Clif High - clif's wujo - March 30, 2017

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March 30, 2017 - Clif High

21:55

clif's wujo - March 30, 2017

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	March 30th, just about eight in the morning.
	Maybe uh a few minutes after something like that.
	It's cold.
	Case I need it.
	We're still in chill mode up here in the Northwest.
	But at least for the day, no rain.
	It's a good deal.
	There's a lot of different things to do discussions on.
	Markets, all different kinds of stuff.
	I'm gonna step through some things here.
	Because I've had some questions.
	We had a crack attempt on our um uh server.
	Uh it got in the email server, it was my own fault.
	I didn't apply the appropriate patches, it only got to the namespace, and it only um uh they were only able to change some of my list names around.
	That was it.
	It was the only area that was unprotected.
	Uh so no big deal.
	Um I had questions about the markets, and it's an issue of um language.
	You have to understand that when we say that there's gonna be collapse, crash, this kind of thing.
	Doesn't mean everything stops thereafter, right?
	Just because the market collapses doesn't mean they don't try and pick it up and start it again the very next minute.
	Um and these days, so a lot of that's gonna mean uh flash crashes.
	And so we're gonna see a lot of those uh over the period of time from now through uh to the end of August.
	Uh basically crash and and deflationary pressures that are gonna cause um uh black holes to try and suck up currency, which means that the central banks are gonna continue to print currency, and a lot of that stuff started in March, and it's gonna build all the way through the month of April, it's gonna build through the month of May.
	There's gonna be a slight lull in certain aspects of it through June and early July, and then it's gonna build again and off we go.
	Um but the damage that we're gonna see is gonna be should be evident here in these next uh few weeks in April.
	So it was um it was a March 15th, and then through the end of April period that we had to identify as this bubble of uh chaos and confusion.
	I would argue that is indeed what's going on, especially if you're in like the YouTube business.
	If you're one of these people that that um uh took in millions of dollars from ad revenue and hired 20-30 people to help you with your operation, and you were what they called a big U YouTube and you had um you know millions of followers and this sort of thing, boy, your revenues are gone.
	Like not down, they're gone.
	And it has to do with the advertiser boycott.
	Advertisers are boycotting for a good reason, not just merely the um uh that they don't want their products associated with ISIS videos and stuff.
	There's also all of this um clickbait kind of drama thing going on in YouTube anyway, prior to the or along with the issue of the ISIS kind of thing.
	And this is where you get uh YouTubers fighting each other, doing anything they can, uh outrageous pranking, uh, you know, uh stuff leading to uh you know near fatal accidents, all different kinds of crap.
	Anything just to get clicked.
	Anything just get eyeballs to watch, because you make your money off the advertising, and so you're making your money off the eyeballs.
	A lot of advertisers were you know rather outraged to find that their uh products were being associated first with uh philosophical viewpoints they don't agree with, but then also with these um uh extremists that anybody can tell you are gonna, you know, this will not end well.
	You know, you know you got a guy out there that you know his um his claim to fame is he jumped off stuff into water.
	Well, one time he missed it by that much, and the poor bastards in the hospital.
	Um so you know, the uh advertisers are I've talked to a few of them, you know.
	I sell a book on advertising, and some of these guys have uh uh called me up or some email and we've we've sort of chatted.
	And a lot of them were quite concerned that the guy was thinking, oh my god, you know, what if you happen to have a video like that and there was your product for you know your advert for anything, but it the juxtapositions that are coming up have just been wild.
	Uh so um they were quite concerned.
	And there is an uh there is a uh an advertiser withdrawal and an advertiser boycott at the YouTube level, and it's gonna just devastate YouTube.
	YouTube makes billions of dollars off of ad revenue, and it's all getting sucked out.
	Now YouTube had their own plan, or there appears to be a very larger um uh plan at work, which is to make YouTube uh TV on demand.
	And if that's the case, uh you know, there would be um approved news outlets, and uh which there appear to be because none of the bans seem to hit CNN, MSNBC or any of these other um lying fake news outlets.
	Uh so uh they appear to be the favored uh children for the new YouTube TV on demand approach, and um uh this really brings up another aspect of this that we should divert into.
	Okay, these people don't grasp that uh the innovation of YouTube is not YouTube TV on demand, it's not TV on demand.
	They're not gonna be able to take the old broadcast media, move it over to YouTube, and have you consume it the same way that you used to consume TV TV, right?
	So they don't get they they've missed the whole concept of uh authentic and and what makes something uh worth watching on YouTube.
	So CNN's gonna puke on YouTube just like they're puking on broadcast.
	Uh MSNBC, all of them.
	It's the it's the same situation.
	There isn't uh they're not authentic at all in any of their their propaganda media, and that isn't gonna change just because they move over to YouTube.
	Uh and the entertainment that they've been offering is propaganda, and it's not gonna change either.
	So if we get to the situation where YouTube still sort of exists as it does now, um you may find that they've got it uh you know, um segregated, and where they say, okay, you know, over here is your approved news outlets, and these people can get advertising dollars uh associated with them and so on.
	And anybody else, nope, nope, you're over here.
	And anybody, you know, you can still go look, but we won't also show you in searches.
	So you'd have to figure out some way to find these people because the YouTube search wouldn't put you over into this part of their um area.
	Now, there's a lot of reasons for them to keep this area because it's that uh base that um in essence is the demand pull for the all of YouTube itself, and so it YouTube's got some serious problems.
	They're billions of dollars of revenue are gone, and that's because the advertisers cannot stand what's going on and can't figure out how to deal with it.
	Plus, it's also gonna be uh stated a lot of the advertisers don't know how to make social media work for them.
	Uh there's like proper proctor gamble in um Facebook.
	So um, and you know, it can it can work really well, you can get huge levels of conversion, but it is not the internet is just simply not broadcast media.
	You don't work it that way.
	You shouldn't have any of the same paradigms, you shouldn't even approach things the same way.
	Uh you know, and I I threw a lot of these uh concepts out.
	I wrote a little book about some of those things that I I was able to make work.
	I was getting 82% conversion rates, and that was on uh admittedly that was on tweet engagements, but that led to a return on investment of something like 5,000 percent.
	Uh and the metrics, I love being able to track and and see that oh, this campaign isn't working, and I'd better tweak that.
	And you do it in 13 minutes into the into the ad campaign.
	You know, it's not like you gotta go months and then get hit by a giant bill and say, oh my god, that didn't work.
	You know, so um so advertising it can be highly effective, uh, but not the way they've been doing it, you know, not the shoveling out vast quantities of money and then allowing algorithms to try and jam you into uh ad space on the hope and golly that oh geez, maybe we'll get some kind of a connection here.
	It just doesn't work that way.
	So uh advertising on YouTube, advertising on all social media is failing.
	Uh it's failing abysmally.
	And so hooray!
	Social media is gonna die in its current form because the advertisers can't stand it, they don't like it, it won't work for them.
	And uh so they've got to change the whole world, and we're at that point right now.
	So admittedly, chaos is where we're at.
	Uh if you're into any of the social media, you're aware of this.
	There's a huge amount of emotional froth that's building around this whole thing.
	Uh people that, you know, were making um literally, actually, up until like maybe s what was it, Monday, Sunday.
	Uh actually would have been Saturday, and so they would have found out Monday or so of this week.
	Um, so let's say the 27th, it would have happened, say the 26th through the uh through today through the 30th, and they will start getting their stats off of their uh ad revenue things, and they'll see that it just gone.
	They don't have any.
	Now me, I don't care.
	I never had any to begin with.
	Uh I didn't like advertising, there's a pain in the butt.
	You gotta go in extra steps.
	All I really wanted to do was to get the stuff up there.
	And and to be honest, I don't make my money that way, right?
	I make money selling the reports, providing value and and that sort of thing, not doing advertising.
	Now it is true I did do a an a commercial for um uh a friend of mine, uh uh Jerry Durand at at uh Durand Interstellar.
	Interstellar.com, he's a guy with the structured water chalices, which I've got I got one in the motorhome too, by the way, but it's just over there.
	Um, but um uh and I'll probably end up making another commercial for him and a friend of his out of Australia.
	Uh but uh as a rule uh, you know, advertising it's like eh, just a pain in the ass, you know.
	It they're fun to do the commercials and that sort of thing, but to actually have to manage ad campaigns and and it gets to be work.
	You know, I got enough work, I don't need any more of that shit.
	Uh and especially with social media, you have to have a different kind of a paradigm in order for the thing to actually work for you as an advertiser.
	Uh anyway, so social media and its advertising are dying, it's gonna be just fantastic to see what emerges.
