Tag: social media marketing

The Internet is God

by jcafesin, posted in Uncategorized

Last night my husband got very sick. He was vomiting simultaneously with diarrhea and shat himself. He was restless through the night and got up early, clearly still feeling ill.

This morning when I came downstairs I asked him how he was feeling. Not so great, he told me. Still have diarrhea, but I’m not feeling as nauseous. I still can’t hold water down though. I think I have the norovirus, or food poisoning.

I put on my Dr. Mom role. Whatever is in your system you have to get it out, I told him. So, drink a lot. Start with water, or Gatorade for the electrolytes. Sip it throughout the day if it makes you feel sick drinking.

I don’t know if that’s the best idea. The internet says I should avoid drinking if I keep throwing it up, he told me he’d read earlier, likely off some bullshit site selling pharms but claiming to be ‘medical,’ like WebMD.

I felt my irritation building as he sat at the kitchen table and scrolled his laptop. You lost a lot of fluids last night, I told him. You need to replace it to help your system fight whatever you’ve got. And you need to eat something. How about a banana? They’re binding. Or a piece of dry toast, no butter.

Let me look it up and see what they recommend, he said and continued scrolling and reading.

Are you kidding me? I asked, miffed. Who are ‘they?’ The Internet!? By the time you find any real information on not only what is wrong with you but also what to do about it you’ll be convinced you need hospitalization. I’ve played Dr. Mom to our kids hundreds of times. Stomach flu, even norovirus is manageable with a few key steps. You don’t need to look it up! You need to stay hydrated. Bananas are binding and will help suppress diarrhea, I told him. Water will help flush your system of whatever is bothering you.

I know why he got sick. It’s the height of Spring, and we’re in New Jersey for his mom’s 90th. By the second day there he was suffering with recurring bouts of rapid-fire sneezing. Wheezing. Continual runny nose. Four days of severe allergies taxing his immune system, and he got on a plane to come back to the w[b]est coast. And while his allergies eased on the plane and entirely once home, someone in overpopulated New York City — the cesspool of the country, the crowded airports we waited in for hours with delays at Newark, or on our plane had something, and he got it.

Used to think the internet was the savior of mankind. Now, I fucking HATE CELLPHONES and the INTERNET! Both spread lies on a global scale, enable massive, unrelenting GREED, convert blind believers (Christians) into Trump supporters. And most all of you are addicted to both!

Raise your hand if you know someone who constantly pulls out their phone during casual conversation to ‘get the facts’ (what a joke!) on whatever the subject of your dialog. Hella annoying! I’d rather contemplate the answer than have it served to me by an unreliable source.

We got together with a friend of my husband’s while we were back east. He’s ‘one of those guys’ who whips out his phone to check if whatever is being said is ‘right.’ He read aloud with authority whatever [garbage] he found on the net. But iterating the first thing that pops up on his phone screen is, well, idiotic. Today’s internet makes it impossible to find any real facts without hours of searching multiple sources well beyond Google or Chatgpt, and even then, the information you’ll find is limited to the recommendation engines behind most platforms.

Do you pull out your mobile when you’re on the toilet, in line at the store, even with friends or fam? Text someone? Check your email? Scroll Insta? Look for…whatever? At both airports, on both planes, in line at any store, in most public places packed with people, or even just a few passing by, and most everyone is on their phones most all the time. Take your face out of your phone and look around to see what I’m saying here is real. The TRUTH*. Instant access to the internet through cellphones or tablets are creating a massive addiction problem. People are relying on their connected devices like junkies rely on heroin. And like the drug, it may feel good upfront getting that dopamine rush from instant access to entertaining ‘information,’ regardless how amusing there is little truth to what most are getting from quick searches. And addicted phone users supply far more data to AI engines making them easier to manipulate you with personalized, targeted messaging. The Republicans have used mobile marketing far more effectively than the Democrats. Clearly.

WebMD says I’m supposed to eat bananas for the diarrhea and stay hydrated with water or tea or something with electrolytes, my husband read aloud this morning. Like most today, he’s becoming one of the converted, a true believer in the Internet, whoever he deems them to be.

That’s what I said, I defended. Without looking on the net, I added cuz I was feeling pissed off, and a bit scared of his internet addiction right then. My husband doesn’t go to the toilet without his phone or laptop. The Internet has become his God. And I have no interest in, nor trust in blind believers.

