Titles that Resonate #Top #2010 #Posterous #Blog Posts delivered #IN #TransMedia Format

Titles that Resonate #Top #2010 #TransMedia #Cross #Media Post #IN #SpeedSynch #Content #Stories is meant to attract the attention of ‘machines’ or search spiders first and eyeballs second.

This single Posterous blog post will be automatically ‘pushed’ to Twitter and WordPress sites and later picked up by LinkedIn.

Here we see that the message directs the media flow and is later directed by the media channels to different spaces and groups.

Top 2010 Posterous Blog Posts

#transmedia #speedsynch spaces for internet marketing advertising

SpeedSynch boosts #Transmedia spaces for Internet Marketing Advertisers

#transmedia is new to artists, though well known to storytellers and in this space we will explore the application of our SpeedSynch internet marketing software and internet marketing advertising and promotional techniques to support #transmedia from a commercial perspective…

New TransMedia Marketing Rules

Internet marketing has essentially changed very little since marketers discovered how to successfully use Yahoo 10 years ago which may seem shocking to the Google generation, but is an accurate description of current practices…

Resonance and Prediction Marketing Rules

Success, Risk and Resonance  

Success in business is most often confused with precision, formulas and plans though it appears that after you plan life, life just happens which may be the reason why the concept of risk reduction is important in the business world where a business may not survive if it goes in one direction while its customers go in another.  When this happens we say that the business value didn’t ‘resonate’ with the needs of their customers or simply the business was not successful in serving their market…

 

Content Resonance Rules #IN Legal E-Discovery 2.0

The legal profession is wrestling with data and information overload to meet legal E-Discovery obligations and client expectations and may be able to benefit from significant advances provided by Social Media platforms and Content Resonance… 

 

SEO value decline and privacy toxicity highlights opportunities #IN Mobile Internet Marketing

The apparent decline in the perception of value and privacy toxicity of SEO may be very good for Mobile phone makers and internet marketers as the mobile phone has become the Social Media and internet website interface of choice by billions of people globally…

 

The content is this blog post also resonates and also influences the people that read it across the different media channels which it travels.

 

Cheers,

Nick Trendov @SpeedSynch  nick@scenario2.com

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Twitter Resonance, Profit and Sustainability

Shun SEO for Sustainable Profits!

Twitter’s move to a Resonance based advertising model is the main driver behind moving the SpeedSynch web and social media sites away from an old SEO keyword design to a sustainabile Resonance micro site design built with Semantic meaning.  Sustainability is the key.

Like any other business we don’t do anything unless it is linked to serving our customers or improving our competitive position in the market and Resonance allows us to avoid unsustainable SEO models and offer unique Social Media value to our customers.

We review SEO and sustainability at detail here though in summary the ability of almost anyone who generates enough content to confuse search engine spiders and become more visibile that the manufacturer of a product means that buyers pay more for a product and the market efficiency promised by the internet is patently false.

Once you consider that currently SEO adds to your cost of buying almost anything and the cost of selling almost everything on the inernet it becomes obvious that there must be a better way and Twitter has apparently found it with Resonance.

Resonance Rules Value

Resonance is created by content, whether it is in the form of a blog post, Tweet or product content used by searchers to help them find what they need or learn something they value.  Searchers interact with content and SpeedSynch measures content and behaviours to create Resonance maps based on Semantic meaning rather than SEO keywords used in PPC advertising and marketing.

Content must ‘resonate’ or engage searchers to deliver real value to people and if the content doesn’t help them accomplish their objectives then resonance fades very quickly.  The search-engine-optimization or SEO advertising models don’t concern themselves with user value and they charge customers according to how may people ‘touch’ or click on the content regardless of its value to people.  Twitter understand the SEO model is not sustainable and spent a consideable time exploring options before moving to Resonance.

SpeedSynch internet marketing software measures Resonance so we can aligns content to customers for:

  1. Navigation or Wayfinding value
  2. Learning for operational improvements or innovation

Semantic Meaning and Resonance

Google or BING “any words used in similar spaces share meaning” and you will find practical resources for semantic meaning which we use in assessing Resonance.  From a searchers perspective any content that helps refine a question or refine an answer resonates with the searcher.  The content is relevent or has high quality and value.  From a buyer’s perspective the products that fit the objectives or needs of the buyer resonate closely with their current assessment of value.  It is important to note that a searcher’s or buyer’s assessment of value changes quickly for different reasons and we accomodate this simple truth with the persona concept.

Does your content Resonate?

Understanding closeness of meaning or affinity of purpose gives you a good idea of whether two things resonate.

This his how we measure Resonance very quickly in the SEO space as SpeedSynch;

  1. Maps content relationships of concepts or keyword themes rather than keyword phrases
  2. Allows you to assess the value of the keyword themes according to your perspective

Content and Products

Content, whether it is text, images, audio or video, is often confused with the value it delivers which is in turn determined by its format, location and it’s facility of  interaction with products and people.  Content can be used to describe products or it may be used as a wayfinding tool to help people find other content or products.

Describe vs Prescribe

Content that is crafted and delivered well allows people to define questions that they are not sure about and perhaps refine their understanding as they learn during their search.  Content also helps people understand what is needed to achieve a goal, how or what  to do or where something that will be pruchased, returned or repaired.  Often people refine questions or answers at the same time as they look for and find content during a search and once they know their answer, they will go out an find a product.  Content helps describe questions, answers and assists people to self-prescribe the products they need.

People and SEO Marketing

SEO marketing is a fairly simple concept.  Web sites and blogs are the spaces that hold content so that it may be explored by people that search for answers or products.  It is still believed that people search by entering word combinations or keyword phrases into a search engine in order to find the content that will lead to the products or services that they will eventually buy.  SEO marketers devote considerable resources to balance their desire for high volumes of potential buyers with relevency which attracts the right type of people they wish to serve.  Getting many people to a product is useless if they don’t buy because it is irrelevant to searchers.

Content is tasked with ensuring that search engine spiders rank their web or social media sites highly, ideally on the first search engine results page or SERP.  Being number one is the ultimate goal and closer to the top of the first SERP means more profit.  However after 18 years marketers have devised their own ways to entice search engine spiders to their sites.  Indeed in early 2009 more people start searches in social media sites like Twitter, LinkedIN, WordPress and Facebook than entering keyword phrases into Google.  There is a simple reason for this and content is the answer.

SEO Marketing and Content

Blogs generate far more content that corporations and I review the main reasons in my Semantic Blog in WordPress.  In an interesting twist the desire for corporations to set up and forget websites has allow bloggers to divert the search engine spiders so that blogging content impacts the visibility of all brands and products worldwide.  While this is obvious it was Adobe, considered a slow moving dinosaur by both Google and Microsoft, that acquired Day Software to provide corporations with content generations factories to fight the content war currently being won by the social media platforms.

Google Fights Back

Google did some acquisitions of its own acquiring Metaweb and accelerating the move away from SEO keyword phrases to semantic themes.  While the old guard SEO marketers and promotors will argue how many years this will take it is very easy to see how many SEO experts where brutalized when Google’s algorith changes in May and June 2010.  If you listen carefully you will hear how SEO marketers adjusted by creating more links and backlinks and adjusting the infrastructure of their SEO sites but the writing is on the wall.  Backlinks are created when someone like the content they find on a site and notes or sites the site in a blog post or on a web site–people link back to the content that is valuable to them.  We believe that Google is currently applying semantic algorithms to content and working quickly on backlinks which are the lifeblood of SEO marketers.  By measuring how the sites that carry the links to the content being evaluated by search enging spiders Google, BING and other search engines will know the value of the backlinks according to semantic relevencyof the searcher.  A link originating from a coffer grower will have more relevancy as a backlink to content about coffee on a site that discusses or sells coffee than the same link on a site focused on baby clothes where mothers blog about needing coffee while shopping because they are sleep deprived.

Google currently does this with keyword phrases and the use of semantics will take it to a much higher level where it is possible to attribute different semantic meaning to the same content and also the relevency of backlinks.  We will show how this is possible with SpeedSynch and how SpeedSynch may be applied to understand current and future customer perspectives and behaviours which we call Neuropersona.

Changing Relevency and Customer Behaviours

The simplest measure that shows how quickly things change in internet marketing is that from month to month searchers use only 50% or half of the same keyword phrases to describe the same objective or problem.  This change is consistant and causes marketers to constantly change how they describe products, services and the content used to help searchers find the products they need.

Quite simply searcher perspectives change so quickly that the relevence of content and backlink naturally errodes and must be updated or switched in accordand to new searcher perspectives.  Old backlinks should not have the same weight or value for search engine spiders or people.  This becomes a huge problem for old school SEO marketers who thrive on just backlinks or believe that the more backlinks the better.

Not only does customer behaviour change with search but it is also possible for searchers to change their behaviours in another way that causes marketers even more stress.  Consider the case where someone in the same househld buys items for other members in a household three times in one day.  Is the buyer a man, a woman or a child?  Did the buyer buy because they had to replace the item and will contine the buying pattern?  Did they buy a gift?  Did they buy to replace an item borrowed from a neighbour?

Our solution to this dilema is to apply the concept of persona behaviours where we place content on a site to serve allow of the questions or objectives above regardless of the demographic or psychographic make up of the buyer.  Indeed we believe that peopel can switch persona behaviours at will and so as not to confuse our notion of persona to how user interface experts or programmers apply the term we call ours Neuropersona.  Neuropersona are describe on www.neuropersona.com

EPISODE ONE:  Blogs and Twitter Alerts

So now we have a little background on SpeedSynch, SEO, Semantics, Neuropersona and now it is time to move on to the first episode where we move from a focused single page site that is part of a larger microsite on www.adscenario.com to a five page blog based micro site on a WordPress platform with a tight Twitter connection for alerts.

SEO REPORTS

In order for us to achieve our goal of creating an internet asset to attract both search engine spiders and people that become satisfied customers we start by creating SEO reports of our Twitter feed because it is there where we reached out to customers first with the stories that we found relevent according to feedback.

Here is the semantic SEO report of our last 10 Tweets on our Twitter feed:

* Please click once or twice to enlarge or alternatively work with the enlarge option on your browser…

Semantic SEO Report of SpeedSynch Twitter Feed 2010.08.08

Twitter Feed Semantic SEO Report of SpeedSynch

Why Twitter?

Twitter is a critical element in communication today because of it’s realtime and because most tweets or posts in a Twitter feed link to or act as backlinks to web sites or other social media sites.  This is the case with SpeedSynch where the Twitter semantic SEO report above is a map of 10 tweets.  It is the last 10 tweets and the associated blog posts that indicate where our customers are taking us and where we intent to go.

Our next post will highlights Google’s fast push away from SEO keywords to semantic meaning.

Cheers,

Nick www.speedsynch.com

Fractal Business Models and Analytics

Successful Business Model Innovation
You may be tempted to re-think how you view successful business models after reading here that the Philips and Samsung business models are idolized while Sony’s business model is shunned because of a perceived high value knowledge innovation strategy.

Sony appears to have subsequently added a high knowledge value strategy to create product differentiation.  In other words Sony competitors must spend as much as Sony on R&D and sell the same product volumes or they won’t be able to compete.  In my view Sony, Philips and Samsung employ a similar business model and there may be a better way.

The Fractal Way
Apple and Cisco compete by aligning energy and value created in their value chains with innovation on-ramps and controlled entry points to encourage and reward partners that add value.  This approach is fractal in that it mimics the way the firms innovate internally and scales externally across entire value chains or value streams.   This is a short explanation of fractals as applied to topography and weather though the simple patterns and perspectives are easily applied to business models and business analytics.

One of the natural limits to business model innovation is the ability to provide value across an entire value stream to buyers, sellers and other market participants.  This imperative is especially acute for companies that mimic the Apple and Cisco business models by competing with their entire value chain as it is a fractal approach.  While there is tremendous upside with the Apple and Cisco business models, there is also significant downside potential unless value can be quickly distributed to all value stream partners.  Innovative creation and speedy distribution of value is a new way of doing business.  We call it the fractal imperative.

Successful innovation requires the ability to measure and respond to markets which perform the critical function of distributing ideas and physical products.  Companies that understand their markets have a tangbile opportunity to employ fractal analytics to identify opportunities faster,  innovate and align their business models accordingly.  Fractal analytics is a way to measure from multiple simultaneous perspectives to help identify opportunities to adjust business models, objectives, products or how customers are served. 

What are fractals?

