Jon Samsel

It’s that time of year again when we American’s reflect on our past and make optimistic (if not unrealistic)  goals for our future. 2009 was full of new-found interests, change, as well as ups and downs. The frequency of my Twitter posts surpassed my blog posts. I used LinkedIn in bold new ways to enhance my professional network–which led to many unexpected and engaging experiences such as speaking engagements, reconnecting with many old friends, interesting business propositions, a Twitterview with a European blogger, inquiries from executive recruiters, participation with charity organizations, and connecting like-minded people together.

In reviewing my year-end Google Analytics reports for JonSamsel.com, I was surprised to see which of my blog posts rose to the top of my ‘page view top 10 list.’ I share with you my top ten posts for 2009 in order of popularity.

1. 5 Ways to Take Advantage of a LinkedIn BETA Tool: Company Profiles - I had no idea when I published this post that it would be my most popular post (by far) for 2009. I think it was simply the right post at the right time, helping people figure out how to use LinkedIn in a new way. Nearly everyone I know uses LinkedIn and I love the service. So I guess when you write about a subject you are passionate about, it comes out in the final piece and people pick up on that vibe.
2. 7 Ways to Leverage LinkedIn to Expand Your Social Network -Similar in scope and tone as my number one post for 2009, this post zeroed in on the social networking capabilities of LinkedIn.
3. The Best Social Media Monitoring Tools Used by Today’s Top Creative Agencies & Brands - I had fun writing this post because it was my chance to share some of the tool I use on a daily basis with all of my readers. They responded by reading this post in droves. The other aspect about this post that I love is how it profiles several new start-up firms. It’s always nice to be able to talk about small companies before they hit it big.
4. The Twitter Effect: How 140 Character Micro-Blogging Can BeneTweet Your Company - I write this post just as I was getting up to speed on how companies could benefit from using Twitter. Obviously, many of my readers found value in the the article as well. Note to readers: I have seen the word ‘BeneTweet’ used several times since my original post, a combination of the words Benefit and Tweet. Nice to know it’s still possible to coin a term now and then. Note to self: Not 100% sure I was the first person to use the term BeneTweet, but at the time, I did think I was being somewhat unique.
5. 15 Ways to Promote Your Book -When I first started my blog back in Oct 2008, I focused more on writing and design topics than I do today, since so much of my early career was spent working as a writer and editor. I am always happy when I can assist other writers publish and promote their work. This article was my way of providing some helpful utility to scribes everywhere.
6. Retweet: Harnessing the Word of Mouth Marketing Power of Twitter - Another post about a Twitter topic, when I was fast discovering the in’s and out’s of the platform. So much has changed since then — it feels like this article is very dated even though it’s only 10 month’s old!
7. 10 Step Process for Designing a Landing Page that Delivers Results - This is another post I enjoyed sharing with my readers. Landing page optimization is such a special skill set that very few marketers have mastered, yet it’s a critical component for any online marketing campaign looking to achieve ROI success.
8. Hope Springs Eternal: An Interview with Amy Neumann - In 2009 I had the pleasure of interviewing Amy Neumann, a member of the Capital Campaign Committee for Hope Gardens, a charitable ministry of Union Rescue Mission. It was an uplifting piece, a bit out of the ordinary for my blog, but I was determined to help Union Rescue Mission in some way. I can recall telling Amy about the possible benefits of using Twitter — and recently I saw Amy had amassed a following of over 11,000! Go, Amy, go!
9. Social is the New Search - One of my favorite blog posts of 2009 made it into the illustrious top 10 list. I wrote the post after seeing first hand the impact that social media conversations were having on the SEO efforts of major brands. Unfortunately, most brands still don’t seem to have headed the message. But there is always 2010 for a time of awakening!
10. 30 Ad Agencies Ranked By Heardable Score - I really enjoyed creating this post as well. I had been turned on to a new start-up called Heardable a few weeks prior and I really wanted to put their brand scoring tool to the test. What amazed me was how poorly the top creative firms were doing in the area of online marketing. They were preaching to others but failed to practice what they advocated. The stats in the article were shocking — and I received several alarming emails from concerned agency staff who tried to refute the article. I stick by my every word.

Recently I was on LinkedIn and came across the following SEO question:

“Looking for one of the best SEO companies in the world. Can anyone recommend one that has amazing track record / recommendations?”

