Thứ Ba, 29 tháng 8, 2017

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what is up ladies and gentlemen boys and girls Zulo here back with another vid

this time we're gonna be going over the top 5 beginner tips and tricks for

absolver tip number 1 learning new moves in the beginning of the game you can

expect to start with next to nothing except your stock stats and moves an

important basic step needed to help progress is unlocking new moves to do

this you must not rush your text on an enemy but instead allow them to throw

punches and combos at you if you see this icon above their head that means

you are progressing your knowledge on that move once it reaches the end of the

circle you'll unlock that move and be allowed to use it in your combat deck an

important thing to note is that if you die bite your opponent all progress in

the move will be lost so spar until you feel like you have

learned enough from your enemy but allow yourself enough wiggle room to still be

able to finish them off

tip number two weight distribution as I said before in the beginning of the

game you will start with nothing but of course as you progress through the game

and defeat enemies you'll sometimes be rewarded with an item drop one of these

items you may receive is gear for your character if you don't come from a

background of playing Dark Souls or a game that utilizes a weight distribution

feature you must be very wary of the gear you equip for instance if you end

up decking your character out in a bunch of armor see take less damage you can

expect to attack very slowly and have very low stamina so as you go on

unlocking more equipment be sure to take that into account tip number three

predictability as I'm sure most of you have come to know absorber as a fighting

game and well frankly that's because it is when it all boils down to it it's all

about out playing your opponent some things that help you in this path are

making decks that consist of both upper and lower body shots

to prevent blocks and avoid being predictable as well as fainting or

faking which stops you from doing one move and quickly switches to another of

course if you want to be a master there is another player by the name of grey

maiden that goes in a lot more detail about applying effective pressure

reading an escaping pressure and a bunch more and as I don't want to absolutely

butcher her guide I will leave a link to it in the description for those of you

who are interested

tip number four exploring although the game may be mainly about fighting and

progressing through the story of finding out what it means to become an absorber

that doesn't mean you shouldn't also take some time to explore

after watching the public access and countless streams I can tell you that

there are things to find in the game for instance a youtuber by the name of

Justice on PC has a video where he shows you how to unlock the stagger style in

which you need to first find and defeat a mini-boss and then run to a random

door that is now unlocked due to you beating said mini boss and then beyond

that door is an NPC you talked to who becomes your mentor and then shows you

how to do the stagger style after you progress in levels through it anyways he

has a full guide on how to unlock the style and if you want to check him out

I'll leave a link in the description box down below but basically what I'm saying

is don't rush the story but instead take the time to explore and maybe just maybe

you will be rewarded tip number 5 speed isn't everything when you first start

playing observer you will quickly find out that the enemies aren't lifeless

beings for you to whale on but instead efficient matchups which can sometimes

lead to the defeat of your prospect the three things to bear in mind when in

combat are as follows one your stamina to how aggressive your enemy is and

three comboing accordingly number one stamina because you want to

have enough to both attack and have enough to escape and dodge attacks

number two you want to know how aggressive your enemy is because it will

better help you judge their flaws when attacking or being too passive number

three so long as you time your attacks you will be rewarded with faster combos

as your character flashes gold but just know that all combos can be broken so

try to stay as unpredictable as possible

and that concludes my top five beginner tips and tricks for absorber I hope

everyone enjoyed and if you did please hit the like button because it helped me

out a ton and maybe consider subscribing for a future absolver content until next

time take it easy peace

For more infomation >> Absolver Top 5 Tips For Launch [ Beginners Gameplay Guide ]- New Fighting Game From Devolver Digital - Duration: 4:32.

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How To Start A Digital Marketing Agency With No Money - Duration: 9:05.

He's welcome today's video. Make sure you visit

Podcasts for marketers dot-Com for more information over there

I have a really kick-ass course on how you can make at least a few grand a month on simple

Reoccurring revenue right and that's called freedom funnels and make sure that you like this video and subscribe

to my channel man

I'm put out videos every day

So you don't want to miss what I put up cuz I put out some pretty kick-ass content and man

I always want you guys to comment below man

I love absolutely love all the comments you guys bring. Let me know what you're thinking if you have any questions

I'm always in the comment section. I really love the community let's get into the video guys today's video is

how to make money

as

a funnel

engineer right so everybody is always talking about a social media marketing agency or a

Digital marketing Agency and what I wanted to do is give you an alternative?

now I'm also going to tell you how to do this with just writing emails and

the first thing I want you to do is understand in the mindset area of this is that any of this will work and

The next thing I want you to understand is when you're approaching people you need to approach them with

Value I know it's really hard for you guys to imagine trying to give away a ton of information

But just look how I do it on every day on YouTube

If you're thinking well guys just do do just do the stupid you know he's giving away information

Or whatever the case may be you would be wrong, right?

alright, so

The first thing I want to show you is how you can approach websites, and it's not even websites man

I see this a lot, and I'm giving you this cuz I'm not gonna do it myself right but influencers

Okay, now a lot of people

Approach these influencers right, but I'm telling you now

That if you just go look at any given

Instagram

are

any giving YouTube and

really big our

Facebook pages

Okay, now you got all these doobs that are huge that go around and instagram

And they had defines at first and they do free comedy videos or whatever they have

absolutely zero

Way to collect emails, right?

Okay, and so at the most. They're selling t-shirts

Okay

But they're not collecting emails, okay?

and this I know for sure because I have a partner mine that sells a book on dating and

He's selling through Amazon he refuses this different to collect emails cuz he's like my people don't check their email

I'm like you're a dumbass cuz they do

Rayon

and

He's really missing a lot of money right, but he's he doesn't want even change that

I'm telling you now if you just go look through these super

Facebook pages that have like six million

Fans and they're putting out these comedian dudes that are putting out these skits, right?

Just what there's one dude in particular sings his skits all he advertises is how to advertise?

He'll put up a post how to advertise on his page

right he'll put up t-shirts and

Then he'll put his shows where he's gonna show up, right?

