Complete Social Media Marketing Strategy For 2025 | GaryVee Keynote
Zusammenfassung
TLDRGary Vaynerchuk speaks about the significance of social media in business growth, emphasizing the shift from traditional Google search towards platforms like TikTok and YouTube Shorts. He explains the evolution of digital marketing, focusing on the importance of contextually relevant, interest-based content rather than solely increasing follower counts. Gary advises businesses to post consistently across multiple platforms, adapting the content to fit each platform's audience. He also discusses the growing impact of AI on traditional search engines and urges companies to understand and utilize consumer attention trends proactively. The importance of the interest graph, which focuses on what consumers are interested in rather than who they know, is highlighted as a key driver for future social media strategy.
Mitbringsel
- 💡 Social media, especially platforms like TikTok and YouTube Shorts, is crucial for business growth.
- 🌊 Adapt to changes in consumer behavior and digital landscapes to remain competitive.
- 📉 Traditional Google search is declining with the rise of AI, necessitating new strategies.
- 📷 Consistency and authenticity in posting content daily are vital.
- 🎯 Focus on interest-based content (interest graph) for prolonged engagement.
- 🤝 Engaging authentically with audiences is key to social media success.
- 📊 There's a shift from follower counts to content interest in digital marketing.
- 📺 Utilize multiple platforms for a broader reach and adaptability.
- 🎥 Personality isn't essential; instead, focus on value-driven content.
- 🚀 Anticipate technology trends to stay ahead of the market.
Zeitleiste
- 00:00:00 - 00:05:00
Gary Vaynerchuk discusses the misunderstood nature of social media marketing in the business world, urging people to adapt to change instead of ignoring it. He emphasizes the potential for business growth through organic social media strategies and critiques the reliance on Google search, predicting a shift away from traditional search behaviors.
- 00:05:00 - 00:10:00
Vaynerchuk highlights the evolution of social media from a follower-based model to an interest-driven model, exemplified by TikTok's rise. He stresses the importance of utilizing social media platforms to reach the appropriate audience and argues that focusing on interests is more durable than relying solely on personal networks.
- 00:10:00 - 00:15:00
Gary advocates for producing content tailored to different social media platforms, adjusting strategies to engage users effectively. He emphasizes the importance of daily posting to maximize the business potential of social media channels, recommending platform-specific tweaks to enhance reach and engagement.
- 00:15:00 - 00:20:00
Vaynerchuk encourages businesses to share knowledge and demonstrate value through social media content to build reputation and trust. He recounts his experience with Wine Library TV, highlighting the significance of honest content and the impact of going beyond sales-focused interactions.
- 00:20:00 - 00:25:00
He suggests creative content strategies such as reviewing businesses, sharing personal interests, and providing industry insights as effective methods to engage audiences. Vaynerchuk urges persistence despite initially low engagement, highlighting the potential for viral success through consistent efforts.
- 00:25:00 - 00:30:00
Vaynerchuk emphasizes the role of AI in content distribution and targeting, suggesting that businesses should utilize it to improve ad placement. He advises using successful organic content as validated ad material, thus reducing advertising risks and maximizing resource efficiency.
- 00:30:00 - 00:35:00
Sharing a personal anecdote about sending a customer a personalized gift, Gary illustrates the 'Thank You Economy' concept — leveraging acts of kindness to build business rapport and loyalty. He underlines the potential of unexpected gestures to increase business retention and word-of-mouth promotion.
- 00:35:00 - 00:40:00
Gary continues with insights on personal branding and community engagement, highlighting the importance of direct interaction with customers through social media. He reiterates the significance of adapting to current trends and utilizing platforms like Instagram for localized engagement.
- 00:40:00 - 00:45:00
He advises balancing traditional and new-age marketing strategies, stressing the risks of remaining in outdated methods. Vaynerchuk reveals how evolving with consumer attention patterns and leveraging current social media capabilities can create significant business opportunities.
- 00:45:00 - 00:50:44
Vaynerchuk ends with a strong warning against relying on outdated platforms like traditional Google search, amidst the rise of AI-driven tools like ChatGPT. He advocates for multi-platform presence and active brand marketing to withstand technological disruptions and consumer behavior shifts.
Mind Map
Video-Fragen und Antworten
What is Gary Vaynerchuk's main message in his speech?
Gary Vaynerchuk emphasizes the importance of leveraging social media for business growth and adapting to platforms like TikTok and YouTube Shorts.
Why is content on TikTok and YouTube Shorts important according to Gary?
Gary believes these platforms are pivotal due to their focus on interest-based content, which aligns better with changing consumer behaviors.
How does Gary suggest creating content for social media?
He suggests producing one to two videos or pictures daily, tailored for different platforms, and focusing on value and authenticity.
What is the 'interest graph' Gary refers to?
The 'interest graph' refers to content tailored around people's interests, which can be more engaging and have more longevity than the typical social connections in the 'social graph.'
How should businesses handle changes in the marketing landscape?
Businesses should adapt to new technologies and platforms, staying proactive in engaging with consumers via relevant content.
What are the key platforms Gary suggests using?
Gary suggests utilizing Facebook, Instagram, TikTok, YouTube Shorts, and LinkedIn for posting content.
What major change does Gary see in search engines like Google?
Gary anticipates a decline in traditional Google searches with the rise of AI, transforming how people find information.
What is the key to successful social media engagement according to Gary?
Consistency in posting valuable content and engaging authentically with the audience is crucial for success.
How does Gary view the role of personality in social media content?
While personality can enhance content appeal, he emphasizes authenticity and expertise more.
What analogy does Gary use to describe businesses not adapting to changes?
He compares them to bookstores that failed to adapt to the digital age and were subsequently outcompeted by businesses like Amazon.
Weitere Video-Zusammenfassungen anzeigen
- 00:00:00the ROI of a basketball for LeBron James
- 00:00:03is billions of dollars for me Gary
- 00:00:06vaynerchuk 40,000 I've torn both
- 00:00:08meniscuses it's cost me some money the
- 00:00:11thing that is most misunderstood in the
- 00:00:14business and marketing world right now
- 00:00:16is that people speak about social in a
- 00:00:19blank statement don't sit here and do
- 00:00:22what all of you do which is put your
- 00:00:23head in the sand when a wave comes go
- 00:00:25find your surfboard and ride that wave
- 00:00:28this whole room just stood up that
- 00:00:30Google search is a dominant force in
- 00:00:31their business and in 48 50 66 months
- 00:00:35that behavior will be gone very hard to
- 00:00:37click a [ __ ] Google ad when you don't
- 00:00:39even go to Google in the first place
- 00:00:41wake up there is not even a close second
- 00:00:45in activity that can grow your business
- 00:00:47to a proper organic social media
- 00:00:51execution that means for this room
- 00:00:53taking a step back in understanding how
- 00:00:57do I post a video and picture
- 00:01:00every single day on social media on all
- 00:01:04five to seven major platforms to grow my
- 00:01:08business and let me explain it in detail
- 00:01:10how many people here do social media for
- 00:01:12their business raise your
- 00:01:13hand how many people feel like it's the
- 00:01:16disproportionate reason your business is
- 00:01:18growing raise your hand great so 80 to
- 00:01:2290% of this room raised their hand when
- 00:01:25they said do it three humans raised
- 00:01:27their hand when they said it was the
- 00:01:29driver
- 00:01:30the opportunity is undeniable the math
- 00:01:34supports it
- 00:01:35dramatically the reason three humans
- 00:01:38raised their hand at it is they are good
- 00:01:40at it that is a very small percentage
- 00:01:44that is the punchline of why I came here
- 00:01:46today what has happened in Social over
- 00:01:48the last couple of years two of the
- 00:01:5115-year journey of social is profoundly
- 00:01:54important to everyone here I have been
- 00:01:56giving this talk in a
- 00:01:58variation because I so believed in this
- 00:02:01movement basically since 2007 that is 17
- 00:02:05years of this in the first 15 years of
- 00:02:09me giving this talk to these kind of
- 00:02:12events it was more like email marketing
- 00:02:15you had to amass as many followers as
- 00:02:17possible with your content and then when
- 00:02:20you would post a percentage of them
- 00:02:22would see it I think that's going to
- 00:02:23make sense to everybody I think
- 00:02:25everybody can agree that even if you're
- 00:02:27a very basic understanding of social
- 00:02:29marketing the understanding of get
- 00:02:31followers and those people would see it
- 00:02:33a percentage of them was the model that
- 00:02:36is why as time went on and people in
- 00:02:39this room that are very behind on it it
- 00:02:41would become daunting if I sat here
- 00:02:43today and said okay get a million
- 00:02:45followers and then post and that might
- 00:02:48be good and don't forget a lot of you
- 00:02:50like most businesses on Earth are doing
- 00:02:52business within a regional area so
- 00:02:54getting 100,000 followers and you're in
- 00:02:57Dayton Ohio and only 17 are in Dayton in
- 00:02:59Ohio you're like Gary get off the stage
- 00:03:02I don't give a
- 00:03:03[ __ ] here's what's happened in the last
- 00:03:062 years 5 years ago you can find videos
- 00:03:09of me online where I'm yelling at the
- 00:03:12top of my lungs asking begging people to
- 00:03:15get on Tik Tock at the time most at the
- 00:03:19time there was none of this China talk
- 00:03:21and all the other stuff that's in your
- 00:03:22head it was people didn't want to get on
- 00:03:24it cuz they just thought it was for
- 00:03:2614-year-old girls dancing what I knew is
- 00:03:30they were just saying the same [ __ ] they
- 00:03:31told me about Facebook I know a lot of
- 00:03:33you when you first heard about Facebook
- 00:03:3515 years ago didn't think it was going
- 00:03:37to mean anything for your business
- 00:03:38because it was just college kids these
- 00:03:41platforms all tend to do the same thing
- 00:03:44they tend to age
- 00:03:45up the reason I was yelling about Tik
- 00:03:48Tok is in that story I told you earlier
- 00:03:50obvious to all of you was that Facebook
- 00:03:52and Twitter were huge home run
- 00:03:53Investments what is less obvious to all
- 00:03:56of you was that Tumblr should have been
- 00:03:57the biggest company of them all Tumblr
- 00:04:00of the three companies and by the way I
- 00:04:01did great on Tumblr I invested at $4
- 00:04:03million they sold it for a billion to
- 00:04:05Yahoo but it's still should have been
- 00:04:08bigger because what Tumblr understood in
- 00:04:112008 was what Facebook and Twitter did
- 00:04:14was they built social media the social
- 00:04:17graph who you were friends with and
- 00:04:20that's what you would see but I think
- 00:04:22all of you know especially for how it
- 00:04:25happened and it started with college
- 00:04:27kids as you get older as you you live
- 00:04:30your life your friends
- 00:04:32change their interest and your interest
- 00:04:34can possibly change and your aunt
- 00:04:37posting about her pet pig was not
- 00:04:39necessarily the coolest thing that you
- 00:04:41could see in your
- 00:04:43feed what Tumblr understood was what
- 00:04:45you're interested in tends to be
- 00:04:48stickier and could follow you I've loved
- 00:04:51the New York Jets since
- 00:04:531982 that is a much deeper longer
- 00:04:56relationship for me than most of the
- 00:04:58friends acquaintances and things that
- 00:04:59have funneled through that is what
- 00:05:02social media on the back of what Tik Tok
- 00:05:04did 3 years ago four years ago has
- 00:05:06evolved into I'm going to assume that
- 00:05:09the people in this room that open Tik
- 00:05:11Tok or Facebook or Twitter or any
- 00:05:13platform are starting to realize they're
- 00:05:15seeing things they're interested in now
- 00:05:18more than just things that they would
- 00:05:21follow this is called the interest graph
- 00:05:24this is the single most important thing
- 00:05:26for the people in this room when I look
- 00:05:28at this room and I'm going to say this
- 00:05:29I'm just so you understand I don't give
- 00:05:31a [ __ ] about social
- 00:05:33media could care less I'm not a techie
- 00:05:37the only reason I'm talk to you about
- 00:05:38social media it's what's working right
- 00:05:39now if this was 2001 I'd be thrilled to
- 00:05:42talk to you about email and Google if
- 00:05:44we're doing this in 16 years I'm
- 00:05:46thrilled to talk about VR and AR and
- 00:05:48whatever else I have no emotion zero
- 00:05:53emotion to where consumer's attention is
- 00:05:56I have emotion to growing my
- 00:05:58business sitting in this room knowing
- 00:06:00that the average operator in this room
- 00:06:03who's doing $3 to10 million has the
- 00:06:06actual ability to go from 3 to 6 or 7 to
- 00:06:1013 or 10 to
- 00:06:1220 completely on the back of what's
- 00:06:15happening on social right now as you can
- 00:06:17imagine inspires me to yap on this stage
- 00:06:21what I also know is that 98% of you are
- 00:06:24going to do nothing about what I'm about
- 00:06:25to talk about for the next hour it's
- 00:06:28just the way it always happens
- 00:06:30I'll be very Frank this is why I'm
- 00:06:31excited about the Q&A I'm desperate to
- 00:06:33figure out which three to six people in
- 00:06:35this room are going to listen to me and
- 00:06:36do something about it breaking it down
- 00:06:39simply I believe however you do this
- 00:06:41preferably by you not hiring your
- 00:06:4323-year-old niece and thinking she gets
- 00:06:46it and that's why it's going to
- 00:06:48work I need everybody here to understand
- 00:06:51what I'm about to say I am asking you
- 00:06:54desperately to produce one to two videos
- 00:06:57and pictures a day brand new ones every
- 00:06:59day and then when you post them on Tik
- 00:07:02Tok and YouTube shorts LinkedIn and
- 00:07:05Facebook you slightly tweak those videos
- 00:07:08and pictures and the copy that supports
- 00:07:10it based on the platform you are on
- 00:07:14everybody here is common sense smart
- 00:07:16enough to know that if you post
- 00:07:17organically on Facebook that is likely
- 00:07:19to hit an older demo than if you're
- 00:07:22going to post on Tik Tock everybody here
- 00:07:25is smart enough to know even maybe
- 00:07:27through their own behavior that when you
- 00:07:30are yourself on LinkedIn you're slightly
- 00:07:32in a different mindset than when you
- 00:07:34yourself are on Instagram and that when
- 00:07:37you post on what you do plumbing pooling
- 00:07:41electric HVAC that when you post on
- 00:07:44LinkedIn contextualizing for example are
- 00:07:47you very busy CU you're always traveling
- 00:07:49for work is a good opening sentence on
- 00:07:52LinkedIn that is less of a good opening
- 00:07:54sentence on Tik Tok if you make an
- 00:07:58original video and an original picture
- 00:08:00every day and you post them on all five
- 00:08:03to seven platforms Facebook Twitter
- 00:08:05Instagram Snapchat even is exploding
- 00:08:09with Spotlight is acting more like Tik
- 00:08:10Tok and Instagram Facebook YouTube
- 00:08:12shorts these platforms tw Twitter is
- 00:08:15making a significant change to keep up
- 00:08:18with everybody so you'll be seeing their
- 00:08:19video tab bumping to prominence over the
- 00:08:23next couple months so you consume more
- 00:08:24video on there the way you do on
- 00:08:26Instagram and Tik Tok
- 00:08:29what I'm excited about focused on is
- 00:08:34telling you what happens
- 00:08:36next and what always happens the next
- 00:08:40question I'm sure that is running
- 00:08:41through a lot of your heads in a world
- 00:08:43where you might be posting once on your
- 00:08:45social media a week a
- 00:08:49month once every two months three times
- 00:08:53a month is what the hell am I going to
- 00:08:55post like cool thanks Gary but what what
- 00:08:59I think you should post is things of
- 00:09:02value let me explain what that means for
- 00:09:05example in this industry one of the most
- 00:09:07significant posts all of you can start
- 00:09:10with or a framework that you can start
- 00:09:12with is a literally titling the video a
- 00:09:17video so you don't have to hire me I'm
- 00:09:20sure a lot of you know that a lot of
- 00:09:23human beings call you to help them when
- 00:09:27it's literally the dumbest [ __ ] of all
- 00:09:28time the they're struggling with
- 00:09:30literally a switch literally a wire
- 00:09:33literally nothing but they don't know
- 00:09:35you do to me trust and reputation is an
- 00:09:41unbelievable reason why so many of you
- 00:09:43are in this room I'm it's inconceivable
- 00:09:47to me in this sector and this room that
- 00:09:50a lot of you have not built on Word of
- 00:09:51Mouth on execution for decades for some
- 00:09:54of you to me extending that to the rest
- 00:09:58of the world is going to
- 00:10:00work videos that teach people the cliche
- 00:10:03mistakes that people make educating them
- 00:10:06for real truly deciding when you make a
- 00:10:09video or a picture that you're not there
- 00:10:12for the sale you're there for the
- 00:10:14reputation almost when I started Wine
- 00:10:17Library TV let me go back to my career
- 00:10:18how it
- 00:10:19exploded at first I thought I was going
- 00:10:21to do QVC literally when I told the
- 00:10:23stock boy to go to Best Buy and get a
- 00:10:25camera I'm like I'm gonna sell so much
- 00:10:28[ __ ] wine on this sh like I was in
- 00:10:30full Home Shopping Network QVC literally
- 00:10:34the camera sits
- 00:10:35down it was you know how sometimes in
- 00:10:38life your brain can think of like a
- 00:10:39million things in a nanc the camera goes
- 00:10:41on I literally say hello welcome to my
- 00:10:43first episode and my brain goes to huh I
- 00:10:47think this is going to
- 00:10:49work I if this is going to work
- 00:10:52everyone's going to know me huh I better
- 00:10:55really tell them what I think about the
- 00:10:57wine whether I want to sell it or not
- 00:10:59because what if I find myself in an
- 00:11:00event and somebody hands me a glass of
- 00:11:02wine and says what do you think of this
- 00:11:04and I say it's crap and they're like got
- 00:11:06you you said this was good on the show I
- 00:11:08was like scared of like the DAT line guy
- 00:11:10I was like wait this is literally what
- 00:11:12I'm thinking in the first 8 Seconds of
- 00:11:14my first video ever and in that video I
- 00:11:18literally decided actually how many
- 00:11:19people are into wine raise your hand
- 00:11:21just curious so wine spectator all these
- 00:11:24things I realized wait a minute I'm not
- 00:11:26going to be a merchant I'm going to be a
- 00:11:28publication
- 00:11:30I'm going to review this wine how I see
- 00:11:32it literally in the first couple weeks
- 00:11:34of Wine Library TV my father and best
- 00:11:36friend and cousin the core of us the
- 00:11:38three of us that work that store
- 00:11:39literally thought I'd lost my mind in
- 00:11:41like the third episode I there was a
- 00:11:44white wine that I was reviewing we had
- 00:11:46like a 100 cases of it in the basement
- 00:11:48and I think I compared it to like your
- 00:11:50cat peeing on your rug and you not
- 00:11:51cleaning it up it not the kind of thing
- 00:11:54that makes people want to go out and buy
- 00:11:55an and drink
- 00:11:57it and that that decision which was very
- 00:12:01confusing to my family at the time was
- 00:12:04the foundation of what I stand on
- 00:12:07today you can make content about the
- 00:12:11tricks of the trade the things you know
- 00:12:13the things that they could do at home so
- 00:12:15they don't have to call you literally
- 00:12:17the biggest reason they will then call
- 00:12:19you you can do videos this is going to
- 00:12:23be a real curveball just if you're
- 00:12:25asking me how the heck are you going to
- 00:12:26make a video every day you do videos
- 00:12:30here's a good one actually how many
- 00:12:31people here do commercial work not just
- 00:12:34for residential I'm just curious just
- 00:12:35raise your hands please I apologize just
- 00:12:37a little higher here's a huge one no
- 00:12:40joke you can literally do videos
- 00:12:43reviewing the
- 00:12:45businesses that you did work for you can
- 00:12:49make a video that reviews the pizza at
- 00:12:52the pizza store that you did work
- 00:12:55for and I'm going to get to why this is
- 00:12:58going to work you can literally do
- 00:12:59videos of your interests if you're into
- 00:13:02golf or fishing or barbecuing or
- 00:13:06watching Dancing with the
- 00:13:08Stars you can do a video about something
- 00:13:10that has nothing to do with your
- 00:13:12business but your
- 00:13:15bio your bio has your business the PS in
- 00:13:20your copy can mention your business you
- 00:13:22can literally make a Dancing with the
- 00:13:23Stars video and complain about what
- 00:13:25happened last night and then put at the
- 00:13:26end PS if you need XYZ service here's my
- 00:13:30phone number these are tactics that work
- 00:13:33now here's where it gets ridiculously
- 00:13:35interesting I'm going to get a little
- 00:13:36nerdy here's why this is important let's
- 00:13:39say 23 of you get inspired and actually
- 00:13:42start doing this let's call a spade a
- 00:13:44spade the first 3 four weeks are going
- 00:13:47to be a
- 00:13:48disaster most of you are going to make a
- 00:13:50video somebody's going to get pumped by
- 00:13:51this talk especially we get into the Q&A
- 00:13:53and you're going to go home and you're
- 00:13:54going to post a video and it's going to
- 00:13:56get seven views and you're be like that
- 00:14:03[ __ ] and next one's going to get
- 00:14:05nine and next one's going to get
- 00:14:0923 back in the day prior first 15 years
- 00:14:13of this they would have all gotten like
- 00:14:1410 6 79 and that would have been forever
- 00:14:17until you like built up a
- 00:14:19list in today's world some of you who
- 00:14:22are committed to what you're hearing are
- 00:14:24going to get into it and for some reason
- 00:14:26it's going to click and you're going to
- 00:14:28make a video
- 00:14:29after a month of sixes and nines and 11s
- 00:14:33you're committed you're not a quitter
- 00:14:35you felt it you understand and for some
