THIS is the Foundation of Every Successful Social Media Strategy! | GaryVee Auto Glass Week Keynote

everything starts organic I'm not guessing if the creative is good I'm letting the AI algorithms show me that it's good the algorithm only works by showing people stuff that they will like like if you go my algorithm right now it's just all Jets football a little bit of wine a little bit of business you know this [ __ ] gotten good you know this all of you are like oh I'm getting rid of Facebook they just showed a watch ad in front of me and I was just talking about it watch it's listening to me

it wasn't listening to you you've been liking and looking at watch content for the lasing week on the platform something that everyone needs to know is social media changed heavy heavy in the last three years for the first 15 years of social it was email marketing get as many people to follow you as possible and then every time you post a certain percentage of those people would see it that's what I was built on got millions of followers percentage build build build in the last three years and this is huge for the people in the

room that have never done this or are just starting that should wildly encouraging I did not have the fortune of being able to say these things for 15 years on stage the fact that tomorrow you can start and outflank everybody in the room is crazy what happened 3 years ago four years ago is Tik Tock came in they used to be called musically if you had a high school daughter it became Tik Tok and it changed the way things were done instead of just posting to your people if you when you post now it could

go anywhere based on people's interest of that content so if you're making content of literally fixing people's windshields installing vinyling vans from a marketing standpoint or protecting paint installing for solar purposes in a building whatever you do in here if you make that content the fact that that will reach People based on how much AI technology these social networks have so you can post have no followers literally most of you I know are probably not sitting with a Tik Tok account that you're pounding with content every single day and you can post and it will

reach people that might have interest of that that is profound that is profound the fact that you can then take a video that does somewhat decent and run 25 or let me say it so I really need you to hear what I'm about to say I'm aw I'm I'm very aware of what the majority of the businesses look like in this room the fact you can post a video about how to or why or why this is good whatever you want to do we can go into that later if it does decent and gets 500

views instead of six cuz you're just starting out so now you know it's a little bit better content than the last one and then you can take that video and post it on Facebook and spend $50 in media to amplify it within a f mile radius of your shop is profound we are living in the best opportunity for small businesses to grow their business through Marketing in the history of marketing in the history of small business $50 50 again I'm trying to remind everybody about the LeBron thing or the people that stood up you have

to get good at this all I'm asking all I'm asking is for 10 hours of research from all of you whether you read books or listen to podcast or you're good at Google or you like chat GPT I don't know how you research I can't read for [ __ ] so I'd never read one of my [ __ ] books others in here love it some love books but they need to do audio some have gotten really into Ai and like chat GPT or perplex I don't care how you do it I just want 10

hours so you know what at least the Baseline of what I know which is pictures and videos on social media all seven platforms for how many people are B2B here going after B2B clients raise your hands LinkedIn LinkedIn today is what Facebook was 12 years ago every one more time how many show hands please everybody who's got their hand up right now's company should post a video or a picture with copy supporting it every day on LinkedIn every day again when I say you need to post on LinkedIn every single day I promise you one

of my favorite things about speaking is watching your [ __ ] faces react to the [ __ ] I say the faces were like wow by working at all times in business there are ways to Market that is a waste of money and there are ways to Market that is so underpriced it will explode your business social media is grossly underpriced completely misunderstood and can completely change your career regardless of what you think about social media it's ruining the world it's [ __ ] up the kids the reality is is as business people your subjective

Judgment of where people's attention is doesn't matter your obligation to build your business is what matters knowing there are people in this room who do not do advertising on social which is disproportionately the driver of you selling more [ __ ] more services more opportunities because of what they think about Tik Tock and China or Twitter and Elon or Facebook and Zuck is why people like me continue to grow ideology of your subjective opinion has no business being in the arena of when you're trying to build your business based on what humans are actually doing

period so what does that all mean it means as we sit here today most of you no matter what you do day-to-day hire people actually doing the physical labor whatever it is you do on your 40 50 60 70 80 hour 90 hour work week that 20% of that time should be made for you as the owner and I don't want to hear this [ __ ] like Gary you don't get it I'm 52 I didn't grow up with this [ __ ] I don't get it well you didn't grow up driving and you figured

