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(upbeat music)

- Welcome to Episode Number 157,

Business Aviation Digital Marketing Strategies.

- Great.

- So I'm Paula Williams.

- I'm John Williams.

- And we are ABCI and ABCI's mission is

- To help all you ladies and gentlemen out there

sell more products and services in the aviation world.

- Absolutely.

So this episode is brought to you by

Our Digital Marketing Product and that's one

of our old service products where we do this for you

so if you go through this episode

and think, hmm, this is all very nice,

but it sounds like a heck of a lot of work, (John laughs)

this product is for you. - It is.

- [Paula] (laughs) Right.

There are some things that you can do

that will probably make some improvements

so this will be an episode that you're gonna enjoy,

even if you make a small improvement,

but if you wanna make a big improvement

or want us to do all the work for you,

- [John] We can do that.

- [Paula] We could do that, right?

So our digital marketing product,

we get into the weeds of all of this

and figure out what digital marketing tools

and strategies will work best

for your strategy goal and audience.

We also make sure that you're in control of it.

You're not gonna lose control of your brand

or anything else because - No.

- we have an approval management process

to make sure that you're in the driver's seat,

as much as you wanna be. - And you can do

anything you want with the stuff after we make it for you.

- Absolutely and it all becomes your intellectual property.

It's work for hire, right? - Of course.

- Okay and then we also do monthly reports

and have office hours where we go over it with you

and answer any questions you have

so you're not just throwing money over the wall

and hoping for the best, right?

- Yup. - Okay.

Okay, so we talked about this last week,

but in case this is your first episode with us, welcome,

but there are three really vital keys to a campaign.

A campaign can be thought of as a triangle

or a three legged stool.

The three elements are the list, the offer,

and the presentation.

So, most folks, I think, when they first start

getting into digital marketing,

they don't think in terms of campaigns.

They just start doing stuff. - Right.

- Right? (laughs)

So...

- And that's not not a good thing to do.

- It's what we call random acts of marketing, right.

- Once in a while, you might get lucky,

but it's not worth the cost to get lucky.

- Right, we want digital marketing

to be just as well thought out and deliberate

as any marketing effort. - Exactly.

- And any marketing effort that is worth its salt

is a campaign and any campaign that is worth its salt

has these three elements, right?

A list, an offer, and a presentation.

- Absolutely. - Okay.

So, if you have tried dabbling in (John laughs)

and a lot of us have. - Is that a technical term?

- Dabbling, yeah. (John laughs)

if you have dabbled in digital marketing

and not been satisfied with your results,

chances are... - One of these things

are missing. - one of these things

was missing or you didn't think

in terms of campaigns at all,

you were just, sort of, mucking around,

which is fine, I mean, there's nothing wrong with that,

as long as you're not using money you need

for food, clothing, shelter, running your business, right?

- Or eat our salaries. - Or paying your people.

Exactly.

Don't gamble with the payroll.

So, it's fine to experiment,

but if you are really doing marketing,

you really wanna make sure

that you're working in campaigns.

We also talked last week about strategies,

short term and long term strategies,

every healthy business has both.

Some short term strategies that are bringing money

in the door immediately and some long term streatgies

that are building future business

and in aviation, we have a long cycle,

which means things that we are doing today

will bring us money eight months from now

and we have to understand that's the nature of-

- Even after you've decided to buy an aircraft,

most of the time, you can't get it done

in less then six or eight weeks.

- Right, exactly. - It's just too much to do.

- And nobody makes decisions instantly

where aviation includes a lot

of business to business situations,

where there's a lot of people involved in the situation.

There's regulations, there's budgets,

there's approvals, there's all kinds of things

that we have to deal with that make things long term.

- Yup. - So, thing number one,

often we need to think more long term

and thing number two is we need

to have a good mix of short term and long term

so we're gonna talk about some short term

and long term digital strategies today.

- Okay. - Okay?

So first, short term digital strategies.

These are the things that work best

in the shortest amount of time

and this is often what people look to digital marketing for

because it's really good at it.

If you do it right, right?

So, Facebook targeting, social media ads.

We're gonna talk more about each of these as we go forward.

Twitter, Instagram, WhatsApp, Periscope,

god knows what all the latest thing is.

Right? (John laughs)

The latest thing the kids are using,

Pay Per Click or PPC or AdWords or whatever you call that.

- However you wanna talk about it.

- And retargeted ads so those are the things

that manage a short term return.

If you do them correctly, they're either

gonna have a pretty short term return.

They stop working the instant you stop doing them.

- [John] Or stop paying.

- Or stop paying, exactly,

but they do bring money in the door quickly

if you do them correctly. - Correct.

- Okay.

There are some long term strategies

involved with digital marketing

and these are ones that people tend

not to think of as much, - Mm-hmm.

- but they are just as powerful

or even more so. - Exactly.

- And you wanna have a good mix in your business

of short and long term strategies

so this is one of the things we talk about

when we first do a digital consultation with people

is let's make sure we've got some short term

and long term strategies in place for you.

- As much as we hate it (laughs)

Go ahead, hit the button. - Hit the button?

Okay. - As much as we hate it,

(Paula laughs) this works!

- It does.

Search engine optimization is our number one,

well search engine optimization

combined with the content that we optimized,

such as this podcast, for example,

and the way that you may have found this podcast

may have been searching for digital marketing strategies.

Right? - Yeah, I mean

this search engine optimization is painful,

tedious, pick an adjective you like.

- Why don't you tell us how you really feel?

(John laughs)

This is not your favorite thing, right?

- No!

but it's necessary . - And it does work.

- And it works. - Exactly.

Search engine optimization,

actually just talked with a very nice young lady

who is doing this for a company right now

and is so frustrated because she's working her tail off

doing things that worked six months ago

and they don't work anymore.

- Well, Google changes the way they do things.

- Exactly. - And to do

search engine optimization correctly,

you gotta be on top of those changes.

- Right and if...

Search engine optimization or if marketing

and digital marketing isn't the only hat you wear,

often you'll lose track of an update

that Google makes. (John groans)

if you don't keep going to those seminars

and keep going to those webinars

and keep reading those Google blogs,

you're gonna miss something and-

- And we missed something once and we haven't since

because we make it our business not to now.

- Right.

We do miss things occasionally,

but not for long and not- - Not for long.

- Right. - 'cause we keep reviewing.

- Exactly.

We spend probably more time and money

educating ourselves on search engine optimization

than any other topic. - Yeah, it's disgusting.

- Right. - But necessary.

- Exactly.

Another long term strategy

is building your LinkedIn audience.

Another long term strategy, Facebook Company Page audience,

which is a little bit different

than your LinkedIn Company Page

or your LinkedIn Personal Page audience,

we'll talk about some of those differences

and how not to get those confused like I just did.`

(John laughs) Right?

And founding and fostering groups.

- Hopefully you're not foundering.

- Foundering, right. (both laugh)

Founding and fostering groups on any social media,

the most common being LinkedIn and Facebook.

Right? - Yup.

- Okay, so let's go back to our short term strategies.

Right? - Yeah.

- And we're gonna talk about Facebook Targeting.

This is the Facebook Ads Manager,

which is like the coolest thing.