- 00:14:37reason some videos going to get
- 00:14:402,000 2,000
- 00:14:42views you're not going into the viral
- 00:14:44Hall of Fame you're not Charlie demilio
- 00:14:47or Logan Paul but you got 2,000 and you
- 00:14:50normally get
- 00:14:52seven I heard AI mentioned on this stage
- 00:14:56prior to coming out AI is everywhere let
- 00:14:58me tell you the only AI I'm worried
- 00:15:00about right now in marketing it's the AI
- 00:15:03that is on the back of these algorithms
- 00:15:06that make the content find the Right
- 00:15:08audience when you get 2,000 you earned
- 00:15:12it when you get 2,000 views you earned
- 00:15:14it cuz the quality of the video was a
- 00:15:17little bit more interesting than
- 00:15:18anything you did before this is when you
- 00:15:21strike let me explain this is where it's
- 00:15:24going to get very practical to all of
- 00:15:25you cuz you're looking at a kid that
- 00:15:27grew up on Direct and Google
- 00:15:30AdWords this video now gets 2,000 you
- 00:15:33now take that
- 00:15:35video and you now run that video as an
- 00:15:38ad in a 10mile radius of your
- 00:15:43office what you were doing in modern
- 00:15:46social media now is you're posting for
- 00:15:49Creative validation the algorithms are
- 00:15:52so remarkable now that when you post the
- 00:15:55organic results will give you the
- 00:15:57indication of whatch actually spend
- 00:15:59money on you now know that ad has
- 00:16:02relevance you now can spend money
- 00:16:05against it locally this will give you
- 00:16:07the highest propensity of that ad
- 00:16:09actually converting into business when
- 00:16:12you switch it to an ad you might even
- 00:16:13change the copy and be a little bit more
- 00:16:16salesy with it it's an
- 00:16:18ad this model very simple yet hard
- 00:16:23simple what I told you not complicated
- 00:16:25I'll break it down again social media is
- 00:16:27converted into full validation if the
- 00:16:29creative is good this has taken out all
- 00:16:32the risk of advertising all the money
- 00:16:34that I've ever lost in advertising in my
- 00:16:35life and it has got to be an ungodly
- 00:16:38amount at this point in my life has been
- 00:16:39based on the fact that the video or the
- 00:16:41picture or the ad wasn't good enough I
- 00:16:45know this I did so much direct mail so
- 00:16:47much full page ads so much radio so much
- 00:16:50social media I know sometimes it
- 00:16:52crushed and sometimes it
- 00:16:55doesn't this model that I'm describing
- 00:16:58has transcended my father's business
- 00:17:01recently my dad obviously I built my
- 00:17:03dad's business then I left and started
- 00:17:06my own kind of career during that time I
- 00:17:08think it was a little blurry to my dad
- 00:17:10how much impact I really had on the
- 00:17:12business I get it he's a proud dude the
- 00:17:14business started to decline after I left
- 00:17:17because you know when LeBron leaves the
- 00:17:20Cavs they suck it's all about
- 00:17:23players he calls me back in he's like I
- 00:17:25need your help I was very happy to help
- 00:17:27him I invented something as a matter of
- 00:17:29fact for everybody who raised their hand
- 00:17:31with wine this might be the only thing
- 00:17:32that you want to write down this whole
- 00:17:34show I invented something called wine
- 00:17:36text for him winetext.com it literally
- 00:17:39remember group on the deal of the day
- 00:17:41stuff you literally get a text every day
- 00:17:43I think today's is a $38 white wine that
- 00:17:45you can buy for 13 bucks you reply with
- 00:17:47a number it comes you literally reply
- 00:17:50with the number four it comes to your
- 00:17:51house it is the literally the easiest
- 00:17:53way to buy any product in the world this
- 00:17:56exploded my dad's business inflated by
- 00:17:58Co it cuz I got it out right
- 00:18:01before and yet with me re exploding my
- 00:18:04dad's business 4 months ago he calls me
- 00:18:06he goes six months ago excuse me he
- 00:18:09goes my customer count in the store is
- 00:18:12really down I want them I go what do you
- 00:18:15mean you want them he goes I want more
- 00:18:17customers in the store I said
- 00:18:19why he said
- 00:18:22cuz I said but Dad winex is crushing
- 00:18:25like it we're better off doing that but
- 00:18:28my dad built this Immaculate actually
- 00:18:29anybody here from New
- 00:18:31Jersey yeah anybody near has anybody
- 00:18:33been to the Wine Library in Springfield
- 00:18:35New Jersey thank you fellas tell them
- 00:18:37it's a [ __ ] Palace it's 40,000 sare
- 00:18:40ft it's made with mahogany my dad made
- 00:18:42this like a a palace the Russians he
- 00:18:44thought he was a zar you know and and so
- 00:18:49he's emotional because I told him at the
- 00:18:51time when we built the business the
- 00:18:52building in 2003 I said dad this a
- 00:18:54mistake we're pouring too much money and
- 00:18:55people are going to go online you all
- 00:18:57know this now there's [ __ ] puff and
- 00:18:59door Das like you don't want to go
- 00:19:00anywhere you just want stuff to come to
- 00:19:02you convenience is King another insight
- 00:19:04to things to think about in this next
- 00:19:06chapter
- 00:19:09punchline he gets obsessed with having
- 00:19:12more customers my great flaw in my life
- 00:19:14is I like making my dad happy so I
- 00:19:17literally run for the last 6 months what
- 00:19:19I've been telling
- 00:19:20you social 5 10 15 mile radius it's gone
- 00:19:24so well I'm starting to make private
- 00:19:26label wines for the towns around us like
- 00:19:28there's a town called chadam New Jersey
- 00:19:30next to us we created a wine named
- 00:19:32chadam neighborhood like put a label on
- 00:19:34it good wine label and just running it
- 00:19:37local the amount of attention on
- 00:19:40Facebook and Instagram Facebook
- 00:19:41specifically if I'm really if I bought
- 00:19:43your business tomorrow the model I'm
- 00:19:45asking you for I want you to be on every
- 00:19:46platform but where I really want you to
- 00:19:48run the ads is Facebook I want you to
- 00:19:51run the five and 10 and 15 M radius ads
- 00:19:54on
- 00:19:55Facebook okay I'm going to leave that
- 00:19:57framework up I think the Q&A will answer
- 00:19:59a lot more I'm going to ask the people
- 00:20:01in the back to throw up my slides real
- 00:20:03quick my main slide I want to show you
- 00:20:05all
- 00:20:06something those books on the top right
- 00:20:10are the books that I wrote um all New
- 00:20:14York Times bestselling books my mom is
- 00:20:16very proud of that but the thing I want
- 00:20:18to bring up is the second one ironically
- 00:20:21the second one the orange one the thank
- 00:20:22you economy is my least commercially
- 00:20:25successful book still crushed but out of
- 00:20:28all of them it is the least successful
- 00:20:31business book I've
- 00:20:32sold interestingly enough though it
- 00:20:35might be the most important which is a
- 00:20:37real insight to how humans work I want
- 00:20:39to talk to you about the thank you
- 00:20:40economy for a few
- 00:20:42minutes I believe thank you so much you
- 00:20:44could put it down I believe
- 00:20:48that the only thing be if you were like
- 00:20:51hey Gary bad news it's illegal for us in
- 00:20:54this industry to do social media
- 00:20:56marketing now what I'm like I got got
- 00:20:58another move it's called the thank you
- 00:21:01economy the premise of the thank you
- 00:21:03economy that I wrote In 2011 was that
- 00:21:06the internet was changing so much that
- 00:21:08there was an opportunity to take
- 00:21:10advantage of the fact that people are
- 00:21:12just living online to grow your business
- 00:21:14by stick with me here now being
- 00:21:19kind let me
- 00:21:21explain in the book when the book came
- 00:21:24out unfortunately that's right it didn't
- 00:21:25make the book but something happened in
- 00:21:27my wine store that I want to tell you a
- 00:21:29story of that I think will be another
- 00:21:31move for the people that are not on
- 00:21:33prevent defense but on Extreme offense
- 00:21:35in these next 24 months which will be
- 00:21:37challenging cuz there shouldn't be as
- 00:21:39much demand everybody spent all their
- 00:21:40money and did all their [ __ ] you are now
