Wednesday, January 31, 2018

The Residence on Marine – West Vancouver

The Residences on Marine is being developed by Atti group and will be a boutique mid-rise building. Located at 1327 Marine Drive in West Vancouver, the Residence on Marine is centrally located at the entrance to the Ambleside community of West Vancouver, featuring Ambleside Park and Beach, as well all the shops and services along Marine Drive including its popular Farmers Market on the weekends.

The Residences on Marine will provide its homeowners to the best of the North Shore and Vancouver. With single-level living, featuring modern, open floor plans, attention to detail and high-quality craftsmanship.

To be kept up to date with this development and many more like it, register with us today.

 

 

 

 

 

 

 

 

This is not an offering for sale. No such offering can be made without a disclosure statement. E.&O.E.

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Crest by Adera- North Vancouver

Crest is Lonsdale newest development being built by Adera, the multi-disciplined organization known for creating homes with West Coast style. Crest is located in the heart of North Vancouver Lonsdale corridor on the corner of 8th and Lonsdale at 150 East 8th Street.

Crest will include 178 one, two and three bedroom homes (including 17 townhomes) with underground parking over two buildings all designed in a West coast modern design and architecture that Adera has become well-known for. Some homes will feature Private roof top patio, stunning views of the north shore mountains and and downtown Vancouver

 

Building amenities include a bike room, guest suite, party room, fitness studio, billiards room and much more. In addition to great condos, the location offers easy accessibility to golf, local parks, restaurants and other entertainment sites, too.

To stay up to date with this development and many others like it, register with us today!

 

 

 

 

E. & O. E. This is not an offering for sale. An offering for sale may only be made after filing a Disclosure Statement

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Southgate City – Burnaby

Back in 2011, developer Ledingham McAllister bought the old Safeway distribution centre and dairy plant with an ambitious vision in mind. It isn’t often that a fully masterplanned development like Southgate City comes to a major city like Burnaby. This new condo development will become an integral part of the skyline in South Burnaby. As envisioned, Southgate City will include up to 20 condo towers of between 24 and 46 storeys in height, and a variety of low- and mid-rise buildings, all of which combined will consist of about 6,400 residential housing units that will support a population of 20,000 people. The pedestrian- and public-transit oriented development is planned around a five-acre central park that will serve as the Southgate City’s core feature.

The 60-acre development also includes numerous smaller parks, creek-side greenways and open areas, all of which are designed to help foster interconnection between all of its residential and commercial elements. This planned interconnectedness also includes easy access to the rest of Burnaby, and greater Vancouver, via road upgrade connections, pedestrian/bicycling paths, and its proximity to the Edmonds Skyway Station. Proposed commercial ventures include a gourmet grocer, cafés, community shops and restaurants. A new community centre is also included in the plans. The final result will be a stunning community developed from the ground up.

Southgate City will rapidly become one of the most exciting places to live in all of the lower mainland.

With the first building, Precedence, starting sales soon; home buyers will have the opportunity to secure their view of what will become the definition of master planning. Residents will be able to wake up and look out to the green space, fountains, and inviting public spaces. Driving to the hottest restaurants and shops will be a thing of the past with the best that Burnaby has to offer just steps away.

What sets Southgate City apart from other developments is the attention to detail put into every aspect of the design. There are plenty of new condo developments to see in Burnaby and surrounding areas but few, if any, offer the total and complete lifestyle that Southgate City will offer. A new community centre is just one part of the plan that aims to provide residents with a superior living experience in the heart of South Burnaby.

This will undoubtedly be one of the most exciting, inspirational, and popular new condo developments in Burnaby and the entire lower mainland. Stay tuned for more news and developments about Southgate City as construction moves ahead.

To be kept up to date with Southgate city, Register with us today.

 

 

 

 

 

 

 

 

 

 

 

This is not an offering for sale. No such offering can be made without a disclosure statement. E.&O.E.

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30 jobs in the PR and marketing world

There’s no substitute for exceptional preparation prior to a job interview—there’s no excuse for a lack of it, either.

We have countless resources at our fingertips that offer outstanding insight into the organizations we’re courting and the people who will be interviewing us.

This brings us to the latest installment of Ragan Communications Chief Marketing Officer Mandy Zaransky’s top five tips for a successful interview, No. 4 on her list of the “Four P’s”: Be prepared.

Researching the organization is essential for any candidate who’s received the long-awaited call or email that they’ve made it to the interview stage. However, knowing some background about the interviewer is crucial, too.

“Thanks to Twitter, I found out my interviewer was into soccer, so I made that a part of the conversation. I discovered a lot of food pictures on another interviewer’s Instagram account, which made it a safe topic to find discussion points to talk about.”

These are just a few of the ways Zaransky says she’s used social media to learn more about past interviewers.

“LinkedIn is another great platform for researching the person who will conduct your interview,” she says. “ It’s a roadmap of your interviewer's career journey. Look for similarities between the interviewer and yourself. Study their path so you can incorporate and reference tidbits of that information into a question or two during the interview.

“It never hurts to demonstrate that you've done your homework and have a sense of the audience. Anything that is public facing is a good place to look for information.”

Finding out everything you can about your interviewer is a crucial piece of the interview puzzle. This will help you establish a rapport with them and ease the stress of answering their questions. It also gives them a reason to remember you.

Of course, you’ll want to do more in-depth research into the organization, too.

You should go into the interview expecting to hear, “So, tell me a little bit about what you know about our organization.” This is a pivotal moment in the interview, and if you panic or freeze, this could signal to the interviewer that you haven’t done your homework.

“Know the company; know the products.” These are two of the most important things that an interviewee must know going into an interview, Zaransky says.

Start with the website; this digital face of the organization offers the best starting point for any research you’ll need.

Do not just skim the website. Go through it with a fine-tooth comb. Find the organization’s mission, read its blog, get to know the organization’s team (if the website shares that information), and review the organization’s past work. Assume there are no unimportant links.

Next, find every additional resource that offers valuable information about the organization.

Social media platforms aren’t only great places for getting background on your interviewer; they’re also wonderful resources for researching the organization. Visit its LinkedIn page, find reviews and customer testimonials on its Facebook page, and go through the organization’s Twitter posts. This extra effort will pay off in your interview.

In The Muse’s “The ultimate interview guide: 30 prep tips for job interview success,” its first seven tips fall under the heading, “Know your audience.”

You must research the organization and the people who will be conducting your interview, according to this piece.

It offers several ways to gain that vital understanding, including this advice:

Spend a few hours learning everything you can about the company—from as many sources as you can. Talk to friends and contacts, read current news releases, and, yes, spend some time on Google. Often, candidates just look at the information a company is pushing out via the website and social media, but fail to look more in depth at what others are saying. By doing so, you’ll get the larger picture about the company (along with any negative press).

Don’t stop with the website; exhaust every available resource.

When gathering background about interviewers, it says:

Before your interview, get a list of the people you’re meeting with from the company. Then, learn more about them—including what type of behavior might intrigue them or turn them off. Finally, prep some questions that are specific to each interviewer: Ask for details about her focus at the firm, discuss current events on his specialty, or bring up a common interest you know he or she has outside the office.

The finish line is in sight, but this is no time to coast through the homestretch. You’ve put a lot of effort into earning an interview; don’t let your hard work go to waste by failing to thoroughly prepare for the big moment.

[RELATED: Join us at Walt Disney World for the Social Media Conference for PR, Marketing and Corporate Communications.]

Feeling confident in your interview expertise? LinkedIn seeks a senior digital marketing manager in San Francisco.

It describes the characteristics of a successful candidate:

A successful candidate will have solid experience in B2B (including SMB) performance marketing / demand gen with cross-channel/integrated digital marketing and revenue generating responsibilities. You also have experience in scaling digital marketing programs, while driving efficiency and meeting ROI targets. You have worked in a centralized digital marketing role and/or digital marketing agency, with cross-functional and cross-organizational experience. You have overseen SEM, paid social, display and email hands-on at one point throughout your career and understand all the levers of running and growing digital marketing.

Not the job for you? See what else we have in our weekly professional pickings:

Senior brand manager (PR agency senior account executive)—Ripley PR (Tennessee)

Freelance motion graphics designer—Ragan Consulting Group (Illinois)

Communications manager—Ciena (Maryland)

Business development lead—Ragan Communications (Illinois)

Account manager—Muck Rack (New York)

Senior coordinator, email marketing—Youth Villages (Tennessee)

New media account executive—Capitol Broadcasting Co. (North Carolina)

Inside sales coordinator—Muck Rack (New York or remote)

Senior public relations coordinator—Youth Villages (Tennessee)

Communications manager—Instagram (France)

Marketing intern, Latin America—Scripps Networks Interactive (Florida)

Director of internal communications—Children’s Hospital Colorado(Colorado)

Vice president of marketing—Carhartt (Michigan)

Communications manager—Cable ONE (Arizona)

Social media strategist—Narrative PR (Canada)

Global content marketing coordinator—Salesforce (Indiana)

Product marketing manager, brand—Facebook (California)

Publicist—Art Institute of Chicago (Illinois)

Director, regional corporate relations—American Cancer Society (Wisconsin)

Director of global partner marketing—HomeAway.com (Texas)

Associate manager, digital marketing—Condé Nast (New York)

Global operations and technology communications intern—Goodyear Tire & Rubber Co. (Ohio)

Digital marketing specialist—McMaster University (Canada)

Senior paid search manager—Edelman (Georgia)

Director of marketing, content and merchandising—Clive Coffee (Oregon)

Senior manager corporate communications and media relations—adidas (Germany)

Communications and events coordinator—Arts and Education Council of Greater St. Louis (Missouri)

Social media, web and marketing strategist—State of Minnesota (Minnesota)

Vice president of marketing—Argosy University (Arizona)

If you have a position you’d like to see highlighted in PR Daily’s weekly jobs post or you’re searching for career opportunities, RaganJobs.com is the perfect place to find or post quality job openings.

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7 tactics for motivating your personal writing

If you spend your working life crafting messages for your company, clients, leaders, co-workers, or employees, you have no doubt suffered from writing fatigue.

Writing fatigue in our day jobs means that we may have little motivation to write for ourselves. The last thing you want to do at the end of an endless day is work on your memoirs.

However, there are ways to motivate yourself. Below are a few recommendations, based on research and advice from other writers.

1. Challenge a fellow writer.

Do you have a friend or colleague who can’t find time to write, either? Challenge each other with word count goals or first draft deadlines. Figure out what will motivate both of you. For some, that could be some friendly competition; for others, it might be having someone to call when they’re stuck. 

2. Research and incorporate the habits of your favorite writers.

Find out how your favorite authors motivate themselves. What eccentricities do they have? For example, Philip Pullman has written three pages per day—in longhand and with a specific type of pen and paper—since he started writing. Could you adopt these habits too? (Read more about the habits of famous writers.)

3. Set a word count.

Many famous authors write to a word count. Sir Arthur Conan Doyle wrote 3,000 words per day, while Jack London wrote 1,000 words. Anthony Trollope wrote 250 words every 15 minutes. If drafting 1,000 words seems too ambitious, start with fewer words and work your way up. What can you realistically do?

[FREE GUIDE: 10 ways to improve your writing today.]

4. Set a time limit.

If setting a word count seems unmanageable, trying blocking off a specific amount of time for writing—and writing only. If you need to, start with a small amount of time and increase it as the habit develops.

5. Put it on your calendar.

If you put something on your calendar, you’re more likely to do it. Block writing time as “busy” so no one—including you—schedules anything during that time. Set reminders so you’ll be prompted (or nagged) by your calendar app.

6. Join a writing group.

Joining a local writer’s group and attending meetings is another way to keep yourself accountable. If members of the group are expecting to see your outline or read the first chapter at the next meeting, you’ll be motivated to deliver.

7. Use writing prompts.

Writing prompts can help you to think creatively and inspire you to write. There are writing prompt books, journals, calendars, flashcards, etc.

My favorite prompt is the game Storymatic. Players draw two character cards, such as “a bartender” and “the sulky ex-boyfriend,” along with two object cards, such as “a blind cat” and “an over-priced sports car.” The goal is to combine all four elements into one story. Like all writing prompts, the idea is to give you a place to start.

What about you PR Daily readers? How do you find the time and motivation for personal writing?

Laura Hale Brockway is a writer and editor from Austin, Texas. Read more of her posts on writing, editing, and corporate life on PR Daily and at impertinentremarks.com.

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Geek Estate & Topics for Newsletter #13

The purpose of Geek Estate’s private community is two fold:

  1. Curate the most incredible and diverse membership of real estate creatives, doers, and creators in the world.
  2. Make our members wildly successful in their careers building real estate companies.

Members pay a $97 quarterly membership fee. Being a paid community means we can operate without the sales pitches and noise you’ll find in every free community. We save members time by surfacing relevant tips, news, products, strategies, etc without the need to filter through everything yourself. In short, we curate the best of real estate technology for you. For one perspective from a member, have a read through Jennifer’s interview here.

The community consists of a private Facebook group & email newsletter (note many of the longer strategy/trend thought pieces I used to write publicly are now in the newsletter), and member companies receive one promo (such as a job opportunity or product/service special offer) per quarter on this blog.

I sent out newsletter #13 on Monday, here’s the topics I touched on:

  • In person meetup #1 in NYC (which was last week!!)
  • Amazon Go
  • Blockchain / Crypto / Bitcoin

I met numerous amazing potential members last week in New York, and look forward to adding many very interesting perspectives to the community in 2018.

Geek Estate Membership

Interested in joining?

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4 common PR video blunders

Video first is the big trend of 2018.

That means video is now the public’s preferred method to consume information. It also means competition for eyeballs is greater than ever.

Here are four reasons why your videos might not be enjoying as many viewers in today’s content glut—and how to win back your audience:

1. Shooting without intent. “Too many people just grab a phone and start shooting,” says Drew Keller, a video producer at StoryGuide and content developer at Microsoft.

“That may seem like an ‘authentic’ thing to do,” he says, “but the only way to create a truly moving story with your video is to write it out first and shoot second.”

That doesn’t mean you necessarily have to write a script (sample) or storyboard (sample). “Just create a plan that tells you what to shoot,” says Keller.

Start by answering these questions before shooting:

  • Objective: What are you trying to accomplish with your story?
  • Audience: Whom are you trying to reach?
  • Top message: What is the simplest idea at the core idea of your story?
  • Essential shots: What concrete details and images can you include?
  • Evidence: What gives credibility to your story?
  • Emotion: What about your story would evoke an emotional response?
  • Proposed story narrative: In a short paragraph, write your story .

Register for Ragan’s Feb. 2 virtual summit “ Video and Visual Strategy: Plan, Shoot and Share Like a Hollywood Studio” for more tips from Chris White and Sukhi Sahni (Capital One), Drew Keller (Microsoft), and Charlene Sarmiento and Mary Speed (Goodwill International).

2. Erring with audio. “Audio can be more important than video quality,” says Keller. “In fact, bad audio is a leading reason viewers stop watching.”

Smartphone mics don’t cut it. “They pick up wind and background noise,” says Keller. “At minimum, consider an inexpensive lavalier mic for about a hundred dollars.”

“Good audio is especially critical if you’re interviewing someone,” says Charlene Sarmiento, manager of marketing at Goodwill Industries International. “That’s why we use a lavalier mic for video interviews and this Rode smartphone lavalier mic when we’re recording audio-only for webinars.”

3. Skimping on editing. “Editing is the biggest time sinkhole,” says Drew Keller, a video producer at StoryGuide and Microsoft content developer, “but it’s critical, because it can save a so-so shoot if you have the right tools.”

What are your options?

“Adobe Premiere Elements and Sony Vegas are good easy-entry solutions,” he says. “Adobe Premiere Pro, Final Cut Pro X, DavinciResolve and Avid Media Composer are more expensive professional options.”

The team at Goodwill uses iMovie, Final Cut Pro and Adobe Premiere. That doesn’t mean, however, that staffers have the time to edit all their own b-roll.

“We use freelance video editors because it saves time and stretches our video budget,” says Mary Speed, a digital media specialist at Goodwill. “We look for someone with good technical skills, good people skills and experience working with similar clients—not someone who will just stitch our videos together.”

She advises against working with student video editors or interns just to save money.

“Look instead for recommendations within your network,” says Speed. “You can also contact organizations with videos you like to see who they’d refer.”

4. Not checking the gate. “Checking the gate” traditionally meant clearing potential obstructions from an aperture before the film cycled through the camera. Today, it means ensuring your shot is free of distractions.

“Get in close to the viewfinder, and double-check your focus,” says Malone Media videographer Brian Malone. “Otherwise, you could zoom in on your footage in the editing stream and discover it was slightly out of focus. That’s hard to fix [in post-production].”

Also be aware of everything that’s in the frame.

For example, “A calendar or clock in the background can cause plenty of problems later,” Malone says. “That’s why you see videos where it looks like a minute hand is bouncing around in the background. The video was edited, and it’s distracting.”

Brian Pittman is a Ragan Communications consultant and webinar manager. Chris White and Sukhi Sahni (Capital One), Drew Keller (Microsoft), and Charlene Sarmiento and Mary Speed (Goodwill) will reveal more video tips in PR University’s Feb. 2 virtual summit, “Video and Visual Strategy: Plan, Shoot and Share Like a Hollywood Studio.”

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Trump rolls out ‘human props’ to add heart to State of the Union

What do you do if you’re a president who has to address a nation where more than half the citizens can’t stand you, in a chamber where rows of black-clad opponents detest you, and even your wife may be on the fence?

In addition, you’re not a particularly good speaker, and you’ve got a vocabulary that might embarrass a sixth-grader?

What, in the name of William Jennings Bryan, can you possibly do? If you’re Donald Trump, you pull out the skutniks, the rhetorical device of the “human prop.”

In so doing, perhaps for the first time in U.S. history, you successfully convert a dry and unmemorable State of the Union address into a spirited, even emotional, campaign pep rally.

Politics and personal animosities notwithstanding, observers must concede that in terms of oratorical performances, his Bill Clinton-size, 80-minute State of the Union (SOTU) ramble last night was intriguing.

‘Skutniks’ galore

Although the hopelessly jaded “experts” might quibble about his failure to be conciliatory on immigration or his propensity to play fast and loose with the facts—it’s the eighth-largest tax cut in history not the “biggest ever”—it was Trump’s use of skutniks that carried the night and proved the most fascinating dimension of the speech.

As every speechwriter worth his or her salt knows, a skutnik is a rhetorical device, intended to evoke emotion, deflect from a controversial point or provide necessary oomph for a flagging speech. Bluntly stated, it is a “human prop.”

The term derives from an obscure employee of the Congressional Budget Office, Lenny Skutnik, who on Jan. 13, 1982, dived into the icy Potomac River after the crash of an Air Florida plane to save a drowning woman. Two weeks later, President Ronald Reagan invited the new celebrity to sit in the gallery overlooking the chamber at the State of the Union Address, whereupon the president paid national tribute to the heroism of Lenny Skutnik.

Thus was born the skutnik, the human prop that every president since has honored in the State of the Union.

Though other presidents have used the device sparingly to punctuate their remarks, never before has one used the skutnik throughout a speech to serve as an organizational framework and consistent theme—until last night.

[RELATED: Join us for the 30th annual Speechwriters and Executive Communicators Conference.]

Right from the get-go

In his introduction, when many expected Trump to laud his own accomplishments or summon rousing rhetoric, he did neither. Rather, he immediately began talking about American heroes, citing a Coast Guard helicopter pilot who had rescued Houstonians from peril amid Hurricane Harvey, as well as a firefighter who saved 60 children threatened by California wildfires. Both, seated near the first lady, stood with pride.

Without missing a beat, Trump next called out the Congress’ own Rep. Steve Scalise—"the legend from Louisiana”—wounded by a shooter but now back in action. Then Trump saluted “the Capitol Police officers, the Alexandria Police, and the doctors, nurses, and paramedics who saved his life, and the lives of many others in this room.”

Even sour-pussed Democrats had to rise in tribute; the warmth in the room was palpable. As a speech intro—particularly given the disdain with which the speaker was greeted by many in the room—it was not only a disarming and effective device, but also quite remarkable.

Trump then proceeded to his speech thesis, not surprisingly a traditional message of both sides working together:

“Tonight, I call upon all of us to set aside our differences, to seek out common ground, and to summon the unity we need to deliver for the people we were elected to serve.”

It was a safe and valid thesis to which no one could object (except perhaps for House Minority Leader Nancy Pelosi, who sat stone-faced throughout).

Sticking to the motif

Trump moved to the body of his speech, when, again predictably, he cited his “accomplishments” thus far—from job creation and tax cuts to individual mandate repeal and ISIS dismantling. Here again, rather than simply reciting the usual laundry list of achievements that traditionally lard the SOTU, he turned to skutniks.

His economic reforms, he noted, had allowed one small Ohio manufacturer to record its best year ever. The man and woman who ran the company—both sitting near Melania—took a bow. By the way, added Trump, one of their employees was an “all-American worker,” who had worked his way through high school, lost his job in the recession, but trained to be a welder and was using his tax cut to help buy a new home. Lo and behold, that man, Corey Adams, was also in attendance. “Stand up, Corey,” intoned his new best presidential friend. Adams, an African-American, rose beaming to rousing applause.

Moving on to his “agenda,” another SOTU staple, Trump served up some red meat for his base, including saluting the flag and keeping Guantanamo open. He then waded into the controversial area certain to rankle Democrats in the hall: immigration.

“Americans are dreamers, too,” Trump said, in his best line of the night. He called for an end to such Democratic programs as the visa lottery and so-called “chain migration.” One could sense the opposition’s hackles rising, but then Trump pulled out his most daring skutnik of the night.

Citing the dangers of criminal illegal aliens, he pointed to two Long Island couples, again up in the gallery near Melania, whose two teenage daughters were murdered by Latin gang members who had entered the U.S. illegally.

“Tonight, I am calling on the Congress to finally close the deadly loopholes,” Trump intoned. In the gallery, the parents sobbed as they stood to cheers. It was heart-wrenching and short-circuited any thoughts of disruption or objection that peeved Democrats might have had in mind. For this night at least, the immigration debate was settled.

Some would say—and they’d have a point—that Trump’s use of the suffering parents was beyond the pale—callous, unseemly, even obscene. But in the context of this speech, at its most dramatic moment, the device worked.

And in closing, a few more

As Trump concluded, he continued to turn to skutniks for support: an ICE agent with a price on his head; a policeman and his wife who adopted an opioid-addicted baby; even the grieving parents of Otto Warmbier, the student who died after release from a North Korea prison camp. In each case, Trump used the human props to help drive home strategic points in a far more graphic and believable way than he could have ever achieved rhetorically.

Trump ended his speech as he began, with a tribute to America’s heroes.

“They work in every trade. They sacrifice to raise a family. They care for our children at home. They defend our flag abroad. They are strong moms and brave kids. They are firefighters, police officers, border agents, medics, and Marines. But above all else, they are Americans. And this Capitol, this city, and this nation, belong to them.”

No, the SOTU wasn’t memorable, and it probably will be forgotten by the time of the president’s next misguided tweet.

Nobody will ever mistake Donald Trump for Winston Churchill, but in summoning the rhetorical device made famous by Ronald Reagan (with help from Lenny Skutnik), this speech was this president’s “finest hour.”

Fraser Seitel has been a communications counselor, lecturer, TV commentator and teacher for 40 years, and is a prominent public relations author. He can be reached at yusake@aol.com.

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Tweeting during the Super Bowl or Olympics? Beware of regulations

Marketers weren’t enamored with the National Football League’s 2017 ratings—but are gearing up for the Big Game.

A recent report by Standard Media Index showed a 1.2 percent decline in advertising revenue—mainly due to its lower viewership.

Bloomberg reported:

Professional football is routinely the most-watched TV programming in the U.S., making the sport a top draw for marketers seeking to reach large audiences. But NFL ratings were down 9.7 percent this past season, averaging 14.9 million viewers per game. That was a sharper decline than the 8 percent drop the season before.

The NFL hasn’t seen advertising revenue decrease since 2014—and the dip only occurred in the later part of 2017.

Adweek reported:

The ad revenue decline ends several years of overall NFL ad revenue growth. 2016 saw a 3 percent jump in ad revenue to $2.45 billion, while 2015’s $2.38 billion in ad revenue was a 9.6 percent increase from 2014’s $2.17 billion figure.

During most of the NFL season, ad revenue had once again been up year over year, even as ratings fell. In the season’s first three months , ad revenue had increased 2 percent among all networks, while makegoods had fallen slightly, from 22 percent in 2016 to 21 percent in 2017.

Though two of NFL’s biggest advertising industries—consumer electronics and automotive—spent less on ads last year, not all marketers held back on their budget dollars. Insurance organizations spent 30 percent more on NFL advertising this year, followed by alcoholic beverages (16 percent) and fast-food (6.4 percent).

[RELATED: Learn how to boost buzz, build brand recognition and engage employees on the hottest social media platforms.]

Plenty of marketers are spending money on Super Bowl advertising, too.

Adweek reported:

While regular season revenue was down slightly, NBC Sports expects to generate around $500 million in Super Bowl LII-related advertising on Feb. 4, which would be a single-day record for one media company. That includes $350 million worth of in-game advertising, where 30-second spots are averaging north of $5 million.

Super Bowl marketing warnings

If your organization or client is up for spending millions on a 30-second ad during the Super Bowl, you’re not alone: Many marketers and social media teams will be watching the matchup and will tweet in hopes of attracting consumers’ attention.

If you’re one of these communicators, be sure you don’t use the term “Super Bowl” or reference it with puns—you don’t want to receive a cease and desist letter or get slapped with a lawsuit from the NFL.

SB Nation reported:

Private citizens are fine to use the phrase without consequence, as long as there’s no financial consideration involved. For others, there are ways around it. You’ll hear advertisers call the Super Bowl “the Big Game,” or some people might go the Stephen Colbert route and call it the “Superb Owl.” Steering clear of Super Bowl is a wise move, though, unless they want the NFL to come after them.

Star Tribune reported:

John Pickerill, a trademark and advertising attorney for Minneapolis law firm ­Fredrikson & Byron, said the NFL, similar to the NCAA with its “March Madness” brand, can be aggressive, so he recommends businesses play it safe.

Businesses might use the phrase “Big Game” instead of “Super Bowl,” for example.

Take care when marketing during the Olympics

Being careful in your marketing messages also extends to other sporting events, such as the 2018 Olympic Games.

Blue Compass wrote in a blog post:

The NFL isn’t the only group that gets excessively protective of its trademarks. The U.S. Olympic Committee issued a cease and desist letter to a knitting group that was hosting a “Ravelympics,” before apologizing. The NCAA is also very picky about the use of its trademarked terms like “March Madness,” “Elite Eight” and “Final Four.”

Fara Sunderji, international law firm Dorsey & Whitney, says brand managers should avoid creating content that suggests official sponsorship, including hashtags, logos or the iconic Olympic rings.

“Unauthorized brands can’t use #TeamUSA, #Olympics, #GoForTheGold, #PYEONGCHANG 2018 or any other USOC branded hashtags,” says Sunderji.

The strict guidelines also extend to athletes competing in the Olympics.

Sunderji says:

Athletes themselves can share still photos and their experiences in words (such as a 280-character Twitter post), but cannot share videos in the “Field of Play,” so don’t [accept] any cute Instagram Stories from Vincent Zhou or Mikaela Shiffrin on the sidelines.

You might want to think twice before celebrating a particular athlete’s victory, as well.

Sunderji says:

[D]on’t congratulate your favorite athletes in social media posts from your brand’s account or in advertising. Two years ago, a jury awarded Michael Jordan $8.9 million after a grocery store took out an ad congratulating him for his induction into the Basketball Hall of Fame. Prior to the jury verdict, the case went up to the Seventh Circuit and the court held that the ad qualifies as commercial speech, defeating the defendant’s First Amendment defense.

How will you be talking about 2018’s biggest sporting events, PR Daily readers?

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Tuesday, January 30, 2018

5 tips to kick your creativity (and blog) into gear

With a new year can come a new you—and the same goes for your organization’s blog.

However, those New Year’s resolutions to write and publish more blog posts (especially those that entice readers to share online) can be hard to keep

Henneke Duistermaat, owner of Enchanted Marketing, wrote:

Whether it’s writing a book, exercising more, or quitting smoking, most people don’t keep up their new year’s resolutions. According to the Statistic Brain Research Institute, only 38% of people in their twenties achieve their resolution each year, and that figure drops to a disappointing 16% of people over 50.

Luckily, Duistermaat also created an infographic that can help you keep your blogging resolutions and kick your creativity into gear. In it, she outlines five steps that can help any PR or marketing pro in a writing rut:

1. Rediscover the joy of writing. Instead of thinking, “I have to write this blog post,” tell yourself, “I want to write a post that will entice readers to click.” Remind yourself why you’re blogging in the first place: It could be to boost your organization’s bottom line, share your expertise, connect with consumers or improve your writing prowess.

2. Regularly generate ideas. Don’t wait until you’re staring at a blank page with a looming deadline to come up with an idea for your next blog post. Instead, write down ideas throughout the day (and week) that can make fodder for an interesting article. Ask, “Why? How? What if…?” constantly—and host brainstorming sessions to glean ideas from co-workers and networking contacts.

[FREE GUIDE: 10 ways to improve your writing today.]

3. Be curious. Your writing can improve when you’re crafting a blog post about something that you know and are passionate about—but don’t forget that readers want to read blog posts that answer their questions, solve their needs and add value.

4. Take small steps. If an entire process is too much for you to handle without wanting to forget blogging in the first place, break each part of the writing process into separate steps. On the first day, choose your theme and write an outline. The following day, conduct research. Then you can write a first draft, and the following day, revise and edit your copy. Taking a fresh look at your writing can help you better proofread—and it can make the task more manageable.

