- Case Study
Fast and Furious: making sure “No good ideas get left behind” at VaynerMedia.
Because of Kindling, many of the VaynerMedia’s conversations around ideas take place on the web instead of in costly meetings. And when they do meet, ideas have already been reviewed, vetted and polished. This gives VaynerMedia a leg up on their competition and shortens the time from idea to execution.
For most college graduates, commencement day is about celebrations followed by a brief respite before entering the workforce. Not for the Vaynerchucks. The day after AJ Vaynerchuk graduated from Boston University, he and his brother Gary, the New York Times bestselling author and Wine Library TV personality, hired three of AJ’s friends and began spearheading a social media Campaign for a global cosmetics company.
Today, just two years later, VaynerMedia is a team of 25 20-somethings whose parents probably think they are paid to hang out on Facebook and Twitter all day. Which is pretty accurate, but far from simple—the new economy of online community-building pays enormous dividends, and few agencies are doing it better than VaynerMedia.
In their New York City Flatiron district office, the open floor plan amplifies a steady rhythm of excited chatter mixed with furious keystroking. AJ fields questions from multiple angles while holding conversations on various devices. The agency’s social media practitioners are reshaping the way brands like PepsiCo and NY Jets spread ideas and communicate with audiences. Building engaged communities is their passion and it shows."
- Total Ideas: 2693
- Total Comments: 1154
Creating a Hub
“It’s all about the user. It’s all about building an authentic voice on social media platforms and creating a hub for your users to come to you, so you can engage with them,” says co-founder AJ Vaynerchuck.
It’s this kind of creative environment mixed with great leadership that produces ideas—lots of ideas—coming fast and furious.
The challenge AJ and team had was how to capture, polish and maintain activity with all the energy and ideas flying around the office. Emails quickly became buried by other emails and project management software proved ill-equipped to deal with “the idea” of the idea.
“A very common instance was somebody coming up with an idea, they would go to the person next to them, say something, they would bounce it off each other, and then it would die,” AJ says.
Agencies by nature are idea and execution factories — you can’t have one without the other. VaynerMedia is keenly aware that you are only as good as your last Campaign, and that Campaigns are birthed from ideas. Iteration requires starting where you left off versus continually reviewing and rehashing. Frustrated with the lack of a cohesive vessel for ideas, AJ started asking around.
“Kindling was something that a friend sent over my way. I looked at the website and felt like this was the hub we needed to ensure ideas became actionable,” he says.
Days later, the VaynerMedia team was up and running with Kindling, which is now a core part of their business. Because of Kindling, many of the conversations around ideas take place on the web instead of in costly meetings. And when they do meet about ideas, they have already been reviewed, vetted and polished. This gives VaynerMedia a leg up on their competition and shortens the time from idea to execution.
Breaking Down Silos. Building Up Numbers.
After almost a year of using Kindling VaynerMedia is now averaging 500+ ideas a month."
“We have about 15 community managers who have a sole focus of working with our brands to build their communities on platforms like Twitter and Facebook, and we use Kindling to have an open dialogue between those 15 people so they don’t work in silos,” says AJ.
AJ says Kindling gives people an outlet to be creative and quickly share ideas that they can come back to or get help flushing out. For his agency, Kindling is a creative tool, a project management hub and stands at the core of what they do — ideate, innovate and multi-task.
“Kindling has improved and increased communication revolving around ideas, and our work internally,” he says. “It gives people the opportunity to centralize ideas and to also have a conversation around ideas.”
In today’s social economy, everything great starts small and moves fast. For VaynerMedia, Kindling makes sure no great ideas get left behind.