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Online-PR: Eine Disziplin mit Zukunft?

Online-PR: Eine Disziplin mit Zukunft? | MEDIACLUB | Scoop.it

Prof. Dr. Thomas Pleil beschreibt Entwicklungen in der Online-PR.


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Jeff Bullas Famous Social Media Infographic Round Up

Jeff Bullas Famous Social Media Infographic Round Up | MEDIACLUB | Scoop.it
Social media is no longer just about Facebook. Social media is splintering and fragmenting as more users find increased activity about their interests and passions residing on other social networks, such as Pinterest, Instagram and Twitter.


Marty Note
Jeff is right as always and his latest infographic round up provides rich insight into just how Social, Local and Mobile we are becoming and how fast.  


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Q: Is Content Marketing The New Advertising? A: Yes [Infographic]

Q: Is Content Marketing The New Advertising? A: Yes [Infographic] | MEDIACLUB | Scoop.it

When I ask people what they think marketers do or what is marketing, they almost always say that marketing is some form of advertising or promotion.

 

We all learned the “4 Ps” (Product, Promotion, Price and Place for those who don’t remember.) So we know that there is more to marketing than just promotion. But even this traditional definition is under attack. Traditional advertising and branding are under attack.

 

In this recent post from Copyblogger, Frank Strong makes a great case for why content marketing is the new branding.

 

I agree with his case and would add that content marketing is the new advertising. I have even said that all marketing is content. And soon, content marketing will become all marketing if it hasn’t already.

 

According to Frank, Branding is more than a logo or a tagline. Branding exists in the minds of consumers as a perception. And all the company assets support or extend existing notions or expectations. Great companies, then exceed these expectations with the experiences they deliver with their product of service.

 

Frank goes on to explain that “the essence of a brand lies within its meaning. And words have meaning. Words matter.” You can see where he’s going, right? It’s the content that supports the brand promise. And it’s not just your content. More importantly it is “what other people say about you” that matters most.

 

Great content and engaging stories help your company’s content get found and get shared. When great content is shared, commented on or liked, it is no longer your content alone. It is their content. And user-generated content is trusted more than advertising or promotion.

 

Echoing my recent talk on the battle for customer attention, Frank explains that “Content is currency — something we trade for our audience’s attention. That currency becomes more valuable every time it’s shared by someone other than ourselves.”

 

And so he implores us in marketing and business to focus on creating content worth sharing.

 

Thankfully, the folks at PRWeb, have created this guide to creating content based on a view of the level of customer engagement and the level of company effort to create. It says it is for small business but I think it’s relevant for all businesses. So check it out. And tell me what you think:

 

Is content marketing the new branding?
Is content marketing the new advertising?
Will marketing simply become synonymous with content marketing?

 

#FlowConnection

#ChannelConnect

#TrustCloud

Marty Note
I may not agree with everything in this infographic, but Laurens note is right on. Content marketing is what is left because it is equal parts push and pull. Traditional advertising has relevance ONLY in support of what has already proven itself somewhere else such as content marketing. Educate and help in a way others appreciate (i.e. shares and likes) and you win. Try and do anything else by itself and good luck with that.


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The Death Of SEO, Failed Predictions Over The Years [Infographic ]

The Death Of SEO, Failed Predictions Over The Years [Infographic ] | MEDIACLUB | Scoop.it

"SEO has been declared “dead” almost from when it first began, as our post from a few years ago, Is SEO Dead?

 

1997 Prediction, Meet 2009 Reality, covers. Now, a new infographic is out looking at how SEO has been “dying” over the years.

 

The infographic is from SEO Book and is interesting in that rather than taking a timeline approach, it instead shows examples of various types of people who’ve declared that SEO is dead and why they are, as the infographic puts it, “deluded.”

 

 


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Mike Ellsworth's comment, October 10, 2012 10:48 PM
Don, thanks for the reScoop!
pureconcept's comment, October 16, 2012 1:26 PM
Infographie traduite en français, ici http://www.pureconcept.fr/actualites/23-actualites-seo/57-la-mort-du-seo-traduction-francaise
Mike Ellsworth's comment, October 20, 2012 6:43 PM
Anne, thanks as always for the reScoop!
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What does your brand stand for? [inforgraphic]

What does your brand stand for? [inforgraphic] | MEDIACLUB | Scoop.it
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...


Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.


There are 2 ways of finding your persona:

  1. Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries.
  2. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.

