14.05 adrian barrick

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Re-inventing the role of content in UBM’s b2b media,

with stuff like this...

Adrian Barrick

(@adrianbarrick)

Chief Content Officer, UBM

Digital Media Strategies conference, London

4 March 2014

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=YFRVHiGsxEzRqM&tbnid=kX0W5ba9pdKV9M:&ved=0CAUQjRw&url=http://www.eetimes.com/author.asp?section_id=28&doc_id=1285906&ei=bnYgUoj7N4yV0QWL_IEQ&bvm=bv.51495398,d.ZGU&psig=AFQjCNGjc9X6Uim5O-Hw73SYR9u805cPxg&ust=1377945539368622

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=YFRVHiGsxEzRqM&tbnid=kX0W5ba9pdKV9M:&ved=0CAUQjRw&url=http://www.eetimes.com/author.asp?section_id=28&doc_id=1285906&ei=bnYgUoj7N4yV0QWL_IEQ&bvm=bv.51495398,d.ZGU&psig=AFQjCNGjc9X6Uim5O-Hw73SYR9u805cPxg&ust=1377945539368622

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=f71vrupDOVfCBM&tbnid=qUnOah5DpQDdYM:&ved=0CAUQjRw&url=http://andreas-in-der-ferne.blogspot.com/2006_08_01_archive.html&ei=q6ggUr6MDorv0gXeu4CACA&bvm=bv.51495398,d.ZG4&psig=AFQjCNEPDgnj43t1lK431DzUx_3eiHnjow&ust=1377958437753182

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=f71vrupDOVfCBM&tbnid=qUnOah5DpQDdYM:&ved=0CAUQjRw&url=http://andreas-in-der-ferne.blogspot.com/2006_08_01_archive.html&ei=q6ggUr6MDorv0gXeu4CACA&bvm=bv.51495398,d.ZG4&psig=AFQjCNEPDgnj43t1lK431DzUx_3eiHnjow&ust=1377958437753182

Security managers organise themselves, thanks to those helpful folk

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=3d6oaFztw5HryM&tbnid=RBN6MsUkbdCX1M:&ved=0CAUQjRw&url=http://uk.linkedin.com/pub/safetynet-security-group/60/12/5a5&ei=LX0gUsPkOLTw0gX_y4C4AQ&bvm=bv.51495398,d.ZGU&psig=AFQjCNGdSbWk9SKgMpp9UFOWfBoFj3R_zg&ust=1377947156461156

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=3d6oaFztw5HryM&tbnid=RBN6MsUkbdCX1M:&ved=0CAUQjRw&url=http://uk.linkedin.com/pub/safetynet-security-group/60/12/5a5&ei=LX0gUsPkOLTw0gX_y4C4AQ&bvm=bv.51495398,d.ZGU&psig=AFQjCNGdSbWk9SKgMpp9UFOWfBoFj3R_zg&ust=1377947156461156

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=o3iMTa-pA7KCLM&tbnid=9t9yRsaTMgVxDM:&ved=0CAUQjRw&url=http://www.smartinsights.com/social-media-marketing/linkedin-marketing/linkedin-b2b-marketing/&ei=08AgUt-hK6iS0AXCpoCQBA&bvm=bv.51495398,d.ZG4&psig=AFQjCNE7Z8IfrW7MDMVdwUOLTfgMIb-Idw&ust=1377964624189576

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=o3iMTa-pA7KCLM&tbnid=9t9yRsaTMgVxDM:&ved=0CAUQjRw&url=http://www.smartinsights.com/social-media-marketing/linkedin-marketing/linkedin-b2b-marketing/&ei=08AgUt-hK6iS0AXCpoCQBA&bvm=bv.51495398,d.ZG4&psig=AFQjCNE7Z8IfrW7MDMVdwUOLTfgMIb-Idw&ust=1377964624189576

Ahhh...those were the days

UBM had 155 magazines in 2007...and now?

Err, not the kind of ‘peer-to-peer engagement’ we quite had in mind...

