the life of pie: notes for slides
TRANSCRIPT
Miko CoffeyIndependent Web & Social Software Consultant
www.usingmyhead.com
The Life of Pie
Key
Pie I have eaten
Pie I have not yet eaten
chartmore than 1/4 of the total global population
is online
Source: Nielsen / ComScore
Intro about me, my history, what we are talking about todayJan Martel - The Life of Pi
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Here is a pie chart
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1.7 billion people. Thatʼs now more than a quarter of all men, women & children on earth.
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World Internet UsersMarch 2008
37.4%
26.9%
17.4%
9.7%3.6%
3.6%1.4%
AsiaEuropeNorth AmericaLatin America/CaribbeanAfricaMiddle EastOceania/Australia
42.6%
24.1%
14.6%
10.3%3.9%
3.3%1.2%
World Internet UsersSept 2009
AsiaEuropeNorth AmericaLatin America/CaribbeanAfricaMiddle EastOceania/Australia
Source: Nielsen
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And itʼs definitely not a US-focused place anymore... even less so now.
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the ‘magic box’Google has only been around for 10years, the commercial internet less than 20... so let’s look at the history of this magic box & how it has changed everything for business, from the earliest days til today.5
This is Sally. She bakes pies
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My name is Sally,and I make pies.
Ann likes pies.
pies?
hot pies, apple piesblueberry pies, pie,sexy pies, you want pies pie pies pie pie
!
hot pies, apple piesblueberry pies, pie,sexy pies, you want pies pie pies pie pie
Sally’s Pies
click here
$
So around 10 years ago, Sally decided to get a website.This is Ann. Ann likes pie. When she wanted pie, she asked Google, who looked at Sally’s website, saw the word ‘pie’ and served it up to Ann.
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But then someone else wanted a slice of the pie, and set up a website that said pie pie pie over & over again. But they had no actual pies. This pissed Ann off.
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Sally saw that she wasn’t selling any pies, so she went to the new website, paid them some money for an ad, and that’s how she reached Ann.
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hot pie pies pie
cherry pies pie
tasty pie pies
pies pie piepie pie
$
$
$
$
$
$$
!!!!
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RELEVANCE
TRUST
Where can I get good cherry pie?
•NOT a search ‘machine’•Real HUMAN reviewers
But as time went on, more and more websites came into this market
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Ann looked for another source she could trust to deliver relevant results: Yahoo. At this point in history, it was not a search engine, a directory created by humans.
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Sally makes good pie.
For tasty pie, Sally’s pie is the best.
We know pie, and Sally’s pie is good.
Like cherry pie? Try Sally.
Pie Reviews
Pie Loversʼ Forum
NatʼlPie
Assoc
Pie Pans R
Us
1 vote
1 vote
1 vote
1 vote
Yay!
Yay!
Yay!
Every link from a relevant website to yours = 1 vote of confidence in Google
Sally
Help!
AdWordsPay per Click (PPC)
Google recognised that the concept could be adapted and automated, by looking to the ‘pie community’ to help determine a website’s relevance.
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But as time went on, the marketplace became crowded. Today there are 150 web pages for every person on earth: billions of websites. So Sally’s signal was drowned in the noise.
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This is when Google shook things up, by introducing adwords. This meant anyone could pay to appear at the top of the heap. The effect of this cannot be underestimated.
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Text
Raw video material courtesy of BBC The Virtual RevolutionEdited by Miko Coffey
Video:http://www.bbc.co.uk/virtualrevolution/interviews.shtml
Sally
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Sally’s Gourmet PiesHand-baked pie in these flavors:• Deluxe cherry pie• Amazing apple pie• Perfect pumpkin pie
Order your pie online
Why choose Sally’s hand-baked gourmet pies? ...
Sally’s PiesMy name is Sally, and I make pies.
results listing: results listing:
Hand-baked Gourmet PiesOrder Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours.
SEO
So here’s a video of John Batelle, founder of Wired Magazine, who will explain just what a massive impact this had on the world of business.
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So Sally was able to appear at the top... until everyone else started paying too, and Google made a lot of money.
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But the sad thing was that no matter how much she was willing to pay, no one was clicking on her results. This is why AdWords had such an impact: it made people realise that their listing on Google was their only chance to make a good impression. So Sally’s website went from this, to this... This is what search-engine optimisation is about... there’s more than this, but this is the basis of SEO.
