Gary Vaynerchuk emphasizes the importance of community management over merely focusing on content marketing, arguing that human connection is vital for long-term business success. He presents compelling statistics demonstrating that investing in customer relationships leads to higher profits and customer retention. Vaynerchuk encourages businesses to prioritize authentic interactions and surprise to strengthen their brand and foster loyalty.

1. NOW WITH
57% MORE
NUMBERS!

2. GARY VAYNERCHUK
I want to preface this deck by saying
that numbers aren’t usually
the way I choose to storytell.

3. GARY VAYNERCHUK
In fact, there have been a few
instances in which I’ve had stats used
against me because I wasn’t
up on the details.

4. GARY VAYNERCHUK
In fact, there have been a few
instances in which I’ve had stats used
against me because I wasn’t
up on the details.
Not this time.

5. GARY VAYNERCHUK
In fact, there have been a few
instances in which I’ve had stats used
against me because I wasn’t
up on the details.
This time I have all the stats.*
*Or at least the stats that mean something to all
my corporate pals out there.

6. GARY VAYNERCHUK
And I’m going to smash you all in the
teeth with them.

7. GARY VAYNERCHUK
So when you see green text like this...

8. GARY VAYNERCHUK
So when you see green text like this...click it.

9. GARY VAYNERCHUK
It’s numbers.

10. GARY VAYNERCHUK
It’s numbers.Numbers for your teeth.

11. GARY VAYNERCHUK
OK, let’s get on with it.

12. GARY VAYNERCHUK
You all know how I feel about
community management.

13. GARY VAYNERCHUK
And I know how you* feel about
community management.
*Google search frequency
for “community management”

14. GARY VAYNERCHUK
And I know how you feel about
community management.
You’re not as interested as
you used to be.

15. GARY VAYNERCHUK
Because a lot of people are saying
(and have always been saying)
“Content is King.”

16. GARY VAYNERCHUK
Because a lot of people are saying
(and have always been saying)
“Content is King.”
And not just me... ;)

17. GARY VAYNERCHUK
Because a lot of people are saying
(and have always been saying)
“Content is King.”
87%
of Effie Worldwide/Forbes CMO
Network Marketing Industry Survey
repondents said that content
marketing initiatives met or exceeded
ROI expectations.
[ http://www.forbes.com/sites/
jenniferrooney/2014/04/16/annual-effies-survey-
content-is-king/ ]

18. GARY VAYNERCHUK
But losing sight of community
management is a mistake.

19. But losing sight of Community
Management is a mistake.A big mistake.
GARY VAYNERCHUK

20. GARY VAYNERCHUK
Because community management
isn’t just about answering questions.

21. GARY VAYNERCHUK
Because community management
isn’t just about answering questions.It’s about human connection.

22. GARY VAYNERCHUK
And human connection matters!

23. GARY VAYNERCHUK
And human connection matters!#NoShit

24. GARY VAYNERCHUK
Not just because it works for me,

25. GARY VAYNERCHUK
Not just because it works for me,which it has...

26. GARY VAYNERCHUK
Not just because it works for me,but because it can work for you.

27. GARY VAYNERCHUK
So let me say it clearly:

28. GARY VAYNERCHUK
So let me say it clearly:
there is a huge opportunity to
go big in community management!

29. GARY VAYNERCHUK
So let me say it clearly:
there is a huge opportunity to
go big in community management!
human connection!

30. GARY VAYNERCHUK
The problem is people don’t listen.

31. GARY VAYNERCHUK
The problem is people don’t listen
because it’s just Gary talking
(you know how I love to talk)

32. GARY VAYNERCHUK
or because there is too much pressure
for short term success.

33. GARY VAYNERCHUK
or because there is too much pressure
for short term success.
63%
of board members said the pressure
to generate strong short-term results
had increased over the
previous five years.
[ http://hbr.org/2014/01/focusing-capital-on-the-long-
term/ar/1 ]

34. GARY VAYNERCHUK
Way too much pressure...

35. GARY VAYNERCHUK
Way too much pressure...
79%
of the same people felt especially
pressured to demonstrate strong
financial performance over a period of
just two years or less.
[ http://hbr.org/2014/01/focusing-capital-on-the-long-
term/ar/1 ]

36. GARY VAYNERCHUK
In reality, while everyone is focusing
on the short game, the opportunity is
in the long game.

37. GARY VAYNERCHUK
In reality, while everyone is focusing
on the short game, the opportunity is
for the long game.
Increasing your customer retention rate
by 5% can increase your profits
by up to 95% over the long term.
[ http://hbswk.hbs.edu/archive/1590.html ]

38. GARY VAYNERCHUK
So how do you win the long game?

39. GARY VAYNERCHUK
So how do you win the long game?How do you keep customers?

40. GARY VAYNERCHUK
“Good customer service,”

41. GARY VAYNERCHUK
“Good customer service,”you think.

42. GARY VAYNERCHUK
“Good customer service,”
But good isn’t as good
as it used to be.

43. GARY VAYNERCHUK
“Good customer service,”
An “average” customer experience
performs 5-10% below benchmark
in key measures.
Key Measures
• Likelihood to remain/renew
• To buy another product
• To recommend
-
5-10%
average
[ http://www.mckinseyonmarketingandsales.com/for-
customer-loyalty-only-the-best-will-do ]

44. GARY VAYNERCHUK
“Good customer service,”
Improving to a “wow” experience
performs 30-50% more.
Key Measures
• Likelihood to remain/renew
• To buy another product
• To recommend
-
5-10%
+
30-50%
average
wow
[ http://www.mckinseyonmarketingandsales.com/for-
customer-loyalty-only-the-best-will-do ]

45. GARY VAYNERCHUK
“Good customer service,”You need to be great.

46. GARY VAYNERCHUK
The good news: Greatness is more
achievable than ever before.

47. GARY VAYNERCHUK
The good news: Greatness is more
achievable than ever before.
[ http://www.nytimes.com/2008/11/20/technology/... ]
3/4
of customers said they’d pick a vendor
based on free-shipping alone.

48. GARY VAYNERCHUK
So don’t invest your time and money
in community management that’s just
“good enough.”

49. GARY VAYNERCHUK
Go BIG,

50. GARY VAYNERCHUK
Go BIG,go personal,

51. GARY VAYNERCHUK
Go BIG,Do it like Rickey Henderson.
[ https://www.linkedin.com/today/post/
article/20140120152748-10486099-the-rickey-
henderson-effect ]

52. GARY VAYNERCHUK
Go BIG,
At my first Yankees game, leftfielder
Rickey Henderson winked at me.
From that moment on, he had
a fan for life. It was huge.

53. GARY VAYNERCHUK
That story isn’t some one-off
occurence, it’s human nature.

54. GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.

55. GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.Surprise is addicting.
[ http://www.ccnl.emory.edu/Publicity/
MSNBC.HTM ]

56. GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.
Surprise helps create much
stronger memories.
[ http://wamc.org/post/dr-wael-asaad-brown-university-
surprise-and-memory-formation ]

57. GARY VAYNERCHUK
Something happens when you are
caught off guard like I was.
Surprise is more satisfying
than stability.
[ http://www.nytimes.com/2012/12/02/opinion/sunday/
new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]

58. GARY VAYNERCHUK
Surprising people will
build human connections
for your brand.

59. GARY VAYNERCHUK
Surprising people will
build human connections
for your brand.
“Surprise is Still the Most Powerful
Marketing Tool”
[ http://www.nytimes.com/2012/12/02/opinion/sunday/
new-love-a-short-shelf-life.html?pagewanted=all&_r=4& ]

60. GARY VAYNERCHUK
I’m not trying to be romantic
about this.

61. GARY VAYNERCHUK
Don’t do this to be “nice.”

62. GARY VAYNERCHUK
Don’t do this to be “nice.”Do it because it matters.

63. GARY VAYNERCHUK
When you do a favor for someone -
even a small one, they will return it.

64. GARY VAYNERCHUK
When you do a favor for someone -
even a small one, they will return it.
and possibly give back
more than you gave them.
[ http://www.scu.edu/cas/psychology/faculty/upload/
Burger-et-al-SI-2009.pdf ]

65. GARY VAYNERCHUK
I know what you’re thinking.

66. GARY VAYNERCHUK
I know what you’re thinking.“I can’t do this for everyone!”

67. GARY VAYNERCHUK
And you’re right.

68. GARY VAYNERCHUK
And you’re right.You can’t.

69. GARY VAYNERCHUK
Thing is, you don’t have to.

70. GARY VAYNERCHUK
The emotional high of getting an
unexpected personal response
sticks with people.

71. GARY VAYNERCHUK
That feeling doesn’t go away.

72. GARY VAYNERCHUK
That feeling doesn’t go away.Interactions make people more
resistant to unfollow you.
[ http://www.ncbi.nlm.nih.gov/pmc/articles/
PMC1333219/ ]

73. GARY VAYNERCHUK
“I can’t do this for everyone!”
=
“I shouldn’t do this for anyone.”

74. GARY VAYNERCHUK
Now one more time for everyone
in the back...

75. GARY VAYNERCHUK
Now one more time for everyone
in the back...
“I can’t do this for everyone!”
=
“I shouldn’t do this for anyone.”

76. GARY VAYNERCHUK
Do it.
Focus on depth, not width.

77. GARY VAYNERCHUK
And solidify the connections
you have with your customers.

78. GARY VAYNERCHUK
And solidify the connection your
customers have with you.
80%
of your company’s future revenue will
come from just 20% of your
existing customers.
[ http://www.forbes.com/sites/
alexlawrence/2012/11/01/five-customer-retention-
tips-for-entrepreneurs/ ]

79. GARY VAYNERCHUK
If you do this, a funny
thing will happen.

80. GARY VAYNERCHUK
You won’t just strengthen your current
customers, you’ll get new ones.

81. GARY VAYNERCHUK
Because people talk.

82. Because people talk.
GARY VAYNERCHUK

83. GARY VAYNERCHUK
Because people talk.
20 - 50%
of all purchasing decisions are made
based on word of mouth.
[ http://www.mckinsey.com/insights/marketing_
sales/a_new_way_to_measure_word-of-mouth_
marketing ]

84. GARY VAYNERCHUK
And talking now is louder than
it’s ever been.

85. GARY VAYNERCHUK
And talking now is louder than
it’s ever been.
77%
of customers are more likely to buy a
new product when learning about it
from friends or family.
[ http://www.nielsen.com/us/en/insights/news/2013/
a-multi-mix-media-approach-drives-new-product-
awareness.html ]

86. GARY VAYNERCHUK
I get it, it’s hard to be the company
that goes against the pressure of
short-term profits.

87. GARY VAYNERCHUK
But betting on the human side of
business works.

88. GARY VAYNERCHUK
It’s how I’ve built my businesses...

89. GARY VAYNERCHUK
It’s how I’ve built my businesses.and how I’ve scaled them.

90. GARY VAYNERCHUK
So don’t be afraid to invest in
human connections.

91. GARY VAYNERCHUK
It pays off.

92. GARY VAYNERCHUK
It pays off.
The stock price of the top 10
companies of Forrester Research’s
Customer Experience Index gained
22.5% between 2006 and 2010.
S&P 500 lost 1.3% over
the same period.
[http://www.avaya.com/usa/campaign/magazine/2013/
cem/what-is-customer-lifetime-value.html ]

93. GARY VAYNERCHUK
It pays off.
I promise.

94. GARY VAYNERCHUK
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