1. technology and computing
2. internet technology
3. social network

Social Networking
Session Presented By
Communal Conversation: How to Catch
Something from Somebody Else
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Evolution of Social Networking
Today’s Marketplace
Social Networking Today
Tools & Tips
Measurement
Social Networking Exercise
Conclusions & Takeaways
Doug Dome
President
[email protected]
Lisa Kovner
Principal
[email protected]
Introductions
• About Doug Dome
• About Lisa Kovner
• About You
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Name
Current responsibility
Professional background
Something personal
• Favorite color
• Birth month
• Hobby
Ice Breaker
• Interest links
– Color
– Birth month
– Hobby
Preview
• What we’re going to do today
– 9:00-10:30
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Introductions/exercise
Evolution of Social Networking
Today’s Marketplace
Social Networking Today
Tools & Tips
Measurement
– 10:30-10:40
• Break
– 10:40-12:00
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Exercise Assignments
Exercise Presentations
Conclusions & Takeaways
Q&A
What’s Up?
• What’s your objective in attending today’s
workshop?
– One problem to solve or takeaway
• How many of you…
– are currently active on social networks or virtual
worlds?
– haven’t personally engaged in social networks or
virtual worlds?
– use data file sharing or part of a file sharing
community?
– use social networking for your brand?
Evolution of Social Networking
Evolution of Social Networking
Evolution of Social Networking
• Social networking defined
– A social structure made of individuals that are tied by one or more
types of relations
• Shared interests
• Problem solving
• Dream fulfillment
• Financial
Evolution of Social Networking
• Guanxi
– Personal relationship between two people where one is
able to exert influence in exchange for a service or favor
• Dunbar’s Rule of 150
– Robin Dunbar, British anthropologist
– People can track relationships with up to 150 others
– Popularized in Malcolm Gladwell’s The Tipping Point:
How Little Things Make A Big Difference
• Social capital
– If you link to two people who are not linked you can
control their communication
– Originated in 1967
– Gained popularity in the 1990s
Evolution of Social Networking
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It’s human nature
– People will network with or without you
– People will say what they want
– People will talk when they’re passionate about the
brand experience
• Create a community to
– Solve a problem
– Facilitate a personal interest
– Fulfill a dream or fuel a passion
Evolution of Social Networking
Today’s Marketplace
Today’s Marketplace
• A New Branding Paradigm, Online and Offline
– Technology changing marketing and markets
• Persuasion: old model
• Interaction: new model
– "Push versus pull"
• Marketers cannot simply push product at consumers
• They need to pull consumers to products.
– Understand consumer behavior online
– Responding to the consumers performing those
behaviors in real-time
– To qualify consumer targets, must have interaction
technologies that scale
• Promote the experience, not the product
Source: Joseph Carrabis, iMedia Connection, 10/20/06
Today’s Marketplace
• Integration of offline and online no longer optional
• Need for both offline and online
– 90% of WOM still happens offline
• 18% of WOM on phone
• 72% of WOM face-to-face
Source: AdvertisingAge, 12/4/06, ―Word of mouth: The real action is offline‖,
Keller Fay Group, Time, 4/23/07
Today’s Marketplace
• A New Branding Paradigm, Online and Offline
– How to change push to pull?
• Quit asking consumers to equate product with desired
outcome
• Invite consumers to equate desired outcome with product
– Exchange of ideas, not the promotion of product
– The market has shifted to demand and supply
• Consumers’ make highly educated demands to learn
whether or not suppliers measure up
Source: Joseph Carrabis, iMedia Connection, 10/20/06
Today’s Marketplace
Advertising and marketing is a co-creation
process in which a brand can have a meaning it
wants to convey through advertising, but
consumers create that meaning when they see
the brand in a context that generates meaning.
Source: Joe Plummer, Advertising Research Foundation
Today’s Marketplace
• Content Replaces Communications As Primary
Web Use
– Internet users spend nearly half their online time (47%) visiting
content
• 37% increase from 2003
– Why?
• Internet is more accessible, and much faster
• Increased popularity of video
• Improved search helps consumers find what they want—fast
• The Web offers far more content than even four years ago
• Rise of instant messaging (IM) as a key communications tool has
been a factor in communication's reduction in share of time
– IM is more efficient than email
Source: Online Publishers Association
Today’s Marketplace
• Content Replaces Communications As Primary Web Use
Today’s Marketplace
• Why companies crave WOM
– Consumers influenced by people, not ads:
• Own Experience
72%
• Friends or family
56%
• TV ads
10%
• Newspaper ads
9%
• Radio ads
6%
(Percentage of people reporting
influence)
Source: Forrester Research, Time, 4/23/07
Today’s Marketplace
• 39% of online searchers who are influenced by offline
channels ultimately make a purchase
Source: iProspect Offline Channel Influence on Online Search Behavior Study
conducted by JupiterResearch, 8/6/07
Today’s Marketplace
• 67% of online searching driven by offline
channels
Source: iProspect Offline Channel Influence on Online Search Behavior Study
conducted by JupiterResearch, 8/6/07
Today’s Marketplace
• Daily online searchers impacted more by offline
Source: iProspect Offline Channel Influence on Online Search Behavior Study
conducted by JupiterResearch, 8/6/07
Today’s Marketplace
• Half of All Web Viewers Watching What The
Other Half Has To Say
– 51% of consumers are watching/reading personal
content created by others
• 71% of Millennials do the same
– 55% of Millennials and 42% of Xers read blogs
– 62% of Millennials and 41% of Xers watch YouTube or
other video streaming sites
– 40% of consumers create their own entertainment
– 56% of Millennials create their own entertainment
– 25% of Matures create their own entertainment
*Source: Deloitte's 2007State of the Media Democracy Survey
Today’s Marketplace
• Internet is surging in popularity
• Traditional media, including TV, magazines and
books, remain deeply engaging to all generations
– 79% of all consumers discuss their favorite TV shows
– 38% that discuss favorite websites
– Almost two-thirds (66%) state the best use of the DVR
is the freedom to watch shows on their own schedule
– 72% enjoy reading print magazines, a proportion that's
consistent across the generations
– 23% expect to spend more time reading books this year
• A slightly larger percentage expects to spend more time
hanging out with family and friends
*Source: Deloitte's 2007State of the Media Democracy Survey
Today’s Marketplace
• Cell phones are surging as entertainment devices
– 46% of Millennials embrace their cell phones as an
entertainment device
– 57% of all consumers text with cell phones
• 84% of Millennials text
– 56% of all consumers take photos with their phones
• 37% of Matures take pictures
Source: Deloitte's 2007State of the Media Democracy Survey
Today’s Marketplace
• When it comes to advertising, print prevails over
the Internet
– 64% pay more attention to print ads than those online
– Xers are most responsive to online advertising
– 28% of consumers would pay for online content to avoid
ad exposure
– 76% of all consumers find Internet ads more intrusive
than print ads
Source: Deloitte's 2007 State of the Media Democracy Survey
Today’s Marketplace
• Search engines and word-of-mouth are most
effective in driving traffic to an Internet site
– 84% of all consumers visit a website through a search
engine
– 82% visit a site because of a personal recommendation
– 87% of all consumers continually frequent the same
sites
– 56% are constantly in search of something new
Source: Deloitte's 2007 State of the Media Democracy Survey
Today’s Marketplace
• Millennials boldly embrace new technologies,
entertainment platforms and communication tools
– integrated platforms
– portable media
– "all-in-one" devices
• Connect home TV to the Internet
– 64% of Millennials
– 20% of Matures
– 48% of all consumers
Source: Deloitte's 2007State of the Media Democracy Survey
Today’s Marketplace
• All-in-one devices
– 57% of Millennials
– 37% of Xers
• Migrate content to any device they own
– 60% of Millennials
– 45% of Xers
Source: Deloitte's 2007State of the Media Democracy Survey
Social Networking Today
Social Networking Today
• Ad spending on social networking
– $865 million in 2007
• Fast Company, 4/07
– $1.8 billion by 2010
• eMarketer, 9/2007
• Ad spending on UGC sites
– $4.3 billion by 2011
• eMarketer, 9/2007
Social Networking Today
• Monetization gap
– Ad revenue vs. page views
• Yahoo & MySpace have same page views
• 2007 ad revenue:
– Yahoo: $5 billion
– MySpace: $200-$300 million
Social Networking Today
• US marketers plan to use social networking
– 48% in 2007
– 38% in 2006
• Locating influencers is a tough online challenge
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Traditional media
UGC
Social networks
12 million blogs in the United States alone
Source: JupiterResearch
Social Networking Today
• Where social networks are growing
– Real-life events among power users of social networks
• MySpace
• Second Life Community Convention
– It’s getting older
• Facebook
– Now only 30% of users have college ID
• MySpace
– Early 20s to early 40s
• Eons
– Social network for 50+
Social Networking Today
• Where social networks are growing
– Rise in niche communities
• Natural evolution of growth
– Automotive—Mini Owners’ Lounge, Dale Ernhart’s
parkinglot.com
– Professional—Intuit and jumpup.com
– Health—Nike+ digital hub for runners
• Genuine interest
– Virtual worlds—3D social networks
• Second Life
• Barbie Girls
• Which has more active users?
