So this week is an episode with David Kilkelly who is a video specialist, and he’s got a course coming out on LinkedIn video marketing.
Now what I love about recording this podcast is that with every guest that I get, and I always take away one sort of nugget, one value bomb, if you like, of something that I’m going to implement in my business or something that I’ve not thought of before. And this one was a really simple thing, which I should be doing. And it’s really easy to do.
So if you’re creating video content on LinkedIn.
And people are liking it.
Then just going in and making a connection request with people who have liked your video is a great way to build your following.
It’ll be a warm connection, and you can just in the reason for making that connection say hey so you liked my video it would be great to connect something as simple as that.
So, I’ve started doing this now. I know I need to do more video on LinkedIn, LinkedIn is obviously a b2b platform for our business, it’s right for it we do loads of video but on Facebook so I know I need to do more on LinkedIn.
I know some of the people we’ve had on the podcast before so Ash who was on last week. He’s doing loads of video content on LinkedIn Gary Das has been on the podcast before he’s doing loads of video on LinkedIn. So just because if you’re in a B2C environment doesn’t mean your customer is not on LinkedIn, as well.
So I really enjoyed this episode with David, anyone that comes recommended by Chris Ducker (as you may know I’m a little bit of a Chris Ducker fan boy) is someone worth speaking to.
The audio goes a bit funny in places but I think it’s perfectly okay, and there’s so much value in this episode, I really hope you enjoy it so this is David Killelly from Blink Back productions, and we’re talking about LinkedIn video.
Hello, and welcome to the lead generation for financial services podcast. And this week we’re talking a video and specifically a video for LinkedIn. So this is all the the b2b financial services out there but some of you may be wanting to make connections as well. This week I interview a David Kilkenny now he is a video expert. He’s got a video agency. He works with some really big name. So Chris Ducker who is one of the biggest online entrepreneurs he was working with him at his conference and he’s been working with him and known him for some time. And David is launching a LinkedIn Video Course soon so his his mind is firmly in that area at the moment. He’s been getting some great results from video. I’ve got some really good tips I learned quite a bit actually from this interview and I thought I was kind of knowing all about
Do so we took everything from creating videos to how to get maximum exposure on LinkedIn or how to use video to grow your connections on LinkedIn as well. So full disclosure, we This was impromptu, we went live, basically the software wasn’t working and not go live. And we had some internet issues and David’s audio sometimes as a bit of a trying we’re trying to clean it up as much as possible, but it’s not the best, but I think it’s totally fine. I think you’ll really enjoy it because there’s so much value in here. So I want you guys to hear this. So without further ado, let’s hear from David. today. I’ve got David with me and we’re going to be talking video and specifically video for LinkedIn. David. So welcome and thanks for joining me. Hello. Hi. Nice to be here. Thank you for asking me along. No worries at all. So we we didn’t meet at the Uranus summit that that’s kind of the the connection, isn’t it? You’re filming that for Chris Tucker.
Yeah, that’s why we do video content for a lot of different companies and small companies, big companies, we do social media content, lot of storytelling.
A some campaign work that kind of stuff. And not too much in the way of events. But Ali knew Chris briefly from a couple of years ago, he kept wanting to free ticket so I kind of said, I’ll come to do some filming for you and you know, obviously come to soak up some of the vibe is for the people and and then also produce the content for the event as well which are going to use to promote for next year. Yeah, and a fantastic Okay, brilliant. So once you took a video, but we’re going to talk specifically about LinkedIn video army, because you’ve got a course coming out sort of this year that and you’ve had some like really good results on it. So that’s going to be specifically we’re going to be I guess, b2b, LinkedIn. And is that like I eating because LinkedIn obviously launched the video ads last year. It’s mostly just
Flight, the organic stuff or even in some of the answers, I
know it’s mostly organic.
They lost the ads last year, but they LinkedIn only launched video in itself about 18 months ago. So all have kind of adopted video over the last few years.
And when they’ve done that, they’ve generally try to get everyone to use video so for for quite a while Facebook was a really effective platform for video. And if you put the video up there, it would just go for miles and everyone would see it. And then of course Facebook decided to start trying to monetize that and the reach color hard he had put more money into like my thing but but LinkedIn is the most recent of the kind of main social networks to add video in. So it’s a fairly new edition. And they are now trying to get people to use video on the platform. So obviously LinkedIn is a b2b platform. So those videos are coming in kind of specific
Sort of format. So a lot of people are using it to kind of login to kind of deliver expertise and to kind of talk about industry, sort of topics and that kind of thing.
And it’s still
open, are you seeing more and more of it now, but I think probably it’s still predominantly a text based kind of social platform that we’re starting to see more and more video. And at the moment, if you publish video on LinkedIn, you a lot of people watch it, you get you can get good reach pretty easily. So it’s, it’s a good time to invest a bit of time into it and to have a think about, you know, what you can do with it and how to use it. Like all marketing, things get saturated, they become available, they become popular, they come saturated, and then they didn’t work as well. So it’s, it’s good to be in at the front end of these things. And absolutely, totally agree with that. Because some of the stuff we put links in the video views or go crazy compared to like just text and images and things like that. So
Awesome. Where do you stand on the because there’s a lot of I see a lot of the activities where people are doing it on their phone, in their car,
about planning and things like that, because it’s kind of you want to so the reason we want to do this interview is to encourage people to do more video.
And you want to make it as simple as possible. And I guess the message is the strongest bit but I don’t know something about the car ones that Isn’t it weird how everyone seems to do them in their car? Yeah, I actually, I actually did a bit of a Mickey take on that. I thought if you went connected with me and scroll back down my feed, you see a video that I did a few months ago, which is kind of ranting a little bit about that particular thing because not only did they do in their car, but they usually that kind of thing. So this way, I went to a meeting, and I met with the client and it was really good and next week, I know you just like I don’t care about that. You know, and I think moving towards
isn’t necessarily the location is what the people talking about. And a lot of the time, they’re not really thinking about their audience, they’re not really thinking about what someone might want to hear. The most important thing is this position to have that Firstly, how to think about what you’re going to talk about. And then to make it very snappy and valuable for the person who’s watching it. So, I mean, that’s the essence of all good content marketing, you’re not thinking about you,
you’re thinking about the audience. And,
and so So I think, you know, it only just happens to be the case that you know, the people who are doing it in their car I’m also doing very good content at the same time. So I was gonna say so it’s not I could not necessarily be the phone in the car situation. It’s, it’s it is planning. So where do you start, then you’re kind of suggesting them that I really need to understand my customer first before I even think about whether it’s video or whether it’s a blog or whether it’s whatever it is that you
Okay. And so what do you do that when you’re so like, do you have clients come to you when they’re not sure what they already work that out. So you get involved in that kind of process? And no, I think it’s sometimes it’s quite valuable to have a third party kind of help you, you know, because when you’re inside the frame, you can’t see the picture a lot of the time so you but you, there are processes that you can do to unpack your skill set and to kind of start to look at the things that the audience is going to find useful. Generally, you know, you’ll have a better idea of the struggles that your customers have the nine mil, but I can help you kind of access that by saying vice, you know, sitting down and kill again, right. Let’s break this down into components. Let’s have a look at the different sections in your business. Let’s have a look at the different types of customers you’ve gone, what struggles are, you can break it down into components, through a fairly kind of simple process of just debating bit of time to it and thinking about it.
And then a lot of the time, it’s just the questions that you get asked commonly a lot of the time. So for us, it might be, you know, how much does the video cost or what we’re talking about earlier about not getting the light, right. So you know, if you, if you’ve got a, you know, if you’re using your mobile phone, that’s okay, mobile phones can be okay, so you’ve got a good one. But you know, you can make it look much, much better by choosing the right location or plugging the microphone into it to make the sound better. So, you know,
those are lessons that I could do a short video about answering I could say you could use this microphone you can shoot in this location. You can plan your content in these ways and just publish a short video that’s maybe for LinkedIn I think the sweet spot somewhere between a minute in about three or four minutes
and, and then to just kind of deliver that single point in in as an interesting and compact way as you can really think. Yeah, no, absolutely what I did this time last year was did like a
challenge myself to do like Instagram video, when the maximum amount of time you can do is a minute. So it kind of trained me to get things like one point across, like really quickly. And that really helped me as well because I literally, I couldn’t publish it unless it was less than a minute if that makes sense. Yeah, I mean, we always talked about advertising of like just one point, rather than trying to cover too many things up. So do you say you reckon start with like your FAQ? Yeah, absolutely.
