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Creating Community for a Small Business by Kevin Dwinnell

I had the opportunity to speak with Owen McGab Enaohwo at Hire Your Virtual Assistant to discuss how to create an online community and how small businesses can get started using “community” to help their business.  You can see the full interview and an outline of the discussion at hireyourvirtualassistant.com/blog.  I don’t want to repeat that discussion here and detract from Owen’s efforts.

Still, it’s a great topic, because so much attention is on social media and the encouragement of brands to join the conversation with their consumers. The idea of online community goes back to the earliest days of the Internet, and the foundations of what works are not that different from what works in offline relationships.  Community is a powerful and persuasive communication channel and there’s no doubt companies need to have this as a part of their overall go-to-market strategy.  Yet, how, where and when you participate are all up for debate.

A small business is often resource constrained and the time commitment to building a community can be overwhelming.  There are better places to start and work toward the benefits without over committing. We go into those details in my discussion with Owen.

As much as I’m a believer in Brand Thunder’s interactive browser themes, it’s not the place I’d start – in fact, you still don’t see a Brand Thunder browser theme available (though you may notice www.ThunderThemes.com is a working URL and pointing to our gallery for an indicator of other efforts, but I digress).  While the browser theme is a powerful communication channel, it does well as an affinity marketing tool allowing brands to leverage the audience they’ve aggregated and deepen those relationships.  Small businesses need to be focused on creating those relationships and leveraging the platforms that can help with that, but in a manner that allows those community-building efforts to be inserted amongst the thousands of other necessary tasks for survival.

There are a lot a small steps a small business can take to make community building a part of their business building. Check out the discussion with Owen for those details, and there is a written outline if you don’t have time to watch the video.

Where do you think community falls in the priority of a small business and what are the best ways to leverage its power?

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Perseid Meteor Shower and the NASA Browser Theme by Kevin Dwinnell

156 bolides were detected on a single (pointed...
Image via Wikipedia

The top trending Twitter term, as I write this, is “meteor shower tonight.”  It’s a wonderful event to enjoy on a summer’s evening, and the timing this year is perfect for those of us on in the Eastern time zone.  A great memory from several years back was having a pre-dawn jog in an very open park during the Leonid meteor shower and being awed as meteors fell all around me.  It was truly stunning.

Thinking of space lends itself to that sense of awe.  When you get the bonus of the rare and infrequent events like a meteor shower or eclipse, it brings that mystique to you in a very close and personal way.  In a sense, we’ve tried to capture a bit of this with our latest NASA interactive browser theme.

Each week, we personally select a new background for the browser theme from NASA’s Image of Day and update the browser theme.  It’s an automatic change for you, giving you a fresh and exciting new browser experience every week.  Our goal is to deliver something beautiful and continually fresh without being too fleeting.

This coming week, while it’s not guaranteed, I would expect a stellar image of the Perseid meteor shower.  Unlike the real event, this one can’t be spoiled by clouds and you don’t have to get up in the middle of the night to enjoy it.  Try it out.

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Old Spice Overkill by Kevin Dwinnell

A bottle of Old Spice cologne.
Image via Wikipedia

Enough with the endless coverage of the Old Spice viral videos.  Marketing is a simple game – you break through the clutter, you build awareness, you make a sale.  Just like baseball is a simple game – you hit the ball, you catch the ball, you throw the ball.

There’s been so much attention given to the success of the campaign, it seems like nobody believed this Internet marketing thing really works.  It does and it’s a solid part of the overall marketing plan.  Just as the description of marketing and baseball above grossly simplify the games, credit should be given to P&G for the overall execution of the Old Spice campaign.  It’s been hard to miss Old Spice lately, whether its online videos, coupons or in-store promotions.  They had an abundance of presence, not a single good tool.  That presence helped break through the clutter and ultimately drive sales.

This is just another example of a well executed marketing plan.  We’re in the midst of relaunching the Huffington Post browser themes.  HuffPost isn’t successful because it rolls out one cool tool for their community.  HuffPost is aggressively building its content, Arianna is everywhere, and they continue to offer community tools like their interactive browser theme.  It’s an ongoing promotional and growth campaign that keeps gathering attention for them.

