{"id":19391,"date":"2010-07-03T15:09:38","date_gmt":"2010-07-03T14:09:38","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=19391"},"modified":"2010-07-03T15:47:28","modified_gmt":"2010-07-03T14:47:28","slug":"social-media-marketing%e2%80%a6the-challenge-of-herding-cats","status":"publish","type":"post","link":"http:\/\/alienbabeltech.com\/main\/social-media-marketing%e2%80%a6the-challenge-of-herding-cats\/","title":{"rendered":"Social Media Marketing\u2026The Challenge of Herding Cats"},"content":{"rendered":"<blockquote>\n<h6><span style=\"color: #00ccff;\">The following is by G. A . &#8220;Andy&#8221; Marken, President of <a href=\"http:\/\/www.markencom.com\/index.htm\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.markencom.com\/index.htm', 'Marken Communications']);\" ><span style=\"color: #00ccff;\">Marken Communications<\/span><\/a><span style=\"color: #00ccff;\"> Inc. He has kindly given us permission to republish his thought-provoking commentary. As with everything that we publish at AlienBabelTech, the opinions expressed are solely those of the individual writer and do not necessarily reflect the views and the opinions of the rest of the ABT staff.<\/span><\/span><span style=\"color: #00ccff;\"> <\/span><span style=\"color: #00ccff;\"><span style=\"color: #00ccff;\"> \u2013Mark Poppin,<\/span> <span style=\"color: #00ccff;\">ABT Senior Editor<\/span><\/span> <strong> <\/strong><\/h6>\n<\/blockquote>\n<p><strong> <\/strong><\/p>\n<p><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19393\" title=\"Untitled-1\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-1.jpg?resize=300%2C157\" alt=\"Untitled-1\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p>Sure, social media &#8211;1:1 marketing and communications&#8211;sounds glamorous.<\/p>\n<p>It\u2019s like the romance, the freedom, the adventure of the old West.\u00a0 It\u2019s just you and him (or her).<\/p>\n<p>Long hours in the online saddle, what could be better?<\/p>\n<p>Ask the folks who have been doing it for years \u2013 customer\/tech support \u2013 it\u2019s a lot like the EDS herding cats commercial &#8212;<a href=\"http:\/\/www.youtube.com\/watch?v=YdwrYiNJc_E\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.youtube.com\/watch?v=YdwrYiNJc_E', 'http:\/\/www.youtube.com\/watch?v=YdwrYiNJc_E']);\" >http:\/\/www.youtube.com\/watch?v=YdwrYiNJc_E<\/a>.<\/p>\n<p>According to Digital Brand Expressions, less than 41 percent of companies have a cohesive, strategic social media plan.\u00a0 Fewer yet have policies\/protocols for handling\/managing the activity.<\/p>\n<p>So anyone who can swing onto the keyboard\/touchpad saddle declares that he\/she is a social media expert.<\/p>\n<p>They\u2019re not really a herd of cats.\u00a0 They\u2019re a collection of individual cats.<\/p>\n<p>And as any cat lover knows (we\u2019re not one of them), cats are independent thinkers\/players.<\/p>\n<p>They can do what you want or they can turn on you in the flick of an eyelash; and gawd, are those claws sharp!<\/p>\n<p>Social media is where people got together to:<\/p>\n<ul>\n<li> share advice\/assistance with people of like interests<\/li>\n<li> talk to each other about their experiences in using products\/services<\/li>\n<li> chat, carry on, whatever<\/li>\n<li> discuss common interests:<\/li>\n<\/ul>\n<blockquote>\n<blockquote>\n<ul>\n<li><span style=\"font-family: &quot;courier new&quot;;\"> <\/span>photography\/scrapbooking<\/li>\n<li><span style=\"font-family: &quot;courier new&quot;;\"> <\/span>playing games<\/li>\n<li><span style=\"font-family: &quot;courier new&quot;;\"> <\/span>raising kids, family issues<\/li>\n<li><span style=\"font-family: &quot;courier new&quot;;\"> <\/span>boss\/employee problems\/solutions<\/li>\n<\/ul>\n<\/blockquote>\n<\/blockquote>\n<p>As PC\/CE\/communications products\/services got more complex and converged, they became indispensable.<\/p>\n<p>It has also become more difficult to separate fact from fiction, hype from reality, blind love\/lust from true satisfaction.<\/p>\n<p>For producers, providers, the challenge is to:<\/p>\n<ul>\n<li> reach, educate, influence, persuade prospects<\/li>\n<li> efficiently\/effectively provide product\/service application\/support information<\/li>\n<li> produce happy customers who influence other prospects<\/li>\n<li> keep customers\/prospects involved in the company, its products\/services<\/li>\n<li> encourage favorable reviews, testimonials<\/li>\n<li> obtain application\/market inputs, proactive product\/service improvement ideas<\/li>\n<li> quickly, effectively solve customer\/product issues to retain proactive customers<\/li>\n<li> build a solid backlog of customer loyalty\/goodwill for the dark days<\/li>\n<\/ul>\n<p>And they must do all this efficiently, cost-effectively.<\/p>\n<p>The Web\u2019s social media watering holes have made it possible for people to get more purchasing assistance beyond their own reading and the geek next door.<\/p>\n<p>Suddenly, guidance, assistance &#8212; more than you ever wanted to know &#8212; is only a few clicks away.<\/p>\n<p><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19395\" title=\"Untitled-2\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2.jpg?resize=400%2C401\" alt=\"Untitled-2\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2.jpg?resize=400%2C401 400w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2-150x150.jpg 150w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2-299x300.jpg 299w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p><strong> <\/strong><\/p>\n<blockquote><p><strong>Figure 2 \u2013 Growing Choices \u2013 <\/strong>The world of social media just keeps expanding, enabling people to connect with their online communities.\u00a0 They are also prime opportunities for companies, products, staff members to connect with customers and prospects\/suspects.\u00a0 <strong>Source \u2013 Internet Retailer<\/strong><\/p><\/blockquote>\n<p>Information, recommendations \u2013 good, bad and ugly &#8212; are everywhere.<\/p>\n<p>Right now, hundreds of millions of consumers worldwide are using social networks, blogs, microblogs, online forums and video-sharing sites.<\/p>\n<p>The growth and influence of social media over product reputations\/purchases hasn\u2019t escaped the watchful eyes of corporate, marketing and communications management.<\/p>\n<p>But a Digital Brand Expressions worldwide survey showed that 50 percent plus of the firms \u2013 large and small \u2013 didn\u2019t have a defined social media strategy.<\/p>\n<p>\u201cEveryone\u201d wants to have authority over social media efforts.\u00a0 Marketing, PR, sales, HR, customer relations, IT all have their ideas on how they will manage the social media activities. But few want to be <strong><em>responsible\/accountable!<\/em><\/strong><\/p>\n<p><strong><em><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-31.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19400\" title=\"Untitled-3\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-31.jpg?resize=400%2C245\" alt=\"Untitled-3\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-31.jpg?resize=400%2C245 400w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-31-300x183.jpg 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" data-recalc-dims=\"1\" \/><\/a><br \/>\n<\/em><\/strong><\/p>\n<blockquote><p><strong>Figure 3 \u2013 Independent Assistance \u2013 <\/strong>Good and bad recommendations, ideas, assistance is available on the Web to help people choose just the right product\/service, use it and when necessary get real user and \u201cexpert\u201d advice\/assistance.\u00a0 <strong>Source &#8212; Buzzlogic<\/strong><\/p><\/blockquote>\n<p>The benefits of social media and the marketing\/sales leverage for firms is pretty obvious.<\/p>\n<div id=\"fgnx\" style=\"text-align: left;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" style=\"height: 432px; width: 481px;\" src=\"http:\/\/docs.google.com\/File?id=dfp9p5h9_435466tp6gs_b\" alt=\"\" width=\"481\" height=\"432\" \/><\/div>\n<blockquote><p><strong>Figure 4 \u2013 Being Involved \u2013 <\/strong>Social communities provide plenty of opportunities for marketing organizations to learn more about customers, find out what products\/features they want next and strengthen relationships with customers and partners.\u00a0 <strong>Source \u2013 TNS Market Intelligence\/Cymfony<\/strong><\/p><\/blockquote>\n<p>The challenge is that there are probably 3 billion people online, 3 million plus social media options:<\/p>\n<ul>\n<li> blogs<\/li>\n<li> micro-blogs (Twitter, Yammer)<\/li>\n<li> Wikis<\/li>\n<li> Public consumer Nets (Facebook, MySpace)<\/li>\n<li> Private social net tools (Lithium, Mzinga)<\/li>\n<li> Public news, information, fun sites (DigitalMediaNet, YouTube, CNet, etc)<\/li>\n<li> Consumer websites (AlienBabelTech, JocGeek, BitYard, more)<\/li>\n<\/ul>\n<p>There really aren\u2019t any best practices or established business models for social media activities, so companies just need to get some experience\u2014and quickly.<\/p>\n<p>Most of the social media landscape is of little or no interest to producers\/providers unless \u2026<\/p>\n<div id=\"q.j4\" style=\"text-align: left;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" style=\"height: 308px; width: 358px;\" src=\"http:\/\/docs.google.com\/File?id=dfp9p5h9_436fgzrzm79_b\" alt=\"\" width=\"358\" height=\"308\" \/><\/div>\n<blockquote><p><strong>Figure 5 \u2013 One-to-One-to-Many \u2013 <\/strong>Social media enables experienced professionals to build sound relationships with individual customers who spread the word to their contacts.\u00a0 This grassroots network will also spread negative information about companies, products, services just as rapidly\u2026if not more rapidly.\u00a0 <strong>Illustration &#8212; IDC<\/strong><\/p><\/blockquote>\n<p>And since it\u2019s been labeled media, it\u2019s only logical to give the task to the kids who went to school for that sorta\u2019 stuff.<\/p>\n<p>That\u2019s okay, as long as things go smoothly.<\/p>\n<div id=\"v0mk\" style=\"text-align: left;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" style=\"height: 335px; width: 444px;\" src=\"http:\/\/docs.google.com\/File?id=dfp9p5h9_437dbwfjwdk_b\" alt=\"\" width=\"444\" height=\"335\" \/><\/div>\n<blockquote><p><strong>Figure 6 \u2013 Firestorm \u2013 <\/strong>If lightning can spook a herd of cattle (or cats), negative comments about companies, policies\/programs, products\/services can hit just as quickly and with more devastating effects.\u00a0 It costs time and money to win back customers and many never return.<\/p><\/blockquote>\n<p>But\u2026one social media complaint lightning bolt can cause a stampede.<\/p>\n<p>Then\u2026<\/p>\n<p>That\u2019s why it\u2019s important to be proactive in the social media arena.<\/p>\n<p><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-7.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19401\" title=\"Untitled-7\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-7.jpg?resize=400%2C259\" alt=\"Untitled-7\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-7.jpg?resize=400%2C259 400w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-7-300x194.jpg 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<blockquote><p><strong>Figure 7 \u2013 Busy Landscape \u2013 <\/strong>While every company agrees they have to be involved in the social media landscape, most firms don\u2019t have organization-wide policies and programs on what can\/should be done by staff members, how the efforts will be monitored\/measured and who is responsible for the social media activities.<\/p><\/blockquote>\n<p>Social media includes everything the company does in reaching out, touching, working with people in the firm\u2019s many\/varied publics.<\/p>\n<p>The company\u2019s product information and support Web site areas are good \u2013 albeit less glamorous \u2013 places to start.<\/p>\n<p>Here is where consumers visit to:<\/p>\n<ul>\n<li> discover products, services<\/li>\n<li> refine choices<\/li>\n<li> decide on a product, service<\/li>\n<li> gain assurance, inspiration<\/li>\n<li> execute, find where to purchase<\/li>\n<li> get support, answers<\/li>\n<\/ul>\n<p>Until recently the information was provided with words and diagrams but as people go online to watch videos, progressive companies have been able to add content to their Web sites.<\/p>\n<p><a href=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-8.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19403\" title=\"Untitled-8\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-8.jpg?resize=400%2C362\" alt=\"Untitled-8\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-8.jpg?resize=400%2C362 400w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-8-300x271.jpg 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p><strong> <\/strong><\/p>\n<div id=\"kyd7\" style=\"text-align: left;\"><strong> <\/strong><\/div>\n<p><strong> <\/strong><\/p>\n<blockquote><p><strong>Figure 8 \u2013 Show Me, Entertain Me \u2013 <\/strong>The number of people who turn to their computer or smartphone for their video content is growing rapidly.\u00a0 Online and on-the-go video includes news, information, entertainment, education and business.\u00a0 <strong>Source &#8212; eMarketer<\/strong><\/p><\/blockquote>\n<p>Short videos &#8212; product demonstrations, applications, installation, troubleshooting, technical discussions \u2013 are finally being added.<\/p>\n<p>In addition, they\u2019ve gone viral and are being used by channel partners, linked by blogs and other social media sites and shared by viewers everywhere.<\/p>\n<div id=\"ew1h\" style=\"text-align: left;\"><img decoding=\"async\" style=\"height: 390px; width: 510px;\" src=\"http:\/\/docs.google.com\/File?id=dfp9p5h9_440hz9dn5dj_b\" alt=\"\" \/><\/div>\n<blockquote><p><strong>Figure 9 \u2013 Sharing \u2013 <\/strong>Companies are finding that their corporate videos \u2013 product discussion, use, problem solving \u2013 can go viral across the iNet as quickly as the latest video joke.\u00a0 Community members are finding it is faster, easier and more reliable to send or distribute a complete video or link to others in their group.\u00a0 <strong>Source \u2013 Lightspeed Research<\/strong><\/p><\/blockquote>\n<p>New compact cameras like the Flip can be used to produce real-people mini-stories quickly, easily, economically.<\/p>\n<p>Products like muvee\u2019s Reveal 8 do most of the work automatically.<\/p>\n<div id=\"c9ds\" style=\"text-align: left;\"><img decoding=\"async\" style=\"height: 341px; width: 547px;\" src=\"http:\/\/docs.google.com\/File?id=dfp9p5h9_441fjz9p3c6_b\" alt=\"\" \/><\/div>\n<blockquote><p><strong>Figure 10 \u2013 Business-Grade Consumer Products<\/strong> \u2013 For departments on a tight budget, low-cost cameras, simple business environment locations, homegrown talent and automated video production software can be used to produce interesting, informative product\/service videos that can be uploaded to the company\u2019s Website and social media locations.