Felly, I originally planned to write this presentation in Iambic Pentamaser, but then I decided against it partly, because I thought it probably wouldn't work. But anyway, this week, the BBC Director General is officially launching the BBC Shakespeare Archive resource, so I'm lucky to be able to give you a sneak preview of the data and the technology that we're using. So, if you're all sitting comfortably, this is the BFI. I'm from the BBC so it'd be right to show you a short film about the research and education space which is our platform that collects information about media and other resources. We're using it to power the Shakespeare archive resource amongst other things. Something bold and new is happening. A technological innovation which will unlock the publicly held archives of many great institutions and inspire new ways of learning in the digital age. The research and education space, REZ, aims to make it easier for teachers, students and academics to discover and use material held in the public collections of museums, broadcasters, libraries, galleries and publishers to enhance learning. The research and education space searches the web, retrieving linked open data published by institutions about their collections, then organizes and indexes it. The index data describes topics and resources and directs applications to where they are located. The resources can be anything, TV programs, radio shows, images, documents or other digital assets. The platform does not republish digital media itself. Instead it finds places where the same topic is described, keeping track of where it can be found and whether it can be accessed. It delivers a comprehensive list of everything about that particular topic. REZ then provides open APIs, enabling anyone to build teaching products that can be simply and easily accessed by UK students, teachers and academics. Most search engines look at everything available across the web. For example, if you search for Bastille, it will display high-ranked material first, making it more likely to get references to the pop band than the French fortress, and it's not always clear who the material belongs to. The research and education space works differently. When you use a product powered by REZ, your search will match the topic of your choice and the platform will provide you with the information about the related resources from all the reliable collection holders it knows about. We want greater collaboration with collection holders to release your catalogs as linked open data. We want the vision of product developers to help us shape the many digital products which can be powered by REZ, and we want to hear from those in education to tell us what you want. We need you to help us make REZ the best in class. So that's the research and education space. I hope you'll agree it's a groundbreaking platform. We can't promise to do away with folly and ignorance, but we're trying our best. But a platform is only as good as the data it indexes, which is why I want to use the next few minutes to tell you about a data set released by the BBC and indexed by the REZ platform. To mark the 400th anniversary of Shakespeare's death, which is happening in April 2016, we are launching this week the BBC Shakespeare Archive Resource to provide schools, colleges and universities across the UK online access to our rich and diverse archive of television and radio broadcasts of Shakespeare's plays, poems, sonnets, and also programmes about Shakespeare, all described by a linked open data set published, and this is the important bit, under an open licence. The collection will include, amongst other things, the earliest British televised production of Othello from 1955, the first televised adaptation of Henry V, all 37 classic productions in the BBC television archive series, and many other things. We've got key classic interviews with Shakespearean actors and several of Shakespeare's sonnets in TV and radio broadcast. Away from the serious stuff, we even have references in entertainment programmes like Only Fools and Horses, Mastermind Deadringers and Blackadder, that is, where they mention Shakespeare, plus more than a thousand still photographs, which include all the ones we're seeing in this presentation today, and this is Leslie Moyer and a very young looking Stephen Tomkinson, starring in an adaptation of The Taming of the Shrew for Radio 3 in 1988. And here is a representation of some of the data relating to a programme about Hamlet. The first line refers to the player, which will make the media available. The second and third refer to the data about the programme itself. The fourth line is the most interesting. It shows where the data is, as well as the synopsis, it also shows that this is a programme about the Prince of Denmark, and you can see we're linking to Wiki data's entry about Hamlet as the proof of that. The fourth link below takes you to genome. That's the project derived from our digitisation of all the back issues of the Radio Times. As you can see, this is an episode of Monitor where Hugh Weldon shares a discussion between Peter O'Toole and Orson Welles about Hamlet. Can you imagine those two in the same studio at the same time? But while the data is linked and open, we can't take the same approach with the assets, and this illustrates one of the challenges faced by media owners in a more open world. It's one thing to openly licence our data. It's very much harder to openly licence the asset the data describes. We are perhaps fortunate to have a relatively permissive rights framework for use of broadcast programmes in educational settings, and that's the era licence. That's a product of the 1988 Copyright Act, which created an exception to copyright for students in primary, secondary and further education that enabled TV and radio programmes to be watched as part of their studies. The Act allowed for a licensing body to be set up so that some income flows back to broadcasters, and now, so long as the establishment holds an era licence and we're fortunate in the UK that most of them do, we can watch your lists of acre rather, can watch your lists into any TV or radio programme broadcasts since 1989 without breaking copyright. So all of this content will be available to people who have authenticated as being in education. We're working with our project partners, the BUFVC, to make the programmes broadcast after 1989 available via their BOV system. We're also working with a company called PlanetEstream who have a similar service. The BBC has separately cleared the programmes broadcast between 1950 and 1988, and these will be available via a BBC branded website, and there's a complex system of authentication in place. But linked to open data from one source, even it is from the BBC, he says modusly, and it is about awesome wells amongst many other things, isn't really much use. You need more than one book to make a library. So here's my first call to action. We need much more data about Shakespeare. I was very pleased to receive a tweet from Richard Light at a linked open data evangelist this morning saying he has actually published every single line of Shakespeare as linked open data. We only found out this morning, so that's a start, a very good news. But scholars of Macbeth will be aware that limited availability of data wasn't exactly what Shakespeare had in mind here, but having just one data set does leave me wanting more. We are talking to other cultural institutions about their data, but our schools and universities need linked and open data sets with the licensing explicitly described, and they need it before Burnham Wood has come to Dunstanane. And I'm sorry I've resisted making bad Shakespeare puns until now, but it really is time. As my name to take Richard III did not say, some data, some data, my kingdom for some data. And Maggie Smith, seen here as Porsche in a 1972 production of The Merchant of Venice is right, as Shakespeare originally wrote, all that glisters is not gold. So here's my second call to action. To make it golden, we need product developers to take our data and turn it into golden digital products. We're using our linked open data to power a BBC branded website hosting the BBC Shakespeare collection, but that's a departure from the approach we'll be taking for the rest of the data in res. So please use our data to power your own products, whatever they may be. So just one thought, I've got a five-year-old daughter in her first year at the South London Primary School, when what would inspire her and her fellow classmates more than some kind of robot ass sitting in the corner of the classroom spouting lines of Shakespeare randomly at points during the day. By the way, that's Ronnie Barker. You might recognise him underneath that ass' kid. So I am going to leave the final word to Roger Daltrey, as that's usually wise, seen here in playing both Dromio of Aeficius and Dromio of Syracuse in a 1983 production of A Comedy of Errors. Thank you.


Good morning everybody, welcome to another vlog from my bathroom, where I am frantically trying to get ready for something that I probably should have gotten ready for a while ago. It's actually just shy of 8 a.m. I literally woke up at like 7.20. Who am I? Usually I have Lila outside by like 6.45 in the morning. I just stayed up late reading last night, but today I am actually doing a bunch of prep stuff to be going out of town in a bit. So I'm going to get a last minute dermatology appointment in this morning, we'll chat.  And yes, in case you didn't notice, when I have a trip planned, it's all I talk about for months leading up to it. I'm just doing some quick like beach waves in my hair. I was gonna walk to this appointment, but I think I'm just gonna end up driving. I don't know, it's a really nice morning. The weather has been so on and off in L.A. It's been raining and then beautiful and then raining and then beautiful. And like, we've gotten proper rain this winter. Feels like it's raining nonstop since like late December. Kind of crazy, but yeah, if you didn't know, I am flying to Arizona to go see Taylor Swift and Conter. Oh my God. And then heading back to L.A., packing everything up and going to freaking Japan. We talked a little bit about it in December when we booked it. And it's been kind of touch and go with Lila's health. Like we've kind of been like, are we going? Are we not going? One of the things on my to-do list is to book Lila another vet appointment this morning, but she's gonna be fine. It's just life of a senior pet. And yeah, I can't believe we're really doing it. I'm so excited we're going for 10 days and we're going with some of our friends. One of my friends from high school and her husband, who we have grown really close with over the years of living in L.A. And not living nothing. Anyway, just wanted to start this vlog and say hi and say good morning. Oh my God, I've been talking for almost five minutes. No, I must lose my access to a camera for a little bit. All right, hair is done. Just did a quick little beach wave moment. I'm not wearing makeup because we went to the dermatologist and then I'm also like I said, going to the brows after that. So there's no point, but I am running late. So let's run over to our appointment and then we'll catch up after. Breaking in a new pair of Converse today for my trip. So pray for my feet. Just finished at the Derm. That was great. I actually ended up getting a Botox touch up while I was there. So I was like, why not? And then I, the reason I went was to get some moles checked just for like regular checkups because that's important. Do that, make sure, especially if you have skin cancer in your family. And then I also went because I have been, I think I've talked about this periodically on my channel, but I have a really dry scalp and it itches. I don't really have a lot of dandruff a little bit occasionally, but it just itches so much. And I've talked about it before and a lot of you recommended the Nisoral shampoo. I've used that off and on for like a year and it's done nothing. So I was like, I need to see a dermatologist about this. She looked at my scalp. She said some of it is irritated, but there actually isn't like dandruff, like a lot of like flakiness. So she prescribed me like a solution to put on my hair at night, to put on my scalp at night. I think it's got like some steroid or something in it. So maybe that will help with some of like the irritation because basically just my scalp is really dry. So I just need to like hydrate it a bit more. So that is the plan. That is what I'm gonna do. And then I'll go back when I get back for my trip and then we can check up on those things. Oh yeah, so that's done. Now I'm headed to my brow appointment. I haven't had my brows done in about four weeks, maybe? Maybe five? No, I think it's been like four. I'm not getting them laminated today. I don't think, I think it's been too soon in between, but I am gonna get them tinted and like shaped and stuff today. So I'll be there in about nine minutes and then I'm gonna get some like food or Starbucks or something on the way. We'll see. So I might stop in there and then we're gonna get our brows done. All right, brows are now done. I got my Starbucks on the way and this brown sugar ice shaken milk espresso, whatever it's called, a million different names is so good. It's like crack. Mm, I can't stop. Okay, I haven't put a damn thought into what I wanna do for my nails yet, but these will be the nails that I have for Taylor Swift and for Japan. So we have a lot to think about. I don't know, let's do it. All right, we did it finished. My nail appointment went for like a little white chrome. Oh, I was out of red light, but it's moving now. So I'm not gonna look at the camera, but now I am headed back to my house. I'm gonna relax for a little bit. Some cramps are setting in and they're pretty bad, honestly. I'm just gonna rest for a little bit and then we're taking Layla to the vet at five o'clock. So busy day, a lot busier than I would like. I don't know how people do this and how they balance it all, but I am trying to get everything done before the trip and I am starving. So we're gonna go home and make some lunch. I can't wait. We're back home. I got a couple of packages. It is not a complete week for me if I don't open a package from Poshmark. I'm so addicted to like searching for everything on Poshmark or even bread up. I love it so much. So this is one of my Poshmark packages. The door open, because it's nice out. So here is one of the things that I wanted to get for Tokyo. It might be a little too warm to wear to Tokyo, but it's really cute anyways. Look at it, it's really thick. It's supposed to be raining quite a bit. Oh, then maybe it will be kind of chilly. This is so cute. It's by the brand Just Polly, but I got it second hand and look at it. It's so cute. I love the teddy bears, not just my tattoo. It's a lot thicker than I thought. If I don't end up finding somewhere to wear it, I'll just resell it. Just wear it when we're in Osaka and Kyoto because it's colder down there. Oh, there we go. Okay. It's clouding the day. There we go. This next one, is this from Poshmark too? Yes. Oh my God. It's false advertising. They said this sweater was blue. It's great. It's cute though. I'm just gonna wear this with it. It smells like smoke. Okay, well, anyway, I wanted to get like a cute Tommy sweater. I didn't want to buy a new one. I wanted to like, I always try to look second hand. And this one is cute, but it said it was navy blue and it's gray. Maybe I misread it. So we'll see about that one. That one also needs to be washed. And I don't remember who I first saw talking about this, but this is a brand called Ceremonia. It's fitting because, you know, I went to the dermatologist today and was talking about like my scalp and stuff. And this is like a scalp oil and I ran out so I got a new one. And you basically like put it on your scalp to hydrate it and you leave it on either like for 10 to 15 minutes or you can even leave it on for like overnight.  And it's called Asiete de Mosca. I'm not sure if I said that right, but like look at this packaging. So cute. I saw people recommending it on Instagram and like look at that adorable. And then it just comes in this little plastic bottle. It smells divine. Drew was obsessed with the smell of this too. Oh, it smells so good. So I'm gonna start being a lot better about oiling my scalp because it's really dry. And I think that's what's causing the irritation. At least that's what the dermatologist said. She basically said like to do a couple of topical things first, just to like get those out of the way. And then maybe she'll order some blood work. So you can see if something else is going on like a deficiency or whatever. But yeah, that's my little mini haul. Okay, I need to make some lunch, do a couple of work things and then get ready to take Layla to the vet here in a few hours. But yeah, here's what my nails look like. Super cute, chrome, shiny, just simple for Japan and Taylor Swift. I can't believe it. But we got a lot to do. So we'll reconvene later. It's a couple of days later and it is a very exciting day in another installment of vacation prep. And I am changing my hair color today. And I'm very excited. I'm actually going to, oh God. Mm, dark hair, cute. I'm actually going to do a scalp oil treatment because I am getting my hair done today. And also, I don't know, one time a hairstylist that I used to have said that she really preferred when her clients would come in with like clean hair. I'm just gonna go ahead and wash it even though it's getting washed later. I don't know, I just wanna do the right thing. So I'm using some of this oil that I opened actually earlier in this vlog. And like literally what I do is I just do that pretty much. And then I rub it into my scalp. I'm almost out of this bottle. So I'm not sure if I need to use the new one or not. But I kinda just go wherever my heart takes me. I'm gonna try to be more diligent about this and try to use it a lot more frequently. I need to take my hair down for this. I'm not gonna start that prescription that the dermatologist gave me until after we get back from our trip. Cause like I don't know, I don't wanna have reaction or like have something go wrong. So it's mostly like the top part of my head that's irritated. So that's just what I'm gonna focus on. And then I'm gonna leave this on for like, I don't know, while I make my breakfast, do a couple of things, and then I'm gonna jump in the shower and wash it out. I'm just gonna make sure I shampoo my scalp really good. Sometimes I leave this overnight or I'll leave it like all day long. Well, there's a look. That is all I do. So just brushed it through. Usually I would do like some Olaplex on my ends or something but I will be getting like protein treatments from almost like the vet from the hairstylist today. So there we go. Gonna get nice and oiled up, just try to hydrate my scalp the best I can. Speaking of the vet though, Laila's vet appointment went great. Long story short she, we were giving her a bath this weekend. I'm gonna make my breakfast while we chat but we were giving her a bath this weekend and she shook her head really hard and the poor thing just can't catch a break. She gave herself what's called a hematoma on her ear which is essentially like cauliflower ear. We took her to the vet and the vet said that she could drain it but that it would just come back. So to really just kind of keep an eye on it, she has some like anti-inflammatory meds some pain meds in case and it'll like eventually go away. But her little ear is gonna be like collapsed now which is kind of sad. But anyways, she's all good. Just another day in the life of Laila. I love that dog but my God. We drew an hour time up this other day like how many like health things have come up in the last five years. She's torn her ACL and her meniscus and needed surgery for it. She's needed teeth pulled. She's had surgery to remove a tumor on her eye. She's had a hematoma. She's had skin allergies. She's had UTIs. She has weight problems. She's been tested so many different times for so many different things. Diabetes, kidney issues, Cushing's disease. She's had ultrasounds. I mean, that's like eight or nine things that I could think of just on the top of my head and that's literally in the last like four years, five years. I love her. There's nothing I won't do for her. We're so lucky that we're able to afford that. And also that our vet is literally like 10 minutes away. That's incredible. So I'm not complaining at all. I wanna keep her around forever. The vet even said they were like, you know, despite her health issues and like not being able to figure out her weight issue. She's a really like decently healthy dog for a 12 year old and the fact that, you know, she has lived this long with the health issues that she has is amazing. I was like, thank you so much. So anyway, I'm gonna do my typical breakfast this morning, which is just a parfait. I am trying to like keep an open mind with food lately because I had like, okay. So the last vlog, I had that weird like stomach thing. This video is filmed before that vlogging comes out.  I have a metaphobia, which is the fear of vomiting and like it controls most of my life. And I was eating a sandwich, which I always do. And I was like, that bread has been in the pantry for a while. So let me just like have a hamburger bun instead when I was making my peanut butter sandwich for lunch. And the hamburger bun, I made sure to like inspect and look at to make sure it was fine, like no mold or anything like that. Pulled it out of the bag, looked at it. And then like the top of it, like, I don't know. I am so hyper paranoid about everything. Do you need to turn on the light again? No. Okay. Drew's making coffee in the background, but I was like, let me just, you know, switch this bun out for a different one cause the top looks a little weird and it's probably just in my head, but like it's fine.  I was sitting there, watching a YouTube video, eating my lunch, and then all of a sudden I was like three quarters of the way done with my sandwich. I don't know what made me do this cause I didn't taste anything, but I turned over the bun. I wish I had taken a picture of it. I turned over the bun and the entire bottom of it was spotted with mold spots.  I literally like started yelling. I was like, no, no, no, no. And Drew like came running in and he was like, what? And I was like, it's moldy. I genuinely was freaking out. Like when I talk about my worst nightmare activated, I'm laughing now, but it was my worst nightmare come true.  I called my mom and I was like, I think you're going to be fine, but like, I don't know, girl. And then I took to Instagram. I asked you all on Instagram, which by the way, I don't read Instagram DMs anymore really, it's just not like, it doesn't bring out the best side of the internet. So I don't really like read my DMs at all. And I decided to, I was like, please DM me if this has happened to you. And I was chatting with so many of you in DMs. There were people who were like, I'm a food scientist and you should be totally fine or this happened to me and I was completely fine or this happened to me and I got really sick but like wishing for the best for you, whatever. And yeah, I was totally fine. Besides the fact that it was mortifying and disgusting that there was moldy bread inside of my body and that made me want to vomit. It was not my proudest moment. So yeah, I ate moldy bread. And ever since then, I have been so like apprehensive about everything I eat. So hopefully that will go away soon because I've made it my entire life as far as I know, without eating moldy bread. But yeah, I was completely fine. Didn't even have a stomach ache. So I survived that. Thank God, mold gate was what I was calling it on. I was just making a joke out of it to try and like not have a panic attack. And I survived. I did it. So anyway, okay, I'm gonna make my coffee.  I'm so excited. Well, doing my hair was a complete waste of time because I just took Laila outside and it completely fell out. So here's one final last look at the hair. I have had a really fun, what, four, five month run with this sort of like blondie brownish hair but it's time for a change. So let's do it. I'm blonde again. I seriously feel like myself again. The dark was really fun. I think I mentioned that earlier. Like it was a good time. I enjoyed it while it lasted but I am just so happy to be a blondie again. And I actually went for like a little bit of a haircut just for something fun and spicy.  But yeah, I figured while I was at a red light on the way home I would show you. I love it so much. There's been a lot of car chats in this vlog. Sorry about that, but that's just my life lately. So anyways, I'm gonna end the vlog here. I am on my way home. I was at the salon for six hours. Six hours, but it was worth it. It's so freaking gorgeous. I love it. It feels so good and so healthy too, which is crazy. And it looks so much thicker now that it's cut. So anyway, Drew's making us dinner right now. I'm gonna head home, eat dinner with him. And the next vlog you see will be me going to Taylor Swift. I am so excited. And then the vlog after that will be Japan. I can't believe it. Thank you so much for being here. Thank you for watching. And I will see you very soon in the next vlog. Bye.


What is up everybody welcome back to the channel you guys in this video I'm going to simply show you how to run a Facebook ad to capture leads.  Online seller and you have physical products on a website. What you're looking to do is capture a cell right so whether you're looking to capture a lead or capture a cell or make a cell, that's a conversion. So the best type of ads to run when it comes to Facebook ads and this is what a lot of people miss out they, they miss out on telling you the exact objective to target to run. I'm going to just cut to the chase and show you exactly how to do it from beginning to end, and take you through the entire thought process so this might be a longer video, but I'm telling you man, this one video alone will have you capturing more leads and you could possibly handle and this is the beginning this is where it starts right. This is the foundation and this is just what what you can build upon to start really gathering data and start getting your pixel, a ton of data, which will allow you to create custom audiences and retarget because the money is in the retargeting. The money is when you hit a cold market and you continue to get in front of that warm market into it until they turn hot. You target a cold market you create a custom audience around that around that around that that audience that market, and then you continue to retarget them and show them show them more value and show them more relevant ads in the future. The money is in your retargeting so in this case this is actually going to be our first ad. This is the first week of many weeks to come. I'm actually in the campaigns, the ads manager of my friend Christie shout out to my girl Christie crushing it in the public speaking industry and just ask me if I can make a simple video and help her run this ad. So this is week one, we're going to roll out conversions. And again the whole objective is to start warming up that pixel to start building our custom audiences which we can then retarget in the future with more ads. So what we want to do right here at the top you can click on the home and over here on the left, you'll see either ads manager or you'll see business manager. Okay. You don't want to click on ads because I'll take you to the actual your business page. We want to get to the actual dashboard we want to get back to here so if anything, you can go to business dot Facebook.com. That will bring you back over here. If anything but what what we did is we just simply clicked on business manager, and then we clicked on ads manager. Actually, before I had to click on ads manager but now it's just taking me straight there but I clicked on business man actually here so I clicked on business manager and then I click on ads manager right here, and that brings you that brings us into the into the actual ads manager this is where we want to be we don't want to run Facebook ads from our business page. You don't want to boost a post from your cell phone.  This is where you want to be okay you want to be right here business dot Facebook.com forward slash ads manager. This is where you want to be so make note of that if needed. This is where the magic happens okay so what we did let me show you this real quick just so you know where we're coming from and just give you some context of what we're about to do. This is a video ad. Actually it's not a video ad it is a video. It's a video that we're going to be running as a conversions ad and that video was posted on the business page first so right over here. This is the video. Actually that's January one it's not that one it's actually going to be January where did it go January January January. Let's see where are her videos let me find her video. Okay perfect so it's right over here so this is the one that went up 11 hours ago. Want to know the secret to creating a compelling talk that gets you to stand out gets you. In fact let's see let's see so and here's the thing here's the thing you guys are seeing. This is behind the scenes this is this is the real deal Holyfield right here. I just cut a little error. So before I go and run that ad I want to make sure I want to triple check the post I want to triple check the verbiage look there's two spaces let me bring that back. I want to stand want to know the secret to creating a component now Grammarly is telling me to truth create but want to know the secret to create. Yeah, to create a compelling talk that gets you to stand out from your competitors and gets results. Look at that man look at that there's misspelling right, you want to come in here you want to quadruple check the text, you want to control quadruple check the title. And you want to make sure that that is the thumbnail you want to roll with. Now that thumbnail if I come over here. I can I can probably look for one that that might be a little bit more clear. So how about this one with the big old smile shout out to Christie. Actually that one's a nice one. Let's go with that one. So look I can change the thumbnail which is what I'm about to do. Hit save and now that becomes the new thumbnail. But I want to make sure that. And also what I'm going to do is I'm going to take out this link right here shout out to Christie. But again this is what you brought me aboard for to really clean it up. So this is the link that's going to go in the learn more button so as they see the ad, they click on learn more, and they come straight to this link right here now sometimes it's good to put in the actual copy, which is the text. But this this link is a little too long. So I'm going to take it out. Okay, so I'm going to take it out. So want to know the secret to create a compelling talk, comma, that gets you to stand out from your readers and gets results. Look no further. Click on learn more. Click on learn more to register for my free master class. Okay, perfect and see this is when they click on learn more. This is the link we're bringing him to this is the cartridge page so so those of you that are looking to capture leads.  So after that I use cartridge for all my landing pages. Now when that person this is this is a cartridge landing page right here, when they click on that button and they enter that name and email. I also use cartridge for the email automation, the moment that email is is entered, then an email triggers right away, and that that can lead them to a webinar that can lead them to a free download a free PDF whatever that email is super powerful inside of cartridge and in this case, she's a service based business so her goal is to is to get them to opt in, register for a master class and also schedule an appointment. So cartridge I also use my online calendar, my landing pages, my email auto responder, and my online calendar so if you're in the service business and you're looking for appointments you're looking to capture leads. So make sure there's a fortune day trial right in the description if you're running Facebook conversion ads, you need some type of landing page software, bottom line, and all I do is all I want to do is encourage you to compare it to whatever else you're using, click funnels, lead pages, could job email chimp, whatever dude, activate a 14 day trial, I'll email you my calendar, or yeah email you my calendar, you know, I'll know that you activated a 14 day trial.  In the market, so this is a simple landing page that we're going to bring traffic to to promote this up and coming web class master class that she has going on on the 21st so our whole goal is to run ads from now and from the 14th to the 20. So actually we're going to go we're going to go to because this is at 5pm Pacific so we're going to run this ad from the 14 to the 21st and maybe cut it off at cut it off at 4pm we'll cut it off at 4pm Pacific time on the 21st. Okay, so here's what we're going to do here's the link we want so when they click on learn more, they're going to go to that link right there so let's come back into the actual platform. So let's let's save this make sure we got everything how to create how to create a story that pays you that pays and slaves. Okay, cool. So we'll go with that. And then we'll just hit, we'll hit save. Actually, let me make sure that we got that that thumbnail. Perfect, we got it. Okay, cool. So let's save. Okay, so what I always what I always encourage you to do man is, let me refresh this because that link should not be there anymore. What I encourage you to do is to is to post your video on your business page first okay. For those of you that are going to be running Facebook ads, we want to we want to post it over here first so now I cleaned it up. That text looks looks a lot better. Okay, there's the thumbnail look there's a thumbnail nice thumbnail of her smiling. Okay, so post it here first and the reason for it is because when we when this ad ends on the 21st. The video and the post will still be there. I want the social proof I want the credibility I want this to read 5000 views. Right, I want it to say, you know, 15 shares. I want that credibility to remain on the business page forever. And even though it's a it's a it's a it's a web class that she's conducting on the 21st and maybe you know their way past that date it doesn't matter like leave the content on the page. Post it here first, because if you don't post it here first that's what what what we call a dark post ad. If you don't post on the business page then you simply just come back here run the ad grab the video from your downloads folder on your computer. And on the 21st when that ad ends, it's nowhere to be found.   Okay, so now that we cleaned up the text. We got everything up on the page we're good to go so now here's we're going to do you guys. Again this is week one this is week one we're going to roll out. We're going to go for the next eight weeks and keep running a new ad every week promoting her weekly event. We're going to come in here, click on the green button. And here's a here's a side note. If you haven't created any custom audiences. That's what you want to do first. If you haven't set up a custom conversion. That's what you want to do first. So I'm going to link those videos, those two but in fact you know what three videos if you haven't installed your Facebook pixel look as I come over here to this page. Right here. My pixel is firing Christie's ad manager pixel. This pixel is firing when that person registers and enters her name and email and goes to the next page. That pixel is firing. So step one, I'm going to link three videos in the description if you haven't done these first three steps. Don't even get to this part yet okay. This is this is this is step four.  So step one is installing that pixel step two is creating a custom conversion and step three are creating is creating custom audiences. We want custom audiences because those who click on learn more and land here. They're not all going to register. There's going to be a good percentage of people who land here and don't register. We need to capture that data. I need to know who lands here my pixel is on it. If I click the link I create a custom audience. Therefore I can track everyone who's landing here, but has not opted in. If you clicked on my ad and you got this far and for whatever reason you didn't opt in. That's at least someone that was interested. They were they were somewhat interested to get this far. They're in a custom audience now when I go run ad number two and number three and number four. They're always retarget people who landed here but didn't register okay. That's a custom audience that needs to be set up for sure. The next custom audience that needs to be set up is as people come here and enter their name and email. Right they come here they enter their their first name last name email. They put yes count me in. They then go to the thank you page that thank you for registering page that's a completely different URL that's the second page. So there we need to also segment and categorize the people who land there. Those are our registrants. Those are our aka leads. So I need to have a custom audience of everyone who lands on the thank you page, because as I go run ad number two and on. I'm sure I always exclude that audience. I don't need to keep showing the same web class register for my web class freaking add to people who registered three weeks ago, a week ago, two weeks ago, I don't need to keep doing that I need to be able to exclude those leads right custom audience. Another custom audience the third custom audience are those who are watching the video. This is a two minute and 28 second video. We've created a custom audience of those who watch 25%. So if you watch 25% of this video of this video, then you're going to be put into a custom audience. And we're going to retarget you from this point on video number two, add number three, add number four, add number four, five, six, seven, eight, we're going to always retarget people who are watching our videos.  It's a warm audience the cost per click the cost per lead the cost per everything would drop drastically because now you're targeting a warmer person right. So, but in the beginning, this is add number one. This is where it all begins. And you're not exactly going to pay the lowest per click or the lowest per lead, because we're just getting started right that's why you got to create these audiences. So you can warm up that pixel and really start giving Facebook some data of those who are engaging. Okay, so there's a video custom audiences pixel custom conversion, those three videos will be in the description. Okay, so here we here's let's get the damn show on the road. I click the green button I got here. I'm going conversions. Okay, we're going conversions. I'm going to hit this drop down. And I'm going to just simply name it right now. And let's name it. Let's name it what we somewhat name. I want to know the secret of a compelling talk secret of a compelling talk. I'm going to simply name the campaign secret of a compelling talk video conversions. Okay, now the ad set the ad set. Let me pull up. Let me pull up her targeting. Actually, we're going to leave I'm going to leave the title blank for now, because I'm going to create I'm going to create three different ad sets. And then and then the the actual video would just be the same. I'll name that the same video. Okay, so we got that so let's hit continue. Okay, so here's what we're going to do. Let me go and check her targeting one more time. Okay, so now we don't need special ad categories that's off if you are in any of these industries, you got to hit this drop down. If you're in the credit industry employment housing social issues elections or politics, you must shade blue and choose your actual niche. Okay. But if you're not, then leave it off and just simply come down and you'll come down a campaign budget optimizations. We're actually going to leave this off because I'm going to simply set the ad on the ad set level, set the budget at the ad set level, not the campaign level so I'm going to leave that off. I'm going to hit next. Okay, so let me just simply scroll down her actual perfect got it right here. Okay, cool. So now, now we're in the ad set level.  So watch it over and over and over if you need to okay this is where the magic happens in the ad set level. Okay, now what we're going to do is we're going to be targeting for different audiences we're going to be spending 20 bucks a day, $5 per audience per targeting. Okay, and here's how we're going to do it. Okay, so here's the first one. The first one is going to be Lisa. And I see HLS. Okay, that's the first one. Okay, Lisa Nichols, and I'm going to scroll down, make sure that the pixel is there. And then what we want is this is our custom conversion. Okay, this is where that's actually not at the ATC. But this is where our custom conversion goes. We have three of them set up we have one for purchased for leads and for add to cart. In this case what we're going to be doing is running a custom conversion to the lead link. Okay, now the lead link is the thank you page. When I go to your landing page I enter my name and email, I then go to a thank you page that URL is the custom conversion. Okay, so again, if you're looking to capture leads, if you're looking to make cells using Facebook advertising, advertising, watch the video below. The link is in the description. Okay, that's a custom conversion how to set up a custom conversion. You have to set that up first. Okay, so I already set that up. This is a custom conversion storytelling leads.  I'm going to leave off for off daily budget. I'm actually going to go. Yeah, I'm going to go daily and I'm going to go five bucks. Okay, I'm going to go five bucks. And I'm going to start this ad tonight. See it's 523. I'm actually going to start it a little later. I'm going to start it at 9pm. Okay, I'm going to start it. I'm going to start it at 9pm. And I'm going to have it end on the 21st at 430 actually know what I'm going to go I'm going to go 445 normally I match it normally I'll go nine and nine, but but I'm actually going to go. I'm actually going to go 445 because it ends at, I mean it starts the actual ad starts at 5pm. So I'm going to simply go. I'm actually going to go to 445pm. Okay, so there's daily budget. This is on Lisa Nichols. And here's what I'm going to do next, scroll down scroll down scroll down. And what I'm going to do custom audiences. This is the first ad so I'm not going to put any custom audiences. I'm not going to exclude any but again, this right here is where your ROI is that man I keep, I keep trying to. I keep trying to try to really stress how important this is man how important custom audiences are to warm up that pixel to give that pixel as much data as possible, and to retarget okay that's what where it's all that is to include your custom audiences in future in future ads and to exclude your custom audiences for future ads okay exclude will be excluding leads those who land on the thank you page the thank you for registering that's a lead those who purchase that's a lead right that's a purchase. Those two types of audiences will always be excluded right for let's just call it at number two and on will always exclude include I'll always include people who are watching our previous videos. Include the custom audiences of those who land on on on her on on her on yeah on her on her landing page those who land on her landing page will always retarget those those who haven't opted in right that's where you would put that super powerful man. So location I'm going to go United States, and then age I'm actually going to change the age we're going to go 40 her market is a little little up higher 40. We're going to go 65 we're going to go only only women she only targets women detailed targeting I'm going to leave that. I'm going to uncheck that box so I don't want I don't want Facebook to show to any anyone out anyone else outside of my targeting. And then, and then what I'm going to do is right here is where I type in Lisa. Nichols. Okay, perfect right there. Bam. Okay. Okay, so here's the deal. Here's the deal. Most people will put in 1015 20 different keywords all in this area right here. We're going to split it up. We're doing multiple assets. We're going to split them up. One's going to be Lisa Nichols five bucks a day. Another one's going to be less brown five bucks a day. Another one's going to be Oprah five bucks a day. We're going to do a fourth one, which gives us our 20 bucks per day. Okay, so let me show you where the magic is. And again, if you guys are new to my channel man my name is David. I've been building a social media agency since 2016 around real estate agents and small business owners helping them with social media marketing and Facebook advertising so I've been in the trenches since 2016 mastering my craft and just trying to get better every damn day. So if you're new to my channel man please subscribe.  It's all I asked man let let or share the damn video right share it with some homies whatever share it is is is the is the most you can do the least you can do right so I would truly appreciate that more than ever, more than anything you guys so if you're getting any value whatsoever please give me a like or or subscribe. We're going to leave that as is we're going to keep going we already got our interest right there languages we're going to leave all we'll just go all languages and we're going to leave that as an advertisement we're going to let Facebook do their thing and just try to maximize and optimize that add on the best platform automatic. I'm going to let it let it let it fly everywhere. Okay, and then I'm going to go next. Okay, now here's what I'm going to do. We're going to come to the third section this is right here. The third tab is what I call it right now we're over here. Now what we did is we, we posted the video on the business page first right. Because we posted it there, what we're going to do now is come down here, use existing post, and I'm going to select post and I'm going to go find that post, which will be this one right here, which was uploaded on January 14. So I'm going to click on that one. I'm going to hit continue. And there it is there. So now that I have it here. I can no longer change the text. That's why I always want to quadruple check to make sure that everything is written out right. No misspelled words, and it looks proper right, because by the time I get here I cannot change it anymore. It is what it is right so now, now let's see what it looks like. Bam we got our our texts, and then down here would be the title which is the headline, but it's not showing for whatever reason. That's fine it'll show up on the final ad. So it'll stay right here videos can't be longer than 120 for Instagram and that's fine. So here's our ad, our call to action button to learn more. Okay, so there's to learn more. And then we're going to grab our link right here. There is our link right there we're going to paste that in. We're going to update post. We're good to go you always want to make sure that this dot is green. Make sure that your pixel is lit up make sure that your pixel is active. There goes to learn more. There goes the title how to create a story that pays and slaves. I like that. Okay, so here we go. So that is it you guys on the third section we got our call to action button. We got our pixel up and going. We don't need anything out. So here's what we're going to do now. So stick with me. Here's what we're going to do now. And if you got an Instagram account. Bam, go ahead and include it but this video is too long for Instagram so it's not even going to go there. But we'll we'll include it just for the heck of it. And now here's what I'm going to do.  Now I scheduled it for 9pm right I scheduled it for 9pm. Here's what we're going to do now. We're going to simply let this thing publish. We'll let this thing let this thing go through and then all I'm going to do is simply X out right here in the top left I'm going to X out. And now we got this is the third tab we were just in that's in draft. We got this middle section which is already approved. That's already scheduled and ready to go. And then we got the campaign already approved already scheduled ready to go. The third tab this is what stays in review for a while so this might be in review for a few hours. You know that's why normally I'll place the ad the next day.  Okay, so here's what we're going to do now. Here's what we're going to do now. Here's where the freaking magic happens. Okay, so what I'm going to do is I'm going to X out once selected X out once selected X out once selected. Okay, I'm going to bring it back over here to tab number one the campaigns, and then I'm going to make sure there's nothing checked right no boxes checked right there that one's checked I'm going to uncheck it make sure everything is unchecked. Okay, everything is unchecked. This is in review so we're good. What we're going to do now is we're going to take it up a notch on the ad set level. We're going to come over here and we're going to simply duplicate. And we're going to do just simply one at a time you can go multiple at a time. And sometimes I do but I'm going to just do one at a time, just so I can walk you guys through it okay, so we're going to duplicate the original campaign. And we're going to simply hit duplicate. Here's what we're going to do now.  I am now on the copy. The copy the copy one, all I'm going to do is I'm going to scroll down, scroll down, leave it at five bucks a day, and all I'm changing is the actual size. So I'm going to go from Lisa Nichols, I'm going to X that out. And I'm going to go less brown. And what I'm doing is I'm choosing less brown speaker, right there, bam. What I'm doing you guys is I'm simply going to lay out I'm simply going to really track my ROI to the fullest capability, like I'm going to be able to look at these four different interest groups in a few days and see which one is performing which one's giving me a good ROI on my investment, which one's which one's not which one's giving me the best cost per lead, which one isn't in three days, I'll take a look and I'll shut off I'm going to do four of them.   There's always going to be two that outperform the other the other two right so we'll we'll see where we're at in a few days but but that's that's the whole strategy right that's the whole strategy so I put in less brown I come up to the top. And I simply paste it in there. Okay, now we got that that that that second ad set. Okay, so that is there. I'm not going to publish it yet. I'm going to X out. Now, I'm going to uncheck this third box. I'm coming back to over here. And now what I'm going to do is uncheck that so nothing's checked. And all I'm going to do is duplicate it again. So I'm going to duplicate Lisa Nichols I'm going to do one at a time. Keep it simple. Just do one at a time. And now I'm going to come up here and the next targeting I believe is Oprah. Yeah, Oprah. So all I'm going to do is take out this Oprah, title it Oprah, and I'm going to scroll down. And I'm going to get rid of Lisa Nichols. And I'm going to type in Oprah, Oprah Winfrey, right there. Bam, 19 million. Okay, got that we're locked and loaded Oprah is ready to go. Now I'm going to X out. I'm going to uncheck the third one. And I'm going to simply come over here. And I'm going to duplicate. I could duplicate any of the three but I'll just duplicate that one. So duplicate that one. Okay, and then the last one is going to be a name that I've never heard of but hopefully, hopefully, there's an audience.  Okay, I guess that's how you spell it. Okay, so I'm going to come down here. Take out Oprah.  Okay, so there's no, there's no name under that so what I'm going to do is I'm going to type in, I'm going to type in Tony Robbins. Tony Robbins is a huge public speaker, right motivational speaker, Tony Robbins, we're going to go with Tony Robbins. For the fourth one. Okay, and we're targeting women. So it's all good. There's a ton of women who follow Tony Robbins. So here's what we're going to do now. Here's what we're going to do now. We're going to X out. Now, if I uncheck that one selected over here on the tab on the third tab over here, right, I want to make sure I uncheck that one. I come back over here. Now I have four ad sets. I have one scheduled right this one right here. This right here that schedule this is the original one right so if I come over here. This is the one that's in review once that goes scheduled, meaning once it gets approved, then I'm going to come back to the middle tab, or what I can do is I can simply come up here. I'm going to, here's all I'm going to do.  I'm going to hit publish. Right. So I'm going to end up publishing all of the other ones and if and if that doesn't publish the ad sets, then I'll just come over here each one. I'll click on, let's say for example I come in here Tony Robbins, and all I got to do is come down. Let's click on, let's click on edit. All I got to do if I got to do one on one one by one I'll do one by one it doesn't matter. I'll hit publish right here, and then I'll come down to the next one, and then I'll hit publish right here, and then I'll come down the next one, and I'll hit publish right here. Okay, so if you got to do it that way you can do it that way for sure as well. Because what I want to make sure is that the first one gets approved first now there's nothing crazy that we're doing so I don't know why it would get rejected at all, but I wanted to go approved first right I want that first one. Let's go back to the first one which was the Lisa Nichols. I want this one to go up to approve on all three tabs campaign ad sets and add ads for one ad set. I want that to go to approve and and be scheduled to go live at 9pm. The moment it does that so I'm going to have to micro manage it over the next few hours until until we get that email that it approves right then I'll come in here and just and I'll publish these other three right away. Here's what's going to happen. Here's what's going to happen. Okay.  Here's what I want to do. Okay, here's what I want to do let me just let's just let's just keep it from let's keep it actually will should I already let's go to I'll just start from the beginning. Okay, so this is how it normally is this how normally is columns performance this how it normally is. After I set all that up right after I set all that up. Here's what I want to do next these four were good there. And then and then and then we're good there. Okay, here's what I want to do. This is the last step and then we're done.  Again, you have to watch the other three, watch the other three videos that I have in the description, the pixel, the custom conversion and the custom audiences because you're not going to be able to do this part, unless you set up a custom conversion. Okay. So here's what is over here to the right. These are all the columns at the very top.  And then we go to the assets and we got all this other crap that's up here at the top right cost per result reach impressions, all that stuff is important but there's a lot of stuff that's not like so I'm going to delete a lot of that shit to take away the clutter and just leave what we really need there. Right because at the end of the day there's only a few metrics that you really need to know man, you don't need to know all these other metrics like I'm going to show you which ones are the most important. So all we're going to do is we're going to come over here click on the on the first tab campaigns. We're going to come over here columns performance and we're going to scroll down to customize columns. Okay. This is what we're going to do over here to the right hand side. This is all of the the the freaking labels at the top in the column. We're going to take away a lot of these. Okay, we're going to take away last significant edit results, reach impressions cost per result. Engagement rate, conversion rate, link clicks, video, video, video, don't care about none of that ends amount spent quality ranking quality ranking I don't even really care about that but I mean that's a metric that some people like but let's just get rid of it. Budget bit strategy ad set name delivery. Okay, so here's what we're going to do now. To the left. We have our custom conversions. This is what we set up right here. Okay, one storytelling core students storytelling sell storytelling sells page atc storytelling leads scheduled appointments ebook leads. These are our custom conversions. Okay, what we're shooting for is the leads. That's what I set up. That's what we're running a conversion on is the storytelling leads. Okay. So I want that one. I want the total of leads, and I want the cost. I want the cost. Okay, so now as I check on the box, they're over here to the right.  I'm going to drag. I'm going to drag it up just like that.  I'm going to save as preset. And this is going to be storytelling campaign, storytelling, story, I put too many else story storytelling campaign, and I'm going to click apply. Now, as I come over here, dude, as I come over here, look, check the box. I'm in the middle tab. Where are our freaking, let me let me uncheck this. Okay, where did our freaking, give me one second. Okay, all I had to do is refresh the page. Now we're in freaking business. Now we're in business. Now, look, I'm in my columns. I'm in my customized column. Okay. I'm in the dropdown. I'm in the, the custom column, which is a storytelling one, right, let's go to storytelling. So I'm in the storytelling one, right. Now look at my dashboard. Look how it reads now storytelling leads cost per storytelling leads. It just gives my mind.  I don't really care about our how many leads came in. What was the cost per lead, and how much was spent.  Right. Like I really don't. I'm already creating a custom audience of those who are watching my video. I'm already creating a custom audience of those who are landing on my page but not often in. I'm already creating an audience of those who actually opt in and become a lead.  Like I don't need any other metrics up here. Like I don't care about any of those metrics like that's all I need is is how many leads came in. What was the cost per lead and freaking and how much what was the amount spent. That was it man 34 bucks like that's that's all that's all we need to know and that's how you can do it in the in the columns by simply customizing it.  Again, those are that's for that's for those of you who are looking to capture leads and make sells online. Alright guys so if you haven't subscribed please subscribe if you haven't watched any of the previous videos. Watch those this is like a series of four.  This is part four. Okay. Those other three videos are in the or in the description and I truly believe you'll get a lot of value out of those videos. Alright, so that's how you capture leads on social media in 2021 and beyond I'll see you guys on the next video over now.


Republicans are behind two bills that would significantly loosen Minnesota's gun laws. One bill would remove the need for a permit to carry in public and the other would grant broader immunity to shooters acting in self-defense. Supporters argue the laws are a simple way to support the Second Amendment while opponents fear the legislation would spur more gun violence. If you've enjoyed this segment of Lakeland News, please consider making a tax-deductible contribution to Lakeland Public Television.


Welcome back everyone, and hope you enjoyed the opportunity to explore the exhibit hall and have a chance to network. I'm pleased to kick off the second part of our engineering 2030 session, which is focused on the role of academic and innovation institution in advancing the FTG. We've been working with the academic community for over a decade to support these efforts. Our EGD research community has been growing annually, and this year alone, we hosted 12 academic seminars reaching over 2000 registrants and laying the groundwork for a unified research agenda. We know how challenging it is to introduce new pedagogical approaches and research directions within these institutions, and we applaud the institutions that are disrupting the status quo. This session will introduce some of those innovators, starting with our hosting sponsor, the NYU Tandon School of Engineering. We will open with Yelena Kovasevic, the dean of NYU's Tandon School of Engineering. A groundbreaker in her own right, Yelena is the first woman to head the school since its founding in 1554. She received a diploma of electrical engineering degree from the University of Belgrade and a master's in PhD degrees from Columbia University, respectively. Before joining NYU, she was on the faculty of Carnegie Mellon University. Immediately following Yelena, we will welcome to our virtual stage Dr. Wendy Purcell, who is a research scholar at the Harvard T.H. Chan School of Public Health, where she researches global leadership and governance for sustainable transformation in higher education and business, and leads a sustainable development solutions group. She will guide today's conversation with our phenomenal panel of academic innovators from around the world. And now I yield the stage to Yelena for some remarks. I am pleased to be welcoming you today, I'll bite virtually and I look forward to gathering together as we have in the past for future impact engineered forums. I believe that most of us are thinking about the future a lot lately, we're longing for a time where we can casually meet friends for dinner at the favorite restaurant, travel without fear and hug our loved ones. But pandemic concerns aside and I am hopeful that one day soon we will be able to truly put them aside. Engineers are pretty much always looking to the future. Ever since the UN outlined 17 sustainable development goals focused on eliminating poverty and hunger, ensuring global health and other vital objectives, engineers have been right there at the forefront. Let's think for a minute about that nomenclature, the UN didn't decide to just call them development goals. They are sustainable development goals. The inclusion of that word is important to all of us here, whether you are an engineer, academic, social entrepreneur, policymaker or simply a concerned citizen of the world. Because no matter how creative or innovative our solutions are, if they're not also sustainable, the future of our planet is at risk. We're working very hard at NYU Tandon on issues of sustainability and since the organizers have been kind enough to let me speak, I'm going to take a moment to brag a little because sustainability is not only a cornerstone of our curriculum, but also of our research. Tandon researchers are developing new ways to generate clean energy, keep our water supply safe, decrease our carbon footprint and more. Professors in our Department of Chemical and Biomolecular Engineering, for example, are designing an intelligent micro system to make industrial chemical processes faster and greener. And they're paving the path to a future that features vehicles whose only exhaust fumes are water vapor. Others are greatly increasing the power conversion efficiencies or perverskites solar cells and finding ways to harvest sunlight underwater. In our Department of Civil and Urban Engineering, to give another example, they're studying how the effects of flooding near certain results of global warming impact public health and infrastructure in urban areas. It isn't just our professors either, at our urban future lab, I'm sorry, one of our startup incubators, they've helped launch the Carbon to Value Initiative, a unique partnership aimed at commercializing technologies that capture and convert carbon dioxide into valuable products or services.  Our alum, Daniela Blanco, was recently named to Inc. magazine's female founders 100, in recognition of her company, Synthetics, which she launched as a graduate student along with another Tandon alum and a faculty member serving as an advisor, and which is developing chemical manufacturing equipment that can reduce energy usage and emissions by up to 40%. She's just one of the many alumni, faculty members and students, giving me hope that the sustainable future is within reach, and I'm also heartened by all of you attending Impact Engineer. Please enjoy the rest of the forum, and I do hope the next time I'll be greeting you in person. Thank you so much. Thank you Alena. Great remarks and hello. I'm Wendy Parcell. I'm a former university president and now a research scholar over at Harvard University. I'm absolutely delighted to be moderating this panel. We've actually assembled four experts to speak with us and explore how engineering associations and academic institutions are advancing the SDGs and delivering against Agenda 2030. So let me first invite our expert speakers to introduce themselves. I start with you, Evan. Hi, my name is Evan Thomas. I'm associate professor of engineering at the University of Colorado Boulder, and I'm the director of the Mortensen Center in Global Engineering. Thank you so much, Deborah. Hello, Deborah Estrin. I'm a professor of computer science and associate dean for Impact at Cornell Tech. Lovely. Good to have you with us. Kamau. Hi, my name is Kamau. As you heard, I'm from Kenya. I taught material science within the faculty of engineering at the University of Nairobi for many years. But since then I've been running an incubator to try to support that transfer from universities into industry. Brilliant. Thank you so much for joining us. Melissa. Hi, Melissa Goodall, deputy director of sustainability at Yale University, also proud NYU alum and hopeful mother of a future NYU Tandon School student. Good to have you with us. Thanks so much.  And as we think about the SDGs and their interconnected hyperdependent nature, how does that feed into what engineering and its disciplinary associations are doing to kind of navigate this inherent interdisciplinarity that's required to fulfill the goals. So just really think with us about those agendas. Yeah, thanks, Wendy. I think one thing that's interesting to do is reflect on what we were doing as engineers during the millennium development goal period between 2000 and 2015. And during that period, we were just starting organizations like the Morton Center at CU or engineers without orders or engineering for change or development engineering at Berkeley. And the model at the time was we're going to address the millennium development goals on a project level and with products and fundamentally really only addressing the symptoms of poverty. We thought that we could solve and meet the MDGs by working on a community or village or project or product scale. And now we meet the MDGs and now we have even more ambitious SDGs that are broader with bigger targets. And in fact, we're really not on track as a global community to meet the SDGs at least in and among the least developed communities. The 70 least developed countries are in sub-Saharan Africa where the number of people in poverty, the actual number of people in poverty is expected to grow over the next 10 years. So we need to think bigger and broader and engineers and engineering needs to elevate our role from thinking about the symptoms of poverty to thinking about the causes of poverty. So what will it actually take to address the fact that COVID has pushed 100 million people back into poverty just in the past six months that climate change is expected to push another 100 million people back into poverty over the next 10 years back into poverty, let alone addressing the number of people in poverty that are currently already living on less than $2 a day. So we have to as engineers start thinking about climate change and trade and economics and tax policies and the policies of foreign aid and not just take a step back and go do projects but actually try to influence the system of foreign aid delivery to try to address those root challenges. So what are a few examples? Here at the Mortensen Center in global engineering, we sit at the college of engineering level. We have about 200 undergrads engaged in our program, many of whom are earning a global engineering minor. We have 70 graduate students earning either a graduate certificate in global engineering or a professional master's in global engineering. We have about 20 countries around the world. And the projects include everything from looking at the impacts of climate change on water availability to impact evaluations around putting in pedestrian footbridges to improve drought resilience, which is another example of something that's increasing in frequency and severity due to climate change, to training engineers not just in the United States but internationally. We have a focused effort to recruit, support and retain masters and PhD students who are actually from these countries that we're working in. So one of our PhD students, Dennis Mataraz, works full time in Kenya on these drought resilience efforts. He's remotely a PhD student with us, but he's actually in the context in Kenya and from Kenya. So we have a lot of other extraordinary students like that too, where we're trying to create that network of engineers working in those places, but not just on the symptoms, on the root causes as well. I love that framing that you've introduced there of symptoms to systems. I think that's a really lovely kind of parallel with local to global. So thank you very much for starting us off with such an ambitious contribution. I'm going to move on now, Deborah, to have you talk to us about the SDGs and that engineering graduate education and maybe tell us a little bit about what Cornell is doing to foster the kind of interdisciplinarity that Evan touched on that is delivering on social impact. So could you tell us what's happening with you. Absolutely delighted to be here and I should say that there is a world of activity in the New York City area and clearly on the mother campus in Ithaca with Atkinson and and other centers that engage a broad community of undergrads and scientists. What I can probably best speak to is what's happening at Cornell Tech. Cornell Tech is a campus of Cornell University in New York City, and it was created to be a center for research and graduate education, particularly in computer and information sciences and engineering disciplines. And obviously, since its inception, which was back around 2011 I joined in 2013 when we first opened our doors. The societal and economic impacts of technology and digital technologies from machine learning to cybersecurity have all become much more profound, both their role as sources of problems, as well as sources of solutions so what we've all seen is that with that growing those growing issues and the surfacing of those issues has been a growing desire across our community of students and researchers and the working professionals that we interact with to shape technology to serve public needs as expressed by the sustainable development goals. So in response, Cornell Tech has just recently launched two public interest technology initiatives with seed funding from philanthropy and just to surface our nerdiness we refer to this as PiTech. The first of these initiatives addresses a common core of our master's programs, which we call Studio. In our established studio courses, students from across our technical and professional master's degree programs learn to develop real world technology products by working with leading startups and established companies. So our new PiTech Studio track is focused on product development. Excuse me and business models to accelerate positive change in the public and nonprofit sectors specifically because that requires special attention. The second initiative addresses our doctoral student community. Our new PiTech impact internship, as we're referring to it, will give PhD students a structured opportunity to apply their technical expertise to societal needs. As many of you know, most doctoral students in technical fields already do at least one summer internship, usually with the tech company. It's a very important experience and we don't want to replace it, but we do hope to augment it. So we will fund and otherwise resource with interns and advising each of our PiTech impact interns to engage with a particular community NGO foundation or public sector organization as an alternative elementary summer internship experience. And as we scale we look forward to hosting growing annual cohorts of these doctoral interns from around the country, as well as eventually postdoctoral fellows, and even faculty sabbaticals. So making faculty salaries whole as they dedicate themselves to a public interest initiative. We're hoping in this way to really foster the interdisciplinary and community engaged work that we need to shape technical innovation to address diverse societal needs. And we're looking forward to working closely with established centers as I mentioned at Cornell such as Atkinson that engages the broader undergrad and science communities and of course to our colleagues in New York City, both academic and NGOs. Deborah, thank you so much. And it's a wonderful segue to hear about PiTech. That's a new term for us in terms of that public interest technology as we turn now to Kamau. Because I think you're going to talk to us about this scale that Evan mentioned and this pace that I think Deborah's capturing of the transformation that's really been demanded by the SDGs. And maybe you can tell us a little bit more about the power of engineering to kind of deliver the fuel, the innovation fuel, and the skills that we need. So talk to us about some of your work. Sure, certainly. Thank you very much. So, as I said earlier, I'm working, I have worked most of my career at the University teaching students engineering material science specifically and seen a lot of talent. A lot of very interesting projects, but what was really very pronounced for me quite early on is the disconnect between what was happening within the faculties of various universities and countries like mine and what's happening in the marketplace. And so we were really just training people for engineering jobs in a sector that basically couldn't absorb them fast enough and certainly not to do engineering. So, or rather the kind of engineering they do like working for a large multinational would be mostly focused around maintenance and making sure that engineering systems designed elsewhere were working as they should, and even really introducing new innovations on the production lines and so on is really quite limited. And so the, the response that we had and a lot of students would end up working in order to auditing firms, and the likes of from a policy perspective the amount of taxpayer money spent on educating people in engineering doesn't give you the return, unless there are mechanisms that are set up to allow them to be able to trade or their skills for what is expected. And so we, one of the things we identified immediately as we set up our incubator outside of the university because the bureaucracy within the university was too prohibitive was basically that we needed to be able to provide people with an engineering background the facilitation to make prototypes and to make them really well so that their prototypes that could be presented to investors and that they could also sort of do pilots and then show that the investor or the potential investor that there is something here that really, if you put your money into code, give a return. And the other thing that we realized quite quickly is that whatever we do in developing human resource around engineering is really very constrained and limited around somebody just woken up here but so very, very limited if the the ecosystem and the environment doesn't allow for that contribution to be made so what I mean here is that even from an international perspective the sort of work that's been done by the World Bank and the World Trade Organization and so on. It discourages for example protectionism and the only way that really a very small firm can actually grow in competition on a global scale with products coming from China from from Europe from America, you cannot compete. You know, just like that against such large and very experienced industries, and I think every, every country that I've mentioned every region has in the past at some point had some kind of protectionist policy, so that you can actually have an incubation period that will allow your local capacity, not just to engineer but to do so in a commercially competitive manner. Can can happen and can crystallize and so right now one of the interesting things with COVID is that you know global supply chains have been disrupted and a lot of countries in Africa around the world have had to look internally to supply what they need and so this is something that in a sense can be taken advantage of and in Kenya right now there is a list of products of the government procures government in any country being the largest consumer, that they said well this group this bunch of products 365 as it happens, a bit of a gimmick maybe but these, this number of products will not be imported the government will only buy them from local suppliers and so now there's a lot of activity in spaces like mine and others where people are putting together what it will take to produce those not just in terms of a prototype level but the quality and the quantity within the time required and so on and so it's it's requiring a lot of different agencies to come to work together the body from the government that that gives standards. We have the banks coming into to to to to supply the money and financing for this, and so on and so forth so very exciting times I would say, we're also quite aware that the fourth industrial revolution is upon us that the share rate of change of technology advancement is faster than perhaps it's ever been in the human in human history so the challenge in countries like ours is quite a lot more difficult than it probably was in Asia when they were industrializing. And so we're really quite keen to adopt some of these modern methodologies as well so we're doing pretty circuit board. fabrication in our space and making sure that as iot and the utility of iot in a in an economy like ours starts to increase. We're ready to be able to make devices locally and so on and so forth so in a nutshell, I think that is really where we are really trying to find our place beyond the engineering do the things that need to be done to make sure that the engineering can make the impact that it's that it has so much promise to make. Thank you. Thank you. I was really strong points very powerful to think about that global disruption driving local innovation but I love the way that you also captured how the incubation hub is de risking investments as well to to allow the scale, I think that we're all, you know, recognizing we need to operate at so thank you so much for that. I'm going to come to you, Melissa, so you can kind of round off and and talk to us a little bit about Yale's teaching and research connections. I know that you'd be mapping to the SDGs and and then to kind of illustrate some of that with the strengths of Yale's engineering department and what they're doing to deliver against the SDGs I think you're going to share a couple of slides with us. Yeah, I will in just one moment, because it's a slide free event but then I like going rogue so my own personal background, I feel a little bit like a kid at the grown up table because my first degree is a drama from NYU but my background is is very transdisciplinary I have a science degree a business degree etc so I landed somehow in global policy which is when Jenny Frankel read our future keynote speaker was my research assistant which is phenomenal to see her in this role today. But I joined the office of sustainability in 2008 because we were seeing at the federal level sorry 2009 because we were seeing at the federal level, a lot of inaction in terms of climate action and other environmental priorities. So I really came to this from really global priorities local action perspective I really wanted to have an idea of and this connects nicely with what Evan was saying before of how we get from that global scale to the tangible actions and then translate it back up. So that was my driving my driving sort of a passion. When I joined the office of sustainability, when we were developing our most recent pan university sustainability plan we were doing it in parallel with the SDGs which was unfortunate because we couldn't directly reference them. But we also had the opportunity to really draw on them and integrate key themes such as social innovation. Then once we had our plan up and running. We were able to and I need to do this to the screen thing but we were able to think about how Yale's teaching and research could really connect to the SDGs so the exercise that we did here. And this is me going rogue to share my screen just briefly we have just shy of 5000 faculty members at Yale University this is just a guide to show you the distribution about half of them are at the medical school. Those in the medium shade of blue are in our professional schools and then our faculty of arts and sciences is about 1000 faculty members. So the exercise that we did. Was to really take a look at the teaching and research of every single faculty member at Yale University to identify where our strengths would be in terms of supporting the sustainable development goals this is not about teaching the sustainable development goals. This is about using this as a platform. And spotlighting Yale strengths using this as a platform for collaboration but also really highlighting the role of the knowledge sector and those who are hearing about the extraordinary innovations from the other folks on this call. Must surely recognize that this knowledge that we that we the higher education institutions of the world can bring to bear on the SDGs is really critical and is not entirely recognized or elevated in the UN system. The last slide that I'll show and then I'll stop being rogue is that this is what our school of engineering so it looks like so we have about 50 faculty members in our school of engineering and applied science. And we can really contribute quite a lot to the health and well being narrative when it comes to these things. We also of course have strength in industry innovation and infrastructure. But there are some other really important areas where Yale could potentially bring strengths to this. So what we're doing with this and I'll stop my share. What we're doing with this is we're not again it's not about Yale teaching to the SDGs or Yale teaching about the SDGs we're using this as a tool to foster collaboration so it's easy to say oh engineering and architecture should be working together of course they are. Or engineering and environment but what we're now looking at is how we're going to connect business with engineering and art with engineering and nursing with engineering in really sort of savvy ways using this as a platform. So again this is not about forcing the SDGs into our curriculum but really using it as a as a platform for collaboration for innovation and to develop those systemic solutions that the others on the call have to have referenced. That's great. Melissa thank you so much I think it's great to hear about Yale's experience but also that kind of visual helps us see some of the connections that you know we don't see often in our silo departments and faculties and schools and so on. So I think we're going to have some time which is great to answer any questions from the audience but as as we're gathering those in I just wanted to to think with you. You know maybe in a kind of quick fire round I was looking at the United Nations World Engineering Day in July just of this year. And they asked this question of do engineers have the right tools to meet the UN SDGs and I just wondered you know what would what advice would you be giving to say that we could answer that question with an emphatic yes. You know what what more should we be doing maybe we'll we'll go in the same order Evan what what would you be saying that we should be doing to say yes of course engineers have the right tools to address the SDGs. I mean I wouldn't say that I wouldn't be able to say yes right now I think that you know engineers we often self segregate away from the decision tables. You know look at who's running the world it's economists and it's lawyers and it's activists and it's policymakers. Why aren't engineers there you know we don't you don't have to be a lawyer to have you know something meaningful to say we engineers need to be willing to participate in those messy conversations. We also need to be activists right we often as researchers and academics don't want to that's a six month old behind me. We often don't want to dirty ourselves by actually staking a claim to what is right or what is wrong, even with all the caveats. And I think we need to do that I think the tools that we need our is a greater willingness to engage in those discussions and then those. And again you know really trying to think about our role in addressing the causes of poverty which as come out said you know trade imbalances tax tax policies tax avoidance these are bigger drivers of poverty than whether or not another water filters been invented. And engineers can be part of those conversations. I think that's great and Deborah do you have anything to add to that given your public interest you know innovation space that you were describing. Just that I wholeheartedly agree. But at the same time engineers and nobody means that here but just to state it very clearly engineers should not do this alone. Right, the worst the thing that's worse than not having engineers come to the table to be part of the economic activist and policy conversations and to recognize the drivers for these challenges is for them to think that they can do it alone. And so being willing to take on the messiness of the collaboration, making turns and making progress on on technical and then societal you don't always do get to do the latest thing by taking on the real world constraints and collaborations. And that's really what I think all of us are trying to foster is a different kind of engineer. Yeah we've got a great question here coming in from from the audience I'm going to turn to Melissa and come out for this one. So, I'm asking for your advice actually around, you know, here's somebody Deborah and our audience who's got a great background in sustainability and education and community engagement, but isn't an engineer, but wants to work in this space so we're thinking what kinds of advice would you be giving to them about you know what positions should they be looking at. How can you know professionals like this connect with this really important agenda that you're you're describing maybe Melissa with your drama to business to sell maybe you know give us some insights there about how this individual and people like them can make their full contribution here. It's a great question and one that I'm excited about you know the thing that I would say you know in reflection to the first question is taking a problem centric approach because if you take a problem centric approach we have a problem it's not going to be solved by just the engineers. You have the product then you need to get it to market then you need to sell it then you need to make it go viral there's so many elements and so there's there's a stickiness there. And there is a solution oriented it just by nature engineering is so solution oriented this is my daughter is actually just switched her idea from being a biologist to being an engineer specifically because it's about solutions. And so to James this question you know the assets that somebody with education conservation sustainability. You know there are so many assets there the people who are designing the solutions the engineers need the people who can educate about them and can communicate about them so badly. We in higher education tend to be terrible about communicating the amazingness of what we do at writ large I think there are individuals who do it quite well but we there's an opportunity for somebody like that to get into it on on the the viral side of it. Brilliant come on this is really in your wheelhouse you know thinking of all the networks and connections that you have so how do we draw more people into this into this space. Well yeah I mean you know people like the question I guess you know a lot has been said I just want to add that quite often engineers don't may not fully understand what a challenge is about and there's a lot of interest in design thinking globally right now. And humans and a design and I think a helping engineers like in the context especially in the countries where most of the problems that the SDGs were created to solve live, you know, helping them to understand how better to be able to apply their engineering work. And so you know humans and a design is a big part of it, but there's also a question of how to understand the way that the government's work for example so the I've seen solutions created for say for example maternity and newborn child health. And they're really good from a purely technical point of view and they've got the AC the humans and the design down and they understand, you know those details but then they didn't understand the way the government works and you know you what you want is for those solutions to be taken into the government. It's a self system. And if you don't understand exactly how that works, then you'll find that it doesn't go anywhere. And so, you know, understanding that the problems are generally a lot bigger, much bigger than engineering is very important and teams need to be able to be formulated to take into account all that complexity really. So to be able to make sure that these solutions are pushed out as they should be. That's really very wise. I mean, any final comments Evan, were you coming in there. Yeah, sorry, I was going to build on my point there. And as any, you know as any entrepreneur knows everything takes is a lot more complex and takes a lot longer than you hope, and sometimes that's not compatible with academia or the funding or the mechanisms for either faculty or students or or or professionals in the field, but these things can take decades to realize you know it's not that the design cycles not nine months it's nine years. And as Deborah said earlier you know it's definitely not about engineers doing anything alone but we are actually not part of the conversation right now we need to get at those tables. At the University of Colorado, we're the Morton Center in global engineering and we chose that name. Two years ago very carefully to position the role of engineers to be alongside the global health community and alongside the development economics community, but also to try to move even beyond what are still technocratic roles to try to again look at some of those policies and to be more historical as as a development professionals we often act a historically, we need to, you know these are the arc of history is long, and the causes of poverty or deep. This is right back, I think to some of the opening comments from all of you about the, the SDGs being this incredible global challenge, you know it's the nearest thing we have as the world to a strategy for the world but but this sense of this interconnectivity and thinking at that systems level so I know there's so many rich insights that you could share but I really appreciate you spending time with us amazing practical advice as well as I think a call to action for engineers and everyone around them so I know we could keep going on a longer as always with these expert panels it's wonderful to have your wisdom and insights, but I'd like to thank you for on behalf of the team here and and close out on hand back. Thank you so much.