Gary Vaynerchuk | Interview at Digital Domination Summit with @montemagno


Hello, everyone. Marco Montemagno here, Digital
Domination Summit 2013, and here with me, just two words, Gary Vaynerchuk. Hi, Gary,
how you going?>>I’m doing well, Marco. How are you?>>Aren’t you tired? I mean, you’re
doing so many interviews for this year. I mean, you are sick of it.>>Look at this.
Yes, I am tired. I look awful. I’m very tired.>>No, you are in great shape. I was watching
you. You called me, because I was watching your picture when you were a kid, [laughter]
when you were a baby, fantastic, I really loved it. So Gary, the story, to give it a
little bit of context, is the following. In 2008, I was checking online for someone talking
about Sassicaia, because I bought a great Sossicaia bottle, which is damn good. I’m
Italian, of course—>>Special wine, very special wine.>>It’s great, but it’s also
damn expensive, you know. So, I was looking for someone talking about Sossicaia, and I
discovered this video of this Gary Vaynerchuk—first time I ever see you in my life. And you were
talking about Sossicaia and how, you know, drink it after decanting it, and so on. And
I immediately felt, gosh, this guy is amazing, first because he knows his stuff about wine,
and second, I was hosting a television show on Sky News for seven years, and I was impressed
by the fact that you just got one camera, a bottle of wine, and that was the show. And
I had, I don’t know, five cameras, a production studio for Sky, and I thought, this guy is
so much better, you know, that’s amazing. So I started to follow you from that moment,
and I really have followed your success on VaynerMedia and so on. But that’s the story,
how I got here.>>Thank you so much. Amazing. Thank you, Marco. That’s amazing.>>So, Gary,
I just read this Thank You Economy and why it is important to care about your customers.
You just tweeted a few days ago something cool, you know. You tweeted, “Do you need
anything?” And you started to get feedback—Why you did it? Can you explain to all our business
friends watching us why you did it?>>Because I think most people in business are always
asking for something, instead of giving something, and basic human nature tells you that the
more you give, the more you get, and, you know, I have everything I want at some level.
You know, I obviously have big ambitions. Anybody who’s watching knows I want to buy
a billion-dollar football team. But, for the most part, I have what I want, and I’m very
thankful. I’m driven by gratitude, Marco. You know, I wish more people could feel the
way I felt when you just told my story. To know that a video that I made—create, you
know, put out there— You saw it. You know, it’s such an amazing feeling. So, you know,
the reason I ask if I can help somebody is ’cause I believe that I can, and if I can
give a piece of advice or a quick answer— I have 980,000 people that follow me. Inevitably,
only 50 to 100 are going to ask. It’s not everybody. Twitter’s very fast. Everybody’s
sleeping at different times. And then we’re all done. So I had an hour and I can help
people, I do. What happened next was a little bit different. I’d done that many times before.
This time, something interesting happened that has made a lot more people aware of what
I’d done in the past.>>Yeah, I saw, someone asking for a knife, but I don’t think you
sent it.>>No, but I did later that day buy a lot of people iPhone apps. I did later that
day give somebody some eggs, which became a very valuable story. We made a blog post,
and it got viral. Huffington Post picked it up. You know, doing the right thing has a
funny way of paying itself back.>>Yeah. Gary, everyone asks you about social media and this
stuff that, for me, I’m in the tech business for 15 years. I’m 41 years old now, so I really
feel old. And social media is something old today; it’s nothing new. I’m more interested,
when you launched VaynerMedia, I was very interested to understand how you got the big
clients. And here is another story about a video that I saw from you in 2008, I think,
where it was, I think, a turning point, because you were showing how to get advertisers for
your blogs. And you just did a cold call, and I was, gosh, this guy, he can sell very
well. So my question is, how do you sell to get the big companies? Because you have big
companies, big clients, for VaynerMedia. And I don’t think you just do a tweet and say,
hey, call, come to VaynerMedia. So what’s your strategy there?>>My strategy there was
not trying to sell the big clients. Meaning, letting them come to me. When I started the
company, I had a small energy drink client to pay a first bill, and that kind of helped
us start the business. I think that right off the bat, you’re just networking. I was
lucky enough that I was already a pretty big success in my own business. So I had people
that I’d met, people that bought wine from Wine Library, that I networked with. I was
already Twitter-famous, and so there was people that I knew. So I just went to tech conferences.