The same can be seen with The Daily Beast.  It’s another good news site with their own interactive browser theme.  Yet, you’ll also find Tina Brown across the media, whether it’s on Good Morning America or NPR, representing the Daily Beast and its excellent editorial staff.  You can find an example of her brand building for The Daily Beast as well as a list of excellent reads at her Must Reads at NPR.

It’s this hustle on multiple fronts that pays off.  Kudos to the Old Spice marketing team for a big hit.  A nice work across the board to build that success.

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Interactive Themes by Mike Kaply

Reposted from Mike’s Musings

So you may wonder why we called it Personas Interactive.

If you were go to the Brand Thunder Gallery, you would see what we specialize in – creating customized browser experiences for different sports teams, websites, musicians and more.

These browser experiences have evolved over the years in their design, their technology and even their name. But regardless of the technology change, these browser experiences always required the installation of a Firefox add-on and the restart of the browser for every one that you wanted to install.

One of the reasons we created Personas Interactive was to address this issue. With the advent of Personas in Firefox 3.6, we saw the opportunity to take our browser experience to the next level. So one of the core features of Personas Interactive is Interactive Themes.

Interactives Themes take the Enhanced Personas we talked about last time and add interactivity like clickable logos, sidebars, toolbars, feedreaders and more. So instead of just providing people with a picture of your website or brand, you can provide a way for them to connect with you in the browser.

Before we continue, I have to make a disclaimer. Up to this point, we’ve talked about things that anyone can do (set up their own Personas gallery, create Enhanced Personas) but at this point in time, an Interactive Theme can only be created by Brand Thunder. We’re working on expanding the technology so it is available to anyone. That doesn’t mean that you can’t have an Interactive Theme, though. Brand Thunder would love to work with your band, sports team, website or company to create an Interactive Theme. Just send an email to info@brandthunder.com.

So let’s look at a diagram that shows the differences between Personas, Enhanced Personas and Interactive Themes.

Persona Enhanced Persona Interactive Theme
Background Image X X X
Change Text Color X X X
Multiple Background Images X X
Position Background Images X X
Resize Background Images X X
Repeat Background Images X X
Clickable Logos X
Sidebar X
Toolbar X
Integrated Search X
Feed Reader X
Sponsorships X
Advertising X

So what does this mean in practice?

If you were to go to the Personas Interactive page with Personas Interactive installed, you would see some of our Interactive Themes in action.

Are you a fan of the Goblins Web Comic? There’s an Interactive theme that keeps your favorite web comic close at hand. If you need your daily fix of The Daily Beast, you can install an Interactive Theme that gives you links and news from The Daily Beast as well as the top story of the day updated in your browser. Is your team the Indianapolis Colts? You can connect with them right in your browser. Or maybe you like movies? The Movie Premiere Interactive Theme is updated with a new movie poster every 15 minutes. Can’t get enough of CollegeHumor? Install the Interactive Theme and your favorite links will be one click away.

And we’ve got over a hundred more Interactive Themes coming in the next few months. Besides porting our existing themes over to Personas Interactive, we’re working with great brands like the CBS Sports College Network to bring your favorite college sports teams to the browser.

So what should you do? Install Personas Interactive. Setup your own Personas gallery. Create an Enhanced Persona. And stay tuned, because we’ve got some great stuff coming your way.

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What is a Persona? by Mike Kaply

Reposted from Mike’s Musings

After I introduced Personas Interactive, I indicated that my next topic was going to be Enhanced Personas. As I was writing that post, though, I realized that I was putting the cart before the horse. Before I explain how we’ve enhanced Personas, I need to give more detail as to how you can put Personas on your website. Then we can talk about the enhancements we’ve made and how you can use them in your Personas. Remember that to really see these things in action, you need Personas Interactive. You can download it from here.

