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Monthly Archives: October 2015

Twiter and the 2012 Election – Lessons Learned

26 Monday Oct 2015

Posted by leonidesignoryblog in Best Practices, Bloging, Content Marketing, Email Marketing, Facebook, Marketing

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Behavior, Best Practices, Community, Community Management, ebooks

The following is an excerpt from the new ebook, “How to Use the Internet to Win in winningin2016-cover2014: A Comprehensive Guide to Online Politics for Campaigns & Advocates”, available in the Amazon store for the Kindle e-reader and as a PDFn Epolitics.com.

The explosion of Twitter marks one of the biggest changes in the digital political landscape in the last few years — in 2008, Barack Obama had all of 100,000 followers by Election Day, a number that was well above 20 million on Election Day 2012. Though the Twitter and Faceook are often lumped together in the popular mind, Twitter isn’t quite a mass medium in the same way Facebook has become — it’s more of a channel to reach those“influentials” like bloggers, journalists and activists. Also different: you can pretty much post as often as you want on Twitter, while you’ll probably want to limit yourself on Facebook to keep from burning out your audience.

An example of Twitter’s ability to influence the political discussion? In 2012, Obama and Romney campaign staff regularly engaged in “Twitter duels” online, with reporters and activists the intended audience. Though these back-and-forth exchanges probably didn’t change any votes, they got plenty of media attention — mission accomplished.

Functionally, Twitter is the very short equivalent of blogging, with a dash of social networking thrown in: individual Twitter messages (“tweets”) are limited to 140 characters in length, and people generally have to choose to “follow” someone’s Twitter feed in order to see their updates. As with Facebook, essentially anyone or any organization can create a Twitter feed, but in some sense Twitter lacks the reciprocal nature of a true social network — plenty of feeds have thousands of followers but follow far fewer people in return themselves (do you think that Lady Gaga really pays attention to what you say?).

One important consideration — Twitter’s a useful tool for campaigns, but its real political power may lie in what campaigns CAN’T do on it, which is to dominate the conversation. Twitter is truly a democratic medium (with a small “d”), and content and opinions spread on Twitter often find their way onto blogs and cable news and into newspapers. Twitter helps create the sea of information in which modern campaigns swim, and whether or not they’re active on Twitter themselves, it’s likely to shape the political communications environment in which they operate.

What to Tweet?

A common perception of Twitter is that it’s an inherently trivial medium — it’s often spoken of as a way to tell the world what you had for breakfast. But in practice, normal people who fill Twitter’s “airwaves” with self-indulgent drivel generally don’t pick up much of a following (for celebrities, that’s unfortunately NOT so true). In fact, perhaps the most common single use of Twitter is to spread links to blog posts, videos, news articles and other pieces of in-depth content, making the 140-character limit less of an issue.

In general, as in so many other parts of the online advocacy space, readers aren’t likely to pay much attention to you unless you have something of value to offer them. People who tweet too much trivia too often can find their followers dropping off in droves, so be sure to pay attention to the KIND of information you distribute. Not every tweet needs to be a haiku-like gem of wisdom, but it rarely hurts to think for at least a minute or two about your ultimate communications goals before messaging the world. How often people Tweet varies immensely — I have friends who’ve sent out 10 or 20 times more messages over time than I have, for instance. It really depends on what you have to say.

Building a Following

Once you’ve established an initial base of content on Twitter, next start building your following. Unfortunately, short of being mentioned in the Twitter feed of someone famous, finding an audience typically takes time. Start by following the people you want to follow you — your staff, political activists in your state, district or area, local bloggers, journalists, etc., since at least some of them will follow you back right away. Once they do so, you have the opportunity to reach them — and potentially, their own audiences through them.

Supporters = Amabassadors

Of course, you’ll want as many of your supporters to follow you as well, particularly if their own following is large and/or active. So ask them! A “follow us on social media” email is a nice break from a string of fundraising asks, and your supporters may appreciate a chance to help the campaign without having to open their wallets.

