Broken Models and Guys with Clickers

Dan just said he's given 500 bucks to the next person asking a question awesome man congrats give it to him Dan I'm waiting for that by the way um how you doing Craig cos cond asked how are you hey Craig how are you um quick question so yeah what you just mentioned it's really interesting right it's the idea that you know somebody can see the kind of direct results that my content has you know Green Mountain Coffee they can s many cups so for a larger purchase item right where think about autos for instance right it's like average like you know use eight to 10 different sources to actually buy your product and you're only making that product purchase once every couple years for a higher ticket item how do you use an attribution model right to kind of go back to are you actually getting lead gen are you actually moving Vehicles so I this is like the most interesting question for me in the whole Space especially around social and the content within it the answer is you use the same model you use for everything else right it's an impression somewhere along the decision-making path right and so a lot of people come to me and like well what's the ROI of the social media content we're producing and then I'm always asking them cool like awesome and this was a real question for me asking them because I was just getting into the industry I'm like well how do you do it for outdoor media your print how are you doing it for your commercials and the answers were straight garbage [ __ ] right I started like calling my you know nerd [ __ ] friends at MIT and they're like this is [ __ ] math I'm like right and so like you know so the funny thing is I continue to try to figure out when they ask me that question why they don't have an answer for any of the traditional [ __ ] other than [ __ ] neon's told them you know it's you know it hurts right you know you like the math that I have a national I have a a big television client and they're spending so much money on outdoor media right and I'm like cool I'm like by the way as you're debating my scope over here for this [ __ ] nothing money that you put in one [ __ ] billboard in Kansas can you explain to me what the ROI of that billboard is and nobody's ever got an answer there's models there's things that our industry has accepted you know you're company in the print business we've accepted three times circulation when I finally learned a couple months ago what that meant was oh Jane might leave her [ __ ] Vogue in a bus and I might come up pick it up and go to page 147 and see the [ __ ] Jaguar ad right I was like [ __ ] that's [ __ ] up right circulation right eight respect good brand right so you know I mean I think that a lot of things have been accepted in this world and it's funny you know now that I'm not in my wine shop which is over there in New Jersey every time I come once every two three months everything's broken when I was in it all seemed right I'd been in it my whole life you know I was so successful but it's like [ __ ] with a new eye it's like so many things are flawed the things I've learned from other areas I feel like I walk around in this world and I'm like wow how like wow right you know you come with fresh eyes I think that there's a lot of [ __ ] that is being accepted that is not true I mean you know some dude stood at the top of that building clicked how many cars drove by multiplied it and came up with a price for the billboard that's on you know the I mean it's ridiculous you know as I told that client and I like to say in Keynotes and some of you have seen this um you know when you Dr when you know we're in New York so you know a lot of you might be from the West Coast when you're home when you drive the next time watch how many people out of the five people you drive past are on their cell phone while they're driving at least three of the five at least so I always tell my clients I'm like people aren't looking at Billboards they're not even looking at the [ __ ] road anymore and so I think it's every person in this room's job to care about one thing where are the eyes and ears of the end consumer and are shifting that last panel they're clearly in Mobile but very honestly I've been like obsessed with mobile for the last three years it's all I think about most of the things I invest in I'm trying to figure out how to storytelling it but now very honestly after playing around with Google Glasses I'm like [ __ ] I'm like all right now this right and so like what's going to happen when somebody goes into a supermarket and my client's product has some bad news on it and when they look at it it's physically going to be there and giving them information about the recall or why it's not healthy I mean you know it's we're not going to need McDonald's to put the calories on the sign we're going to get it if we want it based on the apps we put on our Google Glasses and that's 36 months away it's going to be here in a heartbeat so at the end of the day we can talk about tactics in here all we want and we should be executing because it matters but I think there's a philosophy shift that needs to happen overall which is we have to start from the consumer not from us I think there's way too much us talk and US think what we want what's good for us this will be good for us if this happens if you reverse engineer what they want you have a far better chance of the conversion that we're all looking for