that out I am not interested to come all the way where we we're in Orlando I didn't [ __ ] come to Orlando to hear a rumor like this you didn't come to this conference on a Thursday because you're complacent you didn't come here because you're not interested in growing like what are you doing here if you're here at this conference the last thing you should have is an excuse to why you're not doing it you came here because you want to grow every person in this room standing in the back up here left right

every person in this room in my personal humble one man's opinion must allocate many more hours starting on Friday tomorrow to actually learn how pictures and videos and words work on Facebook Twitter LinkedIn YouTube Tik Tok Snapchat so that people call you or email you or direct message you to buy your service there is nothing you can do not Google adwards not door knocking not Billboards not I don't want to hear Gary but I've been in the business for 25 years in my area my word of mouth is awesome that's great it's nice then why

are you here Curious by show of hands who would like to do Less business next year raise your hands that so if you're sitting here saying cool this guy seems interesting this is all fine but I'm not doing the social media thing you asking to do Less business attention eyes and ears is is the only thing that matters you can't tell me how epic your service is or how cool your squeegee is or how rad your services if I don't hear it or see it it is literally like if I was giving this keynote next

door in a room with no one in it we must understand that attention has moved to this device as primary I also need you to understand something else before we get into it what is the ROI the return on investment of a basketball for LeBron James I'll give you the answer billions the return on investment of a basketball for LeBron James is billions of dollars for me negative 50,000 I've had two surgeries on my Meniscus I've not made a [ __ ] penny playing basketball negative 50k maybe more with the time spent on [ __

] having the heal on the meniscus for 7 hours there are many people here actually this is a very important question based on what I'm starting to say raise your hand if you've done some advertising probably on Facebook and Twitter but it didn't really work for your business which makes sense I mean this should be very common raise your hands so these individuals I'm particularly concerned about because they're similar to me with basketball they have spent money and efforts on social media but it has not been particularly good for their business it's because they suck

at it this is important to understand many of the people that stood up said it doesn't work no it doesn't work for you cuz you weren't good enough at it you hired the wrong person you trusted your 23-year-old niece because young kids do it you yourself gave a role but instead of building brand you're just a Salesman and you went right in for the [ __ ] sale and nobody wanted to just reply to that and I can give you the other 7,000 reasons that the people that just stood up did not get return on

investment it's called being good at it before we get into the Q&A and all the stuff I need you to understand the opposite how many people here have made content and done things on social media and it has worked for their business raise your hand actually stand up this is the only thing I'm passionate about today please sit that that Visual and knowing with all due respect because [ __ ] I'm at the tippy top of this game I run an agency today that has 3,000 people in it globally all over the world we're a

$350 million a year business I have tons of other companies that completely run in this currency I got a lot of [ __ ] going on I sit way at the tippy top of this game for the last 20 years and I can tell you right now I could take the rest of this keynote telling you everything I'm doing wrong on social media it's [ __ ] hard I get it but just to remind everybody everything great is hard everybody wants this to be easy when it's the single most important thing of course it's hard

I'm going to say it's slow everything that is actually good is hard so I come here today very focused on this Thursday two things are my focus one to spend as much time on Q&A with all of you right now to go into the details on how to make a picture or a video or spend media dollars on Facebook to get customers on Tik Tok to get I am obsessed to leave with six or seven of you taking something from here and acting on it because I've learned after 15 years most of you will listen

today get it be pumped and then do nothing about it so I'm focused on two things today getting some of the people here to really focus on this marketing that's number two and the number one thing I'm focused on today is getting the hell out of here flying to New York and watching my New York Jets beat the [ __ ] out of the New England Patriots oh it sounds like there's some Patriot fans in that room bandwagon boys the thing that I love coming to stuff like this and this is why I said yes

