@BasilPuglisi

Content & Strategy, Powered by Factics & AI, Since 2009

Conferences & Education

Social Commerce Summit 2012 [Event]

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It’s time again for the Social Commerce Summit and for the pros and experts that come together during this yearly conference. On Tuesday, February 7th,  the events will swing into action once again for 2012.

All About the Social Commerce Summit

Since the immersion of social media into digital commerce, incredible opportunities and options have opened for business owners. Socially marketing your products and services can come with its own challenges though, so the Social Commerce Summit, or SCS, has a focus on presenting some incredible tips and tricks along with the best practices common to businesses successful in this form of marketing.

The SCS will provide the platform for experts in their industries to share their own best practices and ideas that have been built upon cutting edge trends and technologies and are the products of incredibly successful Fortune 500 campaigns and strategies.

The Agenda

The conference’s format is designed to encourage short presentations with short discussions following. This encourages speakers to get to the heart of the matter quickly so that additional points can be discussed and engaged as the conference rolls on.

Everything from product creation or discovery to social advertising deals are discussed to help educate those new to the business as well as those brushing up on current trends. There is also plenty of time to connect with colleagues and create new networking relationships for your business.

The Speakers

You can expect to hear from a wide variety of speakers who hail from a vast number of different types of industries with everything from BusinessInsiders own Nicholas Carlson, @nichcarlson, to Tim Mahlman, @tmahlman, at Klout.  Speakers will include marketing, branding, and developmental executives as well as innovators and strategist with leading information on how to expand a business’s ROI. A few speakers include:

  • Margot Savell – @margotsavell
    Margo is the digital measurement strategist at Weber Shandwick
  • Jason Ross – @JasonPRoss
    The Founder of Jackthreads.com
  • Paul Lee – @ipaullee
    The head of PLayboy Digital Ventures and an admitted Foodie
  • Chantel Waterbury – @chantelchloe
    The Founder and CEO of Chloe and Isabel

In addition there are also reps from several major brands such as Martha Stewert Living Omnimedia and Battery Ventures.

Who Attends Social Commerce Summit?

Everyone! Everyone from the speakers themselves to anyone who is selling or promoting their own products, services, and ideas. You can expect to find investors and entrepreneurs who are involved in forms of digital commerce at the SCS.

Make sure to follow @BI_Events to keep up to date on conference information.

Lastly, remember that DBMEI subscribers also receive 15% off of the ticket price to the Social Commerce Summit. Simply register on site and include the code, dbmei15, in the discount code box on the left to get your DBMEi subscriber discount.

Author:

@BasilPuglisi is the Executive Director and Publisher for Digital Brand Marketing Education (dbmei.com). Basil C. Puglisi is also the President of Puglisi Consulting Group, Inc. A Digital Brand Marketing Consultancy that manages professional and personal branding for Fortune 500 CEOs, Hedge Fund Managers and Small Business Owners.

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Radian6 – Cloud Based Command and Control of Social Media

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Radian6 provides marketing, communications and customer support professionals with a platform which enables them to see, in real time, what is said about them and their products in all aspects of social media; in tweets, Facebook, blogs, multimedia, forums, conversations and boards. By doing so, it gives the business the ability to manage, track, respond, report and analyze their reach and sentiments toward their products.

Marketing is no longer what it used to be, says Marc Benioff, Chairman and CEO of Salesforce.com.   In his keynote speech at the Cloudforce Winter 2011 conference, in New York, he showed how it has become, in big part, Social Marketing. The ability to listen to customers, to reach out to them at the moment they are ready to buy or make a change, is what differentiates great and not so good marketing.

Introducing the New Radian6.

It used to be data-based marketing, when you have the database on premises and you segment it and turn it into your e mail list. But in today’s segmentation, your database can be the entire internet.

There are thousands of conversations going on social media channels every hour of the day. How do we make sense of all those conversations on Twitter, Facebook and other social networks? How do we reach the people that are already taking about our product and use them to spread the word? How do we put out a flame before it becomes a fire-storm?

Here is what Radian6 has to offer: A complete social marketing app that is cloud based. A social hub that includes monitoring, insights and reaction. Command and control everything that you do in social marketing from one place. Based on some criteria keywords that you put into the system, Radian6 will pull out every conversation that is going on, which includes your keywords. This cloud application will do it in real time.