	There's huge amounts of money in it, this has been proven, so it'll take it a long time to actually fall over dead, right?
	Simply because the uh though people will keep trying to resurrect it, trying to figure out ways to to get around some of these objections, trying to solve the problems that exist now, as within uh any new media.
	And uh, under the circumstances, uh fantastic time to just be observant and watch all of this.
	Just the opportunity to see the chaos develop around you and see how people react to it.
	Now, uh for those people that are into the YouTube business that are not advertisers, that may have made money uh off of advertising, you better start thinking and rethinking how you're going to do it if you re uh rely on uh your work in media uh to make money, right?
	Because see the thing is that the advertising model is gonna go um uh is puking all over itself.
	Um advertisers don't like it.
	Um for lots and lots of different reasons, mainly to do with the personalities that they ended up paying.
	And they weren't weren't too happy about this.
	And so um if you're uh uh uh content creator, you you better figure out ways to make money if you try and make the money off the content.
	There's you know, dozens of ways artists have been doing it for centuries.
	Uh what's gonna happen with the YouTube uh and face and Facebook and Twitter and so on, all of the social media and all of their advertising, because the revenue is gonna go, remember?
	Now now uh Twitter is trying to take over YouTube space by offering TV on Twitter, videos on Twitter.
	And uh Facebook is is basically you know, at least 60%.
	Well, let's say I don't I don't deal with the Facebook at all, but let's just say that those few times I've seen the screens, there's always a video at least in those little um timeline strips.
	So uh I suspect that it's uh gotten to be heavily video um uh dominated anyway.
	And so under the circumstances, the these other media were trying to figure out um these other platforms were trying to figure out where the hell to go with their um advertising structure and how to make it work.
	And you have a lot of the advertisers that say, you know, never never never never give creative people money, and and this is what we have happen.
	You know, um there were people trying to game the system, they would create drama just to get the clicks, therefore they got because they drew such huge audiences and had you know millions of followers and so on, uh they got more uh dollars per view, uh causing more uh a higher dollar per uh view or higher pennies per view um uh bids For for the ads on their sites, and so they just figured out how to game it.
	You know, and it's true, if you leave anything in place long enough in a static fashion, people will figure out ways to game it.
	That's they're lazy, lazy bastards, but they've got very inventive minds, especially when it comes to that sort of thing.
	And um, and they, you know, as the Brits say, everybody's on the fiddle.
	And so they, well, yeah, I can I can tweak that so I can sit here and have an extra cup of tea and not have to work so hard.
	Um any shadows or whatever, it's the crows flying around.
	They they've come and gotten some uh some food here.
	Anyway um so the advertisers are in deep, but it's gonna alter social media as we go forward.
	Uh people that are advertising uh or that make their money on social media uh better start coming up with plan B really quick because we're not going back to plan A. It can't happen.
	Uh we will have the advertising come back, but not in any way that that is gonna be like what we've got now.
	It won't be this wild west free-for-all kind of thing.
	And I think that's it for this particular one.
	But uh you've got tens of thousands of creators out there whose revenues have been just walked right off.
	And it has to do with the um uh advertisers legitimately not wanting uh algorithms uh placing linguistically.
	The language should, you know, I mean YouTube when they bring these things in when they allow the uploads, um runs the things through processing.
	Presumably they do a uh speech to text, and then um they should also be able to run analysis against the text.
	Yeah, it's gonna take some time, and they'll have to figure out some ways to speed their processing if they want to be able to uh hold this position, but they should be able linguistically just to process through, uh extract more than synopsis, uh throw it into a um uh database, attach it, and then have all of the words relative to that particular video.
	Then uh take a context of the uh upload characteristics of that video, add more knowledge to where the thing came from and who it is, and whether they're uh you know stand-up.
	Also, if they've got uh authenticated um uh IDs, you know who everybody is.
	So it shouldn't be that difficult.
	Uh, you know, YouTube I think is um uh got some serious work to do in order to overcome the objections.
	I don't think they'll have it by Sunday.
	Uh programmatically, they're looking at um uh well it depends on the approach they would take, but uh it could be you know as much as a month or more.
	So we may see uh YouTube people uh you know begging in the street.
	Oh, former YouTuber, former YouTuber, you know, help please, uh former YouTuber.
	I don't mean to make light of it, but you know, it is funny.
	It's humorous, the you know, uh the idea that uh uh the they're at the height of their success.