And, or if you’ve got any existing blog posts or kind of content, you know, the format, that’s good to go through and cherry pick ideas out of, if you’ve done maybe longer form videos or interviews in the past, with kind of client interviews to sort of figure out what their challenges are. You can use that.
You know, you could you could all say the I mean, if you’re doing events, you could, in theory, film The events.
And take snips out of, you know, people are talking about the events. I think that’s slightly less personal. I think LinkedIn is becoming quite a personal platform now which is interesting. And and it’s and it’s what Christopher talks about about p2p. And, and not be to be where, and what we want to see in business is people that were doing business where there’s not a big corporate kind of face, where you’re just looking at a brand and a whole bunch of you know, Brenda gave or Chris or that nice and what they think and what and that you’re doing business with them rather than this kind of big, faceless entity. And I think that’s what LinkedIn is kind of facilitating that. So when when you publish on your channel, you are really publishing, you know, from your personal profile. And they can be views and thoughts about your company and about your audience, but they’ll do your personal views.
Link. One of the things that LinkedIn has, it really got down at the minute is
On, it’ll be interesting to see how they developed over the next 12 months is company pages, because the company pages are quite difficult to access and quite difficult to use. So it’s all really about the personal profile at the moment, but I think that’s quite good. I like that. Yeah, there’s definitely I think the, from what I’ve seen like we use the company pages because we need them to run ads that we rarely and then it’s there’s a quirk with answers like publishing content to the page mix it lets you have a bigger add another story so that is the only reason why we publish on like company pages, literally for the ads rather than any organic reach at all. We’re just fighting as well as it being hard to use is just doesn’t get any reach because it’s your, your individual connections, isn’t it where you’re getting that
the reach from already? Yeah, I think I think they are. You know, I, I I’m sort of hesitant when Microsoft took LinkedIn on I thought they were either going to trash it or make it good and if people
is like they’re actually doing some quite good things with it people more people are starting to use it. Just recently, they introduced some developments to the groups, which as we know, was all like tumbleweed for years and no one’s using them. So you know that hopefully there’s good things coming out of it. And I expect they’ll adapt and change some of those things around the company pages as we go on.
So yeah, I think it’s an exciting time I think for and of course, one of the things that we don’t have at the moment with LinkedIn video is any real kind of analytics or paid promotion or any other kind of things you get into Facebook? And do you know, I suppose it’s a little bit of a drawback, but at the moment, where we really get in terms of engagement is is the view count. So you get you know,
literally like 3000 people have watched there. So it’s been what 2000 times or whatever it is, that’s about it. There’s not much else apart from the likes and the comments that you can you can use with that, but I think that that’s still enough to get some value from so why quite often
Do is off the back of the video, I’ll go through the comments. And I’ll go through the likes, and I’ll just connect with those people because those people have, you know, sort of, you know, registered the relationship and kind of interacted a little bit. And that’s just a good starting place, they’re more likely to want to watch another video in the future. So on that sort of topic, so I’ll connect with those. That’s a really good way of just developing your network. It’s a warm connection, because they recognize you. And you can build your network pretty quickly. I think last year, we did, I did a video to his was about 45 seconds long, it was shot on my mobile phone. It was talking just really quickly about some titles and subtitles and your video, which we can talk about in a minute one. And that video did 50,000 views in a week. And my and I my LinkedIn connections both from I think about six or 700 at the time, up to about 1200 just literally doubled in a week and week and a half thing. So you
You know, it can be quite valuable, you know, that sort of process seems, the more you do it, the more likely you are to kind of strike a nerve or five touch points so where where people really resonated with that and then and then it kind of takes off you know, and I think that’s awesome then that I never really saw petty thought on to connect to people that liked their video but that makes absolute sense to to build those connections so and I guess it doesn’t take a lot of time just to go back on that video. haven’t got any comments and then you’re right that’s like a really warm connection you’re not just connecting with because some people have real issues with connecting with strangers on LinkedIn don’t know they’re like, yeah,
so actually doing that warm one is a is a great tactic. Yeah, and I think just a quick sentence that goes with it Hi, I saw you like my video would ever be great to connect so that’s all you need to really you know, so for me, I can we talk like equipment. Fact if I guess if I was going to do it myself.
