So what we're going to do today again is set up your business manager and the way you kind of want to look at it, the differences between your ads manager and your business manager with your ads manager, there's all you can do is run an ad. That's all you can do. You can run an ad and that's it. But that's not enough. What you have to be able to do is track everything that's going on. Okay. So as I say, that's all the analytics you were telling me about before. Not just the analytics. Yes, but it's not really, it's not really for that. It's not really it's not really for the, to look at the metrics and look at, okay, how many people did this? How many people did that? That too, but it's not really that part that we really want to focus on. It's really the data that's going to be, that we're going to now be able to capture because we set up a business manager. It's now the data that we're going to be able to leverage.  Let me show you, let me show you what, what a business manager allows us to do. Yeah, click on that one. So a business manager, as you scroll through your newsfeed, let's just scroll through. Let's see what our friends are up to. And then let's see if we come across an actual sponsored ad. So there's Teresa, we keep going. You can find, okay, right here. Okay. So this is just an image, right? So scroll up, you see the text there.  So there's the text, there's the image, and here is the pause. So the fact that you stopped, that's being tracked. Got it. So if we had a business manager set up, we can then set up an audience of all those who stopped. Interesting. So scroll down, click on learn more. So as you actually click on the ad, now that we'll have a business manager set up, we're now going to be able to track the fact that someone landed here. So as you click, you came over here, you landed here. But for whatever reason, we didn't fill out the form. And we left that was tracked. And why is that so important? Because I could put everyone who landed here, I could put them in their own audience. I can name that audience matched with a real estate sales assistant in 72 hours, web page visitor only. So now I can, I can categorize this person who landed here, but didn't fill out the form. They didn't continue. They didn't click on anything else. They simply just landed here. I can put them in an audience and I can show them another ad. That is so cool. And with your ads manager, it's all in your business manager. So that's what we're going to do today is we're going to set up the business manager to really put us in position to start tracking all these data points to really segment all the people and make sense. Relevant people are future ads. Can we, for future purposes, is it possible to pre-segment leads, like almost like where it's automated? If they've seen an ad and then they go to this one just automatically, or do you have to manually do that? Good question. Yes. You want to manually do that as you go and set up your, like for example, what just happened right now, you saw the ad, you clicked, you came over here. The data was captured. Now this person that landed here is now in an audience. As we go and set up our second ad, it's one single button. You click on that one single button as you're setting up ad number two, you click on that one single button and you can choose which audience to show this next ad to. So if we want to choose to show it to all those who watch the video for 45 seconds, you also want to show it to all those who clicked but didn't fill out the form. We simply just choose that simple setting in the setup of that next ad. So watch, go back to the newsfeed. Let's see if we could find a video ad. Let's see if that was an image ad. Yeah, I see those a lot. Let's go down below Calvin, keep going, keep going. Let's see if we can find any random video ad. So it's tracked on the, it's tracked on the website visit. So there's another image. Keep going. Yeah, keep going. Let's just see if we can come across and any video, whether it's an ad or not, I can still, I can still give you the example, show you the example. But yeah, for whatever reason, it's frozen. But let's just see for example, let's say it was a video and you're looking at a one minute video and it's an actual ad. What we're able to do through the business manager, which you cannot do through the ads manager is in the business manager, we're running a video ad. It's one minute long. We can now set up an audience of those who watch it for 15 seconds. Very cool. And again, what am I going to do with those people who watched a piece of my one minute video? I'm going to put them in an audience and show them another ad. That's awesome. So that's what creates the omnipresence. That's what creates, oh damn, there goes Tee again. There she is again. And that's what creates the trust. Yes, that's what builds the indoctrination. People become indoctrinated. They feel they trust you. They feel like they know you.  They feel like they want to do business with you because they keep seeing you. And when you're just posting organically, that's one thing. But when we start running ads and we're only targeting one zip code, for example, it's like, dude, you could take over quick. Like you take over quick. Like if we're just targeting these three zip codes and I keep, that's what I want to do. I want to have a specific farming territory. That's what it's all about. It's targeting that farm. That's it. And so what makes it so unique is the fact that what we're going to be bringing is value. What we're going to be bringing is education on the process of selling or buying, pick whichever one, but it's either buyers or sellers. So as we put out content, it's constant, consistent content on the process of selling. And that's what we're given. So it's like, man, people are going to fall in love with you because all you're doing is educating. There ain't nothing to hate on. It's like, dude, I'm just educating on what it takes to sell. And then my icing on the cake is to get you to click and download my seller guide. That's it. So if I could just keep doing that, doing that, doing that, doing that, do that before you know it, your whole town. I love that. I do love that serve, not sell. I love it so much. All we're doing is serving. Hey, let me give you this free content and also let me give you something you can download for free. That's where it starts. And then once you download, then you come into my world.  Now I can start talking to you and really set up the email automation. That's going to be all, that's all part of our future calls when I teach you how to set up the email, the email automation to really start nurturing that lead because the whole purpose of all this from the Facebook ad to the landing pages and your email automation, the whole purpose of it, 99% of it is automation. Like I don't want to physically click on anything. Like I'll click to set up the ad, but once the ad is running and that ad is running 24 seven, I don't want to lift another finger. And that's what comes with it because as that person sees the ad, that ad is running to your local farm 24 seven, as people are clicking and coming over to your landing page and downloading their seller guide, that is happening 24 seven as people are receiving your automated emails after the fact that they downloaded those emails are going out 24 seven. So it's all automated. I'm teaching you how to, how to really build a machine where all we got to do is feed the machine. I love that. And feeding the machine consists of simply putting out ads. That's it. That's it. So here today, again, what we're going to do is just take one step at a time and we're going to set up the business manager so we can really be in position to set all that other stuff up. So here's what we're going to do. Let's go back up to the top here. So we're in the news feed. Let's scroll all the way back up to the top of this news feed here. So go back above Simon or whatever his name is go go to the top here and just and for some reason your screen is like, I don't know if it's just too too big. Is there a way you can make it smaller? Yeah, because where's the whole left side of the column of the page here? You should. Yeah, I don't know where it's at. You're right. There should be something else. Right. Let me see. There should be like a whole maybe it's those lines at the top. Let's click on those three lines. I think it's right there. In fact, it is. It is right there. But yeah, okay. There it is. There we go. Okay, cool. So here, all we're going to do is click on click on on see more. Okay. To the left. So we're going to click on see more. And then we're going to scroll down and we're going to go down to ads manager right there. And so what I'm going to do here on today's calls not only take you to this entire setup, but I might also have you bookmark all of these most important tabs. So what we hear to the ads manager, one thing that's super crazy is it seems so overwhelming because there's so much stuff going on. Like there's so many, there's so many different things to click on at the end of the day. There's only seven. And that's what we're going to do today is I'm going to have you see my failed attempt here. I do. I do. And so there's only seven buttons that you'll ever really need to know about in this ads manager in this business manager. So we're going to bookmark those today.  Yes, I'm going to record it for you today and you're going to have a full blown recording. I want you to know that I have your back from this point on.  We'll strategize. We can master my we can plan our next ad like awesome. I'm available for all that stuff. So and really the ad and there's nothing else to pay me. There's nothing else to pay me outside of whatever the heck we're doing right now. But the reason why I really love to jump on calls whenever the heck you need me is because we both benefit. You're going to learn. I'm going to give you my time for free.  And then what I do is I leverage that training video. Awesome video. And I'll put it on YouTube and that's how I end up, you know, getting more exposure. That's why a lot of my training videos on YouTube are exactly that. They're me on a call with an agent walking her through and I leverage it and I use it for YouTube and it just helps me even more. So we're both going to win for sure. And so that's why I'm trying to say, just use the heck out of me. Thank you. So here's what we're going to do. At the top right there, you see your name, right? That 382-12748, that drop down that number at the top. You see your name at the same. So right here, this is your ads manager. Click on that drop down. What did I just do? Hang on. I'm so sorry. You're good. Okay, here we go. Yep. I'm see. So this is your ads manager. You have one account, your ads manager. What you want to do is we want to set up the business manager. So we're going to, we're going to completely, we're going to still have this account here, but we're going to start running our ads out of our new business manager. And so that's what we're going to do here.  So click the three lines to the left and let's go to business settings. And this will let us know if we even have one set up or not, which I don't think you do. So click on business settings. It should take us to the full blown setup. Actually, you do. So you do have one here, the S3 degree, which is not set up, but it's here and that's perfect. So it at least saves us a little bit of time of the beginning setup. And now we're straight into the settings, which this is perfect. So what we're going to do is we're going to deck out this entire business manager and then I'm going to have you bookmark all the most important ones. So here's where it starts. Let's click on, let's click on, let's click on pages. Let's make sure that your page is connected here. First of all, so pages right there on the left, click on pages. You should see your business page over here. So there's Ronnie, there's you, and then there is the page at the top. Okay, perfect. So we're good. We're good there on the page. Now let's click on ad accounts. Let's make sure that the ad account is set up right below pages. You see ad accounts. Okay, perfect. So this is where we need to be. So let's set up this new ad account. So again, the other account is your ads manager. What we're setting up here is the business manager. The ads manager may already have a credit card and that's fine. But what we need to do now is put a credit card here because now we're going to start running our ads out of here out of the business manager. So here on the blue button, let's add any card and we're far from running ads right now. So don't even trip on a budget or anything like that. We don't even need that right now. We just need to set the account up. So create a new ad account, the third one down. We're going to create a new ad account. And then we're going to go with the same name for everything. So the name that you named your business manager is S3 decreed. So we're going to name the ad account that as well. And we're going to also name the pixel. Once we get to the pixel, we're going to name that the same as well. So go ahead and see if you can find your time zone there. Sometimes that part could take forever. Yeah, go with that one. That's fine. You could just go with that one. The time, it doesn't even matter. The time, it's fine. So hit next. And then over here, it should, yeah, for my business. And then we should be good. Okay, then right here, you're going to click on your name at the top left and then toggle on the very bottom right. So full control, just toggle that gray to blue. Yeah, that one, perfect. And then assign. Okay, so all we're doing here is setting up its own ad account. And the way you want to kind of look at the business manager versus the ads manager, yeah, go ahead and click on that one. So as I'm trying to explain the differences, one, the ads manager, there's no tracking. There's none of these features you can't, you can't track any of the data. That's all the ads manager, the business manager, you can. But another analogy is just like real estate. Like in real estate, what a lot of agents will do once they really start crushing it and really start doing the damn thing, what they end up doing is they end up setting up an LLC. Okay, yep, we have one. Exactly, right? So that's how you kind of want to look at this is your business manager is the LLC. So what we're doing here is we're separating everything. You got your ads manager, we're setting up the business manager, the business manager is the LLC. But the business manager, even though it's even though it's an LLC, just like your real estate business, it's still tied to you. Right. So that's what we're doing here. So we're still going to tie everything back to you. Because this part matter. No, it doesn't actually hit next. Okay, I'm sorry. No, it's all good. It's all good. There are my goodness. And then and then yeah, hit next and then just put whatever card here and let me. Okay, so you know, there's your name right at the bottom. So to the right, you see your name there. So you're, you're good there. Click on add assets. Let's see if there's anything we need to add right to the top right, add assets. Let's see if there's anything we need to add. Yeah, add assets and then okay, cool. So we're good here. So cancel and then we're good. So the ad account, the ad account is set up. And here's what I want you to do also. So go ahead and go in and exit of this part. This is going to be, this is going to be our, this is going to be our bookmarks, not necessarily our, yeah, it actually is our first one, but we're going to go back and do another one too. So bookmark this one. This one is ad accounts. So here's what I want you to do. Your bookmarks, where's your, where's your bookmarks at? Do you have, I know you have bookmarks, right? You have. It should be right here. You mean like my favorites and stuff? Okay. Yeah, hit the star.  So hit the start. Okay. Hit the star and then, and then right here folder. So let's start a new one. Let's create a new folder. Okay. We're going to name it. Add account. But let's put it in. Yeah, choose another folder and let's, let's create a new one. So yeah, new folder, perfect. This is going to be, this is going to be FB business manager. This is going to be FB business manager. And so this bookmark is going to go into, into that, into that folder. So see if we're going to do it again. So save it. Yeah. Okay. So this one's ad account, ad account. Okay. Perfect. So now every, like, I don't want to do my own horn, but, but, but I do it. Toot your horn. I know, I know a library. I just been in it forever, right? I've been learning this damn stuff forever, this Facebook ad stuff. So I know a ton, right? I know a ton, but I don't know everything. Like I don't know everything. Like every now and then I'll get stumped on something very rarely, but I, but I'll get still like something, like maybe Facebook charged your card and they weren't supposed to maybe, maybe you got locked out of the account for some random reason.  And whenever you reach out to Facebook, the first thing they want to know is the ad account ID number. And that's it right there at the top. So six, five, zero, nine, that's your ad. That's like your ID number. So that's your ad account ID number. That's the first thing they want to know. Okay. So this is a bookmark that's your ad account. That's important. So now click on Instagram accounts to the left. Let's make sure your IG is connected, which it should be, but Instagram accounts. Okay, cool. So login. Let's make sure that this is, this is fully connected. Go ahead and click on it. Click here. No, the login to the right, right? There is a login. Oh, I see. Okay. Yeah, right there. So click on that and then login. And sometimes it'll want to revert us to a, to the professional or the business Instagram account, which it's just one click. So go ahead and login, hit the blue one. Oh, you know, I don't even remember my password. Oh my God. It's all good. See if you can just click on forgot password or did you click on login already, the blue one? I did. Oh wait. Yep, I did. And this is what it brought up. Okay. I don't see whatever you're seeing, but... Oh, you don't see this? No, I just see the login. I still see get additional settings for managing Instagram. How weird. I don't know. It's just the way you're sharing. I don't know if you're sharing just certain portions of your screen or what, but it's all good. But whatever you got to do to log in and... No, you should be seeing all of this. I definitely have you, I'm showing you. Okay. So you can't see me actually logged in right now? No. All I see is I see you clicking on the blue login button. That's all I see. Okay. And then what it does is it brings up a whole new screen. Yeah. Yeah, I don't see that part. Yeah. I don't know why it's doing that. That's weird. Okay. And then what it does is it tells me, oh, are you having trouble logging in? And then I ask it for a login link and it sends me a login link. And then it says confirm that it's you. So I'm confirming that now. Okay. Cool. Okay. Now it's saying, let's see. Okay. So we're good. Okay. Perfect. So we're good. Okay. So now click on connected assets. Let's see if there's anything we need to connect right there. Connected assets or add assets. Yeah. Click on add assets. Okay. Cool. So go ahead and add that ad account. So what we're doing here, we're just, we're tying everything together. So we're tying an account to this Instagram account. So whenever we run Instagram ads, Facebook knows which ad account to charge. So go ahead and click on the S, yeah, the S3. Yeah. Click on that circle. Perfect. And then add. Okay. Cool. Okay. So click on done. And then we're good there. So now, and we're not good. And all these things are just basic setups that are not really needed to bookmark. And we'll bookmark some more as we continue. But that was needed. So now to the left, click on data sources. And let's come over here to scroll down. And we're going to grab our pixel. So we want to set up this pixel. This pixel is a piece of code that you put on your web pages when you start running ads. So click on pixels. And then over here, we're going to see the blue button. So go ahead and click on that. And we're not, we don't have any pages just yet to put it on, but we can at least prep it. We can at least get it in position. So again, same name for everything. We named the business manager, the S3, we named the ad account, the S3, we're naming the pixel, the S3. So go ahead and rename that. Just take away the apostrophe S, take away the word pixel and just, just hook it up. Name it the same S, the same way you're writing everything out. So S, yeah, perfect. S3. Perfect. Okay, cool. So this is, this is your pixel. And what I want you to do also, so hit continue. And then as we, as, as we move on to the next screen, scroll down, set up the pixel now, click on that one. Got it. And then what I want you to do is I want you to go ahead and go ahead and email instructions to developer. Do that because here's what I want you to do. Yeah, click on that one. And so I want you to email it to yourself in the future whenever you set up any website, whether it's your EXP