You’ll know what they are saying, where they are saying it, and what is the sentiment.  You can drill into the conversations as they are happening and take action. You can set up automated rules that define how you want to handle criteria and route it to the appropriate people in the organization for immediate action.

For marketing campaign managers it means no more 30 day old focus groups, where you are reacting to information that happened 30 days ago. And you don’t need hundreds of people to gather that information and analyzing it. All you need is technology that allows you to scale the social media walls.

With drilling even further, you can find out all the available information about that customer that is asking a question about a service you provide. Where is that person present on social media, where he is located geographically and previous contacts you had.

And you can grab that information, route it to the correct decider and communicate an offers right back to that person through social media channels. Offer that might answer a need the market has at the moment. You can do it across all the channels. Even though the customer used Twitter for example, you can answer in any other form and even present the offer on their mobile device. 

Radian6 was acquired by SaleForce in March 2011

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#Ignition2011: Sheryl Sandberg Shares Concerns for Facebook and Women

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At the recent Ignition Conference Sheryl Sandberg shared that Mark Zuckerberg’s greatest fear is lack of innovation. She mentions that the two factors are fueling that fear.

  1. Google has as many job openings as Facebook has current employees.
  2. Facebook lacks the resources of many of its direct competitors.

Sheryl understands that one of Facebook’s immediate concerns involves their need to rely on less product launches in favor of those that have bigger impact. Facebook has a current focus targeting the balance of moving forward in their business growth, while still protecting user-privacy.

Sheryl’s Advice to Career Focused Women

Voted in at number 7 of 10, Forbes awarded Sheryl Sandberg the status of one of the world’s Top Ten Power Women of 2011. Sheryl has some very sound advice for other power women as well. She shares that a woman’s most important career choice is who they marry. She encourages women to find a partner with whom they can share their lives 50/50. She reminds them that in general, men lean forward or continuously focus on the growth of their careers, while many women seem to lean back, and let others take the re

Check out this video with Sheryl’s top three pieces of advice for women who aim to reach the executive suites in their careers.

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She also notes that when it comes to an individual’s GPA, the women tend to remember their numbers as slightly lower than they really were, while men remember theirs as a tad higher. She also admits that it seems in general, people like men who are in power, women – not so much. However, people do actually seem to like Sheryl Sandberg which is proven by the number of people, men and women alike, who flock to events where she will be a key speaker.

The Google vs Facebook Battle Continues

Although she initially deflected questions from Henry Blodget about a Facebook phone at the Ignition Conference, she later relented. She has a desire to see Facebook users able to snap a photo on their smart phone and upload right away to an album, wall, or page. She is worried though that Google’s Android may be a factor in preventing that.

“If you buy a phone, you should be able to share pictures and upload your photos with Facebook, we care that Android works and does that,” she said. “Android has made a public commitment to openness, and we want to see that commitment kept.”

She also mentioned that Facebook is thoroughly committed to providing an app that will work on all phones. She shared that she is currently actively working towards this with every single phone manufacturer to see that it happens. Citing that she believes that all consumers should have a choice, when asked by Blodget about whether or not Facebook is currently building a phone, she answered that she would not speculate on the topic. Although this is by far a mysterious and obscure comment, coming from Sheryl Sandberg, it’s definitely worth giving some attention and perhaps a bit of closer inspection.

note: Special Thanks to Business Insider for hosting such a wonderful event and having DBMEi as their Guest.

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IGNITION: Future of Media Conference

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This two day conference is coming to New York City November 30th through December 1st, 2011. Exploring the future of media business, IGNITION brings together executives and key stakeholders to discuss what is happening in the here-and-now.

We all understand that the definition of media has begun to expand to include games, local, social, and real-time communications that include sharing and other forms of data exchange. However, this also means that the lines between advice, business, and entertainment, has begun to blur.

Business Insider’s founder and CEO, Henry Blodget, will host IGNITION. One of the goals of IGNITION is to discuss how what is happening now, will affect your business. For this reason, a long list of top-notch speakers covering many media industries will be attending.

