# This Will Make Your Business Go UP l The VeeCap Ep. 7

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=6JowcWwrjdc
- **Дата:** 21.08.2024
- **Длительность:** 18:56
- **Просмотры:** 15,629
- **Источник:** https://ekstraktznaniy.ru/video/16887

## Описание

Today's VeeCap documents my trip to the Cannes Lions Festival, I share my two cents on the evolving landscape of marketing and the critical role of organic social media content. I emphasize the importance of adapting to change, highlighting how brands must prioritize relevance over mere awareness by leveraging social platforms effectively. I also discuss the future of advertising, predicting a seamless integration of shopping and entertainment driven by AI and technology. Hope you enjoy it!

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How to Make Money at Garage Sales l TrashTa

## Транскрипт

### Segment 1 (00:00 - 05:00) []

the [ __ ] is everyone doing here the platforms the agencies are here to get the money of the brands Awards to justify to their boards that it works like what are we doing here like who wants to talk about the truth half the people here to drink Rosé and [ __ ] jerk off for a week we have to also recognize that this is one big sales conference this isn't about creativity that's bad like I don't want that for this industry like what are we doing here one of the great values of can is that it's a unique opportunity to see lots of people over a condensed period of time going to events and doing face Toof face where lots of like-minded individuals are there is always a good business strategy when I think about the way I came up the game My courage to say hello to anyone I admired or wanted to be a associated with was always there when you have a balance of humility and confidence in approaching people that you admire at an event like can you were able to get the full enjoyment out of it find that balance but never ever leave an event like can with regret Landing back home on the following Monday or weekend and saying I wish I would have is always the wrong strategy I can good to see you brother how are you very good what we wanted to talk to you a little bit about today was actually to have Gary give some insights into how he's seeing the world of marketing sort of evolve the 50 to 100,000 people that are here this week I may be the only person and I believe this by the way that believes that organic social media is disproportionately the primary most important part of a marketing mix that the top five to seven Brands within your portfolio need to be posting dozens of social media ads a day to dozens of consumer segmentations I think the biggest issues for big Brands is not awareness is not the issue in this little cabana it's relevance all right we got some meet in and we got out of there in time y good to see you how you been I'm really good how are you I like the button game brother such a pleasure real pleasure to meet you thanks for doing this looking forward to it I will tell you something I have two daughters 22 and 26 what's coming on my feet is what they need to know now and the urgency for them to get jobs I send them everything that you do [ __ ] amazing of course I know what let's get started I don't think people understand how many smbs fully and only survive on Google search ads the combo of SEO and sem is the foundation to hundreds of thousands if not millions of businesses with a massive looming change to search the reason there are so many small businesses around especially in America but around the world that are called AAA dry cleanings or AAA this is because you would show up first in the Yellow Pages cuz it was alphabetical and so in the 60s 7s and 80s everybody started changing their names to AAA insect propeller and triple like that is literally the reason that AAA is one of the most famous names of a business around the world and then obviously search I mean search changed my family business I bought the word wine for 5 cents the word wine not even a long tail wine for 5 cents uh the day it came out went to 10 cents pretty fast as a floor on Google in the first 6 months but search built by dad's business that was fun yeah it was super fun I you know it's funny we started this like three or four years ago like it's hard to get deep cuz I came for the first six seven years and consumed a lot of this I'm like okay but like can we go to 2011 or 301 and like this was fun like this is yeah this gets in it this is Scott Harrison from charity water let's clap it up for this man almost 20 years ago in a bar in Manhattan where we got to know each other and he said something very nice to me at the end of the dinner Gary I've got a good read on you you're a good guy you're going to go out and build for yourself and you're going to make some money and then I really believe and this is him literally 20 years ago saying I believe you'll give a lot of that money away and try to change the world in a

