# #AskGaryVee Episode 173: Book marketing, Snapchat Growth, and Tipping Points in History ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=zbRVsp1bXQI - **Дата:** 09.01.2016 - **Длительность:** 17:21 - **Просмотры:** 47,028 - **Источник:** https://ekstraktznaniy.ru/video/19420 ## Описание Have you seen DailyVee 003? DailyVee 003 | SNAPPING MY WAY THROUGH VEGAS https://www.youtube.com/watch?v=W5YlNCwyDr8 04:41 - How important do you think young people are to brands? Both in HR and consumers? 07:47 - How on earth do you measure your progress on snapchat? 08:16 -How do you tell your Manager that they overstep boundaries? (ie 9pm phone calls & micromanaging). Asking for a friend. 11:01 - Do you think there is a tipping point for Washington wines? 15:11 - I'm 13 and writing a non-fiction book, where do I start with marketing it? -- Gary Vaynerchuk builds businesses. Fresh out of college he took his family wine business and grew it from a $3M to a $60M business in just five years. Now he runs VaynerMedia, one of the world's hottest digital agencies. Along the way he became a prolific angel investor and venture capitalist, investing in companies like Facebook, Twitter, Tumblr, Uber, and Birchbox before eventually co-founding VaynerRSE, a $25M angel fund. The #AskGaryVee ## Транскрипт ### How important do you think young people are to brands? Both in HR and consumers? [4:41] Long time. Connor asks, "Gary, how important do you think young people are to brands, both in HR and consumers? " I got into it with Connor a little bit on social media. He's awesome though. He's always and I understand where he's coming from. Um, look, I think young people are massively important. I think it's been very obvious if you look at the four or five social I would say Facebook and Snapchat for sure. Twitter different. Twitter was more te it wasn't young. It never actually was young. It was very techy. Tumblr. Facebook, Tumblr and Snapchat. Three of what I would say are the five winners. The other two being Instagram and Twitter. Twitter more techy nerdy community than media. Instagram, more photo, different kind like a lot of different people came together. But if you look at the five social networks that have popped in the last half decade, the big billion dollar kind of players, three of them were built by the young generations thing. I actually am and this is India in my mind. So I'm glad you're here. I want to write a piece around the Facebook and Snapchat generations because I think they're the only two. That's when different languages were created, right? created. I think there's, you know, I think Instagram was an iteration. I don't think there was a Twitter generation. There's a Facebook generation and now there's a Snap generation. Guys, there's not a single kid on campus in America that isn't 90% 70% 80% Snapchat with some complimentary Instagram and then there's nothing else. So, that's what's going on. I'm excited about uh young people's impacts on brands. Uh first, I'm kind of ranting about what him and I were talking about to set up for everybody for context. We're more talking about the Snapchat kind of thing. Uh, as far as brands, it depends on the brand. If you're going to market and sell to 17 to 30 year olds, I think 12 to 20 year olds are very important for that brand. I think people age down to what's cool. Um, and so I think that's where they become uh important. I think if you're selling, if you're building and selling a brand, I don't think a shampoo targeting moms should or is impacted by the young generation. So, I think if your product is positioned to sell 18 to 30, that 13 to 22 is a bigger and more important thing than I think people realize that if I was trying to sell to 18 to 30, I wouldn't start by marketing to 18 to 30. I would start marketing probably 16 to 22. 13 might be a hair young. So, I think they have a huge impact. And I think brands and definitely social networks and bands have a lot of similar DNA that way. Did you get Were you a little rusty there? I'm No, I'm Were you thinking? I have a cold. I'm not emotional. I like how you're establishing that you don't give a [ __ ] about Steve leaving. Was that what that was? He's not going. He's in the building. But he's going to be on the 12th floor. And if you know anything about Vayner right now, that's like Antarctica. Like India, how many times have you been on the 12th floor last year? Yeah. Well, like definitely less than 10. Right. So yeah. So, see us, Steve. She's gonna help me move my desk, though. Cool. All right, let's go. India ### How on earth do you measure your progress on snapchat? [7:47] from Abdul. Abdul asks, "Gary, how on earth do you measure your progress on Snapchat? " Uh, Abdul, that's very easy. It's called, "How many views are you getting on your stories? " Uh, a week ago I was getting 3,000 views. Now I'm getting 20,000 views. I'm making progress. You did. Okay. Making progress, Abdul. We're making progress, Abdul. Let's go. ### How do you tell your Manager that they overstep boundaries? (ie 9pm phone calls & micromanaging). Asking for a friend. [8:16] From Nikki. Nikki. Nikki asks, "Gary, how do you tell your manager that they overset boundaries? For example, 9:00 p. m. phone calls and micromanaging, asking for a friend. Yeah, a friend. Uh, Nikki, I look, I don't know. I think a lot has to do with you. One of the great things that I value in Steve is Steve Andrew, you know, a lot of the people here, but Steve, Steve was never ever afraid to kind of give his point of view. I think at times just even scratching his own itch when the point of view made no sense. But but him and I created a great cadence where and this is something I try to do with everybody. And the truth is of the 600, maybe 50 feel that comfort zone to be able to say to me like, "Hey, you're wrong or I don't agree or this and that. " It's up to the manager and the CEO and the leader to create a comfort zone to create that kind of conversation. The truth is if this boss hasn't, which most don't and I do recognize that. Um then you just got to either roll the dice uh and hope it goes well. I think you've got if you're going to go to a boss and you're going to say, "Hey, you stink. " I do think coming with honey before you come with vinegar really matters. I really think the first taste of a conversation is quite remarkably important. I do think first impressions matter. I think first impressions in a micro level, a conversation matter. I often hedge and I think you guys have all been on the receiving end of this or maybe not everybody, but like if I'm delivering bad news or like I want a little tweak, it's usually going to start with I love you butt or like you're really crushing this. It's coming at the expense of like I think it's important and I think you've got to say look I have empathy for you're managing a lot of things and they may not be. You might be the only person, but anything you could do to acknowledge that you have empathy to their situation. A lot of times this is the case. I mean, this is a big common thing. Hey, manager Stefan, like I know that you have tough managers above you that are probably forcing a lot of your uh, you know, actions, but I'm being affected by it. How do we like this is a problem? So, look, the only thing that solves conflict is communication. It just is like and so either you get and honestly this is a very weird thing to say. I would also in parallel if it's killing you, if you're super unhappy, if you wake up every morning dreading going to work, I would in parallel start creating some options for yourself whether you want to jump into entrepreneur land or work somewhere else. Just something that if it goes completely terrible like you know the boss is like [ __ ] you and a week later you're fired that you have some hedge because I don't want to give advice here and like I'm getting emails in a month of like you got me fired. So like you know give that some thought as well but it there is only one answer. I've given you some context for it. I could have made it nice and short. It's communication. You're just gonna have to talk to the person about it. There's ### Do you think there is a tipping point for Washington wines? [11:01] just nothing else. Thanks, India. Drew. Drew. You know what I like? I like that I said on Snapchat like send in your uh questions and I'm not using any of them. I like just like completely was disrespectful. It was funny. I started watching them on video and I just started like oh crap. I really can't I don't have any app right now to download these as a video for like so Drock I need to find out a video download like one of those saving download apps on Snapchat or like one of the hack apps so I can start downloading video questions and sending to you guys four shows. Okay. Oh Drew Bledsoe I won this bet. You did? Yeah. I need wine. Drew go. Yeah. Okay. Hey Gary Vee. Drew Bledsoe coming to you from uh Whitefish Montana. Got two things for you. Number one is a little wager. Uh my Patriots are taking on your Jets today. And I'll bet you a magnum of double back versus a bottle of your choosing that my Patriots, even with just my old backup quarterback playing, can take down Ryan Fitzpatrick and his beard. Uh next question for you. Do you think there's a tipping point for Washington wines where the general population will realize what the wine world knows and that is that you can get better value, better wine from Washington uh than you can from Napa? Go Patriots. See you. A lot of fun. Drew, I'll let that play through. Uh so what? Now the video can even pop up while I'm on or that can happen. It can't click out. Good. So Drew, listen. First of all, thank you for allowing me to win that bet. I expect to get that wine. India, can you work with Deo to make