I’m excited to announce the launch of a new course I’m giving on blogging and social media marketing strategies.
About the course
The new web, also known as web 2.0, is changing the way we communicate. With people spending more and more time online as active participants in the consumption and generation of content, companies and brands who wish to engage with online customers must adopt a new way of thinking.
“Corporate Blogging and Social Media” is a 3-day seminar that will take place on Thursday June 5, June 12, and June 19, 2008. During the course, you’ll gain a solid background in blogging and social media, start your own blog and write and optimize your first post for social media and search engines. We’ll also cover the following:
- How an effective blogging strategy can be an amazing way to market your brand and/or company
- How to set up and promote a blog with the various social media tools available
- Creating and monitoring an online social media profile that delivers results.
- Search engine optimization (SEO) basics for better blogging
- Digital PR/PR 2.0 - moving beyond the conventional press release to the Social Media Press Release
Where and what?
The courses will take place at Beit Shmuel in Jerusalem, conveniently located off of King David Street, near the David Citadel Hotel. Each day will begin at 9 am, and continue until 6 pm, with short breaks and a lunch break. Participants will receive printed material as well as access to a password protected part resource section on the illuminea site. Refreshments and a dairy lunch are included in the cost.
Find out more about the course, and see the agenda, click here
For more information, please contact us at info@illuminea.com, or at (02) 566-0297.
[photo by: DBarefoot on Flickr]
The following is a guest post by Heather Johnson. Her details are at the end of the article.
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In order to maximize sales and improve marketing tactics, each small business must learn the fine art of bootstrapping. There are many ways to cut costs in order to leverage your assets. Some of these methods are complex and only gradually save money, which is fine if you have the luxury of waiting.
However, many businesses resort to bootstrapping out of urgent necessity and there are certainly ways to cut costs immediately. Below are eight bootstrapping tips that will show you quick results.
- Switch to VoIP - Many companies are saving thousands each year by using VoIP (Voice over Internet Protocol) providers like Skype. All phone calls are free between Skype users around the world and Skype-to-landline calls are cheaper than traditional long distance services.
- Sell Your Unnecessary Frills - Did you get overexcited when you opened your office and purchase some unnecessary goods? If you need to free up some cash for more important ventures, then you can certainly do without your hip decorations. Sell them on eBay or Craigslist.
- Stop Faxing Everything - Are long distance costs rising because of your constant faxing? There are cheaper alternatives, such as scanning documents and emailing them. Most companies will have no problem with receiving a PDF instead of a fax.
- Go Easy on the Thermostat - Energy costs are hard on everyone these days, not just small business owners. While you don’t want to create a terrible work environment for your employees, there is nothing wrong with asking them to bundle up a bit in the winter and dress cooler in the summer. That way, you can be a bit more sensible with the thermostat.
- Outsource That Open Position - If you are struggling to cut costs, then the last thing you need to do is hire more employees. Outsourcing is a preferred method of saving money for companies both small and large. Sites like Elance and Get a Freelancer are brimming with eager, virtual assistants who will save you time and money.
- Buy Secondhand / Refurbished Goods - The fact is, you don’t need a new desk or copy machine. You can find secondhand office furniture at many stores, as well as refurbished electronics. Conduct some research beforehand, however, and make sure you are buying from a reputable source.
- Go Open Source - There are numerous open source alternatives to the commercial software you may be considering. In case you haven’t heard, open source = free. Free is good, so find out more about open source software at osalt.com.
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Stop Paying for Lunch - Are you the type of boss who likes to buy lunch for everyone several times a week? That ends now if you want to leverage your assets to the max. Yes, even those pizza deliveries are adding up. For those of you who run a one-person operation, the same rule applies. Stop eating out and start packing your own lunch.
Great companies have been built with very little money and efficient bootstrapping skills. Don’t be afraid to start cutting costs on a smaller scale with the above tips. You will be surprised at how much money you will save… money that can be put toward marketing, for example.
Heather Johnson is a freelance business, finance and economics writer, as well as a regular contributor at Business Credit Cards, a site for business credit card and best business credit card offers. Heather welcomes comments and freelancing job inquiries at her email address heatherjohnson2323@gmail.com.
