Well, this is just so fascinating to me that there are so many people interested in lead gen. I always talk about Drupal and project management and stuff like that. And so this is my first foray at speaking at DrupalCon on a marketing topic.  But how many people are actually in marketing? Oh, how many are owners? So let me get started. So who are you guys? Let's see. I found some developers. I found some people who are in Drupal shops looking to kind of liaison liais better with marketing people. I found people that are agencies that actually do some marketing and lead generation. Is there another use case in here? Yes. Yeah. No, actually that's really brilliant because often you have a mandate to get information out into the hands of the public, don't you? That's absolutely right. Any other use case in here? Yes. Yeah, absolutely. When I started in Drupal in 2004, higher education websites came out of the IT department.  So that was that. And then they became the purview of the marketing departments and then lately what I'm seeing is that they're actually the purview of the admissions department. Now how many of you understand that a sale in higher ed is basically a quarter million dollar sale? It is like the ultimate online kind of lead generation. So very, very competitive space, very expensive to advertise and yes. And there's all kinds of things like even like the alumni and the development office and even the poor researchers, they have to get funding. There's all kinds of places to have good marketing in higher ed. Absolutely. Anybody else any other interesting use cases? Yes. Yeah, you can easily do registration micro sites. Yep, yep, yep. Someone else had their hand up. Yes. So since you're writing content for the help side, one of the things you can do, how many of you know about voice queries? So how many of you use Siri or someone use your phone for voice query? It's huge. So as you're writing content like FAQ parts, you can actually write the question that you're getting and it'll help you show up better in the organic results. So you might say, instead of how to delete your account, you can say how do I delete my account? And it'll actually rank quite a bit higher. Okay. Anybody else any other interesting use cases? Yes. Yes. Yep. And it is so hard to find a doctor and get signed up almost hospital sites. Like, you know, try to find a doctor and then try to book the doctor. Yeah, it's not so easy. Yep. Anybody else? That's a real, yes. Nice. Advocacy. Yeah. Definitely can do because I'm a good lead gen there. Hi. Come on in. Come sit up front where I can see your name tags. All right. So I'm with Flashpoint. I used to work for a company called Thunder Active and I loved my job. But the owner got tired and so I bought the company and the team and we're now Flashpoint Marketing. So, yeah, so I had been in Drupal up until 2014 and then I moved over to Thunder and have been doing digital marketing and I actually really like it. It turns out it's not nearly as stressful. I have to deploy nothing at midnight. So I talk about HubSpot because we're a HubSpot partner. However, there are many, many other and these are just a random sample. So these things are known as CRMs and marketing automation. So Salesforce is a CRM but ParDot and Marketo which are also owned by Salesforce are the marketing automation components as is Eloquah and Infusionsoft. I picked HubSpot about the same way I picked Drupal. Someone said we need to align ourselves with one of these and I looked at a handful of them and went, that one. I picked Drupal because it was Drupal versus Jumla and Drupal was someone that had the good URLs. So who knew, right? So today you can look at this conversation bidirectionally and so the slides vibrate a little back and forth. So you can be the site owner trying to get leads or you can be a service provider trying to help your customer get leads. The conversation is the same either way because the fundamentals are the same all the way around. So show me the money. So if you want to grow your business and I'm presuming that most of you in here are marketing or very interested in marketing. However, it's still actually very surprising to me that many Drupal shops don't invest in marketing heavily and it might be the owner doing the sales and stuff and referrals. However, if you want to cherry pick your clients and not have to take projects that just arrive because you need cash right now, you can actually start investing in a marketing engine. And you can find ideal customers and you can start specializing because you can actually target the kinds of projects you want, not just the projects you get. And how many of you actually would like to sell your business and get bought out and retire to the south of France or something like that?  Does that make sense? So often like I'll do some small business consulting with someone and they'll like, oh yeah and I do all the BD and it's like okay great we can position you for growth and then what's going to happen when you leave? All of the sales engine goes with you. So if you're thinking about like how to merge or be acquired, think about that. A marketing budget can be between 5 and 15% of your revenue. A 10 is the normal number. However, the more you invest in marketing, the better margins you're going to have. I know that sounds counterintuitive, but if you can cherry pick then you can pick the ones that are the most profitable jobs and the ones that fit your wheelhouse better. So a little bit of investment in marketing is going to get you much better business results in the long term. Now I also, we also do a little work in the cannabis space. So it's interesting we do enterprise legal work a lot and then cannabis. So it's a funny little mix. But in the cannabis area where people are emerging with a new idea in a new market, they could spend upwards of 50 to 80% on marketing. So 5 to 15% is just an average line for an average market for an average business. Right now people don't advertise very heavily in Drupal or not for necessarily all the keywords that are available. However, if people keep coming to these things with me, then they're going to. So start now while it's cheap. So the big question is not how big is your marketing budget, but the number that you really want to know is how much you spend to catch a new client. So if you go to DrupalCon Baltimore, go to my page on the website. There is a worksheet. And if you haven't done that and don't want to bother, don't worry about it. I'm going to put it up on the screen. But you can get it for yourself later on. So one of the things that we do when we bring in a new client and start a new campaign is we actually talk about the acquisition costs. And so you figure out what the value of a customer is. So a first year value for a client might be $50,000 on average.  And some people were worth $75,000 and did not take that same amount of time proportionately. And this helps you understand the kind of client you're going to fish for, right? Because that's what marketing is. It's fishing for new customers. And so you go through all this worksheet and stuff. And what you're coming down to is line number nine. So if my average customer value is $50,000, and I'm hoping to get a half million dollars in new business this year, for this marketing campaign, not my whole marketing budget, I can comfortably spend $50,000 with $7,500 in advertising costs and actually be doing very well. Because if you spend 10% to 15%, even 20% to get a new customer, that's a good return. So anybody else have their own stats on this? Does anyone know their client acquisition costs? Nope. Okay. So this is all really good math. It helps you understand what you can spend. And it was actually a surprise to me when I did it myself, right?  So that was actually fun. And then, so you guys can do that on your own. But that number is going to actually be higher than you think. And for your clients, you can, like, let's say that you came to that number with your client and to that $50,000. Like, that might be the money for the site, right? The site development, along with the content and stuff. So sometimes, you know, marketing, they don't want to spend a lot on a site, but if you can help them derive an entire budget for the campaign, then you can actually say, okay, but you have $100,000. Let's spend 20 of it on building something amazing on the website, right? So you can argue for your own budget. Any questions on that? Okay. And does anybody know their cost per customer? I'm not going to ask you what it is, but did anybody know that before they got here? Okay. Cool. Any questions? All right. So how many of you know what Legion is? Conceptually, like, you understand the premise. Okay. How many of you actually know all the components that go into a campaign, all the little bits and bobs? Because there's a lot of them. Okay. Not too many. Okay. Oh, this is all going to be good information then. So in 2004, IT ruled the world of websites, and they said, hey, we put up a site and look at all the traffic you got. Yeah, some of it's from Pakistan and some link farms in Poland, but, you know, we got traffic coming to the site, and nobody knew any different, and they went, wow, that's great. We're getting hits. But, you know, we evolved. And so now in 2017, it's the marketing end. How many of you have seen this progression over the last five, 10 years? Yeah. And it's really a shock to the system, because now people are going, could you move that over a pixel? Could you move that up a pixel? And then I need little things that twirl, and engineers are going, just tell me what to build. And so sometimes that transition has not gone well. And I think the companies that have done well are the ones that actually really understand marketing, right? Because it's not about traffic anymore. It's about this. What actually yielded a meal? So you can call it lead generation. You can call it marketing automation. You can call it content marketing. You can call it inbound marketing. At the end of the day, what they're saying is, we're doing all of this other stuff because the website must drive revenue results. And if you're designing in the absence of that thought, you're missing the boat and you're becoming obsolete. I knew a guy who was really great in FoxPro. He was a fabulous developer, made tons of money. And when I met him, he had resigned himself to just being a project manager, because he said, I can't learn anything new. I'm done. So this next iteration of web development, you have to fold in this marketing conversation to remain relevant.  