PR Smith on Creating the Perfect Digital Marketing Plan

By | September 2, 2019


You hear me okay? Yep great, okay [fifteen] minutes. I’d like [to] think I might change some of your lives in 15 minutes and I’d like to give you in 15 minutes the the way how to write the perfect plan perfect digital marketing plan Perfect integrated marketing plan or even a life plan or a business plan in 15 minutes if I’ll do it in four minutes But I’ll elaborated thereafter within 15 minutes, so this is it back to basics. It’s all about common sense There’s a sauce tack and it was voted in the top three business models by the [Charl] institute of marketing in its centenary poll Top three business models worldwide. [it’s] since been adopted by companies like Linkedin in across Europe and the middle East and KPMg, and some nice consultancies are kind of getting into bed [with] it as well [so] it seems to be very popular my hand was twisted by some Microsoft people actually and Ibm people ultimately who got me to write a book about it, and then develop it into this very simple system Which is now an online program so s stands for situational analysis where you now O stands for objectives, where you going s? stands for strategy how you’re going to get there the shortest part the smallest part the most important part of the plan and Tactics are the detail of strategy. That’s the marketing mix and the marketing communications mix? [and] action is the bit that’s forgotten about that’s the bit about how do you ensure your brilliant plan is executed with excellence and passion And control and so that needs to be in the plan how do you do that [Isabelle] internal marketing communications motivation training all that sort? Of thing [and] control is the last section of a plan which is what are you going to measure? How often how much will cost who’s going to do it and most importantly what do you do with this information that you collect how? Will it change decisions? And so that’s the kind of structure of sort of [sauce] attack itself And I was telling a pal of mine about it in Dublin this morning And he’s a dean of a major institution there, and he was telling me yeah He’s a bit overweight, and he’s [others] kind of a strange diet. He’s a piece of fruit and a brown Role for his lunch every day. That’s his lunch I mean you think your lives are tough Imagine the math you know a piece of bread and a piece of fruit and he’s telling me that the little shop shop beside The institute and he went in there, and he described the girl at the checkout as chewing her gum aggressively And he puts his thing down. She says. Oh, you must be a bachelor, and he goes how astute of you my dear That’s a great And perhaps you’re studying next door. Let me guess is it market research. She goes no because [Ohm] perhaps. It’s an Consumer consumer research and inside she’s [just] no she’s okay. Maybe it’s my [own] area Maybe it’s the psychology of marketing and she goes. No you’re just ugly and And so only in dublin you might say [but] the point I’m making is your ability to ask great questions, and analyze profiles You know they talk about data here earlier on it used to be you know you are what you buy? And that’s what she was kind of Guessing and now it’s you are where you are and where you were both online and offline learning Location-based data on top of all the [other] data sources we have it’s an incredibly rich area to get into when we look at and the situation analysis though in a plan and let’s just open it up for a second and Customers are a big part of the situation analysis obviously customer analysis Competitor analysis distributor analysis your strengths and weaknesses you know the trends and [opportunities] in the marketplace ETC [etcetera] and hyper competition of course is creeping into every marketplace But if we took just one of these and said if [you’re] just three questions that you could ask about your customers What three questions would you ask and? the answer is I categorize them into these three questions because every single question you could think of about customers can actually be categorized into Those three questions. Who are your customers? Who’s your ideal customers? Who’s your lousy customers? Why do they buy or not buy or why do they come to your website or not come to your website? Why do they leave why did not repeat purchase? How how do they buy what’s the digital journey and their offline Journey the online they offline the robo? They? research Online Buy offline, ETc ETC and So and also how do people process your website? How do they process your emails? how do they process your videos that you send them and So that’s an important part of answering that how piece So if you drill down into all the questions that you can ask around these sorts [of] questions I mean This is just a sample of some of the questions that fit into the who who’s your ideal customer, Etc – what are they saying [about] you who’s attending a particular event? We can get free analysis on all of this stuff for free We can get answers to this stuff about your customers and in fact the answers to every single one of these questions And there’s a lot more questions or in this book which we’re going to give a copy to you and on your way out Those that would like a copy of [a] book there’s a complimentary copy on the way out and every single one of those questions is answered in the book and we point towards a Resource that will answer these questions for you equally with why why do you buy or not buy ETc? What are the trends? What do people really want or the motivations [you] [know] why did it not convert? what’s been said about you these are why these are motivation these deep