RonAmok!

The adventures of an analog engineer and digital storyteller who studies emerging networks and their impact on the great game of business.
Oct 29, 2008

Not only did I have the great pleasure of seeing Gary Vaynerchuk speak live at the Marketing Profs Digital Mixer last Thursday in Scottsdale, AZ, but as a bonus, I got to chat with him over lunch. Gary is one of those people who can recharge the batteries of everyone around him. He’s the New Media Evangelist’s New Media Evangelist. Very smart and very entertaining. His only flaw is that he’s a NY Jets fan (Says the Pats fan!)

I recorded his entire talk with my Flip camera, but unfortunately the sound wasn’t up to snuff. So instead, I went through his entire presentation and pulled out ten of my favorite Garyisms. Here I present:

Gary Vaynerchuk on…

…content: “If content is King, marketing is Queen and she runs the house.”

Pumping out great content is not enough. The best everything, is not the best business. The best running shoes are not the best sellers. The best song is not number one. The best Pinot Noir is not the biggest seller. Marketing is the difference

…changing the rules of Marketing:

At the end of the day, nobody cares about anything that you do unless you give them eyeballs to convert an action. When the eyeballs go to different places, you better go there. If the fish leave this pond and they go to that pond, be there.

…Word of Mouth:

The Internet is so different today than it was five years ago, it is scary. Word of mouth is on steroids. Here’s why. Because now we have tools that let us keep pushing the conversation forward. The word is traveling. Word of mouth is changing so much.

If somebody came to my store and loved Wine Library and got great service and she was the biggest socialite on the Upper East Side in Manhattan, how many people could that yenta have possibly told? A hundred? But now, if Chris Brogan thinks my wine is yummy, he can re-tweet that sh*t to 18,000 people. And 34 if them may think that is cool. And one of those 34 is me. I have 18,000 and I re-tweet it. And you know who follows me? An editor or producer at Fox — who tracks it back and all of a sudden your consumer is on the show.

Word of mouth, remember that. In your world, marketers, it’s the word of mouth that’s changing. Your fan-base, your friends, they’re the ones that are going to build you. They always were but the difference is that they are no longer armed with sling shots; they’ve got machetes too.

…Social Media technology:

Twitter, and Seesmic, and Facebook…are tools. They’re a screw driver, a telephone, a car. They don’t make a difference. You make the difference. Use the tools.

The tools are there. You just need to use them. Creating a Twitter account or making a Facebook fan page is like buying a house and not furnishing it.

Anyone who doesn’t spend at least an hour a day on search.twitter.com is making a huge mistake. The free data that is on search.twitter is amazing. You can search anything, and see what people are saying about it. You can eavesdrop on every conversation in the world. And it’s free.

…corporate resistance to Social Media:

We’re living in an age where the gatekeepers have been eliminated…companies don’t want to hear that they can’t control the message anymore…If your product your service is broken — you’re broken. ‘Cuz your intern or your cousin or your neighbor is going to expose you on the Internet. Try spending less time and effort trying to control your message and fix your message. You’ll be far better off. Because if you don’t think that every iPhone in 2010 is going to be streaming direct to the Internet live, then you have no idea what’s going on. You’re not paying attention. So if you have cockroaches in the back of your pizzeria, clean that sh*t up.

…Social Media Marketing success:

Everyone thinks this is some magic pill. There’s no magic pill. Here’s what works. Work. You’ve got to work. I don’t want you to spend a lot of money, but I want you to spend a lot of time.

Remember when your grandmother used to say, “Stores aren’t the same anymore.” When the butcher used to say, “Sally, you want some lamb tonight?” You can do that, virtually. And if you are outsourcing these types of activities to interns, then you’re dead. Please don’t do it. Outsource everything else.

It’s all about authenticity and transparency. You can build enormous brand equity…Way too many people are scared to ask for what they want. If you are transparent and authentic, there’s nothing to be afraid of.

…B2B and Social Media:

There’s only one thing that we consume. We consume brands. That’s what we do. When you have brand equity you win. So, depending on your space, my biggest game plan would be to build the biggest brand equity that will be attractive to all the partners in your B2B space. Always build brand.

…results:

Way too many of you in this room have had great ideas, and can make things happen, but you haven’t been patient enough. You didn’t see a return on your investment. It wasn’t worth it. Nothing comes easy. The great stuff is hard. And so I pumped out a show for 18 months, and then finally, one of them who was a New York Magazine writer that became a fan, and she wrote an article, and then Joel Stein read that article at Time magazine and he wrote an article, and then Conan’s producer saw that and put me on the air…and away it went.

…personal brand:

I want my DNA to be my personal brand. I want Gary Vaynerchuk to be my personal brand. I do not want to be known as the wine guy. I want to stay-on-brand that’s coming and flowing through my body, my DNA.

