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Inbound Marketing
Eoin Kennedy
4th February 2015
Eoin Kennedy
•20 years communications experience.
•Current chair IIA SMWG.
•Freelance consultant
•Knudger.com & PledgUp.co...
Agenda
• Introduction
• Trends
• Audience – Buyer Personas
• Channels/Platform
• Content Creation
– Creation to Calendar
•...
Inbound Marketing
“Establishing yourself as authority, offering useful
advice over time, so you’re the first one they thin...
Inbound
• Earns attention
• Findability
• Draws customers
Through
• Interesting content
Inbound Themes
1.Content Creation + Distribution.
2.Lifecycle Marketing.
3.Personalisation.
4.Multi-channel.
5.Integration.
Trends
•Interruption Marketing Decline.
•Brand Journalism.
•Paid for Visibility.
•X5 Promotional Effort.
•Ever Green Conte...
Brand Journalism
•http://www.coca-colacompany.com
•Liftstyle Magazine
•Included branded content
http://blog.intercom.io/12...
Repurposing Content
•http://www.inthecompanyofhuskies.com/blog/our-news/how-to-save-your-
organic-reach-on-facebook/
Why Inbound/Content Marketing
Not about selling Helpful & Informative Happy
Happy to share/endorse Socially validated Tell...
Content Marketing is Older than Advertising
Photo courtesy of jimduell(CC ShareALike)
In reality its
Storytelling
The Boyhood of Raleigh. Sir John Everett Millais
Listening
Image: prusamarketing.com
Strategy
http://www.verticalmeasures.com
Content
Marketing
Strategy
Strategy
Development
Research
Content
creation
Content...
Research &
comparison
Purchase
Hubspot.com
•Draw them
•Become them
Exercise 1
Post up your buyer personas?
Ideally a pencil picture and some data from:
•Background & Demographics
•Goals & C...
Facebook
• 2.3 m Irish FB profiles
• 1.7 m mobile
• 280 friends average
• 120k over last 6 months
• 59%
• Like 79 average ...
Facebook Newsfeed
Algorithm
• 7% reached
•Alogorithm
• Promoted post
• Negative Feedback
Twitter
* Ipsos MRBI
Ref: Eight Twenty Irish Independent
•27%
•160 tweets
•Wednesday
•Politics &
Sport
•10-11pm
LinkedIn
• 700K + Irish LinkedIn Profiles
• 23%
• Linked in growing x3 faster than FB
• Average user is 35 to 44 living in...
Google+
Flickr & Pix.ie
•Photosharing sites
•Great for broadening
•your digital footprint
•Don’t tell. Show.
•Great for user gener...
YouTube
Second biggest search engine
1.3 Million Irish users in 2010
400 million views per month
Think how you can make st...
Boards.ie
•400k.
•Threads & Forums.
•Talk to.
•Non Commercial.
•Transparent.
Boards.ie
Suggestions Reviews/Opinions
Facebook, Foursquare & Location
•1% Foursquare
•Reviews/photos
•Reward regular customers
•Users recommend according to loc...
SlideShare
• PowerPoint Presentations.
• Add key components of release.
• Add video, music and photos.
• Tell the story.
•...
Recommendations
TripAdvisor & Yelp & Louder Voice
Use your fans to tell their friends
about how great you are.
All about i...
Wikipedia
• 6th most visited.
• 365 million readers
• 22 million articles
• 100,000 editors
• WikiProject Ireland
• Search...
Wikipedia
Instagram
• Photo sharing service
• Chat
• Filters & Higher Quality
• News engine?
Audio
• Audio sharing to podcasting
• Hosting, editing
Blogs
• Free software & hosting
• Leadership
• Personality
• Search
• Central Repository
Live Demo
http://eoinkennedy.ie/blog/wp-admin/
Live Demo
http://eoinkennedy.ie/blog/wp-admin/
Great Irish Blogs
• www.spiderworking.com
• Tips
• How to guides
• Lots of simple multimedia
• www.razorsocial.com
• Tools...
Great Irish Blogs
• www.wholesome.ie
• Lidl advocate
• Book published
• http://doneganlandscaping.com/blog/
• Publishes ac...
Blogging Tips
•Content length matters
•More links, shares, ranks
•750 words
•Less but quality
•Readable.
Blogging Tips
•Tools
•Analytics http://www.google.com/analytics/
•Domain Authority
•Moz http://www.opensiteexplorer.org
• ...
Exercise 2
What platforms work best for your customers?
Match to Buyer Persona.
What is your domain authority?
Find an ass...
Content Brain Storming Ideas
•Read books.
•Company/Customer Group Brainstorm.
•Invest in self-development.
•Question basic...
Content Marketing Types
Formats Types
Blog Posts Lists
Guest Post How to
E-books Curation
Email Newsletters FAQs
PowerPoin...
Exercise 3
Identify 5 sources of content.
Identify type content that matches consumers and ability.
Match to buyer persona...
Content Funnel
Pitch = idea
Planned = date
Assigned = who
Draft without Image
Pending review
Final Review
Published
Content Calendar
http://www.convinceandconvert.com/social-media-strategy/how-to-build-a-
content-calendar-plus-a-free-temp...
Exercise 4
Produce an editorial calendar.
Include:
•Global events, local events, sector and company.
•12 months
Web users scan,
they don’t read
How people read websites
Jakob Nielsen, F-Shaped Pattern For Reading Web Content. Available from http://www.useit.com/aler...
Writing good content
1 Focused Keywords
2 Open strongly
3 Be lively and entertaining
4 Write well
5 KISS (Keep It Short an...
Content – Placement and Length
• Place content in a prominent position
• Large enough font size to be read easily
• People...
Keep a consistent
style across your
website
• Page layout
• Images
• Navigation
• Content
Consistent Style
• “Content is king” – as
much on-topic and as
high quality as possible
• Content must be easy to
find by users and
“search...
www.elucidate.ie
• Use headings that are descriptive, of
4-8 words
• Keep word count short:
– 8-20 words per sentence
– 3-...
Make It Active
• Avoid the passive tense
• Consider the call to action of the
website on all pages
• What do you want pote...
Make It Active
Rutgers, Web Toolkit and Resources – Web Writing Tips. Available from http://toolkit.rutgers.edu/web_writin...
Support Assertions With Facts
• Just because you believe something is
right, don’t assume that everyone else
will
• Make s...
• Web is a linking medium: split content into small
coherent pieces to avoid scrolling
• Make headings brief, break up wit...
website content
+
website code
+
links to/from
other sites
=
position
keywords
Content - Make it Search-Friendly
• Include your “have-to-have” keywords a
number of times
• Include your “good-to-have” k...
Use Keywords:
Page title
URL
Image alt tags
Headings
Hyperlinks
Anchor text
Search engines put a lot of weight on anchor
text, so use keyword phrases accordingly
 This is the text that ...
The Press Release 2.0’d
www.wordle.net
Curating Stories. Finding them
•Gathering
•Comment & share
•Add value
•Feedly.com
Top 10 Free online tools
Spundge (www.spundge.com)
Curation Tool
• Content Curation
• Discover
• Curate
• Create
Curating Stories.
•Storify.com
•Curate the story.
•Leverage additional
commentary.
•Collate press clippings.
•Track and pr...
Twitter Story Telling
Crowdsourcing/UGC
Use your audience as a research group:
• Doritos Attack on Westminster
• Mountain Dew Dewmocracy
Forest ...
More video options.
•6 Sec video
•Simple operation
•No hosting
•Social seeding
•15 Sec video
•Cover frame
Exercise 5
Produce a piece of content as per buyer persona stage.
Default: A press release/news article but could be:
• Vi...
10 great monitoring tools
1. Google Analytics
2. Google Keyword Tool
3. Klout (www.klout.com)
4. Social Mention (www.socia...
Top 10 Free online tools
5. Topsy (www.topsy.com)
6. Boardreader (http://boardreader.com)
7. Postling (www.postling.com)
8...
Top 10 Free online tools
1. Tweettbinder
(www.tweetbinder.com)
#Hashtag monitoring
2. Hashtracking
(www.Hashtracking.com)
...
Measurement
•Offer uptake
•New contact rate
•Page views and traffic
•Inbound links
•Social media shares
•Conversion rates
...
Exercise 6
How and what will you measure each piece of content.
Include indicators.
• Sales
• Web site traffic
• Newslette...
• Overview
• No advertising support.
• Pre/post content
•Pre
• Imagery
• Video
• Maps
• Meet the venues
• 57 posts #cong13...
• During
•Vine videos
•Google Hangouts
•#cong14 Tweets
•Foursquare/Swarm
• Post
•eBook
•Blog & Guest post
•Infographic
•Video
•Audio
•Photos & Tagging
•Book club
Digital Footprint
Expected Unexpected
57 Blogs submissions 27 Audioboos
> 2000 & RT Tweets 1 Google Hangout
Animated Video...
Reformatting
•Photos
•Text
•Social
sharing
Blog
Post
•Photos/text
•Infographic
•Tables
Report
•Audio
•Text/photos
Audio
Bo...
• Still to do..
• Audioboo/Soundwave
• Slideshare.
• Social media hacks.
• Q&A
• Breakout quotes.
• Tips
• Odesk.com
• Canva.com
• Utilise # Tracking
• Timing decay
• Reformatting
• Most popular posts
• @ attendees @ sim...
• Demo:
• Google Analytics
• Mail Chimp
• Distribution Workflow
•Social channels
•Prime discussions
• eBook
• Earned media...
Strategy
http://www.verticalmeasures.com
Content
Marketing
Strategy
Strategy
Development
Research
Content
creation
Content...
Further reading
http://www.hubspot.com/inbound-
marketing
http://www.slideshare.net/randfish/p
resentations
Thanks for your time.
Eoin Kennedy,
+ 353 86 8339540
www.congregation.ie
eoin@congregation.ie
www.twitter.com/eoink
www.eo...
Inbound Marketing
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Inbound Marketing

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Inbound marketing workshop covering strategy, content generation, curation, distribution, repurposing and measurement. Also includes a case study on the Congregation.ie content led marketing approach.

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Inbound Marketing

  1. 1. Inbound Marketing Eoin Kennedy 4th February 2015
  2. 2. Eoin Kennedy •20 years communications experience. •Current chair IIA SMWG. •Freelance consultant •Knudger.com & PledgUp.com •PRII, MII, UCD, H Dip. •www.Congregation.ie
  3. 3. Agenda • Introduction • Trends • Audience – Buyer Personas • Channels/Platform • Content Creation – Creation to Calendar • Monitoring • Earned content/PR • Measurement • Congregation Casestudy
  4. 4. Inbound Marketing “Establishing yourself as authority, offering useful advice over time, so you’re the first one they think of when ready to buy.” Sticky Marketing Club Hubspot.com
  5. 5. Inbound • Earns attention • Findability • Draws customers Through • Interesting content
  6. 6. Inbound Themes 1.Content Creation + Distribution. 2.Lifecycle Marketing. 3.Personalisation. 4.Multi-channel. 5.Integration.
  7. 7. Trends •Interruption Marketing Decline. •Brand Journalism. •Paid for Visibility. •X5 Promotional Effort. •Ever Green Content. •Repurposing content. •Content Marketing Cross posting. •Negative SEO and Guest Blogging. •Curation Works. •Social Proof Matters. • Micro Content
  8. 8. Brand Journalism •http://www.coca-colacompany.com •Liftstyle Magazine •Included branded content http://blog.intercom.io/12-steps-to-creating- landing-pages-that-convert/
  9. 9. Repurposing Content •http://www.inthecompanyofhuskies.com/blog/our-news/how-to-save-your- organic-reach-on-facebook/
  10. 10. Why Inbound/Content Marketing Not about selling Helpful & Informative Happy Happy to share/endorse Socially validated Tell your story Drive higher quality traffic Leadership/Authority positioning Relationships built on trust. SEO ranking Builds Loyalty Word of mouth Better Customer understanding Creates connections
  11. 11. Content Marketing is Older than Advertising Photo courtesy of jimduell(CC ShareALike)
  12. 12. In reality its
  13. 13. Storytelling The Boyhood of Raleigh. Sir John Everett Millais
  14. 14. Listening Image: prusamarketing.com
  15. 15. Strategy http://www.verticalmeasures.com Content Marketing Strategy Strategy Development Research Content creation Content Optimisation Content Promotion Content Distribution Link Building Measure Results Agile, Map, Share
  16. 16. Research & comparison Purchase Hubspot.com •Draw them •Become them
  17. 17. Exercise 1 Post up your buyer personas? Ideally a pencil picture and some data from: •Background & Demographics •Goals & Challenges •Quote & Objections •Key concerns •(include groups and likes)
  18. 18. Facebook • 2.3 m Irish FB profiles • 1.7 m mobile • 280 friends average • 120k over last 6 months • 59% • Like 79 average pages. • 70% Irish business. • Monday • T & Cs. IPSOS MRBI
  19. 19. Facebook Newsfeed Algorithm • 7% reached •Alogorithm • Promoted post • Negative Feedback
  20. 20. Twitter * Ipsos MRBI Ref: Eight Twenty Irish Independent •27% •160 tweets •Wednesday •Politics & Sport •10-11pm
  21. 21. LinkedIn • 700K + Irish LinkedIn Profiles • 23% • Linked in growing x3 faster than FB • Average user is 35 to 44 living in Dublin AB social class • Use to grow Twitter
  22. 22. Google+
  23. 23. Flickr & Pix.ie •Photosharing sites •Great for broadening •your digital footprint •Don’t tell. Show. •Great for user generated content which can be reintegrated into your website. Eg. Guinness Storehouse
  24. 24. YouTube Second biggest search engine 1.3 Million Irish users in 2010 400 million views per month Think how you can make sticky video content, eg. Bacardi Ireland
  25. 25. Boards.ie •400k. •Threads & Forums. •Talk to. •Non Commercial. •Transparent.
  26. 26. Boards.ie Suggestions Reviews/Opinions
  27. 27. Facebook, Foursquare & Location •1% Foursquare •Reviews/photos •Reward regular customers •Users recommend according to location
  28. 28. SlideShare • PowerPoint Presentations. • Add key components of release. • Add video, music and photos. • Tell the story. • Share.
  29. 29. Recommendations TripAdvisor & Yelp & Louder Voice Use your fans to tell their friends about how great you are. All about incentivising
  30. 30. Wikipedia • 6th most visited. • 365 million readers • 22 million articles • 100,000 editors • WikiProject Ireland • Search Ranking = Key
  31. 31. Wikipedia
  32. 32. Instagram • Photo sharing service • Chat • Filters & Higher Quality • News engine?
  33. 33. Audio • Audio sharing to podcasting • Hosting, editing
  34. 34. Blogs • Free software & hosting • Leadership • Personality • Search • Central Repository
  35. 35. Live Demo http://eoinkennedy.ie/blog/wp-admin/
  36. 36. Live Demo http://eoinkennedy.ie/blog/wp-admin/
  37. 37. Great Irish Blogs • www.spiderworking.com • Tips • How to guides • Lots of simple multimedia • www.razorsocial.com • Tools expert •Guest blogging/mega group blogs • Auxillary services
  38. 38. Great Irish Blogs • www.wholesome.ie • Lidl advocate • Book published • http://doneganlandscaping.com/blog/ • Publishes actual work • Evolved Podcast • Avid twitter
  39. 39. Blogging Tips •Content length matters •More links, shares, ranks •750 words •Less but quality •Readable.
  40. 40. Blogging Tips •Tools •Analytics http://www.google.com/analytics/ •Domain Authority •Moz http://www.opensiteexplorer.org • https://socialcrawlytics.com •Keyword research •http://tools.seochat.com/tools/related-keywords-tool/
  41. 41. Exercise 2 What platforms work best for your customers? Match to Buyer Persona. What is your domain authority? Find an associated influential blog you could guest post on? Find the keywords for you sector and audience? http://tools.seochat.com/tools/related-keywords-tool/ https://adwords.google.com
  42. 42. Content Brain Storming Ideas •Read books. •Company/Customer Group Brainstorm. •Invest in self-development. •Question basic assumptions. •Take a contrarian view. •Create a story. •Interview others. •Social networking. •Keyword Analysis. •Data driven
  43. 43. Content Marketing Types Formats Types Blog Posts Lists Guest Post How to E-books Curation Email Newsletters FAQs PowerPoint Presentation Data/Stats Podcasts Excerpted Content Standard Videos Newsjacks Micro-videos (Vine) MegaGroups Post Social Media Posts Live Presentations Webinars White Papers Infographics
  44. 44. Exercise 3 Identify 5 sources of content. Identify type content that matches consumers and ability. Match to buyer persona. 10 ideas for things you could post about.
  45. 45. Content Funnel Pitch = idea Planned = date Assigned = who Draft without Image Pending review Final Review Published
  46. 46. Content Calendar http://www.convinceandconvert.com/social-media-strategy/how-to-build-a- content-calendar-plus-a-free-template-for-2014/ http://www.convinceandconvert.com/social-media-strategy/how-to-build- a-content-calendar-plus-a-free-template-for-2014/
  47. 47. Exercise 4 Produce an editorial calendar. Include: •Global events, local events, sector and company. •12 months
  48. 48. Web users scan, they don’t read
  49. 49. How people read websites Jakob Nielsen, F-Shaped Pattern For Reading Web Content. Available from http://www.useit.com/alertbox/reading_pattern.html (19 March 2009)
  50. 50. Writing good content 1 Focused Keywords 2 Open strongly 3 Be lively and entertaining 4 Write well 5 KISS (Keep It Short and Sweet) 6 Think visually 7 Stay current 8 Be accurate 9 Make your content easy to navigate 10 Be paranoid about proofreading 11 Be obsessed with data Pat Wootton, PromptProofing.com
  51. 51. Content – Placement and Length • Place content in a prominent position • Large enough font size to be read easily • People prefer to click, rather than scroll • Keep pages to two screens/scrolls or less • Break content into subsections, and link – but don’t overlink • Align your content left!
  52. 52. Keep a consistent style across your website • Page layout • Images • Navigation • Content Consistent Style
  53. 53. • “Content is king” – as much on-topic and as high quality as possible • Content must be easy to find by users and “search-friendly” (easily indexed) by search engines • Update your content regularly – rankings can change and search engines love fresh content e.g. blogs, guest comments, news stories • Ongoing search engine optimisation is essential Writing Web and SEO friendly content
  54. 54. www.elucidate.ie • Use headings that are descriptive, of 4-8 words • Keep word count short: – 8-20 words per sentence – 3-10 sentences per paragraph – 300-500 words in total • Provide 20 word introduction, if needed • Use bullets, paragraph breaks & • sub-headings • Provide links to internal and external related content pages, especially at the end of an article Rules of Thumb Rutgers, Web Toolkit and Resources – Web Writing Tips. Available from http://toolkit.rutgers.edu/web_writing.shtml (19 March 2009)
  55. 55. Make It Active • Avoid the passive tense • Consider the call to action of the website on all pages • What do you want potential customers to do? • EAT. DO-KNOW-GO
  56. 56. Make It Active Rutgers, Web Toolkit and Resources – Web Writing Tips. Available from http://toolkit.rutgers.edu/web_writing.shtml (19 March 2009) eMail us now versus Contact us by completing the online form available on this site. Book your place versus Contact us by email to book your place now.
  57. 57. Support Assertions With Facts • Just because you believe something is right, don’t assume that everyone else will • Make sure the facts are there • Use imagery to reinforce and entice
  58. 58. • Web is a linking medium: split content into small coherent pieces to avoid scrolling • Make headings brief, break up with subheadings • Use “calls to action”, where possible, to more information or take action • Short paragraphs: – Newspaper: 60 words – Novel: 110 – Web: no more than 50 • Know your audience (consumer and business) and engage with them Some General Guidelines
  59. 59. website content + website code + links to/from other sites = position keywords
  60. 60. Content - Make it Search-Friendly • Include your “have-to-have” keywords a number of times • Include your “good-to-have” keywords a smaller number of times • Try to include a certain percentage of your “nice-to-have” keywords (~75%) • Avoid Flash • Always use good ALT tags for your images
  61. 61. Use Keywords: Page title URL Image alt tags Headings Hyperlinks
  62. 62. Anchor text Search engines put a lot of weight on anchor text, so use keyword phrases accordingly  This is the text that is the clickable part of a link  You should avoid using ‘click here’ type text as it is meaningless to search engines.  Anchor text is useful to both people and search engines, as it tells them what the page they are about to visit is about.  Consider using a use a call to action to encourage users to click a link or button and complete a task.
  63. 63. The Press Release 2.0’d www.wordle.net
  64. 64. Curating Stories. Finding them •Gathering •Comment & share •Add value •Feedly.com
  65. 65. Top 10 Free online tools Spundge (www.spundge.com) Curation Tool • Content Curation • Discover • Curate • Create
  66. 66. Curating Stories. •Storify.com •Curate the story. •Leverage additional commentary. •Collate press clippings. •Track and promote related topics.
  67. 67. Twitter Story Telling
  68. 68. Crowdsourcing/UGC Use your audience as a research group: • Doritos Attack on Westminster • Mountain Dew Dewmocracy Forest Whittaker asked for the next flavour. The winner (called Voltage was unveiled in 2008. •Sugru •Glenisk
  69. 69. More video options. •6 Sec video •Simple operation •No hosting •Social seeding •15 Sec video •Cover frame
  70. 70. Exercise 5 Produce a piece of content as per buyer persona stage. Default: A press release/news article but could be: • Video • Series of tweets – tweet story • Blog post • Photo story – Instagram • Powerpoint presentation (NB – Think buyer persona – write with them in mind.) • Repurpose this content X 3
  71. 71. 10 great monitoring tools 1. Google Analytics 2. Google Keyword Tool 3. Klout (www.klout.com) 4. Social Mention (www.socialmention.com)
  72. 72. Top 10 Free online tools 5. Topsy (www.topsy.com) 6. Boardreader (http://boardreader.com) 7. Postling (www.postling.com) 8. HyperAlerts (www.hyperalerts.no) 10 great monitoring tools 9. Bottlenose (www.bottlenose.com)
  73. 73. Top 10 Free online tools 1. Tweettbinder (www.tweetbinder.com) #Hashtag monitoring 2. Hashtracking (www.Hashtracking.com) 3. Other (www.tweetreach.com)
  74. 74. Measurement •Offer uptake •New contact rate •Page views and traffic •Inbound links •Social media shares •Conversion rates •Email sign ups http://unbounce.com
  75. 75. Exercise 6 How and what will you measure each piece of content. Include indicators. • Sales • Web site traffic • Newsletter signups • Calls to registration desk NB – Think buyer persona – write with them in mind.
  76. 76. • Overview • No advertising support. • Pre/post content •Pre • Imagery • Video • Maps • Meet the venues • 57 posts #cong13 62 #cong14 •Post anatomy. •Imagery •Social Sharing •Mailchimp EDM •Social asset deployment
  77. 77. • During •Vine videos •Google Hangouts •#cong14 Tweets •Foursquare/Swarm
  78. 78. • Post •eBook •Blog & Guest post •Infographic •Video •Audio •Photos & Tagging •Book club
  79. 79. Digital Footprint Expected Unexpected 57 Blogs submissions 27 Audioboos > 2000 & RT Tweets 1 Google Hangout Animated Video Trending 3 video Interviews Curated List.ly 4 Podcasts 60:40% Male/Female 80+ Flickr photos 10+ Blogs 7,000+ Visits Onsite Facebook Comments 20,000 Page Impressions Real World Connection
  80. 80. Reformatting •Photos •Text •Social sharing Blog Post •Photos/text •Infographic •Tables Report •Audio •Text/photos Audio Book • Slideshare • Audiobook • Social hack • Q&A • Testimonials Future content
  81. 81. • Still to do.. • Audioboo/Soundwave • Slideshare. • Social media hacks. • Q&A • Breakout quotes.
  82. 82. • Tips • Odesk.com • Canva.com • Utilise # Tracking • Timing decay • Reformatting • Most popular posts • @ attendees @ similar • Let metrics drive behaviour - timing
  83. 83. • Demo: • Google Analytics • Mail Chimp • Distribution Workflow •Social channels •Prime discussions • eBook • Earned media • Blogger reviews • Topsy •#hashtagtracking
  84. 84. Strategy http://www.verticalmeasures.com Content Marketing Strategy Strategy Development Research Content creation Content Optimisation Content Promotion Content Distribution Link Building Measure Results Agile, Map, Share
  85. 85. Further reading http://www.hubspot.com/inbound- marketing http://www.slideshare.net/randfish/p resentations
  86. 86. Thanks for your time. Eoin Kennedy, + 353 86 8339540 www.congregation.ie eoin@congregation.ie www.twitter.com/eoink www.eoinkennedy.ie Skype: eoin.kennedy.work

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