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Keith Ferrazzi interviews Gary Vaynerchuk 2013 [Full]

34 ideas de marketing sacadas de «Keith Ferrazzi interviews Gary Vaynerchuk 2013 [Full]», de GaryVee. Sobre todo de estrategia de contenidos, retención y…

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Las 34 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 34 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.

El correo masivo no convierte: llama uno a uno y vuelve a los que no lo hicieron

Conversión

Ante alguien que necesitaba mil votos en dos dias, la respuesta fue que nada de lo que el predica sirve en una semana, porque esto se construye antes de necesitarlo. Lo que si funciona: no mandar un correo masivo a toda tu red pidiendo ayuda, porque nadie lo hace al ver que se lo mandaste a todos, sino llamar a cada persona, acompanarla por el proceso y pedirle que te cuente que hizo. Para su libro escribio correos…

So this comes back to, how do you sell a book? You do it for nine months, before it comes out. We had a week. Yeah, but you didn't really have a week. You've had your whole life. Did you actually, did you actually do the ask? It's, there's nothing more frustrating than me, than when you do this broadcast email, to all your network, and you say, will you help me? And nobody does, because they don't know that you are, Up on the other hand, you actually pick up the phone, you call each of them, and work through the process, of what they need to do, and then ask them, if they wouldn't mind…

Escúchalo en el minuto 50:21

Corta el 10% peor de lo que haces por inercia y metelo en contenido

Estrategia de contenidos

A los minoristas que dicen que no tienen capacidad les recuerda que tienen miles de empleados sin nada que hacer en la caja, lo que el llama serrin: si les dieras un ordenador para hacer algo, ahi hay recurso. Y para el pequeno negocio, su consejo numero uno es auditar cada dolar y cada hora que gasta. Si cortas el 10% peor de lo que haces solo porque siempre lo has hecho, como esa feria a la que vas todos los anos…

I mean, retailers drive me crazy. They're like, we don't have the bandwidth. you have 7,000 employees in your stores doing nothing at the register for 4,000 hours a week. If you just gave them a computer to do something, what I call sawdust, Everybody tells me we have no budget. you have 29,000 fucking employees. we can find budget, I think the number one thing I would say, the number one thing I would say, if you're a solopreneur or small business, is audit what you're doing. Literally look at every dollar and every hour that you spend. I promise you, if you cut the bottom 10% of what I call…

Escúchalo en el minuto 46:00

Usar las redes como un boletin por correo: el error del 95%

Estrategia de contenidos

Casi todo el mundo usa las redes como redes de distribucion, tratandolas como boletines de correo: lanzan un tuit con un enlace a otro sitio, en vez de entender que son lugares donde se cuenta la historia dentro de la propia plataforma. Tienes tres segundos mientras alguien pasa el dedo por el telefono, y solo si cuentas bien la historia ahi se abre la puerta a todo lo demas. Poner una foto con una cita del articulo…

I believe that 95% of the people that are using social networks to drive any kind of business or life result are using Facebook and Twitter specifically, because that's where the most volume is, as distribution networks. We're treating Facebook and Twitter as a whole as email newsletters. We're just blasting. We're putting out a tweet that has a link to something else. Instead of realizing that these platforms are places that tell stories within natively. You have to tell your story within the three seconds that somebody's going through their phone on Twitter. And then, because you've…

Escúchalo en el minuto 14:55

Leete dos veces las resenas negativas de tu producto anterior

Investigación de mercado y cliente

Para escribir este libro leyo dos veces todas las resenas negativas de sus dos libros anteriores en Amazon y busco los temas que se repetian. Solo aparecio uno: que explicaba por que algo importaba y soltaba su punto de vista, pero no ensenaba a hacerlo. Acepto la critica y construyo el siguiente producto exactamente contra ella.

And I can tell you right now that if you reverse engineer that, listen, when I wrote this book, I read every negative review of my last two books on Amazon twice. And the only themes that happened were he tells you why. He's spilling his POV. It's a talker. And I'm like, okay, I respect that. And so knowing that I've built my businesses by doing, that's why I went here.

Escúchalo en el minuto 37:48

El asilo cuyos clientes de verdad tenian cuarenta anos

Investigación de mercado y cliente

Ante la objecion de que tus clientes no estan en esa red, el ejemplo del asilo al que aconsejo: decian que sus clientes tienen entre 80 y 90 anos, y su respuesta fue que no, que los clientes son los hijos. Hay muchisimos de 40, 50 y 60 anos en Facebook, y en cuanto empezaron a hacer contenido para ellos, empezaron a convertir.

You sort of disdain the folks who are not actually using the social media they're talking about their ROI on. Well, what if your decision makers or your consumers aren't using that social media? Well, then you shouldn't be there. But my belief is that that is not true. I do not believe there's, between Facebook from an age standpoint and LinkedIn from a B2B standpoint, I do not believe that, you know, outside of, here's a good one, I helped a nursing home because it was a friend of a friend, not for VaynerMedia, not for me, not for a case study. Just a couple pieces of advice. They're like…

Escúchalo en el minuto 39:09

Estas en el negocio de los medios, coma, tu sector

Estrategia de contenidos

Su afirmacion grande: toda empresa esta hoy en el negocio de los medios, coma, servicios juridicos; en el negocio de los medios, coma, agencia, coma, vino. La propuesta concreta es montar un medio alrededor de los intereses de la gente a la que quieres captar, no de tu producto: si vendes servicios legales, monta una web de golf que compita con las revistas de golf, y que uno de cada cinco o siete articulos…

I would tell you in legal services that if you're focused on a certain genre, I believe, I'm going to make a pretty big statement that I want everybody to wrap their head around. I believe every person in this room right now and the organizations that you're involved in, whether business-wise, NGO, whatever you do, every one of you and it are in the media business. I now believe that you're in the media business, comma, legal services. I'm in the media business, comma, agency, comma, wine. It's why I started my wine show. So I actually think what you need to seriously consider in this world…

Escúchalo en el minuto 42:14

Un libro se vende nueve meses antes de salir

Estrategia de contenidos

La forma de vender un libro es venderlo durante los nueve meses anteriores a su salida; si esperas a tenerlo publicado para empezar, se acabo el partido, no te queda tiempo. Con una pelicula igual: mientras la ruedas vas contando la historia en las plataformas, haces animaciones con el material que ibas a descartar, emisiones en directo con los actores o los expertos, meses antes del estreno. Cuando sale ya tienes…

Like, if I'm marketing a film. I'm spending nine. As you're making the film. I'm storytelling. I'm making animated GIFs every day on Tumblr. The stuff that you may even edit out. And, I'm storytelling on these platforms daily. Just giving out stuff. I'm doing a spreecast or a Ustream. Or a Google Hangout. With the actors or doctors. Or whoever you have in the film. Months before the film comes out. You know how to sell a book? Sell it for nine months before it comes out. And, then it actually sells. Not, okay, my book's out. Now it's time to sell. Game's over. You don't have enough time. So…

Escúchalo en el minuto 30:12

Tu etiqueta no va a ser tendencia: sube a la que ya lo es

Estrategia de contenidos

Ahorra tiempo a todo el mundo: tu etiqueta no va a ser tendencia a menos que seas un rapero de quince anos. Lo que hay que hacer es mirar las etiquetas que ya son tendencia en ese momento y resolver como decir lo tuyo usando una de ellas, lo que exige ser buen escritor creativo. En Wine Library publicaron deja de hacer clic en el Cyber Monday y bebete un Pinot Grigio: querian hablar de un vino y usaron lo que estaba…

Hashtags. Can you give some advice on how people should be using them? Everybody wants their hashtag to trend. let me save you a lot of time. Your hashtag's not going to trend. Unless you're a 15 year old rapper, your hashtag is not going to trend. what I say with hashtags is, look at the hashtags that are trending at that moment, and try to figure out how to say what you wanted to say by using one of them. that is a huge secret that I've talked about in this book that I've already seen people use and are getting so much, but you have to be a creative writer, If you want to sell your law…

Escúchalo en el minuto 56:11

Las flores del 12 de julio valen mucho mas que las del 14 de febrero

Retención y relación con el cliente

Si le compra flores a su mujer el dia de San Valentin, recibe cierto credito por hacer lo que tocaba. Si se las compra un 12 de julio, de la nada, esa misma accion vale, dice, ocho mil veces mas. Esa es la idea que hay detras de aportar valor: la misma atencion, fuera del momento en que se espera, cambia por completo de valor.

I did a blog post about sending flowers on July 12th. I'm obsessed with this notion. If I got, if I bought flowers for my wife on Valentine's Day, I would get some sort of value proposition, I get credit for doing the right thing. It feels nice. If I buy her flowers on July 12th out of nowhere, the value of that same exact action is 8,000 times more valuable. Those are the things we have to do. We have to bring value in a lot of different ways.

Escúchalo en el minuto 55:24

Palomitas, no un menu de siete platos

Mensaje y copywriting

Tienes un tercio de segundo para captar la atencion. Cuando escribes un parrafo largo en una publicacion, la gente desconecta, porque la psicologia de estar ahi es picar algo, no sentarse a un menu de siete platos. El error es meter menus de siete platos en un medio donde se pica: hay que vender la droga de entrada, no el producto puro. En un caso el aprendizaje fue emocionar con la imagen y el titular correctos; en…

As opposed to his suggestion on how to provoke somebody into wanting to know more, So in the other case, it was really understanding how to emotionalize using a picture and using the right headline, how to emotionalize your story. And in the next story, it was how to provoke and not give too much that it ended up being boring and you weren't interested anymore from the headline. The thing is, here's how we're consuming social networks. You have a third of a second to grab somebody's attention. When you write a ton of copy on your Facebook post, people tune out because the psychology of why…

Escúchalo en el minuto 20:46

Tus usuarios no son tuyos: te toman prestado

Retención y relación con el cliente

A una plataforma que habia atraido a adolescentes fichando a un grupo de musica y queria redirigir ese interes hacia el resto del sitio, le responde que no se puede: cuanto mas fuerces a la gente a hacer algo que no quiere, menos probable es que vuelva. No puedes coger a un grupo interesado en una cosa y hacerlo interesarse por otra; no son tuyos para moldearlos, te estan tomando prestado. Lo que si se hace es crear…

And the question that I have for you today is we get some traction with millennial kids, and we sign a boy band. And so the kids have taken over the platform and are really using it and asking lots of questions about the band and stuff like that. The question that I have is how do we leverage the fans that are on about this particular band and try to turn it into them asking questions about the other stuff that's happening on the site? Yeah, and I think the answer is you don't. You don't. What you're trying to do is say, oh, we have all these users that ask about this boy band. If we can get…

Escúchalo en el minuto 1:02:58

Usar la plataforma tu mismo, de once de la noche a tres de la manana

Estrategia de contenidos

Con una agencia de 180 personas y buenos profesionales, a las dos o tres semanas de salir Vine el era con diferencia el que mas sabia de Vine dentro de su organizacion, y la razon es sencilla: las tres primeras semanas de febrero, de once de la noche a tres de la madrugada, estuvo jugando con la aplicacion, haciendo videos, mirando lo que hacian los demas y fijandose en los matices. Y al reves: cuando pregunta a los…

I mean, I say I eat my own dog food. You know, the reason I'm good at this stuff is because I do it first. When Vine came out, at that point, my company's probably 180 people of the best marketing, you know, all that stuff. Vine comes out in late January. Two, three weeks after Vine comes out, I am by far the expert on Vine in my organization. And so the other interesting part is here's how I became the leader within my organization on Vine. Every night of the first three weeks of February from 11 p.m. to 3 in the morning, I played with Vine. I used it. I made videos. I watched what everybody…

Escúchalo en el minuto 33:32

Si haces mejores a tus usuarios, ganas

Estrategia de contenidos

Instagram gano porque te hacia mejor haciendo fotos: los filtros mejoraban tu foto. Era una utilidad que se convirtio en red, y mejoro algo que ya nos importaba. El escribio este libro para hacerte mejor en esto en vez de explicarte por que importa, despues de leer dos veces todas las resenas negativas de sus libros anteriores y encontrar siempre el mismo reproche: cuenta el por que, no el como. Su conclusion…

Instagram, one, because it makes you better at taking pictures. You know, you start adding filters, your picture looks a little bit better. Instagram's a utility that became a network. It made you better at something that we cared about. The reason Instagram won is the same reason I think this book's going to win for me. Instagram made you better at taking photos. This is the first time I wrote a book to try to make you better at this stuff instead of telling you why it's important. And I can tell you right now that if you reverse engineer that, listen, when I wrote this book, I read every…

Escúchalo en el minuto 37:01

Air Canada y la azafata: cuarenta minutos que no invirtieron

Estrategia de contenidos

Murio la primera azafata de Air Canada, una historia con una carga emocional enorme, y lo que publicaron en Facebook fue el enlace a un obituario largo y con mucho texto, dejando que la plataforma autogenerara la imagen. Eso es lo que hace el 98% porque Facebook te lo da hecho y todos andamos con prisa. Los cuarenta minutos extra de hacer una imagen pensada para Facebook habrian cambiado el alcance: con cien…

Talk about Air Canada. The oldest flight attendant just passed away, right, for Air Canada. And what a possible moving opportunity. But the text-heavy obituary, the lack of a picture, right, just totally fell flat in terms of the opportunity that they had. What they did on Facebook is what all of you do, which is they had a longer-form article about it, so they put the link in Facebook. And as you know, if you manage your Facebook pages or ever work with it, if you put a link within your Facebook fan page, Facebook does a nice job and populates a picture, right, from the article. And that's…

Escúchalo en el minuto 16:15

Todo el presupuesto de una marca pequena para poder demostrar el retorno

Medición y experimentos

Su cliente revelo publicamente el caso de una marca de galletas: 900.000 dolares de presupuesto anual de marketing para una marca de ese tamano, algo ridiculo porque no la apoyaban. Su agencia se llevo primero 600.000 y luego los 300.000 restantes, asi que cada dolar que la marca gasto ese ano se gasto en creatividad para Facebook y Pinterest. Resultado: 9% de crecimiento en ventas, no en impresiones ni en buenas…

Number two, the way I've been able to do it was – I don't know if any of you saw this. For some reason, my client, Mondelez, decided to disclose stuff that I would have never disclosed if I were them because we're starting to see real results and nobody thinks there's real results. But they disclosed that on Nilla Wafers, the Nilla Crackers, that we did the work and they have a 9% increase on business this year. Like the real KPI, the real ROI. Not more impressions, not more good feelings, 9% increase in sales for a brand that hasn't grown in 10 years. We stumbled into it. We got $600,000 of…

Escúchalo en el minuto 26:16

Dar sin llevar la cuenta no es ser un felpudo: hay que pedir

Conversión

A la gente buena le sale natural dar, pero hay un subconjunto que no sabe pedir, o esta paralizado o asustado ante la peticion, y sin esa peticion la gente se aprovecha de que solo des. Dar sin llevar la cuenta es la actitud con la que entras en la relacion, no una obligacion de aguantar: si pides y no recibes, abandona el resentimiento y el balance contable y simplemente marchate. Quedarse ahi dejando que te pisen…

Right hook is bigger than jabs on this book. That is all correct, but I'm a little bit tired slash frustrated slash passionate about helping those people that are paying forward and doing the right thing to learn that there is an appropriate time to throw the right hook. That you have, you know, the best people, it comes natural to them to give. Unfortunately, there's a subset of that that don't know how to ask or are crippled to go for the ask or are fearful to go for the ask. And without that ask, people will take advantage of just jabbing. By the way, I'll tell you why I can live this…

Escúchalo en el minuto 11:35

Deja tu opinion por escrito aunque no te hagan caso: se cobra a cinco anos

Estrategia y decisiones de negocio

Es consciente de que sus consejos no son practicos para quien no manda en su empresa, y por eso da uno que si lo es: si defiendes tu criterio con respeto y con pasion dentro de tu organizacion o ante el cliente, y no te doblas solo por no perder la venta o el puesto, y ademas lo dejas dicho una y otra vez, eso paga dividendos enormes. Cuando dos o cuatro anos despues se demuestre que tenias razon, los que se fueron…

