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Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World Hardcover – November 26, 2013
"Rebound" by Kwame Alexander
Don't miss best-selling author Kwame Alexander's "Rebound," a new companion novel to his Newbery Award-winner, "The Crossover,"" illustrated with striking graphic novel panels. Pre-order today
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From the Back Cover
New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition.
When managers, marketers, and small business owners outline their social media strategies, they plan for the "right hook"—their next campaign that will produce profits. Even companies committed to "jabbing"—creating content for consumers and engaging with customers to build relationships—still desperately want to land the powerful, bruising swing that will knock out their opponents or their customers' resistance in one tooth-shattering, killer blow. Right hooks, after all, convert traffic to sales. They easily show results and return on investment. Except when they don't.
In the same passionate, streetwise style his readers have come to expect, Vaynerchuk is on a mission to strengthen marketers' right hooks by changing the way they fight to make their consumers happy, and ultimately to compete. Thanks to the massive change in and proliferation of social media platforms in the last four years, the winning combination of jabs and right hooks is different now. Communication is still key, but context matters more than ever. It's not just about developing high-quality content; it's also about developing high-quality content that's perfectly adapted to specific social media platforms and mobile devices. It's about truly engaging with customers, not by shouting at them over social media but by using new narrative forms particular to each different media platform—especially, though not exclusively, Facebook, Instagram, Pinterest, Twitter, and Tumblr. Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really work.
About the Author
Gary Vaynerchuk is chairman and CEO of VaynerX, a $150-million-plus media holding agency that includes VaynerMedia and PureWow. He is one of the world’s leading marketing experts and a four-time New York Times bestselling author. After growing his family wine business from a $4 million to a $60 million busines, he developed and now runs VaynerMedia, one of the world’s hottest digital agencies. Gary is also a prolific angel investor and venture capitalist, investing in companies including Snapchat, Facebook, Twitter, Uber, and Venmo, and cofounding the Vayner/RSE fund, among many other enterprises. He lives in New York City.
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I tell you this because "social media" for me is like Christian Wednesday nights to my Jewish friend---just as much a mystery. Amazon is all I know. Does that count? He talks in his book about people not just listening to tv ads, but also going in search of more. DEFINITELY TRUE FOR ME: I come here and read reviews and now ask questions of other users. Jeff gets kudos for that application.
I guess there are huge things he does in this book that seem a little off:
1) He is soooo into social media, he says, "everyone gets it---social media is everywhere."
Nope, I wanted the book expecting him to bring on what is what. Maybe I am in the 1%. So, I will give him a pass on not doing more in the 101 department.
2)This is the really odd part...he talks about the need for this 3rd book in his series because what eluded him earler was the importance of content. His jab, jab is making contact with the customer, but he says people were getting the message, but yawning and moving on.
I mean, everyone in sales knows you tailor your content to your audience. Maybe it is a good reminder, but seriously, in the third book!
3) And he goes on to say that the way the content is delivered is also very important. Since, I am still in the marketing stoneage, I was all for getting up to speed on this front. He chooses what he feels are the major platforms (facebook, twitter, pinterest, instagram, tumblr) and gives examples of the good and the bad. I actually think this is a pretty good idea. My copy is black and white which made the whole thing a HUGE YAWN, but I have a review copy, so maybe the real one is in color. IF NOT, I definitely wouldn't get this book.
4)The boxing analogy goes from great to Really Old by page 4. Look, I want information fast, don't slow me down by going on and on with this is a jab and this is a knock out. Spit it out.
5) A LOT of his assumptions are just wrong. He says you need a 365 day plan for your product. You need to engage the customer ( jab, jab from his earler books). It depends on the product. I rent films after seeing a commercial a couple of times. I will try to get a review, but even then there is a law of diminishing returns...in other words, I am spending a dollar roughly and I often disagree with film reviews, so I just go get the film. And, surprisingly, I give actors chance after chance after chance to get it right...sometimes they finally do, and I am only out a dollar. So, despite how bad the earlier jabs are, they get me, but not for much.
I also get the feeling that he clings to the idea of social media assumptions--- that answering every question and interacting with fans is essential. (He must realize the idea behind this book nullifies that assumption since he admits the social media world has become soooo noisy, content and delivery are everything).
Amazon is forever getting me to agree to something...I like fashion, so I accepted emails from one of these places...and very quickly realized I did not want to wade through all those emails and cancelled on that. On the other hand, I have never, ever read a SusanElzPhillips tweet, never seen her website or sent her a message, but I will read her books. I like them. I don't need constant contact with her---do not want it. JUST DELIVER A GREAT BOOK! There are other authors who are forever sending me emails---it's a waste of time. I don't like what they do, no amount of jabs and hooks and prancing about the ring with all the moves in the world will net a knock out (a sale---I am prepping you here for how the book reads).
6) I would have liked a high level discussion on what is good for what types of product. Personally, tweeting can just go so wrong. You don't want to be blurting out your every thought...unless you do. Like Cee Lo, he just has such a sweet heart, and the ones I have seen of his ( very few, mind you) were endearing.
I'm giving this a 3 star not because of the material or the book itself but because in my opinion, this book should never have been offered in a Kindle version. I feel ripped off, like I was sold something that's defective but now stuck with it. Apparently, I could have returned it if I had given up sooner...return period is 7 days for an ebook. If you buy a Kindle book, check it out immediately to make sure the book translates well in that format. Don't keep trying to make it work like I did because the clock is ticking.
I was working with computers in the days of Ohio Scientific, Interact, Commodore PET, Apple IIe, etc...
I was also using Q-link before it became AOL and was something like AOL's 1,000th member in the days of Compuserve and Prodigy.
I was designing HTML web sites in 1992, etc..
I have also had success in business over the years with companies that have grown from $0.0 at start up to several million years later.
Having said that - the current Social Media is not something I participate much in.
Thus I felt the need for a book to better understand how the "modern masses think and view things" since it is so different than the way I use modern technology.
On a personal note, I have tried Twitter and other social media.
Of all these, I only remained involved with Facebook.
But even then, it is something I don't use regularly-- and at times forget about even checking it for weeks on end.
I am one of those people who find modern social media to be a double edged sword.
Yes, it allows anybody to have a voice.
BUT ... in doing so, it means we have billions of voices all clamoring for attention and creating nothing more than human static.
I personally found Twitter and these popular media sites to be 99% a waste of time and perhaps among the cacophony of useless gibberish, the occasional 1% of meaningful content.
We seem to be living in many parallel universes today.
This differs from the past.
In the past with everybody on the same basic medias, everybody knew about everything even if they did not like it.
My grandparents for example knew who Black Sabbath was 30 years ago-- even if they have no interest or like for them.
Today it is bizarre.
It is hard to reach people unless you "laser focus" to their interests.
Everybody tailors their world to their tastes, as a result a $300 million Hollywood movie and come and go and a large percentage of our society will never even know it existed ----- even if the studio claims to have spent $30 million on marketing.
This would never have happened 30 years ago.
Speaking with all my friends, family, business associates --- virtually NONE of them use Twitter, Facebook,or the other social media mentioned in this book.
HOWEVER --- that does not mean social media is not important.
It IS important to understand if one wants to reach the people for whom these outlets are important.
In other worlds, the marketing techniques used in this book are vital to reaching those people who live and breathe social media.
Likewise, they would be ineffective in reaching me personally as a consumer or almost everybody I know.
I think people who are really absorbed by Twitter, Facebook, etc and use it daily fall prey to placing far too much value on it.
Likewise, I think the people who don't waste their time on it and feel it is just useless gibberish of cute cat photos and "what I ate for breakfast" are dismissing it too easily.
Truth and reality is someplace in the middle.
It is the same as we see for the earlier mentioned Hollywood movies.
They will claim they spent $30 million promoting a film - yet I nor anybody I know ever heard about it even after it has made $300 million?
How can that be?
Well if you look at WHERE they spend that $$, they are aiming for "the common man" -- meaning they run trailers on the 3 networks during Duck Dynasty, Dancing with the Stars, How I Met Your Mother, etc..
But for example, I watch NONE of those shows.
I am over at ID, History, AMC, Food Network and Netflix
Thus, I never see that "heavy promotion" as I would have 30 years ago.
Yes I am on the computer 5 hours per day , Yes, I watch 3-4 hours of TV per night ---- but NO, the marketing people and the social Media people are not finding myself or anybody I know with the techniques they are using.
People I know are visiting FORUMS that specialize in their topics of interest.
They are not Tweeting, etc..
I only relate this personal perspective as it pertains to the review of Gary's book.
I confess it was referred to me.
I never heard of Gary's reputation before.
I never knew about his wine company.
I had never seen any of the examples and case studies shown in the book.
And "famous marketing examples" like the Oreo / Super Bowl example ----- I had never heard about that either.
In fact, I confess I had never even heard of half these social media sites despite their claims of having hundreds of millions of users. (instagram ? pinterest? Huh ?? )
My wife, friends, family, business contacts, folks I randomly asked at the gym, ........ were more clueless than me.
Bottom line - I can't find all these people that are so absorbed with the modern social media
WHERE ARE THEY ?
Where are these millions and billions of people -- I cant find them !
Again -- the parallel universes we live in today.
For people who sleep, eat and breathe Twitter, Facebook, Tumbler (and others) , they can't fathom how a person can't be "in the know" on all this stuff.
They think one must live in a cave to not be hooked in on all this media.
By contrast, those other people are asking .... "Why the heck do you waste so much time and feel it is important to know what people are eating for breakfast, if they are happy or not, if they think it is too cold, etc.... "
"Stop wasting your time on human static and gibberish and do something productive"
Gary's book I can see is very good because it teaches by example.
Always in my mind the best way to demonstrate a point -- then people can embellish on that concept and master the technique in their own way.
For me personally, I realize that although something may not be of much personal value to you --- as a business person you can't limit yourself to viewing the world thru your own eyes -- you must be able to technically master a phenomenon even if you don't really agree with it.
Perfect analogy - I do not understand the success of Reality TV.
DUCK DYNASTY, HONEY BOO BOO, etc...
Sorry to offend anybody, but this stuff is crap....... garbage ...... trash.
I would never watch it, have no interest in it, and don't know anybody who likes it.
BUT ........ it IS successful .... which means somebody likes it.
Thus if you were a TV executive, you would need to analyze WHY the show is a success so you could EMULATE that formula for your own purposes --- even if you privately shake your head in disbelief and wonder if humanity is really dumbing down that badly.
I think it is important to understand --- Social Media is important.
It is most important for reaching those people who thrive on it.
In that regard, Gary's book is a valuable tool to help demonstrate what those people want to see -- and what they react to.
But on the other hand, time may prove me wrong, but I expect to see a future implosion of these sites and NOT an explosion or expansion.
I read the reports that many of these sites have inflated their memberships, many are losing member numbers (not growing) and the signs of "pump and dump" stock price manipulation is painted in red letters all over most of these companies.
Facebook is a prime example.
Talk about lucky --they were WAY overpaid and overvalued for what this web site is really worth.
The kid walks off with billion of dollars based on a company with a value that is 95% speculation-based.
The point being, I think Social Media is an important tool to have in the tool box -- but marketers should not fall prey of overstating its importance.
Yes - it is very important today -- but it is NOT the end all and be all for reaching consumers.
A vast and massive percentage of people do NOT spend time on these sites and thus can not be reached this way.
Those people are in topic related FORUMS, subscribing to magazines that relate to their hobbies, etc.....
They are focused and efficient with their time.
But they do not use the popular "time wasting and addictive" social media that has become like a drug for many,
So a variety of marketing approaches will still be needed by the modern business person.
This book provides a guideline for using one or two of the important tools in the box.
They say the problem with salesmen is eventually they begin ti believe their own hype and pitch.
A person living inside social media may fool themselves into thinking it is "everything" and it reaches "everybody".
NO ..... it reaches those people who live and think the same way only.
That is indeed a large number today -- but not all encompassing.
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