4+Magazine+Issues+(Corcoran,+Ferriss,+Huffington,+Gary+Vee)

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SUCCESS STORY WINE LIBRARY TV do you get when you combine a precocious youngster, a crappy camera, a WWhat dead-end job, and a liquor store? The answer should be “nothing at all.” However, in Gary Vaynerchuk’s case, it led to a multi-million dollar empire. Vaynerchuk spent the better part of a decade discussing wine on a lowfi YouTube television show of his own devising that earned him surprising notoriety. The show debuted on February 21, 2006 and was produced daily at the Wine Library store in Springfield, New Jersey. Its main attraction was Vaynerchuk himself, demonstrating his electric mad energy while gesticulating, sipping, and spitting wine with unusual enthusiasm. The show reached 100,000 views per episode at its peak. With reviews and advice on wine appreciation that avoided the stuffy language of wine connoisseurs, it was enough to land him guest spots on big network shows to swill pinot with Conan O’Brien and, in a bizarre palate-training exercise, urge Ellen to chew dirt (she declined). But even though he ran Wine Library TV, it turned out wine wasn’t Vaynerchuk’s specialty. Instead, It was his ability to use limited means at his disposal to create astonishing levels of traction online, and seemingly build success from nothing. Wine Library TV was about Vaynerchuk as much as it was anything else.
SOCIAL MEDIA IS POWER SUCCESS STORY With the success of Wine Library TV, whatever you might have to say about GaryVee, you must concede he’s got a finger on the pulse of marketing in the digital age. He’s created a name for himself by anticipating social media trends and capitalizing on them early. Vaynerchuk threw his weight into Wine Library TV before YouTube became a common cultural touchstone. Was it his luck that YouTube became as essential to modern life as it did? Perhaps. But it led to a fascination with the power of social media. He learned that if you get it right, the payoffs are tremendous. Vaynerchuk was an early investor in Twitter, Facebook, and Tumblr, as well as Birchbox, Circa, HubSpot, Uber, and Quirky. His digital agency encourages clients to utilize those platforms. But Vaynerchuk is quick to point out that shoving a product down someone’s throat is an advertising tactic that should be firmly relegated to the past.
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Page 45 and 46: well-being We shouldn't neglect our
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4+Magazine+Issues+(Corcoran,+Ferriss,+Huffington,+Gary+Vee)

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