Good morning everyone, and thank you for tuning in to our campus USA training session number three. This is the first of the analytics series This program will have a bit of homework. I hope you're prepared Are you prepared? I am. So Katie, Katie works really nice. He's actually really mean. I'm gonna give you a ton of homework now It's not gonna be that bad But the next session after this will be on March 10th at noon EST And we do ask that you try to schedule a bit of time to work on what she's gonna ask you to do Before that next session. That's why we have it based a week apart So Katie if you want to get us started tell us a little bit about analytics. What do we need to know? Okay, great So my name is Katie Valin. I work in the office analytics here at IEP and I work with Campus USA on their analytics What I'm hoping to do today is to Uh Then the first half of the session just going over what you're going to need to do for the homework And this will set you up for our second analytic session next week And then the rest of the time we'll talk about some tools that you can use on Twitter and Facebook and we will have time for Google as well and these will help you learn a little bit more about your audience So we're gonna dig in a little bit more next session on what your particular Analytics is telling you but this first half is going to help you set up for social media data So we can do that analysis for the second session We're gonna start and go ahead and look at our Facebook data to begin with and so what you're going to need to do is log Into your Facebook account and then go to your insights tab And this is going to Give you kind of a dashboard of your social media analytics But what we want to do is actually download all that data So you're going to go to the top of your Facebook page We'll click export which is going to bring up this export insights data box And so we want to download our post data So you need to make up collection here on the side of the box for post data and Then it's like a data range The goal is to have at least 100 tweets to tag because we'll give you a big enough data sample to draw some conclusions from So I would suggest maybe downloading your data for the past three months But you can either shorten or lengthen that time frame depending on how often you're posting So you'll make that a collection here in your date range box, and then you'll just need to click export data And this only works for Facebook pages, right? Do you do does anybody out there still use a Facebook profile instead of converting it to a page? There any comments in the chat roll? Okay, so good. I'm assuming that everyone else out there has already moved over to using a page and not to a profile Why is that important? Why do you have to use a page instead of sending a thing where you get friends? Well, this is the better Your And it also allows you to sort of track and see how your content is actually doing whereas if you're just posting it on your profile You don't really know where that goes All right, so once you download your Excel file and open it up You're gonna get something that looks a little bit like the physical spreadsheet. Well, it's scary to me by the way It's totally not very. It's very organized. All right, so the main things you need to know for This next session is kind of the first few columns here So it's your post ID. It's a link to your Facebook post and then the post message And that's the really important one And then these columns further down are going to be giving you data data specific to each post All right, so once Once you download it right need to go ahead and do a little bit Think we might want to back up just a little bit.   Yeah, so I'm the insights tab. So you see here on So you go into your insights tab Which is at the top of your screen and on your Facebook page click on that it'll bring you to This page which is behind this export insights data box Get to that data box. You need to click the export button all the way at the top of your page That'll bring up the insights data export box. You need to select post data, which is one of the three Options on the left hand side and then you need to go to your date range And I would suggest going for the past three months, but play around with it You want to at least download information for a hundred posts? So that may mean you need to lengthen or shorten your time frame After you've selected your date range go ahead and click export data, which is at the bottom of that okay, great so Then you open up your file and you're going to get an excel sheet that looks basically like this I'm going to be a little bit less formatted But we're going to go ahead and teach you a little bit how to make it look So it's a little bit nicer and more usable so to do that The first step you should really do is think about the type of content you've been posting on social media Because what you want to do is You want to come up with no more than 10 to 13 kind of content themes that you can attribute to your Facebook and Twitter content I've provided some suggested categories later in this presentation which you can use but Definitely think about what it is you're posting and tailor those to your needs What we're going to need to do for the excel sheet is add an extra column that we'll call tag and I tend to do this next to the post message column in your Facebook data and Then what you're going to do is you're going to go through and pick a theme from your list and Assign each post message a theme and put it in that tag So what's an example of the kind of tag that you might use for campus USA? So for campus USA one of the things we look at is kind of how financial content Performs or how English learning performs as a an embassy or a consulate your tags are going to be a slightly different so you could look at like how does content dealing with bilateral relations or Studying in the US how do those perform relative to each other and for our advisors the content tags that we're using for campus USA might be fairly well aligned with what you're going to want to do since we have scholarships English language Campus life Yeah Just think about what you're posting and kind of try to come up with some broad categories Okay, so this is how you insert a new column What you're going to need to do is highlight this type column which you see is the third column over and then Click on insert which is should be circled up at the top right of your screen and then you'll it'll bring down a drop-down menu and then you just Select to the insert sheet columns option you can also insert a column a different way a little bit faster Which is to once again highlight the type column just right click and then you select insert from the options But that's how we'll pull up You may also need to wrap the text in your post message columns So it appears all in one cell sometimes when you download your Facebook data You'll see that it'll be cut off because it's not wrapped So it's really easy to do all you do is you highlight the post message column And then you go up and you put the wrap text box Or option which is all the way at the top of your screen and should also be circled Once you've done that That helps it to not look completely crazy That way you can read everything that's out there right right. You're not like that kind of trying to small So you'll get a new column now next to your post message Once you've inserted it and you should label that tag and then you'll go through each post Read your post message and then take one of your Categories that you come up with and write that into the tag So you can see this first one a little bit small But it's talking about some cultural aspects that this Facebook page was posting about so we label back culture We go that sound and just kind of make decisions based on what it is You're posting and we do we recommend that you do a pretty short list of your your key words So that it doesn't expand into you know a hundred different options We're trying to figure out which one would be best and to keep that list Printed out and if there's more than one person managing social media account make sure that you have agreement before you start this All right, so we're going to do the same thing for your Twitter data, which is basically the same kind of So you'll log into your Twitter analytics page and put the link there that you can use and It's going to bring you to a page and you're going to have to click this export data button Which is all the way at the top of the page see it on the right? That'll bring up sorry Click on the left. Sorry. I just put that the wrong way first pick on first click on the Generally, it says last 28 days button, which is the left one right now. It says January 1st to March 2nd Because you need to select the date range in which you're going to download your data from so try it for the past three months See what it looks like once you've got your date range Picked go ahead and click update at the bottom of that box Once that is done, you need to click export data and this is going to download a CSV file for you and What you should do is actually go ahead and then save as that file as an Excel file So let us know if you're having any trouble as you're downloading right now and My guess is that a lot of you have used Facebook analytics before but you may not have used your Twitter analytics quite as much So we'll give you a second here to start that process And if you don't have time to do it today, then it's an email if you want to get some help on Downloading that CSV file and saving it as an Excel so that we can then open it up. Yeah So we're also going to need to insert a new column into this Excel file You can see it's kind of the same layout as what we saw on Facebook I'm going to give you a unique idea for each post a link to that Twitter post and then the tweet text We're going to go ahead and put in that tag column once again next to the tweet text column So it's easy for us to read what we're saying on Twitter and then assign a content tag to it May also need to wrap the text for the tweet text column. Can you just do that the same way as you did? So this brings us to kind of the homework for next week What you need to do is go ahead and download your Facebook post data. I would try for the past three months You need to download your Twitter data once again I would do for the past three months and then you go through and you tag your content I would try to tag at least a hundred posts for tweets each for Facebook and for Twitter, so you have a big enough sample size And then here are some of the suggested content times that you should feel free to use But definitely like modify as you need and we'll be sure to send you the content tags that we use for Campus USA as well Particularly for our advisors out there who may be just about what you need right now So that kind of brings us to the end of this homework session. Does anybody have any questions? That will keep moving on and feel free to jump in with some of you. I think of them later All right So, um, let's talk a little bit about what you can do on Twitter to learn a little bit more about your audience Twitter provides this thing called Twitter trends, which Kind of tells you what the audience in your target country is talking about So you log into your Twitter page, and you'll see it there on the left Circled right now campus USA page is set to seeing the trends in Brazil If you want to change that go ahead and click the change button right next to Brazil trends They'll bring up a box And so you're able to go ahead and select either a specific city that you're interested in or in the entire country And please put make some hurt me Twitter make some suggestions based on what it could be Has anyone done this before I'm really curious right in if you tried this previously Never okay Alright, so um, you can also go ahead and click on the discover tab, which is at the top of your Twitter page and this will bring up some tweets that Twitter has put together for you based on people you're following on Twitter and Kind of your geographical location. It'll also bring up the Brazil Brazil trends or whatever your specific city is On the side and you can do a little bit more research