trish mcevoy - digital strategy consulting project

web presence

Interact

Delight

Engage

web presence

Reach

Interact

Delight

Engage

Reach & Interact

Phase 1

Delight & Engage

Phase 2

Social Media TrishMcEvoy.com

!"#$#%"%&'()*+$#,'!"#"$%&'(%)*&'++,& !"#$#%"%&'()*+$#,'-./".01&2*&'+2+&

Initiatives: Facebook

Twitter YouTube

Blog E-mail

Initiatives: Ratings and Reviews My Beauty Advisor

Tutorial Central Planner Builder

Virtual Makeover

Reach & Interact

Phase 1

Social Media

!"#$#%"%&'()*+$#,'!"#"$%&'(%)*&'++,&

Initiatives: Facebook

Twitter YouTube

Blog E-mail

}!Social Media: Permeate their online repertoire

Reach & Interact Phase 1 Social Media

Blog

E-mail Interaction

Attention


Current Presence

Regional fan group

Members: 922

General fan group

Members: 234

Event planning group

(Boston-based) Members: 91

Makeup artist-specific

group (Atlanta-based) Members: 25


Current Presence

Discussion Board: •!'-*."+/)0'1+"2%3)&'

•!'4/&3"#$#%02'/)05&'

•!'6.0#)'*##"%#3050#)&'

Wall Posts: •!'78",'8/#9&'

•!':+"2%3)'1+*/&0'

•!':8*##0+'1+*/&0'

•!'-%)%+0';+/&<'&/,<$#,s


Competitor Analysis

3%.0%&4.%56&=>=?>@A&

78998:50$6&BCDAB&&

705;"5/<16&E'1"&)&>5"#)<'

3%.0%&4.%56&F>=?>@F&

78998:50$6&GCBGH&&

705;"5/<16'B'1"&)>2*I'

3%.0%&4.%56&H>B=>@F&

78998:50$6&BBCAHB&&

705;"5/<16&B'1"&)'J0.0+K'

3%.0%&4.%56&B@>BG>@F'

78998:50$6'BC=@A''

705;"5/<16'B'1"&)>L009'

3%.0%&4.%56&=>D>@A&

78998:50$6&B=CAA=''

705;"5/<16'B'1"&)>2*I'

3%.0%&4.%56&=>BG>@F&

78998:50$6&=H=C?AE&&

705;"5/<16'E'1"&)&>L009'


Competitor Analysis

3%.0%&4.%56&?>=G>@A&

78998:50$6&BACDFF&&

705;"5/<16&B'1"&)>2*I'

3%.0%&4.%56&?>A>@A&

78998:50$6&GDD&&

705;"5/<16'B'1"&)>2*I'

3%.0%&4.%56&F>=H>@A'

78998:50$6'BC@@@'JA>=HK&

705;"5/<16'B'1"&)>2*I'

3%.0%&4.%56&F>D>@A&

78998:50$6&H?CHH@&&

705;"5/<16&E'1"&)&>L009'

3%.0%&4.%56&?>=E>@A&

78998:50$6&B?CAE?&&

705;"5/<16'='1"&)&>L009'

3%.0%&4.%56&G>B>@A&

78998:50$6&DC=H@&

705;"5/<16'E'1"&)&>L009'


Competitor Analysis

@' G@C@@@' B@@C@@@' BG@C@@@' =@@C@@@' =G@C@@@' E@@C@@@'

MN!''

(<%'O05%+*'

4/"+''

P*%+*'M0+3/0+'

70#0Q)''

RNS(''

7"TT/'7+"L#''

M*90%1'-"+0.0+''

P*#3"50''

(5*&<T"U''

!8/#/V%0''

7./$&&

-*#&''


Usage Breakdown

Status Updates •!&:+0&&W'M*,*X/#0&'*#2'T8",&'

•!'Y%")0&'Z+"5'Z"%#20+'

•!'R0L'1+"2%3)&'*#2'3"8803$"#&'

•!':+"5"$"#&'*#2'2/&3"%#)&'

•!'!"#)0&)&'

•!'!*88&')"'1*+$3/1*$"#'

•!'Y%0&$"#&W'3"51*#I[+08*)02'*#2',0#0+*8'


Usage Breakdown

Photo'

•!'70</#2[)<0[&30#0&',*880+/0&'

•!'O&0+[&%T5/\02'*118/3*$"#'1/3)%+0&'

•!'O&0+[&%T5/\02'1+"2%3)'%&*,0'1/3)%+0&''

•!'R0L'1+"2%3)&'

•!'R0L'3"8803$"#&'


Usage Breakdown

Video'

•!&="%80>.9&?>@58$6&3"51*#I'

&1"#&"+02'*#2'%&0+'&%T5/\02'

•!&A08@"<%&05?>5:$6&%&0+'&%T5/\02'

•!&B5:&<8995<C8/$6&3"#301)'./20"&'

•!'70</#2[)<0[&30#0&'

•!!"#$%$&!'()*+,(!-*+.+/$!


Usage Breakdown

Discussion Board'

•!'-*."+/)0'1+"2%3)'

•!'-*."+/)0'3"8803$"#'

•!'70&)'1+"2%3)'Z"+'3"#2/$"#'

•!'6U10+/0#30&'L/)<'1+"2%3)'

•!':+"2%3)'%&*,0'$1&'

•!'4/&3"#$#%02'1+"2%3)&'

•!':+"2%3)'/#,+02/0#)'3"#30+#&'

•!']0#0+*8C'/#&1/+*$"#*8'


Usage Breakdown

Polls'•!'-*."+/)0'1+"2%3)'

•!'-*."+/)0'3"8803$"#'

•!':+"2%3)')+/./*''

•!']0#0+*8C'/#&1/+*$"#*8'


Usage Breakdown

Events'•!'^#[()"+0'6.0#)&'

•!'M*90".0+&'

•!'M00)')<0'Z"%#20+'

•!'R0L'3"8803$"#'+080*&0&'

•!'!<*+/)I'0.0#)&'


Usage Breakdown

Promotions'•!'_/,<[/#."8.050#)'%&0+'1*+$3/1*$"#'

•!'(%T5/)'1<")"&'*#2'./20"&'

•!':+"2%3)',/.0*L*I&'

•!'P0.08&'"Z'1+/X0&&


Metrics

Tools'•!&7.<5D88E6&)+*39'#%5T0+'"Z'Z*#&C'#%5T0+'

*#2')I10'"Z'/#)0+*3$"#&C'205",+*1</3'1+"Q80'

"Z'Z*#&'

•!&7.<5D88E&!@$6&)+*39'L<"'38/39&'"#'I"%+'*2&'

L/)<'+0*8'$50'205",+*1</3'1+"Q8/#,'

•!'7.<5D88E&F5G><8/W'./0L')+0#2&'Z"+'90IL"+2&'

50#$"#02'/#'&)*)%&'%12*)0&'

•!&7.<5D88E&H8D>95W'./0L'Z*#'1*,0'%12*)0&'/#'

+0*8'$50'Z"+'V%/39'+0&1"#&0C'&0#2'%12*)0&'

"#[)<0[,"'


Current Presence

Content: •!':+"2%3)'+0./0L&'

•!'6.0#)'*##"%#3050#)&'

•!':+"2%3)'2/&3"%#)&'

16 real-time tweets 0(*12!342%$)#4,!'($56!


Competitor Analysis

3%.0%&4.%56&?>=D>@F&

78998:50$6&=CHG?&&

705;"5/<16&B')L00)>2*I'

3%.0%&4.%56&B=>BF>@F&

78998:50$6&GCBF=&&

705;"5/<16'E')L00)&>2*I'

3%.0%&4.%56&E>BA>@A'

78998:50$6&=CFDH&&

705;"5/<16'G')L00)&>L009'

3%.0%&4.%56&B>BG>@A'

78998:50$6&=C?=H&&

705;"5/<16'B'1"&)>5"#)<'

3%.0%&4.%56&=>B?>@A'

78998:50$6&ECBG?'

