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  • Paul Fennemore 12:36 on May 8, 2012 Permalink | Reply
    Tags: , , family arches, , , paul fennemore, social media, , , , , , , , viapoint, viapoituk   

    Don’t be corporate with negative posts on social networks 

    Don’t be corporate with negative posts on social networks

    ImageToday, I was asked by an oil company, how to prevent bloggers posting inappropriate comments on their social network pages. They are worried that they cannot control what is being said about their company, This is a major challenge for them that they did not know how to manage.

    The following is my response……………………………………………

    Your company is going on a journey with social media. The issue is that organisations don’t understand what that journey entails or where the destination is going to be.

    Therefore, grounded on extensive research I have done with two leading business schools, I have developed a social media adoption framework. The purpose of the framework is to give organisations a greater understanding of what they need to do to and how to do it.  Here is a link to the framework https://viapointuk.wordpress.com/2012/02/18/its-time-for-corporates-to-stop-playing-with-social-media/

    To your point about negative feedback.  In order for social networks to flourish they have to be open, transparent and honest. This means that you will get negative comments.

    If the comments are fair, then surely you need to know about them and act on them. When you deal with valid negative comments or even wrong perceptions, it’s important not to respond in an official corporate tone. You are dealing with individuals who need to be acknowledged and handled with respect and in the case of social networks, in a conversational manner.

    As social networkers operate in a real-time and interactive ecosystem you have to be resourced to operate in this environment. Delays in responding, if required, can cause further frustration and potentially lead to a social media bushfire of negative posts.

    If the posts are unfair the others members of the online communities are likely to shout them down without you having to do anything.  So when this happens, listen to see what happens. You may well find some advocates this way who you can go onto support and nurture.

    But don’t go down the route of firms like McDonalds who is building a network of fans by gratuitously rewarding them to post positive comments under a scheme called Family Arches. This misguided strategy will surely lead to yet and another backlash for McDonalds because it undermines all the tacit rules of social networks.

    However, there are ‘Trolls’. People who are intent on making unjustified negative comments and ‘social media stalking’ companies or individuals.  These people should not be responded to as you give them credence and great satisfaction by doing so. There are online laws for these people and if they are guilty of slander and harassment they can get legally managed.

    Companies who are adopting social media need to undergo a cultural change and transition to the new paradigm where the consumers, shareholders and employees have more influence over brand or service reputation.  Trying to suppress these vocies will cause a backlash. We have seen plenty of examples of this.  Key strategies are to define your ‘tone of voice, cultural change, set out an employee code of conduct and governance guidelines and even a ‘crisis management’ procedure.

    The issue is that most companies underestimate the resources required to manage their social media operations. It calls for resources including conversation and community management and moderation and good content generation.

    If you set off playing around with social media without a plan you are likely to run into trouble. Once a company has set up social network pages without a plan, skills and resources, the company is leaving itself open to a whole range of issues.   Therefore, formulate a strategy with the appropriate budget , resources and skills and importantly ensure that your board level directors understand it and are bought into it.

    Paul Fennemore is MD of Viapoint a leading social media strategy and services provider. Paul also conducts research with Henley Business School and lectures at Henley and Oxford Brookes University. He also found presenting and on panels at business conferences.



  • Paul Fennemore 15:37 on March 30, 2012 Permalink | Reply
    Tags: change management, , , ecommerce, marketing agency, marketing consulting, social business, social enterprise, social media, , social media world forum   

    The UK is 2 years behind with social media! 


    Having spent two days at the UK Social Media World Forum this week, despite having hundreds of visitors to the Viapointg stand and many enquiries,  it became increasingly clear that UK industry remains two years behind North America and many countries in the Far East. Also South America is rapidly overtaking the UK.

    The conference was well intended but by marketers and those who provide technologies to marketers.

    Whilst the conference is about social media it had a very narrow focus, a focus on how to use social media for marketing campaigns.   But even then, social media is not very effective for short term tactical campaigns.  However, there was some light at the end of the tunnel, as there was short panel session that covered other areas of business management that social is very effective for media http://t.co/TLog31Sb#SMWF@SocialMediaWF.

    Visiting social media conferences in other countries such as the USA and Japan, I can see that the scope of social media is much broader and attracts not just those in marketing but COO’s, HR Directors, e-Commerce Managers and so on.