I read through the Q&A thread. Over 20 people responded by providing SEO tips, as well as the names of SEO firms to follow up with. Some were big name SEO companies, some were creative agencies, and some were unknown to me.

I decided to do a little detective work. You see, from my experience, not all search optimization firms practice what they preach. So I thought of a quick way to gauge which SEO consulting firms were legit and which ones are full of bologna–run a Websitegrader report on each firm’s URL and then compare the results.

Why use Websitegrader? There are lots of free tools online that measure this and that. I like Websitegrader.com because it looks under the hood of a company’s URL to uncover what developers are doing well and where they could use improvement–mostly from an SEO point-of-view. They also provide a score so you can compare one website against another.

Websitegrader is not foolproof, mind you, but the results are very insightful. And as long as Websitegrader applies the same algorithm to the each website they grade, a user should be able to benchmark the good from the bad, from the ugly.

I looked at 30 SEO firms mentioned in the LinkedIn Q&A thread. The results were somewhat surprising. Here is how these companies ranked by Websitegrader on a scale of 0-100, 100 being best:

99.9 - www.bigmouthmedia.com
99.7 - www.6smarketing.com
99.7 - www.primevisibility.com
99.6 - www.bruceclay.com
99.6 - www.webadvantage.net
99.5 - www.vizioninteractive.com
99.4 - www.submitawebsite.com
99.3 - www.seo.com
98.9 - www.oneupweb.com
98.2 - www.webmetro.com
97.9 - www.netconcepts.com
97.6 - www.iCrossing.com
97.3 - www.thinkseer.com
96.5 - www.purevisibility.com
96.3 - www.seojunkies.com
95.9 - www.increasevisibility.com
95.5 - www.reprisemedia.com
95.5 - www.rustybrick.com
95.0 - www.seop.com
94.0 - www.nowspeed.com
93.0 - www.ilikesem.com
92.0 - www.usawebsolutions.com
91.0 - www.tmpdm.com
90.0 - www.iprospect.com
85.0 - www.360i.com
85.0 - www.razorfish.com
71.0 - www.ip-seo.com
67.0 - the-ccg-group.com
43.0 - www.asenyo.com
27.0 - www.wsiim.com

Who would have thought BigMouthMedia would outperform so many larger competitors? Of course, these results don’t mean that any of the above-rated SEO firms are not good at doing search optimization for their clients. I am pretty sure many of them are just busy doing client work…so busy that they have neglected their own website optimization efforts. However, for prospective companies considering doing business with any of these firms, wouldn’t a prudent client take a close look at an SEO company’s track record–both client results AND the quality of the SEO firm’s website as well? I think so.

If you are thinking about hiring an SEO firm to assist your company optimize its website for search engine rankings, you might want to run a Websitegrader report on the SEO agency first. Not only will the resulting grades be useful in evaluating two SEO firms against each another, but you can use the scores as a conversation starter when talking to the sales manager from an SEO firm trying to sell you their services. It really trips them up when you ask them why they scored so poorly next to competitor X!

Did I just say that?

Good luck.

Unless you’ve had your head buried in a hole for the past few months you have probably stumbled upon a blog post or two touting Google’s interest in purchasing Twitter as a way to leapfrog forward (and dominate) the real-time search market. Whether or not Google is actually interested in acquiring Twitter is not as important as what is says about the prospect of social search as the next big thing. Move over SEO, SEM and social media. Social search (as its own channel) has arrived!

Social search is an emerging new marketing channel. It’s not paid search, nor organic search, and it’s not social media either. It may be a close cousin to each but it’s a channel in its own right–and it is growing at a fantastic clip.

Trust is the Linchpin

As many of you have already heard in popular search marketing presentations, Google currently functions as every company’s home page. Seventy-two percent of all U.S. searches are done using Google, and people tend to type in branded URL’s even though they could just type it into the address bar to get to the site directly.

Most people trust Google but if you asked these same users if they trust Google’s results, you might elicit a difference response.  For many, trusting Google’s results depends on what they’re searching for compared to what’s presented on the results page.

A recent search for the branded term, Allstate Insurance, for example, yielded 3,210,00 results. Something tells me the majority of these results are bogus, spam, or at least, somewhat insignificant on the relevance scale. So does a Google user trust only the results that appear on page one or should all 3 million+ results be trusted as well?