to it you worked to get here something happens when you build a little something some people start to get a little less forky some people get a little complacent some people start to take their foot off the pedal that's fine I promise you I have no interest in judging your ambition I'm just telling you that if you're not doing it someone else is going to and I need you to know that here's why it seems up front until you start doing it think about anything you've done in your life right uh has anybody here grown

up in a way where like working out and then they finally figured it out and it works for them now just raise your hand I'm one of those people actually for those people remember how hard it was to actually all those years when you're like this sucks I hate it and then it switches I really believe that this was exactly what I'm talking about today with marketing I know a lot of you like don't like the computers or I don't like social or I don't get it but I'm telling you the passion you hear in

my voice is because 8 10 years ago what I was telling you was an opportunity today when I stand in front of you it's a borderline warning private Equity firms are going to come into this industry and buy up a bunch of these companies and consolidate them they will Market 18-year-old Gary's are growing up in families around here and they're going to walk into their mommy and daddy's business and they will Market this is too easy when you understand what I'm saying to not do it it doesn't cost a million dollars I'll say it again

I want you to post I literally want you to make a video and be like I'm [ __ ] Ron this is my [ __ ] this is what we do we love you Ohio yay post it and then if God willing for some reason you were funny or you shirt or it was just your moment or you Ed the right adjective or the right analogy and that video does well I want you to spend $50 to $100 to amplify it with media in a 5 or 10 mile radius of your business that will work

literally if I stop talking now left because my flight had an issue and I have to be at the Jets game and everybody here just did that just made a video every day and posted it on social media YouTube shorts Tik Tok Facebook Instagram with some copy your phone number your email and spent $50 amplifying it in a five or 10 mile radius and the reason I keep saying that because I haven't broken that down is when you post on social it can go anywhere right so if you didn't hear the full context here and

you post and it gets 10 ,000 views but you get no business you're like what happened Gary i' be like well the videos were watched in Kansas Dawn and you're in New Jersey and nobody's coming to your store so these are the levels of details that I'm passionate about this is the opportunity and it is bigger than ever period there's more people on these platforms than ever the ability to never have done it before and break out is finally here because of the what happened on Tik Tok is now everywhere I'm sure a lot of

you whe whether you use social media for business or pleasure realize that the algorithm is different now right you some of you by the way I get 25 DMS a day from people saying oh Gary ve I just saw your video on Instagram I haven't seen you for 6 months I I forgot about you I'm pumped I got to see it I'm like [ __ ] Instagram but the algorithm this is where we're at and so you're seeing that as well and this is actually the opportunity room so there's a ton T of opportunity it's

very real and my main overall concern is that people don't understand it again I'll be honest with you I'm pretty I'm getting pretty close to just going right into Q&A actually they asked me to shoot this cannon I feel like I should do that right how do [ __ ] do this [ __ ] who wants one this is a lot more fun than I thought let me just try this one Canon here we go there we go here we go here we go who wants this [ __ ] yeah oh that was a huge

[ __ ] drop huge [ __ ] drop all right that's it sorry we're down sorry they're just t-shirts all right here we go before I get into Q&A there's other things I want to talk about for example let me give you a for instance that I think this industry has completely wrong when customers give you negative reviews on Google you don't delete them [ __ ] because they screens shoot it and then they call you out for trying to manipulate the market what you do instead is you reply and say hey Ronnie pants 49

sorry about this this doesn't sound like what we thought happened here's my email and my phone number please please call us we would love to solve it me seeing that is a lot more exciting than you deleting it understood there's a lot of devils to the details the top line I want to get away with here is it's kind of like Make Pretend This was a health and fitness thing my top line is hey guys gals if you eat like [ __ ] and you don't exercise and you [ __ ] vape and do all

the wrong things you're going to die earlier eat well and exercise and good things will happen of course I'm aware that a coconut can hit you in the head and you'll die but you'll have a better percentage of that not happening that's what I'm telling you here in 2024 going into 2025 tech companies big companies that are bigger than you we know what we're talking about and the consolidation that is about to happen in this industry and the youngsters that are coming up in these family businesses are going to take your money so let me

ask this question before we go and then we're ready to rock on this Topline thesis before we go into the Devils of the details how many people are planning on retiring in the next 5 years not not cuz you're going to crush it and buy a private jet but because you're old and you're finished raise your hands okay so for the eight of you you could take some level of what I'm talking about with a grain of salt you might be able to hold on by holding your breath and crossing your fingers and doing the

same [ __ ] and just go into [ __ ] fishing and golf but for the rest of you I'm going to say it slow again 5 10 years ago when I talked about all this stuff and all those other books it's all the same [ __ ] it's just tweak to the realities of the world we now live in it was a luxury of growth as I stand with you in Orlando today it is still a luxury of growth but if you don't do it it's about to become the beginning of your demise you

will lose market share some of you already know you have so if we're here let's get serious about the one thing look you have to manage employees and I want to go into that I mean 12 and a half I mean how you build a good culture how do you retain people how do you not have people like build them up and then they start their own business like I would love to talk to you about all the Dynamics you're dealing with but out of all the things do for a living understanding how to do

proper marketing will have the biggest impact on the paycheck you take home period thank you you hired three to four different social media companies yep to handle it for us because we're we know enough to be dangerous but we don't know enough to to really get to the what we need to get to heard we're on our fourth one now and she doesn't push Facebook and she doesn't push Twitter she's all about Google ads which based on what I learn from you it seems like she's probably not the right person well you know what's funny

to her credit Google ads is sales not marketing the reason she's pushing Google ads is she doesn't want you to fire her like you did the last three and you can measure Google ads right so I actually think she's being smart I think this is a game of ant I'm not telling anyone here to stop Google ads in fact if you rewind my talk I told a lot of people that didn't raise their hand to do Google ads but don't be twisted Google ads is not marketing Google ads is selling someone types in I need

to fix my windshield enter you show up that's not marketing that's transacting so I think you know she's not doing social media she's doing digital media if she was doing marketing or you were or if we were in the office right now I would explain to you why YouTube shorts would help your Google AdWords cuz you know if you're this deep in it you know what your CAC is on your conversion on Google AdWords you know that for every $219 you get a customer I know that if you posted a video every day on YouTube

shorts in 6 months that 219 would go down to 113 gotta cool cool and let me finish that story the reason it would go down to 113 is when people decide to buy from Google ads they buy on things they know sometimes it's just convenience the first one sometimes it's a good headline free shipping or whatever but a lot of times it's because they know it the more they know your business the more they will convert the more you put out brand the more people know it that's why I love being out in front because

there's nothing bigger of a brand or more ownable than your face sir what suggestions or ideas or thoughts do you have around on the manufacturing side you know the amplification the enablement things that we can do to help our customer in this room uh you know grow their social prence so let's let's hold on to the mic are you saying that you're interested in actually helping them grow Their audience if they're your exclusive retailers essentially yeah I mean if helping them amplify to the the car owner right I mean the answer is money and strategy

like what can you do you can give them $1,000 a month for media amplification of content that you approve you could oh they they like that you know another thing you can do is you can make content that they can green screen right so a lot of people here are going to ask me in this line but what do I make so but here's the good news a lot of you consume social media content so one of my favorite pieces of content especially for a crew like this is taking a headline from an article and

then just talking over it you guys know what I mean by Green Screen where people talk over like articles in the back you usually see it for politics or pop culture but you could do it for your industry so you can make articles right content with like important headlines that you then email to all the people in this database right and and tell them now green screen over this like this new technology or St so there's a lot of ways you can bring value it comes down to executing against that beautiful intent yeah well if

anybody's interested let's talk who get well I'm interested in a ,000 a month thanks brother I have a question about uh what type of content marketing strategy do you recommend to get in front of general contractors who may not be social media Savvy or get on social media much there's two ways I would think about that first and foremost for sure linkedin's targeting against contractor job descriptions is real now to your point do I think General Contractors especially Solo or small ones are in LinkedIn all day they're not right but you still got to test

it to see number two by far my favorite move on this one I'm going to give you a very very clever move that I think a lot of you should use I think you should Mark it to the children of the contractors you in a video where it says is your dad a general contractor and the opening line is like hey kids is your dad a general contractor he needs to know this because he'll make more money and he'll buy you a new car got it [ __ ] like that so one of the things

that people don't think enough about is marketing to someone who can pass it on to someone thank you thank everybody for being here s you that just want to say you completely changed the way I did business we made 301 on the 8 5000 list just this year so we're on track to do eight figures purely from implementing what you had said sir if you could just repeat that one time slowly so I and go and go a little more detail because very Frank very Frank I just realized that I should sit down and go

home because I know how humans work I'm talking and people are listening however you're of this sure you've been listening to it and you just said eight figures that means $10 million plus I have a funny how many people here would like to do $10 million plus next year raise your hands great so I have a funny feeling if I give you the floor with a little detail that you may be the single reason we get this accomplished which is my goal today which is that just like you just did for me cuz you can

imagine how good that makes me feel I'm predominantly here to get emails or messages on social in three years from people in this room saying you changed everything for me this is epic so break that down what was it or how was it break it down a little bit cuz this is going to be valuable yeah yeah so um probably the instance so just for background we sell websites and SEO to ppf tint and detailing businesses but specifically what Gary said that I had to listen to and just didn't get through my thick head for

a couple years was get in front of a camera and just start being real and educated and serve people right don't sell right again let me give you the single best thing you can do single best video cuz we're going to now play a little bit here that a lot of you can do if the video started with hey do you have a crack windshield let me teach you how not to come to my company and charge you for it and fix it that is the single best ad you can make yeah so when we

come when someone comes to us for a website we will ask them why should we not do a website for you today yes what is what is the reason you really need us can we fix it without us yes um so and and by the way and [ __ ] mean it like what I just told you wasn't there was no so I notice how it got real quiet it was almost like everyone was waiting for like and then what nothing yeah I don't want to sell website they don't really need it period it's real

um so I was hoping you could talk to please these are my customers right yes and thing that worked for me greatly and obviously everything you you have a lot of great knowledge and what worked for me personally was just shutting up getting on camera and teaching and I think what a lot of these people might have is they're not struggling of getting maybe on camera potentially but maybe what to say correct and I was wondering you know let talk about it everybody here would have an unlimited flow of employees for the rest of their

career if they made a video every day teaching the craft literally teaching hey I'm John I've been in this business for 15 years here's my video I'm going to show you how to actually do it so you can start your own business people bro this is church yeah life is [ __ ] Church like you [ __ ] do good [ __ ] for people I have a good good news for you good [ __ ] will happen for you there was something I told my sister not to throw her under her bus cuz she's

my favorite but after you know she's 3 years younger than me this was about 7even years ago so I'm 4 I'm 41 at the time so after about 35 years of us jamming together I finally just was on a call with her one day and I said Liz I was like I got a new concept everything you think just do the reverse and we we reference it a lot cuz it was obviously like a little tongue and cheek but there were certain things she did and it's like actually been meaningful for her life I will

tell you that this moment what I'm trying to tell you if you're getting the energy of the room right now the less selling you do and the more value you do in environments that you thought historically were selling environments will actually get you more money bring value in your content it can be anything by the way there's people that do business with me because I'm a Jets fan there's people that do business with me cuz I like wine there's people that do business with me cuz I [ __ ] with sneakers like you don't have

to just make glass content talk about golf talk about the local you here's a [ __ ] brain twist if you review how many of you have like a really good Deli in the general area that everybody [ __ ] with it's like the best deli in the area raise your hand raise it I just want to see how many for the 11 of you make a video reviewing the [ __ ] Deli hogy of choice post it and watch people in the general area become aware of you click who you are because they're like

