Closed Bug 700801 Opened 13 years ago Closed 13 years ago

[brand-Q4] Copy & Design for Facebook posts - Nov/Dec 2011

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(Marketing :: Copy, task)

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RESOLVED FIXED

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(Reporter: williamr, Assigned: matej)

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(6 files)

As part of our Q4 brand efforts, we'd like to have 10 brand posts for Facebook for the remainder of 2011. These can be from our brand platform, witty one-liners, fun questions + polls, Holiday messages, etc. They're geared towards creating more awareness of our brand and building great relationships with users. The shorter each post is in length, the better.

There will also be a related design bug for creating simple graphics (similar to the graphics Pepsi has on their FB page) that can be paired with some of these posts. Some of the copy from this bug could be used in those graphics themselves and/or as captions for those graphics. 

Timing:
- 3 posts by November 22 (including a post with graphic to be used on Thanksgiving Day)
- 3 posts by November 30
- 4 posts by December 7 (including a post with graphic for Christmas and New Year's)

I think the Pepsi, Oreo and Starbucks pages are the best for inspiration:
http://www.facebook.com/pepsi
https://www.facebook.com/oreo
https://www.facebook.com/Starbucks
Blocks: 700804
Matej, happy to discuss if you have any questions. Let me know if you have any feedback about the timing as well. Thanks!
Hey Matej, how are things looking here?  I know you're slammed, but wanted to make sure this doesn't slip.  Lee could also possibly take some inspiration from your copy since the Graphics are fairly simplistic and have vague direction right now.  Let us know.  Thanks.
I think we might need the copy to help inspire the graphics. Matej, I know there is a lot going on but when do you think we can look at something? Thanks.
I'm on these today. Will post some options a little later.
OK, here's a first bunch of these. Let me know how many you end up using so I know how many you still need for the next round.


THANKSGIVING

Happy Thanksgiving, everyone! We're thankful for you guys, our awesome users. How about you?

Everyone up from their post-turkey nap yet?

So, what's everyone doing with their leftovers?


BRAND

Firefox is fast, flexible and secure. Tell us what that means for you.

Firefox is free to innovate on your behalf without any pressure to compromise. In other words, everything we do, we do it for you.

Our goal is better browsing for you and a brighter future for the Web. (Get your sunglasses ready.)

Firefox is proudly non-profit. What are you proud of?


QUESTIONS, ETC.

The quick orange fox jumps over [FILL IN THE BLANK]

Quick poll: high five or fist bump?

What's your home page currently set to?
Question: We're getting ready to hit 6 million FB fans. I'm guessing today.

Is it possible to do a real quick turnaround on one of these? I'm thinking of something William showed me when he was describing this project that Pepsi did, where the zeros were Pepsi logos. could we do something similar with 6,000,000 - make the zeros our different logos? (Firefox, Thunderbird, Aurora, etc.)

Maybe it's too quick a turnaround? Thought I'd throw it out there. It'd be great if we could turn it out, though.

For these above:

Could we make the Thanksgiving one more simple? Something like what Matej has written here - "What is Mozilla Firefox thankful for?" and then the graphic could be a finger pointing at the user. (Like the We Want You, Uncle Sam sign.) This one is scheduled in the content calendar for Thanksgiving Day on Thursday.  

The brand post is scheduled for November 28 - I think the sunglasses one would lend to a great graphic. 

The next one is scheduled for December 1 - I like the one "The quick orange fox" - again, would make for a great graphic, with the Firefox.
Hey guys, quick thought re: the 6M fan mark and the Thanksgiving one:

* Is there a way we can combine these?  Seems like we're saying that we're thankful for all the awesome users / fans, and we can easily say that we're thankful for the 6M+ fans on facebook (our audience here is really the facebook fans so we should be referencing them directly).  

* Agree that the graphic can/should be simple.  Simple can be quiet powerful.  Though I'd love to see something other than JUST the FF logo.  We've used that on so many different posts and I think folks are likely growing a bit numb to it in their feeds... they love our logo of course and it's iconic (etc) but when we use it too frequently, it won't really grab people's attention the same way. Also, our avatar is the FF logo anyway, so, it would feel redundant. 

