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June 24, 2019

Open Letter To Every Girl: Please, Learn How To Code

Andrea Walsh, the CIO of Isentia, has 20 years experience in tech. Here, she write an open letter to women asking them to learn code:

At last count there was more than 6,500 languages spoken in the world, yet there is one that unites us all: code. If there is a single piece of career advice I would give to any young girl (or woman for that matter) it would be, unequivocally, to learn how to code.

I am fortunate enough to be one of the few female CIO’s in Australia and I would love to be surrounded by more women. The problem is, the pipeline is a little thin. This is not only disappointing for the industry, it is a travesty for those women who are missing out on being a part of one of the most exciting, challenging and exhilarating industries there is to work in.

Technology is the great accelerator the 21st century.

Cloud computing, tablets and smartphones have already transformed how we live and work, but the best is yet to come.

We are on the cusp of a technological revolution.

Soon eye-tracking technology will allow us to control tablet devices with a simple eye movement. We will arrive at work in driverless cars. Smartphones will evolve from mobile computers to revolutionary devices with integrated laser that will turn flat surfaces into touchscreens and with built-in GPS systems so accurate they will measure to the closest centimetre. Before long every family will have their own 3D printing with the ability to custom design everything from iPhone cases to ornaments.

At a time when the tech industry is exploding, sadly there are virtually no women coming through the ranks. Each year IT advisory firm Gartner conducts the world’s largest CIO survey to track senior IT leaders around the globe. Disappointingly, the percentage of women CIO’s recorded in the survey has remained largely static since 2004.

This is more than just a little distressing. It is bad for the industry, and even worse for the economy.

We know intuitively that diversity matters and research has affirmed this thinking time and time again. For example, in 2015 McKinsey published the Diversity dividend highlighting that gender-diverse companies are 15% more likely to outperform others. Perhaps even more interesting to note is that half of the companies listed in the Fortune 10 are women. With technology now an integral of any businesses’ success, surely this healthy representation of women in leadership and obvious return is no coincidence?

As a woman passionate about the contribution females make to the industry, I am heartened by this promise of progress with the big players. But we still have a long way to go.  If the industry as a whole does not change, it won’t reach it’s full potential

Firstly, we need to start engaging future female CIO’s now. My daughter is eight and she is already learning to code.

So should every other 8 year old girl in the country. Digital literacy should be as important as any other form of literacy. We need to generate a movement like Michelle Obama’s #builtbygirls campaign in the US, where all young girls are encouraged to engage with technology early and stay ‘hooked’. We need to make sure coding is no longer relegated to the domain of boys.

We also need to ensure that women in the industry are remunerated appropriately.

The good news is, as far as other industries go the tech sector is faring considerably well. A 2016 report showed that women in technology are paid 8% less than their male counterparts. While parity is still yet to be achieved this is a significant milestone for the industry when across all sectors the national gender pay gap sits at around 16%.

If the industry can see the value women bring and we are bridging the gap in payscales at a much faster rate than other sector, why are we attracting so few women into the field? Campaigner for women in tech, Melinda Gates, has defined the problem as a ‘the leaky pipehole’ that sees females veer away from a technology career pathway as they move through primary school, high school, University and then into the industry. In the US, 57% of professional occupations are held by women, however females are represented in just 25% of computing jobs. In Australia it’s a similar story. A study from Professionals Australia reported 28% female representation in all science, technology, engineering and mathematics-related professions.

Although it is clear that we have a problem on our hands, we have many reasons to remain optimistic. Women like Gates and her comrades – Sheryl Sandberg, Marissa Meyer and Diane Green – are all working to encourage more women into the field. Then there are groups like FITT, a tremendous not-for-profit organisation solely focused on inspiring more women to achieve their career aspirations in technology through strong peer networking programs to guide young women coming through the ranks. I am also buoyed the growing number of girls opting to study STEM at school. Here in NSW for by example, the girls studying either maths or science increased from 5.4% in 2001 to 14.6% in 2014, while the level for boys has only risen from 2.1% to 5.9%. But there’s still work to do.

As a woman who has been fortunate enough to enjoy an enduring, challenging and meaningful career in tech despite the unfavourable odds, I am extremely passionate about seeing other women benefit from the technology explosion and embark on a career in what I can only describe as one of the most exciting, well-paid and sustainable sectors there is.

If you are lucky enough to work in this exciting industry, please share your stories of success with our girls and inspire them. Keeping them engaged will help us achieve the diversity in thinking needed to use technology to solve some of the greatest problems.

Next time a girl asks you for career advice, please share that the secret to future success is simple: learn to code.

Best,

Andrea Walsh, CIO, Isentia

Original published on : Women Love Tech

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The state of the electric vehicle industry in Malaysia

Malaysia's automotive industry is one of the more environmentally-friendly industries. Various parties, such as the government and local automotive industry players, have continuously sought to promote electric vehicles (EVs). 

The subject of electric vehicles (EV) is growing among the Malaysian public in the social media sphere due to continuous efforts to promote EVs by various parties such as the government, local automotive industry players as well as companies directly involved in several aspects of EV (charging facilities/networks etc.)


Using data from Pulsar, Isentia analysed the conversations surrounding the topic of EV amongst Malaysia's social media users.

 

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How did discussions involving electric vehicles in Malaysia go?

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In this word bank powered by Isentia’s vast datasets, some of the most common keywords used by Malaysians when discussing EVs, apart from the topic itself, are 'drive', 'chargers', and 'battery'. EV is also associated with ‘future’ and ‘expensive’.

Across the country, social media users agreed that Malaysia is lagging behind neighbouring nations (such as Indonesia and Thailand) in EV facilities and vehicle development. They also agree that EVs are only accessible to rich people in the country because of a lack of affordable options and that the Malaysian government and other players should do more to promote electric vehicles as a practical form of transportation.

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What are the audience segments that have been talking about electric cars online?

Malaysian social media users who are more interested in electric vehicles are most interested in watching movies and TV. The three main audience segments include the Conservatives, Technology Enthusiasts, and Innovation Seekers. They are predominantly male audiences aged between 18 and 24. 

They also have high media affinity with Malaysia's prominent media outlets, such as Astro Awani, Bernama, and technology-focused outlets, such as Amanz and Digital News Asia.

 

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Conservatives follow social media accounts of mainstream news outlets and the government (ministers, ministries, agencies etc.) They believe government policies would benefit their daily lives, such as EV-related ones.

Technology enthusiasts seek out exciting posts on new technologies and actively participate in discussions surrounding them. They are advocates of technologies that would make the environment that they live in better, as well as efficient technologies.

Innovation seekers are actively sharing news and involved in conversations about innovations that enhance the development of industries relying on the newest technology. They tend to evolve their lifestyles accordingly and embrace innovations available at their disposal.

 

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What are the catalysts of EV discussions among Malaysians?

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Several points between April and July 2022 peaked due to active discussions among Malaysians on EV:

Launch of Automotive High-Tech Valley on 14 April - The launch would assist in positioning Malaysia as a hub for EV manufacturers and component suppliers to the ASEAN market.

Foxconn announced plans to build a facility in Malaysia on 19 May - Taiwanese company Foxconn plans to build a chip production facility in Malaysia with Malaysia's Dagang NeXchange Berhad to fulfil the demand for EV semiconductors.

Criticism of parking at charging facilities on 10 June - There was criticism towards road users in Malaysia who parked their vehicles at EV charging facilities.

Samsung develops plant in Malaysia on 21 June - Samsung SDI Energy Malaysia Sdn Bhd announced that they are developing a RM7 billion plant in Negeri Sembilan to pioneer the EV battery cell industry in the country.

First Range Extended EV developed in Malaysia on 21 July - Mimos Berhad has developed the first Range Extended Electric Vehicle (RE-EV) in Malaysia with the cooperation of Motosikal dan Enjin Nasional Sdn Bhd (Modenas) and Universiti Malaysia Perlis (UniMAP).

Get in touch with Isentia today to learn more about what consumers are saying about your brand. 

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This blog was produced using data from our sister company 
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Isentia Malaysia Case Study | Electric Vehicle (EV) Conversations in Malaysia’s Social Media Sphere
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How the recent Therapeutic Goods Advertising Code is changing the rules around skincare advertising in Australia.

What has an influencer endorsement or testimonial influenced you to buy lately? Would you have purchased it otherwise? Well, you may see less of this type of advertising in the coming years in Australia. Using Pulsar's recent report on the online conversation on sunscreen and SPF, we can understand how audience intelligence and media monitoring can help organisations direct and target their messaging and operations in response to (for example) significant regulatory changes. 

Last year the Therapeutic Goods Administration announced the release of the new Therapeutic Advertising Code that came into A pivotal reform to the code involves restrictions on testimonials and endorsements of therapeutic goods in advertising, including social media. Influencers were flurrying about how they would continue to promote therapeutic products like sunscreens, skinny teas, collagen powders and the like within Australia. 

The code allows for genuine, unpaid testimonials in advertising. Still, it prohibits influencers from making testimonials or endorsements based on their own experiences due to using a product. They can only stick to communicating the product's aims and purpose as claimed by the product's labelling and instructions. The recommendation must also align with the product's purpose, as the Australian Register of Therapeutic Goods records.

So why is this happening, and how can influencers still operate under these new regulations? The TGA ensures that consumers can trust that recommendations are unbiased without the influence of incentives, including gifts. There is a further requirement for social media influencers to include mandatory statements in their advertisements depending on the type of product and its availability to the public. The TGA also highlighted that they aren't making any unusual changes but are just aligning advertising on new platforms with code that previously targeted more traditional forms of advertising.

The code requires all testimonials that are in breach to have been taken down by July 1st.

But some influencers have not taken to the new regulations well, believing the new rules will hinder a critical source of information for consumers and audiences. Australian sunscreen (Naked Sundays) owner Samantha Brett, told the Sydney Morning Herald Emerald City she believes sunscreen should be exempt from the laws asking, "How else will those who are influenced by social media, particularly Millennials who are most at risk of melanoma, be encouraged to use sunscreen every day."

On August 22nd, Got-to Skincare's founder Zoe Foster Blake posted a statement on Instagram to announce the release of a new SPF 50 sunscreen product and how the code impinges people's sun protection practices and knowledge.

“I believe elements of the code have the potential to reverse the momentum public health, cancer awareness groups, and skin specialists have been building for years to ensure Australians wear sunscreen daily”.

Foster-Blake goes on to highlight how some still find sunscreen polarising and unappealing. 

“Many consumers still believe sunscreen is gross, thick, greasy. It’s not.”

But are younger demographics, influenced by social media, confused about sunscreen use? Social discussion would say the answer is yes. Where to apply, how many times to reapply and in what settings is wearing sunscreen necessary are some questions people are asking.

Social media conversation around sunscreen is evolving and recorded by Pulsar as a therapeutic good that goes beyond a necessary use case. Sunscreen is feeling the influences of climate change activists and holistic beauty trend-setters tied to long-term health values.

@sethobrien using the recommended amount of sunscreen for the first time #skincare @cerave ♬ original sound - Sethobrien

Promoting sunscreen and daily SPF use on social media has a positive impact on long-term health and beauty maintenance and protection against skin cancers; 51.1% of Australians' reasons for applying sunscreen, as discussed in online conversation, is to protect against skin cancers.

There is still confusion around SPF levels and growing concerns around online conversation promoting misinformation that sunscreen use increases the likelihood of ailments like melanoma, reportedly one of the most common cancers in young adults.

Social media conversation and prolific posting of beauty & wellness-related content frame spaces where skincare brands can find their niche. Brands like Cerave and Supergoop are finding ways to differentiate their branding to appeal to specific communities (meet their communities in the full report). Is this new code holding social media influencers to account for their sway over masses of followers? Or is it taking away a vital information-sharing source? Time will tell if the regulations will significantly impact beauty and wellness influencer marketing in Australia. However, the effects may be taking hold now. If you look up sunscreen and SPF on tiktok, you will notice a decrease in related content since the end of 2021.

Avoid the risk of getting burnt and check the code to ensure you’re not in breach.

Discover the full report

Want to understand how therapeutic goods are driving beauty trends and changing the intersection between health and beauty? Download Pulsar’s report “Applying audience intelligence to Sunscreen”.

Contact Isentia to stay on top of media topics that impact your organisation!

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Will wellness brands need to rethink how they use and apply influencer marketing?

How the recent Therapeutic Goods Advertising Code is changing the rules around skincare advertising in Australia. What has an influencer endorsement or testimonial influenced you to buy lately? Would you have purchased it otherwise? Well, you may see less of this type of advertising in the coming years in Australia. Using Pulsar’s recent report on the online […]

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Sustainability in businesses, and where to draw the line

With consumers taking more of an interest in living a sustainable lifestyle, many companies are prompted to take steps to reduce their environmental impact and embrace sustainability.

 

However, what happens when companies make false claims that they are more sustainable than they actually are? This is where greenwashing comes in. Greenwashing is when a brand frames itself to be environmentally conscious for marketing purposes but is not making any notable sustainability efforts.

 

We analysed conversations on greenwashing among Malaysia's social media users powered by Pulsar's data.

 

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Who is involved and how did these discussions on greenwashing go?

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Our study shows that the term "greenwashing" is not as widely used when consumers call out practices that mislead the people with positive communications on environmental and sustainability practices when it is not. 

 

'Investment', 'banking', 'ESG', and 'sustainability’ are just some of the keywords most commonly used when Malaysians talk about greenwashing. 

 

Consumers tend to be sceptical and raise concerns with sustainability claims as they question the effectiveness and legitimacy of such initiatives. Some have linked such "green efforts" as a tactic for cost-cutting and even for financial gains.

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What are the audience segments that have been talking about greenwashing online?

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Malaysians talking about greenwashing online lean slightly more towards males. In terms of age group, the 18 to 24 years old have shown stronger interest in the topic. 

 

They are most interested in watching movies and TV and have high media affinity with some of the nation’s prominent media outlets such as Astro Awani, The Star, and Bernama. They tend to be sentimental, particular, and analytical.    

 

The top three audience segments we have identified talking about greenwashing are The Green Lovers, The Informers, and the Activists

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The Green Lovers who are passionate about sustainable lifestyle are highly interested in entertainment and social issues. Their choices are driven by a desire for well-being. 

 

The Informers, on the other hand, follow media outlets such as Astro Awani, The Star, and Bernama and tend to share content that concern the people with their networks. Their desire for organisation drives the choices that they make.


The Activists describe themselves as advocates for social issues. They follow political figures such as Khairy Jamaluddin, Syed Saddiq, and Hannah Yeoh. They are philosophical, authority-challenging, and empathetic.

Despite having different interests, their purchase decisions are likely to be influenced by online advertisements, brand names, and social media.

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What industries do consumers associate with greenwashing?

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Sustainable businesses are focused on continuous improvement and long-term goals. They seek to promote the health of a company and the community in which it operates while balancing these goals with the need to develop profit.

 

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However, despite efforts to campaign for sustainability and adhere to ESG (Environmental, Social, and Governance) standards, some industries such as banking, oil and gas, and fast fashion have been called out for greenwashing.

Consumers have also pointed out initiatives such as the RM0.20 plastic bag pollution charges by the public sector for missing the ESG mark for seemingly profiting from the use of plastic bags. 

Generally, these sectors have been criticised for failing to fulfil their 'green commitments’ adequately.

Greenwashing can be harmful to a company’s reputation in the long run. As many consumers are focusing on ‘conscious consumerism’, companies are expected to live up to their sustainability goals. 

 

Get in touch with Isentia today to learn more about what consumers are saying about your company and brand in relation to greenwashing.

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Isentia Malaysia Case Study: Exploring Malaysians’ Perception of Greenwashing
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Alert the media! Audiences are more informed than ever but can there be too much of a good thing? Experts say that the internet has democratised free speech, but when there is too much content to choose from, we're left overwhelmed, trying to escape a boundless house haunted by trolls, clickbait and conspiracy theorists.

 Isentia’s webinar, Misinformation: Stopping the Spread, brought together three expert communicators, journalists, data analysts and fighters of fake news to discuss how PR and comms professionals can best navigate misinformation.   

Follow these tips so your audiences find your communications and social media strategy is informed and reliable.

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1. Conserve public opinion that uses facts 

While the internet, including social media, can be a hub of helpful information from DIY projects, recipes and tips to fight misinformation… It's also an open platform for anyone to post and publicise anything. Pulsar CEO and Cofounder Fran D'Orazio encourages comms professionals to promote public opinion that's built on a contextually rich foundation so that the everyday scroller sees more than a title and a tagline. 

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2. Call out misinformation, even your own

Content creator @sydneyraz, known for his "things to know before you're in your 30s" content, corrected his misinformation post from 2021, where he said you could store your avocados in water to stop them browning. Reputable news outlets, food experts and the FDA responded to his original post, saying this avo hack could actually put you at risk of salmonella and listeria poisoning. Unless misinformation is called out and unreliable content is debunked, media consumers will struggle to know what is correct and who to trust.