About a month ago I spoke at the Techshoret Conference for technical writers. Techshoret is an active mailing list for technical writers in Israel, but it includes many members from overseas as well. The people on the list are very supportive and helpful, and I wouldn’t be surprised if it was one of the best email groups in the world for technical writers.
Techshoret holds an annual conference in Jerusalem, and I was invited to speak on the topic of Blogging and Social Media as Marketing Tools for Hi-Tech Companies since they decided to add some non-technical writing lectures to the mix.
My lecture covered case studies of businesses and their successes and failures in the blogosphere, and how the world of marketing is changing to the point where blogs and social media are a necessary part of today’s marketing strategy.
I promised the participants that I would upload my presentation, and here it is (finally)!
Hollywood on a Shoestring Budget
I am also including the great presentation given by Benjy Caplan who works at ECI Telecom. Benjy spoke about how to create great videos without being a professional videographer. His presentation was interesting because he explained how his company uses video as part of their user manuals. I think this is brilliant, because so many Israeli companies have overseas customers who don’t really speak English, and the best way to communicate in that situation is visually. In addition, his company saves the costs of sending technicians overseas to help clients by sending them help videos instead.
Benjy gave us one real example of how his company used a video to help clients in India install one of their products. The clients sent ECI a picture of their installation, which was a jumble of wires. Instead of sending technicians over to fix things up, Benjy produced an Oscar-worthy video with step-by-step visual instructions of where to put which wire.
With so many Israeli companies exporting overseas, I think many should learn from Benjy’s example and save themselves a lot of time and money by adding videos to their customer support services.
Enjoy!
Bill Gates has just joined LinkedIn, and I can see why. I just visited LinkedIn and was pleasantly surprised to see their amazing new interface. The modifications to the interface, and the addition of new options and features has made it into a serious business networking tool that I could see myself visiting on a regular basis.
Before the changes were made, having a LinkedIn profile was like being at a party where everyone was deaf and mute. You could wave at people and/or shake hands (i.e. create and view connections), but aside from moderate signing (”I recommend you,” “Will you be my friend?”), nothing much happened. You couldn’t see your friends’ activity, the groups feature was weak-to-non-existent, and communication was sparse. The open bar (free membership) could only keep people interested for so long.
Now, LinkedIn has added a lot of the features that people look for in social networking sites, thanks to the innovations made by facebook in this area. As a result, LinkedIn is now a full-fledged social networking site, with all the goodies that can make it fun…I mean a good tool for developing productive business relationships.
Here’s an overview of the new features and design:
A more usable interface
With two simple menu bars, one horizontal and one vertical, the LinkedIn user can now reach all the information and participate in all the social activities with ease. You can find people, jobs, ask and answer questions, and find and recommend service providers on the top menu bar. On the sidebar, you can manage your profile, contacts, Inbox - which has many more features (see below), and groups.
Network Statistics
This page is under Contacts on the vertical sidebar, and gives you an overview of your network. You can see your first degree, second degree and third degree connections, where your network is located, which networks you have access to, and more. This information is cute, but not really useful. For example, my Network Statistics page told me that my connections are in 23 industries, but my network gives me access to 147 additional industries, such as…Ranching. If I ever buy a farm, I’ll know where to turn.
Better organized Inbox
Your Inbox is now organized according to sub-topics. The most interesting and useful ones in my opinion are Introductions, Invitations, Profiles, Q&A and Recommendations. Introductions is a way for people to get introduced to people they’re not connected to on LinkedIn via that person’s direct connections. Invitations is where requests to connect appear. Profiles enables people to send other people profiles of people they think they’d be interested in. Q&A allows you to organize and track your questions and answers, and Recommendations is a place to see who has recommended you, and easily recommend them in return.
Network Updates let you see what your network is up to
The new Network Updates that appear on your home page allow you to see what your network has been doing lately, like who has added new contacts, joined new groups, changed their profile picture, etc. This is very similar to the facebook news feed that we all love.
Status
You can now have a status in LinkedIn! This is like the facebook status, and is a way for all your connections to see what you’re up to. This can be a very powerful way to passively announce new business developments, requests for meetings, and other notifications. I just hope there’s some way to eventually import my twitter updates automatically like I do for facebook so that I can update everything at the same time. Also, it’s pretty annoying now that every status automatically starts with the user’s first name, not even “Miriam is,” so the status doesn’t make sense unless you make sure your status starts with a verb like “is” or “thinks.”
LinkedIn emerges as the true business networking site
Until now, I and many other people were using facebook for business. Thanks to facebook’s news feed, events, status, posts, and more facebook is a great way to communicate and connect with business associates. The drawback to using facebook for business is that it’s not intended for business. On facebook, my “friends” include family (even my Dad is on facebook), old school friends, and other friends, along with business connections. That means that it’s hard to strike the balance between a profile that is both professional and personal. For example, I’ve hesitated to post photos and news about my kids and family on facebook because I don’t want my non-personal “friends” to see that kind of stuff.
In short, LinkedIn has just moved up a notch in the social networking world. Based on what I find useful in facebook for business, I’d like to see LinkedIn eventually add the following features:
- Importing blog posts and other feeds - my blogs are an important parts of my business communications, and I’m sure that’s the case with many other people. I would want my connections to be able to see my new posts as they are published, as well as my activity on other social media sites. Plaxo Pulse got this right with their ability to add unlimited feeds of your activity around the web. With our web identities becoming increasingly fragmented as we participate in myriads of sites, the ability to unify it all in one place for business could be very useful.
- Events - The option to add business events, and RSVP so that others can see if you’re attending could help people publicize events to a broad audience, and connect to people they’re interested in meeting. If done properly, LinkedIn could potentially take over all business events from Meetup.com.
- Photos and videos - I love seeing pictures from events, whether I’ve attended them or not. Videos from events, as well as business related videos could provide useful content to my network.
- Documents - Here’s where LinkedIn could stand out in the business networking world: documents are an integral part of running a business. If there was a document sharing area of LinkedIn, people could share and recommend templates for contracts, MOUs, NDA, letters, emails, invoices, work orders, and more. In addition, authors could share their e-books or articles on business topics.
LinkedIn has come a long way, but it has a lot of potential beyond adapting facebook’s features in a business setting. facebook succeeded by thinking outside of the box, and I’m sure there are ways that LinkedIn could become a leading business networking site in ways beyond copying facebook.
Oh wait, is that a question for me from Bill Gates? Bill, I’m flattered, really.
So what’re you waiting for? Connect with me on LinkedIn!
I know this is way overdue, but I actually have to work sometimes. So apologies.I already wrote a general overview of SphinnCon Israel. The next four posts will cover the sessions, and the information that I thought was most interesting and useful.
Barry Schwartz from Rusty Brick and Search Engine Roundtable kicked off the event with an introductory presentation. He explained that he was here for his nephew’s bar mitzvah, and the event was planned around that. So a big thanks to his nephew for being born 13 years ago. Also, as I mentioned in my previous post on SphinnCon Israel, he is hoping to hold a much bigger event, on the scale of SMX, in Tel Aviv.
Here is a summary of Barry’s introduction. Scroll down to see it in video:
Google’s secret for good SEO: good content
As I mentioned in my previous post, an Israeli Google representative in Dublin sent a little video to us to wish us luck at the conference. He gave us the official Google “secret” for getting good search engine results
- Good content
- Use Google Webmaster Tools to make sure your site is running properly.
The people on the panels seemed to think there’s a bit more one can do to rank better in the SERPs.
Paid Text Links
Matt Cutts went on record for the first time in September 2005 saying that he doesn’t like text links. In October 2006, he warned about a possible penalty for text links. The penalty came in Oct. 2007, when many bloggers and sites saw their PageRank drop.
Google PageRank
Barry said that the Google toolbar shows a different page rank than Google actually uses in their algorithms. So it’s possible that you see a public PageRank of 4, but in fact your value according to Google may be higher or lower. So in fact, we could just ignore PageRank, and go along doing our best to build up our sites with good content.
PPC and Adwords
PPC is seeing steady inflation. The cost per keyword increased 25% over the past six months. Why?
- Click fraud, which is increasing. Click fraud in content networks is higher.
- More competition, which means more people don’t know what they’re doing and are bidding too high.
- General economic factors - things cost more.
- New PPC algorithms
Virality
Barry spoke a bit about things going viral, and said that the first ever viral success was the The Hamster Dance, a little video of dancing hamsters that was sent around via email. This brought to mind the most watched video on YouTube: The Evolution of Dance, which currently has been viewed over 74 million times. I think these two examples of what humans are attracted to is an interesting (worrying?) commentary on human nature.
That’s all for now. I hope I’ll get the next part up next week. Here are the videos:
Part 1
Part 2
And…The Evolution of Dance (I couldn’t resist)
As I wrote a few days ago, SphinnCon came to Israel this week on February 5 in the form of SphinnCon Israel. It turns out that this wasn’t only the first SphinnCon in Israel, but it was the first SphinnCon ever! So, this is yet another example of a first for Israel, kind of like how the first WordPress conference, WordCamp, to take place outside of the US took place in Israel.
I took extensive notes at each session, which I had planned to live-blog but couldn’t due to a minor technical difficulty: no wireless internet. I will post the summaries over the next few days, but in the meantime, here is a summary of the entire event, and some related links:
Sphinn is pronounced Spin
One of the most important lessons from this conference was that Sphinn is actually not pronounced Sfin, but Spin. Go figure.
Google sent greeting video from Dublin
After Barry Schwartz’s introductions, we got to see a video sent specially to us from Google in Dublin. Alon, the Google rep in the video, tells us how excited he is that SphinnCon has come to Israel, and he gave us an SEO tip straight from the Google guidebook: write good content. I can see how that tip is in Google’s interest, since they would love the web to be a big database of useful information that users are searching for, but after this conference it seems that there are a few other things you can do to promote your site too.
Anyways, here’s the video (Hebrew):
The food was delicious
I don’t know who the caterer was, but the food was great and plentiful. Did I hear you scoff? Food is important, excuse me.
This was a test event for something bigger next year
SphinnCon Israel was an attempt to test the waters to get an idea of the potential interest in a bigger SEO conference on the scale of SMX next year in Tel Aviv. From what I could see and from what the organizers told me, SphinnCon Israel was a huge success. The registration for the 165 spots quickly filled up, and they added another 15 seats, and were still getting requests from people to join! They barely advertised, and yet word-of-mouth spread the news quite quickly and widely.
In addition, the event succeeded despite the fact that it took place in Jerusalem. Don’t get me wrong - I love Jerusalem. But most technology-related events take place in Tel Aviv, which is the heart of Israel’s hi-tech sector. Tel Avivians aren’t big fans of coming to Jerusalem, and yet they came in droves, and more would have come if there had been room.
So hopefully this all means that we can look forward to a really great event next year!
The panels were excellent
There were three panels:
- SEO Panel: Paid Links & Penalties
- PPC Panel: Will the PPC Model Hold Up as Click Prices Rise?
- Social Panel: Should You Social?
I thought that the panels were done really well. Each panel began with a short presentation by one panelist, and then the rest of the session was made up of Q&A. This was a great format since it kept people’s attention, and ensured that the audience learned about issues that really interested them. I learned a lot, and the panels helped me take my jumble of knowledge on SEO and make some order of it, which I appreciated.
I didn’t go to the After Hours Party in Tel Aviv, but I’m sure it was nice too.
We got free t-shirts that said “The First SphinnCon Evar”
Yes, “Evar.” I think someone forgot to do a spell-check.
There were women in the audience…
Yes, the “no women on the panels” issue again. The organizers explained to me that they really tried to get women on the panels. I really don’t blame them for this. It seems to be a global problem: Jeremiah Owyang wrote about it recently on his blog, and the comments reflect the depth of the problem. See, for example, Lena West who says:
I simply DO NOT BUY the story that conference organizers give when they say there are no women available. I know how the game works. These ‘organizers’ ask the other speakers for recommendations and men refer other men. That’s the deal. I just spoke at an event in Miami and I recommended three of the speakers. Heck, it makes a very busy job easier to just go on recommendations…why wouldn’t they?
Ok, nuf about that.
Related Links and Resources:
These links will help you get a picture of what the conference was like:
Panel Presentations (available for download in PDF format on the SphinnCon Israel page)
SphinnCon Israel 2008 Recap - this post has links to most of the blogs that wrote about the conference, and most of the flickr photos.
Photos:
British Yosef’s photos (really professional)
SMO.co.il’s photos
RustyBrick’s photos
Sponsors:
Compucall
eToro
Jerusalem College of Technology
K.co.il
Play65
The event organizers:
Nekuda.co.il
RankAbove
Rusty Brick
Tens Technology
Third Door Media
Videos (from YBO Interactive):
(Top photo from British Yosef’s photos.)
GM is one of the few automobile giants who has enthusiastically adopted social media as part of their marketing strategy. And now GM sales are reported to be up, while other auto companies like Ford and Toyota are reporting drops in sales. Is there a connection?
First GM blog launched in 2005
General Motors was an early adopter of blogging and social media with their first blog, Fastlane, launched in January 2005. The goals of the blog were to:
- Develop a fast way to reach out to and hear from customers, and attract significant web traffic.
- Help GM overcome its lumbering-dinosaur image, and close the gap between customers’ outdated perceptions of GM quality and the improving quality of new cars and trucks.
- Attract other blogs and web sites to link to the FastLane blog
(source: Council of Public Relations Firms )
Fastlane is written by none other than GM Vice Chairman Bob Lutz, making GM the first major corporation to feature posts from a senior executive.
Wait a second; am I saying that GM, the old clunky American auto company is actually progressive? Until recently nobody would call GM trendy, but that perception is changing, and it could have a lot to do with the direction communication channels they have with their community.
Second GM Community Site launched 2008
Recently GM launched its second major social media initiative, a new website called GMNext. The GMNext blog is built on the WordPress Open Source blogging platform, and users can collaborate on the site by uploading photos, videos, and more. Here’s how GM presents this new site:
Over the next year, General Motors will celebrate the start of its second century through GMnext, a dialogue-based campaign that engages people via social media and interactive experiences. As a platform to showcase GM’s commitment to transportation solutions employing technologies that are relevant to consumer needs, GMnext will demonstrate our focus on solutions to the challenges that will shape the future of transportation.
Aren’t they just wasting their time?
Why would a global corporation like GM “waste” it’s time with social media? After all, social media is very difficult to calculate direct ROI for, and the big guys like to see concrete results that they can measure on paper for their investments. Well, here’s a list of the benefits GM gets from their social media marketing strategy:
- Bob Lutz says he receives better consumer intelligence from reading the comments on his blog than those from traditional market research channels, like surveys and focus groups.
- Forrester compared the results of GM’s Fastlane blog to those of a focus group, and since a focus group costs about $15,000 a month, which works out to $180,000 each year, GM has achieved similar results via their blog, and saved itself $180,000 in cash per year.
- Creating a sense of cooperation and interest in clients and the community. Beth Lowery, GM’s environmental and technology officer, said that GM is trying to engage their customers one car at a time. Internet experience and excitement is created from the driving experience.
- Transparency: The company is also much more transparent about its design process, making its challenges and hopes open. Lowery says transparency is engaging suppliers and customers alike, bringing them into the process. (From Social Media Explorer)
- Increases chances of reaching younger buyers:
Automotive analysts said the strategy of involving customers and potential customers in the online forum is a smart move, particularly for reaching younger buyers.
“If they’re going to grow their market share, they’re going to need to bring in the younger buyers, who are buying imports because their parents bought imports,” said Joseph Phillippi of AutoTrends Consulting. “This is a big step in the right direction.” (From freep.com)
- Profit? Increase of 2.6% in sales compared with January last year.
GM’s social media strategy is working because they are creating an entire user experience, both on and off the web, and are not depending solely on their online presence. They are making efforts to ensure that their cars match the online experience they describe, and that excited GM owners can join the growing GM community.
Ford succeeds…and then fail at social media
One other auto company that is jumping on the social media bandwagon, albeit more slowly and a little shakily, is Ford. Ford recently released their first social media release. A social media release is an evolving structure that is aimed at becoming the modern answer to the ancient format of the conventional press release. It includes “social” elements that are updated, and that users can break apart and use as they see fit, such as flickr photos, de.licio.us tags, etc.
Unfortunately, a few weeks later Ford’s lawyers did a very unsocial thing and stopped some of their most exuberant fans from printing up a fan calendar with photos of their own Ford cars in it.
“The folks at BMC (Black Mustang Club) automotive forum wanted to put together a calendar featuring members’ cars, and print it through CafePress. Photos were submitted, the layout was set, and… CafePress notifies the site admin that pictures of Ford cars cannot be printed. Not just Ford logos, not just Mustang logos, the car -as a whole- is a Ford trademark and its image can’t be reproduced without permission. So even though Ford has a lineup of enthusiasts who want to show off their Ford cars, the company is bent on alienating them. ‘Them’ being some of the most loyal owners and future buyers that they have. Or rather, that they had, because many have decided that they will not be doing business with Ford again if this matter isn’t resolved.” (From BoingBoing - read more there)
As Todd Defren over at PRSquared put it, “Ford pulled the spark-plug right outta their hearts.”
“It’s not as if the BMC effort was draining revenue from Ford’s coffers,” he continues. “If anything, any revenues resulting from calendar sales would help sustain a Ford Fan Club!”
The struggle of the social revolution
GM and Ford are interesting examples since they are from industries that are traditionally not considered hi-tech. They are also examples of big corporations trying to get a grasp of the new reality of social media. GM, as an early adopter, seems to have understood early on that the traditional control over the customer that they were used to is slipping out of their hands. Instead of resisting, they more or less embraced the new medium and reached out to their customers, and I think we can see real results in their sales reports.
Ford is trying to join the new web, but the above incident with the over-zealous lawyers is a speed-bump of an attempt to retain control. They’ll get the hang of it, and it will be interesting to see how other businesses, both big and small, add social media to their marketing basket.
(I recently experienced a Ford-like episode with a pretty big company that produces one of the world’s most successful Open Source platforms. You can read about it and the resulting comments here.)
Update March 20, 2008: GM announces that it will dedicate half of its $3 billion budget to digital and one-to-one marketing in the next three years. GM will invest in several online methods including gaming, search, mobile and a broad array of interactive applications. See this article for more information.
SphinnCon Israel is sold out! SphinnCon Israel is a SphinnCon networking event focused on search and internet marketing, and is taking place this coming Tuesday, February 5 at the Jerusalem College of Technology (also known as Machon Lev). This event is exciting thanks to the incredible lineup, with representatives from well-known international companies like Google, TechCrunch, Kenshoo and Yedda (see my previous interview with Yedda’s Lior Haner, who will be speaking at the conference), and thanks to the location: Jerusalem! For once I don’t have to schlep to Tel Aviv for a great event, and I am thrilled.
There are also some really interesting reps from lesser-known but really professional Israeli companies: Tzvika Avnery will be there from Tagadam; Tzvika is a pro in the social media sphere and his company develops apps for social networks, among other things. Eli Feldblum from RankAbove will be there too; Eli is actually pretty well-known in the SEO world for his expertise, and his company services clients from all over the world. I’m mentioning these guys because I know them, but I hope I’ll get to meet the others on the panels too.
The main guy behind the whole thing is Barry Schwartz, the Executive Editor at Search Engine Roundtable, and President of RustyBrick, “a Web services firm specializing in customized online technology that helps companies decrease costs and increase sales.”
Here is the speaker list as from Barry’s latest post on the event at Search Engine Roundtable:
SEO Panel
PPC Panel
Social Panel
Cool, eh?
Here’s what’s not cool: not a woman in sight on the speaker list. Not one. It’s a celebration of testosterone. I’m not against testosterone, but it would be nice if it was toned down a bit by at least one representative from the other 51% of the human race. And it’s not like there aren’t impressive women in the industry: how about Tamar Weinberg, who works at Rusty Brick and writes the amazing Techipedia blog? Or Tzvika Avnery’s partner at Tagadam, Orly Izhaki, who has a really impressive background in web-related ventures, and writes at smo.co.il (Hebrew)? Don’t tell me they were unavailable as an excuse. I’m sure there’s at least one woman in the web industry who could have been available.
Anyways, I’m really looking forward to this event, and I’ll hopefully fill you all in on how it goes. If they have internet access, I may even Twitter and live-blog the event like a good lil’ social media geek should.
We at illuminea try to encourage our clients to incorporate blogs into their websites since, in our opinion (and in the opinion of many others), the typical corporate website is not as effective as it could be. With content that rarely changes, and little to no engagement with clients and potential clients, traditional corporate websites are little more than online brochures, and do not utilize the power of the medium on which it sits: the web.
Jeremiah Owyang, a Web Strategist with Forrester, wrote a great article on the topic called “The Irrelevant Corporate Website,” explaining why the typical corporate website is increasingly irrelevant in today’s age of fresh new content and cooperation with consumers.
The article was so groundbreaking that it’s been translated into many languages, most recently Hebrew. Omer Rosen did the translation.
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