Arthur C. Clarke Explains Fractals
1 of 6 http://www.youtube.com/watch?v=qB8m85p7GsU
2 of 6 http://www.youtube.com/watch?v=3gKOB6spCb8
3 of 6 http://www.youtube.com/watch?v=iZsVrHCPOio
4 of 6 http://www.youtube.com/watch?v=eXngUyOS-XM
5 of 6 http://www.youtube.com/watch?v=AjdogjBxfco
6 of 6 http://www.youtube.com/watch?v=l8Y6xpeQK-w

Apple Brokers Success
Apple helps partners deliver high quality applications and customers create valuable content while simultaneously providing a vibrant and engaging market space for their creations.

Cisco Defines Standards
Cisco buys Tandberg to own the global video conferencing standard.  

Indeed both Apple and Cisco have the ability to broker ideas to the market so fast that they have transformed value chains to parallel value streams and knowledge flows.  While Apple focuses on design because of the nature of its customers, Cisco’s focus is on setting techical standards to achieve ambitious corporate objectives.

Ideas vs Speed-to-Market
Like other forward thinking companies Mitsui, Sony and T-Gaia hold idea competitions to help identify current market needs.  This approach takes more time to manifest value than the Apple and Cisco business models and illustrates the philosophical value given to the generation of unique ideas or intellectual property compared to an emphasis on commercialization speed.  On the other hand speed to market is a relative measure and Mitui, Sony and T-Gaia only have to be a little faster than their competitors and associated value stream partners. 

Mitsui Ventures, the venture investment arm of Mitsui & Co., and T-Gaia Corporation are to hold the 2nd i*deal Competition (i*deal Competition 2010) with the support and cooperation of Sony Corporation and Mitsui & Co., Ltd. The competition calls on contestants to submit their plans for new business models and services, software applications and mobile technologies to operate under the next-generation, high-speed, mobile communications environment (3.9G-4G).  This year the invitation is also being extended to entrants from the USA.   i*deal Competition 2010 Official Website

Look Both Ways to Succeed
The Apple/Cisco Way, as a combined business model,  is a tremendous exemplar as it bridges idea brokering and accelerates the innovation of technical, design or marketing standards.  Apple’s iPod platform is the industry standard and it acts an on-ramp for new partner ideas and innovation.  Likewise Cisco is a fierce innovator but devotes proportionately more energy to standards to mobilize value stream partners.

Paradoxically the Apple/Cisco Way faces both ways–backwards (standards) and forwards (broker).

Standards face backwards as they wait for partners to innovate according to their direction and assume that the markets and customers will consume products that are created within the standard.  On the other hand brokerage business models take their cues simultaneously from customers and value stream partners.  While it is possible to have a standard based business model or a brokerage based business model without a fractal perspective, the Apple/Cisco Way is fractal as a change in one part of the value stream impacts the entire value stream very quickly.  This occurs whether the impact is related to the delivery of new expertise delivered via training or the almost instant employment of new technical standards across the entire value stream.  As a contrast typically Sony, Samsung and Philips spit out innovative products and lack the ability to mobilize partners or set standards as effectively as Cisco and Apple which currently dominate their markets.

Fractal Innovation
Understanding the impact of measures is critical to going to market successfully and we have employed fractal analytics concepts to support business model innovation and speed up new product introductions for companies engaged in mergers and acquisitions. 

Viewing business models through a fractal lens seems unusual initially but provides a clear focus on innovation and alignment opportunities that scale quickly for a positive impact on customers and partners, large or small, across the value stream.  Fractal analytics shifts our attention from solution points to wholistic opportunity perspectives.

Innovation in business models and metrics demands multiple perspectives of business performance.  A fractal perspective combined with flexible analytics helps analysts navigate data and relationships to find and promote combinations of products and customers whether transactions are small or large.  This is the fractal value concept.  

Once we identify a successful pattern we look for its ‘fractal’ or where it repeats at larger or smaller scale.  Looking for this repeating pattern permits us to re-define success regardless of scale, marke, product or customer.  We achieve maximum leverage of resources by offering similar but slightly different value propositions saving time and money. 

The fractal business model is supported by fractal measures.

To understand how the power of fractal patterns are applied in a customers context consider how we employ a ‘mask’ or ‘persona’ to approximate a customer ‘fractal’ to represent a small number of behaviours that we profitable serve.  We call this customer mask a Neuropersona that represents behaviours of a focused set of customers and likewise behaviours of groups of customers or behaviours of parts of an entire market.  Carefully selected behaviour sets are fractal and changes in those behaviours allow us to accomodate one customer, groups of customers or parts of an entire market if we can shift and align our value proposition accordingly.

Fractal business models and analytics applied to business model innovation are next practices and intangibles represent the most significant and quickest fractual value creation opportunity for any company. 

We welcome you to explore the fractal imperative with us.

 Cheers,

Nick www.speedsynch.com www.neuropersona.com

Go-to-Market Risk Free

This post may not be appropriate for everyone.

Arbitrage
The simultaneous purchase and selling of an asset in order to profit from a differential in the price.
This usually takes place on different exchanges or marketplaces. Also known as a “riskless profit”.

Risk Arbitrage Speeds Up Projects Four to Five Times

I ‘arbitrage’ risk when delivering services, projects or events by working with my client simultaneously on different project elements.
While this seems normal for most project managers, let’s look at the risk perspectives and you may discover something unusual that you can exploit.

The Purist

The purist will look at the definition above and instantly notice that a delivery of services to one client obviously doesn’t meet the definition of arbitrage.
However, even when we both work on the same part of the project or in ‘the same market’ we work in ‘parallel’ in that both parties work and educate each other simultaneously.  We are in the same ‘physical’ place BUT in different intangible markets or spaces.

The Expertise Trader or Broker

When I employ risk arbitrage with my client projectss we are trading expertise simultaneously.
My expertise is the problem definition, perspective orientation, technology training, deployment support and end user tuning and training.  The client’s expertise is in the transactional systems, datasets, internal technologies, processes, metrics, external customer and partner requirements.

Risk Disappears Magically 

The movement of risk ‘away’ from the project happens because the client works in their ‘space’ and incur little to no risk in their knowledge zone.  I minimize their execution risk associated to new technology or techniques. This is magical as I send risk to them which disappears when they work and they send risk to me which disappears when I work.

Tangible to Intangible Shift

The shift from the physical definition of arbitrage to intangible components defined in as expertise above allows me to deliver 4 to 6 weeks projects that would take other firms 6 months to deliver.

Understanding Intangible Risk Pays Large

Even when other suppliers match my quote to keep the work their delivers are one sided and they put their best people on the projects to get the work done ‘fast’.  This however invariably leads to distress as the client is ignored not to ‘slow them down’.
When this happens the entire project risk returns, both knowledge risk and execution risk.

How Risk Arbitrage Works

Why is my approach risk arbitrage?
Let’s begin with the arbitrage definition above–there is profit by its successful deployment.

There is a ‘transaction’ in that the client buys expertise and has the expectation of an outcome in one portion of the project.

AND

I ‘buy’ the client’s ability to deliver expertise and a positive outcome in another part of the project.

What about the price differential?

The client’s internal ‘price’ of consulting services is lower than my external price.

BUT

The client receives knowledge transfer and solution(s) in parallel.

Use It or Lose It

If you don’t arbitrage risk, it will bite and usually not your client.
An ‘expert’ may not agree with my applying arbitrage to my project approach though I go beyond risk mitigation which is ‘playing defence’. 

My risk arbitrage approach is purposeful, positive in thought and taught to clients so that they can achieve future benefits.

No Project Plan

 

Did I mention that I deliver projects without a typical project plan?
This is where I lose the traditional project managers, actuaries and those who like black and white. 

My projects have objectives, tasks, deadlines and quotes but I work with clients to simultaneously deliver value in an integrated approach while employing risk arbitrage.

At the end of the week we determine where we are, where we must go and the balance of work.

We simultaneously design, build, train and tune because we employ off-the-shelf software with a flexible User Interface.

Sound fantastical?

Maybe, but I have plenty of references in Canada and the US.

Can I do that too?

Yes, use Risk Arbitrage.
I discovered this unique risk relationship by accident while delivering Microsoft based analytical solutions 5 years ago.

On the other hand if I was not a story teller and fully recovered accountant I wouldn’t have noticed.

 

 

Out of Synch Analytics Hurt

Competing on Analytics is a common refrain in the executive suite but when analytics get out of synch, they hurt.

The most critical disconned happens when numbers and stories get out-of-synch.

SpeedSynch keeps numbers and stories in synch and with common Microsoft technology–GEMINI and FAST.

Visit us to see how we use Microsoft’s GEMINI to synch numbers and FAST ESP search to synch stories.

Cheers,

Nick Trendov www.adscenario.com www.neuropersona.com

Mergers and Acquisitions

In the experience of our clients understanding where you are and where you should go or measurement is the largest single obstacle to success when involved in a merger, acquisition or new product introduction.  This measurement challenge may be addressed in many ways though these three topics are usually top of mind:
  1. Product and Content Value
  2. Customer Behaviours and Demand
  3. Community Alignment, Exchanges and Ideas 
Teeter-Totter 

Alignment requires a flexible way to accommodate multiple perspectives, and successful alignment requires speed.

Teeter-Totter

Teeter-Totter

One way we describe alignment is by using a Teeter-Totter analogy where one side represents the capacity to deliver products or CAPACITY and the other side represents customer DEMAND.   When demand is high the teeter-totter goes to the ground or overwhelms the capacity to deliver the products demanded and when product capacity or inventories are too high the product side of the teeter-totter is on the ground and the customers are overwhelmed by over supply.  

Tactical business intelligence for Mergers, Acquisitions or New Product Introductions is effective only if it helps align the capacity to deliver with the customer demand. 

Value of Perspectives

Value of Perspectives

These are some of the perspectives that we support:

IT Perspectives

  • Application Migration or Upgrades
  • Reports and Analysis Backlogs

Business Perspectives

  • Merger & Acquisition Activity that requires changing a business model
  • New Product Introduction that requires changing how to measure performance

Tactical Business Intelligence for Mergers and Acquisitions

New Product introductions, Mergers and Acquisitions require bursts of innovation to align Capacity and Demand to successfully serve new and constantly changing customer behaviours and requirements.

SpeedSynch is a cross-application and cross-channel content BRIDGE and a FLYWHEEL that converts perspectives of numbers and stories to high value innovation bursts to facilitate Product and Customer value alignment.

We exploit CRM, Predictive Analytics, Idea Markets, and Neuropersona platforms for New Product introductions, Mergers and Acquisitions.

The best part of our unique approach is that it can be deployed before starting the hard work of a Merger or Acquisition and you don’t have to wait to replace or adapt multiple IT systems.  New product introductions offer similar challenges and the SpeedSynch BRIDGE+FLYWHEEL value bursts are brilliantly effective when put in place before the new product introduction to facilitate critical changes in the first three months of an introduction.

Bridge 

We can bridge data and KPIs in virtually all of our customer solution deployments and at a financial services company this was done by overlaying ADP data streams onto sales, CRM and other transactional data streams to create unique value.

SpeedSynch BRIDGE+FLYWHEEL Innovation Burst

SpeedSynch BRIDGE+FLYWHEEL Innovation Burst

BRIDGE Overlays Cross-Application or Cross-Channel Data and KPIs

1. Cross-Channel or Cross-Application Analytics Bridge

  • net-zero investment as we strip reporting costs from any transactional application
  • we deliver context to leverage application value or leverage prior application investments

2.  Market or Business FLYWHEEL 

  • New Product Introductions or Mergers & Acquisitions or Catastrophic Market Event
  • help client adapt brilliantly fast to market change with Innovation bursts

SpeedSynch allows the business to see data from their own perspective, either internally or externally. 

In Mining success is typically driven by the opportunity in the ground and assessed with a business case that typically includes a forecast of mining capacity and expected yields

 The SpeedSynch platform may be deployed to deliver multiple perspectives of capacity, yields, production costs and supports the management of variances and money flows. 

Scenario Analysis creates opportunities to leverage SpeedSynch in mining and provides insight to commodity pricing, inventories, and market health to help create a plan before the variances get out of hand instead of waiting for the financial systems to provide insight.  When the numbers hit the ledger it is too late to adjust.

We can quickly illustrate how SpeedSynch delivers value to Commodity Traders, Marketers, Operations or Production executives.

Alignment of CAPACITY and DEMAND creates value for our clients after we deploy SpeedSynch.

Cheers,
Nick

SpeedSynch creates free value for Customers and Project Teams

SpeedSynch creates free value for Customers and Project Teams

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