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Photo Credit: Sandy Nicholson / FUZE Reps Longing for your next adventure? Look no further because CAA South Central Ontario (CAA SCO) has unveiled a new set of luxurious travel packages designed for travellers who are ready to embark on an iconic Canadian adventure. As part of each package, travellers will be flying on a CAA chartered jet with all business class seating, offered in partnership with Air Canada. They will be joined only by those travelling on a Premier Collection tour. Itineraries are curated with affordable luxury in mind. “Our research has shown us that Canadians are looking to experience travel in a more intimate setting and at this time, are still looking to stay closer to home,” said Susan Postma, Regional Manager, CAA. “By coupling the best of Canadian culture, food and heritage, with the safety and luxury of travelling on a CAA chartered plane, we are confident that these packages will give travellers a delightful option to start exploring again.” Travellers will rediscover the nation’s greatest sights, sounds and smells on one of five journeys showcasing Canada’s unforgettable wonders and hidden gems. “For many of us, travelling again for the first time is a momentous occasion and we wanted to make that extra special by cultivating a premium experience with the utmost attention to health and safety,” said Postma. “Each destination encourages travellers to immerse themselves in every moment and create lasting memories.” Packages feature everything from stargazing to whale watching; enjoying a pancake brunch on a maple farm to World Famous “Digby Scallops” in Nova Scotia; witnessing the highest tides in the world in New Brunswick to taking in Quebec’s most breathtaking waterfall and many more unique experiences in between. “We are very pleased that CAA is recognizing our superior customer service in choosing Air Canada for its unique, luxury travel packages. Our private charter service, Air Canada Jetz, is specially designed for ultra-premium customers, such as pro athletes, celebrities and music stars, ensuring CAA’s explorers will travel in extraordinary style wherever their adventure takes them,” said Eric Bordeleau, senior director, Network Scheduling and Charters at Air Canada. Tours and dates include: Glorious Lakes and Glaciers: Banff, Jasper and Beyond (August 13-20, 2022) – 8 Days Savour Quebec: A Culinary Journey Through Quebec City, Charlevoix and Montreal (August 15 – 24, 2022) – 10 Days Rich and Enticing Quebec: Explore the Spectacular Gaspé Peninsula (August 15 – 24, 2022) – 10 Days Magical Maritimes: Acadian Culture, Delicious Flavours and Historic Charms (September 10-19, 2022) – 10 Days Platinum Journey - Mountains and Memories: Wonders of the West and Rocky Mountaineer (September 13-21, 2022) – 9 Days CAA Travel has over 50 years of experience in helping members plan and book unforgettable travel excursions around the world. CAA’s new Premier Tours Collection packages are part of CAA’s Extraordinary Explorations collection and range in price starting at $6,300 CDN. Extraordinary Explorations is CAA’s collection of unique travel adventures designed for adventurous travellers looking to embark on a luxe vacation for an affordable price. Experience one-of-a-kind destinations, intriguing itineraries and exceptional excursions. Available as escorted and hosted packages, every exploration is guaranteed to create lasting memories. The 2022 Premier Collection packages can be purchased at all CAA stores or by phone at 1-844-202-8045. Click here for more information.