Self but I also want to talk about and get some advice from you on working with someone like yourself some advice for me looking someone if there’s anything I can do to obviously make that easier, but they’re still gonna have you got because he talks about adding microphones and things and there are stuff on Amazon, they can get for your face if you got any particular kind of kit that you would recommend.
And I didn’t use my phone and I’ve got something called a Cosmo gimbal which is made by DJI which is a small handheld thing, which costs 150 200
pounds so a huge amount and that you can flip the phone ran into selfie mode and that if you hold that out the front, it looks like you’ve got one somewhere.
That’s a great little tool. Yeah, that kind of thing is perfect. Just
Just balancing the fame and stopping it from shaking around because one of the things with a tiny
Mobile phone is that it’s going to bubble around quite a lot. And if you’re handling as well, it’s going to pick up a lot of the noise on the microphone from from kind of handling it. So a simple thing like that is a great investment just so that you can
so that you can do that. And
if you’ve got a little set of you got some feet on that one, so you can also use us thing Yeah, so you can also use that as a tripod. So you don’t even have to walk around with it. You could just pop out on the desk and sit in front of it and use it so I definitely you know, go with something like that. There are microphones, obviously the phone the phone. microphones on smartphones are variable quality on my Samsung. It’s not bad actually. But you can always improve it there’s a thing called a smart lab by road,
which is just a dedicated paleo libertarian microphone for for smartphones. I doesn’t
work with all aspects and see if it works with your phone.
And then beyond that you’re moving into kind of programs cameras, to be honest, to start out with a mobile phone is fine. I think you need to before you can throw like 3000 pounds at equipment, you want to make sure that Firstly, you’re going to you’ve got a plan to do it regularly. Secondly, that it’s working for you, and so that you’re getting some kind of result, you know, so. So,
yeah, I mean, you know, obviously, wherever your company so we’ve got loads of cameras I tend to use, I’ve got an announcement in the background there somewhere, which is about 600 quid and we’ve got nice cameras that are generally when you use that higher end equipment. It’s not even really about the picture. It’s about the reliability. So you can do things like monitor the audio and monitor the pictures of it, you know what you’re shooting so you don’t spend half an hour recording stuff and then put it into NetSuite and find out that it’s all useless because you got sound wrong where you got the picture, we got the light wrong, something like that. So you know
You get into
out my boss fun yeah now awesome brilliant and then we can drop the links to those in on the comments coming
so then if I was booking sales looks like someone like he for a day and I wanted to get loads of videos done how you know what would make your life easier my life easier What can I do beforehand kind of prep for that and make sure we get the best results possible?
Yeah So like I said, I think I said it back in the beginning that the the preparation for it well that would be the sort of from the brainstorming part of it is quite a big part of it and the more you can do on the front end of that, so obviously if you hire a video company to come in, and they they can help you with that early stage of getting the ideas together. And then you want to just basically be as efficient as you can during that shooting day because the shooting guys are going to cost you money. So if you can
You know, set aside one day, and you know,
you’re not prepared, you might get two or three videos out of that day, if you’re really prepared, you might get six or seven or eight. So, so it’s just about making sure that you know exactly what you’re doing. And then also, you know, I didn’t if you do kind of public speaking, but you know, the more you do those, you know, the more you talk, the more you go through something, the easier it is to just do it without thinking and took forever to feel natural. If you’re having to go back to notes constantly and do bit in tiny little bits, because you’re not really sure what you’re saying you’re not fluent with it, then that just takes longer and it becomes more difficult and you get less out of it. So yeah, if you if you could map out six or eight videos, and always, I mean, how you do that is kind of up to you. There’s lots of different ways of doing it. Sometimes I actually write a script, because I find it easier to see it and just kind of type out what I think I’m going to say
And then I’ll go through and put that into note form.
From person, she uses a blog post as well. And then I and then I bullet point here, and then we present from the bullet points so that I’m not reading. And then what that means is it feels a little bit more natural and it comes across a bit more conversational. But you still need to just run through those bullet points and kind of speak them out loud a few times in order to get that fluency. But then also remember that you can edit so you don’t have to do everything in a great big lump. And these days with editing kind of, you know, editing in a fancy way is kind of gone out the window. If you watch like blogs on YouTube and that kind of thing. People just can’t they just kept from shot to shot shot. There’s no kind of cutaways or addressing things up. It’s just like, you know, a few sentences and another few sentences stuck together sort of thing. So yeah, I don’t think people are too fast about production quality these days for social media content, which is essentially quite throw away content.
