#AskGaryVee Episode 136: The Business Model Behind #AskGaryVee

- [Andy] Hi Gary Vee, why would you spend money on a Facebook dark post on me when I follow you and I have notifications on, isn't it a waste of money? - This is tremendous, because you read this. This is like so serendipitous. If you guys don't know, Andy does a ton of the paid performance around my brand and Wine Library, and so Andy I think you actually can answer this question better than I can. What we're targeting is we're targeting my fans on certain content, retargeting them, because organically you're not reaching everybody when you post something, and there's certain things I want everybody to see. Andy, am I right or wrong or do we even know yet what the new notification, with the way notifications are on there's no way to exclude people that have put us on First Look or anything yet. - Yet and that's it. The answer to the question is quite simple. The reason I'm targeting you is because there are certain pieces of content that I wanna make sure as many people as possible will see above and beyond my normal organic reach which is pretty high. We tend to get 60 or 100,000 of the 320,000 that we have, which is extremely high, but sometimes I want all 320,000 of you on Facebook to see something. I'm willing to waste those pennies. Not to mention, is it a waste sometimes? Think about, you know what, DRock, get back here. Get Andy out of the way. Let's get focused for a second here. Here's a little side question for statement of the day, let's go into the statement of the day number one here. In the comment section on YouTube and Facebook please step up lurkers. You're pissing me off. Summer's over. Vacation is over lurkers. Get your asses in the comments. This show is *ing free. I need comments from you. It is my oxygen. As you can tell I'm not joking around. Leave in the comments if you've watched a piece of content more than once. The answer is, let me save you a lot of time, the answer is most of you have watched tons of my content more than once, and so even if it's wasted, a lot of times somebody will watch a second time, a third time. One of the great ego boosts I get are the emails I get that says things like wow I just watched this talk for the seventh time, and I picked up on new things, because as your career evolves, same with mine, as our careers evolve, other things that were said now mean more than they did six months ago. That's why I do it. Andy.

- Gary Vee, jab, jab, right hook! What's your business model behind the #AskGaryVee show? - The show is pretty simple. It is completely a broad awareness game. I want more exposure. Exposure is leverage, especially when you've got chops. The more people that know that I'm not just charisma, hyperbole, bullshit hype, and that I have depth is something that is important for my brand. Statement of the day, in the comments leave if you originally thought that I was just another bullshit marketer, and have I won you over with you doing the homework about me actually building real business multiple times, and have listened to things that I've talked about here that you won't expect from a bullshit marketer. Anything that puts me in a position to show my depth in a world where I know that my personality creates a scenario where people may not think that I have that depth is an important process for me. Once I have the infrastructure to be able to do it, I did it and so the business model is quite simple. It's about more leverage around me which leads to in the short term things like getting paid for public speaking, selling more books, getting asked to do TV and other things, and getting on 40 under 40 list which creates more exposure and it's a rapid wheel. It leads to better employees coming into VaynerMedia. It leads to more people buying on Wine Deals, the greatest place on Instagram to buy wine. It leads to a lot of other things. It leads to depth with current employees, 'cause they get to see so much more about me. As a matter of fact, here's a statement of the day. VaynerMedia lurkers, because I know there's a lot of you. Some of you have been writing some awesome feedback notes that are completely taken from the #AskGaryVee Show. VaynerMedia employee lurkers, get in the comments on this episode and say hey. It's given me the ability to scale my thoughts and strategies to my own employees. There is, my mom gets to see me everyday. She watched yesterday's episode twice, because A. J. was in it. Two for one, for mom, mom I love you. There's enormous, enormous amounts of ROI business models in the concept of putting out great content. Putting out great content, if I may say so myself, is always the right idea. DeMayo they're gonna like that one. I think you're gonna get some good comments there from Facebook Live. - Some guy is saying he was watching driving 77 miles per hour. - [Gary] Alright, dude. Do not do that. Do not drive and watch the show. It's dangerous.

- Gary Vee, tips to reach only local residents on social. We have a recycling program that's specific to our county. - You weren't on Andy there. Oh but you caught him? Good, edit that, because if you saw Andy's reaction as the paid performance guy it's a ludicrous question. It means that as a matter of fact, what I just said, ludicrous question, can you guys impose Ludacris in between, like next to me. - [Ludacris] Move get out the way - I oh baby, it's a ludicrous question if you've been watching the show. Who asked that question? - [Andy] Liz. - Liz, if you've been watching the show for the last whatsoever, 130 episodes, then I think you're just mailing in your question, but I'm glad you got on the show, because it's fun to be on the show, but Liz, it's so simple. Facebook targeting. That's it. You can literally put your business address and run a radius around it, or everybody in the 07081 zip code or the 08802 Asbury, Jersey in the house. Zip code, and everybody will see it in that zip code, in that feed. It's a piece of cake. You can do localized ads with Instagram now. Twitter. It's the only place you can do this kind of stuff outside of direct mail, which is very, very expensive for the ROI of the attention, because everybody throws their direct mail in the trash. Like this question. Next. Next, I hope we don't ask the same question. - #AskGaryVee - Oh you need this? Not really, you don't need the paper.

You don't need it. - What are the differences in the way you deal with small vs big accounts/clients? - There's a ton of differences. When you're dealing with small or big businesses senior or junior employees, big or small in all shapes and sizes in business really dictate very different strategies. Small accounts a lot of times don't have the same budgets. Small accounts often have chips on their shoulder and lack confidence. I think one of the great things we do for small accounts is actually bring a little bravado to them. I'm more comfortable actually coming from small to going big, because that's what I do. You need to be scrappier. You need to build self esteem more. I think big needs the reverse a lot of times. We need to make sure they don't waste their money, because the sorrows of riches, or what is it, help me. What is it called? Anyway, right, thanks for being there for me Andy. The spoils of riches or whatever it's called. They have so much money sometimes they just mail in and waste a ton of it. I think a lot of time our biggest brands need a huge level of humility. It's really the yin and yang to each other. I think the small accounts need that bravado and self esteem and like we can do this, screw the big guy. If we're smarter we can beat them. They're wasting money on TV and other dumb shit. Big accounts stop wasting money on dumb shit, you're not as big and as cool as you think you are. Somebody small can come and catch you. Those tend to be the two different religious pillars and they're very important and having those strategies at the top really do matter. Oh, right. It's on me today. Great job, India.

Gary Vee, Do you think people's attention is reaching a max? I. E., it's now a fight between social platforms to grab the pieces. - I think I understand the question. We only have so many hours in a day, right? I think the basis of the question is very simply how many hours of attention are really up for play? You've got television. You've got sleeping. You've got eating. You've got working. You've got your phone that has tons of content. You have video games. going to the bar. You have fantasy football. You have all these things pulling at your attention. You have your kids. You have your book club. There's only so many hours. The leisure hours or the consumption hours have absolutely stayed the same while the amount of content vying for that attention has exploded. Our grandparents had three goddamn TV channels and two newspapers and two radio stations vying for our attention. That's how you got big. That's how Walter Chronkite was the most famous person in America. Now we have massive fragmentation, and so yeah I think the attention has not. The attention has stayed stable while the things pulling at that attention have grown exponentially especially over the last 15 years, and the internet has I mean if you think cable television or video games of the Nintendo era, or all, or Direct TV then later compares at all to what the internet is doing. It's 1,000 to one. The web and the phone, I mean the phone has become. It's unbelievable to me how absolutely essential that phone is. Xander dropped my phone on Sunday and me and Matt were scrambling on Monday. scrambling, because Tuesday I was going to LA, and I didn't have my phone for 15 hours and I was freaking the hell out. It was unbelievable. It was kind of chill actually, but it only worked for me because it was Monday, Labor Day into Tuesday and I was home with the family. If I was not have my phone now. The only time we ever fix my phone otherwise is when I'm in the office. I'm here, okay, but literally I was walking around with my laptop. Thank God I had my update on my iOS, so my text messages were coming in as chat, but otherwise I would have been like whatever. To answer your question, yeah I think it's a war. It will be a continuous war and the size, the big things in our society are gonna be smaller and smaller, because everybody is gonna go into their niches. We're gonna micro celebrity, micro trends, that long tail is gonna be really, really, really long. Real long, super long. Great episode. Tomorrow is one of the most special episodes in the history of the #AskGaryVee show. I will actually say on record right now it will absolutely be my favorite all time #AskGaryVee episode, 100. Throw up the 100 emojis and don't forget, Staphon. You keep asking questions. 'Cause the statement of the day, we've done that. I'll keep answering them. (hip hop music)