It’s all Greek to me: crossing domain-specific language barriers to grow an international simulation community

Deanna Hutchinson, Managing Director, The Simulation Agency

Christabel Strong, Knowledge Assets Specialist, The Simulation Agency Nicolette Johnson, Project Officer, The Simulation Agency

Email dhutchinson@simulationagency.com cstrong@simulationagency.com

njohnson@simulationagency.com

Abstract Just as Servilius Casca in Shakespeare’s Julius Caesar said “it was Greek to me” in reference to his inability to understand the true meaning of a dialogue he was party to, so might the broader business and academic community feel excluded from simulation dialogue because of a language barrier. However this barrier does not originate in geographic or racial differences, but is directly related to the rules and boundaries of particular work and social groupings as well as the psychology of professional domains including engineering, IT and education. Joining the simulation community has been described as jumping “through the looking glass” – there’s a whole new exciting world that can’t be un-known once experienced. The challenge facing who have made the jump, lies in encouraging others with shared interests to also make that leap of faith. The simulation industry internationally has been organised around representative entities that leverage annual conferences as key channels for connecting with current and future audiences. History shows that splinter groups have been highly effective in establishing new niches while more established entities have begun diversifying beyond traditional markets to incorporate newer emergent professions and industries. The simulation industry in Australia continues to demonstrate leadership in the multi-sector engagement model, perhaps because of the particular characteristics of the marketplace - including its comparatively small size. Regardless of the reason, the level of activity means the region is a logical starting point for a study about crossing language barriers to grow the community. This paper will examine the performance of the SimTecT conferences between the years 2002 and 2012 through the lenses of society and culture, language philosophy and linguistics, with a view to identifying strategies for more effective community engagement. The paper will highlight the role of SimTecT in growing the community, as well as analyse various elements of SimTecT as an event to identify its their communication value and effectiveness. Particular attention will be paid to the nuances of language and how this has developed over the given period.

1. INTRODUCTION Most simulation professionals will relate to the challenge of explaining their work in a social setting. Unlike well-established professions such as medicine, law and construction, simulation remains somewhat of an enigma to people outside the identified simulation community. In fact, a phrase that often emerges during such intercourses is “it’s really quite complex”. Considering simulation has been widely adopted in some form or another for millennia, this is quite surprising. A further reason for surprise is the reasonably diverse (professionally and geographically) scope of activity that has been working to grow understanding of simulation for more than forty years.

This paper explores several issues to determine how they contribute to the still relatively ‘underground’ and misunderstood status of the simulation profession: • Choice of language – words, phrases,

interpretations

• Choice of communication mediums, specifically the role of academic conferences and trade shows

• Market segmentation – how well is the target audience defined and understood?

• Strategy – what is the relationship between conference/peak body objectives and results?

• Role models – Leadership and champions

2. A GLOBAL SIMULATION PERSPECTIVE The global simulation community could be described as a network, with many collaborations and working relationships between the key organisations, underpinned by the multinational presence of the major simulation development companies. While connected, each stakeholder group is clearly working to a set of objectives that is ‘unique’ to their scope, whether that is defined by geography or professional practice. What each has in common is a strong belief that simulation should be more widely used to benefit society.

Looking at the stated objectives of ten significant simulation forums (outlined in Table 1), it would seem that the challenge for growing the community, and for connecting research and practice, remains a high priority across disciplines and regions. There is a clear message about progressing simulation as a professional field, and the conference objectives are either aligned to, or the same as those of the professional body that organises the event.

It could further be inferred that: • the academic community in various disciplines is

reasonably well engaged, evidenced by the program content of these events (keynote addresses, conference papers);

• the strong presence of exhibitors and sponsors indicates good connections across the simulation supply chain (government and private sector); and

• the leadership of each conference also demonstrates a level of engagement with one or more target audiences – best highlighted by the participation of senior military officials in both ITEC and ITSEC

committees, yet this is not fully meeting the objective of growing the community.

Table 1 Summary of key simulation conferences Event, region Year

first run Organiser 2013 Leadership Objective

1. SimTecT, Australia

1995 Simulation Australia

Deanna Hutchinson “to further advance the research, development and use of simulation technologies and practices in Australian society, industry, academia and government.” (Simulation Australia, n.d.-a)

2. SimHealth, Australia

2007 Simulation Australia (Australian Society for Simulation in Healthcare)

Stephanie O’Regan “to promote simulation education, training and research to enhance the safety and quality in healthcare”(Simulation Australia, n.d.-b)

3. I/ITSEC, USA 1966 National Training and Simulation Association

James Robb, USN (Ret.)

“focused on highlighting the modeling and simulation value proposition to key leaders on the Hill, the services and industry.”(Robb USN (Ret), n.d.)

4. ITEC, UK/Europe <1993 National Training and Simulation Association

Clarion events “provides … a platform to discuss developments in this evolving market and exchange ideas about future requirements for military training and simulation.” (undisclosed, n.d.-a)

5. Winter Simulation Conference, Int’l

1967 Consortia of 7 major professional bodies related to simulation

Ray Hill PCE “serves as a catalyst for the interactions between simulation professionals in academia, government, and industry that are essential to future progress of the field.”(James R Wilson et al, 1996)

6. Summer Computer Simulation Conference/ Summer Simulation Conference, Int’l

1998 The Society for Modelling and Simulation International, Liophant

Dr. Abdolreza Abhari “focuses on modeling and simulation, tools, theory, methodologies and applications, providing a forum the latest R&D results in academia and industry” (undisclosed, n.d.-b)

7. Spring Simulation Conference, USA

1999? The Society for Modelling and Simulation International

Dr Andreas Tolk “advancing the use of modeling & simulation to solve real-world problems …the advancement of simulation and allied computer arts in all fields… facilitating communication among professionals in the field of simulation.”(Society for Modelling and Simulation International, n.d.)

8. MODSIM (International Congress on Modelling and Simulation), Australia/NZ

1974 Modelling and Simulation Society of Australia and New Zealand Inc.

Professor Tony Jakeman

“to promote, develop and assist in the study of all areas of modelling and simulation.” (Modelling and Simulation Society of Australia and New Zealand, n.d.)

9. Symposium on Simulation for Architecture and Urban Design, USA

2010 The Society for Modelling and Simulation International

Assoc Prof Liam O'Brien

“to build a collaborative simulation framework, in support of sustainability, where academia, government, and industry can participate and contribute.”(undisclosed, n.d.-c)

10. International Simulation and Gaming Association Conference, Europe

1970 International Simulation and Gaming Association

Assoc Prof Sebastiaan Meijer

“a forum for enhancing gaming simulation and related approaches… computer and web‐based simulation games, board based games, role‐play games, learning games, policy exercises and scenario games … new developments in digital games, game‐based learning and gamification” (Willy Christian Kriz, n.d.)

