Marketero · Entrevistas
IS TECHNOLOGY CHANGING OR EXPOSING US? | FIRESIDE CHAT AT BLOOMBERG FOR CORNELL TECH | DAILYVEE 314
21 ideas de marketing sacadas de «IS TECHNOLOGY CHANGING OR EXPOSING US? | FIRESIDE CHAT AT BLOOMBERG FOR CORNELL TECH | DAILYVEE 314», de GaryVee. Sobre…
- 21 ideas despiezadas
- Fuente GaryVee
- Dura 1 h 04 min
- Publicada en 2017
Ver la entrevista entera en YouTube
De qué habla
Las 21 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.
Las 21 ideas, con su cita y su minuto
Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a
la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al
segundo exacto del vídeo para que la compruebes tú.
Microsegmentar en Facebook y luego hacer el contenido para ese cluster
Canales de adquisiciónLa primera jugada de poder que da para captar atencion es aprender a fondo como funcionan los anuncios de Facebook, porque permiten construir clusters de cola larga y despues fabricar la pieza exacta para ese grupo: mujeres latinas de 42 anos a las que les gustan los Jets, y entonces grabas un video en spanglish. Es microsegmentacion a escala. Su propio ejemplo: hizo un video reprochando que ningun cuarenton se…
I would become disproportionately educated or start practicing and understanding how Facebook ads work. Facebook ads are so good. You can create long tail clusters, 42 year old Latino women that like the New York Jets. Now go make a video. Go make a Spanglish video about the ability for the micro target at scale. I have a video that went berserko it was basically, I was getting mad that no 44 year old thought themselves as an entrepreneur. So I made that video and I went crazy because I targeted 40 to 60 year olds that watch Shark Tank.
Escúchalo en el minuto 50:55
Canales de adquisiciónA quienes se quejan del poder de Amazon o de Facebook, Gary responde que nunca ha habido mejor momento para el comercio minorista porque puedes ir directo al consumidor, donde Amazon no pinta nada. Y anade el reproche: te encanto Amazon mientras te llevaba de cero a cinco millones y ahora lloras; entra, coge lo que quieras y sacalo de ahi. Lo mismo para los medios que se quejan de Facebook: convierte todo tu…
I don't think it's ever been a better time to be in retail. Just go direct to consumer. Amazon's got nothing to do with you. oh, you know, Amazon's too powerful. Don't sell it on Amazon. You loved it when it got you from zero to five million. But now you're crying. But how'd you get there? So get in there, get what you want, take it out. Facebook, all these media companies cry about Facebook. Take people out. all these media companies crying about Facebook. Make all your content as a customer acquisition model and then put them in your own bucket. It's that, once again, people that work in…
Escúchalo en el minuto 56:11
Estrategia de contenidosAntes de preguntarse como contar la historia hay que responder dos cosas: si eres capaz de contarla, y en cual de los tres medios —escrito, audio o video— se te da bien. Gary insiste en no ser romantico con el medio: mucha gente quiere ser buena en video porque le atrae, no porque lo sea. Sus ejemplos: Fred Wilson construyo marca y flujo de operaciones escribiendo, Joe Rogan y Tim Ferriss lo hacen en audio, el lo…
Well, first you have to figure out if you're capable. Are you good enough at writing, audio, or video to communicate your story? You have to find your medium first. There's a lot of people that can captivate. Fred Wilson has built a lot of brand equity and a lot of deal flow through writing. Through writing. I created it through video. Joe Rogan and Tim Ferriss continue to build it on audio. There's three ways to communicate. There's three core ways. There's written, audio, and video. First and foremost, you can't be romantic about which one. A lot of people want to be good at video or this…
Escúchalo en el minuto 19:46
Nadie amasa millones de seguidores por suerte: los tres primeros segundos, el copy y la miniatura
Estrategia de contenidosGary rechaza la idea de que las grandes audiencias sean fruto de la suerte: detras hay muchisimo pensamiento y mucha prueba y error. Los elementos que enumera son los tres primeros segundos del video, el texto que lo acompana y la miniatura; todo importa. Y anade una lectura de canal: romper en YouTube es muy dificil, en video de Facebook menos, sobre todo si puedes poner un par de cientos de dolares por video para…
you gotta be smart about that. Like, the first three seconds really matter. The copy really matters. The thumbnail really matters. Everything matters. I love how people think these people have amassed millions of followers because they got lucky. there's so much thought that goes into what we do. A lot of testing and learning but Facebook video, YouTube is hard to break out. Very. Facebook video, less hard. Especially if you have a couple hundred bucks per video to try to get it to go.
Escúchalo en el minuto 52:01
Canales de adquisiciónPara llegar a menores de 30 anos, Gary senala los anuncios de Snapchat como grotescamente baratos: CPM de tres dolares con usuarios que consumen mucho video. La clave esta en el primer segundo, que decide si hay swipe up, y en un detalle operativo: no se puede decir swipe up en el anuncio porque Snapchat no lo muestra. Si consigues el swipe up, un porcentaje altisimo de esa gente ve videos de tres y cuatro minutos…
would you have interest in people that are under 30? Snapchat ads are grossly underpriced. Three dollar CPMs, they're watching a ton of video once your ad comes in and if you gotta be very smart about the first second to get them to swipe up and you can't say swipe up because Snapchat won't show it, an unbelievable percentage of people to watch three, four minute videos in a Snapchat environment if you can get them to swipe up to most people under 30 for three dollar CPMs.
Escúchalo en el minuto 52:37
Investigación de mercado y clienteAnte la pregunta de si el rechazo publico dana a Facebook, Gary responde que no: la gente dice cosas y no actua. Su prueba es de campo: el dia que todo el mundo cancelaba Uber indignado, marco a cinco o seis conocidos de su oficina que lo habian anunciado y los vio pedir un Uber una semana despues. Su conclusion general es que la tecnologia no nos esta cambiando, nos esta exponiendo, y que tocara pasar cien anos…
What about all the public backlash? Easily. Everybody's using Instagram more. People like to say shit. They don't act on it. Everybody here loves to throw up some sort of tweet and think they're doing a social justice move. Why don't you fucking do something about it? People talk. The day Uber was the worst and everybody was unsubscribing and it's terrible. And I watched four to five, six people that I knew in my office and friends unsubscribed. I hate it and then literally, because I'm curious, kind of like tagged it and then just watched them take an Uber a week later. We are so full of…
Escúchalo en el minuto 26:06
Medición y experimentosPreguntado por que marca lo esta haciendo todo bien, Gary responde que nunca ha sabido contestar eso porque no mira a otras marcas, y sobre todo porque desconfia del criterio. Cuando Burberry o Taco Bell reciben todos los elogios de la prensa, el no sabe si aquello es real: reconoce que se mueven rapido y hacen cosas nuevas, pero no si eso mueve el negocio. Su definicion es que todos los comportamientos de la marca…
I've never been able and let me tell you why. I don't pay attention to other brands. at Vayner, when we have Budweiser I hope my team for Budweiser is looking at Miller Lite doing everything right means that all their behaviors are leading to a healthy business, not more likes. When Burberry or Taco Bell are getting all the accolades in the press, I never know if it's real. I understand that they're moving quickly and doing good work I just don't know if it's actually driving business. There's a big disconnect between being innovative and making business decisions that are fruitful but I…
Escúchalo en el minuto 40:04
Estrategia y decisiones de negocioA quien dice no tener tiempo ni recursos, Gary propone la opcion de la que nadie habla: retroceder a proposito. Pasar de ganar 180.000 al ano a 97.000 libera muchisimo tiempo; vender la casa y alquilar; comprar un conjunto de ropa al ano en vez de cuatro al mes. El lo hizo a lo grande: venia de invertir temprano en Facebook, Twitter y Tumblr, estaba entre las cien cuentas mas seguidas de Twitter y podria haber…
You're also more than welcome to take a different job, make less money, take a step back, live a little less fancy for four years and build your business. The thing that we never talk about is to step back. A lot of people say to me and they come at me and they're like, yeah, but I've got this and this. And I'm like, cool, but if you're so upset and you want to build this business, why not go from making 180 a year to 97? You've opened up a lot of time. Why don't you sell your home and go rent an apartment? Why don't you go fucking not buy four different outfits every month and buy one a…
Escúchalo en el minuto 17:23
Estrategia y decisiones de negocioAntes de decidir cuanto contenido o cuanto trabajo puedes sostener, Gary pide auditar la ambicion de verdad, no la que se enuncia delante de amigos y familiares. Y advierte que esa ambicion cambia: a los 22, soltero y queriendo demostrar algo a tus padres, no es la misma que cuando te casas, tienes un hijo o tienes un hijo enfermo. El se tomo mas dias libres en un agosto que en toda su veintena porque tiene hijos de…
You know, look, I don't think people have really audited how much downtime they have if they want it. I mean, this all comes down to ambition. Reverse engineering the actual ambition. You know, it's fine if you want to pander in front of friends or relatives or other people. You need to really have a real conversation with yourself. And you also need to realize it's going to change. When you're 22 and you're single and you're on fire and your older brother's killing it, you want to fucking prove it to your parents and yourself. You get married, you fall in love. You have a kid. You have a…
Escúchalo en el minuto 20:51
Estrategia de contenidosGary atribuye su despegue de la ultima decada a una obsesion: entregar a la audiencia mas de lo que pide a cambio. Subraya que lo que publica gratis no es la boca de un embudo hacia un ebook de 400 dolares ni hacia un retiro de 25.000 dolares en una isla; es dar tanto que genere boca a boca por pura reciprocidad. Lo llama arbitraje de marca y explica por que funciona: casi nadie lo hace, porque casi nadie tiene…
And I genuinely believe the reason that I've popped over the last decade is I'm completely obsessed with giving more to my audience than I ask for in return. End of story forever. Like, I'm not asking for anything. I'm putting out the best stuff I've got for free every day. There's no, it's not a top of funnel to get you into my $400 e-book. It's not a top of funnel to get you to come and visit my island for $25,000 for the weekend. It's fucking purely, can I guilt you because I gave you so much that I ask for nothing in return. That it creates word of mouth. Can I just bring so much value?…
Escúchalo en el minuto 22:35
Marca y posicionamientoGary cuenta que ha perdido las ganas de opinar sobre casi todo en los ultimos anos. La razon es un espejo incomodo: cuando oye a gente, incluso gente lista, hablar de las tres cosas que si domina —tecnologia de consumo, vino y los Jets— le fascina cuanto mas sabe quien es realmente bueno en su oficio frente a quien solo es competente. Si el suena asi de tonto cuando habla de sanidad, mejor callarse. Reconoce sin…
And the thing with me is, you know, this is a tough interview for me because the truth is I don't even have the first detail yet about Facebook in Russia. I really don't like headline reading. I really don't like it. Like, as I become educated, as I'm super educated, I'm really in a good place in three places. The current state of like tech, like consumer tech, right? Like I really understand Snapchat and Instagram and Musical.ly. Like I'm a practitioner. I really understand it. There's a lot of people here who have opinions on it and never done a Snapchat ad or things. Like I really…
Escúchalo en el minuto 28:00
Contratar sin creerse la propaganda generacional
Estrategia y decisiones de negocioPreguntado por como monta equipos con gente de varias generaciones, Gary contesta que no creyendose nada del discurso generacional y evaluando de uno en uno, solo por ejecucion. Conoce a cuarentones acomodados y perezosos y a millennials trabajando sin parar, igual que habia chicos consentidos en todas las generaciones anteriores. Llama a eso conversacion comoda, y aplica el mismo criterio para fortalezas y…
First, by not believing all the propaganda around generational behavior has been the way. By one by one. I know plenty of 41-year-old entitled lazy people and I know plenty of millennials that are working their fucking faces off. One by one. Just execution. I make no assumptions. Like, the thought that millennials are entitled and any lazier than all my lazy buddies that I grew up with, no shot. I think it's convenient talk. Like, so it's about strengths and weaknesses.
Escúchalo en el minuto 57:23
Estrategia y decisiones de negocioAnalizando las compras de Bezos —el Washington Post cuando los periodicos se hundian, o Oculus en el caso de Facebook— Gary sostiene que la tesis puede ser correcta aunque la apuesta concreta no funcione. Cuando apuestas asi solo hace falta acertar una vez de cada ocho para que el conjunto salga. Y anade la diferencia que a el le parece decisiva: los grandes emprendedores no se preocupan por sus perdidas porque son…
He buys underpriced things, buying the Washington Post at the time, like that Washington Post and Boston Globe trade at the time of newspaper's biggest demise, the brand was so much more worth than this, it was irrelevant. It was the right thesis, and here's the thing about great entrepreneurs, whether Oculus is right or not, it's the right thesis. When you're a great entrepreneur and you're betting like that, you just have to be right once out of every eight times to make the whole thing work. Great entrepreneurs do not care about their losses, because they're their losses, right? And…
Escúchalo en el minuto 35:55
Marca y posicionamientoSobre como puede Snap competir con Facebook, que replica cualquier cosa que lance a mayor escala, Gary responde que tienen que innovar en algo que no sea una funcion: una funcion no es innovacion, y el seguidismo rapido de funciones ya impide que las siguientes apps lleguen. Lo interesante es que Snap podria hacerlo porque su fundador trata el producto como una marca de moda ademas de como una empresa de tecnologia…
But the problem with Snap is that whatever innovation it comes up with, Facebook can replicate it and do it bigger and splashier. How do they go up against a behemoth like Facebook? They have to innovate in a way that is not a feature. A feature is not the way you innovate, right? The cat's out of the bag. Fast following features are now going to be a way that is not going to allow the house parties or the Marco Polos or the next frontier of things to get there. So they're going to have to give it some thought. What's ironic about that is Snap is uniquely, potentially a company that could do…
Escúchalo en el minuto 29:45
Perder importa, y mucha gente esta cero de cero
Estrategia y decisiones de negocioGary sostiene que el mayor problema de fondo de los mas jovenes es que se les ha protegido de perder, y que la correccion politica en torno a ganar y perder es peligrosa a escala. Los padres que protegen ese sentimiento estan siendo egoistas: no soportan ver al hijo disgustado, y cuando ese hijo llega al mundo real a nadie le importa. El se declara orgulloso de sus perdidas —Uber, Airbnb— porque son suyas, y remata…
I think the biggest undercurrent for the youth is losing is a very good thing and we, the parents of these kids, tried to protect too much and which is really hurt. is a fundamentally dangerous thing. Losing matters. And entitlement is a real issue. And you gotta lose early and young. God, losing matters, guys. If you're a modern parent and you're trying to protect that feeling, you're being selfish. You don't like seeing your kid upset. when they get to the real world, nobody gives a fuck. Like, it's good to lose. I'm proud of my losses. I am. Like, I'm proud of my losses. They're my losses…
Escúchalo en el minuto 58:13
Estrategia y decisiones de negocioGary matiza la frase que le atribuyen. Le interesan solo los que se quejan: si trabajas de nueve a cinco, juegas en cuatro equipos de softbol y eres feliz, ganaste y el no tiene nada que decirte. Su objecion es a quien anuncia que sera el proximo gran magnate mientras va a todos los festivales y ve cuatro horas de television al dia: tus actos tienen que coincidir con tu boca y con tu ambicion. Y el argumento de…
I'm fascinated by people that complain. If you don't complain, I actually have nothing to say to you. I don't think I'm entitled to. If you're good, you're good. And if that's 9 to 5 and you're on four softball teams and you're loving life, then you won. But my big thing is in this era of everybody saying that they're going to be billionaires and they're entrepreneurs and they're the best and I'm the next fucking Zucks, right? And you're going to Coachella and you're going to every summit at sea and you're just not working. I think that's intriguing. I don't think people shouldn't sleep. I…
Escúchalo en el minuto 13:38
Estrategia de contenidosGary enumera tres casos concretos en que una pieza de contenido publica abrio una puerta. Un video argumentando que Twitter era peligroso para Facebook llevo a que Zuckerberg, a traves de Dave Morin, lo invitara a hablar en Facebook cuando era una empresa pequena; cenaron esa noche y cuatro meses despues compro acciones a los padres de Zuckerberg y gano decenas de millones. David Karp vio un contenido suyo sobre…
Give us an example of when it worked. I mean, I think it worked because I made a video that said Twitter's dangerous to Facebook. It was a good, thoughtful piece of content that led to Zucks asking me through Dave Morin to fly out to Facebook and talk to their company when they were this size. I talked about human behavior in 2007 the whole time. He asked me if I could have dinner with him. We had dinner that night. And four months later, I bought a bunch of his parents' stock and made tens of millions of dollars. Same with Tumblr. David Karp saw a piece of content about how I thought about…
Escúchalo en el minuto 23:24
Estrategia y decisiones de negocioGary rechaza la explicacion habitual de que los ejecutivos de las grandes companias no entienden la tecnologia o no escuchan a los jovenes. Sostiene que saben perfectamente lo que viene, pero sus bonos y opciones dependen del precio de la accion dentro de 24 meses, asi que no van a invertir cien o quinientos millones en canibalizarse ellos mismos y aguantar ocho trimestres malos explicando en television que lo hacen…
It's about the fact that they are trying to milk the next 24 to 36 months because their bonuses and stock options and their life is based on what the stock price is in 24 months so they can buy their yacht and so what all these CEOs are doing in public companies is they're not being incentivized properly for the health of the company I'm going to be in this world for another 24 months. I'm not going to do the thing that hurts the stock price by over-investing and having a shitty P&L out of business before somebody else does. eight bad quarters in a row. They're not dumb. They're just selfish…
Escúchalo en el minuto 45:25
Optimismo, gratitud y empatia como ingredientes de los que van a ganar
Estrategia y decisiones de negocioAl cerrar, Gary dice creer que vamos a vivir veinte o cuarenta anos muy interesantes, y acto seguido usa esa frase como test: quien la escucho y le parecio mala noticia es pesimista y esta a la defensiva; quien la escucho y le parecio estupenda es optimista y esta al ataque. Su lectura es que la mayoria esta en defensa, y que optimismo, gratitud y empatia son los ingredientes de los ganadores del futuro.
I genuinely believe intuitively that we are all very lucky because I think we're gonna live through some really interesting times over the next 20 to 40 years. I think a lot of people hearing that just exposed themselves to themselves. Let me explain. If you just heard that and you thought that was bad, it means you're a pessimist and you're on defense. And if you heard that and thought it was awesome, it means you're an optimist and an offense. And I think most people are defense and pessimists. And I think that optimism and gratitude and empathy are the ingredients of the future winners.
Escúchalo en el minuto 1:03:24
Canales de adquisiciónGary dice creer en la realidad virtual de consumo pero no en su plazo: en los proximos 36 a 48 meses no va a haber consumidores haciendo nada relevante con ella, y como prueba pregunta si alguien conoce a una sola persona que pase una hora diaria en VR. Funciona como cosa B2B y como activacion de marca en un evento, no como habito domestico, asi que va a hacer perder mucho dinero a mucha gente. A veinte anos si le…
What's the most overrated new technology? Consumer VR. And let me explain why. For us right now, as a practical function, I believe in consumer VR. I just don't think you're going to see a lot of consumers really doing impactful VR stuff the way you want to over the next 36 to 48 months. You still don't know a single person that spends a good hour a day in VR hardcore. It's not there yet. So I think consumer VR is going to lose a lot of money for a lot of people. It's a great B2B thing. It's great to go to the Super Bowl and do a brand activation. But nobody's sitting at home for an hour on…
Escúchalo en el minuto 36:44
El stack completo de Amazon: comprar en el pico de la emocion
Canales de adquisiciónGary describe por que Amazon le parece la empresa que podria ganarlo todo: tiene el stack completo. Alexa esta a un paso de ser el proximo buscador —te quedas sin pasta de dientes y pides que te la reponga— y la pieza siguiente es comprar en el momento de maxima emocion: ves el partido del jueves, tu jugador anota y pides su camiseta en voz alta. Sus tres pilares son comercio, medios y social, y dice que le…
because they feel to me more than any company as the company that could, because I think they could win the whole fucking thing. They have the stack. When you start understanding what, when you start understanding that Alexa is this close to becoming the next search engine, when you understand that when you're brushing your teeth reorder it for me. when you start understanding what they're doing, the way they're putting their pieces together, when you understand when you're watching Thursday Night Football and Des Bryant scores a touchdown, you can order his jersey by saying, Alexa, order…
Escúchalo en el minuto 35:17
Seguir leyendo
Esta es una de las 1872 entrevistas despiezadas. Puedes
ver todas, leer las ideas por tema o
empezar por la ruta guiada si no sabes por dónde.