to figure out what exactly these trending hashtags or talking about So all you need to do to do that is just go ahead and click on that That hashtag and it'll bring up kind of a page with every single tweet that's using that hashtag One other way you can get to this is by typing in that hashtag up at the search bar at the top of your screen Or and once you've done that you can also go and use the advanced search function, which will We have a question as well should you type in hashtag our country trends or is that not a good way to find? No, no, I would definitely do Trends by going through and changing your city in that Trending box on the left hand side So right next to the trending box a little box about halfway down change your actual location Yeah, it doesn't even need to be just that you can just do your country So if you're in Peru go ahead and say I'm in Peru and Twitter will Trending hashtags work through this is sort of interesting if you think about it if you were doing an educational fair And it was gonna be in Lima Maybe you want to see what the conversation is in Lima instead of somewhere else Yeah, you can get that specific and sort of follow that conversation right so once you brought up all of your turning is Tweets for this particular trending hashtag definitely read through and see what the conversation is if it's Related to something that you want to talk about that day go ahead and use that that hashtag Great way of being involved in the conversation I do have to say make sure that you really do understand what the conversation is You don't want to start using a hashtag that maybe has a little bit different of a tone or a kind of or any window or you know We don't want to jump into something that you don't have a good understanding of right so an example would be visas I wonder what the conversation is on visas. It could be negative if it's used with another hashtag It could be positive who knows but something where you'd probably We want to make do a little research before you start using all right Any other questions about Twitter and I move on to So we have one comment If the hashtag use doesn't have anything to do with education USA's goals Do we just skip them? Yeah But it's not directly related to what it is that you're talking about You shouldn't be using them, but we did remember when we talked I think it was the first week actually about keywords So we sent around a list of the Spanish keywords The word free happens to be an extremely popular word If you have the option of saying at no cost versus free you might want to use free And in some ways you may want to think creatively about the hashtag to use because they could be Draw a little bit more attention to the edu estate topic that isn't as popular as you know Whatever TV drama happens to be the main hashtag. All right So let us move on to And what we're going to use with Facebook is their ads manager And so even if you don't have an advertising budget Facebook's this ad platform that Facebook has is really kind of helpful in being a number of people who are interested in topics I'm a number of people that you can reach on Facebook And so what you're going to do is go ahead and log in to Facebook ads with this link here that I've included And then it'll bring up a screen and there's probably going to be like a green create ad button And you're going to want to click on that that'll bring you to Putting on how many Facebook pages you're associated with you may need to pick your relevant Facebook page If not, it'll bring you to the screen here and the option I would suggest to pick is promote your page Okay, so what does this do so this is going to bring us to a screen that looked kind of like this And so I think we should use an example maybe as a way to walk through this So I would like to know a little bit more about the interest in India about studying in the US Right now just higher education. Okay, so I'm going to do is I'm going to go ahead to my location box and Select all India is my location. I'm interested in all of India You can make it more specific for a city It just depends on what your needs are and so that would take people who says that their location was in India Is that right? Yeah, how that works? Okay? So I'm also going to select the widest aim rate age range because that is what I'm interested in if I was more interested Maybe in like 18 to 24 year olds. I would go ahead and narrow that demographic and Then Also, let's do filter by language. I happen to know that a lot of people in India use English Online, so we're just going to go ahead and not bother to filter But maybe if I was working in Mexico, I'd want to know Is it possible to choose two languages when you're doing this? Yeah, do you have this? Okay? So for a lot of you out there Choosing Spanish and English choosing Portuguese and English choosing Spanish Portuguese and English Yeah, it might be helpful actually to look at one and then the other just so you can see whether you have a larger audience We're speaking Portuguese or are they speaking? This is might be something that's useful for some of our folks who had Written in to say that they were doing a lot of their posting in English Well, this is one way you can test and find out if most your audience refer Spanish over English or Spanish So the next kind of important Requirement we need to specify is under connection And so I'm going to select the broadest audience Which is all if I'm more interested in finding out about interests of people who are not connected to my Facebook page I would select the But the one that basically says not connected to me if I want to find out a little bit more about my Facebook audience I would select the option that says only people who are connected to my Facebook page Okay, so you can look inside your network and figure out who's talking about higher ed who's interested in it You can look outside your network. Yep What you once you've done that Facebook's going to provide us some really important numbers to look at the first one is potential reach Which is that top circled? Number and potential reach is the total number of people in India who have a Facebook account But that's a big number. Yeah, this is the biggest number. I could theoretically talk to Depending on which country you are in that Number is going to be either a larger or smaller percentage of the country's total population. Okay Facebook is also going to give me an estimated daily reach number Which is that bottom circled number and this number is the total number of people in India who are actors on Facebook each day Kind of the number of people I could maybe talk to today. All right So let's talk a little bit about how you find out more about interest So what you can do is go ahead and enter an interest topic into the appropriate box Which is the right there. It's labeled interest and we'll be able to see with see how many people in India are engaged Or I could talk to you about this particular topic. So for this example, I'm just putting in higher education Is it okay to get sort of specific? Yeah, I mean could we talk about scholarships or can we look up Educational advising fair. Yeah As you see Facebook's going to actually provide us with suggestions for other topics that are related to higher education that people in India are interested in So you can see here one of the options is for Sarah But before I click on that I can go ahead and see the potential reach number and then it's not on the screenshot But it'll also provide you your estimated daily reach number So I'm going to go ahead and click on course Sarah and this will give me the total potential reach and engaged users number for everybody who's interested in both topics and The number of people who are actively engaged with these two topics every day. I'm interested just leaving for Sarah I would just click out of the higher education option and please click go ahead and readjust those numbers Just That's actually really interesting So you can really start to pinpoint what people are interested in and get an idea of other ways to Pull in new audiences, right? So let's look at some interest that are maybe a little bit more specific to studying in the US So I'm going to type in study in the US and you can see that Facebook has gone ahead and given me some options before I finished typing one of those is Study abroad in the United States and because Facebook is suggesting that I know that this is something in fact Now I have a question does it matter how you type it in like what if you study study in the US instead of study in the USA and there's does it categorize it or is it the actual phrase? It depends a little bit on how Facebook categorizing The topic yeah, as you can see it gives you a description kind of Maybe something you have to play around with a little bit right and it gives you kind of idea maybe of how Right. Absolutely Okay, so Facebook's providing me the potential reach and estimated daily reach numbers For study abroad in the United States and it's also providing me some just some suggestions So I'm going to go ahead and just look at a student exchange program by itself And then English language, which is actually an option for their damage scrolling list You just can't see it right now on the screenshot So what I'm really trying to figure out is whether there's more interest in student exchange programs or English language, right? So it's a little hard to see so I just take my word for it But student exchange programs isn't as popular of a topic as study abroad in the United States however English language Which is related to studying in the US is more popular and does have more engaged users and both study abroad in the United States and student exchange program so Basically what you can use this tool to do is compare potential reach and estimated daily reach numbers at Different topics the other topics are maybe interested talking about and you can see which ones have larger percentage of interested and engaged users This can help inform decisions about your Facebook content because you're more likely to receive higher reach and engagement Proposed about topics that have higher numbers of interested and engaged users So for example, I could think about using English language learning in my study abroad posts to help me try to gain higher reach and engagement Has anyone tried doing this before? I'm curious right in if you have anyone have any questions So we see some comments saying that we've tried maybe using ads before but not quite in this way Okay, well, I would definitely say this is something you can use as kind of a research tool and to thinking about Your different audiences you might be talking to in your country, right? so why don't we move on to That would be true too. I mean everybody sorry this comment says For all the cities in their country sometimes people react better to radio than Facebook ads, right? And that is something different audiences have different preferences about how they receive information All right And we actually have some of the information if anyone is curious about the number of Facebook users Twitter users and Engagement rates in the five prior in country. So if you would like that, we'd be happy to pass that along All right, it's surprising sometimes you might be a little bit surprised. Yeah, it's interesting to be a different people Are you great? On to Google on to Google, which is actually our last tool for today So I know you guys have talked a little bit about Some of the big keywords and pre-lives that you could use for campus USA And this is basically going to tell you how to do this for yourself I do have to say some of the stuff the stuff that you shared is a little bit more specific I'll show you how you can do that But gives you a way of learning a little bit more about your audience too So what you're going to do is you're going to log into Google at work at this link I don't know how many people have a Google ad account We can send out some information about how to sign up for it three three straight forward Right in now if you do have an account and we'll just take a quick little tally So if you don't have an account we'll tell you how and then what is it? What does this allow you to