 20%. You know I’m more of a, you may be stunned by this, I’m a 60, 40, content guy, which is just like insanity for most business people. But I just know the creative is the variable, and I’m also extremely good at understanding underpriced media, right? So when you’re great at the media planning and spending, when you know how to go long tail Facebook, when you know that TikTok’s grossly under, when you know your shit, you’re able to pour more.
Because I know the creative is the variable of success. Now, I’m the extreme of extremes. I don’t even really recommend it, but I think you have to be somewhere in the 70, 30, 70 media, 30 creative. Do you have a sense of where you’re at right now? – Oh yeah, it’s probably like 90, 10.
– 95, 5, yeah, yeah. – Yeah, yeah. That’s it, knowing that you’re a little bit deeper, than some of the quiet like that’s the big unlock. Oh, okay. And then, by the way, you gotta audit that 90. Like what are you doing? Because where I help a lot of people, is when that 90 is bad (laughing) at what it does.
– You can imagine when you take it to 70, and it’s better than a 90, and the money goes into great creativity. Now you’re getting into a real game. – Yeah. – And that’s honestly, so many people are just CAC, they’re metrics-oriented, not business-oriented. – Right. – You got a good price on our impressions.
Or they might be too business-oriented. Gary, don’t talk to me, I’m acquiring customers for $210, and I’m making enough profit on that. And I’m like, cool, but isn’t acquiring customers for 130 better. And wouldn’t you be willing to go to 260 for a little while, to find the thing that gets you to 130?
So what I’ve come to learn my friend, is I just can’t believe how many people are not business-oriented when they talk about marketing. They either don’t understand it, or they don’t hold it accountable to the business. I grew up in a family liquor store business, where we were immigrants from the Soviet Union, and every dollar I spent, Sasha Vaynerchuk, really cared if I did well or not with it.
So my marketing training was only business-oriented, not going to brand school, or getting brought up in Procter and Gamble, you see where I’m going. But I’m a brander. I’m a marketer, I’m not a salesman. And I think too many people give up on branding and marketing because they’re salespeople, and they wanna know what every single penny does for them right now.
(snaps fingers) And that’s why I always beat them. Even though my energy looks like I’m the hare, the rabbit, my actions are very tortoise, thoughtful insights, slow, learn, pour lighter fluid on what works. My excitement for my model is high, that’s what you’re feeling right now, but I’m very slow and calculated.
I’m building a consumer, I’m building a business right now, and I’ve been taking the last 11 years running VaynerMedia, to build the bricks and the steel for the business I’m gonna build, which is I’m building this entire marketing company, just to buy businesses.
The reason I started the Sasha Group, the small business version of the VaynerMedia, was A, truthfully be told, ’cause I enjoy these businesses a little bit more. You know it matters when you do good work for a small business, you can like, people cry when they talk to me. Immigrant moms hug me, like fun stuff.
But I also did it because I don’t know what I’m gonna buy. I might buy a 47 chain pizza shop in Canada, back to our friend in Toronto. And I wanna be great at marketing in Calgary. Like this is very calculated for me, and I want it to be for all of you. Because I think social media or marketing gets a bad name.
It is the internet that commoditizes everything, but the ability to communicate. All of your businesses will continue to get pressured by the internet infrastructure. It was the limo services, it was the hotel things. If you’re in real estate, Zillow’s coming after you, like everything’s gonna continue to happen this way.
And you know, the networks didn’t see Netflix coming, right? Like the car, companies didn’t see Tesla, Technology and the internet is gonna change everything, and if you don’t know how to communicate on it, you’re not gonna have a protection mechanism, when it comes to your business.
It’s like a tidal, it’s like a huge wave. Either everybody here realizes, hopefully, this is the serendipitous moment that you decide to build a great surfboard, or that wave is gonna smash you in the face. – Gary, Jim Schleckser has a question about where there are media bargains today? – Jim, Jim, where are you, brother? There you are, brother.
So Jim, where’s your target? I mean TikTok is by far the one. – So we’re B2B management consulting, CEO advisory work, we spend a lot of time on LinkedIn, variety of flavors in LinkedIn. – Do you spend a lot of media money on LinkedIn? – Not a ton. I wouldn’t know. I wouldn’t say we’re at your ratio on content, but we’re a lot of videos– – But you’re getting it from the org.
You’re putting it out. ‘Cause LinkedIn also gives you good organic reach, so you’re satisfied, which makes sense to me Jim, you’re satisfied on making the content, and putting it out organically, not doing what I want, which is you pick four target clients and you make, I’ll give you an example, I want everybody here to this.
Jim let’s play. What would be a company that you would love to be doing business with? Like you wish they hired you or used your service. You know a $200 million valve manufacturer in Milwaukee would be awesome – Beautiful. – client for us. Just being random. – Beautiful. No, I love this.
If you and I became partners tomorrow, et cetera, brother who here can get me the data on every company in America that looks like that. Then that would come. Then I would go on LinkedIn, me or my, whomever I brought over. And we would look at which companies are registered that are big enough that have enough employees on there, that we can target the employees of.