705;"5/<16'E')L00)&>L009'

3%.0%&4.%56&F>=H>@A'

78998:50$6&BC@@@'JA>=HK&

705;"5/<16'H')L00)&>2*I'


Competitor Analysis

@' BC@@@' =C@@@' EC@@@' HC@@@' GC@@@' DC@@@'

(5*&<T"U''

70#0Q)''

(<%'O05%+*''

P*#3"50''

RNS(''

78998:50$&&

-"88"L0+&''


Usage Breakdown

:+"2%3)':+"5"$"#&'

P/#9&')"'")<0+'("3/*8'M02/*'

!"51*#I'R0L&'

:+"2%3)'N##"%#3050#)&'


Usage Breakdown

-*#']+*$)%20'

-*#'S0&1"#&0&'

6.0#)'N##"%#3050#)&'

:"&/$.0'S0./0L&'


Metrics

Tools'•!&=:>I506&)+*39'#%5T0+'"Z'Z"88"L0+&C'

+0)L00)&C'*#2'#*)%+0'"Z'Z002T*39`''

•!&=:>I50&35.0<)6&&%T&3+/T0')"')+0#2&'/#'S(('

+0*20+'

•!'=05/@>$C<W')+0#2&'"#';L/\0+'".0+'$50C'L/)<'

8/&)'"Z'+08*)02')L00)&'J3*#'*&9')"'Z"88"L'

)L/\0+0+K'

•!&H8/>I506&)+*39')+0#2&'/#'+0*8'$50C'Z"+'

3"51*#I'*#2'3"510$)"+&'

•!&=:55C56&1"&)')L00)&'*#2'+0&1"#2')"'

*%2/0#30'Z+"5'5"T/80'1<"#0C'./0L')+0#2&'

Z+"5'5"T/80'1<"#0'''


Current Presence

Product Tutorials Product Reviews


Competitor Analysis

3%.0%&4.%56&B@>==>@G&

3"D$<0>D50$6&BCHFG&&

JK98.@$6&?'

3%.0%&4.%56&D>B?>@D&

3"D$<0>D50$6&FF@&&

JK98.@$6'BB'

3%.0%&4.%56&A>A>@F'

3"D$<0>D50$6&ED='

JK98.@$6'?'

3%.0%&4.%56&A>BA>@D'

3"D$<0>D50$6&BBCHHA'

JK98.@$6'F'

3%.0%&4.%56&LM2NM+N'

3"D$<0>D50$6&ECH@G'

JK98.@$6'D?'

3%.0%&4.%56&F>=H>@A'

3"D$<0>D50$6&=@@'JA>=HK&

JK98.@$6'B>L009'

3%.0%&4.%56&D>=A>@A'

3"D$<0>D50$6&ED'

JK98.@$6'='


Competitor Analysis

@' =C@@@' HC@@@' DC@@@' FC@@@' B@C@@@' B=C@@@' BHC@@@'

!8/#/V%0''

7"TT/'7+"L#''

MN!''

(5*&<T"U''

RNS(''

P*#3"50''

3"D$<0>D50$&&

(%T&3+/T0+&''


Usage Breakdown

Tutorials: Product Specific Tutorials: Get the Look

New Collections Behind-the-Scenes


Usage Breakdown

Charity Initiatives TV Press

Advertisements Reviews


Metrics

Tools'•!&O8"="D56&#%5T0+'"Z'&%T&3+/T0+&C'

3<*##08'./0L&C'./20"'./0L&C'+*$#,&C'

V%*8/)*$.0'Z002T*39`'

•!'O8"="D5&P/$>#)%6&)+*39&'./0L&'".0+'

$50C',0",+*1</3'8"3*$"#'"Z'./0L0+&')"'

&)*)0[80.08`'

•!'Q88#95&R>@586&9001')+*39'"Z'./20"&'

Z+"5'*88'18*a"+5&')<*)'/#38%20'

3"51*#I'#*50C'&%T&3+/T0')"'%12*)0&'/#'

S(('+0*20+̀ '


Current Presence

•!':+"2%3)'+03"550#2*$"#&'

•!':+"2%3)'+0./0L&'

•!'(L001&)*90&'

•!'6.0#)&'


Competitor Analysis

•!&!/$:50$6&3"#&%50+'V%0&$"#&C'3"518*/#)&C'1+*/&0'

•!&S5."%1&2+26&</&)"+I'80&&"#&'/#'Z*&</"#'*#2'T0*%)I'

•!&A50$K5<C?5$6&Z*&</"#C'T0*%)IC'3080T+/)I'#0L&'

•!&T5?>5:$6&")<0+'L0T&/)0&'*#2'1%T8/3*$"#&'

