Complete Social Media Marketing Strategy For 2025 | GaryVee Keynote

00:50:44
https://www.youtube.com/watch?v=WyW_8kMQmJM

Resumo

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.

Conclusões

  • 💡 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.

Linha do tempo

  • 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.

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Vídeo de perguntas e respostas

  • 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.

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  • 00:00:00
    the ROI of a basketball for LeBron James
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    is billions of dollars for me Gary
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    vaynerchuk 40,000 I've torn both
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    meniscuses it's cost me some money the
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    thing that is most misunderstood in the
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    business and marketing world right now
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    is that people speak about social in a
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    blank statement don't sit here and do
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    what all of you do which is put your
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    head in the sand when a wave comes go
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    find your surfboard and ride that wave
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    this whole room just stood up that
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    Google search is a dominant force in
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    their business and in 48 50 66 months
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    that behavior will be gone very hard to
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    click a [ __ ] Google ad when you don't
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    even go to Google in the first place
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    wake up there is not even a close second
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    in activity that can grow your business
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    to a proper organic social media
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    execution that means for this room
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    taking a step back in understanding how
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    do I post a video and picture
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    every single day on social media on all
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    five to seven major platforms to grow my
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    business and let me explain it in detail
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    how many people here do social media for
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    their business raise your
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    hand how many people feel like it's the
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    disproportionate reason your business is
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    growing raise your hand great so 80 to
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    90% of this room raised their hand when
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    they said do it three humans raised
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    their hand when they said it was the
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    driver
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    the opportunity is undeniable the math
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    supports it
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    dramatically the reason three humans
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    raised their hand at it is they are good
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    at it that is a very small percentage
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    that is the punchline of why I came here
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    today what has happened in Social over
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    the last couple of years two of the
  • 00:01:51
    15-year journey of social is profoundly
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    important to everyone here I have been
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    giving this talk in a
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    variation because I so believed in this
  • 00:02:01
    movement basically since 2007 that is 17
  • 00:02:05
    years of this in the first 15 years of
  • 00:02:09
    me giving this talk to these kind of
  • 00:02:12
    events it was more like email marketing
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    you had to amass as many followers as
  • 00:02:17
    possible with your content and then when
  • 00:02:20
    you would post a percentage of them
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    would see it I think that's going to
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    make sense to everybody I think
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    everybody can agree that even if you're
  • 00:02:27
    a very basic understanding of social
  • 00:02:29
    marketing the understanding of get
  • 00:02:31
    followers and those people would see it
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    a percentage of them was the model that
  • 00:02:36
    is why as time went on and people in
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    this room that are very behind on it it
  • 00:02:41
    would become daunting if I sat here
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    today and said okay get a million
  • 00:02:45
    followers and then post and that might
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    be good and don't forget a lot of you
  • 00:02:50
    like most businesses on Earth are doing
  • 00:02:52
    business within a regional area so
  • 00:02:54
    getting 100,000 followers and you're in
  • 00:02:57
    Dayton Ohio and only 17 are in Dayton in
  • 00:02:59
    Ohio you're like Gary get off the stage
  • 00:03:02
    I don't give a
  • 00:03:03
    [ __ ] here's what's happened in the last
  • 00:03:06
    2 years 5 years ago you can find videos
  • 00:03:09
    of me online where I'm yelling at the
  • 00:03:12
    top of my lungs asking begging people to
  • 00:03:15
    get on Tik Tock at the time most at the
  • 00:03:19
    time there was none of this China talk
  • 00:03:21
    and all the other stuff that's in your
  • 00:03:22
    head it was people didn't want to get on
  • 00:03:24
    it cuz they just thought it was for
  • 00:03:26
    14-year-old girls dancing what I knew is
  • 00:03:30
    they were just saying the same [ __ ] they
  • 00:03:31
    told me about Facebook I know a lot of
  • 00:03:33
    you when you first heard about Facebook
  • 00:03:35
    15 years ago didn't think it was going
  • 00:03:37
    to mean anything for your business
  • 00:03:38
    because it was just college kids these
  • 00:03:41
    platforms all tend to do the same thing
  • 00:03:44
    they tend to age
  • 00:03:45
    up the reason I was yelling about Tik
  • 00:03:48
    Tok is in that story I told you earlier
  • 00:03:50
    obvious to all of you was that Facebook
  • 00:03:52
    and Twitter were huge home run
  • 00:03:53
    Investments what is less obvious to all
  • 00:03:56
    of you was that Tumblr should have been
  • 00:03:57
    the biggest company of them all Tumblr
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    of the three companies and by the way I
  • 00:04:01
    did great on Tumblr I invested at $4
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    million they sold it for a billion to
  • 00:04:05
    Yahoo but it's still should have been
  • 00:04:08
    bigger because what Tumblr understood in
  • 00:04:11
    2008 was what Facebook and Twitter did
  • 00:04:14
    was they built social media the social
  • 00:04:17
    graph who you were friends with and
  • 00:04:20
    that's what you would see but I think
  • 00:04:22
    all of you know especially for how it
  • 00:04:25
    happened and it started with college
  • 00:04:27
    kids as you get older as you you live
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    your life your friends
  • 00:04:32
