What We’ve Learned: A Round-Up of Tips, Tricks and Tools from Some of the Top Public Relations and Marketing Conferences

November 20, 2013
by Meghann Johnson, Sales Manager, Business Wire Chicago

Curious about SEO in the new age of Google Penguin and Hummingbird? Interested in the very latest content marketing best practices?

We were too, which is why Business Wire recently attended a wave of industry conferences including Search Engine Strategies, PubCon, AdTech and the Internet Summit, all to uncover the latest and greatest tools, tips and techniques for public relations and marketing professionals to meet their business goals.

And even though we learned a lot, there was one discussion on the top of everyone’s mind – how social media engagement impacts SEO. The number one point reiterated at every conference is that while an individual piece of content may no longer generate increased SEO, social media interactions can impact the ease in which content is found. The better the content, the more engagement it receives, the easier it is to be found. The lower the quality of the content, the fewer interactions it receives, the harder it is to be found. It’s that simple.

Below is a cheat sheet we created to help you navigate Facebook, Twitter and Google+.  We also pulled together supporting articles that provide additional insights and tactics you can use.

Facebook

Your target audience should no longer be thought of as “consumers”. Instead, think of them as “participants” in your brand conversation. Courtesy of Daina Middleton http://tinyurl.com/lmtr4m7

Developing brand personas are increasingly popular for marketers who want to better understand their target audience. We love these simple steps from marketing expert Heidi Cohen http://tinyurl.com/nxw6je6

If you’re doing Facebook advertising, focus on the newsfeed ads vs. those on the right-hand rail. These tend to get more click-thrus and engagement. Note: They are more expensive as well, but the pay-off may be worth it for your brand.

With Facebook’s recent algorithum changes users will be introduced to content based on their activities. For example, users who view more photos will be presented with more photos in their newsfeeds. Smart marketers should test different format types to determine which resonate best for their audience.

When adding links to press releases it’s important to practice SEO co-citation, or linking to relevant sites other than your own. This helps your news gain authority as a meaningful resource for more information.

Testing your website? According to Jakob Nelson, just five users can uncover 85% of usability issues http://tinyurl.com/mhr8emm

Twitter

Think visually! @Twitter introduces pictures and videos to the newsfeed http://tinyurl.com/nuzfgyt #contentmarketing #prtips

Journalist can’t cover your story? Send them a pre-scripted Tweet instead! #prtips

Follow weekly #trends on #Twitter to see how your company can participate and engage in the conversation

#Retargeting is important for today’s search-driven society, but ensure you have the right goals in mind http://tinyurl.com/kq76z4j

Marketing on @Twitter? Be sure to check out new lead generation cards to drive users to YOU http://tinyurl.com/qafwzjc

Companies using Twitter will continue to be indexed by search engines, a great plus for gaining more #visibility and #SEO

Good #stat: 50% of retweets occur in first 18 minutes of being published so make sure content is attention-grabbing @MarinSoftware

Google +

Companies who use Google+ will get indexed faster by Google than other social media sites such as Twitter. http://tinyurl.com/p7fhq6g

Adding multimedia to Google+ is a great way to boost visibility and search optimization for content.

YouTube now requires all commenters to have a public Google+ account, weeding out some posters on the popular site and boosting Google+ membership. http://tinyurl.com/kstylq7

Google+ is an inexpensive way to host conversations among audiences and can be recorded for later use.

Even with Google’s recent algorithum changes, press releases can still drive meaningful traffic to a company’s website, blog or social media sites and boost viewership across these channels.

Check out this cool infographic from @Brafton media on how to combat the Google Penguin http://tinyurl.com/qxzpyuw

What do you think of this list?  Was it useful to you? As always, you can contact us directly to learn more about any of these topics, and stay tuned to the BusinessWired blog for other interesting updates.


The German Public Relations Association and FAZ Institute announce PR winners

November 14, 2013
by Seval Dogan, Marketing Coordinator, Business Wire Germany
The FAZ Institute, the German Public Relations Association (DPRG) honored outstanding achievements in PR and communications management.

The FAZ Institute, the German Public Relations Association (DPRG) honored outstanding achievements in PR and communications management.

Business Wire Germany was a proud sponsor at the International German PR Awards ceremony held October 25th in Wiesbaden, the capital of Germany’s Hessen region. The ceremony is an exclusive industry event for PR and communications specialists from German -speaking countries. Four hundred top managers and PR professionals from companies and organizations attended this year’s event. In collaboration with the FAZ Institute, the German Public Relations Association (DPRG) honored outstanding achievements in PR and communications management. This ceremony plays a major role serving as the most important indicator of innovative concepts, campaigns and solutions in the area of strategic communications.

This year, several new trends in the communications industry were identified. Many of the submitted concepts used social media to create customer commitment and loyalty, ultimately leading to better returns  on investments. Social media applications were strategically used to showcase the values of company products and services. Volker Sach, Managing Director of the FAZ Institute, puts it as such: “The jury was impressed by the high number of excellent campaigns that used classic PR tools successfully connected to social media applications.”

Young professionals also put their PR skills, knowledge and innovative ideas to the test, competing for both the prestigious DPRG Junior Award and the Dr. Albert Oeckl Award

The prestigious DPRG Junior Award and the Dr. Albert Oeckl Award

Young professionals also put their PR skills, knowledge and innovative ideas to the test, competing for both the prestigious DPRG Junior Award and the Dr. Albert Oeckl Award. The winners were Franziska Brachvogel and Kristin Siegel, who are currently studying communication management at Leipzig University in Germany. Brachvogel and Siegel successfully combined classic PR tools with social media applications. The primary aim of their concept was to raise awareness and consumer commitment for more environmentally friendly reusable energy consumption. The winners accomplished an innovative communications concept in which social media tools were strategically used to create more transparency through active dialogues with consumers. Brachvogel explains the vision behind the concept: “Communication creates transparency – transparency creates trust.”

It was wonderful to see so many happy winners.  We at Business Wire are thrilled to be a member and sponsor of the German Public Relations Association, a group that strives to create a bigger, brighter future for the communications industry.


Join Tara Atwood and Other IROs at The IR Experience on Oct. 1st

September 12, 2013
guest post by Tara Atwood, Manager, Investor Relations at Time Warner Cable
Tara Atwood, Manager, Investor Relations for Time Warner Cable

Tara Atwood, Manager, Investor Relations for Time Warner Cable

As a fellow IRO, I thought I’d share a few reasons why you should consider attending a very interesting and exclusive new event for investor relations officers.

On Tuesday, October 1st an intimate group of IROs will gather at Blue Water Grill in NYC for what is being called The IR Experience. I just signed on to participate and I want to make sure it’s on your radar as well. In particular, what resonated with me was:

  1. The content. The agenda intrigued me because it included important topics such as career advancement, how to keep tabs on your stock, how to deal with a crisis/activist investor situation, and IR services. The latter is often a subject that is often pushed to the side, but one that takes up so much of an IROs time. Given I’ve spent countless hours evaluating numerous vendors I wanted to help to share some of that knowledge with others, which I will do during a session called “The IR Services Conundrum”.
  2. The format. The emphasis of the day is really focused on sharing our experience as an IRO with each other, and I was pleased to hear that every session is not going to be presented in a panel format. There will also be ample networking opportunities which is appealing to me.
  3. Time invested = time saved. Given the career we’ve chosen, not a day goes by that we have a great deal of time to spare, but I decided to get involved because I felt that taking a day out of my schedule to share my experience and learn more about the latest issues would save me time in the long run. For those coming in from out-of-town, NYC allows you the opportunity to hold strategic meetings with potential investors while you’re in town.
  4. The food. For those who aren’t familiar with Blue Water Grill, it’s a venue that is will allow us to enjoy ourselves while learning, networking and sharing our experiences with each other. The food is notches above what we’re typically used to getting when attending a conference and the menu can be viewed here. There will also be a live jazz band playing during the networking reception to round out the day.

I hope you decide to join me, Adam Townsend from CBS, Hank Diamond from Take-Two Interactive Software, Phil Talamo from UBS, J.T. Farley from ITG, and your other peers on October 1st.

They’re offering a full-registration for only $100 until September 25th if you enter code SAVE100. You can learn more at: www.irexperience.com/register.


Hispanic Heritage Month 2013 – Celebrating the 500 Year History of Latinos in the US

September 6, 2013

by Pilar Portela, Media Relations Supervisor and LatinoWire Media Representative

Last month I attended a screening of Latino Americansa 3 part, 6 hour documentary series made for television for Hispanic Heritage Month, along with a signing of the companion book Latino Americans: The 500-Year Legacy That Shaped a Nation at the Excellence in Journalism 2013 conference in Anaheim, California. Ray Suarez, PBS Newshour Senior Correspondent and author of the Latino Americans companion book;  and actor Benjamin Bratt, who narrates the documentary series, were on hand to discuss the project.

Ray Suarez and Pilar Portela

Latino Americans author Ray Suarez and Business Wire’s Pilar Portela

When asked why he became involved with the project, Ray Suarez shared:

I think the general audience will come away from reading the book, or listening to the audio book, and watching the TV series, with a much better grasp of American history, not just Latino history. I think Latino readers and viewers will understand not only their own family’s history better, but those of the other countries and cultures that have contributed to this `Latino moment’.

Latino Americans  chronicles the rich and diverse 500 year history of Latinos in the United States. It covers everything from expansionism to the Wild West to World War II to the Great Depression to the Civil Rights movement. But immigration is at the heart of the series that has affected and continues to affect the Latino American experience. Featured in the series are entertainer Rita Moreno; labor leader and 2012 Presidential Medal of Freedom recipient Dolores Huerta; Mexican-American author and commentator Linda Chávez; Cuban singer and entrepreneur Gloria Estefan; and Univision Network Anchor María Elena Salinas, among others.

Neyda Martinez, PBS/WETA’s National Engagement Consultant for Latino Americans said, “This project has afforded me the pleasure to have conversations with national, regional and local leaders to develop partnerships on behalf of the series. What’s most exciting to me about this series is the impact it can have on young people for years to come.

“It’s very bold of PBS to roll out the series with the statement, ‘Latino American History is American History,’ and I love it!” continued Martinez:

“We’re not a boom, we’re not a fad, we’re not a trend. We’ve always been here, as University of Arizona Professor Roberto Rodriguez will explain in his blog piece. We’re a diverse people connected through history, culture and language redefining and reclaiming our place in a complicated contemporary world. In talking with educators and leaders around the country there’s renewed confidence and hope. We are here. We are today. We are tomorrow. It’s a very exciting time for our community. This series, in many ways, fits in to the cultural zeitgeist of the day.”

Benjamin Bratt & Pilar Portela

Actor Benjamin Bratt and Pilar Portela

The special documentary will air during Hispanic Heritage Month 2013 (September 15-October 15) on Tuesdays: September 17, September 24, and Oct. 1 at 8:00 PM ET on PBS. It will also broadcast nationally on Vme, the Spanish-language channel on public television, over six consecutive Fridays beginning on September 20.

The companion book, Latino Americans: The 500-Year Legacy That Shaped a Nation is published by Penguin/Celebra and is now available in English and Spanish and as an eBook.

LatinoWire reaches influential Hispanic bloggers, decision-makers and more than 1,200 US-Hispanic newsrooms in both Spanish and English. Click here for more information on LatinoWire and media reach.


Greater Fort Lauderdale PRSA Sunshine Conference 2013 Making Waves: PR in a Sea of Change

August 19, 2013
by Julia Sotelo, Client Services Representative, Business Wire/Miami
and Janice Essick, Regional Manager, Business Wire/Miami

Business Wire was recently a top sponsor of this informative annual event held Friday, August 2nd at Fort Lauderdale Beach’s beautiful W hotel; and the opening speaker, Ron Magill, Communications Director of ZooMiami, did not disappoint. He gave an incredible and moving presentation regarding his experiences over his 30 year career with the Zoo. The highlights from his presentation are numerous, but here is an abridged list of what he thinks has made District_Logohim so successful in PR:

  • Believe in what you’re doing.
  • It’s all about relationships you have.
  • Don’t take yourself too seriously.
  • Appeal to your audience; don’t be afraid to take risks.
  • When negative things happen, be proactive as soon as possible – do not wait.
  • Partnerships.

