#AskGaryVee Episode 79: Pencils of Promise, Business Reviews & Television Advertising

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#AskGaryVee Episode 79: Pencils of Promise, Business Reviews & Television Advertising

Gary Vaynerchuk 12.03.2015 36 969 просмотров 216 лайков

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#QOTD: How many of you ACTUALLY watch television commercials? #Timestamps: 0:00 Intro 1:16 - What is your "but" and how do you get off of it? What's the biggest 'but' you hear from others that's holding them back? 5:03 - Is there value in a brick & mortar riding social trending topics to get engagement on their Facebook page, even if the engagement is coming from people way outside their marketplace? 6:58 - This summer I am biking across Canada for Pencils of Promise and documenting daily videos on YouTube. What other jabs could I use so I am not just right hooking for donations? 10:13 - How do we deal with reviews that could impact our business? 13:08 - When will social marketing spending be bigger than television commercials? #LINKS Music in this episode by: www.gonequitemad.com Check out Brendan's awesome video: http://instagram.com/p/0BWK4uOZqX/ Fred Wilson on Twitter: https://twitter.com/fredwilson Submit a question: https://www.garyvaynerchuk.com/what-youll-need-to-get-garyvee-945936926.html The amount of "buts" I hear is actually stunningly overwhelming. I pride myself on not being a but guy (no double meaning intended). The buts that I hear the most are "I didn't have any money", "I didn't have a chance", "I grew up in a poor neighborhood", "I didn't have a mentor". People are loaded with buts in life; that's why the majority of people fall into a standard life. For me personally, my "but" is usually that I love the process and the climb. If I don't achieve the maximum upside in my career, it's going to be predicated on the fact that I loved the climb too much. I liked the grind too much, and that didn't allow me to scale and create the level of wealthy needed to pull it off. But I do hear way too many "buts" from people. But is an excuse. BUT ... :) before I finish with my ra-ra scenario, let's understand that there is some very real stuff going on in the world. You could be born in a part of the world where there is a dictator or communism. Do I think it's easy as to be a female entrepreneur in the Middle East as it is to be in New York City? No. Of course not. Just like any white male born in a semi affluent environment is bound to have a leg up on minorities in poor communities. But there is a flipside to this. The hustle that you get from coming from the grind is a huge advantage. Some people think you're dead on impact, that you have to stick with the restrictions you're born in; that if you're born into a bad situation, you're bound to fail. But I think being born into luxury is worse because everything comes so easy and you don't know how to get anything. It all comes down to how you operate and how you look at the world. But I will tell you this: I hate excuses. I hate them with all my heart. When something is wrong with VaynerMedia, that's all on me. I love taking that blame and not passing the buck. I take pride in taking the blame. Stop making excuses and work. -- 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

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Intro

on this episode I talk about negative reviews that are anonymous the butt and the climb everybody this is gary vay-ner-chuk and this is episode 79 of the askgaryvee show thanks for being on with me meerkat what's up yeah I don't know a lot to say actually you know I really just don't I think we should just get into the show and focus on growing a beard the Jo how do I have nothing to say Darrelle Revis has come home nothing is more exciting to not only get back one of the great jet players of all time while he still could have some really solid years in him but to take them from the dreaded hated awful disgusting war stabber New England Patriots has been just a tremendous feeling and I'm very happy about it Doral welcome home Theresa asks what is

What is your "but" and how do you get off of it? What's the biggest 'but' you hear from others that's holding them back?

your butt and how do you get off what's the biggest button you hear from others that's holding them back Theresa the amount of butts that I hear is actually stunningly overwhelming you know I pride myself in not being a butt guy and so I think that i think that the butts that I hear all the time I didn't have any money I didn't have a chance I grew up in a poor neighborhood I didn't have a mentor I didn't get the lucky break people are loaded with butts it's why the majority of people fit into the standard of one's life right whatever those ambitions may be I think that for me my butt is usually but I love the process I love the climb when I don't achieve the maximum upside in my career it's going to be predicated on the fact that I hedged about loving the process and so within the context of finances I didn't buy the Jets because but you know is really that whole thing is because oh I liked the grind too much and that didn't allow me to scale and create the level of wealth I needed to be able to actually pull it off that's my narrative and so that's my but I love the process the amount of butts I hear though are just everything and really there you what but is it's an excuse and now look before I finish with my Rara scenario let's very much understand there's real stuff going on in the world I mean you may be born in a part of the world where there's you know a dictator or communism or Justin or you know do I think that it's as easy to be an a female entrepreneur in the Middle East as it is to be in New York City no I do not do I think it's you know do I think that it's harder for somebody that's born in Mississippi a non-white male in America as it is for somebody that is born in an L a white male to succeed I do but on the flip side let me flip it I think the hustle and the grind of coming from the grind has a big advantage I see a ton of people some people think you're dead on impact because you're born a minority or you know or in a bad spot or to a drug-infested home that you are you're predisposed to losing ironically in my weird twisted brain in the game that I play the hustle game the but the real climb like it's almost equally predicated on your spirit and your gusto as it is on your skill set I think a lot of people that are born into Kush are in a setback situation because it's going to come so easy and you know so I just think it's how you optically look at the world but I will tell you this I hate excuses man I hate him with all my heart I really take enormous pride and I mean it I just had a we had a hard core where I got a mean I don't know if any of you were here vaynermedia meeting on Friday where I talked about stuff and I'm always scared and I don't know the team believed me when I said hey look before I start this is my fault but I really mean it I take pride in taking blame it's crazy you know xx this Jets Patriot thing I see all these Pat fans making fun of me right yesterday and I feel sad for them that they've won four Super Bowls I like the climb and the grime and they're trying to win it right and that's kind of how I think about butts and blames and excuses I take pride and I like taking the blame and my whole company in saying this is my fault even though I know there's so many other people that are at fault as well I'll take that on me and so you know butts are bad but they're not as obvious as I think some people may think Robert

Is there value in a brick & mortar riding social trending topics to get engagement on their Facebook page, even if the engagement is coming from people way outside their marketplace?

asks is there value in using social to engage with customers even if they're not in your market and will never buy from you Robert this is a great great question because riding the hashtag I write a blog post about that thing you know and all that stuff but your questions the right question which is what's the ROI of jumping in so the Apple watch comes out and everybody's talking about it what's the ROI you know Twinkie putting a Twinkie on their wrist and saying yeah this is our version of it or riding a trend and putting out content of what everybody's talking about whether it's that new technology a new app meerkat a new celebrity you know whatever it is if they are not likely to buy from you look I think the value is very low and I think that may throw somebody for a loop but the truth is the one upside is the homerun the anomaly which is you get somebody because they care about that trending topic and they amplify you which then brings people awareness to your high-end shoe store or purses or your fifty thousand dollar pieces of art so as people have become the infrastructure of media distribution riding the conversation of what people care about with the hope that they create the retweet the reblog the share that then creates the amplification of awareness to somebody who is connected to them does have some Hail Mary some rogue longtail upside but speaking to and communicating with people who are not going to buy your product no matter what does not have enormous ROI never did in the old world has a little bit more now because they have the opportunity to share it and become bring awareness to people who may buy but it is absolutely limited and it's a tactic that needs strong strategy around it Brendan asks I'm biking across Canada

This summer I am biking across Canada for Pencils of Promise and documenting daily videos on YouTube. What other jabs could I use so I am not just right hooking for donations?

pencils of promise and documenting my daily videos on YouTube what other jabs could I use so that I'm not just right hooking for donations hey Bren you know as a proud board member of pencils of promise I want to thank you personally for your adventures you know the jab content-wise obviously even this little question had a great content beautiful views India was really taken aback and so let's just show India being that was amazing uh and so you know the jab that I'm looking for from you is you're in the mindset of you know you didn't take this biking adventure for kicks and giggles obviously the charity component is in you but it's not the only thing people always do things that are selfish to them at some level so you want to create video content and document that maybe you're a documentary thing you know you're using this great thing you're doing as a global jab to maybe bring you awareness to an opportunity in the future I want you to take a step back because I think you can do all the jabbing right put out good content on Instagram and snapchat and Facebook and different native you know the book Jab Jab right hook and respect the platforms put out good content the one thing that I think is missing from a lot of people's repertoires when they're in this world is the listening the Bionic ears of what Twitter searches if I were you the other jab you can do at scale is to go into Twitter search and search people who are talking about pencils of promise and then jumping into their conversation and not jumping in and saying cool that you raised money like oh I raised forty eight dollars for pencils of promise in my school book fair fourth grader tweets right or the mom of the fourth grader you don't jump in and say cool I'm doing this watch this that's too much of a right hook you jab within the listening oh I like that your and so what you do is you jump in there and say that is phenomenal and just by you interacting with that person right they're gonna maybe look at your profile and then they'll see your latest three or four tweets were around this content and now you've really double jabbed into the funnel of that donation right you jab within the listening you jabbed with the content that became the Gateway to the donation or whatever you're trying to achieve the awareness so a shitload more Twitter searching think would be a tremendous opportunity as a matter of fact this is an enormous opportunity to do a humble brag so do you reckon gonna have to do some editing for this episode because I want you to really take over the screen and maybe use some music maybe non hip-hop music and so what you can do is take over the screen for 10 or 11 seconds so when people really absorb this very proud moment of mind which is some data has just come out of who has spoken in the social sphere to the most individual people and you can see I'm enormous ly proud papa of my execution of being number one and Steve I don't know if you saw let's show Steven his reaction to this not only was I number one we're double number two I mean it was like then do you saw the data right like dismantled well I think as an effect number two three and four combined probably get close to my number I'm very proud of this and I think it speaks to the advice I'm giving you here so it was funding answer your question but I was maybe even more fun to humble brag that I'm number one and I'm actually talking to people and that's why there's ROI Nicole asks how do you

How do we deal with reviews that could impact our business?

deal with reviews that could impact your business Nicole is a great question one of the reasons I had always been a big push against cup guy I don't know what that means why I was a loud advocate in the other direction of things of Yelp and other things of that nature was they were anonymous reviews and I knew of PR agencies that were getting paid to leave negative reviews of their competitors stuff which is why I was always a big fan of Facebook and Facebook Connect real identity there's two things to understand one I do think anonymous reviews and an honest review sites are losing their equity I do think that Steve and an India and all of you watching and everybody at meerkat what's up you know I love doing that take anonymous reviews with a grain of salt right like that's changed like from 2004 compared to now you just take them with a grain of salt because we become cynical to knowing people do it on purpose the big thing that I think you should do when somebody you're right we live in this crappy world where you guys are serving at a restaurant I'm Yogi's and restaurants cuz they feel or an airline airlines are doing things so right annika like they're flying planes machines in the air I'm crossing the world at scale landing at the proper times leaving keeping us safe they've given us Wi-Fi in there it's cozy there these are big machines feel like flying through the air and if it's like eight minute delay you're like [ __ ] you Delta I mean it's crazy talk anyway so you're right you know we don't get the credit for the good we get dismantled for the bad right like the athletes that are doing wrong things all over the place all the ones that are doing charitable things and great things nobody wants to cover that it's just unfortunately the way it is now huh did it I did a my boy a time get a rare Davies may gonna come back and that makes me happy I can't wait to see what he did make sure you email me that moment because I don't watch the show I think that you should jump into any yelp review or any Foursquare review or any review any negative review that you have to jump in and answer every one of them immediately hey salty pants 49 call me here's the number I'm super upset I don't understand I remember you know don't fight it you know fighting it is feeding the wrong energy you're a business this is their opinion they could be wrong but you need to at least have one more level of empathy and listening before you get into the fight of it so the way you can handle it is by jumping monitoring it and jumping into all of them because the optics of you jumping in to the rest of the world is actually more powerful in the amplification of who and what your intent is and the depth of actually giving a crap about that one person

When will social marketing spending be bigger than television commercials?

really matters hey Gary here's my question when will social marketing spending be bigger than television commercials Fred great question first of all if you guys don't know who Fred Wilson is then you know nothing about the start-up VC community in New York or the world one of the great VC's of all time Fred I don't like you for that I like you because you're a Jets fan without rivas can you believe it so Fred great question I appreciate you asking it know my gut answer and I'm gonna use social as current digital platforms let me explain why my answer to that question is somewhere in the ballpark of 35 25 22 years long and by then I don't think we're gonna be calling them social networks we're gonna evolve to whatever they are but digital is eating up a lot of TV but the web's been around for 20 years the consumer web since 95 in banners and email and Google AdWords they're still not making an enormous dent against television now we've got over the top i my prediction is 22 years because all these things take longer I also think advertising in general is gonna change if the money's gonna go into content and it's all going to be native interwoven much more but you know I'm not sure if I'm right about the year twenty twenty two years out twenty thirty seven but what I will tell you is this Fred that the TV commercial industry is in the early stages of looking very similar to the late years of the newspaper advertising world it was Craigslist that really was a very important kind of watershed moment to the death of newspaper advertising and I believe that it is Netflix that is the same to the TV commercial world because as everything starts going over the top and people don't want to consume commercials and really could even say DVRs right TiVo probably was the first precursor to it but we're well on our way but you know question of the day how many people in this room actually watch television commercials and I don't mean in this room I mean the people that are watching I mean meerkat give it to me right now everybody's watching when they want to how they want outside of live TV shows which are you basically you know live result shows you know award shows and sports it guys without sports the TV industry would be in such a different different place I ask my question of the day I really enjoyed my mood here it was a very kind of like interesting mood it's an interesting mood episode 79 80 coming up only 20 more shows before we hit 100 you keep asking questions I will keep answering them

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