Video is increasingly the way businesses communicate and share valuable information. As organizations continue to find new value in video the question of where to keep all this video has become critical. This question often comes down to two hosting options: - Video sharing sites, such as a branded YouTube channel; or - Your "corporate YouTube" video content management system. Which solution offers the best mix of security, searchability, and shareability for business video? Panopto makes it easy to record, share, and search video–in a single solution that requires no specialized hardware and no training. Panopto’s video content management system automatically standardizes almost any video camera, then automatically encodes and uploads to a secure, searchable “Enterprise YouTube” of video content that can be shared internally or with partners and customers. For more, visit www.Panopto.com or call 855.PANOPTO today.

1. Your YouTube Channel
vs.
the Corporate YouTube
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Designing A Policy To Help Your Business Choose
The Right Place For Your Videos

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Video is increasingly the tool by which businesses communicate and share
valuable information.As organizations continue to find new value in video—
creating online training videos, streaming live executive broadcasts, webcasting
events, and offering on-demand presentations and product demos—the
question of where to keep all this video has become critical.
Often this question comes down to two hosting options—video sharing sites
like custom YouTube channels, or “the corporate YouTube” video content
management system. Each option has its pros and cons, which are discussed in
this paper.
Ultimately, the right decision for where to host any particular video must be
based on four factors.
1. Who’s watching the video
2. Whether a video’s content is secret or shareable
3. How important it is to be able to find videos and search inside them
4. Whether your team needs to know exactly who watches the video
The importance of these factors will vary from video to video.
Ultimately, most enterprise video is best served to host on the corporate
YouTube video content management system, for the available mix of security,
searchability, and shareabilty.A custom YouTube channel, meanwhile, makes a
worthwhile supplemental channel for public-facing videos.
Bringing Everything into View

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Panopto creates software that enables businesses and academic institutions
to record and view searchable video presentations in minutes from any device.
Businesses can use Panopto to record and live stream:
• Review, recap, and summary communications
• All-hands meetings
• Executive communications
• Events for customers, press, and investors
• Product demonstrations
• Sales and marketing presentations
• Employee training and onboarding videos
• Web conferences
Panopto also enables individual employees to record and share videos in a
secure, centralized video library.This facilitates:
• Social and informal learning
• Capturing the knowledge of retiring employees
• Sharing knowledge across a global workforce
Panopto’s video library includes unique search functionality that enables
employees to search inside videos for any word mentioned or shown onscreen
during a video.
Panopto is currently in use at Fortune 500 companies around the world and
is the fastest-growing lecture capture solution at leading universities. Privately-
held, Panopto was founded in 2007 by technology entrepreneurs and software
design veterans at Carnegie Mellon University’s School of Computer Science.
Panopto was recently recognized by Gartner Research as a “Leader” in its 2014
Enterprise Video Content Management Magic Quadrant. Learn more at
http://panop.to/gartner-leader.
Want to try Panopto for yourself? Visit www.panopto.com today for a free 30-day
trial or to schedule a demonstration of our software.
panopto on a page

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Where to Store Your Business’s Videos:The Big 3 Options...................................... 5
Get to Know:YouTube Channels............................................................................. 6
Get to Know:Video Content Management Systems (“Corporate YouTubes”)..... 8
Policy Considerations: Putting the Right Videos in the Right Places.................... 10
Audience Considerations.................................................................................. 10
Content Considerations.................................................................................... 12
Searchablity Considerations............................................................................. 13
Analytics Considerations................................................................................... 15
In 100 Words: How Panopto Does Video Content Management......................... 17
Key Takeaways......................................................................................................... 17
OVERVIEW
A YouTube Channel vs the Corporate YouTube

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“My team just finished this amazing video–
now where do we put it?”
If that refrain sounds familiar, you aren’t alone—demands for video capabilities within the
enterprise have never been higher.And with good reason: as video capabilities have made
their way into everyone’s smartphones, video has become a valued means of capturing and
sharing ideas for just about everyone.
Why? Short of face-to-face interaction, video is the most powerful personal communication
tool on the planet.
Forrester Research credits enterprise video with a parade of benefits1
, including:
• Improving training effectiveness
• Encouraging employees to share best practices
• Driving remote employee engagement
• Reducing the cost of meetings and events
• Even improving communications from executive leadership
If you’re like most organizations, your employees are almost certainly already using video.
A study by the Research & Economics Practice of Cisco’s Internet Business Solutions Group
found that2
:
• 76% of executives watch business videos at least once a week, including 40% who view
them daily
• 82% of executives record their own business videos, and 64% of these executives upload
recorded videos to their company’s video-sharing portal
So: video can help your business succeed, and your people are probably already using it (or
eagerly anticipating the opportunity). But once your team has finished a video the question
remains—where are you going to put it?
Where to Store Your Business’s Videos:
The Big 3 Options
Every video your business creates will need to be stored somewhere—where exactly that
space is will make a big difference to what your team can do with that video and how your
business may leverage it in the future.

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As of today, most companies use a mix of 3 options for storing enterprise video:
• A public video hosting site like YouTube
• Your company’s video content management system (VCMS, or “corporate YouTube”)
• Your company’s internal file share or SharePoint sites
While saving to the team SharePoint or LAN folder is commonplace for documents, it’s often
not the best long-term answer for your enterprise video.Why?
• Difficulty at scale – video requires significantly more storage space than most
documents – even short videos can exceed SharePoint’s maximum file size
• Difficulty with search – without a central video storage and sharing site files end up
scattered across the company. And since SharePoint isn’t able to search within the
content of your videos, so once a video is saved there it’s almost undiscoverable for
anyone who doesn’t already know it exists
• Difficulty with sharing – stringent firewalls prohibit these file systems from making even
the most public-facing videos available to the public
• Difficulty with viewing – file shares and SharePoint sites just host your videos - they don’t
do anything to ensure compatibility with devices being used to watch videos
Simply put, to make sure your organization gets the most out of your video, it needs to be
accessible—either on an external video host like YouTube, or on your own corporate video
content management system.
So what’s better:YouTube or My VCMS?
It isn’t about which is better so much as it’s about which is right for the video. Let’s take a look
at each option a little more carefully.
YouTube
What it is:
YouTube is a video sharing website that allows users to upload, view, and share videos.Wholly
owned by Google,YouTube is the most popular video-sharing site online. More than 1 billion
users visit YouTube each month, watching more than 6 billion hours of video3
.
How do other businesses use it?
Users manage video on YouTube through a system of sub accounts called “channels”.Anyone
logged into Google can create YouTube channels as part of their YouTube account.As a best
practice, it’s wise to set up a YouTube channel using a generic, corporate-managed email
address and password.

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Once your channel is created,YouTube allows you to brand it with customizable colors and
space for your logo and links to your website and other social accounts.
YouTube channels are public by default, and always indexed by Google for search.You can
opt to have YouTube not show your channel, but if someone searches for the username
YouTube will return the channel’s thumbnail image and some basic information in its search
results.
However, while the channel itself will be public to one degree or another, the videos your
business uploads to your YouTube channel do not have to be.While all videos are set by
default to be shared publicly, each video can be individually set to either “private” (which
can only be viewed by people you invite via email) or “unlisted” (which are public but
unsearchable, meaning someone can only view them if they have the direct link).
Why would a business host a video on a YouTube channel?
Three reasons:YouTube is easy, shareable, and big.
First,YouTube is a well-known site most people are already familiar with and use regularly. It
works well on almost every web-connected device and accepts most types of video.And it’s
free. If you’re just looking to host and share video, it has a near-zero barrier to entry.
Second,YouTube is a Google property, which means the public videos it hosts are optimized to
be found. For businesses hoping to share ideas with a wider public that might be searching for
relevant topics, hosting video on YouTube is a proven way to get found in search.
Third: 1,000,000,000 monthly viewers.That’s a billion with a “B” or roughly 1 in every 7 people
alive.Access to an audience the size of YouTube’s is a big plus for many business use cases.
If your next ad, next report, next demo, or next anything else finds the right audience on
YouTube, your business could wind up the next viral sensation. Just look what YouTube did for
Dollar Shave Club, Old Spice, or the good folks at Blendtec, the masterminds behind the “Will it
blend?” series.
Why would a business NOT host a video on a YouTube channel?
Not all enterprise video is right for YouTube. It’s one thing when your latest ad goes viral – it’s
quite another when it’s your internal financial forecasts.A quick YouTube search finds returns,
as of this writing, more than 442,000 videos for the search “Internal Meeting”—one hopes
nothing too confidential has been inadvertently shared there.
Much of the value video is bringing to the enterprise today is in improving internal
communications, presentations, and meetings.Video can give your team better insight into
competitive strategy, executive policy, product development priority and more—but while
those improvements are good reason to enable video at your organization, they’re also good

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reason to want to lock down that sensitive information so others outside your company can’t
find it.
YouTube’s privacy settings help to minimize the risk of inadvertently sharing company secrets,
but for many organizations the risk of using any outside hosting system like YouTube is just too
great.
Along with privacy and security concerns, other businesses may choose not to upload video
to YouTube because YouTube may be simply too disconnected from the rest of their business
systems. Corporate VCMSs can generally integrate with existing content management systems
and employee directories—making them a little easier to use for hosting video, especially if it’s
content for internal viewers anyway.
Video Content Management System
What it is:
A video content management system is a video library specific to your organization—often
thought of as “the Corporate YouTube”.
A VCMS can be built from scratch (at no small expense), but they are more often sourced.
There are a number of VCMS providers, and solutions range from simple video libraries
to enterprise video platforms with video recording, screencasting, and live webcasting
capabilities.They can be locally hosted on your servers or deployed in the cloud, depending
on your vendor and your contract.
How do other businesses use it?
While every system is different, just about every video content management system is
designed to be the central library for all things video in an enterprise.
Once the library is set up, select employees are generally given access to upload video, as
well as to search and view just about anything stored there. Companies at the forefront of
using video as a tool for improved communication, social learning, culture development and
knowledge exchange often open these libraries to many or all their employees.
Since a VCMS is generally set up to be private, it should be a great place to keep more
sensitive information. Most enterprises with a VCMS instruct employees to look to the
video library for the latest training videos, quarterly financial reports and forecasts, and
communications from executives on priorities for the coming quarter and year.
While privacy is typically a first concern, many VCMS solutions do offer the ability to make
selected videos public or sharable.These features typically work like the inverse of YouTube’s
privacy features—videos or folders must be individually shared with the desired audience.

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Why would a business host a video on a VCMS?
In a word—privacy.
Social learning is all about encouraging employees to share institutional knowledge and best
practices—the kinds of competitively sensitive information that helps them do their best work
and help your company thrive.
Top-down communications like executive messages or corporate training deliver their
best results when they can be candid and explicit—sharing the kinds of details that help
employees truly understand corporate direction and how to apply it.
You want your business video to communicate clearly, to show the details of how things work
and the directions for where you’re going.That’s incredibly sensitive information for many
businesses.You wouldn’t open up your email or your SharePoint sites for public view—many
businesses feel the same way about their enterprise video.
Hosting on a VCMS makes privacy concerns a less of an issue—and lets your people tap the
power of video for sharing ideas.
Why would a business NOT host a video on a VCMS?
When a business chooses not to keep a video on their own VCMS, there is usually one of two
reasons at play:
One:The video in question is actually designed for public consumption, so it makes sense to
share it in a more public space.Ads and other promotional and public-facing content make
perfect sense to keep on publicly searchable libraries.
Often, this type of content lives a dual-life—hosted both on a public site like YouTube for
customers, prospects, and anyone else to see, as well as on the VCMS (alongside previous
versions, future versions in development, and other for-employee-eyes-only content that may
make the videos even more valuable to your team).
Two:The organization has no VCMS to store their video.Whether it’s concerns around price
for small businesses or technical capacity for deploying a local VCMS, some organizations
haven’t invested in video content management. Often this is the decision that leads to
employees storing files in less searchable, less compatible, less scalable places like team
SharePoint sites.

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So how do you know when to use YouTube
And when to use the corporate VCMS?
For every video, there are four factors that should help your team decide where to upload.
#1:Who’s watchingyour videos
(and how can you establish privacy settings)?
The first and most important factor that should help you choose between YouTube and
your video content management system is your intended audience. Remember—the best
video in the world has no value if the right people can’t see it. By the same token, video that
would be exceptionally valuable to your employees may create an exceptional headache if
unintentionally made public.
You can think of your audience in three groups.Whether a video is intended for each group
or not will help you decide where you should upload it.
1. Your employees (and other people internal to your organization).With this audience
you can share more sensitive information.Transparency in communications and
openness in teaching best practices will actually help them better understand your
organization, their work, and how to do the best job.
2. Your public (customers and non-customers alike).With this audience you should
be more deliberate. Depending on your brand you may still have fairly informal
communications with this group, but you certainly wouldn’t want to release sensitive
information or inadvertently give away anything that wasn’t yet ready to share.
3. Your halo audience (partners, prospects, vendors, and anyone else not in your
organization but with whom you work regularly).Thoughtfulness is key.Transparency
and openness will help you get better results with these partners, but you may not
want to share anything and everything your employees would see.
As you can see, flexible options for privacy settings will be critical in making sure your videos
are seen by the right audience—and not by the wrong one. So how do YouTube and VCMS
providers approach privacy?
YouTube
YouTube channels are public by default, and cannot be made wholly private.Any channel
you create on YouTube will be indexed by Google and can be returned in search.

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Likewise, videos uploaded to YouTube are publicly shared by default. If left public, anyone
would be able to search for and watch your videos, as well as like, share, and email them
with their own networks, and even embed them in their own blog posts or websites—
however they see fit.
However, although YouTube channels cannot be hidden, every individual video you upload
can be. YouTube offers two non-public settings: private or unlisted.
• Private videos can only be seen by those people you invite to view, up to a maximum
audience of 50.
• Unlisted videos are also not searchable, but are viewable only by those people with a
direct link to the video (although bear in mind anyone with the link could share and
reshare it however they like, even with people you didn’t intend).
Note: As of this writing,YouTube has a minor privacy loophole4
that allows people to see
thumbnails from your video even when set to private.This may be only a moderate risk—
the process takes a few steps and YouTube only creates three thumbnails (unless you add
more), and even when done the only thing accessible are still images, not video or audio—
but if a thumbnail happened to capture a screen with sensitive information, that would
be possible for anyone to access and view. Hopefully YouTube fixes this—in the interim, you
should consider this when you’re deciding where to share a video.
Video Content Management Systems
A VCMS is generally pre-set to be securely accessible within your organization. Most VCMS
providers also allow users to restrict specific videos as well as collections of videos to only
share with a subset of the company (e.g.: your team, your working group, or just you).
Sharing outside options differ for each VCMS provider, but most incorporate some means to
share video with external audiences. Options range from generating direct links to the video
content that can then be shared, enabling embedding so video may be placed publicly on
other websites, social networks, and blogs, and optional partner-level permissions that allow
designated “halo” level audience members to open access to a restricted version of the
video library.
The key difference to consider when uploading your video to either YouTube or your VCMS is
that on your video content management systems your video will start at a private, secured
setting and must be made more open, whereas on your YouTube channel your video start
as first as public content and must then be locked down to be made private.What’s right for
your video will depend on its target audience.

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#2:Is your video’s content shareable or secret?
Choosing where to host video that’s customer-facing, approved by legal, and designed
to be shared and discovered by anyone is a different process than when the video you’re
uploading may contain competitive strategies, new product plans, financial data, trade
secrets, customer or prospect information, or other ideas you wouldn’t want to inadvertently
make public.
Every video has unique content, so you’ll need to thoughtfully consider placement for each.
A few rules of thumb for the most common categories of enterprise videos:
For advertisements and other marketing collateral
Marketing videos are usually created to be seen, shared and discovered. Marketing helps
turn viewers into leads and leads into sales—most of the time, you’ll want to make it as
accessible as possible.
Rule of thumb: Your YouTube channel is likely a valuable choice here.With a massive
audience and a library indexed in Google, putting these videos on YouTube can help
more people find your video—and if you’re lucky, help those videos go viral.
Caveat: Many businesses also host their marketing materials on their VCMS, paired with
new videos and ads in development to allow their employees to review, comment, and
help shape future campaigns.
Demonstrations of products, processes, or competitive comparisons
Demonstrations require careful consideration when selecting where to host a video.
Customer-ready demos of existing features or product comparisons may be valuable to
share just like marketing materials.
On the other hand, demos of products still in development, sales readiness how-to’s, or
processes that may be competitive secrets may be smart to keep close control of. These
videos may be valuable to your organization and useful to employees, but you wouldn’t
want them shared outside company walls.
Rule of thumb: Customer-ready demos are helpful to share both on YouTube (where
your customers and prospects can find them) and on your VCMS (where your sales and
support teams may refer to them). Internal-eyes-only demos are likely better kept on your
own video content management system.
Presentations, meetings, events, or updates
This type of video content presents another area for review and consideration, although
these are often more black & white.