So what exactly is a Persona? You probably think of a Persona as just an image that goes in the background of your web browser. But Personas are not just the images. They are also a JSON file that gives a little bit of information. Here’s what a bare bones Persona looks like:

{"id":"mypersona@kaply.com",
 "name": "My Persona",
 "headerURL": "http://kaply.com/images/mypersona.png"
}

To use this Persona in a web page, Firefox introduced an attribute called data-browsertheme. To designate that an element on a web page defines a persona, you add that attribute to any element (usually an image):

<img alt="My Persona"
     data-browsertheme='{"id":"mypersona@kaply.com",
                         "name": "My Persona",
                         "headerURL": "http://kaply.com/mypersona.png",
                        }'
     src="mypersona.png"
     id="mypersona-preview">

Having the data as an attribute on the image isn’t enough, though. We need to have some JavaScript that hooks everything together. Personas works by using custom DOM events to indicate when an image is previewed, installed and reset. Here’s what preview looks like:

var event = document.createEvent("Events");,
event.initEvent("PreviewBrowserTheme", true, false);
document.getElementById('mypersona-preview').dispatchEvent(event);

Writing this code every time would be tedious, so I’ve created helper functions that do this for you. You can download them here. Attaching all the appropriate Persona events to a node is matter of calling attachPersona and passing it the node that you want to use for your Persona preview.

Now you may be thinking that it would be difficult to maintain JSON embedded in a web page, and you would be correct. What we need is an automated process to generate a Personas gallery. At the beginning of this article, I mentioned that Personas are described in a JSON file. What we want to do is store JSON files directly on our server and generate web pages that use the data contained in those JSON files. The reason for this is three fold. First, because it makes it easier to maintain, second because Personas can be updated by pointing to the JSON file directly, and third because we will use those JSON files for site specific Personas which we talked about in the previous post.

I’m a PHP developer, so the example I am going to provide is how to generate a Personas gallery using PHP. For my basic example, I’m using a top level directory with an index.php that will be my gallery and subdirectories that represent each Persona. Those directories are named for the Persona and contains a persona.json file, a PNG file used for preview that is named the same as the directory, and any other supporting images, like the background or icon. To generate a gallery item, you call the function generateGalleryItem passing it the name of the directory. Here’s some PHP code that does this:

<?php
function generateGalleryItem($name) {
  $handle = fopen("$name/persona.json", "rb");
  $contents = stream_get_contents($handle);
  fclose($handle);
  $persona = json_decode($contents);
?>
 <img alt='<?php echo $persona->name; ?>'
      data-browsertheme='<?php echo $contents; ?>'
      src='<?php echo $name; ?>/<?php echo $name; ?>.png'
      id='<?php echo $name; ?>-preview'>
<script type="text/javascript">
  attachPersona(document.getElementById("<?php echo $name; ?>-preview"));
</script>

With these code examples, you should be able to get a Personas gallery working on your website.

Earlier I talked about the fact that I was giving an example of a bare bones Persona. Now would probably be a good time to talk about what else you can specify in a Persona JSON file. Personas support the following attributes which are all strings:

id
The ID of the Persona. It does not have to be of the form persona@example.com, but it is recommended.
name
The name of the Persona, as displayed in Add-ons-Themes
headerURL
The URL of the image for the header. Per the Personas specifications, this image is 3000px wide x 200px high.
footerURL
The URL of the image for the footer. Per the Personas specifications, this image is 3000px wide x 100px high.
textcolor
The color of text in the browser.
accentcolor
The color used for the background of the browser, as well as the titlebar on Mac.
iconURL
The URL of an icon to be displayed in Add-ons->Themes
previewURL
The URL of a preview image to be displayed in Addons->Themes
author
Your Name. This is displayed in Add-ons->Themes

description
The description of your Persona. Normally this is only displayed when you right click a theme and select “About”, but for Personas Interactive, we’ve replaced the default display of “Created by” with the description.
homepageURL
A home page URL for your Persona. This is accessed by right clicking on a Persona in Add-ons->Themes
updateURL
The URL for your Personas JSON file. Firefox requires https, but for Personas Interactive, we allow http as well.
version
The version is used only when you need to update your Persona. If a version is added or is greater than the previous version, Firefox updates your Persona. This update check happens every 24 hours, similar to update checks for add-ons.

Site Specific Personas

I mentioned site specific Personas, so I might as well give you that information as well. To enable a site specific Persona, add the following code to the header of your website:

<link rel="persona" type="application/json" href="https://mydomain.com/mypersona/persona.json" />

The href points to the JSON file that describes your Persona. If you want to use a Persona from getpersonas.com, navigate to the Persona and then look at the URL. You’ll see a number at the end of the URL. The format for Persona update URLs is https://www.getpersonas.com/en-US/update_check/%ID%. Just replace %ID% with the number at the end of the URL.

One other thing before I close this out. I find the site JSONLint.com invaluable for debugging my JSON. Not only can you paste JSON there, but if you put a URL to your JSON file, it will read it and check it. I can’t recommend it enough.

I hope this has helped you get started adding Personas to your site. Next post – Enhanced Personas. I promise.

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Personas Interactive by Mike Kaply

Mozilla Firefox word mark. Guestimated clear s...
Image via Wikipedia

Reposted from Mike’s Musings

Brand Thunder released a new theme for the Goblins web comic today. While it’s a great theme and I’m excited to have it out there, I’m more excited about how we’re delivering it. Goblins is the first theme we are delivering on our new Personas Interactive platform.

Personas Interactive is a new add-on that allows us to deliver all of our interactive themes with one click in the same way that Personas works. In the next week or so, it will be available as a standalone download. Right now you can get it by downloading the Goblins theme.

But Personas Interactive isn’t just about interactive themes. It provides major enhancements to Personas within Firefox and adds support for Enhanced Personas (more on that later). I’d like to take a few posts to talk about what we’ve done with Personas Interactive. First we’re going to talk about what we’ve done to Personas; then we’re going to talk about Enhanced Personas and Interactive Themes/Interactive Personas. We’ll finish the series up by going into details about how web developers can use our new features.

Let’s start with what we’ve done to Personas within Firefox.

We’ve removed the limits

Firefox currently has a limit of eight Personas. We’ve completely removed that limit. You can have as many Personas installed as you would like.

We’ve removed the limitations

Firefox prevented Personas from working with any theme but the default theme. We’ve removed that limitation. They don’t always work right, but at least you can try.

We’ve removed the lock-in

Firefox uses the same permission model for Personas that it does for the installation of extensions. What this means is that if you give a site permission to install Personas, you’re also giving it permission to install extensions. For this reason, Firefox does not make it easy for you to enable other sites to provide previews and host Personas. We’ve created a new permission model for Personas so you can give a site permission to preview Personas knowing that all they can do is preview and install Personas. Now any site can host a Personas gallery! We’ll be providing more detail in the next week on how to do this or if you want to get started now, send me an email. And if you want to see this in action, check out design noir.

We’ve updated the look (on Windows)

Personas on Windows just don’t look right. With the gray tab and the extra dark tab strip, they just don’t pop like they do on the Mac. We’ve updated the Personas look on Windows to be more consistent.

We’ve given you the choice

We’ve added additional configuration options so that you can make your Personas look the way you want them. If you wish you could see just a little more of your Persona, add some space. If you don’t want the titlebar to change color on Mac, turn it off. If text shadows make your Persona look bad, turn them off.

We’ve added some really cool stuff

We’ve enabled site specific Personas. Any website can put one line in their HTML so that people see a Persona when they viewing that site. Of course they have to ask your permission! If you want to check this out, you can load my blog with Personas Interactive installed.

In my next post, I’ll be covering Enhanced Personas. The best analogy I can give is that Personas are like a bumper sticker on your browser. For the artist, Enhanced Personas give you a palette so you can size, position and repeat any number of images on the background to create a design that’s exactly what you want and that resizes with the browser. I think you’ll like it.

One more note – Brand Thunder brings you VERY cool themes and extensions for FREE, but each takes a team of designers and developers. Brand Thunder themes include Bing as the default search engine since our primary revenue source is our search partners, Bing and Ask, so please give them a try.

And before you ask, we’re hard at work on Firefox 4 support. We hope to have something in the next few weeks.

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Independence Days – July 4th and Otherwise by Kevin Dwinnell

A Fourth of July fireworks display at the Wash...
Image via Wikipedia

If you’re a startup or a small business, celebrate your own independence along with that of the U.S.A.’s.  If it helps, do like me and run Brand Thunder’s Independence Day browser theme to help get you in the spirit.

I’ve had a diverse career with a range of companies from big to small.  None of them gave the sense of independence that working for Brand Thunder does.  The difference this time, I think, is that I’m all in.  That doesn’t mean I wasn’t committed or dedicated to my previous jobs, it’s just there’s more riding on this venture from the standpoint of what I can contribute and affect.

Because my efforts can have that direct affect, that leads to the potential of making Brand Thunder work all encompassing as well.  It may be pretty close to that.  There are steady worries and a lot of time trying to work out the current puzzle.  “If I can just solve for this…” is usually how the internal conversation goes.

Yet, there’s never enough time and always more to do.  So, we’re forced to look through a lens that focuses on what’s important and most material.  That lens, however, isn’t just applied to the business.  It’s applied to the personal life as well.  When so much is this important, then all the important things must be considered.  The result has been more and better time spent with the family.

Knowing that the things needing attention the most are getting it is tremendously liberating.  I don’t know if this makes much sense to you, but it does for me.  With the three days this weekend, my time will be split between family, friends, celebrations and Brand Thunder, and I couldn’t think of a better way to celebrate independence.  Hope you find your own independence as well.

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What Are Your Analytics Telling You? by Kevin Dwinnell

India
Image via Wikipedia

We announced this week the launch of our interactive browser theme for Sanjeev Kapoor.  We love the fact that he’s a worldwide celebrity chef with an award-winning and record-setting television show.  Even more relevant to us is that this is the first browser theme for one of our top geographic markets.  That point got me thinking about the information about our audience that we look at but don’t monitor as closely as more critical data and what it tells us.

KPI or Just I?

When we look at the traffic to our site and product, there’s a large percentage of it coming from India.  Geography isn’t one of the Key Performance Indicators we track.  (For a good considerations list of KPIs, check out this post by Max Kalehoff.)  Geography is still an indicator of what’s effecting our business.  It’s easily reviewed when we do our occasional exploration of a much broader data set.  Call it an Indicators

The Whole Picture

We’ve all been groomed to look for exit points and keywords that drive traffic, in essence to look at the funnel and see how users are coming into our site and where they leave it.  While we focus on the browser, we’re in the same category of most web sites in determining what’s in the visible space of our user.  We watch monitor resolution of our audience so we know how to optimize the fusion of design, content and functionality featured in our themes.  That includes the width for the theme content and height for the sidebar content.  The trend of browsers going very thin in the chrome will pose interesting design challenges for us, but gives back precious real estate to the web sites.

Data in Aggregate

Having everything laid out in front of you can also help you identify other patterns that might otherwise be missed.  We’re proud of data that shows how users of an interactive browser theme click back to sites more often than their average user — and it can be an exponential difference.  However, putting all the elements side-by-side allowed us to identify an interesting sub-point.  Two commerce placements provided 2.5x the clicks as a single commerce button alone.  That’s a significant difference and great information for our clients to have.

We like finding these little nuggets as we review our data.  What gold do you find when doing your data mining?

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Is Your Web Site “Show Ready”? by Kevin Dwinnell

SAN ANSELMO, CA - MAY 27:  A realtor sign adve...
Image by Getty Images via @daylife

I’ve had my home on the market lately and had to live “show ready.”  At a moments notice, the realtor could (and did) call saying “we’ve got a showing scheduled for today.”  The house had to be ready to sell.  Part of the difficulty in these moments is to see the issues with the items we live with every day.

When you’re getting the house ready it’s easy to spot the cracks that need patching, or the paint that needs a fresh coat.  It’s much harder to see what’s part of the everyday that might turn a buyer off, like when I forgot to clean up the yard after my dog.  I got dinged from a buyer on that.

When it comes to your web site, what are the things that get overlooked and your customers might step in?  Here’s a check list of considerations:

  • Images – Are the screen shots and imagery you use current?  Are there elements in the images that might work against you.  (I used to work for a major portal and we always made sure our screen shots avoided the story of devastation that was the feature lead.)
  • Descriptions – Is the language you’re using still current and accurate?  Are you using terminology that your customer uses?
  • Links – Have you clicked through on links, especially after any site redesign or changes?  404 errors and page not found are killers.
  • Legal – Is your TOS (Terms of Service) and Privacy Policy up-to-date?  This is another area that should be reviewed after any product or site changes.
  • Copyright – Is the copyright current on your web pages?  Seeing a (c) 2005 just looks sloppy.
  • Web Browsers – Have you looked at your site in different browsers?  Internet Explorer, Firefox, Safari, Google Chrome.  They each have a large audience, and your standards-based web site should serve them all.  Does it?

Hope your site is “show ready” and it sells!  What are the other easy to miss items to review?

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World Cup Just One Way to Reach a World Audience by Kevin Dwinnell

The image of South Africa World Cup
Image by Lucas_B via Flickr

The kick off of the World Cup got me thinking about the marketing opportunity for companies trying to reach a multi-national audience with their product, and my own global expectations for Brand Thunder’s interactive browser themes when we were starting out.

For companies that can afford it, the mega sporting events like the Olympics and the World Cup offer a reach not found everyday.  I’m sure it makes sense for the larger companies to maintain their presence.  For smaller companies, we need to think more creatively.

Find Your Extended Sales Force

Brand Thunder leverages a distribution strategy that it began using in the U.S. – working with agencies and organizations that had the new media expertise and the brand relationships to extend the reach of our product.  It’s working well.  Our partner in the UK, KAM Sports International, brought the Scottish Premier League champion Glasgow Rangers into the Brand Thunder client fold.  We’re also about to launch product in Hong Kong through our partner HOTMEDIA, in India through our representative Kevin Jacobs, and are about to announce another large international market partnership.  Is there a sales channel that you can leverage beyond your own?

Leverage Your Product’s Natural Reach

With Firefox being built for the global community, we were prepared to act local for any global opportunity that presented itself at day one.  While we’re making strides in this area as mentioned above, it’s interesting to see that the users are adopting faster than the brands.  Our traffic trends show more than half of users coming from outside the U.S.  We have product categories where U.S. usage is only a third of the user base, and it’s not just in the obvious products like our Euro Football theme.  It’s some of the more general interest themes and it’s interesting to see where and what users find appealing in our gallery of products.  Needless to say, this extended audience wouldn’t be possible if the platform on which we work wasn’t international to begin with.  Is there an international opportunity with your product that you’ve overlooked?

Discover New Distribution Channels

Our clients and their reach to their audience have always been a critical part of our business.  But it’s not been our sole channel to market.  Part of the value add for partners and driver of our growth has been our own distribution efforts.  This includes making sure we’re available on the add-on galleries for the browsers we serve – Addons.Mozilla.org for Firefox and IEAddons.com for Internet Explorer.  We’ve also seen considerable success delivering our browser themes through freeware and shareware download sites.  This is made easier through the use of PAD files.  It has also allowed us to reach users through the sites that serve the product they use (the browser) and the sites that serve their market (download sites across the globe).  Where can you put your product in the hands of new users (more than just an international question)?

None of these suggestions are ground breaking.  However, if we were totally focused on a narrow definition of what our business is and how we do it, any of them could have easily been overlooked.  What are you doing that could easily be extended and expand your market giving you world class appeal at less than World Cup prices?  And what else should we be considering?

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Company Profile

Founded:2007
Founder:Patrick Murphy
Investors:TechColumbus
Ohio TechAngels
North Coast Angels
Contact:Send us a note
(614) 408-8202
Connect: RSS
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August 25, 2010 - Brand Thunder and CBSSports.com College Network Enter Agreement for University Browser Themes

July 22, 2010 - Brand Thunder and IGN Introduce the First Interactive Browser Themes for Gamers

 

Creating Community for a Small...
August 24, 2010 - I had the opportunity to speak with Owen McGab Enaohwo at Hire Your Virtual Assistant to discuss how...

Perseid Meteor Shower and the ...
August 12, 2010 - Image via Wikipedia The top trending Twitter term, as I write this, is "meteor shower tonight."...

Old Spice Overkill...
July 30, 2010 - Image via Wikipedia Enough with the endless coverage of the Old Spice viral videos.  Market...

 

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