    change their interest and your interest
  • 00:04:34
    can possibly change and your aunt
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    posting about her pet pig was not
  • 00:04:39
    necessarily the coolest thing that you
  • 00:04:41
    could see in your
  • 00:04:43
    feed what Tumblr understood was what
  • 00:04:45
    you're interested in tends to be
  • 00:04:48
    stickier and could follow you I've loved
  • 00:04:51
    the New York Jets since
  • 00:04:53
    1982 that is a much deeper longer
  • 00:04:56
    relationship for me than most of the
  • 00:04:58
    friends acquaintances and things that
  • 00:04:59
    have funneled through that is what
  • 00:05:02
    social media on the back of what Tik Tok
  • 00:05:04
    did 3 years ago four years ago has
  • 00:05:06
    evolved into I'm going to assume that
  • 00:05:09
    the people in this room that open Tik
  • 00:05:11
    Tok or Facebook or Twitter or any
  • 00:05:13
    platform are starting to realize they're
  • 00:05:15
    seeing things they're interested in now
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    more than just things that they would
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    follow this is called the interest graph
  • 00:05:24
    this is the single most important thing
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    for the people in this room when I look
  • 00:05:28
    at this room and I'm going to say this
  • 00:05:29
    I'm just so you understand I don't give
  • 00:05:31
    a [ __ ] about social
  • 00:05:33
    media could care less I'm not a techie
  • 00:05:37
    the only reason I'm talk to you about
  • 00:05:38
    social media it's what's working right
  • 00:05:39
    now if this was 2001 I'd be thrilled to
  • 00:05:42
    talk to you about email and Google if
  • 00:05:44
    we're doing this in 16 years I'm
  • 00:05:46
    thrilled to talk about VR and AR and
  • 00:05:48
    whatever else I have no emotion zero
  • 00:05:53
    emotion to where consumer's attention is
  • 00:05:56
    I have emotion to growing my
  • 00:05:58
    business sitting in this room knowing
  • 00:06:00
    that the average operator in this room
  • 00:06:03
    who's doing $3 to10 million has the
  • 00:06:06
    actual ability to go from 3 to 6 or 7 to
  • 00:06:10
    13 or 10 to
  • 00:06:12
    20 completely on the back of what's
  • 00:06:15
    happening on social right now as you can
  • 00:06:17
    imagine inspires me to yap on this stage
  • 00:06:21
    what I also know is that 98% of you are
  • 00:06:24
    going to do nothing about what I'm about
  • 00:06:25
    to talk about for the next hour it's
  • 00:06:28
    just the way it always happens
  • 00:06:30
    I'll be very Frank this is why I'm
  • 00:06:31
    excited about the Q&A I'm desperate to
  • 00:06:33
    figure out which three to six people in
  • 00:06:35
    this room are going to listen to me and
  • 00:06:36
    do something about it breaking it down
  • 00:06:39
    simply I believe however you do this
  • 00:06:41
    preferably by you not hiring your
  • 00:06:43
    23-year-old niece and thinking she gets
  • 00:06:46
    it and that's why it's going to
  • 00:06:48
    work I need everybody here to understand
  • 00:06:51
    what I'm about to say I am asking you
  • 00:06:54
    desperately to produce one to two videos
  • 00:06:57
    and pictures a day brand new ones every
  • 00:06:59
    day and then when you post them on Tik
  • 00:07:02
    Tok and YouTube shorts LinkedIn and
  • 00:07:05
    Facebook you slightly tweak those videos
  • 00:07:08
    and pictures and the copy that supports
  • 00:07:10
    it based on the platform you are on
  • 00:07:14
    everybody here is common sense smart
  • 00:07:16
    enough to know that if you post
  • 00:07:17
    organically on Facebook that is likely
  • 00:07:19
    to hit an older demo than if you're
  • 00:07:22
    going to post on Tik Tock everybody here
  • 00:07:25
    is smart enough to know even maybe
  • 00:07:27
    through their own behavior that when you
  • 00:07:30
    are yourself on LinkedIn you're slightly
  • 00:07:32
    in a different mindset than when you
  • 00:07:34
    yourself are on Instagram and that when
  • 00:07:37
    you post on what you do plumbing pooling
  • 00:07:41
    electric HVAC that when you post on
  • 00:07:44
    LinkedIn contextualizing for example are
  • 00:07:47
    you very busy CU you're always traveling
  • 00:07:49
    for work is a good opening sentence on
  • 00:07:52
    LinkedIn that is less of a good opening
  • 00:07:54
    sentence on Tik Tok if you make an
  • 00:07:58
    original video and an original picture
  • 00:08:00
    every day and you post them on all five
  • 00:08:03
    to seven platforms Facebook Twitter
  • 00:08:05
    Instagram Snapchat even is exploding
  • 00:08:09
    with Spotlight is acting more like Tik
  • 00:08:10
    Tok and Instagram Facebook YouTube
  • 00:08:12
    shorts these platforms tw Twitter is
  • 00:08:15
    making a significant change to keep up
  • 00:08:18
    with everybody so you'll be seeing their
  • 00:08:19
    video tab bumping to prominence over the
  • 00:08:23
    next couple months so you consume more
  • 00:08:24
    video on there the way you do on
  • 00:08:26
    Instagram and Tik Tok
  • 00:08:29
    what I'm excited about focused on is
  • 00:08:34
    telling you what happens
  • 00:08:36
    next and what always happens the next
  • 00:08:40
    question I'm sure that is running
  • 00:08:41
    through a lot of your heads in a world
  • 00:08:43
    where you might be posting once on your
  • 00:08:45
    social media a week a
  • 00:08:49
    month once every two months three times
  • 00:08:53
    a month is what the hell am I going to
  • 00:08:55
    post like cool thanks Gary but what what
  • 00:08:59
    I think you should post is things of
  • 00:09:02
    value let me explain what that means for
  • 00:09:05
    example in this industry one of the most
  • 00:09:07
    significant posts all of you can start
  • 00:09:10
    with or a framework that you can start
  • 00:09:12
    with is a literally titling the video a
  • 00:09:17
    video so you don't have to hire me I'm
  • 00:09:20
    sure a lot of you know that a lot of
  • 00:09:23
    human beings call you to help them when
  • 00:09:27
    it's literally the dumbest [ __ ] of all
  • 00:09:28
    time the they're struggling with
  • 00:09:30
    literally a switch literally a wire
  • 00:09:33
    literally nothing but they don't know
  • 00:09:35
    you do to me trust and reputation is an
  • 00:09:41
    unbelievable reason why so many of you
  • 00:09:43
    are in this room I'm it's inconceivable
  • 00:09:47
    to me in this sector and this room that
  • 00:09:50
    a lot of you have not built on Word of
  • 00:09:51
    Mouth on execution for decades for some
  • 00:09:54
    of you to me extending that to the rest
  • 00:09:58
    of the world is going to
  • 00:10:00
    work videos that teach people the cliche
  • 00:10:03
    mistakes that people make educating them
  • 00:10:06
    for real truly deciding when you make a
  • 00:10:09
    video or a picture that you're not there
  • 00:10:12
    for the sale you're there for the
  • 00:10:14
    reputation almost when I started Wine
  • 00:10:17
    Library TV let me go back to my career
  • 00:10:18
    how it
  • 00:10:19
    exploded at first I thought I was going
  • 00:10:21
    to do QVC literally when I told the
  • 00:10:23
    stock boy to go to Best Buy and get a
  • 00:10:25
    camera I'm like I'm gonna sell so much
  • 00:10:28
    [ __ ] wine on this sh like I was in
  • 00:10:30
    full Home Shopping Network QVC literally
  • 00:10:34
    the camera sits
  • 00:10:35
    down it was you know how sometimes in
  • 00:10:38
    life your brain can think of like a
  • 00:10:39
    million things in a nanc the camera goes
  • 00:10:41
    on I literally say hello welcome to my
  • 00:10:43
    first episode and my brain goes to huh I
  • 00:10:47
    think this is going to
  • 00:10:49
    work I if this is going to work
  • 00:10:52
    everyone's going to know me huh I better
  • 00:10:55
    really tell them what I think about the
  • 00:10:57
    wine whether I want to sell it or not
  • 00:10:59
    because what if I find myself in an
  • 00:11:00
    event and somebody hands me a glass of
  • 00:11:02
    wine and says what do you think of this
  • 00:11:04
    and I say it's crap and they're like got
  • 00:11:06
    you you said this was good on the show I
  • 00:11:08
    was like scared of like the DAT line guy
  • 00:11:10
    I was like wait this is literally what
  • 00:11:12
    I'm thinking in the first 8 Seconds of
