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url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-ExtraLightItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-ExtraLightItalic.otf') format('undefined');}@font-face {font-family: 'IBMPlexSans-Thin';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-Thin.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-Thin.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-Thin.otf') format('undefined');}@font-face {font-family: 'IBMPlexSans-TextItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-TextItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-TextItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-TextItalic.otf') 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{font-family: 'IBMPlexSans-SemiBoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-SemiBoldItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-SemiBoldItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-SemiBoldItalic.otf') format('undefined');}@font-face {font-family: 'IBMPlexSans-LightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-LightItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-LightItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexSans-LightItalic.otf') format('undefined');}@font-face {font-family: 'IBMPlexMono-Bold';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-Bold.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-BoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-BoldItalic.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-ExtraLight';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-ExtraLight.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-ExtraLightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-ExtraLightItalic.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-MediumItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-MediumItalic.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-Light';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-Light.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-Medium';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-Medium.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-Text';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-Text.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-ThinItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-ThinItalic.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-Regular';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-Regular.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-SemiBoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-SemiBoldItalic.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-TextItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-TextItalic.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-LightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2021/09/IBMPlexMono-LightItalic.woff') format('woff');}@font-face {font-family: 'IBMPlexMono-Italic';src: 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December 24, 2008No Comments

ON: The King’s New Fragrance

Looking for a new scent to hit the club scene?  Look no further! Burger King launched a limted edition body spray that claims to smell like "the scent of seduction with the hint of flame-broiled meat".

Want to your man to salivate like a Pavlovian dog when your in the room? BK says "The Whopper sandwich is America's Favorite burger. FLAME by BK captures the essence of that love and gives it to you in the form of a body spray."

Picture 4

This is such a simple idea!  It is excuted with utter grace. I love the the full screen video clips.  They are campy fun that gave me a good chuckle. I also think the omni-present "buy now" button helps you close the deal no matter what stage of the videos you are at.  

Picture 5

This is what digital was meant to do! Where else can you extend the King character (brand) and make a sale at the same time?

The only thing that the site lacks is an easy way for me to port this into my network?  How hard is it to jack in Gigya's wildfire?

Check out the site at http://www.firemeetsdesire.com/

ON: The King’s New Fragrance via @jpenabickley

October 10, 2008No Comments

ON: Tribes

Definition: A tribe, viewed historically or developmentally, consists of a social group existing before the development of, or outside of, states.  (Source: Wikipedia)
Marketing To Tribes - We are all trying it.

At the center of most tribes is a passion for a shared experience.  This is no different from Social Networking.  Marketers will continue to try to market within Social Media and some will fail, some will learn and some will find the right tribe.  When a Brand finds the right Tribe they will win the popularity contest we call "Tribal-Share".

ON: Tribes via @jpenabickley

October 10, 2008No Comments

ON: Tribes

Definition: A tribe, viewed historically or developmentally, consists of a social group existing before the development of, or outside of, states.  (Source: Wikipedia)
Marketing To Tribes - We are all trying it.

At the center of most tribes is a passion for a shared experience.  This is no different from Social Networking.  Marketers will continue to try to market within Social Media and some will fail, some will learn and some will find the right tribe.  When a Brand finds the right Tribe they will win the popularity contest we call "Tribal-Share".

ON: Tribes via @jpenabickley

July 13, 20084 Comments

ON: NIKEFootball’s Widget Launch

"NIKE, AKQA and MindShare Partner to Change Widget Advertising For Good" was the headline of the press release that I received in my ON: Inbox last week.  While it peaked my interest it also gave me pause and reminded me that "change begets more change".  Widgets are not a new change for consumers.  What has changed is our use of them as an easy way to distribute content for brands by sharing the content and functionally in them with our communities.  the brilliant marketers at NIKEFootball know that the brand site, at launch, is a place for consumers to fall in love and share. 

http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=rb&c=22&page=typepad&pli=452203&pi=0&wdg=1&rp=http://ds.serving-sys.com/BurstingCachedScripts/ReportPage_63_2.html&ord=691357.9921238124

In an attempt to deliver on of the largest video widget campaigns ever, the European Soccer Championship, Eyeblaster, NIKE, AKQA and Mindshare worked together to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website.

Picture_2

NIKEFootball’s video widget campaign moved across more than 10 countries, revolutionizing the way any brand has ever used ad serving technology. The campaign uses bought/paid media combined with Nike Media (ie sites, banners and applications) to inspire earned / consumer generated media across the globe.