Like, that's the goal that you want to get to. And if it's your own company, that your own marketing person says that too. And what your job is as a development company is to help them prove ROI. So we're working with a large, large, large, bloated nonprofit. And we've been working with them for a year trying to get them to where they can prove that their event registration page, someone else had a conference site. So their event registration page, they spend $80,000 a year. No, $8,000 a month. So it's like $108,000 a year and $96,000 a year. On AdWords, just on AdWords. And they cannot prove ROI yet, because their IT team is dragging their heels, will not help and support Google Tag Manager implementation. Has basically said, yeah, it's all JavaScript, but you're the marketing department. You guys figure it out. Well, I don't know about you, but I know very, very few marketing people that know anything about dropping JavaScript onto a page. And so this fight is massive internal battle. And I think it's going to end up with the IT team, with the marketing team getting fired and the IT team getting fired. Like, I think they're going to clear a clean house. And there's no actual logic and reason for this discourse, right? And it's all about that IT slash development has to understand that dropping in code onto a page template is not the purview of marketing. Do you really want me dropping anything into your page templates? No, right? So this person, this is what they're doing. Oh, how am I not in my slide view? Have I been out of that all the time? You guys need to speak up. Okay, so good thing I had all good notes in there. Okay, so on the left side is all the strategies. So before we even get into a campaign, we have to go through all of this business develop and business analysis and doing all of this work. And then on... This is actually on that worksheet. So one side is the worksheet and the other side is this, because this is the distillation of a lot of thought. So it's important. And then on the gray side, the second column, that's all... So month one, we basically do all strategy. And month two, we actually do all implementation. And so the marketing people are going to come to you having done their strategy. And then what they're going to be thwarted is if they're trying to shove all this into a website and you're like going, huh, I don't know. You just tell me what you want. Like, that's not a useful conversation. You know, tell me what you want to build and I'll build it, doesn't actually move. It's such a passive aggressive way to approach your client, right? So the first one on the gray side, we're just going to talk about the gray side, is optimizing the website. So we'll talk a little bit about that. But a website is not just to post content. A website is actually to capture leads and to funnel them into someone on the sales team going, woohoo, I got a live one, let's go. So there's usually... We work with... We come in after this very, very famous website design company. But they refuse to put things like a contact button or H1s or alt tags or all the things we need to actually make the website perform. They have no call us now. They have no request to quote. They have no forms. They build the site. It's all beautiful imagery and it's gorgeous. I give them that. And it doesn't convert a single human being. So they spend six figures on this website and a year in a new brand and people come to the website. They're staying longer and then they just drift off because there was never an ask. Never an ask to stay informed, get connected, get a consultation, download anything. And there's no way to track the value of this very, very, very beautiful website. And then we get to be the bad guys and come in and say, and we need a form here. And we need a button. And remember, this is a firm that has just battled tooth and nail over the last year, over every pixel. And now we're going, yeah, it's not good enough. And I really, really would like not to do that anymore because it disheartens them and it's a long uphill battle for us. So after we do the whole conversion and optimization on the website, we develop content offers. We figure out which channels we're going to promote. And then we build out landing pages and thank you pages. So now for the landing pages and thank you pages, how many of you do RFPs or you kind of bid for jobs? Like, you can make yourself so much more valuable if you bring all of this conversation into your RFP. Who are we integrating with? What does your sales funnel look like? What kind of landing pages do you want? Oh, and by the way, in our quote, we built you three different kinds of landing pages and thank you pages. The marketing people go, we want them. We want them. This is fine. I don't know. This is what we want, right? So Taylor, your whole conversation and follow-up for your projects around what your marketing team is trying to do. Because remember, they just spent hours and hours and thousands of dollars on this left-hand column and then you can come in here on the right-hand column. So the conversion forms, like even the contact form, like even if they don't have a CRM, build them a view. Like, how many of you know where to go to the contact form and find the form results and blah, blah, blah, and then it doesn't look like much? And how many of your clients know how to do that, right? They're just taking their email notifications and stacking them up and having someone transfer them over. Like, make this simple for them. Build them a view of that contact form. Let it be sortable. Let it be exportable into an Excel file so somebody can do something with it. Like that just little nicety is so important. And then on the dashboard, you can put a button that says, see your contact form results and it takes them to that view, right? Like, be reverse engineering your marketing team needs. And then analytics, like if they're in Pardot or any of the other things, those little marketing automation softwares actually have the forms. So you're not going to be building so many forms in Drupal. You're going to be embedding forms. So let them know in the bid. It's like, you know, Drupal form and or embedded form from your marketing automation or CRM tool. It'd be like, oh, like for them, it's going to be like Angels and the choir singing, right? Lead tracking and I haven't seen anyone do this, but I would love this. So whenever I have a button or some sort of action, if I'm not using an automation tool, I can drop in a piece of Google code. Like, wouldn't it be marvelous if you actually like built me a little space that would drop that code into the right place on the page? Like that would be magical. Because then marketing doesn't have to go talk to IT for everything that they need, especially around event software. Like it might be sending them off to the join now page. Like maybe you have to be a member before you can attend the event, or maybe there's a packet that they could download, like the media packet. And you might want to know that, you know, we're driving traffic to this page and 20% of these people are actually downloading the media kit. So there are a lot of media people. So maybe I need a media page. So this is how this whole thing escalates. And then we build the editorial calendars, which is not so much you. Any questions on kind of this whole development stack around lead generation? Oh, somebody has a question. No? So looking at this page, what happens is that there's a whole left side of business development. That's a business analysis. That's what we do. And then we build out everything. And it's actually for this thing. The reason there's a little booklet in there. Often the best lead generation campaigns are going to be around a piece of juicy content, right? So it might be 20 best things to get out of your event or five ways to ha-ma-ha-ma-ha, right? If it were higher education and you were trying to recruit us through it, it might be a checklist to prepare for college or something like that. Any questions? So we talked a little bit about the components of the lead generation campaign. So A, you're building the site. Fantastic. You guys all know how to do that. But then you're going to add in all of these different kinds of things in addition to just a basic site. And then you're going to make sure that before you launch, you help them test their Google Analytics. Like sometimes people are going to be savvy and know, but you can really help them do that. You can do know what social and ad channels are going to use and help them define tracking or maybe you want to help them boost their social sharing and say, you know, you can do social sharing widget type A or B and give them some juice around that. Maybe you can help them pull in their Twitter feed, whatever it is, but know that they're trying to get what they're trying to do is to get people from the social channel onto the website, right? Like it's great to have a Facebook page or a Twitter channel, but at the end of the day to actually convert someone you usually have to get them to your site. So in the very, very early days of Twitter, way in the early days, I decided to open a Twitter account. I opened it up and the very first person that pinged me was a retired lesbian priest. So that was like how cool and hip I was. But about my third conversation, I actually landed like a $60,000 website, which back in the day was like a big website for a non-profit. So it actually worked. It has never done that since, but it was kind of a nice way to start Twitter. So, and on top of that, you're going to try to drive all this traffic and parse it through the machinery of the CRM, the information tool, and Google Analytics. And I feel someone's pain over here where the three things never say the same thing and they all give different slices of the data. So, any questions? Yes, this one? Okay. So let's talk about tracking and conversion. So part of it really depends upon the goal of your campaign. So let's say the goal, you had a client and their goal was actually likes. All they wanted was Facebook lights. It was the best campaign ever. Because it's really easy to get likes. You pay for them. It's really great. However, the trick is to pay as little for them as possible. And when they were doing it, they were paying like 36 cents a like. And then when we were doing it, we got it down to like 8.5 cents. And sometimes, depending on what we were promoting, but for them, they wanted to gen up a big social campaign. So campaigns started in kind of three flavors. There's kind of the brand awareness, and that's the stage they were in. They were launching a new product. And what they really wanted to do was to get brand awareness, hence the likes campaign. And then the next step is thought leadership. Because it was for gel pens, there's not as much thought in there. However, we started running contests for great designs. There was a lot of interest in Instagram campaign. And then there would later be the conversions where we actually get a site up and you can buy the product. So, and that's the client acquisition slide. So it depends on what you're tracking. In this instance, we were tracking likes. And so that became the metric. They didn't have a website. So therefore, there was nothing to track. However, in an ideal world, they would have actually had a website and we could track not only the likes of Facebook, but then like creating some sort of magnet back to their website so that we could show that because it's easy and cheap to like something on Facebook, isn't it? It's not a real valid measure until you can pull them back into the website and have them engage a little more intently. Like it might be to sign up for a newsletter or updates or things like that. For the event people, it was actually what we were trying to prove that they spent, you know, $30,000 advertising the event tickets were like $5,000. Like it wasn't a cheap event. It was really hard. It was easy for us to prove that we got people to the site. But because of the complexities with IT, we couldn't prove the submit button because we couldn't get that code on there. And so we had a very hard time proving final ROI. And, you know, it's better for us. Like, we drove the traffic that we said we would. However, for them it'd be much better if they could say, you know, this was our campaign budget. You know, the worksheet. Like they wanted to finish filling out the worksheet. And so that was just the hard part is that it was hard to prove that last bit. So you actually go in you have to set up your goals. And I do talk about that a little bit later. In that, did that