    Organisations in these countries are already using social media for recruitment, innovation, competitive analysis, employee collaboration, e-learning, supply chain management, procurement, community management and many more areas of business management and civil services.

    However, here is one good example of social media being used by the UK Police Services to improve community services which proves we can do it. A ‘trailblazing’ fully social smartphone applicaion that proves the UK can do it.

    Business leaders in the UK need to get to grips with social media make it strategic and assign specialists expertise to the role of leading the social media charge and don’t leave it to the marketing professionals alone.  Otherwise, foreign competitors will yet again steal the march on UK industry.

    A massive change in mind set is called for in the UK.. Start by putting Facebook, Twitter, Youtube etc out of your mind and begin thinking that social media is about business transformation,  agility, competitive advantage, resource optimisation, improving time to market and such matters.

    Paul Fennemore is MD of Viapoint a leading social media strategy and services provider.

    Paul also conducts research with Henley Business School and is called upon  to lecture at Henley and Oxford Brookes University. He also found presenting and on panels at business conferences.



  • Paul Fennemore 12:36 on March 16, 2012 Permalink | Reply
    Tags: , , ecommece, social media, , ,   

    Are social media networks killing the practice of market segmentation? 

    Most wouldn’t disagree with the view that since the 1950’s, when the practice of market segmentation began, it has been the cornerstone of any marketing strategy.  Define your market segments accurately then the follow on activities of targeting and positioning are much more effective.

    Have online social media networks and their ability to engage with individuals interactively and in real-time made the practice of categorising people into groups redundant? The answer has to be a resounding no! But it is changing.

    Changing emphasis

    Consumers are considerably more socially mobile and transient than when demographic segmentation was first being adopted by marketers.  Also, as result of the web and social media, consumers are much more informed and influenced (think Tripadviser), they have access to greater choice and their smartphones are doing all of this for them wherever they are.

    Therefore, the basic strategy of demographic segmentation and pigeon holing people into presumed and fixed characteristics is less relevant today. Grouping people into segments by geography, age, gender, profession and income and assuming they are never changing is not a great way to relate to your online audiences.

    Therefore, the emphasis is towards using the previously less used technique of psychographic segmentation.  Simply put, psychographics is about classifying people by their attitude and behaviour.  Using monitoring tools it’s possible to gain deep insight into users ‘sentiment’ towards a product or service whether it is positive, negative or neutral. You can also track consumers’ interests, opinions and interests. This form of social network psychographic segmentation is becoming known as ‘socialgraphics’.

    Go where your segments are hanging out

    Using social networks, brands are able to find where their traditional market segments are ‘hanging out’ online and engage with them.  These are self segmenting groups brought together through a common interest such as hobbies, sport, health, jobs etc. These are very fertile forums for brands to promote themselves to their exact target segments that are conveniently congregating in one place.

    These communities of interest are intentionally being fostered by social network platforms who can charge brands to participate in them and include Google+ Circles and LinkedIn Groups. But there are scores of other online communities that brands can a join in with.

    However, when entering social networks brands are participating in people’s social spaces and they have to earn the right to be there. These are places where users go to be informed, educated, supported and entertained, not to be sold too.  Therefore, the golden rule of social media marketing is not to overtly advertise in the traditional sense. All my research has found that when organisations do this their fans and followers leave in droves.

    Pull- in your market segments

    Some socially savvy organisations are using a strategy that I have termed ‘segmentation pull’.  This involves setting up your own hosted online community and ‘pulling’ in your market segments.  For example, one of Viapoint’s team master-minded Open Forum, an online community for SME’s hosted by American Express.  The community serves itself as well as Amex offering support and guidance to all facets of running a small business. Rather than advertising to the SME segmen,t Amex has ‘pulled’ or drawn in this segment.

    Britmums is another example of segmentation pull. Britmums host an on online community of mothers and has fostered a community of 3000 bloggers. Each blogger gets on average 4000 page views per month creating an aggregated audience of 12 million. Mums are an ideal segment for many brands.

    Influencing the influencers

    About 10% of social network users generate 90% of the content. These are referred to as ‘Creators’ or ‘e-Influencers’. In fact they are bloggers. These people are highly influential and could be classified as a new market segment.