page or these landing pages that I'm going to eventually recommend for you, whatever it is, someone builds a website for you in the future, whatever the first thing you want on these pages is the pixel. So there's your pick, some websites ask for only the pixel ID, which in fact, I think your KB core, if you're with KB core, I think, I think those EXP pages only ask for the pixel ID number, which, which you saw it right there. And then some ask for the entire code. Wow. That's what we, that's what you saw below. I think that was like number three or whatever. That's what you're below is all those characters. That's your pixel code. So whatever it is, I'm just saying whenever, you know, if anyone knows how to put a, put a website together, if you ever put in any pages together in the future, whoever the hell is doing any of that for you, they know how to install the pixel. So all you got to do is just email them your pixel and, and, and they can easily put it on. And even with your EXP websites, if anything, I would reach, I would email EXP and say, Hey, man, here's my pixel. Can you guys put this pixel on my pages? Excellent. And you can ease. That's a simple email. So, because you have no idea how many times over and over and over and over I see, I see websites that real estate agents have like their, their Keller Williams website, their, their Coldwell website. It's your website. It has your name on it, but it's your broker's website, but it has your name. It's your designated page for your business, for you. But the moment I go to it, the pixel that's on it is theirs. Interesting. I need to see a visual of what this looks like because I want to know if mine set up that way. Let me watch. I'll tell you, I'll show you right now.  I'll show you on my end. Yeah. It's actually right here. I don't know if you can see this, but send me the Lincoln in the chat here. Okay. You got it. And so you have it really quick. Of course. Yeah. And then, and then if you can, yeah, send to me and then if you could stop share, I'll share my screen and then I'll show you what it looks like. Yeah. I'll show you what it looks like. Okay. Let's see. Where is my zoom? Where did you go? Okay. Perfect. So we just, we just got the whole pixel that, that got emailed to you and that was kind of the whole, my whole tantrum on the importance of having the pixel on your page. So now over here on the left, we have domains and that's what I was referring to earlier is where if you're going to be running traffic to a website, that website, that domain needs to be yours. And this is kind of a newer feature, a new setting, a newer requirement, I should say, within Facebook where before I used to be able to, anyone used to be able to run ads to any website. So that EXP site that you showed me for sure in the past, you can run ads there. And as long as the pixel is on it, you're good. Now today, Facebook, again, the requirement is that that domain is you own it. Got it. So here is where click on domains. This is where we'll want to integrate a new domain. And so I wouldn't, I wouldn't use that one, the S3 decree.com, if you do have it, maybe, because, because that'd be a, that'd be a domain that you could probably use for maybe a full blown website of you and Ronnie, you guys got a, you know, a nice little website and maybe it can go there. Maybe, maybe the LLC has its own website and we do, right? So it can go there. Okay. In the future, what we'll want to do over here is get a whole different domain. Maybe go to go daddy. Did you get the first one through go daddy? Yes, I think he did. My husband set that one up. So if anything in the future, as we move on through our next few calls, like, if anything, we can always get another domain. And this whole, this domain, this entire campaign is all around running ads to capture listings, running ads to homeowners, running ads to give away a free seller guide. So if anything, what you could do is maybe get something like, like S3 decree dot, or S3 decree seller guide.com or your free seller guide.com or some type around, around the word seller guide. Okay. And that I like that it designated just for us for sellers guides, just for seller guide, just for our ads, just for Facebook here. And that's someone that you can integrate, you know, here. So we'll get that domain eventually, but that's where the domain will go. And then to the bottom left, bottom, bottom left, let's scroll down below payment methods will go all the way down. The next one is business info. So let's click on business info and let's make sure all this is filled out over here, which it's not. So let's, let's, let's start at the top. This is so, so important. Let's simply hit edit and let's, let's, let's, let's match that business name. You have S3, you have it all, all together. Let's match it with how we wrote it with everything else, the ad account, the pixel. Yeah, that's how you wrote it. So let's, let's match everything. And then the primary page, type in your business page there and you'll see it in the drop down. So again, we're tying everything to the new business manager and that's it right there. So save and then business details, fill out all that. We don't need a tax ID at the bottom, but you for sure want to, want to put the business name, the address, the website, the phone number, and all that good stuff. Okay, cool. So that's probably super important and then we'll scroll down. Let's make sure our email is confirmed. So we'll scroll down and then right here at the bottom, my info, email. Okay, perfect. So this is super important. Hit edit next to your name there. Yeah. And then putting your email and that could be any email, your exp one or whatever, but Facebook's going to send you a verification right away.  Okay, awesome. And then save and then check that email. And let's just confirm that really quick because that will be one reason why an account would get, would get locked or ads would get rejected because that email was never, never confirmed. Gotcha. Yeah. So check that you should have got that. And sometimes it lands in spam. Yep. I think it went into a weird, a weird folder. Let's see. Here we go. Yep. Confirm your business email. Okay. It went to, okay, here we go. You good on the email? Come on. It's taking forever. I'm so sorry. No, you're fine. Yep, it's verified. Yeah, we're good. Cool. Okay. So now, now we're good right here. One, one more bookmark. Let me have you click on, click on, go ahead and click on pages to the left. Okay. Click on pages and just go to bookmark it from here. So let's bookmark this and we're going to, we're going to name this one business settings. So go ahead and hit the star and then we'll name this one business settings and we'll leave it in that folder. Perfect. And then we'll hit done. Okay. Cool. We're good here. So now click on the three lines at the top and we're going to go to, let's see what's our next one. We can go to, let's go to billing. We'll go to billing and we're going to bookmark it from over here as well. But let me have you click on, click on payment settings. So go ahead and click on payment settings and then what we're going to do is bookmark it from here.  Like that's the last thing you want to, you want to do. So always good throughout the month to know where that current balance is at. It's always good to know what card is on file. Right? Always switch it out. So bookmark this. This is billing. Let's bookmark this page. And then one name of billing. And then as you're in these different tabs, you can also hit that dropdown to the right. So you see the S3. So that's, that's the account we just set up. So S3 decreed to the right, six, five, zero, click on that dropdown. You'll see your other account in there as well. So click on see more ad accounts. So this is the ad account. We named the ad account S3. So there's your old account, the ad account, the ad, they're both, they're both ad accounts, but one again is just your old manager, your old ads manager, which is, which is your name. And then the new ads manager is this new S3. Got it. So, so that's billing. So now click on the three lines to the left. And now let's go to, let's bookmark it. Yeah, we'll keep the bookmarks going. So click on the three lines and go to, go to ads manager. We'll bookmark it from over here. So now the ads manager looks the same, whether it's the business manager, whether it's the ads manager, this part looks the same. So it looks just like, I see that, right? So no, right at the top. So yeah, click on, on no. And then right here. So you see right through the dropdown, you're in the S3 account. So I see that. Yeah. So you hit the dropdown, see more ad accounts, you'll see your click on your old one. That's the one where we have the failed attempt. Yes. So you can always, you know, play around with that account. That's always going to be an open account. You can always, you know, okay, use that in the future, but that's not really where you want to be setting up your ads. So let's go back to the other one. So hit the dropdown, go back to the S3, and then we're going to bookmark it from there. So we'll bookmark it from the S3. We'll hit the star and we'll hit. Yeah, we'll let this one load. And then this one is simply ads manager. So we have it in the folder as manager. And we're good. So hit done. And then we'll hit the three lines to the left. And we have, we have, I think we have like three more bookmarks. So hit the three lines. And then we're going to go to, let's go to audiences. So we'll set up our first custom audience right now just so we can bookmark it, but this is what it's all about. Like I stress, I stress on this more than anything, like as I'm trying to show you these videos, right? A video for one minute, those who watch it for 45 seconds are in an audience. Those who click on the ad, they go to your webpage, but they don't fill out the form. That's an audience. 99% of Facebook advertising is about creating these custom audiences around everyone who's watching every video, around everyone who's clicking on my, on my site, audiences. That's what it's all about. Because as you scale up and as you start to run future ads, it's all about no longer just targeting your farm. It's, it's, it's all about retargeting your audiences. It's all about retargeting these people who have engaged already in the past, right? Whether they watched a video, which we're going to set up a ton of audiences around every video or whether they're clicking on stuff. It's all about audiences. So click on that first one, create a custom audience. And what we can do is we'll see all the options right here, but it's really more basic than this. It's really only two that you're going to really create audiences around website. That's creating, that's creating audiences around every part of a webpage, whether they're clicking on the first one and they didn't opt in, or whether they clicked on your page and they opt in and they land on a second page. That's website. So in the website one, I can create a ton of different audiences around different parts of my website. Awesome. And video, as you put out video, you'll start to track those who watch it. That's your audience in video. So we don't have any websites yet. We don't have any videos yet. But what we can do is we can set up an audience around Facebook page. So click on Facebook page, and then we'll bookmark it from over here and then hit next. And then so over here, you'll see, yeah, hit the page, hit the dropdown, go into your other page. So you have a few different pages. So click on, yeah, the S3 one. So what we'll do is if you see the events, hit the dropdown, everyone who engaged, there's different options. So see if you could scroll down and see all of them. Yeah, there we go. Okay, perfect. So yeah, hit that again. Okay, cool. So these are all different. People who currently like or follow your page. Not really, we don't really want that one. And the reason for it is because all the likes that you have right now, they're from people that are all over the place, right? Yeah, that's true. Them in an audience. I'm trying to form my, I'm trying to target my form. That's exactly right. And that's where I've been stuck. Bingo. That's it. I don't need that audience at the top. The second one, everyone who engaged with your page, I don't really want that one either. Anyone who visited your page, I don't really want that one either. Because again, anyone and everyone from all over the place can visit the page. I don't want them in an audience. But I do want the last, I do want the next one, the fourth one down. People who engaged with any post or ad, it's really ad. So this one specific audience really applies when you run image ads, image ads, because anyone who engages with that ad will be in this audience. Okay.  And that would be a different audience. That would be under video. Interesting. Really just image ads. So the retention, the 365, what I want to do is I want to bring that way down. So take away the 365. We want to bring that down to 30 days. So anyone who is engaged with any of my image ads within the past 30 days is in this audience. And this is only image ads, not video. Yes, because we're going to give the audience name. So go ahead and put the audience name right at the bottom, put people who engaged with image ads, people who engaged with image ads. And then we'll create audience. So this could be an audience that we always use for our targeting the future. Yes, I'm going to target my farm, but I'm also going to target this audience as well. And that's all done through a simple click as you're setting up the ad. So hit done. And now what we're going to do is we're going to bookmark it from here. So this is custom audiences, custom audiences. Perfect. Okay, done. Okay, cool. So this is what we're going to eventually, this is what it's all about. Again, we're going to lay out a ton. We're going to create a, from this point on, you're creating audiences, audiences, audiences. Amazing. I love this. And this is really our filter. This is, this is how we're going to filter everything. Okay. Yes. Yes. I love it. That's so cool. So now click on the three lines to the left. So we have, we have a couple more bookmarks. Now let's go to events manager. Events manager. And this is where your pixel is at, and I'll have you bookmark it from over here. The pixel is not fully activated yet because it's not on a page just yet, but we can at least bookmark it from over here. So actually nothing's going to show up just yet. I thought we would see at least a little something, but I guess the pixel needs to be on something. Click on that drop down to the top right. Let's see if we can go into, click on that top one. Yeah, click on your one with the profile picture. Let's see if anything loads. When we're done today, should I add more audiences, like the video one and, or should I just stop where we are and we'll revisit that at a time? Yeah. We'll come back to that for sure. We'll come back to that for sure. Okay. But you can. I'll show you how to do it. You can, but any, any, what do you have videos on your business page? Yeah, there are some. Okay, cool. We'll do that right now then. We'll set up some audiences for sure. Awesome. So right here, we don't want to continue to pixel setup because we don't have a page to put the pixel on just yet. Okay. So I'm going to have you bookmark it from here, but once we, once we, and this is pixel, but once we actually take the pixel and put it on, on a page, then we'll read bookmark it, but you can. Got it. So head done. And then our last, I believe it's our last one. So hit the, hit the hub over the blue triangle and then go to custom conversions right there, custom conversions. Okay. So let me explain this part and I like to visually show you what a custom conversion is. This is another reason why ads fell and they, they fell because your objective wasn't met. When we run ads, what's really our main objective to capture a lead. That's really the bottom line. Like I'm in the lead business. I need to capture leads. I need people on the phone. Like that's really the business you're in. You need. So custom conversion is, is, is again, what most don't set up. And that's why most really don't succeed on, on running Facebook ads. Let me visually show you what, what a custom conversion is. So if you can stop, stop share, let me come, let me come, let me come back over to my screen. Okay. Let me know if you can see my screen. I can. Okay, cool. So let me explain to you what a custom conversion is and why it's so freaking important and, and, and, and why it needs to be set up. So, so, and it starts really with a question. Like as we, as we start to run ads, let me see if I can just see a random ad. Okay. Here's a random ad. Yep. The video with the video. Perfect. So, so as I press play, one audience is a 30 second video. One audience that he's putting me in is an audience of those who watched it for 10 seconds. Got it. Or he could have put me in an audience of those who watched it for 15 seconds or he could put me in an audience of those who watched the whole damn thing. That's one audience. As I click and come over to his page, here's the pixel helper at the top.  Here's the second audience. The second audience are those who land on the page, but don't fill out the form. Got it. So I'm over here. I'm looking at all this stuff. I'm looking at all this stuff. There is the opt-in form, but I do not opt in. I simply just clicked. I visited, visited the page and I left. That was another audience. Those are two audiences that he just captured. Now he'll turn around and show me another ad. Got it. Yep.  It's kind of funny that I'm seeing his ad and that I'm on the call with you. This guy right here, Dan, this is where I learned everything from. Oh, wow. This is my first mentor. I spent five grand for him. Oh, my gosh. Amazing. I spent five grand for him to teach me. And it wasn't even one-on-one coaching. It was for his video course. Wow. Five grand. Most I've ever spent on any of this stuff. Like most, the most I've ever spent on coaching, like I didn't even have the money at that time, but I freaking, God, God just always puts us in position, right? And that was, that was a God thing because that was the most money I've ever had at that time. And I spent it on this freaking guy. So, but I freaking learned so much. And I just quadrupled, folded my knowledge and now I'm teaching. Amazing. That's amazing. That's so inspiring. Yes. So, so, but here's my point here. Back to the custom conversions. Here, here's an example of a custom conversion. So there's the ad. There's the video. There's the learn more button. I click, I come over to the page. So the question that I'm going to ask you is with this ad, with this ad, what is the main objective? Like, what's the main objective? We're running an ad. What's our main objective? To get you to stop and, and to at least give it some consideration initially and then and to click on the, to get more information. Okay. Is that, and are you putting a period right there? Is that, is that your final answer? Oh, no, no, we want to capture your data. So the goal, the ultimate goal is to get you to fill out the form so that we can capture your data. You become a part of our audience. Okay. Now those are two different things. What you said first was to, was to get them to click and come over to the page. That was one, that was one answer. The second answer was to capture the lead. Yes. Those are two different answers. True. What most would say, what most would say is what you said first and they would stop there. They would say, well, David, the goal, the objective is to obviously get them to engage with the ad and click and come over to our page. But if they don't opt in, then you, you know, it's a, it's a moot point, right? Exactly. So that's why with ads, it's super, super specific. If that's what you wanted, people to engage with it and come over to the page. Okay. Well then, that's a Facebook, Facebook can give you. Facebook is going to give you 50,000 people who did just that, but you need to get the lead from it. Exactly. Because that's not what your objective was. Your objective was to click. There's 75,000 people that clicked. There you go. But what does that mean to you? If you don't have 75,000 emails and telephone numbers? Right. Exactly. Well, the objective is to capture the lead. So how does somebody, how does somebody do that? They have to opt in. Yeah. So here's what happens. I'll use my page as the example, because I don't want to opt into his page. I'll use my page. So if I'm running an ad, if I'm running the ad and that person clicks and they come over to my web page, there's the visit, right? There's the visit. One page, one orange button. Simple. That's it, right? So simple. But here's the custom conversion. So look up here at the top, there's my link, social agent mastery.com forward slash web class. The moment that person opts in, they end up coming to this second page, although they'll enter their name and email, and then they'll land on the second page, which is social agent mastery.com forward slash web class in progress. That is so cool. This link is my custom conversion. So what I tell Facebook, not only is it a customized, it's two things. They landed here. I'm automatically able to tell Facebook, hey, anyone who lands on this link is a custom audience, a.k.a. a lead. Yes, that's one thing, the custom audience. But what we're talking about here is the custom conversion. So what I have to do is I have to take this link. That's why I have to be able to control the domain. That domain needs to be mine, because I need these links to read something different. Yeah, every time. Yeah. Change this. So here's the deal. This link, yes, it's a custom audience, but then it's also a custom conversion. So what we're going to do once we set up your pages, we're going to take this link and let Facebook know this is the conversion. So when we run ads, we're telling Facebook, this is the link that's the most important. We're here, not just here. And is Facebook intelligent enough to help to drive the traffic that way? Because you've told it where you want it. Excellent. I love that. That's so cool. It's pretty crazy.  Amazing. But if you're not setting it up right, you're failing. And this is why I hear so many of my colleagues. I'm telling you, David, I'm going to refer people to you, get ready, because I am in all kinds of networking groups, like too many to count. And time and time again, I have heard people say to me, Facebook ads don't work or just to the audience or to the group or who they just don't work. And in my mind, especially after meeting you, I always knew it's because they're missing something. It's not working because it's user error. I didn't know how to, I didn't know what that was. But just in my mindset, especially coming from the background, I do an education. I know if you've missed a crucial step, then that's it. Like if you miss eggs in a cake, you have no cake, you have a mess, right? So that's what you're saying. Like there's something that's missing that's like literally going to put it all together, like coagulates everything. And if you don't have that, then yeah, you're just, you're wasting a ton of money and revenue on marketing budget that is failing you. And so this is why I'm going to refer people to you. I promise you the time you spend with me is going to be well worth it because I have a mouth and I like to share lots of, I like to share my wins with people. I like people to be able to be winning and not failing. So I'm going to share a lot of this information. Oh, it's on. Bless you. It's on. So like watch two pages, right? It's two pages, whether it's a listing, whether it's an open house, whether it's a seller guide, whatever. Like there's a seller guide page. Here's a simple listing page. Here's a simple, where's the open house one? The open house one. Oh yeah, here's the open house one, simple open house one. I love it. Two pages. It's clean and it's so clean. It's not busy. So here's the deal. It's one yellow button, right? Yellow button. That's one button. But here's what I'm trying to say with the custom conversion. So let's say, for example, it's the, let's say it's an open house, or let's go back to the seller guide, because that's what we're going to kind of focus on is the seller guide one. So as I run that ad, as I run that ad, they click, they come over to my one page, right? They come over to my one page. They enter their name and email, send me your 10 tips. Now they come to the second page. This second page is my custom conversion. Excellent. And that video, is that you putting a video of yourself speaking to your audience? This video, yeah. This is going to be your video. This is going to be you. This is going to be a 45 second video. This is, this is, and we'll get to the video part once we set up pages. But, but yeah, that's a simple, the simple, where all I'm doing in this video is I'm introducing my, I'm saying, thank you. Here's four bullet points and I'm recording this part for you. So don't even trip. But as that person downloads my seller guide, they then come to the second page where I'm hitting on four bullet points. This is a simple 45 second video for my cell phone. So what I'm saying in this video is, number one, thank you. Thank you for downloading my 2022 seller's guide. In this seller's guide, I'm giving you this, this, this, and this, right? I'm saying thank you. Number one, I'm thanking them. Number two, I'm introducing myself. My name is David. I'm with EXP Realty. Let me tell you a little bit about, about myself on my, and why I'm so fired up to help homeowners in the area of whatever, right? Number two, I'm introducing myself. Number three, I'm telling them to check their email. Check your email because I just sent over your free seller's guide. You're going to see it coming from me. The title of it is your free seller guide. Make sure you download it right away so you can, you can keep up with the emails that I have coming your way. So number three, I'm telling them to check their email. And then number four, I'm going for the close. I'm going for the call to action. Number four, I'm hitting in this 45 second video for my cell phone. I'm saying, Hey guys, and by the way, if you're in the market, or if you just have questions or if you need to speak to a professional, I'd love to talk to you. So if you click the button below, it'll take you straight to my calendar where you could schedule your best time. Love that. And you're telling, you're giving them the call to action. You're giving them action steps to take. Like it's awesome. You're guiding them. Some people are going to come here and just download your seller guide. And that's it. Some people are going to land here and actually schedule a call. So, so that calendar button, that that's what's going to be in place. But my point is, is that this link is my custom conversion. And so when you set it up as a custom conversion, you're also able to track in the dashboard when it comes back to the metrics and the analytics and looking at all the numbers. That's how Facebook tracks your cost per lead. Because they got it. How many people landed on the link that you gave them? Got it. That's so good. And you need to know that. How do you pivot? You have to know where to put your marketing dollars. Got it. Yes. So let me stop here. So go back up to your screen really quick and then we'll be almost done. So this custom conversion place. Yeah, see if you can share. So we should be on the custom conversion page. I'll have you just bookmark it from there, but we'll rebook it. We'll rebook market once we once we get some pages going. So go and start it. And this is custom conversion. Custom conversion. So a custom conversion is around any thank you page, right? Any thank you page. I could have went to a, I could have, I could have saw an ad for a listing. I click, I go to the first page. I enter my name and email. I come to the second page, which is a thank you page. That link is my custom conversion. It could have been an open house. Same thing. Enter their name and email. They land on the thank you page. That thank you page is my custom conversion. Got it. I could be selling stuff. I could be, I could be selling handbags.   Now you land on a second page that says, Hey, that's the custom conversion. Yeah. Custom conversion. Got it. So it's all about that. Thank you page. That second page. Yeah. Second page. So that should be all of our bookmarks. Let's, let's look at our folder. Where's our folder at? Let's, can you, are you on a Mac or what kind of computer? Are you on a PC or a Mac? A laptop. Yeah. Lenovo. Okay. Perfect. So then, so then your bookmarks should be, yeah, hit, hit, um, yeah, now right here, X out of this part, but click on, click on, um, yeah, click on the three lines and go to bookmarks from there. Okay. Perfect. So right here, where is that folder? So it's probably at the very, very bottom. If you can, just maybe maybe drag it to the top. Yeah, definitely. Look at this craziness. Oh my gosh, look at this. This is insane. I didn't, I didn't even know I had this. Is it alphabetical order? No, I don't think it's alphabetical order. No, I'm, I'm so bad. I don't even think I realized how many were in here. I never seen anything that many. That's crazy. So please talk. Okay. What we have is ad account, business settings, building ads manager, custom audiences, pixel and custom conversions. Those are your top seven. Okay. So as we move forward, all we're going to be doing, go back to that real quick. All we're going to be doing is filling everything in. Okay.  Okay. So as we, yeah, watch the, let's go back to it really, really quick, because I'll show you what part is, is, is, is where the pages come into play. Yes. So see if you can drag it like, okay, there it is. Okay. Okay. So, okay. Perfect. So as long as you know where it's at, then it's all good. So as we move forward, as we move forward, what we'll be filling in our custom audiences, we'll take the pixel, put it on a page, we'll take the pages and set up a custom conversion, and then we'll be running ads out of the ads manager. Should I put this in order or it doesn't matter? No, it doesn't matter at all. And then you'll get to track everything through billing. You'll have your business settings that you can always go to for, especially for integrating the domain. We'll have to go back and do the domain and then you'll know your ad account. You'll know which ad account is tied to what credit card through that ad account book. Makes sense. That all makes sense. I love that it's organized and I need to get rid of all these. Yes. Delete whatever, whatever. I need to just go away. So that right there, T, is so, so important. That's going to save you a ton of time on having to navigate through all this stuff to see what's important and what to click on and what not to. But those seven is where we'll live is in those seven bookmarks. Awesome. Very cool. And that's the setup. So we definitely need to set up our next call and on our next call we'll have to look into pages because that's what we're going to fill in are the custom audiences around pages, the custom conversion around pages, the pixel on a page. So I'm available. So right now we have the framework set up. Now we have to put in all of the important pieces inside of the frame. Yes, I got it. That's the next step. So let me know if you got time Monday, shoot me a message whenever I did. I already pre scheduled. You said the second one. Awesome. Awesome. So when is it Monday? Monday. Yep. Perfect. Perfect. So I'll send you this recording here in a bit and then message me if you need anything else. I'll be a message away if you need anything. Perfect. I'm excited. Thank you so much. Have a great weekend. God bless. Take care. Be blessed. Thanks. Bye. Bye.


Hi, this is Anil Bhartan. Today, we have with us Priyanka Sharma. Now, she's in the role of general manager of CNCF. Priyanka, first of all, welcome to the show in your new role. Thank you so much for having me, Swapnell. What exactly is the role of GM at CNCF, and how different is it from the role of executive director that Dan used to have there? So no difference at all, actually. I am stepping into the role Dan can't had. Across the LF, various projects and sub foundations have different titles for the leadership. And me being a GM is really giving a nod to trying to consolidate everything as one title. So that's really where it comes from. It's the same job. If you look at the CNCF, it has played a very critical role in creating a home for cloud technology like Kubernetes. And now there are so many. I mean, the landscape is so huge, you cannot even see it. So which also mean that a lot of consolidation within a CNCF has to happen from the point of view of project. A lot of projects are overlapping. A lot of projects have gaps. So what are your thoughts about that? Yes, absolutely. And I actually think it's a great thing. So by charter, the CNCF does not intend to be a kingmaker. We are very different, I guess, from many other foundations in that we really focus on spreading the wave of cloud native, for helping the ecosystem build better software quicker and more resiliently. For that, there are multiple tools people can use. They may use option A for telemetry versus option B for reasons that are specific to their system. And we don't want to be getting into the middle of that. We want to support every solid good project out there with a neutral IP space, open governance, best practices, support with marketing, education, et cetera. So it's actually a good thing for the end users to have choice and be able to enable that. Right. And if you look at CNCF, I think it's like 13, 14. It's been four or five years since the organization has been around. A lot of projects under the foundation have kind of matured. The ecosystem itself has matured. There are a lot of companies who are doing and things are moving from testing to production. And there is a very healthy ecosystem there. So what role is Cloud CNCF playing today for the ecosystem? And how do you see the evolution of CNCF itself? Great question. So a few things. First off is, yes, we've made great progress. The first wave of Cloud Native has gone exceptionally well. 2016, when I joined this ecosystem as a project contributor to Open Tracing, we were still talking about what our microservice is, why you need to do cloud computing, very basic, right? And since then, a lot has changed, which is awesome. However, with new maturity comes new complexity. And that's why you see we are still accepting new projects to support the entire development cycle. In addition, the folks, there's the crossing the chasm, as they say, for various technologies and projects. Kubernetes is definitely crossing the chasm right now. But we have not just one but 10 graduated projects, including Kubernetes. So we are supporting all of those projects to also cross the chasm. We need to also make Kubernetes more widespread. So if you notice, most Kube cons that happen, which are our flagship events, I think at least 25% of the audience each year is brand new, first timers. So we actually were having a conversation just a few hours back today about don't underestimate the importance and need for consistent cloud native 101 nurturing. So the job is far from done. We need to go deeper with developer engagement. We need to go deeper with end user engagement. And now that we have made some headway. So the second wave of cloud native is just starting. Excellent. So now when we look at second wave, I mean, so far the ride has become kind of easy breeze. But what are the challenges that you see that you want to tackle as you move into the second wave or what kind of challenges you're setting for yourself, which are like not the easy one, but you see there is a demand. So we have to do that. You know, I had various thoughts and ideas around this stuff. And when I was gonna join the company, the organization, I was going to take a complete few months to do a listening tour. Of course, you know what they say about the best laid plans of mice and men. The pandemic hit. The world scenario has completely changed. There's been shelter in place, orders various places. People are suffering many places with illness. There's the COVID illness, and then there's other things that come up when you're stuck at home for so long. So it's not an easy time. It's not a normal time. It's not a usual time. And that reflects for the cloud native community as well. As an example, we've hosted the coup cons our flagship events in person with great fanfare, with lots of support, love and excitement from the community. Now we have to pivot completely and do it all online. In a world where the online solutions are sort of like catching up to be able to support large scale events like ours. So joining in, there are challenges that have been thrown my way by just the timing, right? In addition to the events which we're working very hard on as a team, there is also just your community has different needs. There's some people may want to be switching jobs or looking for jobs. That's one element that we need to think about. Some people may need the support that they felt otherwise by going to meetups, by being more in touch with people around them on cloud native. There are others who might, whose businesses actually might be growing exponentially just because everything's going online. So supporting them with the technology, there are various elements to this new strange time that we find ourselves in. So that is a big challenge. In addition, I would say Dan and Chris have built an amazing massively impactful organization. For me, I intend to keep this momentum going, to keep building on what they have created. We all stand on the shoulders of giants here. I think the next big thing once we get through pandemic is to double down on the end user ecosystem. The end users have grown and become consistently more sophisticated and technical over the times in the last four years I've been involved. We need to support that and enable greater adoption, better insights, safe spaces to discuss and communicate with each other. So that's coming. And then finally, as I said, developer education and engagement has to go deeper and wider. So that's what I said for myself. When you look at CNC, what vision do you have because you yourself have been in the community in the industry for so long. So you, but you were also on the outside. You are not inside Lynx Foundation. You have been working with private companies. So you have an outsider's view. So what unique vision did you bring to the CNC of? Because sometimes when we work within Oregon for so long, we have our own myopic view. So can you talk about that? You're absolutely right. That I have worn and multiple hats seen CNC up through different lenses. And I can bring that perspective to this foundation. I'd say one thing that's been a somewhat disturbing trend I noticed was this othering of different parts of the community. So it's like CNC of staff versus end user versus project creator versus GB versus this. You can have so many different categories. But the reality is I really don't think that's the way the ecosystem truly functions well. I don't think there's that much meat in that way of thinking and we need to change and go back to what we're good at which is being builders and doers and being team cloud native, all of us together. If we invite, then we don't make stand strong and build upon our work, but rather just dissipate energy. And I've seen that trend happen in cloud native. I cannot speculate on the reasons for it but I make a call to each and every one of you, just know we're in it together. I have worn multiple hats in this industry. I have been a project contributor. I have been an educator, a marketer. I have been a developer advocate. I have been a governing board member. I have done many things and now I'm the GM. Let me tell you, we are all in it together no matter what hat we wear and we need to make an extra effort to do that. And that is something I think will be a big change if we can achieve it. You can have a lot of as much GitHub repository for tech issues, but what realistic efforts we can see from CNCF to achieve the vision you are bringing because this is different than a technological problem. I hear that. I think that a lot of it starts with the leadership. I have been put in this position and my number one goal is to always keep my door open these days virtually. So I live by an open calendar. Anybody can book time with me, talk to me, tell me what you think and reach out to me. And I mean it. I have serious blocks open. Of course they're starting to get booked up really quickly, which is nice because that means people are taking me up on this offer that let's engage, let's talk it out. Let's see where we are disagreeing and either agree to disagree, which is a totally fair thing to do or come closer together in some form of consensus. I think conversation is the first step. We all get so busy with the day-to-day work that that goes away to the wayside. And when that happens, it's miscommunication just develops and deepens. So number one is open door policy. Let's talk whenever there's confusion, let's do that. The other is bringing greater transparency. So it's just a habit I have that I picked up at GitLab working under SID, which is being all remote, it's important to document everything. So most of my meetings they will have like a document where we write down agenda, notes, sharing that with the people you talk to. So everyone's actually on the same page. We wrote this down, this is what we're doing. Little things like that can, I think, go a really long way in making sure people are moving in lockstep together. All this is also, by the way, an ongoing effort that you cannot let up. You have to keep being transparent. You have to keep being open. This is not a one-time thing. People have to keep being transparent. People have to keep their door open. It's like an ongoing effort that I will not stop and let up on. So I think it'll make a difference. I'm actually proud to report that I'm already seeing, having taken the time to talk to a lot of people, we really are on the same team. Everyone wants us to just build better software together. And I'm very confident that the cultural change is happening as we speak. Awesome. Before we wrap this up, a last question. We are going through a crisis, a very serious crisis and we don't see any end in the site right now. So it has impacted all of us. Like, for example, we are supposed to be in person at the open source event, but everything is moving to online events. How does this impact the industry in general? Because a lot of these events, they do bring people together, where they not only hallway track, where people just touch base clicks, but actually a lot of partnerships are forced there. So what impact do you see, and how do you see CNCF would respond to that or is already responding to that? Absolutely. Events play a great role in the community and ecosystem, and that's just evidenced by the awesomeness of KubeCon. Being at every KubeCon that I could be at, opened doors for me, connected me to people who were happy to mentor, guide, talk to me. And that's very hard. We cannot lose that, right? We all are waiting for things to change, right? The pandemic to go away one day for us to be able to meet in person. While we wait for that, here on the CNCF team, we are working to make KubeCon EU virtual in August, as awesome of an experience as possible. There's lots of ideas that we have. We sometimes have technology limitations in terms of the platforms that are available, and we're trying to work through that. My sense is that we'll have a bunch of ideas in experiment at KubeCon EU in August, and by the time KubeCon North America, which was going to be Boston, but just today was announced, is going to be virtual as well, by the time that rolls around, I think we'll have a lot more cool engagement and innovation possible.  I just wanted to see other community folks, and the reality is that it was cool because we were able to livestream and we had expected 200 people, but 2000 showed up. No, actually 7,000 at maximum views. It was crazy, crazy numbers. And that's the equalizer that comes with online events. So it's nice to be able to reach more people. We have to figure out the engagement and have more fun games and trivia prizes, ways to connect a maintainer to someone who has a question, ways to connect a student to someone who'll tell them how to contribute. These are the things we need to work on and it's actively underway. Awesome. Thank you Priyanka so much for taking time out and talking to me today, and I look forward to talking to you again. Thank you. Same here, thank you Swapnell.


Hello everyone. Good morning, good afternoon, good evening, whatever time zone you're in. Welcome to the second half of the second day of Hyperledger Global Farm 2021. I hope everyone's had a chance to enjoy a whole bunch of different sessions. There's been some really exciting ones that I've been in. We had a great event experience yesterday as well that Accenture hosted a great trivia and DJ kind of event that was fun. I hope everyone's also been able to get some sleep and pace themselves, you know, meeting people that can be very exhausting and doing it in a virtual setting very different than doing it when we were back in the Corona Ranch last year, but it's been great. Today we have a great series of keynote speeches lined up for you this morning and obviously lots more sessions this afternoon. But before we begin, I want to dive just into a couple of housekeeping bits and then a little bit of framing to get started. So I wanted to start out by expressing sincere thanks to all of the sponsors that helped make this event possible to our diamond sponsors Accenture and IBM, as well as to our platinum sponsors Filecoin Foundation Hitachi, Siemens and Zulek Pharmaceutical, as well as all the sponsors that both are here to lend their support, many of them also have booths in the sponsor exhibit area so please check that out through Hoppin. I also wanted to remind everyone that all Hyperledger events as well as all Linux Foundation events are intended to be open, inclusive, we really want to get across that all are welcome here in the Hyperledger community. We have a code of conduct that applies to even virtual events like this. Please read it please understand it and please let us know if anything happens during the event that gives you pause or call for concern. With that, I want to just jump into a little bit of framing to help understand one of the unique things about the Hyperledger ecosystem has been just how global we've been from day one, and even in the midst of the pandemic. That global sense has continued to grow. We have over 180 different meetup groups that are active. We garden these pretty rigorously. We make sure there's leaders in each community. And those are spread across 81 different countries that host Hyperledger meetups and this includes countries where even there's different systems for hosting these types of get-togethers such as in China. And already this year 60 different virtual meetups have been held so far. We've even had some face-to-face meetups. I'll show you photos from one pretty soon. We've also been launching some regional chapters and across that are collections of these different meetup groups and across all of these we've touched over three quarters of 100,000 participants in the ecosystem. And this year we worked really hard to put together groups of meetups in different regions, groups of those local communities to help each other get the word out about their events to help define speakers who could speak across the different groups. And we've launched those chapters this year in Latino America, in Italy, in India where we have a very active community spread across many different cities involving lots of folks from both academia and from the businesses that are based in India as well as in Africa. Having these chapters together has been a really key way to build the local communities and I'll show you one really exciting thing that's also emerged as a result. And we also recently announced the launch of our community in Japan. Japan has long been a part of the hyperledger ecosystem. Several companies based in Japan have been on our governing board and help make sure that we were solidly represented there. And now the local communities are really starting to blossom and we couldn't be happier to then to have a lot of healthy representation from the community there. Okay, and of course this year, this year has been really a stellar year for the China community. China's long been a core part of the hyperledger ecosystem, we've long had a technical half of what we do based in China called the China technical group, who have been very active on supporting core developments in fabric and other parts of the hyperledger ecosystem. This year they've started to meet face to face again, these are photos from December's meeting in Beijing of the Beijing hyperledger meet up group. I can't say anything other than it looks like another planet sometimes to those of us who've been at home operating from zoom this whole time but it's really great to see folks able to get back together and talk about the projects that they're working on and all that. And some of the direct result of working with these international communities has been not only helping make sure we're developing, you know, interesting content in different languages, you have to speak to people in their first language, if you want to really reach them with the information that we're putting together. And so there've been 13 different languages used to host meetups in the past year. That's really awesome. We also drove a contribution campaign around a couple of different projects and in one that we did for hyperledger fabric around the documentation, we worked with many of the people in our meet up communities and beyond to develop translations of the core documentation in eight different languages. And that would not have been possible without the support from our local communities. We also got translation set for the hyperledger homepage. Not every blog post and everything else has been translated but at least when it comes to landing on the site, I'm trying to make sense of this community and its products and everything like that and the different projects. We hope to have a more welcoming face now to speakers of all the major languages in the world. And finally we've also worked with a community to translate a hyperledger course around hyperledger fabric into Spanish. And that that was also really great to see. Another aspect of our communities that has long been important and only grew in importance this past year has been the special interest groups that we've been able to play home to this includes long standing ones like the healthcare working group which obviously sprung to life in response to the pandemic. But also we've seen a lot of activity in our telecom and our climate action working groups groups that are today not just hosting you know every two weeks a conversation about the use cases and case studies where it's been applied to their sector but are actually starting to drive projects in hyperledger labs focused on their domains. And I'm really excited about the prospect of new software projects coming out of the labs and becoming projects under the greenhouse at hyperledger. We also have invested again this is about the story beyond the code and beyond the immediate core developer community. A big part of that is education and training. And we've long had training modules on edX for just help people understand the basics of blockchain for business to understand how to how to how self sovereign identity works with hyperledger Indian areas, as well as training and information around fabric and sawtooth and courses for those. Now we add to that a new training module, a new some new courseware that we launched this week around hyperledger Bezu, helping people understand, especially if they're coming from the Ethereum ecosystem, how to use that technology to how to use Bezu to deploy permission blockchain networks. So this is really exciting, and I think going to be a key part of growing the community around hyperledger Bezu but also with that bridge between the permission networks and the and the public networks. We also have expanded our a part of the hyperledger website and really a part of what we do, which is about helping drive any commercial interest in the technology to the vendor community to go and be able to build this technology build distributed applications and data systems for anybody who, you know, hesitates to climb the learning curve themselves right. We are seeing increasing interest from companies who say we want to deploy the stuff that we need to figure out who's credible in this domain who can we work with I can't hire the talent because it's still hard or not enough people have taken our course and certifications. So, we've developed now a list of 24 different members of the hyperledger ecosystem who can provide integration support. I have products built on top of hyperledger all this kind of stuff to help go and deploy fabric Bezu sawtooth, you know, the different things that that people want to have deployed. And finally, many of you might be asking, you might have a technical inclination how do I get started, how do I look at what's available. You know, finding those starting points for free early developers can be a challenge so there's a lot of content in the sessions that come up today and tomorrow, as well as ones that are archived you'll be able to access relating to demos of the software of different hyperledger projects where you know you can if you if you're there at the time you'd be able to meet the maintainers and build that personal connection that we know is so important. We also have a presentation specifically on the challenges and the opportunity involved in pulling together different language support for different projects the the tooling to coordinate with translators is a really interesting and key part of what makes the trend. Projects like this work in an open source setting. Really quickly I want to give you just a snapshot of the keynotes from the last segment of day two in case you miss them in case they were at a time that didn't work. Last night we had a panel on using blockchain technology to fight climate change with a number of people who are presenting here in other sessions at the event. Dr Martin Wainstein, Andrea's kind and Veronica Garcia that was a ton of fun. Then we had a conversation between myself and Vitalik buttern. I where we really explored this sense of, you know, what does it mean to apply Ethereum to the enterprise. What does that mean for the developer community for the open source community that's grown up around that. We also had a really deep conversation between Murray mastery from IATA and drum and read who's the chief trust officer of Evernim about reopening global travel using health credentials and using self sovereign ID using many of the technologies we pioneered here at hyper ledger. Today though we have an exciting series of the keynotes lined up for you for the next hour and a half. First we're going to hear from Rob Palatnik. Rob is the chair of the hyper ledger governing board and leads technology research and innovation for DTCC. I'll give him a separate intern a bit just want to flash it to the others. After him, I will have Kareem Youssef, who is the general manager for blockchain technologies at IBM. And he has some really exciting things to announce in contributions to hyper ledger and other activity going on at IBM around blockchain technology. So we'll hear from Mary Lassidy who's the director of the Blockchain Center for excellence at the Santa Walton School College of Business at the University of Arkansas. She's been studying the application of distributed ledger and supply chains and other systems for a very long time and has recently written a book on this, actually. So I really wanted to help give everybody here a sense of where is this industry heading. What is the big picture. What are all of the opportunities that are emerging out there. Don't forget join feel free to join the hallway track and gather town at any time in between sessions during breaks after the sessions and for the day. Many of us are hanging out there. It's a little nerdy and goofy, but it feels a little bit like Legend of Zelda, but I like it and hopefully it helps recreate some of the ad hoc conversations that many of you have at the face to face events until we're able to meet face to face again. So it's a networking feature in Hopin to meet other members of the community and be sure and visit the Kiva booth to get your attendee gift, which is credit on the Kiva platform links to everything above are in Hopin. So with that I'd like to transition to our first keynote speaker. And I think it's very iconic is somebody that I've known since being involved in hyper ledger I admit I didn't know who DTCC was before meeting him and before jumping into this project. DCCC is one of those really hidden gems it's part of the core connective tissue that makes financial systems work, certainly that makes Wall Street and the and the equities markets work here in the United States but also globally. And so understanding their interest in blockchain technology was a key part for me saying okay I've got to dive in and figure this out because this is a way that we remake how these core financial systems work so really eager to have him speak and give his perspective as the chair of the hyper ledger governing board on where he sees the opportunities where he sees the risks. I'm excited and what he thinks we need to do as a community to continue to to meet up the opportunity so with that, let me hand it off to Rob Palatnik.


Through a combination of diet and dialysis, within weeks, we will terminate the cancer, one cent for all. Nine essential amnesty, eleven of them. So if we take away five or six of those away, it will only stop cancer cells to death, but not the normal cells. It killed all the cancer types we have tried. So it seems we are hitting on a universal feature, weakness of all cancer cells. What's up everyone? We are at IndieBio Demo Day, November 6th, 2018, in the Herbst Theater in San Francisco. We are super excited. This batch of companies is just incredible. The first person we are going to be talking to is Qian Li. He is the founder of Filtracine, which is depriving cancerous cells of their nutrients. This is very exciting stuff. Thank you for coming on to the show and talking to us. Thank you. So congratulations. You already even closed your $5 million seed round, which is incredible. Congratulations. So tell us about you first.  I always, as a biologist, I always focus on the chemical foundation of biology. If I can understand from the chemical perspective, I think that is something right. So from there, I view cancer as a fundamental chemical problem. So we want to fix it at that level. So on the chemical side of biology, yes, and then how did you latch into cancer as the one that you wanted to approach? So it is very well known. It's almost 100 years out of discovery called the Warburg effect. We all know cancer cells, in order to grow rapidly, they have to give up something. So we know that, but to me it's kind of strange. Not many people are targeting on that perspective with a real effective solution. So we started our company by just taking that perspective and figuring out our unique solution. Hopefully we will terminate the cancer once and for all. And so this is drug-free. Yeah. So how do we deprive the cancer cells of nutrients? Okay. So because the targets are nutrients, from the beginning we figured out we do not need a drug to take them away. There's already existing technology there, right? So first we just want to cut off the nutrients. So basically we do not need them. Then we want to also overcome this internal compensation. So we need a technology that helps to remove the last trace of the targeted nutrients. That is dialysis. So with our own tweak on the dialysis part, we will achieve effective and fast nutrient deprivation within weeks. So the treatment will last only a few weeks if we are successfully approved by the FDA. And that is so incredible. It's just a few-week treatment. What does it look like when the cancer cell is first being depleted of nutrients? Is that through a process like fasting? Or how do we do it drug-free? How do you do a drug-free with those treatments? Okay. So we cannot simply stop the patients. So starvation is a straightforward idea about the run. Because when you stop patients, actually the body will respond to some internal signal, whether it's from the cancer cells or from the other part of the body. But basically the body will break it down itself to nurture for those processes. So that's why often you'll see the cancer patients, they lose a significant part of their body mass. Usually a good part. Not the fats, usually muscle. Yeah. So our approach is different. Because we only take away those nutrients that are known, if you take it away, are known to be essential only for cancer cells. And which nutrients are we talking about? There is a lot, but currently we focus on amino acids. Amino acids? Yeah, that is effective enough. And do we know which amino acids are specific? Yeah, we focus. So the 20 amino acids that make up all the proteins in our body, they are divided in two groups. One group is called the essential amino acids. So essential amino acids are required by both cancer cells and the normal cells. So we do not take them away. Yes. But there's another group called the nine essential amino acids, eleven of them. So if we take away five or six of those away, it will only stop cancer cells to death, but not the normal cells. We have done this experiment, an initial experiment, while we were at Stanford. So it does not hurt the normal cells. Interesting. Okay, so about five or six non-essential amino acids. And do we deprive certain foods that make those amino acids, or how do we stop those non-essential amino acids from? So currently we are doing a formula diet. So basically the protein part of the diet is a mixture of the amino acids. We want to feed the patients, not the cancer. So that which means it does not contain all 20 amino acids, but part of those. By cut off the supply of those, we can largely take away this feeding into the patient. Then what we need is effective and fast technology, which is dialysis, to help us remove that. So the first part is you have a formulation of a diet that stops those five or six non-essential amino acids. Then the second part is the dialysis. What does the dialysis do? Okay, let's see. The first part, if you feed the patients with our formula diet, patients will survive. But the targeted nutrients, we want to take away the targeted nutrients, probably in the blood will drop down maybe let's say 20%. I'll make this up. But that 20% is still able to nurture the cancer cells. Although in a restrictive manner, but still cancer cells can grow on that. If we drop down that level to below 5%, it will kill cancer cells. And dialysis does exactly that part by removing the last trace of that from the body quickly and efficiently. How do I get hooked into dialysis and how would it take that last part out? So commonly dialysis can be performed in two ways. We call it the hemodialysis and the peritoneal dialysis. Hemodialysis is you basically exchange the nutrient composition between your dialysis fluid and the blood. So that's a quick and efficient way. And there's also peritoneal dialysis. So you basically use the body cavity in your tummy. So that is a natural dialysis membrane. So if you inject the dialysis fluid into the body cavity, that membrane will do the trick. So we exchange the nutrients across from the inside and outside. So both ways are doable for our therapy, depending on the convenience and the cost consideration for the patients. So our dialysis fluid will be supplied to support both kinds of dialysis practice. And so then the dialysis is, what is in the dialysis that makes it able to take the last part out? That's a little bit counterintuitive. So first I should explain how dialysis works. So dialysis works is working on a membrane. So that membrane has a pore size. It does not allow the large molecule to pass through. So basically in dialysis you do not expect exchange. You do not expect the loss of like say proteins or cells from the patients. It's only the small molecule stuff. Yes. Usually we call them nutrients from the body fluid. Yes. Yeah. Interesting. So then the body fluid is running out through the dialysis. And then the dialysis machine is preventing the small molecules from going back into the body. Is that right? It's through exchange. So basically say, in chemistry we call it down the gradient. So say if you make a dense sugar solution with water, glass of water, then the outcome will be less sweet. Yes. So the reason is because the sugar is moving from the more concentrated part to the less concentrated. Dialysis works that way. So what is not in our dialysis fluid is going to be drawn out from the body across the down the gradient. Say if we have a nutrient X, we want to take away from the patient. We just do not add X in our fluid. So in dialysis that X, the nutrient X will move down its chemical concentration gradient to our fluid. That causes a net flow out. Yeah. Okay. Cool. So that's clear. Yeah. So then that's how you get the last couple percentages out of the body. Exactly. And then that's only a couple weeks. That only takes a couple three or so weeks to do all of this from the form diet formula to the dialysis. And then probably a revisit to the later to check up in maybe a couple weeks to make sure it's not back. Yeah. So usually our current estimation is it takes probably just two weeks to get to that level through a combination of diet and dialysis. But then the rest time of the treatment is designed to maintain that depletion level for a period of time. So the cancer cells have a chance to die. This is brilliant. I love it. And then I want to know then what about the, you said it was at Stanford that you were running these, right? The first, were you? In vitro acids. Yes. We complete the in vitro acids. Okay. So basically we test it. We take away the nutrients from the medium. So in in vitro acids your culture cancer cells in a medium. Yes. That medium is actually in equivalent to blood. Yes, yes. In terms of like a nutrient composition. Then we just formulate our own medium. So just drop out those nutrients and test. Okay. If cancer cells can grow back. So it's from there. We know what the nutrients are needed. And it's not like a drop out of the nutrients, not only like a kill one or two cancer like I showed just now. It killed all the cancer types that we have tried. So it seems we are hitting on a universal feature weakness of all kinds of cells. And this can work across all cancers and all different organs or tissues or any, you think? I would hope so. Although we have only tested like six major types of cancer including like 18 sub types. Wow. Yeah. Now we have more. Yeah. Yeah. Wow. This is incredible. Excellent, excellent work. And that's why you're so well received on the seed round just completely filled up and now ready to go move forward. So what is the next step for you with the seed round now? Okay. Because we are drug free. We have this unique opportunity to launch at least part of our therapy as a product that we do not need the FDA approval. So make it available to the cancer patients as soon as possible. Yeah. So we estimate that we can launch something next year in nine months. Wow. Yeah. Wow. So that you can get the formulation diet out and then you can get the dial to get them plugged into the dialysis across where they live. Wow. Just like that super fast. It's awesome because the FDA and getting approval is that is a whole long process to thread tape. So the regular path is pretty clear for us now because the dialysis is commonly like practice in clinics already. Yes. So there's no issue over its safety. Yes. Actually there's no scientific reason to believe our product is not safe. I mean our dialysis fluid is not safe. Actually it's safer than the current dialysis fluid. And then the only thing would be then the formula. You'd have to figure out to make sure that the formula is. Yeah. Make it safe. So still nurturing the normal cells but starving the cancer cells. Yeah. Exactly. Yeah. So then do you end up hiring? Who do you end up hiring in the next nine months to make it happen? Yeah. We are expanding hopefully quickly. Yes. So we need expertise to like people to help us with preclinical studies basically animal studies. We need somebody to develop the food product for us. Make it like a tasty as tasty as possible. Yeah. Also we need like a manager to make the food not only on lab scale but on industry scale. Make it available to as many patients as possible. In industry scale. Yeah. And then finally we need someone to supervise our clinical trials which we will probably start doing next year. Yeah. Yeah. Wow. I love it. I love it. You have all the right pieces in it and it sounds like the next steps that you have planned are exactly what you need. I'm very grateful. Thank you for sitting down with us and teaching us about this. Thank you. Hopefully we can live in a to deprive the nutrients that cancer cells need. It's a drug free solution. It's so incredible. Great work. Thank you. Great work. Thank you so much for sitting down with us. Thanks.