So, far in the course we have looked at many different concepts which are helpful to design mechatronic systems various kinds of mechatronic systems. Now, we will see some kind of a case studies to see how whatever we have learned can be put together to build some innovative kind of a systems ok. So, we will go through some of the research examples from our lab and we will talk about more details how these systems can be really built by using some of the concepts that we have learned. So, let us start with these. So, this is a lab called Suman Mushroom Advanced Microengine Lab that we have developed in department of mechanical engineering at Bombay and this lab must acknowledge the funding by our alumnus Raj Meshwala. At that time about 2007 we developed this lab with funding of about a million dollars from this alumnus and beyond that lot of activities have happened in the lab and lot of new projects have come and you know the facilities got extended and things like that. So, here is we started our activities. So, before I begin like now I will acknowledge these you know all the researchers all our PhD students and M Tech students and RAs who have contributed to this work and of course the funding I mentioned about and there are many other grants that we received later for the research that we are going to see about ok. So, this is like roughly some outline of the talk right now we will use this for 3D micro printing purpose technology of technology called microstimulography I will talk about it similar to our 3D printing in SLL kind of a technology, but I will talk about that and then we will see what are the novelties that we have come up with and how like you know some of these mechatronics concept we have integrated into these systems to make sure they work the way we would like to have them work ok. So, this micro cinematography is simple technology of 3D printing we start with the CAD model in the software and this CAD model as you see here is then software sliced into different slices ok. So, these are software that we have developed in house to create these slices from the CAD model and then further these slices are divided into the lines for the scanning ok. So, each of the slice will be scanned by this line and now if you if the idea is the it will run the laser along this line. So, that the photopolymer resin will get cured only at this part where the laser is scanned and laser needs to be getting switched on and off at these data points ok. So, this is how the requirement for the 3D printing in SLL kind of a way is similar to other kind of a technologies that also exist for 3D printing ok. So, the when you scan you get this kind of a final product out of this system. Now, the question is like when you want to do it at a micron kind of a scale ok the scanning becomes very important and the scanning system needs to have you know much better accuracy at a sub micron kind of a scale ok. So, this accuracy can be provided now that we have gone through this course we know that for a very high precision motion the compliant mechanism stages are going to be useful ok. We have seen that in the CD ROM kind of example ok. So, we developed this concept for this compliant mechanisms later for this scanning purpose, but to scan the laser beam there can be different kind of a methods for scanning ok. So, some of these methods are kind of demonstrated here. So, you can have these mirrors which are kind of tilting and then the lens is focusing the laser beam and then as a mirror tilts the laser beam is going to scan on the on the surface ok. Then you can have the laser beam scan and then the lens is placement is now different than this kind of a method. And then in this case the your tank itself is moving the laser beam is stationary. So, so each of these systems have some advantages disadvantages one can see. For example, this system if you see the scanning goes over the over the sphere and your actually the surface on which the photopolysion happens is flat ok. And this is what happens is like the then laser gets defocused at the other places. And when you want to create micro scale kind of a component you need laser focal length to be very very small ok. So, that the focal spot is small in size. And for such a small kind of a focal spot then this becomes very difficult or infeasible to move this mirror and still keep some reasonable kind of a resolution of the component here ok. Because as the laser gets defocused resolution gets compromised. So, so we propose like a new way of scanning laser beams. We actually propose two ways one of these is this, but this is also better than all the other methods, but it is not great kind of a method of scanning the laser lens here itself in the linear kind of a fashion. Laser is fixed, but the lens is scanned in the linear fashion ok. This we propose first and then like we said that it has some kind of a benefit, but it is not great. Then finally, we propose another method which we could get an Indian patent on is scanning the laser beam along with the mirrors ok. So, mirrors also get scanned in a way that in the linear fashion ok. So, previously we are moving only lens in the linear fashion, but now lens and mirror one they move in the linear fashion and you get a laser beam scan on the surface. Then you can see that the focal plane all the time the laser focal focus remains exactly at the focus ok. Laser remains exactly at the focus entire point on this plane and the same thing can be done with the other direction also ok. So, X and Y direction scanning can happen in this kind of a fashion ok. So, there are many advantages that your spot characteristics remain uniform. So, you can increase the range now whatever like dimension you want to scan you can get that kind of a scanning done. And there is no that is why there is no limit on the range and you have improved resolution happening with this kind of a scanning system ok. So, now to do this scanning in a very precise kind of a fashion then we need stages ok. So, the entire system would look something of this sort ok where your beam is used and split by using this a claustrophic modulator which will which is basically a switch you can imagine that ok. If you if some signal is given electrical signal is given to this switch then it will switch on the light and switch off the light in a matter of like few nanoseconds ok. So, that is what like no the acoustic of acoustic modulator is designed for. Then your beam is getting focused on these fixed mirrors first to kind of we just as they are just a steering mirrors and then you have a actually mirrors which are motion in motion ok. So, these are the mirror that can be used for some adjustment and alignment and those kind of a purpose ok. So, this is how entire system will look like and you will need to move now this mirrors M 1 and M 2 to have the scanning happen ok. Mirror M 1 and lens together will move and then mirror M 2 will move in a perpendicular direction ok to this laser beam with a you know integrated like mirror 1 mirror 2 and lens unit together will move in the in the in this perpendicular direction. So, that is how the XY scan would happen ok. So, these are the two perpendicular direction motion that will be happening for the mirrors ok. So, now to get to this with the submicron kind of a precision that is what I was talking about we need some kind of a compliant mechanism design that we saw ok. So, you remember this concept we talked about you have a you want to move this block by using some kind of a compliant mechanism you start off with simple kind of a scale or cantilever beam which is fixed at one end and you give the deformation the beam moves in the vertical direction, but there are this parasitic errors that there is a tilt here and there is this kind of a parasitic error. Then you add one more beam to that system and then you will find that this will be now better that it has no tilt that is happening to this block, but there is still this kind of a parasitic error exist and then you go for the system where you have this block moving in perfect straight line because of the symmetry ok. So, there are some more integrities about the system you know which will not get into the whole lot of kind of research has happened over these stages to see how their analysis how they their behavior is especially for long deformation or large deformation. So, this idea we implement by using you know developing these compliant mechanism or the flexure stages ok. And these are now further you know manufactured by using the assembly route ok instead of doing like typically people fabricate such mechanism by using some kind of a monolithic block cutting out of that in water jet or some kind of a EDM kind of a machining, but we propose a new way of doing it by assembly route. So, that we get the mechanisms which are also can be built in the third dimension ok and we save some kind of a costly processes. So, this assembly route is not very straightforward. If we start like doing what we have fundamentals that are known in mechanical engineering that you assemble two pieces together you need two pins to locate them with respect to each other. We start doing that and you will find that this mechanism would conventional principles if you do this mechanism will get what ok. Actually if you see this is a picture of the warped mechanism where all the pins are put in all the places and this warping happens. And this warping happens because these beams have a tendency to flex ok or they the tendency to move. So, depending upon like you know small tolerances even if they are very very small you will have this tendency for the for the internal forces to be created when you put these multiple pins. So, we have come up with guidelines which will formal like guidelines which will resolve this issue and give you number of pins to be put at places. So, that you know the mechanism eventually becomes unwarped there is. So, the same mechanism same tolerances on the pins and dimensions are there, but now in this case the mechanism is not warped because of the particular kind of a way of assembling ok. So, we have some publications on this idea ok. So, we use that and like you know we build complete flexure stage and this is like a complete scanning system. So, this is one stage is carried by the other stage. So, this is say x motion stage here and then like you know you have this y motion stage inside this and here there are some kind of a mounts for the mirrors and here there is a mirror mount and the beam is getting kind of steered by this mirrors and it is going finally, on another stage or z stage tank which will be getting moved in up and down direction for the different layers that you want to prepare in the 3D printing ok. So, this is a system that is now built and now this flexural compliant mechanism stages are available. Here you can see that these are some of the mechatronics components here where you your mechanical compliant mechanism stages are integrated with this voice coil actuators and then there are linear encoders to do the job ok. Then we have now this compliant mechanism stages are manufactured by this company called FlexMotion Technologies which is started from here IIT Bombay and this they are now available for many different applications ok. So, now we integrate this mechatronics system for the 3D printing around this. So, we have this data acquisition system called d space ok. So, this is 1104 particular version of this d space company microcontroller and they provide basically this kind of hardware interfaces as a simulink blocks in the MATLAB simulink file ok. So, these are now extra blocks coming in the file. So, what you can do is basically whatever controllers that you built by using simulink or any other kind of a way in MATLAB they can be very easily ported to a hardware system ok. So, that is a ease for very fast prototyping you can do this ok. Although this is a costly kind of a fair, but once this system is available you can do lot of mechatronics system prototype testing very fast ok because you do not need to worry about programming a microcontroller because these are already available as block sets in the simulink block you can just put together those blocks and you start programming ok. You start building the thing and all the things programming will happen automatically for this microcontroller ok. They have developed this kind of a you know the block sets which will which will compile and we build the microcontroller program the way you have maybe you know we have taken hands on training you have written some program in Tiva. Those programs will be built now by a compiler in real time system of a MATLAB ok. So, this is a very handy tool for you know especially those who are mocked up by this microcontroller programming business ok and this is good like you know fast prototyping way of doing things. Then in this board we have now we need to identify what are the channels that we need to use. So, we are using here the digital analog converters to converters for this driving X and Y stages for this driving X and Y stages DAC 1 and DAC 2 which has this amplifier that is used. So, this again so, as we have seen for any high current or high power application you need amplifier to be there to interface with the microcontroller. So, here we are using this concert amplifier for X and Y stage voice coil driving. Now, this is we are using here voice coils as we have seen here instead of motor we have this something called voice coil. It is just a coil and a magnet assembly together and these are non-contact actuators they are guided by this compliant mechanisms and only the magnetic force is applied when the current is passed through this coil non-contact kind of a fashion force no friction is there in the system. Then you have this encoder which are kind of sensors in the system which are reading the data we have seen a lot about encoders how they work and how they can be programmed and things like that ok. So, these are optical encoders, but now they are linear kind of a encoders again they are non-contact and so, entire system has no friction and that is what gives us a way for positioning them with a very fine accuracy ok. And then we need this laser to be switched on and off at certain locations. So, depending upon what you are scanning. So, this is a RF driver for driving this a cost optic modulator. So, this entire thing comes as one unit of cost optic modulator will come along with this driver and you have some kind of a DAC pin which will control the laser intensity ok. It will analog kind of a convert converter between depending upon this analog voltage your laser intensity will be controlled ok. So, this is a system that you need for operating laser on and off depending upon x y position. So, that your scan does scan gets done in a manner that you would like to ok. So, there is one more kind of a DAC that will be used for you know Z stage for giving the Z dimension or like third dimension motion. So, this is how like you integrate then typically you start with the testing of the systems and like know characterizing the system. So, this is how we have characterized the power of the beam that is coming out as input voltage to a cost optic modulator is changed ok. So, this you get a laser spot which is now changing its it can be changing its power depending upon you know what is the voltage that is given as input to. So, if you want to switch off the voltage you give 0 and if you want to switch on the beam at certain point you give some something like 0.6 volts or something like that to kind of get that much intensity for the laser beam ok. Then we test the x y x y stages at different different scanning speeds and here like know this scanning speed is about 0.8 mm per second. We have gone now for the stages which are running at 15 mm per second or 10 mm per second kind of a thing and currently we are building other kind of a resonant kind of a scanning stages which are going at to the speeds as as 300 mm per second. So, that with keeping the same accuracy and you see that position accuracy achieved here is about 200 nanometer ok. So, this is how one can develop like you know the system which can give you the the accuracies which are sub micron level when you want to do like a micro printing or micro scale printing you want to do ok. So, with this kind of accuracies you are able to kind of get your components really fabricated really nicely. So, this is like a entire complete system developed we one of my first PhD students Suhas who was you know working on this in the early days. Now, we have I think the fourth prototype of this micro micro printer coming up in our lab which is having very high speed and high range of component that can be fabricated ok. So, we can see this little video of the entire system here now. So, you can maybe we will show you in the in the next video that we have other video which is coming up here ok. So, this system has this is like a next version of the system you can see here this is a electronics there are interfaced and there is a mechanical scanning system and this mechanical scanning system starts scanning x y stages by using this compliant mechanism and voice coil kind of actuator. And you can see there is a this is a tank here and then there is a z stage on the top of this ok. So, this z stage is what is you know carrying the component up in the z direction ok. So, once the component first layer kind of gets printed like this ok. So, this is a layer getting printed. So, there is a continuous motion in the in the y direction and stepping motion in the x direction that is happening here ok.  So, this is like a hexagonal kind of a comb kind of a structure ok honeycomb kind of a structure ok. So, this structure is getting developed now and then multiple layers of such structure can be developed. Right now we have kept only for the demonstration purpose the z stage is not seen here, but this layer once it is fabricated it will be pulled off the bottom resin vat and then the next layer of the bottom like the resin will come between the fabricated layer and bottom surface ok. And once that happens then you will have next layer preparation done and next layer can be fabricated in the in the similar kind of a way ok. So, let us move on to this and see some of the components which are fabricated now with the with this printer ok. So, this is now doing the layer by layer it is moving in the it is pulling the component up and then again going down and positioning itself to a level where very thin layer of the liquid is squeezed between the component and bottom of the resin vat ok resin tank here ok. Like that multiple layers it will start fabricating these components and you can get these components fabricated like this. So, this is a honeycomb structure that you saw fabricating fabricated and multiple layers. So, you can get like no thick structures like that ok. So, many structures which are very intricate geometries at a micro scale can be fabricated. So, now we are using this new concept of resonant vibrations to do now you know the similar kind of displacement or scanning at a higher speeds ok. So, let us move on from here to see actually the structures fabricated. These are like different different kinds of structures that are fabricated by these and you can see this scanning electron microscope images of these structures which are showing it like very good dimensional accuracy with respect to the accuracy that we wanted to have ok. So, one can find out fabricate this high aspect ratio micro channels and many different kind of structures that can be fabricated ok. So, I am just displaying these structures to see. So, the one can have see this is a 48 layer kind of a structure. So, 48 times like that such as stepped up and you get this entire structure and inside this you can have whatever geometry of the nozzle that is needed can be realized. Then you can have a boundary scan. So, this is all what you say more kind of refinements or that are done based on the application requirements. The basic mechatronic system remains the same like you have this x, y fracture based scanning stages and there are some kind of a interesting control algorithms that are needed to be used for this kind of a scanning because you do not want to get into vibrations of these compliant mechanisms ok. If they start vibrating unwanted kind of a way then you will get you will start seeing the inaccuracies in your positioning. So, those are all handed at the control level by designing some control strategies which are which are I would say unique to make sure that these vibrations do not depend from the compliant mechanisms stages ok. And still we achieve the job that is needed at a high speeds ok. So, this is that is where like you know lot of these modeling and simulation and fine tuning of the gains those kind of activities would be coming in as we have seen in the course ok. So, this is like constraint surface kind of a fabrication where you are now top surface is constrained instead of. So, what we saw in video was actually this ok the top surface was constrained, but we are not the Z stage was like no upside down it was Z stage was coming up rather than going down in this kind of a way ok. So, this constraint surface is can give you a very high accuracy in the layer because the layer is constrained between two surfaces and though that the surfaces can be maintained at desired accuracy ok. Unlike open like you know without constraint surface you will have open layer liquid layer and liquid layer top surface we do not know whether it will have exactly the same dimension as a thickness that you want to get cured. So, this constraint surface micro siligraphy gives you quite good accuracy in the component produces produced. So, this is a conclusion for this part where like now we see some novel way of scanning laser beam in the linear fashion on the substrate. So, it is like that you can think about your own idea of you know some kind of a way some activity to be done ok. Once that is that idea is there at your in your mind ok then you start putting things together around that idea ok. So, we started off like you know ok we wanted to do some high accuracy kind of a thing then this idea came up of this the new way of scanning laser beam and then we started putting things around that idea ok. This is how like you know you can see this mechanical system can get designed and built in a very nice way and whatever like you know there is some kind of a you will find some things come along way like say for example, in our case we found out how do we assemble this beams very easily that was one of the important kind of aspects. So, that we resolved by like you know formally studying like you know how this assembly is behaving and so, the small experiments very crude experiments help in getting these ideas generated in a faster pace ok. So, we started assembling and you find oh look you have this problem then we study this problem in little bit more mathematical details and then give a solution and then. So, so going back from theory to your practical and practical to the theory like that you know that kind of way of doing things help a lot. So, that is why we started of this course with looking at actually the practical systems the way things work you know if you if you remember with CD ROM and scanners and other stuff. More you can of work with those systems and understand what is going on in there it will help you to design like a new things much better way ok. So, I encourage you to really look at these some of these systems like CD ROM or hard disk drives which are gone you can just open them up and check out ok what are the components that are existing and why they are there like that ok. As we did this analysis you know you you can carry out with many other kind of a devices in the similar kind of a way maybe you are washing machine or like you know any other kind of a tape recorder like you know it seems lot of these devices we may find you know available that you throw away price or they are gone with without any cost people will be happy to give you to explore ok. So, see this is the first kind of a step for developing this product like now we want to get into the product then the further direction is to convert these kind of idea now with a microcontroller like Tiva. See we have used this space as a data acquisition system we cannot use it for actual product ok that is just for the sake of prototyping ok is very costly system and it is it comes with MATLAB MATLAB you do not know you do not have commercial licenses of MATLAB for you cannot ask your customer to do that. So, this space is not a thing for actually find the final product for the final product you need to go back to microcontrollers that we have seen in this course like Tiva where like you start programming this to get your embedded system completely done ok. So, you need to kind of see what all things components I need what all you know these drivers I need all these things can be integrated in the in the in the electronics box with some kind of a microcontroller the choice now we can have based on this course we can have different different choices possibility. There many places you may need this human machine interface with some kind of a touch screen or something to operate the machine ok. So, this kind of a product will be so there are some microcontrollers which will provide you this ok. So, in Raspberry Pi for example, there is some possibility in Tiva also there are some other kind of a versions which are available in Texas instruments other microprocessors which will which will offer this kind of interface ok. And then we can program that to get the complete system as a product ok. So, then like this is this comes to you as a product where there is some touch screen and you have some kind of a pen drive on which you can just put the data of the what is to be printed and it will start printing ok. The way we use our you know 2D printers in home you can have this kind of a way 3D printer as a product can be produced ok. So, this is first part of the thing we will will stop here for now and then we will continue our discussion in the next part about some other kind of a case study system ok. Thank you.


