Copyright © 2013 Search Engine Academy
Northwest
1
What social
media
marketing is
and how it can
help grow your
business
What you will learn
Copyright © 2013 Search Engine A...
Understand the Major Social Media Platforms
What you will learn
Copyright © 2013 Search Engine Academy
Northwest
3
What is Social Media
Marketing?
What Is Social Media Marketing?
From Wikipedia:
• Social media marketing refers to the
process of gaining website traffic ...
What Is Social Media Marketing?
From Wikipedia:
Social media marketing
programs usually center on
efforts to create conten...
Why Do Social Media Marketing?
• Elevate your business as an industry
expert
• Generate traffic
• Create
conversations
Cop...
Why Engage in Social Media?
Social media enables you to:
• Share your expertise and
knowledge
• Tap into the wisdom of
you...
Why You Should NOT Do Social Media
• Generate sales
• Generate a list of prospects
• Generate phone calls or contact inqui...
Types of Social Media Sites
Social “bookmarking” sites such as:
These sites have their own communities and
governments‖ an...
Identity-based sites are based on who you
are and the type of business you’re in and
are based on connecting with networks...
Your own personal Blog is an identity-
based social media site if you open up
comments.
Message boards, forums, and
newsgr...
5. Micro-Blogging sites, such as:
Types of Social Media Sites
13Copyright © 2013 Search Engine Academy Northwest
5. Pinning Sites, such as:
6. Video Sites, such as:
Types of Social Media Sites
14Copyright © 2013 Search Engine Academy N...
Social Media Marketing
Some common ways of sharing:
1. Authoritative information
2. Entertainment
3. Humor
4. Controversy
...
Social Media Marketing
Authoritative
Information
16
http://www.youtube.com/watch?v=zlJLEdNXGZo
Social Media Marketing
Entertainment
17
Social Media Marketing
Humor
18
Social Media Marketing
Humor
19
People on Twitter will click through to
the pages you place in your tweet if they
find wha...
Social Media Marketing
Controversy
20
http://agmetalminer.com/2011/08/01/why-steel-producers-need-pay-attention-downstream...
4. Deliver what you promise:
Don’t try to fake people out – you’ll be buried
very quickly
5. Don’t expect an ROI:
It’s nea...
Be committed: Research and solicit a
relevant audience.
Design a plan: Schedule start dates,
goals—and benchmark the plan’...
Plan a “friending” strategy:
• Publish a badge—or an icon—that allows
customers to share your website on their
LinkedIn, F...
Have a “crisis” communication plan:
Be prepared for negative comments and
know in advance how you will respond.
Monitor wi...
Be proactive:
Monitor daily and produce daily updates if
possible that give followers a unique
insight of your business. E...
Personalize:
Social media pages should not be overtly
commercial. Consider consumers’ interests
and provide entertainment ...
Integrate all marketing efforts:
Publish all messages to every marketing
vehicle (social media, newsletters, Web
sites, pu...
Integrate all marketing efforts:
Create external links to post on social
media pages that direct the fan to your
published...
Share your News:
https://www.youtube.com/watch?v=TCZBXa4EntI
Tips for Social Media Marketing
29Copyright © 2013 Search Eng...
Share your News:
Greg Madden – Portland Public Restrooms
http://www.opb.org/news/article/sales-are-slow-portland-loo-still...
Tips for Social Media Marketing
31Copyright © 2013 Search Engine Academy Northwest
Make sure you show up in the
review sit...
Social
Media
Optimization
Social Media Optimization (SMO)
• Social Media Optimization is defined by
Wikipedia as the way to optimize Web
sites/pages...
Social Media Optimization (SMO)
Copyright © 2013 Search Engine Academy Northwest 34
Copyright © 2013 Search Engine Academy Northwest
Social Media Optimization (SMO)
35
Social Media Optimization (SMO)
Copyright © 2013 Search Engine Academy Northwest
36
Widgets and Badges
Social Media Optimization (SMO)
37Copyright © 2013 Search Engine Academy Northwest
Widgets and Badges
Social Media Optimization (SMO)
38Copyright © 2013 Search Engine Academy Northwest
Links to Widgets and Badges
FaceBook
http://www.facebook.com/badges/
Twitter
http://twitter.com/goodies/widgets
LinkedIn
h...
Working in
Maximizing a Business Page
Go to: http://www.facebook.com/pages/create.php
to create a page
41Copyright © 2013 Search Engi...
Maximizing a Business Page
Click the
“Edit
Button”
to edit
your
page
42Copyright © 2013 Search Engine Academy Northwest
Maximizing a Business Page
Set up email notifications so you can be
super responsive to fans of your page
43Copyright © 20...
Maximizing a Business Page
Set up your mobile device to respond quickly
44Copyright © 2013 Search Engine Academy Northwest
Maximizing a Business Page
App
available
on iPhones
and
Androids,
but not on
Windows
Phones
Copyright © 2013 Search Engine...
Maximizing a Business Page
Set
permissions
for your
page.
DO NOT
publish page
until ready.
46Copyright © 2013 Search Engin...
Maximizing a Business Page
Copyright © 2013 Search Engine Academy Northwest
47
Social Media Marketing
Ways to market a business on FaceBook
•Create a Cause
•Develop a Group
•Post Videos, Photos and Lin...
Companies Pages
50Copyright © 2013 Search Engine Academy Northwest
Metal Fabrication Companies in
Oregon and Washington us...
Companies Page
51Copyright © 2013 Search Engine Academy Northwest
Companies Page
52Copyright © 2013 Search Engine Academy Northwest
http://www.linkedin.com/company/add/show
Companies Page
Follow your
competition
to keep track
of what they
are doing.
53Copyright © 2013 Search Engine Academy Nort...
Companies Pages
Features:
• Tell your company’s story
• Highlight your products and services
• Engage with followers
• Sha...
Takeaways
Social Media Marketing
Considered for business networking
•Great place to find and post jobs
•Develop business
•Promote pr...
Social Media Marketing
Ways to market your business
•Start a Group
•Join Groups
•Create a Company Page
•Post your Events
•...
About Twitter
What is it?
Twitter is a service for friends, family, and
co–workers to communicate and stay
connected throu...
About Twitter
What is it?
People write short updates, often called
"tweets" of 140 characters or fewer.
These messages are...
About Twitter
The Lingo
Follow
Following someone simply means receiving their Twitter
updates.
Unfollow
If you no longer w...
About Twitter
The Lingo
DM – Direct Message
Direct messages are private messages sent from one
Twitter person to another. ...
About Twitter
The Lingo
Hashtag - #
Because Twitter provided no easy way to group tweets or
add extra data, the Twitter co...
About Twitter
The Lingo
Avatar
The personal image uploaded to your Twitter profile in the
Settings tab of your account.
Fa...
About Twitter
The Lingo
For a Glossary of Terms go to:
http://help.twitter.com/entries/166337-the-twitter-glossary
65Copyr...
About Twitter
You get 140 characters for
sharing your thoughts
66
Copyright © 2013 Search Engine Academy Northwest
Search Results
Some metal fabricator
jobs are placed on Twitter
67
Copyright © 2013 Search Engine Academy Northwest
Twitter Tools
TweetMeme - Search and retweet the hottest stories on Twitter.
Twitvid - Easily share videos on Twitter.
Twi...
Take Away’s
Social Media Marketing
•Considered a micro-blogging network
•Great place to research trends
•Wonderful for sharing ideas
•...
Social Media Marketing
•Ways to market a business on Twitter
•Be sure to follow the 80/20 rule when
tweeting.
•Craft an ap...
Social Media Marketing
•Ways to market a business on Twitter
•As the owner of your business, register your
@companyname an...
What is Pinterest?
Pinterest is a tool for collecting and organizing
things you love and want to promote.
74Copyright © 20...
People find
images of
items they
like and
create boards
such as this
one.
You pin
pictures to
the board and
people repin
t...
What us YouTube?
YouTube is a video-
sharing website, created in
February 2005, on which users
can upload, view and share
...
How does YouTube work?
1. Record a Video
2. Upload video to
YouTube
3. People find the
video
a. Subscribe
b. Like
c. Comme...
Final Words
Social Media Takeaways
•Integrate your efforts to reduce time
spent on Social Media
•Have a plan and follow it
•Make sure ...
Social Media Takeaways
•Limit your self promotion
•Give generously to your community
•and Have Fun!
81Copyright © 2013 Sea...
Thank You!
82Copyright © 2013 Search Engine Academy Northwest
Contact Information
Colleen Wright
info@seotrainingnw.com
www.seotrainingnw.com
83Copyright © 2013 Search Engine Academy N...
Social Media Marketing for the Metal Arts Industry
Social Media Marketing for the Metal Arts Industry
Social Media Marketing for the Metal Arts Industry
Social Media Marketing for the Metal Arts Industry
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Social Media Marketing for the Metal Arts Industry

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Social Media Marketing presentation give to the Pacific Northwest Chapter of NOMMA

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Social Media Marketing for the Metal Arts Industry

  1. 1. Copyright © 2013 Search Engine Academy Northwest 1
  2. 2. What social media marketing is and how it can help grow your business What you will learn Copyright © 2013 Search Engine Academy Northwest 2
  3. 3. Understand the Major Social Media Platforms What you will learn Copyright © 2013 Search Engine Academy Northwest 3
  4. 4. What is Social Media Marketing?
  5. 5. What Is Social Media Marketing? From Wikipedia: • Social media marketing refers to the process of gaining website traffic or attention through social media sites.[1][2] Copyright © 2013 Search Engine Academy Northwest 5
  6. 6. What Is Social Media Marketing? From Wikipedia: Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. Copyright © 2013 Search Engine Academy Northwest 6
  7. 7. Why Do Social Media Marketing? • Elevate your business as an industry expert • Generate traffic • Create conversations Copyright © 2013 Search Engine Academy Northwest 7
  8. 8. Why Engage in Social Media? Social media enables you to: • Share your expertise and knowledge • Tap into the wisdom of your consumers • Enables customers to help customers • Engages prospects through customer evangelism Copyright © 2013 Search Engine Academy Northwest 8 http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm
  9. 9. Why You Should NOT Do Social Media • Generate sales • Generate a list of prospects • Generate phone calls or contact inquiries • Measure ROI – David Meerman Scott’s ―rant‖ on ROI: http://www.ribeeziemedia.com/wp- content/uploads/2010/01/DMScott_Interview4.mp3 • You want to create a ―viral‖ campaign – It probably won’t work Copyright © 2013 Search Engine Academy Northwest 9
  10. 10. Types of Social Media Sites Social “bookmarking” sites such as: These sites have their own communities and governments‖ and basically run themselves. Copyright © 2013 Search Engine Academy Northwest 10
  11. 11. Identity-based sites are based on who you are and the type of business you’re in and are based on connecting with networks of friends, associates and contacts you know. Types of Social Media Sites 11Copyright © 2013 Search Engine Academy Northwest
  12. 12. Your own personal Blog is an identity- based social media site if you open up comments. Message boards, forums, and newsgroups (such as Yahoo! Groups and Google Groups – think about how long newsgroups have been around) Types of Social Media Sites 12Copyright © 2013 Search Engine Academy Northwest
  13. 13. 5. Micro-Blogging sites, such as: Types of Social Media Sites 13Copyright © 2013 Search Engine Academy Northwest
  14. 14. 5. Pinning Sites, such as: 6. Video Sites, such as: Types of Social Media Sites 14Copyright © 2013 Search Engine Academy Northwest
  15. 15. Social Media Marketing Some common ways of sharing: 1. Authoritative information 2. Entertainment 3. Humor 4. Controversy (Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing Copyright © 2013 Search Engine Academy Northwest 15
  16. 16. Social Media Marketing Authoritative Information 16 http://www.youtube.com/watch?v=zlJLEdNXGZo
  17. 17. Social Media Marketing Entertainment 17
  18. 18. Social Media Marketing Humor 18
  19. 19. Social Media Marketing Humor 19 People on Twitter will click through to the pages you place in your tweet if they find what you say interesting or intriguing.