So, if you got something that’s on your website and you want he
wanted to sit there for two or three years, you’ve got to make sure that their production quality is high and it’s got some shelf life but social media content, you just, you know, it’s his dad gone tomorrow, isn’t it? Absolutely, literally with like things like stories, you’re
the stair and so.
So what I do sometimes for like scripting, so a lot of the guys in the group will have to get their scripts like approved by compliance, they’ll probably have to go through that process anyway. And I use otter to
transcribe it. So I’ll talk it through and I’ll use artists, I got it. I find it hard to write how you speak without speak. If that makes Yeah, so that works for me. Do you do anything similar for those kinds of scripting or?
No, I mean, you can use an Auto Key. Yeah, I mean, if, you know, possibly a little bit less
You say it’s a bit drier, that’s going to have a slightly less authentic sort of feeling. But if technical industry where, you know, the details are important, and there’s a lot of, you know, there’s a lot of caution around getting things right like they didn’t things and getting the words and everything spot on, and you could you could write for an autocue. Again, that’s just comes down to scripting. So you could, okay, so there’s a really good service called rev.com, which is a transcription service. So, in that situation, what you could do is
record, you know, record the audio, as you speak it. I’m sure I’m just thinking on the spot here now. You could, you could speak it naturally. Get ready to transcribe it so that you’ve got it all written down, send that off for compliance and get it changed so that you’re just making sure that the details are correct. And then use that script as a basis for your
Thank you. Yeah, yeah. So so you’re kind of it’s just, it’s just running that through the process to make sure that it’s okay. But you’re reading back on board, he said naturally in the first place. Yeah. So that that would feel authentic. But it would also be checked at the same time, if that makes sense. Pretty cool. And then so you mentioned earlier on so when it goes back to sort of map now we’ve sort of made our videos maximizing that on LinkedIn and such a massive thing, because I think when people are on YouTube, they’ve got headphones in when they’re on Facebook, LinkedIn, got headphones out, generally, rule.
set time subtitles is a massive thing. What’s your process a using wrath for for those as well? Yes, absolutely. I’ve got a video on our YouTube channel, actually. So if you search for blink back media, on YouTube, you’ll find our channel and I do a lot of videos there about how to produce video and video content and we’re going to be doing a lot more around LinkedIn over
The next couple of months. So that’s a good place to go just to kind of follow what we’re doing there, one of the better performing videos that show about doing titles for LinkedIn,
because it is exactly for the reasons that you just said that a lot of people using LinkedIn. Yeah, well, I’m having a coffee break or just on the train or something and they’re not they don’t have found up. Yeah, and and you know, you need to, you need to make sure that your message is delivered for those people as well as the people who are watching it with the sound up so you can use wave to transcribe it. So you literally just upload the web videos, the website, it’s $1 a minute, which for two or three minute video is nothing.
And then there’s the second stage to that process, which I explained the video on our channel, which is using a tool called handbrake, which then burns that text into the video. So because the subtitle file is, is is a separate file from the video file, essentially you have to combine them into one video for for LinkedIn. So
So there’s a process that you can do this free fairly quick process that allows you to do that. But I wasn’t aware of that was one thing up
kind of like getting in doing that in prep taking it back into the editing software like Romeo and then doing that. So I’m definitely looking up because it’s just been frustrating me and I haven’t been putting subtitles on on stuff recently because of that. So that’s awesome, brilliant. And anything else that you can suggest if we’ve completed our video with subtitled it we’re getting out there and LinkedIn to get maximize and get more reach any other
there’s some kind of classics of content skills, I suppose around maybe thinking about taking people so for example, if your name checking somebody or if you’re saying, you know, you know, in this book, this person wrote in this book about this idea, you know, it’s sometimes it’s quite nice to actually plan you know, a few name checks into your videos because then it gets
excuse to come to LinkedIn, check that you can tag them first. Because it’s kind of wasted time because some some caught like a opponents to or somebody that a client or a sort of somebody or prospect that you want to kind of engage, then you can say, Oh, this company is doing this thing over here and that’s great and then you can just type them and involve them. So that’s kind of for them you know, into the video and give them a chance to kind of contribute. It also opens it up to their network as well. So if you tag somebody, their networks going to see that so so that’s one way of doing it.