Here is the lift from the press propaganda sheet:
Eyeblaster, home of the world’s most innovative integrated digital marketing solutions has been selected by global advertising agency AKQA and worldwide media agency network MindShare to serve and measure innovative branding video widgets for NIKE across 10 countries.

As part of a multi-faceted campaign that crosses multiple borders, the widgets leverage Eyeblaster’s digital expertise and technology to enhance user experience and brand integration for one of the most well-known brands on the planet.

“We’re excited to launch one of the largest global video widget campaigns ever,” said Mike Cookson, content and media director at Nike EMEA. “AKQA’s creative ability, MindShare’s leading distribution strategy and Eyeblaster’s targeting technology is enabling Nike to distribute content in ever-smarter ways.”

NIKE’s new campaign uses ad-unit content distribution (ACD) to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website. AKQA designed the NIKE widget to showcase video using well known sporting and media celebrities to deliver NIKE branded content directly from a video banner ad to social networks, homepages, blogs, etc.

“NIKE’s new campaign breaks the traditional online advertising model,” said Chris Hancock of AKQA. “We wanted to invent a way to push content out to users. Using Eyeblaster, we designed a campaign that uses advertising space on websites as a channel to distribute video from a site in conjunction with the added ability for consumers to ‘grab’ the content.”
“The widget represents fresh thinking that adds value to consumers' experiences of the brand.  It allows us to sustain a 3-way dialogue between Nike and consumers and amongst themselves, throughout the campaign and beyond, by continually refreshing our messaging and the functionality of the widget,” added Hani Mahdi, account director at MindShare WorldWide.

To maximize ad spend and add a viral aspect to the campaign, AKQA integrated seeding technology with the video widget. The seeding technology is powered by Gigya in cooperation with Eyeblaster. Users can “grab” the widget from the website they are looking at and install it on their social networking page. This opens a direct, permanent communication channel with users where NIKE can update video content at anytime.

“NIKEFootball’s new widget campaign revolutionizes the way any brand has ever used ad serving technology,” said Gal Trifon, CEO and co-founder of Eyeblaster. “Eyeblaster makes it possible to fully execute MindShare’s and AKQA’s creative strategy and we are confident that the campaign will generate great results.”

The campaign is being served and measured using Eyeblaster’s Ad Campaign Manager (ACM) platform. With ACM, AKQA and Nike can access data consolidation and manage geo targeting, dynamic content and global distribution from one platform.

This does not feel new, but it sure feels big.  Perhaps the change they speak of is when a big brand like Nike pushes the limits on content and distribution perhaps it will inspire other categories to follow suit with relevant content that will inspire brand love.

If this is the LARGEST WIDGET LAUNCH EVER - Does anyone know which widget sharing platform they used?  I scrubbed the code and it looks like Gigya has done it one more time!  It just seemed highly unlikely that they would re-invent that wheel at the brand's expense.

ON: NIKEFootball’s Widget Launch via @jpenabickley

July 13, 20084 Comments

ON: NIKEFootball’s Widget Launch

"NIKE, AKQA and MindShare Partner to Change Widget Advertising For Good" was the headline of the press release that I received in my ON: Inbox last week.  While it peaked my interest it also gave me pause and reminded me that "change begets more change".  Widgets are not a new change for consumers.  What has changed is our use of them as an easy way to distribute content for brands by sharing the content and functionally in them with our communities.  the brilliant marketers at NIKEFootball know that the brand site, at launch, is a place for consumers to fall in love and share. 

http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=rb&c=22&page=typepad&pli=452203&pi=0&wdg=1&rp=http://ds.serving-sys.com/BurstingCachedScripts/ReportPage_63_2.html&ord=691357.9921238124

In an attempt to deliver on of the largest video widget campaigns ever, the European Soccer Championship, Eyeblaster, NIKE, AKQA and Mindshare worked together to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website.

Picture_2

NIKEFootball’s video widget campaign moved across more than 10 countries, revolutionizing the way any brand has ever used ad serving technology. The campaign uses bought/paid media combined with Nike Media (ie sites, banners and applications) to inspire earned / consumer generated media across the globe.

Here is the lift from the press propaganda sheet:
Eyeblaster, home of the world’s most innovative integrated digital marketing solutions has been selected by global advertising agency AKQA and worldwide media agency network MindShare to serve and measure innovative branding video widgets for NIKE across 10 countries.

As part of a multi-faceted campaign that crosses multiple borders, the widgets leverage Eyeblaster’s digital expertise and technology to enhance user experience and brand integration for one of the most well-known brands on the planet.

“We’re excited to launch one of the largest global video widget campaigns ever,” said Mike Cookson, content and media director at Nike EMEA. “AKQA’s creative ability, MindShare’s leading distribution strategy and Eyeblaster’s targeting technology is enabling Nike to distribute content in ever-smarter ways.”

NIKE’s new campaign uses ad-unit content distribution (ACD) to extend the reach of NIKE branded football films found on its groundbreaking NIKEFootball website. AKQA designed the NIKE widget to showcase video using well known sporting and media celebrities to deliver NIKE branded content directly from a video banner ad to social networks, homepages, blogs, etc.

“NIKE’s new campaign breaks the traditional online advertising model,” said Chris Hancock of AKQA. “We wanted to invent a way to push content out to users. Using Eyeblaster, we designed a campaign that uses advertising space on websites as a channel to distribute video from a site in conjunction with the added ability for consumers to ‘grab’ the content.”
“The widget represents fresh thinking that adds value to consumers' experiences of the brand.  It allows us to sustain a 3-way dialogue between Nike and consumers and amongst themselves, throughout the campaign and beyond, by continually refreshing our messaging and the functionality of the widget,” added Hani Mahdi, account director at MindShare WorldWide.

To maximize ad spend and add a viral aspect to the campaign, AKQA integrated seeding technology with the video widget. The seeding technology is powered by Gigya in cooperation with Eyeblaster. Users can “grab” the widget from the website they are looking at and install it on their social networking page. This opens a direct, permanent communication channel with users where NIKE can update video content at anytime.

“NIKEFootball’s new widget campaign revolutionizes the way any brand has ever used ad serving technology,” said Gal Trifon, CEO and co-founder of Eyeblaster. “Eyeblaster makes it possible to fully execute MindShare’s and AKQA’s creative strategy and we are confident that the campaign will generate great results.”

The campaign is being served and measured using Eyeblaster’s Ad Campaign Manager (ACM) platform. With ACM, AKQA and Nike can access data consolidation and manage geo targeting, dynamic content and global distribution from one platform.

This does not feel new, but it sure feels big.  Perhaps the change they speak of is when a big brand like Nike pushes the limits on content and distribution perhaps it will inspire other categories to follow suit with relevant content that will inspire brand love.

If this is the LARGEST WIDGET LAUNCH EVER - Does anyone know which widget sharing platform they used?  I scrubbed the code and it looks like Gigya has done it one more time!  It just seemed highly unlikely that they would re-invent that wheel at the brand's expense.

ON: NIKEFootball’s Widget Launch via @jpenabickley

April 20, 2008No Comments

ON: The Spiderwick Chronicles Site

My son loved this movie... and I love the site for many of the same reasons. 

Picture_8

The art work is rich and music is epic.  It is what the kids are talking about.  While it could have used an easy way to grab content ala Gigya ... I think they hit a home run with the text to get mobile goodies.

Check it out at: http://www.spiderwickchronicles.com/

ON: The Spiderwick Chronicles Site via @jpenabickley

January 20, 20082 Comments

ON: Gigya

Designing the perfect experience is what drives me when i come up with an idea.  When I was designing the digital experience for Room-A-Day, I needed to find something that could be used for acquisition, conversion as well as retention. 

The Kimberly-Clark widget was created with the fundamental tenants of CRM 2.0 with the power of  mass social media reach.  I did countless hours of interviews with different widget companies, played with different interfaces and designed several scenarios . After all that play, one stood out as not only the strongest multi-platform installer,  but it also gave me the strength of a rich media ad server and ad network. 

Gigya_logo_2
Many of you have asked how The Kimberly-Clark Widget was so easy to implement across all social media platforms.  The answer is a phenomenal partnership with a widget platform (Wildfire) and ad network (Gigya).  While we created the idea, designed the video and widget interface, it was Gigya's Wildfire that let us do what we do best - which is the strategy and idea.  Gigya's technology has facilitated many more installs than we anticipated for the campaign.

See My Endorsement In Related Press:

ON: Gigya via @jpenabickley

January 20, 20081 Comment

ON: Gigya

Designing the perfect experience is what drives me when i come up with an idea.  When I was designing the digital experience for Room-A-Day, I needed to find something that could be used for acquisition, conversion as well as retention. 

The Kimberly-Clark widget was created with the fundamental tenants of CRM 2.0 with the power of  mass social media reach.  I did countless hours of interviews with different widget companies, played with different interfaces and designed several scenarios . After all that play, one stood out as not only the strongest multi-platform installer,  but it also gave me the strength of a rich media ad server and ad network. 

