Tag Archives: employability

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”

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Sports business professionals advise Birkbeck students on how to crack the industry

Event: The Football Industry Uncovered: How to Make a Career in Sports

This post was contributed by Jenna Davies, an employability consultant in the Birkbeck Careers and Employability team.

event-1Birkbeck Careers and Employability’s Upscale Programme welcomed sports industry professionals working in a range of roles to deliver an inspiring panel event on following a career in this field. From the player side to the club side, attendees gained an invaluable insight into the world of sport and what it takes to get to where the panellists are today.

Hugo Scheckter, Player Liaison Officer at Southampton FC, honed in on the importance of having the right motivation to succeed. Hugo says it’s not about being a super fan of the club you want to work for, as that will often result in an automatic rejection for the job; it’s about being passionate and showing your professionalism and commitment. Hugo studied and worked overseas before returning to the UK with his current role, advising students to consider working internationally or out of London where a host of opportunities will exist.

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Confidence was a key theme throughout the event, with every panellist referring back to the importance of being confident in yourself and what you have to offer; purely having strong knowledge in your field won’t get you through the door or progress you in the industry. Ehsen Shah, a director at digital and commercial agency The Integrity Club, develops player profiles in order to provide strategic partnership opportunities. Hard work and absolute dedication to his career propelled Ehsen to where he is today, and his advice to students was smart networking and going out to find opportunities.

Leon Anderson, a football executive with Wasserman Media Group, rated Jerry Maguire among his pool of inspirational moments and it’s clear he’s an exceptionally professional and devoted agent to the players he represents.  Bouncing back from a number of setbacks throughout his career to date, Leon highlighted the importance of staying focussed on your goal and pushing through the obstacles to make a success of your career in sport.

Every panellist exuded positivity around their demanding roles and intense work schedules and Daniel Geey, a partner and sports lawyer at Sheridan’s, summarised the discussions about the secret to their successes: that there is no secret. Perseverance, positivity, hard work and, ultimately, building connections led to their success today. Given the response from students, who queued to have a further chat with the guys at the end of the evening, it seems the advice was well received and ready to be put into action.

The Upscale Programme is part of Birkbeck Careers and Employability, hosting a range of employer-led events to inspire students to get into technology within their field of interest. For more information and to book similar events visit the Upscale Programme website.

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BBKtalks: Working in the Arts

This post was contributed by Éimear Doherty, a student on Birkbeck’s Arts Policy and Management.

BBKtalks was the result of a competition being held by the Centre for Media, Culture and Creative Practice. This three-part series of talks was organised by two MA students of Arts Policy and Management and funded by the Film, Media and Cultural Studies Department, Birkbeck. The talks took place over three weeks in February and March 2014 and introduced six Birkbeck alumni to staff and students at Birkbeck University, as well as very welcome attendees from UCL, King’s College and Goldsmiths.

The overall aim of the series was to engage with a topic which preoccupies many Film, Media and Cultural Studies postgraduates: working in the Arts.

A piece of advice offered at ‘SU Employability: Elevator pitch & Networking Guide’, a workshop organised by the Birkbeck Career Services on 5 November 2013 became the first and crucial step on the way to producing BBKtalks. The guest speaker recommended the audience to “do something every day that will bring you closer to where you wish to be”. BBKtalks aimed to be one of those steps, for all involved.

The following is a summary of the guests’ comments from across the three nights, in response to the topic at the core of BBKtalks: the challenges and potentials of working in today’s Arts sector.

The guidance referenced is a mixture of that provided by guests’ during their presentations and interviews, as well as during post-talk discourse.

1. What rules?

There are none.

Something which rang clear each week was the fact that there is no pre-established path into the Arts.

“There are no rules, officially, when it comes to the arts. London is wide open. You need to create your own rules.  Virginie Peurtolas Syn revealed to the BBKtalks attendees on 6 March. The accounts were provided by Leslie Primo and Lucy Taylor, who have forged careers from two very different directions, availing of postgraduate education at varying points in their professional lives.

