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2010 November | Chandler bug/pest control by Bulwark Exterminating

Black Widow Spider

BlackWidow Black Widow Spider
Black Widow Spider in Phoenix, Arizona. Note the red hourglass on the underbelly of the spider.
Black Widow Black Widow Spider
Black Widow Spider in Phoenix, Arizona. Black Widow mother with her egg sack. A Black Widow egg sack can hatch up to over 200 baby Black Widow Spiders.

Black Widow Spider

Black Widow Spider

Black Widow Spider in Mesa, Arizona

Black Widow Spider

Black Widow Spider in Mesa, Arizona

El Tour de Tucson: 109 Miles to Freedom

The longest I had ever ridden my bike was 85 miles, and that was only 2 weeks ago.  Everyone that I knew riding in this year’s El Tour de Tucson was riding the 109 distance.  I was thinking I might only do the 80-mile race, but when a couple of older riding buddies (44-year-old female and 58-year-old male) kept egging me on to go the distance, there was absolutely no way I could back down from that.

I buckled down about 3 months ago.  I went from riding once or twice a week to three or four times a week.  I haven’t had a normal Saturday morning in that long.  I would actually get up earlier on Saturdays than any other work day.  Up at 4:15ish, meet my riding buddies around 5:00, back at home by 9 or 10.  Home around 1:00 more recently.

I ran cross country and track in high school, and continued to run recreationally in college.  I even entered a couple home-town races just to make my running worth it and feel the edge of competition again.  But this was different.  The physical demands were different.  The training and inherent tactics were different.  The nutrition was only similar.  I never ever drank anything in the middle of a run under 8 miles.  I was having to learn to not only drink during a ride, but also eat once and sometimes twice.  I was having to learn how to properly eat for the rest of the day after a long ride.  And post-ride naps were out of the question per my wife and mother of our two small children.  If daddy was going to be gone on Saturday morning, then there was no napping or other me-time for the rest of the day.  Or weekend, for that matter.

El tour started at 7:00 am, but with nearly 9,000 riders, we’re wanted to get in the start line around 5:45.  We were up at 5, trying to down bagels and peanut butter at 5:15, checking tire pressure at 5:30 and out the door at 5:35.  Arrived to our place in line around 5:45 and had the next hour and 15 minutes to chat and stay warm.

Seven ‘o clock came rather quick and before we knew it we were off.  It felt like it took me a good 15 or 20 miles to decipher how cold I was vs. how much adrenaline I was pumping vs. how hard I was really working before I settled into a manageable pace that would work for the next 90 miles.    Just when my saddle started to feel somewhat comfortable around 8 miles in, we came across a dried river crossing.  One or two riders tried to brave the dirt pathway, while the remaining 8,990 of us didn’t hesitate to get off the bike and safely walk across the ravine.  The culture of Tucson awaited us on the other side, and I was in a much better mood now than I was going to be much later in the race, so I had to document this…

Other than the dried river and another wooded hiking trail that would come a little while later, I didn’t take my first real pit stop until 45 miles in.  Refill one of my bottles, grab some orange slices, stretch a little bit and apply some Bengay on my left knee, and off we go.  I was a little disoriented as to where we were in relation to downtown where we started, but the next several miles were through the suburbs of Tucson…I think.  I’m not gonna lie, it was fun to blow right through red lights as police had traffic stopped in all directions.  A lot of the locals even took time to camp out on the sidewalks with their cowbells and signs of encouragement.  I figure that’s about as close as I’ll ever get to climbing the Alps in the Tour de France with thousands of rabid fans running along side my bike waving United States and California flags in my face.

