Call it “Micro Diaries of a Mad Twitterer,” but early 30s Gary Vaynerchuk has amassed a meta-canon of video blogs (aka vlogs) and Twitter-Facebook updates. Specifically, these are not normal ‘human’ numbers of vlogs or Twitter updates - GaryVee (GV), as he goes by, has 208,000+ Twitter followers and upwards of 20,000 once-counted Facebook fans. He’s creating a legacy of video bloggers - Samantha Ettus at Obsessedtv.com - to build on his “personal branding” meets “social business” platform. And the recent non-digital coup: a book deal with HarperStudio - 10 social branding books for a 7-figure deal. A breakdown of the deal, the frequency dilemma for GV, and his growing personal brand network - after the jump…

The Book Deal:

Per Twitter’s “Garyvee” Vaynerchuk Gets A Book Deal - WSJ.com:

[...]Mr. Vaynerchuk is not the first celebrity to leverage his fame with a book deal, he may be the first to have become a celebrity in an era that merges the Internet, a recession, and rampant career dissatisfaction. “I can’t tell you how many fix-your-career, reinvent-yourself proposals we’ve seen in the past few months,” one editor at another house tells me. What sets Mr. Vaynerchuk apart from all those guru-wannabes may be that he already has an ardent fan base of frustrated entrepreneuers, the recently downsized and the generally careerologically challenged. He has a “platform,” in other words, a built-in audience.

That the innovative book deal suggests a built-in audience shows great presentation/meeting skills by GV. His fervent audience was alerted to the meeting and made a great deal of noise during the meeting for Gary to point to, which impressed HarperStudio appropriately.

Well played. And like Chris Anderson’s Long Tail book, GV wants his fanbase to help write his successive, social playbooks.

But is a marketer/blogger, who cheerfully admits he doesn’t read books, going to be able to sell them to other Internet types who probably don’t read much either? It’s one thing, after all, to get your career advice for free, simply by turning on your computer — and another to plunk down $20 for a hardcover book. What both publisher and author are banking on, though, is that people will pony up for a piece of the brand that is Mr. Vaynerhcuk, much as they buy books from and about celebrities they think they already know from TV or movies. Mr. Vaynerchuk — for so many an aggressive, persistent voice in the ear that counsels “going for it,” whatever it is — suggests his fans will buy his book as a “thank-you play.

The Frequency Dilemma:

All things said, this is a great one-man-show beginning. However (and this is a big “however”), the next step is for GV to scale his social operations, as one assumes he already does with his retail wine business with its $50M in annual revenues.

To create a vlog daily, ping across all social media platforms many times per day, make appearances+speaking stops at local television stations and daytime talk shows,  help build a new social voice in Samantha Ettus … and write 10 books for HarperStudio is quite a task.

The lifestreaming toll it undoubtedly takes, when paired against his commercial wine business  and growing family life with all of its financial and emotional requirements would put most of us sideways (and underwater)…

Yet the energy, the aggressive enthusiasm and most importantly the authentic and transparent voice he promotes keep him headstrong.

So what would New Medici’s recommendations be for GaryVee to manage his constantly expanding authority?

• If he hasn’t got them in place, several intern-meets-wannabe social media managers who can handle all of the platforms. Blake Mycoski who created TOM’S SHOES has a huge banquet table (think Harry Potter films without the flying candlesticks) chock full of interns who graduate to higher roles as they perform. While TOM’S is more non-profit in nature, GV’s magnetic personality could enliven a quick bench of supporters.
• Much like his former studio deal with Revision3, as Gary helps create+launch new personalities, like Ettus’ ObsessedTV, he should build out his WineLibrary studio, and give it the broadcast love/feel. More broadcast graphics, external interviews with supporting cast, and more spin-off internet celebs to scale his programming line-up. I’m not suggesting spending millions, but enough to have your own SportsCenter-like hangout. Think Diggnation’s opening title sequence with “Mad Money”s set design.
• Have his fans help write the book, (of course!), and give them credit within the very chapters they help create. Getting one’s name in lights (think Hollywood metaphor) becomes “Getting one’s name in print,” while it still matters. Think of it as “virtual” or “networked” production, and don’t just use them as guest paragraph-writers, but set-up the whole editing apparatus - copy editors, image pullers, book tour docents, marketers, book cover designers and ancillary web content researchers. Create the virtual publishing company, and move from 10 books to an overhead deal with Harper or similar/bigger. Bring the virtual company thunder, so to speak.
• Last, you know you want it: create the SportsLibrary channel for yourself and double down in the field you (most?) enjoy, outside a good glass of wine. Start very lowkey here, as wine gave you your niche leverage, but find a way to niche your opinion/commentary into sports… And buy those Jets one day with a scaled bank account.

The Growing Network:

Without further ado, the GaryVee network of sites - let me know if I’m missing any digital breadcrumbs:

1. WineLibraryTV.com - “Changing the Wine World,” Gary’s original site since 2006 with 656 video blogs (vlogs) to-date, with Gary’s wine club, wine “thunder cruise”, and wine label Flickr-like site
2. GaryVaynerchuk.com - WineLibrary bleeds into Gary’s takes on personal branding, social media and business, i.e., “social business”
3. Corkd.com - Gary’s social network on discovering, cellaring, sharing wine
4. Twitter.com/GaryVee - over 208k followers, this is where Gary stands out well beyond his site traffic
5. Twitter search on Gary - a lot fo real-time dialogue on GV
6. Facebook/WineLibrary - a Facebook fan page (19,700+ fans), Gary’s been able to get personalized Facebook urls - in advance of Michael Arrington and others as a potential Facebook (paid) Influencer
7. Facebook/Gary - another fan page (20,200+ fans), tagline: “I am a Wine Guy who wants to buy the NY Jets.”
8. Obsessedtv.com - Samantha Ettus on personal branding, a site much like Gary’s where he also acts as co-creator/producer; his legacy platform