The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.

1. How to Tell Your Story
in a Noisy Social World

2. The incredible brand
awareness and bottom-line
profits achievable through
social media marketing
require hustle, heart,
sincerity, constant
engagement, long-term
commitment, and most of
all, artful and strategic
storytelling.
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

3. The eyeballs
marketers want to
reach, the ones
belonging to people
who make purchasing
decisions and who
have money to spend,
are spending
increasing amounts of
time on social media.
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

4. But….
The strict dividing lines between marketing categories
can no longer exist— they must all be blanketed with
a layer of social. The problem is, most companies,
marketers, and entrepreneurs haven’t gotten the
message, and so they persist in overpaying for
diminishing returns.

5. Even though…
71 percent of people in the United
States are on Facebook, more than a
half billion globally are on Twitter— a
population that includes everyone
from the pope to a parrot named
Rudy, and almost every small
business in America in between—
and almost half of all social network
users check in on these sites at least
once a day, often as soon as they
wake up in the morning.
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

6. Social Media has altered the way people fall in
and out of relationships, stay in touch with
family, and find information.

7. And social media is cannibalizing
digital time
• Social media is no longer
just pulling the audience
away from traditional
marketing; it’s cannibalizing
digital media, too.
– The evidence is clear. Emails, banner
ads, search engine optimization
(SEO)— the power of all these
stalwart digital marketing tactics of
the Internet era is diminishing, with
one exception: when the digital
platform has a social media
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

8. At the same time CMO’s are being held
accountable
CMOs find it difficult to quantify
marketing return on investment
(ROI). Nearly one in five score
themselves as below average in
multichannel attribution,
correlating advertising to sales,
and measuring media buying
effectiveness.
Source: http://www.accenture.com/SiteCollectionDocuments/PDF/AccentureCMO-Insights-Report-PDF.pdf

9. Tight budgets and the lack of a clear online
strategy have marketing executives concerned
about losing business in the digital age. Even
though companies are investing in their online
marketing operations, chief marketing officers
(CMOs) say there is still too big a gap between the
expectations of consumers and the digital
manpower they have available to deliver a
satisfying online experience

10. And digital talent is also an issue
•
•
•
Seven in ten execs (71%) at large
companies and agencies say their
digital marketing teams are
strong in some areas but
mediocre or weak in others,
according to a recent report by
the Online Marketing Institute,
ClickZ, and Kelly Staffing.
Moreover, 21% of executives
surveyed say their employees are
mediocre or weak across all
digital areas.
Only 8% of survey respondents
say their employees are strong in
all areas of digital marketing.

11. How marketing works today
There is no individual six-month campaign; there’s
only the 365-day campaign, during which you
produce new content daily.
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

12. It took thirty-eight years before 50 million people
gained access to radios. It took television thirteen
years to earn an audience that size. It took Instagram
a year and a half.

13. Your story isn’t
powerful enough if
all it does is lead the
horse to water; it has
to inspire the horse
to drink, too. On
social media, the
only story that can
achieve that goal is
one told with native
content.
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

14. Content is king, but context is God. You can put
out good content, but if it ignores the context of
the platform on which it appears, it can still fall
flat.
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

15. Only outstanding content can cut through
the noise..
Brands and small businesses
want to look relevant,
engaged, and authentic,
but when their content is
banal and unimaginative, it
only makes them look lame
and their posts are ignored.
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

16. Maybe that’s why organic social media is
falling short
• In a big shift from the
stance Facebook took a
year ago, when agencies
called out the fact that
posts published by clients
were being seen by fewer
of their fans that marketers
are going to have to pay
for reach on Facebook via
ads.
• Less than 1% of daily active
users are engaging your
content*
Page Lever

17. You can’t just repurpose old material created for
one platform, throw it up on another one, and
then be surprised when everyone yawns in your
face. No one would ever think it was a good idea
to use a print ad for a television commercial, or
confuse a banner ad for a radio spot. Like their
traditional media platform cousins, every social
media platform has its own language.
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

18. Stop thinking about your content as content
Think about it, rather, as micro-content— tiny,
unique nuggets of information, humor,
commentary, or inspiration that you reimagine
every day, even every hour, as you respond to
today’s culture, conversations, and current events
in real time in a platform’s native language and
format.
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

19. Make it simple.
Make it memorable.
Make it inviting to look at.
Make it fun to read.
Gary
Vaynerchuk,
Jab,
Jab,
Jab,
Right
Hook:
How
to
Tell
Your
Story
in
a
Noisy
Social
World
HarperCollins.
Kindle
EdiEon

20. Starbucks gets social media…
• Starbucks became popular by establishing
human connections with its customers.
• The company’s Facebook page has more
than 54 million fans
• Employees of Starbucks are passionate
about its products.
• Establishing trust is the first step in
building and sustaining deeper customer
relationships.
• Actively seek customers’ input, in person
and through social media.
• “Being a humane and responsible
company is good for business.”

21. Your job as a marketer is not just about selling
more product (though that’s a priority, and don’t
forget it), but increasingly about making sure that
you are first to market as often as possible in
terms of timing, the quality of your micro-content,
and the originality with which you respond to the
world around you. This is true no matter what
platform you work with, from Twitter to Facebook,
from Instagram to Pinterest.

22. Key ideas…
1. Today social media has to be integrated into
your marketing 365 days a year.
2. Don’t use social media to broadcast; rather, use
it to talk to people one on one.
3. Give your brand a “human voice”.
4. Give people a reason to listen to you.
5. Micro-Content + Community Management =
Effective Social Media Marketing.

23. About me…
• Marketing Contrarian and author of
New Media and Marketing.com.
• Consultant in online marketing located in Boston area.
• Broad consumer based digital marketing background.
• The force behind a great company has to be more than
the pride of one person; it has to be the pride of
everyone who works for the company.
• 2. You can’t make people work for money alone – you
starve their souls when you try it, and you can starve a
company to death the same way.
• http: