The State of the Union Of Marketing in 2020: Volume of Content | Ericsson Keynote

The State of the Union Of Marketing in 2020: Volume of Content | Ericsson Keynote

I believe this organization should be putting out somewhere in the ballpark of two to five thousand pieces of content across seven to ten channels on the Internet a day to achieve the business goals and ambitions that it has globally [Applause] I'm super excited to be here it's it's super flattering I especially as somebody who loves to actually do public speaking I've come to realize you know this is so much more of a fun setting for me mainly because of interaction so I'm going to talk a little bit about a couple things that I think will bring the most value to the people in the room and very honestly then I want to get into as much Q&A as possible so so many of the things that I believe are you know going on and could impact an iconic very large scale business like this is widely available on YouTube or LinkedIn and so I want to be a little bit more specific or nuanced I think to set up the framework because I'm gonna assume most people don't know me or where I stand on this I I believe that the enormous technology advances that I'm sure especially a company like this understands and then the nuance is underneath that infrastructure I think that the collective in this room including myself grossly underestimate what it all actually means and because it's so big it's so heavy it's so transformative if you just think about and kind of looking around the room here a lot of people gonna be able to do this if you truly spent a half a day with yourself over you know a nice walk or a bottle wine or however you like decompress and think about what has happened in technology advances just in the last 20 years it gets quite scary you know obviously you guys do a great job physically showing that with mobile devices and the progression but just the whole nut everything I believe in the which and my passion is how communication basically dictates everything we do right I was born in this Soviet Union and so I grew up in a was born in a place of communism and then I was able to immigrate to the US a place of capitalism and and media in a very different point of view and I think in a lot of ways I was very in hindsight taken aback by that or think about that I constantly think about why when there is a coup in a country do they go to the newspaper and radio and television station first before they even go to the palace and it's because it's the punchline the the thing that has the control is communication and I think as a matter of fact this argument this debate this passion I've had for the last 15 years has become much more obvious to people as the political landscape has changed across the globe very much on the back of the modern technology revolution when it comes to communication and for me where I get really excited as a businessperson is when I'm met with the best products or services that are not necessarily winning the game that they're up to completely and utterly on the back of brand perception or execution of communication at this moment and so I couldn't imagine for example and not knowing everybody's business units or what you work on but every time I go to a remarkable company inevitably there's a high percentage of people in the room that are working on something where they are disproportionally the leader in quality but the business results are not matching that product or service completely and utterly predicated on either a you know being way too much of a sales organization and not a marketing brand organization or be not even thinking about how the actual decision maker is being affected to make a decision and where can we reach them and how and what have you and so for me stumbling into the talent the natural talent that that very nice bio what I realized from having and this might sound very interesting and it took me a long time to realize it the reason I had eight lemonade stands and I did the reason I had eight lemonade stands as a child which is absurd and very unique is on a stage like this actually five years ago I'm giving the story I used to give my bio more and I actually remembered for the first time why was I doing that because I was starting to get a little bit upset with myself was I lazy and just one of my friends to work but what I was actually doing as a six year old kid as a six year old child I was walking the 1980s and America was much more safe so I was walking about in the neighborhood and I was looking at the cars driving and trying to figure out where to put my lemonade stand sign on which tree or which post of a sign and basically 37 years later right here right now I'm still doing the same thing I've been chasing the attention of human beings to figure out where they're paying attention and then I spend the rest of my time trying to make a sign that's gonna make them stop and buy my lemonade and I very successfully did that for my father's business on the back of modern communication technology advances the reason I was able to build a small wine shop into a national player in no time with no venture capital nope not even a credit line working with my own small capital three million dollar business doing 10% gross profit to build that 260 million with no cash infusion in five years takes one move a remarkable ability to make every penny work like a dollar in acquiring customers how did I do that I did that with email marketing and Google AdWords because that was the enormous arbitrage in the market from 1996 to 2001 an arbitrage and an understanding of consumer behavior that my competitive landscape did not understand that is basically become the seed that allowed me to later be an early investor in facebook and twitter and tumblr because I viewed them as the next paradigm shifts and it's what makes me think every night about voice-activated devices with AI infrastructure behind them because every consumer picks convenience over everything and we'll use those devices to make decisions and then that becomes the new toll booth two transactions that's very consumer centric very much what I think about when I think about a company like this is how does that translate to a b2b environment how does that translate to the cliche things that are at friction to my beliefs with an engineer sales DNA driven organization and it plays out in many ways but ultimately what I think it plays out in is I genuinely believe for this company to take full advantage of 49,000 patents to take full advantage of the speed in which it's deployed to become a leader in 5g and many other things that I'm sure people are proud of or the innovations that are happening throughout the globe is a ironically to become a media company itself and when I say media I mean publishing I think over the next decade or two you will see companies like yourselves and your competitors start to realize an editor-in-chief will sit at the highest levels in a company like this because actually being publishing DNA is imperative which is extremely difficult for a company because if you're gonna be a publisher you need to be a publisher which is very different than being an advertiser you know putting out content that has no direct attribution to something that you can measure in the short term as a funnel to a sales center to a transaction takes a level of discipline especially if somebody's held accountable for every 90 days or every year but that will be the requirement because a word that has been really running through my head quite a bit over the last couple of years as entitlement mainly because I have exploded on Instagram and I get 10,000 direct messages a week from kids who are wealthy affluent being totally taken care of and they hate their parents for creating entitlement and they don't know how to get out of it but they're making a lot of excuses that's a different story but what I realize is that same thing that a 19 year old whose parents have paid for everything and she or he is realizing wait a minute I'm a zoo animal and I don't know how to live in the wild I believe there's a level of entitlement that is rampant amongst the fortune 500 or biggest companies in the world of thinking that they're entitled to the business they make audio dashes and points of view on their competitive landscape they say silly things like like make Raza's and jokes about emerging competitors who eventually become their biggest issues and I've been thinking quite a bit about that and I think it all leads to actually a very interesting place which is ultimately both high-net-worth parents and executives of very big companies unfortunately are not consumer centric unfortunately play within their b2b confines score on different metrics than the actual end user that they're supposed to be deploying for and so my luck and that's what I'll call it AB DNA of only ever being consumer centric has led to the honor of sitting here and talking to you and having people pay attention and all the nice things that have happened to me and it's fun because there's nothing more entrepreneurial or rogue or disruptive than actually caring about nothing in the middle but the end consumer pandering to nothing not awards not the press not the media not the b2b environments not the conferences not the people that are fancy just the end consumer and building leverage there which ultimately gives you leverage with all the things that I just mentioned that are in the middle and so for me what that all all that pontificating leads to the following Ericsson should be putting out 250 pieces of LinkedIn creative a day and it probably puts out three nine seven and more importantly is that picture video and written article white paper is that been contextually post produced for the understanding of how LinkedIn algorithm works does it understand that the adjectives used in the copy changed the difference of 37,000 people seeing it versus 2.9 million people seeing it is it a video that people actually want to watch or was it a video that somebody wanted to make because it makes them feel good of what it looks like does it ladder up to the brand which is a complete exercise of executives making subjective calls unfortunately so much of what big companies do is an insular game of politics pandering to reports that mean nothing and a lot of other things that ultimately become the demise of great companies and it makes sense but it doesn't have to be that way and the place that I think is most practical to actually make a hard change is marketing and communication it's very hard to make a quick change on your product it's more difficult to change your culture it's you know there's a lot of things that are a challenge but not wasting your media money on television commercials that nobody watches banner ads and nobody clicks and millions of other executions that make no sense other than to the reports that sit in the middle to justify the bad behavior is something I have an enormous passion for especially when you have what I call sawdust I'm super fascinated by sawdust at some point in our world somebody looked at people cutting wood and said the stuff that's going on the ground is something I can sell and I think about that a lot I also bottled water is the much more interesting one I would probably pay an uncomfortable amount of money to have the right to in a VR exciting sit in the room with whoever she or he was that decided this was going to actually play out selling something that was free to the world because it as a marketer as you can imagine that is a very fascinating execution but that's actually how I view a company like this if you think about the sheer amount of sawdust in the form of unbelievably compelling tech stories that happened in the halls globe around the hundred thousand people that are touching this place and you