View on Storify.

Believe it or not, we still run into life science companies who haven’t drunk the social media Kool-Aid. In other words, they don’t think their customers use the applications and are not ready to commit to spending resources on them. My answer to them? Everyone Googles. New media has a profound affect on the results from the tool that most of us use daily to get everything from news to recipes. Life scientists are no different, and find technical information, publications, and information about products using Google. Here, we’ll show you 5 ways to capitalize on the pervasiveness of Google drive more traffic to your website and to make broader improvements to your marketing process.

1. Simple Search Engine Optimization (SEO). There is a lot of low hanging fruit that we see many life science companies missing out of in terms of SEO. Surprisingly, it is left off of many web development projects. The web is full of quick guides, and here are our recommendations:
   • Do keyword research and find the top terms people are searching for.
   • Use the top keywords in the titles, content, and SEO summaries of each page. Always write for humans, not the search robots, as no robot will ever purchase a product from you.
   • Submit your website changes directly to Google so that it is always up to date on your content (this can be done automatically via programs that create and submit XML site maps).
2. Create a dynamic website. I like to think of Google as imitating a human in some ways. If you visit a website a few times, and it never changes, you assume you know everything that it contains, and there isn’t really a reason to keep returning. Google assumes the same, and that the converse is also true—it assumes sites with changing content are worth visiting and ranks them higher. Of course, there are many websites that try to game the SEO system, so random content is not acceptable, but as long as you’re writing real content for humans, you’ll do well. Examples include blogs, forums, and FAQs. We’ve also covered how making these changes won’t just improve SEO, they can also affect your bottom line. Running your website using a content management system (CMS) will help the marketing team make more regular updates.
3. Use Google Tools. The best things in life are (mostly) free, Google proves this with myriad applications available for improving your website and driving traffic to it. We could write a whole blog post on their tools, here is the short version of the applications we recommend:
   • Google Analytics. A no-brainer. Install a snippet of code on the pages you want to monitor, and get a wealth of information about traffic, keywords, conversions, and more.
   • Google Adwords. Drive traffic to your website and do research on keywords and Ad copy at the same time, and you can even look at what your competitors are doing. Get real time feedback on your customers’ interests with any size budget.
   • Google Webmaster Tools. This resource is a bit less well known and it is unclear to me why it is separate from Google Analytics. The two are intertwined, and by logging into Webmaster Tools, and installing the code on your website, you can access more features such as seeing how many/which websites link to your site (important for SEO). Also, you can set your site up to submit XML sitemaps to Google here as well.
4. Use Social Media. Google loves dynamic websites and it is becoming enamored with social media too. Why? Because with social media Google can take advantage of human brains to filter the increasing amount of information on the internet, much of it designed to fool search engines. Very few spammers can convince hundreds of people to ‘like’ or share their content, but a post that appeals to humans will be amplified in these ways. ‘Social search‘ is the term used to describe the augmentation of search engine results from a person’s online social network, it aims to give you suggestions based on what your friends and colleagues like. It is currently just a part of SEO algorithms, which we don’t have access to as they are proprietary, but this post shows some convincing data regarding its importance. Indeed, 60% of the results on the first page for a Google search of ‘Comprendia’ are from social media applications such as Facebook, LinkedIn and Twitter, showing the importance of content and activity on these applications. Google+, a social network from the search giant, launched in June 2011 and Search, Plus Your World was announced January 2012. Now, Google+ users will get Google search results that their contacts have recommended. We’ll admit that we haven’t taken to Google+ as much as we thought we would, but this change has big implications. As a company, you could directly influence the search results of everyone who has connected to your Google+ brand page (hint: get one now…). Now, while not everyone is sold on Google+, many have Gmail, and it is tempting to speculate that Google will someday leverage these 350 million users. Also, Google owns so much of our online lives that it is not inconceivable that they’ll find other ways to sneak into our search with acquisitions, etc.
5. Analyze and repeat. Here is the fun part. Everything mentioned in this post can be directly measured quickly, so you can track your progress and repeat what works. Here are analysis examples that also track ROI:
   • Track keyword performance and conversions, adjust and move into new keyword areas as necessary.
   • Determine how many people are clicking to your site and converting from social media.
   • Track the ranking of your site with keywords, your traffic, and determine whether it’s leading to more conversions.

