NERVE 2014 Full Q&A

what's your name my man uh hi my name is isan so kind of shuttle between New York and Delhi set up our first inance business way back in 1998 um I'm going to pick up two aspects of what you talked about first thing you said was when marketers get to something they kill it yes don't you so secondly you talked about the Facebook Back Pages yes I recently booked tickets uh and hotel room in England post my booking my Facebook news feied was suddenly filled with offers of hotels and L that's right it pissed me off correct don't you think Facebook is now over marketing itself to the last point we had that is becoming an invasion of privacy where I actually raised my hand and said don't call me send me a text if you want me to call you back not yet why do you say that because I look at the sales the numbers the only reason I your theory as I set up is 100% correct that they will come if Facebook stops innovating Facebook impresses the [ __ ] out of me they're the only company that has continued to innovate when they started going into not showing every page of stuff everybody complained what I realized they were doing was they're trying to protect the thing they care about which is they don't want to piss you off you've decided to be pissed off by that and that's great and I don't disagree and as everybody gets good at this and everybody does it that will happen the reason I tell you that I don't agree right now is because I'm looking at the numbers we have growth in conversion not decline will come decline will come in 15 or 16 and 17 and then I'll look at it and I'll be like aha Decline and then I'll start worrying about some other [ __ ] that's it but what I do know is that sem is down 177% in click-throughs this month that Google AdWords which I would have sat here in 2003 and yelled about and I would have said it would have been ruined and you would have asked me you know I don't click them as much anymore because I used to like when Google was clean and I would say you're right and I'd say but not yet and you'd say why do you say that and I would say because I see the numbers and then that decline started happening in 2012 because we got Behavior ised right and so that's my answer my friend Marketing in the year that we live in too many people project what's going to happen too many people don't want to agree with what's happening I don't give a [ __ ] I just care about right now your buddy dick what's your name

Scott your buddy dick the Instagram snap CEO like how did you land him as a client did you use things like Instagram and Snapchat or did you use you know old school methods to land him as a oh I like you what's your name again Scott still Scott I appreciate it this is a great great question the answer is both him Word of Mouth of another client the work we did word of mouth oh by the way if you're curious what social media is it's the plumbing of Word of Mouth in our current Society if you're wondering But to answer your question because I know where you're going let me paint you a picture of the $4. 7 million account that I just landed using social media only in a way that nobody thinks about social media so there was a CMO of a company I really wanted to get to right and had no real angle um you know I have a big brand so a lot comes to me but I wanted this one it was strategic for a lot of reasons so I followed him on Twitter if who's in B2B raise your hand awesome so most of you are sitting here and saying cool but for B2B it's different Let Me Explain how it's not different I built a huge b2c business I'm currently building a huge B2B business I'm both I'm really not prejudiced to either I promise you B2B is easier let me explain why unlike B Toc you know the [ __ ] name of the person you're selling to let me just say that one more time you literally know who the [ __ ] you're selling to whether you know their name you definitely know their title it's ludicrous I'm so pissed that I was in B Toc for all those years this B2B [ __ ] is [ __ ] awesome so I do this every time anytime I want to sell to somebody in a B2B context I take their name I go to something called Google I put it in I hit the space bar and I hit Twitter and I find their Twitter account 30 to 40% of the time that person is on Twitter sometimes it's they not that's okay but this time that person was and then I started following them and I didn't hit them up with a tweet and say hey check me out hey check out Vayner media hey look at all this insane work we're doing for GE or Ritz or all that stuff I didn't do those things uhuh I didn't try to throw a right hook on the first date right I didn't do that nope what I did was I listened and I found out Scott that this guy is a huge St Louis Cardinals Fan because that's what he talked about and so what I started doing Scott was doing all the same stuff that you and I have been doing for 20 years but we've been doing them over Stak dinners and golf and really inefficient ways like that and I started using Twitter to listen to what this person cared about and I started mapping his emotions and when you map somebody's emotions you can exploit them for sales and so I started talking to this guy about randomly I wonder if I drafted Colton Wong on purpose or because I was strategic but I drafted Colton Wong up start second baseman of the St Louis Cardinals on my fantasy baseball team and I started talking to him about Colton Wong which made it very easy for him to look at my profile and see that I was the CEO of a social media agency at a time where he was debating the value of his got it and every person in this room can do it but it takes patience it takes time it takes being a great salesperson you know what a great salesperson is a listener most people suck cuz all they're doing is closing shortterm most of the sales people that drive great results for me suck because they're shortterm players it's just a close they're incentivized on the bonus on the close that's in front of them life and building actual wealth and building an actual business is a marathon it's an Iron Man not a Sprint all right and so that's what I do so I know where your question went and I can tell you right now I like them both I love being here I wish I didn't have to run and could say 15 minutes shake a hand get a bis Dev I [ __ ] live on that I grew up with that I love that I do the same [ __ ] at scale on these platforms same feeling you're going to tell me when you I love when people are like well it's not the same emotion I'm like really a letter that was written to you didn't have any emotion in it you don't get any emotion sure tone can be lost in a text or in an email face Toof face conversation too so that's the answer hi Gary I'm Joe Hey Joe um so

first of all thank you very much you're awesome appreciate it brother um I would like to ask you a question can I come up to the stage and do a selfie with you and the Holio behind us because I'm part of the communications of Brooklyn and New York and it would be really awesome to do that it'll just take a minute yes thank you let's clap it up for this man so I have something called a selfie pole have seen yep I've seen it awesome go let's do one like this so we get the side and then the other side you got it awesome thank you thanks brother thank you so much now if you think that [ __ ] would have happened in 2009 you're out of your [ __ ] brains Market in the year that we actually live in so Gary what's your name I'm hi I'm

Cheryl Baron hey Cheryl so four years ago you came to see us in EO New Jersey and you convinced me to establish our footprint who's from Jersey Transportation go ahead and so people now think our company is much larger than it really is because of that so that was an awesome event you know so you did affect us at least so now I'm asking you we need to recruit Freight agents to join our company and looking you know how could we use Instagram and Snapchat and stuff like that to do recruiting and get our name out there because that I'm really not able to figure out or what else you should go to LinkedIn you should search Freight agent or whatever title they would use you should map all those people you should run LinkedIn ads to Target them specifically you should also take those names put them in Google add the word Twitter and start talking to them you will convert at scale great you're welcome thank you hey Gary um David from EO New York

you came as well four years ago I guess you were on tour uh and you inspired me then uh I didn't think I was going to learn anything new today cuz I said I saw him four years ago what am I going to learn new and I was really unbelievable um so one of the things that uh I think you talked about a lot of great things one of the things that I feel was uh not talked about was the actual message yeah and I think that's cuz you're so authentic uh that's sort of I think helped your grand bro your brand grow um our target market is lawyers yep um so we're on LinkedIn we're on AdWords the right mail I haven't felt like it would be authentic enough to go on Instagram or V and yes I don't even use them uh but I guess not specifically for me but for everyone one of the things that I find when we go on Facebook or we go on that what do we do here's a discount code here's this here's that and I feel that it would be sort of yes lawyers are people but sometimes I feel it's hard to listen and have to stand out from the crowd from all of us bad marketers we're just saying discount code discount code so what is the how do you let all be authentic in our own yeah first I have a serious question yeah cuz that kind of blew my mind lawyers are people um uh can you flash the book cover real quick if you guys don't mind thanks for the question I appreciate the setup this entire book is predicated on your question the reason I wrote this book is you're getting to the real Crux of the issue which is the creative is the variable of the conversion right so what I did there was that I did a textbook for an F student it's case studies of what's good and bad content on all those platforms you can take it off got it so let's get into that for a second I first have to convince you guys that this is where the attention of the consumer is this is why I love doing Q& A because you've set me up for the comma the next part now if you believe you actually have to know how to storytellin Instagram and one thing a lot of you do cuz I looked at some of the people using the hashtag for this event yesterday I looked at their accounts and their businesses you use the same picture and the same copy on Facebook as you do at Twitter you even do the dumbest thing in the world which is you connect your Facebook and Twitter account so copy goes to both places because you've defaulted into thinking that social media is distribution but what they are is they're platforms to actually storytelling the psychology of the person in the platform when a 40-year-old woman or 22-year-old woman is on Pinterest her psychology is window shopping 3. 0 when she's on Facebook she's keeping up with her world that is a different psychology you need a different message you said the real thing my man lawyers are people and so you have a way better chance of closing a lawyer talking about fishing and golf and football and cooking or whatever the [ __ ] they care about and oh by the way Facebook knows what they care about and creating contextual ads that matter because we have tuned out the hard cell that right hook in that book it's hard to land because we've all stopped jabbing and when you know the right Hook's coming you duck and so the creative is the variable yes I'm authentic but I spend all my time trying to figure out what you want nothing else you know yes I have barbado and confidence and ego and whatever it is so it makes it easier for me to do my thing but it's really not that hard to do it's just that we want to say what versus the other person wants humans are flawed and humans are the ones that are making the marketing decisions and that's why so much marketing sucks [ __ ] you got it brother hey Gary hey

brotheru I have a question about bouru boric bourou yes [ __ ] awesome name um I wish my name was boru we do we can work on that we do uh we do B2B stuff and I have uh trouble deciding sometimes when to go after stuff with my personal social media or like the company's social media so where do you kind of like draw that line or how do you pick and go after stuff you know that's a good question the truth is that's an intuition game right that's like just a pure intuition game like there's not enough I mean if I sat and looked at the context and you're like here are the 15 leads I think I'd have good intuition to figure out where to go but that's like raw talent right that's like asking LeBron how to drop 33 you know like you know I don't know like [ __ ] do it like you know like I mean there's that's a tough one cuz that is really instinctual sales and you have a feel for the customer and which you know that's understanding that you know that's me understanding that six people in this room didn't like this talk because they were clouded by the dirty mouth and it made them check out and that's okay I respect that I really do it's tacked it's understanding and so you've got to figure that out for you more based on them than you back to the last answer right guys I'm pissed that I have to leave because I feel like we could have really jammed for an hour and I have no idea speaking after me but they're clearly not going to be as good and so um and uh I'm just kidding I'm sorry for speaking uh and I wish you guys health and happiness thank you thank you