This document provides an overview of social media and search engine optimization techniques. It discusses key concepts like keywords, links, blogs, videos and podcasts. Case studies are presented on topics like Greenpeace attacking Nestle on Facebook and BP's communications around the Deepwater Horizon oil spill. Guidelines are provided for social networking platforms like Facebook, LinkedIn and developing internal communities. The document emphasizes building relationships, transparency and responding quickly to engage audiences.

1. Social Media Boot Camp
@EricSchwartzman
Day Two - August 19, 2010

2. Search Engine Optimization
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3. Keywords For Immediate Discovery
 Transparency expectations
 Patience thresholds
 Listen
 Anticipate
 Respond
Photo by Juandazeng
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4. State of Search and the Net
 3 billion – Daily Google searches processed
 230 million – American with Net access
 93% -- Americans with high-speed access
 228 million – Americans with mobile phones
 1.6 billion – Worldwide online population
Source: Googled by Ken Auletta
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5. Secret Formula
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6. Objective of SEO
Leverage
Content to
Generate
Transactions
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7. Optimization vs. Marketing
SEM
SEO
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8. This isn’t SEO
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9. This is SEO
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10. Pro Bono SEM for 501cs
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11. Acting Like a Publisher
Editorial and
Advertising
Content
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12. First Rule of Search Engine Optimization
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13. Get Other Sites to Links to You
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14. Case Study: Organic Blog Optimization
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15. Case Study: Inbound Links
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16. Case Study: Tracking Inbounds
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17. Case Study: Search Results
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18. Case: Fewer Inbounds, Higher Rank?
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19. Case Study: Evaluating Inbounds
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20. Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing experts
AP – Headlines 40 characters or less
For People For Search
Section: ―Real Estate‖ Section: ―Homes‖
Section: ―Scene‖ Section: ―Lifestyle‖
Section: ―Taste‖ Section: ―Food‖
Headline: ―Unsafe sex: Has Jacob Zuma’s rape trial Headline: ―Zuma testimony sparks HIV fear‖
hit South Africa’s war on AIDS?‖
Headline: ―Tulsa star: The life and career of much- Headline: ―Obituary: Gene Pitney
loved 1960’s singer‖
Headline: ―It’s Chemistry Over Pedigree as Gators Headline: ―Gators Cap Run with First Title‖
Roll to First Title‖
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21. Brief and Concise
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22. Keyword Discovery: Related Searches
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23. Keyword Discovery: Wonder Wheel
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24. Keyword Discovery: Wonder Wheel
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25. Defining Global Challenges
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26. Quantity vs. Quality
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27. Who is More Influential?
vs.
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28. Step 1: Inbound Links
Source: Yahoo! Site Explorer
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29. Step 2: Site Rank
Source: Alexa 29

30. Step 3: Conversation Starters
Source: Blogpulse Conversation Tracker
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31. Step 4: Traffic
31

32. PDF Search Engine Optimization
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33. Flash Search Engine Optimization
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34. Exercise: Launch a Blog
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35. Exercise: Blog a Photo
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36. Exercise: Blog a Video
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37. Exercise: Blog a Google Gadget
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38. Exercise: Share This
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39. Exercise: Blog a Third Party Widget
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40. Adding Ecommerce
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41. Respecting Usability
• Ease of use
• Clarity and brevity
• Easy to read
• Can’t consume what you can’t find
• On intranet’s, usability impacts worker productivity
• 10% of design budget on usability will double site’s results
Jakob Nielsen
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42. Online Audio and Video
podcast
download webcast
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43. Podcasts
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44. Podcasts Defined
Types of Podcasts:
•Repurposed Electronic Media
•Print MSM Extensions
•Originally Produced
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45. Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
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46. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
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47. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
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48. Finding Podcasts through Show Notes
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49. iTunes as a Podcatcher
Finding
podcasts in
iTunes
Submitting
podcasts
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50. Distributing Through iTunes
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51. Podcast in iTunes
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52. RSS 2.0 Feed with Enclosures
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53. Podcast Production
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54. Podcast Production
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55. Podcast Production
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56. Podcast Production
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57. Development and Production
Should you podcast?
Selecting the subject matter
Finding your voice view
Intros and outros
Music options: Podsafe & APM view
Search engine optimization view
Show notes view
A word on copyright view
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58. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
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59. ID3 Tagging
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60. Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
60

61. Promoting Podcasts: Signature Blocks
61

62. Promotion Podcasts: Email Marketing
62

63. Promotion Podcasts: iPhone Apps
Source: www.isites.us
63

64. Promoting Podcasts: PNRs
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65. Promoting Podcasts: SEOed Press Release
65

66. Promoting Podcasts: Industry Awards
66

67. Implementation Recommendations
 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a ―Best of Episode‖
67

68. Who is Podcasting: Case Study
Who is Podcasting?
68

69. Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with
its existing subscribers and attract new, younger subscribers
by giving audiences a rare, behind the scene look into one
the world’s leading opera companies.
Strategy: Told through the perspective of the director of the
company’s latest production, profile the relationships
between the incomparable creative talents collaborating and
the production process.
Results: LA Opera is the world’s first opera company to
experiment with podcasting. Placido Domingo, Anna
Netrebko and Rolando Villazon will all be featured in the first
episodes. Featured in NY Times, LA Times and Hollywood
Reporter.
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70. Case Study: APM Music
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71. Case Study: APM Music
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72. Case Study: APM Music
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73. Case Study: APM Music
73

74. Case Study: Starbucks
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75. Case Study: Starbucks
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76. Online Video: Reach and Frequency in the U.S.
• More than 170 million U.S.
Internet users watched
online video during the
month.
• Online video viewing
continued to reach record
levels in November with
nearly 31 billion videos
viewed during the month,
and Google Sites accounting
for 39 percent of all videos
viewed online in the U.S.
• More than 170 million
viewers watched an average
of 182 videos per viewer
during the month of
November.
source: comScore 76

77. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
77

78. YouTube: Community Mapping
Online
Influencer
“Early
Childhood
Education”
community
members
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79. Shooting Video: Streaming Gear
79

80. Shooting Video: Flip
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81. Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack
Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
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82. Direct to Consumers
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83. Online Video: Internal Communications
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84. Naked Conversations
“Formality suppresses dialogue; informality
encourages it. Formal conversations and
presentations leave little room for debate. They
suggest that everything is scripted and
predetermined. Informal dialogue is open. It
invites questions, encourages spontaneity and
critical thinking...Informality gets the truth out. It
surfaces out-of-the-box ideas -- the ideas that may
seem absurd at first hearing but that create
breakthroughs.“
-Larry Bossidy, CEO, Honeywell
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85. Online Video: Internal/External Communications
85

86. Online Video: Marie Digby
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87. Online Video: Marie Digby
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88. Online Video: Marie Digby
88

89. Blog Response: Marie Digby
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90. Blog Comments: Marie Digby
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91. Case Study: IDF Flotilla Raid
View Count
91

92. Case Study: Consumer Generated News Coverage
View Count
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93. Case Study: Flickr Photo Stream
Fair or not, anytime commandos fire on civilians — even
those armed with clubs, slingshots, stun grenades, etc. — in
the court of public opinion, they become the aggressors.
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94. Case Study: The Fall Out of 24/7 News Cycles
―The reality is you cannot operate in this environment
passively,‖ said David Axelrod, the president’s senior
adviser. ―If you do, the coverage and events will be shaped
for you. Things that may seem like trivial distinctions can
become large problems in terms of communications unless
you’re aggressive about engaging. We didn’t create the
environment. We didn’t make the rules. But we have to live
with it.‖
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95. Case Study: IDF Public Affairs Response
View Count
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96. Case Study: IDF Flotilla Raid Insights
• When commandos fire on civilians — even those armed
with clubs, slingshots, stun grenades, etc. — in the court
of public opinion, are seen the aggressors because their
actions are seen as disproportionate.
• The public has a short attention span and is resistant to
complex explanations, however logical they may be so
communicators must learn to drip their message into
status updates.
• The IDF may have completed their military operation
successfully, but the incident wound up emboldening the
cause of anti-Israel activists and prompting calls for the
US to reassess its aid to the Jewish State.
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97. Case Study: Coping with ADD
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98. Case Study: IDF Flotilla Raid
Most Viewed
“Flotilla” Video
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99. Does Trust Matter?
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100. ROI of Trust
Source: 2009 Edelman Trust Barometer
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101. Audio and Video: Strategic Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
•News content vs. feature content
• More controlled/one-way channel
• Credibility and third-party validation
• Efficiency by leverage existing asset
• RSS is Relationship-based. Downloads are not.
• May not be well suited for breaking news
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102. Social Networking
Image by: Luc Legay
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103. Value of Social Networking to Individuals
Excerpts:
•Each little update — each individual bit of social information — is insignificant on its
own, even supremely mundane. But taken together, over time, the little snippets
coalesce into a surprisingly sophisticated portrait of your friends’ and family members’
lives, like thousands of dots making a pointillist painting.
•Merely looking at a stranger’s Twitter or Facebook feed isn’t interesting, because it
seems like blather. Follow it for a day, though, and it begins to feel like a short story;
follow it for a month, and it’s a novel.
•For them, participation isn’t optional. If you don’t dive in, other people will define who
you are. So you constantly stream your pictures, your thoughts, your relationship
status and what you’re doing — right now! — if only to ensure the virtual version of you
is accurate, or at least the one you want to present to the world.
•―If anything, it’s identity-constraining now,‖ Tufekci told me. ―You can’t play with your
identity if your audience is always checking up on you.
103

104. World Map of Social Networks
Source: Vinco’s Blog
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105. Global Social Networking Usage
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106. US Social Network Ad Spending
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107. US Social Network Ad Spending
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108. Social Networking 101
• Profiles:
 Personal vs. professional
 Profiles pics
• Connections:
 Friends, followers, contacts
 Community mapping
• Conversations:
 Posts, comments, ratings, status updates
 Seizing the moment via keywords and search
• Syndication
 Facebook and Twitter Mobile Apps
108

109. US Social Networking by Brand
• Facebook 78%
• MySpace 42%
• Linkedin 17%
• Twitter 10%
Source: http://www.consumerinternetbarometer.us/
109

110. Facebook by the Numbers
• 12x growth since opening to
nonstudents in Sept. 2006
• 20m minutes spent in March 2008
• 6.4b minutes spent prior year
• Between 30m and 35m users
• Microsoft paid $240m for 1.6%, $15b
value
• $145m ad revenue in 2007
• MySpace had $510m in ad revenue in
2007
• $0.15 CPM vs. $13 CPM at Yahoo!
Fortune Magazine, May 26, 2008
Source: Inside Facebook
110

111. Social Networking: Facebook
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112. Facebook Apps: Social Impact of Causes
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113. Facebook Apps: Donation as Social Object
Causes makes it easy
for me to share my
contributions with
my friends
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114. Facebook: Custom URLs
114

115. Facebook: Building Your Network
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116. Facebook: Building Your Network
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117. Facebook: Building Your Network
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118. Facebook: Privacy Settings
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119. Facebook: Privacy Settings
Select
“Custom”
option to
access the
“Only Me”
Setting
119

120. Facebook: Memorializing a Deceased Member
http://www.facebook.com/help/contact.php?show_form=deceased
120

121. Facebook Case Study: Greenpeace Attacks Nestle
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122. Facebook Case Study: Greenpeace Attacks Nestle
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123. Facebook Case Study: Deepwater Horizon
Dealing with
High-Levels of
Feedback
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124. Deepwater Horizon Online Comms Briefing
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125. Social Networking: MySpace
Back End Front End
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126. Social Networking: Linked In
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127. Social Networking: Linked In Groups
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128. Social Networking: Object-Oriented
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129. Social Networking: White Label Platforms
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130. Social Networking Platform
130

131. Social Networking Case Study: SAP
About the SAP Community Network
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132. Value of Social Networks to Organizations
• Promote peer to peer communications
• Conduct edgework
• Improve performance
• Educate customers, partners and employees
• Shorten time to market
• Respond faster to change
• Lower COGS
132

133. Social Networking: Strategic Decisions
• Edgework
 Tap influencers
 Internal vs. External Influencers
 Diversity
• Public vs. Private
 Is the topic of discussion a differentiator?
 Could exclusivity help with your edgework?
 Will the discussion be forward looking?
 Will the discussion involve regulatory matters?
133

134. Social Networking: Strategic Decisions (cont’d)
• Policy Guidelines
 Practical and reasonable
 Specificity tailored to sophistication of members
• Branded vs. Unbranded
 Addressable market and potential community size?
 Cost, staffing, legal and process
 Working through associations or industry
consortiums
134

135. What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant
135

136. PSNH Case Study: Process Detail
136

137. PSNH Twitter Strategy
Twitter ID &
Password
Twitpic Link
Emailed Image &
Subject Headline
Posted on Twitpic
Twitpic Link &
Caption
137

138. Social Media Case Study: PSNH
Organizational
Communications
Twitter Destination Website YouTube &
Flickr
Customer News Media Constituents
Service
138

139. Recommended Reading
139

140. On the Record…Online
www.ontherecordpodcast.com 140

141. Search “Defense20” at www.OntheRecordPodcast.com
141

142. Coming January 18, 2011
PRE ORDER AT
Amazon :: Barnes & Noble :: Borders 142

143. Thank You
143

144. Keep in Touch
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
youtube.com/spinfluencer YouTube
slideshare.net/ericschwartzman slideshare
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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