Who is @GaryVee?
I first heard of Gary Vaynerchuck (@GaryVee) when I worked in the wine industry and he was using video on Wine Library TV to educate people on how to taste, experience and appreciate wine without the snobby nonsense that everybody expects. His unconventional yet innovative approach helped turn his father’s wine business around. Gary was the first person to use social media to sell wine.
Gary on Rioja – Jan 2011
Since then Gary has gone on to publish two books, Crush It (which inspired me to take the career path I did) and The Thank You Economy, plus, launch his own consulting company that focuses on social media, VaynerMedia.
I’m not shy in admitting I’m a big fan of his work, in fact I think I quoted Gary as one of my heroes in a blog post about owning your super powers earlier this year. The in April, I somewhat accidentally won an autographed copy of what would be his third book, I was delighted to be asked write a review on the basis that I’d get to see it pre-launch!
As with all good plans, stuff happens to make them a little more challenging than they ought to be. My book got returned to sender and so it never arrived and instead I got a copy via PDF a week before launch, which I read after work on my MacBook every night. So, one nasty cough and a busy working week later, here is my book review for Gary #JJJRH
Book Review: Jab, Jab, Jab, Right Hook
If Malcolm Gladwell said it takes 10,000 hours to become an expert in your field, then Gary Vaynerchuck has certainly earned the title Social Media Guru and this comes through very clearly in his new title ‘Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World‘.
Gary approaches Social Media in a way that likens it to being boxer in the ring throwing punches at your opponent except, your brand on social media is the boxer and your the person you’re throwing punches at is actually your potential and existing customer base. You see, many still deem boxing a dumb sport; two people punching aimlessly at each other until eventually one gets in a right hook and takes his opponent down. Gary explains that when you look more closely at the situation people often fail to realise the skill, the strength and the strategy in a dedicated boxer’s game.Social Media Marketing is exactly the same.
Social Media is rife with people who think they are marketing well, aimless tweeting, instagramming and pinning content to frantically sell more stuff and get the data they need to take to their bosses. Then again, there are plenty of Social Media Marketers – and I’d like to include myself in this bracket – who actually spend an enormous amount of time getting to know the Social Media platforms to be able to speak like a native, test, watch, listen and learn and see what really makes excellent content for any given social network and really resonate with the consumer. In this book, Gary offers insight into the history and usage of using the most prolific Social Networks of 2013: – Facebook – Twitter – Instagram – Pinterest – Tumblr. As well as some of emerging networks including: – Google+ – Linkedin – Vine – Snapchat.
In each ‘Round’ (not chapter) he gives his famously candid point of view of the way brands are either doing things really well or in some cases shockingly badly. As Gary says himself, there is no blueprint for social media but if you know your brand, you’re prepared to listen to what your customers have to say about you and anything else the like to talk about for that matter you’re starting from a good place. Next, you’ll need to learn talk like a native and make conversation within the social networks you’re marketing within and this will take time, effort and great gut instinct.
Every good Marketer, Social Media Manager, Communications Professional should absolutely have a copy of this book on their desk, not to mention anyone else you thinks they might like to start pushing their brand on social. What are you waiting for kids, click the ‘Add to Basket‘ button and get yourselves to the check-out! #JJJRH
In the coming weeks I’ll be talking in more detail about how Gary used social media to promote his book and what I think worked well and not so well. I’ll also be focusing on some of the challenges Social Media Marketing presents us all and how to face them over at www.stephbennett.com
If you’ve got a social media question, tweet me @StephsBubble. Who knows, your question might feature in my next vlog!