do? So I'm going to tell us a little bit about word usage and language use People in your country, so you're going to go ahead up to the tools menu at the top and you're going to select squared Planner go to planner I'm going to bring into this next menu screen and what you're going to want to do is click search keyword and accurate ideas And this is going to give you a better understanding of your audience interests and word use I'm going to go ahead and stick with the same India example So we're going to look broadly at the interest in studying in the US and how people in India search for this information So what I'm going to do is I'm going to enter my search string into this first box up here It's in the product or service box and then you need to remember to include all variations of words So as you can see I've Used USA in several different ways. It's done United States US USA America. It's important to use all those different variations With the dots and without the dots exactly, right? So then we're going to go ahead and select the audience for targeting under this targeting Kind of drop down functions. We're going to take India That's the country I'm interested in And then you can also filter by language, which I'm not going to bother to do for this example But I want to know about how is Spanish speaking? Residents are talking about studying in the US. I would go ahead and say And so it probably will be important for you to look at both English and Spanish or English and Portuguese Just to make sure that you've covered all bases and what we kind of found previously was that there were some differences Between how people talked about it in different languages. So To know when you're trying to So I'm going to go what I'm going to do is I'm going to get go ahead and click that blue button Which is going to bring up a screen that looks a little bit like this So what it's done is Google's returned a list of keywords and phrases that users search for and are related to our initial search string and With this list Google provides an average monthly search number Which you'll see next to each of the like keywords or the phrases. So this is average number of searches For that particular keyword or phrase. Okay, and this is in India and in English So now only real down into the pay. Yep So Google's also provided us kind of an average monthly search number for all of these keywords Which is kind of like that graph again. This may be a little bit difficult to read but Looking at our example We can see that people in India look for information about studying in the US in a couple of different ways So for example studying USA is a more popular way to look for information than how to study in USA, right? universities in USA and Ns in USA are relatively popular ways to look for information about studying US as well Well, that would that would be maybe an interesting thing to start thinking about using maybe in your content That one surprises me a little bit. Yeah Yeah, and I guess So here's the second example about how to use this tool and we're going to use scholarships. So I Typed in basically Scholarships and then USA and all those different variations And we can see that Indians are more likely to search for information about full-bright scholarships Rather than scholarship USA So in my content, it might be a good idea to talk about Full-bright scholarships because I might find that I get a little bit more engagement with the Indian audience That's so funny because I would have guessed that the keyword would have been scholarship And I probably would have crafted my tweet with just scholarship and then maybe mentioned full-bright later on but not full-bright and scholarship Right. Well, I mean you can see that like scholarship is like just scholarship by itself is a popular word but your scholarship USA is not as popular maybe Surprising it's good to know. Yeah, so I what I've done is I've gone and translated that scholarship search string into Hindi And I've gone ahead and stuck it in the search bar and we're going to see whether Hindi is something that people in India are using to look for those types of information Or are they searching for it in English instead? So Google is translating this, right? Yes I use Google translate. Okay All right, so we know how much we trust Google translate sometimes, but all right. It is what I had. Yeah So what Google's returned to me is the search about scholarship and it doesn't have any results for it So what this kind of signifies to me is that people in India are only searching for information about scholarship in English That's interesting. It's I mean it's a great piece of information Right. Yeah, and I think what we've heard from some of our community managers who are Spanish and Portuguese speakers is that there's often a combination of languages used so it might be You know back us and then USA or some sort of weird mixture like a hybrid almost so this would help a little bit to Figure out who's saying what in what language? We'll find some surprising things. We already have Right Pretty much what I had to cover I think we have a couple questions. Yeah, and some people might have gotten a little lost I know this was a lot especially if you don't have a Google ads account. You haven't used it before This is maybe a little bit Overwhelming. So are there any specific questions that we could help answer? You want us to go back and go over anything? So this last section we were talking about was on Google ads, but we can certainly go back to Facebook or to Twitter analytics Just write in and tell us What you'd like to discuss and then we do have some more homework to assign It just sits a little bit But I do it every week for campus USA the content tagging and once you start it gets really easy goes much quicker Getting that initial start to it and for those of you who don't see the connection Content tagging is extremely important because what it allows you to do is to see really from one week to the next How a certain topic is playing out on your Facebook page in your Twitter page Our Twitter account so what we've noticed every week for Katie has to prepare this long report for us Which we're also happy to show you if you'd like to see it She reports on all kinds of stuff related to our campus USA accounts But one of the most useful things that she does is she says so this content category and it could be video It could be a link. It could be a picture. It could be whatever this category of stuff on campus life campus life has done Much better than scholarships this week people are really engaged with this they're really interested in this And so we see all of these trends kind of changing over time, but there's definitely some consistent information that we've seen as well Scholarships does very well. It's not really that surprising English language learning does extremely well and campus life also does quite well Great, so it helps to inform your content strategy It helps you to sort of refine as you go and to make sure that you're keeping your audience engaged and you're giving them what they want So, okay, I think maybe now we have a couple questions How often should you review your analytic page? I would make sure you're monitoring it kind of all the time I think it's really helpful to know like how is your audience growing? Is there some posts that did really really well you go and once we've done this content tagging? You can see because that's kind of all in mind Maybe with what what you you're seeing in the rest of your analytics does this post about campus life This always makes sense and it's like really big engagement on this one post It's really helpful that so regularly yeah, definitely it should be a regular thing And I think also once you get into a rhythm it gets a little bit easier Yeah, so, you know in the beginning it could be a little hard to set everything up But then it'll get better another thing that we didn't really talk about is comparing yourself to other pages So that's one thing that we do we look at all of your pages And we can see you know How we're doing in terms of our reach compared to yours in terms of engagement Yeah, I mean everyone's Facebook page is going to be a little bit different You are going to be you have different Facebook page sizes That is going to dictate a little bit to your reach and maybe how much engagement you're getting But it can be useful to like watch other pages losers that function at the bottom of your insights but Turned on where you can Look at other other pages that you're interested in and that'll tell you a little bit more about their reach Maybe what they're posting that week? I've found it to be extremely helpful every once in a while. I'll click if I see that One of the pages that we're following has a big boost in reach or a big boost in engagement I tend to click and it actually pulls up the top three or four This on Facebook the top three or four posts and I can go in and see what is really popular and that has been Really quite useful as we said, okay, so, you know Ecuador just produced this great video. This is so cool and we will either share that or Will think well, that's interesting that that works really well What if we produce some content that's similar to this that they can share that other posts can share? So if you follow our insights as well, you'll be able to see our top posts But keep in mind that that analyze report is available to you if you like to know how our analytics are doing All right, so let's see Another question about the importance of finding out about when your audience right is a time That is really important because you do want to be posting when you have They don't know that they suppose don't necessarily have a very long life And so you want to try to catch people as they're online, so they're going to see your content. So, um, I wish I could show you but unfortunately I can't log in and show you in your insights But if you go back up into your insight and the tab is called You know, I think it's under each it'll go ahead and it'll bring up Kind of a graph and it'll chart your audience For every hour on facebook and so you can see when you have the most audience on facebook And that's when you should be posting content and it'll break it down too for the days of the week. So you can change your posting time based on your audience and you can go ahead and I think put together kind of Like a visual maybe of where you can find this and what it looks like If that's helpful, so we know not to post, you know late on saturday night Right get a lot more engagement the other time first thing in the morning. I know for us like 5 a.m No one is looking at facebook exactly like some jam is like I believe when most of our audience is on facebook So that's a really great time for us to put really important content on and you can think about prioritizing your content based on the number of employees very question On average, how many facebook posts should we post per day? This is a question that I will just admit that I ask all the time Because my theory of facebook posting is well, why can't I put up 20 posts today and then everyone says? No, you can't do that. So what's the answer? I don't have a magic number for um, how many facebook posts you should be posting. Um, I think you really need to think about Your content like you have a lot of different content that you can be sharing You do may be posting several times a day on facebook is a great idea You don't maybe you don't want to Post quite as much because it's going to be a lot of the same thing. I don't want to become spam people, right? But I really do think it's important to stay actively engaged on facebook Something you think about is like you're getting comments on your posts going in and like saying thank you or engaging with those people It's a good way to like And we talked during the last session about that weird little window of you know Wanting to make sure that you're responsive quickly after you get a new like and after people comment The timeliness is an important thing. It is really. Yeah So do we have any other questions? I know with twitter I mean you can go ahead and tweet a little bit more often those half-lifes on tweets is even shorter