RonAmok!

The adventures of an analog engineer and digital storyteller who studies emerging networks and their impact on the great game of business.

Last week I took an “academic” approach to the New Media ROI question. Today, Social Media Powerhouse Gary Vaynerchuk takes a much more “energetic” approach.

Here is a link to Gary’s original post with the video embedded in it.

There’s so much to like about this video. The fact that Gary reminds us that ROI cuts both ways, and we must evaluate the old methods as well as the new. The fact that he’s using a free, video-streaming service called UStream to interact with 125 live viewers, who respond INSTANTLY to his question! Can your marketing research firm do that?

My favorite part is where he challenges Macy’s, suggesting that they’d get more ROI hiring 30 interns to interact with customers through Twitter than paying for its full page newspaper ad (that’s probably in some recycling bin by now).

And lastly, let’s not forget about the divide by zero part. All of the tools that Gary used for this little production are available to any company FOR FREE. In these tough economic times, where major financial institutions need cash bailouts, free might help. I may be a simple boy from New England, but the last time I checked, free doesn’t require much cash.

Are companies using these tools yet? Nope. Remember, most of the executives I’ve spoken with recently can’t even identify the RSS symbol. But the day will come when some Tipping Point occurs. Maybe all of the newspapers will have disappeared, or maybe all of the journalists will have become indie or corporate bloggers, but something will happen that makes it impossible for the Traditionals to continue their Zombie-like walk from the parking lot to their offices and back again. And when that day comes, hoards of Traditionals, those who only know how to control messages or spoon feed a skeptical press, will either be seeking new employment or working for who “get it.”

I’m looking forward to hearing Gary speak at the Marketing Profs Digital Marketing Mixer in a few weeks. Maybe I’ll have a chance to ask him some questions for the RonAmok! crowd.

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Filed under: Audience is an Asset

Comments

Gary has an amazing ability to make *anything* he talks about interesting. I started following him about a year ago on Wine Library TV, but I’ve noticed that as he’s branched out into Social Media advice-giver (and other areas) that he brings the same level of enthusiasm to other subjects as well. He’s definitely one to watch- one of the “he’ll be successful at whatever he does” kind of guys.

Bob Dwyer
October 11, 2008

Gary has an amazing ability to make *anything* he talks about interesting. I started following him about a year ago on Wine Library TV, but I’ve noticed that as he’s branched out into Social Media advice-giver (and other areas) that he brings the same level of enthusiasm to other subjects as well. He’s definitely one to watch- one of the “he’ll be successful at whatever he does” kind of guys.

Bob Dwyer
October 11, 2008

It is a crying shame that Gary has such a low key approach and no passion! His dry, bland delivery, whether he is reviewing wine, giving a live presentation or ripping traditional media, leaves me flat 😉

It is interesting to note that he has not yet abandoned all traditional media advertising as it is likely too early to do so. Especially when you consider his product at Wine Library. Yes, he has an unbelievable fan base that drinks under $15 bottles of wine. Yet it is many of the folks that read the newspapers and see the billboards that buy the higher margin 95+ point CA Cabs or the first growth Bordeaux….for now.

Rob
October 13, 2008

It is a crying shame that Gary has such a low key approach and no passion! His dry, bland delivery, whether he is reviewing wine, giving a live presentation or ripping traditional media, leaves me flat 😉

It is interesting to note that he has not yet abandoned all traditional media advertising as it is likely too early to do so. Especially when you consider his product at Wine Library. Yes, he has an unbelievable fan base that drinks under $15 bottles of wine. Yet it is many of the folks that read the newspapers and see the billboards that buy the higher margin 95+ point CA Cabs or the first growth Bordeaux….for now.

Rob
October 13, 2008

[…] ROI of New Media in: How do you divide by zero? In October, I posted Gary V’s thoughts in: Gary Vaynerchuk divides by zero. Today, we have David Meerman Scott’s thoughts on the […]

RonAmok! » David Scott divides by zero
July 28, 2010

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