Social Data Week Q and A

I was just listening to what you were saying and to me what's fascinating is that um the combination of the emotional and the data so which world do you think will start winning before everyone gets wise will it be the emotional side data side before we get to that hybrid child it depends on the judge right like it's a human a flu a flawed human being because we're all flawed a human being will make that decision so in some organization it's going to be the creative because the decision ision maker likes creative I mean listen we lose business in my agency because we're asking people to story tell 24 hours a day it's hard news alert if you're still confused marketing got [ __ ] hard right and so we have a lot of people who'd rather shoot a television commercial because here's what you do if you're spending a lot of money on TV right you spend lots of time on it so you have tons of time to not mess it up right number two you get to go on the shoot a lot of times so you what sounds more interesting putts around with something for 6 months and then go to New Zealand for two weeks and be on the shoot and really not have to do anything and then God forbid if you get lucky you get to go to the south of France and catch a reward or what I pitch them which is you can't sleep ever again the customer matters and you need to put out content every day and if you put out the wrong piece of content it could be bad I mean it's like not even close right so that decision is there but if somebody's a young Progressive marketer and they're thinking about their future and the Legacy and they know this is right they realize wait a minute let me ride this wave because this is going to help me long term so the real answer is if the CEO of a entrepreneurial venture is a datadriven gal she's going to go with the data that's who's going to win if the CEO is a guy who used to be the former creative director at RGA he's going to go with the creative it's the judge is the answer to that question you keep mentioning storytelling I'm very passionate about that as well but we're here to learn from the experts we love best practice yes was there a storytelling moment within your organization that you went to bed at home that night and thought that was perfect no

was there anything that came close to perfect you know it's not perfect you know to me it was funny I realized something I'm a big boxing fan hence the title of my new book jab jab right hook and obviously there was a humongous fight this Saturday and like you know I'm watching this guy Floyd Mayweather and he's supposed to maybe be finished eventually one day it might happen but it still doesn't and I'm watching the way he fights and I understand boxing extremely well and I'm like somewhere around the seventh round I'm like Ah that's how I'm a that's how I am as a businessman I'm a counter puncher see nothing can be perfect for me because I never set out to do anything I set out for one goal professionally I have one goal to buy the New York Jets right and so that's my goal right there's no in between right every decision I make I'm being serious I think about that and so what I'm doing my whole life is I'm counter punching I'm reacting to what the consumer is doing and I'm giving them value in return and so for me I've never thought of campaigns right there's never that's never been in my mind as a matter of fact even the campaign work we now do comes from insights from the micro content we produce that GE 6C science which is a huge win for us right now in the advertising World it came from one vine video that over indexed it datawise made us pay attention then made us do more creative it over indexed datawise we felt confident that there was something there and we pitched a bigger campaign that's counter punching for business instead of sitting in a room you know and being creative and being like I got it unicorns right like that you know and so you know the reason I say never perfect because for me it's always it's kind of like hedging like if you're responding and you're if you actually give a crap about the end consumer you have the ability to with the data we have in place now actually listen to them if you actually then want to deliver on what they want whatever that may be you're going to win if you can find a way to actually extract some sort of profit from that you're going to win and so that's what I spend my time on how can I do things for other people you know jab jab right hook give give ask yeah now that's the question that's coming up now is about the influencers we've heard a lot today about the power of the influencers did you caught the influencers and when do you finally close the deal are we

talking about influencer marketing to an extent yes so this is an interesting conversation um I struggle with influence marketing because I believe that the consumer's [ __ ] radar is much better than it was a decade ago and that you know when you think about extracting value from somebody else to endorse your product that's great and it's fine and it can be a moment but you're not building equity for yourself you're borrowing Equity so I'm not a big fan of it in general though I did start a Vine agency to rep Vine celebrities um because I do feel in video form and like branded content you can do a little bit more for example I would I've never ever you know as somebody who had a lot of Twitter followers I've never tweeted a tweet for promotion purposes I've never done any business on Instagram or Pinterest with the influencers on those platforms for Brands because I think there's a lack of authenticity that I think the consumer understands I mean listen I have never seen a tweet from a major celebrity that I've known has done some sort of branded con like paid tweets before and not think cynical that they're just pitching that product which then gives you no emotional Equity to that product if not it may damage your equity on the product here's another one let's talk about EQ for a quick second derell Rivas you know who that is he's a jerk he left my New York Jets to the Tampa Bay Buccaneers right in May and June when it was obvious that they were going to trade him I was on my phone constantly I was looking at it every five minutes every moment I had to see if they traded him right and I'd go to espn. com during that period I probably went to aspen. com in that two weeks when it was hot I probably went there four to 500 times just refreshing it right I you know just to see if I could see it during that time Samsung was running a popup ad right so the data will show you that during this twoe period user 49474 347 that's me right saw 400 Impressions and had nine click-throughs my thumb's a little fatter than I'd like so I actually hit the ad instead of the X right back home at the agency at Samsung that's a great click-through ratio and some nice Impressions and they're high- five meanwhile in real life I texted my wife on the 20th day of this and said we are never buying a Samsung product again ever more importantly I've tweeted to my million fans I am never buying a Samsung product [ __ ] Samsung I'm telling you [ __ ] Samsung and so the data shows success within the context but the emotion that I had for an ad that is so intrusive it's one thing for a banner or a pre-roll or things of that nature but in Mobile where the whole screen gets taken over and I can't get to I want and 3 seconds actually now actually matters to all of us right time is the commodity we value it's in my way and now I hate that brand I don't like it though the data back home looks pretty awesome please welcome the CEO of Samsung I'm only kidding um so last question because time is almost out yes some of what you're telling us I have to be honest is conflicting with some of the wise words from our panel well they weren't wise so well there to be Middle Ground so on the Samsung example one of the points from the panel was keep swinging even if you miss what is your position on that I'm guessing that's not the way to do it and this is all about building up so I don't know the full context and listen every there's a million ways to skin a cat and I'll be very honest I'm the first to admit I'm running a marathon in a sprinter's world so what I sell and what I believe and what I drink and the dog food that I eat is not for everybody if you want results in a quarter you've got to mix other things but if you give a [ __ ] at all about certain things like I don't know your Legacy or long-term value or the health of the business you actually work for the stuff I'm preaching needs to be very seriously considered last question is a yes or no did you send the champagne to the dad did I yes I did ladies and gentlemen Gary vay thank you very much very nice thank you so much right thank you sir