know one man's point of view as an outsider the sheer under rated nature of your advances the end consumer complete point of view on this company that is just not fair to the level of what you're actually achieving and even the b2b industry that is actually doing business with you they're even own perception of what's happening here yes comes from cliche the DNA of being a Nordic country and the way you talk about yourself but is that is in my opinion the obvious excuse to just not being a modern communications company and how you address that and how you think about deploying your stories your value propositions your nuances across what I believe is now the real call to arms no different than this organization two years ago taking a step back and saying okay in a difficult European you can't just fire everybody you know kind of game how are we going to thread this incredible business challenge of updating our talent pool while becoming pot committed to something like 5g because maybe this last chapter hasn't gone exactly how we wanted but by winning the next thing we win and honestly that is the most invigorating thing of technology advances even if you haven't done the last two kind of turns as well as you wanted if you're the best at the new turn you just leapfrog everyone right and it's super fascinating to me much like what you've done operationally and organizationally and have execute against some of your core capabilities that's kind of how I think about communication it's kind of irrelevant how well you've done from 2011 to 2014 vironment s– the next decade is going to be one enormous game of volume of output and whichever biggest companies in the world to figure that out first and can execute it will disproportionally pick up market share and what I mean by that for clarity was I was probably being kind on how many pieces of creative I think Ericsson should be putting out on just LinkedIn a day I genuinely believe what I'm about to say as quickly as humanly possible I believe this organization should be putting out somewhere in the ballpark of two to five thousand pieces of content across seven to ten channels on the internet a day to achieve the business goals and ambitions that it has globally as you can imagine that is a very difficult DNA shift in a world where people overanalyze every single thing on if the color is blue enough or let's spend for different meetings literally debating a single adjective or let me impose my political weight as the final decision-maker and just give some feedback that I actually don't even know if I really believe but I need to give it to justify the fact that I even have a job and that is literally how I say it and that's not I'm not trying to be mean or as that's just an observation and all of that is the friction to putting out 5,000 pieces of content a day so if I'm right which I feel very confident about because it's already happened I tend a lot of what I've become is not predicting the future it's over communicating what's already happened it's just that people aren't looking or aren't incentivized to look in the same place as I am looking so I think I think Ericsson needs to be a competitor to NPR and have 54 seperate podcasts in the marketplace globally around the world putting out a podcast a day I think Ericsson needs to be today should not be a day where everyone's so excited about Mary Meeker slide deck which is amazing and I am excited for it but the if you just think about the sheer IP that sits within the for macro walls of this organization to put out extraordinary contemporary decks in fun ways to consume across these platforms to create leverage for our sales organization to create revenue I just think there's a there's a extraordinary miss in the b2b environment and somebody's going to take advantage of it and I'd like I personally like to be associated with it for my own long-term being historically correct but it's gonna be more fun to just just see it in the wild because I think that's where it's going so that's what I'm seeing and I would love to I'd love to go into Q&A and go a little more detailed with some of that pontificating and so thank you so much for having me so am I just gonna hear it here repeat it for everybody back home and the cameras great who's got a question yes oh we do have a mic awesome yes yes great thank you yes sell that in because you're asking them to help you produce content or sell them in because you want them to amplify it or sell them in because you want allocation of more resources to higher so a macro media thing how do you do that you you do that in most organizations by communicating in a way that may lead to you getting fired I I think I think the reason I answered that way is it's actually the truth like if the people that are actual practitioners of any craft are not willing to be aggressive with their convictions to communicate to CFOs nothing will ever happen the only other there's only two ways I've ever seen big companies do the right thing one a cheater leader who mounted enough political clout to actually get something done or to massive pain at the macro level that has required them to take a deep look at themselves and change their behavior that's it that's it that's it you know you know you're gonna have to find who can help you get it done to me to me the ability that they or the internal and external partners that create this ability to communicate is oxygen you know for me there are the amount of things that I would be willing to give up at this company if I was the CEO in in return for the ability to put out five thousand pieces across all platforms being 500 on LinkedIn a day is almost everything except the core innovation definitely the bananas in the in the hallway I mean that and I mean it for a purpose because as my profile has grown as my results have spoken as many things have happened you know I come from being a businessman I'm not necessarily a