guys, welcome back to another one. If you are new to the channel, I am Gold Pony, I do new car truck SUV reviews on YouTube. And today we are in a special one, the 2022 Tesla Model Y courtesy of younger motor cars in Hagerstown, Maryland. For more information on their inventory, please feel free to check out the link in the description box below. And so I'm in this one today because I've actually reviewed several electric cars at this point, but I have yet to review a Tesla. And so we are in one today. And not only that, a 2022 model as well. So what are the odds, right? And so there's actually several changes though for the 2022 Model Y and we will be going over them in this video, of course. Also, this one comes in five and seven row seating configurations if you weren't aware of that already, which is pretty nice. So ultimately, we will be testing out and going over everything about this one from acceleration to braking, steering for a ride quality sound system, all of that fun stuff. So having said all of that, what do you guys say? Let's just go ahead and jump right into it. And as always, let's start with pricing. So there will be essentially two different configurations when it comes to the 2022 Model Y. First one being the long range configuration, which is the one we have today. That one starts at $60,990. And then you have the performance starting at $63,990. But as you can imagine with those two different configurations, there's two different power plants, so to speak. Both configurations, of course, coming with dual electric motors, but the power numbers are going to differ. For the long range that we have today, this one puts out 384 horsepower, 376 pound-feet of torque, top speed 135 miles per hour. Zero to 60 time is going to come in at approximately 4.1 seconds, according to motor trend. Range is going to come in at a very impressive 330 miles. And by the way, you can actually get 162 miles out of this thing within simply a 15 minute charge, which is pretty darn impressive as well. But in case you were curious, also when it comes to the warranty for the Tesla Model Y, four years, 50,000 miles basic warranty, and then eight year 120,000 miles battery and drive unit warranty then. But so then like I said, the other configuration, that one is going to be for the performance. That one comes in at 456 horsepower, 497 pound-feet of torque, top speed for that one, 155 miles per hour. Zero to 60 time for that one, 3.5 seconds, with the range coming in at 303 miles. Still very impressive. But before we do any kind of fun acceleration tests here in our Model Y, I wanted to mention to you guys the drive modes. No drive mode button because of course, everything is located within the infotainment screen. And so if you go to that little Tesla icon in the bottom left-hand corner, you then can adjust the drive modes. And so there's different aspects you can adjust. For example, the acceleration, you can put it on standard acceleration or chill. There is a chill mode, which is kind of cool. Steering mode, you have some options there as well, including comfort, standard in sport, and then stopping mode, creep, roll, and hold. So adjusting a few different aspects of the Model Y there as well. But now having got all of that out of the way, what do you guys say? Let's go ahead and put this thing to the test and let's see how quickly we can get our new 2022 Model Y here up to speed. All right, in three, two, one. Oh, buddy. You guys see the speedometer?  I love electric cars, man. I just got done reviewing the Mercedes EQS. That was insanely impressive as well, but this thing is so dang quick. That instant torque with electric cars, all electric cars really, it's just absolutely amazing. And I don't know if this GoPro was catching in or not, but if the GoPro was showing the speedometer on the infotainment screen, it was just ridiculously quick climbing up in speed. So that was a wonderful thing. You can feel it in your gut. Anyways, to go along with that acceleration as always, braking is equally important. So as expected, you will find four-wheel ventilated disc brakes. As far as that 60 to zero stopping distance goes, it is going to come in at a very impressive 118 feet. As far as braking feel goes, as the Tesla key goes flying, it is perfectly fine. Definitely on the firmer side of things, instantly brings you to a stop. And of course, you have that one pedal driving mode as well. So when you let off the gas, it's essentially going to immediately almost bring you to a stop.  And actually that's to a complete stop as well. So it's kind of a way to save your brake pads a little bit as well. So you don't really have to change them that often. So that's yet another cool feature with all electric cars just about. So then touching on suspension and handling upfront, you're going to get a double wishbone type front suspension in the back, independent multi-link rear suspension, gas pressurized shock absorbers. As far as ride quality goes, it's not bad. And I think part of it is that these roads are pretty darn smooth here in Maryland, but it's pretty much like a lot of the other vehicles in this price range I would review. I mean, it doesn't have an air suspension. It doesn't have an adaptive suspension either. But having said that, ride quality's been perfectly fine in my short test drive here today at least. And touching on steering feel, it's one of the first things I noticed when I got in the Model Ys, it leans on the heavier side of things, which I personally like. And actually we can adjust that. Let's put it in sport steering feel mode. And it's even heavier, it's even weightier. Wow, I love that. It immediately points you in the direction that you want to go. This is really one of the better steering feels I've tested in quite a while. It's very heavy right now. Let's see, if I were to take it out and put it in comfort driving mode, yeah, it instantly loosens up. So a lot more, a lot more loosey-goosey. So it's really something for everyone. I'm gonna put it back in sport because that's better. But anyway, steering feel is wonderful. I love that it has such a vast adjustment within that steering sensitivity driving mode we have here. So that's pretty darn cool. As far as cabin noise goes, you guys could probably tell I'm going 34 miles per hour right now, but isn't a whole lot of exterior wind noise or anything coming into the cabin. I mean, you do tend to hear a little bit more because it's an electric vehicle and you don't have that engine noise kind of drowning out on that other exterior noise, but it's not bad. It's definitely something you would get used to, I would imagine. Do you want to also mention along the lines of suspension and handling, there is a full self-driving mode at least, that's what Tesla calls it. That is available for an additional $10,000 if you wanted to go that option. The touching on visibility, I would say it's definitely, it's not the best out there because of the shape of course. It's not as bad as like a Nissan 370Z or anything, but because of the shape, it's not the most visibility out there. But again, if you ask a Camaro owner, if you ask a 370Z owner, they're going to say it's something that you get used to. So I would imagine it wouldn't be that bad over time, but that pretty much rounds out the performance segment of this review guys. I'll still go ahead and take a look at the exterior of our brand new 2022 Tesla Model Y. All right, so here she is you guys, the new 2022 Tesla Model Y finished in midnight silver metallic. In case anyone was curious of our exterior color name, by the way, this is one of the free paint options. And it looks thank good. I like it in this color, but anyways, let's go ahead and start up front of course, with it being a Tesla, with it being in a luxury car, there is no front grill. So that is what you're looking at of course right now. Full LED headlights to the sides. They do of course come with the automatic feature, meaning when it starts to get dark at night, they are going to turn on automatically for you there. Automatic high beams though, also coming standard, meaning if you set your high beams and the sensors of the vehicle coming in the opposite direction, it's going to automatically dim that back to low beams. Then when that vehicle is gone, it's going to automatically set it back to high beams again. So that's pretty convenient. Front fog lights down below, you guys could probably see those as well. And just below those fog lights, you will actually find some front air curtains as well, helping direct air around the wheel and tire accommodation. And of course, one of my favorite parts is the frunk. So essentially the way that works is everything in this car is controlled through the infotainment screen, which we're going to get to in a little bit, but there's actually a button on the infotainment screen to go ahead and pop that frunk. There's actually a decent amount of storage in there as well. So I was quite surprised to see how much storage you really get in the frunk. So well done Tesla for that, I like that. But anyways, pretty much your rounds out the front end of this one. Let's now go ahead and make our way to the side of the Model Y. All right, so now since we are around to the side of this one, black windows surrounds do come standard. Black door handles, which will be flush with the side profile also coming standard. I thought that was pretty cool. Body color power adjustable side mirrors do come standard. They will be auto dimming, heated, and power folding with the tilt down feature as well. So pretty much everything you could possibly want when it comes to side mirrors at least. Also, of course, you do have that tinted rear glass. It comes on pretty much all SUVs these days. Black accents you can find on the front fender to tie together with the black accents on the door handles as well as the windows surround. So that looks good. Then take a look down at the wheel configuration. 