Engage Your Alumni ONLINE How to Use Online Networking Events to Rally Your Alumni Community Brazen Careerist Engage Your Alumni Online Copyright © 2014 Brazen Careerist Table of Contents PART I → The Today and Tomorrow of Alumni Networking The Skinny on Online Networking Events Why Online Events Work Better Than Webinars and Social Media PART II → How to Run a Successful Online Networking Event Prepare and Empower Your Alumni Working with Recruiters PART III → Case Studies The George Washington University Temple University Lehigh University Columbia University PART IV → How Else Can We Help? Brazen Careerist 3 PART I → The Today and Tomorrow of Alumni Networking Does this sound familiar? You put together the best in-person networking event for your alumni—you even invited Kanye West, who planned to give a speech about the value of mentoring—but you still have abysmal attendance rates. Plus, you’re out a whole bunch of pennies. And your feet hurt. As you’ve experienced first-hand, in-person networking events for alumni are expensive, time-consuming, and keep everyone geographically tethered to one location—they’re really only valuable for those who live nearby. And while we’re touching on the negative, let’s add in a bunch of other issues: ӹӹ ӹӹ ӹӹ ӹӹ Alumni know events are not well-attended, so they don’t attend Alumni have a tough time seeing the value in an alumni association or group Unemployed or struggling alumni may have negative associations with the organization—“Hello, I’ve spent thousands of dollars for my college degree, and it’s gotten me nowhere!” or something to that effect Alumni are getting older, so in-person events compete with work and family life On your end, you may be one of several staff in a large alumni association office or, more likely, you’re the only person doing all of the alumni relating. Everything. No wonder your feet hurt. Regardless of the number of personnel and how much money your university is willing to spend, you want more for your alumni. More activity, more engagement, more success— just more. But you can’t really do everything, and no one wants to waste resources. So what do you do? This is where online networking events come in, as an easy way to foster engagement in your alumni community. When your alumni are happy, they participate, they talk up your university, they give back—everything you, your boss, and the entire alumni community wants to see. Brazen Careerist 4 And since this is such an important point for so many alumni professionals, let’s dig a little deeper into giving back. We all know alumni giving is absolutely essential for colleges and universities for lots of reasons, and that you’re often the person who’s tasked with moving this needle. But most alumni aren’t quick to open their checkbooks! They need a bit of a nudge. The truth is, asking them to give isn’t enough -- they have to want to donate. Can you think of anything that will make them want to donate more than meaningful connections that lead to better jobs and other professional opportunities? The bottom line is this: Helping alumni improve and grow their networks through high-quality events will help your university’s bottom line. It’s a win-win. So why, exactly, are online networking events so effective? The Skinny on Online Networking Events To get us all on the same page, let’s define an online networking event. It’s an event held online; since it’s not 2001, we won’t call it virtual—but we wouldn’t be offended if you choose to do so. People often assume the term networking is only used in relation to careers. We prefer a broader definition, one that encompasses the idea of networking as a synonym for creating connections in support of a variety of interests. More words, true, but they’re meaningful. Some examples of online networking events held by both large and small institutions include: ӹӹ ӹӹ ӹӹ ӹӹ ӹӹ ӹӹ ӹӹ ӹӹ ӹӹ Student to Alumni Networking and Resume Tips Career and Alumni Connections in London Careers in India Networking with Startups and Entrepreneurs Mentoring Careers in Science, Technology, Engineering, and Mathematics Alumni to Alumni Networking in the New Year Alumni to Alumni Resume Review Affinity Alumni Networking Brazen Careerist 5 The list is long because the options are endless if your alumni are interested. (Hint: If they’re not already, this ebook will help you make it so.) Online events are the future of networking, especially for alumni. Here’s why: 1. Online networking events let us blend online with “real” life Mobile devices, texting and social media have blurred the lines between physical and online. Being present is still important, but our online interactions make it far more convenient to show up and interact. Most in-person events seem to attract two types of people: those who miss half the event because they’re called away to respond to phone calls or messages, and those who have their heads buried in their devices most of the time. The latter group is already exchanging ideas and feedback online through hashtags, email threads and Facebook comments—so why not take that online chatter and bring it to the forefront? 2. Online connections are easier to make—and to maintain Adding someone on Twitter or LinkedIn is pretty easy. But converting conversations into valuable contact during a physical networking event is difficult. When we start to rub elbows, our memories often fail us. Paper business cards flow freely but are easily lost or forgotten. When events take place online, all the information you could possibly want is available in the cloud. Plus, connecting on LinkedIn or other relevant networks feels more natural and can be more meaningful after an initial online interaction. 3. Online events offer a better return on investment We’re so used to face-to-face interaction that it seems hard to replace. But online events can make it easier for participants to exchange information without ever leaving their homes or offices. In that way, online networking events are not only less expensive for companies, organizations and individuals; they also offer a better return on investment. Potential participants are no longer discouraged by travel costs or tight schedules. If you have an Internet connection, you can attend from your home, office or even the road. For both hosts and attendees, taking events online can return major savings. Brazen Careerist 6 4. We value online interactions more than ever This is the biggie. As more of our interactions take place online, we’re gaining more trust in our networks. We’re building personal brands instead of hiding behind screen names. In fact, you often need that online brand to move forward with your career. As a result, the value of online events is increasing. One survey reported that people were even willing to pay more to attend an online event than they would for a physical one. And when people actually want to attend networking events, that’s where you should show up, too. Why Online Events Work Better Than Webinars and Social Media You might be thinking: Can’t we just use webinars and social media? Quite a lot of universities use webinars as a method of networking, but if the point is to develop meaningful connections, the truth is, it’s not always the best tool. After all, though webinars are scalable, your audience can’t connect with each other—a key drawback. Alternatively, there’s social media. When you hear “social media,” you might consider Facebook, Twitter, etc. Some people first think of MySpace, and then quickly chastise themselves. But when we say “online networking,” most everyone (okay, pretty much everyone) immediately thinks, “LinkedIn, right?” Here’s the problem. Thousands of alumni pages grace the online halls of Facebook, and most savvy school alumni groups have a Twitter account, though neither tool is built for true engagement or the development of meaningful connections. You also don’t have the opportunity to segment your audience by their interests—the key to making alumni feel valued. Even if your fan page is built to cater to a specific interest group, those individuals may be missing your posts! In 2012, most Facebook posts reached just 17 percent of their intended audience. The site is constantly changing its algorithms and requirements—making it more difficult for groups to disseminate important messages. Brazen Careerist 7 Since we’re piling it on, Facebook doesn’t offer a good way to host events, though the social site is certainly one of the avenues available to promote your alumni group’s activities. It helps that most of your alumni are probably already using Facebook, though it’s possible that most participants may consider Facebook a purely social tool and be less likely to interact in a professional-networking capacity. Unless you can somehow create a springbreak networking event, but we wouldn’t recommend it. LinkedIn, meanwhile, is an excellent, more professional tool to connect alumni—probably why the resource is most associated with online networking. If you find yourself without a LinkedIn alumni group, creating one is a perfect way to test your alumni’s degree of interest in any kind of online networking. And quite a few groups are making LinkedIn work for them, including The George Washington University, which offers special LinkedIn networking hours for its alumni group, plus Syracuse University and Villanova, among others. But in the end, LinkedIn discussion/forum tools are limited in what they offer. The engagement is static and doesn’t provide you, the connector, with details on how your alumni are using it. Wouldn’t you like to know if people were more active in the discussion “careers for ice sculptors” than “mentors in health care” without having to manually track that data? Plus, leaving messages on a group alumni page creates that ne’er do well fella, asynchronous communication. How often have you left a comment on a LinkedIn discussion board and never looked back? Alumni, like all of us, appreciate the ability to make meaningful connections, which often aren’t created or cemented on what amounts to basic message boards. Isn’t there a better option? Actually, there are a few options. But so far none quite like our online networking platform. Here’s the quick and dirty: Our cloud-based platform allows your institution to host a variety of networking events with one-on-one private chats between participants. The tool offers a customizable time limit for text-based conversations—think speed networking. This works well both for peer-to-peer networking, and for mixed networking, whereby two different groups meet -- you could, for example, match young alumni with older alumni, or job seekers with recruiters. You can also engage alumni in different booths based on different topics, industries, geography, class year, etc. Meanwhile, we’re like the Great and Powerful Oz, working behind the scenes to ensure a successful event. But more on this later. Brazen Careerist 8 PART II → How to Run a Successful Online Networking Event So we offer this awesome platform that allows you to provide a highly valued resource to your alumni. But since online networking events are relatively new, not everyone knows the best way to set one up or engage