* Related to that, I like the pepsi creative references, but I'm not a fan of using the logo in place of zeros. I rather just put the logo against a colorful background (or something abstract and simple but fun) than to force it into the graphic like that. 

-----------

* I know photos are highly desirable and viral content on facebook, but I also think that not having one *is* okay.  For the 6M one, I think it can be okay if we don't have a graphic, but have a compelling and sincere thank you message marking the occassion.
(In reply to Matej Novak [:matej] from comment #5)

> THANKSGIVING
> 
> Happy Thanksgiving, everyone! We're thankful for you guys, our awesome
> users. How about you?

I like this.  And as noted in my other comment, think that we can combine this with the 6M+ mark for a more powerful thank you message.  We can post these on the 24th. 


> 
> Everyone up from their post-turkey nap yet?
> 
> So, what's everyone doing with their leftovers?

These two are great, and we can post these on the day after thanksgiving eve, the 25th (if that doesn't mess up the schedule).
Hey Tara,
I'm okay with combining the 6 million and Thanksgiving one. I'll text it up today when we hit the mark, and graphic it up on Thursday with the Thankful message. If the graphic can have something mentioning the 6,000,000. Maybe something like "Happy Thanksgiving everyone! We're thankful for YOU, our awesome Facebook fans. All 6,000,000 + of you (and counting!)" Or something like that. (With a graphic of a turduken? ;) Just kidding)

I agree that I'd like something other than just the logo - whatever treatment you guys wrangle will be wonderful, I'm sure. 

For the brand posts, we just have the one scheduled for Thanksgiving. I hesitate in asking the graphics team to create others, only because 1. - the traffic on our page will drop off due to the holiday and 2. because we have other posts scheduled throughout the weekend already. 

But, if William is willing (and able, since on holiday) he can certainly post multiple times.

Rock on!
C
Sounds good.  SO, here's a recap and summary of thoughts for next steps:

>6M post:
* No graphic needed.
* Will just post as text.
* no copy needed from Matej (?)

>Thanksgiving:
* Will combine 6M message with what Matej did.
* Will have graphic.  I suggest no Uncle Sam references, but something more abstractly representing "fall", even if it's simply fall colors, etc. or (again) not forcing in a graphic if we can't find a strong one.
* I also suggest posting two:  one on the 24th with the "thanks" message, and one of the two other ones Matej suggested for the day after.  I think people will appreciate that. 

>Brand/Question posts:
* My personal suggestion is to save these for later, and focus on the Thanksgiving related posts that Matej suggested.  I like those a lot.  That's what people are focused on around that time, so I don't think engagement will be as high for other types of messages.  
* I understand that Thanksgiving is  US holiday... but I think it's worth saving the other posts for next week, vs. the thanksgiving timeframe.
Hi all,
I know we just discussed combining the Thanksgiving message w/ the 6M Fan mark, but wanted to quickly mockup this up to give you a reference point, based on our existing widespread branding work. Something like this could work for an immediate message (non-holiday specific theme.) Let me know if we want to roll out something like this before we start getting more tricky. 

http://cl.ly/0M1K1m3s35400h050m2C
These are great. I really like the Thanksgiving posts. I anticipate that they should get some good engagement. I also like combining the 6M message. 

I also agree that we should hold the brand posts until the week of 11/28. To Tara's point people are focused around Thanksgiving this time of year. 

Lee's graphic is good for just the 6M mark. If we are going to combine the message then to Lee's point we should add some holiday flare, within good taste.
I'd vote for combining the 6M message with the Thanksgiving one so we're not thanking people twice in a short span of time and I think Carmen's options works well (with minor tweaks):

Happy Thanksgiving, everyone! We're thankful for YOU, our awesome Facebook fans. All 6,000,000 of you (and counting!)

But let me know if you'd like me to create a standalone 6M post.
I think the one would be plenty. We'll probably hit the 6 mil mark tonight or tomorrow. We can do a text post if William wants to, or waiting until Thanksgiving Day won't be so far off. 

As for the brand posts - we can definitely hold off on posting them until next week, but William did schedule one for the beginning of next week. Is it okay to create a brand post so we'll have it ready for Tuesday or Wednesday?
Since there is a brand post on the calendar for early next week it would be great to have one for that time.
>6M & Thanksgiving post

I thought we were anticipating the 6 M mark yesterday.. agree that at this point it's too close to Thanksgiving to do a "thank you" post twice.  So, lets combine.  Though I still think we should do one on the 24th, and 25th, with Matej's copy.


>Brand post

For the Brand post, I suggest Wednesday (spacing it out a little more).  
Didn't Matej already provide copy suggestions on this ?  Comment #5.  I think he's still waiting for feedback on those.


>Lee's graphic

Lee:  Thanks for putting together that creative exploration.  I like it, except that it's designed to be a custom landing tab, vs. a graphic for the feeds.   Right?   I actually think something in this vein would be great for our official landing tab, with an arrow of some CTA pointing to the "Like" button.  But, that's another conversation and another bug :)   Since FB has updating their style, when we post pictures, the picture isn't a thumbnail but it's much bigger.  So, something like this can actually work well in the feed if we upload it as a picture.  I used to test my posts on a dummy fb account to see how things looked before posting on the official account.  I suggest we do that here as well to ensure quality :)
I thought the 6 mil mark would be yesterday - must be slow because of the holiday week. We're about 500 fans away today, so I'm guessing it will be today.

When we hit it - I can post a text status update. Something like 6,000,000 fans! Click "like" to help us celebrate 

This will post to the entire Facebook fan base

Then on Thursday, we can do the Thanksgiving Thank You/ 6 mil graphic, that will post only to En-US.

For the brand post: I liked the:
Our goal is better browsing for you and a brighter future for the Web. (Get your sunglasses ready.)

I thought it would represent nicely via a sunglasses graphic. But all are good - whatever Kristin wants to use.

I'm a little confused/can someone clarify? - is the text to go ON a graphic? Or to go WITH a graphic? From a FB standpoint, text ON the graphic would be preferable. When someone shares a graphic, the text that goes with it in the status update may or may not be shared as well. The caption would be shared, but that's often below the graphic and not as visible/ may not make as much sense.
I'd like to clarify which graphics we're designing around. William's description of this bug points to the Pepsi and Oreo landing pages for inspiration, so I've been basing my mockups around those dimensions.
Hey Lee - look at the wall of those pages, not the landing pages. We'd like to post them to the FB wall.
Thanks Lee / Carmen.   Lets please be sure to specify specs in advance so that we don't have to lose time/resources.   

Lee, these are all supporting graphics for posts to the wall.  If we post a link to the wall that has a graphic attached to it... then that usually shows up as a small thumbnail.  More of then than not, this is what you see in the posts.

If you *upload* a picture and use that in the feed instead of a normal status update + link.  Then, that picture displays bigger.  I've attached samples of how this looks for a single photo, and multiple photos.  So, we should be going for this vs. a smaller thumbnail. 

Carmen, please be sure that you (or William) are familiar with this so that when we post, the picture displays properly.
Summary: [brand-Q4] Facebook posts - November/December 2011 → [brand-Q4] Copy & Design for Facebook posts - Nov/Dec 2011
(In reply to Tara from comment #20)
> Thanks Lee / Carmen.   Lets please be sure to specify specs in advance so
> that we don't have to lose time/resources.

Apologies for the confusion on the specs. I thought "posts" was clear that these were intended for Wall posts, but I can definitely see why the links I provided could be confusing. (Incidentally, I see the Pepsi and Oreo Walls when I click on those links since I'm already a Fan of both pages.) I'll be extra specific next time.
 
> Lee, these are all supporting graphics for posts to the wall.  If we post a
> link to the wall that has a graphic attached to it... then that usually
> shows up as a small thumbnail.  More of then than not, this is what you see
> in the posts.

Correct. These graphics will show up as thumbnails. After a quick test, I see that Facebook will crop the graphic to 320 pixels on the longer side. Usually, the width will be longer than the height, so we want the graphic to look good when it's scaled down to 320 pixels wide. Note: We can still design and upload the graphic in a higher resolution (eg: 640 or 1280 pixels wide), since users can click on the graphic to see a larger version.

Creating graphics that are 640 pixels on the longer side would be great for this bug.

> Carmen, please be sure that you (or William) are familiar with this so that
> when we post, the picture displays properly.

