The Ultimate Social Media Marketing Strategy

Summary

Ce script de présentation met l'accent sur l'importance de la construction de la marque et de l'attention en marketing. Il souligne que les entreprises ne devraient pas se concentrer uniquement sur la vente immédiate, mais plutôt sur la création d'une forte présence de marque qui attire l'attention des clients. Le speaker partage des conseils pratiques sur la façon de se concentrer sur l'attention, de choisir les bonnes plateformes de médias sociaux et d'être compte rendu envers soi-même et son équipe. Il encourage les participants à exploiter pleinement les opportunités offertes par les médias sociaux et à ne pas se laisser décourager par les critiques ou les changements de plateforme.

Takeaways

• 🎯 L'attention est la clé pour bâtir une marque. Apple et Nike ne vendent pas la plupart de leurs produits via Google AdWords ou l'marketing affilié, mais en ayant construit une forte marque.
• 🚀 Il est crucial de se concentrer sur l'attention et la responsabilité. Les deux domaines clés qui apportent la plus grande valeur sont l'attention (où se trouve le public) et la responsabilité (envers soi-même et l'équipe).
• 🌟 La construction de la marque est l'ultime forme de vente. Elle surpasse les affiliations, les portails et les annonces Google qui ne sont pas aussi puissants que le fait de bâtir une marque réputée.
• 📈 La compréhension de l'emplacement de l'attention du public est essentielle pour la croissance de votre entreprise. Si l'attention de vos clients se trouve sur une plateforme que vous n'aimez pas, ignorer cette plateforme signifie perdre des clients.
• 🛠️ L'importance de la production de contenu doit être augmentée pour tirer parti de la grande opportunité offerte gratuitement par les réseaux sociaux. La plupart des gens ne produisent pas assez de contenu sur suffisamment de plateformes.
• 📊 Les changements technologiques et les tendances de consommation d'attention sont en constante évolution. Il est important d'être conscient de ces changements pour rester compétitif.
• 🤝 La responsabilité envers les employés est cruciale pour la croissance de l'entreprise. Les employés qui restent longtemps dans une entreprise ont une connaissance institutionnelle précieuse qui peut aider à l'efficacité et à la croissance de l'entreprise.
• 🌐 Les réseaux sociaux sont un outil puissant pour la marketing et la vente. Les entreprises doivent prendre au sérieux la création de contenu sur ces plateformes et investir dans leur développement.
• 💡 L'autoconnaissance est importante pour déterminer si vous devez vous concentrer sur la création de vidéos ou si d'autres formes de contenu sont plus appropriées pour votre entreprise.
• 🔑 La compréhension et l'adaptation aux nouvelles tendances et plateformes sont essentielles pour réussir à long terme. Ne laissez pas la peur ou l'inconnaissance limiter vos possibilités.
• 🌟 La période actuelle est la meilleure pour le marketing et les affaires, offrant des opportunités sans précédent. Il est important de saisir ces opportunités et d'investir dans la construction de marque et la production de contenu de qualité.

Q & A

Quel est le point central de ce discours sur la marque et la vente?

Le point central du discours est que la construction d'une marque est la forme finale de la vente. Lorsque les gens s'intéressent par vous ou votre entreprise, c'est la forme ultime de la vente et il n'y a pas de stratégie de vente plus puissante que de construire une marque solidement ancrée.

Pourquoi l'orateur souligne-t-il l'importance de suivre l'attention du marché?

L'orateur souligne l'importance de suivre l'attention du marché car cela permet aux entreprises de se concentrer sur les canaux où se trouve l'attention de leurs clients. Il est essentiel de se concentrer sur les plateformes où se trouve l'attention, même si cela signifie évoluer et utiliser de nouvelles plateformes ou stratégies de marketing.

Quels sont les avantages de la construction d'une marque selon l'orateur?

Les avantages de la construction d'une marque sont nombreux. D'abord, elle permet aux entreprises de se démarquer de la concurrence et de créer une relation émotionnelle avec leurs clients. De plus, une marque bien construite peut réduire la dépendance aux campagnes de ventes et aux stratégies de marketing de bas niveau. Enfin, une forte marque peut attirer l'attention et les clients de manière organique, sans avoir à dépenser autant de ressources pour la publicité et les campagnes de vente.

Quelle est la relation entre la marque et la vente selon le discours?

La relation entre la marque et la vente est étroite. Même si la vente est important pour la croissance des entreprises, la construction d'une marque est considérée comme la forme ultime de la vente. Lorsqu'une entreprise a réussi à construire une forte marque, elle n'a pas besoin de forcer les ventes, car les clients viennent à eux. La marque elle-même devient un puissant outil de vente.

Quels sont les changements imminents mentionnés par l'orateur qui pourraient affecter l'attention du marché?

L'orateur mentionne l'arrivée de l'intelligence artificielle et les chatbots comme les prochaines grandes choses qui pourraient affecter l'attention du marché. Il prédit que ces technologies pourraient déplacer l'attention des moteurs de recherche traditionls et des plateformes de médias sociaux, ce qui pourrait avoir un impact sur la manière dont les entreprises atteignent et engagent leur public cible.

Comment l'orateur souligne-t-il l'importance de la responsabilité et de la tenue de promesse envers soi-même et son équipe?

L'orateur souligne l'importance de la responsabilité et de la tenue de promesse envers soi-même et son équipe en insistant sur le fait que les entrepreneurs doivent être conscients de leurs objectifs et leurs actions. Il les encourage à ne pas se contenter des résultats obtenus jusqu'à présent et à continuer à se développer et à évoluer pour rester compétitifs et réussir à long terme.

Quels conseils l'orateur donne-il aux personnes qui utilisent les réseaux sociaux pour promouvoir leur entreprise?