	I mean it's you know, it's a very Taoistic uh message here.
	The height of the success, it's the chopped off, you know, at the knees.
	And it's because the way that shit happens.
	Um like I say, the YouTube uh community, you know, deserves a lot of the um grief.
	It's not self-policing, uh, there are no adults in the room.
	So, you know, it's like you get what you uh what you allow.
	And when you've got all those rowdy teenagers running around with uh cameras and crap, no wonder you get chaos.
	Um you know, if I was still a teenager, well, look, I even I'm not a teenager and I still participate in the chaos, putting out weird shit there and how they got to categorize my stuff.
	Uh anyway, though.
	So we'll see what I can chop out and what I can keep.
	Um it's fascinating.
	Uh the YouTube controversy is gonna spread all the social media, and uh it's gonna hit Google really hard in the nuts.
	They've just been knee repeatedly, three times at least, um, with this business, uh billions of dollars sucked right out of the coffers, and it's not gonna get any better.
	Uh they're uh currently right as we speak right now, uh you've got programmers, you know, slugging down the the caffeinated beverages and shoving in pizza like mad trying to crank out code to fix this.
	It's not an easy fix that way.
	Got all the tools to fix it.
	I mean, in terms of the linguistic analysis and so on, uh they just don't have the concept of how the advertisers need to be treated uh with the kind of media that they've got.
	And And to be quite honest, the advertisers are just flakier than hell if they think that the old broadcast approach is gonna work.
	It just does not.
	It's not possible.
	It's stupid.
	And you know, I've seen these ads, right?
	Where it's the same damn ad.
	And it's um we can take an example.
	Why, even you know, the new modern guys here, right?
	Like let's take uh Ty Lopez, because they really inundated me with his ads there for a while.
	He did this one particular ad uh that I saw 25 times in the course of maybe um six days, and uh there's no reason for that, okay.
	Uh as an advertiser, let me clue you in, guys.
	It's like uh yo, butt hit, pay attention.
	You got the camera, you got the crew, make 25 ads, not one long ad, make 25 short ads.
	Pop them up to me, you know.
	Let them cycle so I don't get bored with your shit.
	That's the way it is for everybody.
	Uh so we've got the capability.
	It costs you less probably to to create the 25 popcorn ads than it does to create the one that's as long as the same 25.
	And I'm quite certain you can get your message across in the same uh in the 25 popcorn ads.
	Um, but in any of them, and that you know, I mean it adds all kinds of stuff in the uh to your advertising campaign to take that approach.
	Uh but uh my point is not to have a lecture on how to advertise, you assholes.
	Uh you know, get it right, get it right.
	Okay.
	So uh I've got real work to do, I've got to go get to the trimaran, I've got to try some more welding, and I'm gonna uh get off my advertiser rant here.
	Really pisses me off though, because I was doing really well selling um or or you know, getting my uh ad rates up, my conversion rates, even on um uh direct response um to sales off of uh Twitter ads.
	It's like that was phenomenal.
	Uh I think I got like 19% off of that, only like 11 or so off of uh Google, and Google was more expensive, there's no question.
	Less return, uh more expensive.
	Uh so I didn't favor them so much, concentrated on Twitter.
	Twitter is also real time, it makes a big difference in how you treat these media.
	Uh Facebook is like um well, it's like they're walls, okay.
	Look at the metaphors that the various media are using here.
	They have the timelines, but now none of them are timelines except for Twitter because the stuff is short, brief, and it scrolls off.
	Uh, true, the same sort of thing seems to happen within Facebook, but you can go and retrieve it all, and it's all a little bit more static and it's a wall, it's emails left tacked up to a wall.
	So uh, you know, the metaphors themselves tell you something about the different media and how to use that particular kind of a platform.
	Um, you know, as an advertiser, uh you've got to be a little bit more creative than than making your little three by five card, putting your push pin into it, sticking it on the wall uh at the local food co-op.
	You gotta do more than that if you want to get the sales, and that's the old broadcast approach on the theory that people would go and see it.
	It just doesn't uh doesn't do well within the social media, and it's even worse when your particular three by five card is pegged up to a wall and you don't know who the hell's wallet is and what else it's your your three by five card is competing with.
	And I I get that, I really understand that.
	That's on their part on the on the platform's part.
	This shouldn't be that difficult.
	It's it's a technical issue.

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