Aston University partners with HSBC UK to support black and ethnic minority student entrepreneurs
HSBC UK launched new student incubator programme in March 2022 Aston University is one of five universities in the country collaborating with HSBC on the pilot programme The programme will support BAME students to bring their business ideas to life. Aston University is partnering with HSBC UK on a new pilot student incubator programme to support black and ethnic minority students to start new businesses. It is one of five universities in the country working in collaboration with HSBC UK to pilot a competitive enterprise programme that will target aspiring entrepreneurs from under-represented and low-income backgrounds to bring their business ideas to reality. The programme will support students of black and minority ethnic backgrounds from Aston University, University of Bedfordshire, De Montfort University, University of East London and Kingston University to bring their commercial aspirations to life. The programme is now live, with successful candidates from each university embarking in March on a 12-week bespoke course run by Start Up Discovery School. The programme will culminate with a finals day to be held in HSBC UK’s Birmingham head office in June. The successful candidates will receive one to one HSBC UK mentoring from commercial banking relationship directors, alongside guidance from the Start Up Discovery School, access to HSBC UK customer webinars and some modest financial support to enable them to bring their commercial ambitions to fruition. It is hoped that the pilot will provide a model for other banks and financial institutions to emulate in collaboration with universities as a way to nurture talent, encourage innovation, and offer support to aspiring entrepreneurs from underrepresented and low-income backgrounds across the UK. Kemi Badenoch MP, Minister of State for Equalities, said: "We’re pleased to see HSBC act on the Commission’s recommendation by launching their Student Incubator Programme to collaborate with a number of universities across the UK. “The programme is designed to support aspiring entrepreneurs from disadvantaged backgrounds to bring their commercial ideas to life and help entrants to attain the business skills they need to aid their long-term success. “We want programmes like this to encourage more people from ethnic minority backgrounds to flourish and to build the next generation of entrepreneurs.” Peter McIntyre, head of small business banking, HSBC UK said: “We are delighted to support new aspiring entrepreneurs and look forward to seeing their creative ideas at the pitch day at our HSBC UK head office in Birmingham. “We are committed to ensuring that access to finance is fair and open to all entrepreneurs and are delighted to be able to further enable these students to start their businesses and to nurture their entrepreneurial talent.” Paula Whitehouse, associate dean for enterprise in the College of Business and Social Sciences at Aston University, said: “Aston Business School is delighted to join HSBC in the development of this major initiative to support the entrepreneurial aspirations of black and ethnic minority students. “The HSBC Student Incubator Programme will provide all-important national networking and expert support to help our leading student entrepreneurs with their new ventures. “We were delighted to be invited by HSBC to help shape this exciting initiative which will support Aston University’s mission to promote inclusive growth in our region and give our innovative students a unique opportunity.” Gosbert Chagula, co-founder of Start Up Discovery School, said: “The early support that entrepreneurs receive, particularly in the early stages, really does have a disproportionate impact on their long-term success prospects. “This impact is even more pronounced when concerning ethnic minority students who typically may not benefit from deep social and professional networks or early funding from family and friends. “This programme is designed to both nurture and grow participants whilst ensuring they are connected to wide ecosystem of support from both across HSBC and beyond.”
Podcast: Women in business - why it’s a strength, not a weakness
Self-confidence is the key when it comes to overcoming barriers in the male-dominated boardroom Unlock the value of mentoring and the ‘coaching culture’ to get the best out of yourself and your business Successful female business leader launched company while doing an MBA at Aston University and caring for her baby. Budding female entrepreneurs should ignore the “voice on the shoulder” undermining their confidence and fulfil their dream of starting their own business. That is the advice given by a professor at Aston University and a successful female business leader in a podcast created to mark International Women’s Day on 8 March. Helen Higson, professor of higher education learning and management at Aston Business School, spoke about the challenges facing women in the latest episode of the ‘Aston means business' podcast series, presented by journalist Steve Dyson. Daniella Genas, who launched her consultancy company She’s The Boss International while studying for her MBA at Aston Business School, was also interviewed on the podcast. Professor Higson, who was awarded an OBE in 2011 for services to higher education, said she had three main tips for women seeking to start their own businesses. She said: “Be yourself, be authentic, don’t try to mimic anyone else, and don’t let that voice on the shoulder chipping away at your confidence win out. “Where this lack of confidence comes from, I do not know, but self-doubt can really get in the way, so have a conversation with your lack of self-confidence by saying ‘shut up you, I will show you’.” The second piece of advice was to “challenge yourself kindly, be very kind to yourself, and don’t beat yourself up”, while the third was to grasp the “power of mentoring and coaching”, with Professor Higson herself having trained as an executive coach during lockdown. She added: “Coaching culture is fashionable now but it’s actually only trying to help people to take responsibility for maximising their own performance.” Daniella Genas, who also completed the Goldman Sachs 10,000 Small Businesses programme at Aston Business School, has similar advice for women looking to emulate her success. She explained that the first issue was for women to “see your difference as a strength, not as a weakness”. She said: “If more women embraced their femininity, their knowledge and competence, and stop allowing the fact that they are women to make them second guess themselves, we’d be able to get so much further.” Ms Genas said women entrepreneurs should also focus on key systems when building businesses so they are not heavily reliant on the owner. She said: “If you do need to step away to have a child, you are [then] not put in a position where you have to sell your business”. That is particularly relevant to Ms Genas as she was forced to sell her first business, Aspire For You, which she set up in 2006, after becoming pregnant with her first child. However, that decision led her to study rather than go on maternity leave, starting with the Goldman Sachs 10,000 Small Businesses programme and then the MBA at Aston Business School, while caring for her baby. Goldman Sachs 10,000 Small Businesses programme, she recalled, “really changed my mindset”. She said: “I found there were businesses double, triple, quadruple the size that I had that were facing the exact same challenges and problems.” Daniella, who obtained a distinction with her MBA, said completing the programmes gave her the confidence to say ‘I am as good as anybody else and probably better in many areas’. She added: “The idea that I may be seen as less than because I am a woman kind of left my brain.” Her company, which helps female-run businesses grow but in a sustainable way, recently became She’s The Boss International after taking on clients in the US and St Maarten. It is a far cry, she says, from being told by teachers at her comprehensive school that she should set her sights a bit lower, even asking her ‘have you considered being a cleaner?’. Professor Higson said Daniella’s story demonstrated the value of education and energy. “You shouldn’t see anything as a barrier,” she said. “I am quite small, 5ft 2in, and one woman leader said to me: ‘You’re going to find it very difficult to be a female leader because you are so small.’ I replied ‘I may be small but I make up for it with my energy.’ It’s about your impact rather than what you look like.” Episode 7 in series 4 of ‘Aston Means Business’ podcast can be found HERE.
Podcast: Russia expert discusses fears of Putin's 'madness' over Ukraine
Speculation that isolation caused by Covid-19 pandemic could have affected his state of mind Closest advisers said to fear for their lives if they speak out against him Potential scenarios considered include a ‘heart attack-style’ assassination of dictator by senior military and secret services. Two years spent isolating during the coronavirus pandemic have led to a debate that Russian President Vladimir Putin has gone ‘bonkers’, resulting in the invasion of Ukraine. There is now even speculation that only a “heart attack-style” assassination of the dictator by his senior military and secret services could prevent Putin from seeking to expand his borders even further. These themes were discussed by Dr Elisabeth Schimpfössl, a senior lecturer in sociology and policy at Aston University, and author of the award-winning book Rich Russians: From Oligarchs to Bourgeoisie. Dr Schimpfössl, speaking about the ongoing Russian invasion of Ukraine as part of the 'Society matters' podcast series, presented by journalist Steve Dyson, explained there were two reasons why Putin had decided to invade its neighbour. She considered two potential reasons behind the invasion: “The first is he has always had ambitions to incorporate eastern Ukraine and, particularly, keep NATO at bay and not have it anywhere so close to Russia’s own borders. The second thought is whether Putin might have simply lost it, in a clinical sense.” Dr Schimpfössl said Putin had been “extremely isolated” during the pandemic, with very few people allowed to see him in his “bunker”. She added: “It might well be, as bizarre as it sounds and unimaginable as it might be, that he is losing it and courting advice from people who have such fear of him that they would say what he wanted to hear.” While such madness is currently pure speculation, Dr Schimpfössl explained how people close to him would potentially “fear for their lives” if they contradicted him or alerted him to what a “crazy idea” war was. She said Russian Foreign Minister Sergey Lavrov, whose daughter lives in New York, had wanted to retire “years ago” but Putin would not let him. And she mentioned claims that the former head of Russia’s foreign secret service died from an apparent heart attack after he “pretty much messed up” the poisoning of double agent Sergei Skripal in Salisbury in 2018. She said: “It’s pretty obvious that similar fears were deep in the bones of all the closest entourage of Putin. They all know pretty well how the system works.” Dr Schimpfössl described reports on how opposition activists and investigative journalists “suddenly, suspiciously, jump off their balcony to their death. And they threaten people that if they don’t jump then their family will suffer”. She suggested that Russia’s billionaire oligarchs could have taken measures if they had seen what was coming. However, the European Union had now added oligarchs onto the sanctions list for the first time after being deeming them “Putin’s cronies” instead of business leaders. Dr Schimpfössl said: “Until Friday, Putin’s plan was to succeed within maybe a week and sanctions would have become effective in weeks, or months from now. Now things have changed and the EU sanctions have gone a big step further on.” She said it will be a “catastrophe” for Russia’s oligarchs now they are subject to sanctions. The only thing that could “save their skin”, she added, is if they create an image of being “anti-war, anti-Putin”. But would this help stop Putin? “Not if he’s completely gone bonkers, then nothing will stop him,” Dr Schimpfössl again speculated. “It makes him extremely dangerous in terms of his announcement of using nuclear weapons. It would be the maddest possible thing to do, but there is no guarantee anymore.” The only thing that could stop him, she hypothesised, was if Putin suffered the similar fate of a “sudden heart attack” following a “silent coup” by Russia’s top military and secret services, although it is pure conjecture that any such actions are being planned. Opinion polls in Russia suggest that only 40 per cent of the population support the action against Ukraine, compared to 80 per cent over the annexation of Crimea in 2014. Dr Schimpfössl said she hoped negotiations between Russia and Ukraine would lead to an agreement, but added: “We know from history when an aggressor sees itself being on the losing end, or things not go according to plan, they often lash out at the very last moment. Any escalation of the conflict could easily and very quickly get very cruel and barbaric.” Episode 1 in series 3 of the ‘Society matters’ podcast and all previous episodes can be found HERE.
EY Government and Public Sector Cyber Security team and the Cyber Security Innovation (CSI) Centre at Aston University won £180,000 in funding from the Department for Digital, Culture, Media and Sport Experts will work with the UK Government to find appropriate opportunities for investment in cyber security The research will map blind spots within the UK’s regional security innovation systems. Cyber security experts at Aston University will work with the Government to support its national cyber security strategy by mapping blind spots in the UK’s regional cyber security systems. The Cyber Security Innovation (CSI) Centre at Aston University will work with EY Cyber Security Consulting on the £180,000 project for the Department for Digital, Culture, Media and Sport (DCMS) to research and map the UK cyber security ecosystem. The project will consider the current environment, conditions and interventions that exist to influence or affect companies providing cyber security products, services or solutions to support and contribute to the development and growth of cyber security businesses in the UK. The aims of this research are to provide the DCMS with robust evidence of a region-by-region picture of where public, private, academic and industry support mechanisms are in place and to identify service and geographical gaps in their provision. It comes after the CSI Centre helped launch the UK government’s National Cyber Strategy 2022 in Birmingham at a special event last December, for which Aston University professor of cybersecurity management, Vladlena Benson, was an instrumental member of the organising committee. The current project will enable the strategy implementation to support the UK Government’s ambition to grow innovation and academic research in cyber. Dr Anitha Chinnaswamy, lecturer in cyber security management at the CSI Centre at Aston Business School, says: “From the datasets collected that includes different cyber security businesses, incubators, accelerators, clusters, academic centres of excellence and other different mechanisms from across the UK, analysis will be conducted to provide a region-by-region basis of practices involved. “The mapping of the cyber security landscape will also enable the enhancement of skills and diversity across the cyber security sector. “The diversity in cyber security market lags other digital sectors, with the cyber workforce consisting of only 15% females, 16% ethnic minority backgrounds and 9% neurodivergent. The results of this project will be an important contribution for the government to foster the growth of a sustainable, innovative, and internationally competitive cyber and information security sector.”
