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The ROI of a basketball for LeBron James is billions of dollars for me. Gary Vaynerchuk Negative 40,000. I've torn both meniscuses. It's cost me some money. The thing that is most misunderstood in the business and marketing world right now is that people speak about social in a blank statement. Don't sit here and do what all of you do, which is put your head in the sand. When a wave comes, go find your surfboard and ride that wave. This whole room just stood up. That Google search is a dominant force their business and in 48, 50, 66 months that behavior will be gone. Very hard to click a fucking Google Ad when you don't even go to Google in the first place. Wake up.
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This is the GaryVee audio experience.
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There is not even a close second in activity that can grow your business to a proper organic social media execution. That means for this room to taking a step back and understanding how do I post a video and picture every single day on social media on all five to seven major platforms to grow my business. And let me explain it in detail. How many people here do social media for their business? Raise your hand. How many people feel like it's the disproportionate reason your business is growing? Raise your hand. Great. So 80 to 90% of this room raised their hand when I said do it. Three humans raised their hand when they said it was the driver. The opportunity is undeniable. The math supports it dramatically. The reason three humans raise their hand at it is they are good at it. That is a very small percentage. That is the punchline of why I came here today. What has happened in social over the last couple of years, two of the 15 year journey of social is profoundly important to everyone here. I have been giving this talk in a variation because I so believed in this movement basically since 2007. That is 17 years of this. In the first 15 years of me giving this talk to these kind of events, it was more like email marketing. You had to amass as many followers as possible with your content and then when you would post a percentage of them would see it. I think that's gonna make sense to everybody. I think everybody can agree that even if you're a very basic understanding of social marketing, the understanding of get followers and those people would see it, a percentage of them was the model. That is why as time went on and people in this room that are very behind on it, it would become daunting if I sat here today and said okay, get a million followers and Then post and that might be good. And don't forget, a lot of you, like most businesses on earth, are doing business within a regional area. So getting 100,000 followers and you're in Dayton, Ohio and only 17 are in Dayton, Ohio. You're like, gary, get off the stage. I don't give a shit. Here's what's happened in the last two years. Five years ago, you can find videos of me online where I'm yelling at the top of my lungs, asking, begging people to get on TikTok. At the time, most at the time, there was none of this China talk and all the other stuff that's in your head. It was. People didn't want to get on it because they just thought it was for 14 year old girls dancing. What I knew is they were just saying the same shit they told me about Facebook. I know a lot of you when you first heard about Facebook 15 years ago, didn't think it was going to mean anything for your business. You because it was just college kids. These platforms all tend to do the same thing. They tend to age up. The reason I was yelling about TikTok is in that story I told you earlier. Obvious to all of you was that Facebook and Twitter were huge home run investments. What is less obvious to all of you was that Tumblr should have been the biggest company of them all. Tumblr of the three companies. And by the way, I did great on Tumblr. I invested at $4 million. They sold it for a billion to Yahoo. But it still should have been bigger. Because what Tumblr understood in 2008 was what Facebook and Twitter did was they built social media, the social graph, who you were friends with and that's what you would see. But I think all of you know, especially for how it happened. And it started with college kids. As you get older, as you live your life, your friends change their interest and your interest can possibly change. And your aunt posting about her pet pig was not necessarily the coolest thing that you could see in your feed. What Tumblr understood was what you're interested in tends to be stickier and could follow you. I've loved the New York jets since 1982. That is a much deeper, longer relationship for me than most of the friends, acquaintances and things that have funneled through. That is what social media on the back of what TikTok did three years ago, four years ago has evolved into. I'm gonna assume that the people in this room that open TikTok or Facebook or Twitter or any platform are starting to realize they're seeing things they're interested in now more than just things that they would follow. This is called the interest graph. This is the single most important thing for the people in this room. When I look at this room and I'm going to say this, I'm just so you understand, I don't give a shit about social media, could care less. I'm not a techie. The only reason I'm talking to you about social media is it's what's working right now. If this was 2001, I'd be thrilled to talk to you about email and Google. If we're doing this in 16 years, I'm thrilled to talk about VR and AR and whatever else. I have no emotion, zero emotion to where consumers attention is. I have emotion to grow my business. Sitting in this room, knowing that the average operator in this room who's doing 3 to 10 million dollars has the actual ability to go from 3 to 6 or 7 to 13 or 10 to 20 completely on the back of what's happening on social right now, as you can imagine, inspires me to yap on this stage. What I also know is that 98% of you are gonna do nothing about what I'm about to talk about for the next hour. It's just the way it always happens. I'll be very frank. This is why I'm excited about the Q and A. I'm desperate to figure out which three to six people in this room are gonna listen to me and do something about it. Breaking it