•!&F>/E$6&")<0+'&"3/*8'502/*'3"#)0#)'

•!'!"51*#I'#0L&'

•!':"88&'

•!&3>@5D.06&&"3/*8'502/*'8/#9&'*#2'*%)<"+'T/",+*1<I'

Content:

3%.0%&4.%56&E>B@>@A''

JK@.%5@6&4*/8I'


Strategy Beauty Blogs

Corporate Blog


Metrics

Tools'•!&3>%5U5%506&)+*39'2*/8I'1*,0'./0L&C'%#/V%0'

./&/)"+&C',0"8"3*$"#'&)*$&$3&C'*#2'"#8/#0'

%&0+&`'

•!&3%.%V8"/%506&)+*39'./&/)"+'*3$./)IC'&0*+3<'

0#,/#0'L*+&C'90IL"+2'*#*8I&/&'

•!'V8WUU5/%$W')+*39'*88'T8",'3"550#)&'/#'+0*8'

$50C',0)'S(('*#2'05*/8'%12*)0&'

•!&=05/@K5@>.6&3"51*+0'T8",'50#$"#&'"Z'

3"51*#I'.0+&%&'3"510$)"+&'".0+'$50'

•!&=:55C56&1"&)')L00)&'*#2'+0&1"#2')"'

*%2/0#30'Z+"5'5"T/80'1<"#0C'./0L')+0#2&'

Z+"5'5"T/80'1<"#0'''


Usage

•!&705;"5/<16&7/L0098I'

•!&T5<>K>5/%$6&b1)[/#'8/&)'

•!'V8/%5/%6&_"8/&$3'*#2'3"#&/&)0#)'*3$./)I'".0+./0L'

•!'^#[()"+0'6.0#)&'

•!'!"+1"+*)0'78",'

•!'-*30T""9'1*,0'

•!';L/\0+'1*,0'

•!'c"%;%T0'1*,0'

The Newsletter


Metrics

•!&3"D$<0>D50$6'"1$#,'/#'*#2'"1$#,'"%)'

•!&XK5/&T.%5$6&b10#02'05*/8>S030/.02'05*/8'

•!'V9><EY=)08"#)&T.%5$6&!8/3902'"#'8/#9&>b10#02'05*/8'

•!&H"9C?.0>.%5&=5$C/#6&b1$5/X0'&%Td03)'8/#0&'

;+/&<']0)&'("3/*8W'e"/#'%&'b#8/#0f'

Subject Line 1

!*88/#,'N88';+/&<0\0&W'g0h+0'b#8/#0f'

Subject Line 2

XK5/&T.%56&@`?G'

V9><EY=)08"#)&T.%56'@`DH'

XK5/&T.%56&@`F='

V9><EY=)08"#)&T.%56'@`D?'@' @`=' @`H' @`D' @`F' B'

b10#'S*)0'

!8/39[;<+"%,<'S*)0'

(%Td03)'P/#0'='

(%Td03)'P/#0'B'


Promotional Strategy

•!';*+,0)02'*2&'

•!';*+,0)'+08*)02',+"%1&'

•!';L00)T*39&'

•!'70*%)I')L/\0+0+&'

•!'b1)[/#'8/&)'

•!'70*%)I'T8",&'

•!'S0./0L0+'T8",&'

•!':+"2%3)'./20"&'

•!'-8/0+&'

Weekly Social Media Report Success Report Competitor Report

•!&(%T&3+/T0+&'

•!'b10#'S*)0&'

•!'!8/39[;<+"%,<'S*)0&'

•!'M%8$.*+/*)0';0&$#,'

Media

•!'(/)050)0+'

•!'()*)!"%#)0+'

•!'!"`550#)&'

•!';+0#2102/*'

•!&c"%;%T0'

•!']"",80'i/20"'

•!';L/\0+'

•!';L/\0+'(0*+3<'

•!';+0#2/&$3'

•!'M"#/\0+'

•!';L00$0'

•!'-*30T""9'

•!'-*30T""9'N2&'

•!'-*30T""9'P0U/3"#'

•!'-*30T""9'M"T/80'

