cheap EVs. It appears. The Chinese company BYD currently has an electric car that is a hatchback, it's stylish, angular styling, two-tone dashboard, seagull wing dashboard with six airbags. There's a 10-inch rotating touchscreen with the infotainment system. And it's a pretty car and runs pretty well. And the stunning thing about this car is that it sells for under $10,000, $9,698. Now, Chinese cars have not yet made it to the United States. BYD is not yet selling cars like this in the United States. But what if they start doing it? The average price on an American electric vehicle right now is $50,000. The Chinese EV would be 9,700, even with 100% tariff. It'll still be less than half the price of an American EV. China today, BYD today is the largest producer of electric vehicles. It's a past Tesla. And generally Chinese companies are going to dominate the electric vehicle space to some extent, like the Japanese did in terms of internal combustion engines in the 70s and 80s. In China, the average price of an EV is $30,000. Again, in the US, it's over $50,000. So how is they getting competition? And this really puts, I think in context, the union's demands for higher wages last year and the victories that they gained, this is going to make things much more difficult, much more difficult. Now, it could very well be that Trump or even Biden just banned Chinese cars from the US. But then they're not going to be chasing these cars. They're going to be Mexican cars or Argentinian cars or, I don't know, somebody else's cars that are imported here using the Chinese technology that drove the price down to $10,000. Banning Chinese cars is convenient when you can't compete. But the reality is, I mean, multiple fold, right? The reality is the car prices are going to come down dramatically. It is so much easier and cheaper to build an electric car than an internal combustion car. The differences are huge. Maintenance is completely different. They're just fewer moving parts. The industry is going to completely be changed by the introduction of cheap electric cars, whether they come from China or somewhere else. Now, Americans generally are resisting electric cars, but yeah, anybody would be resisting an electric car at $50,000, but a 10, 20, maybe a second car, maybe they can try it out. The industry is in for a real shakeup. In Europe, they know this. They're really incredibly afraid. European automakers are desperate. It's not clear how they will survive. So it's going to be interesting. Now, of course, this is how our standard living quality of life goes up. Imagine if you could get a really, really good car that serves its function, gets you from point A to point B. Maybe it has a slightly lower lifespan than the car you have right now, but you might be changing your cars every three years anyway. And imagine you could get that car for under $10,000. Well, then you have a lot, you just saved a lot of money. And when you save that money, you're going to use it to invest, to save, to consume other goods. And that's going to drive innovation. That's going to drive growth. That's going to drive productivity, if it's allowed, elsewhere in the economy. So prices are coming down. EVs will probably be the future. I've driven in a few that really nice, that people tell me they're nice to drive. They have incredible acceleration. But this is going to be a major restructuring and shake out. And it's going to require people to, well, it won't require people. It's going to mean better. When you get something cheaper, that's just as good. Your life is better because you have more money for other things. It's going to increase the quality of life of Americans. And yet, the politicians, the populists, the voters, generally, people are going to go nuts. They're going to go berserk over this. And politicians are going to be hugely incentivized to ban the importation of cheap cars and keep us paying high prices for cars, as the rest of the world benefits from these cheap cars. And their standard of living rises while ours gets stuck. All right, so EVs. Now, the challenge, of course, with EVs, and this is why I think it's not going to happen quickly, is where's the electricity going to come from? We have a grid that cannot cope with everybody in the United States starting to drive, starting to drive an electric car. We have a grid that can barely deal with the energy load we have on it today. And there's no emphasis on upgrading the grid and increasing the production of energy because everybody is too obsessed and too worried about it and too just single-minded about climate change and reducing energy consumption or energy production, never mind consumption, reducing production of electricity. What we need is a lot more production of electricity. What we need is a lot more natural gas-powered plants. To produce that electricity, we have tons of natural gas. What we need is more nuclear power, geothermal power, whatever. What we don't need is lots of maybe fusion. We talked about the story about fusion, maybe fusion power. What we don't need is a massive investment in solar and wind that are just unreliable forms of energy. And the more people start using electric cars, the more this will become important for their daily lives.


I'm a marketing manager there, and I've been here for four and a half years focusing on getting people to rank on Google. So my job every day is getting you on page one of Google. You know what they say about page two of Google? Never seen it. Never seen it. It's where to hide a dead body. If you want to hide a dead body, you hide that dead body on page two of Google. My focus here is all the hard work and effort we put into our sites. We take a lot of time working on content, writing content, research and content. And today I'm going to define content in several different ways. So content can be a blog that you're writing. It can be a page that you're writing about your company or about your services. It can be an article or a white paper.  Maybe one blog, anybody? Three hours? Anything else? Six, eight sometimes? I know generally when I write a good, well-researched blog, and Google likes blogs that are more than a thousand words, so if we have a good, well-researched blog more than a thousand words, it can take me six, eight hours to write. Some of my clients are CPAs. I'm not a CPA. I don't know about actuary and accounting and all these type of things, but I research it and I write it just like the client would. So I might spend eight hours researching and writing a blog. And then what do I do after we write a blog? Everybody.  Post it. Post it and then what? Post it on social? Then what? Forget about it. That is the correct answer, forget about it. And that's what I'm here to talk to you about today, is we spend all this time writing this great, solid content, either for our own website or for a client's website or to help out a friend or family member, and then we forget about it. We post it, we tweet about it once or twice, and you never see it again. You never hear about it again. So we really want to focus on repurposing the same content in a new and a fresh way. Anyone ever heard of this guy? Vanderschuk, I can't say his name. So anyways, he's very well known in the digital marketing field and he had an article a couple of years ago about how to repurpose content. His content started as a video. He then took that same content, turned it into a blog, took that same exact content, turned it into yet another video. And then he turned it into a blog on Medium.com. And then people on Medium.com shared that blog no longer on Gary's website and somebody else's website. Every time he repurposed it as a video on YouTube, it got more shares, more engagement. Same content he was doing in many different forms. So when we spend all this time creating great content, we want to make sure we're not just forgetting about it, we want to reuse it. And there's a couple of tips and tricks within WordPress itself that can help us with this. And I want to kind of talk about when we're writing content. So the way I see it, there's three types of content that anybody writes. Evergreen content. Timely content, fluff content. How many of you have written fluff content? I just have to write a blog. They require me to post something once a week. So I'm putting in fluff content. There might be some other words for it, but basically it's content that it's really good for now. It's maybe 500 words. It's maybe not really well researched, but the client required me to post a blog. It might not be the best. So I have a client who's a dentist. How many of you go to the dentist? How many of you have ever been on your dentist's website? Very few people.  Nobody, yeah. So I have some dentist clients, and we do write blogs for that client because it does help them get some traction. We're able to build some links to it. We're able to share some social media to it. We're able to share some of their dentists. A couple of people actually have.  Blogs are important for their website. Very few people are actually going to go to their dentist's website to read a blog unless it's about a specific service. So if you want to get Invisalign braces, then you might go and read more about the Invisalign service. If you want to have sedation dentistry, you might read about that sedation dentistry, what can they offer to me? Then they're going to read that blog. I call that content evergreen content. That content is relevant to people for a year or two or three years. The general principles of how to brush your teeth and floss have not changed a lot over the years. So a blog that you write about how to floss well might be evergreen content for a dentist's website. If it's something for a CPA website, a lot of the laws in accounting change and the IRS changes rules all the time. So what you write for 2017 tax year is not going to probably be relevant for 2018 tax year. Also, there's seasonality blogs. So if you're writing about how Halloween candy can ruin your teeth or all the candy we're eating here can ruin your teeth because that's what a lot of dentists write about.  That's not good content. That's not good evergreen content. So the concepts I'm presenting here are evergreen content and this is good, well researched, well thought about content somebody else might want to actually read.  