Back on Thursday, January 25th, 2007 at 09:08, I wrote an article an article about Julie Roehm after I spotted her when I spent a week in Wal-Mart’s Bentonville Home Office in “Action Alley”, Edelman and Wal-Mart’s Bentonville side of the tin can phone to the Washington “Wal Room.” I spent that week in Bentonville, Arkansas, living in Edelman’s corporate apartments as an employee of Edelman and a guest of Wal-Mart and was pretty darn wowed by the only person in Bentonville with any star-quality or showmanship, Julie Roehm:

To be honest, in a world of cheap putty-colored cubes and battleship gray halls, Julie Roehm was the only heat in the entire marketing, creative and communications office. She was blond, brassy, hot, and always on the phone. She smiled and gesticulated. She closed the door to her green office whenever she pleased. I wonder if she took out her own trash.

Everything else at the Wal-Mart home office in Bentonville, Arkansas, was cheap, frugal, putty-colored, and practical.

Julie Roehm turned heads when she painted her windows-free office chartreuse in an attempt to breathe any energy of excitement at all into a company that is so frugal that it demands its executive employee to collect and put out its own trash every night.

Did I mention that she is striking, slender, fit, and charismatic? Antithetical to Wal-Mart, antithetical to Bentonville.

Well, I recently stumbled upon Julie Roehm’s new website and I really want to share with you all that is Miss Julie A Roehm from a profile interview on her website:

She’s been called Fearless.  Resilient.  Dynamic.  Even… “Unruly”.

Julie Roehm is all that and more.

Bold and brilliant, Julie is a powerful, charismatic marketing visionary.  Her keen ability is the result of calculated daring, deep experience and wide range.  She is a catalyst for change— the best at what she does.  Her penchant for taking on the greatest challenges and come out ahead, on top and up high is legendary.

Julie, who finds inspiration in smart quotes by an eclectic group of thinkers, sprinkles her conversation with words that shape her own philosophy and experience.

You immediately know she is courageous, brave, in command.  When I tell her this, she smiles that trademark Roehm smile, mix of fine intuition, confidence, fierce focus and remarkable intelligence.  “Fearlessness is like a muscle.  The more you exercise it, the more natural it becomes to not let fears run you…that’s a favorite from Arianna Huffington.”

Clients seek her because she’s a warrior with a guru-like ability to feel and predict what makes consumers need, not want.  Believe, never doubt.  Buy, not browse.  Rev up, not idle.

Notoriously unafraid of controversy and a good, clean fight for the right, Julie is an intrepid, yet infinitely calculating innovator.

She is famous for her tactical savvy, known for looking an obstacle in the eye and pushing it aside, and highly respected for her ability to win the challenge that has yet to show itself.

Julie pours her soul and her passion for results into everything she does.  And like Edith Sitwell, she is patient with stupidity but not with those who are proud of it.

Today, Julie Roehm soars as one of the most successful, in demand global marketing, new media, advertising and innovative brand building consultants in the country for one simple reason: she’s right on target more often than most.  She is never afraid to call it as she sees it…popular or not.

Julie’s strength is rooted in her education, experience and personal devotion to excellence. She’s a Purdue University civil engineer with a University of Chicago MBA.

Julie wins for her clients because she leverages emotional intelligence and a gift to ideate, strategize and maximize— rare breed.

Nothing Julie does, from evaluating the subtleties of research insight and advertising, to scrutinizing measurable returns on investment, is gratuitous.

She is always ten moves ahead of the game, the competition, the obtuse.

Julie is a marketing and new media chess master, the equivalent of Bobbie Fischer in an international consumer arena.  Her client roster swells with high-tech players, international firms and European conglomerates.  Why?  Because avant garde thinking matters, and Julie’s compelling need to succeed produces tangible measures and results.  Bottom line, she delivers the goods— always.

Julie possesses an alchemist’s touch for identifying and strategically targeting the needs of the consumer.  She gathers, balances, analyzes, refines and divines.  When she bottles the final result, consumers buy it because it’s…just right.

Take for instance her footprint in the automotive industry, where she landed after successful stints at Bristol Myers and American Airlines.

First, Ford.

Julie did what very few have been able to do in modern automotive history: shoot to the top in a dizzying ascent propelled by slam dunk win after outta-the-park hit.  Always ahead of trend, predicting, feeling and shaping desire, she was responsible for the astounding success of the Ford Focus launch and virtually redefined viral, multimedia, multiplatform marketing, advertising and promotions.

Accountable to the last penny, Julie over delivered on sky high goals:  she sold 300,000 Focus units in its first model year with 50% of the sales contributed to consumers under 35 years old, and Launched two Special Edition Focus’ in partnership with Sony and Kona bikes, providing incremental sales of 12,500 vehicles, profit of more than $20 million as well as improving residual unit value.

Before leaving Ford, Julie was responsible for a half-billion dollar marketing budget for Ford Division cars and minivans, she brilliantly negotiated and executed a partnership between Nickelodeon’s Blues Clues and the Windstar as part of an integrated marketing program including Blues Clues TV, Blues Clues magazine, website, and Blues Clues Live tour, led communication strategies for Ford Thunderbird launch, as well as Ford Focus episodic launch.

Fast Forward to DaimlerChrysler.

She rocked the truck market with Aerosmith and Dodge Ram.  She sponsored the provocative, controversial and unforgettable Half-Time Lingerie Bowl, gave birth to the Mayor of Truckville campaign, and created one of the most valuable, equitable ad tags ever: Dodge. Grab Life by the Horns.

When I asked Julie why she was so passionate about potentially controversial tactics, she responded with a remarkable quote from Beaton,  “My personal ethos is to be daring.  To be different, to be impractical, to be anything that will reassure integrity of purpose and vision against the play-it-safers, the creatures of the commonplace and the slaves of the ordinary.”

She then added, “That depth of daring and innovation “sears” a brand in the soul of the consumer. If they truly believe we’re as authentic, bold and original as they feel, our brand will become a projection of their personality, a necessary and essential part of who they want to be.  And make no mistake, it’s always about who they wish to be, and become.”

Julie also directed the launch of the groundbreaking “That thing gotta Hemi” campaign, touted as the most successful automotive advertising campaign of  recent times, contributed $15 million to turnaround plan, achieved a 20% production improvement, reduced advertising development by 65%, and propelled the website development of dodge.com resulting in over 300% increase in unique hits, and multiple awards including Ad Ages Top Automotive Sites.

In her last position at DC as Director of Marketing Communications, Chrysler, Jeep and Dodge, Julie made magic with a $2.1 billion marketing budget, led domestic and global marketing communications strategic plans, directed worldwide development and integration for advertising, merchandising, licensing, events, auto shows, motorsports, CRM, Internet, games, promotions and media across the brands.

Showing her touch once again, Julie invested in hugely profitable latent markets before they became mantra for most Fortune 500 Companies.  She was a powerful advocate and supporter for the strategic development, communication and execution of Dodge, Chrysler and Jeep dealer advertising and marketing tactics targeting urban, African American, Hispanic, Asian and GLBT markets.

Julie also launched the Chrysler “Inspiration Comes Standard” campaign,  ideated and directed the launch of the all-new Chrysler 300, leading to over 100,000 handraisers in the pre-launch phase as well as a sold-out vehicle position.

And because she’s got the stamina of Secretariat and Man O’ War, she oversaw 11 product launches in a calendar year, led a gaming strategy touted as one of the most progressive in the industry, and achieved more in her tenure than most top-suite, corner-office execs do in a decade.
Above all, Julie is the indomitable innovator companies need to thrive today and tomorrow.  “It’s a simple choice,” she says.  “My work is a revolution, not just an evolution.  That’s what my clients deserve. That’s what they need to win in a flat world: SMART REVOLUTION.”
Julie’s smarts and bravura strategically lead the pack to war and victory no matter what the challenge brings.

Example? She single handedly spun the media selling industry into frenzy with her courageous and brilliant proposal for a new, market driven media buying process based upon the NASDAQ system.

The Rainmaker also predicted a future where media would mean broadband and two-way devices. Results? Unending buzz in Ad Age, Automotive News, NY Times, Jack Myers Report and other notable publications.  Julie also created a marketing and agency executives forum that in turn formed a partnership with eBay to build an online Media Exchange.  In August of 2007, the forum’s goals came to life and the Oxygen network became the first to sell its media via the exchange to Intel.

Here Comes Wal-Mart So, what did Julie Roehm do at Wal Mart? Rethink, reshape, challenge and innovate. The rest is fodder for the water cooler, or as Julie herself quotes from Brinkley, “I am successful because I’ve learned to lay the strongest foundation with the bricks that others have throw at me.”  In a year, Julie took massive steps to empower, transform and increase brand image and profitability with Wal Mart’s $800 million marketing budget.  She completely redirected and refined Wal- Mart’s marketing approach to project and reflect new corporate direction.

Almost single handedly Julie ideated, developed and implemented a world-class, global marketing communications strategy and the structure needed to successfully execute. In order to maximize results in record time, she also revolutionized marketing direction for Wal-Mart stores in the US, directed overall development and integration for advertising, merchandising, signage, events, interactive communications, promotions, media and TDMs, captained a comprehensive advertising agency review for advertising, media, interactive marketing, direct marketing, in-store marketing, new media, Hispanic, Asian and African American marketing communications, and led several, highly successful campaigns such as the HDTV campaign, Holiday campaign, Back to School online campaign, and the development of a toy youth project led by two animated characters named Wally and Marty.

Her Wal-Mart Toyland micro site with Internet based wish list for kids resulted in 175,000+ unique visitors a week spending 10 minutes +, and browsing 35+ toys.  Julie also expanded Wal-Mart’s Latin Grammy Sponsorship to better reach a younger demographic, led the “Everyday Green” partnership with MTV to engage 18-30 year olds, launching with a pop-up store in Times Square, managed the $40 million marketing production budget and realized savings of over $2 million through more efficient production.

The Rainmaker, Today.

Julie was most recently sought and cast as a judge on JINGLES, a show from executive producer Mark Burnett, currently in production and slated to premiere later this year on the CBS Television Network.  She was chosen for the show for three simple reasons: marketing acumen, courage and charisma.

As co-founder of Backslash Meta, LLC, Julie jets around the globe advising and building new models for clients like Credit Suisse, Sports Illustrated, BIAP, GLG, MCC, MediaLink, OTX, SpeakWithMe, Hispanic Market Weekly, Blue Diamond Ventures, Clear Story Systems and many more.

