Piers Morgan Tonight – Gary Vaynerchuk Interview

Unfortunately, CNN never aired this Gary Vaynerchuk interview on CNN. BIG fail!

Transcript

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everybody just the fast-talking a reverent business guru who calls himself
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a serial entrepreneur his twin passions passions
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I share incidently a wine and social media
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his latest book is the thank you economy thank gary joins me now
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what is the thank you economy you know the world economy was the big part in
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this title
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I think what it is its tackling the issue our lives social media
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all these businesses that you know I consoled for they want to know what’s
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the value 1 million fans on Facebook
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or what we get it by actually interact with people on Twitter
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and will close the answer the answers everything’s going all school peers you
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know I think your grandparents
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or more equipped to run business today than we are because they actually cared
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about their customer
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you know consumers don’t wanna be talk to anymore pounded with commercials and
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print
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and newspaper ads and billboards and I think now that we can listen to them
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they’re actually looking to shop with the people that actually care about them
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to how do you run your business you develop extraordinary
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Empire worth tens of millions of dollars from basically a liquor store
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you done online in a very aggressive SmartWay
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what’s been the secret old why you succeeded with so many others have
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I think two things you know I was born in Belarus on an immigrant so ridiculous
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hard work is interesting to me
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right it’s in our DNA so what what I did in 07 when I started using Twitter was
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I realized everybody was gonna mess this up everybody was gonna look to push
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more stuff watch my show tonight at nine right by my stop
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do this everybody’s gonna push messages what I did was are used the sake of some
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ice
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which no longer exist would have bought it it’s now search stopped winner
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and my penis for the most important sites in the world I just searched
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chardonnay and Chevron’s and shuttle it or
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look what people were saying and responded to it
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creating contacts and relationships which then allowed people to discover
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who I was
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you were seeking out customers yeah I was seeking out will
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you know yes no question I’m not mother teresa I’m not this is the thank you
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connie i’m not then
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rock climbing drinking tea in saying you know I’m doing this for kicks and
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giggles
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I want to build business I wanna by the New York Jets right I just realized that
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there’s a different way to do it today
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you know Eric Schmidt the former CEO will the other day said you know more
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content is being produced
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in 48 hours that was produced from the beginning to mankind into
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2003 consumers were inundated pounded with messaging
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of course they’re tuning all that out and not listen to the pictures that
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we’ve all done
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fun way to promote my show for example yet which are trying to introduce you
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look at
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what is the most effective way the I should be doing
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i watch your show lot right and in the corner here in the bottom where
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everybody’s looking renounces
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follow Pierce on Twitter yeah I think it should say conversely
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or interact with peers on Twitter great for celebrities and people chose
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the plea to watch inside baseball you everybody’s talking to each other
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the celebrities are talking to each other and that’s not real to anybody
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watching this
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to me what you should be doing is you should be searching pierce your account
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right
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looking at what people are saying and in Iraq with the actual listeners
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instead of pushing how did means a figure like I know egocentric
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and I narcissistic nonce between celebrities
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anybody wanna call you right there think that little people come on Twitter
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yet if I see so they can what celebrities feuding with each other no
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question and there’s plenty
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entertainment value and nothing should be all in right you should have a mix
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but in my opinion if you look at my twitter stream if you got it would
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accomplish Gary B
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you will see a boatload at replies which is thank you
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Pinot Grigio a wink a hard and mental say hey by my book
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with I want to sell my book but I think it needs to be one push
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for every 1200 poll kinda
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morton version of customer care absolutely and you
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a new guy as he said going back to what the the grandparents used to do which is
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the guy in the local liquor store for example the butcher
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game you know why is it because doesn’t make here and more importantly
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let’s understand what really is happening now we live on a word of mouth
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foundation so-and-so is watching your show if you
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going look up your name and say hey thanks so much for watching my show
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company to comment right
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you know when they see oh my god Piers Morgan just responded to me
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their entire social graph the scene than 230 people that
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is following that person them says with but you know what she’s a real dude
