Welcome back to the CUBE coverage of Red Hat Summit 21, 2021. I'm John Furrier, host of theCUBE, it's virtual this year as we start preparing to come out of COVID, a lot of great conversations here happening around technology. This is the emerging technology with Red Hat segment. We've got three great guests, Steve Watt, manager, distinguished engineer at Red Hat, Earl Singh, senior software engineer at Red Hat and Luke Hines, who's the senior software engineer as well. We've got the engineering team. Steve, you're the team leader, emerging tech within Red Hat. Always something to talk about. You guys have great tech chops, it's well known in the industry and obviously now part of IBM, you've got a deep bench. How do you view emerging tech? How do you apply it? How do you prioritize? Give us a quick overview of the emerging tech scene at Red Hat. Yeah, sure. It's quite a conflated term. The way we define emerging technologies is that it's a technology that's typically 18 months plus out from commercialization. And this can sometimes go six months either way. Another thing about it is it's typically not something on any of our product roadmaps within the portfolio. So in some sense, it's often a bit of a surprise that we have to react to. So no real agenda. It's not, I mean, you have some business unit kind of probably, but you had to have first principles within Red Hat, but for this, you're looking at kind of the moonshots, so to speak, the big game-changing shifts, quantum. You know, you got now supply chain from everything from new economics, new technology. Was that kind of getting it right? Yeah, I think we definitely use a couple of different techniques to prioritize and filter what we're doing. The first is something will pop up and it'll be like, is it in our addressable market? So our addressable market is that we're a platform software company that builds enterprise software. And so, you know, it's got to be sort of fit into that. As a great example, if somebody came up, came to us with an idea for like a drone command center, which is a military application, it is an emerging technology, but it's something that we would pass on. Yeah, I mean, obviously it makes sense, but also what's interesting is that you guys have an open source DNA, so it's you have also a huge commercial impact. And again, open source is one of the fourth, fifth generation of awesomeness. So, you know, the goodness is open source is well proven, but as you start getting into this more disruption, you got the confluence of, you know, core cloud, cloud native, industrial and IoT edge and data. All of this is interesting, right? This is where the action is. How do you guys bring that open source, community participation? You got more stakeholders emerging there before. Steve, break down how you guys manage all that complexity. Yeah, sure. So I think that the way I would start is that, you know, we like to act on good ideas, but I don't think good ideas come from any one place. And so we typically organize our teams around sort of horizontal technology sectors. So you've got, you know, Luke who's heading up security, but I have an edge team, a cloud networking team, a cloud storage team, cloud application platforms team. So we've got these sort of different areas that we sort of attack work and opportunities. But, you know, the good ideas can come from a variety of different places. So we try and leverage co-creation with our customers and our partners. So as a good example of something we had to react to a few years ago was Knative, right? So that sort of a new way of doing serverless and inventing on top of Kubernetes, that was originated from Google. Whereas if you look at quantum, right? IBM's the actual driver on quantum science and that originated from IBM. We're parole, we'll talk about exactly how we chose to respond to that. Some things are originated organically within the team. So Luke talking about Sixth Law is a great example of that. But we do have a, we sort of use the addressable market as a way to sort of focus what we're doing. And then we try and land it within our different emerging technologies teams to go tackle it. Now you asked about open source communities which are quite interesting. So typically when you look at an open source project it's there to tackle a particular problem or opportunity. Sometimes what you actually need commercial vendors to do is when there's a problem or opportunity that's not tackled by any one open source project. We have to put them together to create a solution to go tackle that thing. That's also what we do. And so we sort of create this bridge between Red Hat and our customers and multiple different open source projects. And this is something we have to do because sometimes just that one open source project doesn't really care that much about that particular problem. They're motivated elsewhere. And so we sort of create that bridge. We got two great cohorts here and colleagues parole on the quantum side. And you got Luke on the security side. I'll start with you. Quantum is obviously a huge mentioned IBM. Great leadership there. Quantum on open shift.  Just that's not coming together from me in my mind. It's not the first thing I think of but it really sounds compelling. Take us through how this changes the computing landscape because heterogeneous systems is what we want and that's the world we live in but now with distributed systems and all kinds of new computing modules out there. How does this make sense? Take us through this. Yeah, Jones. But before I think I want to explain something which is called quantum supremacy because it plays very important role in the roadmap that been working on. So quantum computers, they are evolving and they have been around but right now you see that they are going to be the next thing. And we define called quantum supremacy as let's say you have any program that you run or any problem that you solve on a classical computer. Quantum computer would be giving you the results faster. So that is how we define quantum supremacy when the same workload are doing better on quantum computer than they do in a classical computer. So the whole drive is all the applications or all the companies they're trying to find avenues where quantum supremacy are going to change how they solve problems or how they run their applications. And even though quantum computers, they are there but it is not as easily accessible for everyone to consume because it's a very new area that's being formed. So what we were thinking how we can provide a mechanism that you can connect these two worlds. You have a classical world, you have a quantum world and that's where a lot of thought process went and we thought, okay, so with OpenShift we have the best of the classical components. You can take OpenShift, you can develop, deploy run your application in a containerized platform. What about you provide a mechanism that the workloads that are running on OpenShift they are also consuming quantum resources or they are able to run the computation on quantum computers, take the results and integrate them in their normal classical workloads. So that is the whole, that was the whole inception that we had and that's what brought us here. So we took an operator based approach and what we are trying to do is establish the best practices that you can have these heterogeneous applications that can have classical components talking to or interacting the results or exchanging data with the quantum components. So I got to ask with the rise of containers, now Kubernetes at the center of the cloud native value proposition, what workloads do you see benefiting from the quantum systems the most? Is there, do you guys have any visibility on some of those workloads? So again, it's a very new, it's a very, it's real very early in the time and we talk with our customers and every customers they are trying to identify themselves first where these quantum supremacy will be playing the role. What we are trying to do is when they reach there we should have a solution that they could use the existing infra that they have on OpenShift and use it to consume the quantum computers that may or may not be inside their own cloud. Well, I might want to come back and ask you some of the impact on the landscape. I want to get the look real quick because I think security, quantum breaks security potentially some people have been saying but you guys are also looking at a bunch of projects around supply chain which is a huge issue when it comes to the landscape whether it's components on a machine in space to actually handling data on a corporate database. You guys have SIGstore, what's this about? Sure, yeah, so SIGstore, a good way to frame SIGstore is to think of let's encrypt and what let's encrypt did for website encryption is what we plan to do for software signing and transparency. So SIGstore itself is an umbrella organization that contains various different open source projects that are developed by the SIGstore community. Now SIGstore will be brought forth as a public good nonprofit service. So again, we're very much basing this on the successful model of let's encrypt. SIGstore will enable developers to sign software artifacts, bills and materials, containers, binaries, all of these different artifacts that are part of a software supply chain. These can be signed with SIGstore and then these signing events are recorded into a technology that we call a transparency log which means that anybody can monitor signing events and a transparency log has this nature of being read only and immutable. It's very similar to a blockchain. It allows you to have cryptographic proof auditing of a software supply chain. And we've made SIGstore so that it's easy to adopt because traditional cryptographic signing tools are a challenge for a lot of developers to implement in their open source projects. They have to think about how to store the private keys, do they need specialist hardware. If they were to lose a key, then cleaning up afterwards the blast radius of the key compromise can be incredibly difficult. So SIGstore's role and purpose essentially is to make signing easy, easy to adopt by projects. And then they have the protections around there being a public transparency log that could be monitored. So this is all about open, being more open makes it more secure as the thing. Very much, yes, yes. It's that security principle of the more eyes on the code, the better. So let me just back up, is this an open, you said it's going to be a non-profit organization? That's correct, yes, yes. So all of the code is developed by the community. It's all open source. Anybody can look at this code. And then we plan alongside the Linux Foundation to launch a public good service. So this will make it available for anybody to use it, be a non-profit free to use service. So Luke, maybe Steve, if you can weigh in too on this. I mean, this goes back, if you look back at some of the early cloud days people were really trashing cloud as there's no security and cloud turns out it's a more security now with cloud given the complexity and scale of it. Does that apply the same here? Because I feel this is a similar kind of concept where it's open, but yet the more open it is the more secure it is. And then it might have a be a better fit for say an IT security solution because right now everyone's scrambling on the IT side whether it's zero trust or endpoint protection everyone's kind of trying everything in sight. And this is kind of changing the paradigm a little bit on software security. Could you comment on how you see this playing out in traditional enterprises? Because if this plays out like the cloud, open wins. So Luke, why don't you take that and then I'll follow up with another lens on it which is the operate first piece. Sure, yes. So I think in a lot of the ways this has to be open this technology, okay? Because this way we have transparency, the code can be audited openly, okay? Our operational procedures can be audited openly and the community can help to develop not only our code, but our operational mechanisms. So we look to use technology such as Kubernetes Openshift operators and so forth. Six store itself runs completely in a cloud. It is cloud native, okay? So it's very much in the paradigm of cloud. And yeah, essentially security always it operates better when it's open. I found that from looking at all aspects of security over the years that I've worked in this realm. Okay, so just to add to that some other context around six store that's interesting which is software secure supply chain. So six store is a solution to help build more secure software secure supply chains or more secure software supply chain. And so there's a growing community around that and there's an ecosystem of sort of cloud native Kubernetes centric approaches for building more secure software. I think we all caught the SolarWinds attack at sort of enterprise software industry is responding sort of as a whole to go and close out as many of those gaps as possible reduce the attack surface. So that's one aspect about why six store so interesting. Another thing is how we're going about it. So we talked about, you mentioned some of the things that people like about open source which is one is transparency. So sunlight is the best disinfectant, right? Everybody can see the code. We can kind of make it more secure. And then the other is agency where basically if you're waiting on a vendor to go do something, if it's proprietary software you really don't have much agency to get that vendor to go do that thing. Whereas the open source, if you're tired of waiting around you can just submit the patch. So what we've seen with package software is with open source we've had all this transparency and agency but we've lost it with software as a service, right? Where vendor or cloud service providers are taking package software and then they're making it available as a service but that operationalizing that software that is proprietary and it doesn't get contributed back. And so what Luke's building here as long along with our partners Dan Lawrence from Google, very active contributor in it the is the operational piece to actually run six store as a public service is part of the open source project. So people can then go and take six store maybe run it as a smaller internal service. Maybe they discover a bug. They can fix that bug contributed back to the operationalizing piece as well as the traditional package software to basically make it a much more robust and open service. So you bring that transparency and the agency back to the SAS model as well. Luke, if you don't mind before I end this segment portion of it, the importance of immutability is huge in the world of data. Can you share more on that? Because you're seeing that as a key part of the blockchain, for instance having this ability to have immutability because people worry about how things progress in this distributed world whether from a hacking standpoint or tracking changes, immutability becomes super important and how it's going to be preserved in this new six-door way. Oh yeah. So immutability essentially means cannot be changed. So the structure of something is set. If it is any way tampered or changed then it breaks the cryptographic structure that we have of our public transparency service. So this way anybody can effectively recreate the cryptographic structure that we have of this public transparency service. So this immutability provides trust that there is non-repudiation of the data that you're getting. This data is data that you can trust because it's built upon a cryptographic foundation. So it has very much similar parallels to blockchain. You can trust blockchain because of the immutable nature of it and there is some consensus as well. Anybody can effectively download the blockchain and run it themselves and compute that the integrity of that system it can be trusted because of this immutable nature. So that's why we made this an inherent part of six-door is so that anybody can publicly audit these events and data sets to establish that they're tamper-free. That is a huge point. I think one of the things beyond just the security aspect of being hacked and protecting assets. Trust is a huge part of our society now not just on data, but anything that's reputable whether it's videos like this at being deep faked or news or any information. All this ties to security again, fundamentally and amazing concepts. Really want to keep an eye on this great work. Pearl, I got to get back to you on quantum because again, people love quantum. It feels like so sci-fi and it's like almost right here, right? So close and it's happening. And then people get, oh, what does that mean for security? We'll go back to Luke and ask him, will quantum hack crypto? But before we get started, I'm curious about how that's going to play out as a project because is it going to be more part of like a CNCF? How do you bring the open source vibe to quantum? So that's a very good question because that was a plan, the whole work that we are going to do related to operators to enable quantum is managed by the open source community. And that project lies in the Q-Skit. So Q-Skit has their own open source community and all the modification, oh, by the way, I should first tell you what is Q-Skit. So Q-Skit is the SDK that you use to develop circuits that are run on IBM or Honeywell back in. So there are certain quantum computers back in that support circuits that are created using Q-Skit SDK, which is an open source as well. So there is already a community around this, which is the Q-Skit open source community. And we have pushed the code and all the maintenance is taken care by that community. To answer your question about if we are going to integrate it with CNCF, that is not in the picture right now. We are, it has a place in its own community and it is also very niche to people who are working on the quantum. So right now you have like the contributors who are from IBM as well as other communities that are specifically working on quantum. So right now I don't think so we have the map to integrated with CNCF, but open source is the way to go and we are on that trajectory. You know, we joke here at the cube that a cube bit is coming around the corner can help but weave that in a different, with a C. But Luke, I want to ask you, one of the things that while you're here, your security guru, I wanted to ask you about quantum because a lot of people are scared that quantum is going to crack all the keys on encryption with this power and more hacking. You're just comment on that. What's your reaction to that? Sure, yes, that's an incredibly good question. This will occur, okay? And I think it's really about preparation more than anything. Now, one of the things that we, there's a principle that we have within the security world when it comes to coding and designing of software and this aspect of future cryptography being broken as we've seen with the likes of MD5 and char one and so forth. So we call this algorithm agility. So this means that when you write your code and you design your systems, you make them conducive to being able to easily swap and pivot the algorithms that you use. So the encryption algorithms that you have within your code, you do not become too fixed to those. So that if as computing gets more powerful and the current sets of algorithms are shown to have inherent security weaknesses, you can easily migrate and pivot to a stronger algorithm. So that's imperative really is that when you build code, you practice this principle of algorithm agility. So that when char two, five, six, or char five, 12 becomes the char one, you can swap out your systems. You can change the code in a very least disruptive way to allow you to address that floor within your code and your software projects. You know, Luke, this is mind bender right there because you start thinking about what this means is when you think about algorithmic agility, you start thinking, okay, software countermeasures, automation, you start thinking about these kinds of new trends where you need to have that kind of signature capability you mentioned with this project you're mentioning. So the ability to actually who signs off on these, this comes back down to the paradigm that you guys are talking about here. Yes, very much. So there's another analogy from the security world. They call it turtles all the way down, which is effectively you always have to get to the point that a human or a computer establishes that first point of trust to sign something off. And so it's a world that is ever increasing in complexity. So the best that you can do is to be prepared, to be as open as you can to make that pivot as and when you need to. Pretty impressive, great insight. Steve, we could talk for an hours on this panel, the emerging tech with Red Hat. Just give us a quick summary of what's going on. Obviously you got a serious brain trust going on over there, real world impact. I mean, you talk about the future of trust, future of software, future of computing, all kind of going on real time right now. This is not so much R and D as it is the front range of tech. Give us a quick overview. So the first thing I would tell everyone is go check out nex.redhat.com. That's got all of our different projects, who to contact if you're interested in learning more about different areas that we're working on. And it also lists out the different areas that we're working on. But just as an overview, so we're working on software defined storage, cloud storage, Sage wheel, the creator of Zeph is the person that leads that group. We've got a team focused on edge computing. They're doing some really cool projects around very lightweight operating systems that and Kubernetes, you know, open shift based deployments that can run on, you know, devices that you screw into the sheet rock, you know, for that's really interesting. We have a cloud networking team that's looking at OVN and just intersection of EBPF and networking and Kubernetes and then, you know, we've got an application platforms team that's looking at quantum, but also sort of how to advance Kubernetes itself. So that's the team where you got the persistent volume framework from and Kubernetes and that added block storage and object storage to Kubernetes. So there's a lot of really exciting things going on. Our charter is to inform Red Hat's long-term technology strategy. We work, my personal philosophy about how we do that is that Red Hat has one branch in product engineering focuses on their product roadmap, which is by nature, you know, the six to nine months. And then the longer-term strategy is set by both of us. And it's just that they're not focused on it. We're focused on it. And we spend a lot of time doing disambiguation of the future. And that's kind of what we do. We love doing it. I get to work with all these really super smart people. It's a fun job. Well, great insights. It's super exciting, emerging tech within Red Hat. Obviously the industry, you guys are agile, you're open source, and now more than ever, open source is a productization of open sources happening. It's such an accelerated rate. Steve, thanks for coming on. Pearl, thanks for coming on. Luke, great insights all around. Thanks for sharing the content here. Thank you. Our pleasure. Thank you, Joe. Okay, we're more Red Hat coverage after this video. Obviously emerging tech is huge. Watch some of the game-changing action here at Red Hat Summit. I'm John Furrier. Thanks for watching.


We are very glad indeed to be participants at this conference which is organized by Interpol and UNEP. Today this being the second conference. We would like to reiterate that indeed we have a very good working relationship with Interpol. There's a lot that we're doing together from the point of view of investigations. Whenever we have a case of rhino horn poaching being found somewhere, Interpol is always there to work with us. And indeed that partnership we are saying must grow from strength to strength. The second thing is in the space of ensuring that we ensure that the sustainable development goals are implemented. In that direction we don't see how anyone of us without Interpol can actually make that happen and therefore strongest of the partnerships must be developed. There's a lot of transnational money that's going around transnational crime and within our own territories as countries in particular South Africa will not be able to follow that money, will not be able to follow up those particular criminals and the syndicates in particular. So this partnership is of great value to us with Interpol and we see out of this conference of today, resolutions that will be coming out of here being implemented. We as South Africa have taken the previous resolutions into serious cognizance and have implemented them. And the resolution that I'm talking about in particular here is the nest about nest. That has actually helped South Africa to go back home to integrate all our resources and putting them into one. As I speak in the Kruger National Park we're able to detect that there are 12 insurgents at any given time moving into the park and we're able to deploy our resources properly through this kind of mechanism that we learned about here as part of the resolution. So we will continue to even go further to implement the next resolution set of resolutions that will be taken at this conference. Certainly that will be good and that will take the world forward in terms of dealing with these criminals.


Hey what's up guys welcome to trending reviews so if you've seen one of my previous videos on the one-year review of my Range Rover Villa then you would have seen that I wasn't really happy that it doesn't have the Android Auto or the Apple CarPlay options to purchase so that's changed now and Land Rover have released the purchase option so I've gone ahead and installed Android Auto and Apple CarPlay into my car so I'm going to give you a quick demo on how that looks and give you guys another view of what it can do. Alright guys so the first thing you need to do is download the Android Auto app on your Android phone or if you have an iPhone then on the iOS store get the Apple CarPlay app so I've got it installed on my Samsung S10 plus here so if I go ahead and open the app this is basically linked to the screen there so you have all of the options here so the one thing I really wanted to point out is if you just want to go into settings and play around with how the wi-fi the okay google assistant works and also the Bluetooth options then you can change that there likewise if you go into the settings you can also have a look at all the different apps that are compatible for Android Auto by clicking on this scrolling down here in the app store there and then explore all apps there at the bottom if you click on more you'll see that there's a variety of different apps that you can download that can be compatible with your Range Rover Villa screen so there's probably a couple of hundred here so most of these are going to be audio apps so they're either audio books or radio stations but you also get the chat applications as well so messenger services and that kind of stuff so have a look around there might be something you like to use there but the most common ones obviously would be the navigation ones and the music ones like Spotify, Waze and Google Maps so I'll be showing you that now the way this works is I'm going to exit this from my phone so the main thing you need to do is make sure you plug in your USB charging cable into your phone first and then make sure you allow this to be used via your screen if you're doing this for the first time so you click on allow then on your home screen here if you just navigate to the menu items you can see there's two options here this Apple CarPlay and this Android Auto so I'm going to go ahead and select Android and as you can see it's now opened up and started playing the music as well from Spotify so that's really cool I'll put the volume down slightly now all you need to do is look at the menu options there at the bottom so the one on the left is the navigation you have the phone options you have the main screen option which is the dashboard you're seeing right now and then you have the music option as well for apps like Spotify so if I go on to the music one you can see there's the Ed Sheeran song playing and you can also go down to all of your different songs that you have in your queue if you go back you can also have a look at your recent plays your library all the different playlists you have so you can keep scrolling through there's various different things you can do it's just like using a Spotify app on your phone it's not the fastest responsive application using Android Auto but nonetheless it does a really good job if you want to use that all right so now moving on to this button on the bottom left this is the navigation button if you select that it will go into your default navigation which I've currently set as Waze but if you press it again it will go and give you a list of all the different navigation applications you've downloaded so I have two Google Maps and Waze so you can easily switch between both of them if you'd like to so going back into Waze if you'd like to do a search then you can use the search box here but what I really like about this is that you can also use the voice command with Google Assistant to take you anywhere you like so for example take me to Oxford Street okay handing off to Waze this will give you a list of recommendations you can just cycle through to find which one you're looking for so let's just go ahead and use this it gives you that recommendation and then obviously you select go and the navigation should begin so that's really cool I really like the voice commands it makes it things a lot easier there's also menu options you can do in Waze there as well but if you'd like to use another navigation application you just press that button again switch and I'll select Google Maps and then you'll be able to continue your navigation there and again this also allows you to use Google voice commands to take you anywhere you'd like so that's pretty much straightforward information about using navigation it works really well one thing I have noticed is if you do connect your phone to the USB cable sometimes Android Auto will not detect it and it asks you to use the original charging cable so that it can pick it up and I've had that on a couple of occasions but make sure you use the original cable I'm not using the original cable and so far it's fine I've only had that problem a couple of times all you have to do is disconnect and reconnect and it should come up again so that should give you a brief update on everything on Android Auto it's pretty straightforward it's very simple there's not an overload of options but it does give you very useful functionality if you do have any questions if you want to see any other videos on my Range Rover Velar series I have that linked in the playlist in the description below if there's anything you want me to try using Apple CarPlay or Android Auto do drop a comment and I'll try to get back to you as soon as possible I hope that was useful guys and do make sure you like and subscribe and I will catch you guys at the next one


Welcome to Think Tech Hawaii and this show is the state of the state of Hawaii. I'm your host Stephanie Stoll Dalton. This show reports on key local and national events and issues that impact our state and we invite guests who have expertise and informed viewpoints on on these topics and their impact on the state. The show's coverage includes small business issues, the economy of the state, government, politics, law, public health policy, safety, transportation, education and and many others. Viewer's topics and suggestions or recommendations are are very welcome and can be sent to the program's website at ThinkTechHawaii.com. Today's show focuses on Hawaii's economy under or now in the wake hopefully of COVID-19 as fiscal relief comes to the islands in the latest Corona Aid Relief Economic Security Act or the CARES Act. And what is this relief and how will it impact Hawaii? Is it enough to revive state and city county budgets? In other words, will it be in Hawaii's Goldilocks zone and make everything just right again or close to it? So today my guest is Associate Professor Colin Moore from the University of Hawaii at Manoa where he's the Director of the Public Policy Center. Dr. Morris expertise is in public policy and governing including close study of Hawaii and publications relating to its circumstances and he can enlighten us on how the state, city and county benefits from this relief. So welcome Professor Colin Moore. Thanks great to be here Stephanie. Mahalo for joining us today. What we're here is to talk about this relief pack, this relief act and if this is the best news Hawaii said and is it in what I'm referring to as the Hawaii's Goldilocks zone and that is is it just right for us? What does it look like to you? Sure well maybe I can just describe it a little bit. It is certainly great news because whether it's enough we can talk about but without this the state of Hawaii would be in desperate straits. I mean we would have be furloughing public sector workers slashing school budgets in this state has been is among the hardest hit of the COVID pandemic because our economy is so closely connected to tourism and industry that basically collapsed during this period and we have one of the highest rates of unemployment in the country and all of that of course takes a huge hit to the state budget. So the expectation is that Hawaii is going to get six billion dollars from this package which is an enormous amount of money. Now not all of it's going to go directly to the state so about two point two billion dollars of that is going to go to state and county government so maybe I can just break this out a little bit. So the counties are going to get big chunks of money and that's very important so it'll it'll go all the way from Hawaii which gets 13 million to Honolulu which will get 365 million. Unemployment assistance is a big chunk of this to shore up our unemployment fund and that of course is connected to the expansion of unemployment benefits that's about 575 million. A big chunk of this is for rental and mortgage relief that's about 250 million and so this will we've had a rental assistance program this helps keep people in their units and helps keep landlords being paid which in Hawaii actually is very important because not only do we have tremendously high cost of housing here we don't have a lot of corporate landlords and so a lot of our local landlords are sort of mom and pop landlords who own a few properties and really have had a tough time weathering this because of course you know they don't have huge corporate reserve funds to continue to pay their mortgages so that's going to help. 150 million will go to various health care systems some of this will be a slight reduction in the price you'd pay for health care they're covering Cobra if you've lost your job during this period. Then I think any parent would be happy to hear that Hawaii schools are getting a lot of money so there's 634 million going to schools that and that I mean it's mainly DOE schools and Stephanie before we started we were talking about how much money would go to UH and I just found the number right before we got on it's actually 158 million and that would that goes to support the whole UH system so all 10 campuses of the University of Hawaii system including the flagship Manoa campus and this I mean as someone who is employed by the University of Hawaii that is a great relief to me personally but I mean this is a sort of time where students who are not employed can come back to school and universities need those resources to keep offering classes and providing tuition and support for those students. The last few chunks are about 80 million going to Native Hawaiian programs that's split between health care and education and then some money for small businesses vaccine distribution and then finally the last big chunk is the 1.7 billion that'll be distributed in those $1400 stimulus checks to Hawaii residents. And yeah that that makes up what are they about 17 percent of the total the stimulus right checks I think they are yeah and does this mean I'm glad to clarify the dire straits that this date is in I think you know it certainly that's been publicized but I mean it's really been taught on a lot of people so these questions about is this enough or sincere and is the city county going to get a decent allotment I know you said there's allotment for the state and also for the city county is that going to be enough to get us back to par on the budget or are we staring down tax tax increases you think. I think it depends on how quickly our economy recovers I think it's enough to fill some holes right now and it's more than enough for that I mean this is this will provide many for for other projects I mean but I think the question is can our economy recover in time to be back on track when the stimulus runs out I think that's the big question in my mind because I don't think we're going to get another big stimulus I mean this is a huge amount of money but this is probably all we're going to get I mean certainly in terms of money that would go directly to cover public sector budgets and so Hawaii this is you know this could be a little dicey because our we had a huge decline in our GDP obviously that affects tax revenue and and we've this will help us be okay probably for the next year or so but the question is is tourism going to come back if that doesn't happen then we're going to continue to have these problems paying for our public sector paying for our schools and I know not everyone likes tourism and I think you know part of this maybe on a different program we can talk about how to reinvent tourism in Hawaii but the truth of the matter is that's still the biggest part of our economy and certainly the one that has declined the most during this pandemic so we had about 500,000 visitors in 2020 that's about a fifth of the of the number in the same period in 2019 so we are way way way way down and people are coming back but I think it depends on the speed they return and the real unknown question is how this will affect international travel so I think a lot of economists and I agree with them expect that tourism will rebound from the US mainland relatively quickly but the international tourists particularly those from Japan who spend much more money per tourist than mainland tourists I don't think that's going to come back any time soon probably not within the next year or so so that's a long answer to your question but it's enough right now but it may not be enough in the future okay because they'll be seeking further afield destinations and rather than just Hawaii well I think it's probably just because they won't be able to leave they won't be able to travel internationally oh because of their count their country's rules right right or our country rules or our country rules okay well you know I these are such good important points and very informative and given that 11 percent and given the point that this is it for undoubtedly this is it for handouts if we want to call it that for relief but 11 percent of the act is dedicated to to the relief checks which is a nice piece and certainly citizens will benefit from having that additional funding but no is is that at the level of really helping them and especially given we're not going to have this happen again so and if the economy doesn't rebound so what what do you think about that 11 percent and those relief checks what do you do you think is going to happen to those in the hands of of the citizens are they going to save them are they going to pay their rent what are the circumstances you think out there well I think that yeah that's a great question I mean you have to remember it'll be of course the $1400 is also in addition I mean that's on top of for people who are unemployed the expanded and augmented unemployment benefits so I mean one of the odd things we saw during COVID because of these relief packages is that poverty actually declined in the United States which is an unusual thing to have happened but because people were benefiting from augmented employment and the stimulus checks they that actually took some very poor people and brought them up a little bit now that's obviously not sustainable that won't last beyond these stimulus packages but it has had a huge difference I think the I mean made a huge difference I think the fear is that what happens when this ends and we still have a relatively high unemployment rate because it's going to end the other the other thing that's going to help a lot that has gotten some attention but I want to make sure I emphasize here is the the change in the child tax credit and this may become something that's permanent so there's a one-year boost in the child tax credit which would provide 3600 for parents with children each child under six three thousand for each child under 18 and that is a huge amount of money because unlike the way this was previously structured not only is it more money but all of the money these are refundable tax credits which means that even if you don't pay any money in income taxes you're still going to get the credit the credit in in the form of a check from the government for to support your children and so that is another huge boost to the family budgets of poor folks or even middle-class folks because this extends up relatively high so I think that's that's very interesting and it does relate to some criticism I wanted to bring up of this relief package and that was from Larry Summers who's an economist a Harvard professor and he was very critical of this unemployment insurance boost because he sees that that is the kind of thing that that maybe characterizes a lot of the payments of the funding in the in the ad which is it's well more than is needed and that most of the payments out of unemployment insurance have been above the levels of earnings before this whole catastrophe began and that he doesn't see it as enough of an incentive to get back to work and he doesn't see that as the best way to target the money what do you think about that criticism yeah I mean there are some valid points there I mean I think one of the most valid points is that is why are you giving extra money to people who didn't lose their job why are we sending $1,400 checks to people who are not unemployed who who haven't really seen any adverse economic effects of this crisis you know I think there's probably something to be said for that but I think that this has touched all families in a variety of ways from parents with children who had to figure out ways to cover their kids child care during this so I'm I understand that point it doesn't worry me a whole lot I think the one one part of this that I don't think is valid is this concern that if you increase unemployment people won't go back to work there isn't any evidence that that's really true you know that people have been returning to work when their jobs are available because people are smart they know this isn't going to last forever and they know that if they have an opportunity to return to work they should probably take that so although that that's kind of theoretically could be true I haven't seen any strong evidence I mean maybe with some people I mean there's always you know the individual cases are always distinct but overall I don't think that's been a problem you know and that's the the real critique summers and others have along with this of course is that this is going to overheat the economy that it's way more money than you need this is all financed by debt $1.9 trillion is an enormous amount of money that's going to lead to inflation and a lot of other bad consequences and I think that's really the debate that's the real that that is the potential danger here I just tend to think that the costs of not doing something far outweigh the potential risks of having some inflation yeah well Larry Summers yes did mention that I wanted to say that he did praise the child care the child care um credit that he's giving and the tax the tax credit and he sees that as something that's a matter of changing public social policy that we're doing something about leaving child poverty he saw that as highly praiseworthy and I guess that's about the only thing he saw is praiseworthy the bill because he mentioned that employment insurance and also this issue of inflation and that not enough was done to target these payments to target this money to destinations that will strengthen the economy and the capacity of people to to manage you know their resources better and and to prepare to defer this inflation going forward so he seemed to have a pretty negative tank on the the long-term value of this it's kind of a more of a short-term fix and he doesn't see that this a massive large-scale effort should have been given made into just mostly a short-term fix do you do you see it as a short-term fix too or well about his point about the long it's part I mean obviously it's yeah sure it's partly a short-term fix um I think that um I mean other economists would say that the risk of not doing enough is far greater than the risk of doing a little too much and providing a little too much money and I think that was the lesson a lot of these economists took from the great recession that not enough was done there wasn't enough investment of course Larry Summers was an architect of that um you know he's an esteemed economist although he takes a more conservative position on this I think that um you know that the argument that this should have been more targeted I think that in a crisis situation like this that it takes a long time to do that I mean you need to start programs it's an implementation challenge to to figure out how to target that money to specific industries you'd want to invest in um and so I don't think he's wrong I think that over the long term that is what we want to see but I think in this emergency situation just giving people money um uh is is pretty effective um and you know this is this is a debate between um in the field of economics right now I mean the the Summers folks who think it is a little too much and are much more worried about inflation and are understandably worried about just giving money to people who perhaps don't need it um and those who say look we just need to stimulate the economy we need to keep everyone afloat um and let's let's not worry about this right now let's just inject a whole lot of money into the economy and you know I think there's a little bit of a generational divide there the younger economists are a little less worried about this and some of the more progressive economists like Paul Krugman are less worried about it but it's not to say that Summers doesn't have a point I just I tend to think that the biggest danger is not doing enough right now I see yeah I I guess um Summers might be referring to a lost opportunity in fact I think that's what I did hear read or hear him say that we're going to look back on this and not uh regret that it was done that it is done is good but that it wasn't done with enough purpose to get us a leg up you know going forward and he also was concerned about competition with the Chinese I didn't quite understand where that came in but anyhow he was he was um well I mean all of this is quarterback stuff you know the day after um and so where was all all of these recommendations during the prep period and certainly um the the politics uh of it don't get mentioned so much anymore we're just talking about it from what it is now and what it turned out to be without considering the gigantic crusher that was coming um to get something done and to have this use this opportunity as best could be done under the circumstances but I I'm wondering about the um the relief for some of the and here in Hawaii for instance um between um city county and state and maybe I just don't understand this very well but doesn't city county mayor Blanger he doesn't he have to rely on the state to provide fundings where he may still have a shortfall and is that is that lessened now that he would have to work with governor e gay um to to meet me the budget needs what what do you think is the situation there uh between the county and the city and the state absolutely I mean some of this is all I mean that like we said before the 365 million dollars is already targeted to local county government relief this is for Honolulu county um and so that money will come directly to the county he doesn't have to go hat in hand to the governor to ask for it precisely how that happens I can't answer um but it will go to the county because this is earmarked for local government um according to the formula that they've used based on population that's why Honolulu gets what it gets and some of this is due to the unemployment rate too um so yeah this is a big bailout for for mayor Blanger I mean there was the the county the city and county were hit very hard as a result of this um and they don't have a lot of places they can go to increase taxes the state can and you saw these proposals in the ledge now they've mainly been um abandoned to raise tax income taxes on Hawaii's highest income earners the city and county could go to property taxes but here in Hawaii that is a politically difficult thing to do because we have very low property taxes but that's partially because the value of people's houses here is so high even though their income isn't particularly high and so raising property taxes in Hawaii is always a politically difficult thing to do because you could have someone who makes a relatively modest income but whose family home is worth a million dollars and so they're not in a position to pay those property taxes and so that always puts the city and county in a tough spot um because they can't um politically very difficult for them to raise property taxes yeah well I I would think uh yeah so this truly is a relief for Hawaii and um and it's very it seems likely that the tourists are still going to come back here I mean as you said you know we were doing what 30,000 a day or something we're getting off these planes and ships and and uh transports and I think that um the cope this COVID relief also has a big hunk of money going to the airport to to to cover the COVID maintenance and operations and expenses that they they've had enormous expenses and then of course they also have some going into heart so would you say that maybe we're close to the Goldilocks zone here on getting it just right from I think I mean I I I wonder if you see that as remarkable I mean let's let's talk for a minute about how remarkable this is I mean this is uh one of the largest expenditures ever made in the United States um I mean we're talking about world war two level spending that's not something that has happened in the past I mean it is um and it's politically relatively uncontroversial I mean that is the other shocking thing this is public opinion is very much for this um although it wasn't a bipartisan package the it is largely supported by the public the Republicans really haven't made much of it as a political talking point they've sort of moved on to the cultural politics things because this is so widely supported so we are we're very lucky I mean could there be problems with this with inflation absolutely um but this state in particular was hit very hard um and um was in desperate need of these funds I honestly don't know what we would do with without this sort of bailout there isn't an immediate solution and we could benefit too from what the bill that might be on its heels which is this proposed two trillion dollar infrastructure investment now that would be targeted um that would be spread over a much longer period of time but you mentioned improvements to the airport I mean and some money for heart um we could be seeing more and more of that um if this infrastructure bill is passed as well which I think some form of it likely will be well I guess I'm saying that um it doesn't matter what I think but it seems that the specifics of of these funding um gives um are just what we need I mean and uh certainly for something like heart which is so oppressed and I just it is it is remarkable and then to have it be as big as it is so to have Larry Summers come out and be you know so critical and he was on with who is that other um the other um major um economist who um has been so um so positive about this it's Paul Krugman and he's um just seen that this is such a a big expansion that's so important and timely and something that you know we really need so it was interesting to see the two of them together one being so critical and the other being you know so positive and and unresponsive to the the the Larry Summers criticisms do they usually line up that way when they in in their economic policies and theory and now and policy analysis is that how they line up is Krugman being more Krugman is more progressive for sure um I mean he definitely is more progressive I'm both and um Summers is a bit more conservative they're both Democrats I mean I would say that they're both on the progressive side of the economics profession although Summers is is more conservative than Krugman for sure um I mean this this question about inflation is something no one really can answer I mean it's it's I don't want to dismiss Summers as concerns because they're legitimate um I mean 10 years ago people would have said this is going to lead the huge inflationary pressure but that didn't happen after the great recession it didn't seem to have happened after the first stimulus package so there's actually a theory called um um modern monetary theory that tries to understand why these running these big deficits don't seem to matter right now but I think that overall I mean Krugman's position and a lot of economists positions on the left is um the worst thing we can do is provide enough money to just keep everyone on life life support but not a huge injection of money to stimulate the economy and get things going again and yes there could be some inflation yes there could be problems with this but the cost of not doing um the the cost of doing too much is much greater than the cost of not doing enough and I've been surprised at the relative consensus and support among most economists I mean that's why Summers has gotten a lot of attention is that he's one of the few who's really pushed back well I I'm not sure what you can say anything briefly about this but exact most of us probably don't really understand how inflation comes about is there any really quick way you can say something about how something like this could actually lead to inflation as it did and for the free and war or something like that but what do you know is there a way to get a handle on that sure I mean inflation is always is can be a little mysterious and a little complicated and actually um it but I'll say quickly basically the idea is if you create more money then there's more money to spend which can create upward pressure on the price of goods and on wages um and then it can just lead to this there's a spiral that increases the price of goods which increases the price of wages which lowers the value of money um that can be really bad for people on fixed incomes or property um but that hasn't happened and so it it is like a lot of things in economics there's there's a lot that's understood but there are some things that are still a little bit mysterious and I mean the other thing that would increase inflation pressure is that the price for U.S. Treasury bonds go up goes up the the interest rate there and that often is is what leads to it but that hasn't happened either Treasury bonds are still very very cheap and so this is this is a real question in economics why this hasn't happened but and it's really it's partially unique to the United States and a few other major economies I see okay and that's why the interest rates can go up and that's why we had such a difficult time in the 70s okay all right well I I've enjoyed the talk very much I've learned a lot thank you very much Colin um who's are alone so I'll need to wrap it up um and uh I'll just say I'm 70 so Dalton and this is the state of the state of Hawaii show and we've been talking now remotely on zoom our favorite method uh with Dr. Colin Moore uh about the federal cares act the most recent uh aid relief aid that's coming to Hawaii and what is its impact on Hawaii I'll see you in in two weeks again um on the next state of the state of Hawaii so mahalo for your attention everyone and aloha


We had a nice discussion about Gutenberg and all the technicals clubs that we had quite a long and detailed discussion about the Gutenberg and they had technical upgrades that workplace is going to have in next few days. So, and we have been following something really very good session since the morning. Now, before I step into my session, I would like to have a small exercise. See, we all are here due to workplace, right? And we all know workplace. So, what we are going to do is, on the count of three, we all going to say loudly, Jai workplace. And I am going to do a more of that, okay? So, on the count of three, we all will be saying loudly, Jai workplace. One, two, three, Jai workplace. Now, talking about Myself, Myself Hikun Chauhan, I have an interactive strategist at Visabh at Technologies. And I love to travel and read. I am always up for 13 years' challenges. He is the student for my grade. And he got to know more about me at my workplace while I was in the class. And you can always visit WWFW.fisher.com to know more. So, now, talking about, I am going to talk about content marketing. So, let's, what will be there in content marketing in this session? First and the most important thing, how SEO and digital marketing has evolved over the years since I have been experiencing, I have been doing SEO since 10 years now. So, there are lots of things that has changed. And I am going to discuss what has changed during these 10 years of time. Then, what is content marketing? Marketing obviously. How can you master that art and science of content marketing? And most importantly, why content marketing is important? Firstly, those who has been knowing something about SEO or maybe the digital marketing, they must be knowing that there was a time that SEO was all different thing. And at the current time, at this point of time, SEO is all different. So, starting about content marketing, let's go back to the period of 2011 when there was a major SEO offsets. So, just those two updates were one like, you were Panda and another was Penguin. Yes. These two little cute animals, they have completely changed the how SEO has been done. See, I have been doing SEO. There was a time that people, SEO was all about LinkedIn. And I was one of those who was used to build 200 or 250 links per day. But now, time has completely changed and if you can find two or five good links in a month, that is also good in the current scenario. So, these are the things that has changed. And suddenly, after 2011, people have started talking about like SEO is dead. There is no future with SEO. Then, LinkedIn is also dead. So, if you can't build links, if you can't do SEO, what will you build? Content. Suddenly, all of a sudden, people have started talking about content and the quality of the content. How content affects your digital presence or maybe the online results. So, these are the things. People have started feeling that SEO will no longer make them a result. And as humans, we always look for the solutions. We always look for the alternatives. Now, SEO is not working. LinkedIn is not working. What will be the future? And they have started talking different things like paid advertising, social media. Some has gone from DTC. Some went for the Google AdWords. And according to recent studies, these are techniques that people are currently following. Maybe the marketers in 2017 are following. So, as you can see, content marketing is always on the top of the content market resolution in 2017. So now, content marketing, everybody is talking about it. Content marketing is the key of doing digital marketing nowadays. But as there are lots of people doing content marketing, and I have been interacting with lots of people who does content marketing or maybe who are putting to do content marketing or who have some experience in content marketing. And figure out that there are some myths or some misconceptions about content marketing, that what actual content marketing means. And the biggest myth or the basic concepts that I have found, that was content marketing is a good way to work. So, whenever you are talking about content marketing, people will think, okay, I will write a nice blog post that on certain platform and then share and people will start coming to me and I will have lots of business. No, the truth is that this blogging is not at all content marketing. Content marketing is lot more than this blogging. So, what is content marketing? But before we discuss content marketing, it also becomes important for us to actually understand what is content. See, what people used to understand by content is the piece of content maybe the blog post or maybe the article. But actually what the content is, it is an information that is created to present interesting, valuable and actionable. It is a type of content that is created to provide actionable, valuable and interesting information to the users. It could be a blog post, it could be a video, it could be a small tweet, it could be a picture, it could be an infograph or it could be a presentation like this. Now, content marketing. So, we know that content is not all about the blogging. It could be that there are many types of content available. So, now what is content marketing? You can find lots of definitions if you search for the content marketing definitions. There are lots of definitions available and this is what we will be there. Content marketing is the form of marketing, purpose of creating, publishing and distributing the content. So, here the same thing comes, creating content, distributing content and publishing content. So, but in today's era this was working, this was current definition, but it was a too old one. Current era content marketing is not all, only about creating and distributing content. Content marketing is a lot more than this. So, what actual content marketing? Whenever I am telling content through of the presentation, it does not refers to blog post only. Content through of the session means the presentation with the information that we have created to drive the actions. So, the actual content marketing is all about understanding your audience interest, the getting valuable content, delivering the right information in the right time and in a proper format and on a platform that drives the actions. This is all content marketing is all about. And there are, I have done a few things that are, that I think are most important in this definition and to understand this all things clearly, I have differentiated the process in the post-inverse steps following these four steps will help you master the art with the science of content marketing and you can definitely be able to drive these as results using these four steps. So, this is the first step, understanding your audience interest. This is the first and the far most important step of content marketing. Whenever you are doing content marketing with any brand, there will be any campaign understanding what your audience interest is and what they are expecting from you that becomes the key. And how can you understand your audience interest? How can you know that what we are expecting from you and what does understanding your audience interest means? It means that knowing whom you are talking to. See, your audience could be different from industry to industry, campaign to campaign, product to product, must add a new strategy. So, it is essential to know for whom you are creating the content. Then what is the age, gender, education level, language or culture, or maybe the most important, what is the interest of your audience? Where they spend that time online, whether they are doing post, whether they are reading blogs, we have more social media, we have community platforms, where they are spending their time, knowing that becomes very important. And how, what are the change points? Whenever you are knowing that your audience main point is these and therefore they are expecting the solution of certain problems that helps you create the content that interest them and that all these things starts with the market research. You need to thoroughly do detailed market research about your audience in order to identify that what they are expecting from you and how you can get in touch with your audience. And that with market research will lead us to the second step of the process that is generating every person main. Often happens that, it has happened to me also that I have created a great post thinking that this post will have a lot of traffic and conversion, it was a very detailed post, very technical. But unfortunately I could not get the result that I was expecting and then I have researched what was the cause of that and then I come to conclusions that it is not just important to create the content but it is important to create the content that provides the additional value to your audience. It is essential that your content must provide an additional value to the audience and what makes your content valuable content these are the characteristics of valuable content. Long post is not always not the good post people are running behind the long post, long form contents but long form contents are always not the good contents. Then when you know that what your audience is looking for what their interest is, what their pain points are then only you will be able to provide this solution and generate the content that interests them and whenever you are writing a content or creating a content make sure that you never sound over-promotional because over-promotional people are overrun with advertising and online these days so nobody likes to have over-promotional content. Content creators likes to create a content that gets scrolled very quickly and get content that gets ranked in search engines but the thing is that you should not only focus on the search engine and the other thing is that you should not only focus on the readers only. Whenever you are focusing on the search engines you are missing a part that includes the readers and when you are focusing on the readers only you might miss the opportunity to get ranked in the search engine and even if at all we have created a good content or we have content that is very much available and informative but if at all it does not get grout by Google or with a search engine you won't be able to get the best out of it so make sure that you not only create for the search engine you never create for results only but create the content that suits the both then most and the last and the most important thing is always create a content that drives the essence because the ultimate goal of our whole campaign is to drive xn or maybe the initiative is equal to do some work on some xn so make sure that you have enough cts in your content and have a persuasive language there prompt them to do some xn third step choose the right form of the content and the right form platform for that content see, not all content works for the oil industry some industry demands different set of content other industry demands different type of content see in the case of the platforms as well when we are talking about the Instagrams Instagrams it is more about the photographs when you are talking about the Facebook you can actually look at photographs videos, commercial, right, wrong, post, Facebook as well so not all content suits to all platforms make sure that you choose your type of content wisely then choose an appropriate platform for your content these are some of the types of content that you can choose from there are wrong posts, rich posts, rich posts there will be books, infographics, animated videos there will be photographs, products, demos, videos you need to identify that what type of content suits your audience and maybe your requirements and then identify the platform that is placed for this kind of content and post the content on the proper platform see, when you have certain so these are the type of content that you can choose from and make sure that you choose the right form of content that suits your industry and the platform that suits the content type of content that you have chosen social media this is the key in content marketing nowadays these are some stats there are 2.6, 2.6 million users on the Facebook there is a YouTube that has over 1500 million users and then WhatsApp, Instagram has 700 million users Twitter has 320 million users so everybody is on social media nowadays and 1 out of 3 people are using social media actively in the world now so you can imagine how big this platform is and how it can be a matter of time see the action when it comes to the marketing strategy see, there are 2.8, these are some stats that says there are 2.80 billion global social media users at the moment people spend every 135 minutes on social media every day 95% of the online readers likes, tends to like their favorite trends on social media so people are getting updates about the social media about the favorite trends on the social media this is the content and 40 times more likely to get shared on social media then the normal blog post will be the text content then visual content includes photographs, image then audio, maybe you can say audio or GIFs and small, any kind of videos as well so these are the points that shows how social media is important and the other thing that this is where people spend their time on daily basis people spend 30 minutes daily on YouTube videos that shows us how important YouTube is how famous YouTube is among the audience people spend 35 minutes daily on the Facebook on Snapchat they use they only need for almost 25 minutes on Instagram 15 minutes and people used to use 2 minutes of daily on Twitter so this shows that we need to check the content for the content that suits our industry and identify the platform that works best for the type of content that we have chosen your content becomes on the type of content so when it is about type of content there could be two major types of content one is that one that is seasonal and in content that you can say that maybe the promotional offers or maybe the seasonal content that you have created in order to promote certain campaign that is that the type of content is good spot and there comes the content that is universal or maybe the life problem you can keep the post and the content and it never gets old so life and certainly depends upon the type of content and timing of the content for your customers journey see you need to identify at which stage the customer is in your customer journey he could be in an awareness stage he could be in maybe consideration stage or maybe he can be in the decision making stage so you need to identify that where your targeted audience is and what type of content suits or maybe makes at that point of the content around that make sure that you understand where your target audience is in general and they are buying journey and create content according to their and third and the most important thing is timing of posting blog post or maybe the social media post or maybe checking an email as well to your target audience so these are some stats as we have already discussed that social media is becoming the biggest part these are some stats or maybe the timing that you should look for your next marketing campaign on Facebook, Twitter or YouTube so people tends to be more active on Facebook on Sunday, Thursday, Friday and Saturday almost at the 9am, 1pm and 3pm these are the studies that show and that makes the results that side the timing that drives the most most efficient results on the social media for that with that the day is the awareness day at which time you have to eat about your product is 12am, 3pm and 5-6pm so if you are running a Twitter campaign you can certainly look for that campaign and exactly opposite from the Facebook for the weekly Tuesday awareness day and Thursday at the day you should look for any campaign now first it is A and Sunday Instagram, Monday, Thursday at the day Instagram and always on the booker class the same breadless page they post on booker class so it's not like that if you post on this then you are going to get certain results but it is that if you can you can probably get more accurate results or maybe more conversant through your campaign some random stats from the content my 70% of the user needs to loves to read the product so make sure you have you are publishing your next post that then you post the blog with the email blog during the morning time of your time one out of every three of the world uses the social media regularly 55% of the online users videos every day there are more than 100 blog posts gets published in November and that is the reason why this blogging is not only the content marketing nowadays and almost 60 864,000 hours of video gets uploaded on YouTube every day that's a hell of a video content so whenever you are planning your mini if you are thinking that you should put a video or not this is the time that you should go for the video content maybe it could be the animated video promotional video product review video introduction video but this is the time to go for the video content and it's not always required to have professional skills that skill set to create the video content we can always use certain online free tools in order to create some videos so how to master content marketing in first step first is understand your interest and read the content that drives the value for them then choose the right form of content and the platform and the content is everything now we know that marketing is important we somewhat know that how to do content marketing now and now what is the digital marketing prediction going forward in 2018 how where the digital marketing world is going so this is where marketers are planning to do this in 2018 61% of the marketers are planning to invest in content creation in 2018 57% is they will invest more in digital marketing whereas 54% is they will invest in social media so in all three that content marketing, content distribution and social media that are the three main pillar of content marketing that are going to rule in 2018 so what will be the trends for content marketing these are the my five predictions that will be ruling the world in 2018 first, content will be the fuel for buyers and the brands are using content marketing to identify what their target audience is thinking about them and try to fuel them or maybe to feed them with the type of content so this was the case till the day that marketers used to create the message of the content they post their content for the audience to respond that might change now every first for the audience then create a message then select a channel that audience is using and create a content for that channel another one is content person no one likes to have a 2.100 email even if I don't know you have received any email we have we have not even personalized for email you might not get open that email content personalization will be the key people are looking for their expression so content personalization will be the transparency transparency will become also important part people use to read a lot online nowadays we are always looking for review and suggestions so transparency we are saying about transparency brands will be more clear about what they are seeing what they expect from their audience and they will keep on proving their person and proving how can they prove their worth by showing the social media reviews or maybe doing social boss campaigns and that will be the part of digital marketing nowadays and then interactive visual content so of course not only will be the type of content that will be used throughout 2018 visual content means infographics NGPGs, NGIFs animated videos all these types of content will also be used why more than ever in 2018 and last so this will be the key everybody is on youtube nowadays and not only on youtube even other platforms like everywhere and all people are used to see more and more videos so video will be the most used type of content in 2018 according to the research so like I have already mentioned that if you are not doing any video work now this is the time to invest in the video so these are the five hands which I believe can change the content marketing in 2018 all to be the part of firepapian and use the dustbin whenever make sure we all use the dustbin thank you how do you determine that is there any any so I am not saying there will be a formula obviously there will not be a formula it is a deep tool based on case to case but is there anything which can guide people to define it because this is what I am faced with where we spend so much in generating the content that we really need to promote that like see if client comes with the X amount of budget right and you need that you need and you have fixed the goal for that campaign and you have fixed the timeline right so based on your goal you can do a research that how much you are going to get out of the campaign if you put in X amount for the distribution and the content PSM so there are two types if your content distribution becomes tricky when you are creating a common or will be a generic content whenever you have created a generic content distribution and promotion of content distribution of that content always get tricky and even costly but if at all you have created a valuable content then maybe you will need to spend less on the distribution part whenever you have created a content that can be shared by the audience easily that is scalable by the audience you don't need to worry more about the distribution part if you post your content on the right platform and you have created a content that interest the audience and prompt them to share with the content distribution becomes easy that doesn't mean that it will be governed organically of course you need to maybe invest something about something in the content distribution but what I will say is that budget of the distribution may get reduced so maybe you can pay around with that budget of content distribution if you have created a good amount of content that gets shared easily that is after the content distribution before the content distribution but grief comes how do I bike and click the numbers I have to build a video a brand for a brand and then promote that how much money should I make to build a brand that will not be a problem so how do I create that number that will be a problem first let's see what competition is doing when we look for the competitor analysis competitor analysis will always find the trends that is going through and if you will find the trend analyze the trend you cannot go opposite to the trend like if someone is investing x amount or maybe putting x efforts in creating the content you cannot simply say that and I will invest x minus y in creating content and add that to content distribution this cannot be done like that way how do you get the x how do you find the x you can find the x by doing marketing products analysis let's say if you have a product and if you have a product and you need to get maybe if you have a mobile app let's say you have a mobile app and you need to get the maximum number of install of the client comes to you I need to get the maximum number of install for this mobile app maybe that would be you can offer 2-3 techniques for the reward technique if someone is installing app you give them reward that is the one, the other thing is you can go for the some contest kind of thing or maybe you can try to get that app viral on the social media so all these three is different thing promoting through the social media is different thing looking for the reward what technique is the different thing and you will be requiring different type of content for that so you need to identify which technique you are going for what kind of the strategy you are looking to adopt and first you can figure out what kind of strategy you are looking for then you can figure out if you are going for the social media then you need to have this much amount of content for that and if you are maybe if you want to promote that on the Facebook then you need to spend average 1000 rupees or 10,000 rupees daily so by that you will be able to figure out certain numbers that how much you need to invest in the content creation and how much you can invest in the content distribution that you need to first figure out the strategy which strategy you are going to use any other question talking about content marketing within this year 2018 360 degree content marketing that 360 degree content creation that is going to take over the content part that is playing integral part even today so what are your views on that content marketing is always changing see the 360 degree content creation is new thing people have started opening it and it will be there see there was a time when SEO and liquidity was working then suddenly Google has updated everything and SEO and liquidity was there then people have started going for the content marketing and social media social media gets overwhelmed with the promotional type of post and advertising then comes the time of the content marketing that is guest posting and people have started building guest posting for money so there was a time when guest posting people used to do that so guest posting now now as well and people are more relying on guest posting as they are around guest posting nowadays but recently we have got we will use from the Google that they they they have finalized the site that they have been guest posting just for the sake of leads without any delay so content and digital marketing and SEO guest posting is now today but it may get stopped tomorrow same with the 360 degree content marketing it is always going to be update similar content marketing in the form of the content that people use to create and share see people have started adopting 360 degree content marketing now it will come up gradually so if you are an early adopter you must go for it you should go for 360 degree content marketing and this is coming this is how digital marketing and content marketing is working so if you can adopt it now this is the best thing but if not at all then you have to do that after a certain time so if you are looking to invest in that this is the time I have two points actually first just to hear from you that link building was dead I am completely disagree about it because link building was never ever dead our domain authority score our base authority score of equity links always depend upon the link building doesn't matter we are promotion content by the article by the blog, by the guest posting by the blog community but the link building is relevant like internal linking structure rather than its external linking structure both are very bad so I am sorry but I am disagreeing about it time if you have a lot of quality known and number of government then you equity links are very beneficial for your site I think so link building is dead what I meant to what was thought behind that there was a time that people used to build hundreds of link in a day this is not that is not the case now so people used to think SEO as a link building only in India obviously in India at my second part I learned the press of the audience and generated the valuable content but I also want to add the relevancy of the content complete relevancy of the content I just want to add pictures because of that last month we got the macabees update of the Google algorithm and according to macabees algorithm we should go for the relevancy of the content because if we have like relevance in the content then your content will be doesn't make you post and your content strategy is right now relevancy and like to target the audience and the interest of the audience that's of my three points I want to mention you and I also want to let you know that to get on the social media platform is also very beneficial for you like just not for the like we are like possible in the morning evening or the afternoon like the prime hour you know about it but what is the engagement of the content like what is the sharing likeable and what is the comment and content promotions and these kind of thing I think very well important for certainly those things are and when you are talking about the relevancy that is what I have just answered that people used to do the case for the sake of relevancy and that is what I have just but according to last update like this summer last update the last update directly clarified that the relevancy of the content affiliated links like according to google it's like no further for us so I think google is not here to prioritize the further like affiliated links and the other things so that's why I go for the 11th


Hi, I'm Don Jensen with Jensen Guitars. You know, we care very much about our employees, about our clients, about our family and friends. And like everyone, we're doing everything we can to make sure that we keep everybody safe. We're gonna look at back at this and we're gonna go, we did this. We made it through this and we came up better on the other end. We're having fun. We're enjoying being back with people again and being able to run our business.


Good day, fellow investors and welcome to the stock market news with a long-term fundamental twist. Today we're gonna talk about what happened in the global stock markets around the world this week, what did the Fed's Chairman Powell testify and why did that trigger a stock market sell-off. And that was on Tuesday, on Wednesday Trump said something about tariffs and that further increased the sell-off. At the end we're going to conclude with a macro long-term perspective on what's going on in the markets and what should an investor do. But before we start with the news, I want to thank you all because yesterday I was for the first time in my life on American news. And without your support, without your views, without your likes, without your shares that would be impossible. So really I want to thank you for your support, I'm really enjoying and I will do my best to continue giving you value for as long as I can. So thank you, thank you, thank you. Let's immediately start with the news. The S&P 500 index on Tuesday, Powell made his testimony and stocks started dropping a little bit. But then on Wednesday Trump said something about tariffs completely out of the blue and that really crushed the market. A little bit of recovery on Friday, but the five-day change is minus 2.04% for the S&P 500 index. Stocks in Europe did even worse. We have seen a bigger drop on Tuesday already before Powell said something. But then when the Trump discussion spread around the world, stocks in Europe dropped even bigger than in the US and that's what the key discussion of today will be. In Canada, even bigger drop 3.44%. So Canada will be hit even harder by trade barriers. So that's the issue with what's going on. Further, as always, when there is turmoil, Canada and those border markets, if you look at these emerging markets, they also fell more than 2%, they fell 3.2%, which means that the market still perceives emerging markets even if they might be healthier from a fundamental growth demographic perspective and everything, the market perceives them as a riskier and therefore, if there is turmoil, those will drop like a rock. So the week started, let's say on Tuesday, with Powell's testimony. He was very upbeat about the economy and he says how the Fed and his board is raising expectations. So they are raising expectations about economic growth, about inflation. That would be great for stocks, right? Well, not that great, because this means also that the Fed might increase interest rates and some call it tightening. We prefer the world normalization, which increased interest rates might lead to faster normalization of the financial environment, which is something not good for most companies, thus most stocks. Higher interest rates will act like gravity on stocks, because then you expect a higher earnings yield, bonds have higher yields and everything looks much more expensive from a yield perspective. That is the first thing. Secondly, as the economies are burdened by debt, higher interest rates will lower those earnings because of higher interest expenses, less capacity to refinance, less investments, less businesses will be profitable, as it always in the medium to long term leads to a recession. So big warning bells on Tuesday. And then on Wednesday, Trump said that the steel industry in the U.S. has to be protected and deposed tariffs 25% on steel imports and 10% on aluminum imports. Bam! The news word that there will be retaliation, Europe, Canada, if a global trade war starts, and you will see inflation go to the moon, the Fed won't be able to control it, will see much higher interest rates, lower trade that will lead to recession, depressions and to a very, very disastrous dark situation. I really hope Trump is a bluff and he says oh it was just a bluff and he gets a better deal somewhere with China or whomever was the target of that bluff and that is not really that the United States go into protectionism because the United States is not in the position to do something like that, perhaps in the short term will do good and the steel industry will do good, but in the long term it isn't really very good for the United States. Let's look deeper into the macroeconomics of that and the consequences of what happened on Wednesday. Before that just to show you the probability of four or more Fed rate hikes during Powell's testimony has really jumped to above 45%, which means that four hikes that's 1% on average, 1% higher interest rates, which would push, which would pull asset values down like gravity. This is the key to tariffs. The US balance of trade looks terrible, which means that the US imports more than it exports, which means that it spends more than it produces. If we look at the current account it looks even more disastrous. So current account apart from trade includes direct payments and net income. So what does this mean? What does this negative current account and balance of trade mean? It means that the country is spending more than it is producing, which means that the difference has to be financed by debt. If there is inflation higher interest rates, debt-debt is becoming more difficult to service. Further, if there are barriers on steel and aluminum, the input costs for American producers will be higher. I don't know, Boeing, American car manufacturers and so on. Which means that imported products will be cheaper, thus it's not a benefit for the American economy and the whole. It's a benefit for steel makers and aluminum producers, not for the whole economy, because you will see okay, foreign cars cost cheaper, foreign products cost cheaper. So protectionism really protects the old instead of looking how to develop increased productivity to compete globally, which I think the US has a lot of potential to do, but such protectionism twitch the focus to other things. So when a country is dependent on debt, as long as there are creditors willing to finance debt, it is good. But if there is trade protectionism and global creditors lose confidence, then it will be difficult for the US to refinance. Yes, the history is great and backing reserve currency, everything stays there, but that might change, especially in a trade war. But those are models with millions of factors and I bet that whole Ray Dalio's team of Bridgewater is busy the whole weekend analyzing and adjusting the models. It's a lot of variables. Nevertheless, if you look at from a broad perspective, the debt is the issue and higher inflation, higher interest rates, less likelihood for lenders to give money to the US. So he really opened a Pandora's box with his statement. So we'll see how that ends. Now what should an investor do? I have been also saying my series on the riskiness of the market started on Friday, so it will continue next week with valuations with everything. The markets are really risky. And you have to see one thing. Okay, what's the maximum reward that the stock market can give me? Price turning ratio is 25, thus 4% return with the growth over the very long term. It will be 4%, 5%, 6% really would be a jackpot per year over the long term. What's the risk? The risk is if there are higher interest rates that really the stock market falls 50%. As it went up fast during the last five years, it can drop like a rock during the next year to three years if we see a recession. So that's the risk reward. And you have to see for yourself what should be your exposure in that risk reward scenario. The key when investing is to do very smart things over your life cycle. If you do smart things constantly for 40 years, you will be well off after 40 years.  So really what to have to do, think, okay, what do I have to do to sleep well over the next five years and say, okay, I made a lot of money, I'm happy, or oh, I can risk it, I don't have such a big portfolio, I will be a net saver if the stock market crashes.  So thank you again for your support. Looking forward to your comments about this, how do you feel about what Trump said? Do you think it's good? It's bad. As always, the economy is always a two-edged sword. So we'll see how that resolves and what will be the consequences long term. I'll see you tomorrow with a video about disruption in retail, groceries, food, farmland. Thank you for watching.