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VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
0161 669 4749
FOLLOW
@nedpoulter
FACEBOOK ADS: THE SHIFTI...
FOUNDER & CEO
Why this guy?
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
ENTER…
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
Age
Demographic
Gender City
Country
Language
Job title Relationship
status
Edu...
HERE ARE 7 EXAMPLES
OF FACEBOOK
AUDIENCES THAT YOU
CAN TRY AT HOME…
FACEBOOK [LIVE] VIDEO.
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
CREATE A CUSTOM AUDIENCE
BASED ON PEOPLE WHO HAVE
ENGAGED WITH YOUR VIDEO…
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP! TAG PRODUCTS
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
37.9 MILLION VIEWS!!!
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP! USE COST PER VIEW
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 1 – LEADING UP TO A PRODUCT RELEASE/EVENT
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 2 – PROMOTE TOPICAL CONTENT
POST IS ABOUT VIDEOS, MAKE
THE SOCIAL ...
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
GREAT IDEA FOR…
START-UPS
NEW
PRODUCT
LAUNCHES
SAAS
COMPANIES
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP CONTENT CONSUMERS.
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP! OPTIMISE FOR DAILY UNIQUE REACH
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 1 – INCREASE POST ENGAGEMENT
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 2 – PROMOTE ENGAGEMENT W/ NEW CONTENT
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
GREAT IDEA FOR…
MEDIA
COMPANIES
BLOGGERS
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
LINKEDIN CROSS-
TARGETING.
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
UPLOAD THE EMAIL ADDRESSES OF
YOUR LINKEDIN CONNECTIONS
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 1 – MARKETING AN EVENT
#SEARCHLEEDS ;-)
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 2 – MARKETING A WEBINAR/TRAINING SESSION
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP! OPTIMISE FOR REACH
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP! ADAPT CTA TO TAKE IMMEDIATE ACTION (E.G. SIGN
UP/REGISTER)
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
Look-a-Like Audiences +
Similar Audiences
Act-a-Like Audiences
TOP TIP! TEST T...
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP: TRIAL GOOGLE SPONSORED PROMOTIONS
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP: TRIAL TWITTER TAILORED AUDIENCES
TRY NOT TO GET YOUR
HOPES UP THOUGH…
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
REMEMBER!
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
GREAT IDEA FOR…
EVENT
MARKETING
LEAD GENERATION
/ SALES
CONTENT
PROMOTION
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
FUNNEL NON-COMPLETERS.
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP! SET-UP AD SEQUENCING
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP! AD SEQUENCING = WINNING!
http://bit.ly/2rzN5u6
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 1 – FOLLOW UP ON TRIALERS
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 2 – PROMOTE EVENT SIGN-UPS
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
GREAT IDEA FOR…
EVENT
MARKETING
SAAS
COMPANIES
ECOMMERCE
COMPANIES
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
HYPER-LOCAL.
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP! MAKE CTA IMMEDIATELY ACTIONABLE!
YOU
FREE
BECAUSE INSTANTLY
NEW
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 1 – BOOST RESTAURANT PROMOTIONS
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 2 – BOOST RESTAURANT PROMOTIONS
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 3 – PROMOTE LOCAL SERVICE
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
GREAT IDEA FOR…
TIME-BASED
PROMOTIONS
RESTAURANTS /
BARS
LOCAL
BUSINESSES
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
CUSTOMER WIN-BACK.
TOP TIP: ASSIGN THIS TO VARIOUS EVENTS
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
DOESN’T JUST HAVE
TO BE SALES
EXAMPLE USE 1 – INCENTIVISE RE-ORDER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 2 – INCENTIVISE RE-ORDER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 3 – INCENTIVISE SIGN-UP
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 4 – INCENTIVISE BASED ON ORDER HISTORY
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
GREAT IDEA FOR…
ECOMMERCE
COMPANIES
RESTAURANTS /
BARS
SAAS
COMPANIES
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
HIGH CLTV LOOK-A-LIKES.
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
TOP TIP: APPLY PARETO PRINCIPLE, THEN CREATE LOOKALIKES
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
Av. value of sale x
no. of repeat transactions x
av. retention for typical cus...
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
£75 (Av. value of sale)
x 9 (# of repeat transactions)
x 3 (Av. Customer reten...
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
Take the top 20% of customers…
…create a lookalike audience from them
THINKING...
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 1 – INCENTIVISE FIRST-TIME ORDER
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
EXAMPLE USE 2 – REASSURE PURCHASE DECISION W/ GUARANTEE
FACEBOOK ADS @ #SEARCHLEEDS  BY @NEDPOULTER
GREAT IDEA FOR…
ECOMMERCE
COMPANIES
SAAS
COMPANIES
@NedPoulter
/NedPoulter
Thank You.
VISIT
www.polestardigital.com
EMAIL
ned@polestardigital.com
CALL
0161 669 4749
FOLLOW
@nedpoulter
Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds
Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds
Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds
Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds
Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds
Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds
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Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds  Slide 1 Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds  Slide 2 Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds  Slide 3 Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds  Slide 4 Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds  Slide 5 Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds  Slide 6 Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds  Slide 7 Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds  Slide 8 Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds  Slide 9 Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds  Slide 10 Facebook Ads - 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Having consulted and trained a myriad of companies, from small start up brands right up to some of the biggest social media properties in Britain and further afield, Ned Poulter (Pole Star Digital) has a wealth of knowledge when it comes to strategising and implementing paid social media strategies. Along the way he has picked up a broad array of leading tips and tricks, which will be shared enabling you to capitalise on your Facebook advertising.

Whether you’re just starting out, or you now utilise Facebook ads as part of your broader paid marketing at scale, this talk will aim to equip you with the tools, tips and tricks to move beyond keyword and leverage audiences; taking your efforts to the next level. The talk will focus on inspiration and examples with a mission to make sure you leave knowing at least one thing you didn’t already know going into it!

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Facebook Ads - The Shifting Landscape from Keywords to Audiences - Ned Poulter #SearchLeeds

  1. 1. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL 0161 669 4749 FOLLOW @nedpoulter FACEBOOK ADS: THE SHIFTING LANDSCAPE, FROM KEYWORDS TO AUDIENCES
  2. 2. FOUNDER & CEO Why this guy?
  3. 3. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  4. 4. ENTER… FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  5. 5. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  6. 6. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Age Demographic Gender City Country Language Job title Relationship status Education Level Income Categories App Engagement Website Visitors
  7. 7. HERE ARE 7 EXAMPLES OF FACEBOOK AUDIENCES THAT YOU CAN TRY AT HOME…
  8. 8. FACEBOOK [LIVE] VIDEO. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  9. 9. CREATE A CUSTOM AUDIENCE BASED ON PEOPLE WHO HAVE ENGAGED WITH YOUR VIDEO… FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  10. 10. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  11. 11. TOP TIP! TAG PRODUCTS FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  12. 12. 37.9 MILLION VIEWS!!!
  13. 13. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! USE COST PER VIEW
  14. 14. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – LEADING UP TO A PRODUCT RELEASE/EVENT
  15. 15. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – PROMOTE TOPICAL CONTENT POST IS ABOUT VIDEOS, MAKE THE SOCIAL POST A VIDEO TOO!
  16. 16. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… START-UPS NEW PRODUCT LAUNCHES SAAS COMPANIES
  17. 17. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP CONTENT CONSUMERS.
  18. 18. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  19. 19. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  20. 20. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! OPTIMISE FOR DAILY UNIQUE REACH
  21. 21. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – INCREASE POST ENGAGEMENT
  22. 22. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – PROMOTE ENGAGEMENT W/ NEW CONTENT
  23. 23. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… MEDIA COMPANIES BLOGGERS
  24. 24. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER LINKEDIN CROSS- TARGETING.
  25. 25. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  26. 26. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  27. 27. UPLOAD THE EMAIL ADDRESSES OF YOUR LINKEDIN CONNECTIONS FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  28. 28. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – MARKETING AN EVENT #SEARCHLEEDS ;-)
  29. 29. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – MARKETING A WEBINAR/TRAINING SESSION
  30. 30. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! OPTIMISE FOR REACH
  31. 31. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! ADAPT CTA TO TAKE IMMEDIATE ACTION (E.G. SIGN UP/REGISTER)
  32. 32. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Look-a-Like Audiences + Similar Audiences Act-a-Like Audiences TOP TIP! TEST THIS BEYOND FACEBOOK…
  33. 33. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP: TRIAL GOOGLE SPONSORED PROMOTIONS
  34. 34. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP: TRIAL TWITTER TAILORED AUDIENCES TRY NOT TO GET YOUR HOPES UP THOUGH…
  35. 35. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER REMEMBER!
  36. 36. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… EVENT MARKETING LEAD GENERATION / SALES CONTENT PROMOTION
  37. 37. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER FUNNEL NON-COMPLETERS.
  38. 38. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  39. 39. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! SET-UP AD SEQUENCING
  40. 40. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! AD SEQUENCING = WINNING! http://bit.ly/2rzN5u6
  41. 41. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – FOLLOW UP ON TRIALERS
  42. 42. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – PROMOTE EVENT SIGN-UPS
  43. 43. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… EVENT MARKETING SAAS COMPANIES ECOMMERCE COMPANIES
  44. 44. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER HYPER-LOCAL.
  45. 45. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP! MAKE CTA IMMEDIATELY ACTIONABLE! YOU FREE BECAUSE INSTANTLY NEW
  46. 46. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – BOOST RESTAURANT PROMOTIONS
  47. 47. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – BOOST RESTAURANT PROMOTIONS
  48. 48. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 3 – PROMOTE LOCAL SERVICE
  49. 49. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… TIME-BASED PROMOTIONS RESTAURANTS / BARS LOCAL BUSINESSES
  50. 50. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER CUSTOMER WIN-BACK.
  51. 51. TOP TIP: ASSIGN THIS TO VARIOUS EVENTS FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER DOESN’T JUST HAVE TO BE SALES
  52. 52. EXAMPLE USE 1 – INCENTIVISE RE-ORDER FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  53. 53. EXAMPLE USE 2 – INCENTIVISE RE-ORDER FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER
  54. 54. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 3 – INCENTIVISE SIGN-UP
  55. 55. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 4 – INCENTIVISE BASED ON ORDER HISTORY
  56. 56. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… ECOMMERCE COMPANIES RESTAURANTS / BARS SAAS COMPANIES
  57. 57. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER HIGH CLTV LOOK-A-LIKES.
  58. 58. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER TOP TIP: APPLY PARETO PRINCIPLE, THEN CREATE LOOKALIKES
  59. 59. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Av. value of sale x no. of repeat transactions x av. retention for typical customer (months/years) = CLTV THINKING CAPS ON…
  60. 60. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER £75 (Av. value of sale) x 9 (# of repeat transactions) x 3 (Av. Customer retention – years) CLTV = £2,025 (£675 per year) EXAMPLE
  61. 61. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER Take the top 20% of customers… …create a lookalike audience from them THINKING CAPS ON…
  62. 62. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 1 – INCENTIVISE FIRST-TIME ORDER
  63. 63. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER EXAMPLE USE 2 – REASSURE PURCHASE DECISION W/ GUARANTEE
  64. 64. FACEBOOK ADS @ #SEARCHLEEDS BY @NEDPOULTER GREAT IDEA FOR… ECOMMERCE COMPANIES SAAS COMPANIES
  65. 65. @NedPoulter /NedPoulter
  66. 66. Thank You. VISIT www.polestardigital.com EMAIL ned@polestardigital.com CALL 0161 669 4749 FOLLOW @nedpoulter


Having consulted and trained a myriad of companies, from small start up brands right up to some of the biggest social media properties in Britain and further afield, Ned Poulter (Pole Star Digital) has a wealth of knowledge when it comes to strategising and implementing paid social media strategies. Along the way he has picked up a broad array of leading tips and tricks, which will be shared enabling you to capitalise on your Facebook advertising. Whether you’re just starting out, or you now utilise Facebook ads as part of your broader paid marketing at scale, this talk will aim to equip you with the tools, tips and tricks to move beyond keyword and leverage audiences; taking your efforts to the next level. The talk will focus on inspiration and examples with a mission to make sure you leave knowing at least one thing you didn’t already know going into it!

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