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Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World Hardcover – November 26, 2013
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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. A mash-up of the best elements of Crush It! and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works.
When managers and marketers outline their social media strategies, they plan for the “right hook”—their next sale or campaign that’s going to knock out the competition. Even companies committed to jabbing—patiently engaging with customers to build the relationships crucial to successful social media campaigns—want to land the punch that will take down their opponent or their customer’s resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don’t.
Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It’s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices—content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.
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 one of the world’s leading marketing experts, a New York Times bestselling author, and the chairman of VaynerX, a modern day communications company and the active CEO of VaynerMedia, a contemporary global creative and media agency built to drive business outcomes for their partners. He is a highly popular public speaker, and a prolific investor with investments in companies such as Facebook, Twitter, Tumblr, Venmo, Coinbase, Slack, and Uber. Gary is a board/advisory member of Bojangles’ Restaurants, MikMak, Pencils of Promise, and is a longtime Well Member of Charity:Water. He’s also an avid sports card investor and collector. He lives in New York City.
- Publisher : Harper Business; 1st edition (November 26, 2013)
- Language : English
- Hardcover : 224 pages
- ISBN-10 : 006227306X
- ISBN-13 : 978-0062273062
- Item Weight : 1.8 pounds
- Dimensions : 0.9 x 7.7 x 9.2 inches
- Best Sellers Rank: #27,475 in Books (See Top 100 in Books)
- Customer Reviews:
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Reviewed in the United States on December 26, 2013
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If there is one phrase that sums up the collective approach of Gary Vaynerchuck’s book Jab, Jab, Jab, Right hook (JJJRH) it is the title of chapter 10. While Gary spends most of the book walking the reader through strategies to effectively market a brand, using platforms that already exist. The underlying theme though, emphasizes staying relevant and authentic. He challenges the reader to look into the future and adapt to our changing social landscape on a moment’s notice.
Before I delve deeper let me put a few things into context for you so you’re aware of the biases, shortcomings and ideals that are influencing my views on this book. First and foremost I love change. I like being challenged, uncomfortable and even frustrated. I firmly believe in learning through experiences and that means throwing myself into the midst of conflict and change regularly.
Knowing that, and that I work for a small company who is slowly sticking our toe into the ocean of social media, it shouldn’t surprise anyone that I’m a fan of this book.
If you were to take account of the books in my personal library (a small collection) you’d be hard pressed to find a work of fiction. From my later teen years through my entire adult life, fiction has held no charms for me. Memoirs, military studies, theological assessments and bibles dominate the only bookshelf in our home. I have on occasion picked though a self help book, or a “Top Ten Ways To Improve ‘X’…” I also have a small pile of old college text books in a box buried in a closet somewhere…
“Where does it fall?”
As I browse my own collection and mentally walk the halls of libraries I’ve spent time in, I find it somewhat difficult to classify JJJRH. The book reads like an opinion column in the local paper. The chapters are divided by theme like my old psychology text book, and the real world case studies are picked apart like a historical assessment of military action. This description may give the impression of disorganization or chaos, but the flow isn’t disrupted. Each chapter addresses a new platform or concept accompanied by real world examples.
As I made my way through each chapter I took a day or two to reflect before moving on. In all reality Gary could have published each chapter as an individual class/pamphlet/ebook etc. Knowing this attempting to digest this entire work in one sitting is not advised. For my needs it’s become a textbook of sorts. I reference specific chapters and topics as needed and occasionally reread bigger concepts when I feel the urge.
As a reader of historical and biographical works this book didn’t ‘engage’ me and I found it easy to put down, I’ve often wondered if it was meant that way. Not being an avid reader of works like this (I’m more prone to read industry articles and blogs) I can’t say whether it bucks any norms or trends, but knowing Gary’s persona I’m guessing in some ways it does.
“Highs & Lows”
A colleague asked what my favorite aspect of the book was. She was surprised when I didn’t reference a specific chapter or paragraph. For me it all comes down to style. Gary writes like he talks… blunt, easy to understand and at times, in your face! He has mastered the art of being himself without any apologies. His no-nonsense, plain English approach to topics that can be intimidating to those who aren’t “computer or social media savvy” gives the reader confidence and leaves little to question.
On the flip side I was a little disappointed that there wasn’t MORE content. None of the chapters lacked real world examples, but I repeatedly asked myself “is this it?” Is it really this simple? The chapter that outlined Facebook was by far the most in-depth, but the pages given to Instagram and Twitter lacked the thoroughness I thought I needed. That said my lack of knowledge on these subjects may have given way to unrealistic expectations.
“The Final Assessment”
If you’re new to social media (especially from a business perspective) Gary lays out a strong foundation and plenty of examples. I’m hard pressed to truly rate the content of the book until I have had time to put it to use. Until then though, Gary has given me an “Encyclopedia Social Media” that I’ll reference almost daily.
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.
Top reviews from other countries
Gary, takes you through how brands and marketers need to act with such buyer dysfunction. He also takes you through case studies of the various social networks with examples of good and bad practice.
If social media is new you or you company, this is worth a read, but 5 years on, needs a revamp.