  • Glenn Beck – Founder and CEO, Mercury Radio Arts
  • Deep Nishar – SVP of Products and User Experience, LinkedIn
  • Sheryl Sandberg – COO, Facebook
  • Eliot Spitzer – Former Governor, New York
  • Sarah Bernard – Director of Online Engagement, White House
  • Adam Bain – CRO, Twitter

Business Insider designs their conferences the same way they design their media: intriguing and straight to the topic at hand. Discussions are kept short and each moderator or speaker will quickly get to the point. The fast-paced schedule will keep all attendees connecting while learning. IGNITION is expecting an impressive list of 400 to 500 entrepreneurs and executives from all facets of media including print, TV, digital, music, radio, and entertainment.

Attendees should arrive ready to strategize and create new business.

Adam Bain – CRO Twitter

Before he was CRO of Twitter, Adam Bain was the president of Fox Audience Network, or FAN, where he administrated strategies that would help to monetize Fox’s digital properties. He got behind Fox’s largest acquisitions of IGN, Scout Media, Photobucket, and Myspace. Before he held that position, he was the EVP for Product and Technology for Fox Interactive Media.

Bain began at Twitter just as they were gearing up to launch new monetization efforts. Although Twitter has executed minor experiments with advertising, they now want to increase their revenue significantly. With Bain’s proven abilities in that exact area, it seems to be an incredibly good choice for Twitter and for all who use it.

Get Ready for IGNITION: Future of Media

If you plan to attend IGNITION, register now and make sure to input dbmei15 for 15% off the price of admission as a DBMEi subscriber! This IGNITION Discount Code has been created exclusively for dbmei.com readers.

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Professional Spotlight: Robert Basso

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On Tuesday, November 15th, a group of everyday entrepreneurs who have proven track records from building their own successes, came together to share how they had achieved those goals on their own terms.

Some attendees included:

  • Joe Corcoran, Founder of Joe Corcoran Productions
  • Selena Cuffe, President of Heritage Link Brands
  • Jeff Hoffman, Co-founder of Priceline.com family of companies
  • Steve Davies, President, The Alternative Board – Nassau
  • David Becker, President, PhilippeBecker

Robert Basso, the author of The Everyday Entrepreneur, is a well-recognized business leader and advocate. With an entrepreneurs eye for spotting opportunities, Rob has a long list of achievements from founding investor in Empire National Bank to owner of Advantage Payroll Services. Rob frequently contributes on Fox Business as well as other national programming such as Entrepreneur. Rob has also submitted to interviews with USA Today, AP, and CNN Money. Rob also hosts a web program called Basso on Business which features businesses and entrepreneurs.

The Everyday Entrepreneur

The Everyday Entrepreneur is loaded with powerful strategies and important objectives for defining, setting, and achieving goals for your own entrepreneurial success. Revealing how its readers can learn to apply their own ambitions to their desired goals and gain an understanding on how to proceed on their own, this book provides realistic goal setting ideas that can lead to successes that may have eluded you so far.

The Everyday Entrepreneur is unique from other available books on the market in that it supplies palpable entrepreneurial strategies for business owners. The contributions of The Everyday Entrepreneur allows for business owners to build their own wealth, financial freedom, and success regardless of age.

In The Everyday Entrepreneur, Basso explores other innovative entrepreneurs like himself and discovers what encouraged each one of them to push the limits and find their own genuine successes on their own terms.

You can also expect to learn:

  • Valuable lessons regarding how to drive business growth
  • How to best hone entrepreneurial instincts
  • How to reawaken your sense of adventure in your business endeavors

So much more is covered here but we can’t share it all. The Everyday Entrepreneur provides a roadmap allowing readers to follow the success stories of a variety of individuals who all hail from very diverse backgrounds. Take a walk with Basso as he shares the stories of each entrepreneur while they find the answers to achieving their own successes and surpassing goals unimagined.

My Take on Robert Basso

In a room full of professionals this picture speaks but a touch of the moment and what Robert Basso conveyed as an Entrepreneur, Professional and Parent. At the start of the event Robert thanked a few people, something you expect from most at such an event, but the moment to see Robert’s character came forward when he called his children to the front of the room.

“You might not quite understand this yet, but it’s my hope that you will someday” Robert Basso told his two children.

A moment that was so passionately about a father conveying an important message to his children that he had to be instructed and nudged by others to turn so they could get the photos they wanted. One could try and say that this was possibly staged, but if you had seen it first hand, you’d know the sincerity was without question.

My short interaction with Robert leaves little to argue about the long term experience of knowing or doing business with this professional, but if how he cares and treats his family is any indication, then clearly he is a professional worth knowing.

THE EVERYDAY ENTREPRENEUR

Published by John Wiley and Sons, Inc.

Publication date: October 24, 2011

$24.95; Cloth; 175 pages; ISBN: 978-1-118-10644-0

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#SMWF: How Hilton Does Social Media

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Hilton has one message from their industry that rings true into their social media campaigns. Hospitality is social. If it isn’t, the execs at Hilton think it should be. Their studies into how social media integrates with travel accommodations has shown:

  1. Those who travel often are commonly also active on social media networks.
  2. Those who use these channels do expect their favored businesses and locations to be listening, available, and willing to respond via these networks.
  3. Those using these venues are not only interested in deals, but often also travel advice, and to deal with customer service issues.

Hiltons Wide-Reaching Social Network

Hilton has made finding information on an incredible variety of things on social networks of all types, quite easy. They regularly post interesting videos on YouTube that show a myriad of benefits for choosing Hilton accommodations when you head out for your next vacation.

Check out this video about a spectacular special drink created by one of Hilton’s own bartenders at the Hilton Hawaiian Village® Waikiki Beach Resort.

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Not only does this create an interest in this location and its amenities, it also builds upon true customer engagement by giving them a real taste of what to expect on their next trip, but also a familiarity that many can appreciate.

None of the above even takes into account that not only does Hilton engage their customers with this type of open information but they have also effectively engaged the employee. It looks like Hilton has taken the proactive stance that many other businesses have by utilizing their current staff to share the big picture through social media networking.

@HiltonSuggest

Social Media Guru for Hilton, Vanessa Sain-Dieguez, helps implement training for their employees on how to use social media to help take care of their customers. In a comprehensive study on using social media with their guest, they noted one very important issue, customers do not just expect their favored businesses to be ‘listening’ to them, but they also expect them to act.

A highly active Twitter account known as @HiltonSuggest stays on the lookout for those who Tweet messages like:

Although none of these Tweets specifically mentions Hilton, @HiltonSuggest still doesn’t mind offering immensely helpful suggestions based on exactly what folks are looking for in the Twitterverse. Also noticable is the fact that not all of the blurbs thrown into the Twitterverse have hashtags, which shows that Hilton is really listening, the replies show that they are also willing to act, even when it doesn’t mean a direct consumer experience for their industry.

It turns out that dbmei author had written an article that had personally touched him and his family, and yes Hilton was behind it! Check it out here.

Defining Social Media in the Hotel Industry

A panel co-hosted by HVS Executive Search and ESSEC Business School Paris was held on February 7th, 2011 to discuss what the rise in social media means for the hotel industry. Attendees were students, hoteliers and other staff, all of whom declared they are active on at least one social media network.

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Jeff Pulver’s Second #BRANDSconf Kicks off This Month!

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The second Jeff Pulver’s #BrandsConf will be kicking off on November 9th, 2011. BrandsConf helps businesses to explore the options for ‘humanizing your brands’ as well as the possible effects this can have on your business.

In recent times, many businesses on and off the web have begun to find that utilizing Facebook and Twitter as a part of their business marketing plan has helped to firmly establish their presence on the web. This provides a new challenge in a business’s marketing campaign. Do you need to need a person, or a team of them to help establish and maintain your brand in the social world?

Views From BrandsConf on Humanizing Brands

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What to Expect at #Brandsconf

Instead of just standing by and watching those who have achieved success and trying to learn from them at a distance, Jeff Pulver has invited them to attend #Brandsconf  and participate in the vital discussions held there.

You will hear from some of the most creative and innovative thinkers who will share their personal knowledge from the inside of several types of business segments. Since brands can transcend business elements, Jeff Pulver’s hope for #Brandsconf is to have a wide variety of industries represented.

With the same tradition practiced in the #140 Conferences and events, panels will run for ten to twenty minutes and presentations will remain ten minutes long.

Exploring a wide range of topics with the best practices for corporate branding, everyone should be able to come away with a new insider perspective in their particular industry.

About Jeff Pulver

Jeff Pulver is a top-notch entrepreneur who grew up in Kings Point, New York.  Graduating from Great Neck North High School, some of his early accomplishments include the founding of Spreadsheet Solutions Corp. that marketed macros and add-ins for Excel and Lotus.