However, there are some qualities which are essential. Before you decide what your rules will be, “you need to do your homework and be informed”.

2.       Do Your Homework”

Preparation is key.

The importance of staying informed is crucial. From researching key players in the Arts, to examining the key events and discussions taking place on various platforms. Without the right information, effective networking and successful interviews are not an option.

Two BBKtalks guests, Virginie Puertolas-Syn and Aser El Saqqa, began working in the Arts after over 15 years working in the business sector. Their advice to those making a career change or in the early stages of climbing their chosen ladder, was to make time to do some personal homework by considering their own skillset and finding effective ways of communicating their transferable skills.

3.       Experience, Education and Transferable skills

Practical forms of engagement need to go hand-in-hand with knowledge and information.

Both Lucy Taylor and Hannah Cross acknowledged the benefits of interning and how work placements in various institutions acted as stepping stones as well as networking tools during the early stages of their career. Experience is key. They encouraged the audience to engage with the Arts in a professional capacity as much as possible and as soon as possible. Caro also emphasised this point and found that her internship gave her the freedom to engage with the work and ask questions, without the kind of pressure you would have felt in other roles.

Caro Skyrme enrolled at Birkbeck years into a well-established and successful career. However, for her, much like Virginie, the MA gave confidence, underpinning her expertise. For Caro, the MA was a change to stand back from her working practice and consider issues she could not see or put aside time to engage with from within.

4.       Be Pro-active

If the opportunity is not presenting itself, you have to make the break for yourself.

After getting to know some artists, Caro Skyrme created her own role and became a visual arts consultant. “Just do it”. This could mean moving to a new city and leaving all that you know behind but you need to take a risk and invest in yourself before you can expect anyone else to. For Caro, the key to being pro-active lies in being able to make decisions and follow through. She advised the audience that one take consensus and be prepared to take the slack and the praise. Good planning and preparation (‘do your homework’) is also key, ensuring that solutions and alternative routes should never be far from reach.

Creativity is sometimes about making your own opportunities. Once you make a start, opportunities, offers and openings will follow. However, this “snowball effect” depends on your reputation. “People talk”, said Virginie Peurtolas Syn, making the Arts “a very transparent industry”. Lucy Taylor also emphasised one’s reputation as their most valuable commodity and reminding the audience how the London Arts scene is much smaller than it was first appear.

5.       The 30 second Pitch

It is important to know your key skills and how to make the most of them.

Something which was emphasised over the series of talks, in various ways, was the importance of being able pitch; either yourself or an idea. Ideally, according to Virginie, in less than 30 seconds. The speakers suggested that the audience ask themselves ‘what makes you different?’.

Effective pitching links back to the importance of networking and maintaining a good reputation. Human relationships are key and can determine a lot. One speaker stated how “you need to engage yourself with the sector of the arts who wish to become a part of. Go to people and introduce yourself.” Those among the guests who had experience working abroad championed London for its “flow”, explaining that unlike many other cities they had worked, London was a place where you could network with ease and build genuine contacts and working relationships.

6.       Perseverance and Passion

“People have asked me, ‘why do you do it?’”, admitted Aser to the audience on 6 March

His response? “Because I love it“.

Know what you wish to do and be prepared for the long haul. “Working in the Arts is a lifestyle choice”, remarked Hannah Cross on the second night. This is something that was also discussed by Lucy Taylor and Leslie Primo, who spoke candidly to members of the audience about how they spent their free time. Both emphasised how their work never left like ‘work’; an attitude shared by each of the BBKtalks speakers. Their passion for what they do was unmistakeable.

Finally,

Some words of advice, imparted by our generous guests.

  1.  “Don’t waste your time worrying”
  2. “Don’t be ashamed to ask for help”

It is a challenge to summarise the range of discussions which took place over the three part series of talks and the value advice provided by our six speakers was enough to fill a book.  Should anyone want more information on the talks, please contact Éimear Doherty and Stefania Donini at bbktalks@gmail.com or visit facebook.com/bbktalks2014 and @bbktalks.

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