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Social media marketing

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Social media marketing

  1. 1. Neue Medien/Internet<br />Social Media Marketing<br />
  2. 2. 1. Einleitung<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />2<br />
  3. 3. 2. Was ist Social Media Marketing?<br />2.1 Definition Social Media<br />Interaktion und Kollaboration<br />Dialog statt Monolog<br />Demokratisierung<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />3<br />
  4. 4. 2. Was ist Social Media Marketing?<br />2.2 Bekannte Plattformen<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />4<br />
  5. 5. 2. Was ist Social Media Marketing?<br />2.2 Bekannte Plattformen<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />5<br />
  6. 6. 2. Was ist Social Media Marketing?<br />2.3 Definition Social Media Marketing (SMM)<br />Form des Onlinemarketings<br />Allg. Marketingziele durch Social Media-Engagement erreichen<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />6<br />
  7. 7. 2. Was ist Social Media Marketing?<br />2.4 Nutzen und Ziele von SMM<br /><ul><li>Steigerung der Marken-/Produktbekanntheit
  8. 8. Aufbau, Pflege bzw. Verbesserung des Corporate Images
  9. 9. Kundenneu- oder rückgewinnung
  10. 10. Weiterentwicklung/Verbesserung der Produkte
  11. 11. Recruiting von Mitarbeitern</li></ul>17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />7<br />
  12. 12. 3. Die 5 Schritte zum Social Media Erfolg<br />3.1 Analyse der bisherigen Medien<br />3.1.1 Media-Medien<br />Media Strategie<br />Kosten/ROI<br />cost-of-consumer-acquisition: Kosten die ein Neukunde verursacht<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />8<br />
  13. 13. 3. Die 5 Schritte zum Social Media Erfolg<br />3.1 Analyse der bisherigen Medien<br />3.1.1 Media-Medien<br />Verantwortung des Marketing<br />Demographics/Zielgruppe<br />besseres Verständnis im Gespräch<br />Sinnvoll ?<br />ROI für jede Gruppe<br />Unterkategorien<br />besseres Verständnis die Gruppen über konventionelles Marketing und Social Media Marketing zu erreichen<br />Herausfinden der effektivsten Kommunikation<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />9<br />
  14. 14. 3. Die 5 Schritte zum Social Media Erfolg<br />3.1 Analyse der bisherigen Medien<br />3.1.2 Informationen über das Unternehmen<br />Vom Unternehmen:<br /><ul><li>Kommunikationsstrategie </li></ul>Für jede Demographic:<br /><ul><li>Wesen (persona)
  15. 15. Nachricht
  16. 16. Häufgkeit
  17. 17. call-of-action (zentrale Handlungsanforderung)</li></ul>17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />10<br />
  18. 18. 3. Die 5 Schritte zum Social Media Erfolg<br />3.1 Analyse der bisherigen Medien<br />3.1.3 Case<br />Explodierender Buchverkauf durch LinkedIn<br />Hintergrund<br />Strategie<br />Umsetzung<br />Chance<br />Resultat<br />Gary Unger, Autor<br />Quelle: The Social Media Bible<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />11<br />
  19. 19. 3. Die 5 Schritte zum Social Media Erfolg<br />3.2 The Social Media Trinity<br />3.2.1 Trinity Number ONE<br />Blogs: 5 W‘s<br />Who<br />What<br />Where<br />Why<br />When<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />12<br />
  20. 20. 3. Die 5 Schritte zum Social Media Erfolg<br />3.2 The Social Media Trinity<br />3.2.2 Trinity Number TWO<br />Microblogging (Twitter): 5 W‘s<br />Who<br />What<br />Where<br />Why<br />When<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />13<br />
  21. 21. 3. Die 5 Schritte zum Social Media Erfolg<br />3.2 The Social Media Trinity<br />3.2.3 Trinity Number THREE<br />Social Networks: 5 W‘s<br />Who<br />What<br />Where<br />Why<br />When<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />14<br />
  22. 22. 3. Die 5 Schritte zum Social Media Erfolg<br />3.2 The Social Media Trinity<br />3.2.4 Beispiel<br />Starbucks<br />My Starbucks Idea/ Store Finder<br />Quelle: http://adage.com/article/special-report-digital-alist-2010/digital-a-list-2010-starbucks-brewing-social-media/142202/<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />15<br />
  23. 23. 3. Die 5 Schritte zum Social Media Erfolg<br />3.3 Integration der Strategien<br />3.3.1 Integration der bisherigen Strategie in die Trinity<br />Kombination<br />WICHTIG: Social Media funktioniert nie allein<br />Auswahl<br />WICHTIG : für eine unterschiedliche Nachricht auch ein unterschiedliches Medium<br />Klare individuelle Ziele<br />WICHTIG: nur einen call of Action<br />Qualität beim Inhalt<br />WICHTIG: Die Nachricht sollte trotzdem professionell aussehen<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />16<br />
  24. 24. 3. Die 5 Schritte zum Social Media Erfolg<br />3.3 Integration der Strategien<br />3.3.3 Case<br />Adobe frägt Studenten, „Is it real or fake?“<br />Hintergrund<br />Strategie<br />Umsetzung<br />Chance<br />Resultat<br />Adobe<br />Quelle: The Social Media Bible<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />17<br />
  25. 25. 3. Die 5 Schritte zum Social Media Erfolg<br />3.4 Identify Resources<br />3.4.1 Relevanz<br />Herausfinden des ROI von Social Media<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />18<br />
  26. 26. 3. Die 5 Schritte zum Social Media Erfolg<br />3.4 Identify Resources<br />3.4.2 Reputation Management<br />DONT‘s<br />DO‘s<br /><ul><li>Beteiligung an Gesprächen
  27. 27. gutes Verhalten und entsprechende Sprache
  28. 28. Besänftigung/ Entschärfung on schlechter Presse
  29. 29. Retweet gut Neuigkeiten
  30. 30. Unangebrachte Sprache
  31. 31. Herablassende Behandlung
  32. 32. Schnippisch
  33. 33. Beleidigung des Autors
  34. 34. Löschen eines bösen/ schlechten Kommentars</li></ul>Leser stellt sich auf die Seite des Unternehmens<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />19<br />
  35. 35. 3. Die 5 Schritte zum Social Media Erfolg<br />3.4 Identify Resources<br />3.4.3 In- House oder Out- House<br />Out- House<br />In-House<br /><ul><li>Personal
  36. 36. Betriebsfremde Helfer
  37. 37. Marketing- und PR- Firmen
  38. 38. Berater </li></ul>Überprüfung derer Kompetenz<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />20<br />
  39. 39. 3. Die 5 Schritte zum Social Media Erfolg<br />3.4 Identify Resources<br />3.4.4 Beispiel<br />Nestlé<br />Quelle: http://achinger.com/nestles-facebook-fanpage-entwicklung-einer-krise/<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />21<br />
  40. 40. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Monitoring & Measuring<br />Quelle: http://www.zenithoptimedia.de/?p=109<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />22<br />
  41. 41. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Monitoring<br />3.5.1 Definition<br />Monitoring<br /><ul><li>Prozess des kontinuierlichen und sofortigen Registrierens von Konversationen
  42. 42. Beobachtung und Analyse
  43. 43. Anwendung: Unternehmen, Verbände,politische Parteien</li></ul>Meinungen, Kritik und Anregungen zu Produkten oder Dienstleistungen<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />23<br />
  44. 44. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Monitoring<br />3.5.2 Anwendung<br />KeyWords<br /><ul><li>Durchsuchung: Marken- oder Produktnamen
  45. 45. Ergebnis: Artikel und Nachrichten
  46. 46. Bedeutung: Bedürfnisse und Resonanzen</li></ul>Monitoring wird häufig mit der Begrifflichkeit des „Zuhörens“ verglichen <br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />24<br />
  47. 47. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Monitoring<br />3.5.3 Tools<br />Kostenpflichtig<br />Kostenlos<br /><ul><li>Radian6
  48. 48. Scout Labs
  49. 49. Trackur
  50. 50. Google Alerts
  51. 51. Technorati Search
  52. 52. LinkedIn
  53. 53. Mr Wong usw.</li></ul>Zeitverzögerung<br />Echtzeit<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />25<br />