Businesses had been there. But very honestly, Marco, people came to me. I didn’t come to
them. ESPN, Disney came to me. PepsiCo, I saw [inaudible] Ballard at an event. He said,
hey, maybe we should work together. Campbell Soup was an intro from a friend that I did
business with. The NHL we got because we were working out of Buddy Media, another successful
company, a very successful company, it sold for 850 million dollars. And Google, we were
working out of their conference room, and that led to us getting the NHL as a client,
which was a big important client for us early on. So, you know, it was kind of just serendipitous
hustling, networking, but we didn’t really want to take small businesses. I only wanted
to take big businesses, and that’s how I got big clients, because I made the mental decision
to only take big clients.>>Right. Gary, one thing that I always get asked— and I’m happy
to be finally here with you, so I can ask it straight to you— How do you scale happiness?
This is one point, because everyone agrees when you do okay, be generous and do all this
stuff, and love your customers. Do everything for them. But when you have your clients,
I mean there are so many customers, how can they really scale this kind of attitude? They
can use any kind of tool, platform, only people that just stay there and is a massive effort.
What’s your recipe for this?>>Happiness or engagement? You mean—one more time, because
it chopped on me for a second, Marco; I want to make sure I understand the question. One
more time very quickly?>>Yeah, happiness. How can you scale the happiness of your customers,
so how can you really take care of all the customers, when there are so many?>>One way.
Human beings. You and me. The only way you can scale making your customers happy is by
delivering great work and by scaling human beings. More effort. More caring. More giving
a crap.. More interaction. More hustle. More. More, more, more, more, but more human stuff,
not automation.>>All right. So it’s no chance to use any—>>There’s no scaling. You know
where scaling comes in? More human beings. That’s scaling.>>All right.>>You know what’s
scaling? Hiring more human beings.>>All right. So if something—when I have coders, you
know, that say, “Aw, we need more stuff,” and I say no, we need more coders or more
people to work. Right. I like—>>It’s Emerson. The answer is it’s always in the middle, but
I think the developers and the way the world’s going, they think they can supply the human
touch through big data, through scalable products, and the answer is you just can’t.>>All right.
In one interview, you recently said that data is defensive. If I remember well. And I didn’t
understand why, because I always thought that data could be useful.>>It is. I actually
think data is an amazing plate. So the context in question is where I’m coming from, so I
actually use data to be on the offense. It enlightens me and it gives me a strategy to
go on the offense. I find that most people, most clients, most human beings, most people
in my organization, most people in the outside world, most people use data as a defense,
as something they consume, as something that they want to report on what they already did.
And I think you need to flip that and use the data to give you information and strategy
and insight into what to do forward. Most people don’t do that. They use the data as
consumption, as a post-game instead of as the strategy for the pre-game.>>Right. I
just want to go straight to a few other points, Gary, because we don’t have much time.>>Go
ahead. One thing is important—videos. First of all, I want to know if you’ll do a television
show, because from day 1, I thought Gary should do a television show. And I heard that—
>>I think it will happen.>>All right.>>You know, I’ve been offered a lot of stuff. I
think it’s very possible in my life that I will do TV.>>Right. And what kind of tip
would you give to companies that want to do cool videos online? You did tons of videos.
What’s your recipe?>>Whether it’s video, whether it’s audio, whether it’s the written
word, whether it’s art, music, comedy, pictures, you have to bring value, and it has to be
something that’s consumable and understandable by the customer. Period. You have to bring
value. It has to entertain you, it has to make you think. Too many people just do it
for the sake of doing it and think it’s going to work. You know, you’re right, Marco, you
must have been able to tell when I did that wine video that 15 years of wine knowledge
was put into my brain and living, before I ever started that show. And, so yes, it was
entertainment and charismatic and things that you saw as a television man, and other people
have seen, to know that I had it, but on top of that, I had to know my stuff, so I brought
value in twofold. One, I brought value in content quality of information. Two, I brought
entertainment. That’s a very good mix, so something successful. Some people don’t bring
either, and sometimes people have great information but it’s so boring that they don’t know how