Along the way, Julie has earned numerous awards.  She has been named, quoted, touted, praised and inducted.  She has also been criticized, accused and attacked. But when I ask Julie about that she laughs and waves a graceful hand.  “I’d be worried if people didn’t talk about me, because it would mean I stopped doing the bold and visionary thing that needs to be done, that no one else has the courage to do.”

She sits back, tall and regal, smiles and quotes Alex Bogusky, “Life conspires to beat the rebel out of us all.” Then she leans forward, hands intertwined, elbows on knees, full court presence.

I’m expecting heavy words, Tolstoy or Joyce.  But no— always a delightful and surprising thinker, Julie gives her closing statement with gravitas, “Be who you are and say what you feel, because those who mind don’t matter and those who matter don’t mind.”

When I ask her if that’s Whitman, she explodes with elegant laughter and shakes my hand. “Nope.  Doctor Seuss.  And don’t you forget it.”

Julie Roehm is indeed, unforgettable.

I got trained up in marketing and evolved into PR and there is a convergence going on. Not just between PR and marketing but also with advertising and … SEO (yes, I said it). David Hargreaves of Bitemarks agrees that there is a strong convergence — and so does the originator, Jeremiah Owyang:

Jeremiah Owyang produced an interesting piece earlier today asking what will happen to PR firms in a recession based on research among 200 PR agencies. I must confess I am not surprised to see that a small majority of firms are predicting that PR budgets were smaller than they were in fiscal 2008, but then if you if you look at any operating cost, I would be surprised if this wasn’t pretty much tracking the downward pressure on all operating costs.

Having said that I think cost reductions fall into two categories: reducing costs because in this climate ‘you can’ and ‘you need to be seen to’ and then there are those companies that are having to reduce costs because ‘they must’. I wonder what if the PR budget reductions are greater or smaller than comparable ad budgets?

I both agree and disagree with the second point Jeremiah makes when he says that “things don’t look too rosy for the PR industry.” If you are a traditional PR agency doing the same old stuff then I would be worried. However, if you accept that the world has changed and embracing social media is neither an option or an add on to your traditional offering then the world looks rosier.

By putting social media at the centre of what we do, we have a fantastic opportunity to extend our remit more broadly into the world of online marketing. Far from being gloomy, as someone who has been involved in the PR industry for 20 years and who has always embraced technology, the future for the industry has never been more exciting.

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.

My friend Todd Tweedy popped me the following press release that I would love to repeat for him, back-scratching and all.  Don’t judge me!  For more information, check out the Audience Machine website!

Social Networking Pioneers Launch Audience Machine To Help Online Brands Leverage Shared Interests Across Social Networks

Audience Machine to provide unique social networking technologies and viral marketing services to Brands, Entertainment, Health & Wellness and Education Companies

Los Angeles, CA and Charlottesville, Virginia - February 17, 2009 – Social networking and viral marketing expert, VBMA (Viral & Buzz Marketing Association) board member, and Perceptions, Practices & Ethics in Word of Mouth Marketing author Todd Tweedy today introduced, Audience Machine Inc., a unique technology company helping online brands who want to identify, cultivate and mobilize communities of individuals with shared interest across social networking sites to build their businesses using Audience Machine’s online marketing tools.

Guided by Tweedy, and video technology pioneer and advertising veteran Dan Bates, Audience Machine helps brand and product managers, chief marketing officers as well as ecommerce executives to establish new networks of social networking connections and dialog in support of purchasing preferences and participation in word of mouth referrals.

“Social networking sites like Facebook and MySpace are relationship amplifiers for brands, products and services that can have a profound influence on preferences, referral behavior, information consumption and internet usage if advertisers are prepared to listen to, act on and match the right technology and community practices to support a desired purchase outcome or subscription,” noted Todd Tweedy, co-founder and CEO of Audience Machine. “There is a natural migration of dialogs from offline sources to online social sharing sites. Marketing executives want to embrace customer-facing ad strategies and incorporate social networking processes in their firm’s online marketing DNA that can boost product perceptions and potential sales but many enterprises lack the expertise and resources to realize those objectives. Audience Machine was founded to give online brands unique technology solutions, community development processes, marketing services, analytics, and expertise they need to engage and collaborate with audiences.”

Audience Machine also announced that is has signed a strategic business development consulting agreement that will be led by Provident Financial Management, a prominent established leader in entertainment and media business management.

“Audience Machine is at the heart of an evolving consumer-facing marketing phenomenon that is transforming connections on social networks into a powerful audience generation channel. Led by an experienced executive team and founded on concrete business fundamentals with a number of high-profile clients already on board, Audience Machine is a rising star among our media and communication clients,” stated Craig Sussman, Business Development Director at Provident. We’re excited to support Audience Machine as they grow their technology and services business practices with customers that want and need to expand and sustain business growth by creating networks of social commerce.”

Word of Mouth Communications Opportunity

The eighth annual Burson-Marsteller/PRWeek CEO Survey published in November 2008, which surveys CEO’s about the changing influence of different types of media as well as plans for digital communications including social networking, reported that 60% of CEO’s noted that word of mouth has the fastest growing influence on business in the past three years but that just one-fifth of firms have used social media to communicate with stakeholder groups.

The proliferation of social networking and community sites has transformed viral and word of mouth marketing practices into a practical and necessary communication solution due in part to research findings that note that nearly 80% of consumers trust recommendations from people they know over all forms of advertising and marketing. These authentic and trusted voices serve an important role by distributing compete information for others to act upon across search engines and into indexes of shared knowledge that people can access along with advertiser-generated experiences and evidence whenever 1,463,632,361 internet users from around the world – based on Internet Usage and Population in North American data provided by Internet World Stats – need to research a brand, product or service.

Audience Machine Team

Led by Tweedy, who’s career started in the political grassroots mobilization arena working on Presidential, Senatorial, Congressional, Inaugural and issue-based public relations campaigns, the Audience Machine team has 35 years of combined leadership experience in online marketing, real-time communications, ASP development, video ad technology, viral marketing, search engine optimization, and community development practices.

Dan Bates, co-founder, president and COO brings a vast wealth of knowledge in community technology development, online video, online advertising and a decade’s experience in filmed entertainment and music. Bates previous served as CEO of Avant Interactive, an object-based video ad serving technology provider.

About Audience Machine

With offices in Los Angeles, California and Charlottesville, Virginia, Audience Machine is a provider of unique community technology solutions and online marketing services. Audience Machine works with online brands to identify, cultivate and mobilize communities of shared interest to establish social commerce that CMO’s, brand and product managers, and ecommerce executives can enlist to grow their business. The company is privately held. For more information, please visit Audience Machine’s website – http://www.audiencemachine.com, email info@audiencemachine.com, or call 1.800.573.1536. Audience Machine is presently engaged with several beta customers and will release its first product in Q2 of this year.

About Provident Financial Management

Established over twenty-five years ago with offices in Los Angeles, Woodland Hills, San Francisco and New York, Provident has become a leader in various entertainment and media business management practices. Provident recently established a strategic and business planning department to assist mid sized and emerging entertainment and media companies with their growth and business development needs. Provident Financial Management is part of RSM McGladrey one of the largest and most prominent accounting firms in the world. For more information on RSM McGladrey, please visit http://www.rsmi.com.

Keyword Tags:
social networking, online marketing, viral marketing, audience machine, provident financial management

PR Contact: Todd Tweedy
434.996.6370
todd@audiencemachine.com

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I spoke to two classes of communications majors today about digital PR and social media marketing. It was a wonderful experience. The University of Maryland undergraduate course was called Comm350:  Public Relations Theory and their communications professor, Sahar Mohamed Khamis, was amazing generous and welcoming, basically handing me the reins to her class, sight unseen.  The class is described as:

The historical development and contemporary status of public relations in business, government, associations and other organizations. Application of communication theory and social science methods to the research, planning, communication and evaluation aspects of the public relations process.

Everybody was super bright and super nice to me. One thing I was concerned about is that in both classes I taught today, both Comm350, only a couple people had Twitter accounts and I think there were just a couple folks who have a blog or who had every blogged.  And these are our future PR professionals.  Of course, when I asked, 100%  of the students in both classes were on Facebook.  Natch.

Well, I presented my A Guide to Blogger Relations slide show and then took questions.  I told them that blogging, Twittering, and participating in the wider conversation would almost guarantee them a good job at a local or national agency after college.  I told them that they should all, separately or in concert, start writing a blog about their take on communication, on advertising, on popular culture, on television, on PR, on social media — that the thing they learn in class every day would be interesting to the blogosphere, seen through their young eyes.  That there is no doubt in my mind that you can really and truly write yourself into the job of your dreams and if they didn’t blog, all of them, they were darned fools (well, maybe I didn’t say it — it was implied).

I receive quite a thank you note from one of student from the first class, Miss Chelsea Clark, who not only asked a question but also said the following nice things — a mixture of review, testimonial, and, I dare say, her first blog post once removed:

I walked into my Comm350 class on Tuesday expecting to sit there taking notes for an hour and a half like usual. Instead, our professor announced we were  having a guest speaker. I was thinking to myself that this could go one of two  ways: really interesting and way better than cramping my hand taking notes, or  really boring and put me to sleep.

Our guest speaker took the floor and introduced himself and described what his company does. I’ve learned about blogs in PR before, but I was never really able  to link the two together. Yeah, so blogs are a new media outlet, but how does  that help clients? How do businesses personally benefit from random people  around the country writing about their hobbies and interests? I never really  understood the connection until Chris’ presentation.

He described how he would have his team search for blogs that were written about topics that relate to his clients and then send out mass emails to the  bloggers to ask them to write about his clients. He was worried that we would  think he was a spammer, but, having made many annoying calls and emails to  reporters myself, I knew how he felt. He then showed us results of actual  bloggers that wrote about his clients. He got so excited! We all recognized this  feeling, for being PR people ourselves, we know how satisfying it is to have free  publicity.

I thought that Chris did a really good job with his presentation. I followed what he was saying the whole time and enjoyed some of his nerdy antics. I think  some of the people in the class were less interested or maybe didn’t follow what   Chris’ company is responsible for, either because they were pretending to take  notes while really checking their facebooks or because they are still a bit  unfamiliar with PR and got a little bit confused.

For me, the presentation was enlightening, exciting, and interesting and showed me new ways of getting publicity without necessarily resorting to TV and  newspapers. I would definitely recommend him to other PR college classes that  are looking for guest speakers!

That, Chelsea, really made my month.  I appreciate the kind words and thank you, again, to professor Sahar Khamis

who will soon be coming out with a really compelling new book you should all pre-order on Amazon,  Islam Dot Com: Contemporary Islamic Discourses in Cyberspace.  I look forward to it.