What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.


Thanks Jim for putting together this very helpful infographic.


And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 


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Saptarishi Das's curator insight, August 21, 2013 1:13 PM

And the story begins..

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How to Consistently Out-Curate Your Competitors

How to Consistently Out-Curate Your Competitors | MEDIACLUB | Scoop.it

Excerpted from this interesting article on Outspoken Media:

"The facts are:

***Content curation is a needed skill that will only grow in importance as more big brands and publishers flood the Internet with all kinds of content.
***Curation can be a fun, rewarding and highly effective part of your online marketing mix.
***Curating content requires skill, tenacity and, above all, an unflinching focus on the needs of your audience.

 

The biggest temptation all search marketers face is to sell our souls to the Borg and AUTOMATE EVERYTHING.

 

An effective curation strategy requires a healthy variety of sources. If you expect any one tool to do all of the work for you, you’re going to miss a lot of remarkable content.

 

So, use a fancy tool as one of your filters, if you wish. But don’t fool yourself into believing you can just put it on autopilot and watch it magically send you everything you need to succeed.

 

If your goal is to curate content that provides true value for your audience, you’ve got to out-hustle all of the namby-pamby posers in your niche who claim to be curating, however half-heartedly.

 

Here is a collection of solid strategies and tasty tactics that will help you consistently out-curate your competitors.

1) Create Twitter lists of experts and thought leaders in your niche.

2) Save Twitter searches for relevant keywords.
3) Build customized MyAllTop pages to keep up on industry blogs.
4) Set up Google Alerts for targeted keywords.
5) Subscribe to blogs by RSS and view them in Google Reader.
6) Create topical lists on Facebook.
7) Perform keyword searches in Trackur.
8) Explore Regator’s curated blog directory.
9) Hunt down content by category on StumbleUpon.
10) Find applicable articles and experts with Topsy.
11) Join relevant LinkedIn groups.
12) Search Scribd’s documents database.
13) Dig into the bookmarked items on Delicious.
14) Keep an eye on curated niche sites that serve your audience, like Inbound.org.
15) Scour the Web with Snip.it and Scoop.it.
16) Drop your keywords into Bottlenose.
17) Scan the curated lists on List.ly.
18) Sign up for a personalized email digest from YourVersion.
19) Say hello to your little friend: Social Buzz.
20) Swing by Ice Rocket and ROCKZi once in awhile.
21) Ignore Google+ at your own risk. I dare you. #smooches.

 

Constantly Refine and Refocus Your Curation Strategy:

I like to cram tons of different sources into my content funnel at the beginning of each new curation project. Then, once I’m convinced I’ve cast my net wide enough, I begin the crucial process of whittling down those sources into a much more manageable list.

 

Be the Pickiest, Little Curator Allowed by Law:

If you’re going to out-curate your competition, every piece of content you serve to your audience has to be exactly the right piece of content.

Set high standards and strive to exceed them...."

 

 

Read full, long and interesting article here: 

http://outspokenmedia.com/online-marketing/how-to-consistently-out-curate-your-competitors/


Via Giuseppe Mauriello, Therese Torris, Martin (Marty) Smith
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Martin (Marty) Smith's comment, October 2, 2012 7:08 AM
Great note Giuseppe. I moved it to Curation Revolution this morning. Marty
Giuseppe Mauriello's comment, October 2, 2012 7:22 AM
@Marty...I have seen your rescoop few minutes ago. Thanks for appreciation my curated article.
massimo facchinetti's comment, October 5, 2012 7:48 PM
I am far from being namby-pamby
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The New Reputation Economy - What You Need to Know

The New Reputation Economy - What You Need to Know | MEDIACLUB | Scoop.it

This article was written by Rachel Botsman for WiredUK. I posted her Ted Talk the other day on this relevant, evolving topic., the reputation economy.


Rachel goes deeper into this with great insights, information and takeaways that are important for all of us professionally and personally.  


Intro:


"Imagine a world where banks take into account your online reputation alongside traditional credit ratings to determine your loan;


**where headhunters hire you based on the expertise you've demonstrated on online forums such as Quora;


**where your status from renting a house through Airbnb helps you become a trusted car renter on WhipCar 


**where your feedback on eBay can be used to get a head-start selling on Etsy 


**where traditional business cards are replaced by profiles of your digital trustworthiness, updated in real-time.


Where reputation data becomes the window into how we behave, what motivates us, how our peers view us and ultimately whether we can or can't be trusted.