- 00:21:43fully in I need to take more market
- 00:21:45share away from the people in my general
- 00:21:47area let there be no confusion you can
- 00:21:50wait it out all you want people are
- 00:21:51miraculously not going to have a need
- 00:21:53for your stuff more it is going to be a
- 00:21:5624 36 48 it's just real life
- 00:22:00I think that's fine I actually think if
- 00:22:02you decided to schlep out to this
- 00:22:03conference you're on offense and you're
- 00:22:05here to grow and so that's why I'm
- 00:22:08motivated to go into this
- 00:22:11part thank you economy's premises that
- 00:22:13you can actually do many things for
- 00:22:15example no matter what town anybody here
- 00:22:18does business in you can literally open
- 00:22:19your phone right now open Instagram type
- 00:22:21in the name of your town type it in
- 00:22:24Short Hills New Jersey whatever it is
- 00:22:26actually some of you do this while I'm
- 00:22:28talking go to Instagram go to the top
- 00:22:30search type in your
- 00:22:33town what you'll notice maybe some most
- 00:22:36of you have probably never done this
- 00:22:38when you type in the name of your town
- 00:22:40your town will show up you click it it
- 00:22:44will show you pictures that were posted
- 00:22:46in your town these are people that you
- 00:22:48could do business with you could because
- 00:22:51I have you could look at all those
- 00:22:54pictures and from your business account
- 00:22:56on Instagram reply
- 00:22:59like a gracious normal kind neighbor
- 00:23:03your dog is cute your lawn looks
- 00:23:08great
- 00:23:10cool thumbs [ __ ] up emoji whatever
- 00:23:13you're in the mood to do ironically I
- 00:23:16don't know if you know this most people
- 00:23:18don't get a ton of comments and they are
- 00:23:20thrilled to get any and because you said
- 00:23:24Thank you or good job or lovely they now
- 00:23:27know you exist
- 00:23:29because most of them don't as you all
- 00:23:31know that's just a for instance of what
- 00:23:33I would have said if I wrote thank you
- 00:23:35economy today that the world is playing
- 00:23:37out publicly which is insane and if you
- 00:23:40want to put in the effort and you're not
- 00:23:43I'm I notice what I didn't say I didn't
- 00:23:45say go to all those posts and say call
- 00:23:47me now to fix your [ __ ] pool no no no
- 00:23:52closing on the first move a little
- 00:23:54romance goes a very long way tell them
- 00:23:57ladies
- 00:24:01I believed this in
- 00:24:032011 I had an
- 00:24:07idea I said to my internet Department I
- 00:24:10said every single order that comes
- 00:24:13in Google the person's name see if you
- 00:24:17can find who they are and then find them
- 00:24:18on Twitter this is 2011 this is Jesus 13
- 00:24:22years ago it's crazy time flies so a lot
- 00:24:25of people have very common names so it's
- 00:24:26kind of hard to figure out but finally
- 00:24:28they found a name and the team calls me
- 00:24:31and says we found someone I said good
- 00:24:33you found them on Twitter yes we found
- 00:24:34the gentleman on Twitter I said who
- 00:24:38bought
- 00:24:39a who bought a very low-end Pino Gia I
- 00:24:42don't think it was Santa Margarita but
- 00:24:43this gentleman literally bought like a
- 00:24:45$100 case of pinoo eight bucks a bottle
- 00:24:47shipped to Chicago nothing we made like
- 00:24:50$3.9 on the whole order before overhead
- 00:24:53we lost money on the order but they
- 00:24:55found him and they said we found his
- 00:24:57Twitter I'm on the phone I'm like what's
- 00:24:59what's he tweeting about they'll go
- 00:25:00we'll read them to you here are the
- 00:25:02tweets ironically ties back down
- 00:25:05probably why I'm telling the story of
- 00:25:06how I open this talk I'm like read the
- 00:25:08tweets they're like Bears stop doing
- 00:25:10that Jay Cutler why'd you do that Jay
- 00:25:12Cutler I love you Jay Cutler stop
- 00:25:14throwing touch Jay Cutler a great
- 00:25:15touchdown Jak this guy was obsessed with
- 00:25:17the Bears Jak Cutler for all the
- 00:25:19football fans if you remember was the
- 00:25:21quarterback at the
- 00:25:22time I the team goes what do you want us
- 00:25:24to do I said go to eBay and buy a J
- 00:25:27Cutler sign Jersey and send it to him
- 00:25:30with a note that says thank you for
- 00:25:32shopping at Wine Library they're like
- 00:25:35the Jersey like 400 bucks I'm like I
- 00:25:37don't give a [ __ ] send it to him done
- 00:25:40I'm like now pumped I'm like I finally
- 00:25:42found something this is my thesis to the
- 00:25:43thank you economy here's what's going to
- 00:25:45happen we're going to send this Jay
- 00:25:46Cutler Jersey to him the guy bought a
- 00:25:48dinky $100 case of wine he's going to
- 00:25:51get this Fram J Cutler Jersey with a
- 00:25:53note thank you from the Wine Library
- 00:25:55he's going to lose his mind he's going
- 00:25:57to Tweet about it constantly he's going
- 00:25:59to convert all his business and all his
- 00:26:01friends are going to come and Shop with
- 00:26:03us this is going to be a great case
- 00:26:05study for my thesis I did a bunch of
- 00:26:07versions of this but this is the one
- 00:26:09that really has a good story to it I'm
- 00:26:12pumped and then four weeks go by and
- 00:26:15nothing
- 00:26:16happens I'm like this son of a [ __ ] is
- 00:26:19so [ __ ]
- 00:26:25ungrateful and then I'm boarding a plane
- 00:26:27to go to NAA to go taste wine to buy for
- 00:26:30the store and I get a phone
- 00:26:32call hey hey you'll never believe what
- 00:26:36happened and just the way he said it I
- 00:26:38knew it was that you know cuz is a month
- 00:26:40later I really kind of forgot about
- 00:26:43it I go the Cutler guy did something he
- 00:26:46said no I said no he said we just got a
- 00:26:49$6,000 order from Plano Texas I'm like
- 00:26:53okay for a bunch of high-end burgundy
- 00:26:55and bolo I'm like okay he goes I want to
- 00:26:59read you the note that came on the order
- 00:27:03I'm like okay hey Wine Library can you
- 00:27:06please hold these wines cuz it's the
- 00:27:08summer here in Texas and I don't want
- 00:27:10the wines to be shipped in this weather
- 00:27:12to be
- 00:27:13compromised PS your prices on red
- 00:27:16burgundy are remarkable can somebody
- 00:27:18call me I have a very big seller in
- 00:27:20collection I'd like to see if you have
- 00:27:21some other
- 00:27:22things
- 00:27:25PSS my friend who you sent the J color
- 00:27:28to told me about your store
- 00:27:32psss I'm a huge Bruce Springsteen
- 00:27:42fan if you go home from this conference
- 00:27:45have no interest in doing social because
- 00:27:47I don't know you don't like growing and
- 00:27:50you've decided to use your subjective
- 00:27:51opinions of the State of the Union of
- 00:27:53the world to not do social media
- 00:27:55marketing because you're scared it's
- 00:27:56ruining the kids or you're worried about
- 00:27:58China you're allowed to do whatever the
- 00:28:00[ __ ] you want you're not my kids you're
- 00:28:02not my siblings I don't
- 00:28:04care if you do not want to do that
- 00:28:07there's something else you can do when
- 00:28:09you go home I believe that if you call
- 00:28:12every single person you've ever done
- 00:28:13business with over the last five years
- 00:28:16and said hi I'll use Peter Holland here
- 00:28:19if I'm Read My Eyes Peter hey Peter
- 00:28:21Holland it's Gary just calling you I
- 00:28:24know we obviously worked you know did
- 00:28:26some work for you for 18 months ago just
- 00:28:27check in if it's going well is
- 00:28:30everything fine good thank you hope you
- 00:28:33have the best day that's the lowest
- 00:28:36thing you can do number two you could
- 00:28:39also remember cuz so many of you do or
- 00:28:41the people that work with you do you
- 00:28:43could also remember that Peter liked
- 00:28:45dwine or like the Kansas City Chiefs or
- 00:28:48had 16 dart boards in his basement cuz I
- 00:28:50don't know he's a [ __ ] Dart
- 00:28:53Enthusiast you could go buy a $50
- 00:28:56dartboard and send it to him with a note
- 00:28:59and say hey just wanted to thank you for
- 00:29:01your business 18 months ago I believe
- 00:29:04that if you scale the
- 00:29:07unscalable right we're in the whole
- 00:29:09talks of AI now and everything's so