answer your question? You didn't sound satisfied though. Uh-huh. What is your use case again? A support site. Oh, so you could some metrics. You can see how many pages people read. You could do the little was this useful or not thing. You could see how many tickets people filed. Like, you can see you can actually track their path. So they looked at one page, two page, three page filled out a support ticket. They tried really hard to find the content and didn't find it. You could see how many people never read anything and just do a support ticket. Meaning that you didn't give them enough opportunities to find it themselves. So then you could work on some interface around that. And you could actually see the times that people are putting in their support tickets. To see if you should be staffing your teams differently. And you could also see what would be another good thing. I think if like what they're the topic around that because that would tell you this area is a miss. And it sounds like you might be doing all those things. Yeah. Yeah. If you want to I have a little thing right after this but if you want to stick around or make it some time we can talk more specifically and I could look at your site. Yep. Anything else? Anybody else? Yes. Yeah. The button that I was talking about is there is Google analytics tracking code or that you have to embed on a page to get all your parameters. Let's say that there's mysite.com. Thank you. So let's say that I wanted to record that thank you page in analytics. Sometimes you have to drop in a piece of code analytics code and rather than having to go to the page template like it would be really nifty if it was actually just right there and I could just drop it in. Yeah. Yeah. I'm not quite sure what that question is. Okay. Another question. It can be really time consuming. Yeah. Yeah. Or something else, yeah. Well, I think it depends on one opportunity that I see here is a support contract, right? So especially if they don't have a big IT team and most IT teams are fairly busy and so they usually have their own things to do. However, it's a wonderful post launch support service, right? We'll update your site.   So because it can't be your responsibility without it being paid for, right? And so and then, you know, depending on how big your team is, you may just hire someone who's not really a Drupal developer but just actually understands analytics, you know, and that can be a fairly inexpensive person that's driving a lot of revenue to your bottom line. Yes. Well, that's exactly what we're getting to recommend between our two teams that are fighting is because it actually takes somebody who is excited by all that and doesn't feel like it's a burden. And so like for you, it might be like an interesting business decision because look at this room like, okay, it's not the most crowded room but considering it's a Drupal conference, like this is a full room. So it could be a really good service to add on. Yeah, but I wouldn't do it unpaid and I wouldn't take on the responsibility just willy-nilly, yeah, because it is, you know, if you mess up their analytics, it's kind of really bad day. So, yeah, but it's not hard to get analytics certified and it's not that hard to find someone who had some marketing slash analytics slash like front encoding experience. Well, I in general try not to charge clients for learning however, once you're and it's a much shorter curve than Drupal, right? Like, so but then you build out just like you would for a senior engineer like this is highly priced stuff, right? So, yeah, good question. So, landing pages, so this is not the landing pages, it's the homepage and this homepage suffers from like too much stuff. So in your there was some design in UX people here so I love Aquia and, you know, they mostly get it right so my little opinion isn't going to hurt their feelings. So, they mostly get it right but when I come to this page, I'm a little you can actually make so many offers to people that they don't make a choice, right? Like, I'm more likely to click away from this page than I am to take action. This one's a little bit better. It has one less thing and they, it's a little bit less, less colors, right? This is okay. This is HubSpots. But I don't like get started. I don't like submit. So another thing as a developer, what you can do is allow a field so the marketing person can change that button so that it doesn't say submit or download or whatever, because they actually need to put an action thing in there and it's going to vary based upon the context of that page. So if you can just make it so that they can just change that button, that would be like, automagical for them. So this one actually, aside from the little cyan and white problem, on the website it actually looks much brighter and clearer. This is really simple. So this is request a quote which is a little common and you hear it, but it has a very specific use case here. It says I'm a buyer that's ready to buy and I want a quote and that's why that says request a quote rather than free consultation which is I'm kind of thinking about doing a website and I'm still in my shopping phase. So they're saying don't call us if you're shopping, call us when you're ready to do the deal. So let's just talk a little bit about it. So a request a quote should be above the main navigation and or above the fold. There is a path that makes sense that there is going to be a web form either Drupal or embedded and there is going to be tracking on the request a quote button whoops yep so when I click that request a quote that is going to be trackable so someone is going to be needing to drop in some code around that and also when you get to the request a form page and you submit that form that submit button also needs a tracking code. That's going to get saved to a CRM and or to Drupal where you're going to build a view and you're going to let that be classified as a new lead. So even if you're building a Drupal view pass that parameter through so they know oh these are new leads and then let them change their leads. So that's the workflow on just that one bit and so here are some others and so when you are bidding on a website like go ahead and bake all this in like rock their world say marketing actions and put all these in and say I'm giving you all this stuff for free and this call now that's one of those mobile push to talk things not just a number. Any questions? Yes. The question about the landing page Yes. It's unlike us. Yeah so it's a very interesting thing can you hold that thought and raise your hand again because we do talk about landing pages lightly a few slides down so anything else on the calls to action Yes. You would think but no because someone could actually fill out or click the request a quote and get to the form and stop and we want to track that and so and actually we don't always do it on the submit button sometimes we do it on the thank you page same difference but what we want to know is the effectiveness of that form because you might be losing 20 or 30 or 40% of the people so good question Yes. Well we know that number because we track them getting to the page and then we track the number of submits and then we know that delta Someone very geeky might know how to do that but I don't I'm not concerned what I used to do in my past life working in a marketing agency the first part of the form contains contact information and email address so if you've got like a multi-step wizard the first part of it includes their name and contact information which means if they abandon it you can actually set up an email campaign to send to them like two to five days later whatever you feel like your good number is and then that will say hey we have your form on file would you like to finish it and that gives them a second chance but they have to at least get to a save right? If they fill out the first part of the wizard they can enter their information technically you could use JavaScript that as soon as there's an on change on the form it starts saving that information if you send them an email and they haven't hit submit with the email address that's sketchy and I do not recommend but if they do hit next then it's fair game in my opinion The other thing I had about calls to action one of the things with calls to action is that they don't always have to be a large ask your goal with moving them down the funnel is to help them with small steps whenever a big step isn't appropriate like for instance request consultation like the gentleman in the back said that's a big ask so maybe the appropriate one is get more information and you just continue leading them down the pipe you don't need to get them to the sale you get them to the next step that leads to the sale that's the lead nurturing part thank you that's great the shorter the field the better so you lose about 10% for every ask so if you have 10 fields on your little form you're going to have very few people actually using it I think it depends so much on the UI and it also depends on how much they really want that information the thing is that the more things that you ask for the less likely they are to fill it out regardless of which way and then sometimes with the multi-step forms if you can let them you have to give them very clear feedback that there's four more pages but just three more questions or whatever because if they get to the so you ask them for their email and you go to page two of the multi-step and now there's eight pages you're going to get a really high abandon rate depending on the brevity regardless of which way it is but it's also good to test the thing with the multi-step form a lot of it will depend on how well it works on mobile because depending on your clientele maybe up to 80% might be doing this on mobile exactly and then if you use something like Pardot or Marketo what happens if they've been on the site before because when you start at the top of the funnel you just ask for email you just start out very light and then as the content gets more expensive and valuable you ask for more and more information because you're closer to than being a qualified lead and then if you're using a service what happens is that I don't have to fill in everything each time I come they know who I am do this at HubSpot the next time you come they're only asking you for one more piece of information because they've collected the other ten and so yeah, so it's really magical so yes any other questions? great staff by the way, thank you okay, so personas who knows what I'm talking about personas okay, I'll go fast then so it's basically who's your buyer, how do they think how do they decide to buy and where are they and then, but it's basically at the end of the day a fictionalized version of the ideal target right, and what you're going to do though with a persona is you're going to reverse engineer their dashboard so how does this work for you as a business owner very obvious, right, like you want to do lots of stuff with teachers and non-profits or you want to do a lot with creative people whatever that is, so however why do you care if you're doing development for clients and it's really simple if you can get clear what audience they have, you help your client keep their focus so for instance I usually zero in on the target right away and start asking okay and then they're like oh and I want this persona and that persona and it's like okay your budget allows for you to have one or maybe it's a really big budget and they can have all five but usually there's a primary persona and what you do is actually understand what