Video Transcript

00:09 Eric Schurenberg: Help us understand by giving us an example of maybe one of the case studies from your book of a company that is doing this really well.

00:15 Gary Vaynerchuk: So, it depends on what you wanna look at well, right? So, there's a lot of case studies in the book that teach everybody how to do it. There's no overall case study. We have one that I promise I'll give to everybody, I just don't know if I publicly can yet, I know we're on the verge of. But I'll paint you the picture. There's a brand we work with now that they spent all their money this last year with us, instead of doing some TV, instead doing some... All of it. It's the first year, it's a major cookie brand in America, you all know what it is. It's the first year in 10 years that the brand has grown. The brand is up 12% in sales. For the last 13 straight years, it's been stagnant and down. And so everybody starts looking around in the office like, "Holy crap!" And I'm like, "Yeah, asshole." [laughter] Sorry, that's really what I said. Because what we don't understand is while you're scared and you don't know what the ROI is and you don't have enough patience for this new thing, you're wasting good money on the old thing 'cause it's depreciating by the way you're raising your hands 'cause you're not seeing it.

01:19 Vaynerchuk: Banner ads. How many people here do banner ads for their business? Raise your hands. I'm sure it's more than that, but let's stick with it. [laughter] I did it for a long time, I still do it. But when I did banner ads in 1996 and 1997 I was getting 30% clickthroughs. One of every three people that went to the website clicked the banner. Now it's 0.01, right? I mean, it's cops and robbers, it's cops and robbers. It's why all the kids went to Instagram because you went on Facebook and they don't wanna be on the same place as their mom is.


01:55 Vaynerchuk: So, we have that brand, that's our best case study. And then the book is structured in a way to show you like, "Hey, this brand did it wrong 'cause they posted at 9 in the morning, it's 6 in the West Coast. Or, they asked for this ... There's an RB's post on Pinterest where they like took the picture from their website and they didn't even crop it. It looks like ... I don't know, it looks like a Nintendo 8-bit picture. Like, just shit like that, Eric. Well ...

02:22 Schurenberg: Can you give us any detail about what the cookie company did?

02:26 Vaynerchuk: Yeah. We put out tons of content on Facebook, Twitter, Tumblr and Pinterest.

02:30 Schurenberg: So like cookie recipes or...

02:32 Vaynerchuk: Recipes, which they never did before. How many people here are familiar with Raise your hand. So, you know that meme, like the funny snarky talk? We knew that moms were buying the product. So we started a whole meme that looked like 'someecards' around things that we thought would resonate with moms in that 40-year-old demo. So one would have a picture of a mom blow-drying her hair, and this is a cookie brand, and it would just be a mom blow-drying her hair in cartoon form, and it would just say, "I'm still hot", and then it would just say, "But it just comes in flashes now." [laughter] And that snickering you have is enough to emotionally, when they see it in their screen, to share it, to like it. And meanwhile, the logo of the brand is always there. And meanwhile, when they leave a comment, we jumped in and said, "Thank you." And then, inevitably they say, "Hey, by the way, I'm doing a recipe and blah-blah-blah-blah" and so it just worked.

03:18 Vaynerchuk: We ... Marketing is awareness, right? And information. We just got a lot more awareness. All that money that they would have wasted on a commercial, or a newspaper ad, or sponsoring some fair in Minnesota... I love Minnesota, I'm just saying randomly. I'm a fan, I'm a fan. We took those dollars and we spent them efficiently in these social channels which got way more awareness, also targeting this cookie over-indexed it in the South. So a lot of the posts we did focused on Atlanta and Georgia. Like, so, we just... We acted like it's 2014, Eric. You know all the people you put on your cover, they act like the year it's actually is.

03:57 Schurenberg: Yeah.

03:57 Vaynerchuk: And everybody else like, "Cool," 'cause they're morphing like it's 2003.

04:01 Schurenberg: Alright. Alright, so tell us about 2014, tell us about 2015. What's gonna blow our mind in 2015?

04:06 Vaynerchuk: I've no idea, but what I will tell you is this, the second I see it, I'll do it. Vine came out in late January, I was doing Vine content, I started a Vine agency and I had 28 brands on Vine the day after it came out. I didn't know Vine was gonna launch on January 26th, but the second I saw it, I understood that it was something. How many people here have no idea what Vine is, raise your hand. Right. So, here we are at the Inc. 5000. These fuckers are legit.


04:35 Schurenberg: They are?

04:36 Vaynerchuk: And half of them don't know what Vine is. Now, the other half only knows 'cause their kids are on it all day. Now, it's young, it's 14 to 22. So for a lot of you, it doesn't need to be. But the reason I need to be there is I know that this stuff starts young and gets old real fast, right? It's what Facebook did. Plenty of people in this room, they don't wanna admit it, completely discredited Facebook because like, "I don't sell to college kids." And then 24 months later it mattered. The same phenomenon's right now happening for Instagram. And it's gonna happen for Vine. And the reason I'm good is when something new comes out, I go all in, I figure it out, I test, I learn, I taste the flavor of the platform, and I know how to story-tell in it, just about the time it becomes at scale.

05:20 Schurenberg: Is Vine ...

05:20 Vaynerchuk: And, by the way, I'm sorry Eric 'cause this matters. And I'm not scared if I was wrong. I believed Vine was right, I jumped all in, but if it was a fad, if it didn't work, if it was in and out, that'd be fine 'cause the alternative is scarier to me. Got it?

05:36 Schurenberg: Okay, but I'm not clear what ... If you've got a staffing company or some B2B thing, what you should be doing on Vine.

05:43 Vaynerchuk: Well, I mean, you know ...

05:44 Schurenberg: Are there some social media platforms that just aren't right for some companies?

05:48 Vaynerchuk: Yes. You don't have to be everywhere, you have to know where your customer is and you have to know who's there. For example, if you're a staffing company on Vine, you may want to try to influence the kids to build awareness to the parents, right?

06:00 Vaynerchuk: There's a lot of ways to go about it. But yes, absolutely. Like listen, until Pinterest proves to the market that it's a little more male centric, if you're selling male sports gear, Pinterest is probably not with ... Listen, you have unlimited resources, money and time? Every one of them matters. You don't, you have to pick and choose. I think Facebook and Twitter, at this point, are complete no-brainers, right? And I think after that, Instagram is proving to me, to be the next no-brainer for everybody. After that, Pinterest is a complete no-brainer, but it's skews every female. After that, you get into Vine, which is very young. So if you're targeting young people ... Like if you have a fruit bar or a beverage or something of that nature? Young generations really impact that. You've gotta be there.

06:39 Vaynerchuk: But yeah, if you're B2B, I don't think Vine is the place you have to be. What I think though is if you're an operator, if you're part of the Inc. 5000, if you're a great entrepreneur, you should download Vine. You should know what it is. You should read two articles. Awareness breathes opportunity when it does become at scale.