to communicate. So you need to find the right platform. Some people should never do video.
They should write. I should never write. I need a ghostwriter to write my books. I don’t
communicate as well in my writing as I do in my video. That’s why so many people like
my audio books more than they like my written—>>Right. Talking about books, Jab, Jab, Jab,
Right Hook, coming out, I think, November 2013.>>Yes.>>Pre-order [inaudible] on Amazon.
>>Yes. And how will you launch it? I mean, are you figuring out some cool new strategy
to launch your new book?>>Yes, I’ve been thinking about it every day. But the cool
new strategy is old school. I’m going to call in every person that I’ve ever met and ask
them to help me promote it or buy it. I will email you in August or in September or October
and say, Marco, remember when I was a good guy and gave you an interview? I’d really
love your support, whether it’s one book, two books, several books, nine books—you
know, how many people watch this interview? Can you give away ten? Can you buy more than
one? I’m going to go one by one by one. Not bulk, not a bulk email that you’re going to
get that says, hey, my book’s coming out. No, personal. You’re like, hey, Marco, great
interview back in May. You know, thanks again for asking me about Sossicaia. Have you drank
any good Italian wines? By the way, my book’s coming out in a month, or three months. I
really need your help. I hope that, since I did something paid forward, maybe you could
help me in any way. Is there anything you could do? You’re going to either go read it,
you’re going to write back, you’re going to say, yes, I have an idea. You’re going to
say, “Gary, I can only afford to buy one right now. I just can’t do anything.” Or you’re
going to say, “I can’t buy any.” Whatever. Or you’re going to say, “I can buy a hundred
for my friends’ club.” Or you’re going to say, “My friend’s doing a conference, and
I convinced him to buy three hundred.” I’m going to go one by one by one by one by one.
Much of what I talk about in Thank You Economy I’m going to execute, and I’m going to try
to sell a lot of books.>>Cool. Very curious to see the result. Couple of questions more,
and then I’ll let you go. If you would arrive from the moon today, okay, 2013, Gary Vaynerchuk
arrives from the moon on planet Earth, and say, Okay, I’m nobody. I’m Mr. Nobody. I have
to start a business. There is this digital stuff, but I start today. What are you going
to do?>>I’m going to go work for somebody.>>Okay. So you—>>I’m going to go— I need
contacts.>>All right.>>We need contacts. People don’t realize how valuable a contact
is. So I’m going to go work for some— Now, if I came from the moon and I don’t know much
about America, it’s— So I have no contacts. So I’m going to go work for somebody. I’m
going to go sell tomatoes on the corner of the street, and in 20 years, I’m going to
be the biggest tomato grower and seller in the world.>>All right. And what kind of digital
tool would you use if you say, I would start with—>>I, look, if you go into a little
more detail, because I went very Zen, more detailed— If I was not coming from the moon,
if I was a 22-year-old that didn’t have a lot of relationships and didn’t have family
money and all these things, and needed a start, and was looking to build my brand or build
a platform or build something, I think Facebook, Twitter, Tumblr, Pinterest, Instagram, Vine
are all very important. I’d figure out what I’m selling. If I’m selling cool hip sneakers,
I’d need to look at Pinterest, Vine, and Tumblr, right, along with Facebook and Twitter, and
so I think you have to reverse-engineer your strategy and what platforms you use, based
on what you’re selling. If I’m selling something that’s female-driven, I’m using Pinterest.
If I need to sell something cool, I’m using Tumblr. If I need to sell something to moms,
I’m using Facebook. So you’ve got to really understand where to tell your story, based
on who your target audience is.>>Right. Gary Vaynerchuk. Gary, thank you so much. Jab,
Jab, Jab, Right Hook. Just go to get it there. Pre-order now. Gary, thank you so much. Good
luck for everything.>>Marco, I wish you well. Thank you for your time. Take care. Thank
you.

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9 thoughts on “Gary Vaynerchuk | Interview at Digital Domination Summit with @montemagno

  1. Non avevo trovato questo tuo video con Gary!! Grande Marcone, tanta ammirazione per ciò che hai fatto e il modo in cui ti presenti e parli con la gente. L'umiltà di fondo e apertura mentale quando parli la trovo importantissima

  2. Grande Monty! Hai fatto delle grandi interviste con grandi personaggi del settore. Ora che hai più seguito dovresti rilanciarle perchè non riesco a capacitarmi del fatto che stiano nella zona d'ombra del tuo canale.

  3. Monty sei un visionario. Già conoscevo a Garyvee nel 2013. Mi domando se poi ti ha scritto l'e-mail per promuovere il libro

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