- 00:29:12efficient and it's all technology and I
- 00:29:15think if you go back to doing business
- 00:29:18the way that our great-grandparents did
- 00:29:19it and call not new people who are going
- 00:29:23to give you money no no no thank people
- 00:29:27that already gave you money that those
- 00:29:29people will actually on that action even
- 00:29:33more than the quality work you did the
- 00:29:37gesture of kindness when it was not
- 00:29:40expected even a phone call or a letter
- 00:29:44or some
- 00:29:45flowers chocolates a bottle of
- 00:29:49wine that that itself will substantially
- 00:29:53grow your business while everybody else
- 00:29:55is on defense you have two choices
- 00:29:58in my opinion the choice you don't have
- 00:30:01is to keep doing what you're doing
- 00:30:03because I know that whoever does social
- 00:30:06hardcore organically and then has the
- 00:30:09right model will out flank you locally
- 00:30:11or the person that goes most old school
- 00:30:14do not be in the middle it is the worst
- 00:30:16place go OG OG thank you economy or go
- 00:30:20new school new school social media
- 00:30:24plumber of the year but don't be here
- 00:30:28cuz here
- 00:30:30sucks thank
- 00:30:32[Applause]
- 00:30:37[Music]
- 00:30:40you do we have questions we only have
- 00:30:43100 questions okay is that true no
- 00:30:46that's can we just clap it up that means
- 00:30:48the world to me thank you that's awesome
- 00:30:51all
- 00:30:52right so obvious obviously I'm not going
- 00:30:55to be able to get to all that so real
- 00:30:56quick can we throw up my slide for
- 00:30:58everybody's question I don't get to one
- 00:31:00of my favorite things to do I have a
- 00:31:01teex service this goes back to scaling
- 00:31:03the unscalable I've have almost a half a
- 00:31:06million people that follow me on text
- 00:31:08it's a platform called Community that's
- 00:31:10my text number literally when I go on
- 00:31:12Long flights I'm going to London next
- 00:31:13week to watch my New York Jets destroy
- 00:31:16the
- 00:31:18Vikings eat it
- 00:31:21Minnesota
- 00:31:23um if you text me your question if I
- 00:31:25don't get to it I'm I'll hope I'll get a
- 00:31:27couple hours on that flight to to catch
- 00:31:29up on text um so anyway nonetheless go
- 00:31:31ahead sir all right so how important is
- 00:31:35personality and point of view When
- 00:31:38developing social media a not just
- 00:31:41posting yeah I mean look if you're
- 00:31:43boring as [ __ ] and you're like a piece
- 00:31:46of paper nobody's it's not going to work
- 00:31:48but by the way you don't need to be in
- 00:31:50the content this is the brain
- 00:31:52twist do I believe that people buy from
- 00:31:55people yes do I believe that if you
- 00:31:57explode off screen and are charismatic I
- 00:32:01think that will work let me throw you a
- 00:32:02curveball I've watched people that are
- 00:32:04boring as hell on video but know their
- 00:32:06[ __ ] do incredibly well you're in a
- 00:32:09business where people want to know the
- 00:32:11goods like as a matter of fact you're in
- 00:32:13a business where if you're overly
- 00:32:15charismatic people may not hire you
- 00:32:17because they think you're a
- 00:32:18Shyer so be you but also know you don't
- 00:32:22have to be in the content some of you
- 00:32:24are introverted some are incredibly
- 00:32:26private you don't want to be
- 00:32:28I by the way actually how many people
- 00:32:30here do follow me and have a sense of
- 00:32:31who I am raise your hands thank you
- 00:32:34humbled you all know what I'm about to
- 00:32:35say I'm one of the most prolific posters
- 00:32:39of content in the world and I never
- 00:32:42share my personal life that's for me I
- 00:32:45don't need to share my kids or a dog or
- 00:32:48my relationships to get likes I keep
- 00:32:50that for me you're in control of what
- 00:32:52you post so you can do a lot of things
- 00:32:55as a matter of fact I really like the
- 00:32:57idea of
- 00:32:58some of you that are really in the
- 00:32:59trenches of your work videoing from your
- 00:33:02perspective you know going back to like
- 00:33:04teaching people how not to hire you
- 00:33:06making a video of just showing people
- 00:33:08how to do one little fix that might need
- 00:33:10to come from this perspective where we
- 00:33:11just see your hands especially if you're
- 00:33:12all tatted up like this dude it's
- 00:33:13awesome so I think that I think that yes
- 00:33:17personality of course like this goes
- 00:33:19back to three people raising their hand
- 00:33:21like plenty of people have heard this
- 00:33:23talk from me gone at it for a year and
- 00:33:25have gotten very little results cuz they
- 00:33:27themselves are not good at it so there
- 00:33:29is a skill set to it but there's a lot
- 00:33:32of ways to attack it a lot of ways to
- 00:33:35attack it you could film an entire scene
- 00:33:38Plumbing pool electric and then do a
- 00:33:41voice over and explain what the video
- 00:33:42was about there's a lot of ways to
- 00:33:44attack it you don't have to just be the
- 00:33:46front man or woman awesome uh how long
- 00:33:49should the videos be like what's too
- 00:33:51long what's Too Short too long is when
- 00:33:53it sucks too short is when it's great
- 00:33:57I've seen unlimited trash garbage
- 00:34:00atrocious 6sec Vine videos back in the
- 00:34:03day and I've seen remarkable 1 hour 45
- 00:34:06minute videos it's a quality thing
- 00:34:08there's no right time there's is it good
- 00:34:11or isn't it bad you you know what's
- 00:34:12awesome at this point it's not 2007
- 00:34:15everybody
- 00:34:16here everybody here has consumed content
- 00:34:21in Social you know what I'm saying is
- 00:34:24Right you've seen things that in two
- 00:34:26seconds you're like seea boring no and
- 00:34:29you've seen things that in the beginning
- 00:34:31you're starting to watch you're like how
- 00:34:32the hell did I just watch this for 19
- 00:34:35minutes so there's no time
- 00:34:38variable um so a couple of
- 00:34:42questions who's the right person let's
- 00:34:45start with this thank you great question
- 00:34:47first and foremost actually first and
- 00:34:49for how do i y first and foremost I need
- 00:34:53everybody here to do 10 to 15 hours of
- 00:34:56homework on what I just talked about
- 00:34:59like Google a book my latest book throw
- 00:35:02it up thank you uh day training
- 00:35:03attention really goes into it just throw
- 00:35:06it up real quick this the sign uh the
- 00:35:09slide please the purple one next to the
- 00:35:11kids book I just put out day trading
- 00:35:13attention I need you to read it or
- 00:35:15listen to it on the record I could give
- 00:35:18a [ __ ] if you buy it I don't need the 8
- 00:35:19cents that I get from every book sale
- 00:35:21you can go to something called Pirate
- 00:35:23Bay and steal it I don't give a
- 00:35:26[ __ ] I don't care about the book sale I
- 00:35:29care that you actually know in detail
- 00:35:31what I'm talking about because it will
- 00:35:33change your
- 00:35:34business whether you use that book
- 00:35:36whether you use Google or YouTube some
- 00:35:38of you learn audio I have no reading
- 00:35:40comprehension I've learned which is why
- 00:35:41I don't read books but everything I ever
- 00:35:43hear I remember forever so obviously
- 00:35:45audio book works for me or
- 00:35:47videos um first and foremost brother
- 00:35:50they have to know it how the hell are
- 00:35:52you going to judge an outside agency or
- 00:35:54an employee if they're good at this if
- 00:35:56you have no [ __ ] idea how this works
- 00:35:59and I don't want to hear that you didn't
- 00:36:00grow up with this you didn't grow up
- 00:36:02driving and you figured it
- 00:36:04out how many people here are retiring in
- 00:36:07the next 5 years and I don't mean you're
- 00:36:09going to crush it and buy an island I
- 00:36:12mean you're old and you're finished
- 00:36:15raise your
- 00:36:16hands who's retiring in the next 5 years
- 00:36:18raise your hands I mean it actually I'm
- 00:36:20actually dead serious who's retiring the
- 00:36:22next 5 years okay for the 11 of
- 00:36:26you maybe you can hold your maybe this
- 00:36:29strategy can
- 00:36:31work but for the rest of you you better