5. Don’t stress out about being original. Although you should ask questions about what you’re writing and what your reader desires, don’t spend too much time worrying about whether your blog post will be unique. You have your own set of experiences, along with an understanding and skill set that enable you to develop your own voice. Trust it.

For more on these motivating steps, check out the infographic below:



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Instagram opens post scheduling to brand managers

Social media pros, rejoice: Now you can schedule branded Instagram posts.

On Tuesday, the platform announced that businesses on Instagram can now schedule posts, view other organizations’ profiles, and view posts in which they’re tagged.

Post scheduling works for all organic content, but brand managers won’t be able to schedule ads.

TechCrunch reported:

The closest Instagram got was the added support for Drafts, which allowed social media managers and other users to prep a post and save it for later publication.

Unfortunately, the official support for post scheduling doesn’t extend to ads, nor is it directly available with the product itself.

Instead, the support is being added to Instagram’s API – meaning that social media software applications like Hootsuite, Sprout Social or SocialFlow now have access to the functionality, which they can then add to their own products. Instagram says the API is available to all of Facebook’s Marketing Partners and Instagram Partners.

Here’s what the feature looks like:


[RELATED: Learn how to boost buzz, build brand recognition and engage employees on the hottest social media platforms .]

In a blog post, Instagram wrote:

This adds to the previously introduced Instagram Graph API features like view organic insights and comment moderation. These added features allow for better content planning and secure account management, removing the need for employees to share login credentials to gain account access to insights or create a post.

Instagram shared the following quote from Ryan Holmes, Hootsuite’s chief executive:

The scheduling and publishing of Instagram content has been the number one request for our 16 million customers. Now, they can manage large volumes of content, multiple team members and multiple Instagram accounts with ease and security. Hootsuite is excited to partner with Instagram to make this happen.

Instagram previously gave brand managers insights and metrics on their Instagram posts, so Tuesday’s announcement is another step toward persuading PR and marketing pros to spend more time and money to reach coveted younger consumers.

Adweek reported:

Instagram announced last November that 25 million businesses were using its platform, up from 15 million last July and 8 million last March.

The Facebook-owned photo- and video-sharing network began testing business profiles in mid-2016 before launching them in the U.S. that June and making them available globally later that year.

What do you think of the new feature, PR Daily users? How will this affect your Instagram strategy?

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Rent a Moving Truck with On the Move

It’s not “tech” per say, but one of the more creative marketing approaches I came across at Inman Connect last week was On the Move. They lease trucks covered with custom graphics, also known as driving billboards.

What’s so creative about this? If it’s just for your business, then it’s not. But what if it’s a truck “for your clients exclusive use”? (at the brokerage level). Your clients will use it on their big moving day — and YOUR CLIENTS will drive it all around town, showcasing your brand in the process.

General promo video:

Apparently this strategy is fairly wide spread, but I can’t remember having ever seen one in the Seattle area.

What do you say? Want to rent a driving billboard and loan it to your clients?

The post Rent a Moving Truck with On the Move appeared first on GeekEstate Blog.



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6 social media takeaways from @PRDaily’s year on Twitter

“The most difficult thing in life is to know yourself.” –Thales

As purveyors of social media knowledge, we believe it is important to evaluate our own work, as we do others.

To learn more about ourselves and our corner of the world, we mined all 6,241 tweets that @PRDaily sent in 2017 and analyzed the data. Many of our findings aligned with agreed-upon best practices. Some didn’t.

If you read no further, take this fact home with you: No two social media accounts are alike, and what works for others may not work for you.

[RELATED: Learn how to boost buzz, build brand recognition and engage employees on the hottest social media platforms.]

Here’s what we learned from 2017:

1. Tweets mentioning well-known brands got the most clicks.

Some 40 percent of the top 25 tweets included a brand name (United Airlines, Starbucks, Google, Facebook, KFC, etc.), whereas only 21 percent of tweets overall mentioned a brand.

2. Infographics rule.

Tweets with the word “infographic” got roughly double the average number of clicks, retweets and “likes” compared with the average post.

3. Millennials are still “in.”

Any tweet using the term “millennials” yields about four times as many retweets as an average post, though clicks were roughly the same.

4. Statistics increased reach more than they drove drive traffic.

Nine out of 25 of our most retweeted posts of the year involved a percentage. That’s 36 percent, while just 3.4 percent (214 out of 6,241) of our tweets contained a percent symbol (%) or the word “percent.” These posts also had an average of 12.8 retweets, well above the average of 4.7.

Posts with a percentage were just barely above average in terms of clicks, however, averaging 20, compared with the overall average of 17—well within standard deviation.

What is the lesson here? We speculate that we gave away the crux of the story in the tweet, leaving no reason for the reader to click.

To quote Sprout Social:

Every social media marketer should have a set of goals for each social network. To see actionable results, make sure you tie your business objectives to your social media goals.

If your goal is to drive traffic to the website, leave something to the imagination. If you want to spread your reach on social media, give readers the story up front.

5. The best time to post is different for everyone.

Here’s an unsatisfying insight: The best time to post depends on who you are. According to a Hootsuite analysis of 40,000 tweets, the best times to post to increase clicks and retweets is between 3 and 6 p.m., but Sprout Social recommends posting from noon to 3 p.m. of an unspecified time zone.

However, we found that across the board, the evening (8 p.m. to midnight Central time) was the best time to post to increase clicks, engagement and “likes.” By far, 10 a.m. to 1 p.m. Central time was the worst.


6. Data can lie.

Of the 25 tweets with the highest engagement, 19 were replies starting with a handle—meaning they were not visible to our general follower base.

Because engagement rate is measured as a function of “likes,” RTs and comments per impression, posts with minimal engagement got an outsize engagement score, because so few people saw them.

This was our tweet with the second-highest engagement of the year. (The first involved a Kardashian, which is a whole other ball of wax.)

If you’re not impressed, you should trust that instinct and always question data.

Just for fun, here were our superlatives of 2017:

Most clicked and most retweeted:

Most liked:

Most replies:

You can replicate this experiment with your own Twitter account. Go to the native Twitter account, click on your profile pic in the upper-right corner, then Analytics → Tweets → export data. You can download about three months’ worth of data at a time. Then you can compile them into a master spreadsheet.

Note that the posting times for Twitter are gauged in Greenwich Mean Time by default, so anyone in the U.S. will have to adjust.

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Cleveland Indians to retire ‘Chief Wahoo’ but retain logo on merchandise

After 70 years, Chief Wahoo is going away—sort of.

Beginning in 2019, the Cleveland Indians’ logo/mascot will be phased out, disappearing from on-field uniforms but remaining on some team merchandise.

The move follows years of pressure from activists and Major League Baseball itself, and it goes against the wishes of many Cleveland fans, as was noted in a cautious statement from Indians principal owner Paul Dolan.

The New York Times reported:

“We have consistently maintained that we are cognizant and sensitive to both sides of the discussion,” Dolan said in a statement issued by M.L.B. “While we recognize many of our fans have a longstanding attachment to Chief Wahoo, I’m ultimately in agreement with Commissioner Manfred’s desire to remove the logo from our uniforms in 2019.”

NPR reported:

The Indians announced the change on Monday. The team name — which has also been criticized as offensive — will not be changing.

"Major League Baseball is committed to building a culture of diversity and inclusion throughout the game," MLB's commissioner, Rob Manfred, said in a statement. "Over the past year, we encouraged dialogue with the Indians organization about the Club's use of the Chief Wahoo logo. During our constructive conversations, [Indians CEO] Paul Dolan made clear that there are fans who have a longstanding attachment to the logo and its place in the history of the team.