  • 00:11:14
    my first video ever and in that video I
  • 00:11:18
    literally decided actually how many
  • 00:11:19
    people are into wine raise your hand
  • 00:11:21
    just curious so wine spectator all these
  • 00:11:24
    things I realized wait a minute I'm not
  • 00:11:26
    going to be a merchant I'm going to be a
  • 00:11:28
    publication
  • 00:11:30
    I'm going to review this wine how I see
  • 00:11:32
    it literally in the first couple weeks
  • 00:11:34
    of Wine Library TV my father and best
  • 00:11:36
    friend and cousin the core of us the
  • 00:11:38
    three of us that work that store
  • 00:11:39
    literally thought I'd lost my mind in
  • 00:11:41
    like the third episode I there was a
  • 00:11:44
    white wine that I was reviewing we had
  • 00:11:46
    like a 100 cases of it in the basement
  • 00:11:48
    and I think I compared it to like your
  • 00:11:50
    cat peeing on your rug and you not
  • 00:11:51
    cleaning it up it not the kind of thing
  • 00:11:54
    that makes people want to go out and buy
  • 00:11:55
    an and drink
  • 00:11:57
    it and that that decision which was very
  • 00:12:01
    confusing to my family at the time was
  • 00:12:04
    the foundation of what I stand on
  • 00:12:07
    today you can make content about the
  • 00:12:11
    tricks of the trade the things you know
  • 00:12:13
    the things that they could do at home so
  • 00:12:15
    they don't have to call you literally
  • 00:12:17
    the biggest reason they will then call
  • 00:12:19
    you you can do videos this is going to
  • 00:12:23
    be a real curveball just if you're
  • 00:12:25
    asking me how the heck are you going to
  • 00:12:26
    make a video every day you do videos
  • 00:12:30
    here's a good one actually how many
  • 00:12:31
    people here do commercial work not just
  • 00:12:34
    for residential I'm just curious just
  • 00:12:35
    raise your hands please I apologize just
  • 00:12:37
    a little higher here's a huge one no
  • 00:12:40
    joke you can literally do videos
  • 00:12:43
    reviewing the
  • 00:12:45
    businesses that you did work for you can
  • 00:12:49
    make a video that reviews the pizza at
  • 00:12:52
    the pizza store that you did work
  • 00:12:55
    for and I'm going to get to why this is
  • 00:12:58
    going to work you can literally do
  • 00:12:59
    videos of your interests if you're into
  • 00:13:02
    golf or fishing or barbecuing or
  • 00:13:06
    watching Dancing with the
  • 00:13:08
    Stars you can do a video about something
  • 00:13:10
    that has nothing to do with your
  • 00:13:12
    business but your
  • 00:13:15
    bio your bio has your business the PS in
  • 00:13:20
    your copy can mention your business you
  • 00:13:22
    can literally make a Dancing with the
  • 00:13:23
    Stars video and complain about what
  • 00:13:25
    happened last night and then put at the
  • 00:13:26
    end PS if you need XYZ service here's my
  • 00:13:30
    phone number these are tactics that work
  • 00:13:33
    now here's where it gets ridiculously
  • 00:13:35
    interesting I'm going to get a little
  • 00:13:36
    nerdy here's why this is important let's
  • 00:13:39
    say 23 of you get inspired and actually
  • 00:13:42
    start doing this let's call a spade a
  • 00:13:44
    spade the first 3 four weeks are going
  • 00:13:47
    to be a
  • 00:13:48
    disaster most of you are going to make a
  • 00:13:50
    video somebody's going to get pumped by
  • 00:13:51
    this talk especially we get into the Q&A
  • 00:13:53
    and you're going to go home and you're
  • 00:13:54
    going to post a video and it's going to
  • 00:13:56
    get seven views and you're be like that
  • 00:14:03
    [ __ ] and next one's going to get
  • 00:14:05
    nine and next one's going to get
  • 00:14:09
    23 back in the day prior first 15 years
  • 00:14:13
    of this they would have all gotten like
  • 00:14:14
    10 6 79 and that would have been forever
  • 00:14:17
    until you like built up a
  • 00:14:19
    list in today's world some of you who
  • 00:14:22
    are committed to what you're hearing are
  • 00:14:24
    going to get into it and for some reason
  • 00:14:26
    it's going to click and you're going to
  • 00:14:28
    make a video
  • 00:14:29
    after a month of sixes and nines and 11s
  • 00:14:33
    you're committed you're not a quitter
  • 00:14:35
    you felt it you understand and for some
  • 00:14:37
    reason some videos going to get
  • 00:14:40
    2,000 2,000
  • 00:14:42
    views you're not going into the viral
  • 00:14:44
    Hall of Fame you're not Charlie demilio
  • 00:14:47
    or Logan Paul but you got 2,000 and you
  • 00:14:50
    normally get
  • 00:14:52
    seven I heard AI mentioned on this stage
  • 00:14:56
    prior to coming out AI is everywhere let
  • 00:14:58
    me tell you the only AI I'm worried
  • 00:15:00
    about right now in marketing it's the AI
  • 00:15:03
    that is on the back of these algorithms
  • 00:15:06
    that make the content find the Right
  • 00:15:08
    audience when you get 2,000 you earned
  • 00:15:12
    it when you get 2,000 views you earned
  • 00:15:14
    it cuz the quality of the video was a
  • 00:15:17
    little bit more interesting than
  • 00:15:18
    anything you did before this is when you
  • 00:15:21
    strike let me explain this is where it's
  • 00:15:24
    going to get very practical to all of
  • 00:15:25
    you cuz you're looking at a kid that
  • 00:15:27
    grew up on Direct and Google
  • 00:15:30
    AdWords this video now gets 2,000 you
  • 00:15:33
    now take that
  • 00:15:35
    video and you now run that video as an
  • 00:15:38
    ad in a 10mile radius of your
  • 00:15:43
    office what you were doing in modern
  • 00:15:46
    social media now is you're posting for
  • 00:15:49
    Creative validation the algorithms are
  • 00:15:52
    so remarkable now that when you post the
  • 00:15:55
    organic results will give you the
  • 00:15:57
    indication of whatch actually spend
  • 00:15:59
    money on you now know that ad has
  • 00:16:02
    relevance you now can spend money
  • 00:16:05
    against it locally this will give you
  • 00:16:07
    the highest propensity of that ad
  • 00:16:09
    actually converting into business when
  • 00:16:12
    you switch it to an ad you might even
  • 00:16:13
    change the copy and be a little bit more
  • 00:16:16
    salesy with it it's an
  • 00:16:18
    ad this model very simple yet hard
  • 00:16:23
    simple what I told you not complicated
  • 00:16:25
    I'll break it down again social media is
  • 00:16:27
    converted into full validation if the
  • 00:16:29
    creative is good this has taken out all
  • 00:16:32
    the risk of advertising all the money
  • 00:16:34
    that I've ever lost in advertising in my
  • 00:16:35
    life and it has got to be an ungodly
  • 00:16:38
    amount at this point in my life has been
  • 00:16:39
    based on the fact that the video or the
  • 00:16:41
    picture or the ad wasn't good enough I
  • 00:16:45
    know this I did so much direct mail so
  • 00:16:47
    much full page ads so much radio so much
  • 00:16:50
    social media I know sometimes it
  • 00:16:52
    crushed and sometimes it
  • 00:16:55
    doesn't this model that I'm describing
  • 00:16:58
    has transcended my father's business
  • 00:17:01
    recently my dad obviously I built my
  • 00:17:03
    dad's business then I left and started
  • 00:17:06
    my own kind of career during that time I
  • 00:17:08
    think it was a little blurry to my dad
  • 00:17:10
    how much impact I really had on the
  • 00:17:12
    business I get it he's a proud dude the
  • 00:17:14
    business started to decline after I left
  • 00:17:17
    because you know when LeBron leaves the
  • 00:17:20
    Cavs they suck it's all about
  • 00:17:23
    players he calls me back in he's like I
  • 00:17:25
    need your help I was very happy to help
  • 00:17:27
    him I invented something as a matter of
  • 00:17:29
    fact for everybody who raised their hand
  • 00:17:31
    with wine this might be the only thing
  • 00:17:32
    that you want to write down this whole
  • 00:17:34
    show I invented something called wine
  • 00:17:36
    text for him winetext.com it literally
  • 00:17:39
    remember group on the deal of the day
  • 00:17:41
    stuff you literally get a text every day
  • 00:17:43
    I think today's is a $38 white wine that
  • 00:17:45
    you can buy for 13 bucks you reply with
  • 00:17:47
    a number it comes you literally reply
  • 00:17:50
    with the number four it comes to your