Metric

Delight & Engage

Phase 2

TrishMcEvoy.com

!"#$#%"%&'()*+$#,'-./".01&2*&'+2+&

Initiatives: Ratings and Reviews My Beauty Advisor

Tutorial Central Planner Builder

Virtual Makeover

Delight & Engage Phase 2 TrishMcEvoy.Com

Website Initiatives: Be on the cutting edge

Ratings and Reviews

My Beauty Advisor

Tutorial Central

Planner Builder

Virtual Makeover

}!Buyability

Shareability


Ratings & Reviews

•! G'&)*+'+*$#,'

•!'!"550#)'T"U'

•!'("+)'3"550#)&W'

•!'M"&)'Z*."+*T80'

•!'P0*&)'Z*."+*T80'

•!'S0./0L0+'1+"Q80'

•!'i/0L'T0&)'/#'3*)0,"+I''

Features'

•!'()+0#,)<0#02'1+"2%3)'3"#Q20#30'

•!'^#3+0*&02'1+"2%3)'9#"L802,0'

•!'(<*+0'"L#'+0./0L&'

•!'(<*+0'Z*."+/)0'1+"2%3)&'

!?50.#5&T5?>5:!

Q>#>&&*/2'"#''7+,+2'!89'(:!;<<9!

^'8".0')</&'1+"2%3)f''Nj0+'*'8*)0'#/,<)'L"+9/#,'"+'"%)'"#'

)<0')"L#C'^'9#"L'^'#0.0+'<*.0')"'L"++I'*T"%)'5"+#/#,[

*j0+'0I0&`''^'2"#h)'9#"L'L<*)'^h2'2"'L/)<"%)'5I'0I0'

T+/,<)0#0+C')<*#9&')"')</&'8/\80'5*,/3'L*#2'^'*8L*I&'8""9'

L088[+0&)02f''

S*$#,W!

380%&S16& !8"&0&)'5*)3<'


My Beauty Advisor

•! S0*8'*2./&"+'Q,%+0'

•!'Y%0&$"##*/+0&'

•!'40+5*)"8",/3*8'3"#2/$"#&'

•!'!"5180U/"#')I10'

•!'-*3/*8'&)+%3)%+0'

•!'6I0'*#2'<*/+'3"8"+'

•!':0+&"#*8'&)I80'

•!'(103/Q3'1+"2%3)&'+03"550#202'

Features'

•!'k#"L&'0U*3)8I'L<*)h&'+/,<)'Z"+'<0+'

•!'b#0'&)"1'&<"1'

•!'70*%)I'10+&"#*8/)I')0&)'

•!'!"51*+0'L/)<'Z+/0#2&'

_"L'L"%82'I"%'T0&)'

20&3+/T0'I"%+'&9/#'

)I10l'

Skin Type: !!'R"+5*8'

!!'b/8I'

!!'!"5T/#*$"#'

!!'N3#0[1+"#0'

!!'N,/#,''

!<039'*88')<*)'*118I'


Tutorial Central

•! !"51*#I[&1"#&"+02')%)"+/*8&'

•!':+"2%3)[&103/Q3'02%3*$"#''

•!'(0*&"#*8'8""9&'

•!'R0L'3"8803$"#[/#&1/+02'8""9&'

•!'70&)'"Z'%&0+[&%T5/\02')%)"+/*8&'

•!'c"%;%T0'3"#)0&)'

•!':+"5")02'*3+"&&'502/*'

Features'

•!'6U3/)02')"',0)'8""9'

•!'R002'0U*3)'1+"2%3)'

•!'R".08)I'"Z'8""9&'

•!'(<"L3*&0'"L#'L"+9'

Carolina’s Cat Eye

=)>$&U8/%)Z$&:>//506&&

!*+"8/#*'S"&&/'

;%)"+/*8'./20"'

()01[TI[&)01'/#&)+%3$"#&'

:+/#)'

(<*+0'

(<"L';+/&<'I"%+'T0&)'Z*30C'

&%T5/)'I"%+'"L#')%)"+/*8f'


Planner Builder

•! i/&%*8'/#)0+Z*30'

•!'S0*8'18*##0+'

•!'S0*8'5*90%1'3"51"#0#)&'

•!':+"2%3)'+03"550#2*$"#&'

•!'Y%0&$"##*/+0'S0&1"#&0&'

•!':0+&"#*8'3<*+*3)0+/&$3&'

•!'()I80'

•!'-*."+/)0')%)"+/*8&'

Features'

•!'40&/+0&'Q#/&<02'1+"2%3)'

•!':+/20'/#'*'1%+3<*&0'&<0'mT%/8)n'•!'(<"L3*&0'"L#'18*##0+'

•!'(<*+0'1+"2%3)'1+0Z0+0#30&'

Gigi’s Planner


Virtual Makeover

•!'O18"*2'1<")"'"+'3<""&0'5"208''

•!'i/&%*8'/#)0+Z*30'

•!'M*90%1'5/++"+'*#2'.*#/)I''

•!':+"2%3)&'T0/#,'*118/02'

•!':+"2%3)'02%3*$"#'%1"#'*118/3*$"#'

•!'i/0L'

•!'M*90".0+'/#)0+Z*30'

•!'^#'1+"2%3)'./0L''

•!':+"2%3)'+03"550#2*$"#&'

•!'-/#*8'1+"2%3)'

•!'M*90%1'*118/3*$"#'"#'2+*L'2"L#'

•!':+"2%3)'8/&)'

Features'

•!'k#"L&'<"L'1+"2%3)'L/88'8""9'

•!'-+/0#2'*11+".*8'

•!'-+/0#2'"1/#/"#&'

•!':+"Q80'1/3)%+0&'

=>3?$!$@$2(3&*%!AB#>3CD!

=>3?$!$@$2(3&*%!A.*E3?D!

Eyeliner

Eyeshadow

F@$!&$G4$)!E$4C#>!AHE3)I>#4,!/)*4?$D!


Staying on the cutting edge

•!'M"T/80'N118/3*$"#&'

•!'M[!"550+30''

•!'P/Z0&)+0*5'N118/3*$"#&'

•!';7Nf' '

The Next Big Things'

•!'S5."%1&

•!'78",&'*#2'5*,*X/#0&'

•!'S%#L*I')+0#2&'

•!'&X/9>/5&H.0E5C/#&

•!'78",&'*#2'5*,*X/#0&'

•!'!"#Z0+0#30&'

•!'405",+*1</3'S01"+)&'

Staying in the Know'


Search Engine Optimization

•!';+*39'3+/$3*8'/#2%&)+I'90IL"+2&'

•!'V8UK5%5W'90IL"+2&'L</3<'

80*2'5"&)'10"180')"'3"51*#I'

*#2'3"510$)"+'L0T&/)0&'

•!&38<>.9&H5@>.&S>D95&U.<086&

5"&)'/51"+)*#)'90IL"+2&'Z"+'

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•!';+*39'1"1%8*+'90IL"+2&'

•!'Q88#95&=05/@$6&Q#2'1"1%8*+'

90IL"+2&'L/)</#'205",+*1</3''

Track Keywords'

•!'XKCU>[5&<8/%5/%6&L0T&/)0')0U)'*#2'_;MP'

•!&A"0<).$5&E51:80@$6&1*I[10+[38/39'Z"+$Q02'TI'3"#)0#)'"1$5/X*$"#'

Optimize Search Results'


Website Metrics

•!'X/9>/5&A"0<).$5$6&".0+'$50C'+*#9'

V%*#$$0& •!&V8UK5%56&L0T')+*o3'.0+&%&'

3"510$)"+&''

•!&Q88#95&A.#5&T./E6&]"",80'+*#9/#,'Z"+'

3+/$3*8'90IL"+2&''

•!'3).05=)>$6&$50&'*'L0T&/)0'Z0*)%+0'

L*&'&<*+02C'%&0+'205",+*1</3&'

•!&T.C/#$&./@&T5?>5:$6&*.0+*,0'+*$#,&C'

+*#9'TI'+*$#,C'V%*8/)*$.0'Z002T*39'

•!&Q88#95&=05/@$6&L0T')+*o3'".0+'$50'

L/)<'./&/)"+',0"8"3*$"#'205",+*1</3&'

Tools'

Monthly Website Report

b#8/#0':%+3<*&0&'

Success Report Competitor Report Metric

!"510)0'

]"",80':*,0'S*#9'

(<*+0;</&'

S*$#,&'p'S0./0L&'

]"",80';+0#2&'

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trish mcevoy - digital strategy consulting project

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