participants. Like good mayonnaise, the success of an online networking event is in the preparation. Let’s envision the following: Someone in your new(!) LinkedIn group begins a discussion on unemployment. More alumni add to the discussion, commenting that a number of people they knew from college haven’t been able to find work or have lost their jobs. Ding! That’s your light bulb going off. An online career fair. You will create the greatest, most profound, and most effective online career fair for your alumni. Everyone will find jobs or, at the very least, make meaningful connections who could lead to jobs down the line. Huzzah! What’s next? Let’s be real. You probably have 20 fantastic career fairs or networking events under your belt. Each was planned to the nth degree for your alumni. This is why you were hired. But maybe you haven’t hosted an online event … yet. In that case, consider the following tips to enhance your awesomeness. Prepare and Empower Your Alumni Quality online events help participants walk away feeling like they’ve met their goals, whether that’s to get your foot in the door at their dream company or connect with a fellow alum from your university. Here’s the advice we give alumni for online networking events: Brazen Careerist 9 1. Dive right in when the event begins Don’t wait for the other person to begin the online conversation — introduce yourself right away! Each minute is an opportunity to strengthen the bond between you and the person on the other end, so be bold and start the conversation right away. 2. Prepare your intro ahead of time Write a brief introduction for yourself before the event begins, one you can copy and paste at the beginning of your online conversation. Three sentences or so about you, your experience and your goals should do the trick. That will keep you from spending the first few minutes thinking about how to best introduce yourself, and help you put your best foot forward right from the beginning. 3. Plan a few key questions Come up with several questions you can use to start the conversation. Keep in mind that open-ended questions tend to elicit the most insightful responses. For example, if you find yourself stuck for something to talk about, asking “why” often sparks interesting answers and conversations. 4. Bring your positive attitude No one wants to hire or even be friends with someone who will bring negative energy into their life. Even though the person on the other end of the line can’t see you smile, they will be able to sense your attitude, and you want to come across as positive and optimistic. Don’t complain about your job or your boss; instead, frame those negatives as what you hope will be positives in your next position. 5. Do your research Especially if you’re attending an online career fair, make sure you know which employers will be there and what skills they might look for. Prioritize who you’ll want to chat with and research those organizations. While virtual career fairs tend to be more relaxed than inperson fairs, you’ll still want to make a great first impression and show you’ve done your research. 6. Avoid casual abbreviations For text-based platforms, you’ll type to communicate — but that doesn’t mean you should lean on abbreviations like LOL and ROFL. Put your most professional foot forward, just like you’d do in person, and you’ll be far more likely to hear from those hiring managers down the line. Brazen Careerist 10 7. Have your resume ready If you connect with employers at a career fair, they’ll likely ask for a copy of your resume. Update your resume before the event just like you’d do for a job interview, and have it on hand, ready to upload or email. Employers are always looking to hire people who come prepared, and this is one easy way to show that you care about working for them. 8. Follow up after the event After the online event, be sure to connect with the people you met. One of the best places to keep that relationship alive is LinkedIn, where the other person will be able to learn more details about your background and easily get in touch down the road if an opportunity arises. Working with Recruiters Depending on what kind of event you’re organizing, you might want to invite recruiters, too. Here are a few things to share with recruiters so they understand the value in participating: 1. It’s easy and convenient Forget booking travel, schlepping boxes of swag and getting mediocre sleep on hotel mattresses. Online career fairs allows recruiters to connect with candidates without ever leaving their office — or even their house. 2. It’s the best way to meet qualified candidates The candidates recruiters find at online career fairs are tech-savvy and willing to try new methods of communication. Now, aren’t those exactly the kind of people they’re hoping to hire? We thought so. 3. They’ll meet more candidates without spending all day on their feet They’ll avoid getting stuck chatting with a candidate who just doesn’t fit their mission. If using a timed structure with your career fair or event, the recruiter (and his/her potential hires) will be forced to get down to business. 4. It’s easy to access candidates Online networking puts qualified candidates at their fingertips. They may even find that they have access to a wider range of candidates — including those who may not be able to sneak out of their current jobs to meet or attend an in-person info session. Brazen Careerist 11 5. Online networking events can promote the recruiter’s brand Alumni groups often have a sponsored career fair. If so, the recruiter’s company’s visual branding will be front and center. Candidates will get a taste of what their brand is all about just by attending the event. 