they're trying to get their primary persona to do, you build their dashboard, reverse engineer it and then you know all the marketing bits that you have to have for that persona so each persona has a journey and it can be very different whether you're targeting somebody who's 65 and just has a bunch of money to invest or a millennial trying out their first social impact giving philanthropy, right so they're going to learn, think, and decide in very different ways and that's why the persona is important in the development cycle because if you're tailoring this website to someone between 55 and 75 who's having a major financial liquidation event and is looking at $100 million in tax relief, they're looking for very different content and actions and approach and if you're looking for millennials who you want to donate $250 to your social impact funds so it's a very different way of tailoring the visuals, the content the actions and workflow on a site to help them convert and even if it doesn't turn out to be that much different from persona to persona just the fact that you as a developer can ask them what's your persona going to do on the site how do you need to interact with them big brownie points so who has some interesting personas here offer the event, who's the persona for the event someone had an event website where they do events, no yes, oh fantastic very interesting so that could be like a lot of like white papers and sharing research, there could be some like that could actually be a place where there could be a good Facebook page and there might be some conversation academia there could also be a lot around topical events that you could blog about featuring key researchers, grants awards, things like that okay, who else has an interesting persona nobody has an interesting persona okay alright moving on so this is the sales funnel you guys have all heard of sales funnels right, it's basically how you take someone from the world of I'm just an anonymous visitor to a sale, so it's from our school of fish to fish on our plate and then what pushes people through the funnel is basically marketing automation which is what you were talking about it's called lead nurturing so you drip them valuable pieces of information all along their journey so you basically handle and bread crumb them into a sale so persona based keywords so the keywords for your researcher and my philanthropist are going to be very different so my site needs to rank very differently how many of you spend a lot of time talking to your clients about SEO yeah if you don't it's a missed opportunity even if you don't do it, you know offer to talk to their SEO agency etc what are keywords called in Drupal? not quite taxonomy how many of you have had clients that have asked you for free form taxonomy field like anybody can type in whatever please disabuse them of that terrible terrible practice don't even offer it to them it creates a big monster of useless words that search already indexes so all you're going to do is get a copy of all of the words on the site that are already on the site that are in the form of doing anything but they don't understand how taxonomy works so you are going to do a couple of things one, help them understand taxonomy find out what their keywords are create a useful taxonomy structure with their keywords and then show them how all the content on their site can get tagged including images with taxonomy when their site gets launched they will rank like a beast that they are doing so it's a wonderful way to help them so here are some examples just in the URL structure so how many of you have done this egregious thing of just calling a blog a blog yeah you don't have to do that it's really easy to just make all the blogs say legal blog and then how many of you no one here I know no one here ever uses and leaves the raw node 6 node 8 thing never, never, never do that and then so mysite.com services on your own site when it could say Drupal services and it could say Drupal hosting services and it could say Drupal design and things like that so use your URL structures and you know this is what you do how many of you feel like you have really robust URLs on your own site just a handful so lots of good work to be done there so this is the kind of content that people like to see and so there's a wide variety of content to be made and then Facebook as you know in the fifth column there on videos they're betting that videos are going to be huge can tell me why videos are huge right because that's the easiest medium on your phone to get quick information so you create content for each part of the buyer's journey to attract them to your site with good SEO and then good conversion and tracking so you see how this is all starting to build any questions yes the other hand I don't think like for some of us at my class they're not looking for GCOCRM or a website solution yeah so this is a really big conversation inside of the community right now and I led the business summit on Monday and we had Matt from Pantheon come and talk about WordPress versus Drupal so how many of you are Drupal only like purists bigger hands up yeah purists only and how many of you do WordPress and Sitecore and Drupal and something else okay so it seems like about half and half maybe a little bit more only Drupal the thing is that it's not the so let's use chapter 3 and you might be as famous as chapter 3 so depending on where you are on the spectrum people come to chapter 3 for Drupal people go to phase 2 for Drupal however I found that most people come to me because they referred to me because I built a good website and they're still not clear on what it was so I think it depends on what your business model is and the frustrating thing about marketing the word is going to be and so you do need to do Drupal and WordPress and Angular because headless Drupal is right here and you are going to need to be able to talk Drupal and give it up because it's not that interesting but if you look at that IT versus marketing conversation the IT people care what platform it's on, the marketing people they just need to get four microsites launched next month they don't care if it's made out of pennies and pansies like just get it out there right so I think it depends on whom you're talking to and the ability to change hats yes can someone tell me how much time I have for three minutes okay I'm almost done so let me finish this slide deck and then let's answer that at the end okay lead strategy so everyone knows how to do SEO we'll do that and then once you get all your content and you know who your personas are then you're going to promote through the social channels where your personas are so sometimes that means LinkedIn and sometimes that means Facebook and sometimes that means Pinterest or all of them so this was interesting on Pound Drupal I only recognize Steve Perkis and I don't even know if I know him but I don't know anybody else this was for the AdWords keyword term Drupal experts I know Shri John but I don't know anybody else this is I know Upwork and I don't know the other people so there's a lot of competition showing up you're a shop developer and you're a development firm and you're not talking about how to get your name and brand out there it's only getting more competitive and this is why some shops have closed is because they've always gone by word of mouth and they have not put this digital engine in place for themselves and so it's getting harder and harder to find you like there was a time if you just googled Drupal shops you got media current to four kitchens like you could name chapter three you could name who is going to be on the first page of that result you can't do that anymore so you've got to find your niche out there in the world and don't throw money at an AdWords campaign just because I showed you that so you're going to entice people to call you you're going to make it easy you're going to create great landing pages great landing pages this one isn't actually a good landing page it's a navigation up here it's very focused and someone was asking about that I'll show you then you're going to nurture which is funneling people down the pipeline you're going to analyze it so this company they did like a million dollars a year in sales and they said we know our audience we know our things so no they didn't know their audience they thought all their audience were males between 18 and 25 and more than half their audience was over 45 and then they said you know how effective our email campaigns are and then we went in and fixed their analytics and look at these abysmal numbers like 80% of the cards are abandoned and that's with less than 1% engagement to begin with so they were sending out two emails a month to I don't know like 250,000 people whatever and it was all a waste of money because their cart wasn't converting properly that goes back to the CRO so we were able to help them and we got sold and we lost our client so yay me so AB testing very important and then always remembering that half the website is for humans and the other half is for Google and you have to do both you have to do both and then you just rinse, repeat, report and keep on going and that's that's a lead generation campaign okay now there were questions so I think we're done so if you'd like to leave please leave there are some handouts here if you're too lazy to print that worksheet on your own and some business cards did you guys get value out of today yeah? great thanks if you have questions come on up and we'll get them answered real quick thank you, thank you very much


All right, here we go everybody 2022 Bowman's best baseball eight box full case number 17 random teams find the results any time Elite sports cards commas do it Closer to the end here. We have a pulling away big time. Yeah Still a ways to go though. Nice. Good luck, Carl Still 70 on that first Don Raus. We got 22 to go on the NFL mixer tonight 2017 prism 2020 NT a lot of 2022 product and a good bit of 2021 as well 2021 I back first off the line of now So chance at my home is rookies chance at Trevor Lawrence Joe Burrow Justin Herbert Guardians have Stephen quench on Kenzie Noel George Valera Gabriel Arias Well, they have they definitely have a lot of autos in this missing some there's someone I'm missing Arias Valera Juan oh Chased a lot her. Yeah, they're pretty darn good actually Check this is a good form Tomorrow Johnson prospective world team refractor Cabrion Hayes base auto brewers Felix Valerio Purple refractor Elijah Green Nationals 178 of 250 It's Elijah refractor Dustin Harris The better than my first job the landscaping with my uncle when I was like a teenager Gavin Cross refractor George Valera base auto rays Mason hour UFO by as refractor Soto Anthony Rizzo global impact refractor rookie Elliott Ramos for the Giants Jackson holiday perspective realty refractor Aaron judge refractor Auto Nationals Christian vocaro nice Good stuff for the Nats Green mini diamond Raphael Devers 96 and 99 red socks refractor jazz Cheslem. I'm not quite sure Vaughn I don't know if there is a reason mini diamond Oscar Coloss white socks number 263 of 299 Luciano earth refractor Ricky Stephen Kwan guardians Gumry Ricky refractor Ladolo for the Reds base auto Mets Kevin Parada UFO Jose Ramos refractor Ricky Alec Thomas Dbecks Atomic rookie Bryson stop for the Phillies and a refractor Wilson Katerus perspective royalty Ellie De La Cruz refractor Tamar Johnson Vaughn would you prefer random teams on Don Russ? Aqualava a's auto junior Perez the 75 Nice one a's aqua lava Shohei Otani to 199 angels and refractor Henry Davis factor semi-munoz Atomic fire Mackenzie Gore Nationals our Selma wire perspective royalty and base refractor We have a tough day. He's at 700 now Rocky's auto Adele Amador base The photo trout refractor Ricky Shane boss Tampa Bay Mini diamond Jordan Alvarez to 299 Astros global impact Marcella Meyer refractor Ricky CJ Abrams Coloss Bowman masterpieces white socks refractor Ricky McGill Mets Bowman master. Oh, no, but I'm sorry base audio. Don Adela Santos pirates Lava air Francisco Alvarez Mets 32 out of 50 and refractor Matt Olson a's Royce Lewis earth refractor rookie Gavin sheets white socks Hunter green rookie refractor Reds Gold lava to 75 rays auto Taj Bradley 74 of 75 you go raise Hernandez UFO refractor Freddie Freeman Atomic Brooks Lee twins and a base refractor Bryce Harper. I like the lavas I think they were introduced in Bowman's best one year like 2020 It's when the first lava parallel for tops was tops bowman Ben why sold us out on the basketball mixture and grabbed a spot in the football mixture to good luck, buddy And thank you 21 to go in the football mixture everybody. So it's just Don Russ PYT for basketball and just the 30 box mixer for football tonight. It still feels so early in the day Very nice like a week I Know someone rise to late. That's great. I like when the Sun comes up later.   