questions can be opened up and Answered and most of the answers can be delivered for [free] using the various analytical tools that are out [there] online And we list them for you in the book and thirdly in customer analysis how how do customers buy? What’s their journey? How long [are] many channels they use multi-channel full analysis? God bless google analytics for all that great stuff because it’s largely free and it’s incredibly if you use these tools the Insights you get you can answer the questions about your customers and your competitors, and it’s so important They’re so important that the situation analysis should be half of your plan The rest of your efforts go into the rest But the situation analysis if you spend half your time developing really deep situation analysis It will give you the right decisions as you go through your plan the answers will come to you the decisions will be made for you in fact Albert Einstein once said if I’d [one-hour] to save the world I’d spend 55 minutes defining the problem and Only five minutes finding the solution and the same principle applies to a saw stock plan situation analysis go in deep go in deep and it will give you the answers the solutions will [come] and Just on that you know situation analysis will help you make the perfect decision Here’s a little bonus for you in 30 seconds I used to teach an MSC in decision making here in London many years ago So I’m going to give you an MSC in decision making in 30 seconds That shoot me for saying this but here it is how to make the perfect decision. This is how Number one identify the problem the opportunity or the situation that you need [to] make a decision about number two Define the information you need to make a great decision Number three get the info for digest the info five make the decision One of those five steps is rarely done, and that’s the gem if you get into the habit of it And that one is number two. What information Do you need to make a great decision about your ad? Campaign about your seo about your marketing plan about your brand names whatever It is ask that question first and you’ll find you’ll make better decisions in fact those questions will emanate from the situation analysis so good In-depth situation analysis will help you build a great platform for a great plan [now] moving on from situation analysis Which is where are you now? We move [to] objectives. Where do you want to go? so we typically including objectives the stuff like the mission the vision and the kpis so mission being you know making the world a better place and Google making sense out of data making useful information. That’s kind of nice [mission] [stuff] vision is more about Your headline [that] [you] like to see on the fT [and] five years down the road itself issues But be number one [or] the biggest or the best its how great you are Whereas the mission is about changing the world making the world a better place and kPi’s of course the key performance indicators You know I’ve put them into the KPI pyramid So you’ve got the top return on investment sales market Share and down the bottom Visitors cost per cost per visit cost per inquiry cost per like and all that kind of stuff So we move them through the c-Suite reports and objectives down to the managerial objectives and down to the operational objectives now You can shuffle these bottom ones around a little bit, but what’s interesting if [we] flick this around? And turn it upside down [it] then becomes a funnel, and you’re all familiar with the funnel. So here we’ve got the top We’ve got visitors and down the bottom [we’ve] got sales and if you’ve [seen] your funnels. We saw one here Just a few minutes ago So you know the visitors all the way down to the customers and sales results? and of course repeat purchases at once we have numbers and percentages to each level of movement [in] the funnel and We can then work the mats out with objectives we can work either work the objectives in conversion terms percentage terms, or Absolute numbers [where] you’re in control of your business when you break it down like that from objectives So objectives are all about where do you want to go? I have a co-author of a guy called Dave chaffee has anybody ever heard of Dave chaffee right okay? And anybody else ever heard of smart insights, okay? So the same guy so Dave’s co-author with me on another book called digital marketing excellence And I was going to stop this [5s] at the same taking out of objectives He said why and I said because it just did it [in] the 90s. It just tired of it now He said no no no no he said people like it because there’s an alternative approach to the 5s is four objectives stand for sale serve saved speak and sizzle and Sizzle is about digital sizzle I’ve seen ceos come in and set an objective to a whole team and say blow our customers away using for digital sizzle I don’t know how to do it. You’re the brainy ones figure it out. Go figure Come back and talk to me and we put resource behind us I love those kind of big objectives and CEO’s saying give us some digital sizzle I’ve seen it now both in B2C and B2B the cases an example of happy to talk to these [told] you about these things afterwards where [digital] sizzle actually gives a better experience to people and then then the offline experience that goes to right through to the Sistine Chapel if you visited the sistine Chapel well guess what the sistine chapel digital experience is better than the real thing Everybody have showed the two sets the right. This is much better You can climb [up] the walls you can see the fake donkey ears He painted on the bishops heads and so on so all that kind of stuff You can’t see when you go there yourself [so] it says only is about whether it’s B2B and you know Giving a great Cx a wonderful Cx that helps them you know the B2b people live with our life do a better job [digital] sizzle can be applied and should be driven in as part of the objectives So there’s your objectives where you want to go thirdly and we move into the strategy now. This is the most challenging piece of the plan and I would say it’s the weakest piece of most most plans and When I say to be watch your digital marketing strategy they generally tend to get into the tactics and then try to retrospectively put that back into a strategy that’s not a strategy so we want to try and think and take control of strategy to drive the tactics so for example and I’m not going to talk about you know ge Matrices for product Portfolio strategy or ansoff Matrices or our porter’s analysis or McKinsey’s Matrices or in fact our military strategy warfare I’m going to give you nine components that I think should [be] [considered] in your digital marketing strategy and in marketing strategies for that matter and so it’s misspelling of top site is the acronym and t o ppp SI te top site is the acronym for you so t stands for Target Target markets a critical to having a strategy obviously Always for objectives, I’m not saying you necessarily have to have them in your strategy but certainly don’t write the strategy without watching closely what the object or the purpose is and On [two] [Ps] [were] positioning and repositioning in particular. That’s a big strategic piece this is not tactics You don’t wanna be swapping this every year This is something want to stick with P is for partnerships choosing carefully the partners you want to work with and pick it back into the nice [marketplaces] to add value to everybody processes are particularly if you’re indulging in new processes like marketing automation and so on And sequence is about is there a sequence in your strategy? You know are you targeting if it’s an innovation you might be talking the innovators and early adopters before you get to the early majority The late majority different types of people that buy in different ways and need to be addressed in different ways is there a sequence? [raised] [Developed] Credibility before raising visibility [that’s] one of the most basic sequences that you have to have in a strategy how many companies get that wrong and A sequence might be to win over endorsers and influencers in the early stages stage [one] and stage [two] would be to roll out another sequence would be and you know developing awareness and drawing the awareness and [understanding] at trust of your brand before you move to the closing stages of sales and versions so there may be you see a sequence involved there integration is the data piece and How do you integrate [all] the data tactical tools? I don’t you bring these into a strategy if you’re making a radical change of your Existing tactical tools. You know you’re advertising your pr your sponsorship your mail Do those 10 communications tools if you’re making major changes like dropping TV advertising and switching to social Crm are Moving from a traditional advertising into remarketing and retargeting and finally engagement is the tricky one Everybody wants engagement very few can get it so engagement. Is it more difficult thing to achieve these days the numbers are dropping rapidly? I’m sure you’ve experienced it yourselves and but engagement is strategic How do you want to move them on what we call the ladder of engagement? [I’ll] show you that in [just] a second, but let me just pick out a few of these I’ll tell you few words with just a few of these and this is teddy golf. This is an incredible guy He was a head of digital for for Obama’s both his campaigns he delivered big time and But he’s really clever guy and I got the opportunity to talk to him in Lansdowne Road the oldest International Rugby venue in the World and I asked him for questions And I recorded them and I put them into a blog post which you’re very welcome to read or watch I just hope please don’t tell Donald trump because I don’t want to know the secret to success Which was one of the secrets was targeting? Strategically they decided that they would not go after the undecided Don’t decided voters you know they’re not so sure ones where the [marginals] will sway [Peace], Virginia said no We’re going to Target the democrats and we’re going to put our resources into the democrats a really big strategic decision this to target just the democrats the existing followers and They believe from the 38 million followers that Obama had his fan base on Facebook that 38 million could reach 98% of the American voting population and there are one at a time where we don’t trust the pillars of society have gone we don’t Trust the police we don’t trust the government’s we don’t trust You know the church who don’t trust anybody the banks you know the pillars of society [have] collapsed families have gone You know so it’s a whole new world young people have to struggle in God love them however And this guy said will Target the democrats And we give them resources and let them Have the events and we give them the checklist and we give them the bunting and everything they need because [somebody’s] saying vote Democrat is much more powerful [if] your mate saying it [to] rather than me and [mad] saying it to you And he was bang on that was a strategic [decision] [or] for some brilliance. I thought to make it that very bold decision Moving on to positioning and repositioning anybody smoke cigarettes just cigarettes anybody smoke the E-cigarettes Okay, don’t know about what you think about this guy and the blue cigarette company they came into the uk [they’re] spending [twenty] million in our campaign here in the uk and then the first mistake was to position it as an e-cigarette which was an Alternative method to give up smoking now I think that’s a mistake because that’s quite threatening if you’re a smoker you may not be decided you want to give up just yet So they repositioned it that’s something much cleverer. Which is to reposition ecigs as a lifestyle choice for smokers now to me That’s quite a brilliant piece of work. I think they will enjoy success on that basis, but that’s strategic You don’t be changing that every year. You know it’s not flexible. You won’t get stuck in and get your positioning right and Kenichi ohmae once said to me a world guru and said to me paul. There’s no point Rowing harder if you are Rowing in the wrong Direction, and it’s so true This is strategy, so if you get the strategy wrong you’re going to be going on All you know people [working] crazy hours tactics with that strategy [it’s] just the noise before the defeat and now it’s written by possibly the best Marketing book ever written and was written 2,000 years ago by Sun [Tzu] the Chinese military Strategist the good news is if [you] bike the airport it is translated, so it makes like relatively easy, okay? and so I’m going to whiz through just a handful of these I won’t go through them all and There’s too many there let’s have a look at processes. If you’re changing processes. I would include this in your strategy statement to your ceo And to your board, and I would think about new processes like marketing automation You know it’s a radical [change] to more the world of marketing I work with the some interesting companies in this space, and it you know. It’s quite basic common [sense] digital body language triggering Responses through an array of mechanisms that make it more relevant personal. It’s just brilliant It’s long overdue and as are the intelligent [bots] here come the intelligent bots This is going to be an interesting time Well, you know the internet is not something have to step into anymore our key into or go into with the laptop It’s going to come to us you know augmented reality will takes away Beyond virtual reality We’ll have you know hovering holograms. That’ll be shopping [bots] Will have wedding [bots] will have in win for bots will have warring bots. Well, if [bots] will be they a much bigger role I believe so if you’re in greatly engage in intelligent parts [or] AI bots and Arjun engaging in marketing automation. I think it’s worth mentioning that in your strategy probably not next year because it’ll be all tasks But right now. [what’s] your first time doing it? I think your board needs to know that you’re engaging with this with the stuff with your brand’s Strategy by stroke by strategy and integration. I mean [updater], you know I love a fridge you’re talking about [there] early on if I take my last cat we kind of [guinness] out of my fridge it Sets an alarm off yeah last count again its last cutting it is up on the side of the thing tells me do I need to replace it immediately or will tomorrow do here’s the best deals available just talk to my fridge and the thing gets replaced and but the integration of [that] data not just the [internet] [of] [things], but the Integration of that data from the traditional profile tools we used to have and from social CRM and from all the other social [platforms] and from the data that’s available to us elsewhere that we can scrape from so many different sources and It’s that question can you integrate it? It’s a really strategic question and I think is the difference between success and failure for an awful lot of companies I do a lot of work with the major bank here in the uk and they are really struggling They cannot integrate the data the legacy databases are kind of choking them into submission from the new startups who have brilliant Integrated Data systems and the Data is a source of competitive advantage here without – oops and integration of Data and The internet of things is here these are all by the way references to my blog which are all the book you will [find] most of the stuff in the book are on the blog if you Want [to] see these things explained in a bit more detail and to finish with the components for strategy here is the ladder of engagement so when I call this phrase a few years back the idea was and to just demonstrate that you want to take your customers from Low-level engagement, which is give me a rating a review a comment alike anything, please some kind of engagement and maybe you might consider then moving up to and a discussion and maybe then you might throw some ideas at us and maybe [ultimately] help us build better products now the ladder of engagement if you decide to go down this route and develop a ladder of engagement Of whatever level this is strategic This is not a tactical thing to change at the end of the year it requires a lot of resource and three systems You need a commercial system a legal system and a communication system [to] support You’re giving your ideas, so if I don’t respond to you your heart so I need to communicate and if I take one of your ideas and we turn into a Commercial thing I need to reward you so I need a finance and the legal thing the intellectual property you know it’s going to be All clear and well-managed so add a lot of engagement the reality is about 90 to 9 to 1 [90%] of your audience will do nothing that just lurk but 9 percent will engage at the lowest level ratings reviews and About [1%] average of average will float to the top in collaborative co-creation and help you shape a better business So that becomes a social business if you decide to run your business that way And that’s what we mean by engagement and engagement is and you know we don’t expect big numbers here It’s relatively small This is what Teddy gough said about the obama Campaign they just want to keep the the followers connected and to get to hit the share button once in a while They weren’t saying they expect it every day just once in a while this photograph went viral Amongst the democrats the Caption was this seed is taken and they just loved it. We’ve just reflected some pride they have in the America’s first black president [and] so there is tactic strategy and moving into tactics and I’m going to whistle through this quite quickly and tactics Here’s the type where I call tactical Matrix for it help you decide what of the [tip] of the 10? Communication tools are in there, which ones are more appropriate for different stages of your strategy which one’s work best So if you’re trying to create awareness obviously you know advertising Pr sponsorship great but if you try to move people from where is through to the final stages you might prefer email or pop-ups or Direct selling and our paper pay-per-click advertising so what we do is take take those quite those communication tools map mode across nine Criteria to open up a discussion when you’re getting into the heart and Choosing which tactical tools are best this may help you make some of those decisions, and I apply the magic marketing formula Which is ird to all your tactics, so if you if you use this formula, [it] works beautifully ird means identify needs Reflect those needs straight back at the audience and then deliver a reasonable product or service not Oh, not an outstandingly Brilliant one [every]. It’s great If it is but reason what’s good enough a reasonable product or service deliver a reasonable public or service and if you apply that [ird] you’ll find it actually [m] you know it will help you connect with the customers you know that feeling when you put a long as String of search words into a search engine and up comes exactly what you’re looking for. That’s that Eureka moment There’s our RD in action. Yeah They’ve understood your needs identified your needs they’ve reflected them with seo and bing upper comes And there’s a good good fit a natural fit. It applies to advertising opposed to Pr a sponsorship everything ird applies to and in fact I think [you] You’re going to be competing [with] hyper competition and short and attention spans so [your] message is getting through it’s more difficult all the time and Ask yourself this question with the tactics ask yourself this question it is this Are you more interesting than my wife? That’s the question to ask are you more interesting [than] my wife? So when the plethora of emails come in and sit there? And my wife is emails there amongst all the other emails or all the other ads are stuff That’s competing to get my attention [is] it good enough to cut through that inner circle that close friendship? Are you connecting that that closely? okay, and interesting to watch am wPP and using ir D and the identified financial director is having a disproportionate influence in Client boardrooms and They now no longer define themselves as in that business if they say there there [used] to be a creative business But now they see themselves the creatively effective business That’s IRD. You know appealing finding out the needs reflecting them back to the financial directors so actions are the tiny little bit of the plan that’s never included wonderful book and By larry paucity you know the guy who go from ge who said? Execution the ability [to] execute better than somebody else is where a competitive advantage lies It’s one of the places it lies so a lot of stuff You know sloppy websites that fall over all that kind of stuff [so] [how] can you avoid it? Well internal marketing is where it’s out communications motivation training check list right down to the shared experience I have to tell you one [quick] story KPMg flew me over to Toronto to train the digital marketing team in Szustak planning and We went over big dinner one of the lights and in this restaurant. It was one of the best restaurants I’m not a food buff, but apparently was one of those better restaurants and one soup came It was in delivering in in cut out Coconut bowls Right and before the group around the table had finished the second uttering the second in the word wow In that length of time this is what happened the waiter who service in and wonderfully camp Theatrical performance was he puts the thing down every goes. Oh, wow look at that soup before we’ve even said the word well He goes okay your pinterest your instagram your youtube your your twitter. Yeah, I know I know come on. Give me those phones Let’s do right now I’m not having my soup [gong] : click click click click, and where has that Banker went and he was gone [I] went jesus. Did that guy really do that my God. That’s pretty cool That’s he’s actually doing the thing we all want to do which is not just a good Cx, but he’s doing the shared Cx That’s what we really want to do is get [people] the system your product your program your companies your clients to actually share the Cx If it’s a good Cx And they were trained right down to that level of detail to share because around the wall Interesting love was a logo and the the url attached any angle so that was in the background of most the shot And that’s the shared Cx. Which is a big challenge for log companies How do you share your Cx another question on internal marketing? How do you motivate just have to become? brand ambassadors so much So they’d eat the dinner off the floor this video is shocking if you go to my blog and watch this guy [eat] [his] dinner It goes to the Metro It’s in Canada he cleans the floor and he said and he takes out his curry And he throws it onto the floor gets his linen out goes down with hands and knees and [eats] Every bit of it and people are kind of puking watching them do it But this is how much he believes in the power [his] he sells these floor cleaning kit And that’s how much he believes so that’s motivation. That’s the action but that’s forgotten and to finish with is control control is and the often left out bit But we’re talking about metrics and measurements and in fact what you want to measure what you want to list in your plan How often you’re going to measure it who’s going to measure it? What is going [to] cost and what are you going to do with this information? That’s the important thing We’re going to better decisions So what would you include in the control section because it influences everything? Include all the stuff we talked about in the objectives just [a] few minutes ago [so] [and] we turned our objectives upside down, and there’s the funnel so we can list all those as stuff We need to measure and all the other questions I’ve asked earlier on all of these can be measured and there lies the simplicity of SOSTAC if you layer it with three m’s men money and minutes men and women the human resource money budgets minutes time you’ll see you’ve got a good plan with saw stock and three m’s it works very simply remember this before we finish and Everything changes so in your control remember that you’re looking at a market that’s constantly moving Let’s hope your your customers and your sales are going up in your own businesses But on top of that is your marketplace which is pulling away all the time every [day] every month every year It’s pulling away away, and if you do [nothing] you get left behind the [pest] [factors] political economic social technological Variables are changing all the time, and [they’re] pulling markets away from you Here’s an example of how markets [changes] sometimes under our own feet. We don’t even see it I thought it might be appropriate cuz you’re having a champagne little reception right now is that right? Yeah, and well bear this in mind. This is an ad from Ireland in 1972 I [don’t] [know] if you can read it down the back there, but down here. It says don’t have that fifth pint it’s It’s actually [a] real ad for 1972 just her things change and it’s crippled they drink and rugby clubs have [suffer] from this as well and Let me finish with my final point for you Which is controls very important, but we’re not going to get over a anal about analytics Sorry about that, and we’re not no And we would say the balance has [to] be right Analytics and more information [to] make better decisions absolutely critical and should be part of the process of your plan But equally creative creativity is going to be more and more important you need to nurture that creativity and this for me is a fine example of offline and online coming together this one graphic image of It’s in Vauxhall nine. Elms actually and all this swimming pools. It’s transparent base so you can swim watch the airplanes are watching people underneath it between the two buildings and It’s only a graphic. It’s not a photograph of the graphics or isn’t even built yet But [that] [seated] in the right way And this is back to basics [the] same basic principle to prevail in business by and large same beijing I love the customer help by customer all that sort of thing Same basic [principles] [its] back to basics and this is really is back to basics This is taking an image and seeding it with the influencers but the Media and the bloggers and the in flu And giving it to them and saying have a look at this and working really hard But [you] [know] that’s back to basics that same old stuff. Don’t forget the good stuff so that generated 1 billion opportunities to see and within 24 hours and generate ultimately 21 million dollars worth of Pounds worth of sales from something as simple as that so they’re SOSTAC. Where are you now? Where are you going? How do you get there tactics the ticular details how you get their actions the details the tactics control? How do you know you’re getting there [and] in the three m’s three key resources men money in minutes? And you’ll know oh by the way You know why we say men money minutes and not men and women money and minutes Would we say that because men are superior to women? Yeah Could you bear with me? And I could would you allow me to try to prove this to you that the reason why men are losing? Why women will never? Be equal to men is until you can walk down the street [you] ladies with with a bald head and a beer belly and think you look sexy, you’ll never equal us. Yeah And so anyway three [m] z’s men money and minutes men and women the human resource money budgets minutes timescales Which is the most difficult resource so there you have a very simple system, and there is an online planning system around this if there’s videos and stuff in there if you want to see what I said again its online there and And that really is it. Oh there is one other thing. I should mention is my [not-for-Profit] program the great sportsmanship program Which is full of liverpool stories and other stories across all sports to inspire a new generation of young people It’s enough for profit if you’re interested in that sort of thing it’s short stories about Sportsmanship Across every sport in the world across the world and [does] change people’s lives [have] a look at that And I’ll leave [that] up there as the final slide, so I will stop babbling away and hand it back to

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