That's the single thing I'm most fascinated by. I'm aware that the advice that I give is not practical to people that don't own their own companies. Let me say one piece of advice on that rant. If you are respectful with your feedback within your organizations or your clients and you don't waver and fold because you just want to make the sale or not get fired, if you do it respectfully and put it on the record, this will pay humongous dividends long term. Let me explain how it happens. By you fighting the board, your boss, your boss's boss. And fighting, I mean, with a little bit of passion…

Escúchalo en el minuto 8:57

Por que limitar el alcance organico es lo mejor que hizo Facebook

Canales de adquisición

A quien se queja de que su pagina de 300.000 seguidores paso de llegar a 160.000 personas a llegar a 2.000, le explica que si, que quieren que pagues por promocionar, pero que ademas es lo correcto: las tasas de apertura del correo han caido del 37% al 12% en ocho anos porque los marketers lo arruinan todo, y si la red mostrara todo lo que publican todas las paginas y amigos tendria el ruido que ya tienen el correo…

And I actually, I have a website that I created that on Facebook, it went viral in 2010. It has about 300,000 people on there. I used to get automatically 160,000 people would see everything I did. And now? Now, sometimes there's a post that I will do, and I've worked to be good at this, where 2,000 people will see it out of 300,000 people. Let me explain to you a couple things. Facebook doesn't let every person that follows you see the picture or post that you're putting out there. It's actually the best thing they did. Let me explain why. Everybody wants to look at it as like they're trying…

Escúchalo en el minuto 59:53

Marca personal contra marca de empresa: lo que no puedes delegar

Estrategia de contenidos

Construir una marca personal tiene una pega: la tienes que hacer tu, no se delega. Cuando eres un logo puedes montar un equipo, becarios, otra gente. Y para la empresa aburrida a la que nadie sigue, la salida es su profundidad de informacion: una consultora con mucho conocimiento que no saca una infografia semanal de contenido ligero, pensada por ejemplo para el publico femenino que manda en Pinterest, esta…

Now, the good thing is when you're building a personal brand like Keith and I have and other people have, it really sucks because you actually have to do it. When you're a logo, you can build a team, have interns, have other people. It's about storytelling, what value proposition. has enormous depth, of information. And the fact that Farazi Greenlight, does not put out an infographic, every week, of some information, of lightweight content, that can go quite viral, especially if you think about, the female demo on Pinterest. Pinterest infographics, is just gold. And so if you actually, make…

Escúchalo en el minuto 45:49

Dos formas de dar asco: instrumentalizar una tragedia y retuitear elogios

Estrategia de contenidos

Lo peor que ve es el por cada seguidor donamos un dolar a las victimas: eres una empresa de mil millones, dona el dinero y ya, no uses un desastre para ganar seguidores. La otra version es la cadena hotelera cuyo perfil es una sucesion de retuits de gente diciendo que lo paso muy bien alli: eso se llama presumir, y a tus seguidores no les interesa oirte hablar de lo estupendo que eres.

You know what the worst is? For everybody that follows us, we'll donate a dollar to the Haiti Relief Fund. I want to kill people. you're a billion dollar company, just give money to the relief fund. You're taking a disaster to try to get more followers, you piece of shit. I picked on Holiday Inn in this book, that's a case study I remember, for retweeting, every tweet is a retweet of somebody saying they had a good time at Holiday Inn. You know what that's called? Bragging. your other followers don't want you to just talk about how great you are.

Escúchalo en el minuto 53:17

Que tus favores no queden encerrados en una sola relacion

Retención y relación con el cliente

Procura que lo que das no quede aislado en la relacion con esa persona, sino que se vea un poco. A quien le apuntabas puede que no te devuelva nunca nada, pero otros que vieron esa generosidad si pueden valorarla y darte oportunidades por otro lado. Hacerlo un poco mas transparente y publico tiene valor propio.

The other thing that I would say is try to make as many of your jabs not be siloed just to that relationship. Let them be a little bit more known. Because the person that you might be trying to land the right hook on, you might not be able to land on. But other people that have seen it, seen the jabs, might value that and give you opportunities elsewhere. So if you can make them a little bit more transparent and out there, there's a little more value with that as well.