down simply, I believe however you do this, preferably by you not hiring your 23 year old niece and thinking she gets it. And that's why it's gonna work. I need everybody here to understand what I'm about to say. I am asking you desperately to produce one to two videos and pictures a day, brand new ones every day, and then when you post them on TikTok and YouTube, Shorts, LinkedIn and Facebook, you slightly tweak those videos and pictures and the copy that supports it based on on the platform you are on. Everybody here is common sense, smart enough to know that if you post organically on Facebook, that is likely to hit an older demo than if you're going to post on TikTok. Everybody here is smart enough to know, even maybe through their own behavior, that when you are yourself on LinkedIn, you're slightly in a different mindset than when you yourself are on Instagram. And that when you post what you do, plumbing, pooling, electric H Vac, that when you post on LinkedIn, contextualizing, for example, are you very busy because you're always traveling for work? Is a good opening sentence on LinkedIn that is less of a good opening sentence on TikTok. If you make an original video and an original picture every day and you post them on all five to seven platforms. Facebook, Twitter, Instagram, Instagram, Snapchat even is exploding with Spotlight is acting more like TikTok. And Instagram, Facebook, YouTube shorts, these platforms. Twitter is making a significant change to keep up with everybody. So you'll be seeing their video tab bumping to prominence over the next couple months. So you consume more video on there the way you do on Instagram and TikTok. What I'm excited about focused on is telling you what happens next and what always happens. The next question. I'm sure that is running through a lot of your heads in a world where you might be posting once on your social media, a week, a month, once every two months, three times a month, is what the hell am I going to post like? Cool. Thanks, Gary. But what, what I think you should post is things of value. Let me explain what that means. For example, in this industry, one of the most significant posts all of you can start with or a framework that you can start with is literally titling the video a video so you don't have to hire me. I'm sure a lot of you know that a lot of human beings call you to help them when it's literally the dumbest shit of all time that they're struggling with. Literally a switch, literally a wire, literally nothing. But they don't know you do. To me, trust and reputation is an unbelievable reason why so many of you are in this room. It's inconceivable to me in this sector and this room that a lot of you have not built on word of mouth on execution for decades. For some of you, to me, extending that to the rest of the world is going to work videos that teach people the cliche mistakes that people make, educating them for real, truly deciding when you make a video or a picture that you're not there for the sale, you're there for the reputation almost. When I started Wine Library tv, let me go back to my career, how it exploded. At first I thought I was gonna do qvc. Literally when I told the stock boy to go to Best Buy and get a camera, I'm like, I'm gonna sell so much fucking wine on this. Like, I was in full Home shopping Network, qvc. Literally the camera sits down, it was, you know how sometimes in life your brain can think of, like, a million things in a nanosecond? The camera goes on. I literally say, hello, welcome to my first episode. And my brain goes to, huh. I think this is gonna work. If this is gonna work, everyone's gonna know me. Huh? I better really tell them what I think about the wine, whether I want to sell it or not. Because what if I find myself at an event and somebody hands me a glass of wine and says, what do you think of this? And I say, it's crap. And they're like, got you. You said this was good on the show. I was, like, scared of, like, the Dateline guy. I was like, wait, this is literally what I'm thinking in the first eight seconds of my first video ever. And in that video, I literally decided, actually, how many people are into wine? Raise your hand. Just curious. So, Wine Spectator, all these things. I realized, wait a minute. I'm not going to be a merchant. I'm going to be a publication. I'm going to review this wine. How I see it. Literally, in the first couple weeks of wine Library tv, my father and best friend and cousin, the core of us, the three of us that worked at store, literally thought I'd lost my mind. In, like, the third episode, there was a white wine that I was reviewing. We had, like, 100 cases of it in the basement. And I think I compared it to, like, your cat peeing on your rug and you not cleaning it up. Not the kind of thing that makes people want to go out and buy it and drink it. And that decision, which was very confusing to my family at the time, was the foundation of what I stand on today. You can make content about the tricks of the trade, the things, you know, the things that they could do at home so they don't have to call you. Literally, the biggest reason they will then call you. You can do videos. This is going to be a real curve ball. Just if you're asking me, how the heck are you going to make a video every day? You can do videos. Here's a good one, actually. How many people here do commercial work, not just for residential. I'm just curious. Just raise your hands, please. I apologize. Just a little higher. Here's a huge one. No joke. You can literally do videos reviewing the businesses that you did work for. You can make a video that reviews the pizza at the pizza store that you did work for. And I'm going to get to why this is going to work. You can literally do videos of your interests if you're into golf or fishing or barbecuing or watching Dancing with the Stars, you can do a video about something that has nothing to do with your business. But your bio. Your bio has your business. The PS in your copy can mention your business. You can literally make a Dancing with the Stars video and complain about what happened last night. And then put at the end, P.S. if you need XYZ service, here's my phone number. These are tactics that work. Now, here's where it gets ridiculously interesting. I'm going to get a little nerdy. Here's why this is important. Let's say 23 of