At this point there’s still 50+ miles to go, so one, especially a newcomer like myself, has to be smart about how you ride.  As a first timer, I didn’t have any shame or guilt about drafting behind other riders the entire race.  Drafting can save up to 40% of your energy, and with winds coming out of the south at 20 mph, I made sure to never lead any packs.  I’ll admit it, I even drafted behind a couple of girls.  Another factor I couldn’t overlook was fatigue.  That sounds simple enough, but I was about to surpass my longest ride by 25 miles.  I was feeling my way through the race as far as food and drinks were concerned.  How much to eat, how much to drink, a Clif Bar with higher density vs. an energy gel with no density and maybe half the calories.  When the body is tired, then the mind soon becomes tired.  When the mind is tired you forget things.  Simple things.  I needed to consciously remember to eat and drink and map out the remaining miles ahead in my mind to do so on a course I had never ridden.  My friends that have raced Tucson before cramped up around mile 85 or 90, so I needed to stay well hydrated to avoid that.

Things were going about as well as I could have expected until I hit the frontage road of the I-10 going south back to downtown Tucson.  The winds were still blowing as hard as they were earlier, but now I was getting a face full of headwind.  I knew I had the energy to finish, but I didn’t have any explosion left in my legs, so I was consigned to finish the last 12 miles at whatever pace I could go.  Riders would creep up on me and pass right by.  A couple times I tried to go with them, thinking that if I could get enough momentum to stick behind them, I could use their draft.  But every time I tried to fall in line, they just kept passing me.  Five feet head.  Ten feet ahead.  Now twenty.  Oh well.  I’ll try it again with this next group.  Nope.  That didn’t work either.  Oh well.

Aside from it being the last 10 miles of the race, there were 2 things that made it exponentially more difficult than I expected.  First, the wind.  Physically speaking, if there is no wind whatsoever, and you’re riding 20 mpg down the road, you actually have 20 mph of wind pushing back against you.  We call it “drag”.  But now there is actually 20 mph of wind pushing back against me, plus my drag at about 12 or 13 mph.  The second characteristic of this final stretch was loneliness.  It’s a frontage road, so there’s not a lot of businesses, or parking lots, or neighborhoods along side.  Which means there were no spectators yelling and clapping.  It all of a sudden got real quiet.  Just the sound of my wheels spinning and my legs hurting.

Eventually the police escort standing in the middle of the intersection directed me to turn left.  All of a sudden, people.  And they were clapping.  For me?  I think so!  And more people.  Still clapping. I turned one last corner and the finish line is about 100 yards away.  And then, out of the hum of hundreds of people cheering I hear “STEVE-O!!!”  Me: “Hey, that sounded a lot like my wife!”  In fact, it was my wife.  After I crossed the finish line and got off the bike I was staggering back towards the crowd  and I see my wife emerge from a sea of people.  After 7.5 hours of riding with complete strangers it was nice to see a rather familiar face.  There was absolute, positively no way I would be riding and racing as much as I have without the love and support of my wife.  She’s been the #1 reason I’ve been able to get on the bike and push myself like the good ‘ol days.  And then I saw 2 more faces.  My 5-month-old, Leia, and my 2-year-old, Max.  I picked Max up and to no surprise all he wanted to do with play with my glasses and helmet.

I was done.  I did it.  This was something no one could ever take away from me.  This race was apart of me.  I didn’t really beat anybody on the course but myself.  I pushed my body further than it had ever gone before, for longer than it had ever gone before.  I was an El Tour de Tucson finisher.

I have to admit it was a bit emotional for me to finally be done.  Months of training. Rides at 5:00 am.  No Saturday mornings.  Gatorade economy cases at Costco.  Clif Bars.   Smoothie Powerbars.  Two or three tube changes a month.  A new bike.  A different pair of shoes.  Stiff legs.  Pulled muscles.  Rides in the rain.  Rides in the wind.  Fifty five degrees outside.  A hundred degrees outside.

Three days later I’m still a bit stiff.  I’ll get back on the bike sometime this week and warm my body back up and let my muscles stretch back out.  And then…I’m not touching my bike at least until after New Years.  But I already can’t stay away.  I’m already thinking about how I want to train differently next year and areas I want to work on.  Maybe I can make it out to CA for either the AMGEN Tour de California or Levi’s GranFondo.  Tour de Phoenix will be a must.  And it’ll all end this time next year at El Tour de Tucson.