Compare Google with your own person social network. Most people trust their social network. And this trust seems to be manifesting into actions.

Take a look at these recent statistics that showcase social media’s impact on the retail purchase decision and consumption process:

“60% of consumers are actively involved in generating and sharing buzz.”
- Forrester Research

“80% of consumers say recommendations are the best sources of information.”
- Universal McCann

“Over 90% of consumers say WOM influenced their purchases”
- DoubleClick

Social Search Is Not Paid Search *

• Community is at the heart of the web experience, hence the rise of social media
• Hundreds of these communities are emerging
• And there are thousands of services that help connect these communities and share data amongst these communities
• Brands haven’t been invited into these communities, it’s about individuals
• Brands are trying to figure out how to become part of these communities because they know that effective listening is critical to business success
• Social media advertising is an oxymoron. You can’t buy your way into this club
• Social is not about advertising at all

Social Search Is Not Natural Search

• The big search engines are already playing a role in social search
• Most engines are morphing their algorithms and business models to account social content (Microsoft’s Bing comes to mind)
• Some social networks, like Twitter, have built in search (and user love it)
• New vertical search engines and social listening services are emerging to help people tap into this mountain of real-time, word-of-mouth content that can appear in many formats
• But is social search similar to natural search optimization?
• It’s not about tweaking a web site’s content & code
• It’s not about adding localized content pages to a website
• It’s not link building
• Social is not really about optimization at all

Social Search Is Not Social Media

• Social media is more about testing, influencing and monitoring
• It’s about user-centric conversations
• For companies, activities inlcude actively monitoring brand, reputation, and threats
• It’s also about tracking sentiment and buzz volume over time
• And its also about customer service outreach
• For some companies it’s about sales & promotions too
• But social media is not social search

The Social Web (of Opportunity) Is Huge

From a size & scope standpoint, the social web is already huge (and it’s growing!). It’s made up of content that lives as DATA, which does not necessarily reside on a single, traditional website. Consumers are publishing unprecedented quantities of data across all types of networks, sites, services, and feeds.

And the scary part is that the social web is already impacting opinions, brand perceptions, purchase decisions, along with the public psyche.

Social search can be thought of as the mechanisms used to tap into this emerging mass of trusted knowledge. These mechanisms are a combination of popular search technologies we already know and use today (Google, Bing, etc), new platforms (Hunch, Collecta, Cha Cha, etc.) and intra-search tools that help users navigate the popular social platforms (Twitter, LinkedIn, Flickr, etc).

New types of search engines are entering the fray, allowing users to:

• Conduct real-time searches
• Review conversations, reviews, comments, ratings & tags
• Helps find multimedia content, RSS feeds, blogs, and other web 2.0 content

The big takeaway around social search is the enormous opportunity–and challenge–it presents to companies around the globe. To be successful in social search, businesses must formulate a proactive strategy that directly influences and impacts who, what, where and why certain results are FOUND whenever, wherever, and however a social search is performed.

That’s no easy task. The good news is that nobody has mastered it yet and it will be years before the rules of engagement and optimization best practices are etched into stone.

* Several of the bullet points in the ‘Social Search Is Not Paid Search’ section of this post can be attributed to Rob Key, a panelist at SES NY, March 2008.

The Company Profiles feature on LinkedIn is a cool research and networking tool (in BETA) that helps users gain some keen insights into what companies are all about, what’s happening within those firms, and who within these companies you should consider connecting to. Since LinkedIn tracks so many types of inter-related pieces of information on their system, they are in a unique position to find trends in the work history of users and identifying connections between companies. According to LinkedIn, “[Company Profiles] information was aggregated from non-personally identifiable data of LinkedIn users who are currently employed by this company. This data only reflects estimates about this company’s employees and is not endorsed or provided by the company.”

Getting to the tool is easy. In the top navigation bar on LinkedIn, click on the ‘Companies’ tab. You can locate companies by keyword, country, zip code, by name or browse by industry. Once you’ve located a company you are interested in (in my case, eBay) you are ready to start spelunking all that Company Profiles has to offer.

So what’s so great about Company Profiles? LinkedIn quickly calls out the social movers and shakers within any given firm, how far away these people are from you—2nd degree, 3rd degree, and who they are likely to be employed by next (aka their extended career path). Company Profiles shows you the names of people who recently joined a company, what type of positions are most common with that company, and the gender mix of employees at that firm. LinkedIn’s Company Profiles feature can be leveraged to locate these data sets, and more.

It is true that some data in Company Profiles is not 100% accurate from a research point of view (the feature relies on members and partners for some of its data). But as a social networking tool, the interconnected data trends that LinkedIn provides are robust in and of themselves. Plus, the information is free for you to leverage as you see fit.

Company Profiles Can Help You Network in Five Easy Ways

Company Profiles helps you better leverage your most valuable LinkedIn asset: your personal connections. Through Company Profiles, your former, current, and potential colleagues and their connections can become valuable access points for you to capitalize on. Company Profiles can help you:

1. Find a new job
2. Secure new clients or assignments
3. Conduct competitive research
4. Identify business partnership opportunities
5. Spot the most socially connected employees at any given firm (the influencers)

Find a New Job

Company Profiles provides a list of all the LinkedIn users in your network (up to 3 degrees away from you) who currently work at a given company. LinkedIn users who have recently joined a given company are also displayed. Recent promotions or changes to positions are listed, along with the most popular positions held across the company. If you are a job hunter, what a great resource this is tap into!

For example, let’s say you are seeking a project manager position at eBay. By using the Company Profiles feature on LinkedIn, today you would discover:

• 2% of eBay’s 10,000+ employees have jobs relating to project management (so this company does need your services)
• Most people at eBay work out of San Francisco (if you live in the Bay Area, this would be a good company to consider working for)
• The number of current eBay employees you know or are connected to (they may know eBay managers who are hiring, and perhaps they can even recommend you for a job)
• There are 7 divisions within eBay that might also be hiring project managers (PayPal, Shopping.com, Half.com, StubHub, mobile.de & eBay Motors GmbH, ProStores and Skype).

Landing a new job is never easy—and it helps if you are searching while still gainfully employed. LinkedIn should be considered as one of your first job hunting resources. It’s not a job search and resume submission site per se, but by utilizing its social networking tools, you can read about new positions being offered and who you might know that can open a door or two for you. The rest is up to you.

Secure New Clients or Assignments

Okay, so you are a graphic designer, freelance writer, salesperson or perhaps you’re a technology consultant trolling LinkedIn looking to drum up new business. Where do you start? How can you harness Company Profiles to secure an assignment or a new client without being perceived as a networking marketing leech?

Two words: Research wisely. The one thing Company Profiles does well is help users sort and search for relevant data, quickly and easily.

Here are a few suggested next steps:

• Use Company Profiles to search the industries you’re most interested in working with
• Locate the employers, experts and customers you most want to talk to
• See who you know at your target companies, or who in your network can introduce you to them
• Ask questions or exchange ideas with like-minded people (join a group and participate in a discussion). By tapping into a broad network on what you can offer and what you are looking for, you may be impressed by the number and quality of replies/referrals

Conduct Competitive Research

The company descriptions within Company Profiles are provided to LinkedIn by Capital IQ, a division of Standard & Poor’s, a company that provides financial research and analytical solutions to over 2,400 investment banks, fund managers, and corporations. Besides a company overview section, key statistics such as headquarter locations, industry type, type of company, size, revenue, year founded and a link to their website is also included.

The above-mentioned fields of information are valuable in their own right, but combined with some of the related social networking information provided, the context of this research data can be exploited to achieve your desired goals.

Identify Business Partnership Opportunities

LinkedIn is a business person’s best friend. It takes your personal business network online, giving you access to people, jobs and opportunities like never before. It’s your 24/7 electronic rolodex!

LinkedIn’s motto is clear: Connect the world’s professionals to accelerate their success. Built upon trusted connections and relationships, LinkedIn has established the world’s largest and most powerful business network. Currently, over 34 million professionals are on LinkedIn, representing all five hundred of the Fortune 500 companies, as well as a wide range of brands across dozens of industries.

So how does one go about leveraging Company Profiles to partner and do business with other firms? The key is to be proactive, but smart about approaching potential business partners. One of the big misconceptions about LinkedIn is that it takes too much time to master and that it’s ineffective. Wrong! LinkedIn really works. The key is not waiting around for others to come to you—you need to reach out to others in a classy, respectful and compelling way. Don’t be a business wallflower. Introduce yourself to those you don’t already know, or ask people to introduce you to contacts of theirs that can assist you. You’ll be glad you did, as most LinkedIn users are members for the same reason—to accelerate their business careers.

Let’s take my profile for example. As of January 27, 2009, I had 437 connections linking me to 4,577,100+ professionals on LinkedIn. That’s a pretty large pool of potential business partners to reach out to. I might start my prospecting efforts by searching Company Profiles for companies in need of my products and services, then look to see how many current and ex employees are in my connected network. I would start with those I know directly (1st), then move on to those I know indirectly (2nd, 3rd, etc). I would have my hands full with prospective partner contacts in no time. Then it would be up to me own pitch and follow through as a means to secure new business.

Spot the Influencers

Popular profiles can be found in the Company Profiles section of LinkedIn. These are users who are spotlighted because they are actively updating their profile, being referenced in Q&A’s, getting email solicitations, participating in industry groups, using embedded tools, and/or frequently the result of searches and other activities within the LinkedIn network. According to LinkedIn, “users who appear on this list have the most profile views at their company.”

Why is important to identify and communicate with the key influencers related to your line of work or interest? Influencers can create buzz around your product or service, and they can open up unforeseen opportunities for you. By tapping into their social equity and by engaging in word of mouth marketing on your behalf, social influencers can boost awareness and transfer some of their social capital to you.

Brand advocacy fuels business growth—and it can be more important and effective than brand awareness or satisfaction. Influencers can help influence the business decisions, and the purchase decisions of others because what influencers have to say is generally trusted more than other sources.

Some assertive social influencers such as TopLinked LIONs (LinkedIn Open Networkers) have figured out how to harness The Hawthorne Effect, which involves getting others to participate in trialing, testing, reviewing and suggesting improvements to whatever they are working on—a product, business concept, website design, media plan, start-up venture, and the like. The theory goes that collaborative participation inevitably makes everyone positively disposed to the subject at hand, and those with whom you engage end up among its biggest champions. LIONs and other social media influencers have figured out how to tap into, exploit and share this new form of network marketing—hypertext magnetism so to speak.

Now that you can start to see the benefit of following, communicating and befriending the most socially connected employees at any given firm—it’s time to network with them. Keep in mind that first impressions are everything. Don’t contact an influencer until you are sure you have something worthy to talk about—and to offer. Poor first impressions could have a lasting negative impact…so be careful.

Here is an amazing statistic for you to digest: LinkedIn has over 34 million members in over 200 countries and territories around the world. In fact, a new member joins LinkedIn every second of every day! If you’ve ever wondered how to harness the power of Linkedin to grow your social sphere, land a job, promote your company, whatever—then this article might provide you with a few actionable ideas to propel you forward.

Here are seven simple ways to leverage LinkedIn to expand your social network:

1. Create a robust profile. It’s really important to take the time to make your LinkedIn profile as detailed as possible. Yeah, it’s a hassle, especially since you can’t simply upload your resume and pre-populate LinkedIn’s forms with the click of the mouse. But once you fill everything out, your profile can act as a 24/7 beacon that attracts other LinkedIn users to you. For example, by listing the fraternity you were a member of in college or by including the sport you played, skills you’ve acquired, or awards you’ve won—you increase your odds that a person browsing your profile with find a common interest. This, in turn, will make it easier for them to reach out to you because now the two of you have a common frame of reference from which to start a dialog.

Updating your Reading List is another way you can round out your profile (although this is officially a LinkedIn tool or application (more on this later). This tool is easy to use and it’s one more way for people to get to know you through the books you enjoy and recommend.

Whenever I am on LinkedIn looking for people to connect with, I love it when I find a common bond or interest with someone I don’t yet know. I often include this tidbit of information in my letter of introduction to them. This method has been successful for me 90% of the time.

2. Share the now. Why not describe what you are working on right now, or what you are looking for—LinkedIn makes this easy to do. Describe the type of project you are toiling away at. Or the type of customer you hope to land next. Or even the ideal job you are looking for. Simply update the LinkedIn profile tool that asks, ‘What are you working on?’ Update this as often as often as possible. Think of this feature as a mini-Twitter on LinkedIn (only not nearly as robust and powerful).

