Gary Vee：40岁「年轻人」振作起来！你们比小屁孩更有
45岁的社群行销大师Gary Vee缔造了许多创业奇蹟，他认为正是因为自己经历了网路从无到有的年代，反而更有抓準网路行销成本的优势。他以一惯的髒话搭配激励人心的言词，堆叠出精彩的演说，让更多中年人相信自身的优势，投身社群行销与品牌经营的趋势当中。
Before you read盖瑞．范纳洽（Gary Vaynerchuck），－present
WHOGary Vaynerchuck又名Gary Vee，是Facebook独立董事，VaynerMedia的创办人及CEO，身兼多角化的天使投资人与创投者，投资公司包括Facebook、Twitter、Snapchat、Uber、Tumblr、Venmo。被《富比士》评选为排名第一的社群媒体大师，世界500强CMO意见领袖排名第二。
WHATGary Vaynerchuck用11个网路平台经营了自己的品牌，并善用这些平台让家族事业成长超过10倍。他的畅销书《我是Gary Vee》受到各界名人推荐，获得美国Amazon网路书店4.7颗星，社群经营类排名第二名。
HIGHTLIGHT「FUCK」就是Gary Vee的说话风格，身为YouTube知名网红的他，总是在影片中以快速果决的话语为观众解惑。用字遣辞也常豪迈使用大量情绪性髒话，有时甚至会直接批评观众无知或自我感觉良好的言论。
演讲节录：摘自Gary Vaynerchuck在伦敦的精彩演讲：
40岁的「年轻人」！给我振作起来，你们比那群小屁孩更有资本发展社群行销在座有多少人超过40岁？不要害羞，举个手。超过40的？去他的，我们才40，我再问一次，这里有多少人超过40岁的？
好，刚刚举手的「年轻人」，你们现在拥有的优势，就是经历过没有网路的时代，就是之前享受了没有网路的童年。我们的青春曾在没有网路的世界成长，这让我们能够去预测未来网路的走向，和比较网路发展前后的行销成本的差异。
低成本的网路行销世代即将剧烈改变，你们该做的就是趁现在抢先赢得商机。
社群行销的价格一直攀升，是因为企业、中小型公司和硅谷新创公司不断将资金投进供需市场，价格自然就上涨，毕竟资金只流进一个管道。但如果我想抢先其他27间公司，在他们还没反应过来前，就进入这块大饼，我的行销成本当然就会比较低。目前，总共28间社群行销公司将钱投入市场，而且未来一定还会更热门，这也是为什幺脸书和谷歌很赚的原因，因为市场供需配对，他妈的就这幺简单。
在接下来10个月、一年甚至两年内，依云、可口可乐、BMW、劳力士、Puma、Nike、奇异和所有其他大型国际企业都会他妈回过神来，将分别他们的2亿、1亿、4亿、8亿甚至9亿美元预算砸进社群媒体里，因为他们别无选择。对我们其他人而言，这个系统之所以能够运作，是因为每次点击要8美金的广告费，意思是每8美金就能在1000人前面曝光，每1000人中就有42点击广告，当中又有17人实际付钱消费。而当那8美金上涨到28美金，低成本的行销体制就瓦解了。众人的关注就像房地产，当20年前洛杉矶马里布海滩的房产和大楼需求还很少，你用低廉的房价买下房子，你就发了，而现在智慧型手机与社群平台的关注也即将出现类似的剧烈改变。
建议一：闭嘴快做！
动手学行销不是年轻人的事各位观众，你们应该立刻离开现场，马上给我钻进YouTube去看影片，去他妈了解怎幺开始做广告。我不是指回到家，然后随便指挥一个26岁的年经人帮你做。我是说你！就是你！你必须回到家，花上10小时钻研那些影片，弄懂脸书广告到底是怎幺一回事，弄懂怎幺做好广告图，怎幺剪辑影片，还有怎幺看懂影片的广告收益到底好不好。你得亲自出马，亲自操刀这整件事，你要成为第一线执行广告的人，因为这正是一张科技时代的乐透彩券，但其他人就这样白白让机会溜了。
建议二：说人话！
依据平台性质做出大家买单的内容行销我绞尽脑汁想让你们知道，成功的内容行销是怎幺创造的，进而成功推广出去。当我们谈到推广的阶段，各位，你们必须学会不同平台的特性。我看过很多B2B行销人想尽办法在Instagram上冲追蹤数，但他们却老把Instagram错当成LinkedIn在经营。听着，不论你是律师、金融顾问还是水泥业务，如果你把Instagram经营的像是LinkedIn，即便你们公司走的是LinkedIn的企业风格，还是注定失败。如果你们学不会平台的特性，就是注定会失败。平台就是一切，懂吗，妈的！
建议三：屁话少说！
客户的关注与沟通适用在所有的产业在座观众中，我最担心的就是那些说自己今年绩效很好的人，原因是如果他们没照着我的建议去做，却拿到好业绩，他们会怀疑我所说的，然后变得不堪一击。
很多人都会在演讲后会讲出愚蠢的屁话，像是「盖瑞的演讲超讚超激励人心！但这东西在我的产业根本不管用啊。」你个蠢货！每个产业一定需要沟通，每个产业一定需要顾客的关注。大型企业之所以会倒闭就是因为变得太自负，认为科技变化不影响生意。但问题是他妈现在没有任何一间坐拥上亿资产的公司，是因为精进了自己的技术而倒闭的。所以，拜託你们，看在每年20%业绩成长率和几成股价涨幅的份上，拜託不要太小看沟通与其他人关注。
演讲原文How many people over 40 in this room, raise hands? Don't be embarrassed! Be louder about it. Over 40? Fucking go, we still have it. One more time, I wanna see how many hands of 40 and older?
So, so for all the youngsters in this room, the hands that just went up. What the advantage they have in today's business world is we have context of what the world looked like pre-internet. We lived a full childhood pre-internet. We lived life without the internet, and what that did was allow me to context what was possible and how much it cost pre-internet versus what was possible and what it cost post internet.
The reason the prices have gone up is because other entrepreneurs and small businesses (mainly Silicon Valley startups) are pouring enough money in to what is a very simple supply and demand platform. They rose the price, because there's only one feed. If I wanna get in front of my homey here before, if 27 other startups didn't wanna get in there, the cost of getting into his screen was less. Now that there's 28 of us, it's more. That's how Facebook makes money, that's how Google makes money. Supply and demand platforms, basic as fuck.