Aston University appoints new Vice-Chancellor
Aston University is delighted to announce that Professor Aleks Subic has been appointed as its next Vice-Chancellor and Chief Executive. He succeeds Professor Alec Cameron, who stepped down after five years in December 2021. He will take up the post in August 2022, until which time Saskia Loer Hansen will continue in her role as Interim Vice-Chancellor. Dame Yve Buckland, Pro-Chancellor of Aston University, said “I am absolutely delighted at Professor Aleks Subic’s appointment. He joins the University at an exciting time and his wide experience of leadership across both academia and industry makes him a perfect fit for Aston University’s needs and ambitions.” Professor Subic said “I feel privileged at being given the opportunity to lead Aston University at this time. The University is renowned for its commitment to graduate employability, translational research and its engagement with business. “I look forward to continuing the momentum built up by Professor Alec Cameron and Saskia Loer Hansen, and I am ambitious to see Aston University continue to build on its reputation for high quality teaching, research and business engagement locally, nationally and internationally.” Saskia Loer Hansen, Interim Vice-Chancellor of Aston University, said “I should like to congratulate Professor Subic warmly on his appointment. His credentials as a leader, both in industry and in higher education, equip him for guiding Aston University to even greater success. “I am sure he will work rigorously to build on our achievements, promote the University worldwide and further strengthen our reputation as a leading university for business and enterprise.” Professor Subic is currently the Deputy Vice-Chancellor (STEM) and Vice President (Digital Innovation) at RMIT University, where he is responsible for leading the STEM College and Digital Innovation portfolio in Australia and globally. Prior to this appointment he was the Deputy Vice-Chancellor (Research & Enterprise) at Swinburne University of Technology, responsible for research, graduate studies, engagement and partnerships, advancement, innovation, enterprise, and commercialisation, leading the research transformation of the university towards top 2% in the world. Before that, he was the Executive Dean of Engineering at RMIT University, one of the largest engineering faculties in Australia, ranked in top 1% in the world and renowned for industry-partnered education and research. Concurrent with his academic appointments, Professor Subic has held notable appointments on the Australian Prime Minister's Industry 4.0 Taskforce and the Australian Advanced Manufacturing Council Leaders Group (Australian Industry Group). Previously he was the Director and Deputy Chair of the Australian Association of Aviation and Aerospace Industries, Director of Oceania Cybersecurity Centre Governing Board, Director of the Society of Automotive Engineers Australasia Board, Director of National Imaging Facility Governing Board, Director of Australian Housing and Urban Research Institute Governing Board, and Director of the Victorian Centre for New Energy Technologies Governing Board. He has served on a number of national and international research committees and expert panels, including as Chair of the European Research Council Expert Panel for Physical Sciences and Engineering, Technology Group of the Global Federation of Competitiveness Councils, Forbes Technology Council, Defence Materials Technology Centre, Editor and Associate Editor of international scholarly journals.
Will voters 'hit' or 'hold' on allowing legal gambling in Georgia?
Could we see horse racing and other forms of gambling come to Georgia in the near future? The Georgia state legislature is looking at the possibility of legalizing gambling on horse racing and the decision could land in the hands of the voters. Proponents say there is potential for a billion dollars in economic benefits, from job creation to a boost in revenues. Marsha Loda is an associate professor at Augusta University’s Hull College of Business. She said if approved, it will likely take more than horse racing for a track to survive. Loda cites Kentucky as an example of what tracks are doing there. “A lot of people think of Kentucky as the mecca of horse racing, but they don’t realize it might not exist without historical horse racing machines," said Loda. "HHRs are slot-like machines that let players wager on past horse races by a random number generator.” Many tracks nationwide have also expanded into casino and sports betting. While this isn’t what Georgia is looking to do initially, it’s not far off to think it could be on the horizon, with horse racing being the first step. Loda, who previously served as marketing director at Harrah’s Cherokee Resort in North Carolina, knows if casino gambling is approved in the future, most of those people who visit need to come from out of town. “You need to be able to import your people who are going to bet. That means you’re importing revenue. Otherwise you’re taking what’s already spent in your community and just slicing it up and giving it to different places. You’re not growing the pie at all,” said Loda. She has also seen the benefits of legalized betting, citing the added jobs a casino would offer. One aspect of gambling that has exploded is sports betting. More than two dozen states have legalized sports betting. Loda thinks if sports betting was on a ballot and went in front of the public for a vote, it would stand a better chance of passing. “I wouldn’t be surprised to see Georgia pass sports betting. I think sports betting has been very well accepted. I think they would come much closer to getting more voters to approve it if it were sports betting than if it’s horse racing or casino gambling.” This is an important topic with many angles to cover, and if you are a reporter looking to know more, then let our experts help. Loda is a leading marketing expert helping businesses in the hospitality industry bounce back from crises, including the COVID-19 pandemic, and also has had extensive experience in the gambling industry. She is available to speak with media regarding the idea of gambling coming to Georgia. Simply click on her icon now to arrange an interview today.