Cellphone and Internet usage, whether for ‘convenience’ or entertainment or ‘information’ is moving humanity in the WRONG direction, away from compassion, empathy, and quality, to idiocracy. It is creating more blind believers than any religion. Your cellphone and the internet are TELLING YOU WHAT AND HOW TO THINK. Think you know why there is no customer service at Macy’s, or why most retail is shutting down? Yeah, Amazon, but more to the point, no one protests their spending their life hours in the long line at Macy’s because they are on their phones, being entertained by messaging to convince us to buy [into], try, subscribe!

GET A CLUE! It costs me (and likely you) MORE to order plane tickets for New Jersey using Chrome than on Edge. Why? Dynamic or Personalized Pricing, except the profit is for the airline, and the assholes who make and manage their SaaS. Google (who runs Chrome) has more data on my spending habits, my income, my ‘purchasing power’ than Microsoft. Clearly. So Alaskan Airlines went with Googles data and charged me over $40 per ticket more. And most everything you buy online now has variable pricing — you are CHARGED MORE the more data you give them through your phone because every site you look at, every platform you engage with, every purchase you make through your mobile is recorded and sold to the highest bidder.

Have I lost you yet? You want to be ENTERTAINED, not brought down with the TRUTH. Look it up and the Internet will tell you I’m a conspiracy theorist. The Internet saves lives! It moves society forward.

Well, it sure has. It’s creating a planet of junkies.

Don’t think of yourself as an addict? Well, if you got this far and are reading this on your phone right now, put it down and look into a mirror. NOT a selfie. A real mirror and then ask yourself to tell you the TRUTH. Most addicts can’t see it — can’t admit to being addicted. That’s why the #1 Rule in Alcoholics Anonymous is first to ADMIT YOU ARE AN ADDICT.

Do you care you are a junkie, addicted to your phone? If you don’t believe you are, then put it down and leave it for two hours. How many times do you think to pick it up? Just check it, quick check, see if it has anything you must know about right now?

It doesn’t. That’s algorithms designed to convince you to stay on your device. That way you are a target for selling — products, services, messaging, belief.

If you are one of the very few junkies who understand mass addiction to corporate talons is bad for society globally, take the Internet off your phone so you’re not tempted to spend hours every day blowing away your life’s time on mindless content meant to get you to blindly believe whatever political agenda or corporate America is selling you.

 — 

*How can you trust I’m not touting conspiracy theories, that I’m telling you TRUTH here? My husband is a software architect that helped design the first recommendation engine [for Netflix]. I have been marketing SaaS startups in Silicon Valley since the dot com boom in the late 1990s, and teaching entrepreneurs developing SaaS and ‘AI’ at Stanford and Cal Berkeley for a decade. Sometimes I wish I didn’t know what you all do not know — that I too could be an ignorant addict like most of you. It’s certainly easier to live with your head up your own ass. Too harsh? Maybe. But really, in the long run, ask yourself what kind of world are you leaving for our children when everyone is a junkie sucking on the corporate tit.

Marketing 101

by jcafesin, posted in Uncategorized

I hate running.

It hurts my legs, my lungs, my back, my tits.

I run between 3 and 4+ miles, five days a week. And I’ll continue to run as long as the benefits outweigh the drawbacks.

I hate feeling fat, and running is the quickest calorie burn I know of (my me-time is hugely limited with an active career and two kids). Running helps me think. It not only activates neural connectivity, it’s also a quiet space, undisturbed by kids or clients. I get to listen to my music, blasting through my earbuds, let it absorb me, the rhythm drive me, and in moments it feels like I’m flying.

I run whether I’m healthy, sick with a cold or flu, or anything else that isn’t laying me out on my death bed. I’m afraid if I give myself one excuse not to run it will lead to another, and in short order I’ll quit running. But I won’t quit, as long as the benefits serving my needs outweigh the hardships.

Benefits that fulfill Need/Desire is, or should be, the foundation of all marketing efforts.

Digital advertising is now the hip slick and trendy way to market. And no doubt, there are great marketing opportunities online. Websites, landing pages, social media marketing, e-blasts, analytics…etc, are TOOLS to market with. But marketing online, or offline, IS THE SAME THING. The basic principles of marketing must be applied to sell and grow any company.

Print, online, or on the friggin moon, Marketing is selling BENEFITS that fulfill WANT. There is no such thing as NEED. It is merely a construct of desire. Advertising, PR, branding, visual design, copywriting, marketing communications are, or should be, developed, designed and produced to SELL products/services/ideas/messages. ‘Likes, Engagements, Views, Impressions’ are all bullshit “vanity” metrics to stroke egos so you’ll buy more online ad space.