…Personal Brand vs. Company Brand?

You build both. Steve Jobs has personal brand and the company’s got brand. Understand who you are. If you are an introvert, be the greatest introvert that there ever was.

Tags:

Filed under: Social Media

Comments

Thanks for summarizing Gary’s talk, Ron. Totally agree that he is very smart and very entertaining. “Engaging” I’d call him. I think my favorite line in your summary (that I hadn’t heard from him before) was “If you’ve got cockroaches in the back of your pizzeria, clean the sh*t up.” That’s a great point.

Bob Dwyer
October 29, 2008

Thanks for summarizing Gary’s talk, Ron. Totally agree that he is very smart and very entertaining. “Engaging” I’d call him. I think my favorite line in your summary (that I hadn’t heard from him before) was “If you’ve got cockroaches in the back of your pizzeria, clean the sh*t up.” That’s a great point.

Bob Dwyer
October 29, 2008

Very good points, very entertaining. I didn’t understand the point about the Grandmother. Perhaps it needed some context around it.

Jon Gordon
October 30, 2008

Very good points, very entertaining. I didn’t understand the point about the Grandmother. Perhaps it needed some context around it.

Jon Gordon
October 30, 2008

Hi Jon,

The “grandmother” comment comes from the fact that in the past, your family went to the neighborhood grocery store, where the guy behind the counter knew who you were. He knows the types of food that the family buys. Perhaps he knows that you haven’t ordered the ingredients for your favorite meal in a while. Since he has a relationship with the you and the family, he can make suggestions that are relevant and valuable.

R~

ronploof
October 30, 2008

Hi Jon,

The “grandmother” comment comes from the fact that in the past, your family went to the neighborhood grocery store, where the guy behind the counter knew who you were. He knows the types of food that the family buys. Perhaps he knows that you haven’t ordered the ingredients for your favorite meal in a while. Since he has a relationship with the you and the family, he can make suggestions that are relevant and valuable.

R~

Ron
October 30, 2008

I love @garyvee! Pretty jealous that you saw him in real life. Great post Ron, good info.

Chelsea
November 15, 2008

I love @garyvee! Pretty jealous that you saw him in real life. Great post Ron, good info.

Chelsea
November 15, 2008

Hi Ron!

I’m getting my blog act together. Soon there will be a blog with my byline. No date yet. I am still gathering research. I’m a researcher and figuring out what my niche is. Like Gary said about marketing being queen and content being king, there’s a lot you can do with both prongs. If a 2×3 business card can take me a year to design, imagine what a blog will take me!

I JUST found your email with your link to the Sennheiser MD46 mike. Thanks! The podcast is in line after the blog.

It was Great meeting you at this MarketingProfs conference in Scottsdale. You had longer with him than I did! I gave him a ride to Rohit Bhargava’s branding book signing for Personality Not Included. And my car overheated! Gary didn’t stress, which relieved me. I flagged a guy with a truck at the Chevron where I left my car. He gave us a ride the final mile. : )

You did such a thorough job of covering Gary’s points. Thank you. What other seminar notes you got out there? I’m subscribing! You have a very fun, original site. I went and researched the Ford story with Scott Monty. Thanks for the link. Saw something on Twitter about it.

I’ve gotten long winded. It’s Christmas eve. Better finish my last Christmas cards!

Keep in touch! I followed you on Twitter this mornng, too!

Roseann

Roseann Higgins
December 24, 2008

Hi Ron!

I’m getting my blog act together. Soon there will be a blog with my byline. No date yet. I am still gathering research. I’m a researcher and figuring out what my niche is. Like Gary said about marketing being queen and content being king, there’s a lot you can do with both prongs. If a 2×3 business card can take me a year to design, imagine what a blog will take me!

I JUST found your email with your link to the Sennheiser MD46 mike. Thanks! The podcast is in line after the blog.

It was Great meeting you at this MarketingProfs conference in Scottsdale. You had longer with him than I did! I gave him a ride to Rohit Bhargava’s branding book signing for Personality Not Included. And my car overheated! Gary didn’t stress, which relieved me. I flagged a guy with a truck at the Chevron where I left my car. He gave us a ride the final mile. : )

You did such a thorough job of covering Gary’s points. Thank you. What other seminar notes you got out there? I’m subscribing! You have a very fun, original site. I went and researched the Ford story with Scott Monty. Thanks for the link. Saw something on Twitter about it.

I’ve gotten long winded. It’s Christmas eve. Better finish my last Christmas cards!

Keep in touch! I followed you on Twitter this mornng, too!

Roseann

Roseann Higgins
December 24, 2008

Sorry, the comment form is closed at this time.