Writing for digital advocacy ooha 12

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Presentation on writing for social media given to OOHA in June.

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Writing for digital advocacy ooha 12

  1. 1. Putting it in Action#wintersummit2012 @shaw_tim
  2. 2. Where  are  we  now?   •  Group  status  updates  #wintersummit2012 @shaw_tim
  3. 3. Where  are  we  now?   •  What  are  your  greatest  challenges  for  (digital)   advocacy?  #wintersummit2012 @shaw_tim
  4. 4. Where  are  we  now?   •  What  has  worked  really  well?  #wintersummit2012 @shaw_tim
  5. 5. Audience#wintersummit2012 @shaw_tim
  6. 6. Audience   •  Stakeholder  Group     –  This  could  be  community  or  staff  segmented  by   locaAon,  funcAonal  area,  or  other  factors?    #wintersummit2012 @shaw_tim
  7. 7. Audience   •  Key  CharacterisAcs     –  Relevant  details  that  help  shape  communicaAon,   such  as:  mobility,  shiG  work,  community   demographics,  percepAons  from  previous   iniAaAves,  others.   –  How  acve  are  constuents  in  social  media?  What   tools  are  they  using?    #wintersummit2012 @shaw_tim
  8. 8. Audience   •  Current  Level  Of  Understanding           –  What  is  the  current  understanding  about  the   change  or  need?     –  What  will  enable  or  hinder  receipt  of  your   message  -­‐-­‐  what  is  of  most  interest  and  concern   to  them;  perceived  threat  or  opportunity,  what   will  be  seen  as  a  gain  or  loss.      #wintersummit2012 @shaw_tim
  9. 9. Audience   •  Desired  Behaviour     –  What  do  you  want  done,  or  not  done,  as  the   result  of  this  communicaAon?    #wintersummit2012 @shaw_tim
  10. 10. Audience   •  TacAcs/Timing       –  What  is  the  best  way  to  reach  them  and  when  do   we  reach  them?     –  Do  you  want  to  invite  an  outreach  or  follow-­‐up?    #wintersummit2012 @shaw_tim
  11. 11. Audience   •  Responsibility   –  Who  is  most  credible  with  this  stakeholder?    #wintersummit2012 @shaw_tim
  12. 12. Audience   •  ConversaAon  Tone   –  What  is  your  audience  saying  about  your  issue  or   cause?  Are  they  supporAve,  negaAve,  neutral?    #wintersummit2012 @shaw_tim
  13. 13. Audience   •  Who  are  we  trying  to  reach?   •  Is  each  coaliAon  trying  to  reach  the  same   audiences?  #wintersummit2012 @shaw_tim
  14. 14. Audience   •  Is  your  audience  using  social  media?   •  Where  are  they?   •  What  are  they  saying?  #wintersummit2012 @shaw_tim
  15. 15. Environmental Scan#wintersummit2012 @shaw_tim
  16. 16. BHAG Big Hairy Audacious Goal#wintersummit2012 @shaw_tim
  17. 17. Goals   •  What  is  wrong,  why  do  we  need  advocacy?    #wintersummit2012 @shaw_tim
  18. 18. Goals   •  What  do  we  want  to  be  different  when  we’re   done?    #wintersummit2012 @shaw_tim
  19. 19. Goals   •  What  does  success  look  like  to  you?    #wintersummit2012 @shaw_tim
  20. 20. Goals   •  What  milestones  will  let  us  know  we’re  on   track?   •  What  will  we  measure?  #wintersummit2012 @shaw_tim
  21. 21. Strategies#wintersummit2012 @shaw_tim
  22. 22. Strategies   •  The  acAviAes  that  you  will  use  to  achieve  your   goal,  not  the  tools.  #wintersummit2012 @shaw_tim
  23. 23. Strategies   •  Example   –  Goal:  Excellent  oral  health  care  for  every  senior  in   Durham.   –  Strategy:  Inform  adults  caring  for  elderly  parents   about  importance  of  oral  health.   –  TacAc:  Use  Facebook  page  to  engage  adults  in   conversaAons  about  their  parents’  oral  health.   •  ‘My  Story’  campaign  on  Facebook  to  encourage  adults   to  share  their  stories.  #wintersummit2012 @shaw_tim
  24. 24. Measuring#wintersummit2012 @shaw_tim
  25. 25. Creating your content#wintersummit2012 @shaw_tim
  26. 26. Inform,  Involve,  Inspire   •  Inform   –  Content  designed  to  provide  the  user  with   informaAon  on  your  brand,  issue  or  cause.     –  Focus  on  why  the  issue  is  important  to  them.   –  Over  Ame,  shiG  to  provide  them  with  the   informaAon  that  they  need  to  be  informed   advocates  and  champions  for  your  cause.  #wintersummit2012 @shaw_tim
  27. 27. Inform,  Involve,  Inspire   •  Involve   –  Content  should  engage  the  user,  and  have  them   parAcipate  in  the  discussion  or  conversaAon  in   some  way.     –  Can  be  as  simple  as  liking  a  post  on  Facebook,   signing  an  online  peAAon  or  actually  coming  out   and  parAcipaAng  in  events.     –  Should  include  a  call  to  acAon.  #wintersummit2012 @shaw_tim
  28. 28. Inform,  Involve,  Inspire   •  Inspire   –  Content  is  created  to  inspire  some  sort  of  acAon   from  the  user.     –  Always  accompanied  with  a  simple  way  to   complete  the  call  to  acAon   –  Enable  the  user  to  carry  the  message  forward  to   their  peers  –  online  and  offline.  #wintersummit2012 @shaw_tim
  29. 29. WriAng  for  Social  Media   •  Relevant,  useful,  and  interesAng     •  Easy  to  understand  and  share     •  Friendly,  conversaAonal,  and  engaging     •  AcAon-­‐oriented      #wintersummit2012 @shaw_tim
  30. 30. WriAng  for  Social  Media   •  Relevant  –  WIIFM?   –  Time     –  LocaAon     –  Audience     –  Interests      #wintersummit2012 @shaw_tim
  31. 31. WriAng  for  Social  Media   •  Relevant  –  Time   –  Schools  out  for  summer!  Read  Aps  on  how  to  keep   kids  healthy  here  yyy.yyy.ca    #wintersummit2012 @shaw_tim
  32. 32. WriAng  for  Social  Media   •  Relevant  –  Loca9on   –  Toronto  just  approved  funding  for  seniors  health   care.  See  where  your  community  stands   yyy.yyy.ca.  #wintersummit2012 @shaw_tim
  33. 33. WriAng  for  Social  Media   •  Relevant  –  Audience   –  Learn  how  to  protect  your  #aging  parents’  health.   It’s  the  li]le  things  that  count  yyy.yyy.ca.    #wintersummit2012 @shaw_tim
  34. 34. WriAng  for  Social  Media   •  Relevant  –  Interests   –  #Foodies  –  Find  out  what  dishes  are  best  for  your   teeth.  Yyy.yyy.ca.  #wintersummit2012 @shaw_tim
  35. 35. WriAng  for  Social  Media   •  Useful     –  Study  shows  adding  carrots  to  diet  reduces  gum   disease.  Why?  Because  they’re  delicious  and   crunchy!  Learn  more  about  gum  disease  at   yyy.yyy.ca.  #wintersummit2012 @shaw_tim
  36. 36. WriAng  for  Social  Media   •  Make  sure  it’s  Interes9ng  #wintersummit2012 @shaw_tim
  37. 37. WriAng  for  Social  Media   •  Is  it  SHAREABLE?   –  Put  relevant  informaAon  at  the  beginning  of  your   post.     –  Use  fewer  characters  than  allowed  to  make  sharing   easy.     –  Keep  messages  short  but  relevant.     –  Test  your  message  on  a  cold  reader.  Could  someone   “get  it”  in  less  than  2  seconds?     –  Provide  enough  context  so  your  message  can  stand   alone.    #wintersummit2012 @shaw_tim
  38. 38. WriAng  for  Social  Media   •  Do   –  Use  contracAons     –  Write  in  first  or  second  person  (I,  we,  you)?  #wintersummit2012 @shaw_tim
  39. 39. WriAng  for  Social  Media   •  Don’t   –  Use  colloquial  language  (y’all,  ain’t,  you  guys).     –  Use  trendy  abbreviaAons  (UR  for  “you  are”).    #wintersummit2012 @shaw_tim
  40. 40. WriAng  for  Social  Media   •  Is  it  ac9on  oriented?   –  Use  acAon  verbs  such  as  “learn,”  “watch,”  or   “join.”     –  Include  links  to  Web  content  that  offer  more   detail  or  supply  a  phone  number  or  e-­‐mail   address,  but  not  e-­‐mail  addresses  for  individuals.     –  Use  ALL  CAPS  sparingly,  for  emphasis  only.    #wintersummit2012 @shaw_tim
  41. 41. Facebook#wintersummit2012 @shaw_tim
  42. 42. WriAng  for  Facebook   •  How  do  people  interact?   •  77%  just  read     •  17%  share  news  with  others   •  13%  post  about  the  brand  #wintersummit2012 @shaw_tim
  43. 43. WriAng  for  Facebook   •  Length   –  420  characters  with  a  link   –  250  characters  will  display  in  the  newsfeed  #wintersummit2012 @shaw_tim
  44. 44. WriAng  for  Facebook   •  Tone   –  Use  casual,  jargon  free  tone   –  Keep  it  consumer  friendly  #wintersummit2012 @shaw_tim
  45. 45. WriAng  for  Facebook   •  Tag   –  Use  @  before  someones  name  to  tag  them  in  a   post.   –  Post  then  shows  up  on  their  wall.   –  They’re  more  likely  to  see  and  share  the  post.  #wintersummit2012 @shaw_tim
  46. 46. WriAng  for  Facebook   •  How  do  you  engage?   •  AutomaAng  content?   –  Pros/Cons  #wintersummit2012 @shaw_tim
  47. 47. WriAng  for  Facebook   •  How  do  you  engage?   •  Use  video  #wintersummit2012 @shaw_tim
  48. 48. WriAng  for  Facebook   •  How  do  you  engage?   •  Encourage  shares  &  menAons  #wintersummit2012 @shaw_tim
  49. 49. WriAng  for  Facebook   •  How  do  you  engage?   •  Use  quesAons  and  polls  #wintersummit2012 @shaw_tim
  50. 50. WriAng  for  Facebook   •  How  do  you  engage?   •  Target  your  messages  #wintersummit2012 @shaw_tim
  51. 51. WriAng  for  Facebook   •  How  do  you  engage?   •  Put  fans  in  charge  #wintersummit2012 @shaw_tim
  52. 52. WriAng  for  Facebook   •  How  do  you  engage?   •  Involve  fans  #wintersummit2012 @shaw_tim
  53. 53. WriAng  for  Facebook   •  How  do  you  engage?   –  You  only  get  one  first  impression  #wintersummit2012 @shaw_tim
  54. 54. WriAng  for  Facebook   •  How  do  you  engage?   •  Make  it  real-­‐Ame   •  Bring  the  offline  online      #wintersummit2012 @shaw_tim
  55. 55. WriAng  for  Facebook   •  Your  turn   –  Choose  a  key  message  and  think  about  what  stories  you  can  tell   about  it.   –  Create  a  message  that  you  could  share  on  Facebook  to:   a.  Inform   b.  Involve   c.  Inspire  #wintersummit2012 @shaw_tim
  56. 56. Twitter#wintersummit2012 @shaw_tim
  57. 57. WriAng  for  Twi]er   •  Message  (or  tweet):  Messages  are  composed   of  up  to  140  characters  of  text  or  links.    #wintersummit2012 @shaw_tim
  58. 58. WriAng  for  Twi]er   •  Retweet  (RT):  If  a  tweet  (or  message)  from   another  Twi]er  user  is  relevant,  the  retweet   funcAon  allows  you  to  forward  their  message   to  your  network.     •  Modified  Tweet  (MT):  A  retweeted  message   that  had  to  be  modified  to  fit  the  character   limit.  #wintersummit2012 @shaw_tim
  59. 59. WriAng  for  Twi]er   •  Men9on:  Twi]er  enables  users  to   automaAcally  link  to  each  other  by  pupng  the   @  symbol  in  front  of  the  username  in  a   message.    #wintersummit2012 @shaw_tim
  60. 60. WriAng  for  Twi]er   •  Hashtag:  Similar  to  a  menAon,  a  hashtag  is   created  automaAcally  when  you  put  the  #   symbol  before  a  word.  Using  a  hashtag   enables  other  people  to  join  in  a  larger   conversaAon  on  a  topic  or  find  informaAon   quickly.    #wintersummit2012 @shaw_tim
  61. 61. WriAng  for  Twi]er   •  Short  URL:  Links  can  be  compressed  using   tools  such  as  bit.ly,  which  bring  them  down  to   about  15-­‐20  characters.  #wintersummit2012 @shaw_tim
  62. 62. WriAng  for  Twi]er   •  140  characters  is  too  much.  #wintersummit2012 @shaw_tim
  63. 63. WriAng  for  Twi]er   •  Use  abbreviaAons,  but  keep  it  professional   –  Avoid  UR,  L8R  #wintersummit2012 @shaw_tim
  64. 64. WriAng  for  Twi]er   •  Share.     –  Share  photos  and  behind  the  scenes  info  about   your  brand,  issue  or  cause.     –  Give  a  glimpse  of  developing  projects,  events  and   important  meeAngs.  #wintersummit2012 @shaw_tim
  65. 65. WriAng  for  Twi]er   •  Listen.     –  Regularly  monitor  the  comments  about  your   brand,  issue  or  cause.  #wintersummit2012 @shaw_tim
  66. 66. WriAng  for  Twi]er   •  Ask.     –  Ask  quesAons  of  your  followers  to  glean  valuable   insights  and  show  that  you  are  listening.  #wintersummit2012 @shaw_tim
  67. 67. WriAng  for  Twi]er   •  Respond.     –  Respond  to  compliments  and  feedback  in  real   Ame.  #wintersummit2012 @shaw_tim
  68. 68. WriAng  for  Twi]er   •  Demonstrate  wider  leadership  and  know-­‐ how.     –  Reference  arAcles  and  links  about  the  bigger   picture  as  it  relates  to  your  brand,  issue  or  cause.  #wintersummit2012 @shaw_tim
  69. 69. WriAng  for  Twi]er   •  Champion  your  stakeholders.   –   Retweet  and  reply  publicly  to  great  tweets  posted   by  your  followers  and  advocates.  #wintersummit2012 @shaw_tim
  70. 70. WriAng  for  Twi]er   •  Establish  the  right  voice.   –  Twi]er  users  tend  to  prefer  a  direct,  genuine,  and   of  course,  a  likable  tone  from  your  organizaAon,   but  think  about  your  voice  as  you  Tweet.  How  do   you  want  your  organizaAon  to  appear  to  the   Twi]er  community?  #wintersummit2012 @shaw_tim
  71. 71. WriAng  for  Twi]er   •  Your  turn   –  Compose  a  tweet  designed  to:   a.  Inform   b.  Involve   c.  Inspire  #wintersummit2012 @shaw_tim
  72. 72. Blog#wintersummit2012 @shaw_tim
  73. 73. WriAng  your  Blog   •  Good  Content   –  Finding  the  balance  between  wriAng  for  humans   and  wriAng  for  machines   •  RULE:  Write  for  people  first,  search  engines  second.   –  Create  content  that  people  will  want  to  refer   other  people  to  (generate  links)    #wintersummit2012 @shaw_tim
  74. 74. WriAng  your  Blog   •  Good  Content   –  Engaging   –  Valuable   –  InformaAve   –  Funny,  wi]y,  insightul   –  Easy  to  read   –  Updated  regularly    #wintersummit2012 @shaw_tim
  75. 75. WriAng  your  Blog   •  Where  to  start?   –  Start  by  answering  some  of  your  audience’s  most   popular  quesAons.   •  Answer  what’s  in  it  for  me?   –  Conduct  brief  interviews  with  experts  from  your   organizaAon.     –  Share  personal  stories.    #wintersummit2012 @shaw_tim
  76. 76. WriAng  your  Blog   •  How  oGen?   –  As  oGen  as  you  want  people  to  pay  a]enAon   –  As  oGen  as  you  have  something  valuable  to  say    #wintersummit2012 @shaw_tim
  77. 77. WriAng  your  Blog   •  How  oGen?   –  Plan  for  at  least  1  substanAal  post  per  week   •  500  words   –  Incorporate  shorter  ‘update’  or  Amely  posts   throughout  the  week   •  Under  300  words   •  Photos,  videos  or  thoughts  on  another  blog    #wintersummit2012 @shaw_tim
  78. 78. WriAng  your  Blog   •  Repackage   –  Look  at  the  material  you  already  have.   •  Reach  out  to  others  in  your  org.   –  Have  them  write  down  every  quesAon  they  are  asked  for  a   day.   •  Reach  out  to  those  already  engaged  for  their  stories.    #wintersummit2012 @shaw_tim
  79. 79. WriAng  your  Blog   •  Curate   –  Curate,  or  aggregate,  other  valuable  pieces  of   content.   –  Make  sure  it’s  valuable:   •  Are  you  saving  the  reader  Ame  by  pupng  all  of  these   resources  in  one  place?   •  Are  you  offering  your  own  opinion  and  insight  against   what  somebody  else  has  said?    #wintersummit2012 @shaw_tim
  80. 80. WriAng  your  Blog   •  Planning  content   –  Have  an  editorial  calendar  or  content  schedule   –  Help  you  map  out  your  frequency,  give  you  a   general  idea  of  the  content  you’ll  be  creaAng   –  Serve  as  a  blogging  schedule   –  Help  you  develop  an  approach  or  focus   •  Specific  topics  or  issues  for  specific  Ames.  Ex   Awareness  months    #wintersummit2012 @shaw_tim
  81. 81. WriAng  your  Blog   •  Planning  content   –  Editorial  calendar  helps  you  maintain  a  balance  of   content  types   –  Outlines  various  topics  and  lengths   •  Ex.  posts  that  are  short  and  shareable  vs.  those  that  are   meaty  and  comprehensive.      #wintersummit2012 @shaw_tim
  82. 82. WriAng  your  Blog   •  Make  it  easy  to  consume   –  Think  about  how  you  can  make  your  posts  easiest   for  the  reader  to  consume  and  digest.   •  Headlines  are  the  most  important  element  of  your  blog   posts.     •  One  of  the  best  things  you  can  do  to  capture  readers’   a]enAon  is  to  write  an  awesome  blog  Atle.    #wintersummit2012 @shaw_tim
  83. 83. WriAng  your  Blog   •  Headlines  and  Titles   –  How-­‐to   –  How  not  to   –  Clear  and  Direct   •  5  ways  to  use  Twi]er  like  a  pro   –  Create  a  sense  of  urgency   –  Be  controversial   –  Be  sensaAonal   –  Be  newsworthy   –  Use  numbers  #wintersummit2012 @shaw_tim
  84. 84. WriAng  your  Blog   •  Headlines  and  Titles   –  Might  be  the  most  crucial  part  of  actually  gepng   readers  to  start  reading  your  post  when  they  see   it  in  an  RSS  reader  or  search  engine  results  page.  #wintersummit2012 @shaw_tim
  85. 85. WriAng  your  Blog   •  Format  for  readability   –  Use  headlines  and  sub-­‐heads  to  break  up   thoughts  and  blocks  of  text.   –  Use  bullets  and  lists  #wintersummit2012 @shaw_tim
  86. 86. WriAng  your  Blog   •  Choosing  a  Topic     –  take  a  li]le  extra  Ame  defining  your  topic  and  the  post  will  flow   be]er  and  you’ll  develop  something  that  ma]ers  to  readers.   •  The  Opening  Line     –  FIrst  impressions  ma]er.  Once  you’ve  got  someone  past  your   post’s  Atle  your  opening  line  draws  them  deeper  into  your  post.   •  Your  ‘point/s’     –  A  post  needs  to  have  a  point.  If  it’s  just  an  intriguing  Atle  and   opening  you’ll  get  people  to  read  –  but  if  the  post  doesn’t   ‘ma]er’  to  them  it’ll  never  get  tracAon.   •  Call  to  AcAon     –  Driving  readers  to  do  something  cements  a  post  in  their  mind   and  helps  them  to  apply  it  and  helps  you  to  make  a  deeper   connecAon  with  them.  #wintersummit2012 @shaw_tim
  87. 87. WriAng  your  Blog   •  Add  Depth     –  Before  publishing  your  post  ask  yourself  how  you   could  add  depth  to  it  and  make  it  even  more   useful  and  memorable  to  readers?   •  Quality  Control  and  Polishing  of  Posts   •  Timing  of  Publishing  Your  Post     –  Strategic  Aming  of  posts  can  ensure  the  right   people  see  it  at  the  right  Ame.  #wintersummit2012 @shaw_tim
  88. 88. WriAng  your  Blog   •  WriAng  the  post   –  Make  sure  it  will  be  useful  (as  defined  by  the  reader)   •  Entertaining   •  EducaAng   •  Informing   •  Debate  –  some  blog  readers  want  a  place  that  they  can  have   a  good  old  fashioned  dialogue,  debate  or  even  a  fight  over   an  issue   •  News   •  Community  –  tap  into  the  need  that  people  have  to  connect   and  belong.     –  OGen  the  topic  is  secondary  here.    #wintersummit2012 @shaw_tim
  89. 89. WriAng  your  Blog   •  WriAng  the  post   –  Make  the  content  completely  relevant  to  the  Atle.   •  Comes  back  to  trust     –  Write  like  it’s  a  conversaAon   •  Man  vs.  machine   –  Use  images  and  videos   •  Hold  the  reader’s  hand  if  you’re  walking  them  through   something   –  Keep  the  sentences  short  #wintersummit2012 @shaw_tim
  90. 90. WriAng  your  Blog   •  How  to  promote  your  blog   –  Find  other  bloggers   •  Leverage  your  exisAng  connecAons  and  create  new   relaAonships.   •  Reach  out  to  influenAal  bloggers  in  your  industry  and   a]ract  their  a]enAon  through  menAons  on  your  blog   and  social  media.     •  Create  an  opportunity  for  them  to  share  your  blog   posts  across  their  network.     •  Create  link-­‐building  opportuniAes  #wintersummit2012 @shaw_tim
  91. 91. WriAng  your  Blog   •  How  to  promote  your  blog   –  Be  social   •  Use  other  social  networks  to  promote  your  blog   •  Publish  your  blog  to  the  main  social  sites   •  Make  sure  you  have  social  sharing  bu]ons  so  that   others  can  share  as  well   –  Also  important  for  SEO  #wintersummit2012 @shaw_tim
  92. 92. WriAng  your  Blog   •  How  to  promote  your  blog   –  Be  social   •  Keep  in  mind  that  your  message  may  not  always  be  the   exact  same  across  platorms   –  Your  Facebook  post  will  be  different  than  your  Tweet.   •  Use  plug-­‐ins  or  a  tool  like  Tweetdeck  to  post  across   platorms  #wintersummit2012 @shaw_tim
  93. 93. WriAng  your  Blog   •  How  to  promote  your  blog   –  Use  your  exisAng  web  presence   •  Add  banners  and  call-­‐outs  to  your  exisAng  website  #wintersummit2012 @shaw_tim
  94. 94. WriAng  your  Blog   •  How  to  promote  your  blog   –  Talk  about  it  whenever  possible   •  Use  real-­‐life  events  to  menAon  your  blog  and  drive   people  back  to  it   –  Ex.  If  you’re  doing  a  presentaAon,  post  your  slides  to  your   blog  and  have  people  download  them.  #wintersummit2012 @shaw_tim
  95. 95. WriAng  your  Blog   •  How  to  promote  your  blog   –  Talk  about  it  whenever  possible   •  Add  your  blog  address  to  your  email  signature  #wintersummit2012 @shaw_tim
  96. 96. WriAng  your  Blog   •  Stay  relevant   –  Keep  listening  and  monitoring  what’s  hot  in  the   blogosphere  and  social  media   –  Ask  your  readers  what  they  want  to  read  more   about  #wintersummit2012 @shaw_tim
  97. 97. WriAng  your  Blog   •  Manage  the  conversaAon   –  Make  sure  you  check  and  respond  to  comments   •  Even  negaAve  ones   –  Monitor  the  conversaAon  on  other  social  channels   too   –  Think  about  how  you  want  to  handle  comments   on  your  blog   •  Auto  post   •  You  approve/moderate  #wintersummit2012 @shaw_tim
  98. 98. Thank  you!   Tim  Shaw   Am@amplifi.ca   www.amplifi.ca   905-­‐415-­‐4588  #wintersummit2012 @shaw_tim

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