hello everyone marco montemagno here
digital domination summit 2013 and here
with me just two words gary vaynerchuk
hi Gary hi going no Marco Mario aren’t
you tired I mean you do so many
interviews for this year you know I mean
you you are sick of it yes I’m tired
every time no no you are in great shape
I was watching you you you called me
because I was watching your picture when
you were a kid baby fantastic I really
loved it so Gary the story to give you a
little bit of context is the following
in 2008 I was checking online for
someone talking about Sassicaia because
I bought a great Sassicaia bottle which
is damn good I’m Italian of course or
wine very special wine it’s great but
it’s also damn expensive you know so I
was for someone talking about Sassicaia
and I discovered this video of this Gary
Vaynerchuk first time I ever see see you
in my life and you were talking about
sakai yeah now you know drink it after
the canting it and and so on and I
immediately thought gosh this guy is
amazing first because he knew 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
drove five cameras a production stood
your first guy and I thought this guy’s
so much better you know that’s amazing I
started to follow you from that moment
and I really have for your success and
Viner media but that’s the story how I
got you amazing
thank you Mike oh that’s amazing so Gary
I go straight to the this Thank You
economy and why is important to care
about your customers you just tweeted a
few days ago something cool you know you
you tweeted do you need anything and you
started to get feedback why you did it
can you explain to 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’s watching those 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 that story to know that a
video that I made create you know put
out there you saw like you know it’s
such an amazing feeling and so you know
the reason I ask if I can help somebody
is cuz I believe that I can and you know
I can give a piece of advice or a quick
answer you know to help you know I have
nine hundred eighty thousand people that
follow me inevitably only fifty to a
hundred are gonna ask it’s not everybody
Twitter’s very fast everybody’s sleeping
at different times in the world and so
if I have an hour and I can help people
I do what happened next was a little bit
different I’ve done that many times
before this time something interesting
happened that has made a lot more people
aware of what I’ve done
yeah I saw you someone asked you for a
night but but I don’t think you send it
and I do that but I did but I did that I
thought I did later that day by a lot of
people iPad iPhone apps I did
later that day give somebody some eggs
which became a very viral story wrote a
blog post and I got viral Huffington
Post picked it up you know doing the
right thing has a funny way of paying
itself back yeah Gary I everyone asked
you about you know social media and this
stuff that for me I’m I mean I’m into
tech business for 15 years I’m 41 years
old now so I really feel all and social
media is something old is nothing new so
more interested you know when you
launched Viner media 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 was I think a turning
point because you were showing how to
get advertisers for your blog’s
and you just did a cold call and I just
got this guy he can sell very well you
know 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 a coca-cola come to
Viner media so what’s your strategy
there my strategy there was not trying
to sell the big clients we
letting them come to me well I started
the company you know I had a small
energy drink client to pay a first bill
and that kind of helped us start the
business I think that um 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’ve met people that
bought wine from wine library you know
that I that I networked with I was
already Twitter famous you know and so
there was people that I knew so I just
went to tech conferences businesses have
been there but very honestly Marko
people came to me I didn’t come to them
you know ESPN Disney came to me PepsiCo
I saw bond and bow at an event he said
hey maybe we should work together
Campbell Soup was an intro from a friend
that I did you know business with the
NHL we got because we were working at a
buddy media another successful company
and very successful companies for 850
million dollars at 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 I knew that I didn’t want
to take small businesses that 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 okay 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 you know this
is one point because everyone agree 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 they have 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 a massive f4 what’s
your recipe for this happiness or
engagement you mean one more time
because I chopped on me for a second
mark I want to make sure I understood
the question
yeah time very quickly yeah happiness
how it can you scale the happiness of
your customer so how can you really take
care of all the customers when they are
so many go one way yeah human beings you
and me
only way you can scale hat you know
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 more but
more human stuff not automation all