An Opening Day Predicament—Will Baseball Fans Side with Billionaire Owners or Millionaire Players?
A percolating labor showdown between well-heeled Major League Baseball team owners and well-paid baseball players threatens spring training and Opening Day. For the time being, it is an amicable negotiation to carve a new Collective Bargaining Agreement in time for the 2022 season, but it could turn sour, as these things tend to do. As usual, the fans are in that empty, helpless space between billionaire owners and millionaire players. “There’s still a little bit of time here before panic and pressure set in,” said Mike Lewis, Goizueta professor of marketing and a national expert on fandom who also serves as the faculty director of the Emory Marketing Analytics Center (EmoryMAC). “If we get to Opening Day and there is no baseball that is going to be a major shock to the system, and it is going to have major ramifications.” Lewis explains, “Fandom is built by the epic moment, the walk-off home run and the spectacular catch, but fandom is also hurt by the epic failure, such as canceling Opening Day. You might not see it in the data for this season, but it is going to be a hit on the fans’ long-term appreciation for their team.” So, whose side should fandom be on? The billionaire owners or the many millionaire players? The Baseball Collective Bargaining Agreement, Explained Lewis spells out the current baseball dilemma. Players want to reduce the time they have to wait to enter full free agency, which is currently six seasons. The players also want teams to be able to spend at least $245 million a season, per team, on salaries before MLB hits the clubs with a luxury tax, which is a way to keep rich teams from buying all the talent. The luxury tax ceiling is currently $210 million. Players are not happy with the luxury tax because it resembles a “soft” salary cap, or a limit on their pay. “A lot of what the players are looking for is the freedom for the owners to spend,” Lewis says. “And more freedom for the owners to spend is going to make the competitive balance issues in Major League Baseball worse.” Do the fans really want that the players to win this labor fight? Major League Baseball instituted a luxury tax system in 2002 with a new Collective Bargaining Agreement that charged a fee to teams whose payrolls passed a certain threshold. It was done to keep clubs like the Yankees, Red Sox, Dodgers, and Cubs with their massive local television revenues from stockpiling all the stars, Lewis explains. He goes on to say that the luxury tax penalty has slowly lost its effectiveness because revenues have grown in MLB. The rich teams shrug at the tax and the results have been awful for competitive balance in the game. Fans of less wealthy teams despair in this state of oligopoly in baseball. There have been as many 100-loss teams in the past three full seasons (2018, 2019, 2021) as there were from 2007-2017 combined (11). Good players flee the less wealthy teams, losses pile up, and fans are put off. If we move back to the wild west with the market it is going to be harder to keep the franchise superstar in town. “We know what the system’s going to look like with a more open market. It’s going to look like the New York Yankees dominating, as they did in the late 90s and early 2000s. It’s going to look like Alabama in college football.” If the players have their way in this latest bargaining, they will be “stuck” for just three or four years with the team that drafts them, not six, before they hit free agency. Morgan Ward, Goizueta assistant professor of marketing with a research focus on consumer behavior, said the labor tussle between wealthy owners and wealthy players is a “rich people problem” that threatens the “folklore” of the game. “I think it could have a really alienating effect overall on the general public just because it changes the focus of the game, it takes something very communal and familial and makes it very transactional,” Ward says. “It can be very distancing for the fans and, if anything, illustrates the schism between the fans and these players. These are not your friends or neighbors. They are in a very different place in life.” So, Will Fans Side with the Owners? It’s more complicated than that. “The fans have an emotional attachment with the players and no real emotional attachment with the owners,” Ward says. What the Major League Baseball Players Association, or the union, better not count on, Ward notes, is the fandom rallying to the players just because we have seen a national shift toward worker’s rights that arrived with the COVID-19 pandemic. One of those shifts was college athletes, at last, being able to make money off their name, image, and likeness. Labor has been humanized on a certain level, but even though the baseball players are “labor” and in a “union,” Ward says there is no comparison between the fight for college athletes against the majordomo NCAA, the governing body of college athletics, and baseball players against baseball owners. “The public is sympathetic with people in low-wage, high-service industries that finally have the ability to