This is an easy profile update feature that serves two important purposes:

• It informs your network what you are doing right now. If what you are doing is of interest to them, you are likely to hear from them right away. People generally know this is the closest thing to a real-time content post you will see on linked in, and people often chime in on what you have to say since it feels like they are responding to what you’ve posted. Try it and see. Of course, it helps if you have enough people in your network to begin with!

• LinkedIn posts the ‘what you’re working on now’ post in their status update feed, which functions as a newsfeed and populates this information across your existing network—increasing the odds that someone will notice what you are doing and engage a dialog with you.

3. Add connections. This is where LinkedIn has made ‘connecting your network’ easy. You have a choice of inviting contacts one by one, importing contacts from Microsoft Outlook or from your webmail accounts such as Gmail or Yahoo Mail, or even connect with past or present colleagues/classmate by viewing a list of individuals already using LinkedIn. This single connectivity feature will help jumpstart your LinkedIn connections like no other.

4. Join a group. Better yet, join lots of groups that are of interest to you. You may not get accepted into all of the groups you solicit, but try anyway (many groups require that you have a background related to the group’s charter…again a robust profile listing listing all your experience will aid you here). Joining a group is free and there is nothing to lose by participating. I have found that by becoming a member of a group, you immediately increase your odds of meeting people with common interests. And by reading and engaging in the group’s discussions, you can learn about the people, issues and subjects that are of interest to participants.

5. Offer something of value/Give of yourself. Help someone in a group by answering a question or contributing to a discussion topic. Not only does this show good will on your part, but this act of giving has a positive ripple effect on your LinkedIn network that may surprise you. For example, yesterday I answered a question posted by a member of the LinkEds & writers group who inquired about getting a literary agent. I provided some brief advice, plus included a link to a few articles on my blog that were related to the topic. From this simple act of helping this one LinkedIn user, here is the impact I have been able to measure so far (in a single day, mind you):

• 3 new LinkedIn connections
• 1 invitation to join a related group by the host
• 17 visits to my blog
• 2 favorable blog comments left by satisfied readers
• 1blog comment asking if I’d be interested in being interview for a new non-fiction book being written by an writer in the UK
• 2 new links to by blog
• 3 Delicious referrals to my blog
• 4 Twitter referrals to my blog
• 2 StumbleUpon referrals to my blog
• 1 kind message from an editor at a major national magazine thanking me for ‘pointing the group to these helpful resources’

Not too shabby considering I only answered a single question for a single person on LinkedIn. Multiply this by 10 times and you can quickly see how the act of giving can have a huge impact on your social networking goals.

6. Include your contact info. I am continually surprised by the number of LinkedIn users do not include their contact information for all to see (phone #, email address, website URL, blog link—include all or a cobination of contact methods, whatever you are comfortable posting). LinkedIn has become this generation’s Rolodex. It’s not enough to simply post you profile. You need to make it easy for people to get in touch with you.

For example, by not including your email address in plain view on your profile page, it may be hard for someone to add you to their network (LinkedIn will ask how this person knows you and if they select ‘other’ they will be prompted to submit your email address—if they don’t have it, the request can be denied). By including a link to your blog or company website, a LinkedIn user can visit your site at a later date and time when it’s most convenient to them.

7. Add an application (or two). LinkedIn has teamed up with premier companies to embed their applications into your profile. Connect your Wordpress blog, collaborate with Huddle workspaces, display your Slideshare presentations, and even display your current location, upcoming trips and travel stats via TripIt. Getting started is pretty simple. You’ll be able to install and use your new applications in only a few seconds.

Now that you’ve read all about expanding your LinkedIn social network by utilizing some simple pointers, try them out for yourself. I am confident that within a few days or weeks, you’ll start seeing results.

Keep in mind that results are subjective. Some people just want to connect with old friends and colleagues on LinkedIn and they are not trying to grow a large social network. Others are trying to utilize LinkedIn to promote their company/blog, land a new job, or generate new clients. And then there are others who aspire to become a LinkedIn Open Networker (LION) with 2500+ connections.

Whatever your ultimate goal, keep in mind that as your LinkedIn network grows, you may experience ancillary benefits too, such as increase visits to your blog, business partnership opportunities, guest speaking offers, ReTweets, inquiries from recruiters, a ‘hello’ email from a prior romantic interest, and more. You’ll never know what’s possible until you try.