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This is classic, offense versus defense.
这是经典的进攻与防御大战。
What I'm really good at is marketing in the year that we actually live in.
我最擅长的是与时俱进的市场营销策略。
This is about the basic economics as you really can get into, however people don't understand.
我所告诉你的是最基础的经济学问题，但人们却不明白。
There is a fundamental reason why big companies go out of business,
大企业破产有一个非常根本的问题，
because they don't market and execute in the world we live in.
因为他们不能与时俱进，那么他们就无法做出最正确的决定。
What they don't understand is the risk reward, the risk reward.
他们不懂得什么是风险奖励。
Let me explain to you. While everybody sits around and says
我给你解释一下，所有人坐在一起聊天，
well I don't want to invest my time or money into snapchat a year or two ago.
有人说一两年前，我不想把我的钱和时间投资在“snapchat”上。
I'm jumping in there and trying to figure it out.
我试着从他们的角度考虑这是为什么。
They wait while everybody else innovates and executes and takes their business
他们等待时机，但其他人可没有，他们创新，他们与时俱进。
Blockbuster didn't have the data to tell them why to buy Netflix for 40 million dollars eight years ago.
八年前，百视达不知道为什么要以4000万美金的高价收购“Netflix”。
That put them out of business
他们破产了。
You're saying it's risky to put your time and money into snapchat in case it disappears.
他们说把钱和时间投在“snapchat”上风险太大，万一他们破产了呢。
I implore you to start taking these channels seriously.
我恳请你们要认真看待这几个渠道。
Instagram got 50 million users, 50 million users in 1.6 years.
“Instagram”的用户人数是5000万，刚刚一年多就有5000万用户。
I say it's risky to not jump in there in case it explodes.
我想说现在不去投资那才叫高风险，万一他们火了呢。
99% of the people in this room do not market in the year that we actually live in.
在座的有99%的人都不会与时俱进，都不会按照市场发展趋势运行。
If you are not in full pledged effort of storytelling on Facebook, Twitter, Pinterest and Instagram at this moment
如果你现在连“脸书”“推特”“Pinterest”“Instagram ”上的故事营销都还没有下功夫去弄，
you are borderline not relevant to what's about to happen in next 24 months that's period.
那么你对未来两年所要发生的事情就一无所知。
For example when I was buying Google AdWords in in 2000，2001 when I bought the word "wine" for 10 cents,
比如说在2000年，2001年，我当时正在购买谷歌的“AdWords”广告服务，我买了“红酒”这个广告词，没有花什么钱，10美分。
that was a good deal. You're talking about a 14 dollar word right now
我当时认为还不错，而现在每个字已经14美元了。
Most people aren't executing on so many different variables they can't show the ROI,
多数人对于可变量没有反应，所以投资回报率就没有。
Look, I get it. You want to show the ROI of your Instagram campaign and you've got somebody disciplined above you
其实是这样，你想看到“Instagram ”活动的投资回报率，但你的顶头上司
that doesn't know how to quantify it and you walk in and say hey we did really well this month,
不知道怎么量化，你走进他的办公室说我们这个月的业绩不错，
we got 1,700 hearts that's a tough thing to sell through. I respect that.
我们得到了1700个赞，这个销售数据很不错了，我觉得这么做很好。
So the question becomes well everybody was debating is this Google AdWords thing really sell?
现在的问题是所有人都在议论，说谷歌的“AdWords”管不管用，能不能作为销售渠道？
Is this a good thing?
这么做好吗？
Where are our eyeballs-ears going?
你们的“眼耳”营销策略如何？
That to me is the thing that I'm completely obsessed with right now.
我现在最痴迷的就是这个。
Where are we spending our time?
我们把时间都花在了哪里？
I'm racking up the returns on that inexpensive cost that later turns out to be obvious to the market
我用最小的代价获得了最大的收益，你可以看到市场的变化，
when the market becomes aware and smart about it, it dilutes.
当市场意识到这一点时，它就会完全稀释掉。
That's basically the way I think about marketing which is why in 2007,
这就是我认为的市场，这也就是为什么2007年，
nobody even knows what Twitter is and I'm using a daily engaging with people,
没人知道“推特”是什么，当时每天都有人关注我，
by the time people figure out in 2010 11 12 13, that it matters
2010年，11，12,13年，当人们渐渐熟知后，
I'm amassing my hundreds of thousands of followers which was easier then,
我把我的十几万粉丝整合在一起，那个时候就容易了，
so the game continues to change.
所以这个市场是无时无刻不在变化的。
This is classic offense versus defense.
这是一个经典的进攻与防御大战。
Most of you are on defense, I am always on the offense.
多数人只能防御，但我总在进攻。
Let's do a little "did you know sign".
我们来做一个“你知道吗”游戏。
Did you know that in 2006-7 even into eight that it was proper Twitter etiquette
你知道在2006，07，甚至是08年，在“推特”规范中，
that if somebody followed you that you followed them back?
如有有人关注你，你也可以反过来关注他？
It doesn't work anymore.
现在这么做已经不行了。