L'orateur conseille aux personnes qui utilisent les réseaux sociaux de se concentrer sur la création de contenu de qualité et de volume suffisant pour attirer l'attention. Il suggère également de ne pas se limiter à une ou deux plateformes, mais de se disperser et d'utiliser plusieurs canaux pour atteindre un public plus large et diversifié.

Quel est l'impact de la plateforme TikTok sur la dynamique de l'attention du marché, selon le discours?

Selon le discours, TikTok a eu un impact significatif sur la dynamique de l'attention du marché en attirant une grande quantité d'heures d'engagement des utilisateurs. Cela a provoqué une redistribution de l'attention des autres plateformes comme Instagram, ce qui a affecté la portée organique et la visibilité des publications sur ces plateformes.

Quelle est la leçon principale que l'orateur souhaite transmettre aux entrepreneurs et aux personnes présentes à la conférence?

La leçon principale que l'orateur souhaite transmettre est l'importance de la prise de conscience de ses actions et de son potentiel, ainsi que de la nécessité d'être prêt à évoluer et à s'adapter aux changements du marché. Il encourage les entrepreneurs à se concentrer sur la construction d'une marque solide et à ne pas se complaire dans les succès passés ou les stratégies de marketing actuelles qui pourraient devenir obsolètes.

Quels sont les avantages de la création de contenu pour les entreprises selon le discours?

La création de contenu offre aux entreprises la possibilité de se faire connaître et de se promouvoir sans avoir à dépenser de l'argent pour la publicité. Elle permet également de générer des insights et un engagement avec les clients, ce qui peut aider à améliorer les stratégies de marketing et les offres de produits.

Quelle est la recommandation de l'orateur pour les personnes qui ne sont pas à l'aise avec l'apparence en direct ou la création de vidéos?

L'orateur recommande aux personnes qui ne sont pas à l'aise avec l'apparence en direct ou la création de vidéos de se concentrer sur d'autres formats de contenu, tels que le texte écrit ou les images, qui peuvent être tout aussi efficaces pour communiquer leur message et promouvoir leur entreprise.

Comment l'orateur encourage-t-il les gens à surmonter leur peur des opinions des autres sur les réseaux sociaux?

L'orateur encourage les gens à développer de l'empathie et de la compassion pour ceux qui laissent des commentaires négatifs, en se rappelant que ces personnes sont probablement dans une situation difficile dans leur vie. Il suggère de ne pas se laisser affecter par les critiques et de se concentrer sur la création de contenu de qualité et de valeur pour leur audience.

Outlines

00:00

📈 L'importance de la marque au-delà des ventes directes

Dans ce paragraphe, l'orateur souligne l'importance cruciale de construire une marque forte plutôt que de se concentrer exclusivement sur les ventes directes à travers des moyens comme Google AdWords ou le marketing d'affiliation. Il utilise l'exemple d'Apple et de Nike pour illustrer comment ces entreprises ont réussi principalement grâce à leur marque et non par la publicité directe. La construction de la marque est présentée comme la forme ultime de vente, car elle attire les clients naturellement vers l'entreprise.

05:00

🔍 Se concentrer sur l'attention et la responsabilité

L'orateur développe l'idée que pour apporter le plus de valeur à son audience, il est essentiel de se concentrer sur deux aspects principaux : l'attention et la responsabilité. Il insiste sur l'importance de comprendre où se trouve l'attention du public cible et d'être entièrement responsable de ses propres actions et de celles de son équipe. L'accent est mis sur l'importance de s'adapter et d'évoluer vers les plateformes et les méthodes qui captent l'attention du public, en mettant de côté les préférences personnelles au profit de l'efficacité dans la communication avec le public cible.

10:01

🌍 Adapter sa stratégie au changement d'attention

Dans ce passage, l'orateur explique comment l'évolution constante des plateformes de médias sociaux et la manière dont les gens y consomment du contenu exigent une adaptation flexible de la stratégie de contenu. Il partage son expérience personnelle de l'évolution de sa carrière à travers différentes plateformes, soulignant l'importance d'être là où se trouve l'attention du public. Il mentionne également l'importance d'apprendre de nouvelles formes de communication, comme les vidéos courtes, en prenant l'exemple de Vine et comment il a préparé le terrain pour d'autres plateformes comme TikTok.

15:04

🎯 La gratuité révolutionnaire des réseaux sociaux pour le branding

L'orateur discute du potentiel révolutionnaire des réseaux sociaux comme moyen gratuit de construire une marque. Contrairement au passé, où la publicité coûtait cher, les réseaux sociaux offrent une plateforme pour atteindre un large public sans coût direct, soulignant l'énorme avantage que cela représente. Il encourage vivement son public à produire davantage de contenu pour exploiter cette opportunité d'attention gratuite et critique l'insuffisance actuelle de la production de contenu face à cette possibilité.

20:06

⏩ L'impact de l'IA et des changements de plateforme sur la stratégie de marketing

L'orateur met en lumière la rapidité avec laquelle l'attention du public peut se déplacer d'une plateforme à une autre, en particulier avec l'émergence de l'intelligence artificielle et des alternatives aux moteurs de recherche traditionnels comme Google. Il partage ses préoccupations sur la complaisance des entreprises qui se reposent sur des stratégies uniques ou obsolètes. L'orateur insiste sur l'importance de rester agile et attentif aux nouvelles tendances et plateformes pour maintenir et augmenter la portée et l'efficacité de ses efforts de marketing.

25:06

🔄 L'importance de l'évolution et de l'adaptabilité dans le marketing digital

Cet extrait souligne l'urgence pour les marques de rester adaptatives et ouvertes à l'évolution des plateformes de médias sociaux pour maintenir leur pertinence. L'orateur met en évidence la nécessité de comprendre et d'exploiter le changement constant dans les modes de consommation de contenu pour assurer le succès à long terme. Il appelle à une réflexion sur l'utilisation stratégique des réseaux sociaux, non seulement pour la promotion mais aussi comme un outil pour recueillir des insights précieux à travers l'engagement du public.

