Splash Magazines

Interview with Gary Vaynerchuk,, Social Media Visionary - TV Marketing

By Lori Peters

View the Full Article | Return to the Site



Gary Vaynerchuk is a NY Times best selling author.  His books include The Thank You Economy, Crush It (my favorite) and now in pre-sale, Jab Jab Jab, Right Hook.  

 

Gary is like nobody else.  He is a brilliant funny, Energizer Bunny talent.  He is no holds barred, and a media Visionary.  He is the CEO of marketing company, Vaynermedia with his brother, AJ.

Next Wave with Gary

He made Conan eat dirt and Ellen lick a rock. He is a wine expert with a Jets Spitoon.  

Gary was so passionate and energetic.  He talked about how to Crush It.  His amazing book subtitled - Now is the time to cash in on your passion.  I had never heard of the term,”Crush it” before.  It may have been the first time, but I never forgot it. “Gary was really inspiring.  I wanted him for a mentor.  I wasn’t the only one though.  Gary Vaynerchuk has about a million Twitter followers..  Gary’s fans call themselves “Vaniacs”  I learned about Twitter from Gary. @Garyvee How to write a thank you to people who follow me. @Lorileepeters. 

I was very excited to do a 20 minute interview with Gary Vaynerchuk about TV Marketing, Subscription Boxes, the movie of his life and Branded Entertainment.

 

 

 E

  

Lori  Do you remember me as myhairtalking?

Gary: I do of course.   Yes we met a couple times.

 

Gary Vaynerchuk

 Lori did you meet any TV clients in LA?

Gary: No not on this trip.  It was a different kind of business trip, I was speaking at Disney and with some different people.

Lori: Are you working on on TV?  I just started a new website, http://blogmytv.com.

Gary:  great.  Great. Good for you.  I have TV clients I didn’t talk to any TV clients, so whenever you want to get into the Q and A I’m ready to go.

Lori: Ok, so like I know at that point when we met at Mediabistro, I was the only one who said I’d rather have my TV then my computer.

Gary:  Um hm.  I remember.

Lori: So what do you recommend for TV clients now, as far as social media?

 

Donald Trump


Gary:  Well, I think the big thing is there’s a couple different things going on.  Obviously people are watching at different times so scheduled programming has changed a little bit and thinking about what those habits are and what you could be doing to market the people 24 hours a day not just when your show is premiering.  I think is one thing we talk about and the other thing we talk about is integrating into the show itself.  Obviously hashtags have become the norm on Television.  Well, but other things can we drive people to Instagram or to Facebook and things of that nature so um so kind of integration on television to take advantage of the second screen phenomenom. 

Gary: and talking about the fact that programmed television is now watched at all different times so you have to be on it all times.

Lori:  That’s true.  I was looking at Zeebox 

Gary:  mm hmm

Lori:  the TV app and I noticed that they were telling me um say good-bye to Amber because she went home on the Fashion Show on NBC and I hadn’t even watched the show yet and they should have said spoiler alert or something.  They just ruined the show for me.

Ivanka Trump - All-Star Celebrity Apprentice NBC

Gary:  Absolutely

 Lori:  so what do you think of that app?

Gary: Yeah I think you have to be careful right, of that recognizing that every TV Network in Production has to realize that that it’s gonna be tough to put out stuff in social media.  Honestly a lot less people use social media on the West Coast than the East coast.

Lori: Oh really.

Gary:  yeah, because a lot of people already watched it and they try to stay off social media if they don’t want to have spoilers so there’s a lot of dynamics that that are really changing the way the world works and so there’s going to be a lot of shifts over the next ten years.

 

Gary Busey on Lisa Rinna

Gary:  I think that one of the things you’ll see is that maybe that shows starting to air at the same time on both coasts so literally 10 PM Eastern and 7 PM West Coast more like a sports schedule for bigger shows.

So There’s just going to be changes.  The world always evolves and spoiler alerts really are a problem for people so you have to do a better job with it. 

Bachelor Women

 

 

Lori: Right Um so what about Get Glue?  What do you think of that?

Gary:  yeah, so I think Get Glue and Viggle and things like that, companies that have check ins and rewards I think that obviously so many people that are going to listen or read this interview or watching Television with their phone and there’s no reason not to take advantage of the potential to create more actions, more engagements and more advertising dollars, so I’m a fan.  I mean I think all those things are very early right now.  I don’t think we’re all figuring out how we’re living with that second screen phenomenon

Lori:  That’s true.  I was looking at Zeebox 

Gary:  mm hmm 

Lori:  the TV app and I noticed that they were telling me um say good-bye to Amber because she went home on the Fashion Show on NBC and I hadn’t even watched the show yet and they should have said spoiler alert or something.  They just ruined the show for me.

