Yelp now has Facebook Connect: reviews publish to your newsfeed. What we *need* is to see reviews of Facebook friends in Yelp =higher trust 15 hrs ago

Archive for July, 2008

Twitter as a platform

Categories: MicroMediaPosted on July 31st, 2008

Yesterday, on my own twitter network, I announced a contest for a giveaway of a Nokia internet device I’ve been reviewing (I never keep any device I receive from to review) and asked participants to tell where they thought twitter would be in two years. Andrew Finkle gave a great answer about how Twitter would become an open platform, which make sense –providing they can keep their infrastructure up. I got a chance to speak with Andrew, he’s a former software guy who’s moving into the social space, real nice guy, thanks for participating.

I was hoping to see an answer that not only involved Twitter as a platform but also a software that gets picked up by some mobile carriers and ties into GPS positioning. I hope you read the 50 other answers from folks, lots of great ideas from geo-location tagging, to definitive groups and permissions. Thanks everyone for participating.

digest3

I’m respecting your limited time by publishing this weekly digest on the Social Networking space, which I cover as an Industry Analyst –a good way to get in my head.

I’ve created a new category called Digest (view archives). Start with the Web Strategy Summary, then quickly scan the succinct and categorized headlines, read text for my take, and click link to dive in for more.

You can subscribe to this digest tag only, which filters only these posts tagged digest.

Web Strategy Summary
Unlike last week’s series’ of major announcements, we’re seeing brand deploy with social networks, facebook applications, and the typical deployment of social networks for just about every vertical. MyYearbook receives funding, as well as tracks high growth rates.


Best Practice: Twelve best practices for online customer communities Fantastic resource by Dion Hinchcliffe on how to best organize, prepare and manage online community projects read these 12 best practices. A must read.

Growth: My Yearbook exhibits growth and raises $13mm
Data from Hitwise indicates that MyYearbook shows fast growth among social networks, but what these graphs don’t indicate is myYearbooks’s current registered active base, which Forbes indicates it has 4.5 million unique visitors –still a long way from MySpace of Facebook.

Data: IBM’s Smart SOA to connect communities
A growing trend to connect many companies, IBM’s Smart SOA promises to connect communities such as User Groups, Developers, Architects, Business Partners, Universities.

Deployment: Swiss Re connects alumni with SelectMinds
SelectMinds will support Swiss Re in the implementation of its first alumni network using their community platform. Specifically, Swiss Re will implement SelectMinds product AlumniConnect, designed to connect former employees, or corporate alumni, with each other and the organization, learn more from Marketwatch.

Features: introNetworks enhances suite
introNetworks launches community managers new features to enhance Groups, Collaborative Resources and Targeted Messaging and Advertising capabilities highlight the latest introNetworks release, see PDF for more.

Deployment: UK’s Sky to launch community platform
British Sky Broadcasting (Sky) is working with Pluck to launch a variety of social media tools across it’s various web properties, see Sky News to see where they’re headed.

Deployment: Neutrogena launches Widget by LiveWorld
In support of it’s Beautiful For Good community, LiveWorld, often notable for it’s community platforms, is now launching a widget to extend their client’s campaign. You can view the application on Facebook. Expect other community platforms to offer widget services in the future.

Marketing: Bebo reaches to alien planets
In this latest campaign, Bebo to build a time capsule to send to a near ‘earth-like’ planet. While an interesting undertaking there will be no ROI or tremendous ROI perhaps several centuries from now. I always thought we should put our best humans forward, if that’s Bebo users, so be it!

Reputation: How your LinkedIn profile impacts your company’s brand
While true for any social network or blog, how you behave online can impact how others perceive you or your employer, follow these tips from Steve Patrizi at LinkedIn to make sure your company is seen in the right light.

Global: LinkedIn launches Spanish Version
A few months ago, Facebook launched in Spanish then many other languages, LinkedIn, also extends it’s global (and local) reach by launching a Spanish version.

Infringement: Copywriting “Branded Communities”
I see so many issues with this, Jennifer responds to a vendor who claims ownership of that term. First of all, communities can’t really be branded, secondly, this is a common term used by the industry.

Verticals: Even Zombies get their own social network
sloth like? armless? need braaaains? Everyone gets in the social network action, even the undead, see this Zombie dating and social networking site.

PR professionals that have clients in this space, should subscribe to this blog, and ensure their clients are put on this digest by sending me an email, or better yet, leave a comment.

Graded by Analysts

Categories: Analyst, RuminationsPosted on July 29th, 2008

Way back in the start of my career, I was a lowly UI designer for a customer facing web application –an extranet called MyExodus. Sitting with a team of engineers, my job was to help deliver a consistent, usable experience that would help our clients quickly ascertain the status of their web hosting systems.

I remember how management would scramble, hustle, and work hard to meet the demands of an Analyst Research firm that was reviewing our product –I was involved in helping to scrape together presentations, gather the right screenshots, and mockup scenarios of where we were headed on the roadmap. Tier 1 Research graded our product (along with over a dozen others) and I remember how stressful it was for us to deliver all of this, show our secret sauce, let them take a peek behind the curtains and letting management beam or scour with the results. It felt exposing, but helped us in the long run, as we knew where we stood in our marketplace, and what we had to improve on.

As I embark on this Forrester Wave Report for Community Platforms, I’m just reminded of what the experience was like.

So if you’ve ever been graded or rated great or poorly by an analyst, I just want you to know, I remember what it was like on the vendor side of the table, but I won’t let it deter me from doing an objective analysis.

Oh, if you’re wondering how we did, we scored pretty well in out category, esp in the UI rankings –I was proud and it was a bullet point on my resume. Of course, Exodus is long gone (although I tell my story here), the remnants were acquired by Cable and Wireless.

Update: After speaking with public affairs at Exxon, it’s been confirmed that Janet is not an official spokesperson of Exxon. Alan of Exxon has given me his story here.


Brands joining twitter
It’s no coincidence that brands that are under public scrutiny from customers, competitors, and other social groups start to turn to the most vocal of all –right in the epicenter of dialog.

Twitter is, for better or worse, a global chat room where honest, often vitriolic opinions are shared. With the recent public anointing of online support effort, Comcast Cares in New York Times “Griping Online? Comcast Hears and Talks Back” –it’s easy to see why corporation communications, and PR professionals are ready to embrace the dialog.

