(electronic music)
- There's something I've been thinking about a lot.
It's this notion of the clouds and the dirt.
It's kind of like another version
of my steak and the sizzle.
Meaning I don't spend any time
on the things that don't matter,
and what doesn't matter is basically
everything in between the overall vision and strategy
and the real knowledge of it.
(rap music)
I fully believe.
I am bought in that there's an ROI here.
I don't need the reports, I don't need Nielsen's,
I don't need seven years later.
You need the life where if you want to do
something nice for somebody just based on
what they were going to do nice
for you in return right then,
that wouldn't be a cool world.
But the truth is, the best relationships are the ones
where you give them something,
and then you start forming a relationship
that then may benefit you somewhere
along the line in the future, got it?
So when I say the clouds and dirt,
my clouds are, I'm gonna buy the Jets,
and here's how I'm gonna do it.
That's a global clouds and dirt.
Here's my clouds and dirt right now,
as where my VaynerMedia hat all the time.
Like I believe that the attention of the consumer
is on social networks from a better value
proposition than it is in other places.
I like seeing something, using it, and then making my,
the reason I, a lot of people are like,
"Man, your predictions are right."
I'm like,"Because they already happened."
Right, when I'm put at is seeing something happen,
use it, use it fast, and then talk about it,
because I believe, right?
I didn't predict that Vine was gonna do well.
I saw that Vine was doing well.
I spent a lot of time learning it,
and then I talked about it.
Do I think that billboard's dead?
No, I don't.
But I also think that as I look at all these people,
they're looking at their phones, right?
And so, I don't think it's worth as much.
How can a billboard be worth the same price today
that it was five years ago,
in a world where every person here,
when they leave this conference,
when they go in their car, if they're a passenger,
is looking at their phone the entire time
until they get to wherever they're getting.
And they're not seeing that billboard.
And as a matter of fact, not only the passenger,
my friends, the drivers...
(audience laughter)
It's scary out there.
I actually have reverted back to driving
with two hands 'cause I'm so scared of you jerk-offs.
Because every time I look to see how many people
are looking at billboards,
what I'm really realizing is forget about billboards,
nobody's looking at the fuckin' road.
(audience laughter)
So my philosophy is social media marketing works
once you know how to do it.
And that's the clouds.
See, I don't think really that talented in most things.
The only talent that I think really over indexes for me
when it comes to business
is truly understanding that innovation
has never cared about anybody.
Entrepreneurs and CEOs and individuals
make the mistake of being either romantic or naive
to what's actually happening around them.
And so what you're gonna see, and what I'm banking on
for my career over the next 40 years,
is the emergence of direct-to-consumer brands
that are gonna be able to take advantage
of the reality of technology,
but not be held down by the channel conflict
of the scale that they're at,
and be able to grow into big businesses
that go direct to consumer.
And then the dirt is the fact
of like all of this that we do.
That I do put out the content.
That I do understand what dark posts are.
That I understand that we're talking now about
Pinterest's new ad product, that I know the details.
The holy grail of creating the strategy
of the long tail algorithm search queries
to target to the amplification of the creative
we create done best is
testing a lot of things
for the first 30, 60, 90, you know,
we're trying to figure out what those days really are.
It's so early right now.
The real true DR product in the world right now
is Facebook dark posts, in social.
I believe that engagement on Twitter makes sense.
I also then do it.
I mean all the people that, you know,
it's not about what you say, it's about engagement.
All these people that have their strategies on social,
like the amount of social media gurus that are like,
"Make sure you engage."
Then they don't engage at all creates a hypocrisy.
That's why I built the company that I built.
And not a media buying agency.
The variable of conversion is the creative.
And that is IP.
That is a human IP.
A lot of times, people don't have one or the other.
They're too stuck in the minutiae.
They don't see the bigger picture.
They don't know how to navigate.
Or they get it philosophically,
but they don't have the skills
or the appetite or the want or the need
to actually be able to do it right.
Either I'm completely crazy,
and I've lost my mind somewhere along the way,
or shit's hitting the fan.
And opportunity is striking.
And my guess is it's the latter.
You know the details?
Know the philosophy?
Then don't worry about all the minutiae in the middle.
The politics, the process,
all the crap that does not matter.
And that's it.
I spend all my time in the clouds and the dirt
and that's why I think I'm successful.
I play at the extreme levels of high buy-in,
and then dedication to learning my craft.
Clouds, dirt.
(gentle music)