January 7, 2019

How to Optimize Instagram Direct Message for Your Business!

In today’s day and age, “sliding in the DMs” is such a common phrase.

Optimizing Instagram Direct Message for Your Business!

So known in fact that it’s a negative connotation! Sliding in the DMs would mainly refer to trying to talk to your local Insta hottie and seeing if you’d want them to come over and “Netflix and Chill,” with you…. but that’s a story for another day.


Optimizing Instagram Direct Message for Your Business!

I’m here to tell you that using Instagram’s Direct Message is a great thing, and should be used entirely to nurture your leads and execute on your sales pipeline. Today we will Learn How to Optimize Instagram Direct Message for Your Business!

Our partners at HubSpot define lead nurturing as “The process of building relationships with your prospects with the goal of earning their business when they’re ready”.

Using the Direct Message feature on Instagram makes it easier for your business to capture inbound leads and turn them into sales in a jiffy.

Here’s an overview of the 4 topics I’ll be addressing — scroll down for more context.

Lead Generation

  • By using Instagram (link) posts and stories to show off your business, direct messaging the people who engage with your content can be extremely valuable to generating quality leads

Sales Execution

  • Knowing your sales pipeline in relation with your DMs will give your business the ability to close at a high clip


  • Regardless if that contact doesn’t become a lead, you can still add them to your contact list for collaboration and referrals


  • Now that your content team understands the importance of connecting with their ideal persona, they’ll take the time to produce content that provides value to your future customers

Learn more about these topics below!

Lead Generation

optimizing instagram

Of course, we’ve used Instagram in its entirety for our personal use, so why don’t we use it for new business? Quite possibly, like most professionals, they’re afraid of being too “unorthodox” in their outreach.

To which I say, they’re simply afraid of taking the chance to be successful. They’ll never go for it!

Kevin Gibbons with State of Digital sums it up well, “Everyone wants to be innovative, but no one wants to make mistakes – those two things don’t go hand in hand.”

Us digital marketers are always looking for new ways to be successful, but how can we find success in new areas if we’re afraid to fail in new avenues of business?

The answer is…we can’t!

Not to be clique…but did Jordan stop when he got cut from his high school basketball team, or Edison when he found 10,000 ways not to make a lightbulb, even Elvis didn’t quit when he was told he “couldn’t sing.”

If they can do it, you can do it.

Here is a step-by-step process on how to get more leads via Instagram DMs for your business! 

  1. Post an engaging post/story on your Instagram timeline that drives engagement
  2. From the engagement shown on your content, determine which genuine profiles match your ideal persona
  3. Compile a list of all the profiles that fit your ideal persona criteria for this one specific post
  4. Once you have a detailed list of profiles, start contacting them via Instagram DM! Your script should mirror something like this:
  • “Hi! Thanks for liking our picture. What did you like most about it”
  • “Do you have any questions on our new offer we’re giving out this week”
  • “What do you think our team could do to make our profile better for you?”

Pro Tip: All of these scripts will give you data that your lead gen team can use for future business, and more importantly, the person you’re talking to gets the genuine vibe that you truly care for them and their opinion.

  1. Once you’ve received feedback, you can start implementing changes in your lead gen strategy to generate a higher conversion rate!

Check out our video showing you how to engage, and monetize leads with Instagram.



Sales Execution

This is where the fun begins.

Finally, you have compiled a proper list of your future customers. Now…it’s time to put that to use!


At this point in the HubSpot Sales Process  your future customers should be in the Consideration Stage. They understand what your company does and who your audience is. The lingering questions they’re now faced with are…why should they buy from you? Do they even have a problem for you to solve?

Now depending on each customer, this is different. It’s important to continue to use the power of Insta DM to help with this.

So what’s next? You’ve gotten their attention, whether they replied back to your lead gen strategy or not. The next steps are essential to creating a solid pipeline.

Here’s what you need to do…

Track their future engagement

  • Make a mental note on who continues to like and comment on your content, and who simply only liked your post once out of curiosity. This is where you find your true audience

Those who continue to support, thank them!

  • You don’t have to go all salesy yet…first thank them for the consistent support and love on IG! Without them, your page wouldn’t have the popularity it does today. Take the time to thank them.


  • After thanking them, make sure you follow up with questions like “Do you have any questions on our current products? Have you been involved with *Your Niche* for a while now? Do you love it? What problems do you have now?”

Empathy first

  • Once you find out about the person and their likes/dislikes with your industry, empathize with them! Tell them you’ve been in their shoes and that’s why you took the time to develop a product that does everything you need it to! Now…you need to understand you’re playing with fire. If you come off as fake, you could be blocked and even go as far as receiving a bad review on Google! Always be sure to act genuine and take an interest in what your future customer is saying. After all, like your Instagram popularity, where would you be without your paying customers?  Nowhere!

Then Cash the Check

  • Now that you’ve built a strong relationship with your future client, you know their likes/dislikes, hobbies, you’ve arranged to get drinks this week and also be the best man in their wedding…kidding of course. The connection doesn’t have to be that dep obviously, but the more you’re connected with them, the better. Finally, this is where you ask to schedule a meeting, give them a promo code, ask them when they think they’d order your magnificent beauty cream, etc! This is where you go in for the kill and cash the check. Going in for the kill isn’t the right phrase…the better phrase would be to help them with whatever problems they had to begin with! Bingo!

Use these helpful tips and you’ll be on your way to Insta DM sales heaven! 



Now sadly, sales aren’t all that glamorous as we know. You get told “no”, “I’m not quite ready”, “I need to talk it over with the husband” too many times to count.  You’ll accept the sad reality that most people won’t buy your product..and that’s ok! It’s not that you or your company are bad people, those people simply don’t need your product! They already have a solution to the problem you’re trying to solve, and they’re happy with it. Sure, you can keep trying to convince that person your product is better, and it might be, but at the end of the day, it’s what the customer wants, not you.  At the end of the day if you still have no sales, don’t walk home defeated! Look for the opportunity in failure. One of the biggest parts of the business is networking. Use your failed sales attempts to turn the business relationship into a casual one! Add them on Insta! Facebook? Sure! Twitter? Oh yeah, meme city! The more people you know at the end of the day, the better. Why? Because they can refer you to people that could possibly want to buy from you! Ultimately, your network is your net worth…so make new friends! Using Insta DM is so easy because you don’t even need to talk to people face-to-face! So from those introverts out there, I don’t want to hear it. There are no excuses!

Take it from J.K. Rowling in this Huffington Post article, who talks about the possibility of Harry Potter never having been written!   

“I had been writing almost continuously since the age of six but I had never been so excited about an idea before. To my immense frustration, I didn’t have a pen that worked, and I was too shy to ask anybody if I could borrow one.”  -J.K. Rowling

Despite your own fears…there is always a way to grow your network, even if you’re shy.



Now throughout this article, I’ve talked about a lot of things that you can do to connect with your customer. What’s better than that? Giving your customer something…for free! That’s what your company is doing with each Instagram post and story you send out. First and foremost, the value is your top priority whenever you post. If your first inclination is to think about how many sales you’ll get from this new post, you’re not thinking for your customer, you’re actually being quite selfish. The true way to “get sales” is to actually provide valuable content to your customer. Whether that’s a podcast, quote, cool design…make them love what you post! Help your audience in the industry you’re in! It’s simple..if they have a with them to help them solve it! You’ll be going the extra mile with them and providing them with actual help instead of asking with your palm out what the CCV of their card is. In fact, if you overemphasize and triple-down on providing value…the leads and sales will take care of themselves!

Just to review…here are the 4 topics I mentioned to optimize your business!


Lead Generation

  • By using Instagram posts and stories to show off your business, direct messaging the people who engage with your content can be extremely valuable to generating quality leads

Sales Execution

  • Knowing your sales pipeline in relation with your DMs will give your business the ability to close at a high clip


  • Regardless if that contact doesn’t become a lead, you can still add them to your contact list for collaboration


  • Now that your content team understands the importance of connecting with their ideal persona, they’ll take the time to produce content that provides value to your future customers

To those who made it to the end, thank you!!!


My name is Sean Boyle, Sales & Business Development Manager at  Momentum Digital. Follow me on LinkedIn and Instagram for more information. Leave any comments and questions below for more details!

August 27, 2018

Small Business Saturday Philadelphia- Dolce & Caffe

Small Business Saturday Philadelphia: Dolce and Caffe

This week Small Business Saturday Philadelphia, Momentum Digital’s Mac Federick sat down with Calogero Zito to talk about Dolce & Caffe , a  cozy Italian cafe nestled on 2nd Street in Philadelphia. Everyone needs a go-to coffee shop to work, meet up with friends, or simply relax and Dolce & Caffe has all your coffee aesthetic needs. The generations of Italian experience has built up to mouth-watering gelato, panini, cannoli, and simple bites. Beside their decadent treats, don’t forget to enjoy their Lavazza Coffee and premier espresso bar.

After moving from Italy to America five years ago, Calogero knew that the first thing he wanted to do was open an authentic espresso bar. He fell in love with the location and beauty of Northern Liberties and decided that after looking around Philadelphia, that it would be the perfect place to start his cafe.

Nothing beats the originality, authenticity, and delicious Italian imported ingredients that make Dolce & Caffe pretty much unbeatable. The menu is limited but the quality is beyond amazing with melt in your mouth pastries, fresh sandwiches, and amazing espresso. It is the perfect location to start your day, take a lunch break, or treat yourself for dessert.

Transport yourself from the U.S to Italy by experiencing a truly European-styled caffe. Expand your palate through experiencing the finer things with items such as cannolis imported from Palermo and burrata imported from Naples.

Anyone who visits Dolce & Caffe, instantly falls in love. Calogero talks about his regulars who come in for coffee, lunch, dinner, dessert or all three! Don’t forget to follow them on social media, and check out their website. Stop by and indulge in Italian’s decadent treats made by people who know best.

Make sure to check out their Facebook, Instagram, and website to stop by for some delicious goodies and amazing coffee that is undeinably good. 

January 28, 2018

Small Business Saturday | South Fellini

Momentum Digital is back with another episode of Small Business Saturday, where we highlight a deserving company in the greater Philadelphia area. This Saturday we sat down with Johnny Zito and Tony Trov, co-founders of South Fellini in South Philly.

If you know anything about Philadelphians, which I don’t, you’d know that they like to poke fun at the general perception of our city and the people that live here. So, co-founders Johnny Zito and Tony Trov decided to take that and run with it, in the form of hilariously ironic and sarcastic t-shirts and other apparel.

They certainly didn’t set out to be clothing entrepreneurs, however. In fact, they originally started writing comic books and became very successful, even going as far as to be nominated for a prestigious Harvey Award for their newest comic La Morté Sisters.

Tony and John are also experienced film makers. They both attended Temple University where they studied film and together, produced the horror movie American Exorcism which is set to come out this Fall. Make sure you check out the teaser trailer on YouTube, just make sure to do it during the day, with people around… because it looks terrifying.

With both comics and films comes merchandise, which lead the South Fellini crew to make connections with a local screen printing companies and eventually sparked what is now a full-fledged brick and mortar establishment at 1507 E. Passyunk Ave.

At this South Philly establishment, you’ll find some of the most amazingly ironic Philadelphia based t-shirts and sweatshirts, as well as their new line of hats that just came out late last year. One of my favorites is the ode to the beautiful beaches in North Philly, then there’s also the one they’re probably most famous for which mixes two staples of Philly culture, Wawa and the word “Jawn”…. classic.

You can shop their full line of clothing on their website, but also make sure to follow them on Facebook and Instagram to keep up with the latests gear that is sure to make a statement at any party or social gathering.

Thanks for reading… Until next Saturday!

December 28, 2017

Small Business Saturday | Christmas Village

Momentum Digital is back with another episode of Small Business Saturday, where we highlight a deserving company in the greater Philadelphia area. This Saturday we bring to you a special, holiday edition focused around the annual Christmas Village tradition in Dilworth Park, located under the shadow of City Hall. We met with three companies: La Vie Boheme, Chef Ido’s Sauces, and Amazing Light. Each of these companies offers unique products ranging from healing remedies to children’s arts and crafts.

The original Christmas markets that our current version is modeled after, began in the late Middle Ages. Farmers from the city of Nuremberg in the state of Bavaria, Germany began by selling the last of their crops and in open area before settling in for the the cold, dark winter. This event evolved into what is now the world-renowned Nuremberg Christkindlesmarkt, where vendors from all over the world come to share in the festive atmosphere.

Philadelphians with German roots wanted to bring a similar experience to our city, so they began a branch of this great tradition a few decades ago. It is now one of Philadelphia’s most anticipated holiday events, attracting businesses from all over the east coast to come and display their goods in 1 of the 80 wooden booths setup by the organizers.

La Vie Bohème
An enticing fragrance lead us to our first stop, La Vie Bohème. An artisanal conglomerate comprised of three individual companies, La Vie Bohème is a play on a French phrase that was made popular by the musical Rent.

Samantha, with whom we conducted the majority of the interview, is the founder of MASscarves. While working as a costume designer in 2013, Sam noticed a problem with the amount of waste produced by the fashion industry. She then began thinking of a way to consolidate some of the materials into a functional, yet fashionable piece. Sam simply attached a faux fur hood to a scarf, and viola, MASscarves was born. Soon the custom orders began pouring in. Shop her inventory here, or visit her on Facebook and/or Instagram.

AC Stauble is the second member of the trio, although you may know her as the Traveling Herb Farmer. AC tours the country in her retro school bus, The Butter Bus, brining her all-natural herbal remedies with her. She has variety of products that are meant to soothe and heal your aches and pains. Whether it is something as simple filling your room with the wonderful aroma of a crisp woodland morning, or a rosemary bath salve aimed at promoting healthy skin, it can be found in AC’s repertoire. Check her out on Facebook and Instagram.

Last but not least is Katherine Cooper Sliclen, founder of Stone Cooper, which specializes in handcrafted Bohemian adornments. Created with a conscience and appreciation for quality, Stone Cooper strives to provide distinctive, wearable pieces that tell a story and make you feel your best. Inspired by nature and beauty in the unexpected, it is a collection of meaningful jewels including original designs in silversmithing, casting, beadwork, metal-stamping, wirework, and repurposing. Check out her inventory here, or visit her on Facebook and/or Instagram.

Chef Ido’s Finishing Sauces & Jalma Farms
The second stop on our Christmas Village tour was at an interesting booth once again combing two businesses. The gentleman that was manning the booth was John, a representative of Chef Ido Shapira. Chef Ido has been trained in classic Italian cooking, but found a calling when his Chipotle Pepper Finishing Sauce became a huge hit at the restaurant in which he was Head Chef. Soon after, he enlisted the help of John (his pastry chef at the time) and a few others to start his own company. Now his sauces are wildly popular along the east coast, so much so that they almost ran out of their supply before the Christmas Village came to an end! Check out all of his varieties here, as well as some recipes and suggestions from Chef Ido.

Sharing a booth with the Chef Ido crew was Jalma Farms, a family-owned business that has roots dating back to the 1600’s!! Located in Cap May County in Southern New Jersey, Jalma Farms specializes in growing Beach Plums and Aronia Berries, two fruits that you might not see in your everyday supermarket. Their jams and syrups are made with all-naturally ingredients, meaning fresh fruit and pure cane sugar. In fact, their products contain about half the sugars as typical store bought brands, while still maintaining that delicious taste. Definitely check them out here to see a full list of their products and where they will be popping up next! Also follow on Facebook and Instagram.

Amazing Light
Last but certainly not least we found our way to the booth of Wahid Hamidi and his Amazing Lights. These wonderful and festive lanterns come in a small package and are very easy to put together. They are customizable, so it is likely that no two lanterns are alike. They are perfect for young children or adults that are looking for a way to add a remarkable and dynamic light fixture to their home.

We certainly enjoyed bringing you this first hand look into a few of the many unique businesses that make up the community that is the Philadelphia Christmas Village. Although the current season is drawing to a close, we hope that this will inspire you to visit in 2018 to see even more wonderful and creative small businesses.

Until next Saturday!

November 13, 2017

Full Comprehensive Guide to Shooting, Editing, Stitching, and Uploading a Google 360 Virtual Tour

There is no question that the process of marketing your business in 2017 revolves around high quality content imagery. This shouldn’t come as a surprise to anybody reading this, however, there’s a new player in the game in the form of 360 Virtual Tours. In this video I will take you step-by-step through the process of shooting the photos, editing them, stitching, and uploading the final product to Google Maps.

Now, if you follow our blog, you may remember that I did a brief (and somewhat uninteresting) summary about 2 months ago on the same topic. The purpose of this edition is to go a little bit further in-depth to give you more detail and guidance. I know the video is longer than you might care to watch, however, I try to cover every aspect of the process so that you can get a full understanding.



You’ll first need to start with a sturdy tripod. In the video I make mention of possibly using a mic stand when shooting in tight spaces, however my camera is pretty heavy and the mic stand probably isn’t the best option, as it requires absolute precision and steady hands. We use the Vanguard Alta Pro 263 AB, which at $180 is a steal for the type of quality tripod it is. Really any tripod will do, as long as its level and not too flimsy.

The tripod head that we use is an Acratech Spherical Panoramic head specifically designed for shooting 360 photos. I say this because it comes equipped with a lens ring support which holds the camera in a portrait mode (vertical) instead of the standard landscape (horizontal). There are all types of different heads that can be used. One of the biggest providers of such is a company called Nodal Ninja, which specializes in 360 panoramic photography equipment.

The lens we use is the Sigma 8mm EX DG Fisheye, with an EF mount that is compatible with most Canon and Nikon cameras. Once again, this lens is affordable but also very sharp. Some people choose to go with the Canon 8-15 mm fisheye lens, however I’ve found that they both produce high quality imagery, with the Canon lens coming in at double the price of the Sigma (gotta pay for that brand name).

I’m shooting with the Canon 5D Mark IV… and absolute beast of a camera!


Camera Settings:

In order to have a wide depth of field, I like to keep my aperture at f/8 or f/7.1 at the least. This will ensure that everything is in focus when shooting large areas. These tours are not the time to get creative, we just want sharp, clear images.

Obviously the ideal setting for ISO is 100, to limit noise in dark areas, however you can increase this to 400 if shooting in a dimly lit area. I wouldn’t go much past 400, especially if you shooting on an older camera (newer cameras do a better job of maintaining clear images even in high ISO settings).

From there, you’ll just want to adjust your shutter speed as you see fit. Shooting indoors with a high aperture most of the time means your image will be very dark, so that means you have to slow down the shutter to allow more light to enter the sensor. I normally find that a ½ second shutter works best at f/8 and 400 ISO. Just remember, shutter speed is the variable that you should adjust last after setting the first two. Since the camera is on a tripod, you don’t have to worry about camera shake.

Most cameras have an option to select bracketed images or High Dynamic Range (HDR) capabilities, so I would strongly suggest using this function. If they do not, and you would still like to manually take bracketed photos, you will need to adjust your exposure by 2 stops in between each pictures. So that means taking photos at -2 Ev, 0, and +2 Ev. That’s a pain in the butt though so I hope it doesn’t come to that.

One more important tip to set your camera to a 2 second delay. This will ensure that you don’t accidentally move it when pressing the shutter button.


Before You Start

Since these photos are going to be uploaded to Google Maps, it is a good idea to get a general sense of the space online before you go. I simply pull up Google Maps and either print a copy of the surroundings to take with me, or take a mental note of how the building is laid out. This may include where entrances lie, nearby roads, and also any other companies that are in the same building.

You’ll need to make sure you shoot in straight lines. This means no walking through walls, furniture, or cutting corners. Unfortunately, sometimes this leads to panoramas that are very close to each other, especially in residential real estate. Always go through the space and mentally map out your shots before you start shooting!



Once you have everything in order, this is the easy part! Simply pick your first location, set your camera according to my guidelines above, and start shooting.

You’ll want to be very careful not to bump or move your tripod while shooting, as this will shift the nodal point and cause MAJOR problems later in post production. If some sort of disruption does occur, it’s a good idea to start that set of photos all over again. Move from spot to spot and try your very best to move in straight lines.

Editing the Fisheyes

So once you’ve finished shooting each location (for this tutorial I shot from 6 locations in the main lobby) you’ll want to make sure the numbers add up. What I mean by this is that if you find any discrepancies in how many photos you shot versus what the numbers should add up to, you’ll realize you may have missed one. For example, I know each time I take a photo on HDR mode, my camera is going to give me four images (three RAW files and one JPG). Since we take photos in four directions, that means you should have 16 photos per location. I shot six locations, so that means I should have a grand total of 96 images. Now if I look and see that I only have 92, it tells me I accidentally missed one set of images. Hopefully this never happens to you, but it’s always a good idea to check before you get too far and realize you screwed up.

So once you have the numbers right, you’ll want to import the JPGs into Adobe Lightroom or some other sort of photo editing software. From here, you can make simple adjustments to exposure, white balance, highlights, shadows, etc. Now is not the time to get creative with tone curves and things of that nature. Just make sure the photos are well lit and there aren’t any areas (such as looking outside on a sunny day) that are way over exposed.

You can edit one photo, highlight it, go to the last one and Shift click on it to select all the photos. Simply hit Sync and the color correction will be applied to each picture. You may need to go back through and make sure this makes sense though, especially if shooting in multiple rooms with different lighting.

Once the coloring is adjusted to your liking, highlight all and go to File> Export. From here it is a good idea to create a separate folder titled “Ready for PTGui” or something like that, so that your photos are easy to find for the next step. You’ll also want to make sure you choose “Custom Name – Sequence” in the export window.


The software program we use is called PTGui. It is specifically designed to auto-stitch fisheye photos and create panoramas, without much stress on the user. Once you open the program it should give you the option to “Load Images.” Click that button and select the first four fisheyes from the folder you just exported them to. Once they load, select the Crop Tab and adjust the dashed circle so that it is positioned right along the border of the photo. It is a good idea to look at the values on the right hand side, so that you can input these into the next set of photos and keep the size uniform throughout.  

Once you have cropped the images, simply click Align Images. If you were very careful while taking the initial photos, the software should seamlessly stitch the fisheyes into a panorama. If at any point, there was a shift in perspective and the stitching is not perfect, you’ll need to add Control Points… manually adding Control Points is extremely tedious and frustrating, so I’m not going to get into that right now.

To see if you have a successful stitch, you can go to Project> Optimize. This will bring up the Optimize Results window which gives you several values to determine whether or not you need to go back in and adjust any Control Points. For the average control point distance, a value between 0 – 1.8 is very good. You want to keep the maximum control point distance below 10. The Results should say “very good” if you performed the shoot correctly.

Once you achieve a “very good” result, select Create Panorama on the Project Assistant page. From here you can click on “set optimum size” and set the quality to 100%. You’ll want to create a new folder titled “Ready for GoThru” and select that as your output location. After you choose the output settings, go ahead and click Create Panorama and watch the magic happen.

Repeat these steps for each set of four fisheyes.


Connecting and Uploading

For this next step, you’ll need to create a Google account if you don’t already have one.

The software we use for laying out and uploading the Virtual Tours is called Once on the site you’ll be prompted to sign into your Google account. On the Dashboard there are plenty of tutorials and added features that should give you a good idea of how to use the program. Under the Constellations tab you can begin to create your tour.

Click on Create New Tour at the top of the page. This will take to a page where you can enter a location or use a CID number. If the business does not have a Google My Business page, they will not show up here and therefore you cannot upload a tour. In this day and age, most businesses do have a GMB page. Pick a location, and click Create New Tour at the bottom of the page.

Once the page has loaded, select Upload Panoramas then click and drag the files from the folder “Ready for GoThru”. After you’ve finished the upload, you’re ready to start laying them out.

Next go to Moderate. This is where mapping out the location before you shoot comes into play. If you took the time to look at the business on Google Maps before hand, and you were conscious of that while shooting, you should have an idea of how the panoramas should be laid out. Select the first panorama and drag it into the Main window. Take the second pano and drag it into the Overlay window. Make sure geographically it makes sense how they are positioned in the top left window, which mimics Google Maps.

You can adjust the arrows by clicking on the small + sign by the pano in the Maps window, and dragging it to the point where it points in the correct direction. Simply click the arrow on the Main Viewer window to connect the two panos. Repeat this process for each location until each pano is connected accordingly. (Note: its is much easier to watch the video to understand this part)

You can click the little eyeball in the top right corner to preview your tour. If you’re happy, save your work and exit the Moderate window. Once you have finished Moderating, you’re ready to upload. Simply click the red Google button on the top right of the Tools page. This will take you to the Publish page where you can just click Upload to Google and you’re all done!!

It will take anywhere from 24-48 hours for your tour to show up on Google Maps, but after that, it’s there forever!


There are certainly more intricacies to the process than this general overview, however I have laid down the groundwork from start to finish on how these immersive Virtual Tours are created. Here at Momentum, we know these tours are the future of marketing and advertising and we are proud to be on the forefront of this technology.

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