comms person by trade I've been an opera every I'm quite proud that every day since I've been a professional I've been the CEO of a company that has grown exponentially every day every single day that I breathed from 22 to 43 I've been at the helm as the CEO and CIO the way I operate of two companies that have been the fastest growing companies in their sector I'm proud of that what that also allows me to do is as the last half decade of my career is evolved I'm now sitting down with board members CEOs CFOs activists investors and when I look at a true P&L my ability to have a logical financial or operational conversation around the notion of you're telling me of no more money to pour in first 90 cents in the dollars that you're spending on marketing and media is going in the garbage you know you have no money for social media but this company is thrilled to buy a booth at a conference that costs more than the entire budget of your Linkedin media spent let's just one more time and this I don't I don't even know your P&L and I know I'm right right now I know because I know because it's a pattern recognition I know that this company will spend more money building out a booth at some conference that matter 21 years ago then they will spend on working media dollars properly deployed on LinkedIn which is a which is the global communications portal of the b2b world the end like what what else needs to be said to me that in a world where I used to think I was smart but the clapping and reactions in this room overtime taught me I wasn't smart I was just in a position where I could tell the truth my question to this reaction is so why what like how do we fix that who is your external media agency partner who isn't incentivized to deploy the dollars in your best interests they're deploying it in their best interests because they're inevitably a holding company themselves that's publicly traded and they're pushing television and programmatic media spend because that's where the margin is that's the truth you know who's who's gonna fix that obviously I heard earlier today you have a new CMO and you know it's her it's the CFO it's legacy you know inevitably in companies like this sometimes even at the family level or the CEO level there's a relationship with an agency that's 21 years which inevitably means you're getting ripped the off so you know these are the things I'm thinking about yeah so I'm so sorry that question is there's two people posting how do we fix it [Laughter] two questions yes great the question is how do you actually practically deliver on this two three four five thousand pieces of content a day a week how does that actually get done and the second question is talking about a time I failed and third please I see how to completely out of my butt and let me explain what I mean by that I'd actually like it to be more I just don't think you can get there and I think about what my intuition is on how much money you're wasting on marketing and if that was deployed on the ambition of making a lot of content that you would get to those kind of numbers got it so whether listen I would dance if you put out fifteen meaningful pieces of LinkedIn content a day right you know I would dance and meaningful and what I mean by that is I have so much empathy for internal teams trying to do it with press releases everything and you understand if if I was sitting and having dinner with my mom right now and she said hey son really like really what's the punchline of why vaynermedia and you are so right like what what has been going on I would say mom it's our post-production capabilities for the content context and nuances of the seven platforms that have all the attention with an overlay of deep empathy for the person that's consuming it like the one craft that I've developed and and now have scaled internally is just human IP of understanding math and art quant and qual around you know xx when you look back at how I'm talking here it's it's it's value post production contextual creative it's not posting on LinkedIn for the sake of posting you know the ROI of any execution is predicated in your skill set and so I arrived at the number based on eventually at scale AI machine learning all these things will be able to create so much micro fragmentation of a lot of these things and hopefully you know create content at scale but for the time being what does you know I for example I have a 30 person full-time team that works on my personal content as one person I did put out 15 pieces of meaningful post produced creative for LinkedIn yesterday me you can imagine if I'm able to do that what I think you should be able to do me versus Erickson so as far as failing it's interesting I don't have like a fantastic obvious failure and that's actually a weakness because it's very grounded in my deep deep deep immigrant roots I've never done anything that is so overextended myself that if it didn't work that I would really fail where I've really failed is on the things that I haven't done I've fantastically passed on uber twice in the angel round and that $25,000 check would have maybe five hundred million dollars I fantastically didn't even reply to air bed-and-breakfasts email to have which is what BMB stands for to invest in their company I've passed on a lot of opportunities that have become fantastic they're the most obvious and then and then the really biggest mistakes I've made is when I didn't come to a conference like brilliant minds over the last five or six years and that would have been the conference when I met someone and she and I would have done something so it's much more when you're crippled by opportunity it's the hidden things that you've passed on that are the great mistakes of your career especially when you're like me who's not ever playing a financial arbitrage machine game where you're trying to slide one past the goalie and hope your timings right I'm a marathon runner in a sprinters costume and so I I don't put myself in a position to be that bone the other thing is in my from from 18 to 29 I worked every single day all of them and so I definitely think like one vacation a year for a week with my friends from high school college would have been a good idea so I was just so passionate I so wanted to pay my parents back for being the greatest parents and bringing me to America that I was obsessed with building that family business and I probably could have had a little bit more leisure in my 20s which I regret not really but yes you know not really not because I became successful honestly because I just loved it like my you know I go garage sailing on the weekends literally go to people's yards and try to buy things for a dollar that they're selling that was in their basement and then think and then repost it on eBay for $8.00 and in that seven dollar ROI get more excited than landing an eight million dollar client so for me businesses my hobby it's a you know and so that's why I say not really because I just loved it I loved you know working the register on a Saturday when I was 25 years old because I loved it today yes yes the question is in an ambition of thousands of pieces of content a day how do I also nail home relevance which is a big part of it so ironically this volume framework inevitably creates relevance what will happen it's kind of like a workout plan if I'm able to get my partner's friends people I care about clients my own stuff into a framework of volume inevitably let's just say somebody was in here and said approved and everyone's like okay now we do it inevitably tomorrow's board meeting is well what are we gonna say and what you realize is and this is devastating like one of the things that's been really fascinating and we work with very large companies is once you see it you can't unsee it and and the level of visceral negative energy I have towards the modern-day marketing world watching some of my clients starting the process of going there it's real fun for me because literally a week earlier they're having this subjective completely non practical meeting and then a month later after the first month of this work they can't even stay in the room for ten minutes because it seems so silly it's like many things in life once you see something sometimes you can't unsee it so the entire model is built on relevance all of a sudden you are making a piece of content to female CIOs in Russia because you're making 5,000 pieces of content like you're not gonna make vanilla anymore you're in the business of selling vanilla you are everything is so over corporatized and everything's trying to reach everybody it even when the seed of the idea was a good idea by the time it sees the day of life it's vanilla when you've made the commitment to producing volume everything is relevant because you start becoming educated on how deeply powerful these platform and if I want to reach a CTO that went to MIT and I want to use MIT colors in the creative because I know that makes her or him more likely to click it I mean this is real stuff now all of a sudden 5,000 you can't imagine how quickly through a detailed conversation around this 5,000 seems way too little everything like just think about the two examples I gave you and how your minds running with the fact that this is actually in perpetuity every school every neighborhood every geographic every job title every organization like that's just the framework of seven or eight cohort beginnings that is an x and y which allows you to go forever you could be making content that starts with hey are you 28 years old and the person sees it is yeah I am you know like you can't imagine how infinite this actually plays out and so you know it was fun to hear you ask the question because I was smiling inside I'm like it's it's once you make the commitment to that framework the only thing you can do is relevance and by the way relevance is the only thing that sells not potential reach which is the currency of big companies GRPs and impressions and the cost of those impressions potential reach not actual reach it's being reported as you reach those people you don't believe that you don't believe that article reached 29 million people potential reach versus actualized relevant consumption that is the Delta hey sir please a party group of 500 operators key decision-makers in each operator yes when we do focused on key launches they are very interested to read them whenever we started going more into volume yes yes yes you know it's it's still interesting our volumes of viewers promo but it's also young students it's a row tank interested people general so yeah yes so don't don't let them see it the question is we're flooding the 500 decision-makers who actually drive our business if we go to the smile model yes we build the macro brand and there's more interest but we're actually over communicating to the decision maker which makes them tune us out which could be detrimental to our business don't let them see it see the thing that's most fun about being an actual practitioner of your craft which I'm sure all of you feel the same you know it's funny over the last five to seven years I'm like wait a minute I really understand this I really understand wine and I really understand the New York Jets what I don't understand is everything else so I've started becoming a very not interesting dinner guest because I don't even have excitement anymore to talk about things that I'm a headline reader of or kind of know you could black out the 500 people that you're scared of bothering when you're posting that content you're also making assumptions that they see everything there's so many variables that go into this plus we haven't had the conversation of what you should be surrounding you know what's great about b2b you know who you're selling to you know a lot of might be to be friends get mad at me but I've done very well in exiting my SAS businesses I have a b2b this now I used to have a b2c business b2b is easier than b2c I'm just don't know what else to say one man's point of view I just like the idea of knowing who the 500 people are that I need to do business with let's go into a slight variation of my model in what you and I are discussing a on our LinkedIn channel let's start there our ability to not let them see it is very high you just black them out from those posts so that's mission one biggest issue that we were talking about in the short term accomplished but let's go in on an offense instead of defense what about the fact that we can know that those 500 people in today's world based on how many people are sharing or if we want to just take the admin of that person out for a drink if they're into fishing if they're into proper football if they're into many other things and then we can feed them that I literally closed the four million dollar account by talking to that person about st. Louis Cardinals baseball because I saw that that's what he was tweeting about the reason we take them on fishing trips and golf trips and all the stuff that we wine and dine on we could be doing in relevant content for a hundredth of the price so that's my answer to that question right we don't have to flood them because that's what's good about modern technology you can control the levers more importantly I'd like to flood them with more things that all individual five and we should have one person we should have five people in creative you know in a world where you're like we have a small team and we have to do everything and dumb like press releases I'm saying let's create eight person production and strategy and media teams per 500 people I would build a four thousand person team to produce content for five hundred people because it would be ROI positive to your point they're driving our business so let's become the greatest executor of what they want to consume and brings them value the problem is not knowing what you're putting out the problem is is that oftentimes we're not putting out content that is valuable to the person on the other side in the macro we're talking about our products and services Ericsson has permission to talk about everything and what Ericsson needs to do is make a graph of what are the other ninety things that these 500 people care about that have nothing to do with us and let's be the greatest publisher of information around that not to mention the ability to use these channels to create content that pulls those people into real life is remarkable I use digital as a gateway drug to interpersonal relationships so if we know that 13 of them are the biggest wine connoisseurs and we decide to get Jancis Robinson and fly her in here and do a wine night and then send an invitation on LinkedIn that is gated that are you interested in a 1961 Bordeaux tasting hosted by Jancis Robinson on a pretty boat on a beautiful summer day here in in xyc City tends to work we're just not committed to the craft because we are used to a Bock top-down culture of communications make a single blunt object at the top force it down every channel with no context oh hi how are you yep heard yes thank you yes yes yes yes yes sure the question is thank you for knowing a little bit about kind of my trajectory of how I've been filling the pipes what I've been to your point and thank you for knowing that what I was definitely when I transitioned from wine – let's say entrepreneurship in my content it was two thousand seven eight nine and we were going through a global economic crisis and as you can imagine as an immigrant who answered your question of what my regret is I don't I think it's very difficult to give advice that says become more talented be born with more talent very not practical so where I found myself was going to another place that felt very practical to me and as you can imagine it's all I ever saw for the first 35 years of my life which was work ethic was a controllable part of the game that if you did that if you're out working your competition practicing after practice all the things we know about sports and music and theater and acting and other things that that was an incredible advantage and in a time and place where people were getting laid off and things of that nature it hit the right tone it was natural to me and the timing was right to the more nuanced question which I appreciate which means you're paying attention over the last 18 to 24 months as the world changes as we get into entitlement era after 15 years of economic or 10 years of great global economic growth much like my concern with entrepreneurship because there's so much money in the system everybody's idea gets funded and we're not building businesses we're just building companies to get more funding what has also happened is a more human conversation more nordic and european centric than us and china centric about work-life balance about mental health issues about burnout I found myself two years ago watching contemporaries even friends start to use me as a poster child of bad that I was pushing too much burnout and things of that nature hustle porn and other things and I was empathetic to it as much as I was hurt and wanted to make 500 videos of in the first book which is my Bible I talked about if you want to work 9:00 to 5:00 and make 40,000 a year but you're happy you've won I think I've been and I have been incredibly consistent around happiness not money and many other things but to your point because of my personality traits what was associated was hustle and things that nature so I have to take responsibility for that and so over the last 24 months I have spent more time and energy to contextualize everything to make sure I'm covering the basis so that people know where I stand on this which is what I said earlier I don't really regret it because I loved business is my hobby but if one wants to go to every softball game or every track meet or you know work 31 hours a week and they're fulfilled that makes me happy I don't get to judge so yes I think what's so great about communication and so great about advancements is you can create clarity you can talk about different things I talk a lot more about parenting today than I did in the past because not even because I'm a parent because I've been more in tune to how I was parented so yes I've definitely been more aggressive in making sure the things that I've always believed are more associated with me because I have no interest in other people painting a picture about me that isn't true but it all goes to one big game of self-awareness you know you can get burned out work in 30 hours a week because you're unhappy because you're trying to be to work life but what actually you are is an alpha go-getter and you do want to grind not living your actual life is the problem letting other people's opinions dictate your behavior is the problem self-confidence most parents create insecurities hi that works out whoever has the mic gets asked a question sure yes first of all thank you the question is how do you practically make five thousand so a couple things one as I became more in tune to this model over the last three years which is the evolution of everything I've been doing it's really interesting twitter has become a far more important platform for me and Linkedin has become a far more powerful platform because five thousand when you hear that seems super daunting if you're close enough to the business where Ericsson does the cliche thing which it spends five hundred thousand dollars making a video because their creative agency wanted to make it and nobody's ever gonna say it and it cost five hundred thousand because you starred somebody in it and it's just five hundred thousand and so you hear that and you're like this is crazy we can't make five thousand it took us four and a half months to make that one video when you think about the world the way I do which is you have so much internal IP that putting out fifty tweets in the morning in written form with no picture video support behind it but they are just thoughtful questions statements observations hot takes as I like to call them whatever it may be when you do that all of a sudden you start seeing how the number can go up but where it gets most interesting is why do you do that why should Erickson from 9:00 a.m. to 11:00 a.m. put out you know 84 between LinkedIn and Twitter because that's a place where you can get away with the volume in the feed without overexposure but can still get actual consumption because if it doesn't do well it doesn't penalize you in the same way the way an Instagram or Facebook does this goes into understanding the platforms why should LinkedIn excuse me Ericsson put out 84 pieces of content in written form on LinkedIn and Twitter from 9:00 a.m. to 11:00 a.m. every morning it's because what happens from 11:00 a.m. to 4:00 in the afternoon next what is amazing about the volume model is the notion of marketing for the sake of better marketing so what happens after you post those 78 is you start getting quant and qual feedback and what you do with that feedback is you make the next decision which is are you going to write more about that or has there been such a huge reaction to people's response on what 5g actually means to their day to day not just faster and better battery but how our entire world changes when you create that speed of information how that actually makes autonomous cars real how that actually allows a doctor in Peru to perform a surgery on somebody in New York how that actually actually actually does when you see the response now all of a sudden you say you know what that little three sentences we said about did you know when 5g is in your life this happens got such a big response why don't we now have our graphic designer make an infographic real quick around five things you don't know about 5g and let's post that at 3:37 p.m. today and then when that goes well then you decide why don't we go quick little video on our iPhone talking to Lars in R&D he knows a lot about this let's go over to him large says it and then you just post it not with what's quality with green-screen and lighting I mean I was powdered before I came out here right now that to me is not the variable of success of this talk that was not going to be the variable that made this go well or not it was what I was gonna say and Lars with an iPhone with bad lighting saying something thoughtful and then that posted at 7:04 p.m. on our twitter to the small group that cares matters and so when you get into that mindset you can see how it works and its really just having writers designers something we call predators predators which are people who can film and post produce for the channel all in one person talent humans commitment to being able to pay those people to do the thing because you value that more than the lighting in your booth in Spain at a conference I went there I you know it's always fun to go somewhere where the group knows exactly where you're going and and I'll tell you why I go there I go there because you're going there to check a box of what's normally gonna happen anyway your your most senior executives are having dinners with those clients to begin with anyway you're just you're just spending a lot of money on something that actually matters far less I don't mind checking a box for perception is reality I don't I mind that what I actually said which is the lighting of that booth or that pavilion costs more than all the media dollars you deploy against target is LinkedIn creative that's what I mind doesn't mean you're not spending a ton of money on media it's just that your media partner is incentivized to spend that media in a way that's in their vested interests not yours this is the conversation this is real life I like real life thank you


36 thoughts on “The State of the Union Of Marketing in 2020: Volume of Content | Ericsson Keynote”


    4:20 – Why I had 8 lemonade stands as a kid
    9:50 – My DNA has always been consumer centric
    14:50 – How to leapfrog using your skills
    22:40 – Are you sure you don’t have budget for social media marketing?
    29:05 – Marathon running vs sprinting
    36:10 – Being a practitioner of your craft
    42:20 – Work ethic is a controllable part of the game
    46:20 – Why LinkedIn and Twitter have become much more important platforms for me

  • Mustard Seed Social says:

    Thank you for directly addressing the hustle and how that got wrongly portrayed. That has been on my heart for some time, I’m so GLAD to hear GaryVee say it’s ok to do less & have less if it makes you happy.

    I’ve been loving the content, just uncomfortable with the work ethic til now. PLS COMMUNICATE THIS MORE. There are too many social media gurus downing you on their take on hustle…

    I think you’ve gotten so much better at communicating it. I think it is a good message b/c there is a crap ton of work to make ads & posts successful, so it is a good message. Just hate that most are under the negative impression that you’re saying to never rest or take a break.

  • Avinash Singh says:

    5000 pieces of content can be created for b2b business that sounds like having too much stress in finding a relationship with a product to people or business that can lead to sticking with product or services. Being creative is only answer ?? being imaginary or having the power of connecting dots .what if you are not creative enough? so whats next we cannot be a good marketer?

  • This video is probably the most important piece of content I've seen from Gary V, and I've seen a lot. I've been slowly pushing out more content for my businesses on multiple channels but sometimes run into "mental blocks" because I believe in quantity like Gary V says, but I also believe in being relevant like he talks about also. Now that I see the million different nuances and ways to target, my eyes are open to a whole new world.

  • Where do I find more detail on 11:04 "Does it understand that the adjectives used in the copy change the difference of 37,000 people seeing it versus 2.9 million people seeing it?" – not finding a lot on google breaking this down.

    Thank you kindly

  • Elite Clinical Research says:

    Facebook is really good at selling that sawdust. Getting people to use the Facebook platform is like chopping down the wood, then selling the data on the backend is like the sawdust.

  • Nanette Gregory says:

    Run into this all the time: 16:22 Overanalyze if the color is blue enough or 4 meetings over one adjective.

  • sexy squidward says:

    5000 pieces of content on 10 channels that the biggest bs I have ever heard. People would get annoyed and 50% will block you off for flooding their notifications with endless amounts of content a day. Just look at the biggest channel on YouTube Tseries they post about 30 pieces of content every day and alot of their content doesnt get over the million mark not even 400k mark alot people have stated that they turn off notifications of tseries because they get flooded with content that it gets annoying. Yes quantity combined with quality is the best way to go. As the saying goes to much of anything becomes bad. At the least post once a day, 2 to 6 times a day I'd say is the maximum after that your numbers start to plummet depending on your audience.

  • This guy Gary Vee is the real deal … Awesome 😎 u inspire me so much that I decided to start a YouTube channel… it’s on online marketing … so pretty new to this Youtube game and lots more to learn from Gary Vee… love to hear some feedback from the good people here too… thanks Gary Vee

  • Ben Kroneberger says:

    Gary I absolutely love your daily grind its incredible. Im 17 years old and do shopify dropshipping. Ive done over 750k in gross revenue and have spent over 6-figures in facebook ads. I now upload content and have been really pursuing gaining an audience and spreading the absolute best content i possibly can with frequent uploads. I would love ANY support at all and keep crushing it!

  • Daniel Gabriel says:

    "Predator & Shredator" = MY NEW JOB TITLE. (starting NOW… this is a skill I have that I ENJOY and NOW can market!)

  • Hipster Entertainment says:

    gary your the man ive taken so much of your advice and now am on the move of starting my own youtube channel i will really love some feeback from you and you fans and ill also love some support love you and thank u

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