THE SOCIAL LIFE OF CONTENT - Mediaplant
MICROSOFT PRESENTSTHE SOCIAL LIFEOF CONTENT:New Ways to ConnectAcross the Customer JourneyRob Salkowitz, MediaPlantdirector of content and strategy,principal author and investigatorDecember 5, 2013ABSTRACTContent is the hottest topic in marketing as every brand is seeking more relevant andmeaningful ways to engage with customers. This paper examines how emergingtechnologies are influencing content strategy and enabling marketers to reach customerswith content and influence at every point in the buying cycle.1
CONTENT& CUSTOMEREXPERIENCECONTENT IS THE LIFEBLOOD OF YOUR BRAND STORY. IT ISEVERYTHING YOU PUBLISH, FROM AD COPY TO DIRECT MAILTO THE ARTICLES YOU SPONSOR ON WEBSITES. IT IS ALSOTHE STORIES YOUR CUSTOMERS TELL ABOUT YOUR BRANDTHROUGH SOCIAL CHANNELS. HOW CAN BRANDS USE EMERGINGTECHNOLOGIES TO CONNECT SILOED CONTENT PROCESSESWITHIN THE BUSINESS AND THE CUSTOMER COMMUNITY, ANDEXERT INFLUENCE ACROSS THE ENTIRE CUSTOMER JOURNEY?The pride Mike Evans felt in putting together his newBackyard Gourmet gas grill after several hours’ work wasshort-lived when he discovered two important-looking partsremaining at the bottom of the product box. Undaunted,he used his mobile device to take pictures of the orphanedvalves and fired up the Backyard Gourmet app, which, amongother things, included an assembly troubleshooting feature.The future of content marketing is not necessarilyabout managing new channels effectively, but aboutmanaging existing channels more strategically.The app identified the parts and overlaid their correctlocations. It also connected Mike to two instructional videos—one produced by the company, and one from a retired civilengineer in Australia who was the top-ranked user/expert forthis particular model—and pointed him to several discussionthreads on the Backyard Gourmet user forum that guided himthrough the proper reassembly step by step.Data systems captured the interaction and asked hispermission to enroll him in several relevant social sites and listswhere grilling enthusiasts trade tips, including the Backyard2Gourmet auto-curated weekly newsletter. The system alsogenerated a note to the product manager indicating this was thetenth time this month that a customer was confused about thisparticular assembly step. The PM created a service bulletin anda personal email to the affected consumers, and instructed hisdesign team to address the problem on the next model.Mike’s experience with the app and the related contentreinforced his initial decision to go with Backyard Gourmetover the competitors. Over the next few months, he became afive-star content contributor and one of the most persuasiveambassadors for the brand through his social network. Someof his real-time conversations with prospective buyers leddirectly to sales, earning him points and discounts to use at avariety of specialty food stores and sites. Backyard Gourmetcalculated that his influence returned 15x the investmentin the systems required to support and deliver content, andmanagement began using his story as a template for aftersale engagement best practices.3
HOW CONTENTFUNCTIONS AS MARKETINGTHE BUZZ IN THE MARKETING WORLD TODAY is that“all brands must become content publishers.” That’s a bitmisleading because most brands are already contentpublishers. It’s just that the content they publish—productdocumentation, service information, direct mail newsletters,updates and announcements on social media—is rarely seenas part of an integrated process connected to marketing oras a connected strategy across different platforms (that is, acontent strategy rather than a web strategy, mobile strategy,social strategy, etc.).It’s also an incomplete prescription. Brands are not theonly ones publishing content on their behalf. Consumersare participants in, and sometimes the main drivers of,brand stories in a variety of forums. This kind of contentscares marketers because it is outside their control. It onlyshows up on their dashboards after the fact, as a change insocial sentiment or a PR emergency demanding immediateresponse. But user-created content, or brand-created contentthat has been curated and redistributed by individuals, exertsa powerful influence on consumers and contains importantlessons for brands willing to listen.Brands, therefore, must not become just publishers, butenablers of a publishing ecosystem and facilitators of thesocial life of content.From Advertising to ContentA few factors are driving the increasedfocus on content marketing. First,the rapid shift from web to mobileis forcing a shift in thinking. Smallerscreens make it difficult to displaybanner ads or create the kind ofperipheral vision distractions thatadvertisers have used to drive traffic.Many of these tactics were seeingdiminishing returns anyway.Second, changing patterns of videoconsumption are diminishing thereach and measurability of broadcastadvertising. Consumers who stream,time-shift, download, or binge-viewvideo, or divide their attention betweenmultiple screens while watchingentertainment programming, don’tget the same exposure to brand and4promotional messages as real-timeviewers. In addition, the highestprized audience for most advertisers—Millennials—watch very little broadcastTV and are hard to reach through oldmedia models.By contrast, people across alldemographics view content becauseit interests them, regardless of device,medium, and delivery mechanism.When brand is integrated organicallywith content, consumers payqualitative attention and formdurable associations betweenthe brand, the content, and thecontext. This is a much richer form ofengagement and a better return oninvestment for marketers who cando it successfully.This kind of relevant, destination-drivencontent is shareable in ways thatinterruptive ads aren’t. The explosionof social platforms like Tumblr,Pinterest, Instagram, and others allowindividuals to curate content, images,and multimedia, imbuing the curateditems with their own personal brandand influence. Along with Facebook,YouTube, Twitter, email, and IM, thesesharing environments add the power ofsocial influence to the inherent appealand trustworthiness of the content.When content takes on this “sociallife,” it grows in credibility and influenceacross the customer journey. Thisenables brands to significantly amplifythe reach of paid media and directlyaffect everything from brand perceptionto sales conversion to loyalty.Marketers Are Turning to Content for B2BChange in Amount of B2B Content Creation 2012–20132%Unsure5%Less20%Same Amount32%SignificantlyMore41%MoreAccording to a Content Marketing Institute/MarketingProfs survey,73 percent of B2B marketers say they are producing more contentnow compared to a year ago (Study published October 1, 2013).Native Content:Blurring the LinesThe explosion of new channels for reaching audiencesonline, through mobile devices, or through digitalcontent services (such as Xbox Live, Netflix, Hulu,BuzzFeed) creates opportunities for brands to developa different sort of marketing content: informational andentertainment-oriented materials that don’t look or feelas promotional as advertisements, and thus drive deeperreactions and deeper engagement.Content-based marketing is more closely integrated withnon-marketing content in the way it is presented, blurringthe lines between editorial and advertising. Though thismodel seems hot and new, the digital trend of nativecontent—sponsored stories, white papers, slideshows,and lists that appear alongside the editorially producedmaterial on a site or in an app—is simply an extensionof the older “advertorial” format that brands used torent space in the news and opinion pages of magazinesand newspapers. It is also a close cousin of productplacement, where brands and logos are more or lessdiscretely incorporated into entertainment programming.An Ad by Any Other NameThe proliferation of content marketing has given rise to avirtual lexicon of terms describing closely related concepts.Here’s a handy guide:SPONSORED CONTENT: Written, graphic, video, orinteractive content produced or commissioned by the brand,expanding on the brand story in interesting narrative ways.Sponsored content could connect directly to a product orservice (for example, Canon’s series on pro tips for betterphotos), obliquely to the brand story (Cole Hahn’s “Born in1928” campaign, meant to build brand cache around creativeinnovators), or just provide diversion and humor (most ofwhat’s posted on Cheezburger.com).NATIVE ADVERTISING: Sponsored content placedalongside editorial content on a news or entertainment site,or in a context where the audience is expecting “neutral”editorial or institutional content. Sites like the HuffingtonPost, Daily Mail, and Business Insider are known fortrafficking native advertising in line with independentlyproduced or commissioned news and features.THOUGHT LEADERSHIP: Typically B2B content writtenor sponsored by a brand to capture the attention of strategicbusiness leaders and influencers. Thought leadership can takethe form of white papers, blog posts, infographics, case studies,or technical briefings, and can be found on sites like the IBMsupported Internet Evolution or the Adobe-sponsored CMO.com.PUBLIC RELATIONS: Information and contentgenerated by the brand and passed along to professionalwriters and publications for inclusion in putatively neutraljournalistic features.ADVERTORIAL: An opinion or position piece bylined by acompany or individual clearly associated with the company,presenting the company’s perspective on a current issue.“ASTROTURFING” AND “SOCK PUPPETRY”:Sponsored or brand-generated opinions, reviews, or contentmasquerading as disinterested, authentic grass-rootsexpression. As the derogatory terms indicate, this species ofcontent marketing is widely considered unethical and deceptive.5
Interruption InterruptedRelevance Is the Key to Content SuccessThe goal in all these cases is to captureconsumers’ attention with material that intereststhem inherently, minimizing the disruption andannoyance that comes with ads that interruptthe reading or viewing experience with purelypromotional messages.As content becomes a more criticalelement in the marketing mix, marketersneed metrics that not only measure theperformance of content retrospectively(how did it influence the last purchase?),but also help predict and target customerslooking to make their next purchase.Failing to do so puts transactions at riskas customers abandon irrelevant andgeneric-sounding brand content duringof today’s marketing analytics toolkitsand will become increasingly prevalentas content marketers seek competitiveadvantage during the next 3–5 years.their decision-making process.analyzing each customer’s pattern ofcontent consumption—what they read,whom they communicate with, whatthey search for—the software can helpidentify when consideration is movingtoward intent to purchase, and can helpmarketers land the right message forthe customer at the right moment in thecustomer journey.that have done exceptionally well with thismodel, though reliable metrics for qualityengagement remain elusive.Doing native content successfully requires a defttouch. Most people react poorly to attempts todeceive them with content that looks authenticAs exciting as this trend seems to be for certainbrands, it is not the endpoint in the discussionof content marketing. In fact, it is only thebeginning. People will also seek out and sharecontent that is directly relevant to them whenthey are considering a product purchase, and willand neutral, but actually contains marketingspin. However, lots of people will click on aprovocative or interesting link—even one markedas sponsored content—if the entertainmentor informational payoff seems worthwhile orif it comes recommended by a trusted source.Buzzfeed and the Daily Mail are two businessescontinue to engage with brands to enrich theirproduct/brand experience after the sale. Theimmediate future of content marketing is findingways to extend the brand experience across thatentire customer journey, taking full advantageof innovations in technology and changingconsumer social behavior.Brands can dramatically improveconversions if they are able to targetthe right content to each customer ashe or she moves from considerationto purchase. However, providing thiskind of relevance requires a preciseunderstanding of each customer’sinterests at the individual level, inreal time, and at scale. This type ofcapability represents the leading edgeIdio, a UK-based startup that recentlyexpanded to the US market, is one ofseveral companies offering advancedanalytics solutions at the intersectionof content and data. By dynamicallyDamon Ragusa, President of IdioUS. “Everyone is focused on creatingmore content but our understandingof how content can drive performancehasn’t quite caught up.” Ragusa saysbrands and publishers can use contentintelligence technology to kill two birdswith one stone: by automating contentmanagement, and analyzing how theircontent can drive business resultsthrough 1:1 personalization.His company, along with severalothers in the space, are bringingthe specialization and energy of anentrepreneurial startup to speedinnovation around these issues. Formore on this dynamic, see our previouspaper, How Startups Are ReinventingMarketing from the Bottom Up.“Right now, content marketing islike the Internet in the 1990s,” saidExamples of native content:News aggregator The Huffington Post frequentlyfeatures native content alongside editorial, asin this homepage from the mobile site.6Visual content like this UPS-sponsoredinfographic capture 40–60x the attentionof text-only.Business sites like The Business Insider featuremore B2B-oriented content such as sponsoredthought-leadership, white papers and research.Game Informer, published by the retail chainGame Stop, is the top digital publication in theworld with almost 3 million online subscribers.7
CONTENT ACROSSTHE CUSTOMER JOURNEYof the customer decision process—the customer journey,in their parlance—that defines current thinking on thesubject. McKinsey demonstrated how the old funnel theoryof marketing, where customers gradually whittled downtheir brand options as they moved from awareness toconsideration to purchase, has been replaced by a morecomplex cycle that extends beyond the sale itself and feedsback to influence future buying decisions.According to McKinsey, brand awareness is limited during theinitial consideration phase, widens as customers begin theprocess of active evaluation (comparing products, assessingfeatures and benefits), and can remain in flux up until themoment of purchase—particularly when customers are buyingat a physical retail store and are confronted with actual items.The post-purchase exposure to the brand can reinforce thebuy decision, turning passive “satisfied customers” into repeatcustomers and, more importantly, active brand ambassadorswhose advocacy can influence subsequent shoppers.When it comes to digital marketing, there is anotherdimension to add to this engagement model. Theproliferation of new devices—smartphones, tablets,smart TVs, next-generation video gaming consoles,connected information systems in cars and publicspaces, and a new wave of wearable computers onCONTENT CONSUMPTION CYCLE BY DEVICEThere is no longer a simplepath to purchase at scale.It’s all personalized andserendipitous.the horizon—has created an embarrassment of richesfor marketers looking to target customers digitally.Marketers need to synchronize delivery of contentacross the buying cycle, but also across multiplescreens, hitting the right device with the right form ofcontent at the right moment.Tablets are mostpopular at nightPCs dominateworking hoursTypes of Devices—Traffic by time of day (work day)IN 2009, McKinsey and Company produced the analysisMultiscreen, MultitouchComplexity Multiple operating systemsMobiles brightenthe commute Multiple screen sizes Targeting complexity Attribution complexity App environmentsHTIG M)NATE - 7LA 2AM(1NGNI M)OR 10AMLY (7AMREAEIMYT 5PM)AD MA(10NGNI M)VE - 8PELY (5PMREAEIMPR 2AM)1M-(8PE-Marketer reports that between Q1 2012 and Q1 2013 tablet search grew 85% and mobile search grew 90%.ACTIVE EVALUATIONInformation gathering, shoppingSocial Content Is KeyLOYALTY LOOPINITIAL CONSIDERATIONSETMOMENTOF PURCHASETRIGGERPOSTPURCHASE EXPERIENCE Ongoing exposureMcKinsey’s findings take on added significance in the age ofsocial media, where user reviews, comments, ratings, andrecommendations play an enormous role during the decisive“active evaluation” segment of the buy cycle. Customersare highly influenced by word-of-mouth recommendations,especially from people in their social circle. They are alsomore likely to pay attention to content that is passed alongor curated by trusted sources perceived to be independentof the brand.Brands therefore have a strong interest in working with theirloyal customers to cocreate content, promote user-createdcontent, and make brand content easily shareable througha variety of channels. This effort need not be limited totraditional kinds of promotional content or strictly socialcampaigns. The expanding universe of digital media, devices,apps, and platforms gives rise to opportunities of all kindsand at all levels of investment to connect customers withtrusted, credible content at touchpoints across thecustomer journey.Said one expert we spoke to, “There is no longer a simplepath to purchase at scale. It’s all personalized andserendipitous.”Figure 1: New model of the customer journey according to McKinsey and Company.89
THE SOCIAL LIFE OF CONTENT ACROSS THE CUSTOMER JOURNEYTHIS CHART PRESENTS A FRAMEWORK for how different types of content function across different touchpoints of the customer journey, and across the continuum of content types, from brand-generatedmarketing to user-created social content, as well as the middle ground of “cocreated experiences” that involve the participation of both the brand and the customer.Build brand awareness and trustConvert awareness to salesDeliver outstandingcustomer experience
Pre-Sale: Cocreating Trust and InfluenceThe leftmost edge of the chart shows content that influencesprospects early in the buying cycle, either in the considerationstage or active evaluation process as defined by McKinsey.Many of the techniques of pre-sale customer engagementthrough content are already part of the marketing arsenal.Experts we interviewed for this report see increasingopportunities for integration of social media as the key toincreasing their effectiveness moving forward.NATIVE CONTENT: Native content consists of sponsorededitorial or institutional pieces, typically lifestyle features,tips and advice, “did you know ” pieces, or more rigorousB2B material such as white papers or corporate positions onissues. It can also include custom-developed branded appsand video games, music or video programming, infographics,comics and graphic novels, or works produced or curated bywell-known creators. For the moment, native content is usedalmost exclusively to build brand awareness and affinity atscale. As metrics improve, marketers will be able to target andpersonalize native content more precisely both in terms ofcontext and timing.NEWSLETTER/DIRECT MAIL: Direct email is still one of the bestways to reach individual consumers through a channel that themajority of people check frequently. The art of creating emailsthat get opened and read is a sophisticated, if somewhatunderappreciated, aspect of content execution, and is beingenhanced by more advanced data-based targeting platformslike ExactTarget that optimize time, place, and device to deliverthe content. Personalized notes can also be directed to socialplatforms or to apps that display a notification alert, promptingconsumers to check and open the item. Auto-curated personalnewsletters, such as those generated by the paper.lyapplication, are one example of a solution that covers thesocial, personal and data-driven dimensions of this approach.Expect to see brands innovating along this model as they findbetter ways to target and measure performance.TRANSMEDIA CAMPAIGNS: Transmedia campaigns are typicallystory-driven or event-driven initiatives coordinated across12multiple media platforms. They are sometimes tied in toentertainment programs not explicitly affiliated with the brand,such as Audi’s extensive involvement with Marvel’s Iron Manproperty. Content plays a huge role in the success of transmedia,as the storytelling and imagery are central to the sense ofaudience immersion that gives the campaign its power.CONTESTS AND CUSTOMER ENGAGEMENT: Content often playsan important role in contests and engagement campaignswhere brands reach out to customers to produce their ownfeatured content for the brand. One recent high-profile examplewas BlackBerry’s use of best-selling fantasy author Neil Gaiman(who boasts nearly 2 million Twitter followers) as the lynchpinof the “Keep Moving” contest, where consumers sent Gaimanstory ideas to realize.SOCIALLY SHARED OR CURATED CONTENT: Outside contentabout the brand, such as third-party product reviews, articles,blog posts, and other commentary, can dramatically influencecustomer perceptions, particularly when customers areactively researching brands and models. Brands can improvethe discoverability and search engine rankings of favorableor influential reviews, and use the brand’s own social andcontent channels to direct traffic to sites that present helpfulcontent in the right context, and potentially route customers tothe communities and individuals who can provide high-qualitycontent for each stage of the customer journey.PRODUCT REVIEWS AND RATINGS: Customer-penned reviewsand ratings can be hosted at dedicated platforms such asYelp, Angie’s List, TripAdvisor, and so on, or on retail siteslike Amazon or Walmart. According to research published byDimensional Research in 2013, 90 percent of consumersare influenced by online reviews.1 As such, they are probablythe single most important items of content in the sales cycle.Attempts to game the system with canned content and “sockpuppet” reviewers are extremely high risk for establishedbrands considering the downside costs of being exposed.2Better to encourage, incent, and make it easy for satisfiedcustomers to write reviews and post them on high-traffic sites.Example product page copy for Dell Computers developed by Content26. Used by permission.Optimizing the Consideration Process OnlineUpwards of 50% of all consumers inthe United States start their productresearch online. Around 30 percentstart with Amazon. But then theaverage shopper will check 3–4additional sites for the same product—sometimes even after adding the itemto their shopping cart at one or moresites—before completing the purchase.compare products and prices acrosschannels instantly online, or evenin the store on a mobile device,consumers are no longer followingthe same playbook.Those customers are looking forconsistent product information asthey click from product page toproduct page, but because of legacycontent practices, they don’t oftenget one. That can lead to lost sales,abandoned shopping carts, andconsumer frustration.In addition, each major e-commercesite has its own technical specificationsfor the product page, which encouragesthe creation of many different,potentially incoherent, versions of thesame product content. Content26works with brands and platforms tohelp rationalize a crucial componentof content marketing that tends to getoverlooked, or falls between the cracksseparating marketing, merchandising,and operations.“Brands typically provide contentto big retailers through dedicatedchannel managers,” said Mark White,president of Content26, a specialtyfirm that develops online product copyfor major consumer brands such asUnilever, Samsung, Intel, and Johnson& Johnson. But with the ability to“We help brands tell one story acrossall those online destinations, so we canmaximize the chance of conversion nomatter where the customer starts,” saidWhite. “We’re able to consolidate all ofthe marketing assets a company has tocreate an online branding experiencefor their consumers.”Mark White, President of Content2613
Moment of Truth:Personalizing Content to Close the DealContent can influence buyers when they are in the final stageof the purchase decision if it is delivered at the right time,at the right location, in the right format, to the right device.The increasing sophistication of mobile devices, locationbased systems, and data-driven personalization is makingit possible to target this content with greater precision.Because this is how marketing connects most directly tosales and revenue, and technology is advancing rapidlyRICH CONTENT PRODUCT INFO AND DIGITAL PACKAGING:One plausible scenario for the future of retail is that physicalstores become showrooms for products that customersorder online—especially for big-ticket purchases that arecostly to carry as inventory. Audi, for example, is pioneeringthis approach with its Audi City virtual dealerships. In thiscase, many products are likely to contain digital displays ordigital packaging that enables the manufacturer to deliversocial data, and device-specific capabilities (for example,different formats for smartphones, heads-up displays, andlightweight wearables like data watches) to target ads, offers,and content with greater precision. If innovation can outrunbacklash, this will be fertile ground for marketers to delivercontent in the buying context to maximize sales conversions.around location awareness, mobile devices, and data,we see this as a prime area for rapid innovation and newopportunities for marketers.rich, personalized content to individual shoppers reflectingtheir explicit (as declared via app or web during the productevaluation stage) or implicit (data-based, social) preferences,as well as the opportunity to customize products for ordering.the same innovations from sponsored search—embeddedrich content, one-click transaction, personalization, and socialdata—appear in organic search content. Bing’s integrationof Facebook data into search, for example, adds a powerfulsocial component to content discovery and can helppersuade shoppers by showing their friends’ relationshipswith brands alongside algorithmically generated results.As search engines make it more difficult for sponsors togame the system using SEO techniques developed in the‘90s and ‘00s, users will look to native search results withgreater trust, providing reputable companies with moreopportunities to deliver content at what Google calls the“Zero Moment of Truth.”SEARCH-BASED SPONSORED CONTENT: Search platformssuch as Google and Bing are continuing to develop richeropportunities for sponsored search results that make iteasier for advertisers to convert curiosity into sales with asingle click and capture user attention with more prominentand functional banner ads. In the near future, search-basedads are likely to include embedded media and interactivefunctionality, ads that bring social recommendations basedon the user’s network of connection, and personalizedpricing based on each user’s unique data profile andloyalty status.DIGITAL DISPLAYS AT POINT OF PURCHASE: Lower-cost flatpanel HD displays are transforming the physical retail space,bringing vivid content to the point of purchase. Retailerslike Build-a-Bear are already using touch-screen, gesturebased, and haptic interfaces to deliver unique experiencesfor customers. Soon we will see these screens deliveringpersonalized content to shoppers nearby by using proximitysensors, facial recognition, and apps installed on people’smobile devices to connect to each customer’s individualdata profile. This will allow for the delivery of targeted offers,social recommendations, and personalized pricing at thedecisive moment when customers are evaluating productpurchases in store.14AUGMENTED REALITY: Augmented reality (AR) overlays digitaldata onto physical objects when viewed with a mobile device.For example, Quick Read (QR) codes—typically ugly squaresof digital gibberish that appear on event posters and productpackages—unlock additional content when customers scanthem using a smartphone app. Successor technologies suchas Mobile Visual Search (MVS) provide the same kind offunctionality without the aesthetic objections, using objectrecognition and other implicit visual cues to identify andoverlay the correct content seamlessly. The mobile phone appShazam uses audio recognition for the same effect, and isincreasingly being used to add an AR component to broadcastads. As these approaches gain momentum, the underlyingcontent delivery mechanisms will become more sophisticated,data-driven, and personalized, ultimately providing eachindividual with a custom set of content, promotional, social,and pricing data.LOCATION-AWARE PRODUCT INFORMATION AND OFFERS:Geofencing, which uses location data to target delivery ofmobile content (offers, coupons, notifications) to users withina defined perimeter, is poised to go mainstream during theholiday season of 2013 and will soon be a ubiquitous featureof retail marketing. To avoid consumer fatigue, advertisers willquickly need to combine location data with customer profiles,ORGANIC SEARCH CONTENT: We are likely to see some ofSOCIAL INFLUENCE AT THE POINT OF SALE: Given themassive influence of social recommendations and wordof-mouth from trusted sources, the greatest opportunity toincrease conversions at the point of sale lies in connectingnew customers with independent brand ambassadors(ideally, ones personally known to the customer) whilethey are in the final stages of purchase consideration. Thisinvolves connecting user data such as real-time browsingstatus and location with social data, generating notificationsalong the lines of “your friend Isabella is shopping for jeansand accessories right now—send her a
According to a Content Marketing Institute/MarketingProfs survey, 73 percent of B2B marketers say they are producing more content now compared to a year ago (Study published October 1, 2013). Marketers Are Turning to Content for B2B Change in Amount of B2B Content Creation 2012–2013 2% Unsu
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