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Activation, Retention &Engagement Strategy       @eric3000        @eric3000
Where You Can Find Today’s          Slides   http://www.bit.ly/emetelka            @eric3000
Introductions☐ Name☐ Where you work/what you’re working on☐ Goals for today                    @eric3000
Im Eric Metelka, founder and CEO of Full StackMarketing, a full featured digital marketingconsulting firm for startups. I ...
My Goals for TodayYou know how to choose the one metric that matters to your product or brandYou are able to guide and c...
What I Am Going to Cover☐ Introduction & Definitions – 30 mins☐ Matching Metrics - 30 mins☐ Activation – 30 mins☐ Engageme...
Definitions  @eric3000
Acquisition – noun /ˌækw     ɪˌzɪʃ(ə)n/• The process of buying something or  obtaining it in some other way• When a custom...
Examples of Acquisition                           (note: not actuals)Category                     User Status             ...
Activation – noun /ˌ  æktɪˌve  ɪʃ(ə)n/• Making a piece of equipment or a process  start working• Starting the use of a pro...
Examples of Activation                          (note: not actuals)Category                    User Status                ...
Engagement - noun /ɪnˌ     ɡeɪdʒmənt/• The feeling of being involved in a  particular activity• The period of time during ...
Examples of Engagement                        (note: not actuals)Category                  User Status                    ...
ɪVirality- noun /vʌɪˌral ti/• The tendency of an image, video, or piece  of information to be circulated rapidly and  wide...
Examples of Virality                         (note: not actuals)Category                   User Status                    ...
Matching Metrics to Your Business             @eric3000
Types of Metrics & Measurement• Qualitative: Usability Testing / Session Monitoring    – Watch what users do, figure out p...
Measurement Tools• Qualitative: Usability Testing / Session Monitoring    – Qualtrics (surveys), CrazyEgg (heatmap), TechS...
Customer Funnel    @eric3000
Metric Funnel   @eric3000
Your Business Model                  Your Business Stage      (Monetization)                          (Lifecycle)•    Ecom...
E-                 2 Sided                              Mobile           User-gen             commerce              Market...
What metrics would you want tolook at? What direction do youwant the metric to be going in?            @eric3000
E-              2 Sided                             Mobile           User-gen             commerce           Market       ...
Choose one actionable metric to followUnderstand your product market and stage              @eric3000
Activation @eric3000
Customer Funnel                             SEO            Campaigns,               SEM                   PR      Contests...
Customer Funnel                             SEO            Campaigns,               SEM                   PR      Contests...
Customer Funnel                             SEO           Campaigns,               SEM                   PR     Contests  ...
Customer Funnel                             SEO           Campaigns,               SEM                   PR     Contests  ...
Customer Funnel                             SEO           Campaigns,               SEM                   PR     Contests  ...
How to Test Activation• Performance - an objective measure of  how well a particular website works. It is  strictly utilit...
Performance Metrics             Task Test - observing the              steps testers take to              complete task a...
How to Test Activation II• Satisfaction - a subjective measure of  how users feel while interacting with a  website. It is...
Satisfaction Testing              Open-Ended Test –               monitoring tester               exploration of the site...
Implementing Testing       @eric3000
Diagnosing Your Site       @eric3000
Activity: Google “Jeans”         @eric3000
@eric3000
Raise your hand when you bounce          from the page            @eric3000
Testing is crucial to activating new customersUnderstand the difference between performance goals and satisfaction goals...
Engagement  @eric3000
Customer Funnel                                                     Campaigns,                                            ...
Customer Funnel                                                     Campaigns,                                            ...
Customer Funnel                                                     Campaigns,                                            ...
Customer Funnel                                                     Campaigns,                                            ...
Community Building - Yelp         @eric3000
Citysearch had a 28-month headstart and had collected more than112,000 restaurant reviews by thetime Yelp had its first re...
Yelp Members Write More Reviews            @eric3000
How Did Yelp Build Community?   Tie Identity &       Yelp members have a public profile page that   Reputation to        ...
@eric3000
Rewards @eric3000
Notifications of New Content           @eric3000
Email Newsletters Curate Content                        Interesting                        Personalized                 ...
Lifecycle Emails Re-engage Lapsed Customers                 @eric3000
Align user motivation, behavior, and long- term valueReward members for their contributionRe-engage your customers via ...
Referral & Virality      @eric3000
Customer Funnel                                                           SEO            Campaigns,                       ...
Customer Funnel                                                           SEO            Campaigns,                       ...
Calculating Growth                          ConversionK    =     i          X                              %          @eri...
Calculating Growth                   Number of                                     Invitations                   Invitatio...
Calculating Growth                   Invitations                    Accepted   Viralcoefficient    =    (K)               ...
MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 500 are accepted          ...
MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 500 are acceptedHow fast ...
MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 500 are acceptedHow fast ...
Trend to Zero27002600250024002300220021002000          @eric3000
MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 2500 are acceptedHow fast...
MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 2500 are acceptedHow fast...
Viral Growth920008200072000620005200042000320002200012000 2000           @eric3000
How to Increase K                         ConversionK   =     i          X                             %         @eric3000
How to Increase K                                            ConversionK        =            i           X                ...
How to Increase K                            ConversionK   =     i          X                                %            ...
The Actual Formula Is a Bit More Complicated…                  @eric3000
The Actual Formula Is a Bit More Complicated…                                     TIME!                  @eric3000
How to Increase Speed       @eric3000
So Should I Put Like Buttons Everywhere?                @eric3000
So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers?                 @er...
So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers?How does a customer...
So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers?How does a customer...
So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers?How does a customer...
Conclusion  @eric3000
Choose One Actionable Metric to           Follow            @eric3000
Testing is crucial to activating new             customers              @eric3000
Align usermotivation, behavior, and long-term                value              @eric3000
Determine if and how viral growthaligns with your value proposition             @eric3000
Questions?  @eric3000
Digital Marketing Reading List Kissmetrics Blog -http://blog.kissmetrics.com/ Andrew Chen – http://andrewchen.co Rand F...
Email: e.metelka@gmail.comTwitter: @eric3000LinkedIn: /in/emetelkaFacebook: /e.metelkaDownload Slides:www.slideshare.net/e...
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Activation, retention & engagement strategy

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• Conduct usability testing to optimize customer activation
• Match metrics to business types
• Create a customer oriented culture and build a vibrant community
• Increase referrals among current customers and use social media graphs to increase virality

Published in: Business, Technology
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Activation, retention & engagement strategy

  1. 1. Activation, Retention &Engagement Strategy @eric3000 @eric3000
  2. 2. Where You Can Find Today’s Slides http://www.bit.ly/emetelka @eric3000
  3. 3. Introductions☐ Name☐ Where you work/what you’re working on☐ Goals for today @eric3000
  4. 4. Im Eric Metelka, founder and CEO of Full StackMarketing, a full featured digital marketingconsulting firm for startups. I am a formermanagement consultant and the former digitalmarketing manager at BestVendor. @eric3000
  5. 5. My Goals for TodayYou know how to choose the one metric that matters to your product or brandYou are able to guide and construct a usability testYou can align user behaviors and motivations to create engagementYou understand the tactics to increase referrals in your product @eric3000
  6. 6. What I Am Going to Cover☐ Introduction & Definitions – 30 mins☐ Matching Metrics - 30 mins☐ Activation – 30 mins☐ Engagement – 30 mins☐ Referral & Virality – 30 mins☐ Recap/Evaluation/Questions - 15 mins @eric3000
  7. 7. Definitions @eric3000
  8. 8. Acquisition – noun /ˌækw ɪˌzɪʃ(ə)n/• The process of buying something or obtaining it in some other way• When a customer comes to the site from various channels or downloads an app @eric3000
  9. 9. Examples of Acquisition (note: not actuals)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks) @eric3000
  10. 10. Activation – noun /ˌ æktɪˌve ɪʃ(ə)n/• Making a piece of equipment or a process start working• Starting the use of a product, often by creating a login• In ecommerce, starting the shopping process by completing at least transaction• In Mobile, using the basic features of the app• Customer enjoys 1st visit: "happy" user experience @eric3000
  11. 11. Examples of Activation (note: not actuals)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks) Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks) Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit) Activation Acct Signup 2% $3 (includes profile data) @eric3000
  12. 12. Engagement - noun /ɪnˌ ɡeɪdʒmənt/• The feeling of being involved in a particular activity• The period of time during which a user such stays involved with your product• Customers come back and visit site multiple times @eric3000
  13. 13. Examples of Engagement (note: not actuals)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks) Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks) Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit) Activation Acct Signup 2% $3 (includes profile data)Engagement Email Open / RSS view -> Clickthru 3% $2Engagement Repeat Visitor 2% $5 (3+ visits in first 30 days) @eric3000
  14. 14. ɪVirality- noun /vʌɪˌral ti/• The tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another• Customers like product enough to refer others @eric3000
  15. 15. Examples of Virality (note: not actuals)Category User Status Conv % Est. ValueAcquisition Visit Site 100% $.01 (or landing page, or external widget)Acquisition Doesnt Abandon 70% $.05 (views 2+ pages, stays 10+ sec, 2+ clicks) Activation Happy 1st Visit 30% $.25 (views X pages, stays Y sec, Z clicks) Activation Email/Blog/RSS/Widget Signup 5% $1 (anything that could lead to repeat visit) Activation Acct Signup 2% $3 (includes profile data)Engagement Email Open / RSS view -> Clickthru 3% $2Engagement Repeat Visitor 2% $5 (3+ visits in first 30 days) Virality Refer 1+ users who visit site 2% $3 Virality Refer 1+ users who activate 1% $10 @eric3000
  16. 16. Matching Metrics to Your Business @eric3000
  17. 17. Types of Metrics & Measurement• Qualitative: Usability Testing / Session Monitoring – Watch what users do, figure out problems & solutions from small # of users• Quantitative: Traffic Analysis / User Engagement – Report what users do, track usage & conversion %s for all or empirical sample # of users• Comparative: A/B, Multivariate Testing – Compare what users do in one scenario vs another, see which copy/graphics/UI are most effective• Competitive: Monitoring & Tracking Competitors – Track competitor activity & compare against yours; if possible compare channels, keyword traffic, demographic targeting, user satisfaction, etc. @eric3000
  18. 18. Measurement Tools• Qualitative: Usability Testing / Session Monitoring – Qualtrics (surveys), CrazyEgg (heatmap), TechSmith Morae / UserVue (ux recording), RobotReplay, TapeFailure.• Quantitative: Traffic Analysis / User Engagement – Google Analytics (free), Mixpanel, Kissmetrics, Flurry, MyBlogLog, ClickTracks, Index Tools, Visual Sciences / Webside Story, Omniture, WebTrends.• Comparative: A/B, Multivariate Testing – Google Website Optimizer, SiteSpect, Optimost, Offermatica, Vertster, Kefta.• Competitive: Monitoring & Tracking Competitors – Quantcast, Compete.com, Alexa, Hitwise, Comscore, Nielsens. @eric3000
  19. 19. Customer Funnel @eric3000
  20. 20. Metric Funnel @eric3000
  21. 21. Your Business Model Your Business Stage (Monetization) (Lifecycle)• Ecommerce • Empathy• 2 sided market • Stickiness• SaaS • Virality• Mobile app • Revenue• User-generated content • Scale• Media @eric3000
  22. 22. E- 2 Sided Mobile User-gen commerce Market SaaS app content MediaEmpathy Interviews, qualitative results, quantitative scoring, surveys Loyalty, Inventory, Engagement, Downloads, Traffic, visits, Content, spamStickiness conversion listings churn churn, virality returns CAC, shares, Inherent WoM, app Content, SEM, sharing Invites, sharing Virality reactivation virality, CAC ratings, CAC virality, SEM (Money from transactions) (Money from active users) (Money from ad clicks) Transactions, Transactions, Upselling, CAC, CPE, affiliate %, Revenue CLV Commission CLV CLV, ARPDAU Ads, donations eyeballs Scale Affiliates, whit Other verticals API, magic #, Spinoffs, publis Analytics, user Syndication, e-label marketplace hers data licenses @eric3000
  23. 23. What metrics would you want tolook at? What direction do youwant the metric to be going in? @eric3000
  24. 24. E- 2 Sided Mobile User-gen commerce Market SaaS app content MediaEmpathy Interviews, qualitative results, quantitative scoring, surveys Loyalty, Inventory, Engagement, Downloads, Traffic, visits, re Content, spamStickiness conversion listings churn churn, virality turns CAC, shares, Inherent WoM, app Content, SEM, sharing Invites, sharing Virality reactivation virality, CAC ratings, CAC virality, SEM (Money from transactions) (Money from active users) (Money from ad clicks) Transactions, Transactions, Upselling, CAC, CPE, affiliate %, Revenue CLV Commission CLV CLV, ARPDAU Ads, donations eyeballs Scale Affiliates, Other verticals API, magic Spinoffs, Analytics, user Syndication, white-label #, marketplace publishers data licenses @eric3000
  25. 25. Choose one actionable metric to followUnderstand your product market and stage @eric3000
  26. 26. Activation @eric3000
  27. 27. Customer Funnel SEO Campaigns, SEM PR Contests Biz Dev SocialNetworks Blogs AffiliatesApps & Direct, Tel,Widgets Email TV Domains 1. ACQUISITION Website.com @eric3000
  28. 28. Customer Funnel SEO Campaigns, SEM PR Contests Biz Dev SocialNetworks Blogs AffiliatesApps & Direct, Tel,Widgets Email TV Domains 1. ACQUISITION Marketing Channels: •Largest volume (#) •Lowest cost ($) •Best performing (%) Website.com @eric3000
  29. 29. Customer Funnel SEO Campaigns, SEM PR Contests Biz Dev SocialNetworks Blogs AffiliatesApps & Direct, Tel,Widgets Email TV Domains 1. ACQUISITION Homepage / Landing Page Product Features Website.com @eric3000
  30. 30. Customer Funnel SEO Campaigns, SEM PR Contests Biz Dev Illustrative Activation SocialNetworks Criteria: Blogs AffiliatesApps & Direct, Tel, • 10-30+ secondsWidgets Email TV 1. ACQUISITION • 2-3+ page views Domains • 3-5+ clicks Homepage / Landing • 1 key feature usage Page Product Features Website.com @eric3000
  31. 31. Customer Funnel SEO Campaigns, SEM PR Contests Biz Dev Illustrative Activation SocialNetworks Criteria: Blogs AffiliatesApps & Direct, Tel, • 10-30+ secondsWidgets Email TV 1. ACQUISITION • 2-3+ page views Domains • 3-5+ clicks Homepage / Landing • 1 key feature usage Page Product Do LOTS of landing Features page tests & A/B tests - just make lots of dumb guesses & iterate QUICK Website.com @eric3000
  32. 32. How to Test Activation• Performance - an objective measure of how well a particular website works. It is strictly utilitarian, and it is concerned primarily with effectiveness and efficiency. @eric3000
  33. 33. Performance Metrics  Task Test - observing the steps testers take to complete task actions @eric3000
  34. 34. How to Test Activation II• Satisfaction - a subjective measure of how users feel while interacting with a website. It is concerned with how the information looks, how the content is organized, and how the user feels navigating around the site. @eric3000
  35. 35. Satisfaction Testing  Open-Ended Test – monitoring tester exploration of the site without specific instructions @eric3000
  36. 36. Implementing Testing @eric3000
  37. 37. Diagnosing Your Site @eric3000
  38. 38. Activity: Google “Jeans” @eric3000
  39. 39. @eric3000
  40. 40. Raise your hand when you bounce from the page @eric3000
  41. 41. Testing is crucial to activating new customersUnderstand the difference between performance goals and satisfaction goals @eric3000
  42. 42. Engagement @eric3000
  43. 43. Customer Funnel Campaigns, SEO SEM PR Contests Biz Social Network Dev Blogs Affiliates s Apps & Direct, Widgets Email Tel, TV Domains 1. ACQUISITION Homepage / Landing Page Automated Emails Product FeaturesSystem Events & Time- based Features Blogs, Content Website.com @eric3000
  44. 44. Customer Funnel Campaigns, SEO SEM PR Contests Biz Social Network Dev Blogs AffiliatesAutomated emails are simple & s Apps & Direct,easy retention feature. Lifecycle Widgets Email Tel, TVemails @ +3, +7, +30d Domains 1. ACQUISITION Homepage / Landing Page Automated Emails Product Features System Events & Time- based Features Blogs, Content Website.com @eric3000
  45. 45. Customer Funnel Campaigns, SEO SEM PR Contests Biz Social Network Dev Blogs AffiliatesAutomated emails are simple & s Apps & Direct, Teleasy retention feature. Lifecycle Widgets Email , TVemails @ +3, +7, +30d Domains 1. ACQUISITION Homepage / Landing PageEvent-based emails Automated Emailsas they occur Product Features System Events & Time- based Features Blogs, Content Website.com @eric3000
  46. 46. Customer Funnel Campaigns, SEO SEM PR Contests Biz Social Network Dev Blogs AffiliatesAutomated emails are simple & s Apps & Direct,easy retention feature. Lifecycle Widgets Email Tel, TVemails @ +3, +7, +30d Domains 1. ACQUISITION Homepage / Landing PageEvent-based emails Automated Emailsas they occur Product Features System Events & Time- based Features Blogs, Content Email newsletters weekly/monthly Website.com @eric3000
  47. 47. Community Building - Yelp @eric3000
  48. 48. Citysearch had a 28-month headstart and had collected more than112,000 restaurant reviews by thetime Yelp had its first restaurantreview @eric3000
  49. 49. Yelp Members Write More Reviews @eric3000
  50. 50. How Did Yelp Build Community? Tie Identity &  Yelp members have a public profile page that Reputation to records their activities Product  Member reviews rated as intelligent, fair, Encourage Quality knowledgeable, public- spirited, and cool with Signals  Members rewarded with “elite” status in profileOn-line and Off-line  Exclusive access to offline parties and events Rewards  Some members are hired as communityEmpowering Users managers  Discussion forum for further adding to the site’s social aspects @eric3000
  51. 51. @eric3000
  52. 52. Rewards @eric3000
  53. 53. Notifications of New Content @eric3000
  54. 54. Email Newsletters Curate Content Interesting Personalized Timely @eric3000
  55. 55. Lifecycle Emails Re-engage Lapsed Customers @eric3000
  56. 56. Align user motivation, behavior, and long- term valueReward members for their contributionRe-engage your customers via the appropriate channel (Email today)Listen to your customers and understand how they are using your product @eric3000
  57. 57. Referral & Virality @eric3000
  58. 58. Customer Funnel SEO Campaigns, SEM PR Contests Biz Social Networ Blogs Affiliate Dev ks Apps & s Direct, Widgets Email Tel, TV Campaigns, Domain 1. ACQUISITION Contests s Homepage / Landing Emails & Page Alerts Emails & Product widgetsSystem Events & Time- Features based Features Blogs, Content Website.com @eric3000
  59. 59. Customer Funnel SEO Campaigns, SEM PR Contests Biz Social Networ Blogs Affiliate Dev ks Apps & s Direct, Widgets Email Tel, TV Campaigns, Domain 1. ACQUISITION Contests s Homepage / Landing Emails & Page Alerts Emails & Product widgetsSystem Events & Time- Features based Features Blogs, Content Only encourage users to refer *after* they have “happy” user experience; Website.com avg score >= 8 out of 10 @eric3000
  60. 60. Calculating Growth ConversionK = i X % @eric3000
  61. 61. Calculating Growth Number of Invitations Invitations Accepted Viral Sentcoefficient = X (K) Number of Number of Invitations Users Sent @eric3000
  62. 62. Calculating Growth Invitations Accepted Viralcoefficient = (K) Number of Users @eric3000
  63. 63. MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 500 are accepted @eric3000
  64. 64. MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 500 are acceptedHow fast are you growing?Are you viral? @eric3000
  65. 65. MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 500 are acceptedHow fast are you growing? K = .25Are you viral? No @eric3000
  66. 66. Trend to Zero27002600250024002300220021002000 @eric3000
  67. 67. MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 2500 are acceptedHow fast are you growing?Are you viral? @eric3000
  68. 68. MathYou have 2000 customersThose customers invite 5000 of their friendsOf those invitations, 2500 are acceptedHow fast are you growing? 1.25Are you viral? Yes! @eric3000
  69. 69. Viral Growth920008200072000620005200042000320002200012000 2000 @eric3000
  70. 70. How to Increase K ConversionK = i X % @eric3000
  71. 71. How to Increase K ConversionK = i X %  Make invites central to the product  Network effects  Reward for invites  Dropbox  Gamification  Make sending invites easy  Social sharing @eric3000
  72. 72. How to Increase K ConversionK = i X %  Test invite creative  Test invite format  Social?  Email?  SMS?  Test sign-up incentives  Dropbox @eric3000
  73. 73. The Actual Formula Is a Bit More Complicated… @eric3000
  74. 74. The Actual Formula Is a Bit More Complicated… TIME! @eric3000
  75. 75. How to Increase Speed @eric3000
  76. 76. So Should I Put Like Buttons Everywhere? @eric3000
  77. 77. So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers? @eric3000
  78. 78. So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers?How does a customer’s experience get better when they are connected to more users? @eric3000
  79. 79. So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers?How does a customer’s experience get better when they are connected to more users?How does a customer benefit from reaching out to a non-user? @eric3000
  80. 80. So Should I Put Like Buttons Everywhere?How can a customer create content that reaches non-customers?How does a customer’s experience get better when they are connected to more users?How does a customer benefit from reaching out to a non-user?What percentage of growth comes from this channel versus others? @eric3000
  81. 81. Conclusion @eric3000
  82. 82. Choose One Actionable Metric to Follow @eric3000
  83. 83. Testing is crucial to activating new customers @eric3000
  84. 84. Align usermotivation, behavior, and long-term value @eric3000
  85. 85. Determine if and how viral growthaligns with your value proposition @eric3000
  86. 86. Questions? @eric3000
  87. 87. Digital Marketing Reading List Kissmetrics Blog -http://blog.kissmetrics.com/ Andrew Chen – http://andrewchen.co Rand Fishkin – http://moz.com/rand SEOMoz blog – http://SEOmoz.org/blog Inbound – http://inbound.org Conversion Rate Experts - http://www.conversion-rate-experts.com/blog/ Slideshare - http://www.slideshare.net/ @eric3000
  88. 88. Email: e.metelka@gmail.comTwitter: @eric3000LinkedIn: /in/emetelkaFacebook: /e.metelkaDownload Slides:www.slideshare.net/emetelka/ Please fill out evaluation forms @eric3000

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