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we go to check out a show or when a Pepsi responds
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instead of just doing the Super Bowl commercial you that mean something
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that teenagers coming are given allergy the pep talk
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now stick with me personally familiar the pet dog in the fifties
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it was an outdoor creature right by percentage by Dino the dog was outside
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or last 50 years not only have to come into the home
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but in the bed and we’re dressing beating a better than we ourselves
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I believe that we’re living through the humanization a business the beginning
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but I believe that you like there was a pet dog what what that has to do with
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the pet dogs that people treating a pet dog
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more like a human that they did fifty years ago and I believe in
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3 logo’s and Brians the same way you will have a conversation
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with Nike or Reebok word about something that has nothing to do with their core
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business in the future because the
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infrastructure and that changes everything what if you watch it
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you haven’t got a clue about the incident where should you study will
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start a business
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be a pretty useless on the online yeah what are the most
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simple effective ways to make your business
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start to sing you know obviously it’s super different for
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a small entrepreneur listening right now compare to you know a fortune 500
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company
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and and the book really try to tackle both and titties I think
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for somebody who is just starting a business you gotta go to the Google
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the beings the world in search searching if you’re not educated on how to use it
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we live in a day and age where you can go to YouTube right now and watch a
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video
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how to use all the stuff but the biggest problem and I got this
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all the time with my last book which was much more geared towards the
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entrepreneur or
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everybody just want to push their product thanks to Gary what’ll happen
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followers well I didn’t either I don’t have a TV platform
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I wasn’t you know a world known character I went out
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and got the fans I fished for them and that’s what I think brands have to do
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how expertly you in you’ll feel the wind a pretty solid as you know we were just
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talking right people actually great is wonderful time 147 travel in Europe
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the 47 right now and I said the second one is that what you got was for 251
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that’s alright so
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and we were talking we talk about 20 1945 I think it’s super important what
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you brought that up
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the biggest problem that I see in social media today under so many social media
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experts
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they’ve never really built a business you know I built a sixty million dollar
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business before I started talking about
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how to use social to build a business you have to know your craft
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because no matter how good at marketing you are and no matter how good you are
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fishing social media if you don’t know what you’re talking about
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you’ve lost in content is always King if I’m gonna buy
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wine of I do I know that you’re gonna get me the best example about wine
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one thing i think is a variety different things I mean obviously you know for
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boss with one library dot com RRR my family business with my dad
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Asha we were very price treatment my dad liquor store was called shoppers
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discount liquors
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you know growing up you know his reputation as Yelp reviews there’s
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people commerce eating right now on Facebook and Twitter there’s new sites
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like tumbler
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right and Quorra and Instagram that are changing landscape and
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getting information from the social web is how you can figure that out
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if we’re legit or not see he was the biggest thing that I see going on Pierce
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why call the bank you commie billions of dollars gonna be impacted by the
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maturity of the web
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she Twitter and Facebook are getting all the credit but what’s really happening
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here
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is the internet is maturing its only seventeen years old
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the Internet that we all know the consumer web the one a well sent the
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discs in the mail to get us to sign up for
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is only seventeen years old we r grossly
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as a culture underestimating the impact
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up the social web got a quick break when we come back I want to ask you whether
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the problem with the end is as we get more obsessed with it we become
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a bunch of boring D yeah
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but now my guess Gary
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main a check Gary it’s a fascinating thing the Internet
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and its obsessing love but is the danger that we will just become
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upon should boring dead I D he spent 20 hours a day on
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on our computers you know I think people dramatically become more social
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him become a cultural everybody’s talking about the car kids are not so
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sure anymore
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I don’t see it I been able to have dramatically more relationships
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because the internet it was really ones or just online
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dramatically real one I don’t have a difference between online real for
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example
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when I go to South by Southwest Big Ten Conference in a lot of people at the Met
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Police
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I’m like you levin et right I think a lot of people come to me
