Polina Opelbaum

    • Member Type(s): Communications Professional
    • Title:Community Services Specialist
    • Organization:ProfNet
    • Area of Expertise:social media, editing, writing

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    How to Become a Big Social Mobile Enterprise

    Wednesday, February 4, 2015, 4:34 PM [#ConnectChat]
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    In our last #ConnectChat, we discussed how companies can achieve their objectives by integrating big data, social media, and mobile. David Giannetto, author of "Big Social Mobile" and SVP at Salient Management Company, explained why it's important for these digitial initiatives to work together, how leaders of a company can create a big social mobile enterprise, as well as the positive impact it can have on a company. If you missed the Twitter chat, here's a recap:

    Can you tell us a little about yourself?

    I'm author of "Big Social Mobile" just released by Palgrave Macmillan and senior vice president at Salient Management Company.

    You mention three digital initiatives in your book. Can you explain what they are?

    They are big data, social media and mobile all connected back to enterprise objectives, process, people and results. The book and my work focus on bridging the digital divide. Connecting all things digital to traditional parts of the business. An omni-experience for the consumer where omni-channel is consistent every time they interact with any part of your company.

    Why is it important for these digital initiatives to work together?

    Typically, they are segregated from each other and core company functions, and therefore don't create tangible results. Each initiative also has segregated goals: more followers, more data, more downloads. Good goals but not as good as greater profit.

    What kind of positive outcomes can an organization expect from integrating their digital initiatives?

    Big social mobile is about using them to drive revenue and profit, reduced expense, higher sales, higher CLV -- tangible results! To do that they have to be connected to the people, process, tech and information of the company -- not separate and run only by specialists.

    Do companies normally implement them in a way that they work together?

    Not normally, but desire is growing. They want to know how to do it and big social mobile provides the method for how to use them that way.

    So big social mobile provides an actual method in it?

    Yes, it covers the big picture. It also gives five steps, concerns, questions to help the reader apply to their own company.

    Can you please give an overview of these five steps?

    The steps are: 1) segment and understand your digital community, comparing them to your "physical" community of customers and such; 2) understand how you are interacting with them through all channels, physical and digital to understand their behavior; 3) understand how you want them to act or interact with you to create the best outcome for your company -- profitable patterns; 4) analyze behavior and connect big data to traditional enterprise data to see a complete picture and influence them properly; 5) connect these functions to departments and managers throughout the company, build the right infrastructure in the company.

    How can the integrated approach benefit customers of an organization?

    I define two different types of customers: traditional and "social" consumers. Social consumer/customers want to attach to a brand. They will understand what the company offers and stands for, and not only having a better buying experience but better overall experience.

    Does this also apply to consumers as well?

    Everyone is a consumer; customers have made a purchase. The distinction is important and converting consumers to customers is the goal. Social media has changed things. Consumers now have more power and can influence any brand. Brands must therefore be more consistent. Big social mobile has to show how to unify a company's brand, message, and operations across both the digital and physical landscapes.

    What advantages does an integrated enterprise have over its competitors?

    Massive advantages. It’s hard to cover in 140 characters. They understand and control consumer behavior, creating more customers and better customers.

    What can leaders of an organization do to create a big social mobile enterprise?

    Two things: 1) ask BSM specialists how they will produce *tangible* results (as I define them) to help achieve company objectives, and 2) ask "line" managers how they are using BSM initiatives to help the company. They don't know so make them learn. The answer is always information. Use information to connect these digital initiatives to traditional functions to show the impact.

    Without having a specified brand manager position, what can companies do to start integrating the responsibilities of that position?

    Without a brand manager those responsibilities usually fall to a specific manager(s). Get them to understand how social consumers react to things. Use this information to influence their thinking.

    Do you think a chief social media officer is a position PR firms will soon be looking for?

    A PR firm should be looking for a chief social media officer, because it is how you spread the word more effectively these days, but they are PR-focused. The question is should a normal, mainstream company have one? A different question with different concerns.

    Who is your book really targeted for?

    It's for executives seeking to create an ROI for these initiatives, and BSM specialists looking to do that as well as how to make themselves more valuable.