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Recording your meetings and making them available on your company’s corporate
YouTube is a great way to share ideas, embrace transparency, and help new and existing
members of your team understand where the company is headed and why.
Select public meetings—event keynotes, investor calls, and the like—are easily shared
anywhere. Most other presentations or events your employees will want to record will feature
sensitive information and ideas—you’ll want to keep these secure.
Rule of thumb: For the most part, you’ll want to keep these videos guarded on your VCMS.
These will be some of the most valuable videos your employees will create—sharing
knowledge, providing background information on strategy, and more—but all that value
means you certainly want to keep it in-house.
Caveat: Public meetings may be hosted anywhere. Many businesses choose to keep
them on the VCMS and simply embed them on their website’s press or investor relations
pages rather than save them to a formal YouTube channel, but others are happy to offer
these events in a public place.
Training, workshops, courses, and other corporate instruction
Your corporate culture and the methods by which you do business are often important
competitive differentiators. Most businesses prefer to keep these kinds of corporate
knowledge and instructional materials private. Employees’ accessibility for these materials
is paramount, but a close second is keeping them out of the hands of the public (and the
competition).
Rule of thumb: For most companies, your corporate video content management system
will be the better choice for your instructional and training videos.
#3:How important is it for your audience to be able to
search for and find your video?
Searchability has historically been the single largest problem with video.
Unlike written text, video content cannot be quickly scanned and indexed without additional
work or supplemental data. Sharing a video is comparatively easy—just send out a direct
link. Making it possible for users to search through the content of your video library and find
the relevant information they need has proven much more difficult.
Complicating things, there are two key parts to video search—each driving its own value
and both vital to the overall usability of any video hosting solution you choose.

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Inside-Video Search: How the video system indexes and searches each video
For the most part, most video systems will not index the actual audio visual content of a
video, but will rely instead on any manually-entered “metadata”.This includes the title or
description uploaded with the file, associated tags or text, and in some cases, inbound cues
like comments, links, and social posts.
A few advanced video platforms do go beyond manually-entered metadata and index the
content inside the video. Panopto, for example, can ingest the content of PowerPoint slides
during a presentation, add captions to videos, and then index that content to better help
searchers find relevant topics inside videos.
Full-Library Search: How the system indexes and searches across all videos
Along with searching within the video, you’ll want to consider how a platform searches
across all the video you make available there.
A variety of factors can limit full-library search, including permissions settings for users,
creators, and video files and video data availability.
While full-library search is fairly standard for most video platforms, most companies find that
this function is severely limited when trying instead to store video on share sites and LAN files.
All too often valuable videos are uploaded to a team SharePoint, never to be discovered by
other members of the organization.
Given the importance of searchability to helping people find your video, you’ll want to
consider exactly how each option enables search.
YouTube
YouTube is a Google company—if your videos are public you can bet they are being
indexed and are searchable.
YouTube right now doesn’t search the physical content of the video itself (what you say and
what you show), but can only search the metadata on the video—your title and description,
any tags you associate (YouTube makes this easy), and any other relevant descriptive info
(video comments, content on pages/social posts that link to the video, etc.).
In terms of full-library search, again, expect that YouTube will index and return anything and
everything public in your library. Expect also that viewers won’t stop there—the nature of
YouTube tends to prompt your viewers to seeks out related videos as well, which means they
may be “changing the channel” to you competitor right after watching you.

