Video Transcript

00:09 Eric Schurenberg: So, how do you use the platforms? How do you use them differently?

00:12 Gary Vaynerchuk: Psychology, I'm getting up, I'm pumped. Ready? Ladies, when you are on Pinterest you are in a different mindset than you are when you are on Facebook. The psychology of a Pinterest user is they are looking up pictures for many reasons, but the two core that I see from what I look at in the data is intention to buy. You are literally pinning things that you may buy or aspiration. Right? Which as the magazine industry lived on forever. I one day wanna have a kitchen like that, pin. I one day wanna go to that place on vacation, pin. So, the picture, if you are an organization here that sells flowers or avatars or whatever you sell. The picture that you have to put in there when somebody is of the mindset of intent to buy, or aspiration is very different visually than the picture that you put out on Facebook. Which is, they are just collecting information about the things and people that they care about. That's context. And that's what nobody is respecting right now, that's why I felt compelled to write another book when I thought I was never going to. Because we are missing the context of these platforms, we call them social media.

01:24 Vaynerchuk: When you put out a tweet, if you don't attach a hashtag that is trending at this moment with that. Not creating a hashtag that you want, but using a hashtag that's actually trending on Twitter. You are leaving an enormous amount of upside and virality on the table. And so, I know that's a little nerdy 'cause some of you are like, "What the hell is that freaking trending hashtag?" And so, there is an education needed about this, but the context really matters. Instagram skews a little younger, it's getting older by the second. The picture that I would put out for my book or my wine business on Instagram 24 months ago versus today is different. 24 months ago it was really 14 to 22 year olds. Now it's gotten older, so I would go about it differently. What time do I post something? If you post something at 9:00 O'clock in the morning Eastern, it's 6:00 O'clock in the morning West Coast. Your fans aren't awake yet, or just getting into the routine. It's all this stuff. How many characters? How many people here are thinking things like, "If I put more than 137 letters in this Facebook post, I won't do as well." Who is thinking about that? Answer, "no one." That's why I wrote the book.

02:34 Schurenberg: You left out Tumblr?

02:35 S2: Animated GIFs, right? Who knows what Animated GIF is? Raise your hand. So, if you are gonna go story telling on Tumblr, that's how you roll. 'Cause that's the slang of that platform. So, you take that same picture that you put on Pinterest and then DJ it for Facebook, maybe put some copy over it and then you take it again and you re-edit it. So, it's animated GIFs on Tumblr and that's how you go, it's kind of like life. Depending on what setting you are in, you are wearing different clothes and you are talking different talk. You are talking more professional in your office, and you are wearing more conservative clothes than when you and your girlfriends go to Vegas for a girls' weekend.

03:14 Schurenberg: Alright. You've got more than a million followers on Twitter?

03:20 Vaynerchuk: Yes.

03:22 Schurenberg: Is that something that the businesses in this room should even try to do?

03:25 Vaynerchuk: Sure.

03:27 Schurenberg: And before then, how do you measure the return on that? What are the data you should be looking at?

03:31 Vaynerchuk: A lot of different things, but ultimately what you should be looking at is how does your right hook convert, right? What I look at is, sure I'm looking at my engagement numbers, re-tweets, favorites, how many people are replying to me? But ultimately when I say, "If I brought you any value ever, buy my book right now and link it to Amazon." If that doesn't convert, all that romance led to nothing. So, it just depends on what moment you are at. Listen guys, everything I believe in is bringing value to the other person. I think the best sales people in this room, sell things they believe in and actually care about their customers. That's who I am. I will always sell things I believe in, and I will always give a real ... I actually care 51% to the customer and 49 to me. 49% of a lot is a lot of money. If you take that philosophy and you apply that to story telling in the places where customers are actually spending their time, you win. And the problem that I had is not how much time you spend on social networks, time, energy, money. That's actually not the thing I'm concerned about, believe it or not.

04:36 Vaynerchuk: The thing I'm concerned about is how much time and energy and money are you spending on the other things, that you've always been spending money on that are depreciating in value at a rapid pace. Let me explain. By show of hands, how many people here when they watch television now besides live sports, DVR or on demand, all the shows they watch. You watch TV when you want to. Raise your hand. Great, everybody. How many of you have fast-forwarded every single commercial this year? Please raise your hand. Hold on. Just 'cause I'm gonna take a picture, I need this. Just do me one favor, do old Gary one favor. If you just raised your hand to that, if you fast-forward every single commercial that you were watching on this year please stand up? I need to take a picture. Please stand up if you... This is insane.

05:28 Vaynerchuk: Thank you very much. Sit down. Meanwhile, 80% of this room. And lets call it what it is, let's be honest with ourselves. We aren't the young whipper snappers with technology. 80% of this room is not consuming commercials, and my brands are spending billions of dollars trying to tell you a story where you are not. And that's what I'm passionate about, that some of the direct mail, Google announced that Google AdWords click throughs are down 15% this year.

06:01 Vaynerchuk: Google did it. So what's the real number. We are living through ever-changing times, right? And communication is being disrupted and we have to communicate to our customers for our businesses to survive. And if we don't know how to do it or where to do it, we lose. And better businesses than ours have lost by not innovating. Blockbuster decided 'Netflix' wasn't a problem. They were wrong. Right? And you guys are all living... Here's where I get really pissed. You're all living these habits as individuals but then you're marketing in reverse. We need to market like the year it's in. The one that we're actually in.

06:45 Vaynerchuk: And a lot of people are marketing and I looked a lot of the businesses out on the list and are here. There's a lot of people in this room marketing like it's 2007 in a 2013 world and we need to adjust. We're wasting good dollars and energy on things that we've accepted and not applying it towards where the world's going and where we know it's going. So we need to understand mobile, we need to understand social, we need to understand 'ADD' culture and most of all, we have to respect the change we're living in.

07:11 Vaynerchuk: How many people here by show of hands get pissed off when somebody actually calls them on the phone?


07:21 Vaynerchuk: Can you, high, one more time, just trying to get a sense. I just want everybody to know something right now. 50% of the human beings in this room just admitted that if somebody calls them they get pissed. Do you know why? Because we live in a world now where we should be doing what we wanna do on our time, not somebody else's. When I missed 'The Wonder Years' at 8 PM on a Wednesday night, I missed it and I was forever missed. I had to wait for the summer for re-runs and try to catch the one that I missed.

07:55 Vaynerchuk: Now we get what we want when we want it. You're calling me, I'll get back to you when I want to. I'll text you. We're in an in-demand world, we don't want ads. We want to get away from them so we have to figure out how to natively tell our stories. The way to do that natively, is to integrate into the normal stuff. I'm looking at pictures of my friends' babies and then I also get a piece of content from a brand and if it's actually good I'll do something with it. If it's trying to sell me shit, I don't and then I stop seeing it. Got it? Cool.