So does it get dark at 3 in the afternoon Colton cows are prospective royalty refractor rookie Jaren Duran Based on affiliates y'all swar Garcia Green mini diamond Freddie Freeman Dodgers to 99 Interfractor Chris Bryant fire Hunter green rookie refractor Torkelson Tigers and again personals resume tomorrow night Atomic gladi junior global impact for the Blue Jays perspective royalty JC young and refractor rookie MJ Melendez for the Royals found three holes. I Don't think there's any way. I mean Sheffler could lose theoretically, but it's out of reach pretty much Royals based on a Daniel Vazquez UFO Jeremy Pena But it's done. Yeah, so It's just David's down to 7 number 17. Yeah atomic Jackson holiday nice one Orioles refractor Tatis He's just got to like Play to save his like execute right there. And that's it Jackson holiday bum and masterpieces Jackson choreo perspective royalty refractor Yoss ever Sadie's get the yips. That's the next hole Orioles base out of Darrell or nays Purple refractor now show hey ohtani angels 157 of 250 167 excuse me J. C. Young refractor many diamond reds Joey Votto to 299 earth Alec Thomas refractor Oscar Colos Lucenna Lacuna refractor Boba Shet refractor auto Royals Daniel Vasquez UFO Lala refractor rookie George Kirby J rod base Torkelson global impacts and refractor ohtani Pretty far out of the top five. It's tough. It's a big difference of money right there. Yeah. All right. Here we go guys Come on rocker refractor say a Suzuki rookie for the Cubs Nuggets gone in both Don Russ breaks now on the six on both of those And then we're at 21 on the football mixer Please until we get closer to the gold auto Kevin Parada great Mets hit here three of 50 rats Mets Blue refractor Pujols for the Cardinals to 150 51 of 150 and refractor Javi Baez Bob's refractor Perez Salvador Perez Perspective royalty Elijah green refractor rookie Jose Miranda base auto for the Astros Tyler Whitaker again UFO L. E. La Cruz refractor rookie Josh Lowe Atomic Corey seager Rangers and a refractor of Elijah green also Montgomery refractor Christian focaro Just so quiet We've got a Sunday afternoon nap They saw the White Sox nor hey Vera Aqualaba rookie Brian De La Cruz Marlins numbered one of 199 and a refractor of Joshua Bayez Air Jordan Walker refractor L. E. De La Cruz refractor Kumar rocker base auto angels Denzer Guzman Lara UFO Montgomery refractor Pujols and P. Alonzo global impact refractor rookie Brandon Marsh Phillies Football mixer down to 20 noise down to 20 on the football mixer And then just teams on sale for Donner's football grab your spots with tomorrow as well, everybody Monday morning with Matt starts at 10 a.m. Eastern early He's into your indies into your work week with Monday mornings with Matt though very chill Talk to him about the spring training game. He's at today Thank you, I think it's I don't know where that word is, but it was Cardinals and somebody else No idea where that would be one con with the rest of your life with the word you choose Montgomery refractor Janie Martinez Can it be like a Refractor out of Reggie Crawford for the Giants Aqualaba JC young tigers to what 99 and refractor Christian Hernandez Could it be like a like a sauce that's made of like a few ingredients? Abrams refractor rookie wander Franka rays like a ketchup mayo combination type thing Those have to be separate like well, how do we how far do we get in this like barbecue? I've made a few different things too, so Blair refractor rookie Brian Taylor Cruz Marlins Okay, honey mustard is pretty freaking awesome base auto A's you really be on helis UFO triantos refractor Akunya This is a tough one von. This is a tough question. Do you have an answer von or you're just causing chaos now atomic Mookie bets Dodgers refractor Luis Robert. Yeah, Lane doesn't enjoy things as much as others a soda bum and masterpieces Gavin Cross chicker factor O'Neill Cruz no condiments Guys eating dry sandwiches a refractor auto junior Perez A's he's doing pretty well here green Jackson holiday 37 of 99 Awesome holiday congrats Orioles Fractor Ricardo Cabrera Lane always comes in causing chaos though. That's for sure Air Francisco Alvarez refractor Jackson choreo atomic J. Sung perspective royalty Tigers Jackson holiday perspective royalty Nicole some Montgomery refractor I'll say Yeah, this is pretty tough probably like honey mustard or something Because that can be used theoretically is like a salad dressing you put on sandwiches Fractor Otto Luis Gonzalez Orioles Junior Perez refractor Nolana Renato Many diamond lube off whites. I'm trying to think of like versatility. I mean It's two ninety-nine lube off Pretty free from global impact or fractor we bought it. That's a good answer to bond. That's pretty versatile Cain sauce or something something along those lines will say a ketchup mayo Bunch of spices and stuff. I'm really different with like a lot of like honey mustard and cane sauce is like Like I said, honey mustard. She's like ketchup and something else you're using you're putting something sweet with mayo Everything starts with Mayo though. Hey, Marcella Meyer perspective royalty refractor Mookie bets Yeah, that's that's pretty that's pretty answer though one refractor out of one have been show for the Cardinals Lava Elijah Green perspective royalty to a 50. There we go nationals Very nice insert refractor rookie Joe Ryan twins Many diamond guardians Jose Ramirez number to two ninety-nine Water O'Neill Cruz refractor Ryan Wreckley Brooks Lee refractor is equal to bar. I feel probably say like a ranch, right? UFO auto coleslaw Montgomery White Sox the 250 Sean probably say ranch UFO Brady house refractor Roger Karius ranch is pretty versatile, too. Yeah. Yeah Some ranch is really not good Refractor Jordan Lother debacks kind of blue cheese though. Like I like blue cheese But if it doesn't have like chunks of blue cheese, and what's the point? You seem like a yogurt dip at that point Oscar Coloss on the perspective royalty refractor Mackenzie Gore nationals We need more people in chat to talk about this. That's for sure It's not getting the reaction it deserves Vaughn refractor Otto young kill Fernandez Rockies Purple Elijah Green 43 to 250 nationals Fracture Francisco Lindor chunks of old. Yeah, it's delicious face It's okay to not like cheese though refractor Bobby White jr. Royals Yeah, relish can can go I've never I've never enjoyed relish on anything in my entire life Refractor J. Ram Guardians. I Don't like sweet relish that much unless it's like a really good one, but like The regular store bought stuff.  I like just any old baseball game for I can't do that Refractor Otto warming Bernabell Rockies. I'm fine with that. But like, I don't know the relish Tamar Johnson UFO Cabrera refractor Simon one Yeah, yeah, I don't know They're obviously different types of relish relishes, but like yeah atomic Miguel Cabrera tigers and refractor rookie Vidal Ruhon race Rosh potatoes out. Yeah, I prefer it. I Don't like this I don't like a ton of sweetness and a lot of things like that though. I prefer like savory So I don't like like if there's like dill pickle. That's I like that. I Don't know man. I don't have to explain Oh Now there's more relish just sweet. They're at least most relishes But yeah, the base of relish stop pickle Sweet relish. I don't like for sure Some other relishes are good, but again, my relish is a very broad term like yeah, it can mean quite a few things I could put pickles in a lot of things and enjoy it quite a bit That salt and vinegar cake I just like on a lot of different things to be honest like salt and vinegar chips are my favorite type of chips Like oil and vinegar on a sub is really darn good I like the sub sauce that like the boys had subsauce like all the oregano and stuff mixed together That's on point Fractor Ryan Mountcastle green refractor Otto Cole young Mariners 18 of 99 Purple cow Raleigh rookie Mariners big dumper 28 of 250 And Anthony Gutierrez. What number is Cal Raleigh?  Where's he 29 29 isn't it? Yeah, okay. I thought that was Jersey number I knew it was 20 something almost Jersey number on the big number got water J rod refractor a cute Brian Acunia Got three different Acunias in this product Couser refractor Manny Machado Got a base Otto Harry Ford Mariners But yeah, like a really good honey mustard is probably what I would go with for everything Rookie refractor one. Yep has for the Cardinals got to have a little kick to it Not just like not like a Ken's honey mustard refractor Corey seager a little bit of cayenne in there Maybe not spicy mustard, but yeah, some of those are pretty good Like the really good like you would find like a German restaurant where it's like a honey Or it's like a sweet and spicy mustard. That's good Bowman Masterpieces to Mark Johnson. What's that? It happens. I love spicy boy. He said that Fractor Jackson holiday. Yes, rocks is good It's less versatile though. Like I don't want I don't always wants like spice. You know what I mean? So I'm go something that's not Fractor Joshua Garcia Phillies Green Mini Diamond Jackson Shoriota 99 Brewers. I love Sriracha though I was thinking like if we're gonna if we're doing one condiment forever That was a premise you miss it in YouTube chat But one condiment for there you can only use one kind of the rest of your life. So that was that was the premise Like your choice Fractor Brooks Lee. I Respect the Sriracha for sure or like a really good sauce the picante Ricky refractor Bryson stop Phillies barbecue sauces. Yeah, it's pretty solid one No Cubs auto so far I don't believe Atomic one soda global impact Helly dollar cruise perspective royalty refractor Mike trout. Yeah hers salt and vinegar. Yes Oh, yeah, you try these assault vinegars tips.  So boy Refractor auto austral colos white socks. Nice UFO Bobby wit refractor devours What's red gold ketchup? Is that a brand marker? Is that a type of ketchup? Atomic Raphael devours red socks and refractor Miguel Cabrera Oh the barbecue place he used to work at the chef one time did like a smoked meatloaf and he made a how he Made by from scratch like a chipotle ketchup to go with this like smoked meatloaf.  