the place to be if you want to create a business and life you love. I got a question for you

today: do you ever feel completely overwhelmed and confused by social media? Most of us want

to do a really great job, we know it's important, but with things changing so fast and with

so many platforms, it gets a little confusing and we just want to know to right way to do

it. If you can relate to this, you are in for such a treat today because I have the

world's leading expert in social media here to help us out.

Gary Vaynerchuk is a talented entrepreneur, video blogger, self trained social media expert

and a best selling author. Recognizing the importance of ecommerce in 1997, Gary launched

winelibrary.com and helped grow his family business significantly from three million

to 60 million by 2005. In the spring of 2009, Gary and his brother AJ launched VaynerMedia;

a new breed of agency that helps Fortune 500 companies like GE, PepsiCo, Hasbro and the

NY Jets find their social media voices and build their digital brands. With over a million

followers on Twitter, Gary is recognized internationally as one of the top people every entrepreneur

should follow and a social media trailblazer.

Gary, it is so awesome to have you on MarieTV. Thank you so much for making the time to do

this. This is your new book, which by the way Jab Jab Jab Right Hook: How to Tell your

Story in a Noisy Social World, I freaking love this book. I went through it when your

team sent it over and I was making notes; this is different than your other books, which

I love, Crush It and Thank You Economy, but this has 86 case studies, which is amazing.

Lets start off. What does Jab Jab Right Hook mean in this context?

Gary:           I decided to use the boxing metaphor because I think when people

think about social media, and I'm talking about the whole world, I'm not talking about

just the people in the know, they think about it as is this real, does it have actual business

value, it seems like there's a lot of noise, it seems like people just throwing stuff at

the wall and hoping it's going to be okay; social media experts and gurus and mavens,

80% of them used to be real estate agents when the real estate boom was good. It's

mucky, but for me, somebody who's been in it for a long time, it's a real science.

There's a real reason that I'm sitting here with you. There's a reason I've been able

to sell a lot of wine. There's a reason the VaynerMedia has gone from 20 to 300 employees

in two years. There's a reason I'm executing. I said at one point, "it's a science,"

and then I was thinking about this notion of content and why people are struggling with

it.

When I decided to write a book, I decided to go with the boxing metaphor because I think

when most people look at boxing, they look at it as like dudes punching each other in

the face, but most philosophers or deep knowledgeable people of the sport compare it to chess; as

a matter of fact, boxing is known as the sweet science, and I'm a fan of boxing. I realized

social media reminds me of boxing; people think it's this one thing, but it's very

detailed. Then 'jab jab jab right hook' is actually what I do; give give give and

then ask.

When I wrote Thank You Economy, I noticed that the people that got it aren't actually

doing that well in business because they're too romantic. They're actually crippled by

asking for the sale and then you have 99% of everybody else who's only selling. They're

spamming on social and so if you're always throwing right hooks, people duck; they know

what's coming. This is my formula. This is why I have success. I want to guilt people

into buying my things. The way I do that is by giving so much upfront and then if you're

lucky enough to be wired the way I am, which is you have no expectation for people to deliver,

you end up not worrying if your right hook doesn't land, you recognize that a good

percentage of your right hooks do land, and it's very different than my last couple

of books because I also want to evolve and change and make people like yourself who I'm

happy that respect me not to start muting me out. This shows my detail. I wanted to

put a stake in the ground and say, "I'm social media 301." Most of the books are

101, but I'm 301.

Marie:                     I love that. There's so much of what you just

said that I want to dive into a little bit more. First of all, I think it's so genius

because at first blush, you can be this guy who's telling it like it is and in their

face and people could write off, maybe your other books are so surface, but just like

with boxing, how there's so much more if you think a little bit. There's so much more strategy

underneath the in-your-face attitude and the fun and the motivation and all that. I think

that is brilliant.

Gary:           I want to say something because I think in this gorgeous setting it's

fun to be like 'let's get emotional.' That matters to me. I'm like a contradiction;

I equally care what everybody thinks about me and I could care less what anybody thinks

about me. I recognize my bravado on stage in my public figure, but I have a lot of pride

in that I've actually been able to execute, and this is that book for me.

Marie:                     I absolutely love it. I am so excited for everybody

to get it and we'll keep talking about it the whole time. The other thing I want to

mention too, and I think this is the reason why I've been such a huge fan of yours and

followed you since back in the day, is because I identify with so much of that. What we do

here on MarieTV, people always ask me "how are you making money?" We sell one big product

a year but the rest of the time its like we give and we keep trying to kick up the level

of this. It's like how do we give more value, how do we make it more entertaining, and more

goofy because that's really me. I think, similarly, sometimes people will write off

and say "it's just that silly girl, she curses, she's from Jersey, she's so inappropriate,"

but it's like once they really look a little bit deeper, there's a lot more.

I was born in Edison and I know that's where you had-

Gary:           At JFK. My brother AJ was born at JFK Hospital.

Marie:                     Digging in, social media can be so overwhelming for

folks; I hear that all the time. It can be overwhelming for us and I'll speak from

experience too. We have a small team. What do you think are some of the big major mistakes

in the context of Jab Jab Jab that we're all making with social media? How are we getting

it wrong?

Gary:           I wish everybody could be in my seat right now and understand

how much goes into this, how many amazing people, and the structure, there's a dude

rolling stuff right now; real stuff going on. I think that is fascinating to me because

you just said we do this and then we have this one big thing we sell. You're putting

so much effort into your jabs; this is your jab. You're putting so much effort. Nobody

puts efforts into their jabs. I do. It's why I send people free stuff, it's why I

pick up the phone and call people and scare them, and the one thing people want is your

time and effort because everything else can be bought, but your caring can't, your time

can't, those are the assets that matter. The real answer is that everybody is so hungry

to get to the right hook, 'buy my book, buy my product, go to my conference, and try

my wine'; everybody's putting effort into their right hooks. 99% of people are not putting

any time or effort into their jabs, so I think what they're doing wrong is they're not jabbing.

For example, in the context of this, there's also what I call the DJing of content. We

have this interview, you guys should take this entire interview, figure out the seven

best things I said, make quote cards, put them out on Facebook with a link to the overall,

and that piece of content in Facebook with my face or us together and my quote will do

better than if you just use Facebook as distribution to awareness to that show.

Marie:                     Done. Louise is taking notes. This is actually going

to happen and that's genius.

Gary:           Let me give you another one. Take a couple of other things and then

turn it into an infographic and put that on Pinterest because infographics do really well

there. Here's another one. Take a funny moment where I do something silly, when we do that,

take that moment, turn us dancing into an animated gif, post that on Tumblr and link

out because on Tumblr, animated gif is the slang. I almost call this Slang Marketing

because that's what it is. In Pinterest, make it a little prettier and make it an infographic.

On Tumblr, make it an animated gif with us dancing because it's silly, it's a younger

demo with a link out. On Facebook, my picture, us together, quote card that really works.

On Twitter, wait for something that's trending that could be tied into the copy of something

that happened here and then post about this instead of saying it's time to post about

Gary's episode.

People are not thinking enough. This is all strategy. What are people doing wrong? Everything.

It's ugly out there. For somebody like me who has gone very deep and has been doing

it for a very long time and truly believes he's good at it and my organization's

good at it, everything's wrong.

Marie:                     I got to tell you, I don't blow smoke up anyone's

ass. When I was reading this, preparing for this interview, I was reading it literally

twelve or one o'clock in the morning and I'm taking notes and I realized we care so

much, we care more than anything, we will do everything; we'll give customers money,

we'll send them gifts, anything possible to show that we genuinely care about people.

We do that because that's how I am as a human being and that's the only way I want

to operate.

Gary:           A funny thing happens when you care about other people; they start

to care about you.

Marie:                     When I was reading this and I know how much we

care and I know how much effort my team puts in and we're small, but everybody works

their asses off and I saw how many mistakes we were making-

Gary:           Because it's not about caring; it's why I wrote this. Thank

You Economy I wrote as a call to arms of if you don't give a shit about people, you're

done. Recognize we're living in a small world now and everybody's reputation and

the word of mouth matters. I've watched people from afar like you and your team and everybody

else who do care. It's extremely hard but once you get over the mental hump, it's

very easy. You're not making all these mistakes because you guys don't care; you're making

all these mistakes because it's hard and nobody's talking about the real details.

It's the talent of knowing what to do.

I think you really hit a chord and that's why I jumped in and said it mattered to be.

I realized people think I'm successful because I'm funny on stage; are you guys out of your

mind? Do I have to remind you that I built a $60 million business before I even started

one episode of Wine Library? I needed this book for myself as much as anything else and

I really wanted to empower people. This is utility. This isn't a rant; this is a textbook.

Marie:                     I love it too. One of your talents, which I

think, is just awesome your ability to offer constructive criticism to not hold anything

back, but at the same time, it's incredibly respectful. I just think it's amazing.

Gary:           Even when I said to Lil' Wayne that he was the first person

to turn Facebook into MySpace?

Marie:                     It's fucking funny. It's hilarious. That was

a laugh out loud moment for me. Content versus context, which is a big theme in this book.

Gary:           Everything thinks about content, what are they going to say;

nobody's paying attention to the context of the platform. I just ranted on that. Nobody's

sitting there and saying, wait a minute, animated gifs work on Tumblr. It's bandwidth; you

take one picture and you want to put it on Facebook, Twitter, Tumblr, Pinterest everybody

thinks of social networks as distribution channels to bring you somewhere else; I think

of them as places to natively tell stories. Of course I have to respect the context of

Pinterest; not only do I have to understand and respect what works there, infographics

and other things of that nature, I have to respect who's there, females more than males

at a certain demo. I also have to respect, and I didn't do as good of a job getting

this point across in this book as I could have and I'm disappointed about it because

I think it was close, is the psychology of why somebody's on it. Why is the female

on Pinterest at 8 PM at night? Why is she on Pinterest at all? Because the data shows

analytically, anecdotally, and what I spend time on, is she has the intent to buy something,

you pin something you actually want to buy or the intent to aspire to buy that, 'one

day I'm going to get this kitchen.'

What you're putting out so somebody from that mindset needs to be different than why she's

going through her phone on Facebook, which is to keep in touch with her world. That takes

a different story. It's all context. The way you and I are acting right now compared

to if we were at a conference on a Saturday night at two in the morning in Las Vegas is

different. The context of the room requires us to act different even though we still are

ourselves. Those subtle things, what wittiness on Twitter that's required, that beautiful

picture or authentic picture on Instagram, you have to respect the context of the room

in which you're storytelling.

Marie:                     That was such a huge thing for us because I know

it for me. You mentioned the word "bandwidth" and this was a big question I had for you

because I know so many people in our audience, they could be a one woman or one man shop,

they're just getting started, they're going crazy, they got the full time job still, they

got kids running around, they may read this and go "holy shit! There's all these platforms,