  54. 54. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Measuring<br />3.5.1 Definition<br />Measuring<br /><ul><li>Prozess ist an einen festgelegten Zeitraum gekoppelt
  55. 55. Artikel werden tabellarisiert und in Datenberichten präsentiert
  56. 56. Datensätze wieder nach Quellen und Datum, den ursprünglichen Nachrichten aufschlüsseln</li></ul>Messgrößen werden in Kennzahlen ausgedrückt <br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />26<br />
  57. 57. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Measuring<br />3.5.3 Tools<br />Kostenpflichtig<br />Kostenlos<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />27<br />
  58. 58. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Measuring<br />3.5.3 Tools<br />Kostenpflichtig<br />Kostenlos<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />28<br />
  59. 59. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Monitoring<br />3.5.3 Tools<br />Kostenpflichtig<br />Kostenlos<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />29<br />
  60. 60. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Measuring<br />3.5.3 Tools<br />Kostenpflichtig<br />Kostenlos<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />30<br />
  61. 61. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Measuring<br />3.5.3 Tools<br />Optimale Messungs-Hilfsmittel<br /><ul><li>Web, BlogPage und Twitter</li></ul>Google Analytics<br /><ul><li>Tweets</li></ul>Seismic Desktop <br /> TweetDeck <br /><ul><li>Video Sharing</li></ul> TubeMogul<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />31<br />
  62. 62. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Measuring<br />3.5.4 Messgrößen<br />Quanititative Messgrößen<br /><ul><li>Ranking in Social Bookmark Services (deliciuos, Mr.Wong)
  63. 63. Listings in Blogrolls
  64. 64. Anzahl von Kommentaren / Abonnenten
  65. 65. Wortbeiträge (Facebook, Twitter, etc.)
  66. 66. Anzahl der Fans (Facebook, VZ, etc.)</li></ul>17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />32<br />
  67. 67. 3. Die 5 Schritte zum Social Media Erfolg<br />3.5 Measuring<br />3.5.4 Messgrößen<br />Qualitative Messgrößen<br /><ul><li>Vernetzung mit anderen (in Twitter, Facebook, VZ, etc.)
  68. 68. Reichweite (PIs, Visits, Unique User, etc.)
  69. 69. Verlinkungen (Trackbacks, klassische Links etc.)</li></ul>Reichweite nicht genau messbar, da Anzahl der Leser unklar ist<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />33<br />
  70. 70. 3. Die 5 Schritte zum Social Media Erfolg<br />3.6 Fazit<br />Quelle: http://www.online-marketing-report.ch/wp-content/uploads/Social-Media-Werbung.jpg<br />Social Media Marketing im Aufwind: Studien belegen, dass Social Media sowohl für Konsumenten als auch für Werbetreibende immer wichtiger wird. <br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />34<br />
  71. 71. 5. Quellen<br />Safko, Lon (2010): The SocialMedia Bible. New Jersey: John Wiley & Sons Inc.<br />Zarella, Dan (2010): Das Social Media Marketing Buch. Köln: O´Reilly Verlag<br />SmashLAB(2008): A Primer in Social Media. Internet<br />http://www.smashlab.com/files/primer_in_social_media.pdf, 01.05.11<br />Hemken, Heiner; Rehberg, Constantin(o.J.): Social Media Marketing (SMM). Internet<br />http://www.seo-united.de/blog/internet/social-media-marketing.htm, 01.05.2011<br />Reich, Thomas; Reich, Anka(o.J.): Social Media. Internet<br />http://consens-law.de/4.html, 10.05.2011<br />IronShark GmbH (o.J.): Social Media Marketing, Internet<br />http://www.ironshark.de/smm.html, 10.05.2011<br />Radespiel, Ulrich (2010): Metriken und Tools. Wie ist Social Media messbar?. Internet<br />http://www.ur-consult.de/news/social mediamessgroessen-messbar/, 12.05.2011<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />35<br />
  72. 72. Vielen Dank für eure Aufmerksamkeit!<br />17.5.11 | Neue Medien/Internet | Referat „Social Media Marketing“ | Stefanie Herrmann, Sina Sommerfeld, Lea-Marie Tröbs<br />36<br />

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