It didn't sell like a whole whole lot of it. We took a bunch, dude I ate so much of that stuff. It was amazing together Smoked meatloaf From scratch to poley ketchup. Good. God What type is Heinz 57? I'm 27s. All right. I just like ketchup a lot. I don't like it quite as much anymore I like it. I definitely like it so much Don't put it on everything like it used to I'm 57 pretty underrated though kind of like a More ketchup here a one sauce a one is a good one too though. Not for like steak just like anything. Yeah, I like a one quite a bit Field level snake skin or gold. Oh, that's a tough. That's a tough one lane. I'm masterpieces. Oh, Tony Lera refractory allure. Spontera Rockies. I Think snakeskin Lane. I think that's what I prefer snakeskin field level to two Not even just the numbering just like the look of it Because there's gold in everything in its low number, but there's not snakeskin and everything. So I think I'll go with that. I Know that's probably not higher value. I don't know. Maybe maybe not higher value a J. C. Young based on over the Tigers There you go Aqualaba mookie bets Dodgers to 199 and a refractor Christian Yelich a one's pretty fire It's funny. I put it on steak once and I was a kid and I was like, that's good. I'm like a burger Fractor poshé can peanut butter be considered a condiment Atomic George Valera UFO for the Guardians Nice one there. Come on rocker refractor Ricky Jackson winsky pirates blue refractor auto Mikey Romero to 150 Red Sox Nice Mikey five out of 150 Harper UFO refractor Ricky Cal Raleigh Mariners the Shepha right here.  Yeah, I got Sean with me It's the f and s express. Let's go Redemption coming up. Are we got Volpe water refractor J rod you go Mariners. It's all gold Gold lava sort of 75 gold lava Ellie Dela Cruz reds with a big one at the last box Nam cue congrats Good over here Mars Base J rod Shoryo perspective royalty Alonzo refractor. I had trouble reading that illegal. I'm not hip. So Rangers auto Dustin Harris. I'll send a box wrapper to the Rangers spot There's like a scuff on the top left here near my thumb But Carol refractor of Pena and a gold lava to close us out here is a diamond backs rookie Alec Thomas nice one Zona Nine of 75 atomic trout refractor could Jake burger White Sox Let's do a recap bracket reveal no Because it's gonna be the same bracket tomorrow Autos of Yonatan class a JC young Oscar Coloss. Yo, so our Garcia Harry Ford Warming Bernabelle Yanquil Fernandez one been Joe Luis Gonzalez junior Perez your mail on helays Reggie Crawford Denzer Guzman nor have era Tyler Whitaker Daniel Vasquez Daryl Arnais Daniel Vasquez You also are Garcia your Donnie de los Santos Adele amador Kevin Parada Christian Vachero refractor So for the nice one Mason hour Felix Valerio Dustin Harris blue Mikey Romero Green Cole young UFO Coulson Montgomery. That'll be the 250 a gold Kevin Parada gold lava Taj Bradley and junior Perez Then we had an L. E. Taylor Cruz a gold lava redemption for the Reds. That'll be the 75 Congrats Reds and a green refractor of Jackson Holiday Thanks again, everybody. We are on to case 18 now


5th August, Article 370 got scrapped in Kashmir and a curfew was imposed in the valley. This coincided with India having the most productive parliament session in the last 15 years. So the parliament passed 30 bills. This is a record for the number of bills passed in a single session after the constitution of a new Lok Sabha. 40 bills were introduced, 33 in Lok Sabha and 7 in Rajya Sabha. This is being called historic and the most productive session as I mentioned. However, we should look a little closely at 5 major bills. First, UAPA. Tomorrow, I could be taken to jail. Let me bring you up to speed as to how. According to a proposed new amendment to the UAPA, the government can unilaterally declare anyone a terrorist. The onus will then be on the concerned person to prove their innocence. All of this can happen to anyone on the mere suspicion of the government. If the government thinks you are a problem, you can be booked under UAPA without any warrant or proof. Let me tell you a little bit about UAPA. The UAPA was first passed in 1967. This law allowed the government to declare any organization as unlawful. It also defined and criminalized unlawful activities. In 2004, the act was amended to define terrorism as a crime and grant the government power to declare and ban organizations as terrorists. The same amendment gave police greater power of interrogation by allowing them to detain persons without bail and in addition, the set person must first convince the court that they are innocent. The new bill has added two significant elements to the law. It allows National Investigation Agency, much greater leeway to take control of the cases that would otherwise fall under the domain of the police of individual states. Essentially, this gives the center more power. The center will now be able to declare individuals as terrorists and not just organizations. This also allows them to seize the individual's property. Home Minister Amit Shah told the parliament that those who attempt to plant terrorist literature and terrorist theory in the minds of the young through propaganda and frenzy will also be designated under the new law. However, terrorist literature or theory is not defined anywhere. Now let's look at the next bill. Right to Information and what has happened here. In the form of the Right to Information Amendment Bill 2019, the government has amended sections 13, 16 and 27 of the RTI Act, which carefully links and thereby equates the status of the central information commissioners with the election commissioners and the state information commissioners with the chief secretary in the states so that they can function in an independent and effective manner. The deliberate dismantling of this architecture empowers the central government to unilaterally decide tenure, salary, allowances and other terms of services of information commissioners both at the center and at the states. But why is there unseemly haste and determination to amend the law? The RTI is a constant challenge to the misuse of power. In a country where the rule of law hangs by a slender thread and corruption and the arbitrary use of power is a daily norm, the RTI has resulted in a fundamental shift empowering a citizen's access to power and decision-making. More than 80 RTI users have been murdered because their courage and determination for using the RTI was a challenge to the corridors of power. The RTI has been used persistently to ask questions to the government from the village Russian shop, the Reserve Bank of India, the finance ministry, on demonetization, non-performing assets, the Rafale fighter aircraft deal, electoral bonds, unemployment figures and much more. The information related to decision-making at the highest level has in most cases eventually been accessed because of the independence and high status of the information commission. Is this what the government is trying to amend? The RTI movement has struggled to access information and through it a share of governance and democratic power. An independent information commission, which is the highest authority on information along with the powers to penalize corrupt officials has been a cornerstone of India's celebrated RTI legislation. The commission, which is vested by law with status, independence and authority, will now function like a department of the central government and be subject to the same hierarchy and demand for, shall we say, bending the knee. The decision of the government to grab hold of the powers to set the terms and conditions of service and salaries of an independent body must be understood as an obvious attempt to weaken the independence and authority granted by the law. Third, the National Investigation Agency. The NIA was set up in 2009 in the wake of the Mumbai terror attack that claimed 166 lives. The NIA bill, which now awaits presidential approval after being passed unopposed in the Rajasabha was amended to include three key provisions. The amendment adds wit to the schedule of crimes that the agency can investigate, including human trafficking, counterfeit currency, manufacture or seal of prohibited arms, cyber terrorism and offences under the Explosive Substances Act. Secondly, it extends the NIA's jurisdiction outside India, subject, however, to international treaties and domestic laws of the concerned foreign nation. Third, the bill allows for the constitution of special courts by the centre in order to conduct trials. Among other issues, the NIA has been accused of targeting minorities, especially Muslim youth, in addition to infringing upon the rights of the police in states. While parties including the Congress, DMK, CPIM and AIMIM laid out their arguments against the bill, only six MPs, including AIMIM chief Asaduddin Ovesi, left MPs and an MP belonging to the National Conference, voted against the amendments on July 15 in the Lok Sabha. The opposition brought in three main questions. First, should sessions courts be turned into special courts for NIA investigations? Second, should the government be pushing for widening the ambit of the NIA when there are doubts in people's minds about the objectivity of the organisation? Third, without defining the meaning of terrorist, should these amendments be brought in? Fourth, transgender bill. On December 17, 2018, Lok Sabha passed the Government of India's Transgender Persons Protection of Rights Bill. The transgender community in the country is vehemently protesting against this bill, as it not only disempowers the community, but also criminalises them. Another bill that the community is protesting against is the Trafficking of Persons, Prevention Protection and Rehabilitation Bill, also known as Trafficking Bill. Both the transgender bill and the trafficking bill reflect the moral crusade of the current Bhartya Janta Party. The former goes on to say that those who have not had gone through sex reassignment surgery can only identify as transgender, and not as male or female. And the identification as transgender depends on the scrutiny and certification by a district screening committee. Those seeking to identify as male or female need to have had an SRS. In the case of sex work, the latter denies sex work from being considered work. The trafficking bill adds on to the existing laws that are used against the community. The transgender community across the country is coming together to tell the government how far its policies are from the reality. Fifth, surrogacy. The Surrogacy Regulation Bill, which was passed by the Lok Sabha on August 5th, 2019, once again denies women agency over their own bodies. The bill seeks to outlaw commercial surrogacy and allows only altruistic surrogacy for the needy couples with proven conditions of infertility. To clarify, commercial surrogacy generally refers to any surrogacy arrangement in which the surrogate mother is compensated for her services beyond reimbursement of medical expenses. The alternative to commercial surrogacy is altruistic surrogacy, in which a woman volunteers to carry a pregnancy for intended parents without receiving any monetary compensation in return. Women are once again being asked to use their bodies for the greater good without getting paid for it. Sperm donors will continue to get paid. With the passage of the Surrogacy Regulation Bill, women will be cut off from what could be a guaranteed source of income. Motherhood will be mystified as sacred and women will be punished for being independent. You can read more on the bills passed and its impact on the internet. Let us know in the comments if you want more bills to be explained and do not forget to subscribe to us on YouTube and follow us on Facebook. Thank you for watching.


And now we move on to the next group which is the DAQ. It is a data acquisition system that is highly configurable and user-friendly and allows plugging in of sensor modules and viewing of data in a cache tablet. Its features makes it comparable with the existing DAQs available in the market. The group is mentored by Mr. Shivakaran Kodali, Mr. Sandesh Pati and Mr. Maitri Modrekar and Mr. Raju L.D. So the team is here. Let's start with the presentation. Good afternoon everyone. We are here to present our project, E-Sankalan, a data acquisition system. Before starting with the project, we would like to express our gratitude to Professor D.B. Fateh for giving us this opportunity. Also, a special thanks to our mentors whose guidance was very important during this project. Let me introduce to my team is Payal, Bhargavi, Megha, Shreya, Gaurav, Tanmay and myself is Ankur. The objective of this project was to create a low-cost modular data acquisition system which would be very highly configurable but yet user-friendly. Now, many of you will be wondering what is data acquisition? A sensor is a converter which measures simple physical conditions. A sensor is a converter which converts physical conditions into some electrical form which is then processed and stored in a hardware. This is the basic process of data acquisition and I'll now let Payal explain the hardware that we used in this project. We are using Wigglebone Black as our DAC hardware. It is a small credit card-sized Linux-based computer. It acts as a microcontroller for extracting data from the sensor as well as a server for broadcasting the acquired data. It supports USB, Ethernet, HDMI, apart from these the communication protocols such as ADC, UR, SPI, I2C, GPIO pins, etc. Now, let's take a brief look at the protocols that we are interfacing and supported by Wigglebone. In our project, we termed ADC as a protocol. The analog output from the sensor is given to the onboard ADC. For the process, I2C, Interintegrated Circuit, it is a two-wire interface consisting of serial data line and serial clock line. With every pulse in the clock line, there is a transmission of the data that is synchronous transmission. Another one is a UART, Universal Asynchronous Receiver and Transmitter consisting of RX that is receiver and transmission line for the asynchronous transmission. Now, let's take a look on the workflow. This is the basic workflow of our system. Here, we first plug in the sensors to our hardware, Wigglebone and power the Wigglebone on. Now, as soon as the Wigglebone is powered, a server is initiated on the Wigglebone and now the user can open the Android application. Now, when he opens the application, he needs to connect it to the Wigglebone using either of the communication channels, Wi-Fi or USB mode. For Wi-Fi, it will ask for the IP of the Wigglebone. Now, a series of information will be asked from the user in a very user-friendly manner and the read request will be sent to the Wigglebone server to access the data of the sensor. The server will check the request for its validity and if the request is valid, it will access the data of the sensor and send it back to the Akash tablet using the source same communication channels. Also, there is a feature for data logging in case of disconnection which will be explained later. Now, over to Tanmay. Now, I'd like to highlight the basic features of a system. One of the main features of a system is that it is highly configurable for I2C, UART and ADC ICs. Here, as you can see, there is a simple form in which the user just needs to enter the basic details to extract the data from the sensor. It doesn't need to write those long scripts to extract the data from a sensor. Also, we have given an option to put formulas to convert his raw values into the physical parameters which he actually wants to measure. Also, we have provided a highly interactive UI for selection of the pins. It contains an image of the Wigglebone with zoomable features where the user can easily select the pin on which he wants to attach his sensor. The formula will be explained in detail in the demonstration. Also, we have given an option to enter the rate at which the user wants to get the data. The user might want to get the data at different rates, so he needs to just enter the rate in milliseconds and he will get the data at the desired rate. One of the major challenges that we face during our project is the generalization of the I2C model. For that, we studied several sensors and then we came to finding that basically to extract data from the I2C sensors, we need two types of commands. The one is the configuration commands. Those are the basic commands that are required to set or reset some registers before we can actually get the data from the sensor. And the second is the execution commands. They are the actual commands that are used to read or write data from the registers. Both of these commands can be of three different types, that is the read, write or the delay. Read is basically reading values from the register. Writing a value to a particular register and delay is a simple delay between the execution of the two statements. These are the UI which demonstrate the read, write and delay feature which we will later explain in the demo. Another good feature of our system is that it can handle multiple sensors simultaneously. You can interface many sensors on the BeagleBone at the same time and you will get the data for all the sensors simultaneously. Here as you can see there are different sensors. These all can be interfaced at the same time. The main aim of our project is to get the data from the sensor. So the data which is coming from the sensor, we have displayed the data in highly interactive forms. That is the linear list, the graph as well as the gauze view so that the user can see the data in different forms and can put up his analysis, whatever is required. Now I will hand over to Bhargavi for the rest of the features. Coming to the formula part. Now the value that comes from the sensor need not be the value of the physical quantity which is actually supposed to be measured. It could be a voltage or a current value or a value present in the register. So this value has to be manipulated algebraically using a series of interdependent formulae. Now this is the interactive UI that we have used in order for the user to enter these formulae. As you can see the I2C based sensor BMP uses 11 formulae and we have provided the interface to enter all these formulae so that the user never has to see the raw register values, he can see the direct data, temperature data. It stores sensor configurations. Another very unique feature of our system is the ability to synchronize databases. This is basically aimed at enriching the library of sensor details provided on the tablet. So database tables which are located in other tablets as well as in external libraries can be imported onto the tablet. Now another very important feature is the feature of data logging. Suppose the user wants to take readings for hours and days together but he is not constantly present near the tablet to view the data. Or in case there is a accidental disconnection in the Wi-Fi or USB mode of communication. Crucial data may be lost in this process. So what happens is the sensor data which is extracted from the hardware is directly stored in text files on the board's memory and these text files that can later be accessed for view. Now apart from the ADC, UART and I2C modules, our system also supports sensors based on other protocols. In this case the user will have to supply the Python script to the tablet which is then transferred to the board and it interacts directly with the hardware. And finally our system is quite cost effective. It maintains a balance of speed, accuracy as well as optimal use of the hardware. Over to the demo. Okay now we will be showing a demo of our app. We have connected the gas sensor. As you can see the server has started so the app is prompting you to enter the IP address of the BeagleBone server. Enter that and press OK. You will be taken to a screen to select the protocol on which your sensor works. I will be selecting ADC as the gas sensor works on ADC protocol. You can see the list of all the sensors that work on ADC protocol and that are already stored in our database. You can search for a specific sensor. I will be searching for the gas sensor. Here it is visible so you can either add a new entry or select the already existing configuration. Tap on the gas sensor and you will see the already filled form that contains the sensor code and quantity being measured, the unit and also the pin on which the sensor has been attached. You can edit any of these details and they will be stored. To edit the pin number just tap on the select pin button. You will be shown an image of the BeagleBone black. Just zoom in on the image and select the corresponding pin. Press the Done button. You can review the form and then you can add all the formula that are used for data manipulation. Here we have already added the formula for you. You can clear this list, add new formula, edit the formula, anything you can do with the formula. This is our interface for adding the name and the expression of the formula has to be added. Go back to the form by pressing the Done button. Now you can start the data acquisition process. You can view the data here. Here we have a list of all the active sensors that you have added. We have added the gas sensor. Just tap the Start button to start viewing the data. You will be asked to enter a few minor details like the sampling rate in milliseconds. We are giving 1000 milliseconds and you can also enter the threshold values. Just tap on Start now to start viewing the data. This is the gauge view. We tested the sensor by spraying deodorant all over it and as you can see the values are rising. It is measuring the concentration so when you spray the deodorant the values rise. You can also view the list of the data and the graph of the data. To measure the data of multiple sensors you can just tap the Add button and add a new sensor. Gaurav will explain that part. So now I will be adding another sensor. It is an I2C based 2-in-1 sensor which measures temperature and pressure. Here we will be measuring temperature in degree celsius. After selecting the button and selecting the appropriate entry that is BMP-O85 will be taken to a pre-filled form which has sensor details, basic sensor details and some technical details like the I2C address and the PIN. Well additionally in case of I2C protocol we have to specify a list of configuration and execution commands based on the generalized I2C model. Like on clicking the configuration button you can see a list of configuration commands and you also have the option to add, edit or delete the read, delay or write commands. Here I am adding the delay command. I am specifying the delay in milliseconds. We are clicking on the commit button. We also have the option to edit or delete the existing commands. Here I am deleting the command. Now we can switch to the exact window where we can see the list of execution commands. There is a list of all the read, write, delay commands that will be executed every time. Now in case we can also add the formula that will be applied on the data we will enquire from the sensor. Now press the done button to return to review the form. So as you can see the new sensor is added to the list along with the gas sensor. Now we can tap the new sensor and then start collecting the data by clicking the start button. We can enter the rate as usual like 1000 milliseconds. We can check whether we want to log the data on the server or not. Enter the minimum and maximum thresholds like we have added 25 and 30 degrees Celsius. Then when we click the start now button we can see the data being shown on the gauge view, the data view. The scope of our project. Our project is highly cost effective other than it is mainly targeted to the college students. It is compatible with a wide range of sensors because it is a generalized system. Other than a powerful formula builder is also provided in our system. So user can enter any number of formulas and according to that process the data according to his requirement. Other than we have prepared a proper documentation and the codes are uploaded on the Github link. So developer can go there and go with this project further. These are the main challenges that we have faced throughout the project. Like decreasing the delay speed means increasing the sampling rate. Generalization of the I2C configuration that was a major challenge for us and also provide a very highly interactive user interface for entering the formula. Other than background services in the Android socket program in the Python communication via USB. These were also major challenges for us. What future improvements can be done in our project? Like sampling rate, what we have acquired right now is significant, sufficient. But for high applications it can be enhanced. Sir the library system is such that it's a word we are using. The database is built locally on the Android tablet. Once you have entered, used the sensor using that tablet, you don't need to enter those details again on that tablet again. So yeah I'm explaining that thing. Now suppose IIT Bombay is the partner or the distributor. So database with the library is the library of the configuration itself. Some user distributor can make its own configuration database like we have stored in there. And that database. Yes sir. These are the references.