    Influencers are often brand advocates and should be discovered and then very carefully nurtured in order to help exert their influence. But don’t ask them to transparently talk about your product or gratuitously give them something for nothing, you will alienate them. Give them something new and really interesting to talk about or review, that’s what motivates them. This technique is known as ‘Social Influence Marketing’.

    There are also ‘detractors’ or ‘trolls’. These are also influencers but they will vehemently give brands a bad press and their words are contagious like no other.  There are plenty of examples where they have damaged brand reputation, so they need to be treated with kid gloves. No corporate or official responses to their posts.

    Creators and detractors are arguably new market segments, albeit ones that come and go. But then again that’s how people behave and that’s what marketers can now tap into, behaviour.

    Conversation marketing – the panacea?

    Unless you only have handful of customers, one to one marketing is not practical. Yes marketers need to and can influence their few influencers, but it is not practical to try and have individual online conversations with your whole customer base as some self professed social media gurus will preach.

    However, conversation marketing is still possible if you go back to principle of segmenting your customers.  You can have group conversations with communities of interest once you have found where they are hanging out or pulled them into your own online community.

    In conclusion

    Segmentation strategies are here to stay and in fact becoming increasingly important so ensure your social media marketing team is fully trained on the concept and working hand-in-hand with your customer insight or market segmentation teams.

    Paul Fennemore is Managing Director of Viapoint. Viapoint is the leading Social Media Consultancy, Services and Training Provider.  Paul backs up what he preaches by grounding it on objective and extensive research. Paul is a researcher with Henley Business School and is often called to lecture on Digital Marketing, Social Media and eBusiness. Paul holds an MSc (Dist) in Digital Marketing

  • Paul Fennemore 12:50 on February 18, 2012 Permalink | Reply
    Tags: , social media, , ,   

    It’s time for corporates to stop playing with social media! 

    There are now enough examples and evidence to know what social media marketing strategies and tactics work and don’t work. Enough for organisations to move beyond the baby steps of adoption where about two thirds are in the UK are today.

    The Board of directors are the culprits

    The issue is that most organisations, particularly at board level, are still holding back their organisations by not at least gaining a fundamental understanding of the medium.  Nor, and perhaps as a result, or they recruiting the right calibre of skills into the roles of digital and new media.

    I have interviewed and worked with scores of organisations on their plans for social media and many have said they now want to make social media strategic. However, they put their hands up and say that the issue is that they don’t know what strategic means when it comes to the adoption of social media for marketing and communications. So I decided to help them by defining what strategic means.

    What does strategic mean?

    I have been able to define strategic by examining what companies are doing well and can point to great examples of success and examining what is holding other companies back. In this blog I will not mention any names mainly to protect the reputation of the laggards.

    Firstly, I can tell you that strategic does not mean employing a campaign manager or a creative marketing agency to take charge of your social media plan and running it. Nor does it just mean setting up Facebook, Twitter, Youtube, Google+ or any other platform account, irrespective how funky your agency might make it look. And it also doesn’t mean overtly promoting or advertising your brand, products or services in online communities, you will drive members away in their droves if you do this.  However, I am compelled to say that most companies are still doing all three of these tactics with sometimes disastrous results or at best attracting a few passive ‘fans’ or ‘followers’. So what’s the strategic approach I here you cry!

    Well the bad news is that getting the best from social media is not straightforward and is resource intensive and demands a long term plan of action. But the good news is those companies who are finding how to go about using this new channel are getting some amazing results.  Below is a chart that I dare you to study that I produced.  I have identified eight business competencies that successful organisations are tackling to get social media working.

    Industry regulation is no reason not to use social media

    Levels of adoption do depend of the legislation that applies to different industry sectors. For example the financial services and pharmaceuticals sectors are regulated. But that hasn’t stopped those more ambitious organisations to use social media to great effect. For example, the Amex Open Forum online community for SME’s is held up as the benchmark for brand hosted social platforms (master-minded by a Viapoint Associate I should add). Whereas, I know of another credit card company who ban the use of all social networks and smart-phones only because it seems they lack know how.  Guess who is losing SME market share?

    Despite heavy regulation, Pfizer are using social media forums to help support, educate and enthuse young scientists and school kids that are looking to go into the medical profession. You see all it needs is the right approach and a framework against which social media can be implemented across an organisation to exploit the benefits and mitigate any risk.  Hopefully, my framework will help to take you on the right journey and starting now. Please feel free to contact me if you would like me to talk you through it.