Gigya_logo_2
Many of you have asked how The Kimberly-Clark Widget was so easy to implement across all social media platforms.  The answer is a phenomenal partnership with a widget platform (Wildfire) and ad network (Gigya).  While we created the idea, designed the video and widget interface, it was Gigya's Wildfire that let us do what we do best - which is the strategy and idea.  Gigya's technology has facilitated many more installs than we anticipated for the campaign.

See My Endorsement In Related Press:

ON: Gigya via @jpenabickley

January 8, 20081 Comment

ON: CRM 2.0 – A Continued Definition

As we begin plunging head first into the world of Social Media with our brands we should consider people's behavior in social networks or amongst their Community's Passion Platforms.  [A Community Passion Platform is a group of people who congregate in social
networks to keep up with news, information and offers in specific
interest areas.] 

There are many elements to a campaign, While we start with the strategy , The Idea - The Message and the Creative execution is what makes a virus spread. If the Idea, Message of Creative execution is not relevant to a community, worthy of a consumers use in their every day lives or simply a gimmick with no pay-off to the target audience then the message will go unheard.  A great idea or tool can create the perfect storm. 

In the context of viral epidemics it's very similar. remember the meme? [ A meme is a idea that behaves like a virus--that
moves through a population, taking hold in each person it infects. ] I
must say, though, that I don't much like that term [just like the term widget - it does not define the organism's unique characteristics]. What bothers me the most about about the discussion of memes is that no one ever tries to
define exactly what they are, and what makes a meme so contagious.  I am a firm believer that content is king, and the formula lies in the details of a campaign.  If the idea is good it easily will lead to endless content which acts as a formula for the perfect virus.

Crm20_key During this exercise, I begin by looking at the existence of Communities with Passion Platforms (CPP) and their reasons for passion.  One example of a Community Passion Platform (CPP) would be a community made up of people with a passion for all things fitness. 

In the Fitness CPP, people often buy health and wellness products, purchase and take advantage of the internet for fitness tips and new fitness products as well as use the community to gain access to hard to reach events or people. After studying the commonalties in people's behavior in the CPP, I began to witness  migratory patterns of connectors as well as the buying habits of those in the CPP. 

There are many persona types in the CPP, but the connector is someone who knows a lot of people. The connector acts as a vehicle that evangelizes the idea both in and out of the CPP. The connector has a truly extraordinary knack of making friends and
acquaintances. Their uber connectivity helps his or her CPP stay in the loop on the happenings and findings.

Two other persona types I explored are the Mavens, Critiques, Joiners, Voyeurs and Salespeople

Another way to examine personas is to look at The Tipping Point (The Tipping Point is an examination of the social epidemics that surround us.)  The connector is the message carrier and acts as a point of origin for each CPP.  A great example of this following the history of Patient Zero in the history of the AIDS epidemics.  Patient Zero was the point of origin for an fast spreading epidemic.

We as creative thinkers must begin to look at our target's Passion Platforms and what will infect a person enough for him or her to carry the conversation on to other CPPs.  Using the following diagram of example Community/Passion Platforms see how connectors evangelize or carry a creative idea's message or creative unit with them from one CPP to another.

Cluster_behavior_01

Now we add amplification with the use of mass media vehicles and partnerships.  In order to generate awareness and enhance the experience there are mass media vehicles which can be activated to help deliver amplification of the details of idea or (virus) outside of a CPP. There are many examples of mass media forms that will help connectors carry a topic or passion.  Branded content, promotional spots banner advertising and search are a great start to delivering the initial awareness as well as the necessary audience amplification that can drive to an idea in to a virus.

The goal of amplification is to take the fragmented media [people, tv, internet, mobile, retail, event and outdoor] and create a cohesive experience that supports the details of the idea.  This can happen in the form of a media partnership strategy that gives your target's CPP access to information, news and events that cannot get to on their own or anywhere else.

To effectively create a campaign, the creative brief must change to include the big eight.

1.] Identify Community Emotional Needs
2.] Develop Community Personas {Types & Trends}
3.] Concept "Tools" or "Ideas" {Create and Fulfill Desire}
4.] Develop A Key Message {Simple Relatable Story}
5.] Choose Best Media Vehicles & Partnerships {Offer Reach & Engagement}
6.] Craft Feedback Loops For Learning
7.] Develop Rapid Response To Consumer Feedback
8.] Use Consumer Feedback to Deliver Innovation

These eight steps to identifying and planning your account this year are not rules, they are best practices that lead to long term brand relationships inside communities.

In 2008 we must pay close attention to technology which facilitates the connectors and mavens to carry a message easily and quickly on in platforms and media types. Connecting the communities becomes increasingly easier when you are able to use technology to facilitate the ease of use for the connectors. (See Gigya's Wildfire - A One Click Platform)

Many of you have asked me for a high-res version of this map.  Click here to download a hi-res image off of flickr.

ON: CRM 2.0  – A Continued Definition via @jpenabickley

January 8, 20081 Comment

ON: CRM 2.0 – A Continued Definition

As we begin plunging head first into the world of Social Media with our brands we should consider people's behavior in social networks or amongst their Community's Passion Platforms.  [A Community Passion Platform is a group of people who congregate in social
networks to keep up with news, information and offers in specific
interest areas.] 

There are many elements to a campaign, While we start with the strategy , The Idea - The Message and the Creative execution is what makes a virus spread. If the Idea, Message of Creative execution is not relevant to a community, worthy of a consumers use in their every day lives or simply a gimmick with no pay-off to the target audience then the message will go unheard.  A great idea or tool can create the perfect storm. 

In the context of viral epidemics it's very similar. remember the meme? [ A meme is a idea that behaves like a virus--that
moves through a population, taking hold in each person it infects. ] I
must say, though, that I don't much like that term [just like the term widget - it does not define the organism's unique characteristics]. What bothers me the most about about the discussion of memes is that no one ever tries to
define exactly what they are, and what makes a meme so contagious.  I am a firm believer that content is king, and the formula lies in the details of a campaign.  If the idea is good it easily will lead to endless content which acts as a formula for the perfect virus.

Crm20_key During this exercise, I begin by looking at the existence of Communities with Passion Platforms (CPP) and their reasons for passion.  One example of a Community Passion Platform (CPP) would be a community made up of people with a passion for all things fitness. 

In the Fitness CPP, people often buy health and wellness products, purchase and take advantage of the internet for fitness tips and new fitness products as well as use the community to gain access to hard to reach events or people. After studying the commonalties in people's behavior in the CPP, I began to witness  migratory patterns of connectors as well as the buying habits of those in the CPP. 

There are many persona types in the CPP, but the connector is someone who knows a lot of people. The connector acts as a vehicle that evangelizes the idea both in and out of the CPP. The connector has a truly extraordinary knack of making friends and
acquaintances. Their uber connectivity helps his or her CPP stay in the loop on the happenings and findings.

Two other persona types I explored are the Mavens, Critiques, Joiners, Voyeurs and Salespeople

Another way to examine personas is to look at The Tipping Point (The Tipping Point is an examination of the social epidemics that surround us.)  The connector is the message carrier and acts as a point of origin for each CPP.  A great example of this following the history of Patient Zero in the history of the AIDS epidemics.  Patient Zero was the point of origin for an fast spreading epidemic.

We as creative thinkers must begin to look at our target's Passion Platforms and what will infect a person enough for him or her to carry the conversation on to other CPPs.  Using the following diagram of example Community/Passion Platforms see how connectors evangelize or carry a creative idea's message or creative unit with them from one CPP to another.

Cluster_behavior_01

Now we add amplification with the use of mass media vehicles and partnerships.  In order to generate awareness and enhance the experience there are mass media vehicles which can be activated to help deliver amplification of the details of idea or (virus) outside of a CPP. There are many examples of mass media forms that will help connectors carry a topic or passion.  Branded content, promotional spots banner advertising and search are a great start to delivering the initial awareness as well as the necessary audience amplification that can drive to an idea in to a virus.

The goal of amplification is to take the fragmented media [people, tv, internet, mobile, retail, event and outdoor] and create a cohesive experience that supports the details of the idea.  This can happen in the form of a media partnership strategy that gives your target's CPP access to information, news and events that cannot get to on their own or anywhere else.

To effectively create a campaign, the creative brief must change to include the big eight.

1.] Identify Community Emotional Needs
2.] Develop Community Personas {Types & Trends}
3.] Concept "Tools" or "Ideas" {Create and Fulfill Desire}
4.] Develop A Key Message {Simple Relatable Story}
5.] Choose Best Media Vehicles & Partnerships {Offer Reach & Engagement}
6.] Craft Feedback Loops For Learning
7.] Develop Rapid Response To Consumer Feedback
8.] Use Consumer Feedback to Deliver Innovation

These eight steps to identifying and planning your account this year are not rules, they are best practices that lead to long term brand relationships inside communities.

In 2008 we must pay close attention to technology which facilitates the connectors and mavens to carry a message easily and quickly on in platforms and media types. Connecting the communities becomes increasingly easier when you are able to use technology to facilitate the ease of use for the connectors. (See Gigya's Wildfire - A One Click Platform)

Many of you have asked me for a high-res version of this map.  Click here to download a hi-res image off of flickr.

ON: CRM 2.0  – A Continued Definition via @jpenabickley

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