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Listen I think, I think social networks right now are in a very funny spot.
我认为社交网络如今进入到了一个非常有意思的局面。
We're five, six years in, so it's mature enough now that people are actually putting effort and money into it.
我们在这领域也摸爬滚打了5,6年的时间了，所以现在正是社交网络发展的成熟期，人们更是投入了更多的精力和资金。
So now we start getting into the real questions of ROI. Is this really worth it and what's really happening
所以我们现在要面临的是投资回报率的问题，我们的回报率高吗，其实目前所发生的，
is these platforms are so different than anything that we've ever come from that I see.
就是这种平台是我们从来没有见过的。
Here's what I see. I see everybody starting to become cynical about a lot of these platforms.
而我发现现在许多人对这类平台的态度是轻蔑的。
When what I see is the tools not broken, the mechanics are broken.
其实不是市场营销策略的问题，而是市场营销的框架发生了变化。
Right? That you know, the ROI of a piano for Keith and I is 0.
对吗？ 比如我和基思投资一架钢琴的回报率是零。
The ROI of books brought us has been phenomenal. The ROI of a piano for Elton John and Billy Joel was quite a bit.
但如果我们投资图书，那么我们的回报率将非常巨大，但如果艾尔顿·约翰和比利·乔尔投资钢琴，那么他们的回报率也会很多。
So the ROI is predicated on how you use the tool. You know in theory, basketballs is broken to me as a money-making proposition.
所以这个回报率取决于你如何使用营销策略，从理论上讲，篮球对于我来说就是一个赚钱的计划。
It wasn't for Lebron. Right? So social networks work, but we aren't coming off.
但相对于勒布朗来说就不是了多吗，社交网络本身没问题，但它没为我们所用，
This is the single most important point that I did not make in the book.
这是唯一一点我没有在书中提到的，它非常之重要。
We are coming from a digital world where things were actually quite scalable and automated.
我们处在数码时代中，它的特点是延展性强，自动化发展。
Banner ads, search engine optimization, email marketing, these things actually were quite automated.
横幅广告，搜索引擎优化，电邮营销，这些自动化的特点很强。
Social ironically is very heavy human, very heavy touch, very long term.
而“社交”可以说是非常人性化的，它维护了一个长期的联络关系。
We came from sprinting and we're going to a marathon and most of us aren't trained for this marathon.
就像我们刚刚进行了短跑，马上又要进行马拉松，但多数人没有这方面的训练。
I'm gonna come back and look this...
马上回来。