Escúchalo en el minuto 13:25

Guinness monto una editorial para vender mas cerveza

Estrategia de contenidos

Hace unos sesenta anos a Guinness le cayeron por primera vez las ventas en los pubs britanicos. Hicieron investigacion de mercado a la vieja usanza, encuestando a gente en los bares, y encontraron que los dos temas de los que mas se hablaba eran el futbol y las trivialidades. Con eso crearon el Libro Guinness de los Records: montaron una empresa de medios para resolver su problema de ventas.

I'm going to give you an example of Guinness Beer. Guinness Beer had a problem about 60 years ago. They had pub sales decline in the UK for the first time ever. And they're like, what are we going to do? They went and did old school market research and surveyed people in bars. And they found that the two biggest things that people talked about were soccer and trivia. So they created the Guinness Book of World Records. How many people had no idea that Guinness Beer started Guinness Book of World Records? So what they did was they started a media company to solve their problem.

Escúchalo en el minuto 41:34

Cuando te pidan el retorno de lo social, pide tu el de todo lo demas

Medición y experimentos

Su primera respuesta a quien exige el retorno de la inversion en redes es pedirle que le ensene el retorno de todo lo demas en lo que si gasta, porque ahi empieza la conversacion util. La audiencia de television se mide con unas 2.800 cajas para 300 millones de personas, y la publicidad exterior es una industria de miles de millones sustentada en gente que subia a los tejados a contar coches y aplicaba un…

So here's the first question I ask, and I deal with all those same clients, right? I ask them to show me the ROI of what they're spending their money on when they're not doing this. I mean, that's where this conversation becomes very valuable, right? And so even though, you know, when you talk to NBCUniversal, or, you know, I have TV clients, and the KPI is Nielsen ratings. I mean, you have to really get concerned about that, because I don't believe in Nielsen ratings to begin with. You've got 2,800 boxes representing 300 million people, and like, you know, I mean, it's ludicrous. I mean…

Escúchalo en el minuto 23:52

Nadie tiene un problema de historia: tiene un problema de confianza en lo que vende

Marca y posicionamiento

La pregunta que mas le hacen es cual es mi historia, y sostiene que no es la pregunta real: la gente si sabe su historia, lo que no tiene es confianza en lo que vende. El nunca ha vendido nada en lo que no creyera, y su programa de vino funciono precisamente porque criticaba abiertamente muchos de los productos que el mismo vendia, y eso construyo una enorme confianza.

To know your story, I actually think every, you know, this is the biggest thing I hear all the time, which is, what is my story? The funny thing is, I actually don't think that that's the real question. I actually think people know their story. I think people just don't have confidence in what they actually sell. You know, I think salespeople are the best. Salespeople are the best people. I've never sold anything in my life that I haven't believed in. You know, that's why my wine show, for ones that know that background, did so well. Because I panned so many of the products that I sold, which…

Escúchalo en el minuto 5:09

La generosidad compra permiso para influir

Retención y relación con el cliente

La misma logica del gancho de izquierda antes que el de derecha vale fuera de internet: se generoso, haz todo lo que puedas por que tu jefe o ese prescriptor queden como heroes, y con el tiempo te ganas el permiso para influir. Toda gran relacion da permiso de influencia, pero nadie quiere ser tu amigo porque si: hay que ser profundamente generoso durante un tiempo largo.

Let me use the same methodology for a moment to interpret as to how you can win in a high-touch world as well. Jab, right hook means be generous, be generous, be generous. Do everything you can do to make that boss of yours or that influencer successful. Make them the heroes as best as you can. And over time you will earn the permission to influence. If you make other people successful in life, I mean this is what we taught in Never Eat Alone. It's all about all great relationships give you permission for influence. But in order to get great relationships, nobody wants to be your friend…

Escúchalo en el minuto 10:44

5.000 personas que abren valen mas que un millon que pasa de largo

Canales de adquisición

Lo que hace interesante a Snapchat como plataforma de marketing es que arregla lo unico que importa de verdad: la atencion. Como la imagen desaparece a los diez segundos y hay que mantener el dedo, la gente atiende esos diez segundos. El tiene alli solo 5.000 seguidores y los abren 4.000, mientras que del millon que le sigue en Twitter, con todo el ruido, quiza le vean 480 o 720. Con eso consiguio hacer tendencia en…

