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CES 2014 : January 4-12, 2014
Contents
Introduction
Talking Points
Daily Trends
Channels
Products
Emerging Trends
Keynote Speakers
Influencers
Wrap Up
Glossary
2
3
4
5
6
9
10
11
12
13
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to our standard terms and conditions of trading, a copy of which are available on request. No part
of this report may be shown, presented or disseminated in any format, including electronic, to any
company without Gorkana Groupsexplicit and written permission.
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CES 2014 : January 4-12, 2014
Introduction
Top Organizations
Rank Organisation Volume Rank in 2013
1 Samsung 88,981 1
2 Google* 48,046 43 Sony 40,783 5
4 Intel 32,213 6
5 Apple 31,032 2
6 Microsoft 29,395 3
7 LG 18,192 8
8 Logitech 13,901 -
9 Audi 12,738 16
10 T-Mobile 10,886 -
11 Panasonic 10,813 11
12 AT&T 9451 20
13 Lenovo 9225 10
14 Valve 8095 18
15 Asus 8063 19
16 Ford 6670 22
17 Qualcomm 6520 9
18 BMW 5954 -
19 Toyota 5084 25
20 Amazon 5083 -
21 AMD 4382 -
22 Blackberry 4177 17
23 Huawei 3884 14
24 Toshiba 3751 23
25 Vizio 3677 -
2
*Google includes Android mentions.
The following study provides an in depth analysis of 750,000 pieces of
social media content (English language only) related to CES 2014. We
used Gorkanas social media monitoring tool solution to source andanalyze these mentions and to draw insights from the data.
The time period for the study includes all mentions from January 4-12,
2014 and provides an insight into social conversations occurring in the
buildup to the event, as well as post-event discussions. Content was
sourced based on CES keywords, brand keywords, product keywords,
participating personalities, and news organizations.
This report provides insight into social media conversations broken down
by talking points, daily trends, channels, product categories and emerging
trends. Influencers were indentified using Traackr, an influencer
identification tool, based on keywords.
Samsung was the clear winner on social media, followed by Google and
Sony. Wearables emerged as the top trend from the event. The key drivers
of its coverage and the top personalities from the event are detailed in this
report.
Author: Sidharth Gopakumar
Product Manager: Analysis & Insights
Inquiries: Lisa Jaycox
Head of US Marketing & Communication
Rank Organization Volume Rank in 2013
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CES 2014 : January 4-12, 2014
Talking Points
Michael Bays announcement of Samsungs
curved TV resulted in him raking up 15,000
mentions during the event. The
announcement did result in increasing
Samsung and its curved TVs profile in the
non-technology community.
During CES, Lenovo took the
wrappers off a variety of products,
including tablets, convertibles and
notebooks. Amongst them, the
ThinkPad X1 Carbon ultrabook
generated the most buzz in social
media, raking up over a thousand
mentions. Techrepublic hailed this
product as embodying the trend of
contextual computing. Significantbuzz was also created by VP Dilip
Bhatias interview with Engadget
about Lenovosplans for 2014.
Voice controlled smart beds caught
the attention of talk show host Jimmy
Fallon. His humorous tweet
A new bed at CES gets firmer by
voice command. So if you come home
& hear spouse saying, Harder! Best
case, it's a new bed. was retweeted
1,200 times, raising the profile of
Sleep Numbersnew feature-rich bedrange.
T-Mobilehad a very successful CES, with its plan
to pay early termination fees to switch over to its
network resulting in nearly 11,000 mentions. Its
CEO John Legere was a major focus of
conversation for crashing and subsequently getting
kicked out of AT&TsCES party. CNETstweet, T-
Mobile is now the fastest 4G LTE network in the
nation, @JohnLegere was retweeted 55 times.
Although Apple didnt officially
participate in the event, that didnt
stop it being the 5th most talked
about organization with 31,000
mentions. Last years trend of the
AppleEconomycontinued this year,
with the announcement and releases
of a slew of products linked to the
iPad and the iPhone. The iPhone
stun gun byYellow Jacket got CES
excited and found its way into
numerous CEStakeawaysarticles.
Toyotas hydrogen-fuel-cell-powered
sedan increased the visibility of Toyota
at CES (over 5,000 mentions).Toyotas other concept cars excited
commentators as well; IGNs video
called Toyotas FV2 Tron-
like(receivednearly 100 comments).
Engadget was one of the most
popular publications reporting at
CES. Its article on Intels Edison
was one of the most popular storieson Twitter, appearing in over 4,500
tweets. TVs and hardware products
stole the spotlight in the other product
categories in Engadgetscoverage.
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26,239
40,441
84,22791,221
135,190
156,739
123,555
57,082
34,197
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
04-Jan-14 05-Jan-14 06-Jan-14 07-Jan-14 08-Jan-14 09-Jan-14 10-Jan-14 11-Jan-14 12-Jan-14
Daily Trends
Jan 6: Pre-show press events draw all the attention as brands
preview some of their major products early. The launch of
Samsungs UHD curved TV inadvertently overshadowed all
other launches, in part due to Michael Bay walking off stage
during the event. Accenture reveals results of the Digital
Consumer Tech Survey, predicting trends for the next 12
months.
Jan 7: Coverage increases on theofficial first day of CES as
momentum from the big product
announcements of the previous day
continues to build. Sony announces
Playstation Now, further enhancing
its cloud-based services.
Jan 11-12: Post-event coverage reflects
on the best of CES 2014, with Samsung,
Lenovo, Sony and Pebble regularly
topping CES highlights lists.
Consideration was also given to CESs
continuing relevance, with CNET
commenting, Big companies choose tolaunch their big products at smaller
events; places where they can control the
tone, control the tempo, and control the
access.
Jan 4: Pre-show buzz begins to build, focusing
on wearable tech, the internet of things and
4K streaming. Acer and Pebblegrab attention
with their computing range and smartwatch
respectively, but rumors of the new Google
Nexus 10 tablet by Samsung at CES resulted
in nearly 3,000 mentions of Google and 2,200
mentions of Samsung.
CES takes place
Jan 10:Awards elevate specific productsabove the crowd in their respective
categories. Oculus Rifts CrystalCove
prototype wins the 2014 Best of CES
award.
Jan 5: Samsung continues to set the
agenda on social media; reports of its
smarthomeproduct launches captured
the imagination of tech enthusiasts.
Nvidias computer chip crop circle
publicity campaign help drum up
interest in its Tegra 4 processor.
Jan 9: The penultimate day of CES seesthe highest amount of coverage, with
most big brands having decided to ramp
up their presence. The WWE Network
announce a digital streaming service,
hoping to reinvent live content and 24/7
programming.
4
Jan 8: Day two brings the launch of the
much-discussed Project Christine by Razer,
while T-Mobile held the biggest press
conference of the day. Logitechs
computing peripherals trend on social
media, making it one of the most mentioned
companies of the day.
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3% 6%2%
1%
83%
5%
Blog News Forum Video Twitter Facebook
Channels
In the midst of the socialization of the
internet News sites still held their authority
(6% of CES content) due to their brand
reputation and their ability to separate the
wheat from the chaff, aided by a line up of
star columnists and influencers who offered
their expert opinions on all the developments.
A combination of the brand value of Google
and its aggregation capabilities made
Google News the top news site to follow CES
during the event (over 400 mentions). The
other top influential sites were Engadget,
CNET,Mashableand Techcrunch.
Forum discussions of CES were predominantly focused on
chatter around the announced hardware and gaming products.
This channelsimportance to smaller product categories cannot
be underestimated, as the highly engaged audiences using
these forums are usually early adopters of new technologies.
The gaming forum Neogaf.net was one the top forums during
CES with 300 separate posts and multiple forum replies for
each post.