  • 00:17:51
    house it is the literally the easiest
  • 00:17:53
    way to buy any product in the world this
  • 00:17:56
    exploded my dad's business inflated by
  • 00:17:58
    Co it cuz I got it out right
  • 00:18:01
    before and yet with me re exploding my
  • 00:18:04
    dad's business 4 months ago he calls me
  • 00:18:06
    he goes six months ago excuse me he
  • 00:18:09
    goes my customer count in the store is
  • 00:18:12
    really down I want them I go what do you
  • 00:18:15
    mean you want them he goes I want more
  • 00:18:17
    customers in the store I said
  • 00:18:19
    why he said
  • 00:18:22
    cuz I said but Dad winex is crushing
  • 00:18:25
    like it we're better off doing that but
  • 00:18:28
    my dad built this Immaculate actually
  • 00:18:29
    anybody here from New
  • 00:18:31
    Jersey yeah anybody near has anybody
  • 00:18:33
    been to the Wine Library in Springfield
  • 00:18:35
    New Jersey thank you fellas tell them
  • 00:18:37
    it's a [ __ ] Palace it's 40,000 sare
  • 00:18:40
    ft it's made with mahogany my dad made
  • 00:18:42
    this like a a palace the Russians he
  • 00:18:44
    thought he was a zar you know and and so
  • 00:18:49
    he's emotional because I told him at the
  • 00:18:51
    time when we built the business the
  • 00:18:52
    building in 2003 I said dad this a
  • 00:18:54
    mistake we're pouring too much money and
  • 00:18:55
    people are going to go online you all
  • 00:18:57
    know this now there's [ __ ] puff and
  • 00:18:59
    door Das like you don't want to go
  • 00:19:00
    anywhere you just want stuff to come to
  • 00:19:02
    you convenience is King another insight
  • 00:19:04
    to things to think about in this next
  • 00:19:06
    chapter
  • 00:19:09
    punchline he gets obsessed with having
  • 00:19:12
    more customers my great flaw in my life
  • 00:19:14
    is I like making my dad happy so I
  • 00:19:17
    literally run for the last 6 months what
  • 00:19:19
    I've been telling
  • 00:19:20
    you social 5 10 15 mile radius it's gone
  • 00:19:24
    so well I'm starting to make private
  • 00:19:26
    label wines for the towns around us like
  • 00:19:28
    there's a town called chadam New Jersey
  • 00:19:30
    next to us we created a wine named
  • 00:19:32
    chadam neighborhood like put a label on
  • 00:19:34
    it good wine label and just running it
  • 00:19:37
    local the amount of attention on
  • 00:19:40
    Facebook and Instagram Facebook
  • 00:19:41
    specifically if I'm really if I bought
  • 00:19:43
    your business tomorrow the model I'm
  • 00:19:45
    asking you for I want you to be on every
  • 00:19:46
    platform but where I really want you to
  • 00:19:48
    run the ads is Facebook I want you to
  • 00:19:51
    run the five and 10 and 15 M radius ads
  • 00:19:54
    on
  • 00:19:55
    Facebook okay I'm going to leave that
  • 00:19:57
    framework up I think the Q&A will answer
  • 00:19:59
    a lot more I'm going to ask the people
  • 00:20:01
    in the back to throw up my slides real
  • 00:20:03
    quick my main slide I want to show you
  • 00:20:05
    all
  • 00:20:06
    something those books on the top right
  • 00:20:10
    are the books that I wrote um all New
  • 00:20:14
    York Times bestselling books my mom is
  • 00:20:16
    very proud of that but the thing I want
  • 00:20:18
    to bring up is the second one ironically
  • 00:20:21
    the second one the orange one the thank
  • 00:20:22
    you economy is my least commercially
  • 00:20:25
    successful book still crushed but out of
  • 00:20:28
    all of them it is the least successful
  • 00:20:31
    business book I've
  • 00:20:32
    sold interestingly enough though it
  • 00:20:35
    might be the most important which is a
  • 00:20:37
    real insight to how humans work I want
  • 00:20:39
    to talk to you about the thank you
  • 00:20:40
    economy for a few
  • 00:20:42
    minutes I believe thank you so much you
  • 00:20:44
    could put it down I believe
  • 00:20:48
    that the only thing be if you were like
  • 00:20:51
    hey Gary bad news it's illegal for us in
  • 00:20:54
    this industry to do social media
  • 00:20:56
    marketing now what I'm like I got got
  • 00:20:58
    another move it's called the thank you
  • 00:21:01
    economy the premise of the thank you
  • 00:21:03
    economy that I wrote In 2011 was that
  • 00:21:06
    the internet was changing so much that
  • 00:21:08
    there was an opportunity to take
  • 00:21:10
    advantage of the fact that people are
  • 00:21:12
    just living online to grow your business
  • 00:21:14
    by stick with me here now being
  • 00:21:19
    kind let me
  • 00:21:21
    explain in the book when the book came
  • 00:21:24
    out unfortunately that's right it didn't
  • 00:21:25
    make the book but something happened in
  • 00:21:27
    my wine store that I want to tell you a
  • 00:21:29
    story of that I think will be another
  • 00:21:31
    move for the people that are not on
  • 00:21:33
    prevent defense but on Extreme offense
  • 00:21:35
    in these next 24 months which will be
  • 00:21:37
    challenging cuz there shouldn't be as
  • 00:21:39
    much demand everybody spent all their
  • 00:21:40
    money and did all their [ __ ] you are now
  • 00:21:43
    fully in I need to take more market
  • 00:21:45
    share away from the people in my general
  • 00:21:47
    area let there be no confusion you can
  • 00:21:50
    wait it out all you want people are
  • 00:21:51
    miraculously not going to have a need
  • 00:21:53
    for your stuff more it is going to be a
  • 00:21:56
    24 36 48 it's just real life
  • 00:22:00
    I think that's fine I actually think if
  • 00:22:02
    you decided to schlep out to this
  • 00:22:03
    conference you're on offense and you're
  • 00:22:05
    here to grow and so that's why I'm
  • 00:22:08
    motivated to go into this
  • 00:22:11
    part thank you economy's premises that
  • 00:22:13
    you can actually do many things for
  • 00:22:15
    example no matter what town anybody here
  • 00:22:18
    does business in you can literally open
  • 00:22:19
    your phone right now open Instagram type
  • 00:22:21
    in the name of your town type it in
  • 00:22:24
    Short Hills New Jersey whatever it is
  • 00:22:26
    actually some of you do this while I'm
  • 00:22:28
    talking go to Instagram go to the top
  • 00:22:30
    search type in your
  • 00:22:33
    town what you'll notice maybe some most
  • 00:22:36
    of you have probably never done this
  • 00:22:38
    when you type in the name of your town
  • 00:22:40
    your town will show up you click it it
  • 00:22:44
    will show you pictures that were posted
  • 00:22:46
    in your town these are people that you
  • 00:22:48
    could do business with you could because
  • 00:22:51
    I have you could look at all those
  • 00:22:54
    pictures and from your business account
  • 00:22:56
    on Instagram reply
  • 00:22:59
    like a gracious normal kind neighbor
  • 00:23:03
    your dog is cute your lawn looks
  • 00:23:08
    great
  • 00:23:10
    cool thumbs [ __ ] up emoji whatever
  • 00:23:13
    you're in the mood to do ironically I
  • 00:23:16
    don't know if you know this most people
  • 00:23:18
    don't get a ton of comments and they are
  • 00:23:20
    thrilled to get any and because you said
  • 00:23:24
    Thank you or good job or lovely they now
  • 00:23:27
    know you exist
  • 00:23:29
    because most of them don't as you all
  • 00:23:31
    know that's just a for instance of what
  • 00:23:33
    I would have said if I wrote thank you
  • 00:23:35
    economy today that the world is playing
  • 00:23:37
    out publicly which is insane and if you
  • 00:23:40
    want to put in the effort and you're not
  • 00:23:43
    I'm I notice what I didn't say I didn't
  • 00:23:45
    say go to all those posts and say call
  • 00:23:47
    me now to fix your [ __ ] pool no no no
  • 00:23:52
    closing on the first move a little
  • 00:23:54
    romance goes a very long way tell them
  • 00:23:57
    ladies
  • 00:24:01
    I believed this in
  • 00:24:03
    2011 I had an
  • 00:24:07
    idea I said to my internet Department I
  • 00:24:10
    said every single order that comes
  • 00:24:13
    in Google the person's name see if you
  • 00:24:17
    can find who they are and then find them
  • 00:24:18
    on Twitter this is 2011 this is Jesus 13
  • 00:24:22
    years ago it's crazy time flies so a lot
  • 00:24:25
    of people have very common names so it's
  • 00:24:26
    kind of hard to figure out but finally
  • 00:24:28
    they found a name and the team calls me
