Chris Abraham » elements

BL Ochman Debunks Six Social Media Myths Over at Business Week

Chris Abraham — Thu, 19 Feb 2009 12:15:48 +0000

BL and I adore eachother so I was very excited to receive an email from her last night with a link to her latest article on Business Week, Using social media to market your business is a good idea. Just don’t plan on getting your whiz-kid nephew to do it for free — check it out and check BL out over on her blog, What’s Next Blog. Oh, and when BL asks “how many of them have actually created a successful campaign for clients using social media tools? I bet you’d be hard-pressed to find half a dozen with real track records,” I can proudly state that Abraham Harrison LLC has the expertise, the experience, and the track record to boot! Anyway, here’s the article:

Debunking Six Social Media Myths
For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn’t putting itself out there, it ought to be.
But before you take the plunge, bear in mind the many myths that surround social media.
1. Social media is cheap, if not free. Yes, many of the tools that can be employed in social media marketing are free to use. These include Google’s (GOOG) video-sharing site YouTube, Yahoo’s (YHOO) photo-sharing site Flickr, the social-network building tool Ning, and content aggregators such as Digg and eBay’s (EBAY) StumbleUpon. Free blogging tools abound too; among them are WordPress, Twitter, and FriendFeed.
However, integrating these tools into a corporate marketing program requires skill, time, and money. The budget for an effective social media marketing campaign begins at $50,000 for two to three months. I’m sure companies have spent less, and I know they’ve spent more.
Building a site that incorporates interactivity, allows user-generated content, and perhaps also includes e-commerce doesn’t come cheap from anyone who knows what they are doing. Even taking free software like WordPress and making it function as an effective interactive site, incorporating e-commerce, creating style sheets that integrate with the company’s branding, takes more than time. That takes skill, experience, and money.
As a rule, a $50,000 to $100,000 budget can cover the creation of a simple multimedia microsite that becomes the center of an online community. Add in some widgets to help distribute the content and form a credible group on Flickr, Twitter, or Facebook and other networking groups to enhance the community aspect of the campaign. Complex functions add to programming and design costs.
A high-yield, highly targeted blog advertising campaign to kick off and support the program will cost an additional $25,000 to $100,000 a month. Advertising through Google’s AdWords, e-mail support, co-registration, and other tools that drive traffic would be additional costs.
2. Anyone can do it. A surfeit of whiz kids and more experienced marketers are claiming to be social media experts and even social media gurus. Search the bios of Robert Scoble’s 56,838 Twitter followers using Tweepsearch (www.tweepsearch.com), an index of the bios of Twitter users, and you’ll find:
4,273 Internet marketers
1,652 social media marketers
513 social media consultants
272 social media strategists
180 social media experts
98 social media gurus
58 Internet marketing gurus
How many of them have actually created a successful campaign for clients using social media tools? I bet you’d be hard-pressed to find half a dozen with real track records.
A successful social media campaign integrates social media into the many elements of marketing, including advertising, digital, and PR. Opinion and theory are no match for experience, and the best social media marketers now have more than 10 years of experience incorporating interactivity, blogs, forums, user-generated content, and contests into online marketing.
Video contests by companies hoping for viral buzz and Google juice are as plentiful as mosquitoes on a humid summer night. But, like their insect counterparts, most video contests suck.
It’s the rare video contest that gets as many as 2,000 entries. Many, like Denny’s (DENM) recent disastrous effort, get fewer than 10 entries. Apparently, 48 Denny’s breakfasts over four years wasn’t a big motivator.
3. You can make a big splash in a short time. Sure, sometimes a social media campaign can produce substantial and measurable results quickly.
Social media is great if you’re already a star, but that doesn’t happen overnight. Amid the recent launch of my T-shirt design business, Pawfun.com, I have relied heavily on my 4,000-plus Twitter followers and 120,000 readers of my What’s Next Blog, which I’ve updated as often as five times a day since 2003. Because that network already exists, with not one dollar spent on advertising, we were able to generate more traffic in our first three days than some major companies get after years online.
ZapposChief Executive Tony Hsieh, whose company has millions of customers who are evangelists for the great service that built the brand, quickly became a Twitter star, with more than 32,000 followers. When Dell (DELL), JetBlue Airways (JBLU), the Chicago Bulls, and other love-’em-or-hate-’em brands joined Twitter, they immediately developed huge followings.
Tweets can be used to drive traffic to articles, Web sites, contests, videos, and so on—if people already care about your brand, or if you have a truly original idea that people will want to share with their followers.
One recent example of a Twitter-generated success is Savvy Auntie, a community for aunts, godmothers, and “other women who love kids” that was launched six months ago by Melanie Notkin. She has counted on Twitter to drive traffic, help her find suppliers, products, and even investors. She developed a Twitter following before launching her business, then tapped into it for help when she launched.
4. You can do it all in-house. Wrong! You need strategy, contacts, tools, and experience—a combination not generally found in in-house teams, who often reinvent the wheel or use the wrong tools.
It is rare indeed to find an in-house team that can not only conceive and execute a social media campaign but also drive traffic to it with effective e-mail segmentation, search optimization, blogger outreach, blog advertising, Google ads, and more.
5. If you do something great, people will find it. Quite simply, that never was true. Until you can drive traffic to your social media effort, you’ve got a tree falling in the forest, heard only by those standing nearby. A great number of tools can drive traffic, including StumbleUpon, Digg, and Twitter, but nothing works better than word of mouse—one friend telling another, “Hey look at this!”
6. You can’t measure social media marketing results. You can use a variety of methods, including mentions on blogs and in media; comments on the content; real-time blog advertising results, and click-throughs to your company Web site. You can get very precise statistics from a variety of sites, including Google Trends, Twitter search, Google Analytics, BackType, and Compete.
The tools are there. The gurus who know how to use and interpret them—not so much.
Ochman, president of Whatsnextonline.com, has been creating new media marketing and online brand strategy since 1995 for companies including IBM, Ford, McGraw-Hill, Budget Car Rental, Stacksandstacks.com, and American Greetings. She tracks online marketing trends and campaigns in What’s Next Blog.

Aston Martin Revives the Lagonda (Really?)

Chris Abraham — Wed, 18 Feb 2009 18:47:41 +0000

Back in the late 70s and 80s, Aston Martin made a terrible mistake in a modern interpretation of the Aston Martin Lagonda from 1976-1989. It was the first modern Aston Martin. It followed the unfortunate trend in the 70s and 80s when European car makers tried to become more like American muscle cars and tried to appeal to the need of the power brokers of the 80s who wanted bigger, faster, shinier, and more powerful emblems for their wealth. The Lamborghini Countach, the Lamborghini LM002, the Ferrari Berlinetta Boxer, and this model of Porsche 911 are prime examples.

Well, according to Jalopnik, Aston Martin plans to revive the brand:

As rumored, Aston Martin is readying the Lagonda nameplate for an all-newGeneva Motor Show concept. The secret concept, previewing a new brand, is said to be a perfect blend of practicality and performance.
Lagonda was founded in 1906, but was purchased and integrated by Aston Martin in 1947. The Lagonda name has been affixed to Aston Martins since then, and graced the quirky 80s-era Aston Martin Lagonda, but has never been its own brand. According to Aston Martin, the Lagonda nameplate is preparing to celebrate its 100th anniversary next year (no, that makes no sense to us either) and to commemorate the occasion, an all-new concept will debut at the Geneva Motor Show in March.
There’s no telling what this concept could be other than a competitor in the luxury car market filled with Bentleys and Rolls Royces, but Aston Martin is already talking about a production schedule for a 2012 on-sale date. We’ll keep our eyes peeled.
Aston Martin Press Release:
Aston Martin CEO confirms the revival of the Lagonda MarqueAston Martin Chief Executive Officer Dr Ulrich Bez has today confirmed his intention to revive the Lagonda marque.
In a statement today he said, “After my eight years with Aston Martin, four with profitability, and 16 months of independence, it’s time to think about a longer term future. Aston Martin is an honest, authentic brand which builds the most beautiful sportscars combining modern technology with craftsmanship. Next year we will launch the four door Rapide sportscar, and this will be followed by the project ‘one 77′, the most spectacular Aston Martin ever. Aston Martins are currently available in 32 countries but we will remain limited in our market penetration by the pure character of our cars – sportscars.
“We have now investigated and concluded that the revival of the Lagonda brand would allow us to develop cars which can have a different character than a sportscar, and therefore offer a perfect synergy. Lagonda will use a unique design language as Aston Martin does. We will take elements of DNA from the past but will be very future orientated as we are with Aston Martin. With Lagonda offering exclusive, luxurious and truly versatile products with high quality and usability and suitable for both existing and emerging markets, I believe we can be present in more than 100 countries in the world.
“In 2009 Lagonda is about to celebrate its 100th birthday and in its centenary year we are confident that we will show the first concept of a car which could be in the market in 2012,” he confirmed.

I guess this is what another model year of the Aston Martin Lagonda looked like:

I don’t like that one either.

What You Can Learn from Twitter’s Success

Chris Abraham — Wed, 18 Feb 2009 16:08:45 +0000

Rohit Bhargava from the Influential Marketing Blog just posted a very insightful article about how we entrepreneurs can learn from Twitter, 7 Lessons Entrepreneurs Can Learn From Twitter’s Success — basically, make things easier, better, more open (as in API), and more insidious (all of Twitter’s competitors feel compelled to integrate with Twitter — how insidious is that — open API wins again):

By any measure, the growth and popularity of Twitter has been phenomenal. To say that Twitter has hit mainstream isn’t really the right metric to use. It’s more powerful to note that for a large group of Twitter enthusiasts, to spend even a day without using it would be as bad (or perhaps even worse) than not having email. It has become just that necessary. How did the site get to this point? And what are the lessons that any entrepreneur might be able to learn from how it got there? Here are a few thoughts on the real secrets behind Twitter’s success:
Focus on real time. For the socially connected online, there is little use for yet another place to talk to your friends. If anything, we all have too many of those to start with. But a site dedicated to RIGHT NOW stands out. It’s useful in a way that none of the other sites we use are.
Skip the extra step. Approving every friend request can be a lot of work – even if you’re not the most popular of people. It does make sense on most social networks, but when it comes to posting updates on Twitter, if you do it publicly, anyone can follow you without approval. The result is that any user’s audience on Twitter can grow exponentially without barriers.

Force your customers to do less. If you have ever heard the saying that “less is more” – Twitter is the ultimate proof of that. The forced 140 character messages have made us all refocus on brevity, and as a result of this volume decrease, those of us that are constantly overcommunicated look to the site as the one place where we can still feel that we are on top of the flood of communication that rules our lives.
Build enough evangelists to compensate when things go wrong. One of the most well known facts about Twitter is that the service has been notoriously unreliable and crashed frequently. Though it is much improved from those days, the site still goes down or loses functionality relatively regularly. Yet it has managed to build up enough power users and evangelists, that people forgive their down times and keep coming back.
Integrate with the most popular competition. The single most useful feature I personally uncovered from Twitter was the ability to integrate it into my Facebook page so that may Twitter updates also become my status on Facebook. This demonstrates a fact that many entrepreneurs already know – by integrating with your competition where your “customers” currently are, you make it easier for them to migrate over to your site.
Launch where your influencers are. A big reason for the early success of Twitter was their launch at the SXSW Interactive festival two years ago. It was a place where all the influencers that matters for Twitter were already going to be and putting the site in front of them there allowed them to become word of mouth ambassadors for the site following the event.
Offer a public ranking or authority. The final element that has helped Twitter to succeed is that it has a built in authority ranking with the number of followers you have. This is located right beneath your username on the site and it’s high visibility means that it is easily the ultimate metric for anyone using the site. And you can’t help but want that number to go higher.

Hiring Camp Counselors for This Summer!

Chris Abraham — Thu, 29 Jan 2009 21:24:16 +0000

It is just the time of year when The Fresh Air Fund begins preparing for the summer full of summer camps filled with happy faces and lots and lots of kids from the cities who get to spend their summer vacation out of the city and in the country. It is also a very important time for finding and hiring camp counselors for the summer as well as locating, vetting, and securing host families as well. All of this information is collected on a little informational web site you can check out, but I will excerpt some of this below.

Fresh Air Fund Needs Counselors for Summer 2009!
You love working with children, and that’s probably what we like most about you. Running across the ball field, washing off the glitter glue, or swimming in the lake – with your cabin group laughing around you – you’ll be in your element.
Are you going to be the counselor the children learn to paint with? The one they play soccer with? The one they want to hang out with? Or perhaps the one they read a bed-time story with? Whatever your role becomes, you’ll thrive on the challenge and commit yourself to the cause.
You’ve got to be 18 or over by June 20th to apply, and you’ll usually have completed at least one year of college by the summer. Any previous work with children should always be included on your application.
The experience you’re about to apply for will be like no other, and it’s going to take patience, flexibility, creativity, and a whole lot of self-motivation. But the rewards will be great… overcoming challenges, meeting new friends, playing games in the sun, jumping into the cool lake, painting face masks, hitting a home run, telling stories around a camp fire…
…and then seeing that smile brighten a child’s face.
We’re looking for counselors and program staff for all five of our summer camps – but places fill fast, so get your application in today.
We are now accepting applications for the 2009 season.

What I think the fine people at Fresh Air Fund are looking for Camp Counselors right now, so if you’re interested in applying to become a Fresh Air Fund camp counselor, please apply here. And, if you are on the fence, be sure to check out the below video, see through the eyes of some Fresh Air Fund counselors:

Twitter PR from the Financial Times

Chris Abraham — Thu, 01 Jan 2009 16:42:22 +0000

My buddy David Gelles is now a Technology reporter and blogger for the Financial Times and I was so happy to see David writing about Twitter PR, something very dear to my heart, Companies use Twitter to pack PR punch, including Scott Monty of Ford as well as the gang from PepsiCo’s Pepsi Max controversy:

Companies use Twitter to pack PR punch
By David Gelles in San Francisco
Published: December 30 2008 19:16 | Last updated: December 30 2008 19:16
Twitter, a booming micro-blogging service, is inspiring business to manage its message in 140 characters or less.
Its streams of short text messages, publicly broadcast over the web, are being treated as the new frontline of internet conversation. Companies including Ford and PepsiCo have been dousing public relations fires with pithy communication bursts to the Twitter community.
“There’s a rapid-fire element to Twitter that causes conversations to go viral when something bad happens with a company,” says Jackie Huba, co-founder of the Society for Word of Mouth, an organisation that monitors social media. “Companies that have a Twitter account are prepared. If something goes wrong they can respond.”
PepsiCo turned to Twitter this month after users began posting criticisms of a Pepsi Max advertisement, which depicted a cartoon calorie committing suicide.
Huw Gilbert, communications manager for PepsiCo International, “tweeted”, or posted a public message, in reply. “Huw from Pepsi here,” he wrote. “We agree this creative is totally inappropriate; we apologise and please know it won’t run again.”
Critics saw Mr Gilbert’s post, with one “tweeting” back: “Thank you?.?.?.?for having the guts to get on Twitter on behalf of Pepsi and give us an update on the suicide ad.”
Such personal interaction from a company representative helps defuse a crisis, says Ms Huba. “People like feeling like they’re being heard,” she says.
Scott Monty, head of social media for Ford Motors, used Twitter to deflect criticism away from the carmaker after it filed suit against an enthusiast website that was selling unauthorised Ford decals. Fans of the site posted angry messages but Mr Monty used Twitter to explain the company’s position.
“Part of my job is to humanise the company – you want to interact,” Mr Monty says.
Starbucks, Comcast, JetBlue and Home Depot are among companies using Twitter accounts to promote products and provide customer service.
Bob Pearson, head of communities and conversation for Dell, said his company had generated $1m in computer-related sales through alerts posted to Twitter.
San Francisco-based Twitter is also becoming a platform for a range of media and social networking start-ups using its tools to develop communities and content rapidly, and at low cost.
Copyright The Financial Times Limited 2008

A Love Note From David Plouffe

Chris Abraham — Tue, 02 Dec 2008 15:57:14 +0000

Here is a love note to “me” from David Plouffe, Campaign Manager for Obama for America. Barack Obama wants to personally keep me, ChrisTOPHER Abraham in the loop. I hope the Obama White House keeps up this sort of thing. If Barack Obama and David Plouffe are smart, they won’t make me resubscribe after the inauguration, they’ll just continue educating and informing me into the future. Please.

Christopher –
Yesterday, President-elect Barack Obama and Vice President-elect Joe Biden announced key members of their national security team.
Barack and Joe have asked some of the country’s most experienced leaders on national security, foreign policy, law enforcement, and military matters to come together to renew America’s security and standing in the world.
Watch the video of Barack’s announcement and learn about the national security team.
Hillary Clinton, U.S. Senator from New York and former First Lady, will serve as Secretary of State.
Secretary Robert Gates, the current Secretary of Defense, will continue to serve in that role.
Eric Holder, former Deputy Attorney General and a former United States Attorney for the District of Columbia, will serve as Attorney General.
Janet Napolitano, Governor and former U.S. Attorney for Arizona, will serve as Secretary of the Department of Homeland Security.
Dr. Susan E. Rice, a Senior Foreign Policy Advisor to the Obama for America campaign, a Senior Fellow at the Brookings Institution, and former U.S. Assistant Secretary of State for African Affairs, will serve as Ambassador to the United Nations.
General Jim Jones, USMC (Ret), former Allied Commander, Europe, and Commander of the United States European Command, will serve as National Security Advisor.
Barack’s national security team has been assembled to represent all elements of American power, diplomacy, and leadership that will be vital in overcoming the challenges of the 21st century.
Watch the video of today’s press conference:

http://my.barackobama.com/securityteam

These appointees will be tasked with strengthening current alliances and forging new ones, protecting our citizens at home, defending against our enemies, and promoting our values and moral leadership throughout the world.
While the challenges they are sure to face will be great, the opportunities to unify our country and our world will be even greater.
With your support, we’ll meet those challenges and opportunities with the hope and optimism that has brought us to this moment of change.
Thank you,
David
David Plouffe
Campaign Manager
Obama for America

My First Article for AdAge Global Idea Network

Chris Abraham — Tue, 25 Nov 2008 23:10:20 +0000

Please check out my first article as a writer for AdAge, In ‘Poor But Sexy’ Berlin, Brands Need to Understand Casual.

In ‘Poor But Sexy’ Berlin, Brands Need to Understand Casual: To market successfully, you need to understand college kids
This is my first post for the Global Idea Network and I am happy to be here. I aim to post once-a-week about my experience in Berlin and around Europe as an expat. Today, I want to talk a little bit about Berlin, the city its Mayor, Klaus Wowereit, called “poor but sexy.”
Berlin is sexy, poor, and the most casual city I can imagine. Everyone wears jeans, t-shirts, hoodies, and some sort of field jacket. At first I mistook this casualness as slovenliness or poverty. No. Berlin’s casualness is very intentional. In spite of limited cash, Berliners are slaves to fashion and remain current. The moment jeans went skinny, Berlin went skinny. When the world became obsessed with Chuck Taylors, Berliners sported them. Current, as long as the fashion palette keeps to caps, jeans, t-shirts, jackets, and sneakers. When my friend Mark wore the wrong sort of casual his friends staged an intervention: the jeans were all wrong, the jacket was uncool, and the shoes had to go.
It occurred to me that successful marketing in Berlin requires marketing to college kids, who are the epitome of poor but sexy, across the board and for everything. How would you sell a car, a cell phone, a pair of panties, a watch, some gum, a bank account, or a credit card to a teenager and you’ll probably get it right here in Berlin.
When it comes to purchases, Berliners judge each others’ fashion sense like they do at college, where how you were dressed had more to do with style and selection — how you wore it — and less to do with the total cost of purchase and where you bought it. Competition in the marketplace comes from flea markets, hand-me-downs, swap meets, and eBay as easily as it may your competitor. Lots of those skinny jeans and Chuck Taylors were scored used from the 80s. I learned from my friend Libia from Mexico City that Berlin is world famous for its used clothing and consignment stores. There is no stigma associated with getting stuff used and cheap — quite the opposite.
There are other concerns when marketing to Berliners: biking, weather, exposure, and the elements. Like college students, Berliners take public transport and ride bikes every day in all sorts of Central European weather. In fact, I have been told again and again that bicycles are neither recreational nor optional. They’re essential to daily life. Like students going to class in the morning, Berliners need to carry everything they need for the day with them. Necessity demands that Manolos are pretty impractical, as are skirts, heavily-styled hairdos, and exceptionally-delicate makeup rituals.
Berlin casual is not limited to kids in their teens and twenties, however. I am talking about my 39-year-old friend Frank, who pretty much dresses in hooded sweatshirts and jeans all the time (with a fierce family brand loyalty to the G-Star brand, universally popular in Berlin) and, coincidentally, dresses just like his two sons, 8 and 10, as you can see in the photo illustrations. Yes, Frank, who runs a production company called The Lime Machine, approved this post.

I have been invited to be a European correspondent to the AdAge Global Idea Network. I am a resident of Berlin, Germany, and will be mostly reporting my experience in Central and Eastern Europe; however, GIN is a moveable feast — it is global, after all. I hope you enjoy the post. Please consider subscribing to the blog. I plan to post at least once-a-week. Plus, there are a wide assortment of other great bloggers from around the world.

Central Desktop Is My Choice for Project Collaboration and Task Management

Chris Abraham — Thu, 09 Oct 2008 18:01:20 +0000

I have been very happy with Central Desktop as part of the Abraham Harrison business and client services platform.

We had previously used Basecamp HQ. I didn’t mind it but my team hated it so I had Sara Wilson and Saul Wainwright go out to explore all of the project management, task management, business management, and process management tools out there — a collaboration tool that my team and I could use every day to help synchronize our daily work.

We needed all the help we can get since Abraham Harrison is a virtual and distributed company, spread across 7 countries and 16 times zones. When Saul and Sara finally made their recommendation, they recommended Central Desktop.

Back in April, Saul wrote an article on Marketing Conversation, Central Desktop Does it for us!!, and we received the associated buzz from Central Desktop.

Central Desktop offers a lot of different things, including group shared calendars, collaborative wikis, intranet tools, project collaboration, task management, web conferencing, audio conferencing, extranets tools, project management, forums, group discussions, salesforce.com, global search, online spreadsheets, and iCal compatibility.

We have limited our Central Desktop usage so far to project collaboration, task management, group wikis, asset and file management and storage, group discussions, and the iCal feature. We use Google Apps (Google Docs, Google Mail, Google Calendar) religiously so there are certain things we don’t need from Central Desktop. We’re also slowly drinking the Salesforce.com kool-aid, so I am sure we’ll start making that work for us soon.

Anyway, I am posting Saul’s review of Central Desktop below because I think it is very interesting and I think you’ll learn a lot and maybe check Central Destop out.

Central Desktop Does it for us!!
So, I don’t know if I have mentioned this on our blog. But, we spent months, and I mean literally months looking around for a web based project management tool that met the needs of Abraham Harrison. You would think that this would be an easy mission. Hell no!!
We wanted to dump Basecamp so badly, yet we didn’t wanna go to something else that was kind of….well…ho hum!!! Just when I was at the end of my tether in the search a bit of synchronicity came along and a potential client mentioned Central Desktop to us.
So, off I ran and checked out this software – it was on my list but I hadn’t really give it much of a go. After a week of digging around, having my Executive Assistant dig around in CD – we both agreed that this was the one for us.
It is simple, clean, fast and does what it needs to do. There are elements missing, for sure, but that is a given. My biggest gripe is their need to integrate more time tracking/management capabilities. However, after a phone call with the CEO, Isaac Garcia (heck how often do you get to talk to the CEO of a company as a small time client) he assured me that they are working on many improvements.
What I found so cool about this company (besides their awesome platform) was that they had built this tool up without any major funding, with paying customers – no, “come use us for free” approach in the hope that it would make them popular. No, they did it while having to please paying customers.
So, last week I got an email from Isaac, following up on the phone call we had had a week earlier and he informed me that Central Desktop had just got its first round of major funding – $7 million from Openview Venture Partners. Not bad, not bad at all….especially when you realize that Openview is one of Central Desktops paying customers (well, maybe they will give them a free account).
I like seeing companies do it the old fashion way. Create a good product, get people to buy it and watch it grow. Hell, getting popular off “free giveaways” is always easier, but certainaly doesn’t guarantee a good product.
Congrats Isaac and the CD gang!! We over at AH look forward to more and more slick features and are stoked that you guys are around.

I Need 200 Families Willing to Host a Child in August

Chris Abraham — Tue, 15 Jul 2008 21:08:50 +0000

My firm, Abraham Harrison, and I are helping the Fresh Air Fund place 200 inner-city kids from New York City into country homes for a free summer vacation this summer. Please help me out — help me share the opportunity far and wide! The Fresh Air Fund has provided free summer vacations to New York City children from disadvantaged communities since 1877. This is your summer to help! The end of July is growing closer and we still have 200 children who need to be placed with host families for this August. If you want to jump on it immediately, please Email Angie, angie@freshair.org and she’ll speed you through the process!

Here’s the SMNR we developed for the campaign:

Remember your summer vacations?
Doesn’t every kid deserve that kind of fun?

We have over 200 children scheduled for Fresh Air trips this summer and need your help to host or find hosts!

The Fresh Air Fund has provided free summer vacations to New York City children from disadvantaged communities since 1877. This is your summer to help!
The end of July is growing closer and we still have 200 children who need to be placed with host families for this August
Unless all prospective host families are screened and vetted by the end of July these 200 children may miss out on an invaluable experience
Please host a child or help us get the word out that we need folks who can welcome a child from the city into their homes next month
One last thing that is actually very important. We are looking for families who want to extend an invitation to a 9-12 year old. We really need more families who want older children and boys
Please Email Angie, angie@freshair.org, immediately and she’ll speed you through the process!
Or, you can call us at 1-800-367-0003 (212.897.8900) — ask for Angie
If you want to help but don’t live in these areas – BLOG about this program, tell your friends, recommend someone, or DONATE

There are trip dates set for August 2008 for over 200 children and we need host families to volunteer to host these inner-city children. The dates and locations are as follows:

8/11-8/21
New Jersey:
Warren County, Bergen County, Union County, Somerset County, Morris
County, Hunterdon County

8/11-8/22
Pennsylvania:
Lancaster, Akron, Christiana, Denver, Donegal, East Earl, Elverson, Lititz, Manheim, New Holland, Quarryville
New York:
St. Massena, Ogdensburg, Potsdam

8/12-8/22
Harrisburg, Pa

8/15-8/22
Central Massachusetts:
Acton, Hopkinton, Lexington, Marlboro, Wayland

8/15-8/25
New York
Western Fingerlakes: Canandaigua, Canal Towns, Dansville
Central New York: Fulton, Marcellus and Oswego

Massachusetts:
Cape Cod

Pennsylvania:
Doylestown, Upper Bucks, Lower Bucks, Chalfont

8/25-9/1
New York:
Columbia County
Red Hook/Rhinebeck (Dutchess County)
Albany County

News Facts

THE FRESH AIR FUND, an independent, not-for-profit agency, has provided free summer vacations to more than 1.7 million New York City children from low-income communities since 1877.
Nearly 10,000 New York City children enjoy free Fresh Air Fund programs annually. In 2007, close to 5,000 children visited volunteer host families in suburbs and small town communities across 13 states from Virginia to Maine and Canada. 3,000 children also attended five Fresh Air camps on a 2,300-acre site in Fishkill, New York. The Fund’s year-round camping program serves an additional 2,000 young people each year.

Fresh Air Children

Children are selected to participate in The Fresh Air Fund Friendly Town program based on financial need. Children are from low-income communities. Fresh Air youngsters are registered by more than 90 social service and community organizations in all five boroughs of New York City.

Fresh Air Fund Friendly Town Program

Fresh Air children, boys and girls from six to 18 years old, visit over 300 Fresh Air Friendly Towns in the summer. Fresh Air children on first-time visits to Friendly Town host families are six to 12 years old and stay for 7-14 days. Most families have such a great summer with their Fresh Air child that 65% invite the child back the following summer.

Friendly Town Host Families

Fresh Air Fund volunteer host families open their homes to inner-city children for two weeks or more in the summertime. Each Friendly Town community is supported by an experienced local volunteer.

There are no financial requirements for hosting a Fresh Air child. Most hosts simply want to share their homes with inner-city youngsters. Host families are not paid. The Fund has a program for placing children who have special physical or emotional needs.

Fresh Air Fund Camping Program

3,000 New York City youngsters, ages eight to 15, attend five Fresh Air camps on a 2,300-acre site in Fishkill, New York. Camp Hidden Valley is for boys and girls with and without special needs, eight to 12 years old; Camp Tommy is for 12- to 15-year-old boys; Camp Anita Bliss Coler is for girls, nine to 12-years old; Camp Hayden-Marks Memorial is for nine- to 12-year-old boys, and Camp Mariah is a coed camp for 12- to 14- year-old career campers.

Additionally, 2,000 young people participate in year-round weekend camping experiences. Special features shared by all camps include a planetarium, model farm, wilderness trail and ropes course. Camp Tommy is named in honor of Board member/designer Tommy Hilfiger for his dedication and support of Fresh Air children.

Career Awareness Program

The Fresh Air Fund’s innovative Career Awareness Program is designed to help New York City youngsters understand the relationship between school and work and how to make choices that will determine their futures. In New York City, 12- to 14-year-olds participate in job shadowings that offer close-up views of business and a career fair.

The year-round program includes weekend camping trips and an intensive three-and-a-half week summer session at the Career Awareness Camp – Camp Mariah. The career camp is named in honor of Board member/singer Mariah Carey for her dedication, support and commitment to Fresh Air youngsters. Career awareness graduates continue to receive support through the PreOccupations Club and benefit from the guidance of volunteer mentors.

About Fresh Air Fund

In 1877, the Reverend Willard Parsons, minister of a small rural parish in Sherman, Pennsylvania, asked members of his congregation to provide country vacations as volunteer host families for children from New York City tenements. This was the beginning of The Fresh Air Fund tradition.

By 1884, Reverend Parsons was writing about The Fund for New York’s Herald Tribune, and the number of children served grew. In 2007, close to 10,000 New York City children experienced the joys of summertime in Friendly Towns and at five Fund camps in upstate New York.

Donate

Every year, The Fresh Air Fund gives thousands of inner-city children the priceless gift of fun – and opens the door to a lifetime of opportunities. Whether it’s a two-week trip to the country to visit a volunteer host family, or a fun-filled and educational stay at one of our camps, our programs make for unforgettable memories – and open a world of new friendships and fresh possibilities. We are a not-for-profit agency and depend on tax-deductible donations from people like you to keep our vital programs flourishing.

Donate online now

Join Our Monthly Giving Program

For a few dollars a day, you can have a tremendous impact on the life of an inner-city child. Sign up to be a monthly donor today – easy, convenient, automated and life-changing.

Printable Donation Form

If you’d like to fax or mail in your donation, please print out a form and follow the directions below.

You can fax a completed form (with your credit card information) to (212) 681-0146 or mail one (with your check, money order or credit card information) to:

The Fresh Air Fund
633 Third Avenue, 14th Floor
New York, NY 10017

Make checks payable in US dollars to: The Fresh Air Fund.

Open a Printable Form

Donate by Phone

To make a donation by telephone, call us at (800) 367-0003. Please ask to speak with the Development Department.

Press Contacts

Sara Wilson, Outreach Coordinator
sara@freshair.org

Jenny Morgenthau, Executive Director
(212) 897-8898

Kate Brinkerhoff, Public Relations Director
(212) 897-8890

Andrea Kotuk, Andrea & Associates
(212) 353-9585

Multimedia Elements Download the Fresh Air Fund logo

Three Mistakes PR Folks Make Pitching Bloggers

Chris Abraham — Thu, 10 Jul 2008 20:22:22 +0000

Krishna De just wrote an article called How Not To Pitch A Blogger and it is brilliant and useful — “here are three of the many mistakes they made in the pitch:”

there was no personal connection in the email to me about why the story may be of interest to me and my readers
they did not give me anything of value to bring to my readers – no inside scoop so to speak or an offer of speaking to me to answer any questions
they made me click through to read the article in the press – many bloggers won’t take that extra click – and what’s more the article in the press was at best boring and certainly not newsworthy.
Busy blogger’s are like journalists – they want an inside and unique story that is going to be of value to their readers and they don’t have time to have to go into hours of research.

I personally don’t agree with the third bullet point if what Krishna is saying is that the entire pitch has to be inline. We find that all of our most successful pitches are as long as three brief paragraphs and as brief as one, with an “extra click” in the form of a Social Media News Release (SMNR). Here are some examples we have for I Will Not Be Broken, Survivor Corps, and Life Changing Box, for example. When it comes to email pitches, you have to have the blogger “at hello” and the trouble with big, annoying, inline content (inline in the body of the email or, egad, offered as an attachment) is that it is stuck in the INBOX and isn’t readily available to the blog — inline graphics can’t be copied and pasted to a blog post, but if you copy and paste something from a web page, it easily posts.

Offering content in an attachment or an inline pitch makes it impossible for simple posting — images and graphics break because they’re often locally hosted and not available online.

If you off-link to an SMNR, the blogger can readily copy and paste the content and also, in the copy-and-paste, include the inline graphics, images, and links in the blog post itself.

When we create a pitch and then link off the blogger pitch to an SMNR, we try to KISS — every extra link and extra paragraph and extra “rich text element” such as HTML and inline graphics that a pitch includes increases the change — the probability — that the pitch isn’t even going to get to the blogger and will end up either in the SPAM box or, even worse, stuck in the maw of the ISP itself.

The more brief and plaintext the pitch is, the better. We absolutely refuse to include more than one link from our pitches, even killing all hot links from the signature or anything else.

If you don’t have the blogger at hello, you’re done for, no matter how you do it: inline or linked-out.

Via Krishna De’s BizGrowthNews

Blogger Outreach is PR and Not Marketing

Chris Abraham — Thu, 05 Jun 2008 20:58:39 +0000

My Director of Operations, Saul Wainwright, wrote a very fine blog post, Spread The Word: Blogs Matter We Just Can’t Measure It!!, over on Marketing Conversation today in response to a blog post by Norman Birnbach of PR Back Talk titled How Do You Establish Metrics for a Blogging Initiative? Take A Page (Via Marketing Conversation):

Another day, and another blog post thanks to our efforts at Abraham & Harrison. Norman Birnbach over at PR Back Talk wrote this great post, How Do You Establish Metrics for a Blogging Initiative? Take A Page from the Campaign for Jerry White’s Book”, which talks about our successful blogger outreach efforts on behalf of our client Survivor Corps.
The goal of every outreach campaign is to get the “conversation” started and help keep it going. How do you do this? Norman shows some of the elements that we have used to promote both the Survivor Corps brand and the book, I Will Not Be Broken, written by the co-founder Jerry White.
First: craft messages that are specific to the demographics you are trying to talk to – no cookie cutting here!!
Second: make it easy for bloggers to blog. In other words create an SMNR – check out the two we created for the campaign here & here.
Third: be passionate about the conversation. This, in my opinion, is always the most critical element – get your team excited, get them talking, get them thinking. Excitement is infectious!!
Norman mentions an article that was recently written by Business Week called, Beyond Blogs: Thee years ago our cover story showcased the pheneomen. A lot has changed since then. I am not going to to into great detail about the article but what I will say is it highlights how things have changed. How powerful a blogger outreach campaign coupled with utlizing social networks like Facebook, Myspace, Twitter and Digg are in the world of PR.
The return-on-investment on a social media campaign is huge. Once you get the message out there it can keep propagating and spreading and you get to watch this happen. You get to see the blog posts go up, you get to count the visitors to your site, you get a sense of what people are thinking and feeling about your product. You never got this in traditional media – you sent out your message and then….well, that was the end of that.
What so many companies are still wanting though are metrics – how many people will “read” the posts, visit the blogs – how do you measure a conversation? How do you track where a story goes – where an email is sent, who read the post and then went home to tell their kids about the book? We can’t put numbers on this – it is “out of our control” just like the whole concept of social media – it is about loosing control and letting go. Ultimately it is a trust game. Trust your product, trust your social media team trust your demographic. Don’t get me wrong – we can give you certain measurements but in the end this is only a slice of the much bigger pie, and no one has truly figured out how to measure the much big network effect.
We are very stoked with the response that we have garnered so far for our clients. We know that we have done a good job getting the message out there and bringing it to people’s attention. I hope all of you get a chance to check out the book and ask any questions you have about all that we do over here (wherever that might be for a virtual company) at Abraham Harrison.

When clients come to us asking for conversion rates, metrics, CPM, penetration, eyeballs, and all of the rest of the numbers that are de rigeur in the world of advertising and marketing, we do our best to oblige. We really do. People want to speak numbers and they really want to be able to strictly quantify the spending of a budget with a nice solid number.

Truth is, as an insider, most of these numbers are sort of bullshit. Not because any firm is bullshitting, but because all the tools suck and because all the good tools are aimed squarely at easy-to-define web1.5 portal and ecommerce sites. Truth is, the influence of blogs and bloggers is generally not directly associated with how many folks visit but who.

Blogs are news sources. And, likes water sources, they’re generative dribbles that coalesce into mighty rivers, the portals and mainstream media. Bloggers and blogs are the source from which all downstream media trade is buoyed. New media bloggers, mainstream media columnists and pundits, and talk radio hosts have disproportionate influence on both the mediasphere in particular and on culture in general.

In my world, it isn’t a game of how many eyeballs, but whose. And since this is essentially a B2B campaign — PR exec to blogger and not PR exec to consumer — it is almost impossible to extract the kinds of metrics one expects from B2C campaigns. We’re not direct marketing, we’re doing pitches to folks who are in possession of their very own platform or organ: a blog or a forum. It is apples and oranges.

We use many of the same standards of success that traditional PR firms do: Are we getting coverage? Are we getting articles placed? Are we getting buzz? Is is the buzz good?

Are people picking up our news releases? Is the coverage directly connected to our outreach? Those sort of things. Also, is the tone of the coverage good, bad, neutral? Is the conversation infectious? Are we winning hearts and minds?

As part of our reporting we show volume, tone, penetration, influence, and trending; additionally, we offer analysis of the campaign as well as deeply consulting with the client in order to make sure our messaging is consistent with both who they are as well as steering towards who they want to be! See!

This isn’t marketing, this is PR stuff!

On Survivor Corps’ Blogger Outreach

Chris Abraham — Thu, 05 Jun 2008 16:50:32 +0000

Norman Birnbach just posted the first part in a series of articles about a recent blogger PR outreach that my company, Abraham Harrison, did on behalf of Survivor Corps. It is a very generous article and everyone here is very pleased.

Our goal for the Survivor Corps campaign was to promote both the introduction of Survivor Corps, formerly Landmine Survivors Network, and Jerry White’s new book, I Will Not Be Broken. Jerry, the co-founder of LSN and Survivor Corps, has been the perfect client and we are so lucky that they have allowed us carte blanche. Of course, the products sell themselves.

Another part of our campaign that Mr. Birnbach didn’t mention is social media outreach. We have created over 40 profiles on behalf of Survivor Corps, including very popular Facebook Groups for both I Will Not Be Broken and Survivor Corps, MySpace profiles for Survivor Corps and I Will Not Be Broken, as well as videos on YouTube. Please check out Norman Birnbach’s article, How Do You Establish Metrics for a Blogging Initiative? Take a page from the campaign for Jerry White’s book:

[...] I got an email from Jerry White’s organization, the nonprofit Survivor Corps., asking whether I would review his book, “I Will Not Be Broken: Five Steps to Overcoming a Life Crisis.” It provides a terrific perspective that has a number of different elements to it — and that’s one of the first lessons I took away, after talking with Chris Abraham, who is handling the outreach to bloggers.
According to Chris, the book appeals to many segments, including cancer survivors, veterans and their families, Christians and leadership. They’ve developed outreach for each segment. While that makes sense, too often organizations do a one-size fits all approach, and miss out working with individual segments.
What they’ve also done is make it really easy for bloggers to write and post about the book with a download page that provides:

Facts about the books’ publication schedule (including availability as an audiobook).
A synopsis of the book.
Sample chapter downloads.
Reviews and testimonials.
About Jerry White.
An overview of The Five Steps.
Various Excerpts.
About Survivor Corps.
Contacts.
Multimedia Elements.
Additional Resources.

Social Media and Tags.
They even made it easy for people to join Survivor Corps’ mailing list.
I will continue to explore other elements about blogging relations, based on an interview with Chris Abraham over the next week.
I will continue to explore other elements about blogging relations, based on an interview with Chris Abraham over the next week. [...]

Ultraviolent Ultraviolet Ultravisual

Chris Abraham — Sat, 15 Jul 2006 14:59:40 +0000

Ultraviolet is a visually exciting and not just because of Milla Jovovich’s bare belly, either.

I believe that all of my friends are snobs for snobbery’s sake. Ultraviolet, starring Milla Jovovich’s belly, is surely over-the-top and is not an indie film.

Milla Jovovich is perfect and fascinating and has been the fabric of post future films like The Fifth Element.

She is a legit cyberpunk. Milla Jovovich might be the most beautiful woman on the planet; Milla Jovovich can act well enough to rock the film.

Milla Jovovich’s body looks capable and she fits the role of Violet much better than Charlize Theron’s awkward interpretation of Aeon Flux.

Unlike Angelina Jolie who is too skinny and too busty to actually be Mrs Smith or Lara Croft. The capability of her skinny arms and skinny legs to accomplish any of that with the assorted weaponry (and weapons kick) is unlikely.

Impossible.

Carrie-Anne Moss is a capable badass is the Matrix trilogy. Carrie-Anne Moss appears capable of handling weapons and gear. And so does Milla Jovovich.

So, any of you who have heard awful things about Ultraviolet, don’t listen to them. The movie is visually stimulating.

Oh yeah, and I think there were other actors in Ultraviolet, but they’re really just corpses.

Katharine McPhee is a Pheenomenal Woman

Chris Abraham — Tue, 23 May 2006 19:11:57 +0000

Built like a woman should be!
From Wikipedia:

Katharine Hope McPhee (born March 25, 1984) is an American singer who is a finalist on the fifth season of American Idol.

Early career

Born in Sherman Oaks, California, McPhee has been singing since the age of two. Her mother, Peisha Burch McPhee, a vocal coach and accomplished cabaret singer, recognized a talent for music in her daughter and started training her. McPhee graduated in the class of 2002 from Notre Dame High School after which she attended The Boston Conservatory for three semesters with a concentration in musical theater. She left because she met a manager who wanted her to try out for parts during the television pilot season in Los Angeles. She did a pilot and an independent film.[1] At the Cabrillo Music Theater in Thousand Oaks, California, she performed the title role in a musical theatre production of Annie Get Your Gun. In June 2005 she played Anna Muir in The Ghost and Mrs. Muir, a musical by Scott DeTurk and Bill Francoeur, based on the book by R.A. Dick, at NoHo Arts Center in California.

Trivia

* McPhee lists Whitney Houston and Brian McKnight as her favorite artists.
* McPhee has a sister named Adriana, who is one year older.
* McPhee is left handed.
* McPhee is 5’7″ (170 cm).
* McPhee was rumored to be a Scientologist. In the past, McPhee had attended and completed two individual courses in Scientology.[2] However, according to an May 12, 2006 interview on Los Angeles radio station KROQ 106.7, McPhee stated she “dabbled in Scientology” because of a former love interest but is not a Scientologist; according to her, she was “quickly out the door.”[3]
* McPhee has a dog named Lily.
* McPhee has a goddaughter who was born during McPhee’s run in Hollywood.

During her initial audition for American Idol in San Francisco, she sang “God Bless the Child.” Judge Randy Jackson said she was the best voice he had heard so far that season, judge Paula Abdul praised her looks, and judge Simon Cowell said she was amazing and “current.” McPhee’s mother had gone with her to the audition, and Cowell made a comment about the possibility that the elder McPhee was a stage mother.

In the final cut-down show for the Top 24, McPhee was the first to be put through and, in excitement, kissed all three judges on the lips. She cried both when she passed her initial audition and when she made it into the Top 24.

In the first round of the semi-finals, she sang Barbra Streisand’s version of Buddy Johnson’s “Since I Fell for You,” again earning high praises as Cowell said that out of the four “very, very good vocalists” of the night, she was the best.

During the week leading to the third round of the semi-finals, where McPhee sang Aretha Franklin’s “Think,” she was rumored to be quitting due to pregnancy. However, during the performance show on March 7, 2006, she denied this accusation, later attributing it to a poor choice of clothing. Host Ryan Seacrest, with tongue-in-cheek, asked about her and fellow Idol contestant Kevin Covais.

During the week preceding the top 3 show, McPhee visited her former high school for her hometown celebration.[4]

McPhee’s run on American Idol led to the popular use of the term “McPheever,” coined by Ralph Garman of Los Angeles radio station KROQ’s morning show Kevin and Bean, and also “McPhan,” “McPhaith” and “Kat Pack.”

On the May 23, 2006, edition of NBC’s Today Show, Katie Couric mentioned news reports saying that Katharine’s greatest assets are her looks and strong fan base, while her greatest liability is the fact that her performances suffer when she is under pressure.

Performances

Semi-finals

* February 21, 2006 – “Since I Fell for You,” Barbra Streisand version.
o Cowell said that she was the best singer of the night.
* February 28, 2006 – “All in Love Is Fair,” Stevie Wonder
o The judges stated that they thought this performance fell victim to poor song choice, but Abdul thought that she was “still a star.”
* March 7, 2006 – “Think,” Aretha Franklin
o The judges stated that they loved this performance because she “had fun with it.”

Finals

* March 14, 2006 – “Until You Come Back to Me,” Stevie Wonder
o The theme was Stevie Wonder, and the judges stated that they loved this performance. Jackson said that the McPhee he “met during the auditions” was back. Cowell compared her gaining of momentum to Kelly Clarkson in the show’s first season.
* March 21, 2006 – “Come Rain or Come Shine,” Ella Fitzgerald
o The theme was 1950′s, and once again the judges were very impressed. Jackson noted that it wasn’t her best vocal performance, but it was still great. Abdul agreed wholeheartedly. Cowell noted that it was the performance that made her a star.
* March 28, 2006 – “The Voice Within,” Christina Aguilera – (Bottom 3)
o The theme was songs of the 21st century. Jackson thought she should have changed the performance up to make it her own. Abdul said she wouldn’t change a thing. Cowell said it was the best that night so far, and almost as good as Aguilera. During the results show, however, McPhee was placed in the bottom three, and Cowell stated that upon viewing the playback, she wasn’t nearly as good as he thought.
* April 4, 2006 – “Bringing Out The Elvis,” Faith Hill
o The theme for the night was country. McPhee was the eighth of nine performers that night. Jackson said: “Kind of bluesy country, yeah? I like it. You sang it very nice, very nice. Good job, dawg, good job.” Abdul said: “That is your style; that’s your niche. You look sexy, hot. You’re cool.” Cowell, looking a bit bewildered, said: “I don’t know what to say anymore; I really don’t. That song was just so peculiar.” At this point McPhee spoke up and said: “Simon, you just don’t like country music. It’s okay. Just say it,” with which Cowell agreed, saying: “You’re right, I don’t, I don’t. I hate it.”
* April 11, 2006 – “Who Wants to Live Forever,” Queen
o The theme was songs by Queen, and McPhee performed fifth out of eight contestants. The judges’ reactions were as follows: Jackson said: “This is your element, I mean a little Broadway, big song, kind of big voice. It was a little pitchy in spots, and I thought at some points it was a little big for you, but you did a good job, I think, all in all.” Abdul said: “You made the right decision to just stand there and be glorious, with your glorious voice. I mean it’s a song that big singers like Celine Dion and Barbra Streisand take on; and you, Katharine McPhee, can handle it, and you did a great job.” Cowell said: “Katharine, I mean that was almost the moment. You know, I agree with Randy [Jackson], I think there were some tuning problems at parts. I think you owe a big kiss to the director and the lighting director there, because they made you look amazing — I mean really good. But overall I think it was probably one of the strongest tonight. Yeah. Very good.” McPhee then responded, “Thank you, I know, I do. Thank you, guys,??? in response to Cowell’s comment about owing the directors a kiss, as she turned and thanked them.
* April 18, 2006 – “Someone to Watch Over Me,” George Gershwin
o The theme was “The Great American Songbook” by Rod Stewart. McPhee performed last that night. Jackson said that McPhee was in her “element.” Abdul believed that she picked the perfect song and told her that it was like watching her for the very first time, and that she had fallen in love with her all over again. Cowell said that she made the others look like “good amateurs.” He told her she was the best of the night, and that she was elegant and sang like a returning pro. Rod Stewart himself told her that he believed she was born to sing the Standards, and that he couldn’t think of anything else to say about her, other than the fact that she was brilliant.
* April 25, 2006 – “I Have Nothing,” Whitney Houston – (Top 2)
o The theme was “Greatest Love Songs.” Jackson said that it was a good song choice but it was too big for her. Abdul said she was stunning but believed it was too pitchy. Cowell said that by coming out and singing that song she was saying she is as good as Whitney Houston. Seacrest jokingly remarked that McPhee would get votes from anybody with the volume turned down. The following night, Cowell took back his statement, saying that when he watched it back, it was a good performance. Jackson also apologized by saying that he had been a little bit “too harsh.” McPhee was among the top two vote getters on elimination night along with fellow contestant Chris Daughtry.
* May 2, 2006 – “Against All Odds (Take a Look at Me Now)”, Phil Collins; “Black Horse and the Cherry Tree,” KT Tunstall
o The theme for the night was for them to pick a song from the same year they were born, and a song from this week’s Billboard charts. For “Against All Odds,” Jackson thought her performance may have been in the wrong key for Katharine’s voice, but it was OK. Abdul said it wasn’t her favorite song choice for her. Cowell said that in parts the song was a mess, and that it ran away from her. They all thought she looked stunning in her dress. For “Black Horse and the Cherry Tree,” Jackson liked seeing the old McPhee back. Abdul loved the intimacy and the choreography. Cowell said the song choice was great for her and it really showed her personality. He liked how her toes matched her top.
* May 9, 2006 – “Hound Dog/All Shook Up” and “Can’t Help Falling in Love”, Elvis Presley – (Bottom 2)
o The theme was Elvis Presley. For “Hound Dog/All Shook Up”, Jackson asked if she forgot the lyrics but Abdul said she handled it well and that the performance was “really fun”. Cowell said it was a “desperate manic audition” and that the song was also “shrieky” and for him, he just thought that it “wasn’t a great performance”. For “Can’t Help Falling in Love,” she received mixed reviews, as well as Abdul commenting that she preferred “Katharine having fun” and Simon noting the song as being “pitchy.” On May 10, 2006, McPhee was in the bottom two with Chris Daughtry. Daughtry was eliminated from the competition.
* May 16, 2006
o Clive Davis chose R. Kelly’s “I Believe I Can Fly” for McPhee. Jackson thought she did well, but the song choice was bad and she wasn’t “that singer.” Abdul, after some pause and inspiration from an audience member, said that McPhee was incredible, and that she looked fabulous. Cowell enjoyed the performance.
o Cowell chose “Over the Rainbow” (originally made famous by Judy Garland) for McPhee. Jackson was blown away, calling her “a hot one,” and declaring that she had the best song of the season. Abdul was also impressed, saying that song was her “element.” Cowell said that he was very happy for Katharine and, putting the fact that he chose the song aside, he thought it was the best performance of the competition to date. He also added that it was brilliant.
o McPhee chose Ella Fitzgerald’s “I Ain’t Got Nothin’ But the Blues” for her final song. Jackson said it was good, but not to the extent of her second song. Abdul agreed, once again saying that McPhee’s second song was her “element.” Cowell said it was okay, and he wished America had seen her second song last instead. McPhee made it to the final two, along with Taylor Hicks.
* May 23, 2006
o McPhee’s first song was Black Horse and the Cherry Tree from the Final 5. Randy Jackson said it was better than the first time. Paula Abdul said that Katharine was brilliant. Simon Cowell said it was good, but not big enough for this event.
o McPhee’s second song was Somewhere Over the Rainbow from the Final 3. Jackson said it was amazing and hot. Abdul said it was great. Cowell said it was her best performance of the season.
o McPhee’s third song was an original single called My Destiny written by singer/songwriter Hanne Sorvaag. Jackson said McPhee looked and sounded amazing, but she was better than the song. Abdul agreed that Katharine sounded amazing. Cowell said that this song made her go from “brilliant” to only “quite good”, but her second song was where she truly shined.

Phenomenal Woman by Maya Angelou

Pretty women wonder where my secret lies.
I’m not cute or built to suit a fashion model’s size
But when I start to tell them,
They think I’m telling lies.
I say,
It’s in the reach of my arms
The span of my hips,
The stride of my step,
The curl of my lips.
I’m a woman
Phenomenally.
Phenomenal woman,
That’s me.

I walk into a room
Just as cool as you please,
And to a man,
The fellows stand or
Fall down on their knees.
Then they swarm around me,
A hive of honey bees.
I say,
It’s the fire in my eyes,
And the flash of my teeth,
The swing in my waist,
And the joy in my feet.
I’m a woman
Phenomenally.
Phenomenal woman,
That’s me.

Men themselves have wondered
What they see in me.
They try so much
But they can’t touch
My inner mystery.
When I try to show them
They say they still can’t see.
I say,
It’s in the arch of my back,
The sun of my smile,
The ride of my breasts,
The grace of my style.
I’m a woman

Phenomenally.
Phenomenal woman,
That’s me.

Now you understand
Just why my head’s not bowed.
I don’t shout or jump about
Or have to talk real loud.
When you see me passing
It ought to make you proud.
I say,
It’s in the click of my heels,
The bend of my hair,
the palm of my hand,
The need of my care,
‘Cause I’m a woman
Phenomenally.
Phenomenal woman,
That’s me.