But if you go look and even if you buy one of his t-shirts, there are no upsells

Alright, so right then and if he's not collecting emails so right there

There's value right there okay, so listen dude. I'm telling you right now that I can triple

Right your income right now

You can triple his income just by adding upsells on

his T-shirt funnel

The next thing is if he's not collecting emails

now you can 10x his income by just collecting emails and

Nurturing and selling products through emails right even even if it's for advertising

His advertising is services. So you have that people that segmented off and you're doing specials

Okay, and then you don't do that you add that to a funnel

and

How do you do a funnel an advertising well you just offer?

monthly rates

and

Package deals, right so you upsells so once they buy one ad space

You upsell them and say oh can I say about ad space for $30?

all right, you ask you you upsell them a monthly package for

You know 150

Right so they see the value

They're like art should I'm gonna do that and you're gonna get you know and add a day or something like that

This is just an example rate, so the next thing that you can do is

upsell Their t-shirt funnels or

You know you see dudes with the weed pipes or whatever they have going on right you can upsell that funnel?

I'm telling you right now right, so

Here's what happens. You know you'll see them with their profile their main profile and

What they do is, they'll have a link

Going to an entire website

it is a total waste of

Space right a total waste of a link so the people are going to this website

and they see all of their products all their information, and it's not a landing page, and they're influencers, so

They're not marketers

They're not thinking like that right so all you have to do is just approach them and just tell them flat out like again

I own you're losing money calm, right you figure that out

That's what you're losing money calm, right I own that

Eight you're losing money calm, so it's hard to forget or watch my video to go watch my video calm

I own that right so so go watch my video calm. Are you losing money calm? It's really easy

Just get yourself something memorable like that. I'll type in and just hit them you know with a video. It's a dude

You're losing money and do exactly what I'm doing here, and just show them. Hey, man listen

I say you have a link going directly to your website. I don't think you should be doing that right and then show them

Here's what I had an idea for you, right?

Go here. Here's your product right here

Here's a video of yourself, and then show them say okay, so we're gonna have a little bit of sales pitch right here

we're gonna have a buy now button right here, and

And then we're gonna go here and then we're gonna upsell them you know the product blah blah blah and this show them entire funnel

Right and show them how it can be done

and say I guarantee you that I can three three extra income and

The good thing about this is I'm not gonna charge you any money up front all I'll do is. I'll just charge you 40 percent

over

what I make on this funnel, right, so

You'll normally sell t-shirts and let's just say you normally make you know 100 bucks or whatever. That's cool

Anything you make over that 100 bucks the initial funnels right here, the initial sell at all my upsells. I'm gonna take 40%

You can't lose right?

This is an instant way and a no it's a no no lose situation for either of you

You don't lose. What are you putting up a couple of landing pages?

It's nothing right, but I'm telling you now if they're doing anything they got six million followers. They're going to get

Triple their income when you add, let's just say you had two upsells and two down sells

Okay

two upsells to down sells

It's guaranteed to triple

There are three extra income, and that's not even including if they already have an email list if they of an email list

and they're not emailing every day you'll 10x their income right the but I don't care how big it is I make money off of

500 people in segments, okay. I have 500 people in a segment of emails and I make a thousand bucks on that, so

imagine somebody with 10,000 emails coffee break

For more infomation >> How To Start A Digital Marketing Agency With No Money - Duration: 9:05.

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The History Of Digital Currencies - Part 2 - Duration: 5:39.

Hey guys and girls!

Welcome back to the history of digital currency mini-series, this is Part 2.

Just a recap into last weeks episode, we learned about David Chaum, a computer scientist and

cryptographer who introduced the idea of digital currency in a research paper he wrote in 1983

which I've added a link to it in the description below if you're interested.

Then he went onto found DigiCash in Amsterdam.

However, that filed for bankruptcy in 1998 the reason for he says was because e-commerce

hadn't been fully integrated into the internet yet.

We then went onto talking about E-Gold, which is a digital currency backed by real gold

to secure its monetary value.

However, that was shut down by the United States government (Hey Uncle Sam!) when the

platform was exploited by the underworld.

We then talked about Liberty Reserve which was again shut down by the United States government

for the same reason as E-Gold, having too much illegal activity on the platform.

And I pointed out that the biggest problem for digital currencies in the rise of E-Gold

and Liberty Reserve was the fact that it was a centralised ledger which meant it could

be shut down unlike the cryptocurrencies we have today.

We also touched on QQ coin from China and PayPal.

Alright, that's enough of an introduction.

My name is Jake Owens and this is Millionaire Mindset Hub.

Alright, lets get into it.

So, we talked about what we discussed last week in the introduction to this video.

And now, our mini-series leads us to 9 years ago in 2008, just as the financial world was

melting down around us, something beautiful shined.

A paper describing digital currencies and the foundations of a new currency appeared

by an unknown person or group who goes by the name of Satoshi Nakamoto.

Just an FYI, if you're interested in that paper I've linked to it in the description

box below.

This paper described a currency that wouldn't have a centra ledger system.

This feature would completely disable the governments ability to shut it down just like

how they did with E-Gold and Liberty Reserve.

The new currency would also be able to process transactions within 10-Minutes between accounts

which was unheard of in the central ledger system world as these same transactions would

usually take days or weeks to send money around the world.

The new currency was designed so that everyone had the same rights under the new financial

system where their account couldn't be shut down, there would be no delay in transactions

taking place and that no one could tamper with or influence the system.

This currency was made by the people for the people.

This currency also didn't incur additional fees as there was no need for a middle man

such as VISA or banks which are both known to cripple businesses in retail for their

outrageous additional fees.

So, what was the currency they envisioned?

Well, that currency is Bitcoin.

Bitcoin was conceptualised in and put together in 2008, however the currency wasn't actually

developed and didn't come out until 2009.

And after it came out in 2009, for years the currency was only talked about and used within

high level thinkers such as mathematicians and also the underworld such as hackers and

people who used Bitcoin for dark web market transactions to buy services and products

such as illegal drugs and weapons online because it is difficult to trace those transactions.

Bitcoin didn't really take off until late 2016, 8 years after Bitcoin was conceptualised

but 7 years after being built when the mass market and investors poured in.

We won't go into the details of why the currency exploded and people started to throw money

at it in this video because it's such a big topic but we're going to be going into that

within a seperate video.

If you'd like to check out the graph that shows Bitcoins explosive growth since 2016

I've put a link to it in the description below.

It's important to mention that Bitcoin does have some significant issues, such as privacy

since transactions can be traced and another issue is its high volatility of its value.

Because of these two reasons, and because people simply thought that they could do better,

people started to create their own currencies which are called alt-coins.

In 2011, the first alt-coin which was named Namecoin was created.

It's unique difference is that it was able to store data within its blockchain.

Some other alt coins which you might be familiar with is Dogecoin, Monero and Ethereum.

In fact, Vladimir Putin and the Russian government endorsed Ethereum's blockchain technology

which just shows how powerful these currencies and blockchains are becoming, not only to

high level mathematicians and hackers but to major world governments and the financial

market.

Hey guys and girls!

Thanks for watching :-)

I hope you enjoyed the episode!

If it provided you with any value, and you feel that way inclined please hit that subscribe

button and like the video

If you've got any questions or just want to reach out and say "Hi!" feel free to comment

below or PM me :D

Again, thanks a ton for watching!

I'll see you guys in the next episode

Cheers :-)

For more infomation >> The History Of Digital Currencies - Part 2 - Duration: 5:39.

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Securing a Digital Battlefield – .future podcast #1 - Duration: 23:46.

CRISTINA QUINN: It was 11:30 p.m. on a crowded flight from Vancouver to Raleigh, North Carolina.

Steven Petrow is tired, he'd been at a conference all week, and he spent most of the flight

working.

STEVEN PETROW: So as we approached Raleigh, I closed down my laptop, I read a little bit

from a book, I had a couple glasses of wine and then we landed, it was just about midnight.

I got up, I got my bag down from the overhead bin, and I was turning to start to go out

and this fellow came up to me from behind and said aren't you a journalist.

CRISTINA QUINN: The answer is yes.

Steven is a journalist who writes about digital life.

STEVEN PETROW: And I looked at him, and I thought I don't know you, I don't know

why you're asking me that question.

I decided I was going to be a little bit rude and not engage with him, and I was tired.

But then he said, "I know you were writing about Apple and the FBI."

And then I was like, "how could he know that.

There's no way he could know that."

He said "you better wait for me by the gate."

CRISTINA QUINN: Steven was totally shaken.

He's JUST spent his flight working on a story about the FBI pressuring Apple to help

it break into an alleged mass shooter's phone — this was big news about a year ago.

And now this suspicious man wants to talk to him.

Steven felt like he had no choice but to meet him after the flight…

STEVEN PETROW: I walked out and he came right up to me and then joyously, he tells me that

he hacked into the Airlines system, and had been sort of reading around people's emails

and computers to see what was interesting what he could find.

And mine was the most interesting to him.

Not only did he repeated back to me verbatim some of the emails I had sent and received,

he raised other possibilities for me.

That perhaps, what it if I had been corresponding with my doctor about sensitive medical matters

or transmitting important financial documents.

And by this point he kind of went on for a couple of minutes, everyone else from the

flight was gone and we were standing at the end of this terminal.

THEME ENTERS I'm here alone with this guy who knew my

name, he knew where I lived.

The sense of vulnerability and violation, and fear was high.

CRISTINA QUINN: It turns out, the guy who had broken into Steven's email was a hacker.

His intent wasn't malicious — he was mostly trying to teach Steven a lesson about living

and working in the Cloud.

A lesson many of us know in theory, but on a day to day basis is easy to forget: We're

all vulnerable, all the time — even a journalist who writes about tech.

Steven hasn't had any contact with the hacker since then, but that sense of vulnerability,

and that lesson he learned about the Cloud — has stuck with him.

If it can happen here — it can happen ANYWHERE, any time.

THEME UP

CRISTINA QUINN: I'm Cristina Quinn and this

is dot-future, a branded podcast from Microsoft and Gimlet Creative, about making the future happen.

Because the future doesn't just HAPPEN.

It's the result of a series of choices that we're making right now.

You can wait for the future to come to you … or you can engage with it– and get ahead

of the curve.

Welcome to dot-future.

THEME OUT CRISTINA QUINN: It's easy to feel vulnerable

to hacking, when everything is connected.

Your home thermostat, your baby monitor, your car, and if you're Vice President Dick Cheney…your

pacemaker.

SCOTT CHARNEY: When Dick Cheney was vice president they disconnected the wireless in his pacemaker…so

an adversary couldn't jump start his heart at an inappropriate moment.

CRISTINA QUINN: This is Scott Charney, a security expert at Microsoft.

We'll hear from him in a bit but the point he's making here is that if it's connected,

it can be hacked.

But this isn't just a problem for regular people … it's a problem on the world stage.

This happens a lot these days.

We saw it in May, with the "Wanna Cry attack."

And as we were putting the finishing touches on this episode — another MASSIVE ransomware

attack hit infrastructure in something like 150 countries.

Companies from the Danish shipping giant Maersk to the Russian oil conglomerate Rosneft were

affected, and the Ukrainian government was hit HARD.

Everything from banks, to the safety systems at Chernobyl, were targeted.

It drives the point home: It's more important than ever that the Cloud stays safe and secure

for all.

And that's what we're going to talk about today: New ways of waging war require new

ways of waging peace to keep the cloud safe for everyone.

CYRUS FARIVAR: When you hear about, like, the cloud, and you're like well what does

the cloud mean?

It just means the internet.

CRISTINA QUINN: This is Cyrus Farivar.

He writes for the tech website Ars Technica, and he's mostly right about the cloud.

If you're listening to this podcast on your phone — it's coming to you over the cloud.

If you stream movies, they're coming from the cloud.

If you upload your snapshots to a photo service, that's the cloud.

All of that data lives in privately owned data storage centers around the world.

All the big tech companies have them, Google, Amazon, Microsoft has one called Azure.

The cloud has a lot of advantages.

You can scale your storage so you don't have to keep buying new hard drives.

Someone with a lot more expertise than you is busy keeping your data safe.

And you access stuff remotely, and collaborate with people who aren't in the room.

Problem is, other people can also access your stuff remotely.

That's a lesson Steven Petrow learned at beginning of the show.

And it's a lesson that the entire nation of Estonia learned a decade ago.

CYRUS FARIVAR: Estonia is a tiny little country at the northeastern corner of Europe.

The entire population of Estonia is 1.3 million people.

So to put that in perspective that is the combination of the population of the cities

of San Francisco, Berkeley and Oakland, where I live.

CRISTINA QUINN: In the mid 2000s Cyrus traveled to Estonia to research a part of the book

he was working on called The Internet of Everywhere CYRUS FARIVAR: And I was surprised that this

country that is kind of obscure had somehow decided to declare internet access a human

right, in the early 2000s when wifi was still very much getting going in the US, Estonia

was adopting it all over the place.

CRISTINA QUINN: It was surprising to Cyrus — this tiny country had wifi in gas stations

and supermarkets!

Their citizens can VOTE online!

And they can do their taxes online, in about 10 minutes.

The Estonian government actually has a name for it — they call themselves E-Estonia.

So, what's going on over there?

It turns out, it's all deliberate.

Estonia is a very young nation.

Over the centuries, they've been occupied by a TON of other countries, ending with the

fall of the Soviet Union in 1991.

So now, to Estonia, being connected isn't just about convenience — it's a kind of

insurance policy for protecting the identity of their young country.

CYRUS FARIVAR: If the territory of Estonia were to be taken away, the government of Estonia,

the state of Estonia, the republic of Estonia, would live on in its data, which would reside

somewhere else.

CRISTINA QUINN: That "somewhere else" is the cloud.

Estonia hasn't always had its government backed up to the cloud.

Early on when they were still converting from Estonia to E-Estonia, the cloud didn't really

exist and that made Estonia vulnerable to an attack

— an attack that all started with a statue.

It's 2007.

The statue in question is "the Bronze Soldier of Tallinn."

It's a Soviet soldier located in a central square in Estonia's capital, Tallinn.

The statue is about 6 feet tall.

He holds his helmet and wears a cape.

He's looking solemnly down toward the ground.

And at his feet, lay the remains of a dozen Soviet soldiers.

CYRUS FARIVAR: The monument is meant to memorialize the Soviet Union soldiers who died after they

defeated the Nazis in the Baltics.

To many ethnic Russians that still live in Estonia today this is a statue it's a monument

that symbolizes their bravery and their heroism CRISTINA QUINN: But to most ethnic Estonians,

the statue was symbol of oppression.

The Soviet Union had been an occupier, and the statue was a relic of that.

And then, in late April of 2007, Estonia took the statue down.

CYRUS FARIVAR: So at about 4:30 in the morning some workers encircled the statue.

They put up a huge fence and there were a lot of people who started getting really upset

by this, and who started, shouting at the workers, things like "shame on Estonia."

And there was this large protest that devolved into something of a riot.

There were people that were smashing storefront windows — it got pretty hectic.

By the end of the night one person had been killed, there were dozens injured, hundreds

of people got arrested CRISTINA QUINN: And then almost as quickly

as it had bubbled up, the violence on the street calmed down.

But THEN something kind of WEIRD started happening — online.

First, Pro-Russian comments started showing up on Estonian government websites.

CYRUS FARIVAR: You know, at the beginning people thought of this, you know in the government,

they thought of this sort of as kind of a prank.

You know it's kind of annoying, but it's not really harmful in any real meaningful way.

CRISTINA QUINN: But within a week, it clear:

The attack was turning harmful in a very meaningful way.

CYRUS FARIVAR: And so May 1st was the day when major cyber attacks began affecting various

Estonian websites.

There were thousands upon thousands of spam emails sent to the mail server of the Estonian Parliament,

which knocked it out pretty fast.

Media websites were attacked in similar ways.

Most of the bank websites were not accessible.

CRISTINA QUINN: It was a "denial of service" attack.

Someone was sending so much nonsense traffic to the servers that hosted Estonia's government

services, that they couldn't keep up.

Banks, newspapers, government websites — were all knocked offline — even the national

emergency number couldn't withstand the attack.

And then, after a few days, it just stopped.

CRISTINA QUINN: It would be two years before anyone claimed responsibility for the attack

… a Russia-based youth organization, called Nashi, said they did it.

The Kremlin denied involvement, but the entire incident was a wake-up call for Estonia.

To help secure themselves against future attacks, Estonia moved their government data to Microsoft's

Azure cloud.

And just as they had with connectivity, they invested big in cyber defense expertise.

In the decade since this hack, Estonia's gotten really good at cyber defense.

Because, according to Cyrus Farivar: CYRUS FARIVAR: We now live in a world where nation

states can have a real effect on people's lives somewhere else

CRISTINA QUINN: Estonia was one of the first nations to be attacked this way – but what

happened to them seems almost quaint in comparison to what we face regularly today….

SCOTT CHARNEY: I mean the worst case scenario that we worry about is that critical infrastructures

are attacked and they're disabled.

CRISTINA QUINN: This is Scott Charney again.

He's part of a team that heads up security policy for Microsoft.

He says man made disasters, like a hack, are like natural disasters, but have the potential

to be even worse.