than it is on facebook So um people will miss kind of Right If you're not active on twitter kind of throughout the day So let's talk about the homework again for a second. Okay. What why do we need to tag our content? What's the most important reason why why should we do this? Well, you really want to be putting out content that people are going to find useful and they're interested in And so by doing this tagging exercise You're going to be able to see which types of content are reaching more people and people are more likely to be engaged in And you're going to find that um facebook type post the type of post is going to um Going to influence it as well. So for example like videos, especially if they're uploaded directly to facebook are going to get Way bigger reach than you might on a link post and so if you have an important message Maybe you can think about creating a video because a lot of people are going to see that um, but then again like if I I know my audience is really engaged in English learning Maybe I want to think about putting up a bunch of English learning content because i'm really interested in Facebook audience engaged So this is just going to kind of give you the information to make those types of decisions And it's sort of the opposite a little bit is also true for those of you who are joining us from post Let's say that you have to put out another ambassador statement Maybe not something that people are extremely excited to hear about That more mundane topics. Well, if that's something where you already know that that content tag doesn't play out particularly well Maybe to give it a little bit more reach to make sure that people are seeing the message you would time it You know near something that was more engaging where you had a lot of activity on your page There's all kinds of different ways to think about making sure that those things get seen Right, and think about like trying to put Some of your content together if it if it makes sense to put talk about two different things Maybe one of them is really interesting like you have a chat coming up Maybe on divas and you know your interest your audience is really interested in divas Kind of trying to link that to some of the other important messages that you got coming out It might be a way to try to increase your reach engagement on that And we had some comments last time that there was a little bit of A couple of people had experienced a downturn in numbers to their physical advising fairs Well, this is an opportunity to see what types of content are doing well And then hey for more information come join us at this fair There's a lot of easy ways to pull that in and connect it and get a bigger bang for your posting club I think we have a couple more questions um question from Mexico City Sometimes the post can only contain texts Have more impact more shares and blah blah blah rather than video and photo Um, that's I think we've seen that occasionally as well. Yeah, I think we definitely find that It depends on what it is. Yeah our content. We find that we get a lot more engagement on Links and photos depends a little bit every week. So it does change a bit I know we get bigger reach on videos Always Probably the same is true for you. We'd we'd heard that from Facebook itself that video is prioritized and photos are prioritized and I think even links are prioritized too over just text Or not always So I think part of the question is is it important to post photos links or videos in every post and I think it depends A little bit on what your goals are if I want a lot of engagement with whatever it is I'm putting up on facebook for this particular post I might be more likely to put in a photo because I know people on facebook really like engaging with photos um But if I really just want more people to see it maybe I'll try to do a video And so once we've done this content tagging exercise next week You can see for your particular facebook audience Because there are one type of post that does better on those types of measurements and then you can make Some informed decisions about what you're putting in each case We have another really great question It's something that I think we all come across at a certain point of time Every once in a while We have a ton of events happening at the same time What do you do with that? It really is you don't want to this is one instance where you don't want to divide your audience or overwhelm them too much So any suggestions on how to make that more exciting how to space it how to promote multiple things at the same time Yeah, and that is tough. I think it's important to really Come up with your content plans In advance maybe and that'll help a little bit with those space issues I know it's we've had this problem before I've dealt with and we've been pretty good at it. I mean you just need to be clear about which event you're And as you're promoting sometimes getting even more specific can help you so This is your opportunity to hear exclusively about x y and z This other thing is your exclusive opportunity to hear about you know, abc And making sure that the information is extremely clear and so it gives people a reason to Want to try to make time and not just see it as Oh, there's all these events. I can just go to the next one next month. No, you have to go now This is important right this minute. You're this is your chance to learn this important thing That's more in how you develop your content strategy, which is A marketer's world All right, so I think we have another question. Um, this is a question from lima. We have a series of student testimonials About students sharing their success and stories and tips And they want to use that to attract other students to their page And that's something that is really an exceptional tool To try to draw a little more attention, especially since and then obviously you guys know this but You know that students are probably really excited that they're going to be featured on your facebook page And it's an easy Ask to get them to share it with all their friends and all their networks as well. Yeah definitely and I would Recommend uploading those videos Directly to facebook rather than like linking to a YouTube page because I think you'll find that you have better statistics for By directly uploading So is there anything in the twitter analytics that can help us to reach influencers on twitter? Do we have any service strategy for how to get out? So, um, yeah For influencers and with some of the privacy concerns with a little bit of a Difficult situation, um, but I would definitely go ahead and do some research into what the conversations are on twitter For uh, whatever content you're interested in talking about so you can definitely use those hashtags that we talked about See who's talking about this topic? You can use that advanced search Function that'll give you a little bit more options to look for specific themes or keywords in Areas like for lil or just the city And then you can just kind of see who's participating in these conversations Um And the attention maybe to who's like retweeting your content Absolutely, and one thing we've done to sort of get connected with bigger institutions is to Engage with their content and for one example when we did a buzzfeed recently We listed 10 universities places to fall in love. It was very silly But we retweeted it to them because they had been mentioned and the response was really quite overwhelming They were so excited that we had taken the time To create this thing that they were included in and then to share it with them So if you have institutions at home that you know of, uh, you know Start with content and then get connected on social media and you'll become a part of their network as well Any other questions? No, all right Well, if you have them, please, uh, let us know email them to us and um, once again, what's the homework? What do we have to do? We use content or content tag at least 100 tweets and Facebook posts So if you run into any problems exporting your data on facebook or twitter We will make sure to give you step-by-step instructions and we'll include The powerpoint as well. We have one more question We know that big numbers in facebook and twitter important But do you have any way to measure impact in real life? That's a really great question because you know, especially on twitter spam bots are a little more obvious than twitter sometimes on facebook they're Harder to tell if they're really spam or if they're real person So how do you know? Yeah, I think um, definitely paying attention to people who are a number of people who are attending your events That's a great way of trying to measure like real impact Scholarships those are definitely good ways to measure impact you're having on social media But analytics office, I know does some work in measuring um percentage of conversations like are we able to to Have a meaningful impact on this conversation. Unfortunately, that's not Something you can easily do on your end without some of the paid tools you have But that's something we're we're happy to like talk to you about and help with um, but definitely I think from More of an individual standpoint definitely like paying attention to what you're putting out on twitter and seeing if you can Get people to like sign up to something or show up to an event. That's that's a great way of measuring your impact And for campus usa, that's exactly what we're doing. We don't really care about the number of followers we don't really care about the number of people who are you know They are on social media what we care about is how many are actually signing up to receive our emails How many are actually clicking the link to be redirected to education usa to that topic of the day And that's really our those are our two main metrics email subscribers and people who actually go to the website And then we're also able to see how long they spend on the website and where they go and for us That's what they call conversion. So it's taking this You know thing of virtual Folks in actually showing that there's real person behind the computer who's Clicking and they're getting excited about setting us And we'd mentioned before that If you're interested in a future program on email and how to manage subscription services That's something that we could look into offering as a another session So thank you all for the great questions Appreciate you tuning in and we'll have an email out to you with powerpoint Previous sessions and a reminder about the homework. Thanks so much


The day I moved, my mother told me that I had two children and I was very happy to see them. I told her that I was very happy to see them. We did a lot of research and found out a lot. To strengthen their capacity to respond to the needs of those families. The familylink.icrc.org is one of the tools that we are bringing to the families for online tracing of people who are separated. Among the offers of the FamilyLink website for online tracing, there is a project for migrants in Europe. It includes uploading pictures that can be recognized by both parties, inquirers and thought person, in which there is no indication of any name in order to respect people's privacy. If you recognize the picture, you can then click on it and there will be a questionnaires to be filled in order to do the match. Zara came to my office saying that the neighbors recognized a picture of her son on an ICRC website. I immediately thought that it could have been the FamilyLink website. So we went through it together and she recognized her son immediately. She hacked the computer and she asked me what could we do to talk to him. We filled the questionnaire together and a few days after the Belgian Red Cross confirmed the positive identification. We wanted to help Zara talk to her son and see him. This is why we organized the Skype call. I am very happy that we have come to this FamilyLink website through the Skype call. We want to talk to the children and make them happy. We are happy that we have found the children of the same age as we were. Lavi. Hello. Hello, father. How are you? I am fine. Thank you very much, mother. You thank me very much.  You are very welcome. Thank you very much. You are welcome.