Gary:  Absolutely

Lori:  so what do you think of that app?

Gary: Yeah I think you have to be careful right, of that recognizing that every TV Network in Production has to realize that that it’s gonna be tough to put out stuff in social media.  Honestly a lot less people use social media on the West Coast than the East coast.

Lori: Oh really.

Gary:  yeah, because a lot of people already watched it and they try to stay off social media if they don’t want to have spoilers so there’s a lot of dynamics that that are really changing the way the world works and so there’s going to be a lot of shifts over the next ten years.

Gary:  I think that one of the things you’ll see is that maybe that shows starting to air at the same time on both coasts so literally 10 PM Eastern and 7 PM West Coast more like a sports schedule for bigger shows.

So There’s just going to be changes.  The world always evolves and spoiler alerts really are a problem for people so you have to do a better job with it.

 Lori: Right Um so what about Get Glue?  What do you think of that?

Gary:  yeah, so I think Get Glue and Viggle and things like that, companies that have check ins and rewards I think that obviously so many people that are going to listen or read this interview or watching Television with their phone and there’s no reason not to take advantage of the potential to create more actions, more engagements and more advertising dollars, so I’m a fan.  I mean I think all those things are very early right now.  I don’t think we’re all figuring out how we’re living with that second screen phenomenon.

Gary:  and I’m a fan of the Get Glue founders and I’m definitely a fan of the hustle at Get Glues and Viggles and companies of that nature.

Lori:  Yeah I haven’t seen that many I’ve seen that maybe they have 500 people tops, but it’s nothing compared to if something’s on Twitter.

GARY:  Of course.  That’s still very early.

LORI:  And trending.

GARY:  Yeah, that’s kind of like you remember I don’t know if you remember Twitter ’06, ’07 it was still very early.

LORI:  Right right. Yeah.  So it’ll get bigger.    

What about I heard you say something about the 72 hour rule as far as Social Media for Vine.  You said there’s a 72 hour rule with new social media that clients should just go on and try it and not worry about ROI.

GARY:  I see.  I see.  Yep yep yep yep, so I’m a pretty big fan of testing things out.  Ya know so a lot of people didn’t think that Instagram or Pinterest,com or Snapchat were going to be a big deal, but a lot of those people have never used it right?  All they did was read articles or heard people talk about it so I’m a big fan of using product so I always try to recommend our products TV and non-TV clients use and try these products, because it’s a whole lot easier to talk about them or criticize them once you’ve actually had a chance to actually try them and I think that once something’s out to try them for three days is a really important thing to do to get a taste for yourself of what the platform is about.

LORI:  Yeah and I saw the Trident gum and Ritz crackers they were just sort of having fun with it.

GARY:  you’re talking about Vine, right?

LORI:  Yep.

GARY:  and Vine turned out to be pretty big, so it’s a good thing.

GARY:  yeah so we believe in that stuff quite a bit.

LORI:  so tell me about your new book coming out, Jab Jab Jab Right Hook, How to Tell Your Story in a Noisy Social World?

GARY:  So my big thing is figuring out how to story tell on Social Media.  So the new book really talks about how you create micro-content, how the content needs to be native to the platform so I talk about how to story tell in a mobile, noisy world and I really think about how I really talk about breaking down lots of pieces of content throughout the book.  On what’s good, what’s bad, what’s good content what’s not and so it’s more like a guide.

LORI: How do you show that?

GARY: So I do it by picture and then I speak over the status update so there’s thousands of status updates from Facebook, Pinterest, Tumblr, Instagram that I go through So it’s going to be more like a guide like a reference tool than it is even a book, so I’m excited about it.

Gary at South x Southwest

LORI:  That’s cool.

GARY:  Yeah, I wanted it to be a little more Evergreen meaning like that you use it for like a year or two and go back to it and so I wanted to make it as much of a utility as much as I wanted to make it entertaining so I’m excited about it.

LORI: So will that be like audio video?

GARY: So it’s obviously going to be written.  There will be an audio and I am thinking about it and I haven’t come up with it yet, but I have a lot of energy to come up with some kind of video product for it.  I just haven’t gotten all the way there yet with my publisher.

LORI: I know that on iBooks, I was looking at writing one there and you can do anything.

GARY:  Yep, you really can.

LORI:  I wrote a book on How to Start a Subscription Box Company.

 

How to Start a Subscription Box Company book

GARY:  Nice.  Did you interview any of the founders or any of the Box Companies or you just kind of talkedabout it yourself?

LORI:  Well, I had done it for a while myself and I had interviewed a few of them I interviewed Klutchclub founder, Julie.

GARY:  Yep, Yep

LORI:  and I actually referred to Birchbox a  lot and I thought their April Fool’s joke that was really funny and I put it on a website and that they were starting a new subscription box and everybody looked at it and then it was just a box of boxes.

GARY:  Yeah, that was really good.

LORI:  (laughs)Yeah that’s was really funny.   Everybody was like Oh my God they’re starting a new box.

GARY: That was good.

LORI: So what would you recommend to somebody that was going to start a new one?

GARY: A new subscription box?

 LORI:  Yeah.

GARY:  Two things, one know the space, have a good knowledge of the space that you want to sell and make sure that you know the products and to pay attention to the math of how you’re acquiring users and what they’re worth.  In the subscription box business I think it’s very important to acquire math And I think that it really really matters and so understanding acquisition costs vs. lifetime value costs it’s very important so have a founder or at least a very substantial hire that’s surrounded in strong Math skills.

LORI:  I know that a lot of people that have written me, because right now I have an eBook and I’m expanding it and people are writing me from Saudi Arabia

GARY:  I love it.

 LORI:  I’m getting emails from all around the world.  It’s amazing.

GARY:  Good for you.  Good for you that’s awesome.

LORI:  So do you like LA?

GARY:  I do like LA the weather’s nice.  Now, that now that Uber? Is in LA and it’s a lot easier to get around.  I like it a lot more.

LORI:  The traffic’s like really bad right?

GARY:  yeah.  So I’m used to it with New Jersey and New York traffic.

 LORI:  I lived in LA for a while and I found that it was the city that nobody ever said no to me.

GARY: laughs

 LORI: Cause they don’t know who you are going to become.  What do you think of that?

GARY: that’s fascinating.

 LORI:   I saw you wrote a thing about giving back and being nice to all your fans, because you never know who they are going to be someday.

GARY:  Yeah, I think I don’t ever think how in the world paying forward is a bad idea, right ?  Ya know I don’t seem you know you’ve seen it you know when I give talks I stay longer, talk to people I just think it’s good to give back.  Why not right? 

 LORI:  Sure and it’s gotta be good Karma.

 GARY:  obviously I think people take it too far, but I think like my grandmother used to say everything’s good when it’s in balance.

 LORI:  When you did South by Southwest were people pitching you at all?

 GARY:  Yeah, I’d say half I’d say a third were pitching.

 LORI:  Really.

 GARY:  That comes with the territory I would have been fine if all of them were.  I knew what I was signing up for and I knew that was possible so…I’m OK with that just kind of comes with the territory.

 

Gary Vaynerchk Crush it book tour

 LORI:  So what would you answer?  What would you say to people or give advice for somebody who was going to talk to you?

 GARY:  So you know I’m really being very hyperselective these days with investings so I didn’t invest in anything, but I do give people feedback on what kind of investors or what I thought they could possibly do to make the pitch more attractive so ya know giving money is the ultimate goal for a lot of people, but giving good advice sometimes has a lot of value as well.

 LORI:  oh of course.  I’m amazed that they would even do that.

 GARY:  I think that some people ya know you take your shot when you have it kind of thing ya know?

 LORI:  Yeah I saw there was a kid on who was on who asked to play piano at a University with Billy Joel, New York State of Mind and he went up on stage and it became this huge YouTube sensation and so now they keep saying you have to ask for it if you don’t ask nobody will give it to you.

 GARY:  I think there’s truth to that you know?  I mean there’s a mix, you’ve got to be respectful too.  Um you’ve just got to have good intuition of when ask versus when it’s not.  Ya know?

 LORI:  Right.  I’ve been taking some classes in marketing and one of my teachers said that there’s a hundred trillion words over the on the internet now.

 GARY:  There’s what?

 LORI:  A hundred trillion words.

GARY:  Oh words.  Geez Louise.  OK

 

Gary and AJ Vaynerchuk

 

LORI:  Yeah, so how do you break through all the clutter?

 GARY:  I think it comes down to talent you know?  I mean if you find the right subject and you’re good enough you’ll break through ya know it’s like breaking through it’s like there’s 300 basketball players or ten Academy Award Winners.  It just comes down to skill so I think finding the right thing for you and then having enough talent to see it through and putting in the work it’s a blend of those things so I would say self-awareness

GARY:  ambitions, work ethics and you know I think it starts with self-awareness.  You have to know what you’re good at and not everybody’s born with that and I don’t know how to get better at something, but at the end of the day I think that’s very important.  I could have been very unsuccessful if I focused on things that I wasn’t as good at.  So I think that’s super important to think about.

 LORI:  So people have to focus on their strengths?

 GARY:  I think so, Lori I think much more.  I think America always taught.  I think our society is very predicated on people’s weaknesses.  Get better at this learn how to do this.  All the books that teach you how to do things you’re not good at.  I think it’s betting on your strengths.