19 inch Gemini wheels are going to come standard. However, there are 20 inch induction wheels that go for $2,000. So they will be available for you then as well. But pretty much rounds out the side profile. Let's now go ahead and make our way to the back of the Model Y. All right, so now since we are around to the back of this one, I guess you could call that an integrative rear spoiler. Definitely a little lip there. So looks good back there. Of course you have the iconic Tesla emblem. To the sides, LED tail lights do come standard. You do have the dual motor badging then as well for all Model Ys. But of course there's not going to be any exhaust outlets because this is an electric car. I shouldn't even have to say that. But having said that, since we are around back, let's go ahead and pop the trunk. Let's make our way to the cargo area of this one. All right, so now since we are around back of the Model Y, when it comes to opening that rear tailgate, it is a power tailgate. You just simply press the button up underneath of that tailgate and it's going to automatically open up for you there. Once opened up, as I mentioned at the beginning of this video, the Model Y comes in either a seven or five seat configuration. So if you wanted to go with the seven seat configuration, you do have to add $3,000 to that price. But it can be outfitted that way if you wanted to go that route. We actually have the five seat configuration though. But behind that second row, cargo capacity comes in at 30.2 cubic feet. If you were to fold that second row down, that is going to bump up to 76.2 cubic feet then. Did what I also mention, there is some cargo lighting back there. There is a 12 volt power outlet. And there is some deep storage to the left and the right hand side in the back, which I thought was pretty nice. And then there is some concealed storage underneath of that cargo floor. There's kind of two sections. The section towards the seats are going to be a little bit less deep as far as the storage goes. But the section immediately just in front of that, there is a pretty deep amount of storage within the floor of the cargo area. So that was definitely pretty nice. Then making our way up to the rear leg room, that is going to come in at 40.5 inches. So for reference, I mean even six feet tall. This is how much space I had back there. Heated rear seats actually do come standard as well. There is a rear center armrest with cup holders. There is rear ventilation for those rear passengers. And there are two phone charging ports for those rear passengers just underneath of the air vents as well. So definitely a nice place to be in the rear seats there. Then making our way up to the front seats. Power adjustable heated front seats do come standard. Black seating is going to be the standard configuration. That of course is what you guys are looking at. But there is white seating available for an additional $1,000 if you wanted to go that route. And the seating will be finished with a leatherette finish in case you were curious about that as well. But overall, it's probably one of the first things I noticed. These seats are incredibly comfortable. Like I said, they are power adjustable. The lumbar adjustment was very adjustable. I'll just put it that way. So, the seating was definitely very comfortable in the Model Y without a doubt. Then making our way to the steering wheel, it is tilt and telescoping. It is leather wrapped and it is heated actually as well. Which is pretty nice. But so then once started up, typically the next thing I cover are the gauges in any particular review that I do. However, there are no gauges directly in front of the steering wheel. Everything is going to be located on that massive infotainment screen. So, that is where you're going to find your speed at any given time in the upper left-hand corner in case you were curious about that. Then touching on overall interior quality, dual-zone climate control coming standard aluminum and genuine wood trim. Also coming standard, I loved that. That could be found just above the passenger side glove box just in front of the steering wheel, the infotainment screen as well. So, that was definitely pretty nice. Full cloth headliner coming standard. Another thing I really liked was the suede trim that you could find on the doors. And also just in front of the cup holders below the infotainment screen as well. So, that was a very nice touch or a very nice surface I guess you could say. Autodimming rear view mirror and that rear view mirror will be frameless as well. Also liked that. Another thing, let me circle back here to the glove box. The way to actually open that up is there is a button within the car icon on the infotainment screen. You press that and that is how the glove box is actually going to open up. So, I thought that was pretty cool. But we'll get to the infotainment screen in just a second here. But just in front of the cup holders, you have a very deep amount of storage within that. So, that's pretty cool. And within the center armrest, you do have a 12 volt power outlet and some additional storage there as well. So, overall, interior quality is perfectly fine. It's definitely very minimalist when it comes to the lack of buttons which I personally appreciate because like I said, everything is essentially on the infotainment. So, let's go ahead and get to that now. 15 inch color touch screen display is going to be the standard configuration here. Of course you get Bluetooth and audio streaming. You also get factory navigation system which essentially Tesla uses Google Maps as a base layer and then it adds some Tesla points of interest to that mapping as well. You do have live traffic visualization which is pretty darn cool. And I'm going to try to show that to you guys with my GoPro shot here. But essentially if there's a car coming on the left or the right of you, it's going to show that live traffic within the infotainment screen which I thought was pretty cool. You can also access within this infotainment screen if you go to the little carrot upward facing arrow.  You can have a sketch pad up there. You can set a boom box. You can set a fart noises if you wanted that. You can set a fireplace, nice romantic fireplace. You can set the screen to a shot of Mars. There's a new Santa app. There's rainbow road if you wanted to display that. I think that would be pretty cool. So a bunch of different options within the toy box. There's also an entertainment section where you can download different games like Solitaire, let's say. There's Cat Quest, I don't know what that is. There's Beach Buggy Racing 2 where you can race your Tesla by using the steering wheel on the actual Tesla. I love that. And of course you can search the web as well and that's gonna give you things like you could search, I don't know, Goldpony on YouTube if you wanted to. So I'll show you guys a little shot of that real quick but you could search Tesla's website as well and pretty much anything. It's Tesla's internet browser. So that's pretty cool too. And of course that's where you're gonna find your charging statistics, how many miles you have left until you hit empty, that kind of thing and tons of other stuff as well there. Like I said, the car icon all the way to the left that's gonna give you a lot of things. Like turning off and on your lights or just set it to automatic mode, that's what I would do. You can also check out your driving modes up there. This is the autopilot mode, if you have that equipped. There's your navigation information and some service information up there as well. So a good bit up there. Of course you could check out your climate control information. There's your heated seat buttons. So really you could do pretty much everything on here. You can access Netflix, there's Hulu, Twitch, YouTube like I was saying. And of course your radio information. So by the way, when it comes to the sound system here on the Model Y, you do have 14 speakers that does come standard. One subwoofer comes with that, two amps. So having said that, what you guys say, let's go ahead and turn on the radio so we got playing today. And let's test out the clarity of this one. It's absolutely amazing. I gotta be honest. That is Tesla's standard sound system, 14 speakers. That's impressive. Clarity was wonderful, bass was amazing. That is a really, really good sound system for the Model Y without a doubt. And I've tested over 600 sound systems at this point. So that was wonderful. Anyways, last thing I wanna mention to you guys on the infotainment screen is when you do put the Model Y in reverse, you will find a rear view camera coming standard across the board. And when you are in reverse, it's also gonna make this kind of noise. So people know that you're in reverse because it's an electric car after all. And you do have some other camera options. There's several different cameras on the Model Y then as well. But overall that is going to lead us into safety. And so to start, the Model Y is an IIHS top safety pick plus, which pretty much says it all right there. Front side side courier and airbags do come standard, driver and passenger knee airbags as well.  So overall when it comes to my final thoughts here of the Model Y, instant acceleration. And we didn't even have the performance model today. We had the long range, but still is zero to 64.1 seconds, especially in a electric car with that instant torque, all wheel drive, no slipping in the rainy weather today whatsoever. It was absolutely amazing, great handling as well. If I'm being honest, especially when you put it in that sport steering sensitivity mode, it's absolutely amazing. It's such a heavy feel to it. Love it there. Of course, excellent tech. This is essentially a giant computer that you're driving. So the tech is 100% on point and really better than any other vehicles out there on the road right now. Super safe because it's an IIHS top safety pick plus. That says it all right there. Excellent range as well, comparatively speaking to the other electric cars that are currently on the market. As far as room for improvement goes, I guess it's a little bit stiffer of a ride you could say. I mean, for this price range, it doesn't have an adaptive suspension. It doesn't have an air suspension. So quite honestly, that's really the only thing I think Tesla could approve upon for the Model Y. But having said that, still ride quality was fine. It's just that it's not to the same level of the other vehicles in the price range for what this vehicle is. But anyways, let me know what you guys think of the Model Y in the comments section below. That is about it for this one. You guys, thank you so much for watching. Feel free to follow me on social media at the bottom of the screen if you wanna see what's coming next on the channel before it actually gets to YouTube. Be sure to hit the subscribe and the bell notification button if you're into new car reviews. That is what we do here on this channel after all. Do appreciate you guys watching more than you know and I will see you guys all in the next video. Stay gold. Let's go.


29 cities since 1st of January. The first thing I want to do is thank everybody on the White House staff and in the various departments that have been so supportive of all the campaign activities. It's been unbelievable. Some of the activities right here in the White House and then support for all of us that we're traveling around this country. I've been involved in a lot of campaigns and I've never seen better teamwork or more support or better research. And of course, in as much as we're talking politics here, why I want to single out people, but certainly Mitch Daniels has done an outstanding job at 9-11. And if it doesn't prove to be for real, or the president will do what he has to do in defending that are up two years from now, and you don't want to forget that one, I think we should approach the Senate the same look. We wish we were in control, but we're going to give it a try. We're going to work with you. We're not going to change our agenda. We're going to have to, I think, out of some of these very strong and charismatic new governors we have and the strength we have in governor numbers, that will be helpful to us. And yes, he is going to divert him for fulfilling his commitment to the American people. But commitment was stamped and affirmed by the president of the United States. Thank you. Thank you. Thank you. Thank you all very much. Based on my previous experience, I ought to quit right now. But and I thank you, George and Don and Mitch and Haley. With the Mets coming in next week, the White House, I sort of thought it would be a good idea if we got our own championship teamed together. As I look out upon all of you, I sort of thought it would be a good idea. Not only that, but you've served such long hours and with such unstinting devotion, you who have, through your own dedication and sacrifice, made it possible for us to change our nation's history. I can't help but thinking they're amazing. And you are amazing. So the first order of business for me is to simply this, my friends, and we've been through enough together for a real sense of friendship to develop, haven't we? My friends, I thank you. Now before turning to the works of the next two years, I'll word about the results of yesterday's election.  Overall, yesterday's election brought fairly good news, though we lost the Senate. We realized many gains in other areas. We won unprecedented victories in governorships, gaining eight, resulted in Republican governors serving more than half the population of the United States. And additionally, against overwhelming historical odds, we kept our base in the House of Representatives virtually intact. The rest of the story is we came short on keeping our Republican majority in the Senate. We did so because we lost six cliff hangers in which our candidates each received 49% or more of the vote. Now this is not the outcome we sought, but our agenda remains unchanged, and I look forward to its attainment. We traveled 25,000 miles. We worked with candidates, took our message to the people, and demonstrated our commitment to the major issues. I think it's worth noting that even in this hotly contested race, we enjoyed widespread support on the issues that we campaigned on, our economic policies of low taxes and spending, judicial nominees who were firm with criminal wrongdoers, and a strong defense, especially SDI. So in a sense, our message, that same message of limited government, and a firm foreign policy that we enunciated from our first day of office, did get across and continues to get across. So I want to take a moment to personally thank the many, many people who made this effort possible. In addition to all those in this room who have done so much, I want to extend to all the candidates, to all the volunteers and staffs of the party and candidates my heartfelt thanks. As I say, the political spectrum continues to move in our way. All our candidates, their staffs and volunteers can feel heartened by this. To all those on Capitol Hill, I look forward to Congress' return. By then, the election will be behind us, and hard work and bipartisan cooperation will be ahead. You have my pledge to seek solutions where problems exist and progress where barriers may arise. In a word, the challenge now before us is simply this, to complete the revolution that we have so well begun. Three aims must be met. We must make America more prosperous, more productive, and the world more peaceful. My first aim, a more prosperous America, involves a redoubling of our efforts to get big government off the backs and out of the pockets of the people themselves. A spending restraint that we've pushed for so unceasingly ever since 1980 must finally be achieved, and that means permanent structural reform of the entire budget process. This town was kind of shaken up to discover that we were serious about the line item veto and the balanced budget amendment during our first six years. But we've seen to it that the line item veto and the balanced budget amendment have received serious consideration in the Congress, and serious opinion has already begun to shift in favor of both these reforms. Even so, you can take it from me. Washington ain't seen nothing yet. We can achieve these two reforms, so let's go after them. As budget reform enables government to become more productive, we'll need to foster still greater productivity in the private sector if America is to go on competing in the global marketplace. We'll do all we can to keep regulation down and capital formation up so that high technology can flourish and make American agriculture and traditionally or traditional industry more innovative and competitive. Now we have our new corporate and individual tax rates. No less a figure than Prime Minister Thatcher of the United Kingdom has commented that at 28%, the top American individual tax rate will be lower than the lowest British individual rate. We intend to protect those low rates, to recognize them for what they are, the greatest spur possible to entrepreneurial growth. At the same time, we'll keep in mind that 50% of our gross national product is accounted for by services. So we'll be looking at ways to achieve greater productivity in services of all kinds, from financial services to transportation to government to healthcare. And if I could interject something here, with inflation under control, I just have to believe, and I'm sure you agree, that the time has come to get the cost of healthcare under control. And something else, nothing represents a heavier drag in our productivity than drugs and crime. Drug abuse destroys families. It keeps young people from getting the education they need and means that tens of thousands of adults are often absent from the workplace or demoralized and sick at heart. The loss to the economy can be measured in the billions of dollars, but there's no way to measure the loss to the country of all those ruined lives. Crime likewise exacts a toll from us, a toll of lost and destroyed property, high insurance rates and mounting burdens on police and other law enforcement officials. But perhaps the heaviest toll is the toll of violence, personal injury, and fear. So let's carry out our pledge to the people. Let's win our crusades against drugs and crime because a productive America is an America that's kicked the habit and put criminals behind bars where they belong. I have to just tell you a little experience out there in the road in virtually every big rally that we held in the last days of this campaign. They said, little something encouraging. You know, not too long ago, Nancy was speaking to a school class in Oakland, California, and a girl asked a question. She said, well, what do we do when someone offers us drugs? And Nancy said, just say no. Well, out in the road, because there were hundreds and hundreds of young people at every one of these rallies, very much present. And I would always try to recognize their presence there. And then I told them that I had a message from my roommate to deliver to them, that she wanted to deliver to them.  And in this limited time, these young people in every rally would come to their feet, and in many instances would say the no before I got to it, and then would chant, just say no, just say no. It was very heartwarming. And I found out that since that answer to a question in Oakland, there are more than 10,000 just say no clubs among our young people across the country. But our third aim is as straightforward as a phrase I used again and again during the campaign, peace through strength. And you know after using these words before audiences across the country, I just can't help thinking that for this administration, peace through strength is more than a policy. It's a promise, a promise we've made to the people and a promise we intend to keep. Hope alone can never lead to agreement with the Soviets. We must maintain our military preparedness and push forward with new technologies. And yes, that means SDI. So the bridge to real arms reduction and a just peace rests on two girders, military preparedness and the pursuit of advanced technologies like SDI. But in brief then, this is our agenda. Now of course there are those who say it cannot be done. You'll remember they first said that back at the beginning of the second term. And that was before we'd enacted all aid for the freedom fighters in Nicaragua, achieved progress to our genuine arms reductions at Reykjavik and passed the most sweeping, far reaching reform of the tax code in history. There's one nice thing about it, you know, when you haven't been around the town too much and then you come here, you discover that some of the things you can't do can be done. Well the truth is the voters reelected us in 1984 to keep the revolution alive. Not just for two years, but for four. And believe me, if you'd been out of the campaign trail with me hearing all those chants of four more years, you'd know just how much the country is with us. I told them that I assumed that they were suggesting I live four more years and I was in favor of that. There's much more work to be done, state of the union, budget preparation and arms negotiations. There are those who will continue to harp upon the obstacles, who dwell upon what they consider the certainty of failure. The only real certainty is that if we do nothing, nothing will be achieved. To those who say it cannot be done, I'll only say this in reply. The only thing that cannot be done is to allow the stirring challenges that face us to go unanswered. For two years more, my friends, let us make history together. Thank you for all you've done. God bless you. Thank you all for coming back to the job. Two more years. See you later.


In today's webinar, we'll be chatting about module number five, marketing campaigns and joining me to do that. Just that is Oli Shea and Helen Jeremiah. Oli and Helen, welcome. Thank you for taking time out on your Wednesday evenings to chat with us today. Brilliant. Thank you so much for having us. We're really, really thrilled to be in. Very excited to talk to you. Now, we're very lucky to have you and I believe you guys have a presentation. So by all means, take it away and we'll see you at the Q&A afterwards. Amazing. All right, brilliant. I'll just click on to the first slide and hand over to Helen. Thanks, Oli. And thanks so much for having us. We're delighted to be here to share with you a little bit about our world today. For those of you who don't know, we both work for Boots. We're a very well-known retailer, which is over 170 years old. Born from Jesse Boots, who was about democratising health care to the masses. And still today, we push on that ambition, but obviously with his wife, Florence, have ventured into the world of beauty as well. So we cover beauty, pharmacy, health, wellness, opticians, hearing care and much more. And we've continued to innovate over the many years.  And today we're still looking at how we can modernise people's health care. So, a great brand for us to work for. We're really looking at that we've got over 15 million advantage card holders with the ad card scheme. And this year we're celebrating its 25th year. Welcome and working on it now, which is why I think it's this year, this financial year for us. And we're going to be celebrating that big style. And we are super, super convenient. So most people are within 10 minutes of a Boots store. And of course, everybody's just a click away from Boots.com and all of our social channels. Our dot-com business is huge for us. It's grown over 100% since the start of the pandemic. Obviously, we knew that digital was, you know, really big and important area of the business. But the growth that we've seen and it has continued actually, been phenomenal for us and just really pushes home the importance of convenience and accessibility for customers. We've got an amazing marketing team. We're really lucky to work with around 120 wonderful people all on different elements of marketing, as we're going to talk a little bit about. And we've just recently launched a big campaign called Feel Good Is New, which was really to demonstrate that whilst everybody had been in lockdown, we had Boots and been reinventing ourselves. So we'd introduced 50 new beauty brands, new baby partnerships, new photo partnerships, loads of new healthcare services. And so we wanted to drive a campaign that sort of drove awareness of that. So our most recent campaign Feel Good Is New launched and we've been lucky enough to be named out of the month by marketing week in June for its effectiveness. So thanks to all of the work that Olly's team did on media effectiveness for us too. Our core team is set up as you would expect with marketing and comms, loyalty, media strategy and planning. We also do customer development and the big insight and research function for us as well as our very own in-house creative studio. So loads and loads of opportunity actually for career development to expand and really grow people's skills and loads of development opportunity for people. We work with lots of different agencies, one of the world's leading agency, WPP, Handelar Creative and Media, but also accessible with lots of other smaller agencies too. So again, that's amazing opportunity for us to learn from others and work with lots and lots of different creative teams. I rejoined Boots in marketing in October and Olly joined in May and we're just gonna do a little bit of an intro to ourselves before we kick off onto the topic. All right, so a little bit about me. So I'm Olly Sher, I'm the Omni Media Director of Boots. As Helen said, recently joined Boots, so actually joined in May. I'm actually born and raised in the UK as you can hear and kind of for the last 20 years, I've kind of worked both in the UK and abroad. Kind of my career to date has been a kind of range of companies I've worked across. So I've worked in retail, I worked for about 10 years in FMCG, I moved abroad to Amsterdam, worked for about six years at booking.com, building their media team there. And then I've just returned from Denmark where I spent the last few years at Echo Shoes, working and building that kind of growth and performance marketing teams there as well. I kind of worked across the world. So in Europe, worked on the US, that's Asia, which has been great to have the chance to work across a number of different markets. Always been very passionate about media. That's been my big passion always throughout my career. And also, I love the ability, which has been a really great thing. And one of the things I've enjoyed most about joining Boots is building the kind of mix between long-term brown building and then also short-term performance and marrying those two things together. Kind of things that really excite me are, I think for us and particularly some of the work that we're doing at the moment at Boots is really looking at how we can kind of put together kind of cutting edge marketing and building that towards some of the strategic business goals. So rather than marketing for marketing, it's about marketing and media as a kind of growth driver. And that's something I'm super passionate about is being able to prove and show the value that this work that we do does. And I think we'll talk a little bit about that in social in a minute. Yeah, and as I was saying, since the UK after seven years away in May to come and work for Boots, my role is kind of split as Omni-Media director. So I work on all of our consumer media, so everything from our TV to our PPC. And then the other half of my role is I look after the Boots Media Group, which is our supplier-based media. So it's when we actually sell our internal media to suppliers. So really, really excited to be with you today. Please do ask any questions you would want and I'll hand over to Helen. Thanks, Ollie. My career very, very different to Ollie's. So I've always been in Boots, but I've had loads and loads of different jobs. So I started as a scientist. I did a chemistry degree. So I came into our labs as a chemist, worked on developing products. So I started in skincare, moved into cosmetics, and then led all the work that we did on toiletries and hair care. I worked in contract manufacturing developing products for brands such as P&G, Schwarzkopf, Body Shop, and supermarket. So, British supermarkets like Sainsbury's but also international ones like Carrefour. And then also launched professional hair care market to the masses. So we worked with a lot of the professional hairdressers to take their brands out of the salons and bring them to the masses. And that was just a wonderful element of my career and still one of my most favorite jobs to today. We moved from there to lead a consumer and market insights team which was an amazing role. Richard Baker had come into Boots and was really keen on developing the strategy for Boots around customer focus. So like a really amazing job. And we learned from CVS in the States actually about how to bring that to life. So like a wonderful job and really engaged our executive team actually on what was important to customers. And then from there I was offered three different jobs. I stayed in the head of insights to move into our loyalty team or to come and work in brand marketing. So that's what was quite a nice easy transition having done in science because you understand customers really well. So I led marketing for many years for Boots. And then about four years ago moved into our global brands business which was around taking our brands internationally. Which for me was a perfect role because it was a combination of everything I've done before product development, supply chain manufacturing and marketing along with really understanding the customer from an insight perspective. So came back to Boots last October. And I thought because we were talking about social I thought I'd put on one of my pages on here. So obviously like most people we're all different people on social aren't we? This is my insta, it's for me really just to capture all of the work that we're doing on my very long-term projects on house renovation. Because I suppose my second job is our bond conversion and just making sure that we eventually don't leave a pile of rubble for my two young girls to inherit them rather than a finished project. So I thought I would distinctly that as a nice personal touch. Brilliant. Thanks. Now what Helen and I are going to do is we're just going to talk a little bit through. It's quite difficult to condense down all of the things we'd like to talk about in social down into a few different elements. So what we're going to do now is talk a little bit through some of the paid elements. I'll talk through some of that. And I hand over to Helen to talk about some of the organic elements and to share with you a little bit of some of our thoughts around what we think are some of the interesting and critical things to think about and consider when thinking about how to use social media as a business. So from a paid media side, I kind of thought about what are the kind of key things that I really think about when I think about how to use social media kind of readily from particularly from a paid. And I think what I started is it's been an enormous explosion of what you're able to do from a paid side in all of the social channels that are available now. And so really what probably the start point for everything I do is starting on kind of what platform is it that we want to utilize and kind of what role do I see it is? So when I think about that, I'm thinking about what is the type of opportunity that I want to utilize? What's the audience that I want to reach? Who is it that I want to talk to? But also what is the type of experience that they have? So the experience that someone may have on something like TikTok and the way in which they engage with that channel is very, very different from what they may have on YouTube as it may be different to what they may have on Facebook as they might do on Twitter. And I think when we think carefully about what we're actually trying to communicate to customers and we think about how we want to do that and what's the right thing to do within that channel based on what we're trying to achieve from a business objective perspective. That's why it's really now, there's such a plethora of opportunities. I really start with probably, well, what's the right kind of channel that we want to utilize and what's the role for that channel and how does it fit into the overall kind of construct of the way in which we might form out not only what we do in social, but also what we do in our overall marketing approach. I'd say the other key thing that I'm really always thinking about is really about the audience. So I think as you guys all know, social media is such a broad church now. It's used by pretty much everybody, whether that's people thinking that TikTok was only really for a very much younger audience is much, much broader. It's now across a much wider audience to utilizing it, or whether that's the way in which you can now reach a much broader audience on things like Facebook, Instagram, WhatsApp, whatever it would be. I really think about what's the audience that I want to reach, but the other side of it from a paid side is also about considering where in the funnel they are. So a lot of the times we talk about the funnel, we talk about the way in which we can reach customers at differing points in their journey. So whether that's looking to talk to them when they're really about changing the