- 00:36:33pay attention to what I'm talking about
- 00:36:35cuz if you're not going to do what I'm
- 00:36:37telling you somebody else is and they're
- 00:36:39going to take your
- 00:36:41business and your private Equity Firm is
- 00:36:43not going to help you this is the
- 00:36:45[ __ ]
- 00:36:46jungle so fight so anyway who should do
- 00:36:50it you should hire someone my preference
- 00:36:52is that you learn how to do it for 6
- 00:36:54months that's free
- 00:36:57right that just takes away from you know
- 00:36:59Netflix or some other dumb [ __ ] that all
- 00:37:02a meeting that's two hours that's really
- 00:37:0430 [ __ ] minutes you know that we're
- 00:37:05doing that all the time so you learn it
- 00:37:08for 6 months then you can hire people
- 00:37:11whether it's your niece or an outside
- 00:37:12agency or somebody internally but if you
- 00:37:14don't know how to judge it what are we
- 00:37:16doing that's why it hasn't worked for
- 00:37:1899% of you already you don't know how to
- 00:37:20judge it uh how we adap this approach to
- 00:37:22social media and marketing content and
- 00:37:2499% of the time customers are coming to
- 00:37:26us because something's wrong have you
- 00:37:29turn me into a you don't this is why I
- 00:37:33need you to post every day I need you to
- 00:37:36post every day cuz we don't know the day
- 00:37:39that somebody's going to be in Market
- 00:37:40that's why car companies Market their
- 00:37:43asses off every day that's called
- 00:37:45business sorry you [ __ ] picked the
- 00:37:47cry not
- 00:37:52me I like that
- 00:37:55one Dustin please clip that definitely
- 00:37:57putting that on
- 00:38:01LinkedIn all right so this might be a
- 00:38:03tough one uh what metrics matter to
- 00:38:07prove the time is best sent on social
- 00:38:09versus working on other platforms parts
- 00:38:13of business sales like leads real life I
- 00:38:17mean this is unequivocally undeniably
- 00:38:20the truth of where the attention is and
- 00:38:22we see it and again one of the reasons
- 00:38:24you know I'm being very I mentioned it
- 00:38:26earlier I'm not really doing a lot of
- 00:38:27events I'm being very selective I have
- 00:38:29the fortune this is why I feel so warm
- 00:38:31in this room I have a lot of friends
- 00:38:32relatives acquaintances that are in this
- 00:38:34business like as you can imagine I've
- 00:38:36been more forceful on them than on a
- 00:38:38stage with people I don't know for an
- 00:38:40hour the metric after a year don't do it
- 00:38:43in the first week you know this is why
- 00:38:45everyone loves Google Google isn't
- 00:38:47marketing Google is
- 00:38:48sales you know that right Google sales
- 00:38:53someone tpes types in a need and then it
- 00:38:55comes to you it's intent based marketing
- 00:38:56you're not building
- 00:38:58brand you're paying Google a toll booth
- 00:39:01to send you a
- 00:39:02lead Google is sales that's why people
- 00:39:06like it you can measure it very good oh
- 00:39:08and you know brand is a whole different
- 00:39:11animal brand is the
- 00:39:14game brand comes from social and content
- 00:39:17you can turn it into sales when you do
- 00:39:19that converted ad that I told you about
- 00:39:20after you do well this is why I need you
- 00:39:22to get into details but you should
- 00:39:24measure it based on your business
- 00:39:25results so Ty two questions in here um
- 00:39:29but real quick if we're talking about AI
- 00:39:32sorry brother but real quick how many
- 00:39:34people
- 00:39:35here by the way most a lot of my
- 00:39:37business are this way so I'll raise my
- 00:39:38how many people here really use Google
- 00:39:41it's a real driver of their business
- 00:39:43raise your
- 00:39:44hands actually stand up I I'm sorry to
- 00:39:47it's the morning let's get the blood
- 00:39:48flow don't be lazy I want I'm doing this
- 00:39:50because I want everybody to
- 00:39:53visualize so I'm so glad we got to this
- 00:39:56look around before I let everybody sit
- 00:39:57down all right please sit down thank you
- 00:39:59we could call it pretty much the room
- 00:40:02relies on Google does everybody
- 00:40:05understand that Google search is
- 00:40:07fundamentally dead within the next seven
- 00:40:08years that everyone's going to AI that
- 00:40:11chat GPT just wiped out this entire room
- 00:40:15everybody who just stood up just told me
- 00:40:16that the Yellow Pages is their
- 00:40:20life you know again there's 11 people
- 00:40:23who are retiring so they don't give a
- 00:40:24[ __ ] they're going to be fishing and
- 00:40:25down here actually usually say Florida
- 00:40:27we're [ __ ] in Florida
- 00:40:30so this whole room just stood up and is
- 00:40:33relyant on a platform that is getting
- 00:40:35massively disrupted right in your face
- 00:40:37right now how many people here this will
- 00:40:39be interesting how many people here are
- 00:40:41already using chat GPT instead of Google
- 00:40:44for things they used Google for just two
- 00:40:46years ago raise your hand raise it high
- 00:40:48I want people to see
- 00:40:50this keep it up a little bit because I
- 00:40:52need people to really understand what
- 00:40:54I'm saying this is your life
- 00:40:57I think we can all agree that the people
- 00:40:59raising their hands I'm not talking to a
- 00:41:01junior
- 00:41:02high 40 50 60 year olds this dude's
- 00:41:05fairly young but 40 50 60 year olds are
- 00:41:08raising their hands and they are using
- 00:41:11AI now instead of Google don't sit here
- 00:41:14and do what all of you do which is put
- 00:41:16your head in the sand when a wave comes
- 00:41:18go find your surfboard and ride that
- 00:41:20wave this has happened this whole room
- 00:41:24just stood up that Google search is a
- 00:41:26dominant force in their business and in
- 00:41:2848 50 66 months that behavior will be
- 00:41:32gone very hard to click a [ __ ] Google
- 00:41:35ad when you don't even go to Google in
- 00:41:36the first place wake
- 00:41:44up so you mentioned five seven sites
- 00:41:48what what are the sites that we should
- 00:41:49be posting yeah I mean look that one's
- 00:41:50easy I'll go to that one you know what
- 00:41:52they are it's Facebook and Instagram
- 00:41:54it's Tik Tok YouTube shorts is a monster
- 00:41:57I'll tell you why I love YouTube shorts
- 00:41:58for all of you if you name your videos
- 00:42:01properly how to replace a Val you know
- 00:42:03again I don't want to speak to things I
- 00:42:05don't know but you know you know the
- 00:42:07questions people ask you know you know
- 00:42:09the Google ad as a matter fact you know
- 00:42:10the Google AdWords you're buying that
- 00:42:12convert well if you name your videos
- 00:42:15very smart on YouTube shorts you can get
- 00:42:18length out of those videos you can get
- 00:42:20business 9 months most of social works
- 00:42:22for like this week this day with YouTube
- 00:42:25shorts you get business 9 months from
- 00:42:27now based on teaching someone how to
- 00:42:29repair something in a pool or roof or
- 00:42:31electric like you know whatever you're
- 00:42:32doing because YouTube is the second
- 00:42:35biggest search engine in the
- 00:42:37world Google is
- 00:42:39one not Bing not Yahoo YouTube is the
- 00:42:44second biggest search engine in the
- 00:42:46world so YouTube shorts is a monster so
- 00:42:49Facebook Twitter Tik Tok Instagram
- 00:42:52YouTube shorts I'm obsessed with
- 00:42:55LinkedIn LinkedIn has become what
- 00:42:57Facebook used to be like LinkedIn people
- 00:43:00are just in there consuming content and
- 00:43:03again a lot of people that want to use
- 00:43:05you are busy and business people it's a
- 00:43:07great demo for you dollar-wise busy wise
- 00:43:11I'm the kind of person that pays for
- 00:43:12services all the time for [ __ ] that I
- 00:43:14could do because I just don't want to do
- 00:43:16it and my time's valuable that's
- 00:43:18linkedin's loaded with that so those are
- 00:43:20ones that most Stand Out Snapchat
- 00:43:22Spotlight I'm very bullish on it does
- 00:43:25still skew young enough for from a
- 00:43:27homeowner standpoint that's Tik tok's
- 00:43:29already much
- 00:43:30older than snap so snap is still a
- 00:43:34predominant message tool though their
- 00:43:36Spotlight product is like Tik Tok and
- 00:43:38Instagram I I could live without people
- 00:43:40posting there Pinterest again I could
- 00:43:42live though there's some visual stuff
- 00:43:45maybe there's a little bit of Pinterest
- 00:43:46but the first five are the ones I would
- 00:43:47go with right then back to the original
- 00:43:49how much time as much as humanly
- 00:43:51possible okay I I cannot explain to
- 00:43:54everybody that there's almost nothing
- 00:43:57you're doing in your day-to-day again
- 00:43:59these are not $1 million or $800,000
- 00:44:01businesses these businesses are a little
- 00:44:02bit bigger in this room and a lot of
- 00:44:05people in this room are in an executive
- 00:44:08life they have time brother again when I
- 00:44:11see 90% of the room stand up as a driver
- 00:44:15of their leads Direct Mail is getting
- 00:44:17more expensive and less
- 00:44:20effective Google is actually what all of
- 00:44:22you are doing and it's in deep [ __ ]
- 00:44:24Google might win the next AI thing but
- 00:44:26what do you think Google's going to do
- 00:44:28you think AI is just AI is different
- 00:44:31than search AI is going to just send you
- 00:44:34hey I have this broken where should I
- 00:44:37they're going to send it to
- 00:44:38themselves they're no longer going to be
- 00:44:40interested in being a toll booth for a
- 00:44:43little bit of advertising they're going
- 00:44:44to create their own services on top of
- 00:44:48it my friends if you do not build brand
- 00:44:51fast you will be
- 00:44:55commoditized bookstores got it
- 00:44:58first technology doesn't give a [ __ ]
- 00:45:01about you or
- 00:45:02me bookstores got it first poor little
- 00:45:05bookstores were crushing in
- 00:45:081995 unfortunately Jeff Bezos decided to
- 00:45:10pick that category
- 00:45:13first Uber I was an early investor in
- 00:45:16like I told you really good at
- 00:45:19investing I spoke at an event like this
- 00:45:21like this two years after Uber came out
- 00:45:24in San Francisco and was about to expand
- 00:45:27I said Uber's a problem you have to
- 00:45:28build brand for your black car service
- 00:45:30they laughed at me you know what their
- 00:45:32thing was which is different than your
- 00:45:33thing they thought they had City Hall by
- 00:45:35the balls they're like in the Q&A
- 00:45:37they're like Gary do you know what city
- 00:45:39hall is do you know that we've been
- 00:45:41supporting the politicians we're not
- 00:45:43going to let Uber in I said do you know
- 00:45:45what billions of dollar in venture
- 00:45:47capital is you [ __ ]
- 00:45:51idiot please don't be naive this is not
- 00:45:55a business strategy
- 00:45:57I need you to start building brand I
- 00:45:59need people to know your business
- 00:46:00because when I walk into my home and say
- 00:46:02Alexa I need to fix the air conditioning
- 00:46:05they're going to send me wherever the
- 00:46:07[ __ ] they want if I say Alexa I need
- 00:46:10Peter Holland to fix my air conditioning
- 00:46:13Peter W I can't do that if I don't know
- 00:46:16what the [ __ ] he is if you do not attack
- 00:46:19social in these next five years you will
- 00:46:20pay the consequences mark my words for
- 00:46:23the first 10 years that I gave this talk
- 00:46:25it was a nice to have it was added value
- 00:46:28we are starting to cross into this being
- 00:46:30a necessity this is not little silly
- 00:46:33pictures this is where attention of
- 00:46:36society
- 00:46:38is you guys are so underinvested in
- 00:46:41Social so at night you're talking about
- 00:46:43how social media is putting like
- 00:46:45democracy on its knees and needs to be
- 00:46:47regulated because it's so powerful
- 00:46:49you're telling me it can't sell some of
- 00:46:50your services what are we doing please
- 00:46:54please take the energy of this talk
- 00:46:56tomorrow tomorrow and convert it into
- 00:46:58action give me a year it's like working
- 00:47:01out if you just start working out and
- 00:47:03you haven't for a while it's hard the
- 00:47:04first couple weeks I said it earlier
- 00:47:06I'll say it again you're going to get
- 00:47:07six views you're going to get nine but I
- 00:47:10believe in the first month or two if you
- 00:47:12just keep going at this you'll see
- 00:47:14something that will make you understand
- 00:47:15and then you're going to
- 00:47:17go go ahead time for one more hell yeah
- 00:47:20okay um so these people are amazing but
- 00:47:25they are not the most creative because
- 00:47:27I've seen you draw in
- 00:47:30classes and so one of the questions that
- 00:47:32keeps coming up is what would you po if
- 00:47:35you were in TR if I if I yeah if I
- 00:47:38bought a business in this and tomorrow
- 00:47:39was my first day or if I we teamed up
- 00:47:42the first thing I would do is go search
- 00:47:44I would go to YouTube and I would go to
- 00:47:46Instagram and I would search all the
- 00:47:49terms of our industry and I would watch
- 00:47:50every video that has ever been posted in
- 00:47:52our industry I promise you there are
- 00:47:55people around the world and around the
- 00:47:57country that are doing content on social
- 00:47:59in this industry in these trades I would
- 00:48:02look at that um and I think I would use
- 00:48:05that as guidance my friend but I really
- 00:48:07do think I said it earlier you would be
- 00:48:11flabbergasted how your love of golf
- 00:48:13could convert and grow in your business
- 00:48:15and I don't mean business is done on the
- 00:48:16golf course I mean literally you're
- 00:48:17making golf videos and people watch golf
- 00:48:21videos and then one of them's good for
- 00:48:23whatever the hell you did and then you
- 00:48:24took it and converted it to an ad and oh
- 00:48:27by the way I didn't say this last time
- 00:48:29you're going to spend $100 on the ad
- 00:48:32that was the other amazing thing about
- 00:48:33local advertising remember when I told
- 00:48:35the story about you can make a video
- 00:48:37gets 2,000 views now you're going to run
- 00:48:38it in a 10 mile radius because a 10 mile
- 00:48:41radius on Facebook is small especially
- 00:48:43for some of you that are in rural parts
- 00:48:44of the country because there's not that
- 00:48:46many humans it only costs you A1 or
- 00:48:49$200 in advertising for almost everyone
- 00:48:53that's on Facebook in that area to see
- 00:48:55you more than once
- 00:48:57the reason my dad's liquor store is
- 00:48:58crushing is when I pick chadam New
- 00:49:00Jersey they only have 10,000 residents
- 00:49:03if I'm spending $1,000 which is what I
- 00:49:05did in that scenario almost every
- 00:49:06resident saw it three four times all the
- 00:49:08Chat and message boards and Facebook
- 00:49:10groups were lighting up of like why do
- 00:49:12we keep seeing this guy with this wine
- 00:49:14cuz there's something called reach and
- 00:49:15frequency in marketing you're getting to
- 00:49:18them but how often are you getting to
- 00:49:19them so it's a you like you will be
- 00:49:22stunned
- 00:49:24stunned I mean it's funny I didn't get
- 00:49:26to this point part of the talk I'm glad
- 00:49:27I'm getting it on the way out I think
- 00:49:29you've gotten a sense of how my dad
- 00:49:30rolls as I've been building this thing
- 00:49:33for him if like one weekend doesn't go
- 00:49:35well he's like let's do direct mail I go
- 00:49:37Dad we've done Direct Mail 80 [ __ ]
- 00:49:39times in the last two years and you see
- 00:49:41that it's a waste of money you see that
- 00:49:43we do Facebook for 5,000 a week and get
- 00:49:46these results you see we do direct mail
- 00:49:48and get way less when we spend
- 00:49:51$2,000 we had one bad weekend because
- 00:49:53the creative wasn't
- 00:49:55good and you want to go back and the
- 00:49:58reason some of you giggled here and I
- 00:50:00heard you at different tables is that's
- 00:50:02what you always
- 00:50:03do when you go into defense you go
- 00:50:06backwards you understand that right your
- 00:50:09brain goes into some sort of mechanism
- 00:50:11of like well this worked in
- 00:50:151984 well so did
- 00:50:20mash that's a good way to [ __ ] end
- 00:50:22thank you
- 00:50:27appreciate thank you
- 00:50:30[Applause]
- 00:50:38[Music]
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