@Replies and Hashtages: Engaging the Community and Connecting with Prominent Voices

The most effective way to build your following over time is to actively engage the Twitter community, a process that can take several forms. The most straightforward is to use an “@reply,” in which you reference another Twitterer in your own post (i.e., “@epolitics why don’t you just shut up about this crap”). You can use @replies to hold a back-and-forth conversation with someone, plus they’re a good way to get the attention of someone with whom you’d like to connect (Twitter.com and other Twitter-management tools — like Hootsuite — typically make it very easy to see who’s @replied you).

@replies also play a role in “retweeting,” which is the forwarding of someone else’s posts to your own followers. Retweets are one of the signature characteristics of the ongoing Twitter conversation, since they let people provide value to their readers without having to write new content themselves. Plus, retweeting someone more prominent than you can be a good way to come to his or her attention, particularly if you use the old-school “RT @reply” method rather than Twitter’s newer built-in retweet function (RT’ing a tweet as an @reply also lets you add a comment, another valuable feature).

Besides RT’s, the other common bit of Twitter shorthand you’ll commonly encounter is a “hashtag,” a word or abbreviation preceded by the “#” sign. Twitterers use hashtags to refer to a topic that’s being discussed by several people at once, for instance an issue, event or public figure, and people often use Twitter’s search function to follow the extended discussion around a particular tag. This tendency makes hashtags a valuable way to gain exposure to new followers and to find yourself retweeted, assuming of course that you have something interesting to say. Some websites attempt to keep track of common hashtags, but the easiest way to find the hashtags in general use is to use a Twitter search around a topic and look for the tags terms people are using when they talk about it.

Engaging the Twitter community is obviously time-consuming, since you have to pay attention to what many different people are saying — you can’t participate in the conversation unless you’re actually listening. Besides hashtags, dedicated Twitter-management tools like Hootsuite and TweetDeck let you break the feeds you’re following down into various groups, for instance based on topics they cover or the kind of author they are (hint: track relevant journalists), and they also tend to speed up the process of posting content vs. going through Twitter.com itself. A good tool will typically allow you to pre-schedule Tweets for publishing, something that’s particularly handy if you have content that needs to go out over the weekend or while you’re traveling.

Besides public conversations, you can also “Direct Message” someone behind the scenes if you are following each other reciprocally, and I’ve known people who’ve been able to connect with a blogger or reporter via DM whom they’d never been able to reach via email.

Advanced Tactics

Twitter has given rise to an impressive array of different tactics and practices in its short time on Earth. “Live-Tweeting” an event involves covering it comprehensively as it happens, and social media-friendly conferences and seminars typically promote the use of certain hashtags to facilitate the process. Activists or groups can also pre-arrange TweetChats, which are public discussions at a particular time and around a particular hashtag. Many people pay attention to the hashtags that are “trending” on Twitter, i.e., becoming widely discussed, and the goal of a TweetChat or live-tweeting is often to either encourage a topic to trend or to ride the wave of a subject that’s moving up the popularity ladder. Finally, a Twitter interview can be an interesting way to run a one-on-one public conversation, though it practice it can feel like competitive poetry or a freestyle rap showdown — i.e., a public balancing act on a very narrow wire.

Twitter and Cell Phones

A common question about Twitter: why the 140-character limit? The answer is cell phones — Twitter is designed to be used like SMS text messages, making it one of the few online tools commonly and easily works on handheld devices. Some organizers have taken advantage of this fact to use Twitter to help rally communities in which cell phones are more common than access to the traditional internet. Others have used the Twitter/phone connection for on-the-spot coverage of rallies and other events, particularly as a means to distribute photos and videos shot with their phones. Finally, some campaigns in 2012 employed “protected” Twitter feeds — ones that can only be followed by people “approved” by the feed owner — to organize field staff and volunteers on the fly.

Advertising on Twitter

Update: this section has changed in the version 2.0 of this ebook, published in April of 2014! Please go toTwitter Advertising for Politics & Advocacy for the latest information.

Warning: Ways to Stumble

The most important Twitter rule to remember? Don’t be an idiot, since something you post on Twitter will live forever, even if you try to delete it (just ask Anthony Weiner). Even if you’re smart enough not to send topless photos over the internet, a big mouth can still get you into trouble. As a friend of mine once said of a Democrat challenging Sen. Chuck Grassley, “as long as he has a Twitter feed, she has a chance.”

