Hi guys this is Gary Vaynerchuck and thanks for watching another Garyvaynerchuck.com video I appreciate it. I get a little bit emotional today. I was in a meeting a little bit of branding marketing meeting.
Meeting with more and more brands, doing a lot of more consulting, doing a lot of that stuff become a little bit a part of my world. I’m a little frustrated so I figured it’s like you want, you know what let me make these videos. I can send it to the people I meet before so I have to repeat the same old bull crap over and over. This got a little bit businessy so if you’re in the media buyer for brands, this one is really for you. But for anybody that’s curious or maybe you can use it on your pictures or if you try to tell people what’s going on and again just my opinion and who knows what the heck that means. But I love sharing and I love interacting and I appreciate you guys watching.
Value of costumers, I hear so much—listen, I know TV is growing, I can talk about television, newspaper, radio is all dead and long term yap. And but like listen radio and newspaper, magazine are like—I’m just trying to do like the funeral song but they’re clearly in all sorts of trouble and even television at some level. With things like boxing and Hulu and Apple TV and whatever is the one that figures that all of that anybody thinks that I’m walking into their home in 36 months that are not controlling their television with some sort of device, whether their watching content from the web or from a mobile play or from television or from something recorded or for paying something completely out of their mind, completely.
So anyway that being said brands that are living in 2009 with this tougher economy that have to spend money. If you’re not reallocating your money towards social media, you’re making a mistake and here’s why I think. And whatever that social media means, the value of the costumer. I hope people understand, it’s actually—you know what? I know you don’t so I’m going to explain it. I’ve realized a lot of people don’t. The value of a costumer is imperative, I mean you look in brands like Coca Cola, you know Coca Cola is like top 3%—I don’t what the numbers are so I don’t want to spew it. But I know that Coke’s top users, a small percentage, close to 5%, represent like 20% of their business. I know why Wine Library is a retailer, are top 6% of our costumers represent 18% of our business.
Users are not all the same so when you say television has all—I get it Gary. But the internet or Facebook or Twitter or whatever these platforms are, they don’t have so many users, television we can get a million viewers and that’s why we pay so much, you’re and idiot. Guys, every viewer that watches television it has no value in comparison to somebody that leverage social media or uses it heavily or works on the web let’s go to the internet, Jesus! You know Sally Arkansas that’s eating Doritos and watching a commercial, sees your commercial, likes it and may want to buy your product, they get into it. Sally Arkansas who sees your brand on a website can hit Facebook share, can copy the URL can stumble it, can dig it, can bitly short URL it, can pass it on. The word of mouth factor of somebody that is a user in the social media sphere is 40, 60 a hundred times more valuable because that is not a viewer, a user, a consumer that is crusader, a word of mouth sprayer get it? Where you going to be on?
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