3. Seek out the experts

If your misinformation senses are tingling, don't hesitate to send content and questions to groups with expertise in this area. Initiatives like RMIT Factlab and The Disinformation Project investigate misinformation on media platforms. RMIT Factlab takes misinformation Meta has identified, and then fact checks it. They then write an article, post it on their site, and provide it to Meta, who attaches the URL to the original fake news post - offering the opportunity for people to read the truth first. Throughout this process, Meta, using its algorithms, downgrades fake news, so it's not seen as often. "It is better to work with them [Meta], so some misinformation is downgraded, rather than not having a relationship with them," says Sushi Das, Assistant Director of RMIT Factlab. 

4. Share truth

Kate-Hannah of the Disinformation Project recommends equipping people with tools like counterspeech to use in discourse spaces. Think about how stories and fact-checking tools can divert a negative conversation and direct it onto the main issue or reveal more context. Empathy, humour and reminding perpetrators of ill-informed public messaging of the consequences to spreading hate or dangerous speech, are some communication strategies to use.

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5. Ensure a source is reliable 

"Everybody is sort of a publisher now," says Sushi Das. We all deserve to feel like we're in a safe space, but the ungovernable realm of the online world puts safety into question. We are all tapping into our smart devices for news content but the key is having high standards of the publishers and creators whose content you consume. Traditional media is still held to account with regulations to follow and trained journalists on staff - posing a strong force against misinformation. With standards, regulations and trained journalists, their outputs are a strong force against exposure to misinformation. The moment a news story goes online, the context is at risk of being blurred, whether a filter is used or not.

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[embed width="1080" height="450"]https://public.flourish.studio/visualisation/10098209[embed]

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6. Bring context into the mix

What does context look like in a world still learning to understand the vague guidelines governing online spaces? The devil truly is in the details or the lack of them. Pulsar's recent partnership with Newsguard, "the Internet's trust tool," helps them rate outlets producing news content based on such specific details: their standards of accountability, do they gather info responsibly, and correct their own errors? The results contribute to a credibility score. Data powered by Pulsar show which brands are most susceptible to having misinformation about them distributed online - showing that every sector is vulnerable.

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7. Consider framing

There are multiple ways to frame a conversation or narrative. Kate-Hannah says, "there is a responsibility to tell the truth, but in ways that help people make good decisions." People need to be reading the news, not switching off. When reading or producing news content consider how you want readers to feel, but also what you want them to do with that information. Hannah during the webinar, referred to an instance in New Zealand where exposure in the city of Whangarei to Covid-19 spurred people to get tested even in the intense heat. Hannah holds journalists to account for their negative framing of that event, and offers an alternative, that those lining up to get tested in those conditions are ensuring the safety of their community.        

8. Prioritise what issues you’re going to speak to 

Fran D'Orazio says there is a big job in predicting what narratives will spin out of control, "if you try and attack all the different fronts that get opened on the web, it's difficult to make an impact." Brands must choose what battles to fight and prioritise who should be answered. Develop a response framework for your brand to use when it’s found to be in the middle of a misinformed online dispute. Answer these questions, who are those agitators that need a response and what should they, along with their followers, take away from your response? 

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9. Anticipate rather than confront 

Anticipate the impact of a narrative on particular audiences. If you confront an audience already exposed to a misinformation narrative, they are unlikely to change their mind. If you anticipate them and introduce that audience to a truthful record, you may manage to immunise them once they encounter the myths. 

10. Improve your media and news literacy

It may be your first impulse to hit that share button but "stop and think before you share anything. That share button is a trigger." Sushi Das says, "everyone needs to be aware of themselves." Question what you see and how the content makes you feel. Don't just read a headline and share it with your communities; use resources like First Draft and NewsWhip to better verify what you and your audiences are consuming online. 

Extensive research into misinformation is showing that people are getting splintered into different realities based on the news they consume and the algorithms that continue the pattern of content. By developing our media literacy and sharing the truth with our communities, experts say we can change people's minds before they engage with falsehoods. It Just goes to show, don't keep an avocado in water…or accept everything you see online as fact.

 If you see something that is mis or disinformation, send them to initiatives like, info@thedisinfoproject.org or RMIT Factlab.

Watch Isentia's webinar, "Misinformation: Stopping the Spread", for more.

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