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  • Ubuntu 12.10 TTY console (Ctrl+Alt+F[1-6]) not working

    - by Vanessa Deagan
    I've been a Ubuntu user for some time now. I have a very annoying problem, I have no idea what causes it, and I haven't managed to find anything relevant after Googling like crazy. The problem is my TTY consoles are not working. Usually, these are activated using CTRL ALT F[1-6]. It was working when I was using the Nouveau drivers, but after installing the nVidia proprietary drivers, instead of getting a terminal console I get a strange monochrome pattern that slowly fades away. Does anyone know how to get CTRL + ALT + F[1-6] working again?

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  • Using Ruby Hash instead of Rails ActiveRecord in Coffeescript / Morris.JS

    - by Vanessa L'olzorz
    I'm following the Railscast #223 that introduced Morris.JS. I generate a data set called @orders_yearly in my controller and in my view I have the following to try and render the graph: <%= content_tag :div, "", id: "orders_chart", data: {orders: @orders_yearly} %> Calling @orders_yearly.inspect shows it's just a simple hash: {2009=>1000, 2010=>2000, 2011=>4000, 2012=>100000} I'll need to modify the values for xkey and ykeys in coffeescript to work, but I'm not sure how to make it work with my data set: jQuery -> Morris.Line element: 'orders_chart' data: $('#orders_chart').data('orders') xkey: 'purchased_at' # <------------------ replace with what? ykeys: ['price'] # <---------------------- replace with what? labels: ['Price'] Anyone have any ideas? Thanks!

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  • Filter across three tables using Django

    - by Vanessa MacDougal
    I have 3 django models, where the first has a foreign key to the second, and the second has a foreign key to the third. Like this: class Book(models.Model): year_published = models.IntField() author = models.ForeignKey(Author) class Author(models.Model): author_id = models.AutoField(primary_key=True) name = models.CharField(max_length=50) agent = models.ForeignKey(LitAgent) class LitAgent(models.Model): agent_id = models.AutoField(primary_key=True) name = models.CharField(max_length=50) I want to ask for all the literary agents whose authors had books published in 2006, for example. How can I do this in Django? I have looked at the documentation about filters and QuerySets, and don't see an obvious way. Thanks.

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  • rhn_register through HTTP Proxy with Authentication

    - by kjloh
    Is there any limitation to the proxy authentication support of rhn_register? The proxy of the network I'm on sends the follow 407: HTTP/1.1 407 Proxy Authentication Required ( The ISA Server requires authorization to fulfill the request. Access to the Web Proxy filter is denied. ) Via: 1.1 VANESSA Proxy-Authenticate: Negotiate Proxy-Authenticate: Kerberos Proxy-Authenticate: NTLM It seems that rhn_register is not able to any of the authentication schemes above. Any advise?

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  • rhn_register through HTTP Proxy with Authentication

    - by kjloh
    Is there any limitation to the proxy authentication support of rhn_register? The proxy of the network I'm on sends the follow 407: HTTP/1.1 407 Proxy Authentication Required ( The ISA Server requires authorization to fulfill the request. Access to the Web Proxy filter is denied. ) Via: 1.1 VANESSA Proxy-Authenticate: Negotiate Proxy-Authenticate: Kerberos Proxy-Authenticate: NTLM It seems that rhn_register is not able to any of the authentication schemes above. Any advise?

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  • Chris Brook-Carter at the Oracle Retail Week Awards VIP Reception

    - by user801960
    The Oracle VIP Reception at the Oracle Retail Week Awards last week saw retail luminaries from around the UK and Europe gather to have a drink and celebrate the successes of retail in the last year. Guests included Lord Harris of Peckham, Tesco's Philip Clarke, Vanessa Gold from Ann Summers, former Retail Week editor Tim Danaher, Richard Pennycook from Morrisons and Ian Cheshire from Kingfisher Group. The new Retail Week editor-in-chief, Chris Brook-Carter, attended and took the time to speak to the guests about the value of the Oracle Retail Week Awards to the industry and to thank Oracle for its dedication to supporting the industry. Chris said: "I'd like to say a real heartfelt thanks to our partner this evening: Oracle. I had the privilege of being at the judging day and I got to meet Sarah and the team and I was struck by not only the passion that they have for the whole awards system and everything that means in terms of rewarding excellence within the retail industry but also their commitment to retail in general, and it's that sort of relationship that marks out retail as such a fantastic sector to be involved in." Chris's speech can be watched in full below:

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  • Another Marketing Conference, part two – the afternoon

    - by Roger Hart
    In my previous post, I’ve covered the morning sessions at AMC2012. Here’s the rest of the write-up. I’ve skipped Charles Nixon’s session which was a blend of funky futurism and professional development advice, but you can see his slides here. I’ve also skipped the Google presentation, as it was a little thin on insight. 6 – Brand ambassadors: Getting universal buy in across the organisation, Vanessa Northam Slides are here This was the strongest enforcement of the idea that brand and campaign values need to be delivered throughout the organization if they’re going to work. Vanessa runs internal communications at e-on, and shared her experience of using internal comms to align an organization and thereby get the most out of a campaign. She views the purpose of internal comms as: “…to help leaders, to communicate the purpose and future of an organization, and support change.” This (and culture) primes front line staff, which creates customer experience and spreads brand. You ensure a whole organization knows what’s going on with both internal and external comms. If everybody is aligned and informed, if everybody can clearly articulate your brand and campaign goals, then you can turn everybody into an advocate. Alignment is a powerful tool for delivering a consistent experience and message. The pathological counter example is the one in which a marketing message goes out, which creates inbound customer contacts that front line contact staff haven’t been briefed to handle. The NatWest campaign was again mentioned in this context. The good example was e-on’s cheaper tariff campaign. Building a groundswell of internal excitement, and even running an internal launch meant everyone could contribute to a good customer experience. They found that meter readers were excited – not a group they’d considered as obvious in providing customer experience. But they were a group that has a lot of face-to-face contact with customers, and often were asked questions they may not have been briefed to answer. Being able to communicate a simple new message made it easier for them, and also let them become a sales and marketing asset to the organization. 7 – Goodbye Internet, Hello Outernet: the rise and rise of augmented reality, Matt Mills I wasn’t going to write this up, because it was essentially a sales demo for Aurasma. But the technology does merit some discussion. Basically, it replaces QR codes with visual recognition, and provides a simple-looking back end for attaching content. It’s quite sexy. But here’s my beef with it: QR codes had a clear visual language – when you saw one you knew what it was and what to do with it. They were clunky, but they had the “getting started” problem solved out of the box once you knew what you were looking at. However, they fail because QR code reading isn’t native to the platform. You needed an app, which meant you needed to know to download one. Consequentially, you can’t use QR codes with and ubiquity, or depend on them. This means marketers, content providers, etc, never pushed them, and they remained and awkward oddity, a minority sport. Aurasma half solves problem two, and re-introduces problem one, making it potentially half as useful as a QR code. It’s free, and you can apparently build it into your own apps. Add to that the likelihood of it becoming native to the platform if it takes off, and it may have legs. I guess we’ll see. 8 – We all need to code, Helen Mayor Great title – good point. If there was anybody in the room who didn’t at least know basic HTML, and if Helen’s presentation inspired them to learn, that’s fantastic. However, this was a half hour sales pitch for a basic coding training course. Beyond advocating coding skills it contained no useful content. Marketers may also like to consider some of these resources if they’re looking to learn code: Code Academy – free interactive tutorials Treehouse – learn web design, web dev, or app dev WebPlatform.org – tutorials and documentation for web tech  11 – Understanding our inner creativity, Margaret Boden This session was the most theoretical and probably least actionable of the day. It also held my attention utterly. Margaret spoke fluently, fascinatingly, without slides, on the subject of types of creativity and how they work. It was splendid. Yes, it raised a wry smile whenever she spoke of “the content of advertisements” and gave an example from 1970s TV ads, but even without the attempt to meet the conference’s theme this would have been thoroughly engaging. There are, Margaret suggested, three types of creativity: Combinatorial creativity The most common form, and consisting of synthesising ideas from existing and familiar concepts and tropes. Exploratory creativity Less common, this involves exploring the limits and quirks of a particular constraint or style. Transformational creativity This is uncommon, and arises from finding a way to do something that the existing rules would hold to be impossible. In essence, this involves breaking one of the constraints that exploratory creativity is composed from. Combinatorial creativity, she suggested, is particularly important for attaching favourable ideas to existing things. As such is it probably worth developing for marketing. Exploratory creativity may then come into play in something like developing and optimising an idea or campaign that now has momentum. Transformational creativity exists at the edges of this exploration. She suggested that products may often be transformational, but that marketing seemed unlikely to in her experience. This made me wonder about Listerine. Crucially, transformational creativity is characterised by there being some element of continuity with the strictures of previous thinking. Once it has happened, there may be  move from a revolutionary instance into an explored style. Again, from a marketing perspective, this seems to chime well with the thinking in Youngme Moon’s book: Different Talking about the birth of Modernism is visual art, Margaret pointed out that transformational creativity has historically risked a backlash, demanding what is essentially an education of the market. This is best accomplished by referring back to the continuities with the past in order to make the new familiar. Thoughts The afternoon is harder to sum up than the morning. It felt less concrete, and was troubled by a short run of poor presentations in the middle. Mainly, I found myself wrestling with the internal comms issue. It’s one of those things that seems astonishingly obvious in hindsight, but any campaign – particularly any large one – is doomed if the people involved can’t believe in it. We’ve run things here that haven’t gone so well, of course we have; who hasn’t? I’m not going to air any laundry, but people not being informed (much less aligned) feels like a common factor. It’s tough though. Managing and anticipating information needs across an organization of any size can’t be easy. Even the simple things like ensuring sales and support departments know what’s in a product release, and what messages go with it are easy to botch. The thing I like about framing this as a brand and campaign advocacy problem is that it makes it likely to get addressed. Better is always sexier than less-worse. Any technical communicator who’s ever felt crowded out by a content strategist or marketing copywriter  knows this – increasing revenue gets a seat at the table far more readily than reducing support costs, even if the financial impact is identical. So that’s it from AMC. The big thought-provokers were social buying behaviour and eliciting behaviour change, and the value of internal communications in ensuring successful campaigns and continuity of customer experience. I’ll be chewing over that for a while, and I’d definitely return next year.      