30:07

🤝 Construire des relations positives au travail pour renforcer la marque

L'orateur discute de l'importance de bâtir une culture d'entreprise positive pour la croissance à long terme de la marque. Il explique que comprendre et répondre aux besoins et désirs variés des employés peut non seulement améliorer le moral et la rétention du personnel mais aussi accélérer la prise de décision et l'innovation. La responsabilité envers les employés, vue comme un investissement dans la marque de l'entreprise, est présentée comme essentielle à la réussite.

35:09

🎩 L'importance de l'authenticité et de la connaissance de soi dans le marketing digital

Ce paragraphe traite de la nécessité pour les individus et les marques de se connaître et de comprendre leurs forces lorsqu'ils communiquent sur les réseaux sociaux. L'orateur encourage son audience à être authentique et à utiliser les plateformes de manière qui reflète leurs vraies capacités et passions, plutôt que de se forcer à suivre des tendances qui ne leur correspondent pas. Il met en garde contre la peur du jugement en ligne, rappelant que l'opinion négative d'autrui ne devrait pas entraver l'expression de soi ou les efforts de marketing.

40:10

🚀 Saisir les opportunités inédites offertes par le numérique

L'orateur conclut en motivant son audience à profiter pleinement des opportunités sans précédent offertes par les plateformes numériques pour le développement personnel et professionnel. Il souligne que la peur ou le refus de s'adapter aux changements du paysage numérique peuvent entraver la croissance et le succès. Encourageant l'audience à adopter une perspective plus ouverte et proactive, il rappelle que les outils pour atteindre le succès sont déjà à leur disposition, insistant sur l'importance de l'action et de l'engagement personnel pour réaliser leurs ambitions.

Keywords

💡Brand building

Le concept de construction de marque fait référence au processus de création et de renforcement de la notoriété et de la réputation d'une entreprise ou d'un produit. Dans le script, l'orateur souligne l'importance de construire une marque plutôt que de se concentrer uniquement sur la vente, car cela permet d'attirer l'attention et la fidélisation des clients. Apple et Nike sont citées comme exemples de marques qui ont réussi à bâtir une forte présence de marché sans avoir à recourir à des méthodes de vente agressives.

💡Attention

L'attention fait référence à la capacité d'une entreprise ou d'un créateur de contenu à captiver l'intérêt et le temps des consommateurs. Dans le script, l'orateur insiste sur l'importance de suivre l'attention pour comprendre où se trouvent les clients et comment ils interagissent avec les différentes plateformes de médias sociaux et de commerce en ligne.

💡Accountability

La responsabilité implique la nécessité pour les individus ou les entreprises de prendre en charge de leurs actions et de leurs résultats. Dans le contexte du script, l'orateur encourage les participants à être responsables envers leur stratégie de marque et de s'assurer que leurs actions correspondent à leurs paroles.

💡Google AdWords

Google AdWords est un service publicitaire en ligne où les entreprises peuvent créer des annonces pour leur site web, leurs produits ou services, qui apparaissent dans les résultats de recherche Google. C'est une méthode de marketing payant qui permet aux entreprises de cibler spécifiquement leur audience.

💡Social media platforms

Les plateformes de médias sociaux sont des sites internet où les utilisateurs peuvent créer, partager, ou discuter des contenus et interagir avec d'autres utilisateurs. Elles offrent une occasion unique de construire une marque et d'interagir avec la clientèle.

💡Content creation

La création de contenu fait référence au processus de production de matériel médiatique, tel que des vidéos, des articles, des images, des podcasts, etc., qui peut être partagé sur les plateformes de médias sociaux et d'autres canaux pour attirer et engager une audience.

💡Conversion

La conversion fait référence au processus par lequel un prospect, un client ou un utilisateur potentiel effectue une action spécifique, telle que l'achat d'un produit, l'inscription à une newsletter ou le téléchargement d'une application.

💡Influencer marketing

Le marketing d'influenceurs est une stratégie de marketing qui implique la collaboration avec des personnes ayant une influence sur les médias sociaux pour promouvoir un produit ou un service.

💡Self-awareness

La conscience de soi fait référence à la capacité d'une personne à comprendre et à évaluer ses propres forces, faiblesses, émotions, motivations et comportements. Dans le contexte du script, l'orateur encourage les participants à être conscients de leurs compétences et de leurs préférences en matière de création de contenu.

💡Mental perspective

La perspective mentale est la manière dont une personne perçoit et interprète les situations, les défis et les opportunités. Elle influence considérablement la façon dont les individus abordent les tâches, prennent des décisions et réagissent aux obstacles.

💡Opportunity cost

Le coût d'opportunité fait référence à la perte potentielle de bénéfices qui résulte de la décision de ne pas investir dans une option donnée, laissant passer une opportunité plus rentable ou bénéfique.

Highlights

Building a brand is more powerful than any form of selling, as it creates customer loyalty and recognition.

Apple and Nike have successfully built their brands without relying heavily on Google AdWords or affiliate marketing.

The importance of focusing on attention and accountability in business growth and brand building.

The necessity to adapt and evolve with different platforms to reach customers where their attention lies.

Content creation is key to capturing attention, and not enough businesses are producing enough content across platforms.

The shift in attention from traditional search engines to AI-based search tools poses a potential threat to businesses relying on Google AdWords.

The power of social media platforms for business growth, which are often underutilized by businesses.

The importance of understanding and leveraging the free distribution opportunities provided by social media.

The impact of having a long-term, committed workforce on business growth and efficiency.

Influencer marketing can be highly effective, but it requires strategic selection and collaboration with influencers.

The need for self-awareness in content creation and choosing the right medium that suits one's strengths.

The significance of detailed and thoughtful captions on social media posts to add value and drive engagement.

The opportunity for businesses to build their dreams alongside regular jobs due to the accessibility of the internet.

The call to action for business professionals to become more accountable and take advantage of the opportunities presented by social media platforms.

The potential decline in organic reach on platforms like Instagram due to an increase in content production and changes in user attention.

Transcripts

apple does not sell Nike does not sell

most of their product through Google

AdWords or affiliate marketing they sell

most of their products because they

built brand a lot of people here are

incredibly focused on selling so they

like Google AdWords because it converts

better lower funnel conversion based

marketing right the reality is that's

great selling's important that's how a

business Grooms but when you are

building brand when people care about

you or your business that is the

ultimate form of selling there is no

affiliate there's no portal there's no

Google ads that are more powerful than

building a brand Brazil what's good

[Applause]

you know I gave a lot of thought on the

long flight from New York to the show on

what did I want to talk about what what

would bring the most value to the

audience here with the makeup of what I

knew about who's here and obviously a

lot of people are here on different

parts of their journey in building their

brand their business their happiness and

what really came to mind for me as I

started to go through it in my head was

there was two places and that is really

attention and accountability that the

two places that I could talk about today

that would bring the most value was to

focus on those two things the concept of

where is the attention of all the places

that everyone here wants to reach and

then how accountable

is everyone here to themselves and even

more importantly to the team or the

people that they're building with so

that's where I'm going to go on this the

reason I like to focus on attention so

much is when I think about my career

actually this is a good question how

many people here are familiar with me

and my content raise your hand

thank you

now I'm going to ask who's not familiar

don't worry you will not hurt my

feelings I just want to get a sense

because I want to know where I want to

go how many people here are not familiar

with me and don't know my content raise

your hands

okay that hurts I paid attention I don't

like you I just

first of all I'm extremely humbled by

how many are for the ones that aren't

but even for the ones that are I'm going

to start here because it really is going

to matter for where I think all of you

are going over the next 10 years even

when I was six years old and wanted to

sell lemonade

when I was a child in New Jersey the

thing that I spent most of my time on

was not making the lemonade though it

had to be good enough to drink

not standing behind the desk

or the table that I had for my lemonade

I spent most of my time walking up and

down the streets of New Jersey and

trying to watch Cars drive by

and try to figure out which tree or what

street sign to put my lemonade stand

sign on that gave me a better chance to

sell lemonade I didn't understand what I

was doing at six years old when I was 11

years old I sold trading cards and

collectible stickers at shows

I spent so much time thinking about how

I would build out my table and where I

would put what cards and what stickers

and I would walk the whole show and pay

attention to how people set up their

tables

what I was doing at that age and then

when I turned 14 and 15 and started

working for my dad's liquor store

I would watch customers walk through the

front door of the liquor store and I

would pay attention to how they would

walk where they would go what displays

they looked at what shelves they looked

at and what I was doing my whole life

and what I do for a living now and what

every single person at this conference

whether you work for a big brand or

you're an entrepreneur whether you've

been doing it for five years or today is

the first day you're going on this

journey what I was doing then and what

everyone needs to be doing now is

following the attention

too many people here get comfortable

with one or two platforms to make

content

or one or two ways of how they sell

product and they become in love with it

and they become complacent and they stop

evolving to where the attention is my

career as a content creator started on

YouTube in 2006

but it was Twitter in 2007 and it was

Instagram in 2011 and it was all these

other platforms along the way snap and

Tick Tock and Linkedin and YouTube

shorts and Facebook and even ones that

didn't last forever how many people here

by show of hands remember Vine the app

remember that

that didn't last forever

but in the two years that it was

dominating or the year and a half a lot

of attention was grown from that

platform more importantly

a lot of people learned by doing Vine

how to make short videos which is now

one of the most important ways to

communicate in our society

the biggest thing that I'm trying to

leave this conference with is getting

everyone here dramatically more

accountable

to focus on attention not where you want

to make content but where your customer

is

you may not like Tick Tock or YouTube or

Facebook or Instagram or Twitter but if

your customer's attention is there

you not liking it is only achieving one

thing you losing out on more customers

this is an incredibly important

framework and it's a very big issue in

today's world because most people are

not producing enough content to enough

places a lot of people here

are incredibly focused on selling so

they like Google AdWords because it

converts better lower funnel conversion

based marketing right the reality is

that's great selling's important that's

how a business grooms but when you were

building brand

when people care about you or your

business that is the ultimate form of

selling there is no affiliate there's no

portal there's no no Google ads that are

more powerful than building a brand

apple does not sell Nike does not sell

most of their product

through Google AdWords or affiliate

marketing

they sell most of their products because

they've built brand the number one goal

from every single person here and every

business here is to build a brand

when you build brand you don't have to

sell it comes to you

how do you build brand is what I'm

passionate about and where do you build

brand is what I'm passionate about and

that's why I start this talk and I'm

focused on attention and accountability

most people in this room have not been

accountable

to executing against your big words I've

been flying the last day and yesterday

this conference went on and today when I

land and I searched Twitter X and all

the other platforms and I see a lot of

people here commenting about what

they're doing at this conference and

what they're up to and of course I have

to hit the translation because it's in

Portuguese and I want to know what you

said

and when I read it a lot of people here

are talking big game

a lot of you are talking about building

huge companies and you're going to be

massive and you're going to build big

stuff and then when I click on that

account and try to find what they're

doing on the internet they're producing

very little content

we must be accountable that if we're

talking big game that our actions have

to match our mouth

thank you

thank you

what do I mean by that I mean

I'm 47. I started marketing when I was

15. really actively for my father's

business that means I've been marketing

for over 30 years 30 years ago how many

people here are under 35 years old raise

your hands

first of all let's clap it up for all

these young [ __ ]