In 1995, Pulver cultivated an interest in Internet Telephony. During this time, he was a systems administrator for the Cantor Fitzgerald firm. In 2003, Business Week listed him as a tech guru. Co-founder and shareholder in Vonage, a voice-over-ip provider, Pulver also invented a device known as CellSocket. Cellsocket could make and receive cell voice calls through standard telephones.

Pulver also helps to organize the #140conf, or 140 Character Conference, and is an investor in many startup companies.

Guest Speaker Ryan Osborn (@rozzy) – Director of Social Media at @NBCNews

In the summer of 2010, Ryan Osborn was named the first social media director at NBC News. With earlier beginnings as an aspiring journalist, he went from a page on The Today Show in 2002, to reaching the rank of Director of Social Media. However, Osborn does not have the typical view of how to utilize social media.

Osborn concentrates his efforts on Facebook and Twitter in the form of extended storytelling editorials from NBC News, instead of using it solely as a marketing tool. Osborn knows his organization well and knows the specific personalities that make it function smoothly. He believes that if you tell the right story, it will market itself. Having discovered Twitter in 2007 at a SxSW conference, he carried this knowledge back to The Today Show and began a feed. Ryan brings loads of vital social media marketing knowledge to  #BrandsConf .

Please help share awareness for the event by sharing the Twitter hashtag #BrandsConf

Want to attend? Enter Discount / Coupon Code “dbmei.com” to save 10% OFF, special discount for dbmei.com readers.

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Social Engagement Statistics 2011 [Videos & Infographs]

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How has social engagement helped to create marketing opportunities for building brand awareness? One reason that seems likely is that when social networking first came into our digital lives, many had no idea how to take it, how to monitor it effectively, and how to aggregate its contents to be the most effective use for each account owner.

Tweetdeck, TheTweetedTimes, and Summify are great ways to keep in tune with trends and news on your social network sites and can supply you with a smaller method of mining your own social engagement statistics.

Think Social Media is a Fad?

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Think Again!

The internet has grown by 14% since 2009. There are 1.9 billion internet users worldwide. As of December 2010, there were 255 million websites. There are 152 million blogs around the net.

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Timing Matters

Facebook Statistics

  • Facebook has over 800 million active users
  • More than half of them log on daily
  • The average Facebook user is connected to at least 80 groups, pages, or events
  • Facebook users install apps over 20 million times each day
  • Over 350 million Facebook users access the site through a mobile device
  • Facebook beats Google Weekly news in traffic in the US
  • Facebook users post 60 million status updates daily

Studies by KissMetrics have shown that the best time to share content on Facebook is at noon and then again at just a bit after seven pm. The best day to share is on Saturday.

Some Facebook users increase their following by utilizing aggregators such as YouLikeHits,  Get FaceBook Friends, or sites like Get Fans Fast for Facebook Fan pages.

Twitter Statistics

  • Twitter is the most popular among working adults
  • There are one billion tweets per week
  • That is a 280% increase over tweets in 2010, so far…
  • There are currently over 460 thousand new accounts created every day
  • Mobile Twitter users have increased 182% since 2010
  • Twitter marketing jumped from 3% of businesses in 2008 to 49% in 2009

Statistics show that the best times to tweet are between 9 to 11 am ET and 1 to 3pm Eastern Standard Time. Even tools like Timely can help users to figure out the best times to post for their particular crowd and then schedule them for tweeting.

The optimal time of day to get retweeted is between 3 pm and 6 pm, while the best day for it is on Friday.

Twitter users often utilize sites like FollowMania, Twiends, and TwitterShuffle to gather more followers for expansive networking.

LinkedIn Statistics

  • LinkedIn has over 120 million users, in over 200 countries, and more than 2 new members signing up every second. This equals one million users every 12 days.
  • Almost 2 billion people searches were conducted on LinkedIn in 2010
  • More than 2 million companies have LinkedIn Company Pages

The best time to publish content on LinkedIn can always vary from network to network. Since many networks may be exclusive to their own locale or country, general optimal time to post during US times can be early morning, around 7 am Eastern Standard Time for those who are coming into work and checking status updates. Again in the early evening starting between 5 pm and 6 pm  catches many users at the end of their workday.

The best days to post on the business networking site are Tuesday, Wednesday, and Thursday. Do not post on Mondays when at all possible. Friday is considered an ineffective posting day as well. While some laud the benefits of weekend post, you can expect many users will only read or research so deep during their own personal downtime. Post light reads or quick updates on weekend days.

There are many groups on LinkedIn that offer increasing connections and open networking for businesses looking to expand their local networks into global entities.

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YouTube Statistics

  • YouTube has more content uploaded in the average 60 days than three of the major television networks have created in 60 years
  • YouTube may have the broadest demographics of the big four social networks with users averaging between the ages of 18 and 54 years old
  • YouTube is the second largest search engine in the world
  • YouTube receives over 100 million views per day
  • 84% of internet users view videos online

Sites like TubeIncreaser and Gain YT Views that can help YouTube channels increase their viewers and subscribers. While sites like these have legitimate benefits utilizing them overly can have negative effects. The fact is, many YouTube viewers will not even expend the time to check out a video if it has little or no views, so increasing views on your videos can actually increase the views on your video. Make sense?

However, nothing goes further when creating videos for your business than to go by helpful guidelines during the creation process. Keeping top tips in mind is the best guarantee that your content is relevant, high-quality, and a source of leveraging brand awareness for your business.

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Social Media Marketing Advice, Analysis, and Insight from #SMWF N. America

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On the 1st and 2nd of November, SMWF N. America comes to New York. This conference openly offers social media marketing advice and more in-depth insight into how your brands and business can use options like Facebook and Twitter to help create priceless consumer relationships, monitor brand reputations, build communities, and sometimes they work as forums that can help to sell products, services, or opportunities directly.

Many of the globe’s top social media aficionado’s will meet to help initiate discussions and analysis surrounding the many diverse factors that affect marketing development, take-up, and strategic effectiveness.

SMWF will provide coverage on many of the vital issues that surround our social media space. Discussions will feature coverage on:

  • B2C Social Media Activities
  • ROI on B2B
  • Integrating Relevant Channels
  • Social CRM
  • Social Shopping
  • Geo-Location
  • Measuring and Managing Reputation  top sociakl obe’tly.
  • ions, build communities, and sometimes they work as forums that can help to sell products, services, or o

There is much focus on how social media is changing customer behavior and conference focus will highlight these issues in full.

#SMWF will also feature a number of high-profile speakers that represent leading brands such as Hershey’s, Twitter, NASA, Coca-Cola, Tumblr, and more. SMWF was designed to be an effective forum for building industry connections and creating networks that can help to improve networking sessions.

SMWF plans to take connection-building to new and more sophisticated technological heights. The SMWF TwitterWall will also be a distinguished feature of the show. Related Tweets will be projected onto a massive screen for all to read and will allow delegates to access a stockpile of statistics, infographics and other relevant information to display to the crowd who the most influential show tweeters are.

With the free-to-attend industry exhibition as well as the Social Media Hub covering some of the most basic elements supporting the most effective uses of social media, this is an even that should be listed as a must for anyone in the area with an interest in utilizing social media as an additional marketing channel.

For more info on what you can expect from the shows visit the SMWF Agenda Page.

DBMEi readers can save 15% by entering discount code DBM15 when Registering here.

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SMX East: Search Engine Expo, First Impressions

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DBMEi was granted Press Access to the SMX East taking place in NYC this week. While we will follow up with a summary of the event, we wanted to share some first impressions.

If you have not been here yet, make time! With one day left on September 15, 2011 at the Jacob Javits Center we hope this post find you in time to get into the event and see some great vendors and try to access an event.

The event is very well organized and the speakers are prepared to share data and facts! This has been one of the biggest critiquesfacing many conferences, most have speakers that participate seem to be self or company promoting with little if any actionable information to share. One of the other concerns, often expressed by people like us here at DBMEi, “where is your data, your sources” because sometimes we wonder if they are just pulling this stuff from the sky…. “where is the credibility”. The SMX East has had an impressive impact quick and early.

As you can see in the photos I have attached the speakers are sharing their actual trade practices, unlike many others events the SMX seems to have set a standard where the goal is to make sure each presenter has something tangible and actionable. The presentations are supported by a ton of quantitative data that the presenters are using to show, not tell the attendees what they are doing and why.

So far the SMX East has been an event worth attending, I have been very excited to see speakers talking about the process by which they take action and sharing the quantitative data to support their processes and theories.

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