negotiate,” Ward says. “But it’s hard for me to see the same victimization of baseball players that happened with college athletes.” The last time there was a prolonged labor dispute between the owners and players, which was in 1994, it was disastrous for baseball. The players went on strike in August that season, which canceled the World Series. Average attendance per game that season was a then-record of 31,256. It took 10 years for baseball to average more than 30,000 fans to a game because fans became disgusted with the owners and players. “How much should we expect fans to endure this time?” Lewis asks. “They just came off Covid when there were restrictions on attendance and a shortened season,” Lewis said. “This stuff adds up. The fan is going to say, ‘Why am I loyal to these guys?’” If you're a reporter looking to know more - then let us help. Professor Mike Lewis is an Associate Professor of Marketing at Emory University’s Goizueta Business School and is an expert in sports analytics and marketing. Morgan Ward is an Assistant Professor of Marketing at Emory University’s Goizueta Business School and is an expert in consumer behavior. Both experts are available to speak with media - simply click on an icon to arrange a discussion today.
5 Ways Expertise Marketing Supports Digital Transformation
Digital transformation is much more than merely redesigning your website or moving your files to the cloud. It’s about harnessing digital technologies to elevate your business. Specifically, digital transformation is strategically adapting your business processes to change company culture, empower your staff and keep up with rising consumer demands. Organizations of all sizes are taking on transformative initiatives to meet today’s expectations in the digital space, but research by IDG has concluded that we still have some growing to do: “IT leaders are making steady and sequential progress to becoming digital-first organizations – though not at the same breakneck speed that the technologies themselves are proliferating. For many organizations, the foundational pieces are in place, and they’re actively working on adopting newer technologies like AI and IoT. But successful digital transformation will also require equal attention to change management and workforce strategy for the entire organization.” Supporting the Bigger Picture It’s easy to get hung up on the technology but successfully transforming your business means thinking about everyone involved – including your experts. Here are five ways expertise marketing supports digital transformation: It aligns people. Most companies aren’t particularly good at telling their people that their expertise is valued and many employees don’t understand the role they play as brand ambassadors. On top of that, outdated biographies on the company website fail to share the work that these experts with the audiences who are looking for it. A well-constructed expertise marketing program helps get experts and executives aligned on how they can help the brand – and it helps marketing teams feed the content beast. It tracks data. Metrics on visitor behaviour are critical to calculating ROI and ensuring your content is working. That said, most organizations don’t have an intuitive way of tracking internal contributions to the corresponding engagement data – making it difficult to determine which people and topics are driving results. Expertise marketing programs are designed to capture essential metrics on employee contributions and ensure that leads are captured and routed to appropriate individuals and departments for prompt follow up and reporting. It enhances search and SEO. Part of digital transformation is creating a sustained online presence. By harnessing your collective expertise, you can quickly publish a large volume of quality, searchable content that boosts your owned content footprint. It also provides a way to capitalize on earned media opportunities related to breaking news and emerging trends. It drives collaboration. Many organizations corporate policies and standards tend to lack guidelines for generating and promoting individual experts. As a result, individual groups within the organization are forced to fill the void and essentially, do their own thing. This leads to a disconnected set of expensive, custom projects. Organizations with structured expertise marketing programs consistently report an increase in collaboration and organizational alignment. It minimizes risk. It’s becoming more and more important to ensure adherence to corporate brand standards and editorial guidelines, as well as regulatory standards such as accessibility compliance. By centralizing your content and utilizing a federated content management structure, you’re not only providing your employees with a common source for branded assets and templates, but you’re empowering them to get things done in the simplest way possible. This approach mitigates risk, speeds time to market and dramatically lowers costs to implement a program. Filling the Gaps with Expertise As mentioned above, digital transformation is a comprehensive business strategy with many moving parts. While expertise marketing is one component of this organizational change, it works in tandem with your other programs and complements any initiative aimed at boosts your digital presence. In fact, it’s proven to support many of the activities that organizations have yet to complete. IDG’s 2018 State of Digital Transformation Expertise marketing is a powerful tool for enabling and elevating digital transformation. By encouraging company-wide participation, it’s shown to increase internal uptake, generate higher-quality content and ultimately, drive better results in terms of ROI. If digital transformation is in your future, then you need to start thinking about your experts today. Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