Yeah, we're gonna put a husband Hello How do I sound my sound okay? What are you doing with this character hot shoe made this character and I'm gonna delete it anyway So I was like maybe I should uh, it's just permanent, but this character doesn't really have a story Wait, where should I go? Yeah, the Cerberus business center. That's where they're the place that's responsible for this place Not being open yet. We should go get back at them That's her name that hot shoe made this character's name, but I want to give you the wrong name Wait lost cock.  I can't believe it. I'm putting you in the in the seat So can you move the car? I can't get in the car. It's too low to the ground the the curb is too high Who's the lady? Who are you? You're getting bored lady Did you see what happened? I saw what happened and I'm so freaked out. I'm so scared Listen, we can do the same thing You can do it right now Okay, I will do it Do you have a weapon? No Guys I'm sorry. I'm sorry. I'm sorry I'm so hungry Ma'am, did you say you saw what happened? I did All right, what happened? There was a there was a group of Uh, I think a few people in a car a blue car And then they shot him and they drove away Did you hear any words? Uh, no Maybe he wants to film him Let's see Yo, what up? It's Tim Littleman. Hello Uh, assassin for hire? I missed a call Yes, okay, perfect. All right, we have Yeah, let's get Tim Littleman to leave Yeah, I don't want to speak to him over the phone because we don't know who's listening Okay Okay, can you come down to the little man country club? Do you know where that is? Okay, what's what's your favorite number, sir? Yeah, I know I call everyone, sir. It's a sign of respect, sir. All right. What's your favorite number? Seven. All right. I sent you a pingus. Did you get it? I have a new favorite number now. You have a new favorite number? Yeah, you just changed on the fly. Yeah Oh, okay, what's that one 384 that is that is very different from your last favorite number Yeah, which is my mind Okay, I sent you a pingus. Did you get that? Okay, come on down. We're we're in a black Bugatti. We have a lot of money. We're rich We're willing to pay anything to have this person killed Okay, well, I'm pretty cheap. So that's okay Okay, hurry up. Get down here. I'm an assassin Oh, you're the assassin. Oh, sorry. It's the door lady Well, well, well, we meet again. I'm an assassin. I'm pretty cheap How cheap can do two for one special for black Friday Okay, what are we talking? Why the fly to have a black 300,000 400,000. What's cheap? I like $500. Oh, I have that Black Friday, huh? That's strange because it feels an awful lot like cyber monday. Mm-hmm It's a Monday. It's true. Well, it's worth a few months out if you want to wait I can do it then but listen. We don't want to wait We don't like to wait right now Okay, watch as I hit the roof of this car with my hand. Yeah And I'll also do it Right now We've got the target for you right now. Are you ready for the description of the target white fedora?  Ah You really didn't even hesitate Wasn't the target Wait, what it was that lady? Check his bones. Make sure all of his bones haven't evaporated He's got he's got bone itis. What do you feel you feel anything? I'm taking a look at the bones. I'm seeing if they crumbled Oh, oh, oh god Can I do very good work? Yeah, I can see that Oh god, listen of the $500 on me.  It's a plastic bag of lego pieces That bag is what his bones feel like.  Oh cool Yeah, you got the 500 Uh, no, he had 200. Oh, I got I got the five.  Yeah, make sure he's okay.  Let's you five hundo. That's hey, would you would you pretty much kill anybody? We ask you to Yeah, I will this is this is a relationship that is gonna blossom and flower into something very beautiful true However, the assassination game is an interesting one Yeah, it's a doggie dog world You hear those gunshots in the distance. Yeah That was a slow moving sniper rifle. You've hurt the bang Excellent fish champ axler fish champ axler fish champ axler fish champ axler fish champ axler fish champ axler cool fish Excellent cool fish now. It's time for you to choose Do you want to move out the way? Or do you want to die? No, she moved out the way. Well you survived. That was awesome That's so cool. I can't believe you dodged the bullet. That was amazing. You really are worth every penny. Yep. Oh, I gotta take this I'm a legal aid. Hey, what's up? Tim will let's go assassinations Uh, yeah, that's usually what they are Cool, what about religious themed ones like the pope of rome? Uh, I don't know where he is, but I wouldn't do that too rome But to be more specific the vatican city, which is not actually a city It's a country Inside of a city The city of rome Yeah Geography, that's right pretty crazy I paid someone to tell me that I think we should call somebody for him He's dead. Who are we gonna call the morgue? Yeah, you want to like finish the job? I think he's still breathing Hey, you're doing good. Keep cutting them up Mince them into little pieces. It'll be easier to get rid of them Oh, we're not cutting anybody. We're just we hired an assassin Yeah Well, I gotta go wrinkly. We gotta deal with this Let's go We take the body with us Yes, great idea I'll bring the body. Nobody's dead I'll bring the body. Hey, uh, come here. I gotta come with us. Okay. Uh, what are we doing?    What was your name again hot? River river river river Yo river Oh, we're accomplices To first degree damn little man. We help we we hired an assassin I gotta go take care of something and then I'm gonna be Really unfortunate that krim went to bed because he was the one who was supposed to die today Yeah, I didn't want to see kim die kim. Oh, yeah, krim little man. He had a clean record Oh here. Let me uh, let me put you down assassin lady. Okay Tim Yeah, put the phone. What if we oh really? I gotta go. What if we rob a bank? Pink is the hostage and then we get the bank money and we get pink To try to make the cop the response. That's so smart wrinkly. I gotta go. We just had a gig a brain plan But what if the cop the responses love you? Hello? I'm an assassin nice to meet you um Why would the cops kill us if it's the hostage assassin that's doing it? Think about it Okay, I like this plan Yeah All right. Hey pink. We got a target for you. We have a target. Okay. We're gonna it's it's it's a multi-step plan Listen to this. Okay. There's a cop. His name is wrinkly wanker. I think He promises nine guns after we were gonna buy guns from the vegos, but then they got arrested did So he owes his nine guns and it's been weeks so long yet. He told us in for interrogation We came in we told him everything he wanted to know he said i'll give you the nine guns and then he didn't Really? So what we're gonna do that's a little man crime right there We're gonna go rub a clothing stall, but we're gonna Like kind of disguise it as a heist You're gonna be the hostage, but really You're the assassin.   Okay 600 is good Yeah, sure 600. That's that's steep, but you know what? We'll do it I can't believe I On the assassin you're asking a lot of questions right now walker We're just trying to rob a clothing store here Because it's the clothing store heist that's what the little men's too. We get so much money out of these things Hey, keep those hands up hostage Please don't kill me close to the door hostage so we can show proof of the life. You're doing so good And we have a hostage we do This is pink The hostage free passage and a lockpick. I'm gonna have to do this quick. She's calling for backup Okay teens we bought it from a guy named espresso and palito. Yeah, we did You bought them from an espresso machine and palito a man named espresso Is he driving a bike with a we're don't point you've done it that don't don't know don't put the no Don't put the gun at the no not not him why not Don't amy. I'm putting it in my gun at that guy that guy could be my next hostage No, that guy's not gonna be in it. There's no one over there.   You know the drill. Yeah, you wouldn't even aim in them at the hostage. I could have lost it too easy All right Are you okay, man Yes Okay, I'm just gonna say she didn't put anything on you today They gave me this Wow Jesus Up against the wall hands in the air man, put you okay up against the Stand still I'm gonna put you in cuffs. Stop.   Oh my god.   She's unresponsive. The tazer was good.   Oh my god, man. Are you with the assassin? Thank god. Thank god. Good to be okay. Good to be okay.  I think she's dead. Do you know where you shot her at? Literally just before I start CPR. I shot it like legs chest and some of the arms Yeah, this is mother Okay, she came and moved an axe twice. Nope. I got it. I got it. All right, sweetheart. You were gonna make it I know it doesn't look good right now.  She's fucked.   I'm gonna have to get her straight to a doctor. All right Okay, I'm gonna go collect evidence from the murder scene Almost did you wait to call walker body immediately? All right, you know, I'd always call you immediately It was the first I hadn't even brought her over here before I called you. All right Oh, is this another deal? Okay.  I didn't even see PR.  She's intubated. That's the guy that I permanent earlier It really was two for one