Social Networking Today
• Targeting
– Audience driven
• Persuasion model based on demo- and psychographics
– Content driven
• Interactive model based on social technographics
and behavior
Social Networking Today
• Behavioral Targeting
– Synergy between behavioral targeting and social
networking
– New technologies make it easier to reach people further
down ―the long tail‖
• Lower CPMs and CPCs combined with readily
available social network inventory=―ROI pot of gold‖
• Niche publishers at the end of tail benefit
Social Networking Today
• Social Technographics
Social Networking Today
Best of the Web 2007
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UNIQUE AUDIENCE: 16.5 MILLION
AUDIENCE GROWTH: 110%
WEB PAGES PER PERSON: 299 (UP 26%)
TIME PER PERSON: 1:07:56 (UP 24%)
LAST YEAR’S HOT LIST RANK: 10
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UNIQUE AUDIENCE: 59.7 MILLION
AUDIENCE GROWTH: 30%
WEB PAGES PER PERSON: 606 (UP 20%)
TIME PER PERSON: 2:38:14 (UP 40%)
LAST YEAR’S HOT LIST RANK: 2
3
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UNIQUE AUDIENCE: 51.4 MILLION
AUDIENCE GROWTH: 162%
WEB PAGES PER PERSON: 56 (UP 51%)
TIME PER PERSON: O:43:50 (UP 57%)
LAST YEAR’S HOT LIST RANK: 1
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UNIQUE AUDIENCE: 9 MILLION
AUDIENCE GROWTH: 101%
WEB PAGES PER PERSON: 9 (UP 125%)
TIME PER PERSON: 0:13:01 (UP 212%)
LAST YEAR’S HOT LIST RANK: 4
Source: AdweekMedia Digital Hotlist
Social Networking Today
Best of the Web 2007
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UNIQUE AUDIENCE: 13.8 MILLION
AUDIENCE GROWTH: 2 8 %
WEB PAGES PER PERSON: 15 (UP 7%)
TIME PER PERSON: 0:11:20 (UP 21%)
LAST YEAR’S HOT LIST RANK: NEW TO LIST
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UNIQUE AUDIENCE: 2.5 MILLION
AUDIENCE GROWTH: 253%
WEB PAGES PER PERSON: 16 (UP 33%)
TIME PER PERSON: 0:10:31 (UP 75%)
LAST YEAR’S HOT LIST RANK: NEW TO LIST
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UNIQUE AUDIENCE: 1.9 MILLION
AUDIENCE GROWTH: N/ A*
WEB PAGES PER PERSON: 6
TIME PER PERSON: 0: 06: 19
LAST YEAR’S HOT LIST RANK: NEW TO LIST
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UNIQUE AUDIENCE: 5.4 MILLION
AUDIENCE GROWTH: 2 3 %
WEB PAGES PER PERSON: 23 (UP 35%)
TIME PER PERSON: 0:09:00 (UP 50%)
LAST YEAR’S HOT LIST RANK: NEW TO LIST
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Source: AdweekMedia Digital Hotlist
Social Networking Today
Best of the Web 2007
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UNIQUE AUDIENCE: 13.8 MILLION
AUDIENCE GROWTH: 2 8 %
WEB PAGES PER PERSON: 15 (UP 7%)
TIME PER PERSON: 0:11:20 (UP 21%)
LAST YEAR’S HOT LIST RANK: NEW TO LIST
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UNIQUE AUDIENCE: 2.5 MILLION
AUDIENCE GROWTH: 253%
WEB PAGES PER PERSON: 16 (UP 33%)
TIME PER PERSON: 0:10:31 (UP 75%)
LAST YEAR’S HOT LIST RANK: NEW TO LIST
Source: AdweekMedia Digital Hotlist
Social Networking Today
• Demographic makeup of site
– More than 100 million member profiles (August 2006)
– Hundreds of thousands of new member profiles are
created daily
– More than 3 million artists and bands use MySpace
• Promote albums
• Engage fans
Social Networking Today
• Ad impressions and unique visitors
– Second ranked web domain in terms of page views
– There were more than 55 million unique visitors (July
2006)
– No. 6 most popular site on the web
– 30 billion page views in the month
• Second only to Yahoo!
Source: comScore Media Metrix, July 2006
Social Networking Today
Brands that make their mark…
Jack in the Box
www.myspace.com/jackbox
Number of friends: 164,802
Features
• Traditional layout
• Not overly customized
• Jack's "About Me" section
– A well-produced video by
Jack in the Box featuring his
opinion of kids pictures
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He doesn't take himself (or
his competitors) too seriously
– Challenges Ronald and The
King to a no-holds barred
cage match
Source: Nanette Marcus, iMedia Connection,8/30/06
Social Networking Today
Brands that make their mark…
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Nike Soccer
www.myspace.com/nikesoccer
Number of friends: 43,000
Features
– Joga TV, where hardcore fans to
watch soccer clips
– Joga Community, a social network just
for ―ballers‖
– Forum for all things soccer
– Users create a soccer crest that they
can printed on Nike products
– Link to buy featured jersey
– Soccer schedule for national games
– Link to join in the local Joga soccer
tournaments
– Link to a blog about American Soccer
Source: Nanette Marcus, iMedia Connection,8/30/06
Social Networking Today
Brands that make their mark…
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Honda Element
www.myspace.com/hondaelement
Number of friends: 43,159
Features
– Link to
elementandfriends.com
– Displays contest finalists'
wallpapers
– Highlights creative from ad
campaign
– Forum for Element fans to
discuss their cars
• names of their Elements
• what they would change
about their cars
Source: Nanette Marcus, iMedia Connection,8/30/06
Social Networking Today
Brands that make their mark…
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Cingular Sounds
www.myspace.com/cingularsounds
Number of friends: 38,108
Features
– Ringtones, answertones, graphics
for featured artists or genres
– Top 10 ringtones
– Link to enter lip-synch battle
– Forum where fans talk about their
favorite photos, artists, ringtones,
etc.
– Link to Cingular's Music ID
program
– a way for users to find out the
name and artists of a song
playing on the radio
Source: Nanette Marcus, iMedia Connection,8/30/06
Social Networking Today
Brands that make their mark…
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Aquafina
www.myspace.com/aquafina
Number of friends: 16,302
Features
– Prominent sponsorship of
independent films
– "MySpace Filmaker" contest
section
– Film festival podcasts
– Forum
– Gallery of pictures for
MySpace/Aquafina-sponsored
concerts, such as Beastie
Boys
Source: Nanette Marcus, iMedia Connection,8/30/06
Social Networking Today
What not to do…
• Wal-Mart
• schoolyourway.walmart.com
– Site looks like a social network
• enables users to create
their own pages
• submit their own videos
to contests sponsored by
Sony and "express their
personalities" by
becoming a Wal-Mart
"hubster"
– Tried too hard to sound like
teenagers but didn’t permit
any actual social networking
Source: Nanette Marcus, iMedia Connection,8/30/06
Social Networking Today
What Marketers Have Learned…
• Keep it new
– Profiles constantly updated get continuous views
• Keep it creative and savvy
– MySpacers take time and craft with their profiles
• Keep it personal
– Personal connections are as important for actual brands as they are in the
"personal brand image" that MySpacers create
• You're known for the company you keep
– The people, groups and brands MySpacers befriend say as much about them as
their profile does
• Small is big
– Users create their own customized niches
– Adapt to increasing fragmentation among young consumers
Source: Irma Zandl, iMedia Connection, 5/31/06
Social Networking Today
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Emerging/Other Social Networks
Buzznet
aSmallWorld
Membership with the most exclusive social networking site
on the web has its privileges. aSmallWorld is an inviteonly space for wealthy jet setters and bold-faced names.
A site for passionate fans who want to spread the
gospel of their taste. Everything is oriented around
voting, rating and ranking pop culture by assigning
"+Buzz" points to things you find relevant.
Source: Drew Neisser, iMedia Connection, 8/1/07
Social Networking Today
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Emerging/Other Social Networks
Gaia Online
Habbo
Gaia Online is Second Life for comic book and
anime fans, complete with pastel lighting, bigeyed avatars, Hobbit huts, fairy wings and
magical wolves. Fantasy role-play is par for the
course.
A Second Life for kids, set in a hotel. Habbo claims
to be a community for teens, but the potty humor
(run the Toilet Marathon!), Mario Brothers-style
avatars and cartoonish, pre-sexual ambiance feels
more like tween territory.
Source: Drew Neisser, iMedia Connection, 8/1/07
Social Networking Today
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Emerging/Other Social Networks
myYearbook
imeem
Everyone's a DJ! Riding on the trend of
personal taste distribution, imeem gives members the
opportunity to share their MP3 playlists, photo
collages and video collections.
An online hybrid of a typical school yearbook (packed
with superlatives, autographs, senior will and
testaments and pictures) and a doodled-upon Trapper
Keeper (covered in cheesy poems, quizzes, popularity
rankings and secret crushes).
Source: Drew Neisser, iMedia Connection, 8/1/07
Social Networking Today
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Emerging/Other Social Networks
Piczo
Similar to CondeNet's flip, Piczo is a photo-collaging
and creativity site where young girls celebrate their
individuality and identity by designing their own
webpage layouts, manipulating photos, adding home
videos, creating speech bubbles in pictures and, of
course rating, and ranking the pages of other girls.
Ruckus
A campus-based music and media-sharing community
offering college students unlimited free downloads from
a music library of more than 2.5 million tracks and more
than 4,000 movies and television programs.
Source: Drew Neisser, iMedia Connection, 8/1/07
Social Networking Today
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Emerging/Other Social Networks
As the first true social networking site for cooking
enthusiasts, BakeSpace.com offers advertisers an array
of ad placement and promotional opportunities on highly
"sticky" pages with content created by and for
BakeSpace.com members.
Unlike other publisher networks that target based on a
"channel" (i.e., an entertainment channel), Date.com
targets specifically by a member's profile attributes.
Source: Kibibi Springs, iMedia Connection, 10/20/06
Social Networking Today
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Emerging/Other Social Networks
Ryze is a leading business networking site,
where members share business advice and
build their networks, leading to sales, jobs
and new opportunities.
7.5 million professionals use LinkedIn to keep in touch
with colleagues, former classmates and other important
contacts;establish a professional presence on the web;
hire candidates and find jobs through people they know
and find and research business partners, clients and
service providers.
Source: Kibibi Springs, iMedia Connection, 10/20/06
Social Networking Today
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Emerging/Other Social Networks
Sconex
A high school social networking site, like Facebook, but with
an emphasis on inner city/urban high schools.
Source: Drew Neisser, iMedia Connection, 8/1/07
Social Networking Today
• Successes
– Mini Owners’ Lounge
– Nike+
– Barbie Girls
• Failures
– The Hub (Wal*Mart)
– Bud.tv
– The Coke Show
Social Networking Today
• Watch list
– The Yard (Sprite)
• Facebook of the cell phone
– SuperDeluxe.com (Turner Broadcasting)
• Lets comedy fans connect
– JumpUp.com (Intuit)
• Geography and industry connections
– Capessa.yahoo.com (P&G)
• Collects data on 18- to 49-year-olds
Social Networking Measurement
• Why is social media so hard to corral and
measure?
– People create influential content that impacts consumer
behavior aren't necessarily the people who claim the
most eyeballs
– An "influencer" may have a small audience from a
numbers' standpoint
• Also have a massive impact on your target
customers' buying habits
Social Networking Measurement
• The recent Nielsen//NetRatings announcement
about the new "time spent" metric
– Shift away from the page view
– The number of hits on a website doesn't necessarily
equal the most value
• SMM differs from traditional marketing
– B2C marketing is only part of the impact
– C2C impact
• Value is created in two paths
– Consumers visit the brand’s custom community
– Consumers who don’t visit the custom
community, but hear about the brand through
their social network
Social Networking Measurement
Metrics of social network analysis
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Quantity
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Betweenness
Closeness
Centrality Degree
Flow betweenness centrality
Centrality Eigenvector
Centralization
Clustering Coefficient
Cohesion
Density
Path Length
Radiality
Reach
Structural Cohesion
Structural Equivalence
Structural Hole
Linking
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Quality
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Quality of recommendation
Captured recommendations
Message weighting
Referrals
Reviews
Tagging
Ad density
Social Networking & SEO
• Similar models-goal for most relevant and
interesting content bubbles to top
• Achieve SEO goals through social networking
strategy
– Get involved with different social networking sites
• Leverage existing sites: MySpace Second Life
• Create your own social network
• Stay Engaged
• Stay relevant, frequently
• Create direct links from well-trafficked pages
Social Networking & SEO
• Build relationships with other well-regarded
community members
– Form informal network
• Don’t give up!
Brand Building with
Social Networking
Promote your brand in new ways
Build buzz with user-generated content
Wells Fargo creates a rich, immersive branded
experience with Active Worlds.
An example of a commercial created by a
Chevrolet customer.
Source: Steve Mulder & Evan Gerber, iMedia Connection, 6/7/06
Brand Building with
Social Networking
Encourage brand loyalty
Help users find what they seek
Netflix enables users to build social networks among family and friends
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Flickr allows users to label or "tag" photos that can then be searched or browed by these keywords
Source: Steve Mulder & Evan Gerber, iMedia Connection, 6/7/06
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Brand Building with
Social Networking
Create consumer trust & confidence
Yub.com creates large networks of virtual friends that share product ratings and reviews.
Source: Steve Mulder & Evan Gerber, iMedia Connection, 6/7/06
Virtual Worlds
• Social networking has evolved from MySpace
and Facebook profiles to real-time interactions
within three-dimensional virtual worlds
– Two Types
• Branded
– Second Life, Kaneva or There.com
• Customized
– Virtual Laguna Beach and The L-Word Island
– Virtual-reality world=metaverse
Source: Adam Broitman and Lauren Driver, iMedia Connection, 4/10/07
Virtual Worlds
• What to do differently?
– Nothing
– Rules of social networking apply
• Offline
• Social networking sites
• Virtual worlds
Source: Adam Broitman, iMedia Connection, 1/10/07
Tools & Tips
• Preparation for marketers
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Skip the banner buys
Don't buy off the rack
Social networking is more than video
Who's your target?
Start counting…everything
Source: Kathy Sharpe, iMedia Connection, 3/23/07
Tools & Tips
• Rules for marketers
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Pick the right community to target
Study marketer behavior on a site
Become a trusted member of the community
Be yourself, and let everyone around you know it
Embrace negative feedback from the community
Source: Robert Murray, iMedia Connection,6/6/07
Tools & Tips
• Social media marketing
– Don’t promote, participate
• Hyper-syndication (Starbucks invites)
– Know your audience and let them get to know you, the
person, not the company
• People speak to people
– Let go
• Listen, learn, talk and mould
– It's a marathon, not a sprint
• SMM=long-term strategy
– Extend your reach
• Widgets (iLike)
Source: Chrysi Philalithes, iMedia Connection, 8/20/07
Tools & Tips
• Making the move to social media
– Know your marketing goals
– Rethink the definition of marketing communications
– Find the influencers
• See beyond the assumed customer base
– Redefine what advertising means
• Take a multi-pronged approach
– Authenticity wins every time
– Know your anatomy
• Thick skin
• Backbone
Source: Rob Crumpler, iMedia Connection, 8/09/07
Tools & Tips
• Presence is not enough
• To capture momentum effect
– Give consumers a way to tell their own stories using the
brand as a reference point
– Give them something to talk about
– Give them opportunities to realize their dreams or
fantasies
BREAK
Social Networking Exercise
• Break into groups
• Develop a social networking program
– Integrate multiple disciplines
– Use online and offline environment
– Be prepared to present brief overview
Social Networking Exercise
Conclusions & Takeaways
Q&A
THANK YOU!
Social Networking
Session Presented By
Communal Conversation: How to Catch
Something from Somebody Else
•
•
•
•
•
•
•
Evolution of Social Networking
Today’s Marketplace
Social Networking Today
Tools & Tips
Measurement
Social Networking Exercise
Conclusions & Takeaways
Doug Dome
President
[email protected]
Lisa Kovner
Principal
[email protected]