Larry Kim - The Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time
Transcript of Larry Kim - The Top 10 Facebook and Twitter Advertising Content Promotion Hacks of All Time
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THE TOP 10 FACEBOOK AND TWITTER ADVERTISING
CONTENT PROMOTION HACKS OF ALL TIME
Larry Kim, Founder of WordStream, Inc.
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MISSION TO MARS:The Top 10 Facebook and
Twitter Content Promotion Hacks of All Time
Larry Kim, Founder of WordStream, Inc.
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OUR TARGET CUSTOMER IS
STRANDED ON MARS!
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BRING HIM HOME
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Distance to Mars: 225 MILLION KM
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Many Prior Efforts Havent Succeeded
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#1. Organic Social Media Reach Stinks!
Buffer Socials Kevan Lee:Weve Lost Half our Organic Social Media Traffic in the Last Year.
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#2: 99.9% of Your Content Goes Nowhere
50% OF Content Gets ZERO Social Shares
- #3: Typical Conversion RateVia Internet Marketing
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Selling Stuff via Content Marketing in 2016 Kind of Feels Like
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3 Random facts about your flight director
Over 100 Successful flights to
Mars
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1.Originally From Winnipeg
#socialpro #22A2 @larrykim@larrykim @Chimaera_Labs@larrykim #CCS2016@larrykim #INBOUND16
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Actual Photos of Boston Last Year
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Live in Harvard Square Cambridge, MA
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WordStreams Headquarters
2008 2016
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Please Stop By WordStreams Booth at Exhibit Hall S22!
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2. STUDIED ELECTRICAL ENGINEERING FOR 5 YEARS
Studied Electrical Engineering For 5 Years
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Have a 2-year old Kid (#ppckid)
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How does Content Marketing
REALLY work
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This (almost) never happens!
Most content goes nowhere
The Path to purchase takes time and is indirect
How Content Marketing Doesnt (Usually) Work
STEP 1 STEP 2 STEP 3
Create New Content
Share on Social Networks (FB,
Twitter, LinkedIn)
People Buy Your Stuff
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How to make Promotion and Sales Work More Reliably?
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New Unicorn Rocket Technology!
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Big Ad Budgets Not Required!
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Use social ads as aCATALYST to Get the
ball Rolling
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Or as an ACCELERANT to Make Bigger Explosions
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2
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(a) Paid Social Ads Provide MOST SCALABLE Content Promotion
CREATEProduce content& share on social
AMPLIFYSelectively promote top content on social media
TAGBuild remarketing audience by tagging site visitors with a cookie
START/GO(Earth)
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(b) Social Ads Turn Visitors into SALES!
RemarketingRemarket your audience with display & social ads and Remarketing
Lists for Search Ads to promote offers
FILTERApply behavioral and demographic
filters on audience
CONVERTCapture qualified leads or sale END/REPEAT
(Mars)
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The Top 10 Paid Facebook & TwitterAdvertising Hacks of All Time!
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Larrys #10 Social Ads Hack:
Quality Score in Facebook and Twitter Ads!
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HIGHER POSTENGAGEMENT
Higher Relevance Score
HIGHER RELEVANCE SCORE
More Impression Share and Lower Cost Per
Engagement
Relevancy Score in Facebook
=
=
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Quality Adjusted Bid in Twitter
HIGHER Relevance, Resonance, Recency =HIGHER Quality Adjusted Bid =
MORE Ad Impressions at Lower Cost
RESONANCE: Are consumers engaging your Tweet? Do they retweet, favorite,
or reply?
RELEVANCE: Is your Tweet related to things a user
is interested in?
RECENCY: Is your Tweet fresh? Fresher Tweets get
higher priority.
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Higher Engagement Rate =(Much) Lower Cost Per Engagement
Engagement RateCost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%
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High QS (Great!) High Ad Impression Share Low Cost Per Engagement
Get a High Quality Score! (Duh) High Post Engagement = High Quality Scores
Low QS (Terrible!) Low Ad Impression Share High Cost Per Engagement
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Promote Your BEST Stuff Instead (Unicorns: Your Top 1-2%)
RETWEETS1,488
FAVORITES1,284
6:15AM 7 Mar 2015
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Paid Social Ads ROI Analysis:1500 Retweets & 100K Visitors for $250
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Just Say NO to Sending Donkeys into Space@larrykim #INBOUND16
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How to ALWAYS Get High Quality Score Unicorns?
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7 Day Forecast: Sunny in Unicorn Land
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How To Tell if Your Rocket is a Unicorn or Donkey?
1. Lots of stuff (organically) to Twitter
2. Post Top stuff from Twitter, to LinkedIn & Facebook
3. Pay to Promote the Unicorns on Facebook & Twitter!
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Test More Stuff Organically, Only Send Unicorns Into Space (Top 1-3%)
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How to Find High Engagement Posts? (Unicorns!)
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Paid Social Media Ads.
Organic Social & Content Marketing
Whats The Biggest Difference??
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Key to Paid Social Media Ads: Be Picky!
Cast a Narrow Net, Maximize Engagement
Rates Within.
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Larrys #9 Social Ads Hack: Premium Unicorn Kisses Rocket Fuel
Get Even Better Mileage w/ Keyword Targeting (and other Targeting Methods)
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OMG 10X Higher Engagement By Targeting #NeverHillary
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Best Campaigns Have Precise Audience Definition
(Note: Targeting all your fans is not precise..)
Target:Fans of Donald TrumpSocial Media Marketing Job Titles#neverhillaryNRA Members
Exclude: Democrats
Hillary Fans #neverTrump
Bernie Sanders Fans(etc.)
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Adding Audience Targeting Turns OK Ads Into Unicorns
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Larrys #8 Hack:Solid State Booster Rockets
Get Free Clicks!@larrykim @Chimaera_Labs@larrykim #CCS2016@larrykim #INBOUND16@larrykim #INBOUND16
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Buy 1 Retweet, Get 3 Free!
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Larrys #7 Hack:Secondary StageBooster Rockets
Facebook Video Ads!
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Video Ad Campaigns Increase Relevancy Score
by 2 Points!
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$0.01 Cents Per Video View!
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Larrys #6 Social Ads Hack: Ion Boosters
Custom Audiences
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New Tailored Audiences or Custom Audiences
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People-Based Marketing is LikeEmail Marketing But Better
Email Marketing
Limit number of blasts toreduce unsubscribes
.5-2% unsubscribes each blast
People Need to opt into your list
Tons of unqualified emails on the list
People-Based Marketing
Fixed
Fixed
Fixed
Fixed
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Identity Marketing Using Custom Audiences in Social Ads
Identity based marketing opens up a TON of new and exciting advertising use cases!
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This is aTrue Story
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Shared the Article on My Social Media
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Promoted Post to My List of Influencers
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Business Insider Asks To Publish Story
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SEO LinkBuilding Dance
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Go All-In With Unicorns! Re-promote Post!
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Fox News Producer Emails One Hour Later
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Facebook Baby Hoodie ($25 value!) #ppckid
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Custom Audience Social Ads ROI Analysis: Live Interviews with Fox, BBC, etc. 250 High Value Press Pickups + Links Massive Brand Exposure +100k Site Visitors Im a Columnist on Business Insider Business Relationship /w Facebook Facebook Baby Hoodie worth $25
Total Cost: $50Total Time 10 minutes
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Many Ecommerce
Applicationsfor Custom audiences!
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Ecommerce Audience Email Segmentations
New Purchasers
Non-Purchase Users
Active Purchasers
Customers with Expired Warranty
Abandoned Shopping Cart Users
Frequent Purchasers
High Price Item Purchasers
Recent Purchasers
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#SMX #14B3 @larrykim
Grow Your Audience SizeUsing Similar Audiences!
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Were Nowin Orbit!
Very Few Make it This Far
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Larrys #5 Hack:
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Slingshot Around Large Gravitational Force To Save Propellant
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Large Gravitational Forces on Internet:
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Over a Million Views & 6654 Likes!
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Arianna Huffington Shared the Story And Asked Me to Be a Columnist.
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New York Observer, Time Magazine & Mental Floss Syndicated Story. HOW?!
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Ranked #10 Author on
Medium! HOW?!
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Over Half a Million Views / Month!
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1564 Upvotes + Front Page + 500k Views!
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Larrys #4 Hack: Lunar Gravitational Slingshot
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Hacking Google Machine Language Enabled Ranking Algorithms for
Insanely Awesome SEO
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Current & Future Google SEO Ranking Signals
Current Google
1.Links
2.Keywords
3.?
Future Google??
1.User Engagement Metrics (Click Through Rate & Dwell Time)
2.Links
3.Keywords
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+/- 3% Increase inPost Engagement
+/- 1 Spot in Organic Position
Rankbrain Reward & Penalties?
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Bounce Rate vs. Organic Position
Pass: Bounce Rate Low Enough
Fail: Bounce Rate Too High
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More Clicks & Conversions
Better SEO Rankings
Even More Clicks &
Conversions!
So Get Really High Organic CTRs & Conversion Rates!
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Social Media Ads Builds Brand Recognition & Doubles Organic Search CTR & Conversion Rates!
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Were nowOrbiting Mars!
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Larrys #3 Social Ad Hack:Mars Ascent Vehicle (MAV)
Social Media Remarketing
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LovePop Cards:
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3-Dimensional Pop-Up Cards
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Returning Visitors:1. Existing Customers
2. 1-Day Remarketing Audience
3. 7, 30, 180-day Remarketing Audiences
New Visitors:1. Lookalike Audiences
2. Interest, Behavior & Demographic-Based Audiences.
Note: Exclude the overlap (duh).
Larrys Ad Retargeting Stack
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Facebook Product Ads (duh!)
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YouTube TrueView for Shopping Ads
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12-32x Return on Ad Spend! (ROAS)
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Power of SocialRemarketing
So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc.)
Engagement Rates!
ConversionRates!
3X
3X1/3 Cost Per Click
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#2 Social Ads Hack: Mars Intercept!
Combining Remarketing + Demographic + Behavioral Targeting + High Engagement Content
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Behold The Awesome Power of Super Remarketing
Behavioral & Interest Targeting =Theyre interested in your stuff
Remarketing = They Recently Checked Out Your Stuff
Demographic Targeting = They Can Afford to Buy Your Stuff
Target a Narrow Audience That Meets all 3 Criteria with HIGH ENGAGEMENT UNICORNS = $$$
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Use Social Ads + PPC Search Ads on
Google Using Remarketing Lists for Search Ads!
(RLSA!)
Larrys #1 Social Hack: Mars Gravitational Slingshot Home
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Target search adsonly to people who recently visited your site!
REMARKETING LISTS FOR SEARCH ADS (RLSA)
Users visit your site, get addedto your remarketing list
Show them customized adswhen they search on Google!
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The Power of SEARCH Remarketing
Click Through Rates3X1/33X
Cost Per Click
So Whats The Catch??
Conversion Rates!
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The Problem with RLSA
Solution: Use Social Ads to make the smaller circle 100-1000x bigger for cheap!
People unfamiliar with your brand
People familiar with your
brand
RLSA only targetsthese usersRLSA Doesnt Target
These Users (By Definition)
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WHAT DOES IT ALL MEAN?
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How Advertising REALLY WorksSTEP 1: Promote Inspirational / Memorable Content about Your Brand to your Target Market
STEP 2: People See The Ad, But Dont Necessarily Take Action Right Away. (But Become Biased)
STEP 3: Later when the Need Arises, People either:
Do a Branded Search for Your Stuff
Do Un-Branded Search but Biased Towards Clicking &
Buying From You.
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Brand Affinity DRAMATICALLY Impacts CTR (+2-3x!)
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Brand Affinity DRAMATICALLY Impacts CONVERSION RATES (+2-3x!)
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Summary: Larrys Top 10 Social Ad Hacks
Unicorn Rockets: Only Launch Unicorns into Space.
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Unicorn Rocket Fuel: Audience Targeting to Increase Engagement
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Solid State Boosters: Generate FREE Clicks from Paid Ads
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Secondary Booster Rockets: Video Ads!
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Ion Boosters: Custom Audiences
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Summary: Larrys Top 10 Social Ad Hacks
Earth Gravity Assist: Reddit, Digg, Medium, Linkedin Pulse, etc
5
Mars AscentVehicle: Social Remarketing
3
Lunar Gravitational Slingshot: Hacking RankBrain for SEO
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Mars Gravitational Slingshot Home: Combining Paid Search & Social Ads
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Mars Intercept: Combine Everything with Super Remarketing
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Find Your Unicorns!
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Be a Unicorn in a Sea of Donkeys!
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Visit WordStream at INBOUND #S22 in Exhibit Hall!!
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Thank you,INBOUND!
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Slide Number 1Slide Number 2Slide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number 9Selling Stuff via Content Marketing in 2016 Kind of Feels Like Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Slide Number 28Slide Number 29Slide Number 30Slide Number 31Slide Number 32Slide Number 33Slide Number 34Slide Number 35Slide Number 36Slide Number 37Slide Number 38Slide Number 39Slide Number 40Slide Number 41Slide Number 42Slide Number 43Slide Number 44Slide Number 45Slide Number 46Slide Number 47Slide Number 48Slide Number 49Slide Number 50Slide Number 51Slide Number 52Slide Number 53Slide Number 54Slide Number 55Slide Number 56Slide Number 57Slide Number 58Slide Number 59Slide Number 60Slide Number 61Slide Number 62Slide Number 63Slide Number 64Slide Number 65Slide Number 66Slide Number 67Slide Number 68Slide Number 69Slide Number 70Slide Number 71Slide Number 72Slide Number 73Slide Number 74Slide Number 75Slide Number 76Slide Number 77Slide Number 78Slide Number 79Slide Number 80Slide Number 81Slide Number 82Slide Number 83Slide Number 84Slide Number 85Slide Number 86Slide Number 87Slide Number 88Slide Number 89Slide Number 90Slide Number 91Slide Number 92Slide Number 93Slide Number 94Slide Number 95Slide Number 96Slide Number 97Slide Number 98Slide Number 99Slide Number 100Slide Number 101Slide Number 102Slide Number 103Slide Number 104Slide Number 105Slide Number 106Slide Number 107Slide Number 108Slide Number 109Slide Number 110Slide Number 111Slide Number 112Slide Number 113Slide Number 114Slide Number 115Slide Number 116Slide Number 117Slide Number 118Slide Number 119Slide Number 120Slide Number 121Slide Number 122