  • 00:24:31
    and says we found someone I said good
  • 00:24:33
    you found them on Twitter yes we found
  • 00:24:34
    the gentleman on Twitter I said who
  • 00:24:38
    bought
  • 00:24:39
    a who bought a very low-end Pino Gia I
  • 00:24:42
    don't think it was Santa Margarita but
  • 00:24:43
    this gentleman literally bought like a
  • 00:24:45
    $100 case of pinoo eight bucks a bottle
  • 00:24:47
    shipped to Chicago nothing we made like
  • 00:24:50
    $3.9 on the whole order before overhead
  • 00:24:53
    we lost money on the order but they
  • 00:24:55
    found him and they said we found his
  • 00:24:57
    Twitter I'm on the phone I'm like what's
  • 00:24:59
    what's he tweeting about they'll go
  • 00:25:00
    we'll read them to you here are the
  • 00:25:02
    tweets ironically ties back down
  • 00:25:05
    probably why I'm telling the story of
  • 00:25:06
    how I open this talk I'm like read the
  • 00:25:08
    tweets they're like Bears stop doing
  • 00:25:10
    that Jay Cutler why'd you do that Jay
  • 00:25:12
    Cutler I love you Jay Cutler stop
  • 00:25:14
    throwing touch Jay Cutler a great
  • 00:25:15
    touchdown Jak this guy was obsessed with
  • 00:25:17
    the Bears Jak Cutler for all the
  • 00:25:19
    football fans if you remember was the
  • 00:25:21
    quarterback at the
  • 00:25:22
    time I the team goes what do you want us
  • 00:25:24
    to do I said go to eBay and buy a J
  • 00:25:27
    Cutler sign Jersey and send it to him
  • 00:25:30
    with a note that says thank you for
  • 00:25:32
    shopping at Wine Library they're like
  • 00:25:35
    the Jersey like 400 bucks I'm like I
  • 00:25:37
    don't give a [ __ ] send it to him done
  • 00:25:40
    I'm like now pumped I'm like I finally
  • 00:25:42
    found something this is my thesis to the
  • 00:25:43
    thank you economy here's what's going to
  • 00:25:45
    happen we're going to send this Jay
  • 00:25:46
    Cutler Jersey to him the guy bought a
  • 00:25:48
    dinky $100 case of wine he's going to
  • 00:25:51
    get this Fram J Cutler Jersey with a
  • 00:25:53
    note thank you from the Wine Library
  • 00:25:55
    he's going to lose his mind he's going
  • 00:25:57
    to Tweet about it constantly he's going
  • 00:25:59
    to convert all his business and all his
  • 00:26:01
    friends are going to come and Shop with
  • 00:26:03
    us this is going to be a great case
  • 00:26:05
    study for my thesis I did a bunch of
  • 00:26:07
    versions of this but this is the one
  • 00:26:09
    that really has a good story to it I'm
  • 00:26:12
    pumped and then four weeks go by and
  • 00:26:15
    nothing
  • 00:26:16
    happens I'm like this son of a [ __ ] is
  • 00:26:19
    so [ __ ]
  • 00:26:25
    ungrateful and then I'm boarding a plane
  • 00:26:27
    to go to NAA to go taste wine to buy for
  • 00:26:30
    the store and I get a phone
  • 00:26:32
    call hey hey you'll never believe what
  • 00:26:36
    happened and just the way he said it I
  • 00:26:38
    knew it was that you know cuz is a month
  • 00:26:40
    later I really kind of forgot about
  • 00:26:43
    it I go the Cutler guy did something he
  • 00:26:46
    said no I said no he said we just got a
  • 00:26:49
    $6,000 order from Plano Texas I'm like
  • 00:26:53
    okay for a bunch of high-end burgundy
  • 00:26:55
    and bolo I'm like okay he goes I want to
  • 00:26:59
    read you the note that came on the order
  • 00:27:03
    I'm like okay hey Wine Library can you
  • 00:27:06
    please hold these wines cuz it's the
  • 00:27:08
    summer here in Texas and I don't want
  • 00:27:10
    the wines to be shipped in this weather
  • 00:27:12
    to be
  • 00:27:13
    compromised PS your prices on red
  • 00:27:16
    burgundy are remarkable can somebody
  • 00:27:18
    call me I have a very big seller in
  • 00:27:20
    collection I'd like to see if you have
  • 00:27:21
    some other
  • 00:27:22
    things
  • 00:27:25
    PSS my friend who you sent the J color
  • 00:27:28
    to told me about your store
  • 00:27:32
    psss I'm a huge Bruce Springsteen
  • 00:27:42
    fan if you go home from this conference
  • 00:27:45
    have no interest in doing social because
  • 00:27:47
    I don't know you don't like growing and
  • 00:27:50
    you've decided to use your subjective
  • 00:27:51
    opinions of the State of the Union of
  • 00:27:53
    the world to not do social media
  • 00:27:55
    marketing because you're scared it's
  • 00:27:56
    ruining the kids or you're worried about
  • 00:27:58
    China you're allowed to do whatever the
  • 00:28:00
    [ __ ] you want you're not my kids you're
  • 00:28:02
    not my siblings I don't
  • 00:28:04
    care if you do not want to do that
  • 00:28:07
    there's something else you can do when
  • 00:28:09
    you go home I believe that if you call
  • 00:28:12
    every single person you've ever done
  • 00:28:13
    business with over the last five years
  • 00:28:16
    and said hi I'll use Peter Holland here
  • 00:28:19
    if I'm Read My Eyes Peter hey Peter
  • 00:28:21
    Holland it's Gary just calling you I
  • 00:28:24
    know we obviously worked you know did
  • 00:28:26
    some work for you for 18 months ago just
  • 00:28:27
    check in if it's going well is
  • 00:28:30
    everything fine good thank you hope you
  • 00:28:33
    have the best day that's the lowest
  • 00:28:36
    thing you can do number two you could
  • 00:28:39
    also remember cuz so many of you do or
  • 00:28:41
    the people that work with you do you
  • 00:28:43
    could also remember that Peter liked
  • 00:28:45
    dwine or like the Kansas City Chiefs or
  • 00:28:48
    had 16 dart boards in his basement cuz I
  • 00:28:50
    don't know he's a [ __ ] Dart
  • 00:28:53
    Enthusiast you could go buy a $50
  • 00:28:56
    dartboard and send it to him with a note
  • 00:28:59
    and say hey just wanted to thank you for
  • 00:29:01
    your business 18 months ago I believe
  • 00:29:04
    that if you scale the
  • 00:29:07
    unscalable right we're in the whole
  • 00:29:09
    talks of AI now and everything's so
  • 00:29:12
    efficient and it's all technology and I
  • 00:29:15
    think if you go back to doing business
  • 00:29:18
    the way that our great-grandparents did
  • 00:29:19
    it and call not new people who are going
  • 00:29:23
    to give you money no no no thank people
  • 00:29:27
    that already gave you money that those
  • 00:29:29
    people will actually on that action even
  • 00:29:33
    more than the quality work you did the
  • 00:29:37
    gesture of kindness when it was not
  • 00:29:40
    expected even a phone call or a letter
  • 00:29:44
    or some
  • 00:29:45
    flowers chocolates a bottle of
  • 00:29:49
    wine that that itself will substantially
  • 00:29:53
    grow your business while everybody else
  • 00:29:55
    is on defense you have two choices
  • 00:29:58
    in my opinion the choice you don't have
  • 00:30:01
    is to keep doing what you're doing
  • 00:30:03
    because I know that whoever does social
  • 00:30:06
    hardcore organically and then has the
  • 00:30:09
    right model will out flank you locally
  • 00:30:11
    or the person that goes most old school
  • 00:30:14
    do not be in the middle it is the worst
  • 00:30:16
    place go OG OG thank you economy or go
  • 00:30:20
    new school new school social media
  • 00:30:24
    plumber of the year but don't be here
  • 00:30:28
    cuz here
  • 00:30:30
    sucks thank
  • 00:30:32
    [Applause]
  • 00:30:37
    [Music]
  • 00:30:40
    you do we have questions we only have
  • 00:30:43
    100 questions okay is that true no
  • 00:30:46
    that's can we just clap it up that means
  • 00:30:48
    the world to me thank you that's awesome
  • 00:30:51
    all
  • 00:30:52
    right so obvious obviously I'm not going
  • 00:30:55
    to be able to get to all that so real
  • 00:30:56
    quick can we throw up my slide for
  • 00:30:58
    everybody's question I don't get to one
  • 00:31:00
    of my favorite things to do I have a
  • 00:31:01
    teex service this goes back to scaling
  • 00:31:03
    the unscalable I've have almost a half a
  • 00:31:06
    million people that follow me on text
  • 00:31:08
    it's a platform called Community that's
  • 00:31:10
    my text number literally when I go on
  • 00:31:12
    Long flights I'm going to London next
  • 00:31:13
    week to watch my New York Jets destroy
  • 00:31:16
    the
  • 00:31:18
    Vikings eat it
  • 00:31:21
    Minnesota
  • 00:31:23
    um if you text me your question if I
  • 00:31:25
    don't get to it I'm I'll hope I'll get a