If we had had this... (John laughs)

ten years ago, when I was working for Well's Fargo

or Pearson or any of the other large companies

that we were working for,

we would not have been spending

tens of thousands of dollars on Gartner Data

and Nielsen Data and other kinds of things

because this puts in your hands

the kind of power that only

very large companies used to have.

- [John] This is your entrance and access to big data.

- [Paula] Exactly, so the cool thing

about this is you can choose,

you can build custom audiences,

you can choose the location they're in

down to the zip code, (John laughs)

sub zip codes even.

Or a one mile radius around your organization.

You can actually choose people in a building

so if you're at NBAA and you wanna choose people,

last year it was in the Orange County

Convention Center in Orlando.

If you only want people in that building, you can do that.

- Seriously? - I'm serious.

It's actually cool. - Yeah, it's kinda scary too.

- Very scary. - From a personal perspective.

- They may get people in the parking lot, actually.

(both laugh)

I'm mot sure how they do that

or what the mechanism is by which they do that.

- But they do it. - Exactly

and then you can choose everyone in this location

or you can choose to narrow it down further

so you may want people within a certain age rage.

Our ideal customer is 35 plus

and usually male, usually college educated.

All of those things are things that we can put in here.

We can say whether they have a military background.

We can say what languages they speak, if any,

other than English, it kinda defaults to English, of course.

- [John] Potential reach 186 million?

- [Paula] Yeah.

As I change these factors here,

that audience details is gonna change

so that 186 million, if I say women,

that will be divided in half.

- Okay, so... - Right?

- So okay, if we were live, which we're not.

This is just a slide you made.

Okay. - Exactly.

So if we were live...

There's 186 million people in the United States.

So this is choosing everybody within the United States.

Every selection I make on the left side of the screen

is gonna reduce that number.

- [John] 186 million U.S. on Facebook.

- On Facebook, right. - Okay, got it.

- Okay, I think they're all on Facebook.

- Ugh, no. - (laughs) Not you.

- Nope. - They are all, but you

on Facebook. - That's fine.

- Okay. - I'm okay with that.

- Exactly, so every choice that we make

is gonna narrow down that audience

and then, as I make these selections,

I can see whether this is a spin

that's gonna move that needle

from specific to broad and back again.

- Interesting. - Yeah, it's really cool.

Like I said, we would have paid

a ton of money for this kinda data.

- [John] Yeah.

- Okay. - And some people still do

'cause they don't understand. - Exactly.

So I can bring this audience down

to a thousand, if I wanted to,

just by making these kinds of selections,

or I can upload an audience of a hundred,

my own audience of a hundred different email addresses

and say I only wanna target this hundred people.

- See, she knows everything. - Oh man.

This is scary, right?

I can also choose other demographic information

like former military.

I can choose any number of different things.

I can choose interests so maybe they like the NBAA page.

I only want people who are on Facebook

and that have liked the NBAA Facebook page.

Most of those interests are tied

to their behavior on Facebook.

Other behaviors like how much time they spend online,

how much money they spend, how much money they spent

on their house, what kind of car they drive,

any number of things here.

- [John] Does it know what color the car is?

- [Paula] I haven't looked for that.

- [John] (laughs) I was kidding.

- [Paula] Okay.

I don't know, but it is really frightening

and it's really amazing the way that this can be used.

This is like day trading, right?

It's really easy to spend a lot of money

on Facebook Ads because you feel

like you have so much control,

but if you are not in the business

and if you're not on top of it all the time,

you could be spending a lot of money without realizing it,

on an audience that is not likely to-

- [John] Yeah, I've seen some of our Facebook bills.

(John laughs)

- [Paula] Oh yeah, we spend a ton of money on Facebook,

but it is all worth it because we have a list,

an offer, and a presentation, right?

- Precisely. - We've thought it through.

Okay, so let's talk about the other toys

that people use in the short term

and I call them toys. (John chuckles)

They're really not.

They are actually just like any other tool.

It's like using a screwdriver versus a socket wrench,

it really depends on the task that you want to accomplish.

So, the really important thing with this

is to know your audience.

So, for some of these lesser known media

like Instagram, Pinterest, Twitter, Periscope, WhatsApp,

and so on, there are small groups

of very devoted aviation aficionados

of different types on these groups.

So, if you were to look up, avgeek, which is a hashtag.

A hashtag being just the pound sign

that you use in front of a word,

making it a more searchable item

in some of the social media.

If you were to look for avgeek,

which is a phrase that means basically

somebody that gets all geeked out about aviation.

(John laughs)

Aviation aficionado, in other words.

You will find five million posts right now, 5,800,000,

and this is November of 2018 so,

if you are looking for something

that has a lot of interest, there's one.

Sometimes if you're looking for 1000 or less

people who are interested in a particular topic,

you can find that too.

So if we were to put in Mooney

or if we were to put in any particular aircraft type

or any particular airport or any number of things,

we're gonna find an audience,

we're likely to find an audience on Instagram.

- Wow. - Yeah.

And they are very visually based.

So if your product is about interiors

or catering or you have an FBO

or something else that's very visual

and very well visually displayed,

you're gonna wanna be on Instagram.

Here's something that you can do with Twitter

that is really cool and that is using hashtags for events.

A lot of people will do this so that they will find

other people that are at a particular event,

and if you're looking to grow your audience

or grow the number of people, grow your network

of people at a particular event,

you can do this a few weeks ahead of the event

and see who all's going to NBAA,

just look up that hashtag NBAA 2019 for next year

or HAI 2019 for next year and start connecting with people

and saying we're gonna be there too,

we have an interest in your company because of this.

You can send them a direct message via Twitter

and set up those appointments ahead of time

and it's a really great way to make those shows

a lot better use of your budget, right?

- Yup, absolutely. - Okay, so,

all of those tools have different tricks

that you can do with them

and depending on what your strategy is,

there's a lot of short term strategies

that you can use with them.

So, Pay Per Click,

this is another thing that's like Day Trading,

it's an addiction that we are struggling with

with some of our clients

We're helping them transfer some of the money

that they're spending on Pay Per Click

into a more long term strategy

because they're spending too much

on a short term strategy that may or may not

be appropriate depending on the season,

depending on other things. - Yeah.

Whatever you're gonna do,

if you're using Google AdWords,

you need to do significant research

on relevancy, cost, and so on,

because in some of our research,

we've seen keywords that go for $2700 per click.

- Right. - That's $2700 per click.

My god. (Paula laughs)

I can't even...

Who would do that? - Right.

You better know your numbers,

if you're spending that much. - Yeah,

you better know your numbers. - You better know

your turn rate on each of those clicks

and you'd better be making a ton of money

on every sale. - And you've gotta

have a high end product.

- Right.

And if that's all the case and you know what you're doing

then more power to you. - Right, absolutely.

- But a lot of people end up losing a lot of money

really quickly on Google AdWords because it seems so easy

and it's only five dollars a click or...

And that's a more common thing

in the aviation niches it's usually

three, four, five dollars a click

for some of these keywords, but it adds up really quickly

and you can run out your budget pretty fast

and often, there are more efficient ways to use that,

- Oh yeah. - That amount of money.

What it is good for and what we highly recommend AdWords

and Facebook targeted ads for is

things that are perishable, right.

So events, you have to get butts in seats

or your return on investment for that event goes down.

So in that case, it's worth the money

to do the advertising this way.

Empty legs, you know, you gotta sell it by a certain date

or you don't make any money on it.

- Right. - Those are

really good reasons to use Google AdWords

or Facebook targeted ads and things like that

that are the short term strategies.

So it is a very powerful tool.

It is also a very addictive tool

and it is a lot more complex than it used to be

so some folks that, I would say five years ago,

if you didn't know what you were doing,

you could spend an afternoon puttering around

in Google AdWords and probably do a pretty good job.

Nowadays, that's not necessarily the case

because it's gotten a lot more competitive

and a lot more complex. - Shoot.

you're on a $1500 monthly budget on this

and at three dollars a click,

you run through that in the first three days in the month

if you got anybody looking. - Right, exactly,

and in some cases, we've found that people

have this set wrong and they have people

going to to their home page instead of going

to a landing page or something

where they can actually buy something.

So, they're losing a lot of money

because of a wrong setting or something

that's not set up correctly. - Exactly.

- Okay, cool.

Retargeted ads, this is also a short term strategy

and this is great for recapturing interest.

We've all walked away from our computer

at one time or another and said, what was I doing?

(laughs) because we get distracted by a phone call

or the FAA walking in, and any number of things

that we need to take care of.

What retargeted ads do is they take those distracted people

and represent what they were looking at before

so these are people that have been to your website

and then they wander away for whatever reason.

- And then they see the ad show up that's on your website.

- Yeah, and then they see the ad later

when they are on The Wall Street Journal

or some other website.

This has the best ROI of any of the short term strategies,

because they are people that are already targeted,

they've already been to your website.

They are most likely to want to

do business with you to begin with, right.

So this is the way it works.

Basically, they come to your site

and they leave without buying.

And then they go off to another website of some sort

and they're gonna see a little ad

for your website off in the corner

and go, wow, that was exactly what I was looking at,

that same component

or those same issues - How did they know?

- How did they know I was looking at that?

Right, and then you click on that

and it takes them back to your website

in a very convenient way.

Right? - Yup.

- Okay, so re-targeted ads, very cool technology,

kinda creepy, but from this side

of the desk, it looks pretty cool.

- That's right and it works. - Okay.

Alright, so those are the short term strategies.

Let's talk about the long term strategies .

So, SEO, the downside of SEO is that anything you do

for search engine optimization

is going to take 90 plus days for full effect.

- Yep. - Okay.

- Which makes it even more disgusting.

- Right, but it is the longest lasting

forum of digital marketing. - Yes, it is,

and we prove that everyday. - Right.

Some of the content that we wrote in 2010

or even before that, I think 2009.

We have articles out there that are still getting hits.

- Lots of them. - Right.

So it is now 2018, so almost 10 years later

and we're still realizing benefits

from work that we did 10 years ago.

There's no other digital media

that does that for you. - No.

- Okay, this is also our number one strategy,

SEO plus Content.

So you build great content and you help people find it.

That's really all that means.

And the way that you do that is

by optimizing pages with that content on them

so that people will find them when they search Google

or some other method. - And you have to

really be careful to follow the rules to make it work.

- Exactly, right, so okay

LinkedIn network, this is a great thing

that you can do yourself.

SEO, usually you need to seek professional help.

(both laugh)

it's getting a little bit hard for individual people,

especially if that's not the only hat that they wear.

LinkedIn is something that anyone can do,

even if you only have an hour once a week

to build your LinkedIn network,

this is great for brokers, consultants,

and other people who are selling

their own personal services that are connected

with their own name and their face, right?

Real estate folks, doctors, lawyers, candlestick makers,

anyone in the aviation industry,

who is in a trust-based situation,

where they are the sales person

or they're selling services that they

themselves provide, right?

- Mm-hmm. - Okay, so what you wanna do

is you wanna optimize your profile with your keywords.

So if I look for aircraft broker in St. Louis,

guess who I find. (John laughs)

Jeremy Cox, Jetbroker Jeremy,

and he's optimized his profile

and done a really great job of showing

what he does and making sure that he gets found

by the people who are looking for what he does, right.

- [John] And if you were a member of our marketing lab,

you could talk to him and- - Mm-hmm, yeah,

he'd tell you how to do it. - And he'd tell you

how to do it. - Exactly and...

So building your network is really worth the effort

of finding people at your top 10

most wanted customer companies,

finding out who you're connected to

or who could introduce you to someone at that company.

You can do research on those companies

and find out who's in what position

or what they're hiring for.

That might give you some clues as to

what kind of software or hardware they need

or maybe what kind of airplanes

they might be looking for, you know?

- Mm-hmm - So that's...

There's a lot of information you can get on LinkedIn

and this is something that you can do

without any programming skill or without any

- Right. - technical ability, really.

LinkedIn is something you can get really good at.

Most of LinkedIn is done with your personal profile.

A lot of people also set up company pages

and we do advise that you do that,

but a lot of people will spend most of their time

on those personal pages because

that's really the way that - and LinkedIn.

- LinkedIn was built, exactly.

Facebook is a little bit different.

People on Facebook usually use their personal profiles

for pictures of their food and pictures of their grandkids

and pictures of their dogs and pictures of their babies,

which is wonderful. - And their cats.

- [Paula] (laughs) And their cats, right

which is great.

Most people don't do a whole lot of business

via a personal profile on Facebook.

That's just kind of the culture that's evolved there.

There is some crossover.

A lot of our clients are also friends

and I'm connected to their personal profiles on Facebook

and I will like their dogs, when I see them,

and I will like their babies

and their grandchildren and other things,

so there is a lot of crossover there, but,

and sometimes I will put a, you know,

like our road trip that we took

through the South on our way to NBAA last year,

I put them on, I shared that on my personal profile

because my mom wants to know where we've been

and what we've been doing. (John laughs)

So that is kind of personal

and there is some crossover there,

but company pages are really

where people expect to see marketing

and they have a much higher tolerance

for ads and other things.

One thing we really like to do

with those ads on Facebook is to make them funny

or to make them interesting or to make them short.

So any of those things that you can do

will increase the number of people

that click on those ads and things like that.

So Facebook Company Page, you can advertise

the heck out of your company on a Facebook Company Page.

Probably don't wanna do that on your personal profile

(John laughs) if you wanna have any friends

by the end of the year, right?

Okay, groups.

There are lots of groups on social media,

which I think are wonderful.

We've met people that we never would've run across

because they are interested in a particular thing

that we happen to be interested in

and sometimes that's SEO nerdy, crazy stuff.

Sometimes that's other hobbies that we're involved in.

Sometimes those are professional.

These are best for customer retention.

So there are Harley Owners groups,

there are Mooney groups, there are flight attendant groups,

there are pilot, 8320 pilot groups,

pilots in Europe, pilots in the U.S., pilots everywhere,

female pilots, there's a lot of groups

for female pilots where they talk

about hotels you shouldn't stay at and sunscreen

that you shouldn't wear. - Never wear.

- [Paula] (laughs) Exactly,

as a female pilot, things like that.

So what these groups are for really

is for customer retention, finding prospects,

and other things like that.

So this is a group that we host,

Aviation Sales and Marketing Leaders

and this is a really fun little group.

I have not been as involved with this lately

as I should have been because we've been really busy.

There's 619 members in this group,

we started it a couple of years ago,

and you can see that people will share things

like tools to monitor ORM, things like that

that are of interest to sales and marketing people

and people do comment and it's a great way to,

if you are the owner of a group,

you can also send announcements,

which actually sends an email

to all the members of the group.

Don't abuse the privilege, bu...

We try to keep things on this group fairly agnostic

so we may share our podcasts on it,

but we don't usually do direct product pitches,

but there are product pitches in our podcast.

- Exactly. - So,

one step removed from a direct pitch

is kinda the way we go with that.

So, those are some concepts and some strategies

that you need to consider if you're

looking into digital marketing.

The main thing is you wanna make sure

that there is a strategy

and that you are thinking in terms of campaigns

and not just doing random acts of marketing, right?

- Exactly. - Okay.

For more information, there is a

Digital Marketing Glossary on our website

and if you look up Digital Marketing Glossary

for Aviation on Google, you will find it.

It's probably the only one there is

for Digital Aviation Marketing Glossary,

those four words in pretty much any order.

(John laughs)

But that's the thing that you can download

and look at some of those terms,

whether you're working with us

or if you're trying some things on your own

or whatever you're doing, it really helps

to have some of those terms defined

in a non... - Threatening manner.

- Yeah. (both laugh)

Or at least non-partisan manner

because there are companies that

will push one strategy over another.

We're pretty agnostic about

any particular digital marketing tool.

We just wanna get the right tool for the job.

- Exactly, we test everything we can

before we recommend it. - Yeah,

and we wanna make sure you got a really good balance

of short term and long term strategies, as we go forward.

So, once again, this episode is brought to you

by Our Digital Marketing Product

so if you would like some help (laughs)

you may wanna do that with us for,

we have a minimum six month commmitment with that,

but you know, six months with us,

you may decide that you find out a lot of things

that you didn't know and,

or make that a whole lot more effective

than it used to be.

So, that also comes with our Marketing Lab.

Everybody who's involved with our

digital marketing service also gets

our Marketing Lab free, right?

- Yeah. - Okay.

If you'd like to talk with us

about any particular digital marketing situation,

strategy, frustration, tangled mess (laughs)

of AdWords, whatever you wanna talk about,

we do 30 minute free consultations

so just click that button on our website

and we would be happy to help untangle

the nightmare for you. - Exactly.

- Right or hopefully, talk about it

before it becomes a nightmare.

That would be better. - That would be much better.

- Right.

Have a great week.

See you next time. - See you next time.

(upbeat music)

For more infomation >> Aviation Digital Marketing Strategies That Get Results! - Duration: 31:00.

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Digital Ad Fraud Operation Shuts Down by FBI | Comodo News - Duration: 0:49.

Google and the FBI played a key role in the shutdown of a sophisticated digital ad fraud

scheme that has said to have been happening since 2014.

This involved over 1.7 million computers that were infected and used to generate fake clicks that in turn

defrauded advertisers.

The online campaign was called 3ve and earned well over 30 million dollars in profit.

The US Department of Justice indicted 8 people around the globe.

3ve operated by creating their own botnets and fake websites and visitors, while selling

fraudulent ad inventory and using proxies to hide IP Addresses.

This all generated fake clicks that ultimately generated a large revenue.

Make sure to subscribe below and follow us on social media @ Comodo Cybersecurity for

the latest in cybersecurity news!

For more infomation >> Digital Ad Fraud Operation Shuts Down by FBI | Comodo News - Duration: 0:49.

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Edición Digital Houston 11/30/18 - Duration: 30:39.

For more infomation >> Edición Digital Houston 11/30/18 - Duration: 30:39.

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Virginia: The Digital Dominion - Duration: 2:47.

Narrator: Welcome to Virginia.

The Digital Dominion.

Virginians have always have been explorers, revolutionaries, innovators.

And our next generation continues to explore and innovate, solving

human problems using the power of computer science.

Come take a trip with us around the Commonwealth: Explore and learn about

Virginia's amazing contributions to Science, Technology, Engineering and

Math that drive our future.

In Hampton Roads and the Eastern Shore, our nation's first explorers arrived

more than 400 years ago.

At NASA's Langley Research Center - with the help

of a few Hidden Figures - Virginia launched America's pioneering space

program.

And today, computer science helps drive the next innovations in

aerospace at Langley and at Wallops Island Flight Facility.

Narrator:.

The Internet began for most Americans with Northern Virginia-

based AOL.

Today the region is home to Google, Amazon Web Services, Apple,

Oracle, Micron and many other high-tech companies that make it the "bullseye

of the Internet."

Narrator: How does the driverless car cross the road?

At Virginia Tech's cyber explorers are navigating Smart Roads

to help answer that question.

Virginia is for unmanned systems.

Narrator: In Southwest Virginia coal and agriculture fuel our Commonwealth

and our world.

Computer science now drives our combines.

Computer science meets climate science and biology, sowing

the seeds of the future of farming.

Narrator: Our dynamic Digital Dominion truly is the crossroads of computer

science.

And in 2016, Virginia's lawmakers came to Richmond and together

recognized that our state, with its highest density of computer science jobs in

the country, is the nation's backbone for future STEM innovation.

Virginia became the first state to mandate computer

science as an essential literacy for all children - kindergarten to graduation.

In our Digital Dominion visitors come to see the achievements of yesterday

and today.

Tomorrow's explorers, discoverers, innovators and creators will

have the tools and the knowhow to lead Virginia into our next 400 years.

Computer Science across this great Commonwealth is Computer Science for

All.

For more infomation >> Virginia: The Digital Dominion - Duration: 2:47.

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Performance digital index, measure the performance of digital tools - Duration: 2:10.

The evolution of the business model and of the way of doing business with the advent

of the digital instrument since the early 2000s has generated the need

to develop new metrics able to identify performance indicators in the digital instrument.

Starting from this need we have built a platform able to identify those

that are the main metrics able to define the effectiveness and efficiency of digital campaigns,

two of the main tools that allow us to identify the performances in the digital world

are the PAR (Purchase Average Ratio) and the BAR (Brand Advocacy Ratio)

the PAR allows us to identify the purchase rate that is the number of people

who have made a purchase in relation to the number of people who know our brand

then gives us a vision clear of what are the conversions

of our visibility then of our awareness.

The BAR instead offers a clear measurement of the number of people and users in which

it has developed the phenomenon of advocacy compared to the number of users who know

the brand, in this way we have a clear indicator that allows us to assess how

much our communication has been able to involve our public, and therefore our

target audience.

Shareholders and companies use ROE (Return of Equity) as an indicator of the return on their investments

while PAR and BAR make it possible to measure the return on investments

and therefore visibility into user involvement, PAR and BAR

are therefore two indicators that allow you to accurately and accurately evaluate

the performance of your digital investment.

For more infomation >> Performance digital index, measure the performance of digital tools - Duration: 2:10.

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What Is Making Tax Digital? - Duration: 6:00.

For more infomation >> What Is Making Tax Digital? - Duration: 6:00.

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Casio G-SHOCK Black & Gold Analog Digital GA710B-1A9 | Top 10 Things Watch Review - Duration: 4:35.

For more infomation >> Casio G-SHOCK Black & Gold Analog Digital GA710B-1A9 | Top 10 Things Watch Review - Duration: 4:35.