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  • PARTNER WEBCAST (June 4): Enhance Customer experience with Nimble Storage SmartStack for Oracle with Cisco

    - by Zeynep Koch
    Live Webcast: Enhance Customer experience with Nimble Storage SmartStack for Oracle with Cisco A webcast for resellers who sell Oracle workloads to customers  Wednesday, June 4, 2014, 8:00 AM PDT /11 AM EDT  Register today Nimble Storage SmartStack™ for Oracle provides pre-validated reference architecture that speed deployments and minimize risk.  IT and Oracle administrators and architects realize the importance of underlying Operating System, Virtualization software, and Storage in maintaining services levels and staying in budget.  In this webinar, you will learn how Nimble Storage SmartStack for Oracle provides a converged infrastructure for Oracle database online transaction processing (OLTP) and online analytical processing (OLAP) environments with Oracle Linux and Oracle VM. SmartStack delivers the performance and reliability needed for deploying Oracle on a single symmetric multiprocessing (SMP) server or if you are running Oracle Real Application Clusters (RAC) on multiple nodes. Nimble Storage SmartStack for Oracle with Cisco can help you provide: Improved Oracle performance Stress-free data protection and DR of your Oracle database Higher availability and uptime Accelerate Oracle development and improve testing All for dramatically less than what you’re paying now Presenters: Doan Nguyen, Senior Principal Product Marketing Director, Oracle Vanessa Scott , Business Development Manager, Cisco Ibrahim “Ibby” Rahmani, Product and Solutions Marketing, Nimble Storage Join this event to learn from our Nimble Storage and Oracle experts on how to optimize your customers' Oracle environments. Register today to learn more!

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  • PARTNER WEBCAST (June 4): Enhance Customer experience with Nimble Storage SmartStack for Oracle with Cisco

    - by Zeynep Koch
    Live Webcast: Enhance Customer experience with Nimble Storage SmartStack for Oracle with Cisco A webcast for resellers who sell Oracle workloads to customers  Wednesday, June 4, 2014, 8:00 AM PDT /11 AM EDT  Register today Nimble Storage SmartStack™ for Oracle provides pre-validated reference architecture that speed deployments and minimize risk.  IT and Oracle administrators and architects realize the importance of underlying Operating System, Virtualization software, and Storage in maintaining services levels and staying in budget.  In this webinar, you will learn how Nimble Storage SmartStack for Oracle provides a converged infrastructure for Oracle database online transaction processing (OLTP) and online analytical processing (OLAP) environments with Oracle Linux and Oracle VM. SmartStack delivers the performance and reliability needed for deploying Oracle on a single symmetric multiprocessing (SMP) server or if you are running Oracle Real Application Clusters (RAC) on multiple nodes. Nimble Storage SmartStack for Oracle with Cisco can help you provide: Improved Oracle performance Stress-free data protection and DR of your Oracle database Higher availability and uptime Accelerate Oracle development and improve testing All for dramatically less than what you’re paying now Presenters: Doan Nguyen, Senior Principal Product Marketing Director, Oracle Vanessa Scott , Business Development Manager, Cisco Ibrahim “Ibby” Rahmani, Product and Solutions Marketing, Nimble Storage Join this event to learn from our Nimble Storage and Oracle experts on how to optimize your customers' Oracle environments. Register today to learn more!

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  • The Oracle Graduate Experience...A Graduates Perspective by Angelie Tierney

    - by david.talamelli
    [Note: Angelie has just recently joined Oracle in Australia in our 2011 Graduate Program. Last week I shared my thoughts on our 2011 Graduate Program, this week Angelie took some time to share her thoughts of our Graduate Program. The notes below are Angelie's overview from her experience with us starting with our first contact last year - David Talamelli] How does the 1 year program work? It consists of 3 weeks of training, followed by 2 rotations in 2 different Lines of Business (LoB's). The first rotation goes for 4 months, while your 2nd rotation goes for 7, when you are placed into your final LoB for the program. The interview process: After sorting through the many advertised graduate jobs, submitting so many resumes and studying at the same time, it can all be pretty stressful. Then there is the interview process. David called me on a Sunday afternoon and I spoke to him for about 30 minutes in a mini sort of phone interview. I was worried that working at Oracle would require extensive technical experience, but David stressed that even the less technical, and more business-minded person could, and did, work at Oracle. I was then asked if I would like to attend a group interview in the next weeks, to which I said of course! The first interview was a day long, consisting of a brief introduction, a group interview where we worked on a business plan with a group of other potential graduates and were marked by 3 Oracle employees, on our ability to work together and presentation. After lunch, we then had a short individual interview each, and that was the end of the first round. I received a call a few weeks later, and was asked to come into a second interview, at which I also jumped at the opportunity. This was an interview based purely on your individual abilities and would help to determine which Line of Business you would go to, should you land a graduate position. So how did I cope throughout the interview stages? I believe the best tool to prepare for the interview, was to research Oracle and its culture and to see if I thought I could fit into that. I personally found out about Oracle, its partners as well as competitors and along the way, even found out about their part (or Larry Ellison's specifically) in the Iron Man 2 movie. Armed with some Oracle information and lots of enthusiasm, I approached the Oracle Graduate Interview process. Why did I apply for an Oracle graduate position? I studied a Bachelor of Business/Bachelor of Science in IT, and wanted to be able to use both my degrees, while have the ability to work internationally in the future. Coming straight from university, I wasn't sure exactly what I wanted to do in terms of my career. With the program, you are rotated across various lines of business, to not only expose you to different parts of the business, but to also help you to figure out what you want to achieve out of your career. As a result, I thought Oracle was the perfect fit. So what can an Oracle ANZ Graduate expect? First things first, you can expect to line up for your visitor pass. Really. Next you enter a room full of unknown faces, graduates just like you, and then you realise you're in this with 18 other people, going through the same thing as you. 3 weeks later you leave with many memories, colleagues you can call your friends, and a video of your presentation. Vanessa, the Graduate Manager, will also take lots of photos and keep you (well) fed. Well that's not all you leave with, you are also equipped with a wealth of knowledge and contacts within Oracle, both that will help you throughout your career there. What training is involved? We started our Oracle experience with 3 weeks of training, consisting of employee orientation, extensive product training, presentations on the various lines of business (LoB's), followed by sales and presentation training. While there was potential for an information overload, maybe even death by Powerpoint, we were able to have access to the presentations for future reference, which was very helpful. This period also allowed us to start networking, not only with the graduates, but with the managers who presented to us, as well as through the monthly chinwag, HR celebrations and even with the sharing of tea facilities. We also had a team bonding day when we recorded a "commercial" within groups, and learned how to play an Irish drum. Overall, the training period helped us to learn about Oracle, as well as ourselves, and to prepare us for our transition into our rotations. Where to now? I'm now into my 2nd week of my first graduate rotation. It has been exciting to finally get out into the work environment and utilise that knowledge we gained from training. My manager has been a great mentor, extremely knowledgeable, and it has been good being able to participate in meetings, conference calls and make a contribution towards the business. And while we aren't necessarily working directly with the other graduates, they are still reachable via email, Pidgin and lunch and they are important as a resource and support, after all, they are going through a similar experience to you. While it is only the beginning, there is a lot more to learn and a lot more to experience along the way, especially because, as we learned during training, at Oracle, the only constant is change.

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  • Another Marketing Conference, part one – the best morning sessions.

    - by Roger Hart
    Yesterday I went to Another Marketing Conference. I honestly can’t tell if the title is just tipping over into smug, but in the balance of things that doesn’t matter, because it was a good conference. There was an enjoyable blend of theoretical and practical, and enough inter-disciplinary spread to keep my inner dilettante grinning from ear to ear. Sure, there was a bumpy bit in the middle, with two back-to-back sales pitches and a rather thin overview of the state of the web. But the signal:noise ratio at AMC2012 was impressively high. Here’s the first part of my write-up of the sessions. It’s a bit of a mammoth. It’s also a bit of a mash-up of what was said and what I thought about it. I’ll add links to the videos and slides from the sessions as they become available. Although it was in the morning session, I’ve not included Vanessa Northam’s session on the power of internal comms to build brand ambassadors. It’ll be in the next roundup, as this is already pushing 2.5k words. First, the important stuff. I was keeping a tally, and nobody said “synergy” or “leverage”. I did, however, hear the term “marketeers” six times. Shame on you – you know who you are. 1 – Branding in a post-digital world, Graham Hales This initially looked like being a sales presentation for Interbrand, but Graham pulled it out of the bag a few minutes in. He introduced a model for brand management that was essentially Plan >> Do >> Check >> Act, with Do and Check rolled up together, and went on to stress that this looks like on overall business management model for a reason. Brand has to be part of your overall business strategy and metrics if you’re going to care about it at all. This was the first iteration of what proved to be one of the event’s emergent themes: do it throughout the stack or don’t bother. Graham went on to remind us that brands, in so far as they are owned at all, are owned by and co-created with our customers. Advertising can offer a message to customers, but they provide the expression of a brand. This was a preface to talking about an increasingly chaotic marketplace, with increasingly hard-to-manage purchase processes. Services like Amazon reviews and TripAdvisor (four presenters would make this point) saturate customers with information, and give them a kind of vigilante power to comment on and define brands. Consequentially, they experience a number of “moments of deflection” in our sales funnels. Our control is lessened, and failure to engage can negatively-impact buying decisions increasingly poorly. The clearest example given was the failure of NatWest’s “caring bank” campaign, where staff in branches, customer support, and online presences didn’t align. A discontinuity of experience basically made the campaign worthless, and disgruntled customers talked about it loudly on social media. This in turn presented an opportunity to engage and show caring, but that wasn’t taken. What I took away was that brand (co)creation is ongoing and needs monitoring and metrics. But reciprocally, given you get what you measure, strategy and metrics must include brand if any kind of branding is to work at all. Campaigns and messages must permeate product and service design. What that doesn’t mean (and Graham didn’t say it did) is putting Marketing at the top of the pyramid, and having them bawl demands at Product Management, Support, and Development like an entitled toddler. It’s going to have to be collaborative, and session 6 on internal comms handled this really well. The main thing missing here was substantiating data, and the main question I found myself chewing on was: if we’re building brands collaboratively and in the open, what about the cultural politics of trolling? 2 – Challenging our core beliefs about human behaviour, Mark Earls This was definitely the best show of the day. It was also some of the best content. Mark talked us through nudging, behavioural economics, and some key misconceptions around decision making. Basically, people aren’t rational, they’re petty, reactive, emotional sacks of meat, and they’ll go where they’re led. Comforting stuff. Examples given were the spread of the London Riots and the “discovery” of the mountains of Kong, and the popularity of Susan Boyle, which, in turn made me think about Per Mollerup’s concept of “social wayshowing”. Mark boiled his thoughts down into four key points which I completely failed to write down word for word: People do, then think – Changing minds to change behaviour doesn’t work. Post-rationalization rules the day. See also: mere exposure effects. Spock < Kirk - Emotional/intuitive comes first, then we rationalize impulses. The non-thinking, emotive, reactive processes run much faster than the deliberative ones. People are not really rational decision makers, so  intervening with information may not be appropriate. Maximisers or satisficers? – Related to the last point. People do not consistently, rationally, maximise. When faced with an abundance of choice, they prefer to satisfice than evaluate, and will often follow social leads rather than think. Things tend to converge – Behaviour trends to a consensus normal. When faced with choices people overwhelmingly just do what they see others doing. Humans are extraordinarily good at mirroring behaviours and receiving influence. People “outsource the cognitive load” of choices to the crowd. Mark’s headline quote was probably “the real influence happens at the table next to you”. Reference examples, word of mouth, and social influence are tremendously important, and so talking about product experiences may be more important than talking about products. This reminded me of Kathy Sierra’s “creating bad-ass users” concept of designing to make people more awesome rather than products they like. If we can expose user-awesome, and make sharing easy, we can normalise the behaviours we want. If we normalize the behaviours we want, people should make and post-rationalize the buying decisions we want.  Where we need to be: “A bigger boy made me do it” Where we are: “a wizard did it and ran away” However, it’s worth bearing in mind that some purchasing decisions are personal and informed rather than social and reactive. There’s a quadrant diagram, in fact. What was really interesting, though, towards the end of the talk, was some advice for working out how social your products might be. The standard technology adoption lifecycle graph is essentially about social product diffusion. So this idea isn’t really new. Geoffrey Moore’s “chasm” idea may not strictly apply. However, his concepts of beachheads and reference segments are exactly what is required to normalize and thus enable purchase decisions (behaviour change). The final thing is that in only very few categories does a better product actually affect purchase decision. Where the choice is personal and informed, this is true. But where it’s personal and impulsive, or in any way social, “better” is trumped by popularity, endorsement, or “point of sale salience”. UX, UCD, and e-commerce know this to be true. A better (and easier) experience will always beat “more features”. Easy to use, and easy to observe being used will beat “what the user says they want”. This made me think about the astounding stickiness of rational fallacies, “common sense” and the pathological willful simplifications of the media. Rational fallacies seem like they’re basically the heuristics we use for post-rationalization. If I were profoundly grimy and cynical, I’d suggest deploying a boat-load in our messaging, to see if they’re really as sticky and appealing as they look. 4 – Changing behaviour through communication, Stephen Donajgrodzki This was a fantastic follow up to Mark’s session. Stephen basically talked us through some tactics used in public information/health comms that implement the kind of behavioural theory Mark introduced. The session was largely about how to get people to do (good) things they’re predisposed not to do, and how communication can (and can’t) make positive interventions. A couple of things stood out, in particular “implementation intentions” and how they can be linked to goals. For example, in order to get people to check and test their smoke alarms (a goal intention, rarely actualized  an information campaign will attempt to link this activity to the clocks going back or forward (a strong implementation intention, well-actualized). The talk reinforced the idea that making behaviour changes easy and visible normalizes them and makes them more likely to succeed. To do this, they have to be embodied throughout a product and service cycle. Experiential disconnects undermine the normalization. So campaigns, products, and customer interactions must be aligned. This is underscored by the second section of the presentation, which talked about interventions and pre-conditions for change. Taking the examples of drug addiction and stopping smoking, Stephen showed us a framework for attempting (and succeeding or failing in) behaviour change. He noted that when the change is something people fundamentally want to do, and that is easy, this gets a to simpler. Coordinated, easily-observed environmental pressures create preconditions for change and build motivation. (price, pub smoking ban, ad campaigns, friend quitting, declining social acceptability) A triggering even leads to a change attempt. (getting a cold and panicking about how bad the cough is) Interventions can be made to enable an attempt (NHS services, public information, nicotine patches) If it succeeds – yay. If it fails, there’s strong negative enforcement. Triggering events seem largely personal, but messaging can intervene in the creation of preconditions and in supporting decisions. Stephen talked more about systems of thinking and “bounded rationality”. The idea being that to enable change you need to break through “automatic” thinking into “reflective” thinking. Disruption and emotion are great tools for this, but that is only the start of the process. It occurs to me that a great deal of market research is focused on determining triggers rather than analysing necessary preconditions. Although they are presumably related. The final section talked about setting goals. Marketing goals are often seen as deriving directly from business goals. However, marketing may be unable to deliver on these directly where decision and behaviour-change processes are involved. In those cases, marketing and communication goals should be to create preconditions. They should also consider priming and norms. Content marketing and brand awareness are good first steps here, as brands can be heuristics in decision making for choice-saturated consumers, or those seeking education. 5 – The power of engaged communities and how to build them, Harriet Minter (the Guardian) The meat of this was that you need to let communities define and establish themselves, and be quick to react to their needs. Harriet had been in charge of building the Guardian’s community sites, and learned a lot about how they come together, stabilize  grow, and react. Crucially, they can’t be about sales or push messaging. A community is not just an audience. It’s essential to start with what this particular segment or tribe are interested in, then what they want to hear. Eventually you can consider – in light of this – what they might want to buy, but you can’t start with the product. A community won’t cohere around one you’re pushing. Her tips for community building were (again, sorry, not verbatim): Set goals Have some targets. Community building sounds vague and fluffy, but you can have (and adjust) concrete goals. Think like a start-up This is the “lean” stuff. Try things, fail quickly, respond. Don’t restrict platforms Let the audience choose them, and be aware of their differences. For example, LinkedIn is very different to Twitter. Track your stats Related to the first point. Keeping an eye on the numbers lets you respond. They should be qualified, however. If you want a community of enterprise decision makers, headcount alone may be a bad metric – have you got CIOs, or just people who want to get jobs by mingling with CIOs? Build brand advocates Do things to involve people and make them awesome, and they’ll cheer-lead for you. The last part really got my attention. Little bits of drive-by kindness go a long way. But more than that, genuinely helping people turns them into powerful advocates. Harriet gave an example of the Guardian engaging with an aspiring journalist on its Q&A forums. Through a series of serendipitous encounters he became a BBC producer, and now enthusiastically speaks up for the Guardian community sites. Cultivating many small, authentic, influential voices may have a better pay-off than schmoozing the big guys. This could be particularly important in the context of Mark and Stephen’s models of social, endorsement-led, and example-led decision making. There’s a lot here I haven’t covered, and it may be worth some follow-up on community building. Thoughts I was quite sceptical of nudge theory and behavioural economics. First off it sounds too good to be true, and second it sounds too sinister to permit. But I haven’t done the background reading. So I’m going to, and if it seems to hold real water, and if it’s possible to do it ethically (Stephen’s presentations suggests it may be) then it’s probably worth exploring. The message seemed to be: change what people do, and they’ll work out why afterwards. Moreover, the people around them will do it too. Make the things you want them to do extraordinarily easy and very, very visible. Normalize and support the decisions you want them to make, and they’ll make them. In practice this means not talking about the thing, but showing the user-awesome. Glib? Perhaps. But it feels worth considering. Also, if I ever run a marketing conference, I’m going to ban speakers from using examples from Apple. Quite apart from not being consistently generalizable, it’s becoming an irritating cliché.

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