\u00a0\u00a0 The key is to tell the story quickly, effectively \u2026 then stop.<\/p><\/blockquote>\n<p>muvee and similar products analyze photos and video, style and choice of music and automatically create a video synced to the beat of the music with transitions and effects built in.<\/p>\n<p>Interesting, informational, short videos \u2013 even with minor mistakes &#8212; are more believable than polished ads.\u00a0 The software helps you explain products, develop SEO (search engine optimization) links and visually assist customers in efficiently, effectively using your products\/services.<\/p>\n<p>Using staff members taking viewers through the product\/service story not only adds credibility, it encourages people to share the videos and links with others.<\/p>\n<p>Viral videos not only quickly tell the product, application story, they also reduce customer frustrations when they\u2019re trying to explain their problem on the phone or online.<\/p>\n<p>They are also finding their way into interest area blogs where authorities want to highlight a solution or respond to an application\/support question.<\/p>\n<p>Since the digital environment is changing rapidly, there are no \u201cbest practice\u201d social media models you can follow.<\/p>\n<p>But you do \u2013 or should \u2013 know that pushing messages at the consumer doesn\u2019t work.<\/p>\n<p>Product explanation, how-to, technical videos helps the consumer feel connected to the company, the brand because they allow person to share information, ideas, rather than being advertised to\/pitched\/sold.<\/p>\n<p>Monitoring the consumer\u2019s feedback\/inputs on the videos and the information presented is all part of the changing social media environment.<\/p>\n<p>Explaining the whats, whys, hows of the company\u2019s products and strategy\/direction \u2013 and listening to inputs \u2013 should be your first small step in social media engagements. It\u2019s only a small step forward but it\u2019s a start in build reputation equity.<\/p>\n<p>Herding cats and the social media community have a lot in common.<\/p>\n<p>Ride slow, watch\/listen to the herd, be ready for the unexpected.<\/p>\n<p>It\u2019s a tough, long, rewarding trip.<\/p>\n<p>Most people aren\u2019t up to the challenge.<\/p>\n<p>But at the end of trail, you get a warm bath, good food and a few hours to rest before there\u2019s another herd to round up.<\/p>\n<div><strong>By  G.A. &#8220;Andy&#8221; Marken<\/strong><\/div>\n<p style=\"padding-left: 30px;\"><strong>President<\/strong><strong> Marken Communications, Inc. <\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> <a href=\"mailto:Andy@markencom.com\">Andy@markencom.com<\/a><\/strong><\/p>\n<p>________________<\/p>\n<blockquote><p>Please join us in our <a href=\"http:\/\/alienbabeltech.com\/abt\/index.php\" target=\"_blank\">Forums<\/a><\/p>\n<p>Become a Fan on <a href=\"http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142', 'Facebook']);\" target=\"_blank\">Facebook<\/a><\/p>\n<p>Follow us on <a href=\"http:\/\/twitter.com\/alienbabeltech\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/twitter.com\/alienbabeltech', 'Twitter']);\" target=\"_blank\">Twitter<\/a><\/p>\n<p>For the latest updates from ABT, please <a href=\"http:\/\/alienbabeltech.com\/main\/?feed=rss2\" target=\"_blank\">join our RSS News Feed<\/a><\/p>\n<p>Join our Distributed Computing teams<\/p>\n<ul>\n<li>Folding@Home &#8211; Team AlienBabelTech &#8211; 164304<\/li>\n<li>SETI@Home &#8211; Team AlienBabelTech &#8211; 138705<\/li>\n<li><a href=\"http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1', 'World Community Grid &#8211; Team AlienBabelTech']);\" target=\"_blank\">World Community Grid &#8211; Team AlienBabelTech<\/a><\/li>\n<\/ul>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>The following is by G. A . &#8220;Andy&#8221; Marken, President of Marken Communications Inc. He has kindly given us permission to republish his thought-provoking commentary. As with everything that we publish at AlienBabelTech, the&#46;&#46;&#46;<\/p>\n","protected":false},"author":6,"featured_media":19403,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2533,6,7],"tags":[3860,3861],"class_list":["post-19391","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abt-news","category-news","category-technology","tag-social-media-marketing","tag-viral-marketing"],"_links":{"self":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/19391","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/comments?post=19391"}],"version-history":[{"count":0,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/19391\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media\/19403"}],"wp:attachment":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media?parent=19391"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/categories?post=19391"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/tags?post=19391"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}