Also, if you’re curious as to the content of the slide show and the presentation I did, here it is inline for your enjoyment… however, I need to record one with my insight, wit, and wisdom one of these days soon:

Othersource in Poland partnered with McKinney ad agency to build a Flash 3D engine with artificial intelligence for the McKinney website that’s launching this week.

Compared to other sites in the Semantics category, this one has an unusual level of interactivity. Users can ask the site questions, via the keyboard, using everyday language and expressions, and the proprietary “conversation engine” will decipher them and then fetch relevant results.

This means the user becomes liberated from the navigation. You no longer need background information to search the site – you just ask it a question.

Also, the site is completely index-able, bookmark-able, etc… from every page – even the video thumbnails have a unique URL. And every single page is a printable PDF, laid out for A4 or newsletter.I also found a nice blog post about it over at AdLab, Agency Site With a Chat Bot:

McKinney has built a Pandorabot-based chat bot (aka “conversation engine”) into its brand new site with a somewhat trippy interface. See if you can catch answers that were pre-scripted to make the machine sound particularly intelligent as opposed to the generic chat bot cop-outs like “Say what?” or “Come again”. – thank you, Michelle

Here’s the proper press release from McKinney.com:

McKinney.com – A Website You Can Talk To

Warsaw, Poland (February 10th, 2009) — Warsaw-based interactive agency Othersource announced today the launch of McKinney.com, a groundbreaking website created in partnership with the awardwinning advertising agency, in Durham, N.C.

Conversations with a website
Using cutting edge technologies, the new McKinney.com is reinventing the conversation had between the ad agency and its audience. Compared to other sites in the Semantics category, the site possesses an unusual level of interactivity. Visitors are able to ask the site questions, via the keyboard, using everyday language and expressions, and the proprietary “conversation engine” will decipher them and then fetch relevant results.

The functionality is groundbreaking. The back-end employs a 3D Flash engine with artificial intelligence, and the interface design is cutting-edge, making it one of the most experiential and unconstrained agency sites on the Web.

Unique tech mix
Othersource worked with linguists who understood, on a high-level, the structure of language. They also enlisted programmers familiar with semantics to help develop the sophisticated algorithm. “Creating the conversation engine’s ‘brain’ was quite labor intensive,” said Othersource Managing Partner Thomas Krotkiewski. “We enlisted two linguists (one a PhD from the University of Oxford), to analyze questions provided by McKinney, and to supply us with all possible ways the questions could be posed. If this search method fails, a backup proprietary tag search function will launch and search matching content. And finally, if the answer is still thought to be inadequate, the question is forwarded to McKinney for human processing. To be sure the conversation engine learns from its mistakes, there is a conversation history log on the proprietary Content Management System. This level of integration between conversation engine and website is completely unique,”

“We were looking for a production partner who would not only bring our vision to life, but enhance it,” added Keith Ciampa, who served as McKinney’s interactive creative director on the project. “Most true innovation happens on the fringes of the industry, by people who are passionate about what they do and willing to take risks. When we explained our vision for a conversational site, based on a completely open architecture, which could grow and become smarter the more it was used, Othersource knew we were asking for something that had never been done, and they couldn’t have been more excited to help us figure it out.”

Conversation-driven search
A proprietary tag search was built into the back end of the new site so search results can be presented dynamically, and not just direct visitors to a static page. For example, a visitor can ask a question like, “show me TV campaigns for client X from November last year” and an animated 3D tunnel will appear, with search results as moving thumbnail images, that the visitor can fly through. “As far as we can tell, this functionality is unique,” said Krotkiewski.

Like gas molecules
The site has an advanced 3D graphical interface. “The key to the 3D interface is the ‘cloud view,’ which shows a cloud of graphical thumbnails, moving like molecules in a gas, bouncing randomly off each other while also reacting to mouse input. The cloud can be filtered by the visitor to only show thumbnails representing certain types of content,” said Martin Ignaczak, Account Director at Othersource.

Flash without drawbacks
The site has overcome the limitations of Flash: “The site is fully searchable by Google, each page can bookmarked and linked to, and each view can be downloaded as a printable PDF,” continued Ignaczak. Working in the virtual

New technologies were key to organizing the project. Othersource used video-conferencing, VoIP, instant messaging, e-mails, and other electronic means of communication to coordinate the work with McKinney. “We only met face-to-face after the launch, which proves we are able to run even very complex projects completely in the virtual,” added Krotkiewski.

“We are honored by McKinney’s decision to partner with Othersource for the production — we were competing with some quite well-known US interactive agencies in the pitch. Being chosen in spite of being based overseas is quite a feat. We hope this project is the beginning of a long relationship with McKinney. We also expect it will generate more opportunities for us in the US overall,” said Krotkiewski.

“Partnering with Othersource on this project was both a rewarding and challenging experience,” said McKinney Interactive Technology Director Trevor O’Brien. “The biggest hurdle was taking existing technologies and customizing them to work together in ways they were not initially intended to. Othersource helped deliver a site that is an experiential and innovative place to interact online. It’s exciting to see what two like-minded teams can create together.”

About Othersource
Othersource provides interactive services from strategy to production to companies around the world. In 2008, the agency participated in projects for companies such as MetLife, The National Constitution Center in Boston, Accenture Poland, Puma, Imation Europe and others, in Poland, Sweden, Holland, the UK and the USA. The majority of its clients are Advertising and Interactive agencies that need support in creating campaign strategies, creative concepts and interactive production for their clients. About McKinney McKinney is an independent advertising agency that’s focused on reinventing the conversation between people and brands. Our goal is to lead the convergence of offline and online (today, 35% of our revenue is interactive and 88% of our frontline staff is actively engaged in the digital space), to identify relevant applications for new technologies and to deliver game-changing ideas that deliver extraordinary results for our clients, their customers and our people.

Founded in 1969, the Durham, NC-based agency’s clients include Coldwell Banker, Gold’s Gym, Major League Gaming, The NASDAQ Stock Market, Partnership for a Drug-Free America, ProShares, Qwest Communications, Sherwin-Williams, Travelocity, Virgin Mobile USA, Virgin Atlantic Airways, and Brown- Forman Corporation brands Bonterra, Chambord, Sonoma-Cutrer, Southern Comfort and Tuaca.

Most recently, Virgin Atlantic Airways and McKinney took top honors at the Interactive Advertising Bureau’s MIXX Awards that celebrate the “mixx” of creativity and effectiveness in digital marketing. Virgin Atlantic’s experiential launch, “Love from Above,” won a Gold MIXX in the Mobile Platforms category for the company’s first-ever WAP site.

For more information, visit our website at www.mckinney.com or the McKinney Newsroom by contacting Janet Northen at janet.northen@mckinney.com.

Additional information:
Thomas Krotkiewski
Managing Partner
Othersource
+48-601-145398
thomas@othersource.com
Timezone: GMT+1
Janet Northen
Partner & EVP, Director of Agency Communications

Janet Northen
Partner & EVP, Director of Agency Communications
McKinney
+1 919.313.4062
janet.northen@mckinney.com

My friend Mike Signer is running for Lieutenant Governor of Virginia and has started his campaign. Please be sure to support this fine gentleman in his campaign — please check out Mike Signer’s web site and read the information I just received from him via email, announcing his campaign:

This weekend in Richmond, I’ll join Democrats from across Virginia at our annual Jefferson-Jackson dinner.  From the decade-plus I’ve been working in the trenches of Democratic politics around the Commonwealth, I know the JJ is one of Virginia Democrats’ favorite events.  But this year in particular – on the heels of the victories of President Obama, Senator Warner and Representatives Perriello, Nye and Connolly – the JJ will be a particularly exciting opportunity to share my vision for the future of the Commonwealth with activists from across Virginia.

As you may know, I recently decided to run for Lieutenant Governor of Virginia.  I’m running because I strongly believe that our problems today are so urgent they demand something more from the office of Lieutenant Governor.  If we turn this office into a public advocate for all Virginians rather than just a placeholder it’s been under the Republican incumbent, Bill Bolling, we can take on great challenges together, including:

• Strengthening our economy while cracking down on predatory practices,
• Getting our priorities on energy and the environment right and creating thousands of new green jobs,
• Meeting the sacred contract we have with veterans and their families and
• Strengthening our democracy here in Virginia.

Although the Lieutenant Governor candidates will not be speaking, I wanted to make sure you know about the event and – most importantly – that you’re invited to our reception afterward.  Immediately following the dinner, we’ll be hosting a hospitality suite with a great band and refreshments in the Greater Richmond Convention Center, room E22-A.

If you’re attending the dinner, I hope you’ll join us – and encourage others you meet at the dinner to do the same – to stop by, meet me, and make the acquaintance of other Virginia Democrats who will be joining our fresh, exciting new campaign.

After JJ Reception with Mike Signer
Greater Richmond Convention Center – Room E22-A
February 7, 2009 – Immediately following the conclusion of the dinner
RSVP today for the reception so that we know you’re coming

I hope you’ll join this cause.  I’d also be grateful for early investors in this exciting venture.  Even your $5 donation today will help with critical early steps such as purchasing lapel stickers and our banner for the convention hall.

                   

Thanks and hope to see you soon.  I’ll be in touch with more news about the campaign in the coming days.

I am in Washington, DC, for the inauguration, but aside from the excitement of seeing all of my global friends as they converge on DC for the inauguration, I am not participating to any great extent.  Why?  There are two reasons . . .

First, I have attended inaugurations, inaugural parades, and inauguration balls for the last 20-years, starting with the election of George H. W. Bush, Bush senior, into the White House all the way through to the second inauguration of George W. Bush back in 2005, which was held on a very cold January 20th, if I remember correctly. While I had my plans set for Berlin, I didn’t have my plans set up in Washington, so I am just going to enjoy the pleasures on the fringe.

Second, while I am blissed out that Senator Barack Obama will be inaugurated as the 44th president of the United States, I am allergic to two-million historical well-wishers crowding the National Mall.

I have to be honest, I am still dazzled that the United States elected an African American from Hawaii by the name of Barack Hussein Obama, especially in such jingoistic times. And I am proud and impressed and looking forward to not just the first one-hundred days but also to the second term.

The Obama White House really needs to be an eight-year presidency — two terms — because there is a lot of work to both do and undo.

What I do plan to do, however, is open up Naval Lodge 4 on Capitol Hill at 8 AM. I will be serving hot coffee and donuts from the 4th floor of 330 Pennsylvania Avenue, SE. So, if you’re in the neighborhood and want some warm coffee, some company, and maybe a donut or two, please drop by for a cuppa.

I have been pinned by the coverage of #leweb down in Paris on Twitter, especially during all of the excitement as Dr. Helen Fisher talked about sex, attraction, and falling in love. So, since everyone else has been taking the Chemistry love personality test, I thought I would do the same. So, with no further ado, here’s my results. Is any of is surprising? You, too, can take the test for free (and sign up, as a result) over at Chemistry.com

Hello Chris,

Welcome to your Chemistry Profile. The following analysis is based on your responses to our questionnaire. Your results identify your major and minor personality types, as well as the types with whom you’re likely to be compatible.

Your Major and Minor Personality Types Characteristics of all four personality types can be found within each of us, but there is almost always one personality type that is dominant. We call this the major personality type. The Chemistry Profile also identifies your minor or secondary personality type. You exhibit some aspects of this personality type, though not to the same degree as with your major type.

• Your major personality type = Director
• Your minor personality type = Negotiator

You are a DIRECTOR/negotiator You are an innovator. You are an inventive, thorough, independent thinker with a deep interest in how the world works. You quickly grasp patterns and relationships. And when you focus on a particular work-related or social puzzle, you often come up with novel theories and ideas about it. You have a strong need to achieve. You want to make an impact on the world. And with your aptitude for theoretical thinking, your investigative rigor, your logic and your determination, you are likely to win the honors your hard work deserves. You are a complex person, outwardly assertive, logical and intellectual, yet likely to see the many sides of an issue, feel deep sympathy for others and enjoy the spiritual as well as the concrete. You can be friendly, insightful and eager to please. These attributes, combined with your love of challenges and knowledge, make you an exciting, and at times, very sensitive companion.

How your personality breaks out

Explorer – 23% of your personality - Known for high energy, high creativity and spontaneity. Seeks novelty, risk and pleasure. Intellectually curious and not easily swayed by opinion.

Builder – 19% of your personality - Usually very popular. Deep attachment to home and family. Calm demeanor and low anxiety. Often consistent, loyal and protective.

Negotiator – 27% of your personality – Excels at seeing the big picture, long-term planning and consensus building. An intuitive thinker who is flexible, verbal and socially skilled. Imaginative, empathetic and nurturing.

Director – 29% of your personality – Daring, original, direct and inventive. A non-conformist. Skilled at abstract thinking and short-term planning. Often assertive and quite competitive. Tough-minded and efficient.

Dating Tips for Directors

• Not everyone is as direct, focused and “to the point” as you are. So make sure you give potential partners the time they need to express themselves. You will probably be surprised at their logic and intellect.

• Your competitive spirit is useful in the office but it doesn’t work in dating–unless you find someone who likes to challenge and debate. When that happens, go for it. Otherwise, try to listen actively.

• Aim at investigating some of the “grey areas” during an invigorating conversation. Much of the world does not see in black and white.

• Separate work from play. Try to get your assignments out of your mind while on a date—so you can truly enjoy your “down time” with a partner.

• Make sure to schedule enough time to get to know someone.

• Try looking directly into the eyes of your partner during a conversation; many people find this “anchoring gaze” a powerful form of intimacy.

I just received this email from Frank Luntz:

To: Friends & Family
From: Frank Luntz
Re: A New Beginning
Date: November 5, 2008

---

The end of the most interesting election in modern times will also be the end of my career with Luntz, Maslansky Strategic Research. Having sold my company to the good people of Omnicom, it’s time to move on.

When I hired my first employee and opened up an office in the basement of my townhouse in 1992, I never dreamed that I would someday have the honor of working for presidents, prime ministers, and CEOs of the world’s most successful companies and most influential foundations. Our roster of corporate and public affairs clients is unprecedented for a firm of our size, and I’m so deeply proud of them and the positive impact they have had on their customers, their communities, and the world at large.

I am also grateful for the privilege of analyzing the great events and social trends of our time in so many diverse public settings. While I may have a face for radio and a voice for newspapers, the willingness of so many network presidents and executive producers to give me the opportunity to apply the skills of public opinion to explain the who, what and why of the world are some of the most fulfilling and enjoyable moments of my career. I can never adequately thank them for making life so interesting and invigorating.

But a time comes in everyone’s career where it becomes important to tackle new challenges and scale new mountains. Now is as good a time as any to get out of DC and start examining more closely what is really happening in American life and culture. I also want to take my research of words to an entirely different level, applying it where it has never been applied before. There’s a lot I still want to learn and do – and staring at the Pacific Ocean from Santa Monica, California is as good a place as any to do it from.

So while I will be leaving my home and my company, I am certainly not retiring or disappearing. I’m much too young and much too excited about what’s ahead. But I don’t plan to work as hard – at least that’s the plan. Those of you who know me well know that I work 18 hour days, seven days a week. This year alone I will have flown more than 300 days and logged 300,000 miles … and frankly … I’m tired. I need this change of scenery and change of pace to recharge my batteries and extend my shelf life.

Not everything will change, however. I have been offered and accepted the privilege of serving as “Chairman Emeritus,” of LMSR, a title normally reserved for people who live past their sell-by date. And while I may be gone, the company name will remain the same, as will the team I have painstakingly assembled over the past decade. These are uniquely capable people with solid research experience and the most creative brains I have ever worked with. I recommend them highly for all your research needs.

And if you are looking for advice and guidance, I’m definitely still around and still in business.

To end on a personal note, I did not learn until the death of my father how much he enjoyed my frantic calls asking him for help or guidance – and that he missed them when I grew old enough to handle these tasks on my own. You don’t realize how much I appreciated the chance to serve you – even when the calls were late and the tasks were tough. While I have made my share of mistakes, I do not regret a single minute. You have given me a very fulfilling life, and I thank you for making it worth living.

Frank

Here’s a version of this email online.

I am super-proud that my Director of Operation, Saul Wainwright, took the initiative to secure the funds from Abraham Harrison to financially help out BarCamp Africa, taking place at the Mountain View, California, Google campus today. Here’s Saul’s report that I found posted over at Marketing Conversation, Abraham & Harrison Sponsors BarCamp Africa:

Tomorrow is the big day – and boy am I excited. Yep, tomorrow is BarcampAfrica hosted by the venerable Google at their Mountain View headquarters and in part sponsored by the ever wonderful Abraham & Harrison.

Africa has a special place in my heart – it is my home – I was raised in South Africa and travel back every year (thanks to the great job at Abraham & Harrison where I get to work from anywhere in world).

My wife, baby and I head to the beautiful coast of Cape Town for the sun, sand and fun!!For those of you who have never heard of Barcamp it is basically a gathering of people that come together around a common topic sharing their thoughts and ideas.

It is known as a “unconference” because the participants really drive the agenda – they create breakout sessions that have been organically created and decided upon – on the day and at the event.

The goal of this particular Barcamp is to help “open up the conversation between Silicon Valley and people and opportunities in Africa.”

To really help solidify and connect this growing network of African focused people and projects. Our goal is to highlight the incredible work that is being done by Africans and how the growing network is helping to facilitate and amplify these efforts.

Abraham & Harrison stepped up and offered a sponsorship which greatly helped in helping BarcamAfrica to move forward. The fit for Abraham & Harrison was obvious – Barcamps are built around social media tools – using blogs, wiki’s, Twitter, Facebook and many other forms of social media to amplify the news and story.

These tools have been and will continue to be used to help promote the conversation on the day and for the weeks and months that follow.

This is something that Abraham & Harrison does well – we help to amplify your existence online to drive conversations and help to create conversations around subjects and topics that are of value to you and your clients.

So – it made sense for Abraham & Harrison to help promote something that uses the very tools and media that we at AH value so much.So – the event is sold out but you can still participate via our blog, Twitter.

I hope you all get a chance to check out the blog and follow along. We plan on hosting more Barcamps in the coming months in the US and on the African continent.

If you have not been keeping on top of all of the great comments streaming in to the AH Poll entitled “If John McCain died or became incapacitated, would Sarah Palin be competent to be President?” you are really missing out! Some of them are the most insightful, thoughtful, and brilliant collection of thoughts representing the best and the worst of the right and the left! Roll up your sleeves and batten your hatches because you’re going to have one hell of a ride. Oh, also, these comments are in reverse-chronological order so the most recent are at the top. If you want to keep track of them live, please go visit them where they love and breathe. Read below for the most amazing Sarah Palin comment thread of the Internets!

And, here’s an embed of the poll, if I’ve piqued your interest by now:

I just moved back to Berlin yesterday after spending all Summer in the US attending a series of weddings, meetings, conferences, and sales talks.

When I got home to my apartment last night, my entire clock was messed up and I was totally jetlagged so I stayed up until 3AM my time to watch the Vice Presidential debates. I was surprised and impressed by both candidates. In my opinion, both Sarah Palin and Joe Biden performed very well.

I am writing because my business partner and I are both super-interested in understanding how America’s view of Sarah Palin has developed as a result of this debate. We’re posing the poll question, “If John McCain died or became incapacitated, would Sarah Palin be competent to be President?”

I can’t wait to see what the poll results are at the end of the campaign — there are only 31-days until the election so I am getting pretty excited and am waiting with bated breath to receive my Virginia absentee ballot. Thanks again and I appreciate your time.

Last week Thursday morning, I participated as a social media PR expert and panelist in a very cool Bulldog Reporter PR University audio conference entitled Beyond Twitter PR. Here’s some information on the call-in audio conference:

8/28/08 – Beyond Twitter PR: The New Rules of Crafting a Powerful, Cost-Effective Social Media Strategy

New media communications, social media optimization, Web 2.0 marketing, Facebook publicity, even Twitter PR. No matter how you tag the movement—it’s clear today’s engagement media and online channels from blogs to online video to social networks and even virtual worlds are bonafide communication tools. Practitioners who can master these mediums and create PR-driven social media strategies that generate real results for clients and companies alike—are sure to rule the integrated and digital marketing mix (and budget). Join Bulldog Reporter’s exclusive panel of the nation’s foremost experts successfully practicing in the nexus between PR and exciting new technologies to learn how you can beat the competition and successfully incorporate Web 2.0 tools into traditional PR programs. If you’re new to the social media revolution and its impact on communications, this is one call that will bring your work (and career trajectory!) up to speed. If you’re already incorporating social media and Web 2.0 techniques into your PR programs, this 90-minute, intensive call is a sure way to take your online efforts to the next level and position your team, client or company well ahead of the competition, while engaging consumers, customers and public in exciting, productive and profitable new ways.

It was a very amazing speaker panel:

Kate Laufer, Senior Public Relations Manager, North America, Beam Global
Spirits & Wine
Paula Berg, Manager, Emerging Media, Southwest Airlines
Doug Hay, CEO, Co-Founder, Expansion Plus
Susan Getgood, Principal, GetGood Strategic Marketing
Chris Abraham, President/COO, Abraham Harrison

If you like what you read, you are welcome to listen to the event by either ordering the conference CD or by requesting it on demand.

I just spent some time setting up my own CokeTag for my Facebook Profile after hearing about it from CC Chapman.

What I like about it is that it isn’t nefarious. One just sets it up to reflect one’s interested, passions, properties, and there you go! There’s a lot of fun there because you can set up the CokeTag to reflect who you are, instead of just biting everyone and sucking their blood. So, I chose to reflect myself through my favorite TV shows, movies, sites I own, sports I do, and my favorite foodie sites. Then, after you install the CokeTag application, set it up, and so forth, you can start grabbing other people’s CokeTag or you can even check out who is checking you out via the Click Tracker. At the end of the day, I don’t have the vision for the CokeTag application; however, CC does and so here’s what his vision is,

“Trying to make people realize how kick ass this would be for musicians to create a CokeTag and then fans can take it and share it on their sites. or a brand could.”

Here’s the Social Media News Release for the campaign…

Coca-Cola Launches CokeTag Facebook Application With Olympic Tie-In

 

CokeTag Application Empowers Anyone to Promote Themselves and Their Interests With a Do-It-Yourself, Portable Application.

June 6, 2008

Facts

What is a CokeTag?

• A CokeTag is a personal, customizable widget for individuals, bands, bloggers, artists, and companies to share links to content they want to promote and drive traffic to anywhere on the Web.
• Empowers users to bundle links to on- and off-Facebook content in an attractive convenient package, which is associated with and accessible from their Profile or Fan Pages and shared via Facebook private messages or Wall posts.
• Coca-Cola released CokeTag to provide an engaging and relevant online experience for consumers. The useful application is another way that Coca-Cola is leveraging innovative technology and social media to reach consumers where they are increasingly spending time online.
• One of the first uses of a CokeTag will be to promote the we8 recording artists. we8 is an artistic and cultural exchange, uniting eight of China’s most exciting artists and design firms with eight of the West’s most progressive musicians to design a vision and soundtrack that celebrates the infinite possibilities that await when the doors are flung open from East to West. The we8 program is being launched as part of The Coca-Cola Company’s 2008 Bejing Olympic Games marketing activities.
• The CokeTag application is being launched as a beta. Among others, the goal is to watch, listen and learn from consumers to determine how the community wishes to use the application and to gather suggestions on how to improve it as it expands outside of Facebook.
• The Coca-Cola Company aligns itself with delivering the promise of a cross-platform web experience, consistent with Coke’s brand value of bringing people together for social connections across cultures.
• CokeTag is the result of a partnership between The Coca-Cola Company and Linkstorm, which is an advertising technology company that is pioneering a new approach to social networking, online marketing and publishing.

Benefits and Features

• Includes a self-service editor that puts the creator in control of the CokeTag content and skin.
• Every CokeTag packs several levels of easily navigated, expandable menus in a stylized, compact design that allow visitors to instantly navigate to specific content that they are interested in and want to see more about.
• The built-in click tracker lets creators know every time someone looks at their CokeTag and which links they visited. This data is only viewable to the creator of the CokeTag.
• Sharing and posting features facilitate viral distribution via highly targeted personal networks for friends and fans.

Distribution

• Initially built for Facebook, the plan is to allow for a CokeTag to live beyond those walls and will soon be available across OpenSocial sites (i.e. MySpace, Bebo, etc.) and eventually to the greater Internet on Blogging platforms and elsewhere. The goal is to empower users with ubiquitous Web distribution for sharing the information that matters to them and maintaining it one place.
• Facebook users can add a CokeTag to both their personal profile as well as to any Facebook Fan Page. This opens it up so that a company, band or special event can build a CokeTag full of links about them and then fans can take that CokeTag and add it to their own profiles.
• Current Facebook distribution options includes:
  • Create and post your CokeTag on your personal profile page
  • Create and post a CokeTag to any Facebook Fan Page you administer
  • Grab and post any CokeTag that you discover on to your own personal profile
  • Send a CokeTag as Facebook e-mail attachment
  • Post a CokeTag as a Facebook Wall post

Quotes

Attributed to Michael Donnelly, Director, Worldwide Interactive Marketing, The Coca-Cola Company :

“The Coca-Cola Company’s social networking approach has been one of very sincere respect for the communities we participate in. We prefer to politely enter and let the already existing ecosystem help guide us in the right direction as we continue to learn what works best for our brands.”

“I’m excited about the CokeTag program, because while we are starting small and simple, we look forward to quickly growing it beyond Facebook with feedback, advice and counsel from consumers.”

“While Facebook may be the starting point for CokeTag, it is only the beginning. We are excited to be working towards the potential of expanding the use of the CokeTag application throughout the web and we are now working on the best way to leverage the OpenSocial platform. We are looking forward to the day when anyone could potentially create a CokeTag and have it on all of their social network profiles and their blog and only have to worry about updating it in one place. That excites me.”

“We made a distinct decision not to overly brand this application.  We want this to be a helpful utility that connects consumers in a way that is all about them, not us.”

Attributed to David Sidman, Founder & Chief Executive Officer, Linkstorm:

“Coke is the inaugural partner of our Portable Universal Profile (PUP™) platform for social media. Their vision and commitment have brought the platform to life in the form of a CokeTag. The platform is a unique way for brand marketers and advertisers to add great value to social media users’ experiences with a fun, unobtrusive and useful tool.”

“Unlike many other social media marketing programs which force themselves between the users and what they really want to be doing, the PUP enables the brand to become a conduit for user communications.  The brand message can be as subtle as the sponsor and its community may wish, but the application is designed to enhance the user experience of connecting and sharing with friends without intruding”

Multimedia

In addition to the website, www.coketags.com ,we have assembled the following links and multimedia that will assist you in informing others about the application.
IMAGES

• Musician / Band CokeTag
• Sci Fi Fan CokeTag
• Causes CokeTag
• Triple CokeTag Shot

• CokeTag Logo
• Coca-Cola Banner
• The Coca-Cola Company Logo

• Linkstorm Logo

• CokeTag Facebook Application Page
• we8 Fan Page

• http://del.icio.us/coketags

About

About Coca-Cola
The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 450 sparkling and still brands. Along with Coca-Cola, recognized as the world’s most valuable brand, the Company’s portfolio includes 12 other billion-dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid and Georgia Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy the Company’s beverages at a rate of 1.5 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our Web site at www.thecoca-colacompany.com.

About Linkstorm
Linkstorm is an advertising technology company that is pioneering a new approach to online marketing, e-commerce, publishing and social networking. The company’s unique ad enhancement technology significantly improves performance of all online advertising and improves user engagement by overlaying cascading menus onto any ad format and quickly connecting customers to the information they want. Clients include national and global advertisers, agencies and publishers such as Cisco, Microsoft, Wal-Mart, Chevrolet, HP, Ogilvy, MRM and Hachette Filipacchi. Linkstorm is headquartered in New York City and is funded by visionary investors such as Esther Dyson and Jim Rutt.  For more information, please visit www.linkstorms.com

Contact Info

Contact:	C.C. Chapman
Phone:	508-241-1062
Email:	cc@theadvanceguard.com
Website:	http://www.theadvanceguard.com

Tags & Sharing

Coca-Cola | Coke | CokeTag | CokeTags | Facebook | Facebook Application | Widgets | Social Media | we8 | Linkstorm

One great thing about owning a Social Media PR firm is that I get to do cool stuff. Another great thing is that I can bogart some of the stuff. Well, I am number-one box of the Life Changing Box, which you can see over on my Facebook Profile! (Please feel free to add me) I will be holding onto the box for a full eight hours today, so feel free to “touch my box.” You know you want to — and you don’t have to go “through” me — feel free to just join up yourself directly! I have a feeling that you can add the app to your Facebook Pages as well — check it out! Long story short:

The game launched at 10AM today, June 12th. Prizes include 52″ flat screen televisions, exclusive tickets to sporting events, international trips, home theater systems — 20 prizes in all — with values ranging from $400 to $14,000. There are two of everything so everyone who wins a prize wins its twin for the person who invited him or her. Lowe’s client doesn’t want to be revealed just yet, so please plug some words into the query box on the teaser site, LifeChangingBox.com.

Please enjoy this handy widget you can come back to again and again to watch the current course of the 10 boxes as they move around, awaiting to be touched by you!

Life Changing Box Facebook Game Launches!

• The promise of the extraordinary
• The surprise of something new
• The power to bring change
• It all starts here!
  • The Box: www.lifechangingbox.com
  • The Game: apps.facebook.com/lifechangingbox

The Life Changing Box game is a Facebook application believed to be the first of its kind…A contest with BIG PRIZES – many worth thousands of dollars!

Quick Links: News Facts | About Life Changing Box Facebook App | Screen Captures | About LifeChangingBox.com | About Lowe Worldwide | About Abraham Harrison | Contacts | Social Media | Tags

News Facts

• Life Changing Box the game is an application for Facebook which resembles Hot Potato in reverse. In our case, the “potato” is a box and inside each box is a prize. The goal of the game is to be in possession of the box when it opens, thus winning the prize. Part of the fun of Facebook is the option to invite your friends to install an application you enjoy. We encourage you to do so with a creative twist. If someone you invited into the game wins a prize, you win the exact same prize!
• There are 10 boxes total in the game. The currency the game uses to allow players to take possession of the box is called a “Touch”. Players get 24 “Touches” per day. Each “Touch” enters the player into a Round. At the beginning of each Round, the box will randomly jump to one of the players that entered that Round. A Round lasts between 30 minutes and 8 hours, randomly decided by the application. If the box didn’t open that Round, a new Round will begin and everyone must “Touch” the box again to participate.
• Since there are 10 boxes, 24 Touches, and up to 48 rounds per day, players will have to strategize their Touches in order to maximize their chance to win. This creates engaging and addictive play
• Click here to go to the Life Changing Box Facebook application page

About Life Changing Box Facebook App

LCB is a lottery-style game based around 10 boxes that open to give prizes to whomever is in possession of them.

Enter to Win

To get possession of a box you go to its application page and “touch” the box. Whoever touches the box first is in possession of it. Email and other contact info must be entered in case you win. The pic and name of the holder appears next to the box on the app page.

Gameplay

The game play is based around timed rounds where a box either opens to reveal a prize or jumps to another player’s page.

If you have touched the box you are in for that timed round only.

If someone else is in possession of the box for that round, your touch means that you are eligible to get the box only if it doesn’t reveal a prize on that round.

Then you are in a pool of people that the box will randomly jump to.

Strategy

All 10 boxes appear at the same time but they open sequentially over a four-week period. Nobody knows when they open, or how many rounds of “touching” there will be until they do so you get a limited number of “touches” per box to use at your discretion. You choose if you want to sit out a round and save your touches. If someone else wins and you have touches, you can roll them over into another game. If you invite a friend to the application and they win, you win a duplicate prize.

• There are 10 boxes total in the game
• To gain possession of a box, users use a currency called a Touch
• All players get 24 “Touches” per day
• Each Touch enters the player into a Round
• At the beginning of each Round, the box will randomly jump to one of the players who entered that Round
• The player given the box holds it for the entirety of the Round, which lasts between 30 minutes and 8 hours, randomly decided by the application
• If the box doesn’t open in a Round for the player, a new Round will begin and everyone must Touch the box again to participate
• 20 prizes will be awarded with values ranging from $400 to $14,000
• If you invite a friend to the application and they win, you win a duplicate prize
• Click here for the rules and regulations

Screen Captures

(click on thumbnail to view full-sized image)

About LifeChangingBox.com

• The Life Changing Box is part of a marketing strategy developed to promote a new campaign from Lowe New York. The client sponsoring the application will be revealed as the game progresses
• LifeChangingBox.com is a mysterious website designed to intrigue users and let them guess what is inside this “Life Changing Box.” This first of its kind contest will run for one month starting on June 12th, 2008
• Shhhhh! Try these words in the search bar (but don’t tell anyone!):
  japan, takumi, komayama, baseball, mlb, sports, world series, home run, diamond, catch, hit, bat, swing, glove, catcher, short-stop, hitter, batter, grand slam, bases, loaded bases, stadium, major league, pro, professional, pastime, Pennant, uniform, outfield, out, fly ball, foul, umpire, fans, seats, tickets, dugout, couch, run, score, safe, call, official, play, slide, signal, contract, stealing, cleats, walk, pop-up, heckler, fanatic, stats, cards, card, mitt, bullpen, inning, infield, color, crystal, HDTV, light, molecules, contrast, hertz, refresh rate, pixels, resolution, high def, high definition, home theater, remote control, display, flatscreen, big screen, picture, image, clarity, brilliance, transmit, transmission, spectrum, 108 inch, portal, window, viewing, friendly, sun, solar panel, energy, efficiency, carbon footprint, ecosystem, ecology, save the environment, nature, natural, earth, planet, light, air, water, animals, birds, clean, renewable, grid, power, future, tomorrow, responsible, generate, generation, sustainable, mother earth, habitat, species, food chain, change, harmony, low emissions, summer, spring, kitten, life, movies, film, action, comedy, romance, chick flick, hollywood, horror, terror, stars, celebrity, sitcom, documentary, channel, surfing, classics, script, dialogue, cinema, art, expression, acting, show, shows, commercials, soundtrack, theater, news, cartoons, prime time, ratings, re-runs, director, genre, audience, flick, blockbuster, live, on air, season, video game, theater, game, calculator, pencil, mechanical pencil, japanese, scientist, factory, technician, engineer, invention, inventor, innovator, innovation, leader, first, company, brand, pioneer, legacy, technology, electronic, electronics, advancement, vision

About Lowe Worldwide

Lowe Worldwide is an interconnected global community of marketing agencies. Its client roster includes Unilever, Saab, Johnson & Johnson, Nestle and Stella Artois. The agency is founded on the belief that the greatest service it can render its clients is High Value Ideas coupled with Problem Biased Thinking. Lowe is a member of Interpublic Group (NYSE:IPG), one of the world’s leading organizations of advertising agencies and marketing services companies.

Lowe New York is one of the cornerstones of Lowe Worldwide with a client roster including Milk, Perdue, XM, Sharp and more. www.loweny.com

About Abraham Harrison LLC

Abraham Harrison understands that the Internet is not just a different advertising medium, it is a different culture with unique customs and protocol. Knowing this culture allows us to translate your unique company message to relevant online communities. This approach drives business your way—our primary and sincere goal. www.chrisabraham.com

Contacts For Press Inquiries

Sal Taibi
President, Lowe New York
sal.taibi@loweworldwide.com
(212) 605 8750

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Here’s the official Press Release from Lowe Worldwide:

Lowe Launches First-of-its-Kind Facebook(R) Application
12/06/2008 – 13:00

Today Lowe Worldwide announces the launch of an industry-leading application on Facebook Platform called The Life Changing Box. The application, developed by Lowe New York for one of the agency’s global clients, is an interactive game giving users a chance to win prizes, some of which are worth thousands of dollars.

The Life Changing Box is part of a marketing strategy developed to promote a new campaign from Lowe New York. The client sponsoring the application will be revealed as the game progresses.

The application on Facebook Platform resembles the classic game Hot Potato, only in reverse. Facebook users who install the game can take possession of a box from another player, which is then passed around to other friends who have installed the The Life Changing Box application. The goal is to be in possession of the box when it opens, thus winning the prize it holds inside.

There are 10 boxes total in the game. To gain possession of a box, users use a currency called a Touch. All players get 24 “Touches” per day. Each Touch enters the player into a Round. At the beginning of each Round, the box will randomly jump to one of the players who entered that Round. The player given the box holds it for the entirety of the Round, which lasts between 30 minutes and 8 hours, randomly decided by the application. If the box doesn’t open in a Round for the player, a new Round will begin and everyone must Touch the box again to participate. 20 prizes will be awarded with values ranging from $400 to $14,000.

“We are excited about this groundbreaking contest we are bringing to Facebook Platform. It is a unique offering that will give users the chance to win actual, tangible, valuable prizes rather than just the virtual trinkets usually found on Facebook,” commented Mark Wnek, Chairman of Lowe New York. “What is really great about this program is that if someone invites a friend to play the game, and their friend wins a prize – they win a duplicate prize. This will add significantly to the viral nature of this program while increasing the level of both awareness and engagement with lifechangingbox.com.”

Since there are 10 boxes, 24 Touches, and up to 48 rounds per day, players will have to strategize their Touches in order to maximize their chance to win. This creates engaging and addictive play. The game will last through July 14, 2008, to coincide with the full launch of lifechangingbox.com.

About Lowe

Lowe Worldwide is an interconnected global community of marketing agencies. Its client roster includes Unilever, Saab, Johnson & Johnson, Nestle and Stella Artois. The agency is founded on the belief that the greatest service it can render its clients is High Value Ideas coupled with Problem Biased Thinking. Lowe is a member of Interpublic Group (NYSE:IPG), one of the world’s leading organizations of advertising agencies and marketing services companies. Lowe New York is one of the cornerstones of Lowe Worldwide with a client roster including Milk, Perdue, XM, Sharp and more. www.loweny.com

Lowe New York
Sal Taibi, 212-605-8750
President

As you can see, I have been writing about Sadie Allison for years now — Dr. Sadie Tickles My Fancy with TickleKitty and See Sexy Dr. Sadie With Your Own Two Eyes On TV This Sunday — and just recently received 5 copies of Sadie’s new book, Ride ‘Em Cowgirl: Sex Position Secrets For Better Bucking. She’s a friend of mine — and she’s super cute and knows what she’s talking about! OK, I am sort of crushing.

Before that, Sadie penned three sex-help books, Tickle Your Fancy, Toygasms!, and Tickle His Pickle — but she has outdone herself with this book! Oh, and on page 97, the G-Spot is finally demystified! Come on fellas, you’re really missing out if you haven’t sorted out some of the magic little bits and pieces of lovemaking. Definitely a worthwhile endeavor for the both of you!

Here’s some of the stuff I have been able to steal from both Amazon and the Tickle Kitty website:

Enjoy an entire lifetime of sexual enrichment for the cost of a couple of cocktails!

• Fully illustrated to guide you. Over 100 tasteful point-n-play illustrations help you visualize your exciting new moves together
• Easy and fun to read. You’ll feel inspired by Dr. Sadie’s conversational style and hands-on encouragement
• Filled with secret touches. You’ll explore all the strokes, squeezes and sensations your lover wants (but isn’t telling you)
• She’ll start coming like crazy. Many of Dr. Sadie’s tips are designed to ignite the woman’s orgasms—including the wild and elusive “during intercourse” orgasm
• You and your lover are invited. Come discover how to reposition your bodies together for the most satisfying, fulfilling, mind-blowing lovemaking ever!

Product Description
Why is this today s best sex position guide? Instead of twisting you into impossible pretzel poses, Dr. Sadie illustrates hundreds of ways to shape your favorite sex positions into a more passionate orgasmic fit for the two of you. Comfortably! Even better, Dr. Sadie s fun, empowering hands-on coaching inspires intimate new explorations and sensational erotic touches. You ll reveal your lover s deepest sexual desires (and yours, too!) while triggering powerful orgasms like never before especially hers! Whether you re newly intimate together or long-time lovers ready to take the monotony out of monogamy this is the one lovemaking guide ready to create a lifetime of excitement, passion, confidence, supergasms, and un-wipe-offable smiles every morning after. Try it! And read it together…in bed!

Check out what’s inside Ride ‘Em Cowgirl!:
1. Your Passion Cocktail—How to shake awake your lovelife
2. Supergasms—The secrets to supercharging your orgasms
3. The Art of Penetration—Sensual entry secrets just for him
4. The Art of Being Penetrated—Sensual entry secrets just for her
5. Missionary Possible—New pleasure angles when HE’S on top
6. Doggystyle—Enjoy new come-from-behind victories
7. Ride ‘em Cowgirl!—Exciting moves when SHE’S on top
8. Spooning—Rediscover the world’s most romantic position.
9. Clitilicious—How to arouse her orgasm trigger every time
10. The G-spot—Finding and stimulating her deep pleasure spot
11. Backdoor Boogaloo—Why couples now say yes to this old taboo
12. The HE-spot—Finding and stimulating HIS hidden pleasure spot
13. Voluptuous Loving—Positions designed for our larger lovers
14. Pregnant Poses—Exciting positions for the soon-to-be-mom
15. Outercourse—An exciting alternative of good messy fun
16. Location! Location! Location!—Reasons to skip the bedroom
17. Vive La Difference—Exciting new ways to fit your lover to you
18. Sexy Playthings—Choosing the right sextoys for you

Appendix: Safety First—How to practice safer sex every time

Position Index—So many positions, so much time!
Excerpts from Chapter 9: “Clitilicious”

As opposite as the sexes often seem, women and men share one important sexual similarity—the workings of their sexual pleasure centers. Here’s why:

• The clitoris is micro-clustered with millions of the same type of erotic nerve endings found in the head of the penis.
• Men become erect during arousal—and so do women! As the clitoris swells with blood, it swells in size. Next time, feel it grow from small and subtle to round and firm as foreplay
  heats up.
• There’s rarely an orgasm without direct stimulation to the head of the penis. Likewise, there’s rarely an orgasm if you ignore the clitoris.
• The clitoris and the penis respond best when slippery-wet. Did you remember to pick up a good sex lube?

By understanding these similarities, it’s easy to see why it’s vital to stimulate the tiny but powerful clitoris directly, especially during intercourse. Guys…please read that last sentence again!

20 ways to supercharge intercourse

Between the two of you, you’ll find 20 warm, soft, active little clitoral stimulators that you’ll never misplace, need no batteries, and can lift the woman to the highest orgasmic peaks on earth.

They’re your fingertips—just add sex lube!

The fingertip secret is to touch the clitoris with slow, gentle caressing motions, matching the pressure and pace to the level of her arousal. Just be sure there’s lots of lubrication, start slow and soft, and you can’t go wrong.

Whoever is doing the arousing, vary your fingertip motions till you find a pattern that works: up ‘n’ down, side-to-side, round ‘n’ round, or even figure eights. For a real treat, try these motions with the tip of the penis.

About the Author
When you need answers about lovemaking, look to Dr. Sadie Allison, founder and CEO of Tickle Kitty, Inc., and ticklekitty.com. Dr. Sadie is a leading authority on human sexuality today, and author of the award-winning bestsellers Tickle His Pickle, TOYGASMS! and Tickle Your Fancy. She appears frequently on TV and radio, including E! Entertainment Television, Talk Sex with Sue Johanson, Dr. Drew s Loveline and the Bob & Tom Show. She is a sought-after speaker, and is often quoted in national magazines, such as Cosmopolitan, Redbook and Men s Health. She s a Licensed Doctor of Human Sexuality, having earned her degree from the Institute for Advanced Study of Human Sexuality. She s also a member of the American Association of Sex Educators, Counselors & Therapists (AASECT). Her Tickle Kitty brand of sex-help books, sensual pleasure kits and sex lubricants enable her to assist more individuals and couples find greater joys in sexual pleasure.

Editorial Reviews
Review
YEE HA! for Ride Em Cowgirl!, Sue Johanson, host of TV s Talk Sex –Sue Johanson, host of TV s Talk Sex

Read this together and enjoy the pleasures to come., Ian Kerner, Ph.D., Author, She Comes First –Ian Kerner, Ph.D., Author, She Comes First

Dr. Sadie Allison combines sex education with erotic temptation so everyone can learn and enjoy. She s one of the great emerging sexologists of the 21st century., Dr. Ted McIlvenna, President, The Institute for Advanced Study of Human Sexuality –Dr. Ted McIlvenna, President, The Institute for Advanced Study of Human Sexuality

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!

A big part of what my firm, Abraham Harrison LLC, does is online outreach and blogger relations. We’re doing our first book promotion campaign for our client, Survivor Corps, and Jerry White’s new book, I Will Not Be Broken: Five Steps to Overcoming a Life Crisis, and we have been having a lot of fun and plenty of success. We are very proud and excited by our work on this campaign. Here are a bunch of the blog posts that we have been able to collect over the last few weeks of active campaigning of people and bloggers who have chosen to be responsive to our blogger promotion in the form of blog and forum posts:

Carey from Parenting Tales is planning to write a review of I Will Not Be Broken, according to the post Just Call Me Critic:

I will also be reviewing a book from Survivor Corps co-founder as he writes about what he has learned from his personal struggles in life and how he was able to turn his tragedy into triumph.

Jennifer, The Army Wife blogs about Survivor Corps, Jerry White’s organization, in a post titled Survivor Corps:

One of their founders, Jerry White, has recently written a book entitled I will Not Be Broken. I’m lucky enough to be receiving a copy of it from Survivor Corps, and I’ll be posting a review of it when I’m finished. It talks about how to deal with adversity, and the ups and downs that life throws us all too often, and I know we can ALL benefit from some advice on that subject!

Ilori Olalekan revived a blog partially based on excitement over I Will Not Be Broken over on Parenting Cares in the post Dealing With Life Crises:

Life crises are unavoidable experiences which everyone of us must pass through. It is not to be bargained. These experiences though differing from one person to another is at the same time very similar in nature. This is why sharing ones experiences with another is of great help during these critical times, cause it infuses the courage and strength to bear the crises. Based on this truth mentioned above, I will like to introduce a book written by Jerry White, co-founder of Survivor Corps;”I will Not Be Broken Five Steps to Overcoming a Life Crisis“. This book is aimed at helping us overcome life crises.

Outwitting crisis is a blog post about the interview that Guy Kawasaki did with Jerry White of Survivor Corps over on Angel 4 Angels:

We may have all faced or are facing crisis in our lives, in varying degrees. Some of us may have survived it, others may have given in. But there is always a lot to learn from those who have suffered unimaginably but triumphed by sheer grit and self will. Excerpts from an interview Guy Kawasaki had with Jerry White, whose life changed in 1984 after he lost one leg to that lethal litter called landmine. He later co-founded Survivor Corps and went on to share the Nobel Peace Prize in 1997.

Stephen Hershey of Reality Sandwich covered Survivor Corps and I Will Not Be Broken in the blog post Reframing Survival:

Jerry White, landmine survivor and cofounder of Survivor Corps, shares his own healing process while advising those who are suffering from tragedy in I Will Not Be Broken: Five Steps to Overcoming a Life Crisis. White seeks to turn “tragedy into triumph,” encouraging victims and their families to face facts, choose life, reach out, get moving, and give back. Voices include Lance Armstrong, Princess Diana, and Elie Weisel. The first chapter is available for download.

Deborah Evens over at Paravanes: Christian Meditations writes about Jerry White’s book, I Will Not Be Broken, in a post called No Middle Ground: I Will Not Be Broken:

After reading White’s five steps to overcoming, I realized there is no middle ground in recovery and reclaiming. Either you forever live as a shadow of your former self, or you emerge to become greater, more lovingly creative, and stronger. If you think you’re on the middle ground, you’re in shadow land. Perhaps this is what the Apostle Paul referred to when he asserted “…in all these things, we are more than conquerors…” (Romans 8:37). Properly understood (meaning from God’s point of view), we can not only survive our LAEs, we can “more than conquer” them.

Victor Kaonga of the blog NDAGHA writes about survivorship and Jerry White’s 5 Steps to Overcoming a Life Crisis:

Jerry White, a cofounder of Survivor Corps, an organization that helps victims of war and terror. Our mission, and my passion, is to help survivors heal and get on with their lives. Sounds simple, but in many places where we work, the idea of overcoming doesn’t always resonate.

This sounds to be a very promising book. I should admit that though I have not read the whole book (I am under extreme pressure to survive writing…-will disclose later), I sense the book has inspiring stories that would give someone some needed strength or perspective on life as we survive.

Of course for me I wish the book clearly advocated for God’s help in life because human strength alone is not adequate. I strongly believe that survivorship is not complete without God and in any case our simple survivorship is simply a foretaste of what we really need to be. We need to be thriving and not surviving.

Scott Goodson write about the Interview that Jerry White did over on Guy Kawasaki’s blog on his blog, Scott Goodson’s Writings in his post, Five Steps For Overcoming a Life Crisis:

Jerry White has recently published an extraordinary book (entitled “I will not be broken”) which I have ordered on Amazon tonight. He is the co-founder of Survivor Corps (formerly Landmine Survivors Newwork). His changed in 1984 when he lost his leg in a landmine explosion while visiting Israel. After this experience he has championed the cause of survivorship and became a leader in the International Campaign to Ban Landmines. In 1997 he shared the Nobel Peace Prize with Jody Williams for his efforts. He recently published a book called I Will Not Be Broken: Five Steps to Overcoming a Life Crisis. Guy Kawasaki has a wonderful posting with an interview with Jerry today.

Kathi mentions I Will Not Be Broken over on her blog in a post entitled Monday Potpourri of Things to Pass On:

I received an email about a book that looked interesting, if you want to find out more about it, it’s called I Will Not Be Broken : Five Steps to Overcoming a Life Crisis by Jerry White. I’m looking forward to reading it and will let you know what I think when I finish my copy.

Karine found I Will Not Be Broken over at Guy Kawasaki’s blog and mapped it to surviving entrepreneurial failure — and how to take that feeling of being a failure and the victimhood associated and turn it around and realize that just because you have a failed experience doesn’t — and shouldn’t — paint you as a failure — in a post called Surviving a failed project:

I read an excellent post from Guy Kawasaki’s blog, How to change the world. The post was an interview with Jerry White, the co-founder of Survivor Corps. The interview focused on the art of survival. How do you go on after a tragedy, how do you move away from that event?

It made me think about the aura that failure can give you. When you project fails, you can surrender to the failure or move on, determined to make the next project a success. You can also choose to become a victim of that failure, a let it taint the next project with defeatism.

The Interview that Jerry White did over on Guy Kawasaki’s blog on his blog really resonated with Shane over at What Leadership Demands in a post called Survival:

Of all the articles and stories I read this week this one stuck with me. I am fascinated by how much of what Jerry White has learned through is own personal tragedy translates to all of us and how we go through life.

At some point we are all confronted with a “life crisis”. This crisis will ultimately test our faith… the question for each of us is where, or in who, will our faith be placed? Pay specific attention to question #3. The five steps Mr. White identifies as essential to overcoming a crisis in this world looks a lot like the stages anyone would go through as they accept Christ and begin to follow him to get beyond their past without him.

Mr. White does not speak to his own personal faith journey so I can not offer an opinion on his source for his survival process. Truth, though, has only One source regardless how we think we arrive at it. He does quote the Dalia Lama but that does not necessarily point us to where Mr. White’s ultimate faith lies.

Jim and Brenda Johnson wrote a wonderful post about I Will Not Be Broken on their blog, Straight, Not Narrow, in the post “I Will Not Be Broken”:

That’s the title of a new book which, while it is not specifically about the LGBT community, it does cover some topics that are of value to everyone, perhaps every particularly LGBT people. The information below is from the official website for the book. I was contacted and asked if I would post something here about the book, and I am happy to do so.

Bruce Tomaso of the The Religion Blog of the Dallas News wrote a very lovely post about I Will Not Be Broken entitled Landmine Survivor Writes About Coping with Crisis

Jerry White, who lost a leg when he stepped on a landmine in Israel in 1984, is a co-founder of Survivor Corps, a group dedicated to helping the victims of violent conflicts around the world. He’s been active in the International Campaign to Ban Landmines, which shared the 1997 Nobel Peace Prize.

White has written a book, “I Will Not Be Broken: 5 Steps To Overcoming a Life Crisis,” in which he offers his advice on how to get through tough times — the loss of a loved one, a painful divorce, a serious injury, and so forth.

Jill Army of her eponymous blog, Jill Army, plans to review I Will Not Be Broken by Jerry White — in fact, she was inspired to revive her blog partially in order to do the review! We really appreciate it (via I’m un-jinxing myself!):

I intend to begin blogging again…right after I scrub the residual sticker goo off my computer. I will be reviewing a book : “I Will Not Be Broken: Five Steps to Overcoming a Life Crisis,” by Jerry White, the co-founder of Survivor Corps http://iwillnotbebroken.org. I’ve already read the intro and first two chapters (thanks to the free download) and it’s going to be inspirational and help so many people. I know it is something all my readers (yes all two of them …hi dad!) will enjoy and pass on to those around them that need to hear the message and take the steps. I know I will. Looking forward to blogging again.

At 8 Hours & A Lunch, Deb Owen wrote a review of the Interview that Jerry White did over on Guy Kawasaki’s blog:

There’s a must-read interview with Jerry White on Guy Kawasaki’s how to change the world blog today that he is calling “The Art of Survival.” [...] I began to look for my “favorite snippet” in the interview, but the whole interview is worth the few minutes to read. It’s a great perspective with applications many of us could use in multiple areas of our daily lives. Check it out.

Heidi blogs about Jerry White’s book in a post called, “I Will Not Be Broken”: The Book by Jerry White, Survivor Corps, on here blog, Mommy Monsters:

I have not read this book … but this looks like a worthwhile read for those who are struggling to rise above circumstances from their past or present. So I wanted to pass it on to you!

Guy Kawasaki wrote a stellar blog post about his interview with Jerry White on the Art of Survival, about Survivor Corps, and about Jerry White’s new book, I Will Not Be Broken: Five Steps to Overcoming a Life Crisis:

Jerry White is the co-founder of Survivor Corps (formerly Landmine Survivors Newwork). His life changed in 1984 when he lost his leg in a landmine explosion while visiting Israel. After this experience he has championed the cause of survivorship and became a leader in the International Campaign to Ban Landmines. In 1997 he shared the Nobel Peace Prize with Jody Williams for his efforts. He recently published a book called I Will Not Be Broken: Five Steps to Overcoming a Life Crisis

Erin Burke of Liquid Heat wrote a forum post about the book, I Will Not Be Broken over on the forum SL Exchange:

I will be the first to admit that I am not a book reviewer or even a professional blogger for that matter. Recently a book was brought to my attention that I felt compelled to let everyone know about. The book is titled “I Will Not Be Broken” and the author is Jerry White.

It’s funny how life works sometime, the person that told me about this book thought I would be interested because I work with Relay for Life in Second Life. I work with Relay for Life because on June 21, 1996 I lost my mother to cancer and it makes me feel as if I am honouring her life by hopefully helping raise money to find cures for cancer, so that someone else will be saved the pain and fear she went through and the pain and fear I have continued to go through by losing her.

I Will Not Be Broken is not a book about cancer survivors specifically, it is a book about survivors period. Survivors of any crisis that enters their life and how to live with it and overcome it. There was a line in Jerry’s book that although very simple, really struck me

“They say what doesn’t kill you makes you stronger. It’s not quite that simple. I believe you have to decide it will make you stronger.”

There is a very thoughtful and Buddhism-focused blog post about Jerry White’s book over at Transparent Eye, I Will Not Be Broken: Five Steps to Overcoming a Life Crisis by Jerry White:

I don’t usually respond to press releases, but the one announcing I Will Not Be Broken: Five Steps to Overcoming a Life Crisis by Jerry White interested me enough that I checked out the intro and first chapter, which are available online.

White is the co-founder of Survivor Corps who lost his leg to a land mine. The book sounds like it has a self-help orientation, and is chock full of anecdotes. He distills it into a five-point program

o Face facts
o Choose life
o Reach out
o Get moving
o Give back

My sense is that it is compatible with Buddhist notions of compassion, though oriented more toward international humanitarianism.

Speaking now from my own knowledge, studies of human happiness have shown that it has little to do with actual circumstance, and more to do with predispositions are are either genetic or developmental. People can come back from tragedy, but a key step is to loosen attachment to the way things were but no longer are(Buddha’s Four Noble Truths). Once that block is overcome, finding new life goals and working toward them can provide a path to achieving satisfaction.

Sharon of The Reservoir wrote a very complete review post entitled Book Review: About I Will Not Be Broken, a Book by Jerry White:

From a leader of the Nobel Peace Prize-winning movement to ban landmines and founder of Survivor Corps comes an astoundingly effective guide to recreating a happy and fulfilling life after catastrophe strikes—a book that Bob and Lee Woodruff call “a road map for the individual and their family to re-enter the land of the living.” In I WILL NOT BE BROKEN, Jerry White reframes the question “why do bad things happen to good people?” and asks, given that bad things do happen, how do people absorb the blows and move through them?

Sharon also wrote a touching and insightful personal testimonial in a post called Dealing with loss (my experience):

In November of 2006 I lost my cousin to a fatal road accident. It was even more harrowing because I had known him for little over 10 years; both families had recently become reconciled. He was also one of my favorite cousins.

It was like most deaths of that sort, a needless one. I remember when I first heard the news, the question I kept asking was why? I needed to know why it happened. He was only 24 years old, he hadn’t even begun to really live life. How could he just be snuffed out like that?

I’d just been called to bar (in fact, he was buried on the same day I was called to the bar). So I just buried it deep down inside me and didn’t think about it.

Then less than a year later, I met my husband to be. In telling him about my family, I started to tell him about this cousin when I felt a deep flood of emotion threaten to drown me. I started crying and just couldn’t seem to stop. I cried so hard, I wanted to die. I was still asking why?

I finally dried my tears. I still don’t understand why. I became a lawyer and he wasn’t there to rejoice with me. I’m getting married soon and he never even met my fiance. I still haven’t deleted his email address from my inbox. Many times I think I’m over it and then I feel the grief well up again; and the tears start to trickle down unobtrusively.

But I have refused to allow the grief incapacitate me. Instead I tap into it and it makes me stronger. It gives me more compassion for others, keeps me in touch with my feelings. It reminds me of my own immortality and helps me keep my priorities straight.

In my own way, I have assimilated the 5 steps to dealing with crisis in Jerry White’s book, I Will Not Be Broken and made them work for me.

I know my cousin is gone and nothing I do will bring him back; not all the grieving in the world. I can’t shut down because of that (he wouldn’t want me to). So I have chosen instead to live and not merely exist. I get together with my brothers and his brother every now and then to reminisce about him. It keeps him alive in our hearts and we offer strength to each other. I live my life in a way I know will make him proud but more than that, the experience has made me more compassionate to others who are also grieving.

These steps are time tested and have been proven (especially in my own life). We can’t stop tragedy form happening but we can overcome tragedy. However it is a personal choice. But it is a choice that can be made if the steps in I Will Not Be Broken are diligently applied.

Sandy Carlson writes about Jerry White’s book, I Will Not Be Broken: Five Steps to Overcoming a Life Crisis by Jerry White, in the post Review: I Will Not Be Broken:

The book outlines a program of five steps for coping with disaster. He draws on his experiences as well as those of famous persons such as Lance Armstrong; Diana, Princess of Wales; Christopher Reeve, the American Psychological Association, and the not so famous–his college roommate, his mom, Bosnians who survived the warn in their country, a little Cambodian girl who also lost a leg to a landmine. His drawing on the wisdom of persons from all walks of life underscores he beliefs that wisdom is a collective resource as well as an individual one and that all life is interconnected. White’s book approaches the challenge of trauma positively by focusing on individual strengths rather than dwelling on what went wrong and why.

I Will Not Be Broken is an earthy, conversational, and real testament of the beauty and wonder of all life.

Burkitt wrote a post about I Will Not Be Broken by Jerry White in the the British Cancer Survivors forum:

I received an email from somebody recommending this book: I will Not be broken. I had a look at the website and I think the book is worth recommending to others, even though it was not written by somebody affected by cancer.

Carl Wilton wrote, in May 12, 2008 – Unbroken, on his blog, A Pastor’s Cancer Diary, how the experience of a man who has lost his leg to a Landmine in Israel has a lot in common with someone suffering and surviving cancer. That illness and tragedy is transforming and always immensely difficult to overcome — to survive and then thrive:

I think White’s conclusions can be generalized to include the experience of being diagnosed with a slowly-progressing disease like cancer. In the book, he recalls a conversation he had with Princess Diana, with whom he worked as an anti-landmine activist. Touring Bosnia and speaking with survivors, they observed that everyone seemed to have “their date.” They could all state precisely on which date they had been injured or bereaved.

Many of us cancer survivors can do the same with our dates of diagnosis (mine was December 2, 2005). Before that date, we may have a suspicion something is wrong, but we still have the luxury of hoping it’s nothing serious. After that date, we can never return to such naiveté. We will, forever after, be cancer survivors.

Mommy blogger, Robin, wrote a powerful post on her blog, Around the Island, Rebuilding a better world, one survivor at a time:

Until a few weeks ago, I had never heard of Jerry White, let alone known that he is a leader in the international fight against landmines. I didn’t know that he has this calling because he himself lost his leg to a landmine when he entered an unmarked minefield in the north of Israel, my own country, in 1984. I didn’t know about his struggle to redefine his life after his accident, to choose survival, and I didn’t know that he had taken it one step further, going on to found the Nobel Peace Price-winning Landmine Survivors Network (LSN), the same organization that Princess Diana was involved with.

I didn’t know that he had recently expanded LSN’s mission from aiding those injured by landmines to aiding all those who are victims of the worst epidemic of all – the very preventable epidemic of war and violence. The new mission bears a new name as well – Survivor Corps – which reflects both its calling and its philosophy.

Now I know, and I am proud to help spread the word.

If you’re interested in blogging about either Survivor Corps or the book, I Will Not Be Broken, pop me an email and I can hook you up.

My blog is so expansive and so old now, with 4,627 articles, that I get jacked left and right my autoblog and roblogs. I don’t really care or really mind; however, sometimes, there is gold to be mined. This wee little interpretation, done my an algorithm, encapsulates my entire life as a blogger:

I, Chris Abraham, Watch American Idol; Democrats Can’t Define Themselves or Their Agenda; Are You Excited about Any of the American Idol Top 12? Coca-Cola Blak the New Black? I Want Taylor Hicks to Win American Idol; Chris Daughtry is …

Via Idol News autobot