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What do you say to all these people that think they can do social media easily? The word hustle I'm hoping is gonna come out.
对于如何在社媒行业取得成功，您有没有什么好的建议，我希望这其中会包含“努力”这个词。
So I think the answer is hustle. So I think listen, I think work ethic, you know I love it.
我认为答案就应该是“努力”，我认为职业道德特别重要。
I really do think that people grossly underestimate the balance between work ethic and talent right?
我认为人们忽略了职业道德和天赋之间的平衡。
Talent gets you to a certain place and then there's another variable to it and so I'm a big fan of it, specifically within social.
你可以轻而易举地通过天赋取得成功，但到了一定阶段以后，影响你的因素也会增加，所以我特别钟意职业道德，尤其是在社媒领域。
We, I'm starting to realize very recently, this is one of the first few times I've ever saying this.
我最近发现了一个问题，这也是我很少提及的一个问题，
We got caught. Web 1.0 and 2.0 were very automated and very quick results driven.
我们似乎被禁锢住了，“Web 1.0”“Web 2.0”很像是自动出现的，对我们产生的影响也非常直接，非常迅速。
If you've been on the web for the last decade or 15 years, something we got caught,
如果在过去10-15年时间里，你一直在这个行业打拼，那么你就会发现如今我们被禁锢住了，
because email-marketing, SEO and SEM, banner retargeting, all this stuff worked quickly.
因为像邮件营销，搜索引擎优化还有像搜索引擎营销，重定向横幅广告等等，这些东西所产生的影响非常迅速。
If you want I mean, the reason I built a business from 3 to 60 was cause I email marketed when nobody else did
我的意思是说，我之所以从当初的3个人发展到了现在的60人，就是因为我早早地发展了电邮营销，当时涉足这一领域的人还不是很多，
and I, 88% open rates right? I mean like cause it was new and nobody was doing it.
因为我有88%的电邮点阅率，因为它是新发展起来的事物，做的人不多，
So we had this web revolution where things, you know you did something and you got quick results,
之后我们迎来了网络革命，因为你可以迅速得到回报和结果，
then it matured into this thing called social media and it's actually the opposite.
之后发展成为了我们所谓的“社媒”，但它却恰恰相反。
Social media is human. Your best relationships didn't happen overnight. Maybe some of your most fond ones but not your best ones right,
社媒更像人类，人与人之间的关系不是一天可以建立的，你可能会心仪，但却不是你最喜欢的对吗，
and so what we call is Jab, Jab, Jab, Right Hook. Give give give and then ask！We're coming from Web 1.0 and Web 2.0,
所以我们管它叫做“Jab, Jab, Jab, Right Hook”，你要先给予再去索取对吗，我们都是从“Web 1.0”“Web 2.0”过来的，
which was ask ask ask ask ask ask ask and because it was new and highly effective and quite targeted in comparison to print, radio, television, outdoor.
当时我们是在一味索取，因为与报纸、广播、电视等等相比，它更加高效，而且群体定位非常准。
It converted quite well. You know you landed one in every four of those right hooks,
当时的转变应该说非常顺利，当时的概率可以说是四分之一了，
pretty good ratio compared to the one in every 500 that traditional media did.
但要和传统媒体相比，它的概率是五百分之一。
Remember I built a lot of Wine Library on traditional media. I'm not a new-age kid.
我在传统媒体上为“红酒图书馆”打了很多广告，我也不会赶时髦。
I love print and radio and television and direct mail still today. My problem is it's all overpriced.
我还是喜欢报纸、广播、电视以及直接邮寄广告，但问题是在这上面打广告的费用太高了。
Old traditional media right now is priced as if we live in 2002 instead of 2014. That's the only problem I have with it.
传统媒体的广告费还是2002年的价格，而如今已经是2014年了，所以这是它的唯一一个不足之处。
I still run a commercial if they charge me the appropriate price in a world where everybody DVRs and PBRs
如果广告费用合适，那我还是会选择传统媒体，前提是所有人还在使用硬盘录像机，还在使用硬盘分区引导记录，
and or if a commercial is lucky to break through all the new technology.
广告业还可以突破高科技的重重阻碍，如果这些都满足了，我就会选择传统媒体。
The second one comes up. You grab your phone and you're looking down and you're not paying attention.
突然有人给你打电话，你低头看手机了，那么这条广告你就错过了。
So you know to me the, I've never had, I mean the people that set auto DMS to their Twitter accounts.
对于我来说，我从来没有我是说，对于那些在“推特”上设置自动私信的用户，
I want to stab in the throat. The people that think that like you can automate human touch are wrong
我真想掐死他们，人与人之间的联系是不可能自动生成的，
and that's why they've struggled with it. They try, most people apply.
这也是他们一直不能成功的原因，多数人都认为这种联系可以自动生成。
I truly believe most people are applying SEO and SEM, banner targeted and email marketing psychology to social which is why they're not getting results.
我认为多数使用搜索引擎优化，搜索引擎营销的，还有重定向横幅广告的，还有什么利用电邮营销心理的，这就是他们不可能取得成功的原因。