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it’s amazing to me one or two engagements but I have context
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with the person it’s coming to me right I don’t you know I don’t know them like
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my best friend
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but we’re starting at a different point because our interaction online
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and I think they bleed together that could be point with the Super Bowl
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commercials by the way this year
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I thought they sucked your I couldn’t believe it 2011 but nobody ran a
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commercial
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that extended it to the web right i mean how do you leave
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all those conversations on the table the need to work together
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and so I you would as another platform to create context
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relationships and keep them these relationships i mean
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the people compete over followers on Twitter all friends I agree with us
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because up
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it’s all a bit shallow not it’s ridiculous it’s an arms race
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it’s like keeping up with the Joneses and people to wake up in the year to
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realize well what does that really mean right and you see with brands
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with a big competitors they wanna fight you see what celebrities wanting to
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outdo each other
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myself I I firmly believe that it’s not about the numbers
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and it’s not about the pushing out the content its simply about the engagement
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and in my opinion what social is done its scaling
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caring I’m telling you that if you took a different tack
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if Ford took a different tack that the actually listen then replied
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the compact that creates is different similar to the butcher
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you know why the small town rules worked because the new kids were gonna graduate
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in a month they knew that your husband just got promoted it was small pound the
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internet even with big all these catch some widgets
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they’re bringing the world closer to each other we know more about each other
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and that’s important context when he saw President Obama have these big pow-wow
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with all the
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yes internet geniuses recently if you’d been at that table what would you have
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been telling him
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well probably lot of different things but you know i i mean I would have said
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this
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Wilson the president has a lot of restrictions that don’t allow him
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or the white house to use it the way we kinda wanting to
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I think anything that humanizes anything is interesting
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humanizes the business I think what Obama and you
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and yes times you look at the rules that he’s living within is humanize the
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office
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right I mean again the president’s always in the push business
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he gives a talk to the Mater and pushes any kinda interaction that is allowed
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and I don’t know all the rules
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when he allowed to do I think would be enormous and that’s where I would tell
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them to go
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how do you regulate the Internet how do you stop now got three young sons
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stop them being bombarded with nasty stuff sure
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so I i talkin about this a lot you know there’s the risk upcycled
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formspring that came out a couple you about a year ago that caused a lot of
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hoopla
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anonymous Q&A and I got a little nasty I talk to a lot of parents
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when I’m on the radio Dept things here’s what I think about it first ball
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and it’s a big statement and I mean this with all my heart we humans
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are grossly underestimated and grossly underrated
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with all the access that we have the amount a bad things that happen
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shockingly low I mean we have to paint that picture
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first and foremost understand but you gotta be a good parent I mean this
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offers the contract brings
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no question if you don’t have access to your laptop you’re underage kid
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you’re making a mistake you’ve got to be a good parent now with heart
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I mean I don’t want to paint a picture that easy but I think the top one pieces
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for every story about the girl that used Facebook and found
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a bad guy there’s billions of interactions that are not creating any
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negative aspects
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when you see all the revolutionary uprising yeah
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across the Middle East and the social networking
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aspect about as being extraordinary tubes with them getting round these
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repressive regimes by just
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talking to each other yeah you must be excited course
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I mean again thank you connie is really a business-oriented book
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when I walk into a CEO a fortune 100 company SA
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if you think that this is not impacting your business
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but its up you rising countries you’ve got it completely twisted
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I mean this is the biggest platform
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that is ever hit the human race we r grossly underestimating it and of course
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Egypt happening and it’s going to continue
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within with WikiLeaks it affected the US everybody has to understand
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and they don’t want to pierce nobody wants to accept what’s really happening
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here
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which is that the game has changed and the walls back game
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are very difficult for people that want to control I am excited about it
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I am his my problem yeah you know I don’t go shopping
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a buy everything online okay my three sons 17 13 and 10
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yep spend hours and hours a day yep
