The Public Relations Show - Stream Three - Technology, platforms and the future of PR

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The Public Relations Show - Stream Three - Technology, platforms and the future of PR

  1. 1. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  2. 2. Stream three: technology platforms and the future of PR ♯ PRSHOW13
  3. 3. Thank you to our Sponsors and Partners ♯ PRSHOW13
  4. 4. Stream three: technology platforms and the future of PR ♯ PRSHOW13
  5. 5. The brand newsroom: A new model for PR impact Speaker: Adam Cranfield, Chief Marketing Officer, Mynewsdesk Facilitator: Elspeth Graham FCIPR, Commercial Director, CIPR @elspethCIPR
  6. 6. The Brand Newsroom: a new model for PR impact Adam Cranfield Head of Marketing Mynewsdesk ♯ PRSHOW13
  7. 7. vs
  8. 8. ?
  9. 9. W on “thin content” ar
  10. 10. W on dodgy links ar
  11. 11. Am intelligent future ore
  12. 12. R es po ns iv e
  13. 13. W you do hen it right : )
  14. 14. W you do it wrong : ( hen
  15. 15. Blog post Webinar Event Video Themes White paper Interview Comment Research / survey Twitter News release
  16. 16. SEO Paid search Distribute via newsroom Email / newsletter Themes Content 3rd party blogs / sites Twitter Facebook LinkedIn Google+ Target key influencers
  17. 17. Themes Content Promote Measure
  18. 18. Thank you Questions?
  19. 19. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  20. 20. Stream three: technology platforms and the future of PR ♯ PRSHOW13
  21. 21. Show me the data! Where Big Data meets PR Speaker: Eb Adeyeri, Strategy Director we are social @eba Facilitator: Alastair McCapra CEO of CIPR @CIPR_CEO
  22. 22. SHOW ME THE DATA!! WHERE ‘BIG DATA’ MEETS PR EB ADEYERI - @EBA STRATEGY DIRECTOR @WEARESOCIAL
  23. 23. WHERE SOCIAL MEDIA MEETS PR @EBA
  24. 24. WHERE GAMIFICATION MEETS PR @EBA
  25. 25. WHERE GROWTH HACKING MEETS PR @EBA
  26. 26. WHERE CONTENT MARKETING MEETS PR @EBA
  27. 27. WHERE REAL-TIME MARKETING MEETS PR @EBA
  28. 28. WHERE ONLINE ENGAGEMENT MEETS PR @EBA
  29. 29. WHERE BLOGGER OUTREACH MEETS PR @EBA
  30. 30. WHERE SOLOMO MEETS PR @EBA
  31. 31. WHERE [INSERT WANKY WORD] MEETS PR @EBA
  32. 32. WHERE BIG DATA MEETS PR THIS IS WORTH TAKING A SERIOUS LOOK AT THOUGH @EBA
  33. 33. GARTNER HYPE CYCLE 2013
  34. 34. SO WHAT EXACTLY IS BIG DATA? @EBA
  35. 35. BIG DATA IS THE TERM FOR A DATA SET SO LARGE & COMPLEX, IT BECOMES TO DIFFICULT TO PROCESS USING TRADITIONAL TOOLS Source: Wikipedia
  36. 36. WHAT THE F*@K IS A ZETTABYTE? = 1,000,000,000,000 GB @EBA
  37. 37. Tweetable quote: “Every day, 2.5 billion gigabytes of data are created in a variety of forms” #PRshow @EBA
  38. 38. NSFW non-Tweetable quote
  39. 39. Variety Volume Velocity Big data @EBA
  40. 40. OK BUT WHAT DOES THAT HAVE TO DO WITH PUBLIC RELATIONS? @EBA
  41. 41. WHY SHOULD I CARE?
  42. 42. WHAT EXACTLY IS PUBLIC RELATIONS? @EBA
  43. 43. PUBLIC RELATIONS IS THE DISCIPLINE WHICH LOOKS AFTER REPUTATION, WITH THE AIM OF EARNING UNDERSTANDING AND SUPPORT AND INFLUENCING OPINION AND BEHAVIOUR. IT IS THE PLANNED AND SUSTAINED EFFORT TO ESTABLISH AND MAINTAIN GOODWILL AND MUTUAL UNDERSTANDING BETWEEN AN ORGANISATION AND ITS PUBLICS. Source: CIPR @EBA
  44. 44. BIG DATA PUBLIC RELATIONS IS THE DISCIPLINE OPPORTUNITY WHICH LOOKS AFTER REPUTATION, WITH THE AIM OF EARNING UNDERSTANDING AND SUPPORT AND INFLUENCING OPINION AND BEHAVIOUR. IT IS THE PLANNED AND SUSTAINED EFFORT TO ESTABLISH AND MAINTAIN GOODWILL AND MUTUAL UNDERSTANDING BETWEEN AN ORGANISATION AND ITS PUBLICS. @EBA
  45. 45. COMMUNICATION IS EVOLVING… @EBA
  46. 46. BIG DATA FOR PR = WHERE REPUTATION MANAGEMENT MEETS BUSINESS OUTCOMES @EBA
  47. 47. @EBA
  48. 48. 8 AWESOME WAYS YOU CAN WIN AN ARGUMENT AGAINST A BIG DATA SKEPTIC IF YOU WORK IN PR @EBA
  49. 49. 1) HIT THEM WITH AN EXAMPLE OF BIG DATA COUPLED WITH BEHAVIOURAL DESIGN bit.ly/Opower
  50. 50. 2) EXPLAIN IT IS MORE ABOUT SMART DATA AT SCALE THAN BIG DATA bit.ly/obamabigdata @EBA
  51. 51. 3) WOW THEM WITH THE POWER OF INFLUENCER/ ADVOCATE MAPPING bit.ly/awedience @EBA
  52. 52. 4) DEMO HOW BIG DATA HELPS GET UNDER THE SKIN OF AN ORGANISATION.
  53. 53. bit.ly/ibmpkpcargo
  54. 54. 5) BRAG ABOUT YOUR UNDERSTANDING OF MEASURING SUCCESS WITH IT @EBA
  55. 55. bit.ly/truevaluepr
  56. 56. 6) BALANCE OUT YOUR ARGUMENT BY SHOWING AN AWARENESS OF THE BIG DATA PITFALLS @EBA
  57. 57. BEWARE THE DARK SIDE OF BIG DATA bit.ly/bigdatadarkside
  58. 58. 7) TELL THEM YOU ARE BEST BUDDIES WITH THIS GUY …OR AT LEAST TELL THEM YOU’VE READ THE BOOK …IF NOT, THEN WATCHED THE FILM
  59. 59. FINALLY…
  60. 60. 8) TELL THEM BIG DATA IS THE NEW COCAINE
  61. 61. BIG DATA MAKES YOU FEEL SMART @EBA
  62. 62. BIG DATA MAKES YOU FEEL SEXY @EBA
  63. 63. BIG DATA MAKES YOU TALK A LOT @EBA
  64. 64. SAY HELLO TO MY BIG DATA @EBA
  65. 65. CONCLUSION 1. 2. 3. DATA IS CHANGING THE GAME FOR THE PRACTICE OF REPUTATION MANAGEMENT BIG DATA IS NOT A SILVER BULLET BIG DATA IS HERE TO STAY, SO GET USED TO IT @EBA
  66. 66. @EBA @WEARESOCIAL TALKTOUS@WEARESOCIA L.NET WWW.WEARESOCIAL.NET
  67. 67. Thank you Questions?
  68. 68. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  69. 69. Stream three: technology platforms and the future of PR ♯ PRSHOW13
  70. 70. On the move: Ensuring your message gets mobile Speaker: Peter Sigrist, Managing Director, 33 Digital @psigrist Facilitator: Sukhjit Grewal, Director of Professional Development & Membership, CIPR
  71. 71. Peter Sigrist Managing director 33 Digital @psigrist ON THE MOVE: ENSURING YOUR MESSAGE GETS MOBILE
  72. 72. What I won’t • Mobile phones cover today • Mobile apps • Wearable gadgets • Location based services • Mobile PR 101 Source: http://www.youtube.com/watch?v=VpZmIiIXuZ0
  73. 73. Confession “ I have no idea what mobile PR even means.
  74. 74. Agenda • How I figured out the difference mobile technology will make to our lives in PR
  75. 75. Convenience “ If everyone is busy making everything, how can anyone perfect anything? We start to confuse convenience with joy. Apple by Design, 2013 Source: http://www.youtube.com/watch?v=VpZmIiIXuZ0
  76. 76. Convenience
  77. 77. Convenience Convenience such as anytime access and speed of recovery “was by far the best predictor across all information seeking.” Dervin & Reinhard, 2006 Source: http://www.oclc.org/content/dam/research/publications/library/2011/connaway-lisr.pdf
  78. 78. The 1970s format wars Sony: Betamax JVC: VHS Quasar: Great Time Machine Philips: Video 2000 Sanyo: V-Cord Quality Content Price Recording time
  79. 79. The 1970s format wars “ The principle factor in the success of VHS was how many times you would need to change the tape. Source: James Lardner, Fast Forward: Hollywood, the Japanese, and the VCR Wars, 1987
  80. 80. THE SIREN SONG OF CONVENIENCE
  81. 81. The age of desire We’re getting close to a science fiction fantasy, where we believe we are entitled to have everything we desire. This is a credo that’s taking over in user interface design. Source: http://books.google.com/ngrams/graph?content=desire+paths&year_start=1988&year_end=2008&corpus=15&smoothing=3&share=
  82. 82. A FLICKR OBSESSION A search on Flickr for “desire path” reveals the strange obsession with unplanned paths across lawns and through the snow, revealing routes of maximal convenience.
  83. 83. Taxonomy of convenience Six categories of convenience (Yale & Venkatesh, 1986) How much can a product or service stop an activity feeling like a chore? Avoidance of unpleasantness Accessibility How much a product or service can be used wherever and whenever a consumer wants Portability Source: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=5956 Time saving/ How enjoyable/creative is the time spent? How valuable is the time buying taken? Effort saving How much easier is a task, thanks to a product or service? Appropriateness How much does a product or service fit a given need?
  84. 84. When convenience is in charge But what happens when convenience is the only factor?
  85. 85. When convenience is in charge Convenience alone leads to design of questionable value. In such cases, the focus has typically been on only one type of convenience, such as time-saving.
  86. 86. When convenience is in charge You don’t need anyone to tell you that these inventions are bad. Yet it’s worth considering why. It’s all about affordance.
  87. 87. AFFORDANCE
  88. 88. Affordance “ The value of a well-designed object is when it has such a rich set of affordances that the people who use it can do things with it that the designer never imagined. Don Norman, 1994 Source: http://www.youtube.com/watch?v=NK1Zb_5VxuM
  89. 89. Affordance Mini-computer Facetime (Hands free) Watching movies Long exposure photography Stop-motion videography Reading the morning paper Source: http://humansindesign.com/post/6808883501/why-is-this-iphone-from-studioneat-accessory-awesome
  90. 90. Blinded by novelty “ It’s easy to be blinded by novelty. Some things seem to afford something of value, but as you did deeper, they are merely offering a degree of convenience.
  91. 91. Blinded by novelty “ You can’t ride a Segway without looking like a “smug dork” Paul Graham Y-Combinator
  92. 92. The value of affordance Risk Ease Appeal Convenience Affordance
  93. 93. CONSIDERING THE FUTURE OF MOBILE
  94. 94. Mobile convenience
  95. 95. Mobile affordance A non-complete list of the things a well designed mobile device should afford. • Spontaneous decisions • Connection to leisure services • Workplace and productivity enhancements • Connections to friends and colleagues • Notifications and active life management • News and current affairs • Life-enhancing ideas and inspiration • Public safety information • Government and utility services • Self-tracking and performance monitoring • Handiness and comfort
  96. 96. Mobile versus wearable Does changing the context or definition help? What if we talk about personal or wearable computing instead of mobile devices? Do we think of different affordances? All of the mobile affordances still apply, but in addition: • Invisible and instantaneous access to information • Audio and physical inputs and outputs • Instant switch between public/network/private states • Secret/subtle relationship with information sources
  97. 97. The affordance conclusion We’re going more Source: http://en.wikipedia.org/wiki/James_T._Kirk Not so much Source: http://whitemenwearinggoogleglass.tumblr.com/
  98. 98. SO WHAT?
  99. 99. What does it mean for comms? Most communications decisions are still made using the paradigm of: • mass media • brand control • bi-directional relationships
  100. 100. What does it mean for comms? We need are entering the age of peer to peer relationships, which means: • information flows fast, free • the public does the talking • communicators need a new language
  101. 101. What does it mean for comms? Mobile-enabled outcomes: Spontaneous decisions On-demand connection to services Workplace productivity enhancement Planning with friends and colleagues Staying on top of an active life Getting access to the latest information Life-enhancing ideas and inspiration Public safety information Government and utility services Self-tracking and performance monitoring Instant access to information
  102. 102. What does it mean for comms? Technology has made the following true: • • • • developing a web app takes the same time as writing a press release half the team should be competent photographers and 1 in 4 should do video data is pervasive people are as likely to browse lifestylebased information sets as they are to read a newspaper
  103. 103. What does it means for comms? Skills/knowledge Impact • Techniques for activating peer to peer comms through WOM and social • Measurement framework • Data and insights • Development and design • A/B test and learn • Multi-disciplinary teams • Managing with less control • Structured for responsiveness
  104. 104. The journey What is the journey we need to go on as clients and agencies? Learn the language Practice the skills Test and be ready to fail
  105. 105. Peter Sigrist Managing director 33 Digital @psigrist ON THE MOVE: ENSURING YOUR MESSAGE GETS MOBILE
  106. 106. Thank you Questions?
  107. 107. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  108. 108. Stream three: technology platforms and the future of PR ♯ PRSHOW13
  109. 109. Quantifying success: Social media measurement Speaker: Richard Bagnall MCIPR, Chair, Social Media Measurement Group AMEC @richardbagnall Facilitator: Gemma Griffiths MCIPR Managing Director The Crowd &I @GemGriff
  110. 110. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  111. 111. Measuring PR & social media @richardbagnall ♯ PRSHOW13
  112. 112. @richardbagnall
  113. 113. SHARE THIS TOO @richardbagnall
  114. 114. A lot has changed
  115. 115. 110 YEARS OF CONTENT EVOLUTION!
  116. 116. A lot has changed @richardbagnall
  117. 117. PR has changed @richardbagnall
  118. 118. THE 3 ‘C’s OF CONTENT CREATED CURATED COMMISSIONED @richardbagnall
  119. 119. CONTENT CHANNELS PAID Channels you pay to leverage – paid search, display ads, sponsored tweets OWNED Channels you own and control website, blog, Twitter, Facebook EARNED Others create the channel – WOM, viral, proactive Influencer outreach, media relations @richardbagnall
  120. 120. CONTENT MARKETING DEFINITION “Content Marketing is a technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience – with the objective of driving profitable customer action.” The Content Marketing Institute @richardbagnall
  121. 121. MY DEFINITION OF PR The purpose of PR is to… …communicate the right message to the right target audience…… …at the right time, in the right medium… …to achieve an objective e.g. sales, footfall, hits, awareness, improve reputation, knowledge, share price etc @richardbagnall
  122. 122. WHAT PRs CAN MEASURE Outputs, Out-takes and Outcomes Output @richardbagnall Out-take Outcomes
  123. 123. @richardbagnall
  124. 124. @richardbagnall
  125. 125. CONSISTENCY @richardbagnall
  126. 126. The Good Old Days @richardbagnall
  127. 127. THE NEW METRICS @richardbagnall
  128. 128. @richardbagnall
  129. 129. Business Goals, Business Objectives & Business KPIs PR Goals, Objectives & PR KPIs @richardbagnall
  130. 130. Business Goals Business Objectives Social Media Goals Social Media Objectives Social Media Strategy Social Media Tactics The right tools & services @richardbagnall
  131. 131. Exposure Awareness Engagement Knowledge Influence Impact Advocacy @richardbagnall Consideration Preference Action
  132. 132. AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK EXPOSURE PAID OWNED EARNED @richardbagnall ENGAGEMENT INFLUENCE IMPACT ADVOCACY
  133. 133. AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK EXPOSURE PAID OWNED EARNED ENGAGEMENT INFLUENCE IMPACT ADVOCACY Impressions Reach CPM Active GRPs Interaction rate Click-thrus Time viewing Completed plays Purchase consideration Change in opinion Visit website Attend event Sales Download coupon Mentions in Earned channel Unique visitors Page views Reach Impressions CPM Return visits Interaction rate Duration Subscriptions Links Tell a friend Change in opinion Association with key attributes Download paper Download app Sales Request info Cost savings Recommendations Ratings Number of items Number of mentions Number of Followers OTS Comments/post Shares RTs/1000 Followers Number of inbound links Purchase consideration Tell a friend Likelihood to Recommend Visit store Attend the event Sales Vote for issue Ratings Reviews Recommendations Recommendations rate @richardbagnall
  134. 134. PR Show Take Aways  Be wary of automation  Don’t just count what’s easy to count  Measure what matters  Think metrics during planning  Tie measurement to objectives  Look for the insights  Use metrics to inspire & inform  Embrace, don’t fear @richardbagnall
  135. 135. Please stay in touch… @richardbagnall linkedin.com/in/richardbagnall
  136. 136. Bonus Slide: Finding the influencer
  137. 137. Thank you Questions?
  138. 138. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  139. 139. Stream three: technology platforms and the future of PR ♯ PRSHOW13
  140. 140. Tomorrow's communicator today: 10 essential skills Speaker: Stephen Waddington MCIPR, European Digital & Social Media Director, Ketchum @wadds / KetchumPR Facilitator: Alison Steel MCIPR Director of Marketing and Communications Kingston University @Ali92
  141. 141. Stephen Waddington @KetchumPR @CIPR_UK @wadds ♯ PRSHOW13
  142. 142. Tomorrow’s Communicator Today 10 Essential Skills ♯ PRSHOW13
  143. 143. European Communication Monitor Source: Euprera
  144. 144. #1 An academic and historical perspective
  145. 145. #2 Big data, little data Google Analytics
  146. 146. #2 Big data, little data 100 90 80 70 60 50 40 30 20 10 0 16 - 24 25 - 44 45 - 54 55 - 64 65 - 74 European social media adoption by age Source: Social media adoption in European countries (Source: Eurostat, Q1 2012) wadds.co/18twp65
  147. 147. #3 Insight and creativity Source: Ketchum RISC
  148. 148. #4 Content development
  149. 149. #5 Social and digital Source: icanhascheezburger.com (via IBM)
  150. 150. #6 Media and solution agnostic Source: Unified Social
  151. 151. #7 Social sciences Source: Maslansky & Partners
  152. 152. #8 Understand how to make money
  153. 153. # 9 Confident communicator Source: Rob Flaherty, PRSA 2012 International Conference
  154. 154. #10 Never stop learning
  155. 155. Tomorrow’s Communicator Today 10 Essential Skills ♯ PRSHOW13
  156. 156. Thank you Questions?
  157. 157. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
  158. 158. Stream three: technology platforms and the future of PR ♯ PRSHOW13
  159. 159. Facebook engagement: What's it worth to your business? Speaker: Katy Robinson Manager, Co-operative Food social media channels @CooperativeFood Facilitator: Gemma Griffiths MCIPR Managing Director The Crowd &I @GemGriff
  160. 160. Facebook engagement: What’s it worth to your business? @CooperativeFood ♯ PRSHOW13
  161. 161. Agenda Achieving ROI Proving ROI @CooperativeFood #PRSHOW13
  162. 162. Achieving ROI Determine importance Acquisitions • Likes • Check ins • Website visits • Email addresses Engagement • Talking about this • Shares/Likes/Comments of status updates @CooperativeFood #PRSHOW13
  163. 163. Achieving ROI Calculate value: Acquisition A Fan is worth £174 to company based on: • Collective product spending • Brand loyalty • Propensity to recommend • Media value • Cost of acquisition • Brand affinity @CooperativeFood #PRSHOW13
  164. 164. 200,000 Likes Achieving ROI Calculate value: Acquisition • Range from average basket spend and online purchases to a completely unique figure • Utilise trackable website links and Google analytics to track spend or web visits • Don’t forget to consider user’s influence and word of mouth reach Number of Likes • More “Likes” isn’t always better Interest, Trust, Consideration, Recommendation, Importance @CooperativeFood #PRSHOW13
  165. 165. Achieving ROI Calculate value: Engagement Focus Groups • Reactively gauge reactions/opinions of fans • Proactively conduct questionnaires • Targetable by location • Targetable by likes/interests using Facebook advertising @CooperativeFood #PRSHOW13
  166. 166. Achieving ROI Calculate value: Engagement 2012 2013 Customer Relations • Less resource on phones Brand recognition/awareness • Look at the “People talking about this score” instead of “Likes” on your page • Consider how many people are talking about you on other channels Phone calls @CooperativeFood #PRSHOW13 Emails Social media
  167. 167. Achieving ROI Hints & tips Advertising • Essential for reach Competitions • Excellent for gathering email addresses Vouchers/exclusive offers • Redeemable coupons • Incentives @CooperativeFood #PRSHOW13
  168. 168. Achieving ROI Hints & tips Emticn Interaction Rate :-) Emoticons receive 52% ;) higher interaction rates <3 • 57% higher like rate :) • 33% higher comment rate ;-) • 33% higher share rate :( Source: Buddy Media analyzed user engagement from more than 1,800 Facebook Pages from the world’s largest brands. Data was collected for two months after all brands were moved to timeline (April 1 – May 31,2012). 35 38 :-D :P :D @CooperativeFood #PRSHOW13 50 52 60 60 80 102 138
  169. 169. Achieving ROI Hints & tips Remember the call to action! “Share” “Comment” “Like” 7x more likely to share 3.3x more likely to comment 3x more likes “winner” “win” “giveaway” 68% more interactions 46% more interactions 42% more interactions Source: Buddy Media analyzed user engagement from more than 1,800 Facebook Pages from the world’s largest brands. Data was collected for two months after all brands were moved to timeline (April 1 – May 31,2012). @CooperativeFood #PRSHOW13
  170. 170. Achieving ROI Hints & tips Graphic from: @CooperativeFood #PRSHOW13
  171. 171. Proving ROI Facebook insights Good for: • Top level info about audience • Post performance (good and bad) Not so good for • Competitor insights • Conversations about you @CooperativeFood #PRSHOW13
  172. 172. Proving ROI Helpful tools: Meltwater Good for: • Reporting, including automatic daily email reports • Listening to conversations about you (not just to you) • Creating branded tabs @CooperativeFood #PRSHOW13
  173. 173. Proving ROI Helpful tools: HootSuite Good for: • Monitoring owned channels and trending topics • Assigning comments to other department • Accountability within social media team • Publishing @CooperativeFood #PRSHOW13
  174. 174. Proving ROI Helpful tools Likealyzer.com Good for: • Showcasing areas of your Facebook page strengths and weakness • Highlighting competitor strengths and weaknesses • Nice info-graphic style • FREE @CooperativeFood #PRSHOW13
  175. 175. Proving ROI Compiling Reports • Weekly and Monthly • Use figures like conversation clouds and screenshots of positive and negative comments • Focus on any activists’ campaigns • Highlight any change from previous weeks • Don’t forget about earned media @CooperativeFood #PRSHOW13
  176. 176. Questions @CooperativeFood #PRSHOW13
  177. 177. Bibliography Cost Per Like: A Subjective Valuation of Your Facebook Fans http://mashable.com/2013/04/26/facebook-cost-per-like/ Aegis Media Probes the Influence of Facebook http://adage.com/article/global-news/aegis-media-probes-influence-facebook/244394/ A Facebook cheat sheet for brands http://www.prdaily.com/Main/Articles/58d0a2c3-1ce5-41e9-bc82-f19e2c18ebd1.aspx#
  178. 178. Thank you Questions?

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