you get inspired and actually start doing this. Let's call a spade a spade. The first three, four weeks are going to be a disaster. Most of you are going to make a video. Somebody's going to get pumped by this talk. Especially we get into the Q and A, and you're going to go home and you're going to post a video, and it's going to get seven views and you're going to be like, that motherfucker. And the next one's going to get 9, and the next one's going to get 23. Back in the day prior, first 15 years of this, they would have all gotten like 10, 6, 7, 9. And that would have been forever until you, like, built up a list. In today's world, some of you who are committed to what you're hearing are going to get into it, and for some reason, it's going to click and you're going to make a video. After a month of sixes and nines and elevens, you're committed. You're not a quitter. You felt it. You understand? And for some reason, some video is going to get 2,000, 2,000 views. You're not going into the viral hall of fame. You're not Charli D' Amelio or Logan Paul, but you got 2,000, and you normally get seven. I heard AI mentioned on this stage prior to coming out. AI is everywhere. Let me tell you the only AI I'm worried about right now. In marketing, it's the AI that is on the back of these algorithms that make the content find the right audience. When you get 2000, you earned it. When you get 2000 views, you earned it because the quality of the video was a little bit more interesting than anything you did before. This is when you strike. Let me explain. This is where it's gonna get very practical to all of you. Cause you're looking at a kid that grew up on direct mail and Google AdWords. This video now gets 2,000. You now take that video and you now run that video as an ad in a 10 mile radius of your office. What you are doing in modern social media now is you're posting for creative validation. The algorithms are so remarkable now that when you post the organic results will give you the indication of what to actually spend money on. You now know that ad has relevance. You now can spend money, money against it locally. This will give you the highest propensity of that ad actually converting into business. When you switch it to an ad, you might even change the copy and be a little bit more salesy with it. It's an ad. This model, very simple, yet hard. Simple what I told you, not complicated. I'll break it down again. Social media is converted into full validation if the creative is good. This has taken out all the risk of advertising. All the money that I've ever lost in advertising in my life and it has got to be an ungodly amount at this point in my life has been based on the fact that the video or the picture or the ad wasn't good enough. I know this. I did so much direct mail, so much full page ads, so much radio, so much social media. I know sometimes it crushed and sometimes it doesn't. This model that I'm describing has transcended my father's business recently. My dad, obviously I built my dad's business. Then I left and started my own kind of career. During that time, I think it was a little blurry to my dad how much impact I really had on the business. I get it, he's a proud dude. The business started to decline after I left because you know, when LeBron leaves the Cavs, they suck. It's all about players. He calls me back in, he's like, I need your help. I was very happy to help him. I invented something, as a matter of fact, for everybody who raised their hand with wine. This might be the only thing that you want to write down this whole show. I invented something called winetext for him. Winetext.com it literally remember Groupon, the deal of the day stuff. You literally get a text every day. I think Today's is a $38 white wine that you can buy for 13 bucks. You reply with a number, it comes. You literally reply with the number four, it comes to your house. It is literally the easiest way to buy any product in the world. This exploded my dad's business inflated by Covid because I got it out right before. And yet with Me re exploding my dad's business. Four months ago, he calls me and goes, six months ago, excuse me. He goes, my customer count in the store is really down. I want them. I go, what do you mean you want them? He goes, I want more customers in the store. I said, why? He said, cuz. I said, but dad, wine, Texas crushing. Like we're better off doing that. But my dad built this. Immaculate actually. Anybody here from New Jersey? Yeah, anybody near? Has anybody been to the wine library in Springfield, New Jersey? Thank you fellas. Tell them it's a fucking palace. It's 40,000 square feet. It's made with mahogany. My dad made this like a palace. The Russians, he thought he was a czar, you know, and, and so he's emotional because I told him at the time when we built the business, the building in 2003, I said, dad, it's a mistake. We're pouring too much money and people are going to go online. You all know this. Now there's fucking gopuff and doordash. Like you don't want to go anywhere. You just want stuff to come to you. Convenience is king. Another insight to things to think about in this next chapter punchline. He gets obsessed with having more customers. My great flaw in my life is I like making my dad happy. So I literally run for the last six months what I've been telling you social, 5, 10, 15 mile radius, it's gone so well. I'm starting to make private label wines for the towns around us. Like there's a town called Chatham New Jersey next to us. We created a wine named Chatham Neighborhood. Like put a label on it, good wine label, and just running it local. The amount of attention on Facebook and Instagram, Facebook specifically. If I'm really, if I bought your business tomorrow, the model I'm asking you for, I want you to be on every platform. But where I really want you to run the ads is Facebook. I want you to run the 5 and 10 and 15 mile radius ads on Facebook. Okay, I'm gonna leave that framework up cause I think the Q and A will answer a lot more. I'm gonna ask the people in the back to throw up my slides real quick. My main slide, I want to show you all something. Those books on the top, right are the books that I wrote. All New York Times best selling books. My mom is very proud of that. But the thing I want to bring up is the second one, ironically the second one, the orange one. The thank you Economy is my least commercially successful book. Still crushed, but out of all of them. It is the least successful business book I've sold. Interestingly enough though, it might be the most important, which is a real insight to how humans work. I want to talk to you about the thank you economy for a few minutes, I believe. Thank you so much. You can put it down. I believe that the only thing if you were like, hey, Gary, bad news. It's illegal for us in this industry to do social media marketing. Now what I'm like, I got another move. It's called the thank you economy. The premise of the thank you economy that I wrote in 2011 was that the Internet was changing so much that there was an opportunity to take advantage of the fact that people are just living online to grow your business by. Stick with me here now, being kind, let me explain in the book, when the book came out, unfortunately, that's right, it didn't make the book. But something happened in my wine store that I want to tell you a story of. That I think will be another move for the people that are not on prevent defense, but on extreme offense in these next 24 months, which will be challenging because there shouldn't be as much demand. Everybody spent all their money and did all their shit. You are now fully in. I need to take more market share away from the people in my general area. Let there be no confusion. You can wait it out all you want. People are miraculously not going to have a need for your stuff more. It is going to be a 24, 36, 48. It's just real life. I think that's fine. I actually think if you decided to schlep out to this conference, you're on offense and you're here to grow. And so that's why I'm motivated to go into this part. Thank you economy's premise is that you can actually do many things. For example, no matter what town anybody here does does business in, you can literally open your phone right now, open Instagram, type in the name of your town, type it in, Short Hills, New Jersey, whatever it is. Actually, some of you do this while I'm talking. Go to Instagram, go to the top search, type in your town. What you'll notice, maybe most of you have probably never done this. When you type in the name of your town, your town will show up. You click, will show you pictures that were posted in your town. These are people that you could do business with. You could, because I have. You could look at all those pictures and from your business account on Instagram, reply like a gracious, normal, kind neighbor. Your dog is cute, your lawn looks great.
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Cool.
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Thumbs fucking up emoji, whatever you're in the mood to do. Ironically, I don't know if you know this, most people don't get a ton of comments and they are thrilled to get any. And because you said thank you or good job or lovely, they now know you exist because most of them don't, as you all know. That's just a for instance of what I would have said if I wrote thank you, economy today, that the world is playing out publicly, which is insane. And if you want to put in the effort and you're notice what I didn't say, I didn't say, go to all those posts and say, call me now to fix your fucking pool. No, no, no. Closing on the first move. A little romance goes a very long way. Tell them LA I believe this. In 2011, I had an idea. I said to my Internet department, I said, every single order that comes in, google the person's name, see if you can find who they are, and then find them on Twitter. This is 2011. This is Jesus 13 years ago. It's crazy. Time flies. So a lot of people have very common names, so it's kind of hard to figure out. But finally they found a name. The team calls me and says, we found someone. I said, good, you found him on Twitter. Yes, we found the gentleman on Twitter. I said, who bought, who bought a very low end Pinot Grigio. I don't think it was Santa Margherita, but this gentleman literally bought like a hundred dollar case of Pinot Grigio. Eight bucks a bottle, shipped to Chicago, nothing. We made like $3.09 on the whole order before overhead. We lost money on the order, but they found him and they said, we found his Twitter. I'm on the phone, I'm like, what's he tweeting about? They'll go, we'll read them to you. Here are the tweets. Ironically ties back down. Probably why I'm telling the story of how I opened this talk. I'm like, read the tweets. They're like, bears, stop doing that. Jay Cutler, why'd you do that? Jay Cutler, I love you, Jay Cutler. Stop throwing. Touchdown. Jay Cutler. Great touch up, Jake. This guy was obsessed with the Bears. Jay Cutler, for all the football fans, if you remember, was the quarterback at the time. The team goes, what do you want us to do? I said, go to ebay and buy a Jay Cutler signed jersey and send it to him with a note that says, thank you for Shopping at wine library. They're like, the jersey's like 400 bucks. I'm like, I don't give a shit. Send it to him. Done. I'm like, now pumped. I'm like, I finally found something. This is my thesis of the thank you economy. Here's what's gonna happen. We're gonna send this Jay Cutler jersey to him. The guy bought a dinky $100 case of wine. He's gonna get this framed Jay Cutler jersey with a note, thank you from the wine library. He's gonna lose his mind. He's gonna tweet about it constantly. He's gonna convert all his business, and all his friends are gonna come and shop with us. This is gonna be a great case study for my thesis. I did a bunch of versions of this, but this is the one that really has a good story to it. I'm pumped. And then four weeks go by and nothing happens. I'm like, this son of a bitch is so fucking ungrateful. And then I'm boarding a plane to go to Napa to go taste wine to buy for the store, and I get a phone call. Hey. Hey. You'll never believe what happened. And just the way he said it, I knew it was that, you know? Cause that is a month later, I really kind of forgot about it. I go, the Cutler guy did something. He said, no. I said, no. He said, we just got a $6,000 order from Plano, Texas. I'm like, okay. For a bunch of high end Burgundy and Barolo, I'm like, okay. He goes, I want to read you the note that came on the order. I'm like, okay. Hey, wine library, can you please hold these wines? Because it's the summer