Looking Towards 2019 and Your Strategic Digital Radar Screen

Greetings everybody, welcome to the Wednesday, December 12th, 2018 episode of Free Webinar Wednesdays. This is Eric Cook with WSI, and we work with businesses and organizations in helping them better understand and leverage the power of the internet. Internet as a Strategic Business Tool. You can get here at poweredbywsi.com. My good friend and Free Webinar Wednesday partner, Mr. Jeff Simpkins, is also AWOL. I guess maybe I'll give him leave because that stands for absent without leave. But he is not with us today, but if you are In the banking space, I would encourage you to get in touch with Jeff at CBCII. But Jeff Simpkins is your man for banking-related operational stuff and all sorts of other good things to help your organization run smoothly and get the most out of its technology. So, uh, I'm back. I was gone for a couple of weeks. Very excited to be home, but I had an amazing time. Those of you that are connected with me personally through Facebook or Instagram or Twitter may have seen some photos flying around. We actually took a little bit of a vacation and headed over to the Czech Republic, which is a beautiful time to be on that side of the world. We were in a little town— I say little, 100,000 people. a little town called Olomouc, where a friend of ours is actually teaching at Pulaski University under a Fulbright appointment, which is pretty cool. So we spent some time in Olomouc and then took the train down to Prague and spent some time in Prague and then took the train over to Vienna. And so very fortunate that we were able to do that. And this time of year they have these really cool things called Christmas markets. Over on that side of the world, which is pretty sweet. And all of the towns have got little shacks that have been set up in their town squares, and they're selling all sorts of cool Christmas goods. And they have this thing called Christmas punch, which is basically warm wine, and some of them will throw extra shots of whatever your alcoholic beverage of choice is to spice things up even more. But certainly an experience of a lifetime and not something we really get here in the States. So it was pretty cool and we really enjoyed our time. So anyway, that's why I was absent. The 6-hour time difference made a little bit of a challenge. And I believe at this time last week, I think we were maybe on a train or on a sightseeing tour. I don't know. Doing something. So there was no way we were going to be able to do a live Free Webinar Wednesdays. So thank you for your patience in my absence. Before we get officially started with some of the things that I wanted to just talk about today, I wanted to remind you tomorrow, which is the 13th, at 2 PM Eastern time, I'm going to be joined by Sam Kilmer from Cornerstone Advisors. I've got the actual page pulled up here. You can go to poweredbywsi.com/BES for Banker Education Series, and that will actually take you directly to this page. Sam's a longtime friend and part of the Cornerstone team. They do a lot of thought leadership in the area of banking and financial services, and we're going to talk about bank technology, financial technology referred to as fintech, and And even if you are not necessarily a banker or in the banking industry yourself, one of the things that I can pretty much bet in most cases, you have a bank account or a credit union account, and you use that to manage your funds. And at a very high level, bank tech involves things like online banking, remote deposits, person-to-person payments. But there's a lot of other cool things that are going on in the world banking and financial technologies that you may be interested in knowing about as it relates to managing your money and budgeting and planning and, and all sorts of other cool stuff— fraud detection, personal privacy. So if you are so inclined and would like to join us on the show for the live webinar, you can hop over to the BES page and just scroll down, and you've got a big old green button there that you can click on, and that will take you to GoToMeeting— actually, GoToWebinar. Registration page, so you can reserve your spot and hop in and check it out live. I think the last time I checked the registration numbers, we've got over 100 individuals registered for this event. So it looks like we're going to have a really good turnout. So we're pretty excited to share our thoughts and to spend 60 minutes talking about banking and technology and kind of the gee whiz area of the future as to kind of what's What's going on? So as that leads into a segue, if you will, of what I wanted to chat about today as we approach the end of the year, I'll see whether or not I can get Jeff to join me because I think historically Jeff and I have done a little wish list for Santa Claus involving things related to technology. So maybe we can see if we can get that on for next week's show. But a couple of things from a business's perspective, whether you're a business manager, business owner, you've got some insight or influence into what your business is doing for the coming year. I just wanted to toss out a couple of things that I think are important that need to be on your list. And we've talked about them a little bit in past shows, but just to kind of do a recap of the things that I know we're consulting with our clients on just to make sure that they're on the radar screen as consumer preferences and the way that people interact is evolving and changing so that you don't get left behind in 2019. So the first area is commonly referred to as martech, or marketing technology, or your tech stack, and it's a really broad Because a couple of things that I'm going to talk about get into those areas. But I would first encourage you to have some discussion if you've got other people within your organization that you can kind of pull into a room and talk about, or if this is part of any of a formal planning process that you do. But sit down and really take an introspective look at what's going on within your customer base, how people are interacting with you. Look at if you've got Facebook, if you've got a website with Google Analytics, if you've got other social media channels, if you've got, you know, any place that you can pull a signal of usability or engagement. And if you're not comfortable, you don't know exactly how to do that, bring somebody in from the outside where that's their area of expertise. We often find that to be the case that a lot of business owners have got Google Analytics installed, but they don't know how to use it. They've got a Facebook page, but they don't understand what's in Facebook Insights, which is the analytics portion of Facebook for business pages, Twitter Analytics, those sorts of things. So if you're comfortable with that, that's your role. If not, find somebody that can. And take a look at how your customers are changing, how that compares to maybe a year ago. Are they using mobile devices more? Are they spending more time on your website? Are they spending more time in social channels? Are you finding trends going up or down? And look at what you want to accomplish as a business or an organization in the coming year, and then try to connect the dots from a business perspective, not just from what you want to do chasing, you know, the next shiny object. Because I'll talk about a few things, and if they don't play into a business goal or objective, then I'm not suggesting that you do this because these are all the cool things that the cool kids are doing online. But I think it's important to take a look at your business objectives first to say, what is it that we want to accomplish in 2019? and have that clearly defined as business goals first, and then any sort of a strategy, whether it's a marketing strategy, a technology strategy, an operations strategy, an employment strategy, you know, talent and skill set, all of that really needs to go upstream and support your business objectives. And I kind of feel weird saying it out loud because when you say it out loud, it sounds almost like a no-brainer, like, well, of course you would make sure that everything supports a business strategy. But oftentimes we'll get questions from either existing clients or prospects that we're talking to, and they'll say, you know, what's the best way to do a Facebook page? Or, you know, how do I make sure that all of my employees are using LinkedIn effectively? And they're kind of missing the boat, or maybe they've already done the analysis and we've just missed that part. of the conversation, but, you know, are your prospects and customers really spending time on LinkedIn, and does that make sense for you to build a strategy? Or are you thinking you want to build a LinkedIn strategy and use that technology as part of your organization because you read an article in a trade publication that says every business needs to have a LinkedIn strategy? Because we've honestly talked to financial institutions that are in somewhat rural areas and And, you know, they've actually asked us those questions. We've done a little bit of research. We've done some searching in LinkedIn and looked at utilization and penetration of accounts. And there's not a whole lot of activity going on in their market area on LinkedIn. So while at some point down the road that might change, because it's always good to keep an eye on things, because what's happening today certainly isn't what's going to be happening 6, 8, 12 months from now. But the reality is, for that organization, their business objective maybe was to start the process of getting their employees a little bit better prepared to use LinkedIn. But jumping right in full force with corporate-wide training and all sorts of other, you know, initiatives really didn't make a whole lot of sense. So it was much more of a baby step and realizing that more individuals were actually part of a— Facebook community. So the goal of being more visible and part of an online conversation really revolved more around, well, how are you positioning your employees to be able to participate and be involved in conversations on Facebook? Because that seems to be where your audience is. And then that opened up the dialogue to say, and what sort of information are you sharing on Facebook? Because if it's product-related stuff, and you're talking about services, that's really not why people are on Facebook, and that's certainly not what Facebook is going to help you distribute. And what can your employees do on Facebook while at the office? Because in our world, because we work with a lot of financial institutions, the organization has blocked social media for employees at the firewall level. So even if an organization like a bank or credit union wanted to empower their employees to share information and be part of that conversation on social media, technically it wasn't even possible. And so that involves things like policies, security protocols, software for monitoring and intrusion protection, you know, so all of that stuff, which comes out of the business objective of being part of that online conversation. conversation, being present, being part of everything that's going on in the world of social, and then figuring out what business strategy, what technology you need to have in place to be able to support that. So really take a look at your business goals and objectives, and then if you're not comfortable or it's an area outside of your, your, your, your comfort level, bringing in somebody else that understands technology and they can connect the dots between technology and business goals and help you put together a plan that might make sense. So that's really the first thing is no matter what you do, it really needs to have some sort of a business objective in place. When you identify that business objective and then you say, well, we want to do X or Y or Z, then the next thing that you need to do is figure out how are you going to measure its effectiveness. So if your goal is to ultimately sell more widgets, then the volume of widgets that you sold over the next year is going to be one of the variables. But you may also want to track things on the website that go, you know, how many visits do we go that come back to the widgets page, or are people subscribing to our newsletter that talk about the widgets? Because maybe pure sales might be more of a lofty goal, because when you, when you set your objective as a financial one, you may not intend for that to be the case, but what's going to happen is you're going to find out subconsciously the content that you're generating is going to have that subtle undertone of, yeah, we're sharing this information, but we really want you to buy from us. And so what that means is those, those messages that you're sharing are really going to be perceived, even if it's at a subconscious level, as sales pitches as opposed to, you know, building a community, educating your customers, sharing content that helps them be better at what they do. And then the ultimate goal is you build the relationships, and it's much more of a longer-term sales effort. But your goal isn't necessarily to make the cash register ring right away. It's to pull people in, to build engagement, to get interactivity, to seek feedback, to establish conversation. And when that's your goal supporting the ultimate big-picture business goal, your content is going to flow off of that, I think, a little bit better. But when you do that, how are you going to measure that success? So looking at things like benchmarking existing metrics. So if you have a blog on your website, you're going to want to see, well, how often does that blog get visited on a regular basis? And if we start putting together a more focused effort of trying to bring people to that blog and sharing educational content, Is there ways within Google Analytics to be able to track when that needle moves? So the time that they're spending, the number of articles that they're reading on a per-visit basis, if you've got engagement capabilities to be able to get people to provide a comment or give you their information to download additional more valuable pieces of information, all of those are ways that you can set up a process to be able to measure the effectiveness So that at the end of, you know, whatever term you're looking at, you can go back and say our goal was this because this is what the business objective was. Here's how we're going to actually measure that on an ongoing basis. And at the end of the year or the end of the quarter or the end of the month, you can go back and benchmark and look at and see are things going in the right direction. So business objectives establish a way of measuring that and hold holding yourself accountable. And, and, uh, and I think those are, are going to help you down the road, especially if you're on the marketing side of the business. Some of this might be, you know, almost a no-brainer to you, but as you go up the ranks, a lot of business managers are, are looking at the big picture numbers. And you don't necessarily want to go to them and go, you know, well, it looks like bounce rate has decreased by 35% on the website. That doesn't really mean anything to somebody that doesn't understand what a bounce rate is and why that supports your objective of building greater engagement through the website. So a decrease in bounce rate, and for those of you that aren't familiar in Google Analytics, bounce rate is a metric that tracks the number of visitors that come to your website and visit one page and leave. They basically show up and bounce. In the banking world, that's a pretty high number because the vast majority of visitors— think of it yourselves as a consumer— you go to the bank's website and you click on the online banking login, you log in, and you look at your account. That constitutes a bounce. So banks typically have a really high bounce rate. If Amazon had a bounce rate of 75% like most banks, they would go nuts because they want you to come onto the site, you look at the homepage, you click on all the cool tools and services. I want to go and look at movies, I want to check books, I need to buy an Amazon Echo, I want to get, you know, you name it. So they want people to have sessions that are 3, 5, 10, you know, 50 pages where you're browsing, you're looking at products. The longer you spend, the more engagement there is. So just having a way to be able to track that. But if you go back to your business objective of building greater engagement, the 35% reduction in bounce rate, while that's not a lie and that's a true statement, the way that you convey that information to senior management is It looks like we're growing the interest in our website because we've decreased the number of people that just show up and look at one page and leave by 35%. And so that 35% is spending more time online, they're spending more time browsing our site, they're consuming more content, they're reading more articles. You can correlate that possibly with subscriptions to your newsletter, newsletter or downloads for white papers. And so those are different things that you're going to want to convey to help validate that your plan is actually working. And if it's not, then you need to continue to figure out how to get it to work so that you can share that information. So there's a couple of technologies, and I'll mention these, I guess, primarily under the auspices of my own experience. Within WSI corporate. So WSI, in case you're maybe new to Free Webinar Wednesdays, WSI is a global franchise organization. Essentially, we are a network of digital agencies that spans the globe in 80 countries, roughly 1,000 independently owned and operated WSI businesses like ours here in Michigan. And so as part of our corporate initiative out of Toronto, We participate and use Facebook's private workplace social networking platform. It's kind of like our little intranet. And so we create our own little committees and groups and task forces. And so a couple of the ones that I'm on that are helping to leverage what we're focused on as corporate are also ones that I think businesses should be aware of. So the first one that I've been part of, and I'm actually the chair of, is the Web Accessibility Task Force. And so web accessibility is the whole concept of making sure that your website allows individuals with disabilities using assistive technology to consume, engage, learn, know, access information off of your website. And that's woefully inadequate in a lot of sites that we go to. I've talked about the technology partner that our office has established a relationship with called AudioEye. Recently, I've been provided access to AudioEye's digital accessibility platform, which is a very comprehensive testing and analysis platform that I can run reports to get a good benchmark or baseline of where there are potential issues as it relates to accessibility. If anybody out there listening to this is interested, you can shoot me an email and your website address, and I'll be happy to run one of those reports for you. And we can chat over what that means. So just drop me a note at eric@poweredbywsi.com, and in the subject, just put ADA accessibility or web accessibility tests, and I'll be happy to put one of those together for you. But web accessibility is a big deal, not only because there's a significant audience of individuals that require accessible capabilities to consume content online, but there's also the threat of litigation. And if that's something that concerns you, which it probably should, At least having a plan to determine what you are going to do to help from an accessibility perspective will— it won't protect you or guarantee you won't get sued, but it will certainly help your position in court if you do get dragged into litigation because your website is not ADA accessible. So there is a term out there called Web Content Accessibility Guidelines, WCAG. So you want to familiarize yourself with that and really have an understanding of what you need to be doing in the area of web accessibility for 2019 because there are some shifts and changes going on. So that is one of the committees. Another committee that I recently was added to, and this was created as a result of some strategic planning that I was invited to, is a technology committee. This goes back to the initial part of where we started our conversation on today's webinar, but it's, it's taking an inventory of all the technology that you have within your organization and determining whether or not that's appropriate for you to meet your business objectives. So looking at things like your email service, if you're using marketing automation, if you're using chatbots, if you're using customer profitability analysis, if you're using a CRM, customer relationship management tool, is taking inventory. And when we got together, a handful of us consultants with our corporate office up in Algonquin, Ontario earlier this year, one of our, you know, initiatives was basically to whiteboard, or we actually used the posters, the sticky note easels, of looking at all the different technology categories that we have and and then identifying all the different technologies in those categories that we are using collectively as an organization. And one of the things that you'll find is— I mean, you'll find probably a lot of things as a result of that exercise. You may find that there's a lot of different technologies that other people within your organization are using. Now granted, WSI is a global organization. There's a lot of us across the planet. But when we just talked about email, for example, we went through a list and some consultants are using Constant Contact, some are using MailChimp, some are using email within the content management system of what they're doing for their website. So whether it's Adobe Business Catalyst or another platform, some were using the email service that's within the marketing automation system. Well, for example, SharpSpring is one of the marketing automation partners And they have an email marketing system built within it. Some consultants were using the SharpSpring email, some are using CRM platforms like Salesforce or Microsoft Dynamics, and those have email platforms. So just within that email area, we recognized that there were probably 7 or 8 different email solutions that were being used. And then out of that, just using email as one example, we spent some time identifying pros and cons of each. What are the benefits of using one service over the other? And looking at things like what's the total cost of ownership, how easy is the platform to use, what sort of tracking and metrics and reporting does the platform have, how reliable and consistent is it in— I guess in this case as it relates to email, is The main objective is to be able to produce an email that gets into the prospect or the recipient's inbox. So does it do that effectively? And, and so figuring out what the goal of that technology is. And so going through all of those different areas. So we looked at email, we looked at marketing technologies like, like marketing automation, we looked at CRM, we looked at profitability, we looked at accounting systems. Some customer— or some consultants were using SageWorks, some were using QuickBooks, some were using other just standalone billing platforms. So really looking at your technology stack of what you're using now and where there may be gaps and making sure that in all those instances There's as much consistency within the organization and all the employees, and then you can develop practices, protocols, best, best practice examples, training material. And so that's really what our technology committee is focused on over the next year, is trying to get our hands around all of the different technologies that exist throughout our organization. And how can we make sure that all of us as consultants are using them to the greatest possible benefit for ourselves as well as for the benefit of our customers. So, 2 other technologies that— I mean, there's a lot of others, but I just basically have kind of identified 2 that I think deserve to go on your radar screen. You probably have heard me say this a couple of times, and if I sound like a broken record, I apologize. But chatbot or messaging-related applications, those continue to get a tremendous amount of visibility, conversation, talk time, whatever you want to call it, through the information that I read and the resources that I consume to help make sure that we're as good as we can staying relevant. Helpful to our customers. But chatbot technology of making sure that it's easy for people to use messaging applications like Facebook Messenger, SMS text messages, WhatsApp, different ways that you can use a chatbot to tie all of those conversations in and make it easy for you as an organization to build those conversations and to be part of those from at least as much as you can a centralized source. And so, you know, having a dashboard with your client service team being able to have access to it, and whether somebody's on your website and they've got a chat request, whether somebody's on Facebook and they want to chat with you through Facebook Messenger or the standalone Messenger application, whether they want to hear from you or have conversations through SMS, text messaging. But messaging applications are becoming very, very popular. And I've said this before on the show, but during our time at Social Media Marketing World earlier this year in San Diego, a lot of the pundits and experts in the digital marketing realm are hypothesizing, if that's really a word, but they're predicting that messaging-based applications are going to overtake social media applications because of their capability of fostering and facilitating a one-on-one communication. So you need to have that built as one of your plans. It's like when the phone came around, you ultimately needed to have some sort of a customer service phone strategy, so if somebody called you on the phone, people were available to answer the call. Then email came in, you had to make sure you could respond to email. Then websites with Web forms came in, so you had to make sure you had a way to easily collect that data off of a website in a web form, and who's going to get it, who's going to respond, how are you going to track it. This is a new era of client and prospect and visitor communication that you don't want to miss. And I think, you know, I can speak for myself, but when you go to a website and there is a chat functionality available, that's usually the first thing that I go to if it's not easy or conspicuous as to where the information I'm looking for is located on the website. I'm not using the search functionality on a website as much if the navigational structure and the menu is confusing. So that's a very important thing to think about as you think about your website. But if that's not really conspicuous as to how I find information, My first go-to is chat. And do I get a real human? Is there any sort of artificial intelligence baked within that chatbot that will give me information of what I'm looking for? So if I'm just purely wondering whether that organization is going to be open on a holiday, I may not be able to go— maybe their hours and locations page is just generic, but I don't see any sort of holiday details. If I can ask a question in a chatbot and I say, you know, you guys open on Columbus or you guys, what's your hours on Christmas Eve? A chatbot within that, that, that conversation can be programmed to look for key phrases like Christmas Eve, holiday, hours, open, and it can come back and answer those questions even in the absence of a human being part of that conversation and create some value for you. It saves time. A chatbot is doesn't sleep, so it's available 24/7, 365. And if for some reason the chatbot can't answer that question, which you'll find a lot of times it may not when you first start using it, but as you start recognizing and collecting data around what it is that people are asking questions, you can make that chatbot more intelligent and start adding things to it to be able to answer more and more questions. So starting strategy in 2019 and then spending time on a month-over-month basis of enhancing that to make it a more valuable tool so that even when you're not there to answer those questions, the chatbot can get smarter over time. One of the things that I do want to caution you on, and I believe this came out of California, is you want to make sure when you're using a chatbot you're not decepting your visitor into thinking they're talking to a human when it's really technology. Google's Duplex demonstration at Google I/O earlier this year when they actually had a chatbot call a beauty salon and book an appointment without a human being involved. I think sparked a lot of controversy within the community because it was, you know, did the person on the other end know that they were really talking to a robot? Is that right? Is it ethical? And so California enacted law that makes it such that you have to be very conspicuous that you're chatting with a chatbot as opposed to a human being. But most of these chatbot technologies will give you the ability to transfer or ask the individual if they want to be transferred to a human, and then that can actually be part of that conversation, and you can move that over and a human can take over. So I think chatbot is, is one of the things you need to figure out. The other area that kind of comes along with the technology, and we've actually created a separate task force within WSI to address this because it is changing and evolving quite rapidly, is in the area of video. And video can be used a number of different ways from a business perspective. And so while you might think of YouTube as being you know, an example of video and you put a video together, whether it's a TV commercial that you've got, and that's probably the easiest thing to do. If you've got TV commercials, you can post those up, although that may or may not be what customers are really interested in looking at because that's really an advertisement. But you get into canned video professional versus amateur. Do you need to have, you know, super duper expensive equipment, or can it be something that you can do more genuine and grassroots leveraging the video camera that's on your mobile device, whether that's an iPhone or an Android. Those are very sophisticated these days and put out some really, really good content. Thinking about live video and being able to stream that in real time and building your own conversation, creating your own little quote-unquote interactive TV channel so you can publish that information out to YouTube, you can do that through Facebook, you can do that through Periscope on Twitter, you can do that through Instagram and IGTV. So there's a lot of different ways that you can leverage live video, different strategy around that. You want to be engaging and interactive and kind of work to build conversation, sharing value. So those are important, but you can also leverage video in other areas within your organization that you may not have thought of. So for example, during a recent committee meeting, or I guess I should say task force meeting, we talked internally about the different use cases of video. And while brand establishment and kind of knowledge sharing and marketing and sales, one of the areas that I know we use video quite a bit is from a productivity or an efficiency or a business process. A lot of times we'll actually use video to help capture information about a particular task that somebody needs to do. So when we create a website, we'll create video, we'll save that video, we'll send the video as a tutorial of here's how you create a blog post, here's how you optimize an image to upload it to your website. Here's how you can add a new page to your website. Here's how you create a Facebook post and change the privacy settings to make sure that the whole world can see it. So video can be used not just from a sales and marketing or branding perspective, but there's a lot of operational things that you can do. I've known a number of organizations that instead of having user manuals that they used to produce that would have screenshots and steps and written instructions is they'll put together just, you know, little 2 or 3 minute videos that walk you through the process. So they'll create a screen share in one of the tools that we use is a tool called Snagit from a company called Camtasia. So we'll go in and we'll actually use Snagit, we'll do a screen capture, and then we'll gather information, we can share that up into Screencast, which is their hosting environment. We can share that to a Vimeo channel. If it was something that we wanted to be available to the rest of the world and look at it more as an optimization SEO strategy for search engine benefit, we may throw it into a YouTube channel, put some keywords around it, and give it a more valuable kind of keyword-rich description. But using it even from an internal operational perspective for efficiencies and instructions is a really great way to leverage video. But certainly thinking about how video can be used outside of just sales and marketing efforts in some internal areas, you may not necessarily think that that's really even an option. So I guess those were kind of the main things that I wanted to talk about. I don't know if there were any other specific questions off of those with regards to the technology and chatbots and video. But if you are listening live, I think I forgot to mention this at the beginning, use the chatbot to interact with us. And I guess us, I say us because usually Jeff's here. So me and the mouse in my pocket, maybe that constitutes us. That's what my grandma used to say. So if you've got a question or a comment, feel free to go ahead and type it in, and I'll keep an eye on that for the next few seconds because we're getting to the end of the show. And those are kind of the main things that I want to talk about today. So put those on your list for 2019. You know, focus on your business objectives, what you really want to accomplish. Look at your technology that you have in place. Is it really making sense? Do you have splintered technology? Do you have people within your organization using different things for the same purpose? Can you standardize? And then I think the 2 areas that I think you really need to kind of put on your list are chatbots as a way to build that message in that conversation, which has a whole other area behind it as it relates to how you're going to manage it, who's going to staff it, how are you going to Measure it, and then thinking about the whole concept of how can you leverage video to ensure that you're telling your best story. I will tell you, if you've not done video before, you will be uncomfortable. You will get on a live video and you'll feel weird, and your first couple of videos are probably going to come out looking pretty dumb because you're going to make mistakes and you're going to fumble and your tongue's not going to work the right way. We do that here on the show because this is a live show, and sometimes what I want to say isn't what comes out of my mouth. Sometimes technology doesn't work the way that we expect it to, but I also think those are elements that humanizes a brand. And while perfection is always the goal, a little oops here and there, I think, reveals to your audience that You're kind of a genuine, real deal person. At least when I make a mistake, I like to think people are thinking that. I don't know. Maybe maybe that's not the case, but that's what I like to think about anyway. And then the other thing that I also talk about is a thing and think about folks that are out there that if if you are blessed with I don't want to say a perfect body because that's probably not the right thing to say, but if you can see well and you can hear well and you can use a mouse well and you can read without having to worry about understanding the text or whatnot, those are things that I know I personally take for granted. When I think about web accessibility, how would somebody that's blind be able to get information? How would somebody that How does somebody that is deaf be able to engage, or somebody that can't use a mouse, how do they navigate a website? How do they— you know, all those things are questions that go through my mind. And now that I'm more aware of that with AudioEye being one of our partners, that's an area that I think everybody needs to be thinking about. And not to say that you have to go all the way to the extent of an AudioEye, but just making sure that Those are things that you're thinking about as you move into the new year, because certainly the digitization of society is not going to go in the other direction and slow down. Things are going to continue to go to the web and to go to technology and go to devices, whether that's a laptop, a tablet, a mobile phone, you name it. So, so making it as easy as possible for folks. to interact and engage with you. So with that, I'm going to bring today's show to a close. Thanks to those of you that attended live, and if you are listening to this on a recording, thanks for checking us out. You can learn more obviously at freewebinarwednesdays.com. And again, if you're interested in having one of those assessment reports done on your website, just drop me a note at eric@poweredbywsi.com. And put in the little subject there, website assessment or web accessibility report, and I'll get one of those scheduled for you and in your hands so that you can at least have that as a, maybe a benchmark of what work may need to be done in the coming year. So we'll talk next week. Until then, have a great week. Enjoy your weekend, and we will see you online at Free Webinar Wednesdays. Thanks, everybody.