6. Candidates will be at ease Job fairs and recruiting events can be nerve-wracking at best (and social anxiety nightmares at worst). Online networking takes the pressure off attendees, who can then focus on what matters most: their qualifications and experiences. 7. It shows off recruiters’ innovative side Using the latest technology to reach potential employees through the Web is a good thing. It shows that a recruiter knows the power of the old-fashioned meet-and-greet, but that they’re willing to embrace new methods as well. Candidates will appreciate their willingness to experiment and admire their accessibility. Brazen Careerist 12 PART III → Case Studies Those tips in the last section aren’t hypothetical; they’re from real alumni professionals who have run their own successful events. Alumni staff at some of the country’s most elite institutions are doing all of these things, which ultimately translates to a more empowered group of alumni. Alumni who, as it turns out, attend these online events and begin to grasp just how much you want them to succeed. Knowing your alma mater is behind you is powerful stuff and creates a kind of loyalty that’s tough to maintain once students graduate. Imagine this loyalty effect on alumni giving, where a positive association is paramount. But let’s not get ahead of ourselves. Rather, let’s meet some of the groups turning alumni engagement on its head through online networking events — so you can use their tactics to benefit your own alumni. The George Washington University Washington, DC Alumni Leader: Michael Steelman, Director of Alumni Career Services Alumni Count: 260,000 Alumni Staff: 30 Number of online events to date: 30+ Tools used: LinkedIn, the Brazen Online Event Platform Why did you make the move to online networking events? I wanted to find a way to bring together our very successful LinkedIn community of GW alumni and students and thought it would be interesting to offer a virtual speed-networking opportunity for this community. I brainstormed with Brazen about this idea in the summer of 2012, and I am proud to say that the resulting platform allowed more than 10,000 one-onone networking conversations to take place in the following two years. Brazen Careerist 13 The Brazen platform is very sustainable and has the ability to collect important data, all at a relatively minimum cost; you don’t have to worry about the food and drink costs, which are associated with many in-person networking events. The success over the years around the GW LinkedIn group clearly shows the importance of networking for our alumni. The Brazen platform allows me to program an event specifically to this group of 30,000+ members around the world. What features were important to you in choosing the platforms and tools you work with? There were some companies that had video chats, but I imagined that alumni don’t want to have to worry about someone looking at them. I could not find a company that offered exactly what Brazen had developed. We chose the Brazen platform because it offered textbased chats, it’s easy to manage, and they were also willing to improve and build the platform with us. How do you engage those folks who are unengageable? This really depends on the culture of the university, but I think the key is providing events that are relevant and valuable to your community. GW has a culture of networkers perhaps more than some institutions. Once I explain to our community that these events allow you to make 8-10 connections in an hour, they usually realize the value of these events. We’ve recently experimented with events specifically designed for bringing together certain affinity groups, which has been successful, and we hope to expand this idea in the future. How would you rate the success of this initiative? The registration numbers are terrific for these events and often outnumber those for many of our in-person networking events. I participate in each virtual networking hour and have chatted with alumni who have not been engaged with the university due to their geographic location. For example, I had a conversation during an online event with someone living in San Francisco, and I suggested she come to an in-person event held in her area—she came and brought friends. This should not be seen as an online-only tool. Those participating online become more engaged and subsequently become aware of the various events we organize and then participate in in-person events when possible. I have even received donations to the university because of their participation in these events. People found jobs because they met someone who opened a door for them. This is a place you can come to meet people and feel a part of the GW community no matter where you live. Brazen Careerist 14 Do you have any advice for alumni professionals considering such a solution? I’m fortunate that I can focus my time in this area, but many institutions don’t have a staffer for just alumni career services. My advice would be to partner internally with constituents. For example, I collaborate with various departments of the university—dean of students, career services, faculty, etc.—so it’s not just my group that benefits. I would recommend going to leadership with a plan that shows how these programs engage your constituents in a cost-effective and innovative manner. Ultimately, these programs help strengthen your community with very little cost. Temple University Philadelphia, PA Alumni Leader: Tina Vance Knight, Associate Director, Alumni Career Programming Alumni Count: 292,000 Alumni Staff: 30 Number of online events to date: 4 Tools used: LinkedIn, the Brazen Online Event Platform Why did you make the move to online networking events? In terms of online networking, no tool really crossed my mind except for things like LinkedIn. But I began looking at schools that I admire—Penn State, George Washington, and what they were doing. They were already using the Brazen platform for online events. Reputation was important to me. We also wanted a tool that allowed us a wide reach. We recently held an event that brought participants from California, Beijing, Alakasa—I don’t know of any other networking event where we’re going to get that reach. We wanted something that would appeal to a variety of personality types. An online event is spot-on in terms of overcoming anxiety about meeting new people and is extremely appealing. Brazen Careerist 15 What features were important to you in choosing the platforms and tools you work with? With Brazen, it’s extremely easy for everyone to access. We even had one event where a faculty member participated in an event while flying. When and where would you ever find an opportunity to that? It had to be an attractive platform—something sexy that appealed to students who are already on top of the latest technology. Customer service was critical. And return on investment was important—for this, investment is minimal in comparison to the costs of an in-person event. I think the innovation itself will draw alumni, especially when trying to draw a younger, millennial generation. Why not meet them where they are? With LinkedIn, you don’t know which group members want to engage. What kinds of events seem to be the most popular? We’ve branded our events as Owl Talks with a straight networking theme, but I hope to add some events around resume review and career development. Turnout has been good. One event had 287 registrants. That number alone says that what we’re doing is working. The emails that we send out to promote these events have some of the highest open rates. What feedback have you received from alumni or other leadership? It’s all been overwhelmingly positive. After a recent event I received several emails saying “The event was fantastic, it’s great to be able to connect with people in this way, thank you for pulling it together, I would love to see it used regularly.” With the Brazen platform, we’re still tweaking the timing of the chat conversations. Since we’re branding this as speed networking, you have to balance the ability to make connections with the ability to make meaningful impressions. We tell our attendees that the goal is to share contact info and connect offline. Do you have any advice for other alumni professionals who may be considering an online networking solution? First big piece is to do a cost comparison of in-person and online events—they don’t even compare. The cost for in-person events is in the thousands for space rental, food, marketing. For an online solution like Brazen, the cost is so low and the return on investment is very high. If the leadership questions its value, ask them to participate in a session. See if their alma mater is doing something like this. To be able to tell an alumnus that you can be at home, not feel intimidated and still network and meet your goals is fantastic. Tell them that. Brazen Careerist 16 Lehigh University West Bethlehem, PA Alumni Leader: Tom Dowd, Associate Director, Alumni Career Solutions Alumni Count: 78,000 Alumni Staff: 12-15 Number of online events to date: 2 Tools used: LinkedIn, the Brazen Online Event Platform Why did you make the move to online networking events? I run the career program, so my job is to figure out how to develop career support for alumni. I run webinars regularly, but I wanted a better way to connect more alumni. LinkedIn is great because it’s simple. I saw an online career fair via the Brazen platform. I didn’t bite at first. Our main goal was to connect alumni in person. But I realized that not everyone wants or can go to in-person events—they have kids at home or they’re living in Idaho where we don’t do a lot of events. Online networking allowed us to engage alumni and have participants walk away with connections to 2,3,10 individuals, and that’s kind of the way we turned to online networking. What factors were important in choosing an online networking solution? Number one from our perspective was ease of use. If it wasn’t easy to use, our alumni wouldn’t spend the time on it. This is something new for a lot of people, so the fact that it was simple to navigate with minimal technical requirements was important. Number two was flexibility. We want to do this, or this, or how about this instead. We wanted to be able to build events that had these specific areas, we wanted to change the landing page for registration, etc. Number three: cutting-edge technology. With the Brazen platform, you can save chat transcripts, rate conversations, turn on and off your chat. The return on investment is great for us. In terms of the money we’re putting in, we’re getting a lot back. It’s so easy for us to run it’s unbelievable. Brazen Careerist 17 What kinds of events have you held? For our first event, we had 259 register and 156 attend live. The first was networking based on industry area, and the second event was based on geographic location, which had 124 register and 80 attend live. Both events connected alumni to alumni, but we have many ideas to connect alumni with students and students with students as well as parents, because they want to engage as well. What feedback have you received so far? From alumni, people love being able to jump into the event so easily. They wanted more targeted networking, where the conversation is really meaningful for them. I’ve heard it’s a great lunch hour activity—someone can’t stay the whole hour but still met 3 people. I had someone tell me that met someone via the event who works for a company they’ve been trying to get into for 5 years, and they’re having coffee. From Lehigh leadership, they love it. It’s new and engaged alumni that haven’t been active with anything Lehigh related for 10-30 years. Do you have any advice for other alumni professionals evaluating online networking platforms? For alumni career services, it’s just me. So this kind of initiative is really effective with not a lot of resources. We started doing webinars with 1-2 staff members. But using the Brazen platform, I can set up an online networking event in a minimal amount of time. It you want to sell this to your leadership, give them numbers—we can engage this many people in these different locations in a short period of time. For a one-off event, there’s really minimal risk. But there’s also the potential that people really like this and want more. Brazen Careerist 18 Columbia University New York, NY Alumni Leader: Lindsay Macala, Coordinator, Columbia Alumni Association Career Services Alumni Count: 300,000 Alumni Services and Outreach Staff: 5 Number of online events to date: 15+ Tools used: LinkedIn, the Brazen Online Event Platform Why did you invest in an online networking solution for your alumni? The Columbia Alumni Association adopted this model before I joined the organization, so I came in not knowing about online networking. I had to become acclimated to the concept of making connections in a virtual space, which was interesting since I was used to the traditional business networking model. At the end of the day, it was most important to find a channel to connect alumni across time and space. I’ve found that it’s a great forum to build and sustain connections worldwide and allows our alumni to engage online and through social media channels. Which events seem to be the most popular? We initially started hosting online networking through LinkedIn—we have more than 39,000 members in our group. This marketing technique worked well, and we had a high level of response from our audience. I try to develop events with different themes or hooks, and we always feature up to five different industries each time. My ultimate goal is to find unique ways to market and advertise each one. Events proven to be the most popular are the ones that have had a more playful approach. We did one event called “Networking in the New Year,” which was very well attended. During that time of year, making changes to all aspects of life are top of mind, and career is certainly a top priority. Brazen Careerist 19 Do you have any advice for alumni professionals like yourself who may be considering these kinds of tools? I would say that traditionally, in-person events are more usual than virtual programs. While both are valuable, it’s becoming an increasingly globalized world, and people need extra opportunities to connect to one another virtually. I would encourage everyone to evaluate their audience and to try to work with their needs. Look at an online tool from the alumni perspective. If you have a global community that’s very large, it makes sense to provide a resource that reaches a worldwide audience that otherwise may not have access to other programs in your area. Brazen Careerist 20 PART IV → How Else Can We Help? The only way you’ll know what works is to experience these tools for yourself. That’s why, if you haven’t already, you should request a demo of the Brazen platform by visiting our website: http://brazencareerist.com. Here are the basics of how it works: 1. Our people consult with you and your team to create a series of online events tailored to your specific needs and career development objectives. 2. We give you the event marketing tools and data you need to make each of your events a success. 3. We work behind the scenes by sending reminders to ensure maximum attendance. 4. Students and/or alumni enter a live event lobby, where they can select zones in which they’d like to network. 5. We provide three unique ways for students, alumni, staff, and employers to connect and engagement during the live event. 6. Our algorithm-driven chat technology ensures efficient and relevant conversations for all types of events. 7. After each timed chat, all attendees rate the conversation and take notes for future follow-up. 8. Attendees use their dashboard to track and follow up with their connections and quickly identify their topic connections. 9. Post-event surveys are sent out to all attendees to provide you with valuable data. 10.You receive a comprehensive attendee report, which includes registrant and attendee information, chat times, ratings, and more. Brazen Careerist 21 We hold your hand as tight as you want, and you hold ours. It’s a partnership that allows us to tweak things as we learn more about what works for you. And, seeing as how you are in the education field, we thought that might be important. Online networking is undoubtedly here to stay. So whether you choose to use Brazen’s platform (we hope you do!) or another tool, get on board. Your alumni will thank you for it. We hope you enjoyed this guide, and we look forward to helping you engage your alumni community! Be Brazen, The Brazen Careerist team Brazen Careerist 22
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