3. WHY IS THE LANGAUGE OF SIMTECT UNDER REVIEW?

In 2010, SimTecT hit a low. Buzz on the exhibition floor suggested it was time to draw the curtains and

merge with other Defence events. Moving fully into the Defence market in this way was rejected on the basis that Simulation Australia had a clear goal of growing the diversity of the simulation community – a goal that

could not be achieved by consolidating in one market. But a clear challenge had been identified. SimTecT needed reviving, urgently. A stakeholder engagement survey in late 2010 highlighted that while SimTecT had a purpose (to stimulate demand for simulation resulting in enhanced workforce capability to secure Australia’s future) we were lacking clarity about our priorities. Which audiences and areas of application were we focussing on? And we lacked a sustainable vision. The one question we needed to answer:

What should the future SimTecT look like?

The 2010 conference focused on consolidating our strengths (the use of simulation for training in Defence was prioritized) while we explored a way forward. In 2011, Simulation Australia engaged the services of multi-award-winning global advertising agency Sapient Nitro to develop a marketing campaign for SimTecT 2012. The rationale for this was a belief that Simulation Australia and the SimTecT organizing committee had become too “blinded by the obvious” and in danger of “preaching to the converted” instead of growing the SimTecT audience beyond the Defence training simulation community. The briefing process and subsequent working relationship was incredibly challenging, primarily because of difficulty in reaching shared understanding about the nature and purpose of SimTecT, and how to communicate this to target market segments.

We learned that something that was ensuring our survival was also stifling our growth.

Figure 1: Attendances by segment SimTecT 2006-2012

As shown in Figure 1, a significant customer group for SimTecT – career researchers in the fields of engineering and science, many of whom are founding delegates who saw Simulation Australia establish out of a Cooperative Research Centre submission driven by

the Defence Science and Technology Organisation – being heavily steeped in academic tradition, were attracted to SimTecT for very different reasons than the practitioner audience we were trying to attract. Our mission became finding a way to align educating non-academics with continuing to provide a forum for growing the body of knowledge through academic publications. Some of the challenges inherent in this task are discussed later in this paper. Suffice to say, this challenge should not be underestimated.

Ultimately, the Sapient Nitro experience (combined with prior knowledge gathered during the stakeholder interviews in 2010) highlighted conflict at the business strategy level that was filtering through to communication activities. Specifically, it was delivering an ambiguity in the messages we were communicating. We needed to understand this.

4. ANALYSING OUR DIALGOUE

Word clouds are a fabulous tool for representing key themes and messages that a business organization consciously or unconsciously promotes through their use of language. We have gathered our word data using Wordles. “A beautiful word cloud, a Wordle is a toy for generating “word clouds” from text that you provide. The clouds give greater prominence to words that appear more frequently in the source text”(Undisclosed, 2013a). Using wordle.net, a thorough examination of both the language of SimTecT and the language of SimTecT customers (present and potential) has been undertaken. The scope of analysis included: • Conference themes

• Keynote addresses (names and topics)

• Conference papers (abstracts)

• Other simulation conferences (Objectives)

• Professional and industry bodies serving the target audience of SimTecT (Member Benefits and About Us pages of website). Websites reviewed: Engineers Australia, Australian Institute of Training and Development, Construction Forestry Mining and Energy Union, Universities Australia, Australian Institute of Company Directors, Minerals Council of Australia, Australian Industry Group, Defence Teaming Centre

• Significant businesses in the target audience (About Us, Work for Us pages of the website) Websites reviewed: Qantas, Singapore Airlines, Virgin Australia, BHP Billiton, Rio Tinto, Emergency Management Australia, QUT, UNSW, UniSA, Leighton Contractors, BAE Systems, Lockheed Martin

• Previous sponsors of SimTecT (About Us, Work for Us pages of the website) Websites reviewed: Bohemia Interactive, CAE, Raytheon, Thales, General Dynamics, Queensland Government – Invest Queensland, South Australian Government – DMITRE

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• Key media outlets (Front page) Websites reviewed: Australian Financial Review, news.com.au, Huffington Post, Reddit

• Consumer products most likely to be owned by the target audience (product overview pages of the website). Websites reviewed: Apple iPhone 5, Samsung Galaxy 4 S

The following section discusses the results. 4.1 SIMTECT – A TRAINING OR TECHNOLOGY CONFERENCE?

As shown in Figure 2, the conference themes over 10 years SimTecT, from 2002-2012, present a very clear message! Figure 2: SimTecT Conference Themes 2002-2012

This message is resonating with the simulation community and certain stakeholders in Defence, but perhaps not with the target growth sectors of mining and construction, transport and emergency management as can be seen by the attendance of SimTecT 2012 (Figure 3). Figure 3: 2012 Conference delegates by sector

A year-on-year analysis shows that development of training systems was the focus in 2007 when SimTecT addressed the theme of Improving Capability and Competitiveness. A much stronger focus on systems to support training and learning emerges in 2008, when SimTecT is looking at Maximising Organisational Benefits through information. Training still dominates

papers in 2009, although the conference theme Concepts, Capability and Technology sees this supported by a broader agenda of practice including data information systems. In 2010 training remains consistent with data emerging as critical to Improving Capability and Reducing the Cost of Ownership.

The Simulation Australia board made a strategic decision in mid-2010 to increase the focus on training. The strategies employed to achieve this were clearly successful, as the conference explored issues relating to excellence in training and decision support. An analysis of all training papers from 2007 to 2011 identifies the keywords for simulation training in Australia - Provide learning environment development using virtual knowledge system support. In 2008, behaviour was a central theme among training papers – the conference theme for this year was Maximising Organisational Benefits and used words like tactical, games, support, operational, skills, cognitive, communication, learning, knowledge, aircraft and support. The 2009 Training papers show a shift in focus from training to learning. The conference theme this year was Concepts, Capability and Technology. Authors of training papers were keen to provide in 2010, when the conference theme was Improving Capability and Reducing the Cost of Ownership. However, data remained high and the new interface popped in with fidelity and command. Training papers in 2011 were quite diverse, demonstrating that excellence in training and decision support involves many elements within the Australian Defence Force.

In 2009, 2010, and 2011, a Serious Games papers stream focused on the development of serious games systems for learning, development and training. (In 2008, a stream on Training Technologies drew out similar themes to the serious games stream - Training development using learning systems, cyber warfare and environment.)

Figure 4: Keynote topics at SimTecT 2002-2012

The key themes emerging in Keynote Addresses for SimTecT over the ten years highlight a very masculine focus. Mr, Dr and Defence dominate, supported by Professor, manufacturing, serious, human, General, Australian, flight, games, challenges and security. Surprisingly, this word cloud also showed that the popular names of people in these sorts of positions are Davids, Roberts and Michaels!

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Education

Government

Health

Mining andConstructionOther

Simulation

Transport

Figure 5: What do you think was the best aspect of the SimTecT Conference?

Combining this with attendance and evaluation data from SimTecT 2012 (see Figure 5), we can make at least two inferences:

• We are effectively using keynote speakers as a “message source” (research shows how characteristics of individuals such as credibility, attractiveness and power influence communication effectiveness). (George E. Belch., and Michael A. Belch., 1993). Most marketing professionals recognise that people are more likely to be influenced by a persuasive appeal if it is perceived as coming from someone with whom they feel a sense of similarity (J. Mills and J. Jellison, 1969).

• Crucially, the stand out words could be described as hard, cold, masculine, as opposed to warm, welcoming, community (for example, the use of the word human instead of people and titles such as Dr, Mr, General and Professor). It is possible that this presents a less effective way of communicating with the consumer

1) as it emits a message of “untouchable” through an academic elitism that is perceived as unattainable for the general consumer, way over their heads and not for them; the product, they think, does not apply.

2) it does not make for a warm and enticing invitation, especially when the crux of new systems, training and development is support.

Papers also play an important role in reinforcing the message. Using word clouds constructed from the abstracts of SimTecT papers from 2007-2011 (the word simulation was removed for the purpose of this analysis), it is apparent that SimTect has retained its training focus over this period (Figure 6). A focus on the top 25 words from this word cloud suggests some key words to be defined in a glossary of simulation terms – Training, systems, data, development, environment, design, capability, performance, models, defence and used.

Figure 6: SimTecT papers (abstracts) 2007-2012

This challenge is common to simulation forums worldwide. Industry, academia, government, based, modeling, training, developments, professionals, use, computers is a nice summary of how the top 10 simulation conferences sell their purpose (from the objectives in Table 1). This is quite different to the words used by a key customer segment (simulation industry and government sponsors of SimTecT to describe their respective organisations (Figure 7).

Figure 7: All SimTecT Sponsors

4.2 ARE WE BEING TOO RATIONAL? Message appeals are one of the most important factors in making the choice of appropriate appeal to the consumer; leaning to either the rational/logical informative decision making process, or provoking with visual elements aimed at evoking more feeling and emotional reactions. (George E. Belch., and Michael A. Belch., 1993). “Rational appeals require a certain level of interest or involvement and information processing on the part of the message receiver to be effective… Whilst the rational appeal evident through the SimTecT 2002-2012 word clouds is important, it is very dry terminology and likely disinterests or fails to engage many consumers. These word clouds were tested with some of the target audience, and the following comment sums it up: “this is so dry, it’s dehydrating just reading it! Why would I want to go to a conference that made me feel like I was dying in a desert without hope of ever finding an oasis?! I want people, social, technology, gizmos and sex!” “People buy on emotion then justify their decision with facts… Neurological research as well as a substantial body of anecdotal evidence supports this premise. In

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describing the work of the Supreme Court, Justice William O. Douglas pointed out, "At the constitutional level where we work, 90% of any decision is emotional. The rational part of us supplies the reasons for supporting our predilections” (Ken Orwig, 2013). 5. APPEALING TO CUSTOMERS

“The consumer's perceptions of (opinions about) the product or service define its subjective characteristics. These characteristics determine the appropriate dominant mood. Opinions of the advertiser [SimTecT] should never decide the dominant mood” (Ken Orwig, 2013). “The term "dominant mood" describes where the product's most important appeal resides on the scale between rational and emotional”(Ken Orwig, 2013). There are many common factors shared by rapidly growing communities. And, there is no denying that what some do better than others, is effectively communicate; that is they leverage the dominant mood of the customer base they are targeting.

The following insights are the result of researching the ‘about’ and ‘recruitment’ information of popular international conferences like TED, CES (Consumer Electronics Show) and the conferences listed in Table 1 collectively. We looked at popular culture media websites including news.com.au, The Financial Review, and consumer products like smartphones, alongside SimTecT aligned industries, business customers, and major sponsors. We wanted to know what it is that makes these brands attractive. What language do they use in order to increase engagement? What is the dominant mood?

TED is an international not-for-profit conference that brings people and three worlds together: Technology, Entertainment, Design (TED Conference, 2013). TED recognizes the need for engaging events. Figure 8 tells the TED story: Thinkers Spreading Ideas Together. The words entertainment, passionately, ideas, together, souls, engage, believe, worth, fascinating and broader also stand out.

TED is devoted to Ideas Worth Spreading. It recognizes that to provide and promote a platform of ideas worth spreading, it has to practice what it preaches. TED understands information, but more importantly it understands consumer entertainment and engagement and the value of relating to its publics (PR). This is one of the most influential forums of the decade, and it has entertainment as a prominent word. TED has placed such importance on this word that it makes up part of the organisation’s name.

TED conference creator, Richard Saul Wurman said that “I just wanted to throw the worlds best dinner party” (Undisclosed, 2013e). What do we do at great dinner parties? We celebrate and indulge in delicious faire, we are stimulated and engaged in great conversation and company.

Figure 8: TED

Like TED, Games for Change catalyzes social impact through digital games…[It] facilitates the creation and distribution of social impact games that serve as critical tools in humanitarian and educational efforts….We aim to leverage entertainment and engagement for social good” (Undisclosed, 2013f). The Games for Change word cloud in Figure 9 shouts out things like entertainment, social, positive, engagement, games, change, interested, educational, uniting and humanitarian. Or, if you read it another way, Games Impact Social Change. It is no wonder with a positive mission like this that Games for Change is the biggest gaming conference event in New York City and the leading international event for those “interested in accessing the positive social impact of games” (Undisclosed, 2013f).

Figure 9: Games for Change

Along with entertainment, geography, celebrity (including brands), food, finances and emotion feature strongly in the word cloud (Figure 10) produced from the front pages of news.com.au, The Huffington Post, the Australian Financial Review and Reddit (28 August 2013). We are a parochial bunch but the world is getting smaller the more we have access to current affairs.

Figure 10: Popular media

The “life” theme also permeates the language of arguably our top-selling consumer item, the smartphone. Both Apple and Samsung have mastered the art of rationalizing the emotional purchase of a phone (every friends photos, one quality life, easy) through the close tie-in of product features (display, chip, wireless). This combination of features and benefits makes the offer tangible, sensory, authentic.

Figure 11: All smartphones

Professional and industry development bodies flag industry, development, Australia, access, events including, people, research, professional, opportunities. People is also a keyword for BHP Billiton alongside resources, continue, strategy, operations, assets.

Combining all of these concepts provides a Top 50 words list, shown in Figure 12.

Figure 12: Top 50 words relevant to SimTecT

6. BARRIERS TO CHANGING LANGUAGE: BEING RIGHT VS BEING INFLUENTIAL

The complexity of language is such that we are often required to navigate “the scientific, the common, and the folk naming systems” (Björn H. Jernudda and Elizabeth Thuana, n.d.) to make meaning. Linguists Sapir and Whorf suggest that language is limited in the extent to which members of a "linguistic community" can think about certain subjects (Kay, P. and W. Kempton., 1984). It is proposed that spoken and written language derive their intentionality and meaning from an internal language encoded in the mind (Fodor, J., 1975). This is a large part of the SimTecT challenge, as the word simulation has numerous interpretations, none of which clearly appear in the dictionary definition:

1. To assume the outward qualities or appearance of, usu with the intent to deceive. 2 to make a functioning model of (a system, device, or process)(Robert Allen, 2002)

Thesaurus entries are also not particularly helpful in finding alternative definitions:

Simulate: Pretend, feign, sham counterfeit, reproduce, imitate, copy, assume, affect. (Rosalind Fergusson, 1992)

Simulation: Reproduction, clone, copy, counterfeit, duplicate, duplication, facsimile, fake, image, likeness, match, reflection, replica, sham, carbon copy, mirroring, paralleling (undisclosed, n.d.-d)

Language philosophers search on the nature of meaning. They prioritize their inquiry to explain what it means to "mean" something. In this, they want to understand what the communicator (speaker) and receiver (listener) do with the language in communication, and what this means for language socially. People with specific interests, and groups in general, may engage in both language learning and language creation, creating a new ‘code’ in which to send and receive meaning (Undisclosed, 2013c).

Scientists (a large proportion of the SimTecT community) wrestle with reason and logic. Emotion is extracted and taught to be laid aside as the evidence is weighed to get to the ultimate truth of the matter. Once a conclusion is identified, that extracted emotion is not reinfused with the subject but instead the statistical analysis is debated. John Q. Public is decidedly alienated from this conversation from what appears to him as academic fussing and quibbling (Val Jones, 2009).

This is most certainly contributing to the challenges associated with developing a “layman’s description” of simulation and SimTecT, and summed up beautifully by Val Jones in his article Being Right Versus Being Influential. Jones asks “why is it so difficult to find a scientific medical voice of reason in mainstream media?” (Val Jones, 2009). When this query is applied to scientific academia conferences, two trending issues emerge – the first proposes that good science doesn’t

always make for riveting television viewing, and secondly, physicians and their scientific inter-industry colleagues are going about PR and communications in the wrong way (Val Jones, 2009).

Peter Sandman proposes several reasons why scientists typically use poor communication techniques when talking with non-scientists.

Many scientists don’t approve of communicating with non-scientists. Perhaps this is because scientists are taught implicitly that good scientific communication should be complicated and hard to understand.

Many scientists don’t expect themselves to be able to communicate. A scientist who writes clearly is often assumed by his or her peers to be oversimplifying. Even if the complexities haven’t actually been omitted, only explained well, the professional bias holds: If it’s clear it’s got to be inaccurate. If it goes beyond clear, if it’s genuinely interesting, charges of pandering are bound to result.

Many scientists don’t notice when they have gone beyond their expertise, fail to allow for the public’s mistrust and in turn do not trust the public. This is perhaps because scientists talk in numbers; they mistrust words as intrinsically imprecise. The vast bulk of the public, meanwhile, mistrusts numbers and has difficulty interpreting numbers.

Scientists, when they must resort to words, prefer abstractions, generalizations, and jargon. And some of the scientist’s jargon consists of weird meanings for words ordinary people use in ordinary ways: “surveillance,” “community,” “contaminant,” “significant,” “conservative,” even “positive” and “negative.” Most people do best with concrete words, with examples, anecdotes, analogies, parables. Pictures too are contentious: the public learns from illustrations, photos, cartoons; the scientist provides charts and graphs.

The scientists’ love of details is a perfect match for the public’s desire to be over-reassured. Usually a little methodology goes a long way, until it’s a full-bore crisis, then the scientist can indulge and report everything they know and everything they did.

Many scientists see themselves as outside the communication process, over-valuing rationality, and mistrusting –even disdaining – emotion to the extent that many disavow their own emotions, possibly leading them to project their emotions onto the public and the media.

Many scientists forget to start where their audience is (Jody Lanard and Peter M. Sandman, 2004)

This suggests that scientists are not practised writers for the general public in expressing the significant meaning of their findings with any sort of passionate feeling they might actually have for their work. Blogger Chris Holdgraf, upon delivering a scientific presentation, profoundly stated “then I realized something: it didn’t matter whether I was right; nobody was listening to me anymore. Many scientists run into this situation on a

daily basis, but understanding this problem digs into one of the biggest crises facing scientific research today: there’s a difference between being right and being persuasive.

“If you want to be influential you have to sell stories… If you want to start influencing people, there’s no better place to start”(Jules, 2009).

Frank Kotsonis, a pharmacologist stated “The plural of anecdote is not data” (Christian Tschanz (Editor), Harriett H. Butchko (Editor), W. Wayne Stargel (Editor), Frank N. Kotsonis (Editor), 1996), however, “anecdote is how you get people to listen, and if they don’t listen, it doesn’t matter how right you are”(Jules, 2009).

“Those who tell and promote the best stories—in the best ways—will increase in reputation and trust, fans and influence”(Undisclosed, 2013b).

All this points to the fact that “being right is not the same as being influential” (Val Jones, 2009). How then, can the industry advance their cause (for the sake of public benefit at a minimum)?

“…they want interesting stories. They want to be entertained, enriched, and to discover content that makes them look good to their friends” (Shane Snow, 2012).

So, interesting storylines around factual content with characters that are accessible? There are some very effective science populists that reinfuse their subject matter with emotion and passion.

Aside from being a tangible example of simulation, Mythbusters are a great example for the way they create a dialogue with their audience, encouraging audience participation and scientific thinking. In their timeslot allocation, their science is not magnificently rigorous but it doesn’t have to be.

Another storyteller is Dr. Karl Kruszelnicki with his scientific "mythconceptions" and “dis-information” uses a play on popular culture and of general public digestible language. His popular science personality so cool that he has had cameo appearances in the long standing Australian television program institution of Neighbours. Further to this, he landed himself a segment on the other voice of Australia, Triple J, and assists with other science and education Triple J promotions, such as the Sleek Geek Week roadshow (Undisclosed, 2013d).

The smart scientific man knows how to speak to the public in a way that is heard, fun and cool. “They also never talk down to the viewers. It’s not so much “you dummy, you need to know about this that we know and you obviously don’t”, and more of a “hey, check this out, it’s *awesome*.”(Calli Arcale, 2009)

“Research shows nearly 80 per cent of chief marketing officers think content is the future of marketing. And two thirds of marketers think branded content is superior to PR, direct mail, and print advertising…This

is because social media has made us comfortable having conversations with companies. Businesses are excited to put their content in our Facebook streams, next to pictures of our loved ones. As companies start thinking of themselves as publishers, the defining characteristic among the successful ones will be the ability to not just spew content, but to craft compelling stories…The fact is, no one cares about your marketing goals. But everyone likes a good story. The businesses that can tell one will have increasing advantage” (Shane Snow, 2013).

For SimTecT, this is about adapting conference communication from an unpalatable scientific academic monologue to a passionate story about just how amazingly awesome simulation is. The real question for SimTecT is what is the right balance between rational and emotional appeals? There is a strong belief that certain delegates would struggle to gain approval to attend a “fun, entertaining” conference. This is only half the story, the other half is perhaps that we don’t balance the social aspect of conference attendance with organisational benefit being derived from it: “If your change neither helps nor hinders, but will draw organisational energy to achieve it, or if your new way actually hinders…then you will get some push back; which seems a sensible response to me” (MAJGEN DAY, 2010)

Advertising strategists Foote Cone & Belding (A. Jerome Jewler, 1992) propose a model that is based on two distinct facts; that (1) rational thinking and logic are the basis for some purchasing decisions; and (2) some purchasing decisions are extremely important to us, and some no so much. This means that there are varying levels in the purchasing decision process when we look between logic and emotion and high and low importance (A. Jerome Jewler, 1992). “Each of us enters the world as an irrational individual. For infants, feelings are everything. Our earliest response is to nonverbal communication…Then we invest 12 years or more in formal education to learn how to think rationally. By adulthood, it has become a habit. However, rational thinking is an overlay on the primal vocabulary that continues to influence our decisions and behavior. So, we invest in a certain stock because "it feels right." We vote for a candidate because "he can be trusted." We make a critical business decision based on our "gut feeling"(Ken Orwig, 2013). Based on this comment, just how rational are any of our decisions?

What we must remember is that SimTecT is a social forum for people to meet, network, learn, and share. These activities all involve ego, and are therefore all stimulated by emotion. Dave Senay, 2013 Council Chair and CEO, at Fleishman Hillard, one of the top global communications firms, says the world is changing rapidly: “virtually every program conducted in the industry today has ‘social’ at its heart. It’s all ‘social by design’ now. Our ability to grow as an industry well beyond the GDP is solid proof that we are taking market share from other disciplines in the social area. Anyone who cannot see that is in a serious state of denial”(Dave Senay, 2013).

7. THE NEED FOR SIMTECT TO TELL GOOD STORIES “Most companies suck at good conversation” (Shane Snow, 2012). They are mostly good at telling the consumer a one-way message about their features and products. It’s safe to say, that today, the consumer does not have to engage with this. Mostly at the click of a button, something can be ‘unfriended’, ‘unfollowed’ and ‘unsubscribed’.

To understand the implications of this more fully, the business model canvas (Alexander Osterwalder & Yves Pigneur, 2010) which offers a kaleidoscopic approach to business model generation, has been used as a framework for examining SimTecT. This review offers the following overview:

• SimTecT operates in a multi-sided market, best described by Figure 13. (Sub segments are shown in Figures 1 and 3.)

• SimTecT’s value proposition for suppliers is cost-effective access to new customer markets. The value proposition for consumers (customers) is convenient access to simulation know-how and assets.

• SimTecT offers customers community-oriented relationships that are highly valued for networking and knowledge sharing (see figure 14).

• SimTecT engagement is based on a direct (personal relationship/sales) model supported by some indirect (self-help) functions.

• SimTecT revenue is generated via subscription and advertising modes with pricing differentiated by customer segments.

• This combination requires both problem-solving and platform/network oriented activities, meaning the cost drivers lie in human resources and platform development.

Figure 13: The multi-sided market of industry peak bodies

Simulation Customer

Independent advice

Professional development

$ Membership

Market Intel Capability

Sales

$ Members

hip

Market In

tel

Professional d

evelopment

Independent endorse

ment

Simulation Supplier

Simulation Australia

Figure 14: Reasons for attending SimTecT 2012

The business model canvas highlights that SimTecT is at least two businesses in one – a customer relationship management business (growing the customer base on the promise of intimate relationships), and an infrastructure management business (professional development, body of knowledge, industry database – although some would perceive these as being part of a third business of product innovation).

All of this points to a few challenges for SimTecT that affect how and what needs to be communicated:

1. The simulation community needs to shift its perspective from supplier/community-centric to customer centric. This means we need to meet the customer where they are, rather than expecting them to come to us. The previous section explores some of the issues inherent in this transition, including querying expectations about the role for academic conferences in meeting community growth objectives.

2. Value propositions for the consumer segment and supplier segment are independent and need to separated more carefully. This fundamentally means

the customer should be seen as a group of individual consumers rather than a collective or entity, bringing into focus business-to-consumer communication tactics in contrast to business-to-business approaches. This should result in clear guidelines for the development of key messages.

3. Successful multi-sided platforms (eg VISA, Google, Facebook) routinely subsidise one segment to attract the other. Some simulation conferences subsidise a subset of the consumer segment (ITEC fully subsidises some military personnel). This issue will not be further explored in this paper, however does require appropriate exploration.

On reflection, two valuable insights emerge from this:

• SimTecT needs a clearer value proposition, and;

• The business model (resourcing, pricing, channels) needs to be reviewed if we are to grow.

0%

10%

20%

30%

40%

50%

60%

70%

*Mean of Importance is the average between "Very Important" factors and "Somewhat Important" factors.

Mean of Importance*

Very Important

8. CONCLUSION

This paper has discussed much in the way of chosen language and anecdote, the data versus the story.

The short of it is that emotional arousal can enhance communication by increasing the consumers attention and involvement with the product (Morris B. Holbrook and Rajeev Batra, 1987). Hence the generated feelings influence how the message is processed and in turn affects attitudes toward the product, brand and company itself (Julie A. Edell and Marian Chapman Burke, 1987)

Major General Day, in his 2010 SimTecT presentation made some insightful declarations about simulation and it’s representation. He says to “be careful about focusing on the technology. I would like to…offer some advice on simulation. And I offer it in particular to those who consume, or integrate, simulation; look beyond the technology” (MAJGEN DAY, 2010).

We need to adopt a business to consumer communications strategy (as opposed to, or at least as well as business-to-business). This means our communications should appeal emotively first, backed up with a rational appeal. We need to prioritize the important information and translate it into an attractive story that will propose features that are

• backed by benefits • relevant to identified customer needs and

motivations (Gerald L. Manning., & Barry L. Reece., 1995).

In his article, The most important business skill to master, Shane Snow states, “Good stories surprise us. They make us think and stick in our minds in a way numbers and graphs never will. Unfortunately, in the era of PowerPoint and status updates, many of us have forgotten how to tell a good story… The ability to tell good stories is a timeless skill. Now more than ever, businesses, workers, and leaders have opportunities to stand out, spread messages, and change things through storytelling”(Shane Snow, 2013).

Appealing emotionally is not what scientists and engineers do best. We should look at examples like TED, who knows who the ‘data guards’ are and understands who the smart people are to invite the table to make it interesting and worth coming to the party. They have a recipe that is satiating, inspiring, eventful and fun. They will have people talking about for years to come. That is social influencing at its finest and that’s what brings the data to life.

Table 2 Suggested revisions to language

Instead of Use 1. Industry, organisation 1. Businesses

2. Humans 2. People

3. Statements that describe the rational benefits of simulation

3. Statements that describe emotional benefits of fact-based features of simulation

4. Academia 4. Research

5. Tomorrow 5. Future

6. Challenges 6. Resilience

7. Government 7. Community, strategy, Australia, National

8. Improve 8. Build

9. Society 9. Life

10. Deliver 10. Provide, get

There are also some words to keep: • Provide • Services • Technology

And some new words to add: • Customers • Services • Management • Resources • Day, Today • Need • Also • Brands

• Portfolio • Reputation • Chip, display, • Safely • Sustainable • Sounds • Video/Photo • Content

“My cynical side tells me that the battle for public opinion will never be “won” by science because most people don’t really want the truth, they want to be comforted” (Prometheus, 2009). Perhaps the fact is that simulation just is

not sexy without guns and holograms, much like science without explosions.9. CITATIONS A. Jerome Jewler. (1992). Creative Strategy in

Advertising. In Creative Strategy in Advertising (4th ed., pp. pp70–72). Wadsworth Publishing Company, Belmont, California.

Alexander Osterwalder, & Yves Pigneur. (2010). Business Model Generation. New Jersey: John Wiley & Sons Inc.

Björn H. Jernudda and Elizabeth Thuana. (n.d.). Naming fish: A problem exploration. Institute of Culture and Communication East-West Center. Retrieved from http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=2990996&next=true&jid=LSY&volumeId=13&issueId=02

Calli Arcale. (2009, May 14). Being Right Versus Being Influential. Being right versus being influential. Retrieved from http://www.sciencebasedmedicine.org/being-right-versus-being-influential/

Christian Tschanz (Editor), Harriett H. Butchko (Editor), W. Wayne Stargel (Editor), Frank N. Kotsonis (Editor). (1996). The Clinical Evaluation of a Food Additive: Assessment of Aspartame (1st ed.). CRC Press.

Dave Senay. (2013). Council of Public Relations Firms : Social Media. Council of Public Relations Firms. Retrieved August 27, 2013, from http://prfirms.org/inside-pr/social-media

Fodor, J. (1975). The Language of Thought. Harvard University Press.

George E. Belch., and Michael A. Belch. (1993). Introduction to Advertising and Promotion : An Integrated Marketing Communications Perspective. (2nd ed.). Irwin.

Gerald L. Manning., & Barry L. Reece. (1995). Selling Today: Building Quality Partnerships (6th ed.). Prentice Hall, Inc.

J. Mills and J. Jellison. (1969). Effect on Opinion Change Similarity between the Communicator and the Audience He Addresses. Journal of Personality and Social Psychology, 9(2), pp.153 –56.

James R Wilson et al. (1996, 2012). The Winter Simulation Conference: The Premier Forum on Simulation Practice and Theory. Retrieved from http://wintersim.org/sites/default/files/WSCHistoryArticle2013.pdf

Jody Lanard and Peter M. Sandman. (2004, January 4). Scientists and the Public: Barriers to Cross-Species Risk Communication. Risk=Hazard+Outrage The Peter Sandman Risk Communication Website. Retrieved August 23, 2013, from http://www.psandman.com/col/species.htm

Jules. (2009, May 14). Being right versus being influential. Being right versus being influential. Retrieved from http://www.sciencebasedmedicine.org/being-right-versus-being-influential/

Julie A. Edell and Marian Chapman Burke. (1987). The Power of Feelings in Understanding Advertising Effects. Journal of Consumer Research, 14(3), 421–433.

Kay, P. and W. Kempton. (1984). What is the Sapir-Whorf Hypothesis? American Anthropologist, 86(1).

Ken Orwig. (2013). Rational Appeals vs. Emotional Appeals in Advertising and Marketing Communication. Orwig Marketing Strategies. Retrieved August 28, 2013, from http://www.orwig.net/articles/rational_emotl/rational_emotl.html

MAJGEN DAY. (2010, June 1). SimTect Speech by MAJGEN DAY. MADGEN Day.

Modelling and Simulation Society of Australia and New Zealand. (n.d.). Modelling and Simulation Society of Australia and New Zealand Inc. Retrieved August 22, 2013, from http://www.mssanz.org.au/index.html

Morris B. Holbrook and Rajeev Batra. (1987). Accessing the Role of Emotions as Mediators of Consumer Responses to Advertising. Journal of Consumer Research, 14(3), 404–420.

Prometheus. (2009, May 14). Being Right Versus being Influential. Being right versus being influential. Retrieved from http://www.sciencebasedmedicine.org/being-right-versus-being-influential/

Robb USN (Ret), J. (n.d.). President’s Message. I/ITSEC. Retrieved August 22, 2013, from http://www.iitsec.org/about/Pages/PresidentsMessage.aspx

Robert Allen. (2002). Simulate. The Penguin English Dictionary. London, England: Penguin.

Rosalind Fergusson. (1992). Simulate. The Penguin A-Z Thesaurus. London, England: Penguin.

Shane Snow. (2012, May 16). The Key To Content Marketing (And Business): Be Less Self-Centered. Fast Company Co.Create. Retrieved August 29, 2013, from http://www.fastcocreate.com/1680795/the-key-to-content-marketing-and-business-be-less-self-centered

Shane Snow. (2013, August 29). The most important business skill to master. news.com.au. News. Retrieved August 29, 2013, from http://www.news.com.au/business/worklife/the-most-important-business-skill-to-master/story-e6frfm9r-1226706493686

Simulation Australia. (n.d.-a). About SimTecT. Retrieved August 22, 2013, from http://simtect.com.au/about

Simulation Australia. (n.d.-b). About ASSH. Retrieved August 22, 2013, from http://www.simulationaustralia.org.au/divisions/about-assh

Society for Modelling and Simulation International. (n.d.). About SCS. Retrieved August 22, 2013, from http://www.scs.org/about

TED Conference. (2013, August 26). TED : Ideas worth spreading. TED Ideas Worth Spreading. Retrieved from http://www.ted.com/pages/about

undisclosed. (n.d.-a). Welcome to ITEC. ITEC. Retrieved August 22, 2013, from http://www.itec.co.uk

undisclosed. (n.d.-b). Summer Computer Simulation Conference. Retrieved August 22, 2013, from http://www.msc-les.org/conf/scsc2013/index.htm

undisclosed. (n.d.-c). About SimAUD. SimAUD. Retrieved from http://www.simaud.org/about.php

undisclosed. (n.d.-d). Simulation. Thesaurus.com. Retrieved August 22, 2013, from http://thesaurus.com/browse/simulation

Undisclosed. (2013a). Wordle. Wordle. Retrieved August 29, 2013, from http://www.wordle.net/

Undisclosed. (2013b). Contently. Contently. Retrieved August 29, 2013, from https://contently.com/

Undisclosed. (2013c, August 22). Philosophy of Language. Philosophy of Language. Retrieved from

http://en.wikipedia.org/wiki/Philosophy_of_language

Undisclosed. (2013d, August 23). Karl Kruszelnicki. Retrieved from http://en.wikipedia.org/wiki/Karl_Kruszelnicki

Undisclosed. (2013e, August 26). Why We’re all TED Heads. Why We’re All TED Heads. Retrieved from http://edudemic.com/wp-content/uploads/2013/02/tedtalks-info.jpg

Undisclosed. (2013f, August 27). Games for Change. Games for Change. Retrieved August 27, 2013, from http://www.gamesforchange.org/festival2013/about/

Val Jones. (2009). Being Right Versus Being Influential. Science Based Medicine. Retrieved from http://www.sciencebasedmedicine.org/being-right-versus-being-influential/

Willy Christian Kriz. (n.d.). ISAGA 2014 Conference. Retrieved Augu4;i\///st 22, 2013, from http://www.isaga2014.com

Scope of exploration· Choice of language – words, phrases, interpretations

· Choice of communication mediums, specifically the role of academic conferences and trade shows

· Market segmentation – how well is the target audience defined and understood?

· Strategy – what is the relationship between conference/peak body objectives and results?

· Role models – Leadership and champions

C onclusions1. We need to adopt a business to consumer communications strategy.

2. Our communications should appeal emotively first, backed up with a rational appeal.

3. We need to prioritize the important information and translate it into an

attractive story that will propose features that are backed by benefits.

IT’S ALL GREEK TO ME: CROSSING DOMAIN-SPECIFIC LANGUAGE BARRIERS TO GROW AN INTERNATIONAL SIMULATION COMMUNITYAuthors: Deanna Hutchinson, Christabel Strong, Nicolette Johnson (The Simulation Agency)

Keynote speakers

Could these words be described as hard, cold, masculine, as opposed to warm, welcoming, community (for example, the use of the word human instead of people. Could they emit a message of “untouchable” through an academic elitism that is perceived as unattainable for the general consumer, way over their heads and not for them; the product, they think, does not apply.

SimTecT Key messages (themes)

This message is resonating with the simulation community and certain stakeholders in Defence, but perhaps not with the target growth sectors of mining and construction, transport and emergency management as can be seen by the attendance of SimTecT 2012.

TED

Games for Change

News media

Smartphones

Citations1. A. Jerome Jewler. (1992). Creative Strategy in Advertising. In Creative Strategy in Advertising (4th ed., pp. pp70–72). Wadsworth

Publishing Company, Belmont, California.2. Alexander Osterwalder, & Yves Pigneur. (2010). Business Model Generation. New Jersey: John Wiley & Sons Inc.3. Björn H. Jernudda and Elizabeth Thuana. (n.d.). Naming fish: A problem exploration. Institute of Culture and Communication East-West

Center. Retrieved from http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=2990996&next=true&jid=LSY&volumeId=13&issueId=02

4. Calli Arcale. (2009, May 14). Being Right Versus Being Influential. Being right versus being influential. Retrieved from http://www.sciencebasedmedicine.org/being-right-versus-being-influential/

5. Christian Tschanz (Editor), Harriett H. Butchko (Editor), W. Wayne Stargel (Editor), Frank N. Kotsonis (Editor). (1996). The Clinical Evaluation of a Food Additive: Assessment of Aspartame (1st ed.). CRC Press.

6. Dave Senay. (2013). Council of Public Relations Firms  : Social Media. Council of Public Relations Firms. Retrieved August 27, 2013, from http://prfirms.org/inside-pr/social-media

7. Fodor, J. (1975). The Language of Thought. Harvard University Press.8. George E. Belch., and Michael A. Belch. (1993). Introduction to Advertising and Promotion  : An Integrated Marketing Communications

Perspective. (2nd ed.). Irwin.9. Gerald L. Manning., & Barry L. Reece. (1995). Selling Today: Building Quality Partnerships (6th ed.). Prentice Hall, Inc.10. J. Mills and J. Jellison. (1969). Eect on Opinion Change Similarity between the Communicator and the Audience He Addresses. Journal

of Personality and Social Psychology, 9(2), pp.153 –56.11. James R Wilson et al. (1996, 2012). The Winter Simulation Conference: The Premier Forum on Simulation Practice and Theory.

Retrieved from http://wintersim.org/sites/default/files/WSCHistoryArticle2013.pdf12. Jody Lanard and Peter M. Sandman. (2004, January 4). Scientists and the Public: Barriers to Cross-Species Risk Communication.

Risk=Hazard+Outrage The Peter Sandman Risk Communication Website. Retrieved August 23, 2013, from http://www.psandman.com/col/species.htm

13. Jules. (2009, May 14). Being right versus being influential. Being right versus being influential. Retrieved from http://www.sciencebasedmedicine.org/being-right-versus-being-influential/

14. Julie A. Edell and Marian Chapman Burke. (1987). The Power of Feelings in Understanding Advertising Eects. Journal of Consumer Research, 14(3), 421–433.

15. Kay, P. and W. Kempton. (1984). What is the Sapir-Whorf Hypothesis? American Anthropologist, 86(1).16. Ken Orwig. (2013). Rational Appeals vs. Emotional Appeals in Advertising and Marketing Communication. Orwig Marketing Strategies.

Retrieved August 28, 2013, from http://www.orwig.net/articles/rational_emotl/rational_emotl.html17. MAJGEN DAY. (2010, June 1). SimTect Speech by MAJGEN DAY. MADGEN Day.18. Modelling and Simulation Society of Australia and New Zealand. (n.d.). Modelling and Simulation Society of Australia and New

Zealand Inc. Retrieved August 22, 2013, from http://www.mssanz.org.au/index.html19. Morris B. Holbrook and Rajeev Batra. (1987). Accessing the Role of Emotions as Mediators of Consumer Responses to Advertising.

Journal of Consumer Research, 14(3), 404–420.

20. Prometheus. (2009, May 14). Being Right Versus being Influential. Being right versus being influential. Retrieved from http://www.sciencebasedmedicine.org/being-right-versus-being-influential/

21. Robb USN (Ret), J. (n.d.). President’s Message. I/ITSEC. Retrieved August 22, 2013, from http://www.iitsec.org/about/Pages/PresidentsMessage.aspx

22. Robert Allen. (2002). Simulate. The Penguin English Dictionary. London, England: Penguin.23. Rosalind Fergusson. (1992). Simulate. The Penguin A-Z Thesaurus. London, England: Penguin.24. Shane Snow. (2012, May 16). The Key To Content Marketing (And Business): Be Less Self-Centered. Fast Company Co.Create.

Retrieved August 29, 2013, from http://www.fastcocreate.com/1680795/the-key-to-content-marketing-and-business-be-less-self-centered

25. Shane Snow. (2013, August 29). The most important business skill to master. news.com.au. News. Retrieved August 29, 2013, from http://www.news.com.au/business/worklife/the-most-important-business-skill-to-master/story-e6frfm9r-1226706493686

26. Simulation Australia. (n.d.-a). About SimTecT. Retrieved August 22, 2013, from http://simtect.com.au/about27. Simulation Australia. (n.d.-b). About ASSH. Retrieved August 22, 2013, from http://www.simulationaustralia.org.au/divisions/about-

assh28. Society for Modelling and Simulation International. (n.d.). About SCS. Retrieved August 22, 2013, from http://www.scs.org/about29. TED Conference. (2013, August 26). TED  : Ideas worth spreading. TED Ideas Worth Spreading. Retrieved from http://www.ted.com/

pages/about30. undisclosed. (n.d.-a). Welcome to ITEC. ITEC. Retrieved August 22, 2013, from http://www.itec.co.uk31. undisclosed. (n.d.-b). Summer Computer Simulation Conference. Retrieved August 22, 2013, from http://www.msc-les.org/conf/

scsc2013/index.htm32. undisclosed. (n.d.-c). About SimAUD. SimAUD. Retrieved from http://www.simaud.org/about.php33. undisclosed. (n.d.-d). Simulation. Thesaurus.com. Retrieved August 22, 2013, from http://thesaurus.com/browse/simulation34. Undisclosed. (2013a). Wordle. Wordle. Retrieved August 29, 2013, from http://www.wordle.net/35. Undisclosed. (2013b). Contently. Contently. Retrieved August 29, 2013, from https://contently.com/36. Undisclosed. (2013c, August 22). Philosophy of Language. Philosophy of Language. Retrieved from http://en.wikipedia.org/wiki/

Philosophy_of_language37. Undisclosed. (2013d, August 23). Karl Kruszelnicki. Retrieved from http://en.wikipedia.org/wiki/Karl_Kruszelnicki38. Undisclosed. (2013e, August 26). Why We’re all TED Heads. Why We’re All TED Heads. Retrieved from http://edudemic.com/wp-

content/uploads/2013/02/tedtalks-info.jpg39. Undisclosed. (2013f, August 27). Games for Change. Games for Change. Retrieved August 27, 2013, from http://

www.gamesforchange.org/festival2013/about/40. Val Jones. (2009). Being Right Versus Being Influential. Science Based Medicine. Retrieved from http://

www.sciencebasedmedicine.org/being-right-versus-being-influential/41. Willy Christian Kriz. (n.d.). ISAGA 2014 Conference. Retrieved Augu4;i\///st 22, 2013, from http://www.isaga2014.com42.

Results

Methods and MaterialsUsing wordle.net, a thorough examination of both the language of SimTecT and the language of SimTecT customers (present and potential) has been undertaken. The scope of analysis included:· Conference themes

· Keynote addresses (names and topics)

· Conference papers (abstracts)

· Other simulation conferences (Objectives)

· Professional and industry bodies serving the target audience of SimTecT (Member Benefits and About Us pages of website). Websites reviewed: Engineers Australia, Australian Institute of Training and Development, Construction Forestry Mining and Energy Union, Universities Australia, Australian Institute of Company Directors, Minerals Council of Australia, Australian Industry Group, Defence DMITRE

· Key media outlets (Front page) Websites reviewed: Australian Financial Review, news.com.au, Hungton Post, Reddit

· Consumer products most likely to be owned by the target audience (product overview pages of the website). Websites reviewed: Apple iPhone 5, Samsung Galaxy 4 S DMITRE

· Key media outlets (Front page) Websites reviewed: Australian Financial Review, news.com.au, Hungton Post, Reddit

· Consumer products most likely to be owned by the target audience (product overview pages of the website). Websites reviewed: Apple iPhone 5, Samsung Galaxy 4 S website) Systems, Lockheed Martin