so kids that are under 35 let me tell

you a story

when I was a young man marketing for my

dad's liquor store and wine store if you

wanted to get people to know about you

you had to pay

you had to pay

I had to pay a newspaper to put an

advertising in the newspaper I had to

pay

a cable company to run my TV commercial

I had to pay

for a billboard to show my sign I had to

pay

the marketing Direct Mail company to

make a flyer and send it into your

mailbox so you would see it I had to pay

today

the attention of the world

lives

in here

the things that dominate here is gaming

and entertainment and social networks

people here complain that they're not

getting a lot of views on their videos

on Instagram or Tick Tock or these

platforms but they have forgotten that

it's free

[Music]

let me say this nice and slow today

if you were to advertise on social

networks the cost of showing up

not making it but showing up

is free

this is crazy Google which I used a lot

Google AdWords how many people here do

Google AdWords pretty aggressively from

your business

a little higher I just want to get a

sense

a lot of you

Google charges you money when somebody

clicks

not everybody converts you try to figure

out if the amount you pay do enough

people convert that it's worth your

money but it still costs you money

The Social Network Revolution is insane

it is free

to build brand

most people in this room most people in

Brazil most people in South America most

people in the world

do not produce enough content for how

big the opportunity is for free

attention

that is the biggest elephant in this

room today

it is a wow

it's a wow because it's [ __ ] free

and yet people will complain and say oh

Instagram Shadow Banned Me Nobody Shadow

band meet you you just suck at social

media

and so I come here on this long flight

to pound here for the next 45 minutes

attention

attention will get you everything you

want you want to sell a course attention

you want to sell a t-shirt attention you

want to be the mayor of this town

attention you want to raise some money

for your non-profit because you're

passionate about it attention you want

to be an actor attention attention it is

the only asset that everyone in here

must Chase to produce what they want

being unemotional about where the

attention is is very important

too many of you have demonized platforms

out of

your subjective opinion

a bad experience

and we must get over that hump once you

get over the hump once you sit in this

room and understand that everything you

want to happen is about building brand

and sales in social networks

then you start having to get good at it

right it's like health and fitness I can

tell you the way to get healthier is to

eat better and go to the gym and once

you understand that that there's no

magic pill then you can do it the

problem is there's a good way to work

out and there's a bad way there's a good

way to eat clean and healthy and there's

an okay way where you get tricked if

it's really healthy or not

the thing I spend all my time on today

in my career

even though I've been in this for a long

time on the flight here with Dustin with

raghav all I was talking about was the

strategies on the creative that we're

posting in Social is the thumbnail good

how many people here are familiar with

Mr Beast the YouTuber raise your hands

Mr Beast reportedly spends a hundred

fifty thousand dollars per thumbnail on

his YouTube videos

let me say that nice and slow one more

time for everybody

Mr Beast spends a hundred fifty thousand

dollars in testing and production for

every thumbnail of the videos he puts up

on YouTube now obviously he makes an

incredible amount of money from his

YouTube videos but understand the it's

not about how much I need everybody here

to understand the commitment

most people hear when they post on

social media post because they're

following a trend that they think will

do well or some [ __ ] they want to say

but they give no thought and this is the

most important line maybe of the entire

talk so I want everyone to pay attention

they give no thought to the science

of the art

no thought of the math around the art to

build the brand I know there's a lot of

people here who do conversion and lower

funnel and affiliate and Google AdWords

I I love that world I lived in it in the

you know late 90s early 2000s I just

want that audience which is a big part

of this percentage to hear why I'm

focusing so heavily on social it's

because of attention one more time how

many people here are very aggressively

doing Google AdWords and before you

raise your hand Google AdWords is a big

part of your revenue for your business

please raise your hand raise it

so for the appreciate it for the 100

people that just raised their hand

their Reliance on Google AdWords is

something they have to think about every

day because I don't think I have to tell

anyone here what's happening more and

more people are using Ai and chat CBT to

do search than Google if the attention

goes away from Google to search

well you're not going to be able to

convert as easily if you're getting your

business from referrals and Affiliates

let me promise you they're getting their

traffic from Google if AI wins the next

three to five years and most of us are

going to chat GPT or something like it

instead of Google it's just what Google

did to the Yellow Pages and all the

directories of before all the money used

to be made by people that would open the

Yellow Pages or the directories and they

would call a business that went to

Google that went out of business Google

is not the end state

Google is not the last way it's going to

be we are all sitting here today and all

very aware how many people here have

played with an AI bot have used or tried

chat GPT raise your hand

actually stand up if you've used an AI

bot like stand up I want everybody to

visualize this is very important if

you've used chat GPT or something like

it to search something or get

information please stand up and don't be

lazy this is very important to everybody

I don't care how tired you are get the

[ __ ] up if you've used chat CPT

I love you back now listen

before you sit down because some of you

are lazy look around

look around

look around this is just starting

this is just starting you can sit

thank you for doing that for me because

here's what's important

do you know what I am scared about every

day when I love people in business

that they become too high on their own

Supply

meaning they become complacent to what's

working today without realizing that the

thing that's making their living and

their business is in danger

even if you lose 30 percent of the

attention on search to chat GPT or

something like it that is going to raise

your cost of clicks and acquisition

dramatically enough to maybe not make it

viable to what you sell it doesn't have

to go to zero for it to be a problem for

you as a matter of fact as people start

changing their behavior and 20 or 30

percent less go to Google to look as

that number goes down the people you're

competing with to be the first result in

a Google ad are going to start paying

more because they're going to start

getting nervous and it's going to drive

your cost up to compete this is very

important I see a lot of smart people

shaking their heads right now listen to

me my friends

six years how many people here have been

following my content for more than five

years raise your hand

for the people that just raised their

hand you all remember five years ago

when I was yelling tick tock tick tock

tick tock tick tock tick tock tick tock

and all of you thought it was little

girls dancing

I thought it's where the world's

attention was about to go many of you

who just raised their hands did not take

advantage of going hard on Tick Tock

when I told you

and you left money on the table it

doesn't mean that your business isn't

good it doesn't mean that things aren't

fine it just means that you could have

been twice as big

you know when people are like Gary you

keep talking about doing this and that

but my business is doing six million I'm

like what's wrong with 12 million

and more importantly when you're

complacent and you become lazy and you

become one-dimensional on one or two

things that work almost always six

million becomes 3 not 12. my friends I

come to Brazil today in the late summer

of 2023 to tell you a very distinct

message I've been following attention on

the internet for 20 years religiously

we are in a moment right now where

there's more change coming in the next

24 months than I've seen in a long time

since really 2005-6-7 when Myspace and

Facebook and Twitter and I was like okay

this is different this is not blogging

this is different this is not dig and

Reddit this is different and obviously

social networks took us to adultly

different place we sit here today with

AI looming you just saw how many people

stood up we sit here today

with the platforms becoming more

complicated and the content requiring

you to be better at it how many people

here feel like they're fairly active and

are serious about doing business on

Instagram raise your hands I just want

to say raise your hands high

for all the people that just raised

their hands do we not all agree and you

can just head nod do we not all agree

that over the last 12 months six months

that the organic reach on Instagram has

down down quite a bit right I see it

right it's gone down because all that is

happening is supply and demand very

simple Concept in business supply and

demand

yesterday more content was produced on

Instagram than any other day in the

history of life

however in the last four years an

enormous amount of the attention has

gone to tick tock

so if more content was made yesterday

than ever before

but in the last three to four years an

extraordinary amount of attention hours

has gone to tick tock and YouTube shorts

and other places what do you think is

going to happen with your organic reach

more ads have been spent on Instagram

yesterday than ever before what do you

think is going to happen to your organic

reach

this is all supply and demand of

attention

but like I started this talk this is

also time for all of you to become

accountable

today's Champion is tomorrow's loser

there are a lot of people sitting here

feeling good about themselves based on

2015 marketing Behavior

and they don't realize that the shift is

coming and the two or three things that

they do well

are starting to change right in front of

their eyes and instead of being

accountable and putting in more work to

learn they're putting their head in the

sand and saying [ __ ] AI I don't care

about Tick Tock I don't need this I've

got this figured out

good news for me I respect that you have

to live your life if you decide to lose

20 to 50 percent of your business's

revenue or your growth that's on you

you're not my brother

you're not my mother

I actually don't give a [ __ ] if you

listen to any of my advice

on the flip side

the last 20 years of my career has been

very very very enjoyable

I know that in two years I will be on a

flight to Dubai I'll catch up on all my

work and five of you in this audience

will email me and say I was at your talk

in August of 23 in Brazil and I was

strictly doing affiliate lower funnel

and you convinced me to get serious

about building brand and social and

focusing on what's going on in Ai and I

just want to thank you because you were

right I was slowly declining a little

bit or I was flat in 22 and 23 and since

there my business has doubled that is an

email that I am lucky enough to get

almost daily over the last 10 years that

is my intent to be here and that is what

I wish on all of you

how many people here have more than

three employees raise your hand more

than three raise your hands okay I'll go

there then I'm going to talk on this for

a few minutes given how many people

raised their hands

accountability

when you have employees

the number one thing that I focus on and

I think about for the people in here

that want to grow

is the inability to understand the

biggest truth of when you own a business

which is if you have employees you work

for them they don't work for you

this is a big deal

most people

it's just natural it's the way we think

I know how the world works most people

think I'm paying you

[ __ ] do [ __ ] for me makes sense

and it's not wrong it's actually very

logical and I understand I also have a

belief in that to some degree however

back to my purpose

with this talk today

to everyone here

if you have the emotional strength to

understand it's the reverse I promise

you you've started down the path of

actually growing your business

growing up in my father's business I saw

how my dad thought about his

relationship with his employees the

first time I went to the store to work

he told me to keep an eye on them

because he thought some of them were

trying to steal

it was an old school mentality that he

learned growing up in Russia where I was

born

today a lot of us business owners are

worried about the reverse we're worried

about our employees being too entitled