Major League Baseball tweeted out the announcement:

Some fans were disappointed that the beloved mascot would be removed from team uniforms.

NPR continued:

"Sadly, the Indians caved to the politically correct society that we are now all forced to live in," Zach Sharon of Cleveland Sports Talk wrote. He said the logo is a representation of the team — one that reminds fans of the glory years of the '90s, when "those great teams all sported the Chief Wahoo on their jerseys and those memories give myself and other fans goosebumps."

"Thankfully, fans will continue to wear their Chief Wahoo apparel, probably even more ," Sharon wrote. "I know I will. You'll see it in the stands and around the city every Indians game. It'll never truly go away."

Chief Wahoo will remain on licensed apparel and be available in souvenir shops.

CNN Money reported:

[…] Joel Barkin, the Oneida Nation's VP of communications, is hopeful that the uniform change will affect fans' purchasing decisions.

"MLB's statement that it's not acceptable to wear the logo on the field, it'll follow that it's not acceptable to wear in the stadium," he told CNNMoney. "It will make consumers question whether their kids should be wearing it, whether they should buy it."

Barkin said the issue of the logo has always been about respect.

"These are harmful images and words. It's not just offensive, there are actual psychological effects," he said. "MLB heard from and had conversations with independent tribal nations, consulted them and took action. That should be celebrated."

Others, however, are upset that the change will take until 2019 and that there will still be merchandise for sale with Chief Wahoo’s likeness.

In an op-ed for CNN, Jeff Pearlman wrote:

Hell, why will your team still be selling Chief Wahoo T-shirts and assorted garb at stadium souvenir shops? And why will it take till 2019 for the team's uniforms, and banners and signs in Progressive Field to lose the logo? Is this even a real gesture of compassion? Or simply a look-at-how-good-we-are play?

That's the heartbreaking thing about the unseen mechanisms of professional sports: make no mistake, they are entirely about PR, not substance. On the surface, we're presented with shiny helmets and cheering crowds and clubhouse families. It's about identically outfitted men and women coming together to accomplish a common cause. To win with heart and passion and cohesiveness.

[…} Truth be told, the coming semi-death of Chief Wahoo isn't a victory. It's merely a cosmetic shift that hides the retrograde truth of what too many of those in charge of professional sports genuinely believe.

Some on Twitter celebrated the change:

Others argued that the problem is far from fixed:

[FREE DOWNLOAD: Keep your cool in a crisis with these 13 tips.]

Some tried to rally other fans to save the logo:

Others turned their eyes to sports franchises that still have race-based caricatures as their logos:

Many were left scratching their heads as to what the baseball team’s PR strategy was in revealing the name change now, but dragging out the process until 2019:

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How to Measure The True Value of PR

How to Measure The True Value of PR

When it comes to competing for marketing budget and resources, marketing leaders expect to compete on “a level playing field” and yet that has not been the case for senior PR/comms managers. When PR managers compete for budget, resources and recognition for their earned media activity against colleagues representing paid and owned media — the field is slanted against PR. While other functions have metrics at their fingertips to show the return on investment or business impact for their activities, PR professionals typically have not. However, developments in new technology are leveling the playing field, and fast.  By providing the true attribution of revenue for earned media campaigns, PR and comms professionals are quickly closing the gap.

This blog post explains how a transformational technology, Cision Impact, provides PR professionals with data that accurately measure the impact of earned media and its value to the business. An infographic is included that shows how Cision Impact builds on the Cision Communications Cloud®, to deliver the most complete PR workflow platform — from identifying influencers to reporting revenue generated. 

Moving Beyond The Limitations of Traditional PR Metrics

Communications pros know they must demonstrate how PR and communications contribute to revenue-generating activity but struggle to find and use the right data. For example, a PRWeek/Cision survey identified that 75 percent of comms professionals said they must do better at measuring and proving impact on business objectives from their activity. However, nearly 70 percent said they do not have enough data and analytics to properly attribute how their earned media programs impact business results.

PR metrics, such as “potential reach” and “impressions” in isolation do not define the actual audience reached or provide any subsequent internal engagement with your organization. In contrast, colleagues managing paid channels do have metrics that quantify the dollar output of their activity and they can report on the exact individuals or collective audience consuming the campaign. The consequence for PR professionals when negotiating for internal resources is that they are disadvantaged by having an incomplete justification of PR’s value to the organization. 

Cision Impact: True Measurement of Earned Media Value  

For the first time ever, Cision is bringing to market technology that makes it possible for brands to measure the impact of earned media accurately. Cision Impact allows our customers to deliver in a detailed report, the value of their earned media efforts. 

Cision Impact leverages proprietary tracking technology that tracks earned media content. In addition, Cision has partnered with best-in-class advertising and data organizations to ensure complete coverage of earned media across the internet. With this AdTech-like tracking capability, PR professionals can now track a single press release view or influencer blog post view all the way through to a lead or shopping cart conversion. Furthermore, Cision Impact provides detailed demographic and firmographic data about your audience.

More specifically, Cision Impact Reports track:

1. Reach (True reach rather than potential reach/circulation) – Views, Unique Visitors, Repeat Visitors

2. Engagement – Click-Throughs, Image Views, Video Plays, Document Opens/Downloads, Audio Plays

3. Audience Insights – Demographics (B2C) and Firmographics (B2B)

4. Conversion – Client Site Sessions & Page Views, Lead Generation and Shopping Cart/Revenue

Cision Impact Report

Cision Impact Report.png

Plan, Execute and Evaluate PR Programs – In One Platform

Cision Impact builds on the Cision Communications Cloud’s ability to provide PR professionals with one powerful platform to identify influencers, craft and distribute campaigns, and attribute value from the broadest spectrum of media sources. For organizations that have more bespoke requirements – Cision Intelligence provides experienced industry professionals, human analysis and expertise to gain an even deeper layer of insights for clients.

The infographic below breaks down the five key steps to comprehensively manage earned media programs. And includes key metrics, generated by Cision Impact, to measure the true value of earned media activity.

Comms-Value-Infographic.jpg

Turning Point

The harsh truth is that no matter how great a PR campaign may seem, it is deficient unless communicators can attribute its business value to senior management. Today, with the advent of new technology, PR professionals can play on a level playing field with their colleagues who manage paid and owned media channels. Using data-driven tools, such as Cision Impact, PR professionals can communicate their earned media results using essential business metrics such as lead generation and revenue.

Call to Action (1).png

About Simon Bossick

Simon Bossick is a Product Marketing Manager at Cision, where he develops marketing collateral and documentation to support the Cision Communications Cloud. Previously, he worked for multi-national publishers (B2B and B2C) in Canada and the UK in product management and marketing roles.



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10 tips for purposeful, positive audience interaction

When it comes to public speaking, audience participation isn’t necessarily a good thing.

Of course, participation can make your speech memorable and exciting, but the goal is to create interactions that get the audience closer to embracing your ideas. Participation for the sake of participation is a waste of time. Keep the crowd engaged and on their toes, and show them that you value their time and want to connect with them.

To that end, here are 10 positive ways to interact with audience members to foster positive engagement and participation:

1. Ask a series of “raise your hand if…” questions.

The questions you pose throughout your presentation should gradually increase in degree of difficulty.

Within the first 60 seconds of a presentation, I like to ask the audience a simple question about themselves—then get them to respond by raising their hands. Why do this so early? A recent study on attention span during lectures showed that the first lapses in listener attention tend to happen within the first minute of the talk. So, by asking a question like this right away, you spark an interaction and establish a small, immediate connection.

If audience members are willing to raise their hands at the beginning of a talk, they might be more willing to follow your call to action by the end of your presentation.

2. Tell a joke.

A joke is a natural back and forth. It either asks the audience to answer a question, or it elicits laughter (hopefully).

A 2017 study in the Journal of Personality and Social Psychology proved that using humor improves people’s perception of you in a professional setting. So, try making your listeners laugh. They’ll think even more highly of you from the get-go.

[RELATED: Join us in D.C. for the 2018 Speechwriters and Executive Communicators Conference.]

If you’re not a natural comedian, get lots of feedback on your gags before trying them in front of an audience. Telling a bad joke—or even a good joke badly—is a great way to lose your audience.

3. Use a polling tool.

Polls cause people to think critically about what they hear and urge them to share their own opinions and expertise. Aside from the typical hand-raising poll, technology can help here. Put a question on the screen, then ask people to respond via their smartphone or laptop. There are many tools to collect responses, including Polleverywhere.com, a popular app that can collect and broadcast poll results in real time.

4. Turn to Twitter.

Social media can be a distracting enemy of presenters, but you can also use platforms like Twitter to your advantage.

Try creating a unique hashtag for your talk, and ask the audience to send tweets with your hashtag. You can use a tool like EverWall to project what people are tweeting about onto a screen in front of them.

Be strategic, though, about when and how often you display tweets. You don’t want to distract people. Choose a moment in the talk when you can step aside and let the opinions of the audience speak for themselves. Or, in a day packed with presentations, use Twitter in between talks to help boost audience interaction.

Displaying live content from Twitter encourages listeners to grapple with what they’re hearing during a talk, and it’s a great way increase the reach of your event.

5. Get the slides in people’s hands.

Presentation slides help you communicate your ideas clearly, but they can also get people to participate while you speak. You can use a tool like Beamium to let people access your slides via smartphone.

Another way to help people engage more with your slides is to invite them to snap a photo. Pause a moment, then say, “OK, everyone, take out your phones. This is the slide you want to take home with you.”

Not only do they get a nice visual takeaway, but you also get another moment to do a call-and-response with your audience.

6. Prop it up.

Using props is one of the easiest ways to interact with audience members. Using tangible items increases the number of senses engaged, which boosts your audience’s attention.

One example of a great speech that uses a prop is Jill Bolte Taylor’s “My Stroke of Insight,” in which Taylor used a human brain model as a prop to explain what happens during a stroke. People forget words, but props can drive home your message in a compelling, memorable way.

7. Get active.

The fact that you’re giving the talk doesn’t mean it has to be one-sided. For instance, you can instruct audience members to pair off, then give them five minutes to complete an exercise. This could be an icebreaker, or, depending on the setting, you might use the opportunity to help the audience develop useful skills you’re trying to impart, such as sales techniques or communication strategies. Whatever you ask of them, just remember that each back-and-forth helps you work toward your big request at the end.

8. Get people to repeat information out loud.

In a study on memory, researchers at the University of Montreal found that repeating information boosts a person’s ability to recall it later. So, by asking your audience to repeat key facts and concepts from your talk, you increase the chances they’ll remember what you said.

9. Take questions along the way.

Don’t wait until after your talk to answer questions. Designate times within your presentation when you collect and answer questions from attendees. You can use a tool like Sli.do, which enables audience members to submit questions in real time. Sort through those questions, and answer the ones you deem most appropriate.

This allows you to create more of a curated Q&A experience, instead of just winging it and hoping for good questions. Collecting questions through an app gives you a measure of quality control.

10. Create an interactive experience.

Your goal here is to make the audience feel that they are participating in something. Have them move around the room, but don’t ask them to do too much. You don’t want people to feel like something is happening to them.

One great interactive talk I attended was about how war and conflict affected the availability of different spices in certain regions of the world. Stapled to the program for the show were two small plastic envelopes. In each envelope was a flavored marshmallow, labeled A and B. At the right moment in the presentation, the presenter asked everyone to eat marshmallow A, then compare it against the taste of marshmallow B. In that moment, everyone in the room shared the same flavor experiences—and an enlightening realization about one of the many indirect costs of war.

Ultimately, your audience is going to participate in your talk one way or another. Try to control the nature of that participation by being smart about the ways you interact with audience members while you present. Don’t be afraid to directly engage them and dictate what they should be doing during your talk. Just remember, whatever you do, make sure you’re purposefully moving the audience toward embracing—and remembering—your big ideas.

Doug Neff is an executive speaker coach and content director for Duarte. A version of this post first appeared on the Duarte blog.

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Monday, January 29, 2018

Main & Twentieth by Landa Global in Vancouver

Main & Twentieth is a collection of 42 boutique one bedroom, two bedroom, and loft homes with stylish interiors, open layouts, generous outdoor spaces, and a beautiful, lush central courtyard. Located at the corner of Main St & E 20th Ave, Main & Twentieth is surrounded by all the eclectic shops, restaurants, schools, transit and diverse community resources that Main Street has to offer.

The post Main & Twentieth by Landa Global in Vancouver appeared first on Vancouver New Condos.



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Park Hill in Langley

PARK HILL is a new community coming soon to Langley’s Willoughby neighbourhood, located off 68th Ave and 201 St, in a peaceful residential neighbourhood giving you room to breathe. This boutique collection of 2 & 3 bedroom townhomes and contemporary 1, 2 & 3 bedroom condos is located in a quiet residential area nestled against 1,200 acres of lush parkland and community trails. Park Hill has two phases of development. Phase I is over 80% sold and moving quickly. Register now to have our team contact you with details about our remaining inventory, and for priority access to Phase II.

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5 Ways That Blockchain and Cryptocurrency Technology Could Change the Construction Industry Forever

[Note from editor: originally published on AEC Labs]

With Kodak recently announcing that it’s launching its own cryptocurrency to help protect digital photographers who sell their work on the web, we thought it would be a good time to take a deeper dive into blockchain technologies here at AEC Labs and discuss where they could have meaningful application for the construction industry in 2018 and beyond.

This is a rather long article (our longest so far here at AEC Labs!), so we’ll give you the punchline up front: the five areas where we believe that blockchain has the potential to truly disrupt the construction industry are in building information modeling (or BIM), smart contracts, the construction supply chain and schedulingpayment applications and liens, and insurance.

But before we can analyze its applications for each of these crucial areas of the AEC industry in more depth, we need to discuss some basic outlines of what a blockchain is.

How is a blockchain created and why is it so secure?

A blockchain is a continuously – and potentially infinitely – growing set of digital records, each of which is accessible to the public (or a closed group of users, as the case may be) over the internet. Think of it as a digital ledger whose entries are immutable – if any single entry in an infinite list of historical transactions is changed in any way – no matter how small the edit – every single user of the blockchain will know immediately. As new “blocks” of data are added to the chain, each user receives the new, updated version instantaneously.

The technology has its origins in the “double spending” problem for online transactions. Suppose you own some discrete amount of digital currency and want to pay your friend back for a recent dinner. Without some sort of mechanism for validating the transaction, you could essentially use that digital money to pay back your friend and then use it again for another transaction next week (or potentially an infinite number of transactions).

A centralized mechanism for validating payment to your friend would be a trusted third party (like a notary public, say, for paper transactions or the digital certificate authorities that enable https:// security.) But there are limitations – can you trust that third party to always act in your best interest in verifying the transaction? Here is where decentralization and blockchain technology comes into play.

The key to understanding blockchains is the hashing function.

A blockchain’s continuously growing set of digital records is organized into sequential “blocks.” Each block contains the transaction data (or data from a group of transactions, like purchases during a particular time period or all of the deeds to the houses in your neighborhood), a timestamp, and a “hash” that was generated by the previous block in the chain, all the way back to the “genesis block” whose data is used to generate the first hash in the chain.

The hash is the output of a cryptographic function (a mathematical process) that converts any amount of information contained in the block (the input, or in computer science terms a “string”) into an output that is the same size for all transactions that are parsed through the function. So you could potentially have an infinite amount of data that is reduced to, say, 256 random letters and numbers (if you apply the SHA256 function like most blockchains).

It’s relatively easy to run data through the function and to create the hash, but nearly impossible to recreate that data working backwards from the hash alone.

This is because changing even one character in the string – even adding a period to a sentence or flipping a single digit – will generate a completely different hash. For example, here are two hashes generated by the SHA256 hashing function run against a nearly identical sentence where the only difference is a missing period:

  • The brown fox crossed the street, 217dbd0cb5d5b92bedcbd52b35802ae403c3200410e61ffe1e23543ade73bf78
  • The brown fox crossed the street., 5b975ab4c64c313410fb39ea0dc4d7b09e893701b8dc417f3bec786e3933a080 

Once the new hash is generated, it is sent along with the data comprising the new block to the rest of the network on which the chain exists. If the network agrees that the new hash is valid (i.e. if nothing in the chain has changed, the same data will always generate the same hash for all users on the network), then the block is added to the chain. The new hash is then recognized as the latest version of the blockchain and the process repeats itself when the next new block of data is added to the chain.

This process can continue infinitely and allows many users to update the data set independently, communicate those updates securely to other parties on the network, and guarantees that each user will always have the most recent version of the data.

It also solves for the original “double spending” problem by ensuring that the data in each block was only the subject of one transaction (i.e. it can’t be changed or modified without the network’s knowledge as this would change the hash).

Now that we have a general understanding of how a  blockchain functions, what is a cryptocurrency?

Cryptocurrency transactions are all recorded on a public, decentralized ledger (i.e. a blockchain). At a very basic level, when Alice wants to send 5 Bitcoins to Bob, an algorithm confirms that Alice has 5 Bitcoins to send (by analyzing every transaction that has ever occurred in Bitcoin, all of which are listed in the ledger). If she does, then the transaction is added to what will be the next block in the ledger. Bitcoin “miners” (essentially other computers on the network) try and work out the first group of digits to the correct hash that will successfully add the block to the chain.

Once successful (this process takes about 10 minutes), the miner is rewarded with a fixed number of Bitcoins in his or her account (the number decreases over time as more Bitcoins are mined – the last one will be mined sometime in 2140 at the current rate), along with a small processing fee.

In this way, because there are a fixed number of them (21 million) Bitcoins are distributed into the global financial system somewhat randomly (unlike a central bank, say, printing paper currency.)

(This is admittedly a highly simplistic description of how Bitcoin functions – I suggest watching the video embedded below, which I thought was the best of what I found online describing how it works.)

So, with all of that background, how can this technology possibly impact the construction industry?

With most contractors and subcontractors still preparing lien waivers and payment applications by hand, how can blockchain technology or even a cryptocurrency realistically have any effect on improving the industry’s productivity and efficiency?

The possibilities are actually endless, and really only limited by your imagination. But here is our list of the top 5 ways that AEC Labs believes that blockchain technology could improve the construction industry sooner than you think.

  1. Building Information Modeling (BIM)

The applications for blockchain to improve the reliability and security of BIM (building information modeling) tools could be dramatic, particularly as more projects use increasingly sophisticated BIM models. What happens if there is an error in the model or if something – or someone – changes a component without communicating that change to the rest of the project team?

Blockchain tools could log infinite amounts of data about a particular component of a BIM model and ensure that it cannot be changed – but if it is, communicate who made the change instantaneously. There would be no confusion over ownership if there is an issue. And the security offered by blockchain would provide more comfort to parties who are leery of horror stories from BIM-related claims on construction jobs.

  1. Supply Chains & Construction Schedules

One reason why increasing efficiency and productivity in the construction sector has been so difficult is that supply chains to construct buildings and infrastructure assets are highly fragmented. Materials may be sourced in one part of the world, specified by a designer in another, and then requested and installed by a subcontractor at the direction of a construction manager.

This, of course, creates layers of transaction costs and compounds the inefficiencies that continue to plague the AEC industry. But blockchain technology has the potential to drastically streamline the construction industry’s supply chain (and those for any number of other industries, too).

For example, at the moment a piece of equipment or pallet of materials are delivered to a job site, the transfer of title or digital cash could automatically trigger a linked obligation upstream – say for the supplier to ship the next pallet or for the next item on the project schedule’s critical path to be initiated.  These obligations would take place automatically, coded into the “smart” contracts that constitute this particularly kind of blockchain.

  1. “Smart” Contracts

Underpinning any blockchain-powered supply chain or construction schedule would be “smart” contracts. These contracts could use blockchain technology to actually enforce the obligations that are set forth in what we would consider to be a traditional contract.

For example, imagine a construction world where the obligations in every form industry contract – AIA, DBIA, ConsensusDocs – exist on a blockchain-powered platform instead of today’s clunky traditional, mostly paper contract documents.

Each obligation in the contract could be digitally added to a blockchain and then tied to automatic outcomes (like payment of digital currency, the imposition of digital liquidated damages,  the release of digital retainage, or even the transfer of title to any kind of asset) once the software validates that the triggering condition is satisfied.

There is no gray area or middle ground or room for disputes because either the condition was satisfied, or it wasn’t; the computer network controls all possible outcomes, which exist in a limited universe of possibilities that are coded directly from the contract.

Complex blockchain construction contracts might be deep into the future. But for two-party, straightforward form agreements, blockchain technology offers the potential for a streamlined, efficient way of improving how construction contracts are selected and administered.

  1. Payments (including payment applications, liens, and lien rights)

Similarly, payment obligations and receipts could all be tracked in a blockchain ledger. If a contractor satisfies the digital conditions for payment, the software will automatically make a payment and, in return, instantaneously return a waiver of lien or any other digital document that is required by the contract.

Perhaps liens and lien rights will change too – with blockchain technology, every transaction will be tracked, recorded, and distributed over the blockchain so there will be no dispute over, say, misappropriated trust funds, pay-when-paid  or pay-if-paid obligations, and whether payment milestones have been satisfied.

Regardless, removing paper processes like time-consuming payment applications will increase productivity, help projects proceed more quickly, and reduce costs. Already we’ve seen fintech and contech startups like New Orleans-based Zlien attacking the fragmented, segmented nature of the construction supply chain. Blockchain technology is the logical next step in that evolution.

  1. Insurance

Blockchain technology has the potential to dramatically change the way insurance policies are written. For example, there has already been discussion of “temporal” insurance policies that would only be in place while, say, while you’re driving your car or performing construction work on a project site.

This would decrease the cost to you and – coupled with Internet of Things technologies that could inform the blockchain about conditions as they exist in the real world – weather, for example – increase the efficiency of markets generally.

For the AEC industry, the applications could be similar. Intelligent wrap-up policies could know exactly who was on the site – and when – and structure rates and apportion liability based on what actually happened in the field without the need for litigation.

If you’re still with us, what do you think of our list? Did we miss any areas where you think that blockchain and cryptocurrency technology could change the way the AEC industry does business?

[Note from editor: originally published on AEC Labs]

The post 5 Ways That Blockchain and Cryptocurrency Technology Could Change the Construction Industry Forever appeared first on GeekEstate Blog.



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