yeah I like that sandwich too and like oh he does glass I need a windshield replacement a [ __ ] hogy video will lead to business or hold the hogy while you're tinting and say what's wrong with this picture 100% thank you Gary you're welcome thank you brother congrats I just wanted to ask your advice on what's the best way to deal with someone who trolls you online and spout lies about you and trashes your reputation great question my friends the only people that an active troll who's trashing you trashes your reputation with is people

you don't want to do business with anyway let me start and say it nice and slow for all the people that clapped for that question because I want to take fear out of your body the only people that believe a troll now when I I again prepping for this when I looked at some reviews I got bad news if 37 people are giving you one star you suck in they're not a troll they're right you're a [ __ ] troll fix your [ __ ] [Applause] business that's number one number two I know especially local

business get overly fixated they got like six [ __ ] 68 fours and fives and then they get a one and they're all bent out of sh they're not putting you out of business I told you again what do I do well trolls especially for the first 15 years of my life I don't think of them as trolls I think of them as one of two people one they're actually right and they had bad experience and I need to fix it how about we do that we've gotten lazy and have labeled people trolls instead of

being accountable and fixing our [ __ ] that's number one or number two they're a very sad person they're hurting and they're taking it out on you and so they're trying to tear you down in both scenarios I'm approaching it with compassion sympathy empathy and accountability if people see that you're replying every time saying I'm here this is my email I would like to fix this You' got to give me the details I've never heard about this this is not like us let's talk you will not be hurt so again I need people here to

First be accountable deliver on their intent and if it's God forbid something egregious and the more you grow the more you'll get it honestly and this is just another thing for people that don't want to put themselves out there when people just can I break this down for you could you imagine living a life where you go around the internet and social media and try to talk [ __ ] about people it's a sad life I'm not mad at these people I feel bad for these people so I really think that's the answer we need

to be more accountable first and foremost and second we need to be public in our responses to these negative reviews it will help your business tremendously in fact many people the data is pretty clear to me on this many people actually prefer to work with a business that has a couple of bad reviews and they responded to it than something that's fully five starred because we become so cynical that we don't even [ __ ] believe all the five stars I'm I'm starting to think about putting one star in some of my own [ __

] just to get it I'm serious I'm like why Library I'm like Dad your store sucks like you know like I I'm being serious here there's like a real opportunity for us to be a little more human so that's my answer but but I'm telling you I watched her faces a lot of you deep down know how about being accountable maybe one of your employees did mess up my employees I mess up every day let alone my employees sometimes our companies make mistakes let's own them that would be good for your business [Applause] cool so

when you were talking about putting money into videos I just want to know do you let your videos grow organically first or do you put the money into it right away I do all organic like I said earlier Jackson everything starts organic I'm not guessing anymore like I did for the first 15 years social I'm not guessing if the creative is good I'm letting the AI algorithms show me that it's good the algorithm only works by showing people stuff that they think it will be good for that they will like like if you go my

algorthm right now it's just all [ __ ] Jets football a little bit of wine a little bit of business like these things have you know this [ __ ] has gotten good you know this all of you are like oh [ __ ] I'm getting rid of [ __ ] Facebook they just showed a watch ad in front of me and I was just talking about an watch it's listening to me you guys are all [ __ ] conspiracy theorists it wasn't listening to you you've been [ __ ] liking and looking at watch

content for the last [ __ ] week on the platform so no I do everything now the best practices of the last two three years is everything's organic then if there's an over indexing or virality then it gets media like that gentleman with the linkers hat then I tweak it to make I don't really do for my world I don't do much boosting but for Wine Library I do so we put out wine content if something does well even though it might be a video teaching everybody here why stop drinking [ __ ] Santa Margarita

pagio it's garbage and here's a better Peno ggio but we may add copy to make it more business sales after it does well as organic brand got it thank you that's been a big shift you know what I mean Jackson it's cuz Jackson the other thing just so you know is as you know best Performance Marketing pre iOS 145 they changed the targeting capabilities so now the all varant think of like five different things seeing which one has the best that changed so now building on brand it just will really work I apologize I'm so

sorry bro I have to run thank you my look on some real [ __ ] thank you thank you [Music]