Category: Marketing News

4 Gifts Gmail Gave Us For Its 15th Birthday

Fifteen years ago this month, Gmail made its debut online. And despite making its first appearance on April Fools’ Day, its dominance has been far from a joke. It made its arrival on the scene with unparalleled dominance in its search capability, tools to fight spam, and especially its storage capacity – 1GB? Could you believe it (in 2004)?

This month marks its fifteenth anniversary, and in honor of the milestone Google opted to give its users several gifts. Here, we share four of the latest updates to the platform that will change the way you communicate.

Smart Compose Learns New Tongues

Smart Compose, an AI-assisted feature designed to expedite your email sending, is now available in Spanish, French, Italian and Portuguese, in addition to English. This feature has reportedly saved Gmail users from typing over a billion characters each week – and now it’ll be able to do so for more users all over the world.

Smart Compose is also coming to mobile in a big way – once only available for the Pixel 3, the feature is now making its debut across all Android devices. In the coming months, the feature will also be available for iOS users. Given that Google estimates over 72 percent of the US workforce will be mobilized in some capacity by next year, strong mobile support is a logical shift toward the present and future of how business is conducted.

Smart Compose Has Gotten to Know You

Smart Compose has learned more than new languages in the last few years; now, it knows even more about you…and will be using that information to speed up your composition process. Have a custom greeting or closing you’re partial to in your emails? Smart Compose knows, and will be using it more frequently. Stumped about an email subject? Once you start writing your message, it’ll be able to suggest appropriate subject lines for what you’ve filled the email body with.

The tool admittedly still has some room to grow, but these additions to Smart Compose will continue to cement Gmail’s dominance in the AI-assisted email segment.

Inside Job: More Activity from Inside Your Inbox

Finally, you can do more from within the “confines” of your inbox than ever before. According to product manager Tom Holman, users “can respond to a comment thread in Google Docs, browse hotel recommendations and more, directly within emails.

This way,” he says in the birthday blog post, “you don’t have to open a new tab or app to get things done.”

Press ‘Pause’ with Scheduled Emails

Perhaps the biggest news of our gift haul from Google, is the ability to schedule emails without the use of a third-party tool. While this capacity existed in the now-defunct Inbox app, desktop users couldn’t delay or set the sending of their messages. Now, Gmail users will be able to send messages anywhere from two minutes in the future…to fifty years from now.

Whether you’re scheduling emails later to be respectful of someone’s time away from their desk, to facilitate easy work across time zones, or simply to avoid hitting “send” on that email you’re nervous about, Scheduled Emails stand to make a massive impact on users’ ability to work hard and work smart.

This collection of updates, given to us as Gmail is poised toward a new frontier, shows a lot of promise for the future of G Suite: more ways to support international use, stronger use of AI, and minimal movement from inboxes to the wider internet. We’re excited to play with the many gifts that Google has provided in this announcement – and yet we’re already looking ahead to the additional upgrades to Gmail for the next fifteen years and beyond.

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The post 4 Gifts Gmail Gave Us For Its 15th Birthday appeared first on Social Media Week.

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PODCAST: Is Innovation a Dirty Word? w/ Dan Bennett, Worldwide Chief Innovation Officer at Grey

This week’s episode of Social Media Week’s Leads2Scale podcast features Dan Bennett, Worldwide Chief Innovation Officer at Grey.

During the conversation, Dan discussed:

  • His early career at Agency.com and his time at TBWA\Chiat\Day, JWT, and McCann
  • Why he joined Grey and what he’s focused on today in regards to how he is driving change from within his organization and also more broadly in the industry.
  • Why innovation is an overused term and what it really means from an execution standpoint.
  • He also spent some time discussing the unique partnership between Social Media Week and Grey.

Listen to the full episode below:

Subscribe to Leads2Scale on Anchor, Apple Podcasts, Breaker, Google Podcasts, Pocket Casts, RadioPublic, Spotify, Castbox, Overcast, or Stitcher.

If you have suggestions for who we should interview or what topics you would like us to cover, please reach out to us at leads2scale@socialmediaweek.org.

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Swoot Has Arrived to Make Podcast Sharing Social

Podcasts have exploded in popularity over the last several years, with listenership, creation of new shows, and support on platforms at an all-time high. And yet, there is a weak point in the experience: discovery. Swoot is aiming to address that problem– an app that allows you to “connect with friends, discover shows you’ll love, and never miss an awesome podcast again.”

While other forms of entertainment can be shared with relative ease via social, audio has always been notoriously difficult to share in these spaces. You don’t always know what platform your friends listen to shows on, so direct links are cumbersome to share. You’re not always aware of what someone already listens to, so some recommendations might end up being redundant. And once you do connect with a show, most players will then commit you to a full series…rather than allowing you to hear the one episode your friend loved. Swoot’s approach combats all of those challenges, and does so by ditching the tech-enabled recommendation engine in favor of a human-powered one.

Co-founders Pete Curley and Garret Heaton, formerly of HipChat (since bought by Atlassian), originally devised the app as a tool for team collaboration, but a chance injury Curley sustained meant he spent more time listening to podcasts than he ever had before…and he noticed the dearth of compelling ways to share content with others.

Now, the app they developed provides two ways to do this. One, there is a main feed that shows what friends are listening to and recommending to one another. Two, there is a list of trending episodes based on your connections within the app. Trending episodes is an important distinction, because the app leans more on driving users to popular episodes of podcasts, than whole shows themselves. “In the 700,000 shows that exist, if you’re the 690,000 worst-ranked show, but you have one great episode that should be able to go viral, that’s basically impossible to do right now, because audio is crazy hard to share,” Curley said. Framing recommendations in this way allows exceptional episodes to rise to the top of listener feeds.

The Verge’s Ashley Carman likened the tool to Last.fm, a musical social network that displayed what friends on the platform were listening to and enjoying. Similarly, this book nerd loves that element of Goodreads. Swoot aims to serve that role for avid podcast listeners; “the big idea is to let listeners see what shows their friends follow, as well as the shows and episodes they recommend, all in the name of getting people to discover new content.” And this big idea stands to close a major gap. Social sharing is a part of “literally everything,” including your bathroom scale, except “the one thing that I actually wanted it for,” Curley noted. With Swoot, we may soon be able to check that one thing off the list.

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The post Swoot Has Arrived to Make Podcast Sharing Social appeared first on Social Media Week.

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Announcing Grey Worldwide as our Exclusive Creative Intelligence Partner for 2019

Social Media Week has been bringing leaders in the industry together for 10 years and with each of our flagship conferences, we seek to redefine what it means to be a major authority and source for new insights that fundamentally shape how we do marketing.

Spanning fireside chats, interviews, Summits, workshops, keynotes, and mainstage sessions, content is always in surplus. As we’ve continued to expand our programs, however, we’ve encountered an integral question that has yet to be answered: how do we ensure that the insights that are shared are captured, distilled and shared in the most effective way possible?

To help us address this issue, we’ve teamed up with Grey to ensure our community members can use and learn from our resources whether they can attend our events in-person or not. Through the partnership, the company has become the global marquee sponsor of SMW New York, Los Angeles, and London.

“We have huge synergy with Grey around a problem we recognize: How do we capture and synthesize this data and insights and capture this content – from the build-up to event to real-time to the recap – and reach people on the platforms they’re engaging in, like Instagram and LinkedIn.” – Toby Daniels, Social Media Week Founder

In the spirit of Grey’s 75 percent commitment to creativity, meaning 75 percent of every dollar earned goes toward the creative product or work for its clients, Chief Innovation Officer Dan Bennett reiterated the excitement to help take our content to the next level and use it as a “super power” in a statement to Campaign US.

Aside from serving as our sponsor and creative intelligence partner, Grey will hold sessions at SMW New York and Los Angeles including “The Evolution of Creativity: Reinventing Communities,” where Bennett and 368 Founder, Casey Neistat, will engage in an important conversation exploring the role of storytelling and creativity.

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Testing Reveals Twitter and Instagram’s Efforts to “Reduce Herd Mentality” on Their Platforms

“All of social media is at a crossroads, having built platforms that cater to engagement over health and safety; they’re now trying to backpedal furiously ahead of increased regulation.”

With this quote, TechCrunch’s Sarah Perez nailed the crux of the many announced changes we’re seeing on social media platforms. For a long time, engagement was the buzzword of choice; site founders and developers pushed for new features (and ignored problems) in dogged pursuit of this metric at the highest levels. But now that its consequences are coming into sharp focus, a new direction is being pursued. In the past few weeks, we’ve gotten more clarity on how Twitter and Instagram plan to address parts of this large and complex challenge.

Instagram: “Exploring Ways to Reduce Pressure”

Developer and app detective Jane Manchun Wong uncovered a feature hidden in the code of Instagram: an option to hide “likes” on a photo. Engadget reports that Wong shared news of “a version [of Instagram] that doesn’t let the audience see how many likes a post gets.” They go on:

The person who posted it still does, but as the app describes it, “we want your followers to focus on what you share, not how many likes your posts get. During this test, only the person who share [sic] a post will see the total number of likes it gets.”

For the average user, this could be a beneficial way to reduce some of the competitiveness that seems to arise around using Instagram. As Josh Constine points out for TechCrunch, it will likely reduce the temptation to “like” something because everyone else is liking it (and phenomena like World Record Egg will likely be a thing of the past), and the temptation to delete posts with low like numbers will abate. However, it could present a challenge for influencers; while likes are becoming a less valuable metric when assessing their value and impact, the invisibility of this measure could make identifying bankable partners more difficult.

An Instagram spokesperson has confirmed that these tests are happening, but there’s no target for a release of the feature, or even if it’ll be released officially at all. But previous features uncovered by Wong in this fashion have gone on to be released. So now we wait.

Twitter: New Control Over Conversations

Meanwhile, over on Twitter, a well-received test feature in their prototype twttr app appears to be coming to life in the full version this summer.

“Hide Replies” will allow the original poster on a thread to alter the visibility of replies on the timeline. Unlike Facebook or Instagram, which allow the original poster to delete replies outright, Twitter will instead permit them to “hide” them, requiring an additional click to be viewed as part of the conversation.

This is a pro for those who find themselves attracting any sort of distracting response: at best, extraneous or off-topic responses; at worst, abuse or trolling responses. However, a need for an original poster to sift through replies that fall into the “worst” category is among the potential cons for the feature. Another possible downside? This feature allows for the silencing (or, at the very least, temporary obstruction) of dissenting opinions—or even factual additions to a conversation.

The “hide replies” measure is among several Twitter shared as part of an update on their pursuit of the ever-elusive and ill-defined metric of “platform health.” Other changes include clearer explanations for tweets designated to stay on the feed despite their violation of the rules, and more ease in sharing specifics when flagging tweets that threaten user safety. In all of this, the goal seems to be twofold: to reduce the burden of those most vulnerable on Twitter for keeping themselves safe, and to distance themselves as a company from their reputation for being negligent toward these users.

Will These Measures Work?

It’s hard to know whether the measures each platform is taking will make a dent in a culture that has already shifted so dramatically as a result of these apps. And it’ll take far more than this to cure the ills that each site suffers from. Instagram, thanks to its parent company Facebook, was part of a major news dump for its vulnerable password storage system. And even as these changes were being reported and progress was being shared, Twitter’s Jack Dorsey found himself under fire at TED 2019 for the site’s glacial pace of change.

But for the time being, the focus is on how to make these sites better for those who have made them part of their daily lives. And what these measures seem to have in common, is returning some control over the experience to the user. It’ll be interesting to see how, when given some power in these spaces that often make many feel powerless, the experience starts to change for all involved.

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The post Testing Reveals Twitter and Instagram’s Efforts to “Reduce Herd Mentality” on Their Platforms appeared first on Social Media Week.

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10 Inspiring Examples of B2B Influencer Marketing in Action

10 Inspiring Examples of B2B Influencer Marketing in Action
— Read on www.toprankblog.com/2019/04/inspiring-b2b-influencer-marketing/amp/

5 Can’t-Miss SMWNYC Sessions for Better Managing Campaigns

A common goal of virtually every marketer is creating effective campaigns that move the needle. On top of constantly shifting audience interests and technology updates, they face budgetary constraints that add complexity to their day-to-day efforts.

While recent estimates find that by 2021 U.S. digital marketing spend will near $120 billion, at #SMWNYC we’ve programmed a lineup full of brands, agencies, platforms, and experts that will help stretch your campaign budgets while still achieving outcomes that are impactful as they are cost-effective.

Here are a few highlights:

1. Using Social Insights to Enhance Campaigns

What do your customers think about your brand? What are they saying and thinking about when it comes to your competitors? These are valuable insights an effective social listening strategy enables you to have.

In this session, hear from leading strategists at GMR Marketing, Rockefeller Foundation, Stella Rising and Relevant Sports as they share how they’ve applied social analytics to build consumer profiles, identify key influencer partnerships, develop effective event promotions, and capitalize on emerging trends to inspire successful campaign strategies.

2. Fueling Impact & Measuring ROI

76% of marketers claim that their biggest challenge in our ever-growing industry is measurement and ROI. As we look ahead, navigating this overarching issue will become increasingly important to securing measurable results throughout each stage of the marketing funnel.

Daniel Schotland, COO of Linqia, will explore this theme by outlining ways to structure influence marketing programs to maximize outcomes and providing tips for identifying the metrics you’ll need to evaluate your campaigns.

3. The Future of B2B: LinkedIn’s Perspective

What does “replication” mean in the B2B world and what is its importance? How can I develop sustainable B2B marketing business outcomes using a simple mental model?

Learn from LinkedIn’s Global Director of Marketing Development, Jann Schwarz, as he answers these questions while underscoring contrarian marketing concepts and trends that are not always obvious to the common marketer, yet nonetheless very powerful in shaping how we do marketing.

4. Improving B2B Marketing with Instagram

With each Instagram update ushering its way onto the scene, the connection the platform presents between your brand and audience members can easily be lost in the shuffle posing the fundamental question, how does my brand fit on this visual channel?

To help ensure your approach is refined and geared to drive better engagement, this Academy class will identify ways to use stories to increase engagement across our posts, opportunities for taking advantage of UGC, and how to analyze and apply Instagram Insights so you can amplify your brand’s voice.

5. UGC & the Agency Model

The digital era has introduced numerous changes to the advertising landscape — one of the largest being the democratization of content. With more and more people getting their hands on smartphones, agencies continue to seek ways to evolve with their audiences and shift their models so they can stay abreast of the pace that content travels today.

In this session, hear how to create scalable content without the need to dish out more dollars, and identify the best practices to keep top of mind when working with consumers.

Additional events you’ll want to bookmark include this Academy session that will detail how to monetize your company’s Facebook Groups. Earlier this month, we also announced our lineup for our first-ever Paid Social Summit that will shed light into new product updates, strategies, tools, and case studies that can improve our paid social strategies today.

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The post 5 Can’t-Miss SMWNYC Sessions for Better Managing Campaigns appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/04/5-cant-miss-smwnyc-sessions-for-better-managing-campaigns/

Future-Proof Your Marketing Strategies with These Brands at #SMWNYC

What’s the secret to preparing our brands for the next generation? Many marketers would agree it’s about adopting a business model that drives better, more authentic storytelling rooted in meaningful customer experiences that stand out above the social media clutter.

During SMW New York, we’re bringing together senior marketers and founders from some of the most innovative, industry-shaping brands in the world to hear first-hand how they’re wielding the power to change the world and define the future of how we do marketing.

VIEW THE FINAL #SMWNYC AGENDA

With only 12 days to go and with record numbers of attendees already confirmed, we suggest you secure your pass as quickly as possible before we sell out.

Here are some of the highlights of the brand-centric conversations we will be hosting throughout the week:

  • Justin Parnell, Senior Director, Oreo, at Mondelez International, will sit down with 360i President, Abbey Klassen, and Alex Diamond, Director, Program Marketing at HBO to share actional tips for successful brand collaborations.
  • Anna Ritchie, Head of Social Media, Campbell Snacks, will participate in a conversation with leaders from Dollar Shave Club, Inmar, and more that outlines ways to scale influencer campaigns.
  • Tiffany Holland, Digital Enterprise Marketing Director, T-Mobile will share how they have turned their social media channels into a powerful tool to answer key business questions and gain insight into audience behavior.
  • Edlynne Laryea, Director, Global Neutrogena Digital Transformation and Sustainability, Johnson & Johnson and Jay Sethi, Vice President, Smirnoff & Nurture Brands Portfolio, Diageo who are winning the hearts and minds of consumers with stories that penetrate and reverberate long after the campaign is done.
  • Chris Marino, Director, Digital Media Acquisition at American Express, will explore how AmEx has shifted the perception of its brand through unlocking mid-funnel messaging.
  • Rani Mani, Head of Global Social Influencer Enablement & Employee Advocacy at Adobe, will offer advice for simplifying and sustaining your influencer relationships and the must-have elements to implement in your programs.

We’re also excited to launch our new program, The Brands Leaders Experience which will feature over 100 brands who will come together to explore the future of marketing. Confirmed brands include GE, Boxed, momofuku, Siemens, Spotify, RedBull, Samsung, Birchbox, Blink Health, Bombas, PepsiCo, Airbnb, Conde Nast, Juice Press, and Mastercard.

There’s still time to join these speakers and many more at SMWNYC (April 30-May 2), at the Sheraton New York Times Square – so act fast, and look toward a future of empowered brands with us!

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The post Future-Proof Your Marketing Strategies with These Brands at #SMWNYC appeared first on Social Media Week.

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PODCAST: Changing the Fabric of Conversation with Travis Montaque, CEO of Emogi

This week’s episode of Social Media Week’s Leads2Scale podcast features Travis Montaque, Founder & CEO at Emogi, a content engine for communication services that helps people have better conversations.

During the conversation, Travis discussed:

  • His early career in investment banking and what led to him starting a tech company
  • Why he thinks visual communication and emoji’s, gifs and stickers have become so embedded into how we communicate today
  • How he sees these new forms of communication shaping culture and language
  • Some of the ways in which brands are now beginning to leverage the Emogi platform and how he sees this evolving in the next few years
  • And much more!

Listen to the full episode below:

Subscribe to Leads2Scale on Anchor, Apple Podcasts, Breaker, Google Podcasts, Pocket Casts, RadioPublic, Spotify, Castbox, Overcast, or Stitcher.

If you have suggestions for who we should interview or what topics you would like us to cover, please reach out to us at leads2scale@socialmediaweek.org.

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The post PODCAST: Changing the Fabric of Conversation with Travis Montaque, CEO of Emogi appeared first on Social Media Week.

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Hear from Fyre Festival’s Accidental Influencer at #SMWNYC

Before becoming Internet famous, event producer Andy King didn’t know what the words “trending” and “meme” meant. In fact, during a mini interview posted to his personal Twitter account, he admitted that he once though “meme” was pronounced “me-me.” Now, he’s a noun, a verb, and an adjective all at once.

In a candid dialogue titled, Keeping the Fyre Alive: A Conversation with Andy King, he’ll walk #SMWNYC attendees through the story about how he became an overnight celebrity following the debut of the Netflix documentary, “Fyre: The Greatest Party That Never Happened,” which documents the behind the scenes of Fyre Fest and how the event became a federally investigated fiasco subject to a class action lawsuit.

For those unfamiliar, Fyre Fest was a two-weekend music festival scheduled to take place on a private island in the Bahamas in April 2017. Despite promises of idyllic immersive experiences, including exclusive yacht parties and luxury housing and cuisine, festival-goers were greeted with left-over hurricane tents and no live music.

Using his infamous claim to fame, Andy is now committed to wielding his story and strengthening his platform to serve as inspiration for the events industry and beyond, ensuring it has a positive lasting impact for his business and those it serves.

“If I can drive positive influences and a lot of positive energy towards social and environmental impact, which is what I base my business on, then I think I can utilize this moment to do a lot of good.”

Join us as we chat with Andy and explore:

  • How Fyre Festival — a highly publicized, influencer-backed experience crafted entirely using social media — ended up being an undelivered dream
  • How he’s using his newly-amassed audience as a force for good by launching an initiative to support production sustainability
  • How it felt to become a meme overnight and how he’s dealt with the influx of attention
  • How he feels about our current influencer culture and how Fyre Festival shaped his perspective

There’s still time to secure your pass to join us at the Sheraton Times Square to hear Andy’s talk and 100+ additional sessions featuring Seth Godin, Casey Neistat, Sara Fischer, and many more leading storytellers, brands, and platforms. You won’t want to miss our most expansive program to date!

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The post Hear from Fyre Festival’s Accidental Influencer at #SMWNYC appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/04/hear-from-fyre-festivals-accidental-influencer-at-smwnyc/

How To Caption Your Content Across All Social Media Platforms

Video is now an essential part of the social media experience. It provides a highly compelling vehicle for storytelling, and captures the attention in a way that eclipses static content like text or photography. So it’s not surprising that, according to a study released by We Are Social, 70% of companies are planning to focus on video this year. However, video needs to be more than just visually stunning and competently produced—it needs to be enjoyable for all, including the 466 million people globally who are deaf or hard of hearing. Increasingly, this means including closed captioning and subtitling for the videos you produce and post on your brand’s behalf.

Thankfully, a number of leading social media platforms are shouldering part of the responsibility for this task. In creating these options, their hope is that more friends, followers, and partners will be able to enjoy and learn from your content. If you’re looking to get started captioning video, here’s how to do it.

Twitter

Twitter’s support for native subtitling is the newest of the platforms we’ll discuss; it was added to their suite of accessibility options within the last month. Available in the Twitter Media Studio, the process requires the uploading of an SRT (SubRip Subtitle) file, composed with relative ease via Notepad or Text Edit on your computer.

Once you designate the language of origin, you’re now ready to release a video that can be easily understood. Given that 93% of Twitter videos are watched without sound, it is a highly advantageous feature for your video content.

Facebook

Reportedly, 80% of social media users react negatively when an ad or other video auto-plays with sound; captioning content that shows up in these feeds can help you grab attention without arousing shock or ire. Facebook has a few options for subtitling video; the company released an “auto-caption” option in 2017, but it has come under occasional fire for its accuracy. They’re not alone in this challenge (YouTube faces it as well) – any site’s automatic option is subject to the interpretation of the technology used to decipher it. Should you wish to avoid these flubs and upload your own, you can do so after uploading the video.

Once the upload is complete, click “Subtitles and Captions” in the right hand column. You’ll be asked about the native language of the video; select the one that is appropriate for the content you’re sharing. Then, you can upload the SRT file containing your video’s script and captioning timestamps. And if you do want to chance the discretion of an auto-subtitling, you can select that option here as well.

YouTube

As you might expect, the streaming video giant places a high premium on accessible video. A less expected development: as of press time, the Beta version of their Creator Studio doesn’t support the subtitling or captioning of uploaded video. Users wishing to assure a video’s accessibility for the hearing-impaired have to revert back to the “Classic” version of the studio and complete the task there. Looking to help advocate for the change? When you toggle from the Beta version to the Classic edition, report your need for captioning and subtitling support as the “reason” for switching.

Once in the Classic version of the Studio, go to the Video Manager and select the video you’d like to caption. Next to that video, click the drop down menu near the “Edit” option. Select the Subtitles/CC option; from there, you’ll be prompted to either allow auto-subtitling or to upload an SRT file containing your video’s text and timestamps. A benefit of YouTube’s subtitling options is the “in-between” option of sharing a video’s text, and having the platform help you “auto-sync” your words to the video’s timing needs. It serves as an elegant solution for those with a transcript but no sense of how the words are timed in the video.

LinkedIn

LinkedIn is one of the newest platforms to support video, but the delayed gamble is paying off- now that the format is prioritized in the News Feed, video posts are reportedly being viewed at a rate nearing 50%. Given the newness of their support for the medium, it makes some sense that their support for subtitling is currently only available for desktop users. But given the rapid pace of innovation for the platform, this is likely to change soon.

Upload your video as you normally would. When the video preview appears, click the Edit icon in the upper right corner to reveal the Video Settings. From here, you can “Select File” and upload your SRT file. Save the file addition, and click “Post.” From that point forward, your video will appear with subtitles.

Who’s Missing?

It may seem as though the major players have addressed this challenge admirably, but there is one notable omission to the lineup: Instagram. Despite the popularity of video on the platform, and its exponentially increasing use, there still is no support for native subtitling on the platform- much to the frustration of accessibility advocates and activists. More motivated users can seek out third-party tools to fill this gap, but a lack of native capability might provoke the question: why won’t Instagram make it easy for its users to communicate with the deaf and hard of hearing?

Speaking of third-party tools, it should be noted that many common dashboard tools, designed to streamline social media posting and scheduling (i.e. Buffer, Hubspot, TweetDeck) are ill-equipped to help its users easily caption video. For this reason, native capability on respective platforms is crucial. If you are a user of these tools, advocate to their support teams for the addition of these features. Their tools – and the platforms they want to simplify access to – have the power to streamline and simplify storytelling for us all. But those stories should be ones that all can enjoy. And until these options are made compulsory and easy to use, that simply won’t be the case.

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The post How To Caption Your Content Across All Social Media Platforms appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/04/how-to-caption-your-content-across-all-social-media-platforms/

Facebook Announced Moves Toward Platform ‘Integrity’ – Here are 5 You May Have Missed

Since 2016 and the aftermath of Facebook’s many scandals around misinformation, the social media giant has maintained a mantra of what they call “reduce, remove, inform.” By their own word, they describe the practice as

[r]emoving content that violates our policies, reducing the spread of problematic content that does not violate our policies, and informing people with additional information so they can choose what to click, read, or share.

Last week, Facebook convened a gathering in Menlo Park with a number of journalists to outline the latest ways they’re enacting these principles. A few parts of the process have been heavily reported on, including the new “click gap” metric (lessening the impact of sites that are optimized to spread virally on Facebook); a Group Quality metric designed to de-prioritize groups that “repeatedly share misinformation”; and Trust Indicators, an initiative from The Trust Project dedicated to assessing the credibility of linked or cited news sources.

An overall benefit of the announced moves: in what seems to follow a lead set by Pinterest, “freedom of reach” is being limited for those who aim to use the site to sow discord and toxicity.

While these measures got several mentions in coverage of the summit, there are a number of additional measures that will also have an impact on the platform’s efforts to curb its debilitating misinformation and abuse. The full list is available in Facebook’s News Room, but here are five moves worth mentioning:

1. Applying Facebook’s Verified User badge to communications in Messenger

The Verified User badge on Facebook proper us designed to distinguish authenticated and highly visible users to post and participate on the site without fear of being impersonated by clone accounts. However, the badge didn’t “carry over” into Messenger. As a result, communications in the app were vulnerable to impersonators. But now that the badge applies in both places, the “tool will help people avoid scammers that pretend to be high-profile people by providing a visible indicator of a verified account.”

2. Expanding the Context Button to images

The Context Button debuted last year to provide additional details about publishers and article contents, in hopes that the information would help people decide whether or not to share a news item. In expanding this functionality to images, the platform hopes to prevent doctored or otherwise falsified images from similarly spreading misinformation.

3. Expanding the role of The Associated Press as part of the third-party fact-checking program

After Snopes’ departure from a partnership with Facebook over a need to examine “the ramifications and costs of providing third-party fact-checking services,” the platform has decided to work with a coalition of academics, journalists, and others to take up the charge of verifying as much content shared on the site as possible. Given the sheer volume of information being shared there, this is no easy task. But the reputation of a partner like the Associated Press will hopefully provide some sorely needed credibility to Facebook’s fight.

4. Transparent tracking of updates to Facebook’s Community Guidelines

Technically, users have had open access to the often-updated Community Guidelines since 2018. But in the spirit of transparency, this new version will make monthly notes of what has changed, making it easier to understand what moves are being legislated against, and why actions that hadn’t previously been taken, are now within the platform’s purview.

5. Forward Indicator and Context Button make the move from WhatsApp to Messenger

Despite its major challenges with misinformation, WhatsApp was curiously absent from Facebook’s list of advances to combat its truth challenges. However, one announcement that alluded to it was a measure that was originally deployed there. The Forward Indicator, a mechanism designed to track messages, lets someone know if a message they received was forwarded by the sender. The Context Button, which provides more background on shared articles, now also works in Messenger.

As The Verge’s Casey Newton correctly notes, these sorts of measures are a step in the right direction for any platform aiming to rein in misuse and regain the trust of its most vulnerable users, who have been burned by past inaction. But hopefully, these small steps will collectively move Facebook (and other websites struggling with similar challenges) toward an identifiable goalpost, one where success in these measures can be clearly articulated and its impact clearly measured. It’s perfectly valid to commend Facebook for this sweeping slate of changes, but it’s also okay to ponder the question: “to what end?”

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Vimeo Centers Storytelling with Magisto Acquisition

Vimeo’s latest acquisition was made with the power of storytelling in mind- which, naturally, makes it an attractive move for us to cover.

This week, Vimeo CEO Anjali Sud shared news of the company’s purchase of Israeli video company Magisto, for an undisclosed amount (but is rumored to be approximately $200 million). Sud praised their team of employees and engineers for their “brilliant group of video technologists who have spent the last decade helping over 100 million people create videos online.” She went on to praise several of the features of their service that likely made them attractive as a target for Vimeo:

During that time, they developed proprietary technology and a deep expertise in short-form video storytelling — everything from intuitive mobile experiences to cutting edge AI to powerful video editing tools.

According to TechCrunch, this deal “underscores Vimeo’s strategy to position itself as a one-stop shop for companies and individuals that publish videos online—either as part of publicity campaigns or as the basis of a bigger process.” But for Sud, the goal is far loftier; with more powerful tools and easier access, these campaign developers and other users can not just create more video, but tell better and more interesting stories.