not wanting to do stuff wanting to get

paid to do little I understand covid

created new variables there are people

that don't even want to go into an

office literally asking someone to go to

an office five days a week now seems

like you're crazy

the world changes I get that but

following and finding your balance

on being a leader to your people

will get so much more value out of them

you would be shocked vaynermedia is now

2 000 people globally vaynerx

because we have six or seven companies

every time I hire someone new that's

senior and they come into the company

they are shocked by how long

a lot of the employees have been in the

company the company's only 14 years old

we have dozens and dozens and dozens of

people that have been there for 9 10 11

years

for people here in marketing they know

advertising agencies people last two

years maybe three

the reason is because I live what I

believe in but there's a business Reason

Not only does it feel well

not doesn't feel good to do right by

your people it's good for your business

when people stay in a company for a long

time they have institutional knowledge

Sports

I know this country loves its Sports

sports do you know what one of the

biggest variables in sports besides

having competition in your soul is speed

speed matters

speed matters in sports and speed

matters in business so much

how many people here that have three or

four or more employees the number one

hidden problem they have is they're in

too many meetings

the number one poison for their company

is meetings are too long and there's too

many of them

when you have people that stay with you

a long time meetings can be 15 minutes

instead of one hour because everyone's

talking the same [ __ ] language

I have meetings with people on the way

to the bathroom and not even talking to

them

when you work with somebody for 10 years

I could leave my desk go to the bathroom

look them in the face head nod and we

both know exactly what the [ __ ] we need

to do next

that is how you scale that is how you

build a bigger business I implore

everyone here implore everybody here to

get dramatically more serious of

building a positive culture in this

business now that doesn't mean coddle

your people I'm not saying for you to

create entitlement and let everyone be

lazy I'm saying be a human being and

care about your employees talk to them

understand because when you have

employees employees care about different

things I have employees who want more

money makes sense

I have employees who don't necessarily

want more money they want more vacation

time because they just had a child makes

sense I have some employees who you know

in my mind are a little bit insecure and

so for them it's not the money it's not

the vacation time they just want a more

senior title on their LinkedIn and their

resume as a boss as a leader it is not

your judge to judge what your employees

want it's your job to understand what

your employees want and try to make it

happen

Brazil understood

good

attention

attention can be very overpriced and it

could be very underpriced and there is

no general rule how many people here do

for their company have done marketing

with influencers or creators you've paid

an influencer or Creator to bring

awareness to your business raise your

hands raise them hi please

okay for the hundred or so that have

raised their hands influencers

in general

remarkably possible for it to be

underpriced you can pay an influencer a

couple hundred bucks a couple thousand

bucks ten thousand bucks and get

enormous return on your investment on

the flip side

how many people here have paid

influencers and it was a [ __ ] show did

not do anything raise your hands

how many people here have done things

with influencers and it was a very good

thing and was good for your business

raise your hands

almost everyone who raised their hand

for the first thing raised their hand

for the second thing this is why I want

to talk about attention per behavior in

the world we live in today many of you

may ask is influencer marketing good the

answer is Maybe

it can be good it can be bad

that is actually the same for everything

if you think about it a football

is that good for your business

for Messi it was very good

for Ronaldo it was very good

they made billions of dollars the ROI of

a football for those human beings was a

lot for me I played two weekends ago and

I hurt my hamstring

that was negative Roi

that is the same for everything we're

going to talk about to close this out

the following Platforms in Brazil have

huge opportunities for business growth

but you may do well with it or you may

not do well with it it is based on your

skill on how you pick the influencers

what you're looking for the influencers

to do the direction you've given the

influencers to do what you want to do

and the same is true for the content you

make on YouTube on Facebook on Instagram

on Snapchat on Pinterest every one of

the top 10 Platforms in the world are an

incredible opportunity for many people

here

the problem is if you think back to the

other things you've done email marketing

affiliate Google AdWords

it didn't do well at first either

potentially because you didn't know what

you were doing

the key here is to leave this conference

understanding that you have to put it in

the work

put in the work to actually be good at

the craft

let me give you some things to think

about tactically to be good at the craft

how many people here post every day on

social media raise your hands every day

on social media raise your hands higher

please

how many people here do not post on

social media at all raise your hands

John

Paulo get up here you can get up here

get up here

let's clap it up for this pioneer

this is a very amazing man in 2023 he

does not post in social media at all we

must clap for him louder

how are you very fine you could speak in

Portuguese tell them in Portuguese why

you do not post

Ed

I'm very lazy lazy

is that true you believe that I don't

give a [ __ ] you don't give a [ __ ] no

to me anyone who has hit the highest

level of happiness

to me the highest level of happiness is

I don't give a [ __ ]

as much as I want to tell him what's

good about this and what's good about

that this wonderful bearded man had has

achieved the highest level of humanity

we must give him a standing ovation he

doesn't give a [ __ ] stand up and clap up

[Applause]

I almost feel like my talk should be

done now

for the rest of you

who have not achieved the final stage of

humanity

and still give some [ __ ]