Choosing which breakout session to attend was not easy, but selecting “Visual Storytelling and the New Reality of Content Marketing,” presented by speaker Mike Bako, Marketing Manager and Broadcast Journalist of DS Simon, was very interesting and some takeaways are shared below:

  • 95% of TV stations are using outside video.
  • Media points are using social media networks more and more to find leads on content to cover:
    • 85% of TV stations
    • 76% of radio stations
    • 74% of magazines
  • Creating branded, expert-specific videos is an extremely good idea in today’s market.
  • YouTube is an extremely important tool for media; now it’s not just for sharing funny cat videos or someone falling off a skateboard.
  • Examples of using the right spokesperson for your brand, even when it’s an unlikely connection:
    • Deion Branch (professional football player) for Lactaid
    • Newscaster and his son for Legoland USA
    • Mommy blogger for Nintendo
  • Video use on Instagram and Vine for companies to create Brand Recognition:
    • Lowe’s is a brand who has been able to successfully use Vine.
    • Brands are trying to leverage the new apps targeting teens because in a few years they will have the buying power.
  • Video can also be used for internal communications  as well.

Lainey Garcia, Manager of External Communications for McDonald’s Corporation, spoke on “How McDonald’s Approaches Social Media in a Changing PR Climate.” She opened the session with a great story about a tweet sent out by “Millennial Mom” regarding her very unhappy 8-year old son who received the girl’s toy in his happy meal instead of the boy’s toy. The McDonald’s Twitter Team immediately saw this tweet and contacted the mom, rectifying the error by sending the correct toy. This particular mom was a very well-known mommy blogger; had this not been seen and dealt with swiftly, Lainey suggests the consequences of not reacting quickly could have included the viral effect from the Millennial Mom’s social network.  Here are some other helpful tips from this session:

  • Food is the single most talked about item on social media.
  • Using another brand to capture positive social media exposure that will be shared with thousands to millions of followers – illustrated by the Mindy Kaling birthday situation:
    •  Mindy tweeted a picture to McDonald’s of a birthday gift she received from Wendy’s.
    •  The McDonald’s Twitter team saw the tweet, quickly researched what Mindy liked and had a package of gourmet cupcakes sent to her.
    • The Twitter team was able to initiate and execute all of this within 7 hours of seeing the tweet.
    • Mindy followed up with a tweet saying: “Best day-after-birthday ever. Nice move McDonalds.  WE’RE lovin’ it.”

The keynote speaker, Mickey Nall, Chairman and CEO of PRSA, gave some great insights on working with millennials and gave us an overview of the changes and progression within the PR industry:

  • Working with Millennials – 4 Big Opportunities
  1. Focus on Reputation
    1. We are brand ambassadors; that is why it is important to work for a company that you admire and has a good CSR effort.
    2. Reputation matters – we own the reputation (not the brand).
  2. Create your own Content
    1. Content is really just another word for writing.
    2. Call it a media release, NOT a press release.
  3. Become a Story Teller
    1. The ‘Showing’ and ‘Telling’ in creating effective narratives.
    2. Get to the heart of the story.
    3. Make the abstract concrete so the audience gets it.
    4. Graphics are more effective to deliver a message.
  4. Employees Become Advocates
    1. Best Buy is a brand that strongly encourages its employees to tweet during their work day.

Laura Stephens, Public Relations Specialist, and Joshua Glanzer, Director of Public Relations for Lynn University, discussed during the final general session their hosting of a Presidential Debate.   Some highlights include the following:

  • Two part strategy for hosting a Presidential Debate
  • PR campaign (1 year)
    • Never assume or say it’s just two candidates.
    • Lynn made t-shirts that had the slogan “We’ve never heard of you either,” poking fun at the fact that most people hadn’t heard of the very small private university.
  • Managing the event (4-5 days)
    • Valuable experience for the university’s international students (Lynn is ranked as #4 for international students) because it provided a front row seat to American democracy at work.
    • Google provided an online street view when they were coordinating where stages were going to be built for big name TV stations like CNN.
    • Over 4,000 journalists attended the event.
    • Google “Hangouts” were held and Google promoted them for the University.
    • A social media lounge was created and the 15 student story teller volunteers went there and shared their stories via their personally preferred platforms.
    • Twitter and Google came to hang out in the lounge as well.
  • Total Cost $4.9 million (actual capital outlay was $2.7 million) = $63 million in ad equivalency.
  • Over 33,000 news stories were written:
    • Facebook impressions jumped from 86,579 to over 934,000.
    • Lynn became a trending topic, which isn’t something that can ever be paid for.
  • Key Takeaways:
    • Set realistic goals.
    • Focus and simplify.
    • Always tell your story.

Opening the second day at the conference was Virgil Scudder, President of Virgil Scudder & Associates, a 35+ year PR expert:  Lessons from the Trenches

Virgil Scudder Book Signing PRSA FL 2013_1

Key points to remember:

  • “Communication is not what you say or know, it’s what the other side takes away.”
  • 4 C’s = clear, concise, credible, confident.
  • Never use a big word when a small one will do.
  • Create positive interview capabilities.
  • Draft a checklist for what might be needed to handle an immediate crisis.
  • Have and share ideas.
  • Be nice, humble and a good listener.
  • Share credit and accept blame.
  • Outwork your competitor.

Listening to the last speakers of the conference was insightful and entertaining, while delivering two unique perspectives on reaching a Latin American audience with extremely different budgets:

Bea Garcia, Director of Media Relations, Deutsche Post /DHL

DHL handles all international transport except domestic here in the U.S.?  Their corporate communications strategy between a 3-person team consists of the following:

  • Sharing Globally; Adapted Regionally; Executed Locally
  • Partnering with SMEs (small/medium enterprises) to reach Latin American market, she grants one-on-one interviews with their CEO and shares studies of success stories with SMEs that use DHL in those markets.

Miguel Angel Oliva, VP for Public Relations & Corporate Affairs/HBO Latin America

Miguel talks about his unlimited budget and independence of marketing department to report directly to President and talks about his goal of achieving “critically acclaimed” using his PR / corporate communications strategy.  Large press tours using Latin American venues and sharing a slide show of the 2011 – 43 press tours.  77 tours in 2012, 83 expected in 2013 assist in achieving their corporate communications annual initiatives.

It was another informative PRSA Sunshine District conference that we are proud to support!


All About the Midwest Investment Conference

August 14, 2013
guest post by James M. Bailey, CFA, Vice President, Manager of Derivatives & Innovation at PNC and Chairperson of the Midwest Investment Conference Committee
James M. Bailey

James M. Bailey

The city of Cleveland will proudly play host to public-company executives, institutional investors and industry analysts from around the region on Nov. 19, 2013, all of whom will be participating in CFA Society Cleveland’s inaugural Midwest Investment Conference (MIC).

MIC presents a unique opportunity for public issuers and qualified institutional investors to engage in an open, no-strings-attached setting and will take place at the newly opened Cleveland Convention Center.

The conference will include presentations from issuers located throughout the Midwest and feature at least two tracks of industrial and materials companies. Those currently registered to attend include:

Investors and analysts will have the opportunity to request one-on-one meetings with management teams, as space and time permit, and sponsors enjoy the benefits of increased visibility among a highly respected audience of decision makers.

Special thanks to those supporting the conference:

Presentation slots and sponsorship opportunities are still available. For general inquiries or more information about attending, presenting or sponsoring, please go to: www.midwestinvestmentconference.org, email us at admin@go2mic.org, or call us at 216-696-8066.


PRWeek 2013: PESO Principles – Register for Less!

August 7, 2013

250x180peso13-spons_368016Business Wire is proud to be a sponsor and exhibitor for the upcoming 2013 PRWeek conference. This year’s theme is PESO, the fast-evolving mix of Paid, Earned, Shared, and Owned media that is driving an increasingly integrated and convergent communications landscape. The old definitions of marketing and PR are being torn up as clients build their reputations through storytelling, content, and sharing.

Event details

When: Tuesday, September 17
Where: Convene (formerly The Sentry Centers), 730 3rd Avenue, New York, 10017
Time: 8.15am – 6.30pm (6.30pm-9.00pm is the 40 Under 40 Dinner)

Featured Speakers

Jeff Jones, CMO of Target; Simon Sproule, head of global marcomms at Nissan; and News Corporation strategy guru Raju Narisetti head a stellar lineup of C-suite executives and agency thought leaders to lead a conversation about paid, earned, shared, and owned media and how to maximize this mix to supercharge your brand, corporation, or organization. You will hear from cutting-edge experts, immerse yourself in best practice, and make vital connections in a program that mixes practical workshops, interactivity, blitz talks, onsite social media, and networking with thought-provoking keynotes and panel discussions.

Interested in attending? You can save $200 off the $795 conference registration price by registering today, and using the promo code BW200 at checkout. To register, visit https://www.etouches.com/ereg/newreg.php?eventid=61096 .

We look forward to seeing you there!


Business Wire Los Angeles Co-Sponsors PR Panel, “Leveraging Storytelling to Transform Prospects into Clients”

July 19, 2013
By Warner Boutin and Fred Godlash

Business Wire recently co-sponsored a PR panel discussion hosted by Media Leaders at co-working space Cross Campus LA.

Media Leaders’ host Josh Ochs fielded questions to a panel of agency experts including:

Leveraging Storytelling

The PR gurus discussed client acquisition strategies, content marketing tactics, digital technology, managing competition and lessons learned along the way.

On embracing digital technology & the integrated communications approach, Chris Baccus touched on Golin Harris’s “G4” model, which merges four expertise areas into one entity.

Apryl DeLancey discussed ways in which her agency, Blaze PR, tackles a collaborative approach when handling clients. First and foremost, “Get over yourself, and focus on helping the team/client project,” said DeLancey.

On leveraging new media, Kim Koury’s crew at Spin PR Group harnessed news buzz surrounding the 405 freeway closure, known as “Carmageddon,” housing a live tweeting event/ party.  Their publicity efforts turned a potentially disastrous PR project into a positive experience,  garnering global media attention.

Adler Integrated’s Kyra Reed tapped social media to maximize local marketing efforts  surrounding  their client, iconic music venue The Roxy, setting the table for the Sunset Strip Music Festival ,  now in its 6th year .

Chad Bennett with Populus Brands focused on consumer brand building. “[You have to] leverage the story across TV, digital, film platforms to really build the brand, not just content,” said Bennett.

On amplifying their clients’ earned media messaging consistent with paid and owned media silos, the panelists agreed on crafting the messaging early and being authentic.

Business Wire’s Warner Boutin shared a few press release SEO headline tips. “Lose the prepositions and adverbs.  Turns out search bots also value active AP style  voice, ” said Boutin.

Sponsors led a live twitter contest, awarding winners with travel discount cards (Uber) and Google Analytic s promo cards (Business Wire).

Additional sponsors included Chipotle Mexican Grill, who provided a much appreciated couple of boxes full of burritos.

See a video recap of the panel and a Storify collection of tweets here.

Thanks also to event hosts Minling Chuang, Chief JOYCoach, {the JOY depot}; and Brian MacMahon, Founder , Your Office Agent.


Business Wire at IABC & PRSA Digital Impact

June 21, 2013

The 2013 IABC World Conference begins this Sunday, June 23 in NYC and Business Wire will be there, showing you our latest innovations in press release delivery and demonstrating our online newsroom platform with simultaneous delivery, integrated multimedia, superior social media capabilities and more. Visit us at booth #101.

Then, on June 27-28 is the PRSA 2013 Digital Impact Conference and, as always, Business Wire will be there. Come visit us in the exhibitor area in between sessions.

We look forward to seeing you in NYC!


Is Content Marketing + Social Media the New PR?

June 18, 2013
by Pilar Portela, Media Relations Supervisor, Business Wire/Florida
Pilar Portela

Pilar Portela, West Media Relations Supervisor, Ethnic Media Circuits

Content marketing and social media marketing are on the minds of everyone in PR, marketing and connected industries these days. They’ve changed the rules for everyone, including public and media relations practitioners.

Beginning June 27, Webdirexion will be hosting a series of live panels where you can listen to industry experts discuss social media strategies and ask them questions. The first session, “Content Marketing + Social Media Marketing = The New PR?” will cover how PR tactics are changing and how reaching journalists has become a whole new ballgame. The panelists for this session are:

  • Carri Bugby, Founder – Big Deal PR, and Social Media Consultant
  • Lori Weaver, Owner – Lexington Business Media
  • Pilar Portela,  Media Relations Supervisor for Business Wire

Each panelist will share their content and social media marketing tips, and discuss tactics to reach and influence the media. This free session will be live streamed . For more information and to register go to: http://webdirexion.com/webdxsocial

The other free Webdirexion “Social Strategies” sessions will be held on the last Thursdays in July and August, 2013 at 10am PST/1pm PST. The sessions will be available via a streamed Google+ Hangout; and Webdirexion will award prizes to participants who ask the best questions of each panel.


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