Video Marketing

Last month I spoke at the Marketing Sherpa’s Email Summit.  It was a lot of fun, and I enjoyed talking with folks in our booth and at my talk which was titled: “Demystifying the Use of Video in B2B Email Marketing.”  See this link for copies of the slides.   I thought I would share some of the most common questions I encountered when talking about online video at the conference so you all could see what is on marketers’ minds these days.

Top four questions that we received at the summit.

Question 1:
“Can I play video right within my email campaigns?”   Often asked this way too:   “Can I embed video directly in my emails?”
 
Answer:
What is the value here? The only answer I received when I asked folks "why?" they wanted to embed in the email was that it skipped a step (of having to go to a website and then click again to play). I challenged them to tell me why they wanted subscribers to stay in their email rather than going to their website which is usually where they want them to go. Also, with the auto-play feature, the video automatically starts playing when you click through to the website, so, we are really not skipping a step.

Also, you want to do all you can to ensure your email arrives in your subscriber’s inbox don’t you?   Embedding video directly into your message greatly decreases the chances that your email will be delivered to your subscribers, as most email servers will block large embedded files or flag the message as SPAM.  Even if your email does get through to the subscriber, it is very likely that your video will not render properly in their email.  For more details, see Dusty Koekenberg’s blog post below dated January 13, 2010.
 
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Question 2:
“What length of video is best?”
 
Answer:
Two to three minutes. However, it is about relevancy. My "BMW minded" brother wouldn't watch 5 seconds of a 25 second video on quilting. But.. would watch a full 15 minute video on the new 7-series.
 
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Question 3:
“Do you just put a link in the email or some type of graphic?”
 
Answer:
Pictures are worth a thousand words.   Our video management product Backlight allows you to output a graphical representation of the video with a awesome looking play button... So, the end user feels like they are clicking the video itself.
 
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Question 4 :
“How often should you send out a video to your database?”
 
Answer:
Generally, once a month.  However it is an evolutionary process to find out what works for each company. If you juggle paying for the production and doing some video yourself (less professionally done vlogging for instance) then perhaps you can get away with a more frequent delivery. Also, the audience plays into this decision.  Younger folks are probably are OK with more frequency while CEO's are not.

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Send me an email at getjon@cantaloupe.tv with other video email questions you want answered, or, visit our website at www.cantaloupe.tv.  Also, stay tuned because we will release a White Paper on this topic soon!

Cantaloupe founding partner, Jon Digregory, was recently interviewed by Randy Berry with 50 Interviews: Video Marketers. Jon's interview will be featured in a book to be released titled: 50 Interviews: Video Marketers - How America’s Most Skilled, Most Inspired Online Video Advertising Creators are Transforming the YouTube Landscape. To see information on Jon's interview you can visit Randy's blog by clicking here.

50 Interviews: Video Marketers is a licensed production of 50 Interviews Inc, based on the original concept by Brian Schwartz.

Hear more from Randy and his experience with the interviews up to this point in the short video below.

Do you have any plans for your clients this holiday season? Heck, you can take it one step further. Are you doing anything this holiday season for ANYONE that is coming to your website? You see, your clients don't want the same ole' holiday card that you always send them. They want to see YOU. And if you are going to take the time to put yourself out there, why not use it to thank all of your website visitors.

After reading a recent blog post from Kyle Lacy of BrandSwag, you better be exposing your brand online and what a better way to do that, than with online video. Online video marketing is a quick and easy way to show your clients and followers the REAL you. With Cantaloupe's special holiday video offer you can engage your clients and friends with a fun and entertaining short video. Hear what Cantaloupe founder, Jon DiGregory, has to say about this below and learn more about the offer.

 I was driving southbound on interstate 465 here in Indianapolis the other day after a tiring day at work. As I was weaving in and out of traffic, I happened to notice a billboard. This particular billboard was vacant, and the company who owned it had a catchy little saying to entice people to occupy it. You know the kind . . . "made you look," "your customers could be looking at this," stuff like that. This billboard, however, had something I've never seen written before. It said, "Why whisper when you can shout?" Clever. Point well made. Makes sense. But, as I continued to fight my way through mini vans and semi trucks, I began to think more about this rhetorical question. Why WOULD I whisper if I could shout? It was almost as if it were a riddle I HAD to answer. Then it hit me like a house load of bricks . . . 