I mean, several people are going to read it, the clients are going to read it, they're going to be happy with it, but truly you're not going to have a huge spike in traffic over a blog about how Halloween candy is bad and depressing. Other than parents telling death to their children perhaps, maybe that's an angle. You also want to look at your content in terms of who is your target market now, who's your target market five years from now. So right now you might be targeting the Raleigh area, you might be targeting downtown Raleigh for your evergreen content, but down the road you might be interested in offering services to Greensboro opening a new office. So making sure that your evergreen content is also not limiting your services through your service area, and recognizing where you want to be focused on. So we want to go ahead and write a big core of evergreen content, so this is really important. Everyone kind of get what I mean by the evergreen content? How many of you have written really good evergreen content for a website, a magazine, a blog in the last three months? Only a couple of folks here. Yeah, and then how many of you have written some fluff content? Yeah. So what we're going to kind of think about is when we're writing our content, how are we spending our time? Are we putting the effort into the ones that we really want to last very long? So I have one piece of evergreen content on my yoga website that I work on. So I work for a small yoga studio in Smithfield, North Carolina. Anyone ever heard of Smithfield, North Carolina? Only a couple of people, yeah. So they actually are getting traffic from India, from L.A. because of this great evergreen content I wrote for their website about the top ten qualities of a great yoga teacher. They are getting so much traffic that will never, ever go to Smithfield, North Carolina. But they are getting traffic and it's a good evergreen blog that really helps them bring in traffic and also helps with new people checking out their studio. They understand and they respect, hey, these guys are doing a really good job. They're explaining stuff to us if we're in Smithfield. Let's go check them out. The first section of stuff I want to kind of cover for tips for using this content is word plus plugins. The first one is YARP. Yeah, another related post plugin. Who here has used YARP? What this plugin does, and most of the plugins that I'm covering here are free and some of them do have upgraded features that you can pay for, but the bulk of them are usually a free plugin that you can use anywhere on your WordPress. So with YARP at the bottom of any page or any post, you can add other related posts by tags, by keywords and it will automatically fill this in. So by having this information a blog from two or three years ago can be included in relation to a blog that you post today or tomorrow. So this is one way to make sure the old content you've written, the good solid evergreen content you spent the time with is reused. YARP. So this one will actually take that old post and you can actually define how long it means old post. So you can actually taste an old post and it will republish the old post. It does not create duplicate content. So this is one thing I've been asked about this plugin before. It doesn't create duplicate content. It takes that old post from two years ago, reposts it with today's date. So it actually changes the date for the old post and the comments will come over with it as well. So all it's doing is really changing the date on the post but people going to your website will see it up at the top again in your blog category. And you can define how many days you want to use this for. So I don't recommend like a 30 or 60 or 90 day. I recommend going out further. 120, 365, 730 days. You can really use some older content in here. Again define which content you would like for this. And then also you can omit categories from republishing. So at some point one of the categories you might have on your website is seasonal stuff. So therefore I do not want to republish seasonal stuff or fluff stuff.  But have some sort of way that you can indicate to yourself I'm not republishing any of that content. I'm only republishing the content that I really want to share that's good and evergreen. So let's republish old posts. Custom 404 pages. Who here has got a custom 404 page on their site? This is a great way to link people to new content. Or old content. So in the case of last FM what they've done is they have a very basic looking 404 page and that's fine. But they've actually gone through and included some information about okay well here's some other things you might have been looking for. So this might be a way for you to include some of your old evergreen solid posts. Oh so you didn't find your answer. Well what about this? What about this? What about this? You can also feed in on your 404 page a list of your most recent posts or posts by categories. So you can actually customize your 404 page. Questions does that make sense? Next scripts. Anyone ever used this guy before? Alright so not a whole lot of people have heard of this guy. So next scripts actually takes your posts and pushes them out to all sorts of social media for you. So this is all the other posts have been relating it back into your own website. This ties into all your social media. Next scripts will allow you to take an old poster blogger or whatever content you have and share it throughout social media. And it has a whole lot of features on it. It has even more than this screen shows. So it'll automatically share it to blogger, to Facebook, Google Plus, LinkedIn, Pinterest, Tumblr, Twitter and there's still even some more. So at some point you have to set the settings on here and it will automatically post old posts out to these platforms for you.  But this will actually take care of retweeting that out for you posting it on Facebook again, posting it on LinkedIn again. As long as you're okay and trust the bot to work correctly. One thing is you have a bot doing some of this work for you. Always double check your social and make sure it's posting it correctly and do some spot checks here and there. Some of these plugins do have ad settings.  So we've had this with a client before so like it's something is if you're not aware of what your ad settings are they may conflict with what the client is saying. So if you're a CPA website there's often ads for bail bondsmins that might conflict with CPA stuff with finances because they're like got in trouble for spending too much money and then you're on a CPA website so that doesn't tie together very well. And then the same thing for if you're on a lawyer website you don't want any bail bonds ads on your lawyer website that's kind of a conflict of interest. So at some point be very careful of these settings in here what ads you're allowing because they can automatically populate those in for you. But in the settings for next scripts it can help you push all this stuff out. So my own personal Twitter I very seldom tweet. I'm tweeting today at the conference but I very seldom tweet. This is all done with tools like this for me. So I'm actually taking several other people's websites they're scheduled out through a program called Buffer which I'll talk about later and they're going out the door for me and so people are constantly following me liking the stuff I have no idea what it even is. I'm monitoring it here and there to make sure it's still on target I have a very specific message what I'm saying on my Twitter but I'm not doing all those posts. It's doing it for me automatically. I have certain times of the day I've set posts are going to go out those times there might be one going out right now I don't know. It does all the work for me and it uses old content. So this is a great way to get your content repurposed and out there again. Any questions along this line? Okay. People need more candy because it can tell everybody's getting kind of that tired later in the day. Shareaholic Anyone using Shareaholic? Yeah. Shareaholic allows the same concept as the another related post plugin. There's several ways to use Shareaholic. One is including at the bottom of the page you may also like so related posts that people might be interested in and this is something again these guys have ads so be careful a bit when you're using your Shareaholic to make sure their ads are turned off or you're aware of what their ads are. By default it is turned on you want to just make sure you turn that setting off and then Shareaholic also makes it very easy for you to have people share stuff on their Facebook and their Twitter and all that type of stuff and there's some great settings on that one as well. Sharing on to other websites so this is really the magic of sharing. A lot of the stuff has been sharing on your personal social, your personal website but really the power of making content evergreen well researched content is getting it on somebody else's website. How many of you have heard of HuffPo Huffington Post? How many of you are published on Huffington Post? Nobody. How about Medium? Quora? Yeah. So you can write this great content for your website and submit it to websites like these guys and then get your content published on one of these guys. These big content aggregators allow guest posting if you're strong well researched content you put it on your website first you slightly rewrite it so you don't get any Google duplicate content and then you submit it to one or all of these guys with your fresh idea and submit it and see if they'll publish you. So this is something one of my co-workers did recently is so he did some research he's a PPC expert he did some research on PPC for our own website and wrote a great blog post for our own website. He sent it off to JeffBullis.com he's pretty well known in social media circles and PPC and Jeff was interested he said hey I have three ideas for you so my co-worker proposed three ideas. Jeff accepted one of them which just happened to be a blog he had already written. So all he did was slightly retweet that blog he already wrote for our own website and now he's going to be on JeffBullis's website and Jeff tweets all the time and he's really good about retweeting his old content. So now Greg not only has a link on our The Design website he's going to have a link on JeffBullis's website every time Jeff promotes Greg's post The Design my company will retweet that helping to grow it so at some point that article is going to include a link back to my company's website so people who would have never heard about my company will find out about the company via this other website so this is the key of using somebody like Quora or Medium as well. You can write great solid content that you've already done the research for put it up on one of these sites and they will promote it for you. They will go on social media for you they'll promote it people already know and trust and respect these websites and then there's a link back to your website the more you can post the more they'll get to know you the more they'll get to know your company and your building authority. Also your building links to your website which is great for SEO purposes as well. Search Engine Journal is another great one if you've got some great topics a handful of the topics that are covered in the business track today would be great on Search Engine Journal you just need to submit your idea to them and go ahead and see if they like it and submit several ideas don't expect every idea to be picked up every time make sure you've got really solid well research writing and you can go ahead and submit to them. And then another way to repurpose your content is take it off your website it's no longer a blog it's no longer a piece of written content take that exact same content that you did and post it up on slide share so all you need to do is take your ideas create a bunch of PowerPoint slides with your ideas maybe each of your H2 each of your headers in your blog article becomes a PowerPoint slide the longer the better on slide share so this is not intuitive to the way we prefer presentations generally a 3-hour presentation will fall asleep but a slide share that is 30 slides or longer will get more traffic more engagement so take your long well research article break it down each of your pieces into snippets it literally can be paragraphs it doesn't have to be a pretty PowerPoint put up on slide share so slide shares attached to LinkedIn so you can share your slide share onto LinkedIn onto Facebook onto Twitter onto everybody else and you're sharing the same content across one recent one content reusing it in a different way who here's made a video out of a PowerPoint so I literally have a PowerPoint literally in front of you guys I am getting a video made right now in front of you guys so that's already two pieces of content I have off this one talk that I did at some point somebody is probably tweeting about me right now that's more content that I have off of this one talk that I am doing so take this slide share that I created for this talk make my own short video of it the video can simply be my slides scrolling by slowly with a little free licensed music in the background or it could be me talking through some of the points but again same concept same ideas from my talk and I am repurposing in it yet another way so slide share attached to LinkedIn LinkedIn gives you an area to attach content and so in your LinkedIn area to catch content I actually put my slide shares in there to tie them together because they played together very nicely and I can have links so I am creating links to my LinkedIn which creates links to my company website which links back to my slide share make sense reusing reusing so YouTube and Vimeo again the same content and maybe some of your content you actually take a little bit of a snippet of something else so here is a pest control company so they use the same concepts that they wrote in a blog they have somebody talking and basically reading the blog out loud and they are talking about honey bees so they just had a little video of honey bees while the guys talking so creating another version of the exact same content podcasting anybody doing podcasting okay one or two same thing same content and create it into a podcast and interview other people one thing that is great about podcasting a lot of people in the podcast community they are looking for something to talk about if you know a podcaster somebody who does one quite often they are looking for somebody to talk to a number of people who have a podcast is just them sitting alone in the room they want somebody to interact with let them interview you you can read some of the same concepts talk through some of the same concepts you have already researched in a podcast either of your own or somebody else's podcast and then especially if you have your own podcast if you can cross promote somebody else's podcast you guys can kind of share ideas find out who out there has a podcast because a lot of people with podcasts are desperate for content and they are happy to promote you on their podcast turn your talk, your concept your thoughts into an infographic any idea of what tools are great for making infographics anyone here make infographics what tools do you use anyone, yeah there's a lot of great things there's a bunch of templates out there there are some already outlined in PowerPoint I think you can just literally google infographic templates for PowerPoint there's a bunch of great infographic templates and a lot of this is the same concepts this might be the same research that was already done in somebody's blog turning it into an infographic and that infographic can be another piece of content or blog on your website separate from the original content so at some point this could be a very long article that's on a website and it's the same information that's already in the website on another blog you link it back and forth where's a great place to put infographics online Pinterest Pinterest kills for infographics and so this is something a lot of people are not aware of using Pinterest as one of the social media tools a lot of people don't naturally use Pinterest but it's actually a wonderful tool and let me tell you why so when you tweet how long does a tweet last how quickly does a tweet go by on your Twitter seconds the half life of a tweet so the amount of time half of the people ever saw a tweet is 30 minutes a tweet is basically half the people who ever engage with a tweet in 30 minutes a Facebook post one day Instagram three days Pinterest two and a half months two and a half months 30 minutes so the amount of time that you could create a tweet or a Facebook post if you make a Pinterest account it'll stay out there on Pinterest and still get engagement a lot longer because Pinterest is not time sensitive this is the key and the goal of Pinterest using it as a marketing tool it's not time sensitive unless you write a Christmas post unless you have a wedding post if you're posting about weddings it's going to spike again in May through June and if it's Christmas it's going to spike every single year so at some point create an infographic and then make sure you're sharing it on your social media all the platforms again these infographics can also be turned into a video you can have a really boring video with just the infographic maybe a couple introductory slides somebody talking through the infographic you put that on YouTube, you put that on Vimeo then you share that link to the YouTube, you share that link to the Vimeo on your Facebook, on your Twitter, on your Google Plus on your LinkedIn, on everybody else newsletters same exact content take your blog, take your content that you've written before and put it in your newsletter we often do our newsletters and we talk about the most recent content get something in there from two years old if you're doing a newsletter a number of times people are desperate for newsletter content nobody wants to write a newsletter nobody has time to write one take some of your old evergreen content that's still relevant or present a question about it so pull something that was really trendy in 2016 talk about something talk about the Pokemon Go craze a while back and say where's Pokemon Go now and just leave that open for people to think about so somebody might have written an article about that a while back because it was really hot and everybody wanted to catch that trend and so at some point you can post about it have you even heard anybody mentioning it lately so at some point reusing your old content again in your newsletters gives you more traffic to the old content and helps people get deeper into your website, get more engagement help grow your website and then talks so reusing your same content that you've researched literally give a talk like I do using the same talk so at some point from a previous talk that I've given here at WordCamp Raleigh I wrote a book an e-book I made it into PowerPoints I already had a video done they recorded it for me and then I cut that video up and made it into shorter video snippets I made a couple of gifs out of those video snippets and it went all over social media the same content literally just re-purposing and reusing the same content everybody with me? yeah social media tools so the next thing I want to cover is tips and tricks for saving you time doing this work the whole goal here is you take the time to write great content we want to make sure you're engaging and using that content over and over again who here sort of if this then that IFTTT so it's IFTTT.com and this is actually a life saver and a time saver in many many many many many ways so at some point this will connect most major platforms with most other major platforms at some point you can set this whenever you post on Instagram to automatically tweet that same Instagram that same time or you can set it whenever you post on Instagram to send that same Instagram post into buffer buffer is a scheduling tool that lets you hold and buffer some of your posts so it doesn't go at the exact same time this is the way I do my personal Twitter I do it through if this then that I grab a feed from social media today and I feed it through if this and that into my buffer and then it queues up in buffer sometimes 10 days later after the post came out and it tweets it out the second social media today post the blog they automatically tweet it themselves which everybody should be doing so that's great and that's easy to do with a plugin or two so at some point I don't want to post the exact same time as they post because it seems like that's what I'm doing so I put it into a buffer and it holds for a couple of days and then it gets sent out by the time I send my version out it was three days ago on Twitter which might as well be three years in Twitter terms so long ago on Twitter nobody even remembers them talking about it three days ago on Twitter then I put my post out there tagging social media today tag and using whatever hashtags are relevant and then re-engage and I'm getting a bunch of engagement on this they don't realize this is what I'm doing so I'm using this tool to go from a feed which is one of the options on here to buffer and then I'm scheduling my buffer to go to my Twitter you can go from Facebook to Instagram Instagram to Facebook Twitter to Facebook to Instagram to Google Plus to Pinterest to Tumblr to your blog to your WordPress to your Slack so you can tie most major softwares that are really popular today you can actually tie it together free tool takes about five minutes to set something up they're called applets and these little applets tie things together basically if you want when this happens do this so if this then that is literally what it puts together so at some point a number of my clients I managed they have five or six social media profiles I don't want to spend time doing Facebook, Twitter, Pinterest and Google Plus for all my clients individually every single day that takes them a lot of time and that's all I'm going to be doing for them and that might not be the best use of their time so by using a tool like this when I spend my time writing a great Facebook post it'll schedule in Twitter within a couple of days so I keep their Twitter full of information that I've written it's not automated it's just automated copying to another place because a lot of people worry about I don't want to send it on all platforms at the same time because then it looks like that's what you're doing but by using this tool it lets you hold it a little bit and then send it out a little bit later another thing you can actually do with this tool a lot of things it integrates with Amazon Alexa it integrates with Google Home it can integrate with most smart watches these days it can integrate with their phone it can set when you arrive at a location such as when you get to church on Sunday and the geolocation on your phone picks up you're in church it will actually mute your phone automatically for you so you don't forget to mute your phone in church it has a lot of power so this is a great tool for integrating and sharing your content and sending saving yourself some time on social media but this allows you to use not only your content but anybody else's this allows you to do a delayed retweet sometimes I want to retweet something somebody said but they just said it so it's not really I want to wait a little bit I use this tool to help me wait a little bit also I use a lot of Hootsuite who here uses Hootsuite or Buffer this is similar free tools and they have some paid upgrades as well but at some point when you post a post you wrote a great post you posted on your website how often should you post it on your social media throw out some numbers once four times a week yeah eight times a week 20 million times a week it doesn't matter if it's Twitter it's gone in 30 minutes so as far as Twitter goes literally one post on your website you can post on Twitter 10 times in a week and no one will know as long as you schedule at different times because people who are on Twitter at 2am are different people than who are on Twitter at 2pm if they're not on it both times they will not see that that's what you're doing if you do this with a lot of content you space it out so basically when I do a post I schedule it at least 15 times in Hootsuite on Twitter over a two month span because at some point you can even do five months span at some point you just need to click the buttons but one post should always be carried forward you should never just let it die on your website as soon as you post it so using this tool lets you schedule out in the future and you can schedule it out on LinkedIn on Facebook all that type of stuff and schedule it out more often for Instagram you can't really do the scheduling out it's harder to do but also they will recognize hey it's the same picture again but it works really well especially on Twitter on Facebook if you're active on Facebook you can do this if you only have one post a week you don't want to have it always be the same thing but especially for Twitter you can tweet as many times as you want nobody's even going to notice so you want to make sure you're reusing your content any questions any comments anyone else need more candy because I'm feeling a deadness in the room yes there's a setting you have to do for that so specifically when you copy it over from Instagram or whatever you can set copy over the image or it'll give you a link there's different options in there yes so at some point sometimes I just use IFTTT it doesn't have a limit so I have probably 30 of them I manage so at some point I use them over HootSuite sometimes depending on what I'm using it for yeah sometimes I use TweetDeck to schedule my Twitter and let IFTTT take it off of TweetDeck and don't even bother with HootSuite if I'm only focusing on Twitter for a client yeah and that is check your advertising settings check your settings there's a setting on there to not allow other people's posts yep exactly and it depends on what you're trying to do sometimes you want external posts and you can limit that but generally I recommend keeping it just to be your own posts yeah no it's basically it's not because it's still the same post in the end it just has a new date it doesn't make a difference to Google so it doesn't hurt you with Google it's more for a user experience thing and for just getting the content back out there again yeah comments or questions about content or social media in general we've got a bit of time still and kind of any other questions about general social media I can field as long as it's at least I think it's 75% unique so if it's the same thing and if it's on your own website it's less of a concern so the duplicate content is really more of a concern if it's somebody else's website if you're taking content off of Huffington Post claiming it as your own without a canonical URL which is a way to say hey this is Huffington Post's content you Google will penalize it and they will be like no thank you but at some point if it's on your own website as long as most of it's original you're good it's there's 25% you're using the same paragraph it's not that big a video but usually within your own site you want to have it be kind of fresh and you're using somebody else's content and not giving them any credit for it so the goal is to get engagement on your posts so at some point whether it's you're posting on social media they're engaging with their social media then they're learning about your brand even if they're not even going to your website and they're learning about your brand on social media brand awareness and they find you in a different way so at some point it's really about taking the time you're taking the time to write great content why are we only using it once and at some point it's also something it saves us time if we've done a great job why are we only doing blog posts we often seem to just be in the mindset of let's just do a blog post for the website there's so much more that you can do with the same concepts probably check with law firm and check with what your agency agreement is in the case of most of our clients we go straight as the client and so therefore we could not claim it as our own but it depends on your relationship with them so at some point you might be able to reference snippets of this of like saying hey I wrote this and you can maybe do a paragraph here and there of like this blog this blog this blog and I would just double check with them about what's your agreement and that's just one thing is just make sure especially law firms making sure you're careful with that or if nothing else if it's like for your own personal portfolio you can say with their permission I wrote this for them with like a link to it or something like that but I would double check if they feel about it first any other comments, questions? yeah yeah and that's where I said define the evergreen content so figure out what content is really the best ones to do and then generally I like to put a tag or a category for them in my WordPress for the blogs and that way when you do these plugins such as the yet another related posts you can actually tag or the republish old posts say I don't want this category so but decide and that's kind of step one of really using this is go back through your old stuff and see what you actually want to share and find what is your good evergreen content stuff that's actually or it might be need to be strengthened so it's something is it's like hey this is a great blog that I wrote three years ago it might be still relevant now if I add one more paragraph on or just change it up a little bit because a lot of times we're looking for sources of new content we've got all this old content we've already done on the website and so sometimes you can also re-address the same content is talk about here's what we said three years ago here's what we say now link to that old article three years ago even take some snippets of the old article from three years ago so a handful of things in marketing and in development change and some of them never change customers always write that's never changed we still have to put up with them but any other comments questions we'll be in a happiness bar afterwards we've got a little bit of time before the next session but I'm going to be over in the happiness bar which is over in your registration if anybody has additional questions again I've got some swag in here I've got my business card if you have any questions I've got some candy to wake folks up and then we do have a prize and this is Theo Wapu so I work with the design so Theo Wapu so my Theo Wapu shirt goes to the person who can tell me what the half-life of Pinterest is first hand two and a half months there we go you are the proud owner of a Theo Wapu shirt and thank you everybody for coming out really appreciate it


You have now been introduced to both voltage and current, two of the key ideas that underpin electricity. However, before we continue, I just wanted to spend one minute sharing with you guys two quotes, which I think are amazing. They're both from Michael Faraday, a man who lived in the 1800s and he played a key role in the development of electricity. So the first quote is this. So this is in 1850 before electricity was commonplace. And so a British financial minister came up to Michael Faraday and said, what use is this electricity? And Michael Faraday is responsible as, well, maybe one day you'll be able to tax it. At this stage, people had absolutely no idea what all this research into electricity could lead to and how could underpin all our technology today. The second quote, there's a shortened version that I'll share with you and it is simply nothing is too wonderful to be true. All right, that's enough with quotes for now. Let's get back to voltage and current. So current and voltage are two very important concepts when it comes to electrical circuits. And I want to share with you guys the way that I understand what they are. So for me, the key to understanding current and voltage is to look at the units of these two quantities. So let's start out by looking at amperes or current. So electrical current is represented by the symbol I. So that's capital I and its units are amperes. When ampere is a Coulomb per second. So an ampere is a Coulomb per second. And to help you understand how this works, I'm going to show you a simulation. So if we were to have a look at an actual circuit, so here I've got the circuit simulation that we're using before. So the current would be the number of Coulombs that go past a certain point in the circuit per second. So I was going to have a look at this part of the circuit right here. If one Coulomb of charge goes past every second, then I have one ampere of current. If I had the charges moving twice as fast, so I had two Coulombs of charge going past each second, then I would have a current of two amperes. So if I had more electrons moving through a certain point of the circuit, then I would have higher current. I'm now going to show you a formula that you can use to calculate electrical current. The formula is I equals Q over T, where I is the electrical current in amps, Q is the charge that flows through a point in the circuit measured in Coulombs, and T is the amount of time that is passed in seconds. So you can use this formula to calculate the current. Have a go at doing this now.


Digital media are any media that are encoded in machine-readable formats. Digital media can be created, viewed, distributed, modified and preserved on digital electronics devices. Examples of digital media include software, digital images, digital video, video game, web pages and websites, including social media, data and databases, digital audio, such as MP3 and electronic books. Digital media often contrasts with print media, such as printed books, newspapers and magazines, and others traditional or analog media, such as images, movies or audio tapes. Digital media has a significant broad and complex impact on society and culture. Combined with the Internet and personal computing, digital media has caused disruptive innovation in publishing, journalism, public relations, entertainment, education, commerce and politics. Digital media has also posed new challenges to copyright and intellectual property laws, fostering an open content movement in which content creators voluntarily give up some brawl of their legal rights to their work. The ubiquity of digital media and its effects on society suggest that we are at the start of a new era in industrial history, called the Information Age, perhaps leading to a paperless society in which all media are produced and consumed on computers. However, challenges to a digital transition remain, including outdated copyright laws, censorship, the digital divide, and the specter of a digital dark age, in which older media becomes inaccessible to new or upgraded information systems. Digital media has a significant, wide-ranging and complex impact on society and culture.


So within the world of Cyberpunk 2077 and your character in which you will play, before being let loose in Tonight City, you first have to pick your character's backstory. Today I bring you all you need to know about each backstory to hopefully help you make the right choice. How's it going guys? My name is DPJ and if you enjoyed the video leaving a like really helps out and if you like what you see and want to see more be sure to subscribe. Also guys to build up the hype surrounding this game I am giving away two copies on each platform. To enter it's pretty simple. Drop a like on this video and leave a comment down below. The more of my Cyberpunk videos you like, watch and comment on the more of a chance you have of winning. Winners will be announced a week before the game's release on November 19th and good luck. So before going into this game's main campaign and additional side missions you are first asked to select a life path or backstory for your character. These backstores truly affect the way in which you will experience the game as each backstory sees the character in which you play being perceived differently meaning things such as opportunities, dialog options and much more will differ. So today we check out all three life paths to hopefully help you decide which one you feel is best to choose. Now it's important to note no matter which life path you choose you will enter the game after around about doing 30 minutes of gameplay for the backstory at the exact same point. The backstory is only there to give your character a history. It's this history though which will affect the game going forward. Another important point, each life path has its positives and negatives but depending on how you decide to play the game you can work both positives and negatives in your favour. So the three life paths are Nomad, Street Kid and Corporate. So let's first check out Nomad. So brief description. Roaming the badlands, looting scrapyards, raiding fuel depots. Life on the road wasn't easy but growing up in a Nomad clan has its perks honesty, integrity and their love of freedom. Qualities that few in Night City possess and no amount of money can buy. So picking a Nomad life path for your character you start your begin in the badlands at a small mechanic shop. Part of their way with Rebecca's clan V is undertaking a risky job to smuggle a valuable package into Night City. In this version of the prologue Jackie Wells is V's partner in crime in breaking through the border. The situation escalates when Arazaka guards surround V and Jackie in their car demanding that the corporate property the two are carrying is handed over. Chased through their biotechnical facility on the city's outskirts the two find shelter in a garage and open their mysterious package. Inside it is a live iguana. So theoretically if you picked Nomad, Nomad V comes from outside the city walls, the badlands. There are no speed limits in the wastelands.  Freedom has always been an important part of life in the badlands. Nomad V grew up with one of the local tribes but something has changed. Perhaps it's time to find a new beginning inside the walls of the chaotic Night City after all. Picking Nomad you will enter the game with unique experiences and knowledge of gangs, cars and equipment. And after all, Nomad V comes from a place that has both a distant and overwhelmingly prominent relationship with the Night City security wing. You are intimately familiar with the ways of working around the city's demands by bypassing its influence. Of course whether to maintain the old affiliations and values will be up to you people. Okay so on to Street Kid, brief description here. They say if you want to understand the streets you gotta live them. Gangs, fixers though, small time pushers. You were raised by them all. Down here in the love of the jungle dictates the week to serve the strong. The only low in Night City you have yet to break. So picking a street kid path for your character your journey will begin in Hayward's Bar, Al Coyote Co Hall. In exchange for a favour, V's friend Pepe will ask them to pay a visit to the local fixer and sell Pepe's debt for him. The fixer in turn will involve V in a robbery to cover their debts. V will be tasked with stealing a car that belongs to an Arzaca Corporal. V hitches a ride with an old friend, Pedri, an also prominent figure in the area.  V's quick job with a car, fairly easy since they were given a key, is interrupted by Jackie Wales. Here he appeared as Pedri's driver, who decided to intercept the car V talked about with Pedri and make some profit for himself. Both are found on the spot and arrested by the NCPD and their inspector, Stints. Stints recognises both Jackie and V, arriving to the scene Kaoru Rujiyaka, the owner of the car. He suggests that the criminals are dumped in the river, instead the officers knock the two out and leave them in the alley. As a street kid, V grew up in Hayward learning to survive on the streets and depending on some people as if they are family. Some people might know you, who knows where from, gangs, fixers, mysterious strangers, the police too, and the majority of your life was spent avoiding their prying gazes, not always successfully. But again, that was your relationship with all Knightsies, Corporals and their people, just avoid them, until you no longer can.  Ok so lastly are the life paths we have Corporate, brief description.  You've been there, you've bent the rules, exploited secrets and weaponised information, there's not such thing as a fair game, only winners and losers. So picking a corporate life path for your character, you're still begin in the city centre, inside the Arazaka HQ tower. Bummeting into a sink in front of a bathroom mirror, character intelligence V. Arthur Jenkins, a higher Arazaka executive and V's boss calls V in. He asks V to distrubly take out Susan Ebenefi, Arthur's victorious opponent in the fight for the promotion he was interested in. Now, technically Arthur's boss. In this version of events, Jackie Wells is an unaffiliated friend of V and also V's best option for killing Susan without tracing it back to Arazaka, both meet up inside Lizzie's bar in the Watson district. After V flies there in a nicely outfitted Arazaka AV and has the iconic encounter with the basketball players on the roof of the building. However, before V and Jackie can carry out their plan, Susan pays them a visit within the bar with two Arazaka security guards with an appearance of sumo wrestlers. These Arazaka cyberware is disconnected, these lifesaving trauma team insurance is ended and the bank account funds are emptied. Jackie protects V from being taken away by force and offers to help V get back on his feet. So, Arazaka hungrily is fighting for the crown of Night City. Central locations and ports already belong to the mega corporation and you have always been a part of it all. Fighting unforgivable battles within the headquarters to climb the corporate ladder, you are trusted with the most sensitive counter intel jobs and this time Arazaka's stability depends on you. But what happens when the cold blooded system turns against its best people? Where do you go when the most powerful organization in the Night City knows everything about you? These are only some of the many questions you will have to figure out once everything you have known in life falls apart. If Arazaka is one of the villains of Cyberpunk 2077's story then you can confidently say that you have looked a dragon in its mouth. You know the most powerful people in the city, leaders of the corporation with the influence that spread to Weber London Night City.  Someone might think that someone of your kind has no chances of survival outside of Arazaka's sheltering headquarters but you beg to differ.  A nomad leaving your family behind heading straight into Night City. A street kid having rep already on the streets but is that a good thing or a bad thing? Or corporate, a comfortable well paid corporate agent with ties to some top dugs but maybe not to those lower level gangs. Well guys those are the backstories and partly the mission life paths you will experience. For me I don't know why, I first thought I'd probably go with street kid but I'm more so for some reason feeling that corporate connection here but that's just me. Where gangs might recognise me as an agent but if I can also tie in some connections down below I feel I get the best part of both worlds but I mean what's going on with a nomad? Probably my opinion the best option as an outsider not known within the night city streets by anyone. Well people the choice is yours let me know who you'll be picking down below in that comments section. Nomad, street kid, corporal let me know.


I get to my destination maybe I share like I encrypt it with like a public private key thing and I share some little bit of information with someone at my destination who will only give it to me when I'm there in person not under duress right and then without that bit of information I can't access my data that requires a lot of trust obviously but something like this where you can think of making it impossible for the data to be seized or decrypted when you cross the border that might be a fruitful direction there and I believe your first question was about regulating development of software like arms or weapons or things like this so I think there's been a bit of hesitancy in the tech community about that sort of approach given the crypto approach the crypto wars of the 90s I think though that there does need to be like stronger export controls are part of this the tricky part is identifying what exactly you want to control and I think one interesting direction to look here is the sort of nature of companies that are operating in this space so you know what's been tried before is okay well let's look at tools the intrusion tools so we'll add this to a list of dual use products and then it'll be regulated but if you think of it's not just the tools like these companies finfisher hacking TMSO are selling these sort of integrated packages where you have tools you have support you have you know they're setting up infrastructure maybe they're even helping develop bait content to get people to click on links or open attachments and that sort of integrated service I think is something which maybe you could reach out and specifically try and control great thank you guys this was a great panel and I appreciate it was great fun thanks for inviting us all and I promised I would let you go a couple minutes early we are exactly two minutes early since I know fire is on so thank you very much this is very important and I didn't for a while the schedule suddenly I'm noticing when I do something like a PDF or something else the big green rectangle do this at all click here first that's entirely legitimate that is okay now there's so I don't have like all this I hate it we've had quite the busy day and I'm pretty sure most of you who I know I have have learned quite a bit from our presenters and our discussions I'm really happy to be introducing our final closing session of the day my name is Linda Beshai I am the director of research evaluation and learning at the American Bar Association rule of law initiative we have titled our afternoon session a conversation on the future of the cyber landscape not to be very ambitious or anything that's just a modest discussion topic and to help us with this discussion I can't think of anyone better than Mr. Glenn Gerstel who is joining us as the general counsel of the national security agency before that he practiced for 40 years in the private sector and he has taught at a couple of law schools at Georgetown included as well as New York and he was on the president's national infrastructure advisory council which reports on security threats to the country's infrastructure so I think he brings us a very nice breath of private and government experience and to help facilitate the conversation is our own Judge James Baker a member of the Rolly board and someone who really has been extremely helpful with my team and I as we thought about how to put together this conference and what it should contain and how we should tap into this incredibly complex topic Judge Baker in addition to being a member of the Rolly board is a professor at Syracuse University and he's the director of the Institute for National Security and Counterterrorism at Syracuse before that he was the chief judge on the US court of appeals for the armed forces and the legal advisor to the National Security Council so I think we'll get an excellent informed conversation. Thank you very much. Is this on? Yep, you're good. Well thank you Linda. I'd like to start by just noting that we're in the Frank Carlucci auditorium I don't know how many of you knew Frank Carlucci a few of you a wonderful public servant who served his country in the world as secretary of defense national security advisor ambassador to Portugal but also for most of his career as a career employee of the government doing his job every day with honor so it's sort of exciting for me to come here and realize we're in the Frank Carlucci room which is not to say I was avoiding the George Schultz room or one of the other rooms but it is an honor to be in this room and to be on this stage with Glenn Glenn is doing something that Michael Hayden taught the intelligence community to do which is to get out and about and explain what it is the US intelligence community does and why it does it and how it serves a greater good that's a scary thing to do if you come from the national security world so but it's an important thing to do and thank you for being willing to do it here's what I'm going to do it's supposed to be the facilitator which I'm a potted plant essentially but I'm going to ask a series of questions to in theory get the ball rolling I'm going to the warm up like a goalie takes slap shots from the blue line to warm up the warm up shots for Glenn are just a little bit of background about his career about the NSA general counsel's office about the role of the NSA I'm then going to ask about the global situation could he give us a threat brief in essence about what's going on out there thinking about the elections ahead random countries like Russia, China Iran and then I'm going to ask him about emerging technologies and how they're going to impact on national security I have in mind artificial intelligence quantum computing and I have topics like Huawei 5G and things like that in mind so those are easy questions and then I want to save at least a half our time for audience questions if that doesn't get as far enough along I'm going to then ask some questions about cyber process and persistent engagement fair enough so first the slap shots to warm you up and get your glove hand going tell us a little bit about your background and about your role at the NSA first thank you Jamie I appreciate that introduction and also giving me the warning of what you're going to cover so that gives me a little time to think about it first let me say how happy I am to be here at the ABA ROLI conference but the ROLI initiative is just a terrific one and very very important and the fact that you're choosing cyber security as the theme of the conference for this year is really critically important and I hope to do justice to the topic even though I know I'm standing between you and drinks at the end of the day so to your question the national security agency has twin missions the missions are easily stated but the rest of it is all complex but the twin missions are one foreign intelligence surveillance and I emphasize foreign and the second is cyber security those are the twin missions that are easily stated and the details get complicated because it's a technically complicated area the area of law is very complicated on both sides and the environment in which we operate is also complicated we can spend some time on that I'm the general counsel of the agency which is a non-political position I came to that by way of a career in the private sector I didn't come to this job with a particular national security I always say axe to grind so to speak I was knowledgeable a little bit about homeland security not particularly knowledgeable about national security there's a bit of a difference and certainly new to the classified world so the first year or two for me was all about being thrown into the deep end and trying to learn how to swim and it was a fascinating exercise I've been struck by a couple of things at NSA it's a gem for the federal government it has outstandingly brilliant people probably the largest collection of PhD mathematicians on the planet and a group of really patriotic Americans who are truly interested in keeping our country safe both in terms of the foreign intelligence and cybersecurity and also being very very scrupulous about the rule of law so when I came in as general counsel I was a little worried what's the environment in which I'm going to be coming in here and I was able to see that everybody from the director on down is very very focused on making sure we comply with not only the statutes and regulations and procedures that govern us but also most importantly the fourth amendment Glenn you came from private practice how did that prepare you for this role and how didn't it prepare you is that a normative path to being general counsel of NSA well I wouldn't suggest that I would necessarily emulate my example so let's start with that I found it on just on a personal level as I hinted at before a little difficult to make the transition not never having really served in government before I'd been a volunteer boards and commissions but it's not quite the same as being inside government it's certainly not the same in the national security sector where it's a classified world which I was not used to everything from literally two sets of computers and two telephones one desk, one classified, one unclassified and on a personal level for 40 years or so I used to come home to my wife and tell her who was also a lawyer and tell her all about goings on at my law firm and she knew everything about my partners and my clients and now when I came home after work she'd say what'd you do today honey and I said oh some stuff she said well with whom oh some people and that's about all I could do so that was an adjustment I was getting a little flip about it but it was a serious adjustment that's a good answer by the way so I'd stick with that one ok I'll stick with that one but I did find to your question that the role of being in the private sector really does help me in this job yes there's a lot to learn absolutely but the skills of being a lawyer negotiating, understanding, being good at analysis I was a transaction based lawyer so I was used to new matters arising all the time and learning to be a quick study so there's a lot of the skills of being a lawyer translated well into being the general counsel certainly the law firm management piece was the same but what I hadn't appreciated is the, I'll say political I don't mean Republican versus Democrat but sort of interpersonal skills knowing how to deal with the interagency process which is a political process and again I don't mean that in a partisan way but you're just dealing with sensitivities and equities and issues and knowing how to navigate that which is very much something that a lawyer in private practice in a transaction based practice trying to get parties to agree in a deal a lot of those skills were very, very relevant to being an inside government thank you so ends the easy question look I've actually got a head out right now turning to your proxy role now is the D&I could you give us a sense, a survey of the cyber threats out there nation state cyber threats non-state actor cyber threats and depending on how that goes I'll then ask you what's the thing that you're most nervous about fearful of in terms of cyber threats so interestingly enough for the past I'm probably going to get this wrong I would say about at least five years there's been a number one threat that has been announced at a public hearing held essentially every January sometimes early February before congress where the director of national intelligence the director of the CIA the director of the NSA and other parts of the intelligence community appear before congress to have an annual global threat hearing the number one topic has been cyber when asked to rank the threats the number one topic for the last several years has been cyber and that's pretty fascinating the other threats are the ones you'd expect yes of course North Korea presents great challenges Russia, China etc counterterrorism all the obvious ones that you already know about but not everyone would have put cyber at the very top and I think that's absolutely correct and this is the intelligence community this is the intelligence community's assessment this is the intelligence community's assessment the number one threat our country faces globally is the threat from malicious cyber actors and it's all the malicious cyber actors that you know ranging from yes of course teenage hackers but far more importantly nation states unfortunately the barriers to entry in the area of doing cyber mischief are pretty low so that's why you can't have the proverbial teenage hacker but at the serious level the United States really pours its resources into trying to do harm to the United States and our allies the results can be significant we've certainly seen that with actions by North Korea Iran China and Russia to name the four that are the most significant malevolent cyber actors and the damage that's been done has ranged from everything from credit card theft to identity information being stolen in the case of China arguably the world's greatest transfer of wealth has occurred through cyber means where China has stolen intellectual property through cyber means and taken away from US businesses and US owners excuse me, of intellectual property North Korea has introduced malevolent viruses throughout the the world through cyber propagation which have damaged computers same thing it was true as I said for Iran and Russia as we also know we can spend more time on this has been particularly active in influence campaigns and trying to influence at least the 2016 election and probably other elections as well you say probably does that mean you don't know or you're not going to say no I think we do know we certainly do know about 2016 probably just because I was referring to older elections I mean I don't think we've done the same level of research back into say year 2000 or something but for purposes of 2016 the intelligence community came out with a joint assessment which was quite thorough, quite detailed it's available online it's available in an unclassified form which lays out exactly what Russia did in the 2016 elections in terms of their influence operations which were very significant if you have any doubts about it you can look at the indictment also available online it's a public document by special counselor Muller issued in I want to say February of 17 but I may have the date wrong which spells out exactly what the Russian internet research agency did and you have Gandy Progosian who's one of the Russian oligarchs and how they set up a systematic program to have false personas to use social media to use stolen credit card information to dupe Americans quite an extensive thing the indictment is public and it's a fascinating page turner should we expect more of the same in 2020? I think that's inevitable we've already seen a great difference in elections between 2016 and 2018 in 2016 to be candid I think we, America were caught a little bit flat footed in terms of our response to what Russia was doing and we saw the results in terms of, as I said significant manipulation of social media we also saw the dumping of emails designed to embarrass candidates through WikiLeaks and the morning of after the election in 2018 looked a lot different from the morning after the election in 2016 after 18 I think the United States Government was able to get organized in a way that it hadn't been fully in 2016 and we were able to take a number of steps to blunt and thwart adversaries taking actions there so you didn't see throughout the 2018 election the same kind of allegations and complaints that you saw in 2016 and that was because of affirmative actions by the United States Government to make sure that our elections were safe we're certainly going to repeat that in 2020 but I think it's naive to think that not only Russia but perhaps other adversaries as well who will have studied this playbook decide to interfere in our elections Do you think deep fakes are coming to the next election? Sadly yes so deep fakes you may have heard the buzzword are false videos or false audio tapes made to look like the real thing shows a political candidate doing something inappropriate with someone or saying something completely inappropriate in the guise of a recorded phone call or a video tape you can imagine that being posted to social media assuming it's all false posted to social media so it's on Twitter Facebook YouTube videos whatever it'll establish some level of currency and credence because people believe what they see and what you hear it certainly sounded like candidate X candidate Y and the thing about it is due to technology and the reason they're called deep fakes is it's almost impossible to discern it from the truth so these videos will look thanks to artificial intelligence and other techniques these videos will look real and will be almost impossible to discern from the fakes so if you're a candidate and this is out there you can deny it and say that's a completely fake video will everyone believe that will some people think well you know I did see it with my own eyes and it gosh it really did look like Glen Gerstel in that video that's going to be a serious issue that's cherry the so I'll hold off on the what's the thing that you really worry about so we can keep the happy mood going these are all the easy questions right but that is a segue to emerging technologies and could you please explain quantum computing to us in one minute or less what was the next question yeah at least one of you understands that joke how are you at that do you want to try that well that was not it was a sort of fake serious question to see if it was taken well in an extremely general way obviously not the technology but quantum computing is a different type of computing than the kind of digital computing that we now have based on a completely different system of sub molecular movement that enables a vast number of computations to be made at the same time very very quickly far outstripping digital computer capacity to my knowledge no one's ever built a quantum computer it exists in theory people talk about it you see some literature about it but the theory again I emphasize theory is that if someone ever builds one of these things it will have the ability to perform all sorts of incomprehensible data crunching with the result that it will hopefully enable vast advances in everything from weather forecasting to disease analysis to national security perhaps breaking encryption so the Chinese have announced this is again all public they've announced it they say what their plans are so their plan for the year 2025 and beyond is to become the number one country in quantum computing so that's the challenge that's laid out for the rest of the world they've announced what their plans are and we'll see whether this ever goes anywhere but certainly has the potential for both good and evil in the national security sector you did very well unlike prime minister Trudeau who had the question planted I did not tell Glenn that I was going to ask him to explain quantum computing it is computing based on quantum physics which is the physics at the subatomic particle level which is chaos and it's taking these two concepts called superposition and entanglement and using them to create a new form of bit and on the basis of that if you can actually do it they predict they and they depends on who you're talking to and where you're talking it could be exponentially faster than a classical computer and some say as much as a million times faster but think about that now some of the limitations in computing today are just you can't do enough of the calculating and the time required but this would change all that if it happens so that's one technology artificial intelligence is a collection of other technologies I won't make you do synthetic biology but you can take your pick of technologies and talk about what's coming or you can switch and just say let's talk 5G instead because that's another form of technology so actually we can do that's an easy question so we can do them all which is to say if you hinted before what keeps me up at night so let me tackle that because it's the same point which is this is sort of my personal view it's not as an official NSA policy this is more of my personal view but being informed by my position so I'm most worried about a completely unprecedented and I would say almost incomprehensible level of change in the technological world ranging from the things you pointed out which is artificial intelligence 5G which is a completely new form of telecommunications that will be much faster like we talk about that for a second who knows possibly quantum computing we already have cloud computing just the whole onrush of technology what some have called the fourth digital revolution is if we're not already in it we're on the cusp of it it's already about to wash over us and I don't think our society has come to grips with this both in terms of our laws in terms of what privacy means in this context of this digital revolution where you're whereabouts and shopping habits and everything known so what does that really mean to privacy I don't think our society's broadly the western nations and indeed even the global norms haven't been established in this area with every other technology that's come along whether it's railroads, electricity take your pick we had a number of decades in which to sort out the basic rules of the road whether it should be publicly owned, privately owned how it should be regulated how it should be done how it should be done so we now have an electric system we understand the rules of the road you can't plug anything into it unless it's underwriter lab approved just to take one simple example but we have an internet and you can plug anything you want into the internet indeed by some estimates there are going to be over 20 billion devices connected to the internet perhaps next year and just to put that number in context that means when we wake up tomorrow morning there are 5 million more devices connected to the internet than today and when we wake up the next morning there's another 5 million and these are internet of things devices your telephone, I'm sorry your refrigerator your toaster, God knows what's going to be connected to the internet what are the privacy implications of that what would a nation state do if it wanted to do surveillance in that area what should the rules of the road be that there be certain base level cyber security in this and how are we going to deal with that all these questions are yet to be addressed and yet in 20 years from now or even 10 we're going to be dealing with this in a way that we have not yet organized our society to address these whether it's government institutions the rules, the norms, the laws etc so it's coming at us very quickly before we can adapt to it I'm going to turn to the audience now and ask if there are questions you'd like to put to Glenn and while you're forming up your question I'm going to give you so I will call on you and actually I'm used to calling on people as a judge so I will call on you if you don't call on us first and I know some of your names so stand by Alberto so here's a dealer's choice there ought to be a law and now fill in the blank or what is your position NSA's position or anybody's position that you'd like to identify regarding whether NSA cyber command should be single-hatted or dual-hatted so you get to choose which question you answer before we have the audience pipe up I'll take the latter because it's very discreet and clear so right now the director of the agency that I work at, the National Security Agency is General Paul Nakasone he's a four-star general, a full general he also has a second job which is he is the commander of the United States cyber command which is one of the, I think, 10 other so-called combatant commands in the United States military which are joint commands and that was a recent change in status so he wears two hats so to speak cybercom is, although I'm going to cartoon it a little bit this is not the exact way to phrase it it's more at what layman have said or others have described as sort of offensive operations this is the military using cyber to engage with our adversaries overseas and to try to deny or disrupt or deter them from malicious cyber activity aimed at the United States the same general Nakasone is also in charge of the National Security Agency which does not have that mission we're much more about finding information out about our adversaries as well as providing defense to national security systems not all of government just national security systems so where's twin hats each mission informs the other because obviously if you're good at cracking and hacking into foreign adversaries computers if we wanted to say break into al-Qaeda's computers you'd need to know how to do that which would be good to know on the offensive side because we'd like to know so there's a lot of synergies between the two some people have said it's too big a job for one person it should be chopped up into two others have said there's an inherent conflict between the two missions and it would make more sense if one person headed each there's been a series of back and forths on that no decision has been made my own personal guess is that at some point it would make sense to do this and that the government will do this but whether that's imminent or not I personally my personal view is I doubt and I think it's something that we need to see the two or the U.S. cybercom which is seven years old something like that mature a little more before there's a split but that's just my absolutely my pure personal view so Bill does General Nakasone have a view or does he defer to SACDF his I'm sure he does have a view but he's basically said that he's provided his military recommendation to the secretary it is the secretary's decision obviously with the president's concurrence but no decision has been made and as I said my own personal guess underscore personal this is probably something that's a few years off but it's ultimately the secretary's decision thank you okay let's hear some questions please up there in the back you have to do name rank and serial number and there'll be no speeches permitted okay General Counsel Goodell my name's Bob Allen I'm a recently retired naval intelligence officer and the question I had for you is today we were presented some great robust dialogue regarding fighting cyber crime by practitioners of law enforcement national security what I wanted to ask you is do we have our own legal self deterrent of using offensive cyber means against international organized crime because that's one of the few tool sets that was discussed today as we looked at fighting international organized crime or cyber crime specifically thank you if I thank you for your question and also your navy service if I understand your question what are the tools that we have to deal with cyber crime offensively using cyber against cyber crime international sure so there are lots of ways we deal with cyber crime and of course there's a multiplicity of actors involved in cyber crime as we alluded to before everything from individual criminals to nation states the United States government has been quite vigorous in going down the criminal prosecution route and I know you heard the Department of Justice earlier today the Department of Justice in conjunction with the FBI both on the criminal investigation and I think taking a pretty robust and vigorous response to cyber crime but I think it's important to understand that there's no one magic bullet there's no one size that fits all situations so in some cases in conjunction with the FBI both on the prosecution side and the investigation side has been vigorous about going after cyber criminals whether they're domestic or international including we've indicted a number of Chinese, North Korean, Iranians and Russians in this area have all been indicted and you say what's the point of inditing someone overseas well they can't travel number one makes it awfully hard for them to travel they know it in some cases we also combine it with sanctions and cyber mischief of 2016 so that could affect their ability to engage in economic matters and of course in one or two cases some of the people have been made the misstep of going to a country where there was an extradition treaty with the United States, the United States is extradited and they have indeed stood trial so certainly one is criminal prosecution the United States does have the authority and General Nakasone and others have the authority to engage with their adversaries in taking steps to counter cyber criminal activity so there are the requisite authorities it isn't always the case that a cyber attack has to necessarily be responded to with a cyber response the response could be diplomatic it could be through the criminal prosecution that I've mentioned it could be economic sanctions it could be a whole range of things sometimes in concert so it's possible that there could be actions taken that wouldn't be public so we wouldn't necessarily know that something's happened or something's been thwarted but that has so it's a wide range of things it is definitely something that is thought of carefully at the highest levels of government I've participated in some deliberations there it's something that's taken very seriously and I think the government a raid against a very very complex challenge is doing a good job but it is a very complex dynamic challenge I'm not minimizing the extent of the problem thank you right here Mary Greer and then we'll go over there I want to thank you both I'm Mary Greer I work at the rule of law initiative and I'm curious to know we have other implementers in the room but I think we also still have members of our donor community any ideas in terms of working with judicial actors prosecutors, judges defense bar civil society organizations any ideas for our donor community in terms of crafting programs and projects that might address some of the issues some of the cyber threat issues whether they're regional priorities that you see or you know against specific actors I wish we had an hour to respond to the question and have a dialogue on that but there's a wide range of things to summarize a few points so one I feel very strongly and I know General Nakasone has spoken about this too it's just going to be critically important as we face the future threat that I described before this onrush of technology and the problems of cyber security it's really going to be critically important that the private sector gets way more engaged and way more involved than it has right now and this is my personal view not an official NSA policy but there's a bit of divide there's government over here and the private sector over there the private sector says to the government gee you should be helping me and make sure that North Korea doesn't steal my credit cards or that China doesn't steal my intellectual property etc and it's pretty clear that if any one of those countries had god forbid dropped a bomb on us we know what happened to China as it appears to have done went to Marriott and stole several hundred million individual identities passports credit cards etc the United States government at least did not visibly respond with jets flying somewhere understandable prior to my prior comment but the private sector says gee we need we need more support in this area on the other hand the government is saying also the private sector has a lot of cutting edge they're the ones receiving these bearing the brunt of these cyber attacks and they're the ones who have more information they have more resources that are I think the net result of this is we need to have a new partnership a new arrangement between government and the private sector that would operate much more closely together in terms of addressing this and then secondly a massive amount needs to be done in education you could pick any one of these points whether it's if you talk about the effective influence operations one of the reasons influence operations make sense is because people don't have a real grounding in civics they don't really understand exactly what the government does what the rules are what the laws are and so they fall people can fall prey to misinformation so education on civics cyber security some of the issues we've been talking about is all important I think there's a whole panoply I guess the good news is there's a lot of action we can take in order to improve so if you want to be glasses half full person you can look at it that way could I invite make a suggestion you said you'd like to talk about that for an hour you're welcome to stay for the next hour but I know you have to go soon so instead could I suggest you have Roli the rule of law initiative that works extensively overseas doing things like civic education which is a great target of opportunity for some of these international partnerships we also have the president-elect of the American Bar Association here I'm sure that she would welcome any recommendations your team would like to suggest to the ABA side about how we can advance that kind of partnership with the private sector as well as the international private sector it's a pretty good target of opportunity for you all so I invite you, I don't know whether this will be welcome on their side but I invite you to task them to perform various things sounds good to me okay another question so we have this question and then we have this question and then we're probably riding to the end there I'm John Donovan student at the University of Connecticut School of Law and I was just wondering how closely you work with tech companies I mean I'm sort of thinking specifically here like social media companies and the Russian hack do you collaborate in terms of best practices do you point out problem areas that you see that they might not how does that work between you guys thank you sure good question the short answer is yes we do we the National Security Agency and the intelligence community generally I think has a good relationship with the tech community I think sometimes you'll see articles that make it sound like that's not really the case and yes there are different approaches on a couple of issues but my feeling is that the tech companies generally including social media companies they're patriotic they want to do it right they're worried about national security they understand some of the threats that intelligence community points out to them so I don't I think some of the some of the news media descriptions of a great divide between Silicon Valley on one hand and government on the other are a little overstated having said that it is definitely the case that there are differences in approach most notably around encryption and some other areas so yes there's areas that need to where we need to have more dialogue but broadly speaking NSA does enjoy a good relationship with with the tech community during the 2018 election and this was publicly reported the intelligence community worked with the FBI and the Department of Homeland Security to engage in social media and you read lots of reports about accounts being taken down and so on and so forth so there is a good dialogue is there room for improvement? Absolutely but there is an ongoing dialogue Thank you okay unfortunately this will be the last question just because Glenn has duties to country Glenn it's wonderful to have you doing the duties to countries that you're now doing you talked about the fourth digital revolution who are you? I'm Peter Bogger I'm a member of the rule of law board are there some legislative initiatives that could move quickly enough to either anticipate or to try to respond to some of these digital revolution problems that we have or for that matter treaties that we might be negotiating or starting to negotiate that ought to be priorities for us Thanks Peter the short answer is yes the longer answer is given I think and this is again my personal view not an NSA official view I think this is just an enormously complicated and challenging area which is going to make it difficult with either international treaties or legislation long term I do see that occurring just because I think the pressures for it and the recognition of the need for it are so significant so at some point I could envision and again my personal view at some point envision some kind of a treaty on international cyber norms we're not there yet we're far away we see nascent efforts we the judge talked about 5G so we see nascent efforts among allies in other countries to coordinate on an approach to dealing with the risks posed by Chinese equipment in the 5G area so there's some level of international coordination domestically there have been a whole series of bills ranging from ones dealing with supply chain issues to mandating that internet of things devices have minimum levels of security so there's lots of areas for the potential for legislation so I'm not saying that but my own personal view is this is such a complicated area and to go back to a point I made before this is coming at us so quickly that we don't have the time to sort out and think about try this try that analyze various options and come to a legislative solution that's just hard to deal with that does beg the question there ought to be a law assuming it could get passed do you want to suggest anything because we have this energy that we want to use and use in a productive way but if we all scurry about trying to do different things you are the opportunity to try and prioritize our energy what would you focus on in response to this question treaty bilateral treaty partnership statute executive order that does X speaking only for yourself even with that caveat I'm a little hesitant to me I think the area that needs the most urgent attention is the and maybe it's not a law but maybe it is or maybe it isn't is the one where we can try to get the private sector to get more involved in the area of cyber security and assisting the government and also for the government to equally be involved in assisting the private sector I think we need to get the marriage a little tighter and a little we need to take advantage of the strengths of both sectors and not have as much of a divide as I think we do that's just my view it's not necessarily a law but I think that's where our society needs to go well thank you that's a very honest answer and I appreciate that you gave it that you gave the official NSA and DOD position there you know thank you very much Glenn thank you for joining us if we could now thank our guest Glenn for coming down Linda has a couple of comments if you could just hold places for one moment just a few closing words thanks everyone and I really do appreciate that our conversationalists kept the conversation at a level where people who went to law school because they didn't do math like me could understand and appreciate that was very thought-provoking I just want to say thank you to a few people who really need to be thanked publicly because without them this whole event couldn't have happened starting with our USIP partners who were a pleasure to work with in particular Chelsea Dreher and also Philippe Le Roux-Martin and Jonas Klaas they were extremely helpful I also I also want to mention the names of our Roli crew because it certainly was a group of people our outreach team Lorraine Cook Hope Ann Roberts David Deppman and Jeremy Purcell extremely useful and there was those of you who were panelists know this but most of you don't this is actually an issue conference working group at Roli and we all put our heads together to flesh out exactly what this conference should look like and to make the invitations to think about who the speakers should be and how these panels should be composed and fleshed out and that's a lot of work and that is why this conference was so interesting and the working group members were Mary Greer, Tara Mubaraki, Samantha Tew, Shea Wilcox, Susan Goldman, Jesse and their work is great and there were of course on the day today many volunteers taking notes manning the registration table and the microphones etc. I just want to note to you that we are going to compile the notes taken today into a conference report that will be posted online and you should be able to see that along with the videos that were made today and the soft copy of the conference paper that website is going to be mbar.org slash cyberspaceirl So with that I would like to thank our speakers again and let you know that the reception is right outside.