A linkedin content plan for a cleantech startup Annea, Portugal

The Covid-19 pandemic impacted the B2B market significantly, transferring numerous in-person meetings and conferences into the digital space. However, this new reality can be really beneficial for agile startups and small companies, as they can decrease the high travel costs and can be creative and proactive on social media instead. LinkedIn, being the most recognised platform for B2B lead capturing, has become a B2B content sharing platform as well. This in-company project is carried out in collaboration with the German cleantech startup ANNEA. The purpose of this work is to develop a LinkedIn content plan and analyse its efficiency. In this project the inbound marketing concept was introduced. It was used as a theoretical underpin for B2B content creation. LinkedIn Sales Navigator was used as an instrument to support a so-called social listening approach, which is a part of an inbound marketing concept. After the LinkedIn content plan for ANNEA was developed and implemented, the main LinkedIn metrics were gathered and analysed. The analysis shows that the engagement rate increased after the implementation of the described approach (by 60% from October 2020 to June 2021). However, other important metrics like Reactions and Clicks decreased, while Shares stayed at the same level. The best-performing topics were found and recommended for the further content creation. They include sustainability and green energy, as well as offshore wind energy development. It was also recommended to use more visuals in further posts and showcase more examples of green energy usage by households and individuals.A pandemia do Covid-19 teve um impacto significativo no mercado B2B, transferindo numerosas reuniões e conferências presenciais para o espaço digital. Esta nova realidade poderia ser benéfica para os startups ágeis uma vez que estas se livraram dos elevados custos de viagem e poderiam ser criativas e proactivas nos meios de comunicação social. O LinkedIn, sendo a plataforma mais reconhecida para a captura de leads B2B, tornou-se uma plataforma de partilha de conteúdos B2B. Este projeto é elaborado em colaboração com uma empresa alemã do setor de cleantech, ANNEA. O objetivo é desenvolver um plano de conteúdo do LinkedIn e analisar a sua eficiência. Neste projeto, foi introduzido o conceito de inbound marketing. Foi utilizado como base teórica para a criação de conteúdos B2B. O LinkedIn Sales Navigator foi utilizado como um instrumento de apoio à abordagem de social listening, que faz parte do conceito de inbound marketing. Após o desenvolvimento e implementação do plano de conteúdo do LinkedIn, as principais métricas do LinkedIn foram reunidas e analisadas. A análise mostra que a taxa de compromisso aumentou após a implementação da abordagem descrita (em 60%). Contudo, outras métricas importantes como Reacções e Cliques diminuíram, enquanto que as Acções se mantiveram ao mesmo nível. Os tópicos com melhor desempenho foram recomendados para a continuação da criação de conteúdos. Estes incluem sustentabilidade e energia verde. Também se recomendou a utilização de mais conteúdos visuais em mais publicações e a apresentação de mais exemplos de utilização de energia verde por famílias e indivíduos

CHINA'S MARITIME SILK ROAD: AN ANALYSIS OF INFLUENCE ON EGYPT, ALGERIA, AND MAURITANIA

How has China's influence in Egypt, Algeria, and Mauritania impacted the ambitious Maritime Silk Road along the MENA and West Africa regions? Chinese influence is present in each country. These three countries offer challenges to any influence activity regarding economic, military, diplomatic, and cultural domains. They also provide opportunities for China to grow economically in the region. Scholars suggest China takes advantage of instability in African countries, secures footholds throughout Africa, and establishes robust trade routes through the Mediterranean Sea. How does China approach the effects of stability and security challenges, specifically in Egypt, Algeria, and Mauritania? Chinese business, military, diplomatic, and cultural outreach practices might undermine Western interests. Using referent power, China appeals to countries seeking mutually attainable goals and bilateral agreements for Chinese economic gain. Chinese influence combines interactions in multiple domains (e.g., trade policy, diplomatic visits, military excises, and educational opportunities) to increase its economic output in all three countries, protect its trade routes and increase Chinese prestige and influence on the world stage. A study on the three different countries may provide insight into variations on influence activities and their effectiveness to influence each country individually.Lieutenant, United States NavyApproved for public release. Distribution is unlimited

Machine Intelligence in Africa: a survey

In the last 5 years, the availability of large audio datasets in African countries has opened unlimited opportunities to build machine intelligence (MI) technologies that are closer to the people and speak, learn, understand, and do businesses in local languages, including for those who cannot read and write. Unfortunately, these audio datasets are not fully exploited by current MI tools, leaving several Africans out of MI business opportunities. Additionally, many state-of-the-art MI models are not culture-aware, and the ethics of their adoption indexes are questionable. The lack thereof is a major drawback in many applications in Africa. This paper summarizes recent developments in machine intelligence in Africa from a multi-layer multiscale and culture-aware ethics perspective, showcasing MI use cases in 54 African countries through 400 articles on MI research, industry, government actions, as well as uses in art, music, the informal economy, and small businesses in Africa. The survey also opens discussions on the reliability of MI rankings and indexes in the African continent as well as algorithmic definitions of unclear terms used in MI.Comment: Accepted and to be presented at DSAI 202

e-Skills: The International dimension and the Impact of Globalisation - Final Report 2014

In today’s increasingly knowledge-based economies, new information and communication technologies are a key engine for growth fuelled by the innovative ideas of highly - skilled workers. However, obtaining adequate quantities of employees with the necessary e-skills is a challenge. This is a growing international problem with many countries having an insufficient numbers of workers with the right e-Skills. For example: Australia: “Even though there’s 10,000 jobs a year created in IT, there are only 4500 students studying IT at university, and not all of them graduate” (Talevski and Osman, 2013). Brazil: “Brazil’s ICT sector requires about 78,000 [new] people by 2014. But, according to Brasscom, there are only 33,000 youths studying ICT related courses in the country” (Ammachchi, 2012). Canada: “It is widely acknowledged that it is becoming inc reasingly difficult to recruit for a variety of critical ICT occupations –from entry level to seasoned” (Ticoll and Nordicity, 2012). Europe: It is estimated that there will be an e-skills gap within Europe of up to 900,000 (main forecast scenario) ICT pr actitioners by 2020” (Empirica, 2014). Japan: It is reported that 80% of IT and user companies report an e-skills shortage (IPA, IT HR White Paper, 2013) United States: “Unlike the fiscal cliff where we are still peering over the edge, we careened over the “IT Skills Cliff” some years ago as our economy digitalized, mobilized and further “technologized”, and our IT skilled labour supply failed to keep up” (Miano, 2013)

Qualitative Marketing Research: The State of Journal Publications

Qualitative methods in marketing have become essential not only for their classical advantage in consumer behavior, but also for their benefits in dealing with big data and data Qualitative methods in marketing have become essential not only for their classical advantage in consumer behavior, but also for their benefits in dealing with big data and data mining. Research from International Data Corporation (IDC) shows that when it comes to online data, unstructured content accounts for 90% of all digital information. Under these circumstances, this study provides a literature review and analysis on the role and relation of qualitative methods with quantitative methods in marketing research. The paper analyzes research articles that include qualitative studies in the top marketing journals during the last decade and focuses on their topic, domain, methods used and whether they used any triangulation with quantitative methods. Starting from this analysis, the study provides recommendations that can help better integrate qualitative methods in marketing research, academics and practice.mining. Research from International Data Corporation (IDC) shows that when it comes to online data, unstructured content accounts for 90% of all digital information. Under these circumstances, this study provides a literature review and analysis on the role and relation of qualitative methods with quantitative methods in marketing research. The paper analyzes research articles that include qualitative studies in the top marketing journals during the last decade and focuses on their topic, domain, methods used and whether they used any triangulation with quantitative methods. Starting from this analysis, the study provides recommendations that can help better integrate qualitative methods in marketing research, academics and practice

English in the expanding circle of Morocco: Spread, uses, and functions

Research using Kachru’s (1984) World Englishes theoretical framework and Three Circles model has produced a wealth of knowledge about the spread and functions of English to speech communities around the world. However, there is a recognition that disproportionate attention has been accorded across these spheres. The most compelling argument outlining this gap in the literature was offered by Berns (2005) over a decade ago and was reiterated by Elyas and Mahboob (2020) just recently. Berns (2005: 85) concluded that while the bulk of academic research has focused on the use of English in Inner and Outer Circle contexts, the Expanding Circle remains mostly overlooked. Elyas and Mahboob (2020: 1), who co-edited a special journal issue on the North African and Middle East contexts, underscored that the topic of English in these regions ‘is largely under-studied and undertheorized.’ Following Berns’ remarks, numerous studies have focused on this underrepresented context. Nevertheless, despite their solid contributions, these investigations remain insufficient for constructing a comprehensive understanding of the distinct dynamics of the Expanding Circle. To contribute to the Expanding Circle literature, this exploratory, qualitative, macrosociolinguistic study employs Kachru’s (1984) World Englishes theoretical framework to investigate in greater depth the spread, functional range, and domains of English use in the multilingual country of Morocco. Specifically, this study initially provides an overview of the various languages used in Morocco, then outlines the history of its contact with the English language. It next explores English use in Moroccan media, examining in detail the language’s wide-ranging uses in broadcast, digital, print, and film media. This is followed by an in-depth examination of the linguistic landscape of the metropolitan city of Casablanca, with a focus on shop signs and outdoor advertisements. Whilst the users and uses of the English language are the major focus of analysis, additional attention is given to what such a spread means for the other four historically well-established languages of use within this Expanding Circle context: Arabic, French, Spanish, and the indigenous language Tmazight. A further aim of this study is to contribute new perspectives to the existing literature on the distinct dynamics of the Expanding Circle in general

From mainstream to niche: how value regimes shift in emerging economy upgrading

Efforts of emerging economies to upgrade into global market capabilities are often conceptualized as either discrete choices or ongoing experiments. Mediating between these perspectives, this study uses the concepts of value regime and economic imaginary to examine micro-dynamics in upgrading. Based on the case of global business services in Kenya and South Africa, this study shows that upgrading efforts center around mainstream or niche value regimes which align local resources with specific demands and which are guided by economic imaginaries. These are shared theories of value creation and upgrading success which are linked to global discourses and which legitimize certain local investments while hindering others. Findings show how both Kenya and South Africa initially followed mainstream imaginaries according to which meeting global standards attracts clients and helps achieve scalable success. Misalignments with material realities later promoted niche imaginaries which focus on the value of local specificity and exclusiveness and which promoted the rise of impact sourcing and specialty services. Findings indicate how the interplay of material and discursive processes affects upgrading dynamics