With the advent of technologies like broadband internet, the world has evolved from being a billion, tiny microcosms to one gigantic monster. With it's evolution has come a certain change in how we communicate. In this new, never-sleep, global society; glitz, flash, superlatives and techno music are working overtime just to catch our attention. There are thousands of entertainment and broadcast mediums, millions of websites, XM gave us hundreds of specific radio stations, there are cable stations galore . . . and the more they grow, the more THEY shout. Pulling us to and fro with enticing words and attractive choreography. Back and forth, over and over, they shout. Buy this! Come in here! Watch me! Listen to this! Read me! Subscribe here! Travel there! Wear this! Order now! A deafening chorus of shouting. But, here's the point . . . If everyone is shouting, who is really being heard? A whisper is rare. A whisper grabs your attention. Ever been at a table, and someone leans over to whisper your neighbor a secret? What do you typically do? You stop. You pay attention. You naturally want to know what the secret is. If you're close enough, you may pry to find out what it was. You completely grab one's attention if you whisper, and in a world of loud mouths and yodelers, people crave the intimate, and personalized delivery of a whisper. Yes, technology has brought us many great things . . . but, boy has it numbed certain aesthetic human subtleties. Email is wonderful, and fast, and convenient, but do you remember the appreciation and self value you felt when you received a handwritten letter? Sure, getting flair or a "poke" on Facebook is kind of nice, but how does it compare to someone firmly holding your hand, looking you in the eyes and saying with sincerity, "I appreciate you." You see . . . we've gotten away from that.  As marketing gurus, we must understand that our job is not necessarily to shout as loud as we can so as many people can hear us.  No . . .  it's more about having the right conversations with the right people.  Sincere video is an excellent alternative to the "loud mouth" methods being used out there today.  We've gotten away from what, in many ways, makes us human. "Why whisper when you can shout?" ANSWER: Because a well placed whisper is louder.

Could online video become the new way to feature your products on your website? I think so. I have recently seen two different ecommerce sites use online video to showcase products. Although done in completely different styles I think they both go to show how online video and internet video marketing are changing the landscape of the internet.

enveme.com has implemented short video clips of their products on each individual products page. By showing models with the product actually on, you can see how the material flows and looks when worn. I know that some product pages allow you to rotate the product and even zoom in on it, but does this really tell you what you want?

The second company that I have seen using online video for their produtcs is WilliamRast.com and should be of no surprise since it is co-owned by Justin Timberlake and features him in the videos. The key to this example is that it's not models walking around or spinning with the product on. The videos are shot in a short film format and feature the companies clothing within each video. This approach is completely outside the box of product showcase but the ability to share the videos gives William Rast a free and quick way for their consumers to share their brand with others.

Check out this Cantaloupe.tv client showcasing their products with online video.

With the price of online video production and distribution continually dropping I look forward to seeing more and more products being presentd to the consumer in this fashion. The creativeness is endless!

With online video creating quite a buzz around the internet at the moment CBS has partnered up with Americhip to take video content to an unthinkable medium, printed magazines. This is going to open up a whole new medium for releasing your video content. Learn how they are going to do this and where you will be able to get it.

As I'm sure the price to do this will be untouchable in the beginning, it's still something to watch for. Internet video marketing was not the cheapest thing to get accomplished 3-4 years ago either, but if you aren't using video on your website now you're missing out on a proven and engaging marketing and sales tool.

I look forward to learn more about this technology as more becomes available in the future. I would venture to say that as this technology becomes more readily available and cheaper it will add another avenue of marketing for your existing online video content.

What is your favorite story from your childhood? I don't mean what's your favorite book, or your favorite movie, or your favorite tv show. I mean STORY truly. Perhaps it's a story your grandfather told you, or your mother, or a story your deceiving older brother told you which you later found out was a lie.

Do you have your story yet?

Mine is a story my grandfather used to tell about growing up on a pancake farm and growing Arkansas pancakes. (a close second was the story about the sometimes mean ghost Matilda that lived in his attic).

Why is this my favorite? Probably because I remember it so well. Why do I remember it so well...

Because he told it ALL the time. Every time we had pancakes for breakfast, and even sometimes when we didn't, he'd tell us this story.

The biggest mistake I see with marketers trying to use internet video isn't that they don't tell a story, it's that they tell one story. Once. And then they're done.

Seth Godin gets it spot on today with "The long tale":

"The hard part is getting a little bit of permission to start telling your tale. The overlooked part, the part that wastes all that permission, is that you forget to keep telling your story."

Most marketers only tell their story once with internet video because they THINK they don't have the time or resources or dollars to do it more often, but that's because they haven't embraced internet video. They're still producing video like it's for tv.

It's time to take advantage of the biggest benefit of online video marketing - the ease of telling your story on an ongoing basis with close to zero distribution costs.

If you are a web developer of any sort I'm sure that you already know where this is headed. If not, then hopefully I can help open up to you just exactly how bad IE6 is holding you back. As an online video marketing company we are always trying to make the user experience as hassle free as possible and IE6 does not do that for us. Interactive marketing is here to stay and it's about time Microsoft steps up and embraces it.

Internet Explorer was released in 2001. Yes, that was 8 years ago! Computers don't even last that long anymore, so how in the world can a web browser last that long? Oh, and it's only been updated twice in those 8 years. Now I do realize that I'm an Apple user, but this isn't me directly hating on Microsoft. It's me yearning for better browser standards that will make our jobs easier and the end user experience more gratifying. Over the past 4 years I have watched our developers here at Cantaloupe spend an absurd number of hours hacking up perfectly written code just so that it will render correctly in IE6. So, you might be thinking why not just say you don't support IE6, right? You see, the problem is that somewhere around 15% of internet users are still using IE6 as their default web browser.

Light at the end of the tunnel?
There is quickly becoming a movement among web developers and users to rid the world of IE6. CNN.com recently posted an article about this titled "Web citizens trying to kill Internet Explorer 6" and we have even had a current client video blog about the topic. (see video below). There is even a website dedicated to this movement.

With enrollment being the biggest goal for colleges and universities this time of year many are starting to see the value of using social networks and social video. By using internet video marketing and authentic storytelling schools are able to reach a broader audience of potential students while giving an intimate look into the value that their school has to offer.

A recent article on the social media guide website Mashable.com goes into greater detail of the ways that some schools are using all types of social media. Below are a couple of examples that Cantaloupe has produced for a current client.

Take a look at this video from Marian University that gave them an engaging avenue of media to present a multi-purpose sport's facility to those who had donated money to make it possible.


Do you think supporters got a little more excited after seeing this video, as opposed to reading a two page text press release about where their money was being used? I know that I would have been.

It doesn't stop at fundraising and scholarships either. We have had multiple schools use online video marketing as an introduction to their adult education programs as well. Where could your school benefit from internet video?

Below is another example from Marian University and how they use internet video marketing to introduce potential students to their Adult Program.



Contact us to learn more about our solutions.


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Check out this article by the Public Relations Society of America (PRSA) on crisis communication.

There big takeaway, and I quote exactly: "Video dominates as online communications tool"

The article goes on to say:
Organizations need to already have an established video channel that informs — or entertains — your key publics so that you have built an audience and goodwill before a crisis hits. Having an online Web presence will increase the speed of distribution and reach of your crisis response.

This is exactly what our online video magazines at Cantaloupe.tv do. We specialize in producing authentic, online video content which is the exactly what you need when communicating a crisis situation. And our web video platform, Backlight.tv, makes it easy to get that video up immediately.

The last thing you want to be worried about in a crisis is about how to get your video online. Backlight handles everything you need to get that video up immediately. Things you don't need to worry about with Backlight:

• The file type. We handle mov conversion, mp4 conversion, mpeg conversion, flv conversion, and more
• The online video player. Backlight provides you with that as well as an easy to use embed code
• Online video hosting service. That's also included out of the box.
• Distribution. Backlight helps you get your video on YouTube, Facebook, LinkedIn, blogs, email campaigns, Twitter, partner websites, or wherever else you distribute online
• Video analytics. Backlight provides you with all the online video tracking you'll need to determine the effectiveness of your story.

So don't wait for a crisis to hit before you start thinking about online video marketing and the video platform you need to distribute it. Take a look at our offering now.

If you have ever experienced dowtime at a hosting provider whether you're hosting something as trivial as a personal webiste that only your mom has ever vistited, or something as critical as a enterprise SaaS application that 1 million clients rely on every day, you know how frustrating it can be. No one can deliver 100% uptime, but they get so close that we come to expect it and take it for granted.