    Where can the book be purchased?

    It can be purchased on Amazon (amzn.to/173IToX) or Barnes & Noble, and lots of places online. Here’s more info: www.bigsocialmobile.com or www.davidgiannetto.com. You can join the big social mobile community for free at www.bigsocialmobile.com on the community page.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. You can send a query to tens of thousands of experts and PR agents, search the more than 60,000 profiles on ProfNet Connect, or get timely experts and story ideas by email -- all for free! Need help getting started? Email us atprofnet@profnet.com. 

    Upcoming #ConnectChat: How to Become a Big Social Mobile Enterprise

    Thursday, January 29, 2015, 3:07 PM [#ConnectChat]
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    Most companies understand the importance of social media, big data, and mobile technology. Yet, instead of having these three initiatives work together, they segregate them and end up seeing limited return.

    In our next Twitter chat, David Giannetto, SVP at Salient Management Company and author of "Big Social Mobile," will discuss why companies should integrate these initiatives into each other, how this can be done, and the benefits to an integrated approach.

    To participate in the chat, join us on Twitter on Tuesday, Feb. 3, from 3 to 4 p.m. EST and follow the #ConnectChat hashtag to follow the conversation between @dgiannetto, @ProfNet and the rest of the chat participants.

    If you cannot join us on the day of the chat, you can find a recap on ProfNet Connect the following day. We hope you will join us!

    About David Giannetto

    David Giannetto is widely recognized as one of the most influential thought-leaders at the intersection of all things information. Working with some of today's leading brands he provides both the technology and methodology necessary to create, understand and utilize information to improve performance. He has been listed as a thought-leader by the American Management Association, Business Finance Magazine and Consumer Goods Technology Magazine, and is the author of 'Big Social Mobile" (Palgrave, December 2014) and the award-winning "The Performance Power Grid" (Wiley, 2006).

    Giannetto's hands-on experience managing within the Fortune 2000 and as a consultant has created his reputation as one of few speakers, writers and practitioners who can make complex theory actionable methods, creating tangible results, driving differentiation, influencing consumer behavior and creating sustainable superior performance. He is a writer for the American Management Association and the Huffington Post, and is SVP at Salient Management Company.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. You can send a query to tens of thousands of experts and PR agents, search the more than 60,000 profiles on ProfNet Connect, or get timely experts and story ideas by email -- all for free! Need help getting started? Email us at profnet@profnet.com.

    How to Achieve Work/Life Balance

    Wednesday, December 10, 2014, 11:48 AM [#ConnectChat]
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    Whether you work for a large corporation or are self-employed, it may be challenging to manage all your work obligations with your personal obligations. Learning how to "shut off" and appreciate what's in front of you may seem easy, but doesn't always happen. In yesterday's #ConnectChat with Rachel Weingarten, lifestyle writer, style columnist and author, explained how to balance the demands of work and the holidays. Weingarten provided tips and tools that will help you manage your time and learn to disconnect. Here's a recap of the Twitter chat:

    Can you please tell us a little about yourself?

    I have two simultaneous full time jobs, I’m a marketing and personal brand strategist and also a writer/columnist and author of three nonfiction books. My latest book is called “Ancient Prayer: Channeling Your Faith 365 Days of the Year.” And since I’m the proverbial shoemaker’s child going barefoot, my own website(s) is/are woefully outdated. I sometimes teach personal branding and cosmetics/fragrance marketing on the graduate level. I’m also on TV morning shows from time to time talking about style, marketing and my books. I’ve had a pretty colorful professional and personal background that led me to this point!

    Can you tell us more about your latest book?

    My book came out in September and if I do say so myself, it’s the perfect holiday gift. “Ancient Prayer” delves into the prayers and texts that have been used for centuries to find relevance for modern life. In one of my previous incarnations, I wanted to be a rabbi, of all things. (I’ve been among other things, a celebrity makeup artist and owned the first mini-muffin company with FDA approval. I’ve also I’ve had my own TV show about women entrepreneurs on CNN Money and been an Internet 1.0 entrepreneur.) When I sat down to write this book, I had come through a life-threatening illness and was rethinking my professional life. I’m child of Holocaust survivors and marvel at deep faith that kept my father going during one of darkest times in history. I wanted to tap into that faith more than anything, what keeps you going when it feels like you haven’t got much else.

    Is your book only for religious people, or can anyone benefit from it?

    I wrote “Ancient Prayer” to appeal to people of all faiths and none at all. Of course I write from my own experiences and personal history, but my background is just one part of me. I think that in the modern world we all struggle with similar big themes -- love, faith, success, especially now when there seems to be so much injustice and fear at times. I think so many people can benefit from reading my book and just reflecting on those big themes and how they can break down for everything from work to social media. At least I hope so!

    How can we not get frazzled during the busy holiday season and try to really enjoy the holidays?

    It’s hard not to get frazzled during this time of year. For some, it’s about remembering the deeper meaning behind the winter holidays. For others, it’s about reconnecting with the people you love. For still others, it’s cutting through the crush to buy everything in sight and instead concentrate on what’s meaningful to yourself or those you love. So perhaps the best thing to do is treat the holidays like any puzzle or even work project -- come up with a plan -- how much time you’ll devote to shopping, how much you will or won’t spend, how much time you’ll spend with relatives and how to respond (or not at all) to those well-meaning relatives who seem determined to cut you down to size. There’s so much about life that isn’t manageable, perhaps the key is to learning to manage expectations during the holidays. The holidays are a wonderful excuse to distill your feelings and emotions down to what matters most. Sometimes that gets lost in the retail shuffle and the old bad feelings that can emerge. Try to focus on the simple things -- hot chocolate on a cold morning and a gift that really means something. It doesn’t have to be life changing to matter.

    What about at work? Is it possible to balance holiday cheer with professional obligations?

    Probably not. Okay, I’ll amend that -- probably not entirely. I used to create/lead a lot of professional etiquette workshops and one of the things we discussed was that whole personality clash/balance thing. It can be hard to get through incredible work pressures while trying to plan holiday fun. Conversely, it can feel impossible to get through a holiday meal or get together without checking email or texts 34 times. I think setting boundaries for yourself can be the most important thing to do on both counts. Don’t forget to work when you’re being paid to do just that, but don’t forget to enjoy the not so simple pleasures of family and friends during holiday time.

    What role has technology played in finding a work/life balance? Has it made it better or worse?

    Instinctively of course, I’d say worse. But that’s what people thought when the light bulb and telephone and radio and TV were invented. But I do worry that people are so busy staring at screens and comparing their highlight reels to everyone else’s people seem to miss out on life’s smaller moments. Eye contact seems to be a dying art. So does flirtation and silly dinner conversation. That said, our hyper-connected lifestyle doesn’t seem to be going anywhere, so it’s time for us to figure out how to make that help us in the long run. Setting up apps for everything from making your greeting card lists to gift buying to travel to setting up autoresponders or putting your phone on sleep mode during family time can help reclaim some balance.

    Some businesses are doing more to help their employees have more of a work/life balance. Is that a trend you're following?

    Definitely. It's an ongoing trend. People used to make fun of the giant tech companies swallowing their employees’ lives whole, but then offering delicious food in the cafeteria or wellness programs that employees were too busy to enjoy. It’s fascinating to note the ways that companies strive to understand the off work hours of employees and try to implement rewards or wellness programs to make them happier. I think we're at the early stages of how far this can go. Companies are learning to treat employees as valuable, multi-faceted. We've evolved from a paycheck to person model where the business and business owners look for that deeper connection and a happier, more satisfied employee makes a better run company on the whole. Ultimately, that makes for a better economy. Or that's the hope!

    What are other benefits to a business where employees have a health work/life balance?

    I can't imagine that there are anything but benefits and fewer distractions. If you're understood and appreciated, you work better so things like yoga or meditation or executive coaching on the corporate level (something my sister Kiki Weingarten does) allow businesses to give their employees something other than simply a paycheck. So you're not dreading going to work, you know there might be happy surprises and hopefully you're not counting down the hours until freedom either. Your day is enjoyable and productive and it allows these employees to recharge during their stressful day and work happier and better.

    What about freelancers? How can they better manage their time, most especially during the holiday and end of year crush?

    Being self-employed, this is something that I struggle with on a daily basis. It’s hard to shut off at the best of times, much less when you’re the proverbial chief cook and bottle washer. For me at least, it’s setting guidelines -- no email responses after x o’clock; taking a weekly tech Sabbath. Maybe start by informing your clients that you’ll be out of the office in advance and try to finish up projects or at the very least inform clients or colleagues of when you’ll be back and ready to finish things up. The flip side is that as an obsessive freelancer, I also usually pick up a ton of business during the holidays. It’s a fun way to take advantage of the corporate culture that shuts down for much of December, but that’s my personal choice -- and I get to charge a lot more for those gigs!

    How important is to delegate responsibilities when it comes to achieving work/life balance?

    Crucial. But it’s as important to know which responsibilities can be delegated and also when to let go of perfectionism. It's also a lot easier said than done. That’s something only you know about yourself and your workload though. To quote the Disney song that has been seared into all of our ears over the past year -- it’s important to learn to “Let it go.” The pursuit of perfection is an impossible ideal. Understanding how to be great while still having a life is in my opinion, the more achievable and attractive ideal, and learning to delegate is probably your best tool in doing just that.

    Why do you think it's challenging for people to find a way to balance their professional with their personal obligations?

    For all of the above reasons and then social media magnifies the achievements of others. If it wasn’t already hard enough to keep up with the people you went to high school with or your neighbors, or evil coworkers, now you’re reminded of everyone else’s accomplishments on a daily basis.

    What are your best tips for disconnecting just enough but not too much over the holidays?

    I think that's the key. Figuring out what's just enough. I don't think it's realistic any more to think you can disconnect entirely during any point, even the holidays. Maybe set up twice a day to check in, and then schedule responses and calls and texts and stick to it. It's a huge relief not to be chained to your obligations. And maybe that's a takeaway for year round, so that you no longer allow yourself to wake up at 3:30 a.m. panicked that you forgot a work thing or neglected your kid. I'm a huge fan of things like Boomerang for Gmail, so you can at least seem to not always be available.

    You also tap into and go 0-120 mph during your most productive hours, could you talk about that?

    I think we all have our own weird work quirks and something that I've struggled with is accepting my work style. So even during the holiday, I might get immersed in work, but then I'm able to enjoy the guests and gifts the rest of the time. Maybe the key is understanding the evolved too tuned in worker and workspace also means more time to shut down?

    Do you have any tips or advice for people on the pressure to change at the beginning of the year?

    Don’t do it! My first instinct is to tell you to stop being so hard on yourself. You’ve developed into the person you are by understanding your best qualities. Of course we all feel so much pressure to change and to want to become better, so I say take baby steps. Start with one small thing and build from there. Fon’t change everything, just the parts that are no longer working for you.

    Is there a place for spirituality in modern life?

    More than ever, yes there is an absolute need for tapping into spirituality in modern life. I think that as we become even more industrialized and technologically reliant, we have that huge gaping void that needs to be addressed. I wrote my book to allow people to have one short moment in their otherwise busy days to reflect simply on their inner being and how that core connects them to this crazy, messy world. I don’t think you have to believe in a deity or all-knowing being to be spiritual either. But there’s more to life than the next iPhone and sometimes it’s already inside you (and inside my book, which is Barnes & Noble exclusive). Some more about me and the book can be found here: ancientprayerbook.com

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. You can send a query to tens of thousands of experts and PR agents, search the more than 60,000 profiles on ProfNet Connect, or get timely experts and story ideas by email -- all for free! Need help getting started? Email us at profnet@profnet.com.

    Upcoming #ConnectChat: How to Achieve Work/Life Balance

    Thursday, December 4, 2014, 8:45 AM [#ConnectChat]
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    It's challenging enough to find a balance between your work life and personal life without the holidays, but when you add holidays into the mix, you are forced to find ways to manage everything all at once.

    For our next Twitter Q&A, lifestyle writer, style columnist and author Rachel Weingarten will explain how you can manage professional obligations with personal obligations during the hectic holiday season. She will also discuss how some businesses are helping their employees find work/life balance, whether spirituality can assist you in this mission, and much more.

    To participate in the chat, join us on Twitter on Tuesday, Dec. 9, from 3 to 4 p.m. EST and follow the #ConnectChat hashtag to follow the conversation between @rachelcw, @ProfNet and the rest of the chat participants.

    If you cannot join us on the day of the chat, you can find a recap on ProfNet Connect the following day. We hope you will join us!

    About Rachel Weingarten
    Weingarten is an internationally recognized lifestyle writer, style columnist and award-winning author. She’s a prolific freelance writer and weekly style columnist for Parade.com, and contributes to outlets including Jezebel.com and The Guardian, along with top-tier publications.

    Weingarten is the author of three nonfiction books: "Ancient Prayer: Channeling Your Faith 365 Days of the Year," "Career and Corporate Cool" (an Entrepreneur magazine pick for book of the year and CareerBuilder pick for most interesting career book of the year) and "Hello Gorgeous! Beauty Products in America ’40s-’60s" (a NY Public Library book of the year/book for the teen age). She has also ghostwritten a handful of other bestsellers.

    Weingarten has written for top media outlets including CNN Digital, Esquire.com, Forbes Life, Fortune, Men’s Health, Newsday, Crain’s New York Business, Newsday, USA Today, Yahoo Finance and many others. She is regularly quoted about business, marketing, pop culture, trends, and style in publications ranging from The Wall Street Journal and The New York Times to Glamour and the Associated Press.

    Weingarten frequently appears as a trends, business and style expert on top morning TV shows like Good Morning America, ABC News, The Today Show and also created and acted as the on-air talent for a show on CNN about women entrepreneurs called Enterprising Women.

    Weingarten’s day job is as a marketing strategist and personal branding consultant. She leads personal branding workshops at NYU, has lectured about the history of the beauty industry at FIT, and created business etiquette and style workshops for Fortune 100 companies.

    You can find out more about Weingarten at: ancientprayerbook.com

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. You can send a query to tens of thousands of experts and PR agents, search the more than 60,000 profiles on ProfNet Connect, or get timely experts and story ideas by email -- all for free! Need help getting started? Email us at profnet@profnet.com.

    Increasing Executive Visibility on Social

    Wednesday, October 15, 2014, 3:18 PM [#ConnectChat]
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    Many companies have realized the importance of using social media in their marketing efforts. However, is it beneficial for the company's executives to also be using social? If so, what type of content should executives post? Should they engage with customers on social? The head of digital and content marketing at Eastwick Sahana Jayaraman answered these questions and more in yesterday's #ConnectChat. If you missed the Twitter chat, here is a recap:

    Can you please tell us a little about yourself?

    I’m a digital content strategist with more than 12 years of experience. I work with C-suite executives to increase visibility.

    Besides my Twitter profile, you can also check out my LinkedIn here: www.linkedin.com/in/sahanajayaraman

    What do you say to executives who don’t want to use social media?

    I say that is okay, it’s not for every executive, but it is still critical to understand the benefits of being on social. Every CEO should understand the power of social to drive visibility for their organization and his/her personal brand. In today's “always on” environment executives must be nimble and forward thinking to break through and thrive. It is proven that social media has its unique benefits to developing a personal brand. Social CEO creates stronger relationships with influencers and increases visibility for org initiatives and thought leadership.

    What type of social media sites should executives be actively using?

    I recommend conducting some industry and audience research to find out where the conversations are happening. However, it’s safe to think about Twitter, LinkedIn and SlideShare. Long-form content is also great for deep engagement.

    How much time should a CEO be investing on social?

    Executives are busy people and it isn’t expected that they are checking feeds every minute. However, you do need to keep up. I recommend that executives typically post at least 1-3 times a week unless they are native to social. Long-form content is recommended at least twice a month to help add more context to his/her thought leadership platform.

    Can you please explain what you mean by long-form content? 

    Long-form content can include a blog post, byline or LinkedIn long-form post.

    What kind of objectives should executives have for being active on social, i.e., building their company’s reputation?

    Here are the objectives: 1) create a distinct and memorable personal brand that ties into the brand, industry and your personal values overall; 2) build good relationships with the media and other influencers; 3) offer a competitive edge to the brand, increase SOV, message resonance, etc.

    What type of content should executives tweet/post?

    Create and leverage content strategy. You need a plan and an agenda. Social can be a powerful tool in creating a halo effect to amplify offline and press engagements. Content can include news articles, blog posts, presentations, videos and graphics that help tell your story. Also, recommend implementing the 80/20 rule. It’s an old rule, but still a good one. 80 percent curated, 20 percent original.

    What are good types of visual content for the social CEO?

    Graphics are great for storytelling. Infographics for data-driven stories. Visuals for longer more complicated stories. Images to catch attention. Visuals are processed 60,000 times faster in the brain than text, and therefore it’s important to think of content as more than text.

    How can executives increase social engagement?

    Create an engagement strategy. Have a purpose for engaging on social and make it clear. Have discipline. Don't jump on the social bandwagon and fall off. Stay engaged and participate with frequency. Engage and get feedback. Get to know your followers. Find out what they care about and how you can help them, and do so. Stay interesting and provide meaningful content that is relevant and timely. Offer helpful advice, intriguing information, facts and figures, personal anecdotes, and much more. Keep them coming back for more. Be real and find your true voice in the conversation. It will feel uncomfortable at first, but eventually you'll find it.

    Is it important for executives to engage with customers on social? If so, how can they do this effectively?

    It really depends on the size and goals of the company and program. Executives must take measures to distinguish their presence on social as a thought leader, not as customer service. With that said, social has a powerful impact in gaining trust among consumers. 77 percent of people are more likely to buy from a company whose values are defined through leaderships’ involvement on social.

    What’s the best way for executives to deal with a satisfied customer on social? What about a dissatisfied customer?

    I recommend that CEOs establish a response protocol with regard to customer engagement. You want to set precedent and be consistent. Acknowledging happy customers is important. This can be done with a simple thank you, or liking of a post. Engaging with dissatisfied customers is not sustainable or the expected job of a CEO, such requests must be escalated internally. I recommend politely pointing those customers to someone within the organization that can help them find a solution. Before launching an executive on social you must understand any and all risks and have an issues management plan.

    What are some things executives should avoid doing on social when engaging with customers?

    Setting up guardrails in terms of conduct can be helpful. It depends on the personality of the executive, but here are some general rules: 1) Avoid projecting too much emotion. Passion is OK, emotion is not. Know the difference. 2) Don't feel the need to respond to every tweet or DM, especially negative ones. Do your homework first before you respond. 3) Avoid typos, acronyms and emoticons. It doesn't look professional and will impact credibility. 4) Don't say anything you wouldn't want to see in a headline or out in public.

    How can a business calculate if their competitors are receiving more mentions on social, and how can executives help this problem?

    There are social media monitoring tools that can help you track that. The one we use is Sysomos, Brandwatch and Marketing Cloud. The first step is to identify your competitors. Other influencers who have a share of voice in the conversations you want to be in. Then you start to generate some benchmarks. Identify what they are doing and develop a strategy for your own personal brand. Continue to track and monitor and let the insights help inform your strategy.

    What do you need to have in place to have a successful social CEO program?

    You need four things to have a successful social program: 1) You need to define your audience. 2)  You need an agenda. What is your platform? In your current role and in the industry. 3) Know where to reach your audience and go there. Social is one part. PR, events, and other channels must be considered. 4) Build a team. An executive program is not a one person job. You need research, strategy, writers and community managers, etc.

    Do you have any stories of executives who successfully use social, as well as how it has benefited their business?

    I launched the CEO of Kaiser Permanente. He is one of the most charismatic and visionary leaders I've worked with. I helped him engage on social to convene a dialogue on affordable healthcare amidst a debate on health care reform in America.

    Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. You can send a query to tens of thousands of experts and PR agents, search the more than 60,000 profiles on ProfNet Connect, or get timely experts and story ideas by email -- all for free! Need help getting started? Email us at profnet@profnet.com 

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