# PCBC Keynote: Gary Vaynerchuk | 2012

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=WPK3hvTr8PU
- **Дата:** 14.12.2015
- **Длительность:** 1:12:14
- **Просмотры:** 4,894

## Описание

--
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 Show is Gary's way of providing as much value value as possible by taking your questions about social media, entrepreneurship, startups, and family businesses and giving you his answers based on a lifetime of building successful, multi-million dollar companies.

Gary is also a prolific public speaker, delivering keynotes at events like Le Web, and SXSW, which you can watch right here on this channel.

Find Gary here:

Website: http://garyvaynerchuk.com
Wine Library: http://winelibrary.com
Facebook: http://facebook.com/gary
Twitter: http://twitter.com/garyvee
Instagram: http://instagram.com/garyvee
Medium: http://medium.com/@garyvee

## Содержание

### [0:00](https://www.youtube.com/watch?v=WPK3hvTr8PU) Segment 1 (00:00 - 05:00)

thank you so much for being here uh the intro uh but I want to kind of figure out where I want to take this talk and I'm gonna actually assume a lot of you have no idea who I am so just real quick uh out of this audience how many of you know exactly who I am and my Spiel raise your hand that hurts [ __ ] that was a tough way to start a keynote I actually pretty much assume that which made this a lot of fun for me I get to speak in a lot of different kind of places but when I get an audience where I know most people don't know who I am it allows me to set it up and a little bit of the Thunder was taken off uh by the intro which I appreciate but it is true I only love social media for one reason because it sells stuff you know my context and knowing who you guys are in this room I have no interest in technology I'm not excited about gadgets or trinkets um to me my backstory will give you context on who I am why it's important how I built businesses with traditional media and a lot of things that I think you guys are spending your dollars on and why that was relevant in 1998 when I was doing it but far less relevant today and where these things are going and I'll take it up here and then we'll try to take it down here my backstory is pretty simple I have a very uh immigrant background I was born in bellus which is in the former Soviet Union I came to the US when I was three years old and we immigrated here it was actually quite a u tough time it was the late 70s uh my dad was actually a builder in the Soviet Union and he came here and his great uncle was a big contractor owned a lot of property in Edison New Jersey and other parts of New York and New Jersey and that's where he was going to work some of you since you've probably been in this business for a little while do remember the late 70s wasn't the greatest time kind of similar to what we just went through and since there was no work one of the odd jobs that my dad got was working in a liquor store in Clark New Jersey while we lived in Queens New York I still bust my dad's chops because he was getting paid three bucks an hour and I think it cost him more on gas to get there than he was actually making um I lived in a studio apartment with nine family members which was ridiculously difficult because one of them was my insane great-grandmother so it was kind of one of those scenes we finally got a little bit of an opportunity My dad became the manager of the store and we moved to New Jersey and that's kind of where my entrepreneurial career began when I was 5 years old I had a lemonade stand chain eight locations um I put all my friends to work which was tremendous um with Facebook everybody coming back and like crying about that do you guys remember big wheels do you remember those little those right I used to ride my big wheels around Edison New Jersey to pick up my cash from my friends in their post like I was little Tony Soprano or something so it was good that was good little business made a couple hundred bucks um in a couple Summers and so that was great and then when I was 12 I really kind of took off I started a baseball card business where I was making $2 to $3,000 a weekend selling baseball cards in the malls of New Jersey uh which was a great business I don't know about you guys but when you have $25,000 in cash under your bed and you're 13 years old and you're not selling weed you're doing a good job so I was proud of myself it was great I thought I was going to open up you know 8,000 baseball card stores and be the McDonald's and baseball cards and that was going to be my life and I was pumped and that was it and that's where I was going and then one faithful day my dad ruined my life I was getting ready for the biggest card show of the year it was at the Ron Expo Center in New Jersey I was super pumped paid my, for the table got ready all week super pumped ready go and my dad walks in and says you're coming to work at the store uh first generation oldest son Saturday I don't know how many of you have Soviet fathers but I lost the argument between me going to the card Show versus working at the store so I did what you know what I did back then I started crying and being very upset cried the whole way we lived 40 minutes away from the store and I literally cried the whole way until about 3 minutes before I was thinking about the Thousand doar I lost all the fun I was going to have now I'm going to work at the store I don't care I don't want to I composed myself and asked my dad how much he's going to pay me and he says two bucks an hour and then I really started [ __ ] crying and so that was bad and for the next two years of my life no joke from 14 to 16 years old I spent every single weekend and every holiday and every summer day I mean the bell rang of the last day of school and the next day I was at the store until the bell rang of the first day every day I worked at my dad's store for two bucks an hour being in the basement of the store for 12 hours day bagging ice that's what I did and so as you can imagine that sucked [ __ ] and uh I hated it and then finally when I was 16 I was allowed to come upstairs which was amazing and I was allowed to finally dust shelves and do this and then halfway through and I

### [5:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=300s) Segment 2 (05:00 - 10:00)

wasn't your atypical teenager I actually didn't give a crap about beer or liquor I wasn't interested in like stealing a six-pack and bringing it home it just there was nothing interesting about it for me so I really hated it I went from making three or4 thousand a weekend selling what I loved and being the boss and hanging out with my friends and girls at the malls of Jersey to making 20 bucks a day bagging ice it was devastating it was a dark period in my life I really don't want to talk about it anymore then when I was finally allowed to be upstairs a very interesting thing happened I was packing some shelves and I noticed that 20 to 30 people in a row on this Saturday came in and asked for the same thing that we had sold out of in the prior week I learned which was the cus Cabernet special select 1990 it was just named the wine of the Year by the wine spectator and everybody was asking for it we had sold out and we had a small parking lot in a slicker store so we were always worried about moving people quickly and I was thinking man all these people are coming in they're asking for the wine and they're leaving it didn't seem like a smart business move so I said the next person that walks in I'm going to take a back order we don't have a back order system but I don't care cuz I'm going to school on Monday and I won't have to deal with it anyway so the next person comes in do you have the cus cab I go no sir but actually I'll take a back order we'll try to get it for you your name address he said I said how many bottles would you like he said I'll take six cases I said oh [ __ ] an alcoholic I go six cases he said yeah I said are you having a huge party he said no I collect wine and I was it you know how you hear a song or you smell a scent and you can literally think of a moment as I'm telling you this right now I don't know if you guys can zoom in Goosebumps I literally remember that moment because it changed my life I so desperately wanted to help the family business mainly because I thought I was a much better businessman than my dad but I didn't want to because I wasn't interested in it I wasn't passionate about selling absolute vodka or Budweiser but this wine thing was kind of interesting it changed every year so it relied more on marketing people didn't know anything about it so I could storytelling all these things that were kind of interesting to me as a marketer and so knowing that people collected wine spoke to me and I literally stood in the store and said huh Wayne Gretzky Frank Thomas Barry Bonds Silver Oak cus Opus One same [ __ ] I can do this and so I took all my passion of learning about sports and put it into wine and at 16 years old I decided I was going to open up 800 liquor stores wine shops actually and become the biggest wine retailer in the world and it's all I wanted to know the amount of knowledge I had at 17 years old about wine should be illegal it was a completely insane thing I went all in science class and an English class in high school I wasn't listening I was reading the wine spectator I just went completely all in 1998 I took over operations for my family's liquor store business Shoppers Discount Liquors I rebranded it to Wine Library and launched wine library. com actually in 1997 the year earlier from 1998 to 2003 this is where it gets relevant for you guys from 1998 to 2003 I grew the family business from A3 to a $60 million business I did that even though my Wikipedia and Legend now has it that I did it with social media I did a lot of that on traditional marketing I did that by putting up Billboards on the highways in New Jersey if you ever flew into New York you might have saw big Wine Library Billboards I did it by buying full page ads in the Star Ledger and the New York Times I did it by buying full page ads in the wine spectator I did it with direct mail I did it with local TV commercials I marketed and I marketed and I ran a low margin and I didn't pay myself a lot of money and I built a big database business and that's great and that's interesting and cool and awesome but the main thing I did was I innovated in 1997 and 1998 when everybody was doing cataloges and sending it out to people to buy their wine or if they were really gnarly they faxed their customers remember that [ __ ] I was emailing when nobody even knew I mean the first people I asked for email in 1998 I would say sir do you have an email service I'll put you on my new email service where we email our best wines they're like yeah I think I do my email is AOL yahoo. com I mean people didn't even remember right it was that early and that Innovation spiked my business that became the foundation then I marketed then I converted my friends the reason I'm standing here today is because in 2006 while I was building this large business I recognized that YouTube had come out and it was interesting to me I thought wow I think people are actually going to watch this and I started wine show to educate the wine world and I did it for a couple reasons one I wanted to build brand Equity two there was something about wine that bothered me how many people in this room have friends or relatives that are really fairly into wine they really are into wine raise your hand I'm just curious for context okay about 90% of you so the 90% of you in this room know what I know which as soon as somebody gets a little bit of wine knowledge when you go out with them they become straight douchebags right oh you should smell

### [10:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=600s) Segment 3 (10:00 - 15:00)

that oh that's a wrong year you idiot [ __ ] you know anyway so I was pissed about that I'm not that kind of dude I knew a crapload about wine and I would thought it was time for people to actually talk to people about wine instead of talking down I mean people very confident people there's people in here with multi-million dollar businesses and when you're in a business meeting and somebody hands you the wine list you shudder I mean people are really were nervous about wine and things of that nature I thought that was insane nobody's scared about like which Burger you should order or how you should cook your meat but what wine you should pair with everybody kind of shuddered so I wanted to change that and I wanted to use technology and the way I marketed that show is the reason I'm standing here that show which we allocated no money to I didn't Market through the $330,000 full page ads and all the other things I did I marketed through what I saw a new way of marketing which was that the web was maturing guys let me say a couple things that you should know first of all there is no such thing as social media it's a word that we're using to categor Iz the internet itself right now we called it Web 2. 0 a couple years ago and we're going to call it something else in the future augmented web reality whatever we're going to call it it's the [ __ ] internet and so when you stand here and you say well I don't know what the ROI or I don't know if I believe in social media you're saying that you don't believe in the internet is the number one culture shift of all time forget the printing press forget everything else the internet is the biggest culture we are living through you are sitting here right now and are fortunate enough to be living in the early days because remember we haven't been on the web that long it's only been about 15 years since AOL spammed our actual mailboxes and sent us CDs to get us on it is not a long period of time as a matter of fact how many people in this room do not remember the world pre- internet raise your hand you do not remember the world and I don't mean you drank too much last night you can't remember I mean you're not you're 20 years old and you just do you do not remember raise your hand if you do not remember the world pre- internet not a single one of you this thing is there one how old is she 24 15 nine it's a [ __ ] up memory but I'll let you go okay one person here does not remember pre- interet and yet this is the biggest culture shift of our time I'm trying to get you to understand why you're spending marketing dollars if you are if you're making those decisions or you work on it on places with deteriorating Returns on the investment and not investing in where we're all clearly going it's only about one thing the reason I bought all that media and I spent tens of millions of dollars over a decade on media the reason we spend money on Media or you guys spend effort on whatever it is commission whatever you're doing all it's about is getting attention to tell your story about your project to convert and sell it this is a very simple game supply and demand attention conversion let's move on rinse and repeat right so all we really care about is attention yet the attention of the people that you're trying to sell these products to are shifting on you while you're worrying about well we have to be there because it's about branding it's tried and true you're comfortable with it this is a massive mistake and this is why people go out of business every day people are making decisions that Innovation is going to put them out of business this is the biggest culture shift of all time let me ask you guys a question let's make this real how many people here and don't lie lying is the devil half ass hand me I want full hands how many people here said the following thing three or four years ago maybe five maybe even two most likely you said it to yourself but you might had a conversation with your friend how many people here said the following do not lie how many people said I'm not getting a Facebook account Facebook is for kids or I'll never have one why would I ever go on Facebook don't lie if you ever thought or said that raise your hand don't lie tremendous about 80% of you at one point said that just curious of the people that said that how many of you are on Facebook right now don't lie raise your hand about 70% as a matter of fact about 70% of you said that you would not be on there and now you're on there because people love to draw lines in the sand they of what we're not going to do but then you do them the reason I will buy the New York Jets one day is all I think about is the things that you say you won't do that I know you will do and then I try to build businesses around that real quick because I kind of looked at the hand ratio how many people here are not on Facebook if you're not please just stand up for one second please stand up it's no big deal I actually I'm gonna I'm going to clap for you there's a okay there's hold on stay up please stay up Sir get back up guys let's clap it up for these 40 people to fight technology that's tremendous

### [15:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=900s) Segment 4 (15:00 - 20:00)

by the way guys when this talk is over your horse is outside to take you back to your hotel Jesus [ __ ] Christ 2012 no but I get it and I understand and actually I could care less about Facebook or anything like that I totally get it that was by the way just to put in context the room we're sitting in the most percentage of people I've ever seen in the hundred talks that I've ever given of people not on Facebook so that's kind of interesting insight for me let's clap it up for ourselves cuz that's pretty interesting how many people in this room said the following thing 15 years ago this one's going to hurt you're going to want to lie about it but please don't because lying is the devil how many people 15 years ago said I'm not getting a cell phone why would I want anybody to call me anytime they want I know a lot of you did this is an older crew don't [ __ ] with me raise your hand raise your hand about 30 of you just curious of the 30 of you how many of you do not have a cell phone raise your hand zero oh holy [ __ ] ma'am you do not have a cell phone because I feel the same way today I good for you what's your name out Lynn give me a hug you are amazing guys Lynn that's [ __ ] insane Lynn good for you wow we are living through the biggest culture shift of our time how many of you have children 12 to 18 years old or a niece or nephew or a grandchild that you're very close to raise your hand 12 to 18 remember this conversation three years ago Little Ricky I don't care how you talk to your friends but when your father calls you pick up the phone remember that I'm not texting you little [ __ ] remember that just curious how's that working out for you the reason you're texting is not because little Ricky or Sally were so smart they had technology on their side when Blockbuster they're bored 10 guys very smart 10 guys who created over a billion dollars worth of business in their careers collectively more by the way sat in a room seven years ago and said should we buy this Netflix thing for $20 million and they said no they [ __ ] up when the guy that bought 400 horses the day before Henry Ford created the car that guy lost innov doesn't care about you or me it's just going to continue to happen and unless you figure out how to use it will run you over you guys are looking to find the attention of the end consumer yet we continue to spend money on things that we don't and I listen I do it too I ran a direct mail campaign six months ago just to get a taste of what it used to be it's used to be such a huge component of how we built Wine Library and I want to get a taste how many of you hear Market in your companies with Direct Mail raise your hand just curious it's okay I do too there some hesitant hands how about newspapers raise your hand outdoor media magazines let's go to outdoor media because there's a lot of hands on that I'm a big fan of that I used to love putting my face on billboards I lived in Manhattan driving to Jersey to the store would wave by myself oh you look good hey I love that I love outdoor media when you leave this conference I want you to do good old Gary just one favor when you go home and you drive for the next time remember this talk this is the only thing I want you to remember and when you're driving I want you to look to left and right and you're driving and look at five people driving I'm going to predict that three of them will be texting Oprah's right it's dangerous out there I've never been more aware while I've driven because if you look people are texting while they drive at scale three to two of the people that you look at a five will be texting so guys I have bad news people aren't looking at your Billboards they're not even looking at the [ __ ] road and the people that raised their hand about 30 40 of you that do direct mail for your business just curious how many people here feverishly run home open their mail and go through all their direct mail want to raise your hand we are Marketing in a way that is not relevant anymore and listen my company Vayner media social media agency we mainly work with Fortune 500 companies the best marketers in the world Pepsi and Campbell the NFL these are clients of mine and I continue to tell them we're marketing like it's 2007 in a 2013 World there is so much coming how many people here have a Facebook fan page for their business raise your hand how many people feel this is quite a bit great job pretty much everybody else who is on Facebook how many feel and this is an honest question this is a tougher question very difficult because we're in our early days how many feel that their Facebook fan page has been effective really effective for their business raise your hand

### [20:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=1200s) Segment 5 (20:00 - 25:00)

seven or eight good so here's the problem with all the brands that I'm Consulting with and the problem and the reason people are struggling with the ROI of social media for the last 100 years marketing has been about us pushing our message down the consumer's throat for the last 100 years whether it was radio [ __ ] go back to when it was smoke signals from the beginning of time [ __ ] let's go further when we should draw things into caves from the beginning of time it was a story telling and pushing our content down the consumer's throat the guy or gal who had the most money and the right medium got the most awareness back in the day when Happy Days had a 30% share when Proctor and Gamble bought those commercials they got a lot of awareness they bought commercials they pound it down the throat for the last 100 years of modern marketing whether it was radio when people used to sit around and listen to the Ball Game oh this is a good game then they would get interrupted and somebody would push their ballentine's beer down the throat when you reading the Wall Street Journal you're reading an article and then you had a go to the next page cuz there were ads around it when you riding in the radio and listening to those awesome tunes it got broken up because they had to push product down your throat you're driving it's in your eye you're watching TV you didn't watch it like a movie they stopped it and they pushed product down your throat for the last 100 years even when this great thing that I'm in love with the internet came along we pushed down people's throats you go to a website do you know that there's studies now that people around 24 years old don't even see the right side of a website physically don't see it because their eye has been trained not to look there because that's where the ads have been we have been pushed on remember pushed and pushed and pushed we've been pushed on for the last 100 years for the first time ever the consumer has a voice a lot of you don't want to do Facebook or Twitter because you're worried about the consumer being able to attack you or protest you online like they do outside or whatever it may be people are scared but that's happening with or without you not being part of the conversation is not an option for the first time ever when you push out content people can respond to it in real time before you bought a couple Billboards or magazine ads or newspapers you'd come to the office everybody look at it oh it looks good you'd high- five each other you get a little bit of phone call action or people come to the open house you thought it did well but now you're getting real-time feedback on the spot we are living in a time for the first time ever where it's not about pushing down the consumer's throat but it's about pulling see the funny thing is and I love to say this as we go more Jetson in our lives the companies and the organizations that act like The Flintstones are going to be the ones that are most successful the way I built Wine Library TV and my current businesses is because I listened I've been talking for a long time but I listened the best part of this Q& A today I'm going to give you my Spiel up here but the last 15 minutes when we do Q& A and I listen and I give you real answers it's going to be the best part of this talk we've been talking forever the skill set for our business used to be who could do what I do now stand on a pedestal and push out the message the businesses that are going to win going forward are the ones who work the room in a cocktail party not the ones that give a presentation it is a two-way street for the first time and your future homeowners know nothing else the current people know nothing else when you look at the demo and the action of the 23 to 40y Old they time spent on social networks it is shocking and so we are living in a world where we need to be the Crossroads of content and analytics how many people here that have those fan pages actually strategically look at the data to understand what time to post something on Facebook very nice four or five there's a startup called prootic that actually looks at your lifetime value of your fan page looks at it and then understands what time to post because you might have a lot of moms in there or a lot of late night workers when you're pushing out your content you've got to know when but more importantly when you push it out they start commenting and way too many Brands 99% of the people in business that have Facebook pages then put their head in the sand like an ostrich instead of replying how many people in this room this one's going to be a widespread thing so don't feel bad because everybody thought this so don't feel awkward when you say this but just tell the truth one way or the other lying is the devil how many people in this room when they first heard of Twitter or maybe right this actually let's go this route how many people think Twitter is dumb [ __ ] raise your hand shockingly low actually I think people are scared of this I mean from what everybody that I know and every time I ask this question ask people if they think Twitter is stupid huge numbers Twitter is actually terrible at telling people what the product is how many people here use Twitter raise your hand very low number in comparison to Facebook about 20% Twitter stinks at telling their story because the first time every person in this room heard about Twitter here's what you thought why am I going to get a Twitter account who cares if I'm walking the dog right what am I

### [25:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=1500s) Segment 6 (25:00 - 30:00)

going to say eating pizza like everybody defaults every human being and every business defaults into what am I going to say besides the texting thing that I want you to go home with you've got to promise me just one other thing when you go back to your hotel room or on your phone after this talk or whatever you're doing please go to twitter. com search or search. twitter. com twitter. com search engine is the single most powerful marketing tool in the world right now and they never talk about it shame on them they suck Twitter's search engine here's what's happening on twitter. com search you can search any term in the world see people's conversations around that term jump into the conversation jump in like a cocktail party and be looked upon as a hero not a stalker marketer and that's going to change by the way that will be ruined over the next five years but for the next couple of years you have the ability to go to twitter. com search in a general area by adding if you typed in looking you know going to open houses and then if that's what you want to search if people say that because by the way we're living in the disruption of communication I'll get to that in a second you can search home buying house mortgage whatever term you guys know your business way better now I looked up Peno ggio Chardonnay and bord you've got different terms you can then put a space and put NE a r colon and a zip code and not only search those terms but search people who are talking about those terms within a 10 mile radius of the zip code you put in so Target it to what you do you can then watch that and jump into the conversation now here's the problem with Twitter search and marketing like that 99% of the people that are searching Twitter and jumping in and marketing are acting like 19-year-old dudes they're trying to close on the first move I'll let that settle in if you look at the people that understand the enormous opportunity that Twitter search is a lot of them and I'm talking 90% of them because I look at them all are jumping in and saying oh you mentioned pinio we sell penio here's a link to our Peno ggio oh you're going to open houses come to my open house thing we've got this up they're jumping and they're trying to close they're putting zero effort into actually having some real conversation I truly believe that every single person in this room's grandparent is more prepared to be successful going forward than the people in this room because the way our grandparents built their business was through context everybody thinks about content I'm obsessed with content I'll talk to you about needing to do content and why I think every one of you should hire an assistant for $45,000 a year to follow you around with a flip Cam and record things and put it out because you need content you're craning the humanization of you you're becoming more of a person there and some of you extroverted and you can use somebody else that's fine we can get into those human dynamics but putting out content really matters it really matters and many of you might have heard content is King and I believe content is King but if content is King in 2013 context is God creating context with the end user is the next battle in selling [ __ ] and here's what I mean by that every person in this room 99% of you didn't know who I was before now today after today you'll have some context for me the next time you see my name come across on a morning show or this and that other you'll remember it's context I'll speak to some of you will ask questions I'll even have more context with you the people in the front row I have more context with because I can see their faces beautiful by the way so context matters you were willing to do things for your parents or your children that you're not willing to do for your best friends you are willing to do things for your best friends that you're not willing to do for your acquaintances you're willing to do things for your acquaintances that you're not willing to do for strangers this is where marketing is going twitter. com search allows you to scale context on the web a lot of you stand around and you look at little Ricky 13 14 years old and it's a bright 98 degree day and you're like go outside you [ __ ] right you want them to go outside and you're worried that they're going to be introverted and they're awkward because they sit in front of a computer all day and they're not going out now yes they are going to be all much fatter and all that but they are not going to be more Awkward all of your children and grandchildren are dramatically more social than you are because they create context that scale on these platforms they have far more relationships than you ever did you think you're a big shot when you were 13 back in the day and it was 90 degrees and you went outside and your friends were away who' you make friends with the tire swing [ __ ] Jesus hate that conversation anyway the fact of the matter is we're living through a connected world how many people here have reconnected with somebody on Facebook most of you were on it except those 30 special people and we'll talk to those later how many of you have reconnected with somebody on Facebook that you had

### [30:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=1800s) Segment 7 (30:00 - 35:00)

not talked to in over five full years raise your hand almost everybody how about 10 almost everybody how many of you reconnected with a human being that you had not talked to for 20 two full decades because of Facebook more than half this room has reconnected with somebody on Facebook that they had not talked to in 20 years the way that we used to consume content looked like this you came home and you sat down and you took out the clicker and you sat on your fat ass and you started watching TV and when you were watching ESPN if you bought a local commercial you might have been able to tell that story to me because I was watching the ball game and I saw it or when I woke up in the morning you know and I grabbed my cup of coffee I couldn't wait to open the door and get my newspaper remember those things guys no you guys know newspapers right you'd grab your newspaper and you'd go through it right or you know when you were driving to work you would listen to the radio instead of your iPad all those things are being disrupted all the ways we told our messages and the way we consumed content is being disrupted an enormous amount of you even while you're listening to this talk several of you are doing it right now are now consuming in a stream economy on your phone we taking out our phones and we go to our Facebook or our Twitter or our Pinterest or our Tumblr and I won't get too nerdy and we do this we consume the world is going into a stream economy you go like this when you go to your Faceook portfol you go like this we're consuming content micro content at speed in this environment your future customers consume content like this on a phone not television how many people hear DVR or too or on demand the far majority of the television they watch raise your hand almost all of it how many of you just curious for 2000 this is more for me and my corporate customer jerk offs how many of you in 2012 actually fast forwarded every single commercial raise your hand every my clients are spending hundreds of millions of dollars producing and buying those commercials 84% of you haven't watched one of them this year we always do this we didn't buy Blockbuster we were borders and gave Amazon our distribution because we thought they were stupid who's stupid now right we thought you know we told you don't drive that car it's dangerous drive my awesome horse Harry how'd that work out bad and we continue to do this remember email guys remember 1994 1995 when you first heard remember that let's step out of my keynote for a second we were paying like two three bucks a minute that [ __ ] was [ __ ] up anyway remember that do you remember how much you loved email were confused by email 96 and 97 I remember the first time I was like holy crap they have to charge for this eventually I better get as many emails out as possible because there's no way that I'm never GNA write a letter again and I haven't I mean you know it's nice to do it because you care about something but when the last time you actually wrote a letter for like a utility purpose not to try to be nice I mean that's over disruption poster office out of business right we're just paying for it out of our tax dollars to keep it alive out of business we are living through massive disruption we loved email they made a movie called You've Got Mail we loved it we couldn't believe how awesome it was efficient you stayed in touch with your kids and your grandkids we loved email just curious how do you guys like email now you hate it you know why because there's one thing I know more than the sun comes up tomorrow marketers and salespeople ruin everything I believe in and everything I wrote in my last book The thank you economy and everything I'm talking about right here will be ruined in five years you've got five years to execute Twitter search and jump in and have a conversation because Twitter search jumping in do you know many times I answered what wine goes with fish 80 7,000 times do you know what that feels like terrible but it created context because what we're all trying to do in this two-way street now is it's no longer about you talking pushing your notice down the consumer's throat it's no longer you posting your new listings or your new projects on your Facebook page and just hoping it's going to get out there you now have to create context to get them into a place where they actually will care about what you're pushing out because we're living in a world where there is so much content being pushed at us that it is absurd the amount of data the content that is being pushed out by human beings in every 48h hour window now every song written word picture billboard every piece of content that we put out every email and every 48 hours in today is equivalent to the size of stuff that we pushed out as people from the beginning of time until 200 and three let me just say that one more time

### [35:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=2100s) Segment 8 (35:00 - 40:00)

I want you to hold the hands of the people next to you so we can go Kumbaya on this [ __ ] the amount of messaging and content and propaganda and marketing and information that we push out in every 48 hours is equivalent to the amount of content we put out from the beginning of mankind until 2003 according to Eric Schmidt chairman of Google so what you think your full page newspaper ads going to break through you think your awesome little jingle on the radio is going to break through you think your direct mail your billboard it's noisy no wonder our kids have ADD there's so much being thrown at them we don't break through we don't sit down we don't do the things everything got fast everything's exhaustingly fast and you know it you're living through this do you know that some of you including myself actually think it's awkward when somebody calls you I actually now in 200 12 when somebody calls me I'm taking a back and thinking it's very serious or weird why didn't they just text me think about how many times either you or somebody did this to you where you called somebody or somebody called you they let it run through and then they texted you what guys listen to me and this is all about selling [ __ ] just remember that this is the context of this I didn't have a computer until I was 20 years old I did not grow up techie I don't care about it I told you my first job was lemonade stands I was embarrassed to tell you but I'm going to tell you the honesty actually at 4 years old before I was five my first business was to go into people's yards rip their flowers out of their yard ring their doorbell and sell it back to them I am not Mother Teresa I'm here to sell stuff the reason I love all this Zen stuff and care about your customer and listen and actually care about them and the things we do at Wine Library that when you buy wine from Wine Library we try to match your name to your Twitter profile to know who you are outside of what you buy to Wine outside we know from data that you buy Pon Noir but who are you we know the social graph Facebook has mapped the social graph meaning we now know who your friends and acquaintances are Facebook has that data but what the next big Frontier is about how many ladies in the room are on Pinterest raise your hand good job how many dudes in the room have never heard of Pinterest don't lie what's next interesting about Pinterest and Tumblr is we've mapped the social graph but now the thing to really know about and where you're going to sell more homes is understanding the consumer's interest graph who are you outside of the data we have sure you could buy a mailing list of $150,000 income people but what if you really knew I was a dieh hard Jets fan and that I loved Randy the Macho Man Savage and that I adore ruper and that Lionel Richie is the man what if you knew that he's underrated about me you'd have a much better chance of getting my business my friend bought a $3. 9 million apartment the other day in Manhattan because he sent out a tweet that he was looking for a new apartment and the three real estate agents that hit him up and got interviewed are the ones that got the one of them got the business he didn't go on Google Search is dead in the next 10 years you don't want to go and find wine terms based on somebody who knew how to do SEO you want to get your wine recommendations from me because you have context knowing that I know wine we are going into human stuff we are going back to Small Town rules where when you were in a small town Betty told you that the baker down the street was good we are reconnected to people that we had not had relationships with for 20 years and communication not just music We Know music was disrupted we know CDs are dead we know you download it we know iTunes happened we agree that publishing has been you know disrupted how many people here have a Kindle or iPad and read their books on that now raise your hand a lot you're the same [ __ ] that aren't even on Facebook and that's a lot so think about this a lot of you that loved books are now on Kindle in this how many people here had at one point read newspapers for over 10 years in a row like were a newspaper person but now because iPad or phone or computer no longer get the newspaper just for context raise your hand 30% of you read papers every day for 10 years plus or more and now don't the eyeballs and ears are all we care about our story to the consumer is all we care about we want them to know about our projects and go and check them out there's a much better way to do it fish where the fish are and understand you have to respect the fish the deers have shotguns now my friends they do and you've got to respect them you're not going to trick them how about getting authentically in front of it Wine Library TV success that I started a wine show of wines that I sold in my store and6 2% of them of the thousands that I reviewed over the five

### [40:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=2400s) Segment 9 (40:00 - 45:00)

years that I did the show I told people tasted like horse piss and not to buy that builds trust that builds authenticity telling people about other things besides how beautiful the marble is about the neighborhood storytelling about the schools storytelling about the contractor who's your competitor that's building a shopping mall that's going to bring more value giving them as much information content but creating context because you maybe what if one of you stepped up and helped people actually understand mortgages or how to really get a Lo what if you really cared what if businesses because of the way the world's going had to actually for the first time in about a hundred years started really caring about the people they sold their business to what if you stopped renting attention by taking your working money and putting it on billboards and newspapers and tv ads and Direct Mail all of [ __ ] that is declining in front of your faces in attention and opportunity and what if you took those dollars in hiring people to manage your social networks to listen to customers to engage with them and to create an actual relationship and I mean with your logo I'm a businessman I'm not talking about building up Karen or Susan in your organization and having them tweet under their organization I'm talking about humanizing your logo whatever your company's called or the Project's called putting that account on the web and talking as the brand because we're living through a part where people are willing to talk to Brands we're living through the humanization of logos where people are literally replying to Brands lip them brisk IC tea is a client of ours when you're an IC tea what do you say on Facebook and Twitter I'm wet sugary what do you say what we decided was we had the data on who our customers were young male Urban so we started talking about basketball and hip hop we talked about how fat Nicki Minaj's ass was that's what we talked about and guess what happened people actually cared about that and we engaged with them as a matter of fact it's actually ironic I just remembered today's the NBA Dr draft right you like the Nicki Minaj thing that was good right thanks man it was disrespectful I apologize anyway today is the NBA draft last year's NBA draft because we built up context and talked to people about basketball last year's NBA draft Lipton Brisk ice te was the fourth most talked about brand during the NBA draft because people actually replied hey brisk what do you think about the Kylie Irving pick prompted because we created context lip and brisk spent zero doar in giving any dollars to ESPN or the NBA to be a sponsor of the NBA draft yet we had more conversation and more ownership of it because we put in the work you guys love your parents because they loved you first we are living in a world where we have to care about our customer before the conversion we have to start running marathons and not Sprints not because we're Zen and we're such good people and we're Mother Teresa but because there's going to be no other option because you will not be able to be in business if you do not go down that route because you will not have enough money to spend to pound your message down the throat because the customer won't see it do you guys remember group on and living social and all those deal a days stuff how many of you signed up for some of those email Services just curious give me context about half of you remember you couldn't wait to get $40 worth of sushi for 20 bucks three years ago you couldn't wait to get your nails done for 15 instead of 30 but they spammed you so hard and cared about you so little that now you delete those emails the second they come in you don't care about those emails anymore it was the biggest companies and they crashed in three years because all of you in this room with all due respect and me too every business person cares about one thing acquisition you want to acquire customers and that's why you spend all the money you spend on trying to get them we all care about acquisition but the businesses that understand retention and lifetime value are going to be the ones that succeed how many of you feel that you've sold a home because of Word of Mouth in your career that because you sold something and somebody had a good experience they told somebody and you either sold one within that same development or maybe in a different project just raise your hands give me some context so about half of you feel that you've sold homes because of Word of Mouth I think the other half of you are missing it because I think you have but you just may not realize it or track it or care to be in tune to it number two Word of Mouth in today's world is on steroids Word of Mouth today is hanging out with Barry B and Roger Clemens I don't care that they got acquitted those [ __ ] Did It Word of Mouth is now on steroids here's why I'm going to sum it all up in a nice bow every one of you have been reconnected to somebody that you haven't talked to in 20 or 30 or 40 years you are now seeing their comments main mainly baby pictures and other things of that nature but the one thing that we have not talked about is that communication has been disrupted itself the way we talk to each other has changed anybody here an English major raise your hand I so sorry for the five of you guys must be really upset I

### [45:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=2700s) Segment 10 (45:00 - 50:00)

mean the run-on sentences I mean nobody can spell anymore have you seen this I mean there are grown ass men in this room that literally texted the other day LOL I mean communication has fundamentally been disrupted the way we talk and communicate has been disrupted and so now we are doing things that we used to do in small towns we are sharing things on social networks that are dumb minutia that we would have never picked up the phone and called about none of your friends 10 years ago would have picked up the phone and called you and said this Snickers is delicious but every one of you that's on Facebook can now rewind in your mind and think of a time or two where one of your friends most likely somebody you hadn't talked to in 20 years or 15 but that you have context to because you red with them in college or went on a trip with them or you have some emotional context with them that's greater than a commercial or a print ad and they said something like moving into my new home love this place or I love Pinkberry Yogurt or screw you target I'm never shopping with you again we are creating brand awareness and micro commercials for each other at scale and it will continue our children and our children's children and even the 20 to 30 year old demo which are all going to be in your market now or shortly are being disrupted and thinking about the way they do business through these channels they are communicating in a different way they are consuming the information in a different place and the brands that understand the cross-section of creative content and analytics in digital platforms that are relevant and where the awareness is will win let me give you an example that's going to really hit home to maybe who you're targeting how many people here don't lie lying as the devil watch or have watched In Their Lives soap operas raise your hand God I love dudes sir Guiding Light One Life to Live Days of Our Lives good [ __ ] listen I'm with you man storytelling soap operas from the beginning of communication soap operas have worked they started off as radio people used to stand around a radio back in the day and listen to The Guiding Light started off as a radio show and would sit there and be like that's some scandalous [ __ ] they liked it right it was good then it came to television and it won it fought off game shows reality TV it fought off opra it fought off everything it fought off every transition over the last 70 years of content to capture 25 to 55-year-old female demo and some stragglers and it dominated and it dominated soap opas if you're an Enthusiast you now realize are basically now out of business why have soap operas gone out of business in the last four or five years ready for this Farmville how many of you are familiar with Farmville is a game that exploded on Facebook and I'm saying farm bill because I mean casual gaming farm bill is a game at its height two years ago that had 80 million active daily users and when you look at their data between new Eastern and 400 p. m. Pacific the amount of 25 to 55y old women that played Farmville was staggering and so Proctor and Gamble and Unilever and all the companies that market to women said to themselves why are we spending our money on buying commercials on Days of Our Lives why aren't we buying virtual currency in Farmville to give context to a lot of you that don't know what Farmville is it's a game within Facebook where you built a virtual farm and you fed your virtual cow and you planted your virtual corn and people spent four to five hours a day on this and spent real money real $3 to buy $3 worth of [ __ ] virtual corn and everybody's shaking their head and saying what the hell we need to understand that during the Great Depression the two biggest markets where money went was makeup and the circus during the Great Depression you know why we're humans this is all psychology we need escapes from the reality we need Farmville we need the movies we need Days of Our Lives we need WWF wrestling we need Sports we need music we need M we need it because there's a lot of crazy [ __ ] going on we need to decompress we need to understand that we are living through the biggest culture shift of our time you're going to walk into your refrigerator in a couple of years and you're going to open it and your refrigerator is going to be a smart refrigerator just like your phone's a smartphone now you know how

### [50:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=3000s) Segment 11 (50:00 - 55:00)

this is different than the brick that we used to walk around with eight years ago remember that this is different than this right you're going to walk into your fridge and your fridge is going to understand that you're a Pepsi Drinker and when you pull out your last Pepsi because it's scanning it it's going to order it for you directly and it's going to be delivered to your home smart refrigerators do you know who that's bad for Walmart Costco Target I think we're massively underestimating how big this culture shift is for you to not start I mean guys please this platforms this internet and social networks has overthrown governments in the Middle East who've had dictatorships on their people for 40 [ __ ] years and you're going to sit in this ballroom and have the audacity to think that this is not affecting your business shame on you this is happening and I'm telling you right now just like when I talked at a conference in 1997 and the guy before me said that nobody would ever put their credit cards into a computer and everybody clapped and then I came out and said hey I think people are going to buy wine on the computer and everybody booed me I said you [ __ ] are going to lose and I know something else because I'm a business person the fact that you're here during what just went you through excuse me the fact that you're here after the fact of what you guys just went through over the last three or four years in your market and that you're here means you guys are winning players and as a winning player in the wine business when I shifted and understood where the world was really going and went all in on that I became even a better winning player I'm convinced that the people that are in this room that you have the DNA to be successful in this market that if you shift and understand yeah it's tried and true it's branding you can charge back your agents all that stuff start storytelling about 2013 start understanding that if you want to reach your customers you've got to attack start understanding that there's real data Behind These Facebook ads not buying Facebook ads that are targeted to people around high wealth in your Deb Mo by ZIP code that they can click and share with their friends is insane being in your business right now every single person is onest there's 900 million people on Facebook there's only 30 known people to not be on Facebook in the world it's ironic that they're all here you could pay 81 cents to get a click if you're buying Google ads you have to buy Facebook understand why they're different it's not search intent it's interest related you have to look into that but you have to understand that effort is where we need to go that this is the biggest culture shift of our time and that the fact that you're sitting here this is what brought me to want to really do this talk the fact that you made it here the fact that you're not like the other 20,000 people that were here five years ago that are gone and lost means you're better and what I'm hoping is that one [ __ ] in this room listens to me and gets inspired and goes and does it because they're going to win she or he is going to win because we're living through the biggest culture shift you have no idea how you're spending your marketing you're not tracking Billboards and print and radio it's tough to understand the conversions of it and by the way let me just say this in my closing and then we'll do Q& A because I was way up here and I'd love to come down to the trenches and answer three or four of your questions to make this more practical but let me say this I believe in traditional media I do think that Billboards and print and magazines and radios has a place in our society the problem is they're overpriced these companies are overpriced they're charging you more because they have less you're the last suckers paying to keep it alive I'm being serious and you know what I see a lot of you shaking your head you know why cuz you guys are business people and you [ __ ] get it but you're so stuck in the way you do it and what's comfortable and you've got other things to do and you don't understand it you didn't grow up with all this technology right well guess what neither did I guess what you didn't grow up driving and you [ __ ] figured it out your 2-year-old grandson is doing this [ __ ] I think you can do it and unlike the 20-year-old olds that are Whiz Kids and everybody wants to be Zuck you guys have built real business outside of the people that I actually hang out with every day who are going to change the world and don't even know how to run a p& l you guys businesses this isn't your first rodeo all I'm asking you to do is not worry about what you don't know bet on yourself on what you do know and recognize that what made you successful long ago was you doing something different than your competitors you've got to do it again or somebody's going to take it and as a matter of fact I'm going to watch all of you and if none of you do it over the next 12 months I'm coming into this industry and I'm putting all you [ __ ] out of business thank you all right so here we go we're let's just give it up one more time for G because that was freaking amazing now what he's going to do he said this before and most speakers don't do this he said this before do some Q& A afterwards so you guys can hang out and listen to the answers real

### [55:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=3300s) Segment 12 (55:00 - 60:00)

problems real challenges real solutions everybody who's leaving that's okay we're going to figure out how to steal your customers it's going to be great okay so uh let's start off with a question yes you sir in the back with the beautiful hat with the mic yeah okay here we go hang onook yes sir yeah grab the mic so everybody hears you I can hear you I'm tremendous ears you talked a lot about Facebook but have said nothing about LinkedIn for many of us LinkedIn is B2B and Facebook is for the kids sure whether or not we're right in your opinion would you uh elaborate that's a great question I appreciate that and that's why that this fires me so you [ __ ] fire me up sir thank you for asking that because you could see subconsciously I'm not thinking a whole lot about Facebook excuse me LinkedIn because it to me it's a utility not a social network but we're all practical business people here and we like utility let me give you something that's amazing can we give the mic back to that gentleman because I'm sure a lot of people are thinking the same way a lot of you are B2B I did a lot of B Toc stuff and I'm going to give you some good stuff right now what's your name Sir Arthur Young Arthur really appreciate it Arthur you're trying to use LinkedIn to get to the people that are making the business decisions because you do business with them right correct let me tell you the greatest [ __ ] that you've ever heard in your life auth ready I'm willing LinkedIn has about 35% now of accounts of people's LinkedIn accounts that are linking to either Facebook or Twitter that people link their accounts on other social networks within LinkedIn I actually think LinkedIn in a B2B World used to be something I wasn't passionate about that I've gotten much more passionate about because let me give you a scenario of how I do business because I'm trying to reach CMOS and big business people as well the ability for you to find the person on LinkedIn that you want to do business with and then you know this is one out of every three times so it's not going to happen every time but over time it was only eight% before so it's growing for you to be able to follow that person on Twitter and see their public feed for your demo I'm going to guess more people are linked to Facebook so it's going to be a little harder because you're going to have to go to Facebook and then ask them to be a friend when you do write a little email in there you know there's when you ask for a friend request you can write something I'm Arthur Young I wear tremendous hats I want to do business with you know whatever it may be right you tell them the context on Twitter you can just follow them and then watch what they have to say Arthur this is not your first rodeo right it's not mine either right you know as well as I do as a salesperson the more you know about your buyer the better chance you have to sell right it's why you went fishing with somebody once I got took them out to dinner and bought him a [ __ ] steak it's why you did all those things right now in your underpants at home you can collect more context and understand who they are than all that you had to do before it's all about speed and accelerating right the fact that I can sit at home the fact when I fly now for six hours back East I'll be able to do that on a plane not have to physically do it allows me to scale and have bigger upside Arthur you should go to Every person that you're looking for on LinkedIn follow them on Facebook and Twitter you don't need their permission it's more of a public thing Facebook you'll have to ask for a request what you write should not be [ __ ] it should be from the heart maybe you know them and then it gets interesting Arthur over the next couple of months weeks days whatever time frame you have the ability to collect data on that person they might be a Bears fan I told you earlier that Wine Library is trying to figure out my wine business who customers are we know this one guy was a Bordeaux buyer but when we linked him up we realized two years ago because he kept talking about Jay Cutler and the bears that he was a Bears fan I told my thank you Department which is not my customer service department customer service is defense my thank you Department that's offense I told them to go to eBay and buy a sign Jay Cutler Jersey for this guy and send him a note and thank him for his business the Jersey almost costs as much as the profit we made on the entire first order we sent it to him didn't hear [ __ ] for two three months later he says Hey just wanted to email you guys thank you so much I'm a hedge fund guy in Chicago um I've been really busy I wanted you know that I got the Jay Cutler Jersey how did you know um I just want you to know I've spent $100,000 on my wine collection at a store here in Chicago called Sam's Wine I walk in there they don't even know who I am this effort means a lot to me please know that you're going to get the rest of my business for life not only that and he's been a $50,000 customer since then nice investment for 400 bucks but we've gotten 17 individual orders that in the comment section they mentioned the story about the friend who told them about us because we emotionally hit his heart not his wallet and his head we are living through an EQ emotional Revolution and these platforms allowed us to do that you start following those people that make those buying decisions for your materials or whatever business you're in and you start understanding who they really are you understand that they put out a picture with their grandson that says first day of school for Timmy and you send an email saying hey Craig just want to wish Timmy a great first day at preschool that [ __ ] matters and when you start really understanding how to map that and this is my big belief why women are going to take over business because it's more emotional not like a jerk off dudes though I'm a little girly that's why I'm going to win too

### [1:00:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=3600s) Segment 13 (60:00 - 65:00)

anyway once you understand how to do that that's how we do business in 2013 thank you very much thank you okay who else we got question questions comments brilliant statements go ahead don't be scared yeah here we go front to you what's up man how are you okay so uh Mark uh so amazing you're [ __ ] awesome thanks man um so uh three take-homes like three things three action items that you know the group of you know a thousand here can say okay these are the things that you should do how many people in here B2B raise your hand and the rest B Toc for the most part and things rather okay so I mean three action I mean you know these things are always tricky here's the one thing you can't run a marathon without being a runner without starting to walk on a treadmill every person in this room has to start walking a treadmill if you're not on Facebook get on it Twitter get on it start understanding what these things are if you do not have digital Fitness in 2012 you're dead in 2016 you think shit's crazy now right across the street Google just announced Google Glasses wait till every single person you know in six years is wearing a pair of glasses where they're seeing information about you and the you know how you look at Yelp now how about when you look at a store and it's giving you information in your glasses guys we're all going robot it's happening I'm so pumped that I think it's gonna take a little bit of a time and I'm not going to be here but the robots are GNA get us it's inevitable you know most of us won't see it first digital Fitness two understand that Facebook fan pages are not about being a newsletter everybody's treating social media like email newsletters you're just pushing understand that consumers are willing to give us Insight some of you can use this as decisions on how you actually build your own homes I mean when you make decisions maybe you are overestimating how much people care about marble or fake grass or showerheads or whatever the [ __ ] I don't know your business but you know what I mean right you know I knew that Australia was coming because I listened I knew that people were going to drink malback from Argentina because I listened and then I bet and we made money you can listen people are going to give you data if you ask questions what are you looking for in a home what's the biggest problem with your home where do you want to move what do you like so number two understand that Facebook fan pages are at scale that's spending five or1 thousand doll on some Facebook ads to get some people in there because don't forget it's opt in you're not paying for Impressions it's follow this brand is a great idea I think that for most of you should buy him around the project the development more so than this corporate name that doesn't mean anything to anybody and then understand once you have that Facebook fan page that you need to hire somebody that understands it and that doesn't mean some random 19-year-old because they used Facebook to look at bik pictures not to sell [ __ ] right but maybe there's a 19-year-old that gets it anyway and then realize it's not an email service you don't just blast your new listings or how cool you are or how great it is or you lowered the price or you raised the price you make it a two-way thing you put content maybe you record you guys so many of you because you're winning players I know so many of you do it right in here that you put the extra effort that where your competitors are taking shortcuts you're laying better quality X better quality y film that nobody believes you I don't believe that you use better Brick Show me the [ __ ] invoice you know authenticity really matters there's a real opportunity here if you have the best Masons the best Architects show them make that piece of content it costs nothing don't worry about lighting or makeup nobody cares authentic content matters think about that and then number three audit every dollar you're spending on traditional stuff and try to challenge yourself if you have any feel any true belief that it's bringing you results how do you measure it you can't it's hard a billboard it's awareness it's I'm in but how about awareness and branding to the actual people that matter now I mean fundamentally the traditional platforms are marketing to people that are probably one more home in their life stream probably you know into a home that is not what you're in the business of so I just it's insane to me that people are marketing like it's 2002 but then I get reminded why so many companies go out of business they get stuck they don't move Innovation tramples them and they're gone but I'm inspired because I know that the people in this room are creme de laem and should understand what the hell I'm talking about or at least be inspired to maybe look a little deeper or maybe now say maybe that young guy or gal in my office isn't so dumb after all this isn't Zen this isn't Tech this is culture this is the way we live you text with your kids now you didn't want to right we didn't want to do anything that we're doing now but we're doing it because we have to right and you know this because you're the generation a lot of you that lived through the Music Revolution where like the music that you listen to your parents wanted to kill people thought Elvis was the devil cuz

### [1:05:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=3900s) Segment 14 (65:00 - 70:00)

he shook his hips culture shifts right I mean President Clinton I call this the Gary Hart rule remember Gary Hart ran for president one picture of him with some Floy on the covering inquire Dead four years later Clinton banging everybody nobody cares right but the only thing that was hurting Clinton was that he inhaled weed eight years later Obama admits to doing coke doesn't affect him so our culture shifts and our world changes and there's too many people in here who want it to be something that it's not this isn't about you this is about selling [ __ ] start doing the right thing hey um Gary can I call someone out yeah Okay Kevin Oakley stand up for me uh first thing Kevin says to me when he comes here he goes guess what Mike this is what I'm about to do I'm about to pay 80 grand to some guy to be a full-time videographer for my Builder yeah right there are you going to do it you're now tell what do you think about that I mean you were just talking about that what do you think he needs to do I think he's a handsome man first of all Kevin why are you doing that give him the mic why why'd you tell him that what's what you're thinking where you at uh we're a higher-end custom builder and so what does that spend extra spending the extra 45 Grand for the guy who can edit and make the even though it's authentic and real produce truly higher content that that's more enjoyable just make one smart decision do a mix there's a place for 3D avatar and Wine Library TV ghetto you know no lighting no sound when he's editing The Cutting Room floor what I call sawdust realize and position him to realize that's micro content and you could put that out on Pinterest Facebook Twitter because the thing with long form content it's heavier to share and what you're looking for all of you is awareness for your projects so a 3C 10-second video on Facebook that somebody will share and then all their friends will see is far more interesting as a fast moving piece of content okay so since Mike already called me out I'm no longer scared of you okay I have a really good question yeah a lot of Builders have quality control issues okay all right and our screw-ups become major screw-ups because it's really hard and expensive to go back and fix it yes so what I told my Builder about a year and a half ago was I want to go down the route that you're describing you've got a year and a half to fix it before everyone's going to know now I guess that's my concern for other sales and marketing guys here is their lack of control on upper management truly caring about the customer and understanding that it may be better to spend 100 Grand to fix a mistake than on billboards or newspapers you're preaching brother I'm on calls once a month with major Fortune 500 bli hundred billion dollar companies who get me on the phone and saying people are coming to our Facebook wall take care of this I'm like well first of all before we do anything Are We Wrong well yeah but let's fix this I'm like it's not 2002 anymore it's not let's hold our breath and hope nobody writes about it it's let's not hope that somebody somehow got to the local news everybody's media today remember the big story when Myspace came out was like don't let your girls on it because everybody's going to get raped at the mall and this and that fact of the matter is in the last six years child crime has collapsed you know why every one of you are media now nobody can kidnap anymore because we all have cameras on us and we're going to take pictures of the license plate the crooks know that you know the shadows of our society are getting taken away but here's the problem one way or the other whether you do this kind of marketing or not they're going to be talking about you sharing the information they're going to make making videos of your cracked floor or your shower head or your water bipe whatever [ __ ] you guys do right so whether with or without you this is going to happen upper Management's going to care when their face is splattered all over the place as being a jerk off because they don't care about their customers everybody only reacts after they get bit right and that's fine I get it fact of the matter is the biting is about to happen that's what the deer with the guns thing I was trying to tell you about this is not oh I hope this doesn't happen this is happening it's going to really happen and I highly recommend you go figure out your business model in a world that looks like this because this is the world so you know I deal with the 68-y old CEOs of Fortune 500s who make 83 billion and have g5s and think they don't give a [ __ ] and the fact of the matter is I tell them every day you're gonna lose and it happens you look at the guy from hulet Packer right you know got fired cuz somebody took a picture of the note he sent that girl you know I mean this is happening this is real this isn't just you know dat line why did you build [ __ ] and one person gets exposed ever this is everybody at scale getting exposed for this stuff and the scariest part is the generation that's controlling this at some level right now still isn't fully aware of how powerful this is your kids they don't give a [ __ ] they're going to call out everything and everybody at every time and it's going to be 247 365 and people are going to listen to them when your friend says that restaurant sucked you're not going wasn't delicious you're not tasting it we really value the context which is why I you to get ahead of it instead of being a turtle and waiting for the [ __ ] to hit the fan thank you thank

### [1:10:00](https://www.youtube.com/watch?v=WPK3hvTr8PU&t=4200s) Segment 15 (70:00 - 72:00)

fan thank you J right here how are you my friend hi pretty good morning what's your name Roberto nice to meet you man the question that I have you talk about a lot of the Personal Touch so what I'm trying to say is what about the people who are higher ups who don't believe on Facebook yep how you got to those people y because to me the way to get to those people is having that relationship with the people actually doing the work yeah is that a good concept yeah I mean you know for me I've always worked for myself so it's easier right I mean you know a lot of people ask me all the time like Gary I so believe in this I've read your books I'm into this I believe in Social but I work for this guy he'll never believe like how do I get to him I'm like leave you know and I know that's not practical we have mortgages and payments and all those things but this is a DNA thing either your upper brass gets it or they don't you give them your most heartfelt rant give them as much data and reasoning there's plenty of data of like if you're on a Facebook fan page you're 20% more likely to buy there's tons of things you can look up you give them your most honest authentic presentation in the way that you think they'll consume it and you do your best but the fact of the matter is some people are very stubborn some people don't want to believe some people are at the tail end of their career and don't want to reinvest they just want to pull everything out there's a million things there's a million some people going through divorces and don't have the money some people don't care some there's a billion things that are happening you need to audit your actual individual thing if you really believe in this get all the data and compelling information that you want to sell against it to tell them why this is important and then they're going to make a decision there's nothing to be scared of you tell them by the way I've told back in the day when I was where it was more about this in 0708 I kept telling everybody be on the right side of History tell everybody in your organization if you get fired you're going to get rehired in three years and have a bigger job and I get hundreds of emails like that a day where people left or got fired and now are getting rehired because they fired their boss's boss or a competitor hired them because being right is always right thank you yeah all right you guys uh final point you want to what's the takeaway for today what do you think do [ __ ] I like that thank you let's give it up

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*Источник: https://ekstraktznaniy.ru/video/19433*