Building Trust with Expertise Marketing
With advancements in technology and a number of new channels, it’s important to remember that at the end of the day, people want to deal with people. Studiesconsistently show that we’re more likely to trust other humans when making decisions. While many organizations leverage brand personas to fulfill that human connection, they often overlook the power of their people to lead and support conversations. If your audiences are looking to connect with people, then it only makes sense to give them our best. Who Is Looking for Expertise? As mentioned in last week’s blog, the ‘About Us’ section of a website is the second most visited area next to the homepage and the reasons for this are simple: people want to see who is behind the scenes. From prospective customers to journalists looking for an expert source, there are a wide range of audiences who want to know who you really are before they engage with your business. Here are just some of the audiences who are taking a close look at your expertise: Customers & Partners: Subject-matter experts are consistently rated as one of the most influential sources of information for buyers (Source: ITSMA), and a whopping 78% of B2B buyers start with a Google search (Source: Demand Gen). Media: Experts who serve as media sources are in high-demand with newspapers, broadcasters and digital outlets – and it’s not just research they want. They often require a plain language explanation of how something works, or insights to help them localize a story for a regional audience. Conference Organizers: Conference organizers and industry associations are constantly looking for experts who can educate their attendees as a panellist, workshop leader or keynote speaker. Alumni & Donors: For institutions, showcasing the relevant work that experts and staff are doing helps alumni better connect to your mission and makes it easier to fundraise and drive larger donations. Government & Foundations: Government bodies and foundations rely heavily on experts to conduct research, develop policy and implement the various programs they fund. They are increasingly focused on reporting the social and economic impact stories of the research they are funding. Better Digital Conversations When we look at audience engagement, your success boils down into three critical stages: Attention, Interaction and Trust. Each of these areas can be addressed by making experts and their content more visible with a sustained, amplified digital presence. Don’t underestimate the value of rich expert profiles; today’s audiences will quickly scroll past a list of names and titles. Expertise marketing is about providing individual credentials and sharing what their collective experience represents for your organization. The richer offering, the more trust you can build. Plus, experts who serve as brand ambassadors are more likely to drive personal, relevant and authentic connections with key audiences. The following framework outlines how you can create an expertise marketing program that empowers your people to better navigate the customer journey: Creating Touchpoints for Expertise Whether it’s a research page on your website or an upcoming speaking engagement, you need to develop touchpoints for key audiences to interact with your experts and their content. This often requires businesses to step back and determine how visible your experts are across your physical and digital environment. As you go through the auditing process, you not only surface gaps in your delivery but in many cases, you’ll also find a wealth of expert content hidden in personal websites, social media and external publications. It surprises many businesses to discover that your experts are already engaging with audiences – just not from within your organization. Make your expertise more coherent by turning a disconnected group of experts into a powerhouse of brand ambassadors. In addition to aggregating their existing content, you’ll need to speak directly with your experts and develop an expertise marketing program that aligns with their professional objectives and incentivizes their continued efforts. This collaborative approach will mutually benefit both your business and your experts while simultaneously generating excitement and buy-in throughout the whole organization. Download The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy
