(audience applause and cheers) (upbeat music) - thank you, thank you. schmarvard. good afternoon san diego. (audience cheers) so i have a new book comingout called askgaryvee mainly because the truth is, i really don't evenwant to speak right now.
i just want to godirectly into q & a because i can pontificate my theses all day long on stage and have for a long timein my career at this point. but the truth is, i thinkit's far more interesting to actually startanswering practical questions that a lot of peoplehere are trying to deal with. so i'm going tospiel a little bit but i'm going to gointo q & a for quite a bit.
i asked for alittle bit more time. so hopefully someof you can push back your dinner reservations 'cause i wannakinda sit on that chair and answer your questions. another quick request,i know you're probably filming but is there any way to turndown the lights a little bit and turn up the roomlights so i can see faces? and if not i totally getthat if you guys can't do it,
but that'd be awesome. so what do i want to talk about? look i think that there's a lotof things we can talk about. number one i thinkthat i like social media. or how many of you are familiar that over thelast three to six weeks i've become a 14-year old girl, and am completely obsessedwith snapchat by show of hands? (audience chuckling)
cool, actually raise 'emhigher i just wanna get a sense. so first thank youall for paying attention, second of all, what a lotof you are probably trying to figure out is, where do i sit on snapchat,why has it become so fierce? my life and my career andthe reason i think i can buy the new york jets ispredicated on one core talent. i actually think thati suck shit at 99% of things but there's one thingthat i do extremely well
that luckily for meends up making me successful which is i've got agood sense of what you're gonna do before youthink you're gonna do it. right, so, my firstsuccess happened in 1996. in 1996 when i launched winelibrary.com, i launched one of the first e-commerce wine businesses in america. you know, there'sa lot of youngsters. as a matter of fact, howmany people by show of hands,
i know you're gettingtired later in the day but don't bullshitme, just give it to me. how many by show of handsremember the world pre-internet? raise your hands. nice, so there's someold fuckers in here like me. (audience laughter) so if you went back there,if you guys remember, what i remember,literally people told me that the internet wasa fad, literally.
like, this wasn't going to last and what is this and literally thefirst time i ever pitched winelibrary.com, thefirst person that asked me how i was going to deliver winethrough the internet thought that i was going totake a bottle of wine and put it in a wireand it was going to show up at somebody's house. so like, this iswhere we were kids,
back in '96, people weretrying to figure it out. what i knew was thatpeople were going to buy wine. how many people herehave done wine online? how many people here havedone e-mail marketing in their careers?raise your hands. great, in 1997 i had a 800,000, excuse me, in 1997 i had a 200,000person e-mail newsletter, for winelibrary.comthat had 91.2% open rates
and 67% click through. by the way, not 'causei'm so fucking special. it's because nobody fuckingdid e-mail marketing in 1997 and we hadn't, we hadn'truined e-mail yet. like e-mail was fucking pure, guys people lovedfucking e-mail in 1997. we read every fucking word. it was good and thenwe fucking came along and ruined that shit
and basically alli'm doing right now is systematically figuringout how to ruin snapchat. and when i say ... (audience laughter and applause) fuck i reallywant these lights down because your faces are legit, that's why i'mdoing this, sorry. when i say ruin, i mean,what i really believe, more than anything,this whole spiel of branding
versus dr,conversion versus that. yeah, i'm really fascinated. i wish i couldtalk to every one of you because you'reanywhere from 100 and zero to the reverse of 100 and zero. for example myclients toyota, pepsi, dove, you know thebiggest brands in the world that drive my business right? our clients have to pay
$60,000 to $70,000a month for us to do their social media right? but they're biggest brands, we're notlooking for local stores, you know these arecompanies that are paying me a $100,000, $200,000 dollars a month. not only forstrategy and account work but the producing of thecontent, the paid strategy. real fucking work,things that they do on tv
and other places. they go on the spectrum ofbranding extremely far, right? they think it's all branding,they don't even know if they're converting. my mountain dewclient doesn't know if their tv spotduring the super bowl or that picture oninstagram is really selling all the way through 'cause they don't control 7-11
or albertsons, theydon't have the full funnel. a lot of us here dohave the full funnel, whether we're e-com orwe do our own business. so what happens with us aka the companiesthat i used to talk to, back in the earlydays of the internet, only seven or eight years ago, livingsocial, zynga, groupon. i would talk tothem a lot about,
you're getting waytoo addicted to just math. because you'replaying on conversion but you're not thinkingabout lifetime value or brand and then as so manyof you have probably felt already in your careers. if you're just winningthe first result on google or google adwords, guys,in 90, the day google adwords, just to tell youwhere i come from and a lot of it's funny.
i know i'm bouncinga little bit here. as i go in hardcore in socialand nine, ten, eleven, twelve. i would be negativetowards google adwords and e-mail marketing and banner because all my digitalcontemporaries were living that and they would bust my chopsand i would explain to them it's only 'causeyour catching me in 2012. in 2001 and two and three,the only thing i did talk about was digital 1.0, e-mail, e-comm,
landing page optimization. guys i was doingbanner ads in 1996 that were getting 13% clickthroughs on certain wine sites. right, so, like, numbers that are just not real. numbers that youcould never replicate, i owned the wordwine on google adwords, the day it came outfor nine and a half months at five cents a clickbefore anybody bid me up. right it's like, laughable now
because it's a fuckload of years later. but at the time people didn'teven know what google was. i started my youtube wine show which is really whatbrought me to this world. less than a yearafter youtube came out, when i would tellpeople that i was doing it, people didn'tknow what youtube was. there wasn't asingle video on youtube when i started wine library tv
that had a million views. for the first year and ahalf i did wine library tv, nobody fucking watched, right? and so, i guess whati'm thinking about is what's the differencebetween my behavior and the majority ofthe room's behavior? what is it aboutthe way i operate that allows meto hold my breath, let's call it, what it is.
like, hold my breathfor two to three years and allow themarket to come to me? when i startedvaynermedia in 2009, when i went to campbell's and the nhl and pepsito take them as clients, to pitch them, literally in the room i would say, look campbell's,you need a facebook fan page. literally, i just need you guys to wrap your head around this.
they didn't know what it was. they didn't evenknow what facebook was, like literally thank god! one person was like, i think that's thatshit my kid's on in college. and so what i'mfascinated by is mapping every person in this room of how much do theycare about brand versus dr. i have friends andhomies who make lots of money.
million, two million,thee million dollars a year and they're all dr.it's all math. it's just quantarbitrage, right? whether it'slanding page optimization, google adwords, facebook ads, whatever it is of the moment, they're driving to a place, they're converting and away they go. passive income in somepeople's minds not in others.
it is what it is. it's a marketplaceand it changes. the word wine was fivecents a click at one point. then it becomesfour dollars a click. it's just marketplace dynamics. i've been yelling myfucking ass off for four years about facebook ads. and a lot ofpeople in this room, 'cause i've beenwatching twitter stream,
two, three years agodidn't believe in it. because it wasn't converting as well asgoogle adwords for them. and thus it wasn't something they paid attention to. and now they've justfinally figured it out. the problem is all those cpms and all thatattention is more expensive than it was four years ago. and so the debatethat we should have
in this room understandingthe makeup of this room from my point ofview is what's the timing? and more importantly, whatare you trying to accomplish? so for me, the world breaksdown into sales and marketing. they're one and the same.i was thinking about schmarketing but i'm working on it. i believe in my heart mainly because isearched the hashtag and clicked a lot of yourprofiles on my flight here
and was gettingprepped for this talk that the far majority of thisroom is in the sales business. they're trying toconvert a certain thing, to drive certain revenue,and they're trying to achieve certain short-termmonies for their careers. i think a muchsmaller percentage is in themarketing business where at this point,whether it's my personal brand or my wine business,
my wine business hasdone a lot of things wrong for the last sevenyears without me involved, but the brandwas so goddamn strong that they've basically doneeverything wrong for seven years and yet the business was strong 'cause it's winning on brand. right, when we talk and makefun of things that suck, they're winning on brand. you can be wrongfor a very long time
and have youractions be really wrong once you become a brand, but you have to have brand, real brandstrategies and thoughts. for example, aspeople in our space over the next 12 to 24 months start talkingmore about snapchat, there's a disproportionateamount of people in this fucking room thatare gonna think it's stupid
and not believe in itbecause there's no functionality to quantify thedirect roi in a transaction when you'remarketing on snapchat. it's the reason so many ofyou missed the instagram boat as a major play for you because each postdidn't have a link out and because youcouldn't track the conversion or make your saleor do those things, you didn't value it.
the value curve of a transaction versus the lifetimebranding of something is the disconnectand the opportunity. period. that's the arbitrage. now, it goes horriblein the other direction. let me show youby show of hands. how many people in this room, when they watch television,outside of live sports
and the oscars are now watching tv on their time. not when it airs, but you're watchingnetflix, hbo go, dvr. you're watching on your tvat this point on your time. if you're doing this,raise your hand because i wanteverybody to see this. raise your hand ifthat's how you do it.
hold on. actually, you know what, fuck it, i needa snap real quick. give me a second.(audience laughter) give me one second. thank you very much. hold on, i got a concept. hey corporate america assholes, this is howeverybody now watches tv.
they're raising their hand 'cause they don'twatch it when it airs, which means they're not watching your fuckingbullshit commercials. (audience applause)cool. so, everybody inthis room, everybody, is now watching television on their time which means they are fast forwardingevery single commercial.
and god forbid, god forbid, i don't know, your remotecontrol falls off your bed and thecommercial actually airs, every fucking person inthis room grabs their phone and checks their email ortweets or checks their social. which means, that the entirefirst 12 minutes of this talk has been predicated on theonly thing i do for a living, the only thingi do for a living,
besides try to guesswhat you're gonna do before you thinkyou're gonna do it, the only thing i actually do a for a living is day trade attention. let me break thisdown because i really hope that two fuckers understand this and go on to make a lot of money. i day trade attention. what does that mean?
here's what it means. direct mail still works, it's just overpriced. right? how many peoplehere, by show of hands, can't wait to leavesunny san diego, go back home, get to their house, and carefully gothrough their direct mail? one.
carol, you got somefucking problems. (laughs) how can direct mail, aspost has just gone up in price over last 30 years, while we have so manyother options to do things and not look at it, how candirect mail be a viable media? it is, it can work. multi-billion dollars spentby brands and business to do direct mail. some of you aresitting here saying,
"my direct mail's working." that's great, it can. if you have a business model that sustains theconversion rate, hallelujah. but the question always is, can you do something elsewith those monies to convert? wine library has gonecompletely away from direct mail and now usesfacebook as direct mail and is converting exponentiallybetter, so you know,
this always my problemwith people that i talk to when i go in the offenseon what they should be doing. they're like, "gary, buti'm making $4 million a year." i'm like, "that's great, dick. "what's wrong with eight?" and so, direct mail maybe working,but direct mail on what's the date? thank you.