   These are just a few possibilities, and in the process you’ll surely come up with new and relevant metrics to track and utilize.

There are many ways life science companies can leverage researchers’ online activities to help them and improve their bottom line. Also, we think you’ll find that by doing so you’ll get more feedback and ideas for directions to take with your product line and online activities. The costs for all the tactics we described are scalable and can be very modest. What are you waiting for? C’mon, everyone’s doing it…

The image for this blog post is based on a children’s book you may have heard of and it was created by my daughter, an aspiring graphic designer!

To share this post, cut and paste: Everyone Googles: How To Leverage The Tool All Life Scientists Use http://bit.ly/GJN718

You’ve heard that content is king when it comes to improving traffic to your website and generating leads or ‘converting’ visitors to paying customers. Relevant content will bring more people to your site through Google searches, and by engaging them they’re more likely to become customers. That’s great, how do life science companies find the time and material to add to their websites? As we’ve discussed before, life science companies have been generating great content for years, but it’s not always web-friendly. In this post, we list five great ways to add lead-generating content to your life science website. Having a blog is a great ‘catch all’ for this content, but you may find a way to work some of these items into your website without one.

1. Webinars. As we’ve discussed, webinars are a great way to give leads useful information while at the same time introducing them to your capabilities. While you don’t want to give away the secrets to your success, your company has expertise that can be shared, resulting in a useful presentation which may lead some viewers to buy your products or hire you for services.
2. Publication reviews. Many researchers are getting squeezed in different ways these days, two of the biggest are time and money. Reviewing an important publication in your field saves them both of these precious resources, and also shows them that you know the field well. Also, the reviews will be full of words relevant to your products and customer needs, improving search engine optimization (SEO) and bringing new leads to your website.
3. Application notes. These are nothing new to life science companies, application notes show an example of a product being used in an experiment. Here’s an example from GE Healthcare, and note it’s in PDF form, resulting in another step to download it. Think of the researcher looking for information on their smart phone in the cold room–will they take the time to download and view? Make application notes more accessible by converting them to html, and benefit from better SEO, as html is indexed by search engines more readily than PDFs.
4. FAQs. Think about the questions your technical service team answers over and over again, and how many people are also typing the same query into Google. Kill two birds with one stone by putting these online—you’ll answer your customers’ questions as well as bring new leads to your site. A quick Google search shows GE Healthcare’s on top of this as well.
5. Researcher profiles. Looking at independent science blogs can provide ideas for company blogs, and here’s a nice example of a researcher profile from the Protein Wrangler, a biochemist in Texas who we met on Twitter. The podcast he’s created might not be as friendly for SEO and generating leads, but a text transcript could be added. It’s a great way to show your connection to research thought leaders and to help the scientists out as well by highlighting their work.

While we’ve listed what we think are ‘easy’ ways to add content to your life science website, it will still require effort. However, the benefits of improved SEO and lead generation are worth it. When updating your website, make sure that you’ve integrated methods to capture the leads wherever possible, but don’t force people to sign up before they can view the content. Additionally, by making your website more informative and web-friendly, you’ll find your sales, technical service, and other teams will appreciate and utilize it as well.

To share this post cut and paste: How To Add Content To Your Life Science Website For Lead Generation http://bit.ly/yZbDnk

A quick post regarding the hashtags and terms people are using to describe Google+, the new social network. We had problems deciding what to call the application in our recent post and decided to do an analysis, as we know that using the proper hashtag or term means more exposure. Using our social media monitoring tools, we did a ‘quick and dirty’ count of both the hashtags (terms prefixed with a “#”, used mostly on Twitter) and the terms used to describe the application. The charts are below, and you can see that #google+ and #googleplus are most popular hashtags, and Google+ and g+ are the terms used most often. Notice also that the volume for the terms is up to 40X that for the corresponding hashtag, and with the latter considered to be used for tips and by those who are more “serious” about a topic.

Our suggestion? Stick with Google+ and #google+ but remember that the “+” is a special character and may be ‘lost in translation’ in cases such as RSS feeds, tags, etc. (e.g., notice that the “+”‘s have been removed from the permalink/URL when WordPress generated it from the title, and I am unable to create tags for this post including a “+”). Ironically, the Google search engine doesn’t seem to recognize the “+” in Google+! Try searching for “google+ life science” and note that your search is modified, with the results representing removal of the “+” (using “google+” fixes this, but how many users will go to this trouble?). Note also that the #googleplus hashtag fairs more highly than #g+ although it is much longer, while the reverse is true with the terms. To me, this signifies that the tech savvy realize the problems when special characters are used. Each image below links to the data summary, representing a 1 day Twitter search using Comprendia’s social media monitoring tools.

To share this post easily cut and paste: What’s the Hashtag for Google+? #google+ #googleplus #gplus #g+ ? http://bit.ly/omY07c

I’ll admit I was skeptical of Google+, the new social network from the search engine giant, because I knew Google had given up their previous attempts with their products Wave and Buzz, which were in a similar vein. However, it soon became apparent that Google+ was different in many ways, from the offerings to the way everyone was talking about it. What promise does it hold for life science? I think that there are many features of Google+ which researchers and companies will find useful, and that it may become very popular. Here are the reasons:

1. Threaded discussions. Social media savvy life scientists really like Friendfeed, which allows for users to comment on posted items in targeted groups, resulting in relevant discussions which can be followed by all in the group. Currently, this is difficult with applications like Twitter. Friendfeed was bought by Facebook 2 years ago, and ever since then, the community has been worried about changes or the disappearance of the application. While Facebook has threaded discussion features, some life scientists dislike aspects of it and have eschewed it for various reasons, some of which are described below. The fact that Google+ has threaded conversations is big for life scientists, as they’ve used specialized mailing lists for decades and forums for years, both which offer this feature.
2. It’s not your grandmother’s social media. I think Google+ was designed for the slightly more technical crowd–to me it seems Google built it based on what their employees would want. Users arrange contacts into ‘circles’ and share items with the circles. However, contacts don’t see the items unless they in turn add the user to their circle. It’s a bit like following on Twitter, with an added filter that each user chooses what to share with whom. It’s a bit more complicated than the ‘binary’ friending in Facebook–you’re either friends with someone or not. I think this concept may be beyond what many Facebook users will want to think about and manage, something that Robert Scoble outlined in a recent post. Now, while we’ve seen several groups of life scientists who aren’t eager to put precious brain power into figuring out social media, we think that the potential value of individuals and organizations sharing targeted information, which they can filter accordingly, could very well lure them to Google+.
3. It’s in the cloud, stupid. I didn’t fully realize it at first, but this presentation pointed out to me the very broad implications of Google+ for web users. Google is likely aiming to move users “into the cloud,” in other words, towards using the company’s applications as a centralized resource for online and computer activities. Think about everything that Google owns: web search, email, documents, locations, calendars etc. Having a social network with easy access to just document sharing is HUGE for life scientists, think of the opportunities to facilitate collaboration! To begin with, Google spreadsheets listing scientists and communicators on Google+ have been circulating. Currently, sharing is not super easy, but you can imagine that Google is planning ahead, starting with a black taskbar that now appears at the top of your browser when you’re logged into any Google product (and a red message notification lures you back into Google+ when you have a message).
4. Hangouts are cool. A useful feature of Google+ is what they’ve termed a ‘hangout’ where you can videoconference with up to 15 people at once. Of course, most of us have used Skype, Google Chat, and screen sharing applications like GoToMeeting (which we at Comprendia love) to facilitate our work communication. Google+ takes this to the next level by making it easy to have multiple people on a video call, check out this recorded health care hangout. We held a hangout this week to discuss uses for Google+ for life scientists and companies to communicate, and some great suggestions came up, including technical support (“show me your gel and tell me what you did”), journal clubs, and focus groups. Making informal discussions more available opens up channels between life scientists and companies. We plan to hold periodic hangouts to discuss the topic and invite life scientists and companies to join, add us on Google+ to be notified.
5. The buzz. As I mentioned, I was skeptical at first, but quickly found that people were talking about Google+ and joining at an incredibly fast rate. I have added many life scientists to my circles and have already started to get to know them better than I could on Twitter or Facebook, since real names are required and photos are easy to access. The fact that we are already using so many Google products means that it has a great chance of succeeding. The name, Google+, ties into another ‘sticky’ aspect of the application for users and businesses alike–users can now “+1″ items on the web (like this blog post, see above) and thus suggest it to colleagues (similar to a Facebook “like”). If you’ve got your business hat on, this is HUGE for tracking your customers’ interests. Google+ is using many of the ideas that made Facebook and Twitter popular, but their pervasive presence and their stellar reputation bode well for their success. I’ve heard several life scientists complain about two of Facebook’s opposing issues: lack of privacy for individuals and inaccessibility of information outside of the application. It seems they can’t win! For now Google seems to have struck a balance that works.

As a business, how should you plan? Currently, Google+ is not accepting business accounts, but you can get a feeling for what it might look like here. It’s exciting (for me) to think about the possibilities of integration with Google Analytics. As with other forms of social media, one of the best ways to get involved is to set up a personal account and test it out. Currently, in my personal account, I have circles for Comprendia and the San Diego Biotechnology Network, and am treating each of these as ‘temporary’ business pages, you may want to do the same. Add people to your circles now, provide good content and hopefully they’ll add you, and you can announce your business page when it launches. Contact us if you’d like an invitation, and as always we’ll share our experiences and advice here, and will include the latest information in our training and workshops.

How do you think Google+ could be used to improve communication between life scientists and the companies that serve them?

To share this post cut and paste: 5 Reasons Why Google+ Could Be a Game Changer for Life Science #googleplus http://bit.ly/ls_gplus

Want more tips? Attend our Google Tools Workshop Webinar.

To share this post easily cut and paste: Video Bytes 6.24.11: Monitor Life Science Topics on the Web In Real Time Using Google Alerts http://bit.ly/kIqfXr

We’ve announced our Google Tools workshop webinar July 7th, and Workshop 2 is now available as a recording. Check out our workshops and training page for other offerings.

Wow two months since the last Sound Bytes! We’ve updated our look from 80′s mix tape to ’00′s iPod, here’s our most recent playlist of links and tips for life science marketing and social media:

1. EMD Millipore: How do you like them apples?

   This week at our San Diego Biotechnology Network event my good friend and colleague Steve Edenson from EMD Millipore sponsored, and he showed me their brochure for Lead Discovery services, the tagline is ‘at the core of your discovery’ and they’re a nice light green with apples subtly featured. Here’s the twist: it’s apple scented! Perhaps it’s a gimmick, but it makes it memorable and you could even argue that it could help with branding or even send a subliminal message. EMD Millipore also recently announced their new branding (PDF) after Merck KgaA aquired Millipore last July. I’m not sure how the marketing team came up with the apple scent, but it shows creativity–how could you distinguish your marketing materials? I’ve heard great ideas from outside our industry, perhaps ask your printers, vendors or consultants for ideas, or have a brainstorming session on a Friday afternoon with your team. I also like to keep an open mind when visiting other events such as home shows, etc., or even sorting through junk mail.

2. Twitter gives developers the bird.

   In our Twitter workshop last week (available on demand soon!) we emphasized that you should cautiously rely on the posting and analysis tools outside of Twitter, because they can be here today and gone tomorrow. Instead, you should start talking to your IT team now about creating archiving and analysis tools for Twitter and other social media. Why? Well, we got a good example this week, as Twitter told outside developers to stop making applications which they claim are confusing end users. These ‘confusing’ applications are in many cases more intuitive and useful than the Twitter web and search tools, which is why they are so popular. Big name apps such as Hootsuite and Tweetdeck will likely stay, but this move is a harbinger towards more control for them and less functionality for end users, unless Twitter beefs up its development of tools. How does this affect the life science marketer? Twapper Keeper is (or was, depending on when you read this) a fantastic tool to see the content and users centered around an event or keyword, and Twitter is forcing them to shutter their most useful features March 20th. Get your archives while you can, and get those conversations started with your IT group (there is an open source version of Twapper Keeper they may be able to install for you)!

3. HootSuite launches more analytics

   If you use HootSuite for posting to and managing your Twitter accounts, check out their announcement about now providing more analytics. You can now get more information about your facebook page and Google analytics, and it may help you ‘close the loop’ from social media to sales so that you can measure return on investment (ROI) better. HootSuite is a big competitor for TweetDeck, this may make them ‘owl that’ in the battle for leadership.

4. Google tweaks its search engine.

   In an announcement in late February, Google announced some changes that should benefit the life science marketer. They’re cracking down on so-called ‘scraping’ sites which reuse content on an automated site in which the goal is more visitors and Ad revenue. You may have noticed these sites when searching for information about your brand or products. Hopefully, this will happen less often, and you may want to check your company’s PageRank or search results in general to see if your ranking has improved at all. I’d expect modest, if any, change, and you should also discuss these changes with your IT/search engine optimization group to make sure they are taking the changes into account.

The soundbytes tag on Delicious contains all links mentioned, as well as others we think are useful. Sign up for Comprendia blog email updates to get our playlists delivered to your inbox.

To share this post easily cut and paste: Sound Bytes: Links and Tips For Life Science Marketing & Social Media 3/18/2011 http://bit.ly/soundbytes0318

If you’ve been reading this blog, you know we’re crazy about word clouds, a way to visualize text data that is mostly associated with social media content such as in blogs. However, they are also being utilized in other areas, and were even featured on a recent cover of Science magazine. As part of our new Social Media Toolbox series, we’ll show you how to use word clouds to understand how your life science company is found and perceived by your customers through search engines.

Why do this? You of course know what your best selling products are. Do the needs or ‘pains’ these products meet align with the top searches that customers, or even non-customers, use to find your website? We did the below exercise with our partner site, the San Diego Biotechnology Network (SDBN), and made some useful observations. Below, we list the steps to create Google Analytics keywords word clouds, and show what can be learned.

1. You will need to install Google Analytics (it’s free) and have at least six months of data to do this.
2. Log in to Google Analytics and choose “Traffic Sources->Keywords” on the left menu.
3. Choose a six month period using the calendar menu at the top right.
4. Using the “Show Rows” menu at the bottom right, choose 250 rows.
5. Go back to the top and click on the “Export” button at the top left (just above the word “Keywords” above the chart). Click on “CSV for Excel” and download.
6. The Excel spreadsheet will contain your keywords (scroll down to see) in the first column, with the number of searches in the second. The first word cloud we’ll make will use the number of searches as a factor to determine the size of the words.
7. In Excel, create a column between 1 and 2 and fill each cell of the top 50 rows with “:”. This will allow us to cut and paste into Wordle with a “:” separating the words and their weight, a format it requires.
8. Open up Wordle in your web browser and choose the “advanced” tab. From Excel, copy rows 1-3 for the 50 top keywords into the top entry blank of wordle. The first few lines of our paste looks like this:

   sdbn    :    700
   san diego biotech companies list    :    477
   biotech companies in san diego    :    391

   The resulting word cloud is below (click to enlarge).
   
   From this cloud, we learned that the directory of San Diego Biotech Companies is one of the major reasons people visit the site. The weighting helps us to understand this well, as most other searches are dwarfed.

9. The above cloud considers the phrases people use to search, and is useful, but we also wanted to dissect the searches further and look at what words people use to search, taking advantage of analyzing the so-called “long tail.” For the next cloud, we did some trial and error and found that using the top 250 search terms worked best. Since we thought ahead and asked you to download these already, go back to your spreadsheet and copy and paste the 250 cells from column 1.
10. We used a program called Tagxedo to create our “long tail” word cloud, as it has more options. Here, you can play around with the maximum number of words in the cloud, and we won’t give you the options we used as it will vary. This is a very subjective process, so feel free to massage the data (it’s OK!) to look for trends. Our long tail word cloud is below (click to enlarge).
    From this cloud, we learned that the word “biotech” is used much more frequently in Google searches than the word “biotechnology,” and that networking is very important. These two insights would have been lost if we hadn’t done the long tail word cloud.

With just a few steps with these free tools, we’ve come up with some strategic and tactical actionable items for the SDBN from the Google Analytics word clouds:

1. Build upon the biotech company directory. Consider ways to get more ROI and/or leads out of this resource.
2. Choose the term “biotech” in web content over “biotechnology,” but include both.
3. Ensure that SDBN events provide plenty of networking.

The SDBN website is relatively simple with few products, so we analyzed the whole site, but Google Analytics has many ways you can slice and dice the data to meet your needs. You can also set up conversions to see which search terms are leading to sales. Do the word clouds for your brand, or product line, match what you expected? Your products may meet a customer ‘pain’ that you did not know about. Of course, the content on your site must provide ‘clues’ to the issues, one of the reasons we promote thinking about customer pain on a broader level. Word clouds are also great for sharing what you’ve learned with your group or the management.

This post is the first in our Social Media Toolbox series, and we also cover Google and other applications in our Workshops and Training. Sign up for email updates so you won’t miss any of our tips and tricks.

To share this post easily, cut and paste: Using Google Analytics Word Clouds To Analyze Your Life Science Brand http://bit.ly/hC0A6z

Recently there were rumors that the social bookmarking site Delicious, owned by Yahoo!, was being shuttered, the final story is not in but the latest post from Mashable indicates it will go under. It made me think about something I’ve been wanting to do for a long time. We’ve built Comprendia and the San Diego Biotechnology Network with the help of some great free or cheap tools. Here we list the best software and services and will, where appropriate, make contributions to them as we think it’s a good strategy to support them to ensure that they’re around for our business.

1. WordPress. If we didn’t care so much about style, we’d put this item in font 48, and we can because our website is built on this powerful, versatile, and free platform. In 2008 creating a company website solely from WordPress was a bit of a novelty, but we went for it and there’s no looking back, and we created the SDBN and OCBN sites using this content management system (CMS). WordPress is a frequent topic here on our site and we hope that the posts are helpful. WordPress is completely open source and you can donate to the WordPress foundation to help with development and education.
2. Gimp. I’ve been using Gimp, a free image editing program, for more than 10 years. It has many of the features of Adobe Photoshop that a non-professional needs and runs on most operating systems. There is a bit of a learning curve, but as with most free software there is excellent documentation and ‘howtos’ on the web. It’s definitely worth taking the time to learn. We make all of the images for the blog and the biotech networks using it, check out our guide for finding and adapting your own. Learn how to contribute to gimp here.
3. LinkedIn. We’re a big fan of LinkedIn for many reasons, you can read our past posts which may be helpful to you. We’ve created networks which connect thousands of biotech professionals and are used to effectively communicate events which strengthen relationships. Of course, LinkedIn is a business, and much of it is free, but we’ll support it in 2011 by having a Pro account. We are also in continual discussions with their product management team regarding group features, etc. which we hope will help their business model.
4. Google. By most accounts Google doesn’t need donations or PR from us, but we think it is worth a mention as a great tool for small businesses. You name it, they’ve got it: web analytics and advertising, shared documents, calendars, and sites, and corporate email. They’re not going anywhere anytime soon, so we think they’re a safe bet for your business–check out all their applications here.

5. WordPress Plugins. We’ve given you our list of essential WordPress plugins, which extend the functionality of our websites greatly, and there are a few we will donate to because they’ve helped us so much. One is cforms, which power all of our forms on the websites, from registration for events to questionnaires. It’s easy to use and you can even run your own polls. Another great plugin that we use, mostly on the biotech networks, is FeedWordPress. We use it to pull news from sites and feed it to both the blogs and Twitter (with help from an app called TwitterFeed, but they are not taking donations). Another great plugin is Redirection, which helps us make the ‘friendly’ or simplified URLs we can promote easily (and we use Bitly sometimes as well, which is external to WordPress).
6. Yahoo! We would be remiss to not mention Yahoo, the purportedly struggling company that is the inspiration for this post. It is of course a business, and perhaps you could argue that being charitable towards a business does not help them. However, the alternative is to continually replace these services with startups that come and go–you decide what’s best for your business. From the mail I use personally to Yahoo Pipes for RSS feed filtering to Site Explorer which helps with SEO to Delicious bookmarks for sharing and research to Flickr which we use for image storing and search, Yahoo has many applications which deserve our support.

Several of the free applications we mentioned here are made possible by the GNU Public License, a project which supports software developers and end users, accounting for more than 60% of the free software on popular download sites. You can contribute to GNU and the Free Software Foundation’s high priority projects if you want to help (and it’s cool to see what’s there).

We are thankful to these developers and communities who have helped us grow our business, and I actually became aware of them when I was working as an X-ray crystallographer many moons ago. Coincidentally while writing this post I got a message from Michael Chelen, a bioinformatician who wants to help me with some RSS manipulation–we continue to communicate with developers and help them when we can. The timing is good for monetary donations to your favorite tools, as you can write them off for your 2010 taxes.

Which free software applications would you deem worthy of donations and why?

To share this post cut and paste: Paying It Forward: Supporting The Best Free Small Business Tools We’ve Found http://bit.ly/f6kfsS