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Video Content Management Systems
The searchablity of your VCMS varies system by system.You’ll want to review your company’s
specific system for complete details.
At a minimum you should expect to be able to search by metadata just like YouTube. Ideally
your VCMS search will go further—ingesting the content of presentation slides and any
available captioning, along with metadata—to allow your viewers to find both the relevant
videos and the exact spots in each where their search query is mentioned.
A good VCMS should also have no issues with full-library search so viewers may
serendipitously find videos they would get value from but would have never otherwise found.
It’s a good idea to check your privacy and permission settings to be sure each video has the
proper settings to be searchable.
Your VCMS should help extend the life of your videos, by making them—and all their
valuable content—easier to find.Whereas video stored on local networks is often quickly
forgotten about and generally inaccessible by other teams, a VCMS can centralize your
video so more people can find what they need.
When deciding where to upload your video, take a moment to consider your options for
search. Making video content easy to find is difficult even for professionally developed and
managed files with ample metadata. Simpler videos—especially social knowledge sharing
videos and others that might be shot with a basic webcam—may be virtually impossible to
discover without improved inside-video search.
Modern VCMS solutions like Panopto make storing, sharing, and searching video across your
organization a breeze, allowing you to improve your organization’s big picture insights just in
the name of getting stuff done.
#4:How important is it for you to
know who is watching your video?
Most video platform analytics packages offer a robust amount of information—from basics
like which videos are being played and how often, to more detailed information about
viewer demographics, how they found the video, and what device they used to view it.
A key factor to consider when selecting between YouTube and your corporate VCMS is just
how important it will be for you to know exactly who watched your video. So how does this
play out:

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YouTube
Public video hosting platforms like YouTube can offer rich detail on your users demographics,
including age ranges, geographic locations, and device preferences. However, these
systems can only report on users as an aggregate, undifferentiated mass.
YouTube does allow you to segment analytics reports based on subscriber status, meaning
you’ll be able to see these averages for those people who subscribe to your channel (as
compared to other viewers who just happen to find your videos but don’t subscribe). Still,
YouTube won’t be able to provide person-by-person records of who actually watched the
videos, when, and for how long.
Video Content Management Systems
Unlike YouTube, your corporate VCMS will be able to identify a many viewers individually.
Viewers are typically required to log in to the VCMS to access videos, and that login allows
you to find out everything from what they watched and whether they finished the video or
stopped short.
This level of detail can be an absolute gift for teams that need to make sure their video
output is seen.Training teams can make sure that required videos are seen in full.
Communications teams can monitor to see which ideas are shared more (or less) than
usual.And the marketing and sales teams can see exactly when prospects stopped
watching—so they can make the next pitch even better.
How well you need to know exactly who is watching your videos is an important factor in
where you decide to host a video.When simple trend information is enough to validate a
video’s success your options are almost limitless. Greater precision may limit your choices,
but the tradeoffs may be essential for some video content.

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In 110 Words:
If you’re going with A VCMS,here’s why
you should go with Panopto
Panopto allows organizations to record, share, and search all of their video content and
presentations. Organizations use Panopto to stream live executive broadcasts, create online
training videos, webcast events, and create on-demand presentations and product demos.
Panopto’s video platform provides an “Enterprise YouTube” that can be shared internally
and with partners and customers. Panopto’s video search capability allows viewers to find
specific content and segments within any recorded presentation, as well as to take in-video
notes and bookmark points of interest.
Panopto automatically encodes your video for playback on any device—and even makes
downloading easy so you can put it on YouTube too.
Find out more at www.panopto.com.
Key takeaways
For most organizations, video is already a valued communications and teaching tool.
Whether video in your business is still something of a novelty, or now an established part of
everyday communications, it is essential to have a policy in place to help your employees
know how to appropriately host the video they are creating.
Every organization’s priorities will be unique—as you set your policies, be sure to consider
both the needs of the audience, as well as the needs of organizational security.
For most business users, the corporate YouTube your VCMS enables will be the right place to
share most of your business video.Your video content management system will offer the right
mix of security, searchability, and shareability, with the added benefit of improved analytics
and easier access.
You can think of YouTube a supplement to your VCMS—a second channel where you may
want to feature videos that are public facing and that you would want others to find.

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citations
1. Forrester Research,“Best Practices: Leveraging Live Streaming And On-Demand Video In The
Enterprise Communications,Training,And Collaboration Dominate Usage Scenarios” by Philipp
Karcher with Matthew Brown, Heather Martyn, and Joseph Dang. January 27, 2012
2. Cisco,“Enterprise Video:Top 10 Insights from Cisco IBSG Horizons Study” by Andy Noronha,
James Macaulay, and Rick Hutley. 2011
3. YouTube,“Statistics” http://www.youtube.com/yt/press/statistics.html
4. YouTube Privacy Loophole examples,
• Documentation 1: http://www.youtube.com/watch?v=NPr3gO4zjAE.
• Documentation 2: http://www.youtube.com/watch?v=OHsx7Kz0jyo.
• Documentation 3: http://merokura.com/?p=807