it's re I'm really really passionate

about a couple things one is

self-awareness

I didn't know where that gentleman was

going to go with his answer he went to

the my favorite place but

one of the things I recognize today is

when I sit here and say to all of you

regardless of what you do B2B SAS small

company big company Creator entrepreneur

real estate selling course I don't know

what you do what I do know is that it's

inconceivable whether LinkedIn or

YouTube Shorts Facebook or Instagram

that those platforms that are free

are not the best use of your time to get

good at and put a lot of effort towards

including hiring people and spending

money on it because it's free to

distribute it it's not free to make it

unless you do it yourself and your time

is not free right

as I sit here and not knowing what that

gentleman was going to say I do think

there's a starting point to the journey

that I want to push all of you to make

more of which is self-awareness

not everybody in this Hall in this

conference should be making videos on

the internet

they're not good at it and that's okay

you can practice and get better but

maybe it's just not for you and that's

okay I think the biggest problem today

is that most people feel to be good at

social media you have to be on camera

and that is crazy you have a business

when you have a business you do not have

to be on camera it's a good thing to be

on camera if you like it or you're good

at it you should be on camera but if you

are not good at it and you do not like

it

and you genuinely understand yourself I

know no matter how much I practice

singing I will only be so good I will be

better in a year if I practice singing

every day then I would sing tonight

but I'll still be at a very low level I

can never be Beyonce

I can practice football like I did two

centers ago but I promise you there is

no World Cup in my future

other things

I was able to maximize all that practice

as a child selling lemonades and

baseball cards and wine led me to being

a very successful entrepreneur that is

true for everyone here

you need to figure out if you are not

doing this because you don't want to and

you're not good at it or because of the

thing that scares me the most in this

room today

that the reason most of you

aren't doing what I'm talking about even

though you didn't need me here to fly 12

hours to tell you to do it is because

you're scared of other people's opinions

when they leave comments on what you

post

the biggest thing I fear is that you are

not living your happiest life or your

most successful business because you are

worried about the opinion of someone who

is anonymous

on the internet

I'm just going to give you one tidbit on

this

if a human being

lives the life where they spend their

time

going around social networks finding

your content and leaving something nasty

about you that you are not good looking

that you are stupid that you don't know

what you're talking about do not feel

bad for yourself

feel bad for them

do you know how sad of a life it is to

take your time to seek out people on the

internet that you don't know and leave

nasty comments to make them feel bad

that person is in a very bad place

when I say feel bad for them I don't

mean say [ __ ] you and be mad at them I'm

saying have compassion and sympathy for

them that they are in a bad place in

their lives that they are spending their

valuable time to try to hurt your

feelings someone they probably don't

even know

if we can get the world to have more

compassion

for the people that are nasty

the world could be in a much better

place

and more importantly thank you and more

importantly that's a big goal

you'll be happier if you can find

compassion and empathy for people that

are dragging you down do not let your

self-esteem be wrapped up in the fact

that you only got 25 views on a video I

only got 25 views on my first video too

and my second and my fourth and my ninth

nobody was watching my [ __ ] [ __ ] but

I knew that the video on the internet

thing in 2006 was gonna happen and I put

in the work

all the best stuff is happening when

you're putting in the work

not the results

so please be self-aware of who you are

are you insecure or are you self-aware

and realize video is not your format but

maybe the written word is

you put a picture let me give you a good

example the number one mistake that

almost everyone here is making on

Instagram is they're mailing it in when

they do the copy on their post

they're not writing enough or

thoughtfully enough on the caption on

their post they do the video in the

picture they think that's what it is and

on the written word they just say huh

say something funny something clever

three words and they're done post

if everybody here started writing three

or four sentences

in detail that brought value

to the video that they're posting they

would see enormous growth from their

Baseline overnight

maybe for you you're not good on video

but you can take a picture of your

product or your service or your industry

and then write three paragraphs on your

Instagram post and that's how you grow

there's a hundred different ways to win

this game

the only way to guarantee that you don't

win is by doing nothing about it

there is not enough content being made

in enough platforms from this group here

I'll give you an example of another

thing that some of the more advanced

people here are not thinking about I

would argue that 10 to 15 of my content

that I make I make for information but

why I'm really making it is I'm

basically asking the audience a question

and I'm reading all the comments to get

the insights

that I'm getting the consumer insights

and the pulse of the world through

putting out content just

for the reactions and the comments and

the answers

the more people here get curious and

focused and strategic about the content

they make the more the upside will be my

friends we are living in the greatest

era of marketing and business ever the

opportunities are bigger than ever

more of us can get more of a piece of

the pie than ever we have the biggest

Platforms in the world of attention

costing free this is insane not only

that if you have to do a regular job

while you trace your dream when I was

growing up there was no internet and so

you worked your job nine to seven and

when you went home you couldn't build

your dream every person here can work

their nine to five and then build their

dream on the internet at six seven eight

nine ten we are walking around Earth

everybody Brazil the US Europe we are

walking around and spending all of our

time talking about what's not working

complaining about what's not working

deciding who's in control and we're not

and yet all of us here as we sit here

today are living in the best that the

world has ever been health-wise

money-wise opportunity wise the best

you don't believe that because you read

and consume content on social media and

mainstream media that tells you it's not

but take a step back and pay very close

attention I promise you you have way

more opportunity than your grandmother

and grandfather had

promise

and

the most interesting part for me on that

is we're not taking advantage of it so

as I wrap up the actual perspective

it is time for every person in the seat

right now to become accountable

there's nobody stopping you

you may think there is but it's not true

there's not a single person on Earth

stopping you you were capable and you

have how many people here

have a cell phone

raise your hands

who here does not have a cell phone

can you put the lights on does anybody

not have a cell phone no [ __ ] don't

be funny do you really actually okay

you're being funny

thank you not one person here does not

have a cell phone

fair enough but she's not here

this

is the remote control of the universe

every single thing that you are sitting

here on the ground or in a seat hoping

and dreaming could happen can happen

because of this

the only thing that's stopping you is

your mental perspective or your lack of

knowledge on how to do it

please no matter what you do

please get serious about LinkedIn

YouTube YouTube shorts Twitter X snap

Instagram Tick Tock please get serious

the attention of the entire world is on

these eight or nine platforms at scale

it costs zero

money to post on it this is an

opportunity that has never existed in

the history of mankind and we are all

sitting here on our hands not doing

enough

the fact that not every person in this

room raised their hand when I said do

you post on social media every day

speaks to and don't forget we're not

here for a conference talking about

movies

this is not a conference talking about

sneakers we're not here talking about

the environment this is a [ __ ]

business conference

this is a [ __ ] business conference

and you're [ __ ] sitting here and not

posting on social every day [ __ ] you

thank you

you don't have to because you don't give

a [ __ ] Mazel Tov I'm happy

but if you are not posting on social

because your business is good enough and

you're happy please be careful

I've seen this movie over and over and

now I have gray hairs

and kids you know what happens with gray

hairs experience and you know what comes

with experience you've seen this movie

before I was at conferences like this 15

years ago when everyone was like I'm

good I have email marketing I don't need

search

I was at conferences when people said

I'm good with search I'm perfect I got

searched I don't need YouTube YouTube's

a fad Twitter's a fad Facebook's a fad

tick tock's a fad I remember for some of

you that are older remember this thing

how many people here had a Blackberry

before this phone raise your hands raise

it high

kids

keep it high one more time keep it up

kids do you know how many of these

people that raised their hands said they

would never get an iPhone because they

needed the buttons on the [ __ ]

BlackBerry

humans are very good at saying no

no I don't want to know AI it's bad no I

don't care about Tick Tock it's for kids

Brazil as I leave this stage I ask you

for one thing

if you sit in this audience and you say

no a lot promise me one thing change

that no to maybe

Maybe

spend five hours actually downloading

and researching and trying taste it

taste it

do that you'll find yourself in a much

bigger place than you started

thank you

[Applause]

[Music]