here in Texas and I don't want the wines to be shipped in this weather to be compromised. P.S. your prices on red Burgundy are remarkable. Can somebody call me? I have a very big seller and collection. I'd like to see if you have some other things. PSS My friend who you sent the Jay Cutler jersey to told me about your store. Psss. I'm a huge Bruce Springsteen fan. If you go home from this conference, have no interest in doing social because, I don't know, you don't like growing, and you've decided to use your subjective opinions of the state of the union of the world to not do social media marketing because you're scared it's ruining the kids or you're worried about China. You're allowed to do whatever the fuck you want. You're not my kids. You're not my siblings. I don't care if you do not want to do that. There's something else you can do when you go home. I believe that if you call every single person you've ever done business with over the last five years and said, hi, I'll use Peter Holland here. If I'm reading my eyes. Peter. Hey, Peter Holland, it's Gary. Just calling you. I know we obviously worked, you know, did some work for you for 18 months ago. Just checking in. If it's going well. Is everything fine? Good, thank you. Hope you have the best day. That's the lowest thing you can do. Number two, you could also remember because so many of you do, or the people that work with you do. You could also remember that Peter liked Dwine or liked the Kansas City chiefs or had 16 dart boards in his basement because, I don't know, he's a fucking dart enthusiast. You could go buy a $50 dartboard and send it to him with a note and say, hey, just wanted to thank you for your business 18 months ago. I believe that if you scale the unscalable right, we're in the whole talks of AI now, and everything's so efficient and it's all technology. And I think if you go back to doing business the way that our great grandparents did it and call not new people who are going to give you money. No, no, no. Thank people that already gave you money, that those people will actually on that action. Even more than the quality work you did, the gesture of kindness when it was not expected, even a phone call or a letter or some flowers, chocolates, a bottle of wine, that. That itself will substantially grow your business. While everybody else is on defense, you have two choices. In my opinion. The choice you don't have is to keep doing what you're doing. Because I know that whoever does social hardcore organically and then has the right model will outflank you locally or the person that goes most old school, do not be in the middle. It is the worst place. Go OG og Thank you. Economy. Or go New School. New school. Social media plumber of the year. But don't be here, because here sucks. Thank you. Do we have questions?
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C
We only have 100 questions.
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A
Okay. Is that true?
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C
No, that's just.
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Can we just clap it up? That means the world to me. Thank you. That's awesome. All right. So obvious. Obviously I'm not going to be able to get to all that, so real quick, can we throw up my slide for everybody's question? I don't get to one of my favorite things to do. I have a text service. This goes back to scaling the unscalable. I have almost a half a million people that follow me on text. It's a platform called community. That's my text number. Literally, when I go on long flights. I'm going to London next week to watch my New York jets destroy the Vikings. Eat it, Minnesota. If you text me your question, if I don't get to it, I'll hope I'll get a couple hours on that flight to catch up on text. So anyway, nonetheless, go ahead, sir. All right.
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C
So how important is personality and point of view when developing social media? Not just posting.
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Yeah. I mean, look, if you're boring as shit and you're like a piece of paper, nobody's good. It's not gonna work. But by the way, you don't need to be in the content. This is the brain twist. Do I believe that people buy from people?
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Yes.
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A
Do I believe that? If you explode off screen and are charismatic, I think that will work. Let me throw you a curveball. I've watched people that are boring as hell on video, but know their shit do incredibly well. You're in a business where people want to know the goods. Like, as a matter of fact, you're in a business where if you're overly charismatic, people may not hire you because they think you're a shyster. So be you. But also know you don't have to be in the content. Some of you are introverted, Some are incredibly private. You don't want to be. By the way, actually, how many people here do follow me and have a sense of who I am? Raise your hands. Thank you. Humbled. You all know what I'm about to say. I'm one of the most prolific posters of content in the world, and I never share my personal life. That's for me. I don't need to share my kids or a dog or my relationships to get likes. I keep that for me. You're in control of what you post, so you can do a lot of things. As a matter of fact, I really like the idea of some of you that are really in the trenches of your work. Videoing from your perspective. You know, going back to, like, teaching people how not to hire you. Making a video of just showing people how to do one little fix that might need to come from this perspective where we just see your hands, especially if you're all tatted up like this. Dude, it's awesome. So I think that, yes, personality, of course, like this Goes back to three people raising their hand. Like plenty of people have heard this talk for me, gone at it for a year and have gotten very little results because they themselves are not good at it. So there is a skill set to it, but there's a lot of ways to attack it. A lot of ways to attack it. You could film an entire scene, plumbing pool, electric, and then do a voiceover and explain what the video was about. There's a lot of ways to attack it. You don't have to just be the front mix or woman. Awesome.
