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Understanding Google

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Frederic Kalinke is a valued partner of Birkbeck College. He is founder of Exactimo that delivers digital marketing bootcamps and digital audits based on his experience of working at Google. His programs equip students with practical knowledge so they can fully benefit from the digital opportunity, and are popularly attended and reviewed by Birkbeck students. This year, Frederic ran workshops on: 14 February, 11 March, 13 October, 8 November. More workshops will be scheduled for next year.

What is your background?

I started out on Google’s graduate program, where I managed multimillion pound advertising budgets across AdWords, Display and Video for a number of clients from different industries. I also got a taste for product innovation by obtaining a patent for a new application that transforms YouTube into an audiovisual What’s On guide. The most enjoyable thing I did, however, was to develop my own methodology to teach Google’s myriad of solutions to businesses of all shapes and sizes.

What are you working on now?

I am MD of an advocacy marketing agency called Digital Animal. We’ve built a platform called Amigo that enables brands to deliver campaigns that transform customers into marketing assets. We believe that the digital revolution is not about the always-on connection brands have with their customers and prospects, but the connection between customers. Marketing’s goal should be to encourage and facilitate the conversations that happen when brands are not in room. Amigo delivers personalised experiences to a brand’s best customers and their friends, mirroring the experience a valued customers gets offline in their local shop. I also run Convertd where I teach digital marketing to advertising agencies, management consultancies and law firms.

How and why did you come up with the Understanding Google workshop?

We are living through a period of unprecedented transformation. The internet has ripped apart and redefined several industries within a short space of time. In order to stay on top, I believe people need to understand the principles driving online business, particularly how one acquires and retains customers in a digital age. Early in my workshop I say that understanding how Google works is as important to a business as having a bank account. It’s elementary to survival.

The workshop itself is the product of thousands of discussions with businesses. The mechanics of Google – SEO, AdWords, Display, YouTube, Analytics – and digital marketing in general is a complex subject with many interdependent parts. There are three building blocks in my teaching. First I dedicate enough time on setting the context through a number of icebreaker and thought experiment exercises. We review the digital opportunity, explain the difference between traditional and online advertising and explore the importance of data-driven decision making. Secondly, I make the workshop as practical as possible. There is a lot of audience participation and I make sure to display a cumulative glossary so that the audience can see the concepts they are learning and can put them into a context. This is because I am a big believer in the proverb that “if you tell somebody to do something they will forget, if you show somebody something they will remember, but if you involve somebody they will understand.” Thirdly I use metaphors to teach as they make the unfamiliar familiar and the new memorable. For instance, I use empire building, fishing, football and restaurants as a way to make key digital marketing concepts come alive.

What do you think students gain from attending your workshop?

Attendees will leave the workshop understanding the power of digital advertising as well as practical insights into Search Engine Optimisation (SEO), AdWords, Display, Social Media advertising, Youtube and Google Analytics. Overall I teach over 35 concepts and run a practical exercise within a 2.5 hour workshop so it’s pretty intensive. I also hope attendees leave inspired and empowered, appreciating the power that their newfound knowledge provides them, given that all industries have and will continue to be disrupted by the internet.

What are your motivations for participating in UpScale and partnering with Birkbeck College?

I am a big believer in the power of education and the idea that life is a path with no set destination. Birkbeck as an institution embodies this philosophy by offering courses for people to reskill and zig-zag. I get a lot of energy from teaching people from all backgrounds, ages and walks of life who are investing in their careers. The Upscale program is of particular interest as it focuses on technology and emphases women in tech, ethnic diversity and people with disabilities, all of which are very positive things.

What’s next for you?

My objective is to make Amigo, our technology platform, a global standard. I’ll be happy if marketing teams from around the world use Amigo to deliver highly effective and magical marketing experiences to their customers. I also want to continue running Convertd workshops across London as there’s nothing better than seeing people empowered to make the most out of the digital revolution that continues to spark and spread around us.

