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  • 19 Sep 2017 1:59 PM | Kathy Doering (Administrator)

    What is Twitter for Customer Service?

    By @sarapics

    Monday, 19 September 2016 


    Twitter is the first place people go to for customer service. Sometimes it’s about having complaints addressed and questions answered, and other times it’s about saying thank you for great service or getting help with a really pressing issue.

    Twitter has changed the dynamics of customer service by not only encouraging interaction, but by enabling brands and customers to quickly connect –– often with hilarious results. To find out more about, Research Now conducted research on behalf of Twitter that looked into the reasons for all of this as well as the impact on brands.

    Customer service is now 1:Many

    Our research found that 61% of Twitter UK users surveyed admit that the public nature of Twitter affects what they Tweet about brands. For users, Twitter feels like the right environment to discuss customer service queries with brands. And not only with brands, but with other customers who may be experiencing similar issues. It’s an example of how Twitter transforms the customer service experience from a 1:1 interaction to a 1:many.

    Customer Service on Twitter and the impact on brands

    Customer service by industry

    What makes customer service on Twitter so widespread is that it is used by brands from all sectors. From finance, to retail, travel and telecoms. However, there are some sectors that are more active than others. Our research found that users are most likely to use Twitter as a customer service channel for retail and travel.

    As many as 40% of those who had recently used the platform for customer service had done so for retail; 33% for travel and 28% for telecoms.

    Another study we ran in conjunction with TNS explored the impact of customer service on Twitter for telco brands. Unsurprisingly, those who had a response from a brand had almost 3x higher brand preference than those who hadn’t and were also more likely to recommend that telco brand.

    For telco brands, customer service interactions are an opportunity to strengthen relationships with their customers. As many as 42% of telco Tweets consisted of requests for more information or questions, representing a key moment for brands to strengthen ties with their customers. A further 27% Tweeted at telco brands to extend, alter or sign a contract with them(2).

    Speed, friendliness and personalisation

    What users really want from a customer service interaction on Twitter is their problem solved. And the great thing is that Twitter is very good at making this happen. As many as 83% of those who used Twitter for customer service said their issue was addressed and fixed(3).

    Twitter is about what’s happening now. That means when it comes to customer service, users expect brands to respond quickly. Our research found that 24% of users ranked speed as the most important attribute for customer service on Twitter, while a quarter agreed that it’s important(4).

    We found that 71% of Twitter users expect a brand to respond to their query within an hour of Tweeting. For many companies that is not proving an issue. Our study showed that 63% of users who Tweeted a brand about customer service had a response within an hour. In fact, over a third of them had a response within 30 mins(5).

    Overall, 80% of those who used Twitter for customer service were responded to, and in fact 80% were satisfied with the customer experience on Twitter(6).

    Other important factors cited by users were when it comes to customer service on Twitter are friendliness and personalisation. When brands build this into their Twitter customer service, the results are often positive.

    Why customer service on Twitter is so important for brands

    How brands perform on Twitter impacts how users feel about them. Two thirds of users say their opinion of a brand would be improved if that brand responded to a Tweet(7).

    For brands, the dividends of delivering great customer service on Twitter can be really valuable. It drives and builds customer loyalty. Our study found that 96% of users who turned to Twitter for customer service and had a friendly experience with a brand would buy from that brand again.

    Equally important, an impressive 83% of them would recommend that brand to others. We see a similar impact when it comes to personalisation too.

    Those figures show how great customer service can contribute to the bottom line. This is borne out by a recent study we conducted in the US, which found that customers were willing to pay nearly $20 more to travel with an airline that had responded to their Tweet in under six minutes. When they got a response over 67 minutes after their Tweet, they would only pay $2 more to fly with that airline(8).

    Customer Service on Twitter and the impact on brands

  • 15 Sep 2017 10:57 AM | Kathy Doering (Administrator)

    Case Study: 

    Hot Toys for the 2017 Holiday 

    Objective: Determine what toys are being talked about the most in social media for the upcoming holiday season. 

    1. Set up the topic: How you set the topic up is very important and will determine the amount of time you will be devoting to harvesting the data. Every monitoring software platform is a little different. If possible, run the topic through multiple platforms and use different keyword variations. 

    2. Set a start date & end date: running a topic over time is ideal because you won't miss anything as the software gathers the data day in and day out. You may be able to identify significant trends that change over the course of the study.

    3. Organize the data: The software intelligence has the ability to begin this work for you and it tends to be 70%-80% accurate (Digital-MR). Tone, sarcasm, and colloquialisms all play an important role. The data is coming in from all sources as well, from Tweets to blog posts. Word Cloud top themes is a great place to start.

    4. Interpreting  the data: How should the data be quantified? Should an influencer's opinion carry more weight than the average person? For our study, a power house retailer dominated the online discussion by publishing results from a research study using children as participants. In many ways they set the tone for what is being discussed at this point of the study (September).  Will that continue a month from now? 

    5. Action the data: The data has been gathered, harvested and interpretation. Next it needs to be measured against the objective of the study. Consider how this data ties into other data streams within the company. Social Media data and brand perception is changing all the time. For best results this should not be used as a one time study. Incorporating social media research into your other methods is advised for optimal results. 

  • 13 Sep 2017 10:06 AM | Kathy Doering (Administrator)

    Social media easy as 1-2-3

     By: Marianne Hynd, VP of Ann Michaels & Associates, Ltd. 

    Customer feedback programs can be an incredibly useful tool to help businesses maintain a strong customer experience. But, if it’s not used properly, then you’re not getting the information you need & you may not realize that.

    In the past, gauging the effectiveness of a customer feedback program was more difficult; can you be sure you’re asking the right questions, getting feedback on what’s important to shoppers? It was a lot of trial & error, and looking for trends in open ended responses.

    Now, social media is here, and there are some easy ways to make this more manageable.

    If you are not monitoring social media, and by this I mean social media that is outside of your company run social sites, you probably should as soon as possible.


    Well, for starters, you’re missing an entire conversation about your brand, products, and services. But, also important is the fact that there’s an entire segment of uncensored, unstructured feedback that is waiting out there that you can use to your benefit. You can take this data as use it as another piece of the customer feedback program and you can also use it to gauge the success of your traditional feedback survey. Are you asking the right questions? Are the scores you receive relevant and reflective of general customer satisfaction across the board? These are all questions that can be answered.
    Below are three tips on how to use social media data to your advantage as it relates to your feedback program:

    Use social media as a supplementary feedback channel. The more data you can get, the better. Using social media conversations is inexpensive and provides a wide range of feedback. What’s great about it is the fact that it’s people talking to other people rather than responding to a feedback survey. Why is this great? Simply put, people tend to be more open with their thoughts when talking with friends vs directly to the company. Additionally, if people are responding to a feedback survey, they are focused on providing feedback specific to the questions you’re asking. In social media, it’s more of a free range of thought, so you’re likely to get feedback about aspects of the experience that are not captured on a feedback survey.

    You can monitor social media in a few different ways; one is to make use of the monitoring features in your marketing platform. These days, most have an incoming monitoring component. Another option is to make use of a social media management service – this is a more high level approach, but one that can give you deeper content collection along with a variety of analytical reports to make sense of the conversations that are happening online.


    Compare unstructured feedback sentiment to your current program. Sentiment can be tricky in social media, as most programs are still using a basic sentiment analysis. As more and more turn to natural language processing, sentiment values will be more accurate. However, even with a basic sentiment analysis, manual analysis can be done. This is a benefit of using a social media management service – sentiment is manually set to ensure that the results are accurate.

    Take a look at your positive/neutral/negative ratio of comments in social media and compare to your feedback program results. Are they similar? If not, you may want to look at what you’re asking for feedback about. If, for example, your feedback scores are high/positive while social media shows more negative commentary, take a look at why that may be happening – are you not asking the right questions (ie social conversations show dissatisfaction with a particular aspect of your ordering process yet you don’t ask questions on your feedback survey about this), or are results of your feedback program not as accurate based on who you’re sending the survey to? Or, are people being incentivized a certain way, maybe for providing good feedback, so what they’re providing in terms of feedback is more positive than it might be if they were not incentivized? If the results vary between feedback and social media, some reflection may be needed.


    Find out if you’re asking the right questions & getting the right feedback to be successful. Similar to the point above, use social media data to find out what pains your customers; are they expressing dissatisfaction in an area that you’re not asking about in a feedback survey?

    One example may be a restaurant. In monitoring social media, they may find that customers are saying the wait times in the drive thru are too long, but your feedback survey isn’t asking customers about their wait. This may be a good opportunity to incorporate a relevant question and collect some data from customers at the point of sale to see if there in fact may be a bigger issue at stake.

    By looking for themes within your social monitoring program, you can find out what customers really like (and dislike) and enhance your feedback survey to capture the most relevant data possible.


    Both traditional feedback and social media monitoring are valuable channels for customer communication and satisfaction monitoring, and using both to complement each other will not only help your brand grow and strengthen its customer experience, but it will also provide you with ways to really listen to your customers and show that you are invested in them.

  • 12 Sep 2017 2:30 PM | Kathy Doering (Administrator)

    More and more people are looking at social networks to get their news. 


    As of August 2017, two-thirds (67%) of Americans report that they get at least some of their news on social media – with two-in-ten doing so often, social mediaaccording to a new survey from Pew Research Center. This is a modest increase since early 2016, when (during the height of the presidential primaries) 62% of U.S. adults reported getting news from social media. While a small increase overall, this growth is driven by more substantial increases among Americans who are older, less educated, and nonwhite. This study is based on a survey conducted August 8-21, 2017, with 4,971 U.S. adults who are members of Pew Research Center’s nationally representative American Trends Panel.

    Demographics of social media news consumers

    There are some key differences in the demographic makeup of each site’s news users. Instagram and Snapchat news consumers are considerably more likely to be nonwhite and younger. Twitter and LinkedIn have the largest share of college graduates among their news users – 59% of LinkedIn’s news users have college degrees, as do 45% of Twitter’s news users. The news user bases of the two largest sites – Facebook and YouTube – include more older Americans than those of smaller sites such as Instagram and Snapchat.

    social media research Snapchat has by far the youngest group of news users – 82% are ages 18-29. While Facebook and YouTube are still the most popular among this age group for news overall, the makeup of the app’s news audience means that about one-in-five (21%) 18- to 29-year-olds now get news on Snapchat.

    Many social media news consumers still get news from more traditional platforms

    Getting news on social media doesn’t mean that other more traditional pathways to news are ignored. Many social media news users also get news from a variety of other platforms, although there are some differences among the users of the various sites. Twitter news users, for example, are more likely to also often get news via news websites and apps than Facebook or YouTube news users. Facebook news users are more likely to often get news from local TV than those on YouTube, Twitter and Snapchat.

    Read full article here.

  • 6 Sep 2017 12:24 PM | Kathy Doering (Administrator)

    Posted on September 1, 2017 by eChatter

    If you’re scratching your head wondering if this is yet another social site to keep track of, don’t worry, it’s not. Well, not really.

    Finsta is just another way teens and young adults are getting around public social sites. Finsta is simply another name for “fake Instagram.” Basically, this is a second Instagram account people (usually the younger set) will create with a name that’s not easily identifiable where they typically post things that they wouldn’t want Grandma or Aunt Sally to see.

    Is it a bad thing? Not necessarily. Some teens create finsta accounts simply to post things they don’t want their parents to see, or pictures that are not filtered and “at their best” but they hold some humorous value they want to share with a select few, but it may not be risque or “sketchy” posts. In other cases, it can be used for less than desired activities, such as posting racier pictures or sharing risky behavior, or, even worse, being used to harass someone online.

    To get a better sense of understanding why some choose to “finsta”, you may want to read this insightful article written by a teen that talks about why they choose to create finsta accounts.

    How do you know if your teen has a finsta? There may be a few ways to find out:

    • Take a look at their followers: often times teens will follow their finsta account and won’t be as creative as they think they are with a user name for the fake account. One example would be a girl named Julia Luckett creating a finsta user name of JulieInABucket. Other times they will use a picture of themselves as the profile picture on their fake account.
    • If they’re a younger teen, take a look at their Instagram account on their phone. Most times, since Instagram allows multiple accounts to be created, the teen will simply create a second account under the same email and/or mobile number. In this case, if you look at their user name at the top of the page, you’ll see an arrow next to it – that can be used to see if there are multiple accounts created. If your teen is more savvy, they may create a second account with a “throwaway” Gmail account that you may or may not be aware of. In this case, it may be more difficult to ascertain their finsta account.


    • If you use a regular social monitoring service, be sure to include all known email addresses and phone numbers. Don’t forget to include old email addresses, school email addresses, land lines, and all cell phone numbers (even old ones). Providing this information when using a social media monitoring service will be helpful in identifying all social accounts for your teens.

    Not only does social media change constantly, but so do the way teens use it (and find workarounds in using it in different ways). It can be challenging to keep up with, but worth it in so many ways. While finsta is fairly new, it won’t be long before the next new site or way to use a site pops up. When it does, we’ll be here to tell you about it.

    Visit to monitor you or your child's online presence in social media and on the web. 

  • 24 Aug 2017 2:46 PM | Kathy Doering (Administrator)

    Michalis A. Michael 

    Images are t

    By: Michalis A. Michael, CEO at DigitalMR Ltd,  

    “A picture is worth a thousand words” is an old adage that holds true today just as it did in 1911 when it was coined. Perhaps even more so today as according to Twitter: 77% of all tweets about soft drinks do not include any textual reference to this subject; an image makes whatever point the author wants to make instead.

    There are over 1,000 social media monitoring tools out there which use text analytics to analyse social media posts; if the soft drink statistic above is true for all products, then these tools are failing their users - the marketing professionals.

    DigitalMR was lucky enough to be the recipient of a grant from Innovate UK that allowed some of its team members to focus on R&D for 16 months and produce a solution - "DEEPTHEME" - to this obvious gap in the market of social media listening and analytics; a neural network with tens of layers that takes pixels as input and produces a caption in the form of a proper sentence, essentially describing what an image is about. I will be a pompous "a.." and say that object recognition (e.g. a brand logo) is fairly easy compared to the degree of difficulty of using "Deep Learning" (=neural networks with more than 4 layers) to produce a sentence that makes sense with pixels as the only input; this is the type of AI that brings us closer to Strong AI (Strong AI's goal is to develop artificial intelligence to the point where the machine's intellectual capability is functionally equal to a human's.

    I will outline the most common market research use case in some detail using a hypothetical scenario:

    • we harvested 20 million posts about a product category from the past 12 months in Mandarin in order to carry out sentiment and semantic analysis and enhance a brand health tracking survey that a blue chip multinational runs in China. The monthly tracker includes 1000 survey responses every month.
    • in the 20 million posts from multiple social media and other public websites including reviews on e-commerce sites, there are about 10 million images.
    • a regular text analytics tool would only be able to analyse the text in the posts - assuming it can analyse Mandarin in the first place - and would deliver a report in the form of a dashboard with a questionable accuracy (not many marketers think to ask the question: what is your tool's sentiment and semantic accuracy? They end up with less than 50% accuracy)
    • in the 10 million posts with text they discover that the discussion drivers are price and customer service complaints. Had they been able to analyse the 10 million images as well they would discover that product users like to show off the product while they are having fun with friends, on vacation and generally during their social time.
    • Thankfully DEEPTHEME produced the Magic Captioner ( which turns the images to full sentences about the occasion of product usage. These sentences can be analysed for topics, sub-topics and attributes of conversations like any other post with text. The probability to discover valuable customer insights is now at least double, if not more. It is still a young A.I. - only 3 months old - and it appreciates any education you can provide as it trains itself based on your feedback. Try it out with your phone camera.

    If a picture is worth a thousand words then 10 million of them are worth one billion!! DEEPTHEME and Magic Captioner only caption a picture with 10-20 words but then again genius is in simplifying concepts, boiling them down to the essence. If you don't believe me here are some references for you, feel free to reach out to them, see if they agree....

    "Hearing something a hundred times isn't better than seeing it once" Confucius
    "One showing is worth a hundred sayings" Watt
    "Use a picture. It's worth a thousand words." 1911 Flanders
    "One Look Is Worth A Thousand Words" 1913 Piqua Ohio and 1921 Barnard

  • 22 Aug 2017 12:53 PM | Kathy Doering (Administrator)

    By: Marianne Hynd


    Stitchfix is a site that’s been gaining traction, likely in part because it’s convenient to use and because it’s a truly personalized experience. Their tag line is “Where fashion and data collide” and rightfully so.


    Here’s how it works: you fill out a personal profile in which the company asks several questions to get to know you and your preferences better. The questions range from asking about body type (height and weight, as well as arm/torso length, and how clothes typically fit you) to style and color preferences. It’s pretty detailed. Once you complete the detailed survey, you then select a schedule in which you will receive clothing items based on your responses (you can choose as frequently as a few times per month to quarterly if you’d like). You pay a $20 styling fee and schedule your first delivery date. You’re all finished!


    From there, the clothing arrives on the scheduled date, and you can look at what you received and choose to keep it or not. If you keep any of the items, the $20 styling fee you paid will count toward the purchase of the items you choose to keep.

    I can see why people like it – it’s easy, you receive outfit items on a regular basis, and you don’t have to think about it.

    The best part though? At the end of the detailed survey, customers are invited to share social media user names (not passwords, just names) if you’d like so that the personal stylists can view them to get to know you even better. And, to add to the fun, customers can create Pinterest boards to share with their stylists.

    Stitch Fix has figured out, like many market researchers, the value of a consumer’s social media usage. By looking at an individual’s social sites, you can really learn a lot about a person. They are most genuine when not responding directly to a company and simply engaging with friends, family members, and coworkers online. This is most true for Twitter and Facebook; Pinterest gives an added level of insight since this is a “wish list” type social site, where users can pin their favorite things, items they would love to have, or even insight into who they’d like to be.

    This is one company that seems to get it, and it pays off for their customers. They are not only learning about their basic preferences and general body type, but really getting a good understanding of “who” the person is and what image they’d like to present to others.

    Kudos to this company for making the most of social media content! This is a good case study for anyone in the apparel/styling industry. Definitely something to consider and how it can be implemented in other similar ways to enhance a customer’s shopping experience.

  • 14 Aug 2017 6:40 PM | Kathy Doering (Administrator)


    Clayton Johnson

    Clayton Johnson has seen all the shifts and twists and turns during a decade of digital marketing experience.


    Social media plays an important role in any online business. While your pages don’t usually translate to immediate sales, social media boosts brand awareness among your potential customers and is a great tool to develop loyal, long-term customers.

    As an added bonus, it provides a ton of useful customer data. A wealth of demographic information is readily available for every person on social. This allows you to refine your buyer personas and connect with potential customers on a deeper level.

    But there’s a problem: Social media is huge. Roughly 81% of the entire U.S. population has at least one social media profile. Most of these people use their profiles to connect with friends and relatives. They’re not necessarily looking to purchase products or services.

    So in order for your brand to stand out in a reader’s social media feed, you need to create killer headlines. Here’s how:

    Understanding Your Customer Demographics

    Before you craft a headline, and before you even create content, you need to understand your potential audience. While Facebook is the most popular social media network worldwide, it might not be the best option for your brand. Sometimes a smaller social network will have a more dedicated base of potential customers.

    Creating Content

    Once you’ve determined the best social media network for your brand, you’re ready to create some content. But not all content is equal. You’ll need to decide what goals you want to achieve. Most social media content is designed to increase brand awareness, but you might also want to promote a specific product or research customer behavior.

    The Four U’s Of A Great Headline

    Once your content has been created, you’re ready to write some headlines. Don’t be afraid to take your time here. The headline is the first thing the reader sees. A great headline will compel the reader to click on the article. To craft this compelling headline, keep in mind the writing strategy coined by the American Writers and Artists Inc: the four U's.

    1. Urgency

    The article should seem topical, relevant and vital. Readers should feel a bit nervous that they’ll miss out on important information if they skip past the article.

    Phrases like “that you need to know” and “tips you can use today” convey this sense of urgency. Also, try to mention the current year or even month. This lets readers know they’re reading new content.

    2. Usefulness

    What practical benefits will the reader have by the end of the article? Readers want answers to problems. Your headline should promise a solution, strategy, information or something else useful for the reader.

    Of course, you have to actually deliver on your claim. Failing to deliver can burn a reader and make them unlikely to return to your brand in the future.

    3. Uniqueness

    There’s already a ton of content in the average person’s newsfeed. Your headline needs to showcase what makes your brand unique. For example, you might have a novel solution to a problem or access to specialized information.

    Know-how isn’t the only way to stand out from the crowd. Your brand’s voice can be unique, too. Don’t be afraid to be funny, weird or otherwise unique in your writing style.

    4. Ultra-Specificity

    People respond to specifics. Instead of offering general solutions, concentrate on details. Understanding your audience is key here. What type of resources do they have available? For instance, instead of offering “Fashion Tips For Fall” try “Fashion Tips For Fall Under $25.”

    Specific headlines are going to draw in a slightly smaller audience. But the readers who do respond are going to be more motivated to convert.

    A brand’s social media page is about more than just getting likes and retweets. Social media is often an integral part of finding success online.

  • 8 Aug 2017 3:18 PM | Kathy Doering (Administrator)

    Facebook "likes" or any other form of social media acceptance is something most social media users aspire to. Just take a look at the celebrities you follow~ they get an enormous amounts of attention in social media. Many become addicted and have to announce a social media hiatus of sorts to "unwind" from the stresses of being social. 

    Recently, I began to think of this from a different angle. What exactly is in a "like" and what does it say about the person who gave it?  Few people realize, I believe, that when they "like" something in social media on a friend's post or page that it is not necessarily private. It all depends on how the author decided to post - publicly or privately. 

    A few years back there was a study done of this very subject wrapped around Facebook users who agreed to participate in the study.  Permission based Social Media Research- Who would have thought that existed, right? Read on...

    Excerpt from:

    Online records could expose intimate details

    and personality traits of millions. 

    Date: March 11, 2013

    Source: University of Cambridge

    Summary: Research shows that intimate personal attributes can be predicted with high levels of accuracy from "traces" left by seemingly innocuous digital behavior, in this case Facebook Likes -- raising important questions about personalized marketing and online privacy.

    Credit: Graphic from mypersonality app, Cambridge Psychometrics Centre

    Researchers at Cambridge's Psychometrics Centre, in collaboration with Microsoft Research Cambridge, analysed a dataset of over 58,000 US Facebook users, who volunteered their Likes, demographic profiles and psychometric testing results through the myPersonality application. Users opted in to provide data and gave consent to have profile information recorded for analysis.

    Facebook Likes were fed into algorithms and corroborated with information from profiles and personality tests. Researchers created statistical models able to predict personal details using Facebook Likes alone.

    Models proved 88% accurate for determining male sexuality, 95% accurate distinguishing African-American from Caucasian American and 85% accurate differentiating Republican from Democrat. Christians and Muslims were correctly classified in 82% of cases, and good prediction accuracy was achieved for relationship status and substance abuse -- between 65 and 73%.

    But few users clicked Likes explicitly revealing these attributes. For example, less that 5% of gay users clicked obvious Likes such as Gay Marriage. Accurate predictions relied on 'inference' -- aggregating huge amounts of less informative but more popular Likes such as music and TV shows to produce incisive personal profiles.

    Even seemingly opaque personal details such as whether users' parents separated before the user reached the age of 21 were accurate to 60%, enough to make the information "worthwhile for advertisers," suggest the researchers.

    While they highlight the potential for personalised marketing to improve online services using predictive models, the researchers also warn of the threats posed to users' privacy.

    Read entire article here....

  • 4 Aug 2017 10:36 AM | Kathy Doering (Administrator)

    Big news from Facebook. Will this be the end of all the Fake Trending Stories?

     David Cohen, editors of Adweek's Social Pro Dailey covers the story here:

    Facebook will begin using updated machine learning to detect more potential hoaxes

    Facebook announced an expanded rollout of its Related Articles test in News Feed, as well as updated machine learning to better sniff out hoax articles.

    The social network began testing the use of Related Articles in News Feed in April, with those Related Articles popping up before users clicked on stories in News Feed.

    Those Related Articles include content from third-party fact checkers as part of Facebook’s effort to stop the spreading of fake news.

    Product manager for News Feed Sara Su updated her Newsroom post from April Thursday, saying that the Related Articles test is rolling out more broadly, and detailing the following tweaks to the test:

    • Facebook will begin using updated machine learning to detect more potential hoaxes and share that content with third-party fact checkers.
    • If an article has been reviewed by third-party fact checkers, Facebook may show stories from those fact-checkers beneath the original post.

    Su said Facebook “will continue testing updates to Related Articles and other ongoing News Feed efforts to show less false news on Facebook and provide people context if they see false news.”

    David Cohen

    David Cohen is editor of Adweek's Social Pro Daily.

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