Marketero · Entrevistas
Surprise! Your TV Is Dead | Keynote With Young Creatives in Cannes, France 2018
50 ideas de marketing sacadas de «Surprise! Your TV Is Dead | Keynote With Young Creatives in Cannes, France 2018», de GaryVee. Sobre todo de canales de…
- 50 ideas despiezadas
- Fuente GaryVee
- Dura 1 h 03 min
- Publicada en 2018
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Mensaje y copywritingEscribe copy distinto en Instagram, en Facebook y en Twitter aunque sea exactamente la misma audiencia, porque la psicologia con la que esa persona entra a cada sitio es distinta, y piensa los tres primeros segundos de cada video segun la plataforma y el contexto. Llego a pedirle a su equipo que le silenciaran las palabrotas en LinkedIn, algo que nunca hace, porque ahi ese tono espanta a buena parte de la audiencia…
And you have to Doesn't mean that the copywriting has never been more important. You have 5,000 places to put it in. I write different copy on Instagram than I do on Facebook than I do on Twitter. It's the same [ __ ] audience, but the platform is different. So, I know their psychology is different. So, I copy write different. Like the first 3 seconds of every video I think about differently. What's the platform? What's the context? Twitter And by the way, this is back to context. One thing that I told the team, this is unheard of. I never filter. I'm like, "Hey guys, I think we have to start…
Escúchalo en el minuto 13:25
Mensaje y copywritingEscribe textos distintos en cada red para la misma audiencia, porque el contexto cambia la psicología: lo que alguien reacciona y convierte en una plataforma no es lo que hará un minuto después en otra. Hasta tuvo que pedir a su equipo que le censuraran los tacos en la red profesional, porque ahí está en otra habitación y con otro público. De ahí su tesis sobre lo más infravalorado hoy: cambiar solo el texto que…
And you have to Doesn't mean that the copywriting has never been more important. You have 5,000 places to put it in. I write different copy on Instagram than I do on Facebook than I do on Twitter. It's the same [ __ ] audience, but the platform is different. So, I know their psychology is different. So, I copy write different. Like the first 3 seconds of every video I think about differently. What's the platform? What's the context? Twitter that you're in a different room in LinkedIn than you are on Snapchat, and what works for, you know, 18-year-old Sandra is not playing for 64-year-old Joel…
Escúchalo en el minuto 13:25
La escalera: mucho copy barato, luego el video de 10.000, luego el de 300.000
Medición y experimentosSu forma de producir sin adivinar: sacar muchisimo copy en Twitter, ver que prende, hacer entonces la version de diez mil dolares, ver si funciona, y solo despues la de ciento cincuenta o trescientos mil. Asi deberia hacerse, en vez de apostarlo todo desde un trabajo de insights. En la misma linea montaron su propia planta de produccion para bajar el coste de la creatividad, y sostiene que con quince mil dolares por…
Yes, great question. You know, to me one of the things we've done extremely well in a couple of spots. So we do plenty of things that make me want to throw up on myself, but at our best the reason we started a fifth We have a 50,000 square foot production facility in Long Island City. The reason we own our own production facility is to drive down the cost of creative. So it can run the gamut. My belief is that copy and very dirty, but nice product I mean look guys, you know this. You're not dumb. You don't see your friends or relatives or people on Fiverr. Like you may not want to see it…
Escúchalo en el minuto 45:18
No pongas el logo en los tres primeros segundos
ConversiónCritica el consejo del propio equipo creativo de la plataforma de poner el logo en los tres primeros segundos del video, porque sus informes de recuerdo de marca estan montados sobre eso: ensenarle a alguien una marca en los tres primeros segundos hace que se vaya. Haz un video que la gente quiera ver de verdad y se queda. Hicieron un video musical para una cadena de donuts que les critico la plataforma, el cliente…
different. For example, they tell everybody in here to make sure the logo's shown in the first 3 seconds cuz their reporting of brand lift studies is predicated on that. It's the worst thing you can do. Show a person a brand in the first 3 seconds of a video, they're out. Make a video people actually want to watch, they're in. We made a Dunkin Donuts video that we got [ __ ] on by Facebook, by the client, by the incumbents, by everybody. And it [ __ ] dominated cuz it was a music video and it's [ __ ] funny and people liked it. And then when we re-targeted the people that watched 2 minutes…
Escúchalo en el minuto 23:01
Negociar no estar en el juego de la aprobación
Estrategia y decisiones de negocioDedicar cuarenta y cinco minutos, o una reunión de quince personas, a aprobar una publicación orgánica que verán ocho personas es el mayor desperdicio posible. Lo que plantea a sus clientes es un acuerdo explícito: podéis despedirnos, pero no vamos a pedir aprobación pieza a pieza; conocemos vuestras reglas y vuestros límites, se nos puede exigir responsabilidad por el resultado, y si algo roza el límite avisamos…
but I'm in these spaces where we have 15 to 20 people discussing a Facebook post and it's like, "Oh, one post?" And it's like, "Oh my god, can we move on?" Because there is so much more to do. Uh You know, like if you're You know, like to your point. Like and I've seen in our building, too. Like, why did we have a meeting for 40 minutes on a post that's going to go organic that eight people are going to see? Like, you know, if it's another thing where like we're getting You know, I mean, we did a Budweiser video last year where we dropped a container of beer in the middle of the desert. I…
Escúchalo en el minuto 38:21
No pongas la marca en los tres primeros segundos, aunque la plataforma lo pida
Mensaje y copywritingFacebook recomienda que el logotipo aparezca en los tres primeros segundos porque sus estudios de notoriedad se miden así, y es justo lo peor que se puede hacer: enseñarle la marca a alguien en los tres primeros segundos y se va. Haz un vídeo que la gente quiera ver de verdad y se queda. El caso que lo sostiene: un vídeo musical para una cadena de donuts que criticó la plataforma, criticó el cliente y criticaron…
tell you this. The Facebook creative department, I love a lot of those characters, but they're not doing Facebook any favors. They're pushing things for Facebook. They're no different. For example, they tell everybody in here to make sure the logo's shown in the first 3 seconds cuz their reporting of brand lift studies is predicated on that. It's the worst thing you can do. Show a person a brand in the first 3 seconds of a video, they're out. Make a video people actually want to watch, they're in. We made a Dunkin Donuts video that we got [ __ ] on by Facebook, by the client, by the…
Escúchalo en el minuto 22:52
Canales de adquisiciónSu marco para repartir presupuesto: con dinero ilimitado hazlo todo, porque una valla que vale 800 y pagas a 10.000 igual la ve alguien. Pero con un presupuesto dado, la pregunta es que esta infravalorado y que sobrevalorado para alcanzar al maximo de gente. El problema es que la industria se organiza sobre el alcance potencial, no el real: te cuentan cuantos hogares podrian estar viendo el partido, no cuanta gente…
The only way you can get somebody to do something is make them aware of something. So, whether you're telling people to go under your shelter cuz a tornado is coming, or you want them to buy a bandana or a root beer, it's the same game. The only game that matters is attention. It's the only currency that matters. Because without it, you can't say your thing. So, to me, it's underpriced and overpriced attention. Everything's available. If you have unlimited money, do everything. Because if a billboard's worth $800, but you paid 10,000 for it, well, you're still going to get some people to see…
Escúchalo en el minuto 25:57
Estrategia y decisiones de negocioEl aviso a los creativos jóvenes de un festival de publicidad: sois la generación más vulnerable, porque os está seduciendo un sistema que en cinco o siete años os dejará a mitad de carrera etiquetados como gente del print, del exterior, de la televisión y del banner, y no os darán los mejores trabajos. El antecedente histórico que propone mirar es a quiénes se llevó por delante el paso de la radio a la televisión…
And number two, you have to outside of your job build your skills in this world, otherwise you will be vulnerable. actionable. Please do not disrespect social networks. Every one of them, download and create for it on the side. Start a side hustle, sell peanut butter direct on Amazon and do all the creative on Instagram. Please learn the skills because you do not You are the most vulnerable creative generation because when this actually fully hits tilt in the next 5 to 7 years, you're going to be deep in your career and you're going to be judged for being part of this machine and you're not…
Escúchalo en el minuto 0:00
Seis publicaciones al dia porque el algoritmo ya filtra por ti
Estrategia de contenidosSu opinion sobre la frecuencia: una marca deberia publicar seis veces al dia en el feed principal de Instagram, sin contar historias ni pago. No se puede saturar en Facebook e Instagram porque el algoritmo esta protegiendo al usuario, a diferencia del correo o de Twitter: si te gusta una marca y lo demuestras con tus acciones, veras tres de esas seis; si sigues a otra y no interactuas con sus primeras siete…
patterns. I don't agree with that. I think I think you should be publishing For example, let's use Instagram since it's such a player right now. I think one man's point of view, the ideal amount of times that a brand should post on Instagram on main feed, not stories, is six. Six in a day? In a day. So, let's talk about it. Let's talk about it. Number one, first of all, that's just organic. and you're most into You have to understand what people don't understand about the algorithm. The algorithm that Instagram and Facebook implement is the most perfect, and I mean perfect product I've ever…
Escúchalo en el minuto 30:11
Estrategia y decisiones de negocioDescarga todas las redes y crea para ellas por tu cuenta: monta un negocio lateral, compra mil unidades de un producto de marca blanca, ponlo a la venta en Amazon y encargate tu de toda la creatividad en Instagram y Facebook para venderlo. Asi te vuelves autosuficiente y despues puedes hacer lo tuyo. Su argumento es que esta es la generacion creativa mas vulnerable: cuando esto termine de volcar, en cinco a siete…
actionable. Please do not disrespect social networks. Every one of them, download and create for it on the side. Start a side hustle, sell peanut butter direct on Amazon and do all the creative on Instagram. Please learn the skills because you do not You are the most vulnerable creative generation because when this actually fully hits tilt in the next 5 to 7 years, you're going to be deep in your career and you're going to be judged for being part of this machine and you're not going to get the best jobs because you're going to be dissed for being a person of the print, of the outdoor, of the…
Escúchalo en el minuto 11:12
Once piezas por segmento en vez de una pieza para todos
Mensaje y copywritingEl sistema obliga a un eslogan vainilla que debe valer para todo el mundo y a un vídeo único que acaba no funcionando para nadie. Lo que permite el medio actual es lo contrario: once vídeos en lugar de uno, uno por perfil demográfico, psicográfico y de intereses. El ejemplo que da es de cerveza: un abuelo pescando con su nieto funciona con el hombre de 63 años de Alabama, y un grupo de rap sirviendo la misma cerveza…
5-minute videos consist like the fact that you can make 11 videos for a brand instead of one, is, in theory, amazing for creative. Like, wouldn't you want to make 11 videos instead of one? Wouldn't you want to Look at this room. Nobody here looks the same. Shouldn't, if I'm Dove, make one for African-American females, make one for white guys with blonde hair, make one with for psychographic, demographic, financial interests? Shouldn't I? The answer is yes. But the system forces us to do a subjective vanilla tagline that should work for everybody and then make 130 [ __ ] second video that…
Escúchalo en el minuto 9:06
Escalera de producción: primero el copy, luego los diez mil, luego los ciento cincuenta mil
Estrategia de contenidosEn vez de apostar el presupuesto a una pieza cara basada en un trabajo de insights, propone escalar: publicar mucho texto en la plataforma más rápida, ver qué prende, hacer entonces la versión de diez mil dólares, y si también funciona, la de ciento cincuenta o trescientos mil. Detrás hay una convicción sobre el coste: con quince mil dólares por vídeo y buena gente se hace trabajo excelente, y por eso montaron su…
myself, but at our best the reason we started a fifth We have a 50,000 square foot production facility in Long Island City. The reason we own our own production facility is to drive down the cost of creative. feeling if I hired all of you for a ninja team and said, "By the way, you have to make $15,000 videos. Here's people." You'd make some killer [ __ ] [ __ ] It's plenty of [ __ ] money. I down costs. I think at its best, I think Twitter's so vibrant right now again that you could do a ton of copy, see what pops, then make the $10,000 version, right? See if it goes, and then make the…
Escúchalo en el minuto 45:26
Regala tu mejor material: la atencion es el apalancamiento
Estrategia de contenidosTodo se reduce a un intercambio de valor: la gente le sigue porque le motiva y le da informacion que le sirve para su marca personal y su negocio, igual que otros tienen millones de seguidores por ser guapos, graciosos o buenos en un deporte. Hay que averiguar cual es la unica cosa en la que aportas mas valor. El problema es que a casi nadie le gusta regalar su mejor trabajo: el regala sus mejores consejos, los que…
For me, building anything, whether it's a personal brand or a brand or or a PSA or anything of that nature, it's just about value exchange. what Why do I have a lot of followers on Instagram? Because I motivate people and I give them information that helps them with their personal brand and business. That's a value exchange. It's not Other people are funny. It's value exchange. I want something, you're giving me something. It's human nature. You need to figure out the single best thing that you bring value in. And the problem is most people don't like to give their best work away for free…
Escúchalo en el minuto 33:22
Once videos en vez de uno, uno por segmento
Mensaje y copywritingLo que la tecnologia permite y el sistema impide: en vez de un eslogan generico y un unico spot que deberia servir para todo el mundo y no le llega a nadie, hacer once videos, uno para cada segmento demografico, psicografico y de intereses. Su ejemplo con una cervecera: un video del abuelo blanco de Alabama pescando con su nieto y tomando cerveza, dirigido al hombre de 63 anos, y otro con un grupo de rap vertiendo…
when you think about audio, the rise of audio, sonic advertising, the fact that every brand now should have a jingle and a 3-second sound that we can associate with, the fact that you can make 5-minute videos consist like the fact that you can make 11 videos for a brand instead of one, is, in theory, amazing for creative. Like, wouldn't you want to make 11 videos instead of one? Wouldn't you want to Look at this room. Nobody here looks the same. Shouldn't, if I'm Dove, make one for African-American females, make one for white guys with blonde hair, make one with for psychographic…
Escúchalo en el minuto 8:56
Lo que funciona en Facebook es lo que sube a la campana grande
Canales de adquisiciónEl modelo que aplicaron con una gran cervecera despues de un ano de trabajo que funciono: la campana masiva ya no la disena la agencia tradicional, empieza en Facebook y lo que funciona alli es lo que sube a los medios grandes. Y esta vendiendo de verdad, porque la gente ya ha visto esos videos en Facebook.
Budweiser's credit, we did a bunch of work last year. It all worked. The Jeter stuff, the Harry Caray stuff, all that stuff worked. And Anomaly no longer does the above the line work. We do what in essence is the new the new Budweiser above the line work, which is it starts at Facebook and whatever works goes above the line. And it's really working in sales cuz people see the Facebook
Escúchalo en el minuto 17:49
Investigación de mercado y clienteSu consejo mas concreto a los jovenes: trabaja un ano en comercio y mira como cambia tu carrera. El se pasaba las horas detras de la caja de la tienda de su padre viendo como la gente recorria el local, y de ahi salio despues lo que le hizo bueno en diseno de interfaces: si todos van por este lado, pongamos el producto rentable ahi, y quitemos del mostrador las botellitas con las que ganamos un centimo para poner…
So through experience, you know, what really and I I mean this is not thought out. This is I got I got real lucky in my life experiences. For example, this is really weird to bring up the attention thing. Back to getting goosebumps, I as a 6-year-old had six lemonade stands, tricked my friends into standing behind the lemonade stands and I would walk the streets of New Jersey looking at cars, looking at poles and tree I mean I this is what I used to do. I was I have such a natural trader of attention that intuitively as a child I understood that if I put my lemonade sign on that tree versus…
Escúchalo en el minuto 50:38
Investigación de mercado y clienteLo que dice que le enseñó más fue estar detrás del mostrador de la tienda de su padre mirando cómo la gente recorría el local: de ahí salió después su intuición para la interfaz y la experiencia de usuario en la web, y decisiones concretas como poner el producto de más margen donde la gente pasaba y cambiar en la caja las botellitas que dejaban un céntimo por medias botellas de champán que la gente sí cogía. La…
you're so young you could still do this. Literally work one year at retail and watch your career change, right? I see some of you shaking your head. I used to stand behind the register in my dad's liquor store and I would watch people walk the store. Later that became why I was so good at UI and UX on the web because I had already and these that's how I built my dad's store. It wasn't just marketing. It was Wait a minute. If people are all going this way because that's how we set up the store, maybe I should put higher profitable items that Why do we have the jug wine there which is [ __ ]…
Escúchalo en el minuto 52:01
Insight profundo mas hackeo de cultura, y nada en medio
Investigación de mercado y clienteDivide el trabajo en dos extremos y desprecia el centro. Uno es el insight de verdad, que no es entrevistar a tres personas sino leer datos masivos y senales culturales hasta llegar a algo como que esto va de la inseguridad de los hombres de cincuenta anos los jueves. Su ejemplo: el suicidio adolescente tiene mas que ver con padres que sobreprotegen los primeros ocho o nueve anos, de modo que el chaval llega a la…
Coming into like you know, you know, that's where I think insight work and having the ability to hack culture matter the most. The two The answer to your question in my brain goes into two places. True great insight work, which is not about interviewing three people, but really looking at big data. And big data's amazing. Like I You know, big data's real. It's [ __ ] special. It's just an incredible talent to look at all the cultural signals and be like, "Oh, [ __ ] It's about insecurity amongst 50-year-old men on Thursday." That You know, that takes something, right? So, big insight work…
Escúchalo en el minuto 46:43
Estrategia y decisiones de negocioSu consejo a quien trabaja en una estructura que no le deja hacer lo que cree: encuentra la forma de no hacer que te despidan pero de decir lo que piensas para que quede en acta, porque su mayor temor por ti es que digas que si a todo hasta la muerte porque sabes lo que se acepta, y que dentro de seis anos alguien te juzgue diciendo que estuvo en cuatro reuniones contigo y te encantaba la television.
you need to do is two things. One, if I'm you and And is now for you personally, for your life, for you and your kids, not like you need to be on the record so that everybody in this environment knows what your opinions are. The biggest fear I have for you is you yes people to death because you know what's accepted and then 6 years later people judge you and be like, "Well, I was in four meetings with you. You loved TV." [ __ ] you. Got it? So that's dangerous. You need to find a way of not getting fired but still saying your piece so that it's on the record. And number two,
Escúchalo en el minuto 19:06
Trece ideas mueren para que sobreviva un spot que nadie ve
Mensaje y copywritingDescribe el embudo de decision del sector como un desperdicio: equipos inteligentes pasan cuatro horas generando trece ideas, un creativo senior las reduce a dos con su opinion subjetiva, el cliente, que en realidad dirige un negocio de galletas y no es creativo, elige una en una reunion de una hora, y todo el dinero acaba en un unico video de treinta segundos para television que nadie ve. Su alternativa es que…
That's why my model what I want for the industry is the best because all 13 of you could have your videos and like could you imagine a creative world where every idea Do you know how stupid it is for you guys to spend 4 hours smart brains, teams whiteboarding [ __ ] have 13 ideas, and then it's some senior person's subjective opinion to get them down to two present to a client. The client in a 1-hour period who's really she's running a business of selling biscuits. She's not a [ __ ] creative. She picks one of the two and then all of the money goes into 1 30-second video that goes on TV that…
Escúchalo en el minuto 42:27
Pasar al juego de la no aprobacion
Estrategia de contenidosEsta pidiendo a las marcas entrar en el juego de la no aprobacion: no se puede dedicar cuarenta y cinco minutos a debatir un tuit con el que intentas ser culturalmente relevante, ni cuarenta minutos de reunion a una publicacion organica que van a ver ocho personas. La agencia conoce las reglas y los limites del cliente, avisa si cree que se esta acercando al borde, y responde por los resultados; te pueden despedir…
but I'm in these spaces where we have 15 to 20 people discussing a Facebook post and it's like, "Oh, one post?" And it's like, "Oh my god, can we move on?" Because there is so much more to do. Uh And it's just like this. You're preaching. We don't We don't have that scenario. We don't We don't have it as much because we think that that would be the biggest waste of [ __ ] time, especially if it's organic. You know, like if you're You know, like to your point. Like and I've seen in our building, too. Like, why did we have a meeting for 40 minutes on a post that's going to go organic that eight…
Escúchalo en el minuto 38:21
Publicar seis veces al día no satura porque el algoritmo te protege del exceso
Estrategia de contenidosSu número para una marca en el feed principal de Instagram es seis publicaciones diarias, sin contar historias ni pago. El razonamiento es que el algoritmo filtra: si sigues una marca y sus siete primeras publicaciones no te enganchan, verás una de cada doce en dos días; si interactúas con otra, verás tres. A diferencia del correo o de otras plataformas, aquí no puedes abrumar a nadie, porque el negocio de la…
For example, let's use Instagram since it's such a player right now. I think one man's point of view, the ideal amount of times that a brand should post on Instagram on main feed, not stories, is six. Six in a day? In a day. first of all, that's just organic. When I post uh on my views on a video 200,000 to 500,000. Right? And that's with sharing and people tagging. You're not reaching most of your audience to begin with. So, if you're a brand that's posting six times a day about the algorithm. The algorithm that Instagram and Facebook implement is the most perfect, and I mean perfect product…
Escúchalo en el minuto 30:15
Estrategia y decisiones de negocioA quien cuenta que su cliente no le deja hacer lo que cree correcto, la respuesta no es una táctica de persuasión sino una de supervivencia: encuentra la forma de decir lo que piensas sin que te despidan, para que quede por escrito. El riesgo que señala es que, por decir amén a lo aceptado, dentro de seis años alguien te juzgue recordando que en cuatro reuniones defendiste lo contrario.
And I mean I I mean it. I'm What I think you need to do is two things. One, if I'm you and And is now for you personally, for your life, for you and your kids, not like you need to be on the record so that everybody in this environment knows what your opinions are. The biggest fear I have for you is you yes people to death because you know what's accepted and then 6 years later people judge you and be like, "Well, I was in four meetings with you. You loved TV." [ __ ] you. Got it? So that's dangerous. You need to find a way of not getting fired but still saying your piece so that it's on the…
Escúchalo en el minuto 19:04
Regala tu mejor trabajo, no el que te sobra
Estrategia de contenidosTodo se reduce a un intercambio de valor: la gente te sigue porque le das algo —información, humor, belleza, espectáculo— y el problema es que casi nadie quiere regalar su mejor trabajo. Él regala el consejo que podría vender en libros de mil dólares y formaciones de veinticinco mil, porque considera la atención el activo definitivo y porque eso le da permiso para pedir cuando saca un producto. La conversión sube…
For me, building anything, whether it's a personal brand or a brand or or a PSA or anything of that nature, it's just about value exchange. You need to figure out the single best thing that you bring value in. And the problem is most people don't like to give their best work away for free. That's what I figured out. I give I give away my all my advice for free. My best advice, the stuff I could sell for $1,000 e-books and $25,000 masterminds, I give it all away for free because that is the ultimate leverage, because I'm bringing the most value and I want the attention cuz I think attention is…
Escúchalo en el minuto 33:22
Insight profundo más pirateo de la cultura, y nada en medio
Investigación de mercado y clienteDistingue dos trabajos válidos y descarta lo que hay entre ellos. Uno es el insight de verdad, que no es entrevistar a tres personas ni decidir en una pizarra que la marca representará el optimismo, sino leer señales culturales a gran escala hasta dar con algo como que el asunto es la inseguridad de los hombres de cincuenta años los jueves. Su ejemplo desarrollado: la comida no saludable está a punto de despegar…
Coming into like you know, you know, that's where I think insight work and having the ability to hack culture matter the most. The two The answer to your question in my brain goes into two places. True great insight work, which is not about interviewing three people, but really looking at big data. And big data's amazing. Like I something, right? So, big insight work that gives you pillars, and then what I call culture hacking, right? When things are happening in culture, you make creative quickly and see if that's a place where your brain can play. So, I think it's it's actually I think…
Escúchalo en el minuto 46:43
El 80% de las marcas deberia poner mas del 60% de su presupuesto en Facebook e Instagram
Canales de adquisiciónSu recomendacion de reparto, dicha sin matices: el 80% de las marcas de Estados Unidos deberia gastar mas del 60% de su presupuesto total en Facebook e Instagram, con independencia del tipo de marca, porque la plataforma ya tiene profundidad suficiente para cualquiera. Y anade que los anuncios estan tan infravalorados en ese momento que hay que estar comprandolos: si eres una marca deportiva, contra los seguidores…
That's not even what I think you should be doing on paid ads, which is spending all your money on it. Yeah. Like all of it. Like Like you would be stunned how much I think I think 80% of brands in America should spend more than 60% of their overall budget on Facebook and Instagram. 60. And I'm talking about regardless of the brand cuz Facebook is so deep now. The bigger conversation for advertisers, this is not now your mom and pop store or you as a person, is you should be running ads. The ads are so underpriced right now that you should be running ads. So, if you're Adidas, you should be…
Escúchalo en el minuto 30:37
Medición y experimentosPreguntado por los numeros internos que siempre dan mejor a los medios tradicionales, responde que por supuesto que su modelo mide mejor la television: lo hicieron asi, es como decir que la bascula mide tu peso, no que las calorias no importen. Y anade el factor humano: en casi todos esos modelos alguien puede entrar y ajustar unos puntos porcentuales alegando que ese fin de semana hizo demasiado bueno y la…
facing. It's because they model the MMM internally to make that happen. My question is all of these numbers, are they due to this industry propaganda that you just 100%. Or is it just a one or two years? 100%. The internal MMMs, so again one of the great things When I came in, I was like, "You're but of course your internal MMM is measuring TV better. You made it that way." Like you made the scale. It's like saying a scale measures your weight. No [ __ ] It didn't matter like, "Hey, calories don't matter cuz the scale measures your weight." Like, if you're not math nerded out how they do For…
Escúchalo en el minuto 24:10
Canales de adquisiciónDa igual que quieras que alguien se refugie de un tornado o que compre un refresco: el único juego es la atención, porque sin ella no llegas a decir lo que tenías que decir. De ahí que la decisión de medios sea de precio relativo: con dinero infinito lo compras todo, pero con un presupuesto dado la pregunta es qué está infravalorado y qué sobrevalorado para conseguir el máximo alcance. Una valla que vale 800 dólares…
The only way you can get somebody to do something is make them aware of something. So, whether you're telling people to go under your shelter cuz a tornado is coming, or you want them to buy a bandana or a root beer, it's the same game. The only game that matters is attention. It's the only currency that matters. Because without it, you can't say your thing. to me, it's underpriced and overpriced attention. Everything's available. If you have unlimited money, do everything. Because if a billboard's worth $800, but you paid 10,000 for it, well, you're still going to get some people to see it…
Escúchalo en el minuto 25:57
Estrategia y decisiones de negocioSu explicación de por qué consiguió entrar en las grandes cuentas: va a los niveles más altos y solo habla de negocio, nunca de publicidad. Sostiene que estas compañías están dirigidas por la dirección financiera, no por la de marketing ni por la general, y que la conversación real es que los minoristas se están llevando todo el dinero en acuerdos comerciales, que las marcas apenas hacen marketing y que cuando lo…
you know, I talk The reason I've been able to break through a little bit, Vayner, is I go to the highest levels and I only talk business. Only business. It's They're all CFO driven. Has nothing to do with the CMO. It has nothing to do with the CEO. Just [ __ ] math. And I just talk business. And the real business is the retailers are taking all their money cuz they're pouring all their money into trade. They're barely marketing anymore. And when they market, it's not working. Um
Escúchalo en el minuto 20:55
Canales de adquisiciónPreguntado si seguira predicando lo social, responde que por supuesto que no: si hubiera entrado en este mundo en 2001 su evangelio habria sido el correo y el buscador. La atencion se va a mover, y por eso estan entrando fuerte en voz, que ve como la primera gran toma de terreno. Lo que de verdad predica es la plataforma que viva encima del telefono movil, que es el mando a distancia de todo. Ademas matiza el propio…
Yes. Like you've always like your gospel is social. Is it all going to continue to be that? Of course not. If if I entered this universe in 2001, my gospel would have been email and search. Can't be. The attention's going to move. It's why we've gotten so big into voice. It's the first place that I see could be really a powerful land grab. Um and social's very you know, kind of broad, right? To me, it's it's what platform lives on top of the cell phone is what my gospel actually is. The cell phone is the remote control. It is the place. So, and we've also thrown things like YouTube and…
Escúchalo en el minuto 59:04
Estrategia y decisiones de negocioLa razon por la que dice haber conseguido abrirse paso es que va a los niveles mas altos y solo habla de negocio, nunca de creatividad ni de redes. Su lectura es que todo esto lo decide el director financiero, no el de marketing ni el consejero delegado: son matematicas. Y el negocio real es que los minoristas se estan llevando el dinero de las marcas hacia el canal, casi no queda inversion en marketing, y cuando la…
you know, I talk The reason I've been able to break through a little bit, Vayner, is I go to the highest levels and I only talk business. Only business. It's They're all CFO driven. Has nothing to do with the CMO. It has nothing to do with the CEO. Just [ __ ] math. And I just talk business. And the real business is the retailers are taking all their money cuz they're pouring all their money into trade. They're barely marketing anymore. And when they market, it's not working. Um
Escúchalo en el minuto 20:55
Marca y posicionamientoLo que le inspira no son los publicitarios sino quienes crean propiedad intelectual. Admira el modelo de negocio del promotor de lucha libre, que convierte a personas en superheroes con sus historias y ademas es dueno de esos personajes, que el humano no se puede llevar consigo, a diferencia de una agencia de representacion o una liga deportiva. Lo mismo con el universo de Disney, o con la agencia que en los sesenta…
Um that's a great question. So I don't consume a lot, but I'm gra- I gravitate a lot more to Vince McMahon and and Walt Disney. I love people that can create IP at a char- I think Vince McMahon built an incredible business model around IP. He gets people into characters like Hulk Hogan and Andre the Giant. They're based on humans. And unlike being William Morris or CAA or like a sporting league, he owns the IP. It's actually [ __ ] brilliant, right? Like he creates in theory superheroes out of humans. And the human can't take that IP with them. Like it's really smart. And then how he builds…
Escúchalo en el minuto 54:14
El vídeo largo vende aunque nadie en la cadena lo quiera
Estrategia de contenidosLos trabajos de los que dice estar más orgulloso son vídeos largos: la plataforma desaconseja hacerlos porque no le sirven para sus visualizaciones de tres segundos, las marcas no los piden y nadie los quiere, y sin embargo cada vez que los hacen el producto se vende en el supermercado. Un anuncio de dos minutos y trece segundos necesitaba ese tiempo para montar el remate emocional, y el recorte a treinta segundos…
The fact that you can make a 17-minute film on Facebook, that if it was [ __ ] awesome and you plan the media properly, would really sell and make people excited, is amazing. You know, the work that I'm most proud of at VaynerMedia are all long-form videos. Facebook says don't do it cuz it doesn't work for their 3-second views. You know, the brands don't want us to do it. Nobody wants us to do it, but every time we do it, miraculously, the product sells at supermarkets and Walmarts and things of that nature. The perfect thing is what I think we did with Stella Artois yesterday, which is we…
Escúchalo en el minuto 7:45
Medición y experimentosLos GRPs dicen cuántos hogares podrían estar viendo un partido, no cuántas personas consumieron el anuncio; el número de veces que un vídeo aparece en un feed no es el número de veces que alguien lo vio. La consecuencia perversa: se penaliza a Facebook y a Google, donde sí se puede medir, y se premia a las plataformas donde no se puede, aceptando informes de hace cien años que están amañados.
problem is the industry is based on potential reach, not actual reach. I understand how many GRPs and how many homes could be watching Empire or this playoff game. I'm asking you how many people actually consume the commercial. I know how many times a video shows up in your stream. I'm asking you how many times has somebody watched it? Here's what I know. We penalize things like Facebook and Google where we can actually measure it and we're rewarding platforms that we can't. We've accepted reports from 100 years ago that are rigged, but they're not real.
Escúchalo en el minuto 26:55
Marca y posicionamientoA quien le pregunta que hacer cuando un 30% de la empresa esta en manos de alguien con mala reputacion publica, responde que contra eso no hay proteccion: la verdad siempre acaba ganando, aunque tarde. Lo que si hay es una secuencia: primero una campana fuerte de distanciamiento publico de esa persona, para cortar la hemorragia, aunque en la vida real sean amigos y no quieran hacerlo; y solo despues, ir agresivo con…
For the bad politician to not do the dumb [ __ ] in the first place. It's a very important point and I'm not joking. That's what I love about the world we now live in. You know, you know, look, I mean, I think I think the move and let's say that was my cousin's business and 30% of the company was a partner, I would go on a very heavy campaign alienating the former partner and talking about the product benefits. But, the reality is is like that's the game we live in. know, people reaching out to me behind channels saying, "Hey, how do I protect against this?" I'm like, "You don't." The truth…
Escúchalo en el minuto 1:01:46
Dos minutos y trece segundos porque el chiste necesita montarse
Estrategia de contenidosEl trabajo del que esta orgulloso es un video de dos minutos y trece segundos para Facebook que hizo llorar a la gente. Necesitaban ese tiempo para que te importaran el padre y la hija antes del remate: el recorte de treinta segundos que despues pide el cliente no se va a ver y ademas va a ser peor. Es como pedirle a un comico bueno que condense su monologo en treinta segundos; hace falta tiempo para crear el…
The perfect thing is what I think we did with Stella Artois yesterday, which is we made 2-minute 13-second video for Facebook that made [ __ ] cry. You know? Like and everybody here would want to make that video. Because that's what you do. And that's what we do, too. It's just we needed 2 minutes and 13 seconds, first of all, to tell the story. Because the cutdown that they now want, it's not going to be good. First of all, it's not going to be seen. And second of all, it's not going to be as good. It took us 2 minutes and 13 seconds to get you to care about the dad and the girl talking…
Escúchalo en el minuto 36:43
Cuidar a la gente como ventaja competitiva frente a los grupos
Estrategia y decisiones de negocioCree que puede ganarle al sector entero preocupandose por las personas, porque los grandes grupos no pueden: manejan modelos de arbitraje financiero donde cada persona es una linea de coste y gasto general. Dedica una cantidad enorme de tiempo a recursos humanos aunque un directivo de su nivel no suela querer meterse ahi, y con sus personas clave dice tener un unico indicador: si puede conservarlas para siempre, lo…
is one of my favorite projects. My Chief Heart Officer, Claude Silver, is no question the most senior executive besides me. Like the Like this is real. We like care to know. Otherwise, we should just fire them. Like Like what are we doing here? Like, you know, it I I'm so pumped you asked that because I'm so in it. Like I spend an ungodly amount of time on HR. I love it. I love it. You know, most people don't want to, especially as a CEO, especially in my status, want to be in the Karen is ruining me business, but I do. I want to know because it's how we can build I think I can beat the whole…
Escúchalo en el minuto 42:14
Medición y experimentosAnte la objeción de que los modelos internos de mezcla de medios muestran mejor retorno en medios tradicionales, la respuesta es que el modelo mide mejor la televisión porque lo hicieron para eso: es como decir que las calorías no importan porque la báscula mide el peso. A eso se suma un elemento humano poco conocido: en la práctica alguien puede entrar y ajustar unos puntos porque el fin de semana hizo buen tiempo…
one or two years? 100%. The internal MMMs, so again one of the great things that happened to me is I'm a businessman When I came in, I was like, "You're but of course your internal MMM is measuring TV better. You made it that way." Like you made the scale. It's like saying a scale measures your weight. Like, if you're not math nerded out how they do For example, 700 You know what else happens? There's a human element to these MMMs. So, for example, when people tell you internal numbers show a better ROAS on TV or these things, do you know that a human being's allowed to come in 99% of time…
Escúchalo en el minuto 24:25
Ocho de cada diez marcas deberían poner ahí más del 60% del presupuesto
Canales de adquisiciónSu recomendación de reparto en 2018: el 80% de las marcas estadounidenses debería destinar más del 60% de su presupuesto total a Facebook e Instagram, con independencia del tipo de marca, porque la plataforma ya tiene esa profundidad de segmentación y porque los anuncios están infravalorados. El ejemplo de segmentación que da: una marca deportiva puede comprar contra los fans de su competencia, contra quienes…
be doing on paid ads, which is spending all your money on it. Yeah. Like all of it. Like Like you would be stunned how much I think I think 80% of brands in America should spend more than 60% of their overall budget on Facebook and Instagram. 60. And I'm talking about regardless of the brand cuz Facebook is so deep now. running ads. The ads are so underpriced right now that you should be running ads. So, if you're Adidas, you should be running ads against, you know, Nike fans or against people that are buy athletic shoes or just 18 to 25 that are into hip hop like a million things you should…
Escúchalo en el minuto 30:38
Marca y posicionamientoSus referentes no son publicitarios sino creadores de propiedad intelectual: quien convirtió luchadores en superhéroes construyó personajes cuya propiedad no se va con la persona, a diferencia de una agencia de representación o una liga deportiva, y montó las tramas para que te importaran. Lo mismo con quien construyó un universo entero de dibujos. En publicidad señala la generación que creó personajes de marca que…
Um that's a great question. So I don't a lot more to Vince McMahon and and Walt Disney. I love people that can create IP at a char- I think Vince McMahon built an incredible business model around IP. He gets people into characters like Hulk Hogan and Andre the Giant. They're based on humans. And unlike being William Morris or CAA or like a sporting league, he owns the IP. Like he creates in theory superheroes out of humans. And the human can't take that IP with them. Like it's really smart. And then how he builds up the story lines to get you to care. Very interesting to me. Uh same with…
Escúchalo en el minuto 54:14
Ninguna marca de moda de los ultimos tres anos se construyo en television
Marca y posicionamientoSu prueba de que la atencion se movio: no hay una sola marca de moda o de las consideradas cool que se haya construido fuera de Instagram en los ultimos treinta y seis meses. Pregunta si alguien cree que Champion volvio a ser Champion, que las zapatillas Stan Smith o que LaCroix llegaron donde estan a base de anuncios de television, y donde esta el spot de Off-White.
Cuz that's where the attention is. Like there is no fashion or cool brand that hasn't been built on Instagram in the last 36 months. You think Champion became Champion on the back of television commercials? You think Stan Smiths did that on TV? You think LaCroix did that on TV? Please pay attention. Where's Off-White's commercial?
Escúchalo en el minuto 13:55
Canales de adquisiciónLa cifra con la que abre todas sus reuniones con marcas de belleza: la marca de Kylie Jenner hizo 480 millones de dolares en ventas directas al consumidor en sus primeros doce meses, desde cero, mas de lo que facturan muchas marcas historicas del sector. Y su matiz importante es que no fue por sus seguidores ni por sus publicaciones, sino porque hacen marketing de pago en redes sociales.
I I just I have the same meeting with all of them in the last 100 days. It was like, "Do you know how much Kylie Jenner's brand has done direct-to-consumer in the last 12 months?" Does anybody here know how much revenue it's done in the first 12 months? Revenue. How much? billion but I think 300 or 500 million or so. That's exactly right. 480 million dollars in sales. From zero. Because and by the way, it is not because she has so many Snapchat and Instagram followers and her post. It's cuz they're marketing on social. And it's a brand and there is the Kardashian, of course, but these are…
Escúchalo en el minuto 19:58
3,4 millones de seguidores y entre 200.000 y 500.000 visualizaciones
Canales de adquisiciónDa su propio dato para que nadie se enganne con el alcance organico: con 3,4 millones de seguidores en Instagram, sus videos hacen entre 200.000 y 500.000 visualizaciones, y eso contando con que la gente los comparta y etiquete. Ni siquiera el llega a la mayoria de su audiencia, y ese es el punto de partida para decidir cuanto publicar.
First of all, you have to understand something. For example, my my Instagram, I have 3.4 million followers on Instagram, okay? When I post uh on my views on a video 200,000 to 500,000. Right? And that's with sharing and people tagging. You're not reaching most of your audience to begin with. So,
Escúchalo en el minuto 30:59
Por que la industria no cambia: el margen esta en la television y la programatica
Canales de adquisiciónLa razon de que la publicidad no se haya movido, a diferencia de Hollywood cuando llegaron los cheques grandes, es que los grupos de agencias no tienen incentivo para cambiar: hay mas margen vendiendo digital programatico y television que en ninguna otra categoria, y de ahi sale la propaganda continua del sector. Las agencias de medios pierden dinero haciendo bien Facebook, pierden dinero haciendo bien la prerroll…
was fine, right? The reason we haven't is that's not what happened. The reason it hasn't happened in our world is cuz the holding companies aren't incentivized to change. There's nothing else to say. That's just real life business. There's more margin in selling programmatic digital and selling television than any other category. Thus, that is the continued propaganda of our industry to the demise of creative work. the media company, forget about it. They're not going to let you have any breathing room cuz all their money's on programmatic and television. They lose money on Facebook. They…
Escúchalo en el minuto 7:21
800 dolares por un tuit frente a 487.000 por un spot que no vio nadie
Medición y experimentosEscrutinamos lo nuevo y aceptamos lo viejo sin mirarlo. Prefiere mil veces que una marca pague 800 dolares a una agencia por escribir el copy de un tuit, cantidad que ya le parece cara, que 487.000 por un anuncio comprado en inventario sobrante que no vio ni un alma. La comparacion no es ni de lejos equilibrada, y sin embargo la discusion siempre cae del lado de justificar lo pequeno.
this. Boy, would I rather all the brands that are running around here this weekend pay an agency $800 for the copy of that tweet versus the 487,000 for a commercial that's bought on remnant inventory commercial time that not one [ __ ] soul saw. So that's the thing, right? Like we scrutinize the new and we accept the old and they're not even close. 800 bucks, which would be expensive. You should pay five bucks, but agencies, right? 800 bucks to say happy birthday, you know, or like Father's Day, yay. Right? Versus spending $500,000 with Wieden+Kennedy and then buying TV time on CBS, [ __ ]…
Escúchalo en el minuto 35:59
Las agencias no cambian porque el margen está en lo viejo
Canales de adquisiciónEl diagnóstico económico de por qué la industria no se mueve: hay más margen vendiendo programática y televisión que cualquier otra categoría, y pierden dinero haciendo Facebook, haciendo pre-roll bien hecho o gestionando influencers. Además, la única ventaja real de un gran grupo es su poder de compra para negociar tarifa con las cadenas: comprometen la inversión por adelantado y después empujan a sus clientes a…
was fine, right? The reason we haven't is that's not what happened. The reason it hasn't happened in our world is cuz the holding companies aren't incentivized to change. There's nothing else to say. That's just real life business. There's more margin in selling programmatic digital and selling television than any other category. Thus, that is the continued propaganda of our industry to the demise of creative work. the media company, forget about it. They're not going to let you have any breathing room cuz all their money's on programmatic and television. They lose money on Facebook. They…
Escúchalo en el minuto 7:21
Canales de adquisiciónSu tesis central: hoy ningun anuncio de television funciona porque nadie ve los anuncios de television. No ha habido un equivalente al just do it en la ultima decada, no hay un spot que haya movido el negocio como lo hacian en los setenta, ochenta y noventa, y mientras tanto las mayores marcas del mundo llevan siete anos cayendo y perdiendo cuota cada dia. La excepcion es la Super Bowl, que para el es el mejor…
I've always cared if it works. There isn't a commercial today that works because nobody's watching television commercials. That's just the truth. And that's a truth we in the creative community have to start accepting because otherwise we're going to have this rub and otherwise we're going to continue to see what we're seeing which is the biggest brands in the world over the last 7 years have declined massively. They're losing market share every day. And we have to start having flourish. I don't know what to say. There is no just do it commercial over the last 10 years. There isn't a…
Escúchalo en el minuto 5:26
Medición y experimentosLa medición de la publicidad impresa se basa en la circulación multiplicada por un factor: al comprar una página en una revista de moda pagas por ocho veces los ejemplares impresos, bajo la teoría de que las revistas viajan y quien la encuentra en el autobús también ve esa página. En la práctica, una fracción mínima de quienes hojean la revista llega a esa página y se detiene en la imagen. Es el ejemplo más claro de…
How are you measuring a radio spot? Do you know how print is measured? It's measured on circulation and a multiple of. When you buy When you make a print ad for Vogue, you were paying for eight times the amount of Vogues that are printed that that page 98 is going to be seen by eight times the amount of magazines because the theory was magazines travel and that when you left Vogue on the bus, the next person picked it up and also saw page 99. Eight of them. Meanwhile, in real life, four of the billion people that possibly read that thing ever get to page 99 and actually look at that picture…
Escúchalo en el minuto 27:31
Canales de adquisiciónLa cifra con la que abre sus reuniones con las grandes marcas de belleza: la marca de cosmética de Kylie Jenner facturó 480 millones de dólares en sus primeros doce meses, partiendo de cero, más de lo que facturan la mayoría de marcas de los grandes grupos del sector. Y matiza la lectura fácil: no es por la cantidad de seguidores que tiene en las redes, sino porque hacen marketing en social.
like, "Do you know how much Kylie Jenner's brand has done direct-to-consumer in the last 12 Does anybody here know how much revenue it's done in the first 12 months? Revenue. How much? billion but I think 300 or 500 million or so. That's exactly right. 480 million dollars in sales. From zero. Because and by the way, it is not because she has so many Snapchat and Instagram followers and her post. It's cuz they're marketing on social. And it's a brand and there is the Kardashian, of course, but these are real numbers now. You know what I mean? L'Oreal and Revlon and and you know, uh Estee…
Escúchalo en el minuto 20:02
Medición y experimentosCuando compras una pagina en una revista pagas por ocho veces la tirada impresa, porque la teoria es que las revistas viajan y que quien la deja en el autobus se la encuentra el siguiente, que tambien vera la pagina 99. En la vida real, de todos los que podrian leerla, apenas unos pocos llegan a esa pagina y de verdad miran esa imagen. Lo mismo pasa con la radio: pregunta como se esta midiendo.
How are you measuring a radio spot? Do you know how print is measured? It's measured on circulation and a multiple of. When you buy When you make a print ad for Vogue, you were paying for eight times the amount of Vogues that are printed that that page 98 is going to be seen by eight times the amount of magazines because the theory was magazines travel and that when you left Vogue on the bus, the next person picked it up and also saw page 99. Eight of them. Meanwhile, in real life, four of the billion people that possibly read that thing ever get to page 99 and actually look at that picture…
Escúchalo en el minuto 27:31
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