  20. 20. Social Media Marketing Controversy 20 http://agmetalminer.com/2011/08/01/why-steel-producers-need-pay-attention-downstream-imports/
  21. 21. 4. Deliver what you promise: Don’t try to fake people out – you’ll be buried very quickly 5. Don’t expect an ROI: It’s nearly impossible to tie social media back to sales or other dollar measurements Rules About Social Media Marketing 21Copyright © 2013 Search Engine Academy Northwest
  22. 22. Be committed: Research and solicit a relevant audience. Design a plan: Schedule start dates, goals—and benchmark the plan’s progress. Tips for Social Media Marketing Copyright © 2013 Search Engine Academy Northwest 22
  23. 23. Plan a “friending” strategy: • Publish a badge—or an icon—that allows customers to share your website on their LinkedIn, Facebook and Twitter pages. • Place links to your social media pages in your email signature. Tips for Social Media Marketing 23Copyright © 2013 Search Engine Academy Northwest
  24. 24. Have a “crisis” communication plan: Be prepared for negative comments and know in advance how you will respond. Monitor with: Google Alerts and socialmention.com Tips for Social Media Marketing 24Copyright © 2013 Search Engine Academy Northwest http://www.google.com/alerts http://socialmention.com/
  25. 25. Be proactive: Monitor daily and produce daily updates if possible that give followers a unique insight of your business. Encourage interactivity and discussion. Tips for Social Media Marketing 25Copyright © 2013 Search Engine Academy Northwest
  26. 26. Personalize: Social media pages should not be overtly commercial. Consider consumers’ interests and provide entertainment value to keep them coming back. Tips for Social Media Marketing 26Copyright © 2013 Search Engine Academy Northwest
  27. 27. Integrate all marketing efforts: Publish all messages to every marketing vehicle (social media, newsletters, Web sites, public relations and advertising) and be certain they are consistent. Tips for Social Media Marketing 27Copyright © 2013 Search Engine Academy Northwest
  28. 28. Integrate all marketing efforts: Create external links to post on social media pages that direct the fan to your published press, advertisements, commercials, etc. Source: Howard Schaffer Media Marketing Tips for Social Media Marketing 28Copyright © 2013 Search Engine Academy Northwest
  29. 29. Share your News: https://www.youtube.com/watch?v=TCZBXa4EntI Tips for Social Media Marketing 29Copyright © 2013 Search Engine Academy Northwest
  30. 30. Share your News: Greg Madden – Portland Public Restrooms http://www.opb.org/news/article/sales-are-slow-portland-loo-still-seen-success/ Tips for Social Media Marketing 30Copyright © 2013 Search Engine Academy Northwest
  31. 31. Tips for Social Media Marketing 31Copyright © 2013 Search Engine Academy Northwest Make sure you show up in the review sites also. This helps build your online visibility.
  32. 32. Social Media Optimization
  33. 33. Social Media Optimization (SMO) • Social Media Optimization is defined by Wikipedia as the way to optimize Web sites/pages so they’re more easily connected to social media sites. 33Copyright © 2013 Search Engine Academy Northwest
  34. 34. Social Media Optimization (SMO) Copyright © 2013 Search Engine Academy Northwest 34
  35. 35. Copyright © 2013 Search Engine Academy Northwest Social Media Optimization (SMO) 35
  36. 36. Social Media Optimization (SMO) Copyright © 2013 Search Engine Academy Northwest 36
  37. 37. Widgets and Badges Social Media Optimization (SMO) 37Copyright © 2013 Search Engine Academy Northwest
  38. 38. Widgets and Badges Social Media Optimization (SMO) 38Copyright © 2013 Search Engine Academy Northwest
  39. 39. Links to Widgets and Badges FaceBook http://www.facebook.com/badges/ Twitter http://twitter.com/goodies/widgets LinkedIn http://www.linkedin.com/profile?promoteProfile=&trk=mypro_badges Pinterest http://pinterest.com/about/goodies/ Social Media Optimization (SMO) 39Copyright © 2013 Search Engine Academy Northwest
  40. 40. Working in
  41. 41. Maximizing a Business Page Go to: http://www.facebook.com/pages/create.php to create a page 41Copyright © 2013 Search Engine Academy Northwest
  42. 42. Maximizing a Business Page Click the “Edit Button” to edit your page 42Copyright © 2013 Search Engine Academy Northwest
  43. 43. Maximizing a Business Page Set up email notifications so you can be super responsive to fans of your page 43Copyright © 2013 Search Engine Academy Northwest
  44. 44. Maximizing a Business Page Set up your mobile device to respond quickly 44Copyright © 2013 Search Engine Academy Northwest
  45. 45. Maximizing a Business Page App available on iPhones and Androids, but not on Windows Phones Copyright © 2013 Search Engine Academy Northwest 45
  46. 46. Maximizing a Business Page Set permissions for your page. DO NOT publish page until ready. 46Copyright © 2013 Search Engine Academy Northwest
  47. 47. Maximizing a Business Page Copyright © 2013 Search Engine Academy Northwest 47
  48. 48. Social Media Marketing Ways to market a business on FaceBook •Create a Cause •Develop a Group •Post Videos, Photos and Links •Design a quiz •Post your Events •Create a Business Page •Run a Facebook Ad Copyright © 2013 Search Engine Academy Northwest 48
  49. 49. Companies Pages 50Copyright © 2013 Search Engine Academy Northwest Metal Fabrication Companies in Oregon and Washington using LinkedIn
  50. 50. Companies Page 51Copyright © 2013 Search Engine Academy Northwest
  51. 51. Companies Page 52Copyright © 2013 Search Engine Academy Northwest http://www.linkedin.com/company/add/show
  52. 52. Companies Page Follow your competition to keep track of what they are doing. 53Copyright © 2013 Search Engine Academy Northwest
  53. 53. Companies Pages Features: • Tell your company’s story • Highlight your products and services • Engage with followers • Share career opportunities • Drive word of mouth at scale 54Copyright © 2013 Search Engine Academy Northwest
  54. 54. Takeaways
  55. 55. Social Media Marketing Considered for business networking •Great place to find and post jobs •Develop business •Promote projects and opportunities •Keep track of your competition •Publicize Events 56Copyright © 2013 Search Engine Academy Northwest
  56. 56. Social Media Marketing Ways to market your business •Start a Group •Join Groups •Create a Company Page •Post your Events •Answer Questions •Ask for recommendations •Post updates •Run an Ad 57Copyright © 2013 Search Engine Academy Northwest
  57. 57. About Twitter What is it? Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent messages. 59Copyright © 2013 Search Engine Academy Northwest
  58. 58. About Twitter What is it? People write short updates, often called "tweets" of 140 characters or fewer. These messages are posted to your profile or your blog, sent to your followers, and are searchable on Twitter search. http://help.twitter.com/entries/13920-frequently-asked-questions 60Copyright © 2013 Search Engine Academy Northwest
  59. 59. About Twitter The Lingo Follow Following someone simply means receiving their Twitter updates. Unfollow If you no longer wish to view someone’s tweets in your timeline, you can unfollow them. @Replies An @reply is a public message sent from one person to another, distinguished from normal updates by the @username prefix. If a message begins with @username, we collect it as a reply. Reply publicly to any update on Twitter by using the @username format. 61Copyright © 2013 Search Engine Academy Northwest
  60. 60. About Twitter The Lingo DM – Direct Message Direct messages are private messages sent from one Twitter person to another. You can only send a direct message to a person who follows you. RT – Retweet RT is short for retweet, and indicates a re-posting of someone else's tweet. This isn't an official Twitter command or feature, but people add RT somewhere in a tweet to indicate that part of their tweet includes something they're re-posting from another person's tweet, sometimes with a comment of their own. 62Copyright © 2013 Search Engine Academy Northwest
  61. 61. About Twitter The Lingo Hashtag - # Because Twitter provided no easy way to group tweets or add extra data, the Twitter community came up with their own way: hashtags. A hashtag is similar to other web tags- it helps add tweets to a category. Hashtags have the 'hash' or 'pound' symbol (#) preceding the tag, like so: #traffic, #followfriday, #hashtag. Hashtags can occur anywhere in the tweet: some people just add a # before a word they're using. Lists Curated groups of other Twitter users. Used to tie specific individuals into a group on your Twitter account. Displayed on the right side menu of your homepage. 63Copyright © 2013 Search Engine Academy Northwest
  62. 62. About Twitter The Lingo Avatar The personal image uploaded to your Twitter profile in the Settings tab of your account. Favorite To favorite a Tweet means to mark it as one of your favorites by clicking the yellow star next to the message. Reply A Tweet posted in reply to another user's message, usually posted by clicking the "reply" button next to their Tweet in your timeline. Always begins with @username. 64Copyright © 2013 Search Engine Academy Northwest
  63. 63. About Twitter The Lingo For a Glossary of Terms go to: http://help.twitter.com/entries/166337-the-twitter-glossary 65Copyright © 2013 Search Engine Academy Northwest
  64. 64. About Twitter You get 140 characters for sharing your thoughts 66 Copyright © 2013 Search Engine Academy Northwest
  65. 65. Search Results Some metal fabricator jobs are placed on Twitter 67 Copyright © 2013 Search Engine Academy Northwest
  66. 66. Twitter Tools TweetMeme - Search and retweet the hottest stories on Twitter. Twitvid - Easily share videos on Twitter. Twitalyzer – Serious analytics for social relationships. WeFollow - Twitter directory and search. Find Twitter followers. Klout - “The standard for influence” TweetDeck – Brings more flexibility and insight to power users. HootSuite - Dashboard for teams using Twitter, Facebook, LinkedIn. TrueTwit – Validation service. Stop wasting time with spammers. 68Copyright © 2013 Search Engine Academy Northwest http://dailytekk.com/2012/03/19/the-top-100-twitter-tools-of-2012-categorized/
  67. 67. Take Away’s
  68. 68. Social Media Marketing •Considered a micro-blogging network •Great place to research trends •Wonderful for sharing ideas •Excellent for getting the word out about what you do •Great way to drive traffic to a website or blog http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/ 70Copyright © 2013 Search Engine Academy Northwest
  69. 69. Social Media Marketing •Ways to market a business on Twitter •Be sure to follow the 80/20 rule when tweeting. •Craft an appropriate Twitter Policy, and encourage your employees to sign up for accounts on Twitter. http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/ 71Copyright © 2013 Search Engine Academy Northwest
  70. 70. Social Media Marketing •Ways to market a business on Twitter •As the owner of your business, register your @companyname and use it for all your tweets. •Use Twitter Search to find and respond to tweets about your products or your brand. •Ask for feedback on your products and then follow up with the responses you get. http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/ 72Copyright © 2013 Search Engine Academy Northwest
  71. 71. What is Pinterest? Pinterest is a tool for collecting and organizing things you love and want to promote. 74Copyright © 2013 Search Engine Academy Northwest
  72. 72. People find images of items they like and create boards such as this one. You pin pictures to the board and people repin the images they like. 75Copyright © 2013 Search Engine Academy Northwest How does Pinterest work?
  73. 73. What us YouTube? YouTube is a video- sharing website, created in February 2005, on which users can upload, view and share videos.[4] YouTube displays a wide variety of user- generated video content, including movieclips, TV clips, and music videos, as well as amateur content such as video blogging, short original videos, and educational videos. 77Copyright © 2013 Search Engine Academy Northwest
  74. 74. How does YouTube work? 1. Record a Video 2. Upload video to YouTube 3. People find the video a. Subscribe b. Like c. Comment 78Copyright © 2013 Search Engine Academy Northwest http://www.youtube.com/watch?v=Z0FzFcVWKu4
  75. 75. Final Words
  76. 76. Social Media Takeaways •Integrate your efforts to reduce time spent on Social Media •Have a plan and follow it •Make sure to add the LinkedIn, FaceBook and Twitter Widgets to your Website, blog and even your email signature. 80Copyright © 2013 Search Engine Academy Northwest
  77. 77. Social Media Takeaways •Limit your self promotion •Give generously to your community •and Have Fun! 81Copyright © 2013 Search Engine Academy Northwest
  78. 78. Thank You! 82Copyright © 2013 Search Engine Academy Northwest
  79. 79. Contact Information Colleen Wright info@seotrainingnw.com www.seotrainingnw.com 83Copyright © 2013 Search Engine Academy Northwest
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