Compared to last year, Twitter increased its dominance
as the de-facto news resource for the event. The
platform accounted for 83% of all CES-related content.
A majority of tweets were retweets that included a link to
news, blogs, photos and videos from the show, as the
likes of Mashableand CNEToffered live updates. Other
popular tweeters during the event included the official
Twitter handle of the event @intlces, @intel and
@Samsungtweets. The official hashtag #CES2014
trended strongly, appearing in over 250,000 tweets.
#CES was used in around 38,000 tweets.
Logitechs Twitter strategy for the event was
instrumental in increasing the organizations media
footprint. Hourly prizes for retweets and product reviews
resulted in its hashtag, #logitechlive, topping the brand
hashtag charts (13,000 tweets), despite facing stiff
competition from heavyweights like Samsungand Sony.
Video Posts largely featured keynotes, press conferences andhands-on reviews of the latest products demoed at CES.
CNET was among the most prolific posters to YouTube and
Metacafe, uploading 265 videos during CES. Although YouTube
was the most popular site for videos with nearly 3,500 uploads, a
notable difference from last year was the advance of Metacafeas a
viable alternative.
Facebook updates were utilized by organizations to
spread the latest news, blogs and images (5% of overall
content). Offering a more flexible content platform than
Twitter, it was noticeable that there were more links and
visual content on Facebook than the previous year. Day
1 saw the highest volume of coverage on this platform.
Samsungwas the most discussed brand on Facebook
during the event and successfully used its corporate
pages, including SamsungUSAand SamsungNotebook,
to engage social media users. Liked by 1.2 million
people, the SamsungUSA page (and other selected
brand pages) had a separate SocialStationbrand tab
to centralize all its blog, video and image content during
CES. All content was embedded, reducing friction for
engaging with the content and improving the overall
experience for followers. LG also hosted a live blog
brand tab on its pages.
Blogs (3% of CES content) were very much the follow
up channel for the more real time focused Twitter,
allowing for in-depth analysis and discussions (in the
comments section). Posts focused around live-blogging
of press conferences and keynotes, the merits of new
launches, hands-on reviews of the hot or unusual
products, and discussion of the event itself.
Techbuzzblog was one of the top bloggers, with 177
posts during CES. Other prominent blogs included
zennie62blog and Spartanpixel. On wearable tech,
Techbuzzblog warned that Wearable tech is so
fragmented, with so many ideas and separate apps
and services, that theres no way every part can
survive unless some standards and synchronicity are
upheld.
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Many phone companies withholding majorannouncements until the Mobile World Congress
resulted in Sony's Xperia Z1 range (4,600
mentions) stealing the headlines in this sector.
T-Mobile's(10,800 mentions) announcements
had a significant impact on social discussions,
with many users declaring their intention of switching to the network. Unique
features like curved screens (LG Flex: 1,750 mentions) and phone-turned-tablets
(Asus Padfone: 1,321 mentions) were also popular on video sites and videoreviews hosted on tech websites. #Android was one of the most popular hashtags
for the sector (565 tweets), indicating the depth of Google's influence on the
industry.
Nvidia(9,500 mentions) created waves with itsdemo of the Tegra K1 chip processor. This
product won awards in multiple categories at CES,
helping Nvidiabeat direct competitor Qualcomm
by 3,000 mentions. Intel(32,000 mentions) won
Applause from most tech publications for
championing the Internetof Thingsand the wearablesmovements. Social media
users were enamoured with ProjectChristine(4,200 mentions) by Razer, asking
the opinion of influencers like Tom's Hardware and Anandtech about what theproduct means for the future of modular computing. OnTwitter, a user-generated
video review tweeted by @Logitech had the highest reach for the sector.