Yes, that's the approach we had in mind.
Thanks for the clarification y'all! I'm going to use 640 x 480 as the full size graphic - to Williams recommendation, this should scale down well and look great as a thumbnail/post.

http://cl.ly/1E2x1l0b2R1S392T3a0V
Thanks Lee

Can someone post this on a dummy account and see how it scales down perhaps?  Or, Lee, maybe you can mock up the scaled down version so we can check? Unless you've done that and you know :)

My quick comment is that:
* It looks great
* I like the orange background since it's clearly "fall" colors and fits in nicely with Thanksgiving.  Though, It also looks just like our billboards.  So, to me (and internally) I see this more as a brand oriented statement vs. a holiday themed one.  Maybe that's just me.  Lee, as discussed, did you try anything to add some subtle textures or ambient elements in the background?  Maybe it would look busy, I'm not sure... but wanted to just check.  I'm happy to not overcomplicate this graphic, but figured I'd mention that.
* Lastly, I'm worried the 6,000,000 number won't really stand out.  the white pops, the red not so much, especially when scaled down.

Thoughts?  
Thanks again Lee :)
Let me play with a textured background - at very least something that slightly takes it a step away from our 'normal' brand stuff. fwiw, I have been viewing the graphic at 100% and at 50% - so I think it looks good as a thumbnail. The "6M" actually draws attention to itself when it's red/inline with the white text - it's no more/less readable than the other text at that size, but the good thing about breaking up that text, is that it draws attention > so hopefully folks click it, and see the full size. Stay tuned for revision...
Attaching version at 100% (now with added flair!)
Attaching version at 50% (now with added flair!)
GREAT !!!!!!
Thanks Lee :)    Folks, we good to move on?   Please confirm.  Thanks!
Hi all,
Let me start out by saying I defer to the brand/creative experts

(you knew there was a "but" coming, right?)

This graphic doesn't say "Thanksgiving" to me at all. Like Tara says, it says "brand post." Which is fine, I suppose, but it is a Thanksgiving post after all, with brand posts coming later. I would prefer that it represent thanksgiving. Give the Firefox a pilgrim hat or something. ;) 

For example, for the holidays, wouldn't we have some holly, or snowflakes or something? (or maybe we wouldn't?)

But then, maybe I'm off base here. Feel free to tell me if I am.
...but it DOES say "Thanksgiving." 
It actually says, "Happy Thanksgiving, everyone!" with an exclamation point :)

But in all seriousness, I think this promo is trying to do a lot (doubling the Thanks message with the 6M fans message), and adding said holiday flare is pushing beyond the limits of our visual voice. I hate to be a pre-xmas scrooge on this one (and others may feel totally differently) but I'm not very comfortable forcing holiday icons into the design.
Hey Carmen.  Definitely understand where you're coming from.  But I agree with Lee.  

We spoke about this internally here as well and came up with a solution that feels more in line with our brand and visual voice (as Lee mentioned).  Something a little more abstract and ambient in nature also helps the copy come across stronger, too.

I think when it comes to certain occasions, it's an easy/quick/expected solution to throw in art pieces like: snow flakes, turkey, etc.  and sometimes it works, but it's not necessary to get the message across.  I think the orange hues are definitely inline with "fall" and thanksgiving... and they also work well for the brand.  I know it's subtle, but the texturing and paint splashes Lee added help a lot and I think looks great.  

Fwiw, despite Lee's joke, it *does* say Happy Thanksgiving :)  I think it's great.  No turkey or mashed potatoes needed!!!   Hope you sleep on this Carmen and maybe wake up to realize you actually love the graphic :)  I promise it'll have really good engagement on FAcebook.

Thanks again, Lee, Carmen, Matej, William - All.

*CLOSING*  the Thanksgiving graphic/copy section of this bu.

Onward.....
Great work Lee! Tara, thanks for the flair suggestion too.

I agree with comment 31 that saying "Happy Thanksgiving" gets the message across well here - I don't think we *have* to include a Thanksgiving themed icon as well.

For the interest of keeping the graphic simple and timing/resources, I'm happy for us to move onward with the other graphics. Thanks all!
Just wanted to pop in and say that I love all the work that Lee and the design team does, I just had a different vision from my discussions with William and some of the things that Pepsi does. :)

Deferring to the experts.
Thank you Carmen for popping in, and for understanding :)
Love it! Graphics look great. Thanks. Have a Happy Thanksgiving!
Let's go with these for the next two graphics:

Firefox is proudly non-profit. What are you proud of?