    Social Media Maturity Model

    How to get social media working for corporates

  • Paul Fennemore 18:44 on February 5, 2012 Permalink | Reply
    Tags: , , , , social media, , , ,   

    McDonalds: Corporates Still with the Wrong Social Media Mind Set 

    The week that Macdonald’s makes another massive social media gaff should bring home to CEOs and their CMOs that social media is not for the inexperienced http://www.dailymail.co.uk/news/article-2090862/McDstories-McDonalds-Twitter-promotion-backfires-users-share-fast-food-horror-stories.html.

    Putting social media in the hands of a well intention junior campaign manager is like a CMO putting an automatic weapon in the hands of an angry 5 year old. And yet despite the very public mishaps of MP’s, Skittles, Habitat, United Airlines, Nestle, Toyota and countless more many corporates are still lost as to how use social media effectively.  Yet paradoxically there is now enough experience and evidence to know what social media strategies work and don’t work.

    The main issue is that companies and many agencies still believe that social media is about marketing campaigns and running them in the same way they always have done.  In fact social media marketing and communications is so fundamentally different a whole new approach is required

    A change of mind set is needed.  Consider social media or social commerce as a strategic marketing and communications channel that has the power to make organisations more agile, be much more in tune with their employees their market and their supply chain. Social media has the potential to transform businesses.

    Astra Zeneca announced drastic cut backs, making thousands redundant because they had new drugs coming to market soon enough. Yet those Pharmaceutical companies are using social media to crowdsource R&D and innovation, such as Proctor & Gamble, are keeping their share price up by having reduced R&D cycle times by 40% through using an online network of 80,000 independent innovators.

    CEO’s and CMO’s need to make social media strategic and stop delegating it to marketing campaign managers and campaign managers need to understand that social media is not about campaigns. Social media marketing is its most effective when joining up traditional marketing campaigns and perpetuating ongoing consumer engagement thereby building brand loyalty and increased word of mouth.  Tactical marketing campaigns and social media do not mix as McDonald’s has yet again demonstrated.

    Paul Fennemore

    Managing Director Viapoint


  • Paul Fennemore 12:33 on February 1, 2012 Permalink | Reply
    Tags: , social media, ,   

    Meeting with HBOS today re how they tackling getting a single customer view across multiple channels. An issue that is becoming more challenging as a result of online social networks and FSO legistlation .

    Please note that you can call Viapoint a social media agency but we are so much more as social media is so much more than a platform for marketing campaigns. Just check out our blogs.

  • Paul Fennemore 17:03 on November 22, 2011 Permalink | Reply
    Tags: , social media   

    All That Traffic – But Where Are You Diverting It? 

    In Marketing Week yesterday morning, there was an interesting piece on the diversion of traffic or ‘footfall’ on brand and company websites. There are a growing number of groups who maintain that having your company website as the first port of call is the right and proper way of managing your online branding. However there are also new factions uprising against this point of view, claiming instead that directing ‘fans’ or clients to your company Facebook page is now the best way to improve brand/consumer relations.

    There are good reasons for both of these beliefs to have a grounding in common-sense – after all, Facebook pages have been the benefactors of a number of changes and upgrades over the past 18 months, and currently they are a fantastic place to co-ordinate offers, competitions and relay information to your customers and clients in short bursts (you might want to check the Facebook pages terms of service before setting  up though – there are a lot of rules against give-aways and ‘encouraged’ liking).

    Your website is your professional face. It should be the hub of all your activities, and your Facebook page should relate to it, rather than the other way around. Facebook traffic is important in its own right, but ideally you should be looking for ways to encourage that traffic to view your website. Never underestimate the power and importance of a well-designed, easily navigable and smart-looking site to boost the amount of viewings you receive on your blogs, news, articles and listings. A company without a Facebook page might be missing out on a few likes, but a company without a comprehensive and attractive website runs the risk of looking unprofessional in this day and age.

    It all depends on the message you want to send out. Companies looking to promote themselves in a more ‘fun’ way (usually towards a youth/young adult market) use Facebook pages as a way of interacting with their ‘fans’ and encouraging a ‘relationship’ which builds up brand loyalty. Some excellent examples of this in action can be found on the Cravendale and Skittles pages, where fans are openly requested to submit their own jokes, pictures and take part in other interactive activities such as polls and quizzes. More corporate accounts can be seen to use Facebook for networking and news updates, as well as sharing offers and providing customer information, like UPS and British Airways. No matter their target demographics though, companies still have to have a felly-operational and easily navigable website for customers and followers, fans and clients to use. It is your base, or for want of better terminology, it’s your storefront. Perhaps you do make more money at your remote locations, but metaphorically speaking you still need to have that heavily-branded, welcoming shop for your customers to look around. It might not be where you make your big commissions, but you’d be very surprised how your reputation would dip if you suddenly ceased to have it there. How many well-known brands can you think of who have ditched their website entirely in favour of a Facebook page?

    Perhaps that’s proven the point a bit.

  • Paul Fennemore 13:31 on October 31, 2011 Permalink | Reply
    Tags: advertising, campaigns, , , social media   

    How is Social Media Changing Marketing Campaigns? 

    Paul Fennemore, Viapoint Managing Partner

    Having spoken to a lot of senior marketing executives of big brands in recent weeks such as BUPA, Barclaycard, 3M, Kodak, O2, Nokia, British Gas, Hiscox, INGDirect, Ford and many more, I found varying degrees of opinion as to the role that social media plays when it comes to marketing campaigns.

    They invest millions each year in high profile traditional campaigns and the issue is that each campaign raises awareness, but then this awareness quickly fades away. So, onto the next campaign – great for marketing agencies, not so great for the brand.

    One major financial services brand said that they might sponsor (for example) a very high profile golfing event. This creates a lot of noise around the time of the tournament, but then it all fades away. “We are left thinking, then what?”

    This type of campaign means spending a lot of money with marketing agencies to design and run them, only for the ongoing consumer engagement opportunity to vaporise. Having got the attention of golfers for a short period they then let them go and yet the golfers are still playing golf.

    Those few forward thinking brands who have decided to adopt social media or commerce strategically have got many things in common. One such commonality is that they got over the idea that social media is about short term marketing campaigns and display ads. Sure, social media can augment campaigns but the strategy is to use social media to perpetuate the attention that a marketing event has created, and to link and carry over from one campaign to the next.

    Having got the attention of their audiences through a marketing campaign, social commerce savvy organisations are asking for potential and existing consumers for their Facebook, Twitter, LinkedIn etc user names. They are also directing them to the own online community. Then they perpetuate the awareness created by a campaign and start the process of ongoing engagement. In doing so they get a better return from their campaigns but more importantly,  ongoing online community engagement generates brand advocacy, increases word of mouth (or mouse), the chance to upsell and cross sell,  and improves customer services and  customer life time value.

    Yet still only a few of the last 30 brands I have interviewed are applying social media this way such as Ford, Kodak, O2 and Nokia. Others are starting to recognise the benefits and others are still thinking of campaigns, campaigns and then another campaign. Guess who’s going to win the battle of Attention and the Now Society?


    Paul Fennemore is the Managing Partner of Viapoint a leading social media services provider.


  • Paul Fennemore 18:00 on October 25, 2011 Permalink | Reply
    Tags: , fans, followers, , social media, ,   

    Engaging Your Audience 

    Katie Taylor, Social Media and Marketing @ Viapoint

    You’ve got a pristine Facebook page, you’ve got an ample number of followers on Twitter, and your blog stats are looking as healthy as a pre-Christmas goose. You’ve made excellent headway in giving your company or organisation a running start at a successful social commerce campaign – but what now?

    It’s easy to sit back once the hard work of laying your social media foundations is over and done with, but this is a dangerous period of transition. It’s important to remember that although you’ve done a fine job in pushing your company into an important network of tools and ideas, the hard work doesn’t end there. Your fans, followers, clients – however you’d prefer to address them – are now expecting you to become engaged with them. This is the blessing and the curse of social commerce; your beloved customers are connected to you for feedback and reassurance, however they also demand a similar exchange of communication from you. They want their social loyalty’s worth. They may not have paid for the privilege of hearing your latest news or seeing your latest videos, but they are offering you a like, a follow, a quantifiable piece of evidence that you are connecting with your clients or customers. In the social age, this is priceless.

    There are many companies out there using social media in ingenious ways, and for a campaign to truly capture the imagination of your customers, I have invented three rules to live by:

    1. Your campaign has to have a point. To post an inspiring picture or a funny quote every so often is a great addition to your campaign, but it can’t be all of your efforts. Think about why you’re doing it, and make sure all your efforts go into achieving this, whether it’s raising your brand’s profile, changing your company’s brand altogether or just simply using social media as a way to inform. Changing the message every week will leave your followers and fans confused, and your hard work will go unheeded.
    2. Encourage your fans and followers to take part. By all means push out information that might be of use to them – after all, they wouldn’t be following you if you didn’t have anything to offer them. It’s of mutual benefit for you to get everybody more involved, however. I always maintain that a social media user’s most useful asset to the company or brand is their boredom. Give them something to engage with, whether it’s a poll, a competition or something more creative. Companies like Cravendale and Skittles have been gaining thousands of followers in recent weeks simply by increasing the level of activity fans are encouraged to take part in. Other organisations are using twitter to get their followers involved in more ingenious ways: “National Media Museum Turns Fans Into Permanent Exhibit”. This isn’t to suggest you should also craft statues to commend your beloved fans for all eternity – it just stands to prove that rewarding fans and followers’ loyalty can go a long way, and there are hundreds of creative ways of doing this.
    3.  Do not, under any circumstances, spam or beg. This is bad etiquette no matter what platform you partake in it on. Your folowers may have ‘opted in’ to your updates, but this doesn’t mean you can then fill their timelines with repeated information. Once a day is more than enough for most purposes – by all means tweet and post on your facebook multiple times a day, but make each post interesting, or at least relevant. The more something is repeated, the less relevant it becomes. Followers and fans are far easier to lose than they are to gain, so it’s always favourable to avoid the risk. If you think it could be misconstrued as spam, do not post it. Also be aware that by asking facebook fans to “like” or comment on a post in order to enter a competition goes against Facebook’s Terms of Use. Yes, everybody seems to be doing it, but you need to be aware that it is risky, and your page could be taken down without notice. Read the full Facebook Terms of Service here.

    If you have any further additions to these rules, I’d be very interested to hear them! Comment below or email me at Katie.taylor@viapoint.co.uk.

  • Paul Fennemore 11:38 on October 17, 2011 Permalink | Reply
    Tags: , , social media   

    Social Commerce: Signs of the Tipping Point 

    Paul Fennemore

    Having met with many major international organisations over the last few weeks about how they are adopting social media, I can see that they have recognised that they stand to gain so much more by making social media strategic.

    Up until recently, most firms have been going through the experimental phases of social media adoption, otherwise known as trial and error. However, many brands are setting to make social commerce strategic in 2012.

    Nokia are a good example. They have a very courageous plan called Share2Connect aimed at involving their whole organisation and business ecosystem in social commerce. Its intention is to de-silo their organisation, use their employees as an army of brand advocates, source ideas and innovation internally and externally thereby increasing time to market with leading products. Nokia is implementing social commerce systemically and systematically. Having seen their plan in detail it constitutes a major business process re-engineering program and you don’t get more strategic than that. I also happen to think it’s a brilliant plan.

    Nokia, and others early adopters, use the terms social business or social commerce, implying that social media doesn’t do what social Web 2.0 can do for business justice.  I agree. Those firms that recognise the social is not about display ads prefer these terms. My definition of social commerce is:

    “The use of social media formats, social media platforms and Web 2.0 technologies for commercial (or operational) purposes”.

    Of course social commerce involves marketing and communications, but it is so much more powerful than that. Social commerce is democratising the way organisations work. It’s changing organisational structures from large centralised hierarchies to flatter dispersed business models, increasing outsourcing and improving supply chain management as well as enabling co-creation and co-production.  It’s happening before our very eyes.

    Those firms who now recognise the potential of social commerce are girding their loins, taking a very deep corporate breath and going for it big time with big budgets in 2012. Way to go guys. However, one big issue for them is social commerce resources and skills, people who get social commerce, and these aren’t marketing and PR agencies.  Therefore, I foresee a new services industry emerging to help these companies along.

    Paul Fennemore is a Managing Partner at Viapoint, specialising in Social Commerce.
    e. paul.fennemore@viapoint.co.uk
    t. 0845 319707

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