I think is seriously the most interesting marketing platform right now. You know what Snapchat does? It fixes the one thing that actually matters. Attention. Because the picture comes to you and you know that you can only hold it down for 10 seconds and then it disappears, you're actually paying attention for those 10 seconds. So, right now, I just took a snap before we went out here and I sent out, you know, a snap. But people are actually going to pay attention to it and then they're going to tweet, which is what I asked them to do. And I've been able to make things trend on Twitter for the…

Escúchalo en el minuto 31:43

El estudio que decia que lo social no vende, leido por dentro

Medición y experimentos

Salio un informe segun el cual solo el 1% de las ventas del Black Friday venia de redes sociales. Dos objeciones: probaron diecisiete sitios que son malisimos en social porque solo lanzan golpes de venta, uno detras de otro, y claro que eso no convierte; y ademas esta medido a ultima atribucion. Si vamos a medirlo todo a ultimo clic, entonces no se puede hablar de marketing en absoluto, no hay razon para hacer…

Unless you quantifiably take the link to – so some of you, if you really pay attention, you might have seen IBM's last report this week that only 1% of Black Friday's sales came from social media. And everybody's like, oh, da-da-da. Meanwhile, they tested 17 sites, right? All 17 of those companies suck at social media because they're throwing right hook, right hook, Of course it's not going to convert. And number two, it's all based on last attribution. If you're going to go with last attribution, well then we can't talk about marketing at all. There's no reason to do any marketing.

Escúchalo en el minuto 25:37

La intencion lo supera todo, asi que la perfeccion no te paraliza

Marca y posicionamiento

No tiene miedo de hacer algo mal, publicar lo que no toca o promocionarse demasiado, porque si de verdad cree que se equivoco pide perdon, y sostiene que la disculpa vale mas que el statu quo, hasta el punto de haber aconsejado a un cliente hacer algo mal a proposito para poder disculparse. Sigue publicando enlaces con imagen autogenerada, justo lo que su libro desaconseja, porque esta midiendo la linea base y las…

I think the imperfect. So first of all, I think intent trumps all. And I think the second you really understand what I just said, you become far more lucid in your communication. I'm never scared to doing the wrong thing, tweeting the wrong thing, promoting too much. Because I'll apologize if I really feel like I was wrong. I actually consulted one of my clients to do something wrong on purpose so we could say we're sorry. Because I think the sorry is more valuable than the status quo. So the reason I'm not crippled by perfection or it has to be perfect or anything of that nature, as a matter…

Escúchalo en el minuto 58:15

Las redes no te cambian, te vuelven la version extrema de lo que ya eres

Marca y posicionamiento

Compara las redes con hacerse rico y famoso: no te cambia, te convierte en la version extrema de lo que ya eres, y por eso las redes aceleran, exponen y llevan al extremo quien eres realmente. De ahi que la respuesta a como se hace bien sea sencilla: haciendolo de verdad, actuando como humano y como lo harias en la vida real. Todo el mundo cree que para ganar en Twitter hay que ser gracioso o ingenioso para que le…

The funny thing is, I truly believe the reason that I over-indexed on social networks, is because I think social networks actually look a whole lot like becoming rich. When you become rich and famous, you don't change. You just become the extreme version of what you are. I think social networks are just accelerating, and exposing, and extremalizing who we actually are. how do you actually do it? By doing it the right way. By actually acting human. And everybody thinks on Twitter to win, you've got to be funny or witty, so you get retweets. How about being nice, or listening, or bringing…

Escúchalo en el minuto 54:05

Vender a la hija de quince para que compre la madre de cuarenta y cinco

Investigación de mercado y cliente

Su tesis de la juvenilizacion: las hijas de entre 8 y 16 anos influyen hoy en los habitos de compra de sus madres de 40 a 50 muchisimo mas que hace veinte anos, cuando era al reves, y una mujer de 45 hoy se comporta mas como una de 27 hace dos decadas. Por eso, con marcas como Dove, hacen marketing dirigido a chicas de quince para que la madre compre: si a la hija le parece guay, la madre lo compra. Es tambien el…

And so, here's another one. If you look at the dynamics, here's why I like Snapchat, Vine, and Instagram, to sell to 40-year-old women even though they're not there. If you look at the data right now, 40 to 50-year-old women that have daughters that are between the age of 8 and 16, the 8 to 16-year-old is affecting their mother's buying habits so much more than 10 or 20 years ago where it was the other way around because we're living through the youthification of our society. If you look at the habits, the way they dress, the way they act, what they do day in and day out, the average…

Escúchalo en el minuto 40:00

Si el producto es malo, la exposicion no sirve de nada

Oferta y precio

Lo unico que el marketing puede darte es exposicion, notoriedad y atencion, y eso son turnos al bate: oportunidades de contar tu historia. Si conviertes y el producto entonces no es bueno, estas en un lio, porque habras cazado bien pero lo que de verdad importa es cultivar: retencion, valor de vida, la segunda venta. Su propio libro le fue mejor que los anteriores por el boca a boca, no por la promocion: el primero…

I talk a lot about, I said something yesterday during a book signing that really stuck with me, and I don't say it often enough, which is, if you're selling shit, there's nothing I can do for you. My purpose is to get you as much exposure and awareness and attention as possible. That's the only thing I've ever tried to do for my business, myself, and the businesses I'm involved with. But they're really just at bats, right? They're just at bats to give you another chance to storytell. If you then are lucky enough to convert on your right hook, and somebody buys your book, or your wine, or…

Escúchalo en el minuto 3:16

Veniamos de un esprint automatizable y esto es un maraton

Estrategia de contenidos

Es el punto que dice que no supo meter en el libro: el mundo digital del que venimos era bastante escalable y automatizable, banners, posicionamiento en buscadores, correo. Lo social, ironicamente, es intensivo en personas, de contacto y de plazo largo. Pasamos del esprint al maraton y la mayoria no estamos entrenados para ese maraton.

So social networks work, but we are coming off. This is the single most important point that I did not make in the book. We are coming from a digital world where things were actually quite scalable and automated. Banner ads, search engine optimization, email marketing. These things actually were quite automated. Social, ironically, is very heavy human, very heavy touch, very long-term. We came from sprinting and we're going to a marathon and most of us aren't trained for this marathon.

Escúchalo en el minuto 19:47

El retorno de un piano depende de quien lo toque

Medición y experimentos

La gente se esta volviendo cinica con las plataformas sociales, pero la herramienta no esta rota: lo que esta roto es la mecanica con la que se usa. El retorno de un piano para el entrevistador y para el es cero, y para Elton John o Billy Joel fue considerable; una pelota de baloncesto es un mal negocio para el y no lo fue para LeBron. El retorno depende de como uses la herramienta, no de la herramienta.

Listen, I think social networks right now are in a very funny spot. We're five to six years in, so it's mature enough now that people are actually putting effort and money into it. So now we start getting into the real questions of ROI. Is this really worth it? And what's really happening is these platforms are so different than anything that we've ever come from that I see, here's what I see. I see everybody starting to become cynical about a lot of these platforms when what I see is the tool's not broken, the mechanics are broken, right? That, you know, the ROI of a piano for Keith and I is…

Escúchalo en el minuto 18:55

El capital humano no escala como el correo automatizado

Estrategia de contenidos

Preguntado por cuanta gente pone en una cuenta grande, la respuesta es enorme: del orden de once personas por 600 horas semanales en tiempo real. Reconoce que el capital humano es imposible de escalar como se automatiza el correo, y lo compara con el gimnasio: vas a obtener el resultado del tiempo que metas. El sabe lo que hace falta para tener pectorales y no los tiene porque no ha metido el tiempo. No estas…

So you talk about depth instead of width, but obviously with so many networks there is width. The human capital obviously is harder to scale than automating email marketing. Impossibly difficult. So if you get a new client, Dove or whatever, how many people are on that account? Like how many hours per week? Enormous. 11 times 600 hours a week. I mean, real time. The time, you have to put in the time. But let me just make it clear. This is like exercise. You're going to get the results of the time you put in. I know what it takes to get chest muscles and pecs and muscles. I don't have them…

Escúchalo en el minuto 45:03

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