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tender yet can’t be good for anybody that we just don’t get as much better
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than them watching TV
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let’s not paint a picture that up what was happening to even mention the
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nineties
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better than going out playing spalding yes but I feel but that wasn’t happening
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in even I need either they were watching television
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and playing video games we’re a long ways away from little Ricky going out
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and playing at all
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I mean you know it’s not like this is a new phenomenon and more importantly
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they’re a lot more worldly our kids right you must look at your son to be
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shot I think they’re smarter than I was at the same and it’s not included a
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better-informed
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they get news better faster but their attention span
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my is absolutely minuscule no question but
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I’m family friend little Lou right he’s the cycle chatroulette do remember that
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they had a lot of attention
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yeah he found a family in like Peru
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he spent the how would have talking to them you know who they were
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his context of his life how good he has it changed forever
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no documentary in class no sitting down with her son telling them you got it so
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good
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not that could have done it so there’s a new was positive coming out of these
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innovations
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he’s gotta look for it the big companies you don’t advise
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are you shocked by how norm internet-savvy they’ll
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you know at first I was going to be the pumpkin entrepreneur and you’re gonna do
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it this way you guys all don’t get it
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I’ve learned over the last couple years working with large companies get it
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there is playing a different more the thank you economy the new social web
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is about wanting a marathon Pierce it’s about creating a real relationship
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it’s about marrying somebody instead having a one night stand
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the problem for all these big businesses is the report quarterly
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right they’re playing a different game the Street is looking at their numbers
14:59
and they have a very difficult I’m going only in on investing in something
15:03
that takes a long time to develop so what I’m trying to do is help them
15:07
one little ninja units while they’re doing what they’re supposed to do
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and how much how much do they pay for this privilege would be lots of money
15:13
with you right intermedia charges you know between twenty and thirty thousand
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dollars a month
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for consulting and community management so it’s not like
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revolutionizing the world but the Solomon told you cannot do you have
15:24
enough
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yeah I know that the opportunity so forgets with it for a moment the hours
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would you promote
15:30
my shirt was Smarties cunanan way
15:34
what we find an audience first and foremost top one piece
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it’s not about you talking adult it not about you talk as well behaved and I
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understand it’s about listening I’ll tell you what I wouldn’t
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first and foremost the only way that I would use Twitter is shot winner
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looking up your name in the show’s means the guest you have on and actually
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engaging with people
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not named Ryan Seacrest work in court action actual human beings right
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number two I think Tom Miller is the most important
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site 2011 it is exploding on
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it’s a microblogging platform I think you would push oil content there
16:08
maybe behind-the-scenes clip maybe after we’re done taping this we do little for
16:11
camping
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and you push it out there a different place to do something we have to do that
16:14
on our side
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yeah CNN I think that’s great and I think or have a look at korea
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yeah so core is a Q&A platform has a very dark or chance to becoming the new
16:23
Wikipedia
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you know it’s good to me see where they go I would go in there as you
16:27
you’re pretty knowledgeable smart dude I go in there
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find things that you know answers to and answer them Pierce
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you’re a major star thank you okay thank you you do get
16:38
you happy do humanize yourself and so does
16:41
Habsi and so does word and so does the National Hockey League
16:45
the control was saying really was seen the whole world everybody now believe
16:50
they have a voice tonight
16:51
life I’m resisting thinking that you know you get the reaction on Twitter
16:54
often saying great things about yourself gonna kill you sure but
16:58
I quite like the freedom that this Twitter
17:01
social network has brought people have an opinion absolutely but its have an
17:04
opinion have not picked
17:05
right and the marketers they’re sitting in the room for the people that are you
17:09
know
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marketing the show no one can be like it’s working you get instant feedback
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right
17:13
you know and I think it’s just level the playing field each here’s what his peers
17:17
it’s a different skill set for a long time the person that could give the best
17:20
PowerPoint presentation
17:22
one now if the person was the best skills at a cocktail party
17:26
and every business and celebrity that has better skills and cocktail party
17:29
instead a presentation is going to win going who’s your biggest rival
17:33
in I I really you know which one you like to think
17:37
that they’re stepping up yet the one person that I would say
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you know that’s a great question batista mean I can’t answer everything
17:44
I don’t really think about that way I don’t want to give the real answer you
17:47
arrive you know
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I don’t have the real answer which is that I think I’m better than everybody
17:51
because they are not you know
17:53
UTC threatening your I’m only school in another Gary I’m skeered
17:57
anybody whose bigger than I am who will work as hard as I will
18:01
you fallin scare me when he first came out because I thought he was gonna
18:03
really a
18:04
interact in Econ a probable i think is you kind of character right
18:08
camcorder actions probably executing it as well as anybody could
18:11
six million fun was a hunter on here yeah I got a look at the camera
18:15
hey follow Pismo literally sure it exploded
18:18
and I got about thirty thousand follow knowing me knowing
18:21
the nation follow peers I’m Trump
18:25
a cam W cool the vein and a maniac something yet
18:28
you know appears I I think that anybody who’s got a bigger platform the me
18:32
who’s willing to plead avatar eyeballs for their community will be me
18:35
anybody smaller want because I’m just now working

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