Who hell is Gary Vaynerchuk? Well here’s a little look at his resume, he was one of the first people on Youtube where he created Wine Library TV which took his wine business from 3 to 50 million dollar business within 5 years, he is the CEO one of the most innovative marketing agencies VaynerMedia, hustler and also a speaker and author of 3 books with 1 more on the way. So he knows a little bit about the online space.
Jab, Jab, Jab Right Hook takes a very close look at marketing on social media and all of its main platforms from Facebook to Tumblr. Gary compares social media marketing to boxing hence the title of the book. Why boxing you say? Well boxing is the chess of sports because of the strategic aspect of the acting, reacting and initiating that the sport entails. The jabs represent all of the content that is fun, light hearted, makes them feel appreciated, entertains, gives value, while the final right hook is the call to action. Companies used to always right hook us and bombard us with offers and deals, which did work in the past but not anymore as we have become desensitized to it. The direct translation of Jab, Jab, Jab, Right Hook is essentially Give, Give, Give, Ask.
This is the overarching theme of the book and is what all the Youtubers are essentially doing. They are producing free content for their viewers and when they finally have that ask then people feel obligated to buy. I mean every Youtuber and their mom seems to be coming out with a book, Tyler Oakley’s book “Binge” got on to 2nd place of the New York Time Best Sellers List in its first week. That shows how powerful jabbing is, all of his fans wanted to support him after all of the free content he created to entertain their lives that they felt guilted into buying his book. This is the basic law of reciprocity at work, the law states that people are more likely to do something if you have done something for them before, this will always be a constant. So give tons a value before you ask for something, it’s just nice and a good way to do business. It is now the “Thank You Economy”. Here are the other main nuggets I took away.
“IF CONTENT IS KING, THEN CONTEXT IS GOD”
The most practical part I took away from the book is how important context is in social media marketing. Context is essentially the platform and the content is what populates it. Companies often just post the exact same message on every single platform, which is very lazy and people know that they aren’t trying to customize their message at all. It’s basically like screaming into a megaphone to every single person and not creating that context around their story on the platform they are using. There are so many platforms and each one requires a specific game plan in order to tell the story properly. The great native content is what amplifies the power of the story by utilizing what the customer finds value on that platform (the aesthetics, design and tone).
“a brand that masters native content becomes human” – Gary Vaynerchuk
What makes great content?
All companies need to create content regularly in order to be relevant and cultivate the scarcest resource in the world, our attention. Creating daily content is hard but Leo Burnett’s advice is as follows.
· Make it simple
· Make it memorable
· Make it inviting
· Make it fun to read
· Make it for your customer not for yourself
“Micro content + community management = Effective Social media marketing”
What consumers want today is "infotainment". Information is the cheapest commodity in the world and is worth close to nothing since you can just Google everything. However, wrapping that information in a story is what creates value for the consumer as humans are born storytellers and story consumers. Think back to our ancestors where they told stories to their children which got passed down through the generations, this is what separates us from all other species.
Specific tips for Social media platforms
Gary also goes into depth in both Facebook and Twitter since they are the largest platforms. Facebook is losing its organic reach as pages will only allow your content to reach about 3-5% of your audience. Facebook doesn’t care about marketers they only care about the customer experience so as a marketer you have to create content that aligns with Facebook’s goal to generate more organic reach. To gain more reach you have to pay for it through sponsored posts and boosting posts. So it’s no wonder Facebook just keeps on growing. Click here for a more in depth look into the state of marketing on Facebook by Neil Patel.
“Facebook’s main currency is friendship while Twitter’s is news and information” – Gary Vaynerchuck
“Twitter is the cocktail party of the internet, a place where listening well has tremendous benefits” – Gary Vaynerchuk
In order to win on Twitter you must create context around trending hashtags especially if you aren’t a brand with a big following (AKA trendjack). Being timely is the most important part of Twitter since it’s just a huge newsfeed that keeps refreshing where tweets can easily get lost in the crowd. One of the most famous jabs in Twitter was when Oreo tweeted out this during the Super Bowl after the lights went out.
This was timely, clever, and created context around a trending topic that brought their brand into the limelight. The picture is so simple and clever that it is hard to see why more companies don’t put in more resources into this. This post got over 15,000 retweets and more than 20,000 Facebook likes.
I am not really into Pinterest but if your target market is women then you have to on this platform. What Pinterest is, is basically a wall where you pin things that symbolize yourself, who you are, what you stand for and who you want to be. It’s a great platform to promote aspiration and acquisition which leads people to buy. Create content that creates aspiration to a consumer dream and they will buy.
Instagram is a straight consumption platform with advertisers being more strategic nowadays creating sponsored posts that look exactly like the other pictures in your feed. Hashtags are just as important like in Twitter to be discovered on this platform, they are the doorways to your brand and without them you are invisible.
“If Twitter is hip hop, then Tumblr is indie rock”. Basically GIFs on GIFs on GIFs.
If you are an internet marketer you have to follow Gary on all of his social media channels. I watch his Youtube videos religiously and he gives tons of value trying to put himself out of business. Here is a great interview with Gary talking about his book and the concepts in it.