right so we use no chance to use any
scaling although the scaling comes in
more human beings that’s scaling no it’s
scaling hiring more human beings all
right so is something when I have coders
you know let’s say all we need more
stuff and I say no we need more Korderas
for more people to work right listen
the answer is it’s always in the middle
but I think the developers and the way
the world is going they think they can
supply the human touch through big data
through scaleable products and then 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 did understand why I mean because I
weigh through that data could be a good
you know you it is yeah I actually think
Dana 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
in enlightens me and it gives me a
strategy to go in the offense I find
that most people most clients most human
beings most people my organization most
people in the outside world most people
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 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 a pregame rhyme I just
want to go straight to a few other
points Gary because we don’t have much
time so one thing is important videos
first of all I want to know if you’ll do
a television show because from day one I
thought Gary should do a little show and
I heard it I think I I think it will
happen all right no I’ve been offered a
lot of stuff it would I think it’s very
possible in my life that I will do TV
right and
kind of tip would you give to companies
that want to do cool videos online you
did tons of videos what’s your recipe I
get free 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 gonna 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 I was entertaining and
charismatic and the 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
– I brought entertainment that’s a very
good news – 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 platforms some people should never
do video they should write i should
never write
I need a ghostwriter to write my books
I’m not I don’t communicate as well am i
writing as I do my video that’s why so
many people like my audiobooks more than
they like my Britain right you you took
my books a jab jab jab right hook coming
out I think November 2013 pre-order
already now I saw on Amazon and how will
you launch it I mean are you figuring
out some cool new strategy to launch
your new book yes yes I’m thinking about
it every day but this cool new strategy
is old-school I’m going to call an email
every person that I’ve ever met and
asked them to help me promote it or buy
it I will email you okay in in August or
September 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 seven
books nine books you know how many
people watch this interview can you give
away ten can you buy more than one I’m
gonna go one by one by one
not bulk not a big email that you’re
gonna get that says hey my books coming
out no personal be like hey Marco great
interview back in May you know thanks
again for us
that’s a Sakaya have you drank it and
good you know Italian wines by the way
my books coming out in a month or three
months I really need your help I hope
that you know since I did something paid
forward maybe you can help me in any way
is there anything to do and we’re gonna
either delete it you’re gonna write back
you’re gonna say yes I have an idea you
can say Gary I can only afford to buy
one right now I just can’t do anything
or even say can’t buy any
whatever were you gonna say I can buy a
hundred for my friends club or you can
say my friends doing a conference and I
convinced him to buy 300 I’m gonna go
one by one by one by one by one much of
what I talk about and Thank You economy
I’m gonna execute cool very curious to
see the result a couple of question more
and then I let you go if you would
arrive from moon today okay 2013 Gary
Vaynerchuk arrived 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 gonna do I’m gonna
will work for somebody okay so you’re
gonna go I need context alright you need
context people don’t realize how
valuable contact is so I’m gonna go work
for so now if I came from the moon I
don’t know much about America it’s me
you know you know so I have no context
so I’m gonna go work for somebody I’m
gonna go sell tomatoes on the corner of
the street and in 20 years I’m gonna be
the biggest tomato grower and seller in
the world alright start from Kona and
and what kind of digital tool would you
use if you say I would start with 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 I need to start I was
looking to build my brand or build a
platform or build something I think
Facebook Twitter Tumblr Pinterest
Instagram vine they’re all very
important I figure out what I’m selling
if I’m selling cool hip sneakers I need
to look at Pinterest vine and tumblr
right along with Facebook and Twitter
and so I think it 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
driven I’m using Pinterest if I need to
sell something cool I’m using tumblr if
I need to sell something moms I’m using
so you’ve got to really understand where
to tell your story based on who your
target audiences right Gary Vaynerchuk
Gary thank you so much Jab Jab Jab right
hook I just go to get it there pre-order
now Gary thank you so much good luck for
everything
I wish you well thank you for your time take care thank you