 LORI:  Yeah, Chris Brogan talks about that too.  He says that even really successful people they get so upset if one person says they don’t like them or says something offensive or against their work or something.  So he has Human Business Works and teaches classes on social media so he’s kind of has the same ideas as you with the Thank You Economy, right?

 

Chris Brogan Speaker at Blogworld

 

GARY:  I like Chris a lot he’s a good man.

 LORI:  So has anybody ever compared you to Mark Cuban? He's on Sharktank.

Mark Cuban, Billionaire Entrepreneur, Shark Tank

 GARY:  Yeah I know who Mark is.

 GARY:  I think you know I’m sure people have in some ways, because of our high energy, but Mark’s had a lot of success more than I have and so his sports franchise is something I aspire to do and so if they have I’m flattered because I feel that his body of work is better than mine at this point, but I also think it’s a long road so I have ambitions to get there.  So ya know I’ve spent some time with Mark this South by Southwest and I have a lot of respect for him.

 LORI:  Oh you did?

 GARY:  Yeah and I have a lot of respect for what he’s done in his career and if they have I’ll take it as a compliment.

 LORI:  Well, that’s what I think, because I watch him and I always think of you when I see him.  He’s talking about the Mavericks and you’re talking about the Jets.

GARY:  Yep Yep.  I think there’s some similarities there for sure.

 

Gary Vaynerchuk quotes

 LORI:  I thought your life would make a really good movie, cause I write scripts.  What do you think about that?  How would you tell your life in a story as a movie?  I mean you don’t have to go into details, but just in general

 GARY: (Laughs)  You know I haven’t thought about that yet, because I just feel like I’m so deep in it, but that’s really flattering and I think it would be really neat.  I think like I’m better off better off focusing on doing amazing things to justify that.  More so than thinking about how it’s structured so I haven’t given it enough thought yet, but that’s super flattering Lori, I appreciate that.

 LORI:  (laughs)  I thought that a number of times.  Yeah, well you know from your upbringing, coming from Russia and

Gary Vaynerchuk

GARY:  Sure.  Sure.  It’s definitely one of those great American stories for sure.  That I’m aware of.

 LORI:  Right.  So if that happened who would you want to play you?

 GARY:  Somebody very attractive.  Yeah so we’re still a long ways away from that so

 LORI:  (Laughs)

 GARY:  So we’ll have to see who those actors are at the time, but as long as they’re the best looking actor than that’s interesting to me.

 LORI:  Maybe Justin Timberlake.

 GARY:  I’m in.

 LORI:  (laughs)  Did you hear what he did recently to promote his new album coming out?  He was making all these videos and walking away from the room and leaving it empty and say something’s coming and wouldn’t tell them what it is.  Did you hear anything about that?

 GARY: I didn’t see it.  I heard a little bit of buzz about it, but I’d have to see it to comment on it.  What did you think?

 LORI:  I think it was really great.  He got so many people talking about him and wondering what was happening and the timing when his album came out was just perfect.

 GARY:  I’ll have to check it out that’s cool

 LORI:  I’ve been studying branded entertainment and different forms of that.  So how do you think people should use that?

 GARY:  I think the same way as they should do everything, which is bring value to their fans and be authentic and it sounds like the example you’re giving Justin was being himself and brought value, because people were interested and it was fun and there was curiosity and it sounds like he pulled off a good move.

 LORI:  Coca Cola changed the way they are going to attract fans and people and everything they’re going to do is Coca Cola 20/20 and do is for branding and for people to see it and tweet it

 GARY:  Yep

 LORI:  and put it on Facebook and Videos

 GARY:  That makes tons of sense.  Let people make the contact.  Makes sense.

 LORI:  So you’re coming up in Westchester soon?

 GARY: Yeah. Are you going?

 LORI:  Yes

 GARY:  I look forward to seeing you there.

 LORI:  Oh I really appreciate you taking the time to talk to me

 GARY:  Of course Lori.  I hope you have a great great weekend.

 LORI:  Thank you.  You too.

 GARY:  Alright bye.

 

 

 

To Learn More About Gary Vaynerchuk go to:  GaryVaynerchuk.com

You can buy Gary’s books, The Thank You Economy, Crush It,

Jab, Jab, Jab Right Hook at Amazon.com.  Also visit Vaynermedia.com  and for your favorite Wine, reach out to Winelibrary.com.  Gary's Wine Review show is  WineLibraryTV.Com

 

To Learn More About author, Lori Peters, go to:

Boxmonthly.com, where you can also pick up her book,  “How to Start a Subscription Box Company.”

 

 

 

Published on Apr 24, 2013

View the Full Article | Return to the Site