Phones
Products
72,383 69,935 68,45663,019 60,026
45,02035,742 34,047 30,470
17,949
0
20,000
40,000
60,000
80,000
Phones Hardware &
Peripherals
TVs Automobi les Laptops &
Tablets
Gaming Audio Cameras &
Imaging
Health &
Fitness
Home &
Lifestyle Tech
Hardware
6
Me
ntions
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More than half of all gaming conversations
took place on Twitter, as gamers discussed
announcements and launches in detail,
especially the Crystal Cove by Oculus Rift
(6,300 mentions). Mashable pointed out that
it "will change the way we engage with stories,play games and even approach medicine.
Also, Valve'sSteam Machine and Sony'sPlayStation Now were hot topics of
discussion on forums like Overclockersand Gamersintuition. Xboxsdirector of
product planning made a statement (Theconsole as a single-purpose device is
the past) that sparked a wider internet analysis on the state of the gaming
industry.
The progression towards unique and
differentiated form factors for computing devices
accelerated with the release of various products
from multinationals and niche players.Samsung's Galaxy Pro series was one of the
most popular product ranges (6,000 mentions)and although reviews were detailed, reviewers refrained from giving a final verdict
until price details were available. Regarding companies, Microsoft and the
Windows operating system ruled the social airwaves with respect to computing
devices, with its owned media blog on Panasonics Toughpad being one of the
most popular stories on Twitter (1,200 tweets). Microsoft actively ran social
campaigns for products running on Windows.
Ford, Audi, BMWand Toyota showcased
their visions for the future of automobile
transport and received high praise frompublications and car enthusiasts alike.
The Guardian stated, If you were a fan of
Knight Rider and dreamed of a car that could
talk, drive itself and save you from peril, hold tight: it's coming" about BMWs
driverless functionality. Surprisingly, it was Intel that set the agenda with its
thought-leadership on the connected car and its partnerships with
auto companies. @Intel was the most mentioned brand handle with respect to
automobiles, present in 3,000 tweets.
Predictably, @samsungtweets was the most
mentioned tweeter, regularly updating followers
on Samsung'sTV launches like its curved
UHD range. Forums and blogs deconstructed thevarious announcements in detail, with users
comparing Samsung's TVs to TVs from LG,
Sonyand Panasonic.Wireddeclared: "Giant, bendable 4K TVs" as the key trend
within the industry.Mutually beneficial partnerships between TV manufacturers and
Netflix for 4K streaming helped Netflix achieve a combined total of 5,600
mentions. The Verge published an in-depth piece on how Netflix wonCESand
remarked, 4K may be the disruptive masterstroke that turns Netflix from a
company that changes the way we watch TV to the one that changes the TV
business.
Products
GamingLaptops & Tablets
AutomobilesTVs
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CES 2014 : January 4-12, 2014
This category (along with Audio) saw a high
proportion of female tweeters, compared toother categories. Another standout trend was the
comparatively high volume of tweets from
South America for this category. Yet again,
Samsung emerged as a clear winner,leading the mentions chart as well as trending on Twitter. Whirlpool's (1,500
mentions) suite of products received kudos from publications aimed at mothers
and families (Coolmomtech hailed the arrival of the Jetsons Era). Home
automationwas a key message that propagated though social media, with users
predicting the trend to consolidate over the next few years.
A slew of fitness trackers and smartbands aided
in drumming up interest in the event with the
non-technology media. The RazorNabu
emerged as the clear winner in social media
conversations with nearly 3,500 mentions.
DigitalTrends wrote, Mostimpressive though,itsan open platform that allows third-party apps. Whether yourea gamer or not,
the Nabu has earned a spot on your wrist. Razor used its Twitter account to
campaign for the Bestof CES" award and its followers responded by helping in
maximizing the reach of the campaign and ultimately voting for the product.This
product category was a dominant influence on wearable tech becoming the top
trend from the event.
Although there was a great deal of interest in
the sector (#photography was one of the
top product hashtags), Nikon(2,200 mentions)was the only major organization to launch a
flagship still camera, although Sony and Canon
did launch consumer models like Alpha 5000
and PowerShot N100 respectively. Regarding camcorders, 4K was the key theme
to emerge from the show. Sony's4K Handycam (700 mentions) stood head and
shoulders above other products, with photography influencers highlighting its plans
to start shipping in March, compared to other prototypes, as a key reason for its
popularity.
Social media was abuzz with audio technology
developments (36,000 mentions), as both
specialist audio companies and larger techconglomerates released multiple audio
products. On Twitter, competitions for free
products helped audio firms like Phillips (Phillips
Dot Bluetooth speaker appeared in nearly 500 tweets) and DTS (#dtsplayfi was
used in around 1,500 tweets) gain prominence. After the event, the tech press
identified prominent trends within the industry. The Vergecommented on sound
bars (driven by Vizio and LG) and wireless speakers (Samsung's products stood
out) being the highlights of the event.
Health & Fitness Home & Lifestyle
Cameras & ImagingAudio
Products
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Volume
Wearable Technology (61,500 mentions) was the most prominent trend to
emerge from CES 2014. Pre-event buzz about the topic was fuelled by health and
fitness devices, and formed an important part of Intel's keynote speech. The
release of a range of smartwatches and gaming devices added to the buzz.
Google Glass
Whether planned or not, GoogleGlass (4,500 mentions) did make waves at the
event, partially because of the high volume of attendees wearing the product--
occasionally to the mild annoyance of others. No one should have to be in a
room with this many Google Glass wearers #ces2014 , tweeted @erfon. Manynew wearable tech products were compared to the Glass in their reviews,
although rapper 50 Cent warned that the product takesaway all the privacy(7.3
million followers on Twitter).
Engadget's story on Intel's Edison was the most shared story on Twitter;
#wearabletech formed a part of 3,387 tweets. Not surprisingly, Intel,Razerand
Pebble were the top brand handles to be associated with this trend.
Volume
High Definition Displays accounted for 52,000 mentions, driven by TVs and
computing devices that came with high definition displays.
A story introducing Panasonic's4K Tablet was the most shared story on Twitter.
Samsung, Panasonic and Microsoft were the most mentioned tweeters.
#samsungces was the top brand hashtag, mentioned in over 200 tweets.
4K
Mashablepointed out, 4K Reaches Critical Mass at CES 2014,and predicted
thatitwill become the new standard in high-res video, what 1080p is today.A
key development highlighted by forums and blogs was the increasing affordability
of this technology.
Volume
The Internet of Things raked up 3,300 mentions during the event, making 2014
the year when it went from buzzword to market reality. Many new connected
devices were on display throughout the halls of the Las Vegas Convention Center
including various smart appliances, remote monitoring services, and autonomous
vehicles.
CiscoCisco's keynote address highlighted this trend as the Internet of Everything.
This message quickly permeated into social conversations, with 1,200 mentions.
CEO John Chambers was the 4th most popular keynote speaker, with the tech
press buzzing about his prediction of the size of the IoT industry, while social
media were more impressed with the appearance and contribution of actress
Sarah Silverman.
Emerging Trends
Wearable Tech
High Definition Displays Internet of Things
12%
8%
6%
24%15%
7%
28%
Robotics
Bendable/Curved Scree ns
Cloud Computing
High Definition Displays
Internet of Things
Start Ups
Wearable Tech
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Marissa Mayer's keynote address was live blogged by numerous tech and
mainstream publications. The mainstream press published articles on Yahoo!s
refocus as a media company and her acquisitions plans, whereas tech bloggers
and social media users were more concerned about her plans for Tumblr and
the new Yahoo! News Digest. Forbes, clearly impressed, wrote an article about
public speaking lessons that can be learned from her keynote style. The NextWeb remarked that the partnership with Saturday Night Live and the
appearance of John Legend "reminded the audience members that Yahoo! is
still very much about entertainment."
Intel positioned itself at the forefront of the internet of things, and Brian
Krzanich's address went a long way in re-emphasizing that message. His
preview of wearable devices during the keynote on the opening night, set the
ball rolling on wearables,establishing itself as one of the top tech trends of theyear. Influencers pointed out that Intel has shifted to tablets and wearables from
phones and opined on what that meant for the overall direction of the
industry. According to International Business Times: Intel (is) Betting Big on
Wearables in 2014 to Avoid Repeating Mobile Mistake.
The Sony CEO's cult following amongst PlayStation fans assisted him in
gaining the third spot in the keynote speech rankings. The unique feature of the
medias reaction to his keynote was the focus on his vision and plans, rather
than the products being released or prototypes showcased. Sony ensured the
keynote got sufficient coverage by live steaming the keynote and publishing a
behind-the-scenes video on YouTubeand on its owned media assets after theevent. One of the headlines on The Verge proclaimed, "Sony returns to the
swagger of its glory days.
Keynote Speakers
1
23
Marissa Mayer
Brian Krzanich
Kazuo Hirai
Marissa Mayer: 5,200 mentions
Brian Krzanich: 2,100 mentions
Kazuo Hirai: 1,400 mentions
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CES 2014 : January 4-12, 2014
Reach Score: 97
Relevance Score: 92
Resonance Score: 99
Influencers
Marc Perton
Executive Editor, Engadget
Lance Ulanoff
Editor-in-Chief, Mashable
Roger Cheng
Executive Editor, CNET
Marc Perton is the Executive Editor of Engadget. He
has donned many hats in his tech news career, from
Senior Editor at Engadget to Executive Editor for
Consumer Reports, and then Director of Content for
Gdgt.
A 25-year industry veteran and award-winning
journalist, Lance Ulanoff is an American tech and
social media commentator. He is a former Editor-in-Chief of PCMag.com and PC Magazine and SVP of
Content for PCMagDigital Network, and is now editor-
in-chief at Mashable.com.
Roger Cheng is the Executive Editor at CNETin charge
of East Coast coverage and breaking news. He also
covers mobile and prior to CNET, he spent nearly ten
years covering technology at Dow Jones Newswires and
the Wall Street Journal.
Reach Score: 99
Relevance Score: 99
Resonance Score: 96
Reach Score: 99
Relevance Score: 99
Resonance Score: 96
11
(Mashable.com)
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CES 2014 : January 4-12, 2014
Top Hashtag: #ces2014
617KTweets
Top Influencer:
Marc Perton,
Engadget
750K
mentions
Top Keynote Speaker:
Marissa Meyer, Yahoo
Top Trend:
Wearable
Tech
Wrap Up
12
Gl
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CES 2014 : January 4-12, 2014
Top Organizations rankings based on organization mentions, product mentions and majorbrands (of each organization)
ContentArticles, blog/microblog posts, etc. containing mentions of a search term or phrase
FollowerAn individual or organization engaging in social media, who regularly attends to thestatements made, or opinions expressed, by another individual or organization through a social
media platform
Influencer- An individual or organization with an established presence in social media, whoseopinions and posts are regularly read by a large number of people
Traackr- Traackr is a technology company dedicated to locating, scoring and ranking the top
online influencers for any topic or market, based on reach, resonance and relevance. For more
information, please visit www.traackr.com.
Reach Score- This is a measure of total audience size. Blog visitors, Twitter followers,
YouTube subscribers, etc. go into scoring.
Resonance Score- This is a measure of how much activity someone creates when theypublish. Twitter retweets, linkbacks, comments, etc. are factors of someone's Resonance.
Relevance Score - This is a measure of how relevant someone is to a topic. Relevance is a
factor of how often someone uses the keywords that drove the search; the timing of the
keyword usage (more recent posts are weighted more heavily); the diversity of the keywords
used by an influencer; and the placement of keywords (title vs. body).
Glossary
13
For more information:
Visit www.gorkana.us
Call +1 646-722-1200
Email [email protected]
Author: Sidharth Gopakumar
Product Manager: Analysis & Insights
Media Inquiries: Lisa Jaycox
Head of US Marketing & Communication
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