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The Good, the Bad and the Ugly of Electronic Communications Download Slides at: www.danavan.net/wspra

The Good, the Bad and the Ugly of Social Media and e-Communications

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Dana VanDen Heuvel is a widely recognized expert whospeakes regularly on blogging, podcasting, RSS, Internetcommunities, interactive marketing trends, and bestpractices. This morning’s keynote will address the good,bad and ugly of today’s electronic communications. Planto leave this session armed with the knowledge of howto effectively use electronic communications to createmeaningful relationships in your community.

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Page 1: The Good, the Bad and the Ugly of Social Media and e-Communications

The Good, the Bad and the Ugly ofElectronic Communications

Download Slides at: www.danavan.net/wspra

Page 2: The Good, the Bad and the Ugly of Social Media and e-Communications

Dana VanDen Heuvel

Dana is the founder of The MarketingSavant Group and a widely recognized specialist in emerging marketing technologies such as blogging, social media, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana is the creator of the American Marketing Association ―TechnoMarketing‖ training series and the author of the AMA‘s Marketech ‘08 Guide To Marketing Technology and the recent e-book, Social Networking: MySpace, YourSpace and TheirSpace.

Page 3: The Good, the Bad and the Ugly of Social Media and e-Communications

After-Event Slides & Resources

The slides and resource links are available electronically after the event:

www.danavan.net/wspra

Page 4: The Good, the Bad and the Ugly of Social Media and e-Communications

The traditional marketing model is being challenged, and (CMOs)

can foresee a day when it will no longer work.

McKinsey Quarterly, 2005, Number 2

Page 5: The Good, the Bad and the Ugly of Social Media and e-Communications

Crisis In Mass Marketing 18%: Proportion of TV advertising campaigns generating positive ROI

54 cents: Average return in sales for every $1 spent on advertising

256%: The increase in TV advertising costs (CPM) in the past decade

84%: Proportion of B2B marketing campaigns resulting in falling sales

100%: The increase needed in advertising spend to add 1-2% in sales

14%: Proportion of people who trust advertising information

90%: Proportion of people who can skip TV ads who do skip TV ads

80%: Market share of video recorders with ad skipping technology in 2008

95%: The failure rate for new product introductions

117: The number of prime time TV spots in 2002 needed to reach 80% of adult population – up from just 3 in 1965

3000: Number of advertising messages people are exposed to per day

56%: Proportion of people who avoid buying products from companies who they think advertise too much

65%: Proportion of people who believe that they are constantly bombarded with too much advertising

69%: Proportion of people interested in technology or devices that enable them to skip or block advertising

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Page 6: The Good, the Bad and the Ugly of Social Media and e-Communications

Information Proliferation

Media Fragmentation - Then, and Now

1960 Now

6 TV channels/home 130

8,400 Magazines 17,300

4,400 Radio stations 13,500

None Internet stations 35,000 +

None Pages on Google 12 B +

None Blogs 200 M +

Page 7: The Good, the Bad and the Ugly of Social Media and e-Communications

Source: Marketing Leadership Council - www.mlc.executiveboard.com

Page 8: The Good, the Bad and the Ugly of Social Media and e-Communications

Where Everything Is Headed

2008 2050?

Digital

Non-Digital

Today

Source: Google1996

Page 9: The Good, the Bad and the Ugly of Social Media and e-Communications

360 Digital Marketing World

Online Media

NewsCommunity

sites

Special Interest

EmaileNewsletterseCardseMail

Wikis

FolksonomySocial

Bookmarking

Digital Devices Phones DVR

(Tivo)PDAs Game

ConsolesMicrocasting

VBlogs

Digital Radio

WebcastingPodcasting

Syndication

Real Simple Syndication (RSS)

Content Partnerships

ConversationsBlogs

Listservs

Message Boards

Chat Rooms/Events

IM

Text-messaging

Photo Blogs

Viral Content

Web SitesPress Rooms

w/RSSOnline

AdvertisingGames & Contests

Search

Keyword Marketing

Blog Aggregators

Blog Search Engines

Search Engine Optimization

Manifestos

eAlerts

Citizen Action

Meetups

Source: Ogilvy

Page 10: The Good, the Bad and the Ugly of Social Media and e-Communications

Source: Brian Solis via Flickr

Page 11: The Good, the Bad and the Ugly of Social Media and e-Communications

SOCIAL MEDIA IS AN UMBRELLA TERM

THAT DEFINES THE VARIOUS ACTIVITIES

THAT INTEGRATE TECHNOLOGY,

SOCIAL INTERACTION, AND THE

CONSTRUCTION OF WORDS,

PICTURES, VIDEOS AND AUDIO. http://www.wikipedia.org

Social Media: Defined!

Page 12: The Good, the Bad and the Ugly of Social Media and e-Communications

More Simply Put:

―Social Media is

people having

conversations

online.‖

Page 13: The Good, the Bad and the Ugly of Social Media and e-Communications
Page 14: The Good, the Bad and the Ugly of Social Media and e-Communications

The conversations are powered by…

Blogs

Widgets

Micro Blogs

Online Chat

RSS

Social Networks

Social Bookmarks

Message Boards

Podcasts

Video Sharing Sites

Photo Sharing Sites

Virtual Worlds

Wikis

(…just to name a few)

Page 15: The Good, the Bad and the Ugly of Social Media and e-Communications

Who‘s Out There?

More than half of all online American teenagers use

social networking sites.

64% of online teenagers created content

*

Page 16: The Good, the Bad and the Ugly of Social Media and e-Communications

*

Who Participates in Social Media?

Page 17: The Good, the Bad and the Ugly of Social Media and e-Communications
Page 18: The Good, the Bad and the Ugly of Social Media and e-Communications

How do YOU

participate

online?

Page 19: The Good, the Bad and the Ugly of Social Media and e-Communications

10 Questions For You

1) Do you read blogs? Which ones?

2) Do you have a personal blog? What's it about?

3) Do you participate in at least one social network? Which one?

4) Have you ever uploaded a video online? What did you use to do

it?

5) What's your favorite search engine. Why?

6) Have you ever used an online classified service like craigslist?

7) Besides making phone calls—how else do you use your mobile

phone?

8) Have you ever registered a domain name?

9) Do you use social bookmarks or tagging?

10) Do you use a feed reader of some sort? Which one? Why?

Page 20: The Good, the Bad and the Ugly of Social Media and e-Communications

“The Good”

Page 21: The Good, the Bad and the Ugly of Social Media and e-Communications

Jones Soda – Youth BlogsCompany: Jones Soda

Industry: Consumer Packaged Goods

Blog URL: http://www.jonessoda.com/blogs/

Launch Date: Multiple (individual bloggers)

David vs. Goliath:

•Grassroots marketing efforts

•Well targeted to Gen-Y consumer base

•Blogs align with underground image and the

brand stewards, (non-traditional athletes) notably

skateboarders,

Blogging Model:

•Loose connection of independent youth &

athlete bloggers

•Event driven marketing/blogging

•Community building as a corporate strategy

Brand Community

[Blogs]:

•Built on context and

relevance of content

•Consciousness of

kind

•Create a community

around yourself

Page 22: The Good, the Bad and the Ugly of Social Media and e-Communications

Facebook Success: Apple Students

Embracing existing community

Free product sample

eCommerce

Cross Promotion

Results

420,000 users

12,000 topics

Page 23: The Good, the Bad and the Ugly of Social Media and e-Communications

Indium Social Media Strategy

25% reduction in marketing spend

Major account wins

Entire organization involved

in the ‗community‘

Page 24: The Good, the Bad and the Ugly of Social Media and e-Communications

Stonyfield FarmCompany: Stonyfield Farm

Industry: Organic dairy

Blog URL: http://www.stonyfieldfarms.com/weblog/

Blogs: 4

Results:

•Direct comments from readers, engaging in

conversation

•Generate ‘good will’

•Growth in email newsletter subscribers

Recent Per Month Visits

•Strong Women Daily News: 15,603

•The Daily Scoop: 4,049

•Creating Healthy Kids: 9,659

•The Bovine Bugle: 28,237

Blog Objectives:

•Capitalize on their "personality" in the world--they

care about the environment

•Maintain touch with loyal, long-standing customer

base

•CEO, Gary Hirshberg, wants to "be real" and saw

the blogs as a way to do that--inspired in part by

the success of blogs within the Howard Dean

presidential bid of early 2004.

Source: http://www.businessblogconsulting.com/2004/12/business_blog_c.html

Page 25: The Good, the Bad and the Ugly of Social Media and e-Communications

Power of Twitter

Beth Kanter 2008: Can conference room of connected

people get 250 people to donate $10 by the end of the

conference?

$2,657 from 112 donors in 90 minutes

Page 26: The Good, the Bad and the Ugly of Social Media and e-Communications

Twitter Community Lends Support

.

$3500 Collected In The First 15-hours!

Widget

Page 27: The Good, the Bad and the Ugly of Social Media and e-Communications

Voltz & Grobe (Diet Coke + Mentos)

20M video downloads

$10M in free publicity for Mentos

½ its annual marketing budget

1.5B ad impressions for Coca-Cola

Page 28: The Good, the Bad and the Ugly of Social Media and e-Communications

Southwest is Winning with Widgets

2 Million Downloads

Generated $150M

45% of customers book

again

July ‘07, blog attracted

100k visits, 40M

uniques

Past 12 months, blog

has received 6,200

comments (20 per day)

Page 29: The Good, the Bad and the Ugly of Social Media and e-Communications

Integrated Social Media Strategy

Goodwill Repositioning

Blog

YouTube

MySpace

ebay Store

Page 30: The Good, the Bad and the Ugly of Social Media and e-Communications

A Few Stats

Over 11,500 unique visitors to the virtual fashion show 9/12 launch

Over 42,000 page views

16% of fashion show visitors have been converted into online Goodwill shoppers

Fashion Show Visitors from 31 countries and 48 states plus DC

48% of fashion show visitors are from the DC, MD, VA region (the area we serve)

Blog is averaging between 600 & 700 visitors a week

5.6% of blog visitors are being converted into online Goodwill shoppers

Blog visitors from 77 countries and all 50 states

Brick & mortar stores during the two weeks following the launch of the fashion show:

Customer count + 6.6%

Rack sales (clothing) + 16.5%

Total sales + 8.275%

http://dcgoodwillfashions.blogspot.com/

Page 31: The Good, the Bad and the Ugly of Social Media and e-Communications

Pontiac Example

Page 32: The Good, the Bad and the Ugly of Social Media and e-Communications

“The Birmingham-based chocolate firm said

the comeback was a response to online

petitions and campaigns on social

networking sites such as Facebook and

Bebo..”

Cadbury Wispa Comeback

80‘s candy bar brought

back to life

Facebook group, online

petitions, social media

buzz

Cadbury was listening!

http://news.sky.com/skynews/Home/Sky-News-

Archive/Article/20082851280368

Page 33: The Good, the Bad and the Ugly of Social Media and e-Communications

Jeep‘s ―Jeep 2.0‖ Strategy

1. Portals (using contextual/Google and behavioral/AOL targeting)

2. An IM avatar development program

3. Online video - A new campaign site which was redesigned to host rich-media offerings like video vignettes

4. Virtual "test drives―

5. Ads on free music download sites with viral marketing (pass this song on to your friends capability)

6. Microsites

7. Traditional TV with product placement

8. Events and bowl games - An online fantasy football sponsorship w/print component

9. Print ads

Page 34: The Good, the Bad and the Ugly of Social Media and e-Communications

Jeep –

The way beyond trail

A choose your own adventure

interactive film

User integrates him/herself directly

into the video and story reflects

their personal registration selections

Program provides clues in exchange

for ―tell a friend‖

Product directly integrated and

demonstrated through plot line of

film

Page 35: The Good, the Bad and the Ugly of Social Media and e-Communications

Jeep Hosts Fans in Facebook

Page 36: The Good, the Bad and the Ugly of Social Media and e-Communications

…and Courts Fans from Any

Communtity

Page 37: The Good, the Bad and the Ugly of Social Media and e-Communications

InDecision 2008

Both campaigns provided amazing lessons

This is what social media is all about. This campaign is the product

of superior multi-channel audio, video and text content distribution

using new and traditional media platforms.

Getting the message out.

Keeping the message fresh.

Sticking to the story.

Tracking and staying in touch with the interested visitor.

Developing a worthwhile engaging relationship with those who

can support you and your concerns.

Page 38: The Good, the Bad and the Ugly of Social Media and e-Communications

How They Stacked Up

Source: Jeremiah Owyang

Page 39: The Good, the Bad and the Ugly of Social Media and e-Communications

Who wins…

Source: http://www.barack20.com/

Page 40: The Good, the Bad and the Ugly of Social Media and e-Communications

“The Bad”

Page 41: The Good, the Bad and the Ugly of Social Media and e-Communications

Digital & Social Media Conversations

“There’s a real cost to ignoring the conversation.”

Page 42: The Good, the Bad and the Ugly of Social Media and e-Communications

No Love for Iams

What if half the store shelf

said, “Don’t Touch This?”

Page 43: The Good, the Bad and the Ugly of Social Media and e-Communications

(evangelists)Word of Mouth Among Airlines

Source: Harvard Business Review

Word Of Mouth Is A Powerful Force

Page 44: The Good, the Bad and the Ugly of Social Media and e-Communications
Page 45: The Good, the Bad and the Ugly of Social Media and e-Communications

Wal-Mart:

Disclose, Disclose, Disclose!

Page 46: The Good, the Bad and the Ugly of Social Media and e-Communications

Chevy Tahoe / The Apprentice

Page 47: The Good, the Bad and the Ugly of Social Media and e-Communications

Comcast Learns Social Media…

Comcast tech filmed

sleeping…waiting for his own

customer service team.

A viral video & blog sensation (of

course!)

Popular blogger ‗Tweets‘ his

Comcast woes

Comcast calls him 20 min later

and resolves his issues!

Page 48: The Good, the Bad and the Ugly of Social Media and e-Communications

“The Ugly”

Page 49: The Good, the Bad and the Ugly of Social Media and e-Communications

Kryptonite: No Match for Blogs!

Page 50: The Good, the Bad and the Ugly of Social Media and e-Communications

―Rahodeb‖

Unethical, covert blogging by Whole

Foods CEO John Mackey

According to FTC documents, Mackey

had been posting comments for the

past eight years until last August.

Accused of hyping his

own company's stock

and running down rivals.

http://online.wsj.com/article/SB118454129429667079.html?mod=opinion_main_review_and_outlooks

Page 51: The Good, the Bad and the Ugly of Social Media and e-Communications

Other Notable Disasters

Page 52: The Good, the Bad and the Ugly of Social Media and e-Communications

“Content is the new democracy

and we the people, are ensuring

that our voices are heard.”

Brian Solis, “The Social Media Manifesto”

Page 53: The Good, the Bad and the Ugly of Social Media and e-Communications

The Relentless Pursuit…of the NBT

Addiction To Bright + Shiny Objects

Page 54: The Good, the Bad and the Ugly of Social Media and e-Communications

―Web 2.0‖ Is The Mother of all Bright +

Shiny Objects

Page 55: The Good, the Bad and the Ugly of Social Media and e-Communications

Symptoms Of B.S.O.S. (Bright + Shiny

Object Syndrome)

A soft spot for buzzwords

A disposition to regurgitate the latest buzzwords you just

overheard

An insatiable desire to sell ―the latest thing‖ to clients

A tendency to believe the hype, without investigating for

yourself

A tendency to dismiss without investigating for yourself

Excess use of the word ―viral‖ viral…viral…viral.. viral…

Lack of interest in research or first hand experience

Total disregard for customer, brand or business needs

Page 56: The Good, the Bad and the Ugly of Social Media and e-Communications

So, Now What?

Page 57: The Good, the Bad and the Ugly of Social Media and e-Communications

9 BIG THEMES

Page 58: The Good, the Bad and the Ugly of Social Media and e-Communications

9 Big Themes

1. We‘re in the BETA economy

No other medium allows you to launch, test, re-launch, test, measure, tweak, re-tweak, evolve, re-launch, quite like the Web

Folks like Guy Kawasaki and Seth Godin preach about this all the time. Guy launched his Truemorsservice on a shoestring budget and uses Twitter to promote it.

When budgets get cut – marketers look to digital for new ways of testing out ideas vs. big bang and big budget initiatives (think Bud.TV)

Page 59: The Good, the Bad and the Ugly of Social Media and e-Communications

9 Big Themes

2. Marketers use existing platforms

Why build from scratch when you can use NING as a social network, Wordpressas a CMS, Basecamp as a Collaboration tool and Concept Share as a way to co-create.

Now is a great time to dig into the already existing platforms (in addition to existing social networks).

Page 60: The Good, the Bad and the Ugly of Social Media and e-Communications

9 Big Themes

3. Marketers are just switching tubesConsider skipping mass TV all together.

It worked for BMW films and with YouTube firmly in place — it can even work with less production values and high priced talent.

Consider ways to make the participant the star!

Page 61: The Good, the Bad and the Ugly of Social Media and e-Communications

9 Big Themes

4. It‘s all about the tubes…

BRANDS CONSUMERS

In 1965, 80% of 18-49 year-olds in the US could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same.‖ (Jim Stengel, Global Marketing Officer, P&G)

A US hour of prime time TV carried21 minutes of advertising, Late Night network shows like Leno or Letterman carry 31:27 (TNS Media Intelligence, Q1 2006)

Big Six study (US): People with PVR‘s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%)

54% of US consumers avoids products & services which ―overwhelm‖ with advertising (Yankelovich Partners)

85% of Chinese stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom. (McKinsey & Co.)

Page 62: The Good, the Bad and the Ugly of Social Media and e-Communications

9 Big Themes

5. Marketing: To touch point infinity, and

beyond! Don‘t put all your digital eggs in one

basket like a site or banner campaign—look at smart ways to distribute the experience across as many touch points as possible.

Be smart about it. Think about how your user thinks and acts digitally and meet them in them medium.

Of course this doesn‘t have to be digital, but you might get more bang for your buck.

Page 63: The Good, the Bad and the Ugly of Social Media and e-Communications

9 Big Themes

6. Marketers trade focus groups for

Digital Ethnography

Research dollars converted to social media currency (Victoria‘s Secret)

Look to the internet & social media for insights.

Social Networks and search engines can be rich ethnography tools. I‘m not advocating to abandon field research—but before you slash that discovery phase, think about how digital can be used to find things about the behavior of your target.

Page 64: The Good, the Bad and the Ugly of Social Media and e-Communications

9 Big Themes

7. Marketers think outside the banner

Think about traditional media buys such as banners differently.

They should no longer be the first line of offense in a digital initiative.

Quality may replace quantity—Apple’s recent entry into the online banner space taught us that banners can still work—but the ROI improves with creativity.

Social ads, blog outreach and other ‗participation‘ based media spends could prove more effective.

Page 65: The Good, the Bad and the Ugly of Social Media and e-Communications

9 Big Themes

of consumers don’t believe that

companies tell the truth in

advertisements76%Yankelowich

Page 66: The Good, the Bad and the Ugly of Social Media and e-Communications

9 Big ThemesYankelowich

8. Marketers embrace ‗delight by function‘

The digital media/ tools/ network/ widget becomes the product…and the marketing

When tempted to cut budgets in digital product functionality—think again.

Adding or improving existing functionality may lead to product preference which increases revenue, sales and even saves money. (think widgets)

Page 67: The Good, the Bad and the Ugly of Social Media and e-Communications

9 Big ThemesYankelowich

9. Marketers listen to New Media

Digital gives you many ways to listen to customers

– from direct engagement like Dell‘s IdeaStorm

or My Starbucks Idea to simple surveys or even

A:B testing.

All are excellent examples of using digital to

turn up the volume on customer desires.

Those brands that do the best job listening will

weather any downturn.

Page 68: The Good, the Bad and the Ugly of Social Media and e-Communications

How to control millions of inaccurate

and divergent conversations ?

YOU DON’T

Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go.

A.G. Lafley, CEO and Chairman of P&G, October 2006

(cc) Lynette Webb, 2006

Page 69: The Good, the Bad and the Ugly of Social Media and e-Communications

“Every brand needs to be relevant and part

of a community. They need to open a

dialogue with their consumers, but they also

need to be prepared for what could be

negative feedback and I don’t think all

marketers are ready for that.”

- Bob Ivins, EVP, comScore

Page 70: The Good, the Bad and the Ugly of Social Media and e-Communications

“L.A.M.P”

Page 71: The Good, the Bad and the Ugly of Social Media and e-Communications

LISTEN

Where are your customers online/offline?

Blogs, Social media tools (e.g. LinkedIn Answers), Discussion Forums, Twitter, etc…/Events

Monitor these conversations:

Find your brand using Google Alerts, Keotag.com, Boardreader.com and Technorati.com

Use a central tool to track the different conversations happening around your company. Most online conversations are RSS enabled, barring a few Yahoo! groups that don’t support RSS. Use a RSS reader (e.g. Bloglines.com) to gather all these conversations into a central repository and create a folder that you check on a daily basis.

Page 72: The Good, the Bad and the Ugly of Social Media and e-Communications

AWARENESS

Calculate Brand perception within these conversations

News & Blogs (Google search, Google Blog search, technorati search)

Keyword mentions & incoming links

Corporate Blog (Unique users, hits, trackbacks, comments)

Brand Scoring system (how much buzz are you getting vs. competition)

Assign a marketer to staying aware and alert to what’s going on in social networks and social media

Around your organization

Around your competitors

Around your industry

Page 73: The Good, the Bad and the Ugly of Social Media and e-Communications

MEASURE

The value of social media presence can be calculated by simple methods:

ReachHow many people are influenced by our social networking efforts?

AcquisitionHow much of their attention have we acquired through connections, website visits, and time spent engaging with us?

ConversionHow many have we ‘converted’ toward the ultimate goal (subscription, sales, leads, registrations, evangelists, etc.)?

RetentionAre we reducing customer churn, lowering our overall cost to serve, increasing the purchase value/volume/frequency, and growing the lifetime value of our customer base?

Page 74: The Good, the Bad and the Ugly of Social Media and e-Communications

MEASURE

Another take on the process of measuring social media value

Source: Forrester Research

Page 75: The Good, the Bad and the Ugly of Social Media and e-Communications

PARTICIPATE

Create a strategy around how you wish to participate!

You have the following options:

Be where the users are

Facilitate easier means of communication with them

Create brand evangelists

Be a source of information on the organization

Respond swiftly and honestly

Start publishing content

Stir internal company conversations

Improve product and user experience

Page 76: The Good, the Bad and the Ugly of Social Media and e-Communications
Page 77: The Good, the Bad and the Ugly of Social Media and e-Communications

Top ten obstacles to new media

1) Inadequate resources (time and/or money)

2) Disconnected employees

3) Resistance to change

4) Desire to control communication/fear of unknown

5) Not convinced of benefits

6) Perceived lack of IT capabilities

7) Resistant culture

8) Senior management won‘t allow it

9) Legal/governance/regulation issues

10) Would require too much training

Page 78: The Good, the Bad and the Ugly of Social Media and e-Communications

Five Keys to Success

Be Generous With Your Knowledge Share beyond the marketing speak

Be Consistent Calendar your activities – daily, weekly, monthly

routine

Always Deliver Value Listen, think, revise, teach, repeat

Take A Stand Take your strong positions to market

Focus On The Long-term Benefits Track your results in months & years

Page 79: The Good, the Bad and the Ugly of Social Media and e-Communications

New Media Homework!

Find blogs in your area of interest using Technorati

Seek out podcasts for marketers (or whatever you fancy) in iTunes or Podcast Alley

Sign up for a free RSS reader (Bloglines, Google Reader) and consume feeds

Join LinkedIn

Anyone not visited YouTube yet? Look for your favorite things there too

Page 80: The Good, the Bad and the Ugly of Social Media and e-Communications

New Media Extra Credit

Become a regular commenter on blogs that interest

you

Join Facebook & ask a question on LinkedIn

Start a blog of your own on a topic of your choice

Create a podcast

Switch over some of your newsletter subscriptions to

RSS feeds

Get a Flickr account to share photos

Page 81: The Good, the Bad and the Ugly of Social Media and e-Communications

The Good, the Bad and the Ugly of Electronic Communications

Q & A

Need help after the presentation? Email [email protected]

Download slides at: http://www.danavan.net/wspra