  • 00:31:27
    couple hours on that flight to to catch
  • 00:31:29
    up on text um so anyway nonetheless go
  • 00:31:31
    ahead sir all right so how important is
  • 00:31:35
    personality and point of view When
  • 00:31:38
    developing social media a not just
  • 00:31:41
    posting yeah I mean look if you're
  • 00:31:43
    boring as [ __ ] and you're like a piece
  • 00:31:46
    of paper nobody's it's not going to work
  • 00:31:48
    but by the way you don't need to be in
  • 00:31:50
    the content this is the brain
  • 00:31:52
    twist do I believe that people buy from
  • 00:31:55
    people yes do I believe that if you
  • 00:31:57
    explode off screen and are charismatic I
  • 00:32:01
    think that will work let me throw you a
  • 00:32:02
    curveball I've watched people that are
  • 00:32:04
    boring as hell on video but know their
  • 00:32:06
    [ __ ] do incredibly well you're in a
  • 00:32:09
    business where people want to know the
  • 00:32:11
    goods like as a matter of fact you're in
  • 00:32:13
    a business where if you're overly
  • 00:32:15
    charismatic people may not hire you
  • 00:32:17
    because they think you're a
  • 00:32:18
    Shyer so be you but also know you don't
  • 00:32:22
    have to be in the content some of you
  • 00:32:24
    are introverted some are incredibly
  • 00:32:26
    private you don't want to be
  • 00:32:28
    I by the way actually how many people
  • 00:32:30
    here do follow me and have a sense of
  • 00:32:31
    who I am raise your hands thank you
  • 00:32:34
    humbled you all know what I'm about to
  • 00:32:35
    say I'm one of the most prolific posters
  • 00:32:39
    of content in the world and I never
  • 00:32:42
    share my personal life that's for me I
  • 00:32:45
    don't need to share my kids or a dog or
  • 00:32:48
    my relationships to get likes I keep
  • 00:32:50
    that for me you're in control of what
  • 00:32:52
    you post so you can do a lot of things
  • 00:32:55
    as a matter of fact I really like the
  • 00:32:57
    idea of
  • 00:32:58
    some of you that are really in the
  • 00:32:59
    trenches of your work videoing from your
  • 00:33:02
    perspective you know going back to like
  • 00:33:04
    teaching people how not to hire you
  • 00:33:06
    making a video of just showing people
  • 00:33:08
    how to do one little fix that might need
  • 00:33:10
    to come from this perspective where we
  • 00:33:11
    just see your hands especially if you're
  • 00:33:12
    all tatted up like this dude it's
  • 00:33:13
    awesome so I think that I think that yes
  • 00:33:17
    personality of course like this goes
  • 00:33:19
    back to three people raising their hand
  • 00:33:21
    like plenty of people have heard this
  • 00:33:23
    talk from me gone at it for a year and
  • 00:33:25
    have gotten very little results cuz they
  • 00:33:27
    themselves are not good at it so there
  • 00:33:29
    is a skill set to it but there's a lot
  • 00:33:32
    of ways to attack it a lot of ways to
  • 00:33:35
    attack it you could film an entire scene
  • 00:33:38
    Plumbing pool electric and then do a
  • 00:33:41
    voice over and explain what the video
  • 00:33:42
    was about there's a lot of ways to
  • 00:33:44
    attack it you don't have to just be the
  • 00:33:46
    front man or woman awesome uh how long
  • 00:33:49
    should the videos be like what's too
  • 00:33:51
    long what's Too Short too long is when
  • 00:33:53
    it sucks too short is when it's great
  • 00:33:57
    I've seen unlimited trash garbage
  • 00:34:00
    atrocious 6sec Vine videos back in the
  • 00:34:03
    day and I've seen remarkable 1 hour 45
  • 00:34:06
    minute videos it's a quality thing
  • 00:34:08
    there's no right time there's is it good
  • 00:34:11
    or isn't it bad you you know what's
  • 00:34:12
    awesome at this point it's not 2007
  • 00:34:15
    everybody
  • 00:34:16
    here everybody here has consumed content
  • 00:34:21
    in Social you know what I'm saying is
  • 00:34:24
    Right you've seen things that in two
  • 00:34:26
    seconds you're like seea boring no and
  • 00:34:29
    you've seen things that in the beginning
  • 00:34:31
    you're starting to watch you're like how
  • 00:34:32
    the hell did I just watch this for 19
  • 00:34:35
    minutes so there's no time
  • 00:34:38
    variable um so a couple of
  • 00:34:42
    questions who's the right person let's
  • 00:34:45
    start with this thank you great question
  • 00:34:47
    first and foremost actually first and
  • 00:34:49
    for how do i y first and foremost I need
  • 00:34:53
    everybody here to do 10 to 15 hours of
  • 00:34:56
    homework on what I just talked about
  • 00:34:59
    like Google a book my latest book throw
  • 00:35:02
    it up thank you uh day training
  • 00:35:03
    attention really goes into it just throw
  • 00:35:06
    it up real quick this the sign uh the
  • 00:35:09
    slide please the purple one next to the
  • 00:35:11
    kids book I just put out day trading
  • 00:35:13
    attention I need you to read it or
  • 00:35:15
    listen to it on the record I could give
  • 00:35:18
    a [ __ ] if you buy it I don't need the 8
  • 00:35:19
    cents that I get from every book sale
  • 00:35:21
    you can go to something called Pirate
  • 00:35:23
    Bay and steal it I don't give a
  • 00:35:26
    [ __ ] I don't care about the book sale I
  • 00:35:29
    care that you actually know in detail
  • 00:35:31
    what I'm talking about because it will
  • 00:35:33
    change your
  • 00:35:34
    business whether you use that book
  • 00:35:36
    whether you use Google or YouTube some
  • 00:35:38
    of you learn audio I have no reading
  • 00:35:40
    comprehension I've learned which is why
  • 00:35:41
    I don't read books but everything I ever
  • 00:35:43
    hear I remember forever so obviously
  • 00:35:45
    audio book works for me or
  • 00:35:47
    videos um first and foremost brother
  • 00:35:50
    they have to know it how the hell are
  • 00:35:52
    you going to judge an outside agency or
  • 00:35:54
    an employee if they're good at this if
  • 00:35:56
    you have no [ __ ] idea how this works
  • 00:35:59
    and I don't want to hear that you didn't
  • 00:36:00
    grow up with this you didn't grow up
  • 00:36:02
    driving and you figured it
  • 00:36:04
    out how many people here are retiring in
  • 00:36:07
    the next 5 years and I don't mean you're
  • 00:36:09
    going to crush it and buy an island I
  • 00:36:12
    mean you're old and you're finished
  • 00:36:15
    raise your
  • 00:36:16
    hands who's retiring in the next 5 years
  • 00:36:18
    raise your hands I mean it actually I'm
  • 00:36:20
    actually dead serious who's retiring the
  • 00:36:22
    next 5 years okay for the 11 of
  • 00:36:26
    you maybe you can hold your maybe this
  • 00:36:29
    strategy can
  • 00:36:31
    work but for the rest of you you better
  • 00:36:33
    pay attention to what I'm talking about
  • 00:36:35
    cuz if you're not going to do what I'm
  • 00:36:37
    telling you somebody else is and they're
  • 00:36:39
    going to take your
  • 00:36:41
    business and your private Equity Firm is
  • 00:36:43
    not going to help you this is the
  • 00:36:45
    [ __ ]
  • 00:36:46
    jungle so fight so anyway who should do
  • 00:36:50
    it you should hire someone my preference
  • 00:36:52
    is that you learn how to do it for 6
  • 00:36:54
    months that's free
  • 00:36:57
    right that just takes away from you know
  • 00:36:59
    Netflix or some other dumb [ __ ] that all
  • 00:37:02
    a meeting that's two hours that's really
  • 00:37:04
    30 [ __ ] minutes you know that we're
  • 00:37:05
    doing that all the time so you learn it
  • 00:37:08
    for 6 months then you can hire people
  • 00:37:11
    whether it's your niece or an outside
  • 00:37:12
    agency or somebody internally but if you
  • 00:37:14
    don't know how to judge it what are we
  • 00:37:16
    doing that's why it hasn't worked for
  • 00:37:18
    99% of you already you don't know how to
  • 00:37:20
    judge it uh how we adap this approach to
  • 00:37:22
    social media and marketing content and
  • 00:37:24
    99% of the time customers are coming to
  • 00:37:26
    us because something's wrong have you
  • 00:37:29
    turn me into a you don't this is why I
  • 00:37:33
    need you to post every day I need you to
  • 00:37:36
    post every day cuz we don't know the day
  • 00:37:39
    that somebody's going to be in Market
  • 00:37:40
    that's why car companies Market their
  • 00:37:43
    asses off every day that's called
  • 00:37:45
    business sorry you [ __ ] picked the
  • 00:37:47
    cry not
  • 00:37:52
    me I like that
  • 00:37:55
    one Dustin please clip that definitely
  • 00:37:57
    putting that on
  • 00:38:01
    LinkedIn all right so this might be a
  • 00:38:03
    tough one uh what metrics matter to
  • 00:38:07
    prove the time is best sent on social
  • 00:38:09
    versus working on other platforms parts
  • 00:38:13
    of business sales like leads real life I
  • 00:38:17
    mean this is unequivocally undeniably
  • 00:38:20
    the truth of where the attention is and
  • 00:38:22
    we see it and again one of the reasons
  • 00:38:24
    you know I'm being very I mentioned it
  • 00:38:26
    earlier I'm not really doing a lot of
  • 00:38:27
    events I'm being very selective I have
  • 00:38:29
    the fortune this is why I feel so warm
  • 00:38:31
    in this room I have a lot of friends
  • 00:38:32
    relatives acquaintances that are in this
  • 00:38:34
    business like as you can imagine I've
  • 00:38:36
    been more forceful on them than on a
  • 00:38:38
    stage with people I don't know for an
  • 00:38:40
    hour the metric after a year don't do it
  • 00:38:43
    in the first week you know this is why
  • 00:38:45
    everyone loves Google Google isn't
  • 00:38:47
    marketing Google is
  • 00:38:48
    sales you know that right Google sales
  • 00:38:53
    someone tpes types in a need and then it
  • 00:38:55
    comes to you it's intent based marketing
  • 00:38:56
    you're not building
  • 00:38:58
    brand you're paying Google a toll booth
  • 00:39:01
    to send you a
  • 00:39:02
    lead Google is sales that's why people
  • 00:39:06
    like it you can measure it very good oh
  • 00:39:08
    and you know brand is a whole different
  • 00:39:11
    animal brand is the
  • 00:39:14
    game brand comes from social and content
  • 00:39:17
    you can turn it into sales when you do
  • 00:39:19
    that converted ad that I told you about
  • 00:39:20
    after you do well this is why I need you
  • 00:39:22
    to get into details but you should
  • 00:39:24
    measure it based on your business
  • 00:39:25
    results so Ty two questions in here um
  • 00:39:29
    but real quick if we're talking about AI
  • 00:39:32
    sorry brother but real quick how many
  • 00:39:34
    people
  • 00:39:35
    here by the way most a lot of my
  • 00:39:37
    business are this way so I'll raise my
  • 00:39:38
    how many people here really use Google
  • 00:39:41
    it's a real driver of their business
  • 00:39:43
    raise your
  • 00:39:44
    hands actually stand up I I'm sorry to
  • 00:39:47
    it's the morning let's get the blood
  • 00:39:48
    flow don't be lazy I want I'm doing this
  • 00:39:50
    because I want everybody to
  • 00:39:53
    visualize so I'm so glad we got to this
  • 00:39:56
    look around before I let everybody sit
  • 00:39:57
    down all right please sit down thank you
  • 00:39:59
    we could call it pretty much the room
  • 00:40:02
    relies on Google does everybody
  • 00:40:05
    understand that Google search is
  • 00:40:07
    fundamentally dead within the next seven
  • 00:40:08
    years that everyone's going to AI that
  • 00:40:11
    chat GPT just wiped out this entire room
  • 00:40:15
    everybody who just stood up just told me
  • 00:40:16
    that the Yellow Pages is their
  • 00:40:20
    life you know again there's 11 people
  • 00:40:23
    who are retiring so they don't give a
  • 00:40:24
    [ __ ] they're going to be fishing and
  • 00:40:25
    down here actually usually say Florida
  • 00:40:27
    we're [ __ ] in Florida
  • 00:40:30
    so this whole room just stood up and is
  • 00:40:33
    relyant on a platform that is getting
  • 00:40:35
    massively disrupted right in your face
  • 00:40:37
    right now how many people here this will
  • 00:40:39
    be interesting how many people here are
  • 00:40:41
    already using chat GPT instead of Google
  • 00:40:44
    for things they used Google for just two
  • 00:40:46
    years ago raise your hand raise it high
  • 00:40:48
    I want people to see
  • 00:40:50
    this keep it up a little bit because I
  • 00:40:52
    need people to really understand what
  • 00:40:54
    I'm saying this is your life
  • 00:40:57
    I think we can all agree that the people
  • 00:40:59
    raising their hands I'm not talking to a
  • 00:41:01
    junior
  • 00:41:02
    high 40 50 60 year olds this dude's
  • 00:41:05
    fairly young but 40 50 60 year olds are
  • 00:41:08
    raising their hands and they are using
  • 00:41:11
    AI now instead of Google don't sit here
  • 00:41:14
    and do what all of you do which is put
  • 00:41:16
    your head in the sand when a wave comes
  • 00:41:18
    go find your surfboard and ride that
  • 00:41:20
    wave this has happened this whole room
  • 00:41:24
    just stood up that Google search is a
  • 00:41:26
    dominant force in their business and in
  • 00:41:28
    48 50 66 months that behavior will be
  • 00:41:32
    gone very hard to click a [ __ ] Google
  • 00:41:35
    ad when you don't even go to Google in
  • 00:41:36
    the first place wake
  • 00:41:44
    up so you mentioned five seven sites
  • 00:41:48
    what what are the sites that we should
  • 00:41:49
    be posting yeah I mean look that one's
  • 00:41:50
    easy I'll go to that one you know what
  • 00:41:52
    they are it's Facebook and Instagram
  • 00:41:54
    it's Tik Tok YouTube shorts is a monster
  • 00:41:57
    I'll tell you why I love YouTube shorts
  • 00:41:58
    for all of you if you name your videos
  • 00:42:01
    properly how to replace a Val you know
  • 00:42:03
    again I don't want to speak to things I
  • 00:42:05
    don't know but you know you know the
  • 00:42:07
    questions people ask you know you know
  • 00:42:09
    the Google ad as a matter fact you know
  • 00:42:10
    the Google AdWords you're buying that
  • 00:42:12
    convert well if you name your videos
  • 00:42:15
    very smart on YouTube shorts you can get
  • 00:42:18
    length out of those videos you can get
  • 00:42:20
    business 9 months most of social works
  • 00:42:22
    for like this week this day with YouTube
  • 00:42:25
    shorts you get business 9 months from
  • 00:42:27
    now based on teaching someone how to
  • 00:42:29
    repair something in a pool or roof or
  • 00:42:31
    electric like you know whatever you're
  • 00:42:32
    doing because YouTube is the second
  • 00:42:35
    biggest search engine in the
  • 00:42:37
    world Google is
  • 00:42:39
    one not Bing not Yahoo YouTube is the
  • 00:42:44
    second biggest search engine in the
  • 00:42:46
    world so YouTube shorts is a monster so
  • 00:42:49
    Facebook Twitter Tik Tok Instagram
  • 00:42:52
    YouTube shorts I'm obsessed with
  • 00:42:55
    LinkedIn LinkedIn has become what
  • 00:42:57
    Facebook used to be like LinkedIn people
  • 00:43:00
    are just in there consuming content and
  • 00:43:03
    again a lot of people that want to use
  • 00:43:05
    you are busy and business people it's a
  • 00:43:07
    great demo for you dollar-wise busy wise
  • 00:43:11
    I'm the kind of person that pays for
  • 00:43:12
    services all the time for [ __ ] that I
  • 00:43:14
    could do because I just don't want to do
  • 00:43:16
    it and my time's valuable that's
  • 00:43:18
    linkedin's loaded with that so those are
  • 00:43:20
    ones that most Stand Out Snapchat
  • 00:43:22
    Spotlight I'm very bullish on it does
  • 00:43:25
    still skew young enough for from a
  • 00:43:27
    homeowner standpoint that's Tik tok's
  • 00:43:29
    already much
  • 00:43:30
    older than snap so snap is still a
  • 00:43:34
    predominant message tool though their
  • 00:43:36
    Spotlight product is like Tik Tok and
  • 00:43:38
    Instagram I I could live without people
  • 00:43:40
    posting there Pinterest again I could
  • 00:43:42
    live though there's some visual stuff
  • 00:43:45
    maybe there's a little bit of Pinterest
  • 00:43:46
    but the first five are the ones I would
  • 00:43:47
    go with right then back to the original
  • 00:43:49
    how much time as much as humanly
  • 00:43:51
    possible okay I I cannot explain to
  • 00:43:54
    everybody that there's almost nothing
  • 00:43:57
    you're doing in your day-to-day again
  • 00:43:59
    these are not $1 million or $800,000
  • 00:44:01
    businesses these businesses are a little
  • 00:44:02
    bit bigger in this room and a lot of
  • 00:44:05
    people in this room are in an executive
  • 00:44:08
    life they have time brother again when I
  • 00:44:11
    see 90% of the room stand up as a driver
  • 00:44:15
    of their leads Direct Mail is getting
  • 00:44:17
    more expensive and less
  • 00:44:20
    effective Google is actually what all of
  • 00:44:22
    you are doing and it's in deep [ __ ]
  • 00:44:24
    Google might win the next AI thing but
  • 00:44:26
    what do you think Google's going to do
  • 00:44:28
    you think AI is just AI is different
  • 00:44:31
    than search AI is going to just send you
  • 00:44:34
    hey I have this broken where should I
  • 00:44:37
    they're going to send it to
  • 00:44:38
    themselves they're no longer going to be
  • 00:44:40
    interested in being a toll booth for a
  • 00:44:43
    little bit of advertising they're going
  • 00:44:44
    to create their own services on top of
  • 00:44:48
    it my friends if you do not build brand
  • 00:44:51
    fast you will be
  • 00:44:55
    commoditized bookstores got it
  • 00:44:58
    first technology doesn't give a [ __ ]
  • 00:45:01
    about you or
  • 00:45:02
    me bookstores got it first poor little
  • 00:45:05
    bookstores were crushing in
  • 00:45:08
    1995 unfortunately Jeff Bezos decided to
  • 00:45:10
    pick that category
  • 00:45:13
    first Uber I was an early investor in
  • 00:45:16
    like I told you really good at
  • 00:45:19
    investing I spoke at an event like this
  • 00:45:21
    like this two years after Uber came out
  • 00:45:24
    in San Francisco and was about to expand
  • 00:45:27
    I said Uber's a problem you have to
  • 00:45:28
    build brand for your black car service
  • 00:45:30
    they laughed at me you know what their
  • 00:45:32
    thing was which is different than your
  • 00:45:33
    thing they thought they had City Hall by
  • 00:45:35
    the balls they're like in the Q&A
  • 00:45:37
    they're like Gary do you know what city
  • 00:45:39
    hall is do you know that we've been
  • 00:45:41
    supporting the politicians we're not
  • 00:45:43
    going to let Uber in I said do you know
  • 00:45:45
    what billions of dollar in venture
  • 00:45:47
    capital is you [ __ ]
  • 00:45:51
    idiot please don't be naive this is not
  • 00:45:55
    a business strategy
  • 00:45:57
    I need you to start building brand I
  • 00:45:59
    need people to know your business
  • 00:46:00
    because when I walk into my home and say
  • 00:46:02
    Alexa I need to fix the air conditioning
  • 00:46:05
    they're going to send me wherever the
  • 00:46:07
    [ __ ] they want if I say Alexa I need
  • 00:46:10
    Peter Holland to fix my air conditioning
  • 00:46:13
    Peter W I can't do that if I don't know
  • 00:46:16
    what the [ __ ] he is if you do not attack
  • 00:46:19
    social in these next five years you will
  • 00:46:20
    pay the consequences mark my words for
  • 00:46:23
    the first 10 years that I gave this talk
  • 00:46:25
    it was a nice to have it was added value
  • 00:46:28
    we are starting to cross into this being
  • 00:46:30
    a necessity this is not little silly
  • 00:46:33
    pictures this is where attention of
  • 00:46:36
    society
  • 00:46:38
    is you guys are so underinvested in
  • 00:46:41
    Social so at night you're talking about
  • 00:46:43
    how social media is putting like
  • 00:46:45
    democracy on its knees and needs to be
  • 00:46:47
    regulated because it's so powerful
  • 00:46:49
    you're telling me it can't sell some of
  • 00:46:50
    your services what are we doing please
  • 00:46:54
    please take the energy of this talk
  • 00:46:56
    tomorrow tomorrow and convert it into
  • 00:46:58
    action give me a year it's like working
  • 00:47:01
    out if you just start working out and
  • 00:47:03
    you haven't for a while it's hard the
  • 00:47:04
    first couple weeks I said it earlier
  • 00:47:06
    I'll say it again you're going to get
  • 00:47:07
    six views you're going to get nine but I
  • 00:47:10
    believe in the first month or two if you
  • 00:47:12
    just keep going at this you'll see
  • 00:47:14
    something that will make you understand
  • 00:47:15
    and then you're going to
  • 00:47:17
    go go ahead time for one more hell yeah
  • 00:47:20
    okay um so these people are amazing but
  • 00:47:25
    they are not the most creative because
  • 00:47:27
    I've seen you draw in
  • 00:47:30
    classes and so one of the questions that
  • 00:47:32
    keeps coming up is what would you po if
  • 00:47:35
    you were in TR if I if I yeah if I
  • 00:47:38
    bought a business in this and tomorrow
  • 00:47:39
    was my first day or if I we teamed up
  • 00:47:42
    the first thing I would do is go search
  • 00:47:44
    I would go to YouTube and I would go to
  • 00:47:46
    Instagram and I would search all the
  • 00:47:49
    terms of our industry and I would watch
  • 00:47:50
    every video that has ever been posted in
  • 00:47:52
    our industry I promise you there are
  • 00:47:55
    people around the world and around the
  • 00:47:57
    country that are doing content on social
  • 00:47:59
    in this industry in these trades I would
  • 00:48:02
    look at that um and I think I would use
  • 00:48:05
    that as guidance my friend but I really
  • 00:48:07
    do think I said it earlier you would be
  • 00:48:11
    flabbergasted how your love of golf
  • 00:48:13
    could convert and grow in your business
  • 00:48:15
    and I don't mean business is done on the
  • 00:48:16
    golf course I mean literally you're
  • 00:48:17
    making golf videos and people watch golf
  • 00:48:21
    videos and then one of them's good for
  • 00:48:23
    whatever the hell you did and then you
  • 00:48:24
    took it and converted it to an ad and oh
  • 00:48:27
    by the way I didn't say this last time
  • 00:48:29
    you're going to spend $100 on the ad
  • 00:48:32
    that was the other amazing thing about
  • 00:48:33
    local advertising remember when I told
  • 00:48:35
    the story about you can make a video
  • 00:48:37
    gets 2,000 views now you're going to run
  • 00:48:38
    it in a 10 mile radius because a 10 mile
  • 00:48:41
    radius on Facebook is small especially
  • 00:48:43
    for some of you that are in rural parts
  • 00:48:44
    of the country because there's not that
  • 00:48:46
    many humans it only costs you A1 or
  • 00:48:49
    $200 in advertising for almost everyone
  • 00:48:53
    that's on Facebook in that area to see
  • 00:48:55
    you more than once
  • 00:48:57
    the reason my dad's liquor store is
  • 00:48:58
    crushing is when I pick chadam New
  • 00:49:00
    Jersey they only have 10,000 residents
  • 00:49:03
    if I'm spending $1,000 which is what I
  • 00:49:05
    did in that scenario almost every
  • 00:49:06
    resident saw it three four times all the
  • 00:49:08
    Chat and message boards and Facebook
  • 00:49:10
    groups were lighting up of like why do
  • 00:49:12
    we keep seeing this guy with this wine
  • 00:49:14
    cuz there's something called reach and
  • 00:49:15
    frequency in marketing you're getting to
  • 00:49:18
    them but how often are you getting to
  • 00:49:19
    them so it's a you like you will be
  • 00:49:22
    stunned
  • 00:49:24
    stunned I mean it's funny I didn't get
  • 00:49:26
    to this point part of the talk I'm glad
  • 00:49:27
    I'm getting it on the way out I think
  • 00:49:29
    you've gotten a sense of how my dad
  • 00:49:30
    rolls as I've been building this thing
  • 00:49:33
    for him if like one weekend doesn't go
  • 00:49:35
    well he's like let's do direct mail I go
  • 00:49:37
    Dad we've done Direct Mail 80 [ __ ]
  • 00:49:39
    times in the last two years and you see
  • 00:49:41
    that it's a waste of money you see that
  • 00:49:43
    we do Facebook for 5,000 a week and get
  • 00:49:46
    these results you see we do direct mail
  • 00:49:48
    and get way less when we spend
  • 00:49:51
    $2,000 we had one bad weekend because
  • 00:49:53
    the creative wasn't
  • 00:49:55
    good and you want to go back and the
  • 00:49:58
    reason some of you giggled here and I
  • 00:50:00
    heard you at different tables is that's
  • 00:50:02
    what you always
  • 00:50:03
    do when you go into defense you go
  • 00:50:06
    backwards you understand that right your
  • 00:50:09
    brain goes into some sort of mechanism
  • 00:50:11
    of like well this worked in
  • 00:50:15
    1984 well so did
  • 00:50:20
    mash that's a good way to [ __ ] end
  • 00:50:22
    thank you
  • 00:50:27
    appreciate thank you
  • 00:50:30
    [Applause]
  • 00:50:38
    [Music]
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