digital domination summit 2013 and here
with me just two words gary vaynerchuk
hi Gary hi going no Marco Mario aren’t
you tired I mean you do so many
interviews for this year you know I mean
you you are sick of it yes I’m tired
every time no no you are in great shape
I was watching you you you called me
because I was watching your picture when
you were a kid baby fantastic I really
loved it so Gary the story to give you a
little bit of context is the following
in 2008 I was checking online for
someone talking about Sassicaia because
I bought a great Sassicaia bottle which
is damn good I’m Italian of course or
wine very special wine it’s great but
it’s also damn expensive you know so I
was for someone talking about Sassicaia
and I discovered this video of this Gary
Vaynerchuk first time I ever see see you
in my life and you were talking about
sakai yeah now you know drink it after
the canting it and and so on and I
immediately thought gosh this guy is
amazing first because he knew 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
drove five cameras a production stood
your first guy and I thought this guy’s
so much better you know that’s amazing I
started to follow you from that moment
and I really have for your success and
Viner media but that’s the story how I
got you amazing
thank you Mike oh that’s amazing so Gary
I go straight to the this Thank You
economy and why is important to care
about your customers you just tweeted a
few days ago something cool you know you
you tweeted do you need anything and you
started to get feedback why you did it
can you explain to 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’s watching those 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 that story to know that a
video that I made create you know put
out there you saw like you know it’s
such an amazing feeling and so you know
the reason I ask if I can help somebody
is cuz I believe that I can and you know
I can give a piece of advice or a quick
answer you know to help you know I have
nine hundred eighty thousand people that
follow me inevitably only fifty to a
hundred are gonna ask it’s not everybody
Twitter’s very fast everybody’s sleeping
at different times in the world and so
if I have an hour and I can help people
I do what happened next was a little bit
different I’ve done that many times
before this time something interesting
happened that has made a lot more people
aware of what I’ve done
yeah I saw you someone asked you for a
night but but I don’t think you send it
and I do that but I did but I did that I
thought I did later that day by a lot of
people iPad iPhone apps I did
later that day give somebody some eggs
which became a very viral story wrote a
blog post and I got viral Huffington
Post picked it up you know doing the
right thing has a funny way of paying
itself back yeah Gary I everyone asked
you about you know social media and this
stuff that for me I’m I mean I’m into
tech business for 15 years I’m 41 years
old now so I really feel all and social
media is something old is nothing new so
more interested you know when you
launched Viner media 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 was I think a turning
point because you were showing how to
get advertisers for your blog’s
and you just did a cold call and I just
got this guy he can sell very well you
know 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 a coca-cola come to
Viner media so what’s your strategy
there my strategy there was not trying
to sell the big clients we
letting them come to me well I started
the company you know I had a small
energy drink client to pay a first bill
and that kind of helped us start the
business I think that um 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’ve met people that
bought wine from wine library you know
that I that I networked with I was
already Twitter famous you know and so
there was people that I knew so I just
went to tech conferences businesses have
been there but very honestly Marko
people came to me I didn’t come to them
you know ESPN Disney came to me PepsiCo
I saw bond and bow at an event he said
hey maybe we should work together
Campbell Soup was an intro from a friend
that I did you know business with the
NHL we got because we were working at a
buddy media another successful company
and very successful companies for 850
million dollars at 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 I knew that I didn’t want
to take small businesses that 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 okay 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 you know this
is one point because everyone agree 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 they have 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 a massive f4 what’s
your recipe for this happiness or
engagement you mean one more time
because I chopped on me for a second
mark I want to make sure I understood
the question
yeah time very quickly yeah happiness
how it can you scale the happiness of
your customer so how can you really take
care of all the customers when they are
so many go one way yeah human beings you
and me
only way you can scale hat you know
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 more but
more human stuff not automation all
right so we use no chance to use any