SCOTT CHARNEY: With the hurricane of course you usually know it's coming and then it

hits but then it passes and everyone does restoration. In a cyber attack it may never stop.

You know it may hit, and things may go down, and as you're trying to bring it back up,

the adversary keeps trying to bring it back down.

It's a storm that never ends.

And if you think of a world without telecommunications, air transportation, it's a pretty bleak world.

CRISTINA QUINN: A cyber war is a man made disaster.

The question is: how do you come up with rules to govern it?

How do you get all of the stakeholders to agree to what's off limits, ahead of time?

Well, there's kind of a precedent for this.

Here's Brad Smith, Microsoft's President and Chief Legal Officer, speaking at a global

security conference earlier this year.

BRAD SMITH: We need governments to take a page out of the 1949 Geneva Convention.

What we need now is a Digital Geneva Convention.

CRISTINA QUINN: A Digital Geneva Convention.

To understand what that is — and how it would help, let's go back to the analog

Geneva Convention.

ARCHIVAL TAPE

The time is 1949.

The place: The Palace of Nations, Geneva, Switzerland.

Here, 59 nations have met to create and set up an improved set of rules to provide a greater

measure of protection for prisoners of war, wounded prisoners, noncombatant military personnel

and civilians not engaged in hostilities.

Rules that have since been adopted by almost all nations of the world…

CRISTINA QUINN: What we call The Geneva Convention, came out of a series of conferences.

You know, like a convention.

But when use that term now, we're talking about a document that was ratified in 1949,

at the end of World War Two — when the world's leaders got together to talk about what the

rules of war should be.

But the idea of defining the rules of war goes back much further, according to Professor

Heidi Tworek, who writes about the history of media and technology.

HEIDI TWOREK: The first Geneva Convention was passed in 1864 and it governed how countries

should treat wounded and sick soldiers in armed combat on land battle fields.

Over the course of the late 19th and early 20th century the Geneva Convention gets updated

three times.

CRISTINA QUINN: Each of those updates was meant to address how non-combatants were treated

during warfare.

The rules changed as technology did.

Like when countries starting using aircraft to attack each other.

That warranted new rules, to govern how to limit injury to civilians in a bombing.

In its current incarnation the Geneva Convention protects:

The wounded and sick military personnel on the battlefield and at sea,

Prisoners of war

And civilians during war times.

SCOTT CHARNEY: When you think about the Geneva Convention which followed the Blitz on London

and the firebombing on Dresden, the world got together and said, "if we're going

to kill each other let's do it in a civilized way."

CRISTINA QUINN:This is Scott Charney again…

SCOTT CHARNEY: You know if you look at the history of the planet there's a lot of war

and soldiers often kill soldiers.

People try to avoid it.

But when it does erupt let's try and protect civilian populations.

CRISTINA QUINN: In the olden days you could protect civilians by not waging war in the

places where they lived and worked.

But now, where we live and work is the cloud.

And just like the skies became a new place where fighting and spying could happen, cyberspace

is a new battle ground.

Wars will happen there.

But to protect civilians, we need new rules, we need a new Digital Geneva Convention – and

there's a group of companies – including Microsoft – working to protect Internet users.

Here are some of the parameters they're working with right now:

Number one:

Recognizing that the "battlefield" -- as a discrete place that you can keep

civilians out of -- doesn't really exist on the internet.

Cyberspace is the playground, the school, the marketplace, the town hall and the economy

… and nations need to bear this in mind, when they exchange volleys on the internet.

Here's Scott Charney: SCOTT CHARNEY: The battlefield is designed,

deployed and maintained by the private sector, and the private sector is often the first

responder when there's an attack.

And so we are the battlefield.

And that's fundamentally different than the way it used to work.

CRISTINA QUINN: Number two!

A Digital Geneva Convention must be a partnership between the nations that wage war and the

private sector.

Because the private sector is made up of the companies that actually manage and protect

the infrastructure where cyber war occurs.

Both governments and private companies have a role to play, by pointing out security flaws

to one another, when they find them, so they can fix them – rather than leaving them

vulnerable to being exploited.

SCOTT CHARNEY: Microsoft has been involved in this debate for several years, and we are

urging more companies to join because we really think it is critical to promoting trust in

information technology.

CRISTINA QUINN: And finally, the third parameter they're working to establish … a Digital

Geneva Convention should be able to flex and change as easily as technology evolves.

To that end, Microsoft is calling for the creation of a group or a forum to help identify

the perpetrators of cyber attacks, as the tactics change and get more sophisticated.

Here's Microsoft President Brad Smith again from his speech at that Global Security Conference:

BRAD SMITH: We need an agency that brings together the best and the brightest in the

private sector, the best and the brightest in academia and the public sector.

We need an agency that has the international credibility not only to observe what's happening,

but to identify the attackers when nation-state attacks happen.

CRISTINA QUINN: The idea behind the forum is similar to the International Atomic Energy Agency.

That's an independent organization that helps investigate whether or not a country

has violated international rules, rather than relying on states to police themselves.

A neutral third party could help navigate the stumbling blocks that this new battlefield presents.

Like figuring out where a cyber attack really originated, here's Cyrus Farivar again.

CYRUS FARIVAR: If you're talking about you know missiles being launched from one place

to another you know we have satellites and we have lots of other ways of saying OK yeah

this was launched from this base, in this country.

It's very easy to understand that when it comes to you know who attacked who online

or who did what, it's a little bit trickier.

CRISTINA QUINN: For example, going back to our Estonia case study.

If one country had bombed another country, that would have been pretty clearly an act

of war.

But instead, the denial of service stunt — was it a hack?

Or an attack?

The answer has real world ramifications.

CYRUS FARIVAR: In Article 5 of the NATO Charter, it famously says, "an attack against one

is an attack against all.

Estonia is a member of NATO, United States is a member of NATO.

There are lots of other NATO countries in Europe.

And so what does that mean, if Estonia or the U.S. is attacked online?

Does that mean the other countries should gang up on Russia and attack Russian websites?

