Posts Tagged ‘webinar

08
Jul
14

Six Ways to Intersect Publications and Education Events

This month’s blog post is by Kim Howard, CAE, an award-winning publisher and president of Write Communications, LLC. Write Communications works with association leaders to create mission-aligned content for every channel for measurable results. She is the immediate past president of Association Media & Publishing. Howard can contacted at kim@writecommunicationsllc.com.

Kim Howard

Kim Howard, president of Write Communications, LLC

Delivering content to your members is a cornerstone of not only your publication program, but also your education events. In a perfect world, all our members would attend our events. But because they don’t, how do we share that information while not reinventing the wheel? How do we help sell the value of our education events? How can we showcase the content in the best possible way before, during and after our programs? Here are some ideas.

  1. Go beyond an ad. Cross-promote your events in the publications that you have. When you have a regularly published magazine, your content, if it’s mission-aligned, will likely fall in line with topics discussed at your education events. Is your editorial calendar in line with broad issues that are discussed at your conferences? Are you covering your content through the applicable lens for your members? Many associations have membership that runs the gamut, from students to c-suite executives. While it’s difficult to serve them all in one publication or conference, you can successfully integrate your content to cater to the cross-section of members. I use the term education events loosely because this could mean an in-person conference, webinar or podcast, lunch and learn or brown bag, etc. Have staff, freelancers or volunteers cover the event and write an article about the topics and subsequent discussion during the event. This is an excellent way to generate content for your publication and showcase the discussion. It’s also a great way to showcase your volunteers. Many members covet a byline on your association’s blog or in your publication. Covering select sessions at your events drives home the message to those members who didn’t attend that the event’s content is something to hear first hand. Think of it as your indirect sales guy.
  1. Give sidebars new meaning. Sidebars help break up your content and add an element of information that otherwise may be awkward to include in the main story. You are likely housing your speaker’s content somewhere on your website and the subject will also pertain to something you’re covering in your publication. Remind your readers that the content is still there and provide access to it by showcasing it in a sidebar. You could have content available from a webinar, a whitepaper or a slide presentation from an annual conference session. Use it. You don’t have to showcase the entire resource—just use a link, headline and blurb. And don’t forget your association’s other resources such as whitepapers, reports, webinars, podcasts, blog posts and other nuggets of information that show your members they have access to solid industry or profession information.

published

  1. Ask speakers to convert their presentation into an article, or interview them. This approach works best if you have your editorial staff attend the selected sessions and figure out which ones will translate into content for your publication. It also helps to weed out the presenters who were less than stellar: You probably don’t want to showcase their content in your publication. And it’s unlikely their content would translate well in a new format. Add an editor’s note at the beginning or the end of the piece letting readers know the topic was first discussed at “XYZ” conference, webinar, etc. I have used this approach for years and our publications have received many excellent articles that we published.
  1. When you have a hot, timely topic of discussion, ask the speaker or panelists to write blog posts about the subject before the event. There is always some piece of relevant information that speakers wish they could include, but can’t because of time constraints or because it diverts from the subject a little too much for an event. Not only is this a good way to showcase the content, but also it creates buzz about your event and may even increase the numbers from last-minute registrations or day-pass registrants.
  1. Cross-promote your education event through Twitter. If you know that certain members are into social media, especially Twitter, and they have fast fingers, ask them which sessions they would consider covering for you. This approach works best live, but after the event, consider picking out the top five or 10 tweets from the meeting and using that information as a sidebar to post-event coverage. The great thing about this approach is that you are covering a session that may not be covered a traditional way. It’s yet another insight into the education content that your meetings and events offer.
  1. Additional ideas might include:
    1. Videos or other enhanced content in digital publications. Careful planning and scheduling can yield good video clips from members when they are onsite.
    2. Executive summaries of content, ideas or discussions to share with attendees/those who were unable to attend as resources rather than simply as informational articles. (Think of this as a note-taking service or perhaps even enhance these notes with new information to make them that much more useful).
    3. Leverage sample content/learning outcomes/ROI/testimonials in next year’s event marketing materials to make the promotion that much more compelling.
    4. Consider year-round opportunities to position your annual meeting vs. only the two to three months leading up to the conference; keep the conversations going.
    5. Consider repackaging content into an infographic or other visually interesting format to help members/attendees digest the information in a new way.

Even if you can’t implement all these ideas, pick one that you know will work with your membership and any internal constraints you may have. Starting small will be the first step to yielding better results for your educational events and content that you deliver to your members.

25
Mar
14

Association e-learning: what you need to know

Sarah Lugo

Sarah Lugo, digital marketing coordinator for Digitec Interactive

This month’s guest blog post is by Sarah Lugo, digital marketing coordinator for Digitec Interactive. Follow her on Twitter.

 

Associations are beginning to grow their education departments by bringing member education online. Why? Selling courses and certifications online provides a new revenue source for the association while adding more value for members. At the same time, members who can’t attend a conference or workshop benefit from the convenience of on-demand content. But it’s difficult for many associations to determine the types of offerings they should provide online.

Want to get off to a good start with your association’s online education products? Here are my suggestions for best-in-class member education:

Give members what they need and want
. Will an eight-hour course be something members will utilize or do they prefer shorter “mini modules?” The education members want online will likely differ from what they want at a conference. Analyzing the online education products your competitors provide can also help you determine what already exists and what your audience wants. The best way to determine what your members need and want is to ask. Survey your members and gauge their interest in potential topics and formats. While you’re at it, ask members what they’d be willing to pay for these offerings. For tips on surveying members and valuing your education products, check out Digitec Interactive and Tagoras’ recent webinar.

Keep it fresh. The shelf life of an online course is not indefinite. Keep your content fresh by re-purposing and updating content routinely to ensure it’s both relevant and timely. Pre-plan your content’s maintenance schedule and decide how you’ll determine when the content has “expired.” One suggestion is to look at the data from your Google Analytics account and the association’s learning management system (LMS) to determine which courses are least popular among members. The trick is to refresh the course or webinar before traffic has died down completely. If the content has become so outdated that members have quit purchasing it entirely, consider whether the topic is still relevant to your members.

Invest in marketing. Most associations do an excellent job of marketing their annual meeting, but few know how, or even attempt, to effectively market their online offerings. Developing and delivering education is an investment like any other initiative. Don’t sell yourself short by assuming, “If we build it they will come.” Getting members involved early on (i.e. surveying) is also helpful in obtaining buy in. Keep members abreast of your plans to offer online education and begin marketing your offerings well before they launch. Once you’ve launched your first course, continue to roll out additional offerings and utilize features within your LMS to “up sell” members on related courses. You can read more about marketing your education products on the Association eLearning Blog.

e-Learning Concept. Computer KeyboardEducation is at the core of professional and trade associations, and technology-enabled learning is quickly gaining popularity with membership organizations. Associations are uniquely suited to provide members with specialized professional development and continuing education, so if you haven’t already, it’s time to get started with association e-learning and begin bridging the skills gap for your members. There is value in offering online education, and with these tips you’re sure to get off to the right start at your associations.

11
Feb
14

Goodbye e-learning

TechStockPhotoAs a former journalist, I love data. And trend data are even better.

So when I came across “Association Learning + Technology 2014,” a recent report by Jeff Cobb and Celisa Steele, founders of consulting firm Tagoras, imagine my delight!

Young or old, technology has redefined the way we learn and work. As 8-to-5 days at the office have slowly turned into 24-hour social media networking from the car and virtual meetings during the kids’ soccer practices, social media has filled in the gaps.

“The world of continuing education and professional development has changed dramatically in the past few years,” Cobb and Steele said.  “To meet member needs and stay out in front of the competition, you need to arm yourself with real data targeted to help you grow your programs.”

The 52-page Tagoras report provides such data, which were collected based upon a survey of 200 trade and professional associations. “Association Learning + Technology 2014” is designed to help association leaders strategize for a new learning landscape, while meeting their members’ needs for convenient and quick access to information.

There’s a goldmine of information in the report, which you can get for free if you subscribe to Tagoras’ free e-newsletter.

I’m sure the trends and data provided in the report will provide future blog fodder. But for starters, Cobb and Steele have abandoned the term e-learning and instead use the term technology-enabled or technology-enhanced learning.

Nearly all survey respondents – 88.7 percent – indicated they use some form of technology-enabled learning. The most popular form of such learning, according to the report: webinar.

As for social media, 33 percent of respondents reported using YouTube for learning programs, followed closely by Twitter (32 percent). Facebook was next, followed by LinkedIn. Nearly 37 percent of those surveyed indicated they have a mobile learning platform, and live streaming – rather than virtual conferences – seems to be an upcoming trend.

Another key takeaway: The majority of all respondents report technology has increased their revenue from educational offerings, but less than a quarter have a strategy in place to launch new learning platforms.

Cobb and Steel found organizations that consider themselves to be very successful:

  • Report increased net revenue from their education offerings as a result of their use of technology for learning.
  • Have a formal, documented strategy for their use of technology for learning.
  • Have formal, documented product development and pricing processes that cover their technology-enabled and technology-enhanced learning.
  • Offer facilitated online courses, gamified learning, virtual conferences and at least some mobile learning.
  • Use a learning content management system (LCMS).
  • Offer a formal credential (e.g., a certification or license), regardless of whether the credential is their own.

As the association industry transitions into technology-enabled learning, other trends will emerge, the report said. There will be:

  • Growth in implementation of learning platforms and their integration with other key systems, like association management systems.
  • A continued focus on professional instructional design to help ensure educational products are effective.
  • The slowly growing use of social media for learning and increased dabbling in emerging products, like microcredentials and massive courses.
  • An increase in competition that will, in turn, drive experimentation as associations look at how best to deliver more value.
  • The professionalization of the education function overall, as the adoption and integration of sophisticated technologies increase the demand for savvy, experienced leaders in the continuing education and professional development business.
Jeff Cobb and Celisa Steele

Jeff Cobb and Celisa Steele

“We want to see more associations develop and use a strategy to guide their use of technology for learning,” Cobb and Steele said. “Gut-level governance can work, but more consistent approaches empower staff all over the org chart.”

While all this may seem overwhelming, “Associations Learning + Technology 2014” is an incredible measurement tool for associations, regardless of size and budget. As associations plan educational programs, sessions and conferences, it’s becoming increasingly important that technology take center stage.

But it’s O.K. to start small. Maybe the answer is a hybrid conference – in-person and live stream. Or maybe it’s establishing a professional group on LinkedIn. Or perhaps smaller associations can establish a YouTube channel and provide “tips of the day.” (By the way, this is a great project for interns, who love to create videos and are social-media savvy.)

The point is: Don’t be afraid to taste technology. And don’t leave your clients and members hungry or with a bitter aftertaste in a world full of ripe and delicious technological treats.

So, tell us, are you embracing technology-enabled learning? How do you incorporate technology into your matrix of educational opportunities?

01
Apr
13

Enhance your online education strategy in 90 days

Webinar Poll Questions

Webinar Poll Questions

It’s no surprise to discover that most associations are guided by a strategic plan carefully crafted by key leaders and stakeholders. This plan often does not drill down, however, into the specifics of education strategy (and the chances it extends to digital learning are equally shaky). This is despite the prominence of professional development in both the organization’s mission statement and annual budget projections.

On Feb. 28, I had the opportunity to deliver a Wit and Wisdom webinar for my friends at CommPartners. During this session, I shared a more intentional approach to meeting the unique needs of association constituents. We discussed simple, but effective tactics for evaluating and developing relevant content, effectively marketing programs, and leveraging innovative instructional strategies to pique member interest.

At right, you’ll find the results to two different poll questions on the topic of education strategy. The first queried participants about “a separate strategic education plan.” Those answering “yes” have a strategic education blueprint separate from the organization’s comprehensive strategic plan. The second question asked participants about “a separate online education strategy.” Not surprisingly, the breakdown of responses was similar.

Should you be interested, the webinar is available on-demand. Likewise, the worksheets and presentation slides are also available for download. I’ve also curated the stream of participant comments shared in this program’s chat feature. Organized by topic, following are the lightly edited participant insights I think you’ll find invaluable:

Identifying relevant content

  • We use an advisory committee of member experts to help identify topics and speakers.
  • I do an annual education survey via email. The subject line reads “15 second education survey” and I ask for their top three education topics. Our response rate is overwhelming.

Effectively marketing programs

  • I gather emails for all education attendees and do a lot of contact via email.
  • We have done a member email swap with other associations for one-time use to advertise. We don’t do it consistently, but strategically.
  • We offer team discounts for groups of five or more.
  • We ask attendees for referrals (e.g., names, emails and phone numbers) for those in their company or other peers who might be interested in the course they just completed.
  • We actively engage our speakers and have them leverage their relationships in trade magazines to announce their presence on a webcast.
  • We offer snippet previews of past webinars. We also select older recordings that have broad appeal and offer them as a free benefit to show the target audience what we offer.
  • We have the luxury of on-air talent for our radio webcasts, so we aim to get one popular on-air personality per webcast to address the topic in a five minute promotional video.
  • Find the stars in your industry and try to feature them in a way that’s easy for them, good content and easily promoted.
  • Marketing and education departments should work hand-in-hand because the marketing department is the one responsible for getting the event or education offerings out there. The main goal should be the bottom line.

Competition

  • Our association has to compete with companies in our industry that offer free CE. This makes it more difficult to offer quality at low rates.
  • It’s hard to beat free. Try stressing that the CE you offer is a true *investment*, where free CE might lack quality.
  • Try to ensure your program is a lot more robust than what your competitors offer for free.
  • We had to stop trying to compete with others and simply offer the best education out there in our industry. People return to our programs because of the background and expertise of the instructors/speakers, as well as the ability to interact with the other attendees. Interaction matters.
  • We don’t address the “free” aspect because it puts us on the defensive. Offer a quality product and those that are looking for “real” professional development from quality speakers are your target audience.
  • Make your program more interactive, and provide tools and resources your competitors cannot provide with free CE programs.
  • A quality product is the key. There are members willing to pay for quality. It’s also important to know who’s doing the speaking or the teaching.
  • Both collaboration and communication are necessary to ensure you’re not competing with other departments within your own association in promoting events.

Innovative instructional strategies

  • Providing a constant stream of content outside of the webcasts helps.
  • We encourage live tweeting during our conferences, and are evaluating the live tweeting during our education courses. However, social learning is difficult to explain up the chain.
  • Our association offers live tweeting, but it is still not completely catching on. We are engaging content experts to do the tweeting.
  • We’re exploring gamification, such as offering “badges.”
  • We do promote live tweeting during our live annual meeting; however, not many members participate yet.

Economies of scale

  • One association I’m aware of gets the top people to do live webinars in one room over the course of a day, such as at their annual meetings where the speakers are already onsite. This is a great way to capitalize on having people accessible and to record the webinars for later delivery.
  • We actually do webcasts with multiple people live in a studio at once. And taking advantage of travel schedules is paramount to maintaining a shoestring budget.

So, my question to you is this: Does your organization have a separate strategic education plan? What about a separate online education strategy? How have these documents elevated the quality and sophistication of your programs, built the reputation of your meetings department and/or improved your organization’s bottom line? Likewise, how did you convince your organization’s leadership (staff and board) to expend more resources/time on creating these documents?

27
Nov
12

18 tips for negotiating with speakers

It’s the age-old dilemma: You’re looking for a quality speaker with a good message and a dynamic stage presence who will be well-received by your members. And, by the way, could this person present for free – or, at the very least, for a significantly reduced honorarium?

In my experience, there are generally two types of speakers:

  1. Those who recycle the same three to five presentations from conference to conference with little (if any) customization; and
  2. Those who really learn about your members and their needs, facilitating an education experience unique to each audience.

For the purposes of this post, we’re talking about this second category of speakers (i.e., part speaker, part facilitator, part educator). First, a few thoughts about a speaker’s investment:

  • Time. Speakers invest a significant amount of time into developing presentations. Curriculum development and instructional design alone often require a minimum of seven hours for every one hour of course time. Included here may be research time to develop unique content, custom Prezi or PowerPoint presentations, innovative instructional strategies, interactive learning exercises, engaging discussion topics and supplementary handouts. Likewise, it may be necessary for the speaker to interface with association staff, volunteer leaders or subject matter experts (either for administration reasons or to learn more about the needs/intricacies of the organization’s industry). And, of course, we can’t forget the time it takes to not only facilitate the program, but to travel to and from the program.
  • Activities. More and more, speakers are being asked to participate in additional activities beyond the presentation itself. Following are some examples of activities an organization may request or require of its professional speakers: write a newsletter/magazine article or be interviewed; write a post for the organization’s or meeting’s blog; participate in other elements of the meeting; participate in a pre-meeting online conversation; record a promotional video; or present/facilitate a pre- or post-meeting webinar. Based on the specific request, a proportionate amount of time will be required by the speaker to meet the organization’s expectations.
  • Expenses. There are undoubtedly hard costs involved with traveling to a destination to deliver a face-to-face presentation. Some of these costs include ground transportation (mileage, parking or cab fare), airfare, lodging and meals. I’d also be remiss not to mention the opportunity costs involved in delivering a presentation with little to no compensation.