Welcome to the reputation economy, where your online history becomes more powerful than your credit history.


An aggregated online reputation having a real-world value holds enormous potential for sectors where trust is fractured:


**banking; e-commerce, where value is exponentially increased by knowing who someone really is


**peer-to-peer marketplaces, where a high degree of trust is required between strangers;


**where a traditional approach based on disjointed information sources is currently inefficient, such as recruiting. .


Early influence and reputation aggregators will undoubtedly learn by trial and error -- but they will also face the significant challenge of pioneering the use of reputation data in a responsible way.


There's a challenge beyond that: reputation is largely contextual, so it's tricky to transport it to other situations.

.

It's the culmination of many layers of reputation you build in different places that genuinely reflect who you are as a person and figuring out exactly how that carries value in a variety of contexts.


The most basic level is verification The larger opportunity is carrying social matches based on like-minded individuals across marketplaces.


The New Identity Brokers:


Connect.me, Tru.ly, Legit, TrustCloud, Scaffold, Confido, Briiefly, Reputate


Selected by Jan Gordon covering "Curation, Social Business and Beyond"


Read full article here: [http://bit.ly/O0zkLD]


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AlGonzalezinfo's curator insight, December 29, 2012 7:22 PM

Fantastic scoop! Thanks Nadine Hack.

 

Michelle Gilstrap's curator insight, October 13, 2014 12:32 PM

Very interesting article and one that could be upon us soon.

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Schwerpunkt Social Media

Schwerpunkt Social Media | MEDIACLUB | Scoop.it
Haben Sie in der Welt der sozialen Medien die Übersicht? baz.ch/Newsnet macht Facebook und Twitter sechs Tage lang zum Thema. Und das erwartet Sie diese Woche inhaltlich.
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Avoid the Big 5 Social Media Mistakes Corporations Make - Forbes

Avoid the Big 5 Social Media Mistakes Corporations Make - Forbes | MEDIACLUB | Scoop.it

Forbes excellent summary of why social doesn't play well with enterprise social media. My best advice to win the battle if you are a "D" level trying to sell the "C" level is look hard at Expion (http://www.expion.com ). Expion is an enterprise social media tool that will make the most nervous Fortune 1,000 relax.

Marty Note
I've worked for big companies that have all of these 5 mistakes (lol):

* No sense of humor (humor is a currency online and MUST be able to laugh at self).

* Too slow to respond (can't manage social by committee).
* No distinct voice.

* We are Borg because we are nameless, faceless and characterless.

* Companies treat social like a process, when it’s really an organism.


WOW, #5 is so correct. Corporations keep wanting social to act like the one dimensional slot machine they play. They want to put in a quarter and bat a ball around until it drains. The one in one out idea doesn't work with a sentient thing. Social is more like raising children. You put in and put in and put in and then maybe, just maybe, you get a hug at graduation (lol). You might think WHY DO THIS if it doesn't make money.


Here's Why Social Is A Must:

* Social creates connection and relationships.
* Soon to be absent from social is to not exist.

* Social controls a lot of behind the curtain stuff like SEO that turns into money.
* Because we don't understand how to measure doesn't mean important contributions aren't being made.


Eventually we will know all the ins and out of social's ROI and that knowledge will go to those who PLAY. Sit this one out and.... Well let's cast that statement another way. How did sitting out the web do for you? Stats show early web adopters are benefiting more for longer than those afraid of the deep end of the pool.



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"Wenn der Google-Algorithmus besser ist als wir, wird es keine Mediaagenturen mehr geben"

"Wenn der Google-Algorithmus besser ist als wir, wird es keine Mediaagenturen mehr geben" | MEDIACLUB | Scoop.it

Frank Thomsen vom "Stern" und Oliver Gertz von MediaCom interaction über kurzfristige Zukunftsperspektiven und die Bedrohung durch Maschinen.

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HENRY STEINHAU | Online-Journalismus braucht Multiversalität und Partizipation

HENRY STEINHAU | Online-Journalismus braucht Multiversalität und Partizipation | MEDIACLUB | Scoop.it
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Social Media Etiquette for Journalists: The Rules Have Changed

Social Media Etiquette for Journalists: The Rules Have Changed | MEDIACLUB | Scoop.it
Ever since Facebook and Twitter emerged as key tools for news, journalists and newsrooms have performed a high-wire act: They need to use social media to engage their audience in new and inventive ways, while also maintaining ethical standards.
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Insights Into the Hot Trend of Social Media Content Curation

Insights Into the Hot Trend of Social Media Content Curation | MEDIACLUB | Scoop.it

Excerpted from article:

 

"Online content curation is a hot trend as business owners and professionals realize that content is vital to add value to their customers and prospects.

 

The trend was already evident in 2011 but 2012 saw an outright explosion of the phenomenon.

 

Content curation is the art of selecting content that is appropriate and then organising and publishing it in a way that is relevant for the topic of choice.

 

Editors with the aid of journalists create and collect content then edit and then publish.
Journalism is shifting more and more from the quest for the perfect “scoop” to a more organized and reasoned activity of content curation.

 

The technology of the web and the rise of the social media networks is providing sources of content that can provide curation in ways that were not previously possible.
The content curation platform Scoop.it is an example how we can all become magazine editors and content curators without the overhead of hiring editors or journalists. Scoop.it was established in 2011 with the goal of making content curation easy and accessible to everyone...."

 

 

In the guest post pubblished by Jeff Bullas' blog, Intervistato.com's Maria Petrescu interviews Scoop.it's co-founder Marc Rougier.

Read full article and watch video here:

http://www.jeffbullas.com/2012/09/26/insights-into-the-hot-trend-of-social-media-content-curation/

 




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Humanrithm: why data without people is not enough - and how algorithms lost the Content Curation battle

These are the slides of my talk at DataWeek 2012.


This is what is it was about: "We engineers love data and algorithms. They help create amazing things. But if and when we forget that people create data and that data can be improved by people, we will miss the promise of Big Data. It's time we all thought of this not as social vs algorithm but as Humanrithm."


And I also took the example of Content Curation as a case study.


Via Guillaume Decugis
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Beth Kanter's comment, October 7, 2012 12:25 PM
Were you in Boston this week? I was too!
Guillaume Decugis's comment, October 9, 2012 9:55 PM
Hi Beth! Me? No, this was for Dataweek here in San Francisco...
Michael Procopio's curator insight, January 27, 2013 12:48 PM

Love this quote "Content marketing and curation is like Star Trek chess. You are playing a game in many dimensions simultaneously."

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Soziale Netzwerke: Suche Krisenmanager für Shitstorm

Soziale Netzwerke: Suche Krisenmanager für Shitstorm | MEDIACLUB | Scoop.it
Auf Wutwellen in sozialen Netzwerken sind viele Unternehmen nicht vorbereitet. Ein enger Kontakt zur Internetwelt hilft in solchen Situationen - oder...
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"Bereicherung statt unliebsame Konkurrenz"

"Bereicherung statt unliebsame Konkurrenz" | MEDIACLUB | Scoop.it
Verlage sollten unabhängige hyperlokale Angebote als Ergänzung der eigenen Berichterstattung ansehen und ihnen durch Kooperationen zu mehr Reichweite verhelfen, fordert Ulrike Langer.
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Die ganze Wahrheit über Twitter

Die ganze Wahrheit über Twitter | MEDIACLUB | Scoop.it
Der Nachrichtendienst hat im vergangenen Jahr einen riesigen Popularitätsschub erfahren – vor allem in der Schweizer Medienszene. Warum Twitter Journalisten unwichtiger, aber den Journalismus besser machen wird.
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Social Media für Journalisten

Die Präsentation, gehalten vor den Burda-Journalistenschülern, zeigt die Auswirkungen von Social Media auf Nachrichtenströme und wie Journalisten die sozialen Medien für sich nutzen können.

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Social Media: Gegenwind aus dem Netz

Social Media: Gegenwind aus dem Netz | MEDIACLUB | Scoop.it

Ein Bericht unserer Zeitung über die Kündigung eines Blumenladens am Klostereck in Landsberg führt zu einer Welle der Empörung – auch auf der Facebook-Seite von OB Mathias Neuner.

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What Kind Of Curation Site Should You Use?

What Kind Of Curation Site Should You Use? | MEDIACLUB | Scoop.it

Deanna Dahlsad designed this simple decision-tree to help differentiate between different Content Curation platforms and which one you should use as a business user.


I found this interesting as it's one of the first ones I see that made this obvious and simple differentiation between the different platforms out there. I'm not sure I would describe Scoop.it as article-based (we obviously have large pictures, infographics, videos or SlideShare presentations that are not articles) but I can see where she's coming from and her intention: if the content you curate is not 100% image, "image-based eye-candy" is not enough.  


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Deanna Dahlsad's comment, October 5, 2012 1:27 AM
Thank you for scooping my article and decision tree! Most content curation sites do offer images, as I noted; but there are distinct differences between image-based sites like Pinterest & sites like Scoop.It especially in terms of users.
Chris Lott UAF's comment, October 5, 2012 1:31 PM
The decision tree here represents our decisions on what curation technology to use as an educational organization. It's a great starting point for discussion.
Guillaume Decugis's comment, October 9, 2012 9:53 PM
Hi Deanna - Yes, I found it was a great one. By the way, I was thinking of using it in a future presentation. Would you be ok with that? I'd of course include the reference to your site that's on the original picture. Let me know. Thanks!
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Elektrischer Reporter - Phase III - 050: Fotografie, ein Prozess und schreibende Roboter

Elektrischer Reporter - Phase III - 050: Fotografie, ein Prozess und schreibende Roboter | MEDIACLUB | Scoop.it
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New Visual Content Curation Platform: Tapiture Is Pinterest For Men

New Visual Content Curation Platform: Tapiture Is Pinterest For Men | MEDIACLUB | Scoop.it

From "About" on official website:

"Tapiture is a social community that allows users to easily save, share and search for your favorite images from all over the internet. It's where the internet begins.

 

Key features are:

- Install the Tapiture button:

You can simply drag and drop the "Tap it" button below directly to your browser's bookmark toolbar and you're ready to start populating your Tapiture account.

 

- How to Tap images:
When you come across a photo on any site that you'd like to save, click theTap itbookmarklet which will activate Tapiture. Find the photo you wanted to save and click the photo. You can then organize this photo into a Chapter that you have created and also give it a description and tag the photo with keywords.

 

- Re-Tap images:
Find an image you like on Tapiture that someone else has Tapped? Hit the Retap button next to the image.

 

- The world's first and largest viral image search engine:
Since users can tag each photo with specific tags, all images are easily searchable.

 

- Follow and meet other Tappers..."

 

 

From review article on TechCrunch:

"The idea of a “Pinterest for men” is something that gets thrown around a lot — a few months ago, it seemed like I’d get a pitch for a new one every day. Tapiture is one of the newer contenders, but its traffic numbers suggest that it has a chance at claiming the title.

 

Leo Resig, co-founder of Resignation Media (which owns both properties) tells me Tapiture has its roots as a photo-tagging system on theCHIVE, before growing into a site of its own, where users can share (or, in Tapiture’s terminology, tap) photos of attractive women, cool products, funny jokes, and anything else.

 

It turns out that mix is a product of human curation, without which the site would probably be nothing but scantily clad women...."

 

Read full review on TechCrunch here:

http://techcrunch.com/2012/09/30/tapiture-john-ellis/

 

Check out Tapiture: http://tapiture.com

 

Read more here: http://tapiture.com/about/

 


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Journalismus im Netz: 10 Tech-Stories, die nerven

Journalismus im Netz: 10 Tech-Stories, die nerven | MEDIACLUB | Scoop.it
Manche Schlagzeilen und Stories rund um Internet- und Technologiethemen wiederholen sich ständig und können dadurch ziemlich nerven.
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„Social Media-Atlas 2012“: So beeinflussen Facebook und Co. die Deutschen

„Social Media-Atlas 2012“: So beeinflussen Facebook und Co. die Deutschen | MEDIACLUB | Scoop.it

70 Prozent der Onliner in Deutschland nutzen Social Media-Angebote – im Vergleich zu 2011 ein Zuwachs um sechs Prozentpunkte. Die Hessen führen das Ranking an: 74 Prozent der Internetnutzer sind hier im Social Web unterwegs. Das sind Ergebnisse des „Social Media-Atlas 2012“ vom IMWF – Institut für Management- und Wirtschaftsforschung, der Beratungsgesellschaft Faktenkontor und dem Marktforschungsdienstleister Toluna.

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Alternative to Wikileaks Arises in Iceland | Inter Press Service

Alternative to Wikileaks Arises in Iceland | Inter Press Service | MEDIACLUB | Scoop.it

With the imprisonment of Bradley Manning and detainment of Julian Assange, WikiLeaks is effectively on hold. But that does not mean that leaks and whistleblowing activities have stopped.

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