– You gotta do an employee count, ’cause they don’t do revenue. – Correct. So, right. So you’ve gotta look at those things. Once that happens, we target those companies and we make content that looks like this. Hey, does your CFO, or who’s the decision-maker in your, head of procurement, CIO, CFO? – Us, CEO decides?
– In your world? – Yeah. – Beautiful. So I would produce content that looked like this. Hey, does your CEO know that she or he is losing, I don’t know your value prop, but I’m sure there are six of them. If you had dinner with a CEO, right. I would make those six value props, I would make six different ways, written word, video.
Now I have 36 pieces of content, that we’re targeting against the employees of one company, with the hope that one of them forwards it. Got it? Influence the influencer. – Yeah. – Got it? See where I’m going. – So we gotta get somebody to put the scope bottle on the desk? – Yeah, (laughing ) that’s exactly right.
That’s exactly right. And when you, or when you’re broad enough and you know it’s the, anybody here have an interesting job title, that is the decision-maker like chief procurement, CIO, anybody here has anything that’s not CEO? You can unmute, just trying to give another analogy. – I’ll give you.
We have a client that sells outsource business services. So it would be like a manager of outsourcing or call center manager, or something like that. And sometimes procurement, sometimes VP of procurement. So it could be any of those three. – Yeah, exactly. Like just the sheer technicality that you can get into a LinkedIn environment.
And again Carol, back to you, right? Notice how I just talked about one company, 36 pieces of content, because there are six value props. You wanna say it’s six different ways. ‘Cause, you don’t know if it’s the video, the written word, the picture. And so, I mean this is real stuff everyone, I’m telling you, this is real stuff.
We have a glass manufacturer that wants the industry to use glass, is blown away by what’s been going on in the first couple of months with us. We have, we work, right? They have so many challenges with coworking, and this might like, but we’re blowing B2B companies away with our work in LinkedIn.
And by the way, Facebook has been proven to be an incredibly effective B2B channel as well, when you play on the media on certain targeting, if you know a certain thing like universities, there’s a lot of different things. This all goes on what you can target, and then once you know what you’re targeting, you know what you’re gonna say.
But Jim I think you’ve gotta rev up the capabilities, whether internally or externally, around media spend on LinkedIn. – Okay. – Now most media– We do retarget, sponsored content, that kind of stuff. – Fair enough. – So we’re missing a ton of tricks. – Sponsored content I would get out of.
It just makes you feel good that a lot of people saw it, but they’re not the people that you want. Retargeting, I love. Anybody that’s come to your website, keep pounding them till they give up but prospecting where the content knows who’s seeing it. Got it? – Yeah. – It goes back to Stan’s daughter.
I know 17-year-olds are seeing my TikToks. You can imagine how that affects what I’m saying, versus what I’m saying to a 58… I’ll give you one, as a human, I’m passionate that people in their fifties and sixties are delusional about how much life they have left ahead of them, but society has convinced them that they don’t.
So when I make a video to talk to those individuals, and I’m running that on Facebook, 55 to 75-year-olds75-year-olds that are entrepreneurs or executives, I may curse less, the answer is I do. I may talk about different analogies. I may make a joke about razzing about, hey you don’t want your daughter making fun of you, let’s show her.
Like everything that comes out of my mouth is different. I did it met it in here. I asked, I’m bringing it up again, but I want everybody to hear me. Once I understood how B2B this is, look how much LinkedIn I’m talking about. If this was B2C, I’d be talking about other stuff. in this time.
Context. – Gary, Robin Whalen has a question about auto-generated content. Robin are you, can you shed a little bit more about that? – Hi Gary, I run an ad agency, a social media agency in Toronto. – Very nice. – And we are, I’m hearing you about how important creativity is. And I would put it when you look at media, and you look at the offer, and you look at creative, I would put creative in terms of the element that drives the most impact.
So, sorry. (machine whirring) One of the things that bother me the most is auto-generated creativity. And what I’m seeing in the industry where there are clients are wanting to spend less in the development of the idea, because they can get free creative through Google display network or whatever.
Your thoughts. – My thoughts are, it’s a nice thing to have two, to 3%, of your energy on, but big companies and clients love it because they think they’re saving money, but they don’t realize they’re not getting the business results they want. And because they’re scoring on costs, not on long-term business results, they think it’s a good thing, but it’s a bad thing.
– Oh, okay. I agree. I just always wondered if there’s a different perspective out there. – You know there are different perspectives when somebody’s job in a big company for marketing is to drive down the cost of creativity, and that’s their KPI, and their boss said to them, if you cut this by 20%, I’ll give you a bonus of 10%, and they go and do it.
And that’s because they play defense, and they’re not consumer-centric, and they’re building their business in an Excel sheet, and as a CFO, not as a CEO, that’s who likes it. – Amen. No argument here, thanks for that. – Kelvin Johnson, you have a question about a brainstorming process that’s gonna lead to the best content.
You wanna fill us in a little bit more on that. – Yeah, you mentioned, I like your ratio. You mentioned you’re over-indexed on content, versus the media spin, and just what tactics tools, resources, do you, having a great story, a great narrative is super important. How can people get better, and what’s been your secret solves that continuously produce that great content? – Kelvin, I’m gonna give you a crazy off-speed pitch.
Are you ready? The complete most important ingredient to the question that you just asked, is HR. It’s culture. The only way you get great ideas is if people feel safe to say them out loud. The reason most organizations and companies struggle with good ideas is there’s usually somebody in the room, that is the killer of ideas, imposing his or her political will against the rest of the crew.
Humility, kindness, curiosity, are the elements to unlock what you’re asking, and unless you have a culture of that, if you’re the boss or like, I don’t like that, and you make people feel scared to throw things at you, you’re dead. If there’s somebody ahead of your creative, and she or he wields their political clout and justifies their being based on judging everybody else’s ideas, you’re dead.
This is a cultural execution. And that is why I think Vayner’s world exploded, ’cause we focused on that. We thought that was the seed, and now we’re getting the dividends of it because people feel safe on the first day to throw something against the wall, and not have some senior creative, make them feel little.
– And the follow up with that real quick, any like routines that you do personally, or waltz, or anything? – Yup, yup, I put out all the content. I have a thought, I make it, got it? People demonize quality, people demonize quantity when it is the singular unlock of the internet infrastructure, and that’s why everyone’s struggling.
For 50 years it was subjective quality conversation, mad men era. Bosses being bosses. And then the internet came along, where it would value you if you could put out a lot of things because it would give you feedback loops that were clean data. I don’t suppress my ideas. I don’t need to take a walk or exercise, or meditate, or drink tea, when I feel safe and put it out, that is all that.
Those are band-aids to bad human behavior. Hmm, I like that one. (laughing) – Gary, I think we might have one time for one more question. I know you gotta go at 1:35, but there’s a question from Boris, who comes from the charitable sector and fundraising sector. Boris, maybe you wanna fill us in.
– Yeah, for sure, thanks. It’s great to listen to you, Gary. Look, I typically meet with philanthropists, like successful entrepreneurs basically that have made enough money that they can make a gift at the end of the year, 10,000, $50,000, and I ask very personally, I kind of pitch the organization, the impact we’re having.
It’s very high touch, and all that is out the window with the pandemic. – Right. – I wonder if you have any insights on how to tell the sort of invite people who make significant philanthropic gifts in a different way than just the high touch relationship. – Well, first of all, Boris, and I’ve been doing it ’cause you know, I’m on Charity Water, and Pencil Promise, and I’m on the board, and a big driver.
I converted those drinks, and cocktail hours into this. And then back to the point of this whole talk. And after we do this, I asked sometimes perspective people, if they would allow me to chop up the video, and use it as content that I put out on LinkedIn, and target high net worth individuals. I only live in a world where I want every minute of my life to be recorded so that I can then post-produce it, for my ambitions.
– Yeah, that’s cool. – It is cool. – I’m only starting to do– – It’s very efficient, right? You get four people together, you do your spiel, it’s a good thing, there’s a moment. But now you got your spiel on film, and if you get the permission for those four, and you may or may not, because given the nature of who those kinds of people are.
But guess what? You might not even need them because it might just be what you said, is what you’re chopping. I don’t need any of y’all, for my content here, ’cause I could just use my part of it. – Yeah, that’s cool. – I hope everybody enjoyed this and got some value out of it. I wish all of you a healthy and awesome holiday.
Thank you so much for your time. – Thank you, Gary. – Thank you so much. – Thank you for saying that. – Thanks, everyone. – It was awesome Gary, thanks. – I appreciate that, Jim. Bye, everyone. – Thank you. – Thank you, Gary. – Thank you, it’s very good. – Thanks everyone, and if there’s anything we can do to help you if you’re looking for talent if you’re you know if you have other questions that you just thought of right now, feels free.
I’m gonna put my name in the chat as well, and I’d be happy to have Gary respond to anything else that you might think of, even throughout this summit that you’re so lucky to be attending. – Andrea, thank you so much. – Thank you, Sid. – Hey Sid, looking good. – Thanks for helping us set this up Andrea, it was awesome, thank you.
– Oh, thank you. Thanks for all the participation, that’s what makes this, makes it hopefully more practical and gives you a little bit of inspiration on the side. You guys are great. – Great session, I have a lot of homework. (Laughing) – Don’t we all. (Laughing) Don’t we all. I’m just trying to keep up with Gary.
Oh my goodness. – Thank you Andrea. – All right, thanks, everybody. Have a great summit. (dramatic music) YouTube watcher what’s up, it’s Gary V. First of all, thank you so much. I hope you’re doing super well during these times. I also wanna ask you, please subscribe, because my commitment and exploration of YouTube, is about to explode, stories, polls, more content, more engagement, more surprise, and delight.
Source Link: https://www.youtube.com/watch?v=Zq3_7W_C5qI