What is going to happen in the next 10, 12, 24 months is that Evian and Coca-Cola and BMW and Rolex and Puma and Nike and GE and everybody else is gonna wake the fuck up, 'cause they're gonna have no choice, and they're gonna take their 200, 100, 400, 800, and 900 million-dollar budgets and put it into the system. For all of us that it's working for, 'cause it works at $8 a CPM, $8 to get in front of a thousand people, 42 of which act, 17 which convert. That $8 is gonna become $28, where our models break. Attention is like real estate. When Malibu beachfront property or property and buildings in shortage 20 years ago go up for the market, and you buy it at the right price, and then the market changes, you win. The attention on this device and the platforms is gonna change very soon.
My friends, you should leave this keynote right now. Get in the fucking tube; go home; and fucking figure out how to start running ads. I don't mean go home and hire some 26 year-old to run ads for you. I mean YOU! YOU! You have to go home and spend 10 hours reading and watching videos of how to actually run a Facebook ad, how to actually make a picture and video for it, and watch the results, so you taste it. YOU HAVE TO TASTE IT! You have to be a practitioner of it, because it is the lotto ticket of the moment, and everybody is just letting it slide by.
So, what I'm thinking a lot about is how to put you into a position to succeed in content creation, and then figure out how to be great at distributing it. When you get to the distributing part, my friends, you have to respect the context of the platform. I'm watching so many people that are in B2B tryng to win on Instagram, but they're acting like Instagram is LinkedIn. It doesn't matter if you're a lawyer or a financial advisor or you sell concrete, if you treat Instagram like LinkedIn, even though your business is more LinkedIn, you will lose. If you do not respect the context of the room, you will lose. These platforms are rooms. They are rooms. Fuck.
The people that I am most worried about in this room are the ones that are having a great year, because if they're not doing what I'm talking about and they're having a great year, they can only take it with a grain of salt. That becomes their vulnerability.
There are so many people that make ridiculous statements in their own head like, "Gary's awesome and super motivational, but this shit doesn't work in my industry." You're a fucking idiot. Communication works in every industry. Customers attention works in every industry! And the reason humongous companies go out of business all the time in the world is they become audacious that the new technologies don't effect their business. There's nobody in here that is big as the billion dollar companies that are going out of business every fucking year because of the technology shift. So please, on your 20% growth this year or on your cute double-digit massive explosion, please do not become audacious.
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