on february 9, 2016 is not as valuable as it was a year ago, four years ago, or 11 years ago. outdoor media, multi-billions of dollars spent on billboardsall across this country. when you leave this conference, go home and watchfive people driving. remember this talk.
watch five people driving. i promise you thatevery single fucking passenger that you see in the car islooking down at their phone. all of them. as a matter of fact,three of the five drivers are looking at their phone. people aren't lookingat outdoor media today the way they were 10 years ago. they're barely lookingat the fucking road itself.
tell me why billboardprices have gone up 12% in the lastdecade when your attention has gone completelyaway from it. as a matter of fact,attention is so intriguing if you pay attention to it, that fast forwarding of commercials in 2015 have declined. we have declined our behaviorof fast forwarding commercials
because we'd rather not even spend the second to do that, we'd rather just grabour phone and not do it. big media companiesat first were like, "oh, this is great data. "they're not fastforwarding anymore." of course they are, we'rejust not paying attention. attention is the game. the reason twitter's introuble and it breaks my heart to say that becausei built my brand on it.
if there's a platform inthe world besides youtube that i really have to give mycareer to, it is twitter. not only did ibuild my brand on it, i invested very early onand made a fuck load of money. right? i love twitter. i love thatlittle fucking blue bird like you couldn't imagine. so to stand here onfebruary 9, 2016 and know that in south by southwest 2007
when i was sittingwith my homie nate and i had 5,000followers and i said, "follow my homie nate," and he had 1,000people follow him. within an hourthat i stand here today with 1.2 millionfollowers on twitter and if i saidfollow my homie nate, 38 of them would follow. i learned thislesson a long time ago.
in 1997, i bought an ad on luxury.com. now remember, the internetfor all intents and purposes is really about 20 years old. i know there's a bunchof nerds in the back saying, "actually, thegovernment in 1965." i know, nerd.
but i mean us normal peoplehave only been on the internet for about 20 years, and so we're very early and this was only acouple of years into it. here's thisthing called luxury.com that emails me and says,"you have winelibrary.com," because i was oneof only two people selling wine on the internet, and they're like,"we have luxury.com
"and we have one millionpeople on our email list." at that point i had, i don't know, 7,000. i was like, fuck. they're like,"for $20,000 we'll blast everybody." i'm like, "this is it. "this is it." so, they'regonna send the email, they're on thewest coast, luxury.com. i get the whole top oftheir email, this is it.
i'm so pumped, i hirelike eight fucking people. like we have to packorders for the rest of my life. this is gonna be it. then day comes andi have everybody on the schedule like more than onchristmas, it's like march 9th. and like, i'm superpumped and nothing happens. it's like 9:30, i'mlike, "oh wait a minute." i'm superpanicking, it's like 11:30 and we got like noorders and i'm like,
"what the fuck is going on?" and i'm like, "oh right,they're on the west coast. "they said nine o'clock, "they're probablygonna send it at noon." sure enough, that was the case. i was super pumpedfrom like 11 to 12, nirvana. you know like when you see a cop and you get scared for a second but then you'recool when he drives by,
that's how i was.(audience laughter) i was like super pumped. i'm like, good,i'm gonna be okay. 12 comes and by 2 p.m. we had six orders. i was like, fuck me. it was the moment iunderstood that width is cute but depth is everything. what's happening rightnow is we are all living through a very intriguing time.
my friends,please take a step back and don't think aboutyour business right now. take a step backand be a human being and understand the following. we are living throughthe single biggest shift in communicationin human history. this internet thing at scale has fundamentallychanged everything. there are so many things thatpeople have said in this room
that they were nevergonna do that they now do because technologyis eating up the world. if you're braveenough because you have humility and lack ego, please raise your hand right now if you were aperson that once said that you would never beon facebook, raise your hand. raise it high. of the people thatjust raised their hand,
and i thank youfor your honesty, how many of you are on facebook? raise your hand. that, that right there. the amount of people in here, now, this should be much higher. how many people in this room the first timethey saw twitter said, "this is fucking stupid."raise it.
and right this second,a ton of you are like, "snapchat, isn't thatfor fucking dick pics?" there are grown-ass men in this room that are 55-years-old who in the last 24 hours sent a poop emoji. they're the samepeople that didn't even know what an emoji was 24 hours ago. right? this is what i'm talking about, and it's becausewe're living through
the great age-downificationof our society. what's happening istechnology is taking over. this same keynote that i gave probably at affiliatesummit not too long ago, when we were alittle bit younger, brother. i walked in and i saidlook the reason facebook is going to win, whileeverybody in that room, if you remember in '07 or whatever it was, was like fuck you,
it's all google adwords,google will always win. what the fuck is facebook?never, nothing is. i said look, it'sthe grandma effect. the second all these 23and 24-year-olds, in the next three or four years, if they stay on facebook, 'cause i had to see that play out, the second they start putting picturesof their grandkids on that platform,grandma's coming. and that's what happened.
and the reason i'm sohot on snapchat right now, is normal people are coming,not just 14 to 24-year-olds, 39-year-old dudes, 57-year-old aunts, normal people are coming and that's when a platform hits scale and it has attention. i have 27 to 30,000people looking at my snapchat stories, but out ofall my channels, including 250,000 plus on instagram,which has a ton of attention,
there's not a channelthat i can do and use today, that will convert moresales or get more people to do what i wantthem to do than snapchat, a platform thati've only taken seriously as a business since december. something that i've beentalking about since 2013, something that i believedin for a very long time, but i would onlyuse it with people that i knew in real life,
and then i would onlyand never use it in business, but only since ... 45 days ago, have i used in thatmanner and that attention graph is so staggering and my friends, that is wherebranding matters vs. sales. i can't convert it,i can't show it. i can turn it into that,you can turn anything with those brands,look you can do qvc
or be guthy-renkeron television, you can makeanything dr if that's what you want to do with it and that's fine and you should, because at least it will give you someconfidence that it's there. but you have toremember it's attention, it's just attention. google adwords, down19% in click throughs,
google ads arebeing clicked 19% less by the sameusers in the last year, because we ruin everything. we ruined e-mail. we're ruining google ads. google today announcedno more flash banners in the next few minutes, it's the same old game. facebook was morevaluable 24 months ago
than it is today,it's more valuable today than it will be in36 months and sometimes more valuable today thanit's going to be in three years, but it's not as valuableas it was a year ago. influencer marketing is the grossest undervalued productin the world, right now everyperson on instagram that has 647 fans can do morefor your sales and marketing than you'd ever imagine,
you just need 40,000 ofthem, because there's no scale. and so we're livingthrough very, very, very interesting times, and sowhat i would challenge you to do is to go upstairs,look in the mirror and audit yourself, andfigure out where you sit on the pendulum ofsales and marketing, and the closer thatyou can get to 50/50, especially ifyou're good at sales, remember earlier wheni said hold my breath,
how did i get there? it's because i'm sofucking good at sales. it's because in 2009,nobody could sell social media to bigbrands, but i could, and so those coupleof dollars allowed me to stay alive and get there. if you're so damngood at selling, take a percentage of those monies and invest it your long term,
to not look at brandingas the long-term play. why did i startdoing the #askgaryvee show and go back to youtube? why did i start doingdailyvee and all this vlogging? it's buildingbrand equity, it's brand and over brand ishow you actually win. there's a big differencebetween nike and apple, and their competitorspredicated on brand, and there's a big differencebetween social media experts.
i get paid $80,000 to speak. others get $4,000,that's called brand. and so what i needpeople to understand and what i hope peoplein this room understand is there's a huge opportunity, because everyday thatsomebody's better at something than you,something else comes along and you've got it at-bat. you missed facebook and twitter
and somebody in yourspace took it and won, good news, here'sfucking snapchat, right? you suck shit atsnapchat because you're weird and you don't wantto make content that way and you have to wait, great. next sugar isgoing to shmapchat. and so we're livingin a time where people are just building ontop of the internet itself, but we can'tunderestimate the dynamics
and we can't get lazy. do you know how many people come and want to talk aboutthe roi of social media or facebook and have no idea? do you know howmany arguments i've had about instagram'sroi or capabilities in the last six months,only to find out as i'm negotiating ordebating with the person that they saysomething, i'm like,
wait a minute, do youeven have an instagram account? do you know howmany of you pontificate and regurgitateheadlines about shit that you don'tfucking understand? a lot. and in that hyperbole,and in that headline reading is where practitionersmake their fucking money. and so it is february 9th, right, yeah, cool?
2016, and there's alot of shit going on and a lot of opportunity, yet what's holding people back is drawing lines in the sand. i don't believe thatsocial media has as much roi. listen, i hadto do it to myself. three years ago i feltthat i was going too far into my own hyperboleand i needed to go back and be smartand more disciplined
about my e-mail marketing and my sem, because i was getting a littletoo ahead of myself. right? so it's finding thatbalance of how to make this stuff workbecause the opportunity is substantial and there's always goingto be an arbitrage, there's always goingto be an opportunity, but it's mixing the whole thing. and again, i want to make surethat we really nail down brand.
not everybody is as extroverted, not everybody isunbelievably charismatic. you know, likenot everybody, right? and so you've gotto understand what you're looking to build around. i am not preaching for youto build your personal brand. i'm preaching foryou to build brand. right? you don't have tobuild it around yourself, and i know that's thecommon play and people do it,
and by the way if you like it,if you like the attention, if you like the cameras, if you like the accoladesand the laughs, god bless, it's a lot of fun,promise, super awesome. but there are tensof thousands of people making real fuckingmoney building brands around their businessesthat you've never heard of and that's whatthey've deployed it against. that matters.
in parallel, whileyou keep the lights on, and you drive your sales. my biggest frustration,especially for audiences of this makeup is the following: if a lot of yourealized that you could leave 500,000 to 2 millionin top line revenue on the table becauseall of your behavior wasn't to squeeze theorange for every penny on your conversionfunnels and you deployed
those monies andyou built it into brand, over a 36 to 48 month window,if you were good at brand, the one thing i'm worriedabout talking about brand right now, is you'vegot to be good at it. plenty of people buygoogle ads, plenty of people try to do landingpage optimization, plenty of peoplebuy facebook ads, so you have to be good at it, but if you are good at it,
you're buildingwealth instead of being rich. you know, it's funny,i always think about business, i'm a big chris rock fan. he had that jokeabout oprah and bill gates and it's how i think about this, which is you could berich by just playing the math, but if you can figure out brand,you can become wealthy. and that's really thequestion, are you willing to leave 500,000, 1 million
or 5%, 20% of the monies each year forthe next three or four years, while you deploy thosedollars and those efforts and energies into tryingto make a double, triple win? that is basically whati've seen my whole life. there's a reason that thetwo businesses that i've built, and forget aboutmy opinion on stage, i know there's a lot of peoplehere who don't know that much about me, let me just ground it.
there's a reason thati've run two businesses in my life, wine library and vaynermedia, this is notinformation products. this is not afucking mastermind. this is a retail storethat sells fucking wine and an agency thatworks with madison ave fortune 500companies, businesses. one went three from$60 million in revenue in four years, let mejust quantify that for you.
wine library, when it wasshopper's discount liquors, did $3 million dollarsin revenue on 10% gross profit, which for all youbusiness people at home means that i had$300,000 before expenses, luckily sasha vaynerchukdidn't pay anybody anything, so there was acouple bucks left over. but i built the businessfrom three to $60 million with no fucking money, no raising capital, like all these fuckershave been doing
for the last five years. i took the little money we had and i made everyfucking penny work. and i stood on the floorfrom 7:00 in the morning to 10:00 at night,monday through fucking sunday for 10 years, i punted. do you know what it isto punt your fucking 20s? do you know whatit feels like when all your friends e-mail you now
and say you're solucky and you have to reply 'cause you're sofucking pissed that that's cool josh that i'm lucky, but remember when youwent to the jersey shore and banged fucking chicks? i worked. wine library, threeto 65 million dollars, 60 million dollarsin sales in five years, and now vaynermedia,which i've now personally run
for four, almost five years now, and i've grown vaynermedia from 30 to 600 employees, from three to 100million dollars in revenue, 17% net profit,real fucking money, ajv gets to takea lot of money home, and so, how does that happen? it happens because mycfo hates my fucking guts. and what do i mean by that? you don't grow abusiness from three to 100
if you're gonnatry to maximize profit every 12 fucking months. if you're notmaking bets and investing, if you're not building brand, if you're not trying, i started four majordivisions last year: sampling, a lot ofour clients sample, yeah, here's thenew chocolate, right? that shit.
live events, like, youknow, all my fuckers go to coachella every year, my wholecompany fucking shuts down. those kinda things. video, and paid acceleration. live events, and sampling, dead. i'm announcingthat we're shutting down live events next week. hopefully none of thepeople paying for the livestream work at vaynermedia.
dead. fucking lost two million bucks. bought a site calledlost lettermen, a sports site, 'cause we're doing more media, dead.shut it down. lost a million bucks. but, video and paid madeall that money back and more, because i'm on the offense. i'm not trying to maximize,
'cause i don't need tobuy a fucking boat this year. and i don't need afucking lamborghini to put on the instagram, and i don'tneed a fucking watch, because i'm buildingan actual business, and i don'twanna retire next year, and so... my punchline to this is,please understand what's really happening here.
let me help you understand it. eyes and ears are the only thing youshould give a fuck about. and wherever they are matters. do you thinkthis fucking matters? it matters more thananything in the world. this is the fundamentalextension of your life. how many people here,in every 24-hour window, are always withinarms' reach of their phone?
look at this. look, front row, raise it. look. within arms' reachwhen you're sleeping, taking a shit, it's there. guys, i literally am notjoking when i tell you this. i literally would rathersomebody in new york city stab me in thestomach and steal my wallet than lose my phone.
now, we can all agreeit's important, right? cool. now. fifty-fucking-four percentof every second of attention on this fucking thingis in a social network. you still think it's a fad? my friends, socialnetwork is a bullshit term. there is no...what the fuck is social network? social networks is a slang term
for the currentstate of the internet. 53% of every second, and you got calendars, andyou got fucking angry birds, and you got words with... fucking horseshit, and utilities, it's all here, yet 53% is gobbled up bylike seven or eight sites. so you don'tthink that's important? of course it is, and every one of them isbecoming a place where you can
reverse engineer thatattention and sell something. the problem is for somany people in this room, it's not as black-and-whiteas email and google adwords. it's not conversion. it's why you like facebook,'cause it gives you that too. that's why i love facebook. facebook is so unbelievable. every time i... like, facebook went down today.
i guarantee you tonight, 'cause i have totake a car to fucking lax and a fucking red-eye to miami. tonight, i willabsolutely buy facebook stock after the rant i'm about todo, 'cause i do it every time. here's why facebook's gonna win. it has attention. yes, they arevulnerable to the fact that young kidsare not going on it.
cool, they took care of that. they bought instagram, so they're good foranother four to seven years. and they tried to buysnapchat two fucking years ago for three billion dollars, when 80% of this roomhadn't even heard of it yet, unless you had a 14-year-oldgirl in your life, right? so, zucksunderstands attention arbitrage. it's why he bought oculus rift,
'cause vr is the next internet. now, vr's 15 years away,and a lot of people in this room are gonna make a lotof mistakes and lose money 'cause they thinkit's gonna be here sooner, but it's coming. it's coming. and so... when i think aboutwhat's really happening there, and all the opportunity,what facebook provides
for everybody in this room, if you have not realizedthat facebook is, right now, the birth child oftelevision and direct mail, that's what facebook is. if you understandhow facebook works today, february 9th, 2016, it is the birth child oftelevision and direct mail, aka the greatest executionanybody in this room can do,
b-to-b or b-to-c, is the following: this is where i'mgoing straight practicality. not giving you the rah-rah,yay, this is all so cool, pay the fuck attention. straight practicality. if you understandwho you're selling to, 28-year-old women in iowawho are red sox fans, 42 to 47-year-old africanmen, african-american males, who like baseball, you know,
19 to 22-year-old dudes, even though they'renot supposed to be on it, i'll show you data, notwhat your headline says, that there's plenty of18 to 25-year-olds on facebook. they may not checkit 7,000 times a day, but there'splenty of them on it. and so, if you understand whatto do, here's the punchline. everybody hereneeds to figure out the most cost-effectiveway to make a commercial,
which means avideo, which means... you're not confinedby the way television is, so you can make it two, three. i actually wanna makethem as long as possible. you'll understand in a minute. if somebody watches myfour-minute and 18-second video all the way through on facebook, so when i talkabout facebook video, the headlinereaders here say, oh, fuck,
but they count every3-second view as a view. yes, they do. i don't give a fuck. because i have accessto data that shows me that, of the 4 million people,17,000 of them watched all four minutes and 18 seconds. and you know what i cando with all 17,000 of them? i can remarket tothose motherfuckers with a dr call to action,
after i'veemotionally affected them, and you know what happens? it's a funny thing. they fucking convert. plenty of peoplethink they know facebook, plenty of peopleread about facebook, but people don't havethe luxury that i have, which is spending $100 million in ads, spent across our clients,
to have a lot of datato support my hyperbole, or a 60-million-dollar retailstore where i get to see the impact on the bricksand mortars and the e-com, or a human brand thatunderstands what i am selling on snapchat vs. instagramvs. facebook vs. twitter vs. linkedin vs. email vs.my dot-com vs. medium.com, against my books,that i want you to all buy on march 8th, please, thank you. and so...(audience laughter)
this is the world i live in. i believe that i getthe luxury to stand on stage in front of so many smartpeople for a couple of reasons. one, i'm handsome.(audience laughter) two, two, i'm the best fucking practitioner at february 9th, 2016 marketing because i don'tgive a fuck about any platform. fuck social media.
if social media doesn't have your attention tommorrow, if you all go back to sittingaround your fucking house 'cause we havetoo much technology and we just sitaround like it's 1957 and listen to the fucking radio, i'm fucking in. and so, the reason i go on that little rant, is because i know a lot of you and you made your monies on google.
you made your money on seo. you made your money on facebook, and you will make your moneyon periscope and snapchat. and then you make a mistake. it's called gettingreally fucking romantic. you get real romanticabout how you did it, 'cause you put in alot of time and effort to figure it out. and you're sadthat shit's changing.
well, good news. or bad news,depending on how you roll. the market doesn't give a fuck. the market doesn't givea fuck that you spent years figuring out how to fuckinghref your fucking google pages. the market doesn'tgive a fuck, like i did, in 1999, you figured outhow to get people's first names at the top of the email, which tricked theminto buying more shit.
and the market doesn'tcare that i figured out snapchat today,because i figured out fucking twitter in2006, 2007, and 2008, and to figure out twitter, which is why somany people didn't do it, i spent 15 fucking hours a day, talking to all you motherfucking assholes every day, all the time, andthat's how you figured it out, and just because nowthe attention has gone away,
i can sit and cry abouthow i wasted all those years, and how sad itis, or i can realize, nobody gives afuck, and i can figure out the next thing and thenext thing and the next thing. and in that romance, andin that line that you all draw in the sand, in that, is where all themoney is to be made. understand? (crowd murmurs)
good. so. so please, please indulge me andaudit yourself and deploy what really separateswinning entrepreneurs from non-winning entrepreneurs which is a veryinteresting word. it's called self-awareness. know what you're good at.
if you're a hardcoremathematician, great. keep quanting thefuck out of things. if you're creative as shit, you better figure out thatsnapchat is really right for you 'cause that'swhat that's gonna be. know yourself. know where you're good at,reverse engineer yourself and put yourself andthe people that work for you in the best position to succeed.
you got somebody charismatic and clever inyour office right now? instead of being mad that they mightnot be good at details, why don't you give them a phone and put them incharge of putting the snapchatcontent out for you? please eliminate romance. please eliminate theway you want it to be.
i had a funnymeeting the other day, this is a good story, and then i'm gonna, i just want get in toq&a, so if you wanna start. oh, actually ryan,you're gonna come up here so get prepped, brother. here's a quickstory, i'm gonna use this, and then we're gonna go to q&a because i wanna putdetails on this hyperbole. was at a meeting the other day,
the guy's a ceo ofa $700 million company and they mainly sell to13 to 22-year-old females. we have a meeting and i do this around snapchat and instagram, but because he's a fuckingcorporate america mother fucker, i give him a hugedeck with tons of data. he likes math. we go through the whole thing and i'm basicallytrying to convince him
that he has to do ahell of a lot less print because all the18-year-old girls can't wait to getmagazines and go to page 97 and look at the ad.(audience laughter) and a hell of alot less facebook which is somethingwe got him to do over the last couple of years, which was goodfor a few minutes. and really startdeploying a lot more money
towards snapchat and instagram because that'swhere these people live, that's where their attention is, that's where we needto arbitrage against. we go through thewhole presentation. he goes, "gary, good stuff,appreciate it." he goes, "but, "i gotta be honest with you. "i just don't get instagram."
and i go, "that's great, dick, but "everyone ofyour customers does. "and it doesn'tmatter what you get "or what you want it to be. "you've got to deployagainst the end consumer." regardless of how youwant it, the market is moving, and it's marketingand it's moving fast. when you look atthat age downification, because of the grandma rule,
do you know thatthe fastest growing demo of individuals takingselfies on instagram right now are 42 to 48-year-old females. literally, literallycougar selfies dominating. and so we all, this is not how i thoughti was gonna roll at 40. i thought i was gonna befucking dead when i was 20. like i think i was old as shit. we are livingmuch younger lives.
if you map the average42-year-old american female in what she does,what she wears, where she goes out,what she spends her money on, she acts like a29-year-old american female, only 10 years ago. if you're lucky enoughlike i am to sit here right now and you know whatyour parents were like at the age thatyou are right now, if you're fortunate enoughthat you know how old you are
and you knew or can rememberyour parents at your age, you are stunninglyyounger than them. and that's becausetechnology is dragging us down. if you wanna keepup with the joneses and be a part of society,you have to figure it out. for us marketers andsales and business people, this is gonna play out. it's alreadystarting to play out and what i'm really focused on
and why i'm sittinghere a little longer is it's gonna playout more than you think. 4 1/2 hours isstill spent on television by the average american, 4 1/2 hours a day. two or three ofthose hours are in real, real jeopardy, in my opinion, over the next 10 to 15 years. how many peoplehere are retiring
in the next 10 years? and i don't mean you're gonnafucking crush it and retire. i mean, you're fuckingold and you're finished. who's out in 10 years? raise it. okay, good. so four of you. so, for the rest of you, if you think a lotof shit has gone down
in the last 10 years, wait 'til you seethe shit i'm looking at. i'm running $100million venture fund now so i do my startupstuff as some of you know. wait 'til you seewhat's actually coming next. i mean, none ofthis shit existed. if you go back 15 years,not google, not facebook, not mobile devices, none of it existed. it didn't exist.
i mean, all thethings that are coming, the smartification. do you know howinterested i am in tourism? do you know that vr in 15 years is gonna make your brain think that what you'reseeing in your vr device, which will probably becontact lenses, is 98.5% real? what does that affect? that affects thetourism industry.
like, i don't know. if i actually can sit in myhouse and put on contact lenses and it feels likei'm at the eiffel tower, maybe i don't wanna spendall that money to go do that. it affects movies and gaming. you know the porn guysare gonna go there real quick. so it's gonnaaffect relationships. and so, i think we aregrossly underestimating where things are going.
in 2007, i talked about alot of shit at affiliate summit, and sean, i watched that keynote, and i don't watchmy shit too often because what i rememberabout that keynote more than anything, maybe more thananything in my career was the audiencewas not buying it because they were inaffiliate and google math, and the social stuffdidn't seem right enough.
what's interesting to me is watching thatconversation play out, it's become very obvioushow things are gonna go. to me, if you canpattern recognize, you can make a lot of money. this is gonnahappen whether i say so, whether you want it to, it's just data. 150 fuckingmillion people a day,
a day arespending multiple, multiple minutes and hourswatching videos on snapchat. how do you disrespect that? i'll tell you how, 'cause you haven't figured out how to monetize it yet. that doesn't meanthe platform's wrong, that means you're fucking wrong. (audience applause) thank you, thank you.
- [ryan] thirsty? really, no? - thank you. - so you guys--- hold on, hold on. - wait, wait, wait,where are you going? we ain't done yet. sit down, we gotsome q&a time here. - no, no,let them go, let them go. i just want totell the 15 of you,
you're fucking up, becausethe good shit is coming now. i'm telling you,dude, we're in the tie, sit your fuckingass down, let's go. - he's actually doing it too. if you have a question, if you have a question, we've got some mic standsthere, there, there, there there, there,they're kind of everywhere. go ahead, hop upright now, get in line, we're going to try to getto as many of them as we can.
that was a really-- - let me throw aquick right hook, while you're waiting, everybody who's not already using it,download snapchat right now and follow me, you'renot going to know how, because the ui is very weirdthe first time you're on it, but you should. - how many of you guysfollowed gary on snapchat while he was doing this?
yeah, there you go. - okay, you get thefirst couple of questions. - yeah, i get the first couple. first, i lovewhat you said about people saying, "i don't get it."- yes. - i think that is one ofthe most dangerous things that we as human beings,it's like you immediately shut yourself off to creativity. this is not so much aquestion, more of a statement,
if you ever hearyourself say, "i don't get it," and you say itkind of a flippant way. - dude, this is your conference, you can come andtalk shit all the time, ask questions, whatthe fuck are you doing? (crowd laughter) - just wanted to make that-- - i'm kidding, i'm kidding. - one of us has a foot onthe stool, the other one--
- i'm ready to throw down, i've been working out.- yeah, there you go. so here's a question for you:- yeah. - with everythingthat's going on, right, where it rewardsthose who are out there, who are very public, who are very vocal, who have that influential brand, how do you getcredit for being quiet? i mean often times in life--
- i think this is guysthere are far more people making money that are quiet than there arepeople that look like me. it's not even close. it's data, how do you do it? you mean themajority of the world? - yeah, but okay,but if you're a brand and you want to do this, is it about finding someone
in your officethat can be that voice? - no, i think it'sabout building the logo. there's no nicknike, there's nike. right, like you don't needto build it around a person. we in this space--- yep. - default because thereis so many personal brands monetizing personal brands but to build yourbrand, john deere, or reebok orsun chips, you know,
these are just brands,build the brands. or law firms, or clients that you, ogilvy, or even vaynermedia,i mean the big joke at vaynermedianow is how many people come into the office as clients and have no idea i even exist, the brand in madisonavenue and fortune 500 is bigger than me, and i'm pumped. that's whatyou're supposed to do
when you're trying to scale. - yep, very cool. why do you think snapchat won? what was it aboutand continues to win? 'cause facebook had it.- scale, scale. - but why did it scale?- because it was easy. - why did the coolkids start playing with it? - it was just theright time in maturity for facebookwhere 15 to 19 year olds
were like i don'twant to do that because i don'tthink my seven year older brother is that cooland i definitely don't think my fucking mom is cool. it's really night clubnew york city dynamics and it will continue. snapchat in seven years isgoing to be old people place and something isgoing to come across. but it had multiple things.
number one, it wasanother place to hide from mom and dad withthe shit that you want to do. two, it disappeared. you know what's so funny? people are like,oh, but it disappears. yeah, you meanlike the way we actually communicate with each other? snapchat is farmore similar to the way humans communicatethan twitter or facebook
and so it won on that. it won on the scaleof just word of mouth and not evan spiegeldid an amazing job keeping it pure and notover-branding it and turning it intoa business too quick. so just one of those things. - so there willbe another snapchat, there will be anothergeneration that comes up. - i believe so.
- and it's justincumbent upon us if we want to continuethe stand up there-- - here's how i see it guys. i think this isthe television in 1965. i actually likei know a lot of you are like whatever, but justreally pay attention to this, because this might be oneof the better things i say. this, this is the television in 1965 and the tvs,
they're the radio. (stammering) what i do well, for somebodywho is a shit student, the one thingi do study is history, 'cause history lovesto repeat its fucking self. right, and so if yougo look at the brands, the beer brandsthat were romantic about staying on the radiobecause that's how they did it and didn't shift totelevision while things
like miller lite thatnobody's ever heard of went tv only and becamethe brands, if you look at tv 1965, that'swhat i think this is. and i think youtube,instagram, facebook and snapchat are abc, nbc and cbs. and then i think i withinit is m*a*s*h and happy days. (audience laughter)got it? so that's the system,so do i think over time espn comes around and hbo comes?
i do, there will be morechannels built on this platform and they'll be more competition that's what's happening and so what you needto do for your business figure out thechannels where you could be thestar of that network. - yeah, really.- you like that right? - was that helpful?- it's good. - that was some good stuff.
i like that. yeah, i like that a lot. so let's go, let's picksome question from the crowd. you want to start on one side? - [man] yo gary, i got a question-- - yo, yo, yo, ladies first dude. - [man] my bad,my bad, the lady here. - go ahead, darling. he does have ahuge beard though. - he does.- so he goes next.
- he could be hiding aknife in there or something. - gary, my question is youhave for your book marketing-- - [gary] can youget the mic closer? - yeah, for yourbook marketing right now, for your book launch, youhave an entire barter page set up for thestreet team and everything. and for podcasts, weare doing the bulk orders and for live events,but what about authors who have a muchsmaller following,
maybe 10, 20, 30,000people in their list? how can they dosomething similar to be able to movebooks in a creative way? - [gary] they can do thesame thing i'm doing. i started that barter thing,which has become a big standard forbigger personalities with crush it! when i was small and the numbersjust look different. now to even get me torecord my voice for your alarm
is 50 books, when i didcrush it!, seven years ago, if you bought threebooks, i'd fucking come and babysit yourfucking kids, right? - [ryan] that soundslike a great prize. yeah, that sounds like yeah. i got four of them,you could lose a couple and we'd be all right still. that's why we had multiple ones. - so to answer your question,
i think you need torecognize your worth of where youfeel your brand's at and create different models and maybe it's a two book deal,an eight book deal, and a twelve book deal, i think i topped out at 500 for crush it!,which was like literally like i will becomeyour best friend and now i start there because i've beenable to grow and have
it's just supply and demand, no different thanthe attention thing, but you should do it becauseit gives you a framework, especially if you keep doing it. the other thing i did to make crush it! work that was i did it and theni didn't rely on my audience, i went out andsold it like a salesman and so you can createit and then go and sell it instead of justhoping people land on it.
there's way too many people that are obsessedwith scale, right? let's run facebookads to my barter page, whatever happens happens,there's just not enough actual working the phones,going to conferences, calling people, e-mailing theway i sell my most books is byliterally sitting down for normally twostraight days straight, 18 hour day, 36 hours within 48 hours
and go in myaddress book of my e-mail, sit there, type the lettera, start with the first name, decide what myrelationship with that person is and then e-mail them. and i go as low as hey man,i have a new book coming out, this is somebody ibarely know or i've interacted once or twice, i'dlove for you to check it out and maybe leave asocial review up to like hey dickface, if youdon't buy 5,000 books,
you're fucking dead, right and so-- - [ryan] the good friends get that one. - that's right and so i would tell you the single best way to sell booksis actually sit down and do the non-scalable things, instead of the scalable things. - [woman] yeah, thank you. - alright, bearded. [ryan] alright, the man with aknife hidden in his beard.
- well, i apologize,ladies first, beards second. (audience laughing) with that being said gary, you hit the nail onthe head when you alluded to video being the future, and that you knowpeople's attention spans are just fuckingrapidly shrinking these days. - [gary] be careful, be careful. i actually thinkthat that is a misnomer.
- well their attention spans are shrinking when i think it comes toreading content that's boring. like they want to see video, and if you canlock them into the first you know couple secondsof a video like you said, you have a fourminute 18 second video, that's takingsomeone's attention onboard for 258 fucking seconds. that's a long ass time.
so where do yousee this sweet spot? obviously it'splatform dependent, and you're not gonnahave a two minute video on a 15 second instagram or snapchat's different. but when we'retalking just facebook, how do you see youknow your audience? where is the spot thatyou want to have a video before you pull themin and you have those 17,000 leads to beable to follow up with?
- [gary] so i think thething with facebook that people have to understand is you have to create videothat's native for the platform. the reason i wrotejab, jab, jab, right hook was because peoplewere using social networks as distributioninstead of creating for it. so there's a verydifferent vibe and context that you haveto make videos for, as any brand, evenif you're burberry,
you still have tomake snapchat videos in a much moreauthentic, childish, you know kinda street way than you make yourfacebook video, right? so first and foremost,when i think about instagram, snapchat, and facebook videos, i think about the room andthe psychology of the person while they're inthat room with the video. specifically tactically,
if you don't have thefirst three second of your video strategy for facebook, you're an idiot. you have a 100th of a secondto get these people in a feed, those first threeseconds are fucking everything, including the copy,including how you do it. how many people here havewatched #askgaryvee on facebook? just raise your hand.thank you first of all. second of all,you guys all know, i'm always recordingsomething that's like, stop,
like i'm trying tostop your actual feed because i knowthat the speed's there. so my strategy withina facebook environment, the sweet spot is notnecessarily the length, but what the firstthree to four seconds are and what the copy is, because i don't even getyour attention or consideration for it unless i do that, on top of which, the adplanning and the targeting.
like if i'm targetingseriously good looking dude with huge fucking beard that might go to aconference in san diego, i'm gonna get you.- [man] yeah. - got it?- [man] shit, on point. - so the planning, the planningof who i'm trying to get and then thefirst three seconds, that's what mattersthe most on facebook video. - [man] good shit man.- you got it brother.
- i feel like you andi get very different questions when we're up here.(audience laughing) from very different people. - brand, you know. - absolutely has aknife in his beard, go ahead. - [sebastian] no beard, no knife, i'm safe. i'm sebastian,i'm from thefrenchmarketer.com, and my concern is about thebrand stuff that you mentioned. we are reachinghundreds of thousands of people,
and i want to reach millions, and i'm using my personal brand, so i'm connecting withpeople on facebook live and doing all of that. but the quality thatfacebook live allows me to do for instance is way, i would say, it's a lowerrepresentation of the brand than what i would do ifi was doing my usual video. and is that,might that be a problem
for the congruenceof the brand as we go to a bigger audience? - i think human beingsshould be very careful about trying to gotoo luxurious, right? so like if you'retrying to put yourself into a more serious place, or a higher visual quality, you know look,you're talking to a dude who did 1,000episodes of a wine show
where it literallylooked like i was a hostage in afghanistan. like there was no lighting, i didn't use a mic, like there was zero editing. like and so i'malways gonna believe that the content you know, even with drock now, for people inhere that follow me,
they always hear memaking jokes about the lighting and things of that nature. i never want to tellpeople what they should or shouldn't do. i will say this, i think it is dangerous, and i've watchedvery carefully on this for the last 10 years, of people tryingto propel themselves
to a higher quality and status, because they become lessauthentic to the end user. and i think they're leaving a lot ofopportunity on the table, and they're spending alot of time and infrastructure on shit that doesn't matter. facebook live will letyou do the quality you want if you put it in a studio, set it on a tripod, set it up.
i mean there'splenty of like ability for you to make it fancierthan just walking around. but you're leaving alot of content, serendipity, and just compatibleand like acceptance instead of puttingyou on a pedestal. a lot of people wantto monetize that pedestal. that pedestal isa lot more dangerous than i think people realize. - [sebastian] so you think it's better to monetize
like one-on-onefeel of the video rather than--- look i think everybody should roll the way they want to roll, right? like you'redressed sharp as fuck, like i'm only - [sebastian] thank you.- [ryan] he's french, they have to.(audience laughing) - i get it, but like,
only funerals, likethat's a funeral getup for me, that's about it. but, it works for you, and so you need to be you. but i would be very careful, very careful to disrespectthe platform over yourself, unless you'refucking jaguar or tiffanys, like it's awesomethat you are who you are, but i think facebookis more important than you
in that equation, and i think youneed to adjust to it more than theyneed to adjust to you. - thank you.- [gary] you're welcome. hey darlin'. - [hilary] hi gary, i'm hilary. you asked about,or you encouraged us in hopping onemerging platforms, and then alsocreating our own commercials,
tv shows, so i wanted to - [gary] let me just say onething before you go any further on emerging platforms.- go for it. - i love emerging platforms. i'm spending aton of time right now analyzing after school,musical.ly, tons of other things. i encourage, when i go andput my name behind something, like i'm doingright now with snapchat,
i don't consider 150million active monthly users emerging, got it? what i'm good atis talking about today while everybody else is waiting.- [hilary] mhmmm. - right, i've beentalking about you know i don't know how manypeople follow me here, but i've beengetting a kick out of showing my 2013 pointsof view on snapchat to show how long, this isnot a spur of the moment thing.
i'm encouraging people here to go on platformsthat are relevant today instead of waiting twoyears after they're relevant. got it?it's not emerging to me. i haven't even gottenthat loud about periscope and meerkat and facebook live, even though they're very strong. like i wait to. - [hilary] that was gonnabe my question.
- [gary] interesting, go ahead, what is it? - so i wonderedwhat your thoughts were on periscope and itscompetitors as far as the need and strategy in future. - [gary] yeah i mean looki'm very intrigued by it. i love live video. i think ustream back in2009 was a big brand builder for me even more somaybe than youtube and twitter, believe it or not.
i think a lot ofpeople are doing it. i've been stunned by how bad, at least by my,i'm just one person, but like boy there'sa lot of shit content. 'cause live is hard. live is hard, but i think the peoplethat break out in live, whether it's periscopeor facebook live that win. look i wrote ahuge check into meerkat.
you know it's funny, i wrotea $5 million check in my fund into snapchat at a$15.5 billion valuation. so i can do well, but a lot of mybuddies were like, oh you're just pushing snapchatbecause you're an investor. i'm like, i'mnot pushing meerkat where i have way better finances because i'm usingperiscope and facebook live, because my word is more valuable
than any individual investment. so, i do think it'sgonna be facebook live and/or, and/orperiscope that win. 'cause they're gotthe scaled platforms. i think they're veryintriguing platforms. i get a lot of valueout of them, i like it. i do think peopleshould try to do it. but if you're capableand you're enjoying it, i would bet onit because i think
it also as at enough of a scale that you're nottaking a big risk. - [hilary] thank you.- you're welcome. hello. - you're up.- yep, you're up. - yeah, okay, hi gary. - [gary] hi. - so basically, you know you spend a lot of time
evangelizing snapchat.- [gary] yes. - not just herebut at other platforms where i've been seeing you.- [gary] yes. - you have beentalking about snapchat. - [gary] yes. - now my 19-year-oldsister uses a lot of snapchat, but now that she's 21she's stopped using it. - [gary] maybe becauseshe's drunk as fuck. - [ryan] it's acorrelation versus causation
kind of thing, right? - so go ahead, go ahead. - [woman] okay,so my question is that i can just go aheadand open a snapchat account right away, but iwant to understand that, what does snapchat really mean for a business thathas a workplace consistency and serving otherbusinesses and agencies, what would it reallymean for a company like that?
- [gary] so i think for b2bbusiness on snapchat it's, i'm gonna give you an analogy that some of you will get,some of you won't. one of the mostfascinating ad campaigns of the last 30years in my opinion was when espn in thelate 80s and early 90s started to makecommercials about their office and their sportscasters. the reason they did that
was because theyknew that fox and cnn were about launchrival sports networks, and they knew thatanybody could cover michael jordanand ken griffey, jr. that was commoditized. but if they got us tocare about keith olbermann and stuart scottand dan patrick, that that was theircompetitive advantage. i literally am throwingyou for a curveball here,
but this is my actual belief. i believe there'sa company in here that is a b-to-bcompany that could open up a snapchataccount for their company, hand it off tothe most charismatic and fun people in the office, and do theirversion of "the office," which would then be watchedby a small group of people if they start topromote it in other channels
within the b-to-b landscape, and that people liking youguys would lead to business. so, you know a lotof people are like, well you can't do it. you can, now,you'd have to be likable. you'd have to knowhow to make content. you'd have to know how to use all your other channels to get, and by the way, all youneed as a b-to-b company,
you have a b-to-b company? - [woman 2] yeah. - how many currentclients do you have? - well we serveagencies basically and we have a team of13 people based in india. - how many agenciesare buying your product? i mean is it 50, is it 100? i mean, i'm not. - yeah about 50 to 100.- [gary] great.
all you need is another 50 for your business tobe substantially bigger, so you don't need 30,000 views when you're payingconsumer like i am. you need 80 people to just sign up andfollow and pay attention and to think thatstan in accounting's a real fucking hoot. and so i think morepeople that understand
that snapchat is aversion of youtube 2006, but back to thenice french gentleman, a lot easier to produce. once you get it,snapchat's been interesting. twitter, people didn't get, and people never got. like i've watched it. like if you understandhow small twitter is when television, whichis the biggest platform
in the world of attention, has fallen over itselffor the last seven years promoting twitter, fortwitter to be the size it is, speaks to it being broken. snapchat's been veryinteresting for me to watch because peoplereally don't get it the first day or two, but when they get it,they're stuck. my 40 year old brother-in-law,
who is my brother-in-lawso he knows all that stuff, he's living in snapchat now in a world where hewould have never followed the other things. so i would say makingcontent that's compelling. but look, i'mdoing business content. you're more thanwelcome at 10 cents a, 10 seconds at a time, to put out content ofhow to use your product,
best practices, you cango a lot of places with it. you can go the"the office" route, you can go withkinda like a you know a simulcast kindof information play. it just depends on whereyou want to go creatively. but i will tell you, i will tell you this, over the next five years,the platform's gonna matter, there's gonna be alot of attention on it.
- [woman 2] right, thank you. - your sister will be back. - [ryan] when she sobers up. (audience laughter)- we'll bring her back. so with this, i think you know, we'll go on youtube andsnapchat and let's be friends, thank you.- [gary] you're welcome. by the way, as a quick tidbit that i've beentelling a lot of people,
you should go to youtubeand search how to use snapchat. a lot of you like itdoesn't come natively, it's just a differentplatform for a lot of people. like youtube is thesecond biggest search engine in the world, and in my opinionthe best to teach people how to do things becauseof the way most people map to visual and audio. so, if you want a quickhack to be up to speed on this,
by tomorrow morningyou would understand it if you watched 15minutes of content. what's up brother? - hey, my name's billy gene, from billygeneismarketing.com. - [gary] a littlecloser on the mic. - i have a facebook adsagency up the street from here. but gary, i actuallywanted to come up here just to commend you man.
i sat next to you at a barin like a couple years ago at a nick unsworth event, and you were sitting there, and i was there for himand i had no idea who you were. but we sat next to eachother for like 15 minutes, and then youwere the guy speaking, you were thekeynote at the time. i had no idea who you were, but you just were the same dude.
i mean you had so much energy, but you didn'treally have the authority and the brand that you have now. and then i've literallyfollowed you since that day, and dude yourhustle is so inspiring. like the way you put out1,000 episodes of #askgaryvee or whatever it is, it's crazy man to see howmuch it's actually made you and the revenueit's brought you in
and how your agency has grown. but like to see youactually not just talk about it but sit next to youwhen we were in a room full of 100 people, now to 3,000 peopleand then you come up here and you just kill the stage. it's just i justwant to tip my hat to you, and on behalf--- [gary] thank you so much. - of everyone here it'slike dude you're the truth,
so i'll say that.(audience applause) - thank you so much, thank you, brother. how are you going tofollow that up, orange shirt? - [ryan] and nowfor a selfish question, go. - uh yeah, actually, but i do want thatinspires a greater share of vulnerabilityfor me actually, so i actually resentedyou and didn't want to listen to you, because youwere so all about the hustle
and i was actually tryingto get out of the hustling and try to find the answer and into-- - [gary] right, the answer,you know passive income, smoking weed in jamaicawhile shit just comes in. (audience laughter)- exactly, so ... - [ryan] is that nothow it works? - [gary] yeah, just go on instagram they'll tell you,they'll thank you, go ahead. - yeah, anyways,so now i'm actually
really lovingyou and enjoying you and i like your rawtake on human nature, and so your rawtake on human nature makes me actuallydrop all my assumptions and all my paradoxes ofreality and just listen to you and so i'm really curious. with my businessbeing all about breakups and heartbreaksand humans, i'm curious i'm not really i don'tneed a tactical question,
on like how to integratewith snapchat, i don't really give a shit, i justmean what's your take on something sofundamentally human and emotionallyrich and compelling? - [gary] well, let's dowhat i normally do in scenarios like this. this is what i think aboutbusiness and why i consult and why i invest,so it's a really interesting, so first of all top line,
if you're talking aboutbreakups and relationships and things of that nature,you're at the tippy top of emotion which is immediatelyinteresting business, right? like there's a lot to be done. i guess my nextquestion would be instead of doing somethingyou don't give a shit about, which would be a tactic,leveling that up to a strategy i have to understand whatyou're trying to do backwards. i think the biggest mistakefor so many people in this
room is that you don'tknow where your finish line is. and if you don't knowwhere your finish line is, you can't reverse engineerit to make what happens. i know that i want tobuy the new york jets, so three years ago,i sold 30% of vaynermedia when it was doing$14 million in revenue and i knew it woulddo a 100 in two seconds because the personthat wanted to buy it owned the miami dolphins
and i wanted toget into the ecosystem, so i left tens of millionsof dollars on the table, because i knowwhat my finish line is and i've mapped my behavior. and now i'm veryfriendly with 11 owners, if i ever amass the wealth,i'll easily get voted in and so that's how i'm thinking. me as a proxy there,i don't know if you want to buy the new york jetsor things of that nature,
but on a more granular level, at least short term, how do you want to monetize? what are you trying to sell?your coaching advice, a product,a service, what are you doing? - [man 2] yeah a combinationof product, services and soon to be supplements. - [gary] so i think the thingthat you need to really think about is buildingawareness, and i think
awareness comes through content. i just think peoplegrossly underestimate content. and you know it'ssuper ironic, because it's funny that that was your i do think snapchat has a realoppor-- you know, let megive you an example, mike my personaltrainer, 18 months ago, i decided to takecare of my health, i hired a full-timehealth employee,
travels with me,the whole fucking nine. right? he's done really well. he should be fucking paying me. his business has done5x because he just hangs around vayner.(audience laughter) i'm actuallyquite bitter about it, so anyway, so he'sbeen doing facebook and youtube anddoing all this stuff and definitely likeplaying my blueprint.
since january 4th,snapchat has sold more people to hisplatform of $400 a month online healthcoaching than anything he did in facebook or google for two and a half years. right, like seriously? like even that'ssurprising to me, we're talking about seven weeks. it just has that much attention.
i guess health coachingis more of a human thing and it makes sense. i actually weirdlythink it could be ironic and a continuation of our story that the thing that you said i don't care aboutthe tactics on snapchat, i actually thinkif you're capable or somebody in your organization is capable to producecontent in that environment
that there could be a reallygreat gateway drug to that. i also think that ifyou marketed against people whose relationship statuswent from in a relationship to single and ranfacebook ads with the right creative against thatdemo on a daily basis, your fuckingbusiness would explode. - [man 2] that's not atargeting feature yet, but i'm praying for it. - [gary] it's coming.- cool.
- [gary] and sothat targeting feature is literally 40 seconds away. - sweet. - [gary] yeah, so just waitand fucking smoke weed in jamaica until it comes out. - [man 2] thank you.(audience laughter) - [ryan] we can maybedo like one more row, unfortunately clock's getting-- - cool, my man.
- [man 3] hi gary,welcome to san diego man, thanks for comingout, making the trip. - [gary] dude i love, how many people are here from san diego? - dude i fucking love san diego. the jets have won twohuge playoff games here. - [ryan] yousee what he did there? see what he did there, heset you up, you took the bait. - yeah, yeah, yeah,yeah, at least it's not orange.
- [gary] go ahead, man. - so one of my brands, we have about a thousand, under athousand orthodontic locations and orthodontists aredifferent than dentists because they dealwith a lot of kids and they have to recirculatepatients and whatnot, so when we found out thatyou were going to be here, in one of our groups, i said hey going to get a chance maybe to ask gary aquestion, what would you ask?
so their question i think wasi could have probably guessed, but i think what's coolabout you dude is the way your goggles work iswhat manifests your actions, it's your viewpoint. and so thequestion that they i'll try to interpret this as best i can is ask gary, go backto when you were helping your dad, now imagineyou couldn't do it for him, but imagine that hewould take your advice,
and imagine hewould do whatever it is that you needed him to do, now imaginehe's an orthodontist,-- - [gary] yep. -and now imagine he's today, this is happening right now, they said ask garyif i was gary's dad and it was anorthodontist and it was today, what would he be doingto help us move the needle
if he was our kid and i'm like alright. - [gary] and these areorthodontists who have offices in local placesall over the country? - [man 3] yeah,we're under a thousand locations right now,but there are-- - and this is thegateway to get people to get moms to bring theirkids into the orthodontist? - you're talking a lot of14-year-old kids with the sort of rite ofpassage thing going on--
- [gary] but i assume themother is making the decision in that businessdecision to which orthodontistthey're going to use. - it's interesting,you can market to both and they can kind of getthem to communicate to children. - [gary] you could and soi think what you do is i don't know thebusiness well enough, but i've had two toy clients, the two biggest toycompanies in the world
and i keep arguing with them. they keep wantingto market to the kids, which only becauseof laws in america, which would also applyto you because of the way advertising to kids works here, that means they canonly run tv commercials on like nickelodeon, right? i've been arguingto them that the mom is much more of a decisionmaker in that household,
if it was my dad andhe was an orthodontist and i was 20 today,i would convince him to move an enormousamount of money to facebook and i would spend itall on 42-year-old mom with kids in a onemile radius of our locations because that feelsthe quickest practical way to more dollars thatin year two would allow me to take 20% andmaybe start playing towards the kids a little bit. right?
after school is areally fascinating platform right now that i'mpaying attention to that is basicallyhigh school facebook. you can only be in high school. you have to prove itwith your high school id. that could be aninteresting platform, but they don't advertise yet, but i would keep an eye onit and wait for them to open because whoever land grabsfirst is going to under pay
so those would become a buti would go all in on facebook. facebook ads againstmillennial moms is fucking gold. - [man 3] big time.- gold. - [man 3] cool and then thegirls just wanted to make sure, you actually are married right? - [gary] yes.- okay, i was correct. - [ryan] are you making,this is about to get real. - married.- she lives around town? - getting real in thewhole foods department here.
thanks gary, appreciate it.- thanks brother. yo! - [man 4] hey dude.- hey dude. - [man 4] so i owna few e-com businesses that sell physicalproducts and i heard you talk briefly aboutaffiliate marketing, no sorry mini influencer marketing on instagram, where they have like600 to 2,000 followers, one of my businesses,i sell jewelry to women.
my idea was tobasically find hot chicks. - [gary] period! - yeah, period. - [gary] but keep going. - and send them a free product and hope that they postit on their instagram page because they'llinfluence their followers, but you said you need 40,000. - [gary] just rememberthat a lot of hot chicks
have a bunch of fuckingcreeper dudes following them. - i know, yeah,you're right, yeah yeah. - [gary] go ahead, and that's aserious point by the way. i'm giving yousomething right away. we do a lot ofinfluencing to females and pretty girls do wellwith converting other women into the funnel, but be careful, because a lot of them don't because it's allscum buckets you know.
- [man 4] got it,you also talked-- - [gary] there's an app calledground signal that you should look at that willgive you scale against the targetingterms that you want and that longtail that you need. otherwise, it will take20 humans a million years. - ground signal okay, yeah, that was theanswer to my question. - [gary] i figured.
- because i wantedto know how to quickly get 40,000 mini influencers. - [gary] grab ground signal.- got it. all right thanks buddy.- you got it, brother. - [ryan] ground signal. - yep. - [ryan] you can findthat on the world wide web. - that's the thing.what's up my man? - hey gary, i wonder,
where is grandma going after snapchat? - [gary] death? so grandma, grandma is facebook. facebook, facebook, facebook. grandma's not eventhinking about snapchat yet. if you're askingme after snapchat, if snapchat's able toget to where i think it could and get to moderngrandma 10 years from now, which is really 49-year-old female now, 59 you know.
i mean we're talking20 years before i would be thinking about what'sgrandma going to after snapchat. grandma right now isreally entrenched in facebook. one of the thingsthat would blow you away, i've startedinvesting in and advising companies that are targeting50 to 90-year-old americans, because facebook isso good for that demo. because the goodthing about grandma is, and it's not even on her phone,
though it is moreand more every day, grandma's going throughthat newsfeed nice and slow. - [man 5]what i was really asking also-- - [ryan] so creepythe way you just said that. - [gary] it's just true.- [ryan] i know, i'm not just. - go ahead. - [man 5] what are two orthree platforms to look for in the next two or three years? - [gary] just in general?
i think i mentioned them, i think the twoemerging platforms that could becomeas big as snapchat, or the next big thing, are musical.ly and after school, so i would look at those two. i think it's gonnabe really fascinating to see if jack dorsey canturn twitter's product around, which would thenstart a five year process
of them reemerging. but i think spendingtime worrying about that is super insignificant. i think there's somuch work to be done on facebook,instagram, emerging snapchat, email marketing,google, content, medium.com, to write long-formcontent to convert. there's so much to be done now. it's kind of, you knowwhat you basically asked me,
hey gary, m*a*s*h or seinfeld'sthe number one show now, and i want to do commercials. what's gonna be thenumber one show in four years? i don't know, andwho gives a fuck, right? let's just runthe best commercials while people arewatching seinfeld, and then we'll worryabout when er comes along. - [man 5] perfect, thank you.- you got it. - [ryan] yeah,two more unfortunately.
i gotta be the bad guy. - really? i thought we had 6:40? okay let's just go. - you want to go to 6:40? - [gary] yeah.what's up my man? - long time listener,first time caller, love you, love your show. - [gary] thank you.
- little radio shoutout. - [gary] that was good. - i've actually changedmy question three times since i've been up here, but i'm gonna go with this one.(audience laughter) i've heard you say, i don't know if itwas a couple years ago or how long it was, but you kinda made a prediction,
and you weretalking about amazon and how you predictedamazon would one day take walmart down. and so i, since this istheoretically a room full of internet marketers, i was wondering whatyour thoughts are there, and what could a roomfull of a lot of information marketers,consultants, lead generators, that are trying toget more towards branding,
learn from amazon whichis doing some amazing things right now and whereare you at with that? - that was justinfrastructure costs. what i think, what iknew was gonna happen is that consumerbehavior was shifting and we were going towardsan on-demand economy. i mean, you know,really the only vulnerability amazon has is whether itwas wish or whether it was uber, like we are gonnademand in a decade
to have every singleproduct we want within the hour, like all of it. and so what i justknew was that walmart had all its costs andinfrastructure in locations, and every day that goes by, more people aregonna buy online. i also knew that peoplewere moving into cities. so if you look at the trends of where peoplewant to live now,
it's more and more city culture. all the cities arereemerging, detroit, it's just everywhere. so and it's still not over yet. it's funny, i took alot of flak for that, it was five years ago, i was pretty emphatic about it. and when walmart closedall their stores the other day, i got a windfall of emails.
and it's still gonna take time. look amazon's gonna open stores. amazon's gonna open stores. so it's not aboutbricks and mortars, it's that whenamazon opens its stores, they're not gonna be fat. they're gonna be efficient. and that's whyinternet companies that open up retailstores are gonna be smart
because they'regonna do pop-ups, they're gonna do lightweight, they're gonnado minimal product. when you've a maturebusiness, you get fat. and you just have moreand more and more overhead. so there's that, and then what was thenext question, what else? - [man 6] i feel like i kinda wasted my question with that one, but,no i was just saying
(audience laughter)- sorry i fucked up. - [man 6] no, no no, not on you. (audience laughing)it was my fault. there's internetmarketers in here that are, a lot of most of us arefolks on direct response, and we're tryingto do this convergence into branding andi've this perfect. - [gary] and do youthink it's commerce too, or, just branding?- no i'm just saying,
amazon is obviously ahuge internet company. - [gary] dude it comes downto what i speiled about for the first 30 minutes. i wasn't talking tactics, i was talking religion. if you're, now that iunderstand your question a little bit better, if you're tryingto make the transition from just quant dryou know to a brand play, you have tochange your behavior.
you know i like to sayif you want to be an anomaly you have to act like one, which means youhave to do different shit than everybody else, right? so you know if you want tobe in the branding business, you have to do branding things. a la, you need to takethe logo of your company and you need toemail tim ferriss and say, can my companysponsor your podcast?
and he's gonna saycool, $8,000 an episode. and you're gonnasay, fuck, right? because you're gonna say, well how do i quantify the math? you don't. it's kind of like forthe people in here building, anybody here have acompany that they run that has 50 or more employees? right, so for thecouple of us in this room,
it's kinda theway i think about hr, and the way i treat my people. most of the thingsi do with my people are very bad business decisions. it's why, from a mathstandpoint, my cfo hates it, my brother hatesit, and my coo hate it. but i like it because i know that if i disproportionatelyovertreat everybody well, that that extratwo months of severance
that they didn't deserve still has brand impact, got it? so if you want to getinto the branding game, you have to stopcounting the beans. you have to start investingin creative and stories and long-term and branding, and so you have tochange your behavior. two years ago i wanted tolose weight and get healthier. i changed my behavior.
i stopped fuckingeating muffins every morning. do you know muffins havemore calories than donuts? that shit is fucked up. i was pissed.i was like the corn muffin? i was like son of a bitch. it's a corn muffin,it should be healthy. - that was a riderdowner right there, if you guysdidn't catch that one. - alright let's do it.
- [man 7] hey gary.- hey brother. - [man 7] if you werebuilding an online physical e-commerce brand, like a wallet brandor a sunglass brand, how would youpractically go about building that content forsnapchat right now if the brand isstarting from scratch? - so let's go more specific soi can really answer this for you and i'm sorry,i can't hear super well.
you have a sunglassand wallet business or? - [man 7] no say like either/or,so if you're building you know like all the... - [gary] if you'reselling a physical product that's in the $15 to$100 range per unit? - yeah. - [gary] is that good or no?- yeah a $100. - [gary] you know look firstof all i would really focus on instagram. instagram iskilling it for stuff like that.
i mean you look atprotein world and shreds and like some of thesecompanies that have gotten from zero, thefucking hover fucking boards and all that shit, likethe amount of wine we sell through there like,you could you know, when you thinkabout wallets or fashion you know, print was a hugemedium for those things, right? page 87 in vogue,things of that nature. i don't thinkanything's changed,
i just think there's newplatforms that took over. i look at instagramas modern day print, i look at instagramas vogue and elle and cosmo all wrapped up into onefor every female 15 to 45 in america, and definitely35 to 45 on the coasts, and 15 to 30 in america. and so i would tell youto really focus on instagram, really focus in influencers,a lot of those influencers are starting tobuild up their snapchats,
but that's a commercial andthat's a little bit different product integration,nothing's new man, it's just that you haveto the palate to understand the kind of videocontent that will fly in a snapchat environment justlike a super bowl commercial feels different than acommercial on local access, it's about the context ofthe content a lot of times. but i would goinstagram hardcore. - [man 7] so if you were tryingto stay ahead of the curve
and build that brandonline, like moving watches, you know all these shopifystores that are crushing it, instagram, but if you wanna stayahead of the curve and go on-- - [gary] instagram, instagram. because instagramis ahead of the curve, instagram mightnot be for everybody who's been payingattention to social media every day for four years,but your competitors, look, i'm veryfriendly with the founders
of warby parker, they'renot crushing instagram yet. i'm the firstinvestor in birchbox, i had dinner withkatia the other night, she's not crushing instagram yet because theyalso have gotten fat, not as fat as fuck as walmart, but they got a littlelove handle shit going on. and so, and so theanswer is instagram. cool, what's up bro?
- [octavio] gary,the wine expert. my name is octaviofrom chile, we have very good quality wine. - you think so. i'm kidding,i'm kidding, i'm kidding. i'm kidding, go ahead. - but very low price dueto our very low branding. except one company, conti turo, they did a strategicalliance with manchester united,
they are in the moon now. now i am starting my agencyand i have wine company, okay, as a client, how doi help them crush it without the strongpersonality of a ceo or a owner as you did with dad? - [gary] so just remember, and i want peopleto understand this, and this is when lore andbranding takes over reality, which is a wholeanother nothing with branding
that can be good orbad depending if you know how to control it. i took my business from$3 to $60 million, went three to 45before wine library tv, so i did not use my personality, i didn't even sayhello to the world until i was 30 years old. so what i did was everythingthat we've talked about for the last hour and a half.
i marketed correctly today. you take up, andthis a world i know well, do you wanna market in the us? - [octavio] in the worldyes, the brand, yes. - but like are wetalking us market branding? - [octavio] yes, yeah. - if you go to instagramand search the hashtag wine, and wine review and allthat and you deploy people reaching out toall the sommeliers
that are now reviewing wine on instagram andyou incentivize them by either givingit to them for free or if they're alittle more fancy $50 or $100 for a review, and you tell themthat if they don't like it, if i'm paying them i'dsay if you don't like it don't review it,you'd prefer they don't say it's a piece of shit, right?
but if you wereto do that at scale back to that younggentleman over there also with ground signal,if you went out and hit, right now i know 1,000 sommeliers across america that are leaving a lotof reviews on instagram, if you've got yourwine to them at scale i think you could starta match that would give you an opportunity because alot of press follow them.
see the other thingthat people don't realize is when you do thingsright the reason $3 to $50 million andthe reason with vaynermedia, when you do thingsright there's momentum against that right. you did instagramright you got 1,000 people, some of the peoplethat follow that sommelier are us normal people and theybuy it and the wine selling, but other people are the press,
and then they'rewriting six good deal wines under $20and they mention yours 'cause they saw itsix times on instagram because you properly daytraded attention, got it? - [octavio] awesome,thank you gary. - you're welcome. one more or two more. - [ryan] let's go two more. - i really just wantedto get in this dude's hat,
i was like it's his fucking hat. - [ryan] is this question rated arrr? - yeah, that's good. so my question is... - wait a minute, youweren't joking that the first one of these were justshit jokes the whole time. - [ryan] yeah,no, they're all like this. - so my question isregarding kind of the emerging platforms for contentrecommendation discovery,
i'm not sure if you'refamiliar with them, like outbrain,taboola, revcontent. - [gary] know it super well, man. - okay awesome, sojust your opinion on those and where you see thosegoing and if we can use those. - [gary] it's justanother marketplace, right? like fucking how long haveyou been jamming in that world? - about three years. - [gary] well then you fuckingknow what three years ago it was
compared to what it is today. right, and so what you needto realize and think about is you know, is itstill exactly work, like it just right, it'sjust when does it flip over and it's not worth it anymore? i mean two, three yearsago i was fucking in love with that shit andlike it really worked, you know 17 fucking boob shots, you know likethat would work right,
like putting hotchicks as a picture even though the headlinewas about like modern medicine and that shit worked,like all those hacks worked in that world,but i think you know is because we ruinedit and put hot chicks over things that havenothing to do with them people stoppedclicking it as much, they still click it,there's certain market places, and so i think mythought on that is
much like deal of the daywith groupon and living social, much like what i livedthrough with e-mail and seo, much like what's gonnahappen with social media, we know it works,but is it arbitraging the way you want it totoday and don't get romantic and let it be your only thing. guys how many people hereright now by show of hands are really happy orfeeling really strong or feeling successful,like business is good,
business is booming, how many? i'm really scaredof those people. because they are the peoplewhen things are going well that's when you're leastlikely to break your shit. the thing that i'm mostproud of is every single day i wake up, i try toput myself out of business. right now i'm atthe prime of my career and i'm trying to putmyself out of business, i'm trying to stress testall my hyperbole on stage today,
does it still work,is it still a good value? so i would sayto you 18 months ago when you were inyour prime in that space that would've been agood time to start taking some of the profits, dollars,and your energy and time and start learning whatwas happening on instagram. got it? it's that game,deploying some of the energies and dollars to what youwould think is emerging next to be therewhen yours goes down.
so i think it'sa viable platform, i just know it's notconverting the way it used to for most of thestuff that i'm looking at. - [man 8] thank you.- you're welcome. - alright, dude youget to be the last one. - [audience ryan] thanks. - i'm so sorryfor everybody else. i know it hurts but youcan bum rush real quick and i'll give quick daps or something.
i got a two hourfucking drive to fucking lax so i'll answer a shit loadon twitter so you can ask there. i promise, go ahead my man. - thanks fortaking the question. ryan here. i do a lot of live streaming andone of the questions i have is first of all as an agency i havean agency here in san diego, how would you recommendincorporating periscope into what we do as an agency.
- [gary] as agateway drug to clients? - yeah.well, both. for the clients for themto leverage the platform, how to charge for it. - [gary] i would say give awayall your best advice for free. - [audience ryan] okay. - and so that is theanti-answer to all agencies. the craziest dirty little secretabout me is i give away all my advice for free shit thati'm using to build $100 million
billable, not passthrough, agency because 99% of fuckers don't do it.- [audience ryan] okay. - that's like thecraziest dirty secret. there's people here that thinkthey want to hold on to their biggest gift or the thing theyknow and the number one thing you do is give it away for freeas leverage because the reality is most people won't do it. everything i just talked aboutmany things people are like ooh, i want that's goodyou're just not gonna do.
- [audience ryan] so you'resaying give away in order to-- - [gary] i mean sit infront of the stream, right? - right. - on periscope andstart giving away good advice. like this week one ofour clients really crushed it because they did this facebookad against this targeting or whatever the fuck you do. - [audience ryan] yeah, no,i'm doing that i guess and that's building my plaftorm.- [gary] yes.
- and building my agency-- - [gary] how longhave you been doing it? - for seven, eight months.- [gary] not long enough. - i, okay. - [gary] you know what i mean?- yeah. i hear ya. what do you thinkthe future is-- - [gary] the other thing, if youwant it to be a gateway drug you should be saving that stream, then posting on your facebook page
and then targeting employeesof companies that you want to hire you.- [audience ryan] okay. - [ryan] but you also wantto do it for clients, right? - [audience ryan] yeah, yeah.that's exactly. - no, no i gave him theright answer which is take that content then take it outof periscope download it, upload it as a facebookdark post and then post it and targeted against employeesof the 40 targets for businesses within a 10 mile radius or100 mile radius or
wherever in the world. there's much more b-to-btransactional opportunities on facebook than people realize ifthey started targeting employees of the company, especiallyif you started things with like, "does know does yourcio know," you know,-- - [audience ryan] yeah. - and then you havethe employees forward it to their cio. - [audience ryan] gotcha.
- practitioners mother fuckers. - thank you, that's awesome. where do you seethe future of google, like livestreaming 360. - [gary] love it. - i'm gonna produce anaction sports day here coming up really soon. - [gary] i'm obsessed with 360.- on periscope. - [gary] i'm an investor in acompany called little str that
you should check out with no a, - [ryan] yeah.- before the r. we've done the aflac, likefacebook and google just made vaynermedia partners because of the great workwe're doing with 360. i'm obsessed with 360. - [ryan] i think it'sdefinitely the future. - [gary] it's huge. - so where doyou see that going?
i see it going... - [gary] i think it's going well. - yeah, okay.(audience laughter) and now google. - [gary] i think people aregonna look to hire people that are doing 360 video. for example, i just dida 360 video that i lost $120,000 in hard costs on because i just wantexamples for the market
that i know is emerging. - [ryan] okay and youtubenow they just announced they're gonna do 360. - they sure did.- [audience ryan] yeah, awesome, alright.- awesome. - [audience ryan] thank you. - alright, i'm gonna sneak onemore in real quick with a beard and then that dude allat the end is really fucking grinding so we may
have to do three morebut i'm going real fast. don't worry about dinner. alright, here we go. - you rock, bro.- [gary] thanks man. - okay, so i don'thave a huge following. my name is keithpersay by the way. i don't have a huge following,i don't have a huge email list, how the fuck do i sell a ton of#askgaryvee books and out-hustle everyone in the#askgaryvee squad?
- [gary] well, i think youshould go door to door-- - [ryan] obviously.- i would go door to door. you know what's funny it's kind similar to the first question this whole thing.- [keith] right. - the only way when you don'thave a lot the only way you win when you're width is lessis your depth is more. like if you literally compelevery human being that you know super well to buymultiple copies of the book, which feels funny to sayout loud and i appreciate it,
you'll do better. you know there's alot of people that have, i have tons of friends whohave hundreds of thousands of followers and have huge reachand they're gonna tweet it and i'm gonna sell four books. it's always depth, man. it's always, always depth. - [keith] always, awesome. - and it's depthin practitionership.
that little rant we just had with that awesome dude it was fun for mecause i really know what the fuck i'm talkingabout 'cause i do it. so it's depth in your skillsand its depth in your approach. it's the only thing. always, forever. it's so fucking zen. i like your beard, too. alright.- [keith] thank you.
- [henry] hey, what's up, gary? this is henry from new jersey. - where in jers?- [henry] long branch. - love it. - [henry] i don'treally have a question, i just want to sharea quick story with you. so about 16 months ago, i almost went out of business. i had a graphic design businessand i made all the wrong
decisions invested in the wrong.- [gary] yep. - and then digital marketerpopped into my life somehow, someway and i just want to takethis opportunity to thank ryan and the whole company to help me get out of my little jam and 16 months later we did1/2 million dollars in sales. - [gary] that's awesome.(audience applause) - [henry] and for gary,
i tag the shit outof you on instagram and i'm surprised you didn'ttell me to go fuck myself yet. (gary laughs)i'll tell you this. i watched this one video. - [gary] you know what? that's a good example 'cause i want to makelearnings for everybody, depth versus width. everybody who tags me oninstagram 'cause they think it's
a pop up in my feed and theni'm gonna look at their shit, like i know what you're doingand so does everybody else that you're doing that to and allyou're doing is actually ruining your brand equityinstead of winning. this is another exampleof depth versus width. cool, you think you're gonnaget all these people to see it. the way, the context of your actions matters justas much as your action. go ahead.
- [henry] so thevideo you you put out, it was a few months ago. it looked likea nike commercial. it was really well done.- [gary] fuckin' drock. - yeah, i give that dude props. but the one thing at the end ofthe video you said which just hit me like a bolt of lightning you said there'sno game over for me. - and that just,i'm gonna get emotional
but that hit me hard, dude. and i think between ryan's camp, click funnels and your hustle and your motivation, ambitiongot me to where i am today so i just wanted to say thanks. - [gary] thank you so much. you know, it's funny, i so desperately push against the motivational, rah-rah part of my life.
like i do it and i'm good atit and i like it but like every time i'm like fuck this,i don't want to do that anymore. let me just keep buildingbusinesses like you hear that shit and it's like crazythat, it's communication. i do as a human but your business andbrand can do it too. it's unbelievable whatcommunication does and when you see like a dude wear a wristbandfrom your wine show in 2008 like that kind of communicationis just so intense.
yeah. - thanks so much, gary. - [gary] dude,those other two people should really thank you. that dude got totell his emotional story, because you werereally not willing to let me off stage. so, i'm impressed with the hustle. - it was a goodtestimonial too, right?
i'm jackson, i'm from australia. just a quick one onsnapchat for everyone. is there a formulaor a conversion rate on how many views you'regetting to what you would pay for a shout out? or some sort of advertisement? - just first of all, i thinkyou're really attractive. (audience laughter and cheers) so, i wasn't, i didn'thear much of what you said.
good looking young dude, right? - [ryan] have youbeen to australia? they all look like that.- [gary] so, wait a minute. you asked is there somesort of data that supports what you should pay-- - hold on, i thinkyou're like the smartest person in the world right now. - [gary] well,thank you, brother! - honestly!
- [gary] should wehook up or? (laughs) (audience laughs) - [ryan] now we're gettingback to the original purpose for snapchat right here!(audience laughs) - [gary] alright so,let me ask you a question, are you asking is there some reallyquantifiable understanding-- - like, like a ballpark-- - [gary] to understandwhat to pay people
for snapchat shout outs?- for example, alright,i'm in financial services. i run like atrading education company. it's a very similarbusiness model to this. and you know for snapchat, what would i pay someone with 30,000 viewsper 10 seconds? - so first of all,are you even in a funnel where theconsideration is 30 and unders
would buy your shit?- [jackson] no. - so, that's what i thought. and so what i would sayis keep paying attention. you know, it'slike running a marathon. get on the treadmill, but iwould highly, highly advise you not to do anysnapchat marketing right now, 'cause thataudience is not there. it's 30-year-olds and under, and it's emerging socialmedia and marketing people
of all ages, that are your first group there. so, they're scattered. but in 12 months, in 24 months,they're gonna be there. and so you wannaknow how to execute. that's number one.number two, yeah. it's gonna be hard, because you'll bedoing endorsement. it's like trying to figure outwhat to pay beyonce.
or what to pay, you know? 'cause you're notgetting math clicks yet. you're just getting awarenessand then conversion. what i would tell you is, this is now for other people, that can take this advice. i would ask an influencer, if you're really paying them, and they're willing to do it.
because they may noteven be willing to do it. i would ask them to do a call-to-action snapto show you how many people screenshoot their call-to-actions as a ratio to how manypeople watch the story. so the reason i'm sobullish on snapchat is when i go in for an askand say screen shoot this and do something. when you've got 25,000people that see something,
and you have 9,000 peoplethat screen shoot something, not click, like that! you're talking aboutreal depth of engagement. so, i think theway you could proxy how much attention isreally happening is that. the other thing isi would just assume the attention's happening, 'cause that's wheresnapchat is in its life cycle. i think the bigger issue is
what's the makeupof their audience? and are they in theconsideration to buy what you're selling? - [jackson] so, whatwould you recommend instead? like periscope, facebook live? - [gary] facebook, man. - facebook? - [gary] facebook. number one? - [gary] yeah. - alright, and would youexpand into facebook live
and periscope as like a nextsort of center of attention? - [gary] well, it dependson who's doing that content and can they siphontheir audience to convert for what yourproduct and service is? - right.- [gary] right? so, if you've got theright personality, absolutely. - what about instagram?- [gary] yep. - hypothetically, speaking?- [gary] yep. i would tell you that there'sso much depth of targeting
on facebook that i wouldfirst try to go deep into that. and you can flirtwith the other stuff, but that's where you gotta go. - [jackson] we're prettydeep into facebook, but instagram,what's like your best tip? i've got about 16,000. and i got like 5%-10%conversion on 16,000. what is the best wayto get through to the-- - [gary] i thinkthe biggest problem with
instagram right now is i'm stunned that the targetingcapabilities aren't perfect like they are on facebook. they own both companies. they're the besttech company in the world. i've been surprisedthat when i target instagram, it's not actuallytargeting that person the way i'd expect it to. so, i would just test and learn.
the problem with your questionsfor me right this second is there's just a couple oflayers of details that i need to understand betterto give you real advice. but i will tell you this, even i spending$100 million a year on ads right now, focused on it 18 fucking hours a day, feel like there's still alot to be done on facebook. so no matter howmuch you're doing,
don't completely say thatwe've got facebook done yet. - [jackson] sweet.thanks so much, gary. - take care man. thank you guys! - [ryan] gary vaynerchuk!big round of applause! - [ryan] thank you, brother! close this out. see you on the the other side. big round of applause, hey!
we're gonna be back here in this room gettingstarted bright and early. show up at eight, if you want a seat - [gary] i got tosay hi to friend. - we're gonna getofficially started at 8:30. thank you allagain we got another content packed day tomorrow. so make sureyou're here, thank you!
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