VEOeKR95Fak
Source: https://www.youtube.com/watch?v=VEOeKR95Fak
I think that growing a big bass is completely based on value I think the only way you can get really really big is value it took me ten years to get 1.7 1.8 on Twitter and it’s taken me three years to get the 5.2 on Instagram because I’m in my prime and the what I understand right now what value is on that channel watching all my platforms go through different Cadence’s you know you’ve got to bring value I believe value to humans comes in two basic forms entertainment or education for example incident entertainment comes in the form of being very attractive entertainment comes in the form of being funny entertainment comes in a lot of different forms education comes in a lot of forms when I look at everybody who’s been successful in building organic communities they’ve won on education or entertainment then I watched 95 percent creates selfish creative right 95 percent produces creative that’s not bringing entertainment or education to the end consumer it’s content that you made in your self-interest so what he’s referring to is I put out something a couple months ago maybe half a year ago called the dollar eighty strategy my point was everybody was trying to grow on Instagram it’s such a big thing for everybody and I said look there’s you know it’s kind of like getting into shape there’s a right way to do it in a wrong way to do it I said the right way to do it instead of like follow and unfollow people or what LinkedIn is a disaster everybody just spams each other and in the inbox right you guys know and what’s really crazy is watching people that hate getting it but then they do it right like the the lack of like the hypocrisy and like tone deafness so I created something called the dollar eighty strategy which is really what I would do if I didn’t have the size of the audience that I have now and it’s actually what I did do on Twitter in 2007 my point was and by the way anybody who has a physical location you can like you can search on Instagram by interests hashtags right you can search by neighborhood like you can search every photo in Millburn New Jersey so Wine Library does and I said look at the photo and then leave a comment that means something like just a you know for our liquor store like people like mowing the lawn we’re like well it’ll be like great lawn do you want a beer after this like we’ll make a joke or they you know and and do that and I call that leaving your two cents and then I said do that 90 times a day and that’s your dollar eighty strategy the way you can do that on LinkedIn the great thing that’s happened on LinkedIn now is it’s become a content platform as you guys know it’s not just a utility anymore to get a job there’s a ton of content in there search things that matter to your world read the article then leave the best comment in the comment section and use all the attention of that person’s audience by leaving a meaningful thought in the car guys it’s so crazy how very basic my advice is it’s that it’s it’s not easy to implement in the same way that like staying in good shape is not easy it’s easier to not eat well and not work out it’s easier but um that’s how I would do it you know there’s two ways to really attack content produce it or engage with it but most people when they engage with it are like me me me you know like I just you see it all right like people leave a comment like yeah if you agree with them sign up for my nobody gives a [ ] about that it’s like all the guys tonight in Vegas that try to get people to go to their room on the first word it’s not gonna work it is not gonna work you’re not that handsome back to the LinkedIn question if you want a job jumping into people’s content on LinkedIn and actually leaving a thoughtful answer leads to incredible job opportunities if you want to build if you’re an entrepreneur the sooner you can start building leverage for yourself through content or through the brand you’re creating the better but it’s a it’s a it’s a mindset conversation some sort of wrap like debate the one thing I can promise is not going to do anything for anybody here is playing it out in your head and doing nothing that is non-action is the devastating thing which is what led me you know it’s funny I have fought for a big part of my career I don’t want to be a motivation like I just clip then I was on the news some kids listen to my idea of putting out a rap song every day of the year and like when you know she’s a local newscast somewhere Phoenix I think actually and they’re like he saw a video with Nipsey Hussle the rapper and motivational speaker Gary Vaynerchuk and I really was like I don’t want to be a like you know but what happened last three years is as I played the game out of why are you not posting ref you like why are you not posting it stuff I started realizing more and more every day I’m like [ ] this is us this is a mindset game you’re insecure you hate that somebody said you’re ugly or fat or stupid and you’re literally not trying to live the life that would make you happy based on somebody’s anonymous comment or somebody you went to high school with 33 years ago saying you’re stupid like and I and it really kind of got me into like the things of like why am I not that way oh my mom gave me a lot of self-esteem but she didn’t instill delusion there were rama but i still shy away from it but that is the answer so like I said up there I think Facebook ads are the best product in the world right now except you have to make content for the ad target and you need to make the target not vanilla right so like you know if I target 16 let’s use Facebook if I target 31 to 39 year old Toronto Maple Leaf fans who also have 100,000 income levels and I'm trying to sell them furniture I need to take into account that I'm targeting Maple Leaf fans better 31 to 39 I do a lot of us I do a lot of 52 to 59 year old like like small little pocket then reference the college they went to and then reference a good season for that college when they were there those four years we have the data people don't make enough content I promise you if I looked at why it didn't work it was because the targeting was too broad and the creative was one to one to one dimensional there's you know it's funny sometimes when people in a similar situation like this in Chicago a couple months ago somebody who was at the conference saw me at the air they came up that like hey it was just at the conference you were out it's really good and in that time five different people came up to me that asked for a selfie and after the fifth one I looked at him and I said everything I just told you for two hours is just transpired because an 80 year old african-american woman came up to me a 22 year old white girl a 16 year old Latino guy a fifty-foot like all size and shapes five people five totally different demos ages and backgrounds and I said to him I said you just saw it play out I have a very diverse fanbase because I contextualize my content in Instagram different than what I do on YouTube different than what the ads I run on Facebook it's the amount it's the volume of content that is now the battleground and that's where everybody's falling because they're running one piece of content everyone's using television mentality on a digital landscape humility humility is the breakthrough in all this quality content is on the consumer side not on the executive side the end having the humility to produce content at scale and as to your point sometimes Caleb and Dirac and these guys get into their post-production game and they make some rad [ __ ] other times I mean not i took a snap today on the flight out here with no light you can't even see my face like literally like like I might as well just taking a picture of something black you know you know why because I don't think great is based on production quality I think great is based on the audience I'm trying to reach in what way a lot of times rugged and raw is great to that audience other times production is I always tell people I would watch seven hours of Star Wars 10 if it came out in two years and like seven hours I would I'm interested in it I would sit in and be like special effects of it and then there's six-second vines that I used to stop after two seconds quality's not length quality's not production quality is owned by the end consumer the humility for an organization to produce content in all different versions is where things break down because inevitably there's an executive in an ivory tower who's casting judgment with no context on a piece of content that slows down the whole machine I'm extremely bullish on them now much like anything I believe in you can spend a million dollars on influencers and get nothing in return because you gave it to a bunch of people who have fake audiences who tricked you I trade on inefficient marketplaces so the reason I don't like television and print and they have a floor right like you want to buy for me it's eight thousand dollars a full-page Facebook and Google is a marketplace it's unemotional there's no there's Mark Zuckerberg doesn't set a floor if you want to buy 22 to 28 year olds that live in Cincinnati that are into Barry's boot camp and you think that will work for you you can do that you can run that ad and you're competing with other things I might be trying to get him that same person speed for empathy right it's only one feed but if you target carefully and you make awesome content and people react to it Facebook guys this is why people are just very unjust I made that little razz about Cambridge analytical Facebook's entire business that includes Instagram is to keep you on the platform their entire business is based on you staying which means you'll see less ads that suck because as soon as somebody runs an ad that should hit you know one of you but people that look like you saw it the first thousand and they didn't respond to it you won't see it that's not what the newspaper radio and television does they just take your [ __ ] money so I I think the most inefficient marketplace at scale that matters to business today is influencer marketing humans don't know how to price themselves the problem is Amanda goes both ways so my big thing is almost everybody is an influencer now use that as your advantage I would spend more time trying to identify more and then giving them all the opportunity to earn it and prove it versus but most influence is our smart well that's not true a lot of influencers are smart and they'll say well [ __ ] you man I'm not paying you for every referral like I'm not gonna post this if I'm only getting a referral your job is to say I'm only gonna give you money if I convert their job is to say go [ __ ] yourself I'm a brand the second ice posted you're extracting value for me and in that dance is everything tomorrow you need to hire two low-cost individuals 12 to 15 bucks an hour whatever Jersey is doing these days and wrote the number one place I would create like content is Instagram because the sheer attention to the pet culture on Instagram is uncomfortable so I would I'll explain obviously I think that you should go so kid they used to work with me really smart kid who came to me I hired the kid as somebody to make my Instagram strategies better his name's dunk at dunk he's working with Dennis Rodman right now Dennis Rodman right now on Instagram is leaving hundreds of comments on people's posts of their famous basketball players but he's not saying anything the comment is a blank comment and it's catching all this attention I think you should take a nuance of that I literally think that your account your company's account should leave hundreds of comments a day on the most trending pet places and you should just comment about the content I think you should build awareness within the community and then again then the young lady in the purple that I just gave her an answer I think you need to run LinkedIn ads you I like the way you communicated to me you came with the business proposition I think that you can run content that says like I one of my favorite reasons to come here guys is because I think franchisees aren't purebred entrepreneurs I think they have entrepreneurial tendencies right so I think that's a super interesting insight that I think content can really help you like you could literally run articles that say six reasons why canine what is it what six reasons why canine resorts are perfect for entrepreneurs with training wheels you write that article you tell them that the 311 like like and then you write the same article for thinking about entrepreneurship as an executive but aren't ready to jump here's a couple of ideas and then you run them against people in Westfield with 200,000 income level right what’s the product well I think you need to protect both of your channels right I think how many states are you in with retail with franchises so I think you quarantine those and this is what I would do in the short term I would continue to grow with that model there right and run ads and build a brand there and acquire franchisees and and help that like build up the brand and then the other 30 or so states I would run a direct-to-consumer model that’s the beauty of it right I mean I don’t think I don’t think brick-and-mortar dies I think it just has to be massively more efficient and has to be flexible and prepared right so I think if if I had your model you have two very different businesses and I wouldn’t bleed anymore states I think state is an easy way to control like if you’re you know franchisees maybe like what the [ ] you’re competing with me I think you can quarantine by states that you’ve been committed to with franchisees and go harder into that because I don’t think it goes away in the next two decades and by then you could figure out other [ ] and then in the other places you can run the direct-to-consumer model and if God willing the director consumer model blows it out of the [ ] park and you’re like [ ] this we need to do this nationally you can buy out your if it’s doing so great you’ll have leverage of the economics to do whatever you have to do with the franchisees that makes sense that’s a little bit of a problem like [Music] that’s right if you’re building a direct-to-consumer product the problem is you’re now directly competing with your franchisees Ukraine channel conflict here’s what I would say I I would say this we need to do a lot less lumping people into age we need to lump them into the way they act there’s plenty of 52 year-olds that just care about price they go to Walmart every day like price experience like it’s a sitz there’s so many nuances to it so what I will say this is even if you’re 97 time is always interesting so this is not just Millennials this is people that understand that if they can save 17 minutes that that’s valuable [Applause]