Building on the debut of Vimeo Stock, and leaning on the expertise of the creative community that currently buoys the platform, Sud is eager for “[the] creative community [being] partners in bringing quality and craft to those stories. These are ambitious goals, but entirely possible with the combined force of two companies who believe in the power of technology to lower the barriers for quality storytelling.”

Magisto’s founder and CEO, Oren Boiman, will continue to head Magisto, reporting to Vimeo’s Chief Product Officer Mark Kornfilt. Magisto’s 75 employees, currently based in Israel and California, will all be joining Vimeo. Boiman echoes the excitement that Sud shared: “we’re thrilled to join Vimeo’s industry-leading platform, and to power their vision to make professional quality video creation accessible to all.”

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Like It, Love It, Celebrate It: Why Social Media Marketers Will Love LinkedIn’s New Reactions

If you look below posts on LinkedIn, you might see something slightly different than you’re accustomed to seeing.

Where posts on your feed previously generated Likes, they might now be receiving a few different reactions. Appearing under content with a variety of multicolored circles, these new reactions are expanding the ways LinkedIn users can express themselves.

Who Needs More Than a “Like”?

The need to express oneself on LinkedIn might seem excessive or unnecessary for a professional platform, but Product Manager Cissy Chen insists these new options were in more demand than you might think:

One of the things we regularly hear from all of you is that you want more expressive ways than a ‘like’ to respond to the variety [of] posts you see in your feed. At the same time, you’ve also told us that when you post on LinkedIn, you want more ways to feel heard and understand why someone liked what you said.

The latter is incredibly common; when posting something that could be construed as bad or disappointing news (headlines about disappointing hiring trends or discouraging experiences, for example), a “like” hardly feels like an appropriate reaction. Product designers for the platform took up this challenge heartily, “determined to stay focused on our members’ needs and the unique conversations they have on LinkedIn,” said product designer Ricardo Rivera. They sought to create options that helps users to know “why someone ‘liked’ what they shared, as well as more lightweight ways to express that a post resonated with them.”

The Result: Meet LinkedIn’s New Reactions

In addition to the preserved “Like” option, users worldwide will soon have access to the following four reactions:

Celebrate

Part of the process that LinkedIn product designers used to determine the most appropriate reactions was an analysis of the most common 1-2 word responses to posts. Their number one finding? “Congratulations.” As a result, this reaction button (designated by a green set of applauding hands) was developed for users to “praise an accomplishment like landing a new job or speaking at an event.” Marketers can use instances of this reaction to gauge appreciation for company milestones, appearances on industry lists, and additions to their respective workforces.

Love

Chen writes in her product announcement that this button, designated with a reddish coral heart, would be most appropriately deployed “to express deep resonance and support, like a conversation about work-life balance or the importance of mentorship.” This one seems to be a direct result of data provided from feedback mechanisms like user surveys and comments- where people often said, “I need a ‘love’ button.” Social media marketers can keep an eye out for this reaction upon the release of new products or product features, or helpful responses to follower queries.

Insightful

At times, it can be helpful to be able to indicate that a point made you think- without doing so in a way that indicates you “like” it. The Insightful reaction, represented by a yellow lightbulb, was designed for precisely this. “In past research,” Rivera noted, “we found that posters want to know whether these ideas have an impact on other people. This insight (no pun intended) inspired the “Insightful” (and “Curious”) reaction. When using content to present ideas that they hope will spark behavior changes or meaningful feedback, observing the use of this reaction can help content creators determine whether their content is achieving the desired goal.

Curious

This reaction, closely related to the Insightful response, “lets [users] show [their] desire to learn more or react to a thought-provoking topic.” This option could provide particular insight to content creators, as it could provide clear clues about what elements of a concept or process might merit follow-up or supplemental coverage. This reaction, denoted with a purple “thinking” head, is one that likely finds special utility on LinkedIn—a more educational space than other platforms who have deployed reactions previously.

Four New Ways to Connect Humans Worldwide

While LinkedIn’s decision to develop additional reactions doesn’t seem like a novel one, especially three years after occasional competitor Facebook released theirs, what does seem novel here is the deliberacy with which the platform moved. Three admirable principles upon which the company based their reaction development were constructiveness to a poster, meaningful interaction drive (versus vanity metrics), and global universality- Rivera and his design team insisted that “reactions should be understood globally so that every member of the global workforce can have productive conversations with each other on LinkedIn.”

To acknowledge that humans can have a multitude of reactions to a single stimulus, in turn acknowledges the humanity of people using the platform. This is a stride that aligns with LinkedIn’s recent larger focus in this area: “LinkedIn has been infusing a warmer, more human look and feel in all of [its] visuals to help build more emotional connections,” and the manner in which this change was deployed demonstrates that. After so many years of fighting its reputation as a stiff, hard-to-understand platform, moves like this and their “Kudos” feature are actively making a dent in that perception.

And for marketers seeking to infuse humanity in their communications, LinkedIn is finally a platform that can “meet you there,” as it were. Inc. points out that “a more diverse range of options lets marketers know how people truly [feel] about their content.” Although the full range of reactions isn’t captured here—notably, there are no negative or potentially negative options provided—it does give social media managers and social listeners new insight into the audiences they’re seeking to understand…and all the many feelings they may have about you and your company.

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Don’t Miss These World-Renown Thought Leaders & Business-Builders at SMWNYC

This year’s headliners represent the thought leaders, entrepreneurs, and business leaders who are driving change in a new era of marketing.

Catch them across keynotes, mainstage sessions, and fireside conversations as they tackle a diverse assortment of topics including data privacy, community building, and the growing impact of social media.

VIEW THE FINAL #SMWNYC AGENDA

Scott Harrison

Scott Harrison is the Founder of charity: water, a non-profit organization dedicated to providing drinking water to developing countries. In carrying out its mission, charity: water has created a donation model centered around creative branding and commitment to transparency serving as an exemplar for others in the space.

On April 30th, Scott will sit down with SMW’s Founder Toby Daniels in a fireside conversation to reflect on the previous decade and underscore key storytelling principles that have been the common ground for charity: water’s success.

Bookmark Scott’s session >>>

Radha Agrawal

Radha Agrawal is a social entrepreneur, community architect, international speaker, and author. As Co-Founder and CEO of the popular global morning dance community, Daybreaker, she has created a community of almost half a million people across 25 cities.

Her new book “Belong: Find Your People, Create Community & Live a More Connected Life” highlights the core methods for community building that she and her team used to achieve this goal. On May 1st, Radha will leverage Belong’s overarching themes and message to provide attendees with a blueprint for fostering their own authentic communities.

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Brittany Kaiser

Brittany Kaiser is a human rights and data privacy advocate who served as the main whistleblower in the Cambridge Analytica scandal of 2016. Following this crisis, she began a journey to inform people about the shady practices of the data collection industry. As part of her efforts, Brittany spoke at the European Parliament, the British Parliament, and the U.S. Congress

On May 2nd, Brittany will share details about her work and discuss the dichotomy the rise of data collection has created. Specifically, how technology can be used to produce targeted and relatable content, but at the same time create additional issues of privacy and safety.

Bookmark Brittany’s session >>>

Seth Godin

Photo: Bjorn Amundsen

Seth Godin is a best-selling author, entrepreneur, and Marketing Hall of Fame Member. In addition to writing the most popular marketing blog in the world, he’s authored 18 books including, This is Marketing: You Can’t Be Seen Until You Learn to See.

At SMWNYC, he’ll deliver the closing keynote on May 2nd titled, “Social Media and the Revolution,” where he’ll provide insights into how we can harness our influence in a social media world. His takeaway will be simple and actionable: although the world is changing fast, we have the leverage to make it better with our positive stories.

Bookmark Seth’s session >>>

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PODCAST: High Performance UGC for Brands with Jeff Ragovin, Chief Growth Officer at Social Native

This week’s episode of Social Media Week’s Leads2Scale podcast features Jeff Ragovin, Chief Growth Officer and Investor at Social Native, the #1 Platform for high performing branded content on demand.

During the conversation, Jeff discussed:

  • His early work at Acxiom and Acronym and the leap he made into the startup world with Mike Lazerow and Buddy Media
  • The early days of getting Buddy Media off the ground and how ended up selling to Salesforce for $800M
  • We also discussed his latest venture, Social Native and how they are enabling brands like Crocs and Intel to deliver UGC driven campaigns

Listen to the full episode below:

Subscribe to Leads2Scale on Anchor, Apple Podcasts, Breaker, Google Podcasts, Pocket Casts, RadioPublic, Spotify, Castbox, Overcast, or Stitcher.

If you have suggestions for who we should interview or what topics you would like us to cover, please reach out to us at leads2scale@socialmediaweek.org.

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Introducing Social Media Week’s First-Ever Messaging Summit

Today, we’re announcing our partnership with OpenMessage and Bonin Ventures to bring the NYC community, the first-ever Messaging Summit, which will take place during SMW New York on May 1.

Secure your pass to #SMWNYC and guarantee your place at The Summit!

In 2016, a whopping 1.58 billion mobile phone users accessed over-the-top (OTP) messaging apps to communicate. This figure is projected to grow to 2.48 billion by 2021. But more importantly, today messaging represents the largest amount of human attention on any mobile platform!

Given that messaging platforms have experienced steadfast growth in recent years and that they represent the next frontier in personalized and permission-based marketing, we’ve curated this special event to ensure marketers like you have the insights, tools, and practices you need to capitalize this next wave of innovation.

We’ll be sharing more details around the agenda in the coming days, but for now, here is what you can expect when you attend:

Analysis of the messaging sector

Learn about the trajectory of the messaging space and its impact on marketing, including key trends and themes you need to inform your future DTC strategies.

Mobile messaging security and privacy

Data privacy and security experts will come together and offer their perspectives on privacy in messaging and how they view the balance between delivering customized user experiences while keeping audiences’ privacy intact.

What’s next

In addition to the messaging apps on OS, there are a number of new players creating a great deal of disruption to messaging. Hear from industry leaders as they share their thoughts as to what we can learn from the way they think about this platform.

The Messaging Summit is currently open to Standard, Premium, and U25 pass holders, however, to guarantee your place, you must first secure your pass to #SMWNYC and then pre-register via the link in your confirmation email. Spots are filling up quickly, so don’t wait too long! Save 5% through 6pm tomorrow, April 12th.

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YouTube’s Hunger for Engagement May Have Been Its Downfall, Says Bloomberg

Engagement is a metric that, for a time, many of us were willing to chase in pursuit of success. We wanted eyes on our articles, and lusted after the likes, favorites, and comments that would inevitably follow. But as a scathing Bloomberg report has revealed, this chase on the part of YouTube could lead to its downfall.

The Blind Dash to One Billion

Citing a 2012 decision to institute an objective of one billion hours of viewing a day on the platform, the expose explores how the site effectively rewrote its recommendation engine toward reaching that goal – at the expense of viewer safety, and despite the warnings of several YouTube and Google employees. The result? In some of its darkest corners, it ignored growing conspiratorial tendencies, allowing them to proliferate in dangerous ways. Bloomberg’s Mark Bergen put it ominously as he wrote:

The conundrum isn’t just that videos questioning the moon landing or the efficacy of vaccines are on YouTube. The massive “library,” generated by users with little editorial oversight, is bound to have untrue nonsense. Instead, YouTube’s problem is that it allows the nonsense to flourish. And, in some cases, through its powerful artificial intelligence system, it even provides the fuel that lets it spread.

Crushing Its Creator Community

In allowing this content—be it false or incendiary—to spread, it didn’t just hurt the platform’s users, who could easily be drawn into rabbit holes of questionable content. It also had an impact on its creator community, who had long been touted as the backbone of the platform. But the rise of this sort of spurious content happened to coincide with the demonetization and periodic hiding of high-profile creators’ products. And when these two streams of content intersected on occasion, as with PewDiePie’s since-removed anti-Semitic content or Logan Paul’s highly controversial “suicide forest video,” it did even more damage to their cache of creators.

Even as the platform (rightfully) de-emphasized the role these bad actors played in their overall strategy, many mid-level creators felt abandoned as a result. Said lifestyle vlogger Carrie Crista to The Verge last year, “YouTube seems to have forgotten who made the platform what it is.” As their unique, user-generated appeal started to cause problems, she said the site “[pushed] content creators away instead of inviting them to a social platform that encourages them to be creative in a way that other platforms can’t.”

Historically, YouTube’s strategy has been to pass the buck when faced with backlash; if its creators courted controversy, they’d highlight vetted and more secure bets (like late night content, musicians, or its marquee original programming). But at this stage, there may simply be too much to overcome without an overt pivot in strategy. Their attempted push into prestige programming has been walked back twice now; YouTube Red has pivoted from an original programming arm to a premium music service, and what was to be subscription-supported programming will now be supported by ads. A site that once rocketed to stratospheric viewership, runs a risk of cratering under the weight of its own scandals.

What Will it Take to Rebound?

The challenges that YouTube faces are multi-faceted: there is a clear need to repair its reputation with advertisers who see ample reasons to flee, to rebuild relationships with their creator community, and to minimize its role (perceived and actual) in the spread of misinformation.

In some ways, they are making clear progress. When faced with overwhelming evidence of their role in incubating child pornography rings, the site promised “blunt action” to prevent the monetization and recommendation of this content.

As Ars Technica has reported, “the company has changed many of its rules and regulations around the types of content that can be monetized on the platform, who can get paid from YouTube, and what content is explicitly banned from the site.” And once-overlooked suggestions like creating a tier of videos that, while technically within the Terms of Service, should not be amplified, have since been implemented, there remains a great deal of work to be done. But their communication with and treatment of their creator community still needs to be addressed. And in a larger sense, the company’s understanding of what’s important to their survival needs to be drastically reassessed.

A particularly prickly piece of Bloomberg’s testimony notes that when scores of YouTube and Google employees previously spoke up about the cutthroat strategy to growth, they were told “don’t rock the boat.” In these increasingly stormy seas, those times have passed. Now, drastic rerouting will need to take place to keep said boat afloat.

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Coming To A LinkedIn Feed Near You: Direct Uploads

As LinkedIn has evolved to become a living, growing compendium of your professional experience, one of its most welcome developments has been the sharing of presentations, documents, and PDFs. Now, the platform is allowing you to share these professional artifacts on your main feed.

Although the feature has existed for years on a user’s profile, and was added to the site’s messaging function late last year, it has been a clunkier process to share things like PowerPoint presentations or PDFs without linking to an outside source or using a third party like SlideShare. Last week, the native sharing functionality debuted on the desktop edition of the site, with mobile functionality forthcoming.

The feature allows you to share these professional artifacts to your personal feed, to that of a Company page you manage, or to a Group of which you are a member. The goal, according to Product Manager Margaret Taomina, is to “spark deeper conversation” among users and their connections. She goes on to marvel at the quality interactions that have already resulted from the feature’s rollout, noting:

Documents and presentations are an impactful way to share knowledge with your community and ignite richer conversations on topics you care about. From conference presentations and whitepapers to case studies and playbooks, sharing presentations is a great way to break down complex ideas, tell stories by combining words and images, and allow you to go deeper.

Taomina closes the post by encouraging users to deploy this feature not only as an additional means to display professional competence, but as a way to share meaningful content with their colleagues: “We’re always looking for new ways to help you have valuable conversations, and look forward to seeing how you use this new feature to share ideas and learn from one another.”

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Advance Your Career with SMWNYC Academy Sessions

Two weeks ago we published our final SMW New York agenda, which will bring together more than 150 speakers across 100+ sessions.

As part of this lineup, we’re offering several Academy classes designed to enhance your marketing skillsets and advance your career. Here are some highlights of topics you can expect led by brands including Vox Media, SKYLABS, TBWA/Chiat/Day, and more:

VIEW THE FINAL #SMWNYC AGENDA

Short Form Video 101

When used on social, video generates 1200 percent more likes and shares compared to text alone and 80 percent higher conversion rates when incorporated into a homepage experience.

In this session, learn the key ingredients for capitalizing on video such as when to outsource versus DIY and what differentiates a good brand video from a bad one.

Navigating Your Social Channel Mix

With so many digital channels in existence today, identifying which ones are best suited for your brand is no easy feat. To start, it begins with developing a solid strategy for assessing whether that shiny object is a ‘need to have’ or ‘nice to have.’

In this enriching discussion, learn how to tap into data to find gaps in your communication efforts and utilize tools to assess what channels are worth your investment.

Growing Your B2B Brand with Instagram

Instagram is notorious for its number of features. We’ve all witnessed the trajectory from simple feed post to the slightly more elaborate IG Stories, to Lives, and today, IG TV.

In the chaos of these updates, the connection the platform presents between your brand and your audience can easily become convoluted. In this session, learn how you can refine your Instagram approach as a B2B brand to drive better engagement and amplify your brand’s voice.

The Basics of A/B Testing in Paid Social

You may think you know your audience, but do you really?

In this session, gain a fundamental overview of A/B testing such as how it can be most easily explained to clients, how it can be used to extract the most out of your ad campaigns, and most importantly, how it can optimally help you build your brand.

Monetization of Facebook Groups

In 2018, 1.4 billion people on Facebook used Groups on a monthly basis. While the primary intention of this feature — as stated by CEO Mark Zuckerberg — was to build “meaningful communities,” they also provide brands an outlet for market research. Learn how to turn these insights into revenue in this session.

Combining Communications & Design Thinking

In the current social landscape, keeping up with ever-shifting audience interests warrants more than traditional digital strategies. In this interactive session, gain actionable insights for transforming your approach to today’s challenges and design programs guaranteed to succeed.

Attendance at these events are limited to the first 35 people, so don’t wait too long to make a move! To guarantee your place, secure your pass to #SMWNYC and then pre-register via the instructions in your confirmation email.

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