What is often the most frustrating is not knowing when the service will come back up or what exactly caused it in the first place. After the fact, these hosting providers are left to figure out how to best make amends with their customers and to restore faith in their hosting abilities.

This is where online video production and internet video marketing can help.

Take for instance Rackspace. Rackspace recently had two outages, one on June 29th and one on July 7th. They responded the best way they could have. They not only fixed the problem and made efforts to ensure that it never happens - they actually took the time to put the CEO on camera to explain this to us.

You can see the video below and also check out this blog post by Lifeline Data Centers.

I have been recently introduced to a website that is taking the college campus tour to a whole new level. YOUniversityTV has brought the college campus tour to online video. With campus tours in all 50 states, universities and colleges are being given the chance to engage with more potential student prospects than ever.

This is the beauty of online video production and online video content management systems, like Cantaloupe's Backlight, becoming easier to use and more affordable.

With the economy in a slump, traveling to tour a college that is 6 states aways is probably out of the question for many soon-to-be college students. With the use of a little internet video marketing and a video content management system YOUniveristyTV is taking the travel out of the equation and bringing the campus tour into the comfort of your home. They have even taken it one step further and are now letting user generated videos to be uploaded to the website, meaning that they are getting free and relevant content that they are then able to distribute.

If you are wondering how your company or organization can utilize online video to help you engage a broader audience contact Cantaloupe or sign up for our Eloupe webinar - Engaging Your Audience the Cantaloupe Way.

I've talked about video search engine optimization many times before, but one question that keeps coming up is does where I get my online video hosting affect my search engine optimization?

Our stance right now (and it's always subject to change since Google is in a constant state of flux, always trying to improve its service), is it does not matter where your video is hosted. It is not necessary to host your video on your own servers or even on your own domain to get the authority credit for your domain or to get your video to show up in Google's universal search.

Additionally, there are big advantages to not hosting your video yourself, like the ability to utilize a Content Delivery Network (CDN) which ensures an optimal viewing experience.

This is one of the tips that Mark Robertson, the Founder of ReelSEO a blog about "video search optimization, online video marketing, internet video advertising, and everything else related to online video" gives to his readers. He gives 9 other tips in a recent post titled "Web Video Marketing - 10 Common Marketing Mistakes" that I recommend all my readers check out. (Note: You'll see some back and forth comments I had with Mark about the subject of this post)

Josh Bernoff, a researcher at Forrester called buyers in the business-to-business sector "one of the most active groups (he's) ever seen when it comes to social participation." He goes on to say, "If you're a B2B marketer and you're not using social technologies in your marketing, it means you're late."

One of Cantaloupe's current clients is the Tony Stewart Foundation and we have been given the chance to actually work with Tony in a few videos. As a race fan myself I felt it appropriate to share the latest online video we produced for the TSF with as many race fans as I could because it's an actual "Day in the Life" of Tony. So, I shared the link back to the TSF video magazine through Twitter and Facebook hoping that as many fans would get the opportunity to see the video as possible.

Well, a day after posting the video to the video magazine and my social media networks I got the idea to just search Tony Stewart in Google and try and find some fan pages. I didn't have much luck with any fan pages, but i did find a Tony Stewart Forum. Who knew that forums even still existed? I created a username to login to the forum and started a new thread explaining what the video was and that Tony was the main character in the video. Should get some clicks, huh?

What I had failed to do was look down through the threads from the last few days. After posting my thread I soon realized that a fan had ALREADY found the video and had posted a link back to the video magazine. I noticed that there had been 22 replies on the other person's thread. So, I clicked the thread and was very excited to see the comments that were being made. Not only were these folks watching the latest video but they were commenting on the other three videos and how they had made some people cry and how proud others were of Tony. Read the comments here.

So why am I telling this story? I think this goes to show you how web video is allowing people to share others people's intimate, truthful stories with those who they know will enjoy it. And, I'm positive that had this video story been a blog post or magazine article the responses would not have been as heart felt. Internet video marketing is quickly becoming a must have for organization because it's a simple way for your fans and customers to spread your message to those who are interested and the fact that it's video makes them the COOL one amongst their friends.

Want to learn more about Cantaloupe and internet video marketing?

You have video and you have social media channels. How in the world are you going to use it and measure it? Let's talk about the three current big social media channels Facebook, Twitter, and YouTube.

Facebook

When using Facebook for your organization there are two different ways that you can handle video. You have to first either setup a Facebook Page or Group. Pages seem to be a better solution for companies because you are often times having longer conversations with your end user and Pages are setup for this. You can learn more about Pages vs. Groups here.

With your Facebook page you can either load the video directly to your page or share a link to your video with your fans. We'll get to how you can monetize the video with a link a little later.

This decision is usually made by looking at whether you want the people on Facebook leaving Facebook and going to your web page with your video or if you are comfortable with your branding on Facebook and allow them to watch it right there. In the example below Cantaloupe has decided to use Facebook as another channel aside from mass email and their website so they post their videos directly to their Facebook page. This allows fans and colleagues to share your video with others very easily. The example that we are going to show here is the laughter yoga video that Cantaloupe produced and you can see how Facebook returns information for video plays on your Facebook page.

 
In the example to the right you are looking at Video Views inside of Facebook's Insights. The first spike on the left was the interaction with the video the day that it was posted. There was a drop off in the next few days so what we did was go into our Facebook page and share the video with all of our fans directly, therefore not relying on them to see the video post in their news feed. This sends each person that is a fan of Cantaloupe a direct message to their Facebook inbox allowing them to watch the video. Over the next two days you can see the spike in video plays that this created for this video. With only about 50 fans on the Cantaloupe Facebook page you can see that there were double that amount of video views. This tells us that the video was shared to others outside of the Cantaloupe fan base which in turn means the video was exposed to folks that we were not having any type of conversation with. We like to upload our videos directly to our Facebook page because you can then see the interaction that is being made with the video just on Facebook.

The other way to share your videos with those on Facebook would be to post a link to your video directing the end user to the page that your video sits on. The best way for sharing video links on Facebook is to use link tracking software such as bit.ly. Bit.ly takes your existing link, shrinks it into a smaller URL, and then returns data around the number of clicks and where those clicks came from. One downfall here can be that if an end user clicks to the video and then copies the URL from the page they are on to share the video with a friend you are not going to be able to tell that the friends video view came form this campaign or post.

Become a Fan of Cantaloupe on Facebook.

Twitter

We all tweet, tweet now.

You have 140 characters and it has to be text. How in the world can you share your videos with your Twitter followers and be able to monetize it? Here's how.

You have your video placed on your website, so all you need to do is grab the direct URL to the video and shorten it with bit.ly. Once you have the shortened link all that is left to do is tweet your message with the link included. Below is an example of how you can measure the number of clicks on that link.

This graph is showing the number of clicks on a video link that was sent out via Twitter by Cantaloupe. The bar to the left is showing the number of clicks on the video link the first time that it was sent out. At the time Cantaloupe was pretty new to Twitter so 10 clicks was acceptable. As time went by and Cantaloupe started to gain more followers we decided that it might be a good idea to send the same link out again. The result is the taller bar to the right. Because there were new followers the number of views doubled from the previous post.

Ok, so they clicked the links but did they watch the video? The way to measure this is to log into your video content management system and check the number of views your video has prior to posting your link to Twitter and then checking those numbers a few times after posting the link. By comparing the change in video views and the number of clicks in bit.ly you can then begin to measure your success. The one good thing about Twitter is that most of the time the interaction is going to be immediate so the comparison between the clicks and video views becomes less of an assumption.

Follow Cantaloupe on Twitter @cantaloupe_tv.

YouTube

You have your video on your website, why would you need to post it to YouTube?

Simple. Numbers.

There are millions of video views on YouTube each month and when using a video content management system like Cantaloupe's Backlight, posting your video to YouTube can be done easily. By posting your video to YouTube you are giving access to millions of people that may have never even knew you existed. So, if they are on YouTube searching for a solution and your video comes up the conversation starts there. By setting up a YouTube channel you can store your videos in an orderly fashion as well as brand the channel with your companies branding and website URL allowing users to quickly engage with you.

The example for this again is the laughter yoga video that Cantaloupe produced. After getting the video up on our website and sent via mass email we posted the video to our YouTube channel. We were able to create some buzz among the laughter yoga world and even had a few laughter yoga websites embed or link directly to our video. The video helps them show what it is they do and allows us to get in front of new prospects.

In this image you can see that Cantaloupe has generated 210 views on this video from their YouTube video channel. You can also see the different websites that are linking to your video.

So, people are watching my video on YouTube but I want to know if we are getting conversions to our website from this. To solve this you would just need to use your website analytics and look at the referring sites to your website. You should be able to filter them down to the number of referrals there are from YouTube that you can then use for conversion rates.

Subscribe to Cantaloupe's YouTube Channel.

So we've covered the three current, big social media channels and how you can monetize your video content through these channels. I'm sure that there are more channels to come and there will be different ways to monetize your video through these channels, but for now why not get started with these?

Exposure leads to prospects that can in turn become customers. Internet video marketing is advancing quickly and the sooner that you can get your foot in the door and start building an online presence with your videos, the farther ahead you will be of your competition.

Learn more about how Backlight can help make your social media video monetization easier.

Follow Cantaloupe through Social Media:

Cantaloupe got involved when Vontoo came to us to help with the video production portion of the project. You should check out a couple of their examples. I think you'll be amazed at how the phone call synchs up perfectly with the video. Check it out here and see even more examples here.

I have no idea how they do this. Maybe this is a feature we should consider for our online video platform Backlight? I'll have to ask our developers if this can be integrated into our online video player, ha.

It's great to see trends in internet video marketing originating right here in Indianapolis, IN. It's cooler yet to see how different online marketing technologies are coming together to create truly unique products whether it's video + voice, video + email, voice + email, email + blog, etc. the list goes on and on.

Great work Vontoo and thanks for letting Cantaloupe participate in your new product!

Video formatting is a complicated subject to understand, especially when you aren't in the video business. That's one of the reasons why we are here at Cantaloupe -- to help you make the most of your online video. Let me explain a little more.

I came across a web video a couple of days ago. The picture was stretched and pixelated (meaning boxy, unclear), and the sound was unbearable. To say the least, this video looked and felt unprofessional. If you are going to put video on your website, you want it to look sharp. If you disagree, let me know. It doesn't matter how great your site is, if their is one ugly video on their, it could ruin the entire experience. Here is an example snapshot of a video that is poorly posted to the internet:



Like I said, the video is stretched and pixelated, and the one I watched was jumpy (caused by a really low framerate). There are also two black bars on the sides of the video for no reason. Another thing that catches the eye is the video player. It is clunky and not very functional. There are a small amount of options, and a few a them I would never even use. I know this seems extreme, but search the internet and you will find videos similar to this image. So, now that I've addressed this poor video and poor web video player, let me talk about what Cantaloupe offers in these areas.

Cantaloupe's videos are always great quality, and look professional. We also have launched our own web video platform called Backlight that will do the online FLV Conversion for you and give you our sharp looking and great functioning video player. If you want to learn more about everything it can offer you, go here.

Now, let's look at a few snapshots of a Cantaloupe video so we can all vizualize this. These are from our most recent CantaSeries video.




The videos are clear, even the text. You can make it full screen, higher or lower the volume to any level, or use the menu to share, embed, or link to the video. There is much more the software can do, including tracking and converting, so I would suggest looking further into it.

If you are looking to strengthen your online video marketing, give us a holler and we will help you out. We shoot everything in High Definition, expanding the possiblities, and are constantly working on updates for our software, Backlight, which will eventually include HD internet streaming of your online videos. Of course, we know story and content are of utmost importance, which we also deliver, but don't underestimate the quality.

It seems Bluelock has found a way to establish themselves as experts in cloud computing, and it seems a big part of that is their internet video marketing strategy.

I recently wrote a post about how their videos have shown up on a social network for cloud computing. Now it seems that someone else has grabbed the embed code for their LEGO demonstration of server virtualization and embedded it in their blog.

The ability to let others grab this video and spread it around is made possible through Backlight, Cantaloupe's online video platform. What kind of impact is this video having on Bluelock's business? Well, Bluelock can see exactly how many views their getting from this video placement by checking out the online video analytics report also provided through Backlight.

Another valuable feature is Bluelock's ability to change the ads in this video, that is, to change in-stream calls to actions. Even though this video is already embedded, Bluelock can control and change the message to viewers. (Check out the 2:20 mark in the video) Now they can actually convert these viewers into prospects or even customers.

I also think it's worth mentioning this quote from the blog: