Online Marketing Rockstars Gary Vaynerchuk Keynote | Hamburg 2017

[Music] morning morning Hamburg first of all I’d love to interact with you guys quite a bit I’m pretty obsessed with QA so if you guys want to roll I’m ready to go there’s a lot of different things I’d like to talk about but the thing that I probably want to most talk about is what is up here which is when I come and speak at conferences I’m always trying to bring the most value that I can to the audience and the thing that’s difficult when you speak at a conference of this size is what’s the makeup of the audience are these founders or these executives are they in digital marketing are they b2b or they B to C are they trying to build a personal brand there’s a lot of different things that everybody in this room in this conference is trying to accomplish so what I think is a very good place to start is attention I don’t care what you do in this room I don’t care about what you’re trying to accomplish the key to all of it is trading attention attention is the asset before you tell me how great your b2b SAS social media product is or how your great your fuck you’re gonna t-shirt is or how great your sneakers are or how great you are as a tastemaker in bottled water or fashion or yoga before anybody in here gets to say what they’re about they need the end person’s attention attention is what we’re all trading what bothers old talk really was about was attention once you have the attention all the action starts and the way I really think about this is a framework of you know who you are how you’re going to talk about it and where you’re going to talk about it whw right like what are you going to talk about so many of you in this room have not started whether you’re talking about yourself or your you’ve not started the process of actually communicating what you’re all about what what is it what is your manifesto what is your product bringing to the table why should I give a shit about what you’re up to now the reality is so many of you are at such an early stage that manifesto should actually just be your mission right you haven’t done anything yet you know this whole fake it to you make it brings no value to anybody you need to tell me what you’re gonna do which is very scary because you actually have to execute on the next part that so many of you have to think about is how I’m very concerned that most people feel that whatever the current thing is is what you have to do so as many of you know video is massively over-indexing in the game right now Facebook video YouTube crushing it but there are so many people in here that shouldn’t be producing video because that is not the best way they communicate only a decade ago as I was speaking here all I would be talking about is blogging which was one of the few platforms that I never got involved with in the last 20 years because even though I’ve written for New York Times bestselling books I can’t write for shit right I can’t put three sentences together that make any sense if I didn’t have a ghostwriter I would have zero books yet there are people in this room that are caught up by picture and video communication and they are tremendous writers and they don’t realize that blogging or posting on medium or even my favorite little hack right now if you’re a good writer and you want to build up a profile for your business or for yourself I actually highly recommend you start blogging inside of Facebook and Instagram I literally mean writing seven fifteen twenty five sentences three four or five paragraphs were written content within your feeds that people will absolutely consume see the reason I know that is another theme that before I get into the last W of where the reason I say that is because the other thing that I wanted to speak about this morning is something that really matters to me which is the following we are living through and this room is filled with them and the whole world is filled with them we are living through the greatest era of headline readers the amount of people in this audience who have their own ideas about Facebook Instagram snapchat blogging podcasting SEO SEM programmatic whatever maybe the amount of people here that have strong opinions on the ROI of these things yet they’ve never executed and single ad on snapchat or executed more than three or four campaigns on these platforms is startling to me I am stunned by the lack of practitioner ship in our space you have so many people pontificating about what’s going on yet they’ve never done anything there are people rolling around with Amazon Alexa voice skills points of view and they don’t have an echo in their home they’ve never written a skill they have no idea they’ve read a Business Insider article they were at a TechCrunch post they’ve read something once their best friend is good at technology and said something that they now parrot but we are living through ungodly amounts of people who read a couple of headlines and have a point of view and just roll a lot of people that congratulated me yesterday because I was an early investor in snapchat that don’t realize that I have to wait six months before I get to sell my stock and who gives a shit about what it does on day one I saw five months of 30 days before anything actually happens is interesting to me it was an interesting I was I got 33,000 congratulations and I replied not yet not yet not yet we’re living in a world politically we’re living in a world socially and we are definitely living in a business world practically that is absolutely not in the trenches the best way I articulated is the following we have a whole lot of people that want to be architects and we have very few plumbers and Masons in our industry and so what does that mean why am i fascinated by that it speaks to the last of the whw once you know what you’re going to say your manifest so you’re promised your words your mission of the product once you know how you’re going to say it and that matters video audio written word they all work podcasting re-emerge in the last three years after the voice wasn’t winning video clearly dominating written word still very strong way too many people here disrespecting it but the next part is where how do you get people to actually know what the hell you’re up to what you’re about what your product or service is up to especially when you have no audience I love when people say Gary it’s easy for you now you have a million followers plus on all these platforms great Rick I had zero ten years ago asshole I worked right and so what I want to remind everybody is in 2007 when I had zero audience I spent 12 hours a day on the where part and that part at the time was using a site called summize comm which was later Twitter search and I searched every single person that mentioned the word whine and I replied to them and that was my hand-to-hand combat of arbitrage today every single person here has a product and service a mission something that brought them here today everybody wants the world or a certain part of the world to know what they’re up to and there’s incredible ways to get that awareness around what you’re doing for example it is stunning to me how many people want to build their Instagram audience and they don’t do the two core things that build an Instagram audience number one they don’t use 10 15 or 20 hashtags to be discovered because that’s the plumbing of that ecosystem number two they don’t spend two to three hours a day direct messaging until Instagram stops them all the individuals that have the awareness that they aspire for and ask them for awareness for what they’re doing by offering that person something in return you’re not going to DM somebody who has eight hundred thirty seven thousand followers on Instagram and they’re just going to post your picture you need to pay attention to what they care about DM them with something that matters to them and return hope that they’ll give you awareness and you need to do it for two or three hours a day because one ninety-seven one out of every 336 is actually going to do it for you but here’s one way I promise you that you will not build your Instagram profile by not doing anything by sitting and having a beer with your friend and complaining that it’s so hard to build your profile actually you know what can I spend a second on complaining come here can I spend a second on complaining you want to do this with me let’s talk about complaining there are only two people two groups of people that will actually listen to your complaining are we doing a selfie two groups Thanks one the four to five people that love you the most your mother your spouse the people that have to the other group of people that will listen to your complaining are your other loser friends can we yeah that’s actually actually I’m done thank you I’m glad some people clapping this because I am blown away by the people that are trying to aspire you know I’m fascinated by how many of you and when I say you I don’t mean this room I mean fuck in the world how many of you have your mouth your ambitions the things you say you’re going to do so far ahead of your actions so many people telling me that they’re going to build ten fifty hundred two hundred million dollar companies and they’re scared to work 12 hours a day we are not catching up in our action to our ambitions and what it leads to is a whole lot of complaining of course it’s supposed to be hard people Gary it’s so hard no shit asshole you want to make millions of dollars and live your perfect life why should that be easy makes no sense do you know that most people in this room with their ambitions for their startups or careers are actually projecting to a one-percent life you know how that math actually works out we are completely disconnected from reality and and as a lot of people in here that maybe have a couple of gray hairs or losing their hair like I am know we’ve lived through a very good global economic period over the last seven or eight years I want to remind everybody here who’s been in tech for twenty years about the late 90s early 2000s and 2007 and eight my friends if I can leave this trip to Germany with one thing I’m going to leave you with this please and I mean please forget about the inspiration and the awesome fucking DJ and the good speakers forget all that I’m asking you to do one thing for me please get practical please get practical let me tell you why if you wanna start up in this room and you’re losing money each month because you raise capital you’re in deep fucking shit let me explain why it doesn’t take a hero or a successful entrepreneur to lose money each month and when inevitably whether it’s tomorrow morning or 24 months from now but I sure know when we go to seven or eight years of economic growth we’re just a few minutes away again I don’t know if it’s tomorrow I don’t know if it’s four years from now but it just can’t go another seven that when that money drives up when that money is gone you actually have to make money over the two cycles of tech innovation and this space that I’ve been in what happens is everybody here goes from saying entrepreneur and founder into their Instagram to working at Bank of America or GE it is right now let’s do a call to arms let’s use this remarkable event to not only get inspired and rah-rah and cheer ourselves up in our bullshit ecosystem let’s use today for everybody to look in the mirror and ask themselves if they’re being practical about what they’re doing because it can’t go great forever and the best way to survive it is to be practical how many people have a start-up or an entrepreneur running their own business raise your hands i or you to get very serious about what i’m talking about for the rest of you and the rest of us it is time to trade attention we are living through the greatest era of business ever it is remarkable that this has become the remote control of our lives there’s nothing nothing more important than this when I hear the word social media I know so many people think of that as a sprinkle as an afterthought as an emerging kind of thing to me it is every minute of what people spend on this device outside of utilities and games it is the foundation it is the foundation of our society this is the remote control of our lives and over 50 percent of our time is spent on one of these seven or eight social networks to me the term social media is the slang term for the current state of the internet and I implore you and I promise you that if your strategy around communicating on those seven eight-nine websites that matter is not the first thing on your mind you will have zero relevancy over the next decade and most importantly and this matters what scares me quite a bit is that most of you when you see these logos you think of a piece of content that you make and you think of those five channels and more as places where you distribute it these are not just distribution channels these are channels where you have to natively story tell in the context of the platform the videos that work on YouTube versus Facebook are different you don’t take the same video and just post it for distribution the picture on Instagram and Facebook is different you were disrespecting the psychology of the user even if it’s a fad do right there with the white hat and the hustle mow t-shirt when he’s on Instagram and he’s on Facebook he’s a different dude his mindsets different he follows different people he’s on those channels for different reasons it is imperative that not only do you start thinking about your content strategy on these platforms for your business how many people here on the b2b business b2b hire perfect b2b friends you are disrespecting how much b2b business is happening here facebook allows you to target the employees of customers you can make a three-minute video that says does the CFO of your company know and then send it to all the employees of and then all of a sudden that CFO is getting 50 60 emails from employees of his or her company making them aware of your SAS product for the CFO this is what I’m talking about about headline readers versus practitioners headline readers don’t think that b2b is happening here practitioners are exploiting it and making real money headline readers think that you have to make short videos on social media practitioners are making 20 30 40 minute videos telling their story compelling people into their world read marketing to the people that actually why on it and close it and close those sales by remarketing if somebody watched 37 minutes of your video about you or your business when you remarked it that view was a call to action you don’t think you’re going to convert them my friends we are looking we’re living through this incredible era of massive opportunity yet everybody is talking and reading and nobody’s fucking doing start fucking executing don’t read about how to win on snapchat download the fucking app and do something dick face slice I try I don’t know you fix at all but I promise you this you’re not sitting there because you heard or pondered or thought about it you fucking execute it somehow right yeah I mean you don’t think it’d be really fucking rad to throw a conference you fucking did it you didn’t dream about fucking spinning you fucking practice not a better your grandparents my grandparents they had a shit compared to us we have the Internet I don’t have you heard about it it’s really fucking good and what it does is it allows us to be practical about having a much better life if we choose to put in the work you can actually work your nine-to-five pay your bills come home have a beer and then start working on what you want because the infrastructure exists your grandparents had to have their job they couldn’t open their other business because it was at night and you like this is a remarkable era to be around and yet we are completely wasting it let me actually throw you for a complete curveball you know what you all need to do you only need to go and and volunteer at a senior citizen home if you want to do one thing if anything besides being practical and start making money instead of losing money is what you remember from this talk this morning please make it that you need to go to a senior citizen home and volunteer for one day here’s what I want you to do spend one day at a senior citizen home and I promise you you will leave with the following you will leave that the scariest thing in the world the scariest thing in the world to human beings is regret what you will see and those 80 and 90 year olds some will be happy and they’ll be content but you will see something at scale that scares the living shit out of me it’s called regret the amount of people that wish they did things is scary and let me promise you something when you’re 93 it’s hard to pull it off we are so fortunate we live in a hero right now where mainstream media in every part of the world is pumping down nothing but negativity yet every piece of data shows you that this is the greatest era to ever be alive and I understand we have problems we all have massive problems but they’re not as bad as they used to be as bad as brexit or Trump or terrorism or as bad as anything you think is depending on your points of view it’s better than the black fucking plague we have to put things into context and if you’re fortunate enough to be here today to know to be here today to afford to be here today you are sitting in an incredible spot of the seven point seven billion people on earth and I just don’t understand why you wouldn’t take full advantage of it and it starts with something very basic which is actually start understanding how this is all working deeper not wider you don’t need to know in theory how a I and Alexa Boys and B are and social media work you need to start understanding how one of those things works deeply I’ve gotten here today because I didn’t come to conferences and talk or make videos or build a personal brand for the first 15 years of my career let me remind many of you long before I was Gary Vee I was Gary Vaynerchuk building a liquor store by being good at email marketing at Google AdWords at banner retargeting at YouTube marketing I was a fucking practitioner and then once I built something from 0 to 60 milli to 60 million with no money once I built something then I had a little audacity to come and talk to you about how I did it the amount of 23 year old business coaches and marketing gurus who haven’t done dick shit and their fucking life that’s out there on Instagram right now is startling it is time to do and less talking and more fucking doing right yeah excited you you agree right random shit it’s the gram influencers Instagram influencers right now today for doers is the probably by only behind Facebook ads the single best arbitrage in marketing the fact that you can reach out to people that have three hundred three thousand thirty thousand three hundred thousand and three million followers and trade with them for exposure for your product and service is remarkable especially because 80 percent of them don’t know how to price themselves and there underpriced 10% of them are so overpriced because they think they’re followers of a lot of followers means that they’re valuable so you have to be careful the top-end but when you start getting into that 30,000 to 400,000 followed people the remarkable value of just giving them the product or giving them a hundred bucks to give a shot on the product so many people’s businesses and careers would be in a much greater place today if they spent 3 to 5 hours a day DMing Instagram influencers and business developing with them and building exposure for their brand yet most of you will hear this you’ll be like yeah you might do it for a day I said 3 to 5 bucket hours you know you may do it for a day you may do it for a week you may not do it at all and then in four years from now you’ll look back and regret it how many people have been doing digital marketing or business in the internet world for 15 years or more just raise your hands just cured high please raise it high just curious a lot of you who raised her hands know that if I was giving this speech when I was building Wine Library in 2001 and I was talking about Google AdWords and they were 5 and 10 cents a click a lot of you with your mindset would still be trying to figure out what the ROI of that was why direct mail was better or newspapers were better that most people weren’t on search yet and why would people go to Google Yahoo was the leader like that’s what you would debate yet we all sit here 10 15 years later regretting that we didn’t spend all our money on Google AdWords because the arbitrage was unbelievably phenomenally under priced I will make I’m saying this now not for the 5,000 of you I’m saying what I’m about to say for myself because I’m selfish because d-roc somewhere here and I’m going to use the cliff for myself in five years to prove to everybody that I was right as we sit here today if you are not spending the majority of your money on your marketing on Facebook ads on Instagram influencers you are making a massive mistake in 36 to 48 months all of you will be spending three four five six ten fifteen times more money to achieve the same goal that can be achieved today so I implore you if you do not know how to do Facebook advertising at scale if you do not know what’s going on in the influencer marketing specifically on Instagram YouTube and snapchat as well that there’s an incredible website that you can go to that will help you figure out every little detail of what I can’t get to in here over the next five minutes so I know some of you like to write down sites I see some of you pulling out I’ll spell it for you gee oh oh gee oh yeah you like that one that’s good right I don’t know one yeah I mean it’s remarkable to me how many people ask me well Gary how do I do that zip code or that employees of Facebook ad you Google how do I run Facebook ads against employees of companies enter six hundred fucking thousand results on how to do it practitioner ship I’ve been in this game for twenty years right now and I promise you from the day I met Bob ten years ago it is very simple ninety-nine percent of people talk pontificate read and think and 1 percent do the more you can push yourself to do the more you can take risks the fact that not every person in the world wakes up every morning Opel’s opens their Apple or Google phone looks at the top 100 apps on either one of those platforms and then downloads any app that they’re not aware of whether that’s Marco Polo or anchor musically or house-party today or snapchat and Instagram three or four years ago blows my mind you will always know what’s coming by just looking at the data people you say to me you’re always so right you’re you’re like people like you’re like you know how do you know the future I’m like listen I’m not Nostradamus this is very simple I do the work I wake up in the morning I open my Apple phone I go to the App Store app I go to top 150 free apps in the world I go to the bottom first and anything I’ve never seen before that’s hit the top 150 I click it to read if it’s a social network I download it I taste it yes I do understand consumer behavior maybe a little bit better than most but I would have never gotten there if I didn’t download it read it use it and put in the work and what I know is for every plurk for every social cam for every vine for every Marco Polo or other things that doesn’t make it all you have to do is go 1 out of 50 for it all to be worth it I’m willing to put in the work I’m willing to be a practitioner I’m willing to be practical I think about the whw that what the hell am I going to say how am I going to say it and where I’m going to say it and I do it over and over and over and over and over and over and over and over and over and over and over and over and I will do it for the rest of my life I will become a billionaire I will buy the New York Jets and I will win Super Bowls thank you you

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