Quick poll: high five or fist bump?

Lee, could we have graphics for these by end of this Friday? Could be very similar to the Thanksgiving graphic in look and feel, so I think it should be pretty easy to whip up.

Would like the graphic after those to be along the lines of "Happy Holidays from Firefox" and have it ready by December 15. Matej, want to give a couple options for that message?

Thanks!
(In reply to William Reynolds [:williamr] from comment #37)
> 
> Would like the graphic after those to be along the lines of "Happy Holidays
> from Firefox" and have it ready by December 15. Matej, want to give a couple
> options for that message?

Sure! Here are some options. Let me know if you'd like some more.


Hope you have a foxy holiday!

Foxy Holidays from Firefox!

May all your holiday wishes come true.

Have a safe and secure holiday, online and off.

Happy Holidays! With tidings of customization and joy.

Holiday tidings of safety and speed from Firefox.
 FWIW - this is my fave.
> 
> Have a safe and secure holiday, online and off.
>
(In reply to Carmen from comment #39)
>  FWIW - this is my fave.
> > 
> > Have a safe and secure holiday, online and off.
> >

+1. Lee, can you add that to the queue after the two designs in comment 37 are ready? Thanks!
Attached image non-profit - green
Attached image quick poll - blue
Quick question:  shouldn't we be using the poll application on FB vs. a manual one? :)
Lee, nice work!

The non-profit graphic looks great to me. After reviewing our previous Facebook Polls and seeing that participation is much higher than asking users to comment, I agree with Tara that the high five/fist bump post would be best run using the poll application. Unfortunately, we can't include a graphic when we use the poll app. Appreciate you design that for us though.

I really love the blue color in the quick poll graphic - maybe we could reuse that for the holiday graphic mentioned in comment 40? Open to exploring other ideas as well :)
Thanks William.

Lee, lets be sure to re-use the blue one for a follow up post.. it should be a quick copy update.  Would hate to lose the work already done.
Attached image secure holiday - blue
great minds... ;)
(In reply to Lee Tom from comment #46)
> secure holiday - blue
> 
> great minds... ;)

Rockin, thanks Lee!
Lee, could you post the PSDs for the 3 graphics (Thanksgiving, non-profit, holidays) when you get a chance? Thank you!
After chatting with Kristin, we'll need 4 more copy options (2 with associated graphics) to help us meet our sharing goal for Q4.

For two of the posts we can leverage the non-profit snippets that are live this month by remixing them as social posts. Matej, what do you think of these?

1. Firefox is proudly non-profit and free to innovate on your behalf without compromise.

2. Fast, flexible and secure, Firefox is the only browser that puts you first. We are different by design.

Lee could scale up the heart graphic that's used in the snippet for one of these, and we could use the same orange design from comment 26 for the other copy variation. 

Also, I'd like to have 2 one-liners or polls that are simple participation asks. Something similar to the 'Click "Like" if you're using Firefox' that received 40,000 likes.

Open to exploring other ideas as well.

Timing: Let's finalize copy by end of Wednesday 12/14 and the non-profit graphics by end of Monday 12/19. Earlier is fine too, of course :)
1. and 2. both look good to me. Here are some options for the other ones:


Put Firefox into your favorite holiday song.

Have a favorite Firefox Add-on? Let us know!

How many devices do you have Firefox installed on?

New Years resolutions: yes or no?

Superman is faster than a speeding bullet. What's Firefox faster than?

Click "Like" if you're ready for the weekend.

Click "Like" if you're happy and you know it.

Click "Like" if you feel like dancing.
> Put Firefox into your favorite holiday song.
Fun!  I like.

> Have a favorite Firefox Add-on? Let us know!
Maybe also a message around what Firefox Add-on they'd be most inclined to recommend / share or "gift" to their friends for the holidays. ? 


> How many devices do you have Firefox installed on?
Maybe give a prize to the person with the most installs ?

 
> New Years resolutions: yes or no?
Maybe humanize this somehow by sharing what our new year's resolution is? Not sure if we can do that since it's speaking for the org.  but it would be nice to say something like that.. and then see what others say. 
 

> Superman is faster than a speeding bullet. What's Firefox faster than?
Chome, I hope :) 


Like these.... these types of CTAs to "like" work really well.
 
> Click "Like" if you're ready for the weekend.
> 
> Click "Like" if you're happy and you know it.
> 
> Click "Like" if you feel like dancing.
Thanks Matej and Tara! These are all great. In fact, I don't think we need any additional graphics to be published in December, so Lee can have more time to work on his other projects.

For the New Years resolutions post, I can see us running that as a two part post on the same day during the last week of December. The first post would be a Poll with the exact copy Matej proposed. The second would be a follow-up post (along the lines of Tara's idea) that shares Mozilla's New Years resolution and ask fans to share their resolution for the new year. Something likes this:

Our New Years resolution is to put individuals like you in control and shape the future of the Web for the public good. What's your resolution for 2012?

Feel free to share feedback on the message and copy.

Matej, I also brainstormed a few post ideas with Carmen yesterday. Could you take a quick look at these for voice consistency and any other edits by end of Thursday 12/15 please? Thanks!

Option 1:
How do you celebrate the holidays with your family online? (Use FB poll app)
1. Share photos
2. Chat with those far away
3. Blog about my crazy family antics
4. I don't - I unplug for dedicated family time.

Option 2:
We get lots of compliments on Facebook about our logo. (Just look at how cute it is. Don’t you just want to scratch behind its widdle ears? Ahem.) What do you like about the Firefox logo?

Option 3:
Poll: How often do you want to hear from us on Facebook? A few times a week, Once a day, 2-3 times a day

Option 4:
Poll: Which animal brings you the most happiness online? Cats, dogs, Firefoxes? (Poll choices: Cats, Dogs, Firefoxes)
(In reply to William Reynolds [:williamr] from comment #52)
> For the New Years resolutions post, I can see us running that as a two part
> post on the same day during the last week of December. The first post would
> be a Poll with the exact copy Matej proposed. The second would be a
> follow-up post (along the lines of Tara's idea) that shares Mozilla's New
> Years resolution and ask fans to share their resolution for the new year.
> Something likes this:
> 
> Our New Years resolution is to put individuals like you in control and shape
> the future of the Web for the public good. What's your resolution for 2012?

Could we use some of the new brand messaging here? Two options:

Our New Years resolution is to continue putting users first and building a brighter future for the Web. What's your 2011 resolution?

Our New Years resolution is to continue innovating on your behalf and keeping the power of the Web in people's hands. What's your 2011 resolution?


Small tweaks to the other posts:

Option 1:
How do you celebrate the holidays with your family online? (Use FB poll app)
1. Share photos
2. Chat with those far away
3. Blog about my crazy family antics
4. I don't — I unplug for dedicated family time

Option 2:
We get lots of Facebook compliments our logo. (Just look at how cute it is. Don’t you just want to scratch behind its widdle ears? Ahem.) What do you like most about the Firefox logo?

Option 3:
Poll: How often do you want to hear from us on Facebook? A few times a week? Once a day? 2-3 times a day?

Option 4:
Poll: Which animal brings you the most happiness online? Cats? Dogs? Firefoxes? (Poll choices: Cats, Dogs, Firefoxes)
Status: NEW → ASSIGNED
I like these better b/c this isn't really a "resolution" for us, it's what we do and have been doing all along, so it's a continued commitment, not something new. I was going to flag but Matej already addressed it.  That said, not sure if continuing a commitment is really a resolution :)

> Our New Years resolution is to continue putting users first and building a
> brighter future for the Web. What's your 2011 resolution?
> 
> Our New Years resolution is to continue innovating on your behalf and
> keeping the power of the Web in people's hands. What's your 2011 resolution?
William, where do we stand in general with this bug?  The thread is getting quite long and I wanted to see if we've knocked out your requests (copy/design) and can close, or if you can post a summary of outstanding requests still attached to this bug for Q4 / Q1. Thanks!
Okay to close this bug - thanks for all the amazing work here! The posts and especially the ones with graphics went over quite well in December.
Status: ASSIGNED → RESOLVED
Closed: 13 years ago
Resolution: --- → FIXED
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