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=3fvREU64BaRG9M&tbnid=jVbeq3LkSk1qVM:&ved=0CAUQjRw&url=http://gussetnews.blogspot.com/2010/05/brutal-blood-sport-targets-office-wimps.html&ei=YoYDU5-XN8OS0AWE1IDQAw&bvm=bv.61535280,d.ZGU&psig=AFQjCNHU3agTO4zqIOVyT9bBUCqF0HFhuQ&ust=1392826266371568

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=3fvREU64BaRG9M&tbnid=jVbeq3LkSk1qVM:&ved=0CAUQjRw&url=http://gussetnews.blogspot.com/2010/05/brutal-blood-sport-targets-office-wimps.html&ei=YoYDU5-XN8OS0AWE1IDQAw&bvm=bv.61535280,d.ZGU&psig=AFQjCNHU3agTO4zqIOVyT9bBUCqF0HFhuQ&ust=1392826266371568

Video and radio shows rockLive broadcasts have been effective in attracting attendees and stimulating discussion

• Live video broadcasts on Enterprise

Efficiency have generated an average of

500 registrants per show and an

average of 540 messages.

• Live video broadcasts on The SMB

Authority averaged over 300 qualified

registrants per show.

• These video broadcasts are also

generating high attendee rates with 52%

of registrants taking part.

…as do ‘digital universities’…

• Each individual 7DEE course attracts between 800 and 1,300 comments on the live chat message board running in parallel to the lecture.

• 7DEE courses amass more than 20,000 comments on the message boards from qualified attendees over a three-month period.

• More than 1,700 IT executives on average register for a 7DEE series.

A dedicated week of interactive tutorials on Internet Evolution – every week

Internet Evolution’s university program was awarded a 2012 B2B

Award of Excellence from the Business Marketing Association

and the Min’s 2011 Integrated Marketing WOW

Award.

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ftwS90h-R1ViAM&tbnid=Ymc8l5Wi2lsQCM:&ved=0CAUQjRw&url=http://cityandguildsphoto.blogspot.com/p/distance-learning.html&ei=374gUsraIcOn0AXy8YHAAg&bvm=bv.51495398,d.ZG4&psig=AFQjCNHRLr-u-pIyPCBznS73N46r4qGgJw&ust=1377964113077077

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ftwS90h-R1ViAM&tbnid=Ymc8l5Wi2lsQCM:&ved=0CAUQjRw&url=http://cityandguildsphoto.blogspot.com/p/distance-learning.html&ei=374gUsraIcOn0AXy8YHAAg&bvm=bv.51495398,d.ZG4&psig=AFQjCNHRLr-u-pIyPCBznS73N46r4qGgJw&ust=1377964113077077

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ftwS90h-R1ViAM&tbnid=Ymc8l5Wi2lsQCM:&ved=0CAUQjRw&url=http://cityandguildsphoto.blogspot.com/p/distance-learning.html&ei=374gUsraIcOn0AXy8YHAAg&bvm=bv.51495398,d.ZG4&psig=AFQjCNHRLr-u-pIyPCBznS73N46r4qGgJw&ust=1377964113077077

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ftwS90h-R1ViAM&tbnid=Ymc8l5Wi2lsQCM:&ved=0CAUQjRw&url=http://cityandguildsphoto.blogspot.com/p/distance-learning.html&ei=374gUsraIcOn0AXy8YHAAg&bvm=bv.51495398,d.ZG4&psig=AFQjCNHRLr-u-pIyPCBznS73N46r4qGgJw&ust=1377964113077077

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=REZWO-JdCJr5uM&tbnid=gYfOlCzKO2xZtM:&ved=0CAUQjRw&url=http://www.crossculture.com/services/distance-learning/&ei=V78gUu6INMaH0AWWwoHgAQ&bvm=bv.51495398,d.ZG4&psig=AFQjCNHvMEK_mbsfPJD3bv2n4SaGzc6TDA&ust=1377964161680996

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=REZWO-JdCJr5uM&tbnid=gYfOlCzKO2xZtM:&ved=0CAUQjRw&url=http://www.crossculture.com/services/distance-learning/&ei=V78gUu6INMaH0AWWwoHgAQ&bvm=bv.51495398,d.ZG4&psig=AFQjCNHvMEK_mbsfPJD3bv2n4SaGzc6TDA&ust=1377964161680996

Engineers - but possibly only engineers -love this kind of thing

Bad office

Mad office

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=WQFuHMBxn2ZpCM&tbnid=FpsOxm_Mqe3ffM:&ved=0CAUQjRw&url=http://www.programmableplanet.com/author.asp?section_id=1925&doc_id=264848&ei=SakgUuPBNIOi0QXXxoGoBA&bvm=bv.51495398,d.ZG4&psig=AFQjCNH1gyw2QAagr04qk6CVvyBtNtAhzA&ust=1377958599685910

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=WQFuHMBxn2ZpCM&tbnid=FpsOxm_Mqe3ffM:&ved=0CAUQjRw&url=http://www.programmableplanet.com/author.asp?section_id=1925&doc_id=264848&ei=SakgUuPBNIOi0QXXxoGoBA&bvm=bv.51495398,d.ZG4&psig=AFQjCNH1gyw2QAagr04qk6CVvyBtNtAhzA&ust=1377958599685910

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=UfJ0G8VKYmCDwM&tbnid=XGaq3mNbpbIxUM:&ved=0CAUQjRw&url=http://www.designnews.com/author.asp?section_id=1386&doc_id=251816&ei=xosDU6WdF-aj0QWtyICIDQ&bvm=bv.61535280,d.ZGU&psig=AFQjCNF5pclm7LgM0OIomD3PMVvtg0zCTQ&ust=1392827688923801

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=UfJ0G8VKYmCDwM&tbnid=XGaq3mNbpbIxUM:&ved=0CAUQjRw&url=http://www.designnews.com/author.asp?section_id=1386&doc_id=251816&ei=xosDU6WdF-aj0QWtyICIDQ&bvm=bv.61535280,d.ZGU&psig=AFQjCNF5pclm7LgM0OIomD3PMVvtg0zCTQ&ust=1392827688923801

Really? Propeller beanie hats? Hard to believe, but this worked too

http://www.google.co.uk/url?sa=i&rct=j&q=propeller+beanie+hat+design+west&source=images&cd=&cad=rja&docid=tCiBHxriCWAntM&tbnid=XKRq8vhvk-Nc2M:&ved=0CAUQjRw&url=https://www.facebook.com/SynapseWireless&ei=qGrMUZXOMq2a0QWD_YHgBQ&psig=AFQjCNEOjrNfoV5xm4v9eNq39_wOnptDRA&ust=1372437289407257

http://www.google.co.uk/url?sa=i&rct=j&q=propeller+beanie+hat+design+west&source=images&cd=&cad=rja&docid=tCiBHxriCWAntM&tbnid=XKRq8vhvk-Nc2M:&ved=0CAUQjRw&url=https://www.facebook.com/SynapseWireless&ei=qGrMUZXOMq2a0QWD_YHgBQ&psig=AFQjCNEOjrNfoV5xm4v9eNq39_wOnptDRA&ust=1372437289407257

http://www.google.co.uk/url?sa=i&rct=j&q=propeller+beanie+hat+design+con&source=images&cd=&docid=GXzOW3bdod4BJM&tbnid=QTlyyzYebbBpXM:&ved=0CAUQjRw&url=http://www.edn.com/design/analog/4412709/4/Slideshow--DESIGN-West-2013-in-photos&ei=C2nMUbSeHu2l0wWdy4CIBQ&psig=AFQjCNF376xplfhv2TYxiiojw5Dj2WDJ-w&ust=1372437017999424

http://www.google.co.uk/url?sa=i&rct=j&q=propeller+beanie+hat+design+con&source=images&cd=&docid=GXzOW3bdod4BJM&tbnid=QTlyyzYebbBpXM:&ved=0CAUQjRw&url=http://www.edn.com/design/analog/4412709/4/Slideshow--DESIGN-West-2013-in-photos&ei=C2nMUbSeHu2l0wWdy4CIBQ&psig=AFQjCNF376xplfhv2TYxiiojw5Dj2WDJ-w&ust=1372437017999424

http://www.google.co.uk/url?sa=i&rct=j&q=propeller+beanie+hat+design+west&source=images&cd=&cad=rja&docid=MdSn7L4EsLyZgM&tbnid=TTTXs9sXsdjxSM:&ved=0CAUQjRw&url=http://www.eetimes.com/design/microcontroller-mcu/4411668/Altium-Designer-meets-wireless-Propeller-Beanies-at-Design-West&ei=8GrMUfnCBKqQ0AXw1oHoBw&psig=AFQjCNEOjrNfoV5xm4v9eNq39_wOnptDRA&ust=1372437289407257

http://www.google.co.uk/url?sa=i&rct=j&q=propeller+beanie+hat+design+west&source=images&cd=&cad=rja&docid=MdSn7L4EsLyZgM&tbnid=TTTXs9sXsdjxSM:&ved=0CAUQjRw&url=http://www.eetimes.com/design/microcontroller-mcu/4411668/Altium-Designer-meets-wireless-Propeller-Beanies-at-Design-West&ei=8GrMUfnCBKqQ0AXw1oHoBw&psig=AFQjCNEOjrNfoV5xm4v9eNq39_wOnptDRA&ust=1372437289407257

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=f71vrupDOVfCBM&tbnid=qUnOah5DpQDdYM:&ved=0CAUQjRw&url=http://andreas-in-der-ferne.blogspot.com/2006_08_01_archive.html&ei=q6ggUr6MDorv0gXeu4CACA&bvm=bv.51495398,d.ZG4&psig=AFQjCNEPDgnj43t1lK431DzUx_3eiHnjow&ust=1377958437753182

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=f71vrupDOVfCBM&tbnid=qUnOah5DpQDdYM:&ved=0CAUQjRw&url=http://andreas-in-der-ferne.blogspot.com/2006_08_01_archive.html&ei=q6ggUr6MDorv0gXeu4CACA&bvm=bv.51495398,d.ZG4&psig=AFQjCNEPDgnj43t1lK431DzUx_3eiHnjow&ust=1377958437753182

Apart from the kit, editorial operations hardly changed in 100 years – until now

1900s ‘news factory’

2000s ‘news factory’ but with ceiling tiles

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XGVXoTW39g_JfM&tbnid=RYXDC0xfdoa9VM:&ved=0CAUQjRw&url=http://www.themillions.com/2012/04/the-bathrobe-era-what-the-death-of-print-newspapers-means-for-writers.html&ei=JoAEU_eiCsWB7QaslIDoBQ&bvm=bv.61535280,d.d2k&psig=AFQjCNGM_D8AK_YVI8EIdM1q7cks6mOs8g&ust=1392890201628655

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=XGVXoTW39g_JfM&tbnid=RYXDC0xfdoa9VM:&ved=0CAUQjRw&url=http://www.themillions.com/2012/04/the-bathrobe-era-what-the-death-of-print-newspapers-means-for-writers.html&ei=JoAEU_eiCsWB7QaslIDoBQ&bvm=bv.61535280,d.d2k&psig=AFQjCNGM_D8AK_YVI8EIdM1q7cks6mOs8g&ust=1392890201628655

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=J4JDTISc8pQTxM&tbnid=aYiDKUMItBUcvM:&ved=0CAUQjRw&url=http://newsroomhistory.com/views-of-the-newsrooms/newsrooms-and-news-meetings-in-1993/&ei=soIEU6K6PMiN7QbkmoGoBQ&bvm=bv.61535280,d.d2k&psig=AFQjCNG7ps-xGaeKw_pcZSdyOo_YlnTwqg&ust=1392890897195562

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=J4JDTISc8pQTxM&tbnid=aYiDKUMItBUcvM:&ved=0CAUQjRw&url=http://newsroomhistory.com/views-of-the-newsrooms/newsrooms-and-news-meetings-in-1993/&ei=soIEU6K6PMiN7QbkmoGoBQ&bvm=bv.61535280,d.d2k&psig=AFQjCNG7ps-xGaeKw_pcZSdyOo_YlnTwqg&ust=1392890897195562

What’s in it for our customers – and us?Partners can build relationships with the community by posting their own content

• Customers can advertise,sponsor categories, or buy integrated marketing campaigns

• Customers can connect with the community by posting whitepapers, case studies,and research papers… with options to add a social feed,videos and blogs from their leaders

Engaging stories persuade people to sign up and attend events

This.... drove 25 000 hits a month to the registration page of...

....this

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0x6dq6dJeYyRcM&tbnid=L4lvw4fxFMbSfM:&ved=0CAUQjRw&url=http://www.polygon.com/2013/12/5/5177364/gdc-2014-registrations-now-open&ei=m44EU5W-BK2O7QanqYHgDw&bvm=bv.61535280,d.d2k&psig=AFQjCNECvfWWio65ijyk7HUsz8BqPlBULg&ust=1392893901128899

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0x6dq6dJeYyRcM&tbnid=L4lvw4fxFMbSfM:&ved=0CAUQjRw&url=http://www.polygon.com/2013/12/5/5177364/gdc-2014-registrations-now-open&ei=m44EU5W-BK2O7QanqYHgDw&bvm=bv.61535280,d.d2k&psig=AFQjCNECvfWWio65ijyk7HUsz8BqPlBULg&ust=1392893901128899

In a nutshell, content matters because…

Major stories are discovered(rather easily in this case)

Get shared and engage

Then (maybe) change behaviour

http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=yQ8dFHwKrUMEUM&tbnid=89G6b4joUGyQOM&ved=0CAgQjRw&url=http://www.bbc.co.uk/news/uk-25512391&ei=Y5gEU5qqCM7T7AbnLQ&psig=AFQjCNH_9F-3voe6wHuMLMelBfwLmmicpA&ust=1392896483212209

http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=yQ8dFHwKrUMEUM&tbnid=89G6b4joUGyQOM&ved=0CAgQjRw&url=http://www.bbc.co.uk/news/uk-25512391&ei=Y5gEU5qqCM7T7AbnLQ&psig=AFQjCNH_9F-3voe6wHuMLMelBfwLmmicpA&ust=1392896483212209

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=mLgWHlLg53k6PM&tbnid=6GYD4eI_mgOSuM:&ved=0CAUQjRw&url=http://www.dailymail.co.uk/travel/article-2557574/UK-floods-West-country-guest-houses-slump-bookings-bad-weather-continues.html&ei=UJoEU76LHNSI7AbpooCIBg&psig=AFQjCNF4P_L9juxyhwGGpMrncms7nsOscA&ust=1392896962849543

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=mLgWHlLg53k6PM&tbnid=6GYD4eI_mgOSuM:&ved=0CAUQjRw&url=http://www.dailymail.co.uk/travel/article-2557574/UK-floods-West-country-guest-houses-slump-bookings-bad-weather-continues.html&ei=UJoEU76LHNSI7AbpooCIBg&psig=AFQjCNF4P_L9juxyhwGGpMrncms7nsOscA&ust=1392896962849543

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Gp8ZQGAaKBpK3M&tbnid=tDtRvu2KQxpKFM:&ved=0CAUQjRw&url=http://www.theguardian.com/environment/2013/dec/27/david-cameron-heckled-flood-yalding-kent&ei=G5wEU8f9McmL7Aa2wIDIDQ&bvm=bv.61535280,d.ZGU&psig=AFQjCNGn2gnMK9galb8LH45cLm81s6l9fQ&ust=1392897380284397

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Gp8ZQGAaKBpK3M&tbnid=tDtRvu2KQxpKFM:&ved=0CAUQjRw&url=http://www.theguardian.com/environment/2013/dec/27/david-cameron-heckled-flood-yalding-kent&ei=G5wEU8f9McmL7Aa2wIDIDQ&bvm=bv.61535280,d.ZGU&psig=AFQjCNGn2gnMK9galb8LH45cLm81s6l9fQ&ust=1392897380284397

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Gp8ZQGAaKBpK3M&tbnid=tDtRvu2KQxpKFM:&ved=0CAUQjRw&url=http://www.theguardian.com/environment/2013/dec/27/david-cameron-heckled-flood-yalding-kent&ei=UpwEU4HJLILC7AappoCYAw&psig=AFQjCNFJXUEdkq-Cl_weHJ7KY0ANVehHtA&ust=1392897485147762

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Gp8ZQGAaKBpK3M&tbnid=tDtRvu2KQxpKFM:&ved=0CAUQjRw&url=http://www.theguardian.com/environment/2013/dec/27/david-cameron-heckled-flood-yalding-kent&ei=UpwEU4HJLILC7AappoCYAw&psig=AFQjCNFJXUEdkq-Cl_weHJ7KY0ANVehHtA&ust=1392897485147762

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