Startups these days typically begin their marketing efforts by flooding the internet with digital ads, videos, polls, games and such. These branding and selling campaigns push products and services without distinguishing a clear desire or solution for anyone. They do not tout the benefits of what these startups are selling, or identifying any specific groups of people who will likely find value in the features of their offerings. No matter what Google and Facebook tell you about their targeting AI algorithms, online ads are not tightly targeted to people likely to benefit from your specific product, service or message. This “Fire, Aim, Ready” approach clearly illustrates why 90+% of all startups fail.

I’ve been a MarCom specialist in the San Francisco Bay Area for 20 yrs. I’ve worked with a ton of startups who do not consistently promote their offerings features and benefits, or realign their marketing efforts to outshine competition, nor do they invest in developing new products that fulfill anyone’s desires. And I’ve watched them fold again and again, sometimes in ridiculously short order.

Marketing 101— IN ORDER (Ready, Aim, Fire!):

1. Get Ready and Productize Your Idea: Identify the features, benefits and differentiators of your offering that fulfill a desire, or offer a solution to specific target markets likely to find value in your product, service, or message/mission (non-profit).

2. Take Aim and Create Brand Identity, and Marketing Campaigns: Establish an identity (logo), and voice (tagline), as well as marketing efforts—digital, print, and pitch (in-person) campaigns that fulfill a desire, or offer a solution to each specific target audience.

3. Fire!—Launch Marketing Campaigns: Motivate people to ACT—to click, to subscribe, try, or purchase your offering, or buy into your message.

The new order of entrepreneurs are weened on social media and tech. Universities, startup schools and bootcamps generally teach their students to launch backasswards. They promote the MVP model of innovation. Building a MVP (minimum viable product) may have worked for a handful of successful startups, but it took them a hell of a lot longer to reach profitability than necessary. In most cases, MVP is a recipe for failure. Relying on consumers to figure out what benefits your offering should fulfill for them is time consuming, expensive, and lazy. It is the job of the entrepreneur to produce a product or service of value for specific groups of people before launching your business.

Unfortunately, opting for A/B testing, and SEO keyword tricks over real content—selling benefits fulfilling a desire—and relying on Google Analytics doesn’t actually SELL much. Measuring response rates isn’t new. It’s been in the background since advertising began, and generally offers limited utility. Marketing is dynamic! Results vary by target audiences, the day a campaign launches, time of day, day of week, the weather, behavioral trends, sociological and financial climates, to name just a few factors that determine response.

The principles of Marketing may be simple, but motivating people to bend to our will is not easy. Beyond the primary building blocks of any campaign, (Ready, Aim, Fire), at the core of effective Marketing is psychology. Online, or on Mars, understanding your customers and potential customers’ psychology is mandatory if you want the greatest response to your marketing efforts. Marketing pros study people, not code, since coding, especially with ever-emerging technologies, is time consuming to learn, and generally requires a different kind of awareness than psychology. I’ve yet to meet a web developer/designer who’s demonstrated mastery in marketing. Competent at software development means they’re investing their time in technology, not in the study of human behavior.

I tell my clients that digital marketing is not ‘the answer’ to effective marketing. New avenues of selling will arise, and others fade away. But the growth of any business, or nonprofit message, or even activity, like running, depends on the benefits continually fulfilling a desire for a specific group of people.

The Psychology of Marketing

by jcafesin, posted in Uncategorized

I teach my students at Berkeley and Stanford that the foundation of marketing is psychology. Marketing is manipulating people to do what we want, so to get people to do what we want, we have to understand how they think, what they feel, and why.

I also teach that the foundation of psychology, what motivates all of us to do whatever we do, is self-interest. I explain that even saints like Mother Teresa, who spent her life feeding the poor, caring for the sick, did so out of self-interest. Mother Teresa was not altruistic. There is no such thing as Altruism. It is a religious construct to motivate good deeds, to get people out of our own heads, even for a moment, to consider others.

Many students, especially believers of religion, have a problem with this lecture. And, no doubt, many reading this blog are bridling right now. “Of course Altruism is REAL. It’s what we strive for, our highest attainment— to give selflessly, because we are fundamentally caring, loving beings.”

Not so much. We are fundamentally self-serving.

And this is NOT a judgment call. This is a fact of human nature. What can be judged is what we DO with this fact of our nature.

I teach self-interest religiously with every Marketing lecture I give. As Mother Teresa spread the word of Christ around the world with every sick child she fed, she was fulfilling her function as a nun. And her brain rewarded her efforts with Dopamine, Serotonin, Oxytocin— ‘happiness’ hormones that made her feel good. In the face of that kind of poverty, I’d be crying daily. I don’t do what she did because it would not make me feel good in any way. I’d be profoundly sad, every day, knowing Christ will never save these children. People are going to have to do that.