The we talked about kind of tracking the lights in the comment stream video as well. And then you can repurpose that video or maybe you can do it for LinkedIn, you can still put it out and you can still upload it to YouTube because you put it out on Facebook.
People talk about video being different for these different networks and it is a different networks require slightly different approaches and different formats.
You know, you might as well check it out.
shape it slightly if you want. You can create different tools out there for just changing like putting into square for Instagram and things like that. assume you’re going to be doing videos on repurchasing all of you got some stuff on your YouTube channel already about repurposing.
It’s on my list here.
And it’s on the top of the list that I’ve been doing today. Well, we will soon as you’ve done that, send it over and we will share along with a great, okay, cool. So I mentioned that you’re doing a course for LinkedIn video that’ll be coming out this year, but you’re doing some research at the moment. You’ve got like a survey you were saying about what people are struggling with. Is that right? Yeah, yeah, it’s a really quick two minute Survey Monkey survey which just gives me a super feel for you.
Whether you’re good at the tech stuff where you struggle with the strategy stuff, whether you’re not familiar with LinkedIn at all says literally like a handful of questions and a form letter and then anything else. And just say that I can when I’m building that course I can get a good sense of what people need and what that’s going to be the most valuable help the people so yeah, I mean, if if any of your viewers are happy to fill that out and bring it back to me, then I’ll send you the link for that. So great to send the link over walk it in the comments. Excellent. Secondly, if you got anything else you think we’ve covered a lot of ground on LinkedIn.
I think I think we do so.
There’s a lot of things there that I’ve taken back with like that, making sure I get my subtitles. Done. That handbrake software. I think the following up people who like and comment and not just leaving it, I think one thing Chris always said as well no comment left behind always reminds the comments good or bad. They just leave otherwise
You know, people will put something out there it says even if you like it, I think. Yeah, absolutely. The other thing is that you can I mean, there’s
there’s sort of uncertainty. And we’re going to try and test this this year about how if you include a link in a post, how your reach gets down breaking. So this, this is a thing, which is becoming more and more come across social networks, yeah, where they want to keep you on a social network. So if you put a link into your post, then suddenly, only five people are seeing it instead of 15. so and so and I have noticed that a little bit with the pace that we’ve time it is it’s a little bit of it, it’s quite frustrating, because ultimately, you’re what you’re watching to do is drive people back to our website, something so you can take them on to that next step. So
but the other thing you can do is put the link into the comments and that doesn’t affect the request so much. And if you’re going to do that, then obviously in terms of the ROI that we’re talking about, we’re getting sort of
Results from the video. You can set up trackable links for that so that you can see how many people are you can use things like bit leads so that you can see how many people are clicking on those links. And then of course, is good old fashioned Google Analytics that you should be checking, you should set up a goal or something in Google Analytics to see how much traffic is coming from LinkedIn. So if you’re going to invest a little bit in the video side of stuff, and you’re going to promote you’re going to publish
regularly then you should also be watching your Google Analytics to check that that your growth in your search results and and stuff coming in from from LinkedIn as well. Awesome. Brilliant. Excellent. So I’m guessing that we can find you on LinkedIn. Yes.
David Kelly, there aren’t too many David kill Kelly’s about. So yeah, again, I’ll send you a link but you can connect with me I’m was up there connecting with new people. Absolutely.
Like big on any other social platforms still.
We’re on Twitter, where
Back video, on Twitter, we have a Facebook page. I don’t use it that much, to be honest. But we can you can find it there as well and this YouTube channel as well, because fantastic but it will drop all the links in especially like the survey, all those products that we mentioned. And obviously your website as well so people can come and check you out. Well,
David, thank you so much for for coming on. I’ve learned some stuff already. Some short people in the group have taken a lot away from it as well. That’s great. Yeah, thanks very much for inviting me. Because I could check. No worries aren’t made. Oh, no, thank you so much. So that we have it. There was loads of value there for from David, if you want to see these. And here these interviews live join our Facebook group. If you look for lead generation for financial services on Facebook, you can also see are talking at a show as well. So look forward to seeing you in there. And I will be back next week if you got two seconds to subscribe.
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