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The Truth About Vinyl - Vinyl vs. Digital - Duration: 14:10.

The humble disc record is not often properly recognized for the impact its development

had on the modern world.

On the face of it, these records are just consumer products that allow music to be sold

to the masses, a concept that itself only reached the mass market about 100 years ago.

The truth is the impact of this technology goes way beyond consumption of pop music.

In some way, the record's closest comparison is the printing press.

The printing press is often considered one of the most important inventions in history

due to its ability to quickly and accurately reproduce ideas in written word; which in

turn, greatly accelerated the transfer and exchange of knowledge.

The ability to press audio to record so that it can be reproduced in scale did the exact

same thing for audio.

It functioned as a vector for cultural exchange and the revolution in recording technology

ushered in by electronic and audio engineers that developed the technology is the foundation

upon which modern communication systems stand upon.

Of course, these days most of the music we consume is digital.

The internet has changed not only the way we consume music, but also the amount of music

[1] and the music itself [2].

Curiously while this is happening vinyl is seeing a year on year increase in sales [3,4].

Even more curious is the fact that half of the people who buy an album on vinyl stream

it first [4] It remains a point of contention whether analog formats, such as vinyl, are

actually superior to their modern day digital counterparts.

Is vinyl's resurgence just consumers seeing yesteryear's technology through rose tinted

glasses, a yearning for a physical connection to their music or does the music really sound

better on vinyl?

To understand the differences between these two we need to first understand the commonalities.

No matter which format is used, analog or digital, both require audio data to be created

by a recording device.

The simplest of these would be the microphone which turns air pressure (sound) into a either

a digital or analog signal, which can then be replayed as an electrical analog signal.

This process was first put into use in 1877 by Thomas Edison.

While working on the telephone, Edison decided that it may also be worth investigating if

sound could be recorded for later reproduction.

Edison designed a rotatable cylinder disc wrapped in thin foil which was turned by a

hand crank.

Attached to the disc was a needle, which in turn was attached to a mouthpiece which adjusted

the pressure of needle on the disc.

Edison talked into mouthpiece while turning the hand crank at a constant rate and as predicted,

the pressure of the soundwaves imprinted a proportional indentation which was analogous

to the sound his voice created.

When he finished recording, he returned the needle to the start.

The indentations which were caused by his voice could now be played back by rotating

the cylinder.

Playback of audio while showing phonograph working….

This invention, the phonograph, was the first example of playable recorded sound and for

all intents and purposes the vinyl record is essentially an iteration of this technology.

The first vinyl recorded was pressed in 1948 by Columbia - specifically, it was this recording

on 12 inch:

- Record plays - Mendelssohn's Concerto in E Minor by Nathan

Milstein on the violin with the New York Philharmonic

Vinyl records work on the same basic principle as Edison's phonograph.

A 3d representation of a soundwave is physically pressed on to a vinyl record.

An impression is first created by a cutting head.

The cutting head creates an impression that is a direct analog of the soundwave.

This process creates a master that will go to create a stamper that moulds each record.

When a record is played the frequency of the wave that you will hear will depend on how

stretched out the wave is on the media and the volume will depend on the size or amplitude

of the wave.

This audio information will be pressed on to vinyl in one of 3 fashions:

via horizontal modulation Vertical modulation

OR via a compromise modulation of 45 degrees Horizontal modulation is always preferable

over vertical modulation.

This is because vertical modulation leads to more distortion and allows for less amplitude

due to an inability for the stylus to track the groove and also a propensity for the needle

to bound off the wave if the amplitude is too high.

But if we run with only horizontal modulation we can only play audio in mono and we don't

have stereo separation of sound.

Accordingly, we use a compromise modulation of 45 degree in order to allow for separation

of audio from mono to stereo.

As the stylus follows the groove, it moves a magnet wrapped in a small coil of copper

wire, this causes an electric current that corresponds to the groove on the vinyl, which

in turn corresponds to the physical sound waves that were originally recorded.

The electric current can now cause a physical movement of the speakers which will reproduce

that sound pretty faithfully.

Some vinyl enthusiasts argue that this smooth continuous reproduction of sound from analog

to analog is more faithful than digital music Part of this argument stems from the difference

in how digital music is reproduced - high quality digital audio data is typically sampled

44,100 times per second and this data is recorded in binary format.

Close inspection of the wave function produced from binary code shows that rather than the

audio data being smooth and constant like real life, the audio data is jagged and technically

non-continuous.

Because there is an infinite amount of data between each second of audio, we have to sample

the audio in regular intervals to minimise the size of our digital file.

Comparing this to the smooth continuous waveform that is imprinted in vinyl you would think

this might cause some loss in information.

Whether there is loss of information or not depends on whether the 44,000 sample rate

is high enough to be functionally the same.

An answer to this was proposed in 1928 in a

pivotal paper published by Swedish American electronic engineer Harry Nyquist [5], and

was subsequently proven by Claude Shannon in 1949 [6].

They simply found that to recreate a frequency we only need to sample each individual wave

at least twice.

If not, the frequency will be digitized with a lower frequency.

The maximum perceivable frequency a human ear can detect is 20,000 Hz, and so digital

recordings with a sampling rate of 44,000 Hz can capture even the highest frequency

possible, thus the sound produced by a speaker using digital audio is effectively the same

sound as analog recordings.

In this case, the argument that analog recordings are more "faithful" does not meet the

scrutiny of science and in theory digital and analog music recordings should sound functionally

the same if played on the same equipment.

The argument does not end here though, there are some constraints to how sound can be recorded

on vinyl.

Interestingly, these constraints largely explain both vinyl enthusiasts preference for the

media and also why some might argue that digital recordings are a superior format for storing

audio.

The major constraint that impacts vinyl is simply its limit in data storage.

This is simple to understand - A 12 inch record can only hold so much information in the format

we've described.

Each rotation of the record takes 1.8 seconds.

The next question is how many times each 12 inch can record rotate.

Two things affect this, the frequencies found in bass notes require the groove of the record

to swing out wider, just as the speaker also thumbs out wider when it plays base.

Waves of higher amplitude that produce louder sound also require wider grooves.

This means that both low frequency sounds and loud sounds both eat up valuable vinyl

real estate.

This in turn means that if you're record has bass or is loud, like most contemporary

music, there's not going to be a whole lot of space on the record for your songs.

The net impact of this is that there is a volume and time constraint on vinyl record

that does not apply to digital music, which has huge ramifications for how we listen to

music, and how music is created and mastered.

Vinyl's limitations do not end here.

If the frequency is low and the amplitude too high (loud), the stylus can become prone

to bounding off of the wave due to path the stylus has to take up the wave at speed.

This can cause the record to bounce around and skip if not accounted for.

Accordingly, bass needs to be center panned in the mix and a specific mix has to applied

to music recorded to vinyl to stop this from happening.

High frequency sounds also need to be taking into consideration while cutting a vinyl record.

The issue is commonly referred to as the "Sibilance Issue".

Sibilance is that unpleasant hissing sound associated with s sounds and other high frequencies,

that anyone who has watched my older videos will be painfully aware of.

High frequency waves cause two fundamental problems in vinyl.

High frequency sounds mean the waves are very tight together, the stylus has to surf these

waves and turn extremely tight corners.

When the curvature of the groove becomes tighter than the tip radius of the stylus, the stylus

will begin to plow through the groove and you will end up with distortion.

On top of this, extremely high frequency waves can lead to the cutting head that cuts the

record to overheat.

This is simply a matter of the cutting head having to take a longer path and having to

do more work to cut these waves.

The overheating can lead to inaccuracy in the cutting process and in turn to noise and

distortion on the final record.

To counteract the negative effects that extreme low end and high end frequencies have on vinyl,

a group of American engineers developed what became to be known as the Recording Industry

Association of America (RIAA) curve in the 40s and 50s [7].

The RIAA is a equalization scheme that is applied to the sound before the master lacquer

is cut.

In essence, this curve reduces bass content and boosts treble in the record.

Without this curve, low frequencies take up so much space that each 12 inch LP would only

allow for 5 minutes of music.

In addition, boosting the treble hugely lowers the surface noise that vinyl can produce due

to the path the stylus takes.

This is also why a turntable requires a special phono preamp – in addition to amplifying

the tiny voltage created by the turntable's cartridge, the preamp applies the inverse

of the RIAA curve, perfectly restoring the music's natural balance and minimizing the

size constraints that are intrinsically linked to the nature of the media.

So we've painted a complicated and grim picture for vinyl as a storage media.

The actual truth here is that there is no functional difference in audio quality between

digital and analog formats...and studies show that the human ear and brain is not sufficiently

equipped to distinguish the difference between sound produced from analog signals when compared

to a digital counterpart [8].

At the very least, this is enough to debunk the notion that digital music formats are

a lesser quality format than analog formats.

An important question to ask here is why are people, that understand these concepts, still

drawn to vinyl?

There's a number of simple answers to this question:

Part of it is the nostalgia factor - people have positive personal associations with the

vinyl format from their youth and these associations invoke an emotional state that induces a sense

of comfort [9]; and although there are no discernible differences in theoretical audio

quality, vinyl does have a specific sound that is imparted due to the mastering process.

Mastering is the process by which the final song is mixed for the final device it will

be stored on.

Over the past 36 years, due to the removal of the physical limitations of vinyl media

and the spread of digitized music, songs have become increasingly louder and increasingly

more compressed [10].

In essence, this means that the sound wave becomes compressed, forcing the quieter parts

of a song to become relatively louder and the louder parts relatively quieter, the net

effect being a louder, noisier song.

As a result of this trend a vast majority of commercial music releases have been subject

to a somewhat arbitrary loudness war that has forced them to increase loudness to keep

pace.

It has also resulted in increased use of compression of the music which some would argue has result

in a loss of detail and nuance in the final sound.

This development has been criticized by a number of prominent audio engineers [11] and

is part of the attraction towards vinyl.

Some people prefer vinyl for this reason, music properly mastered for the medium is

to a certain degree immune to the effects of the music loudness wars and in some cases,

this can mean that the more nuanced parts of the song are easier to pick out for a trained

ear.

Really though, given that this same information can be recorded on a digital format and replayed

exactly the same, the answer to this question is that digital and analog formats are functionally

the same in the quality of sound produced and any preference for one media or the other,

is really just that, a preference.

The longevity and iconic status of the vinyl record as a music format cannot be ignored

though.

Despite the shortcomings we've described, it is an incredibly durable and elegantly

simple medium.

This is probably best exemplified in the golden plated record sent on the Voyager 1 In September

of 1977.

It's hard to believe but 12 billion miles away from here this record is floating through

space.

It's cover contains simple instructions for playback based on certain universal constants

and the record itself contains a high resolution snapshot of 200,000 years of human culture.

Unless the Voyager 1 suffers a direct impact or encounter heat that may melt the record,

this record in theory, should out survive even our species.

Just as the technology for storing music has advanced the technology mixing and mastering

music has, it has never been easier to get into music production, thanks to programs

like FL Studio and Ableton which give you a virtual production room with all the tools

you need to create a song of your own.

There has never been more information available to learn how to use them either.

With introductory classes like this on Skillshare for FL Studio and Ableton, and many more classes

to teach you the nitty gritty of music production like this one from Grammy nominated DJ Young

Guru.

These days you can teach yourself pretty much any skill online and Skillshare is a fantastic

place to do it.

With professional and understandable classes, that follow a clear learning curve, you can

dive in and start learning how to do the work you love.

A Premium Membership begins around $10 a month for unlimited access to all courses, but the

first 1000 people to sign up with this link will get their first 2 months for free.

As usual thanks for watching and thank you to all my Patreon supporters.

If you would like to see more from me, the links to my twitter, facebook, discord server,

subreddit and instagram pages are below.

For more infomation >> The Truth About Vinyl - Vinyl vs. Digital - Duration: 14:10.

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Welcome to Digital Fineprint - Duration: 2:11.

Hi, I'm Erik Abrahamsson founder and CEO of Digital Fineprint.

And today we're going to show you what it's like to work in our office here at the DFP.

Here in London we are right next to London Bridge

and located just between Borough Market and Flat Iron Square.

Our office is based inside of the Metal Box Factory

It's a big co-office location with companies such as Moonpig, Firefox and us DFP.

Inside the building we have some cool facilities like:

ping pong tables, shared work-spaces, indoor football and many other cool things.

Our team has been growing really quickly

We started two years ago with just two people in a basement now, we're coming up on 20.

We're growing fast and we need the right people to keep helping our mission.

Our mission is to protect every small business in the UK from under-insurance

Our partners are leading insurance companies and brokers such as Hiscox and QBE.

Who use the groundbreaking technology that we develop to help their customers.

Our technology is based on machine learning and open data analytics

We look at review data, social data government data, websites, a lot of different unstructured data sources

in order to figure out insights about small businesses.

We won prices such as Best FinTech in the UK, twice

Best InsurTech and we even got named TiE50

for being one of the 50 fastest growing companies in the world.

Here at DFP we have a very outspoken company culture.

We believe in transparency

We believe in innovation

and making sure that people are equipped to succeed in their job.

We hope you enjoyed watching this video and thank you so much for taking the time to be going through it.

If you are in the background of data science, or software engineering, or insurance,

we'd love to hear from you, because we always need more talent join our team

We're rapidly expanding and if you go to our website: www.digitalfineprint.com and check out the jobs and careers section,

you can see the specific roles that we are hiring for right now.

Thank you so much for watching and we hope to hear from you soon!

For more infomation >> Welcome to Digital Fineprint - Duration: 2:11.

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Certificado Digital: 10 curiosidades - Duration: 2:38.

For more infomation >> Certificado Digital: 10 curiosidades - Duration: 2:38.

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Why we serve | Noreen Hecmanczuk | The U.S. Digital Service - Duration: 3:34.

It was my uncle Mike who really encouraged me to pursue public service.

He came from a family of eleven children.

He and his six brothers all served in World War II and thankfully they all made it back

home.

So never having been far from his small Pennsylvania town uncle Mike crossed the English channel

in September of 1944 and he landed in Normandy.

That was three months after the D-Day invasion.

He was only eighteen and he was the youngest member of the Army's second armored division.

From France he moved on to Belgium and he took part in one of the deadliest battles

of World War II, the Battle of the Bulge.