Testimonials from student attendees

“Really good at appealing to people who came in knowing nothing to those who already had a basic knowledge. Moved at a fast pace and kept everybody involved”

 

“The resources the Presenter included in the workbook provided for one to do more studying”

 

“Powerful insight around the behind the scenes and little known “secrets” of Google and Google Analytics. For example the How the Quality Score can reduce the cost of AdWords. Huge thanks to the Upscale Programme and Team”

 

“A complex subject was communicated in a clear and understandable way with an engaging and interesting presentational style”

 

“The presenter was able to deliver a digestible presentation and there were a few ‘eureka’ moments”

Iron Men

Having completed an MA Victorian Studies at Birkbeck over a decade ago, David Waller, author of the new book Iron Men, takes a look at the life and work of Henry Maudslay, linchpin of the industrial age

There were two very good reasons for launching my book Iron Men — about Victorian engineers — at Birkbeck recently.

The first wasiron-men-cover that when Birkbeck was founded in 1823, it was known as the Mechanics’ Institute, and the men who attended the evening classes in those days were the Iron Men in the title of my book. I’m sorry to say these early mechanics were all men: no Iron Women at all at this stage of the Industrial Revolution.

They were the engineers who designed and built the machinery that defined the age — powerful steam engines, railways and locomotive engines, ironclad ships, machines that made other machines (machine tools) and the complex equipment used in the textiles industry. These and other inventions helped turn the UK into the “workshop of the world,” the undoubted leader of the industrial world by the middle of the nineteenth century.

Iron Men focuses on Henry Maudslay (1771-1831), who came from a humble background as the son of a storekeeper at the Woolwich Arsenal. He shot to prominence after he worked with Marc Brunel, father of the more famous Isambard Kingdom Brunel, to design and build the machines used in the revolutionary Portsmouth block factory. This was the world’s first assembly line, producing more than 100,000 pulley blocks a year for the Royal Navy: a site that pointed the way to the mechanised future and became a tourist attraction.

Maudslay also built the tunnelling shield used in the construction of the Thames Tunnel from Rotherhithe to Wapping. Completed in 1843, this was another industrial wonder of the age, attracting 100,000 foot passengers on the day it first opened and 2m over the first nine months. Queen Victoria herself visited it by barge, and narrowly avoided a fatal collision with a steamboat. Unfortunately the tunnel proved a commercial white elephant, and in the way of many modern infrastructure projects, lost lots of money for its investors before being sold off to a railway company.

With the profits from Portsmouth, Maudslay opened a factory in Lambeth, just south of Westminster Bridge near the Thames. In time, this became one of the biggest engineering concerns in the UK, employing 500 people by the middle of the century. The company became one of the world’s leading manufacturers of marine engines used to power steamships. Maudslay engines drove Brunel’s Great Western, the first scheduled passenger ship to cross the Atlantic, which had its maiden voyage in 1837.

Henry Maudslay himself was self-taught and did not attend the Mechanics’ Institute, but undoubtedly many of the men he employed did. His factory attracted the brightest and best mechanics of the age, just like Google and Apple attract the best software engineers today. Among those who trained there were Joseph Whitworth, James Nasmyth and Richard Robert, all three of whom left London for Manchester where they became the top engineers of the Victorian age.

They and their peers were hungry for knowledge, and had their own Mechanics Magazine, which complemented the evening classes with articles on maths, trigonometry, chemisty and physics as well as practical engineering.

Given Birkbeck’s roots, it felt especially appropriate to launch the book in the Keynes Library. The other reason why Birkbeck was was the perfect location is that, like the students of the 1820s, I too am a graduate of the former Mechanics’ Institute, having completed the MA in Victorian Studies more than a decade ago. That was a formative experience, fortunately with no physics, chemistry or trigonometry, awakening a passionate interest in the social history of the nineteenth century.

Iron Men is the third book I have written about the Victorians since my time at Birkbeck, the others also delving into obscure or forgotten aspects of the Victorian past. The first was The Magnificent Mrs Tennant, the life of the Victorian Grande Dame Gertrude Tennant, and the second The Perfect Man, an account of Eugen Sandow, the fin de siècle body-builder famed for having the best body in the world.

So Birkbeck can be blamed for inspiring an interest that has absorbed most of my free time for more than ten years.

I have had to combine the writing with a full-time job, but this has proved no bad thing. For example, it helped me get a job in a finance company. In the job interview, I spoke with my prospective boss for one hour about Gustave Flaubert, the great French novelist who was Mrs Tennant’s paramour. I got the job.

Thereafter, whenever there was a sticky moment, I reminded my boss that I got the job because of my knowledge of Flaubert, not my understanding of the investment management business where I worked.

This is not quite the experience of the pre-Victorian mechanics, but still proved the practical value of a Birkbeck education!

Not Only Lewandowski: the resurgence of Polish football

This post was contributed by James Fisk, graduate administrator at the School of Business, Economics and Informatics

The Polish national stadium in Warsaw

The Polish national stadium in Warsaw

There are few things rival football fans set aside their partisan passions for. Indeed, there are also few places with rivalries as pronounced as in Polish football, a place where rivalries can become enmeshed in local politics, cultural identity and even criminality. But, for all the bitter rivalries present, there is one thing most fans will agree on: Polish football is not what it used to be.

During its heyday in the 1970s and 80s, Polish football saw its national team reach two World Cup semi-finals (1974 and 1982) and three of its domestic teams (Legia Warsaw, Widzew Łódź and Górnik Zabrze) reach the semi-finals of the European Cup (now called the Uefa Champions League).  Players such as Włodzimierz Lubański, Kazimierz Deyna and Zbigniew Boniek were the envy of Europe’s biggest clubs and helped cement a golden era for Polish football, an era all the more distinguished by failures played out in the following two decades.

Between 1997 and 2015, there were no Polish teams in the Champions League and between 1987 and 2002 the national team failed to qualify for either the World Cup or the European Championships – a devastating indictment of a footballing regime that had become mired in match-fixing and corruption scandals, culminating in its league champions being punitively relegated, over 100 arrests of players and officials and the entire board of the Polish Football Association being suspended in 2007/08. This nadir signalled an overdue change in the fortunes of Polish football. Euro 2012 served as a catalyst in forging a new identity, ethos and strategy that could launch Polish football back to its position among football’s elite teams and nations. It is this ascendency that brought Robert Blaszcak, a sports media executive and commercial consultant to clubs, federations and media groups, to Birkbeck to discuss this transformation and moving past Euro 2012.

Discussing the steps necessary to a resurgent Polish game, Blaszcak highlighted some crucial areas of development taken by the Polish FA. The most immediate would be the benefits of hosting tournaments and events, as Euro 2012 saw £26 billion invested into infrastructure, something that has provided a platform for the remaking of Polish football. Another chief component was the rebranding initiative that introduced new logos, crests and fan engagement strategies. This, along with securing themselves as hosts for the 2015 Europa League Final and significant investment into youth and women’s teams, has recalibrated the dominant narrative around the Polish league, the ‘Ekstraklasa’, and created a new identity separate from the tarnished one of the 90s and 00s. Furthermore, the league itself has been restructured to avoid scandals of the past, with a transparent distribution model maintaining domestic competition and allowing bigger clubs to still compete in Europe. Indeed, the salary to revenue ratio in the Ekstraklasa is at 52%, something British clubs such as Chelsea, with a ratio of 68%, must see as a far healthier balance between revenue and talent.

Central to galvanising Polish fans however, have been the creative and concerted efforts of club marketers, with a robust commitment to bringing in new fans and those who were disillusioned some years ago being targeted with creative and engaging marketing campaigns. This has translated into games being populated with many younger people, a crucial aspect in creating a sustainable following for clubs and guaranteeing the future of the domestic game. During the ‘dark years’ for Polish football, many young fans adopted ‘second teams’ that would compete in the Champions League, whiletheir hometown clubs failed to reach the group stage. Although events on the pitch are beginning to reflect these positive changes, events off the pitch still have a long way to go, as evidenced by Legia Warsaw’s recent dramatic draw with Real Madrid – a fantastic result marred by the fact it was played behind closed doors due to fan trouble. While many problems persist, particularly in the influence of local politics and crowd trouble, Polish football looks finally set to redeem its golden years.

Robert Blaszcak’s talk was part of the Birkbeck Sport Business Centre public seminar series, an opportunity for open discussion and dialogue, with guest speakers chosen to reflect current trends and issues in the sporting world. You can see their upcoming events by visiting their website.

Black Scholars in Critical Dialogue: Confronting Racism in the Academy – Reimagining the Disciplines

This post was contributed by Dr William Ackah, lecturer in Community and Voluntary Sector Studies, who is based within Birkbeck’s Department of Geography, Environment and Development Studies (GEDS). He has just received a Fulbright All Disciplines Award to enable him to research at the Pittsburgh Theological Seminary.

When I was a young man, 16 or 17, doing O-levels and then A-levels in Waltham Forest East London, my dad would allow me to come to central London with my friends to go Foyles bookshop to buy exam past papers and revision guides. He believed education was the key to success in this country, and my parents – who were factory workers and first generation migrants from West Africa – sacrificed a great deal so that we would be successful at school and go on to this mysterious place that I knew little about except that it was grand and important and called university.

So my friends and I would go to Foyles, get the papers and then go into Soho to buy cassettes and second-hand records, and we would talk and share dreams about our aspirations. Sometimes we would pass by some of the hallowed London institutions, such as University of London, London School of Economics and Kings College, and look and think: could these really be places that we could attend. Do black people and ethnic minorities even exist in these places? I think I remember seeing Stuart Hall on television and knew that he was associated with the Open University but that was the full extent of my seeing universities and black experiences associated together.

Looking back on those times, it is amazing to think that some of us actually got to study in these hallowed places and now to actually work in one of them. For Black Scholars to engage in a critical dialogue within the higher education space is in one sense therefore quite remarkable. The paths that we have trod to carve out a space for ourselves in the academy have been long and hard. I can remember that when I graduated it made my family, my church and my community very proud. My Dad, who had very few pictures in the house, always had the graduation pictures of his children hung up on the wall – perhaps they signified a vindication of the decision he took to migrate and the struggles one had to endure in a hostile and racist climate of late 60’s and 70’s Britain.

So some of us have made it into the hallowed university, but here is the rub: entrance and acceptance into the institutional space of higher education has not resulted in freedom, liberation or advancement for many in our communities. We paved the way for black and minority ethnic students to enter into the academy and now as students they are entering into these spaces in droves on a dream of acceptance of advancement. But far too often they are getting a second class experience, feel alienated and not fully accepted and end up with second class results. They look around their institutions and see that their teachers, what they were being taught and the fabric and feel of the institution was white, pale, stale and that possibly they had been deceived. As the words of Bob Marley poignantly stated in his song Babylon System: “Building Church and University, deceiving the people continually, me say them graduating thieves and murderers, look out suckin the blood of the sufferers”.

It could feel for black students, staff and community that on entering the university space their life blood is being sucked out of them. If black experiences are studied at all it is as social, economic, political, health, criminal justice, and environmental problems that need to solved and that blacks do not have the skills and talents to solve them themselves. White academics who have studied us and researched us are the ones to ‘rescue’ us. Universities operating in this vein are reminiscent of colonial spaces, where education, religion and history were flung in the faces of Africans as reminders of how Europe was advanced and other people were backward. Africans needed to come to school to unlearn their heritage and culture and learn to value that of Europe. They needed to get rid of their gods and superstitious practices and adopt the gods of Europe and they needed to understand that they had no history, no philosophy, no academic enterprise that was of any value, and that their history and knowledge production starts and ends with Europe. This was how it was in colonial times and, it might argued, that this is still being replicated in the higher education system today.

That is why Black Scholars, students and increasingly the community are coming together to challenge these notions, and to think about how our disciplines and institutional spaces can be re-imagined and re-shaped to give value and dignity to marginalised minority communities. We want to see a higher education system that gives credit and value to the experiences of people of African descent and others who have suffered mis-education in the university system. We want to move beyond acceptance and access to the colonial mis-education project to recognition, advancement and genuine liberation both within and ultimately outside the institutional space. This is a crucial enterprise, to transform the partial-versity into a truly universal education environment genuinely fit for all.

Dr William Ackah, Birkbeck, University of London organised the Black Scholars in Critical Dialogue event at Birkbeck, University of London on 13 September 2016, with Dr Althea Legal-Miller, University College London and Dr Robbie Shilliam, Queen Mary, University of London and with the support of the Birkbeck Institute for Social Research. A podcast of the event is also available.