Another note of caution: electoral campaigns in particular need to be careful to distinguish between a candidate or officeholder’s Twitter feed and one updated by staff, since Twitter as a community tends to value authenticity. If Twitterers find out that a “candidate’s voice” is not actually his own, the campaign’s credibility can take a hit. Campaigns can use both approaches in a single feed if it’s clear whose voice is speaking at any given time, and can even turn a relatively rare candidate appearance on his or her own feed into an event to promote. Finally, don’t forget that once a campaign has a Twitter feed, people will expect to be able to follow it and interact with the author(s). Don’t start a feed and let it die of neglect.

For more from this chapter, please download your copy of “How to Use the Internet to Win in 2014″ today.

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Political Social Media Campaigns – How and Why they can win or lose elections.

26 Monday Oct 2015

Posted by leonidesignoryblog in Best Practices, Content Marketing, Marketing

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Behavior, Best Practices, Community, Community Management, Engagement

vote-for-me-buttonStarting out, knowing the ins and outs of online networking can be a bit daunting for candidates. Here are a few tips for political campaigns are unfamiliar or starting out with the whole social media thing.

First a note to the candidates:

Much of how campaigns have been using social media amounts, at best, to a waste of people’s time and attention, and, at worst, to relentlessly spamming your friends. Not only is this ineffective, you’ll likely be irritating some of your friends and supporters – and I know you don’t want to do that.

For the candidates (and those who love them), I offer a few tips for using social media to get you started:

  1. Define your objectives: It’s amazing how often this step is bypassed. Do you want to use social media to communicate with your existing supporter base or grow your base? Do you want to raise funds, awareness or both? Knowing the answer to these question will have a lot to do with your strategy. I’ve seen campaigns hoping to grow (don’t they all?), but using the tools as if they only wanted to be in touch with an existing audience. It shouldn’t have been a surprise that the online community didn’t grown much.
  2. Engage (a.k.a. It’s not all about you): Don’t just publish. If you primarily use these new channels to push out your “Come learn about me” events and links to your “Donate here” page, people will tune out pretty quickly. Don’t miss the important opportunities to talk with, not at, your audience. Doing this well will build your reputation and visibility.
  3. Public vs. Private: Know what content (information, photos, etc.) about you can be seen online by the many (everyone) or by the few (close friends and family). Then, assume that it all can be seen by the many and plan with that in mind.
  4. Connect the online and offline worlds: Most of your activities and content should have both online and offline components woven seamlessly together. This can range from posting photos on Facebook from an offline event to holding live events online allowing a large group the opportunity to interact in real-time, and everything in between.
  5. Fish where the fish are: People want to hear from you where they hang out, not where you want them to be found. The fish are on Facebook, Twitter, YouTube; not on your website. If you wait for the fish to come to you, you may be sitting alone with your pole in the water for a very long time.
  6. Get a running start: It takes time to build real momentum, so start early. Sure, you can easily get a certain number of Facebook fans or Twitter followers in a short period of time, but will they be the right ones? Would you prefer to be connected to more people who don’t care about you or your message or fewer who are engaged and interested?
  7. Damage control: Most people aren’t thinking about this as a top priority when they begin engaging through social media. We don’t really expect damage, so why would we be thinking about damage control? The fact is that, should something go awry or someone have something negative to say, it’ll be online in a heartbeat. If you’ve done a good job establishing your community online and have shown yourself to be authentic and responsive, you’re in a much stronger position to be able to respond to the situation in a faster and more credible way than had you not built your online presence so thoughtfully.
  8. It takes work: Social media is not a set-it-and-forget-it proposition. For some reason, many have the misconception that all that is required is the up-front work to set up a “presence.” In order for your online presence to work for you, it takes work – attentive, responsive, ongoing work. I’ve seen many people set up Facebook pages, encourage people to join and then allow it to go dormant, even when community members post messages or questions. This is akin to publishing your phone number, yet not answering when someone calls.
  9. On a list of 8 tips, this important one comes at no extra charge: This may not be the best job for the intern or your neighbor’s son: I’m sure the intern and the neighbor’s son are delightful people. They might even be heavy Facebook users. Just because someone does something often doesn’t mean they do it well. At speaking engagements, I often use driving as an example. I know people who have been driving for years, but when I’m in the car with them, my foot instinctively searches for the brake pedal on the passenger side. They drive a lot; they don’t drive well. Understanding best practices, the nuances of various tools, social media analytics and the pace and etiquette of the different social platforms are not simple tasks. There is too much at stake. Find (or hire) the right person to help you leverage the potential of social media and taking your campaign online – where the fish are.

Running a campaign isn’t easy. It takes a dedicated team to develop and execute the campaign’s strategy. You don’t need a separate social media strategy. What you need is a good understanding of how to use social channels in a way which supports your campaign strategy. Understanding why this is important and how to execute this will go a long way toward having the candidate be every bit as compelling online as they are in person.

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Looking for ways to boost your Twitter following?

15 Thursday Oct 2015

Posted by leonidesignoryblog in Uncategorized

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1  – Understand Different Engagement Types

It is helpful to know which Tweets bumped up your engagement, and where your engagement peaks and valleys fell over the course of a campaign.

Screen Shot 2015-10-14 at 12.50.38 PM

But it’s more helpful to know which types of engagement your peak and valley posts received.

Screen Shot 2015-10-14 at 12.28.25 PM

These are the different engagement types on Twitter and what they mean.

Replies: Twitter followers/users felt passionately enough about your brand and/or its Twitter content to reply and try to engage directly. Next steps: Conduct sentiment analysis and drill even deeper into the specific replies to understand what’s going on.

Retweets: Twitter followers/users either very much like what you’re saying, want others to see what you’ve said — or both. Next steps: Pay special attention to your Tweets which get a lot of Retweets, make sure you understand why, and try to replicate.

Mentions: Twitter followers/users want to talk about your brand. Next steps: Jump into the conversation, even if it isn’t directed at you. Whether a Twitter user is complimenting your brand or complaining about it, do whatever you can to make yourself an ally and give your brand a personality.

Favorites: Twitter followers/users are big fans of your Tweet, but don’t necessarily want to take their love a step further. Next steps: It’s worth looking at the overlap here between Twitter users who Favorite your content and also Retweet it. This is a simple yet effective way to benchmark the resonance of your Twitter content over time.

2 – Experiment with Twitter Moments

We explored what Twitter Moments can do for your brand in a previous post, but here are some concrete ways you can generate awareness for your own brand using the new feature:

  • Tweet GIF’s, video clips, and eye-catching and/or surprising images during and leading up to major events. These will capture the most attention as Twitter users scroll through a “Moment.”
  • Put together short video breakdowns of an employee giving the “need-to-know” facts about a major news story, industry event, or any other “Moment” you want a piece of. Help Twitter users cut through the noise.
  • Do you have a major influencer or partner with his or her own significant Twitter following? Host a Q&A focused around that person. Twitter Moments offers greater visibility for events like this than ever before.

The opportunities for experimentation with Twitter Moments are endless. Get out there! Turn a Twitter Moment into your brand’s moment.

3 – Make the Most of Your Ad Real Estate

I turned to our Senior Marketing Manager, Danie Pote, to understand how she makes her paid efforts on Twitter work.

Danie says, “This goal is to make people want to click just by looking at your image, without even having to read your Tweet copy.” You can do this by:

  • Taking advantage of additional space for text in the image to place a strong CTA
  • Using vibrant imagery to capture attention
  • Testing two different graphics against one another in Twitter ads to understand which performs best during the campaign

4 – Turn Notable Users into Twitter Lists

A Twitter list is a curated group of Twitter users. You can create your own lists or subscribe to lists created by others. Viewing a list timeline will show you a stream of Tweets from only the users on that list.

Twitter lists help you keep an eye on people who are important to your brand, whether you’re looking at them on the Twitter platform or using a multi-column app like Tweetdeck.

First, find out who your brand’s most engaged users, most followed users, and top users by Klout score were for a particular Twitter campaign.

twitter lists

Then, create a Twitter list which incorporates all these users.

When you put together a similarly focused or themed Twitter campaign in the future, begin by reaching out to these users to build initial buzz.

5 – View in Context

Most likely, your brand isn’t just on Twitter, so remember not to look at your efforts and results on this network in some kind of vacuum.

Screen Shot 2015-10-14 at 10.06.46 AM

You might find you can reutilize resources, from text to videos to captions, on Facebook or Instagram, and cut down on your time spent creating brand new content for these networks. Or you might find the opposite — that you’ve been trying to post the exact same content across all your active social networks, and this isn’t creating the kind of engagement you’re looking for.

Examining your campaign results on Twitter alongside results on your other social networks will tell you whether you need to pivot for the next time or keep doing what you’re doing.

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Launching a Facebook Business Page? We have a few tips

15 Thursday Oct 2015

Posted by leonidesignoryblog in Uncategorized

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Small business owners often find that Facebook helps their bottom line, but how can you be sure that your time on the social network is well spent?

Update Frequently
If you don’t have time to update your Facebook page, there’s no reason to have it. Tools like Hootsuite allow you to schedule posts, so you can spend a few minutes once or twice a week to populate your Timeline, and none of your followers will be the wiser.

Be Interactive
Reply to people who comment on your wall, even if their comment is a complaint. A negative experience that becomes positive in the public realm helps your brand while you can also direct customers with complaints to the person who actually can help them.

Avoid Shameless Self Promotion
Yes, Facebook is a place where you can post a link to your latest blog post or talk about products added to your eCommerce website. However, you don’t want to only do those things. Post customer photos or links to industry-related news. The latter helps build you as an authority.

Complete Your Profile
This includes the “About” section. Put your URL directly in that blurb as well as in the expanded information so users can click over to your website no matter where they’re looking on your profile. You’ll also want to use relevant keywords here. 5. Represent Your Company Even if you’re not an eCommerce business or it isn’t your intent to use Facebook as a type of customer service, consumers will expect you to. Respond kindly to every criticism and with humility to every compliment. Be personal but stay away from anything that might be misconstrued as “TMI.”

Make Goals Do you want more followers?
Do you want to see Facebook Insights graph raising as more people talk about your brand? Maybe you want people to sign up for your newsletter or feed. Or is it important to get more traffic to your website or see greater sales? Being active on social media can do all of these things, but your strategy may change if you want to focus on one over the other.

Measure Results
Facebook has built in Insights for page owners to see how well their posts do, and you’ll find similar metrics if you purchase advertising on the social network. However, you can also use Google Analytics and other tools to measure the success your activities on Facebook, which you’ll want to do to be more successful in the future.

Shared via www.acceleratormarketing.com

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Adding a live link to a Google Calendar Event (description)

07 Wednesday Oct 2015

Posted by leonidesignoryblog in Uncategorized

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I can not even say how frustrating this had become or how happy finding this helpful video made me. Huge shout out to Have Technology – Will Travel, Jason Mammano for posting this online

While Google does not give us the ability to insert a hyperlink in a Google Calendar description by default, with a little HTML action we solve this deficiency.

Here is the magical code:

<a href=”URL”> display text</a>
http://havetechnologywilltravel.blogspot.com/2013/06/adding-link-to-google-calendar.html
Education application: Perfect for teachers that want to share assignments or resources on a public calendar to their students. Public school calendar for an administrator or counselor to share date specific resources.

See how to use it in the video below.
View more of his amazing tips http://havetechnologywilltravel.blogspot.com/p/about-blog-author.html

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Running an Instagram Influencer Campaign

06 Tuesday Oct 2015

Posted by leonidesignoryblog in Uncategorized

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Shared courtesy of the fine folks at SME!

#1: Reach Out to the Right Influencers

The first thing to do is to identify potential Instagram influencers and reach out to them.

Identify Influencers

Take your time exploring Instagram pages that are related to your business and whose followers align with your target audience. You can simply go to the Explore tab and search by keyword to find potential candidates.