We ALL act in self-interest. We scoff at Chevron fracking as the height of corruption, yet we blithely ignore our roles in global warming by driving SUVs we don’t need, or leaving lights or electronics on all the time because we’re too distracted to turn them off. Or we drive while on our cellphones, and cause over 1.5 MILLION accidents annually, and KILL, murder, 9 or more people A DAY so we can check our Instagram or Tiktok feeds.

I teach Marketing, not Morality, I tell students who balk at my contention our motivation, without exception, is self-interest. It is important to tell them this fact about us, this truth, giving them the ability to produce effective advertising down the line when they begin marketing their startups. To get people to buy into your product, service or message, you must understand their psychology— what they think they need or want, and why, then offer them solutions to their issues and desires.

Bernie Madoff did it to a lot of greedy people. He fulfilled their desire to get rich quick without effort when he convinced them to invest with him. Purdue Pharma fulfilled the desire of people in temporary and chronic pain, while simultaneously fulfilling the greed of medical professionals with kick-back payments that turned doctors into drug pushers.

Humans are self-interested beings. What we do with this fact is what matters, NOT that we ARE.

On the other end of the spectrum, Toyota fulfilled the desire of people interested in preserving our planet when they invented the Prius. And Tesla and other car makers have done the same with their all electric vehicles. Toyota and Tesla produce the cars they do to make money. And while serving themselves, they are moving closer to serving the greater good, by producing cars that have low emissions. Even better than electric cars, is solar and wind to power them, since over 60% of our electricity still comes from burning coal and other fossil fuels, which continues to do immeasurable damage to our planet.

Martin Andrew Green is an Australian professor at the University of New South Wales who’s dedicated his career to developing solar cells. Mr. Green’s self-interest is scratching a mental itch. He’s curious about light energy, and in learning how to manipulate it, his brain rewards him, makes him feel powerful, smart, valuable, serving his emotional needs.

Self-interest is NOT a curse. It is simply a state of being… human, in our case, but self-interest seemingly dictates the behavior of everything else that lives on Earth. Survival of the fittest is how species last over millennium. Not survival of the kindest, whatever ‘kind’ means. With every mouthful of food, every article of clothing, every vaccination Mother Teresa provided the sick and poor, she also fed them Christianity. She was not kind in spreading gospel that Jesus saves their souls. Instead of teaching the value and necessity of socially responsible behavior, which would have served the greater good, preaching rewards in the afterlife does not serve the living or their future.

There is no need to fear the fact that human behavior is driven by self-interest. Regardless of the religious allegory that Altruism is not only real, but mandatory for society to function, self-interest does NOT need to manifest as narcissism. Green, or Toyota, or the parents who work to provide for their kids, or helping a friend in need, most of us contribute to supporting our society or there would be no human race at all. We have no great physical strength or stealth prowess. Building communities, exchanging ideas and skill sets, being here for each other is all we have to sustain us.

We all have the capacity to be giving, generous, thoughtful beings. Our motivation is irrelevant. It is our ACTIONS that determine our morality, whether we are contributing to creating a society that thrives, or participating it our own demise.

Self-interest is encoded in our DNA, and is not a threat to humanity, but a valuable characteristic, a useful asset. We just need to lengthen our time horizon beyond our own lifetime, broaden our self-absorbed view. We must learn that acting ‘altruistically’ means recognizing our impact on each other and this planet, and that accounting for the needs of others as well as our own IS in all of our self-interest.

The Truth About Mark Zuckerberg

by jcafesin, posted in Uncategorized

IMAGINE working your ass off all through high school, studying instead of partying, volunteering with school and community groups so you can into a good college. You send out your applications, to Stanford, Harvard, Princeton, as you have the 4.8 GPA, and all the right clubs on your resume. Your mom kisses each envelope before mailing, “for luck,” then hugs you, with her silent prayer that you’ll be accepted everywhere, that the world will see her beautiful daughter the way she does.

Pins and needles until the letters start coming in, or maybe they won’t, and no college will want you, keeps playing in your head, until February rolls around and letters DO come. Cal Berkeley wants you! UC Davis wants you! Stanford wait-listed you. And Harvard ACCEPTED YOU!! You’re dancing in the kitchen with your mom, dad, and little brother, laughing, hugging, celebrating your achievement of hard work and tenacity. For the moment, you let yourself bask in the glow of your family’s pride.

August comes round, and you are settling into your dorm room at Harvard. Your roommate is nice enough, though she’s hardly there. Unlike you, she’s very social. She got into Harvard on her daddy’s dime. He went there. She had a 3.6 GPA, but got a free pass into the school, as did ex-president George Bush Jr (with a 2.35 GPA). If nothing else, Harvard is incestuous. Many of Harvard students are related to past students, with money.

You love your classes. Your professors. A few months into your Harvard experience you are doing well academically, even if you haven’t made any real friends. You assure your mom you’re fine, though you don’t tell her you’re feeling more than a bit lonely. The popular girls, like your roommate, came in with money, and come from money. They dress trendy, buy expensive, look sharp, act confident. Make it in Harvard, or not, they have no worries after school. The rich rarely have to worry like the rest of us.

You come back to your empty dorm room one afternoon, turn on your computer, and are about to get started on the paper you have to write for Expository, but the image on the screen stops you dead. Your face stares back at you, next to some other young woman. Under her picture it says, “HOT!” Under YOUR PICTURE voters say you are not.

This is the beginning of Facemash, which eventually became Facebook. This is MARK ZUCKERBERG’S idea of fun—making women feel like shit for his entertainment. IMAGINE what that girl must have felt when she saw NOT under her Harvard profile picture. IMAGINE if it was YOUR CHILD. OR YOU.

And here’s what ZUCKERBERG said the first night he released Facemash: “I almost want to put some of these faces next to pictures of some farm animals and have people vote on which is more attractive.”

This is MARK ZUCKERBERG then, and THIS IS MARK ZUCKERBERG NOW! He is still the same ugly, petty, small man/child, pulling the same ugly crap, indifferent to anyone but himself, ignoring the pain he is causing across the globe now. Zuckerberg was already a second year student at Harvard. He was not a child. If ZUCKERBERG was a decent man, a man of goodness, not cruelty, he never would have COPIED HOT OR NOT, an app that was already out there. Zucky just ripped it off! To debase Harvard WOMEN. Shame on you ZUCKY, and your MAMA and PAPA, for not teaching you how to treat others with respect and kindness!

ZUCKERBERG is still indifferent to anyone but his own needs, even TODAY. His Facebook recommendation engine helped get TRUMPY ELECTED! And he’ll likely do it again. How? His recommendation engine only shows you what ZUCKY WANTS YOU TO SEE. You do NOT see all your connection’s posts. ZUCKY WON’T LET YOU. He shows you only posts that REFLECT YOU. It helps his advertisers sell you more, to show you only what you’ve shown interest in, or people like you have clicked on. We are all merely seeing posts that reflect our own opinions now.

ZUCKY only sees his own reflection too. It’s what allowed him to debase women at Harvard. It is allowing him to keep his screwed up recommendation engine on and running, as you are more likely to BUY from people reflecting your position. Russians, Republicans spreading lies, ZUCKY doesn’t care. He cares about getting and keeping advertisers. His “fake news” AI department is a joke. I know someone working there, and they tell me he really isn’t trying to stop it at all. It doesn’t serve him to do so. He wants advertisers, and you don’t get them, and keep them, limiting ad sales.

He got lucky debasing women from an app he RIPPED OFF. Now he’s god, to so many. Sadly, they are so blinded by his “success” and they can not see the ugly little man/child he was @Harvard, and still is. Humans get our moral fiber between 0 – 8, maybe up to 10 years old. He clearly didn’t get much moral guidance from his parents. And amoral people rarely change. They need a brick to the head, to ‘hit bottom,’ and ZUCKY ain’t fallin any time soon. Now, he’s guiding the world to disaster, to make money from advertisers, to keep FACEBOOK and INSTAGRAM going. (And this is what Millennials, and MBAs deem “success.”)

Now he’s on to #THREADS, to collect MORE DATA on you to SCREW YOU, this country, the world. Don’t let him! Don’t get on THREADS!

My hope, MARK ZUCKERBERG, is that you learn to THINK beyond yourself, and to ACT with kindness and empathy, instead of what you were obviously raised to be— mean, thoughtless, sexist, totally and completely self-interested. Your power was wielded by the wealth of your parentage, mere chance you were born into money—dumb luck, literally. Imagine how you and your wife, #PriscillaChan, would feel if YOUR DAUGHTERS, #Maxima and #August, were voted NOT HOT, deemed UGLY their first year at Harvard, as no doubt they’ll go there with the money you have made on the trillions of wasted hours all of us have spent on FACEBOOK and INSTAGRAM , and coming soon THREADS.

#DeleteFacebook

#DeleteInstagram