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C
How long should the videos be? Like, what's too long? What's too short?
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A
Too long is when it sucks. Too short is when it's great. I've seen unlimited trash, garbage, atrocious 6 second vine videos back in the day and I've seen remarkable 1 hour 45 minute videos. It's a quality thing. There's no right time. There's is it good or isn't it bad? You. You know what's awesome at this point? It's not 2007. Everybody here. Everybody here has consumed content in social. You know what I'm saying is right. You've seen things that in two seconds you're like, see ya. Boring. No. And you've seen things that in the beginning you're starting to watch, you're like, how the hell did I just watch this for 19 minutes? So there's no time variable.
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C
So a couple of questions. Who does this in their companies?
- [34:48]
A
Who's the right person? Let's start with this. Thank you. Great question. First and foremost, actually first and how do I. Yep. First and foremost, I need everybody here to do 10 to 15 hours of homework on what I just talked about. Like Google a book. My latest book. Throw it up. Thank you. Day trading Attention really goes into it. Just throw it up real quick. This, the sign, the slide please. The purple one next to the kids book. I just put out, Day Trading Attention. I need you to read it or listen to it on the record. I could give a shit if you buy it. I don't need the 8 cents that I get from every book sale. You can go to something called Pirate Bay and steal it. I don't give a fuck. I don't care about the book sale. I care that you actually know in detail what I'm talking about because it will change, change your business whether you use that book, whether you use Google or YouTube. Some of you learn audio. I have no reading comprehension. I've learned, which is why I don't read books. But everything I ever hear. I remember forever. So obviously audiobook works for me. Or videos first and foremost, brother. They have to know it. How the hell are you going to judge an outside agency or an employee if they're good at this? If you have no idea how this works? And I don't want to hear that, you didn't grow up with this. You didn't grow up driving and you figured it out. How many people here are retiring in the next five years? And I don't mean you're going to crush it and buy an island. I mean you're old and you're finished. Raise your hands. Who's retiring in the next five years? Raise your hands. I mean it. Actually, I'm actually dead serious. Who's retiring in the next five years? Okay, for the 11 of you, maybe you can hold your. Maybe this strategy can work. But for the rest of you, you better pay attention to what I'm talking about. Because if you're not going to do what I'm telling you, somebody else is and they're going to take your business and your private equity firm is not going to help you. This is the fucking jungle. So fight. So anyway, who should do it? You should hire someone. My preference is that you learn how to do it for six months. That's free, right? That just takes away from, you know, Netflix or some other dumb shit that a meeting, that's two hours. That's really 30 fucking minutes. You know that? We're doing that all the time. So you learn it for six months, then you can hire people, whether it's your niece or an outside agency or somebody internally. But if you don't know how to judge it, what are we doing? That's why it hasn't worked for 99% of you already. You don't know how to judge it.
- [37:26]
C
How do we adapt this approach to social media marketing content? 99% of the time, customers are coming to us because something's wrong.
- [37:33]
A
How do you turn me into a want via? You don't. This is why I need you to post every day. I need you to post every day because we don't know the day that somebody's going to be in market. That's why car companies market their asses off every day. That's called business. Sorry, you picked this industry, not me. I like that one. Dustin, please clip that. I'm definitely putting that on LinkedIn.
- [38:07]
C
All right, so this might be a tough one. What metrics matter to prove the time of best spent on social versus working on other platforms?
- [38:18]
A
Parts of Business sales, like leads, real life. I mean, this is unequivocally, undeniably the truth of where the attention is and we see it. And again, one of the reasons, you know, I'm being very, I mentioned it earlier, I'm not really doing a lot of events. I'm being very selective. I have the fortune. This is why I feel so warm in this room. I have a lot of friends, relatives, acquaintances that are in this room. Business like, as you can imagine, I've been more forceful on them than on a stage with people I don't know for an hour. The metric after a year, don't do it in the first week. You know, this is why everyone loves Google. Google isn't marketing. Google is sales. You know that, right? Google sales. Someone types in a need and then it comes to you. It's intent based marketing. You're not building brand, you're paying Google a toll booth to send you a lead. Google is sales. That's why people like it. You can measure it very good. Oh, you know, you know, brand is a whole different animal. Brand is the game. Brand comes through social and content. You can turn it into sales when you do that converted ad that I told you about. After you do so. Well, this is why I need you to get into details. But you should measure it based on your business results.
- [39:32]
C
So I'm gonna type two questions in here.
- [39:34]
A
But real quick, if we're talking about AI, sorry, brother. But real quick. How many people here, by the way, a lot of my businesses are this way, so I'll raise my. How many people here really use Google? It's a real driver of their business. Raise your hands. Actually stand up. I'm sorry to. It's the morning. Let's get the blood flow. Don't be lazy. I want, I'm doing this because I want everybody to visualize. So I'm so glad we got to this. Look around before I let everybody sit down. All right. Please sit down. Thank you. We could call it pretty much the room relies on Google. Does everybody understand that Google search is fundamentally dead? Within the next seven years that everyone's going to AI. That ChatGPT just wiped out this entire room. Everybody who just stood up just told me that the Yellow Pages is their life. You know, again, there's 11 people who are retiring, so they don't give a shit. They're gonna be fishing down here. Actually, usually I say Florida, we're fucking in Florida. So this whole room just stood up and is reliant on a platform that is getting Massively disrupted. Right in your face right now. How many people here, this will be interesting. How many people here are already using ChatGPT instead of Google for things they use Google for just two years ago? Raise your hand, raise it high. I want people to see this. Keep it up a little bit because I need people to really understand what I'm saying. This is your life. I think we can all agree that the people raising their hands. I'm not talking to a Junior High. 40, 50, 60 year olds. This dude's fairly young, but 40, 50, 60 year olds are raising their hands and they are using AI now instead of Google. Don't sit here and do what all of you do, which is put your head in the sand when a wave comes. Go find your surfboard and ride that wave. This has happened. This whole room just stood up. That Google search is a dominant force in their business. And in 4850, 66 months, that behavior will be gone. Very hard to click a fucking Google Ad when you don't even go to Google in the first place. Wake up.
- [41:50]
C
So you mentioned five, seven sites. What are the sites that we should be posting?
- [41:55]
A
Yeah, I mean, look, that one's easy. I'll go to that one. You know what they are? It's Facebook and Instagram. It's TikTok. YouTube Shorts is a monster. I'll tell you why I love YouTube shorts for all of you if you name your videos properly. How to replace a val, you know, again, I don't want to speak to things I don't know. But you know, you know the questions people ask. You know, you know the Google Ad, as a matter of fact, you know the Google adwords you're buying that convert well, if you name your videos very smart on YouTube shorts, you can get length out of those videos. You can get business nine months. Most of social works for like this week, this day. With YouTube shorts you get business nine months from now based on teaching someone how to repair something in a pool or, or roof or electric, you know, whatever you're doing. Because YouTube is the second biggest search engine in the world. Google is one. Not bing, not Yahoo. YouTube is the second biggest search engine in the world. So YouTube Shorts is a monster. So Facebook, Twitter, TikTok, Instagram, YouTube Shorts. I'm obsessed with LinkedIn. LinkedIn has become what Facebook used to be like. LinkedIn people are just in there consuming content and again, a lot of people that want to use you are busy and business people. It's a great demo for you dollar wise busy wise I'm the kind of person that pays for services all the time for shit that I could do because I just don't want to do it and my time's valuable. That's LinkedIn's loaded with that. So those are ones that most stand out. Snapchat, Spotlight. I'm very bullish on it. Does still suit you young enough from a homeowner standpoint. That's. TikTok's already much older than Snap, so Snap is still a predominant message tool though their Spotlight product is like TikTok and Instagram. I could live without people posting there. Pinterest again, I could live though. There's some visual stuff, maybe there's a little bit of Pinterest, but the first five are the ones I would go with.
- [43:54]
C
Then back to the original. How much time?
- [43:55]
A
As much as humanly possible. I cannot explain to everybody that there's almost nothing you're doing in your day to day. Again, These are not $1,000,000 or $800,000 businesses. These businesses are a little bit bigger in this room. And a lot of people in this room are in an executive life. They have time, brother. Again, when I see 90% of the room stand up as a driver of their leads. Direct mail is getting more expensive and less effective. Google is actually what all of you are doing and it's in deep shit. Google might win the next AI thing, but we think Google's going to. Do you think AI is just. AI is different than search. AI is going to just send you, hey, I have this broken. Where should I. They're going to send it to themselves. They're no longer going to be interested in being a toll booth for a little bit of advertising. They're going to create their own services on top of it. My friends, if you do not build brand fast, you will be commoditized. Bookstores got it first. Technology doesn't give a shit about you or me. Bookstores got it first. Poor little bookstores were crushing. In 1995, unfortunately, Jeff Bezos decided to pick that category first. Uber. I was an early investor in, like I told you, really good at investing. I spoke at an event like this, like this two years after Uber came out in San Francisco was about to expand. I said, uber's a problem. You have to build brand for your black car service. They laughed at me. You know what their thing was, which is different than your thing? They thought they had city hall by the balls. They're like in the Q and A, they're like, gary, do you know what City Hall Is, do you know that we've been supporting the politicians? We're not gonna let Uber in. I said do you know what billions of dollar in venture capital is, you fucking idiot. Please don't be naive. This is not a business strategy. I need you to start building brand. I need people to know your business. Because when I walk into my home and say, Alexa, I need to fix the air conditioning, they're going to send me wherever the fuck they want. If I say alexa, I need Peter Holland to fix my air conditioning. Peter 1. I can't do that if I don't know what the fuck he is. If you do not attack social in these next five years, you will pay the consequences. Mark my words. For the first 10 years that I gave this talk, it was a nice to have. It was added value added. We are starting to cross into this being a necessity. This is not little silly pictures. This is where attention of society is. You guys are so under investing in social. So at night you're talking about how social media is putting like democracy on its knees and needs to be regulated because it's so powerful. You're telling me you can't sell some of your services? What are we doing? Please, please take the energy of this talk tomorrow and convert it into action. Give me a year. It's like working out. If you just start working out and you haven't for a while, it's hard. The first couple weeks I said it earlier, I'll say it again, you're going to get six views, you're going to get nine. But I believe in the first month or two, if you just keep going at this, you'll see something that will make you understand and then you're going to go, go ahead. Hell yeah. Okay.
- [47:27]
C
So these people are amazing, but they are not the most creative people because I've seen you draw in class. And so one of the questions that keeps coming up is what would you post if you were illustrating?
- [47:41]
A
If I, if I. Yeah, if I bought a business in this and tomorrow was my first day or if I we teamed up, the first thing I would do is go search. I would go to YouTube and I would go to Instagram and I would search all the terms of our industry and I would watch every video that has ever been posted in our industry. I promise you there are people around the world and around the country that are doing content on social in this industry, in these trades. I would look at that and I think I would use that as guidance, my friend. But I really do think I said it earlier, you would be flabbergasted how your love of golf could convert and grow in your business. And I don't mean business is done on the golf course. I mean, literally, you're making golf videos, and people watch golf videos, and then one of them's good for whatever the hell you did. And then you took it and converted it to an ad. And, oh, by the way, I didn't say this last time. You're gonna spend $100 on the ad. That was the other amazing thing about local advertising. Remember when I told the story about you can make a video, it gets 2,000 views. Now you're gonna run it in a 10 mile radius. Because a 10 mile radius on Facebook is small, especially for some of you that are in rural parts of the country, because there's not that many humans. It only costs you 100 or $200 in advertising for almost everyone that's on Facebook in that area to see you more than once. The reason my dad's liquor store is crushing is when I picked Chatham, New Jersey, they only have 10,000 residents. If I'm spending $1,000, which is what I did in that scenario, almost every resident saw it three, four times. All the chat message boards and Facebook groups were lighting up of like, why do we keep seeing this guy with this wine? Because there's something called reach and frequency in marketing. You're getting to them, but how often are you getting to them? So it's like you will be stunned. Stunned. I mean, it's funny, I didn't get to this part of the talk. I'm glad I'm getting it on the way out. I think you've gotten a sense of how my dad rolls as I've been building this thing for him. If, like one weekend doesn't go well, he's like, let's do direct mail. I go, dad, we've done direct mail 80 fucking times in the last two years. And you see that it's a waste of money. You see that we do Facebook for 5,000 a week and get these results. You see, we do direct mail and get way less when we spend $20,000. We had one bad weekend because the creative wasn't good. And you want to go back. And the reason some of you giggled here and I heard you at different tables is that's what you always do when you go into defense. You go backwards. You understand that, right? Your brain goes into some sort of mechanism of like, well, this worked in 1984. Well, so did MASH. That's a good Way to fucking end. Thank you. Thank you.
- [50:32]
C
Appreciate it.
- [50:33]
A
Thank you, Podcast nation. Big announcement.
- [50:35]
B
As you probably heard at this point, because I had John from Stan on the show, I am an investor advisor to an incredible startup called Stan. Stan Store. I'm sending you right now to GaryVee.com, garyVee.com Stan, go check this out. We've done a GaryVee Stan store challenge, which actually has a weekly call with me. This is built for everyone who's been affected honestly by my overall content. The tech stack, all these features, and the minimal costs per month that Stan Store has built is really the tool that was needed for this world that I envisioned when I wrote Crush It.
- [51:13]
A
When I wrote Crushing It.
- [51:15]
B
And this overall thing I'm thinking a lot about lately, which is the individual empire, which.
- [51:19]
A
Right.
- [51:20]
B
This creator, entrepreneur, entrepreneur, creator economy that I think is gonna eat up the oxygen. Very honestly. The thing that so many of you want in your life and the reason so many of you are not there yet, is you've got the strategy for me. You've got the ambition within yourself, but you don't have the tools for you to fully maximize it. And I believe you can find that at Stan Store. Stan Store. But specifically, I want you to sign up for it through my challenge because I want to get access with you.
- [51:47]
A
And plus, there's a bunch of cool things. So if you want to go see.
- [51:49]
B
Those cool things, go to garyvee.com Stan S T A N.