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BlackBerry & Social Customer Service


… An Interview with David Armano and RIM’s Social CS Team

Research In Motion (BlackBerry), is one of the sponsors for BlogWorld 2010 and also an Edelman client (my employer), but what you might not know about them is that they are quite active in the social media space, especially when it comes to providing customer care in addition to tips on how BlackBerry fans can get the most of their devices. With over 154k followers on Twitter, the CS (customer service) group regularly engages customers out in the open in a variety of ways. I was able to catch up Michelle Kostya and Baldev Solanki who are two of the architects’ behind the social customer service efforts at BlackBerry.

DA: Blackberry offers support to customers in a variety of ways including online forums. Why did you extend this in places such as Twitter with @blackberryhelp?

MK: Due to the nature of the business, customers usually dealt with their carriers rather than directly with us. This meant that when we launched the forums we were able to truly connect with our customers in a way that wasn’t possible before. All of a sudden we had the ability to gather valuable feedback and work directly with our customers to solve their issues. By being able to help our customers immediately and by showing them neat tips and tricks we were able delight them! But, we recognized that just as not everyone will call to get help, not everyone will visit a forum to ask for help. It became our goal as the Social Media Support team to be where our customers were. Our Digital Marketing counterparts had set up channels on various social channels and customers were asking support questions – it only made sense that we were there to help!

DA: Doesn’t interacting with customers who may be frustrated with your products open the door to public displays of dissatisfaction? How do you manage the risks?

BS: On the contrary, every dissatisfied customer is an opportunity for us to provide a great support experience. The real risk is not engaging. Our goal is to always be professional and follow through. It is a great feeling to delight a frustrated customer and see them become a raving fan.

DA: You decided to take a somewhat personal approach to providing customer care in a social channel by putting the faces of the team behind the account vs. it being the single brand. Why?

MK: Customers service is about a 1:1 conversation. Even when you are talking about traditional customer service it is one person talking to another on the telephone. We wanted our followers to know that the team on Twitter are real people. So they sign their name on each tweet and have their pics up on the background. And, we are taking it offline too! At Blogworld two members of the team will be “live” at the BlackBerry booth providing on-site help and tips!

DA: In the traditional customer care model, success in channels such as call centers is often measured by volume and time per call. What are some of the ways you measure success?

BS: Sometimes defining success measures feels like a quest for the holy social media grail. We tweet a lot of tips so we use retweets as a measure of how useful the content is. In addition we treat positive tweets and thanks as a measure of customer satisfaction. On our forums, Accepted Solutions from the community is a good measure. Remember that some of the standard call centre metrics still apply. Response time and mean time to resolve are definitely things to track.

DA: @blackberryhelp isn’t the only social embassy you’ve built to help your customers get the most out of BlackBerry products. You also have the BlackBerry Help Blog. In the age of Facebook, Twitter and other “shiny objects”, what does a blog get you?

BS: Blogs are about sharing with authenticity. A good enterprise blog can help you really connect deeply with your customers in a meaningful way because the content is not only relevant but insightful and personal. I think most enterprises miss that point. When you do it right, your customers will walk away not only having learned something new but will also feel much more connected to your brand.

MK: Some of the CS staff already wrote how-to posts for Inside BlackBerry Blog and we discovered that these posts were incredibly popular. Our customers wanted to be better (or, the best!) at using their BlackBerry and these posts gave them the info they needed to do this – in a fun and personal way. As with all of the Inside BlackBerry blogs our intent is to get our readers the inside scoop – just focused on the know-how we have on cool tricks, shortcuts and how-to in more than 140 characters.

DA: What are some of the most common requests you get from BlackBerry users? Do your responses vary?

MK: There isn’t really a “typical” request coming to our @BlackBerryhelp team. They get 800 tweets a day from our 155,000+ followers and they range from technical questions to feature requests and from questions about release dates to conversational tweets asking the team how they are doing. So, yes our responses definitely vary although we do have some typical answers for more common requests. Plus, we have a huge library of helpful tips and tricks that we share throughout the day.

DA: What is the one piece of advice you would give to other major brands looking to help their customers leveraging social media?

BS: Don’t succumb to “Cheshire Cat Syndrome” (remember how confused Alice in Wonderland was in choosing a path?). Be careful of starting down the path of social media customer support if you don’t know where you want to end up. Define objectives first, and then try a pilot to limit the risk. A lesson learned from the trenches – most of the time in Social Media land, when you open a door, it’s really hard to shut.

MK: I would say the biggest piece of advice I have is that you need to recognize that customers don’t care what department you are from when they are talking to you via a social channel. A customer is just as likely to ask a technical support question, as they are to provide you with product feature requests, or post they are looking for a job at the company! No matter who “owns” the channel internally– you need a way to route feedback and respond when necessary to your customers. Participation in social channels means breaking down silos inside your business.

Michelle, Baldev, Thank you both for your time and insights. If you’re reading this and attending BlogWorld (and have a BlackBerry device), feel free to bring it to the BlackBerry booth to receive complimentary tips and general assistance from members of their customer service team.

BlackBerry Help:
Twitter: @blackberryhelp
Website: http://helpblog.blackberry.com/

David Armano:
Twitter: @armano
Website: http://davidarmano.com

An Ancient Citizen Of The Blogosphere


by Brian Lusk, Manager of Communication, Southwest Airlines

In blog years, I am ancient citizen of the blogosphere. (I’m getting up there in human years too!) I was involved in the planning stages of Southwest Airline’s corporate blog, Nuts About Southwest from almost the beginning in January of 2006. When my colleague, Angela Vargo, asked me to work on the blog, I had to ask, “What is a blog?” We had a great consultant, Andy Lark, and we gave birth to a bright, bouncing baby blog in April of that year. At the time, we were the only US airline and one of a few Fortune 500 companies to have a corporate blog. Special mention must be given to Linda Rutherford, Vice President Communication and Strategic Outreach for her vision and guidance on the blog and to President Emeritus Colleen Barrett for her early and continued support. Little did I know how much the blog would be a part of my life and that the blog would continually evolve.

We published our first post, and Angela and I awaited the first comments. It didn’t take long, and we were welcomed to the blogosphere with a two-word comment featuring an intimate Saxon verb and a personal pronoun. In spite of that “salty” initial greeting, readers did respond, and the blog began to unfold into a strong young organism. We used it for all sorts of purposes, and the fun was in experimenting to see what we could do and how folks would react. But, we weren’t just throwing stuff on the wall to see if it would stick, our goal was to represent Southwest in a transparent, personal manner and to let our Employees display themselves as the unique interesting individuals that they are.

Two amazing things began to happen. One is that we were building a community. Southwest is blessed to have Customers who are also fans, and they began to talk among each other in the comments section, with the post being the starting point of the discussion. We even flew to meet with one regular before his Navy deployment. This conversation is very much alive today, but it has shifted to social media tools like Twitter (and to a lesser extent Facebook) that are better designed to facilitate ongoing conversations. Some of those early blog conversationalists are now Southwest Employees. As our readership grew, we were asked to speak about our blog before different organizations. Angela and I even got to watch a shuttle landing from Mission Control.

The other thing is that the blog has become part of business decisions, both directly and as a frequently used communication tool. For years, our most requested Customer amenity was assigned seats—we thought. Our CEO, Gary Kelly wrote a June 21 post about upcoming testing of assigned seating. To say our Customers we upset would be an understatement, and they were highly supportive of being able to sit where they chose and even more indignant that we were looking at changing this. 691 impassioned comments later, assigned seating was off the table. The comments also told us that Customers liked open-seating but hated the boarding process. Out of that input came our current boarding process. An example of blog as information tool is whenever we announce new service or a new product. We try to put a human face behind the blog post about the announcement. We’ve also used our blog as a lightning rod to gather comments about negative Southwest Airlines news. Unfortunately, there isn’t a lot of conversation involved in issues like this with most folks only wanting to register their opinions, but we do track the comments and feel it is important to feature positive and negative comments.

Twitter and Facebook provide a place for discussion, but the blog remains our social media anchor. All of our channels, plus YouTube and future channels, are part of our integrated social media program. The thing to remember about a blog is that the blog is your channel. Unlike almost any other channel where you are limited in your communications by either physical limitations (character count on Twitter) or the channel’s management you own the blog.

Blog life seems to be about two years. Paula Berg who had replaced Angela as my blog partner in crime expanded our expectations for the blog. With the help of our partners, RD2 of Dallas (who have been with us from day one), we introduced a new platform in 2008 that allowed us to incorporate video blog, podcast, a news section, a poll, reader shared photos, and links to our other social media sites in additional to the traditional blog. (Only in social media would something four years old be called “traditional.) Now, a little more than two years later, we are debuting our newest platform that will reflect the lessons we have learned over the past two years. It will feature more visibility for videos and podcasts and better integration of other social media channels. Christi Day, our superb strategist, (photo of Christi) has taken the groundwork laid by Angela and Paula to truly integrate our Social Media efforts and the blog design reflects that approach. We will be conducting user testing at our BlogWorld booth and visitors will be able to chat with the designers from RD2 and our Social Media Team.

So, what do the next few years hold? Hopefully more trips to Vegas for BlogWorld, but beyond that, I would hazard to guess. Based on experience, for it to be successful, any future “advancements” will still need to be based on the human touch. And as for me, what comes after ancient?

Brian Lusk
A veteran of 34 years in the airline industry, with over 15 years in various communications functions at Southwest Airlines, Brian manages the airline’s external corporate blog, Nuts About Southwest. He likes long walks in the rain, pina coladas, food, and airplanes.

Blogsvertise Returns to BlogWorld!


Many bloggers opt to monetize their blog. From placing banner links on their homepage to writing paid reviews, plenty of options exist for a blogger eager to earn money. Any of these can be great ways of making money.

For bloggers interested in earning revenue, Blogsvertise is an online service that helps bloggers get paid for writing reviews on their blog. Blogsvertise sends users assignments relevant to their site, and they then have the option of accepting or declining the ad.

We offer a variety of ad types for bloggers to choose from:

  • Paid reviews
  • Text links
  • Banner ads
  • Paid Per Click

We encourage bloggers that choose to write a paid entry to write their honest opinion of the product, service or site. Users also have the option to decline a task for any reason.

When it comes to writing paid posts, bloggers are required to disclose somewhere on their blog that they receive payment for their posts. We understand that it’s very important for readers to know this information.

As far as price goes, bloggers may set their own ad rates. They can choose a minimum payout rate, and they won’t receive any assignments lower than this. However, bloggers do not have to set their own rate if they are not sure what rate to choose. For those that don’t set their own rate, posts typically pay $10-20 on average.

Advertisers are looking for higher traffic blogs. These blogs appeal to our advertisers not only because they know more people will see their ads, but also because they know these blogs tend to have quality posts and grammar.

Bloggers with great content and good grammar can also become part of our blogger VIP Program. Bloggers in our VIP Program have a higher likelihood of receiving more tasks, higher payouts, and better assignments. Typically blogs with a lot of original content become part of our VIP Program. VIP Bloggers post frequently, respond to tasks regularly and often have more than one blog (though this is not required).

If you are interested in the VIP program, or just want to stop by and talk to us in general, please feel free to visit us at the Blog World Expo. You’ll be able to find us at booth number 512, and you can ask for me, Elizabeth. You can also join now using our blogger registration page.

We attended the show in 2007, and we can’t wait to be back! We’re looking forward to talking with bloggers, and we hope to see you there!

Elizabeth Frey is a team member at Blogsvertise and has been blogging for years. She is also an aspiring writer and recently started editing Blogging Hero, where she writes about how to make money blogging and provides other general tips for bloggers.

The Calendar of the Future – A Manifesto


BlogWorld official sponsor, Tungle.me recently released their manifesto in the form of video interviews with industry thought leaders. Contributors include Robert Scoble, Ellen Levy (LinkedIn), Don Dodge (Google), Ed Brill (IBM), Mike Brown (Facebook), Herbert Wang (Yahoo!) and others.

BlogWorld attendees are known to be web-savvy early adopters, thus, Tungle.me chose to share their vision of the future of the calendar with BlogWorld. The following is a post from Tungle.me CEO & Founder, Marc Gingras.

Today’s calendar is broken. It’s a static repository of events. It’s a snapshot, a moment in time. Contrast that against our dynamic and ever changing lives and we have a significant disconnect. The model doesn’t work – it isn’t representative. It doesn’t leverage our digital footprints and create incremental value. Today’s calendar application is outdated, and with that we have an opportunity to innovate. If we compare the leaders in the digital calendar space, we see very similar feature function developed to date. If we remove brand and unique UI elements, we are left with complete product parity. We believe it’s time to rethink the calendar. It’s now time for the calendar of the future.

Let’s back up a bit…The Egyptians were the first to work out a calendar formula for measurement of the solar year, based on the position of the Sun. This formula was eventually adopted by the Romans and was the forerunner to the modern calendar. Other then the transition from analog to digital calendaring, we have seen little change in both the features and functions of the calendar, but also in the way we manipulate calendar data to help better serve our daily personal and professional lives. This is not an exercise in developing a new set of features for our online calendars. This is a tear down and rebuild. Let’s rethink the calendar. Let’s rethink the tools that help us manage our time. Let’s start from the ground up and build an application that fits our evolving, dynamic, nomadic, connected lives.

We live in a world of ubiquitous access. People today can get online from a number of devices – their laptop or desktop, their mobile devices and their tablets. We are a hyper connected society sharing information about ourselves, our locations and our plans. We publish to multiple platforms and we engage with multiple networks and communities. We play with social applications, location based services and we exist through multiple profiles. The more technology enables us to do, the more we expect it to do for us. Now that we’re no longer tied to desktop devices, the floodgates have opened for geo-location and on-the-go social networking. The result is an environment ripe with opportunity.

The digital revolution and today’s Internet have created disparate data silos: Netflix know which movies I like. Yelpknows what food and restaurants I like. TripIt knows when, where and with whom I travel. Foursquare knows what brands and locations I like and am loyal to. Plancast knows where I am going to be and allows me to share my plans with my social graph. You get the idea…Because the calendar is the single greatest representation of the way we spend our time, with whom, where we go and our personal and professional interests; it is the logical anchor for these data streams. The calendar of the future must tear down the walls of the data silos, and connect them together to provide context to the user.

There is a cultural revolution underway which is resetting the way people interact, share and collaborate. Being open is the new black. In many cases it is a generational divide – the older generation was raised on the foundation of privacy and secrecy – garden walls protecting their daily lives. By 2004, with the launch of Facebook – and the ecommerce explosion behind us – our comfort levels have increased and we are becoming acclimatized to open and sharing environments. Today people share their interests, their locations and their intentions. Why? Because increased transparency allows for greater productivity and personalization.

We never know how much time we have left in the bank of life. We live in a world where everybody suffers from two common pain points; too much information, and not enough time. We can never make up for lost time. Everything we do is an investment of time. Because we can’t make or get more time we need to optimize the way we choose to spend it. When we start investing too heavily in one area of our life and neglecting another we create an imbalance. Harmony is about finding equilibrium. The future of calendaring is about measuring the way we want to spend our time against the way we actually do, and helping us to align our minds to weigh in on what the calendar of the future might look like and the benefits it might provide to our personal and professional lives.

Check out the Manifesto at www.calendarofthefuture.com

GigaOM Presents Mobilize 2010


Sponsored Post: September 30, 2010 | GigaOm presents “Mobilize 2010
Mission Bay Conference Center, San Francisco, CA

BlogWorldExpo special discount – register now and save $100!

The Future of the Mobile Web

Mobilize 2010 is a high-level meeting-of-the-minds where executives and entrepreneurs from app companies, carriers, service providers, infrastructure companies and technology firms will come together with leading media and venture investors to discuss pressing issues in the mobile industry, and how the mobile and cloud industries are converging to alter the communications landscape.

Confirmed speakers include:

  • Dr. Tero Ojanperä, EVP, Services, Mobile Solutions, Nokia

  • Yves Béhar, Founder, Fuseproject
  • Nicholas Negroponte, Founder and Chairman, One Laptop per Child
  • Thomas Keys, COO, MetroPCS Communications
  • Osama Bedier, VP of Platform, Mobile and New Ventures, PayPal
  • Geoff Iddison, Group Executive, e-Commerce and Mobile, MasterCard Worldwide
  • Steve Mollenkopf, EVP and President, CDMA Technologies, Qualcomm
  • Derek Kuhn, VP of Emerging Technology and Media, Alcatel-Lucent

See the full list here.

Mobile, meet Cloud…
This year’s event will detail how the adoption of mobile computing and the availability of connectivity everywhere have changed the landscape for innovation. Truly, in the coming year, mobile will meet the cloud.

Mobilize has sold out each year, so friends of BlogWorldExpo purchase your ticket now and save $100!

Details are available on the Mobilize 2010 website: http://mobilizeconf.com

An Open Letter To All From Blogs With Balls and HHR Media


To the illustrious attendees of Blogs With Balls 2.0:

We at HHR Media felt that by Tuesday, your BwB 2.0 hangover and double-vision would be mostly gone, and those of you (of which there were a few) who missed plane flights as a result of your excessive “conventioneering” shall we say, are home safe and sound.   We owe you a lot of thanking.  We tried to do it as much as possible in person, but there were a few of you who we missed and we want to make sure you are all aware at how grateful we were to have you in Vegas.  Each of you being there mattered to everyone else who attended, and that’s what makes things like BwB great.  That and free drinks of course.  Those never hurt.

We only have two requests of you to ensure that BwB remains a great experience for future attendees and sponsors:

  • We ask that you publicly thank our sponsorsPlease include in your BwB coverage a line and link to say thanks for making it possible. If you would like to send them an email as well, that goes a long way, so let us know and we will furnish you the right contact (though some of you already have Captain Morgan’s address). They want to know they were seen and heard, which in return makes them likely to get more involved as well as make the next event possible.   We are not asking you to schill for them or their point of view, but it can’t be said enough that our sponsors – FoxSports.com, Yardbarker.com, ESPN.com, SB Nation, Sports Illustrated, Diageo Liquors and CarbonPoker all clearly demonstrated that they felt you all being in the same place was good for sports media, and that they want to be associated with you and your work.

(A special thanks as well to Dan Levy for all his work on the Shootout;  our videographers and photographers, Ben from Berylium Pictures and Rob from Kabimba Media;  and the guys at Wondershot for their work on the intro video;  and, of course, our panelists.  Each of these individuals contributed their time and talent to make the event a success, and deserve our thanks.  Further, please keep them in mind if you are ever in need of said talents).

  • We also ask you to tell US about your experience.  Either via blog post or email, but please do not hold back.  We want to make the next one better (without going to the moon, Josh), but it will only be as good as your feedback.  So tell us what worked, what didn’t, and most importantly WHY. While this was a wildly different set-up than the first BwB, that doesn’t mean we can’t keep the best parts of it.  Also please consider sending along a one or two sentence wrap-up that we could use for future Blogs With Balls promotion.  Something that you would not mind being publicly attributed to you and your site.  Maybe why BwB is important to you as a blogger, or what it is that you get from the experience, or why you have come to two in a row.  We will let you know when/how we plan to use it, but it is much easier getting it now while it is still fresh than asking you for it in the lead up to the next one.

For your convenience, you can use this form for feedback: http://blogswithballs.com/2/feedback/

Finally, lots of our videos and pictures will be trickling out this week, and in full force next week.  We will send those out to all of you and point you to where they are hosted so you can use and share as you like – so definitely send us your pictures.  Thanks to those of you who already have pics and vids up!

-Don, Kyle, and Chris.
HHR Media | Blogs With Balls

Planning Your Podcast At Blog World Expo? We Just Made It Easy!


Our new identity this year is to also be the trade show for not just the blogging world, but after our merger with the podcasting and video world of the New Media Expo in 2008, we want to include the podcasters as well.  palegroove_studios We have been trying to find ways to allow our podcasters that will be attending our event not to miss a beat and to be allowed to record their own podcasts on the show floor “live”.  We have accomplished that this year with the folks at Podcast Tuneup who are bringing some university students and with Kris Smith of Palegroove Studios. We are setting up 4 separate podcasting stations where you as a podcaster can set up a time to record your own session live from BlogWorld & New Media Expo in Las Vegas, Nevada.  You wont have to miss a beat and can do your own shows and get them up on your own site.

PCTU We are scheduling 30 minutes at a time and if you need more than 30 minutes just let us know so we can accommodate your schedule.  We will have staff and equipment ready for you to use beginning Friday morning when the show begins and ending on Saturday when the exhibit floor closes.  Set up your time to record live from the Exhibit Floor! You can sign up in the form provided, or you can contact Kris Smith at 646.657.8484, to schedule your time.  Kris is also available to handle you technical questions and any information you need to get your podcast recorded, uploaded and broadcast to your community!

If you want to tell all of your fans that you will be broadcasting live from BlogWorld & New Media Expo, now is your chance.  They can watch you conduct your show, participate as guests or how ever it makes sense for you!  It’s your show!

It Profits To Be A Non-Profit At BlogWorld!


****Update***  You Only Need A Weekend Pass To Attend The Non Profit Track***

Let’s face it, money is tight.  If you are a large corporation or a hobbyist, an employee or an employer, you know of what I speak.  This is not more prevelant that in the non-profit world.  They have budgets that would make most of us cringe, yet they seem to continue on carrying the torch for their causes.  They are passionate to keep up their good deeds and find ways to make their lack of money stretch to meet their needs.  The folks at eBay and PayPal, in conjunction with BlogWorld & New Media Expo are easing the pain of budgetary constraints a little.  paypal_logo

logoEbay_x45 They are allowing those in a non-profit organization to attend our event at half off the regular price.  That is right, 50% right off the top of the ticket price to go to Blog World!  In order to qualify you can apply by sending an email to blogworld@kompolt.com and applying for a special code that can be used when you register.  This allows you to get whatever package you choose at half price. Obviously you have to be a non-profit to qualify.

We understand what the non-profits have to go through to get to experience the same benefits as their “for profit” brethren, we and Ebay and Paypal want to help level the playing field a little.  Get over and apply for your special code to get 50% off your ticket.  I’ll make sure it is worth your time and effort!  Thank you eBay and Paypal for making this possible!

Q: What do Stocks, Blogging and Vegas all have in common? A: InvestorVillage


**The following is a post from one of our sponsors and exhibitor InvestorVillage. **

That’s right. InvestorVillage—or “iV” as our members affectionately call us—is proud to sponsor the 2007 BlogWorld & New Media Expo in Las Vegas. Arriving admittedly a bit late to the stock blogging party, we figured we had better get a jumpstart on the competition by being an early sponsor of this seminal event. After all, the blogging buzz is only getting louder, so we’d be crazy not to embrace the power and possibilities of this and other emerging social media.

For those of you in the market who may not have heard of us yet, InvestorVillage is virtual home to a robust community of self-directed investors who use message boards and private messaging to share information about stocks 24/7. Our current user base is made up of approximately 370,000 monthly visitors and is growing by word-of-mouth (and click-of-mouse) every day. We recently launched version 2.0 of our website and part of the focus of our redesign efforts was to accommodate stock bloggers. After all, many smart, market-savvy investors use our site for research and networking purposes—so why not offer them a contextually relevant environment in which to blog about their favorite stocks, sectors or the broader markets generally? The beauty of our platform is that our most active boards represent a ready-made audience for bloggers to tap into. And while the message board and blogging cultures can be quite different, we believe that we are uniquely positioned to bridge this cultural divide. For example, in addition to offering a traditional blog directory, we have organized our site so that each stock community has a mini-directory of blogs tagged to each specific stock. This makes it easy for investors to find relevant stock blogs organically. And with a niche space for stock blogging built right into our site, iV message board posters and lurkers will have the opportunity to read informative blogs they might otherwise have missed. At the same time, stock bloggers will quickly reach relevant audiences and gain exposure to potentially valuable sources of material on message boards not only buzzing with intelligent life and lively debate, but effectively managed, allowing for civilized communication and the efficient flow of information. Who knew? LOL.

As for the Expo itself, BlogWorld is shaping up to be a first-rate event and we are excited to be a part of the action. As a networking opportunity, the Expo offers us unprecedented access to the movers and shakers of the blogosphere. I have no doubt we will come away with a wealth of technological and marketing knowledge. This is particularly attractive to us since one of our strengths is that we are not “off-the-shelf.” We do all our development in-house, which allows us to evolve our blog platform and technology almost in “real-time” to accommodate the particular needs of stock bloggers.. Of course it won’t hurt to see firsthand the latest and greatest from the development side of the blogosphere. And finally, to put it in the simplest terms, being a BlogWorld sponsor in Vegas is a great way to get our name out there. Hope to see you on The Strip! Oh, and the next time you feel like blogging about your favorite stocks, remember to do it at InvestorVillage.

Best wishes,


Ralph “Blue” Kidd
Co-Founder, Chief Community Advocate
Your Voice Inside iV

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