SCORING IN CRISTINA QUINN: When it comes to cyber warfare,

nations have a choice about HOW they respond.

But ignoring the issue isn't really an option anymore.

For better or worse, we're all in this together….according to Scott Charney.

SCOTT CHARNEY: You think about the Internet, you can think about global warming, which

you just can't solve one country at a time, because we're all connected.

We all share the same planet in the same environment, we all share the same Internet and we're

all dependent in large part on the same set of technologies.

CRISTINA QUINN: One set of rules — in a Digital Geneva Convention — is a place to start.

It's a way of getting countries and private companies around the table to begin

these conversations.

We've never done that before.

Now's the time to try.

But: In case you're sitting there thinking, "Man, this seems like it's totally out

of my hands,"….our historian and media expert from earlier, Heidi Tworek, has some

news for you.

HEIDI TWOREK: You see a lot of people who say ah there's nothing we can do we just

have to take it, and that just seems to me really a fallacious way of going about things.

Can we prevent massive cyber attacks?

I really hope so.

But let's not just pretend that there's nothing we can do about it.

CRISTINA QUINN: Like for starters, follow the instructions!

HEIDI TWOREK: Everybody has done that, where it pops up on your screen and it says "update"

and you always want to click on the button not now because you know how annoying it's

going to be.

But if you're a hospital you can't click on the "not now" button.

CRISTINA QUINN: This is one of the things that went wrong with this spring's "Wanna

Cry" ransomware attack.

Computers at the National Health Service in England were locked by the attack — and

held hostage, for ransom.

The computers were vulnerable because they hadn't been updated in ages.

But even if you're not a hospital, do the upgrade!

HEIDI TWOREK: They're actually about making sure that our computers are not vulnerable

and that our critical infrastructure is up to scratch and not subject to these sorts

of vulnerabilities as far as we can assure that.

CRISTINA QUINN: Heidi says upgrading might very well be more than just a good idea.

We should actually consider whether companies should be legally obligated to do updates

on critical infrastructure, in the same way citizens are legally obligated to take certain

precautions.

For example — HEIDI TWOREK: It's the responsibility of

every citizen within the United States to get themselves vaccinated against diseases

like Measles, because then that ensures that we don't end up having epidemics.

But if an epidemic does break out we do have the World Health Organization and we have

the CDC to deal with it.

So we have multiple stakeholders in trying to prevent epidemics and to contain health scares.

Individuals who use computers are also responsible.

They're not solely responsible but they play a role just as it is our role as a citizen

to ensure that our children are vaccinated.

CRISTINA QUINN: Everyone has a role to play.

As citizens, it's keeping our defenses up to date.

And as members of the global community — as nations — our role is to engage with each

other, to keep our Cloud safe.

A new Digital Geneva Convention might seem pie in the sky — get it, the Cloud, pie

in the sky — but it's also important.

Because we all play a part in keeping one another safe online.

Because we're all connected….on the Cloud.

CREDITS Dot-future is a co-production of Microsoft

Story Labs and Gimlet Creative.

We were produced this week by Ana Adlerstein and Katelyn Bogucki, with help from Victoria

Barner, Garrett Crowe, Frances Harlow, Nicole Wong, Abbie Ruzicka, Julia Botero and Jorge Estrada.

Creative direction from Nazanin Rafsanjani.

Production assistance from Thom Cote.

We were edited by Rachel Ward and mixed by Zac Schmidt.

Our theme song was composed by The Album Leaf.

Additional music from Eliot Lipp, Whaltho and Marmoset.

Special thanks to Tom Dannenbaum, Niki Clark, Matthew Dermot Clancy, and Ilves Sandoval

from the International Committee of the Red Cross.

Coming up next week on Dot Future, we're tackling the issue of health …

In the digital era we have access to so much data.

CHRIS DANCY: Because I keep track of a lot of sets of data about myself…what's your

heart rate..what's your respiration…what's your blood sugar?

It's very easy for me to understand where behaviors are coming from and how to adjust them.

How we turn data into meaningful information, to keep ourselves well.

That's coming up next week on dot future.

If you like dot-future, subscribe on Apple Podcasts, or wherever you get your podcasts!

And please, leave us a review to tell us why!

It really helps people find our show.

To learn more about the show, visit dot future dot net

I'm Cristina Quinn.

Thanks so much for listening!

For more infomation >> Securing a Digital Battlefield – .future podcast #1 - Duration: 23:46.

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Paid Search Horror Stories - presented at Digital Summit Portland - Duration: 20:56.

A big round of applause, talking about paid search, Donna Lagow.

Thank you guys for joining us this evening as we wrap up, especially as we're leading into the very important happy hour part.

What our session is about today is specifically focused on some of the large perils

and disastrous performance that we've seen in PPC account management.

So I'm going to be kind of pulling back the curtains on what we've seen as an agency

and hopefully you can learn from some of the lessons that we're going to be covering today

and how to not fall into those same pitfalls of money loss, really.

Before we get into that I'll tell you a little bit about me.

Again, my name is donna Lagow. I'm the Senior Account Manager at 360Partners in Austin, Texas.

We are a boutique agency. I manage clients across the PPC, SEO, and CRO vertical, and my clients actually

span across a myriad of industries, from web hosting clients to the financial services fortune 500 group,

as well as large E-com clients.

So lots of, again, pitfalls of performance to be able to pull from examples here.

Before we get started, I also want to tell you a little bit about Austin, Texas.

This is where we're from. If you guys have not been there yet, you should.

It is the queso capital of the nation.

I live there with my great Dane Cecelia. She is quite great, all 120 pounds of her.

And I really like spooky things, which aligns very well with the topic here today.

So without further ado, let's get into the good stuff, or the disastrous stuff, as I've been calling it.

We're going to be going through three of the primary storylines today.

First, how meeting our members overall was actually killing the company.

Next up, the rise of the scripts, or the rise of the machines, as I call it,

and how that strategy nearly slaughtered our ROI. And then last but not least,

three fatal errors that we see when going through paid search audits as an agency.

So: how meeting our numbers was actually killing the company.

How's it even possible? you ask.

That person wants to know.

Alignment: it's key. It's really important when you're

hearing that word it's one that we use in our in our day-to-day quite often

it's usually in reference to a goal are we aligned in terms of the reach goal

that we're aiming for are we aligned in terms of the new business shift and

product target that we're trying to meet it's pretty important to get that all

established upfront as part of our vernacular alignments really just how we

feel relative to a concept I guess so we had a client this is one of our larger

online clients as well and they are in the in the business of selling large

basically storage containers those mobile mini office things that you see

alongside railroads and when starting to have initial meetings with them and

onboarding them as a client their senior management team walks us through and

articulated their goals for us and they took us through overall what their

primary acquisition focus was again we're going to be focused on mobile

offices specifically a secondary and far less important goal for them was this

storage containers category and he said really I don't want to allocate any

spend at all whatsoever to the pods category but the money waster for us so

when looking at the account this is basically what we expected to see boot

crews of money allocated to mobile office well some spend towards storage

containers obviously as much as we can get a brand and then zeros been

allocated to the pods category just as senior management directed so what we

did was started our account analysis and really anyone can do this

we pulled long-term search query report data and basically went through and

steamed each of the queries based on the product category that it was associated

with then PivotTable and aggregated that data to get to spend number so again

this is what we would expect to find there in reality what we found was

something much different they were spending only about half of their budget

on their primary product offering that they wanted to grow much less on the

storage containers still doing about right on brand and a whopping 30 percent

on the pod category but they did not want to put any investment into it all

whatsoever a loss leader for them how could it happen

it goes back to alignment so the marketing team was given a series of

goals the goals were getting me 2500 leads I want to take them to sales I

want them to be about $40 a lead and our budget is going to be around 100k great

so when looking at the goals okay leads right on the money

bullseye our cost per lead fairly close as well I'm comfortable with that

and then our spend again right there on target so overall we're winning right

we're hitting goal I feel good about it but should I not really overall what

this strategy was doing was incentivizing performance to the actual

goal target not towards the product line and the product growth is the senior

management team wanted so what you have to do with your marketing teams is be

very very clear in your budget setting process and very clear in terms of how

they are segmented and how they're managed there should have likely been a

separate specific budget for the overall storage category itself and then you

need to align your spin with those goals as well and then make sure that you're

doing those checks again the very simple process of going through and reviewing

your query data to inform whether or not the actual business goals the company

goals that you want to hit or how you're allocating your dollars and like all

good horror stories this one has a sequel da da da

one of our marketing team again looks as if they're they're winning at

performance hitting goal just as we Illustrated but really they're killing

our new customer base how can that be happening one of the stories that comes

to mind for me is again in a new customer conversation we were talking to

the CMO about their overall performance and of course goals came up and how

they're pacing against those so immediately the conversation was we have

a 10 percent conversion rate this is a large EECOM luxury online retailer so 10

percent conversion rate and they cited an astronomical return on adspend and

our response was I am so sorry how could that be you should not have

that high of a conversion rate if you're actually a large Econ retailers it's

almost impossible so what that signal to us was in general that they were

targeting a way to small demographic and really not focused on growing the

business and scaling so what we then saw in their actual numbers was that they

were focusing heavily on their profitable brand terms and again I think

everyone here knows that that can lead you to a very quick march to demise so

overall we started to see this curve of their new customer demographic continue

to dwindle and dwindle and dwindle given that incentivized focus on that higher

ROAS target and again the lower the lower focus on new customer acquisition

in general the stat that you will hear often is for new customers it costs

about 4 to 10 times as much to actually acquire that customer it's a heavy

investment you're introducing yourself basically it's a hard sell you're going

to have to introduce yourself multiple times and it's really essential for

growth obviously the more new customers you get the more existing customers that

you retain it all makes sense right folding back to the other story in terms

of how you map back to the goal have to segment them out a lot of the

way that we manage our goals in our agency is very heavily acquisition

versus retention focused they have very specific targets in terms of the return

in terms of the conversion rates in terms of the investment across the board

in terms of the CPC's as well and you have to set up your spend allocation

accordingly overall when you're mapping back to the types of goals that we said

you're really not taking into account that greater difficulty in acquiring a

new customer and the balancing scales at that lower cost of acquisition does for

you on a current customer side so the thing that can be a threat overall to

performance is really incentivizing marketing teams without even realizing

it to preclude the new customer demographics if you have a blended Cpl

or CPA without clear and illustrated goals for each of those you're likely

going to be driving you're driving your overall performance and an efficiency

model versus a growth model how do you elude that overall again different

budgets different goals very easy and at overall investment in the new customer

drivers things like display things like - all keywords the more money that you

put there the more long-term customers are going to see on the retention side

as well and in general when you're setting up goals strategically across

the two types of customer demographics you always have to measure them and

segment in that way as well so new customer campaigns can't be evaluated on

the same standards and goals that the existing customer campaigns are I think

we've got that point down next up the rise of the scripts of the machines I

call them who doesn't love scripts we all do I'm

assuming they make our lives much easier they can scale quickly they take into

account a myriad of conversion touch points to inform the automated decisions

that they're making so you know what's wrong what's the part

it's really our brains and the fact that we're stopping using them overall when

people implement scripts oftentimes what we've seen is an over-reliance on the

technology and really the removal of those periodic checks that you do in the

manual format generally without the reliance on scripts it's so convenient

they're built right into the platform they give the illusion of management and

efficiency but again you have to be able to go through and check that how the

tools are actually performing or in line with the overall product goals that

you're setting who's really in charge that's the biggest question the thing

that you have to look to again is the manual the manual review of those

specific tools so your script and your tools are going to be as good as the

person behind them right you have to know your accounts you have to set up

your scripts in line with the overall budget goals and strategy of the company

and then you have to check them and check them often a thing that we've seen

quite often in reviewing script implementations is what I would call an

erroneous layering approach some of the scripts that I've seen and even bidding

functionality you can do things like I want to manage my bid to this target CPA

I want to also hit this average position I also want to hit this max CPC well

what happens when you continue to layer and layer what's really driving

performance how do you know it's a compounded impact really and what it

leads to over all is a heavy reliance and a removal as we call it of

performance one of our clients this is actually a recent story they had to take

their actual ad spin back in-house they were with an agency for probably four

years not being us pardon me and they decided they needed to get more

efficient with their spend so they brought it back in-house and with their

smaller team we're looking for ways to get more efficient overall as well

internally hence scripts so scripts were applied

for bid optimization scripts were applied for budget management what we

saw over time and evaluating their account because they they actually ended

up coming back to our agency and asking us to do an audit

when performance continued to decline was there were scripts that were set to

turn keywords and AD group on and off based on performance and the performance

metrics that they were allowing for in terms of those thresholds were pretty

liberal it wasn't that the rule was actually fairly sound it was that there

were no periodic checks to go back and review what had been turned off and

evaluate that for things like larger performance swings seasonality for

instance was that being taken into account things weren't being manually

turned back on so over time what we saw for them was a heavy degradation of

their actual keyword volume the keywords within their accounts that were active

as well as the keywords that were driving traffic overall and the account

continued to have less and less lead volume less traffic as you would expect

and results continuing to go down and down an ROI out the door so that was a

primary recommendation that we've put forth to them if you're going to

implement you've got to make sure that you have the people power to make sure

that the decisions that you're making are the actual right ones that again

points to the fact of doing the work I think that's really the primary message

here while scripts are great we love them we've use them judiciously it's the

quality and checks that you have to make sure you continue to interwove through

your your processes as well next I like this one I really like paid audits I'm a

geek with a spreadsheet we do paid audits generally any time we're

onboarding new business or just really trying to help out a referral in terms

of improving their performance so some of the big flaws that we see

paid search auditing are in general never doing them why in the world would

you not want to understand what's going on in your account at a very granular

level we've actually had clients say I haven't done an audit over the last year

or two peak so when you know when you're doing that you're allowing for a status

quo you're allowing performance to be the good enough phenomenon we actually

on the 360 partner side have what we call an account swap situation where we

probably every six months will rotate accounts between our account teams and

then evaluate how performance could be better again is it hitting long-term

growth goals are we efficient enough are the big things that are the money

drivers for us as effective as they can be so again it's it's an opportunity for

you to get better who doesn't want that in general the things that you're

looking for fast wins you kind of want to follow the money as well looking for

opportunities to reduce waste spend and in general an opportunity to buffer up

your strategy and your your long-term game for your account

next up the beast you really want to focus on the beast and the things that

matter really is what that's indicative of the big huge things in your account

that are the primary drivers of revenue the primary drivers have spend and the

primary drivers of orders when you're looking at those larger aggregates of

spend you're likely going to be able to get to in short the problems the areas

that are absorbing that spend and how it can be improved better focus on that not

on the little guy basically you can spend a lot of time focusing on

something that's accrued you ten dollars over the last two months in order to do

this you really need to also focus on weed leads and understanding that

they're really not all created equal what does that mean well it goes back to

being able to focus again on the things that matter we're possible you want to

be focusing on lead-to-revenue ratio your cost per sale how do those things

grow and be impacted by your overall account performance optimizations on Cpl

can lead to what we call the death spiral we've had a client who wanted to

bring their CPL down I would like to take it down 10% okay that's a fair goal

I'll take that challenge but what they weren't focusing on again was that end

to end measurement this was an online academic client and they weren't looking

actually the cost per enrollment so in general more of that lead to revenue

ratio was what they were removing from the equation so when you actually

flipped the numbers and focused on the end-to-end tracking and performance

versus only Cpl it was a different story completely and again was a heavy

impactor to their performance and how they continued to actually move up from

there next this one why is last-click still a thing

why why why I know that this is something that we talk about often but

it really can't be the last point in terms of your auditing process so what

does that mean you have to think multi-channel all the all the

attribution platforms and really even what we can find in Adwords now gives us

the ability to look beyond the last click we can evaluate things like

assisted conversions cross-device conversions anything that's contributing

overall to the myriad or numerous touch points that a customer may have before

they actually reach that culminating last click evaluating all that basically

helps you look to what's contributing at the higher funnel level and not putting

off the top of your funnel in short that's a classic error that we always

see I need to get more efficient I need to cut out 20% of spend so I'm going to

cut out everything that's over a certain level in my CPL well without looking

across the board at what else that was contributing in terms of traffic maybe

that was your second and third touch point to that conversion again you're

creating a gap in your conversion process overall and lastly you can't

preclude the website itself so we like to see what's going on

threaten performance on the PPC side we're obviously very interested in

landing page performance as well but what happens after that what happens

after they start the conversion process as they're moving through the funnel are

there opportunities to improve that is there friction that's being created that

can be taken down you can't just stop at the last click on the site either

in short you have to keep moving all the way through the full customer journey

and the experience to look for opportunities to improve the customer

path that was a big one I think that is all for the horrific stories that we've

seen on our end I'd be very curious to hear some of yours and definitely please

reach out I like hearing these types of interesting quirky stories from PPC

accounts so please get in touch with me at Donna logo at 360 partners comm would

love to hear from you

For more infomation >> Paid Search Horror Stories - presented at Digital Summit Portland - Duration: 20:56.

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Digital Skills LIVE TV : Welcome - Duration: 0:11.

Hello and welcome to digital skills with Elliott King, CEO, MintTwist.

If you are a marketing professional, manager or entrepreneur wanting to learn more about

digital marketing, you in the right place ... (Subscribe for new content)

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