### Segment 2 (05:00 - 10:00) [5:00]

good way and then he said words I will never forget as I stand here tonight he goes why not start now there are 700 million people in the world that don't have access to clean water almost 10% of our Earth and so I've been very honored to be part of the journey being a well member Vayner X our company is donating $10 million over the next 10 years say it again for the people of the yo weird boat we're given 10 million over 10 years so your book why now a combination of a couple things one both from creators and from Brands where I live in both of those worlds I could feel the tension this whole movement that I talk about in the book about the tiktock ification of social media yeah you could feel like from the incumbents of Creator land they can feel it's harder to get views and the big brands are feeling that brand is starting to actually be built in Social in a way that makes them uncomfortable it's less television it's more social and I always write when I'm uh when I feel like I can provide something and so it felt like the confusion of the current moment we're in with social was an opportunity to help people okay what do you want people's one takeway to be they get one thing away from the book what would that be that organic social media creative is disproportionately underestimated by almost everybody on Earth and that there's a substantial strategy and skill set to be good at it not happy Tuesday or a photo three of us can yay like it's it's not spray and prey it's not throw against the wall and see what sticks it's not matching luggage to your campaign it is the punchline I think by far the best part of can is reconnecting with friends and making new friends I think the best part of this industry is the people and I think the one takeway is this industry continues to disrespect social media creative at a level that makes no sense when you think about actual business and I think it overvalues the medium of television and undervalues the medium of social media and that would be the one thing that I would want for people because the second they make that shift their actual business goes up which uh eliminates the cynicism of marketing awesome thank you so much Willam start the conversation with is I'm Nicole Paro the CMO at tub and I'm with Gary vaynerchuck the CEO of aner X bestselling author this man makes a lot of bets and has a vision for where things are going before they actually start to happen the distribution of creative is changing and this is always been the thing that I've been most fascinated by which is why do we hold on to yesterday in the face of today's truth you know how could you possibly not understand the relationship between social and streaming really for the business people in the room it's very clear that the way we're going to advertise on streaming service looks a lot more like social what people don't understand is it's eventually going to be all of your turns vayer media we've come and disrupted the industry heavily well guess what because we make more quality creative at scale for so social I don't know if you heard but AI creative is a problem for me like nobody's safe technology doesn't give a [ __ ] about your feelings and so I think to answer the question when will it change it only changes in pain and uh I think a lot of that is on the horizon cu the advancements of Technology that's what it does so I think for all of you especially for your own career you need to think about what's the commoditization of you see you nice to meet you hey how are you we all like film students I love it what's up like what's your advice yeah we're kind of coming into the new world right make sh yeah you you have no barriers just like I was talking about how the world changed make [ __ ] and put it out don't talk about it don't resume it make the people that make have it come to that you got it yeah like whatever ever you want whatever your

### Segment 3 (10:00 - 15:00) [10:00]

goals are if you make stuff and put it out if it does well it will come to you is everyone excited about the Olympic torch that's what all that cheering was yeah I thought it was that really good point I made about Creator Arbitrage Patrick I'm really excited for you to read this the argument I make here is that organic social because of how strong the algorithms are an incredible indicator to mitigating creative risk which then can lead to a better measurement opportunity for sales and brand you I think you'll get it I'm jealous to see thanks for coming one more up one more y for joining I'm Gary vaynerchuk chairman of Vayner x a lot of familiar faces and friends I just want to thank you I know there's a lot going on this week and uh we really genuinely appreciate you us joining us for lunch uh I thought it would be a nice opportunity for all of us to hear the incredible wisdom from this man and I think uh where he's taking it is a real worthwhile conversation especially in a very chaotic week uh so without the further Ado uh let's give a huge round of applause for this Legend right here to the El so for 20 years I've been obsessed with leadership and wellbe and so what we look at is measurable ways to see corporate wellbe joyful place automatically translates into Happy customers investors which is a happy business so that's the basis but corporate wellbeing is also about leadership but if the leader ignores an employee or part of his team and the rate of disengagement is about 45% but if you notice a single strength the rate of disengagement Falls to less than 1% in the US we lose $300 billion from disengaged and actively disengaged employees actively disengaged means they are unhappy if you have somebody who's happy uh and noticed for their strengths then um that's a good story and people don't buy products they don't buy Services they buy a story the best companies in the world are inspiring stories this kind of think very helpful to me I agree I was watching you while he was talking no no definitely I'm paying I'm coming with a whole different approach yeah I think I think it's I sit you have to change your perspective you can't change how you're going to interact with people if you have the feeling you think they're going to listen cuz they're scared it's not how people work that's how what people want SCH they want positive reinforcement what you have to work on is not being fake positive it's being real positive your uncle was right in front of you Marketing Executives and entertainment figures are gathering in can this week for the annual can lions Festival this year industry figures are highlighting the human element and creativity in advertising as the sector faces pressure from AI well you can see she's parked her boat she's on the key and she's got a guest with her now Tanya Brier joins us now Steve thank you so much yes I wish I could say it's my boat it's actually my guest boat Gary bayuk thank you so much for having me on your boat to here this morning Gary of course AI is a big theme how it's disrupting the advertising landscape our Market is fearful do you think I think humans are fearful you know when new technology comes along we're scared um when electricity was invented people said that there were demons in it and most people didn't put it in their home yet and I all the modern technology social networks computers cell phones people were comfortable with their Blackberry before the iPhone and so yeah I think there's reservations obviously an advertising industry like ET aan is not as deeply technically sound as let's say Silicon Valley so there's a lot of misunderstanding and look it's also a massive technology where there's still a lot to figure out so yeah I think fear is probably 90% of it and then the 10% that are optimistic and on the offense they tend to be the ones that win it's amazing thank you so much for the

### Segment 4 (15:00 - 18:00) [15:00]

faul as ever amazing gorgeous just it really is actually it's really amazing I know incredible all right we're continuing with marketing for the now Michelle why don't you tell everybody who you are and what you do sure hello my name is Michelle Aragon I lead brand marketing and strategy at Spectrum reach which is the advertising sales division of Charter Communications it's funny like as a company video we want to do more vide don't even get me started you just said something that has been do you know that it drives me crazy that The Social Network apps themselves stink at Social Media Marketing it is it I can't I'm I love you so much because that triggered something I haven't thought about in a little while it drives me crazy Facebook's Facebook account triggered snaps snap Spotlight account X's X account even within their own damn platform they're not doing best practices nice thank you Gary thank you so much for letting you do this happy to do it thank you for switching us from a public beach to a private it's awesome that's Mother Nature yeah I was hyped for the uh beach Amazon Prime and Amazon is a monster that is going to unleash on the world that's going to be gnarly you're going to watch shows and everything's going to be shoppable in 5 to 7 years as the tech stack gets done and it's consumer Behavior you're going to literally be watching Emily in Paris and you can pause the screen and buy her hat on Amazon in two seconds it's going to be no friction I'm going to be watching the Jets on Amazon Prime and when a player a new rookie makes a great play and I'm going to buy his jersey on the spot it's going to be frictionless you have to have really crazy technology to know which brand this is that's coming and you know how subtle it is this could be any [ __ ] brand and for the technology to know no by the stitching like you know how insane that is that they're going to be able to map that and somebody can buy those green pants in the middle of this podcast it's [ __ ] profound great knowled well you know it's funny that's somebody just said something to me uh the COO of LinkedIn the number two at LinkedIn was in line we've interacted but I have not I don't really know we're in line to that event he goes you know what I appreciate about you I'm like tell me he goes um he goes I've always in my whole career appreciated people that can take complicated things and break them down and make them understandable he goes that is your gift and I believe that too the fact that now at 48 years old there is a substantial amount of human beings that walk around the earth that are asked what's it really like to work for Gary or what's he really like and that I know that 93. 7 % of them have incredibly good things to say and that is by far my biggest accomplished professional been suck in a bed for days I've been staring at the telephone cuz when you're I miss the face here I know we been way too but I'm coming it will make it through I'm here for you you're not