Once you’ve found an interesting account, look at the suggested accounts that appear next to the account’s Follow button.

suggested instagram accounts

Find influencer prospects by looking at the Suggest accounts for any user.

Make a list of at least 10 accounts you want to target, focusing on ones with more than 100,000 followers. The more substantial the account’s follower base, the more successful your campaign is likely to be.

However, don’t look only at the number of followers that an account has, because that doesn’t tell the whole story. Look at the posts’ engagement (the number of likes and comments) and make sure there’s a good balance.

Contact Influencers

After you’ve compiled a list of influencers, it’s time to reach out to them. You want toask if they would consider adding a link to your landing page to their bio.

Instagram pages that are open to advertising opportunities typically make it easy for you to contact them. In their bios they will provide an email address and often a Kikcontact name as well. (Kik is a messaging app commonly used by the Instagram community.)

instagram profile with contact info

Influencers who are open to advertising opportunities include contact info in their profile. Reach out to these influencers to see if they’re open to advertising your product or service.

Once you have their contact information, it’s time to craft the message you’re going to send to influencers. Explain that you’re looking to promote your Instagram account and business, and want to know if they’re open to advertising opportunities. If they are, you’d like them to send you a quote.

You’ll get different types of quotes, based on the number of followers for the account, its engagement and the industry. Prices may also vary depending on whether the account is personal or branded.

Try to negotiate on pricing. You’re not dealing with Instagram directly, so pricing can be tailored based on your profile and situation. Some Instagram accounts earn over $10,000 a month, so don’t be shy about negotiating on prices.

Keep in mind that if you’re a small business, you may want to reach out to smaller accounts first. Then if you see a nice return, you can move on to larger accounts for future influencer campaigns.

If you contact a personal Instagram account with over 500,000 followers, the account owner might not be the one who replies to you. Instead, you may hear from an agency or a manager who is acting on their behalf.

#2: Set Up a Landing Page

After you have a list of influencers who’ve agreed to work with you, you need to create a landing page for your campaign. The landing page should be a simple web page andinclude an opt-in form. You want to drive traffic from Instagram to your landing page and invite visitors to provide their contact information. To do that, you’ll need to provide a free offer to incentivize them.

instagram campaign landing page

On your landing page, offer users an incentive to give you their contact information.

The offer can be a free guide, report, lesson, ebook or webinar in exchange for something from users. Because you want to generate leads, ask your visitors to provide their email address. Remember that the more valuable the information you offer, the more likely people will appreciate and remember your business.

The goal of your landing page is not to sell but to attract new leads. To catch the attention of Instagram users, the page needs to be clear, concise and engaging. It’s also important that the page is responsive since most of your traffic will come from mobile devices.

#3: Launch Your Campaign

After you choose an influencer, you’ll need to deliver your promotional materials for the campaign.

Because your goal is to drive traffic to your landing page, here are the materials you’ll need to send to the account promoting your business:

  • Provide a caption with a strong call to action. Invite the influencer’s followers to check out your link in the influencer’s bio.
  • Submit a picture of the product or a quote. (You can use a call to action here.)
  • Share the link to your landing page. Edit the link with a link tracker so you canmonitor the clicks and the return on investment (ROI) of each influencer campaign you run.
instagram campaign image

Give your partners everything they need to promote your link.

After you provide these three elements, the influencer will publish your post and add your link to their bio. The account’s followers can then start engaging with your ad.

Paid Mentions

Another way to leverage your relationship with influencers on Instagram is the paid shout out (or mention).

In exchange for a fee, influencers will mention you to drive their followers to your account.

When your Instagram account is on target with the accounts that mention you, you’ll attract more followers, and ultimately get more traffic to the landing page you link to in your bio.

Conclusion

Instagram now has over 300 million users, many of them Millennials. If you want to generate new leads from the platform, you don’t need to have tons of followers or even have an Instagram account. With an Instagram influencer campaign, all you need is a simple landing page and a minimal budget to invest.

What do you think? Have you reached out to Instagram influencers to promote your business? Which influencers have you worked with? What were the results of your campaigns? Please share your thoughts in the comments below.

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