What a great weekend! What the Positive Money Group managed to do over the weekend is teach how to be a great campaigner, teach a lot more about positive money and where it is in the world and take you along the journey that it has, it has and where it's going and at the same time give you some fantastic life skills, really useful life skills and on top of that we spent great people drink great drinks with them, great pump talks and great food, hey listen this is not this is not a chat a task it's not it's not even a chore it's pure enjoyment get on with it


So we have been discussing the five forces as conceptualized by Porter, which impacts the industry's profitability. So the same framework is shown in a figure. Here we can see that figure, which expresses the five forces framework by Porter. So you can see that the five forces that includes suppliers, so bargaining power of the supplier. What is bargaining power? If you are getting any supply, then there is no shortage of supply. So they exert on you to increase the price, maybe to revise the buying conditionalities. For example, if you were taking credit, then you would say, give cash. So these kinds of things can be exerted on the industry and on some individual manufacturer. Similarly, here we can see the buyer. So if the number of buyers is less, if there are a lot of buyers, then it is not easy for you. But if the buyers are less, and you have to sell your product, and the buyer is bigger, then they can exert their power and bargain on the selling price as well as the terms and conditions of supplying the product. Similarly, we see that there are potential entrants. There is a threat of new entrants, including entrepreneurs. So here, basically, our project that is being focused here. An entrepreneur has to understand the mechanism of this industry and its character. How it will be involved in this industry and how it will cross the boundaries of the industry. And how it can impact the overall industry. Similarly, the substitutes, i.e. the product industry, and other industry-made products, can be used as substitutes for the products of this industry. So that threat of substitute products and services, that also is pressurizing the industry. And then within the industry, we see here, there is an internal competition, and the competitors are the rivalry between them. And the existing firms are coming into that competition and reducing the prices. And there is a constant competition between them. So all these forces are compromising the profitability, growth and success of the industry. Let's look at them one by one. Who are the new entrants? They enter due to reduced manufacturing costs and new product design. This entrepreneur, if he thinks that the barriers in the industry are not so strong, then I will take a new product with which the cost is less and more efficient, and enter the market. So what will happen to increase the competition in the market? And they are restricted by some barriers like economies of scale. What is economies of scale? The first firms in the industry are doing a production, and their production is a sizable production, and they have been doing it for a long time. Their scale has improved. The scale has improved means that the number of units they are producing, that is quite large, and due to producing more in large numbers, their cost to produce those huge number of products, that cost is less. It is less than that which a new entrant will come, and in the beginning manufacturing will start in a smaller size. So the cost of that product will be more, comparatively, those firms are already present and are doing their production. But the entrepreneur, who has brought an innovative product, who has brought a better technology, he will cross the barrier, because he knows that due to new technology, the cost of production is less than the regular technology. Similarly, those who have problems, that is brand loyalty, that is people are used to it, and people have selected themselves with a specific brand, bringing them from that brand to their brand, could be a challenge for an entrepreneur. Similarly, capital, you have a new entrant, you have a startup, and the firms working in that industry, they have a lot of options. Switching costs, the customer who is using the product, already a technical product, it has an infrastructure, in which the product is used. So if he wants to buy a product based on new technology, then he will have to change the infrastructure, there will be some financial cost, then to understand that new technology, you will have to take technical help, and you will have to understand, then your efforts and your financial resources, they will be called your switching costs. Then access to the distribution channel, the downstream line chain, through which existing firms are selling their products, they need to be able to sell their products, because it is a new product, that could be a challenge. In addition, R&D, research and development, the use of that product, the upgradation, the development, that also would be requiring certain resource allocation. So deep-rooted beliefs and routines help managers, to make decisions efficiently, but also limit them in responding to new trends. Firm dependence on a certain group of customers, may make a firm less responsive to new technologies, that are less effective in the beginning, to serve these customers. Those already present, firms, their special customers, along with their special customers, are related in such a way, that they think, that I have enough for me, that their requirements, their needs, and their specific infrastructure, according to that, and the internal competition, are so involved, that they are not capable of focusing on new technologies. And, the growth, through evolution, keeps on growing, otherwise, in that industry, even in the long term, there is not much change. So, the industry is a state of inertia, and it gives a chance, to the new entrants, who are bringing in efficient technology, and they are bringing in efficient applications, so that those barriers, cross them and join the industry, and enter the industry, then through their better technology, and innovative applications, in the market and in the industry, make their place successful.


Utes from the E.S.U. State Constituency in a more state on Tuesday stomped the O.W. office of the Independent National Electoral Commission, I.N.E.G., alleging that I.N.E.G. declared all results and not the new results from the supplementary elections held last Saturday in the state. The protest was led by Fidelis Ibewike and took place at the I.N.E.G. office located along Potacot Road in O.W.E. They alleged that the declaration of the candidate of the People's Democratic Party, PDP Modesto Zosaque, was faulty. Responding to their petition, the I.N.E.G. Director for Voter Education and Publicity, M.E.S.I.S. Imanuella Ben O'Para received the protest letter promising to make sure that it gets to the wreck. Women, the mamas, the papas, everybody, people are worried about the situation. And that is why we have come here to ask I.N.E.G. again, what is still holding our mandate? I am beginning to doubt the people, the I.N.E.G. itself. What is happening? Is it not democracy? Please let them do something as matter of urgent. Because people have started losing confidence in them. We cannot continue like this. I.N.E.G. is the cost of all the states we are here for. Please, we should tamper justice with M.E.S.I. The country is dying. Look at we here, doing the use. All other places, all many things to do, but we are here now to present and to stand for whom we are voted for.


Okay, quick update before I start this video. Number one, I will be taking out the clone skits. Number two, all my videos from now on on site to go will be five minutes. And number three, the topic will truly be focused on. Let's go. Yo, what up? It's your boy. That's the Pipkins, AKA Jimmy Nofo, AKA Jimmy the Legend, AKA the Legend of Hip Hop. Today's topic, I'll be talking about sludge shaming. I'll be talking about whether it is really good or bad, the history of sludge shaming, and why sex is freedom. So without further ado, let's get started. Let's go. So the world has seen sludge shaming. We've seen it happen before. We've read about it on tweets, text messages, and stuff like that. You know, we've seen people do it.  We call it mainly towards girls. So in society today, it is still, still, still said that women can't do as much as what a man can, especially when it comes to sex.   But as a woman, like, they can't do what a man does. And if they do, they get judged badly for it. No, that's not right. See, as human beings, we're supposed to be equal, both man and woman. Man, woman, do whatever we want to do, equal human beings. And to me, in my opinion, I really think it is good that women do whatever they want, as much as men do whatever they want. Men are independent, and so are women, especially when it comes to sex. You know, people make decisions on sex. They have their own sex lives, or how they use it. A girl can do whatever she wants with her sex, so why should she be judged for it? And something I truly want to know from a guy, why do you call a girl a hoe? Why do you call her a slut when you do the same thing? Like, why do you do that? I just want to know why. Pretty sure the answer I'll probably get is that either I learned it from my father, that it's a man that is supposed to be glorified for that, and a woman can't be glorified for that, or the fact that I learned it from my homeboys, the same thing. That's just something that we really have to take into perspective, and realize that men and women are the same. We can do what we want. This is our lives, we can use our sex what we want to, and yeah, there's nothing wrong with it. But then again, this is not just the first time that we've seen this stuff, right? I mean, we do have a history of slut shaming, and it goes all the way back to the old days. I'm calling it the old days. But I do have the information, so yeah, here we go. So this article is about a dress, the rap dress. And the title is, Because of slut shaming, the rap dress still matters. Now I know I was supposed to find the history of slut shaming, but it was a little bit hard to find, but then I found this article, and it is amazing. This was posted by Leora Tenenbaum. I hope I said your name right. She is the author of I Am Not a Slut Slut Shaming in the Age of the Internet. And it was posted on July 14th, 2015. Now, basically this rap dress is over four decades old, but it still matters in today's environment, today's society.  I mean, is it really sexy? Is it really supposed to be this way of the female body? There's just so much in this article that all of you just have to get the chance to read it. So the link will be in the description box below for all of you to read. When it comes down to sex, just know that it is freedom.  No one else can tell it for you the way you express yourself. This is you. I want to be the one to be like, she can do whatever she wants. It's her sex, just do what you want. I'm not gonna judge you for it. I'm pretty much gonna find a sexy, but I'm not gonna judge you for it. This is me and my honest nature about sex, all right?  Because sex is freedom. So now I have some questions for you. Number one, have you ever been slut shamed? Number two, have you ever slut shamed somebody else? Number three, how do you feel when you hear someone else slut shaming another human being? Let me know what you guys think in the comments section below. Thank you guys and gals for watching today's video. I really appreciate it. If you like what you saw, please go subscribe to my YouTube channel, youtube.com slash k2sme. The link will be in the description below. You can also check out Sight to Go YouTube channel. Subscribe to us. We really love it. We really appreciate it. All our information is in the description below, our Twitter, Facebook, all that good stuff. Check it out right there, the website. You'll love it. Just check it out. But yeah, that's it. I'm out. Thank you for watching. Thank you for liking. Thank you for subscribing. And peace.


Hello everyone, welcome to theCUBE Conversations here in our studio in Palo Alto, California. I'm John Furrier, co-host of theCUBE, co-founder of Sylvango Media. Special guest today inside theCUBE in Palo Alto, is Steve Lucas, the new CEO of Marketo, formerly of SAP, industry veteran. A lot of experience in the enterprise space. Now the chief executive officer at Marketo. Welcome to this CUBE Conversation, great to see you. Yeah, great to see you again. So Marketo has been on our radar, it's been on everyone's radar. It's been one of the hottest marketing companies that have come out of this generation of SaaS, what I call SaaS cloud offerings, and certainly has burned the field in terms of reputation, in terms of quality, high customer scale.  Oh yeah. And you have a rocket ship that you're now the CEO of now for two months. First question, what's it like there now? Compare SAP to Marketo, what's happening? Well, SAP is a fantastic company and loved it. The kind of metaphor I've used is with SAP, it's a bigger vehicle, you're driving a bus and you can carry a lot of people with you, takes a little bit longer to make a U-turn. Marketo's a Formula One car, I mean this thing is just in and out of traffic and it's unbelievably nimble. So it's been a big kind of shift culturally but absolutely love it. Well, for the folks that are watching you might not know but Steve was in the HANA analytics president of that division with SAP, which was a really interesting transformation because HANA and SAP was a traditional, big enterprise software company but had to move very quickly. HANA was basically built before Hadoop was even conceived and it was built before the big cloud explosion but kind of well built for the cloud. So you had to kind of move quickly from scratch into the cloud with SAP's resources. So compare and contrast with your experience with SAP, what is Marketo's prospects? I mean what's going on there? I mean obviously you've got a Formula Speedboat but the big aircraft carriers are throwing off a pretty big wake. They are. How are you going to maneuver? Yeah, yeah. Well it's a fascinating environment right now because going from SAP I'd say that my experience there kind of highly tuned me or prepared me for what I'm doing at Marketo. SAP had to move nimbly at the time, really nimbly. You're entering a market where you've got Oracle, Microsoft at a database level. They're the incumbents, they own massive share. How does SAP penetrate that? But we were successful at the time at SAP and I loved that experience. Coming into Marketo really, I mean it's a couple things. One is you've got to out-innovate the competition. This is not rest on your laurels and wait for the release a year and a half from now. That doesn't happen. So this is about moving quickly but the second thing it's about I believe is it's all about putting the customer at the center of your strategy. They have to drive everything. I've talked to more marketers and more CMOs in the last two months than I have in my last 20 years. Putting them at the center is all about that and Marketo, their heritage was marketing solutions built by marketers for marketers. What are the people saying, you've met with a lot of those CMOs more in the past two months, what are they saying? What's on their agenda? What do they care about? What's important to them? Brand, revenue and impact. They want to know how do I drive my brand, how do I drive revenue and how do I show that impact to my CEO, the board, whomever it may be. But the thing that scares marketers right now the most is what is digital transformation changing relative, the big trend, macro trend globally. How is it changing buyer expectation? How is it changing the customer-brand relationship? That's top of mind. Peter Burris who heads up our research for Wikibon and he used to do the B2B practice at Forrester around digital and Dave Vellante and I were talking yesterday that digital now is everything, right? So if you look at digital, it's not just oh, marketing needs some tools to send emails out or oh, I need to get a website up, call IT up and provision a landing page. This is now a fabric of pure infrastructure. Yet the infrastructure was built in the web days and you can go back to your business object days and go back even back in the 90s. That infrastructure now is so hardened as instrumentation there's no agility. So I feel that and we here in our teams and our customers that I want agility but I also want to control what the infrastructure might look like but then I don't want to touch it again. I want it to work for me. Do you see that same dynamic and how does that play out? Because I mean it's kind of the nuanced point but in the end of the day shadow marketing is going on. Shadow IT is happening and it is unequivocally. Unequivocally I mean so literally the what's crushing the marketer right now is every time we get a new touch point, a watch. So we go from just a watch that tells me the time to an Apple watch, right? Every time there's a new touch point, there's a new point solution for it and it's crushing the marketer. So if it's social, there's point solutions. If it's mobile, there's point solutions. If it's a watch, there's point solutions. I blew my mind, I literally saw a startup that says we can do monitoring and engagement of people on a watch, it's overwhelming the marketer and so their landscape of applications is looking like 30, 40 different apps and their big win, single sign on. That's the big win for the marketer internally. It's just crushing them. So what they're looking for. Well your point is the MarTech or marketing technology graph and map is so big. Each one with their own underlying stack, database, software, is that kind of what you're getting at? Yeah absolutely, absolutely. You pick a marketing cloud, it really doesn't matter. You could say Oracle's marketing cloud, Salesforce marketing cloud, Adobe's marketing cloud. It's just convoluted, the graph or chart of what's out there. So point solutions just put together, cobble together. That's exactly right. And the benefit or the problem with that is what? Well the problem with that is that, first of all you lose any context relative to who you are. There's no way that I can, across 30 or 40 systems, keep a consistent definition of job free. It was just impossible to do. And our notion is we're looking at what we're driving is a single engagement platform where the definition of you, who you are, no matter what touch point, how we listen to you, how we learn from you and how we engage with you, it's all the same, it's all integrated. So let's get back to this point because I think an engagement platform and then the applications are interesting. So I mentioned the CMOs earlier. There's more development going on in marketing with like programmers developing apps because it's an app craze of course. So they're using the cloud. And the marketing cloud is not like a one-off, it has to be part of the core infrastructure. So one of the things that Wikibon's going to be releasing a new research coming up, but I saw David Fleury yesterday who's head of the research project that they're going to show market share numbers of Amazon, Google, all the top cloud guys. Interesting dynamic. Pass is squeezing now, platform as a service is being squeezed down and SaaS is increasing. And then I as infrastructure service is kind of shortening which means there's automation in there. So the middle layer is gone, but yet there's more SaaS. How does that relate to the marketing cloud? Because the marketing cloud would be considered middleware or is it just the SaaS app? And does that speak to an explosion of SaaS applications? Well, I mean, you're going to see an explosion of SaaS applications regardless. I mean, we reached that point of critical mass a while ago. That's, there's no going back at this point. But if you look at kind of, I think you're absolutely right. There's compression at the IAS layer and the pass layer, et cetera because these larger kind of SaaS applications, they are really ruling the day. And if you look at how that applies to marketing, we actually think about three technology tiers within marketing. There's the listen, learn and engage tier. The listen tier is, how do I listen on these digital channels? The myriad that are out there. And then the learn tier is core to our platform, the engagement platform. It's all about an automation engine, an AI engine and an analytics engine. It's learning. And then the engage tier is, how do I go back to those self same channels I was listening to and engage you the way that you want to be touched? And so that's really the stack that comprises the Marketo engagement platform. What's interesting, the dynamic for us is we're actually seeing our own native applications that we're building on our engagement platform. And then we have over 600 partners that are building applications, sorry, not building applications on our engagement platform. So they're writing software on top of Marketo. Absolutely. So they're extending it. So if social listening, which I know is a big thing for SiliconANGLE, that's like, I mean, you guys are masters at it. If that's your thing, then we have a, not only do we have social listening capability, but there's an app for that. There's dozens of them. So we could potentially plug into that. Oh, absolutely. So that's your vision. So let's go back to the vision. So more apps, a platform that enables more certification and you mentioned people building on it. That's an integration challenge. And that's something that people, they want to do more of. They want to integrate other things with platforms, which could be a challenge. But it brings up the point, data. Where does the data sit? Because now the data is the crown jewel. Yes. And also a very important aspect to get real-time information. So if you have information on me, you want to have access to that data fast. That's right. And so there's an architectural challenge there. There is. Your thoughts and reaction to the role of data. Well, I mean, first of all, marketers still want to own their data. And I think we need to, you know, the reality is that if you look at a lot of these marketing clouds that are out there, the vendor perspective is going to be, well, if I own your data, I own you. And our perspective is, well, that your data can sit within our platform, but we can actually drive that data into, you know, on-premise warehouse, et cetera, et cetera. So we're, our goal is not to own your data, ergo, we own you. That's not our goal. I think the big thing, like in the context- Your job, what you're saying is, you want to use their data to give them value. Absolutely. And so for us, it's a matter of, you know, we can- You can protect their data too. Exactly. And so for me, it's all about, you know, it's securing the data, it's, but it's also, data is so complex now for the marketer. So you've got social data, highly unstructured, you know, you're listening for keywords. You still have to interpret that information. You've got highly structured data, demographic, for example. So it's how do you bring all that together? You can bring that together in the Marketo Engagement Platform, and then you can turn that into something meaningful. It's always funny. I always love to interview the new CEOs because they've got the fresh perspective, but I can't ask the tough questions because you've only been there for two months, you can say, I'm only been there two months. I really can't answer that question. Yeah, I've got my- So I'll get a more generic on that. What, to try to get some of the hidden questions that I'd like to expose for the audience. And really the main one is, what attracted you to Marketo? I mean, you left a pretty senior, very senior position at SAP president. And Marketo is like the ship that's out there. It's a motorboat, but some are saying that the waves might be big enough. And so, you know, be like, okay, but they're public companies, so everything's out in the open. What attracted you to Marketo? What got you to say, hey, you know what? I want to ride this speedboat. Well, the trigger point for me was, especially at SAP, you get exposed to kind of the big macro trends. Big macro trend, everybody knows it is digital transformation. SAP's talking that Microsoft, Accenture, pick the big company they're talking digital transformation. And it is real. The reality is you either are a digital native company, we're born digital, Uber, or you're going digital, i.e., you're a hospitality company trying to compete with Airbnb and you gotta go digital. So I wrote an article on go digital or die, right? That's the notion. And when I looked at that, I said, so how does that lens apply to marketing? Well, the reality is that the marketer in the digital economy is only going to win if they can engage with not two or three people, but millions in an authentic and personalized manner at scale. So that is kind of juxtaposed. How do you do that? How do you engage with millions of people at scale but deliver personalized and authentic experience? And I looked at Marketo and I saw this platform and I just said, oh my gosh, there's like this convergence of those two things that are going to happen. And I just think that the whole kind of marketing automation space, which is known as really, I want to transform that into the engagement space. We're talking about things like this engagement economy trend. I absolutely believe we are fully in this notion of the engagement economy. I think Marketo is right there. So I got to ask you a question because this is interesting. You mentioned getting personalized information. One of the things that's apparent, we talked about this on my Silicon Valley Friday show, if you go to soundcloud.com slash John Furrier, that people watching can get the copies of those. But the thing was the recent election highlighted an issue around trust, right? Fake news, younger natives, digital natives, younger kids, they actually don't know what fake news is and what real news is. A lot of people are moving off cable TV into digital, which opens up the Snapchats of the world, different channels, omni-channel, like things. And so this brings up this notion of communities because what people are turning to in this time of no trusting the mainstream media or news or Trump or what they were saying, it's causing a lot of fear. But it highlights an issue, which is what's real and what's not, it's content. Content also has a relationship with users. Content is marketing. Content is came. Trust is now a huge deal. How do marketers now deal with the fact that content marketing coming from a company, it could be fake news, but is it real or not? And how do they get the contextual connections? Is it the communities? We see that in elections. People kind of going back to their tribe and saying, oh, anti-Trump or Ford Trump or whatever. So tribal communities are a big part of the data. It is. What's your thoughts on this trust factor and data and the content? Yeah, yeah, well, so I think, I mean, a couple of things. First of all, I think you or I as a consumer or anybody really, we don't respond well to sterile, moderately creepy advertisements that show up that you know, okay, you're tracking my cookie in my browser. That is just, that's a non-starter. I think that that in and of itself is not interesting. Now we respond well to, as I said, that kind of personalized, and I use that word authentic content.  But if we deliver thoughtful content, it could be a comparison of vehicles that you've been looking at and take a look. So there's more thoughtful content that you can deliver that I think can come through a Mar-Tech platform like what we have our engagement platform. Now, I will tell you that trust, to me, it's not just the authentic nature, it's also a consistent engagement. You can't show up, show me an ad one time and I'm just gonna buy from you. It doesn't work that way anymore. So it's about having a relationship digital at scale, but it's delivering that human touch. I wrote a blog on this where I said, how do you deliver the human touch at scale? What's your blog address? Was it on? It's on Marketo's website, actually. Yeah, right on our website. So we talked about that as well. And as companies are moving away from you or I managing the social engagement to the AI engines, the machines engaging with us, I think that we run the risk, the marketer runs the risk of reinforcing the sterile kind of engagement and that's not what we want. We want warmth and human touch, that breeds trust. So what's Marketo's technology? I mean, people look at Marketo and people in marketing general, ah, they just hire in agencies to do all this work. This is a real Mar-Tech marketing technology going on. Highlights some of the technology for the folks watching because I think it's pretty interesting. Most people don't understand that there's a lot of machine learning, a lot of technology involved in databases from security to trust to also enabling real time, share some insight into what's going on there. So there's a notion of engagement platform which we believe is just fundamentally different than your run-of-the-mill marketing cloud. So the engagement platform from Marketo is all about that listen, learn, and engage kind of methodology that we think about. And the listening notion, as I said, literally is we can listen to anything, your custom data, social channels, smoke signals if we had to. We can read and consume almost anything. And if we can't do it, one of our partners can with like a DMP, for example. The learn, the core of our engagement engine, and this is pretty neat. So we have three engines in our engagement engine. We have the automation engine, which is all about, I hear you say something on Facebook, I can engage with you. Then there's the analytics engine so I can help you understand what are people talking about on Facebook? What are you talking about on LinkedIn? And then there's the AI engine. This is where I think the merger of the marketer and the machine is going to start coming together in a big, big way. So our AI engine allows you to not just say, well, if people say Silicon Angle on Twitter, then send them this. But you can actually have it adapt and customize. And learn and reason. Learn and reason. So figure things out and do some prescriptive or predictive. Oh, not only just predictive, actually have it, I think it's borderline kind of clairvoyant, but understand, well, I'm not just gonna immediately react to something that you put on Twitter. I'm gonna go and I'm gonna check the rest of your digital persona that we deploy. It's just a digital assistant, basically. Not a sales rep, it's more of an assistant. It is, it is. And so the future of marketing is simple. I can build a marketing or an engagement campaign and I can click a button that says make it adaptive. And then that's when the machine and the marketer come together. And so on top of that engine, we have our marketing applications, our native apps like marketing automation. We have a new one, account-based marketing, which is a pretty big deal, especially in the enterprise. Account-based marketing is all about going from the single buyer to the consensus buying, the behavior that's seen in the enterprise. And then we have other technologies like mobile marketing so we can track when you open an app, if you close it, if you click on it. So it's not just one thing. We have a range of marketing apps that sit on the platform. All right, so I wanna get the final question. I wanna get your thoughts on just the future of the business. Obviously you're there two months. You gotta get to know the team. You gotta get to know the players. Any changes on the horizon that you'd like to show? So you've got a big launch coming up with Orion, codename Orion, which is there in your new engagement platform that you guys pre-announced. You've got the announcement coming up there. You've got a book going on. But for Marketo, what's the guiding North Star for you? What do you say to customers and kind of the vision and what changes do you look that might be coming down the pike? Yeah, so the vision, there's two elements to that. One is that our core focus at its core is we're going to help the CMO build the lasting relationship, drive revenue for the company. And the way that we're going to do that is deliver the engagement platform, which we are now rolling out. I mean, we've been working on Orion for a long time way before I showed up. And Orion takes the ability for a marketer to go from millions of interesting touch points per year, social, mobile, digital touch points to quadrillions of touch points. We are ready for that digital transformation, what we call the engagement economy era. I'm writing a book on the whole notion of engagement economy. We're entering this new era where if you're not able to engage with people and also things, because things will be out there too, at scale, you won't win. You just won't win. I want to get your thoughts on one final point. I know we're kind of running up on time on this segment, but if you look at the cloud, going back to 2008, 2007 timeframe, when it really emerged and Amazon's already, had a couple of years under their belt with what they were doing, you saw the DevOps movement, emerging development and operations, be the real catalyst, those early adopters, those Navy SEALs, the Green Berets, eating nails and spitting glass out. So that was Facebook. That was the big web scalers. Yahoo, essentially invented Hadoop, which became big data. You saw all these companies that were new natives build their own stuff, not buy off the shelf equipment. And they became the canary in the coal mine for everybody else. Now everyone wants to be like AWS. Even Microsoft's changing to be more like AWS and competing directly with them. Google's changing. So those early guys in Facebook, what they're doing with drones and virtual reality, you know, the stuff they're doing with open compute, those are now leaders. So they are the predictors of the future, in my opinion, that's how I look at it. So the question I want to ask you is, how does Marketo rank up? Because companies that don't have huge early adopters of the scale side of it, platforms that can't scale probably won't have any headroom. So do you have an example where your business has guys pushing the tech, scaling it up, that are gonna be that canary in the coal mine? Do you guys have that mix of business? Can you give some examples? Yeah, I mean, first of all, we have fantastic customers that are using us today. At scale? Oh, at scale, absolutely. Whether it's a GE, for example, GE is literally attributing billions in revenue to the Marketo engine and the campaigns and efforts that they're driving through that. GE is a perfect example. Microsoft and other great, when there's lots of great examples of customers of ours that are doing what I would call hyperscale engagement. With marketing data and everything. With marketing data, et cetera, et cetera. So they're using your tools at large, large scale. Yeah, and I'd say it's the scale that today you get these hyperscale example points, but tomorrow everybody is gonna have to do it. It's just, what's neat for us though.  Do you see that model? Yeah, unequivocally. And the neat part for us is because as a marketing automation technology or an engagement platform, we're fully integrated with Facebook, LinkedIn, et cetera. So they actually pull us forward. We get that, I think we get that, we've got the telescope to see the canary in the coal mine a little bit further down the road, assuming it's a well-lit coal mine, but we get to see that a little bit further down the road. So it's an advantage for us strategically. So I gotta ask you the question because in the database world, there's systems of record, there's systems of engagement, and then systems of AI, IBM calls it cognitive. Yes. How do you guys play in that new era? Is that just all marketing for them? Well, I mean, everybody has their kind of- Does cognitive exist? Yeah. And do you have something? So to a degree, so everyone has tech and we certainly have, what I characterize as adaptive and intuitive, that's my version of AI. You know, I think saying artificially intelligent, it's kind of like, I've met a bunch of teenagers that I consider to be artificially intelligent, but the reality is that everybody to a degree has this brochure layer tech that they run around waving. It really comes down to what's practical, what's usable. And for us, that's what we're focused on is what is adaptive and intuitive technology that's gonna merge the marketer and the machine? Final question, final, final question is, what's the top three priorities for you? If we look back on your performance next year, this time, what are the top three things you wanna accomplish as the new CEO of Marketo? Well, number one, championing engagement economy. We're there and I think people just need to understand what it is. Two is help the marketer win. I mean, the reality is if you boil it down, you ask the question, what does the marketer want? They wanna win. They just want to win, help their company win. And so we wanna help the marketer win. And then three is really engage our marketing nation. We've got a community, an online community, talked about communities, over 100,000 marketers that are working inside of that community. It's just absolutely huge. And so I wanna engage the community. If we can do that and be just customer-centric and oriented, our technology, the AI, all of those things, part of our engagement platform, it's gonna help us win too. Steve, congratulations on being the CEO, Chief Executive of Marketo, great to see you. Steve Lucas here inside the Cube, and Palo Alto's new studios here in Palo Alto. 4,500 square feet, you can see a lot more content, live programming, as well as featured interviews with top CEOs of Silicon Valley and top technology companies. I'm John Furrier, thanks for watching.


Okay, these next set of strengthening exercises really focus on your upper middle and lower trap muscles. I find that this is probably one of the weakest area, no matter if it's a seal operator or a student here in training. This is one that's very often neglected and it's very important to help open your shoulder blades up as well. Most guys, it's very common for students to come here, be able to bench press maybe 200, 220 or more pounds, yet barely be able to hold their middle and lower trap up. If I were to line 10 students up on my table in this position and resist them, go ahead and resist me, very weak in this position right here. Also very weak in the lower trap position right here. Most guys, I don't care how big they are, I can break with one finger. Some guys are amazed at how weak they are in that position. You've got to have equal strength in your back just as strong as your pecs. You've got to have equal flexibility. You have to work on avoiding these strength imbalances and flexibility imbalances. One of my favorite exercises to work on for the middle and lower trap weakness, we call them Ys and Ts. The first one is the T position. I like doing it on an exercise ball because you can use your core along with it, but really this nice straight arm powerful thumb towards the ceiling position with dumbbells, just doing sets in this nice T position right here focusing on that middle trap. It's very common for a student that can bench press 200 pounds to barely be able to use a 5 or 10 pound dumbbell, so you really want to work on that. The next position is for the lower trap, is in this Y position, really coming up to my hands right there, very powerful movement right into that lower trap. Both of these are weak, both of them help, open your shoulder and really help with the shoulder health in combating the strength from your front side. The next exercise is incline press. I tend to find that if you do an incline press with a straight bar in a fixed hand position, it tends to be a bit aggravating to the shoulder. So I like to see more dumbbell press where your hands can open up and open the shoulder joint and doing more incline press with dumbbells than with straight bar, but really whatever is more comfortable to you as long as it's not painful. So straight bar position tends to kind of wind up and tighten the shoulder joint and be less comfortable and sometimes have some tendonitis issues, so I tend to like more of a hammer press in this position. Just tends to be more comfortable on the shoulder. Me personally, I like this position. Okay, the last exercise we'll talk about are pull-ups. I think pull-ups are a very good exercise. I think if the workout becomes only pull-ups where sometimes guys are doing pyramid sets, we're doing high numbers, 100 to 200 pull-ups in a workout, that tends to be a problem.  You really should be able to do double-digit pull-ups before you come to buds. 12 to 15 would be a good starting score and most guys here can do over 20 dead hang pull-ups. So you do have to do them, but it's just important that we work the other groups so that you can get away with that without having problems.  Alright, I'm Lieutenant Commander Jim Cowan. We're going to wrap up the discussion on some of the prep failures before you come to buds, covering a few of the highlights that we've covered in the videos up to this point. Alright, the first thing is diet. Guys are not eating a good diet before they come here. You need to start eating a balanced diet. Make sure you have a lot of colors of vegetables on your plate, you're eating a good diet. That diet should also include a thousand milligrams a day of calcium. We've had some of the highest stress fracture rates ever reported in military training here. Our rates are down much better through these type of prep videos, but we still need good bones before you come here. I had a student today that I dropped who was only running 15 miles before he came to buds. You've got to be running comfortably 30 to 40 miles a week before you come here and have good bones before you come to buds or you will break. Vitamin C is also a really good thing to be taken. So diet rich in vitamin C, eat a lot of fruit that also helps for the bone health. And make sure you're not drinking sodas because the sodas undoes all the good of the calcium. So no nicotine. Most of you guys, well no one really should be smoking or using nicotine if you're coming here. All right, but no nicotine and no sodas that undoes a lot of the good things that you do through your diet. Make sure you're getting the calcium. Make sure you're eating a good balanced diet. All right, talking about the lower extremity failures that most guys fight before they come here. They start with bad footwear. Make sure you're going to a good triathlon store or somebody, physical therapist, podiatrist, summit in those feet, all right? Make sure they know your type of foot and they have you in the good kind of run-in shoe that you need to be in. You need to be changing that run-in shoe every six months or 400 miles. That's the recommendation for the military and that's true. You will break down a shoe in about four months with high mileage training. So if you really are running 40 miles a week, we're only talking about a pair of run-in shoes every 10 to 12 weeks. So make sure you're in good footwear. Also make sure that you're used to running on unstable terrain.  So you've got to be doing some kind of unstable trail running, unstable terrain running, running in sand, running in soft sand. The last thing you want to do is show up here at Buds and not have been running comfortably on unstable terrain, probably up to 30% of your mileage. You need to strengthen the muscles around your shin. We've talked about these stress fractures in the lower leg, right? That's at least a 12-week roll if you come here. You need to build up the muscles that surround your shin and we've shown you that in the video, make sure that the muscles are there protecting your shin bones and keeping it strong. And the last thing, I tell people, if you only did one stretch for me before you came to Buds, it would be a calf stretch two or three times a day because most of the lower leg problems that we see somehow relate in some way to calf inflexibility. So stretching your calf muscles routinely all through the day is a good thing before you come to Buds. Also we've talked about the weakness in the lateral hips, right? Guys do a great job at strengthening their quads and their hamstrings, their calf muscles, but they totally neglect these lateral hip muscles. And so when you start to run, you get a lot of knee problems from weak hips. Most of the knee pain that we see here actually aren't knee problems. They're hip weakness. So you've got to make sure that you're working on the lateral hip strength to avoid the knee problems, right? Because that is a big failure and I see it time and time again. If I line 10 kids up, only one will have adequate hip strength on the lateral hips. Almost every one of them has weak lateral hips. And the last thing is shoulder preparation. You need to work your rotator cuff. You need to stretch out your pec in your lat muscles to undo all the strength that you're working on for pull-ups and push-ups to get here, okay? And you also need to be working out and be very comfortable in the overhead position, right, with up to 30 pounds for 30 or 40 minutes because that's coming as part of the log PT or the boat PT. It's not uncommon for an hour for the students to be overhead with a log of 200 pounds for six guys. So, you know, 30 to 40 pounds overhead for an hour is the requirement and you need the flexibility and the strength. We have a lot of our students when they're on the bicycles with 30-pound medicine balls overhead. They do a lot of overhead medicine balls on the treadmill and on the bicycle to prepare the overhead strength and endurance that they need.  Do not be behind your ears as this causes most of the nerve injuries that we see here, right? So, you need to be very comfortable with your hands, right in front of your ears, right over your forehead, and be able to maintain 30 to 40 pounds there for up to an hour sometimes. So, you need to start working on that now if you want to do well when it comes time for log and boats. All right, these are the highlights. Hopefully this keeps you healthy and keeps you out of our clinic. Good luck and we'll see you buds.


Ladies and gentlemen, good afternoon and welcome to the last panel of screen age Last because probably this is the biggest panel with seven panelists. All who love the sound of their own voice myself included I think it's going to take us about 40 minutes to get through just introducing who's here So I'll save everyone some time meet said that said that said that said that and severe No, I'm just kidding.  So let's have some fun We'll try and make it not confusing with too many sedats. Of course, we have the pretty lady right in the center So I'm Keith.  Of course We're here to talk about video Yes, we're in a post-covid world. Yes, content consumption has gone through the roof. Yes OTT platforms are recording groundbreaking numbers. We know all of this. We're gonna talk about all of this in detail We're gonna talk about the role that different platforms play we're gonna talk about the role of the creator and We're also gonna talk about the role of 5g in video Although Dolly we were paying attention to your presentation and we did realize that you say that 5g isn't really gonna change the Landscape and video too much. So I guess the panel is done. Thank you ladies and gentlemen No, I'm just kidding. Okay, cool. So let's get this show on the road Panelists, thanks so much for taking time out today and joining us and sharing your insights with the screen age group That's gathered here today so of course, you know In this post-covid world in this mobile penetrated world Content consumption has taken new dynamic in new paradigm and having said that we're gonna try and debunk a few myths over here breakdown a few Facts about how the content landscape is evolving given mobile phone penetration given the fact that OTT is reaching new heights Now, let's start by trying to understand. Ankita.  Let's start by trying to understand why video has taken off so rapidly and aggressively as Opposed to other forms of content other mediums, etc That haven't necessarily seen this kind of exponential growth over the last few years What is it that has really thrown fuel on the video fire? Cool. So Siddharth Siddhant. Sorry sit number three Let's call him sit three. Let's do sit one sit two sit three Okay, so sit three, you know, of course We've seen the advent of so many new video platforms also pop up specifically during covert where every second person with a smartphone In the hand has become a creator as well now with the advent of short-form content content consumption patterns have also completely changed Right. How do you see brands or creators being able to harness this strategy to create video ecosystems that pan to a variety of audiences across platforms? Firstly, thanks for having me here guys. So I think that's a damn good question And because we currently seeing an explosion, right? Anyone like you said anyone with a smartphone is essentially a creator and that's The smartphone is basically a moving studio. I think for brands It's important to firstly understand that you know each platform exists for a certain reason within their within their category And if your audience is there you better be present over there, right? And especially I think a very important point is to ensure that you know You don't have a singular message or a singular format running across every platform, right? Each platform for your category has a certain nuance with play within that nuance address address the kind of you know Metrics that work over there and I think it's also important for brands to perhaps let lose a little bit Let it let rely on the creator to take your brand forward, right? I think creators do quite well when they're given that freedom to express themselves, right? And take a little bit of ownership away from the brand saying, you know Let me also define what you could be on this platform, right? And if brands are able to live with that courage saying, you know, let me rely on this guy You know, he has he or she has amazing creativity and let them figure out, you know what my brand can be over there So let make them part of your content strategy rather than you know Just working with them and telling them that please speak about my brand or speak about the you know My features this is I think what is perhaps very very important You have to be active on those platforms And you have to rely on those creators on that on those platforms to take your brand message forward and not the dictate terms to them Interesting. So you spoke about the authenticity of the tone of voice You spoke about the brand's openness to let creators be co-creators of the brand and help define their narrative and help define their landscape Let's hear from one of the brand guys actually sit one You know, you're a brand guy and you've been on the brand side for a while You guys have been championing video at TVS and of course worked with a number of creators Why don't you talk about your experience in terms of how creators are able to retain the ethos of the brand and still do justice to the various Different platforms that they specialize on while distributing to their audiences Which has a variety of stakeholders We have learned we have learned that we really really need to look at video content at Multiple levels and define the objective very clearly. There are certain video content which we create purely with the Need to build our brand presence and brand awareness Whereas there are a certain types of videos which we create which is very very clearly targeted at bottom of the funnel Sales-oriented activities the other one which we to maintain the brand essence and to maintain the Ecosystems respect for the brand what we have figured out is more than just talking about us We create content where our ecosystem is recognized and they believe that they are being talked about and our Ecosystem partners are influencing partners who could be our Mechanic partners or could be retailers. They become the champion and hero of the video and in this way We are able to actually I would say scale up our brand through our Stakeholders and not just us keeping on harping about what we do and how we do That was brilliant Sid you said so much you spoke about the role of video in the life cycle of the brand You spoke about the consumer journey You spoke about the video format to meet its specific goals and then you spoke about real world influencers for bookmarks on that On that one sit. I'm gonna stay on platform a little bit before I come to consumer Rupak Let's talk about a different kind of platform now You guys at bang bang have been medium agnostic and platform agnostic with a lot of the content that you guys have created Of course a lot of us in the video space started with TV and eventually evolved to digital and with digital We don't have the same restrictions that television would provide for us 10 seconds 20 seconds 30 seconds Even with digital now we started by doing editorial content then moved into branded content And now we've moved into OTT with brand integration coming into OTT content as well So why don't you share some of your experiences that the flexibility of digital has really given creators and brands alike? I think with Netflix turning on the tap of Advertising in India around the world and yet to do it in India But in general, I think that question perhaps Answering that question perhaps becomes a little less urgent, but it's urgent nonetheless, right? And I think the the particular thing and this goes back to the principles of branded entertainment and branded content as Was being spoken about initially right people come on to these platforms, especially if they're paying to be on these platforms They're going there because of the integrity of the content. So they're Their tolerance to put up with brand messaging goes down tremendously. However, people aren't averse to brand messaging They're only averse to irrelevant brand messaging and that we've proven time and time again If you've got a fabulous piece of branded content and by fabulous piece of branded content I mean one where you know, there's always a balance Branded entertainment. There's brand. There's entertainment and as long as you have the balance, you know tipped in favor of the entertainment Not just entertainment. I use that as a proxy for all kind of value that you can get out of it It could be entertainment. It could be education. It could be utility. It could be information Whatever it might be as long as they're getting that value exchange. Essentially, they're giving you their attention And you know for so that you are able to you know provide that brand message I Think that works fine And that's something that brands are training themselves to do better and better agency partners are training themselves to do But at the end of the day remember that you're competing not just with other brands You're competing with stranger things. You're competing with family man. You're competing with sacred games You're competing with everything, right? So that's something that has to be particularly kept in mind I think that you're just starting to see the beginning of it actually just scratching the surface There are brands who've done that quite well, but also remember, you know, everyone can't be Apple and Nike You know, and so brands need to know where they are what they're doing what their ability to do things is and so cut Cut your coat according to the cloth that you have as well And the ambition shouldn't get the better of you. I think that's very important And I think finally the last part of it is that, you know, often enough when you look at this stuff People often ask the question and I and I highlight this in particular because when suddenly the stakes are higher because you're competing With not just other brands, but all content that's available out there in the universe Then it's about the quality, right? And I think people often ask why can't we produce content of a certain quality in India when we're competing on let's say branded Entertainment forums or can't branded entertainment lines, whatever it might be It's not about the people often think it's about the budget and the money that we have It's not that right because there are brands who actually spend Disproportionate amounts of money or when it needs to be spent or have the ability to spend it The answer actually is time and that's the that's where we get caught off guard in India Is that we often don't have enough time and if we're able to do that That's very important in order to provide that quality output I actually want to circle back and debunk that myth because there are a lot of people who say look budget Kitna ham look content as I bring it and I want to come back to that because we're all on the Agency slash creator slash brand side who have this restriction and limitation, but are still able to work within our means So I want to come back there and Rubak You said something very interesting Which is a bookmark for the audience as well saying that effectively you need to be conscious of the fact that you are Comparing for share of time of that user that he's spending in front of that screen Whether it's his iPad or whether it's his cell phone or whether it's his connected TV in this case, right? Which is all trying to eventually reach an audience and the second bookmark I want to make for the audience over here is Netflix turning on the tap as far as advertising is concerned right that's a bunch of red flags and a bunch of green flags Depending on which side of the fence you're looking at this from and when it comes to advertising Let me now come back to Karthik. Thanks for being patient with me and ladies and gentlemen I promise you Karthik is hairs not turned white while waiting for his turn here It was white before we got on to the panel, but we will come to Advertising here Karthik, you know given the fact that you do come from group M And you got a wealth of experience there everyone's talking about you know segmented audiences and everyone's talking about the most Effective way to reach these audiences now platforms keep playing around with their algorithms And as a result the concept of organic reach is continuously challenged time and time again, right? Influencers themselves creators themselves struggle sometimes to keep up with this Algorithm to make sure that they can maintain their reach and be relevant to their audiences But having said that what is the boilerplate advice that you have in order to meet these goals of letting brands reach? Audiences organically without falling into the trap of asking media plan may budget. Kitna. Hey Algorithms will exist as long as we're around There's no point in in trying to commit and what you're trying now will be very different two years down the line I think the from a boilerplate perspective to me. That's very clear, right? I think whenever you know like like Rufal said we're all in rest three two three minutes We all decide when it's when we start a video, right? And at some point in time that content to resonate either we or because That we feel very strongly about or is it someone that we really like So for a brand to be able to demand that sort of a time investment from the audience You need to be on top of what is that big? Why am I going to resonate this? Why is the audience going to resonate with this and for that? I think it's very important to Understand different subcultures Getting something You need to understand is the audio okay? You need to understand how how what what what is working in gratitude if you're trying to create something on hip-hop You can understand what's what's working in it if you're trying to create something on Say sports you need to understand, you know, what is that subculture? How are people? Likely to enjoy it and then sort of go into the the ideation phase So to me decoding the subculture ahead of time is that boilerplate? So I think classic advertising one-on-one everything starts with the inside Understand your audience get the inside right double down on the inside and every the idea the messaging everything stems from there Sit to you said I said one you said something very interesting about the role of content I'm actually gonna loop sit three in into this conversation as well. I know it's really confusing to keep up Let's just call them sit so sit three. I'm gonna loop you into the conversation You come in from the publisher side right for publishers your balance sheet depends on the strength of your community, right? It's all about the size of your community for you And I want to talk about the role of content here because as far as community is concerned when you're a publisher yourself It's you're very conscious about how many audiences you're reaching how relevant these audiences are to recruit them into the community Because eventually you have a very different challenge from the rest of us We are trying to buy media for our brands. You are trying to sell media to our brands So you're looking at things from a very different lens altogether, right? So when we look at it as role of content top of funnel middle of funnel bottom of funnel We're very clear about what that content needs to do for the brand basis the life cycle of the journey You don't necessarily look at it the same way. Why don't you shed some light on that? So I believe the biggest challenge that we have faced is there's an audience But the audience attention span is very limited and one thing we need to understand that for anything to be popular unit mass Acceptability which essentially beat you as a medium grew thanks to tiktok. So tiktok is your what's your first? It's bad in India now was your first shot to fame, you know Suddenly you put a tiktok you get followers and you realize that you can become your own star in your locality Without visiting may be the wire for our t-series office for an audition so Like I was saying when we created content Action emotion as means of Content ingredient played a major role Secondly the challenge for us was with the short form increase Brands tell us a minute. They can eat though minute. They can eat the minute. They can eat the dropout rate Was so high because people are used to the short form content consumption beat on reels or tiktok or shachar, etc So how to map that audience and increase the audience attention span being Spend so that they go to that moment where the brand messaging is there is very very important Secondly, if you can use UGC content for integrations That really helps where we have done campaigns for brands where we have said Why don't you make a deal with a brand messaging and if it's cool enough we give it to the same jury who's maybe Agiticating a Netflix kind of a entry and if you have made a good reel on a creative wheel you get to win an award So that's how we have integrated some form of brand messaging, which is very very organic Thirdly, like I mentioned I'll take two minutes more that in the past we have had experiences where every brand consumption Pattern was different In YouTube we put up a talk show with a very popular TV celeb which got a lot of organic views But on Facebook it was not getting when we reached out to the Facebook guys and what's happening? They said why didn't you put subtitles in it? So we realized that on Facebook a lot of people were not listening to the video They were watching on it on YouTube. They were watching and listening together. So for us the internet audience the consumption audience is very fleeting and The feedback is instantaneous.  There are multiple platforms where they come and say, you know Your crap then your business is gone So it's very important that when you think about content creation with the brand You should think of all the things that can go wrong when you put out that video If you think of all the good good things then it's not gonna happen You should tick box the good and also the feedback part which is absolutely negative and then create plans around it That was amazing said actually you said three very important things and three bookmarks there, right? I think this is the second time that we're reforming that content is about co-creation Whether it's co-creating your brand whether it's about co-creating your narrative which was amazing, right? The second thing you said is that the Indian audience is very fickle and I'm gonna come back to that because we can dissect that and slice and dice it You know very interestingly and have some fun with it and the third thing that I'm sure everyone has fun with on a Sunday afternoon Is scrolling through the comment section of sticky content? So I'm definitely gonna come back to that sit to I'm gonna tag you in right?  So, you know I contact and all anyway, so So sit to I'm gonna tag you in we're gonna talk about We're gonna come back to the comment section of sticky content, but what is sticky content? Let's talk about a few examples stuff that you've watched it could be editorial It could be branded what is sticky content stuff that's jumped off the page stuff that you said man I wish I made that piece of content So I love brands that can entertain me and tell us why sure yeah So I'm a big fan of brands that choose to entertain you frequently like if there's something that's every day or maybe weekly I'm not a big fan of brands that only wake up. Let's say once in a quarter do one campaign and they move on right And I think a good example of brands that do that well come from sports right because you know wild sports is very seasonal They may I mean let's say Rajasthan rolls is the brand that I want to talk about they may be very relevant during IPL Right, but outside of IPL. They also need you know reasons for someone to actually come back to them And the reason I like what they do is because you know, they're able to create a robust content calendar that goes beyond IPL And is able to perhaps also circumvent a lot of challenges that can come right They can you know, you may think that a sports team has access to players 24-7. That's absolutely not true Right and there will be a lot of lots of other challenges, you know based on whether your team performs doesn't perform So the way a sports team is perhaps able to you know, still trap you keep you hooked Irrespective of how well they're performing right because let's face it RR I don't think as you know one in a long time right But it is one of the most well-loved well-loved sports teams in the world right and the way They're able to do that right is through constant fan engagement is through ensuring that there is a very loyal base That will keep coming back to this page Irrespective of what happens on the ground Irrespective of who which player has said what or you know, whatever other news may be circulating I think they get it right every time and and there's there's a lot of learnings that you know Perhaps we can take from swords brands and apply on to other brands that are interested in sports And we've done that actually with brands like Aether Aether's one of our brands You know which recently partnered with Gujarat Titans There was so much that we learned from what we did on RR that we put into a partnership over there because we were able To perhaps use you know, you know if you have taken up a sponsorship you get certain entitlements Right, you'll get three hours with the player and those three hours with the player will perhaps go like that Right, and you've practically shot nothing so it's learnings from how they were able to use those three hours right that Made a lot of sensors because we got a lot of amazing funny scripted content featuring comedians Which otherwise would not have been possible So I love brands that can do that you know brands that are active throughout and don't just wake up on a certain day And I think RR Rajasthan Rajasthan is a good example of something on that and you guys Aether did a pretty cool metaverse experience as well for the IPL this year Yes, yes, yes. In fact, we have a lot of entries in the evening. I'm very excited We did that metaverse experience Karthik you see a lot of content as well sub a couple of examples from your end What kind of examples of content that's jumped off the page content that you said I wish I had made this piece of content and why We did actually make the piece of content for Mondeleev I think the one that we did for Diwali which Harukaan And again, it goes back to what I was saying earlier like what what really worked in that was At a mass scale if you're able to personalize Content like that, you know, because we used technologies like deep-fake. So So that that really really works I'm also a huge fan of you know internationally What brands like tide do which is take something that is on on television and make that an experience I like the you know, I'm talking about it. It's a tide ad Commercial if you haven't seen it, it's a great case study. So to make television an experience is really a challenge Isn't it otherwise it becomes this static thing that you watch once in a while And then we sort of move away from that to make that an experience to bring that to life on digital and even to on ground I thought that was that was fascinating I'm sure I'll think of more So two things to bookmark over there very interesting right you spoke about aided content aided content is AIDD content as an aided with artificial intelligence aided with machine learning We're going to come back to that and you spoke about cross-media content as well picking up a television asset and having fun with it on Digital this was a formula that we all had to do seven eight years ago When we didn't have budgets which we're going to come back to very quickly to decode budgets on digital But now of course if you have the ability and the flexibility to build differently for different mediums How do you retain that authenticity and that consistency across mediums? And that's a great bookmark Arctic seed one. I'm gonna I'm gonna come back to Karthik's first point He spoke about aided content. He spoke about using tools today There's Java is copy AI Rephrase bunch of stuff that gives you so much technology to create dynamic content Now I would imagine in a rich ecosystem like yours that creates immense opportunities to be able to dynamically Manufacture this content for a variety of different purposes coming back to what you spoke about I had bookmark real world influencers, and I know you guys have done some superb work Why don't you tell us about that? Yeah, so This is an example, which we had done using artificial intelligence and machine learning so Answering two things one is how without asking for a media plan. How do you organically make something? Actually create the impact and the other one is how do you actually? have actual real-world Impact creators as the influencer. So what we had actually done was we partnered with CSK as principle sponsors last year so what we got was we had a chance to actually record one of the superstars and We had a one-hour session with him where we actually created an avatar out of the superstar And then what we did was we were able to make customized ads for 30,000 of our Retail and mechanic partners customized for each one of them And we had done this in about four or five languages English Hindi Tamil Malayalam Bengali so we had done in a variety of languages So it became their own piece of ad and we were very clear So we did not endorse our brand or our product So most of a retailer are actually multi-brand multi-product retailers So it was an ad for them where the superstar Tells them that if you want these products you go to this person's shop So this actually at the bottom of the funnel helped us activate 20% of the inactive counters and also from the Retailers and the mechanic partners perspective. They felt very excited and happy about the whole thing so I think from a brand perspective and from a bottom of the funnel perspective I think it helped us a lot and we didn't spend a single buck on Media promotions. It just happened organically Lovely, I think this is the third time for the audience's bookmark Rupak brought up the first time sit two brought up sit three brought up the second time is said one We spoke about the role of programming, right? I think Rupak spent a lot of time on that and then sit three spoke about the Bollywood show that they made Which obviously had a few popular faces and now sit one spoke about the partnership with CSK Which obviously had a popular face as well and thanks for that sit You also spoke about without spending any money. You were on paid media. You were you were able to activate 20% of Unactivated offline channels and we're going to come back to metrics, right? But I'm gonna tag you into this conversation here because of course when you throw star power into a into a video It's gonna shine right you put CSK superstar and no prizes for guessing who that could have been and you put Bollywood actors You know sit three and you know, obviously these videos are gonna shine But when you don't have the flexibility of using these large-scale Celebrities and you need to be more nimble you need to be more agile you have to get faces or personalities that are closer to the ground that will appeal to people on a slightly more realistic basis right and I know that you guys do a lot of work with micro Nano on the ground that will create large-scale content Which may not necessarily be supplemented with technology as Sid one just spoke to us But supplemented with great audience connect Why don't you tell us some about some of the work that you're doing with micro nano to get this great audience connect and Wide distribution at the same time So I think at only we We always say that we help you find your Mr. India So that is not some celebrity that is not some influencer who's become a celebrity But it is that one influencer who's sitting in probably some a place in Kerala Which you might not even know off But when this person talks about your product your product will definitely get sold because of the factor of the Resonation so we did this one campaign called the Bama though and this was a campaign during Raksha Bandhan and we actually Broke the norms of actually gifting By gifting your fashion personal care. We rather focused on Gifting a DMAT account. We rather focused on gifting a course by you to me We rather focus on gifting a bank account SIP and these products which did not sell during Raksha Bandhan So 32% hike in their sales without any celebrities So we tapped around 500 micro influencers from various regions like Gujarat South Kerala and even up in East and these influences actually did the talking and they actually resonated with it Yes, why should we give something that is perishable? Let's give something that'll last long and something that the person will remember you for life Okay, I started investing because my brother gave me a DMAT account and that became a conversation starter Once you have a conversation starter between your families and you discuss that that is a campaign.  You know when you do that? I think that's a campaign idea I would want to resonate with rather than any superstar campaign and At only we have 2.5 lakh plus influencers and these all nano small micro influencers. We have housewives from Kerala We have a housewives from From Gujarat who make the vlogs but the kind of conversion the kind of loyalty that the audience has Even one subscribe unsubscribe to them is a big pain They actually come back to us and tell us that ma'am, you know, this content is not working Should we tell the brand and work on this content that will work out better for the brand also and audience will resonate as well So, yeah, I would always want to tell brand that it should be open to ideas because every content is different Every creator is different. You don't know what the creators audience is wanting to listen to and nobody not me Not you it's the creator who knows the audience best You know, you said that so matter of factly Ankita as if like everyone knows this but thank you for those valuable insights and What I really liked about what you said right now is that you know when you're trying to activate an audience in Kerala You're bringing micro influences from Kerala that people relate to and in all likelihood They are not the influencers from three and four years ago pre-pandemic was speaking English, right? If you bring influences from the south they're going to speak in regional languages And you see all languages right for Malayalam to Tamil having exploded in terms of their content creation abilities Creators gaining mass populace, you know on the various different platforms Karthik, can you throw some light on how regional content has now started overtaking this? Homogeneous old-world advertising English medium that we knew 15 years ago There are many examples For example, I don't know how many in the audience know the most listened to podcast today in the country is actually in a South Indian language and Some of the the engagement rates, you know that you're seeing there And it's not just South Southeast Marathi some of the creators and I could ever know this really well Some of the engagement that you see With a very small subgroup a small language a small Is the engagement percentage is just amazing In fact in regional content another thing that we're seeing is also that You know while engagement with brand handles or non-social media has come down You look at interest groups, right? You look at interest groups for like technology or cooking or home improvement Or beauty for that matter beauty is just through the group There a lot of the content is regional in nature and some of the engagements you see there is just So very clearly today, you know, these are bubbles sitting here in Bombay in Santa Cruz We really don't know about it. So it's important for for data to sort of show you the way in terms of what's going on And then sort of penetrate and infiltrate these communities You know, that's that's really interesting because you said how to as a category and how to is actually actually the second largest search term on on YouTube right for a fact and Rupa I know you guys have also now branched out into creating a lot of how to content explainer content small You know pieces of content that actually influence the consideration side on the buy side Where that's on commerce D2C so on and so forth. So can you talk about how these that's the small snackable content? That's called a plus content or how to content really impacts consideration in the buying cycle tremendously, I think my In my other company jack-in-the-box where we work with a lot of clients to Do various things in the digital space But in particular one of the areas of focus over the past three to four years has been on Ecom content specifically, right? So we work with Unilever for example to Create all the content for their specific Ecom pages on Amazon and other platforms for example and video in particular And the evolutionary curve of how this has been impacting the consumer journey and consumer decisions is The the evolution is tremendous over the past four or five years, especially, you know, you can see how You know little tweaks and as you all probably know Amazon doesn't give you specific Data on consumers obviously, but there is a fair amount of insights that you can glean from overall consumer behavior and and we feed that into what we do and make those specific iterative changes on a regular basis two videos for example and it's phenomenally interesting to see how one little tweak can have such a can make such a difference on buying let's say, I don't know Lipton green tea teabags for example just by changing one word or one sort of Change and you don't even realize it So it's really a great example of real-time understanding of feeding back into the loop and iterating from there Especially because these videos are not really high production or you know, sometimes they have a concept behind it Sometimes it's really functional and how to in that respect So it does work and it it actually has a direct impact on that last stage of the fund, which is the same Well, we're at time Sit to concluding remarks from you 5g is around the corner. We're here to talk about 5g today Gaming is going to go through the roof as a result streaming will go through the roof We spoke about hyper personalization around the corner. There's an advent of technology and automation That's going to penetrate this video to this video industry your thoughts concluding remarks on behalf of the entire panel I think the one thing that I'm excited most about 5g when it comes to video is gaming livestreams I'm a gamer myself, right and I don't think it's going to impact anything else as much as gaming because you know You do need a very very high bandwidth. Otherwise, you know, you're basically looking at pixels and The thing I love about gaming livestreams is that it's not just about the game anymore, right? Like people come with their own passion projects Someone may be taking an interview while playing chess someone may be talking about life or politics while playing a game like among us And if you're able to you I think what 5g will allow us to do is turn gaming Into a platform which is far bigger than just gaming and get more people into the mix, right? Because so far I think gaming, you know as a gamer I can tell you that you know We've been asked a lot of questions in a gamer You're you know, you're almost 14 now. Why are you still gaming, right? And there is that certain stigma, but I think with with stuff like this with live streams are coming really popular You would expect everyone to look at gaming as a much much bigger place, right? You have coffee with current where you're just having coffee and you're talking about life You can do the same over gaming and if I think if 5g can democratize that then nothing like it That's the one thing that I am very excited about looking forward to it Yeah, I can just add to that not as not as a non-gamer, but the parent of two gamers I actually see that and over through the pandemic my entire impression of that change And I think the killer app and the killer combination here is 5g with gaming engines that you have and that really change the game for Not just gaming everything around it That's all Well, thank you panelists. It's been a lovely 40 minutes. Thank you audience We hope we were able to shed some wisdom and entertain you in the process back to you