# BUSINESS MARKETING | DailyVee 228 ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=mTY6Rzx3JxI - **Дата:** 16.05.2017 - **Длительность:** 12:27 - **Просмотры:** 55,846 - **Источник:** https://ekstraktznaniy.ru/video/18839 ## Описание I'M AT AN OFFSITE WITH VAYNERMEDIA'S CREATIVE DEPARTMENT STRATEGIZING ON THE CREATIVE OUR ADVERTISING AGENCY WILL MAKE IN ORDER TO MARKET AND SELL IN 2017, 2018 AND BEYOND watch my all of journey as an entrepreneur HERE: https://www.youtube.com/playlist?list=PLfA33-E9P7FA-A72QKBw3noWuQbaVXqSD 🎵 "Should've Called Prt 2" by Jimi Tents: http://www.soundcloud.com/jimitents 💿 : DailyVee Selects:https://soundcloud.com/garyvee/sets/dailyvee-selects-vol-3 -- Thank you for watching this video. I hope that you keep up with the daily videos I post on the channel, subscribe, and share your learnings with those that need to hear it. Your comments are my oxygen, so please take a second and say ‘Hey’ ;). -- ► Subscribe to My Channel Here http://www.youtube.com/subscription_center?add_user=GaryVaynerchuk -- Gary Vaynerchuk is a serial entrepreneur and the CEO and founder of VaynerMedia, a full-service digital agency servicing Fortune 500 clients across the company’s 5 locations. Gary is also a pro ## Транскрипт ### Segment 1 (00:00 - 05:00) [] - This is the agency that is gonna teach the next generation how to do the new form of creative. It's cool. ("Unstoppable" by This Is Wolff) ("Should've Called PRT 2" by Jimi Tents) Good afternoon. Couple weeks ago or a month ago I thought it would be good idea to get a lot of the creative leaders in the company together. But what I want to accomplish here through the four or five hours of discussion is actually just to get us collectively hearing the discussion. I want to basically have conversations of things that I'm seeing a lot. A lot of what I think 2017 has been about at VaynerMedia was somewhere around September and October of last year it just became obvious to me that the organization had become too far away from what I thought needed to be done in output of work and cultural in many different facets and I think collectively a series of events whether it's the reorg or different things or when I spoke at the end of the year last year and made it a very short end of the year talk about we're to be the best Facebook commercial, that whole thing. A lot of my energy is in that direction. I want to continue it to be in that direction so to this collective today is not to talk about structure or job titles or responsibilities, I want to talk about the work. I want to spend the entire time here talking about the work, what does the work look like to you, and I really want people to participate. You know will get into jams of like good or interesting or opportunities or other things you've seen but ultimately what I want to do is have the discussion be the output of today and then I'll take it back to the lab and decide if there's things that I want to do or don't do but I think it's good to be very healthy for a lot of people to hear other people's points of view or thoughts or dreams or aspirations of what we do here. And I really want to set the tone on a couple of the pillars and where were going to go so why don't we go around and say hello. Let's go counterclockwise 'cause I think that's funny. Juliet 'cause you're looking in your bag why don't you start. ("Should've Called PRT 2" by Jimi Tents) I want to make sure that we walk around with the audacity that we should have, not worrying about being treated like the below the line, afterthought, (censored) always sets the tone and I don't care. Now, that's easy for me 'cause I'm playing the long game, right? But I'd like to empower and please, figure out what you need to not care as well. When I feel those vibes, especially from another agency, I laugh at it. You have to understand once the television commercial marketplace collapses, the entire above the line traditional agency world goes through massive disruption no different than bookstores and limousine services had to when their markets collapsed because of innovation. And so this is a very important time for us 'cause here's why, we have to, at all costs, become the organization that is most known for making the modern-day mobile commercial whether that is in Facebook where I've been sending a lot of the energy or for a lot of brands here that are targeting 30 and under, I've become increasingly fascinated with the interstitial Snapchat ad that allows you to swipe up and then watch a three, four, five, six minute video and if you look at the macro data of the depth of consumption in that platform on long form video once swiped up, it's scary. So to me, I'd like to put in the bucket of long form mobile video. You know, I think one thing that people are not spending enough time on is everybody's lazy, right? Everybody's lazy. Everybody lazily reads headlines that and thinks that you been in every one of you been in a meeting in the last six months when talking about video for the mobile device, people think it needs to be short. That it need to be 15 or 30 seconds, right? First of all, this whole notion of 15, 30 and 60 is ludicrous. It is completely format based on how television eventually formed itself and the thought that we should ever even be thinking about that in this new environment is ludicrous. I want to make sure we know that. Number two, get yourself educated, get to the analytics team, go read. ### Segment 2 (05:00 - 10:00) [5:00] Long form video works on mobile devices and I want you to push back when you're in a room and they go that is to be a 10 second video or a 15 second video. Like, two, three, four, five minute videos work. They just have to be good. Today we're in a weird little limbo that I would say we're 20% all the way through, right? And tomorrow we're gonna be on the right side of this equation. And so, I just think the advertising world that we all grew up with or we're passionate about is unbelievably on its last breath and I'll tell you why. It doesn't just start and end with traditional. I would tell you that I believe that almost the far majority the of digital advertising is straight garbage. So I look at print and outdoors modern version as a Facebook picture. I love the idea we went (censored) we would live in a (censored). We want an opportunity with (censored). If we won the social AOR (censored), if we did, if we got it now we're taking over, the first three months, two months if our pictures on there are with purpose to get to creative insights both quant and qual, I love the idea that our video work starts at month three because we did work to get us insights not just relied on our insights team or a brief and the way we interpret it. We actually used quant, reason my content works so well is I respond to the content and then make more content. And so it's an inexpensive way for us not to waste the clients' money for the first two months, (censored) you put a bunch of stuff, you see what actually works that's then along with the insights team, the pillars in where we create the four videos. ("Should've Called PRT 2" by Jimi Tents) We are a winning digital creative shop. This is about winning it all. This is not a conversation. Like, please nobody leave here with like whoa is me. You know how bad it is out there? Like we're winning. It's just we're not gonna win the game that's coming and that's my responsibility, right? That's ultimately my responsibility. So that's what I'm really focused on here. We're winning because guess what, every agency only cares about the subjective call of this and not respecting the context of the platforms and working off of the digital asset interpretation of the 30 second spot and mailing it in and just doing it for programmatic media that nobody sees that all. There's no shop that is devoted to being a disproportionately talented video creative shop in a Facebook environment pot committed. That's what I want us to be. This is the agency that is gonna teach the next generation how to do the new form of creative. It's cool. ("Should've Called PRT 2" by Jimi Tents) You want to be successful? You Google things, you Google things like how to make a Facebook video go viral with the first three seconds or what's good in the first five seconds. Get smart. The first article ever written about me in my career was in the Star Ledger in New Jersey. New Jersey's state paper and it was titled, "Grape Expectations". (group laughter) And it was written about this 25-year-old kid who launched a website and has now built one of the biggest liquor stores in the country right here in Springfield, New Jersey and there's a very long quote from me in the article. You can probably Google this. And fuck man, I can't believe how fun this is about the say. In it they interview me and they go, "What's the secret of Wine Library? " And I go, "One of the three most successful wholesalers, "these are people you buy your wine from who's the legendary "guy, who's the smart guy of the three. " You know, one of them was family inherited, the other one supposedly lucky-ish but I don't believe in that but this was the smart one. This was the guy that really was thoughtful and was smart. In it my quote is, one of them sat down with me at dinner the first year I started running Wine Library. I started making some changes and he sat me down, he asked me for dinner and this was supposed to be a big deal. It was an honor for me to have this dinner with this legendary wholesaler. And halfway through the dinner he says to me, "Gary, running a successful wine shop takes three things: "price, selection and service and what you, "young man, have to figure out this year is which two of those "three you're gonna focus on to build a successful business. " This is me telling the story and then I say and in that moment is a 22-year-old kid I said in my head this guy's a fucking ### Segment 3 (10:00 - 12:00) [10:00] asshole and I'm a do three out of three. ("Should've Called PRT 2" by Jimi Tents) The brand team sits down and they go oh, we've got a tough budget year. It's gonna be a tough year, we have no money. And they said they had $2 million and it seemed like a fortune. We are absolutely in a fucking bubble, my friends. I'm just gonna remind you, there's two young women, they're in Savannah, and they're gonna fucking kill you. You know why? They can do a lot of shit with (censored) and we don't think we can. Please help me change that culture. (group applause) You know what's fun about that? Somebody just said it to me, we're all on the same page now. Like meaning make the fucking videos we want to make, be smart, work with each other. It's just great to get that, getting us all grounded. - [Man] I was just gonna say allowing for a platform where people could talk that enabled you to hone in on that. - Uh-huh. Big, right? - [Man] Yeah. - Like doing the work in real time in front of everybody. - [Man] Exactly. - [Man 2] With real world examples. I think that was the most powerful stuff there that I got. Literally taking exact examples and going, well here, I'd tweak that, I'd tweak that. That's bullshit, who cares? And then just the dialog that surrounds that. I think that at least for me, specific examples of it. Got it, now I can extrapolate that. We can take that in a 100 different directions. - [Gary] People don't get it and it's not your fault they're not getting it. It's that I have to figure out more and different and intriguing ways to articulate it. - [Man 3] Yeah. - And this was one of them. And maybe this was the one that got, you know? - [Gary] You chip away. - I think it probably was for a lot of people. - [Gary] I think so too. I mean I think, look, just getting everybody aligned on things at a moment in time so all the different fractions can't speak to the way it used to be, the way it's gonna be, the way we interpret it, that was pretty crystal clear. Honestly, if I just leave with everybody making videos in those six formats or genres like to the best of their fucking ability that will be a game changer for us. It will work. ("Should've Called PRT 2" by Jimi Tents)