From the earliest of times I can remember my uncle Mike telling me about his time in

the war.

The older I get the more details he'd share.

Several years ago I was lucky enough to travel with uncle Mike and my family to Europe to

retrace his steps during the war.

In the early morning hours of June sixth, we stood together on Omaha beach to reflect

and remember.

It really was a moment I will never forget.

Then we made our way to Belgium and he was able to tell me his story in the place where

it all happened.

He pointed to a church where a German tank had been hiding.

I stood in the spot where that tank hit his tank and I shed a tear when he talked about

losing his best friend in that battle.

That was also a moment I will never forget.

Uncle Mike was an everyday American but through his service, he made an extraordinary impact.

That trip changed my life.

I realize that we're all called to serve in different ways and when we say yes, great

things can happen.

I'm proud to say at USDS great things are happening.

Everyday Americans are saying yes.

They're joining us and they're building a twenty first century government through

technology and design.

This Veterans Day the work is even more meaningful to me.

We're building partnerships across the Department of Veterans Affairs and we're working side

by side with our Veterans to give them a twenty first century online experience to access

their health benefits and services.

It's an experience that they've been waiting for for a very long time.

And this is what I love about USDS.

We go where the work is.

We find the truth and we tell the truth.

We partner with agencies and we work across silos.

We design with users and you know what it's working.

We're making an impact for millions of Americans like my uncle Mike and we're showing our colleagues

in government that it's possible.

So if you're passionate about harnessing the power of technology and using your unique

skills and you want to do something extraordinary, consider a tour of duty with the U.S. Digital

Service.

And my uncle Mike.

He's doing great.

He's 93 and if he were standing here with me today, what would he tell you to do?

Two things.

He would tell you you will never regret jumping in to serve your country because after all,

if not you, then who?

For more infomation >> Why we serve | Noreen Hecmanczuk | The U.S. Digital Service - Duration: 3:34.

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TRENDET Why you'll save time and money with digital implantology Dr Alan Jurim 1 - Duration: 2:02.

Nosotros a menudo en la oficina y en el laboratorio

vemos casos en donde el implanté no fue puesto

de la mejor manera para restablecer la posición

lo que en término significa que cuando estemos listos para

restaurar este implante tendríamos que

cambiar los componentes que se deben usar

hay que usar componentes más costosos

como también se aumenta la complejidad del aspecto de la restauración del caso

La ventaja del implant studio es que podemos identificar

y virtualmente aplicar el implante

basado en cual va a ser la más fácil y eficiente restauración en el flujo de trabajo

La tecnología proporcionada por 3SHAPE

realmente nos ayuda manejar la ganancia aumentando la precisión

y reduciendo la cantidad de prototipos

el cual agiliza todo el proceso en el flujo de trabajo

Esta tecnología te permite hacer en un estilo completamente diferente en la odontología

ese tipo de odontología es emocionante, es mejor. es ahí donde realmente vas a aumentar tu rentabilidad.

For more infomation >> TRENDET Why you'll save time and money with digital implantology Dr Alan Jurim 1 - Duration: 2:02.

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Digital PR vs. Traditional PR - Duration: 13:22.

- In this video I'm going to talk about

the differences in digital PR versus traditional PR.

It's easy to get confused when you hear digital PR

mentioned in the context of the topic

of public relations in general,

so in this short video, I'm going to cover

a few key points about what digital PR is and isn't

and how it differs from what I would call traditional PR.

So how does digital PR differ from traditional PR?

Well, historically, traditional PR has been deadline driven.

It's focused on media relations outreach

based on the speed of getting a pitch

or news release out quickly,

and beating the competition to the pitch, angle or story.

Traditional PR is often marked by a focus

on cold-call pitching to editors and writers

and this is known as media relations

and with this element of fast paced pitching

driving the process.

Digital PR also recognizes the need for speed.

That requirement that news and new product information

get into the market as quickly as possible

to maintain relevance,

but a major difference between digital PR

and traditional PR is concept of velocity versus speed.

And we all know what speed is when it comes to

marketing communications.

It's the rate at which a pitch or press release

is able to be distributed.

Velocity also incorporates the concept of speed

but with the added component of direction.

Velocity is defined as speed in a particular direction

and this is the major difference

in digital PR versus traditional PR.

Digital PR uses digital tools and services

to identify the optimal places for outreach,

the direction to go, if you will,

as opposed to relying on guesses or perceptions

on which direction to go with a pitch.

Traditional PR is the style of PR

that has been practiced for decades

and typically with a traditional PR approach,

a press release announcement is drafted.

This press release then gets distributed

in one of two primary ways or both in some cases.

The first is via the newswire.

Newswire services have been around

since the days of newsrooms and editors,

getting relevant information sent directly to them

via a discreet stream known as the newswire.

Services such as BusinessWire,

PR Newswire, Marketwire and others

have cropped up over the years to offer a way

to distribute news.

With a newswire, you pay to have your press release

uploaded and traditionally, that press release

would be distributed via FE to an editor.

If the editor or reporter deemed it relevant,

it might get picked up and run as news.

As the Internet became known as a more robust

broadcast medium, the newswire gained popularity

because the feed was also distributed

directly to mainstream news outlets

and this content repurposed in news sections

on the online sites.

So for instance, if your press release

was placed on the newswire,

it might also appear in the online version

of USA Today or The New York Times or something like that.

The benefit of this directed news source

distribution approach was short lived, however.

A few years ago, Google decided that news releases

distributed via the newswire and picked up

by outlets via the Internet were no longer

deemed credible news sources,

so Google's new Hummingbird algorithm

no longer indexed news via the newswire

and almost overnight, the benefits of the news releases

being picked up online disappeared.

Even though the newswire's primary benefit

as a digital distribution medium dropped,

with the indexible nature of news releases.

Newswire services had a business model to maintain

so costs for the newswire remain high,

while the value dropped significantly,

since visibility dropped significantly.

Even though the value of the newswire has diminished,

many companies still resort to the newswire

as part of their PR efforts due to a lack of understanding

how to get best news out.

So for many of the uses of the newswire

falls into the category of, it just feels like

I'm doing something to help promote my brand,

so they continue it, but the reality is

there's just very little value in the newswire these days.

The second way press releases are distributed

in a traditional approach is via blast email.

And much like the newswire, this is a shotgun style approach

that in theory puts the press release

in front of a lot of potential influencers.

The problem with this approach is that there is

a lot of waste in terms of recipients

who either have no interest in their release

or ignore the email all together

because of the blast distribution approach.

Typically, these blast emails are sent to

legacy internal PR lists, kept in Excel

or spreadsheet databases and the reality is

that with the turnover in the media

at an all time high today,

these lists become out of date very, very quickly,

so much of this distribution effort is wasted also.

With regards to results and results measurement,

traditional PR placements have typically been quantified

by what's known as outputs.

This is essentially a listing of places

where the coverage has appeared over a given period of time

and in the past, measuring and reporting outputs

was better than nothing, especially for clients

who wanted to understand

and some of the benefit PR was bringing,

but digital era has brought in a new ways

of measuring a return on investment

far beyond what outputs offers

and this is something I'm going to cover next.

So let's discuss how does digital PR work?