Exxon joins the dialog, steps right into heat
Next to join the fray is Exxon Mobile, announced in their first weet as: “Janet, one of a few Community Evengilist at ExxonMobil Corp”. The responses are mixed, but some asking the tough questions as they react, test, and push Exxon to see how they’ll respond.

Immediately, Janet walks into a firestorm, publishing this rebuttal tweet over the Valdez spill: “@1WineDude, did you know that the Valdez spill wasn’t even one of the top 10 worst spills in history? Like the Nowruz Oil Field spill in ‘80“, a few in the community responded with bitterness, read the search results.

You’ll also notice when you visit the Exxon Twitter account that Janet is directly and actively engaging with others, she @replies back at folks, responding to their queries, all a good practice.

Internal revolutions
Speaking with Josh Bernoff, or former colleagues Charlene Li and Peter Kim, we often hear about a group of employees that push the ‘corporate membrane’ sometimes without official sanctions, these folks tend to be customer-centric, and are willing to risk apologizing rather than asking for permission –an internal Groundswell.

While I don’t know which group is responsible for this effort at Exxon, (likely Corp Comm, backed by PR firm) it’ll be interesting to see how they handle the many criticisms in their industry. As soon as Janet releases her full name, I’ll be sure to add her to the growing list of Community Managers at enterprise corporations.

Twitter community should let Exxon get sea legs first
When Dell launched their blogging programs a few years ago, I proposed a moratorium of a few days to let them get up to speed before bashing them into the ground. Why? I was sympathetic after having launched our blogging program at Hitachi, most critics aren’t aware of the internal struggles that happen for months or years from customer-centric revolutionaries.

So, I encourage the community to let them get their operational feet grounded, and then prepare for the open dialog. By doing this, you’ll let them get running (internally and externally) then they are better prepared to handle questions, criticisms, and hopefully, eventually solve important issues. A good rule of thumb is to follow the Company-Customer- Pact which is printed out on my desk, which suggests rules of engagement for both parties.

Many questions remain:

  • Is Exxon ready to make these important changes beyond discussing it in public?
  • Is this Community Team backed from the top, and ready for the long haul?
  • Is Exxon prepared to tackle the tough topics in a public forum?
  • Is this a PR cover-up, or a genuine desire to tell their story?
  • Who is Janet?
  • Will this effort impact the bottom line, or change public perception?
  • onthemove

    I’m starting this post series (see archives) to recognize and congratulate folks who get promoted, move, or accept new exciting positions. Please help me congratulate the following folks:

  • Drew Olanoff is now Community Manager / Evangelist, July 28th, 2008 at Strands, congrats. Learn more in his blog post announcing his change.
  • Geoff Livingston’s Livingston Communications company is now being acquired by Social Media Group’s staff increasing it to a total of 20 employees.
  • Adam Gershenbaum has left his position with Bodog Music as Social Media Coordinator and am now Marketing Communications Specialist focused on the Internet for Brother International.
  • Friend, and former colleague Peter Kim now joins Jeffrey Dachis to build a new company focused on enterprise social computing. Peter it was a pleasure to work with you, thanks for helping to recruit me!

  • How to connect with others (or get a job):
    Several people have been hired because of this blog post series, here’s how:

    Submit an announcement
    If you know folks that are moving up in the social media industry, leave a comment below, or if you’re feeling shy (it’s cool to self-nominate) send me an email.

    Seeking Social Media Professionals?
    If you’re seeking to connect with community advocates and community managers there are few resources

  • See Web Strategy Jobs powered by Job o Matic (Post a job there and be seen by these blog readers, fees pay for my hosting)
  • Connect with others in the community manager group in Facebook
  • Check out Jake McKee’s community portal for jobs
  • See Chris Heuer’s Social Media Jobs
  • SimplyHired aggregates job listings, as does Indeed
  • ForumOne Jobs for Social Media and Community
  • Teresa has a few jobs, some around community
  • New Media hire has an extensive job database
  • Social Media Headhunter
  • Social media jobs
  • Jobs in social media
  • Hiring? Leave a comment
    If you’re seeking candidates in the social media industry, many of them are within arms reach, feel free to leave a link to a job description (but not the whole job description, or I’ll delete it.

    I’m seeking folks that are related to full time hands on social media strategy and community managers, to be on this list, so let me know if you see these folks, and please submit them. Also, I probably will not include executive management changes on this list at social media companies, as the list would go on and on, but you can feel free to express yourself in the comments!

    07222008689
    Above: Over 1000 developers attending Facebook’s F8 Conference, picture above the developer showcase, photo from Brian Solis use with attribution by creative commons

    Facebook’s Developer Conference F8
    I attended Facebook’s F8 developer conference in SF last week, and met with many of the application developers on the floor, or at their booths. First of all, for those that had booths, it was expected they were demonstrating success within Facebook (who allowed them to showcase). The event itself was a real production, from food, drinks, sessions, panels, the night ended with a private conference from Thievery Corporation, a popular down tempo artist. I also recommend you read my take on what Facebook Connect means for corporate websites.


    ["Applications are the Microsites of Social Networks"-Social Media Employee]

    Opportunities for Brands
    Corporations want to reach communities and customers where they currently exist, and many realize that they are gathering in social networks. Brands have several options, but among them include using widgets (mini-applications) to reach them, there are two main ways: 1) Build their own application (or work with a developer 2) Sponsor, advertise, or latch on to existing successful ones.


    Overview of Widget and Application Developers at Facebook’s F8 Event
    I talked to as many vendors as possible, to understand what’s new, and report back to readers at corporations (who I write for)

    Slide
    Focusing on improving applications like Funwall (the top application with an estimated 1.6 million active users), Topfriends and Superpoke. In addition to deploying on Facebook, they are also on MySpace. Slide says they have a strong sales force, and goes direct to brands. Suggests that advertising on slide apps are greater than going with Facebook themselves. Why? Facebook is a utility, when most are interacting with an application.

    Example: Brands like Estee Lauder has been working with Slide to advertise across superpoke.

    Example: 10 million vitamin water ‘top friends’ drink on the first eight days. It’s not an ad, it’s an integrated part of the top friends experience. People sent them ‘virtual drinks’. Coke.

    RockYou
    Adding more applications and helping more developers to monetize. Rockyou is now more like an ad networks, although Slide and RockYou were compared as competitors in previous months, their business models appear to be diverging. They’ve an active sales force that goes to brands to sell ads across their network,. As well as working with agencies.
    Revenue model: Rockyou is doing a lot of ads and cost per install (CPI)

    Example: Tropic thunder is an application that used, Superwall, and there was a tab added for top videos that promoted the movie.