way in which they perceive a brand or drive awareness of a brand at the upper funnel, whether that's about thinking about what we might do in the mid funnel where you're maybe driving consideration or prospecting for it, or whether that's the lower funnel which is really remarketing when you have signals from customers about the things into which you already know about them that you want to be able to retarget or remarket to. So I think for me, I'm always really thinking about those two things. Firstly, who's the audience I want to talk to and therefore maybe how does that link to the first part which is about what's the right platform for us to use. And then secondly, what is the objective that I'm really looking to do? Is it about using a platform to drive awareness where it might be appropriate to use something like long form video on YouTube? Or is it much more relevant that I might want to use something where it's more about retargeting where I have a signal from a customer and then I can measure, I can actually see how I can reach them a different way where Facebook is absolutely brilliant on that. So those are just kind of the two start points. The other things I really think about quite carefully is about the KPI. That's probably linked to that last bunch is around what am I trying to achieve on the channel. A lot of the time we measure, nowadays we can measure pretty much everything. I think the key thing for us is really about thinking about what's the right measurement for that part of the funnel and for what we're trying to achieve. So I generally think a lot about how we can do that in the right way. So if I want to measure performance then there are many target, there are many KPIs that can do that whether that's return on ad spend, whether that's return investment. But if I'm thinking about things like awareness, there are different KPIs that I might want to think about. Maybe it's the reach of the campaign that I'm trying to get to or maybe it's the recall of the campaign or maybe it's just things like using brand lift studies where I can understand the effect of my advertising on consumers and how that, how what I show them versus not showing them has an effect on what they do. So proving out that it works. So I think linked a little bit to the kind of where what the objective is that you're using it for is really about the KPI that you should be using. And each of these channels is brilliant in being able to be set up in a way that you can effectively measure. So those are just a couple of key things. The other two that I have on here is something I believe in a lot, which is about innovation. And I think something that we really are pushing quite hard at Boots, which is about driving a test and learn agenda. And I think this is really important, particularly in the social channels where you have the ability to learn very, very fast. My old boss at booking used to always say it's better to fail fast and not to fail at all. And I think this is really, really important. So you can very effectively test creative, media strategies, tactics very easily and very quickly on social channels because you have a ready audience that's available. So if you're showing a customer only one creative, it's more difficult to understand whether or not that's the only thing that would work. If you're showing them two, that can allow you to understand whether one works better than the other and allow you to optimize that and improve on that. So my advice on that would be, always look at what you can do from a creative testing, from a format testing, from a performance testing that will really help you to understand. Don't be afraid if it doesn't go right because that's just as much of a good learning as if it's successful. So, and the last point from me just on paid media before I talk a little bit about some of the opportunities with some of the channels is really about, it's an ever-changing landscape. I mean, I think if you look at kind of the social landscape now or if you looked at it, probably over the last kind of five years, it's evolved so enormously and it's constantly evolving and I'm sure there will be many, many more, I think, even if you looked across the kind of pandemic, there were many alleged social meteors that came along. I think there was House Party that sprung up at one point which was like a video-based one and it now disappears. So it's always something new or different coming in and I think constantly being able to look at that, understand if that's the right place you should be for your audience and then also learn in that space and I generally apply a kind of model that looks at what I call the kind of now-new next which is looking at those places where there are now really relevant the likes of the Facebooks, the things that have scale, the next, the channels that are growing and evolving, things like TikTok that's becoming ever increasingly pretty much now moving into the now and then finally the new which is the stuff that's very niche, very edgy that you might wanna look at and see and how you can constantly understand how those things will move between them. So that's just a few kind of considerations. I only had two other slides I wanted to share with you which is a little bit about something that's very important to me which is about the targeting opportunities that you can find through some of these channels and this links a bit also to the kind of funnel that I was talking about just before. So when you're thinking about how you wanna reach your customers, a lot of the time now we talk a lot about first-party data and we talk about the richness and the power of first-party data. But what if you don't have that? What if we have lots of it at Boots? We have tons of it. But what if you don't have data and you're not able to use your own data? Well actually platforms like Facebook as examples of using here they have tons of data that's available which you can use to understand how you can reach your customers in the right way and whether that's things like behaviors and interests. So whether that's about looking at ways into which you can target different forms of information around reaching awareness based on maybe an audience that you want to reach to or whether that's about driving conversion which is just telling the platform that you want to find customers who are most likely to convert. The algorithms within the platform are so strong now that they're able to identify people based on the information that they have already in it. So don't be afraid if you don't have data that exists already or even having first-party information because there is ways into which you can reach that and set your goals. And again, this is also a really critical thing going back to what I was saying really understanding where you sit in the funnel and what you want to deliver will allow you to decide those different signals that you might want to use. So we also look at things like not only the behaviors of a customer but also any forms of intense signals. So is there a signal from them that they might for example, there's tons of data available on things people might be watching on YouTube or things people might already be viewing on Facebook or other channels that you can utilize to really build and design your campaign around. So my advice is don't feel that if you don't have data that you can't reach out and target customers but equally also be very clear about what you want to do, the audience you want to target and the objective that you want because there is such a wealth of information that exists within social media platforms now whether that's everything down to location. So at Boots we think a lot about not only about where the kind of behaviors of customers but also where they are from a location perspective because things like our pharmacy department has a really strong affinity to local customers rather than national. And so being able to understand where customers are and target them in a local level can also be hugely useful. So I suppose my thoughts are there's a plethora of data that's available to you for you to target and to go after. But if you do have first party data which is what we have a lot of how can you use that? So by first party I mean data that's consented by customers for you to use and to market to. And what this is, this allows you to do is to take that data and to work in collaboration with the platforms to look at how you can find those audiences. So enabling you to understand well maybe who are my most valuable customers and how do I reach them and find them? And using, we use that a lot from our ad card data to really understand that type of thing about really understanding how do we then again build campaigns that might drive awareness or consideration based on audiences that we're telling the systems are most relevant to us but that they can then also go out and find similar audiences like that as well. All the other option is things that we do a lot of as you move down the funnel and you get towards more of the sales driving activity which is more around using things called pixel data. So we add a small piece of code to our website that allows us to then tell Facebook and to train the algorithm within it how it's better to find the certain types of audiences that are really important to us whether that's for prospecting so looking at more mid funnel or whether that's a retargeting so if you've looked at a product and we chase you around the internet then that's also another part of what we can do. So that's just a very quick whistle stop tour of some of the things that I kind of think about from a paid perspective and then equally some of the things that I'm always thinking about when I start to think about how we can use targeting and our own data and other data sources. So I'm gonna hand over now to Helen to talk a little bit about how we can manage the organic side of our business. Helen. Thanks Olly. As Ollie said, to achieve our ambitions we really need to understand how customers are using the platforms and this really does change constantly. Someone once said to me, oh I haven't done media for a while I won't know what's going on I was like you have to constantly learn social like it's adapting and changing all the time so anytime's a good time to jump in and start learning honestly and it keeps you fresh and keeps you like close to it how to develop as well because social behaviors change so therefore expectations of consumers and the content that they're showing and where they see it and how they interact with it changes daily so we need to constantly change and adapt to really deliver against those expectations and honestly expectations are different in different channels something that you post on Pinterest might be very different to something that you post on Facebook especially from an organic perspective you really need to understand what it is customers want from you and how best to build engagement. I saw a question just pop up a moment ago which is how often should you post to build engagement but honestly I'd think about it differently like what we find from an engagement perspective is the more that we interact the more that the more engagement we get so for example we just posted one evening on TikTok Boots says hello and we got a few responses back saying well that's not Boots is it they're not there and to each and every single one we responded with something that demonstrated we were listening whether it was their hashtag or whatever it was and our engagement and actually following groove phenomenally that evening so you can really build engagement just by participating in the conversation we call it community management but it's a lovely way of building that engagement if you want my movement on that so and this is because people use social media