As mentioned earlier, the benefit of digital PR

versus traditional PR can be examined

in the differences between speed and velocity.

And also as I mentioned earlier,

speed is the rate at which something is able to move.

By definition, speed is one dimensional,

it lacks direction, lacks direction.

Velocity by definition is the rate at which

something moves in a particular direction.

So velocity is a much better measurement

of impact and effort.

So digital PR is all about PR moving with speed

in the right direction.

The right direction means that it's focused

on identifying and connecting with influencers

that you know already have an interest

in the subject being pitched

and a history of writing about this topic.

So digital PR is based in the process of

using digital tools and methods to efficiently

identify these current opportunities for coverage.

The key word here is efficiently.

This ability to identify relevant opportunities in the media

whether that's via round-up, stories, products

or services in your sector or a placement

of a press release in a new product section,

of a leading B to B outlet,

it's a primary benefit of digital PR over traditional PR.

What's the value of identifying coverage opportunities

based on past articles?

Well the answer to this question

and digital PR's ability to address it,

lies with the principle of positioning.

By definition, your brand or position in the marketplace

has its greatest context with regards to

the competitive brands and products in your space.

The core principle of positioning

is that companies don't position products

and services, audiences do.

So your position in the competitive market

is primarily determined by that of

your competitor's place in the competitive landscape.

So an article such as a round-up story

showcasing primary products in your category

shows up and you're not listed,

that is a positioning problem.

Digital PR has the ability through the use

of digital tools and services to identify

where this type of coverage is occurring

and to address the gaps in those places

where your brand or product may not be appearing.

For example, let's say your company makes

Bluetooth keyboards for use with tablets or iPads.

An article appears on a site like reviewgeek.com

that is a round-up story on the best

Bluetooth keyboards on the market.

And let's say that your product was not included

in the round-up story.

In a traditional PR environment,

there's a good chance that this missed opportunity

would just go unnoticed

because this type of media digging and uncovering

is not part of the range of services

traditionally offered by a traditional

PR consultant or agency.

But a digital PR approach would use a service

such as Buzzsumo to scour the media landscape

for articles on the subject and once found,

the next step in a digital PR effort

would be to locate contact information

for the reviewgeek writer.

Again, in most traditional PR environments,

there is not a resource for identifying writers

except to do manual searches on Google,

which can take a significant amount of time

and eat further into the retainer fee

the consultancy or agency is probably charging.

Using a digital PR database tool like Cision,

a digital PR specialist or consultant

could access the database and look for a list

of writers associated with the outlet.

Once the target writer is identified,

an email pitch and press release can be sent

introducing that writer to your

Bluetooth keyboard model and brand.

In many cases, the writer will appreciate the outreach,

creating a possibility for that writer

to go back and edit the article to include your product.

So this is an example where initially

coverage on your product did not appear

but using digital PR tools to identify an opportunity

and follow up with an outreach

resulted in highly valuable PR coverage.

And one more important thing to note

with this digital PR process:

let's say you pitch to the editor via email

and after the story was published.

Well, now what?

In a traditional PR approach you'd cross your fingers

and hope that the email got opened and the pitch read.

You have little to no insight on the editor's

interest in the pitch in this case.

In a digital PR approach, you would use an email service

that had the ability to track email opens on the back end

so you would know if and when the email had been opened.

These are very valuable insights into

the increased awareness opportunities

created by the email on that subject.

If you know an email has been opened by an editor,

this means your follow up pitch, call or email

to the editor can be more productive

because you have insight into the editor's

level of awareness on the subject of the email.

Additionally, by using trackable linking services

such as Bitly in your press release or email pitches,

you can also gauge the level of knowledge or interest

that an editor has taken in the pitch subject.

So if you see the email has been opened

and trackable links have been clicked,

it's relatively safe to assume that the editor

has taken an interest in the subject

and this opens the door for additional coverage

and conversations down the road.

Finally, using digital services such as Spyfu or SEMrush,

you can analyze key opportunities for increased backlink

and SEO keyword content development.

One of the primary benefits of digital PR

in the web publishing era is the benefit

that backlinks bring to a story once it's been published.

These backlinks bring greater value to your website

in the Google Search ecosystem

which means that your successful digital PR efforts

are not only driving additional traffic to the website,

but increasing value in the Google Search ecosystem

at the same time.

So in summary, whether it's a traditional PR approach

or a digital PR approach, both are focused on

the pure value of what public relations

brings to the marketing mix,

and that's generating non-paid

third-party endorsement coverage

of your brand, product or service,

and while traditional PR has worked well

for this in the past, and continues to have

some value in today's content environment,

digital PR has emerged as a much more robust

and effective way to create and build awareness

for your brand or product and help move the needle

in a measurable way towards the sales

and marketing goals that you've set.

Thanks for your time.

For more infomation >> Digital PR vs. Traditional PR - Duration: 13:22.

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How To Create a Moving Thumbnail in Wistia // Digital Distribution - Duration: 1:13.

In this video, I'm going to show you one of our favorite features of Wistia-

which is moving thumbnails!

So here's what you're gonna do. You'll log into your account,

navigate to your desired video, and click on video actions, then customize.

Pop on over to thumbnail. It's automatically an image so you'll just click on video and

it'll give you something automatic a few seconds long. You can drag and drop

this bar down here to change it to be whatever you want. You can alter the

length, whatever you'd like to do.

Let's see...

I like this thumbnail because it tells you what the video is about,

customer testimonials, but it also has Leo's smiling face on it! So who doesn't want to click on that guy.

We'll save it, and there we go we have a moving thumbnail!

And let me show you the difference of what that looks like.

This is a page on our website that has the Wistia video embedded.

This is what it looked like before with just a still as the thumbnail.

We'll refresh.

Now we have our awesome moving thumbnail with Leo!

So give this a try, let us know what you think, and thank you for watching!

For more infomation >> How To Create a Moving Thumbnail in Wistia // Digital Distribution - Duration: 1:13.

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How To Rank No. 1 On Google Within 7-10 Days | Digital Learning 44 - Duration: 6:20.

How To Rank No. 1 On Google

For more infomation >> How To Rank No. 1 On Google Within 7-10 Days | Digital Learning 44 - Duration: 6:20.

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Digital transformation in insurance: Data is the new natural resource - Duration: 2:19.

We are seeing data that's being created which stands to lose relevance a few nanoseconds

after it's created.

It has three fundamental implications for the insurance industry.

Number one.

We have a lot of data about our customers, both existing customers as well as new customer

segments that we haven't even tapped today.

And this creates new opportunities for growth for insurance companies to really leverage

these data sets and find new customer segments that they aren't addressing and serving

today.

Two, the fundamental paradigm of insurance changes because of these data sets.

And the paradigm, until today, has been managing the risk of loss.

That paradigm changes to managing the risk of prevention.

Since these data sets are now available through sensor data, through data from drones and

others, it enables insurance companies and customers to manage the risk profile of their

assets a lot better.

For insurers and customers, with these data sets, if you are able to prevent losses before

they happen, it makes it a much better experience for all concerned.

Three, because of these data sets and the information inherent in them about the risks

that insurers underwrite, they are now able to serve as much better risk advisors to their

customers.

And in becoming risk advisors, they're also able to partner with the customers a lot more

effectively in helping them manage these risks and prevent losses.