Crush It Key Points E-Book
- 1. Crush It Cash In your passIon gary vay•ner•chuk
- 2. 1. Passion is everything 3 2. success is in your Dna 5 3. BuilD your Personal BranD 7 4. a whole new worlD 9 5. create great content 11 6. choose your Platform 13 7. KeeP it real … very real 16 8. create community: Digging your 18 internet trench 9. the Best marKeting strategy ever 20 10. maKe the worlD listen 21 11. start monetizing 23 12. roll with it 25 13. legacy is greater than currency 27 14. conclusion 29 acKnowleDgments / info
- 3. • Why does it make sense to be advertising through online mediums? • What are some obstacles presented with monetizing a passion? Are there possible solutions to those obstacles? • Facebook and Twitter are tools within social media, not strategies. What’s the difference? 1: Passion is EvErything 3
- 4. online • Eyeballs moving from traditional media to online - business follows eyeballs • Also cheaper (Gary’s example of < $15,000) obstacles - solutions • Passion not retail friendly - doesn’t have to be sexy • Poor economy - recessions only bad for mediocre businesses • Need steady income - keep the day job, invest personal time • Don’t have a specific skill/knowledge - team up Differentiate Between tools and strategy • Facebook/Twitter are new and innovative ways to spread message now, but who knows where social media will be in the future • Strategies lead towards a goal by utilizing tools and resources, no matter their current incarnation 1: Passion is EvErything 4
- 5. • How has the internet lowered the entry barriers to monetizing on passion? • What are some examples of successful online properties that didn’t hide their personalities? 2: succEss is in your Dna 5
- 6. how? • Unique and specialized markets have an audience • Follow Your DNA - doing what you love is naturally easy • The internet is a great equalizer: • Majority of services are free, everything is cheaper than traditional mediums • The person who works the hardest will win examples • Tim Ferriss, Ramit Sethi, Tucker Max 2: succEss is in your Dna 6
- 7. • Why is personal branding the key to monetizing passion online? • How has the process of building one’s brand changed in an online environment? 3: BuilD your PErsonal BranD 7
- 8. the key to monetizing online • Allows differentiation from others in niche • Takes advantage of genuine personality • The more developed one’s personal brand is, the greater the awareness, the greater the business opportunities available change 1. mediums and cost • Then: newspapers, television, movies, radio, etc. • Now: blogging, Youtube, Twitter, Facebook, etc. • Now: No gatekeepers, word of mouth “on steroids” 2. transparency • Consumers want truth, business and personal brand must be the same • It has become increasingly difficult to hide things from the public, especially on the internet 3: BuilD your PErsonal BranD 8
- 9. • As more and more readers utilize online resources for news and stories, how will the journalism and reporting industries be affected? 4: a wholE nEw worlD 9
- 10. Journalism: The internet allows talent to win • No longer need to play in traditional structures •Top performers can break off and earn fair value •Middlemen are being eliminated More readers online Advertisement money goes online Journalists go online 4: a wholE nEw worlD 10
- 11. •Great content exists as a result of passion plus expertise, but what are some ways to optimize that content specifically for online platforms? How does one decide which medium of communication should be utilized? • How does the “lure and lasso” approach work? 5: crEatE grEat contEnt 11
- 12. content • Absorb every resource-other websites, books, conferences, etc • Storytelling is key - makes your content relatable to the visitor • Strive for self-awareness, don’t delude the visitor • Choose your medium based on your DNA: • Introverted? Start with writing • Extroverted? Try podcasts • Animated? Utilize videos lure and lasso • Native content encourages visitors to frequent your online property • Provide content by inserting yourself into existing conversations - create reasons for your audience to “follow” you back to your property 5: crEatE grEat contEnt 12
- 13. • How are blogs used for personal branding? •There are many different social networking platforms being utilized to distribute content. What are some of more popular ones and what unique benefits do they each offer? •One of the most important aspects of a blog is its user interface. Specifically, why are call-to-action and sharing functions effective for building brand? 6: choosE your Platform 13
- 14. 1. Blogs: effective central location for storing content and building community. • Wordpress - advanced features/options, great search capabilities • Tumblr - low entry barriers, re-blog feature, free domain hosting 2. Platforms • Facebook: the most popular social network • Fan Page - builds community, no limit on fans (unlike friends) • Ability to reach all fans in one shot - mini feed creates viral opportunity • Twitter - lure people to your real content, incredible endorsement power • Flickr - photo-centric, loads of search capabilities, active community continued… 6: choosE your Platform 14
- 15. • Youtube/Viddler - video-centric, Viddler allows earmarking, tags, search • UStream - live video with chat functionality (interactive) • Ping.fm - can be used to update over 30 social networking sites at once • TubeMogul - same thing, but for video networking sites 3. Blog interface • Call-to-action - Subscribe, Follow Me, Become a Fan, etc - encourage users to prolong interaction with your brand, convert a blog visit into more • Share functions - Word of mouth on steroids - empower users to easily distribute content 6: choosE your Platform 15
- 16. • Why is authenticity important for a personal branding in social media? •What costs should new social media entrepreneurs expect to face (both monetary and personal)? 7: KEEP it rEal 16
- 17. authenticity • Social media has increased exposure • People want to connect with real people • Being authentic makes it easier to hustle - no wasting time on trivial and frivolous tasks smart investment • Don’t pay for fancy equipment/services • One exception: web design • Much less personal time - your passion will make it easier to put in the necessary hustle • You come last: invest in your future 7: KEEP it rEal 17
- 18. • While creating content is important, it’s developing the community afterwards where the bulk of one’s time should be invested. What are some methods for creating and growing that community? 8: crEatE community: Digging your intErnEt trEnch 18
- 19. community foundation create Blog first - establish a home Base twitter search • Search for mentions of your topic • Comment on every relevant blog, forum post, tweet, etc Become an expert • Post regularly on other sites in your community • Valuable opinions, not spam, will lead people to your site • Build credibility on and off your site Become sticky • Make sure you have powerful content on your site to hold eyeballs • Give readers call-to-action buttons to follow you and your site 8: crEatE community: Digging your intErnEt trEnch 19
- 20. 1:Care Why would your community care if you don’t? 9: thE BEst marKEting stratEgy, EvEr 20
- 21. • Why is a good design the only thing worth a significant price tag? • What are some important steps to take during the start of a online property venture? 10: maKE thE worlD listEn 21
- 22. Design • Website without a design = Store without a floor plan • A proper user interface is a worthwhile investment step by step • Purchase a .com and .tv domain for your venture • Control your brand name on all platforms • Put out as much quality content as possible, utilize all the different platforms • Keep tabs on discussion revolving around your topic additional steps • Give path to biz dev, even though it’s unlikely that there will be opportunities early on •Don’t jump at first monetizing option, be patient 10: maKE thE worlD listEn 22
- 23. • What are some potential revenue methods for online properties? 11: start monEtizing 23
- 24. monetizing options • Advertising - classy banners, cold call relevant businesses • Speaking Engagements - build credibility, increase exposure • Affiliate Programs - Commission Junction, Amazon • Retail - T-shirts, etc • Articles - approach non-profits, write for their newsletters • Seminars • Books/TV • Consulting 11: start monEtizing 24
- 25. • Willingness to practice “reactionary business” is important for an entrepreneurs’ success. What are some instances where it was necessary? • What are some “reactionary business” methods that can be used to help protect, or advance, personal brand? 12: roll with it 25
- 26. reactionary Business • Nothing ever goes exactly the way you expect it to - Embrace unplanned business and be ready to adapt • Take on negative press head on - Put out the fires • Cristal - Ostracized a large segment of their market • Dominoes - Great reactionary video on YouTube Protect/advance your Brand •Use storytelling - The fact that people can talk about you is a blessing, not a curse - you can talk back by leveraging platforms •Trend-spotting - Not starting trends, but recognizing which ones are important and reacting early. 12: roll with it 26
- 27. • How does the social media industry create “legacy”? • What is the most effective way of developing that legacy? 13: lEgacy is grEatEr than currEncy 27
- 28. legacy • The internet makes everything permanent • Everything is archived, everything is searchable • What you output will be attached to you improve legacy • Respect the power of people • Never know where a conversation can lead you • Make the extra effort, show genuine appreciation, it will be remembered. 13: lEgacy is grEatEr than currEncy 28
- 29. conclusion • Nothing in this book is set in stone • Follow your DNA/trust your instincts Three Simple Rules: 1. Love Your Family 2. Work Hard 3. Pursue Your Passion • Regardless of changes in platforms, these rules never die 14: thE conclusion 29
- 30. CRUSH IT! the book: Copyright © 2009 by Gary Vaynerchuk. Classroom guide by the Vaynermedia team and Alex Mann. E-Book and guide designed by Chris Whitmore. gary vaynerchuk gary has captured attention with his pioneering, multi-faceted approach to personal branding and business. in crush it! why now is the time to cash in on your Passion he shares with business owners how they can boost sales using the internet. he shows audiences how to find their passion, then step by step how to turn it into a flourishing, monetized business. find gary on facebook, twitter and tumblr. find vaynermedia on twitter and facebook. alex J. mann alex is an entrepreneur, writer and consultant for various emerging startups. his most recent venture is an analytics service, which is funded and based out of Berkeley, california. he has previously started ventures in the online dining and travel management sectors. Buy the BooK get more details or buy a copy of gary’s his official blog is located at alexjmann.com, where he writes essays on entrepreneurship, culture and crush it! technology. find alex on facebook, twitter and tumblr. chris whitmore chris designs graphics, videos and photos that make entrepreneurs look good. he has worked with high-traffic bloggers, rising tech startups, and expanding brick-and-mortar shops to help grow businesses through design. chris credits his creative success to finding his passion in design, film, and photo at an early age, seizing it with his whole life, and never letting go. find chris on facebook, twitter, and on chriswhitmore.net. acKnowlEDgmEnts / info