Going Viral: A Slow Defeat, Not a Quick Victory

viralmarketing1 Going Viral: A Slow Defeat, Not a Quick Victory

Viral Marketing Dicussion at BlueGlassFL 2010

I arrived back in Arizona on Thursday after having spent the previous few days in Florida, attending BlueGlass FL 2010.  I got a number of good takeaways from the sessions that I was anticipating, but the session that really shook the boat was Viral Marketing.  All the speakers blew us away with simple, but priceless bits of information.

Starting the hour was Brian Chappell, Sr. Social Search Strategist at Ignite Social Media.  Brian made no bones about his philosophy of taking something viral.  While most emphasize the quality of content as the “king” of viral, he argues that the mechanisms and seeding techniques of that content are atop the royal hierarchy.  While the content must be top notch, the mechanisms and techniques that get it moving must be the appropriate driving force behind a good viral piece.  What’s a Ferrari without gas to make it go, or streets on which to drive? Exactly!

Mechanisms are the literal actions you are requiring of your public.  It can be forwarding an email, clicking a link, a facebook like, a retweet, a public leaderboard of participants, or use of an affiliate program.  These are the actions that spread the word.  Seeding techniques happen on two levels.  Initial seeding begins with the marketer, and includes tools such as a press release, a pay-per-click ad, a media buy, facebook and twitter updates on the company profiles, community and blogger outreach, or simply word of mouth.  Second level seeding is done by the audience.  This is achieved via their facebook and twitter updates, social shares on those platforms, their retweet, their blog posts, etc.  It’s these seeding techniques that make the content shine.

Next up was Chris Bennett from 97th Floor.  The heart of his presentation seemed to be the simplicity of viral content.  Even the most complex ideas and concepts can be portrayed in pictures and graphics in a simple, easy-to-understand fashion.  Politics, social debate and the stimulus package all have its place in viral America if it can be displayed in a fun, simple and even humorous manner.

obama stimulus infographic23 Going Viral: A Slow Defeat, Not a Quick Victory

Obama Stimulus Infographic by 97th Floor

Chris advised to stay away from your typical “Top 10” list (which is the reason why this piece isn’t entitled “5 Things I learned at BlueGlassFL”).  Make sure your pieces are visually pleasing.  If your piece flops, keep trying.  It will eventually spread.  Don’t sell out your brand.  Also, remember that the best pieces are always informative.

Amy Vernon, Director of Viral Marketing Strategies from the host agency, BlueGlass, rounded out the panel of speakers.  Her main theme centered on the community aspect.  No matter the social channel, you will inevitably be a member of some sort of community.  Amy reminded us to figure out what communities and circles would be the best fit for our brand.  Once you’ve narrowed that down, study that community, know your place within it, and be a good member.

Switching gears just a bit, Amy gave us a great example of transparent and effective tweeting.  @DKNY came heavily endorsed as a perfect mix of personal narrative, active engagement and minimal brand mention.  Naturally, all good characteristics of a good community member.  Remember that @DKNY is not a channel of corporate info or industry tidbits, but it is managed by DKNY’s PR girl, and listed on the front page of DonnaKaran.com.  There’s no holding back with her.  From earlier this morning: “The good thing about today is……wait thinking….thinking…..let me get back to you.”  A case of the Mondays perhaps?

These speakers really opened up my understanding of viral marketing.  When I thought of viral, I would think of Rainbow dude screaming in the middle of the wilderness, or the ad that’s going to get your 50,000 facebook likes in a couple days.  I thought of it as the quick strike that delivered the decisive blow.  The KO in Round 1.  Viral is so much more than that.  Maybe it’s the piece that leads to 25,000 facebook likes over 9 months, or the YouTube video that gets viewed 100,000 times in a year.  It also doesn’t need to infest every inbox in the country or be seen by every single stay-at-home mommy when it’s featured on the Ellen DeGeneres Show’s “Videos from the Web” segment.  If it can easily be understood, shared and appreciated, then it already has a head start.  It’s mostly likely the TKO in Round 9.  Or, as Brian reminded us: “Viruses only spread when they are easy to transmit.”  I guess it doesn’t take a doctor to understand that.

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