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There are over 76 billion searches performed on Google
every month
Source: ComScoreAug 2009
Monthly Google Searches
• hostels - 2,240,000
• hostel - 6,120,000
• albergues - 74,000
• albergue - 450,000
• auberges - 74,000
• auberge - 1,500,000
• jugendherbergen - 823,000
• jugendherberge - 135,000
Text
Over £4.2 billion spent online every month
Source: BBCMap courtesy of WikiMedia Commons
Why is SEO important?
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And a portion of these are for your keywords.
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Key
HI marketshare
Hostelworld,Hostelbookers,Hostels.com etc
Hostel bookings
HI & SEO• Some initial work done
so far, but LOTS more to do
• High priority as of right now
• Dedicated resource:
‣ 2x new SEO staff+ Miko + Federico (P/T)+ Mktg Team / ASSD / others
• Focused on tangible, measurable results
Team SEO
• GOAL: By 2011, to increase the number of visits to hihostels.com coming from search engines by a minimum of 30%
• Aggressive, holistic approach to SEO: cover all the major areas & cover them well
• Strategy, tactical plan & measures of success
• Official Kick-off Meeting: 23 Feb
So SEO is absolutely critical if you want to keep your slice of the pie. There’s only one pie, only a finite number of people who want to travel abroad & stay in hostels. And the HI competitors are taking more & more of it.
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Our SEO Approach
SEO: 2 Types• Natural search / organic search / unpaid search
• Paid search / pay-per-click (PPC)
+ LINKS
Sally’s gourmet pies are ace.
For tasty pie, Sally hand-bakes the best.
We know pie, and Sally’s pie is good.
Like cherry pie? Try Sally’s gourmet pies.
Pie Reviews
Pie Loversʼ Forum
NatʼlPie
Assoc
Pie Pans R
Us
What determines a high rank in Google?
Sally’s Gourmet PiesHand-baked pie in these flavors:• Deluxe cherry pie• Amazing apple pie• Perfect pumpkin pie
Order your pie online
Why choose Sally’s hand-baked gourmet pies? ...
Hand-baked Gourmet PiesOrder Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours.
CONTENT
On-page SEO Off-page SEO
SEO cycle
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Which do you think is more important to Google, content or links?
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Google:80% weight = links20% weight = content
Customers 100% contentbut if they never see your content....
Source: SEOmoz
Text
Source: SEOmoz
Sally’s Gourmet PiesHand-baked pie in these flavors:• Deluxe cherry pie• Amazing apple pie• Perfect pumpkin pie
Order your pie online
Why choose Sally’s hand-baked pies? ...
Hand-baked Gourmet PiesOrder Sally’s world-famous cherry pie, amazing apple pie or pumpkin pie online. Hand-baked & delivered within 24 hours.
On-Page SEO
• Page title & description are like ‘free ads’
• Must use the keywords you are targeting
• Totally within HI’s control / remit
• Essential, not optional in competitive markets
• Must entice, must deliver
CONTENT
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As of Sep 2009
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Text
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If I’m going to get 30% more traffic, these ‘free ads’ are going to have to work a lot harder. Does this inspire you to click? How about these?
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and assuming you do click on the HI hostel link, does this deliver? You have SECONDS to make that first impression, like John Battelle said in the video... if your brand doesn’t deliver, it’s DEAD to me
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Here you can see that it’s immediately clear where to click, and the meat of the content is in this white area, your eye is immediately drawn to it.
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www.google.com/insights/search
Search term (keyword): tsunami
Search term: hostels
Search term: travel
before I move on to the other part of creating high rankings on Google, want to mention the importance of keywords... tool to check the trends over time of various keywords typed into Google. for example
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Search term: cheap accommodation
Search term: cheap hostels
Search term: best hostels
Search term: best hostels London
Singular word ‘hostel’ is fairly steady... perhaps this could indicate users are looking for a particular hostel rather than plural?Bottom shows how the ranking for your competition’s brand is steadily increasing, while yours stays the same.37
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But the term ‘best hostels’ is on an upward trend.
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Search term: boutique hostels
Search term: eco hostels
Search term: playa hostal
Search term: plage auberge
Off-Page SEO
• Of CRITICAL importance
• Links must be RELEVANT
• Should use the keywords you are targeting
• Links should be text
• Should point to the relevant page
• Partially within YOUR (NAs) control / remit
LINKS
Sally’s gourmet pies are ace.
Sally hand-bakes the tastiest pies.
We know pie, and Sally’s pie is good.
Like cherry pie? Try Sally’s cherry pies.
Pie Reviews
Pie Loversʼ Forum
NatʼlPie
Assoc
Pie Pans R
Us
Here’s where it starts to get really interesting.
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Look at the seasonal spikes, and that they are consistent over time.
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Text
3,010,000 links - 1,933 sites linking inhostels.com
74,100 links - 1,466 sites linking inhhihostels.com
128,000 links - 2,708 sites linking inhostelworld.com
179,000 links - 2,106 sites linking inhostelbookers.com
HI’s Global NetworkWhere the heck is it online?
example of NA link to HI, no text, only image - Google can’t see this.
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not just QUANTITY of links QUALITY (ie. relevance)
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(sorry)
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YouTube ‘kitten surprise’http://www.youtube.com/watch?v=0Bmhjf0rKe8
I’m buyingpies online!
I hope I didn’t get too heated there, it’s not just NA links, other kinds of links too... something I’ll touch on later...
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But for now, here’s a kitten. Everyone likes kittens
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Despite what Sally would like us to think, not every one is shopping for pies online.
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I’m booking at hihostels.com!
chart
1.7 billion
Source: Nielsen
chatting networking
commenting
ranting
meeting
sharing
laughing
helping each other
joking
BEING SOCIAL
arguing
raving
connecting
Nor are they all shopping at hihostels.com
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So this 1.7 billion, what are they doing online?
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When you have that many people coming together in the same space, even cyberspace, they will do what humans do:And when you look at all of these words, this is exactly what you have been doing over the last few days. Itʼs really no different to generation Y (who grew up with the web). Human beings are social beings, so itʼs no wonder the web today reflects that.
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625 millionage 16-54use it on a
daily basis
Source: Universal McCann
• Universal McCann
• 4 ‘Waves’ - 1 every 9 months since 2006
• Google: ‘Universal McCann Wave 4’
• Latest: Spring 2009
• Studied active internet users age 16-54 in 38 countries
Social Media Study
© Universal McCann
Roughly 1/3 of total internet users connect every day or every other dayUniversal McCann different waves of study
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SocialBookmarking
© Universal McCann
© Universal McCann
SocialBookmarking
© Universal McCann
Looks at how they use these social platforms, and considers how they may use them in future
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From an SEO perspective, these are the ones HI will be most interested in. Can someone tell me why?
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HI’s Social Media Plan
• MAIN GOAL = SEO, build more links
• Other benefits:
‣ Increased brand awareness
‣ Increased trust from customers
‣ Word-of-mouth marketing
‣ Better customer experience
Text
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Social bookmarking = the simplest form of social media
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What is a blog?
Web Page
Editorial
INFORMATION
Forum
Personal Message
CONVERSATION
+
Blog
=
Text
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remember 70% of the active internet users say they read blogs. and when you look at
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Popular travel blog called ‘Go Backpacking’http://www.gobackpacking.com/Blog/2010/01/04/pros-cons-backpacking-cuba/
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Scrolling down, we can see the pros...
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Text
Text
<185 million members
... and the cons. But here’s the bit that’s relevant to us
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Here’s our opportunity: we can reply in the comments. And include a link. And anyone else who reads this in future can find out that there ARE hostels in Cuba.
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We talked about social networks in Cairo, and I know many of you were there, may recall this slideit would be the 6th largest in the world. 185million members, 110million are active on the site every month. Thatʼs a phenomenal retention rate.
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Top Ten Countries by Population - Year 2009
<Over 350 million
active users
“Facebook’s audience is bigger than any TV network that has ever existed
on the face of the earth” - Randall Rothenberg
Head of the Interactive Advertising Bureau (IAB)
Search term: myspace
Search term: facebook
go back to MySpace, 185=total, only 110=active. Facebook only gives figures for active users: those who login at least 1x per month
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1.4 times
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As of Dec 2009
More people in America have a Facebook page than own a pet. 1.4 times more people.
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So what is a social network, what can you do on these sites? Well, theyʼre really like a kind of online personal assistant. More than 35 million users update their status each dayMore than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared
each weekAverage user has 130 friends on the site, Average user sends 8 friend requests per monthAverage user clicks the Like button on 9 pieces of content each monthAverage user writes 25 comments on Facebook content each month
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Total number of Facebook users, top 30 countries.
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What do you do with your social profile page?
© Universal McCann
But when you look at the stats per head of total population, the chart is different.
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Text
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Travel Channel’s‘Kidnap’ Results
• 3,110,299 monthly active users by Nov 2008 (6 months after launch)
• #1 branded app on Facebook, #1 travel app
• 55 million ‘kidnaps’
• 60,000 click-throughs per day
• 7 page views per person
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Travel Channel’s Facebook app/game, kidnap your friends to a city, the kidnapped friends have to visit travelchannel.com to find clues on a cheat sheet for each city
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Text
Text
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Video courtesy of BBC The Virtual Revolution
Video:http://www.bbc.co.uk/programmes/b00qn37q
30% of Facebook users surveyed said that they had given or were planning to give to this cause
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Text
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Ushahidi is entirely open-source, created without pay by volunteers. You are free to download and install it, customise it, and use it for whatever you want.
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At the top is the short text number that people can use to report incidents by SMS, the code was broadcast on radio & posters put up.Volunteers categorise the reports & geo-tag them on the map, then emergency services on the ground use this info to identify where there is need for help.
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Here is just one category... if you click on this, you can see in near real-time on the map, the number of reported incidents... and when you click on one of these points...
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Text
tweet
Source: Pew Internet
What is Twitter?
• Micro-blogging
• 1-to-many instant updates
• Only 140 characters (like an SMS message)
• New kid on the block in social networking
... you can see the actual SMS message reported, where and when it was made. It’s critical that these reports are easily & rapidly accessible to all emergency services, so having them in a single, open platform has been vital to saving lives. This is when the power of the conversation economy can shape real ones.
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And now for something a bit more light-hearted. When looking at future trends, here’s a statistic that is set to grow. Today, 1 in 5 out of all internet users use Twitter or another status update service
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Twitter is one to watch in 2010, they may be at the beginning of their upward trend like Facebook.
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Why Twitter?• Digital convergence:
‣ Can merge with Facebook Status Update
‣ Can post to all major blog platforms
‣ Widget-ised = feed into any website, social network, blog or RSS
• FREE to ‘tweet’ via SMS
• Brevity = quick, easy, no need to compose/format (unlike blogs or email)
• Follow if you want: pull vs push
Facebook vs MySpace vs Twitter
22 out of the top 30are about Twitter
Unlike email, you can choose to receive the messages if you want. Email shoves the message into your inbox whether you want it or not.
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When you look at the top 30 search terms related to these 3, the vast majority are about Twitter. This is a good indication that people are wondering about it, that it’s at the early stages of growth that could potentially be massive.
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Twitter Lingo• tweet = a Twitter message
• follow = subscribe to receive someone’s tweets
• tweeples = Twitter audience
• RT / re-tweet = copy & paste someone else’s tweet into your feed
• @ = private message to a person on Twitter (eg. @mikosoft)
• # = shorthand name for a subject on Twitter(eg. #WinterOlympics)
• bit.ly snurl tinyurl = web address shorteners
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and when you look at the chart individually, you can see it’s on the rise. I think this may be the beginning of a meteoric rise.
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You can also use the homepage to see what’s popular right now, or search for specific terms.
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Here’s a real-time search for ‘hostels’
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2 examples of conversations between real customers and hostels.com
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Where were we?
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HI’s Social Media Actions• MONITOR key terms
‣ Brand-related
‣ Travel-related
• LISTEN to what people are saying
• Respond appropriately (including a link, of course!)
• Incentivise ‘brand ambassadors’ to talk about us
Example Competitions
• Digg us or bookmark us in Delicious & win an iPod
• Tweet about your favourite HI Hostel
• Blog about your trip
• Link to us in your Facebook status
• Tag & links your photos or videos of an HI hostel
Extreme example of Twitter + customer service
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Possible examples of incentives
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Join the conversation
Your Customers
You
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Thank [email protected]
Twitter: mikosoft
Presentation: www.slideshare.net/mikocoffey
So you have to join the conversation...
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If you want to enjoy your slice of the pie.
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