    Faceit
    Viral application developer mainly focused on Facebook (as the name suggests). Have about a dozen employees. Their current clients include apparel companies such as Adidas and consumer companies such as Pedigree and other Fortune 500 brands. Partnered on projects with RockYou, such as Supewall and Likeness. Price point for deals, Minimum for 30-50k range. They do guarantee the app is up and running, do not guarantee visitor numbers.

    Example: Adidas, they designed the app, includes education in hourse, then they do a product spec. then they make the app and manages it for an ongoing basis. Its on fan page

    Living Social
    This application let’s users review products of six major types: books, music, movies, restaurants, video games, beers. They’ve recently received 5 million in A round funding. Planning to monetize through advertising and affiliate marketing.

    Example: Recently did a campaign with Sony, and promoted a movie (that was an book adaptation) they then used cross-movie promotion on books by that author.

    iWidgets
    WMS Widget Management system for creation workflow and ad management. This website let’s website owners (non-technical) to create a widget that can be embedded on Facebook. They are opensocial compatible. How they monetize? They have an ad on each of the widgets for tiered CPC, brands can pay to remove the logo of iWidget

    Example: A brand that has interesting content on their site (that is frequetnyly update) can quickly and easily use iWidgets to reach the newsfeeds on MySpace, Facebook, iGoogle and Netvibes. Coming soon is Bebo and Hi5.

    Social Media
    Wants to reach brand, media, companies. Can help increase exposure of brands on social networking platforms, motto: “Apps are the Microsites of Social Network”.

    Example: BMW joyrides application, that lets users create and configure a car, and select friends and where they want to go. They worked with the agency to devlope, although core competency of social media is to leverage their network 95,000 installs. Also working NBC, American Gladiators

    [Context]
    Claim to fame: a Social Marketing Company. They aim to build ads, build widgets, and advise.. these are really ‘interactive ads’. Current client base includes EA, Spore, Bank of America.

    Example: Microsoft office did a campaign called ‘office poke’ that sent Microsoft branded pokes to each other with business humor. There were millions of pokes were sent. 700.000 installs and continues. Even though the campaign is over the application is downloaded and spread –over successful.

    Xobni
    While not a Faecbook developer, I was able to spend time with the founders, as an outlook plugin, that makes outlook a socially aware utility. Recently, they announced a partnership with Linkedin so their social graph is displayed on Xobni, an outlook application. How they can make money? They are evaluating the different ways to monetize such as premium models.


    Findings

    Although startups exhibit great passion…
    It’s really great meeting folks at startups, you can often see the fire in their eyes, hear the passion in their voice as they share their dreams. On the flip side, it’s also very hard when you see that they’ve commodity technology, are entering an already crowded market, or have rough marketing skills. I can see the pattern of companies that come and go, after attending so many STIRR events, startup events, and seeing the many early (seed) startups at the Techcrunch party two nights ago.

    …Most startups will fail
    Many of the early stage startups don’t make it, which is the natural selection process that we know as the market. The ones that are standing on their own (often A, B round stage, sometimes C) are mature enough to have a communications person, or hire a PR firm and eventually brief analysts. This means two things: 1) They’ve traction with their products, 2) They want to reach Fortune 5000, and are getting ready. I care the most about these later stage startups, as they are the ones that I may

    Facebook embracing successful apps, punishing others
    Mark declared in his keynote that providng a safe and successful experience for users is key, as a result, they are creating methods to filter applications that provide respectful user experiences that are non-invasive and protect users’ identiy first. Others will be penalized. Expect developers to clean up their act.

    Developers struggle telling their story to brands
    Applications/Widgets are very complicated story to tell to corporations, many corporate folks don’t “get it” and would rather rely on tried and true forms of web marketing like microsites or traditional advertising. More than one widget vendor told me they are having a hard time explaining their story to brands. There’s a lot of truth with this as when I give presentations to Forrester clients about social computing, I often have to explain what a widget is.

    Business models rapidly changing
    Unless you’re directly in the space it’s very difficult to keep track of who’s doing what, with low barriers to entry (400,000 developers currently exist) there are many entrants. As a result, this petri dish is constantly flexing and remorphing, business models, revenues streams continue to change.

    Funding fuels more innovation –but doesn’t guarantee success
    In Mark’s keynote, he said there was $200 million total of funding to developers from a variety of investors. This large influx of capital is allowing for many startups that may not have had the chance to launch products. A year from now, it will be interesting to see a string of dead applications that were once funded –but not adopted by users.

    Many Developers Pan-Platform focused
    While Facebook was the first to offer an open platform for developers, there’s been many containers that have opened up, as such, developers are seeking to widen their network by expanding to new communities.


    Related Resources

  • How Dell’s Regeneration Campaign allowed customers to build their own ads
  • What ‘Facebook Connect’ Means for Corporate Websites
  • Many Forms of Widget Monetization
  • Forrester Report: Google’s OpenSocial: Good News For Marketing Widgets But No Silver Bullet
  • Forrester Report: The Best and Worst of Social Network Marketing, 2008
  • Randy Pausch, a Carnegie Mellon professor, had terminal cancer and was fortunate enough to share his learnings in this final lecture. Sadly he recently passed on at 47.

    He talked about the challenges through his career “some brick walls are made of flesh” and his journey to lead forth virtual reality, educating others, and achieving his childhood dreams, a master storyteller. Warning, you may swell up during his gesture to his wife at the end and then he gives us all his final departing words.

    When I was a kid, I knew two successful men, they told me they had specific goals in life and the slowly worked towards them, they also both said these goals will change as you grow older, but you keep on setting them further and further.

    I just spent the last hour and 16 minutes watching this video, I encourage you to invest the time then evaluate your own goals and dreams. While so unfortunate, it’s amazing that with technology, we can record the great minds, easily share around the globe at low cost, and archive for all eternity. Thanks Randy.

    Update: There’s more discussion on Friendfeed, if you choose to join. I was talked out of thinking it was sad -sort of.

    In my early morning blog reading, I was stunned to receive a tweet from Paul Mooney indicating there was news breaking yet again on Twitter. In horror, we watched in real time using Summize first hand accounts of Bangalore residents tweeting their experience –before major news sources were able to publish.

    I scoured back a few pages in summize (Twitter search engine) to see reports coming in about “two blasts” then “four blasts” then “Six blasts”, all of this was coming in near real time. Unfortunately there is some noise, as not all of the reports were accurate. Here are some select tweets that caught my eye.

    “i hear the ambulance sirens” -@abhin4v

    “-bangalore - be calm and be brave. the blasts were aimed at creating panic only” -@pavanaja

    “Just heard about the blasts in Bangalore. Rushing to pick wife up.” -@simplylezz

    “@ClaudiaBliss Thank you, made it safe. It’s not as bad as the TV makes it out to be.” -@simplylezz

    Mukund, a Silicon Valley resident happens to be in Bangalore and was been reporting via twitter.

    Although the point of this post is to show how quickly news spreads, some were killed by these blasts, I give my best to their friends and families during this tragedy.

    Update: Finished an inquiry call with a client in Bangalore (had to use skype) he conveyed that out of 7 bombs only one person was killed was a relief. The city is on ‘red alert’ lots of police checkpoints he feels secured at home, there are even ID checkpoints at his condo complex.

    Left Image: Josh Bernoff, on his Keynote Presentation at Forrester’s Consumer Forum 07, demonstrates a “Judo throw” –a metaphor of deflecting negative brand attacks into momentum for your energy, although they sustained a few bruised ribs, I often think of Dell (previous Groundswell Award winner) as a good example.

    Forrester is recognizing excellence from companies that are accomplishing business objectives using social applications and technologies. We want to hear how you’ve used the many tools out there to actually make a difference with your customers, prospects, or maybe employees. Colleague Josh Bernoff has more details on the blog, if you’ve worked with me, you know I’m interested in seeing actual business results –show how you’ve moved the needle.

    So, if you work for an agency, brand, or maybe are with a boutique, get your case study together and submit. I’m looking forward to reviewing all the great work folks have done. I look forward to recognizing your great work, on a related note, check out my posts tagged case study or read my reports to see what I think is effective.

    Also, Josh’s “assailant” seen tumbling through the air is a martial arts expert, and coincidently the editor of my last report, thankfully Harley Manning is alive and well.

    Earlier this week, I spoke to a group of AR and PR professionals, and one gentleman from an agency indicated of an interesting phenomenon that was happening among some press –they’re starting to act like analysts.

    Mainstream Press acting like Analysts
    Apparently, some press are demonstrating their subject matter expertise in some areas, and are interviewing analysts and vendors but publishing the findings as their own insight –at the coaxing of their management. The gent suggested that some press are evolving to be more like analysts, forming their own opinions with the story. This isn’t anything new, we’ve seen editorial columns do this for decades, take Mossberg, for example.

    Analysts act like Mainstream Press
    While some analysts would find this downright encroaching, I embrace this type of change, why? Well, many analysts are starting to act more like press, with the advent of blogs. Aside from myself, there are many other analysts that are using blogs to respond to industry news, in fact many analysts have been doing this for sometime. Some press pick up on this, and directly quote off the blog posts, saving a typical phone call. Take for example respected analyst Michael Gartenberg of Jupiter Research who regularly publishes his take about changes in the mobile and social world, in this recent blog post, he gives his take on the new iPhone software, there’s enough info for a reporter to glean quotes without a call.

    Bloggers act like Analysts
    On the flip side, blogger Louis Gray, and Marshall Kirkpatrick day in and day out flex their analytical chops over the social media space writing from their blogs. They dissect products, find out what makes them tick and publish their take (often with recommendations) that many follow.

    Bloggers become Mainstream Press
    I get a real chuckle out of “blogger” Robert Scoble (friend and former colleague) who wails about how Tech Blogging has failed us. To me, this is ironic, while he uses the consumer tools like blogs/video/twitter, he’s actually more akin to mainstream media. As the VP (management) at Fast Company (mainstream media), he has access to the technology leaders, CEOs, and has a total readership greater than many local newspapers. Of course, we know Robert had a humble start, but now, large media brands are either hiring bloggers, or encouraging their journalists and editorial staff to use these tools.

    Mainstream Press become Bloggers
    For effect, let’s examine Kara Swisher, whose roots stem from traditional technology reporting with the Wall Street Journal. Over the last year, she’s amplified her coverage on blogs and with her FLIP camera, covering events as she always has, but is primarily getting her take on things through her irreverent and entertaining blog. While more akin to an editorial coverage, she now leads the conversations on techmeme, interacts with bloggers, and in my mind, is more like an A-list blogger –not mainstream media.

    Finding: Business models influence intent
    It’s interesting to see how people get paid, for example, Mainstream press relies on subscriptions to newspapers/magazines, as well as advertising. Analysts have clients who they provide council and research for, and bloggers often monetize from ad networks and sponsorships. Analysts don’t need lots of eyeballs to monetize. Often, I’m pre-briefed before press or bloggers, yet I don’t break news. I do end up working a lot with the press, who are often on deadline to get the scoop or a unique take. Some bloggers often seek to break news (Techcrunch), yet some choose to hold back to then discuss it amongst themselves.

    Conclusions
    While the individual duties (and business models) highly differ between the Mainstream Press, Analysts, Bloggers, they are all starting to look alike as they adopt social media tools. In the end, if we took the mediums away, and just focused on the type of content that is being published, we’ll start to see the differences of the roles, it is interesting to see how all the viewpoints start to emerge into the online dialog.

    This is an expanded riff, based off my previous post of how bloggers and mainstream media look the same, this post is now inclusive of analysts. I’m curious on your take, are you seeing coverage (esp in tech) start to merge into one gray ball of discussions? What place do you think I should play?

    digest3

    I’m respecting your limited time by publishing this weekly digest on the Social Networking space, which I cover as an Industry Analyst –a good way to get in my head.

    I’ve created a new category called Digest (view archives). Start with the Web Strategy Summary, then quickly scan the succinct and categorized headlines, read text for my take, and click link to dive in for more.

    You can subscribe to this digest tag only, which filters only these posts tagged digest.

    Web Strategy Summary
    This was a very busy week. Facebook launched a major redesign, with a commitment to developers and improving the application experience for users. LinkedIn cut a content deal with NYT, the media heats up about social networks. MySpace offers OpenID, yet advertising attemps still struggles to make money on these growth platforms.


    Facebook: Redesign, Developer Program
    Perhaps the most important info of the week is the newly launched redesign, which some feel isn’t aimed at mainstream, which some suggest looks like Friendfeed, as well as developer program to improve the widget experience (tiering of applications, most trustworthy apps score the best) and Facebook Connect, which I covered in depth.

    Partnership: New York Times and LinkedIn
    Hot on the heels of a content deal with BusinessWeek, LinkedIn continues to extend it’s network to New York Times online readers by providing shared content, another example of the spread of social and content.

    Standards: MySpace offers OpenId Support
    Open ID allows anyone to have a single sign on from one site to another. Essentially, you’ll have one user name and password for any site that embraces OpenID, now including MySpace, one the largest social networks in north America.

    Stats: Facebook stats by region and applications
    South America has the largest growth rate and US growth is slow and steady, read this report from O’Reilly.

    Research: White Label Social Network to be $1.3B in Five years
    This article, focused on the white label folks makes predictions based off report from ABI Research predicts the industry will reach $1.3 billion within five years.

    Hivelive to sponsor Community Design Challenge
    I’ll be one of the judges for this event, the winner gets a free community platform, great marketing and for a good cause.

    Fraud: Man sues for fake profile
    A man sued for damages in UK against someone who created a fake profile and slandered them.

    Community Theory: Build vs Join
    Aaron Strout, of Mzinga provides an analysis and viewpoint of join vs build, a discussion we’ve had on this blog for some time.

    Advertising: Getting less effective and therefore cheaper
    Social networks still haven’t figured out how to monetize. The price of advertising with Lookery and other social network ad price plummets, “7.5 cents per thousand ad impressions (CPMs). Back in January, Lookery was offering 12.5 cents per ad impression. So that means Lookery has cut its ad rates nearly in half. ” sheesh.

    White Label: Enterprises get ready
    I’m always glad to see news about the white label social networking space, in this article, they indicate that they are starting to be taken serious for enterprise use.

    Branded Community: MTV launches Community
    Following the many brands that have already launched their own communities, MTV launches a community (two actually) aimed at youth.

    Applications: Living Social
    This suite of applications called living social allows people to rate, rank, and organize their belongings as a Facebook application.

    EMC Delivers Version 6.5 Of Documentum ECM Suite
    While it’s not super clear from this page of what they delivered: “a family of products that marries the great user experience of Web 2.0 and the strength of the enterprise-class Documentum platform to deliver a balance between business agility and IT control.” one could assume that EMC is delivering social features to the latest version of Documentum, a CMS suite (they call ECM)

    Save your boss time, send them this digest, leave a comment if I missed any. If you work for any company in this space (or represent them as their PR agency) keep me updated by sending me emails. (subject line “Digest”)

    Friendfeed & Twitter

    Categories: MicroMedia, MicroMemePosted on July 24th, 2008

    As you know, I’m very active on twitter (my profile), if you haven’t already, read how I use Twitter. Yesterday, I lost 1000 followers, due to Twitter removing spammers “Twammers” most were bots that were publishing content to feed their websites or client sites –more from Cnet

    Yesterday, I was live tweeting the highlights from Mark Zuckerberg’s keynote, apparently very few tweets from others were being published, I, among a few others were the only ones able to publish.

    Also when I get to 10,000 Twitter followers, I’m going to give away some electronics that I’ve been reviewing, stating with a Nokia Wi-Fi tablet, so stay tuned there.

    On a side note, the head of our consulting department recently joined Twitter, of course, I warned her that I was high volume, and suggested an internal use of the tool would be great for her to keep track of all the consultants projects –as they travel the globe. Does anyone know of a twitter clone for enterprise (and ties with SMS)?

    If you’re creating, or critiquing a lot of social content on the web (or are a creator/critic/collector/joiner), you’ve probally noticed that it’s disjointed and disparte –content is spread all over the place. If you are regularly creating, rating, ranking content on more than 5 social websites, you should also consider aggregating all of that on Friendfeed. I’m pulling in Pandora, Twitter, Blog posts, Upcoming, Flickr, upcoming and all kinds of other social services into my friendfeed page.

    Also, nearly every day, I kick off a conversation (often NOT about tech) on Friendfeed, as it’s most suited for discussions –a discussion board. Today I hosted this discussion on “what do you love –and hate– about growing older” or this Debate discussing whether the United States should stay in the middle east to finish the job, or leave and reduce short term risk.

    Find me on Twitter and Friendfeed, but warning, I’m high volume (but generally sometimes high signal) on both channels.

    Update: see this list of brands on Twitter, impressive.

    I’m here in SF at the F8 developer conference sponsored by Facebook. While the primary thrust of F8 Facebook announcements was for developers, I mentally translate what this means for web strategists at brands at Fortune 5000s.

    One key announcement is Facebook Connect which allows for authentication on 3rd party websites. Then users can visit third party sites, login with their Facebook ID, connect with their friends and update their Facebook newspage –all without visiting Facebook.com


    [Facebook Connect will allow corporate websites to allow users to authenticate, interact, and share with their Facebook network --all without leaving the corporate website]

    Essentially, the Facebook experience extends further into the web –beyond their walled garden.

    Facebook Connect allows users to authenticate using their Facebook ID
    Similair to OpenId (which coincidently was adopted by competitor MySpace) third party developers can allow website visitors to login to their website using their Facebook ID. This “Passport” system (much like what Microsoft tried to do) will let members leave comments on third party sites –as well as identify their friends on these sites.

    Facebook Connect Will Allow third party sites to update Facebook Newspage
    Facebook Connect allows applications, devices, websites to allow third party sites to embed a small piece of code on your site. Then, as users come to your site, (assuming they are Facebook users) could login to Facebook from your site and choose to share activities that would be shared on their newsfeed on Facebook.

    Example via Techcrunch: “Mike Philips from Citysearch is taking the stage. He says they are launching a new site, where sharing information is a big piece. They are integrating with Facebook Connect. When a user looks for a hotel, restaurant, etc., Citysearch already has lots of reviews and data, but not a way to link up reviews from friends.”


    [Boring, static corporate websites can now become social]

    Recommendations for Brands
    Interestingly, I talked to some Facebook employees, and they weren’t even looking as far as I was, (which means I’m doing my job well) so this prediction is something to still watch.

    Brands should watch how this impacts the few launch partners first, let them sort out the bugs, and put this on the roadmap. Brands that have websites that have social actions (such as buying a product, rating, ranking, or leaving comments) should keep this in mind, as they can now extend the actions to Facebook streams.

    Brands that are already trying to reach the Facebook audience (white collar workers and college students) should plan on experimenting with Facebook Connect as it can bring additional social functionality to corporate websites. First, start with use behavior: Use this interactive chart, the behavior is a cross between “Joining” (a social network) and “critic” (commenting, voting, rating) content. In this case, joining is a prerequisite for being a critic, so the actual participation level will be less.

    Your logins could become less relevant if Facebook adoption continues to take off in particular markets, for example, brands that are already trying to reach this segment should be ready to adopt Facebook Connect. I ran this Tim O’Shaughnessy, CEO Living Social, who agreed this is a big change.

    Update: After talking to others, like Dave McClure, it quickly was realized that this is just one more in a trend: OpenID now on MySpace, Google Friend Connect, LinkedIn’s ties with Businessweek and NYT are all examples of our social graphs (relationships) leaving the social network and spreading to third party sites.

    Also, White label social network vendors (community platforms) should be thinking about how to integrate all of the above.

    Yesterday, I spoke to a room full of Analyst Relations (AR) and Public Relations (PR) professionals at a large tech vendor. I was asked to lead a discussion about the impacts of social media to their daily life.

    I’ve been hearing about these questions from AR folks themselves, as well as from Forrester’s AR services team, and analysts such as Ray Wang . Hopefully, this will kick off a discussion and we can collaboratively share and learn.

    10 Questions Analyst Relations Professionals Have About Social Media

    1. Is social media a medium to influence the influencers?
    2. Are influencers impacted by social media usage of clients, vendors, and media?
    3. Now that many are creating their own messages is message control realistic?
    4. Can AR and PR benefit from listening to social media?
    5. Can AR and PR benefit from using social media to talk?
    6. How do AR folks, who are traditionally accustomed to deep, often in person relationships benefit from this?
    7. Does this really mean more work for me?
    8. If our competitors use this, do they have a leg up on us?
    9. How to we quantify the ROI of our efforts?
    10. Leave a comment if you’ve got a point of contention.

    Self admittedly, I’m new to this topic, and many others have been thinking this through more carefully. I do however represent a new type of analyst that uses these tools to support, promote, and enhance, some parts of my research (it’s not good for deep analysis nor accurate trending), so you’ll want to observe my behaviors carefully as I make mistakes and also figure things out.

    If you want to learn more, subscribe to Jonny Bentwood, SageCircle’s Carter Lusher, or talk to the Forrester AR folks that are thinking this through much deeper than I am. Also, see this List of Resources, Profiles, Indexes, Blogs, Companies and Information for the Analyst Industry.

    Update: Carter Lusher just pointed me to this list of Analyst Relations pros that are on Twitter, half are from Tech, and half are from agency.

    Update 2: Carter responds to my questions, with his take on the answers, read part 1 and part 2.

    If you work at an interactive agency or at a brand that’s interested in marketing at social networks, this post is for you.

    Agencies and Brands unsure what to do
    I can see the deal now, and I’m sure many of you have been in these meetings (client or agency side). The agency knows the brand manager is familiar, comfortable, with traditional interactive marketing campaigns in the past. So, the agency comes to the table repurposing a successful microsite now to meet a “Facebook strategy”. The brand manager nods, signs off, and the agency gets to work. Weeks to months later, the campaign launches on Facebook, with many of the computer-to-human features that you’d see on a microsite but it doesn’t allow self-expression or the ability to share. As such, only a few folks show up, and it’s written off as a ‘learning experiment’ (corporate translation: fail)


    [When it comes to social network marketing, many brands are deploying "computer-to-human" efforts, and therefore missing out on the true community features of self-expression and sharing that "member-to-member" activities provide]

    Fail: many brands repurposing microsite strategies
    In my recent report “The best and worst of social network marketing” most brands are doing it wrong. In fact, I’m hearing of more and more cases where interactive agencies are repurposing interactive marketing (human to computer) and go to brands (who don’t know what to do) and present a 6-7 digit proposal for a Facebook strategy. Unfortunately, many brands are spending a tremendous amount of resources and missing the most important opportunities. (Deloitte research also backs this up -WSJ)

    Solitaire, a terrible party game
    Have you noticed that the card game solitaire doesn’t make for a good party game? It’s the same thing when it comes to social networks. Social networks are about self expression, communication, and networking and sharing with others –it’s more akin to social card games like poker, gin, or even mah jong. The core elements of these games encourage sharing, trading, communicating with other players of the party.

    Many brands are deploying solitaire games at a party, where everyone is already playing poker. The same concept applies to marketing efforts on social networks. In our research, many were developing efforts that was two-way between the brand and a single member (interactive marketing). Instead, brands missed the core behavior of member to member interaction between the community, therein lies the true opportunity.

    Socialization, the missing link
    What does this opportunity look like? Getting the members to self-express on your behalf, communicate to each other, and spread the brand values to their own network at a rapid pace. Social networking tools allow for rapid spread of information to ones network –providing they choose to participate in this behavior.

    It’s interesting to note that the agency that delivered the only passing grade was Federated Media, who doesn’t come from the traditional interactive agency realm, but instead first with a blog advertising networks, and is slowly expanding into social marketing. Unfortunately, I’ve heard concerns from some that they may not be able to scale to meet enterprise needs that other large existing firms offer, so we’ll have to see if they can grow –while maintaining flexibility.

    So, as you start to shop around for ideas to meet your objectives for your social marketing activities, remember that repurprosing the traditional microsites is missing out on the social behaviors that are native to social networks.

    Understand the different forms of web marketing
    Also, if you need a crash cours on the many different types of marketing available to you learn about the many forms of Web Marketing for 2008, the list grows every year.

    I saw an interesting tweet from Mark Krupinski, a Community Manager at Rasmussen College, that really deserves it’s own post:


    ["...When you hire someone,...you 'hire' his or her network..." -Mark Krupinski]

    While this is certainly true in sales and recruiting (professional networkers), how does it apply to other jobs? What I often think about is the highly connected Generation Y millennials. While some of them certainly may not be as public as others (some of my millennial colleagues only “friend” those that they really know) they have access to a much larger network of FoaF (Friend of friends) acquitances all within one or two clicks.

    Quantifying the worth of one’s network will be challenging, while it’s easy to measure the size of one’s network, what about quality and depth? I have a large broad network, but how many of these folks do I really know, or can say I have a close trusted relationship with? Without asking me (I do have an answer, by the way) how would a recruiter be able to figure this out?

    Regardless of measurement, many of us will come to the workforce with our large networks with us, as a result, we’ll be pre-tied to colleagues, prospects, partners, and competitors. What plans will companies put in place to benefit from these relationships? Even if that 20 year old intern is not an ‘official’ representative of the company, they are very likely to indicate on their Facebook, Linkedin, and Blog where they work. They represent the company –officially or not — as soon as they self-identify their employer.

    There’s both an opportunity and a risk for brands: Opportunity) Train, trust, and empower employees to be behave online just as a they would at the workplace. Risk) Do nothing and trust that your employees will separate what they do online from their company, or that they’ll always behave kosher.

    Take for example this 20 year old UK worker who was fired for posting a message on a social networking site “F*ck the partnership” (in reference to his own company). The question remains was this worker fired for bad behavior on a social network? Or just being a bad employee?

    In the end, our personal live (and networks) are colliding with our work lives, and online, many of us have to give a bit for both.

    Buzzword Heaven: Social Networks

    Categories: Social NetworkingPosted on July 21st, 2008

    07112008618
    Photo from Nancyscola

    It’s amusing to see how many brands are getting on the “Social Network” bandwagon, this time with Staples selling “Social Networking Cards“. I first learned about this from fellow analyst Julie Katz who is equally perplexed as I was.

    Essentially (if you read the fine print) it’s a regular business card that can link to your Facebook, MySpace, Twitter, Friendfeed, Plurk or whatever else you’re doing online. I expect to see some of these from my kid sisters friends, who are just leaving the college scene.

    I can imagine some college bound kids going to the bar with these cards and exchanging these “social network” cards with links to their Facebook and Myspace accounts.

    Whatever happened to the Palm Pilot? I thought we were going to do away completely with printed business cards and ‘beam’ our contact info to each other, I used to do it, but not with current cell phones.

    Thinking ‘mid term’ I’ve had my blog URL on my current and previous business card (and prominently featured on my resume), it’s something I expect to be part of my career.

    I guess if I wanted to take this all the way, I should update my white pages listing in the physical phonebook with my twitter address.

    Glassdoor: What Your Employees Think of You

    Categories: Social MediaPosted on July 21st, 2008

    Glassdoor, a social website that lets employees rate and rank previous and current jobs, approval rating of your CEO (much like the presidential approval ratings) as well as share salaries, is slowly getting traction. I login every few weeks to see slow steady growth. If you’re in a management position or are in HR, I highly recommend you read the reviews and ratings that your employees are saying.

    If you notice decision, and see a trend of similar complaints, there’s two things to realize: 1) Your internal feedback loop is probably not working, therefore employees are letting grievances air in public to customers, investors, and the board. 2) There are probably some issues that you may want to resolve and fix.

    There are a few weaknesses with Glassdoor that we should take into account: 1) There’s still very little data, most companies just have a smattering of reviews, 2) All data is anonymous so it’s very difficult to track –or prove –that someone actually worked at the company. It would be interesting if they were able to anonymously approve accounts in LinkedIn thereby secretly verifying identities. 3) Unhappy employees and happy employees will reflect their attitude –and service– to customers, so be sure to acknowledge one of your most important assets.

    Also, if a company is just getting smeared by it’s employees, a company should address these problems, as although you could block the site from work, people will access it at home.

    For what it’s worth, I’m making it a rule not to publicly rate my current employer on these types of sites, although I’m likely to rate them after I move on. Instead, I’m more likely to be forth coming in internal discussions, in an effort to improve things, rather that say it in public.

    As we move to new jobs, we’ll be looking at the reviews of future companies on Glassdoor (just as we review financials) before I accept a position, but will appropriately weight it depending on age of comments, number of total reviewers, and patterns for trends.

    Although Glassdoor shows some data in public, if you’re curious to see what employees think of your company (or how much people make in other companies) you’ll have to register, and complete part of the submission process in order to see details.

    Have you peered into the glassdoor? Were you surprised or did you get confirmation?

    (Left photo: Paul Denlinger, Elliott Ng visit me at Forrester, Foster City, CA. If you’re interested in China and the internet, subscribe to their blogs)

    Jeremiah: This is the second post from Paul Denlinger (read the first here), who’s living in China, an internet expert and reporting back to us. He provides us the perspective that few can and I’m happy to have his input. Coincidentally, Paul cam by my office with Ellliot Ng last Friday, they’re working on some exciting stuff, and I hope to be part of it later this year. Without further ado, Paul shares some key insights that relate to China’s culture and impact on communications.


    China: After the Earthquake, Before The Olympics

    For many social media analysts, it’s all too easy to think that social media is all new technologies for the Internet which make it possible for people to meet and share real-world experiences. In China though, it’s not so simple because it’s not just the technology which is new and changing, the whole society is changing, and changing very rapidly.

    For many observers, and particularly the mainstream western media, there has been a near-obsession with China’s politics, and when it comes to the Internet, the issue of censorship and the GFW, or Great Firewall of China. For most Chinese, as independent issues, these are much less important than the underlying social trends which have become much more important, and much more apparent. Aside from the much greater prosperity of China over the past thirty years, there is a single greater trend, and that is toward greater openness which has been achieved through cheap and easy communications. This greater openness has not been achieved solely with the Internet, but more importantly, through cheap mobile communications offered through China’s mobile network.

    Immediately after the Sichuan earthquake of May 12, most Chinese attempted to reach their loved ones in the quake-affected areas through the mobile network. In today’s China, the mobile phone network is the default method of communications, with the Internet as the second most common method of communications. These networks are changing quickly and melding, with a good deal of the change being driven by strong demand for the iPhone, even though Apple does not yet have a carrier agreement in the country. For many increasingly prosperous Chinese, the iPhone is their preferred mobile device for communications. Less than one year ago, the iPhone came as a status symbol; now it is preferred because it is user-friendly. Ten months ago, anyone with an iPhone would have turned heads. Now, it doesn’t even deserve a comment.

    Aside from the tragic damage and loss of life, the May 12 Sichuan earthquake started a cascade of events which brought some social changes to the surface. For the first time, the Chinese government mourned at the loss of life of ordinary Chinese, and at the one week anniversary, even Internet users stopped their Google search queries out of respect for the dead. More than US$3 billion was estimated to have been sent to the homeless and injured in Sichuan through various organizations.

    But nothing is simple in China. Many questioned whether the many charity organizations could be trusted with their donations, and some went so far as to buy goods, clothing and medicine, then took them to Sichuan to distribute them to the needy themselves. Other strangers organized themselves on the Internet, forming their own rescue missions to Sichuan.

    From the government’s perspective, this massive outpouring of support was a double-edged sword. The unprecedented financial goods and support for the victims were good, but when the parents of dead children chose to ask why their childrens’ schools collapsed while government buildings were relatively unaffected, it chose to interpret this as a threat to the government’s authority and in some cases, tried to shut down discussion. The trouble with modern technology though, is that sometimes it is nearly impossible to shut down discussion, even though government entities control different chokepoints of communications. This put the Chinese government on the defensive, organizing online groups to support the government positions.

    This became apparent in late June with an incident in Wengan in Guizhou province, where a young teenager died under mysterious circumstances, and in the ensuing chaos, a police station was burned down. While news of this incident was initially suppressed in China, videos quickly made their way to Youtube where they were viewed by those outside China, who then spread the news back to their friends and family in the country. In response, the Chinese government in Beijing swiftly fired the government officials in charge.

    The trend toward more openness, transparency and accountability are not just demanded of the government. More and more people are demanding the same from businesses, and if they don’t get it, they complain quite openly about business practices they don’t agree with.

    Today, China is standing at a crossroads. While the Chinese have enjoyed an unprecedented growth in wealth and basic human rights, including the basic right to homes and food, they want and expect more. In many respects, the buildings, roads and infrastructure created over the past ten years are newer and more modern than the US’s very dated and poorly maintained infrastructure. China’s rulers are slowly coming to the realization that building the infrastructure hardware is the easy part; the real challenge lies in building the human software and practices which come with managing a first-world country.

    The Chinese government is slowly coming to the realization that as the Chinese people become more prosperous, they are demanding more of their government, including transparency and accountability, and if they don’t get it, some of them are prepared to take action. The society is becoming more noisy, and more democratic, and the Internet and mobile communications have played an enabling role for the people.

    Paul Denlinger is a China-based Internet analyst and consultant. He publishes his own blog at China Vortex.

    It’s true, most social network marketing isn’t being done effectively, why? Many brands (and their agencies) are deploying “interactive marketing” (user to website) experience rather than relying on the tools of social networks “social marketing” (member to member). As a result, many brands are wasting their time, money, and resources to reach communities in social networks without first understanding that the use case is very different than a microsite campaign. Don’t just take my word for it, research from Deloitte also suggests the same –WSJ (link via Fabrice)

    In this latest report, we created a scorecard (which you can use to checklist your own efforts) which amplifies the real opportunities of social network; the community themselves. This report is great for anyone brand deploying a social network marketing effort, or for agencies that are trying to enter this new world. Marketing efforts did best when the control was turned over to the hands of the community.

    [We tested marketing efforts on Social Networks using 'Social' criteria (rather than traditional marketing tactics) that meets the needs of the community, sadly, only 1 out 16 brands passed]

    We took a multi-industry approach, and reviewed 16 firms from four industries: automotive, media, technology, and consumer products. Sadly, out of this 16 contenders that were appropriate, only the BMW Series 1 received a passing grade, and half of the firms scored a zero or lower. We also tried to find examples in many social networks including Facebook, MySpace, LinkedIn, Imeem, and Microsoft’s Windows Live Spaces. I was already asked on Twitter if there were B2B examples, unfortunately, we only found one that made the report, Microsoft Live Server.

    Despite these dismal scores, there were some great examples such as the The Dell/Microsoft (Red) program provided a rich media theme that was easily sharable, Sony’s BMG page for Alicia Keys was personable and interactive, and Kraft’s DiGiorno Pizza delivered a unique interactive experience with its members. To improve social network marketing, brands must develop community-centered content and activities, measure success based on new criteria, and be prepared to participate.

    Forrester Report: Best And Worst Of Social Network Marketing, 2008


    If you leave a question on Forrester report page, I promise to respond to the best of my ability.
    If you’re a client, you can download instantly, or if you’re not a client, you can purchase the report, and if you’re not fully satisfied you can return with no questions asked –we stand by our work.

    Also, I propose we do away with the term “campaign” when it comes to social networks, it derives images of military movements, and short term commitments –exactly what not to do when it comes to communities.

    Although some of them have changed since we first started to judge the 16 social network marketing efforts are:
    Note: A passing score is a minimum of 8.

    Automotive
    BMW 1 Series scores a 9 (Pass) read more
    Mazda3 scores a -1
    Chevy scores a 3 (who sponsored the effort at the time)
    Ford scores a -4

    Media
    HBO’s Entourage scores a 2
    FOX News scores a -4
    Disney: Enchanted Movie scores a -4
    Sony BMG’s Alicia Keys scores a 7

    Technology
    Samsung’s Blast scores a -3
    Dell/Microsoft (RED) scores a 6
    Microsoft’s Windows Server Live scores a 6
    Intel scores a -5

    Consumer Products
    Nike scores a 2
    Kraft’s DiGiorno Pizza scores a 5
    Pepsi’s Aquafina scores a -2
    Mars: Skittles & Starburst scores a 0

    The whole process was a tremendous amount of work, we spent hours testing, reviewing, and compiling data, you should use this report as a benchmark and a checklist for your future efforts on social networks. It was a lot of work, but should really help you to all move forward and reach communities even more effectively.

    Lastly, I use social media tools as a small percentage of my research methodology, for example, I asked the 12,000+ readers of this blog (and 9000+ on Twitter) to help define what they think are success metrics for campaigns, some of this was factored into the scorecard requirements. At Forrester we serve different roles, mine being Interactive Marketers, it’s also important to know the largest segment of readers to this blog are Interactive Marketers according to a recent survey. So I use the same tools that I cover, and try to practice what I preach. Last by not least, thanks to Christine Overby, Harley Manning, Sarah Glass and Scott Wright at Forrester for all their help.

    Scope Clarification:

    Update: One brand was unsure of the scope of this research report. To be clear, this report encompassed only the marketing efforts on a social network. It does not include blogs, podcats, youtube, communities that a brand may create on their own site, or efforts within the intranet. Also, some brands may have had multiple marketing efforts on social networks, this report would have only examined and graded one.

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