we all talk about Ai and meanwhile the most important AI in the world is sitting right here it's the AI that runs these alos and we completely are dismissing it in my little tiny agency I have 137 people whose full-time job is to look at the analytics both Quant and qual of what the newsfeed is doing for all seven platforms you know how do we do it we look at the Quant and qual data we analyze absolutely everything if you look carefully at this post it's a thumbnail first we're literally looking at the colors of
the word they you then go into it we're paying attention to what the first words are should we be using this new feature notes right is what it's called then I'm looking at the actualized reach then I may look at something and say so this one right here image very clear this one I bet you did well sure enough look at this number the reason I did that is I know right now and my company knows that images are reaching a higher propensity of new users than videos we are doing this fully backwards brother we
have the greatest tools of all time and we're treating it like you know it's like those outages of not knowing how to use a tool like we have we have a Lamborghini and we're using it as like a planting pop creative unlocking all the answers is an unheard of reality for the way we all grew up and right now almost everyone thinks social media is a lesser than medium and it's hurting [Music] them social overall has a staggering amount of actual attention in the consumer landscape collectively the seven most meaningful social networks have more actualized
attention on them than any other medium and it's not even close and then when you talk about advertising the next biggest mediums streaming services television podcast and radio all of their ad formats are disruptive and it's potential reach not actualized reach but because of the way that social is structured you don't know the ads coming because it's the next piece of content and if you have creative excellence in the thumbnail and the first three seconds of that creative you have a shocking opportunity to capture actual consumer attention first capturing their attention whether it's an 18yearold
on Snapchat Spotlight or Tik Tok or a 69y old on LinkedIn or Facebook or yoube shorts which is crushing with 40 to 70 year olds they're all kind of the same game and all very different it's based on Creative Excellence best practices of creative per platform big mistake so many brands in this portfolio are making is they're putting the same video on every platform because they view social as distribution kind of like old media versus understanding that we're in a place now where organic social is the starting point for all marketing let the AI algorithms
that the new newsfeeds are run by give you creative testing and affirmation and then make decisions on media amplification or interpretation so I think it's by being native it's like anything else if you ask me how do you win on Super Bowl which I think is the best ad in marketing from an intention buying standpoint you can't spend $8 million and get 130 million Americans to watch 30 seconds of a video and any other medium so Super Bowl is the best added marketing the problem is if your commercial thinks you just wasted a shitload of
money so creative vulnerability is the biggest issue for everyone here organic social does creative testing at an advancement we've never seen before as an added value to the marketing you do on it you know the way you win is by actually being good at it if this was a different context you asked me Gary how do we all become better basketball players the answer is to practice more and get better at it the way we win here now is to win on relevance at scale one of the big mistakes a lot of brands in this
portfol you're making is they're choosing their consumers Target instead of trying to win on relevance with every consumer because they most of the brands actually have that permission but everyone's stuck in how Brands grow 1991 mentality and still acting as if television is the primary distribution Channel and have completely misunderstood what's actually happening on social this is why so many people lose elections the many politicians continue to do outdoor and television and under invest in Social and get outflanked by their competitor this is why we've seen more upsets in the last 12 years people will
be like no Gary the social discourse has changed I'm like no social media accelerated the social Discord change which is a huge mistake because we're overpaying for the upper funnel distribution and the creative that we're supporting it with brother is vanilla and it's trying to be everything to everybody which means it's nothing to No One meanwhile all the upper funnel activities that everyone's trying to achieve is actually happening in Social energy drink beables you know poppy all these things that are happening upper funnel just means where's the attention television commercials is not where the attention
is people like what about sports Gary people watch sports I'm like they watch sports but they don't watch sports commercials the problem is I actually believe half this room fully understands what I'm saying but the internal reporting doesn't justify the behavior and so they don't do it for the ones that are most close to operating in Social I think you know that three years ago everything changed so the social media I grew up with was more like email marketing get as many people to follow you as possible and a certain percentage of them saw every
single post so I've been doing email marketing since 1996 for wine library.com anybody that buys wine you have to check out this new thing which you should probably replicate for your overall business I a new wine text thing that is insane SMS marketing is starting to emerge so check that out learn from it in 1997 I had 100,000 person email newsletter which was massive at the time that had 91% open rates because marketers hadn't ruined email yet what I just showed you with text is staggeringly working because we haven't fully ruined Commerce SMS yet that
90% open rate email newsletter today is now 30% and we're good at it that's how social worked right like everybody thought I had a head start which I did and it made it hard now every single part of the each of this individual post is based on the creative Excellence of it I have 15 million followers on Tik Tok I've been doing this every single day for 18 years I own the largest agency in the world that does it best and anybody on here can literally who've never been on Tik Tok or been fed in
your life could set up a Tik Tok after this post something they could get more views on that than anything I've done in my career so we are now in a new dawn where the individual piece of creative creates the reach so some of you know this on your social media personally or on the business if you're close enough to this you may post something and it gets 5,000 views and the next one gets 180,000 and the next one gets 19 and the next one gets 49 and the next one gets 8,000 this is going
to lead to a Nirvana of being able to measure creativity that we've all been looking for for 70 years and if you really play it out nobody should ever do an above the- line campaign ever again without the validation of the creative in Social ever again sitting in a boardroom with cupcakes and markers and some magazines to crack it and come up with the idea is like taking a horse on the highway to get to your next location [Music]
