Gary Vaynerchuk is The Master of the Web 2 World. His voice rings out above all the other web2ers. He is a wine seller in the USA who uses social networking technologies to market himself, his business, and his world views.
I first heard of him mentioned by someone I was following on Twitter. I followed the link to a YouTube video of Gary’s presentation at the Web 2.0 Conference in New York in 2008. His presentation made an impression on me. He stood out as being brash, aggressive and passionate. His approach was far from being politically correct or polished. His impassioned plea to everyone to “stop doing what you hate immediately!” resonated outward like a tsunami.
So I started following him on Twitter and added his blog to my already overflowing and unmanageable list of blogs in my Google Reader account.
I noticed he had written a book, “Crush It”, but that hardly raised an eyebrow since nearly everyone who writes a blog is also promoting their book – advice from yet another self proclaimed guru on marketing using Web 2.0 tools. Yawn!
Then – again on Twitter – I see he has a music video, so I follow the link to YouTube. It’s a cute, catchy rap tune called “Crush It” that promotes him and his book. I am amused and think that here is someone who really uses Web 2.0 technology to the max. What he lacks in charisma, looks, charm, and polish, he makes up for in effort, determination, creative endeavour, and online knowledge.
So the very next day I notice, on Twitter again, that he is about to do a live broadcast via Facebook. So I log on and tune in to his talk about marketing, wine selling, web 2.0, his book, his t-shirt, etc. Everyone logged in to Facebook can comment or ask questions, or comment on the comments. He answered the questions as they came up. The number of viewers grew steadily from about 30 to 430 in the first 30 minutes that I watched.
So the message wasn’t new, inspirational, or earth-shattering, but the use of Web 2.0 technology was clever AND his voice stands out above everyone else who is pedalling the same message. But having said that, it was the live and immediate comments from the viewers, that prompted me to think “I really have to read this book!” And so I have ordered the book for purchase at the library. This is the point of his marketing efforts and it has been achieved.
Stay tuned for my review when I do read it in the very near future.