Hello and welcome to the Advocates on Class TV Africa, a Sunday reminder that important conversations are among the necessary tools for a senior society. I will be talking about how an employment contributes to the underdevelopment. Matthew Sizi Bosimi will be talking on decolonising education in Africa. Elijah Felix will be talking about 223 elections in view, lessons from the United Kingdom. Sami Say Chassan will be talking about stories as vehicles for education and social development. Today, expect interesting conversations that will help create a better society. We'll be right back after the break. Welcome back. How under-employment contributes to underdevelopment? Most people complain they cannot get jobs they want. Many people complain about the lack of jobs. But research and data suggests that the real problem is not that those jobs do not exist. The real problem most times is that there is a lack of adequate skills, experience, aptitude and faculty to deliver on the job. Unemployment rates in Nigeria in 2022 is at 33%. Let that sink in. A third of our labour force in Nigeria do not have a decent means of sustenance. Or if you want that in actual numbers, about 23 million people are not in given employment. Let's not even delve into what does to the crime rates, what it does to the general sense of well-being or what it does to a happiness index as a people. Now, let's talk under-employment. First, a brief dichotomy into both concepts. There's a difference between being unemployed and underemployed. To be unemployed means you don't have a job. While to be underemployed means you have a job. But the job you have is inadequate. You know those colleagues of yours that feel that the job they have is beneath them. All the ones that are actually constantly asking for loans by the middle of the month. The country's under-employment rate, that's Nigeria, that's people who work less than 24 hours, 20 hours a week, is also high at 22.8%. If you add all the numbers together, almost half of our labour force are either unemployed or underemployed. What does this point out for Nigeria and Nigerians? On the economic side alone, unemployment increases poverty and disease in the country. It also reduces the national output of goods and services. It increases rural urban migration. It increases debt rates, leads to wastage of resources, and then promotes social unrest. What should we actually do about unemployment or unemployment in Nigeria? An academic journal called The Conversation advocates some effective ideas. Now, they feel we need to address the causative factors. Starting with the policy framework, it has to be more stable. The government must address insecurity so people can go about their normal business. The government will also manage the exchange rate so that imported imputes are cheaper. That will also expand production. It will also create jobs. Nigerians also encourage investment. There's a very low level of deposit rates, and it's unattractive to invest in treasury bills or even other securities. The rates are low and the inflation rate is much higher. So every day, your money actually loses value. The infrastructure for small-scale production, including electricity supply, is poor. People have to now provide their own. If the government does not tackle unemployment or unemployment seriously, the situation will in turn affect development. It's a slippery slope, and it must be dealt with very fast. This is an economic index. I think that's what we're talking about. I think the issue of under-employment and non-employment starts from education. When I was in university, I knew some lecturers that taught some certain professional courses in schools that do not have the capacity to even practice this course. So just imagine what kind of skills they would impute. Or the students who acquire from such kind of lecturers. You are studying engineering in the university. Let me give you an example. You are studying electrical engineering for instance. You don't know how to program single electronics to solve certain problems. In Tokyo, some people can read engineering and come out and not practice engineering. It's possible, but I mean in the larger scale. You are studying engineering, you are studying computer science, you are studying maybe some other courses and you don't even understand the professional process of those courses. Even the lecturers, the lecturers, you don't even... It's not practicing it. So there is no much skill when you go out. You don't see there is a huge gap between the university and the realities in the society. In response to the education thing you were saying, this is what I noticed, it's actually systemic. The problem is not just it didn't start with education, it's systemic. And then it rallies right round back to unemployment and underemployment. Because I remember back in the day in the north when people weren't trained. And then you needed to just have your people in positions. So getting a job was an act of legislation to a point. It wasn't based on merit or qualification. It was like you should be next. So quite a number of people got jobs as lecturers or whatever it is they got job as. Because they needed a job. Especially Kashmint area. Exactly, people needed to have someone there. And they seemed to have a little understanding or little knowledge in that field. They're not really maybe properly qualified engineers or even lecturers. But that's just the only opening there is. So okay, you know what? So you said you worked in the bridge before. When they were building that bridge you were there. And do you want to permit for a circuitry school? Do you know anything about? Yes, I worked in the bridge. There's one lecture there. Take it. I think there should be. Let's take Mr. Potsime. I know you're passionate about education. So what's your opinion on this topic? The whole thing of unemployment. It goes down to what I'm advocating for when I say that there's a dire need for evolution. Because I feel that we are not preparing our students.  So one of the things that I say that, you know, as early as junior high school, primary school, we need to teach our children to become entrepreneurs. You know, instead of them, you know, going to school so that they can get employment, we need to equip them with skills so that they can become, you know, job creators.  So now when we finish school, you know, we have people from different fields with different skills. It's really difficult for them to come together and create something because they come from a background whereby they have to compete. I have to be first, you know, I'm the smartest one. Absolutely. Absolutely. I agree with you. Fantastic. You know, you brought up a topic or concept that I'm actually very interested in. The fact that we're not teaching children to produce, we're teaching them to consume. It's the problem with Africa, generally. So instead of teaching children or students to go out and actually, you know, create jobs, we train them to go out and look for jobs. So we need to sort of reverse engineer that concept, the concept of education in itself. So people start thinking like producers versus consumers. Well, I think, okay, you guys. Please go on. Sizi, you want to see something? Please go on, Sizi. Okay, thank you. So I was going to say that there should be a handshake between the town and the now, the academic community and the society so that they will be like a real-life application process and appreciation of irrespective of the course you are studying in the university. Now, let me give you an example. It's true that we should learn to be produce production-minded and not more production-minded and less of consumption. I think we should be a balance of boots. Anybody is not wrong if you graduate from the university and your supervisor is to work in a corporate firm or in the whatever sector, private sector, you want to work as an employed person, it's not wrong. Everybody can not produce or be an entrepreneur. In fact, they don't even want to stand in the conservatory. My problem is excuse. The idea of production and consumption is not being an employer or an employee. It's the mindset. Even today, companies are recruiting more intrapreneurs. They want people that think like owners. Intrapreneurs. So you're thinking like an owner, you're thinking like a producer, even as a staff or an employee of a business. You're not thinking, let me just come in and do my bit. You're thinking, how do I move this business forward? So it's your thinking, it's not really... Right. I want to add something about production and consumption. I was going to just pick up maybe the American model, which is a bit different from the Chinese model. I think what they do over there, for instance, is there's a couple of people who are trained or identified and supported to produce. Because we all will be producers. What is important is society is producing enough for itself and enough to actually export or give out. So I think that's what's important. We all will not be producers. We all will be consumers. But the key is some of us should be able to produce enough for all of us. But then I think I still prefer the Chinese model. The American model has worked really fantastically to a point. But I prefer the Chinese model where everybody produces something no matter how little. So we can all still put our hand... For me it's best if we have both systems, a crop of super producers while everybody chips in something. So that we also have more than enough to also export. More than enough. Because we can consume everything anyway. And that's how the nation becomes wealthy. Fantastic. Thanks everyone for excellence in size and analysis all around. Alright, Sizi Bosima is next after the break.


Okay, welcome back everyone. Keeps live coverage at Red Hat Summit, Boston, Massachusetts. We're here, day one, coming to an end. We're doing keynote reviews as well as insights from the day. I'm John Furrier, I host theCUBE. My co-host is Paul Gillan. Great to see you. Rob Streche, analyst, breaking down all the action. Rob, great to see you. Guys, thanks for being here in day one packed. We had the CEO came on twice. IBM Consulting came on. A lot of great guests and customers. Full day tomorrow. Thanks for coming on. Pleasure to be here, John. Great to see you. Great coverage. Great editor. I love your articles, Paul, on SiliconANGLE.com.  I noticed that, thank you. Very good job. I'm still not growing my followers. We'll help you on that one.  Rob, great analysis so far. Let's go start with the keynotes, Rob. You attended the keynotes in this entirety. You had to jump out early to get the first interview off. What's your take on the keynote analysis from Red Hat today? I think it's a big thing and a big theme. How to make it simpler for the end users. How to get people into cloud, into Kubernetes, into OpenShift, in particular, easier. And how they went through developer hub. So how do you bring people into Ansible? So it had a lot to do with automation. I think some of the guests even today, and Paul and I were talking about hyper-automation and number of things. And I think they're playing really well into that. Also, the Service Interconnect, networking's hard in cloud. Service Interconnect makes it easier at a layer seven view. And I think that Lightspeed and Event Driven Ansible, and being able to do that, really is to kind of unburden people as well. Yeah, I think if you look at the announcements of the show, you're right on the mark, Rob. It's all about simplification. I mean, Lightspeed is about that. Event-driven Ansible, the developer hub, this is all about making life easier for people, whether they be end users or developers. And of course, Red Hat has a developer focus. And a lot of the news that came out of here today was music to the ears of those who build software. You know, Paul, that's a great point.  They're whole culture's automation. They breathe automation. And then it's a small little niche, that whole configuration management was small. But now that's grown, they're shutting down and folding in Ansible Fest. I thought that was a real nuanced signal that that's coming into the fold. These are their own event, now it's here. That's a big, I think they were dominating most of the thematic content on the keynote. Quite different from minimizing Ansible. They made Ansible the star of the show today. And I think they're realizing that this is a, they have a prime opportunity because the IT landscape is getting so complex. And we have so many tools to manage it, but so few tools to actually automate it. They see Ansible as a strategic way to bring some, to simplify the lives of people who have to manage these extraordinarily complex networks. Rob and Paul, I'd love to get your thoughts on the guardrails coming. I was on the panel and, you know, I ranted about it a day because, you know, we're going to put down guardrails and regulate, but guardrails can be good. You can bounce around the guardrails. I mean, when I play bowling now, I'll put the, I put the gut, I don't want to throw a gutter ball. I put the rails up and the ball bounces around. I get a strike once in a while, but that's a good metaphor to think about how to accelerate AI with a partner. So this idea of open collaboration is interesting. Now, of course, open source and Red Hat go hand in hand, but the AI hype is actually legit in their minds. And the question is, what is a guardrail? How do customers navigate it? Because in these new markets, simplicity, reducing the time it takes to do something, and the steps it takes, that's a killer business model in these new markets. Yeah, and I think even, it ties even back to the whole wanting to own multi-cloud, hybrid cloud, every cloud, be everywhere, and open source winning and being there. I think that why it ties back with their OpenShift AI is the fact that they love to talk about the fact that there was no YAML used in the demo for that when they showed that tying back to the blockchain. Did they call that out? They did. And then the next exact demo actually had YAML in it, but it was showing how you could actually use prompt engineering to then, with their writing of it using AI. So I think they're also looking for it to be hybrid because nobody knows where is AI going to really live and all that data. Your point about guardrails, John, CIOs have been through this process before. They've seen the hype cycle, the client server, you know, the web 1.0 and the stuff that people get giddy about and then they are the ones who actually have to make it work and they know how hard that is. And guardrails help in that case. What we're at right now is there is just a frenzy around AI and chat GBT and whatever may come out of that. And I think that what I hear CIOs saying is they're asking tough questions. Can we rely on this stuff? How do we govern the data? How do we make sure it doesn't go off the rails? They want guardrails, they want guidelines and they want applications that are actually going to have business value to the organization. Otherwise, their risk is spinning off into science experiments. Paul, that's great insight. And the folks watching, Paul's seen these ways of innovation and I think that's, and he's covering the stories now. I want to ask you a question. I think you could really kind of unpack this in a way that's uniquely skilled to your experience. Yeah, we've both been around the block. I'm an old guy. I'm an old guy. When I hear words in these interviews like, okay, I'm going to build a horizontal layer between the Azure stack and Amazon. Reminds me of like the old gateways. Remember when IBM and DEC had proprietary protocol stacks? You'd have to kind of create a gateway to make apps run across them. So when I hear multi-cloud, I kind of get like a gut wrenching feeling like, is it going to be slow? Is that really viable? And to your point about CIO is being sold something. I want to buy the dream. Implementation is different than actually getting there. What's your vision of the experience and looking at this market, knowing what's happened in the past. What could we learn from to call out what's right and what's wrong, what's BS, what's legit? Well, I think it's telling. We recently ran a couple of articles on what Walmart is doing with its super cloud where it's tying these multiple public clouds together. And it went and built its own abstraction layer to do that. There were lots of vendors who said that they could deliver that functionality, but Walmart went and built it itself. And I think that says a lot about the state of the market. Again, there's a lot of hype, there's a lot of promises. When you get down to making this stuff work, it always falls back to a lot of homegrown code. And by the way, they have the problem. They're living the problem. The vendor selling the software probably doesn't live the problem. Rob, now conversely, Dave Vellante's looking at Uber. See, Walmart's a great example. We've written about that extensively. Dave's doing work with George Gilbert on Uber and looking at how the data met, how they handled the data layer. So a similar kind of dynamic. They've got a lot of stuff on open source, but now people are trying to figure out what the architecture is for data across clouds. And so this is really an architectural conversation. What's your take? It's a good governance thing and a compliance thing as well. And I think, and it was talked about, and I think the multi-cloud makes sense, especially for sovereignty. And you're seeing this, especially in Europe. I mean, we've talked about it before, but Google Analytics has been outlawed in five countries in the EU. So when you start to look at where data is, who's the right to be forgotten? GDPR, CCPA in California. And you start to look at all these data meshes and how things come together. It is data has weight and gravity, but it also has regulation. It brings with it. And I think AI is just going to make that such an almost untenable problem for people that they have to figure out, which is why people are looking into it and saying, okay, what data goes where? How do I do summarization? How do I do some inference at the edge? And I think edge is going to become that much more important. The question is, how and what should regulate? Michael Dell was on theCUBE today. I was watching Dave's interview while I was taking a break when you guys were carrying in some interviews. I, Michael Dell said, he thinks there'll be regulation around AI. Should AI be regulated? And when- Absolutely, it has to be. I mean, the potential disasters, we haven't begun to see the real AI disasters that are lurking in our future. You know, when you look at, again, chat GPT being the example everyone is using, the examples of that utility going off the rails and doing crazy stuff are- Pro-Legend, our legend at this point. And that's a fairly safe environment because it's not operating equipment in a hospital. It's not managing traffic lights. People's lives are not being affected by that yet. But when you look at the potential, AI is such a black box that we're going to need rules about the data that we put in there, about transparency, about how decisions are made. They're going to have to be audit trails. You bring up a good point, actually, on the whole hallucination thing and getting off the rails. Not only is that a problem, by the way, I have a different opinion on the regulation. I think it's how it's regulated. I think it's a standards issue, but we'll debate that. But I want to just say, I've noticed that people right now are actually having fun driving manipulation to get the hallucinations. Okay, that to me is a completely tell sign. That means it's like war games. So it's like, I'm going to go, I'm going to just hack that thing. I'm going to make that car crash. Oh, look what I just did. I just killed five people. But thank goodness they're doing it, right? Because that's how you find the bugs. So it is a black box, but the question is, who should regulate it? Should it be standards by? So again, it's not an IEEE standard. There's no, who does it? But I think what will be interesting. I think there's a lot of different bodies that are pushing open source with AI, right? And we talked to a few, just a couple of weeks ago at the open source summit. And I think when you start to look at where people are trying to put those guardrails up around AI, I don't know if it comes from regulation, from standards body, or from the fact that it becomes so pervasive and transparent in an open source way. I don't know what the right answer is, but I think it's going to go to open source route. You make a good point. I think, to John's point, the regulation is actually going to come from the companies that use it. They are going to establish their own ethical guidelines and we will see, they'll publish those guidelines, they'll be broadly adopted. I think we'll see good companies realize that they have their reputational disasters, their potential reputational disasters if their AI models go off the rails. And so they have every interest in doing this right. Yeah, it's almost like a hack almost. It could be company killing. And we were riffing Paul on theCUBE in Vancouver and a little bit of KubeCon in comparing the Twitter moment where the plane landed on the Hudson. And I think AI needs to have that moment where something happens, people go, wow. And I think what's scary about it is it's not like the plane landing on the Hudson, which actually was a safe. They actually saved people thanks to the pilot, but this could be a disaster. It could be a disaster with critical infrastructure. It could be some takeover, some cause some real harm. I think part of me is waiting for that moment and then everyone's going to wake up and go, okay, this is out of control. Because it is hot right now. People are pumping out code, they're testing stuff. I just read an article about test data. People are putting bad test data into the large language models. This is causing contamination. They used the word contamination, which we were saying cloud pollution. We were saying code pollution at KubeCon, which was like, what are you talking about? Contamination, it's like bad stuff can get in and that's only going to hurt. Yeah, and I think it's only going to get worse because I think people don't know if they put something in there and they're trying to use AI for customization of things that they want to sell you, like all the spooky ad stuff. When you start to look at that, well, in what country, where was it collected from? And when you're training that model, what data are you using to actually train it? And I think it becomes a, hey, well, if I make fake data and I put that fake data into the model, what happens when the real data goes into the model at that point? Well, I think what we'll see is we're going to see a lot of vertical use cases. An example with Lightspeed announced at this conference is an example of that where they've taken generative AI, they populated the model, trained the model on data that relates directly to systems management. And they can control that data set. They can control the output. They make the outputs explicit as YAML playbooks. And I think that's the way you go about it. And I think to your exact point of what you said about the company self-regulating, also at the bottom of the demo, what was really neat is they showed all of the licenses and where the data came from that came up with that YAML file. And I think it said, hey, this is actually using a GPL-3 license. Okay, well, GPL may or may not be good for me if it's not Apache versus MIT and all these licenses and having to know them all again is really going to be complicated for people. And I think that's, I think it's going to get way more complicated before it gets any easier. So just reading some of the news headlines today, Spotify is developing AI tools trained on its host voices to create targeted ads according to Bill Simmons, founder of Spotify's podcast, Network the Ringer. On SiliconANGLE, besides your awesome article, Paul, here's the headlines on SiliconANGLE. Days breaking analysis, the AI-powered hybrid multi-super cloud. Love that one. Michael Dell talks about- How many prefixes can we add to cloud? Michael Dell talks about the power of AI and Dell's role in it. Microsoft has their build conference going on this week in Seattle. Microsoft expands AI plugins and co-pilot ecosystem for developers. Google debuts new generative AI advertising tool. This is just what's on the front page, SiliconANGLE. Yeah, and Adobe is just a generative fill for Photoshop to add more fake information. Apple inks multi-billion dollars. People broke out for wireless components and then videos and news and this is more in there. So again, dominating the headlines is this AI. And it's going to get dangerous. I think misinformation, pollution, contamination. You're going to start to see some real fast side effects of even in the media business, Paul. I mean, AI is going to, you got voices for hosts. How's it joking the other day? Maybe I'm a panel. Someone says, John, ask a good question. I mean, do we even, like hologram. So this is interesting time right now. The good, bad, and the ugly is going to rear its head. Yet there'll be unicorns born here, right?  I'm going to solve these problems. So to me, that's kind of my optimistic side of me that in all these waves, there's a new brand. There's a young Steve Jobs out there, young Bill Gates dropping out of college and saying, you know what? I'm going to solve this problem. And it actually takes territory off an incumbent and it seems too slow. This is kind of an internet moment, you know? And I remember back to 1994, the first time I saw the World Wide Web and people's minds were blown. They just could see that this was going to be a game changer. And I think the same thing is happening with AI right now. Well, and you think about the web, remember the reaction? Because I was at Eulah Packard at the time and a guy that I became friends with but invented HTML and his partner Internet HTTP. That was Tim Berners-Lee and Dave Ragget. They were like guys coming out of CERN, they moved to MIT for the W3C. And at that time, even Eulah Packard had a scientist on loan and they still missed the web. They poo-pooed it. And other people were like, it's a toy, it's not really real, it's too slow. AOL, so there was massive criticism. It wasn't fear, it was more like it's not real. I mean, Ken also even said, well, DC was a toy. So in every shift, there's always going to be some detraction. Here, I think it's just fear. I think it's just general fear. And no one's saying it's not going to happen. They're more like, it's going to happen, we don't know what to do. Well, they knew the web was going to happen but they were- No, I was afraid of it. They were taking, it was a proprietary product. So you had Copy, Serve, and Prodigy, and Washington Post and all these guys who were building these closed walled gardens. What made the web work was that it was open. There you go. And now with open source, how would you describe the modern times now? I mean, it's a little bit different, different equation, you get open source, you get cloud scale. Yeah, I think open generally wins because it's transparent. And I think that with this and with open source AI coming, I think there will be some transparency. Like we said, we were talking about a couple weeks back with the meta leak and some of the stuff that Google's been saying. The Google Memo. Yeah, the Google Memo and meta leaking their algorithm, their models and stuff like that. Yeah, I mean, when they use the word moats, moat to me means proprietary, means sustainable competitive advantage, which means some sort of lock-in. And so like, Matt Hex, he's an open source guy, Red Hat's all based on open source. So if open source becomes its own ecosystem industry company, it's going to have walled gardens or like ecosystems. So the question is, I mean, that's possible, I'm not saying it is, but if that happens, the groups that could create islands. So I think the connective tissue between these ecosystems and open source is going to be, to me, the tell sign. I mean, I don't know what else to say, but I get scared when I hear moat. Moat means sustainable competitive advantage, which used to be proprietary lock-in, Paul. I mean, I just think that conversation is over.  I mean, open source has won. That doesn't mean there won't be proprietary products and the proprietary will go out of existence, but the natural pull of the market now is toward open. And that seems to me to be an unstoppable force. Yeah, I mean, you can even see it with the announcements today, with, again, developer hub and looking at backstage as being that opening to take away the control plane out of the hyperscalers. I mean, that's why Spotify originally went that route and it's why Walmart is doing what they're doing and it's a huge way to untangle from those control planes. I think of these new dynamics that you were mentioning about Walmart and then we talked about Uber, we have end users who are actually part of, they're not vendors, they're contributing. So I think you're going to see cohorts emerge where the big companies who have the problem solve it that might change the game, but also Red Hat has changed. They're not just a software company in open source, they're developing an ecosystem. You guys had Stephanie on, they got partners now, they have a global network and they're going for the global distributed computing play which is they got a plug in other companies. I think Red Hat is having a huge impact on the industry writ large, but the cloud in general because they are out there, they are a force for openness and they are driving this with the cloud providers and they're driving, they won't say as much, but I think the fact that the cloud providers are warming to the idea of embracing multi-cloud standards and I think Red Hat has a lot to do with that. I thought that last panel, John Grange, the Senior Vice President was on with Matt Hicks and Reddy Goodlove from Anthem, the big customer speaks volumes of the impact to IBM as well and you look at what they're talking about here, talking about IBM and Red Hat, it's always going to be that spear for IBM and IBM and John Grange is like, look, we are on Amazon, we got an Amazon practice, we got an Azure practice, you can almost see the formation going where they're going to try to be the middleware for multi-cloud. Or multi-cloud. It even goes beyond the big three or big four hyperscalers because they also announced some stuff with Oracle recently as well. When you start to look at the fact that they have OVH and others and other clouds and BT and if you start to look around, there's still another group of cloud providers. Good point. That is 500, 600 strong below them. I asked A.J. Patel before he left VM where he was the Senior Vice President of the software group and he now left the company, went somewhere else and I said, hey, you know, the super cloud thing, across cloud, they're calling across cloud. And he's like, look at John, I'm a middleware guy. What do you think about the hyper clouds? Because Amazon is not promoting multi-cloud, because why would they promote the competition? He goes, they're just the hardware, they being the clouds. He called them hard. That's one interesting. So of course, why would Microsoft and AWS, why would they want to promote multi-cloud? That's like the PC promote in the Mac. Of course not, yeah. Of course not. All right guys, tomorrow, big day. We're going to break down all the action. Today, the big surprise was a lot of red hat and Ansible together. Tomorrow's going to be about scale and as Paul quoted, this is about learning. Doing more with less was the theme. They showed a lot of automation. They played some AI cards, was really strong. Tomorrow's going to be about scale and efficiency and edge. We'll be back tomorrow. Thanks for watching.


So last week marks one year since I started this channel. So I think that was a good time to announce that it's going to keep going. But that wasn't a sure thing. While I love doing this channel, I'm super busy. And while some people can say, I have three jobs, bro, I realistically have like eight jobs that most people would consider close to full time. Don't ask how I do it since that will be for another video, some other time. But the short of it is it's been a huge toll on me and it isn't sustainable for me. And while doing this channel makes me the least amount of money of anything I do. It takes an average of 15 hours a week, which is hard to justify when my other seven jobs pay the bills pretty damn well. And people are constantly bugging me about how I'm behind on things and want more of my time and I'm not giving them as much of it as they would like. I have to be careful and consider about where I actually allocate my time. But the fact is I really love doing this channel and want to keep it going. But since we just crossed a year of me doing it, I figured it's a good time to look back at some lessons learned and go into why those lessons lend me to keep going. And I will draw each of them back to how you promote your music. Hi, I'm Jesse Cannon, a music marketing nerd who's teaching musicians how to go from zero to 10,000 fans on YouTube. And this is Muse Formation. I will be honest, I think it's important to set goals. If they aren't working, really think about why they aren't working and try a new direction. If they're not, I set a goal about being happy with this channel last year. And even if I was miserable, I committed that I'd keep going until it hit a year so I could really judge it and see if it was worth my time. Well, that I'm here, I see a lot of growth happening at an amazing rate and I'm super happy doing it, even when I've worked 60 to 70 hours doing my other jobs during the week. And I only get one night off and one day off a week. So let's talk about what I learned. And the first thing would be what I learned about growing this channel. Lesson one is you have to actually give your endeavors enough time to actually work before you judge them and decide whether to quit them. It was important when I started this channel that I not give up if it didn't work immediately, which I learned from nearly every YouTuber's advice, but particularly my friend Finn McKenzie at the Punk Rock NBA, who if you're not subscribed to, you should click above and do so right now. The fact is, nearly no one who doesn't already have a huge following does well on YouTube in their first weeks, nevermind even their first year. It's super rare to get a ton of subs and views in the first year. And while many of us believe in our own exceptionalism, it's just not realistic. I started this channel with 175 subscribers and by the first month I had 375. So many people when I tell them they need to release singles every eight weeks. And when they hear my release plan, they think after two or three singles, they should be posting huge numbers, which is also not usually the case for most people or realistic. And by the way, if you missed my video on my release strategy, its link now are in the description. But really most of the benefits of any promotion come from being consistent over a long period of time. For me, I knew to grow this channel. I needed to post at least one or two times a week. I knew in about around nine months would be about the time that I could judge if it was going to be working and a year would probably be more accurate. So that's what I did is I wanted to make sure within a year this was being successful. I think it's good to set unrealistically high goals and as someone who's been lucky enough to work with a lot of huge artists, that's the thing I often see them do. Since let's be real here, people often fall short of their goals. So it's really important and aim as high as actually reasonably possible. Now aiming to be bigger than Billie Eilish 90 days when you have four monthly listeners is a little ridiculous, but making an actionable plan that is actually realistic helps you work hard so that you actually hit a high goal. So I set a very high goal above what I saw the average YouTube channel do in the first year since I believe in myself. So what was my markers for success? Well, I'll be honest, I had some numbers in mind, like 10,000 subs, which I didn't hit. In fact, I'm about exactly halfway there. But trust me when I say never did I think about quitting over this part of it. This is because I had to remember the advice. I give all the other musicians I coach and advise, which is you don't know what your success is going to look like. In particular for musicians, they often say I want to tour with this band and then COVID hits and then they have songs with a half a million streams, but they didn't tour with that band, but they still feel successful. Trust me, most of the successful musicians I know have a goal that is often just not realistic. I had a lot of friends make the goal to be on MTV, but then that stopped being a thing when they stopped playing music videos and they sure felt successful when they were selling hundreds of thousands of units, which brings me to the next lesson. Be open to what success looks like. While I had some numbers in mind, what I didn't expect was how much I'd enjoy doing this channel and learning to edit video, as well as how much it helped my book spread and get me clients I really enjoy talking to a consulting calls and make new friends. The fact is, while I've done a lot of podcasts and outreach in the past, spreading what I did on YouTube really opened me up to a whole new world that has gotten into what I have to say I'm super rewarded by both financially and in life. So about five to six months into this, it was a success without me even having to look at numbers. Do I care that I'm just about halfway to 10,000 subscribers? Not at all, because it feels like success when I'm happy and well compensated for it through the other things I do around the channel, like book sales, consulting and meeting really great people. And while you want to have gains, you should always be learning and adapting. What really matters is your happiness through it. But I do want to get to the next lesson, which is you also have to know when to pivot. Allow yourself some space to change course while not dropping out. I try to make two videos every single week throughout this, and I succeeded all but about six weeks. And considering my primary day job since COVID hit, shifted to working in politics around the election, things got really weird and intense. And to say I had a wave of exhaustion and overworked has been going on for months with this election still being contested over a month after it, I had to come with grips with reality of making one video where I put a lot of effort in, and another where I put a good amount in is just not going to be feasible till I have more time to devote to getting ahead on content. Now, usually I'd solve this by having a ton of content in the bank, which meant for the first nine months of this channel, I'd around five weeks of videos recorded in advance, which meant about 10 videos that I could shuffle around and decide what to air depending on what was going on each week. And I would often air one that I recorded that week or one I recorded eight weeks ago. But sure enough, the election drained me of all my banked content as for weeks on I'd clock 100 hour weeks and find my normal 15 hours to devote this channel became a little impossible. So the lesson for musicians is I try to make my content more effective. I instead focused on making a single video that was really good, instead of two, and sure enough, it actually made my numbers go up. Instead of being hurtful, it helped. If you're trying to execute consistent content, it can often be helpful to focus on increasing the quality instead of the quantity or vice versa. And while you still got to do the work of spreading good ton content, you can figure out how to keep it and more make it more effective. And what I'm saying here is oftentimes you need to switch gears and maybe you need to be releasing a little bit more music and putting out some B sides and EPs, or you need to be making sure that the content you put out is more quality, since people aren't identifying with the less songs you put less effort into. I had to keep up momentum with this channel. So I had to pivot to the smartest strategy instead of giving up, which brings me to lesson four, which stems from that too, which is a lesson I know well, but it's weird how you can always give people good advice, but then forget it for yourself, which is the first 1000 fans takes longer than the next 1000. And one of the reasons I focus on the 10,000 fans metrics so much on this channel is I built tons of musicians careers mailing lists for startups and businesses up before. And it really is true that the first customers are always the hardest and only gets easier if you make sure you don't drop the ball and get burnt out. If you think of it as every time that you gain followers, some of them are probably going to tell other people about you and the bigger the army you have that's evangelizing about you, the more work they do for you and the easier it gets. In the first 10 months of this channel, I had to fight for every single view and spread my videos and message boards and do all sorts of work to get them around. Now they get posted there by fans and I could focus that time on making better videos. It gets better and remember the more you push through the hard times, they do get easier if you keep up the consistent sustained promotion.  I mean, seriously, I've been engineering records with no unintentional distortion on them for decades.   And somehow this person says that all the millions of records that have sold on records I've engineered and thousands of credits I have are all invalidated. Thanks, YouTube. But I'm telling this because you are going to be bad at things and you're going to need to get better and part of the feedback you get from people helps you get better. The key is to devote some time to weighing every bit of criticism you get within yourself and seeing if it helps you get to your own goals. A few weeks from now, I'm going to have to switch where I tape these videos for the third time in 14 months as I move to a nice new YouTube studio like all the YouTubers do when their glow up happens. I know that space will have its own new set of problems and some videos will sound weird just like what happened when I moved to this space and I had to figure out the lighting and the sound again. And on the other front, I'm on version four of my thumbnails and more than twice I've redone in the entire look for all of them on my channel. You should always be learning and improving. And yes, your content cannot be perfect at first and you can even delete it. In fact, I deleted all the early videos off this channel and I taped probably seven versions of my first video before the first one aired. But really get out there, start forming bonds and most of your favorite musicians have terrible songs of videos out in the world from before they got good. You learn more putting things out into the world than keeping them in with yourself. Learn and adapt and most of all keep going since it only is going to get easier. Thanks so much for all the support you all have shown me the last year. It really has been fun for me.  Thanks so much for watching. I hope we get to have a great 2021 together.