scaling although the scaling comes in
more human beings that’s scaling no it’s
scaling hiring more human beings all
right so is something when I have coders
you know let’s say all we need more
stuff and I say no we need more Korderas
for more people to work right listen
the answer is it’s always in the middle
but I think the developers and the way
the world is going they think they can
supply the human touch through big data
through scaleable products and then 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 did understand why I mean because I
weigh through that data could be a good
you know you it is yeah I actually think
Dana 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
in enlightens me and it gives me a
strategy to go in the offense I find
that most people most clients most human
beings most people my organization most
people in the outside world most people
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 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 a pregame rhyme I just
want to go straight to a few other
points Gary because we don’t have much
time so one thing is important videos
first of all I want to know if you’ll do
a television show because from day one I
thought Gary should do a little show and
I heard it I think I I think it will
happen all right no I’ve been offered a
lot of stuff it would I think it’s very
possible in my life that I will do TV
right and
kind of tip would you give to companies
that want to do cool videos online you
did tons of videos what’s your recipe I
get free 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 gonna 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 I was entertaining and
charismatic and the 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
– I brought entertainment that’s a very
good news – 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 platforms some people should never
do video they should write i should
never write
I need a ghostwriter to write my books
I’m not I don’t communicate as well am i
writing as I do my video that’s why so
many people like my audiobooks more than
they like my Britain right you you took
my books a jab jab jab right hook coming
out I think November 2013 pre-order
already now I saw on Amazon and how will
you launch it I mean are you figuring
out some cool new strategy to launch
your new book yes yes I’m thinking about
it every day but this cool new strategy
is old-school I’m going to call an email
every person that I’ve ever met and
asked them to help me promote it or buy
it I will email you okay in in August or
September 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 seven
books nine books you know how many
people watch this interview can you give
away ten can you buy more than one I’m
gonna go one by one by one
not bulk not a big email that you’re
gonna get that says hey my books coming
out no personal be like hey Marco great
interview back in May you know thanks
again for us
that’s a Sakaya have you drank it and
good you know Italian wines by the way
my books coming out in a month or three
months I really need your help I hope
that you know since I did something paid
forward maybe you can help me in any way
is there anything to do and we’re gonna
either delete it you’re gonna write back
you’re gonna say yes I have an idea you
can say Gary I can only afford to buy
one right now I just can’t do anything
or even say can’t buy any
whatever were you gonna say I can buy a
hundred for my friends club or you can
say my friends doing a conference and I
convinced him to buy 300 I’m gonna go
one by one by one by one by one much of
what I talk about and Thank You economy
I’m gonna execute cool very curious to
see the result a couple of question more
and then I let you go if you would
arrive from moon today okay 2013 Gary
Vaynerchuk arrived 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 gonna do I’m gonna
will work for somebody okay so you’re
gonna go I need context alright you need
context people don’t realize how
valuable contact is so I’m gonna go work
for so now if I came from the moon I
don’t know much about America it’s me
you know you know so I have no context
so I’m gonna go work for somebody I’m
gonna go sell tomatoes on the corner of
the street and in 20 years I’m gonna be
the biggest tomato grower and seller in
the world alright start from Kona and
and what kind of digital tool would you
use if you say I would start with 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 I need to start I was
looking to build my brand or build a
platform or build something I think
Facebook Twitter Tumblr Pinterest
Instagram vine they’re all very
important I figure out what I’m selling
if I’m selling cool hip sneakers I need
to look at Pinterest vine and tumblr
right along with Facebook and Twitter
and so I think it 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
driven I’m using Pinterest if I need to
sell something cool I’m using tumblr if
I need to sell something moms I’m using
so you’ve got to really understand where
to tell your story based on who your
target audiences right Gary Vaynerchuk
Gary thank you so much Jab Jab Jab right
hook I just go to get it there pre-order
now Gary thank you so much good luck for
everything
I wish you well thank you for your time take care thank you
Please follow and like us: