Video Transcript

00:09 Eric Schurenberg: You have the capability of scaring us all with what we're doing wrong in social media. We'll start there. What are we doing wrong?

00:15 Gary Vaynerchuk: I have a new book, comes out November 26th. I'd like us all to take a moment, go on our phones and preorder a copy. [laughter] I'm not joking.

[laughter]

00:26 Vaynerchuk: It's called "Jab, Jab, Jab, Right Hook". My belief is that 99% of the businesses in this room on Facebook and Twitter, specifically, are either in one of two places. One, they've already jumped into it a couple years ago, and they're not seeing real ROI. Or, two, they're just really still disconnected from it. The far majority of you that are doing... How many people here have a Facebook page and a Twitter page for their businesses? Raise your hand. How many do not? Of the ones that do not, if you could raise your hand as well, are you a B2B business? Raise your hand. Okay. So, but many of us use it here, right? As a matter of fact, how many people here do not have a Facebook account? Raise your hand. Alright, real quick, can those 20 people stand up? Real quick, just for a second, no big deal, I'm not trying embarrass you. Just stand up, if you do not have a Facebook account. Alright, lets clap it up for these 20 pioneers.

[applause]

01:31 Vaynerchuk: Your horse and buggy is waiting to take you home after this. [laughter] Kidding, kidding. But, what we know is if you followed a brand, or as you use Facebook, as many of you do, or Twitter, we see a lot of crap, right? People just pushing out advertising, that's not what works. I call those right hooks, and I would say that 99% of you and most of the clients that I have before I work with them, are in the business of right hook, right hook, right hook, right hook. Because, my friends, all of us have been in the right hook business for the last 80 years. Now, I am going to get up, I got excited. Listen, we've been in the right hook business for the last 80 years, radio and television, and print, and billboards, and email marketing, and banner ads, it's pushing. You get somebody for a second, or two, or three and you gotta tell them your story and convert them. Social is more like email marketing, but email marketing, we didn't realize that we made that push too. Right? Email marketing was amazing and still has value, but its not as good as it used to be 'cause marketers ruin everything. Its what we do. So, we push too much.

02:37 Vaynerchuk: What social is about is bringing value. Jabs are bringing value. Jab, Jab, Jab, Right Hook stands for give, give, give, then ask. The problem is, everybody right now is just asking, asking, asking, asking and when you throw 15 right hooks in a row, you know what starts happening? You duck. You know what's coming. That's what's happening in social, thats why people are struggling with it and so, what I'm going to try to teach in this book as a utility, which is why I made 86 case studies on showing people that posting something on your Facebook page that's a little picture of the calendar of Saturday and Sunday, in a calendar, and saying, I want to wish all our customers a happy weekend, is a good idea.

03:15 Vaynerchuk: Its called a jab, it feels nice that they're not trying to take your business every time. I'm trying to teach people the perfect formula of give, give, give, give, and then ask. Its what I'm doing now, right? We're gonna give this keynote, but from four to seven, or from five to seven I'm gonna be in the Dell booth doing Q&A, and I'm gonna be giving people value. Why am I doing that? I'm not Mother Teresa. I'm doing it because I want to give value to people first, so that if I ever need something in the future, I want to guilt all of you into buying my book.

[laughter]

03:47 Schurenberg: Story telling is a key part of what you teach people to do, what do you mean by a legendary... That legendary story telling is kind of the level five. What does that mean?

03:58 Vaynerchuk: A lot of our businesses are boring, right? Like, why is Snoopy the logo for MetLife Insurance? Because insurance is boring, right? That's why they have cavemen and GEICO, and all of that, right and like, lizards. So, a lot of the things we do are not that exciting or not as compelling as watching, or reading, or following something else. So, we have to make it compelling or informational. The bottom line is this, my friends, to build a long withstanding business, that you can be profitable with, long term, you need to bring value. Maybe your product is just that awesome and that's awesome, right? But I think what we really need to think about are the stories behind the products and services we expound and tell, and spend money on.

04:47 Vaynerchuk: And so a story has to make somebody feel something, and I think most of us are just not doing that. It's a difficult proposition, a lot of people in this room are sales people, like I am. You need story telling skills, whether its your own or somebody with an organization. How do you make those products a little more interesting? The reason I was so successful in the wine business is because I sold every big named wine at cost. Kendall Jackson, and Silver Oak, and Opus One, and Dominus, and Groth, and Stag's Leap, I sold them at cost. Do you know why? Because I'm a great storyteller. You'd come to my store because I was selling Silver Oak at cost and then I would tell you this romantic story about this small Italian farm and this, that, and the other thing, next thing you know, you left with six bottles of Opus One and you left with three cases of Schmaka Maka Barolo [laughter] and I made money on Schmaka Maka Barolo.

[laughter]

05:40 Vaynerchuk: When you're capable of storytelling, this is storytelling. Do you know what this is? This is a bottle of water, if we went into a time machine and went back to 1968, and met any human being that lived in this country and said, "Do you see what this is?", "Yes." This sells for $3, they'd say, "Get the fuck out of here." [laughter] Right?

06:04 Schurenberg: Yeah.

06:04 Vaynerchuk: I mean seriously. There's some old peeps in there. You know what I'm talking about, right? I mean, storytelling, we somehow figured it out. First it was Poland Springs, it was some horse-shit of spring in Po... Vermont. And we believed them. And we drank it. And it's storytelling. It's, Starbucks is storytelling. Same story I just told, go tell somebody coffee's four bucks a cup when they paid a quarter, barely. So, it's storytelling. And we have to figure out our variations that ... Because when you have storytelling, when you have romance, when you have emotion, you charge more. Logos that invoke emotions can charge more for the same thing.

06:40 Vaynerchuk: Everybody in this room can charge way more for what they do, service or product, if they were better at storytelling. Now, that's hard and that's its own thing. Not all of us had the money to story tell on television or big billboards, or buy a full page ads in great magazines. But we all have the dollars because it's just time to story tell on these new channels that our customers are on. And we have to figure that out. And we have to figure out the context. The other problem is, most people here story tell and they look at social media as distribution. You have a sale going on and you think you just post a link on twitter and post a link on Facebook and you just drive people towards it. We have to story tell within the platform, not use the platform to drive distribution.