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45歲的社群行銷大師Gary Vee締造了許多創業奇蹟,他認為正是因為自己經歷了網路從無到有的年代,反而更有抓準網路行銷成本的優勢。他以一慣的髒話搭配激勵人心的言詞,堆疊出精彩的演說,讓更多中年人相信自身的優勢,投身社群行銷與品牌經營的趨勢當中。

Before you read

Gary Vaynerchuck
蓋瑞.范納洽
1975年11月14日 - present

WHO

Gary Vaynerchuck又名Gary Vee,是Facebook獨立董事,VaynerMedia的創辦人及CEO,身兼多角化的天使投資人與創投者,投資公司包括Facebook、Twitter、Snapchat、Uber、Tumblr、Venmo。被《富比士》評選為排名第一的社群媒體大師,世界500強CMO意見領袖排名第二。

WHAT

Gary Vaynerchuck用11個網路平台經營了自己的品牌,並善用這些平台讓家族事業成長超過10倍。他的暢銷書《我是Gary Vee》受到各界名人推薦,獲得美國Amazon網路書店4.7顆星,社群經營類排名第二名。

HIGHTLIGHT

「FUCK」就是Gary Vee的說話風格,身為YouTube知名網紅的他,總是在影片中以快速果決的話語為觀眾解惑。用字遣辭也常豪邁使用大量情緒性髒話,有時甚至會直接批評觀眾無知或自我感覺良好的言論。

演講節錄摘自2018926Gary Vaynerchuck在倫敦的精彩演講。

40歲的「年輕人」!給我振作起來,你們比那群小屁孩更有資本發展社群行銷

#00:03:26

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?

在座有多少人超過40歲?不要害羞,舉個手。超過40的?去他的,我們才40,我再問一次,這裡有多少人超過40歲的?

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.

好,剛剛舉手的「年輕人」,你們現在擁有的優勢,就是經歷過沒有網路的時代,就是之前享受了沒有網路的童年。我們的青春曾在沒有網路的世界成長,這讓我們能夠去預測未來網路的走向,和比較網路發展前後的行銷成本的差異。

低成本的網路行銷世代即將劇烈改變,你們該做的就是趁現在搶先贏得商機。

#00:19:39

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.

社群行銷的價格一直攀升,是因為企業、中小型公司和矽谷新創公司不斷將資金投進供需市場,價格自然就上漲,畢竟資金只流進一個管道。但如果我想搶先其他27間公司,在他們還沒反應過來前,就進入這塊大餅,我的行銷成本當然就會比較低。目前,總共28間社群行銷公司將錢投入市場,而且未來一定還會更熱門,這也是為什麼臉書和谷歌很賺的原因,因為市場供需配對,他媽的就這麼簡單。

#00:20:56

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.

在接下來10個月、一年甚至兩年內,依雲、可口可樂、BMW、勞力士、Puma、Nike、奇異和所有其他大型國際企業都會他媽回過神來,將分別他們的2億、1億、4億、8億甚至9億美元預算砸進社群媒體裡,因為他們別無選擇。對我們其他人而言,這個系統之所以能夠運作,是因為每次點擊要8美金的廣告費,意思是每8美金就能在1000人前面曝光,每1000人中就有42點擊廣告,當中又有17人實際付錢消費。而當那8美金上漲到28美金,低成本的行銷體制就瓦解了。眾人的關注就像房地產,當20年前洛杉磯馬里布海灘的房產和大樓需求還很少,你用低廉的房價買下房子,你就發了,而現在智慧型手機與社群平台的關注也即將出現類似的劇烈改變。

*補充:
CPM是一種展示付費廣告,只要展示廣告主的廣告內容,廣告主就為此付費。
Convert 這邊指的是Conversion,是用來反映網路廣告對產品銷售情況的實際影響程度。

面對網路行銷的動盪,GaryVee給了三個中肯的行銷建議

#00:24:43

建議1. 閉嘴快做!動手學行銷不是年輕人的事

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.

各位觀眾,你們應該立刻離開現場,馬上給我鑽進YouTube去看影片,去他媽了解怎麼開始做廣告。我不是指回到家,然後隨便指揮一個26歲的年經人幫你做。我是說你!就是你!你必須回到家,花上10小時鑽研那些影片,弄懂臉書廣告到底是怎麼一回事,弄懂怎麼做好廣告圖,怎麼剪輯影片,還有怎麼看懂影片的廣告收益到底好不好。你得親自出馬,親自操刀這整件事,你要成為第一線執行廣告的人,因為這正是一張科技時代的樂透彩券,但其他人就這樣白白讓機會溜了。

#00:31:13

建議2. 說人話!依據平台性質做出大家買單的內容行銷

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.

我絞盡腦汁想讓你們知道,成功的內容行銷是怎麼創造的,進而成功推廣出去。當我們談到推廣的階段,各位,你們必須學會不同平台的特性。我看過很多B2B行銷人想盡辦法在Instagram上衝追蹤數,但他們卻老把Instagram錯當成LinkedIn在經營。聽著,不論你是律師、金融顧問還是水泥業務,如果你把Instagram經營的像是LinkedIn,即便你們公司走的是LinkedIn的企業風格,還是注定失敗。如果你們學不會平台的特性,就是注定會失敗。平台就是一切,懂嗎,媽的!

#00:40:01

建議3. 屁話少說!客戶的關注與溝通適用在所有的產業

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.

在座觀眾中,我最擔心的就是那些說自己今年績效很好的人,原因是如果他們沒照著我的建議去做,卻拿到好業績,他們會懷疑我所說的,然後變得不堪一擊。

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.

很多人都會在演講後會講出愚蠢的屁話,像是「蓋瑞的演講超讚超激勵人心!但這東西在我的產業根本不管用啊。」你個蠢貨!每個產業一定需要溝通,每個產業一定需要顧客的關注。大型企業之所以會倒閉就是因為變得太自負,認為科技變化不影響生意。但問題是他媽現在沒有任何一間坐擁上億資產的公司,是因為精進了自己的技術而倒閉的。所以,拜託你們,看在每年20%業績成長率和幾成股價漲幅的份上,拜託不要太小看溝通與其他人關注!


本文收錄於英語島English Island 2019年4月號
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