in all different ways whether that's staying in touch with friends and family I think that was after the early days that's how a lot of people use in Facebook wasn't it just to connect to share photos to see what people across the world were doing I think more and more now people just fill up spare time they're always browsing and scrolling but also reading news stories finding entertainment I know people that weren't video consumers just spent hours now on TikTok because you can't avoid just watching all of that video and content topical stuff learning about things inspiration on how to do things what to buy so loads and loads of reasons for using social media and we need to be really cognizant of that and decide how therefore we want to show up as a brand and when we're doing that we think about three different things so if you want my moving on Ali firstly entertainment but then also relevance and authenticity because I think as a brand you've got to be really authentic to be part of that conversation so I'm just going to talk through a couple of examples on each of these so the first one entertainment what we found is that 84% of users visit social to find funny light content and in order to achieve cook through an engagement we have to be entertaining and I have a call to action that's focused to me the very needs of our two key audiences so we talk about entertainment so how can we be entertaining but also educate because we're obviously a tristed brand people want lots of knowledge from this and therefore if you look to the left hand side we obviously had an amazing partnership with Love Island and what we found was that where we were part of the conversation and it was working really well you know we'd be able to take edits of the show talk about the products that people were using really understand which products were selling the best that worked really really well for us but whereas you just pace a brand ad or just pictures of products with no real reason to find them that doesn't work at all from an entertainment level so definitely more on the left hand side to build engagement then if you think about relevance I think is next obviously with a really cluttered landscape consumers tune out like they really tune out and especially if it's not relevant to them so from an organic perspective we really need to shifting from just blasting out messages to massive people to really holding in on cultural relevance and inspiration so that involves a lot of social listening understanding what's important to people what's trending and how then we can respond whether that's the look of the season whether that's the right products to buy whether that's just a trend so social listening and then being able to respond really really quickly is really important I think for relevance and again responding in a really authentic way rather than just product placement works a lot better for us and then finally authenticity and then oh it's not changed the title on that apologies for that but it's really really important that we feel authentic and again you can't just I don't think you can just post something that says you know you need to buy this because like people really need to understand why so again really really ensuring that the content is relatable and authentic so genuinely people are using it they're genuinely trying it models aren't retouched you can achieve those looks with the boots products that we're providing the mascara really lengthens your eyelashes to that degree the skin pair takes three months to work not overnight you know really really honest authentic stories that people will believe in your brand because we're a trusted brand we need to make sure that our social channels support all of that too people have trusted boots for over 170 years as I said at the start and therefore anything we talk about demonstrate get involved with on social we need to make sure that we're really enhancing the trust and the credibility of our products and that's why anything with the boots logo on you can trust has got amazing quality amazing value has been tested to the highest limits it's extremely safe so you know we've got we've got a really credible brand and we need to make sure that our social elements really support all of that too I think that was it from the presentation perspective I think that's it maybe we can take some questions yes thank you so much Helen and Ollie for that that was fantastic we have had some questions come through let's kick off with the first one so someone has asked what is your top tip for managing social media as a one person business how would you manage the content creation competitor research repurposing content etc etc maybe I'll take a pace I think from my side I think it's be focused on the channels that are most relevant for you don't try and do everything because I think that's what makes it quite tough if you try and do absolutely everything and try and be on all channels at once I think really focus on the the things that matter to you and your audience be in the right place for that and from a paid side make the right investment so don't probably spread yourself really thinly across everything just take some consolidation on that and really focus maybe on the channels that matter for your audience Helen I don't know what your thoughts are on that I'm really sorry can you repeat the question I've just had an urgent request about something we've just launched in social sorry that's fine no the question is what is your top tip for managing social media as a one person business how would you manage the content creation competitor research and content it's definitely tough and I think especially when you need to be agile and responding we try and do a couple of things so the first thing is we build what we call a content calendar for the year or for the week or for the day so really understanding what it is, what conversations we want to be part of so something like I don't know breast cancer awareness or national lipstick day like how do we decide what we want to be part of and then also decide what we want to lead on that then enables us to decide how we'll produce the content so would it be our own produced content or would we borrow collateral from other brands and that then means that we can be organized and plump enough to produce some of that in advance so that's ready to go so then that leaves you a bit of time to do the social listening responding to the trends for a moment so then you can work in a really agile way so we try and do an element of planned because we know what we'll want to be part of to free up some space because we've got just two people in our organic social team for a huge brand like us so it is possible so just off the back of that obviously the social listening and the trends that change it seems like every minute how do you because obviously yes there's an element of planned and then there's the element of on-fly is that meetings every hour is that sending a text like oh I've just seen this how do you both sort of approach the speed of which social media does go there's there's very different ways actually so you tend to find people that work in social or on the trends just because they're naturally scrolling themselves so you know we knew Glow was coming before it before it launched really you know so there's that there's some platforms that do the trends for you so TikTok's a great one where what's trending is a really key thing and we can just be part of that we've also got a trends team so within our insight function we've got a trends team that help us identify really long-term macro trends and then more in the moment even down to you know what will people want to see this Christmas so so loads of different ways that we can tap into that but then also we've got the social listening tools and we've got our customer service centre as well so often we'll get feedback from them and from that you can hear often what people want to know more about from it so for example you know during Covid they wanted advice on wearing masks products to use so we listened to all of that and then we produced video content for YouTube channels so that we were able to provide the advice and inspiration that they needed Oli have you got anything to add? No I completely agree with that and I think it's one of those things where you know preparation is probably the most critical thing and being I think from my side the other side is there's lots of I think sometimes things appear to be spontaneous but in fact they're quite I would say they're a bit more telling us about plans or a bit more anticipated so I think I used to work on alcohol and we used to do a lot of sports sponsorship and realistically there's lots of different outcomes that can happen but realistically there's probably a limited number so you can prepare for that so I think being prepared for it also getting into the trends there's so much that's available there already and a lot of people who work on social media are just in it and I think looking at not what only you're doing, your competitors are doing but also what the industry is doing I think is much much easier now and there's a lot more free tools available as well that will help you with that and even simple things like posting you know you can schedule a lot of it now to make it easier and then on the paid side it's becoming much more automated so you can set targeting goals so it will adjust based on you know when people are online, when they're looking and adjust the pacing for that so yeah I think just in preparation use of tools I think that's obviously just my bills now we've got time for one more question that I'm going to send out to both of you so the last question is being a social media manager slash freelancer a reliable job or is it better to work through a company and what I'll give you my very quick thought on it is I think in all of these industries at the moment there's a huge demand for people and the industry so someone's trying to ring me at the same time you're both very busy my goodness everything's going off we're on the brink of launching a Christmas campaign everyone is it's a really crazy time for both of you so my apologies now I mean what I would say is I think there's a huge demand in the industry at the moment for this type of skill set so I think for you know social media managers for people in that space there is a real demand for this talent so I think my advice would be you know there is a demand out there and when there's demand then there's going to be people who want to get you to work for them so it probably gives you the ability to work in more of a freelance but equally also you know if you want to work for a company there are lots of companies we are one that is obviously investing in the space as well so I think there's a lot of opportunities out there for people if they really want to get behind it Helen I don't know what you think I think either is a good option and I think often it depends on your flexibility and what you want our social media manager she has just left on a career break actually she's got a new baby who's one year old her mother not very well and also she wants to have a go at setting up her own business as an influencer so and I'm sure she'll make an absolute success of it but you know I think both options depends on your own personal situation and I think and also whether you like you know that security of knowing that you've got the income coming in because you know like holidays and all of that or whether you just prefer the flexibility and choosing when you want to work as Ollie says at the minute the market is hot enough to do either I think and I think that is going to bring us to a close for this session so thank you everyone for all of your questions thank you again Ollie and Helen