First and foremost, it’s important to be considerate of the speaker’s livelihood (particularly if speaking is the individual’s primary source of income). Therefore, it’s incumbent upon all associations to inventory their annual, signature meetings, determine their professional speaker needs, research reasonable compensation packages for these individuals and budget accordingly.

But as a seasoned meeting planner myself, I know one thing for certain: everything’s negotiable. Beyond monetary compensation, Michael L. Wyland of Sumption & Wyland has the following recommendations:

  • If the speaker is also an author, you might consider buying a copy of his/her book for each attendee
  • Receiving a vendor booth
  • Opportunity for “back of room” sales and limited promotion from the podium
  • Receiving contact information for all attendees
  • Receiving a letter of endorsement from leaders (assuming good service)
  • Receiving referrals for other speaking opportunities (assuming good service)
  • Opportunity to videotape his/her sessions for resale (this is a subject of its own and requires some processes to work well)
  • Opportunity for meaningful networking with organization volunteer leaders and senior management (this can also be a benefit for volunteer leaders)
  • Speaker receptions or meet-and-greets where books can be signed and introductions made (this works great when someone in authority actively hosts/escorts the speaker and guides this individual to the “right” people)

Likewise, I’ll add to this list the following:

  • Dissemination of speaker collateral (promotional materials)
  • Dissemination of speaker resources (e.g., original research, white papers)
  • One-on-one meetings with attendees interested in future speaking/consulting engagements
  • Complimentary conference registration
  • Promotion of speaker website, blog and other social media presence
  • Commitment by the association to future speaking engagements
  • Ongoing consulting agreement/retainer with the association
  • Association reproduces any/all training materials for the presentation
  • Association agrees to serve as the subject of future research/beta testing

So, my question to you is this: As a speaker, what entices you – other than money – to present at a conference? As a planner, what other strategies have you found effective for securing professional speakers at a reduced rate?

03
Oct
12

Advice from the front line: Social technology, engagement and events

I was recently asked by Maddie Grant of SocialFish to answer a handful of questions about social learning. One, in particular, caught my attention. I’m including here both the question and my response. I’d love to see how many people are willing to add their advice (and life experiences) to this post.

What advice do you have for someone trying to incorporate social technology and engagement into:

- the formal online learning programs they manage?

During online learning programs, people try their best to multitask. This means that, realistically, they have only one eye or ear on the webinar. The balance of the time they’re likely checking and responding to email, surfing the Internet, looking over a calendar, drafting a memo or balancing a checkbook – or some combination thereof. The likelihood that you have 100 percent of their attention from start to finish is slim to none. Therefore, the best way to keep participants engaged – and therefore the best way to demonstrate return on learning – is to give them something meaningful and constructive to do throughout the program. This could take the form of a moderated chat (in the online learning platform), a question and answer forum on Facebook or Twitter, bonus content (behind-the-scenes pictures and interviews, as well as ebooks, worksheets, checklists, best practices and the like) pushed out via an online member community, live polling or an interactive technology solution for taking notes. Whatever the approach, ask the participant to do more than just listen.

- an online program to complement a live event? (Or a hybrid event.)

Whether the programs happen simultaneously or consecutively, the key is to bridge the two experiences. The onsite experience is generally most appealing because of the face-to-face engagement and inherent networking opportunities available. However, when those participants attending virtually feel as though they’re a part of the onsite experience, they will likely enjoy the format that much more and find it to be an efficient and effective use of both their time and financial resources. Hybrid events may be complemented by social technology in one or more of the following ways: live audio or video streaming, online presentations, live commentary or transcripts, online chat or discussion forums, live blogs, event photographs, event videos, and the integration of other social media tools such as Twitter, LinkedIn and Facebook.

- a face-to-face session or program?

For a face-to-face program, it’s important to complement and enhance the learning with social technology while not allowing the technology to detract from the overall goals and objectives of the event in any way. Because all of the participants are meeting together in a single location, some of the natural hurdles experienced in an online learning program are eliminated. Therefore, don’t use every technology available to you and your team. Rather, select a handful of solutions that will improve the learning environment while still leveraging in-person engagement. (Imagine any teenager glued to the television screen playing video games – or any sports enthusiast intently watching Monday night football. Getting them to sustain a conversation or take a break for dinner is nearly impossible. This should not be your intended outcome during a face-to-face program.)

So, my question to you is this: Respond to one, two or all three. Whatever you do, give us your best advice from the front line on this intersection of social technology, engagement and events.

18
Jul
12

Curating conference content to promote member engagement

On Thursday, July 26, at 2 p.m. ET, it will be my pleasure to present a webinar of the same name for Higher Logic. You may know that Higher Logic is the leader in social media and collaboration solutions for associations, not-for-profits and member-based organizations worldwide – and, of course, Lauren Wolfe and I go way back as long-time members of ASAE’s Young Association Executive Committee.

Let me set the scene: Your toes are numb from standing for 72 straight hours. You’ve not slept in days. The most food you’ve eaten is a carrot stick from last night’s cocktail hour and half an egg roll. The annual conference finally draws to a close and the last thing on your mind is the resource and content treasures unearthed throughout the event.

Nevertheless, these are the tangible deliverables that can and should be used to optimize existing engagement activities. In addition to driving the development of timely follow-on educational programs, and aiding learners in linking theory (presented at the conference) with practice (challenges encountered on the job), curated content can also support organizational recruitment and retention efforts (by delivering quality products and services that members value).

Undoubtedly, there is a benefit to enriching the onsite conference experience with the addition of exclusive interviews, video, photos, news about the speakers, vendors and entertainment, and live Twitter feeds and Facebook posts. However, what I’m specifically talking about here is curating conference content that already exists.

Whether during breakout sessions, informal hallway conversations, networking breaks, meals, receptions, keynote presentations, special events or on The Back of the Napkin (à la Dan Roam), we can all agree that learning takes place both inside and outside of the traditional classroom. The trick is to capture those nuggets of wisdom, then curate, repackage, repurpose and leverage them.

Following is a high-level overview of the five simple, but effective strategies for curating conference content I’ll share during my July 26 webinar. Examples and case studies presented during this program will help illuminate real life examples that can be immediately implemented within your own organization.

  1. Schedule follow-on education. Popular education sessions could be repeated in person or online, or content previously presented in a breakout session could be teased out into a half-day or full-day program.
  2. Link theory with practice. A curriculum eliciting a call to action requires appropriate follow through and support. Association resources should be deployed to ensure all barriers to implementation are removed and successes celebrated.
  3. Keep the conversation flowing. Online communities could be formed and moderated to continue conference discussions long after the closing keynote session has ended, encouraging opportunities for further engagement and collaboration.
  4. Develop a library of resources. Speakers, vendors, attendees and staff could be invited to transform important topics presented at the conference into valuable resources such as blog posts, newsletter articles, white papers or videos.
  5. Aggregate social media content. Pictures from the event, as well as Facebook updates and Twitter posts from both the official conference feeds and the attendees at-large could be compiled into a meaningful story and shared.

Wow! Even I’m impressed. So, mark your calendar for July 26, 2-3 p.m. ET, and don’t forget to register (at no cost) by clicking here. By the way, if you’re still not convinced this will be worth your time, you may be interested to know that those attending live will be entered for a chance to win a complimentary 30-minute consultation with Event Garde LLC. Additionally, all participants will receive one CAE credit hour for their full participation in this live webinar.

In the meantime, my question to you is this: What would you add to my list of top five strategies for effectively curating conference content? What have you found to be most useful/beneficial in your own organization? As members of other industry organizations, what have you seen or experienced that’s uniquely piqued your interest?




meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, hot yoga, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

meet kristen

Writer, editor, public relations professional. Proud mom of three. Total word geek. Spartan for life.

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