Checking off one item on my bucket list, last week I had the sincere pleasure of seeing Gary Vaynerchuk speak live at PCBC 2014 in San Francisco. As usual, Gary covered a number of topics that are incredibly relevant to businesses everywhere. I want to highlight just a couple of those concepts here.
Gary Vaynerchuk is highly in demand as a speaker at business conferences, even though he regularly challenges the status quo. Plus, how often do you see an explicit content warning for a keynote speaker at a professional conference?
Stop being romantic about your company
In the clip below, from a previous talk, Gary tackles The Innovator’s Dilemma—the idea that once innovative companies lose their edge when they stop innovating. Businesses resting on their laurels, celebrating previous success, are ripe for disruption from others:
Most companies using social media act like a 19 year old dude…
…trying to close on the first transaction:
This is covered in much greater detail in Vaynerchuk’s latest book, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World
Are you marketing in the year we live in?
One of the number one points that Gary makes—really the primary thesis of his talks—is that you have to go where your customers are. Perhaps more to the point, you have to go to where the customers you want to have are. In 2014, that means using social media. It means mobile, first. It means always looking to the horizon to find out what medium your (prospective) clients are heading to next.
The difficulty, of course, is justifying the time and money spent in such pursuits. This is the dreaded ROI of social media issue that so many marketers must unfortunately deal with. Here is a slideshow from Gary on the topic:
What’s the Point?
With his brother AJ, Gary has established an incredibly successful social and digital media marketing agency called VaynerMedia that caters primarily to large enterprise companies. VaynerMedia’s value proposition isn’t so much about the content produced, as much as it is helping brands understand the context within which it exists.
During the brief Q and A following Gary’s talk, one gentleman mentioned probably the number one topic on everyone’s mind. (PCBC is a builder’s convention, so everyone in the room is connected to the real estate/construction industry in some manner.) Here is roughly what he said:
Let’s say I want to connect with the president of Wells Fargo. I don’t think he is sharing what he ate on Twitter or SnapChatting away with his friends. So how am I going to reach him?
To which Gary replied, “what were you planning to do—take out a full page ad in the Wall Street Journal hoping that he’ll see it?” Then Gary told a story about how he and the VaynerMedia team landed a multi-million dollar contract with an executive that was fairly old, and definitely not a big social media user. However, this executive’s children were active on social media and VaynerMedia targeted content at them with the hope that they would in turn share it with the old man.
The gentlemen in the audience asking the question then said to Gary, “that story was worth the price of admission for this whole conference,” and then walked away.
Gary Vaynerchuk on stage at PCBC 2014