sure I get that wine? I'm gonna drink it on this show, Drew, to give you one more shout out because I think you make wonderful wine. Uh, you can go back to 200 when I show six, like 2008, 910. I've been a long huge advocate of Washington State Stunwin is uh is got a lot of ties to that world. You know, Drew, I think much like things in business, and I'm going to tie this into a business environment. Hello, Mike. Uh, I think that what will tip Washington state wines are the same things that tipped, let's use it into the talk of now. It took Ashton Kutcher going on Twitter and challenging CNN to see who'd be the first person to a million followers to tip Twitter mainstream. I believe what DJ Khaled did over November, December, tipped it because I was affected by I'm like, "Oh, great. if he's the biggest meme and he's doing stuff that's in my genre and the data that I've been seeing for the last six months that Snapchat's aging up I this is what it tastes like this is the mainstream time and I go and I'm sure anybody who's watching marketing as I've gone 10,000 marketers have gone and it just and then they've got groups under them and so there's tipping points Khaled for Snapchat to go mainstream even though we've been yelling about its importance for two years but even I my actions have been affected by that bless you India Ashton Twitter and Washington state much like the tasting in California where the California wines in 78 beat the French wines and there was one writer from Time magazine or I don't remember exactly what it was that covered it and everybody in America knew there'll be a Washington state wine that comes along that's 20 bucks 15 bucks 80 bucks it'll do something President Obama could have had a Washington state wine and everybody raved about it I know he did but like but not just I mean Ronald Reagan put Gunlock Bunchu a California wine on table but it didn't become a cultural phenomenon like the next president could do it and for some reason happens more likely the a Kardashian could fall in love with a Washington state wine and that becomes it. Um, there's just a million things and, you know, that they can come in many different directions, but it's going to take a pop culture moment, Drew, for it to cross over, something that everybody knows about. Kind of like rosé in the wine world last three or four years. It just started happening. Um, so it's going to take something like that, something out of left field that we probably can't think of, just like it happens. I don't think anybody was thinking that a 15-year DJ in hiphop was going to be the person that kind of started uh changing the direction of a platform that already had 125 million active monthly users. It's not a small thing. Same thing with Washington State. They've been making great wines for 20 years, but it takes a pop culture meme thing to ### I'm 13 and writing a non-fiction book, where do I start with marketing it? [15:11] get it going. Angelo asks, "Gary, I'm 13 and writing a non-fiction book. Where do I start with marketing it? " Wattad is something I'm very obsessed with. A lot of 13 to 20 year olds on there reading females. It depends on what demo you're going after. I'm just making, you know, I just know that WPAD has a 13 to 20-year-old female demo. You're 13. I'm making probably stupid assumptions. You might be writing a book for 50-year-olds. I don't know. But um Medium, I would start putting out uh pieces of content on Medium. Uh here's something I would do immediately. If and when, and it seems like the smoke is there, Twitter eliminates the 140 character limit and goes to 10,000 characters, I my friend would write right now a 5 to7,000 I don't know how character execution of one of the chapters of the book and literally the second you hear that it's real, you like I would have like Twitter's blog um push notification to your phone. As soon as it comes, write that piece, post it like Ctrl +V cuz you're ready. And then I would take the link to that tweet and I would hit up and right hook every single tech writer in the game and say, "Hey, I just wrote a piece. " Because maybe your piece would be the example they use when they announce to the world that Twitter has gone to the length. As a matter of fact, India, I want an exactly 10,000 character piece of content post ready for that moment. I want you to set the like I want me to set everybody to set the push notification for it and I'm going to have it up immediately. And then I want the comm's team to hit up every single tech reporter about my first post at 10,000 characters. Awesome. This was a You know what? I was very like I was very businessy the last week. I felt sharp as [ __ ] What episode is this? 173. I want a t-shirt. 17. Just wanted to say 173. The sharpest. That's it. Question of the day. Are you tired of me talking about Snapchat yet? You keep asking questions. I'll keep answering them.